Case study : Typology Paris’ Tinted Lip Oil

1. Brand Essence:

Brand Character: Describing Typology as "a glamorous and pure person" creates a vivid and relatable image. This character trait gives the brand a personality, making it more accessible to consumers.

Tone of Voice: Highlighting Typology's "positive and professional tone of voice" establishes a consistent and appealing communication style, fostering a positive brand image.

Look & Feel: The description of showcasing products with a white background and occasionally incorporating fruits aligns with a clean and natural aesthetic. This consistency in presentation contributes to a recognizable brand image.

2. Background:

Providing context about Typology's transition from natural skincare to cosmetics gives a sense of the brand's evolution. This evolution sets the stage for the introduction of the Tinted Lip Oil, indicating a strategic expansion.

3. Objective:

The objective to inform about the Tinted Lip Oil, emphasizing both its cosmetic and nourishing qualities, is clear and focused. It sets a measurable goal for the marketing campaign.

4. Message:

Communicating the launch of a new Tinted Lip Oil with specific features like a glossy, non-sticky finish, and a variety of colors provides a concise and appealing message. This clarity helps potential consumers understand the product benefits swiftly.

5. Target Group:

General: The persona of Mariam, a 25-year-old woman who enjoys self-care, beauty treatments, and dining out, provides a broad yet relatable overview of the target audience.

Domain Specific: Mariam's specific concern about dry lips due to frequent lipstick use makes the case more compelling and relatable. It emphasizes the real issue the product aims to address.

Brand Specific: Connecting Mariam's preference for Labbelo cherry indicates an understanding of the existing market and potential competition. This connection helps in positioning the new Tinted Lip Oil within the consumer's existing preferences.