The Company—Naturopathica, a Hamptons and NYC-based luxury spa and holistic beauty company with a simple mission to educate on the benefits of holistic health and its connection to beauty, with a product line based in the healing power of plants and clean, sustainable ingredients, providing true and lasting results.
The Challenge—Grow relevance and share of mind and wallet to thrive during the recession and propel a potential acquisition of the company in the next period of growth.
The Insight—The power of branding to show a business is indebted to its legacy as much as it is to the future. Customers were singularly attached to the iconic blue color of the products but that the business lacked an essential vision for and focus on the brand to move forward.
The 4Cs Shift—We applied our 4Cs discipline to reimagine:
- Conversation: Start a vital conversation about quality, natural ingredients and environmental sustainability, long before this was the norm in the beauty industry.
- Clarity: Clarify the brand stands for a unique combination of luxury and natural beauty, while the beauty market stood still with a glamorous but legacy concept of women and beauty.
- Currency: Tap into the environmental demand for natural “good for the Earth” products especially among millennials vs. only baby boomers.
- Culture: Engineer and activated a marketing sales campaign to the top 100 spas that trained the company in the meaning and power of the new brand.
The Result—A bold, honest and direct brand, a refreshed, contemporary category player, with a deep growth focus, Naturopathica sold a majority share of the company in March 2018.