Brand Plan Book
ABOUT Rediscover Cosmetics. Discover flourish. ‘flourish botanicals’ is a value based colour cosmetics brand that aims to present makeup in a totally new way. flourish creates products made from primarily botanical ingredients, free of any toxins or harmful preservatives. The brand aims to challenge traditional uses of makeup by communicating the added health value that comes with the utilization of flourish products as well as the minimal impact the products have on the environment. Designed with sustainability in mind. It begins with sustainability. flourish was created with the intent to change the way consumers regularly purchase cosmetics. Instead of using disposible packaging, flourish has created a cosmetics cycle, where all cosmetic products are refilled at each retail location. This strategy allows for fewer waste, as well as allows the consumer to spend time interacting with ‘flourish beauty experts’ to gain valuable knowledge about the products. Consumer knowledge is something that is deeply lacking in the promotion of natural beauty products. flourish also knows that those seeking natural cosmetics products would respond well to the utilization of reusable containers, allowing them to reduce their environmental impact and feel good about their consumption.
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BRAND NARRATIVE
flourish believes in honest beauty. We are committed to higher standards that ensure fairness toward the environment. We work directly with nature to create a sustainable cosmetics cycle.
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OUR MISSION Sustainable Cosmetics Cycle. flourish understands that sustainability is important to it’s customers. That is why flourish has developed a sustainable cosmetics cycle to ensure as little harm is done to consumer health and the environment. The main goal is to provide value to the consumer through a “zero-waste� model. By using a refillable container method, flourish aims to deliver an informative cosmetics buying experience, educating the consumer about the value of the flourish product in terms of skin health, which contributes to the overall well being of the consumer, while also creating value in the form of being concious to the environment. In the long term, this business model will also be more cost-effective for the consumer and the brand.
Take the journey with us in our efforts to reduce waste!
TARGET MARKET Flourish aims to attract attention from late teens and onward. Flourish targets individuals who are health concious, fashion savvy as well as those who are concerned about the planet at large. Upon entering into the market, flourish is targeting three main groups of consumers: Millenials (18-35)
Primary - females age 18-22 Enrolled in High School/University/College Secondary - 23-27 young professionals Tertiary - 28-35 moving into secure jobs, may be beginning to start a family
COMPETITION flourish is mainly in competition with other natural cosmetic brands such as the following: Pacifica 100% Pure Josie Maran Physician’s Formula LUSH handmade cosmetics These brands target a similar market as well as promote skin health. In Canada, these brands are sold at locations such as health food stores, specialty green beauty boutiques, and online.
PRIMARY LOGO The Primary flourish logo was developed to communicate the meaning of the brand by way of a continuous cycle. The “f� symbolizes the first letter of the brand, while the curvacious lines that form to connect the circle mimic natural forms. The design of the logo makes it possible for it to be drawn in one individual line segment, allowing for continuous repetition to pass over the line. This symbolizes the brands everlasting use of the same cosmetic container, further symbolizing sustainability and vitality. The brands name and logo communicate the message of the continuance of life, as a way of connecting to the benefits it is giving back to the consumers skin and to nature. YES
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SECONDARY LOGO The secondary logo is that of the brand name printed in a distinct font. Each logo is used where appropriate. No modifications may be done to either of the flourish logos. The logo may be imprinted onto a product of a different colour or texture, however the logo itself may not be made a different colour apart from black or white.
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Moss Green Pantone 5743 C CMYK 69, 47, 100, 45 RGB 60, 77, 6 HEX #3E4D21
Lavender Fog Pantone 13-3820 CMYK 15, 19, 3, 0 RGB 213, 201, 221 HEX #D5C9DD
Coconut Milk CMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX #FFFFFF
Mineral Black Pantone Black 6 C CMYK 75, 68, 67, 90 RGB 0, 0, 0 HEX #000000
Rose Quartz Pantone 9281 C CMYK 0, 14, 9, 0 RGB 252, 223, 217 HEX #FCDFD9
COLOUR PALETTE Primary Colours flourish is mainly represented by variations of white, green, and black, inspired by natural substances and botanicals. These colours are identitfied across all flourish branded content, in order to develop a recognizable image. The primary print and branded colours are Moss Green, Coconut Milk, and Mineral Black. Seasonal Colours As the seasons change, different colours will be utilized as secondary colours to support the main colour palette. The Spring 2016 colours that will be utilized are Lavender Fog and Rose Quartz. These colours are only used in addition to the main colour palette and do not replace it.
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TYPEFACE
PRIMARY Quicksand - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SECONDARY
BlackJack - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Font use is to keep mainly with the typeface Quicksand, however other fonts may be used that compliment the brand image. For example, in social media, the cursive font BlackJack has been used to give the feel of liveliness and to communicate an active lifestyle.
