Proj book tfcos

TOO FACEDCOSMETICS

THE MAKEOVER

ISSUE

2 Too Faced Cosmetics, The Makeover Issue

Too Faced Cosmetics, The Makeover Issue 3

introduction

T here aren’t many industries’ that can boast the fierceness of competition as in the beauty industry. Over saturation due to the scope and trendiness nature of the business offer great opportunity for both new and seasoned company’s who have great ideas, and the wherewithal to stay relevant and engaged with their customers.

This book is a reference to the process of how to rebrand a company who in a cluttered, yet highly lucrative market can overcome its obstacle of obscurity. From obscurity to strong contention, this book will explain what rebranding can do for the beauty that is Too Faced.

TOOFACED.COM


BRAND DEVELOPMENT 50 Electronic Media52 Social Media56 Digital Ads58 Print Media60 Billboards62 TV

CREATIVE DEVELOPMENT 24 Inspiration26 Mood Boards28 Logo Development30 Motion Graphics 31 Taglines

STYLE GUIDE 35 Makeover36 Logo Standards38 Logo Uses40 Look & Feel41 Textures42 Images44 Main Colors45 Typography48 Brand Voice

RESEARCH09 Research14 Target Audience16 Personas18 SWOT Analysis20 Client Brief22 Brand Mission

tableofcontents

SOURCES 64 Image Sources69 Written Sources

“when pretty really matters”


09Synopsis pg 11Target Audience pg 14Personas pg 16SWOT Analysis pg 18Client Brief pg 20Brand Mission pg 22

rese

arch


TOO“A woman without paint is like

food without salt”.-Plautus


hilosopher Plautus probably seemed like a real prick. But really, in todays society, is that idea really so far fetched? Women without makeup being compared to tasteless food? From pop starlets to movie icons to women gaining notoriety over leaked, explicit tapes, the way women look plays a significant role. Of course, the women mentioned

here live their lives in the spotlight, so putting their best foot forward is essential. But what about the rest of American women? They have their own spotlight called their daily lives that they must be the stars of. This is an intangible fact that cosmetic companies bank on. This banking is to the tune of $60 billion dollars a year in the US alone.

PFACED


As a society, we’ve always valued beauty. Yes, contributions women make to their craft is important but what is also important is how they look. Lisa Weller, a Behavioral Psychologist wrote an interesting essay on the matter. She asserts that success in our society is determined in no small part by one’s physical appearance. She says that studies have shown that the more attractive adult will be preferred socially, is more likely

to be hired at a job interview, and will be less blamed and more excused for misbehaviors, delinquencies and so on. Therefore in reality, we cannot dismiss the role makeup plays in the everyday lives of women. Makeup matters and that’s just a fact. Maybe that’s why the cosmetic industry is a $60 billion dollar a year industry nationally, and expected to reach $265 billion globally by 2017 according to Statista.com. With such lucrative

opportunities to meet the every taste of women, differentiated makeup company’s are emerging to soothe every palate. Subsequently, even Plautus couldn’t even fathom the role, this love affair makeup would play in society century’s later. ExpectationsThe goal for re-branding Too Faced is to create a unique brand identity that ultimately increase its brand recognition. Other goals include


defining a compelling brand voice with captivating imagery, and to engage and build a community of followers for the brand.In order to get women reaching for Too Faced versus another brand, the target audience needed to be defined. Alina Wheeler suggests that you must understand the needs, preferences, habits and aspirations of the target audience. She goes on to

say that by creating a unique experience that is aligned with brand positioning, the designer can create a connection with the target audience that is uniquely different from its competitors. Tools like color, typography, textures and engaging images are the starting point. For an example, according to colormatters.com, sixty percent of the decision to buy a product is based on color. This is why it was

important to change the colors associated with Too Faced cosmetics brand from dull and unassuming to eye catching and interesting.


Primary Target Audience

“Start with her needs, desires, fears, concerns, problems, headaches and dreams. People care much more about themselves than they do about your product”.

