Mullen Lintas has recently won the creative mandate for Nature's Essence, a skincare and haircare brand backed by Samara Capital. Following the win, Mullen Lintas Mumbai has conceived a campaign speaking directly to consumers, a first for the brand that operates in the B2B space.
Nature's Essence has an omni-channel presence with a network spanning 150,000+ retailers, 60,000+ salons, and leading e-commerce platforms in India. While B2B is a stronghold that the brand enjoys in the skin, hair and personal care segments, this campaign propels the brand into a wider orbit by establishing a direct connection with its consumers via mass communication.
Amit Chopra, CEO Esme Consumer Pvt. Ltd., said, "For more than 20 years, Nature's essence has helped women discover their real beauty through its range of Facial Kits, Gels, Creams and Face washes. Our first campaign, â€˜Hello Beautifulâ€™, encourages every woman to discover their inner beauty by embracing the best that nature and technology has to offer."
The new campaign is part of the revamped brand strategy, crafted by Futurebrands, which imagines beauty and skincare in a fresh new avatar.
Conceptualised by Mullen Lintas, the brandâ€™s debut film follows a young woman carrying out her morning skincare routine as she goes about speaking over the phone, with her â€˜new selfâ€™ revealed towards the end of the film.
The campaign film illustrates how one can come face-to-face with their natural inner beauty with some help from Nature's Essence. The unique take on beauty supported with cute and charming demeanour adds to the relatability of the film and shines a spotlight on the wide range of products that the brand offers.
Garima Khandelwal and Azazul Haque, CCOs at Mullen Lintas, said, "Natureâ€™s Essence's range of beauty products for everyday skincare make you meet your new beautiful skin, as though you meet yourself for the first time.
We won the business with the strategy of making beauty a conversation with self, talking to the new confident audience that is not seeking or cares for external validation or admiration for her newfound beauty, but making herself her biggest fan and admirer."
The integrated campaign is already live across online and other mediums.
Creative: Garima Khandelwal, Azazul Haque, Ripanka Kalita, Mohammad Raza, Utkarsh Chilla, Madhurenu Datta, Aswirbaad Das, Aakash Pandya
Account Management: Hari Krishnan, Priya Balan, Samir Sagar, Miloni Shah
Planning: Ekta Relan, Vinit Jani
Production: Bubblewrap Films
Director: Jessica Sadana