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S m a s h b o x
THE
c o o k THE t h i e f HIS w i f e & HER l o v e r
Olivia Houghton, Kayla Cullen, Holly Cooke, Elle Rostant, Chloe Bridger, Jas Sodhi
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• A violent and graphic 80’s commentary on greed and gluttony. The director, Greenaway, uses theatrical and colourful devices to the tell the story of the abused wife of a Cockney mobster and her mysterious affair that ends in disaster • Director - Peter Greenaway • Starring Helen Mirren, Michael Gambon, Richard Bohringer & Alan Howard • Lighting - Atmospheric, Bathroom- high key lighting, Restaurant- dark and red and also dark during the love affair scenes • Cinematography - pan shots- theatrical, close ups- intimacy, contrast between back and fore ground • Music - repetitive soundtrack, orchestral • Film References - Scarface, Godfather & Moulin Rouge • Colour -Red, Green, White, Pink
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S m a s h b o x Who are they ?
1995
2000
2007
Davis hosts first ever Photo Assistants Show
Signature Photo Finish Primer launches
High Definition Healthy FX Foundation launches
1990
1996
2003
2011
Smashbox STUDIOS founded by Dean & Davis Factor
SMASHBOX COMESTICS founded
L A Fashion Week launches at Smashbox Studios
Smashbox Studios host Hollywood Style Awards
C R E A T E D. . T E S T E D .. P H O T O G R A P H E d
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S m a s h b o x Where do they stand ?
high social media presence
studio / photo ready
commercial
low social media presence c o n t e x t
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Smashbox Representative at Boots, Nottingham BRAND USP -photographic brand - created and tested - LA studios -Colours are the same when applied -Owned by Estee Lauder CONSUMER SPENDING HABITS -affordable and easy to sell -most popular products are primer and contour kit -often buy pairing products e.g primer and foundation CONSUMER -loyal -18-30 -follow the brand on most platforms -tend to be up to date on brand news and launches
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S m a s h b o x i n t e r v i e w KEY INSIGHTS ‘What you see is what you get’ - this has been developed through testing in studios and behind the camera Digital based brand- emphasis on social media- scrapped print campaigns - persuade consumers to follow- focus on digital campaigns Have a story and narrative- easy for the consumer to follow- they know the brand already Launch a new product OR incorporate into marketing campaign
Smashbox have more than double the followers than other Boots concession stands such as Benefit, No7, on Instagram.
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Key Insights: - Some responders stated they had brought a couple of products, from what the representative told us products tend to be brought together e.g primer and foundation
s u r v e y
100%%
70%%
of social media followers followed Smashbox’s Instagram.
out of 68 of the responses we has were aged between 20-25.
- Bring the marketing campaign to Instagram due to its popularity and potentially encourage another platform - Possibly offer an incentive related to the primer or contour kit in marketing campaign - 38% of responders said they have never brought from Smashbox BUT 46% said they look for quality of products - why are they not buying from Smashbox when we offer quality and durance?
57%%
31%%
out of 68 responses thought the most recognised product was the primer, followed by the contour kit.
