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VISUAL STR ATEGY GUIDE
BO N N E BELL V I S UAL STR ATEGY GUI DE
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
OVERVIEW
Hi, there.
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V I S U A L S T R AT E G Y G U I D E
CONTENTS
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02.
THE HERITAGE
THE FUTURE
Our History
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Our Vision
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Timeline
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Our Mission
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Our Audience
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Previous Look
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New Look
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BONNE BELL
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OVERVIEW
03. THE COMPETITOR Current Competitors
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Adjacent Competitors
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Future Competitors
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Sources
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V I S U A L S T R AT E G Y G U I D E
OVERVIEW
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Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.
The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
Where we were.
BONNE BELL
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OVERVIEW
THE HERITAGE
Our History Timeline
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OVERVIEW “It is confidence in our bodies, minds, and spirits that allows us to keep looking for new adventures.” Oprah Winfrey Talk Show Host, Actress, Producer
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.” philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
V I S U A L S T R AT E G Y G U I D E
BONNE BELL
OVERVIEW
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OVERVIEW
BONNE BELL
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OUR OVERVIEW HISTORY It believes that free self-expression is beautiful.
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.” philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression.
In 2007 the company largely relocated to Australia, and reduced American domestic representation. The relocation was largely at the request of the Vice President of Ideation, Hilary Bell to the then CMO, James Ward, in a bid to globalize the “Smackers” Brand. By 2009, the company had returned to the United States.
Bonne Bell was founded in 1927 in Lakewood, Ohio by Jesse Bell, who was a cosmetics salesman from Salinas, Kansas. He came to Cleveland and began the company, which he named after his daughter. Bell made his products on a hot plate in his basement and sold them door to door during the Depression. In the 1970s, they expanded into a popular range of lip balms called Lip Smackers which became the company’s signature product and marketed for the teens.
In January 2015, the company announced that the Bonne Bell and Lip Smackers brands would be acquired by Markwins International, though Bonne Bell will continue to distribute other brands in Europe, Asia, and Australia under the name Bell Family Brands. In accordance, the company also announced the partial closure of its headquarters effective March 2015.
Bonne Bell has partnered its Lip Smackers brand with many confectionery brands. In 1975, Bonne Bell created its first partnership with Dr. Pepper to create Dr Pepper scented lip gloss. Lip Smackers has also partnered with brands like Mars, The Coca-Cola Company, and many Disney brands. In 2014, Swarovski partnered with Lip Smacker to produce three of their biggies, a larger version of a normal Lip Smacker, covered in over five hundred genuine Swarovski crystals.
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TIMELINE
1972 The company has sponsored 10K marathons in 15 cities and many charitable races.
1975 Bonne Bell created its first partnership with Dr. Pepper to create Dr Pepper scented lip gloss.
1927
1927 Jesse Grover Bell founded the company in Lakewood, Ohio.
1950s The company actively pursued the outdoor market and developed sun blockers, heavy-duty moisturizers, and lip protectors for skiers, hikers, and joggers.
1973 Bonne Bell introduced a flavored lip pomade called “Lip Smackers� aimed at pre-teens and young teens.
1985 The Bell family owned and operated business had grown into a $50 million enterprise.
BONNE BELL
2005 Bonne Bell, the long-time public face for Bonne Bell comapny died at her home in Rocky River at age 82.
2017-present Bonne Bell continues to distribute other brands in Europe, Asia, and Australia under the name Bell Family Brands.
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1996 The company introduced the best known Bonne Bell cleansers named “10-0-6.�
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2002 The company’s founder, Jesse Bell, a long-time running enthusiast-was name the honorary chairman of the Moondog Marathon.
2015 The company announced that the Bonne Bell and Lip Smackers brands would be acquired by Markwins International.
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V I S U A L S T R AT E G Y G U I D E
OVERVIEW
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Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.
The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
Where we will be.
BONNE BELL
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OVERVIEW
THE FUTURE
Our Vision Our Mission Our Audience Previous Look New Look
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V I S U A L S T R AT E G Y G U I D E
BONNE BELL
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OUR VISION Bonne Bell will go beyond creating cosmetic products, and expand on its origin of confident self-expression.
