BRAND CONCEPT PROPOSAL
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CONTENTS 3
Introduction
5
Rationale
7
Audience
8
New Technology
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Launch Strategy
15
Creative Outcomes
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Bibliography
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INTRODUCTION Accepting one another for one’s natural self has never been more
important at a time when society has created such a distorted perception of beauty. The upcoming trend, Wabi Sabi, concentrates on promoting the acceptance of beauty in imperfections with the focus on acne. Women should not be made to feel like acne is ugly, nor should they be made to feel ashamed of their appearance as a result. In line with the Spring/Summer 21 season, Dove will launch a new product range introducing their debut facial skincare collection, called Glo’Naturelle. The range is influenced by the Wabi Sabi philosophy which encourages the belief that nothing is perfect. Dove will implement new technology alongside the product range, to create a personalised consumer experience.
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R AT I O N A L E
Over time, Dove has made a conscious effort to be an inclusive brand and by appealing to those with imperfections. These imperfections are mirrored within the Wabi Sabi trend, with the strong belief that imperfections and flaws should be embraced rather than be made invisible. Both Dove and Wabi Sabi focus on the idea of real beauty, with the aim to help women develop a positive relationship with their appearance, and to feel confident in their natural skin. The Glo’Naturelle product range that Dove will launch will embrace the Wabi Sabi skincare philosophy, with the core focus to promote skin positivity. Using this upcoming trend will enable Dove to strengthen their existing brand image as well as promote their presence within the beauty and personal care market. Dove’s intentions behind the Glo’Naturelle range is to encourage young women to feel good about their skin, regardless of so-called ‘imperfections’. It is about encouraging women to embrace their bare skin and to feel confident in doing so. By adopting the Wabi Sabi philosophy, Dove will create a greater representation of authenticity which will stand them out from competitors, such as Neutrogena, Olay and Garnier.
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AUDIENCE
With an already-established loyal middle-age market of female consumers, Dove will target the Glo’Naturelle product range at a new demographic consisting of women aged 18-35. Some women are introverts whilst others are more extroverted, however they will all resonate with the Wabi Sabi trend. Dove’s new audience will be a supportive yet rebellious community, with the collective aim to challenge society’s unrealistic perception of beauty and banish the idea of “perfect”. Young women will be attracted to Dove and the brand’s ‘Real Beauty’ values which strongly compliments the Wabi Sabi trend. They will buy into the Glo’Naturelle product range because they want to feel good about their skin. They desire a ‘natural glow’ regardless of so-called ‘imperfections’, which in turn can symbolise self-confidence. In
an
attempt
to
attract
the
younger
demographic, Dove will create a more playful and vibrant aesthetic for the product range in comparison to the existing navy blue-gold colour palette. By targeting a new demographic of women will build Dove’s consumer base and gain a greater audience overall as a result.
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NEW TECHNOLOGY Dove will implement new technology alongside the Glo’Naturelle product range, by combining smart mirror technology with artificial intelligence to create an interactive touch-screen mirror. This will enhance the customer’s experience. The smart mirror will display a series of skin-related questions for the customer to answer. Artificial intelligence will be used to colect the responses in order to create a personalised Glo’Naturelle collection for the individual. This will create hyper-personalisation within the user experience, as the data collected within the smart mirror will offer targeted products to the individual based on their skin needs and concerns.
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LAUNCH STRATEGY From the Glo’Naturelle product range, Dove will expand their overall target market as a result
of positioning the brand to a new audience. Whilst targeting a new audience, Dove will also
PROMOTION
aim to encourage their ‘Real Beauty’ vision further through promotional material.
Dove’s current channels to reach their audience include Facebook, Twitter, Instagram and YouTube. Dove will utilise Instagram as a key channel to effectively reach their new target audience of women aged 18-35. It will be the most effective platform to reach this wide demographic, as research demonstrates that Instagram has seen significant growth and is popular across all generations. Alongside Instagram, Dove will also use YouTube to collaborate with various content creators to launch the Glo’Naturelle range. YouTube is evident to be the most popular platform among Gen Z for watching videos. Whilst collaborating with YouTubers to create content to support the launch of the product range, Dove will also invest in creating short adverts to feature before YouTube videos. According to Mintel, long adverts that are shown before a video have prompted 6 in 10 viewers to stop watching. Dove adverts will aim to last no more than 30 seconds and primarily focus on communicating the key themes behind the Glo’Naturelle concept. Using this shorter advertising method
DIGITAL
of skippable adverts will help Dove to promote Glo’Naturelle in a punchy way, with the added advantage of building brand awareness to their new target audience in a short space of time. Following on from past ‘Real Beauty’ advertising campaigns, Dove will produce a television campaign to promote the Glo’Naturelle concept. This will embrace and promote the brand’s ‘Real Beauty’ vision and values, by adopting attitudes that women aged 18-35 will relate to. Real people will be used in the advertising campaign with the Wabi Sabi philosophy in mind when directing and editing the material.
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Dove will associate with various influencers to create promotional material for the Glo’Naturelle product range. Individuals such as skin positivity activists, beauty influencers and individuals who are documenting their acne journey will be implemented to promote the range.
