2015 marks nearly two decades worth of the tracking and analysis of the evolution of the sustainability agenda, and of the leaders and institutions most responsible for driving it forward. Full report from The 2015 Sustainability Leaders: A GlobeScan/SustainAbility Survey provides an overview of perceived corporate sustainability leaders from 1997 to 2015 and the perceived progress that various institutions have made since the Earth Summit was held in Rio de Janeiro in 1992, along with expectations for the next 20 years.
This show is an exception from my rules but, I could not resist at the photos …
NUDE ART PHOTOGRAPHY is a beautiful subject and I hope that U will like as much as it was my pleasure for to make it.
MichelleX photography offers boudoir, nude, and cheesecake photography services that are sultry, classy, and sexy. The photography is done in classic black and white style with themes including Savoir-Faire, Historic Beauty, Dark Princess, The Lady, and Emotive Portraits. MichelleX also provides professional headshots, casual portraits, performance photography including burlesque, and nature photography.
500 poses for photographing women a visual sourcebook for portrait photographersVinh Nguyen
This document is a book about posing women for portraits. It provides over 500 sample portrait photographs grouped by how much of the subject is shown. The book is intended to serve as a visual source of inspiration for photographers looking for new pose ideas. It covers poses from head-and-shoulders to full-length standing, seated and reclining poses. The goal is to help photographers break out of ruts and remain creative with different posing styles.
Natura Cosmetics utilizes an integrated management model that focuses on balancing economic, social, and environmental impacts. They have developed an integrated reporting process since 2000 to support this model, making them a pioneer in this area. This process evaluates performance using key indicators, engages stakeholders, and communicates progress to support improved long-term decision making.
Photography 101 - a introduction to photography and the basics of exposure. Learn techniques for shutter speed, aperture and ISO and how they relate to one another.
This document provides information about human sexual intercourse from a physiological perspective. It discusses the anatomy and biological process of sexual intercourse, including common positions. It also covers fertilization and conception, noting that intercourse can result in pregnancy unless contraceptive measures are used. Finally, it mentions some common problems that can occur with intercourse and emphasizes the importance of consent.
2015 marks nearly two decades worth of the tracking and analysis of the evolution of the sustainability agenda, and of the leaders and institutions most responsible for driving it forward. Full report from The 2015 Sustainability Leaders: A GlobeScan/SustainAbility Survey provides an overview of perceived corporate sustainability leaders from 1997 to 2015 and the perceived progress that various institutions have made since the Earth Summit was held in Rio de Janeiro in 1992, along with expectations for the next 20 years.
This show is an exception from my rules but, I could not resist at the photos …
NUDE ART PHOTOGRAPHY is a beautiful subject and I hope that U will like as much as it was my pleasure for to make it.
MichelleX photography offers boudoir, nude, and cheesecake photography services that are sultry, classy, and sexy. The photography is done in classic black and white style with themes including Savoir-Faire, Historic Beauty, Dark Princess, The Lady, and Emotive Portraits. MichelleX also provides professional headshots, casual portraits, performance photography including burlesque, and nature photography.
500 poses for photographing women a visual sourcebook for portrait photographersVinh Nguyen
This document is a book about posing women for portraits. It provides over 500 sample portrait photographs grouped by how much of the subject is shown. The book is intended to serve as a visual source of inspiration for photographers looking for new pose ideas. It covers poses from head-and-shoulders to full-length standing, seated and reclining poses. The goal is to help photographers break out of ruts and remain creative with different posing styles.
Natura Cosmetics utilizes an integrated management model that focuses on balancing economic, social, and environmental impacts. They have developed an integrated reporting process since 2000 to support this model, making them a pioneer in this area. This process evaluates performance using key indicators, engages stakeholders, and communicates progress to support improved long-term decision making.
Photography 101 - a introduction to photography and the basics of exposure. Learn techniques for shutter speed, aperture and ISO and how they relate to one another.
This document provides information about human sexual intercourse from a physiological perspective. It discusses the anatomy and biological process of sexual intercourse, including common positions. It also covers fertilization and conception, noting that intercourse can result in pregnancy unless contraceptive measures are used. Finally, it mentions some common problems that can occur with intercourse and emphasizes the importance of consent.
The document discusses a strategy for building a strong online story for the Faces beauty brand to break through clutter and stand out. It begins with an analysis of where the brand currently stands, noting that while it wants to promote a different kind of radiant, strong and individualistic beauty, it is missing a strong overarching narrative to connect its messaging. It then reviews competitors' approaches before outlining trends in the beauty industry and target audiences. The proposed strategic approach is to celebrate womanhood and remind women of their inner and outer beauty through stories and memories. Creative routes include engaging users through selfies, collaborations, videos of women achievers, and a wedding series with a brand ambassador.
Make me feel good or someone else will. Why purpose matters more than ever1 HQ
Why consumers want purpose and brands need it to survive in the future with an updated shared brand purpose model that I created to ensure brands develop purpose that connects with consumers and brings them into the conversation and makes them part of the solution, not the problem.
The document discusses plans for a lipstick advertisement targeting both male and female audiences of all ages, demographics, and social classes. It aims to challenge stereotypes by normalizing lipstick for people of all genders. Close-up shots of different models wearing the lipstick would showcase its variety of shades and textures on different skin tones. The ad would take place in a classroom setting to appeal to students and feature models in black or white costumes depending on their skin tone.
Understanding of Beauty Category in India Bensen Rosy
Over the years global brands have been successful in insinuating that beauty = fair skin. And in a complex market like India, brands have cleverly taken advantage of this deep-rooted inferiority complex, especially among Indian women. The above presentation decodes the communication analysis of each beauty brand in India at a human level. #H2H
Globalization has spread Western beauty ideals like thin bodies to other parts of the world. In Japan, about 30% of women in their 20s are underweight, influenced by thin Western ideals in magazines. Japanese women try to attain body types seen in magazines from globalized Western culture. The beauty industry is growing, estimated to reach $675 billion by 2020, as products expand globally. Skin care has the largest market share.
This document discusses key marketing concepts like consumer insight, brand positioning, brand idea, and brand communication idea. It provides definitions and explanations of each concept. Consumer insight is defined as the underlying behaviors, motivations, pain points and emotions of consumers. Different types of consumer insights are needed at different stages of developing the brand positioning, brand idea, and brand communications idea. Real-life examples from Vietnamese brands are also provided to illustrate how consumer insights can inform the development of brand fundamentals.
