Lave Skin.

Challenge

Don Benjamin is a celebrity, model, actor, and musician with
2 million Instagram followers. Naturally, with that kind of influence, many brands try to solicit his endorsement. But Don has his own ideas about what makes a great product.

Don approached Cape & Bay with a vision of creating a revolutionary skincare brand. He wanted a brand that would offer something totally different from the rest of the offerings on the market today—something that would appeal to his own active lifestyle as well as those of his followers.

Challenge

Don Benjamin is a celebrity, model, actor, and musician with
2 million Instagram followers. Naturally, with that kind of influence, many brands try to solicit his endorsement. But Don has his own ideas about what makes a great product.

Don approached Cape & Bay with a vision of creating a revolutionary skincare brand. He wanted a brand that would offer something totally different from the rest of the offerings on the market today—something that would appeal to his own active lifestyle as well as those of his followers.

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Strategy

The goal was to create a unique brand for this category and bring skincare products to users who were previously hesitant about using them. To accomplish this, we analyzed his brand, audience, and the market to identify needs and a product-market fit. After identifying gaps in shoppers’ current experience with skincare products, we found a need for easy-to-use skincare that could appeal to both women and men. We used this information to work with chemists to create products that were unique and innovative within their category.
Group 364

Strategy

The goal was to create a unique brand for this category and bring skincare products to users who were previously hesitant about using them. To accomplish this, we analyzed his brand, audience, and the market to identify needs and a product-market fit. After identifying gaps in shoppers’ current experience with skincare products, we found a need for easy-to-use skincare that could appeal to both women and men. We used this information to work with chemists to create products that were unique and innovative within their category.
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1- iPhone 12 Mockup
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Results

Our team worked directly with cosmetic chemists for more than a year and a half to develop exactly the right products. We refined strategy and positioning, created a brand identity, designed packaging, and developed the website and social media channels – all while leveraging Don’s platform to launch the brand.

Now other high-profile influencers in Don’s circle are bringing big brand ideas to Cape & Bay!