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Background
The al.ive body Limited Edition Duo series has become one of the most eagerly anticipated product launches amongst the personal and homecare brand’s loyal followers, with the first collaboration announced last year and immediately becoming a hit amongst the 100,000+ fans who form their passionate community.
With a new product drop to be released annually, the collaboration seeks to partner with a cause close to the heart of the brand and its Co-Founders Alisa and Lysandra Fraser who created al.ive body to offer personal care products inspired by nature and have been pledging to give back to the planet ever since launching in 2020.
Promising limited edition colours and fragrances, as well as donating to the chosen charity, the genesis collab collection – al.ive body x Cungelella Art – saw four talented sisters from North West Queensland teaming up to design a duo series adorned with artwork inspired by their traditional homelands of the Kalkadoon Country.
Following the success of the series, the al.ive body team began the discussion with Wilderlands to explore whether protecting a project close to the company’s headquarters (South Australia) might present the perfect opportunity for a collaborative series in 2024.
Having recently collaborated on an al.ive body Earth Day campaign that saw a square metre protected at Alleena with product sold, the connection with Wilderlands was already well established and presented a great opportunity to deepen the partnership and take the impact to the next level.
The Product
Introducing al.ive body x Wilderlands Limited Edition Duo, a product inspired by the Coorong Lakes and promising to protect one square metre of the project with every pack sold.
Every detail of this duo is connected back to the Coorong, from the enchanting scent of Coastal Wildflowers that grow in the region through to the serene sky blue shade that encapsulates the essence of the untamed coastal landscape, it has been crafted with natural ingredients and proudly made in Australia.
Beautifully packaged, the story of the collaboration is sprawled across the sky blue box and includes a QR code to learn more about the partnership and project via the alive body website as well as a thankyou card insert with messaging from the Founders of both businesses.
The Campaign
A project over 12 months in the making meant many projects visits to the Coorong to capture content to ensure the campaign was a roaring success.
In late spring, the al.ive body team joined Wilderlands Co-Founders Ash Knop and Heath Evans along with Lead Ecologist Deanna Marshall to explore the property and immerse themselves in the nature this product would help protect.
The opportunity to meet with Aunty Rose Rigney, a traditional elder of the Ngarrindjeri, presented an insight into how significant this land is for the people of the region and also highlighted the importance of the partnership between the landholder Cassinia Environmental and the Ngarrindjeri, with many of the local Raukken community employed to care for country on the property.
With an entourage of photographers and videographers, the team were able to capture critical product shots of the Limited Edition Duo in the exact environment it is supporting as well as film the Founders speaking to camera about why protecting a project so close to home is so close to their hearts.
The Launch
The al.ive body x Wilderlands Limited Edition Duo was officially launched on the 2nd of April 2024 with a homepage takeover of the al.ive body website driving audiences to dedicated landing pages detailing the duo, the partnership, and the ability to see a live trackers recording the number of units protected at the Coorong Lakes project..
The announcement was made by Co-Founders Alisa and Lysandra through Instagram receiving an overwhelming response from the al.ive body community applauding the brand for their commitment to an environmental cause so top of mind for many right now.
Many high-profile influencers shared their support for the collaboration showing off their duos on display in their homes as well as the al.ive body reel (below) being republished by a range of brands.
Over the weeks to come a series of short reels will be released detailing key aspects of the partnership and exploring the impact it will have, with insights from Lead Ecologist Deanna Marshall, Wilderlands CEO Ash Knop, as well as Aunty Rose Rigney sharing why the project is so important to her community and the impact this support with make.
Prior to the public launch, al.ive body showcased the Limited Edition Coastal Wildflower Duo to retailers at various trade shows providing the opportunity to secure the products for their store and leading to nearly 2000 pre-sales purchased by corporate and wholesale partners.
The Impact
Over 7500 Limited Edition Duos will be available for sale which is expected to generate over $25,000 towards the permanent protection of the Coorong Lakes project.
The collaboration will also raise broader awareness of Wilderlands work exposing the startup to new audiences who are looking to explore impactful ways to protect the planet and track the projects they’re supporting.
The Project
The Coorong Lakes project is located south of Meningie in South Australia, at the south-east edge of the extensive Coorong Lakes system. The reserve is owned and managed by Cassinia Environmental as a conservation reserve in partnership with the Ngarrindjeri people. Coorong Lakes compliments the important wetland systems of Lake Alexandrina, Lake Albert, and the Coorong Lagoons. It is here that the mighty Murray River empties into the ocean.
The Coorong is one of Australia’s most important wetland areas, designated as a Wetland of International Importance under the Ramsar Convention on Wetlands in 1985. Wilderlands is proud to be adding greater protection to this important area by offering the Coorong Lakes project.
The diversity of ecosystems at Coorong Lakes makes a significant contribution to the importance of this area.
Rising above low-lying saline wetland communities of samphire and melaleuca shrublands are sandy dune systems of mallee and heathy woodlands, host to a rich diversity of native plants and animals.
The project is home to a rich diversity of native birds with a total of 61 species identified in the recent Spring monitoring, including the Purple-gaped Honeyeater (Lichenostomus cratitius) which is listed as rare under the SA National Parks and Wildlife Act.
The number of species at this project is considerably high given that the surrounding landscape has been heavily impacted by land clearing and grazing and species such as the Purple-gaped Honeyeater, Black-eared Cuckoo, Shy Heathwren and Elegant Parrot are not particularly common.
The native plant diversity in the Coorong Lakes Project has recorded a total of 222 species, with the noteworthy addition of Slender Smoke-bush (Conospermum patens), a species regarded as endangered under the IUCN Red List of Threatened Species.
Wilderlands are committed to permanently protect and actively manage this property and have been fortunate to partner with incredible organisations like al.ive body passionate about protecting the planet and providing a way for you to have impact through your purchases.
Learn more about the Limited Edition Coastal Wildflower Duo through the al.ive body website.
