contextual

1. CONTEXTUAL
By Elinor Prince

2. Initial Reaction
• My very first thoughts of the FMP, I knew I wanted to make a
magazine, but I wasn’t sure of what topic it was going to be on. In the
past I have made fashion and music magazines, so I wanted to make
one on something else. In the past when I made my own clothing
brand, I had a lot of fun making the project so I decided that I could
combine making my own brand again and advertise that through the
use of magazines, posters, a product video and a website.

3. Mind Map

4. Mood Board

5. Mood Board Analysis
• In my mood board I have collected multiple images that you would
see inside a beauty magazine such as different beauty products.
Examples of these products include makeup, perfume, skin care
products and clothing shops. The colour scheme shown in my mood
board follows a certain theme which is a pastel tone of colours which
I want to maintain when I make my final project.

6. Inspiration
SKKN- By Kim Kardashian
Minimalistic colours, eye catching- kept to
a theme of neutral tones of beige and
grey.
Kim has owned multiple businesses over the years which are:
• Dash Boutique- a clothing and accessory chain founded
in 2006 by the Kardashian Sisters. As of 2016, Dash had
three locations in the United States, all closed down after
11 years of operating.
• SKIMS- Kim originally launched this brand as Kimono, but
later changed it to SKIMS. The business has made a huge
success and was valued at $3.2 billion in 2022. The brand
was launched in 2019. SKIMS first made its mark in
loungewear but has grown to include shapewear and
swimming suits.
• KKW Beauty- KKW beauty is one of her most
successful business to date which was launched in 2017. By
2020, the brand was valued at $1 billion, however Kim
revealed that she would be rebranding KKW Beauty.
• KKW Fragrance- Also in 2017, Kim debuted her perfume
line, which is considered an extension of KKW beauty. Like
the beauty brand, it was announced the fragrance
collection would be going through a revamp. In 2022, the
brand revealed that it was shutting down for good and
they would be relaunching fragrance in the future under a
new name.
• SKKN by Kim- After announcing the revamp of her
beauty and fragrance lines, the reality star came out with
SKNN by Kim. The brand initially came out with a skincare
collection. It's widely suspected that Kim will relaunch her
beauty and fragrances lines under SKNN sometime in the
future.
9 products including a cleanser, toner,
exfoliator, hyaluronic acid serum,
vitamin C serum, face cream, eye
cream, oil drops, and night oil.
Kim Kardashian has defined her work ethic as her
biggest asset and the desire to prove people wrong.
Meet SKKN BY KIM:
Kim Kardashian's
New Skincare Line
(byrdie.com)
From the research I have done on Kim's
businesses there is multiple ones that has shut
down or been rebranded and this shows that she
doesn’t give up on something if it fails and always
pushes herself, so it becomes successful.
Kim wanted to stick with her original theory of when she
launches a new brand and stick to launching 8 or 9
products.

7. Inspiration
Allure- Beauty Magazine
Allure is an American women's magazine
focused on beauty, published by Condé
Nast in New York City. It was founded by
Linda Wells in 1991 who then got
replaced by Michelle Lee in 2015.
Target Audience
32.69%
67.31%
The largest age
group of
visitors are 25-34
year olds.
Linda Wells
believes beauty was such an
important part of identity. It's
an area of tension and
unhappiness and inadequacy,
and all those emotions that
are wrapped up in beauty.
ALLURE means to entice by charm or attraction which fits perfectly for
a beauty magazine name.
Michelle Lee speaks
about the beauty industry,
diversity, women's issues, and
technology at various
conferences, such as South by
Southwest, CES, Colorcom, and
Advertising Week, and appears
regularly on TV for outlets
including the NBC's TODAY
Show, Good Morning America,
VH1, MTV, CNN and MSNBC.
Since assuming the role of editor in chief in 2015, she has been
committed to championing diversity and expanding the definition
of beauty. She believes that diversity and inclusion is really
important and its beyond than just making people feel good about
themselves. When she first started allure, she got people to
understand that "Allure" wasn’t just a media brand and are truly a
brand- her objective was to turn allure from a magazine into a
brand.
3 values/causes that Michelle Lee abides by outside of working on "Allure".
• Respect and trust
• Diversity efforts
• Apex for Youth- Asian-American organization
Role of the magazine
Allure is part of the beauty world, and the beauty world is the only growing sectors of the world right
now which is similar for print too as there is such an interest in beauty which means it has been able
to grow and be stable.
• Long reads
• Investigative journalism
• Reporting
• Big photography
• Cover

