Seventeen by Becky Jukes

SE ENTEEN Rebecca Jukes: N0379941

contents The Brief Pg.1 The Brand Pg.3 The Market Pg.17 The Consumer Pg.25 Trend Pg.39 Ideas Pg.47 Appendix Pg.62

The Brief Research into re-launching cosmetic brand Seventeen in 2015/16. Analysis of how the brand can be sucessfully moved from a teen market to a target of 25-35, with a focus on brand personality over trend.

Rebecca Jukes N0379941 Live Project: Stage 1 Tutor: Sarah Stapleton 1

Fig.1 Own Illustration (2013)

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• Through the 46 years of 17 there has been huge changes to the branding. • 7 Logo changes and a wide range of slogans. • The brand has always tried to keep up with the teenage market.

Timeline “Looks even better on a girl”

2013

2009

1998

1985

1968

Launch

“It’s not make-up... it’s ammunition”

“17 makes faces”

Decrease in advertising

2012

1989

“Girls get seen in 17.”

2005

1974

SE ENTEEN

Fig.3 Moodboard(2013)

Rebrand

Current Seventeen Target Market of 14-19

Strengths

Opportunities

Teen Brat Attitude

Sassy Empowerment Confidence

Room to develop online platforms Could have a standalone website Can change target consumer due to wide range at boots National points of sale in boots stores Could feature more on boots advertising

It’s a relationship brand It’s a boots brand: guaranteed footfall in stores known by consumers Low price point Have a history of over 40 years Have been successful with nail varnish Have a large range of products

Stand Out

Sold in Boots Low Price Point

Weaknesses

Threats

Low quality brand Not a status giver Not desirable No online presence Currently known as a teen brand No set personality

Name is used by other brands Want to more to a similar market to No.7 who are more credible. Need to dramatically change brand perceptions Name doesn’t relate to new market

Smart Money

Fit in Target Market of 25-35

Personality Brand

Spirited Inspiration Encouragement

Effortless Style

Seventeen in 2015/16 7

Online Presence

• Good search engine optimisation is essential for consumers to be able to find and interact with the brand online. • Currently Seventeen’s SEO is low due to other brands having the same name and not having many platforms. • The platforms they have don’t stand out or promote the brand.

Seventeen Magazine

Facebook

Another makeup brand called Seventeen

Boots Page

4th search result after the other Seventeen Cosmetics.

3rd search result when using the old name 1st search result when using the old name plus “cosmetics”

Fig.4-8 Google Search (2013)

Fig.9 Seventeen Facbook (2013) Fig.10 Seventeen Boots Page (2013)

Packaging

â&#x20AC;˘ As well as having 7 mini rebrands, each product collection has had different branding using a range of colours. â&#x20AC;˘ The inconsistent branding and colour scheme makes the stands look messy and fails to differentiate the brand within the store.

Fig.11 Moodboard (2014)

Fig.12 Primary photo (2014)

Perceptions

What brand of makeup do you wear the most?

MAC

What age range do you think 17 aim at?

Rimmel

Describe 17

Age 14-19

Age 20-25

Y o u t hful,

Brig h t , Fresh

L i m i t e d Ran

Basic

sive

Affordable, Youn

Value,

xpen l, Ine

urfu

Good

Colo

S E Y

Young, Low Cost

Do you know the Boots brand Seventeen?

Appendix 4. p.67

Equation SE ENTEEN • The main challenge of the rebrand will be to change the brands current perceptions. Consumer Opinnion

• Current thoughts on Seventeen are very different to the aim for 2015. • This is restricting them from reaching their desired target market.

Cheap + Teenage + Unsphisticated

(Appendix 4 p.67)

Aim for 2015

Relationship + Spirited + Smart Brand Inspiration Money

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Market Summery

Nails 12%

Euro Monitor. 2013

Sectors of the UK Cosmetics Industry Fig.14 Own Illustration (2013)

Gap Market High Price

• The re-brand will move Seventeen to having a loud and unique personality, whilst maintaining their low price point. • Where Seventeen will be repositioned there is other brands, however the majority of these aim for a younger consumer.

Quiet Personality

Loud Personality

• Most of Seventeen’s new competitors opt for trend led and colourful products.

