Earning Belief
at First Exposure
Greenhause · Miranda Urdinola · Georgetown University
PRODUCT
About Rose Water
Rose water is made by gently heating rose petals in water until steam forms. The steam carries the natural scent and beneficial compounds from the petals, then cools back into liquid. This creates a light, fragrant water that keeps the essence of the rose in a gentle, skin friendly form.
Greenhause Rose Water Benefits
SUMMARY
The Challenge
Greenhause enters a skeptical market where consumers evaluate new brands in seconds. Zero existing equity means every touchpoint must earn trust immediately.
The Approach
Ingredient-led proof and intergenerational storytelling reposition rose water — traditionally seen as a simple refresher — as a trusted, functional balancing essential.
2,200
units target
(12 months)
$10K
annual
marketing budget
45–60
primary
target age
MARKET LANDSCAPE
Few brands combine botanical sensory
experiences and gentle functional skin support
Industry Shift - Skin Streaming
Skincare moving toward barrier support, sensory ritual and routine simplification
Botanical & Sensorial
Soothing & Clinical
Premium
& Functional
Commoditized
& Basic
Traditional
Rose Waters
(Mario Badescu, Pili)
Clean
Botanicals
(Fresh, Cocokind, Heritage)
Thermal
Waters
(Caudalie, Le Roche Posay)
Microbiome
Care
(BYOMA, Gallinee)
greenhause
Unique white space
SWOT ANALYSIS
S
Strengths
W
Weaknesses
O
Opportunities
T
Threats
THE PROBLEM
Consumer skepticism acts as an
immediate barrier to trial
How do we reduce perceived risk in seconds to drive trial at first exposure?
1
SECOND 1
Visual Encounter
Brand has zero existing equity
2
SECOND 2
Risk Scan
Consumer scans for recognizable cues to reduce perceived risk
3–4
SECOND 3–4
Evaluation & Trial
Decision made in seconds
GOALS
BUSINESS
Build brand awareness
Achieve early market adoption with potential to expand into lifestyle essentials inspired by Colombian flora.
MARKETING
Establish trust at first exposure
Identify the messaging and product cues that most effectively earn belief from consumers.
OBJECTIVE
Sell 2,000+ units in 12 months
Proof of concept goal anchoring all channel and budget decisions — measured via Shopify and POS data.
RESEARCH — STIMULUS TESTING
Three variables tested across 48 participants to identify what builds trust at first exposure.
01
Packaging
PACKAGING PERCEPTION
02
Product Page
RANDOMIZED PAGE TESTING
VARIANTS TESTED
Trust Score
Safety Perception
Willingness to try
03
Messaging Claims
MESSAGING PERCEPTION
VARIANTS TESTED
Ingredient-led claim
Ritual/sensory claim
Explicit safety claim
04
Consumer Perception
BPC PREFERENCES & PRODUCT CONCEPT
VARIANTS TESTED
7
What matters most
Familiarity with rose water
Trusted references
KEY FINDINGS
THE PARADOX: Explicit safety claims actively generate skepticism.
STRATEGIC SYNTHESIS
Trust must be inferred through evidence, not claimed through marketing.
Ingredient transparency acts as a rapid trust shortcut.
Safety
Ritual
Ingredients
FINDINGS TO DECISIONS
Research → Implication → Decision
TRUST
Ingredient-led messaging scored highest on trust, safety & trial
Proof builds trust. Claims don't.
"What's in it & why it works" anchors all content
SAFETY
Explicit safety claims produced the lowest trust score (4.73)
Saying "safe" creates skepticism, not confidence
No safety claims — ingredients do the credibility work
EMOTION
Ritual messaging drove interest but not trial decisions
Emotion supports, it doesn't convert alone
"From Her to Me"campaign layered on top of ingredient clarity
AUDIENCE
40+ consumers showed highest familiarity and openness
Experience builds trust faster than marketing
Primary target: Hispanic women 45–60
RESEARCH FINDING
IMPLICATION
DECISION
TARGET AUDIENCE
Two audiences. One intergenerational story.
