Step into the future with 17 Seventeen: A rejuvenation
1
Chloe Wicks N0329445 FASH30002
2
Contents
Introduction - p.4-5 Who is the new 17? - p.6-8 The Consumer - p.9-11 The Concept: Technology - p.12-15 Technology in the beauty Industry - p.16-17 Design Aesthetic & Logo - p.18-22 Our Concept - p.22-24 Packaging - p.25-28 Vending Machines & The 17 Self-Serve Stand - p.29-34 Route to Consumer: Web & Social Media - p.35-40 Route to Consumer: Advertising - p.41-45 Look Book - p.46-47 Press Pack - p.48-49 The Launch - p.50-51 Conclusion - p.52-53 Appendix - p.54-65
3
4
Intro // Re- Cap After our previous presentation we went away and thought about all the feedback we had been given. We have now decided on a more specific, narrowed down idea. We want to established a new brand identity, but still keep the name ‘17’, but go back to the numerical version. We want to incorporate the use of
technology in to this brand and be the ‘go to’ professional, expert advice.
brand for
5
6
Brand Positioning & Tone of Voice “Expert led�
We are a professional brand, at a lower price point. This new cosmetics re-brand emphasizes quality and being an Educational, helpful brand Figure 1: Brand Positioning.
7
Brand DNA
Brand mission statement: We aim to provide our consumers with the latest technological advances through the world of cosmetics. To be a professional brand, there to offer advice and to meet the consumer need for good value and ease of service. Helping people look and feel great 24/7.
Aaker Model
Figure 2: Aaker Model
8
9
Consumer Archetypes
When we initially look into our con-sumer (25-35 yr old), we noticed 4 consumers archetypes. -Young professional -Just married -Young Mother and; -The Traveller One thing that we noticed that linked all 4 consumers together is technology and becoming digital. So this is what we have focused on.
Figure 3: Consumer Archetypes.
10
Consumer Profile
The 17 consumer
Figure 4: Consumer Profile.
11
12
Moodboard:Global Technology Trends
Figure 5: Global Tech Trends.
3D PRINTING
“A great digital experience is no longer a nice-tohave; it’s a makeor-break point for your business as we more fully enter the digital age.” (Forbes, 2014)
GOOGLE GLASS
BIG data
The Digital Experience
13
Moodboard: Technology in retail
Scan to shop technology
Figure 6: Tech in Retail.
Interactive instore screens
14
Our consumer // Technology // Retail These satistics back up why we chose to use so much technology within our instore environment and promotional material. it is something that our consumer is very concerned with and enjoys using constantly.
Figure 7: Technology & the consumer.
15
16
Technology & Trends within beauty
Advancements in nail varnish and nail varnish printing technologies
We will incorporate this new and exciting technology into our self-serve beauty stands, to give the consumer and more technological and personalised experience.
Figure 8: Technology in the Beauty Industry.
3D Nail Printing
17
18
Words to reflect our newww design aesthetic
Figure 9: Design Aesthetic.
19
Logo Font and logo development Figure 10: Logo Development
20
21
Figure 11: Final Logo.
DAY Final Logos
NIGHT
22
23
We will have a Day & a Night range; The day range will be in white packaging and the night in black
Our new logo(s)
DAY
NIGHT
the logos, show 1700, highlighting the 1 and the 7, yet can also be seen as a digital clock face displaying, 17:00 a.k.a 5pm. which is when our ranges change from day to night. at this time customers will reveive special offers through our app and instore I beacons.
24
25
Packaging: inspirations//colour palette
Colour palettes for packaging inspired by technology. Figure 12: Packaging.
26
Product Shade names: -Each product will have a reference number (decimal) which refers to its colour.
Packaging: Mock-ups
Technology on packaging:
Figure 13: Packaging Mock-Ups.
-Scan to shop feature, which shows tutorials via the 17 youtube channel. -Also logs the products/shades you have bought into the account section on the 17 app, Making it easier for the customer to remember what their shades are all on their smartphone.
27
Packaging
We will have 17 different product categories in our range. 1- Primer 2- Foundation 3- Powder 4- Bronzer 5- Blusher 6- Highlighter 7- Eyeliner 8- Mascara 9- Eye shadow 10- Lipstick 11- Lip liner 12- Eye Brow set 13- Concealer 14- Lip gloss 15- Eye brightener 16- Nail Vrnish 17- Setting spray
28
29
Moodboard: Vending Machines Figure 14: Beauty Vending Machines.
