Product and Social Media Campaign Strategy
Kiehl’s cannabis sativa seed oil herbal concentrate
Background
Kiehl's partnered with Sephora to create a product that utilizes cannabis' healing capabilities. Herbal Concentrate will be featured in Sephora's newest section, which focuses on cannabis-based products. Cannabis wellness products are a growing category, with various new products focusing on solving multiple problems. Cannabis is known for its calming abilities and is used for problem skin to help with acne and breakouts.
Ask
Devise a campaign that establishes Cannabis Sativa Seed Oil as a serious skincare ingredient & Herbal Concentrate as a highly efficacious product while recruiting new customers with a 100% natural offering for problem skin prone to blemishes, redness, and discomfort.
Problem
Even though cannabis stigma is fading and the category is becoming more mainstream and socially acceptable, consumers still associate cannabis with stoner culture and not as an efficacious skincare ingredient.
Strategic Approach: POWER OF HERBS = A MARRIAGE OF SCIENCE AND NATURE
As a nod to Kiehl's spirited sense of “handmade” apothecary art, we used a mixed-media collage to illustrate the efficacy the balance between nature and science creates when it comes together in Cannabis Sativa Seed Oil.