Females 16 to 40

Go Getters

Self Confident

Heightened Beauty Awareness

High School Education & Beyond

Medium to High Income Households

Strong Interest in Fashion

DEMOGRAPHICS


personasLolita lives in Manhattan, and is a 35 year old mid level exec who has eyes for the top. Although she is an ambitious girl, she looks forward to the reaffirming, loving bond that her 2 small bichon’s, Louie and Vuitton give her. Underneath all the fitted, name brand suits, the long hours in the office and the skimpy lunches at her desk, she finds solace in all the little things that playfully remind her of her femininity. In an office mainly occupied by men, she has pink and purple gel pens stashed in her desk. Besides her furry babies, down time includes an episode of TiVo’ed Scandal, a glossy fashion magazine and a glass of red wine.

Taylor is the type of teen that will drive any parent crazy. As a native of North Carolina, Taylor is a popular sophomore in high school whose brother is the captain of the varsity football and basketball teams. Taylor participates in a number of sports herself while maintaining a 3.5 grade point average. Conscious of her appearance & smarts, and definitely conscious of boys, Taylor finds herself a stickler about her appearance. Friends, social media and make up blogs are her go to for the latest and greatest news on fashion and beauty. Her competitive spirit doesn’t stop her from being girly outside of her athletic obligations. She can be found in her spare time, out planning things with friends,while eagerly posting pics to Facebook, Twitter & Pinterest.


of 12 year old girls wear makeup.

60%Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing.

82% of women believe wearing makeup makes them feel more self confident.


Increase brand recognition by advertising moreAdvertise to a broader market, i.e, African American, Latino marketsExpansion into new markets, such as skin care and nail carethat allows for more product linesBuild a new sense of pride and loyalty with its target audienceAbility to stand out amongst its competitors

Quality ProductsResearch & Innovation; role model for innovative productsCustomer Oriented Good Social Media PresenceBasics Product Line is Strong and Popular

SWOT ANALYSIS

STRENGTHS

OPPORTUNITIES


Intense competition from major brands trying to maintain market shareIntense competition from emerging brandsIndustry is highly competitive & saturatedStaying true to brand, not portraying itself as a value based brand

Brand recoginiton is weakProduct packaging has no clear cohesivenessPortrays only small segment of populationNot portrayed as a fashion forward brand

THREATS

WEAKNESSES


Too Faced is a manufacturer of cosmetic products that include “eye products, such as bases and primers, shadows, glitters and shimmers, liners, mascaras, and brows; lip glosses, plumper’s and balms, pencils, as well as lipsticks; face products that include concealers, pressed powders, foundations,

CLIENT BRIEF


CAMPAIGN OBJECTIVESand blushes; bronzers, bronzing palettes, and self tanners; eye and face sets; gifts, accessories, including makeup brushes and bags and custom palettes”. Based in Irvine, California, co-founder and Creative Director Jerrod Blandino founded the company in 1998 with co-founder and CEO Jeremy Johnson. Known for its trend setting and innovative products.

To create a stronger brand identity

Make the brand a formidable competitor

Be a go to brand among females 16 to 40

To increase brand recognition

Attract new customersIncrease brand loyalty


BRAND MISSION

Brand PersonalityThe Brand Personality is who Too Faced is at its core. These personality traits should be the go to tenants when writing copy and designing for the brand:


FunFeminine

Fashionable

Smart


24Mood Boards pg 26Logo Development pg 28Motion Graphics pg 30Taglines pg 31

deve

lopm

ent

crea

tive

26 Too Faced Cosmetics, The Makeover IssueMOOD BOARDS


Mood boards are great ways to capture the potential look and feel of a campaign. They are meant to be loose and non-committal for feedback purposes solely. Mood boards are made from any medium that the designer finds inspirational. Ambiance is created here as the client gets his or her first tangible sense of the possibilities. Yet more importantly, helps the designer know before obligating to an idea, whether or not he or she is on the same page as the client.

