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Seventeen Stories

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A VISUAL PORTFOLIO

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Contents 2

introduction Pages: 4-9

brand indentity Pages: 10-47

Meet the women Pages: 48-79

The campaign Pages: 80-97

Marketing Pages: 98-109

My Story App Pages: 110-119

The Future Pages: 120-127

Conclusion Pages: 128-131


Fig 1: Paris Fashion, 2012

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Introduction 4


WHO IS SEVENTEEN STORIES Introduction When asked to help re-brand and rejuvenate ‘Seventeen’ we turned to the female consumer to find out exactly what their preferences and views were regarding makeup. This research lead to a series of final outcomes and suggestions that we believe will catapult the brand and make the target market take notice of this well priced, good quality, long standing makeup brand, as well as moving ‘Seventeen’ into a more contemporary and futuristic brand on the 21st century. This is why focusing on the trend surrounding stories will help promote the new brand as it is said “If you are going to persuade consumers, especially New Consumers, to buy something, you must weave around the product or service a story that not only has emotional appeal but also communicates an authentic message” (Lewis and Bridger 2001: p. 39) helping make the transition of ‘Seventeen’ to ‘Seventeen Stories’ a journey that every consumer will be able to enjoy.

‘Products become much more meaningful and appealing to the consumer once they are invested in the story and heritage behind the brand’ (Berry, 2013) Fig 2: Seventeen Stories Kezia, 2014

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The Big idea

market position

The Big Idea To change the market position from 14-19 to 25-35 year olds through the new brand ‘Seventeen Stories’

Fig 3: Seventeen Stories Perceptual Map, 2014

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Fig 4: iPhone Fashion Week, 2013

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BRAND INDENTITY 10


WHO IS SEVENTEEN STORIES Who is seventeen stories?

Brand Mantra

‘Seventeen Stories’ will be a lifestyle brand, aiming to sell the consumer a way of life that promotes women to be proud and confident in who they are, this is why creating a strong brand mantra was key in order to embody, encourage and encompass the brands ethos, as can be seen on the right.

Spirited empowerment inclusivity affordability trend quality a helpful friend Fig 5: Street Style, 2013

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Fig 6: Seventeen Stories Women, 2014

Seventeen Women

68% said they can relate to atleast one of the women (See Appendix: pg 171)

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Logo INSPIRATION

DATA-DRIVEN TREND

Fig 7: Seventeen Stories Packaging Inspiration, 2014

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Fig 8: Data Driven Trend, 2014

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MOTIF TREND

IMPRINTED TREND

Fig 9: Motif Trend, 2014

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Fig 10: Imprinted Trend, 2014

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Pared-back beauty TREND

IMatte & glossy TREND

Fig 12: Matte and Glossy Trend, 2014

Fig 11: Pared-Back Beauty Trend, 2014

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Opulent dust TREND

Logo Development

Fig 13: Opulent Dust Trend, 2014

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Fig 14: Logo Development, 2014

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Seventeen Stories Packaging

Fig 16: Packaging Development, 2014

Logo Development

Fig 15: Logo Development, 2014

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Logo Development

Final Logo In terms of packaging and logo design, various movements for 2015/2016 focused on ‘minimalist packaging with simple graphics’ (WGSN, 2014) this is why keeping a simple, modern and sleek look will therefore be applied to ‘Seventeen Stories’. With WGSN explaining that ‘the future will be driven by data but powered by intuition, as contemporary design looks to ancient symbolism’ this is why using the ‘SS” motif will be used to create the symbolization of the brand.

Seventeen Stories

S ev en t een

Fig 17: Logo Development, 2014

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Fig 19: Final Logo, 2014

Fig 18: &Other Stories Logo, 2014

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EYES: dusty metallics Trend

EYes: Core Range

Fig 20: Dusty Metallic Trend, 2014

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Fig 21: Core Range Eyes, 2014

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Face: Fawless skin Trend

FACE: CORE RANGE

Fig 22: Flawless Skin Trend, 2014

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Fig 23: Core Range Face, 2014.

