Calirol/ Nice \'n Easy Brand Acceleration Model

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Clairol/Nice \'n Easy Brand Acceleration Modeling

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Calirol/ Nice \'n Easy Brand Acceleration Model

  1. 1. 1 Driving Brands To Greatness Through Creative Ideas Nice ‘N Easy Client Presentation March 06, 2007
  2. 2. Today’s goal 2 To present a Brand Acceleration strategy for Nice ‘N Easy that will help ensure its continued growth now and into the future  Not to redefine to explore possibilities and opportunities  To refresh, reinvigorate, and ‘re-relevatize’ its core equities to maintain the brand's relevance and rightful status as a category leader  Creating a future-forward brand direction, or brand trajectory will continually elevate and separate Nice ‘N Easy from its competitors, and allow it to continually set the beauty’s color standard
  3. 3. What we did to prepare 3 We observed, probed, peaked, questioned, listened, shopped, read, empathized, etc…  Ongoing review and audit of key client initiated research: Equity Scan, Who Journey, U&A study, MMM, competitive analysis, category business reviews, segmentation study  Focus group colorers - RTU, Grey Solutions  Review of Dove Pro Age launch and Real Beauty marketing campaign  Madonna viral ideas and tactics  Exploring the merits and design of Beauty-focused expert panel  Discussions with Pantone to better understand the role of color  Conducted all-day Brand Acceleration workshop
  4. 4. What we discovered along our journey… 4 Nice ‘N Easy is optimally primed to lead a category paradigm shift from functional hair color to beauty transformation.
  5. 5. Nice ‘N Easy: Today & Tomorrow 5 FROM/EXPECTED TO/UNEXPECTED A bagel - simple & plain Pastry - exotic and involving Chapstix - tried & true, reliable Juicy Tube/Aveda - more than basic, emotional BA Business Class - transportation Virgin Upper Class - experiential, magic carpet A pearl necklace - common, staple Art Nouveau - character, expression, genuine A bar of soap - does the job, no frills Body lotion - all over, something extra, more Poland Spring water - commodity New Zealand water- original, the source, provenance Kmart - low prices Target - intelligent, smart, in-the-know, cooler Palm wireless device - all in one Trio - multidimensional, everything under the sun Little black dress - classic, traditional Dress collection - a line, assortment, more than one Twin blade razor - functional experience Venus - stretching the moment Blackberry - a thing that does this Pebl - design, aesthetic, form meets function Neutrogena lip balm - simple, easy Neutrogena Advanced Lip Therapy - expert, leader Clearasil - problem/solution New Clearasil - beyond acne, care and nurturing Lard - traditional Extra virgin olive oil - new, healthier, modern, extra Granite - one dimensional Glass paper weight - dramatic, dimensional, exciting White t shirt - colorless Colorful t shirt - stand out, color, vibrant Pail of paint - utilitarian, democratic Dutch Boy paint - designed for her, empathy Concealer - basic Concealer/Advanced - top of the line
  6. 6. Analyze This! 6 (adj) Carefully neat, proper, agreeable UNDISTINGUISHED (adj) Simple, remedial, effortless
  7. 7. Image is Everything! 7
  8. 8. In a society and culture that segments beauty 8
  9. 9. Getting closer to our user…some Insights 9 1. As our user has grown older and transitioned thru different life stages and, perhaps, styles, she is less attached to social groups which provide havens and reassurance • While she has her own family she still needs to reconnect with herself and those like her • Expertise & Sisterhood 2. Shopping for anything is a hassle, hair colorant is even worse. It would mean more to her to have help in-store and even while she colors. • Involvement & New rituals 3. She is beauty involved…just with a smaller priority and less occasion • On the occasions that she is beauty involved they are important and critical…these are moments that memories are made from. Expertise & Reliability 4. She is trained by the category not to be loyal…we created this • She doesn’t have to be loyal 5. Color is the foil to beauty…right now she shops, experiences, and feels the functional commodity she is buying rather than celebrating the ensuing transformation. Talk to her in a different tone 6. She needs permission, license, etc to get more beauty involved and not feel guilty • Time and effort spent on herself and NOT her family brings a strong sense of guilt and isolation 7. She doesn’t feel her age. Emotion is greater than reality
  10. 10. Some brands are listening 10 –Soap brands grew 7% (1Q-3Q06) –Hair care product sales grew 13.3% –Skin care products and lotions grew 16.2%