INGREDIENTS Currently, flourish has introduced a basic set of colour cosmetics. These products are made from botanical ingredients such as coconut oil, raspberries, beetroot, essential oils, shea butter, etc.. flourish lists all ingredients in it’s products in the most basic of forms, leaving little confusion for the consumer. flourish encourages consumers to interact with ‘flourish beauty experts’ at any of it’s retail locations, as the brand continually provides education sessions to it’s workers, ensuring that maximum product knowledge is provided to the consumer. Every flourish customer should leave with unanswered questions about flourish botanicals.
PRODUCT PACKAGING flourish offers colour cosmetics such as lipstick, blush, foundation, eyeshadow, and mascara, with the intent of adding to the product line as time goes on. The packaging is made to be refillable, therefore it is stronger than an average disposible plastic. A main goal for packaging is sustainability. flourish products are packaged in containers that are a combination of both glass and stainless steel. This is done to ensure low toxicity in the products, as well as eliminates plastic entirely from the equation. Containers that are no longer able to be used can be recycled both in store or at home. The recycling of these products includes cleaning or melting them down to create new products.
BRAND IMAGERY flourish aims to promote itself with a clean aesthetic look. flourish looks to keep things cohesive by utilizing images of nature, in order for the consumer to get a feel for the intent of the brand. flourish brand imagery is both sophisticated and airy.
Fact: when humans view natural scenery, the area of the brain associated with empathy and altruism light up
Cosmetics and health. flourish communicates the message of health connected directly to the use of the product, as consumers are becoming more and more health centered, wheather it be mental health, physical health, and/or spiritual health. Imagery will be utilized mostly online, as paper advertising is something that will be avoided to remain faithful to the planet.
PHOTOGRAPHY flourish portrays a look of minimal beauty, while looking to fashion for inspiration on new trends. As the brand aims to capture a mainstream audience over time, fashion images associated with the brand pay mind to a high fashion aesthetic, while combining it with a natural look. flourish wishes consumers to use botanical products to enhance their given beauty while not diminishing their skin in the process. Images associated with the flourish brand are to always portray standards of high quality. Images of the natural environment, such as stone figures, natural landscapes, historical habitats and living organisms are to be used in imagery associated with the brand, as well. It is important for the audience to always picture images of the nature when thinking of the brand, as the philosophy of the brand stands to maintain ‘sustainable cosmetics aiming to preserve nature’.
DISTRIBUTION STRATEGY flourish aims to begin targeting consumers in Toronto. Starting from primarily University/College campuses. As this company model is a grassroots movement, flourish wil need to first start small and gain momentum through word-of-mouth advertising. flourish will utilize the following retail channels:
Year 1: Cosmetics Truck Distribution Year 3: Strategic Alliance with other stores (store within a store, ex. The Bay, Nordstrom) Year 5: Stand Alone Stores
cosmetics truck design
retail store design
SOCIAL MEDIA STRATEGY flourish approaches social media as a means of interaction with potential customers rather than trying to win a race to popularity. In order to gain an active audience, flourish aims to provide curated content that is both moving and visually stunning. Imagery such as inforgraphics and quotes that inspire sustainable practice will also be utilized to promote the brand message. Primary Channel Instagram - @flourishbotanicals Supportive Channels Pinterest - flourish botanicals Twitter - @flourishbotanic Facebook - flourish botanicals
VIDEO PROMOTION Recently, video has seen a rise in product promotion, especially on instagram. As consumers are spending more and more time on this platform, video is a valuable way to increase engagement. https://vimeo. com/164203790 Scan the QR code to view the flourish botanicals Promotional Video!
PARTNERING WITH INFLUENCERS
Influencer-brand connection is not a new discovery, however, now more than ever before, consumers are able to directly follow influential figures that share their values and interests. Through the power of social media, consumers gain a direct link to prominant figures who greatly influence their buying decisions and enforce their trust in consumer products. flourish plans to partner with green beauty gurus such as @sunkissalba, and @holistichabits, healthy lifestyle figures like @karinakatrina and @ ohsheglows and fashion bloggers such as @thatsotee and @notyourstandard. These influencers all have a loyal fan base of passionate followers who view their images because they inspire them and make them happy.
PLANS FOR THE FUTURE Looking to the future, flourish plans to have made a reputable name for itself. flourish would like to be positioned as a brand that stands for health, honesty, reliability, and liveliness. flourish plans to be a household name, selling directly from stand alone stores located in convenient retail locations such as malls and airports. flourish plans to develop a website and app that adds even more value to the brand, composed of product knowledge and additional facts about how cosmetics can be consumed sustainabiy. The direction of flourish will branch out to include facts about complete mindful living, allowing for consumers to gain the complete experience of practicing their values. flourish hopes that the cooperation of it’s customers will help to clean up the beauty industry.