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Driving Brands To Greatness Through Creative Ideas
March 06, 2007
Nice N Easy Client Presentation
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2Todays goal
To present a Brand Acceleration strategy for Nice N Easy that will
help ensure its continued growth now and into the future
Not to redefine to explore possibilities and opportunities
To refresh, reinvigorate, and re-relevatize its core equities to maintain thebrand's relevance and rightful status as a category leader
Creating a future-forward brand direction, or brand trajectory will continuallyelevate and separate Nice N Easy from its competitors, and allow it tocontinually set the beautys color standard
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3What we did to prepare
We observed, probed, peaked, questioned, listened, shopped,
read, empathized, etc
Ongoing review and audit of key client initiated research: Equity Scan, WhoJourney, U&A study, MMM, competitive analysis, category business reviews,
segmentation study Focus group colorers - RTU, Grey Solutions
Review of Dove Pro Age launch and Real Beauty marketing campaign
Madonna viral ideas and tactics
Exploring the merits and design of Beauty-focused expert panel
Discussions with Pantone to better understand the role of color
Conducted all-day Brand Acceleration workshop
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4What we discovered along our journey
Nice N Easy is optimally primed to lead a category paradigm
shift from functional hair color to beauty transformation.
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5Nice N Easy: Today & Tomorrow
A bagel - simple & plain
Chapstix - tried & true, reliable
BA Business Class - transportation
A pearl necklace - common, staple
A bar of soap - does the job, no frills
Poland Spring water - commodity
Kmart - low prices
Palm wireless device - all in one
Little black dress - classic, traditional
Twin blade razor - functional experience
Blackberry - a thing that does this
Neutrogena lip balm - simple, easy
Clearasil - problem/solution
Lard - traditional
Granite - one dimensional
White t shirt - colorless
Pail of paint - utilitarian, democratic
Concealer - basic
Pastry - exotic and involving
Juicy Tube/Aveda - more than basic, emotional
Virgin Upper Class - experiential, magic carpet
Art Nouveau - character, expression, genuine
Body lotion - all over, something extra, more
New Zealand water- original, the source, provenance
Target - intelligent, smart, in-the-know, cooler
Trio - multidimensional, everything under the sun
Dress collection - a line, assortment, more than one
Venus - stretching the moment
Pebl - design, aesthetic, form meets function
Neutrogena Advanced Lip Therapy - expert, leader
New Clearasil - beyond acne, care and nurturing
Extra virgin olive oil - new, healthier, modern, extra
Glass paper weight - dramatic, dimensional, exciting
Colorful t shirt - stand out, color, vibrant
Dutch Boy paint - designed for her, empathy
Concealer/Advanced - top of the line
FROM/EXPECTED TO/UNEXPECTED
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6Analyze This!
(adj) Carefully neat, proper, agreeable
(adj) Simple, remedial, effortless
UNDISTINGUISHED
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7Image is Everything!
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8In a society and culture that segments beauty
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9Getting closer to our usersome Insights
1. As our user has grown older and transitioned thru different life stages and, perhaps, styles, she is lessattached to social groups which provide havens and reassurance
While she has her own family she still needs to reconnect with herself and those like her
Expertise & Sisterhood
2. Shopping for anything is a hassle, hair colorant is even worse. It would mean more to her to have help
in-store and even while she colors.
Involvement & New rituals
3. She is beauty involvedjust with a smaller priority and less occasion
On the occasions that she is beauty involved they are important and criticalthese are
moments that memories are made from. Expertise & Reliability
4. She is trained by the category not to be loyalwe created this
She doesnt have to be loyal
5. Color is the foil to beautyright now she shops, experiences, and feels the functional commodity she is
buying rather than celebrating the ensuing transformation. Talk to her in a different tone
6. She needs permission, license, etc to get more beauty involved and not feel guilty
Time and effort spent on herself and NOT her family brings a strong sense of guilt and isolation
7. She doesnt feel her age. Emotion is greater than reality
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10Some brands are listening
Soap brands grew 7% (1Q-3Q06)
Hair care product sales grew 13.3%
Skin care products and lotions grew 16.2%
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11What she told us from her gut
I go to the shelf and just lookI look to see if I see myself, I guess. I end up
scanning across and from end to end to find my shade.