Relatório Final de Pesquisa Exploratória com Mulheres Negras da Cidade de São Paulo, cujo objetivo era entender as percepções, sentimentos e atitudes com seus cabelos e como o mercado Brasileiro de produtos para cabelos Afro respondia à isso. Complementarmente, foram realizados testes de adesão à possível entrada de uma marca estrangeira no país.
The document discusses trends that will shape the beauty industry in 2015, including:
1) Continued influence from Asian beauty trends like lightweight "liquid care" products and niche fragrances gaining popularity over celebrity scents.
2) Growing interest in "smart" beauty devices that analyze skin and provide personalized feedback via mobile apps.
3) Beauty brands adapting to changing demographics and increasingly catering to multicultural consumers in Canada.
4) Digital technologies revolutionizing customer service and mobile shopping, with brands focusing on engaging consumers online.
Running Head: THE MARKETING PLAN 1
5
Natasha McClarin
October 6, 2018:
INTRODUCTION
Women on the Go is a start-up company that has over many years targeted women who cannot do clothing purchasing. The target is because there are women out there who do not know how to purchase their clothing and accessories. Therefore, assistance will be given by women on the go since that is the main aim of the company. This specific service will be aimed at rich customer who simply do not have much knowledge of the clothing industry and time to visit clothing stores in town. Despite all of these, such kind of people they have social obligation that they are supposed to meet, therefore Women on the go is there for me.
The business model for women on the go is the franchise business model, here the company has reach agreement with other clothing manufacturing companies that we will sell products to women on their behalf. It will be done in a percentage of the invoicing or sometimes a fixed fee depending on the particular agreement. The product line of the company will be women right casual, semi-formal look and gym wear and accessories.
Mission: Traditional, ethnic products creating sustainable employment for craftsmen and
artisans in rural India.
Target Segment: Focusing on women who are in need of dressing assistance for social occasions and are willing to have an organization which can style up their quotient.
Life Style: Affluent women who are rich of upper middle class or who are on business and corporate class.
Age group: 23 years and above
Geography: Anyone with any color, culture or Origin.
Geographical Places: Metros, tier 2 & tier 3 cities.
Product line: Dedication to dress women in formal and semi-formal look, right casual look, teamed with right accessories.
Tag line: Women on the go dresses you up.
Below is a market Research
1. Our company has decided to follow a mixed strategy here by combining both deductive and an inductive approach, using ethnographic research and a case study method.
We have decided that we will study the target section that the company has indicated above by initiating online programs where we will be able to know how many women want to up their dressing style quotient, idea to convert women to be buying our services, this will definitely create an idea in their mind that image and personal branding will make them in profession and person life.
2. We will also conduct online surveys of the targeted group in association with the lead up market brands like Dolce & Gabbana, Gucci and Louis Vuitton. With no doubt is that they will support us since they will be sure to be our future suppliers.
3. We conduct ground discussions with our own sales teams which is down on the market floor of leading garment accessories and shoe brands.
4. We will also have a promotion strategy, where we will be able to sit in promotions with a woman working in.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Globalny raport: „Prawdziwe piękno 2024" od Doveagatadrynko
This document provides a summary of key findings from the report "The Real State of Beauty: A Global Report".
1) Beauty standards have become increasingly unrealistic due to influences like social media and advances in cosmetic procedures. People are exposed to altered images at a young age and feel pressure to modify their own appearance.
2) New technologies like AI-generated content and advanced cosmetic procedures will further distort perceptions of beauty. Most online images may soon be artificially created, making comparisons to unrealistic standards even more common.
3) Younger generations feel there is little excuse not to achieve beauty given today's procedures and products, yet these standards promote an unattainable idea of perfection that can negatively impact mental health
This document contains a marketing campaign proposal for Mary Kay to target female millennials in the US. It begins with an executive summary that outlines the challenge of Mary Kay's lower market share among female millennials compared to competitors. The proposed "Your Connection to Confidence" campaign aims to reposition Mary Kay as a contemporary brand and increase awareness, market share, and enrollment of new Independent Beauty Consultants among the target age group. The rest of the document includes research findings on consumer trends and competitors, as well as details of the proposed strategy, creative approach, and media plan to implement the campaign.
The campaign strategy focuses on positioning Mary Kay as a contemporary brand for female millennials through a three-part media strategy. The campaign aims to increase brand awareness, market share, and enrollment of new Independent Beauty Consultants among 18-25 year old females. It will emphasize that Mary Kay provides personalized cosmetic experiences and builds confidence through an accessible, supportive community.
1) The document discusses how engaging consumers emotionally is key to building brand loyalty in the beauty industry. Advanced science shows that emotional reactions to brands are processed faster than cognitive reactions.
2) A study identified five categories that influence a consumer's relationship to beauty - importance, knowledge, attachment, control, and anxiety. Consumers fall along spectrums in these categories.
3) By understanding where consumers fall, five primary consumer archetypes were identified - The Diva, The All-American, The Classic, The Minimalist, and The Bewildered. Understanding these archetypes allows brands to emotionally connect with consumers.
"The Forecast // Beauty" report is the first edition of a series of consumer trends & insights reports. This sample is an overview of the beauty industry - including market dynamics, consumers' attitudes and global industry trends.
Beautiful Convergence: Exploring the changing face of beauty retailDalziel and Pow
At Dalziel and Pow we love talking about design, brands and stores, and right now the female beauty market has captured our imaginations. As old aesthetic ideals are overturned and new modes of selling emerge, we’ve identified three key insights where brands can tap into a beautiful convergence of fashion, wellbeing, fitness and lifestyle.
We’d love to hear your thoughts and discuss how these insights can be applied to your brand. Email us at beauty@dalziel-pow.com to start the conversation.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The document discusses a strategy for building a strong online story for the Faces beauty brand to break through clutter and stand out. It begins with an analysis of where the brand currently stands, noting that while it wants to promote a different kind of radiant, strong and individualistic beauty, it is missing a strong overarching narrative to connect its messaging. It then reviews competitors' approaches before outlining trends in the beauty industry and target audiences. The proposed strategic approach is to celebrate womanhood and remind women of their inner and outer beauty through stories and memories. Creative routes include engaging users through selfies, collaborations, videos of women achievers, and a wedding series with a brand ambassador.