We will take a holistic approach to beauty. That is, not only focus on outside beauty, but also on the deep inner beauty. We intend to create a supportive and encouraging community where authenticity is appreciated, courage of self-expression is emphasized, and confidence is learned. There is potential for expansion in educational, experiential and service opportunities that equip young women with the power of speaking up and have their own voice. It can also partner with various organizations to further empower young women to believe they can do anything, and provide resources to support their professional development.
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OUR MISSION Our mission is to empower young women to appreciate who they really are, embrace free self-expression, and achieve their ambitions.
In the past, Bonne Bell primarily focuses on teen cosmetics, and with an emphasize on the aesthetics of face, with a little touch on the inner beauty, thus limits itself on one aspect of human beauty and power. The new Bonne Bell will take a holistic approach to beauty. That is, focusing on building confident inside out, bring face, body and spirit together, thus empower users the courage of free self-expression. The audience will be shift from teens to a more sophisticated demographic group—young women.
V I S U A L S T R AT E G Y G U I D E
BONNE BELL
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PREV IOUS POSI TI ONIN G
Face Body Spirit
N EW POSI TI ONIN G
Brand Soul
Confident self-expression inside and out.
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K EYWORD 0 1.
Empowered The outside courage to take control of your own lives.
BONNE BELL
“Our goal is to encourage young women to express their inner beauty as well as their outer beauty through free expression.” -Jess Bell Jr. Founder of Bonne Bell
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KEYWORD 0 2.
Confident The inner courage. Believe in yourself, and be free to express who you are.
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“We believe that self-expression is beautiful.” -Jess Bell Jr. Founder of Bonne Bell
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KEYWORD 0 3.
Authentic Be true to your past and what makes who you are.
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“It was around for that first kiss, that first boyfriend—it’s part of how we remember that time of our life and ourselves. Carrying it around brings you back to that—that’s powerful stuff.” -Jess Bell Jr. Founder of Bonne Bell
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OUR AUDIENCE
Identifying user archetypes is an essential part of understanding potential audience for Bonne Bell. A user persona is a representation of the goals and behavior of a hypothesized group of users. In most cases, personas are synthesized from data collected from research. There are 8 personas identified—6 of them are in the spectrum of the target audience, 2 are out of the spectrum. Personas are described in an order from the most centered target audience to the least ones.
V I S U A L S T R AT E G Y G U I D E
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Alex Fisher
Leah Johnson
Christina Walter
Sophia Gonzales
+ Ashley Bilson
Jina Kim
Mark Rogers Raj Karishna
+ Center
The most centered target
The least centered target
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Urban Spirit “I believe that I’m the most unique person in the world. I love myself and I cherish my past because they make who I am.”
Ashley Bilson 22-year-old Sales at a Department Store Chicago, IL
• She is obsessed with finding things that are cheap and with good quality, and usually shops at small indie stores in her neighborhood. • She has her own criteria for cosmetic products. She prefers things that not only make her look good but also say who she is. • She has two younger sisters and two brothers. She always takes good care of them and is their role model. • She is fascinated with cosmetics, and she always dreams of becoming a professional dermatologist. • She watches various makeup tutorials and tries out new looks because she wants to keep herself attractive and creative. • She loves to collect vintage products and has her own collection of childhood products because those things remind her of old good memories and friends. • Beside her everyday work, she serves as a makeup artists for a lot of local events.
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Young Fashionista “I admire my grandma so much. She puts on makeup everyday and makes herself as polish as she can every moment in her life.”
Sophia Gonzales 19-year-old High School Student Seattle, WA
• She has a close relationship with her grandmother, and she remembers her grandmother as a womon who always put on perfect makeup because she sees beauty as power. • She is curious about makeup, and very sensitive about her appearance. • She usually checks out cosmetic products at Walmart, Target, Walgreens to find cheap products. • She prefers to get what her friends have or recommends because she wants to be part of the group. • She tends to be attracted by the exquisite packaging of a product. • She watches a lot of makeup tutorials and practice a lot with her friends. • She thinks that makeup keeps her confident and energetic all day long. • She is busy with extracurricular activities in school. She enjoys doing makeup as a break from time to time because it relaxes her.
