Let’s go inside Treat your inner beauty
concept book Lily François
index introduction
05
the brand
07
target group
11
zeitgeist
17
opportunity
23
key insight
25
concept
27
big idea
29
vision & mission
31
style
33
35
tone of voice
objectives
37
production
39
podcasts
45
47
flow chart
campaign flow
49
website
63
sources
65
introduction
This concept book explains a campaign for Treatwell: Let’s go inside. Showing understanding, comfort, and guidance towards their core audience, the HecticMillennial, in times of crisis and stress. Shining light on the opportunity that the current situation lends us while making ‘being alone’ a comfortable feeling instead of a confrontational one.
05
The b
brand
internal analyse
the brand
Treatwell is the largest hair and beauty booking website in Europe.They provide a self-care application and website that allows you to book appointments at different kinds of salons.
‘‘We’re more than a smarter booking platform. We are the place where you can express yourself; we want to give you the confidence to try new things. We inspire you to integrate a self-care moment into your busy schedule every day.’ ’ Treatwell did research1 amongst millennials: how often do they feel relaxed in a day? They were shocked by the outcome: around six in 10 say they ‘never’ truly relax, because they’re always checking their phone for emails and messages.
‘‘Relaxing is hugely important, but it’s something we relegate to the back burner of our lives.Thanks to mobile phones and everything they allow us to do, it means that often when we are ‘relaxing,’ we are still ‘switched-on’: it can often feel as if our lives are in constant motion. Neglecting our relaxation time can have a detrimental effect on us, but it can happen quite slowly, you don’t realize it’s happening.’ ’ Treatwell encourages its customer to treat themselves offline.
09
For w
who?
external analyse
target group
The Hectic-Millennials spend most of their time outside their house: in coffee bars, restaurants, workplaces, and gyms. They are always on the go and living life as efficiently and rapidly as possible while being surrounded by colleagues, sports buddy’s and friends. They are continually using their brains to problem solve and troubleshoot throughout the day. Now that their social agenda has vanished, they find themselves feeling restless and ungratified since they are not familiar with being alone. Longing for external stimuli, these Hectic-Millennials reach for their phones and spend over ten hours a day online2. And with news changing all the time now, information is constant. Whether it’s about the pandemic itself or whether it’s a time-line full of unrealistic images of unrealistic lives. They are constantly confronted with what others are doing better, even in quarantine. insight This ‘social comparing’ has a numbing and depressing effect3; it has made the Hectic-Millennials more alienated from themselves. The constant noise of outside makes it hard for them to listen to their inside. The Hectic-Millennials are out of touch with themselves.
13
‘‘We touch our phones more than 150 times a day, but we have lost touch with ourselves. Because without any offline time, the nervous system never shuts down — it’s in constant fight-or-flight mode. Even computers reboot, but we don’t: we are always on.’’ Nancy Colier (psychotherapist) for NY times - the Power of Off 4
Why
now?
external analyse
zeitgeist
Shops, stores, offices, and gyms are closed. The Coronavirus has forced many countries into a lock-down: all meetings and events are scratched from the agenda, and public crowds must be avoided. The Hectic-Millennials had to adjust quickly: from rushed meetings and spin-classes before dinner, to working from home and doing yoga in the kitchen. To keep themselves from being lonely, and to stay ‘in touch,’ they’ve exploited digital ways to connect5. Using Face-Time to call (grand)parents, Zoom to keep track of work-meetings and HouseParty to cheers with friends. While before Covid-19, digitalization made us feel more lonely; it is now our only tool to be connected with others. We massively ignore our screen time pop-up, which we installed in pre-Corona times.
19
‘‘We are getting more and more alienated from ourselves, and therefor are more and more vulnerable for burn-outs and depressions. The key is to be able to live with yourself, alone. We need to be able to look in the mirror and be happy with the person we see.’’
Paul Verhaeghe - Intimiteit (book, 2018) 6
opportunity
Sometimes we need help turning down the volume of our brains a bit, and listen strongly to the information our body is giving us. Reconnecting our bodies and our minds has the power to make us happier and more grounded. This shift towards a closer mind and body connection, allows us to be more present during the day. Yet, not everyone feels like standing in a down-ward-dog position or lighting incense, to feel grounded and connected. Time for a brand that recognizes the restlessness of the Hectic-Millennials, and embraces the fact the current situation (from self-quarantine to permanently working from home) will offer new insights. Being alone allows you to focus on yourself entirely. And by being aware of yourself, while training your internal feelers, you’ll be able to re-connect7. The Hectic-Millennials need a brand that stimulates them to get back in touch with themselves, in a down to earth and practical way.