Make me feel good or someone else will. Why purpose matters more than ever1 HQ
Why consumers want purpose and brands need it to survive in the future with an updated shared brand purpose model that I created to ensure brands develop purpose that connects with consumers and brings them into the conversation and makes them part of the solution, not the problem.
The document discusses plans for a lipstick advertisement targeting both male and female audiences of all ages, demographics, and social classes. It aims to challenge stereotypes by normalizing lipstick for people of all genders. Close-up shots of different models wearing the lipstick would showcase its variety of shades and textures on different skin tones. The ad would take place in a classroom setting to appeal to students and feature models in black or white costumes depending on their skin tone.
Understanding of Beauty Category in India Bensen Rosy
Over the years global brands have been successful in insinuating that beauty = fair skin. And in a complex market like India, brands have cleverly taken advantage of this deep-rooted inferiority complex, especially among Indian women. The above presentation decodes the communication analysis of each beauty brand in India at a human level. #H2H
Globalization has spread Western beauty ideals like thin bodies to other parts of the world. In Japan, about 30% of women in their 20s are underweight, influenced by thin Western ideals in magazines. Japanese women try to attain body types seen in magazines from globalized Western culture. The beauty industry is growing, estimated to reach $675 billion by 2020, as products expand globally. Skin care has the largest market share.
This document discusses key marketing concepts like consumer insight, brand positioning, brand idea, and brand communication idea. It provides definitions and explanations of each concept. Consumer insight is defined as the underlying behaviors, motivations, pain points and emotions of consumers. Different types of consumer insights are needed at different stages of developing the brand positioning, brand idea, and brand communications idea. Real-life examples from Vietnamese brands are also provided to illustrate how consumer insights can inform the development of brand fundamentals.
Relatório Final de Pesquisa Exploratória com Mulheres Negras da Cidade de São Paulo, cujo objetivo era entender as percepções, sentimentos e atitudes com seus cabelos e como o mercado Brasileiro de produtos para cabelos Afro respondia à isso. Complementarmente, foram realizados testes de adesão à possível entrada de uma marca estrangeira no país.
The document discusses trends that will shape the beauty industry in 2015, including:
1) Continued influence from Asian beauty trends like lightweight "liquid care" products and niche fragrances gaining popularity over celebrity scents.
2) Growing interest in "smart" beauty devices that analyze skin and provide personalized feedback via mobile apps.
3) Beauty brands adapting to changing demographics and increasingly catering to multicultural consumers in Canada.
4) Digital technologies revolutionizing customer service and mobile shopping, with brands focusing on engaging consumers online.
Running Head: THE MARKETING PLAN 1
5
Natasha McClarin
October 6, 2018:
INTRODUCTION
Women on the Go is a start-up company that has over many years targeted women who cannot do clothing purchasing. The target is because there are women out there who do not know how to purchase their clothing and accessories. Therefore, assistance will be given by women on the go since that is the main aim of the company. This specific service will be aimed at rich customer who simply do not have much knowledge of the clothing industry and time to visit clothing stores in town. Despite all of these, such kind of people they have social obligation that they are supposed to meet, therefore Women on the go is there for me.
The business model for women on the go is the franchise business model, here the company has reach agreement with other clothing manufacturing companies that we will sell products to women on their behalf. It will be done in a percentage of the invoicing or sometimes a fixed fee depending on the particular agreement. The product line of the company will be women right casual, semi-formal look and gym wear and accessories.
Mission: Traditional, ethnic products creating sustainable employment for craftsmen and
artisans in rural India.
Target Segment: Focusing on women who are in need of dressing assistance for social occasions and are willing to have an organization which can style up their quotient.
Life Style: Affluent women who are rich of upper middle class or who are on business and corporate class.
Age group: 23 years and above
Geography: Anyone with any color, culture or Origin.
Geographical Places: Metros, tier 2 & tier 3 cities.
Product line: Dedication to dress women in formal and semi-formal look, right casual look, teamed with right accessories.
Tag line: Women on the go dresses you up.
Below is a market Research
1. Our company has decided to follow a mixed strategy here by combining both deductive and an inductive approach, using ethnographic research and a case study method.
We have decided that we will study the target section that the company has indicated above by initiating online programs where we will be able to know how many women want to up their dressing style quotient, idea to convert women to be buying our services, this will definitely create an idea in their mind that image and personal branding will make them in profession and person life.
2. We will also conduct online surveys of the targeted group in association with the lead up market brands like Dolce & Gabbana, Gucci and Louis Vuitton. With no doubt is that they will support us since they will be sure to be our future suppliers.
3. We conduct ground discussions with our own sales teams which is down on the market floor of leading garment accessories and shoe brands.
4. We will also have a promotion strategy, where we will be able to sit in promotions with a woman working in.
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
Globalny raport: „Prawdziwe piękno 2024" od Doveagatadrynko
This document provides a summary of key findings from the report "The Real State of Beauty: A Global Report".
1) Beauty standards have become increasingly unrealistic due to influences like social media and advances in cosmetic procedures. People are exposed to altered images at a young age and feel pressure to modify their own appearance.
2) New technologies like AI-generated content and advanced cosmetic procedures will further distort perceptions of beauty. Most online images may soon be artificially created, making comparisons to unrealistic standards even more common.
3) Younger generations feel there is little excuse not to achieve beauty given today's procedures and products, yet these standards promote an unattainable idea of perfection that can negatively impact mental health
This document contains a marketing campaign proposal for Mary Kay to target female millennials in the US. It begins with an executive summary that outlines the challenge of Mary Kay's lower market share among female millennials compared to competitors. The proposed "Your Connection to Confidence" campaign aims to reposition Mary Kay as a contemporary brand and increase awareness, market share, and enrollment of new Independent Beauty Consultants among the target age group. The rest of the document includes research findings on consumer trends and competitors, as well as details of the proposed strategy, creative approach, and media plan to implement the campaign.
The campaign strategy focuses on positioning Mary Kay as a contemporary brand for female millennials through a three-part media strategy. The campaign aims to increase brand awareness, market share, and enrollment of new Independent Beauty Consultants among 18-25 year old females. It will emphasize that Mary Kay provides personalized cosmetic experiences and builds confidence through an accessible, supportive community.