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Caring Mom “The best thing I can give to my children is my participation in every moment of their lives.”
Christina Walter
• She stays at home to write for a magazine that focuses on family and parenting.
32-year-old
• She has two daughters and one son. She grew up in a family where everyone could express themselves freely and make decisions together.
Writer San Francisco, CA
• She spends a lot of time taking care of her children because she believes it is time well-spent. • She visited various preschools before putting her children in a specific one. She always makes sure that her children get the best. She believes a solid education has great impact on the development of the children. • She visits bookstores regularly, trying to keep herself up-to-date on the latest information regarding child development and education. • She likes outdoor activities and always takes her children outside as often as possible. She believes that a strong body is the foundation of a tough character. • She actively participates in local community events and is a member of the Parent Teacher Association. She keeps herself close to the community and resources.
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Shy Introvert “I’m tired of being invisible and not speaking for myself. I want to make a change.”
Jina Kim
• She grew up in a conservative Korean family where girls are considered polite, soft, and elegant.
18-year-old
• She always feels anxious and stressed because she is the only child in her family and her whole family counts on her.
International Law Student Pittsburg, PA
• She did not grow up being considered as an “attractive girl”. She always puts on simple clothing, with light or no makeup. • She is afraid of making friends and attending school events because she does not feel comfortable speaking in public. • She always sits in the last row and tries to be invisible to her classmates and instructors. • She works hard in school and always gets good exam scores but lacks class participation. • She is tried of always trying to follow instructions rather than follow her heart. She wants to make a change but does not know how. • She is interested in social events that encourage girls to be powerful, strong and independent.
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Ambitious Leader “I’m a firm believer that action can solve so many worries, and just powering through, no matter what, can give you the confidence you need when you feel like you’ve got nothing to offer.”
Leah Johnson 43-year-old NGO Director Cleveland, OH
• She works for a non-profit organization, and is in charge of finding good partnerships for the organization, and stays connected with other organizations. • She is a single mom of a teenage girl. She always lets her daughter choose what she wants, make her own decisions, and encourages her to love herself. • She has dealt with different people from various cultural backgrounds over the years. She believes that power is the result of providing the tools for empowerment. • She cares about the development of human beings, and tries hard to support it. • She is volunteering at various community programs that support youth development. • She has given TED talks. She loves to share her stories and other people’s stories to encourage and inspire more people to get involved in NGOs. • She loves makeup that has a good soul—it’s not only about natural ingredients but also keeping the real her.
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Active Explorer “A strong body makes a strong mind. Never too late to make a change.”
Mark Rogers
• He believes that a strong body is beautiful and girls can have muscles.
27-year-old
• He loves nature and is an active member of hiking and skiing clubs.
Fitness Instructor New York, NY
• He is always on his way to explore and travel around to keep himself open-minded, and stay healthy. • He used to be shy and not confident as a teenager because of his body. He decided to change and understands how important it is to be confident. • He has hosted various bootcamps and fitness activities to all age groups over years, and has successfully helped people to achieve their fitness goals. • He actively attends different parties and events to make friends because he is interested in knowing people from different backgrounds. • He wants to help people not only become strong, but also become powerful and confident.
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Devoted Techie “Work is always my priority.”
Raj Karishna
• He has worked at a medium-size traditional tech company for almost ten years.
40-year-old Software Engineer
• He chose to stay in the United States after he finished his graduate study in Computer Science.
San Jose, CA
• He has two boys, and lives with his parents and wife. • He is fascinated by coding, and is a active member of tech forum. • He has a tight schedule every day, and he always sticks to his schedule because he believes that getting things done is the key to success. • He always attends tech conferences, networks with other engineers, and is preparing to start his own tech company. • He does not shop at all because he thinks work is always his priority.
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Isolated Loner “I never understand people, and this does not bother me at all.”
Alex Fisher 65-year-old Farmer Granbury, TX
• He was a rebel when he was young. He left home when he was 16 and does not have very close connections with his family. • He was a professional tattoo artist when he was young, and he thinks it is the best thing ever in his whole life. • He has his own tastes in style and he still practices tattoo for fun because he sees it as a strong personal identity. • He has lived alone on his own farm far away from the city for years. He never liked living in cities and tired to stay far away from them. • He does not go out often and he does not care about what’s happening outside his farm. • The only thing that lets him be with people is the Farmers’ Market every week. • He does not know any cosmetic brands. The only thing he uses is a hand-made soap he gets from the Farmers’ Market.
