LAUNCHING

NATYV SOUL
FCB ULKA, 20TH AUGUST, 2021
TASK:
GENERATE TRIALS
FOR HAIR MASQUE & HAIR SERUM

PILLARS OF COMMUNICATION:
EXOTIC BEAUTY & A DISTINCT A YOUNG, FEMALE
NATIVE INGREDIENTS BRAND WORLD CONSUMER
OUR GROUNDWORK

UNDERSTANDING THE A thorough communication

COMPETITIVE LANDSCAPE study of hair-care brands

Communication analysis of
GLOBAL LEARNINGS global brands and inputs
from FCB Global

In-depth interviews with

CONSUMER RESEARCH 15 women on their lifestyle,
ambitions and hair-care
LET US LOOK AT
THE SEGMENT
HAIRCARE IS BUSTLING
WITH MORE THAN
100 BRANDS
NEW, E-COMMERCE LED
BRANDS HAVE
SHIFTED CONVERSATION
NATURAL INGREDIENTS | AUTHENTIC SOURCING
CHEMICAL FREE | SUSTAINABLE | CRUELTY FREE
HEAVY USE OF INFLUENCERS, CELEBRITIES
TO EDUCATE CONSUMERS
INCUMBENTS BUILDING
THEIR PROPOSITION
WITH EMERGING
CATEGORY CODES
CHALLENGE: NEW, E-COMMERCE LED
CARVE A NICHE FOR NATYV SOUL BRANDS HAVE
IN A COMPETITIVE, CLUTTERED SEGMENTSHIFTED CONVERSATION
WHO ARE WE
TALKING TO?
THE YOUNG AND
RESTLESS INDIAN WOMAN

“ I have been working in my current job for a few years now.

But I think I want to move to something new and different
in terms of profession. Also maybe something that pays
much higher.”
Vanessa D’souza, 29

“I just recently completed my graduation. I have been

looking and researching on what to do ahead. I definitely
want to pursue higher studies abroad and probably even
settle there”

Hanshika Shetty, 20
DISCERNING, DIGITAL NATIVE

“ In my free time, I am browsing through social media or

just window shopping online. I also watch a lot of
web-series on OTT platforms.

When it comes to shopping, especially skincare-hair-care,

I first look at reviews before making a purchase.”

Anushree Parekh, 32
GLOBALLY AWARE,
EXPERIMENTATIVE, AMBITIOUS

“ Before the pandemic, I would aim to travel abroad at least

once a year. I love travelling to new, offbeat locations – either
alone or with my friends.
Once things are better, I will start making new travel plans.”

Clarissa Pinto, 27

“ I am trying out a lot of new things to see what I really

enjoy. I have taken up a short internship at a start-up. On
the weekends, I am learning a new language. I am just
trying to keep my mind open about possible
opportunities after college.”

Hanshika Shetty, 20
BUT LIFE IS HECTIC, STRESSFUL

“ So, I start my day at 9:30 am, I take a lunch break at 1

pm and then wrap up my work day by 9:30 pm. Oh my
god, wait, I have no life!
During the week especially, I hardly get time for myself.
Plus, all these new responsibilities and ‘adulting’ is not
easy at all”

Mignon D’costa, 28

“Everyone thinks that when you’re college, life is easy.

But no way! In the last 3 years of college, I have had
tremendous peer pressure to deal with and that really
takes a toll on you.”

Dhwani Shah, 21
RELATIONSHIP STATUS WITH HAIR:
IT’S COMPLICATED
LOVE-HATE RELATIONSHIP WITH HAIR

“For me, my hair is the most important part of my identity. In

the last few years, due to work stress and my lifestyle, I have
been facing a lot of hair problems. It has been really difficult
to manage my hair.
I do so much, but they still end up looking messy or unkempt”

Ashna Shah, 29

“My natural hair is very frizzy and I really can’t hang out
with my friends looking like that. I just feel very weird.
They all have great hair and I am always the odd one with
the abnormal hair.”

