PASS Emma Wiles Visual Portfolio
PASS
WHERE WE STARTED LAST TIME
INITIAL IDEAS Initial ideas for Pass marketing were to introduce a trend car that could take consumers to and from London Fashion Week events with the surprise element of a makeup table to allow them to retouch their makeup. A Pass vending machine in cocktail bars and Pass toilets at festivals and events allowing Pass to be at hand when really needed. Ideas have developed further after feedback to create a better connection with consumers.
PASS EDUCATION
TREND
DISPLAY
NARROW DOWN PRODUCT RANGE KEEP Instant glow shimmer brick BB/CC cream Stay Time/ On the spot foundation Primer Concealer Cheek stamp Gel nail varnish
INTRODUCE Matte bronzer Eyebrow kit/Eye shadows Lip liners Package everything - linking to primary research
GO Blusher brush All coloured eye shadows Mousse tan Quick slicker/Lasting finish nail varnish Supreme shine lipstick
GO TO BRAND FOR TREND DRIVEN PRODUCTS
STRATEGY Create campaign concepts that make the customers feel inclusive. Pass will enter the market as a trend driven makeup brand, but will differentiate itself from other brands as they will take a more detailed approach of focusing on different facial area trends.
REASSURING ACCESSIBLE
COLLABORATIVE
ENGAGING
PROMISE Pass cosmetics will not only allow you to buy into cosmetic trends but to also teach you how to create the looks. Pass takes an inclusive approach of how to connect with customers as they will be at assistance every hour of the day.
CREATIVE
INTERACTIVE
APPROACHABLE
RELIABLE
LOGO DEVELOPMENT
PASS
PRE
DURNING
AFTER
PRE
TREND TENT Prior to the launch there will be pass trend tent that will be located in city centres. The tent will have sections dedicated to the different Pass trends. The sections will incorporate other areas other than just the beauty trends, the tent will link food, drink and hair trends as-well.
CAPTURE THE CROWD Linking to ideas such as kiss cam that captures crowds on camera to entice consumers. Pass will have their own camera that will home in on consumers in city centre crowds to invite them into the tent. If a consumer is selected via the camera they can receive a free makeover in the tent. If the customer does not have time to do this they will recieve a voucher to bring back to boots at a later stage to redeem free products.
DURING
PACKAGING INSPIRATION
EVERYDAY UTOPIAS
PACKAGING
HOW TO DEMONSTRATE EXPERTISE IN TREND......
Pass will show expertise in trend as limited edition packaging will be collaborated with well recognised taste makers opposed to celebrity endorsements like other brands.
LIMITED EDITION PACKAGING
FUTURE COLLABORATIONS PANOS YOPIANOS
BETSEY JOHNSON
STEVEN JONES
FOCUS ON FACIAL AREA TRENDS FACE
BROW
LIP
EYE Pass is a trend driven makeup brand who focus on educating consumers on trends of different facial areas opposed to just general colour trends.
HOW TO CUT THROUGH AND MAKE NOISE ......
AUGMENTED REALITY
Augmented reality mirrors have been developed such as modi face allowing consumers to have an interactive platform to help them decide which beauty products they need. This provides an engaging and easy way for consumers in-store to try new products as they don’t need to remove their current makeup.
The new technology can be seen as cutting edge for Pass cosmetics as this is a new technology and no beauty brands are currently using technology such as this.
PASS STAND
AUGMENTED REALITY MIRROR
LED LIGHTING
ACCESSIBLE TESTERS
TREND PRODUCTS
RECREATE CAMPAIGN
Recreate campaign will run along side the launch of Pass cosmetics this symbolises Pass consumers to be able to recreate the look of the trends , recreate themselves and to have confidence through doing this. The augmented reality mirror allows customers to recreate their look as many times as they like without removing makeup. The campaign encourages consumers to get involved and recreate trends they are taught by pass cosmetics using the augmented reality pictures.
REAL PEOPLE CAMPAIGN
The following campaign will include images that Pass customers have taken in-store on the augmented reality mirrors who have been taught to create the look of specific trends by Pass.
INTERACTIVE ADVERTISING The campaign will be advertised on bus stops and on boards in city centres they will be augmented reality boards. This will allow Pass to have interactive advertising and for consumers to interact with the brand even further.
HOW TO PUSH EDUCATION FURTHER......
24 HOUR HELP SERVICE
Services such as google help-outs with brands such as sephora getting involved has allowed consumers to have services at hand 24 hours a day. Amazon mayday has established a video chat that is available any hour of the day to help consumers needs. Pass will take an inclusive approach of how to connect with customers as they will be at assistance every hour of the day through their live chat to help any beauty needs.
PASS APP For further engagement with consumers Pass has their own Pass App. This will allow Pass customers to have help and guidance whenever they need it. The app provides tutorials based on different facial area trends, shop to view through the Pass products and live chat for beauty assistance. There will also include a share button which allows pass customers to upload the images they have created from the augmented reality mirror to have a chance to be in future pass campaigns.
TREND CART
The trend cart will be around outside of boots and in city shopping centres. The cart will be available when the Pass trends change. The cart will entice further consumers because Pass will teach them how to create the trend by giving them a makeover to create the look of the current Pass trends.
