/ Communication Strategy

Improving perfection

LEMON LITE COMMUNICATION

STRATEGY

The ContextThe Audience The ConventionThe Brand (Disruption, belief & behaviour, vision)

Agenda

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The BriefRejuvenate Lemon Lite and reposition the brand in the minds of consumers.

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ChallengesCompetitors in the market are well established

Negative perception on the brand and price perception associated with skincare

Lemon Lite has an outdated brand image

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ObjectivesRelaunch Lemon Lite in the African continent by creating a new perception around the brand

Create a compelling positioning and brand message, to affectively reach the target audience (18-29 yr old black females)

Reclaim our no. 2 position as black skin care product in South Africa

There is a growing standard of black beauty around the world…

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Discrimination - chocolate vs yellow bone

Perception of beauty - We see and judge colour and this plays a part in how we view the ideal standard of beauty

Self esteem issues - Darker skin have lower self worth

The growing standard of black beauty

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So gentle it’s magic/Trusted by those who love you most.

Perfectly beautiful glowing

skin

Intrinsic claimsSpecial blend of herbal extracts, vitamins and organic compounds.Soothes and protects you and your family

Intrinsic claimsProfessionally formulated product for skin care.

Payoff linePayoff line

First impressions count/Naturally beautiful skin.

Intrinsic claimsFormulated with real lemon extracts.Natural, gentle skin care that creates radiant resultsVitamin A, E & F complexEnhances beauty from within

Payoff line

AFFORDABLE PRODUCTS AFFORDABLE PRODUCTS PROFESSIONAL SKINCARE

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“Be more confident”Most brands have adopted the global standards of beauty by

telling black women that their products will enhance their look by brightening the dark skin and make them more confident.

Conventions

What has never been said before about

black female beauty?

How can we own a new beauty standard?

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Our Starting point…

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IDEA: MY FACE IS ME

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“My natural blackness sets me apart”

Insight

Why is it acceptable to have a hierarchy of beauty determined merely by complexion? People say that lighter skin is a lot more visually appealing than darker skin. We do not believe in this notion, we are all a part of one race with beauty in every shade whether it be caramel, toffee, chocolate or ebony. And this is why we want women to confidently celebrate their natural black beauty so that everyone

can love and accept beauty regardless of your natural complexion.

Brand Belief

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Consumer insight: “My natural blackness sets me apart”

CELEBRATE THE BLACK BEAUTY THAT YOU NATURALLY ARE.

Lemon Lite aims to set a new standard in black

beauty.

Light is right=confidence

Disruption Roadmap

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BRAN

D SC

RIPT

AUDIENCEINSIGHT.

PRODUCTVISION.

SINGLE-MINDEDMESSAGE.

BRANDBELIEF.

CATEGORYCONVENTION

Young 18-29 yr old black females who want to be appreciated for the black beauty they are and feel that their natural blacknesss sets them apart.

WE WANT TO ENGAGE

Lemon Lite aims to set a new standard in black beauty.

THAT’S WHY WE WANT

Celebrating the black beauty that you naturally are.

WHILE STANDING FOR

Natural black beauty should be confidently celebrated so that everyone can love and accept beauty regardless of natural complexion.

BECAUSE WE BELIEVE THAT

Adopt to the global standards of beauty by telling black women that their products will enhance their look by brightening their dark skin and make them more confident.

WHILE OTHER BRANDS

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BRAND ESSENCE

THE INTRINSIC DIFFERENTIATOR

THE INTRINSICCONSUMER BENEFIT

THE EXTRINSIC CONSUMER BENEFIT

THE EXTRINSIC DIFFERENTIATOR

LEMON LITE BRAND HOURGLASS

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NATURAL BLACK BEAUTY

Confidence in embracing my natural black skin.

Celebrating all natural black beauty.

Natural Goodness of Citrus

Natural solution for my natural skin

LEMON LITE BRAND HOURGLASS

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The strategy in Tiger

language…

KEY BENEFITS (RTB)The natural goodness of citrus.

ESSENCE

NATURAL BLACK BEAUTY

BRAND INSIGHTS

Through the goodness of citrus, Lemon Lite encourages women to celebrate, love and accept their natural beauty.

DISCRIMINATOR

Only Lemon Lite speaks to

appreciating the beauty and diversity

in black skin.

CONSUMER NEED STATES

I don’t want to have to be ashamed of my natural beauty.

Outdated brandNegative perceptions to lemonNegative brand associationsCompetitive market

New lookInnovationsCompelling propositionEmotional/human element

KEY CATEGORY ISSUESThe brand has a negative

perception in SA and is considered to be an outdated brand

VALUE & PERSONALITY

Values: Diversity, respect, empowerment, courage, trust

Personality: Honest, real, daring, confident

THOUGHT LEADER

CELEBRATE YOUR NATURAL BLACK SKINWe believe that all black beauty should be celebrated, that black

is beautiful.

SHIFTSLemon Lite will create a new standard for natural black beauty

BARRIERS VS DRIVERS

KEY OBJECTIVE

Relaunch Lemon Lite in the African continent by creating a new perception around the brand INSIGHT

“My natural blackness sets me apart”

THANK YOU!