OUI the People is an American company that prides itself on providing women with the opportunity to authentically and genuinely love their skin by offering skincare products made especially for them. Women of all skin types and tones are welcomed by the brand’s ability to create versatile products that work across all skin types and tones.
The audience is made up of women of all skin types and tones who appreciate and value inclusivity, female empowerment, and self-love.
Brand Personality:
Simple | Clean | Casual | Relatable | Inclusive | Emphasis on Self-Love
Brand Identity
Colours + Inclusive Imagery + Language
OUI the People employs a simple, clean and fresh aesthetic through the use of their muted skin tone colours contrasted with their vibrant orange.
Their use of a skin tone colour palette further bolsters their intent to be inclusive.
The imagery found in their communication materials follows along with their clean and fresh aesthetic, but also features various women of colour of varying skintones and ages, suggesting that they strongly value inclusivity and empowerment of all women.
OUI the People puts in the effort to consistently include all women, especially in their choice of words. They refrain from using language like “perfection”, “flawless”, and “anti-aging” as they believe it sets standards much higher for women’s beauty. Instead, they aim to use language that focuses on engaging with women on a personal and relatable level, as well as focusing their efforts on allowing women to feel comfy in their own skin.
Celebrating and Empowering Female-Founded Brands
As a female-founded company themselves, OUI the People makes a conscious effort to give back to, celebrate and empower other female-founded, small businesses. Their campaign, BETTER TOGETHER, involved over 37 small businesses and offered customers a coupon code to be used at these businesses to encourage them to support small brands.
This campaign falls in line with their values of inclusivity and female empowerment as they created a community of small businesses as well as expanded their community and customer-base.
Conversational & Relatable Tone
OUI the People makes it a point to use a casual and conversational tone with their audience. This is an element of their the brand identity that sets them apart from other brands.
Their social media presence is largely filled with these witty and relatable lines that many women would identify with in their day-to-day lives. Not only is the brand showcasing that they are relatable, but the audience feels connected to them on a personal level. They feel as though the brand is speaking directly to them, person-to-person, human-to-human, woman-to-woman, and hence, they begin to believe in the brand.
OUI the People cleverly uses curse words with asterix in place of letters and witty phrases that, again, brings the overall brand down to the human level.
Campaign Story
#MOMLOVE
To further bolster OUI the People’s efforts to give women the space to love themselves and their skin, we want to tell the stories of mothers from our community and their experiences with beauty and self-love from childhood to motherhood.
These women will come from all sorts of cultures, religions, races, and classes, to ensure that our entire community is and feels represented as well as included.
OUI the People prides itself on championing women and their right to take up space and feel comfortable in their own skin. This series will be the perfect opportunity for our community to step up and take a piece of the space we have to offer.
This series will also ensure that our audience is involved in our message and further involve them in our brand. We hope to build even stronger and personal connections, not only with those sharing their stories, but those who are learning from and listening to them.
We want women to feel and be heard, as we are. After all, OUI are the People.
Media Plan
OUI the People utilize our Facebook, Instagram, and Twitter to spread our message of female empowerment and inclusivity. Our #MOMLOVE campaign will be told through 15-30 second clips across all of our platforms. These will also be accessed through QR codes placed on the receiver’s communication materials found in all shipping packages.
Due to the ageing population of users on Facebook, we currently do not use this platform very often, however this campaign could serve as a revitalization of our audience on Facebook. We would feature the shortened 30 second clips and have the audience redirected to our website for the full stories underneath our “Journal” section.
As the nature of Twitter largely revolves around instantaenous updates and quick reads, we stopped our use the platform back in 2018 as it does not provide our community the opportunity to truly engage with us as a brand. This will continue as is.
Since our largest and most active following is on Instagram, we want to capitalize on our community-base and showcase slightly longer clips of 60 seconds to ensure they are sufficiently intrigued by the series and can then be redirected to our website for the full stories under our “Journal” section.
WEBSITE
Our website is where we can fully express our thoughts and feelings in their entirety. We will offer our community the full interviews and transcripts as well as bonus topics and bloopers within our “Journal” section.
Visual Storytelling
