Skin Colors Of Benetton


Published on

work for Marketing Across Cultures class. We were supposed to create a new product for a brand and a strategy to implimment it. I created a cosmetic line for United Colors of Benetton.

Published in: Business, Health & Medicine
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Skin Colors Of Benetton

  1. 1. inside SkinColors of Benetton.
  2. 2. Benetton Group The Benetton Group was found in 1965 by Luciano, Giuliana, Gilberto and Carlo, all members of the Italian family Benetton. The first store opened in 1968 in Belluno, Italy, nowadays the company has 5500 stores spread over 120 countries. The Benetton Group works in the business of fashion with five different brands: United Colors of Benetton (UCB), Undercolors of Benetton, Sisley, Killer Loop and Playlife. The profits accomplished by the company have been rising in the last years (as you can see by the table below) and it employs nearly 9000 persons. Year 2007 (a) 2006 (a) 2005 (a) 2004 (a) 2003 (b) Revenues (million euro) 2,085 1,911 1,765 1,704 1,859 Net Income (million euro) 145 125 112 109 108 1 United Colors of Benetton is the biggest brand, working not only in textile industry but also with all kinds of merchandize, from accessories, luggage and perfumes to home products. UCB is also the brand with more sales in to the company. 2 United Colors of Benetton offer clothes for adults and children, as well as pre-natal. Under Colors of Benetton is an extension of UCB and provides underwear, beachwear and sleepwear; it has nearly 500 stores worldwide, but is also sold in some UCB stores. In May 2005 UCB signed a contract with Selective Beauty to ensure the distribution of a new product, United Colors of Benetton perfumes on perfumeries and leading department stores. Next step for UCB is another extension of the brand on a line of cosmetics and body care to be distributed worldwide in UCB stores. The name of the brand: SkinColors of Benetton. 1 In 2 In
  3. 3. Benetton Campaigns3 Benetton has a unique form of advertising their brand; it is among institutional, social and commercial publicity, undefined. Unlike all the other brands of clothing their campaigns are not about the clothes but social issues like racism, poverty, aids or pollution. Benetton campaigns will most likely create controversy, the name of the brand is discussed on the media, more important when people discuss these social problems they mention Benetton’s campaigns and also get aware to these social causes. This kind of advertisement worked for UCB (as we can see by their sales) for more than ten years now and the key word is value, brand’s identity made the products secondary. Benetton is already an established brand and customers are used to their advertisement campaigns, you can tell it’s a UCB even without seeing the green logo. Benetton does not do only what they call institutional campaigns, they also do regular campaigns for spring/summer and autumn/winter collections, they actually been lowering the rate, for example the last institutional campaign before the one launched this year was in 2004. Some even say that Benetton is trying to be less controversial because of their partner in America the Sears. Benetton describes their campaigns in three phases:  Difference – The first controversial ads (Priest kiss Nun 1986), Benetton wanted to break the differences and unite the world under the flag of Benetton.  Reality – in 1991, the most controversial phase with campaigns about birth, aids, the Gulf War and violence, most of the media refused to print their campaigns. Benetton received critics, protests and awards.  Free Speech and the right to express it - This phase involves all the last campaigns by Benetton, again Benetton tried to use reality. Recently the last campaigns have been collaborating with help programmes that support developing countries with issues like hunger and micro credit, In their last campaign Microcredit Africa Works4 they support a programme called Birima. Birima was founded in Senegal by one of the most famous singers in Africa Youssou N’Dour. This programme encourages workers with micro credits to develop small businesses or jobs like textile sellers, fishermen’s or musicians. This 3 Some pictures of campaigns are available at the end of this document. 4 Picture of the campaign at the end of the document.
  4. 4. campaign was designed by FABRICA. Advertising for Benetton Group does not appear just as plain advertising with campaigns in magazines and outdoors, they have Colors Magazine, they have sponsorships in sports (Benetton Basket, Benetton Rugby, Sisley Volley and also in Formula 1), the Benetton Foundation and of course FABRICA. FABRICA was created in 1994, in Italy, it is a research centre that supports creative work in areas as diversified as photography, publishing (the magazine Colors), design, music, cinema, Internet and design. Fabrica in Italian means industry. Benetton believes in innovation, both on the processing of their products and on its advertising, so they relay their communication on FABRICA since the year 2000.
  5. 5. Food for Life [2002] In the year 2003 United Colors of Benetton joined the World Food Programme to develop the campaign Food For Life. This campaign consists in a series of photos taken by James Mollison in different countries about the importance of food. Food means life when poverty crisis lead to 820 million people hungry just in developing countries. This was the second campaign done by James Mollison to UCB, he studied Art and Design and Documentary Photography and born in 1973. The pictures were taken in different countries and defend the same cause fight hunger in different aspects. Food for Work - Afghanistan Basmina, 15, is now free to find work in Kabul. Food aid supports her while she looks for a job.
