TOO FACED COSMETICS
THE REBRANDING ISSUE
TOOFACED.COM
T
introduction
here aren’t many industries’ that can boast the fierceness of competition as in the beauty industry. Over saturation due to the scope and trendiness nature of the business offer great opportunity for company’s who have great ideas, the wherewithal to stay relevant and engaged with their customers. This is the problem with Too Faced Cosmetics. Too Faced manufactures quality, innovative products yet lack the brand appeal and awareness that gets the consumer excited about their products. Too Faced strength isn’t that they carry a large number of sku’s in their inventory, but that they offer quality, innovative products that appeal to a large segment of women who identify with their values. It is the purpose of this campaign to revamp and energize Too Faced Cosmetics as a recognizable, go to brand for quality, trend-setting cosmetics. Lastly, it is also the goal of this campaign to retain customers, as well as acquire new customers with a comprehensive marketing campaign that will allow Too Faced to grow and enter into new markets.
About Me My thoughts about the project .
TOO FACED
tableofcontents RESEARCH
1.0 Research Abstract 1.1 Research 1.3 Demographics 1.4 Client Brief 1.5 SWOT Analysis 1.6 Brand Mission
CREATIVE DEVELOPMENT
2.1. Inspiration 2.2 Taglines 2.3 Mood Boards 2.4 Website Ideas 2.5 Print Ad Iterations 2.6 Motion Graphic
STYLE GUIDE
3.0 Design Elements 3.1 Logo 3.2 Images 3.3 Colors 3.4 Voice & Tone 3.5 Typography 3.6 Textures 3.7 Look & Feel
FINAL DESIGNS
4.0 Website 4.2 Digital Banners 4.3 Print Media 4.5 Billboards 4.7 Mobile Applications 4.9 Direct Mailers
THE
ANSWERS
RESEARCH.
“A woman without paint is like food without salt”. A quote from Philospher Plautus that explains the torrid love affair between makeup and women throughout the ages. Even he couldn’t fathom the role and the importance makeup would play in society century’s later.
researchabstract The cosmetic industry is a very competitive, ever changing industry. Because it is so volatile, with new niche markets emerging almost daily, the need to be and stay relevant is an important goal to cosmetic companies. Market share, which amounts to millions of dollars in revenue, is at stake. In addition to the loss of money, women, who ultimately are the benefactors from such products will lose out as well. In order to stay relevant companies often need a strategy, almost a rebirth in order for it to reconnect with its consumers. If this vital connection isn’t restored, the target market will stop purchasing the product, and become less aware of its presence. Unfortunately with so many choices on the market, choosing to not stay on the consumers mind is extremely calamitous. Fortunately, design solves this problem for companies. A solid, successful rebranding strategy can take even the least sought after brand and turn it into an overnight success. Often, rebranding includes a complete overhaul in design solutions like the logo, marketing and social media, and the overall feel of the brand. In actuality, design helps consumers make the tough choices simple. Color theories, the use of typography and ad placements are often scrutinized in order to find the best strategy in reaching the target audience. When a company believes it has a great product to offer to consumers it is in its best interest to take the necessary steps to stay relevant. This paper looks at one such company who, without the utilization of a wellthought out, rejuvenated rebranding campaign might lose its potential of becoming truly beautiful.
