BRAND IMAGE AND IDENTITYPRESENTATIONG BYAALIYA GUJRAL FSID - LEVEL 1 SECTION A

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MAYBELLINE

Maybelline

1934 Tom Lyle Williams [1896-1976], the founder of Maybelline.

• T.L. Williams founded The MAYBELLINE Company in 1915 and introduced MAYBELLINE Cake Mascara in 1917 as the first modern eye cosmetic to be produced for everyday use.

• Seeing an opportunity for a product to sell through his mail-order business he used a chemistry set to produce a mixture containing petrolatum (Vaseline), carbon black, cottonseed oil, and safflower oil that he hoped he could sell.

• The firm and brand name MAYBELLINE was adopted in honour of his oldest sister, Mabel, from whom he originally received the idea.

• In 1991, the company adopted its current advertising slogan, Maybe she's born with it. Maybe it's Maybelline.

• In February, 1996, MAYBELLINE was purchased by L’Oréal USA, Inc. and the company headquarters were subsequently moved to New York City.

• It entered the Indian market in the year 1998 with technically advanced products and since then it has been leading the cosmetic industry.

Brand Endorsement

The MAYBELLINE image is hip, intelligent, stylish and charming – brought to life by MAYBELLINE’S spokespeople.

Maybelline received a boost when the company hired Lynda Carter as the company's beauty fashion coordinator after her Wonder Woman television series ended; she also appeared in several of its television and print advertisements.

Josie Maran, Adriana Lima, Miranda Kerr, Sarah Michelle Gellar, Melina Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha Sandha, Deepika Padukone, Alia Bhatt, Diana Penty, Sheetal Mallar, and Kristin Davis have endorsed Maybelline products.

The current faces of Maybelline are Julia Stegner, Christy Turlington, Jessica White, Erin Wasson, Kemp Muhl, Emily DiDonato, Jourdan Dunn, Marloes Horst, Lisalla Montenegro, and Shu Pei.

These women embody the MAYBELLINE image in a modern approachable way.

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1920 Lash-Brow-Ine with the Maybell Girl featured prominently on the box and aluminium container.Maybelline liquid and cake mascara.

A lot of advertising featured actresses including Phyllis Haver, Ethel Clayton, Viola Dana, and Natalie Moorhead. Cross-promotion of this sort was critical to the success of Maybelline but was also important to the actresses and the movies they appeared in.

1926 Actress Viola Dana endorsing Maybelline.

1930 Maybelline advertisement for eye

shadow (in blue, brown, black and green shades)

and eyebrow pencil (in black and brown shades).

Maybelline (cake and liquid) is now referred to as an eyelash darkener.

1933 Maybelline Eyelash Darkener. The advertising copy calls it ‘The perfect mascara’ an early use by Maybelline of the term forced on them by the Lash Lure scandal.

1936 Maybelline

Cream Mascara and other items attached to redesigned

product cards introduced by Rags Ragland.

These would be later

replaced with white cards

with the classic

Maybelline eye in the

corner.

1937 Maybelline products in new packaging. Note the more sober tone and the ‘Good Housekeeping Seal of Approval’. The cream mascara with its zipper bag had been introduced the previous year.

1949 Maybelline Cake Mascara, Cream Mascara, Eyebrow Pencil and Eye Shadow. The ‘Good Housekeeping Seal of Approval’ has disappeared.

• The use of movie stars remained an important part of the Maybelline advertising strategy but, in the 1930s, endorsements were more sober in tone and there was an increased use of models rather than actresses in the before and after shots. 

1959 Maybelline

Magic Mascara.

Maybelline’s first

automatic mascara

and the first automatic to use a spiral

brush.

1960 Maybelline Magic Mascara,

Solid Mascara and Cream Mascara

(each in 4 shades); Self-

sharpening Eyebrow Pencil (7

shades); Eyeshadow Stick (6 shades); Fluid

Eye-liner (8 shades); Eyeliner Pencil (8 shades);

Eyelash Curler; Brow and Lash

Brush ’n Comb, and Eyebrow

Tweezers. Solid and cream

mascara was soon to disappear

from the Maybelline range.