28 Too Faced Cosmetics, The Makeover IssueLOGO DEVELOPMENT


“Quite often, one quick glance is all the time you get to make an impression” -David Airey

With its new identity, a sense of fashion and beauty is injected into the brand where it was lacking before. The inspiration for the logo

was gained from the shapes of circles denoting the colors in eye shadow palettes. After a number of iterations, the shapes were put together

and formed into the initials of Too Faced. The negative space of the T and F is reminiscent of a runway in fashion shows.


Random circle appearing on screen

Random circle appearing on screen

Logo is beginning to be a recognizable shape

Logo is now fully evident

Lights are flashing on and off, like a camera taking pictures




Partial logo is fully evident on the screen as it fades out

Logo fades out to white Logo is fading back in to actual logo

Ends with actual logo


MOTION GRAPHICSTAGLINES

“when pretty really matters”

“be who you want to be”

“love beingbeing a girl”

“work hardlook pretty”

“shinegirl,

you’re on”

“girlishnessrules”

“who do you want

to be?”


33

Before & After pg 35Logo Standards pg 36Logo Uses pg 38Textures pg 41Images pg 42Color pg 44Typography pg 45Brand Voice pg 46

style

gui

de


Too Faced is a unique company which differentiates itself through the experience it delivers of fun, Hollywood glamour and transformation on many levels. Behind the brand now is a sense of glamour, revitalization and interest. The improved logo is representative of countless women of different complexions, backgrounds and experiences; therefore making it more universal and transcendent.


The Make Over

The Too Faced Logo is the most immediate representation of the company and brand.

before after


LOGO STANDARDS

The Too Faced logo is composed of two main elements; the pictorial mark and the word mark.

It’s designed for high impact and easy recognition. The logo itself is complex, but it’s strong, modern and easily memorable.

To preserve the integrity of the Too Faced Brand, it is of the utmost importance that all reproductions of the logo be kept up to these standards listed:

“The sequence of cognition. The brain acknowledges and remembers shapes first. Color is second in the sequence.” -Alina Wheeler

Dissecting A Logo


PROTOCOLThe primary use for the Too Faced logo is the full color version. Secondary versions for printed wearableapparel only include the black and white version.

x measure

Let’s be clear...To preserve the Too Faced logo brand’s integrity, always maintain a minimum clear space around the logo. The

logo must always have a clearly defined area of space surrounding it to ensure that it is not overpowered or crowded by graphic

elements or text. The minimum clear space for the Too Faced Brand logo and the alternate logos is defined as the height of the “T” in the

word-mark. To create a more eye catching wow factor, allow even more space around the logo.


It’s all about fun and making things work. The logo can appear on color, illustrations, or photographic background as long as the legibility and integrity of the logo are not compromised. Dependent upon the complexity of the background, a choice of whether the border is needed or not is solely left to choice. The only time the logo appears with black circles, and without its border is on apparel.

YES!

LOGO USES


to pictorial mark only when outside of apparel

to one color circlesother than black or white

to stretching to squishing to re-arranging

to shrinking to border changesNO!


In today’s world, women are bombarded with countless cosmetic companies that offer numerous choices of the latest products; making it even more difficult to stand out and be remembered. Subsequently, it’s more important than ever that the brand be presented strategically to embody the level of quality and trust that people have found in the brand. This guide is a resource and ensures the representation of the Too Faced brand identity remain consistent across all marketing material. The style guide covers all aspects of the identity, such as the message, voice,

tone and appearance. This is the only way to ensure all communications look and feel as they come from the same consensus and promote the values of Too Faced.

LOOK & FEEL

Too Faced Cosmetics, The Makeover Issue 41TEXTURES

Too Faced is dynamic, full of color and texture. Although four main colors represent

Too Faced in advertisements, no colors are off limits. Too Faced is a beauty brand, the

look, feel, and tone are all represented by the upbeat, glamorous, fun images, copy and type all pointing to that old but modern hollywood vibrancy. Yet, the four main colors will still be

showed in all marketing runs regardless of the season and pallate reprensented. .

