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 challenges conventional cosmetics companies, by beginning with the concept of sustainability. Designed with both sustainability and education in mind. Flourish was created with the intent to change the way consumers regularly purchase cosmetics. Instead of using disposable packaging, Flourish has created a ‘Sustainable Cosmetics Cycle’, where all cosmetic product packaging is refilled at each retail location. This method allows for an extended life of the packaging, and an overall reduction of waste. This strategy allows for fewer waste, and allows the consumer to spend time interacting with ‘Flourish Beauty Experts’ to gain valuable knowledge about the products. Consumer knowledge is something that Flourish feels is lacking in the promotion of natural cosmetic products, and Flourish does it’s best to educate consumers in the most organic way.
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.
�
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 all actions are taken in order to reduce waste. 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 products, while also creating peace of mind by ensuring that the consumer is being concious to the environment. In the long run, not only is this model sustainable, but it is also more cost-effective for the consumer.
Take the journey with us in our efforts to reduce package waste!
2. Choose your product container 1.
3.
Flourish makes cosmetics using the finest botanical ingredients
Have a ‘Flourish Beauty Expert’ fill your container with product
6.
zero-waste model
4. Take your product home and experience the benefits of Flourish Botanicals
When your product runs out, refill it at any Flourish retail location at a reduced price 5. Share your product with your friends and followers #myflourish
TARGET MARKET
Flourish aims to attract attention from late teens and onward. Flourish targets individuals who are health concious, mindful of aesthetics, and those who are concerned about the environment. Upon entering into the market, Flourish is targeting three main groups of consumers: Millenials (18-35)
Primary - 18-22 enrolled in High School/University/College Secondary - 23-27 Young Professionals Tertiary - 28-35 Moving into secure jobs, maybe beginning to start a family
COMPETITION
Flourish is mainly in competition with the following brands: Pacifica 100% Pure Josie Maran Physicians Formula LUSH Handmade Cosmetics These brands target a similar target market and claim to offer non-toxic beauty alternatives. In Canada, these brands are sold at locations such as health food stores, specialty green beauty boutiques, and online.
LOGO
The 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. Exceptions for the logo boundaries occur, based on the designers dicretion.
SUBMARK
This submark was developed to communicate the meaning of the brand through it’s continuous sustainable 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. 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.
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
Rose Quartz Pantone 9281 C CMYK 0, 14, 9, 0 RGB 252, 223, 217 HEX #FCDFD9 Mineral Black Pantone Black 6 C CMYK 75, 68, 67, 90 RGB 0, 0, 0 HEX #000000
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.
&
TYPEFACE Font use is to keep mainly with the typeface Avenir-Roman, however other fonts may be used that compliment the brand image. For example, in social media, the serif font Lust-Didone has been used to give the feel of liveliness and to communicate a sophisticated, yet active lifestyle.
Lust - Regular Avenir - Roman
PRODUCT PACKAGING
Flourish offers colour cosmetics such as lipstick, blush, foundation, eyeshadow, and mascara, with the intent of adding to it’s product line. The packaging is made to be refillable. 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, which mimics it’s intent for the environment. The brand is both sophisticated and airy, and keeps things cohesive by utilizing images of nature.
Cosmetics and Health
When humans view natural scenery, the area of the brain associated with empathy and altruism lights up.
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, being mindful of 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, beauty images associated with the brand are created using 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 are to be used in imagery associated with the brand. 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 mimics a grassroots movement, Flourish wil need to first start small and gain momentum through word-of-mouth advertising. Flourish will travel to music festivals and city events as an additional way to promote the brand. Flourish will utilize the following retail channels: Year 1: Cosmetics Truck Distribution Year 3: Strategic Alliance with other stores (store within a store, ex. Hudson’s Bay, Nordstrom) Year 5: Stand Alone Stores
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 infographics and quotes that inspire sustainable practice will also be utilized to promote the brand message.
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
Social Campaigns Build Consumer Trust Awareness Familiarity Consideration Preference Purchase
Influencer-brand connection is not a new concept, however, now more than ever, 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, taking daily inspiration from them.
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 natural cosmetics can be utilized. 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, strengthening the brand’s consumer lifestyle reach. Flourish hopes that the cooperation of it’s customers will help to clean up the beauty industry.