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Lips: deep Fig Trend

lips: Core range

Fig 24: Deep Fig Trend, 2014

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Fig 25: Core Range Lips, 2014

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Nails: dusty neutrals Trend

Nails: Core range

Fig 26: Dusty Neutrals, 2014

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Fig 27: Core Range Nails, 2014

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Trend collection: Rio

Trend collection: Rio

To coincide with the 2016 Olympic games, Seventeen Stories will launch a seasonal trend collection, with this being influenced by current seasonal and cultural influences, alongside their core collection. The collection takes inspiration from the renowned Rio Carnival, with an array of bold colours, celebrating Rio’s bright and vibrant essence. Using ‘Seventeen Stories’ “My Story” app, customers will have the opportunity to create their own story using Seventeen Rio’s collection and pairing it with appropriate clothing , with a chance of winning an all-inclusive trip for two to Rio.

Fig 29: Win a Trip to Rio, 2014

Fig 28: Life in Rio, 2014

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RIO collection

Trend collection: Rio

Fig 30: Life in Rio, 2014

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Fig 31: Rio Trend Collection, 2014

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Promotional Tools

Promotional Tools

‘Seventeen Stories’ will also offer consumers the opportunity to purchase a seasonal ‘Seventeen Stories’ magazine’ as well as being able to obtain gift cards in store. Not only this, but promotional tools such as having magazine features alongside freebies will help create more awareness to the launch. Choosing Look magazine shown in figure 34 was used, as this was seen as a popular magazine within the target demographic.

Seventeen Stories Lipstick in Feather £4.99

Seventeen Stories Brand New Brights I can’t get enough of the eye-popping pigments in this limited edition RIO collection by Seventeen Stories. The super-bold hues in the eye shadow palette, £7.99, Nail Varnish in Masquerade, £3.99 and lipstick in feather, £4.99, totally push me out of my usual colour comfort zone, but I’m converted! That’s my festival make-up sorted!

Seventeen Stories Nail Varnish in Masquerade £3.99

Seventeen Stories eye shadow palette in RIO £7.99

Gift Card Terms and Conditions 1. The Seventeen Stories gift card can only be redeemed on Seventeen Stories products in participating UK boots stores. 2. The minimum amount to activate this card is £1 and the maximum amount is £300. 3. This card cannot be refunded, exchanged for cash or vouchers. 4. The card will expire in 24 months from date of purchase. Any balance remaining will be reduced to nil and forfeited. 5. Register your card now at www.boots.com to protect against loss of theft. Customer Care: 0845 609 0055

Card No. 9094456 -7834 -2261

Fig 32: Kezia, 2014

Fig 33: Seventeen Stories Loyalty Card, 2014

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Fig 34: Look Magazine Feature, 2014

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Future brand Adjacency

Fig 94: Future Boots Positioning, 2014

Current Brand Adjacency

Fig 36: Future Brand Adjacency, 2014

Fig 35: Current Brand Adjacency, 2014

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A BOOTS STORE CONCEPT

A BOOTS STORE CONCEPT

The ‘Seventeen Stories’ stand will be sleek and placed among other brands within the target age range of 25-35. The stand will clearly show the makeup, house promotional material and feature a video real showing all the brand imagery, including a wide selection of women to help the women understand their stories more.

Fig 37: Seventeen Stories Boots, 2014

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SEVENTEEN STORIES WEBSITE

Fig 38: Seventeen Stories Boots Website, 2014

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Fig 39: Street Style, 2014

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Fig 40: Street Style, 2014

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meet the women 48


THE BIG CREATIVE IDEA

The Big Creative Idea Focusing on seventeen individual women to be brand ambassadors of ‘Seventeen Stories’, in which they have to relay their lifestyles, makeup and style in order to be obtainable, achievable, relatable, inspirational and empower women.

