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Colourpop Rebranding Guide Winter 2016

Table of Contents Pg. 1-3 Client Profile Pg. 4 Creative Brief Pg. 5 SWOT Analysis Pg. 6 Expanded Target Market Pg. 7 Mood Board Pg. 8 Competitor Analysis Pg. 9 Style Guide Pg. 10 Logo Design Pg. 11 Print Ad Pg. 12-13 Merchandise

Client Profile

Company Name: Seed Beauty--Colourpop

About the Company: Seed Beauty, founder of Colourpop, focuses on “acceleration in the beauty indusry. Cosmetics is a fast-paced platform, with trends coming and going, and Seed Beauty prides themselves on keeping up. Colourpop, a brand of Seed Beauty, is a fun cosmetics company based in the City of Angels. Creulty free and affordable, the company has become a cool-girl staple of beauty influencers. Founders Laura and Joh n Nelson came onto the scene with their cosmetics company in 2014, and have sine teamed up with popular social medi rtists like Kathleen Lights, Karrueche Tran and most recently, the Hello Kitty brand to make gorgeous collabs that sell out minutes. Additionally, Colourpop delivers quality product while still being easy on the wallet. Their wide range of lip colors, lip and eye pencils, highlighters, eye shadows and blushes lets the consumer dip their toes into each beauty trend for the price of a cup of coffee.


Mission, Vision, Goals “We pride ourselves on being wallet friendly and bunny approved.”

“You can try out the latest trends without serious commitment because our luxury formulas are priced for eperimentation.” “Trends come and go, so it’s super important to us that you can keep up with this every-changing industry without breaking the bank.” “We’re dedicated to creating the best possible products in every sahde imaginable.”


Client Profile (cont.) Industry: Cosmetics

Target Audience: You remember that cool girl in school, who always had flawless lipstick and the season’s hottest colors decorating her eyelids? Our audience us made up of those people: 18-30 year olds who set trends everywhere they go, whether they’re going to class, working the office or strutting down the sidewalk. Strengths & Core Competencies: Even with their ever-growing audience, Colourpop continues to deliver quality product while remaining affordable, with prices ranging from $5-$8 for individual products, and $30 for value sets. Colourpop also stays on top of trends, dropping new colors and collaborations with popular makeup industry influencers every few months. Products and Services: Colourpop offers a wide range of lip products, eye shadow pigment, blushes, highlighters, and eyeliners. Tone: Fun, personalized, trendy. Niche: Statement-making affordable cosmetics.


Creative Brief

Background: Colourpop has yet to undergo a major rebranding since their conception in 2014.

Unique Selling Proposition (USP): Colourpop has become an internationally adored make-up brand since its launch in 2014. The company is widely known for luxury product that remains inexpensive and affordable across the board. Objective, Purpose, Goals: The objective of this project is to rebrand Colourpop, making the brand attractive to new customers. Target Audience: Customers loyal to the brand as well as new customers. Words for Appearance: Simple, light, neat. Tagline: “Beauty for cool kids.� Call to action:, @ColourPopCo


SWOT Analysis Strengths: Colourpop has built up an army of followers since its debut in 2014. Strengths include quality product, inexpensiveness and their cult following.

Weaknesses: No physical store locations. Only available online, so customers will have to pay for shipping. Customers looking to buy product also can’t sample or swatch any of the colors before buying them, just have to go off the swatch pictures located on the website. Opportunities: The target audience is constantly looking for new shades to try out, and obsessed with keeping up with current beauty trends. With beauty YouTube channels, blogs, instagrams, and other social media accounts popping up constanly, Colourpop gives every budget the oppoetunity to participate in trends. Threats: Various competitors readily available in stores, other brands more easily recognized and changes in economy.


Expanded Target Market Name: Ivory “Ivy� Jordan Age: 20 Location: Seattle, WA Income Level: $40-60,000 Social Class: Middle Occupation: Student, Part-time employee Education: Student Marital Status: Single Hobbies: Art, music, working out, obsessing over false eyelashes and hanging out with friends


Mood Boards


Competitor Analysis Main Competitors: Nyx, Kylie Cosmetics, and Morphe all have a strong presence on social media and are popular among the same fans. Curent Trends: Matte lips, eyeshadow palettes, contouring products. What others are doing: Selling make-up at a higher price, offering make-up palettes, keeping colors classic.


Style Guide

Color Palette:

C: 52.29% R: 129 M: 42.66% G:131 Y: 40.87% B: 135 K: 6.69%

C: 5.35% R: 243 M: 16.25% G: 208 Y: 72.85% B: 101 K: 0%

C: 0% R: 255 M: 0% G: 255 Y: 0% B: 255 K: 0%

Font Name: MF Yellow Butterflies Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Font Name: American Typewriter Condensed Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890


Logo Design




Do Not: Use unapproved colors, unapproved fonts, stretch fonts in any manner, scale or rotate.


Print Ad





Composed by Ariel Thomas

Colourpop Rebranding Guide  

Art 230 Final

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