Our journey to the big idea and beyond

To begin with our first task was to find a brand that had a bad reputation and desperately needed a reinvention. After some group discussions we compiled a list of possible brands. These included the Scouts, Butlins, Weight watchers, and even Northern rock but at this point we all felt like we had just not found the right one so we went away to continue our search.
That evening I re assessed the brief and noticed the idea of changing a stereotyped view of something. I then started to get ready to go to the pub and picked up my stick of concealer to cover up that unwanted spot on my chin. I made sure to rub it in so that no-one would notice i was wearing it and the idea came to me... make up for men. When I mentioned this to the group the following day the reaction was positive so we decided to develop the idea further... and so we had our first Big idea... Make up for Men.

Our next task was to find the right brand to incorporate a range of male cosmetics, a brand that would relate to men and is in need of a re brand. This was easier said than done. A list of male brands consisted of Just for men, Harley Davidson, Diesel, Zippo and Dunhill. We originally decided that dunhill was the best brand but after some extensive research it was found that there was no reason for Dunhill to change because there were maintaining a level of success. I then decided to look at brands such as Old Spice and came across the idea of Brut. After some research into the brand there was enough evidence that Brut was a failing brand and desperately needed a re invention. i mentioned this to the rest of the group and they agreed, so we now had our brand.

The next thing we did was to consider the range of male cosmetics and eventually came up with the name Defy, with it's tag line being 'He who dares...' We also decided on what products were to be included in the range.

Although we were concentrating on the idea of make up for men, we were forgetting the main task in hand that would eventually become our Big idea. We had to re brand brut. Researching the brand I found that their biggest advertising campaign was when Henry cooper and Kevin keegan told men to 'Splash is all over'. This got us thinking why don't we take away the spray function of the after shave and just sell the splash on. This is a more masculine way of applying after shave and it seems more fresh. This then made us realize that we should 'bring back the splash' and and so we had our second Big idea!...

Videos

Click on links to view videos:

Brut concept video



Defy viral video

Presentation

'Defy by Brut - The Evolution of man'
viral advertising video

7th december meeting with jackie

Brut : Bring back the splash! / Splash it all over again...




articles related to Brut:

http://findarticles.com/p/articles/mi_qn4156/is_20000227/ai_n13946553
http://news.independent.co.uk/media/article62967.ece
http://news.independent.co.uk/uk/this_britain/article1780540.ece



The Metrosexual
This is a relatively new form of Man; a man in touch with his feminine side but is not homosexual!
The metrosexual is generally a city-dwelling, too-cool-for-school type that is sophisticated and careful about his appearance. Refined and proud of his appearance, he probably knows his skin type (unlike many members of the opposite sex), likes to pamper himself, is an expert shaver, uses lots of facial products and maybe even a bit of make-up!
This is often referred to as todays modern man and would be our target consumer.

http://www.sofeminine.co.uk/mag/beauty/d1532.html

http://www.theage.com.au/articles/2003/03/10/1047144914842.html


Make up for Men / Male Cosmetics

This is a niche market that is becoming very popular. Men are constantly striving to look good, so why is the idea of men wearing make up still such a stereotyped topic. Make up has long been associated with girls and gays but attitudes are now changing.

How can we use this BIG idea to change a brands reputation and give it a 'makeover'!?

Here are some articles related to male cosmetics and the increased popularity and market potential:

http://www.cosmeticsdesign.com/news/ng.asp?id=71333-datamonitor-nivea-l-oreal-biersdorf-shiseido

http://www.dailymail.co.uk/pages/live/femail/article.html?in_article_id=450010&in_page_id=1879

http://www.guardian.co.uk/style/story/0,,1995866,00.html

http://www.petitionspot.com/petitions/prettymen

Other male cosmetic brands:

Our main opposition...Jean Paul Gaultier "Le Beau Male"

http://www.jeanpaulgaultier.com/index.php

Brand Extension

Defy Advertising

Defy by Brut

Product Design Ideas

Stone and matal concepts...

Pebbles (natural)



Chrome/ engines (man-made)

Make up for Men

After deciding that the tagline for the range of male cosmetics was to be: 'He who dares... we now had to come up with a name for the cosmetics range itself.
here are some initial ideas:
D-fi / D-Fine / D-Struct / D-Fiance

Resist / Resistance
Risque
Individual
Diverse
Unique
Dare: Defy/ Challenge/ Oppose/ Provoke/ Risk/ Endeavor/ Venture/ Chance/ Pursuit.
Distinct/ Fresh
Noble/ stud/ Grit/ Gritty
Brave/ Valient/ Assure/ intrepid/ poise
'Dare Devil'

Final name: 'Defy'

'We have decided to call our Range of make up: 'Defy by Brut'.

Brut Advertising

Brut Packaging

Brut Packshots