Sunscreen Branding For GenZ FOR
OUR JOURNEY SO FAR
the idea on the basis of feedbacks received. THE BRIEF Industry brief given by LOVE CREATIVE. RESEARCH Research work on sunscreens and current Gen Z trends. DEVELOPMENT and FEEDBACK FINAL CRIT Getting feedback from the brief setters and getting a better insight at the status. IDEATION Ideation of Branding, Packaging and Marketing strategies FINAL OUTCOME How it all turned out to be… 04 02 05 03 06 01
Developing
THE BRIEF 01
Create a new brand of sunscreen targeting the GEN Z audience.
02 Research
Problem statement
Stereotypical look
One of the challenges that we are facing while designing a brand and packaging for a sunscreen is breaking the of the existing sunscreen packaging.
Why is it
important to
information information information information information information information information information information information information information information information information information information information
so
fill up the packaging with so much of information?
WHO?
Everyone and anyone over 6 Months of age
5w’s and 1H of sunscreens
WHAT?
Sunscreen with over SPF
15+ with PA++ Rating
WHERE?
Full body is suggested, but the exposed skin is mandatory.
WHEN?
Minimum 30 mins before leaving out in the sun
WHY?
It protects your from the Skin cancer caused by UVA and UVB rays from the sun
HOW MUCH?
1 ounce for entire body, which is enough to fill a shot glass
SUNSCREEN USAGE STATS
43.4%
SUNNY NOT DAILY DAILY
**Only GenZ participants have reported daily use.
13.2% 10.5%
THE GENZ’ WAY OF THINKING
WHAT THE GENZ THINKS
PERSONALITY
The modern day creative, always-on, rebellious and environment conscious generation
WHO PAYS?
GenZ love to buy their personal stuff themselves
Apparel preference
GenZ likes the casual look but some prefer unique style
Lifestyle Attitude
Strive to be individualist and Pressure is on to be stylish because of social media
Competitors
TARTE
● Once your makeup is on, you don't want to re-apply a wet sunscreen because it will mess up your makeup. The solution is to use a powdered SPF that you can brush on over the top of your makeup. It's brilliant, right? This one from Tarte offers full-spectrum SPF 30 UVA and UVB protection.
● This their best selling product in the current market.
ELIZAVECCA
● Waterproof sun stick contains nine kinds of herbal and floral extracts and offers SPF 50+ PA+++ protection. Its soothing formula leaves a non-sticky finish with no white cast.
● This their best selling product in the current market.
03 Ideation
DEEPER DIVE INto THE PRODUCT
Option 1 : Powder Based Product
PROS:
★ Can be directly worn on skin as well as over makeup
★ Non-Greasy
★ Absorbs excess oil, mattifies skin
CONS:
★ Doesn't stay for long time
★ Makes the skin very dry Takes Time to apply
Option 2 : Cream
PROS:
★ More Moisturizing
★ Applicable on the go
Option 3 : Aerosol Based foam
PROS:
★ Apply anytime
★ Refillable
★ Carry ON THE GO
★ Light weight
CONS:
★ Makes the skin very oily/greasy
★ Hydrates and moisturizes the skin in apt amount
★ It expands/ spreads a lot (extra coverage)
★ Stays on for a longer time duration
BRAINSTORMING AND THOUGHT WEB
MOOD BOARD
LOGO IDEATION
FINAL LOGO
SHAYD
OPENS
ROUGH Dieline
The white areas are translucent depicting the strength of the SPF
FINAL DIELINE
The yellow areas are translucent depicting the strength of the SPF
FINAL DIELINE
The yellow areas are translucent depicting the strength of the SPF
FINAL DIELINE
Scan to play the video.
Ideating INNER PACKAGING
PRODUCT ATTRIBUTES
★ The sunscreen bottle is an acute representation of Gen Z.
★ The cover of the top nozzle of the bottle is shaped like a hoodie and has an opening and closing mechanism similar to that of a case for spectacles.
★ The ends of the two drawstrings are magnetic which will act as “on-the-go” hooks. So the people can snap it and carry it anywhere with them conveniently.
★ The eye represents the eye icon which, in context, means flattering/drawing attention. This small element could lead to conversations among the Gen Z.
★ Separate Refill pouches will be available reducing wastage.
Bottle DIELINE
Final INNER PACKAGING
PACKAGING ATTRIBUTES
★ Any plastic used in the packaging is made of environment-friendly recycled plastics.
★ The touch feel of the inner bottle will have a matte texture to ensure the coziness.
★ The bottle will be light weight and refillable.
★ Both the outer packaging and the inner packaging will be a collectible item, giving the user a unique feel. The Inner bottle will be an collectible item like an NFT.
★ The Outer packaging contains information about the adversities of skin cancer and how sunscreen helps.
A little bit of sun
A Show reel of the product.
SHAYD - Be Sun Ready
Scan to play the video.
INFLUENCER MARKETING
Using the Social Media platform like Instagram and Tiktok we plan to boost our product by collaborating with established influencers and posting content using #ShayDme. Our customers can tag us to get featured on the page which will generate engagement.
BRAND COLLABORATIONS
Collaborating with other established brands will welcome diverse audience and we can get sales from fans of other brands.
We plan to incorporate limited edition packaging of the sunscreen with the collaborated brands.
BRAND COLLABORATION IDEAS X X X
BRAND COLLABORATION IDEAS X
WEBSITE AND CUSTOMISATION
People will be able to customise and order their own bottles via our website.
Personalised ENGRAVing
People who buy our product from the website will be able to order a personal engraved bottle for them or for someone they want to gift. They will be able to add emojis, type in names, initials or numbers or can even combine them.
