Key Fact:
Asian American women lack representation in the beauty industry and are often plagued by toxic stereotypes.
The Solution:
Advertising will be utilized to break down toxic stereotypes and question the roots of their origins by using LUSH beauty products to contradict the social norm.
Objective:
The advertising objective is to disrupt the toxic stereotypes of Asian American women perpetuated by the media.
Target Audience:
Asian Women ages 35-50. Middle class/upper-middle class woman living in a residential suburban area making an annual income of $60,000-80,000. Looking for high quality beauty products, more of a high-end lifestyle.
Concept & Tone:
- LUSH products are contemporary, bold, natural and non-toxic. The advertising would reflect this individuality and simplicity while addressing specific stereotypes of the Asian American woman
- All executions will include the new brand voice, "The Non-Toxic Brand" to show the bold stance and voice the brand carries.
- Stereotypes include: Lotus Blossom, Dragon Lady, "Exotic," Tiger Mom, docile/fragile/frail/submissive, sexualized and objectified.
Key Consumer Benefit:
- Anti-Animal Testing: They do not buy/sell products that carry out, fund or commission animal testing rather products that are actually tested on humans
- Similar to its products, it shows the raw beauty of women and emphasized individuality
- Ethically and environmentally friendly products: packaging is raw and "naked",
- Honest, wholesome: this brand lines up with what we are trying to incorporate in our campaign because it emphasizes transparency