Low Price

• For a successful re-brand Seventeen can look to its competitors for successful strategies. • These three competitors have a similar target market or price point and have demonstrated a successful outcome of one of Seventeen’s future re-brand challenges.

Competitors

Fig.15 Moodboard (2014)

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Rimmel carries a wide product range by using strong, brand reflective campaigns.

the Consumer Fig

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Consu

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Consumer 50% want products that save time (Delineo. 2014)

1 in 10 25-34’s are trading down to cheaper (Delineo. 2014)

45% recommend a product if it makes them feel good” (Haygarth. 2013)

“25-39 year-olds look for good coverage and staying power.” (Delineo, Cosmetics UK 2014)

“They have an enthusiasm “They want products to for life and are status fit their busy lives” (Marketing Trends presentations 2013) orientated.” (Marketing Trends presentations 2013)

SE ENTEEN

Fig.18 Own Illustration (2013)

Profiles

Young Mum

•The target age range of 25-35 is a wide range of consumer. •They are at the optimum time in their life where their focus and abitions can change dramatically. •They are also multi taskers and often take on a range of roles. • The profiles represent the main 3 roles that the target consumer could have.

• Has one or more children. • Single mum or parenting partner. • Stay at home mum or working mum. • Busy days often multitasking. • Needs easy everyday cosmetics which are durable and natural. Based on appendix 5. p.69

Fig.19 Own Illustration (2013)

Career Maker

• Has studied or is studying at a high level of education. • Strives to progress in her profession. • Needs cosmetics which show confidence and professionalism.

Romancer

• Is currently in a relationship or dating. • Wants to stand out as attractive. • Spend time on makeup and are playful with colours. • Needs cosmetics to feel attractive and confident.

Fig. 20-21 Own Illustration (2013)

Consumer looks Day

They each have a set of base products that they use in both looks.

.2 Fig

Night Day

Night

There is a wide range of products used by the participants but individually some were quite brand loyal.

Their base products are .28 g i F generally at a higher price range and more credible brand.

They all added more colour based cosmetics for their night look. .29

Fig

They all opted for a more defined and polished look on the night, using more products. Fig.22-26 Day and Night Looks Appendix 6 p.73

Fig.27 Amy’s Makup 2013 Fig.28 Sabrina’s Makup 2013 Fig.29 Lauren’s makup 2013

When are you most experimental with your makeup?

Whatâ&#x20AC;&#x2122;s the main factor you consider when buying your cosmeics?

Quality 54%

Week end W or k

er nn e Di Dat

Purchasing

Night on the town

Price 33% Brand Reputation 13%

Mascara 8%

Lipstick 25%

Foundation 4%

Concealer 17%

Eye liner 42%

Powder 8%

Eyebrow pencil 38%

Lip gloss 42%

Eye shadow 29%

Nail varnish 63%

Bronzer 38%

What products are you comfortable with spending less money on?

Appendix 7 p75

Visual taste The participants of the study showed different visual taste. This reflects the wide variety of styles within the age range. 1. Which colour palette is your favourite for a makeup brand? 2. Which advertisment appeals more to you? 3. Which model would you most like to represent your favourite makeup brand?

It is important to be aware of what the Seventeen consumer likes but understand that the branding cannot be everyones personal choice. Seventeen should choose branding which is inclusive to the wide variety of consumer and reflects the brand personality.

4. Which font appeals to you most for a makeup brand?

Colour- Different colours were selected but some stated that it

was a personal choice.

Advertisement- The participants were undecided on this

choice but most of them opted for the a natural and srong style.

Model- There was not a mutal choice on models with all the

participants opting for very different styles.

Font- The majoiry opted for a hand drawn style font. Fig. 30-33 Visual Taste Focus Group (2013) Appendix 8 p77

Trend 3)

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Cosmetic trends Focus “The material world comes into sharp focus - emotion, contemplation and local environmets are key.”

Colour

The colour trends for 2015 are all based on a neutral earthy greens and greys. The pallets are then intensified with pops of pigmented coral and berry tones.

“Fashion will grow a little tired of all the brightness—but not the intensity.” (Anderson 2013)

Product

2015 will see products modernised through innovations challenging their limits. Products will become more personal achieving results that the consumer desires rather than being sold a myth.

