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The Hair Recipe limited-edition osmanthus fragrance shampoo reimagines tradition through the art of Chinese indigo dyeing, capturing the fleeting beauty of osmanthus in an abstract, poetic form. Rather than directly depicting the flower, the design evokes time as a flowing blue river, where memories are gently washed into indigo-dyed patterns, preserving moments that would otherwise fade. This unique approach stands out in the crowded e-commerce space, transforming the packaging into a truly distinctive and memorable art piece.
YEAR: 2024
HAIR RECIPE INHOUSE TEAM PROJECT
CREATIVE DIRECTOR: KRIS DUANMU / ALOYSIUS LIEW
ART DIRECTOR: KRIS DUANMU / XI LI
GRAPHIC DESIGNER: XI LI
COPY WRITER: ZHUODIAN XU
VIDEO DESIGNER: CYAN HUANG
POD: QICHAO CHEN STILL：LMADP
From a Communication perspective, The Hair Recipe’s limited-edition osmanthus fragrance shampoo employs a multi-layered strategy to convey its product story, emotional value, and cultural depth to its target audience. By integrating e-commerce platforms, social media, offline experiences, and content marketing, the brand not only elevates market awareness but also establishes profound emotional connections with consumers, successfully standing out in a competitive market.
1. Communication Goals
- Brand Awareness: Enhance brand recognition and memorability through unique design and storytelling.
- Emotional Connection: Build deep emotional ties with consumers, making the product a meaningful part of their lives.
- Market Differentiation: Establish a premium and distinctive brand image through artistic communication strategies in a competitive market.
- Brand Awareness: Enhance brand recognition and memorability through unique design and storytelling.
- Emotional Connection: Build deep emotional ties with consumers, making the product a meaningful part of their lives.
- Market Differentiation: Establish a premium and distinctive brand image through artistic communication strategies in a competitive market.
2. Communication Channels and Strategies
(1) E-commerce Platform Communication
- Visual Presentation: Use sensory and immersive five-sense experiences on the product page, showcasing the craftsmanship of osmanthus fragrance and the aesthetics of indigo dyeing.
- Storytelling: Describe the "Time and Osmanthus Rain" concept with poetic language, e.g., "Time is a blue river, and osmanthus blooms like rain. Every drop of shampoo preserves a memory."
- Call-to-Action：Highlight the exclusivity of the limited edition, e.g., "Limited release—capture your osmanthus memory." to stimulate purchase desire.
(2) Social Media Communication
- Visual Content Focus: Post high-quality images and short videos on platforms like Little Red Book, showcasing design details and the osmanthus fragrance experience.
- Use indigo dyeing and osmanthus elements as visual themes to create a cohesive brand style.
- KOL Collaborations: Partner with designers, artists, or beauty KOLs to interpret the product from their perspectives, attracting design and aesthetics enthusiasts.
- KOLs can enhance authenticity and appeal through unboxing videos and usage experience shares.
(1) E-commerce Platform Communication
- Visual Presentation: Use sensory and immersive five-sense experiences on the product page, showcasing the craftsmanship of osmanthus fragrance and the aesthetics of indigo dyeing.
- Storytelling: Describe the "Time and Osmanthus Rain" concept with poetic language, e.g., "Time is a blue river, and osmanthus blooms like rain. Every drop of shampoo preserves a memory."
- Call-to-Action：Highlight the exclusivity of the limited edition, e.g., "Limited release—capture your osmanthus memory." to stimulate purchase desire.
(2) Social Media Communication
- Visual Content Focus: Post high-quality images and short videos on platforms like Little Red Book, showcasing design details and the osmanthus fragrance experience.
- Use indigo dyeing and osmanthus elements as visual themes to create a cohesive brand style.
- KOL Collaborations: Partner with designers, artists, or beauty KOLs to interpret the product from their perspectives, attracting design and aesthetics enthusiasts.
- KOLs can enhance authenticity and appeal through unboxing videos and usage experience shares.
(3) Offline Experience Communication
- Pop-up Events: Host pop-up events at high-end art hotels, showcasing indigo dyeing and product design, allowing consumers to experience the brand story and quality firsthand.
- Include interactive elements such as traditional 非遗 (intangible cultural heritage) craft workshops and osmanthus fragrance sampling zones to deepen immersion.
- Limited Trial Kits: Offer limited-edition trial kits at events to attract potential consumers. Use trial kits to convey the brand's uniqueness and premium positioning.
(4) Content Marketing
- Short Films or Documentaries: Produce short films or documentaries that narrate the brand’s story, allowing consumers to feel the brand’s dedication and uniqueness.
3. Communication Effectiveness Evaluation
- Social Media Engagement: Assess content appeal through likes, comments, and shares.
- User-Generated Content: Evaluate consumer participation and brand influence through topic campaign engagement.
- Sales Conversion: Analyze e-commerce sales data and user reviews to measure the impact of communication strategies on purchasing behavior.
- Brand Awareness: Conduct market research or gather consumer feedback to assess brand recognition and reputation among target audiences.
- Pop-up Events: Host pop-up events at high-end art hotels, showcasing indigo dyeing and product design, allowing consumers to experience the brand story and quality firsthand.
- Include interactive elements such as traditional 非遗 (intangible cultural heritage) craft workshops and osmanthus fragrance sampling zones to deepen immersion.
- Limited Trial Kits: Offer limited-edition trial kits at events to attract potential consumers. Use trial kits to convey the brand's uniqueness and premium positioning.
(4) Content Marketing
- Short Films or Documentaries: Produce short films or documentaries that narrate the brand’s story, allowing consumers to feel the brand’s dedication and uniqueness.
3. Communication Effectiveness Evaluation
- Social Media Engagement: Assess content appeal through likes, comments, and shares.
- User-Generated Content: Evaluate consumer participation and brand influence through topic campaign engagement.
- Sales Conversion: Analyze e-commerce sales data and user reviews to measure the impact of communication strategies on purchasing behavior.
- Brand Awareness: Conduct market research or gather consumer feedback to assess brand recognition and reputation among target audiences.