N A T U
R A
N E U
T R A L
MAY,
LA MAISON LIFESTYLE
ATELIER
BACKGROUND
“Look Naturally” is becoming more massive today. Many cosmetic brands express it in different
ways: naked style,...
OBJECTIVES
Identify compelling and unique insights
to develop concepts for this new
makeup line
Define a winning concept co...
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 Mexi...
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 mo...
WHOM WE INTERVIEWED
Everyday Style,
Regina Capuano
Occasional
make up consumer,
Carolina Pio Fraccaro
Makeupartist,Douglas...
WHOM WE INTERVIEWED
Everyday Style, Melinda Santillan
Makeupartist,AnaGutierrezdeVelasco
Barbie Style, Tatiana Sada
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-...
KEY
LEARNING
BEAUTY
& MAKEUP
BEAUTY:
FEEL GOOD, LOOK GOOD
At 35 plus, consumers acknowledge that beauty comes from within, as well from whatever you
ma...
BEAUTY:
FEEL GOOD, LOOK GOOD
The good thing about ageing is confidence. Women feel better at their own skin, they acknowled...
There are some perceived differences between Brazilians and Mexicans:
Mexican women seem to be less confident than Brazilian...
MAKE UP: SELF EXPRESSION
Makeup is an essential element in the beauty routine. It’s not about transformation, but self
exp...
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
...
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 ch...
SELF EXPRESSION IS ABOUT
“FEELING AT YOUR BEST”
Feel good on your own skin (self acceptance)
Feel self cared
Feel ready to...
BEAUTY & MAKEUP
EVOLVES WITH AGE
At 30, most of them claim to have a “click moment”. Times passes by and this is clear in ...
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 = fe...
MAKEUP IS MORE
DEMOCRATIC
Both in Brazil and Mexico, women in their 35+ claim that the world of makeup has dramatically
ch...
AND MAKEUP INSPIRATION
COMES FROM EVERYWHERE
They learn with their kids (who are teens) at home
They look for trends in bl...
For consumers in both countries, a world without makeup is bland, boring, black & white, common,
squared, rough, less inte...
MAKEUP
DECISION
TREE
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...
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...
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...
BEAUTY
CLUSTERS
We provided consumers a couple of brands and did free association exercises, in which they had
to group and cluster brands...
BRANDS BRAZIL
BRANDS MEXICO
MAC has more awareness in Brazil than in Mexico.
In the “national/catalog” universe, Natura, Avon and Boticario
seem to be...
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 ...
HAUTE COUTURE
STYLE
Brands with provenance/origins
Halo effect from fashion industry
Drive technology and innovation
Expert...
HAUTE COUTURE
STYLE
Skin seems flawless and with a good texture
Extra effort and difficult either in eye makeup (special desig...
CLASSIC
STYLE
International brands
Classic, consolidated, “no mistakes”
brands
Cosmetics expertise (makeup
oriented)
Innov...
Only for SEL C: classic makeup, hairstyle, combining
colours (ear rings, nails and lips) and marriage style
xxx
Skin seems...
TRENDY
STYLE
International brand
Style over makeup (sell a lifestyle, a
catwalk makeup)
Innovation based on styles (colour...
TRENDY
STYLE
Focus on colour combinations that are rare, difficult to match, yet
matched to perfection
Younger looks
All ele...
FAST FASHION
STYLE
Affordable versions of M.A.C.
Style over makeup (sell a lifestyle or
many lifestyles)
Innovation based o...
FAST FASHION
STYLE
Focus on colour combinations that are rare, difficult to match, yet
matched to perfection
Younger looks
A...
STREET FASHION
STYLE
“Local’” brands
Value for money
Good quality, good price
Easy to find
Convenient
Mostly catalog
Giftin...
STREET FASHION
STYLE
Skin is not the focus
Lighter makeup tones, everyday, specially pinks
A bit “boring”, a bit too pale
...
COPY CAT
STYLE
“Local’” brands
Cheap
Bad quality
Too bad to show or even know
Jequiti (Brazil)
Racco (Brazil)
Intense (Bra...
COPY CAT
STYLE
Nothing special, just big mouths
Colours do not call attention
Flowers and other elements in the background...
NATURA´S PERCEPTION
Natura is a brand linked to the catalog universe.
There is a general perception that the brand evolved...
MAKE UP
STYLES
MAKE UP STYLES ACCORDING
TO CONSUMERS
- NO MAKE UP AT ALL - - NATURAL / BASIC / NUDE -
Some expressions: “Washed out,
sick...
NATURAL / BASIC / NUDE
CHIC / PARTY / SPECIAL
EXAGGERATED / OVER THE TOP
MAKEUP STYLES
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 ...
THE “NUDE” STYLE
The most important part in the “nude” makeup is the face, followed by mouth and then eyes.
The “nude styl...
THE “NUDE” PALETTE
THE “NUDE” RITUAL
The average “nude look” is composed by:
Foundation or powder to “enhance” skin imperfection,
cover up pu...
CONCEPTS
CONCEPTS EVALUATION
During the groups we went through 2 different
concepts with consumers, evaluating it as a whole
and the...
CONCEPT 3
ORIGINAL CONCEPT 3
A gente acredita que existem dois tipos de maquiagem. A maquiagem dos dias de festa, que você
combina c...
EVALUATION:
Understanding: Confusing concept. Consumers were not sure as the concept establishes there are
two types of ma...
THE PREFERRED ELEMENTS
ON THE CONCEPTA gente acredita que existem dois tipos de maquiagem. A maquiagem dos dias de festa, ...
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...
CONCEPT 5
ORIGINAL CONCEPT 5:
A gente acredita que toda mulher é bonita. E que toda mulher tem muito mais o que fazer
do que ficar pe...
EVALUATION
Understanding: Confusing concept. The Insight is not true (women like to think about makeup, they
enjoy the pro...
THE PREFERRED ELEMENTS
ON THE CONCEPT
A gente acredita que toda mulher é bonita. E que toda mulher tem muito mais o que fa...
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...
SOME DIFFERENCES
BETWEEN SELS
For SEL As, reasons to believe are a must. The more “generic” concept of makeup is not appea...
SOME DIFFERENCES BETWEEN
BRAZIL AND MEXICO
In Mexico, the concept with skin care tends to be preferred in all groups and t...
THE
OPPORTUNITIES
THE TERRITORY:
NUDE MAKEUP
The territory is very strong and promising. It’s fertile,
it’s relevant in consumers’ minds, it...
THE INSIGHT:
NUDE MAKEUP
Insight should be focused on being at your
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 ...
WHAT ARE THE DIFFERENT
APPROACHES?Skin care makeup that
enhances the best of you
Skin treatment makeup that disguises
and ...
WHAT ARE THE DIFFERENT
APPROACHES?
Skin treatment makeup that disguises
and enhances the best of you.
WHAT ARE THE DIFFERENT
APPROACHES?
Skin care makeup that enhances the best of you.
Natura Presentation
Natura Presentation
of 78