Even when I have mine [NNE brand] I still look to see what else is there
All Im thinking is, shit! Ive gotta do this for the next two hours
Salons take the time that I dont have to ensure the job is done right. I dont
have the time and its not worth the money on a regular basis.
Moneyno, its value for money. Thats why I buy NNE.
I didnt realize it was Clairol Id been using for 15 years
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13How she wants you to perceive her
COURAGENATURAL GLOWCONFIDENCE
STRONG
BONDED
CLEVERSPIRITED
WITTY
SIMPLY ME
SENSUALBALANCED
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14Overarching Attitudinal Themes
Release my spirit
How ya like me now?!
Realbut ideal
My natural glow
Permission for me, please
HARD + SOFT
I am me
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15Nice N Easy Brand Opportunity
Rank Attribute Equity Type Discriminated Brand
1 I love this brand feelings Clairol Nice 'N Easy
2 This is a brand I can trust judgment
3 This brand makes me feel personally satisfied feelings
4 Makes me feel like I can look beautiful without a complex beauty routine feel ings
5 Has a shade for me judgment
6 Makes me feel better about myself feelings
7 This brand makes me feel like I've selected the best product on the market feelings
8 This brand does what it promises judgment
9 This brand makes me feel confident feelings L'Oreal Preference
10 The makers of this brand understand my needs in a hair color product judgment
11 This brand makes me feel renewed feelings
12 Makes me look younger feelings
13 This brand makes me feel like I am doing the best for myself feelings L'Oreal-Couleur Experte, L'Oreal Excellence, L'Oreal Preference
14 Makes me feel in control of how I look feelings
15 Gives just the color you expected/desired performance
16 Gives natural looking color performance
17 Makes me feel attractive to others feelings
18 Leaves hair soft to the touch performance
19 Makes my haircoloring routine simple so it fits into my life judgment
20 Makes me feel younger feelings
Source: P&G beauty/NNE 2006 Equity Scan
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17A Key Principle
In a marketplace of constant evolution and change, we
can no longer just ask what our brand stands for today,
increasingly, we must ask:
What is the brand becoming?
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18
The nexus of these four dimensions is where we
can create brand acceleration for Nice N Easy
Channel Consumer
Brand
Category
BRAND
ACCELERATION
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20The Brand Acceleration Process
Brand
Compass
New
Brand
Direction
DrivingIdea
CreativeActivationCurrent
Brand
Direction
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Nice N Easy Brand Acceleration
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CATEGORY
BRAND
CONSUMERS
CHANNELS
Brand Compass
What market forces will
accelerate or decelerate
category/brand growth?
What consumer forces can we
leverage to accelerate brand
opportunity?
What media touch-points will drive
brand relevance?
What current, latent, or new
brand equities will accelerate
brand differentiation?
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CATEGORY
BRAND
CONSUMERS
CHANNELS
Brand Compass: Category
For decades American women have quarantined themselves inbathrooms to cover their grey hair and disguise their age. It is aritual of necessity and is not typically seen as beautification.
Hair coloring is a mature and traditional business - think deptstore - merchandising in-store is cluttered and difficult. To someextent, manufacturers over-compensate for the unemotionalpurchasing and application process by continually discountingthe product. Inherently making the buyer/user less loyal andtherefore, all brands are the same product.
Our challenge is to reframe At-Home hair color as the ultimatetransformative beauty tool designed for todays modern andbeauty-involved woman. Simultaneously elevating NNE as the
standard of beauty excellence.
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24Brand Compass: Consumers
She has accomplished and achieved a lot - job to career, child
to family, dwelling to home, savings to investmentsSociety
expects a lot from her - roles, responsibilities, etc, and she knows
how to deal with it.
