Sarah Young
w15029360
X LISA BUTLER/SUMMER 2017
DE0923
Beauty & Other Stories & Other Stories was originally conceived as a premium beauty retailer, and with Lisa Butler, a leading makeup artist, as our product developer, this gives our beauty range a seal of quality assurance that most other high street beauty brands don’t have. Four years since establishment, the beauty range now includes a vast spectrum of products including make-up, bath and body and skin care.
Source - http://www.sophlalook.com/2016/08/other-stories-beauty.html
We have a sustainable apprach towards our beauty range. All of our beauty packaging can be recycled in-store, and in return the customer recives a 10% off voucher. This incentive strengthens our competitive advantage and acts as a strong USP. The beauty range plays a key role in & Other Storie’s ethos of enabling the customer to buy “the whole look under one roof”, along with shoes, bags, acessories, jewellery and garments. As a brand, we have created campaigns which touch on body diversity and transgender models. Since establishment in 2013, there has only been one beauty collaboration, Colette X & Other Stories Cosmetics.
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Consumer Profile
& Other Stories is a brand for affluent, metropolitain females aged between 21-31, who don’t necessarily fall for every trend that comes their way. Their tastes will fall into different categories on any given day. They don’t mind paying higher prices for staple pieces, which will find a home in their wardrobe for years to come. They experiment with their style, and are creative and expressive in the way they dress. This campaign will specifically target a smaller range of woman within this sector, aged 21-24. Studies show this demographic is much more responsive to the use of new technology in stores. Technology will play a key role within this campaign. See profile below.
Name: Poppy Age: 23 City: London, Fulham Profession: Copywriter Reads:Oh Comely Hobby:Pilates
Source: http://www.adamskymgmt.com
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Online Audit
Blogger engagement via Instagram keeps the brand current. Strong visuals on the website mimic that of a Tumblr blog or a digital mood board. This is visually appealing. Posts need to be regulated accross all social media platforms, to keep the feeds consistant and the audience engaged. Introduction of competitions would help to capture the attention of the audience. This would drive traffic to the website and social media accounts. The large Twitter following (26.1k) could be utilised more efficiently. Instead of a platform to respond to customer equiries, we could increase content posts here. Energy must be driven into the brand’s Youtube and Tumblr accounts, which see little activity or consumer interaction. One soloution would be to link all social media accounts accross the board, for an impactful presence online.
Source: https://www.instagram.com/andotherstories/?hl=en
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Offline Audit
The idea of the atelier is strongly reflected in-store. A pop-up feel is created with concrete floors, clothes displayed on steel racks and ‘photographer’s studio’ standard lights, mimicking that of a fashion set. The result is a creative space, with a strong focus on product. For a brand which claims to be inspired by the world of blogging and “the digital age”, the offline space does not translate this well. The absence of interactive technology and gamification leads to poor online/offline cohesion. Competitors Zara and Reiss have already introduced these features to their stores, giving them a strong competitive advantage. A minimalist aesthetic is consistant throughout the store, however it would benefit from a clearer product categorisation on each level and more visual cues to direct shoppers on how to navigate the store space.
Source: Own Photography
Source: Own Photography
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Campaign Aim “To build traction for the & Other Stories makeup and skincare range with an industry collaboration, utilisation of social media platforms, increased product promotion and the introduction of new technology to the store’s beauty counters”. - The & Other Stories woman will visit the store as often to update her makeup bag, as she would to update her wardrobe.
