Bobbi Brown’s logo is simple, recognizable, and strong. The capital letters
manage to capture a sense of powerful softness, which speaks to the strong,
natural femininity the brand seeks to promote in its consumers.
Owned by L’Oreal Paris.
The Lancôme logo is simple, chic, and sophisticated much like the product offered.
A rose is often incorporated into both the logo and the product packaging. Roses are a classic symbol of femininity, beauty and allure; all three of which are characteristics of Lancôme.
Competitive Analysis: Brand Elements For all 3 brands
This brand does not have a well-known repeated slogan, however their mission statement (and several advertisements) declare that their goal is to help women “believe in beauty”, and find their own individual beauty.
L’Oreal, which owns Lancôme, has the recognizable slogan, “ because you’re worth it.”
This brand’s slogans pull you in by speaking for women everywhere.
A campaign for the brand used the motto, “Pretty. Powerful.” , which was actually created by a consumer in a motto-writing contest.
Bobbi Brown wants women to feel confident, beautiful, and powerful while wearing her line of cosmetics.
Competitive Packaging: 3 Competitors
Lancôme’s packaging is sleek and
simple, using a consistent color scheme
of black, gold, white, and silver.
A rose, their symbol, is also incorporated in
Bobbi Brown packaging always focuses on the logo and product name, without including excess information that would clutter the simplicity of the package.
Cosmetics come in a glossy black box, almost always using white lettering. The container for the product usually mirrors this black/white color scheme, however for face lotions the writing is sometimes black while the product acts as the white background.
Store Visuals: 3 Competitors
Brand Colors & Price 3 Competitors
Lancôme uses mostly gold, black, silver and white in their packaging and type.
In advertisements a pale pink is often incorporated along with the rose image.
Lancôme prices are very varied depending on the product.
Eyeshadows are $17, Juicy Tube Lip Glosses are $18, Volumizing Mascara is $25, firming/lifting lotion is $110, and replenishing lotion with SPF 15 is $140.
Bobbi Brown’s main color scheme is black and white. However, when she does not use her
signature black and white coloring for certain campaigns or special occasions, she uses colors that
are eye-catching to her customers.
Bobbi Brown’s prices are very varied depending on the product
Her Tinted Lip Balm is $18, her top rated Bronzer Powder is $33, Modern Classic Lip and Eye Palette is $75, Brightening Lip Gloss is $22, and Bobbi’s Skincare Basics is $90.
Lancôme- ”Lancôme is a trusted cosmetics and skincare brand, that believes in the beauty of women, and seeks to enhance it through a high quality variety of products, and service that makes each woman feel comfortable and worthy of being beautiful.”
Bobbi Brown- “Through Bobbi Brown Cosmetics, Bobbi enables every woman to enhance her unique beauty. With straightforward, easy-to-use cosmetics in timeless hues, all formulated to create a smooth, natural, and healthy appearance.”
Create a Feature & Benefit table for the 3 competitors.
Support your research by showing us an example of the ads TV or print that lead you to report positioning statement created.
Beautiful Quality Products
Slide 9 Brand Promise
Only Brand?)_ promises (sweet spot?) to (target audience?).
Slide 12 Brand Spokesperson/Mnemonic
Brand Insistence will be created using the Brand Insistence Model plan on this slide
Slide 13 Advertising traditional
Must include Motto for campaign
Where will ad run? Why/(Be specific)
Slide 14 Promotion Internet
Where will promo be?
Specifics idea for success
Slide 15 Public Relation/Sponsorship/Endorsement
Events with media/Target Group
Internet events with media/target group
Sponsorship of local causes
Endorsements of activities important to your target that will create emotional connection