My last article discussed a possible partnership between Volvic and Proceanis—one that would quench your thirst and boost your skincare routine at the same time. In pursuit of convenient and beautifying on-the-go hydration, I reimagined how such a union for bottled mineral water could enhance skin health while bridging the gap for routine skincare products that contain anti-ageing ingredients like Hyaluronic acid and Collagen.
However, to ensure this innovative concept does not become lost in the noise of a crowded marketplace, Volvic must craft a comprehensive promotional strategy. This strategy should not only create buzz but also foster targeted, impactful engagement with the right audiences to drive market penetration. This article presents a high-level approach to achieving this goal.
Identifying Customer Groups
Before Volvic can even begin to shape the product creatively, it's crucial to identify the potential customer groups for this new water. Customer segmentation is the cornerstone of any successful product development and marketing strategy, and seven non-mutually exclusive segments that this dual-branded beauty water might appeal to come to mind immediately:
👄 Beauty Enthusiasts: Those always on the lookout for the latest skincare saviours. They're already familiar with the wonders of Hyaluronic Acid and Collagen and would be thrilled to sip their way to younger-looking skin.
🌱 Health-Conscious Consumers: Wellness warriors who love products that offer multiple benefits. Improved joint and gut health from Hyaluronic Acid? Sign them up!
🤸 Athletes and Fitness Enthusiasts: This product could become essential for gym bags because it supports joint lubrication and connective tissue. Adding Creatine to water is a popular way to increase stamina and keep the mind sharp during exercise, so this new drink seems like a natural extension to their beverage portfolio.
🦦 Convenience Seekers: Individuals who love products that make life easier. This water eliminates the need for additional supplements or skincare steps.
💧 Fans of Volvic and Proceanis: Loyal customers of these brands who trust their quality and are excited about new innovations.
🤳 Social Media Influencers: Beauty and health influencers interested in generating buzz and credibility for the product.
💆🏻♀️ Healthcare Professionals: Beauty and wellness experts who might recommend this product to their patients for its dual benefits or want to accessorise their clinics with novel perks.
Next comes targeting. To prioritise these potential customer groups, Volvic should focus on factors like market size, purchasing power, and alignment with brand values.
Beauty enthusiasts and health-conscious consumers should be top priorities, particularly in the 18-34 age bracket. Historically, they've been high spenders and quick adopters of new products, and this still holds true. Harris Williams 2023 Annual Health and Beauty Survey found that 46% of this consumer cohort spends over $150 per month on beauty products. 77% of purchasing intent was tied to skincare, and active ingredients were sighted as a top priority for 51.5% of participants.
Athletes and fitness enthusiasts are the next priority, given their consistent search for performance-enhancing products and growing focus on recovery. The very same survey revealed that 61.4% of male consumers highlight supplements as important, indicating a strong market for Hyaluronic acid-infused water.
Convenience seekers and loyal brand fans are next, and arguably crucial for steady, reliable sales, but they may be slower to adopt the new product within daily routines. New habits may also take time to form.
One thing we've learned about marketing over the years is that healthcare professionals and influencers are essential to advertising a product like this. But as they hunt for better alternatives, their consumption of Volvic's beauty water may be short-lived or infrequent, resulting in less revenue than that of other consumer groups over time.
Positioning
Although certain target groups may overlap, I would recommend tailoring messaging to promote the water because people within similar interest groups may have different underlying reasons for that interest.
Take beauty enthusiasts, for example. A campaign highlighting plumping effects would resonate more with an anti-wrinkle crowd, whereas one emphasising general hydration would connect better with those seeking overall skin health. Within an interest group, there can also be a range of knowledge about the product or topic.
Targeting fitness enthusiasts familiar with hyaluronic acid's joint health benefits requires a different approach than those who are new to the concept. The first group might respond better to messages about performance improvement, while the latter might need more basic information about the ingredient itself.
Thirdly, different demographics respond better to varying communication styles. A campaign for health-conscious consumers might use more scientific terminology, whereas messaging for younger beauty enthusiasts could be more playful and trendy.
Lastly, tailored messaging feels more personal and relevant, leading to higher engagement. A campaign speaking directly to specific segment needs and interests is typically more likely to capture their attention and convince them to take action, whether it's trying the product, learning more or purchasing.
So, given those four rules and needs of the target groups described earlier, how might Volvic's messaging sound for different audiences? Well, I'm no poet, but I could imagine the following:
👄 Beauty Enthusiasts:
Hydrate & Glow: Sip your way to radiant skin.
Goal: Short, benefit-focused, and action-oriented.
🌱 Health-Conscious Consumers:
"Nourish from Within: Hyaluronic Acid water for total-body wellness."