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et’s not be mistaken, Too Faced is not concerned with the size of its competitors. According to Goldin, “In the current world, money is not everythinng and size is not everything. It’s really about the quality of the connections you make with consumers, the way you bring the brand to life” (Neff, 2012). Too Faced is a glamour filled brand infused with fun for the woman who expects more from her makeup. By focusing on a rejuvenated rebranding campaign aimed at the needs of its consumer base, Too Faced will be able to make these connections. By strategically focusing on the intangible complexities that matter to a female between the ages of 16 and 40, like confidence, intelligence, beauty and fun. It will present to women on a glamorous scale, that this is the brand to purchase for that confidence, intelligence, beauty and fun. What teenager in high school wouldn’t like to have that in her arsenal during a confusing time of peer acceptance and boys? What woman, who is in the work force trying to establish her career, not want that for her? Beauty is important and powerful. This is why it is important a brand that focuses on the needs of women with quality, innovative, fun products is readily available and known to women. And Too Faced will make it known that all these intangi-
RESEARCH
bles are wrapped up in pretty packaging with its name on the box. In an essay from Robert Bly, he reiterates to “Start with her needs, desires, fears, concerns, problems, headaches and dreams. People care much more about themselves than they do about your product” (Bly, 2009). Too Faced will show women why they need to choose this brand over its competitors. To accomplish this, advertisements will be placed in fashion magazines like Seventeen, Teen Vogue, and Girls Life for the younger target audience. Modern magazines like Cosmopolitan, In Style, Glamour, Elle, and Vogue will be used for women 21 and over. Ads will appeal to both the price sensitive and the not so price conscious consumers. Too Faced will also sponsor fashion shows, have an extensive presence at Mercedes Benz Fashion Week, the largest, premiere, most recognized fashion gala in the US. Also billboards and outdoor signage will be utilized to market the brand in mass appeal.
Lastly, a stronger presence will be implemented on social media, all in efforts to raise brand awareness, brand loyalty, recognition as well as revenue. In order to increase brand recognition, market share and revenue, Too Faced must be rebranded. Focusing on campaign objectives will communicate Too Faced as the go to brand for trendy, fashion conscious women who identify with fun, and glamour. The market strategy includes developing commercials, web and mobile applications, print communications such as a redesigned logo, revamped product packaging, makeup cards that are understandable yet practical, and other marketing collateral; i.e., billboards and sponsorships of fashion designers and fashion shows. Typography, color and concept are all egregiously important in developing a memorable brand identity to accomplish rebranding goals. Erik Spiekermann, a celebrated typographer and author of Stop Stealing Sheep and Find Out How Type Works, states that anyone looking at a printed message will be influenced within a split second of making eye contact, by everything on a page (2002,
p. 39). In order to influence attitudes, the Too Faced logo will be changed from script to sans serif lettering to be more effective. The typography will be Futura Condensed Medium, a bold san serif font that is easily depicted at any scale. This aggressive font is reflective of modern women who are fun, confident, and feel their personal beauty is important. Interesting usage of the font will be utilized as well. For an example, pictures of stylish, confident women will be placed inside the oversized lettering playing off the negative space. Also for further visual variety, utilizing a design trick to create interest. Spiekermann (2002, p. 43) suggest that one can print type on different backgrounds, play around with dark on light or light on dark; making it appear there are numerous typefaces, but in reality, there is only one.
He concurs with others in the design industry, that there is no substitute for good type, or great design; but is a reminder that certain images are ingrained in the readers (consumers) mind. Therefore, a bold, recognizable, distinguishable typeface is needed. Consistent use of this typography, color and concept will be on all areas of the marketing initiative. Color increases brand recognition by up to 80 percent (Morton, J. 2010). Another interesting fact is that, “Research conducted by the secretariat of the Seoul International Color Expo documents the following relationships between color and marketing: 92.6 percent said that they put most importance on visual factors when purchasing products” (Morton, J. 2010). This is why it’s imperative that the color schematics change. “As a marketing tool, color attracts consumers and can shape their perceptions. Through color, a brand can establish and effective visual identity, form strong relationships with a target market, and position itself among competitors in the marketplace.” (Labrecque and Milne. 2012). A departure from its roots of pastel pink is timely and necessary. This particular pastel pink is an insubstantial color and appears muted, disassociating itself as a fashion
brand. “Pink symbolism is complex and its popularity is subject to so many influences. In some cases, it is quite appropriate; in others, perhaps the only cliché worth using is one, which is ripe for a vivid transformation” (“Think Pink”. n.d.). This vivid transformation is the goal of rebranding Too Faced. Grabbing the customer’s attention is important and is only accomplished by choosing the right colors. By embracing a darker, more saturated, vibrant pink, a feeling of youthfulness and glamour is implied, hence a design linkage for Too Faced. “High saturation increases arousal and excitement; high (versus low) levels of saturation exhibit a positive relationship with the excitement dimension of brand personality” (Labrecque & Milne. 2012). The softer pastel pink was originally used and intended for the feel of Old Hollywood glam. However today, the color is more indicative of nursing homes, and baby rooms, feelings of relaxation and calm. It isn’t that the softer pink is wrong, it is wrong for a brand whose intention is fun, and glamorous. The sense of panache must be introduced and injected into the brand. Everyone knows that beauty and fashion are synonymous with one another. “In the fashion world,
black expresses status, elegance, richness, and dignity, e.g., black limousines, black tie events, little black dresses, tuxedos, suits” (Labrecque & Milne. 2012). This is why so many cosmetics companies use black as their prominent color. Black means glamour, appeal, desirability and sophistication. In the beauty industry this perception is paramount. “Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone (Morton, 2010). In other words, the goal is to elicit a response from the target audience, and color is a strong communication tool to do this.
