Dragon The issue ThaT’s well groomed A PERSONAL CARE SPECIAL EDITION
dragonrouge.co.uk
yOUNG FOREVER AND EVER AND EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER AnD EVER 1
Dragon
A big shiny ‘millionised’ welcome to all… And to our first Dragonfly dedicated to the ever-evolving world of personal care, a sector in which Dragon Rouge has a breadth and depth of experience that's matched only by the team's enthusiasm for the vast array of brands and businesses within it. As with every one of our special mini Dragonflies, this edition aims to cover much ground. We take a look at the new, the ‘hot’, the contentious through to the potentially ridiculous. We field views of industry experts and hope to open up debate, provoke thought and hopefully pique your interest or ideally prompt a ‘maybe that's something I should think about for my brand’ kind of response. So we invite you to dive in, or dip in and out and hopefully you'll find lots of themes and notions that are insightful, inspiring or possibly even inflammatory. Whatever grabs your notice, we invite you to join in the debate, drop us a line, or possibly pick up the phone and see if we can get together and talk some more. We'd love to meet or hear your views or maybe even chat about your brand's next big ‘volumising’ opportunity. So soak in a hot bath, grab a face masque or have a browse as you enjoy a pedicure. Wherever Dragonfly finds you, we hope you'll find it a rewarding read. Kate Waddell, Dragon Rouge
CONTRIBUTORS
CONTENTS
Dorothy MacKenzie Chairman and sustainability champion dorothy is Chairman of dragon rouge london and is a pioneer in thinking on sustainable brands. she firmly believes that even the indulgent personal care category can deliver results and aesthetics sustainably, without compromise.
Liana Dinghile Leisure brand guru and skin care addict liana is dragon rouge’s expert on leisure brands and creating great brand experiences, advising clients such as the sanctuary, swire hotels and the Palm Trilogy in dubai. she helped shape sanctuary's city brand for launch.
03
WHAT THEY REALLY, REALLY WANT We ask experts what's hot to trot
07
HIGH TECH MEETS SUPERCHARGED NATURE What's the beautiful future before us?
09
MORE ON SHELF IMPACT – LESS ENVIRONMENTAL IMPACT? A greener shape for personal care
Joe Hale Metrosexual man and personal care brand lover Joe loves the mix of science and emotion of personal care brands and has applied this passion across the spectrum of personal care – from oral care to bathing, from skin care to hair care. he is a client director in dragon rouge and our digital and social media expert.
Clare Simpson Semiotics and archetype theory enthusiast Clare is fascinated by how brands can use semiotics and ethnographic research to unlock what influences consumer choice and desire. she has developed dragon rouge's brand archetype design theory and has defined semiotic frameworks across many personal care categories.
11
STAKING THE CLAIM Buzzword or catchphrase?
13
TRENDWATCH Three trends to look out for
19
SPA IN THE CITY Now Sanctuary gives women their city space
21
LOOK WHAT WE FOUND
22
GET IN TOUCH
Dragon
2
3
Dragon
whaT They really, really wanT —
As consumers, we’ve never had more power over how we look and how we feel – from hard core surgery to cutting edge technology; creams, washes and potions to diets and supplements, we can make of ourselves what we will – or almost. The more exotic or extreme may still be out of the reach of the woman or man in the Boots aisle, but whether through an online chat room or a celebrity magazine, they know it’s out there and most want a piece of the action The dream of perfection may be the same, but expectations of personal care brands are changing. We asked four beauty and brand experts what they see as the new directions for the mass market in personal care.
needs to catch on and catch up. Nikki Austen, Creative Strategist at 300 Million and former Global Creative Director of the Body Shop, sees personalisation at a mass level being a huge driver for personal care brands.