Hanshika Shetty, 20
CONSTANT EXPERIMENTS WITH
HAIR PRODUCTS
“I have become a hair product expert with the amount of
products I have tried. I would use Dove earlier but it
didn’t really help. Then I tried Mama Earth and WOW
because of their natural ingredients. They’re both very
average! Nothing worked for me. Currently I am trying
products from Plum”

Ashna Shah, 29

“Recently, lot of new products have come. I like some of

the new vegan, cruelty free products. Many of them
contain a lot of good, natural Indian ingredients. So, I
have been trying a few of them out.”

Dhwani Shah, 21
HAIR SERUM CONSUMER: ALL ABOUT LOOKING GOOD
DEMOGRAPHIC: LIFE:

• Aranya Sharma • High on experimentation

• 21 years • Self-conscious about appearance
• SEC A • Very social
• Student at Jai Hind College • Likes to travel
• Lives in Mumbai with her parents • Currently single but looking to date
• Active on social media
HAIR • Attempts to be sustainable
• Has a global outlook
• Doesn’t like her hair in its natural
state because they are always frizzy MEDIA:
• Hair should always be styled
and perfect
• Likes to try out different hair-styles,
hair colours
HAIR MASK CONSUMER: ALL ABOUT FEELING GOOD
DEMOGRAPHIC: LIFE:

• Nikita Matthews • Mid-career, in a transitional phase,

• 28 years looking to upgrade every aspect of
• SEC A her life
• Senior Manager at E&Y • Experimentative
• Lives with her fiancée in Delhi
• Recently exposed to global travel,
HAIR global cultures/trends
• Fitness inspired, conscious about
• Hectic lifestyle and hair overall health
experimentations have led to several
• Well-read, discerning and glued on
hair problems
to digital conversations
• Wants to preserve hair quality and
control damage • Conscious about environment,
sustainability

MEDIA: • Leads a stressful, hectic life

WHAT WILL MAKE THESE
WOMEN CHOOSE US?
WE HAVE AN EXOTIC AND EFFICACIOUS OFFERING

2X HIGHER HAIR SOFTNESS, FRIZZ CONTROL* 4X BETTER CONDITIONING*

*As compared to untreated hair

WE HAVE A FASCINATING BRAND WORLD

EXOTIC INGREDIENTS | NATIVE BEAUTY | FARAWAY, MYSTICAL LANDS | NATURAL

OUR BIG OPPORTUNITY
GROUP 1 GROUP 2 GROUP 3
PRICE Mass Premium Mass Premium Mass Premium
IMAGE Mass Premium Mass Premium Super Premium
INGREDIENTS Few, common, Primarily natural Primarily exotic
natural ingredients ingredients ingredients
EFFICACY CLAIMS Yes Yes Yes
CLEAN, CHEMICAL FREE No Yes Yes
BRANDS
LET’S GET INSPIRED
HOW HAVE BRANDS SIMILAR TO NATYV SOUL COMMUNICATED GLOBALLY?
CRAFT A COMPLETE VISUAL TREAT
ROMANCE THE INGREDIENTS, SOURCE
PRODUCT EFFICACY QUALIFIES CORE OFFERING
 IN SUM, THEY ELEVATE HAIR-CARE
FROM ROUTINE TO AN INDULGENT EXPERIENCE
OUR APPROACH
Q:BRAND FIRST OR
PRODUCT FIRST?
THE E-COM WAY:
LAUNCH PRODUCT FIRST
NATYV SOUL: A NEW BRAND
WITH STAGGERED LAUNCH
OUR RECOMMENDATION : PRODUCT FIRST

OVER TIME, BUILD

A MOTHER-BRAND NARRATIVE
THAT WILL INSPIRE CONFIDENCE

GRADUALLY SHAPE BUILD INDIVIDUAL PRODUCT NARRATIVE

MOTHER-BRAND IMAGE & EQUITY FOR HAIR SERUM, HAIR MASQUE
TWO EXECUTIONS FOR
PRODUCT FIRST APPROACH

COMMON IDEA SEPARATE IDEA

ADAPTED TO EACH FOR EACH PRODUCT
PRODUCT COMMUNICATION COMMUNICATION
TWO EXECUTIONS FOR
PRODUCT FIRST APPROACH

COMMON IDEA SEPARATE IDEA

ADAPTED TO EACH FOR EACH PRODUCT
PRODUCT COMMUNICATION COMMUNICATION
EXPERIMENTS WITH PRODUCTS, BRANDS.
BUT THEY DON’T ALWAYS WORK.