History 2.0 “We reconsider the past, creating new products for imagined future worlds that once seemed possible.”

‘Personalisation is at the heart of the Right for Me sub-trend, with products such as custom-blend make-up.” (Chipalkatti 2013)

Theme Bio- Dynamic “Form, structures and systems are revolutionised by looking at new discoveries in microscopic life forms.” Quotes & Fig 36-38 WGSN (2013)

The trends will incorporate a sense of authenticity through the understanding of nature. A fresh and modern look will be defined through the re-interpretation of nostalgia and nature.

Powdery Finishes

m e Pe ta Vi l ol et Gr ap ef Sa rui t ge H ea th er

Muted Pastel Tones

interpretation

Feminine softness with opulent edge 43

Fig.39 Moodboard (2014)

Packaging Trends Optical Lines

â&#x20AC;˘ Seventeen have recently experimented with hand draw elements so this trend would allow them to extend this. â&#x20AC;˘ The trends will allow Seventeen to rebrand with a fresh look, creating a style which will define them from their competitors.

Handcrafted Hand Painted The basis of design for 2015 is hand drawn elements. Created through watery colour washes or bold strokes they each show a sense of nostalgia and authenticity. The trend also experiments with design on more traditional materials of glass and card. It also shows gift style outer boxes and bags to give a high quality feel. Used in packaging this gives products a more personal and tactile feel and allows for the use of a fresh colour scheme.

Painterly

Watercolour Ink

Fig 40-43 W.G.S.N (2013)

Ideas Fig 44 Coco(2013)

New Personality Not aspirational beacause it will be accessible, Products but it will persuade that make them to make the women feel best of their good. looks.

Consumer at the heart of all decisions. Encourage and support without changing their style.

Advise on an acheivable approach to trend.

Communicate to the consumer like their best friend.

Smart money solutions and quality products.

Both supportive base products and wearable colour cosmetics

Fig 45 Lara Jade (2013)

Illustration

• This branding idea has formed from the hand painted design trend for 2015. • Opting for illustration as the main design element will allow for a strong personality to be created. • Illustration is also a solution to the problem on finding suitable models that represent the brand and the wide target audience. • Illustration over photography would allow the brand to be inclusive to all women and focus their attention on the product rather than the model.

Consumer Opinion: “It looks really sophisticated.” “It looks really different to what’s already out there.” “It’s a nice approach but it would need to be done so that it doesn’t look too girly. Its needs to look sophisticated.” Appendix 9 p79

Fig. 46 Moodboard (2013)

Name

Change

The number can be used as more of a logo than a name.

SE ENTEEN

The “teen” stands out more when spelt out.

‘It’s the appropriateness of the name....Nothing remains the same for very long. Times change. Products become obsolete. Markets come and go. And mergers are often necessary. So the time comes when a company must change it’s name.’ (Trout, Ries. 2000)

• Seventeen should look at adding to or adapting the name to create something new with different meanings.

Keep

Change

• Keeping the name the same would retain the brands credibility and heritage. • It would make changing opinions of the brand more difficult as it would keep the brands current perceptions of representing seventeen as an age. • The most recent change to a written word is not consistent across branding and is used by other brands.

• If the name was changed completely Seventeen would lose all credibility but be able to create new consumer perceptions. • Adding to the name would change the meaning, showing the change in direction, whilst keeping its presence. • Keeping the name but changing the meaning would be difficult as it already has strong connotations of youth.

Suggestions

Seventh

17th

Seven Days

24/7 54

Online presence It is key to have a broad range of platforms in order to reach consumers on lots of levels. All content must reflect the same brand voice but each platform is best used with a different focus.

â&#x20AC;˘ Effective use of social media needs to be used to replace the interaction and marketing restiricted on their boots page.

Collaborating with beauty bloggers gives an authentic consumer opinion of the brand. Having a blogger who reflects the consumer is key. It is also a benefit if they are on a range of platforms to share the content.

General Profile

www.reallyree.com/ UK Beauty Blogger 30 years old Already done some positive posts on Seventeen and other highstreet brands.

