Sorry Not Sorry - Denmark

TARGET MARKET

Z GEN

Gen Z can’t recall a time without technology, the internet, and social media, which sometimes stereotypes them as

tech-addicted, social, or

justice warriors”

anti“social

à record screen-time à major content consumers à enjoy generating their own content

Gen Z: the shopping feel So are they turning to online only?

2x as likely to make a mobile online purchase than millennials The majority of GenZ values convenience of online BUT actually prefers to shop in-store -In retail environments that innovative, are tactile, high-tech or interactive -Touching and testing the products is a priority -Feel more loyal to brands that they can interact with

The discovery of a brand is what takes place online.. ..social media is the top new product awareness & influence channel

Gen Z: the brand buy-in 1. Hooked to Instagram, YouTube, Snapchat

+ TikTok and Facebook

-

short-form video and mobile-optimized content

-

content that quickly cuts to the chase and explains why product provides value

-

expect brands to use data to deliver exactly what they want to see

2. Trust friends and family over anyone else Peer review + User Generated Content

3. Filters are out, co-creation is in. dynamic and liberal group want to be seen and treated as individuals Value individual expression and authenticity Ă purchase products and services that highlight their identity Ă Value the opportunity to co-create with brands from their unique perspectives

IN comes

Who Are We‌?

(Internet slang) Used to sarcastically express a lack of guilt over an action or statement.

#SorryNotSorry

Sassy Empowering Cheeky Bold Loud

What do we have to say • Dare to be different, but more importantly, yourself!

• Be unapologetically happy in your own skin.

And empowered to show what’s under.

• Unite young Gen Z to create a safe community for expression.

Who Is She Who is She? Young, vivacious and curious.

Obsessed with all things “Instagramable�. She loves anything a little bit tongue-in-cheek to grab her attention.

Getting a reaction is what they live for. A bath & body range that looks too good to be kept secret is what they crave!

USP’S

unique quirky packaging

#INSTAGRAMMABL E

form of self expression à

à

VEGAN & ETHICAL

RELATABLE MESSAGE

PRODUCT PERFORMANC E

COMPETITIVE PRICE

Marketing Strategy To support the launch of the Sorry, Not Sorry range, we have created a 360 marketing campaign with the objectives of:

Outdoor advertising

Influencer collaborations

Print Media

Marketing Mix

Capturing the attention of current So…? customers to encourage them to buy into a new category: the brand’s extension into bath & body.

Acquiring new customers who already consumer bath and body to buy into the So…? Sorry, Not Sorry Bath and Body range.

This will be achieved through digital tactics:

Virtual Events

Social media

We’re leaving out offline activities for the time being due to the current Covid19 situation. This can be reassessed as lockdown lifting progresses.

We are focusing on online platforms, where a higher ROI is still a guarantee.

Social Media Strategy Objectives: ❤ Raise awareness for the brand’s new range

Gifs

User Generated Content

Take-Overs

❤ Position SNS as a vehicle for empowerment and self-expression ❤ Generate curiosity for the B&B category ❤ Create relevance for B&B (through pampering & self-care) in a time of social isolation ❤ Grow a strong and engaged following base

Paid/ organic Influencer Generated Content

How-To Video Content

Model Shots

Still Life Flatlays

Content Strategy Taking and adapting our consumers TOV:

communicate the unapologetic message the range has to offer through the witty slogans on product

Playing up to the packaging’s componentry: making direct links with props and poses to demonstrate the range’s fun and quirky persona.

Emphasise the correlation between our products and the content we are putting out there!

Reviews Consumers that highly value the opinion of their peers

Essential to roll-out product launch together with a reviews campaign effort Possible methods - Reviews agencies - CTA (Call To Action) in existing communication channels (i.e. social media, CRM) - If selling on eCommerce: ask for review shortly after purchase - Reward: Create an incentive system

Instagram Teasing Grid Post in sofragrancedk account – coming soon!

Tease consumer with SNS launch. The idea is to create a loud message in a fun way on our page before the launch date

Instagram Take-Over Instagram Takeover ❤ ‘Taking over’ Normal retailer’s social media – for a limited period of time all feed and social content published is exclusively about SNS. ❤ Takeover ideas include: IG TV, Stories, grid post and live video updates ❤ Excites and teases audiences during our launch period – impossible to miss!