Em Ford
Kadeeja Sel Khan @emeraldxbeauty
@mypaleskinblog
Sofia Grahn
@lounorthcote
@isotretinoinwiths
INFLUENCERS
Louisa Northcote 10
PHYSICAL DELIVERY
The launch of Dove’s facial skincare range, Glo’Naturelle, will be delivered in a bricksand-mortar environment. This will be a more effective way to launch the product range in comparison to a digital launch, as bricks-and-mortar retail continues to be popular when purchasing beauty and personal care products despite the rise of online retail. In the last year, 77% of women aged 16-34 purchased beauty and personal care products in-store. Currently Dove does not sell in their own bricks-and-mortar stores, and trades within various health and beauty retailers and supermarkets. Dove will launch the product range in a pop-up concession counter in Boots stores across the United Kingdom. Boots is the most used retailer when shopping for beauty and personal care items, with almost two fifths of consumers having shopped with Boots in the last year. By initially launching the product range exclusively within Boots will create easier access to customers in comparison to a single flagship store in one location. As the leading health and beauty specialist, Boots will achieve a high footfall. This will benefit Dove as they will achieve greater exposure to their new market of women aged 16-35, alongside a secondary audience of consumers who may not consider to associate with Dove.
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Beauty should be a source of confidence, and not anxiety. -Dove
KEY MESSAGE
During the launch of Glo’Naturelle, as well as in the run-up and post-launch, the key message that Dove will promote is that imperfections are beautiful. This will enhance Dove’s vision of ‘Real Beauty’, whilst building upon their existing brand reputation that focuses on representing inclusivity.
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JANUARY
FRIDAY 1st PR will release an announcement to reveal the upcoming product range. 4th - 10th PR & SOCIAL will release initial details of upcoming Glo’Naturelle range. 11th - 17th DIGITAL, PR & SOCIAL will launch first Glo’Naturelle teaser campaign. 18th - 24th PR & SOCIAL will network to gather individuals to promote Glo’Naturelle. 25th - 31st PR & EVENTS will announce Glo’Naturelle to launch in Boots stores.
FEBRUARY
1st - 7th DIGITAL, PR & SOCIAL will launch
second
Glo’Naturelle
teaser campaign. 8th - 14th MEDIA will release TV campaign to promote Glo’Naturelle product range. 15th - 21st ALL DEPARTMENTS will release details about when Glo’Naturelle
MARCH
will launch.
1st - 7th EVENTS, PR & SOCIAL will
22nd - 28th PR & DIGITAL will promote
release ‘sneak peak’ of Boots
Glo’Naturelle
concession.
influencer platforms.
8th - 14th GLO’NATURELLE WILL LAUNCH IN BOOTS STORES ACROSS THE UK. 15th - 21st PR & SOCIAL will continue to build a buzz around the new product range.
through
various
COMMUNICATION PLAN
The Wabi Sabi trend and Glo’Naturelle concept are both influenced by an underlying theme of
22nd - 28th MEDIA will launch a second TV
female empowerment.
campaign to support the postlaunch of Glo’Naturelle. 29th - 31st ALL
DEPARTMENTS
To embrace this theme of empowerment, Dove will
will launch the Glo’Naturelle product range across
review their contribution to the
multiple Boots stores on Monday 8th March 2021.
Glo’Naturelle launch.
This marks International Women’s Day.
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CREATIVE OUTCOMES The Glo’Naturelle product range is an inclusive concept that is suitable for everyone. The philosophy behind the Glo’Naturelle concept is to encourage women to embrace their natural skin. Overall, the product range will be embracing Dove’s key vision that is focused on ‘Real Beauty’.
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The number of products that will be recommended to each customer will vary depending on how in-depth their current skincare routine is. The customer will recieve a product collection based on a basic, essential or complex routine. A basic routine will consist of no more than two products such as a cleanser and moisturiser, whilst the complex routine will contain five to seven products for those individuals who may prefer a more in-depth routine.
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BIBLIOGRAPHY
@brielamour89. Smoothness Does Not Define Beauty. [Image]. Retrieved from www.instagram. com/p/B7t-uyipmnS/ Dove Bird Logo. [Image]. Retrieved from www.pngimage.net/dove-logo-png-1/ Fhunta, P. Pink Marble Texture. [Image]. Retrieved from www.fineartamerica.com/featured/ pink-marble-texture-background-prairat-fhunta.html Ford, E. Selfie. [Image]. Retrieved from www.instagram.com/p/B4AmaUrp797/ Grahn, S. Selfie. [Image]. Retrieved from www.instagram.com/p/B7WUoevpdUG/ McGrath, R. (2020). Media Trends Spring - UK - March 2020. Mintel. Northcote, L. Selfie. [Image]. Retrieved from www.instagram.com/p/B_zO83llHtf/ Photowall. Cracked Pink Painted Wall. [Image]. Retrieved from www.photowall.co.uk/crackedpink-painted-wall-wallpaper Sel Khan, K. Selfie. [Image]. Retrieved from www.instagram.com/p/Bs1LE-qFxP2/ Sender Ceron, T. (2020). Beauty and Personal Care Retailing – UK – January 2020. Mintel.
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Charlotte Roulstone