Perfect in my skin The world has moved on from dry, oily or combination, fair skin or dark. We’re all more conscious of our individuality and the very particular needs of our body. Prescription skin care and bespoke fragrances were once only within reach of the very rich. But not any more. With mainstream brands in many other categories giving us the chance to create our own style, our own flavour and get just what we want, personal care
“We want to spend our beauty budget wisely without compromising on a unique product and service experience. Flexibility in mixing the product and applying it means you can use one product at different levels, depending on your changing needs.” “We’ll see much more ‘prescription’ skin care from mainstream brands, created from two or three base moisturisers and cleansers
with capsule essential oils added to fit the skin type. Better diagnostic tools will help assess the levels of need. And the bespoke principle will extend to make-up with dosing technology allowing the consumer to vary the intensity in foundation, lip and eye colours.” This isn’t just about good, flexible products either. The internet is helping consumers build their knowledge and piquing their interest but they still want service to help them get products that are just right for them. Brands will need to ensure that wherever they’re sold, their consumers get the right experience. “More than ever a sales assistant can make or break a purchase. While the Dragon
4
HOT TO TROT internet can help consumers clarify their intentions before visiting the store, an unhelpful, blasé, ill-informed or pushy sales assistant can make a near purchase consumer leave without buying anything,” says Nikki. Do no harm So consumers want highly tailored products that they can adapt to their own personal needs. But when it comes to what’s in those products, is it all still about ‘the science bit’? The conventional wisdom in personal care has always been that, though they might like the idea of being more sustainable and natural in what they buy, when it comes to this category, what they really want is results and that means ‘forget the planet, just apply the science’. There are changes afoot here, too. According to our experts, consumers are becoming as concerned about the source of what they put on their body as what they put inside it. Jane Kellock, author of fashion blog, the Women’s Room, thinks the age of the wonder scientific ingredient may be over with consumers becoming increasingly sceptical. “I think the consumer is catching onto the fact that these words are made up. They want their ingredients to be either natural and restorative or noninvasive miracle workers that do what Botox and the like do, but without the chemicals.”
5
Dragon
A representative from skin care brand Naked thinks the provenance of ingredients will be an important trend: “It’s not just about whether they’re fairly traded, but where they are manufactured and how this resonates with individuals and their local communities.” She sees a real opportunity in producing affordable and natural products. “The choices for those trying to avoid unnecessary chemicals and looking for natural ingredients are still largely limited to brands with a high price tag. Natural shouldn’t break the bank.” Nikki Austen agrees: “With manufacturing, farming and raw ingredient certification laws changing, sustainability is more than a fad. There will be no going backward. With brands such as L’Oreal and Estée Lauder acquiring companies focused on sustainability (brands like the Body Shop, Aveda, Ojon and Origins), it will become embedded across their portfolios and into the fabric of the category.” She sees natural ingredients, like fruit oils and spices, increasingly taking a central place in the ingredient list. “Turmeric has been highlighted for its skin whitening properties, which clearly has huge implications for the market in Asia. Nutmeg is the latest to be tapped for beauty benefits: anti-ageing and wrinkle plumping.” But Joshua Scott Onysko, founder of Pangea Organics, strikes a note of caution. He
Naked lays its provenance bare.
All round good for you, good for the planet from Body Shop.
Odacité produces superfresh batch dated products with a sell by date.
HIT+MISS
Rockface Ventur– The new kid on the burgeoning male grooming block is offering mainstream men a mineral based grooming range. With a cool name, a subtle ‘extreme sports’ identity and lots of techy sounding ingredients, it naturally lifts endorphin levels through to boosting collagen.
100% NATURAL
Living Nature is one of the world’s first companies to produce products free from synthetic preservatives and parabens. It derives its ingredients from New Zealand’s very own unique flora, much of which can only be found in this part of the world.
livingnature.com
believes much more consumer education is needed about the effectiveness of natural products. “The majority of the population has no easy access to the truth and many manufacturers are putting out very mediocre products, which are turning off the early adopters altogether.” With these trends pushing mass market brands overall, which audiences are still poorly served and waiting to be won? For Jane Kellock, older women are poorly targeted by brands: “Older women are still overlooked, unless they want to look younger. What about older women who are happy and healthy and just want to maintain what they already have. It’s always all about anti-ageing. There are some women who don’t want to look younger, just healthy.” For Nikki Austen, there is still much to be done in the care of ethnic skin, hair and
body. “It’s still treated as a specialist audience, outside of the mainstream demographic and in a rather pedestrian way.” But whoever they’re targeting and whatever they’re looking for, experts agree that the digital world is changing the game in how brands develop relationships with consumers, new and old. As Nikki Austen sums up, for women, in store experience is still vital for a first time purchase, but the digital world has shifted their frame of reference completely: “The eternal quest for the perfect product means women are always open to new product temptations. The internet has intensified this quest, allowing them to question every choice. Women are their own health and beauty experts now and using the internet to challenge traditional advertising messages. They use their online searches to find out about the experiences of others. Any over claim will be exposed.”
