Godiva
brand extension | beauty brand launch |
Ask: Create a beauty brand extension for Godiva that resonates with younger audiences.
background
Godiva is struggling to stay relevant.
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With the closure of its U.S. stores, the brand is looking to revamp its image through a beauty line extension to connect with a younger audience.
key findings
​Godiva's roots carry a feminist legacy.​
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Godiva's name comes from Lady Godiva, known for her bold political statement of riding naked through the streets on a horse, symbolizing the brand's heritage and fearless spirit.
The beauty industry is in need of a beauty revolution.
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Despite the industry's emphasis on empowerment, individuals face societal pressure to conform to beauty standards.​
realization
brand truth
Godiva's origin embodies self-love and self-expression as a revolutionary act.
insight
Internal empowerment fuels self-expression.
yet
problem
Individuals associate empowerment with external demonstrations.
Opportunity:
People crave self-expression. Godiva is the result of it. Why not embrace the brand’s origin to start a beauty revolution that inspires young individuals to partake in the rebellious act of being themselves?
strategy
Harness the power of radical self-love through the universal language of beauty.
introducing...
Products
Getting the word out
The Digital Realm
We'll release NFTs with utility value for DAVI, enabling consumers to unlock exclusive perks and benefits.
Limited edition red lipstick
Available with an NFT purchase.
*Lipsticks come with a code that unlocks the exclusive "Lady GODIVA" horse skin to use during Decentraland's Music Festival.*
Embrace self-love as a radical act against society's unrealistic standards.
Ride your own horse with DAVI.
my role
the team
Strategy & storytelling
Brand audit & competitive analysis
Got real with women about the fallacy of “being empowered”.
Attended a concert in the virtual world to correctly infiltrate DAVI into the metaverse.