Fig 41: Kezia Seventeen Stories, 2014

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Meet the women Using social media platforms Instagram will be key in order to tell the narrative of ‘Seventeen Stories’, it is said that Instagram is now being favoured by the world’s most powerful social platform, ‘it grew by 60 million users in 2013 to more than 150 million, a rapid increase of 66% and the highest year-over-year growth among the top 10 mobile apps’ (Arthur, 2014) this showing that Instagram is improving in popularity within the digital age. Using this platform proved popular within the target age range, as primary research revealed that ‘64% of 25-35 year old consumers liked to follow people they find inspirational on social media sites’ (see appendix: pg 170). ‘Seventeen Stories’ will cover all women’s skin tones, locations and ethnicities, this will allow the customer the oppotunity to personally relate to one of the women, therefore breaking them up into four categories; ‘wild and proud’, ‘mother and proud’, ‘quirky and proud’ and ‘career driven and proud’, will make it even easier. This process will involve showcasing the women’s lifestyle through Instagram from anything from their makeup, daily routine and even style, allowing a snippet into their lifestyle, as it has been explained that ‘humans absorb information visually about 100-150 times faster than words’ (Galloway, 2014).

‘Beauty brands are performing strongly on Instagram, currently experiencing the fastest growth and yielding the greatest engagement’ (Arthur, 2014)

Fig 42: Kezia Seventeen Stories, 2014

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the catergories ‘Mother and proud’ ‘Wild and proud’ ‘Quirky and proud’

Their Profile Picture and name, follwed by SS Information on themselves with links to social media

Photos of their lifestyle

‘The smartphone is just another tool...it’s the story that matters’ (Laurent, 2013),

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Fig 43: Instagram Sample, 2014

‘Career driven and proud’

How would it work?


MOTHER AND PROUD

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‘Mother and Proud

I’m q u ite rela xed w ith my m ake up and want p rod u cts I ca n tr u st and that are go o d value 56

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Fig 44: Amy – Mother and Proud, 2014

About me

Amy Blair, 35

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MOTHER AND PROUD

I keep my ma keu p be autifully m inim al, ma k in g su re I h a ve a gre at fo undatio n and p owd er

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Fig 46: Salome – Mother and Proud, 2014

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About me

Salome Polaki, 31

I love b rig h t f u n c o l o u r s a n d I al ways keep up t o d a t e w i th n ew m ake u p t r ends

Fig 46: Megan – Mother and Proud, 2014

Megan Bee, 34

About me

MOTHER AND PROUD


MOTHER AND PROUD

I like t o m ix i t u p w h e n i t c o m e s t o my makeup loo ks, g la m oro u s a n d br i gh t i s my mot t o 60

Fig 47: Molly – Mother and Proud, 2014

Molly Brown, 33

About me

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WILD AND PROUD

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‘`Wild and Proud

T h ere is n oth in g b ette r than a re d lip fo r even in g wea r 62

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Fig 48: Kezia – Wild and Proud, 2014

About me

Kezia Eniang, 25

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WILD AND PROUD

I wea r sim p le m a keu p to wo r k and like to a d d a g lin t of m eta llic eye shadow fo r even in g s 65

Fig 50: Eva – Wild and Proud, 2014

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About me

Eva Hussain, 29

I e njoy g o in g o u t, p ar ty i n g and wear i ng st riking ex t ravagan t m ake u p

Fig 49: Carli – Wild and Proud, 2014

Carli Bybel, 29

About me

WILD AND PROUD


WILD AND PROUD

I li ke my m a ke u p to h a ve a r e tro vi be, l ot s of eye line r an d r e d l i ps 66

Fig 51: Olivia – Wild and Proud, 2014

Olivia Piper, 27

About me

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Quirky AND PROUD

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‘`Quirky and Proud

I like to b e b old w ith my hair, m ake up and cloth es, keep in g on tre nd w ith de signe rs and a d d in g a p erson a l t w ist 68

