I wrote this in 2004- many moons ago... as my last presentation in Bradford, where I had gone for the Chevening scholarship. The last section is about what I learnt there as a person.
The Silent PersuadersCreating Beauty brands for the heartscape
Buying Beauty off the shelves
Promises through the yearsA picture perfect face
New Beauty benefits
Value added products
The formula hasnt changed
The Admans ( womans) cutWeave dreams
Creating beauty icons
A face speaks a thousand wordsLakme
Creating a differenceInvesting in emotions
Unique cuts, unique executions
Focus on the persona
Brands with attitude
AttitudeKnock out BeautyKnock out
Good ads, well executed, clear messageButis there more to beautyWhat can make us stand apart
LearningsLost in the sameness Superficial beauty Impossibly beautiful perfect women
Emotions /benefits restricted to feelings( confidence, freedom etc)Result: Very replicable.More of the same.
What Women Say
Quotable quotes I think the worst part is the models bodies. When I see them I hate my body. I want to be like them and they make me diet all the time. I am really tired of this.( Eva, 22)
The girls in the ads are too beautiful. I try to be like them but I can never have their hair and skin.- Meera, 19, Kolkatta, India
Everybody has limitation and better be realistic about it and do the best that you can. No matter how much make up you wear, it cant turn you into Cindy Crawford.- college student, Indonesia
We are bombarded today with images of the "perfect" woman... She is tall and willowy, weighing at least 20% less than what her height requires. She rarely looks older than 25,( 18 in India) has no visible flaws on her skin, and her hair and clothes are always immaculate. One "perfect woman" looks pretty much like the next Naomi Wolf ,in her book, The Beauty Myth
Where does this leave our consumer?Stereotypical beauty aspirationNot a choice but a compulsion
Unachievable beauty images
Disbelieve and disenchantment
Goes for price as a deciding factorCommoditising the brand
LearningsBuying into the category, not necessarily the brand
Does not resonate with her life, the issues she faces
Result: Does not bond with the brand
A Moment of reflectionI have often wonderedHow can we create a mark?How can we make them see differently?What if we made them see but not through just their eyes?What if we made them see through their hearts
The Heart of a Woman
From Head to Heart- Heartscape brandsDefining HeartscapeSpace in a womans heart
Defining Heartscape brandsWhen the brand in her hearts eye takes the form of an entity, a relationship.
The power of the heartscapeInfluencers
Role of beauty in the heartscape
If beauty can trigger off strong emotions for a woman, there exists a powerful potential for creating strong heartscape brands for beauty products.
How can advertising help create heartscape brands?
How can we move away from picture perfect imagery to credible, achievable and a realness in beauty?
The lotus flowerEmbodiment of Simultaneous Cause and Effect
Complete the spectrumCause
How do we create a concept of achievable beauty that reaches out to her heart?Create a beauty definition that transcends looks
It is about action
Address issues close to her heartCelebrate her as a woman.
True beauty does not end with just an external payoff like appreciation for looks.The appreciation stems from what she does with her looks
Demystifying beauty- Cause and Effect
By using real women
By using real life scripts,
Where Beauty and brains coexistWhere Beauty is a means to an end and not an end in itself
1. Real womenin reel lifeDove in the U.KAs tested on real curves
Boots in the UKNo impossibly beautiful models
Women comfortable with their bodies
2. Real lifein reel lifeWhen beauty and personality go hand in hand
Beauty brands act as enhancers for confidence and self belief, leading to positive action
Real life advertisingHeart Insights Life scriptsHappy women
What women wantHalf the sky
Listen to her heartWhat appeals to her
What concerns her
What makes her smile
What does she dream of
What does she aspire for
What does she look for in life
The power of affirmative imageryMaking her believe in herself
Using beauty as a spring board for realizing her dreams- use it as her strength
When beauty is no longer a face value
Make her stand up and take notice
Reach out to her deepest emotion
Theres more to beauty than just beautyBeauty
Fundamental women truths
A powerfully expressed thoughtBreaking the category idiom
To ConcludeBeauty is a strength, to spur us to action in whatever we want to achieve and realize
Beauty is the means to an end
Its the end that determines a truly beautiful person
ReflectionsThree months in Bradford
Questioning myselfWhat do I want out of life?
Am I truly happy?
If not, what am I doing about it?
What is it that will make me happy?
Rediscovering myselfWhat I think of myself vs what others think of me
Wanting to make a differenceAs a professionalAs a womanAs an influencer
Life LearningsA beautiful person is one that wins the heart
Perfectionism can be a weakness
Identifying my leadership style
Respecting the team
Being aware of discrimination, however small
Being open to change
Friends can be soulmates too
Thanks to the beautiful women, who made me realize how special it is to be a woman
I go back to a new morning, a new beginning