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Saturday, 31 May 2014

Thursday, 15 May 2014

The BIG IDEA | Michelle Guest lecturer
founder and creative director and CEO of Front Cover cosmetics

Make up was an extension accessory to what we brought on the highstreet / fashion. 
their audience wanted to get the look from magazines i.e smokey eye. 
Front Cover wanted to give them the opportunity to buy make up that taught them make up lessons.
Their audience wanted the "it” looks .. but also wanted the teachings and explore the theories of the product and trend. 

Front Cover aim : transfer fashion trends to make up, in a relevant and teaching way. 
They followed the trends, the idea of when something’s gone, its gone. They adapted around that to their two seasons.
They believed in imagery and they wanted to get across the message in the image by the ‘look’ 

They felt passionate for their products to live up to high end brands, but wanted to keep the price accessible for this consumers.
Front cover Launched in 2008. ( start of economic crisis)
Wanted to stretch the cat walk looks into make up, product names would be inspired by catwalk references i.e looks, textures, colours, fabrics etc.

Taking a wider view in trends general, They did not use any trend houses. 
all competitors are seeing the same information. 
It’s about seeing influences from other sources and making it your own. 

Product innovation and quality are at the heart of the brand. 
Lots of planning, creative direction, editing, modelling, story boarding.
Always keep in mind what your consumer would like and what they would suit. As long as they are happy thats all that matters.

Make sure your brand is not out of sync with the brand image.

Multi channel distribution strategy - launched in Sephora, networking is key. (We are using selective distribution brands)
  • cult beauty range 
Their values:
  • being british
  • being real
  • warm tone of voice
  • high quality
  • accessible
  • stylish
  • passionate
  • always listen from customers, most innovative ideas come from the consumers

Important to edit your information. Vital for consumers to know what the brands about but to cut it down. (what bits make you different to other brands)
  • home down 3 main points that we would say to revive our brand values.
  • what makes you product unique?

Wednesday, 14 May 2014


How old are you? 
  1. 43
  2. 24
  3. mid 20’s 
  4. 30 something
  5. 25

what scents do you like? / are brand names important to you? is so why?
  1. quite floral and fresh  scents as its coming up to summer, not so much as long as its good quality and smells nice
  2. fresh, nothing heavy something that isn’t common. yes but i would purchase independent perfumes, like the ones in liberty.
  3. something modern and soft, in the evening maybe something heavier and musky like Tom Ford. To an extent, personally celebrity fragrances don’t appeal to me.
  4. I personally like aquatic fresh smells. yes, not going to lie i like to show off.
  5. sweet and warm. not necessarily I think its nice to have one brand but the smell is most important!

Does the packaging effect your purchase? big bold brand names or simple and classic? 
  1. if buying for a gift i would like it to be packaged beautifully and classic. 
  2. the packaging in general would draw my attention to the fragrance at first definitely
  3. packaging is a must if I’m buying a perfume around £40/£100. I would want the packaging to reflect the brand
  4. its not my main factor but, id like it to look nice on my dressing table and when i get it out on the tube or train
  5. i don’t like anything fussy, i think keep it simple but looking expensive is key. less is more.

Are you wearing perfume now? if so what?
  1. Guerlain
  2. Miss Dior cherie
  3. Molecule 01
  4. DKNY Be Delicious 
  5. Issey Miyake

Sunday, 11 May 2014



ACNE ADVERTISING: A company that creates business opportunities with strong ideas and innovative communication. Their ambition is to create ideas that spread far beyond bought media space into the everyday lives of our audience.  

1. WHO? Acne Advertising is a member of the Acne Family – a multidisciplinary group of companies where Art and Industry meet.

2.WHAT DO THEY DO? Acne has entered all kinds of communication areas head on. Advertising, design, commercial film production, feature films, tv-formats  online games, web production, mobile phone apps. 

3. STRATEGY? Focused on generating results for clients, they create ideas that spread far beyond bought media space into the everyday lives of their audience, producing ideas with a top-notch attention to detail. Creative scope and production value.

4. PORTFOLIO? They were awarded and featured in places such as Cannes Lions, D&AD, One Show, NY Festivals, Eurobest,FWA’s, Creativity Magazine, Les Beaux Arts, Vogue, Elle, The New York Times, Intersection, the blog of Kanye West, and the BBC.

