THE BRIEF: DISRUPT THE MEN’S GROOMING INDUSTRY WITH LIFE-CHANGING INNOVATION
CONTENTS 1. Context 1.1. The market 1.2. The Brand 1.3. Advice on skincare 1.4. The millennial male 1.5. The rise of connected tech 1.6. Problem: Air pollution 1.7. Summary of insights 2. Big Idea 2.1. Who? What? How? When? Why? 2.2. SWOT 2.3. Science behind the idea 3. Creative Concept 3.1. Ads with a purpose 3.2. Ads with a message 3.3. Architecture and fashion 3.4. New Masculinity 4. Route to Consumer 4.1. The consumer 4.1.1. Triggers and barriers 4.2. The product 4.2.1. Packaging moodboard 4.2.2. Final design 4.5. The campaign 4.5.1. Design moodboard 4.5.2. Campaign moodboard 4.5.3. Campaign shoot 4.5.4. The invisible enemy 4.6. The app 4.7. Guerrilla Marketing 4.7.1. Installation 4.4.2. Future 4.8. Consumer journey 4.9. Consumer loyalty loop
1. CONTEXT
FIG 1 Invisible Enemy, 2017
1.1. THE MARKET Extensive secondary and primary research was conducted to understand the Male Grooming industry and subsequently how to disrupt it. Insights from this research, demonstrated that men seek a simple skincare routine, with moisturiser being the most common skincare product (Appendix 2.1). Misconceptions and lack of understanding around male skin has led to consumers not taking care of their skin from a young age and creating an attitude where men will react to a problem with their skin (ie. Dehydration, acne) but won’t do anything beforehand to prevent it (Mintel, 2016).
FIG 2 Chalk 2, 2005 FIG 3 Fashion Grunge, 2015
‘AT YOUR SERVICE FOR HELP AND ADVICE ON EVERYTHING THAT MAKES YOU THE BEST MAN YOU CAN BE’ 1.2. THE BRAND L’Oreal Men Expert describes itself as being an ‘expert at being a man’. The brand tagline ‘At your service for help and advice on everything that makes you the best man you can be’ led us to investigate two key areas of research; the advice that the brand gives consumers and their masculine narrative and how well this works with young male consumers.
FIG 4 L’Oreal Men Expert, 2016
1.3. ADVICE ON SKINCARE
FIG 5 Perceptual Map, 2017
After investing the brand products and website, it was concluded that L’Oreal Men Expert is actually at a different position than they perceive themselves to be (as shown in Fig 5). The website itself holds very few, very vague tutorials on how to achieve certain hairstyles. Insights from an online survey, showed that 78% of males think there is not enough advice about skincare and 48% did not know their skin type. It also revealed that men are most likely to go to friends, family or online for skin care advice, highlighting a potential gap in the market for L’Oreal Men expert to tap into.
‘80% OF MEN ARE CONCERNED ABOUT THEIR BODY IMAGE AND APPEARANCE’ - GUARDIAN, 2016
1.4. THE MILLENNIAL MALE The target market for this brief are young males between the ages of 18-25, therefore it was imperative to understand who the modern millennial male is and their behaviour and motivations. While L’Oreal Men Expert portray a very stereotypical masculine persona with celebrity endorsements like Chico Lachowski (Fig 6), research conducted evidenced that the meaning of masculinity has changed within society and male consumers, becoming “more fluid and diverse” (Appendix 2.2). The masculine stereotype is no longer applicable to these consumers and consequently has led to men being insecure about their body image and appearance (Campbell, 2012). In regards to their skin, 75% of young men said they felt self-conscious about their skin (Appendix 2.1)
Theorists believe the development of the ‘Adonis complex’ is because of a modern masculinity crisis, fuelled by the increase of popular culture images of men portraying men as objects of desire (Pope, Phillips, Olividario, 2000) In conjunction with this, the death of the ‘lad culture’ magazines further proves the way men consume media and interact with brands has shifted away from the age-old male ideology (i-d, 2015). With a quarter of men finding it hard to identify with men in advertising and moving away from certain brands (Mintel, 2016), it is therefore imperative for L’Oreal Men Expert to create an inclusive narrative in order to connect with their male millennial consumers.
FIG 6 L’Oreal Men Expert, 2017
“CONNECTED TECHNOLOGIES HAVE THE POTENTIAL TO COMPLETELY DISRUPT HOW WE MONITOR THE SKIN’S EXPOSURE TO VARIOUS EXTERNAL FACTORS” -
GUIVE BALOOCH, GLOBAL VICE-PRESIDENT OF L’OREAL’S TECHNOLOGY INCUBATOR
1.5. THE RISE OF CONNECTED TECHNOLOGY Connected technology is a major trend as research suggests that over 8 billion devices will be connected to the Internet of Things in 2017 with an increase to 21 billion devices by 2020 (Gartner, 2017). By definition the Internet of Things is the interconnection via internet of computing devices embedded in everyday objects enabling them to send and receive data. Only recently has this technology been adopted into the beauty industry, with a wave of products that “promise to deliver unparalleled personalisation” (JWT Intelligence, 2016). For example Kickstarter Mapo, created a face mask which links with the user’s phone and analyses their skin for an optimal beauty regime. Similarly in 2015, L’Oreal unveiled the new ‘My UV Patch’ which is an ultra-thin patch designed to monitor UV exposure and give recommendations and advice by connect to an app (Digital Care, 2017). Post-launch, ‘My UV Patch’ is seen as a success, with regular use demonstrating improvement in consumer sun behaviour and has helped to minimise sun burn among users. (L’Oreal, 2017).
FIG 7 My UV Patch, 2015
SO FAR THIS TECHNOLOGY IS PREDOMINANTLY NICHE AND HAS NOT BE ADOPTED BY THE MALE GROOMING INDUSTRY. THERE IS A GAP IN THE MARKET FOR L’OREAL TO EXTEND ITS INNOVATION IN PARTNERSHIP WITH L’OREAL MEN EXPERT.
