Today we presented our brand for the 3rd task of our Fragrance Project.
Our brand is called Mist & Matter, and follows the tagline "feed your skin".
Mist & Matter is a skin care brand for young women (aged 18-25) who want to embrace, nourish and enjoy their skin. Bare skin is one of the most important things about our brand and we really wanted to focus on that. When doing market research we found that a lot of skincare products have quite clinical/medical packaging and a simple tone of voice, therefore we want to fill the gap that they've created. We want to promote skin care that does good, with a light hearted tone of voice.
Our product is a range of body mists (the mist) that you spray on top of a light moisturiser (the matter), which is enriched with anti-oxidants and SPF. The body mists are named after different females beginning with 'm', to link with the initials of the brand name and add a realistic touch to the brand. Layering fragrances proved to be popular when we spoke to consumers and sales assistants, because it adds a personal touch and also increases longevity.
This is our brand onion, which portrays the essence, values and personality of our brand. As you can see we're very playful and light-hearted, however we also see ourselves as considered because we're serious about doing good to the skin. The natural ingredients in our products have beneficial properties, which ensure the skin is being protected and cared for.
This generation of consumer really cares about what goes on to their skin, and they are also concerned about ethical issues and the environment, which is why our brand offers a refill service to help with issues such as waste and recycling, and also encourage consumer loyalty to the brand.
Part of Task 3 was to produce a print ad and also a video ad. For our print ad (as you can see above), we really wanted to focus on the bare skin and show the ingredients that are within the product directly on to the skin. We were inspired by the likes of Wolfgang Tillmans and an editorial by Henrik Bulow, for Dansk magazine, called 'Fore is More. Our model was the perfect fit for the brand due to her striking features, such as her orange hair and blue eyes. She felt really comfortable within the photoshoot and was natural and unposed. The pops of colour within our print ads really convey the fun and light hearted personality of the brand, as well as the font of our logo.
Lastly is our video. We filmed on set and also included some found footage. When editing, we picked out the shots of the model laughing and enjoying herself, as well as clips such as berries falling and an extreme close up of skin, and set this against an up-beat piece of music (Mezzanine by Shields). We wanted to convey the fun side of the brand, as well as the key elements of the product.
Georgia.xo
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