Saturday, 10 May 2014


SEMINAR WITH SI | Who do you believe?

Breaking news story 
  • Official / reliable twitter accounts (SKY news, BBC,) as opposed to Daily Mail | Official news Apps
  • Newspaper ( THE Guardian)
  • News on TV, Radio : opposed to journalists
New Trends
  • Fashion magazine : Vogue, Harpers Bazaar etc.
  • Well known bloggers
  • Instagram accounts 
  • Websites such WGSN, Business of fashion 
  • More reliable than Topshop apps, as they aim to sell you stock of their own. (creating their own trends)
  • Read The Tipping point.
Product Launch 
  • Youtube videos ( accounts that publish sneak previews) (Vloggers, bloggers that review products) 
  • official website of the brand & their social media platforms they are accociated with.
  • live launches
  • word of mouth 
  • TV 

identify 3 different sources from the Newspaper.
Daily Mirror : 
Starbucks ad : written by Lisa robinson, worker for Starbucks stating benefits of drink. - fed into publication, creates editorial
NCS Summer item

ABC : national dailys on the guardian. 
look at abc figures on vogue, elle etc. ( stats, figures, media) 

Create a PR campaign for: 
Nottingham - city of culture
  • food festival / music 
  • outside market square.
  • promotion on social media, outdoor advertisement, leaflets sent to homes, posters (guerrilla marketing) 
  • Nottingham castle/ woolaton park

where does the hook come from, to create your story how are you going to make it credible?

lecture with Si | PR believe in me
-PRSA. pr is a strategic communication process that builds mutually beneficial relationships between organisations and their publics”
building relationships with people you want to perused and advocate to. 
  • to shape and maintain a brand/company. - working in charity, movement, support acts. 
  • what is PR? often in agency, most will have in house agencies.
Reputation management ( business)
  • public
  • corporate
  • crisis
Marketing communications (consumer)
  • product launch
  • repositioning
  • awareness
  • sales
what is PR?
  • story telling; creating content with necessary paying for it
  • advocacy
  • persuasion
  • referral 
  • recommendation
  • creating word of mouth
  • belief
Digital ( is the story true?) 
  • multiply
  • the source
  • integrity
  • reward
  • circulation 
  • churnalists (repackage news then blogs)
  • citizen journalists
  • advertiser influence
  • Snow blindness 
  • convergence
  • context
  • celebrity (value of celebrity is starting to decrease)
  • brands
  • capitalism
  • technology ( much more in a position to start an access, the access to people to make your company grow)
Consumer PR
  • creative
  • media
  • digital ( social, mobile, radio) 
  • Blurred Lines
Types of activity : 
  • media relations
  • press conferences
  • product trials ( i.e restaurant review)
  • events (launch party) 
  • promotions 
  • sponsorships
  • awards
  • content creation
  • stunts
  • guerrilla
  • corporate social responsibility
  • media leverage ( campaign)
  • the core idea. simple relevant, innovative
  • an idea that media can buy into the market will respond too. 
  • first. new. research.(stats) outcome.(achievement) cause. personal.(transition, triumph) celebrity. celebration 
Planning for a PR Campaign.
before you start the essay read the brief
  • objective (the brief)
  • the hook
  • the message (s)
  • target market
  • communication channels (pinterest)
  • timing 
  • resources (think about being clever on digital, and communication platforms) 
  • schedule (shaping and maintaining)
  • evaluation ( show why its worked and why its successful)

  • look at great campaigns (award winning PR AGENCIES) the CANNES LIONS
  • Top agencies in the UK
  • fragrance clients
  • new trends
  • technological innovations
  • the hook : www.thisismission.com   www.hillandknowlton.com   www.prweek.com
best turn around ad campaigns


Sunday, 4 May 2014

In this beautiful story photographed by  Carl Kleiner the selected fragrances were broken down to their individual notes using the fragrance pyramid, the pyramidical compositions visually describe the fragrances over time from top through to base notes.
I thought this would be a different and innovative approach to use for Island Water photo shoot campaign as it's low budget but visually effective. 

