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BUILDING
MAKEUP
BRANDS
THROUGH
INTRINSICALLY
ENGAGING
NARRATIVES ™
Hi! My name is Constantinos
Pantidos and I believe that
companies could improve
people’s lives even more
effectively if th...
We do not just buy
makeup. By integrating
intrinsic functionality with
predefined meaning we
create and express the
master...
Underlying all behavior
are fundamental
motives, evolutionarily
preserved mechanisms
that enabled us to
survive and thrive
Put a raster….
Biological Value Brain &
Body
Systems
Cognitive
Operations
Psychological
States
Human
Morality
Behaviour
Re...
As abundant and
varied as our
emotions are,
they all stem
from our
fundamental
human motives
Our psyche consists of a code
Successful brands
coherently express
the very patterns
of our psyche
Using , for the first time, a
multidisciplinary approach,
including workshops with
clients, brand communication
decoding, ...
The motives are presented in
order of increasing relative
importance in line with their
power to influence our
buying deci...
SHELTERING: On an
initial layer of
motivation, makeup
protects us from the
indiscretion of the gaze
of the others and the
...
Offering coverage from
the fear of exposing
the real self, makeup
protects our deepest
thoughts and feelings
SELF-DISCOVERY: On a
deeper layer of
motivation, makeup
enables us to
experiment. Trying
many faces on, playing
new roles,...
DEFIANCE: More significantly,
embedding the capacity of
makeup to make us look and feel
unconventional, uncompromising
and...
By its very nature, makeup
draws attention to oneself,
helping one to assert oneself,
defying the rules, provoking,
speaki...
HOMOGENEITY: On a deeper
level, what motivates people to
buy makeup products is the
reassurance it offers facing a
destabi...
Putting a face on, day
after day the desired
and always attained
result is to look like
everyone else,
reassuringly blendi...
PLAYFULNESS:
Embedding the
seemingly superfluous
and purposeless nature
of makeup into their
narratives, some brands
allow...
The essence of
makeup is to be alive,
vivid, vibrant, flirty,
tantalizing, teasing,
artificial, colourful.
Makeup is a
fine device of
life, a spectacle
of the self
DESIRABILITY: On yet
another layer of
motivation, makeup
products sell because
they promise intimate
relationships and
sen...
Thinking of the actual effect
of one’s desired face on
others, makes one feel even
more desirable. Feeling
sexier in a nic...
OBLIGATION: Makeup gives
the impression to oneself and
others that if one can control to
perfection one’s image, one can
c...
Physical perfection is achieved by
comparing it to the benchmark
and the standards. By adhering to
the social norms throug...
REINVENTION: Makeup
gives us the opportunity of
continuously renewing the
possibilities, continuously
constructing and exp...
In order to become one’s
mask, makeup is worked and
reworked in depth as the artist
seeks to find essence. The user
has to...
EMPOWERMENT: On a yet
more profound layer of
motivation, makeup does not
only reinforce the limits of the
self, but it als...
It is intrinsically a tool of
aggression (as all masks
are), an unmistakable
proof of our will. For isn’t
everything in li...
SECURITY: In yet another motive
underpinning its success, into a
confusing world, makeup brings
security and gives us a be...
METAMORPHOSIS: On the
innermost layer of human
motivation, we buy
makeup for its capacity to
change us both physically
and...
Putting makeup on, one
seeks to suspend oneself
The person wearing
makeup is readily
identified with the
person it represents
Makeup like all masks has
the power to transform
the wearer. As happens
with the best actors and
their roles, we ultimatel...
Leading
brands
coherently
express the
fundamental
human motives
driving their
category
CONNECT
CONTROL
The wheel of motives™
GROW
CARE
BALANCE
DESIRE
FEEL
SAFE
SEEK
PLAY
CREATE
DEFY
TRANSFORM
TM
BRAND AVIATORS...
Phase 1: Map the territory
The first phase of the methodology
deconstructs the fundamental human
motives driving the sales...
Phase 2: Give soul to your
brand
To be authentic and engaging,
narratives must always be sourced
from the core of the bran...
Phase 3: Enrich people’s
lives
Powerful strategies require effective
articulation. In this third phase, the
consumer propo...
Engage BRAND AVIATORS™
to help you:
1. (re)define your brand
based on human
fundamentals
2. align all brand
communications...
BRAND AVIATORS™ are trusted by some of the world’s
leading companies:
(Re)define your brand through
the human fundamentals if you
seek to:
• Deeply engage people locally
and across cultures
• ...
My mission is to help clients
around the world build
brands that liberate the very
forces of life. Contact me now
for a fr...
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Building Makeup Brands Through Intrinsically Engaging Narratives

