INTERGRATED MARKETING COMMUNICATION STRATEGY
MEGAN GREEN
INTRODUCTION Generations of women want to alter their looks in a vain attempt to augment themselves out of the aging process. Cosmetic surgery has always been a rising market, but many women are now one appointment at a time, are giving themselves over to strangers in the hope of altering their looks but end up becoming impervious to their wildly distorted features from the increased overuse of Botox, fillers and implants. Slowly women begin to morph into something unreal and unattractive- sort of doll like, as they can’t seem to see past their plastic features.
Brand ‘Cosmetics Bar’ is looking to develop a new digital focused app which will allow a consumer to see a before and after process of possible cosmetic surgery. Giving an insight into what they may look like after cosmetic surgery, this app will allow a client to see whether the cosmetic surgery they want is really worth it. The app is set in place as both a pro and con towards the cosmetic surgery industry, it will allow women to slowly see their process of cosmetic surgery, which will hopefully help women to not look so fake from the overuse of plastic surgery as they can see a process image of themselves. The app will include both surgical and non-surgical procedures which will allow women to get the look they want without having to go under the knife.
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(Calvin Klein, Spring Summer 2016 by Tyrone Lebon)
RESEARCH SUMMARY ‘Multifaceted’ is a trend which was created to show the sad commentary of cosmetic surgery and how these small procedures can turn the world around us to plastic, but society has become blind to this new addictive abnormal nature. As the desire to have plastic surgery is no longer front-page news, research shows how society still has a growing obsession with this new abnormal in both the celebrity world and greater society.
(Steven Meisel, Makeover Madness Vogue Italia, 2005.) (Unknown.)
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CREATIVE AND COMMERCIAL RATIONALE
Brand ‘Cosmetics bar’ is aiming to create a digital focused app which will allow clients who are wanting to delve into the world of plastic surgery, an insight into the possible surgery they may get. Details about what cosmetic procedure the client wants, any other specific details about the procedure and also images of their chosen body part will be submitted into this private and confidential app where the clients will then receive back within a few days an image of what they will look like with this cosmetic procedure. The app is set in place to allow clients to be able to see exactly what the surgery may turn out like in the hope of making the client feel more at ease if they decide to go ahead with the procedure as they will know what the final outcome will end up like. In addition to this, the app will also have a feature which will allow clients to submit images of their final procedure which can be viewed by anyone on the app which will also give clients an idea of the success of the procedure.
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Results from a survery carried out to indentify the target market and the type of consumer who indugles in cosmetic surgery.
APP DESIGN HOME SCREEN -Burger Bar -Logo
PROCEDURE -Name of procedure -List of Surgeons
PROCEDURE PAGE -Lip Fillers -Breast Enhancement -Facial Botox -Rhinoplasty
BURGER BAR -Cosmetic Procedure -Gallery -My Cosmetics Bar -Saved Items -About CB PROCEDURE -Name of Procedure -Surgeon Address -Star Rating -Book consulation button -What they provide CAMERA -Camera Screen -Necxt Button
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PAYMENT PAGE -Title -Text -Payment details -Next
CONFIRMATION PAGE -Image -’Order Confirmation’ -Text -’My cosmetics bar’
GALLERY -Images of Clients -Quotes
SAVED ITEMS -Title -Image -Saved Items box
MY APPOINTMENTS -Title -Appointments Box
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Brand ‘Cosmetics bar’ will set this app up for other cosmetic surgeries to be a part of, so if a client wants a specific procedure this app will allow the client to choose a surgeon which makes it easier for the client to find a suitable surgeon. The app will also have features in which a client can easily set up an appointment to see a surgeon depending on the procedure they want, this will also give the client an insight into the cost of the procedure and any other details in which they would need to know prior to the procedure.
LOGO DESIGN SKETCHES OF LOGO DESIGN
FINAL LOGO DESIGN
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MICRO TREND LINK “A sad commentary on our desensitization to the madness of the society around us, this trend book delves into the world of plastic surgery and exposes societies ever-growing addiction to this new abnormal. Showing how women become blind to the unnatural self they are turning into as everyone else see’s the madness they are blind to. As plastic surgery is an ongoing trend over many many years, ‘Multifaceted’ is set in place to show exactly how these women are so impervious to their wildly distorted features and how they plastic surgery is becoming more extreme over time. Turning into something plastic and fake these women begin to look like dolls or as if they are wearing a mask in a sad and ironic twist.”
(Steven Meisel- Makeover Madness, Vogue Itallia and Face the Future Vogue Italia. )
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The brand ‘Cosmetics Bar’ is hoping to make women think twice and fully consider the after results before delving into their intended cosmetics procedure. Women usually jump straight into cosmetic procedures without fully considering what they may end up looking like. The app will include features which helps women to see their future procedure and think twice about what they are intending to get.
CREATIVE OUTCOMES HOME SCREEN
LIP FILLERS PAGE
MY COSMETICS BAR
BURGER BAR
APP DESIGN
CONSULTATION PAGE
ORDER CONFIRMATION
CAMERA PAGE
PAYMENT PAGE
FACIAL BOTOX PAGE
CONSULTATION PAGE
RHINOPLASTY PAGE
CONSULTATION PAGE
BREAST ENHANCEMENT PAGE
CONSULTATION PAGE
CAMERA PAGE
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GALLERY
MY COSMETICS BAR
SAVED ITEMS
GALLERY BURGER BAR
ABOUT COSMETICS BAR
MY COSMETICS BAR BURGER BAR
SAVED ITEMS BURGER BAR
ABOUT COSMETICS BAR BURGER BAR
ALL THESE PAGES ARE LINKED ON THE MAIN BURGER BAR
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SAMPLE OF APP PAGES
HOME SCREEN PAGE
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BREAST ENHANCEMENT CAMERA PAGE
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APP ADVERTISMENT