Nature Republic
International Advertising Campaign - SMAD498

The Ask

Choose a product/service from a specific culture or subculture, and develop a strategic communication campaign proposal to advertise the product in a different country. My group chose a Korean skincare brand, Nature Republic, and made a campaign to introduce its sunscreen to the Australian market.

The Challenge

While Nature Republic is a reputable skincare brand, it has much larger competitors, especially in Australia. In addition, some Australians tend to have a rather casual approach to proper skin care, and may not be completely receptive to the idea of using daily sun protection.

The Solution

Hone in on Australians' love for the outdoors, care for protecting the environment, and high skin cancer rates to differentiate Nature Republic's features from other sunscreens and increase brand awareness and sales.

PRODUCT OVERVIEW

Nature Republic California Aloe Waterproof Sun Block is a growing K-Beauty skincare product and brand that is manufactured in South Korea and is reaching markets worldwide. It is:

Made with aloe vera extract to enhance sun protection, and it is 50 SPF and PA++++, which is the highest possible PA rating.
Made of natural ingredients and is formulated to handle outdoor sports and water activities.
Most popular amongst Gen Z and millennials, as well as other broad consumer groups, such as groups who value nature-based products and live in dry climates.

SWOT

Strengths

Nature Republic prides itself on sourcing natural ingredients for its products. Korean skincare is also becoming increasingly popular in Australia, as consumers are seeking out products that are natural and effective. It also has endorsements from some of the top K-pop performers in the industry, which gives the brand a competitive edge against other brands, especially because K-pop and K-dramas are gaining popularity in Australia.

Weaknesses

Nature Republic may not be well-known among Australian consumers, which could make it difficult to gain market share. Korean beauty products are also often perceived as expensive, which may limit its appeal to budget-conscious Australian consumers; this may pose concerns when positioning Nature Republic sunscreen as an everyday use product in terms of a cost-benefit analysis.

TARGET MARKET

Australians, specifically Gen Z and Millennials, care about coral reef protection and preservation, and value natural ingredients that are safe for the environment, the reefs, and their health.
They also spend lots of time participating in sports and water activities, as well as going outdoors and adventuring, which creates a need for healthful and harmless daily sunscreen usage.
Skin cancer is becoming more common to the younger generations of Australians, and it affects about 2 out of 3 by the time they are 70; Australia has the highest skin cancer rate in the world.
Social consciousness and betterment of themselves is important to Gen Z, as they are seeing the implications of the mistakes made by their elders.

Opportunities

The brand can utilize its digital marketing tactics and increase its social media presence to reach younger consumers. Australians also spend lots of time participating in outdoor activities, which requires proper skin preparation. Their care for natural ingredients and environmental protection is also something Nature Republic can capitalize on.

Threats

There are lots of popular options regarding sunscreen in Australia, including K-beauty brands and other products that already have a hold on the market. Customers could be loyal to these brands and unwilling to try something new, regardless of the ingredient list. Some Australians have a casual mindset about skin care, so they may not be receptive to the campaign.

PRINT ADVERTISEMENT

"You Can't Save the Reefs ALONE"

The campaign uses the word “alone” as a motif throughout the deliverables to highlight the unique selling point of aloe vera as a primary and multi-beneficial ingredient, and emphasize the idea that it is best to always have Nature Republic Sunscreen on hand, no matter what activity you're up to.