Essie Final
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Transcript of Essie Final
Essie Cosmetics Branding Guide
Essie
Cosmetics
Table of Contents1. Client Profile
2. Client Brief
3. SWOT Analysis
4. Target Market
5. Mood Boards
6.Textures
7. Competitor Analysis
8. Color Palette Options
9. Type Face Options
10. Logo Options
11. Logo Options Continued
12. Style Guide
13-16. Media Market
17. Closing
Company Name: Essie Cosmetics by L’Oreal
About the Company:
Established in 1909 by Eugene Schueller, visionary scientist. L’Oreal is dedicated to continuous research and development, state of the art manufacturing quality prod-ucts and making beauty an easy access to women around the world. Essie was created by Essie Weingarten in 1981 and just recently merged with L’Oreal in 2010.
Mission, Vision, Goals:
Beauty is a languageBeauty is universalBeauty is a scienceBeauty is a commitmentL’Oreal offering beauty for all
Industry: Beauty/Cosmetics
Strengths and Core Competencies:
L’Oreal is a renowned company and brand that has been around for 104 years. They have n numerous awards including the following, in 2011: 1. World’s 100 Most Sustainable Corporations by Corporate Knights2. Humanitarian Award by American Conference of Diversity3. New Jersey Headquarter received Leed Gold Certification4. France: Top Com Corporate Business Awards
Products/Services: Nail Polish
Tone:- Bright-Happy-Colorful-Trendy-Whimsical Names (for the nail polish)
Niche: What sets Essie apart from all other brands in their industry is one simple thing... That is Essie Weingarten takes an “art form” to naming her polish colors. They are unforgettable and women remember the name long after the color.
Client Profile
Background/Overview:
Essie was founded by Essie wiengarten. She created nail colors with a unique story behind each nail color polish. She thrives with over 250+ colors and is currently a part of L’Oreal cosmetics.
Unique Selling Proposition (USP):The “whimsical” names and colors with a personal thought/story in mind.
Objective/ Purpose of the Poster/ Goals: Reach out to young women with the exciting and various holiday season on the hori-zon. We plan to implement a new “holiday” collection that will incorporate colors that will work with occasions starting from Thanksgiving dinner to News Year Eve. Our goal is to take the core values of L’Oreal is to rebrand Essie as a new appealing “hot” commodity for the young population. By doing this we will stay consistent to Essie’s tone of a personal touch with each and every color.
Words That Describe the Visual Appearance You Want to Achieve: -Fun-Cheery-Bright-Playful-Whimsical-Mischievous-Sparkle-Fresh-Eye catching
Taglines:-Colors are my obsession--Classy Meets Fun, Essie’s the One--Passion for fashion--New color. New story. New connection. With women all over the world.
Call to Action: Event on Friday Nov. 22nd unveiling of our new holiday collection and brand. The location would be at our Flagship store on the Upper East Side of New York: 37 E 65th St(between Madison Ave & Park Ave) New York, NY 10021. We would have swag bags for the first 100 guests and door prizes throughout the night. Featuring free manicures and meet&greets with Essie herself. The next couple events would launch a huge sale/event on Black Friday and Cyber Monday.
Creative Brief
• Innovation- being able to think outside the box • Constantly expanding and growing • L’Oreal has been around for 104 years and Essie
has been around for 32 years, both still thriving and carry a strong presence
• L’Oreal is multi-faceted with the many products and always unleashing new & creative products
• L’Oreal offers many levels of pricing • Essie went worldwide with Europe in 2012.• Since 1981 Essie started with just 12 shades and
now she is booming well over 250+.
SWOT Analysis
Strengths
Opportunities• Expansion into Asian Markets• Update the website to make more user friendly• Increasing sales by adding a fifth collection to the
normal four each year• To seek out new target markets
• OPI and Sally Hansen as competitors• Price competition• Not being seen/accessible enough could lead to
depletion on the brand
• Essie’s website provides limited information on the company and it’s history etc.
• Only product is nail polish• Essie’s logo lacks eye catching appeal• Essie still lags behind OPI• Essie is owned by a larger company.
