Michelle Humes-White
CEO Art Director, Designer & Illustrator of Front Cover Cosmetics Company
Their Gap in the Market: Where had all the excitement gone?
Merging fshion trends with cosmetics, a very small amount of cosmetics brands would release new colour ways for each season.
Consumer research to find out their gap in the market and what the consumer wanted:
'Same makeup look for twenty years.'
Bullet point the brands 'must haves' how will they answer the consumers needs?For instance Front Cover wanted to give a 'look' from a trend so put all products in one box with step by step guides, the collections were two per year as limited editions to keep it new and exciting. The products were affordable with a variety of colours to allow experimentation. These factors answer the findings from consumer research that woman want to be able to try new make-up.
To develop the collections trend spotters, sayer away from trend websites as all churn out the same informations, they needed to be ahead of the game.
Product innovations and quality are at the heart of the brand. Getting someone to buy again with the clever part, the quality of the product insured people returned.
Photoshoots for packaging, two big shoots per year for limited edition packaging. Lots of planning and storyboarding.
Always keep in mind your customer.
Multi channel distribution strategy: Sephora, QVC, Front Cover online store.
What we stand for: Front Cover, British, Fashion, real, innovate, premium, stylish, fun, addictive, cult, high quality, passionate, collectable, empowering, glamorous, accessible.
What are the three things you want your brand to say?
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