The design brief:
To introduce a new range of organic age-defying facial creams that use Sea buckthorn oil as a key ingredient. The main ingredient, sea buckthorn is from the dense forests of the Himalayas. The oil is extracted from the berries and seeds of the shrub.
Sea buckthorn oil is said to have therapeutic properties. The plant oil is known to help with cell restoration and the extract absorbs UV rays and is hence used in sunscreen products as well. The plant oil acts as a skin hydrator, eliminates signs of ageing, reduces acne and is a collagen promoter.
It is found in the regions of Ladakh and Leh, Northern India.
Research conclusions:
Majority of the women think that 30 years or older is the right age to start age defying creams.
From qualitative & quantitative research (82 responses) it was found that 78% haven't heard about Sea Buckthorn berry and it's benefits
With the advent of the Organic movement, over 52% prefer organic over chemical products
Target group:
Young Indian women between the age group 25-35. It's been proven scientifically that 25 is the right age to start age-defying creams.They were being rather open and proud about hitting the gym and yoga classes to look younger, but are not open to talk about beginning age-defying creams.
Unique insight:
Women are reluctant to admit that they need to begin age-defying skincare regimes.
Tone of Voice chosen:
Organic, young, optimistic, humorous
"Vara" means boon or gift. In this context, it means 'gifting youthfulness'
Facial exercises are trending nowadays, and it is quite hilarious to watch people do these various comical facial workouts. To the onlooker it appears to be quite strange and unusual. These exercises supposedly help to reduce fine lines and keep the skin firm and younger looking in the long run. We're asking you to use Vara instead, to skip the steps and take the easy way out.
