How to better show beauty when marketing in Iran
COMMUNICATION CHALLENGE
The Iranian manufacturer, Pergas Teb, has around 1000 employees and have been active in the health & beauty market for roughly 8-years. The company is better known for the popular health & beauty brand, Lá Farrerr. Pergas Teb is familiar with the market predicaments in Iran but saw an opportunity to cater to the local audience with products containing a natural oil superior to Argon oil.
With our help, the company realised that an innovation story could meet the zeitgeist for natural products while also replacing the consumer story lost due to sanctions. The company agreed that if this new story about beauty could look and feel like an international campaign, it would better succeed.
The challenge of health & beauty brands advertising in Iran
For Pergas Teb, the Iranian manufacturer, to be successful in sales the company would not only need to meet the new market realities, but would need to effectively communicate to consumers using media, irrespective of its many restrictions. National restrictions on visual and verbal communication are part of everyday life for advertisers in Iran, but within the health & beauty category, extra sensitivity exists. For example, using human bodies is very complicated, in that natural body shapes cannot be shown.
Our communications challenge for marketing in Iran
With these issues, our challenge would be: how do we provide a new story to conscientious women about retaining beauty in a market that struggles to trust local brands?
COMMUNICATION SOLUTION
How to show beauty in Iran without showing women
Internationally, images of human bodies often accompany branding and advertising of health & beauty products, but in Iran’s market, this is not so much the case. As can be imagined, many restrictions apply to what images can be used, but in addition to this, many restrictions apply to what can be said. A strategy was employed that would double down on the product differentiator and use the Moringa tree and its oils both in image and explanation. The challenge was that Moringa trees and their ingredients are relatively new to the audience, both in their looks and description. This, compounded with the fact that the ingredients are themselves far from beautiful.
How we beautified the beauty products for marketing in Iran
We solved the issue of the unattractive Moringa tree elements by beautifying its ingredients. For the Moringa visual identity, we embraced the product differentiator. We choose to represent its ingredients in a symphony of natural abundance.
COMMUNICATION RESULTS
How we helped achieve sell-out success for Moringa in Iran
The client confirmed that sales of Moringa products during the campaign met targets and brought a profit on the expenditure. In addition to this, the products sold out in nearly all locations that they were available. In addition to this, Pergas Teb received many requests from retailers wishing to sell Moringa products.

You can find the Link of supporting materials (videos, documents, and images) below:
https://www.dropbox.com/sh/z3be1euu8oht7am/AADNMRvOMn3z6p0OhAk05ZYqa?dl=0