NatureLab Diane Bonheur
Haircare brand: Diane Bonheur, believes in the happiness of everybody involved in each stage of their products’ lives – from natural origin and final craft to each customers’ use. Like some of the world’s best perfumes, each of the brand’s hair products is scented with flora from Grasse, France, and crafted from the highest quality fair-trade oils. Social branding and three product campaigns were planned and produced by Atelier.
INTRODUCTION
This project started with re-arranging the values offered by the brand. In line with Diane Bonheur's philosophy, we identified the brand's core value as 'the happiness of choosing for yourself that which you can trust'.
To make an impact in the highly competitive haircare market, we focused on the importance of the functional value of the products and the emotional value attached to haircare. To achieve this, we highlighted the brand’s commitment to using the best raw materials in their products, but also the joy and ease of choosing them out at the drugstore.
CONCEPT
To express the brand's French DNA, the visual concept was inspired to reference French cinema. Atelier created social assets, including short videos and 45 still images capturing the beautiful, elegant and charming image of the French ‘film girl’, flexibly following her convictions and forging her own path.
DIRECTION
The campaign promoting the three products is based on a storyline structured around the motif of a French film. The Blue Jasmine fragranced hair oil and dry shampoo are evocative of sumptuous holidays in the South of France, while the pillow mist is inspired by the fairytale Sleeping Beauty. The characters’ interactions with the products show a sense of comfort and trust in their haircare.
SOCIAL MOVIE
The social content was designed to not only promote the product functions, but to invite feelings of empathy, relatability and an affinity for the brand’s values. In total, 24 short movies were produced to match the still images. To make a lasting impression on Instagram and TikTok we introduced unique uses and interactive features about each product – directing the viewer to their individual accounts.
INFLUENCER-TIE UP
Through our influencer marketing on TikTok, Instagram Reels and YouTube Shorts, we made sure to eliminate the 'PR feel' as much as possible. The aim was to create content that has a positive impact on the brand, the audience and the influencer. In addition to casting in line with the brand concept, we conducted orientations for influencers to deepen the understanding of the brand, and focus on improving the accuracy of each step from the storyboarding stage. The close relationship between Atelier and the influencers enabled us to create content in close proximity. The content has garnered positive impressions and made a strong impact.
- clientNatureLab (Diane Bonheur)
- our roleBRAND STRATEGY, SOCIAL STRATEGY, STILL & VIDEO PRODUCTION, INFLUENCER ACTIVATION
- the team
- ProducerKlara Blanc (Atelier)
- Art DirectorSumie Yamaguchi (Atelier)
- PlannerMaho Kamagami (monopo Tokyo)
- Video EdtiorTran Villageois (monopo Tokyo)
- Casting DirectiorShiori Kita (Atelier)
- PhotographerNina Kojima
- AssistantElena Midori, Hideaki Nagata
- StylistHanae Uwajima
- Hair＆MakeYui Suzuki, Yuka Nishi
- ModelKlara Blanc, Shoko Plambeck