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Did you know that makeup acts as a concretion of what we could be, means to hide from ourselves, vehicle of self-discovery, tool for surfing from one self to another, protector of our feelings, social normaliser, entry pass to the world, ready-to-wear mask which depersonalises the face, instant loveliness, tool of control, expression of our selfhood, original placebo, symbol of rebirth, daily recharger, tool of aggression, survival strategy and transforming agent? This pioneering research cracks the code of buying behaviour related to makeup and puts forward a framework for shaping brand strategy and for growing revenue.

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Building Makeup Brands Through Intrinsically Engaging Narratives

  1. 1. BUILDING MAKEUP BRANDS THROUGH INTRINSICALLY ENGAGING NARRATIVES ™
  2. 2. Hi! My name is Constantinos Pantidos and I believe that companies could improve people’s lives even more effectively if they had deeper human insight.
  3. 3. We do not just buy makeup. By integrating intrinsic functionality with predefined meaning we create and express the master narratives of our lives.
  4. 4. Underlying all behavior are fundamental motives, evolutionarily preserved mechanisms that enabled us to survive and thrive
  5. 5. Put a raster…. Biological Value Brain & Body Systems Cognitive Operations Psychological States Human Morality Behaviour Rewards Engagement To ensure we never forget our life- boosting forces, nature established an array of systems in our brain and made their satisfaction Intrinsically Engaging The pathways of human behaviour
  6. 6. As abundant and varied as our emotions are, they all stem from our fundamental human motives
  7. 7. Our psyche consists of a code
  8. 8. Successful brands coherently express the very patterns of our psyche
  9. 9. Using , for the first time, a multidisciplinary approach, including workshops with clients, brand communication decoding, motivational research, psychology and affective neuroscience, BRAND AVIATORS™ has studied and presents the fundamental motives underpinning buying behaviour related to makeup
  10. 10. The motives are presented in order of increasing relative importance in line with their power to influence our buying decisions
  11. 11. SHELTERING: On an initial layer of motivation, makeup protects us from the indiscretion of the gaze of the others and the external hostile world
  12. 12. Offering coverage from the fear of exposing the real self, makeup protects our deepest thoughts and feelings
  13. 13. SELF-DISCOVERY: On a deeper layer of motivation, makeup enables us to experiment. Trying many faces on, playing new roles, makeup helps us understand different aspects of our character, and ultimately escape from it, if only temporarily.
  14. 14. DEFIANCE: More significantly, embedding the capacity of makeup to make us look and feel unconventional, uncompromising and untamable some of the most successful brands mark the essence of makeup to react to the given, to the overly sanitized rational social order, as their own.
  15. 15. By its very nature, makeup draws attention to oneself, helping one to assert oneself, defying the rules, provoking, speaking up or standing out. What we essentially search for is to temporarily lose control in order to regain it.
  16. 16. HOMOGENEITY: On a deeper level, what motivates people to buy makeup products is the reassurance it offers facing a destabilising heterogeneity. The nature of makeup is to be a ready-to-wear mask, which depersonalises the face.
  17. 17. Putting a face on, day after day the desired and always attained result is to look like everyone else, reassuringly blending ourselves into the crowd
  18. 18. PLAYFULNESS: Embedding the seemingly superfluous and purposeless nature of makeup into their narratives, some brands allow us to take everything lightly, to take life as it comes.
  19. 19. The essence of makeup is to be alive, vivid, vibrant, flirty, tantalizing, teasing, artificial, colourful.
  20. 20. Makeup is a fine device of life, a spectacle of the self
  21. 21. DESIRABILITY: On yet another layer of motivation, makeup products sell because they promise intimate relationships and sensuous encounters
  22. 22. Thinking of the actual effect of one’s desired face on others, makes one feel even more desirable. Feeling sexier in a nice-looking face can be a big turn on for others which can thus be a big turn on for us.
  23. 23. OBLIGATION: Makeup gives the impression to oneself and others that if one can control to perfection one’s image, one can conquer anything, one is up to the job and of value to the company.
