by Hannah Dixon, Marketing Director, Davines North America. With a decade of experience in consumer goods marketing at companies such as Nestle, Estee Lauder and Unilever, Hannah is passionate about working on value-driven brands and companies whose products seek to make the world a better place.
Davines is a purpose-driven brand. Our purpose is to be the best for the world, creators of good life for all, through beauty, ethics and sustainability. As a B Corporation, we are part of a community committed to using business as a force for good. We aim to walk the sustainability talk.
Our vision goes far beyond our purpose as a brand. Part of our role as a B Corp is to share our learnings and support the global sustainable shift in how businesses operate in today’s economy. Whether you’re a small business, such as a salon, or a fellow B Corp, here are 5 tips which have helped us communicate our purpose with the world.
1. Sustainability and your brand purpose talk to people in unique ways. For a recent campaign we focused on connecting with mission aligned influencers who all had a different perspective on what they loved about the environmental benefits of our products. We collaborated with Whalar to find creative and environmentally conscious creators on the East and West coast of the US who would have a unique approach to our #sustainablebeauty campaign. For example, some creators picked up on the fact that we partner with 1% for the planet, others loved the food-grade reusable packaging. Whalar commented in a recent Studio article: “When dealing with influencers, a brand is relinquishing a certain amount of creative control. This can initially appear to be a large step for clients, and is particularly relevant when you’re influencing brand culture, as well as product. However, when executed with creators who are capable of putting their own spin on a narrative, it is highly effective. Instead of one slogan per area, Davines was able to use unique perspectives on its product and purpose for different regions. Offering a broader creative scope for their brand and gaining a social traction that is difficult to replicate in-house or via traditional methods."
Photo by @theangelinos_2. Community driven, hyper local approach - Davines is a brand which has grown organically over time through our salon community and their love for our products. It’s important that our marketing reflects this. Our recent campaign on #sustainablebeauty was designed to reflect the different cultures and interpretations of sustainability found across the East and West Coast. We partnered with creators and salons in core cities using advertising to amplify influencer messaging where we knew their audiences were and in locations most likely to resonate with their particular message on sustainable beauty and Davines. We collaborated with Hyperlocology as a company who understands that hyperlocal marketing works through community specific messaging. “Both Davines and Hyperlocology share a mutual understanding - hyperlocal is as much about location-specific as it is locally-relevant. When viewed through this lens, a hyperlocal marketing partnership will drive outsized results against marketing and sales objectives both in-store and online. Consider how “hair care” and “sustainability” mean different things to each community, and each person within that community. Customs, competition, and demographics all vary greatly by location, and drive how consumers interact with the brand and ultimately influence purchase decisions.” Patrick Pleiss, Head of Operations and Partnerships at Hyperlocology.
3. We’re passionate about talking to our customers. We recently redesigned all of our social platforms to ensure we are a hub for information (check out our new blog or IGTV tutorials) and communication with our consumers and clients. We are real people answering your questions every day and we love engaging in conversation or answering questions - whether it’s the right hair care routine or a conversation from a recent event. Our social media channels are also a network for our professional hairdressing community as well as our guests to engage with each other and create an ecosystem between stylists and Davines consumers.
4. Support your professional partners. If you have a b2b element to your business, hero the great work done by them too. We have nearly 5,000 salons across the US and Canada who choose to carry Davines because of our aligned values, and we love highlighting them and their charitable efforts locally as a way of celebrating their our shared passion for doing good. Running a salon takes courage and determination and we are thrilled to support women like Christie, owner of Arcadia salon @arcadiabham: "When choosing a product line we wanted something sustainable, environmentally friendly and that had its own color line. When I discovered Davines, I knew it was a perfect fit. The name Arcadia is Greek meaning a happy place. When we founded Arcadia we wanted a place of happiness for both our employees and our guests. By partnering with Davines, we feel we achieved our highest hopes and created smiles across the board."
Photo by @mlee73
5. Bring purpose into your work culture. As a B Corp, we volunteer for and host lots of events that align with and highlight our values. For example, we love supporting other brands with purpose and recently hosted a panel on the importance of mental health in the world of social media, and we also love creating conversations with thought leaders and recently hosted a zero waste panel. This is a great way to engage with our communities, as well as being an overall great team building experience. Creating a purposeful culture takes time, it is a new habit which everyone in the team has to practice. Alongside team activities such as a beach clean up, it also means an open and transparent culture where employees can see the values and purpose of your company in the everyday actions which are taken by leadership and which are encouraged in the daily culture.