SEVENTEEN
CONTENTS
ROSIE KINGSTON N0383127
Live Project Portfolio FASH30001
THE BRAND BRAND HISTORY CONSUMER PERCEPTION OF THE BRAND THE BRAND EQUATIONS SWOT THE BRAND TODAY CURRENT ONLINE PRESENCE THE BRANDS SOCIAL MEDIA COMPETITORS THE CONSUMER THE NEW CONSUMER DAY/NIGHT LOOKS CONSUMER PURCHASING DECISIONS WHAT CONSUMERS WANT ARCHETYPES CONSUMERS FAVOURITE VISUALS THE NAME THE POWER OF THE NAME THE REBRAND BEAUTY TRENDS THE PACKAGING TRENDS WHATS ALREADY OUT THERE THE NEW BRANDING IDEA STORYTELLING THE POWER OF BEAUTY BLOGGERS TUTORIALS PINTEREST RECCOMENDATIONS THE NEW PERSONALITY OF SEVENTEEN THE SEVENTEEN STORY
THE BRAND
BRAND HISTORY
Seventeen as a brand has been around for now over 40 years. They started off as a brand for teenagers offering fun, fashionable makeup. They have lived through the Biba era, the 80’s where the customer didn’t want to be dictated to and the 90’s which saw a new campaign based around the line ‘its not makeup, its ammunition.’ and projected a new confident and aspirational attitude for the brand. By 2009 new packaging was rolling into stores which was very minimalisiic. The brand put more focus on social media advertising and PR.
THE CHANGING FACE OF THE BRAND 1968
1977
1997 1985
2008
2012
2013 fig.1
CONSUMER PERCEPTION OF THE BRAND In order to gain an idea of the current perception of the brand a survey was completed of thirty people asking them whether they knew the brand and what they thought of the brand. These were the results.
WHAT WORD WOULD YOU USE TO DESCRIBE THE BRAND?
DO YOU KNOW THE BOOTS BRAND SEVENTEEN?
85% 15% YES
YOUNG
NO
CHEAP
YOUNG BASIC
LOW-COST AFFORDABLE
GOOD VALUE BRIGHT
COLOURFUL INEXPENSIVE TASTEFUL LIMITED RANGE
YOUTHFUL BRIGHT
THE BRAND EQUATION Seventeen currently have a perception by consumers as quite girly and young but they really want to make the brand more sophisticated with air of attitude. They want to change the target consumer from teenagers to 25-35 year olds and therefore we have come up with a new brand equation.
T
REN R U C THE
GIRLY
ON I T A U EQ
CHEAP
E G A N E E T
THE
NEW
ATTITU
EQU
DE
ATI
ON
KNOW-
HOW
D E T A C I T S I H P O UNS
FASHIO
NABILIT
Y
SMART
MONEY
SWOT I did a swot in order to analyse the current strengths, weaknesses, opportunities and threats of the brand.
strengths -
Its a relationship brand Its a boots brand (known by consumers) Low price point Have a history (40 years in business) Has been successful with the nail varnish Its an enabler brand
weaknesses -
Low quality brand Not a status giver Not desirbale No online presence Percieved as a ‘teen’ brand
opportunities -
Lots of room to develop online marketing In need of a stand alone website A variety of consumers visit boots Improve commincation strategies (social media) Take advantage of boots maketing
threats -
Name used by other brands No 7 is already in the market (trusted brand) Has to appeal to a completely consumer group Consumers perception of the brand
THE BRAND today... There is a real inconsistancy with the current packaging of the products. fig.3
The instore design is also very inconsistant with alot of different branding and colours used on the stand. This can be very confusing for the consumer.
fig.2
CURRENT ONLINE PRESENCE
When searching ‘seventeen cosmetics’ the brand doesn’t come up as the first search, only as an ad.
When using thats brand fig.5
Seventeen has changed their branding to use the word rather than the number however when searching online for the brand under the written word they don’t come up.