Threats
Weaknesses
Age: 23 Years old.
Gender: Female
Location: Jacksonville
Income Level: $10,000
Social Class: Middle
Occupation: Graduate Student
Education: Bachelor’s Degree
Marital Status: Engaged
Hobbies: Running, Shopping, Getting Nails Done, Girls Night Out etc.
Create Your Customer:
Name: Kelly Cole
Target audience:
Young Women/GirlsAge: 14-35Income: Working class/Students
Expanded Target Market
Mood Boards
Textures
Competitor Analysis
Trends:
Gel PolishTextured PolishMagnetic PolishNail CareNail Treatment
OPI:
Donates millions of dollars to charities.Sold in salons Creates the professional tone.
Revlon:
Encompasses all cosmetics.Uses celebrity advertisingSold in stores/online
Sally Hansen:
Provides at home kitsProvides nail growth and treatmentSites to find the shade that fits you.
China Glaze:
More then 300 ColorsCreate an accessible and filled website.
C=12, M=85 C=22, M=69 C=14, M=30 C=68, M=96Y-100, K=3 Y=75, K=50 Y=35, K=16 Y=78, K=25RGB: 210,75,39 RGB: 117,60,40 RGB: 188,156,141 RGB: 93,41,56
C=17, M=100 C=100, M=0 C=67, M=0 C=10, M=0 Y=40, K=0 Y=5, K=20 Y=56, K=0 Y=99, K=0RGB: 205,50,102 RGB: 0,173,229 RGB: 73,188,148 RGB: 150,0,1
C= 22, M=100 C=72, M=4 C=0, M=0 C=57, M=61Y=100, K=11 Y=82, K=72 Y=12, K=0 Y=79, K=2RGB: 178,33,38 RGB: 0,75,35 RGB: 255,253,229 RGB: 100,107,81
C=0, M=0 C=87, M=81 C=45, M=35 C=0, M=0Y=o, K=56 Y=0, K=0 Y=100, K=30 Y=0, K=100RGB:136,138,140 RGB: 66,77,161 RGB: 218,165,32 RGB: 35,31,32
Color Palette Options
Classy Meets, Fun Essie is the OneNenuphar of Venus Font
Size: 29
Weights: Italics
Classy Meets Fun, Essie's the One
Apple Chauncery
Size: 24
Weights: Regular
Classy Meets Fun, Essie's the OneZapfino
Size: 29
Weights: Regular
Classy Meets Fun, Essie's the One
Chalkduster
Size: 29
Weights: Regular
Type Face Options
Essi
e
Essie
Cosmetics
Logo Options- Black and White
Essie Cosmetics
Essie
Cosmetics
Logo Options- Color
Essie Cosmetics
Essi
e
C=17, M=100 C=100, M=0 C=67, M=0 C=25, M=100 Y=40, K=0 Y=5, K=20 Y=56, K=0 Y=100, K=26RGB: 205,50,102 RGB: 0,173,229 RGB: 73,188,148 RGB: 150,0,1
Pantone: 225 C Pantone: 311 C Pantone: 3385 C Pantone: 207 C
Style Guide
Classy Meets, Fun Essie is the OneNenuphar of Venus Font
Size: 29
Weights: Italics
#8e0000 #d40099 #00cfc4 #37d494
Final Color Palette
Final Font
Final Logo
Essie
Cosmetics
Media Market- Gift Card
Media Market- Mirror
Media Market- Print Ad
Media Market- Print Ad
Closing
Essie brand continues to grow strong. We chose this specific logo for Essie’s new branding because we believe it keeps Essie’s eye catching appeal while adding a classy new look. When people see Essie’s new logo we want them to think of nails right away. We chose the simple but elegant colors of red and black for the new logo to shine off the new seasonal collection of Essie as well as create a logo that can be contin-ued through the years and define Essie cos-metics. The font chosen provides the final piece to Essie’s new classy logo. We know this new branding of Essie will strengthen and provide even greater stability to this company as well as its head owner L’Oreal.