DSH Male Grooming Launch
30.10.2008
After working with Dead Sea Healthcare for over two years, and on its Male Grooming range for over one year, you can imagine our excitement when the product launch day finally arrived! From the 27th October DSH’s male grooming range is to be found on the shelves in Waitrose and John Bell & Croydon in London.
It is always exciting to see your work materialise - whether it is in the form of a brochure being printed, a website going live or an ad published in a magazine - and it is extra thrilling when you’ve been part of the process of creating a brand from scratch. VGroup developed the brand packaging look of the products, the trade ad campaign, marketing materials and the consumer ad campaign for the launch. The male grooming range includes five products – anti-wrinkle cream, men’s hand cream, hair & body shampoo, aftershave balm and face scrub – which all contains natural Dead Sea minerals, are neutrally scented and dermatologically tested. The Anti-Wrinkle Cream also contains 10% Argireline, which is a muscle relaxing solution that works in a similar way to botox.
The DSH advertising launch campaign focuses on the Anti-Wrinkle Cream and Hand Repair, which are the leading products DSH is pushing in this initial stage. The campaign is about to roll out in the next month in some of the country’s leading Men’s and Women’s life style magazines and national newspaper supplements. It’s main concept was to make the product ‘the hero’ so we developed a design style that was clean, contemporary and pushed the initial brand look that was created by VGroup some months ago.
The art direction and photography centred around capturing the products’ crisp clean lines and strong design by surrounding them with an ethereal background or texture to enhance the packaging and allow it to take centre stage. Overall the product and story behind the brand is a strong one, one that we hope will resonate with the Male Grooming market and provide a successful launch into the retail market.
The DSH men’s range is currently receiving extensive media coverage within magazines and newspapers in form of editorials, reader’s offers and competitions. For the PR campaign we created a digital press kit on DSH’s website, from where press release and images of all the products easily can be downloaded. This enables publications easy access to press material at the click of a button and we can ensure maximised media exposure by having the information readily available.
Tags: advertising, Dead Sea Healthcare, Design, mens grooming