UR CHEEKY Rewriting the beauty rules
Lauren Annie Wilson Fashion Communication and Promotion N0365573
School of Art & Design Declaration Form 2013/14 bafcp3 Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook.
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Figure 1. Lauren Wilson, 2014
CHEEKY adj. cheek·i·er, cheek·i·est [brazen beauty; bold, saucy. naughty but nice] PHRASES – She had a Cheeky look about her informal (of a person); mischievous, bold, beautiful & carefree, seriously hot stuff. ORIGIN - The party scene: The girls who were the life and soul of the party were referred to as Cheeky; everyone wanted to be like them
CONTENTS
The Brand
The CHEEKY Dolls
Introducting the CHEEKYS brand personality,looking at the DNA, the future and possibilties
Their buying behaviour What they want
Overview DNA Values Competitors
4 Key Consumers Roxie Nafousi Annika Lievesly Emily Valentine Lucy Ward
The Beauty Market
The Big Idea
A overview of the beauty market,identifying key players and competitors and micro trends within the beauty landscaoe
To create a CHEEKY community which enforces CHEEKYS ethos of rewriting the beauty rules and presenting consumers with a accessible and affordable design junkie hub which will improve brand awareness and loyalty for the cheeky brand. Why is creating a community important? Engage Collaborate Socialise Anaylse Case Studies Monocle Asos
The Big Creative Idea CHEEKY LUCK Magazine Why now Objectives and Aims Swot Benefits Content Brand atrributes Tone of Voice Design Graphic identity Colour Type Icon Imagery Style Interview Style Magazine Cover Layout inspiration Packaging and Binding Layout Plan Communication Stragedy Promotion and Press Promo Video Launch Event Social Media Measuring Sucess The Future Summary and Conclusions
INTRODUCTION This report explores the need for the CHEEKY brand to extend their offering and present more then just a product or experience. CHEEKY has the ambition to be a beauty brand which overs its chosen target market of trend aware girls, a community where they are encouraged to express their creative voice and remember to have that daily CHEEKY moment. CHEEKY has entered the beauty landscape with an exciting and bold tone of voice, and has created a sassy “new girl about town” reputation for herself. She has successfully begun to fill the gap in the market for a playful beauty brand to challenge the traditional conventions of the beauty routine and rules, and rewrite the guidelines. However for CHEEKY to remain ahead of the pack she must strive to maintain her brand personality and ethos and continue to be one step ahead of the rest. Throughout this report you will be taken on a mischievous journey; starting with the research process involving an in-depth study into the CHEEKY brand herself, identifying her personality and what she has to offer. Moving on to an analytical study of the beauty market and how other brands are competing within the landscape. Running to brand development influenced by trend research and cultural shifts, the outcome of which is a proto-type magazine aiming to bridge the gap between a beauty product and experience. The magazine will be the perfect mix between highly glossy style and real conventional and playful beauty, aiming to create a timely publication which will meet the desires and needs of the consumer and allow them to experience CHEEKY in a new way. Presenting to you “CHEEKY Luck”
Figure 2. Unknown, Pinterst, 2014
METHODOLOGY
1.
primary
Primary research is key to well executed and innovative ideas.Therefore when developing and constructing my research I made sure that I had a strong balance between creative primary research and informative secondary research. Primary research was focused on the small knit community of creative, bubbly and trend aware women who regularly blog, network, edit and style. However it can sometimes be hard to approach such people. Therefore twitter and instagram become incredibly helpful social platforms for me as it made connecting with these people more accessible and comfortable. Many influential people were exceptionally helpful and open with their knowledge and opinions; on the CHEEKY brand, their lifestyle, and their experience, and views on the magazine industry. This allowed me to pin point timely and innovative concepts and strategies and develop what could be the future steps for the CHEEKY brand. I also attended and explored the latest exhibitions and events in London, such as Vogue Festival, London Fashion Week and the Martin Creed and David Bailey exhibitions. This allowed me to draw inspiration from a variety of places and people creating a well-rounded and modern idea.
2.
secondary
Secondary research consisted of trend report websites including WGSN, STYLUS and PECLERS. These sites allowed me to identify key players and new trends within the beauty landscape. Reliable sources such as the Guardian, Telegraph, and The Times also spoke about the beauty landscape, their impression of the CHEEKY brand and what is s next in this creative industry. Books were referred to for structure, creative inspiration and expert knowledge.
Contributors and Key Insights
FRANCESCA BURNS
MARINA ANSELL
SAMANATHA FLOWERS
EMILY CLAY
FASHION EDITOR OF BRITISH VOGUE
FASHION EDITOR OF ASOS MAGAZINE
BEAUTY EDITOR OF STYLIST
FASHION ASSISTANT TATLER
CAT ROSE
CHEEKY SALON
FOCUS GROUP
SHOW AND TELL
PRODUCT DEVELOPER AT CHEEKY
PRODUCT DEVELOPER AT CHEEKY
group with four cheeky girls
magazine competitors
ROXIE NAFOUSO
LUCY WARD
EMILY VALENTINE
ANNIKA LIEVESLY
OWNER OF RAWAN
MARKETING AND COMMUNICATIONS AT MYBEAUTIFUL CITY
BEAUTY BLOGGER
PR MANAGER
VOGUE FESTIVAL
LONDON FASHION WEEK
OWNER OF RAWAN
OWNER OF RAWAN
MARTIN CREED
DAVID BAILEY
OWNER OF RAWAN
OWNER OF RAWAN
THE CHALLENGE To identify the CHEEKY brand personality; ethos and values leading to exploring the beauty landscape and market, pinpointing CHEEKY’S key competitors, movements and trends. Allowing me to discover and reach my initial aim of what could be the future of CHEEKY and how she could develop her strategy to set herself apart from the rest, how she can increase brand awareness and offer something new to her consumers.
Figure 4. Lauren Conrad, 2013
THE CHEEKY BRAND CHEEKY is the new beauty brand on the market, and is the naughty little sister to beauty brand COWSHED. CHEEKY was the brainchild of Nick Jones founder of Soho House group and Christina Russillo Director of Cowshed over three years ago and was initially the concept dreamt up as a new brand to target the under 28’s female market. CHEEKY was launched in October 2013, introducing its one stop beauty parlour in the London’s creative hub Shorditch. The parlour is based in a airy upstairs loft, “think long wooden sharing tables, exaggerated super-comfy pedicure chairs and homecooked organic snacks for in-between manicures” (K.Young, 2013) The philosophy behind CHEEKY’S name grew from an attribute its older sister used to portray, COWSHED. “ Many years ago CHEEKY was a mood that belonged to COWSHED and people constantly kept asking us when cowshed’s mischievous side would come out again. So we decided to bring it back as the name for the new brand as it perfectly embodies everything a naughty little sister is all about” (C.Rose.2013) CHEEKYS mission is to “bring a playful, fun and everyday instant beauty to the trend aware, fashion forward, audience of today. Its unique and colourful packaging allows these stylish and sassy women to express individuality and keep up with the latest beauty trends, in an affordable way that suits their vibrant and party filled lives”. (C.Rose, 2013) CHEEKY’S beauty range includes 21 nail paints, a freshly scented bath and body range and later this year is launching a perfect priming cosmetic and accessories range. Figure 5. CHEEKY, 2013
Behind the tongue and cheek chat up lines and the inviting retro inspired parlour CHEEKY has a mission of not only bringing instant beauty gratification to the beauty and design junkies and letting them be the centre of attention, but also presenting women today with a realistic view on what beauty is and helping them to look special, and indulge their playful youth and express their creative voice.
