showcasing 40 years of sustainable beauty
In a competitive beauty market where B Corp certification is becoming more common, Jurlique needed a universal brand message that aligned with its identity and resonated globally. An insights-driven approach was used to craft its strategic positioning, ensuring it reflected its 40 years of commitment to organic, Australian made, sustainable beauty.
"Seed to Skin: Nature is at the Heart of Everything We Do"
We shifted Jurlique's messaging from a sustainability promise into a proof-driven narrative, reinforcing its credibility by linking its commitment to organic, Australian-grown ingredients. We positioned its B Corp certification as a natural progression of the brand’s long-standing commitment to environmental responsibility, creating a deeper connection with conscious beauty consumers.
Strength Through Impact Storytelling
We crafted an integrated communications plan to launch their certification with clear, compelling messaging across their digital marketing channels. A targeted media outreach plan secured PR opportunities and influencer partnerships, ensuring the message reached the right audiences and stood out in the noisy beauty industry.
Identifying New Growth Segments
Our strategic workshop uncovered a key breakthrough—the 'aha moment'—identifying two additional customer segments that closely aligned with Jurlique’s values. This discovery expanded their audience reach, allowing for more targeted and resonant messaging that deepened brand engagement and strengthened their positioning in the market.
The core message “Seed to Skin: Nature is at the Heart of Everything We Do” was developed to encapsulate nearly 40 years of sustainability efforts.
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Core Brand Platform
Impact Communications Approach
A Long-term brand foundation
The Impact Communications Strategy was designed as a long-term asset, ensuring Jurlique’s sustainability commitments remain a powerful narrative for future campaigns, product launches, and brand storytelling.