Opal Organics is launching a new line of sustainable, organic hair care products. The brand focuses on quality ingredients, ethical sourcing, and inclusive, non-gendered products. Key elements of the branding and marketing strategy include earth tone colors to represent the brand, alchemic style packaging, and a mission of providing the highest quality clean products through sustainable practices. The target markets are women ages 35-45 interested in sustainable products, hair stylists looking for high performance yet sustainable options, and those seeking non-gendered products. Social media strategies focus on Instagram, YouTube and Pinterest to share videos, tutorials and highlights through influencer marketing and campaigns like #AlchemyWithOpal to build community. Mockups showcase potential

1. Opal
Organics
BRANDING PROJECT
PRESENTATION BY ASHLEY ATKINSON
Branding & Storytelling
ART 40712 Final Project
Due: December 12, 2020

2. Table of
Contents
SLIDE BREAKDOWN
Company Background
Logo
Mission Statement
Target Market
Social Media Analysis
Campaign Strategy
Mockups

3. Company
Background
WHO ARE WE?
Plant Alchemy + A Myriad of
Beauty
A sustainable, organic, clean hair product company
that remains Inclusive to all. We focus on quality
ingredients + ethical sourcing, high
performance + non-gender specific products, and
encourage a natural approach in house +
throughout the world of beauty. Plant Alchemy + A
Myriad of Beauty.

4. The Colors of Opal
WARM EARTH TONES
Although the precious opal stone represents multicolor magic, we thought it
important to utilize warm, earth tones to best represent the brand and how
close to nature these products remain. The juxtaposition between the brand
name and color scheme encompasses the entire vision.
SANDSTONE
#BD9D78
BROWN
RUST
#8B3E2C
MUSTARD
#B76900

5. Logo + Aesthetics
PACKAGING, PRODUCTS, AND MORE...
Alchemic style packaging
Vision: amber glass
bottles, droppers for
serums, refillable and
recyclable.
First launch:
Cleansing Milk
Sea Spray
Milk Leave In
Hydrating Balm
Aromas: earthy +
grounding + warm
palo santo, cedar, sage,
sandalwood, balsam,
tobacco, frankincense

6. Fonts
LIBRE BASKERVILLE &
Luthier
Aprila Bold
Mak
Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0

7. Our Mission
Our mission at Opal Organics is to provide the
highest quality of clean, safe products through
sustainable practices and ethical sourcing. We
strive to cultivate community, inclusivity and
unparalleled education beyond industry standards
to embrace change and innovation in the world of
beauty.

8. Target
Market
STAYING TRUE TO OUR
MISSION
It Is behind every Intention we set and decision
we make to choose everyone. Opal Organics,
clean hair care for humankind

9. Persona 1
MEAGAN MADEUP
Background: professor of Liberal Arts at a community college. Married
with two young children (3 and 6) Demographics: Female, Age 35-45,
Dual Household Income $175,000, Located in suburban area close to
major metropolitan area. Communication Preference: Prefers email
communication, Light social media usage. Goals: Provide a safe and
healthy environment for her family and live a sustainable lifestyle inside
the home and classroom when possible. Challenges: Rid her bathroom
cabinet of “toxic” traditional beauty products, TIME; to style her hair and
research non-toxic/sustainable options to make the changes necessary.
Marketing Message/Elevator Pitch: Sustainable, non-toxic products
proven to perform. Opal Organics promises to provide safe, clean, and
sustainable hair solutions that perform better than traditional products
and are best with air dried styles

10. Persona 2
LISA IDEAL
Background: Hair stylist. Attended beauty school 10 years ago and has been
active in the industry since. Regularly attends advanced education courses
and remains current with movement/trends in the beauty industry. Owns a
salon studio space. Single, no children Demographics: Female, 28-40, 60-
100k, independent contractor. Lives in an urban area of a major city
(hipsterville). Communication Preferences: Prefers texts and emails for
communication. Very active on social media. Uses Instagram most for her
salon business. Goals: Provide clients with an amazing experience/service
using high performance products with standards in sustainability (to also
have confidence in sending clients home with these products). Taking care of
herself by using non-toxic products for longevity in the industry. Challenges:
Finding non-toxic product options that perform well. Remaining sustainable
in a wasteful, chemical filled industry. Marketing Message/Elevator Pitch:
Sustainable, non-toxic hair products proven to perform. We make it easy for
you to switch and maintain a non-toxic product line and received premium,
advanced education. Our products are better for the environment, your
clients, you long term health/career, and perform past traditional hair
product standards.