Source: http://iamsandrine.com/blog/and-other-stories
Source: http://www.adamskymgmt.com/stefan-zschernitz/ fashion/other-stories-nike
Source: http://iamsandrine.com/blog/and-other-stories
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S W O T
Premium beauty Lack of promotion range for beauty range
Industry collaboration
High street retailer’s beauty range’s
Lisa Butler as beauty product developer
Lack of high-end editorial coverage for beauty range
Lisa Butler to forefront of beauty range
Competing against H&M’s own beauty range
Extensive beauty product range
Absence of ‘story telling’ with beauty range
Boost editorial coverage for beauty range
Reliant on H&M/Lisa Butler carrying brand name
Target audience have higher disposable income
Many not aware of Lisa Butler’s association with the beauty range
Introduction of technology to the beauty counters
Competitors introducing beauty ranges
High street prices
Not using social media channels to the best of their ability
Incorporate stories into campaigns
Economic downturn
Recycling incentive
No brand app
Opening up beauty range for males
Source: http://aichaqandisha.nl/other-stories/
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Campaign Objectives
1 2 3
Boost makeup & skincare product placement within high end fashion editorials and increase blog markeing
Strengthen social media platforms and utilize followers by injecting more engaging content e.g. competitions
Increase online/offline cohesion via interactive video screens, which will display engaging beauty content.
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Promotional Tactics
1 2 3 4
A fast promotion PR strategy implemented over a 12 month period, including a press launch event for industry professionals
Collaboration with British makeup artist Lisa Butler, bringing her to the forefront of the brand
Sending out media packs focused on the beauty range, and engaging with editors, journalists and bloggers.
The installation of interactive video screens to each & Other Stories store within the UK, starting at Regent St.
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Video Screens
Source: http://www.disneyrollergirl.net/tag/and-other-stories/
The video screens will draw consumer’s attention to the beauty counters, and the content shown on the screens will help to influence purchases. The introduction of technology in store will improve the brand’s online/offline cohesion, and draw consumers to the beauty products in-store while shopping. Customers can learn about the products right in front of them, and gain inspiration in how to use them, and different beauty looks that they can create.
Source: http://www.disneyrollergirl.net/tag/and-other-stories/
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Lisa Butler
Lisa Butler is a natural choice for a beauty collaboration given her close relationship with H&M, and her presence within the product development side of the & Other Stories cosmetics line. This collaboration will draw attention to the brand’s makeup and skincare range & in turn will help to increase product placement of the products within high-end editorials. May are not aware of Lisa Butler’s association with the beauty range, so this collaboration will bring Lisa butler to the forefront, helping to legitimise the range and strengthen the competitive advantage we already have on other high street beauty brands.
Source: http://www.lisabutlermakeup.com/page/biography
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Press Launch Event
A press launch event will take place at our Regent Street store on the 3rd of June, and will act as the centre piece of this campaign. It will mark the beginning of a live collaboration with makeup artist Lisa Butler, and it will be exclusive to relevant industry professionals such as beauty editors, journalists, bloggers and social media influencers. At the event, Lisa Butler will reveal the interactive video screens at the beauty counters, and there will be a screening of the beauty content that the screens will display. Guests will be treated to live makeup demos from Lisa, and will have the opportunity to ask any questions regarding the collaboration in an interview session.
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Timeline of Events
This fast promotion campaign will be implemented over a 12-month period, with promotional activities being carried out pre, during and post launch. Pre-launch activities will be focused towards creating hype online and building up momentum towards the campaign. During the launch, all activities will be geared towards a smooth and successful campaign launch, and spreading the word of the collaboration by utilizing all social media channels. Post launch activities will include media follow-ups and posting fresh new beauty content to social media channels & interactive screens in-stores.
Press launch event - 3rd June
Social media campaign begins
During Launch
Pre Launch
Video teaser launched
Make-up demos and interview with lisa butler
Send out press launch invites
Reveal of interactive video walls
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Continue uploading beauty content to the video walls instore & online
Post Launch Send out media kits to industry professionals
Film Blurb
A contemporary fashion film, promoting the & Other Stories beauty range with a lighthearted and summery feel, in-keeping with the brand’s aesthetics and creative personality.
Source: Own photography/BT’s on set
Source: Own photography/BT’s on set
Source: Own photography/BT’s on set Source: Own photography/BT’s on set
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X LISA BUTLER S/17