  11. 11. What she told us from her gut… 11 • “I go to the shelf and just look…I look to see if I see myself, I guess. I end up scanning across and from end to end to find my shade.” • “Even when I have mine [NNE brand] I still look to see what else is there…” • “…All I’m thinking is, shit! I’ve gotta do this for the next two hours…” • “Salons take the time that I don’t have to ensure the job is done right. I don’t have the time and its not worth the money on a regular basis.” • “Money…no, its value for money. That’s why I buy NNE.” • “…I didn’t realize it was Clairol I’d been using for 15 years…”
  12. 12. Who she is 12
  13. 13. How she wants you to perceive her 13 WITTY BONDED STRONG SIMPLY ME CONFIDENCE NATURAL GLOW COURAGE BALANCED SENSUAL SPIRITED CLEVER
  14. 14. Overarching Attitudinal Themes 14 “Release my spirit” “HARD + SOFT” “How ya like me now?!” “My natural glow” “Real…but ideal” “I am me” “Permission for me, please”
  15. 15. Nice ‘N Easy Brand Opportunity 15 Rank Attribute Equity Type Discriminated Brand 1 I love this brand feelings Clairol Nice 'N Easy 2 This is a brand I can trust judgment 3 This brand makes me feel personally satisfied feelings 4 Makes me feel like I can look beautiful without a complex beauty routine feelings 5 Has a shade for me judgment 6 Makes me feel better about myself feelings 7 This brand makes me feel like I've selected the best product on the market feelings 8 This brand does what it promises judgment 9 This brand makes me feel confident feelings L'Oreal Preference 10 The makers of this brand understand my needs in a hair color product judgment 11 This brand makes me feel renewed feelings 12 Makes me look younger feelings 13 This brand makes me feel like I am doing the best for myself feelings L'Oreal-Couleur Experte, L'Oreal Excellence, L'Oreal Preference 14 Makes me feel in control of how I look feelings 15 Gives just the color you expected/desired performance 16 Gives natural looking color performance 17 Makes me feel attractive to others feelings 18 Leaves hair soft to the touch performance 19 Makes my haircoloring routine simple so it fits into my life judgment 20 Makes me feel younger feelings Source: P&G beauty/NNE 2006 Equity Scan
  16. 16. 16 A REVIEW OF BRAND ACCELERATION
  17. 17. A Key Principle 17 In a marketplace of constant evolution and change, we can no longer just ask what our brand stands for today, increasingly, we must ask: “What is the brand becoming?”
  18. 18. The nexus of these four dimensions is where we can create brand acceleration for Nice ‘N Easy … 18 Category BRAND Channel Consumer ACCELERATION Brand
  19. 19. Brand Compass 19 CATEGORY CONSUMERS CHANNELS BRAND It is an exploration of the four dimensions which frame the brand-building enterprise
  20. 20. The Brand Acceleration Process 20 New Brand Direction Creative Current Activation Brand Brand Compass Direction Driving Idea
  21. 21. 21 Nice ‘N Easy Brand Acceleration
  22. 22. Brand Compass 22 What market forces will What consumer forces can we accelerate or decelerate leverage to accelerate brand category/brand growth? opportunity? CATEGORY CONSUMERS CHANNELS BRAND What media touch-points will drive What current, latent, or new brand relevance? brand equities will accelerate brand differentiation?
  23. 23. Brand Compass: Category 23 For decades American women have quarantined themselves in bathrooms to cover their grey hair and disguise their age. It is a ritual of necessity and is not typically seen as beautification. Hair coloring is a mature and traditional business - think dept store - merchandising in-store is cluttered and difficult. To some extent, manufacturers over-compensate for the unemotional purchasing and application process by continually discounting the product. Inherently making the buyer/user less loyal and therefore, all brands are the same product. Our challenge is to reframe At-Home hair color as the ultimate transformative beauty tool designed for today’s modern and beauty-involved woman. Simultaneously elevating NNE as the standard of beauty excellence. CATEGORY CONSUMERS CHANNELS BRAND
  24. 24. Brand Compass: Consumers 24 She has accomplished and achieved a lot - job to career, child to family, dwelling to home, savings to investments…Society expects a lot from her - roles, responsibilities, etc, and she knows how to deal with it. She knows she’s a beautiful person - holistically - but she would love to sneak moments to indulge and transform herself into the reflection of beauty she aspires to. She needs an expert and leadership brand that has a distinct POV who is not afraid to speak to her on her terms. Help her release her individual colorful self… CATEGORY CONSUMERS CHANNELS BRAND
  25. 25. Brand Compass: Brand 25 CATEGORY CONSUMERS CHANNELS BRAND Currently NNE is “a brand I love” because of its sturdy, reliable and traditional positioning as a functional-benefit-led product. Even though we’ve seen progress in equity, the perception of the brand hasn’t really changed dramatically over the years even though women’s attitudes and behaviors have. NNE as a brand is fragmented further along individual variants, each designed for a specific ‘problem’, where the role of its parent brand, Clairol, is ambiguous. NNE does not currently have as clear an articulation of its emotional benefit(s) as it does its functional.