42 Too Faced Cosmetics, The Makeover IssueIMAGES


Images are used to communicate the message of captivation, and empowerment as they are coupled with the current, most trendy, must have, enticing looks of the season. Colors are rich and diverse, and always incorporating the four main colors of the campaign. The bold images are intrusive and catch your eye, like the Too Faced woman. Color and texture are an important part of how the message is communicated. The textures are simple which is in contrast to the complex, colorful imagery. Geometric in shape, the use of circles, rectangles, squares, offer an interesting way to express Too Faced in an engaging way.


A new vibrant, dynamic fuchsia is now the face of Too Faced Cosmetics. Glamour is represented by the black and white colors that are timeless, ageless and sleek. The gold is a nod to Old Hollywood, with all its glitz and glam, but now revitalized, given new life. Overall, the brand is fresher, younger and has a greater appeal.

R:255, G:204, B:0 C:0, M:0.2, Y:1, K:0

Color Palette

R:255, G:255, B:255C:0, M:0, Y:0, K:0

R:255, G:0, B:128 C:0, M:1, Y: 0.498, K

R:0, G:0, B:0 C:0, M:0, Y:0, K:1

“As a marketing tool, color attracts consumers and can shape their perceptions. Through color, a brand can establish an effective visual identity, form strong relationships with a target market, and position itself among competitors in the marketplace.” (Labrecque and Milne. 2012).


Typography

abcdefghijklmnopqrstuvwxyz0123456789!

Futura-Condensed 45MediumABCDEFGHIJKLMNOPQRSTUVWXYZ

The Futura font is strong and clear. It is used to communicate the message in the loudest voice possible. Dense is a sleek font that signify the fashion and beauty industries. Avenir Next is minimal, still sophisticated and easy to read.

ABCDEFGHIJKLNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!

abcdefghijklmnopqrstuvwxyz0123456789!

Futura-Extra BoldABCDEFGHIJKLMNOPQRSTUVWXYZ

Dense-Headers

abcdefghijklmnopqrstuvwxyz0123456789!ABCDEFGHIJKLNOPQRSTUVWXYZ

Avenir Next Condensed-Body Copy


The tone of voice has its own distinct sound. One that separates Too Faced from its competitors and really solidifys who the brand is. The brand means Expert in Beauty so they sound Authoritative. Yet expressed in a colorful, playful, confident and fun manner. Every piece of Too Faced copy should have an aspect of Authoritative, Fun and Confident collectively or separate, without losing the core message of supporting women to be as beautiful and distinctive as they want to be. Encouraging women to take on the world one pretty experience at a time.

Brand Voice

Tone of Voice


Electronic Media pg 50Social Media pg 52Digital Ads pg 54Print Material pg 56Billboards pg 58TV pg 60

49bran

d de

velo

pmen

t


Website


“The first thing to understand about marketing today is that it’s all about shared experience. Consumer behavior is radically changing with respect to content consumption. No longer are people consuming most of their content on the TV, a newspaper, or even their computer. Rather, they are using a combination of channels” (Thibeaul, 2014).

Companies should worry about losing sales and market share by only using traditional communication channels such as TV, or print in today’s society. By connecting with consumers through digital media, the investment could be greater with less marketing dollars being spent.

52 Too Faced Cosmetics, The Makeover IssueSocial Media


“It is about creating a genuine and lasting presence in the social web that embeds your content and brand into the places where consumers are congregating and sharing. It’s about creating never-ending streams of content that people care about, tapping into their passions and connecting to them in ways that last a lifetime. Furthermore, it is about ROI!” -Overdrive Interactive Website

“By associating elements of your business with popular trends, users will be more likely to take notice of your site, share your pins or even seek your professional services” (Ahmad, 2014).

