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Moringa case Study

1

COMMUNICATION CHALLENGE

The Iranian health & beauty market

Iran’s health & beauty market is second to Saudi Arabia in the MENA region, recently enjoying 6% year-on-year growth. This growth is irrespective of international sanctions placed on Iran which have, as a result, created two main market shifts. The first of which is a shift in product availability and the second being the purchasing ability of consumers as a result of high inflation — currently around 48.7% annually.

  • LOGO DESIGN

    The Iranian health & beauty consumers

    Iranian consumers aspire to purchase international health & beauty products, in part due to the assured quality, but the recent market shifts have restricted access to these goods. This has come at a time when shifts in consumer knowledge have, in part, led to an increased preference for natural products. Additionally, new technologies have provided increased access to greater knowledge about ingredients and process of production.
    Similarly, consumers have increased exposure to West-leaning, wide-reaching conscientious campaigns by big players such as Dove. Partly as a result of the new-found demand for natural ingredients and conscientious brands, several new products containing Argon oils have come to the market, with supporting advertising on unofficial satellite channels.

    A successful Iranian health & beauty manufacturer

    The Iranian manufacturer Pergas Teb, have around 1000 employees and have been active in the health & beauty market for around 8-years with their brand Lá Farrerr. This company is more than familiar with these predicaments yet saw an opportunity to cater to the local audience with products containing a natural oil superior to Argon oil. With our help they discovered that an innovation story, presented to an international standard could not only meet the zeitgeist for natural products but also replace the consumer story lost due to sanctions.

    The challenge of advertising health & beauty brands in Iran

    For Pergas Teb to be successful in sales the company would not only need to meet the new market realities, but would need to effectively communicate to consumers using media, irrespective of its many restrictions. National restrictions on visual and verbal communication are part of everyday life for advertisers in Iran, but within the health & beauty category, extra sensitivity exists. For example, using human bodies is very complicated, in that natural body shapes cannot be shown. With respect to word usage, many common words cannot be used in adverts, for example, the international campaign for Unilever’s Lux soap could not use the translation of “tempt them with your delicious soft skin”, because the translated words for, “tempt”, “delicious”, “soft” and “skin” were forbidden. As a result of these restrictions advertisers will often resort to using pack shots with direct descriptions or use creative yet occasionally misunderstood metaphors.

  • FARSI SLOGAN

    Our communications challenge

    With these issues, our challenge would be: how do we provide a new story to conscientious women about retaining beauty in a market that struggles to trust local brands?

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    2

    COMMUNICATION SOLUTION

    Introducing an innovative
    health & beauty brand to Iran

    In agreement with Pergas Teb, we made a strategic decision to name the brand, Moringa EMO (“exclusive moisture of oils”). This brand would provide natural health & beauty products containing ingredients from the so-called “miracle tree”, the Moringa Oleifera tree. The brand name borrows directly from the name of the tree and was chosen, among other reasons, to claim propriety ownership of the differentiating ingredient. Very few manufacturers had used the Moringa oil, and none had claimed it exclusively across their lines. One such example is Cinere, the locally renowned international health & beauty brand. This brand is active in the Iran market and has products containing Moringa oil, but it, like other brands present in the market, had not embraced it as a strong differentiator.

    How to show beauty in Iran, without showing women

    Internationally, images of human bodies often accompany branding and advertising of health & beauty products, but in Iran’s market, this is not so much the case. As can be imagined, many restrictions apply to what images can be used, but in addition to this, many restrictions apply to what can be said. Communications agencies try to work around these restrictions by showing as much as is allowed, or using metaphors. In both cases, the quality of communication is inadvertently lowered.

    To avoid these issues a strategy was employed that would double down on the product differentiator and use the Moringa tree and its oils both in image and explanation. Doing this, however, would inadvertently invite a new challenge. This is because Moringa trees and their ingredients are relatively new to the audience, both in their looks and description. This, compounded with the fact that the ingredients are themselves far from beautiful, would mean that delicate sensitivity would needed with the ingredient’s visual representation.

    How Zigma8 beautified the beauty products

    We solved the issue of the Moringa tree’s unattractive elements by beautifying the beauty product’s ingredients. For the brand’s visual identity, we embraced the product differentiator, choosing to represent its ingredients in a symphony of natural abundance. To do this we studied the tree’s elements and set about beautifying its ingredients by creating curious yet seductive illustrations that float out in a harmonious composition.

  • PHASE 1

    How Zigma8 spelled out beauty

    For the brand’s verbal identity, a strategy was devised by which terminology could be aspirational yet comprehensible. The result would avoid common yet misleading terminology that often negatively affects trust. The campaign headlines would poetically conjure a feeling of nature and growth so as to directly draw attention to the ingredients.

  • PHASE 2

    How Moringa afforded consumers with a new story about beauty

    Our strategy was to afford the target audience with a new story about retaining beauty. The brand achieved this positioning itself the leader in an innovation story, brought about by its ingredients.

    The audience were able to embrace this story by knowing that others would come to understand and appreciate the seductively presented ingredients. By presenting high-quality production on premium media and avoiding local market clichés, the brand would look and sound like the international brands they once enjoyed.

  • PHASE 3

    3

    COMMUNICATION
    RESULTS

    How Zigma8 helped achieve
    sell-out success for Moringa

    In agreement with Pergas Teb, we made a strategic decision to name the brand, Moringa EMO (“exclusive moisture of oils”). This brand would provide natural health & beauty products containing ingredients from the so-called “miracle tree”, the Moringa Oleifera tree. The brand name borrows directly from the name of the tree and was chosen, among other reasons, to claim propriety ownership of the differentiating ingredient. Very few manufacturers had used the Moringa oil, and none had claimed it exclusively across their lines. One such example is Cinere, the locally renowned international health & beauty brand. This brand is active in the Iran market and has products containing Moringa oil, but it, like other brands present in the market, had not embraced it as a strong differentiator.

  • POSM DESIGN DANGER

  • POSM DESIGN WOBBLER

  • POSM DESIGN SHELF TALKER

  • POSM DESIGN PODIUM

  • POSM DESIGN GONDOLA

    4

    TESTIMONIAL

    “Zigma8 was great at understanding our objectives for Moringa EMO. They come with a strategy that is completely deep and is very understanding of the target audience psychology. The strategy showed us a new way to look at media for Iranians. Also, they are very professional and creative because they taught us about the story [method], which I have not heard from my time working with international brands. The strategy helped Moringa EMO get to sales targets before we finished the advertising and also many new shops want the products. We sell out of the products in most shops!”

    ”Zigma8 are world class. Thank you!”

    Leila Razaei - Brand Manager, Moringa EMO

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  • FOOTBALL

  • ICON DESIGN

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