Researching My Brand - No7.

A HISTORY

• No7 launched in 1935 as a series of deluxe beauty preparations, with the brand marketed as 'The Modern Way to Loveliness.' And in 1937 women saw the first colour cosmetics introduced.
• The production of cosmetics came to a virtual standstill following the outbreak of war in Britain. However, limited supplies of No7 were available in utility packaging and the full range of products were re-introduced in 1949.
• In 1952 the No7 range was relaunched branded- "Better and lovelier than before" - in gold and yellow packaging. Influenced by Hollywood, cosmetics became more sophisticated, with the first synthetic pearl pigment being developed to give a white, dewy effect.
• In 1965 the classic lipstick shade 'gay geranium' made its first appearance, and make up such as mix-match vanity palettes and nail colours were introduced. Eye colours such as blue mist, green pepper, truly beige, sea whirl and bronze beauty were popular at the time.
• 1971 saw No7 advertise on television for the very first time, and in the same year it become Britain's best-selling cosmetics range in Boots. The packaging stepped away from pastel shades and took on a terracotta, white and silver look.
• The 1980's saw the cosmetics market become increasingly sophisticated, with No7 relaunching in 1986 and changing the shape of bottles, jars and compacts for a more modern feel. The same year No7 skincare for men was first introduced.
• In 1995 No7 saw a massive relaunch, aiming to give the brand a more premium feel while retaining its value for money and accessibility. No7 consultants volunteered for charity - offering free skincare and make up sessions for women undergoing treatment for cancer.
• To celebrate its 70th birthday No7 treated itself to a facelift and relaunched in 2005 offering a more feminine look, with 300 new and improved products. In 2007 No7 Protect & Perfect Beauty Serum sold out across the country.
• Now,  with the latest relaunch of packaging and counters in stores. No7 also created a UK beauty first - the Foundation Match Made Service - which allows women to discover the exact No7 foundation shade and type for their skin.
  
  Read more at http://www.boots.com/en/History-in-the-making_1371366/#Vfo7W1CPtk1aze2H.99

TARGET MARKET:

It is purchased by a wide range of women from teenagers right through to pensioners. With most women being introduced to No7 by their mothers, it becomes one of the first cosmetic brands that many girls experiment with. The brand is in the enviable position of being able to claim very high loyalty, with many customers buying No7 products for over 30 years.

       

The ads show different situations, promoting various No7 products as the solution. For example "7 things you'll want after a late night" -- for Radiant Glow Foundation; "7 ways to make an impact" -- Lash Extensions Mascara and "7 things you'll need for a dirty weekend" -- Intelligent Moisture Lipstick. The campaign ran across TV, press, radio and six sheet posters and reflected the brand's sense of humour in its cheeky headlines and stories. It provided a consistent look and message across everything that the consumer saw -- either in store or while reading a magazine or walking down the street. While also appealing to a younger market with the prospects of cures for a tired face after a late night etc.

BRAND VALUES:

No7's aim is to provide inspiration for women to look and feel good and to celebrate being a woman. Consumer research has shown that the three key attributes most associated with No7 Cosmetics are trust, honesty and being a real friend.

The brand's positioning is premium but accessible; premium because its products and packaging are of a high quality and all new product development is benchmarked against the best in the market. Yet it is accessible because of its prices, friendly consultants and availability in every Boots store in the high street.

Read more at http://www.brandrepublic.com/article/464972/superbrands-case-studies-no7#yPz5Jxu4EbeiZUuH.99

This brand will be very easy for me to create a 'Playful' image to compliment and reflect my word and the brand. After research into the brand I am confident that my target market is for people around my age group and up so 20 - 40. The brand is all about empowering the everyday women and making her feel special which I think links to my ideas well. The poses seem to be very smiley with natural face makeup. I like the idea of using bright colours in my work, however this would be a good opportunity to match my brand colour schemes together with my final images by using nudes and pastels as well as strong empowering posing.