CHAMPNEYS - competition/younger target audience

Although I have looked at existing skincare and facial products, I wanted to look at products that are specifically targeted at a younger audience in terms of colour, pattern, design and tone of voice. This would aid us with our design and thought process for all aspects of the brief, not just for the packaging.

B.

B. is a new beauty and skincare brand that has received a lot of popularity with beauty bloggers and also magazines such as Cosmopolitan, winning awards for a number of their products, including the Micellar water. This is a brand that I have purchased myself, mostly for the recognition it has got, but also for the packaging and design. It is a lot more stand out and contemporary than other existing products, and has a fresh take on skincare. 

Anatomicals

Anatomicals uses tone of voice to attract a younger target audience, using wit and humour. This is something that really stands out to me, as a light hearted tone of voice is something that I look for. However, I personally feel that skincare is quite a serious matter to young people in today's society, and sometimes using a tone of voice that doesn't take the product seriously may be seen as off-putting. It may also suggest that the product isn't very good, or may not work. We therefore need to consider tone of voice very carefully, and I feel that a brand such as Soap & Glory use copy in a way that is fun and quirky, with a humorous twist, whilst still offering great products.

Nip+Fab

Nip + fab is also a more recent skincare brand that has received a lot of press and publicity, being an offshoot of the brand Rodial. The design is extremely clean and fresh, using a light blue which is contemporary and relevant. The products claim to contain a lot of scientific ingredients, and took a lot of research to form, therefore this is reflected in the imagery of the products. 

SteamCream

SteamCream represents the latest concept in skincare, offering a unique product, which is available in stores, online and from ASOS. This allows it to target a young and fashionable audience. Each tin is limited edition and designed by both SteamCream and also other inspiring designers in order toe pice things up. The idea is that once you have used the product, you are able to keep your tin for storing things, coming back to see what's new. 

This Works

This Works is made up of all natural beauty products that are intended for those with busy modern lives. They focus on beauty solutions for those with fast paced life experiencing environmental stresses. The product visuals reflect the brand promises, incorporating beautiful illustrations and body copy. 

Korres

Korres is a major brand amongst beauty and fashion bloggers, earning a great name for itself and offering an extremely contemporary and 'cool' design. Korres products are something you would be proud of having within your home due to the beautiful visuals, illustrations and pattern. 

Benefit

Benefit have recently brought out their own range of skincare products to work alongside their makeup. The packaging is beautiful, and is the only brand I have come across that uses a really interesting selection of containers, bottles and lids. Unfortuantely, the downside of this is the price. The Benefit skincare range is completely over priced, and although it is tempting to buy them for how they look, the price is enough to put you off. The moisturiser for example is £28.50, which is completely unaffordable for the everyday younger audience in comparison to B.'s moisturiser for example which costs £4.97.