Minimalist
The project redefined Minimalist's brand purpose, focusing on empowering consumers with knowledge and transparency.
Using Simon Sinek's Golden Circle framework, the brand’s 'why' was crafted as transforming skincare into an open book, ensuring efficacy through scientifically-backed ingredients.
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The strategy targeted an audience that values honesty, long-term skin health, and eco-friendly products. The comprehensive approach integrated clear communication of product benefits, sustainable packaging, and a personalized customer experience, such as the “Build your routine” feature. This enhanced brand trust, improved consumer connection, and fostered loyalty in a competitive market.