GCSE Assignment 3 –
Research & Planning
1. Project
Overview
I am going to produce three print
adverts that are part of a campaign for a lipstick product.
My product is going to be a range
of four lipsticks that are linked to the seasons, summer, spring, winter and
autumn. Each season you can change the colour of your lipstick easily to fit
the trend on the season. Bright pink in summer, baby pink in spring, orange in
autumn and red in winter.
Target audience – Females who are
looking to follow trends and buy a lipstick set that is going to last them all
year. The target audience would be 14-23. This is because 13 is the age where
most girls commonly start wearing makeup where they don’t have enough money to
buy four new individual lipsticks that are a good quality, and twenty-three is
the age where you finally have enough money to buy higher range lipsticks that
are a higher price but you still want to try something new. The secondary
audience would be 23+ women this age may go for the older, darker and more
mature colours than the bright younger colours.
Medium –A range of three print
ads each is showing the individuality of the brand. The different colours would
be shown in each of the different ads in a similar way. I would show these ads
in makeup magazines such as ‘makeup artist’ ‘hair and beauty’ and the own
shop's catalogues advertising new brands like ‘boots’ and ‘Superdrug’.
Aims – my aim is to produce the
lipstick ads that advertise a lipstick for every season. The lipstick ad will
be new and exciting and I believe there haven’t been any products that have
been made exactly like this before. I will use my Photoshop and camera skills
to show the lipstick ads in a new creative way.
2.
Background Information on my product
Lipstick is a cosmetic product
that contains pigments, oils and waxes. Almost every colour of lipstick exists
on the market now in the modern day but not back in the medieval times 5,000
years ago when lipstick was said first invented by ancient Sumerian men and
women. They used to crush gemstones and use them to decorate their faces,
mainly around their lips and eyes. In the 16th century England
lip colouring became fashionable again. The bright red lip against the pale
complexion of Queen Elizabeth made lipstick come on trend. They made the
lipstick out of beeswax and red stains from plants but only upper class women
and male actors wore makeup.
Lipstick
trends
Throughout the early 20th century, lipstick came in a limited number of shades but the most
popular in the 1920’s was dark red. Flappers wore the lipstick to show their
independence. The lipstick was worn on the lips on the cupids bow. Back then
you could only publicly apply lipstick at lunchtime but not at dinner.
.
In the early 1930’s Elizabeth
Arden inspired companies to make different shades of lipstick and more
varieties. Lipstick was now worn to show a symbol of womanhood. It caused many
issues and 50% of teenage girl fought with their parents about wearing
lipstick.
The natural makeup look was very
popular in the 1940’s. The magazines advertised that men like the more natural
look over the full makeup look. They also told girls it would ruin their
chances of getting jobs and that they would lose their popularity. Makeup was
very discouraged as it was a sign that you were a prostitute.
Thanks to actresses like Marilyn
Monroe and Elizabeth Taylor they helped bring back dark red berry lips. It
influenced girls so that in 1951 a survey showed that two-thirds of teenage
girls wore lipstick. It was also the year that chemist Hazel Bishop Inc.
invented and promoted long lasting kiss proof lipstick that was said to stay on
for longer. Their slogan was "stays on
you... not on him”.
Soon after this in 1960’s when
lipstick was more was publicly accepted a company called Gala
produced the shimmery lipstick, which then inspired Max Factor to create the
popular strawberry meringue lipstick. The whole lipstick industry took off but
teen girls were frowned upon wearing red lipstick so pink and peach lipsticks
came in trend.
In the 1970’s lots
of companies started to produce more interesting and unusual colours like light
blue, navy blue, green and violets. In the late 1970’s black lipstick was more
of a popular colour due partly to Goth and punk subcultures.
In the mid 80’s
lipsticks that were matte and in shades of brown were in trend. The colour was
often worn to reflect the mood for the person. Toy makeup was in introduced for
little children to play with. Makeup ranges became very inexpensive.
2014/2015 Nude lipsticks were becoming
extremely popular because celebrities like Kim Kardashian and Kylie Jenner
promoted the shade. Less is more was very popular and the natural look.
