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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

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