Rumi Cosmetics

Client

Rumi Cosmetics

Job Description

Brand Audit
Qualitative research
New Brand Positioning
New Brand Manifesto

Summary

RUMI is a premium natural cosmetics brand, founded by health and wellness expert Rumi Ilieva. Upon in-depth analysis, we shaped the brand’s long-term foundation, repositioning it to better align with the founder’s beliefs about care and beauty.
We then created a long-term marketing plan, including over 30 campaigns and always-on initiatives to build the brand image and attract customers.

The challenges

We discovered that clients trust the brand RUMI because of Rumi’s personality, yet her values weren’t fully reflected in her brand’s story. Instead the communication mostly relied on product features and promises, making it hard to differentiate from competitors, who also focus on the same messages. The challenge was to align the brand more authentically with Rumi’s evolving philosophy about care, while ensuring that this new positioning resonated emotionally with the target audience.

Approach

We conducted a full-day workshop with RUMI’s team, focusing on discussions and exercises that explored Rumi’s personal values, her evolving definition of self-care, and the unique impact she wanted her products to have. Through this collaborative process, we discovered the essence of her philosophy.

Key insight

When Rumi launched her brand in 2018, Rumi’s definition of “best care” was to provide the highest quality natural products for herself and her customers. However over the years, Rumi’s definition of “best care” evolved. It no longer meant only giving herself the best products, but also fully embracing herself and her uniqueness – her emotions, dreams, natural and imperfect beauty.

Additionally, through qualitative research we saw that RUMI’s customers considered the path to truly loving themselves important, but difficult to begin with.

The positioning

This meant that we could position RUMI as the brand that believes that women can give themselves the best care through giving way to themselves, to everything that’s unique about them: feelings, ambitions, sadness, fears, beauty, desires.

Based on that, we redefined the brand positioning and created a new brand platform:

Give way to yourself
Дай път на себе си.

Turning the Brand positioning into an actionable plan

To ensure the new positioning translated into impactful communication, we facilitated a content creation workshop, together with experienced creative and content professionals. This led to the development of over 30 campaign ideas, as well as always-on content, allowing the team to implement the positioning across all touchpoints.