PRIMARY TARGET
HISPANIC WOMEN
45–60
SECONDARY TARGET
HISPANIC YOUNG WOMEN
15–30
12
TARGET AUDIENCE
Personality
Experienced
Practical
Routine-oriented
"I choose practical, trustworthy care that fits into my routine and makes me feel confident in my skin."
Silvia Díaz
54 Y.O
Mother
Location
Bogotá, Colombia
Employment
Full-time professional
Income
Upper-middle
Role
Primary shopper,
household decision-maker
Information Sources
Dermatologists / professionals, friends and family, social media
Brand Values
Transparency, trustworthiness, simplicity
Digital Behavior
Uses social media but skeptical of influencer-led messaging
Key Motivations
Small daily rituals, best care products for family
Pain Points
Ingredient misinformation, lack of clarity, time scarcity
13
CONSUMER INSIGHT
Consumers want simple
ingredients,
but doubt whether
simple can deliver
the efficacy they need.
The insight that drives our strategy
STRATEGY
01
Prove Simple Works
HOW
Ingredient function explainers across website, product page copy, and product label — make minimal ingredients feel like a strength.
02
Generational Trust
HOW
"From Her to Me" campaign as track record, not nostalgia — mother-daughter creators, UGC, real routines
03
Challenge the Myth
HOW
Messaging, packaging, product design and social content all reflect restraint — less is intentional.
CAMPAIGN CONCEPT
From Her to Me
She didn't call it skincare. She just never skipped it.
Always Worked
Generations of women trusted rose water. They weren't wrong.
Now You Know Why
Botanical ingredients with minimal actives. Simply explained.
Daily Essential
Not an extra step. A necessary one.
Rooted in Nature
Rose hydrolate and inulin prebiotic.
Warm not sentimental · Clear not clinical · Confident not loud · Educational not preachy · Familiar not nostalgic
CONTENT FORMATS
VIDEO SERIES
Mother + daughter — real pairs, real routines
INGREDIENT EXPLAINERS
"What mom used + what science says"
UGC PROMPT
"Tag who taught you your first ritual"
SAMPLING + QR
"Scan to understand why each ingredient is here"
TACTICS & CHANNEL MIX
Owned (35%)
Website & product page · Social content (IG + TikTok) · Content optimization (AI/SEO)
Earned (30%)
Micro-creator gifting 45+ · Mother-daughter creators · Dermatologist validation · PR seeding
Shared (20%)
User-generated content · Community engagement · Reviews & social proof
Paid (15%)
Boost high-performing posts · Retargeting ads (conversion)
TACTICS — 12-MONTH ROLLOUT
Tactics are deployed in three phases, building from brand awareness and first impressions to trial, conversion, and retention over 12 months.
Owned
Shared
Earned
Paid
Sampling
Phase 1 — Launch
Jul – Sep 2026
Phase 2 — Growth
Oct 2026 – Feb 2027
Phase 3 — Scale
Mar – Jun 2027
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
OWNED
Website / product page
Social content (IG + TikTok)
Content optimization (AI/SEO)
SHARED
User-generated content
Community engagement
Reviews & social proof
EARNED
Dermatologist validation
Micro-creator gifting
Mother-daughter creators
PR outreach
PAID
Boost high-performing posts
Retargeting ads
SAMPLING
Events + QR cards
18
12-MONTH MARKETING BUDGET
Low-range estimate · July 2026 – June 2027
Owned
$3,000
Website / product page / domain — $300
Content optimization (AI/SEO) — $1,400
Content production (DIY, photoshoot) — $1,300
Earned
$2,800
Female micro-creators 45+ (gifting) — $600
Mother-daughter creators (targeted pairs) — $1,400
PR seeding + Dermatologist validation — $800
Paid
$2,000
Boost high-performing posts — $800
Retargeting ads (conversion-focused) — $1,200
Sampling
$2,200
Fairs participation (4–6 events) — $1,100
Trial samples for distribution — $600
QR cards, signage, reusable setup — $500
Total Annual Budget
$10,000
POSITIONING & MESSAGING
BRAND POSITIONING
Greenhause is the brand that bridges generations by making botanical care simple, functional, and understood.
