Our task this week in FCP was to understand how companies communicate their beauty products. We were assigned the product of mascara and were required to analyse how value, mass, middle and high end beauty brands were communicating their product through product, price, promotion, imagery, packaging, people and place.
I was excited for this task as beauty has always been a passion of mine and as a, dare I say, major consumer of beauty products I was interested to take a different stance and analyse just how these different brands were communicating their products, and in particular mascara, to myself and other consumers.
Within our team we decided which brands from each category we would focus on, choosing at least three from value, mass, middle and high end and visited Boots, Superdrug and House of Fraser to begin our research. We photographed different mascaras focusing on brand's points of sale, packaging and promotion choices. We then collated the images we had collected, both primary and secondary sources, onto an A3 mood board. We arranged our images by category - value, mass, middle and high end - adding annotations which contained our analysis of how these brands were communicating their products to consumers. We found that each category varied in their approaches of communication and in particular mass and high end beauty brands. Whilst mass brands, such as Rimmel and Maybelline, essentially have to compete with each other, using the brightest colours and claiming the most extravagant results, high end brands such as YSL are far more sophisticated in their approach using monochromatic or metallic colours and very minimalist, almost fashion editorial images to promote their product.
With hindsight, I would have changed the way we presented our findings onto our mood board. I would have condensed our images to make our mood board less cluttered and organised our images by similarities and/or differences rather than by category. This would have been more successful and would have allowed us to compare each category in depth rather than treat them in isolation. I would have also included words and phrases used by the brands we analysed to describe their mascaras as well as including a more explicit consideration of colour palettes and schemes.