Embrace yourself, as you are, beautifully made!

A Marketing Story by Crew Food & Beverage Marketing Partners about Om Organics’

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Om Organics’

Brand Development

Challenge

The challenge for this campaign was to refine Om Organics’ brand direction, and create distinction within the clean beauty category and a deeper connection to Om’s core values and audience. It’s no secret that the beauty industry feeds off of consumer’s insecurity. Om celebrates and honors each unique individual by creating organic skincare products that give the power and freedom to own our beauty, nourish our skin and embrace our strength.

Solution

Integrity and quality were the most important factors in building a campaign for Om Organics. The goal was to build community, not to tear one down. Instead of communicating fixes, “anti-aging” and hiding, Om launched with a new brand designed to help all individuals feel confident, naturally beautiful and body positive. Unretouched and unapologetic. The packaging was reimagined, speaking to the purity and simplicity of Om’s ingredients. Bottles and jars were stripped of labels, revealing the natural beauty within–drawing a meaningful parallel to Om’s core values. In addition, in response to the upcoming holiday season, new products were launched. Designed for both face and body, Om curated a selection of mini products to spread the joy of a radiant glow for the holidays. So beautiful, you can skip the wrapping paper.

Results

Thanks to the campaign’s design, as well as notable changes such as creating packaging that was more eco-friendly (removed labels on face care line up) and easier to fill in Om’s production line (removed hand-filing requirements for smaller-format products), online distribution increased from 12% to 40, and the brand saw a 165% total growth in online revenue.