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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.

  • 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.​

  • 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.

  • 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.

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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...

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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.

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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.*

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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.

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