23
strategy
key insight
Being in touch with yourself is a necessity in life, especially in times of crisis and stress. Knowing how to live with yourself is a basic human need. A great way to get familiar with this is by being alone. But, ‘being alone’ is seen as ‘being lonely’ when the time spent with yourself feels like a confrontation. While ‘being alone’ is of great value when the time spent with yourself feels comfortable. It’s scientifically proven that touching your own skin is the purest way of becoming self-aware, which will contribute to the feeling of being in touch with yourself 8,10. Our skin is the largest organ and sense we have, with as main need: the need to be touched. An easy yet efficient way to do so is by integrating this into your beauty routine and treating your inside by taking care of your outside.
25
The co
oncept
Treat your inner beauty
creative concept
big idea
#letsgoinside is highlighting two important issues within one campaign name. We are currently living in the middle of a crisis. Sadly, it will take a long time healing from the fear of a new outbreak. Slowly but surely shops and stores are opening their doors, but we have to realize we will be living ‘a new normal’ while adjusting to the fact that we’re more inside our homes. Treatwell offers a way to make this more enjoyable and beneficial at the same time. The second message within this campaign name is referring to the given that the target group is continuously receiving stimuli from outside. By mentioning ‘Let’s go inside,’ Treatwell motivates the target group to look inside themselves instead of focusing on the outside world. Pay Off The campaign carries the pay off: ‘Treat your inner beauty’: a small explanation and link to the second layer of the campaign name—a reminder that our insides need treatment and attention too.
29
creative concept
vision & mission
Being in touch with yourself is a necessity of life, especially in times of self-isolation and social distancing.
Treatwell make ‘being alone’ shift from a feeling of confrontation to a feeling of comfort.
Let’s go inside.
attention discover comfort
31
creative concept
style
C10,M70,Y71,K1
Let’s Let’s Let’s C5,M24,Y15,K0
go
go
go
inside insideinside C3,M30,Y81,K0 C9,M59,Y33,K1 C100,M90,Y10,K0 typo: gill sans regular bigger pieces of text: gill sans light treatwell in text: baskerville sem bold treatwell logo: own design
33
creative concept
tone of voice
Treatwell is known for its cheeky and colorful tone of voice. Though, this expressive use of bright and neon color can come across as distant and shallow. It fits the outer-beauty concept, rather than the new inner-beauty aspect. For the Let’s go inside campaign, natural and skin-toned colors are more suitable. Combining Treatwell’s original tone of voice with the conceptual tone of voice makes this campaign inspiring and recognizable. This communication strategy will show familiarity as well as creativity, with a finishing touch of the Treatwell its typical colored wave in a fun yet practical way,. The avid Instagram scroller looks at an image for approximately 3 seconds. Using a GIF*, the key message will be communicated in the minimum amount of time, efficient yet playful. Playful, daring, discovering, attention.
*
a lossless format for image files that supports both animated and static images.
35
creative brief
objectives
Cognitive objective: The Hectic-Millennials should be aware of the given that being alone is is beneficial for their well-being because it allows the target group to pay closer attention to themselves without receiving external stimuli. Affective objective: The Hectic-Millennials should feel the difference between being alone and being lonely.They should experience the shift from a confrontational feeling to a comfortable feeling. Behavioral objective: The Hectic-Millennials should allow themselves to enjoy being alone, to integrate moments for themselves during a busy day, and to be aware of self-attention. This is not just important during a pandemic or crisis, but especially when things are turning back to (the new) ‘normal’ and the agendas start to fill up again.
37
The pro
oduction
13
application
the 4 routines
In the rush of their lives, the Hectic-Millennials have made their skin and self-care routines as efficient as their takeaway coffee. Something they need, they have, they execute, but don’t take time for. The face (most used), the feet (most forgotten), the body (most ashamed), and hair (most automatized) routine are mostly done on autopilot.
Treatwell re-invents these four routines, with an emphasis on the
self-touch element in all. Teaming up with salons and professionals will provide informational yet inspirational content to fill in the inner-beauty category extension in the Treatwell application and website: The Beauty Behind podcast series. Why a podcast? In this way, the target group will be able to listen to the Treatwell guidance about the benefits of self-attention and touching while executing their daily beauty routine. It gives the target group the opportunity to take their eyes of their screen and doing something worthwhile without feeling counterproductive.
