Brand image and identity with respect to brand endorsement and advertising of - Maybelline Dolce & Gabana Viktor & Rolf Aldo

1. BRAND IMAGE AND IDENTITY
PRESENTATIONG BY
AALIYA GUJRAL
FSID - LEVEL 1 SECTION A

2. Click to add text
MAYBELLINE

3. Maybelline
1934 Tom Lyle Williams [1896-1976], the
founder of Maybelline.
• T.L. Williams founded The MAYBELLINE Company in 1915 and introduced MAYBELLINE Cake
Mascara in 1917 as the first modern eye cosmetic to be produced for everyday use.
• Seeing an opportunity for a product to sell through his mail-order business he used a chemistry
set to produce a mixture containing petrolatum (Vaseline), carbon black, cottonseed oil, and
safflower oil that he hoped he could sell.
• The firm and brand name MAYBELLINE was adopted in honour of his oldest sister, Mabel, from
whom he originally received the idea.
• In 1991, the company adopted its current advertising slogan, Maybe she's born with it. Maybe it's
Maybelline.
• In February, 1996, MAYBELLINE was purchased by L’Oréal USA, Inc. and the company headquarters
were subsequently moved to New York City.
• It entered the Indian market in the year 1998 with technically advanced products and since then it
has been leading the cosmetic industry.

4. Brand Endorsement
 The MAYBELLINE image is hip, intelligent, stylish and charming – brought
to life by MAYBELLINE’S spokespeople.
 Maybelline received a boost when the company hired Lynda Carter as the
company's beauty fashion coordinator after her Wonder Woman television
series ended; she also appeared in several of its television and print
advertisements.
 Josie Maran, Adriana Lima, Miranda Kerr, Sarah Michelle Gellar, Melina
Kanakaredes, Zhang Ziyi, Siti Nurhaliza, Fasha Sandha, Deepika Padukone,
Alia Bhatt, Diana Penty, Sheetal Mallar, and Kristin Davis have endorsed
Maybelline products.
 The current faces of Maybelline are Julia Stegner, Christy Turlington, Jessica
White, Erin Wasson, Kemp Muhl, Emily DiDonato, Jourdan Dunn, Marloes
Horst, Lisalla Montenegro, and Shu Pei.
 These women embody the MAYBELLINE image in a modern approachable
way.

5. Advertisements
1920 Lash-Brow-Ine with the Maybell Girl
featured prominently on the box and
aluminium container.
Maybelline liquid and cake mascara.

6.  A lot of advertising featured actresses including Phyllis Haver, Ethel Clayton, Viola Dana, and Natalie
Moorhead. Cross-promotion of this sort was critical to the success of Maybelline but was also important
to the actresses and the movies they appeared in.

1926 Actress Viola
Dana endorsing
Maybelline.
1930 Maybelline
advertisement for eye
shadow (in blue, brown, black
and green shades) and
eyebrow pencil (in black and
brown shades). Maybelline
(cake and liquid) is now
referred to as an eyelash
darkener.
1933
Maybelline
Eyelash
Darkener. The
advertising
copy calls it
‘The perfect
mascara’ an
early use by
Maybelline of
the term forced
on them by the
Lash Lure
scandal.

7. 1936
Maybelline
Cream Mascara
and other items
attached to
redesigned
product cards
introduced by
Rags Ragland.
These would be
later replaced
with white cards
with the classic
Maybelline eye
in the corner.
1937 Maybelline
products in new
packaging. Note
the more sober
tone and the
‘Good
Housekeeping
Seal of Approval’.
The cream
mascara with its
zipper bag had
been introduced
the previous year.
1949
Maybelline
Cake
Mascara,
Cream
Mascara,
Eyebrow
Pencil and
Eye
Shadow.
The ‘Good
Housekeepi
ng Seal of
Approval’
has
disappeare
d.
• The use of movie stars remained an important part of the Maybelline advertising strategy but, in the 1930s,
endorsements were more sober in tone and there was an increased use of models rather than actresses in the before
and after shots.