“LONDON BREACHES AIR POLLUTION LIMIT FOR 2017 IN 5 DAYS”
GUARDIAN, 2016
1.6. PROBLEM: AIR POLLUTION Looking socially and environmentally, air pollution is a key issue that many trend forecasted predict will be at the forefront of conversation in 2017. This is part of a larger social health and wellbeing trend, as millennials continue to strive for clean and healthy living, both in the present and for the future. (Mintel, 2016). Air pollution has serious health risks including causing premature ageing and skin conditions with traffic pollution the single most toxic substance for skin (Carrington, 2017). It is predicted that consumers will begin to wise up to the issue and the products they choose while brands will endeavour to become part of the solution.
FIG 8 The Invisible Enemy, 2017
As millennial consumers become more politically motivated, it vital that brands involve themselves in important social conversations or risk “alienating consumers who seek a better alignment with their values” (JWT Intelligence, 2017). Brands are increasingly expected to take cultural responsibility with 78% of UK consumers agreeing that companies should take action to address the important issues facing society (Global Strategy Group, 2017). L’Oreal Men Expert can take inspiration from female beauty brands like Elizabeth Arden who launched adverts with real time pollution levels to promote their pollution protected products.
- Men are more likely to react to problems with their skin as opposed to prevent it. - Men believe their isn’t enough advice about skincare - The meaning of masculinity has changed, and the stereotypical masculinity displayed by L’Oreal Men Expert no longer relates to the millennial consumer. - There is a gap in the market for connected technology to be adopted in the Male Grooming industry. - Air pollution is a major social issue affecting all consumers.
FIG 9 Skincare, 2016
Sources: Mintel / JWT Intelligence / The Guardian / WGSN / CeativeRace / Primary research
1.7. SUMMARY OF INSIGHTS
2. THE BIG IDEA
FIG 10 Big Idea, 2016
TO CREATE A NEW LINE OF POLLUTION PRODUCTS, TO COMBAT THE RISING ENVIRONMENTAL ISSUE AND HELP MALE CONSUMERS UNDERSTAND THE IMPORTANCE OF PROTECTING THEIR SKIN WITH AN INTGRATED MARKETING CAMPAIGN. The integrated marketing campaign will be split into three sections: the campaign, the app and the launch event.
FIG 11 The Invisible Enemy, 2017
• Raises awareness about air pollution and importance of protecting skin • Long-term relationship with consumer via app • Immersive, interesting experience • Consumer given advice about their skin and
• Consumers might not want to see damage to their skin • Consumers might not see air pollution as an issue. • Environment considerations needed
actions to take
• Chance to collaborate with brands/charities/ GreenPeace/Government as part of healthcare initiative • Make the idea national/ global
2.2. SWOT
• Other brands who have air pollution products • People may not trust the advice given
IDEBENONE - ANTI-OXIDANT WHICH NEUTRALISES FREE RADICAL DAMAGE PHLORETIN - NEUTRALISES FREE RADICALS FERULIC ACID - ANTI-INFLAMMATORY OMEGA 3 ACID - DEEPLY HYDRATING FIG 12 Science behind the idea, 2017
2.3. SCIENCE BEHIND THE IDEA
A combination of anti-oxidants and anti-inflammatory ingredients
Looking deeper into the science behind the product, it is a combination of anti-oxidants and anti-inflammatory ingredients. Including components such as Phloretin, works to neutralise free radical damage. This happens when these atoms, called free radicals, scavenge the body to seek out other electrons to become a pair. This causes damage to cells, proteins and DNA leading to greater damaged skin. Other ingredients such as Moringa Extract taken from the Moringa leaf also works as an anti-adhesive to repel damaging substances found in air pollution.
MORINGA EXTRACT - ANTI ADHESIVE TO REBEL BAD SUBSTANCES CILANTRO AND ORANGE EXTRACT REMOVES MICROPARTICLES
3. CREATIVE CONCEPT
3.1 ADS WITH A PURPOSE
FIG 13-14 IMB, 2013 FIG 15 New Balance x Hypebeast, 2017
Within our creative concept we looked at advertising with a purpose. These include ads that promote a product based on it’s ability to benefit the consumer and society. This links to previous point about brands taking cultural responsibilty to make an impact and social change.
3.2 ADS WITH A MESSAGE
FIG 16 Air Pollution Ads, 2017
Advetising with a powerful message can evoke an emotional response from consumers and encourage change in behaviours and make people understand the severity of social and environmental issues.
FIG 17 Luciano Pia, 2015
3.3 ARCHITECTURE AND FASHION INFLUENCES Looking at the wider design sectors such as fashion and architecture to see how designers are using innovation to combat and raise awareness for the issue of air pollution. Luciano Pia created an air and noise pollution free house as an escape from urban city life (DesignBoom, 2017). Similarly, Nicholas Bentel used innovative technology to create a jumper which changes colour based on air pollution levels (Morby, 2017.)
FIG 18 Nicholas Bentel, 2016
3.4 NEW MASCULINITY
- MOVE AWAY FROM ‘HUNKVERTISING’ Research shows male millenials are rejecting traditional stereotypes of masculinity in advertising as they find it hard to identify with (Mintel, 2016). Ethnography research in gyms showed that majority of guys into fitness and exercise are not typically ‘muscly’ or ‘bulky’ meaning that this male stereotype appearance doesn’t relate to them depsite thier interests. This risks alienating part of audience who don’t relate to the campaign. Similarly only showing ‘real men’ has the same risk of alienating other audiences. L’Oreal Men Expert needs to feature a diversity of casting when it comes to advertisement to offer a broader definition of masculinity.