Instagram Take-Over • We recently took over Superdrug’s Instagram in the UK to debut our new Sorry, Not Sorry Bath & Body Range.

• We gained over 1.3k followers as a direct results of the Giveaway in conjunction with Superdrug as part of our take-over!

Likes: 29,477 Product Clicks:347 Comments: 2100 Impressions: 680,245 Reach: 657,410

Influencers to Work with & more‌ In the UK, we are collaborating with relevant influencers Finding profiles who advocate beyond beauty: -

Quirky campaigners for self expression -

Promoters of unstereotyping roles -

Backers of individuality

In Denmark, finding the right influencers will be key to position the range & reach the right target audience. Ideally: Carrying the above values, she would have a strong base of young audiences, fun, stylish, juggles between being sassy and funny and follows beauty and fashion trends.

Examples of UK Influencers we have worked with:

Influencers to Work with & more…

@JazzyBum 146k Followers

@Sophirelee 99.9k Followers

@GraceFoley & @GraceShadrack 132k Followers & 133k Followers

@IdkimHaz 91.1k Followers

@Misha_Grimes 126k Followers

@CCClarkeBeauty 2.1m Followers

@EmmaLaila 23k Followers

@ElleDarby_ 275k Followers

Influencer Package introduce SNS product to Danish audiences and shout about the launch ❤ Influencers to receive an SNS box from Sofragrance to review and post in their SM, tagging @sofragrancedk ❤ We received a huge success and visibility in the UK with unpaid influencer collaborations ❤ Example of product box and influencers review:

Influencer Campaign To make sure that our products are being reviewed by influencers, we suggest a 2 stage paid influencer campaign to roll out in different weeks. This will allow for 1) a focused, clear message at each stage, 2) to timely give the spotlight to every product in the portfolio, and 3) to have better control over the content published.

Stage 1: Bath focus – week 1 & 2 Influencers to ONLY receive bath-related product, including scrubs, bath fizzer & bath milk.

Content needs to be sent back for approval before posting.

Stage 2: Skin focus – week 3 & 4 Influencers to ONLY receive skin-related product, including body butter, shower yoghurt and scrubs. Content needs to be sent back for approval before posting.

Stage 3: Hair focus – week 5 & 6 Influencers to ONLY receive hair-related product, including hair mask and hair mist. Content needs to be sent back for approval before posting.

Giveaway/ Competition Boost followers with giving away product and engage audiences with activity, give a chance for followers to touch and feel our products.

Instructions: ❤ Share your pamper/ bath time preparation and tag us (@sofragrancedk) with hashtag #pamperseshwithSO (could be adjust to locally relevant hashtag) ❤ Follow our account (@sofragrancedk) ❤ The lucky followers will win our products ❤ Bonus point if you mention your besties and like as many pictures as you can on our @sofragrancedk page

This works even best when in collaboration with influencers or in partnership with other brands:

Giveaway + Influencers collab ❤ Engage followers with giving away product, reach wider audiences through influencers ❤ Collaborate with influencers for giveaway message ❤ Instructions: 1. Like this post 2. Follow our account (@sofragrancedk) and Influencers account 3. Tag as many friends as – the more the merrier 4. The lucky followers will win our products

Brand Partnership ❤ ❤ ❤ ❤ ❤

Aim to achieve bigger, broader audience To select partner with similar overall brand message, target audience, objectives and goals.

Social buzz, give people something to talk about A chance to reach diverse audiences Could explore partnership around product sampling, giveaway, content creation, bundling, new product launch

❤ Example of what we have done previously with UK market à SNS x Tanologist giveaway:

ATTACHMENTS

The Range There are 4 sub ranges in SNS that all have different colours. Each sub range represent different functions based on the formulations/extracts and fragrance.

Turquoise

Pink

Coral

Purple

The Fragrances Turquoise

Pink

(SWEET ALMOND)

(SWEET PEA)

Coral

(WATERMELON)

Purple

(VANILLA)

Body Butter 250ML

Spread this rich butter on your body and let it sink in fully. Now enjoy that deeply nourished feelin’

Spread the Love • Nourishing Body Butter with Hemp Seed Oil • Sweet Almond Fragrance

Butter Up! • Reviving Body Butter with Argan Oil • Vanilla Fragrance

Body Lotion 345ML

Gently massage into the skin until absorbed.

