POND’SE S T . 1 8 4 0

LOGISTICS

ALICE WOOKEYPONDS LOGISTICS document

Contents1. Background

2. Vision

3. Location

4. The Counter

5. Re-branding/ Visual Merchandising

6. Social Media/ Online Communications Strategy

7. Additional Elements

8. PR and Marketing Plan

9. Launch

10. Extras

11. Budget

12. Strategic implementation

1. Background

Ponds are a Skincare company founded in 1846 and are best known for their famous Cold Cream Cleanser and Vanishing Cream. In the early to mid twentieth century, Ponds were extremely successful, gaining accolades from famous actresses, nobility and even royalty in the form of Princess Elizabeth of Greece, who all proclaimed their love for the brand and its products. Since then Ponds have struggled to stay on top of the market, and have faced increasing competition from other classic and new innovative skincare brands

The aim of this Counter Launch is to bring this established and traditional brand up to date and bring it into the 21st century. Using its extremely rich heritage and excellent, if a little dated, reputation Ponds can once again become the number one cream women look to for beautiful skin.

2. Vision

The opening of the temporary Ponds Beauty Counter in John Lewis Oxford Street will mark a new era for the Ponds Brand and for every-day beauty. The concept of being able to shop at a Beauty Counter in a high-end Beauty hall without the expensive price tag will give women, and especially young women, the opportunity to experience the service and consideration they wouldn’t usually receive when buying off-the-shelf items. This will result in a positive connection and hopefully a long-standing relationship between the customer and the brand.

With the current revival of all things vintage and the recent success of programmes such as Downton Abbey, Call the Midwife and Upstairs Downstairs, we are a nation obsessed with British history and the early 20th Century. Reaching both the younger and the more mature generation, the interest in the World Wars and the hardship and adversity

Taking this into consideration, the counter will take on a World War ll theme to echo Ponds rich history and emulate a time when the brand was at its most popular. When you enter you will be transported back with the use of 1940’s wartime music, Ponds Pin-up girls and tea served in china cups and saucers. This will appeal to both younger women to whom vintage is extremely fashionable right now and also to the brands current loyal following. The counter will be a place for women to treat and indulge themselves for a fraction of the price of the high-end counters surrounding them, whilst still gaining a feeling of luxury and importance. Promotions include; Women receiving ‘Ration Books’ that will contain vouchers for discounts & said makeovers. These vouchers will allow women to bring along their own cosmetics bags and the Pond’s girls will give them a personalised make-over by showing them how to create a perfect base using Ponds products and also giving them a free make-up lesson showing them how to get the best out of the make-up they already own. Receiving this service when under no obligation to spend high amounts of money on expensive cosmetics and skincare will make women feel more comfortable and relaxed in the situation, relieving the pressure to spend more than they can afford.

The bespoke counter will consist of and combine antique haberdashery furniture and vintage fixtures and fittings, including lights, seating, mirrors and wallpaper.

This document will identify the logistics involved with the re-branding and launch of the new and enhanced Ponds.

Oxford Street

3. Location

The Ponds Beauty Counter will be placed in the John Lew-is Flagship store on Oxford Street for 8 weeks, London. The department store John Lewis was chosen as they hold similar values to the Pond’s Brand; ‘Never Knowingly Undersold: on quality, on price and on service’ Both Pond’s and John Lewis customers can relate to this. They are a classic yet modern company with old-fashioned values and standards; a company which Pond’s, with its rich heritage and traditional yet contemporary message, can relate to.

The counter will be placed in the front left corner of the hall, as you walk in from Oxford Street, surrounded by high-end brands such as Bobbi Brown, Mac and Clinique.

To have space in the cosmetic hall in John Lewis Flagship Store, Ponds will pay per week for the space

Cost for Space – 8 weeks at £ 2,500 per week - £ 20,000

4. The Counter

A distinct look and feel of the counter is essential to introduce customers to the new Pond’s brand in a positive light. The counter will inhabit the atmosphere of a bygone era, a step back into early 1940’s Britain during the Second World War. Wartime music will play inthe background and girls with pin curls in floraldresses, scarlet lipstick and seamed stockings will serve customers.

The counter will have the feel of a old-fashioned chemist store/apothecary and will be made up of antique wooden haberdashery furniture and vintage shop fittings, lights, mirrors and seating. Fresh cut flowers and products will be displayed in antique glass cabinets.