The brand doesn’t have a stand alone website only a website as part of the Boots website. They need a stronger online presnese with more offerings on their website. fig.4 fig.6
searching the number when the comes up.
THE BRANDS SOCIAL MEDIA facebook fig.8
fig.7
Their twiiter currently does have over 10,000 followers however all the social media sites dont’t work together and they need to have a more personal touch to them.
The facebook needs to be updated if it is going to appeal to the new target older consumer.
The instagram site has hardly any followers and needs alot of work. fig.9
THE MAIN COMPETITORS
THE COMPETITORS
IR MMEL
Rimmel have created a strong brand personality and our now known for their edgy style featured around the slogan ‘get the london look’. They successfully changed their name from rimmel to rimmerl london. They are also well known for having Kate Moss as the face of the brand and recently Georgia Jagger aswell.
fig.12
fig.11
HIGH PRICE
N O I T LEC
fig.10
COL
fig.14
QUIET BRAND PERSONALITY
LOUD BRAND PERSONALITY
T I F E BEN
THE GAP
LOW PRICE
fig.13
fig.16 fig.15
Collection have recently changed their name from collection 2000 to just collection. They have added the tag line ‘work the colour’ which gives me a strong direction. It means the brand wants to be known for colour cosmetics. They are a similar price point to Seventeen and therefore are in direct competition.
Benefit are known for their strong brand personality, having a very retro kitch style. They are known for their innovative style of promotion and also innovation products. They are a higher price point than Seventeen but are a great example of a brand that has developed a loyal customer base in the cosmetics market.
COMPETITOR BRANDS PACKAGING
fig.17
THESE BRANDS KEEP THEIR BRANDING CONSISTANT ACROSS THE WHOLE RANGE
THE CONSUMER
THE NEW CONSUMER GROUP n e m o w d l o r 35 yea 25 -
Seventeen want to reposition their brand to be aimed at 25 - 35 year old women and therefore we took a closer look at the women in this age category. We looked at their different lifestyles and their choice of brands.
THE STAY AT HOME MUM
fig.18
-HAS CHILDREN -STAYS HOME TO LOOK AFTER THE CHILDREN -HAS A LIMITED BUDGET -HAS ALOT OF SPARE TIME TO APPLY MAKEUP -HAS TIME TO RESEARCH COSMETICS
THE YOUNG PROFESSIONAL
fig.19
-NO CHILDREN -WORKS LONG HOURS -HAS A CAREER -CAN AFFORD MORE EXPENSIVE MAKE-UP -DOESN’T HAVE MUCH TIME TO APPLY
THE WORKING MUM
fig.20
-HAS CHILDREN -WORKS FULL TIME -HAS A LIMITED BUDGET -HAS QUITE A LARGE BUDGET -NEEDS QUICK MAKEUP APPLICATIONS
THE PART TIME PROFESSIONAL
fig.21
-HAS CHILDREN -WORKS PART TIME -HAS A LIMITED BUDGET -LIMITED FREE TIME -CAN SPEND TIME RESEARCHING MAKEUP
DAY/NIGHT LOOKS
This is an analysis of womens makeup habits from daytime looks to evening makeup looks.