30
The initial idea
17 Vending Machine Mock-up
We have decided to make our entire self-serve cosmetics stand completely interactive. It is going to be a vending machine style dispenser that consumer can quickly and efficiently chose and get their products from.
We will incorporate the latest, up to date technologies and trends into our new self-serve stand.
As we have the day to night Concept, which changes
Such as 3D nail printing
over at 5pm, the vending machine will flash at this time
technologies and an Ipad for
to alert customers to this and passing customer will also
the new17 app.
receive an Ibeacon offer. The stand will also turn from Figure 14: Self-serve Vending Machine Mock Ups.
white to black to reflect day to night looks.
31
Virtual Make-up Technology & Modi-Face
Enabling the new ‘1700’ app to be able to use the ‘modi-face’ Virtual make up technologies, to give the 17 consumer
“Blurred lines between beauty
a new and exciting
technology are becoming increasingly
experience that they
common, with overlaps between
can use anywhere at
skincare, haircare and colour
their leisure, as well as
cosmetics”
in-store on the built in
(Mintel, 2014)
Ipads.
Figure 16: Modi - Face.
32
Beauty station /// modi face for 17
We will have an interactive makeup station at the end of self-serve vending machine, where customers can use the modi-face app features to try new products and get personalised recommendations, as well as test the actual make-up products.
Figure 17: Beauty Station.
33
Incorporating Technology into the stand IBeacons
Check out the new 1700 stand and receive 50% off your purchase with this code: 4TGH6UD
Figure 18: IBeacons.
iOS device
We plan to use advanced Ibeacon technoloy, to give the consumers passing near our stand a quick reminder that we are here and an offer to entice them to the new self-serve stand.
Dedicated Hardware
34
35
The 17 App
6
4
2
Here customers will be able to upload pictures of make-up looks that they like and the app will in turn tell them which 17 products will help them, create that look. They will also be able to buy the products and watch informative make-up
1
3
5
7
tutorials.
Figure 19: The App.
36
THE APP: Discover – The conusmer can search through an image database of different make-up looks.
Saved – Curate their favourite looks into one accessible place
for later viewing.
Shoot – Feature that uses image recognition technology.
Upload a photo of a make-up look they like and it scans the image and displays the brands products they would need to achieve that specific look.
Account – this feature would store all previous purchases for
the consumer, making note of the shades they have bought. Also have a copy of their Modiface scan of their perfect shades and ‘best colours’.
Figure 20: App Book
37
17 Social Media Twitter
& Facebook –
we will use our Twitter to create conversations with the consumer.
Instagram – Showing visuals
of 17’s lookbook, technology innovations &l ifestyle images relevant to the 25-35 year old consumer. As well as using this platform to create a relationship with the consumers. finally, this is where we will showcase new product launches.
Twitter “It (Instagram) grew by 60 million users in 2013 to more than 150 million, a rapid increase of 66% and the highest year-over-year growth among the top 10 mobile apps. That’s compared to 36% on Twitter, 27% on YouTube and 27% even for parent company, Facebook.” (Arthur (WGSN), (2014).
Figure 21: Social Media Mock-Ups
38
17 Website
Figure 22: WeBsITE Mock Up
Website - The website will be a place where
consumers can buy our products online. It will also link to all our social media pages and consumers will be able to sign up for the 17 newsletter.
39
Other feautures of the app: - online tutorials - Beauty Advice
YouTube channel – We
will use the You Tube Channel to show online make-up tutorials.
- Special offers
The new expert led cosmetics brand, giving advice and help through technology and without the use of in-store consultants.
Figure 23: You Tube Mock Up
40
41
Print Advertisment Inspiration
Figure 24: Print Ad Inspiration.
INFUSING TECHNOLOGY INTO PRINT ADVERTISEMENTS TO BRING THEM TO LIFE.
42
This interactive beauty ad will be the first of its kind
17 Advertisment Mock-up The advert will feature in The Boots magazine;
Figure 25: Interactive Print Ad Mock Up.
The touch sensitive buttons on the paper change the colour of the models lipstick to showcase our range our colours.
43
17 Interactive Advertisment Inspiration Figure 26: Interactive Ad Inspuration.
44
17 Ourdoor Advertisment Mock-up Utilising the ‘dead time’ in the consumers commute. This interactive vending machine advert will go on display at the time of the launch.
