Acure Creative Brief

Problem: Acure must position and distinguish themselves as the leading brand in the oversaturated clean beauty marketplace. 

Product: Available at most major retailers in the U.S, Acure is a sustainability-minded company offering an affordable line of organic skin and hair care products. Every Acure product is vegan and has no harmful chemicals or preservatives. Acure partners with two charity organizations, the first is Unite for Her, a breast cancer nonprofit organization aimed at bridging the gap between the medical and wellness communities. Secondly, Turning Green is a student-led education and advocacy non-profit focused on environmentally sustainable and socially responsible choices. Acure also partners with TerraCycle to create a national recycling program out of all used Acure containers. Acure operates US manufacturing facilities that are audited by Sedex Members Ethical Trade Audit to ensure social responsibility.

Objective: Brand awareness must increase by 30% in 6 months by raising educating targets about the harmful effects of chemical ingredients found in other beauty products, the benefits of organic plant-based ingredients, and highlighting their SER programs. 

Target Audience: 

-Men and women age 18-35 with college degrees who want to contribute positively to the world by purchasing sustainable and healthy products. 

-Disposable income of $70K and above, living in both cities and urban areas. 

-Health-conscious individuals who are already actively making healthy choices, such as switching to alternative milk, purchase non-GMO, buying organic, and go to local farmers’ markets. 

-Environmentally/sustainably conscious individuals who post about climate change on social media, recycle, use a personal water bottle, and prefer to bike to work or drive hybrids. 

Insight: Consumers feel uninformed about why clean beauty products are better for health and the environment. They don’t have education on the harmful effects of parabens on health and the environment and therefore are not motivated to switch to clean beauty products. 

Proposition: Create a campaign highlighting the sustainability, organic ingredients, and socially responsible aspects of Acure as an opportunity to educate and instill standards among consumers when it comes to purchasing clean beauty products. 

Facts: 

• 50% of consumers purchased more natural products in 2018 than in 2019, and between 2016 and 2019, social media mentions of #cleanbeauty grew 623% in the U.S.

• Clean Beauty will grow to $25.11bn by 2025, with a CAGR of 9.4 percent. 

• Females, ages 18-34, seek natural products most of the time, and 30% of those consumers would like more information about the production of products.

• The average person uses nine personal care products daily, exposing themselves to about 126 different chemical ingredients. 

• Personal care products contain over 10,000 chemical ingredients, and some link to cancer, damage the reproductive system or disrupt the endocrine system.

• The FDA doesn’t demand any safety testing of ingredients in personal care products.