  26. 26. Critical Brand Compass: Channels 26 CATEGORY CONSUMERS CHANNELS BRAND Traditional broad-reach mediums - TV, print - are the usual suspects to communicate to users new news: shades, discounts, etc. It is a standard stream of clutter from each brand that creates confusion…its one-size (problem) fits all. Beauty is individualistic. Color is personal. A migration to more one-to-one, personalized, and customized solutions offers white space to become a Beauty Leader. Clairol’s CRM program has become a significant differentiator breaking the established media pattern.
  27. 27. Brand Compass: Summary 27 At-Home hair colorants are products “I need a brand that will give me that women learn how to use. She permission to be more of myself, to sees them as all the same. champion my personal beauty quests.” CATEGORY CONSUMERS CHANNELS BRAND Isn’t time you called her by her first She loves you but can live without name? You’ve know her long enough you. She identifies you as a to develop a more intimate product before a brand. relationship.
  28. 28. Plotting the current direction 28 STATIC Acceleration Rating: Leading Love Innovation v Beauty Challenging Accept Following Ambivalent CATEGORY CONSUMER Receding RELEVANCE AFFINITY Negative CHANNEL BRAND Disengaged STRENGTH Product OPTIMIZATION Passive Price Receptive Promotion Engaged Idea
  29. 29. Making ‘The Brand Shift’ For Nice ‘N Easy 29 New Brand Direction The “DIY” Tool Current Brand Direction
  30. 30. How Do We Get There? 30 New Brand Direction Creative Current Activation Brand Direction Driving Idea
  31. 31. Nice ‘N Easy Driving Idea Brief New 31 Brand Direction Driving Target Mindset: (Emotional Driver) Driving Driving Brand Promise: Idea Driving Brand Rationale: Current Brand Direction
  32. 32. Nice ‘N Easy Driving Idea Brief 32 Driving Target Mindset: “Colorful Personalities” Women, early thirties to late forties who are confidently expressing a new side of their individual beauty. She is ‘in between’ being young and becoming mature, yet she will always feel younger than her age. Age is not a barrier, her true colors, expressions, truths and beliefs are the essence of the woman she desires to be - from mom, to pal, to friend, to sister, to prankster…she’s a kaleidoscope of emotions.
  33. 33. Nice ‘N Easy Driving Idea Brief 33 Driving Target Mindset: “Colorful Personalities” Driving Brand Promise: Nice ‘N Easy - “Simply Fabulous Color. Beautiful You.”
  34. 34. Nice ‘N Easy Driving Idea Brief 34 Driving Target Mindset: “Colorful Personalities” Driving Brand Promise: Nice ‘N Easy - “Simply Fabulous Color. Beautiful You.” Driving Brand Rationale: Products designed to fit into her life
  35. 35. Nice ‘N Easy Driving Idea Brief 35 Driving Target Mindset: “Colorful Personalities” Driving Driving Brand Promise: Idea ? Nice ‘N Easy - “Simply Fabulous Color. Beautiful You.” Driving Brand Rationale: Products designed to fit into her life
  36. 36. Nice ‘N Easy Driving Idea Brief 36 The Color of Beauty Driving Target Mindset: “Colorful Personalities” Driving Idea: Driving Brand Promise: COLORWONDERFUL! Nice ‘N Easy - “Simply Fabulous Color. Beautiful You.” Driving Brand Rationale: Products designed to fit into her life The “DIY” Tool
  37. 37. 37 REVIEW OF EQUITY PYRAMID
  38. 38. Nice ‘N Easy Equity Pyramid Evaluation 38 EFFECTIVE LEAST EFFECTIVE • Consistency of language,message,benefits • Not beauty-focused: imagery, language, aspiration • Functional direction lacks energy, emotion of beauty • Internal alignment (w/in P&G Beauty) • Lack of leadership/expert credibility • Comprehension of messaging by target/user • Inability to invoke beauty emotion in favor of transformative approach • Appropriate with brand life cycle • Current tone/direction of “nice” and “easy” is formulaic and less premium - build to “cleverness” and “intelligence” • Warm with Wit • One-way communication vs dialogue • Functional hair care - coloring - styling • Color of color as it pertains to image, hair, beauty, etc
  39. 39. Nice ‘N Easy Equity Pyramid Evaluation 39 •Color needs a more prominent role, identification, and more energy than we currently have assigned it  Create higher level of aspiration, a more interesting/rewarding experience, a stronger emotional attachment and affinity •“Warmth with Wit” is descriptor at best, what does it really mean for color and beauty transformations? •Redefine the essence and applicability of “easy” and “simple”  Easy to become a function of intelligence, cleverness; simple a function of precision, design, fun, active vs passive…not a functional attribute or quality – Align “easy” and “nice” with future/new brand direction(s) not product •Every woman wants (not “needs”) to feel beautiful •Progress towards beauty and premium-ness vs functionality •Appeal to her true dreams and aspirations •Reframe the “War against Gray” as a battle she can win •Hair care and color is beauty-involved and so are our users and potential users