Cost for Custom built counter, incorporating antique furniture, supplied by Tipper Joinery - £ 24,000

Lead Time from initial design - 4 months

Surroundings

Surrounding the counter will be specially commissioned ‘She’ Wallpaper from Beware the Moon. This beautiful handmade wallpaper will lend a feminine and pretty feel to the stand, balancing out the masculine wooden counters and apothecary style setting.

Wallpaper is £120 per roll. At 10.05m per roll, 10 rolls will be ordered to ensure full coverage of the whole area.

Cost for Wallpaper - £ 1,200

lead time 6 weeks

Fixtures and Fittings

As the Pond’s Counter will be a custom built design, incorporating the antique style furniture and fittings; lighting, seating and mirrors will also be rustic andindustrial, and haberdashery and apothecary fixtures and fiting will be sourced from Elemental, Andy Thornton and Lovely & Company. All Respected antiquefurniture dealers, who supply furniture to shops including Aubin & Wills, Anthropology and many hotels and bars.

- Cost for three antique factory lamps supplied by Elemental Antiques – for £ 750

lead time 2 weeks

- Cost for two large mirrors supplied by Andy Thornton Antiques - £ 1,000

lead time 3 weeks

- Cost for four tall vintage stools supplied by Lovely & Company - £ 196

lead time 2 weeks

5. Re-Branding/Visual Merchandising

Ponds is an old fashioned brand that need re-hauling into the 21st century whilst still retaining it rich heritage and using it to the brands advantage. To keep their sense of tradition but incorporate a new twist, Chunky Orange Graphic Design will be used to create -

- A new logo - £ 3,000 + vat- A website and blog - £ 9,500 + vat - Promotional leaflets, posters and print advertising - £ 4,500 + vat- New packaging design (Product packaging and bags) - £ 6,000 + vat- Voucher booklets - £ 1,500 + vat- A Smartphone APP - £ 4,500 +vat

Chunky Orange, chosen for their fresh approach to branding, are a young duo of Graphic Designers based in London and will bring a original and inventive element to the re-branding of the dated company.

Total Cost - £ 28,500

Lead-time 4 months

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6. Social Media/ Online Communications Strategy

New Twitter and Facebook pages will be set up 6 weeks before the launch to ensure that news of the new Pond’s Counters is spread.

SEO - £ 500 for 2 months

Website

The new website will be launched and go live 4 weeks before the opening of the counter. The website will be new, improved and completely different to the old, tired and out of date one. The website will contain; interactive features, a online shop section, a Pin-up Ponds Girls section (History of the brand, about and future section), Contact information, Beauty Counter Launch information, Product section, News & Press, FAQs etc.

The website will echo the counter itself with an old fashioned classic feel but done in a modern capacity and with contemporary features. Old black and white images will take centre stage on the home page and an atmosphere of history and heritage, but with a modern playful twist will be felt throughout.

A section of the website will be dedicated to ‘Past Pond’s Stories’. Customers can upload old photographs and images grandmothers, mothers, friends or themselves and share old stories and memories, what the Pond’s brand means to them and personally contribute to the website.

Blog

A blog will be created and launched 4 weeks before the opening of the counter. The blog will keep viewers updated with what’s happening regarding the launch, new product launches, beauty tips and any other developments within the brand.

Twitter

The twitter page will take on a narrative form of a young woman during World War II. Recounting stories of how beauty, make-up and fashion were affected during the war and how women worked around it. A narrative through twitter will reach and connect personally with the younger audience and give a background and story of the Pond’s Woman.

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7. Additional Elements

Product Packaging

New limited edition packaging will be designed and produced for the re-launch. The new product boxes will be made from brown card and be simple but of the very best quality, echoing the products inside.

Cost for 5,000 boxes supplied by Modern Arts Packaging - @41p each - £ 2,07 7

Lead time - 6-8 weeks

Shopping Bags

Sturdy, quality shopping bags will be supplied by PK Bag to accompany the new product packaging design. The bags will measure 230mm x 120mm x 200mm and be made from recycled 150gsm natural brown Kraft paper with a matt finish. The bags will incorporate the new Ponds logo and be embossed with stamps, giving them an over-all industrial feel, hinting to the War Time theme.

Cost for 5,000 Shopping bags by PK Bag - @ 23p each - £ 1150

lead time - 6-8 weeks

Invitations

Days before the opening of the counter the Ponds Girls, dressed in 1940’s fashions, will take to the streets to hand out invitations inviting women on the street to join them at the opening of the counter. These will be handed out alongside ‘Ration Books’ and free samples, to encourage women to visit the counter. These will also be placed in magazines for readers to receive.

