Honeydew Skincare is a plant-powered skincare line that promises to simplify perfect skin in a natural way.
Mission:
Honeydew’s mission is to bring the world back to nature in style, within the comfort of modernity. Honeydew asks the question – what can we really do with Mother Earth’s fruit? How can we change our lives working with fresh picked nature?
Audience:
She is a trendsetter, always encouraging her friends to try something new and healthy. Her friends and family already see her as straddling the line of a hippie, because of the things she experiments with.
However, she lies to herself about how healthy she truly is. She consumes a lot of products unconsciously – from her shampoo to her toothpaste to her deodorant that are unhealthy. She’s slowly becoming conscious of this. She gravitates towards other minimal beauty brands like Glossier, and Milk, but she is turned off by the ingredients in some of their skincare products.
She wants to truly be healthy in more aspects of her life, and she is focused on being more mindful of the things she puts on and in her body.
Brand Voice & Messaging:
Key messaging activities:
- Simple, cheeky ads to build familiarity and comfort
- Confidence boosting to build familiarity and comfort
- Educational pieces that aren’t overly techy or salesy. Just focused on how plants work for skin to build trust and consumer education
- Health-focused for the health-conscious to build familiarity and trust
Key phrases include:
Plant-based quality
- “Plant power meets skin.”
- “Fresh picked skincare.”
- Plant powered active ingredients. (Instead of plant derived)
Confident, health
- “Dew right by your your skin, honey.”
- “Take off your mask and dew you.”
- “Fresh picked Skincare.”
- “Dewy, sexy, you.”
Product Line:
Platform: Illustrator, Photoshop
Key Skills:
market research, product management, branding design, copywriting, package design