Day's Eye

Executive Summary

Day's Eye is my flagship skincare brand, launched in partnership with Sartorialista. Created in honor of my late mother, Daisy, the brand features a range of organic skincare products, including soaps, skin balm, hair conditioner, skin essences, exfoliants, and artisan no-mess body scrubs. I market Day's Eye through Sartorialista's online stores and a network of distributors. This case study highlights the brand's development, market introduction, and impact, detailing my contributions and achievements.

Background

In 2011, I lost my mother, Daisy. Naming the brand Day's Eye—derived from the Old English word "dægeseage," meaning "day's eye"—was my tribute to her memory. Partnering with Sartorialista, I aimed to create a skincare line that reflects both high-quality organic products and a personal touch.

Objectives

• Create a Unique Skincare Brand: Develop a distinctive brand identity that honors the personal significance of the name Day's Eye.

• Offer High-Quality Organic Products: Introduce a line of skincare products made from natural, organic ingredients.

• Achieve Market Penetration: Successfully launch the brand through online and retail channels, including a distributor network.

  
  

Product Line

• Organic Soaps: Crafted from natural ingredients to offer gentle cleansing and nourishment.

• Skin Balm: Designed for deep hydration and skin repair.

• Hair Conditioner: Formulated to enhance hair health and manageability.

• Skin Essences & Exfoliants: Promote healthy skin through balanced exfoliation and nourishment.

• Artisan No-Mess Body Scrubs: Provide a unique, user-friendly exfoliation experience.

  
  

Branding and Design

I worked closely with my sister to develop the product creatives, including:

• Logo: Symbolizes natural beauty and reflects the essence of the name Day's Eye.

• Packaging: Eco-friendly and designed to align with the organic nature of the products.

• Product E-Catalogue: Showcases the product range and their benefits.

• Product Shots: Professional images highlighting the quality and appeal of the products.

  
  

Marketing and Distribution

• Partnership with Sartorialista: I leveraged Sartorialista’s e-commerce platform and distribution network to introduce the brand.

• Online Presence: Day's Eye products are featured on Sartorialista's online shops, reaching a broad audience through an established e-commerce infrastructure.

• Distributor Network: The brand is distributed through selected partners, broadening its market reach and availability.

• Creative Collaborations: Collaborating with my sister on product creatives has been crucial in maintaining a personal and authentic brand image.

  
  

Achievements and Impact

• Brand Recognition: Day’s Eye has been praised for delivering high-quality skincare products at a competitive price point. This value-for-money proposition has led to widespread word-of-mouth referrals, enhancing brand visibility and establishing Day's Eye as a trusted name in the skincare market.

• Customer Engagement: The brand has achieved significant customer engagement through social media and online reviews. Positive feedback and enthusiastic endorsements from satisfied customers have contributed to a growing and loyal community around Day's Eye.

• Sales Performance: Initial sales figures have surpassed expectations, with Day’s Eye experiencing a 25% increase in sales over projections. This strong performance underscores the brand's appeal and market acceptance.

• Distribution Expansion: Day’s Eye successfully established a network of distributors, extending its reach and availability. This strategic expansion has enabled the brand to enter new markets and attract diverse customer segments.

  
  

Challenges and Solutions

• Challenge: Balancing personal tribute with commercial goals.

  • Solution: Highlighted the authenticity and emotional connection in marketing materials, boosting brand appeal.

• Challenge: Establishing a new brand in a competitive market.

  • Solution: Focused on unique selling points like organic ingredients and artisanal design to differentiate Day’s Eye from competitors.

    
    

Conclusion

Day’s Eye represents a successful integration of personal passion and professional collaboration. Through my partnership with Sartorialista, I have developed a brand that not only honors my mother’s memory but also achieves significant commercial success. The brand’s growth underscores the quality of its products and the power of its heartfelt story.