Uncovering trends in men's skincare packaging (Simon Duffy - Bulldog Natural Skincare)


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- How packaging helps to create and build a strong brand
- Researching and gaining insights into trends, men’s emotions and behaviour to design “must have” packaging
- Expanding internationally and ensuring your packaging translates across cultures
- Creating packaging that attracts attention and motivates buyers to pick up your product in retail outlets
A presentation by Simon Duffy - Founder - Bulldog Natural Skincare

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Uncovering trends in men's skincare packaging (Simon Duffy - Bulldog Natural Skincare)

  1. 1. Simon Duffy November 2012 STRICTLY PRIVATE & CONFIDENTIAL
  2. 2. Introduction To BulldogSection 1 STRICTLY PRIVATE & 2 CONFIDENTIAL
  3. 3. HistoryWe founded Bulldog in 2006 and launched exclusively with Sainsbury’s inJuly 2007 Background Mission To build the most exciting male grooming brand in the world Male Natural Grooming•  Two outsiders to the category•  Firm believers in natural ingredients and an ethical approach•  Bulldog now stocked worldwide STRICTLY PRIVATE & 3 CONFIDENTIAL
  4. 4. How Packaging Defines A BrandSection 2 STRICTLY PRIVATE & 4 CONFIDENTIAL
  5. 5. Natural Brands Are Not Focused On Men STRICTLY PRIVATE & 5 CONFIDENTIAL
  6. 6. Brands Swim In A Sea Of Sameness STRICTLY PRIVATE & 6 CONFIDENTIAL
  7. 7. Too Much Of A Unisex Compromise STRICTLY PRIVATE & 7 CONFIDENTIAL
  8. 8. Mainstream Brands Get It WrongThere is a lack of imagination in the male skincare category Commoditized View of Men Generic Approach to Marketing STRICTLY PRIVATE & 8 CONFIDENTIAL
  9. 9. Bulldog Has A Differentiated OfferingWe believe that we are uniquely positioned within the world of men’sskincare and that we introduce new consumers to the category Natural andUnisex Compromise Shave Heritage Active Men Straightforward•  Famous feminine •  Traditionally offer •  An outdoors/sporting •  Clearly masculine and skincare expertise shave products, but focus with designed by men for offering “For-Men” have entered skin in environmental men variants an effort to build interaction as a key regime theme •  Strong view on•  A very crowded part of ingredients and with the market place •  For a long time these •  Lack the expertise of very clear values types of products have the unisex brands, but•  For a group of disappointed through also fail to offer a •  Easy for men to shop shoppers this is poor performance and perspective on and understand appealing confusing multiple ingredients•  How far can it stretch? packaging iterations STRICTLY PRIVATE & 9 CONFIDENTIAL
  10. 10. Meet The BulldogThere were hundreds of male grooming products out there, but for usthey just weren’t cutting the mustard STRICTLY PRIVATE & 10 CONFIDENTIAL
  11. 11. Man’s Best Friend Connect with men by being masculine and strong Need a The reality of personality to the category is engage with that it must be men Man’s caring emotionally Best Friend As an ethical company we Concerned must at all about what times be you put on reliable and your skin responsible STRICTLY PRIVATE & 11 CONFIDENTIAL
  12. 12. Ingredient QualityAt Bulldog we have very strict controls and policies in place that governour use of ingredients The Very Best Natural ingredients Commentary •  Bulldog products never contain parabens, sodium laureth sulfate, artificial colours or synthetic fragrances •  Instead, Bulldog products are packed with essential oils and other natural actives •  We have only ever used naturally derived surfactants and are committed to ongoing product improvements over time •  All ingredients suppliers must confirm their commitment to the integrity of their raw materials including their lack of animal testing STRICTLY PRIVATE & 12 CONFIDENTIAL
