HONEST CO. — A Concept Marketing Campaign

For this project, we were to analyze a company and areas in which they were thriving, along with areas in which they needed help. In this particular case, as a lover of Honest Co. products, I knew that they were so good in their transparency of safe ingredients, while not sacrificing quality of the skin and beauty products. The only problem I saw was the lack of access to most products in other countries outside of the US.

We had the freedom of coming up with any type of campaign, but there had to be three aspects to it. I chose a print, digital and experiential campaign to advertise their (hypothetical) New International Shipping (of all products).

Programs & Skills

• Photoshop

• Adobe Xd

• Illustrator

• Grids & Layout

• Colour Theory

• Typography

• Image Seeking & Selection

• Research

• Mockup Creation

• Problem Solving

• Copywriting

Print Focus —

We know that places like bus shelters or signs within malls are a great place for advertising to the Millennial and Gen Z audience, which is the main audience for Honest Co., as they cater to mothers and those just finding their space in the makeup world.

This meant there had to be poster prints to advertise their international shipping, and bring awareness to the new products launching that can be included in future orders!

Knowing there was going to be an experiential campaign coming up, there also has to be a mailer to reach those who own homes and have families, and may need a pampering session. Sending the mailer gives time for them to sign up for the event, and allows those who are running the pop-up to gain numbers and assess engagement.

Digital Focus —

In today's day and age, often the most effective way to get eyes on your campaign is to use social media and the platforms your audience has constant eyes on. I chose to create posts for Instagram, X, Pinterest and TikTok advertising the different benefits of the new international shipping.

These posts call out to scenarios our viewers might be in, or celebrities they may be fans of.

Experiential Focus —

And then we make it to the pop up experiential event, where those who have signed up can come and get a little makeover while being taught by founder, Jessica Alba, the benefits of her products and the walk throughs of how they rate on the EWG scale for ingredients.

These ecstatic guests not only get to feel pampered and understood, but get to walk away with a custom face care kit from Jessica and a photo with her!