4. WHERE & WHAT
SUPERMARKETS DEPARTMENT
& STORES
HIGH STREET
RETAILERS
Affordability Less
Limited & Consultations accessible
range of Offers
prices
Personalised customer
Accessibility experience
Skin Types
Sensitive
Dry
Normal
Combination
Oily
5. EXISTING BRANDING
STRATEGY
‘Real Beauty’
‘Technomyth’ Campaigns
Inherent need to
improve our looks
Unattainable
Standards of Beauty:
Celebrities & Models
6. BRANDING TRENDS -
SEMIOTIC ANALYSIS
NATURAL COSMOCEUTICAL
organic trust & expertise
ethical scientific language
recycled packaging pure white
earth tones cool & metalic colours
NOSTALGIA ‘REAL BEAUTY’
glamour &femininity community & advocacy
witty puns real women
bright colours curves
& pure white & pastel colours
retro graphics
6
7. POSITIONING
Bio Oil Dove Clinique Dior
E45 Olay Clarins Lancôme
Johnsons Nivea Avon Estée Lauder
Simple Garnier No7
Loreal
9. TRENDS
GLOBAL
ECONOMIC CRISIS CONCERNS & DESIRES
ENVIRONMENTAL CRISIS
QUEST FOR BEAUTY
SELF-ESTEEM
ATTRACTIVENESS
PERSONAL CHALLENGES
25-35 YEAR OLDS:
CHANGES
&
MULTIPLE ROLES
10. FOCUS GROUP INSIGHTS
Finding the right match
Self-esteem & dissatisfaction
Teenage experience
Peer-to-Peer Recommendation
‘best of both worlds’
Focus Group Quote
Relationship of Trust
Recognisable Product
Long-term Brand Loyalty
11. TARGET AUDIENCE
The
“Millennials”
๏ Defined by their lifestyle
๏ Demanding
๏ Connected
๏ Educated
13. BRAND & PRODUCT
LOGOS
T ressa achel e a t
ve nna ina
Sensitive Dry Normal Combination Oily
Skin Skin Skin Skin Skin 13
14. OUR VALUES
Community Spirit : We believe in creating a community
where your voice can be heard and experiences shared.
Responsible Choices: We take care of those who work with
or for us to create products that take care of your skin.
Natural Luxury: We source the purest elements directly from
Nature in the least invasive ways.
Generous Actions: We find ways to give back to the
community with the help of our ‘Perfect Charity
Partners’.
14
18. BRAND
COMMUNICATIONS
Initial Consultation Online
Online Registration
Social Media
- Facebook Page
- Twitter ‘Perfect
Partner’
Accounts
Skin - Twitter
Consultation Pop-up Customer
shops Services
Return for
preferred
product
19. THE FUTURE
5 YEAR PLAN
Increase Range of Products Male Skincare Range
๏ add new products ๏ Men skin care market growing
๏ Treat[Men]
๏ create products for new ages
20. CONCLUSION
A consumer-central brand
Ethics & responsibility
Product & Packaging reflecting our
values
Communications focused on
appropriate channels
Plans for further development
Emma: 40 secs\nDuality of ‘treat’ – referring to indulgence, and ‘treatment’ high quality function and clinical effectiveness\n\nUse of graphical symbol to emphasise the dual nature of the logo- potential for a design tool, other information can be inserted into the [ ].\n\n\n\nOpportunities to ‘treat’ others and for brand to appeal to male / female consumer as a longer term objective (acknowledge that male skincare vastly growing industry)\n
\n5secs\n
2mins\n \n Personalised service\n \nToo many...\n Options\n Broken promises\n Never ending struggles to find the perfect moisturiser.\n
2mins\n\n“However the tension between nature and culture still\nPrevails” p416, technomyth \nCont’d “…the underlying theme remains always the same: controlling the\ndamaging effects of the environment through technological interventions…” p416\n\nMore…” The quest\nfor a younger looking skin becomes articulated as a warlike act, with fluids\nacting as 'peacekeepers,' ingredients rebuilding skin's own 'protective barrier*\nand supplementing its own 'defenses' to 'combat' and 'fight' against\nthe ultimate enemy, wrinkles” technomyth p418\n
\n
1min\n\n“As mentioned above, higher value colours have a ‘whitish’ quality to them. Psychophysiological research suggests that white has a calming effect in that white light seems to produce the least amount of tension in the form of hand tremor” (James & Domingos, 1953 cited in Gorn et al, 1997:1390)\n
5secs\n
30secs\n\nEDIT HERE IOANNA\n\n“Considering the centrality of bodily representation for 'being'\na woman, it is not surprising that the images of the bodies of older\nwomen cause such problems and fears.” Page 411, “technomyth of youth in anti aging skin care”PROBLEMS OF THE \nIntroduction: Cultural stragegy\nWORLD\nPROBLEMS TO SELF\nPROBLEMS TO THE PRODUCT. \n
2mins\n\n“From a social perspective, the anti-aging movement reflects a shift from aging as a natural process that is met with I\n\n1ST: Feeling attractive\nBeing a woman\nncreasing cultural disdain, and one that should be remedied” (Bayer, 2005, cited in Mulse & Desmaris, 2010; 126)\n\n2ND: Learning about your skin\nGrowing up\n\n3RD: Lack of belief in products / continue to buy anyway\nDesire to retain some control and level of luxury / indulgence in times of austerity\n\n\n\n…\n\n1st: Scientific proof\nNatural ingredients\nSkin routine\n\n2nd:Emulating others\nPeer-to-peer advice\nTaking no chances\n
1min\n\nThe challenges of growing up\nBelonging/individuality\nCommunities\nTransparent companies\nUncertainty\nAttached to brands\n
5secs\n
\n
Emotional and ethically responsible connection to the brand. Respond to this with ‘empowerment’ mentoring programme for young women – business / commerce / the entrepreneur / self made aspirational woman\n\n Treat[ment] is a luxurious moisturiser that promises to be the ‘perfect partner’ for skin. \n It will be an experience performed twice daily that will help maintain control and provide stability and security in the ever-changing fast paced environment. The freshness it brings skin will leave you empowered and filled with confidence. Product, Service, Experience\n\n\n
2mins\n1st: Clean typeface evokes function and modernity/ traditional serifs suggest luxury and elegance\nUse of capitalisation suggestive of a name / friend / person/ familiar and lower case less forceful (our “millennial’s” are not to be patronised / preached at)\nColour use is clean and cool, references alkaline, mineral / natural\nUse of blue is opposite warm florid tones on colour wheel – will not irritate your skin\n\n2nd: Nesting shapes to suggest usage (concave / convex) evoke the sun / moon and reinforces the night / day cream\nGradation of texture / colour symbolises the acceptance that our skin’s requirements change over time and \nManipulation of opacity / transparency to hint at lab aesthetic whilst retaining level of glamour\n
Fenny\n\n1MIN\n
5secs\n
Ioanna edit here\n\n3MINS\n\n Consultation - online / store create profile, your skin will be diagnosed as one of the five types and then an online profile will be made from there.\n \n Option to follow your ‘perfect partner’ on social media (Twitter / Facebook). Hints and tips forum \n \n Pop up shops – customer contact, taking the business to the customer. Unique as no other brand does this. Allows flexibility to travel the UK and visit festivals etc.\n