Bioeffect - The hi-tech barley based Icelandic scientist creation has caused a stir beyond its frozen homeland. Containing EGF cellular activators that create a unique naturally derived rejuvenating serum, this potent, space-age styled cool customer looks as desirable as efficacious. NaTrue– is not a product but a new beauty product certification that uses a quick response bar code graphic, readable by smartphone app which leads the user automatically to a web link that provides all the product information the consumer could need. On the button for the rising number of information hungry ‘researcher’ consumers in the category. Lanolips – Is this all natural lanolin wonder product too good to be true ? Claiming to cure chapped lips, dry cuticles, dry, itchy skin, or even dry nasal passages... and more. We fear the brand will either fall into a ‘worthy chap-stick’ category or with its multipurpose benefits, seem ‘all things to all men’. And since when have sheep sold beauty? Sell the sizzle guys! Bremmen 6 in 1 – Has no one mentioned that consumers have tired of brands that clean, soften, tone and moisturise and walk the dog while they’re at it? Touted as Miracle Cream, we predict this brand will be more QVC than OMG! Get real and talk sense, the days of pure hope in a bottle are over!
Dragon
6
e l b i d E Gels!
Essen oil ca tial psules
WOND WASHER !
HITEN S KIN!
7
Dragon
e r o t s Re in! Sk
l a r Natutox! o
s r a e 10 y ger youn ANTI AGEING NUTME G
Wrinkle plumping!
high TeCh meeTs suPerCharged naTure —
Body care today is giving the advanced world of skin care a run for its money. But are the biggest changes still on the horizon? We asked Annika Doust, Marketing Director of Radox, what lies ahead. Q: What are the big emerging category trends or themes? A: I think we’re going to see an erosion of the barrier between skin care and personal care. We’ll get the long-lasting, tangible effects that we expect from leaveon skin products from having a shower. Claims today are still relatively ‘soft’, but that will change. You’ll see shower gels that moisturise all day or that have SPF sunscreens to protect. There’ll also be a more targeted, personalised approach with brands micro-targeting different consumer groups whether that’s teens, men or older consumers. Q: How will modern life change the way we bathe, style and groom in the future? A: Lack of time will continue to be a big factor. We want fast impact and the technology is developing to deliver that. Bath and shower has been relatively low tech, but that’s going to change with applicators that enhance the effect of the product and mean we have to use less of it. We’ll also see different formats – it won’t be just liquid, but mists or solids.
