CBA BATH SALTS LAUNCH 2020

#SoakItDontSmokeIt

Phase 1:

Packaging and copy completion & retailer list of partners for launch

FC, ML, Juliana, Nadia, Ying, Romy

Phase 2:

Creative & partnerships

FC, ML, Sophie, Romy

Phase 3:

Launch Implementation - confirm activations & Retail:

Define ownership of who is handling what 

FC, ML, Sophie, Nadia, Romy, Ying, Elizaveta

CREATIVE STRATEGY

PHASE 1. What is it and what does it do for me?

What are we communicating first?

Lifestyle x Product Benefits

  • this product relaxes you and makes you feel even more beautiful than ever.

  • this product is clean beauty

  • this product washes away stress & anxiety

How are we doing this?

Creative Interpretation: Before and After shots

  • high end beauty team to communicate luxury & desirability - KEY INFLUENCERS

  • before pre-bath shot: brushed hair, make up serious expression - after post-bath shot: wet, relaxed, smiling, beautiful

  • casting to show diversity in age, gender, race etc. product for all

  • shoot includes stills, motion, video tutorials/how tos/ step by step following of ritual

  • capture the ritual in motion video - breu > salt > oil > bath > relax & release

  • Before and After shots - BEFORE: Dry Normal face AFTER Soaking Wet, relaxed and Smiling!

animal-portraits-dry-dog-wet-dog-serenah-hodson-07.jpg

What are the benefits of this campaign?

  • securing position as leader in the luxury clean beauty market with strong impactful community

  • Powerful compelling imagery to announce new product AND new ingredient launch to the market

  • ad creative (can we work with certain partners on using creative for advertising - budget) @dominik to produce

  • organic content for social etc.

  • working with talent that shares with strong engaged audience- grow following and desire for product

Where is it going?

  • online social primarily > email

  • digital advertising with DM

  • Press

Who else is involved?

  • Press -

  • Key Influencers - product tutorial, - expanfing bathing ritual - CB as developers of TREATMENT RITUALS

  • Beauty Influencers

  • Retail

What is the reason for customers to buy from CB?

  • how are we planning on rewarding our customer loyalty? gift with purchase, samples etc.

Influencer tutorial:

Phase 1 Release date START TEASING AUGUST/ SEPTEMBER 2020

Phase 2: How Does it Work? Whats in it?

What is CBA?

CBA is a compound of Copiba Oil & passion fruit - (Imagery is everygreen since it will show up in other products)

  • passion fruit and resin combined shot - here we discuss the technical info with graphics moving over imagery

  • beta-endorphin production = de-stressing

  • anti-inflamatory = skin calming


What are the other ingredients?

  • Extra large crystals - epsom salts = detox & relax muscles

  • White Clay = detox

  • Camu Camu = nutrient rich, brightening, skin healing, reduce signs of aging with vitamin C & A

*Phase 2 release date SEPT/OCT 2020

 
 

PHASE 3 - How did this all come about? (FOUNDER STORY TO BE REVIEWED LATER)

Francisco Costa - personal story and products description

Build out with BERACA - @juliana to discuss and review with FC

  • describe personal story - who, where, why

  • show ingredients -kaya, jungle complex, breu - CBA

  • show products in home, in use - oils and creams on skin - bathsalts pouring into water

  • describe personal benefits what it means to FC personally in his life and what it means to him to bring wellness to other people

  • discuss sustainability & CI relationship



Where is this going?

  • site

  • social

  • ads

  • press

  • training material for sales

Who are we sharing this with?

  • CI

  • Postiive Luxury

  • NET & other retailers with editorial outlets

  • Press

Why is this important?

  • personal and compelling founder story

  • brings credability to the products

  • gives ability to discuss all aspects of the brand

  • training material for staff in retail locations to understand personal

*Phase 3 release date OCT 2020

This leads into the launch of the sun and moon in June so the customer understands CBA and we can continue the conversation and lead into more of a beauty story. Think here we should be working with make up artists and vlogger on how to’s mostly while we work on the fragrance launch.