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Fig 52: Jesse – Quirky and Proud, 2014

About me

Jesse Bush, 28

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Quirky AND PROUD

I h a ve q u ite a n ecce ntric sty le and am con sta n tly c h a n g in g my pe rso na thro ugh my look s. Ma keu p is ju s t ano the r fo r m o f ar t

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Fig 54: Madeline – Quirky and Proud, 2014

About me

Madeline Billman, 26

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Fig 53: Amber – Quirky and Proud, 2014

I l ike t o b e bo l d w i th my m akeup and make a s t a t e m e nt . I wa n t to be n o ti c ed

Amber Longhurst, 25

About me

Quirky AND PROUD


Quirky AND PROUD

I t hink b e in g i n di v i d u a l i s key and addi ng yo ur ow n p e r s o n al tw i s t

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Fig 55: Erica – Quirky and Proud, 2014

Erica Mac, 25

About me

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CAREER DRIVEN AND PROUD

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Career Driven and Proud

I’m a fa n of a cla ssic lo o k as it co m plim e nts my comp lexion 74

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Fig 56: Lucy – Career Driven and Proud, 2014

About me

Lucy Powell, 27

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CAREER DRIVEN AND PROUD

I a lways wa n t my m ake up to re fle ct my h a p py a ttitu d e

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Fig 58: Theresa – Career Driven and Proud, 2014

About me

Theresa Francine, 28

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Fig 57: Kate – Career Driven and Proud, 2014

I li ke t o ke e p my m ake u p yo ung and f un

Kate Melrose, 26

About me

CAREER DRIVEN AND PROUD


CAREER DRIVEN AND PROUD

I keep my m a keu p s im ple fo cusing o n p layin g u p on e key fe ature at a tim e 79

Fig 60: Karen – Career Driven and Proud, 2014

About me

Karen Wild, 31

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Fig 59: Angelica – Career Driven and Proud, 2014

I we a r m inim al m ake u p bu t l i ke t o make sure I lo o k my be s t

Angelica Banks, 26

About me

CAREER DRIVEN AND PROUD


Fig 61: Kezia The Campaign, 2014

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THE CAMPAIGN

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The Campaign

The Campaign

To show the women of ‘Seventeen Stories’ creating seasonable campaigns of the four different categories will be used to help keep the brand fresh. The images will focus on using lifestyle images, with the images needed to appear unintimidating, relatable, achievable, and yet still aspirational. It was highly important that these images were not the classic beauty shots seen on other beauty counters, this was achievable by using no airbrushing and no bright studio lighting, as primary research revealed that ‘64% of consumers preferred this style of advertising’ (see appendix: pg170).

Fig 62: Kezia The Campaign, 2014

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Fig 63: Kezia The Campaign, 2014

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The Campaign

The Campaign

Fig 64: Kezia The Campaign, 2014

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Fig 65: Kezia The Campaign, 2014

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The Campaign

The Campaign

Fig 66: Kezia The Campaign, 2014

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Fig 67: Kezia The Campaign, 2014

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The Campaign

The Campaign

Fig 68: Kezia The Campaign, 2014

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Fig 69: Kezia The Campaign, 2014

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GET KEZIA’S LOOK

GET KEZIA’S LOOK

............................................................ 1. ........................................................ 2. ............................................................ 3. ................................................................. 4.

............................................................. 5.

....................................................................................... 6.

1. With the eye shadow brush start by applying shadow (Light Copper) all over your lid. 2. Apply liquid liner (Black) from the inner corners and extend to the outer corner for a feline flick. 3. Once dry, apply eye shadow (Charcoal) on the outer corner of the eye, then work slowly towards the inner corner of the eye, blending back and forth. Blend the eye shadow down below the outer corner of the eye. 4. To finish the look, apply mascara (Black) on the top and bottom lashes. 5. Apply bronzer under your cheekbones to create a define look. 6. Apply a thin layer of lip balm to nourish the lips. Apply lipstick (Siren) starting from the centre and working outwards.