41
the 4 routines
Let’s
Let’s
go
go
inside
inside
This image is used for the ‘the beauty behind your face routine’ podcast.
This campaign image is used for the ‘the beauty behind your feet routine’ podcast.
The face routine is the most used routine indoors. The core audience of Treatwell is fully aware of whàt to apply, but they are not familiar at all with hòw to apply it. Treatwell will enlighten the target group about the benefits of applying your products with your own fingertips. This does not mean to work more slowly, just more mindfully.
Our feet are one of the most forgotten parts of our bodies. It’s scientifically proven that our feet benefit the most from touch, self-massage, and our attention. This, due to all the nerve endings within the palms of our feet. Treatwell guide the listening through some new techniques in order to treat your feet, while soothing the mind.
Let’s
Let’s
go
go
inside
inside
This campaign image is used for the ‘the beauty behind your body routine’ podcast.
This campaign image is used for the ‘the beauty behind your hair routine’ podcast.
Research shows that we tend to avoid touching the parts of our bodies we are insecure about. Our belly, thighs, and upper arms are the top 3 most avoided parts. Neglecting these contributes to the feeling of discomfort. On the other hand, recognizing, touching, and eventually accepting these parts, contribute to a feeling of self-connection and overall happiness.
The average hair routine is something the Hectic-Millennial does on auto-pilot. Often using the wrong brush and tactics, mostly because the target group tends to be in a rush and simply isn’t aware of the profits when taking good care of it. Treatwell will enlighten the target group about the beneficial factors of self-massaging your scalp, both mentally and physically. 43
application
the podcasts
The Treatwell podcast ..your body routine’
..your face routine’
t series ‘The Beauty Behind.. ..your feet routine’
..your hair routine’
45
flow chart
application
landing page, with a new cataegory ‘inside’
the beauty behind your body routine
there will be an option to schedule the podcast, the Treatwell app has a direct link to your agenda and asks if it’s allowed to send a noticafation whenver the date and time has arrived.
when consumer chooses to listen to the podcast immediately, the podcast will arive at the same moment (with the option to save or fav. it)
when clicking on ‘inside’, four subcatogories will be shown,
the possibility to choose from four different beauty routines
47
The camp
paign flow
The ‘Let’s go inside’ GIF’s will be used in sponsored Instagram stories.The GIF’s will pop-up while the users are scrolling through their stories, using the full mobile screen as a distraction-less canvas. 68% of people become more interested in a brand or product after seeing it in a story14. Animated GIF’s allow the user to engage with the format more quickly and consume the content easily. The four different routines and podcasts all carry their own GIF for the social media campaign, saying: ‘Don’t touch your...’, next up ‘Do touch your...’, followed by ‘Let’s go inside’. By using the typical Treatwell-wave, the n’t from Don’t disappears, which leaves you with the encouraging phrase ‘Do touch your face, feet, body or hair’.
#letsgoinside
1.1 tease
#thebeautybehind
51
All the textual images will contain little fragments of the podcast, in text, and in sound. A one-minutepreview will trigger curiosity. The link in the bio and in the description of the posts will bring the viewer directly to the designated podcast.
A mix of text and images is common at the Treatwell Instagram pages. By using the same color palette as the application-extension, it will look familiar, sophisticated, and fresh. The text will contain inspiration and inviting quotes from the podcasts to trigger the viewers’ curiosity. Treatwell’s Instagram account, is linked to its Facebook page. The stories and posts will be linked directly to their page, in order to gain more interest. A new tab has appeared on the left sidebar: ‘podcast’, which will have a direct link to the podcasts channels of Treatwell.
#letsgoinside
www.treatwell.co.uk/inside
1.2 tease
#thebeautybehind
53
The campaign is rolled out, the customer is aware: it’s time to make the podcasts available on the website and within the application. Instead of booking a regular treatment, the visitor will be able to schedule their podcast into their digital agenda (either linked to Google or to Apple).
2.1
release
#letsgoinside
#thebeautybehind
55
Meet the girls!
In order to maintain the buzz around the Let’s Go Inside campaign, Treatwe macro-influencers who share the beauty behind their routines. Using a handful of po will help Treatwell reach a broader and wider audience. Besides gaining more #mybeautybehind, Treatwell will grow in the sense of personality, intimacy, and
@beautygloss (603k)
@joannvdherik (176k)
@maan.de.st (874k)
Mascha is the first well-known beauty-blogger from the Netherlands. She is known for her realness and believes in equality in every sense of the word. Now that she’s pregnant, she’s even more hooked on self-care. Besides being a mom-to-be and a vlogger, she also launched her own ‘Mascha Planner’.