PRODUCT POSITIONING
Greenhause Rose Mist transforms a traditional ritual into a modern daily essential for skin balance.
SUPPORTING MESSAGES
01
Every ingredient has a function. You'll know each one.
02
Not an extra step. A daily essential.
03
What she always used, now backed by simple understanding.
04
Your skin doesn't need more. It needs the right thing.
EVALUATION & KPIs
KPI
CONSUMER JOURNEY
TOOL
TARGET
Brand Awareness
First exposure → Content reach
IG / TikTok Analytics
50,000–75,000 accounts reached
Months 1–6
Engagement
Content → Interactions
IG / TikTok Analytics
4%+ engagement rate
Months 1–6
Conversion (overall)
Social / QR → Website → Purchase
Google Analytics / Shopify
3%+ conversion rate
Months 4–12
Conversion (retargeting)
Retargeted users → Purchase
Meta Ads / Shopify
4–6% conversion rate
Months 6–12
Market Adoption
All channels → Purchase
Shopify / POS
2,200 units sold
Within 12 months
Return Intent
Website → Repeat visits
Google Analytics
20% return visitor rate
Within 90 days
FINAL ASSET
www.greenhause.com.co
[ Insert product page
screenshot here ]
Live on Shopify
WEBSITE
Home
About Us
Product Page
KEY INGREDIENTS
Rose hydrolate · Glycerin · Inulin prebiotic · Vitamin B5
Our Commitment
STRATEGIC PARTNERSHIP
Partnership with Don Eloy Rose Shop
A co-branded Mother's Day gifting activation to bridge both audiences at the exact moment rose water is most culturally resonant.
Shared Audience
Don Eloy's 45–60 female gift buyers map directly onto Greenhause's primary target
Intergenerational Moment
Mother's Day activates the 'From Her to Me' narrative at peak cultural relevance
Incentive at Purchase
Rose Mist bundled with rose delivery
Channel Amplification
Co-promotion across both brands' social channels multiplies reach at zero paid cost
Greenhause is about helping women understand what’s in it,
so they can trust what it does.
From the label to the website to the intergenerational story behind it,
Greenhause earns trust by making every ingredient visible, functional, and understood.
Questions?
Miranda Urdinola · Greenhause · Georgetown University
APPENDIX
Miranda Urdinola · Greenhause · Georgetown University
PRIMARY RESEARCH — STUDY OVERVIEW
APPENDIX · A1
Research Design
Between-subjects experimental design to identify which signals build trust at first exposure.
48
Total participants
3
Experimental conditions
16
Participants per condition
(balanced design)
CONDITIONS TESTED
01
Ingredients Condition
Product description leading with ingredient names, functions, and transparency.
02
Ritual Condition
Product description framed around sensory experience, emotional tone, and daily ritual language.
03
Safety Condition
Product description leading with explicit safety claims: 'for sensitive skin.’
QUANTITATIVE RESULTS — PRODUCT PAGE TEST (Likert Scale 1–7)
APPENDIX · A2
THE PARADOX: Saying 'safe' does not equal feeling safe. Explicit safety claims actively generate skepticism.
Ingredients
Ritual
Safety
QUANTITATIVE RESULTS — PACKAGING & PRICING
APPENDIX · A3
Packaging Label Preference (Q10)
n=48 · Single-choice selection · A = Ingredients · B = Ritual · C = Safety
Label 1 = Ingredients
Label 2= Safety
Label 3 = Ritual
Willingness to Pay (Q9)
COP price ranges selected by participants
Accessible premium zone: $20K–$28K COP. Upward elasticity exists — but only if trust is strong.