11. Persona 3
SAM SAMPLE
Background: Mid-level Graphic Designer for startup. On track for promotion
to be Senior Graphic Designer. Engaged, no children Demographics: Gender
non-conforming/non-binary, 20-35, 50-100k, City (ie Chicago, IL).
Communication Preferences: Prefers email/social communication, Heavy
social media usage Goals: Explore intersectionality within social/human
issues by incorporating sustainability practices. Support companies who
choose to represent multiple causes. Find non-gendered products that work
well for any style. Challenges: Finding non-gender specified products and
companies that align with values. Finding sustainable products that cater and
perform well for many styles. Marketing Message/Elevator Pitch:
Sustainable, non-gendered hair products. Opal Organics products are not
gender specific, they are non-toxic, and very versatile. A little goes a long
way, so your investment is well worth it and your support for the company
mean increased efforts in sustainability and other intersectional issues.

12. Social
Media
Strategy
What social platforms
and why?
Analysis
Social media content +
contest for engagement
Campaign Strategy
Content design. The
brand: Opal Organics.
Mockups + Plan

13. Analysis
WHAT SOCIAL PLATFORM & WHY?
2 billion logged in
73% of adults use YT
avg spent: 11.5
mins/day
335 million users
80% female
demographic
2 billion
searches/month
1 Billion users
200 million visit
business profiles
daily
ad reach: 849.3
million
You Tube Pinterest Instagram

14. You Tube
VIDEO & USER GENERATED CONTENT
You Tube is the perfect way to present the quality of
offerings from Opal Organics. Video content is essential
to any brand these days as it is the most popular content
consumed. It is a quick and effective way to communicate
to your audience without losing their attention. With
these products specifically, videos can focus on DIY hair
tutorials, product reviews, product launch information,
ingredient sourcing, and behind the scenes of
professionals. You Tube can also be a great way content is
shared on other platforms via user share (such as on
Facebook). It is a great platform and tool that can
showcase an all-encompassing brand message and
specific vision. Furthermore, the implementation of
influencer marketing can be fully rounded through
both You Tube and Instagram channels.
Product Launch Videos as needed
Ingredient highlight & sourcing (1x a month)
Tutorials Tuesdays (1x a week)
Build UGC with Influencer marketing
Plan:

15. Instagram
THE MAIN SHOW
This platform is widely used by professional hairstylists
and clients alike. It is a great way to directly engage and
share the company and Its core values along with all the
brand represents. It seems as if Instagram is a social
media platform used widely by smaller, independent
brands that hold meaning behind their existence and what
they stand for. It will be important for Opal Organics to
remain active on this platform to help get proper,
cohesive, diverse content out there. Millennials and Gen
Z alike, these consumers make up a large. Instagram has
a plethora of content creation tools like the newest “reels”
video. Instagram will help this marketing and branding
plan by staying up to date with trends, providing brand
consistency and pumping out consistent, engaging
content. Influencer marketing can be extremely successful
with beauty brands and Is a must.
Post 1x daily (on feed and in stories): mission +
brand aligned content Including sourcing stories,
how to's, etc.
Post 2x's daily leading up to and during launches.
Focus on product/ingredient highlights
Influencer marketing, collaborations, sponsored
professionals
Targeted ads/promoted posts
Plan:

16. Pinterest
BONUS CONTENT
Links back to our website will always do the company
justice. This Is where tutorials can live and look books
are created. The product and Its handy work can truly
shine on Pinterest. We will need to get specific with
content- DIYs, hairstyling hacks, and even promoted
posts. Our Inclusive Imagery will create a space for many
and Invite them Into our world through direct links and
links to other various social channels when relevant.
Link back to You Tube and Instagram tutorials
Aligned aesthetics (utilize links back to Instagram
Product highlights + promoted posts
Hair DIYs (focus on holiday or event related themes
Plan:

17. Campaign Strategy
#ALCHEMYWITHOPAL
This social media campaign Is
geared towards our
#OpalOrganicsProfessional's and
building a strong community +
education network from within.
Each stylist will be asked to create
a look that represents the myriad
of differences within us, that Is
celebrated by our company.
Through color, heritage, culture,
and anything that best represents
our shared "humankind".
Participants:
Must be licensed professional
Post final photos on Instagram
Post Opal products used to create the look
Follow @OpalOrganics and tag
#ALCHEMYWITHOPAL
Purpose:
Gain brand awareness within the professional
community (and among their clientele) which will
ultimately lead to more in salon, distribution, and
professional industry Influencer partnerships

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19. Mockup:
Social
Campaign

20. Mockup:
Instagram Posts

21. Mockup: You Tube

22. M
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Y
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23. Mockup: You Tube Episode

24. Explore Our World
WWW.OPALORGANICS.COM