Suggested Blogger Image and Mobile

Conversation

Fig.47 Mac (2014) Fig.48 Benefit (2014) Fig.49 Max Factor (2014)

Fig.50 Ann-Marie (2013)

Pinterest The highest percentage of Pinterest users directly reflects Seventeenâ&#x20AC;&#x2122;s new market. Pinterest would also be a good choice as it is not yet saturated with brands like Twitter and Facebook. It can be used as both a tool for brand inspiration and promotion.

Highest Demographic age

25-35 68.2% Female

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50% Parents

Fig.51 Sleek (2013)

)

Consumer Pin Boards

Inspiration

Market Products

Brand Personality

Story Telling “Stories act like cultural DNA. tiny packets of information that build tribes and societies.” (Sachs 2013)

“People buy into stories not products.”

• For the rebrand to be successful a story must be constructed around the brand outlining their new focus and personality. •The brands story will help consumers connect emotionally and become loyal. • The brand story must be reflective in everything they do. •When the consumer connects to a story shown in marketing they will remember it and show it to others.

Sheehy (The Trend Boutique 2013)

Appendix List of Images

p.63

List of References

p.64

Bibliography

p.67

Perception of the Brand Survey

p.69

Consumer Profiles p.73 Day and Night Look Study

p.75

Makeup Routine Survey

p.77

Visual Taste Focus Group

p.77

Illustration Idea Focus Group

p.79

Consumer Makeup p.80 Primary Consent Forms

p.81

Tutorial Record Sheets p.85 Fig.52 Downton 2008

Critical Path p.88 Team Minuites P.89

List of References

List of Images Fig.1 Own Illustration (2013) Fig.2 Seventeen Facebook (2013) Fig.3 Moodboard(2013) Fig.4-8 Google Search (2013) Fig.9 Seventeen Facbook (2013) www.facebook.com/officialSEVENTEEN?fref=ts Fig.10 Seventeen Boots Page (2013) www.boots.com/en/17/ Fig.11 Moodboard (2014) Fig.12 Primary Photos (2014) Fig.13 Burst of Colour (2013) Fig.14 Own Illustration (2013) Fig.15 Moodboard (2014) Fig.16 Own Illustration (2013) Fig.17 Consumer Profile 3 (2013) Fig.18-21 Own Illustration (2013) Fig.22-26 Day and Night Looks (2013) Fig.27 Amy’s Makup (2013) Fig.28 Sabrina’s Makup (2013) Fig.29 Lauren’s makup (2013) Fig. 30-33 Visual Taste Focus Group (2013) Fig. 34-35 Gurdy. Colour Trends (2013) www.eclectictrends.com/my-color-trend- presentation-201516-for-global-color-research-dusky-berry-part-i/ Fig. 36-38 WGSN 2015 trends (2013) www.wgsn.com/ Fig.39 Moodboard (2014) Fig. 40-43 WGSN 2015 trends (2013) www.wgsn.com

Fig 44 Coco (2013) www.cocopit.biz/2011/09/03/beauty-spa/ Fig 45 Lara Jade (2013) http://phlearn.com/photographers/lara-jade Fig. 46 Moodboard (2013) Fig.47 Mac (2014) https://www.facebook.com/MACcosmetics?fref=ts Fig.48 Benefit (2014) http://instagram.com/benefitcosmetics Fig.49 Max Factor (2014) https://twitter.com/MaxFactorUK Fig.50 Ann-Marie (2013) http://www.reallyree.com/ Fig.51 Sleek (2013) http://www.pinterest.com/sleekmakeup/ Fiig. 52 Downton [2008] http://www.fashionillustrationgallery.com/store/david-downton-chanel/

