SevenLash
Task
Brand Popularization
The client came to us with a finished product to develop a brand popularization strategy.
Our agency has already worked with several eyelash growth serums, so we know the market and the audience well. We know unobvious things. Often women of different incomes and different age categories, e.g. over 45 years old, turn to such lash care products. And we needed to tell the clients who already like the products that there is a reliable alternative at a low price. This message blended in well with a period of declining purchasing power.
SevenLash does not bet on discounts or product exclusivity. But its price remains stable. This is the cheapest cosmetic for eyelash growth. We know from experience that there will be a lot of questions to such a positioning, especially whether it can be effective at a low price. We were ready to work with objections and decided to warn them. It was necessary to clearly show that the product works effectively, as it contains bimatoprost, the only known to science active substance that stimulates the growth of lashes.
Solution
We used a solution that had never been on the market before. We chose three ordinary women of different ages and asked them to tell us about the product within three months. They regularly measured eyelash growth and talked about their experiences on video. These are real stories that formed the basis for the SevenLash website.
Stories of real women are easy to understand for any age category of buyers. Most often, young girls promote cosmetics in advertising. The rejection of the model presentation of the brand allows you to create an image of the product "for everyone".
SevenLash website
The true stories became the basis of SevenLash website. There you can clearly see the results, buy a product and share your own success. Brand representatives are ready to give gifts for publishing a story about the product.
The site is designed in colors of the package — pink and sand shade of the tonal cream and dark turquoise. It was important to maintain a balance between purity of design and simplicity. The site should avoid exquisite or complex layout, but broadcast brand positioning. We expect to inspire customers to generate their own content — writing reviews and stories. Even now we are working on involving the audience through various incentives.
Strategy, Design, Photoshooting, Art direction: AGA agency
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