Estee Lauder doublewear mascara
DAY fig.23
Maybelline dream satin foundation
Rimmel eyebrow pencil Maxfactor blusher
Estee Lauder doublewear mascara
Maybelline dream satin foundation
NIGHT fig.24
Rimmel liquid eyeliner Rimmel eyebrow pencil Maxfactor blusher
Rimmel scandel eyes mascara
Christian Dior face powder
DAY fig.25
Rimmel scandel Rimmel eyes mascara eyebrow pencil Estee Lauder double wear foundation
Christian Dior face powder
YSL bronzer
Rimmel bronzer
Rimmel bronzer
No 7 Lipstick
Estee Lauder cream concealer
Barry M lipstick
Estee Lauder cream concealer
NIGHT fig.26
Calvin klein eyeshdow Rimmel eyebrow pencil Estee Lauder double wear foundation MAC fake eyelashes
Barry M lipstick
False Lashes
Clarins eye shadow palette
DAY fig.27
Benefit there real mascara Soft black eyebrow pencil
Rimmel exagerate eyeliner Clarins eye shadow palette
Estee Lauder double wear foundation Body shop shimmer blusher
Body shop light shimmer bronzer
NIGHT fig.28
Benefit there real mascara Soft black eyebrow pencil
Rimmel stay matte powder
Estee Lauder double wear foundation Asda’s lasting colour lipstick in queen of hearts
Nivea Lipbalm Body shop light shimmer bronzer
Body shop shimmer blusher
Nivea Lipbalm
Rimmel concealer
DAY fig.29
Estee Lauder doublewear mascara Benefit eyebrow wax/powder set
NIGHT
Bare minerals powder
fig.30
Maybelline Fit foundation
Benefit highlighter
Maybelline Blusher
Benefit primer
Vaseline
Estee Lauder doublewear mascara Benefit eyebrow wax/powder set Maybelline Fit foundation Maybelline Blusher
Rimmel concealer Benefit bronzer
ALL THE GIRLS WEAR A SET ROUTINE OF MAKEUP IN THE DAY AND ADD A FEW ITEMS TO THEIR NIGHT MAKEUP LOOK
Revlon lip stain Benefit Palette
MASCARA
FOUNDATION
CONCEALER
EYE LINER
LIPSTICK
packaging
EYE SHADOW
brand reputation
POWDER
environmental factors
10%
no
BRONZER
Price quality
EYEBROW PENCIL
WHAT ARE THE MAIN FACTORS YOU CONSIDER WHEN BUYING YOUR COSMETICS?
90%
yes
WHAT PRODUCTS ARE YOU COMFORTABLE SPENDING LESS MONEY ON?
LIPGLOSS
We did a survey of thirty people to look at how consumers in this target group make decisions when purchasing cosmetics and makeup. We wanted to also look at which products they are willing to spend less money on and which products they always spend more on. This is important because Seventeen offer lost cost products.
NAIL VARNISH
CONSUMER PURCHASING DECISIONS
DO YOU ROUGHLY HAVE THE SAME MAKEUP LOOK EVERYDAY?
WHAT CONSUMERS WANT One in 10 25-34’s are trading down to cheaper beauty products as premium brands are likely to be seen as an indulgence. (Matthews, 2013)
.”
ts uc od pr me sa e th y bu d an al tu bi ha e “We ar (Chipalkatti, 2013)
50% of global consumers rely on products and services that help them save time. (Matthews, 2013)
25-35 YEAR OLD WOMEN ARE:
In the optimum time of their life They have worked who they are and what they like They already have brand loyalties There are alot of different lifestyles in this age category
Not a specific woman but her journey through life
CAREGIVER
ARCHETYPES At the turn of the 20th century, the Swiss Psychiatrist Carl Jung studied the human condition and concluded that we all act the way we do because we map back to a series of shared experiences. He assigned these experiences to 12 categories.
RULER CREATOR
LOVER REGULAR GUY/GAL
JESTER
12 ARCHETYPES
SAGE
EXPLORER
INNOCENT
MAGICIAN HERO
OUTLAW
SEVENTEEN SHOULD CONCENTRATE ON BEING: A Caregiver brand that cares for its consumers. A Regular guy/gal brand that allows consumers to be ok with themselves. A Ruler brand that allows consumers to take control.
RWAN HAND D E H T E ‘I LIK
CONSUMERS FAVOURITE VISUALS
STYLE’
Seventeen fig.33
‘I L IKE THE STRO NG S TYLE
In order to find out what is visually appealing to the new consumer group we conducted a focus group asking them to choose out of different categories which one visually appeals to them more.