Invitations will also be sent out to relevant journalists, beauty bloggers and media before the opening, inviting them to the launch night of the new re-branded Ponds.

Cost for 5,000 public invitations double sided on card, from Leaflet Frog - £ 246 lead time - 3 weeks

Cost for 100 media invitations double sided on embossed card, from Downey & Co - £ 85

Lead time - 3 weeks

‘Ration Books’

Voucher booklets in the form of ‘Ration Books’ will be used to continue the World War ll theme. The booklets will contain money off vouchers and tickets for free Makeovers; these will involve the customer bringing in their own cosmetics case and being shown by experts how to create the perfect base for make-up using Ponds products and given a lesson on how to get the best out of the make-up they already own. These books will also be used for data collection, when each customer redeems a voucher they will be asked for their name, date of birth, postal address and email address, creating a customer database for future reference.

Cost for 5,000 Voucher ‘Ration’ Book printing by Leaflet Frog - £ 290

lead times - 5 weeks

App

Before and during the launch of the new Ponds, a collaboration between Ponds and Yearbook Yourself in the form of a free Smartphone APP will be produced. The APP will follow the basic form of the Yearbook Yourself website but incorporate Ponds; instead of picking an era in which to position your face you can pick one of the Pond’s Girls, with different hairstyles and make-up. There will also be a feature to find out “Which Pond’s Girl are you?”.

Cost - £ 4,500

Lead time - 4 months

Illustrations

Instead of using editorial photographs in the advertising, product packaging and promotion of the brand, an illustrator will be commissioned to create ‘The Pond’s Girls’; Three 1940’s Pin-Up girls to represent and be the face of the newly refreshed brand.These girls will each be given a name such as ‘Paloma Ponds’ and become a character that represents Pond’s.

Cost for Illustrator for 3 Pin up girl Illustrations - £ 450

lead time - 6-8 weeks

Staff 5 Beauty Consultants will be hired to work on the counter for the launch period of 2 months. These girls will be trained to show women how to use and sell the creams and to also give makeovers to customers redeeming their ‘Ration book’ vouchers.

The girls will be hired from Four Seasons recruitment agency and be paid £ 7.50 an hour + commission for sales.

Cost for 5 Girls @ £ 7.50 an hour for 2 months - £ 13,500 + commission

Uniform

The Ponds Beauty Consultants will be dressed in bespoke made-to-measure Pin-up girl outfits that will be supplied by Jane Law. Having recently provided costumes for films such as W.E, The Iron Lady and Sherlock Holmes, they are established dressmakers and will produce well made, quality garments.

Each outfit (including shoes and accessories) - £ 600

Cost for 5 outfits - £ 3,000

EPOS System

An EPOS till system will be installed at the counter to deal with payments, keep track of stock and create a customer database. This will be supplied by Cyber Till.

Cost - £ 1,500/ Lead time – 4 weeks

8. PR and Marketing Plan

Advertising will be primarily done through print advertising, billboards and social media. Print Ads will be placed in magazines including John Lewis’s own in-house magazine; Edition, Red magazine and Woman & Home to capture the more mature audience and also in Elle, InStyle, Look, Sunday Times Style magazine and Marie Claire to gain interest from a younger customer.

Prices for Full-Page adverts;

Woman & Home - £ 12,500Look Magazine - £ 14,000Red Magazine - £ 14,437Elle Magazine - £ 15,000InStyle Magazine - £ 16,656Marie Claire - £ 17,807 Sunday Time Style Magazine - £ 19,950

Double-page spread advertorials will also be placed in Red Magazine for £ 30,932.

The average circulation per magazine is 197,136 each month, with a total reach of 749,000. This means that over 5 million people will potentially see the advert and it will ensure that as many women as possible arereached.

Another form of advertising will be through viral adverts to captivate the younger generation and boost brand awareness.

PR Services

Beauty Seen PR, part of the Exposure Europe group, has been chosen to represent the new Ponds. They are a young dynamic company who specialise in working with clients from within the beauty industry. Current clients include Nars Cosmetics, Revlon, Shiseido and Eve Lom.Having worked with classic beauty brands such as Decleor and also young, fresh, recently launched brands like Make-Up by Topshop, they have the relevant expertise to provide Pond’s with the traditional yet modern approach the brand needs.

