Alba Botanica has selected five real-world “influencers” for a new campaign called Do Good. Do Beautiful.
The video series tells the story of Alba Botanica through the stories of five “everyday” women. “We weren’t looking for famous [women] or huge social followings. We were looking for women who were doing amazing things to do good in the world,” said Sarah Galusha, senior marketing director for Alba Botanica.
The digital campaign was created not only to build brand awareness for Alba Botanica, which has grown immensely in distribution in the past decade, but also to make an emotional connection to consumers. Once only found in health food and natural stores, Alba Botanica is getting exposure in stores including Target, Wal-Mart, Walgreens, CVS, Kroger and Costco.
“The message seems especially relevant right now as we are seeing women feel they are marginalized. A lot of everyday women are being driven to activism as we saw from the Women’s March on Washington. They are starting to think hard about the choices they make every day,” Galusha explained. “We feel a digital campaign is a good way to stretch our dollars and gives us meaningful impressions.” Beyond YouTube, Do Good. Do Beautiful will be on all Alba Botanica social platforms.
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The documentary-style campaign dovetails with consumers’ budding interest in seeking more “good for you and good for the planet products,” a market segment Alba Botanica has existed in years before it became on trend. “Natural is a hot buzzword right now, but we’ve been doing it since 1979. There used to not be the competition there is today. To stay relevant, it isn’t enough to just say we were there first,” Galusha noted.
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Maintaining its turf will be critical as retailers scramble to fill shelves with healthier products. According to a recent Harris Poll, more than half of women check ingredients before purchasing and more than one-in-three plan to purchase more all-natural beauty products in the next two years versus current consumption.
“The choices you make in personal care say a lot about who you are and what’s important to you,” noted Galusha. “There are a lot of things you can do to make a difference in the world. We never test on animals, we avoid chemicals that are bad for people and the planet and our sunscreens are biodegradable. These are values we share with our consumers.”
The five stories are expected to strike a chord, especially with Millennials in search of transparent and authentic brands. The Harris survey found that 73 percent of Millennial women said it is important to choose all natural beauty.
Each video chronicles a day in the life of the handpicked women, who are in their 20s and 30s, who range from an urban gardener to a marine biologist. Each woman is a loyal Alba Botanica user; each video highlights Alba Botanica products. For example, the marine biologist vignette showcases a newly improved sun-care collection — a category with tremendous demand for natural options. Another story focusing in on embracing natural hair zeroes in on a new hair-care line, Hawaiian Marula Miracle. The sulfate-free cleansing and conditioning collection is infused with virgin, wild-harvested, fair-trade marula oil.
Additionally, the writer and director of the campaign is a woman, Donna Lamar, who also felt strongly about hiring an all-female crew. The director of photography is Marianne Williams, who, as a cinematographer, has experienced gender bias. “Given the nature of the story we were telling, we felt this was important,” Galusha said.