3. Product Research & Genre
Conventions
Comparison- The brand
has a very simple and natural theme. It shows think with block colours that are
never very harsh and hand drawings. It likes to use serif fonts for the slogan/
stag lines and information but a sans serif font for the logo. It always uses a
very clear colour for the background had another contrasting colour for the
little pictures or elements to make it pop and it normally draws you in to look
at the product. The existing products are like my product as I am doing
lipsticks for every season and bursts bees are a natural and organic beauty
range so they are both to do with nature. My products are different to these as
lipsticks are part of a range of four lipsticks are they release random
products that aren't always linked to each other.
Brand Ideas
Name- be you. I want
to promote not the natural side of the makeup world but wearing what you like
and being confident in yourself. Having your own style and not just following
the crowd. Since this range is promoting the seasonal lipsticks the seasonal
range will be part of the Be you company.
Slogan- Get the '
' look.
I chose the phrase
'Get the look' so I could then change it to 'Get the spring look'
or autumn and winter, so that information is added to the advert informing the
target audience about what the lipstick range is about when viewing them in
places like billboards and in drugstores.
Colour Palettes- The
colour pallet will relate to each makeup ad. For example, in spring the
lipstick colour is pink so the colour theme will be all pink. The logos are in
black and can be changed to fit the colour pallet of the poster.
In spring pink has
connotations of unconditional love and nurturing. Pink is a mixture of red and
white. Red for passion and ambition and white for innocence and purity of the
summer. This will reflect onto the target audience when they wear the lipstick
in summer.
The other colour for
the different ads also have connotations of colours that reflect to the season
making the target audience feel a certain way.
Logos-
1.The first logo I'm taking inspiration from the lipsticks and leaving a lipstick mark. The company name is Be you which connotes the lipstick marks as being yourself could leave a mark on people. It also gives an idea to the target audience of what the company name is all about. I like the 'Be You' part of this logo as the font looks very sophisticated and adult-like. The target audience are young adults and teenagers so they will be looking for something a bit more mature as they are maturing themselves.
2. The second logo is
my personal favourite. It is formal and sophisticated like the first logo
that I liked. It will be easy to position on the adverts, as it doesn’t
have anything surrounding it. I feel like I don't need any other extra
makeup marks as they are a bit distracting from the actual advert and it
is clear without the logo what the advert is advertising.
3.The final logo is
also nice but I'm not too sure about the font used for the company name. It can
be hard to read and doesn't have that statement bold factor
which doesn't reflect the company name. The lipstick mark is also not
very clear on what it is and does remind me of blood, which really isn't
great.
Target audience profile
My target audience are in the age range
of 14-23. It is quite a large age range but is appropriate for my product since
I am aiming for when you start wearing makeup to show is confident and try
different things. A survey shows that 89% of women say that they would prefer
it is girls started wearing foundation when they are 14, at the age of 13 and a
half before wearing eye makeup and 12 before wearing lip-gloss. Therefore, I
have chosen 14 for the start of my target audience. I chose 23 for the oldest
of my age range, as it is an age when you might have more money that’s your own
and start buying more expensive products.
I
have chosen to aim my products at women as a bigger percentage of women than
men wear makeup. Men are still aloud to purchase the products but I am not just
aiming the products at them. Statistics show that 1 in 10 men are now wearing
makeup and it is becoming more and more common so men could be my secondary
audience.
The
background of my audience would be a teenagers/ young adult who are in school
or university don’t have much money, maybe have a job but are earning a little
amount of money. They will probably live at home with siblings and go out at
the weekends and want to spend not too much money, so my brand would be good
for them.
My target audience would like things like beauty fashion and
making an effort with their appearance. They might like wearing makeup to have
a clearer complexion, to make themselves appear older than they are and enhance
their natural features. My audience may be into music, sport anything but what
links them all together is they all like wearing makeup.
The target audience will earn a little amount of money but the price
range would be £10 to £15. They would spend their money on makeup but might
still want money left over to buy other things so don’t want to spend too much
money. They would probably want to go out at the weekends with friends which is
going to cost more money so the products they buy are going to have to be cheap. My target audience would carry in their
handbag/backpack their phone as this is important in modern day and most
teenagers would carry this in their bag. They would also bring maybe a jacket;
food, drink and they would also carry a makeup bag with my product in it.
