Himalaya Lip Balm Brand Brief (Sample Template) (2).pdf

CREATIVE BRIEF Campaign Name Project Start Date Launch Date End Date Himalaya Lip Balm Activation 12/08/21 01/10/21 25/02/21 Background: The Lip Balm Category in India is pegged at INR 180 crore as per Nielsen RMS MAT March, 2...

CREATIVE BRIEF Campaign Name Project Start Date Launch Date End Date Himalaya Lip Balm Activation 12/08/21 01/10/21 25/02/21 Background: The Lip Balm Category in India is pegged at INR 180 crore as per Nielsen RMS MAT March, 21. Himalaya Wellness is clearly the market leader within this category with a market share value of a whopping 25% and pegged at 45 crore. The category is largely underpenetrated, which is to the tune of a mere 9% at an All India Urban level. Himalaya Lip Balm operates in two segments: regular (MRP=50). The regular segment has a huge opportunity in further driving category penetration, whereas the premium segment, in due course, will drive value contribution considering its higher average selling price. Major contribution comes in from the Himalaya Regular Segment, which is to the tune of 60%. Key competitors within the category are HUL (MS VAL 11%), Nivea India (MS VAL 14%) and Loreal India (MS VAL 12%). The task-at-hand is to further strengthen the brand’s positioning, improve imagery and make it more relevant by identifying untapped need- states and keep the ingredient-led narrative intact, which is integral to Himalaya Wellness. Mandates: Need a space that can drive relevance, salience and disposition, and improve imagery for the brand by establishing a unique point-of-differentiation within the category. The focus for this campaign is essentially going to be on the regular segment, considering the segment’s relevance during winters. Objective is to convert non-users into users of Lip Balm and specifically Himalaya Lip Balm, which in turn will help drive category penetration. Target Audience: P1: 15-24, NCCS ABC, Female, Urban Consumer Insight: The regular segment within Lip Balm is seasonal in nature. The product is used during certain demand occasions only i.e. during winters, as and when Lips get dry. In order to moisturize lips and prevent them from any dryness, Lip Balms are used, as a solution to a problem at a functional level. At an emotional level, the product accentuates the sensory experience and makes one feel confident and evokes the feel-good factor. The Ask: Explore a need-state where the product can be made more relevant by focussing on its functional and emotional benefits. The need-state needs to be addressed by an offering which is unique in formulation. In order to convert non-users of lip balm to users, the following need to be busted: 1) It might darken my lips 2) Gives an artificial look to my lips 3) Has harmful chemicals 4) Might not moisturize my lips for long 5) Might require frequent reapplication 6) Does not contain natural ingredients CREATIVE BRIEF Reason to believe: Enriched with the goodness of Wheatgerm Oil, which is a rich source of Vitamin-E, locking moisturization on lips for a longer duration and preventing them from dryness and chapping. Contains 100% herbal actives.