The Afro-Caribbean hair care market is flooded with brands that blend into one baffling blur for customers who want simple, effective products that truly work. This is why, when Africare approached Mansuba with their plan for a brand refresh, it was immediately clear what the first challenge was.
Africare and Mansuba studied the competition and focused primarily on building a brand that would stand out from the rest, while clearly promoting its credentials and value. Mansuba worked closely with the team at Africare to create a transcultural identity that would appeal to their target female market and a national campaign to promote it.
Mansuba took care of the client’s budget requirements and supervised all media planning for the campaign, ensuring a smooth process from start to finish.
The success of the campaign was easily measured by a significant increase in sales and customer awareness.
Mansuba’s relationship with Africare is continuing with the creation of a new website, designed and built with the brand’s identities and values always in mind.
Mansuba’s creative team worked side by side with the photographer and models to bring Africare’s vision into reality. The strapline Harmony in Nature was created to reflect the company’s emphasis on natural ingredients and gentle formulas. This was accentuated by the sense of harmony portrayed in the photographic landscapes.
Using the varied skin tones of the models and different backdrops to evoke a sense of multicultural diversity, a truly vibrant and original brand identity was created.
When Mansuba’s stunning images graced the pages of magazines, they immediately positioned Africare as a cut above the rest. The beauty of the photography, along with the simple elegance of the product range, left the competition trailing behind and is continuing to do so.
After the success of the magazine spreads, Mansuba worked with Africare to keep up the brand’s momentum by widening its presence through exclusive salons across the country.
Working with the images Mansuba had created, striking displays were created to immediately secure the attention of salon customers, prompting questions and creating opportunities for conversation.
Understanding the importance of word of mouth and personal recommendation in the world of cosmetics, Mansuba harnessed its influence through simple, beautiful and customisable displays.
The wide variety of products in the Africare range provided the opportunity for a clear, comprehensive product guide for customers, and a brochure was created.
Aiming for subtlety and simplicity, Mansuba carefully chose a palette of soft pastel colours to differentiate and identify each product in the brochure. The colours were inspired by femininity and created a gently defiant response to the reputation of Afro-Caribbean hair care products as being full of damaging chemicals.
The brand’s focus on care was brought to the forefront and created a refreshing alternative for customers.
Services: Branding - Positioning - Advertising - Media Buying - POS - Design - Copywrite