anything but shaven jessica haynes
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This is a visual document, exploring a rebrand and extension into a male facial sector for the L’oreal brand Kiehl’s, promising to offer a product for every man, whatever their facial preference. By focusing on new brand attitudes centred on the individual, Kiehl’s can adapt to any male consumer, and consider how their appearance may change from a weekday to a weekend. With consumers expect the same experience at each 2 touch point of the brand, Kiehl’s can brand itself as the go to brand for all males, by offering facial mobility.
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why facial? insight new direction beards are dead perceptuals the big idea grow selector implementation appendix
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introduction
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Top 5 selling global Kiehl’s products in the men’s category are all in the FACIAL RANGES.
why facial products?
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e g
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a t ri
a r b y t i l i b credi hon au esty th en tic ity
offer facial mobility
66% of the male grooming market is dedicated to facial hair related products (Euromonitor, 2014)
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new direction
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100% yes
By asking 50 people 2 key questions, we were able to find a definate direction, which confirmed BEARDS ARE DEAD, it is all about stubble.
96% no
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BEARDS ARE DEAD
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‘You know when you see it on ASOS that the trend has truly reached cultural saturation’ (Reed, M. 2014)
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Fashion-conscious men warned we may have reached 'peak beard' (Millman, 2014)
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the stand out specialist
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‘Smart brands target moods and modes, and define moments of relevance in peoples lives.’
serious
NIVEA MEN
PROSPECTOR CO.
GILLETE
BROOKLYN GROOMING
CLINIQUE AESOP
Nothing occupying middle market for a product SPECIFICALLY TARGETED AT ALL MALE FACIAL HAIR
shave specific
beard specific MURDOCK BEARD MOISTURISER
BULLDOG
KIEHL’S FACIAL FUEL
(Arntson and Firth, 2014)
THE BEARDPACK JACK BLACK BEARD LUBE
THE BLUEBEARDS REVENGE SHAVE CREAM
witty
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perceptual line 20
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shave products
beard products
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development
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the big idea new range 24
above the
existing range
LINE new product range - for all stubble above clean shaven
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By identifying the 5 key concerns that men experience when going through facial hair growth in Semester 1, we have produced a range of products that will combat these issues. Having found primary concerns we are able to provide effective solutions. The consumer can determine what product is needed by ‘symptom’ they may be experiencing. We decided that this selection will be more feasible than choosing products based on stubble length, as this will differ for every man, and what is normal for their different stages. A ‘Grow Selector’ seen opposite can be used within this selection process insore, and within promotional material.
grow selector
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NOT ROUGH BUT READY
sensitive skin as hair breaks the barrier solution
product aims to prepare the skin, and soothe after shaving. This is the first step to breaking the barrier.
DIRTY SCRUBBER ingrown hair and skin irritation solution
by concentrating on ingrown hairs, dirty scrubber opens pores to encourage growth, whilst acknowledging sensitive skin.
PARTNER PLEASER
partners complaining about irritation on skin, soreness and redness due to scratchy stubble solution
the partner pleaser will smooth the scratchy stubble, making it an instant crowd pleaser
TRANSFOAMER
whilst stubble may grow, men still want it to look presentable and groomed solution
this foaming treatment will be a quick alternative to face wash in the shower, leave on for 4 minutes then wash off, transforming the unruly hair into perfection
LIGHTER THAN HAIR current beard oils on the market are too heavy and oily, but a treatment is still wanted solution lighter than air acts as a light serum treatment for longer facial hair
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implementation
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1 anything 2 but 3 shaven
packaging with new facial fuzz, anything but shaven range released, infographics instore to make ‘designer pharmacy’ an inviting male environment
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app released for customers and brand to interact via creating their own version of the ‘anything but shaven’ story
‘In the past, we have seen brands focus on what else they can expand into, but today it is about developing a clear brand architecture that allows consumers to make a simple choice.’ (Whyte, 2014)
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instore pay day events to be put in place, following on from semester 1 research, incorporating male only shopping times, along with photobooth instore to accompany novelty packaging
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flexible store concept designer pharmacy
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the cover up 40
Clean black and white photography, white background with a pop of colour for contrast in post-production.
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Catching a man with a bare face, he grab any item close to him, household products, or even the pet. He would rather use anything to cover his face than to be caught with a clean shaven appearance. He uses an item to cover up, hiding his face.
prickly promoter, 28
anti-razor aviator, 34 stubbled sportsman, 24
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whiskered workman, 53
the consumers Products aim to appeal to every man, they may differ in age, occupation and pastime, but all share a frequent possession of stubble / anything above the line.
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unshaven undergrad, 20
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promotional outcomes
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connect online novelty products not serious shareable be on screen
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Exploring the market in the previous semester then making the transition to implementation has seen the idea take a new direction. Although initially the beard was thought to be the product direction, due to large revenue specifically beard products, it was later decided that the beard was just a fad, a trend that would inevitably reach ‘peak beard.’ Taking into consideration men’s skin issues, along with packaging and bathroom identity has allowed a concept to develop that gives men a choice within their weekly routine, 52 specifically catered to their personal stubble preferences.
conclusion
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