Figure 6. CHEEKY, 2013
THE CHEEKY VALUES
Playful
Exuding a carefree energy
Attitude
Nice and natural where possible but with a naughty, cheeky twist
Colourful
Matching the buzz of ever-changing styles, fashions and trends
Instant
Immediately accessible, quick beauty fixed for fun, party-filled lives
Fresh
In approach, and reflecting the youthful energy of the brand and its consumers
Helping women to project their unique attitude, style and identity
Figure 7. Pinterest, 2014
Expressive
THE CHEEKY DNA ATTRIBUTES
PROMISE
Retro Inspired - on trend decor
One step ahead of beauty
“cool”
Instant beauty gratification
Respectively priced Accessible - walk ins avai lable
Rewriting the beauty rules
A attractive, relatable and strong tone of voice
More then just a product or experince Every customer will have their own unique cheeky moment
Offering a experience
PERSONALITY Playful Naughty but nice Bold Creative
Sassy Fashion Junkie Networker
Naughty little sister to well respected and trusted beauty brand COWSHED Natural and organise ingredients within the products Figure 8. Lauren Wilson, 2014
Real and honest
SOURCE OF AUTHORITY
THE CHEEKY COMPETITORS
Figure 9. CHEEKYS Competitors, Lauren Wilson, 2014
PRODUTCS
NAIL SERVICES
SERVICES HAIR
Sanctuary Soap & Glory Benefit Too Faced Urban Decay Topshop Makeup &otherstories (H&M) Lush, Revlon Nails Inc Rimmel Models Own Victoria’s Secret No7
Wah Nails Nails Inc TBC The Painted Lady Colour Copia (westfields) MW Nails Filthy Gorgeous Hula Nails Coco Nail Bar Lost in Beauty
Daniel Hershesons Blo. Blow Bar Radio The Painted Lady
The Body Shop
TOPSHOP MAKEUP
Topshop released their own make up range in 2010, and it was created by the same company as mac cosmetics. Topshop have a core collection of cosmetics and each season they add a trend collection, such as new moon and diva colour. They have been very popular within the trend aware female market, known for their attractive and fun packaging and bright fashionable cosmetic colours. Strengths Accessible and great value for money Attractive design and VFM packaging Trust and support from the global Topshop Brand Weaknesses The products and display do not have a feeling of exclusivity
WAH NAILS
WAH started its journey in 2005 as a London based fanzine about urban girl lifestyles and was a platform, which encouraged a new wave of street-smart feminism. It developed into a blog and global events and became a community for girls ‘ who loved their Nike sneakers as much as their Prada wedges’. (WAH Nails. 2013) In 2008 the owner Shamadean Reid had a eureka moment about nail art and decided that it was going to be the next big mainstream trend. She decided to open her own salon where you could have whatever you wanted on your nails and it soon become known as the go to place for nail art in London. Yet it was not just a place to get your nails done, it held jumble sales, record launch parties, art shows and film nights: it was a cool place to be. Strengths Known for its iconic heritage, innovation and attitude Offers more then just a product or a service, but has created a community Weaknesses The salon environment and brand ethos can be intimidating for some female consumers Has lost its brand awareness and following with the new young trend aware girls of today
BLOW BAR
The blow bar is a concept salon imported from LA and is based in quirky Camden in London. The décor is LA retro inspired and has a welcoming environment for clients. Clients have the option to choose from a blow menu, including blow dries, styling, one on one hair lessons, colour and extensions. Strengths Loyalty Scheme Quick and Accessible, bookings not always needed Great Press Coverage Weaknesses Expensive pricing Low social media interaction
THE CHEEKY DOLLS ROXIE NAFOUSI ANNIKA LIEVESLY LUCY WARD EMILY VALENTINE
THE CHEEKY DOLLS For the success of the CHEEKY brand to continue it must not only present a high standard, range of products and services but it must meet the needs and desires of its consumers. For the CHEEKY brand to become the iconic brand known for one stop beauty and for challenging the beauty traditions and becoming accessible by all, it must firstly target a specific type of consumer, which will drive these changes. “They’re the style makers. It doesn’t mean your average Jane is going to copy everything they do. But unless you study these girls you don’t know where your average Jane is headed.” (St John 2003:Online) As St. John is explaining, that with anything from fashion, beauty and music to name a few, it takes the ‘Style makers” of today who are in touch with the zeitgeist to try, promote and experience something out of the norm and new for the awareness to trickle down to the masses. This is exactly what CHEEKY has succeeded to do. Its target audience has been aimed at multi-skilled, culture junkies who are defining the ‘do it all” mindset of today’s generation – they design clothes, style, shoot, model, DJ and act. These style makers rely on self-promotion to get their voice ‘out there’ and want to interact with brands that support this. They regularly use blogs, twitter, Facebook and Instagram to express and document their every day lives and achievements. The CHEEKY dolls have a quick change, quick fix approach to their life and culture, which means they are creative, switched on and cutting edge. They like to take risks and expect brands to take risks too. Their style icons range from a mixture of muses, but from primary research I have discovered the icons are not just the iconic ‘it girls’ of the moment. They aspire to ‘street style girls’ – “ I aspire to the girls who I guess are low key celebrities. They are on the street; by this I mean they are real, honest and accessible. I look at them and I think I want to be like you, and I can be like you.” (Focus Group, 2014 Appendix) From this I realized that within the fashion and beauty landscape we are at a tipping point. Malcolm Gladwell describes the tipping point as “ a magical moment when an idea, trend or social behavior crosses threshold, tips and spreads like wildfire’. (Gladwell 2000: 16) The youthful, trend aware consumers who are determining how brands interact with them and voice which products they need, are at a point when they want brands to present a real and honest perception of themselves, and be a brand that stands for more then just a lovely look or style. CHEEKY is a brand which has entered the peak of this movement In the next pages four key CHEEKY consumers have been identified. They have revealed their personality, lifestyle, wants and needs and more importantly what they think of the brand and what the future of CHEEKY could be. They were found through the social networking site of Instagram and were picked for not only their interaction with the brand CHEEKY but for their creative, intelligent and stylish character.
Figure 10. Pinterest, 2014
•Aged between 16 - 35 years •Core age around 18-28 years •‘Young at heart’ life mantra, happy and optimistic •Fashion & trend conscious •Beauty & design junkie •Social media/web/ internet savvy •Loves spending time with her friends
ROXIE NAFOUSI Style Columist and Writer What’s your secret talent? Make up ! What should every girl have in her wardrobe? a jacket they can’t live without Who was your first crush? Bradley from s club 7 hahaha Favourite designer? Givency or Balmain Favourite Colour? PINK!! What’s your selfie face? not sure i have one! How long does it take you to get ready to go out? 35 minutes What’s your favourite ever lyrics? so fresh and so clean clean Where do you hang out? soho house!! Which spring trends excite you? Metallic and pastels If you were to name a cocktail after yourself what would it be? oh gosh hard question, not sure! Maybe pink perfection What’s the last thing that made you cry? Love Actually Whos your mantra? Minimum effort maximum effect Who would play you in a film about your life? I would like it to be angelina jolie just because she’s the most amazing woman ever haha! What future events are you waiting to attend? None in the diary yet! Its always so last minute What magazines do you read and why? grazia and elle because they mix luxury with designer!