My print ad would feature in beauty in fashion magazines advertising the
new lipstick. My target audience would buy the magazines and then see the ads
and want to buy the product.
Target audience primary research (Secondary Research)
I have chosen to ask
my target audience which logo that they like the most and the first and second
image had the same number of votes. The results have affected my choices since
I originally liked the second logo and now they have equal votes I can choose
the second logo shown below. I now know that the first and second logo would
attract my target audience to buy my product through the logo being
aesthetically pleasing. Now I can use the second logo because I think it is
better and would be better for my product and be certain that it’s the right
one to choose and have the biggest effect on sales. I do especially like this
logo as it is easy to position on the page and the font it is in will really
attract the target audience.
Advert Positioning
I would display my
adverts on billboards, bus stops and beauty magazines. I would place my advert
in these places, as these are the places my target audience are most likely to
see the advert. Also, placing them in these places might attract people that
are outside of my target audience but might still be interested in buying a new
lipstick. Branching outside of my target audience would get more customers and
make more of a profit in the company. I would place my advert on billboards
since my target audience are mostly likely to be a passenger in a car and see a
billboard or walking around in the streets and see it, or they might go buses
since a high percentage of them won’t be able to drive and see the adverts and
want to buy the product. My target audience will read beauty magazines so
seeing a product in there that has been recommended would defiantly make them
want to buy it and try it out.
I
looked at the most bought beauty magazines so I would get the highest sales
from the most popular magazine. The number one beauty magazine sold was vogue
but the average price for a full page in a magazine is £110.00 which would make
my audience the most likely to read but if I wanted a smaller advert the takes
up ½ a page it would cost £60.00 per edition. For the billboard, it would cost
for 96 sheets to be printed and put up around the places my target audience
would be £314.00.
Equipment,
costume, props & location
I will need a camera and the lighting
to take the photos but I won’t need any other equipment. When I take the
pictures of my advert I will need three bold lipstick colours. I won’t need
costumes since I am going to concentrate the advert zoomed in on the face or
the product. I will take the photos in the studio since it has good lighting
and is an appropriate place to take the photos. I will need a model with good
lips to make the audience think that wearing the lipstick/makeup will make
their lips look like that. Also, I will need a model with nice hair that is
long and will be easy to edit.
What the adverts will look like
For each of the
adverts I will need an image. Each of the images will have the modal from a
different angle but she will be looking directly into the camera. This makes it
look like she's directly addressing the audience making them want to by the
lipsticks. Each photograph will be planned carefully, I will take plenty of
test shots and I will think about the lighting and framing to make the adverts
the best and the most professional they can be.
First
drafts
Original photographs
GCSE Assignment 3 – Research & Planning
1. Project
Overview
I am
going to produce three print adverts that are part of a campaign for a lipstick
product.
My
product is going to be a range of four lipsticks that are linked to the
seasons, summer, spring, winter and autumn. Each season you can change the
colour of your lipstick easily to fit the trend on the season. bright pink in
summer, baby pink in spring, orange in autumn and red in winter.
Target
audience – Females who are looking to follow trends and buy a lipstick set that
is going to last them all year. The target audience would be 14-23. This is
because 13 is the age where most girls commonly start wearing makeup where they
don’t have enough money to buy four new individual lipsticks that are a good
quality, and twenty-three is the age where you finally have enough money to buy
higher range lipsticks that are a higher price but you still want to try
something new. The secondary audience would be 23+ woman this age may go for
the older, darker and more mature colours than the bright younger colours.
Medium –A
range of three print ads each is showing the individuality of the brand. The
different colours would be shown in each of the different ads in a similar way.
I would show these ads in makeup magazines such as ‘makeup artist’ ‘hair and
beauty’ and the own shop's catalogues advertising new brands like ‘boots’ and
‘Superdrug’.
Aims – my
aim is to produce the lipstick ads that advertise a lipstick for every season.
The lipstick ad will be new and exciting and I believe there hasn't been any
products that have been made exactly like this before. I will use my Photoshop
and camera skills to show the lipstick ads in a new creative way.
