jesse taryn clark N0380356 FASH30002
ANYTHING BUT SHAVEN
01 03 05
07 09 11
13 17 19
21 23 25
ABOUT THE PROJECT
MALE PERSPECTIVE
THE GROW SELECTOR
CAMPAIGN SHOOT INSPIRATION
INSIGHTS & IDEAS PROGRESSION
MAPPING THE BRANDS
THE BIG IDEA
MODEL CONSUMERS
BEARDS ARE DEAD
A RANGE FOR ALL
NAMING THE RANGE
BOYS ON FILM
PROJECT
N
27 31 32
33 35 37
39 41 43
45 47
POSTER PIN-UPS
JACK IN THE BOX
FUZZ MY FACE
FUZZ CONCLUDED
PACK IN PRISMS
JAMIE IN A BOTTLE
LAUNCH IN STORE
APPENDIX
MIND BLANC
A PRICKLEY PRESCRIPTION
SHARE THE STUBBLE
CHAPTER #1
RESEARCH RECAP
ABOUT THE PROJECT
This implementation project aims to utilise the research carried out in semester 1 alongside new research to generate an innovative range of products for Kiehl’s. The product range will be accompanied by packaging designs, in-store elements and a social strategy. Our team concept has been adapted since the previous research project due to new insights, which will all be explained in the following pages.
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2
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DEVELOPMENT STAGE#1 TO STAGE#2
INSIGHT#1
IDEA#1
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3
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66% of the male grooming market is dedicated to facial hair related products i.e. preshave, shave and post-shave. (Euromonitor, 2014)
A range of specialist prod designed to cater specificall the needs of men with bea
ducts ly to ards.
INSIGHT#2
“The bigger the trend gets, the weaker the preference for beards and the tide will go out again,” he said. “We may well be at peak beard.” (Millman, O. 2014)
THE CURRENT STAGE
IDEA#2
Target ‘anything above clean-shaven’, an area where all men will be at some or various points of their lives.
BEARDS ARE DEAD 2012 2013 2014
Lucio Castro NYFW ASOS models John Lewis campaign model
Paraskevas Boubourakas
“You know when you see it on ASOS that the trend has truly reached cultural saturation” (Reed, M. 2014)
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6
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In the previous research stage of this project our team had based our ideas and potential outcomes around products designed for beard maintenance. However, on revisting the project we have changed angle to target something that isn’t just a fad, trend or particularly niche.
100
MALE PERSPECTIVE
Have you ever had stubble?
Do you think there are enough products available for men with stubble?
Having realised beard-specific products are potentially a short trend and have little longevity we asked 50 men ranging in age between 18 and 60 the questions above. These questions - though simple - establish opportunity.
YES
NO
18 -
NIVEA MEN GILETTE AESOP
CINIQUE
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9
SHAVING PRODUCTS
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BULLDOG
MAPPING THE BRANDS
KIEHL
BLUEBIRDS REVENGE SHAVING CR
SERIOUS
PROSPECTOR CO. BROOKLYN GROOMERY
BEARD PRODUCTS
AREA OF OPPORTUNITY
MURDOCK THE BEARD PACK JACK BLACK
L’S FACIAL FUEL
REAM
WITTY
LEVEL ZERO - CLEAN SHAVEN
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11
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SKIN BARRIER NEGATIVE LEVEL I.E. MAINTAINING CLEAN-SHAVEN EXISTING PRODUCTS: RAZORS SHAVING FOAM SHAVING GEL AFTERSHAVE BALM POST-SHAVE REPAIR
RANGE FOR ALL
OUR NEW RANGE - FOR ANY STUBBLE LEVEL ABOVE CLEAN SHAVEN
1 -
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13
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Having identified the 5 key issues experienced by men when going through the stages of stubble growth in Semester 1, we decided to generate a range of products that target these problems. The consumer can identify the right product for them by the ‘symptom’ or issue they are having. This system will be more effective than choosing a product based purely on stubble length as the growth process will differ for every man. The ‘Grow Selector’ is shown right and will be put in the store windows to attract attention.