  40. 40. Current Nice ‘N Easy Equity Pyramid Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives. 40 Her Life: She doesn't have time for complicated beauty routines but doesn’t want to compromise her haircolor either. She wants to keep it simple and natural-looking. Overall After she colors she feels renewed and confident; Equity: this allows her to focus on what’s most important in her life. Incredibly natural looking color that’s simple for me Building Blocks Her Hair: She wants to easily achieve a beautiful, natural look POD Brand Benefits in Priority Order – the ultimate compliment is that 1/ Superior natural-looking color with dimension she (not just her hair) looks 2/ Easy to use beauty innovations great. 3/ Superior gray coverage Emotional benefit: Renewed, ready to face the world POP Brand Benefits No conditioning or long-lasting tradeoffs Brand Character Refreshingly authentic. Warm with wit. Design Theme: Work in Progress Equities which Consumers Experience: Internal Strategic What Consumers •Brand Look: Lively, modern beauty that’s easy. Experience •Spokespeople: Aspirational beauties with both a sense of self and a sense of Choices humor •Executional Elements: Interaction/relationship with others, emotional transformation
  41. 41. Nice ‘N Easy Equity Pyramid Opportunities Are they still relevant? What about multicultural images? Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives. 41 Opportunity to to re-frame her life style: need for 1 permission, sisterhood, self-involvement Her Life: She doesn't have time for complicated beauty routines but doesn’t want to compromise her haircolor either. She wants to keep it simple and natural-looking. Overall After she colors she feels renewed and confident; Equity: this allows her to focus on what’s most important in her life. Incredibly natural 2 looking color that’s 4 simple for me Opportunity to ‘dial up’ the role of color as it relates to beauty Building Blocks Her Hair: She wants to easily achieve a beautiful, natural look POD Brand Benefits in Priority Order 3 – the ultimate compliment is that 1/ Superior natural-looking color with dimension she (not just her hair) looks 2/ Easy to use beauty innovations great. 3/ Superior gray coverage Emotional benefit: Renewed, ready to face the world 5 Opportunity to start a more enriched dialogue POP Brand Benefits w/ her - natural looking cues, role of No conditioning or long-lasting tradeoffs Opportunity to connect w/ her - colors/shades Brand Character Dimensionalize “WWW” 6 Refreshingly authentic. Warm with wit. Opportunity to create a role for the brand Design Theme: Work in Progress AFTER the product is consumed Equities which Consumers Experience: Internal Strategic What Consumers •Brand Look: Lively, modern beauty that’s easy. Experience •Spokespeople: Aspirational beauties with both a sense of self and a sense of Choices humor •Executional Elements: Interaction/relationship with others, emotional transformation
  42. 42. Revised Nice ‘N Easy Equity Pyramid Strategic Target: Women seeking beautiful natural-looking haircolor fitting simply into their lives. 42 1 Her Life: Complicated beauty routines require sacrifices she cannot make frequently. She really needs intelligently designed beauty applications and expert advice to simply keep her looking natural beautiful Overall Equity: As she colors she subconsciously transforms, feeling renewed and more confident. It can be a refreshing moment allowing the physical, mental, 2 4 spiritual to align. She emerges a ‘shade braver’. Simply Fabulous color. Beautiful You. Annette Benning, Norah Jones, Vanessa Building Blocks Williams, Vera Wang, Selma Hayek, Ellen D Her Hair: She wants to easily achieve her unique beautiful & POD Brand Benefits in Priority Order 3 natural look – the ultimate 1/ Superior natural-looking color with dimension compliment is that she (not just 2/ Easy to use beauty innovations her hair) looks great. 3/ Superior gray coverage Emotional benefit: Color changes everything! 5 POP Brand Benefits No conditioning or long-lasting tradeoffs NO CHANGE Brand Character 6 Refreshingly authentic. Warm with wit. Design Theme: Work in Progress Equities which Consumers Experience: Internal Strategic What Consumers •Brand Look: Lively, modern beauty that’s easy. Experience •Spokespeople: Aspirational beauties with both a sense of self and a sense of Choices humor •Executional Elements: Interaction/relationship with others, emotional transformation

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