For my final major project, I wanted to create work within the advertising area. I decided to rebranding an existing product from Bioeffects - the EGF Serum. BIOEFFECT is a skincare brand founded by three scientists who spent ten years of research bioengineer a plant-based human replica of EGF (Epidermal Growth Factor) in barley. The brands mission is to “restore and maintain the skin’s natural youthfulness and vitality” using their pure ingredients. The active ingredient within the serums is EGF, derived in barley plants which develop in volcanic pumice and watered from Icelandic spring water. By rebranding the product it will create a new look as well as exposure by attracting a new target segment - this generation.
Current Package's Challenges
Position towards limited target segment
Lacks approachability by masses
Focus on only one values proposition: medical and pharmaceutical element
Disregards the vanity element
Colour is a very powerful tool when it comes to branding a product as it conveys a message. According to the “Maryland study” done at University of Loyola, Brands are typically recognised 80% more with their colour (Dallmeier, 2016). 60% of the time, people will either be attracted or not based on the colour of the message. Colour influences your buying decisions.
When it comes to skin care products, there is a certain colour scheme that represents the concept of “natural”. Bioeffect stress the fact that they use “pure ingredients” with their products that are derived from a plant. Biologist Lorraine Dallmeier looked at “50 Natural Skincare Brands”and found that there are three main colours in their branding were: white, green and blue. There is psychological reasoning behind using such colours. White typically represents purity, simplicity and cleanliness. It is often used in health-related products, in this case, the medical aspect within the Bioeffect’s brand. Green represents serenity, health and freshness creating sense of health and calm. These two colours are the main colours of the brand, it is used within the current packaging and product design. Blue is not used within Bioeffects however it is one of the main colours of Natural skin care brands and it represents dependability and trust.
Looking at colours and consumers, there are colours that they like and dislike. Women tend to lean towards blue, purple and green and move away from orange, brown and grey. Men like blue, green and Black and dislike brown, orange and purple.
Bench marking
There are four types of benchmarking:
Strategic Benchmarking
Competitive Benchmarking
Functional Benchmarking
Internal Benchmarking
I will be focusing on competitive benchmarking, in specific to design. I will be comparing Bioeffects product design to other current competitors in the market. I will be closing gaps to make sure the visual improves. In todays market, consumers are frequently seeking ethically labelled, eco-friendly, free from harsh chemicals products (Mordorintelligence.com, 2018).
Since EGF is an anti ageing product, I researched what are the “best Anti-Aging Serums” that are cult-favorite, editor-approved and loved world wide.
Since Bioeffect is seen as a high end brand sold at Harrods and Net-a-Porter, I will compare it to existing brands at the same level this focusing my research. According to Glamour, these are the best luxury skin products 2018 (Nast, 2018). In relation to anti ageing serums/creams these are the top 4:
In 2019, these are the top 4 anti ageing serums/creams:
Here are a few serums that have been recognised for their excellence on different platforms. I will use these as visual inspiration for the product design.
Reference:
Allure. Available at: https://www.allure.com/gallery/must-try-beauty-products-bucket-list [Accessed 9 Apr. 2019].
Chadwick, M. (2019). The 36 Most Exciting Beauty Products to Try in 2019. [online]
Dallmeier, L. (2016). The Meaning of Colours in Natural Skincare Branding. [online] Herb & Hedgerow. Available at: http://www.herbhedgerow.co.uk/the-meaning-of-colours-in-natural-skincare-branding/#ixzz5kIu1bazy [Accessed 6 Apr. 2019].
Mordorintelligence.com. (2018). Organic Skin Care Market Size, Share, Trends, Growth, Forecast (2018-23). [online] Available at: https://www.mordorintelligence.com/industry-reports/organic-skin-care-market [Accessed 8 Apr. 2019].
Nast, C. (2019). 17 Skin Care Products That Are Worth Every Single Penny. [online] Glamour. Available at: https://www.glamour.com/gallery/beauty-awards-skincare-product-winners [Accessed 8 Apr. 2019].
Nast, C. (2018). Skin Care So Good, It’s Worth Every Single Penny. [online] Glamour. Available at: https://www.glamour.com/gallery/best-luxury-skincare-products [Accessed 8 Apr. 2019].
Storm, M. and Adamiyatt, R. (2019). The Best Anti-Aging Products We Swear By. [online] Town & Country. Available at: https://www.townandcountrymag.com/style/beauty-products/g624/top-25-anti-aging-products/ [Accessed 8 Apr. 2019].
Racho, J. (2019). 9 Face Serums That Will Banish Fine Lines and Wrinkles. [online] Dermstore Blog. Available at: https://www.dermstore.com/blog/top_ten/wrinkle-serums-that-actually-work/ [Accessed 8 Apr. 2019].
Silberman, L. and Adamiyatt, R. (2019). The Best Anti-Aging Serums For Any Budget. [online] Town & Country. Available at: https://www.townandcountrymag.com/style/beauty-products/g12823629/best-anti-aging-serums/ [Accessed 8 Apr. 2019].
The Good Trade. (2019). 17 Best Natural & Organic Skincare Brands For That Perfect Pure Glow. [online] Available at: https://www.thegoodtrade.com/features/natural-and-organic-skincare-brands [Accessed 9 Apr. 2019].