‘ITS ’
FUN
BUT
ALSO
CLEA
R’
‘ITS
‘SHE LOO KS MORE MY AGE’
NICE
AND N ATURA L
’
L’
TURA ERY NA V S K O ‘IT LO
S E T I R U O V A F E
TH
fig.32
fig.34 fig.31
FEATURES’ ‘SHE HAS STRONG
S BUT COLOUR ‘WARM TURAL’ AND NA H S E R F
THE NAME
TEENAGE
seventeen
GIRLY
YOUNG E G A N A H T I W D E T ASSOSIA
take elements of the word seventeen
THE POWER OF THE NAME
changing the meaning from an age to a number
‘What you must look for is a name that begins the positioning process, a name that tells the prospect of what the product’s major benefit is.’
maybe relate seventeen to a place
THE NAME CHANGE
(Ries et al, 2000, pg 76)
to represent the womens journey through life to reprresent the optimum time of their lives
to represent the new seventeen personality, showing that its a supportive brand
THE REBRAND
fig.36
- Velvety textures - Flawless matte foundations - Feminine softness with opulent edge - Key colours: metallic copper, ink black, petal pink, metallic blue, violet, cherry red.
BEAUTY TRENDS
In order to research into the beauty trends for Spring 2015 we looked to wgsn. These are the trends that we need to be looking at to inspire what seventeen create for the rebrand.
fig.37
fig.35
- Muted pastel tones - Powdery Finishes - Dewy natural glow - Luminous skin - Key colours : Sage, Heather, Apricot, soft pinks, lime green, lilac and fresh orange.
- Energetic and vibrant - Fiery strong pigments - Dirty midtones - High-summer palette - Key colours: vibrant blue, sandstone, grey midtones, gold.
THE PACKAGING TRENDS optical lines
handcrafted
Painterly
fig.38
An artwork approach to packaging design for a fresh look. Textural paint applications add interest to smooth surfaces. Expressive brushstrokes in a high energy palette gives an optimistic feel.
fig.39
Looking at old techniques and traditional craft forms to inspire product design. Hand crafted sign-painting updates typography and graphics on beauty packaging. While black and parchment scrawling have an old-school appeal.
k in r u o l o c r e t a w
fig.40
Frosted Perspex glass bottles and outer packaging feature manmade coloured grids and optical lines. Fluid swirls or colour give a softer aesthetic.
fig.41
Create an artistic look with painterly watercolour prints and patterns in poetic tones of green and lilac. Hazy, watery surfaces have a calming effect. Handdrawn floral illustrations have a soft and delicate quality that gives packaging an ethereal feel.
WHATS ALREADY OUT THERE
fig.42
WHAT THE CONSUMERS THIN
K OF IT
THE NEW BRANDING IDEA
‘it looks re ally differen t to whats al ready out th ‘i like the ere.’ feminine look , very womanl y.’ ‘it looks re ally sophisti cated.’ ‘it would st and out on th e cosmetics stands.’ ‘it look nice and mature.’
N O I T A R T S U L IL
A SOPHISTICATED APPROACH TO ILLUSTRATION, THAT APPEALS TO THE NEW OLDER TARGET CONSUMER. EMPASISING THE BEAUTY OF THE WOMANS FACE. A DIFFERENT APPROACH TO DESIGN, NOT SAMEY LIKE THE BLACK AND WHITE MINIMALISTIC ‘MAC’ STYLE MANY COSMETIC BRANDS HAVE FOLLOWED.
fig.43
STORYTELLING
4 Steps to Build Brand Awareness Through Storytelling:
craft your myth know your hero live your story practice makes perfect Sachs, J, 2013
THE STORY BEHIND THE WOMEN
“Antho l what w ogists cont ent th e lear at 70% n i s thro (Sheeh y, 201 of ugh st 3) ories. ”
.”
nto i y u e ebehy, 2013) l p o e (Sh “P
not s e i stor
cts u d o r p
fig.44
ct with e n n o c o need t hey do.” t t a h “People w and does (Sheehy, 2013) r b e h t why
“If it doesn’ custom t gene er, th rate e en the motion re wil with t l be a (Monte he t , 20 12) lack o f loya lty.”