Too Faced packaging is another tool and one of the last steps in leading the customer into a retail establishment to purchase Too Faced products. However, to get the type of brand recognition warranted for such a product requires a strategy that has the staying power and the influence on the minds of the consumer. Marketing is the solution. Marketing is the only way to gather the greatest attention and extend Too Faced beyond the borders. Along with pink and black, humor and wit will play a significant role in the advertisements. This is the differentiating factor between its competitors. Too Faced is a fun brand and will be marketed as such. Lively images of women adorned in pink or black enjoying chal-
lenging situations while looking beautiful will be the foundation of the print ads. Fuchsia will be the recurring theme in all images associated with Too Faced. Portraying women as confident and cool in chaotic environments will have women’s interest peaked and clamoring to find out more. Too Faced will use these personal experiences and others to ultimately forge an emotional connection and a relationship with its consumers. This focus on their targets core values of leading pleasurable, happy, fun lives while looking fabulous will be communicated and encourage sales to rise exponentially.
n conclusion, Too Faced Brand Cosmetics is an exuberant, fun based brand retailing at a great price point. It is quality makeup that needs to be in the hands of its target audience. This product needs to be known to a greater audience. A lively, rebranding campaign will bring awareness and the attention needed to solve this problem and achieve the goals. Again, Too Faced competitors are numerous as the 60 billion cosmetics industry is ever growing. Strong brand names have strong brand recognition and an even stronger consumer following, however, Too Faced can be a formidable opponent. With the help of this new branding campaign that includes a new logo, improved typography, packaging, and marketing material, this strategy will rejuvenate the brand and
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form an emotional connection to its target audience. This connection will be formed by the new design and also by appealing to the values of the different cultural bases, which will be captured through its marketing efforts. This new image will express to the consumer Too Faced own values, beliefs and purpose. Quality, fun and a trustworthy brand is the product guarantee when a Too Faced product is purchased. Through this rebranding strategy, Too Faced relationship with its target audience can be built, continue to grow and be the go to brand of fun, ambitious, self-confident, attention-grabbing women worldwide.
“Start with her needs, desires, fears, concerns, problems, headaches and dreams. People care much more about themselves than they do about your product� Females aged 16 to 40 Goal Driven
Beauty & Self Expression are Important Labels are Important to Them
DEMOGRAPHICS
60%
of 12 year old girls wear makeup.
Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing.
SWOT ANALYSIS
CLIENT BRIEF
references http://holleewoodhair.com/2012/06/13/facts-about-cosmetics/
THE
TOOLS
STYLE.
“Nothing makes a woman more beautiful than the belief that she is beautiful.� -Sophia Loren
designelements
A sense of fashion and beauty is injected into the brand where it was lacking before with its new identity. The inspiration for the logo was gained from the shapes of circles denoting the colors in eye shadow palettes. After a number of iterations, the shapes were put together and formed into the initials of Too Faced. The negative space of the T and F is reminiscent of a runway in fashion shows. Behind the brand now is a sense of glamour, revitalization and interest.
BRAND VOICE
Must Have
Captivating
The Too Faced Logo is the most immediate representation of our company, people and brand. COLOR The primary use for the Too Faced logo is the full color version. Colors include only:
LOGO USES
The color can appear on color, illustration, or photographic background as long as the legibility and integrity of the logo are not compromised.
“In the current world, money is not everything and size is not everything. It’s really about the quality of the connections you make with consumers, the way you bring the brand to life”