Fashion Film and Communications Strategy

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S m a s h b o x

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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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S m a s h b o x i n t e r v i e w

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?

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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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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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Next step : get married & get a dog e x e c u t i o n

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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

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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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