54 Too Faced Cosmetics, The Makeover IssueSocial Media

“Pinterest drives more traffic to retailers than Linkedin, YouTube and Google+, reaching more than 10 million monthly unique visitors than any other sand alone site ever”. -Mediabistro.com


Pinterest is important to the campaign because there consumers can be view the most popular pins (trends) and analyze them from users who can be pretty inluential in their social circles. Then Too Faced can affiliate its content with these trends and even start some of its own. The pins or images allows users to share and connect with each other based on the products they’re interested in.


Digital Advertisements

TOO FACED2014c o s m e t i c s1.

2.

3.

Digital Advertisements transitions are used to generate interest and foot traffic to the TooFaced.com website when existing and potential users of the product are on other websites. Three images show the transitions as they fade into one another.


The goal in using trans media is to establish, connect and engage the target audience into building a strong, emotional and loyal relationship with Too Faced Cosmetics.

58 Too Faced Cosmetics, The Makeover IssuePrint Material


“Magazines and newspapers are the two most frequently used forms of print advertising. Companies selling products or services related to occupations, lifestyles, or interests use magazines because they can pinpoint their target audiences” (Levens, p. 198).

60 Too Faced Cosmetics, The Makeover IssueBillboards


“Content should have an ethical appeal, an emotional appeal, or a logical appeal. A rhetorician strong on all three was likely to leave behind a persuaded audience”.Konnikova, 2014.


Thirty second advertisements will be placed during peak viewing times for popular shows like Scandal, The Good Wife, Vampire Diaries, Glee and American Idol to ensure we hit the demographic of girls and women aged 16 to 40 - also, placed on popular networks such as MTV and Nickelodian.

Shot #: 1 Time: 4 secSFX/Music: Duck and Dive Visual Description: Music playing while images of fancy cars in luxurious places pop on and off the screen to the upbeat sound of the music.Audio VO: All of the cars...

Shot #: 2 Time: 4 secSFX/Music: Duck and Dive Visual Description: Images of stylish women with gorgeous hair flash and pulsate on and off the screen to the music. Only head shots are shown.Audio VO: All of the gorgeous hair...

Shot #: 3 Time: 4 secSFX/Music: Duck and Dive Visual Description: Fashion images of clothing that will make you want to stare at the screen flash on screen to the beat of the music.Audio VO: All of the beautiful clothes...

TV


Shot #: 4 Time: 3 secSFX/Music: Duck and Dive Visual Description: Image of current logo and Images of the websiteAudio VO: ...and accessories...

Shot #: 5 Time: 5 secSFX/Music: Duck and Dive Visual Description: Video is introduced. More oddly placed images appear to support the idea of minimal living.Audio VO: I will gladly give up

Shot #: 6 Time: 5 secSFX/Music: Duck and Dive Visual Description: Video of confident woman with her makeup bag and attitude (woman clutches the bag)Audio VO: In exchange for my Too Faced.

Shot #: 7 Time: 4 secSFX/Music: Duck and Dive Visual Description: Image of current logo coincides with the woman on screen. Then a animated logo appearsand then leaves.

T.V. is a powerful medium. It has the ability to reach a far greater audience than any other medium out there. By strategically placing video & music ads during peak viewing times, Too Faced will get a brand boost by elevating that emotional, got to have it connection.

64 Too Faced Cosmetics, The Makeover IssueSOURCES


Introduction PageColorful Eye Shadows-Image courtesy of Just2shutter/DigitalFreePhotos.net

Fringe. Fashion Model Girl With Trendy Hairstyle and Makeup© Subbotina Anna - Fotolia.com55292754

Blusher Brush With Face Powder-Image courtesy of photoexplorer/FreeDigitalPhotos.net

SOURCES

Cosmetics-Image Courtesy of Salvatore Vuono/FreeDigitalPhotos.net


Violet Lipstick-Image courtesy of Stuart Miles/FreeDigitalPhotos.net

Teen girl with freckles, red hairstyle, yellow makeup and nails© Subbotina Anna - Fotolia.com63448902