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
V I S U A L S T R AT E G Y G U I D E
BONNE BELL
OVERVIEW
“A woman with a voice is, by definition, a strong woman.” Melinda Gates Co-founder of Bill & Melinda Gates Foundation
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Bonne Bell
V I S U A L S T R AT E G Y G U I D E
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PREVIOUS LOOK
Bonne Bell targets at teen cosmetics market from its start. It celebrates the youthfulness of teens—it is young, energetic and colorful. Its origin focuses young and beautiful at the outside, with a little tough of the inner side. The visuals embody the life of individuals at their puberty. They are obsessed with their appearances and what others think about them, and they are still in the process of exploring who they are.
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V I S U A L S T R AT E G Y G U I D E
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NEW LOOK
Bonne Bell takes a holistic approach to beauty and power. It will continue focus on building confidence inside and out through self-expression. The new visual will also emphasize on showing the whole picture of an individual’s inner and outside beauty—maturity, independence, sophistication, personality, intelligence, ambition, and a positive attitude towards life.
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V I S U A L S T R AT E G Y G U I D E
OVERVIEW
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Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy.
The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
Who we compete with.
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OVERVIEW
THE COMPETITORS Current Competitors Adjacent Competitors Future Competitors Sources
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MAKEUP
MAKEUP / SK INCA R E
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CURRENT COMPETITORS
The current competitions are companies that make and sell cosmetic products to young audience with affordable price. Those company either offer quick-fix to appearance problems or advocate only one aspect of beauty. This includes traditional cosmetics brands as well as skin care brands. Bonne Bell targets at teen cosmetic from its very start, this is a unique selling point. In addition, it has a core of encouraging young girls to embrace their inner beauty, to love and express who they really are. It believes that the courage of free self-expression is beautiful. This core differentiates Bonne Bell from other cosmetic brands that only emphasize on the outside beauty.
BENEFIT A manufactures of cosmetics specializes in quick-fix products for beauty dilemmas.
BAREMINERALS A cosmetics and skin care company that prides in problem-solving cosmetics that “perfect and pamper.”
MAC A cosmetics manufacturer whose products were originally intended for makeup professionals, but are sold directly to consumers worldwide.
NARS A cosmetics and skin care company that focuses on various multi-use beauty products.
SMASHBOX An indie-spirit beauty brand that was originally developed to meet the demanding needs of a professional photo shoot.
THE BALM A cosmetics company that boasts a complete line of makeup, skin care, hair care and nail polish. It has “beauty in five minutes” philosophy.
WET N WILD A cosmetics company that trusts beauty destination for all beauty lovers, inclusive of all ages, ethnicity, skin colors, and economic statuses.
CLINIQUE A manufacturer of skin care, cosmetics, toiletries and fragrances, usually sold in department stores.
URBAN DECAY A cosmetics and skin care brand that targets at younger women, although it is not limited to this range, and is also designed to appeal to customers who wish to purchase cruelty-free makeup.
REVLON A multinational cosmetics, skin care, fragrance, and personal care company.
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F R AG R A NCE / HO M E G O O D S
F ITNE SS
FASHIO N
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ADJACENT COMPETITORS
The adjacent competitions are companies that focus on improving the appearance of individuals, feeling confident, positive and healthy. Those brands include fragrance, home goods, fitness and fashion. Bonne Bell differentiate itself from those brands with the core of empowering individuals to be true to themselves and be confident. This is a more powerful and deeper statement that can be carried on.
AESOP A brand produces products like skin care, hair care, soaps and fragrance. It has been noted for design of its products, stores, events and communications which are a singular mix of indulgent product experiences, thoughtful language and modern minimalist design. JO MALONE A perfume and scented candle brand which is known for its expensive perfumes, luxury candles, bath products, and room scents. WEST ELM An upscale retail store that features contemporary furniture designs and other housewares. It focuses on the intersection of modern design, affordability and community. DIPTYQUE A luxury goods company that produces a high-end line of scented candles, perfumes, face and body care. EQUINOX A luxury fitness company focuses on well-being, featuring world-class personal trainers, group fitness classes, and spas.