2. Background Information on my product
Lipstick
is a cosmetic product that contains pigments, oils and waxes. Almost every
colour of lipstick exists on the market now in the modern day but not back in
the medieval times 5,000 years ago when lipstick was said first invented by
ancient Sumerian men and women. They used to crush gemstones and use them to
decorate their faces, mainly around their lips and eyes. In the 16th century
England lip colouring became fashionable again. The bright red lip against the
pale complexion of Queen Elizabeth made lipstick come on trend. They made the
lipstick out of beeswax and red stains from plants but only upper class women
and male actors wore makeup.
Lipstick
trends
Throughout the early 20th century, lipstick came in a limited number of shades but the most
popular in the 1920’s was dark red. Flappers wore the lipstick to show their
independence. The lipstick was worn on the lips on the cupids bow. Back then
you could only publicly apply lipstick at lunchtime but not at dinner.
In the
early 1930’s Elizabeth Arden inspired companies to make different shades of
lipstick and more varieties. Lipstick was now worn to show a symbol of
womanhood. It caused many issues and 50% of teenage girl fought with their
parents about wearing lipstick.
The
natural makeup look was very popular in the 1940’s. The magazines advertised
that men like the more natural look over the full makeup look. They also told
girls it would ruin their chances of getting jobs and that they would lose
their popularity. Makeup was very discouraged as it was a sign that you were a
prostitute.
Thanks to
actresses like Marilyn Monroe and Elizabeth Taylor they helped bring back dark
red berry lips. It influenced girls so that in 1951 a survey showed that
two-thirds of teenage girls wore lipstick. It was also the year that chemist
Hazel Bishop Inc. invented and promoted long lasting kiss proof lipstick that
was said to stay on for longer. Their slogan was "stays
on you... not on him”.
Soon after this in 1960’s when lipstick was more
was publicly accepted a company called Gala produced the shimmery
lipstick, which then inspired Max Factor to create the popular strawberry
meringue lipstick. The whole lipstick industry took off but teen girls were
frowned upon wearing red lipstick so pink and peach lipsticks came in trend.
In the 1970’s lots of companies started to produce more interesting and
unusual colours like light blue, navy blue, green and violets. In the late
1970’s black lipstick was more of a popular colour due partly to Goth and punk
subcultures.
In the mid 80’s lipsticks that were matte and in shades of brown were in
trend. The colour was often worn to reflect the mood for the person. Toy makeup
was in introduced for little children to play with. Makeup ranges became very
inexpensive.
2014/2015 Nude lipsticks were becoming
extremely popular because celebrities like Kim Kardashian and Kylie Jenner
promoted the shade. Less is more was very popular and the natural look.
3. Product Research & Genre
Conventions
Comparison- The brand has a very simple and natural theme. It shows
think with block colours that are never very harsh and hand drawings. It likes
to use serif fonts for the slogan/ stag lines and information but a sans serif
font for the logo. It always uses a very clear colour for the background had
another contrasting colour for the little pictures or elements to make it pop
and it normally draws you in to look at the product. The existing products are like
my product as I am doing lipsticks for every season and bursts bees are a
natural and organic beauty range so they are both to do with nature. My products
are different to these as lipsticks are part of a range of four lipsticks are
they release random products that aren't always linked to each other.
Brand Ideas
Name- Be you. I want to promote not the natural side of the makeup world
but wearing what you like and being confident in yourself. Having your own
style and not just following the crowd. Since this range is promoting the
seasonal lipsticks the seasonal range will be part of the Be you company.
Slogan- Get the ' ' look.
I chose the phrase 'Get the look' so I could then change
it to 'Get the spring look' or autumn and winter, so that information is added
to the advert informing the target audience about what the lipstick range is
about when viewing them in places like billboards and in drugstores.
Colour Palettes- The colour pallet will relate to each makeup ad. For example,
in spring the lipstick colour is pink so the colour theme will be all pink. The
logos are in black and can be changed to fit the colour pallet of the poster.
In spring pink has connotations of unconditional love and nurturing.
Pink is a mixture of red and white. Red for passion and ambition and white for
innocence and purity of the summer. This will reflect onto the target audience
when they wear the lipstick in summer.