Figure 11. Roxie Nafousi, Lauren Wilson 2014
ANNIKA LIEVESLY Pr godess What’s your secret talent? I can swim 50 metres under water. What should every girl have in her wardrobe? The best transitional season coat. Something that’s great switching between the cold winter into warm spring Who was your first crush? Eminem Favourite designer? Lee McQueen Favourite Colour? Orange What’s your selfie face? I’m really rubbish at selfies but If I do I will always hold the girl power sign ✌️ How long does it take you to get ready to go out? 1 hour max What’s your favourite ever lyrics? Wanna really really really Ziggaziga Where do you hang out? All over London depends on the weather Which spring trends excite you? I don’t follow trends If you were to name a cocktail after yourself what would it be? Spangle What’s the last thing that made you cry? The Swedish TV series “Don’t wipe your tears without gloves” Whos your mantra? Always go with your gut instinct Who would play you in a film about your life? Joanna Lumley What future events are you waiting to attend? Alexander McQueen exhibition opening in 2015 What magazines do you read and why? I read everything from herself magazine, Tar, AnOther, vogue Italy and Paris for their editorials, W magazine
Figure 12. Annika Lievesley, Lauren Wilson 2014
LUCY WARD Head of Marketing and Communications What’s your secret talent? My top secret super powers What should every girl have in her wardrobe? A Lulu Guinness handbag Who was your first crush? Damon Albarn Favourite designer? Am I only allowed one? Mui Mui, Celine, J.W.Anderson Favourite Colour? Depends on the day – normally dark colours greys, greens, blues, blacks What’s your selfie face? Smile and wave How long does it take you to get ready to go out? Depends on the occasion, anything from 15 minutes to an hour What’s your favourite ever lyrics? You think you’re mysterious, you cannot be serious You got lots of time to think of new ways to deceive yourself You are callipygian, but look at the state you’re in You got really nice clothes, bet you didn’t pay for those JOHN GRANT- BLACK BELT Where do you hang out? Hackney Which spring trends excite you? Pleats in skirts If you were to name a cocktail after yourself what would it be? G.I.N.G.E.R. What’s the last thing that made you cry? Beasst of the Southern Wild (epic film) Whos your mantra? My Dad once told me “Be nice to people on your way up. You’ll meet ‘em on your way down”. Good advice Who would play you in a film about your life? Rooney Mara What future events are you waiting to attend? I work in the wonderful world of events so there’s quite a few coming up… What magazines do you read and why? Porter, Gentlewoman, iD, Vogue
Figure 13. Lucy Ward, Lauren Wilson 2014
EMILY VALENTINE
Beauty Blogger and Founder of Lacquer Lab What’s your secret talent? I can fold my tongue in half - gross What should every girl have in her wardrobe? All Black errrythang Who was your first crush? The Drummer in Hanson - he was so cute Favourite designer? Alexander Wang Favourite Colour? Black What’s your selfie face? Cheekbones and pout How long does it take you to get ready to go out? 61 minutes What’s your favourite ever lyrics? Viva Forever Ill be waiting, everlasting like the sun Where do you hang out? In Brixton Village or anywhere with half price cocktails Which spring trends excite you? Birkenstocks and Bermuda shorts If you were to name a cocktail after yourself what would it be? Breakfast at Valentines What’s the last thing that made you cry? One Born Every Minute - so emosh Whos your mantra? Bad Girls do it well Who would play you in a film about your life? Jennifer Lawrence, love her ! What future events are you waiting to attend? My 26th Birthday in Paris! So excited, literally cannot wait What magazines do you read and why? Stylist - free, london centric and easily digested on the train home
Figure 14. Emily Valentine, Lauren Wilson 2014
KEY POINTS From analyzing and researching the brand it has been obvious that CHEEKY has made the right steps forward and has began to communicate and create loyal and exciting relationships with its target consumer market. It has become clear that the brand has a strong image and tone of voice, which embodies the playfulness of CHEEKY’S personality. However it has been noted that CHEEKY still has many opportunities to exploit, which will allow the brand to maintain its relationship of being a onestop beauty shop and a beauty brand which rewrites the beauty rules. Two key opportunities have been categorized from primary research and will be the basis to future recommendations and movements within this report. They are as follows; It became clear that CHEEKY was lacking a connection or touch point with the customer after they had interacted with the products or experienced the parlor.( Please see consumer decision journey in appendix) .From consumer interviews suggestions were made such as nail art tutorials, events, a zine or a consistent way of social media. This would allow the consumers to enjoy that “CHEEKY moment” even when they were not in the parlor and would continue the ethos of the creation of a stylish girl community. It was also noted that CHEEKY was not using its social media to the full, meaning that they were missing opportunities of growing brand awareness and therefore not accomplishing their mission of becoming a one stop beauty shop. For this to be achieved they need to create excitement and buzz within the social media platforms on a daily basis especially when trying to reach and interact their savvy digital consumers. CHEEKY currently has 801 likes on Facebook, 1,203 followers on Twitter and 12 k followers on Instagram. Their instagram account is updated regularly and contains exciting and interactive content and frequently features personal pictures of consumer’s experiences at the parlor, happenings in shorditch and creative nail and hair art. This needs to be dispersed and regulated evenly between all social sites to maintain a consistent brand interaction and image, which will be a point to be developed further within this report.
Figure 15. Q. Jones, The Couveteur, 2013
THE BEAUTY MARKET The beauty and personal care market was estimated £1.46 billion in 2013, with sales increasing 2% annually and with a prediction of 5% sales growth in 2014. (Mintel.2013) We have seen a slower growth in recent years in the beauty and personal care market, reflecting how shoppers have become “savvy” when purchasing and “looking for cheaper deals, as well as abundance of three for two offers on high street brands.’ (Mintel 2013) Cathy Christensen argues, “Although each year in the new economy is full of its share of twists and turns, 2013 may go down in history as a turning-point year in the beauty industry. Challenges are still many as those who survived the economic crisis are navigating their way in this brave new world; however, things are generally looking up. Beauty brands should be taking this opportunity to look at the lessons of the past and apply them to the future of the industry, which will be focused on how beauty and wellness combine progressively; how to provide consumers with the results they are seeking through the use of quick, multifunctional methods and products; meeting the needs of the savvy consumer who wants products with active ingredients and low prices; and always staying on the cusp of consumer demand.” —Cathy Christensen, senior editor, Skin Inc. magazine
This identifies that consumers are living in the digital age and find beauty inspiration all around them, from blogs, magazines, social media, forums, TV and due to the ‘selfie’ movement now even personal YouTube tutorial channels. However even though experimentation with beauty products encourages consumers to invest in a variety of product and brands until they find their ideal product, it does discourage brand loyalty. Due to this ‘more and more companies are focusing on how consumers experience their brands and services. This new profile can be likened to that of beauty consumers with the trend having moved into the beauty arena.’ (N.Tyrimou.2013.Online) Highlighting that beauty brands not only need to listen to their consumer feedback wants and needs, while making sure they keep on top of the rapidly changing fashion beauty trends but they also need offer a experience, solution and community. In order to succeed and meet this situation brands began to improve store environments as foundations to create interaction and brand loyalty, Kelly Kovack supports this claim.“In what has become a hyper visual and technological environment, there will be a trend towards tactility.
Due to this consumers are seeking to find the perfect product, shade and fashion look for them at the best value. This has been particularly identifiable with the younger female market, 16-24 year olds who are predominantly influenced to keep up with the latest beauty trends and looks.
While consumers will continue to digitize their lives and engage with brands online and on social platforms, there is a heightened desire for sensory experiences that can really only be articulated in a retail environment.” —Kelly Kovack, partner, Brand Growth Management
We have seen this encouraged by brands offering subscription beauty boxes every month. These brands allow subscribes to be supplied with a range of cosmetics, personal and hair care products each month which give them ideas on how to create the latest beauty looks and support them in finding the perfect products for them.
Macys Store USA in 2012 introduced a digital beauty solution to their consumers which encourages both experimentation and brand interaction. Macys Beauty spot is an in store interactive kiosk which offers product recommendations and trend information.
Through beauty boxes ‘we have also witnessed the power of the consumers voice in this new age of social media - creating online communities such as giving subscribers the platform to share and discuss what they like or dislike about the products in a beauty box, and this make things more interesting’. (Euromonitor Expert.2013.Online)
Macys enabled participants to upload their ‘virtual look’ onto social media and receive feedback from their friends before they purchased, creating perfect synergy between offline and online, and meeting the needs and desires of interaction, brand awareness and experimentation.
On the other hand it has been pinpointed by Mintel and from my own personal research that even though women are experimenting with their products by purchasing the latest ‘it’ beauty item, they are still keeping hold of all their half used, old cosmetics. Meaning that many women today are suffering from the “bulging makeup” syndrome. Mintel in Colour Cosmetics, 2013 discovered that old products were being kept for creating the occasional night out look rather then a daily look. With 16% of younger women admitting that they wore more makeup on a night out then during the day. They also revealed that they would share their cosmetics products and beauty tips with girlfriends before a night out on the town, displaying that experimentation and sharing within beauty was just as much of a social factor. This could allow brands to tap into the social interaction and friendship of sharing beauty products and tips, possibly through a blog, social media platform or brand magazine. It also displays the opportunity for brands to create portable sized beauty items for women who need to top up their beauty look on the go. I have only highlighted a small range of key movements within the beauty market but it has allowed me to identify that successfully to interact and sell to the target market of under 25’s future brands including CHEEKY need to harness experimentation by creating interactive communities and experiences.
