Faced with exploding demand for natural wellness and beauty products, combined with the rising popularity of niche beauty brands (sustainable, ethical and/or artisanal), sold online or in specialized stores (Sephora, Ulta), Lotus Aroma was seeing its market becoming increasingly saturated with competing brands. While there was still a limited “natural” offer in conventional drugstore skincare departments, the brand wanted to seize the opportunity to secure and grow its share of the market.
The fact that Lotus Aroma is based on high quality, 100% pure essential oils makes it clearly different from the beauty industry’s current offer, and makes it perfectly relevant with emerging consumer needs and trends. However, brand awareness was lacking in the market, especially in the skincare realm. In fact, it was not quite seen as a skincare brand by consumers, even though it did carry a few skincare products in its line. Lotus Aroma therefore needed to assert its positioning while preserving its essential oil key differentiators, clarify its brand vision and highlight its role within the category of natural wellness and skincare.
In order to better understand consumer needs, identify market opportunities and Lotus Aroma’s conditions for success, and to carve out its place in the highly competitive category of natural beauty and skin care, BrandBourg:
BrandBourg’s collaborative approach was put to good use during this mandate and has proven, once again, its relevance and power. Thus, the development of the brand’s new positioning and the exploration of its potential visual territories were done jointly through various creative workshops with the client. In addition, co-creation sessions were conducted with the Dermolab team and Lotus Aroma’s target users to explore facial care product innovations based on skin care regimen and to define key development parameters for new facial care and sun care products.
A contemporary, inspirational natural skincare brand that embodies Lotus Aroma’s DNA and essential oils heritage.
Positioning of a new inclusive brand focused on users’ functional and emotional needs, that addresses beauty in a holistic manner.
Brand signature: Radiant. Naturally. (Rayonnante, naturellement)
The logo, before and after
BrandBourg worked on the development of the new packaging platform for 4 new facial care products that were launched in spring 2021, both online and across national drugstore banners: Daily Face Cream, Mousse Cleanser, Soothing Mist and Face Sunscreen.
“Working with BrandBourg was both engaging and creative. A wonderful platform to discuss and exchange on ideas and thoughts, a privilege brand managers don’t always have. The atmosphere, almost like a “think tank,”’, was vital to the changes and direction we needed to evolve Lotus Aroma.”– Sandra Dias, Vice President, Sales and Marketing, Lotus Aroma
View more related projects
11 Jun 2021
The Value of Gaining Clarity and Strategic Alignment through Branding.
Lotus Aroma is a 30-year-old Canadian brand of natural wellness and skincare products based on the power of es...
24 May 2021
Branding for any CPG Company
For several years now, BrandBourg has had a strategic and creative AOR with Bimbo Canada, the Canadian divisio...