FIG 19 Find Your Magic, 2017 FIG 20 Underwear for Perfect Men, 2017 FIG 21 Milk Makeup, 2017
4. ROUTE TO CONSUMER
4.1. THE CONSUMER WHO IS THE MALE MILLENNIAL? Growing up in the technological age, millennials are considered to be tech obsessed, relying on it to do the simplest tasks, which has lead to them becoming the lazy generation. With the rise in social media this has also caused them to lack confidence, feeling they have to look a certain way in order to be accepted by their peers online and offline. However, they also have developed some very positive attributes. They are more open-minded to trying new things and are in a better position to express themselves than previous generations. They have become a more conscious generation, socially and politically, using their public platforms to share their message, which is evidenced through the Black Lives Matter movement. FIG 22 Our Consumer, 2017
(Rogers, 1971)
Our consumer falls into a subcategory within the male millennials, anchored by their interests within the health and well-being sector. We would place our consumer within the early majority, as they would be more flexible and open to trying new products and routines if it impacts their general health and appearance. From ethnographic research within the gym environment we found that our consumer is interested in brand’s such as under armour, Nike, gym shark, my protein and Adidas. They often are in the gym in pairs or groups meaning when we promote our marketing campaign to people in these groups. The body type of people within the gym was fairly mixed which show an interest in health and fitness is across the board and not just for vanity – it’s about being healthy.
4.1.1. TRIGGERS AND BARRIERS TRIGGERS Triggers that will encourage the consumer to purchase the product are demonstrated through the brands message of air pollution and advise on how to combat the issue. The product not only helps protect skin from the impacts of air pollution but it also helps them understand more about their skin and skincare products. If we were to collaborate with a brand we would be able to use their already existing consumer base to target. With this the L’Oreal Men Expert Protect would look into brand that not only posses the same aesthetic but also wish to promote a stronger message. BARRIERS A Barrier that may lead the consumers away from the product is that they don’t think products will be effective, this being a direct consequence of past products not helping their skins issues, as found during primary research (Appendix 2.1). Another barrier is the issue of air pollution itself. Although it is have direct negative effects on their skin and the environment, due to the lack of awareness, they do not feel air pollution is a serious issue. This is why the ‘Protect’ campaign will not only raise awareness of skincare issues but also that of air pollution, leading the consumer to want to take action.
FIG 23 The Invisible Enemy 2017
HOW DO WE COMBAT THIS? The campaign will combat these barriers by create a strong campaign presence that shows the effects of air pollution in order to raise awareness on the importance of purchasing and using the ‘Protect’ product. As the male millennial is becoming more conscious, the campaign will demonstrate how this is a key social issue that needs addressing and one that they should care about. By showing the consumer the negative effect air pollution has already had on their skin will also be a call to action, as mentioned previously they react to problems rather than try to prevent them and so seeing the consequences first hand will lead them to take action.
4.2. INTRODUCING THE PRODUCT
FIG 24 Protect, 2017
4.2.1. PACKAGING MOODBOARD
When looking for packaging inspiration we took to WGSN. Due to the lengthy science behind our idea, we wanted the aesthetic to be straight to the point so the consumer is not bombarded with information that they wouldn’t understand or believe. Ultimately, we want them to know exactly what they’re buying and what it will protect their skin against. FIG 25 Packaging Moodboard 2017
4.2.1. FINAL DESIGN
PRODUCT A new pollution-protection product line as part of new L’Oreal Men Expert sub brand ‘Protect’ PLACE Sold alongside other L’Oreal Men Expert products in beauty retailers and supermarkets. It can also be purchased through the app. PRICE Pollution protection moisturiser and a travel face spray will retail at £8.99. PROMOTION An ad campaign promoting the new product line whilst also helping to raise the issue of air pollution As well as a guerrilla marketing strategy to make the new line impactful and memorable. FIG 26 Packaging, 2017
THE CAMPAIGN
4.5. DESIGN MOODBOARD
In order to capture our overall design aesthetic, we created this final mood board. We wanted to link the imagery back to the subject of air pollution through nature and movement, in keeping with the modern approach to which we wish to target our consumer. We also wanted it to tie into ads with a purpose, to raise awareness of the issue and its impact.
FIG 27 Design Moodboard, 2017
4.5.2 THE CAMPAIGN
FIG 28 Campaign Moodboard, 2017
FIG 29-31 The Invisible Enemy, 2017
4.5.3 THE CAMPAIGN SHOOT
4.5.4. THE INVISIBLE ENEMY
FIG 32-33 The Invisible Enemy, 2017
The narrative of the campaign will use the orange smoke to demonstrate the pollution that cannot be seen by the naked eye. It is the invisible enemy that causes devastation to the planet and it’s inheritance. It’s effect on the male skin is where the campaign will take a particular focus, with the model going to extreme lengths to protect himself using an air filtration mask as the orange smoke surrounds him. The campaign wishes to use the mask to demonstrate what the future could look like if the issue was to continue, as it would become an everyday essential. Our product is designed to protect the consumer’s skin from the consequences of air pollution such as dehydration and eczema. With this, it will also send out a strong message to viewers that this is a serious issue and will have major consequences not only on their skin but also on the planet.
FIG 34 The Invisible Enemy Billboard, 2017
“53% OF MILLENNIALS ARE INTERESTED IN TRACKING THEIR HEALTH AND FITNESS USING APPS”
MINTEL, 2015
FIG 35 Supreme x TNF, 2017
4.6. L’OREAL MEN EXPERT APP As a feature of the app, consumers will receive a multi-sensory personal experience. By holding the phone up to their face, advanced technology will scan their face, identifying individual, specific skincare needs. As shown during primary research male consumers are not fully aware of their skin type and what products they need to use in order to keep their skin nourished and protected (Appendix 2.1). Satisfaction with the products will encourage consumers to make use of the scanning feature on a regular basis, which will allow the user to keep up to date on their skin’s progress and any changes they may need to make to their daily routine. This will also include a feature that will make recommendations on products and skincare routines. This aspect of the app is also an effective marketing technique as consumer will be able to watch their skins progress and so will make a repeat purchase. This links to the wider data-tracking trend, used mostly in the health and wellbeing sector with 53% of millenials being interested in tracking their health and fitness data using an app (King, 2015). FIG 36-37 The App, 2017
The L’Oreal Men Expert app will be an essential aspect of the brand that will offer the consumer a wide range of services. As the products main purpose is to protect the skin from air pollution there will be a section on the app that will track your current location and alert you to when the pollution levels are particularly high. This will emphasise the need to use the product depending on where the consumer is and what they are doing. It will track pollution exposure and constantly update the user on the quality of the air around them, and advise on how to lower carbon footprint and how to make more effective clean travel choices.
