1B : Campaign Proposal
You are to propose a Brand Campaign. The campaign will be for a well established brand of your choosing and may take the form of a concept, cause, event, launch, personality etc. The suggested proposal outline: Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.
Perception with Makeup
- In the media, we are faced with men wearing makeup everyday (whether it be conscious or subconsciously). However, in our everyday lives, men wearing makeup can be seen as peculiar.
- Many consumers’ mindsets tend to be a huge obstacle for beauty brands to establish themselves to the different genders.
- Many men who employ makeup into their daily lives are oftentimes seen as either performers and/or less of a man (toxic masculinity). However, men could just be trying to indulge in self-care and self-grooming which can boost their confidence in the long run.
Laka Brand Background
- South Korea’s first Gender Neutral Beauty Brand, launched in May 2018.
- Before Laka, no other beauty brand had approached makeup in the industry with a gender neutral outlook. Others only looked into specific genders. CEO, Lee Minmi wanted to break boundaries of the makeup industry.
- Lee Minmi also classifies her brand as Comfort; “Whatever you choose will suit you. No matter if you’re a man or woman, someone skilled in makeup or not, our products will be useful to you.” The message is to be comfortable in your skin and your mind.
- Lives for fluidity with the ability to grow and adapt.
- Makeup is an expression of one’s identity beyond gender; it is something fun, not something you’re forced to wear.
Campaign Description
- Cause Campaign + Might be a concept campaign(?)
- Encourage people of all genders to use and play with makeup in their everyday lives
- To provide people with a sense of confidence
- Normalising gender neutral beauty; to prevent people from feeling pressured or ashamed
Makeup is an expression of one’s identity beyond gender; it is something fun, not something to make you feel oppressed. Daily by Laka strives to encourage men to utilise and express themselves with makeup in their everyday lives. The campaign aims to normalise gender neutral beauty, stripping the judgement or pressure people feel from society’s harsh and harmful views. In a world that is fast paced and critical, providing people a sense of encouragement and a break in their daily lives will serve as a checkpoint, allowing men to grow and be fluid.
Name ideas:
Daily by Laka
Dailyka
Maeilaka
Objective & Purpose
- To bring a new norm of gender neutral beauty into people’s daily lives (x)
- Objective
- To break gender stereotypes that have been holding people back from being their true selves.
- To normalise gender neutral beauty into people’s daily lives to play with makeup and discover themselves.
Brand Values
Vision
- For beauty to be gender neutral with supportive communities and UHHHH
Mission
- Provide young adults with positive and quality encouragement to be themselves through
Target Audience
- All genders (x) Male
- 18 - 35 year-olds
- Mainly university students and office workers
- People who are open-minded
- Individuals who enjoy beauty and skin care
- Individuals who are new to and intimidated by makeup
Organizers
- GATE (Global Action for Trans Equality) (not totally suitable)
- Focuses on gender identity, sex characteristics & body diversity issues.
- Founded in 2009, they have been globally active in fighting for and educating transgender & intersex rights.
SWOTS
- Encouragement for Gender Neutral Beauty; LGBTQA+ Friendly
- Ability to communicate on a deeper level to consumers
- Nowadays, there are many beauty influencers of many genders all around the world. For example; __
- Advancement of the cosmetics industry
- There are still large groups of individuals who subconsciously support traditional thinking and toxic masculinity. (Men shouldn’t wear makeup due to the feminine association it has.)
- Rising intense competition
Competitors
- Tbh, I wouldn’t say there is a makeup brand that posts as many male models as Laka.
Brand Positioning
- For young adults who are interested in makeup, Daily by Laka is the Gender Neutral Beauty Awareness campaign that ensures men feel accepted in their own skin, regardless of what they look like in their day-to-day lives because Daily by Laka is committed and dedicated to breaking gender stereotypes and normalising beauty without prejudice.
Onlyness Test
- Our (offering) is the only (category) that (benefits)
Customer Journey Map
- Awareness
- Consideration
- Decision
- Service
- Loyalty
References
A Call To Men. (n.d.). Healthy Manhood. Retrieved 2023, April 20, from https://www.acalltomen.org/healthy-manhood/
Montell, A. (2020, December 09). A Brief History of Makeup and Gender. https://www.byrdie.com/history-makeup-gender
Rapp, J. (2018, August 21). In China and South Korea Young Men Break Cosmetic Conventions and Embrace K-Pop Inspired Beauty. https://www.brandinginasia.com/embrace-k-pop-inspired-beauty/
Tang, C. (2021, May 12). Meet Laka: South Korea’s First Gender-Neutral Beauty Brand. https://elle.com.sg/2021/05/12/laka-south-korea-first-gender-neutral-beauty-brand/
Wilkes, E. (2020, March 09). Men, makeup and toxic masculinity. https://theboar.org/2020/03/men-makeup-toxic-masculinity/
Yim, H.S. (2020, December 08). LAKA: Gender-neutral makeup brand seeks to break boundaries. http://www.koreaherald.com/view.php?ud=20201208000346