Conair are an overarching company for a number of beauty and kitchen brands. We predominantly work on the electrical goods for their sub-brands. They originate from the US and are a well known brand in their own right but are not known by consumers in the UK. A lot of the new products that go to the UK market are determined by the US offices. There a number of sub-brands that are covered by Conair. Each sub-brand is split out into relevant categories and then further filtered to project type.
FASHION • RESULTS DRIVEN • INNOVATION BaByliss is the most active sub-brand of Conair. The majority of projects are packaging based along with supporting material in the form of WOW sheets, web banners, POS and flyer pages. Mass market audience from teens to 50’s. They are interested in heritage and quality and from BaByliss they get reassurance, reliability and range.
CORE Basic range. Most products available will have a core variant. All core packs have the same look and feel, only differing depending on product type and model inclusion on pack. e.g. Pro Speed 2100, Pro Digital 230
SPECIALS Any products with a specific additive or coating. These will be positioned around mid range in the market. Look and feel is specific to the product and therefore there are less restraints on design. e.g. Keratin Shine, Titanium Pearlescent
SPECIAL EDITION Predominantly colour/seasonal variants of core products. Available for a limited time. Their look and feel takes notes form the core packaging but will have a twist to reflect the limited edition nature, e.g. backgrounds/ colours. Product driven. e.g. Iridescent, Vintage Glamour
HIGH END Highest priced products. A focus on a specific element i.e. technology, results. These have their own independent look and feel that steps away the furthest from the typical BaByliss style. e.g. Diamond Radiance, 3Q, Boutique
BEAUTY Any non hair related product including wet goods. Look and feel varies. e.g. Reflections, True Smooth Pedi
WOW SHEETS A PowerPoint slide that is used to sell in a product to a retailer. These are normally shown as part of a presentation. They are supplied in a PowerPoint format with all elements being moveable to allow Conair to edit copy and update product images for the whole range.
PROFESSIONAL • TECHNOLOGY • QUALITY Conair cater for the professional market as well as consumer. They have a different sub brand specifically for those within the industry such as salons and barbers. They target any professional and have an accessible range depending on their level. In the professional market it can be difficult to get the consumer to switch as they often stick with what they know, this could have been recommended by a mentor during training. On a whole they are looking for day in, day out performance.
ENTRY This is the very basic ‘value’ products which are used as entry or temporary replacement products. The pack design has a white background and no model shot. e.g. Hot Sticks, Diffuser
CORE Basic range. Most products available will have a core variant. All core packs have the same look and feel, only differing depending on product type and model inclusion on pack. Pack design has a grey background and colour model shot. Typically has a window box. e.g. Powerlite, Conical Wand
SPECIAL EDITION All products that fall outside core or high end. Look and feel varying between product ranges. e.g. Spectrum
HIGH END Highest priced products. A focus on a specific element i.e. technology, results. Pack design has a black background and black and white model shot. Typically has a slip case. e.g. Deep Waver, Ultimate Styler
MENS All men’s related products and materials. Look and feel varies. e.g. Super Motor Clipper, V-Blade
BEAUTY Any non hair related product including wet goods. Look and feel varies. e.g. Wax Heater, Wax Pots
WOW SHEETS A PowerPoint slide that is used to sell in a product to a retailer. These are normally shown as part of a presentation. They are supplied in a PowerPoint format with all elements being moveable to allow Conair to edit copy and update product images for the whole range.
PERFORMANCE • PRECISION • TECHNOLOGY Conair have a sub-brand specifically aimed at male grooming. The approach to men’s grooming is slightly different to that of BaByliss as they are many competitor legacy brands that are well known. Shopper behaviour for the male market is also very different and this needs to be considered when designing. Again BaByliss for Men is aimed at mass market, with the audience including women who are buying the products as gifts.
CORE Basic range. Basic clippers and trimmers. Simplified look and feel with colour panel down the left hand side. e.g. Powerlight Pro, Beard Trimmer
MID RANGE Stand alone products. Slightly more advanced technology and materials used within the products. Lifestyle photography used on the side of the packs. Icons used to outline features and give easy comparison between products. e.g. Powerblade, Pro Power Carbon
SUPER High end. Uses bold colours and shaver technology style illustrations to show USP. Lifestyle photography used on the side of the packs. Pack and logo design each have a unique style. e.g. Super Cilpper XTP, Super Groomer
WOW SHEETS A PowerPoint slide that is used to sell in a product to a retailer. These are normally shown as part of a presentation. They are supplied in a PowerPoint format with all elements being moveable to allow Conair to edit copy and update product images for the whole range.
CELEBRITY • YOUNG • FASHION Sub- brand headed up by hair stylist Andrew Barton. They offer a range of products. All design is signed off by Andrew himself.
INNOVATION • VERSATILE • HIGH END High end kitchen electrical brand. Sold by John Lewis, Lakeland and other high end retailers. We design the initial packs through to shelf displays for stores, POS and supporting materials. Audience has a disposable income, lifestyle choice - interest in preparing their own fresh food.
PROFESSIONAL • CREATIVE • QUALITY ‘Extreme’ hair colour range, focuses on bright colours and non conventional cuts. We mainly design POS and print materials. Rusk has a brand ambassador, Katie Mulcahy, who is an award winning colourist. She is professionally recognised and is a boost for the brand.
FASHION • CREATIVE • FUN Known as a hair accessories brand Scünci has branched into electronics with their ‘Insta’ range. The brand is aimed at mid 20s and up and is being conveyed as a ‘festival goers’ product that can be used for a number of everyday styles.
SLEEK • PROFESSIONAL • FUNCTIONAL The look and feel for the TREsemmé electrical products are taken directly from their wet goods (managed by a different area of Conair). The products are usually supporting products for goods such as hair sprays and mousse.
TECHNICAL CONSIDERATIONS
COLOUR PROFILE GRACOL2006 - applies to all packaging
BLACKS BaByliss: C=40, M=30, Y=30, K=100 (flat background colour)
SPECIALS BaByliss PRO: Crown silver foil (logo)
BLEED Standard 3mm - 5mm
IMAGES Convert to CMYK. 300dpi. Save as psd, tiff, eps
CUTTER GUIDES Supplied by client
FONTS
Hess Gothic Round
Jeanne Moderno
Swiss 721
Swiss 721
Avant Garde
Swiss 721
Futura
Agenda
DIN
Apex
Avant Garde