THE GROW SELECTOR
E W R
CHAPTER #2 PROJECT OUTCOMES
A “ B S THE BIG IDEA
ANYTHING BUT SHAVEN “
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18
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Having identified a gap in the market for a product range that caters for all levels of stubble - not simply shaven or full beard - we decided to focus our big idea around the tag-line ‘anything but shaven’. Our aim is to present Kiehl’s as the only brand who provides products for every man at any stage of his facial hair, adding to their current range of shaving products. The new range will consist of 5 products that alleviate the problems that come with minimum to maximum stubble.
STUBBLE HAIRY BEARD UNSHAVEN SHAGGY WHISKERS BRISTLED FLUFFY FURRY DOWNY UNSHORN BEARDYMAN FUZZ
NAMING THE RANGE
20 1 -
CAMPAIGN SHOOT INSPIRATION
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22
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The man has been caught bare-faced and wants to cover it up by grabbing anything around him as he’d rather be seen as ANYTHING other than clean-shaven. His face will be obscured by various household objects. Clean, simple black and white photography against a white background with some yellow picked up in post-production.
MODEL CONSUMERS DIPESH PARMAR 20 STUDENT
JAMES LAMBERT 24 PERSONAL TRAINER
THE UN-SHAVEN UNDERGRAD
THE STUBBLED SPORTSMAN
GIANNI WAYA 28 CLUB PROMOTER
CHARLIE KIMBELL 34 AIRLINE PILOT
MARK DAVID 53 OPERATIONS FOREMAN
THE 5 AM SHADOW
THE ANTI-RAZOR AVIATOR
THE WHISKERED WORKMAN
In order to ensure our campaign images and general brand aesthetic reflect our aim of appealing to every man, we selected a range of models who are also potential consumers. They vary in age, occupation and past-times but all share a frequent possession of stubble.
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25
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BOYS ON FILM
1
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27
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POSTER PIN-UPS anything but shaven
2
3
anything but shaven
anything but shaven
4
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The images from the photoshoot have formed the basis of our campaign and will be included on posters, packaging, in-store displays and social media strategies. Each product in the range is represented by one of the images. The larger the size of the cover-up over the model’s face, the higher up the range they are.
anything but shaven
5
anything but shaven
BIGGER COVER MORE STUBBLE
PACKAGING TRENDS 2014
PACK IN PRISMS
“
“Grooming products and toiletries are seeing a step away from the just the typical cylindrical bottle or toothpaste tube - rectangular packaging or a box provides a much cleaner and current look.” (Gilbert, B. 2014.)
MIND BLANC
32 1 -
“
The cleanest base, a canvas of pure white layered with a limited palette of colors to make them pop. 2014 is the year that packaging goes white, clean, minimal, yet still bold and colorful.� (Trendset, 2014)
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33
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PRODUCT:
TRANSFOAMER
BENEFITS: Tames unruley facial hair, transforming you into the bearded wonder that you really are.
APPLICATION: Apply in the shower, leave for 2 minutes and allow to foam. Rinse off and follow up with Not Rough but Ready repairing moisturiser. 1-2 uses daily
SKIN TYPE: SUITABLE FOR ALL SKIN TYPES
RANGE #
4
JACK IN THE BOX
K N E X
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34 As displayed, each product will be presented in a box complete with cut-out that displays the models face overlayed with the cover-up whilst in the packaging. This adds depth and a playful tone.
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NOT ROUGH BUT READY -
IN A SQUEEZABLE TUBE FOR EASY ACCESS TO MOISTURISER
DIRTY SCRUBBER -
CONTAINED IN A SCOOPABLE POT
JAMIE IN A
TRANSFOAMER -
BOTTLE WITH PUMP FOR EASE OF USE DURING A SHOWER
LIGHTER THAN HAIR -
SERUM SUPPLIED IN A SMALLER CONTAINER AS IT IS MORE CONCENTRATED AND RELEASED IN THE CORRECT MEASUREMENT
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PARTNER PLEASER -
A SECOND SQUEEZY TUBE FOR FUSS-FREE ACCESS
A PRICKLEY PRESCRIPTION
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38 In order to reference Kiehl’s apothecary history in a new and more relevant way our boxes will come complete with a label - all five shown left - that mimics an individual prescription for each product.
