The PURE & NATURAL soap line was first introduced as a value brand with an opening price point at mass retailers. Standard ingredients and little marketing support resulted in years of declining sales until the product was eventually taken off the market.
Twenty years later with consumer consciousness growing regarding environmental sustainability and a growing demand for all things natural, the time was right for a re-launch of Pure and Natural; this time as a product leading out as the company's commitment to all things green.
Research in the natural products category indicated that consumers were willing to pay a premium price for natural products in order to do their part in protecting the environment.
Utilize the existing trademark and reposition as a natural product to leverage the Pure and Natural name. Offer upscale, contemporary and natural-appeal design and packaging at a premium price in the mass channels. Re-launch the brand to capitalize on the growing natural personal care products within the mass and traditional channels. Support the launch with a comprehensive 360 marketing plan backed by strong consumer spending.
The P&N prime prospect expects natural soap products to work well. She has a strong affinity to health and wellness and has an interest in environmental and social values, i.e. animal welfare. As such, she wants personal care products that address these values and beliefs and is willing to pay a premium. She is fully engaged in life and is a leader in her social sphere. She likes trying new things and is always on the lookout for ways to improve her life and that of her family.
While natural personal care products is experiencing healthy growth and well established in specialty channels, it is an emerging category in traditional distribution channels and the new product line will be premium priced as a result. This will require an optimized consumer spend in communication in order to truly establish P&N as an authentic natural brand.
A fully integrated marketing plan was developed to launch the new product onto the market. The plan included a combination of television, print, and online advertising plus PR, shopper marketing, sampling and event sponsorships to effectively reach the prime prospect.