Q: Who are the overlooked audiences or unmet needs? A: There’s still a lot more potential in targeting men. They don’t care about the ‘magic ingredient,’ what they want is benefit – particularly relieving stress and muscle aches after sport. It’s about the right product with the right benefit, but the language is important, too – making it relevant to them. Q: What are the next ‘hot’ ingredients? A: It’s going to be all about the power of nature: microbiology, bacteria, probiotics. The use of food grade ingredients is becoming important – it builds belief in efficacy because ingredients are the best quality. We’ll continue to see superfruits, which are great for antioxidants. Argan oil is starting to appear all over the place – I’ve even seen it in shampoo and hairspray. Q: What about sustainability? A: There’s definitely increasing awareness of water and energy consumption. We’re seeing manufacturers producing showers that mix air and water. In Europe
refillable packaging is taking off, but it’s had less of an impact in the UK. But when it comes to consumer demand, sustainability messages can be polarising – at least as far as their bath or shower experience is concerned. For some, it’s central, but others may kick back: “My shower or my bath is my five minutes of sanity.” Q: What innovations in or out of category should we be watching? A: Technology. Applicators enhancing performance – that’s the exciting area. The Garnier caffeine eye roller has been so successful, you’re seeing the format popping up all over. Personal care has gone to high tech with developments like sonic cleaning. But there’s still a ridiculous gap between the flannel at one end and a really high tech, high end device at the other. What we want is something in between, that’s really clever, but simple; that works with the skin, but is accessible and keeps the price down. This sort of technology could deliver lots of different types of benefit from stress relief to skin care. Dragon
8
Unilever’s Sustainable Living programme commits the company to reducing packaging across their portfolio and promoting the reuse of primary packaging. They plan to extend the use of refills beyond developing countries, where they have been successful already, and promote the cost and convenience benefits to consumers in developed markets. This could have a significant impact on what becomes ‘normal’ packaging within personal care products, and act as a spur to many other companies to place an increased focus on more sustainable packaging. Up until recently, personal care as a sector appeared to lag behind other categories such as food and drink and detergents in terms of sustainable packaging innovation. The brands pioneering ethical credentials were focused more on organic and fair trade ingredients than on the impact of packaging, with the exception of Aveda, 9
Dragon
UNILEVER'S SUSTAINABLE LIVING PROGRAMME
“We will provide consumers with refills in our home and personal care portfolio to make it possible to reuse the primary pack.”
which has consistently taken a holistic approach, developing products and packaging with serious sustainability credentials. However, many of the ethical pioneers are now also examining their packaging (example Tom's of Maine compostable plastic wrap), reflecting consumers’ continuing concern about the wastefulness and irritation of excessive or over-specified packaging. And many major brands (like Adidas) are aiming to reduce packaging weight and experiment with new more sustainably sourced materials. One objective is to relieve consumers of the guilt burden associated with disposing of high specification packaging. The toothbrush brand Preserve has an innovative (although perhaps not highly convenient) solution to this dilemma. The pack can be used to post the used toothbrush back for recycling, so the company collects both brush
and pack for recycling. This is a step towards a complete ‘closed loop’ system. Will these changes towards more sustainable packaging materials be echoed in the graphic look and feel of pack design too? We are seeing simpler, less cluttered, more iconic designs, to enhance shelf stand out. Will we also see fewer elaborate coatings and print effects and the use of fewer colours? Green graphics, which considers issues such as the inks used, the printing techniques – even the amount and numbers of colours used – should become part of graphic design best practice. But of course it’s essential for personal care products to both inform and inspire – and the next challenge for designers will be how to ensure great impact on shelf, reduced environmental impact and the ability for the pack design to communicate sustainable product stories. Dragon
10
facing up anD sTanDing OuT
Staking the claim
PlumPing, Polishing and Priming – there’s a lot going on in the world of Personal care when it comes to language, naming and claiming. we identify the significant shifts and exPlore where the future ‘new news’ is likely to come from.
TO EFFICACY AND BEYOND Once upon a time, products staked their reputation on one big claim, now they offer up either focused, nuanced benefits or a kaleidoscope of subtle effects. Ratcheting up claims has ultimately left many personal care brands with no where to go, so a more creative approach is coming to the fore. Hyper Efficacy – beyond proof E45 set the tone with Endless Moisture. Now the language of personal care references other worlds, often fantastical and imaginative, where we don’t demand or expect proof. From Maybelline’s Dream Mousse, to Good Things Miracle Mattifier Moisturiser, or Soap and Glory’s Hocus Focus Instant Visual Flaw Softening Lotion and L’Oreal’s Volume Million Lashes Mascara which launched as the new gold standard in mascara, commanding: “Don’t just volumise, millionise your lashes.” Specific Efficacy – track the benefit If you can’t give consumers proof they expect then give help and guidance on how to find it themselves. Take ROC’s 12 week challenge “Give us 12 weeks and we’ll give you visible wrinkle reduction”. And it’s not just science-based brands expected to qualify themselves, but natural ones too, like Kiehl’s Midnight Recovery Concentrate “One night. 2 drops. Younger looking skin by morning”. Some brands, of course, use both, like Soap and Glory’s Wish Upon a Jar’s 21 day Collagen Overhaul Cream. Back to Basics – just use it In a world where consumers are bombarded by 11 Dragon
‘bigger, better’ claims, some brands have taken the brave decision to remove all hype altogether and let consumers decide for themselves. Bread&Butter – a new male skin care range – launched in Canada at the end of 2009 – was set up with the mission “To create products where nothing is put in, said or done that is without purpose.” Bread&Butter is the brain child of Brian Lau who after years of building others’ beauty brands (including Dove, Aveda and Burt’s Bees) was fed up with the general lack of morality and straightforwardness in the sector. ‘SOFTEr’ SCIENCE The second big shift we’ve observed is from cold to warm science. With more people worrying that science can have an unintended, sometimes harmful effect, we no longer marvel at the human endeavour involved. We want reassurance that the scientific breakthrough of the lab will work in harmony with our bodies and the wider world.
