Just Beautiful project

1. Environmental Defence

1.1. Mission

1.2. Vision

1.3. Values

2. Brand Purpose

2.1. New node

3. Brand Objectives

3.1. New node

4. Brand Strategy

4.1. New node

5. Elements/staging

6. Message strategy

7. Situation analysis

7.1. New node

7.2. New node

7.2.1. New node

8. Stakeholder review

8.1. Labels/manufacturers

8.2. Chemical producers

8.3. Retailers

8.4. Consumers

8.5. Government

8.6. Trade associations

8.7. Fashion media

9. Key Issues

9.1. Many chemicals in personal care products are toxic

9.2. Cosmetics industry is essentially self regulating

9.3. Not enough oversight of industry by legislators

10. Reframe thinking

11. Key Tactics

12. Desired outcome

12.1. Change in market