Fig 70: Get The Look Card, 2014

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WAT C H O U R B E A U T Y T U T O R I A L S O N L I N E

Please click here to view the Seventeen Stories Youtube Page

Fig 71: YouTube Tutorial, 2014

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GET KEZIA’S LOOK

Fig 73: YouTube Tutorial, 2014

GET KEZIA’S LOOK

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GET KEZIA’S LOOK

GET KEZIA’S LOOK

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GET KEZIA’S LOOK

Fig 73: Kezia Get The Look, 2014

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Fig 74: Neon iPhone, 2013

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Marketing 98


Long term: facebook

Long term: Facebook

Please click here to view the Seventeen Stories Facebook Page

Information on Seventeen Stories

Information on competitions, tutorials and updates Social media will play a key role in updating consumers on the launch and product collections via Facebook, Twitter and Instagram. It was stated that ‘71% of 25-35 year old consumers look to social media for makeup inspiration and ideas’ (see appendix: pg170). This will include a series of YouTube videos on how to ‘get the look’ as well as inviting Seventeen ladies to write guest posts. With ‘40% of 25-35 year olds wanting to have updates on social media every day or every other day’ (see appendix: pg170). , the communication surrounding both Seventeen Stories and the consumer must relate to the brand ethos: being inclusive and a helpful friend. Fig 75: Seventeen Stories Facebook, 2014

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Long term: Twitter

Long term: twitter

Please click here to view Seventeen Stories Twitter Page

Using hashtags to increase followers will be used

Information on competitions, tutorials and updates

Fig 76: Seventeen Stories Twitter, 2014

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short term: The launch

short term: The launch

Fig 77: Kezia, 2014

A strategy will be used in order to reveal ‘Seventeen Stories’ into Boots. A bold statement of removing products off the shelves for a week, with Seventeen Stories boards covering up the display, this would enable the hype and anticipation of what is to come.

Fig 78: Seventeen Stories Coming Soon, 2014

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Short term: Store short The launch Launch

short term: The launch

On the day of the launch of ‘Seventeen Stories’ will feature a pop up event in store, which will allow consumers the chance of meeting one of the seventeen women, based on where you live, as well as consumers being able to try out the new product range with the assistance of helpers.

Fig 79: Seventeen Stories Launch, 2014

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Fig 80: Seventeen Stories Pop-up Launch, 2014

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Short term: The Launch

Short term: The Launch

An offer on buying one core and one trend collection will enable the customer to have a free ‘Seventeen Stories’ gift bag – adding to the incentive to purchase.

Fig 81: Seventeen Stories Makeup Offer, 2014

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Fig 82: Seventeen Stories Makeup Bag Offer, 2014

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Fig 83: iPhone, 2013

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my story APP

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MY STORY APP

MY STORY APP

Create your own story

Fig 84: My Story App, 2014

To coincide with the launch of ‘Seventeen Stories’ the brand will create and promote their ‘My Story’ app, in which it will help further assist women with their makeup choices and will provide customers with a service that allows them to make a profile, have their colours done, colour match their outfits to their makeup and share their stories via social media, as creative designer from Omobono explained ‘we live in a fast pace world these days and people want to be able to do ‘an action’ in a fast and uncomplicated way’ (Pellegrini, 2014).

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Fig 85: My Story App Promotion, 2014

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MY STORY APP

MY STORY APP

Step 1

Step 2

Welcome to the App

Simply create your “My Story� profile

This App allows and helps women tell their stories

Step 3

Step 4 The App will then calculate which seasonal colour suits you

Input your name and add a profile picture Then answer a couple of questions to determine your personal complementary colour