TRACK IT...
This will also be a place with easy access to products, where the consumer will be able to purchase and reorder those that they are finding particularly effective. Research shows that millennial males will be more likely to try a new product when there is an offer or a deal attached to it (Mintel, 2016). Taking advantage of this, when a consumer downloads the app they will get their first product at a reduced rate, enticing them to make a purchase as well as download the app.
SCAN IT...
FIG 38-39 Face Scan, 2017
FIG 40-41 Pollution Tracker, 2017
“THERE IS A UNIQUE PHYSICAL, MENTAL AND EMOTIONAL INTERACTION WITH OFFLINE GUERILLA IDEAS THAT YOU DON’T GET WITH ONLINE APPROACHES” - PETE BARRY, 2006
4.7. GUERRILLA MARKETING “Guerrilla marketing tactics that engage the audience in a manner that is salient, and unexpected and at first sight often unrecognisable as advertising commination, have become the order of the day” (Burtenshaw, Mahon and Barfoot, 2011). In order to target the consumer in an effective way, L’Oreal Men Expert should focus on the interactivity levels of their marketing campaign. “Interactivity is not exclusive to online. Offline ambient ideas are not interactive in the truest sense of the word especially the ones to ignore”. (Barry, 2008). Guerrilla marketing is a successful way to harness the millennial male’s interactive nature by creating a memorable experience, which inevitably fuels the decision of purchasing/using a product. FIG 42 The Invisible Enemy, 2017
4.7.1. THE INSTALLATION To make our campaign impactful L’Oreal Men Expert will create an interactive installation, situated in a populated place within Nottingham. An ideal example being, the centre of Old Market Square; the space is a “major hub for the city’s social scene and transport links” (Experience Nottinghamshire, 2017). This not only means the installation is in sight of the target consumer but also everyone else passing including girlfriends/ partners and parents of the consumer. This links back to a key insight of the male millennial’s buying habits and how 66% of grooming products are purchased by these relations (Appendix 2.1). The installation will feature a glass greenhouse filled with thick, non-toxic, orange smoke. This not only is aesthetic intriguing but makes the consumer take a second look. This links back to the creative concept and the growing trend of adverts with a purpose (See Appendix 4.1). Outside the greenhouse there will be a button which the consumers and other third parties are encouraged to press, gradually releasing the smoke with each press. Thus, ultimately building anticipation around what the thick smoke is masking. When the smoke is completely released from the greenhouse, it will eventually reveal an interior of wilted plants and our product slogan. Coloured footprints will feature on the ground, forming a path for the public to follow to the installation. The colours will show a gradient from green to red; indicating green to start as being less polluted, gradually moving to amber showing moderately polluted and finally, to red situated near the greenhouse indicating very polluted. FIG 43-44 Guerrilla Marketing, 2017
4.7.2. FUTURE MARKETING In the future this could be expanded across the country, being taken to other cities that also suffer with high pollution levels. The campaign itself will become recognisable by the consistent use of the orange smoke however in different forms and locations. This will be translated into interactive bus stops, which will be an effective area to target the consumer as they wait. They will again press the button to release the smoke throughout the day, revealing the products and campaign imagery. This is supported by our primary research, which showed the consumer travels daily for their occupation (Appendix 2.3). Placing the marketing in areas that are a part of their daily routine will help the brand repeatedly connect with the consumer, making the campaign message more memorable.
FIG 45 Bus stop, 2017
4.8. DAY IN THE LIFE We asked millennial males to describe their day to us (Appendix 2.3). Insights from this research show that their day to day activities mainly involve staying home, going to the gym, travelling to work or going to university demonstrating a strong sense of routine. This means if our marketing is placed effectively, our campaign will be seen repeatedly throughout the day/week by consumers.
Media habits include spending a lot of time on their phone especially apps such as Facebook, Twitter, Instagram, Snapchat and Spotify. High periods of engagement include the morning when consumer’s wake up, travelling to and from work/ university and during the evening which will need to be considered during the consumer journey. FIG 46 Day in the life, 2017
4.9. CONSUMER DECISION JOURNEY
AWARENESS - MORNING Consumer is walking to work and sees the installation in Market Square. They are intrigued and become aware of the brand and purpose. Awareness is soldified by consumer noticing the campaign on a billboard and on social media. DISCOVERY - NEXT DAY Consumer sees the campaign poster on the way to work repeatedly during the week. Downloads the app, curious as to what it is about. ENGAGEMENT - EVENING Consumers now has time to explore the app, using the face scan and seeing what the pollution levels are like in their area. Consumer is fully engaged when they buy a product from the app using the recommendation from the face scan.
FIG 47 Consumer Decision Journey, 2017
ENDORSEMENT - MORNING Consumer can now begin to use the product and track their improvement using the face scan. Satisfaction with the product will encourage repeat usage and as well as endorsement to family and friends.
4.9.1 CONSUMER LOYALTY LOOP
FIG 48 Loyalty Loop, 2017
ON REFLECTION, WE THINK OUR FOCUS ON THE RISING ISSUE OF POLLUTION COMBINED WITH CONNECTED TECHNOLOGY, MEETS OUR INITIAL AIM TO DISRUPT THE MALE MARKET WITH INNOVATION .
