The Context: Goddess Garden's market share has been gradually declining over the last 2 years (2.5%). Moms are the primary consumers of sunscreen, which is why Goddess Garden and other leading brands have targeted them. Market trends reflect an increasing preference towards natural offerings in the past decade, and Goddess Garden Organics offers the ONLY certified organic sunscreen on the market. Unfortunately, conventional sunscreens still hold the throne (Neutrogena, Coppertone, Banana Boat).
Sunscreen is a functional product: its sole purpose is to protect from sun exposure. To nobody's surprise, moms' number one priority in this world is protect their children. Currently, the most popular sunscreens in today's world are filled with hormone-disrupting ingredients, like Oxybenzone, that also infect ocean waters and kill coral reefs. Moreover, sunscreen SPF levels don't necessarily define more protection. Studies show that there is a point of diminishing return after about 42 SPF. Although this problem has started to become more visible to the public eye, most moms still don't know this.
Well, shit.
Frankly, nobody puts a lot of effort into choosing their sunscreen. They hit up CVS on the way home before vacation, or put it on their Costco list. There is also a HUGE education barrier in regards to teaching moms about the effects of sunscreen. You would need to prove:
1. The harms of conventional sunscreens
2.Why other natural offerings aren't actually natural
3. The legitimacy of Goddess Garden as the best sunscreen on the shelf
On the other hand, it is in a moms nature to listen if somebody tells them that their buying behaviors are harming their children.
Moms are bombarded with thousands of messages a day. On top of that, they simply just don't care about sunscreen. Make moms worry about their sunscreen choices, yet tell them Goddess Garden Organics is a quick and easy fix to their new problem.
Goddess Garden Organics’ consumer target is Marcie Schmitz. She’s caring, conscientious, and considerate. As a married woman with children, she knows her role when it comes to her kids. She’s the mom at swim practice who brings the snacks that kids love AND parents approve of, while other moms can’t seem to find the balance. She radiates a healthy lifestyle and inspires others to follow. She seeks a brighter, longer future for everyone and everything.
Unfortunately, Marcie is frequently overwhelmed by her instinctual need to provide for and protect her family. It’s hard to balance the stress of worrying about kids while also continuing to live a full life. As a result, Marcie seeks out ways that make being a good mom, easier.
Partnership with Summer Camps: Goddess Garden gives moms peace of mind while dropping their kids off at camp. Instead of just hammering moms, this builds a bridge between moms and kids. Moms read the brochures and information about the camps they send their kids to, while the kids associate the brand as the sunscreen they always used at summer camp.
Spring Skiing: Goddess Garden had already investigated skiing and snowboarding spaces for marketing initiatives to drive year-round sales.... and failed (October-February). Rather than trying to make sunscreen a year round product, this type of native advertising seeks to elongate the summer, and brings awareness to the brand at places where families gather. This concept is not limited to spring skiing, and could be explored at parks, community pools, water parks, etc.
The Worry Wall: Goddess Garden is already heavily active in penetrating online mommy bloggers. So, we took these online communities to the real world through creating platforms for moms to vent in large public places, like Millennium park, Golden Gate Park, Central Park, etc.
In-Store Shopping Carts: The vast majority of moms are picking up sunscreen at conventional retail outlets. This marketing initiative drives sales in-stores through educating moms on the harms of conventional sunscreen after they complete the struggle of getting their toddler to sit in the "cart-seat."