Digital Production: Beauty Brands

How to Identify a Beauty Brand?

Seven Brands That Changed the Face of Beauty Marketing?:

1. Estee Lauder:

Was the founder of Estee Lauder herself and started her business with only four skin care products with the dream to sell them to women all over the world to make all women beautiful. She was a very passionate women and had a strong drive to achieve her dream and she changed the face of the cosmetics world. She was first inspired by her uncle who created skin cream in a lab therefore she decided to start selling skin care products in a local salon demonstrating them to customers while they had there hair done. As she had such a passion for it her and her husband opened there own company and by the end of the year they sold over $800 worth to 'Saks Fifth Avenue'. Her secret to selling was to be interactive with the customer and show them the results on there own skin while explaining the products. This created the companies 'High-Touch Service'. The brand then began well known for its 'Bonus Gifts' meaning you would get a free gift when buying another product which gave her more customers. The business did so well due to these elements plus how involved Estee Lauder was, as she would go to every opening of a new store and help the new employees. To expand her business she wanted to advertise it in the newspapers and have a different model represent her brands at any given time. With her products she chose a colour scheme of turquoise as she believed this gave the brand a scene of luxury and match most decor in people's bathrooms. As well as skin products she also expanded into fragences the first one called 'Nose' and insisted all products be made of the highest quality products. The business over time has grown to the greats and she was awarded many honor for it and overall the brand is expanding even more even after her death in 2004.  

2. Clinique:

Was owned by Estee Lauder and the idea around Clinique was so people could have products that improve their skin! Dr Orentriech and Carol Phillips where employed by Estee Lauder as they were convince by the Dr's theories to be able to give women better skin. In 1968 the brand introduced the 'Three step skin Care System' meaning that clients could have a daily cleaning, exfoliating and moisturizing routine. It was the first ever dermatologist being allergy tested and 100% fragrance free. In 1976, it was one of the first brands to regonised the different skin care for both men and women. Clinique has moved forward from when it was created and its aims are to give their client high quality products that they can trust for their skin and enhancing their natural beauty. They want their staff to set an example on the brand as they wear lab coats that represent the company as being related to medical and dermatological communities, making sure the brand shows a scientific purpose, which is also shown through their adverts. 

3. Revlon:

In 1932, Two brothers Charles and Joseph Revson and a chemist CR Lachman, changed the history of the beauty Industry. The brand started with one product, revolutionary nail enamel that came in many different colours, which took off all over the world e.g. vogue. In the 1950's Revlon released an ad that was very much spoken about due to the combo of red lips and nails, representing a women appearing glamorous in an everyday situation making it possible for any women to look glamorous everyday. In the 1960's Revlon wanted the 'American look' anywhere and everywhere making it advertised featuring U.S models. In the 1970's 'New wave Feminism' was a main theme and added new products of eye and face make-up therefore expanding there business. It also stated that it would become the world no.1 seller of perfume and over 40 years later the perfume is still brought by many women. In the 80's it became a mass-market beauty brand and worked with women like; Iman, Claudia, Schiffer, Cindy Crawford and Christy Turlington. In the 90's the brand released its 'colourstay' Collection and it became the no.1 long-wear brand (still is today). Finally in the 2000's, Gucci Westman joined as a Global Art Director and pushed the brand to the front of beauty and fashion. The brand was also known for creating the idea of beauty becoming a 'seasonal' wear, changing looks every six months. 

4. Max factor:

Max factor was the founder of the brand and began his journey to try and define glamour with his own hair and beauty goods shop which started in Razan, Russia. In 1914 Max his first motion picture movie and was horrified by the greasepaint that were used on the actors. Therefore he created a flexible greasepaint for films to make them appear more human and beautiful. In 1918, max introduced the colour harmony principle to make-up. This meant that make-up shades were used to try and compliment a women's natural skin tone, eyes and hair. In the 1920's was a very important time as Max introduce the glamorous make-up to the general public making it possible for normal women to look like the Hollywood star. In 1928, Lip Pomade was invented (Lip gloss) which was to provide a glossy look to movie stars on the screen. Later in the same year the famous Jean Harlow who had platinum blonde hair gave Max an idea to create new make-up shades to match this bright shade of hair colour. In 1932, he invents a 'Beauty Calibrator' to measure dimensions of a persons face and structure. This device was created to make it easier to know where to create shadows on the skin and create the 'perfect face'. In 1935, 'Pan-cake Make-up' was created which helped actors meet the standards of the technicolor film and when clients started taking this home Max Factor released this in stores as it was a popular product to make everyone look glamorous. Max factor died sadly in 1938, aged 66 and his son took over his business to keep his fathers memory alive. The brand continued to reach new highs with developing its products and is now one of he biggest beauty brands, while still keeping Max Factor's main intentions of glamorous women.    