These interactive promotional posters will also be placed in train stations, tubes, bus stops, shopping centres and toilet cubicles and like the vending machines, will also change at 5pm from day to night colours.
Dispensing free treats in the 17 change over hour, from day – night at 5pm! This will help to bring awareness to our re-brand. Figure 27: Interactive Ad Mock Up.
45
46
Day
The new 17 look book STEP INTO THE FUTURE WITH 17
Figure 28: Look Book.
Night
47
48
Press Pack The Press Pack will include: - The Press Release - Iphone mirror case -Lipgloss -USB
The Press Release:
LAUNCH! The NEW 17! Seventeen has been rejuvenated! A new sleek sophisticated brand, focusing on technology for the 21st century woman. 17 focuses on incorporating technology into the beauty industry in new and exciting ways, through the use of interactive stands, exciting apps and online tutorials. 17 is perfect for those busy women that need their makeup information at the at the touch of a button and their favourite brand to be as high tech as they are. Step into the future with 17! [Launching nationwide in all BOOTS store - June 2014] ["these new products are amazing!" MAC makeup artist]
Figure 29: Press Pack.
49
50
Launch Our launch campaign :
“What’s your digit?” Consumers will be able to come into the store and use our modi-face screens, and the machine will scan their face and match the 17 products to them, giving them their own ‘17 digits’, that corresponded to the num-bers on the makeup packaging.
Figure 30: Launch products.
This will also be wthe time when we release the Bus Stop Vending Machine adverts in big cities around the country
Launch/PR stunt – As part of our launch campaign we will be asking consumer to download our app and submit a short 17 second video. All short listed videos will then be uploaded to our Youu Tube page and the videos with the most views will win £20 free credit to use on our 17 vending machines.
51
52
By keeping 17 up to date with the latest trends and technologies we are ensuring that the brand stays relevant and ensure the longevity of the new cosmetics re-brand.
Conclusion & Long Term Plan As part of our long term
As part of our long term plan we aim to collaborate with many different brands to enhance our consumers experience with 1700. We want to collaborate with lifestyle brands that our consumers intereact with on a daily basis. We also plan to keep creating exciting Look Books.
plan, we also aim to get our advert feautured in Magazines such as;
Brand Collaborations
Figure 31: Long Term Plan.
Future Look Books
53
54
Appendix Contents Page 55. Decleration Form Page 56 - 58. Bibliography Page 59. Illurstration List Page 60. References Page 61. Case Studies Page 62 - 63. Tutorial Record Sheets
55
56
Bibliography - Arthur (WGSN), (2014). Social media focus: Instagram. [Online] Available at: http://www.wgsn.com/content/report/ Marketing/Communication_Strategy/2014/April/social-media-focus--instagram.html. [Last accessed: 24th of April 2014]. - Aquino, (2011). The 10 Most Successful Rebranding Campaigns Ever. [Online] Available at: http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1. [accessed 14th March 2014]. - Bergstorm, B, (2008). Essentials of Visual Communication. London: Laurence King Publishing. - Calver, G, (2003). Retail Graphics. Switzerland: RotoVision - Charlton, 2013. High street retailers 'missing out on ÂŁ1bn per month'. How the web can help. [Online] Available at: https://econsultancy.com/blog/63429-high-street-retailers-missing-out-on-1bn-per-month-how-the-web-can-help?utm_ medium=feeds&utm_source=feedly#i.hz8m5cuike6jz6. [accessed 10th March 2014]. -cullen, K, (2005). Layout Workbook. United States of America: Rockport Publishers. - Fisher, 2014. IS A HARVARD STUDENT BRINGING DOWN THE BEAUTY INDUSTRY? Grace Choi invented a 3D makeup printer that's about to take the beauty industry by storm. [Online] Available at: http://www.harpersbazaar.com/beauty/makeup-articles/harvard-student-invents-3D-makeup-printer?ha=1&src=soc_twtr. [accessed on May 7th 2014]. - Fisher, 2014. Smart lighting: shining a light on what consumers really want. [Online] Available at: http://www. theguardian.com/media-network/media-network-blog/2014/mar/20/smart-lighting-consumers-retail-in-store. [Last accessed: 14th of April 2014]. - Forbes, (2014). The Top 7 Technology Trends That Will Dominate 2014. [Online] Available at: http://www.forbes.com/ sites/jaysondemers/2013/10/31/the-top-7-technology-trends-that-will-dominate-2014/. [Accessed 16th April 2014]. - Forbes, (2014) . Top Tech Trends and Beyond. [Online] Available at: http://www.forbes.com/pictures/eimh45mkdi/1-digital-convergence-erodes-boundaries/. [Accessed 20th April 2014].