Skin might feel so soft you’re going to want to keep touching it!

Feed Yo’ Body

Sink It In

• Pampering Body Lotion with Coconut Oil • Watermelon Fragrance

• Soothing Body Lotion with Aloe Vera &Vitamin E • Sweet Pea Fragrance

Bath Fizz Drops 80GM

• Fragrance L to R: Lavender, Vanilla, Sweet Floral, Cherry Blossom • Use: Remove cap and chuck a few fizzers into your bath. Add more for extra colour and scent

Bath Fizzer 150GM

• Bath Fizzer • Fragrance L to R: Sweet Floral, Cherry Blossom, Lavender, Vanilla, • Use: Remove the outer packaging and throw the fizzer directly in your hot bath. Enjoy!

Bath Milk 500ML

• Soak it Up Reviving Bath Milk with Sweet Almond Oil Vanilla fragrance • Milk Vibes Nourishing Bath Milk with Golden Chamomile - Sweet Almond fragrance • Milky Way Bae Soothing Bath Milk with Cucumber & Aloe Vera – Sweet Pea fragrance • Moo’d Pampering Bath Milk with Peach Extract – Watermelon fragrance

• It looks like milk but its dairy free and vegan friendly.

• Use: Simply pour in your hot bath and enjoy that Cleopatra lifestyle.

Shower

Shower Yoghurt 200ML • Use: Apply this creamy shower yoghurt on wet skin and lather up for a softly cleansed body.

Don’t forget to rinse off!

• Reviving Shower Cream with Sweet Almond Oil • Vanilla Fragrance

• Nourishing Shower Cream with Golden Chamomile • Sweet Almond Fragrance

Shower

Shower Jelly 345ML • Use: Apply this refreshing shower jelly to wet skin and lather up! Rinse it well baby!

• Soothing Shower Gel with Aloe Vera & Cucumber • Sweet Pea Fragrance

• Pampering Shower Gel with Jojoba • Watermelon Fragrance

Scrubs

• Reviving Body Scrub with Sweet Almond Oil • Vanilla Fragrance

Body Buffer 450ML

• Nourishing Body Scrub with Ylang Ylang • Sweet Almond Fragrance

• Use: Scoop out a generous amount and apply to that rockin’ body of yours. Massage gently over wet skin and rinse off with warm water. Buff your sorrows away and enjoy smooth skin.

Scrubs

• Pout Scrub with Jojoba Seed Oil • Red Berries Fragrance • Use: rub the scrub gently over your lips for 10 seconds or more. Rinse off with warm water.

Now put it to the test: find some lips to kiss!

Pout Scrub 15ml & Pout Balm 12ml

• Pout Balm with Sweet Almond Oil • Red Berries Fragrance • Use: Gently massage into lips until fully absorbed. Show off those lips and take a selfie!

Hair Mask 200ml • Use: Repair and restore your hair with this deeply nourishing moisture mask. Apply to freshly shampooed and towel dried hair. Leave on for 510 minutes (gives you enough time to have a little dance ) and rinse thoroughly. For more intense treatment, leave on for 20 minutes.

• Hair Repairing Treatment with Green Tea Extracts • Sweet Pea Fragrance

Hair Mists 60ml

• Fragranced Smoothing Hair Mist with Argan Oil • Sweet Pea Fragrance

• Fragranced Glistening Hair Mist with Argan Oil • Watermelon Fragrance

• Use: Apply to dry hair for instant radiance! Be ready to make heads turn!

200ml

Just Spray It •

Sweet Pea Fragrance

Good Vibes Spray • Sweet Almond My Way Fragrance

•

Watermelon Fragrance

Lookin’ Good •

Vanilla Fragrance

• Use: Start your day with a spritz (or five) of this deliciously fragrant bottle of sunshine.

Content Examples GIF CONTENT

How to videos: https://www.youtube.com/watch?v=tUesvy 4u9T0 https://www.youtube.com/watch?v=NOZW tzEY4f8

Content Examples

Girls Night In Box So…? Products • SNS Soak it Up • SNS Bath Bomb • SNS Scrub Additionals • Cadbury’s Hot Chocolate • Squashies • Sweets Popcorn • Face Mask