Creative Brief
What background do we need to understand?
Tihli is a handmade, natural skin care boutique brand that offers lotions, oils, and serums. These contain various formulas that utilize two different ingredients sourced in Tighanimine, Morocco: Argan and Prickly Pear Seed, along with additional ingredients including, Rosehip. The benefits from these natural ingredients includes anti-aging, healing, and moisturizing. The matriarchal Berber women of that region are known for their hard work, as they harvest and process two of these three ingredients and provide for their large communities. Their work is what inspires Nadia’s dream of producing a small artistic offering for the world.
What are we trying to make happen in the world?
Supply skin care enthusiasts with a product that is right for their skin type by meeting their diverse expectations. The Berber women offer a unique, natural skin care experience that will help build a trustworthy brand among consumers and retailers because of the cultural traditions that have withstood the test of time.
What are the obstacles to making this happen? What’s in our way?
People have various skin types and needs, which results in a potential wariness towards new products as they fear a negative reaction. The brand is currently not sold through any retailer that would allow for sampling, increasing this wariness.
Who are we trying to reach?
Affluent skin care enthusiasts who are open to experimenting with new products from various cultures.
What is our guiding insight?
The environment is harsh on the edge of the Sahara Desert yet the Berber women thrive, and their skin does too. A healthy glow kept rejuvenated through the use of natural ingredients in an evolving recipe formed through the expertise of each generation.
Direct Mail Strategy (above): We would send an event promotion mailer, inviting our target audience to a brand launch event in one of our pop-up tent locations around Portland. An ambiguous, simple sentence on the card may lead them to want to learn more.
Pop-Up Event Strategy (above): For the pop-ups, along with samples, we would send guests a postcard to take home with them, to remind them about their experience with the brand and the products.