Background
During two weeks we worked in project groups with one copywriter and two designers. The theme of these two weeks was gender equality.
During two weeks we worked in project groups with one copywriter and two designers. The theme of these two weeks was gender equality.
Brief
You are creating a perfume, thinking of gender equality. Analyze the beauty industry’s marketing climate today, from a gender equality perspective, and use this analysis in your product development. Create a campaign for the release of your perfume, in different platforms of your choice.
You are creating a perfume, thinking of gender equality. Analyze the beauty industry’s marketing climate today, from a gender equality perspective, and use this analysis in your product development. Create a campaign for the release of your perfume, in different platforms of your choice.
Analysis
We went to a mall, different stores and checked the web for everything we could find. What we found was a very interesting difference in the copy towards men and women in beauty products. Men are receiving a message that they’re already good enough. Typical male products, according to its copy, enhance the already good qualities in men. Women on the other hand, face the message that they’re not good enough. Women products are, in most cases, advertised as the salvation to their already initiated decay. They’re being encouraged to start over, change, and begin a new life. While men should just remain, and keep on doing what they’re doing. See example below:
We went to a mall, different stores and checked the web for everything we could find. What we found was a very interesting difference in the copy towards men and women in beauty products. Men are receiving a message that they’re already good enough. Typical male products, according to its copy, enhance the already good qualities in men. Women on the other hand, face the message that they’re not good enough. Women products are, in most cases, advertised as the salvation to their already initiated decay. They’re being encouraged to start over, change, and begin a new life. While men should just remain, and keep on doing what they’re doing. See example below:
Idea
With our analysis we decided to create two unisex perfumes, under the same brand name – Nomad. A name we chose because of its gender neutrality, but also with the idea that we’re all nomads of life.
With our two individual names ”Path 1 - I Remain” and ”Path 2 - I Change” we want the customers to face the beauty industry’s gender norm, without really knowing it. ”I Remain” as the illustration of the male norm, and ”I Change” as the female equivalent. And when facing these norms, making a decision. This time not based on what’s expected of them as either man or woman, but instead choosing the path they feel is theirs.
With our analysis we decided to create two unisex perfumes, under the same brand name – Nomad. A name we chose because of its gender neutrality, but also with the idea that we’re all nomads of life.
With our two individual names ”Path 1 - I Remain” and ”Path 2 - I Change” we want the customers to face the beauty industry’s gender norm, without really knowing it. ”I Remain” as the illustration of the male norm, and ”I Change” as the female equivalent. And when facing these norms, making a decision. This time not based on what’s expected of them as either man or woman, but instead choosing the path they feel is theirs.
Marketing
In our advertising we really wanted to focus around the name Nomad. Every platform we used was to be mobile, but analog. Like the life of a true nomad. But we still wanted to connect with the big city people around the world. Therefore we first created a newspaper cover ad, intended for different free news papers being handed out on subways and such, around the world. For example Metro. Since it's a cover we wanted to use the fact that the person who can read it, is the person sitting opposed to the reader of the news paper. And we also wanted to use both sides as different settings. Since it's all about making the choice of path.
Well, that wasn't enough. We wanted to step even further outside the typical perfume-box. Guerilla marketing didn't really feel like the beauty industry's way to do it – so we went with that. What we really wanted to do with our pimped out escalators was to make the choice relatable, visual and memorable.