1) The document discusses how engaging consumers emotionally is key to building brand loyalty in the beauty industry. Advanced science shows that emotional reactions to brands are processed faster than cognitive reactions.
2) A study identified five categories that influence a consumer's relationship to beauty - importance, knowledge, attachment, control, and anxiety. Consumers fall along spectrums in these categories.
3) By understanding where consumers fall, five primary consumer archetypes were identified - The Diva, The All-American, The Classic, The Minimalist, and The Bewildered. Understanding these archetypes allows brands to emotionally connect with consumers.
"The Forecast // Beauty" report is the first edition of a series of consumer trends & insights reports. This sample is an overview of the beauty industry - including market dynamics, consumers' attitudes and global industry trends.
Beautiful Convergence: Exploring the changing face of beauty retailDalziel and Pow
At Dalziel and Pow we love talking about design, brands and stores, and right now the female beauty market has captured our imaginations. As old aesthetic ideals are overturned and new modes of selling emerge, we’ve identified three key insights where brands can tap into a beautiful convergence of fashion, wellbeing, fitness and lifestyle.
We’d love to hear your thoughts and discuss how these insights can be applied to your brand. Email us at beauty@dalziel-pow.com to start the conversation.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeWilliamZinsmeister
Welcome to "Making Money the Easy Way: A Quick Guide to Generating Income." This book is designed to provide you with practical, actionable strategies to generate income with minimal effort. Whether you’re looking to supplement your current income or create a full-time revenue stream, this guide covers a variety of methods to help you achieve your financial goals. We will explore opportunities available online, various investment strategies, profitable side hustles, creative approaches, and essential financial tips to ensure sustainable income growth.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
1. N A T U
R A
N E U
T R A L
MAY,
LA MAISON LIFESTYLE
ATELIER
2. BACKGROUND
“Look Naturally” is becoming more massive today. Many cosmetic brands express it in different
ways: naked style, nude, beige... At the end of the day, it’s about soft, pretty shades that never go
out of style because they are easy to wear and look good on almost everyone. Natura believes
that all women are beautiful. And women have a lot more important things to do than worry
about their makeup. So the company put together a collection of fool-proof shades, that flatter
every skin type and created some simple “looks” and how-to videos to bring out your best, every
day.
3. OBJECTIVES
Identify compelling and unique insights
to develop concepts for this new
makeup line
Define a winning concept co-created with
consumers for both countries
Understand the meaning of “nude makeup”
for the make up category in both Mexico
and Brazil
4. WHAT WE DID
- P H A S E 1 - Consumer & expert s underst anding
Deep interviews with women 35-45 yo in Brazil (SP) and Mexico (DF) in order to understand their
relationship with make up, behaviour, the meaning of “nude”, occasions, alternative brands, pros
& cons, and identify the opportunity for Natura.
1 Personal/makeup stylist
1 “nude makeup” style consumer
1 “Barbie makeup” style consumer
1 “no makeup” style consumer
1 Personal/makeup stylist
1 “nude makeup” style consumer
1 “Barbie makeup” style consumer
I N T E R V I E W S
5. WHAT WE DID
- P H A S E 2 - - C o n c e p t d e v e l o p m e n t
With the input from consumers we’ll help to refine the most powerful concept to be tested with
consumers in Qual.
- P H A S E 3 - - F o c u s g r o u p v a l i d a t i o n
Understanding the “nude” makeup context in both countries (habits, meanings, products usage,
etc) and understanding of 2 draft concepts in order to understand its relevance and uniqueness.
FGs: 10 being 6 in Brazil (SP) and 4 in Mexico (DF)
- P H A S E 3 - - C o n c e p t r e f i n e m e n t
After all the groups we’ll refine or develop new concepts to be tested in a further quantitative
phase.
xxx
6. WHOM WE INTERVIEWED
Everyday Style,
Regina Capuano
Occasional
make up consumer,
Carolina Pio Fraccaro
Makeupartist,DouglasGuerra
Barbie Style,
Sonia Vieira
7. WHOM WE INTERVIEWED
Everyday Style, Melinda Santillan
Makeupartist,AnaGutierrezdeVelasco
Barbie Style, Tatiana Sada
8. FOCUS GROUPS: DESIGN
Age
- B R A Z I L - - M E X I C O -
SEL City
35-45yo A1 SPFG1
35-45yo A1 SPFG2
35-45yo A2B1 SPFG3
35-45yo A2B1 SPFG4
35-45yo C1 SPFG5
35-45yo C1 SPFG6
Age SEL City
35-45yo A1 DFFG1
35-45yo A1 DFFG2
35-45yo C1 DFFG3
35-45yo C1 DFFG4
11. BEAUTY:
FEEL GOOD, LOOK GOOD
At 35 plus, consumers acknowledge that beauty comes from within, as well from whatever you
may help. There are two dimensions to beauty: the internal and the external that feed each other.
12. BEAUTY:
FEEL GOOD, LOOK GOOD
The good thing about ageing is confidence. Women feel better at their own skin, they acknowledge
that they get to know themselves better, their flaws, their XXXX.
They want to be beautiful, but a real beauty. They don’t believe in rigid patterns, strict standards
and impossible ideals. They want to be the best they can.
13. There are some perceived differences between Brazilians and Mexicans:
Mexican women seem to be less confident than Brazilians. Despite the fact that they feel great,
when they look great, Mexicans need reassurance of others. Men are an important factor in this
beauty equation.
In Brazil, women seem to be a bit more confident. Felling and looking good has an external factor
but is also something they do for themselves.
SOME DIFFERENCES PERCEIVED
IN THE COUNTRIES
14. MAKE UP: SELF EXPRESSION
Makeup is an essential element in the beauty routine. It’s not about transformation, but self
expression. It’s feminine, it’s a moment with herself, it’s playful. No women, even the more
“practical ones” claim to be losing time when they make up. It’s a rather enjoyable process.
Consumers can easily differentiate the “everyday” makeup and the “special/night” make up.
In the groups, we mostly discussed the “everyday” makeup.