Bareface skin care
Product names reflect this commitment to calling a spade a spade with Daily Face cleanser, Daily Shave gel, Daily Face moisturiser making up the core of the range.
breadandbutterskincare.com
The big cell sell Detailed descriptions of how products or ingredients work with or in cell structure are appearing in everything from creams to smooth on or oils to drink up. Aveeno promises results “with natural colloidal oatmeal” i.e. small enough to enter cell structure. Decleor Prolagene gel “supplies deep tissue with the active ingredients necessary for reconstruction of its natural collagen.” Nivea DNAge Cell Renewal claims to increase surface skin cell renewal while Intelligent Nutrients offers to battle stress and fight ageing with a couple of spoonfuls of Intellimune Oil a day. The language of living, interconnected systems The language of growth, renewal in skin and wider nature is at the heart of other credibility claims. L’Oreal Youthcode puts 10 years of study of the science of genes and its implications for skin recovery at the centre. Skyn Iceland’s Biosphere Complex relies on the intensity and power of pure ingredients from Iceland’s untouched environment.
PuT POSITIvElY The third big trend in claims and language we’re seeing is a move away from ‘defend again’ and ‘damage repair’ to ‘strengthen and compensate’. As many of us strive to live healthier, more environmentally sensitive lives, we’re increasingly embracing the positive effect of the great outdoors on our wellbeing rather than seeing it as an enemy. Skin care language is evolving to reflect this more sophisticated view. Clinique’s New Derma White Anti-Aging Serum and Hand Cream launched earlier this year talks of improving epidermal strength as well as retaining moisture. So the next few years could see a subtle, but important shift in our skin care vocabulary, tone and style. Flights of fantasy or understanding biology, setting clear expectations of results or embracing the positives of the great outdoors. It’s time to take stock and look at what the language you’re using says about you and who its really talking to… Dragon
12
TrendWATCh —
The pursuit of beauty may be eternal, but new ways of thinking are emerging about the future of personal care. From the extreme and invasive to light touch application and working with the body. From defying age and the elements to celebrating a youthful outlook and relishing the outdoors. From the highly scientific to good enough to eat. From surrendering to the salon to becoming in-home professionals. We take a look at the trends over the next two to three years and what consumers might be looking for to help them feel happy in their skin.
01 ConsCienCe Care
Skin care, so some claim, will be the next target for consumer activists with brands under the same scrutiny and criticism as the fast food industry a few years ago. True or not, the future for savvy personal care players will be in letting consumers enjoy a conscience as clear as their skin through ingredients, application and packaging. MADE FOR MAN – NATURALLY
Bulldog promises to be the planet conscious man’s best friend with wash and shave products containing natural ingredients. Details of what goes into each product is conscientiously listed and the shave gel even features fair trade green tea.
meetthebulldog.com
13 Dragon
TREnDWATcH COMPLETE ECO-CENTRICS
Pangea Organics are on a mission to create a more sustainable future ‘one bottle, bar and jar at a time’. All products are made in small batches using organic ingredients with the aim of proving that natural doesn’t mean compromising efficacy.
pangeaorganics.com
TRUE BRIT
Green and Spring say their range is ‘inspired by wild, ancient hedgerows’ and everything is based around herbs and flowers native to the British Isles. Products are 100% natural plant materials, incorporating everything from walnut shells for exfoliation to elderberry to brighten the skin.
greenandspring.com
Dragon
14
TREnDWATcH
02 glamanomiCs
When the economy buckles, it’s no time to abandon the beauty regime. The smart consumer simply learns to love DIY and makes the beauty of thrift a personal statement. Home becomes the spa, skin clinic or, at its most extreme, personal day surgery.