8. 1959
Maybelline
Magic
Mascara.
Maybelline’s
first automatic
mascara and
the first
automatic to
use a spiral
brush.
1960 Maybelline
Magic Mascara,
Solid Mascara and
Cream Mascara
(each in 4 shades);
Self-sharpening
Eyebrow Pencil (7
shades);
Eyeshadow Stick (6
shades); Fluid Eye-
liner (8 shades);
Eyeliner Pencil (8
shades); Eyelash
Curler; Brow and
Lash Brush ’n
Comb, and Eyebrow
Tweezers. Solid and
cream mascara was
soon to disappear
from the Maybelline
range.1964 Maybelline Ultra Lash Mascara in
Velvet Black, Sable Brown and Midnight
Blue. Note the change in the brush shape.

9. The Girl With The Big Eyes: An Atomized
Product Story
 The story was atomized into many pieces so it could excel across all parts of the fragmented digital
landscape:
 “Bites” – Such as social photos, gifs and visual quotes, were created in volumes form-fitted for the brand’s
social channels.
 “Snacks” – Such as Vines and a :30 teaser video, lived across social and paid media.
 “Meals” – The 1:30 web film and the immersive digital experience that enabled visitors to pick apart the
Big Eyes story in a vertical scrolling experience at their own pace.

14. Dolce and Gabbana
 Dolce & Gabbana is an Italian luxury industry fashion house.
 The company was founded in 1985 in Legnano by Italian designers Domenico Dolce and Stefano
Gabbana.
 The first collection from the design duo was shown in October 1985 alongside five other up-and-coming
Italian labels a part of Milan Fashion Week.
 The pair labeled their first collection Real Women, due in part to the use of amateur local women on the
runway.

15. Brand Endorsement
 Felicity Jones - Actress
 Madonna - Singer
 Matthew McConaughey - Actor
 Monica Bellucci - Actress
 Scarlett Johansson – Actress
Both Johansson
and McConaughey were
dressed to kill on set, with the
"Lost in Translation" actress
wearing a beautiful black lace
dress and black sling-back
shoes while the "Dazed and
Confused" star looked sharp in
a dark suit.

16. Advertising Campaign
 In 2003 the Dolce & Gabbana perfume Sicily was advertised in another surrealist commercial about
a Sicilian funeral, which was also directed by Giuseppe Tornatore.
 Gisele Bundchen starred in the 2006 commercial for the fragrance "The One", featuring Bundchen in
front of a vanity mirror being made up, with flashes of a mob of cameramen interspersed; she then
puts on a golden dress, shoes, and has a pair of D&G sunglasses put on her face.

17.  Photographers and filmmakers that have worked with Dolce & Gabbana on advertising campaigns have
included Giampaolo Barbieri, Michel Comte, Fabrizio Ferri, Steven Klein, Steven Meisel, Mert + Marcus,
Jean Baptiste Mondino, Ferdinando Scianna, Giampaolo Sgura, Mario Sorrenti, Sølve Sundsbø, Mario
Testino, Giuseppe Tornatore, and Mariano Vivanco.
 Dolce & Gabbana have won two Leadawards for their campaigns, Germany's leading advertising awards.
In 2004 they won for their Fall/Winter 2003/04 campaign and in 2006 they won for their Fall/Winter
2005/06 campaign.

24. Viktor and Rolf
 Viktor & Rolf is an Amsterdam-based fashion house.
The company was founded in 1993 by designers
Viktor Horsting (born 1969, Geldrop) and Rolf
Snoeren (born 1969, Dongen).
 Viktor & Rolf's first clothing collection was shown at
a competition called Salon European des Jeunes
Stylistes in 1993. The collection was comprised of
preexisting pieces of garments blended into a
collage, to create new clothing.
 Viktor & Rolf started making ready-to-wear clothes
in 2000. In 2006, they designed clothes for the high
street chain H&M.
 In their famous "One Woman Show" in 2003
 In the wake of Jean Paul Gaultier's shocking
announcement to shutter his house last season, it
was reported that Dutch design house Viktor & Rolf
is closing its ready-to-wear operations following the
autumn/winter 2015 season to focus on couture and
fragrances.

