go be lovely™ initially launched to wholesale at the major national gift shows in January 2014, followed shortly thereafter at top Anthropologie doors. We were able to showcase the line in a new trade show booth, and published ads in top industry publications. While we don't do traditional print advertising, we tapped into our network of stylish home décor and beauty bloggers to try the new products and share images and reviews across social media. We also did a PR tour, visiting beauty editors at the major national magazines, and sampled the Lavish Hand Crème to Birchbox montlhy beauty sample subscribers. As if the eye-catching items aren't tempting enough, an elegant brand manifesto on the packaging creates context and sets the mood for the customer.
For 20 years and counting, ILLUME has showcased the best in home fragrances. The time had come to bring our passion for product and fragrance philosophy to the beauty world. We imagined a broad assortment of products – hand crème, triple milled bar soap, perfume, bath salts and candles – in our most feminine fragrances, that complemented our existing home fragrance offerings. It required a sub-brand with wide appeal as it had to live anywhere from the corner store gift shop to major department stores to specialty retailers. And it called for our signature boho-chic attitude with it’s own story. go be lovely™ represents our appreciation for all things that make us feel good. It’s a state of being – both sophisticated and lighthearted – conveyed through a mix of pattern, varied line quality, an uninhibited use of color, and liberal hand lettering. Ultimately we wanted to create a collection for loving and gifting, and something we would want to use ourselves.
Since launch, sales at Anthropologie have not only exceeded plan and extended to all doors, but the line will also expand into future seasons. Our wholesale customers can't get enough of the pretty packaging and are thrilled to be able to add body care to their merchandise assortment from a trusted vendor.
