Drunk Elephant Hair Care Line

LXFM 772 - Prof. Meloney Moore
Maria Osorio | Camila Abuawad

BRAND
OVERVIEW
● Cult Skincare Brand
● Tiffany Masterson 2013
● Effective formulations
● Clean beauty
● Suspicious 6

ENTREPRENEURIAL
OPPORTUNITY

HAIR CARE MARKET

U.S. HAIR CARE
MARKET SHARE

NATURAL, ORGANIC
& CLEAN

FUTURE HAIR CARE TRENDS

PRODUCT LAUNCH
OBJECTIVES + STRATEGIES
The objective is to
turn Drunk Elephant
into a lifestyle
brand, creating
exponential growth,
increasing brand
awareness and overall
visibility.
Create a hair care
ritual that reflects
the Drunk Elephant
philosophy. Take
advantage of the
existing retail
channels and create
collaborations for
promotion and
distribution.

LAUNCH REVENUE

PRODUCT CONCEPT

PRODUCT CONCEPT
RESET + REBOOT
A carefully formulated hair ritual
that works on every hair type.
Restore your hair’s natural shine
and moisture with our powerful
ingredients.

PRODUCT BENEFIT HIERARCHY
Cleans and restores hair
Works for all hair types
Helps hair to detox, leaving it
strong, bouncy and smooth
Powerful antioxidants protect hair
against free radicals
Peace of mind

CONSUMER PROFILE
DEMOGRAPHICS:
Female
30 years old
4 year college
degree, Masters
Single, no kids
Dallas Tx. Urban Area
$95K / yr
PSYCHOGRAPHICS:
Independent
Routinary
Hobbies: reading,
meditation and
pilates
Independent
personality
Family oriented
Olivia Davis
Commercial Attorney
at Kimberly Clark
PERSONA TYPES:
Holistic
Introvert
Self-conscious
Takes time to process
things
Thinks before acting
Influenced by
research
BUYING HABITS:
Holistic approach
Honest brands (connexion)
Healthy
Indie

COMPETITIVE ASSESSMENT: TOP BRANDS
$33-59 $10-56 $11-59 $10-46
OUR ADVANTAGE: Clean and honest

COMPETITIVE ASSESSMENT: CLEAN HAIR CARE
$14-32 $9-$175 $12-$68 $9-$115
OUR ADVANTAGE: Cult brand, leverage skincare

ASSORTMENT & PRICING

FORMULA DIRECTION
RESET + REBOOT
SHAMPOO
Smooth, milky gel
RESET + REBOOT
FINISHING SERUM
Clear emulsion
RESET + REBOOT
CONDITIONING ELIXIR
Luscious cream

INGREDIENT STORIES: SHAMPOO
●
Matcha: Cleans and clarifies
Vitamin B6 (pyridoxine HCL): Strengthens
Milk Thistle: Powerful antioxidant

INGREDIENT STORIES: CONDITIONING ELIXIR
●
Avocado Oil: Nourishes
Banana Juice: Provides elasticity and moisture
Hyaluronic Acid: Gives fuller, thicker hair

INGREDIENT STORIES: FINISHING SERUM
●
Honey: Repairs damage
Virgin Marula Oil: Eliminates frizz
CM-Glucan granulate: Promotes cell regeneration and
balance

CAMPAIGN CONCEPT

CAMPAIGN HEADLINE
RESET & REBOOT
Restore your hair’s
youthfulness with a hair
ritual that actually works
.

PRODUCT PACKAGING

PACKAGING ARCHITECTURE
Product
name
Logo
Icon
Dark gray side
(Mandatories)
Colored cap
Logo
Product name
Content
Icon
Texture made of
icons (B&W)
Active
Ingredients
(Mandatories on
back)
Content
Color block

PACKAGING DIRECTION & CONCEPT
●
●
●
Designed following brand packaging
architecture guidelines (cohesive)
Graphics and textures based on ingredient
stories
Bottom dispensing with dosage control
(memorable experience with each use).

PRIMARY PACKAGING
●
●
●
White molded PETG
Air-tight to guarantee
ingredient quality and avoid
oxidation
Self-dispensing cap

PRIMARY PACKAGING: SPECS
Diepensing
orifice

Click and attach

Usability

PRIMARY PACKAGING: FRONT LABELS

PRIMARY PACKAGING: BACK LABELS (MANDATORIES)

SECONDARY PACKAGING:
PRODUCT KIT
●
●
●
●
Magnetic setup box
Collapsible
Window for display
Vac form with UV ink
texture

MARKETING
EXECUTIONS

MARKETING EXECUTION: STRATEGIC OVERVIEW
ATTRACT
Objective:
•Communicate brand extension to current
customers
•Drive brand awareness and build buzz to attract
new customers
Tactics:
•Beauty editors collaboration
•Ad campaign for launch: commercial and
social media material
Messages:
•Introducing D.E. haircare,
•D.E Philosophy and brand
•Ingredient super powers
Audience(s):
•D.E. New customers (random product)
•New customers (Millenials and Gen X)
Desired Outcome:
Drive traffic to store & online, new line trial, and
engagement in digital and social media