Tropical summer holiday woman fashion concept© NinaMalyna - Fotolia.com63301749

T.O.C. Page

Colorful Eye Shadows-Image courtesy of Just2shutter/DigitalFreePhotos.net


ResearchFemale strict portrait closeup© Dmytro Flisak - Fotolia.com63080882

Surprised Woman with open Mouth. Pin up Girl© Subbotina Anna - Fotolia.com56674101


Woman with hairstyle and makeup© SL ADV - Fotolia.com61241024


African and Indian beauty© Lvnel - Fotolia.com33890738

Demographics

Business Lady Writing On Notebook-Image courtesy of adamr/FreeDigitalPhotos.net

Female strict portrait closeup© Dmytro Flisak - Fotolia.com63080882

Young Teen Holding Phone Personal ImageNo copyright needed

Teen Smiling Into CameraPersonal ImageNo copyright needed

Beautiful Young Woman-Image courtesy of Victor Habbick/FreeDigitalPhotos.net

Young Teen With FriendsPersonal ImageNo copyright Needed

Beautiful Young Woman-Image courtesy of Victor Habbick/FreeDigitalPhotos.net

Two Friends Drinkingcourtesy of Victor Habbick/FreeDigitalPhotos.net

Client BriefYoung Teen Holding Phone Personal ImageNo copyright needed

Brand MissionDotted Lipstick TubePersonal ImageNo copyright Needed

Happy Smiling FacePersonal ImageNo copyright Needed

InspirationBalloons© Lvnel - Fotolia.com33890738

Style GuideFace art Makeup© Mikhail Malyugin - Fotolia.com63876025

Too Faced Official Logo©toofaced-toofaced.com

Woman Applying Cosmetic Pencil-Image courtesy of Marin/FreeDigitalPhotos.net


http://cdn.hifipanda.com/51b6e03c5e42324415.jpg

ImagesColorful Eye Shadows-Image courtesy of Just2shutter/DigitalFreePhotos.net

Fringe. Fashion Model Girl With Trendy Hairstyle and Makeup© Subbotina Anna - Fotolia.com55292754


Cosmetics-Image Courtesy of Salvatore Vuono/FreeDigitalPhotos.net


Brand VoiceColorful Eye Shadows-Image courtesy of Just2shutter/DigitalFreePhotos.net

Woman sitting on kitchen tophttp://www.pinterest.com/pin/397583473326227111/

http://dimeonadime.com/web/wp-content/uploads/2011/05/Rojane_Fradique.jpg


Weller, L. (1987) Philosophies of Human Nature and Perception of Physical Attractiveness. Social Behavior & Personality: An International Journal, 15(1), 101-104

NEFF, J. (2012). Revlon counts on ‘selling hope’ to make up for its small size. Advertising Age, 83(31), 14.

Bly, R. (2009, September). 9 keys to writing copy that sells. Writer, 122(9), 40-41. Retrieved September 2, 2009, from Humanities International Complete database.

Morton, Jill. (2010). Why color matters. Retrieved November 23, 2013, http://www.colorcom.com/research/why-color-matters

Curtis, H. (12/2011). MTIV: Process, Inspiration and Practice for the New Media Designer, 1/e Vitalsource eBook for Full Sail University [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781256505372

Wheeler, A. (10/22/12). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781118465028

Airey, D. Logo Design Love: A Guide to Creating Iconic Brand Identities, 1/e Vitalsource eBook for Full Sail University [VitalSource Bookshelf version].

Konnikova, Maria. January 21, 2014. The Six Things That Make Stoires Go Viral Will Amaze and Maybe Infuriate You.The New Yorker. http://www.newyorker.com/online/blogs/elements/2014/01/the-six-things-that-make-stories-go-viral-will-amaze-and-maybe-infuriate-you.html

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