MICRO TRENDS
social media Social media has taken all industries by a storm and has become the missing piece in, and puzzle for, many brands including the beauty industry and has challenged brands on how they can engage and entertain their beauty consumers. ‘UK fashion house Burberry launched its ‘Burberry Kisses”, a beauty inspired partnership with Google, that uses new technology and social media interaction to allow users to capture and send a real kiss to anyone in the world.’ (WGSN.2013.Online) Burberry Kisses allow consumers to unlock an experience through ‘kiss recognition technology’, using a desktop or smartphone camera by kissing the device. The user then has the option to add a Burberry lip colour from the new range and a personal message to the ‘Kiss’ before sending. The kiss is then sent on a journey to the recipient through a personalised animation. Through this interactive ‘kissing’ journey, Burberry have not only created buzz within the market but have allowed consumers to participate in a personal experience before they even buy the product.
Pop Up shops WGSN ‘Marketing in 2014:top 10 trends”, pinpointed that pop up shops continue to be a method for brands to build awareness and test the market. BITE Beauty’s pop up shop revealed its first free standing pop up store in Soho this year and really showed innovation ‘where they offered an interactive event and special deals which created a memorable experienced and increased repeat visits.’ (WGSN.2013.Online) The small shop featured a custom lipstick lap for customers, offering personal lip colour consultations and lipstick application advice.Not only this but BITE has created a multi sensory personalization journey in store, allowing customers to create their own personal lipstick, choose the colour, shade, texture and scent. “My favourite experience is when I am mixing and blending new and inspired colour creations. I wanted to share this unique and personalised experience with others because I really believe that it brings something fresh and new into the beauty world. It’s impossible to be in a bad mood when you are playing with colour!” says Susanne Langmuir, founder & CEO of BITE Beauty. BITE Beauty
vending machines One of the most innovative trends we are seeing within the beauty market is the use of vending machines. Brands and retailers are using vending machines to capture consumers on the go and are identifying that key commuting areas are potentially crucial areas to interact with consumers.
The participant is then able to purchases the recommended L’oreal products straight from the vending machines or to have them mailed to them later that day. The process from start to finish only took a number of minutes. Through this L’oreal encouraged participants to instagram, tweet with hash tag BRINGYOURBOLD about their experiences with the vending machines.
Brands are now beginning to create clubs and communities for their consumers, and not necessarily around what the brand stands for. A perfect example of this is Refinery 29. Earlier this year in January 2014 Refinery29, the largest independent fashion and style website in the USA, known for its unlimited inspiration on stylish and creative lifestyles has launched a free online book club. “ Each month the US based beauty brand and style site selects a different book, and users are invited to debate the title on the website via social media using the hash tag R29BookClub.’(Trendwatching. com.2013) This has allowed Refinery29 to interact and be part of a different part of a consumer’s life apart from their style and beauty. It allows consumers to express their thoughts and opinions and feel that the brand is offering them more then a product or service.
Figure 16. Micro Trends, Lauren Wilson,2014
L’oreal Paris recently launched the Intelligent Colour Experience, an interactive vending machine situated in New Yorks Bryant Park Subway station. Consumers were invited to walk up to the full-length mirror, which enabled a camera to capture the key colour in their outfit that day. The participant is then able to pick and choose colours, which match their outfit, and upon this eye, lip and nail products are recommended.
clubc and communities
THE BIG IDEA To create a CHEEKY community which enforces CHEEKY’S ethos of rewriting the beauty rules and presenting consumers with an accessible and affordable design junkie hub, which will improve brand awareness and loyalty for the CHEEKY brand.
ENGANGMENT A COMMUNITY
COLLABORATE PERSONALISATION
SOCIALISE USER GENERATED CONTENT
CASE STUDIES MONOCLE/ASOS/VOGUE
A COMMUNITY In recent times we have began to see retailers and brands strive to try and create a portrayal of a lifestyle brand or build an exciting brand community which would lead and encourage a direct acquisition strategy. ‘The concept may seem obvious now with the presence of commerce sites with a strong community of passionate followers, but it hasn’t always been this way’ (Michaelian.B, 2013) and the challenge remains to today of how brands bring online communities offline. ’Brands that have a clear idea about how to create a healthy community take into consideration not just how people can best use their products and/or services, but also how they can thrive in the world on a daily basis.’ (Michaelian.B, 2013) A Community, which reflects these values is Etsy, whose brand mission is to ‘build relationships in a marketplace that reconnects producers and consumers’ (Etsy.2012). Etsy has developed a platform were consumers can bond, share and discuss through a similar love of products, letting the Etsy brand become meaningful and current in their consumers’ everyday lives. By doing this Etsy have created an emotional attachment to the brand for consumers, which ‘often provides the best opportunity of differentiation and loyalty’, (Hudson, Roth, Madden. 2012:page18) attributes which brands strive towards for successful consumer engagement. ‘Promotion peer networks is an excellent way to jumpstart engagement and help people feel support by and invested in your mission’ (Evans in Drell.2012). CHEEKY’S target market, Generation Y like to be connected (King.2012) and care what their peers’ views and opinions are. This therefore displays that it is important for them to be given a platform where they can express and discuss. It is vital when constructing ‘the architecture of your brand community as a safe place for people to gather where they will find clear values, messaging and stories that are not focused solely on your company goals, but on helping your community members live a better life’. (Michaelian. B, 2013)
Figure 17. ASOS,Unknown
The online versus offline debate is still underway and it is clear to see both communities exist. However with a range of start ups providing online platforms it has now become expected. ‘Consumers are starting to expect retailers to connect with all their identities – real and online – simultaneously.’ (WGSN. 2013) The marketing Disterlly discovered that ‘70% of consumers strongly agreed that conversations with smaller groups are richer when they occur in person’, identifying how important it is for brands to have relationship with consumers offline. However online networking is more convenient, and allows consumers to discover and search a variety of sources. When creating CHEEKY’S community it is a challenge and a key point to create the perfect mix between offline and online attributes. With nearly everyone having access to smart phone apps, which are being described as ‘personalized, digital and the accessible new high street’ consumers expect to receive higher service when in store. In order for brands to fulfill these needs and expectations we are beginning to see them offering personalized services and experiences. ‘Companies that win are the ones making personalization a key company value – not just a feature ‘ (Brave,2012). Whilst personalization is not a new feature online, it is now becoming a necessity in all branding strategies online and off and will play a large part in winning over the loyalty of generation Y.’ ‘Consumers today are in the process of redefining consumerism and work. In line with this we are starting to see consumers becoming the makers themselves’ (WGSN.2013) through online blogging, social media, DIY Fashion, just to mention a few. With CHEEKY’S target market being the ‘do it all’ generation of today, it is important that CHEEKY encourages their consumer to find their inner entrepreneurial skills. Other brands are combining personalization through in store experience, master classes, and workshops or in or print and media. By brands creating noise and interaction through personalization, it increases the need to answer why a consumer should want to be involved and interact with your brand. ‘In the noise of today’s online space, consumers increasingly need to be provided with a reason to engage with something beyond merely the fact they like it. While beautiful imagery and emotional storytelling remain key terms for marketers, answering questions such as ‘what does it help me achieve?’, or ‘how will this enable me to do better?’, are being seen more. Purpose- or utility-based messaging will accordingly drive marketing forward in 2014’ (WGSN. 2013) Brands who are reacting to this are now also creating communities through experiences by offering something more then just a product or a lifestyle. It could be a café, store, magazine or radio station. Monocle is a great example of this; it is a monthly magazine which has launched an online radio station, two studios, merchandise range in store and a café. The aim of the openings is to ‘offer a unique experience for Monocle’s subscribers, readers and coffee-loving visitors”. (Monocle.2013) By this the brand has created the ideal Monocle lifestyle, allowing the brand to have numerous touch points with the consumer throughout the day. Monocle has created the perfect customer engagement journey, which is key in contemporary consumer culture. ‘The consumer engagement journey can refer to these stages: awareness, consideration, inquiry, purchase and retention’. (Ross, 2012) It has created platforms, experiences and discussions around nearly every aspect of life, allowing consumers to be involved and engaged with the brand before, and after their purchase or experience. In the next two pages, two brand case studies are offered around how they have successfully created brand communities, pinpointing their strengths, success, and future opportunities. This will allow me to gather a range of inspiration and create a well thought out and structured concept for CHEEKY.
