The Brief:

The Honest Company was prepared to launch in Europe’s popular department store Douglas but didn’t have an education strategy or the assets required to properly arm their beauty advisors with an in-store experience, product education, or assets to create a customer experience cohesive with the brand launch and identity. The goal was to work with the Douglas education team to deliver a full 360 education campaign to compliment the marketing and PR planned for the brand launch.

The Goods:

To fit within the Douglas education strategy, I worked with the Douglas education team in Italy and Honest Beauty team to create a webinar and workbook for their instructor led training, complete with the brand story and product lineup. I included an overview and deeper education on each individual product, bolstered by an ingredient glossary - plus created a menu of services available in store along with an in store activation to give the Douglas team a framework from which to best demonstrate the brand and product promise.

The Result:

The turnaround was tight, but within a month all assets had been delivered in time for the Douglas team to convert them into the localized language, prepare their facilitators and launch the education strategy to bolster the brand success. Douglas initially launched in 100 of the 2,500 stores ramping up to 450 brick and mortar stores as Douglas held an exclusive agreement to distribute the brand in Europe.