MARKETING EXECUTION: STRATEGIC OVERVIEW
ENGAGE
Objective:
Engage potential buyers reinforcing brand
concept and ingredient special benefits
Audience(s):
D.E. existing customers, that have tried different
staple products.
Desired Outcome:
Drive engaged consumers to buy in store or
online, and share content through social
Tactics:
•OGGO
•Direct email
•Paid social media campaign, US.
Messages
•Our hair care is as effective as
our skin care

MARKETING EXECUTION: STRATEGIC OVERVIEW
CONVERT
Objective:
Drive existing skin care customers to purchase
and review hair care line.
Audience(s):
Existing D.E. cult followers
Tactics:
•Direct email
•Store events
•Product give away for honest reviews
(Top customers)
•Oggo station in select Sephora locations
Messages:
•Try now
•Share results
Desired Outcome:
Drive new category sales additionally establishing
D.E. as a hair care category brand.

DIGITAL MARKETING :

PLATFORM OBJECTIVES

MAIN OBJECTIVE: Increase brand awareness and popularity.
HOW: - Sharing press articles about Drunk
Elephant new hair care line.
- Sharing “day in the life” videos about
how our hair care line can be
implemented on a daily routine.
- Educational content about how to
maximize hair care ritual with OGGO
and new hair care line.

Target KPI:
Current:
Total followers:
42,068
Avg. Views per video:
535 views
Avg. likes per post:
166 likes
Total engagement rate:
.165%

MAIN OBJECTIVE:
HOW:
Attract and engage new + current customers
to try our new hair care line and drive
sales.
- Daily posting of content between our
feed and stories.
- Responding comments and questions from
feed and Dm’s.
- Follow content calendar

CONTENT
CALENDAR
Excel Sheet

MARKETING :
INSTAGRAM
●
●
Quarterly planned
Category based:
○ Quote 8 x month
○ Product feature 5 x month
○ Lifestyle 8 x month
○ Tutorial 4 x month
○ Success Story 8 x month

Target KPI:
Current:
Total followers: 512K
Avg. likes per post:
6000 likes
Avg. comments per
post:
118 comments
Total engagement rate:
1.2%

MAIN OBJECTIVE: Promote new hair care line and drive
sales.
HOW:
- Build automated emails.
- Schedule automated emails.
- Share promotional, educational, and
curated content to customers.

Target KPI:
20% 2% .35% .2% .01% .2%

MAIN OBJECTIVE:
Continue to raise brand awareness and
reach a broader audience.
HOW: - Interact with audience and retweet
what they are saying about our brand
- Engage with tweets and answer
questions and concerns
- Share press release and other press
content about Drunk Elephant

Target KPI:
Current:
Total followers: 9385
Total likes: 7569
likes
Total Tweets: 6193
Total engagement rate:
.12%
*A good engagement
rate on twitter: between
0.09% and 0.33%

ASSET
LIBRARY

MARKETING :
A DAY IN THE LIFE VIDEO

COUNTER EXPERIENCE STRATEGY

MEET OGGO!
The perfect addition to your hair care
ritual. Treat yourself to 5 minutes of
indulgent scalp massage while
maximizing the power of our ingredients
and boosting your hair’s natural
balance.

THEME
Treat yourself!
TYPE OF EXPERIENCE
Active at-home ritual
CORE
EXPERIENCE
STIMULI
EXPLOITABILITY
Broad scale

THEME
TREAT YOURSELF!
We all live extremely busy lives, and
somehow forget to dedicate time to
ourselves. With Oggo, your Drunk
Elephant hair care routine becomes the
perfect excuse to pamper and treat
yourself.

TYPE OF EXPERIENCE
The use of Oggo with the Drunk
Elephant hair care products is an
at home active ritual. It
encourages the customer to take
some time and be conscious about
her hair treatment, while
indulging herself and immersing
deeper into the experience.

STIMULI
Oggo changes the way the customer interacts
with our hair products. Through the
stimulus of touch, the hair care routine
becomes a ritual, an enjoyable experience
beyond just washing, conditioning and
finishing.
As our products don’t contain any added
perfume, the true fragrance of our unique
ingredient combinations can be perceived in
a delightful way with Oggo.
Oggo’s fun colorful shape, creates
excitement and helps the user immerse
deeper into the brand experience.

EXPLOITABILITY
Oggo is an additional product for
the Drunk Elephant hair care line.
Although the accessory is not
necessary to use the products, it
elevates the user at home
experience to a whole new level.
The idea is exploitable because it
becomes another strategy to achieve
the objective of becoming a
lifestyle brand, opening a new
world of possibilities from the
beauty tool category. The
scalability is as broad as the
product types that can be created
with the same principle.

MARKETING :
CAMPAIGN AND BUDGET CALENDAR
Excel Sheet

THANK YOU.