Concept pitch
Batiste is the number one seller of dry shampoo that was created in the 70s as a replacement for talcum powder, in order to refresh your hair whilst on the move and in between washes. They are looking for four new graphic identities and fragrances, that fit in with their current range but stand out and have shelf appeal. Batiste are said to be fashion-led, and therefore the new identities must fit in with this. Whilst appealing to new costumers, and engaging with old ones, I will have to work within the existing parameters of the packaging, working across three different sizes.
The target audience is both specific and broad at the same time. It is meant for 'outgoing, active, on the go and fashionable woman' but it is also intended for women aged between 16 and 44, which is a rather extensive age difference. Although I will pin the age down, there are a few things I have noticed about Batiste that I don't feel is appropriate for either end of the spectrum. First is the language Batiste uses on their products needs to be considered. You will find adjectives used such as 'sexy and glam', 'fruity and cheeky', 'seductive and elegant' and 'sassy and daring'. The product is intended for women on the go, therefore no 44 year old woman wants to be getting out her gold, shimmering bottle of 'sexy and glam' dry shampoo, and neither does any 16 year old. The appeal just isn't quite there. In addition to this, Batiste's most recent designs appear too bright and garish for the older target audience. Although it is intended to be 'funky' and 'fresh', they're either trying to appeal to a market that is too broad, or they need to make their products a little more subdued.
Research into existing product and pattern design has given me inspiration on how the packaging could be changed so that it is still fashion forward, whilst looking expensive and keeping the cheap price tag. Paul and Joe beauty, for example, are an extremely fashion-led brand, and this can easily be seen from their packaging and aesthetics. Each product is limited edition and asserts creativity. They come out every season in unique packaging that is specific to that season's fashion line, decorated with a signature pattern. Creator Sophie Mechaly states "It's about having fun. I don't ask for advice, I just have things I love. Who is the 'PAUL & JOE Woman'? Women who are totally self aware and fuelled by an inner confidence. Women who are brimming with so much determination to enjoy life that they may seem a little hedonistic. She is savvy, stylish, and not afraid to address her needs and desires. Women who have these qualities, and at the same time project charm, passion and compassion. These are the women PAUL & JOE is made for."
Paul and Joe really project their aims within their designs, and this is what intrigues me about their designs. Their the type of designs that appeal to a wide audience, whilst still being quite specific. For example, their Alice in Wonderland collection is viewed as adorable, but it is still appropriate to all age groups.
From this, I will look into how I can make Batiste appear more fashion-led and attractive to a wide-ranging audience. The user is on the go, their active, so they want something that they're not ashamed to get out of their bag and use. You don't want it to look like something that you would use to sort out greasy hair, but at the same time it must be distinctive to the Batiste brand, in-keeping with their logo. The consideration of limited edition products will be used, and language will be changed to appear less tasteless.
Results from survey on possible fragrances
Concept boards
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