The other colour for the different ads also have connotations of colours
that reflect to the season making the target audience feel a certain way.
Logos-
1.The first
logo I'm taking inspiration from the lipsticks and leaving a lipstick
mark. The company name is Be you which connotes the lipstick marks as
being yourself could leave a mark on people. It also gives an idea to the
target audience of what the company name is all about. I like the 'Be
You' part of this logo as the font looks very sophisticated and
adult-like. The target audience are young adults and teenagers so they will be
looking for something a bit more mature as they are maturing themselves.
2. The second logo is my personal favourite. It is formal
and sophisticated like the first logo which I liked. It will be easy
to position on the adverts as it doesn't have anything surrounding
it. I feel like I don't need any other extra makeup marks as they are a
bit distracting from the actual advert and it is clear without
the logo what the advert is advertising.
3.The final logo is also nice but I'm not too sure about the font used
for the company name. It can be hard to read and doesn't have that
statement bold factor which doesn't reflect the company name. The
lipstick mark is also not very clear on what it is and does remind me of blood
which really isn't great.
Target audience
profile
My target audience are in the age range of 14-23. It is quite a large
age range but is appropriate for my product since I am aiming for when you
start wearing makeup to show be confident and try different things. A survey
shows that 89% of women say that they would prefer it is girls started wearing
foundation when they are 14, at the age of 13 and a half before wearing eye
makeup and 12 before wearing lip-gloss. Therefore, I have chosen 14 for the
start of my target audience. I chose 23 for the oldest of my age range, as it
is an age when you might have more money that’s your own and start buying more
expensive products.
I
have chosen to aim my products at women as a bigger percentage of women than
men wear makeup. Men are still aloud to purchase the products but I am not just
aiming the products at them. Statistics show that 1 in 10 men are now wearing
makeup and it is becoming more and more common so men could be my secondary
audience.
The
background of my audience would be a teenagers/ young adult who are in school
or university don’t have much money, maybe have a job but are earning a little
amount of money. They will probably live at home with siblings and go out at
the weekends and want to spend not too much money, so my brand would be good
for them.
My target audience would like things like beauty fashion and
making an effort with their appearance. They might like wearing makeup to have
a clearer complexion, to make themselves appear older than they are and enhance
their natural features. My audience may be into music, sport anything but what
links them all together is they all like wearing makeup.
The target audience will earn a little amount of money but the price
range would be £10 to £15. They would spend their money on makeup but might
still want money left over to buy other things so don’t want to spend too much
money. They would probably want to go out at the weekends with friends which is
going to cost more money so the products they buy are going to have to be
cheap. My target audience would carry in their
handbag/backpack their phone as this is important in modern day and most
teenagers would carry this in their bag. They would also bring maybe a jacket;
food, drink and they would also carry a makeup bag with my product in it.
My print ad would feature in beauty in fashion magazines advertising the
new lipstick. My target audience would buy the magazines and then see the ads
and want to buy the product.
Target audience
primary research (Secondary Research)
I have chosen to ask my target audience which logo that they like the
most and the first and second image had the same number of votes. The results
have affected my choices since I originally liked the second logo and now they
have equal votes I can choose the second logo shown below. I now know that the
first and second logo would attract my target audience to buy my product
through the logo being aesthetically pleasing. Now I can use the second logo
because I think it is better and would be better for my product and be certain
that it’s the right one to choose and have the biggest effect on sales. I do
especially like this logo as it is easy to position on the page and the font it
is in will really attract the target audience.
Advert
Positioning
I would display my adverts on billboards, bus stops and beauty
magazines. I would place my advert in these places, as these are the places my
target audience are most likely to see the advert. Also, placing them in these
places might attract people that are outside of my target audience but might
still be interested in buying a new lipstick. Branching outside of my target
audience would get more customers and make more of a profit in the company. I
would place my advert on billboards since my target audience are mostly likely
to be a passenger in a car and see a billboard or walking around in the streets
and see it, or they might go buses since a high percentage of them won’t be
able to drive and see the adverts and want to buy the product. My target
audience will read beauty magazines so seeing a product in there that has been
recommended would defiantly make them want to buy it and try it out.
