Product Idea Briefing

Introduction

• Agency responds to a communication briefing with a product idea
• Product idea aligns perfectly with brand purpose

Personal Experience

• The speaker's transition to female led to drier skin and lack of balance
• This personal skin issue inspired the product development

Research and Development

• Two years of research to address skin problems specific to female transgender consumers
• Identification of specific ingredients to help with these issues

Key Ingredient

• Isoflavone:
  • Considered a natural estrogen
  • Supports a healthy transitioning process
  • Hero ingredient that makes the product unique

Product Vision

• Not envisioned as a limited edition product
• Intended to serve the community indefinitely
• Committed to making the product available on shelves forever

Marketing Approach

• Acknowledgement of Tong, noted for her presence on Twitter
• Boderma Transition Body Lotion
  • Not just a beauty campaign
  • Focused on beauty rather than politics
  • Aims to serve the community rather than merely showcasing LGBT identity