QUALITATIVE INSIGHTS — BEHAVIORAL DATA & OPEN RESPONSES
APPENDIX · A4
What matters most to consumers
WHAT MATTERS MOST (Q14)
1
Ingredients
2
Safety
3
Simplicity
NOT
Branding language or emotional storytelling alone
INFORMATION SOURCES (Q15)
1st
Dermatologists / professionals
2nd
Friends & family
OPEN RESPONSES — "What stood out most?"
"Clean ingredients and a pharmaceutical-looking package"
"What it does, ingredients and precautions"
"Packaging should clearly explain how the product helps your skin"
"Clarity of ingredients"
"No alcohol label"
"Familiar ingredients for the skin"
"My grandmother always used this product"
What stands out is not what the product promises, but how clearly it explains itself.
RESEARCH SYNTHESIS — FROM DATA TO STRATEGY
APPENDIX · A5
Five validated strategic directions
01
Trust is built through recognition, not persuasion
Consumers are not looking to be convinced. They are looking to verify quickly. Familiar ingredients reduce cognitive load.
Ingredients condition: highest trust, safety, willingness to try
02
Ingredient transparency = trust shortcut
Your strongest validated lever. Reduces cognitive load, signals honesty, feels informative not promotional.
Label A won 18/48 votes vs. 14 for safety, 8 for ritual
03
Safety messaging fails when explicit
"Safe" claims create skepticism. Ingredients create implicit safety. Safety belongs on packaging as evidence, not as a claim.
Safety condition trust score: 4.73 (lowest of three)
04
Emotion supports, but does not convert
Ritual messaging is good for top-of-funnel interest but weak for decision-making. Layer emotional framing on top of ingredient clarity.
Ritual: mid-level trust + safety, lowest willingness to try
05
Pricing power depends on credibility
Most responses cluster at $20K–$28K COP. Upward elasticity to $29K+ exists, but only when trust is high.
28 of 48 respondents willing to pay $25K–$28K+ COP
REFERENCES (1/2)
MINTEL
Mendez, G. (2021). Marketing to Mexican Millennials – US.
O'Donnell, F. (2022). Hispanics and Personal Care – US – 2022.
Mendez, G. (2023). Design helps brands in LATAM tell their best story – US.
Mendez, G. (2023). How to create value now and in the future in Colombia.
Kitzmiller, C. (2023). Clean & Conscious Beauty – US – 2023.
Kitzmiller, C. (2024). Passive Beauty – US – 2024.
Kitzmiller, C. (2024). Ingredient Trends in Beauty – US – 2024.
MINTEL
Mendez, G. (2025). LATAM: Private Label Beauty can Go Viral with True Innovation.
Caridad, A. (2025). 2025 LATAM Beauty & Personal Care Trends.
Punchard, B. (2025). 2026 Global Packaging Predictions.
Interactive Databooks (2025). Path to Purchase – Spotlight on Beauty – US – 2025.
Interactive Databooks (2025). BPC Packaging Trends – US – 2025.
Interactive Databooks (2025). Ingredient Trends in Beauty – US – 2025.
1
APPENDIX · A6
REFERENCES (2/2)
MRI-SIMMONS
MRI-Simmons. (2023). National Consumer Study [Hispanic Gen X Female Shoppers of Household Buying Styles].
MRI-Simmons. (2023). National Consumer Study Hispanic Gen X Females Gfk Roper Values.
MRI-Simmons. (n.d.). Within Millennials (b.1977–1996): what skincare needs are beauty-influential HoH females likely to pursue?
MRI-Simmons. (n.d.). Hispanic cultural segments against hand/body skincare usage motivations.
OTHER SOURCES
Nielsen. (2025). Revenue of the leading beauty companies in Latin America in 2024.
Rose water: Benefits and how to use. (2017, May 22). Healthline.
Glossier: Co-creating a cult brand with a digital community. (n.d.). Harvard Business School.
Marketing, B. of. (2026, January 27). The merit edit. Because of Marketing [Substack].
Flaharty, K. (2026, February 16). New skin care trends to watch this year. Trilogy Laboratories.
2
APPENDIX · A7