DEEP CLEAN
The wonders of sonic technology move into home skin care. Used by dermatologists and spas as a pre-treatment, the Clarisonic range of brushes are available for the DIY-er and claim to provide ‘the deepest and most gentle cleanse you will ever receive from home’.
clarisonic.com
15 Dragon
TREnDWATcH ABSOLUTELY FLAB-U-LESS
Nip+Fab’s Tummy Fix flew off the shelves when it was launched with its promise of a flatter, more toned tum in just six weeks. The credentials of its premium sister brand Rodial helped give it a warm welcome into the affordable beauty market and it hasn’t looked back.
nipandfab.com
DOMESTIC DERMATOLOGIST
According to New York dermatologist Dr. Dennis Gross with the right products women can see the results it might have taken a visit to the dermatologist to achieve. The Dr. Dennis Gross Alpha Beta Peel is designed to be the skin equivalent of a daily workout.
dgskincare.com
Dragon
16
03 suPerCharged naTure
It’s always been a category truism that however much consumers say they love natural, they buy science. Now nature is fighting back with supercharged ingredients, grown, picked and extracted for potency – high altitude, first pressing, arctic grown. Treatments and cures inspired by old wisdom or ancient custom and supported with evidence could well be giving the test tube formulations a run for their money. NATUROCEUTICALS
Naturopathica is billed as the first American performance based natural brand. It promises the marriage of centuries old traditions with breakthrough science to produce state of the art skin care with proven results. All products are ECOCERT certified and clinically tested.
naturopathica.com
TRULY SCRUMPTIOUS
According to Natural Organic Edible Cosmetics, up to 60 per cent of what we slap on our skin ends up in the bloodstream. Their range of skin care is made from all edible, vitamin enriched, high anti-oxidant fruit, vegetables and botanicals. ‘The food we eat for the skin we wear’ is the mantra behind the approach.
noecosmetics.com
17 Dragon
TREnDWATcH NATURE’S TECHIES
To overcome the fears that ‘natural might be nice, but will it work?’ REN talks the language of science, but its ingredients are pure nature. ‘High tech bioactives’ give the promise of performance without synthetics. They’re happy to borrow the terms we’ve come to recognise, talking of ‘natural peptides’ as a ‘safe alternative to Botox’.
renskincare.com
Dragon
18
19 Dragon
Spa in the city
—
Sanctuary has come a long way since it opened the doors of its luxurious and exclusively female spa in 1977. Since those pioneering days, Sanctuary’s celebrated day spa in the heart of London has spawned a multi-faceted brand boasting household recognition. The secret behind the Sanctuary’s success appears to be their ability to tap into the zeitgeist: to deliver what women want through the development of a raft of successful treatments, retail products and spa experiences. The secret weapon is the brand and how it embodies this success and translates it to everything they touch. So the latest triumph has been the launch of their new city spa concept and Dragon Rouge had the pleasure and the challenge of translating their successful brand formula to more urban and fast paced locations. The result has been a formula of the best that Sanctuary has to offer for women on the go, rather than cut-down versions of the famous mother spa. However, the decision to extend the Sanctuary brand wasn’t clear-cut when we first started out on the journey to the high street. As with every apparent brand opportunity, it’s important to evaluate the risk. As a rebottled and express version of the original spa offer, with new
extensions to results-driven and medi-spa treatments, it was important to carefully examine and research the brand’s DNA in order to judge whether the brand could stretch. And if so, what may need to adapt. In addition to the broader range of treatments, the new spas also offer relevant social indulgence such as Champagne Manicure bars as well as a smart, fresh and interactive retail space. It’s fair to say that all of these variations are a welljudged move by the Sanctuary team to hero their core strengths and grow the brand’s share of sales and perhaps more important for the long term – a share of a changing woman’s lifestyle. “We aim to give a full and unique experience where guests come out feeling totally relaxed and revitalised.” Says Emma Keyworth, Head of Spa Marketing. The dilemma was which face of the brand should talk to the high street customer, the blue spa heritage or the shelf-striking orange? At the time, this was a real brand crossroads and
