Travalo is a clever innovation that went viral and brought global success to a Shenzhen-based OEM manufacturer.
The product comprises a small atomiser bottle designed to easily remove perfume from a standard scent bottle. The small Travalo bottle can then be handily carried in a purse or pocket.
Initially successfully marketed simply as a functional product, the inventors sought to reposition the brand in the luxury category. The objective was to align it with the premium image of fragrance brands, and combat competition from products with inferior technology but better presentation.
Successful makeover – The Stepworks methodology led to a more attractive brand proposition and brand identity that enhanced the essential emotional appeal of the Travalo product.
Superior positioning – A romantic storytelling approach equates the product with a magical talisman, with the power of transforming the user instantly with scent.
Luxury aesthetics – Stepworks designed a series of attractively-packaged products with a refined contemporary appearance to appeal to scent aficionados.
Rethinking the Travalo website was an important part of the Travalo brand upgrade initiative.
As a relatively low cost product with wide retail distribution, the Travalo product has a big web footprint. The website needs to position the brand, explain the product and convert the visitor to a customer as effectively as possible.
An important part of the ecommerce website was making sure it was the top Google entry for Travalo. With over 2 million plus Google hits on a search for “Travalo”, this meant applying best practice SEO throughout the site.
Ultimately Stepworks delivered a website that fulfilled all the requirements of the brand, presented the product in the best possible light and moved the visitor towards the sale.
Enjoyable user experience – The website puts the product first, and quickly engages the visitor by offering choice. Those new to Travalo can easily find how-to-use information and discover the brand story.
Direct sales via ecommerce – The shopper’s journey from window browser to check out is facilitated by proven online shopping applications.
Easy site management – Travalo team members can manage website content, promotions and prices via the user friendly content management system.
Custom apps – Stepworks also built an online tool for warranty registration and promotional code redemptions for Travalo products.
The Travalo brand is a winner with its patented Genie-S technology and first mover advantage. It essentially created a new market for its portable perfume atomisers.
Over the years competition inevitably arrived in the form of products aiming to fulfil the same need. Some competitors were starting to grab significant market share with inferior products that nevertheless presented a more premium image.
Building the image of the Travalo brand was a logical step to defend its market share, and cement its position as market leader.
The brand building teams collaborated to methodically associate the Travalo brand with the sense of luxury mystique that characterises the fragrance sector.
Leadership asserted – The initiative positions Travalo as the premium brand, sold at a higher price point. The approach identifies the product as an affordable luxury rather than a handy gadget.
Methodical path to growth – Detailed guidelines enable in-house teams, crossover partners, and other creative collaborators to ensure the brand is treated with consistency and respect.
Strong storytelling platform – The product is presented metaphorically as a magical talisman of transformation. Campaign developers can apply Campbell mythology to create fantasy storylines similar to those used by scent brands.