editorial; report; branding; marketing; photo research
Responsible Beauty
P&G's Responsible Beauty is the company's commitment to be a positive force in the beauty industry, grow responsibly, and meet the needs of consumers in a world of limited resources.
The Brief
P&G Beauty wanted to create foundational goals, an action plan, and an industry-leading platform that would propel the company forward as a leader in ESG. They aimed to inform consumers, vendor partners, and other stakeholders about its platform, “P&G Responsible Beauty,” which the company said represents its vision “to be a positive force for beauty in the world.”
Research and Development
The challenge for the leadership team was to present an authentic platform that reached all their vendors, retail partners, and other stakeholders as well as consumers. As part of their goals, P&G would also partner with non-profits and NGOs, and promote the platform over multiple years with their sights set on 2030 to reach specific outcomes.
To develop solutions that generate further solutions, we need to consider the world as interacting systems, rather than seeing things as a static snapshot or isolated issue.
ALEX KEITH, P&G BEAUTY
The Solution
After consulting the leadership team at P&G, we collaborated with them on an easy-to-read, visually compelling digital report that could be shared globally. It would be evergreen content that looked at key issues from a “systems thinking” approach woven into a compelling narrative with the voices of thought leaders from P&G, non-profits, NGOs, and vendor partners.
Download Report
Responsible Beauty, A systems-thinking approach to beauty
Download
Deployment
Coupled with elegant designs, strong visuals, and data points, the report was the centerpiece of a three-month campaign supported by social media, site banners, and emails. The report was also supported with editorial alignment in WWD and Beauty Inc. as well as incorporated into speaking engagements by P&G Beauty’s leadership at Fairchild Media Group events.
Results
The report resulted in lead generation, thought leadership, and unparalleled brand awareness for P&G Beauty. As a result, the company has solidified its position as the industry lead in responsible beauty product creation across the entire value chain.