She knows shes a beautiful person - holistically - but she wouldlove to sneak moments to indulge and transform herself into the
reflection of beauty she aspires to. She needs an expert and
leadership brand that has a distinct POV who is not afraid to
speak to her on her terms. Help her release her individual colorful
self
CATEGORY
BRAND
CONSUMERS
CHANNELS
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CATEGORY
BRAND
CONSUMERS
CHANNELS
Brand Compass: Brand
Currently NNE is a brand I love because of its sturdy, reliable
and traditional positioning as a functional-benefit-led product.Even though weve seen progress in equity, the perception of
the brand hasnt really changed dramatically over the years
even though womens attitudes and behaviors have.
NNE as a brand is fragmented further along individual variants,
each designed for a specific problem, where the role of its
parent brand, Clairol, is ambiguous.
NNE does not currently have as clear an articulation of its
emotional benefit(s) as it does its functional.
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26Critical Brand Compass: Channels
Traditional broad-reach mediums - TV, print - are the usual
suspects to communicate to users new news: shades,discounts, etc. It is a standard stream of clutter from each
brand that creates confusionits one-size (problem) fits
all.
Beauty is individualistic. Color is personal. A migration to
more one-to-one, personalized, and customized solutions
offers white space to become a Beauty Leader.
Clairols CRM program has become a significant
differentiator breaking the established media pattern.
CATEGORY
BRAND
CONSUMERS
CHANNELS
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CATEGORY
BRAND
CONSUMERS
CHANNELS
Brand Compass: Summary
At-Home hair colorants are products
that women learn how to use. She
sees them as all the same.
I need a brand that will give me
permission to be more of myself, to
champion my personal beauty quests.
Isnt time you called her by her first
name? Youve know her long enough
to develop a more intimaterelationship.
She loves you but can live without
you. She identifies you as aproduct before a brand.
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Acceleration Rating:
Love
Accept
Ambivalent
Negative
Product
Price
Promotion
Idea
Leading
Challenging
Following
Receding
Disengaged
Engaged
Passive
Receptive
CATEGORY
RELEVANCE
BRAND
STRENGTH
CONSUMER
AFFINITY
CHANNEL
OPTIMIZATION
Innovation v
Beauty
Plotting the current directionSTATIC
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29Making The Brand Shift For Nice N Easy
New Brand Direction
The DIY ToolThe DIY Tool
Current Brand Direction
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30How Do We Get There?
New
Brand
Direction
DrivingIdea
CreativeActivationCurrent
Brand
Direction
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31Nice N Easy Driving Idea Brief
Driving
Idea
Driving Target Mindset:
Driving Brand Promise:
Driving Brand Rationale:
(Emotional Driver)
Current
Brand
Direction
New
Brand
Direction
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32Nice N Easy Driving Idea Brief
Driving Target Mindset:
Colorful Personalities
Women, early thirties to late forties who are
confidently expressing a new side of their
individual beauty. She is in between being
young and becoming mature, yet she will always
feel younger than her age.
Age is not a barrier, her true colors, expressions,
truths and beliefs are the essence of the womanshe desires to be - from mom, to pal, to friend, to
sister, to prankstershes a kaleidoscope of
emotions.
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33Nice N Easy Driving Idea Brief
Driving Target Mindset:
Driving Brand Promise:
Nice N Easy - Simply Fabulous Color. Beautiful You.
Colorful Personalities
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34Nice N Easy Driving Idea Brief
Driving Brand Rationale:
Driving Target Mindset:
Driving Brand Promise:
Nice N Easy - Simply Fabulous Color.
Beautiful You.
Colorful Personalities
Products designed to fit into her life
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Driving
Idea
?
Nice N Easy Driving Idea Brief
Driving Brand Rationale:
Driving Target Mindset:
Driving Brand Promise:
Colorful Personalities
Products designed to fit into her life
Nice N Easy - Simply Fabulous Color.
Beautiful You.
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Driving
Idea:
Nice N Easy Driving Idea Brief
COLORWONDERFUL!
The Color of
Beauty
The DIY
Tool
Driving Brand Rationale:
Driving Target Mindset:
Driving Brand Promise:
Colorful Personalities
Products designed to fit into her life
Nice N Easy - Simply Fabulous Color.
Beautiful You.