  6. 6. Basima, 16, is supported with food aid in Afghanistan. She now hopes to find work as an embroiderer in Kabul. Food for Education - Afghanistan Haroun, 6, and Arzo, 7, are among 1, 300 pupils at the Ashuqan and Arifan School in Kabul, Afghanistan, who receive free bread every day. School feeding encourages families to send their children to class. Masoud, 12, and Kamila, 13, are among 1300 pupils at the Ashuqan and Arifan School in Kabul, Afghanistan, who receive free bread every day. School feeding encourages families to send their children to class. Food for Peace – Sierra Leone Momo, 60, and Rose, 22, fought on fought opposite sides of the civil war in Sierra Leone. Food aid encouraged the disarmament process and they, and other ex-combatants, now receive rations while retraining as tailors.
  7. 7. Amie, 25, and Abdullah, 50, fought opposite sides of the civil war in Sierra Leone. Food aid encouraged the disarmament process and they, and other ex-combatants, now receive rations while retraining as tailors. Food to go Home – Afghanistan Aqulmina, 9, and Mahjabina, 11, return home from years of exile in Pakistan. Food aid supports their resettlement and millions of other Afghan refugees. Benazir, 8, receives rations on her Panah, 12, is one of nearly 2 million return to Afghanistan after years of refugees who are supported with exile in Pakistan. food in Afghanistan.
  8. 8. Food for Stability - Guinea Mawater, 7, receives food aid in Kola Refugee Camp, Guinea, after escaping the civil war in Liberia. Food for Protection – Sierra Leone Agnes, 18, is encouraged to learn about HIV at a sex education project for prostitutes and abused women in Freetown, Sierra Leone.  The main challenge to this campaign was helping the World Food Programme, an extension of United Nations that fights the global issue of hunger.  This campaign was target to men and women over 16, especially young adults.  The marketing objective is hard to describe in this kind of advertisement, of course UCB expects to get something in return from the public. As a
  9. 9. campaign it works mostly as a divulger of the brand, not only UCB as a fashion clothing store, but also as an activist company, concerned about global issues. Again is in the interest of the brand’s value. The public aimed by Benetton is also intellectually sophisticated enough to stop assailing them with buy now type id advertisements5.  The advertisement theme was Global Hunger and the concept of the campaign was created by FABRICA under the theme Food. Food is crucial to life, nowadays every 5 seconds someone dies from causes related to food. By supporting the World Food Programme we are not supporting those who need the food we are creating the basis to let them live their life’s independently from any food programme.  UCB launched the campaign in magazines, newspapers and outdoors in 30 countries. This campaign for UCB was just a piece in the strategy of FABRICA about food, it was also published a book 2398g and the magazine Colors 54 Food also addressed the topic of Hunger, deepening on the personal stories of the campaign. It was also created a website for this campaign: The budget was of 15 million euros.  The campaign started on the 13th of February, in Ponzano, Italy. It was implemented with a press conference with Alessandro Benetton (chairman of the company), James Mollison, James T. Morris (Executive Director of the United Nations' World Food Programme) and the famous activist Patti Smith. 5 In
  10. 10. SkinColors of Benetton SkinColors of Benetton is an extension of United Colors of Benetton dedicated to cosmetics, a new line of products with the quality standard of the Benetton Group. The new products are: body lotion, body spray, face moisturizer, hand cream, make-up removers and make-up (mascara, lip-stick, eye-shadow, face powder, nail polish). In the next summer also sun protectors. This new line of products has the approval of PETA due to its quality, not animal tested and environmentally friendly production. Logo: Slogan(s): Coloring is caring. Marketing objective: present the new brand SkinColors of Benetton; In 2004 the name of Benetton was involved in a scandal about mulesing on sheep in Australian wool industry, it was falsely claimed that Benetton was involved on sheep breeding in that country. These allegations were made by PETA and some boycotts towards Australian wool and Benetton took course. This campaign also establishes that Benetton values preserve nature and all beings, and does not support any unethical treatments on animals, like animal testing. Target Population: Women, over 17, in Asia and Europe 6 6 Sales by region from the Benetton Group
  11. 11. Advertising theme: the advertising theme will be the new brand, violence against animals and the support in natural disaster crisis. So, there will be three different themes and photos in the campaign. 1. Differences - Again Benetton approaches the racism issue. Two white woman with different make-ups under the text: they have different colors. The same with two black woman and Asian. For instance… Billboards of this kind would be placed in Mong Kok and Tsim Sha Tsui in Hong Kong Central. 2. Natural Disasters Aid – A picture of a nurse treating a child under the slogan coloring is caring. Because a part of the profits accomplished by SkinColors of Benetton will always be reverted to help tragedies related to natural disasters, like the earthquake in China this year. That’s why the company will launch the brand there. 3. Against animal testing – Picture against animal testing, still in evaluation. Monitoring of the campaign: with interviews and research. 7 This image belongs to M.A.C.
  12. 12. Media plan: Our campaign will be launched with the opening of the first store of SkinColors of Benetton in Hong Kong. There will be a press conference with Alessandro Benetton and presence by PETA. The website for this campaign will be promoted as well in the magazine Colors with a special number about animal testing and cruelty against animals. If the brand accomplish our purposes we will open more stores worldwide, otherwise it will be sold at UCB stores. Next spring a new campaign for SkinColors of Benetton will be released under the occasion of the launch of the sun protector.
  13. 13. Other Campaigns by Benetton Priest and Nun (1986) by Oliviero Toscani Bird (1992) by Steve Mc Curry Hearts (1996) by Oliviero Toscani
  14. 14. Microcredit Africa Works (2008) by James Mollison Work done by: Andreia, Portugal
  15. 15. for Marketing Across Cultures and English and Global Marketing