Pure Choice Partnership
We were approached by the team behind Skin Health Alliance – an independent dermatological accreditation for skin-safe products – to help them shape a new market proposition. Combining professional research and consumer engagement, we worked with them to bring their start-up accreditation to life in a way that has enabled them to strike up conversation with world-leading brands.
Consumers are taking an ever-increasing interest in what they are putting their money towards, in all areas, but are also progressively more focused on what they are using on their bodies. As well as this, there are increasing regulations around commonly used on-packet claims such as “hypoallergenic and” “free from…”.
The SHA team understood that there might be a gap in the market for a new type of accreditation but wanted to work with us to help them to uncover what consumers actually want. Our research, strategy and creative expertise, combined with their industry connections and sector-specific knowledge meant that we could craft a proposition for a unique accreditation that speaks to consumer and industry needs.
Challenges and process
During the process we were faced with a couple of complex challenges, the first being: how can we get to the heart of consumer needs?
By conducting a variety of in-depth user interviews, we were able to uncover what consumers look for in products (including must-haves and avoids), their knowledge of existing accreditations and their purchasing decision factors in general. In discussions with industry experts (from brand and marketing managers to dermatologists) we focussed on emerging trends and consumer demands.
From this wealth of information we were able to paint a picture of consumer landscape. We realised there was a lot of confusion about terms like “dermatologically tested” but this did not translate into a desire for allergen-free messaging. Instead, there was a greater demand for sustainable and natural products, with consumers seeing these a better stand-in for allergy-free claims. However, throughout all our interviews we found that people are overwhelmed by the amount of information they are faced with, and need something that will give them reassurance and certainty in what they buy. This was at the core of deciding the role the accreditation needed to play.
Ultimately, there was a gap in the market for a one-stop-shop accreditation that answers all key consumer needs; products that are good for the planet and for your body. This would help consumers navigate the products available to them, and empower them to purchase and explore new products responsibly. It would also allow large organisations to clearly communicate their sustainability credentials to their audiences in a clear and concise manner.
With a clear vision in place of the needs the accreditation would need to answer, the challenge was: how can we inspire trust in a brand-new authority?
With a fine balance to manage between looking approachable and associated with naturals whilst also evidencing expertise, we started by developing a name that would help to represent the principles behind the accreditation, and would facilitate a quick and easy understanding. Pure Choice Partnership works to tell new audiences what the accreditation is focused around, but also conveys a sense of knowledge and authority.
Developing the marque was a particular focus as it is the “product” that organisations are seeking, and is the visible face of the accreditation. We worked to create something that is legible at all scales, particularly focusing on small packaging, and that can also spring off into other creative formats.
Impact and next steps
Pure Choice Partnership has already had significant interest from large global consumer goods organisations. We are now working on innovative ways to launch the brand to a consumer audience, as well as continuing to support the growth of the company.