I
looked at the most bought beauty magazines so I would get the highest sales
from the most popular magazine. The number one beauty magazine sold was vogue
but the average price for a full page in a magazine is £110.00 which would make
my audience the most likely to read but if I wanted a smaller advert the takes
up ½ a page it would cost £60.00 per edition. For the billboard, it would cost
for 96 sheets to be printed and put up around the places my target audience
would be £314.00.
Equipment,
costume, props & location
I will need a camera and the lighting to take the photos but I won’t
need any other equipment. When I take the pictures of my advert I will need
three bold lipstick colours. I won’t need costumes since I am going to
concentrate the advert zoomed in on the face or the product. I will take the
photos in the studio since it has good lighting and is an appropriate place to
take the photos. I will need a model with good lips to make the audience think
that wearing the lipstick/makeup will make their lips look like that. Also, I
will need a model with nice hair that is long and will be easy to edit.
What the adverts will look like
For each of the adverts I will need an image. Each of the images will
have the modal from a different angle but she will be looking directly into the
camera. This makes it look like she's directly addressing the audience making
them want to by the lipsticks. Each photograph will be planned carefully, I
will take plenty of test shots and I will think about the lighting and framing
to make the adverts the best and the most professional they can be.
GCSE Assignment 3 – Research & Planning
1. Project Overview
I am going to produce three print adverts that are part of a campaign for a lipstick product.
My product is going to be a range of four lipsticks that
are linked to the seasons, summer, spring, winter and autumn. Each season you
can change the colour of your lipstick easily to fit the trend on the season. bright pink in summer, baby pink in spring, orange in autumn and red in winter.
Target audience – Females who are looking to follow trends and buy a lipstick set that is going to last them all year. The target audience would be 14-23. This is
because 13 is the age where most girls commonly start wearing makeup where they
don’t have enough money to buy four new individual lipsticks that are a good
quality, and twenty three is the age where you finally have enough money to buy
higher range lipsticks that are a higher price but you still want to try
something new. The secondary audience would be 23+ woman this age may go for
the older, darker and more mature colours than the bright younger colours.
Medium –A range of three print ads each is showing the
individuality of the brand. The different colours would be shown in each of the
different ads in a similar way. I would show these ads in makeup
magazines such as ‘makeup artist’ ‘hair and beauty’ and the own shop's
catalogues advertising new brands like ‘boots’ and ‘Superdrug’.
Aims – my aim is to produce the lipstick ads that advertise a lipstick for every season. The
lipstick ad will be new and exciting and I believe there hasn't been any products that have been made exactly like this before. I will use
my Photoshop and camera skills to show the lipstick ads in a new creative way.
2. Background Information on my product
Lipstick is a cosmetic product that contains pigments, oils
and waxes. Almost every colour of lipstick exists on the market now in the
modern day but not back in the medieval times 5,000 years ago when lipstick was
said first invented by ancient Sumerian men and women. They used to crush
gemstones and use them to decorate their faces, mainly around their lips and eyes.
In the 16th century England lip colouring became fashionable again.
The bright red lip against the pale complexion of Queen Elizabeth made lipstick
come on trend. They made the lipstick out of beeswax and red stains from plants
but only upper class women and male actors wore makeup.
Lipstick trends
In the early 1930’s Elizabeth Arden inspired companies to
make different shades of lipstick and more varieties. Lipstick was now worn to
show a symbol of womanhood. It caused many issues and 50% of teenage girl
fought with their parents about wearing lipstick.
The natural makeup look was very popular in the 1940’s. The
magazines advertised that men like the more natural look over the full makeup
look. They also told girls it would ruin their chances of getting jobs and that
they would lose their popularity. Makeup was very discouraged as it was a sign
that you were a prostitute.
Thanks to actresses like Marilyn Monroe and Elizabeth Taylor they helped bring back dark red berry lips. It influenced girls so that in 1951 a survey showed that two-thirds of teenage girls wore lipstick. It was also the year that chemist Hazel Bishop inc. invented and promoted long lasting kiss proof lipstick that was said to stay on for longer. Their slogan was "stays on you... not on him”.
