Calirol/ Nice \'n Easy Brand Acceleration Model

$: Calirol/ Nice \'n Easy Brand Acceleration Model$
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Driving Brands To Greatness Through Creative Ideas

March 06, 2007

Nice ‘N Easy Client Presentation

2Today’s goal

To present a Brand Acceleration strategy for Nice ‘N Easy that willhelp 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 beauty’s color standard

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

4What we discovered along our journey…

Nice ‘N Easy is optimally primed to lead a category paradigmshift from functional hair color to beauty transformation.

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

6Analyze This!

(adj) Carefully neat, proper, agreeable

(adj) Simple, remedial, effortless

UNDISTINGUISHED

7Image is Everything!

8In a society and culture that segments beauty

9Getting closer to our user…some 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 helpin-store and even while she colors.

• Involvement & New rituals

3. She is beauty involved…just with a smaller priority and less occasion• On the occasions that she is beauty involved they are important and critical…these are

moments that memories are made from. Expertise & Reliability

4. She is trained by the category not to be loyal…we created this• She doesn’t have to be loyal

5. Color is the foil to beauty…right now she shops, experiences, and feels the functional commodity she isbuying 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 doesn’t feel her age. Emotion is greater than reality

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%

11What she told us from her gut…

• “I go to the shelf and just look…I look to see if I see myself, I guess. I end upscanning 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 I’m thinking is, shit! I’ve gotta do this for the next two hours…”

• “Salons take the time that I don’t have to ensure the job is done right. I don’thave the time and its not worth the money on a regular basis.”

• “Money…no, its value for money. That’s why I buy NNE.”

• “…I didn’t realize it was Clairol I’d been using for 15 years…”

12Who she is

13How she wants you to perceive her

COURAGENATURAL GLOWCONFIDENCE

STRONG

BONDED

CLEVERSPIRITED

WITTY

SIMPLY ME

SENSUALBALANCED

14Overarching Attitudinal Themes

“Release my spirit”

“How ya like me now?!”

“Real…but ideal”

“My natural glow”

“Permission for me, please”

“HARD + SOFT”

“I am me”

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 feelings

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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A REVIEW OF BRAND ACCELERATION

17A Key Principle

In a marketplace of constant evolution and change, wecan no longer just ask what our brand stands for today,increasingly, we must ask:

“What is the brand becoming?”

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The nexus of these four dimensions is where wecan create brand acceleration for Nice ‘N Easy …

Channel Consumer

Brand

Category

BRANDACCELERATION

19Brand Compass

CATEGORYCATEGORY

BRANDBRAND

CONSUMERSCONSUMERS

CHANNELSCHANNELS

It is an exploration of the four dimensionswhich frame the brand-building enterprise

20The Brand Acceleration Process

Brand Compass

NewBrand

Direction

DrivingIdea

CreativeActivationCurrent

BrandDirection

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Nice ‘N Easy Brand Acceleration

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CATEGORY

BRAND

CONSUMERS

CHANNELS

Brand Compass

What market forces willaccelerate or deceleratecategory/brand growth?

What consumer forces can weleverage to accelerate brandopportunity?

What media touch-points will drivebrand relevance?

What current, latent, or newbrand equities will acceleratebrand 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 today’s modern andbeauty-involved woman. Simultaneously elevating NNE as thestandard of beauty excellence.

24Brand Compass: Consumers

She has accomplished and achieved a lot - job to career, childto family, dwelling to home, savings to investments…Societyexpects a lot from her - roles, responsibilities, etc, and she knowshow to deal with it.

She knows she’s a beautiful person - holistically - but she wouldlove to sneak moments to indulge and transform herself into thereflection of beauty she aspires to. She needs an expert andleadership brand that has a distinct POV who is not afraid tospeak to her on her terms. Help her release her individual colorfulself…

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, reliableand traditional positioning as a functional-benefit-led product.Even though we’ve seen progress in equity, the perception ofthe brand hasn’t really changed dramatically over the yearseven though women’s attitudes and behaviors have.

NNE as a brand is fragmented further along individual variants,each designed for a specific ‘problem’, where the role of itsparent brand, Clairol, is ambiguous.

NNE does not currently have as clear an articulation of itsemotional benefit(s) as it does its functional.

26Critical Brand Compass: Channels

Traditional broad-reach mediums - TV, print - are the usualsuspects to communicate to users new news: shades,discounts, etc. It is a standard stream of clutter from eachbrand that creates confusion…its one-size (problem) fitsall.

Beauty is individualistic. Color is personal. A migration tomore one-to-one, personalized, and customized solutionsoffers white space to become a Beauty Leader.

Clairol’s CRM program has become a significantdifferentiator 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 productsthat women learn how to use. She

sees them as all the same.

“I need a brand that will give mepermission to be more of myself, to

champion my personal beauty quests.”

Isn’t time you called her by her firstname? You’ve know her long enough

to develop a more intimaterelationship.