Barker, C 2013. Saturated Markets for UK Cosmetics Industry. [online] Available at: http://www. cosmeticsdesign-europe.com/Market-Trends/Report-predicts-slower-growth-saturated-markets-for-UK-cosmetics-industry [Date accessed] Franchise Help. 2013. Beauty Industry Analysis 2014 - Cost & Trends [online] Available at: http://www.franchisehelp.com/industry-reports/beauty-industry-report [Date accessed 18.12.13] Euro Monitor. 2013. Beauty and Personal Care in the United Kingdom. [online] Available at: http://www.euromonitor.com/beauty-and-personal-care-in-the-united-kingdom/report Beauty and Personal Care in the United Kingdom [Date accessed 10/1/14] Euro Monitor. 2013. Beauty and Personal Care in the United Kingdom. [online] Available at: http://www.euromonitor.com/beauty-and-personal-care-in-the-united-kingdom/report Beauty and Personal Care in the United Kingdom [Date accessed 10/1/14] Euro Monitor. 2013. Beauty and Personal Care in the United Kingdom. [online] Available at: http://www.euromonitor.com/beauty-and-personal-care-in-the-united-kingdom/report Beauty and Personal Care in the United Kingdom [Date accessed 10/1/14] Delineo. 2014. Cosmetics: UK January 2014 [online] Available at: https://www.delineo.com/wpcontent/uploads/2014/01/Cosmetics-Girls.pdf [Date accessed 20.1.14] Delineo. 2014. Cosmetics: UK January 2014 [online] Available at: https://www.delineo.com/wpcontent/uploads/2014/01/Cosmetics-Girls.pdf [Date accessed 20.1.14] Haygarth. 2013. Maximising advocacy amongst women 25-35. [online] Available at: http://www.haygarth.co.uk/sites/default/files/HG_youngwomen_v1%5B1%5D.pdf [Date accessed 14.1.14] Delineo. 2014. Cosmetics: UK January 2014 [online] Available at: https://www.delineo.com/wpcontent/uploads/2014/01/Cosmetics-Girls.pdf [Date accessed 20.1.14] Matthews, I. 2013. Marketing Trends presentations 2013 review. [online] Available at: http://www. in-cosmetics.com/Online-Press-Centre/Normal--Industry-articles/marketingtrends2013review/ [Date accessed 20/11/13] Matthews, I. 2013. Marketing Trends presentations 2013 review. [online] Available at: http://www.in-cos-

metics.com/Online-Press-Centre/Normal--Industry-articles/marketingtrends2013review/ [Date accessed 20/11/13] W.G.S.S. 2013. S/S15: Beauty Forcast Reports [online] Available at: http://www.wgsn.com/ [Date accessed 1.12.13] W.G.S.S. 2013. S/S15: Beauty Forcast Reports. [online] Available at: http://www.wgsn.com/ [Date accessed 1.12.13]

Chipakatti in Matthews, I. 2013. Marketing Trends presentations 2013 review. [online] Available at: http:// www.in-cosmetics.com/Online-Press-Centre/Normal--Industry-articles/marketingtrends2013review/ [Date accessed 20/11/13] Anderson,K 2013. Impact Colours Predicts 2015 and Beyond Colour Trends. [online] Available at: http://www.cosmeticsandtoiletries.com/formulating/category/color/Impact-Colors-Predicts-2015-and-Beyond-Color-Trends-222328241.html [Date accessed 2.1.14] Erikson,C. 2012. 13 ‘Pinteresting’ Facts About Pinterest Users [online] Available at: http://mashable. com/2012/02/25/pinterest-user-demographics/ [Date accessed 26.1.14]

Trout,K., Ries,A. 2000. Marketing classic: Positioning. How to be seen and heard in the overcrowded marketplace. London: McGraw-Hill Companies Trend Boutique.2013. Online VS Offline. Nottingham Broadway Cinema

Sachs, J. 2013. 4 Steps to Build Brand Awareness Through Storytelling [online] Avaliable at: http://www.huffingtonpost.com/jonah-sachs/4-steps-to-build-brand-aw_b_3997738.html [Date accessed 17.1.14]

Websites

Bibliography

Anderson,K 2013. Impact Colours Predicts 2015 and Beyond Colour Trends. [online] Available at: http://www.cosmeticsandtoiletries.com/formulating/category/color/Impact-Colors-Predicts-2015-and-Beyond-Color-Trends-222328241.html [Date accessed 2.1.14]

