Campbell & Rennie - Skin
Campbell & Rennie are a start up cosmetics company. Our philosophy is to provide a natural skin care product range that meets the needs of young males aged between 14-21 years. Our aimsWe want to develop a brand for our skin care range called SKIN which includes a moisturiser, shaving foam, face wash and after shave balm. Our aim is to launch this new product range on the market and develop a strong sales outturn. The branding should be easy to translate from packaging, to website design to social media campaigns.The Business This business sees itself as the “David” against the “Goliaths” of the cosmetics industry. We can’t compete against huge budgets so its important that our branding is strong from the outset as it won’t be changed. The image we want our business to portray is of a business which is relevant and current, innovative, natural and can be trusted to deliver a product that does what it says it will do.The target audienceWe believe our target audience are males between the ages of 14-21 years. We think the initial purchase will be made by a parent fed up of their son using their products. The parents are savvy enough to recognise that the product will be attractive to their son, whilst meeting their own concerns for healthy, safe and gentle skin care products. Their son meanwhile wants a hassle free product, that smells good, does what its supposed to do and looks good on the shelf so his mates want to copy what he’s using .The brandingThe branding should be easy to recognise, male driven and not feminised. It should be modern and simple, be able to stand out and easy to distinguish on the store shelf. Happy with quirky but it shouldn’t be obviously sexualised as we don’t want to put parents off having it on the bathroom shelf. Long term GoalsThe branding should be male driven and target the tastes of young men aged between 14 years and 21 years, but we want a brand that can mature with our customers, so the design can’t be childish.
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