New Brand Gets Waitrose Listing
30.04.2008
Dead Sea Healthcare (DSH) is a cosmetics company with a difference. In order to compete with established brands their range had to offer something different - something with a value added element. DSH captured the restorative and healing properties of the Dead Sea in a range of hair and skin care products that combine minerals and mud harvested from the Dead Sea with cutting-edge cosmetic science; their products are also dermatologically tested and conform to EU regulations.
VGroup began by researching the male grooming market including competitors products, their POS and media presence. Initially, to get the business off the ground, we designed a corporate identity for Dead Sea Healthcare ‘the company’. We established brand values, product positioning and began work on Black Mud Shampoo – the first product that DSH wanted to launch.
This was swiftly followed by the Men’s Grooming Range; consisting of five products; anti-wrinkle cream, hair and body shampoo, hand repair cream, facial scrub and an aftershave balm. Although the choice of product packaging was driven by production and supplier constraints the bold, simple design was brought to life with a subtle colour palette that unified the product portfolio. Distinctive, stylish, and elegant typography was utilised across the range to further enhance the confident nature of the brand identity and to appeal to the predominantly male audience.
We designed trade advertisements and together with our chosen PR Agency launched a PR campaign to increase awareness of the DSH brand amongst retailers. Following personalised telesales the buyers either requested bespoke buyer’s packs or were sent them. These contained prototype samples and promotional literature. VGroup handled the design, production and fulfilment of the whole campaign to further ensure the quality positioning of the brand identity.
In addition, VGroup’s Interactive team designed and built a website which features the DSH story and product range – why not have a look, and listen to their audio brand, also developed by us, at www.deadseahealthcare.com
A digital ‘Flash’ presenter was then either emailed to prospects, prior to meetings or used in face-to-face presentations. By the time the meetings took place DSH had already established credibility and was then able to confidently talk to the buyers about the USP’s of the brand as well as demonstrate their commitment to invest in advertising and PR to ensure consumers would be made aware of what was soon to be ‘in store’.
After a year working on this project we are delighted to announce that DSH have now signed a deal with Waitrose supermarkets who will be stocking the Male Grooming Range in the UK. Further interest has also been shown by a number of other major supermarkets and retailers and already there are plans to launch a range for women, so keep an eye on their website – or better still try some of the products – they are great!
Douglas Lanfear, MD of Dead Sea Healthcare says; “VGroup have been a pleasure to work with. Their commitment to developing and promoting the brand has been as if they were investing in the success of our company. I am looking forward to a continued relationship as our brand and product ranges grow”.
Tags: Branding, dead sea minerals, FMCG marketing, male grooming, packaging design, skin care, Waitrose