4. ILLUSTRATIONS FRONT COVER The Invisible Enemy, 2017 [Own Image] FIG 1 Invisible Enemy, 2017 [Own Image] FIG 2 Fashion Grunge, 2005. Darwin Gray. [image] Available at: http:// fashiongrunge.com/wp-content/uploads/2015/06/tumblr_nbj7kchpxq1sz4d8lo1_1280.jpg [Accessed 25 May 2017]. FIG 3 Chalk 2 2005. Brunner, B [image] Available at: http:// www.401contemporary.com/home. php?place=&sel_n=artists&art_id=55 [Accessed 25 May 2017]. FIG 4 L’Oreal Men Expert, 2016 Lucky Blue Smith. [image] Available at: http://www.loreal-paris.fr/ gammes/men_expert_hydra_power.aspx [Accessed 25 May 2017]. FIG 5 Perceptual Map, 2017 [Own Image] FIG 6 L’Oreal Men Expert, 2016 L’Oreal Men Expert Presents A-Z of Lewis Hamilton. [video] Available at: https://www.youtube.com/ watch?v=vZ-ihCMDqxc [Accessed 25 May 2017]. FIG 7 My UV Patch, 2015 L’Oreal [image] Available at: http://www. bandt.com.au/technology/loreal-excited-launch-uv-patch-australia [Accessed 22 May 2017]. FIG 8 The Invisible Enemy, 2017 [Own Image] FIG 9 Skincare, 2016 Polyvore. Jawline. [image] Available at: http:// www.polyvore.com/colton_haynes/collection?id=4665673 [Accessed 25 May 2017].
FIG 10 Big Idea, 2016 McMennamy, S. Light Bulb Egg. [image] Available at: http://combophotos.squarespace. com/lightbulb-egg/ [Accessed 25 May 2017]. FIG 11 The Invisible Enemy, 2017 [Own Image] FIG 12 Science behind the idea, 2017 [image] Available at: https:// uk.pinterest.com/pin/Aac0NqWSkMyOYf_3NAzw_xMfTAvTf5PKIcwg4RaLvRKMm3nZEhEp6qc/ [Accessed 25 Mar. 2017]. FIG 13 IMB, 2013 IBM (2013). Outdoor Ad. [image] Available at: http://www.campaignlive.co.uk/article/ibm-makes-outdoor-ads-useful-smarter-cities-campaign/1185735 [Accessed 25 May 2017]. FIG 14 IMB, 2013. Ad with a new purpose. [image] Available at: https://www.dezeen.com/2013/06/12/ ads-with-a-new-purpose-by-ogilvymather-for-ibm/ [Accessed 25 May 2017]. FIG 15 New Balance x Hypebeast, 2017 Wang, Z. Hypebeast x New Balance Sneaker Mask. [image] Available at: https://www.richardcazeau.com/single-post/2017/01/24/ THE-MAKING-OF-HYPEBEAST-X-NEW-BALANCE-SNEAKER-MASK [Accessed 25 May 2017]. FIG 16 Air Pollution Ads, 2017 Original Images available at: The Independent (2014). Air Pollution Kills. [image] Available at: http://www.independent. co.uk/news/uk/home-news/air-pollution-to-blame-for-60000-earlydeaths-per-year-government-to-bewarned-9893810.html [Accessed 25 May 2017]. Pinterest (2017). Guerrilla Marketing. [image] Available at: https://uk.pinterest.com/miigan/
adverts/?lp=true [Accessed 25 May 2017].
FIG 32 The Invisible Enemy, 2017 [Own Image]
FIG 17 Luciano Pia, 2015 Pollution Free Treehouse. [image] Available at: http://uk.archinect.com/news/ article/122981772/an-urban-treehouse-that-absorbs-pollution [Accessed 25 May 2017].
FIG 33 The Invisible Enemy, 2017 [Own Image]
FIG 18 Nicholas Bentel, 2016 Pollution Shirt. [image] Available at: https://www.dezeen.com/2016/07/29/ nikolas-bentel-aerochromics-shirts-change-colour-air-pollution-radiation/ [Accessed 25 May 2017]. FIG 19 Find Your Magic, 2017 FIG 20 Underwear for Perfect Men, 2017 FIG 21 Milk Makeup, 2017 FIG 22 Our Consumer, 2017 [Own Image] FIG 23 The Invisible Enemy 2017 [Own Image] FIG 24 Protect, 2017 [Own Image] FIG 25 Packaging Moodboard 2017 [Own Image]
FIG 34 The Invisible Enemy Billboard, 2017 [Own Image] FIG 35 Supreme x TNF, 2017 Pinterest. Supreme x TNF. [image] Available at: https://uk.pinterest.com/ explore/supreme-clothing/ [Accessed 25 May 2017]. FIG 36 The App, 2017 [Own Image] FIG 37 The App, 2017 [Own Image] FIG 38 Face Scan, 2017 [Own Image] FIG 39 Face Scan, 2017 [Own Image] FIG 40 Pollution Tracker, 2017 [Own Image] FIG 41 Pollution Tracker, 2017 [Own Image] FIG 42 The Invisible Enemy, 2017 [Own Image] FIG 43 Guerrilla Marketing, 2017 [Own Image]
FIG 26 Packaging, 2017 [Own Image]
FIG 44 Guerrilla Marketing, 2017 [Own Image]
FIG 27 Design Moodboard, 2017 [Own Image]
FIG 45 Bus stop, 2017 [Own Image]
FIG 28 Campaign Moodboard, 2017 [Own Image] FIG 29 The Invisible Enemy, 2017 [Own Image] FIG 30 The Invisible Enemy, 2017 [Own Image] FIG 31 The Invisible Enemy, 2017 [Own Image]
FIG 46 Day in the life, 2017 [Own Image] FIG 47 Consumer Decision Journey, 2017 [Own Image] FIG 48 Loyalty Loop, 2017 [Own Image]
5. REFERENCES Affirm (2017). How Millennials Make Purchasing Decisions. [online] Affirm.com. Available at: https://www. affirm.com/content/how-millennial-shoppers-make-purchasing-decisions/ [Accessed 24 May 2017]. Barry, P. (2006). The Advertising Concept Book. 1st ed. Burtenshaw, K., Mahon, N. and Barfoot, C. (2011). The fundamentals of creative advertising. Lausanne: AVA Publ. SA. Campbell, D. (2017). Body image concerns more men than women, research finds. [online] the Guardian. Available at: https://www.theguardian.com/lifeandstyle/2012/jan/06/ body-image-concerns-men-more-thanwomen [Accessed 9 Jan. 2017]. Carrington, D. (2017). Air pollution causes wrinkles and premature ageing, new research shows. [online] the Guardian. Available at: https://www.theguardian.com/environment/2016/jul/15/air-pollutioncauses-wrinkles-and-premature-ageing-new-research-shows [Accessed 16 Jan. 2017]. Carrington, D. (2017). London breaches annual air pollution limit for 2017 in just five days. [online] the Guardian. Available at: https://www.theguardian.com/environment/2017/jan/06/london-breaches-toxic-air-pollution-limit-for2017-in-just-five-days [Accessed 16 Feb. 2017]. DesignBoom (2017). luciano pia plants 25 verde, a green urban treehouse in torino. [online] designboom | architecture & design magazine. Available at: http://