Figure 18. Pinterest,Unknown
MONOCLE Monocle has created a ‘ new customer engagement strategy which feels less like a marketing and sales campaign, contest, or tool, and more like a well-developed friendship founded on the basis of interdependent needs and mutual respect’ (W. Len, 2012. Online) with its subscribers, followers and readers. Monocle originally started as just a monthly magazine and has now grown into a online radio station with two studios, a merchandise range and stores in London, New York, Hong Kong, Tokyo and Montreal and its latest venture opened recently in Marylebone, a Monocle Café, filled with organize juices, cakes and pastries and the monocle magazine on tap. It has created a community where there is something for everyone,’ a ideal place for personal indulgence’ (Monocle. 2013) and has allowed the brand to be incorporated into their consumers everyday lifestyles STRENGTHS - which - -
An interlinked communication and interaction strategy fits in with their consumers’ everyday daily life The brand has become accessible and global Strong brand loyalty and awareness
Figure 19. Monocle, 2013
ASOS LIFE Asos.com has become one of the largest online only fashion and beauty stores in the UK. It is primarily aimed at the trend aware 20’s market and sells over 850 brands as well as its own range. ASOS ships to over 237 countries and is aimed to have over 2.3 million unique visitors each month.(Guardian.2014) Asos.com has set its self apart from the rest by its interactive, fast paced and multi touch point digital platforms surrounding a youthful and stylish community. It offers consumers, an online store, a blog, a marketplace where consumers can sell, a fashion finder platform where inspiration and items from a variety of brands can be found, and a monthly free print magazine.
STRENGTHS -A modern, interactive and exciting conversation is maintained at all times on social media platforms, creating strong brand awareness and loyalty. (Guardian.2014)
Figure 20. M. Winstead, ASOS, 2013
- ASOS has many touch points, and offers a different involvement for each individual depending on their desires and needs - ASOS incorporates a variety of fashion styles and beauty, making it accessible and versatile for consumers. -It connects with consumers, offline as well as online, having a print monthly magazine, with featured discounts.
“WE DON’T SEE OURSELVES AS A RETAILER, WE SEE OURSELVES AS A COMMUNITY. ULTIMATELY WE WANT TO CREATE A PERSONALISED, SEAMLESS, CONNECTED EXPERIENCE FOR ANYONE, ANYWHERE IN THE WORLD.” (J.Hart.2013)
SUMMARY Throughout the research section of this report, one has pinpointed the success of the CHEEKY brand and has identified its strengths, weakness, and future opportunities. It have also identified a number of ways the CHEEKY brand can continue its CHEEKY ethos of rewriting the beauty rules and becoming a one stop beauty stop for the young trend aware sassy girls of today. This has been identified through analysing a number of trends within the beauty market, as well as pinpointing how other brands are generating high levels of consumer engagement and the strategies they have developed to succeed in maintaining conversation with their consumers and offering them something more then just a product or a service. Some important elements to take forward into the recommendation are how brands are creating trustworthy and interactive communities for their consumers to discuss and share, through personalization, user generated content, and a balance between offline and online media. It is important to offer consumers a community, which does not push your company brand values, or products but offers a place where consumers can discuss and share their similar interests on style, beauty and inspiration. It is also key to encourage the CHEEKY girls of generation Y to experiment, and value their entrepreneurial skills and continue to use self-promotion to show their creative talents. It has become prominent that the CHEEKY girls want to interact with brands that resemble and represent their daily life, and morals, and are brands, which take risks like them. Overall it is vital to create a platform, which is convenient, accessible, and a balance of offline and online material.
Figure 21. Elle Collections, 2012
THE BIG CREATIVE IDEA
A brand magazine, which will be different from all the rest. It will be a magazine, which will feature co窶田ollaborative content allowing the cheeky consumer to show her creative voice and talents. It will carry on the core CHEEKY message of rewriting the beauty rules and enforcing that beauty can be affordable, fun and easy to maintain. It will let the CHEEKY brand create a real, honest, creative and playful community not just within the parlour but also on paper. It will encourage consumers to still be part of the cheeky moment even when they are not in the parlour. CHEEKY LUCK magazine will be created by girls for girls.
STAGE 1 CHEEKY LUCK STAGE 2 PROMOTIONAL STRATEGY STAGE 3 PROMO FILM STAGE 4 PERSONAL KEEPSAKE STAGE 5 LAUNCH EVENT STAGE 6 SOCIAL MEDIA
WHY CREATE A BRAND MAGAZINE? “A good magazine has a balance of visual expression and stimulating articles; it documents expression and emotion.” Ezra Petronio, Art Director, SELF SERVICE As identified in previous pages, CHEEKY is trying not only to raise brand awareness and conversation but also create an energetic and playful community, which has a strong, online and offline presence. I discovered and brainstormed a number of concepts, ideas and strategies but when discussing with the CHEEKY product team about what CHEEKY’S next step could be and from inspiration from previous research, we came to the conclusion that a free brand magazine would be the most successful platform for reaching CHEEKY’S aims. The magazine would contribute to raising awareness for the brand, show another exciting and unique dimension to the CHEEKY portfolio and would allow consumers to identify and meet the CHEEKY’S voice on paper and have that ‘CHEEKY ‘flick’ through moment where ever they pleased. “Magazines allow a brand to become a lifestyle and can allow people to experience and discover new things on all levels”(Burns. 2014) ,this has become the main obejective to take forward when creating the CHEEKY magazine. When interviewing the editor of ASOS Magazine, Marina pinpointed that by ASOS launching their magazine it gave ‘ the brand a voice, a inspirational platform’ (M. Ansoll. 2014) where readers, could share and discuss in a new manner and allowed the ASOS brand to become meaningful in their consumers’ lives. By launching CHEEKY’S brand magazine CHEEKY LUCK, it hopes to achieve a similar aim. Showing CHEEKY’S voice and personality on another dimension, and creating a community offline was not just the motivation for the magazine, but also the rising importance of personalisation and user generated content within media, products and services and how it was becoming vital. In primary research 75% of participants said they were interested in being able to personalise and co-collaborate through a magazine, (Appendix) a similar result was also found by a social media study which found 44% of over 9000 participants indicated they were also interested in cocreating products. (Shibulal, 2012). This therefore became the other piece of the puzzle in the foundation of the CHEEKY LUCK magazine; blank pages will be left for readers to edit and generate their own content, as well as the opportunity to send in their own creative work to be featured in the monthly magazine.
Overall CHEEKY’S brand magazine, CHEEKY LUCK will give a CHEEKY voice another dimension and will reach out to the target audience in a modern, intelligent and creative manner. The aim of CHEEKY LUCK is to relate to young women and to portray an accurate, affordable and accessible view of a stylish, trend aware and sassy girl culture of today. The magazine will be unique in its self, as it will not only be a platform to discuss style, DIY beauty and fashion, the latest music tracks to listen too, advice from inspirational and entrepreneurial women but will give the opportunity for the CHEEKY consumer herself to speak her voice and show her creative talents. CHEEKY’S brand magazine will be for girls, made by girls. The name of the magazine, CHEEKY LUCK symbolises the CHEEKY brand ethos and personality. Puns are already used throughout the brand product range and experience making it obvious for this to continue. The name of ownership has been checked on patent and there has been a confirmation that there are no conflicts.
Figure 22./23 Charlotte Jacklin, 2014
THE MAGAZINE MARKET
Figure 24. The Coveteur, 2014
Even though there has been a decline across the publishing world it can still be argued that it is thriving. The UK estimated magazine distribution in 2012 as 1204 million down from 1341 million in 2011. (Mintel, 2013) 195 new magazines went to print in 2012 compared to 181 in 2011 showing that there is still excitement and growth within the publishing world. There has been a move towards moving hard copy to digital, but we have seen a backlash of this by the creation of ‘Beautiful magazines’. (The Observer.2013) A key fact that has been noticed is that interest specific magazines continue to dominant the publishing landscape and in 2013, had a market penetration of 37%. (Mintel. Magazines 2013) It was noticed that 25% of adults had read a free magazines in the past six months, and the two most popular free magazines had been stylist and shortlist, therefore displaying a large key market for free style, beauty and lifestyle magazines. Mintel also pinpointed the importance of mixing offline and online within the publishing world and brands which incorporated the integration of music, video, and digital into their magazine experience had most success. (Mintel, Magazines.2013) The brief points explained here showed the movement and construction towards creating the CHEEKY LUCK magazine, and allowed the process to become informed and timely.