LULULEMON An athletic apparel retailer company that makes a number of different types of athletic wear, including performance shirts, shorts, and pants, as well as lifestyle apparel and yoga accessories. GNC A commercial enterprise focuses on the retail sale of health and nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energy products. PATAGONIA A clothing company that sells outdoor clothing marketed as sustainable. ELLE A worldwide lifestyle magazine of French origin that focuses on fashion, beauty, health, and entertainment. MADEWELL An apparel company that makes women’s jeans, shoes, bags, t-shirts, dresses, and more.
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F ITNE SS
SO CIA L NE TWO R K I NG
M AGA ZI NE / O R GA NI ZATI O N
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FUTURE COMPETITORS
The future competitors are companies or organizations that focus on improving individual’s confidence inside and out, which is the new focus of the rebranding of Bonne Bell. Those competitors include innovative and inspirational fitness brands that always push people’s potentials and encourage them to stay healthy. Others include social networking platforms that provide individuals varied opportunities to get to know other people, to be ready to embrace different opinions and share ideas, and most importantly, to enjoy every moment. In addition, organizations that inspire and support women to achieve their ambitions also considerably inspire Bonee Bell.
NIKE A multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. Inspiration and Innovation for Every Athlete in the World. FITBIT A company known for activity trackers, wireless-enabled wearable technology devices that measure personal fitness data such as the number of steps walked, heart rate, quality of sleep, etc. LINKEDIN A business- and employment-oriented social networking service that operates via websites and mobile apps. MEETUP An online social networking website/mobile app that facilitates offline group meetings in various localities around the world. TED A media organization which posts talks online for free distribution, under the slogan “ideas worth spreading”.
LEAN IN A nonprofit organization dedicated “to offering women the ongoing inspiration and support to help them achieve their goals.” GIRL UP As the United Nations Foundation’s adolescent girl campaign, Girl Up engages girls to take action. It advocates raising awareness and funds, our efforts help the hardest to reach girls living in places where it is hardest to be a girl. FORBES An American business magazine that features original articles on finance, industry, investing, and marketing topics. It also reports on related subjects such as technology, communications, science, politics, and law. KINFOLK An independent slow lifestyle magazine that focuses on home, work, play, food and community through photo essays, recipes, interviews, profiles, personal stories and practical tips. THE GENTLEWOMAN A magazine for women of style and purpose that offers a fresh and intelligent perspective on fashion that’s focused on personal style.
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SOURCES
CONTENTS http://www.cleveland.com/business/index.ssf/2015/01/the_bonne_bell_co_is_closing_a.html https://en.wikipedia.org/wiki/Bonne_Bell https://www.allure.com/story/lipsmackers-discontinued http://www.instyle.com/news/say-it-aint-so-90s-cult-favorite-bonne-bell-close http://www.refinery29.com/2015/01/81596/bonne-bell-closing http://www.harpersbazaar.com/culture/features/a4056/empowering-female-quotes/
BONNE BELL
PHOTOGRAPHY unsplash.com PHOTOGRAPHER Alejandra Higareda Alexandra Gorn Ali Inay Andrew Branch Anthony Delanoix Aranxa Esteve Benny Jackson Biel Morro Brooke Lark Danielriera Vogue Joshua Ness Kari Shea Marie Clarie Michael Dam Raphael Koh Tim Gouw
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DESIGN Jing (Elise) Fang elisefang415@gmail.com TY P O G R A P HY Apercu Argent P r ox i m a No v a INSTRUCTOR Hunter Wimmer GR604 Nature of Identity 2017 Fall
All rights reserved. No part of this publication can be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopy, recording, or otherwise, without the written permission of Bonne Bell.
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OVERVIEW
Bonne Bell is a cosmetics company targeted the youth beauty market from the start. It promotes a wholesome image and a “Be fit. Look good.� philosophy. The goal of Bonne Bell is to encourage young women to express their inner beauty as well as their outer beauty through free expression. It believes that self-expression is beautiful.
V I S U A L S T R AT E G Y G U I D E