Brand Strategy Book
2 BRAND STRATEGY BOOK
Contents
Our History /4
Brand Grid /16
Timeline /6
Our Audience /20
Competitive Analysis /8
Keywords /24
New Brand Soul /12
Repositioning Statement /30
Our Mission /14
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Our History Charles of the Ritz is a former cosmetics brand known for its line of perfumes and some beauty care products. It founded by Charles Jundt in 1926. In this brand’s glorious period, it was a very large cosmetics company, positioned in the high-end consumer groups, It had many hot products and senior salons. In 1916, hairdresser Charles Jundt took over the Manhattan beauty salon of the New York City Ritz hotel. He founded his own cosmetics com-
- In 1926, the first trademark was developed by Gustav Boerge Jensen.
pany in 1919, and in 1926, began marketing beauty products under the name “Charles of the Ritz”. Before 1963, the company was expanding rapidly, it launched several popular perfumes and skin care products for users of different ages, even acquired 80% of the house of Yves Saint Laurent. Ritz launched an entire line of skincare and makeup under the Yves Saint Laurent Beaute brand. Since then, the brand had several ownership changes, and finally this brand acquired by BRAND STRATEGY BOOK
Revlon in 1987.
- In 1938, a new trademark was adopted. Initially, it was used in conjunction with the previous design but over time the 4
older trademark disappeared.
ORIGINAL TRADEMARKS
1926-1938
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1938-1987
Timeline
1933 Charles of the Ritz (Canada) Ltd. established. New Products: Charles of the Ritz Nail Polish and Nail Polish Remover.
1926
1941
Charles Jundt adopts the
Charles of the Ritz Rasp-
Charles of the Ritz brand
berry Ice Cologne, Dusting
name; begins selling cos-
Powder and Foam Bath
metics under the Ritz name.
with Raspberry Ice shade of lipstick and cream or
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compact rouge.
1910
1938
Charles H. Ritz opens a
New Charles of the Ritz
hairdressing business in the
trademark introduced. New
Ritz-Carlton Hotel, New York.
Products: Polar Cream Ritz, winter care for the skin.
1930 Charles of the Ritz trademark registered; and new salons opened at the War-
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wick Hotel, Philadephia and the Altman Building, New Jersey.
1956 troduced into the Charles
1986
of the Ritz powder bars in
Lanvin-Charles of the
1956 enabling individual-
Ritz, Inc. acquired by
ly-blended powder to be
Yves Saint Laurent.
Powder presses were in-
pressed into a compact.
1961
2002 Revlon discontinues
Charles of the Ritz went
Charles of the Ritz.
public and got the distribution rights to Dior perfumes in the usa and the company secured the world-wide rights to Yves Saint Laurent perfumes and cosmetics.
1942-1946
1987 Lanvin-Charles of the Ritz,
imposed on cosmetics
Inc. (excluding Yves Saint
during the hostilities,
Laurent Beauté and Charles
some new products were
of the Ritz perfumes) sold
introduced by Charles of the Ritz during the war including Revenescence Lotion, a liquid version of Revenescence Cream.
1978
to Revlon.
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Despite the restrictions
Ritz introduced a new women's fragrance, Enjoli, designed as “the eight hour perfume for the 24-hour woman”
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Competitive Analysis To gain sustainable competitive advantage, we need to understand our competitors. These competitors are categorized into three categories: direct, ancillary, and future competitors. 1. Direct competitors: These are famous middle to high-end popular beauty brands. They offer skincare, perfume and make-up products and have counters in major shopping centres. 2. Ancillary competitors: These are some indie beauty brands. Most of them featured in nature source ingredients or a strong brand personality. They rely on lean infrastructure and flexibility to adapt to the needs of consumers. 3. Future competitors: These brands or organizations offer a variety of services or products, not just cosmetics, to enable people to pursue inner beauty and BRAND STRATEGY BOOK
outer beauty.
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DIRECT COMPETITORS
Yves Saint Laurent Beauté is a notable
Estée Lauder aims to creat the most inno-
presence in the luxury beauty and fra-
vative, sophisticated, high-performance
grance market, now it is owned by L'Oréal.
skin care and makeup products and iconic fragrances.
Lancôme is a French luxury perfumes and
Guerlain is a French perfume, cosmetics
cosmetics house that distributes products
and skincare house, which is among the
internationally. It is part of the L'Oréal Luxu-
oldest in the world. Guerlain has tradi-
ry Products division.
tionally been held in high esteem in the perfume industry.
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Shiseido is a Japanese multinational per-
Clinique Laboratories, LLC is an American
sonal care company, that is a skin care, hair
manufacturer of skincare, cosmetics, toi-
care, cosmetics and fragrance producer. It
letries and fragrances, usually sold in high
is one of the oldest cosmetics companies in
end department stores.
the world. Founded in 1872.
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ANCILLARY COMPETITORS
Founder Rachel Roff started Urban Skin Rx as
The fragrance house Le Labo debuted in
a means to make the beauty world more
2006 and gained immediate renown for its
inclusive because she recognized the lack of
subtle, striking scents, apothecar y packag-
education and treatments available for
ing and distinctive naming convention.
conditions seen in darker skin tones.