“ I am at this stage now where all I want is to STOP

any further damage to my hair. Because I just lost so
much hair. To this effect, I have tried out everything.
From my grandmother’s, mother’s, aunts’ “nuskas”, to
trying out nearly 5 new brands in the last few months.

But nothing has given me the results I am expecting.

Especially for all the hype that is created around these
products.”

Ashna Shah, 29
LEADS TO A SENSE OF HELPLESSNESS
 INSIGHT:
WOMEN ARE ALWAYS EAGER TO HELP EACH OTHER
WITH BEAUTY SOLUTIONS
WOMEN SHARING IDEAS PART OF
POPULAR CULTURE
 NATYV SOUL’S PRODUCTS
EMBODY THIS VERY SPIRIT
IDEA:
WITH LOVE FROM FRANCE / WEST AFRICA
 NATYV SOUL’S HAIR MASQUE NATYV SOUL’S HAIR SERUM
IS CREATED WITH THE HAIR CARE IS CREATED WITH THE HAIR-CARE
SECRETS SHARED WITH LOVE BY SECRETS SHARED WITH LOVE BY THE
THE WOMEN OF WEST AFRICA WOMEN OF FRANCE
CREATIVE WORK
#NatyvSecretsFromNatyvSoul
TEASERS
LAUNCH - CAROUSELS
LAUNCH-CAROUSELS
FILM 1
We see a young Indian girl look outside the window of her room. She can see the beautiful city skyline and a huge billboard towering above them
all – as if it were the centre of attraction of the frame.

The billboard has the photo of an exotic French woman with her beautiful hair. The Indian girl is mesmerized by this. Looking at her own lifeless
and dull hair, she - very dreamily and as if innocently wishing for it - speaks to the woman on the billboard, “Lady, lady, in the sky, give me such
beautiful hair to enjoy.”

Suddenly, lighting strikes the billboard to illuminate it completely – it’s a magical moment. For a second, the young girl is taken aback, but she
gets distracted and goes back inside.
EXECUTION ONE:
We cut to the next morning. The girl wakes up and sees that a nicely wrapped parcel is sitting outside the window. The girl unwraps it to find a
fresh, exotic-looking stem of the French Sea Beet, a few leaves, a small flask of oil, and a bottle of Natyv Soul Hair Serum. There is also an elegant
looking scroll in it. She begins reading it as the VO of a French woman speaking with a mystic feel kicks off, “Here’s the secret you need.”
SEPARATE COMMUNICATION FOR
Cut to the girl dressed in the bathrobe. We show beautiful shots of her applying the serum to her hair. As she gently massages it, we see her hair
EACH PRODUCT
turn softer and shinier, almost as if it were rejuvenated. These shots shall be juxtaposed with shots of the letter on the screen fading in and out –
it’s an age-old handwritten letter with drawings, the entire process detailed out, etc. We also show the French Sea Beet and Moroccon Oil mixing,
etc.

A COMMON IDEA ADAPTED TO EACH

While we show these shots, the VO goes, “It’s the haircare treasures of generations of French women like me: the French Sea Beet. Exotic and
nurtured with goodness, it’s the elixir for softer hair." - this segment will also carry corresponding supers like Rich in Vitamin E, 2X softness,
Exotic ingredients, Nourishes from within.
PRODUCT COMMUNICATION
We cut to show the woman sitting in front of the mirror and admiring her lively hair. We show a series of glamorous shots of the hair as the VO
says, “Making your hair softer, glossier and healthy looking, it’s a secret that’s yours to cherish.”