57
- Fowler, 2013. The Future of Interactive Packaging. [Online] Available at: http://www.bigpicture.co.uk/interactive-packaging/. [accessed 12th April 2014]. - Gaimster, J, (2011). Visual Research methods in Fashion. Oxford: Berg. Lam, 2013. 13 Examples of Experiential Retail. [Online] Available at: http://www.trendhunter.com/slideshow/experiential-retail#3. [accessed 20thMarch 2014]. Live science, (2014). Technology 2014. [Online] Available at: http://www.livescience.com/technology/. [Accessed 2nd April 2014]. - Matthews, 2013. Future Beauty Trends: Finding the right target. [Online] Available at: http://www.cosmeticsdesign. com/Market-Trends/Future-Beauty-Trends-Finding-the-right-target. [accessed 10th March 2014]. McCandless, D. (2009). Information is Beautiful. London, Harper Collins publishers. - McQuarrie, 2014. 49 High-Tech Beauty Products. [Online] Available at: http://www.trendhunter.com/slideshow/hightech-beauty-products#2. [accessed 16th April 2014]. - Mershon, (2012). 7 Creative Social Media Marketing. [Online] Available at: http://www.socialmediaexaminer. com/7-creative-social-media-marketing-mini-case-studies/. [Accessed 25th April 2014]. Mintel, (2014), 2014 will be the year of the beauty hybrid product. [Online] Available at: www.mintel.com. [Accessed 13th March 2014]. - Mintel, (2014). Technology Trends. [Online] Available at: [Accessed 8th April 2014].
http://academic.mintel.com/display/692711/?highlight.
- Pitman, 2013. The Big Debate – where industry professional see the future of the industry going. [Online] Available at: http://www.cosmeticsdesign-europe.com/Market-Trends/The-Big-Debate-where-industry-professional-see-the-future-of-the-industry-going?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright [accessed 12th March 2014]. - PPA, (2014). Top five innovative magazine ads. [Online] Available at: http://www.ppa.co.uk/marketing/features/ top-five-innovative-magazine-ads/. [Accessed 10th April]. - Rockport, (2007). 1000 Retail Graphics: From signage to logos and everything in-store. United States of America: Rockport Publishers.
58
- Ryan, 2014. PACK to the Future! Think Interactive packaging! [Online] Available at: http://priorypresspackaging. co.uk/think-interactive/. [accessed 22nd March 2014]. - The Cool Hunter, 2014. ART. [Online] Available at: http://www.thecoolhunter.co.uk/art. [Last accessed: 14th of April 2014]. - Sinso, (2014). Emerging Retail Trends In 2014. [Online] Available at: ing-retail-trends-in-2014/. [accessed 16th April 2014].
http://sinsoretailsupport.com/blog/emerg-
- The Guardian, 2014. Technology. [Online] Available at: http://www.theguardian.com/technology. [Last accessed: 14th of April 2014]. - Trendhunter, (2014). 55 High – Tech Beauty Products. [Online] Available at: //www.trendhunter.com/slideshow/hightech-beauty-products. [Last accessed: 14th of April 2014]. - WGSN, 2014. new & exclusive beauty brands. [Online] Available at: http://www.wgsn.com/content/report/Beauty/Product_and_Packaging/2014/05may/space-nk-unveils-new---exclusive-beautybrands-globally.html. [Last accessed: 24th of April 2014]. - WGSN, (2014), Social Commerce. [Online] Available at: http://www.wgsn.com/content/report/Retail_and_VM/Retail_ Strategy/Business_Insight/2014/May/social_commerce.html. [Accessed 1st May 2014].