8. Inspiration
• Annie Leibovitz is an American
photographer who is best known for her
portraits particularly celebrities which
often feature subjects in intimate
settings and poses. Annie was behind
most of Rolling Stone covers, her
polaroid photo of John Lennon and Yoko
Ono is considered one of the most
famous.
In her work Annie, tries to
emulate natural light as much
as possible, she uses ambient
light and adds a small key light
on her subject usually in the
direction the natural light
source is coming from.
Her work is known to be called
“iconic” and presents “one
life”.
•Some of the beliefs that have
influenced Annie Leibovitz
include her belief in the power
of photography, her belief in
the importance of creativity,
and her belief in the power of
storytelling. Annie Leibovitz’s
beliefs have also been
influenced by her experiences
as a photographer and her
circumstances.
These pictures here are
some of Annies best
known work.

9. Inspiration
4 stages of brand development
• Determine target audience- who is most likely to buy the product. Age, gender, location and income.
• Position product and business-gather as much information as you can about your company’s direct
competition, such as details about their products, prices and markets, as well as their marketing
strategies.
• Define your company’s personality- think the company is a person, for example you would describe
what this person looks like and how they act. Also associate your product or company with any images.
• Choose a logo and slogan- A logo conveys the image and personality of a brand. You will need to think
about font, colour, logo size, iconography and general design. A slogan is a short, catchy phrase that
you can employ during marketing campaigns to give your brand an extra edge. It’s not a permanent
feature of your brand, so you can adjust and change it for new marketing campaigns.
• The goal of this brand was to elaborate a packaging
design with a certain flair for simplicity and elegance.
• Cruelty free
• Took two and a half years to perfect their brand
• Co- Founders- Emily Doyle and Mei Kwok
Skincare niches
•Luxury skincare: Indulgent products
and treatments made with high-quality
ingredients. You might produce
dermatologically tested solutions
designed for people with a higher
budget, like face masks with their own
gold flakes.
•Specialist treatment: These products
are meant to treat a specific skincare
issue, like dry skin or acne. You could
produce sunscreen for people with
hypersensitive skin or serums for people
with oily skin.
•Socially conscious skincare: Skincare
designed with natural, conscious
products is particularly appealing to
today’s audience. Choose a vegan line
or a solution that never tests on animals
to attract an eco-friendlier audience.
Skincare is a huge industry which varies from different
products such as sunscreen, moisturiser, cleanser, sculpting
cream, makeup and other products.
Product shots:
• Perfect lighting
• No such thing as too
much makeup products
in a shot
• Style- consistent
throughout the entire
session

10. Inspiration
Target audience-
39.95% male and 60.05% female.
Largest age group of visitors are 25- 35 year
olds.
Goals and objectives for this brand-
Restore and maintain skin barriers for all through
efficacy, safety, compliance and accessibility.
They advertise their products through digital,
print and national tv. They have spent over
$100 million over the year just for advertising.
VIDEO TV PRINT
the real appeal of Cerave lies in its
simplicity. The brand is best known
for its facial cleansers, there's now
several foaming, creamy and
clarifying iterations and its no-frills
moisturisers for face and body.
Different styles of CeraVe
Product Shots
Advertisement

11. Inspiration
From 1976 when The Body Shop® founder Anita Roddick opened the first store to where we are now, we’re as passionate as ever. Learn about our brand story here.
The body shop started in Brighton,
England in 1976 where it began with
the founder Dame Anita Roddick.
Quotes from Anita Roddick
• “Business shapes the world. It is capable of changing
society in almost any way you can imagine.”
• “Social and environmental dimensions are woven into
the fabric of the company itself. They are neither first
not last among our objectives, but an ongoing part of
everything we do.”
• “Beauty is an outward expression of everything you like
about yourself.
• I think all business practices would improve
immeasurably if they were guided by ‘feminine’
principles.”
Anitas passion for the planet and campaigning for causes, the
body shop was always more than just a beauty brand. The
products was never tested on animals and didn’t exploit
anyone in making them. They worked fairly with farmers and
suppliers and helped communities thrive. Today, there are
more brands following in their footsteps.
Anita believed that beauty was a person's source of
joy, comfort and self-esteem. It was what you liked
about yourself, and what made you feel good. Her
beauty products, she believed, were more about a
daily ritual of self-love instead of the false promising
of slimming and anti-ageing that the industry
pedalled.
Anita was an activist at heart. Its what gave the body
shop a unique purpose and social change. She built
the brand on empowering women and girls with
every product and business decision striving for
equality and creating opportunities for women.
Foundations of the brand
• Feminine
• Inclusivity
• Collaboration
• Compassion

