she Charlotte Exley N0363454 FASH30002
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Recap
Launch
Manifesto
Packaging
Name
Stand
Trends
Logo
Product
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Conclusion
Recap Positive Strength Control Balanced Healthy Classic Refined Realistic Women Equal Challenging Fig. 1. Presentation Poster, 2014.
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Manifesto She is Self sufficient She is a Mother She is a Daughter She is in control She is Strong She is devoted She is Helpful She is driven She is the conversation you needed from the best one. She is a the spare pair of hands She is what holds it together She is inspirational She is beautiful She is full of love She is all that she can be Above all She is YOU
'She' aims to target the modern women in today's society. 'She' recognises that every woman is different and aims to provide for all their needs. With this, the help of our products aim to help you through your days whilst you knowing we are caring for you.
With the consumer in mind, previous research highlighted which products they used most. This meant that only nine core products were needed in everyday life. 'She' aims to provide the consumer with these products and make it easier for them when applying and buying make up. These products being Mascara, Eyeliner, Primer, Foudation, Eyebrow, Concealer, Blusher, Eyeshadow and Lipstick.
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Name
Names were based upon femininity and the woman who buys make up. Using names such as she and her relates it back to the consumer and makes it seem more personable.
Fig. 2. Logo Development, 2014.
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Logo development
The name 'she' seemed to be most favourable. Logo's were developed to see how this would translate via branding.
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Fig. 3. Logo Development, 2014.
Again, translated into more logo development. A key one which stood out was she with the cut out 'h'. This logo has lots of scope and is different to current make up logo's.
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Logo Development
Fig. 4. Logo Development, 2014.
'She' was then adopted into a 3D effect. This would then sit well above its competitors as it has textural appeal. Fig. 5. Logo Development, 2014.
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Fig. 6. Moodboard, 2014.
Packaging mood boards were created to see what was on trend and whether this would be suitable for 'She'.
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Fig. 7. Moodboard, 2014.
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Fig. 8. Moodboard, 2014.
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Textural packaging with embossing features work well with the proposed 3D logo. This then makes the logo and packaging cohesive with each other. This textural pattern was researched and with this decided to use this for all packaging. Different textures represent different products. For example, a smooth surface represents a lipstick and a rough texture represents eyeshadow.
Fig. 9. Moodboard, 2014.
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As the different textures represent different products some items had to be boxed. Key items such as mascara, blush and eyeshadow are boxed. This adds a luxury element and gives more chance to show off textural patterns.
Fig. 10. Box Mock Up, 2014.
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Logo Development on Boxes
Fig. 11-13. Box Mock Up, 2014. This is how the textured patterns are represented via boxes. Fig. 11. shows a tall box for mascara, Fig. 12. for blush and Fig.. 13. for eyeshadow. The eyeshadow box had to be adapted as it looked too similar to the blusher box and is a cube shape. 12
Logo Development on boxes
This is a mock up which was created to show how this would look. The embossed logo would be in silver to contrast the box. As the Blusher varies in colour a window was put in place so that people can see the colour without opening it when buying.
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Fig. 14. Box Mock Up, 2014.
Logo Development on products
These mock ups show how the logo would be put on products that are not boxed. The logo is embossed on the product along with each item being smooth or matt textured.
Fig. 15-20. Product Mock Up, 2014. 14
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Key trends in make up were addressed to make sure that when 'She' is launched that it is future proof. Textures are luxurious in both cream or powder pigments. This is a key area 'She' needs to ensure its eye products address. Along with that seasonal colours will be available alongside core products.
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Fig. 21. Moodboard, 2014. 18
Fig. 22. Moodboard, 2014. 19
Fig. 23. Moodboard, 2014. 20
Fig. 24. Moodboard, 2014. 21
She is Playful
She is Angelic
She is Softly Spoken She is Motivated She is Dynamic She is Cheeky
She is Charming
She is Glamorous
She is Passionate
Products
She is Driven Lipstick
She is Powerful
She, have created a colour variety that will suit all depending on your look. Ranging from Nudes to bright reds and Pinks She allows you to stand out whilst being hydrated and moisturised with staying power.
She is Decisive
She, has also created lipsticks that offer a Matt Velvet look that has super staying power, perfect for long days and nights.
She is In Charge
Fig. 25. Product Mock Up, 2014.
Fig. 26. Colour Swatches, 2014. 22
1 Ivory She is .. Hydrated: Deeply moisturising , full of essential vitamins and minerals to keep your skin hydrated and looking glowing and dewy. 2 Caramel She is ... Awakened: A revitalising foundation that livens tired, stressed out skin. With essential skin benefitting oils , it works with the skin leaving it looking awake and ready for the day. 3 Sand She is .. Covered : A high coverage foundation to hide away any blemishes that may just spoil your day. Made especially for spot prone skin , it has added ingredients to help prevent the spot development and keeps them at bay. 4 Porcelain She is ... Flawless : The Foundation feels and looks Flawless. With high coverage and a matt finish it has staying power to see you through the day in all situations. 5 Beige She is ... Controlled: The foundation that can stay cool in hectic situations, that offers shine control for those oily areas , moisture for those bits that are a bit dry and packed full of balancing pigments.
Products
Fig. 28. Colour Swatches, 2014. Along with the colour variations there are five different types of foundation which are outlined above as they all have different qualities.
Fig. 27. Product Mock Up, 2014. 23
She is Glistening
She is Confident
She is Natural
She is Gorgeous
She is Bold
She is Pure
She is Electric
She is Adventurous
She is Seductive
She is Smart
Products
Fig. 29-31. Colour Swatches, 2014.
Fig. 32. Product Mock Up, 2014.
