Thursday, 18 February 2016

Brand: No:7

So today we were given our brands that we will use for the second half of our digital image production unit. 
I was given No:7. I will have to fit my ideas from my 'Pastiche' Editorial Shoot into this brand. 
 Known to women across England as the 'luxury brand that is affordable'. Every women knows this brand and has either, themselves, or someone they know, tried the products available. Its customers are loyal and they trust No:7. Its familiar and this is what keeps the brand alive.


No:7 was created by John Boot the heir to the boots dynasty. Having bought the company Boots back from America after the Great Depression, He decided to create an own-brand. No:7 was launched in 1935 with an 11 product skin care line and the slogan 'The modern way to loveliness'. The brand expanded with a colour cosmetics line in 1937. Production was stopped due to the second world war but was then re-introduced in 1942 and then was fully re-launched a decade later. Using the slogan 'Better and lovelier than before'. 

http://files2.coloribus.com/files/adsarchive/part_699/6990855/file/no-7-make-up-range-full-impact-small-13320.jpg
In there recent campaigns they seem a little more representative of there customer demographic. It seems to also represent what they stand for, A British Luxury Brand that is all about enhancing your natural beauty at any age, for an affordable price. It looks like they have taken the 'Real Women's Natural beauty' approach much like the 'Dove Real Beauty' campaign. They have used their reputation for being the 'every woman's brand' as a way of structuring there new marketing and advertising campaign and targeting No:7's longstanding customers.

http://i.dailymail.co.uk/i/pix/2015/08/05/11/2B1DB83400000578-3185794-image-m-15_1438771442255.jpg

I have to say I'm not a huge fan of the most current re-branding. I much prefer the beauty ads featuring previous No:7 ambassador Keeley Hawes. The images were more creative and they made the makeup more exciting. They made the brand more exciting. It also felt a little more high end.

https://s-media-cache-ak0.pinimg.com/236x/ee/2c/11/ee2c115ddad18d7251a60e073ac90646.jpg




I love the idea of natural beauty and that every woman is beautiful and this is true, but for me I love the idea of using an Icon or famous actress to brand makeup. That was something I loved to see when I was a kid and I aspired to look like those women and buying the makeup felt more glamourous. As shallow as it sounds for me makeup has always been about glamour and lifestyle. It was about living in a type of fantasy where you could be any version of yourself you wanted. It was like costume and and matching your outsides to your insides. 

No:7 has an incredibly long history and has gone through numerous changes and re-branding, Constantly trying to keep up with changing trends. I feel that you can see this in the advertising over the years. There isn't one running theme when it comes to there beauty ads, or a particular style they go for. It feels messy and I feel that in the past they have sometimes lost there identity and tried to be a brand that they are not.

When I first received my brand I wasn't happy about it. It was the only non High-end brand that was given out and I was worried that I would be limited in my design process but I found it to be to the contrary. The fact that No:7 has such a history of re-creation and re-branding means it gives me more scope to create something a little different. It allows me to go a little outside of the box. I can pastiche some of its previous styles and create something new and fresh whilst still keeping to the bones of the brand. 

https://s3-eu-west-1.amazonaws.com/mother-londen-production-s3bucket-asda8lo6v37l/content/section-5412be978e1213.44655386/Carousel/NO7_EX_LA_2009%20copy.jpg




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