We cut to a comeback shot of the woman near the same window. She’s looking very happy. Her hair is flowing in the wind and it’s looking very
beautiful. The girl looks at the billboard and gives the woman on it a flying kiss as if thanking her for sharing the secrets.

The final VO sign off kicks in, “Indulge in Natyv Soul Hair Serum. Indulge in the Natyv secrets of women from faraway lands.”
FILM 2
We see a group of beautiful, young West African women standing knee deep in the Niger river of West Africa. Their beautiful hair is
open and there is something enchanting about them.

The leader of the group gently lets go of a bottle with a glowing blob in it. It’s as if they have sealed a secret inside a bottle and
entrusted the waters to deliver it.

While the leader is letting go of the bottle in the water, the VO of a West African woman in her accent (taking her time and with a
certain charm in her voice) speaks: “Dear world, here’s a secret from lands afar.”

EXECUTION ONE:
We show the bottle sinking to the bottom, getting pushed by the current, travelling down a stream, etc. while the VO says, “From
generations of West African women who know the secrets of hair care: West African Shea Butter.. the superfood for healthy hair."

SEPARATE COMMUNICATION FOR

We now see the bottle arrive on an Indian coast. We see a young girl pick it up and cut to her opening it in her bathroom. She is dressed
in her bathrobe and is holding the golden blob in her hand, which eventually clears to reveal the Natyv Soul Hair Masque bottle.

We cut to shots of her applying it to her hair. As she gentlyEACH

massages itPRODUCT
in her hair, we see her hair turn glossier, thicker - almost as if it
were rejuvenated - and the ingredients coming to play.

A COMMON IDEA ADAPTED TO EACH

The VO says, “It revives dry hair to make it healthy and nourished." This segment will also carry corresponding supers like: Rich in
Vitamin E, 4X conditioning, Exotic ingredients, Rejuvenates damaged hair, etc.

We cut back to the young girl walking down the street withPRODUCT COMMUNICATION
amazing hair. She passes by a shop window and sees the reflection of the
same African women now admiring her and blowing kisses at her.

In slow-motion, with her beautiful hair flying, we show the young girl turning to see who it was. But she sees no African women
around. She giggles blushingly and the VO says: “Indulge in Natyv Soul Hair Masque. Indulge in the Natyv secrets of women from
faraway lands.”
TWO EXECUTIONS FOR
PRODUCT FIRST APPROACH

COMMON IDEA SEPARATE IDEA

ADAPTED TO EACH FOR EACH PRODUCT
PRODUCT COMMUNICATION COMMUNICATION
 EXECUTION ONE:

SEPARATE COMMUNICATION FOR

HAIR MASQUE
EACH PRODUCT

A COMMON IDEA ADAPTED TO EACH

PRODUCT COMMUNICATION
 LIFESTYLE STRESS => HAIR STRESS
=> HAIR DAMAGE

EXECUTION ONE:
“When I was much younger, in college – my hair was
far better than it is now.
SEPARATE COMMUNICATION
Ever since I started working – the long hours,FOR
the
EACH PRODUCT
unhealthy food took a toll on me and I think it also
affected my hair. In addition to this, I have done so
much to my hair – right from colouring to treatments.
A COMMON
This has also led IDEA
to some ADAPTED
pretty permanent TO EACH
damage”

PRODUCT
Vanessa D’souza,COMMUNICATION
29
MULTIPLE WAYS TO DE-STRESS IN LIFE
BUT NO FOCUS ON
DE-STRESSING YOUR HAIR
NATYV SOUL’S HAIR MASQUE GIVES YOUR HAIR
AN INDULGENT EXPERIENCE
 TRANSPORTS YOU AND YOUR HAIR FROM EVERYDAY
STRESSES TO A FARAWAY, REJUVENATING ENVIRONMENT
IDEA:
GIVE YOUR HAIR AN EXOTIC ESCAPE
CREATIVE WORK
#ExoticCareForHair
TEASERS
LAUNCH CAROUSELS

Made Using Exotic West African

Shea Butter
LAUNCH CAROUSELS
FILM
The film opens in the exotic Savannahs of West Africa. In the middle of a stunning scenery, we see a nice-looking salon chair and a young
model seated in it.
A peppy African beat kicks in.