www.designboom.com/architecture/ luciano-pia-25-verde-treehouse-torino-italy-03-13-2015/ [Accessed 24 Mar. 2017]. Digital Care. (2017). Connected Beauty: How Smart Tech Is Giving Beauty Products a Makeover | Digital Care. [online] Available at: http://www.digitalcare.org/connected-beauty-smart-tech-giving-beauty-products-makeover/ [Accessed 17 Jan. 2017]. Experiencenottinghamshire.com. (2017). Old Market Square - Historic Site in Nottingham, Nottingham - Experience Nottinghamshire. [online] Available at: http://www. experiencenottinghamshire.com/discover/old-market-square-p593561 [Accessed 16 May 2017]. Gartner.com. (2017). Gartner Says 8.4 Billion Connected. [online] Available at: http://www.gartner. com/newsroom/id/3598917 [Accessed 10 May 2017]. i-D (2015). the lads mag is dead | read | i-D. [online] i-D. Available at: https://i-d.vice.com/en_gb/ article/the-lads-mag-is-dead [Accessed 10 May 2017]. JWT Intelligence (2016). Trend Tracker: 2016. [online] Available at: https://www.jwtintelligence. com/2016/12/trend-tracker-2016culture-travel/ [Accessed 11 Jan. 2017]. JWT Intelligence (2017). CES 2016: Key Trends. [online] JWT Intelligence. Available at: https://www. jwtintelligence.com/2016/01/ces2016-key-trends/ [Accessed 16 Jan. 2017].
JWT Intelligence (2017). The Future 100. [online] Available at: https://www.jwtintelligence.com/ trend-reports/future-100-2017/ [Accessed 11 Jan. 2017]. JWT Intelligence. (2017). Hightech beauty. [online] Available at: https://www.jwtintelligence. com/2016/07/high-tech-beauty/ [Accessed 17 Jan. 2017]. King, M. (2015). Leisure Habits of Millennials. Mintel. L’Oreal (2017). My Uv Patch wins the European “Nudging For Good” Diamond Award - L’Oréal Group. [online] Loreal.com. Available at: http://www.loreal.com/media/ news/2017/april/my-uv-patch-winsthe-european-nudging-for-good-diamond-award [Accessed 10 May 2017]. Mintel (2016). Male Audiences Reject Stereotypes. [online] Available at: http://academic.mintel.com/ display/801055/?highlight [Accessed 9 Jan. 2017]. Mintel (2016). Men’s Facial Skincare. Mintel. Mintel (2017). Male Audiences Reject Stereotypes. [online] Mintel. Available at: http://academic.mintel.com/display/801055/?highlight [Accessed 9 Jan. 2017]. Pope, H., Phillips, K. and Olividario, R. (2000). The Adonis Complex: the secret crisis of male body obsession. 1st ed. New York.
6. BIBLIOGRAPHY Affirm (2017). How Millennials Make Purchasing Decisions. [online] Affirm.com. Available at: https://www.affirm.com/content/how-millennial-shoppers-make-purchasing-decisions/ [Accessed 24 May 2017]. Barry, P. (2006). The Advertising Concept Book. 1st ed. Belch, G. and Belch, M. (2015). Advertising and promotion. [Singapore]: McGrawHill Education. Burtenshaw, K., Mahon, N. and Barfoot, C. (2011). The fundamentals of creative advertising. Lausanne: AVA Publ. SA. Campbell, D. (2017). Body image concerns more men than women, research finds. [online] the Guardian. Available at: https:// www.theguardian.com/lifeandstyle/2012/ jan/06/body-image-concerns-men-more-thanwomen [Accessed 9 Jan. 2017]. Carrington, D. (2017). Air pollution causes wrinkles and premature ageing, new research shows. [online] the Guardian. Available at: https://www.theguardian.com/ environment/2016/jul/15/air-pollutioncauses-wrinkles-and-premature-ageing-newresearch-shows [Accessed 16 Jan. 2017]. Carrington, D. (2017). London breaches annual air pollution limit for 2017 in just five days. [online] the Guardian. Available at: https://www.theguardian.com/environment/2017/jan/06/london-breaches-toxicair-pollution-limit-for-2017-in-just-fivedays [Accessed 16 Feb. 2017]. Clow, K. and Baack, D. (2014). Integrated advertising, promotion, and marketing communications. 1st ed. DesignBoom (2017). luciano pia plants 25 verde, a green urban treehouse in torino. [online] designboom | architecture & design magazine. Available at: http:// www.designboom.com/architecture/luciano-pia-25-verde-treehouse-torino-italy-03-13-2015/ [Accessed 24 Mar. 2017]. Digital Care. (2017). Connected Beauty: How Smart Tech Is Giving Beauty Products a Makeover | Digital Care. [online] Available at: http://www.digitalcare.org/ connected-beauty-smart-tech-giving-beauty-products-makeover/ [Accessed 17 Jan. 2017].