  13. 13. Openness and Transparency STRICTLY PRIVATE & 13 CONFIDENTIAL
  14. 14. Third Party Awards & AccreditationsBulldog continues to win key awards and accreditations STRICTLY PRIVATE & 14 CONFIDENTIAL
  15. 15. Meet The Bulldog STRICTLY PRIVATE & 15 CONFIDENTIAL
  16. 16. We’re Still LearningSection 3 STRICTLY PRIVATE & 16 CONFIDENTIAL
  17. 17. Development Of The Look And FeelWe have consistently improved our packaging and the presentation ofour brand over the last four years Gen 1 – July 2007 Gen 2 – July 2008 Gen 3 – January 2011 STRICTLY PRIVATE & 17 CONFIDENTIAL
  18. 18. The Bulldog Range Today STRICTLY PRIVATE & 18 CONFIDENTIAL
  19. 19. Moisturiser Is Our Focus STRICTLY PRIVATE & CONFIDENTIAL
  20. 20. The Route To International ExpansionSection 4 STRICTLY PRIVATE & 20 CONFIDENTIAL
  21. 21. Bulldog Is Growing Strongly At HomeOur goal in phase one was to focus on our home market and build asustainable platform for international expansionMen’s Facial Products Value Growth last 52 Weeks40.0% 34.6%30.0%20.0%10.0% 7.1% 2.5% 1.0% 0.0%-10.0%-20.0% -17.5%-30.0% Bulldog Nivea Market LOreal GilletteSource: IRI sales data for 52 weeks ended 8 September 2012 STRICTLY PRIVATE & 21 CONFIDENTIAL
  22. 22. Selected Retailer Launch Timeline July 07 July 08 Aug 08 Feb 09 Feb 10 June 10 Sep 10 April 11 Oct 11 Feb 12 Mar 12 Nov 12United Kingdom SwedenInternational Sweden USA Norway New Zealand Sweden Germany Spain Australia Denmark Australia STRICTLY PRIVATE & 22 CONFIDENTIAL
  23. 23. Bulldog Natürliche Hautpflege STRICTLY PRIVATE & 23 CONFIDENTIAL
  24. 24. Creating Packaging That Attracts AttentionAnd Motivates BuyersSection 5 STRICTLY PRIVATE & 24 CONFIDENTIAL
  25. 25. Example Shelf Plans - UKWe are well distributed in the UK across quality mainstream retailers Waitrose - Grocery Boots - Health, Beauty & Pharmacy STRICTLY PRIVATE & 25 CONFIDENTIAL
  26. 26. Example Shelf Plans - USABulldog launched in one Whole Foods region in June 2010, and is nowfound in every region Whole Foods, New York Whole Foods, Boston STRICTLY PRIVATE & 26 CONFIDENTIAL
  27. 27. Example Shelf Plans – Spain & AustraliaSpain and Australia are our two newest export markets. El Corte Inglés, Madrid Woolworth’s, Melbourne, Australia STRICTLY PRIVATE & 27 CONFIDENTIAL
  28. 28. Example Shelf Plans – SwedenBulldog is very well established in Sweden and we will be expandingacross Scandinavia during 2013 Kicks, Stockholm Apotek Hjärtat, Gothenburg STRICTLY PRIVATE & 28 CONFIDENTIAL
  29. 29. Brand Building Through Packaging IdeasSection 6 STRICTLY PRIVATE & 29 CONFIDENTIAL
  30. 30. Other Opportunities To Tell Your StorySeasonal is a key selling period in the men’s skincare market thatpresents a number of challenges and opportunities for small brands STRICTLY PRIVATE & 30 CONFIDENTIAL
  31. 31. Using Our Pack As A Marketing PlatformOur Original Moisturiser is our best seller and we have used this productto celebrate good causes or empower brand partnerships Dave TV Channel British Legion Poppy Appeal STRICTLY PRIVATE & 31 CONFIDENTIAL
  32. 32. Alternative Distribution Ideas400,000 men shop in Burton every week. Bulldog display units by the tills Burton Menswear UK STRICTLY PRIVATE & 32 CONFIDENTIAL