Reports Delineo. 2014. Cosmetics: UK January 2014 [online] Available at: https://www.delineo.com/wpcontent/uploads/2014/01/Cosmetics-Girls.pdf [Date accessed 20.1.14] Euro Monitor. 2013. Beauty and Personal Care in the United Kingdom. [online] Available at: http://www.euromonitor.com/beauty-and-personal-care-in-the-united-kingdom/report Beauty and Personal Care in the United Kingdom [Date accessed 10/1/14] Franchise Help. 2013. Beauty Industry Analysis 2014 - Cost & Trends [online] Available at: http://www.franchisehelp.com/industry-reports/beauty-industry-report [Date accessed 18.12.13] Kline. 2012. Beauty Marketing Gone Social; However, not at the Expense of Traditional Advertising. [online] Available at: http://www.klinegroup.com/news/beauty_marketing20120116.asp [Date accessed 2.12.13] Haygarth. 2013. Maximising advocacy amongst women 25-35. [online] Available at: http://www.haygarth.co.uk/sites/default/files/HG_youngwomen_v1%5B1%5D.pdf [Date accessed 14.1.14] Salon Services. 2012. Beautiful Britain. [online] Available at: http://sbh.emailcampaign. uk.com/p8/sbh-beautiful-britain.pdf [Date accessed 22.10.13] W.G.S.S. 2013. S/S15: Beauty Forcast Reports [online] Available at: http://www.wgsn. com/ [Date accessed 1.12.13]

Journals Grubow, Liz. 2010. The Online World -- Beauty Counter of Tomorrow Global Cosmetic Industry. Vol. 178 Issue 4, p28-29. [Online] Avaliable via Business Source Complete [Date accessed 9/10/13]

Talks

Sachs, J. 2013. 4 Steps to Build Brand Awareness Through Storytelling [online] Avaliable at: http://www.huffingtonpost.com/jonah-sachs/4-steps-to-build-brandaw_b_3997738.html [Date accessed 17.1.14]

Books

Barnard,M., 1998. Art, Design and Visual Culture. London: Macmillan Press LTD Blackman,C. 2007. 100 years of fashion Illustration. London: Laurence King publishing Ltd Earls,M. 2009. Herd-how to change mass behaviour by harnessing our true nature. United Kingdom: John Wiley and Sons. Graves, P. 2013. Consumer.ology. London: Nicolas Brealey

Trend Boutique.2013. Online VS Offline. Nottingham Broadway Cinema

Hess.J, Pasztorek. 2010. Graphic Design of Fashion. London: Laurence King Publishing Ltd. Raymond,M. 2010. The Trend forecaster’s handbook. London: Laurence King Publishing Ltd. Woodhead,L. 2003 War Paint. London:Virago Press

Trout,K., Ries,A. 2000. Marketing classic: Positioning. How to be seen and heard in the overcrowded marketplace. London: McGraw-Hill Companies

Perception of the Brand Survey Via: Survey Monkey 21 female participants. Mixture of ages

Consumer Profiles Lauren Age: 32 From: Birmingham Occupation: Part time office assistant Children: 2 Young Girls Status: Married Makeup Style: Natural and femenine. Mainly cheap highstreet brands. Has alot of pale pink color cosmetics.

Bal Age: 35 From: Wolverhampton Occupation: Fill time office assistant

Makeup Style: Stylish and Children: 2, son and daughter colourful. Range of brands of low to mid price. at primary school

Status: Married

Amy

Laura Klee

Age: 25

Age: 31

From: Surrey

From: Wales

Occupation: Works for local council

Occupation: Works for NHS Children: 1 girl

Children: None

Status: Single

Status: Newly Married

Makeup Style: Natural base with dark eyes. Has mainly medium priced makeup.

Makeup Style: Young and polished. Wide range of brands from low to high price. Has alot of bright nail polishes and moisterising products.

Day and Night Look Study 5 female participants age 25-35

Avon liquid matifying foundation Avon minerals foundation powder Avon bronzing pearls and bronzer Avon Always on point black eyeliner Avon supershock Mascara

Estee Lauder double wear foundation Rimmel scandal eyes eyeliner Rimmel eyebrow pencil Christian Dior face powder Estee Lauder cream concealer Barry M lipstick

Avon extra lasting liquid foundation Avon Minerals powder foundation Avon Face pearls Avon Bronzing pearls and bronzing pressed powder ‘Collection 2000’ and ‘sleek’ eyeshadows Avon Always on point black eyeliner Black Liquid eyeliner (don’t know brand) Avon super shock mascara Bella pierre eyebrow powder, mascara Avon lipstick Benefit High beam highlighter