THE POWER OF BEAUTY BLOGGERS
Beauty blogs are everywhere and they have alot of power when it comes to influencing consumers. Seventeen could develop relationships with beauty bloggers and use them as a marketing tool. They could also make products that are approved by beauty bloggers.
THE POWER OF WE, NOT ME ‘there’s strength in numbers, and that collective intelligence and collaboration are quickly becoming the default mode of 21st century research.’(Priego, E, 2012)
fig.45
TWO FACED MAYBELLINE
BEAUTY TUTORIALS Many beauty brands are developing their communication strategies to work with the new wave of popularity that beauty bloggers have had with tutorials. Many cosmetic brands are now featuring tutorials on their online websites. This is something that seventeen haven’t done yet.
RIMMEL
BENEFIT
COLLECTION FRONTCOVER
BOURJOIS
fig.46
SEVENTEEN COUL D USE PINTEREST TO I NTERACT WITH THEIR NEW TARGET CONSUMERS WHO ARE 25-35 YEAR OLD S
PINTEREST THE MAIN USER OF PINTEREST IS 25-35 YEAR OLDS
THEY COULD SHOW MAKE UP TRENDS
DS OAR B E MAK CTS D L ODU COU R P Y THE F NEW O
THEY COULD MAKE BOARDS SHOWING BEAUTY TUTORIALS
(Mashable, 2012)
THEY COULD SHOW CONSUMERS USING THE PRODUCTS
A name change [to reflect the women being older and more secure with themselves}. Create a core line that is always promotional lines to create buzz.
there
and
add
New branding needs to be consistent across the whole range. A better online presence [have tutorials on the website and feature bloggers]. And also have a more focused social media campaign that uses a tone of voice suitable for the new consumer group. It needs to be consitant across all channels.
RECOMMENDATIONS From all the research that has been done i have drawn together some recommendations that i think need to be changed for the rebrand ofseventeen.
The main users of Pinterest is 25-35 year olds and therefore it would be successful for Seventeen to have their own pinterest. Use the sophisticated illustration branding idea focusing on the woman and her beauty and her being secure with herself. Create a Seventeen personality that encompasses all the women in the target age category. Tell the Seventeen story, supporting women in their jounry through life with the little things that don’t need to be seen. Focus Seventeen as being a supportive brand [they have had success with concealors, primers and bb creams, they can develop the brand as being known for being there for women when they need it in their life journey]. You need it but its not obviously on show.
f o y t i l a n o s r e p w e n he
t
WOMEN DON’T ASPIRE TO THE BRAND BECAUSE IT IS ACCESSIBLE BUT IT PERSUADES THEM TO MAKE THE BEST OF THEMSELVES
SEVENTEEN it aims to encourage and support women without changing their style
fig.49
SUPPORTIVE you need it but
it doesn’t need to be on show
fig.48
A SOPHISTICATED LOOK TO THE BRANDING fig.47
NOT OVERLY TREND DRIVEN fig.50
4 Steps of the Story:
craft your myth
it aims to encourage and support women without changing their style
THE SEVENTEEN STORY
know your hero
Today, nobody wants to hear a story in which the consumer is the victim and your brand is the hero. The stories that work best today cast the audience as the hero. The Seventeen consumer knows who she is and is secure with herself.
live your story
Telling powerful stories calls for deeper authenticity from brands. While that may not always be easy, Seventeen need to live their story across all channels and instore.
practice makes perfect
Telling effective stories is a skill.Seventeen can develop their story as they go forward with the rebrand.