1964 Maybelline Ultra Lash Mascara in Velvet Black, Sable Brown and Midnight Blue. Note the change in the brush shape.

The Girl With The Big Eyes: An Atomized Product Story

The story was atomized into many pieces so it could excel across all parts of the fragmented digital landscape:

“Bites” – Such as social photos, gifs and visual quotes, were created in volumes form-fitted for the brand’s social channels.

“Snacks” – Such as Vines and a :30 teaser video, lived across social and paid media. “Meals” – The 1:30 web film and the immersive digital experience that enabled visitors to

pick apart the Big Eyes story in a vertical scrolling experience at their own pace.

Dolce and Gabbana

Dolce & Gabbana is an Italian luxury industry fashion house. The company was founded in 1985 in Legnano by Italian designers Domenico Dolce and

Stefano Gabbana. The first collection from the design duo was shown in October 1985 alongside five other up-

and-coming Italian labels a part of Milan Fashion Week. The pair labeled their first collection Real Women, due in part to the use of amateur local

women on the runway.

Brand Endorsement

Felicity Jones - Actress Madonna - Singer Matthew McConaughey - Actor Monica Bellucci - Actress Scarlett Johansson – Actress

Both Johansson and McConaughey were dressed to kill on set, with the "Lost in Translation" actress wearing a beautiful black lace dress and black sling-back shoes while the "Dazed and Confused" star looked sharp in a dark suit.

Advertising Campaign In 2003 the Dolce & Gabbana perfume Sicily was advertised in another surrealist

commercial about a Sicilian funeral, which was also directed by Giuseppe Tornatore. Gisele Bundchen starred in the 2006 commercial for the fragrance "The One", featuring

Bundchen in front of a vanity mirror being made up, with flashes of a mob of cameramen interspersed; she then puts on a golden dress, shoes, and has a pair of D&G sunglasses put on her face.

Photographers and filmmakers that have worked with Dolce & Gabbana on advertising campaigns have included Giampaolo Barbieri, Michel Comte, Fabrizio Ferri, Steven Klein, Steven Meisel, Mert + Marcus, Jean Baptiste Mondino, Ferdinando Scianna, Giampaolo Sgura, Mario Sorrenti, Sølve Sundsbø, Mario Testino, Giuseppe Tornatore, and Mariano Vivanco.

Dolce & Gabbana have won two Leadawards for their campaigns, Germany's leading advertising awards. In 2004 they won for their Fall/Winter 2003/04 campaign and in 2006 they won for their Fall/Winter 2005/06 campaign.

Viktor and Rolf Viktor & Rolf is an Amsterdam-based fashion

house. The company was founded in 1993 by designers Viktor Horsting (born 1969, Geldrop) and Rolf Snoeren (born 1969, Dongen).

Viktor & Rolf's first clothing collection was shown at a competition called Salon European des Jeunes Stylistes in 1993. The collection was comprised of preexisting pieces of garments blended into a collage, to create new clothing.

Viktor & Rolf started making ready-to-wear clothes in 2000. In 2006, they designed clothes for the high street chain H&M.

In their famous "One Woman Show" in 2003 In the wake of Jean Paul Gaultier's shocking

announcement to shutter his house last season, it was reported that Dutch design house Viktor & Rolf is closing its ready-to-wear operations following the autumn/winter 2015 season to focus on couture and fragrances.

Brand Endorsement

Their collections have featured performers such as Tilda Swinton, Tori Amos, Rufus Wainwright, Róisín Murphy, Brigitte and Joan Wasser.

The face of Bonbon, model Edita Vilkeviciute

Advertising campaigns According to WWD, designers Viktor Horsting and Rolf Snoeren were so taken with

Bonbon's pink bow bottle and accompanying ad imagery -- shot by Inez & Vinoodh and starring model Edita Vilkeviciute wearing nothing but matching ribbons painted on -- that they created their Spring 2014 couture collection with it in mind.