‘A magazine is thus no longer something you just flick through, its something you devote time to, read carefully, appreciate its design, craft, and reflect its on. Its something you keep and cherish, reference and re-read. It asks you to pause for a moment, smell it, touch it, examine it and think about it. It offers a nuanced activism that revisits’ the non-stop activities of everyday life. From the vision to the editing, the idea to the concept, the design to the ethos, the words to the paper, the image to ink, the voice to the community, magazine publishing is becoming one of the most exciting collective art forms of all time’ ( Eramian in Watson A, 2013).
COMPETITORS Competitors were drawn from two methods of primary research, firstly by consumer interviews and a focus group (Appendix). But also by using the social media platform, Instagram. A small poster was created asking girls to upload their favourite magazines, or collections and hash tagging CHEEKYLUCK. (Appendix) This enabled me to immediately notice who CHEEKY LUCK’S main competitors are, and which magazines the target market was already reading. Please see a small amount of the findings opposite. From this a perceptual map was created and it become obvious that there was a gap in the market for CHEEKY LUCK.
Aspirational and luxirious content and features
VOGUE
LOVE
ELLE
LULA
authorative and informative
CHEEKYLUCK
ASOS
TOPSHOP
Accesible and affordable content and features
BETTY
Figure 25. Perceptual Map, Lauren Wilson, 2014
STYLIST
playful and witty
Figure 26. Instagram Primary Research, Lauren Wilson, 2014
MAKING OF THE IDENTITY To create a magazine, which really met the CHEEKY’S consumers’ needs, wants and desires it was vital to approach the consumer and ask their opinions and views, on the concept,vdesign, content and tone of voice. Therefore a small focus group of 5 girls aged between 1924, the target consumer, was held on the 18th of April 2014 in a comfortable and relaxed environment. The girls were presented with images from the magazine, such as cover options, possible features and content. Their feedback was invaluable, as they commented on what they liked and didn’t, what they would want to read and discuss and which designs and images they were attracted too. They were drawn to the CHEEKY LUCKS magazine design and playful tone of voice. They enjoyed how the magazine came across as an affordable and accessible DIY beauty and style best friend and felt that the magazine was unique compared to others due to its collaborative content. A short questionnaire was also created to allow me to gather a larger volume of opinions and feedback. The questionnaire was posted to specific Facebook groups, which would target the CHEEKY LUCK consumer, allowing me to gather more reliable and honest findings. From this data gathered it enabled me to analyse who the CHEEKY LUCK competitors would be, what consumers want to read and see in a brand magazine and how and when they interact with magazines. Overall this primary research was key in the making of the CHEEKY LUCK magazine, and ensured that the magazine was meeting the core aims and objectives of the brief and was a concept with would appeal to the key target audience. Please see appendix for further details and answers.
Figure 27/28/29/30. Focus Group, Lauren Wilson, 2014
CHEEKY
LUCK
SLOGAN A slogan has been created to capture this big idea, in the form of a playful and sassy sentence, offering small insight into what the content might be. “ Cause every girl deserves a bit of CHEEKY LUCK� was created by analysing other brand magazines slogans and also was inspired by the already brand attribute at CHEEKY of using puns and tongue and cheek humour.
Cause every girl derseves a bit of
CHEEKY LUCK
LULA
“For girls who like the quirky side of life”
VOGUE
“Vogue - for the overwhelming minority. If it wasn’t in VOGUE, it wasn’t in vogue.”
GRAZIA
Grazia. Britain's first weekly glossy. “A lot can happen in a week. Impatience is a virtue.”
OBJECTIVES
Figure 31. Q. Jones, The Coveteur, 2013
-To develop the CHEEKY brand’s offering to consumers, more then just a product of a service - To communicate the CHEEKY’S brand unique qualities and personality offline -To provide a community for style and beauty junkies to identify, share and discuss -To enhance CHEEKY’S reputation as a playful and mischievous beauty brand which is rewriting the beauty rules -To highlight the CHEEKY’S girls consumers, encouraging them to promote their creative talents and voices - To encourage brand awareness and loyalty amongst consumers
Figure 32. Benefits, Lauren Wilson, 2014
BENEFITS The New CHEEKY LUCK magazine is distinctive, credible, light-hearted and reinforces the CHEEKY brand as: - A quality one stop beauty salon - A safe place and community to experiment and play with the beauty look and routine - A brand which attracts creative, independent and stylishly sassy women - A brand which takes risks and rebels against the traditional norms and routines - A brand which offers more then just a product or a experience but taps into the consumers lifestyle needs, wants and desires - A beauty brand which is one step ahead of the rest and is pushing innovation
The process of introduction and communication the new Brand magazine will: -Increase brand awareness and interaction -Ensure the brand’s identity can be visible and present in all aspects of their consumers’ daily lives -Provide a single and unique beauty message across all platforms - Will create an offline and online balance -Will encourage consumers to become involved and collaborate with the brand, increasing brand loyalty -Enhance the status and recognition of the CHEEKY brand by collaborating and featuring creative talents with status -Contribute to the long-term brand building exercise, add value, and change perceptions on beauty
THE CHEEKY LUCK BRAND
BRAND ESSENCE This is the moment to be CHEEKY. CHEEKY LUCK reflects CHEEKY’S voice and friends, and represents the new ‘do it all’ creative generation off today. The turning of a new page within the beauty market, routine and look and shares the enthusiasm and playfulness of those who experience the CHEEKY brand and ethos.
A unique magazine, which is full of future creative promise and mischief. CHEEKY LUCK is a magazine which allows consumers and brand to come together to create something which is bursting with energy, talent and attitude.
Figure 33. The Cheeky Luck Brand, Lauren Wilson, 2014
BRAND PROPOSITION
THE CONTENT
In order to create direction within the magazine and establish its unique assets, a visualisation of the brand values has been constructed. The tone of voice has been written in the flair of the magazine and the images chosen also reflect this.
BRAND ATTRIBUTES
20% DIVA ATTITUDE
10% TONGUE AND CHEEK All the team at CHEEKY like to have a giggle now and then and we all have our one-line pun moments. Even though we have well-written and informed articles and features we all know everyone needs a little wit in their lives.
CHEEKY LUCK has an opinion like most independent magazines and this means we can get away with being a little more daring and mischievous. For inspiration we have turned to Hollywood queen Greta Garbo. She was known for her mysterious beauty and sassy attitude. She had an unknown CHEEKY side to her where her favourite colour being hot girl pink, CHEEKY LUCK wants to capture this feeling.
10% TREASURED TROPHEY Something beautiful first and foremost. CHEEKY LUCK prides itself on being something visually beautiful and maybe even something you might want to treasure. These photographs by Justin McGee show intimate, creative but CHEEKY style, which CHEEKY LUCK adopts.
10% FREE REIGN
10% CREATIVE CV
CHEEKY hands the final chapter of CHEEKY LUCK of to her loyal and creative girls. Each issues theme will be published on the website and the CHEEKY dolls are encouraged to send in their creative interpretation and voices.
We all know we can be a little nosy and like to find out how those it girls and creatives made it to the top, so we have dedicated a feature in each issue on how they made their break, their tips and advice and their daily job responsibilities.
Illustration, creative writing, style diaries, photography, nail artIn fact anything you can think of can be submitted and a variety of pieces will be featured each month
10% FOLLOW ME Figure 34. Brand Attributes, Lauren Wilson, 2014
Well we could not have a beauty and style magazine without design junkie ideas and how to’s. We mix high-street fashion with `DIY nail art and style. CHEEKY LUCK is all about mixing boutique and street and creating your own stamp on your style and beauty.
