The Business Challenge: successfully introduce a new specialty hair care product in an extremely noisy hair space.
EBAN was born from a family’s need to protect their championship swimmer daughter’s hair from pool chlorine, and within three years, the brand expanded to offer a full line of premium hair care products for women with natural hair who swim and sweat.
The hair-care space is super crowded! With everybody boasting bigger curls, better moisturizing and all-natural it was ultra-important to clearly distinguish the brand from it’s competition. The core message of the EBAN is not curls, moisture or all-natural (although it does all three). The core message is support for women who work for physical health and encounter challenges from the elements, sun, salt, sweat and chlorine. The strategy is to exclusively speak to the target customer’s unique need.
LWD first compiled the communication language and imagery behind the EBAN brand. It was very important the target customer’s attention was grabbed. Then the next step was to relate to their need to wash their hair often and the challenges that come along with it.
One of the ways EBAN uses it’s website is through a Brand Ambassador affiliate program. Fitness experts and influencers register at ebanlliving.com to become part of an independent sales force. The website handles all aspects of the membership and acts as the eCommerce solution for all vendors.