Client partner: IPC Media
Project: Influencing beauty decisions
Beauty brands are the largest source of advertising revenue for our client partner IPC Media.
To better understand such a crucial group of brands, IPC recently conducted research into the complex beauty purchase journey with the aim of discovering magazines’ place within it.
The research will be used to better inform brands about their advertising choices and encourage advertising across all platforms. Magazines are an increasingly multi-platform experience, and effective use of all platforms can benefit a reliably informed advertiser.
The research focused separately on skincare, cosmetics, fragrance and hair care. It found that while the products are obviously related, each one has a unique purchase journey.
With the research complete it was our job to take the results and give them a bit of a kick.
Our starting point was a stack of information and a mood board.
The final goal was to create a research presentation unlike any we had done before, taking inspiration from the fashion world, rather than the usual business minded approach. Inspired by Marie Claire and InStyle magazine we presented three glamorous creative options.
This style of research presentation was a complete departure from our previous IPC work. The presentations are always minimalist and colourful, but this subject matter demanded a slick, luxurious feel. The colour palette too was more subdued, with glossy blacks, liquid golds and silky peaches in place of bold greys and primary colours.
The idea was to mimic the sleek editorial style of an IPC magazine while maintaining a clear informative look. Fashion style photography was incorporated into the layout alongside icon graphics and data visualisations. This seemingly incongruous combination of fashion editorial style and business minded data visualization was designed to appear seamless.
We also devised a visually engaging way to present the data. We know from experience how quickly people switch off from slide after slide of bars and graphs, so we incorporated photography and bold data visualisations into otherwise dry and knotty statistics.