out of the 68 responses have brought a couple of products from Smashbox. c o n t e x t
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c o n s u m e r p r o f i l e The
student Youtube tutorials
Brows are pride & joy
Follow Sarah Ashcroft, Tammy Hembrow, Charlotte Crosby
Triangular nails
Follow their role models with looks & styles c o n t e x t
Income = Loan = MAKE UP
Twitter, Instagram & Snapchat /
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c o n s u m e r p r o f i l e The
professional
Eats out a lot & often hosts drinks with the girls
Holidaying NOT travelling
23-27 yr old professional
Smashbox enables them to work & play with little touch ups
City based, probably London
Secure financial position - can afford to spend money on nice things for herself c o n t e x t
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c o n s u m e r p r o f i l e The
make up
Watch tutorials online - pixiwoo, nikkietutorials, makeupbymario
artist
Freelance
Hometown - Manchester but often travels for work
Follows trends but adapts to specific clients
Smashbox’s diverse variety of products are suitable for their range of clients c o n t e x t
MUA for editorials, magazines, hair salon shoots /
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• Colour - Black and White with accents of red for branding • USP - Tried and tested in studio - authentic • Main focus is base products e.g primer & foundation • Stop motion videos on social media • Theatrical links withstanding camera • Mid Market • Literal
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• Costume - relates to narrative - texture and structure (Jean Paul Gaultier) • Marginally relates to the 7 sins, particularly greed • Authentic and raw • Film centred around food with each day starting in the restaurant • Sound - repetitive soundtrack by Michael Nyman • Colour - Dominant scenes with accent colours • Theatrical
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i d e a s Feast: Bompass & Parr / Experimental Food Society / Marks & Spencers Ads
Theatrical: Bright colours / Movement / Pace
Studio location: ‘Studio Ready’ / ‘Flawless Finish’ / Diverse models - as seen on Smashbox social media platforms
Movement: Smudging / Smashing / Smearing / Throwing
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Aims: - Raise awareness to a wider audience - Play on how much the current consumers love the brand
Models: - Evidence of diversity within models on social media platforms
Narrative: A feast of food and make up that turns in mayhem, however at the end the models make up is still flawless and camera ready c o n t e x t
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c o n s u m e r p r o f i l e target
consumer
for
film
19-20 year old student
Clean eating- lots of fruit & veg
laid back & chilled
Follows Essie Button, Megan Ellaby, Maisie Williams
shops in asos & urban outfitters
likes to try new indepedent bars
goals: travel the world in style c o n t e x t
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l o c a t i o n & l i g h t i n g Natural and artficial lighting
Photography studio or portable studio Shadowing light
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p r o p s & s t y l i n g Paint / coloured liquids
Sweet foods
White crockery
Mason jars / glass bottles
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America’s Next Top Model Cycle 20 ad
Yves Klein - Blue
Blake Little Preservation
Marco Milanovic - art direction with food
Bompass & Parr - experimentation with food
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#foreverstudioready BLOGGERS: Smashbox frequently uses bloggers on their Instagram to promote the brand. We will continue to use this strategy by using bloggers with a unique style and look.
AIMS: Demonstrate longevity of the make up products - We want to show new consumers how long lasting Smashbox’s products are on the skin by launching the campaign during the warm summer months of June September. Improve traffic through social media
1.46% of Smashbox links in their social media are used where as a staggering 59.41% of - Only
consumers are typing ‘Smashbox’ in to google. Pushing Youtube traffic
The popularity of Youtube is dying anytime soon, we will use this tactically as our Youtube traffic is
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1 Stage 1 Release advertisement (Fashion Film) on Youtube during summer. It will be featured as an advert on brand appropriate bloggers videos.
Stage 1 (competition) Share our Fashion Film and hashtag #foreverstudioready on Facebook, and Instagram for a chance to win one of Smashbox’s best selling products - contour kit with a personalised brush from that blogger.
The campaign will run for 4 months in total and there will be 4 competition winners per month.
Smashbox at Coachella 2016 c o n t e x t
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Stage 2 Chosen bloggers will start to introduce personalised products onto their channel The bloggers include: - Jess Barboza ‘Peace & Vogue’ - Kathleen Lights - Nicol Concilio Jess Barboza
Kathleen Lights
Nicol Concilio
Stage 2 (promotion) The bloggers will explain the blogger discount offer. JB10FOREVER
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When purchasing from the Smashbox website, you enter the blogger discount code e.g for Jess Barboza it will be JB10FOREVER for a 10% discount off your personalised contour kit.
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Jess Barboza
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Kathleen Lights
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Stage 3 Once you’ve purchased...
Stage 3 (promotion) After purchasing, Snapchat your product with the hashtag and blogger code. This will give the blogger chance to log in to a live feed on snapchat to see all of followers purchases and new looks.
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Stage 4 (promotion) Introducing the British equivilent of the bloggers to take part in the campaign. These may include Sarah Ashcroft, Zoe London and Hannah Maggs.
Stage 4 Further pushing the successful campaign
Sarah Ashcroft
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