Naked Bodycare is a 97% natural toiletries and haircare brand, sold exclusively through Boots and online.
At a reasonable price point, with a great brand story and a unique tone of voice, when it launched in 2005 there was nothing else similar on the high street. The brand was a run-away success, quickly becoming a multi-million pound business, but at the beginning of 2007, its very small team were looking to consolidate on this success to take the brand to the next level.
Cream was brought on board as a consultancy, primarily to review the PR positioning and to relaunch the website.
Whilst the brand had enjoyed good press coverage at launch, it became apparent that they key messages weren’t getting through. Products were regularly featured on the beauty pages, but the ‘natural story’ wasn’t being conveyed, which ultimately is the main reason-to-purchase.
Cream recognised that there was a growing trend in PR celebrating female entrepreneurs who had launched successful businesses on the back of their own experiences. This totally mirrored Naked’s beginnings and in addition, the green and natural revolution was about to begin, again presenting fabulous opportunities for the brand. Therefore a new PR strategy was devised and implemented.
Louise Potts, Naked’s founder says: “With PR, they became the star. Naked now has a totally new, focused direction in the way we PR our brand. Thanks to their intuition, the new relationships they built for Naked and the tactics they put in place, we are now enjoying the best quality press coverage we have ever had.”
In addition, Naked’s brand personality is so strong, that it was imperative that it wasn’t employed at every single touchpoint for the customer. Cream spent time implementing processes for PR, the website and customer services to engage with customers at every opportunity, creating a loyal base of customers who have proven to be the brand’s strongest advocates.
With the relaunch of the website the database grew exponentially and web sales quadrupled.
Why not read the full testimonial from Louise Potts, Founder of Naked Bodycare.