Fig. 33. Product Mock Up, 2014. 24
As stated the name of the product links to 'she is . .'. This then makes each item personable and make them aspire to buy it as they want to be what the make up says it is.
Labels
These labels will be on products and boxes. Examples of the labels can be seen in Fig ...
Fig. 34. Labels, 2014.
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Labels on boxes
Fig. 35-37. Box Mock Ups with Labels, 2014. 26
Examples of the labels on boxes
Labels on boxes
Examples of the labels on the products Fig. 38-39. Mock Ups with Labels, 2014. 27
Examples of the labels on the products Fig. 40-43. Mock Ups with Labels, 2014.
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Launch
The launch of She has many different steps of development. This is due to the brand being slowly revealed to its consumer, to create suspense , conversation and interest.
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Launch
A short video will be sent viral , through social media platforms. These being; Facebook and twitter through the use of suggested post on Facebook / Promoted post on twitter through Boots. The video will contain short clips of a female applying makeup , with the '#whereisshe? The video is designed to create conversation and interaction from the viewer to open discussion and reply with answers and guesses as to where they believe the person is. No full clear image will be used in the video , as to disguise the location and to not pin a certain face to the brand. As She is not a person specific brand , its ethos is based on the consumer.
Fig. 44. Video Still, 2014.
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Launch
To create a higher out reach of consumer , the video will also appear through those that use the Cloud Wi-Fi network. This Wi-Fi is usually available in bars shopping malls etc. This covers a large selection of people and makes the video accessible to all. The video will be the first thing the user will see, once logged into the cloud. The option to continue without viewing the video , of course will be an option. Once the video has been played through, the last scene will be promoting the app ( this will be explained in a later step) It will feature yhe next step to Where is She? and download options through either Play Store or App Store .
Fig. 45-46. Social Media Screenshot, 2014.
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Launch Once downloaded through either of the two app stores, the app will require the user to create a profile. The brand name will be the opening screen , with then a Facebook connect option or a skip selection that will then to take the user through the steps and process of creating a profile. The app requires you to insert a Name , Email address and Location. It also asks the user to take a photo there and then, or to upload a photo from their saved images. It will then ask the user 'Fancy being Famous?' this will then have a yes or no answer feature . If no it will lead you to a new screen . If yes , a Term of agreement will appear that involves seeking agreement to share the image through public platforms.
Fig. 47-48. App, 2014.
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Launch This will then lead to the final step. Once a decision has been made , the screen will feature a key message that tells the user to hold on. The first 50 people, per location ( listed ) will receive a notification. The notification will tell the user that they have been invited to an event with the opportunity to receive a free product , personalised to them. Those after the 50 chosen will receive a notification that leads them to choose a location that is relevant to them and information about the launch event, inviting them to come find She and enjoy an experience. Also to be accessible, the event will be showcased through the boots Facebook pages and Twitter.
Fig. 49-50 App, 2014.
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Launch The event will feature across 6 cities; Newcastle , Manchester, London, Birmingham, Nottingham and Bristol. The event will be in a big clear space within the city centre that is accessible and noticeable. An example of space size and ideal location would be Nottingham city centre Market Square. The space will be used and filled by a large dome shaped tent that will host the event. The purpose of this dome , is to create a multi-sensory experience that completely interactive. The outside will have hexagon shaped screens that change colour, these are based on the lipstick colours.
Fig. 51. Launch Hexagon, 2014.
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Launch One room that will feature balloons that will represent the touch sensation of foundation and will also textured wallpaper inspired by Tema E Vaviazioni . Fig. 52. Launch Moodboard, 2014.
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Launch One room that has a bar inside in which the glass that you are served your drink will be textured in a variety of ways Fig. 53. Launch Moodboard, 2014.
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Launch One room that features a room that features a smell sensation through the choice of lipstick title., an example being : She is Strong will spread scents of mint . Fig. 54. Launch Moodboard, 2014.
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Launch There will be one room that is swipe access only that will be set aside for competition winners to receive their limited edition personalised make up. Fig. 55. Launch Moodboard, 2014.
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Whilst attending the event there is a chance to pick up limited edition 'she' branded advantage cards. These will be only at the event so it keeps it exclusive.
Launch
Fig. 56. Advantage Card, 2014.
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Launch
Fig. 57. Voucher, 2014.
Also, whilst attending the event there is a chance to get a goody bag. Inside this contains a voucher to spend within Boots. Inside the bag contains the limited edition advantage card and a lipstick sample. This is a mock up to show how this would be done.
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Fig. 58. Goody Bag, 2014.
Launch - App After the launch has taken place the app will add more features. This is only accessible after a profile is made This is to get the consumer interested after the big hype. Each icon takes you to a different page. For example the heart icon takes you to your wish list, the tag icon takes you to the mobile shopping site, the magnifier icon lets you search fro specific items, the camera logo lets you scan products directly instore and finally the person icon takes you to your profile.
Fig. 59. App, 2014.
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Launch - App
Mock ups of the wishlist page, and shopping page. Fig. 60-62. App, 2014.
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Launch - App
Examples of the scan and profile page. When you have created a profile you can connect with the brand and other users. A key factor to making a profile is that when you check in the Boots locations and attend events it logs your activity. This data then can be used to create personalised and location based offers and newsletters to inform them.
Fig. 63-65. App, 2014.
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Stand
The stand will be interactive with the app and also non users so that everyone can get involved. Firstly, there are screens on the top of the stand which will live stream who has joined the app. This then gives them incentive to download the app and get involved if they get a chance to feature on the stand. There is also a ipad in the middle in which you can try out the make up looks for yourself. If you scan your Boots card before doing this it gives you a print out.
Fig. 66. Stand, 2014.
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