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Esencia de marca Manifesto Posicionamiento Perfil del consumidor Target principal Voz de la marca Pir谩mide de marca Circulo de marca Pilares de Innovaci贸n
Esencia de marca
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manifesto
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Esencia de marca posicionamiento
Target:
Competitive Frame of Reference:
18–35 year old beauty-oriented women “You love being in the sun and how the sun makes you look and feel. Now you can love it even more with suncare products that make you feel beautiful in the sun.” Hawaiian Tropic is a line of suncare for women that provides.
Benefit (POD):
Luxurious, experiential suncare formulated with exotic tropical ingredients to delight your senses: smell, look and feel
Support (RTB):
Enriched with skin-nourishing antioxidants Offers patented SunsureTM broad-spectrum UVA/UVB protection Contains exotic tropical fragrances
Esencia de marca
Perfil del consumidor
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Esencia de marca
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consequat
Target principal Demographics: Women 18–35, employed, average income, high school education Appearance Conscious Sun Lovers: She is self-assured, magnetic, sensuous and beauty-oriented Life Driver: Release need state with elements of Escape & Relaxation. She works so that she can live life to the fullest every moment of everyday. She values indulgent experiences where she can be pampered and feel a sense of escape, even if it were little things like taking a personal moment to enjoy a glass of wine after work. Because of her carefree attitude towards life, she is fun to be with and has a broad social network of friends. She is confident in her trendsetting style, clearly shown through the brands she selects and her social activities. She is a sun lover who is beauty-driven. Even though her life stage is in transition, just starting to establish her life on her own, she tends to be the influencer in her circle of friends. She enjoys the sun and is outdoors whenever possible – she believes that the sun brings joy, well-being, health and energy. She is highly involved and beauty-driven in her personal care routine. She actively seeks out the latest experiential brands that not only helps her look her best, but also helps her feel her best. She’s motivated by how she looks and feels today rather than in ten years time. She enjoys being seen as the beauty authority. She has a closetful of the latest clothing and accessories trends. She likes to buy products featured in her trusted beauty magazines. She is often swayed by what her favorite celebrities are wearing and the beauty products they are using. She loves fragrances for the transporting experience they bring her. Always opens the bottles to sniff the fragrance before she buys her personal care products Reads the latest issues of her favorite beauty magazine cover to cover Never leaves home without makeup and always checks her lipstick and reapplies as needed Highly involved user who has a well-established regimen to get the color she wants and the protection she needs. She feels most beautiful with the “right” amount of color, and believes the positive benefits of the sun outweigh any potential long-term damage. She uses a variety of SPFs, gradually decreasing the level of protection as her base tan gets darker. She enjoys her time in the sun, which is just as important as the color she builds. She prefers tropical scented fragrances and considers this an important part of the experience.
Esencia de marca Voz de la marca Demographics
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Psychologics
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Dilving Attitudes
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Current Category
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Dissatisfactions
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Telling behaviors
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Needs
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piramide de atributos
OVERALLEQUITY Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore.
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BRAND CHARACTER
STRATEGIC BUILDING BLOCKS
Esencia de marca Circulo de marca Broad spectrum UVB/UVA protection
Enjoy the positive affects of the sun
Multi-sensorial experience that delights my senses
Luxurious
Captivating
INDULGENT PROTECTIVE SENSUALITY
Beauty oriented
rs
on
In-The-Know
ols mb y S
a lit y
Attractive
Facts an d
Stylish
Achieve and maintain the color I want
Radiant
Br Pampered
and
Pe
Vibrant
Beautiful
Confident Protected
Trendsetting
Pilares de Innovaci贸n
essence Indulgent SunCare for a more fabulous you
PREMIUM INDULGENCE Smell Feel Look
APPEARANCE BEAUTY
COLOR
SKIN SAFETY
Moisturization Instant Enhancement
Natural Speed Long Lasting
UVA Protective Tanning
Lineamientos de la marca Logo de la Marca Como no usar el logo Logo Sub MarcasPerfil del consumidor Uso del tag line Lineamientos para High Season y Off Season Material POP tรกctico
Lineamientos de la marca Logo
8X x
9,2 X 1X
2,45X
Usos indebidos