59
Illurstrations List - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
All title page images, (Baron, Dann, Wicks), 2014. Look Book Images. [Own Image]. Figure 1, 2014, Wicks, ‘Brand Positioning’. [Own Moodboard]. Figure 2, 2014, Wicks, ‘Aaker Model’. [Own Image]. Figure 3, 2014, Wicks & Group, ‘Consumer Archetypes’. [Own Moodboard]. Figure 4, 2014, Wicks & Group, ‘Consumer Profile’. [Own Moodboard]. Figure 5, 2014, Wicks, ‘Global Tech Trends’. [Own Moodboard]. Figure 6, 2014, Wicks, ‘Tech in Retail’. [Own Moodboard]. Figure 7, 2014, Wicks & Group, ‘Technology and the consumer’. [Own Image]. Figure 8, 2014, Wicks, ‘Technology within the Beauty Industry’. [Own Moodboard]. Figure 9, 2014, Wicks, ‘Design Aesthetic’. [Own Image]. Figure 10, 2014, Wicks, ‘Logo Development’. [Own Image]. Figure 11, 2014, Wicks, ‘Final Logo’. [Own Image]. Figure 12, 2014, Wicks, ‘Packaging’. [Own Moodboard]. Figure 13, 2014, Wicks, ‘Packaging Mock Ups’. [Own Moodboard]. Figure 14, 2014, Wicks, ‘Beauty Vending Machines’. [Own Moodboard]. Figure 15, 2014, Wicks, ‘Self-Serve Vending Machine Mock Ups’. [Own Images]. Figure 16, 2014, Wicks, ‘Modi – Face’. [Own Moodboard]. Figure 17, 2014, Wicks, ‘Beauty Station’. [Own Image]. Figure 18, 2014, Wicks, ‘IBeacons’. [Own Moodboard]. Figure 19, 2014, Wicks & Group, ‘The App’. [Own Moodboard]. Figure 20, 2014, Wicks & Group, ‘App Book’. [Own Moodboard]. Figure 21, 2014, Wicks & Group, ‘Social Media Mock Ups’. [Own Moodboard]. Figure 22, 2014, Wicks, ‘Website Mock Up’. [Own Image]. Figure 23, 2014, Wicks & Group, ‘You Tube Mock Up’. [Own Image]. Figure 24, 2014, Wicks, ‘Print Ad Inspiration’. [Own Moodboard]. Figure 25, 2014, Wicks, ‘Interactive Print Ad Mock Up’. [Own Image]. Figure 26, 2014, Wicks, ‘Interactive Ad Inspiration’. [Own Moodboard]. Figure 27, 2014, Wicks, ‘Interactive Ad Mock Up’. [Own Image]. Figure 28, 2014, Wicks & Group , ‘Look Book’. [Own Image]. Figure 29, 2014, Wicks, ‘Press Pack’. [Own Image]. Figure 30, 2014, Wicks, ‘Launch Products’. [Own Image]. Figure 31, 2014, Wicks, ‘Long Term Plan’. [Own Image].
60
References - Arthur (WGSN), (2014). Social media focus: Instagram. [Online] Available at: http://www.wgsn.com/content/report/ Marketing/Communication_Strategy/2014/April/social-media-focus--instagram.html. [Last accessed: 24th of April 2014]. - Fisher, 2014. Smart lighting: shining a light on what consumers really want. [Online] Available at: http://www. theguardian.com/media-network/media-network-blog/2014/mar/20/smart-lighting-consumers-retail-in-store. [Last accessed: 14th of April 2014]. - Mintel, (2014). Technology Trends. [Online] Available at: [Accessed 8th April 2014].
http://academic.mintel.com/display/692711/?highlight.
61
Case Studies
Apple: From the bottom to the top.
- Already a well kown successful brand. - Managed to change their brand image sucessfullfully. - The launch of Kit Kat Chunky proved to be one of the best marketing success stories. - Over 50 million bars were dispatched within the first few weeks of the launch. - Kit Kat Chunky became a popular snack immediately. - Nestlé provided excellent support for retailers by providing them with in-store promotions and a smooth supply of the product in order to meet the massive customer demand. - Within 6 months, more than 20 percent of the UK population of the UK had tried the product, and repeat rates have been very high.
- In 1997, Apple was very neraly bankrupt - Now, stock prices have gone from $6 to $350 and the company is stronger than ever. - They produce reliable and elegantly designed products such as the iMac, iPods, and iPads, Apple became a juggernaut in technology. - Nearly every product released has been an instant hit - Make new releases a media frenzy. - “Another thing that Apple does well, is the way it articulates its brand from its products down to the store level experience”. (Shillum, 2011) - "Actions underlie brands," he said. "Everyone from the CEO to a sales rep needs to understand the company's mission and be free to articulate it in their own way." (Shillum, 2011)
Kit Kat: ‘Revitalising a Brand Leader’.
62
Tutorial Record Sheets
63
64
Seventeen: A rejuvenation Group Project Team members: Emily Baron Celia Dann Chloe Wicks
65