From top to bottom : 
Chanel / No 5 – Ylang ylang, neroli, lemon, iris, vanilla, sandalwood and amber.
 Tom Ford / Sahara Noir – Bitter orange, rose petal, cinnamon, honey, incense, vanilla, cedar. 
Creed / Silver Mountain Water – Bergamot, blackcurrant, mandarin, green tea, petitgrain, sandalwood.

I thought it was time to promote myself in a visually and creative way. Being a fashion and communication and promotion student made me want to use my skills into promoting myself to engage to future employers and companies. I wanted the website to be a reflection and supplement of my personal style. The site will showcase previous work and experiences I have gained in an easy interactive way for viewers to see. 

Saturday, 3 May 2014

Lecture | The campaign process

From insight to idea, integrated communication, Logic, formula for communications. 
Identify who we are as a brand, as a platform. 
Brand truth, creative platform, creative prospersition, (gives you logo)

Think about what we stand for, smells.. Value.. Service
Brain storm all our brand values and bring it to all together

Perceptual map, (desire / substance)
Pen portraits ( consumer insight)
Understanding consumer behaviour! How would they react to a certain product or message.
What brands to they buy, dislike.
Every day aesthetics. 
BACK UP WITH RESEARCH, what techniques we have used!! 

Sigma research : link lifestyle to collective hold, look at identity into graphs, 
Do they live in a postmodern or socio life? 

Positioning maps, lifestyle, what brands they aspire to buy, if they were a car what car would they be?

Look at : Brand psychology 
What do you know about the segment, economic situation, brand DNA, link how they all come together
Think about who we are trying to be and what we stand for.
Branding position : tone of voice
Show how our insides and how does it apply to our subject.
Creative propersition : to inspire creative concepts that can illustrate  a powerful yet simple expression.
Create a SPRINGBOARD into our process to help the creative teams get a idea.
Scale intimacy, you need to attract a broad group of people, emotionally. Understand their personal lives.
Needs to align to their local passions. But also broad enough to reach others.

Channel mix 
consumer purchase funnel 
TV > Print > celeb, influencers, bloggers, video content, fans, social> 

Call to action : 3 click rule, engage and make it simple. Make it easy for people to use our site! 

Do we want to create a exclusive feel of our launch event? Creatively what can we do to make sure they have a amazing journey through our brand, ( samples giveaway?)

Think about where our consumer will see out campaign showed, where are they when they see out campaign ( call to action)
Make sure we think about each panel in their channels.

Consumer generated content, EARN MEDIA, people who want to upload stuff and share your brand. PAYED MEDIA
Mobile marketing!
Kellogg's tweet shop!
Soho London, 
Relied on people to share and generate engagement, how do we make people generate content from it? 

Evaluation : think about how we will evaluate our launch. Make sure it will be successful, pre launch evaluations and post evaluation! 
Think about if our consumer likes what they see!  

Nike make it count campaign
Make it relevant to them, at a individual level what makes it relevant to you as a person. They then started thinking about it in store interaction. Interactive people in a personal level, based on insight.
Ran two types if events, photography exhibition in East London, high profile event but very niche. Open to public to see. 

Launch events for PR

Online communications, consumers
Providing content, start off with celebrities to upload content to generate public to follow. 
Start thinking about it as one whole campaign.

I love it when artists bring life and texture to two dimensional photos and drawings by way of embroidery. In his latest series Newserie, Chilean artist Jose Romussi embroiders flowers and geometric doodles over pages of fashion editorials. My personal favourite it the one with the white flowers – he created strands of hair and tiny braids with thin, wispy threads. Another piece that had the same theme is his Dance series, where ballerinas get the colourful  threaded treatment.

Lecture with Tim | photo shoot cheats
Think about how things are transformed around angles and positioning.

Brand image, photography 
In studio ideas, surrealist, dada movement
Collage, montage, cubist.
Playing around with focus and blur, use of plastic. 
Play around with organic and tech
Low tech, fold, cute, slash 
Look at innovative and different ways to shoot imagery

Software, overlay / overlap technique / blur and distort
Mix of Opacity and layers
Look at Weather photographer.
Projecting on the body,  
Use of mirroring and kaleidoscope effect. Duplicating images 
No location, post production.
Blur image : victorvictoria