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REVIEW OF EQUITY PYRAMID
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38Nice N Easy Equity Pyramid Evaluation
Consistency of language,message,benefits
Internal alignment (w/in P&G Beauty)
Comprehension of messaging by target/user
Appropriate with brand life cycle
Warm with Wit
Functional hair care - coloring - styling
Not beauty-focused: imagery, language, aspiration
Functional direction lacks energy, emotion of beauty
Lack of leadership/expert credibility
Inability to invoke beauty emotion in favor oftransformative approach
Current tone/direction of nice and easy is formulaicand less premium - build to cleverness andintelligence
One-way communication vs dialogue
Color of color as it pertains to image, hair, beauty, etc
EFFECTIVE LEAST EFFECTIVE
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39Nice N Easy Equity Pyramid Evaluation
Color needs a more prominent role, identification, and more energy than we currently haveassigned it
Create higher level of aspiration, a more interesting/rewarding experience, a strongeremotional attachment and affinity
Warmth with Wit is descriptor at best, what does it really mean for color and beautytransformations?
Redefine the essence and applicability of easy and simple
Easy to become a function of intelligence, cleverness; simple a function of precision, design,fun, active vs passivenot a functional attribute or quality
Align easy and nice with future/new brand direction(s) not product
Every woman wants (not needs) to feel beautiful
Progress towards beauty and premium-ness vs functionality
Appeal to her true dreams and aspirations
Reframe the War against Gray as a battle she can win
Hair care and color is beauty-involved and so are our users and potential users
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Her Hair: She wants to easilyachieve a beautiful, natural look the ultimate compliment is that
she (not just her hair) looksgreat.
Current Nice N Easy Equity Pyramid
Building Blocks
POD Brand Benefits in Priority Order1/ Superior natural-looking color with dimension
2/ Easy to use beauty innovations
3/ Superior gray coverage
Emotional benefit: Renewed, ready to face the world
POP Brand Benefits
No conditioning or long-lasting tradeoffs
Brand Character
Refreshingly authentic. Warm with wit.
Design Theme: Work in Progress
Equities which Consumers Experience:
Brand Look: Lively, modern beauty thats easy.
Spokespeople: Aspirational beauties with both a sense of self and a sense of
humor
Executional Elements: Interaction/relationship with others, emotional
transformation
Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives.
Her Life: She doesn't have time for complicated
beauty routines but doesnt want to compromise herhaircolor either. She wants to keep it simple and
natural-looking.
After she colors she feels renewed and confident;this allows her to focus on whats most important in
her life.
Overall
Equity:
Incredibly natural
looking color thats
simple for me
WhatConsumers
Experience
Interna
lStrateg
ic
Choice
s
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Her Hair: She wants to easilyachieve a beautiful, natural look the ultimate compliment is that
she (not just her hair) looksgreat.
Nice N Easy Equity Pyramid Opportunities
Building Blocks
POD Brand Benefits in Priority Order1/ Superior natural-looking color with dimension
2/ Easy to use beauty innovations
3/ Superior gray coverage
Emotional benefit: Renewed, ready to face the world
POP Brand Benefits
No conditioning or long-lasting tradeoffs
Brand Character
Refreshingly authentic. Warm with wit.
Design Theme: Work in Progress
Equities which Consumers Experience:
Brand Look: Lively, modern beauty thats easy.
Spokespeople: Aspirational beauties with both a sense of self and a sense of
humor
Executional Elements: Interaction/relationship with others, emotional
transformation
Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives.
Her Life: She doesn't have time for complicated
beauty routines but doesnt want to compromise herhaircolor either. She wants to keep it simple and
natural-looking.
After she colors she feels renewed and confident;this allows her to focus on whats most important in
her life.
Overall
Equity:
Incredibly natural
looking color thats
simple for me
WhatConsumers
Experience
Interna
lStrateg
ic
Choice
s
Opportunity to dial up the role of
color as it relates to beauty
Opportunity to to re-frame her life style: need for
permission, sisterhood, self-involvement
Opportunity to start a more enriched dialogue
w/ her - natural looking cues, role of
colors/shadesOpportunity to connect w/ her -
Dimensionalize WWW
1
2
3
4
5
6
Are they still relevant? What
about multicultural images?
Opportunity to create a role for the brand
AFTER the product is consumed
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