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SHARE START
FUZZ MY FACE
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40 An interactive, social element of the campaign is provided by an app. The app continues the theme , message and aesthetic of the campaign as a whole. It allows the consumer to place the cover-ups from the campaign photos on their faces and share the results on their social media accounts.
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LAUNCH IN STORE
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21-30
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31-40 41-50 Age proportions of the total 27 people spotted using the free photobooth in Shoreditch House, London over the course of 1 hour surveillance.
Having witnessed a wide variety of age groups voluntarily entering the photobooth at Shoreditch house - for full results see below - we decided to introduce a booth in store for the launch of the new range. This accompanies the app and works in the same way, giving users options to put objects over their faces on screen and share them on their social media accounts.
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In order to generate a fully integrated campaign, social media is unavoidable. Through the simple tactic of creating the hashtag #anythingbutshaven across various social media platforms we can raise awareness of the new range. Engaging consumers directly by offering them the chance to appear in a store window could also increase the likelihood of them coming in to the store.
SHARE THE STUBBLE
Kiehl’s
What would you use to cover your clean-shaven state? Send us your photos using #anythingbutshaven for a chance to appear in our store windows! #fuzz
Kiehl’s
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45
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FUZZ
CONCLUDED
Having established a gap in the market for a brand or range that caters to the needs of men with stubble, we have successfully generated a range that does exactly that. Combined with Kiehl’s existing shaving range, Fuzz enables them to be the only brand with products for every stage in the male grooming process. Beards may be dead, but stubble is for life.
CHAPTER #3 APPENDIX
REFS
BIBLIO
EUROMONITOR. (2014). Sophistication and Evolution in Mens Grooming Products. Available: http://www.brandstorm.loreal.com/resources. Last accessed 25th Jan 2014.
BELL., A., 2014. Hammer and Nails: LA’s First Male Nail Spa [online] WGSN. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Beauty/Retail/2014/January/Hammer_ and_Nails_debuts_as_Los_Angeles_first_male_nail_spa.html [Accessed 06 February].
GILBERT, B. (2014) Personal Interview. Conducted April 26th 2014.
BILMES, A., 2014. What Everyman Should Known About Fashion in 2014 [online]. The Guardian. Available at: http://www.theguardian.com/fashion/2014/apr/11/what-every-manshould-know-about-fashion-2014 [Accessed 11 April].
MILMAN, O., Fashion Conscious Men Warned We May Have Reached ‘Peak Beard’ [online]. The Guardian. Available at: http://www.theguardian.com/ fashion/2014/apr/16/fashion-conscious-men-warned-we-may-have-reachedpeak-beard [Accessed 16 April]. TRENDSET (2014). Trendset: 7 Emerging Package Design Trends of 2014. Available: http://www.thedieline.com/blog/2014/1/23/trendset-7-emergingpackage-design-trends-of-2014. Last accessed 2nd May 2014.
BROOKS, R. (2014). Fear not the hipster beard – for it too shall pass.Available: http://www. theguardian.com/commentisfree/2014/apr/16/hipster-beard-guys-growing-a-beard. Last accessed 15th April 2014. CHEUNG, V (2007). Print Work, Capture The Best Publication and Promotion. Hong Kong: Vision:ary. COLEMAN, C. (2014). Digital Collage: A/W 14/15 men’s print & graphics. Available: http:// www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Design_Direction/Print_and_Graphics/ AW_14_15/Mens/digital_collage_mens.html. Last accessed 12th April 2014. EUROMONITOR. (2014). Sophistication and Evolution in Mens Grooming Products. Available: http://www.brandstorm.loreal.com/resources. Last accessed 25th Jan 2014. GILBERT, B. (2014) Personal Interview. Conducted April 26th 2014. HUGHES, A., 2014. Niche Fragrance Store: New York Retail Trend [online]. WGSN. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Retail_and_VM/ New_Stores_and_Formats/Boutiques/2014/March/NYC_fragrance_retail.html [Accessed 24 March]. JOBLING, A., 2014. Chinese Consumers: Three Strategies For Success [online] WGSN. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Business_Strategy/ Business_Insight/2014/April/chinese-consumers--three-strategies-for-success.html [Accessed 16 April].