15. A FUNCTIONAL AND EMOTIONAL
SPACE IN WOMEN’S LIVES
Makeup has two main roles:
- F U N C T I O N A L -
enhance and disguise
- E M O T I O N A L -
allow them to feel at their best
16. ENHANCE AND DISGUISE ARE
FUNCTIONAL ATTRIBUTES TO MAKEUP
- W H A T D O C O N S U M E R S E N H A N C E ? -
One physical characteristic liked by them (size of cheeks, color of eyes, shape of nose)
Makeup is a way to highlight, amplify one nice facial element (and many times, cast shadow on
another “not so good one”)
xxx
xxx
- W H A T D O C O N S U M E R S D I S G U I S E / H I D E ? -
Mainly the signs of time (ageing and eye circles, mainly) and other facial marks (due to pimples,
skin issues) that are not liked.
Makeup is a way to disguise symptoms of fatigue and ageing, as well as a part of a care.
xxx
xxx
17. SELF EXPRESSION IS ABOUT
“FEELING AT YOUR BEST”
Feel good on your own skin (self acceptance)
Feel self cared
Feel ready to everything
Feel healthier
Feel younger
xxx
xxx
xxx
xxx
xxx
Emotionally, make up is an element that help women to feel at their best. Not only by the end result, but
within the process itself. “Felling at your best” means different things:
18. BEAUTY & MAKEUP
EVOLVES WITH AGE
At 30, most of them claim to have a “click moment”. Times passes by and this is clear in their skin. The skin needs more care and the
proper makeup to have the same effect. They claim to change the way they buy makeup:
Now, they have bigger discretionary income and are willing to pay for better products in order to achieve better results.
They search for specific products that better suit their skin type and needs.
They prefer quality products that won’t do bad to the skin and last longer.
At 40, women start to think or care about the aging process. The objective is to detain time, stop the effects of time in their skin. This
leads to another shift in products consumption:
More effective and powerful treatment and care
Makeup that not only see good, but do good (have more than a superficial effect on skin)
Consumers can easily differentiate their own perceptions and values related to beauty and makeup,
according to their life stages. There are two key moments in consumers’ aging cycle:
19. BEAUTY & MAKEUP
EVOLVES WITH AGE
U P T O 2 0 Y O T E E N S
3 0 T O 4 0 Y O
( T H E I R M O M E N T ) 4 5 + Y O
Beauty = feeling attractive to
others
Beauty construction: from
outside to within
Makeup = self confidence
Beauty = feeling good in your
own skin
Beauty construction: from
inside to outside
Makeup = self expression
Beauty = feeling healthy and
alive
Beauty construction: from
inside to outside
Makeup = self careon: from ins
20. MAKEUP IS MORE
DEMOCRATIC
Both in Brazil and Mexico, women in their 35+ claim that the world of makeup has dramatically
changed. Whereas in their “younger ages”, the quantity of brands, quality of brands and
information about makeup were less accessible, today there are hundreds of options in the
market. Consumers can have more information about makeup, know more products, afford more
brands.
In Brazil, this is due to the economic overture, that allowed all the international brands to enter the
country in the 80s/90s. In Mexico, it seems that the makeup information was democratized by
consultants in department stores.
21. AND MAKEUP INSPIRATION
COMES FROM EVERYWHERE
They learn with their kids (who are teens) at home
They look for trends in blogs
They follow makeup tutorials for teens (that are easy to learn)
They search for trends in magazines that are for younger generations
They talk with their friends about products, categories and brands
xxx
xxx
xxx
xxx
xxx
Most of the woman claim to have learned to makeup with their moms and grannies at home. But there is
one interesting trend: today, consumers in Brazil and Mexico claim to learn a lot from the younger
generations. This is done in different ways:
22. For consumers in both countries, a world without makeup is bland, boring, black & white, common,
squared, rough, less interesting…
One aspect that stands out, more strongly in Mexico than in Brazil, is that “a world without makeup
is a world without female competition”. Using makeup, being beautiful and cared is a differential
that sets up the Mexican world in two. They seem to be less confident and the makeup becomes a
fundamental tool for distinction and differentiation. On the other hands, Brazilian being more
confident, makeup is a tool for beautifying but not so secretive. They share more with other
women, they deal better with competition.
A WORLD WITHOUT
MAKE UP
24. HOW DO CONSUMERS
BUY MAKEUP?
F O U N D A T I O N
- F A C E -
P O U D E R C O N C E A L E R M A S C A R A
- E Y E S -
E Y E L I N E R E Y E S H A D O W
- L I P S -
G L O W L I P S T I C K
Texture
Feeling
Brand quality is provided via
technology & expertise
Format of application
Using
Brand quality is given by its
innovative formats
Color & Long Tasting
Seeing
Brand quality is in its colour
palette quantity
25. HOW DO CONSUMERS
BUY MAKEUP?
F O U N D A T I O N
- F A C E -
P O U D E R C O N C E A L E R M A S C A R A
- E Y E S -
E Y E L I N E R E Y E S H A D O W
- L I P S -
G L O W L I P S T I C K
Texture
Feeling
Brand quality is provided via
technology & expertise
Format of application
Using
Brand quality is given by its
innovative formats
Color & Long Tasting
Seeing
Brand quality is in its colour
palette quantity
C O N S U M E R S A T T I T U D E
T O B R A N D S :
L O Y A L B E H A V I O U R
C O N S U M E R S A T T I T U D E
T O B R A N D S :
L O Y A L B E H A V I O U R
26. HOW DO CONSUMERS
BUY MAKEUP?
F O U N D A T I O N
- F A C E -
P O U D E R C O N C E A L E R M A S C A R A
- E Y E S -
E Y E L I N E R E Y E S H A D O W
- L I P S -
G L O W L I P S T I C K
Texture
Feeling
Brand quality is provided via
technology & expertise
Format of application
Using
Brand quality is given by its
innovative formats
Color & Long Tasting
Seeing
Brand quality is in its colour
palette quantity
M O R E P L A N N E D M O R E I M P U L S I V E
28. We provided consumers a couple of brands and did free association exercises, in which they had
to group and cluster brands according to their own criteria.
Independent of SEL and country, the criteria was based on some premises:
Price, quality, status – from the chic to the massive to the popular/cheap (derogatory)
Point of sale – from own shops to drugstores/supermarkets to catalogs
Makeup Style – from chic to everyday to cheesy styles
BEAUTY CLUSTERS
xxx
xxx
xxx
31. MAC has more awareness in Brazil than in Mexico.
In the “national/catalog” universe, Natura, Avon and Boticario
seem to be comparable in consumers’ minds, although Boticario
is top of mind whenever they think about makeup.
