Digital Image production Seminar 3

How to Identify a beauty brand?
what about market and target demographics?

7 brands that changed the face of beauty.

1) 'The Draw of a gift' Estee Lauder.

Estee Lauder launched her own company in 1947.
She approached big complained to create  promotions/ campaigns for mass production sales of beauty products.
Estee Lauder introduced the marketing technique of 'Gift with purchase' or 'Bonus time'.

2) Clinique ' The medical approach'.

Response to women's concerns about 'hypoallergenic' and harmful ingredients put into their skincare, (Hypoallergenic isn't a real term and products are now only labelled as 'allergy tested'. Door to door salesman, wig makers, and chemists were the original salesmen of beauty products who were all unskilled marketers.

Women sell, create, promote, demo beauty products in stores in front of customers (consume and sell)

Challenged that the pursuit of beauty was now immoral. Women had unique made up marketing techniques, they changed the way beauty products were positioned. 

Selling product ingredients to consumers, industry is booming more regulated, consultants dressed in lab coats, choice of colour in packaging reinforces the product, claims, portrayl of product, Ivrin Penn photographed various Clinique adverts and campaign images, keep their white, fresh, simple theme continuous in every photo.

3) 'The colour of the season' Revlon.
Revlon created colour and introduced seasonality into the beauty industry. Revlon based beauty on shades worn with clothes, making make-up and accessory to your appearance.

4) Maxfactor ' The celebrity factor'
Maxfactor escaped Russia with his family as they adored him and his craft so much all eyes were on him at all times. Maxfactor began by creating theatrical make-up fof actors and stars on film sets but expanded his cosmetics range to sell everyday beauty product also. 
Linked with the rise of moving pictures, he used celebs and signed endorsements with film companies, giving actresses 1 dollar each in order to promote/sell his products. 

5) 'The distributor play' Loreal.

Created safe synthetic hair dye in the 20's and 30's.
'Only found in the finest beauty salons' 
Targeted hair stylists and salons and also created a magazine line for consumers to read whilst dying their hair. 

6) 'The Regimen' Ponds Cream.

Ponds extract contained medicinal ingredients.
Held many health benefits. 
Women were encouraged to use cream twice a day and to maintain their skincare. 

7) 'The ageing debate' Dove

Dove have used various false advertising in their campaigns causing women to believe their products would create perfect complexions and other claims. Dove introduced ads/promotions that portrayed 'normal' women who would not normally be in ads. 


How beauty advertisement seduces you with emotional design?

'Olay' example of a legacy brand; history and significance in the industry.
Women are becoming more loyal consumers of brands and their emotions. Other ads play on our subconscious and conscious emotion etc. Targets our aspiration, ability to be persuaded and our emotion. 'Sets our imagination on fire'.

Understand and appeal to your target group.
Translate appeal into a brand, you want your target group to remember product and ad.
"Appeal to your target audience"
Boosting self-confidence in women.
Teen beauty consumers are all about self expression, transformation, consumers that push new products and creations for the future. 

Emotions/Aims?

Beauty, perfection, attractiveness, popularity, appeal, comfort, confidence, clean, fresh, feel good, quality. 

Look at ads/campaigns of beauty and skincare brands and analyse the language and adjectives used to sell product and the brand lifestyle. 

Brands focus a lot on the 'effects' of a product and outcome of product, etc Dove fresh and clean, Loreal elegant and sophisticated. Brands all have a distinct colour theme in their brand ads and product packaging, these are distinct recognisable colours you remember. Brands also build colour into ads subconsciously. 

Colours appeal to our emotions and effect our emotions of a brand. 

How do emotions build brands? 

tips and consultations 
expertise
social responsibility
contact information 
unique brand associations 
anything beauty 
underline brand image

Authenticity is important in a brand/ad 
Real approach on how to obtain beauty.

Focus on customer 
what do you want from your brand, brands 'care about us' personal beauty profiles etc.
Building a relationship with your customer 'brand loyalty' 
what makes you loyal to a brand?