KYNASTON, L., 2014. Stop Bashing Beards, They Are Here To Stay [online]. The Telegraph. Available at: http://www.telegraph.co.uk/men/fashion-and-style/10594888/Stop-bashing-beards-theyre-here-tostay.html [Accessed 13 February]. LIBBY, C. (2013). Men’s Toiletries - UK - October 2013. Available: http://academic.mintel.com/ display/638277/#. Last accessed 12th April 2014. KIRKHOPE, E. (2014). Minimal graphics. Available: http://www.wgsn.com.ezproxy.ntu.ac.uk/ content/report/Design_Direction/Kidswear/Autumn_Winter_2015_16/Print_collections/minimal_ graphics.html. Last accessed 13th April 2014.
SAUNTER, L., 2014. Paris Retail Update: New Stores [online] WGSN. Available at: http:// www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Retail_and_VM/New_Stores_and_Formats/ Other/2014/February/paris-retail-update-new-stores.html [Accessed 20 February]. SEUNG- BAECK, H (2008). 21C Hit Design Brand and Logo. Korea: DNBooks Publishing Company. STEWART, D., 2014. If We Have Reached ‘Peak Beard’ It’ Bad News For Men Everywhere’ [online]. Time. http://time.com/65375/peak-beard-men-shaving-hair/ [Accessed 16 April]. SURYA, S (2008). Simply Packaging. Hong Kong: Vision:ary.
KIRKOVA, D. (2014). Meet the John Lewis Caveman. Available: http://www.dailymail.co.uk/femail/ article-2548238/Meet-John-Lewis-caveman-Beards-stay-beloved-John-Lewis-tramp-replaced-hairymodel-stores-spring-campaign.html. Last accessed 12th April 2014. MARRIOTT, H. (2014). Beard trend goes a whisker too far as men told ‘it’s time to shave’. Available: http://www.theguardian.com/fashion/2014/apr/16/beard-trend-peak-scientists-paxman. Last accessed 14th April 2014. MILLER, A. and BROWN, J. (2004). Logos: Making a Strong Mark. Massachusetts: Rockport Publishers. MILMAN, O., Fashion Conscious Men Warned We May Have Reached ‘Peak Beard’ [online]. The Guardian. Available at: http://www.theguardian.com/fashion/2014/apr/16/fashion-conscious-menwarned-we-may-have-reached-peak-beard [Accessed 16 April]. MORGAN, J., 2014. Beard Trend is ‘Guided by Evolution’ [online]. BBC News. Available at http:// www.bbc.co.uk/news/science-environment-27023992 [Accessed 16 April]. OLIVER, D., 2013. What A Man’s Facial Hair Says About Him [online] Huffington Post. Available at: http://www.huffingtonpost.com/2013/11/07/mans-facial-hair_n_4227661.html [Accessed 15 March]. RIVERS, C (2009). Innovation in Logo Design. Switzerland: Rotovision.
SYKES, T., 2013. Beard Backlash: The Clippers Are Out [online]. The Telegraph. Available at: http://www.telegraph.co.uk/men/fashion-and-style/10388072/Beard-backlash-the-clippers-areout.html [Accessed 12 February]. TRENDSET (2014). Trendset: 7 Emerging Package Design Trends of 2014. Available: http:// www.thedieline.com/blog/2014/1/23/trendset-7-emerging-package-design-trends-of-2014. Last accessed 2nd May 2014. TSJENG, Z., 2014. Reach for the Razor, We’ve Hit ‘Peak Beard’ [online] Dazed Digital. Available at: http://www.dazeddigital.com/fashion/article/19611/1/reach-for-the-razor-weve-hit-peak-beard [Accessed 17 April]. UNKNOWN. (2007). Letterhead and Logo Design. Massachusetts: Rockport Publishers. VILLAGOMEZ, A. (2013). Boys With Beards: New York Fashion Week Edition. Available: http:// www.newnownext.com/models-beards-hairy-finds-new-york-fashion-week-ss14/09/2013/. Last accessed 12th April 2014. YEE, T., 2014. 2014 Cosmoprof Report [online] WGSN. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Trade_Shows/Full_Report/2014/April/ Index/2014_Cosomoprof_reports.html [Accessed 11 April].