the direction after careful and well researched debate, was to take a marriage of the best and contemporise the equities for a new urban chapter. We think it works but crucially, the savvy women of our nation’s cities are voting with their feet and choosing to spend their wellearned time there. The first site opened its doors in August 2010 in The Grand Arcade, Cambridge, closely followed by the opening of a refurbished Body Experience spa acquired by Sanctuary in Richmond and a third site in Bristol. These new spas will be pilots for up to a further 12 new sites to be opened over the next three years. Dragon
20 21
LOOK WHaT WE fOunD
We all know that wasting water is bad, but if, despite your best intentions, you need an in-your-face reminder ‘Stop the Water While Using Me’ line of bath & body products will be available next year. stop-the-water-while-using-me.com
Forget cotton wool, let alone the good old flannel. Neutrogena Sonic Wave promises to get skin 50 times cleaner than manual cleaning and you get a massage at the same time. neutrogenawave.com
With its philosophy taken from its name, meaning enlightenment, Bodhi considers both our well-being and the impact that our personal care routines have on the environment. Responsible indulgence at its best. bodhi.uk.com
The website may look like a spoof, but ‘the People’s Choice’ Egyptian Magic Healing Cream has some starry endorsements & promises to be 100% natural. egyptianmagic.com
21 Dragon
‘Yes to’ takes your five a day to a whole new level. Organic fruits and vegetables to nourish and hydrate skin naturally and a recipe for every skin type from carrots to blueberries. yestocarrots.com
Less is more – saving time, money and still looking great is what every have-it-all woman wants surely? Tarte Cosmetics 4 Day Stay Lash Stain with Polyflex technology mascara allows mineral derived pigments to adhere to lashes for extended wear-time. tartecosmetics.com
TO BE cOnTinuED...
Dragon
call us
ABOUT DRAGON ROUGE
GET IN TOUCH
PRODUCTION
Dragon Rouge is an international consulting business. We believe a brand’s real job is to change how people think, feel and act. We know this requires a deep understanding of where the world is heading, how people operate within it and the imagination to influence it. We use these insights and creativity to give brands the power to create change.
As you can see we have some interesting thoughts on brands; what works, what doesn’t and what should never have been tried in the first place. If you do have a branding challenge that you’d like to discuss or if you’d like us to explore a new issue altogether, give us a call or send us an email, we’ll give you a fresh perspective, challenge your thinking and probably make you laugh as well.
John Cox
We are independent in ownership and outlook and this gives us the freedom to look at things differently and to challenge standard expectations. We do this from seven locations across the world, working as a team of 350 individuals to maximise client opportunities using insight, innovation, strategy, design and communication. For more than 25 years we’ve been known for our thinking and our creativity, for getting things done, delivering results and for giving our clients the confidence to pursue the future they desire.
DRAGONFLY 1 CRAVEN HILL, LONDON, W2 3EN
T F E W
+44 (0)20 7262 4488 +44 (0)20 7262 6406 dragonfly@dragonrouge.co.uk dragonrouge.co.uk
DRAGON ROUGE GROUP
Dubai Hamburg Hong Kong London New York Paris Warsaw CREATIVE DIRECTOR
Lavinia Mirabella-Greco EDITORIAL DESIGNER
Craig Brooks
EDITOR
Kate Waddell MANAGING EDITOR
Kerry O’Connor Donna Chan CONTRIBUTORS /IMAGE SUPPLIERS
Aveda Body Shop Bread and Butter Bull Dog Clarisonic DG Skincare Green and Spring Living Nature Naked Natural Organic Edible Cosmetics Naturopathica Nip + Fab Odacité Pangea Organics Preserve REN Sanctuary Soap and Glory REPRO AND PRINTING
Printed by Beacon Press on Evolution Uncoated stock, which is FSC certified and 100% recycled.
Dragon
22