ISLAND WATER BRAND LAUNCH AND PROMOTION
Thursday, 15 May 2014
The BIG IDEA | Michelle Guest lecturer
founder and creative director and CEO of Front Cover cosmetics
Make up was an extension accessory to what we brought on the highstreet / fashion.
their audience wanted to get the look from magazines i.e smokey eye.
Front Cover wanted to give them the opportunity to buy make up that taught them make up lessons.
Their audience wanted the "it” looks .. but also wanted the teachings and explore the theories of the product and trend.
Front Cover aim : transfer fashion trends to make up, in a relevant and teaching way.
They followed the trends, the idea of when something’s gone, its gone. They adapted around that to their two seasons.
They believed in imagery and they wanted to get across the message in the image by the ‘look’
They felt passionate for their products to live up to high end brands, but wanted to keep the price accessible for this consumers.
Front cover Launched in 2008. ( start of economic crisis)
Wanted to stretch the cat walk looks into make up, product names would be inspired by catwalk references i.e looks, textures, colours, fabrics etc.
Taking a wider view in trends general, They did not use any trend houses.
all competitors are seeing the same information.
It’s about seeing influences from other sources and making it your own.
Product innovation and quality are at the heart of the brand.
Lots of planning, creative direction, editing, modelling, story boarding.
Always keep in mind what your consumer would like and what they would suit. As long as they are happy thats all that matters.
Make sure your brand is not out of sync with the brand image.
Multi channel distribution strategy - launched in Sephora, networking is key. (We are using selective distribution brands)
- cult beauty range
- being british
- being real
- warm tone of voice
- high quality
- always listen from customers, most innovative ideas come from the consumers
Important to edit your information. Vital for consumers to know what the brands about but to cut it down. (what bits make you different to other brands)
- home down 3 main points that we would say to revive our brand values.
- what makes you product unique?
Wednesday, 14 May 2014
PRIMARY RESEARCH / QUESTIONNAIRE RESULTS
LOCATION : BRIDLE SMITH GATE | DATE: 14-05-2014
- mid 20’s
- 30 something
what scents do you like? / are brand names important to you? is so why?
- quite floral and fresh scents as its coming up to summer, not so much as long as its good quality and smells nice
- fresh, nothing heavy something that isn’t common. yes but i would purchase independent perfumes, like the ones in liberty.
- something modern and soft, in the evening maybe something heavier and musky like Tom Ford. To an extent, personally celebrity fragrances don’t appeal to me.
- I personally like aquatic fresh smells. yes, not going to lie i like to show off.
- sweet and warm. not necessarily I think its nice to have one brand but the smell is most important!
Does the packaging effect your purchase? big bold brand names or simple and classic?
- if buying for a gift i would like it to be packaged beautifully and classic.
- the packaging in general would draw my attention to the fragrance at first definitely
- packaging is a must if I’m buying a perfume around £40/£100. I would want the packaging to reflect the brand
- its not my main factor but, id like it to look nice on my dressing table and when i get it out on the tube or train
- i don’t like anything fussy, i think keep it simple but looking expensive is key. less is more.
Are you wearing perfume now? if so what?
- Miss Dior cherie
- Molecule 01
- DKNY Be Delicious
- Issey Miyake
Sunday, 11 May 2014
PR | RESEARCH
ACNE ADVERTISING: A company that creates business opportunities with strong ideas and innovative communication. Their ambition is to create ideas that spread far beyond bought media space into the everyday lives of our audience.
1. WHO? Acne Advertising is a member of the Acne Family – a multidisciplinary group of companies where Art and Industry meet.
2.WHAT DO THEY DO? Acne has entered all kinds of communication areas head on. Advertising, design, commercial film production, feature films, tv-formats online games, web production, mobile phone apps.
3. STRATEGY? Focused on generating results for clients, they create ideas that spread far beyond bought media space into the everyday lives of their audience, producing ideas with a top-notch attention to detail. Creative scope and production value.
4. PORTFOLIO? They were awarded and featured in places such as Cannes Lions, D&AD, One Show, NY Festivals, Eurobest,FWA’s, Creativity Magazine, Les Beaux Arts, Vogue, Elle, The New York Times, Intersection, the blog of Kanye West, and the BBC.
Saturday, 10 May 2014
SEMINAR WITH SI | Who do you believe?
Breaking news story
- Official / reliable twitter accounts (SKY news, BBC,) as opposed to Daily Mail | Official news Apps
- Newspaper ( THE Guardian)
- News on TV, Radio : opposed to journalists
- Fashion magazine : Vogue, Harpers Bazaar etc.
- Well known bloggers
- Instagram accounts
- Websites such WGSN, Business of fashion
- More reliable than Topshop apps, as they aim to sell you stock of their own. (creating their own trends)
- Read The Tipping point.
- Youtube videos ( accounts that publish sneak previews) (Vloggers, bloggers that review products)
- official website of the brand & their social media platforms they are accociated with.
- live launches
- word of mouth
identify 3 different sources from the Newspaper.
Daily Mirror :
Starbucks ad : written by Lisa robinson, worker for Starbucks stating benefits of drink. - fed into publication, creates editorial
NCS Summer item
ABC : national dailys on the guardian.
look at abc figures on vogue, elle etc. ( stats, figures, media)
Create a PR campaign for:
Nottingham - city of culture
- food festival / music
- outside market square.
- promotion on social media, outdoor advertisement, leaflets sent to homes, posters (guerrilla marketing)
- Nottingham castle/ woolaton park
where does the hook come from, to create your story how are you going to make it credible?