Soon after this in
1960’s when lipstick was more was publicly accepted a company called Gala produced the shimmery
lipstick, which then inspired Max Factor to create the popular strawberry
meringue lipstick. The whole lipstick industry took off but teen girls were
frowned upon wearing red lipstick so pink and peach lipsticks came in trend.
In the 1970’s lots of companies started to produce more interesting and unusual colours like light blue, navy blue, green and violets. In the late 1970’s black lipstick was more of a popular colour due partly to Goth and punk subcultures.
2014/2015 Nude lipsticks were becoming extremely popular
because celebrities like Kim Kardashian and Kylie Jenner promoted the shade.
Less is more was very popular and the natural look.
Target audience
primary research (Secondary Research)
Advert Positioning
In the 1970’s lots of companies started to produce more interesting and unusual colours like light blue, navy blue, green and violets. In the late 1970’s black lipstick was more of a popular colour due partly to Goth and punk subcultures.
In
the mid 80’s lipsticks that were matte and in shades of brown were in trend. The
colour was often worn to reflect the mood for the person. Toy makeup was in
introduced for little children to play with. Makeup ranges became very inexpensive.
2014/2015 Nude lipsticks were becoming extremely popular
because celebrities like Kim Kardashian and Kylie Jenner promoted the shade.
Less is more was very popular and the natural look.3. Product Research & Genre Conventions
Comparison- The brand has a very simple and natural theme.
It shows think with block colours that are never very harsh and hand drawings.
It likes to use serif fonts for the slogan/ stag lines and information but a
sans serif font for the logo. It always uses a very clear colour for the
background had another contrasting colour for the little pictures or elements
to make it pop and it normally draws you in to look an the product.The products are similar to my product as I am doing lipsticks for every season and bursts bees are a natural and organic beauty range so they are both to do with nature. My products are different to these y lipsticks are part of a range of four lipsticks are they release random products that aren't always linked to each other.
Brand Ideas
Name- Be you. I want to promote not the natural side of the
makeup world but wearing what you like and being confident in yourself. Having
your own style and not just following the crowd. Since this range is promoting the seasonal lipsticks the seasonal range will be part of the Be you company.
Slogan- Get the ' ' look.
I chose the phrase 'Get the look' so I could then change it to 'Get the spring look' or autumn and winter, so that information is added to the advert informing the target audience about what the lipstick range is about when viewing them in places like billboards and in drugstores.
Colour Palettes- The colour pallet will relate to the each makeup ad. For example in spring the lipstick colour is pink so the colour theme will be all pink. The logos are in black and can be changed to fit the colour pallet of the poster.
In spring pink has connotations of unconditional love and nurturing. Pink is a mixture of red and white. Red for passion and ambition and white for innocence and purity of the summer. This will reflect back onto the target audience when they wear the lipstick in summer.
The other colour for the different ads also have connotions of colours that reflect back to the season making the target audience feel a certain way.
Logos-
In spring pink has connotations of unconditional love and nurturing. Pink is a mixture of red and white. Red for passion and ambition and white for innocence and purity of the summer. This will reflect back onto the target audience when they wear the lipstick in summer.
The other colour for the different ads also have connotions of colours that reflect back to the season making the target audience feel a certain way.
Logos-
1.The first logo I'm taking inspiration from the lipsticks and leaving a lipstick mark. The company name is Be you which connotes the lipstick marks as being yourself could leave a mark on people. It also gives an idea to the target audience of what the company name is all about. I like the 'Be You' part of this logo as the font looks very sophisticated and adult-like. The target audience are young adults and teenagers so they will be looking for something a bit more mature as they are maturing themselves.
2. The second logo is my personal favourite. It is formal and sophisticated like the first logo which I liked. It will be easy to position on the adverts as it doesn't have anything surrounding it. I feel like I don't need any other extra makeup marks as they are are a bit distracting from the actual advert and it is clear without the logo what the advert is advertising.
3.The final logo is also nice but I'm not too sure about the font used for the company name. It can be hard to read and and doesn't have that statement bold factor which doesn't reflect the company name. The lipstick mark is also not very clear on what it is and does remind me of blood which really isn't great.