‘If you’re lucky enough to be different from someone else, don’t change’ is Joann’s Instabiography. Joann is a UK based plus-size model, who’s not shy about showing off her beautiful curves. She’s a straightforward, positive girl who supports, motivates and brings happiness in the lives of her followers.
Maan is only 23 years old, but already managed to receive a Golden Record. She is popular amongst teens, but not just because of her talent for singing (and acting!), but for sharing real thoughts and real images: makeup-less, full in tears, you name it. Maan shows her inner beauty to influence her audience.
macro-influencer
macro-influencer
macro-influencer
#letsgoinside
2.2
release
ell will be using micro-, and ositive, self-caring influencers e awareness with the shared d accessibility.
@whoisthatblonde (52k) Lynn is an inspirational girl with more than just a passion for inner beauty. She’s using her looks and brains to level up her game. Being honest about practically everything in life, from health to explaining her Instagram filters, she distinguished herself as a trustworthy, wholesome person. micro-influencer
#thebeautybehind
57
3.1
maintain
Meet the salons! Treatwell’s customers aren’t just the people who visit the salon, the salon itself is also customer at Treatwell. An important aspect, we should not forget to mention within this campaign. To support the beauty branch in these times of crisis, Treatwell will show the beauty behind the scenes of the salons. Besides, these are the people who inspired and provided the information for the podcasts. ‘Meet the faces behind the podcast voices’. A personal and intimate relation between Treatwell and the salon, the salon and the customer, plus Treatwell and the customer will be highlighted in this aspect of the Let’s Go Inside campaign.
#letsgoinside
#thebeautybehind
59
3.2
maintain
While most people are still avoiding the city center, the local parks are becoming more crowded. Even people who never went for a run outside put on their running shoes and dive into the closest city-park. To trigger the target groups’ interest as well offline as online, the previous mentioned GIF’s are used as posters on abri’s near local parks and hiking trails
#letsgoinside
#thebeautybehind
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visit the website for a complete overview of the project, and to listen to the pitch and podcast.
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main sources 1. Modern Stress: 6 In 10 Millennials ‘Never’ Relax Because Of Constant Urge To Check Phone (2019) https:// https://www.studyfinds.org/modern-stress-6-in-10-millenials-never-relax-constant-urge-to-check-phone/ 2. Digital lives of Millennials - America Press Institute (2015) https://www.americanpressinstitute.org/publications/reports/survey-research/digital-lives-of-millennials/ 3. ‘The Influences of Social Media: Depression, Anxiety, and Self-Concept’ (2019) https://core.ac.uk/display/228310418?recSetID= 4. Book: The Power Of Off - Nancy Colier (2016) 5. The Virus Changed the Way We Internet - The New York Times (2020) https://www.nytimes.com/interactive/2020/04/07/technology/coronavirus-internet-use.html 6. Book: Intimiteit - Paul Verhaege (2018) 7. An Examination of Authenticity, Uniqueness, and Well-Being (2014) https://core.ac.uk/display/76383903?recSetID= 8. Sense of body and sense of action both contribute to self-recognition. https://www.ncbi.nlm.nih.gov/pubmed/12127698
9. Pilot study investigating the effects of Ayurvedic Abhyanga massage on subjective stress experience. https://www.ncbi.nlm.nih.gov/pubmed/21568717
10. Physio-Anatomical Explanation of Abhyanga: An Ayurvedic Massage Technique for Healthy Life
https://www.omicsonline.org/open-access/physioanatomical-explanation-of-abhyanga-an-ayurvedic-mas
sage-technique-for-healthy-life-2573-4555-1000252-95904.html
11. Interview with LouLou Ahisma from ‘Go With The Glow’ about the benefits of self-touch 12. Interview with Charlotte de Haas, Psychosomatic Physiotherapist 13. Interview with Esther Molenwijk, Haptotherapist 14. The Rise of Stories - 500 million Instagram accounts use Instagram Stories every day https://business.instagram.com/a/stories?ref=igb_carousel All images taken by me, model Elise Timmenga, location ‘Atelier Tilburg’.
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Let’s go inside
Lily Franรงois