APPENDIX
Bibliography Articles Davies, J. (2013) Lidl launches £1.99 Cien cosmetics range. [online] Available at: http://www.shoppersbase.com/36092/beauty-on-a-budget-lidllaunches-cosmetic-range-where-every-item-costs-just-1-99/ DAVIES,R. (2008). Aldi skin cream ‘as good as designer’. Available:http:// www.telegraph.co.uk/news/uknews/1982854/Aldi-skin-cream-as-good-asdesigner.html. (Accessed 28/11/2013.) Drienne,A. (2013). Seventeen flawless pour less primer review . Available: http://www.thesundaygirl.com/2013/09/seventeen-flawless-poreless-primer.html#.Uu9NR_km594. Last accessed 28/11/2013. JONES,L. (2013). Will Tesco’s new clothes store revolutionise high street fashion? I’m not convinced . Available:http://www.dailymail.co.uk/femail/ article-2486666/LIZ-JONES-FASHION-THERAPY-Will-Tescos-new-clothesstore-revolutionise-high-street-fashion-Im-convinced.html. (Accessed 1/12 Dec 2013.) Melrose,L. (2013). Seventeen concealers. Available: http://www.etcllymlrs. com/2013/10/seventeen-concealers.html. Last accessed 28/11/2013. Database Key Note (2013) Cosmetics and fragrances:Key note marketing report,2013. Hampton: Key Note Mintel (2013) Colour Cosmetics - UK:Mintel marketing report, July 2013. London: Mintel International. Mintel (2014) Beauty Retailing - UK:Mintel marketing report,January 2014. London: Mintel International. WGSN(2014) Macro trends focus:WGSN marketing report.January 2014
Appendix 1 25-35 consumer research
Appendix 3 Apendix 3 packaging experiment
Packaging Experiment Results Foundation Estee Lauder - 7 / 30 consumers Mac – 6/30 consumers Bourjois – 4/30 consumers Seventeen – 4/30 consumers Rimmel – 3/30 consumers Benefit – 3/30 consumers Mascara Benefit - 9/ 30 consumers Rimmel - 6/30 consumers Mac - 5/30 consumers Maybaline - 4/30 consumers Seventeen - 3/30 consumers Clinique - 3/30 consumers Lipstick Chanel -11/30 consumers Mac - 5/30 consumers Rimmel - 4/30 consumers Estee Lauder - 3/30 consumers Benefit - 3/30 consumers Seventeen - 1/30 consumers
Appendix 4 beauty counter response
Apendix 4 Response from beauty counters 1. 2. 3. Bare 1. 2. 3.
What is the best seller What colours are used for lips and eyes for 25-25 Do people come to the counter for guidance or do they know what specific products minerals Foundation is the best selling in America the mineral based Speak your mind speak your mind neutral pink lips , nude beach natural pearly eye shadow They want minerals and want guidance for the best shades.
Bobbi 1. 2. 3.
Brown Foundation mainly the best sellers More natural lip shades soft pink , More brown eye shadow for subtle shades New customers are given a lesson to show them what shades to have and how to use them
Clinique 1. Even better foundation and super balance longest running foundation – colour cubby sticks best sellers 2. More bright colours intense colours then towards subtle shades, Smokey eye looks deeper browns 3. People want guidance and to know about the products they are buying Bennefit 1. They’re real mascara and foundation best sellers 2. Pinky brown to suite all complexions and soft peach lip colours 3. Prep primer and perfect is their motto to try and guide all customers through as many products even if they are just coming in for one mascara. Many people do want to know about the different products that we have. Smashbox 1. Primers are the best sellers 2. On lipsticks people steer towards nudes and also electric pink, red for colour. With eyes people want smoky eyes not mainly eye shadow anymore though they want to focus on brows, eyeliner and lashes. Not many people ask for eye shadow colours 3. The brand is not well known so we sit down the customer and talk them through the products. The brand is American so we feel it important to educate them because people go to other brands because of the name but we are trying to let people know the quality of our products Channel 1. People mainly come for seasonal collections , to loyal customers lipstick mascara foundation are the best sellers 2. People would go for plumb shade lip for older people, lighter eye shades are used for older people because they want to open their eyes more to make them look brighter and wider. 3. A lot of people don’t know what they want they come in because of a friends recommendation and want to know about the product and for help with them.
Appendix 5 observation notes
fcp3
School of Art & Design ba
Live Team Project
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 20/02/2014 Name :
Tutorial / Seminar Record Sheet Work to bring / prepare for session: Look over previous research , evaluate implementation ideas
Learning issues to discuss in session: How do our ideas fit with the new brand does it say trend ?
fcp3
School of Art & Design ba
Live Team Project
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 06/03/2014 Name :
Tutorial / Seminar Record Sheet Work to bring / prepare for session: Developed ideas Visuals that the team have created
Learning issues to discuss in session: Are the visuals fitting to the new concept of the brand. Does the new name fit ?
Feedback from session:
Feedback from session:
Continue to evaluate the previous research and ideas
Continue to research further on ideas
Tasks for next session:
Tasks for next session:
Develop implementation ideas further
Try to think of an all round marketing campaign to link ideas together
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Emma Wiles
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)
Signed (student) Emma wiles
Signed (student) Emma Wiles
fcp3
School of Art & Design ba
Live Team Project
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 17/04/2014 Name :
Tutorial / Seminar Record Sheet Work to bring / prepare for session: Review from interim presentation How we have developed our ideas further reflecting the feedback?
fcp3
School of Art & Design ba
Live Team Project
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 01/05/2014 Name :
Tutorial / Seminar Record Sheet Work to bring / prepare for session: Images that we have created further development on outcomes
Learning issues to discuss in session:
Learning issues to discuss in session:
How can we make our marketing idea cut through How can pass stand out than other brands
Do the outcomes suggested fit to the new proposed brand? How can we engage consumers further?
Feedback from session:
Feedback from session:
Look into technological approaches how other country’s are making noise
Carry on with new ideas make sure all of the marketing concepts link together to create a clear brand identity.
Tasks for next session:
Tasks for next session:
Develop ideas further how to make pass really stand out
Develop ideas further how to make pass really stand out
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)
Signed (student) Emma Wiles
Signed (student) Emma Wiles
Emma Wiles
18/05/2014