Target audience profile
My target audience are in the age range of 14-23. It is
quite a large age range but is appropriate for my product since I am aiming for
when you start wearing makeup to show be confident and try different things. A
survey shows that 89% of women say that they would prefer it is girls started
wearing foundation when they are 14, at the age of 13 and a half before wearing
eye makeup and 12 before wearing lip-gloss. This is why I have chosen 14 for
the start of my target audience. I chose 23 for the oldest of my age range, as
it is an age when you might have more money that’s your own and start buying
more expensive products.
I have
chosen to aim my products at women as a bigger percentage of women than men
wear makeup. Men are still aloud to purchase the products but I am not just
aiming the products at them. Statistics show that 1 in 10 men are now wearing
makeup and it is becoming more and more common so men could be my secondary
audience.
The
background of my audience would be a teenagers/ young adult who are in school
or university don’t have much money, maybe have a job but are earing a little
amount of money. They will probably live at home with siblings and go out at
the weekends and want to spend not to much money, so my brand would be good for
them.
My target audience would probably like things
like beauty fashion and making an effort on their appearance. They might like
wearing makeup to have a clearer complexion or to make them selves appear older
than they are. My audience may be into music, sport anything but what links
them all together is they all like wearing makeup.
The
target audience will earn a little amount of money but the price range would
be £10 to £15. They would spend their money on makeup but might still want
money left over to buy other things so don’t want to spend too much money.
They would probably want to go out at the weekends with friends which is going
to cost more money so the products they buy are going to have to be cheap. My target audience would carry in their handbag/backpack
their phone as this is important in modern day and most teenagers would carry
this in their bag. They would also bring maybe a jacket; food, drink and they
would also carry a makeup bag with my product in it.
My print ad would
feature in beauty in fashion magazines advertising the new lipstick. My target
audience would buy the magazines and then see the ads and want to buy the
product.
Target audience
primary research (Secondary Research)
I have chosen to ask my target audience which logo that they
like the most and the first and second image had the same amount of votes. The results
have affected my choices since I originally liked the second logo and now they
have equal votes I can choose the second logo shown below. I now know that the
first and second logo would attract my target audience to buy my product
through the logo being aesthetically pleasing. Now I can use the second logo
because I think it is better and would be better for my product and be certain
that it’s the right one to choose and have the biggest effect on sales. I do especially like this logo as it is easy to position on the page and the font it is in will really attract the target audience.
Advert Positioning
I would display my adverts on billboards, bus stops and
beauty magazines. I would place my advert in these places, as these are the
places my target audience are most likely to see the advert. Also placing them
in these places might attract people that are outside of my target audience but
might still be interested in buying a new lipstick. Branching outside of my
target audience would get more customers and make more of a profit in the
company. I would place my advert on billboards since my target audience are
mostly likely to be a passenger in a car and see a billboard or walking around
in the streets and see it, or they might go buses since a high percentage of
them won’t be able to drive and see the adverts and want to buy the product. My
target audience will read beauty magazines so seeing a product in there that
has been recommended would defiantly make them want to buy it and try it out.
I looked at
he most bought beauty magazines so I would get the highest sales from the most
popular magazine. The number one beauty magazine sold was vogue but the average
price for a full page in a magazine is £110.00 which would make my audience the
most likely to read but if I wanted a smaller advert the takes up ½ a page it
would cost £60.00 per edition. For the billboard it would cost for 96 sheets to
be printed and put up around the places my target audience would be £314.00.
Equipment, costume, props & location
I will need a camera and the lighting to take the photos but I won’t need any other equipment. When I take the pictures of my advert I will need three bold lipstick colours. I won’t costumes since I am going to concentrate the advert zoomed in on the face or the product. I will take the photos in the studio since it has good lighting and is an appropriate place to take the photos. I will need a model with good lips to make the audience think that wearing the lipstick/makeup will make their lips look like that. Also I will need a model with nice hair that is long and will be easy to edit.
What the adverts will look like
For each of the adverts I will need an image. Each of the images will have the modal from a different angle but she will be looking directly into the camera. This makes it look like she's directly addressing the audience making them want to by the lipsticks. Each photograph will be planned carefully, I will take plenty of test shots and I will think about the lighting and framing to make the adverts the best and the most professional they can be.