Estee Lauder double wear foundation Rimmel scandal eyes eyeliner, Rimmel eyebrow pencil, Christian dior face powder Estee Lauder cream concealer Barry M lipstick YSL Bronzer Calvin Klein black eyeshadow YSL gold eye shadow MAC eyelashes

Maybelline FIT foundation Rimmel Stay Matte powder Maybelline blusher Rimmel concealer Estee lauder Double Wear mascara Benefit powder/wax eyebrow set Vaseline

Maybelline FIT foundation Bare minerals powder Rimmel concealer Estee lauder double wear mascara Benefit powder and wax eyebrow set Maybelline blusher Revlon lip stain Benefit prime Benefit highlighter Benefit bronzer Benefit pallet

Esther Lauder double foundation soft black eye brow pencil Clarins eye shadow palette Nivea lip balm benefit they’re real mascara body shop shimmer blusher Rimmel light shimmer bronzer

Esther Lauder double foundation Esther Lauder powder soft black eye brow pencil Clarins eye shadow palette Nivea lip balm benefit they’re real mascara body shop shimmer blusher Rimmel light shimmer bronzer Rimmel exaggerate eye liner false lashes Asda lasting colour lip stick 17 darkness eye shadow.

Maybelline dream satin foundation Rimmel bronzer Maxfactor blusher Estee lauder double wear mascara Rimmel eyebrow pencil

Maybelline dream lfoundation, Rimmel bronzer Maxfactor blusher Estee lauder double wear mascara Rimmel eyebrow pencil, Rimmel liquid eyeliner No7 Lipstick

Makeup Routine Survey: Via: Survey Monkey 24 female participants 25-35

Visual Taste Focus Group Focus Group with 6 female participants age 25-26

Which font appeals to you most for a makeup brand? Amy: I like the hand drawn style of this one. Harriet: I like the more simple style one. Amy K: I like this hand drawn style one because it’s kinda fun but also clear to read. Poppy: Yeah I like this hand drawn one but I think it could look a little bit young and girly. Hannah: My favourite if definitely the hand drawn one. Sarah: I like more angular fonts.

Which colour palette is your favourite for a makeup brand? Amy: This one is really warm and natural. Harriet: I like this one because it has reddish tones in it. Amy K: The pastel one is my favourite, I think the like muted colours would work well with a makeup brand. Poppy: I like this one because it’s natural and looks quite earthy. Hannah: I like these bright colours but I’m not sure it would work with a makeup brand to be honest. Sarah: The black and white one is my favourite, its simple and classy.

Which model would you most like to represent a makeup brand? Amy: I like her because of her dark hair and features. She looks really strong and in control hahaa. Harriet: She looks more my age and I think I would like to see someone who’s my age represent a makeup brand. Amy K: This model is so pretty, I like her. But to be honest she would make any makeup look good. Poppy: I like the blonde model because I like the lighter features. Hannah: I like this dark haired model, she has really good features and a nice look to her. Sarah: She has a nice look to her, but I never really think the model would attract me to a brand of makeup.

Which advertisement for makeup appeal to you? Amy: The Rimmel one is my favourite because it’s bold and colourful. Harriet: The maxfactor advert because it looks more natural. Amy K: This Maxfactor one appeals to me more because she looks strong. Poppy: Rimmel is my favourite, its bright and I like their use of celebrities. Hannah: I like this one, she looks natural and it focuses on the face. [talking about maxfactor advert] Sarah: Im not really sure to be honest but I think the maxfactor one.

Illustration Idea Focus Group

Consumer Makeup

8 Female participants

Additional images from the day and night look study

Participant1: Chloe

What do you think of you this style of branding for Seventeen? Laura H: It looks really different to what’s already out there.

Participant 2: Sabrina

Indea: I like the feminine look, very womanly. Talilla: It looks really sophisticated. Chloe: It would stand out on the cosmetics stands next to all the other brands. Olivia: It looks nice and mature. Jess: I like that it looks different to what they have done before but I’m unsure how it would be developed into the actual logo and the packaging.