A group of native West African women enter the frame. They are dressed in their traditional attire. They carry with them a few Shea Butter.
They pour them on the ground and begin grinding them in the traditional way, blending them with the Moroccon Argan Oil, etc. - we
showcase the process of making this beautiful concoction, the natural ingredients and the rich mixture in a series of beautiful shots.

Once prepared, they come together to admire their creation and begin applying it to the hair of the model and gently caressing it. Each time
the formulation is spread on the hair, a magical trail of exoticness - butterflies, plants, leaves, sunbeam, rainbow, etc. - appears to rejuvenate
the hair in that area. We artistically show this as if capturing the strokes of a paintbrush on a canvas + accompanied mood shots of the hair to
show its new richness.

While we show these shots, the VO kicks in: “The treasures of West African Shea Butter come together in Natyv Soul’s Hair Masque to
offer you 4X conditioning.”
This will be accompanied by relevant supers: Rich in vitamin E, Strengthens hair from the roots, Rejuvenates and revives dry hair, Made
with exotic ingredients.

We show a comeback shot where the model looks up to admire her gorgeous looking hair. She looks around to thank the women who have
given her this refreshing treatment, but they are nowhere to be seen.

She realizes that she is actually inside her bathroom, dressed in her bathrobe. She notices the Natyv Soul Hair Masque on the counter and a
moment of realization
dawns upon her.

She smiles, and we cut to a close-up shot showing her great-looking hair and the product. The VO kicks in: “Indulge your hair with exotic
care from Natyv Soul.”
ROLL OUT PLAN
LAUNCH
THE HAIR SECRETS MOU (ONLINE STUNT/PR)
We can do an online PR stunt where we create a fictitious entity, The Global Council
of Exotic, and announce to the world that Natyv Soul has agreed to sign a
Memorandum of Understanding with it. EXECUTION ONE:
The MOU states that the two, for the common good, will work towards sharing,
putting to use, upholding and safeguarding the world’s most exotic secrets to help
today's women. SEPARATE COMMUNICATION FOR
EACH
This news shall be published on LinkedIn, business websites PRODUCT
like the Business
Insider, the Economic Times, etc. and even be shared by popular faces like Lilly
Singh, etc.

A COMMON IDEA ADAPTED TO EACH

Users who read this piece shall be diverted to our microsite, where the bigger
picture unfolds about hair secrets from around the world coming together to form
Natyv Soul. PRODUCT COMMUNICATION
The user can learn more about the product here and even purchase it. As a stunt,
we can even go on to host an actual press conference where a beautiful native
woman, the Head of The Global Ministry of Exotic, can address the media about the
agreement and how these secrets are now coming in their purest form to care for
women's hair.
SECRETS REVEALED BY HER

EXECUTION ONE:
We tie up with globally local celebrities/influencers who belong to places where our ingredients are
sourced from.

To create intrigue among all our TG categories, she announces to her users that she has taken an
SEPARATE COMMUNICATION FOR
exotic escape and asks people to guess the name of the place she has escaped to. Each day she
posts a picture as a clue for the users to guess.
EACH PRODUCT
Over 3 days, she posts 9 photos to form an Instagram grid that finally reveals the destination as
West Africa. On the day of the reveal, the actress hosts an Instagram live session where she visits
the place from where Shea Butter is sourced along with an exotic hair pampering session by the
local experts. A COMMON IDEA ADAPTED TO EACH
gets an exclusive autographed brand Hamper.
PRODUCT
The activity can even be extended into a contest, where COMMUNICATION
the user who correctly guesses the answer
REFERENCES