PHOTO CONSENT FORMS
TUTORIAL RECORD SHEETS
School of Art & Design
fcp3
ba
Kiehl’s Live Implementation Project
Tutorial Record Sheet 2013/14 School of Art & Design Module: Live Project Stage 2 Ref. no: FASH30002 Date: 21/02/14 Name : Jesse Clark
fcp3
ba
Kiehl’s Live Implementation Project
Tutorial Record Sheet 2013/14 Module: Live Project Stage 2 Ref. no: FASH30002 Date: 07/03/14 Name : Jesse Clark
Tutorial / Seminar Record Sheet
Tutorial / Seminar Record Sheet
Work to bring / prepare for session:
Work to bring / prepare for session:
First session on new project – just be prepared to talk through ideas and any questions for Tutor (Tim)
- Bring a to-do list of work to be done complete with current barriers that are stopping you from completing these things
Learning issues to discuss in session:
Learning issues to discuss in session:
- Details of the Brandstorm competition – how it works etc - Establish what stage we’re at as a group to carry on in to this next module
- Discuss our project as a whole and the direction it’s heading in order to establish any possible changes before embarking on final implementation strategy
Feedback from session: - A history of successful teams from NTU provides a good library of previous work to look up and learn from - Learnt about the general process of the Brandstorm competition - Need to start thinking about whether we want to collaborate with people such as graphic designers, app designers etc to enhance our work - Need to think about how to portray digital work such as apps with printed sequences
Tasks for next session:
Feedback from session: - Idea has been modified slightly : rather than a step by step product range that has to be followed it will simply be a range for different stages of ‘anything other than clean shaven’ (i.e. different levels of stubble) that people can choose as/when they’re at these stages - Product range an extension of the White Eagle shaving range as the next step on from shaving – rather than the Facial Fuel range as previously thought
Tasks for next session:
- Plot a timeline of deadlines and goals etc – when they need to be completed by - Make a list of decisions that are yet to have been made and what barriers are standing in the way of those decisions - Look up previous Brandstorm finalists from the uni to see examples of presentation standard to be achieved
- Prepare interim presentation for feedback/suggestions - Use it to test out ideas
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)
Signed (Tutor) Signed (student)
Signed (student)
fcp3
School of Art & Design ba
Live Team Project
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 24th March 2014 Name : Jess, Jesse and Romy
Tutorial / Seminar Record Sheet Work to bring / prepare for session:
fcp3
School of Art & Design ba
Live Team Project
Tutorial Record Sheet 2013/14 Module: Negotiated Project Stage 2 Ref. no: FASH30002 Date: 2nd May 2014 Name : Jess, Jesse and Romy
Tutorial / Seminar Record Sheet Work to bring / prepare for session: Bring work to date and any queries regarding final hand in and implementation
Had to prepare interim presentation for peer and tutor critique Needed to prepare a list of questions regarding every problem we have come across so far as to maximize the benefits from feedback Learning issues to discuss in session:
Learning issues to discuss in session:
Needed to discuss outcomes and how much of a focus is on them
How much for the final portfolio needs to be outcome based
We know the idea is strong but need advice on how to create a successful communication strategy
The logo and the current development of it to date and any advice on how to improve it
Feedback from session:
Feedback from session:
Idea is a strong first class idea, but needs work on the execution
Idea is really strong and to really play on the idea of anything but shaven, and the theme of the campaign shoot to influence the packaging design
At this stage we need to not focus so much on who we are getting to help with outcomes, but perfecting the idea
Don’t ruin the whole idea with simplistic packaging and a minimal logo which will make it look like any other brands range
Need to rethink colour palette, should be pushing Kiehl’s to change aesthetic Tasks for next session: Carry on with project and just bring all work to date to the next tutorial
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
Tasks for next session: Hand in final digital portfolio and outcomes by the 19th May
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
ANYTHING
BUT SHAVEN