TONE OF VOICE Choosing words and presenting them in a consistent way is core to the projection of the CHEEKY brand. The tone of voice subtly directs how the CHEEKY LUCK magazine is perceived by their consumers and reinforces the understanding of their brand personality. The tone of voice is also important to how the consumers communicate back to CHEEKY and create a relationship with them. The tone of voice can be adapted into different methods of communication through the parlour, products, staff, events and the magazine.
Figure 35. Alexa Chung, It Girl, 2013
YOUTHFUL AND ENERGETIC Words used should project the energy of the CHEEKY brand and its market, causing consumers to stop, look and read. An energetic and carefree tone of voice should be projected at all times, reflecting the enthusiasm and fun community the CHEEKY brand is. MISCHIEVOUS AND SASSY Every girl should have a daily CHEEKY moment and sometimes living in the fast lane is not a bad thing. The CHEEKY LUCK tone reflects the importance of girlish attitude and encourages a little bit of tongue and CHEEKY humour. CREATIVE AND BOLD The tone reflects self-confidence in CHEEKY’S talents and creativity, encouraging all girls to have the freedom of design and style. We discuss achievements and futures and encourage independence and individuality. OPEN AND HONEST Above all CHEEKY is a beauty brand which welcomes all. CHEEKY’S brand ethos is to accommodate all types and looks of beauty and to be accessible to all girls, from the west end girl to the Hackney urban girl. We believe every girl has a CHEEKY side to her. CHEEKY LUCK uses welcoming and personal words to create an informal and accessible tone. A tone, which we hope, will invite all girls to join our CHEEKY community. LOYALTY AND COMMITMENT CHEEKY strives to be a girl’s one stop beauty shop and promises to inform her of the latest beauty trends and style. CHEEKY LUCK conveys professionalism and expertise and hopes to create trust and loyalty with its consumers.
Figure 36. Vogue, Lacey, 2013
PHRASES TO DESCRIBE CHEEKY LUCK One stop flick Preening and Primping Tongue and Cheek Flirty and playful Witty and Welcoming New girl about town Papergirl Building a stylish and sassy community Design Junkie A Brand where the rulebook does not apply Inspiration is everywhere Affordable and Accessible Bold and captivating
THE DESIGN
THE GRAPHIC IDENTITY
Suburban 50’s Housewife/ Valley of the Dolls/Miami Beach/ Flamingo Girls/Hot Pink Pop/Pastel Invasion/Bold Type/Neon Lights/Pop Art/Retro/YSL/Paul Smith Design is Everywhere/Andy Warhol/ Playing with Scale/Klaus Oldenburg/Industrial Revolution/Material/ Martin Creed/Williams Crouwel/ Honesty/Organic/Craft
Figure 37. Cartogram, Lauren Wilson, 2014
COLOUR
A palette of four key colours have been selected, colours, which are already present with the CHEEKY brand identity. These colours will be prominent in Title Type, key moments and chosen imagery.
Figure 38. Megan Olsen, Unknown
TYPE
Figure 39. Lauren Conrad, 2013
Primary Type Courier Title and Moment Type
Arsenal White
The Courier typeface is already associated with the brand identity and will be kept within the CHEEKY LUCK magazine, to maintain a constant brand design identity. It has three different weights available, which can give versatility and impact. A bespoke typeface Arsenal White had been chosen to emphasise the CHEEKY moments and titles. This type will only be used for taglines and short headings and not for written text. It portrays a handwritten feel and creates contrast against the bold and structured Courier type.
IMAGERY STYLE
Images featured within CHEEKY LUCK will show creative photography and talent. Images will capture and communicate the brand’s attributes such as playfulness, youth and style. Images will also help to maintain the honest and DIY characteristic within the CHEEKY brand and will have a LOW-FI photography aesthetic. Images will show values of real movement and authenticity. The images presented will not be manipulated and are against the anti instagram aesthetic’. (WGSN.2013) The images used will also help to challenge the traditional rules and routines of beauty. Images will go beyond the camera lens and will include illustration, collage and print. Photography will be a key element within CHEEKY LUCK and will feature a mixture of people, places, beauty, style and art. This will form a unique insight into the CHEEKY lifestyle. CHEEKYS imagery will be the perfect mix between Corrine Day and Tim Walker.
Figure 40. Imagery Style, Lauren Wilson, 2014
INTERVIEW STYLE
Interview features within the magazine, will be casually free flowing, not only asking direct questions to do with the persons, career, inspiration and aspirations but about their lifestyle and personality. Inspiration has been taken from The Travel Almannac.
Travel Almanac issue 6 Autumn/winter 2013 Interview with Linder Sterling I brought you a copy of the magazine Oh it’s beautiful! Just last night I was talking to someone about the decline of print media. I’m glad though that there is a beautiful renaissance of it at the same time too! Do you enjoy travelling with your pictures?
Figure 41. Travel Almanac, AW, 2013
Absolutely! You feel that you have arrived. And not only that, you also feel very welcomed by the institution, the curator, the visitors. It’s a mutual experience – my excitement it matched by the welcome. When have you ever felt not welcome? In Manchester in the late 70’s, because of the way we were dressing.
MAGAZINE COVER “The covers make half of the magazine’s impact. A bad cover is barely noticeable, a good cover jumps out at you.”Marc Atlan, Art Director, BIG: Los Angeles VIP special The contemporary beauty, style and lifestyle magazine cover which is guaranteed to please the youthful and trend aware design junkies of today. This layout of Cover is one which many magazines adopt, deliberately simple, colourful and eye catching. It was key to look at other magazine that also followed this trend.
INSPIRATION
Figure 42. Magazine Cover Inspiration, Lauren Wilson, 2014
PHOTOSHOOTS
Figure 43. Photo-shoots, Lauren Wilson, 2014
Figure 44. Lets play makeup, Lauren Wilson, 2014
Photo-shoots were inspired by a number of stylists and photographers in particular referencing the current trend of making shapes (WGSN,2014). A trend which has emerged on youth blogs. It’s by creating hand signals, using the body to create playful shapes and positive messages of youth, and themes surrounding love,girl power, summer and play.
THE FIRST ISSUE The first issue of the magazine will be based around the idea of playfulness. The decision was made for a number of reasons. One of these was that within the seasonal calendar and the launch for the magazine being in the summer months, we believe that summer could be easily associated with the freedom of play, adventure, and youth, the key attributes of playfulness. Another is that the first issue needed to shout the CHEEKY personality, and when interviewing Cat Rose ( Please see Appendix), the product developer, she thought the first issue should show the core message of CHEEKY and how the brand is centred on girls being playful. The features within this issue will show a number of different interpretations of playfulness, from being playful within beauty and style, to how the playful emotion can make you feel and succeed.
PLAYFUL PLAYFUL PLAYFUL
PLAYFUL PLAYFUL PLAYFUL
LAYOUT INSPRIATION
Figure 45.Pinterest, Unknown
Figure 46. Layout inspiration, Lauren Wilson, 2014
Inspiration has been gathered in order to create direction when creating the layout and structure within the magazine. Bold block colours, size of scale and mixing gloss with low fi have been the key elements to CHEEKY LUCKS vision. Magazines such as Lula, Frankie, The Travel Almanac and independent zines have created the foundation of inspiration for the layout.
LAYOUT PLAN CONTENTS
CHEEKY GREEDY LIST
CHEEKY GREEDY LIST
MERINGUE GIRLS INTERVIEW
STYLE ICON
SHOOT
REVAMP YOUR DEN FEATURE
EDITORS
CHEEKY RECOMMENDS
ILLUSTRATION
RECIPES
STYLE ICON
SHOOT
SHOOT
DESIGNER FEATURE
DIY STYLE
CHEEKY MOMENT
POETRY
LIPPY TOOK OVER
BEAUTY JUNKIE FEATURE
MUSIC INTERVIEWS
ILLUSTRATOR
SHOOT
LIPPY TOOK OVER
NAIL ART FEATURE
DIY HAIR STYLES
PLAYLIST
BOOK REVIEW
SHOOT
PACKAGAING AND BINDING
We want CHEEKY LUCK to be a magazine which is filled with beauty but also represent the brand ethos, of redefining the beauty rules, mixing high gloss with low fi, and incorporating the playful attitude of its consumer. Therefore many magazines have been collected and analysed,(please see appendix) and it has been decided that the magazine will be traditionally binded in A4, white paper. The cover will be a slightly heavier weight and will incorporate a textured paper. A brown paper bag, filled with small pastel coloured stickers will accompany the magazine, allowing users to customise, and highlight certain pages for their benefits. By using a low fi brown paper bag, pastel stickers and the magazine, it will create a playful and interactive experience for the consumer.
