NEUÚ is a science backed Irish skincare business located at the University Of Limerick. Susan Keating is the founder of NEUÚ and together with her team of scientists has created a new range of skincare products that harness the unique moisturising and elasticity properties of Atlantic seaweed.
Their first range NEUÚ MEN, has launched in 2018. The NEUÚ WOMEN’s range will launch in 2019.
Barlo has worked with the team at NEUÚ in developing their overall brand strategy and a fully integrated marketing plan for the launch of the brand, including their digital marketing strategy, design and development of their product packaging range, their e-commerce website together with retail POS materials and mixed media assets.
Strategically, we worked with NEUÚ to understand their target audience and how their competitors were currently positioning themselves in the market. We also wanted to take advantage of NEUÚ being the first brand within the seaweed skincare sector to develop and launch a male range. Taking market insight data and marrying that to their brand vision we helped shape a strong brand and marketing strategy.
Intertidal seaweed naturally retains moisture and elasticity despite the desiccating effects of salt water. The NEUÚ team knew that if nature can protect seaweed, it can also protect your skin. The scientists at the NEUÚ laboratory set about finding a way to isolate and then extracting these unique lipid properties found in seaweed.
They developed a multi-step process, which extracts the Essential Marine Fatty Acids (lipids) and then recombines them in a potent new form.
This unique NEUÚ Lipid Lock seals all the nourishing and therapeutic benefits drawn from the seaweed.
Their hero ingredient is Ascophyllum Nodosum, a species of seaweed indigenous to the North Atlantic Ocean. This NEUÚ seaweed is fresh, organic and sustainable.
One of the initial tasks was to build out and articulate the NEUÚ brand story. To capture their founders’ vision and the unique aspects of the product in a manner that would be engaging and compelling to their audiences. Developing their brand tone of voice was an important as it conveyed the essential character of the brand – innovative, accessible and unique.
The NEUÚ range has launched with 7 products for men all based on a potent blend of active seaweed extract.
We worked with their team in developing the range of packaging paying particular attention to the type of paper stock used and ensuring colour consistency for the brand. We chose a use an uncoated paper for all packaging as it reflected the natural organic nature of the product. For colour, we ran a series of wet proofs to establish the optimum colour consistency across different paper substrates and finalising agreed colours in .CXF format to ensure absolute consistency for the brand as they develop into the future.
The result is a very tactile packaging range, beautifully design and illustrated ensuring that NEUÚ has an excellent presence for customers and also at retail point of sale.
We also knew that delivering good marketing communications would require top quality imagery and video assets. We developed a suite of product images shot in studio and also on location where we captured the quality of the packaging and also showcasing the unique botanical ingredients used in each of the products.
To ensure we had a successful digital launch campaign, we needed to produce high quality video assets. A central part of this was a brand video, which we shot on location, and depicts the NEUÚ story from raw material, through the laboratory extraction process to finished branded product.
We also shot a number of short video pieces on location depicting different characteristics of the brand and product range. These short pieces have been put to good use as part of the digital marketing activities.
With the full product range ready for market we moved into the design and development of their e-commerce website. Our team developed the design and UX detail and built out both front and back ends of the site delivering a fully functioning website across all browsers and devices.
At the heart of the site, was the customer experience and ensuring that all content and product was delivered in the best possible way. Zendesk chat and support functions were deployed to ensure better customer experience. Full analytics was put in place ensuring sales, inventory and delivery management could be monitored in real time.
Barlo developed a fully integrated digital Inbound Marketing strategy for NEUÚ. This program included market analysis, target audience profiling and persona development as an initial research exercise.
From there we developed deep level keyword mapping to ensure all our content could be optimised. From here we created a content calendar detailing how the different digital channels such as Instagram, Facebook, Snapchat, You Tube, the NEUÚ blog etc. would be activated. Then the content creation program began involving writing, image development, animation, video etc. Newsletter sign up and email marketing campaigns were put in place.
A fully integrated Google Adwords and social media campaign strategies were developed again rooted in the customer personas and all the related optimised content.
An important target audience for the brand was identified as international travellers. Hence a retail presence was secured at Duty Free Shannon Duty Free as part of the retail launch. The brand has been successfully launched and sales are rising steadily.