Make B from Boticario and Quem Disse Berenice seem to stand
out in consumers’ awareness.
Unknown brands are the more niched ones, such as Bobbi
Brown and Estee Lauder (specially Bobbi Brown, even in high
income consumers).
Mary Kay is currently very aspiration and strong in lower SELs in
Brazil.
KEY DIFFERENCES
BETWEEN COUNTRIES
Natura is considered to be superior to other catalog brands.
Not only because it is imported, but mainly because it is
considered to be “natural” and this is trendy in Mexico.
Natura sometimes is compared to The Body Shop.
In Mexico, all the “unknown brands” were the local ones.
Bobbi Brown is known in Mexico, but there is no clear
distinction.
32. C L A S S I C S T Y L E
T R E N D Y S T Y L E
F A S T F A S H I O N S T Y L E
S T R E E T F A S H I O N S T Y L E
C O P Y C A T S T Y L E
H A U T E C O N T U R E
S T Y L E
BEAUTY CLUSTERS
& LOOKS
33. HAUTE COUTURE
STYLE
Brands with provenance/origins
Halo effect from fashion industry
Drive technology and innovation
Expertise
Selected distribution
Badging/status
Excellent quality
Expensive price
Consultants (specially in Mexico,
through department store)
Lancome
Chanel
Dior
Clinique
Sephora
Bobbi Brown (Mexico)
Guerlain (Mexico)
Clarins (Mexico)
Yves Saint Laurent
(Mexico)
Helena Rubinstein
(Mexico)
Estée Lauder (Mexico)
Pupa (Mexico)
- B R A N D - - D E F I N I T I O N -
- -
c · 1
34. HAUTE COUTURE
STYLE
Skin seems flawless and with a good texture
Extra effort and difficult either in eye makeup (special design,
eyebrow design, eyeliner)
A bit of shimmer, golden tones and glitter
35. CLASSIC
STYLE
International brands
Classic, consolidated, “no mistakes”
brands
Cosmetics expertise (makeup
oriented)
Innovation (new news all the time)
Spread distribution (supermarkets and
drugstores)
Good quality
Accessible price
Maybelline
L’ Oreal
Revlon
Mary Kay (in Brazil)
Max Factor (Mexico)
Cover Girl (Mexico)
Pond’s (Mexico)
- B R A N D - - D E F I N I T I O N -
- -
c · 2
36. Only for SEL C: classic makeup, hairstyle, combining
colours (ear rings, nails and lips) and marriage style
xxx
Skin seems flawless and with a good texture
Classic hairstyles, safe styles
Vibrant colours, textured colours in mouth Lipsticks that call
attention, without being “cheap”
CLASSIC
STYLE
xxx
37. TRENDY
STYLE
International brand
Style over makeup (sell a lifestyle, a
catwalk makeup)
Innovation based on styles (colours as
protagonists)
Brand experience (playful shopping,
product trials, etc)
Good quality
Extensive lines (for all skin types, for all
colours, etc)
Consultants, makeup artists
M.A.C.
- B R A N D - - D E F I N I T I O N -
- -
c · 3
38. TRENDY
STYLE
Focus on colour combinations that are rare, difficult to match, yet
matched to perfection
Younger looks
All elements show off, yet in a good way (trendy, modern)
39. FAST FASHION
STYLE
Affordable versions of M.A.C.
Style over makeup (sell a lifestyle or
many lifestyles)
Innovation based on styles (colours
as protagonists)
Brand experience (playful shopping,
product trials, etc)
Good quality
Extensive lines (for all skin types, for
all colours, etc)
Consultants, makeup artists
Quem Disse Berenice
(Brazil)
Make B. (Brazil)
Contém 1g (Brazil)
Renova (Mexico)
Asepxia (Mexico)
.
- B R A N D - - D E F I N I T I O N -
- -
c · 4
40. FAST FASHION
STYLE
Focus on colour combinations that are rare, difficult to match, yet
matched to perfection
Younger looks
All elements show off, yet in a good way (trendy, modern)
41. STREET FASHION
STYLE
“Local’” brands
Value for money
Good quality, good price
Easy to find
Convenient
Mostly catalog
Gifting power
Kits
Avon
Avon Color Trend
Natura
Natura Una
Natura Aquarela
Natura Faces
Boticário
Eudora
Oriflame (Mexico)
Mary K (Mexico)
Jafra (Mexico)
CyZone (Mexico)
L’Bel (Mexico)
Fuller (Mexico)
- B R A N D - - D E F I N I T I O N -
- -
c · 4
#
In Mexico, Natura is a Street Fashion plus
brand. It’s considered better than local
Mexican or LatAm catalog brands, due to
“natural” positioning.
#
None of the sub brands (from Boticário,
Natura and Avon) have a clear discriminator
or awareness with consumers. They are
considered all the same.
42. STREET FASHION
STYLE
Skin is not the focus
Lighter makeup tones, everyday, specially pinks
A bit “boring”, a bit too pale
More natural looks
Only for Brazil: black skin cuing for Local brands
43. COPY CAT
STYLE
“Local’” brands
Cheap
Bad quality
Too bad to show or even know
Jequiti (Brazil)
Racco (Brazil)
Intense (Brazil)
Bobby Brown (Brazil)
Nirvana Evevil
(Mexico)
IM Natural (Mexico)
By Apple Cosmetics
(Mexico)
Verónica Conti
(Mexico)
Bissú (Mexico)
Adara Paris (Mexico)
Julia Sánchez
Cosmetics (Mexico)
- B R A N D - - D E F I N I T I O N -
- -
c · 4
44. COPY CAT
STYLE
Nothing special, just big mouths
Colours do not call attention
Flowers and other elements in the background that
are “cheesy” or “ugly”
45. NATURA´S PERCEPTION
Natura is a brand linked to the catalog universe.
There is a general perception that the brand evolved during the last years and today has better
products, better quality and a variety of options in the makeup universe.
There is few awareness of the sub-brands. Few consumers can even describe or diferentiate the
sub-brands. And those who know the brands define them by price positioning.