EXECUTION ONE:

SEPARATE COMMUNICATION FOR

EACH PRODUCT

A COMMON IDEA ADAPTED TO EACH

PRODUCT COMMUNICATION
REFERENCES

EXECUTION ONE:

SEPARATE COMMUNICATION FOR

EACH PRODUCT

A COMMON IDEA ADAPTED TO EACH

PRODUCT COMMUNICATION
ROLL OUT PLAN
ENGAGEMENT
 AN EXOTIC HAIR MAKEOVER

A tech idea, we create a unique hair filter which, when

opened, analyses the hair of the user. EXECUTION ONE:
It first identifies hair problems like frizzy, dull, etc.,
and suggests an exotic ingredient to fix it.
SEPARATE COMMUNICATION FOR
Then, we show the apt product from the Natyv Soul
range that has that ingredient and ask the user to EACH PRODUCT
'try it' virtually.

On clicking the product, the hair of the user gets

rejuvenated and arranged in a fresh style virtually. A COMMON IDEA ADAPTED TO EACH
People click their picture in this new style and share
it online. PRODUCT COMMUNICATION
We can also target people who have tried these filters
with an exclusive coupon to buy it on our website.
INFLUENCERS GET A TASTE OF THE EXOTIC

As another content piece, we can tie up with popular

EXECUTION ONE:
beauty influencers to share their exotic haircare
routines with us using the Natyv Soul range.

From offering tips to suggestions, recommendations

SEPARATE COMMUNICATION FOR
and even grooming tricks, they can impart useful
haircare information for our users to learn.
EACH PRODUCT
We can even extend this into an Instagram live session,
Q&A pieces and collaborations to engage with a wider
audience and promote trials.
A COMMON IDEA ADAPTED TO EACH
PRODUCT COMMUNICATION
REFERENCES

EXECUTION ONE:

SEPARATE COMMUNICATION FOR

EACH PRODUCT

A COMMON IDEA ADAPTED TO EACH

PRODUCT COMMUNICATION
EXOTIC YEARNINGS? WE HEAR YOU AND WE'LL TAKE YOU.

Today’s young audience likes to voice their feelings - all the time.
That’s why, during any weekday, a lot of people put up
EXECUTION ONE:
posts/memes/videos/images and more expressing their desire to
take a break and travel to someplace refreshing.

And they upload all these using hashtags like #Getaway

SEPARATE COMMUNICATION FOR
#NeedABreak #VacayMode, etc. Using social media listening, we
can identify such users by tracking their hashtags.
EACH PRODUCT
Once identified, we shortlist the posts basis the gender and reply
to them in a quirky manner telling how they can make a quick and

A COMMON IDEA ADAPTED TO EACH

impromptu escape to the exotic by using Natyv Soul’s range.

PRODUCT
We can even leave them with a coupon code that they can avail at
the time of purchase. This qualifies them to enter a lucky draw COMMUNICATION
contenst that can take them on a free trip to West Africa.

This lures users, creates fun engagement that people usually

screenshot and share, and also offers them an exotic escape.
THE NATYV VOICE
To capture the essence of the ingredients that take the user to the exotic,
we can create a 3D audio piece.

EXECUTION ONE:
Through techniques of sound engineering and mixing, we can recreate a
360-degree acoustic feel of the sounds of the West African savannahs, the
French countryside or the Moroccon landscape.

SEPARATE COMMUNICATION FOR

It shall be designed as if a beautiful native woman is narrating the

EACH PRODUCT
goodness of the exotic ingredients at play while applying the hair care
serum or masque to the listeners head – almost tempting the user to try
it out.

A COMMON IDEA ADAPTED TO EACH

This also combines the USPs of the products and includes a promo code,
which people can apply online to avail a discount on their Natyv Soul
purchase.
PRODUCT COMMUNICATION
This can be released as either ads on music streaming sites like Jio and
Saavn or we can package this as a refreshing soundtrack and release them
on the same platforms.