Smoothie Beauty is a beauty brand
Red Earth is a Australian-based skin-care
that is made entirely out of fresh,
line geared toward young women looking
organic food-based ingredients.
to make caring for her skin "fun and fearless". Their hero ingredient is Tasmanian sea kelp and the packing is spot-on
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gorgeous.
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Kilian is a fragrance brand created by
This is a stellar brand from New Zealand
Kilian Hennessy. His goal was to put
appeals to many people. They are 100
perfumer y back on its pedestal and
percent ethical, sustain- able and work
return it to its former glor y, and
with communities that forage their
achieves a perfect alliance between
ingredients. They're committed to
elegance and uncompromising luxur y.
celebrating earth, along with the freedom of being a wild woman.
FUTURE COMPETITORS
Proven is using artificial intelligence to
A non-profit organization. We’re dedicated
determine the best skincare routines
to inspiring, guiding, and connecting any-
for people based on their skin type.
one who wants to explore mindfulness—to enjoy better health, more caring relationships, and a compassionate society.
Curology offers prescription-strength
Elle is a worldwide lifestyle magazine of
acne and anti-aging skincare blended
French origin that focuses on fashion,
into a custom formula online, saving you
beauty, health, and entertainment. It
the cost and time of visiting a doctor.
was founded in 1945 by Pierre Lazareff and his wife Hélène Gordon. The title, in French, means “she” or “her.”
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Empowering Through Beauty Foundation
HelloGiggles.com is an entertainment
is a nonprofit organization. Its mission is
and lifestyle website. The website is
dedicated to mobilizing the caring power
geared toward women, and covers topics in
of individuals and organizations to build
popular culture, love, friendship, careers,
a society in which ever y woman and girl
style, food, and daily news.
can experience peace, love, and joy.
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New Brand Soul
Discover the beauty that
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was always in you
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Brand Mission
We help women live happier,
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more fulfilled lives.
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Our Past Look These photos show what we looked like in the past. The main visual effect of Liz’s ancient
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Charles is to represent luxury and decorative.
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Charles of The Ritz
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Our New Look These pictures show our new look in the future, in order to show a harmonious, relaxed vibe, and expose the new charlie is a friendly, inspiring community. The key visuals turn from the “gold,
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sparkling” things to the “neutral and soft” feeling.
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Charlie
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Our Audience Our target audience are the women aged 2050 who feels stressful and want to get healthy,
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change life status, or get relaxed.
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A WOMAN WHO WANT TO MAKE CHANGES FOR HEALTH
Maria - 34 years old - Architect - 85k Annual Salary -Living in San Francisco
Due to the busy work, Maria pays little attention to her diet and does some exercise. In the last physical examination, the doctor told her that she had fatty liver and moderate obesity, which reminded her. She began to think about how to change her lifestyle.
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A YOUNG WORKING WOMAN
Lisa - 28 years old
- Event planner
- 90k Annual Salary
- Living in NYC
Lisa is a very successful event planner though she is still young. All her colleague think she can organize everything well, but the fact is, the high-stress work takes up her too much energy. Especially in the past three months, she felt that her health condition began to decline, she hadn’t even cooked a good meal for herself for a long time. She felt that it was time to suspend her work for a while and learn how
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to manage her own life.
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A WOMAN IS NOT CONFIDENT WITH HER BODY
Alison - 28 years old - Nurse - 100k Annual Salary - Living in Santa Rosa, CA
Because of her profession, Alison needs to wear hospital uniform in weekdays. In her spare time, she also hardly dressed up herself. It’s not because she doesn’t like it, but because Alison is not self-confident in her body, though her family and friends say she is not fat. But whenever she sees those skinny girls on TV and it makes her feel worse about herself. Recently she bought a new pair of tight jeans, but many times when she put them on, she felt embarrassed to look at herself in the mirror. At last, she changed into sweatpants.
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Keywords/1 1. Sophisticated This word represents we have a lot of experience and knowledge in our field. This also reflects the
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professionalism and meticulousness of our team.
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Keywords/2 2. Connection We believe in the power of women and believe that the close relationship between women is the
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core of our brand.
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Keywords/3 3. Tranquil It represents a gentle and stable force that helps
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us get rid of anxiety.
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Repositioning Statement The New Charles of the Ritz is an inspiring community that connects women, creating a free and friendly space to obtain and share life, health, dressing, and skincare experiences. We also offer videos course and articles about fitness, diet, and mindfulness. We have yoga studio, which offers fitness, yoga classes. We hope that in our community, women can gain joy,
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confidence, and health.
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32 BRAND STRATEGY BOOK
Copyright © 2018 Jinyun Zhou All rights reserved
Copy & editing: Jinyun Zhou
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Designed & concept: JInyun Zhou
Typefaces: Noe Display/Isidora This book was created as part of a project for Academy of Art University, School of Graphic Design Class: Nature of Identity (Fall 2018) Instructor: Jeremy Stout
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BRAND STRATEGY BOOK