PR services cost - £ 500 per day

Press Release

A press release will be sent to relevant media, journalists and bloggers 6-8 weeks before the opening of the Pond’s Counter. These will be sent electronically via email yet also sent out via Royal Mail and delivered by hand to add a traditional personal touch and to ensure that the document receives more attention. Accompanying the Press Release, 100 journalists and bloggers will also receive an invitation inviting them to join Ponds the evening prior to the opening of the counter to receive free creams, makeovers and become more familiar with thebrand.

9. Launch

The evening before the opening of the counter, journalists, beauty bloggers and other relevant media will be invited to join the Pond’s girls at the counter after John Lewis has closed for the day. The evening will take on a VE Day theme with bunting decorations and re-printed copies of the days (8th May 1945) newspapers. They will be treated to free makeovers and gift baskets including free limited edition pots of Pond’s Creams, Ration Books, VE Day newspapers and other promotional information.

English Tea and Cakes will be supplied by Patisserie Valerie and served during the evening.

Catering cost – 6 cakes @ £ 67.50 each - £ 405

Mismatched Crockery Hire from Pretty Vintage –

- 100 x Cups and Saucers @ £ 1.20 each - £ 120- 100 x small Cake Plates @40p each - £ 40- 10 x 3-tier Cake Stands @ £ 4 each - £ 40- 10 x Teapots @ £ 4 each - £ 40

30 metres of decorative bunting at 75p per metre - £ 22.50

100 x Re-printed issues of The Daily Sketch from 8th May 1945, VE Day. Specially printed to include old and vintage style Ponds adverts and information and articles on the opening of the Counter @ £ 2.99 each - £ 299.00

Supplied by British Newspaper Archive

Lead time - 4 weeks

10. Extras

Target Audience

Pond’s current target audience is women over the age of 50. These women are familiar with the classic brand, having grown up when the brand was still incredibly popular; therefore these women primarily associate Ponds with their mothers and grandmothers and research shows that many younger women are completely unaware of the brand

The new Ponds will attract a broader audience whilst also keeping its current loyal following. This will be achieved through giving the brand an up-dated modern feel whilst keeping all the heritage that make Ponds what it is. Using the current trend of everything Vintage and the recent success of television programs such as Downton Abbey, Upstairs Downstairs and Call the Midwife, the War Time theme that the Ponds Counter will adopt will attract all ages women.

Health & Safety

Health and Safety implications will be taken into consideration when construcing the counter and thehealth and safety regulations of John Lewis will be adhered to.

Future

Depending on the success of the counter during the 8 weeks it is situated in John Lewis Oxford Street, coun-ters may be placed in other larger John Lewis stores throughout the country. Primary places for this are; Bris-tol, Liverpool, Leeds, Newcastle, Edinburgh and Glasgow.

If the counter is extremely successful in the time it is in the store, Pond’s may consider having them as a permanent fixture. They could condense the staff down so only one or two are on the counter during the day-to-day running.

If the launch is successful but Pond’s decide not to make the counters permanent, a Pond’s product stand will be specifically designed to be located in the beauty halls, which will not require staff, surrounded by brands such as Burt’s Bees and Neal’s Yard Remedies (Other brands that have small stands that do not require staff). Tipper Joinery, who are also supplying the counter, will design a permanent stand, should this be the future plan.

Custom built product stand from Tipper Joinery - £ 3,000

11. BUDGET & Costs  

 

Item/Services   Company   Cost  &  Amount   Total  Cost  Counter  Fitting        Location  –  Beauty  Hall  Space  

In  John  Lewis   8  weeks  @  £2,500  per  week  

£20,000  

Custom  Built  Counter   Tipper  Joinery       £24,000  Wallpaper   Beware  the  Moon     £1,200  Lighting     Elemental   3  @  £250  each   £750  Mirrors   Andy  Thornton   2  @  £500  each   £1,000  Seating   Lovely  &  Company   4  @£48  each   £196  Re-­‐branding/Visual  Merchandising  

Chunky  Orange      

New  Logo  Design       £3,000  Design  Website  &  Blog       £9,500  Promo  leaflets,  Posters  &  Print  Advert  Design  

    £4,500  

Packaging  Design  (Boxes  &Bags)  