Natura is also a catalog brand, but considered to be “new” among the cataalog ones.
Whereas Avon is a classic one, Natura is “more modern” and “new”.
Its stronghold is skin care (specifically moisturizers) and makeup is not spontaneously mentioned
or well known.
Nature has an imaginary of “natural brand” (“naturista”) due to the naming, Brazilian/Amazon
ingredients, sensorials of Nature.
47. MAKE UP STYLES ACCORDING
TO CONSUMERS
- NO MAKE UP AT ALL - - NATURAL / BASIC / NUDE -
Some expressions: “Washed out,
sick face, yellow face, grey, low
spirited, not cared”
- CHIC / PARTY / SPECIAL - - EXAGGERATED / OVER THE TOP -
Some expressions: “Basic,
everyday makeup, simple style,
not showing off, discrete,
healthy makeup, up face”
Some expressions: “Chic style,
complete look, focus on eyes,
magazine style, one focus only
makeup (eyes or mouth standing
out)”
Some expressions: doesn’t
differentiate day and night,
everyday and special occasion,
too strong, too much makeup,
too many focal points, strong and
artificial”
#In Mexico, this would be
considered a “no feminine style”.
52. WHAT IS
TO BE “NUDE”
To be “nude” is to look “natural”, but a
natural that shows care and attention. It’s
not just having a shower and going out
with a washed face. It’s about a makeup
that does not show makeup. A makeup
that is basic, discrete, simple, natural,
uncomplicated.
53.
54.
55. THE “NUDE” STYLE
The most important part in the “nude” makeup is the face, followed by mouth and then eyes.
The “nude style” requires almost all categories of products.
The difference is not given by number of products used, but by the amount of makeup applied and
the choice of colours – less products applied per area and more “earthy” natural colors.
It doesn’t mean however that the colours are “neutral” or “pale”. They need to be vibrant, but
accordingly to consumers skin tone.
“Natural makeup is wise as Nature: we come with all the colours that fit us perfectly”,
consumer Brazil.
xxx
xxx
xxx
xxx
57. THE “NUDE” RITUAL
The average “nude look” is composed by:
Foundation or powder to “enhance” skin imperfection,
cover up puffy and circle eyes and “unify” tone
Lipstick or gloss in more “earthy” and natural colours, such as terracota, browns and beige,
to enliven the mouth.
Mascara or eye pencil to “open” up the eyes and give a healthier, less tired look
In Mexico: more usage of eye shadows than in Brazil and usage of eye pencil
in the eyebrows to make them look stronger and “open” up their eyes.
xxx
xxx
xxx
59. CONCEPTS EVALUATION
During the groups we went through 2 different
concepts with consumers, evaluating it as a whole
and then part by part.
Consumers helped us to co-create the concepts.
61. ORIGINAL CONCEPT 3
A gente acredita que existem dois tipos de maquiagem. A maquiagem dos dias de festa, que você
combina com seu melhor vestido e fica linda. E aquela que é a do dia a dia. Que pode até não
parecer, mas faz uma super diferença. Deixa sua pele mais iluminada, sua expressão mais leve e
você naturalmente mais bonita.
Foi essa a maquiagem que criamos.
São bases, corretivos e pós que ajudam a iluminar, clarear e igualar todos os tipos de pele.
Sombras e batons em tons naturais que realçam a pele de loiras, morenas, ruivas, negras e
asiáticas.
E um conteúdo exclusivo com vídeos e passo-a-passo que ajuda a fazer looks de um jeito simples
e descomplicado.
É uma maquiagem para você fazer em casa e usar todos os dias.
Ajuda você a ficar de bem com você mesma. Porque só assim você fica mais bonita.
62. EVALUATION:
Understanding: Confusing concept. Consumers were not sure as the concept establishes there are
two types of makeup and then talks about one specific type of makeup. Many consumers end with
a sensation that there are two product lines being launched.
Engagement: The concept is engaging as it is about makeup. Not for the concept itself. It does not
bring any novelty to make consumers want to try it.
Concept structure: Too long and wordy. There is a problem of laddering: the insight is not clean
enough, concept talks about two types of makeup, there is no clarity of the differential of the line
(it is a makeup line that???). The tone is a bit patronizing.
New news: There is no new news. The product line is not differential from current ones.
Fit with Natura: The concept is generic and lack uniqueness. It could be Natura or Dove or any
other brand.
Pay off: generic. It does not talk about makeup.
63. THE PREFERRED ELEMENTS
ON THE CONCEPTA gente acredita que existem dois tipos de maquiagem. A maquiagem dos dias de festa, que você
combina com seu melhor vestido e fica linda. E aquela que é a do dia a dia. Que pode até não
parecer, mas faz uma super diferença. Deixa sua pele mais iluminada, sua expressão mais leve e
você naturalmente mais bonita.
Foi essa a maquiagem que criamos.
São bases, corretivos e pós que ajudam a iluminar, clarear e igualar todos os tipos de pele.
Sombras e batons em tons naturais que realçam a pele de loiras, morenas, ruivas, negras e
asiáticas.
E um conteúdo exclusivo com vídeos e passo-a-passo que ajuda a fazer looks de um jeito simples
e descomplicado.
É uma maquiagem para você fazer em casa e usar todos os dias.
Ajuda você a ficar de bem com você mesma. Porque só assim você fica mais bonita.
64. CONCEPT BIT BY BIT
- O N E M A K E U P L I N E F O R D A Y A N D N I G H T ? T W O M A K E U P L I N E S -
- T H I S A L R E A D Y E X I S T S , W H A T I S N A T U R A C R E A T I N G -
- A L L S K I N T Y P E S = “ L O I R A S , M O R E N A S , E T C … ” -
- N O T S I M P L E , B U T U N C O M P L I C A T E D & B E A U T I F U L -
- “ M A K E U P Y O U D O A T H O M E ” S O U N D S W E I R D -
- P A T R O N I Z I N G : S E E M S L I K E Y O U L O O K B E A U T I F U L O N L Y I F Y O U U S E T H I S M A K E U P -
-
66. ORIGINAL CONCEPT 5:
A gente acredita que toda mulher é bonita. E que toda mulher tem muito mais o que fazer
do que ficar pensando em maquiagem.
