ELEVATING BRANDS IN A CROWDED MARKETPLACE
Thanks to social media forms such as Instagram, Twitter, and Pinterest, we live in a society where anyone can
act as a photographer, designer or artist. The walls between the experienced and the amateur have been broken
down. Through this collective experience, consumers are developing a discerning eye and a strong visual aesthetic,
expecting refinement in concept, design and messaging in everything from skincare to house paint. Because of
this phenomenon, Mass and Masstige beauty brands must view their offerings from a premium perspective to lead
their category.
The modern consumer is heavily influenced by design. The more stylish things they see, the more they want
everything in their lives to be stylish1. The look, feel and tone of an advertising campaign is of equal importance
to the look, feel and tone of the product packaging; 64% of consumers claim to have tried a new product because
of the packaging, and 41% said they bought the product repeatedly because of the packaging2. The desire for
style leads consumers to rank packaging as almost as important as the brand itself. Studies reveal that seeing a
product that is attractive triggers the part of the motor cerebellum that causes hand movement. Consumers reach
for something they like without even thinking3! This makes the elevation of the look, feel and tone of everything
that a consumer sees or touches an imperative focus for brands looking for growth.
Great packaging, however, begins with strong brand and image development. The best branding campaigns start
at the core of the company’s values and are transmitted throughout both advertising and product. Developing a
strong image is important because it causes customers to have a mental picture of the brand4. The best and most
successful companies have a brand message and image that customers can immediately picture in their minds.
To understand the importance of elevating brand image and packaging, we look at several brands in the marketplace
that embrace elevation in all forms of consumer engagement:
Equinox, Advertising Campaign
H&M, Advertising Campaign
Equinox’s “Equinox Made Me Do It” advertising
campaign shows that “lowered inhibitions and
playful naughtiness are the side effect of living a
more provoked life.”5 The brand wanted viewers
to see that by joining their gym, they will “disrupt
preconceived notions and break boundaries.”6
The bold and provocative imagery sets Equinox
apart from other gyms by showcasing their
brand as highly stylized and edgy. Without this
elevated lifestyle approach to communication,
Equinox would be perceived as just another gym.
H&M owns the fast-fashion category thanks to a
strong focus on elevating the brand through all of
its communications. Advertising and promotional
campaigns feature models typically hired by
luxury fashion houses - Miranda Kerr, Gisele
Bündchen and Beyoncé - setting H&M apart from
other brands. Their campaign merges affordable
fashion with luxury and makes customers more
eager to believe in their brand. Would H&M own
the category without this focus on elevation?
Method Soaps, Packaging
BluePrint Juice, Packaging
Method Soaps, created when one man wondered
why cleaning products were so ugly, belives that
form should meet function. Unlike many brands
that consider their packaging secondary to their
product, Method Soaps focuses on aesthetics
at every step of the process. The Method brand
and their product are integrated. This leads to
a product that is both functional and beautiful,
resulting in a process that they describe as
“design thinking.”7 Method’s elevated approach
to design has transformed a commodity product
into a stylish amenity.
BluePrint Juice’s design aesthetic goes hand
in hand with their core values of quality and
simplicity8. The clean, bold design strays from
other juice packaging – most notably by proudly
showcasing the ingredient list on the front of the
bottle. Along with using clear containers, the
design shows that this brand has nothing to hide.
The success of this elevated, refined style has
pushed the stale health and nutrition industry in
a new aesthetic direction.
Base Beauty Creative Agency
Base Beauty is a full-service creative agency dedicated to the beauty industry. To compete and lead in the beauty
and personal care industry, brands must elevate their communication strategy. Base Beauty’s deep understanding
of the beauty business, and over 15 years of luxury brand experience forms the agency’s unique point-of-view.
Base Beauty elevates brands through two divisions:
+ Image / Brand Development: creative development, brand strategy, image campaigns, advertising
+ Packaging: influence the influencer, saleable packaging
Who can benefit from our expertise and luxury perspective?
+ Challenger brands that have a unique heritage or un-tapped potential
+ Leader brands that see the competition quickly approaching or industry shifting
+ Mass, Masstige & Premium brands
Base Beauty was founded by Jodi Katz, former Creative Director of French beauty brand L’Occitane en Provence, who has
guided dozens of luxury brands in her fifteen-plus years in the business. The agency has been featured in the business book
The Big Enough Company: Creating a Business that Works for You, recognized for our specialized work in the beauty industry.
Base Beauty is certified through the nationally-recognized Women’s Business Enterprise National Council (WBENC).
1 Postrel,
Virginia. The Substance of Style: How the Rise of Aesthetic Value is Remaking Commerce, Culture, and Consciousness. New York, NY:
Harper Perennial, 2004. Print.
2 Burrows, David. “Packaging Design: making shoppers mad about the brand,” Marketing Week. n.p., 26 March 2014. Web. 6 Jun 2014.
3 Hosey, Lance. “Why we love beautiful things,” The New York Times. n.p., 13 Feb. 2013. Web. 9 June 2014.
4 Williams, Roy. “Secrets to Better Branding,” The Entrepreneur. n.p., 7 July 2004. Web. 19 June 2014.
5 Feloni, Richard. “Equinox Wants Its Gym Members To Hop Barbed Wired Fences and Run Around Naked After Getting in Shape,” Business Insider.
n.p., 2 Jan. 2014. Web. 9 June 2014.
6 PR Newswire. “Equinox Unveils 2014 Ad Campaign, ‘Equinox Made Me Do It,’” Yahoo. n.p., Dec. 2013. Web. 10 Jun 2014.
7 Edson, John. “Method’s Method for Building Breakthrough Products,” Fast Co Design. n.p., 8 Nov. 2010. Web. 9 June 2014.
8 BluePrint Juice, n.p., 2014. http://blueprintcleanse.com
Jodi Katz, President & Creative Director
349 Fifth Avenue, New York, New York 10016
[email protected] • 917-703-4580
www.basebeauty.com • Instagram: BaseBeautyCreativeAgency