Figure 47. Packaging and Binding inspiration, Lauren Wilson, 2014
STRAGEDY
COMMUNICATIOIN
PRICE AND PLACE
Figure 48. Helmet Lang, Juergen Teller, 1997
£££££££££
From previous research carried out and noticing the increasingly popularity and following of free lifestyle magazines, Stylist and Shortlist, and with the CHEEKY LUCK magazine being attached to a brand we decided to offer the magazines as complimentary to the CHEEKY consumers. The magazine will be featured within the CHEEKY parlours, and offered to clients and consumers to flick through while they are having their pedicures and blow dry’s. After the first issue the magazine will also be available to download online, for users to read and share. This will be placed within the CHEEKY website.
DIGITAL COUNTERPART The first touch point after the magazine will be the online CHEEKY website, and a potential to evolve an app if the budget allows. Within the already created CHEEKY website, a new page will be added specifically for CHEEKY LUCK, which will feature the online issue of the magazine, news and updates on the magazine and where to submit future issue contents. This will allow an online content platform for consumers, and will be the base for social media updates and news.
Figure 49. Website Mock Ups, Lauren Wilson, 2014
PROMOTIONAL STRATEGY The key aim of the promotional strategy is to raise awareness and create noise and conversation for the launch of the CHEEKY LUCK magazine. The promotional strategy will encourage consumers to get involved and participate with the online sites and platforms. The objectives are to communicate what CHEEKY LUCK is about, and what it can offer consumers, what consumers can expect from the magazine, and the connection with the CHEEKY brand. The promotional strategy will traverse onto a variety of social media platforms enabling constant conversation and reach. When the magazine production begins, the launch will be announced via CHEEKY’S Twitter and Facebook pages, and consumers will then be advised to follow the social media pages and sign up to the CHEEKY website for further details and sneak previews of the magazine. 4 weeks prior to the magazine launch, a teaser video will be released via social media, particularly focused on the social media platform of instagram. This will be done to encourage brand awareness, and curiosity amongst consumers and target audiences. The short film has been attached to the disc for viewing. Nearer to the launch, people featured within the magazine will be encouraged to tweet about their involvement, and encourage target consumers to follow the CHEEKY pages for more information on the magazine launch date, and CHEEKY LUCK festival where not only the magazine will be given away with a personal keepsake, but activities and talks will also be taking place. To coincide with this, an instagram campaign will run to encourage followers to share their CHEEKY LUCK moments from their day and this will allow a balance between the offline and online conversation. Once the user has uploaded their photo and #CHEEKYLUCK 5 images will feature on CHEEKY instagram page daily. This will encourage the sharing of stories and the creation of a community not only offline but online, and how CHEEKY can be present with you in all parts of your day.
CHEEKYLUCK MOMENT OF THE DAY
ONE OF OUR CONTRIBUTING EDITORS EXPERIENCING THE CHEEKY PARLOUR
Figure 50. Instagram Mock Up, Lauren Wilson, 2014
CHEEKYLUCK LAUNCH EVENT - COME AND JOIN IN
PROMO FILM BEHIND THE SCENES
Figure 51. Promo Video, Lauren Wilson, 2014
A Ipad App named Cameo was used to help in the creation of the promo video. It allowed me to create short snippet videos and combine them together in a sequence, with desired effects and music. The promo video represented the honest and playful ethos of CHEEKY LUCK. Please find Promo Film attached on the disc.
EVENT & PERSONAL KEEPSAKE The final and most interactive consumer touch point of the launch strategy will be a physical weekend event, CHEEKY FESTIVAL. The event will occur within the CHEEKY parlour, and the event will explain what CHEEKY LUCK is, and will also give a complimentary magazine and personal keepsake to every consumer. The personal keepsake is key in maintaining a connection and touch point with the consumer after they have left the parlour or store. It will be a designed canvas bag which will create a reminder to consumers to stay in touch and have that CHEEKY moment every day. From primary research, consumers loved receiving keep sakes and goodie bags, when purchasing a magazine or product, yet wanted it to be something that they would want and use, instead of a unwanted lipstick in a shade they would never wear, or a book which really their mum would prefer. When interviewing the CHEEKY beauty team, they announced that later this year they were launching CHEEKY’S cosmetic and accessories range. Therefore it was concluded that it would be great if the magazine launch could collaborate with the cosmetic and accesorie launch and could act as a first step to revealing what the CHEEKY cosmetic and accessories range could include.
Inspirational industry insiders and contributors featured within the first issue will be invited to hold small talks and discussions held within the Aubin and Wills cinema auditorium next door. Overall the budget would not need to be too high, due to the partnerships and equipment already featured within the CHEEKY parlour and neighbours, but an alternative cheaper strategy has also been created. Consumers could still create the photo booth stickers but by downloading the ‘Sticki App’ to their smartphones and are encouraged to use that to take their photographs, which they could print at home. Instead of holding snack and drinks bars, small lunch boxes could be pre-prepared featuring small sweet snacks.
Figure 52. CHEEKYLUCK bag, Lauren Wilson, 2014
Throughout the day at the launch event there will be small talks and activities including nail art tutorials, DIY beauty and style, a photo booth where photos can be printed onto stickers and placed within the consumers personal CHEEKY LUCK magazine, homemade CHEEKY sweets and savoury snacks, cocktails and shake bars, and cocollaborative large pin boards for future issue ideas and contributors.
Figure 53. Event Inspiration, Lauren Wilson, 2014
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MEASURING SUCCESS As a free brand publication, measuring success can be difficult; it is not just looking at how many issues have been sold. But looking at the content, interaction and conversation it has created. Through submitted consumer features, and social media interaction such as encouraging consumers to hash tag their experience with CHEEKY LUCK, the success of the magazine can be identified.
Figure 54. The magazine, Lauren Wilson, 2014
THE FUTURE
CHEEKY LUCK is aware of the social trend changes within girl culture including beauty and style, and this has been a vital part to the making of the creative magazine. The magazine has aimed to create a supportive and creative community, which enables consumers to experiment and experience the beauty brand in a new and innovative manner. Future aims continue to push the boundaries and change the traditional norms and rules towards beauty. The magazine could develop into becoming a beauty and style online app if the budget allows, a trend forecasting platform where styles from the street and the CHEEKY consumer are predicated and determined, something which few brands are doing. CHEEKY has begun this journey of co-collaborative content and a real and authentic community, by event, the magazine, and social, but this could be encouraged and pursued further and globally to push brand awareness and loyalty. With the future launches in CHEEKY cosmetics and accessories, and possible movements abroad, the CHEEKY luck magazine will act as a perfect stepping stone to explain CHEEKY values and voice.
SUMMARY AND CONCLUSIONS
Figure 55. Spangled Collection Preview, 2013
With each stage within the CHEEKY LUCK launch complimenting the next, what is hoped to be achieved is that the before, during and after steps create a playful, interactive and commutative atmosphere and conversation with the CHEEKY consumer in a successful manner. Demonstrating that the CHEEKY brand is a beauty brand which is one step ahead of the rest, and can offer consumers more then just a quick file and paint or blow dry. But can support the CHEEKY consumers’ creative voice, and create a platform where they are encouraged to discuss, experiment and rewrite the traditional style and beauty rules. From this, the aim of the report and concept was to increase CHEEKY’S brand awareness,consumer interaction and to display CHEEKYS innovative and exciting brand ethos. By the creation of the CHEEKY LUCK magazine and the 4 stages including the improvement of social media, promo video, the event and the keepsake this has been believed to have been successfully done.