‘Mid Life’ design concept brief.

                                                                                                          

Experience - why cover up the lines that show your experience? Let others see how much you have enjoyed life.

Through a selection/range of fake beauty products, women ages 45 - 55 will be attracted to the shelf. They will think they are buying a new innovative cosmetic product however in reality they will be shocked to open an empty package.

Inside, the product will not contain the real cosmetic, but instead a note that asks them to think of a positive experience that they have had recently or in their mid life years. Perhaps an anecdote or positive emotion. This will provoke viewers to share the anecdote and thus share the concept, in a viral style campaign.

The copy on pack will use existing copy - I will need to look at a variety and pick out common ways of communicating on anti wrinkle or other cosmetics.

The branding will need to be consistent with current styling to fit in, but will not be the major focus of the package, the key area is the concept and how the concept will be shared.

Brief : To make a comment about the beauty industry in relation to Mid Life and demonstrate that happiness is formed through life, experiences and sharing.

Who: Women aged 40-50 *

Why: To change opinions about what beauty is

Where: Boots. On beauty/anti wrinkle/cosmetics shelf OR new product launch POS

How: The on shelf ‘fake’ product would attract attention in a covert way. The hope of this being it would the turn into a viral campaign allowing those who are in the target market to learn from it and also those outside.

* The main target is women aged 40 - 50, however others will also be reached through the viral campaign. 

The product needs to:

1. Stand out on shelf - design wise it needs to be good enough to draw attention but still fit in with the style of current packages.

2. Use current copy and style of the beauty packages in the market.

3. Inform people of how positive mid life is.

4. Interact with the viewer by prompting them to think of an anecdote.

4. Surprise the viewer: stop them from being able to use the package for its intended purpose.