A gente sabe também que toda mulher quer estar bem e parecer bem, sempre. Não importa
o que esteja fazendo.
Então a gente criou uma linha de maquiagem que cuida do essencial para o dia a dia: que é a
pele. São bases, corretivos e pós com difusores óticos e ativos de tratamento que ajudam a
manter todos os tipos de pele bem cuidados, iluminados e sem manchas.
Além disso, a linha tem também sombras, blushes e batons em tons naturais que combinam com
loiras, morenas, ruivas, negras e asiáticas. Também criamos conteúdo exclusivo com vídeos e
passo-a-passo de como criar looks simples e bonitos.
É uma linha de maquiagem para todos os dias de todas as mulheres. Para elas ficarem ainda mais
bonitas do que já são. Naturalmente.
67. EVALUATION
Understanding: Confusing concept. The Insight is not true (women like to think about makeup, they
enjoy the process of making up). Makeup is not about practicity and rationality. It doesn’t mean
that consumers do not want products and makeup that is uncomplicated. And if it is about
practicity are the products easy to use, like a 3-in-1?
Engagement: Although the insight puts down the concept, the focus of attention is in the “skin care”.
A makeup with skin care engages them.
Concept structure: Too long and wordy. There is a problem of insight, RTB needs to be rethought
(technology is important, but needs to be clarified). The tone is patronizing and cold, distant.
New news: the skin as protagonist and technology. Consumers like the idea of skin care and
mention Asepxia and Clinique once they understand it.
Fit with Natura: “Natural colours” and “naturally” are essential to build this link with the brand. RTB
needs to be technological (skin care) but also “natural” to make this fit more clear.
Pay off: “enhance your beauty naturally” is very aspirational.
xxx
xxx
xxx
xxx
xxx
xxx
68. THE PREFERRED ELEMENTS
ON THE CONCEPT
A gente acredita que toda mulher é bonita. E que toda mulher tem muito mais o que fazer do que ficar pensando em maquiagem.
A gente sabe também que toda mulher quer estar bem e parecer bem, sempre. Não importa o que esteja fazendo.
Então a gente criou uma linha de maquiagem que cuida do essencial para o dia a dia: que é a pele. São bases, corretivos e pós com
difusores óticos e ativos de tratamento que ajudam a manter todos os tipos de pele bem cuidados, iluminados e sem manchas.
Além disso, a linha tem também sombras, blushes e batons em tons naturais que combinam com loiras, morenas, ruivas, negras e
asiáticas. Também criamos conteúdo exclusivo com vídeos e passo-a-passo de como criar looks simples e bonitos.
É uma linha de maquiagem para todos os dias de todas as mulheres. Para elas ficarem ainda mais bonitas do que já são. Naturalmente.
69. CONCEPT BIT BY BIT
- I N S I G H T I S N O T T R U E -
- I S I T A S E C O N D I N S I G H T ? N E W I N F O R M A T I O N ? -
- F O C U S O N S K I N T R E A T M E N T A N D G I V E R T B S M O R E S P E C I F I C . C O N S U M E R S T H I N K M A I N L Y
A B O U T S O L A R P R O T E C T I O N , A N D A N T I - A G I N G C O N T R O L ( S P O T S , F R E C K L E S , W R I N K L E S ) -
-
- R E S T O F L I N E I S A L S O A B O U T C A R E ? H O W ? C O N S U M E R S I M A G I N E P R O D U C T S T H A T Y O U C A N
S L E E P W I T H , T H A T D O N ’ T M A K E Y O U R S K I N O L D E R … -
- N A T U R A L L Y I S I N T E R E S T I N G F O R L I N K I N G W I T H N A T U R A
A N D F O R T H E E F F E C T I T B R I N G S I N T O S K I N -
70. SOME DIFFERENCES
BETWEEN SELS
For SEL As, reasons to believe are a must. The more “generic” concept of makeup is not appealing
enough. For lower socioeconomic levels, both in Mexico and Brazil, this discriminator is not
necessarily a must.
Also different is the relationship with a tutorial or step-by-step explanation of makeup. Whereas
lower SELs love the idea of learn to makeup, tricks and new possibilities, higher income women
(specially in Mexico) tend to see this as something not necessary. They already know how to make up.
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71. SOME DIFFERENCES BETWEEN
BRAZIL AND MEXICO
In Mexico, the concept with skin care tends to be preferred in all groups and to all SELs. This is due to
the fact that the climate is quite dry, Mexico City is very polluted and women feel the need to clean
and take care of their skin more often than anywhere else.
Mexicans questioned a lot the wording of the concepts. They are more rational and straightforward
and less lenient with the wording.
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73. THE TERRITORY:
NUDE MAKEUP
The territory is very strong and promising. It’s fertile,
it’s relevant in consumers’ minds, it’s trendy
in both countries - even in Mexico where consumers
culturally tend to makeup much more and strongly.
75. THE KEY BENEFIT:
NUDE MAKEUP
The key benefit is to enhance your skin (a makeup that not only you see, but also you feel in the skin).
This can be done in 2 different ways:
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Skin care makeup that
enhances the best of you
Skin treatment makeup that
disguises and enhances the
best of you
76. WHAT ARE THE DIFFERENT
APPROACHES?Skin care makeup that
enhances the best of you
Skin treatment makeup that disguises
and enhances the best of you
Range or brand?
Range of products within a brand It’s a new brand or comes up from a brand with skin
treatment credentials (ie: Chronos)
Essence It’s born out of makeups It’s born out of skin care
What is it? Makeup that by the way takes care of your skin Skin care range that also makes you up
Ritual
It’s part of a ritual of care: light, everyday, uncomplicated,
well-being
It’s part of a ritual of treatment -> dermatological, deep care,
uncomplicated, preventive
Reason to Believe
(RTB)
It’s part of a ritual of care: light, everyday,
uncomplicated, well-being
It’s part of a ritual of treatment -> dermatological, deep care,
uncomplicated, preventive
Differentials Practicity, facility, tools that help in usage Technology and skin care
Results Natural look, naturally more beautiful everyday Natural look, naturally more beautiful everyday
77. WHAT ARE THE DIFFERENT
APPROACHES?
Skin treatment makeup that disguises
and enhances the best of you.
78. WHAT ARE THE DIFFERENT
APPROACHES?
Skin care makeup that enhances the best of you.