ALDO The ALDO Group (corporately styled "ALDO") is a private Canadian corporation that owns and operates a worldwide

chain of shoe and accessory stores. The company was founded by Aldo Bensadoun in Montreal, Quebec, in 1972, where its corporate headquarters

remain today. It has grown to become a worldwide corporation, with nearly 1,600 stores under four retail banners: ALDO, Call It

Spring/Spring, Little Burgundy and GLOBO. Stores in Canada, the US, the UK, and Ireland are owned by the Group, while international stores are franchised.

Advertising Campaign Whatever the banner may be, every one of thier campaigns has a story to tell and

promises to deliver young, hip and creative looks. They move forward as the fashion season changes, and tailor each new style to a specific customer. These trendsetting individuals have style on their mind and want to be in the know when it comes to fashion. Thier campaigns are sure to keep them up-to-date with the latest and best in footwear and accessories, as they’re happening around the world.

ALDO #PERFECTPAIR At ALDO, perfection means finding the perfect pair of shoes for any situation. It’s the reward

that comes from knowing who you are, deciding what you want, and recognizing that only you can find your #PERFECTPAIR.

To celebrate perfection in all forms, ALDO collaborates with photographer Alasdair McLellan to show a side of ALDO you’ve never seen before: honest, unfiltered and entirely personal. This season is all about embracing ALDO’s belief in being yourself, with a diverse cast that includes: Adowa Aboah, Danny Blake, Kel Markey, Simon Nessman, Eliza Cummings, Sung Jin Park, Dana Drori, and Justin Passmore

Call It Spring YOUTH HACK Call It Hackers! We hit the road and landed in Berlin, Germany where we took over the city

with fun hacks that turned the old into the new, the static into the dynamic. This season sees the return of grunge classics like engineer boots and fun wardrobe staples

like pop soles and pop art-inspired flats—what better way to show off our collection than in this super colourful setting?

Your surroundings are your playground—a way to change the way you see your environment – one roll of coloured tape at a time. The best way to express yourself is to get hacking!

Little Burgundy

NORTHERN SOUL Britain in the early '70s was a mess. There were mining strikes, unemployment was at an all-

time high and those who had a job, only worked three days a week. The youths were bored and unmotivated and with no jobs to get to in the morning, they went out dancing.

Clubs with names like the Golden Torch, Blackpool Mecca and the Wigan Casino opened across the north of the country leading to all-night dance parties. But they didn’t dance to just anything. They became obsessed with underground Motown out of cities like Detroit, Chicago and New York, the soulful sounds of young kids aiming for pop stardom and missing the mark. Uncluttered by the sweetness of commercial pop, the new sound was raw and infectious. They called it Northern Soul.

Dance has a way of bringing people together the way nothing else can, it’s a way of simultaneously standing out and fitting in. It’s a club you want to belong to.

This issue of our magazine is about dance but it's also about connection, the feeling we all get of being part of something bigger, being part of a movement. We’re calling it Northern Soul.

ALDO Shoes and YouthAIDS have created a global campaign to raise awareness and funds to fight AIDS. The ads feature big Hollywood stars, including: Ashley Judd, Christina Aguilera, Salma Hayek, Cindy Crawford, Penélope Cruz, LL Cool J, Elijah Wood and Josh Lucas. 2005

For $5 they are selling these Empowerment tags, with words from the campaign which plays off the "Hear no evil. See no evil. Speak no evil." They also feature the typical engraved ribbon. 100% of the profits will go to YouthAIDS. The ads are all done in black-and white and were shot by Peter Lindbergh. The concept was developed by ALDO's agency, Kraftworks Ltd.

The tags will be available at ALDO stores and on youth-aids.org, which also includes more pieces to the campaign, including postcards which feature the ads to send via email, the ads, and a video and photographs of the campaign being shot.

Thank you