12. Inspiration
Lush was founded in 1995 by six co-founders.
Mark Constantine- key driving force behind the business for 25 years and
also works as part of the product development team creating hair, skincare
and body creams as well as decadent lush spa treatments. Some of marks
beliefs is that lush is based to create fresh, innovate and anarchic cosmetic
products. Lush being against animal testing is one example of how
his beliefs have changed the cosmetics industry. Mark highlighted how
much waste was the average British citizen goes through in a lifetime- this
is why the majority of Lush's products are designed to be solid and be sold
without packaging.
Mo Constantine- Product inventor, manufacturing director, and the
mastermind behind the bath bomb and shampoo bar. She started to
specialize in inventing in solid, unpreserved and unpackaged products.
Rowena Bird- works in the buying team, a new customer service team
and mystery shopping, sit on the board, help create windows, involved in
ethical/environmental meetings, Black lives matter meetings, invent
products and many more. She has a passion for the success of her
partners and has an opinion on pretty much everything lush related.
Rowenna supported the business in anyway she could- mixing henna,
typing invoices, washing hair. Being adaptable was one of her many key
skills. This attitude to work has she has embraced many opportunities
including, the launch of a makeup brand, opening key shops for Lush,
visiting partner markets, and creating business direction.
Helen Ambrosen- Helen enjoys exploiting the link between food and
cosmetics. She is responsible for the company's highly innovative range of
ultra fresh products, which are made daily.
• Good value for money
• Regular customers
• Consumption of unneeded product falls
and money is no longer wasted
67% ingredients sourced directly
From 2015 to 2017, lush's purchase of parabens has dropped from 11.7 tonnes
annually to 7.7 tonnes, even though our sales have increased in the same time
period.

13. Why I'm making this project
• For my FMP, I have decided to make my own skincare brand and
advertise it through different media ways. This will include a
magazine, a video of the products, promote it on social media-
making an Instagram account for it and a website. I wanted to do this
as my project as marketing is social media related and I enjoy social
media and want to do something marketing related in the future. It
also includes photography as I will be getting product shots to include
in my FMP and In my spare time, I like to take pictures, whether this
be of sunsets, pictures of me and my friends, food and many other
things. I also wanted to make a website for my brand as I have never
done that before, and I think it would be interesting for me to learn
how to do.

14. Hopes for the FMP
• For my FMP I am hoping that I enjoy making this magazine, like I did
with the rest of them, and I am also hoping that I can learn more on
the topic and influence others on how important it is to take care of
yourself regarding skin and well being. For grade wise I am hoping to
achieve a merit so that I can pursue this in the future and make many
more magazines and hopefully one day be a magazine editor or even
make my own brand that will feature in a magazine. I have always
dreamed of doing something along the lines of being a magazine
editor or just working in the print industry itself so hopefully my FMP
project will push me to make the best magazine I can.

15. Strengths
• I have previously made up magazines/ fanzines on music and film.
Therefore, I have valuable experience before making this beauty
brand. This also makes me familiar with the software that I will use to
complete this project and also with the contents and style of the
magazine.
• Before I created my own brand of clothing. This will be useful as I am
wanting to make my own brand of beauty products. This will make it
easier for me to promote the products as I have done this before.

16. Limitations
• A limitation when promoting my beauty magazine and products is the fact
that I have a lower following compared to other brands such as the
magazine Vouge and Kim Kardashians brands such as SKIMS, SKKN etc. This
will affect brand awareness and will make promotion more difficult.
• Another limitation is camera accessibility as I only have my phone camera
which has a good quality camera but is not good enough for a professional
magazine which is what I'm aiming for.
• I am hoping to create a website for my product which I have not previously
done so this could hinder my ability to create a high quality website. This
also could be time consuming as I will have to research how to make a
functioning website and what I will have to include within it.

17. Potential Research Activities
• Research around general beauty and health
• Website creation and what they need to contain
• Methods of promotion- social media, posters
• Brands that have influenced me/that I respect
• Existing magazines and layouts
• Branding, adverts, magazine articles, reviews, product shots, social
media stuff