This App will be your friend, inspiration, trend informer and shopping partner

These colours can be applied to makeup, clothes and accessories

Will you be a: Spring Summer Autumn Or Winter

Fig 86: My Story App, 2014

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MY STORY APP

MY STORY APP

Step 5

Step 6

Your Profile is now complete Now you can use your App and tell your story

Step 8

Press the button in the top left corner to reveal the main menu

The ‘Outfit’ sections prompts you to take a picture of your outfit

The App will then show you which makeup colours would compliment your look

Then select the section you desire

The App then calculates your perfect look. Matching colours from your outfit with makeup colours that will suit your skin tone based on your profile

You can then buy the ‘Seventeen Stories’ makeup straight from the App

For example ‘Outfit’

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Step 7

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MY STORY APP

MY STORY APP

Step 9

Step 10

Another function of the “My Story” is the ability to quick buy ‘Seventeen Stories’ makeup directly from the App

From this page you can purchase all of the ‘Seventeen Stories’ makeup products From both the core collection and the trend range

Step 11

Step 12

One can then share their story within the app

Download the free “My Story” App

Tell people your colour story via social media Facebook and Twitter

And start your story...

Pin your outfit and makeup combinations and Instagram your story

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Fig 87: Street Style, 2014

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The future


MY STORY Virtual photobooth APP

MY STORY Virtual photobooth APP

With virtual reality being a key technology on the rise, ‘many industry specialists believe VR is the next key platform, in the same way mobile is today’ (Alrubeyi, 2014). This is why using a virtual photobooth, will allow customers to choose one of the seventeen women to look at in closer detail of their makeup, allowing them to feel like they are in front of you, talking you through how to get that perfect look. This will then enable the customer their own private time within the photobooth to apply makeup from what they have just learnt, allowing them to pose for a photo after and upload straight to social media.

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1.

Fig 89: Seventeen Stories Virtual Reality, 2014

Fig 88: Seventeen Stories Virtual Reality, 2014

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MY STORY APP 3d/4d

Which makeup look would you like? Simply tap the lady you want and get their step by step guide

MY STORY APP 3d/4d

You have chosen Kezia, our ‘Wild and Proud’ lady. What makeup look of hers do you want?

Day Natural Evening Work

To develop the “My Stories” app further, new and emerging technology of 3D scanners and 4D holograms will be able to be applied to smart phone devices. The 3D scanner therefore could be used on the app to create a clearer photo on their face shape and colouring. With the 4D element allowing for one of the ‘Seventeen Stories’ women to emerge from their mobile device and talk to you in the way a real life sales person, creating a new dimension of make-up purchasing.

You have chosen Kezia evening look. View Kezias step by step guide here to get that perfect red lip

Click here

Fig 90: Seventeen Stories App, 2014

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Fig 91: Seventeen Stories Hologram, 2014

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Future MY IBEACON STORY Possibilities APP

MY STORY APP iBEacon

Using new and emerging iBeacon technology could be used as a way of prompting customers to try out ‘Seventeen Stories’ in Boots as it is being described by as ‘how iBeacons could change the world forever’ (McFarland, 2014) with it focusing on the concept of amplified reality.

Welcome to Seventeen Stories We have currently undergone a makeover ourselves - why don’t you go check out our new makeup range only available at Boots. Which of our seventeen ladiies will you be like?

Fig 92: Seventeen Stories iBeacon App, 2014

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3.

Fig 94: Seventeen Stories iBeacon In-store, 2014

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Fig 94: Kezia, 2014

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Conclusion

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conclusion With the name ‘Seventeen Stories’ it means it isn’t confined to the current women ambassadors campaign. The brand name has the flexibility to represent other stories within beauty and this is something that must remain fundamental as Sheeky explained ‘people buy stories, not product’ (Sheehy, 2014). If in two years time, after the campaign has ran it’s course and the brand needs a fresh promotion, there are opportunities for the brand to change it’s marketing approach. ‘Seventeen Stories’, for example, could focus on ‘colour stories’ or ‘trend stories’ enabling the brand mantra of ‘Seventeen Stories’ to be forever developing.

Fig 95: Seventeen Women, 2014

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