We can also extend this as playlists on music platforms to celebrate local

music artists and anecdotal content pieces, talk shows etc.
VIDEO POSTCARDS FROM NATYV WOMEN

We curate special video messages, where the native

women of the world's most exotic places share their
EXECUTION ONE:
secrets.

SEPARATE COMMUNICATION FOR

These videos will be personalised and they shall take us
through the benefits of the ingredients and the process of
preparing any Natyv Soul product. EACH PRODUCT
The packaging of each of our product will carry a special QR
code that buyers/users can scan to view the videos.
A COMMON IDEA ADAPTED TO EACH
These videos can also be used as smaller digital films that
we can share online. PRODUCT COMMUNICATION
ROLL OUT PLAN
SUSTENANCE
UP CLOSE AND EXOTIC

EXECUTION ONE:
We can create a content series that showcases the making of
our product – right from sourcing the ingredients to the time of
packaging.
SEPARATE COMMUNICATION FOR
A separate video for different ingredients can be created to
EACH PRODUCT
showcase the range of our products - in their originality. These
can be posted on YouTube or on Instagram/Facebook/Twitter for
people to watch.

A COMMON IDEA ADAPTED TO EACH

We can even extend this by letting our buyers watch these
videos by simply scanning a QR code that we can design and
print on the back of our products.
PRODUCT COMMUNICATION
NATYV SOUL HAIRFLUENCERS

EXECUTION ONE:
We partner with influencers across the world whose hair-care
secrets will be uploaded on our social media channels.

We can collaborate with beauty, style and fashion influencers who

SEPARATE COMMUNICATION FOR
can come together to share their hair care regimes, tricks and
more with our users.

Through this, we can talk about the exotic ingredients EACH

that they PRODUCT
use, which are a part of the Natyv Soul range.

A COMMON IDEA ADAPTED TO EACH

This can even be extended to create Q&A sessions, live videos,
social media takeovers, etc. to reach a wider audience and create
engagement.
PRODUCT COMMUNICATION
We could even amplify this to curate a series of talks where we can
bring on professionals to share their secrets and expertise.
ROLL OUT PLAN
INNOVATION
ALEXA TELLS A SECRET
People generally ask Alexa or Google a question and post their fun responses
online.
EXECUTION ONE:
Taking off from this behaviour, we can partner with Alexa, Ok Google and more
to create an interesting conversation.

SEPARATE COMMUNICATION FOR

Every time a user activates the voice-to-text feature and asks, "Ok Google, tell
me a secret" a series of search results that contain a small video can be
displayed.
EACH PRODUCT
Upon clicking it, they will be taken to the Natyv Soul website. The video will be
of native women (West African, France, etc.) telling the people about the most
exotic haircare secrets from their worlds.
A COMMON IDEA ADAPTED TO EACH
conversation to make Alexa/Ok Google their hair secretPRODUCT COMMUNICATION
While we can use this mechanism to create intrigue, we can prolong the
buddy.

Which means that every time a user needs a hair care tip, suggestion, she can
go to Alexa/Ok Google and ask, which will lead them to the Natyv Soul website
and suggest the appropriate product from our range.
SUMMARY
SUMMARY

EXECUTION ONE EXECUTION TWO

#NatyvSecretsFromNatyvSoul #ExoticCareForHair

SERUM MASQUE MASQUE

ROLL OUT PLAN

Launch Sustenance

The Hair Secrets – MOU Up Close & Exotic

Secrets Revealed by Her EXECUTION ONE:
Natyv Soul Hairfluencers

SEPARATE COMMUNICATION FOR

Engagement Innovation
EACH PRODUCT
An Exotic Makeover Alexa Tells a Secret
Influencers Get a Taste of the Exotic
A COMMON IDEA ADAPTED TO
Exotic Yearning? We hear You & We’ll Take You
EACH
The Natyv Voice PRODUCT COMMUNICATION
Video Postcards from Natyv Women