Natura Presentation

Graphic Design presentation for Natura, 2014. The aim was to present the new concept on Nude Make Up.
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Natura Presentation

  • 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
  • 9. KEY LEARNING
  • 10. BEAUTY & MAKEUP
  • 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
  • 23. MAKEUP DECISION TREE
  • 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
  • 27. BEAUTY CLUSTERS
  • 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
  • 29. BRANDS BRAZIL
  • 30. BRANDS MEXICO
  • 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.
  • 46. MAKE UP STYLES
  • 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”.
  • 48. NATURAL / BASIC / NUDE
  • 49. CHIC / PARTY / SPECIAL
  • 50. EXAGGERATED / OVER THE TOP
  • 51. MAKEUP STYLES
  • 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. 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
  • 54. THE “NUDE” PALETTE
  • 55. 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
  • 56. CONCEPTS
  • 57. 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.
  • 58. CONCEPT 3
  • 59. 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.
  • 60. 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.
  • 61. 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.
  • 62. 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 - -
  • 63. CONCEPT 5
  • 64. 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.
  • 65. 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
  • 66. 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.
  • 67. 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 -
  • 68. 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. xxx xxx
  • 69. 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. xxx xxx
  • 70. THE OPPORTUNITIES
  • 71. 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.
  • 72. THE INSIGHT: NUDE MAKEUP Insight should be focused on being at your
  • 73. 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: xxx xxx Skin care makeup that enhances the best of you Skin treatment makeup that disguises and enhances the best of you
  • 74. 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
  • 75. WHAT ARE THE DIFFERENT APPROACHES? 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.

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