Goal: Highlight core ingredients and emphasise overall health benefits.
🤸 Athletes & Fitness Enthusiasts:
"Faster, Harder, Fresher: Power your workout with every drop."
Goal: Energetic language emphasising performance and recovery.
🦦 Convenience Seekers:
"Beauty on the Go: Your easiest skincare routine starts here."
Goal: Focuses on convenience and simplicity.
💧 Fans of Volvic & Proceanis:
"Innovation You Trust: Volvic x Proceanis - The future of hydration is here."
Goal: Highlights brand collaboration and new product development.
🤳 Social Media Influencers:
"Level Up Your Game: Experience the Hyaluronic Acid water difference."
Goal: Trendy language, piques influencer's curiosity and positions product as unique.
💆🏻♀️ Healthcare Professionals:
"Hydration Redefined: Hyaluronic Acid water for optimal patient well-being."
Goal: Professional tone, positions the product as a recommendation.
Choosing the Right Channels
With the messaging set, Volvic must then choose appropriate promotional channels. In today's digital age, social media platforms are the linchpin of any effective marketing strategy, and Instagram, TikTok, and YouTube would be particularly vital for reaching the target audiences outlined.
Instagram Is perfect for showcasing the aesthetic appeal of the beauty water concept. High-quality user-generated photos, stories, and influencer partnerships could create buzz and drive interest, and TikTok's short-form, viral content and creative challenges could amplify product reach. Similarly, YouTube allows for in-depth content like beauty tutorials, product reviews, and educational videos, thus providing an additional way to deliver detailed information about the product's motives, benefits and sustainable origins.
Partnering with a mix of commercial and high-end retailers would also enhance the beauty water's visibility and accessibility. Beauty stores like Sephora and Douglas would gain an edge by introducing consumables into their outlets, and grocery outlets like Whole Foods are naturally frequented by health-conscious consumers who value clean products with wellness benefits. Drug stores like Boots, Budni, and DM would also be suitable vendor choices for broadening accessibility.
Putting beauty water in fitness centres also aligns with the strategy of targeting athletes. A global audience could be reached by partnering with sports brands and selling through stores like Decathlon, which already sells sports drinks and niche hydration products.
Applying Market Analysis Frameworks
Now, it's time to refine. I usually conduct a Gap or SWOT Analysis to optimise the initial promotion strategy and resulting content creation ideas to uncover areas where adjacent products are lacking. This helps ensure unique positionings that feel different. For the Volvic x Proceanis beauty water, this could involve comparing the concept to existing beauty and wellness drinks to identify gaps it can fill. This could be gaps in hydration value, price points or commitment to sustainability. All of them can be used to find unique marketing angles.
SWOT Analysis would provide me with a comprehensive view of the water's strengths, weaknesses, opportunities, and threats. For instance, can the Hyaluronic formulation be easily replicated? What adverse effects might multiple mainstream products of this kind have on the environment? Is Volvic able to generate a consistent advantage for the product? These are all critical questions to answer.
If I had to pick just one method, I think Gap Analysis would be more effective initially, as it directly identifies market opportunities and informs strategic positioning. However, SWOT Analysis is clearly valuable when striving to holistically understand what ongoing development and positioning adjustments are needed to sustain a competitive advantage.
And so we arrive at measuring success
To justify the investment, Volvic x Proceanis would need KPIs that reflect their dual brand's growth and market penetration. Besides sales and ROI, tracking how often the new beauty water is mentioned on social media and within online publications would be hugely insightful.
Volvic could use public perception- likes, shares, comments, and other interactions with the beauty water's content, along with feedback from reviews and surveys, to decide whether to make the product standalone or cross-pollinate it with other mineral water variants to boost sales across adjacent categories. As a niche brand, Proceanis could also measure the value and impact of partnerships and cheaper, more diluted products.
In conclusion
In summary, the potential partnership between Volvic and Proceanis introduces a revolutionary product that combines hydration with skincare benefits, catering to diverse consumer segments. By identifying and prioritising target groups, and crafting tailored messaging for each, Volvic can ensure the beauty water resonates with all.
Choosing the right promotional and sales channels will be crucial for effectively reaching and engaging audiences, and conducting market analysis is crucial for ensuring that the new product fills unmet needs and maintains a competitive edge. I didn’t discuss what a launch or roll-out strategy might look like. Let me know if that’s of interest to you, and I will surely write about this topic! I invite you to share your thoughts or ask questions about the strategy proposed in this article. Let's continue the conversation and explore how these insights can be tailored to your unique brand challenges.
👉 Don't forget to check out my previous articles for more in-depth insights into strategic brand and KPI development. Your journey to innovative, effective marketing strategies starts here!
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