ECOCERT (France) certified organic products brand, Juicy Chemistry is celebrating their 7th anniversary on 23rd August 2021, by relaunching their website and centering on the concept of #BeautyWithaWhy.
The brand is asking important questions that they think should be asked by their customers who invest in organic skincare products. The #BeautyWithaWhy campaign focuses on answering four important questions: Why these ingredients? Why this source? Why this formulation? Why trust this works?
The insistence of the co-founders, Pritesh and Megha, on asking these and other questions related to organic skincare products is what led to the formation of the brand in the first place. So, coming full circle on their 7th anniversary, the brand aims to spark the same curiosity in their customers.
Megha Asher, Co-founder, Juicy Chemistry, said,“#BeautyWithaWhy isn’t just about asking the right questions, but about developing a mindset which encourages asking, knowing and understanding everything about the world of beauty and personal care, and then digging in some more.
“The concept has been incorporated in every aspect of the brand because the aim is to clear any doubts in the customer’s mind before they even arise.”
“Our campaign promotes the importance of reading the product label, understanding what ingredients you apply on your skin and why some of them lead to negative side-effects, by carefully examining their reactions on specific skin types instead of blaming the products outright,” Asher said.
For this campaign, the brand has collaborated with 9 influencers who ask important questions on their own social media handles that reflect the motive of the #BeautyWithaWhy campaign using the hashtags #AskJuicyWhy and #GenWhy.
With static images of influencers holding up placards with questions like “Why are organic and natural not the same?” and “Why certification matters?” and captions that direct their audience to Juicy Chemistry’s website and social media pages to look for the answers, the collaborations have started a conversation around the importance of asking these questions as well as building trust between the brand and the target audience.
The relaunch of their website will incorporate new elements like Regimen Builder and Gifting options alongside their existing Shop, Blog, Customer Testimonials, and Rewards and Care programs.