Re-Imaging a Beauty Icon - Golden Pearl
Project Scope
- Brand Purpose
- Brand Manifesto
- Brand Culture Strategy
- Re-Branding
- Brand Styling
- Brand Capsule
- Creative Transformation
- Perception Reshaping
- Creative Platform
- Ideation & Storytelling
- Storyboard
- Music Film
Before the inception of Owl Studio, its founder, Ehmer Kirmani, embarked on a visionary project to transform Golden Pearl, a leading beauty brand, into a global icon.
This transformative work, conducted through the Brand Culture Network, a Brand-First Marcom Network led by Ehmer, now forms a part of Owl Studio’s prestigious portfolio.
It showcases the exceptional talent and foresight that Ehmer would later bring to his network and agency. The project aimed to reimagine Golden Pearl’s brand imagery, elevating it to meet the standards of the world’s elite beauty brands.
Discover the creative revolution and transformative journey of the Golden Pearl Glamourama Project. Witness how we, in partnership with the Brand Culture Network, redefined beauty standards and crafted new brand imagery for Golden Pearl.
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The Challenge
The entrance of multinational brands like Fair & Glow (Fair & Lovely), Garnier, Ponds, and other regional players into the beauty cream segment posed a significant challenge to Golden Pearl Beauty Cream. With similar propositions, promises, product offerings, specifications, and packaging formats, these competitors directly challenged Golden Pearl’s market leadership.
Golden Pearl Cosmetics needed an inspiring brand culture to differentiate substantially from these competitors and strengthen Golden Pearl Beauty Cream’s position as the Number 1 Multi-Billion Value Winning Brand.
Additionally, there was a need to reshape perceptions by uplifting the overall master brand identity, imagery, and communications. This was crucial for competing with the best, especially considering their upcoming skin and hair care launches in a market dominated by multinational brands.
The project called for powerful, aspiring, captivating storytelling that depicted a unique Brand Culture to create inspiring brand imagery. Accepting this challenge was an exciting opportunity for the Brand Culture Agency.
Greatest Stories Need Great Vision
Ehmer Kirmani’s visionary storytelling was pivotal in the Golden Pearl project. His expertise in brand storytelling and strategic cultural branding crafted a compelling narrative, transforming Golden Pearl into a cinematic beauty icon.
Contribution
His unique blend of cultural insight and creative storytelling and his passion for brand empowerment drove Golden Pearl’s transformative rebranding.
Role
As a Strategic Cultural Branding Narrator, Architect of Brand Imagery, and Chief Creative and filmmaker within the Brand Culture Network, Ehmer played a multifaceted and integral role in the project’s success.
Cultivating Purpose & Brand Culture
At the heart of the Golden Pearl Beauty Cream campaign was the philosophy that the strongest action for a woman is to love herself, be herself, and shine amongst those who never believed she could.
Utilizing our Cultural Branding Marcom Toolkit “Brand Culture Hive,” we developed a strategy to build and own the “Glamourama Culture.” This approach was centered around crafting unique storytelling with the purpose of encouraging women to “Shine Like A Pearl.”
Crafting Ideation & Storytelling
Golden Pearl Beauty Cream presents “GLAMOURAMA,” a narrative that intertwines beauty, glamour, and performance, delivered by the international celebrity film star and model Elnaaz Norouzi.
This campaign marked a new direction for Golden Pearl, blending Eastern and Western influences, beauty, and glamour. The campaign was set to the legendary Nusrat Fateh Ali Khan’s song “Husne Jana Ki Taareef Mumkin Naheen…Aafreen Aafreen,” creating a masterpiece that celebrates the beauty and charm of women.
The Result
The Golden Pearl Glamourama campaign successfully built inspiring brand imagery for the master brand, strengthening its position as the No.1 Selling Beauty Brand.
The campaign accelerated the brand’s growth by 2.5X compared to the industry, generating high recall and becoming the signature communication of Golden Pearl.
The campaign’s success also boosted the sales of other Golden Pearl personal and beauty care products, extending the commercial communications contract for an additional two years.
Conclusion
The Golden Pearl project is a testament to Owl Studio’s capability to transform brands globally. Ehmer Kirmani’s unique role as a Strategic Cultural Branding Narrator and Architect of Brand Imagery was pivotal to its success. His creative odyssey has set a new benchmark in brand transformation.
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Key Visuals
Print / OOH
Exhibition Stall
Execution Is Everything... And It's Need A Dream Team To Win
At the heart of the Golden Pearl Beauty Cream campaign was the philosophy that the strongest action for a woman is to love herself, be herself, and shine amongst those who never believed she could.
Utilizing our Cultural Branding Marcom Toolkit “Brand Culture Hive,” we developed a strategy to build and own the “Glamourama Culture.” This approach was centered around crafting unique storytelling with the purpose of encouraging women to “Shine Like A Pearl.”
Masterful Orchestration
Ehmer Kirmani led the ambitious vision for Golden Pearl with a masterful execution strategy. Collaborating with MI Films Worldwide, a Brand-First Production Agency of our Marcom Network, he meticulously designed the entire production.
Global Collaboration
The project involved assembling a dream team of top professionals from Bollywood and Hollywood, ensuring a diverse, transnational perspective and flawless execution.
Boundary-Pushing Creativity
Known for his passion for innovation, Ehmer pushed creative boundaries. He engaged in extensive sessions with producers, cinematographers, art directors, stylists, and the celebrity model, focusing on every detail from the storyboard to the film treatment and overall mood.
Meticulous Planning and Execution
The project demanded over two weeks of meticulous planning and execution, emphasizing precision in every aspect – from location scouting to stage design, wardrobe, lighting, and camera work.
Artistic Direction
Ehmer’s artistic direction involved meticulously selecting every element to align with Golden Pearl’s elevated image.
Styling and Wardrobe
The styling and wardrobe were curated to speak of luxury and global appeal, in line with the brand’s new positioning.
Film Treatment
The film treatment aimed to create a visual masterpiece that encapsulated Golden Pearl’s essence, focusing on luxury, quality, and global allure.
Discover how Ehmer & the Brand Culture Network Global Teams worked their magic to bring this visionary project to life.