Experiencenottinghamshire.com. (2017). Old Market Square - Historic Site in Nottingham, Nottingham - Experience Nottinghamshire. [online] Available at: http://www. experiencenottinghamshire.com/discover/ old-market-square-p593561 [Accessed 16 May 2017]. Fairs, M. (2017). “Seriousness” dominates Designs of the Year as nominees respond to global events. [online] Dezeen. Available at: https://www.dezeen.com/2017/01/26/ interview-gemma-curtain-designs-year-curator-seriousness-dominates-nominees-respond-global-events/ [Accessed 7 Feb. 2017]. Gartner.com. (2017). Gartner Says 8.4 Billion Connected. [online] Available at: http://www.gartner.com/newsroom/id/3598917 [Accessed 10 May 2017]. Global Strategy Group (2017). Business and Politics: Do They Mix?. [online] Available at: http://www.globalstrategygroup.com/ wp-content/uploads/2016/01/GSG-2016-Business-and-Politics-Study_1-27-16-002.pdf [Accessed 10 Mar. 2017]. Goldsmith, L. (1996). Skin effects of air pollution. Journal of American Academy of Otolaryngology, pp.217-19.
Kahneman, D. (2015). Thinking, fast and slow. New York: Farrar, Straus and Giroux.
nected beauty devices | Mintel.com. [online] Available at: http://www.mintel.com/ blog/beauty-market-news/the-new-wave-ofconnected-beauty-devices [Accessed 16 Jan. 2017]. Morby, A. (2017). Nikolas Bentel designs shirts that react to changes in pollution. [online] Dezeen. Available at: https://www.dezeen.com/2016/07/29/nikolas-bentel-aerochromics-shirts-change-colour-air-pollution-radiation/ [Accessed 24 Mar. 2017].
Keefer, A. and Keefer, A. (2017). Air Pollution Effects on Skin. [online] LIVESTRONG.COM. Available at: http://www. livestrong.com/article/145802-air-pollution-effects-on-skin/ [Accessed 7 Feb. 2017].
Path, M. (2017). How Air Pollution Can Affect Your Skin. [online] Collective Evolution. Available at: http://www.collective-evolution.com/2015/09/11/how-airpollution-can-affect-your-skin/ [Accessed 7 Feb. 2017].
King, M. (2015). Leisure Habits of Millennials. Mintel.
Pope, H., Phillips, K. and Olividario, R. (2000). The Adonis Complex: the secret crisis of male body obsession. 1st ed. New York.
JWT Intelligence (2017). The Future 100. [online] Available at: https://www. jwtintelligence.com/trend-reports/future-100-2017/ [Accessed 11 Jan. 2017]. JWT Intelligence. (2017). High-tech beauty. [online] Available at: https://www. jwtintelligence.com/2016/07/high-techbeauty/ [Accessed 17 Jan. 2017].
Levinson, J. and Godin, S. (1994). The guerrilla marketing handbook. 1st ed. Boston: Houghton Mifflin. Li, N. (2017). The Making of HYPEBEAST x New Balance Sneaker Mask. [online] HYPEBEAST. Available at: https://hypebeast. com/2017/1/making-hypebeast-new-balance-sneaker-mask [Accessed 21 Feb. 2017].
Howarth, D. (2017). BB.Suit 0.2 cleans the air around the wearer. [online] Dezeen. Available at: https://www.dezeen. com/2014/09/28/bb-suit-air-purifying-garment-byborre-eva-de-laat/ [Accessed 7 Feb. 2017].
L’Oreal (2017). My Uv Patch wins the European “Nudging For Good” Diamond Award - L’Oréal Group. [online] Loreal.com. Available at: http://www.loreal.com/media/ news/2017/april/my-uv-patch-wins-the-european-nudging-for-good-diamond-award [Accessed 10 May 2017].
i-D (2015). the lads mag is dead | read | i-D. [online] i-D. Available at: https:// i-d.vice.com/en_gb/article/the-lads-magis-dead [Accessed 10 May 2017].
Mintel (2016). Male Audiences Reject Stereotypes. [online] Available at: http:// academic.mintel.com/display/801055/?highlight [Accessed 9 Jan. 2017].
Insight, J. (2017). Marketing to a New Generation of Modern Men. [online] Digitalmarketingmagazine.co.uk. Available at: http://digitalmarketingmagazine.co.uk/articles/marketing-to-a-new-generation-ofmodern-men/3396 [Accessed 9 Jan. 2017].
Mintel (2016). Men’s Facial Skincare. Mintel.
JWT Intelligence (2016). Trend Tracker: 2016. [online] Available at: https://www. jwtintelligence.com/2016/12/trend-tracker-2016-culture-travel/ [Accessed 11 Jan. 2017]. JWT Intelligence (2017). CES 2016: Key Trends. [online] JWT Intelligence. Available at: https://www.jwtintelligence. com/2016/01/ces-2016-key-trends/ [Accessed 16 Jan. 2017].