    £6,000  

Ration  Voucher  Books  Design  

    £1,500  

Smartphone  APP  Design       £4,500  Additional  Elements        

Product  Boxes  Manufacture  

Modern  Arts  Packaging   5,000  @  41p  each   £2,077  

Shopping  Bag  Manufacture   PK  Bag     5,000  @  23p  each   £1,150  Custom  Ribbon   Modern  Arts  Packaging   5,000  yards  @  9p  per  

yard  £450  

Public  Invite/Flyer  Printing   Leaflet  Frog   5,000   £246  Media  Invites  Printing   Downey  &  Co   200   £85  Voucher  ‘Ration’  Books  Printing  

Leaflet  Frog   5,000   £290  

Illustrator  for  Pin-­‐up  Illustrations  

Igor  Lukyanov  @  Illustration  Web    

3  @  £150  each   £450  

Staff        Temporary  Skincare  consultants/  Make-­‐up  Artists  

Four  Season  Recruitment  

5  @  £7.50  an  hour  for  2  months  

£13,500  

Outfits/Uniforms   Jane  Law   5  @  £600  each   £3,000  EPOS  System   Cyber  Till   1   £1,500  Print  Advertising    (With  Free  Samples  attached)  

 Women’s  Magazines   7  Magazines  for  1  month  -­‐    Various  Prices  

£260,260  

Advertorial   in  Red  Magazine   1  advertorial  for  1  month   £30,932  Billboard  Advertising   Outdoor  Advertising  

Ltd  4  X  48  sheet  Billboards  for  5  weeks  @  £450  each  per  week  

£9,000  

PR  Services   Beauty  Seen  PR   2  days  a  week  for  8  weeks  @  £500  per  day  

£8,000  

SEO   Beauty  Seen  PR   £500  per  month  for  2  months  

£1,000  

Launch        Crockery  hire   Pretty  Vintage   Various  items  &  Amounts   £240  Catering   Patisserie  Valerie     10  Cakes  @  £67.50  each   £675  Re-­‐Printed  Newspapers   British  Newspaper  

Archive  100  @  £2.99  each   £299  

    TOTAL     £412,322.50  

Time   Action  One  Year  Prior    

-­‐  Research  into  concept  and  carry  out  market  research  to  see  is  project  is  viable.  

11  Months  Prior    

-­‐  Approach  John  Lewis  with  concept  -­‐  Find  illustrator  and  order  Pin-­‐  up  illustrations    

10  Months  Prior   -­‐  Get  quotes  from  Joiners/Shop  Fitters  and  order  custom  built  counter  -­‐  Contact  Graphic  Design  Company;  get  quotes  and  order  design  package  including  Logo  design,  Website  design,  Packaging  design,  APP  etc…  

8  Months  Prior     -­‐  Enlist  Beauty  Seen  PR  Services    

6  Months  Prior     Upon  receiving  illustrations  and  packaging  designs  from  Chunky  Orange  Graphic  Design;  -­‐  Order  product  boxes  -­‐  Order  shopping  bags    -­‐  Order  custom  ribbon  

5  Months  Prior   -­‐  Order  media  and  public  flyers/invitations  -­‐  Order  voucher  ‘Ration’  books  

4  Months  Prior   -­‐  Recruit  Staff  from  Four  Seasons  Recruitment  -­‐  Order  made-­‐to-­‐measure  uniforms  for  staff  from  Jane  Law  

3  Months  Prior   -­‐  Place  print  advertising  and  advertorials  in  magazines  -­‐    Order  fixtures  and  fittings  

2  Months  Prior   -­‐  Order  EPOS  Till  System    -­‐  Send  out  press  release  and  invitations  for  Media  

6  Weeks  Prior   -­‐  New  website  goes  live  -­‐  Facebook  and  Twitter  account  set  up  and  started  

4  Weeks  Prior   -­‐  Launch  Blog  -­‐  Order  back  issue  re-­‐prints  of  1945  Newspapers  

3  Weeks  Prior   -­‐  Place  Billboard  adverts  around  London  2  Weeks  Prior   -­‐  Install  Counter  into  John  Lewis  

-­‐  Install  fixtures  and  Fitting  -­‐  Hang  wallpaper  -­‐  Hire  Catering  equipment,  Crockery  etc.  -­‐  Order  food  for  launch    

1  Week  Prior   -­‐  Staff  in  pin-­‐up  girl  uniforms  to  start  handing  out  flyers/invitations  to  public  in  street  -­‐  Stock  Counter    

1  Day  Prior     -­‐  Final  touches  -­‐  Prepare  for  Launch  night  -­‐  Press  Launch  Night  

  Launch  Day  

12. STRATEGIC IMPLEMENTATION

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