ASK

To balance The Honest Company's revenue stream, re-establish the company's brand,
and position them as a trustworthy leader in the market.

Insight

New parents are risk-adverse and spent most of their energy ensuring that the product they use on their child is not harmful. They want a simple way to choose a product that’s right for their baby so that they can have more time to enjoy being a parent.

Strategy

Honest Moments is Honest Company’s commitment to helping you make easier decisions as a parent so that you can enjoy the most honest and cherished moments in your child's life.

Situation

The Honest Company sells organic household and babycare products which are natural,
eco-friendly, and non-toxic. In 2016, 70% of Honest's revenue came from diaper sales, leaving little
to no attention to their other products. At the time, several lawsuits were filed against the company after
customers complained that their children had developed allergies and rashes after using products that Honest advertised
as containing non-toxic ingredients. 

target

Parents, and specifically mothers, who have recently had their first child or already have children with
environmental sensitivity. Mothers who have used competitor products in the past are also included.

The Honest Company, founded by Jessica Alba, is a consumer packaged goods company that pairs smart design with a growing market for organic products. It emphasizes that its household and babycare items are natural, eco-friendly, and non-toxic.

Challenge

In 2016, Honest was hit by controversy when lawsuits claimed that Honest’s products were not safe. People reported that
their kids were developing hives or allergies and felt that the standards that Honest had promised its customers had
not been delivered. 

Sales also showed that most purchases made on Honest's website came from diaper sales. As the company prepared to launch more products, it wanted to shift the focus to its bundles instead.

Opportunity

To increase brand affinity by amplifying Honest’s commitment to transparency and safety for all its products.

1. Consumers expect high standards from Honest because of its name, so promoting open conversation with customers can improve their relationship with the brand.

2. Honest’s bundles remove the need for parents to buy multiple products.

Insight

Parenthood can be scary, confusing, and stressful.

New parents are risk-adverse and spent most of their energy ensuring that their children are safe and healthy. Because of this, they take extra precaution when buying products they will use on their children. Unfortunately, accessibility to a large variety of child-care products can make choices overwhelming.

Strategy

The Honest Company is working overtime to help you through the challenges you face as a parent by providing safe products for your family so you that you can enjoy the more honest moments in life

Honest moments are all about transparency and open dialogue.

To support the campaign, Honest will take the conversation to its social platforms to encourage others to share their #HonestMoments. Content could be a mix of stories from parents, photos of their kids, and more.

What’s more Honest than live video? Using this and other non-traditional mediums can help Honest provide unrestricted access to the brand for open and honest dialogue.