Participant 4: Amy

Laura P: It’s a nice approach but it would need to be done so that it doesn’t look too girly. Its needs to look sophisticated. Mary: It’s a bit girly for my taste, I like a more minimalistic styles.

Primary Consent Forms

Tutorial Record Sheets

14/11/13

31/10/13 Rebecca Jukes

Rebecca Jukes

Initial Ideas

Timetable

Start Pinterest

SWOT Pinterest

Where do the problems lie? Can the name be changed? What has to stay the same?

Any suggestions welcome but have to be underpinned by primary and secondary research.

PDF visual research with annotation Script needs to be handed in at final presentation

Visual Mood board of where you are at with research. examples of primary and secondary research.

Initial Ideas Start Pinterest

Critical Path Time 28/11/13

October

Rebecca Jukes

December

November

January

Ideas

Tasks

Secondary Research Primary Research Interim

Primary research methodologies

Design

Ideas for branding and name Appendix Presentation

Check methodologies of primary.

In the intrerim give an overall view of everything including where you went wrong and how you moved on. You can challenge the brief if underpinned.

Interim Presentation

Team Minuites 24th: Team Meeting: Come up with a list of research and construct a time plan. Create a SWOT of the brand. Decide on questions for perception of the brand survey. Things to be completed: Finish the Swot analysis. Type up time plan. 25th: Team Meeting: Make and post survey. Research and expand brand history timeline. Things to be completed: Finish research into the brand history. 31st: Team Meeting: Find brand competitors. Primary research on highstreet brands . Things to be completed: Each complete research into competitor brand chosen. 1st: Team Meeting: Construct Perceptual Map Research into UK cosmetic market. Things to be completed: Start to look for contacts for primary research. 7th:Team Meeting: Construct a case study each on the three make competitors. Things to be completed: Think about ideas for the rebrand taken from competitor research. 8th Team Meeting: Draw conclusions from UK cosmetic market research. Things to be completed: Research into the current brands social media strategy. Research into the current online presence of the brand.

14th: Team Meeting: Decide on Primary research questions: Professional interviews, Inspiration/Social Media survey and Focus group questions. Things to be completed: Sort a room and time for focus group. Who attended: All 15th: Team Meeting: Make and send off survey. Analyse results from previous survey on the original perception of the brand. Things to be completed: Try and get one professional interview each. Who attended: All 21st Team Meeting: Visual Focus Group Day Things to be completed: Collate results and write up what was said. Who attended: All 22nd: Team Meeting: One consumer profiles each. Get information plus general secondary research on that consumer type. Get images for consumer profile. Things to be completed: Write up consumer profile research. Look into different consumer lifestyles in the age group. Who attended: All 28th: Team Meeting: Research of trends and cosmetic innovations for 2015. Research packaging Trends. Look into the idea of customisation. Research the illustration idea for branding. Things to be completed: Put together moodboards for the illustration idea. Collate all research into trends and customisation. Who attended: All

29th Team Meeting: Analysis of Focus group and second survey. Create powerpoint for interim. Things to be completed: All create the slides that we decided to create. 3rd Team Meeting: Put all slides into the Powerpoint. Add anything that needs to be in the presentation. Practice what we are going to say. Things to be completed: Practice what we are going to say in the presentation. 4th Team Meeting: Practice presentation. Things to be completed: Practice presentation. 5th Interim Presentation: Discuss feedback from the presentation. Decide what needs to be completed over Christmas break.

16th Team Meeting: Put together research into storytelling . Create the Seventeen Story. And create the Seventeen Personality. Things to be completed: Plan the focus group questions. 23rd Team Meeting: Illustration idea focus group. Things to be completed: Write up finding from focus group. 30thth Team Meeting: Split up who will do what board for presentation. Go over ideas for the presentation. Discuss our project portfolios with each other. Things to be completed: Create boards. Finish Portfolios.

6th Dec -6th Jan: Christmas Break: Start to create research PDF. Do more research into how the customisation idea would work. Research into the illustration idea for the branding. Ongoing use of Pinterest for branding and report layout inspiration. 9th Team Meeting: Discuss what we have completed over Christmas break. Collate all our research. Plan focus group for the illustration idea. Things to be completed: Ask people to attend the focus group. Research more into storytelling in branding