Client

A global makeup brand

The ask

Develop a yearly communication plan.

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The landscape

Beauty has a very competitive landscape; every year, new brands (Italian and from other countries) try to place on the market. Keep the consumers' loyalty could be difficult.

About the brand

The brand is positioned as a professional one but with an affordable price. Distributed thought flagship stores, the most powerful brand's fact is to have created a strong - and young - digital community. 

 

Observation

For each store's inauguration, a long queue is created without giving any effort to the girls that decided to arrive at dawn.

Observation

For each store's inauguration, a long queue is created without giving any effort to the girls that decided to arrive at dawn.

Before proceeding in the communication plan, I decided to take part in an opening to understand why people decided to queue.

I don't give a gift!

Girls confirm me aren't interested in any gift (note: the brand gives to the first people in line a small pochette with a couple of products, but it doesn't communicate it). Also, the participation of some influencers doesn't represent the main reason. Probably they will take a photo with but are not there for them; they confirm they are in line for the store's opening. 

I don't give a gift!

Girls confirm me aren't interested in any gift (note: the brand gives to the first people in line a small pochette with a couple of products, but it doesn't communicate it). Also, the participation of some influencers doesn't represent the main reason. Probably they will take a photo with but are not there for them; they confirm they are in line for the store's opening. 

Girls and... mothers?!

I was impressed in seeing different girls accompanied by their mothers; not many sixteen-year-olds would like to be seen with her parents. In this case, talking with the mothers, emerged the trustable aspect of the brand. If daughters want to wear makeup, parents want to feel secure without spent too much, also because makeup never ends: type and colors are limitless!

Girls and... mothers?!

I was impressed in seeing different girls accompanied by their mothers; not many sixteen-year-olds would like to be seen with her parents. In this case, talking with the mothers, emerged the trustable aspect of the brand. If daughters want to wear makeup, parents want to feel secure without spent too much, also because makeup never ends: type and colors are limitless!

Girls and... mothers?!

I was impressed in seeing different girls accompanied by their mothers; not many sixteen-year-olds would like to be seen with her parents. In this case, talking with the mothers, emerged the trustable aspect of the brand. If daughters want to wear makeup, parents want to feel secure without spent too much, also because makeup never ends: type and colors are limitless!

Makeup lovers

Girls (but also some boy) look amazing. Their makeup was generally very curated and made with different techniques. These are not only teenagers but real makeup lovers! Talking I discovered that lots of them dreamed of doing their passion for the makeup their work soon, maybe also starting a makeup academy after high-school.

Makeup lovers

Girls (but also some boy) look amazing. Their makeup was generally very curated and made with different techniques. These are not only teenagers but real makeup lovers! Talking I discovered that lots of them dreamed of doing their passion for the makeup their work soon, maybe also starting a makeup academy after high-school.

The dream enabler

Was curious that girls couldn't express exactly why they were there, but all the clues showed me that the brand was perceived as an enabler of their dream: work in the makeup world. The professional positioning of the brand was understated by the younger target and transformed into emotional value.

The dream enabler

Was curious that girls couldn't express exactly why they were there, but all the clues showed me that the brand was perceived as an enabler of their dream: work in the makeup world. The professional positioning of the brand was understated by the younger target and transformed into emotional value.

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Social media listening

To have a confirm about the insight I've asked to make an analysis of the social media fanbase about the brand and the major competitor in terms of price and distribution. The results were interested: the brand's community uses the 'artist' keywords (from makeup artist) to describe themselves more than for the competitor.

makeup-classes

The brand as a school with dozens of locations

The idea works in different ways; as a digital school to increase the target talent and keep them to the influencers' level, as an in-store incubator creating makeup classes divided into different levels and as an event like a portfolio review for who is already working to be a pro.

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Intercepting a new target already in store

It is premature to think to enlarge the brand target but it could be interesting to investigate more the target that could visit the store. Create an ad-hoc activation to engage also the curious companions made of moms could represent a territory to be investigated more. 

Agency: The Big Now (LOW)
Role: Creative Strategist

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Not enough?

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giulia@giuliamandala.com

+39 347 59 77152

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