Think BeautyExpert Panel/Think Tank WORKING CONCEPT - V1.0 February 2007
BackgroundGrey Worldwide is the largest beauty advertising agency in the world with 40+years of acclaimed creative achievement. An accolade in need of strategicrepositioning to reaffirm our leadership thinking and creative expertise andaccelerate new business.NPD and Credit Suisse anticipate the $200B global beauty market willcontinue to grow driven by aging Boomers, ethnics rising, and higher incomelevels of women. With over seventy-five percent of women using basic beautyproducts, marketers are challenged more than ever to appeal to many differentconstituencies simultaneously.Grey Worldwide has an opportunity to elevate its profile by creating adistinctive beauty-focused, globally-informed forum. Rather than simply jointhe debate as to what beauty is, our focus should be what beauty is becoming.
ObjectivesIncrease Grey’s visibility as the Beauty agency, creative expert, and strategicleader. Create a strategic product to leverage new sources of revenue. – Create the new cultural forum for the advancements of beauty beliefs - defining a new culture of beauty inspired by new generations.In partnership with other key industry-leading practitioners, Grey can act aspivotal facilitator, leveraging its global strengths to explore the dimensions ofbeauty and where it is evolving.Focusing on human behaviors, motivations, attitudes, behaviors, and theirconnection points will validate the rigors of our credibility.
ChallengeEstablish Grey as the Beauty expert in a world of experts; gain industry respect forour strategic and creative competencies and Best In Class management capabilities. – Create an industry-wide recognized icon – Become recognized experts commenting on news, events, pop culture, etc – Establish thought leadership with new products, publishing • June 20003/Euro RSCG authors “The Future of Men: Attitudes & Ambitions of the 21st Century Male” and hypes the notion of ‘metrosexuality’ – 1.6MM Google results • September 2004/Dove publishes a commissioned study: “The Real Truth About Beauty, A Global Report” and creates a continuing dialogue with users and a wider debate (agency: O&M) – 1.3MM Google results
OpportunityCreating distinctive and iconic products within the beauty and “image-care” willallow Grey to expand its range of beauty expertise to related industries and lifestyle categories who do not currently seek our talents. Programming Digital Interactive Editorial Originality
The Dollhouse Collective A Beauty consortium designed by Grey Worldwide
PurposeThe Dollhouse Collective intends to be a global collaborative beauty-focused thinktank designed and maintained by Grey, utilizing the expert opinions andexperience of related agency (Grey & WPP) partners.The forum will seek to advise, inform, and provide critical understanding as itrelates to beauty and consumerism; providing new solutions and creativedirections for our clients, the brand’s users, and constituents.The Dollhouse Collective will lead thought on the subject of beauty - as itdisplayed and scrutinized, fostering debate and creating unique points of view.
Aperture POP CULTURE MRKTING EXPERTS Beauty as the highest CULTURAL expression of Individuality EXPERTS R WPP ME NSU CO GREY AGENCIES
Rooms of Expertise POP CULTURE STUDIES FEMALE SEMIOLOGY IMAGE ANTHRO WELLNESS SPIRITUALITY CONSUMER MATURITY/AGE DEFIANCE POLITICS POP CULTURE DESIGN FASHION
Coverage London Paris NYC Milan Tokyo LA Shanghai UAE Vietnam Rio Cape Town
PilotReview our historical beauty work to design a theory or unique POV as it relates tocurrent directions, principles, values of beauty (e.g. unlike Dove). – Our large data base of beauty visuals and creative is an asset – POV is scalable to span the continuum of beauty: cosmetic to wellness – Creates a benchmark for future analysis – Low cost initiative
Implications• What role should Grey play in developing a community-based property? – Physical and financial resources• Success criteria – How do we evaluate the correct measures/attributes of success, and over what period of time?• Time frame of due diligence required and ‘hurdles’ to meet – What are the expectations?