5. L'oreal: 

Eugene Schueller was the founder of the brand who first sold hair dyes (Aureole), soaps and shampoo's to Paris hairdressers, he was also known to taste his products to ensure efficacy. In 1953, the brand forms a licence to sell products in the U.S. making the product there called 'L'oreal USA'. Sadly in 1957 Eugene passes away and a man called Francois Dalle takes over release hair care products in the same year and later in 1961 creating a soap business. Continuing in the 60's the company then goes public and even buys the french cosmetics company Lancome. Moving into the 70's it enters into a pharmaceutical business as it buys 'Synthelabo' and Eugene's daughter then trades in almost half of the stock for a 3pc stake with Nestle. The 80's showed a great success for the business as it became world's number one cosmetics. In 1995, it gained two drug companies in Germany and France expanding its sells and became the number two cosmetics brand in the US by buying Maybelline for $758m. Finally in the 2000's it moved together ethnic beauty products, buys 'Colorama' brand from Revlon and now sells in magazines e.g. Lanvin, Marie Claire.

6. Pond's: 

Was invented in the United States as a medicine by Theron T. Pond and Mr.Pond extracted a healing tea from witch Hazel which he discovered could heal small cuts and other ailments, which was later named 'Golden Treasure' and then 'Pond Extract' after Theron's death. In 1886, the company began to advertise nationally under the name of Pond's Healing until 1910. In the twentieth century the company was mainly selling cosmetics products; 'Pond's Vanishing cream' and 'Cold Cream' which lead them into the facial care industry. But today Pond is sold all around the world and largest market is Spain and Asia. In 1910, the companies main focus was on its vanishing cream and it began its ad campaign that involved a lot of celebrities. A lot of the creams on the ad had description of what they were and how to use them  which one included a famous quote saying' Every normal ski needs these two creams'. This Ad increased sales by 60% and gave it a lot of business. In the 1920's the sales had sadly gone down as because the product was affordable it was believed it would not work as well as designer products would. As this happened the company wanted to target people of higher class as to make their product more of a luxury, they did this by printing ad in magazines such as Vogue. After a great review from the Queen Marie the Pond's company began to give out free products in the magazines and characters representing the brand where also created to get the general public to again buy their products. During the 1930's business slowed down again due to the great depression. Pond's company merged with 'Chesebrough Maunfacturing Company' in 1955 which was in facial care field. The products then became available in supermarkets in the United States and the products came in small glass bottles designed with a round cap and was regonised by its bright colours green, blue and white. 

7. Dove: 

The brand was founded by Lever Brothers in 1957 and first starting selling beauty soap bars, which has expanded it market to body wash, deodorants, lotions, facial cleaners, shampoos and conditioners. In the 1950's the brand advertised a dove beauty bar boasting its '1/4 cleaning cream' and that the product 'Creams your skin while you wash'. The ad encouraged the buyer to only wash half their face to see if the products worked. Dove made soaps 'cool' and referred to the soap not as soap but as a 'bath and toilet bar' in their ad's. The series of ad's were always comparing themselves to normal bars stating their moisturizing qualities as shown in picture of cream being poured into the dove bars. In the 1960's the Dove brand concentrated more on women and introduced the pink coloured dove bar which was 'heavenly fragrance'.  In the 70' s an adverts was produced to ask 'what part of you ages first?' and it goes on to advertise its soaps again, taking a side by side comparison again. And also ad's in a scientific approach to why the soap can help stop ageing which is explained in its ad which was more of a positive to buyer. The ad in the 80's challenges women to a seven day trail in their product to swap their old soaps for there dove for seven days as it is 'one thousand times better than soap' and it was to state that you would look prettier due to the moistening to the skin. In the 90's the ad's go towards a focus group of women experimenting with test strips to determine the harshness of the different soaps, making the dove brand stand out as girls stated they would switch brands for dove. The lastest Dove campaigns (2004) advertise change. The campaign is called 'Campaign for Real Beauty' in a effort to widen the definition of beauty and they used non-models but normal women of all shapes, sizes, race and ages to celebrate real beauty.