Mintel (2016). Prestige Beauty - UK - December 2016. [online] Mintel. Available at: http://academic.mintel.com/display/806065/?__cc=1&highlight [Accessed 16 Jan. 2017]. Mintel (2016). Shaving and Hair Removal UK. [online] Mintel. Available at: http:// academic.mintel.com/display/748732/ [Accessed 16 Nov. 2016]. Mintel (2017). Male Audiences Reject Stereotypes. [online] Mintel. Available at: http://academic.mintel.com/display/801055/?highlight [Accessed 9 Jan. 2017]. Mintel.com. (2017). The new wave of con-
Prolific North (2016). New marketing techniques are needed to target Generation Z men. [online] Prolific North. Available at: http://www.prolificnorth.co.uk/2016/06/newmarketing-techniques-are-needed-to-targetgeneration-z-men/ [Accessed 9 Jan. 2017]. Reimel, E. and Nussbaum, R. (2017). The Face of Maybelline’s New Campaign Is a Man, and It’s a Huge Deal. [online] Glamour. Available at: http://www.glamour.com/ story/manny-gutierrez-maybelline-campaign [Accessed 9 Jan. 2017]. Skin, C. (2017). City and skin problems, effects of pollution, hard water.. [online] Simple.co.uk. Available at: http:// www.simple.co.uk/you-and-your-skin/cityskin [Accessed 7 Feb. 2017]. Vidal, J. (2017). Young Londoners launch independent air pollution billboard campaign. [online] the Guardian. Available at: https://www.theguardian.com/ environment/2016/aug/16/young-londoners-launch-independent-air-pollution-billboard-campaign [Accessed 16 Jan. 2017]. WGSN (2017). How can beauty brands stand out in an overcrowded male grooming market?. [online] WGSN Insider. Available at: https://www.wgsn.com/blogs/gender-cosmetics-future-male-grooming/# [Accessed 9 Jan. 2017]. Yeung, H. (2017). Luciano Pia’s Air and Noise Pollution-Proof Treehouse in Turin, Italy. [online] HYPEBEAST. Available at: https://hypebeast.com/2015/3/air-andnoise-pollution-proof-treehouse-in-turinitaly [Accessed 7 Feb. 2017].
APPENDIX
CONTENTS 1. Research Methodology 1.1. Critical Path 2. Primary Research 2.1. Online Survey 2.2. Defining masculinity 2.3. Consumer day in the life 3. Big 3.1. 3.2. 3.3.
Idea Random Word Oblique cards Initial idea SWOT
4. Creative Concept 4.1. Sketchbook pages 4.2. Campaign Moodboards 5. Route to consumer 5.1. Idea generation 5.2. Guerrilla Marketing ideas 6. Tutorial Record Sheets
1. RESEARCH METHODOLOGY Method
Ethnography: Analysis of millennial males in the gym environment
Ethnography: Analysis of millennial males purchasing habits in beauty stores
Observations
Visuals of L’Oreal Men Expert Products
Sample
Purpose
Strengths
Weaknesses
15 – 25
To understand their behaviour during a gym session, to obverse their brands they interact with.
Directly informative. Helpful to see first hand how male millenials interact with each other. They were amongst people they know and trust so acted naturally. Also was able to view other brands they were wearing/using in order to research these further.
As the gym is a public area some individuals may not have felt confortable enough to act naturally, may have felt intimidated by their surroundings.
Directly informative. Less obtrusive, more timely and cost effective. Individuals were able to act freely.
We may interpret their actions differently, they may not be shopping for themselves and they may feel intimidated by their surroundings and embarrassed to purchase products they truly need.
To get a more in-depth evaluation of the brand and how they promote themselves in beauty stores.
Helpful to see how they are currently advertising their product amongst other brands.
Showed that L’Oreal Men Expert do not have a very strong presence on a shelf which is something to improve on.
To visually show how brand uses their packaging and to see how it stands out on a shelf.
Helped understand how L’Oreal are currently branding their Men Expert range.
10
N/A
3
To understand the behaviour of individuals when shopping for grooming products.
Only small samples of images were taken.
Method
Sample
Purpose
Strengths
Weaknesses
Survey
32
An initial survey to gain insight on the skincare routines of male millenials, such as products they use, brands they connect with, how they feel about their skin etc.
Directly informative. Helpful to see first hand how they interact with each other. They were amongst people they know and trust so acted naturally. Also was able to view other brands they were wearing in order to research these further.
Some of the participates expressed irritation for having to queue for so long and so may not have been acting naturally with one another. I also viewed some people skipping the queue, which caused issues between other people in the queue.
Creative Research: Post-It note exercise
20
To see how male millenials describe modern masculinity.
It pointed out how the meaning of masculinity has changed and how younger males are more progressive.
May have felt intimidated being obverse writing the note, may have felt pressured to put something they do not truly believe in order to not offend.
Day in the life
26
To understand the routines of the target consumer during a typical day.
This helped gain a better idea of where we might want to target the consumer, what the consumer enjoys doing as well as products that appeals to them. It also showed what people that communicate with. Really detailed answers that offered good insight.
People may not be honest if there is something they do that they may be embarrassed about sharing.
1.1 CRITICAL PATH
FCP Process
Secondary Research Primary Reserch Key Insights/ Big Idea Presentation One Creative Concept/ Sketchbook Presentation Two Execution/ Route to consumer Final Presentation Report
2. PRIMARY RESEARCH 2.1 ONLINE SURVEY Before beginning the survey, participants were made aware of the subject nature of the survery. Participants were also infromed that the the information provided by them would only be used for research purposes towards my dissertation. All the information given would remain completely anonymous and confidential.
2.2 DEFINING MASULINITY To understand how millennial males feel about modern asked them to define it in one sentence. Participants that the the information provided by them would only research purposes towards our group project. All the would remain completely anonymous and confidential.
2.3 DAY IN THE LIFE masculinity we were also infromed be used for information given
‘Describe your day’ answers part of the online survey completed by 32 male participants aged 18-25, to understand young people’s daily habits, activities, movements, travel and media usage. Participants were also informed that the the information provided by them would only be used for research purposes towards our group project. All the information given would remain completely anonymous and confidential.
3. BIG IDEA 3.1 RANDOM WORD
3.2 OBLIQUE CARDS
3.3 INITIAL IDEAS SWOT
4. CREATIVE CONCEPT 4.1 SKETCHBOOK PAGES
4.2 CAMPAIGN MOODBOARDS CONCEPT
LOCATION
MODEL CAMERA ANGLE LIGHTING
5. ROUTE TO CONSUMER 5.1 IDEA GENERATION
5.2 GUERRILLA MARKETING IDEAS
6. TUTORIAL RECORD SHEETS