She loves you but can live withoutyou. She identifies you as a

product 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

BRANDSTRENGTH

CONSUMER AFFINITY

CHANNELOPTIMIZATION

Innovation vBeauty

Plotting the current directionSTATIC

29Making ‘The Brand Shift’ For Nice ‘N Easy

New Brand Direction

The “DIY” ToolThe “DIY” Tool

Current Brand Direction

30How Do We Get There?

NewBrand

Direction

DrivingIdea

CreativeActivationCurrent

BrandDirection

31Nice ‘N Easy Driving Idea Brief

DrivingIdea

Driving Target Mindset:

Driving Brand Promise:

Driving Brand Rationale:

(Emotional Driver)

Current Brand

Direction

NewBrand

Direction



“Colorful Personalities”

Women, early thirties to late forties who areconfidently expressing a new side of theirindividual beauty. She is ‘in between’ beingyoung and becoming mature, yet she will alwaysfeel 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, tosister, to prankster…she’s a kaleidoscope ofemotions.




Nice ‘N Easy - “Simply Fabulous Color. Beautiful You.”






Nice ‘N Easy - “Simply Fabulous Color.Beautiful You.”


Products designed to fit into her life

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DrivingIdea

?

Nice ‘N Easy Driving Idea Brief







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DrivingIdea:

Nice ‘N Easy Driving Idea Brief

COLORWONDERFUL!

The Color ofBeauty

The “DIY”Tool







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REVIEW OF EQUITY PYRAMID

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” and“intelligence”

• One-way communication vs dialogue

• Color of color as it pertains to image, hair, beauty, etc

EFFECTIVE LEAST EFFECTIVE

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 passive…not 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 thatshe (not just her hair) looksgreat.

Current Nice ‘N Easy Equity Pyramid

Building Blocks

POD Brand Benefits in Priority Order1/ Superior natural-looking color with dimension2/ Easy to use beauty innovations3/ Superior gray coverageEmotional benefit: Renewed, ready to face the world

POP Brand BenefitsNo conditioning or long-lasting tradeoffs

Brand CharacterRefreshingly authentic. Warm with wit.

Design Theme: Work in Progress

Equities which Consumers Experience:

•Brand Look: Lively, modern beauty that’s easy.•Spokespeople: Aspirational beauties with both a sense of self and a sense ofhumor•Executional Elements: Interaction/relationship with others, emotionaltransformation

Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives.

Her Life: She doesn't have time for complicatedbeauty routines but doesn’t want to compromise herhaircolor either. She wants to keep it simple andnatural-looking.

After she colors she feels renewed and confident;this allows her to focus on what’s most important inher life.

OverallEquity:

Incredibly naturallooking color that’s

simple for me

Wha

t Con

sum

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Exp

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Her Hair: She wants to easilyachieve a beautiful, natural look– the ultimate compliment is thatshe (not just her hair) looksgreat.

Nice ‘N Easy Equity Pyramid Opportunities

Building Blocks

POD Brand Benefits in Priority Order1/ Superior natural-looking color with dimension2/ Easy to use beauty innovations3/ Superior gray coverageEmotional benefit: Renewed, ready to face the world






Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives.

Her Life: She doesn't have time for complicatedbeauty routines but doesn’t want to compromise herhaircolor either. She wants to keep it simple andnatural-looking.

After she colors she feels renewed and confident;this allows her to focus on what’s most important inher life.

OverallEquity:

Incredibly naturallooking color that’s

simple for me

Wha

t Con

sum

ers

Exp

erie

nce

Inte

rna l

Str

ateg

icC

hoic

e s

Opportunity to ‘dial up’ the role ofcolor as it relates to beauty

Opportunity to to re-frame her life style: need forpermission, sisterhood, self-involvement

Opportunity to start a more enriched dialoguew/ her - natural looking cues, role ofcolors/shades

Opportunity to connect w/ her -Dimensionalize “WWW”

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2

3

4

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Are they still relevant? Whatabout multicultural images?

Opportunity to create a role for the brandAFTER the product is consumed

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Her Hair: She wants to easilyachieve her unique beautiful &natural look – the ultimatecompliment is that she (not justher hair) looks great.

Revised Nice ‘N Easy Equity Pyramid

Building Blocks

POD Brand Benefits in Priority Order1/ Superior natural-looking color with dimension2/ Easy to use beauty innovations3/ Superior gray coverageEmotional benefit: Color changes everything!






Strategic Target: Women seeking beautiful natural-looking haircolor fitting simply into their lives.

Her Life: Complicated beauty routines requiresacrifices she cannot make frequently. Shereally needs intelligently designed beautyapplications and expert advice to simply keepher looking natural beautiful

As she colors she subconsciously transforms,feeling renewed and more confident. It can be arefreshing moment allowing the physical, mental,spiritual to align. She emerges a ‘shade braver’.

OverallEquity:

Simply Fabulous color.Beautiful You.

Wha

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Annette Benning, Norah Jones, VanessaWilliams, Vera Wang, Selma Hayek, Ellen D

Calirol/ Nice \'n Easy Brand Acceleration Model

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