  24. 24. Physical perfection is achieved by comparing it to the benchmark and the standards. By adhering to the social norms through normalisation facilitated by the use of makeup we derive an increased sense of self-esteem, status and power. Subjecting our body to the disciplined rules of reconstruction we feel masters of ourselves.
  25. 25. REINVENTION: Makeup gives us the opportunity of continuously renewing the possibilities, continuously constructing and expressing our selfhood
  26. 26. In order to become one’s mask, makeup is worked and reworked in depth as the artist seeks to find essence. The user has to erase, disguise, pretend, to makeup, in a word to make her personality visible.
  27. 27. EMPOWERMENT: On a yet more profound layer of motivation, makeup does not only reinforce the limits of the self, but it also extends them. Makeup enables us to face powers more significant than ourselves.
  28. 28. It is intrinsically a tool of aggression (as all masks are), an unmistakable proof of our will. For isn’t everything in life a skill to persuade, to survive and develop?
  29. 29. SECURITY: In yet another motive underpinning its success, into a confusing world, makeup brings security and gives us a belief in progressive improvement towards perfection. Perfection comforts and reassures. Putting makeup on is a ritual that provides reassurance, a decision to have a new life from now on. Makeup creates the illusion of rebirth.
  30. 30. METAMORPHOSIS: On the innermost layer of human motivation, we buy makeup for its capacity to change us both physically and psychologically.
  31. 31. Putting makeup on, one seeks to suspend oneself
  32. 32. The person wearing makeup is readily identified with the person it represents
  33. 33. Makeup like all masks has the power to transform the wearer. As happens with the best actors and their roles, we ultimately identify ourselves with the person we see in the mirror.
  34. 34. Leading brands coherently express the fundamental human motives driving their category
  35. 35. CONNECT CONTROL The wheel of motives™ GROW CARE BALANCE DESIRE FEEL SAFE SEEK PLAY CREATE DEFY TRANSFORM TM BRAND AVIATORS™ specialises in activating the unique codes of your brand, those that engage people at a profound human level using a three-phase methodology
  36. 36. Phase 1: Map the territory The first phase of the methodology deconstructs the fundamental human motives driving the sales and profit of the category, establishes the relevant psychographic territories and reveals the way that the brands are mapped in people’s mind
  37. 37. Phase 2: Give soul to your brand To be authentic and engaging, narratives must always be sourced from the core of the brand. The second phase captures the core of the brand, and mobilises its genuine codes in order to satisfy our common motivations relative to the category.
  38. 38. Phase 3: Enrich people’s lives Powerful strategies require effective articulation. In this third phase, the consumer proposition is translated into ownable experiences written in the language that uses our primary emotions as structural elements.
  39. 39. Engage BRAND AVIATORS™ to help you: 1. (re)define your brand based on human fundamentals 2. align all brand communications under a master idea that works across different cultures 3. develop Intrinsically Engaging Narratives™
  40. 40. BRAND AVIATORS™ are trusted by some of the world’s leading companies:
  41. 41. (Re)define your brand through the human fundamentals if you seek to: • Deeply engage people locally and across cultures • Develop genuine concepts that work year after year after year • Align all brand communications under one master idea • Increase the ROI of all your brand activities
  42. 42. My mission is to help clients around the world build brands that liberate the very forces of life. Contact me now for a free discovery audit by clicking on the icon:
  • NicoleBenShushan

    Sep. 16, 2020
  • RAFAELBATISTA139

    Jan. 24, 2020

Did you know that makeup acts as a concretion of what we could be, means to hide from ourselves, vehicle of self-discovery, tool for surfing from one self to another, protector of our feelings, social normaliser, entry pass to the world, ready-to-wear mask which depersonalises the face, instant loveliness, tool of control, expression of our selfhood, original placebo, symbol of rebirth, daily recharger, tool of aggression, survival strategy and transforming agent? This pioneering research cracks the code of buying behaviour related to makeup and puts forward a framework for shaping brand strategy and for growing revenue.

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