Black Friday is considered one of the year’s biggest global shopping events offering massive discounts to consumers. However, as consumers become increasingly conscious of their shopping habits and the impact of their behaviour on the environment, more brands are deciding to opt-out of the Black Friday frenzy due to the negative association with mindless materialism and overconsumption.
Cape Island is a conscious brand committed to building an ethical and sustainable business and mindful of maintaining the balance between economic growth and remaining environmentally and socially conscious. The luxury home fragrance brand is also laser-focused on delivering a compelling value proposition that speaks to their customer needs and especially mindful of the potential impact of the current economic situation on consumers.
The brand knows that a segment of their audience looks forward to the two major sales (Winter and Brilliant Friday) they hold each year to stock up on their favourite luxury home fragrance products at a lower price point. They also understand that customers are searching for beautifully packaged gifts for the festive season at a price that won’t break the bank. As a small business, the revenue generated over the sale period significantly impacts the company’s annual performance, allowing them to sustain the business overall and potentially invest in innovative projects to improve how customers experience the brand.
The Cape Island “Brilliant Friday” sale was created to meet customer expectations while flipping the narrative on the Black Friday concept. The brand uses bright colours, and beautiful, bold illustrations in their packaging and their six signature fragrance collections are created using fragrance and colour as the medium to form an artistic expression of the African landscape. Going bright, bold, and brilliant means that Cape Island can look after their customers immediate needs while staying true to the brand and crafting encouraging, relatable messaging that allows them to connect with and engage their audience.
The message:
Be Bold – move beyond your strengths and perceived weaknesses
Be Bright – shine brightly as a symbol of beauty and hope to all
The brand believes in the power of scent to impact our emotions and uplift us during challenging times. The campaign message, like their products, is focused on encouraging us to be the brightest, boldest version of ourselves – impacting positively on those around us.
That’s why, this Black Friday, Cape Island is going Bright and Bold with Brilliant Friday specials to light up your festive season.
The Brilliant Friday sale runs from 21-28 November 2022 online at capeisland.co.za.
Be Bold. Be Bright. It’s Brilliant!