25. Brand Endorsement
 Their collections have featured performers such as Tilda Swinton, Tori Amos, Rufus Wainwright, Róisín
Murphy, Brigitte and Joan Wasser.
 The face of Bonbon, model Edita Vilkeviciute

26. Advertising campaigns
 According to WWD, designers Viktor Horsting and Rolf Snoeren were so taken with Bonbon's pink
bow bottle and accompanying ad imagery -- shot by Inez & Vinoodh and starring model Edita
Vilkeviciute wearing nothing but matching ribbons painted on -- that they created their Spring
2014 couture collection with it in mind.

30. ALDO
 The ALDO Group (corporately styled "ALDO") is a private Canadian corporation that owns and operates a worldwide chain of shoe
and accessory stores.
 The company was founded by Aldo Bensadoun in Montreal, Quebec, in 1972, where its corporate headquarters remain today.
 It has grown to become a worldwide corporation, with nearly 1,600 stores under four retail banners: ALDO, Call It Spring/Spring, Little
Burgundy and GLOBO. Stores in Canada, the US, the UK, and Ireland are owned by the Group, while international stores are
franchised.

31. Advertising Campaign
 Whatever the banner may be, every one of thier campaigns has a story to tell and promises to
deliver young, hip and creative looks. They move forward as the fashion season changes, and
tailor each new style to a specific customer. These trendsetting individuals have style on their
mind and want to be in the know when it comes to fashion. Thier campaigns are sure to keep
them up-to-date with the latest and best in footwear and accessories, as they’re happening
around the world.

32. ALDO
 #PERFECTPAIR
 At ALDO, perfection means finding the perfect pair of shoes for any situation. It’s the reward that comes
from knowing who you are, deciding what you want, and recognizing that only you can find your
#PERFECTPAIR.
 To celebrate perfection in all forms, ALDO collaborates with photographer Alasdair McLellan to show a
side of ALDO you’ve never seen before: honest, unfiltered and entirely personal. This season is all about
embracing ALDO’s belief in being yourself, with a diverse cast that includes: Adowa Aboah, Danny Blake,
Kel Markey, Simon Nessman, Eliza Cummings, Sung Jin Park, Dana Drori, and Justin Passmore

33. Call It Spring
 YOUTH HACK
 Call It Hackers! We hit the road and landed in Berlin, Germany where we took over the city with fun hacks
that turned the old into the new, the static into the dynamic.
 This season sees the return of grunge classics like engineer boots and fun wardrobe staples like pop soles
and pop art-inspired flats—what better way to show off our collection than in this super colourful
setting?
 Your surroundings are your playground—a way to change the way you see your environment – one roll
of coloured tape at a time. The best way to express yourself is to get hacking!

34. Little Burgundy
 NORTHERN SOUL
 Britain in the early '70s was a mess. There were mining strikes, unemployment was at an all-time high and
those who had a job, only worked three days a week. The youths were bored and unmotivated and with
no jobs to get to in the morning, they went out dancing.
 Clubs with names like the Golden Torch, Blackpool Mecca and the Wigan Casino opened across the north
of the country leading to all-night dance parties. But they didn’t dance to just anything. They became
obsessed with underground Motown out of cities like Detroit, Chicago and New York, the soulful sounds
of young kids aiming for pop stardom and missing the mark. Uncluttered by the sweetness of commercial
pop, the new sound was raw and infectious. They called it Northern Soul.
 Dance has a way of bringing people together the way nothing else can, it’s a way of simultaneously
standing out and fitting in. It’s a club you want to belong to.
 This issue of our magazine is about dance but it's also about connection, the feeling we all get of being
part of something bigger, being part of a movement. We’re calling it Northern Soul.

35.  ALDO Shoes and YouthAIDS have created a global campaign to raise awareness and funds to fight AIDS. The ads feature big Hollywood
stars, including: Ashley Judd, Christina Aguilera, Salma Hayek, Cindy Crawford, Penélope Cruz, LL Cool J, Elijah Wood and Josh Lucas.
2005
 For $5 they are selling these Empowerment tags, with words from the campaign which plays off the "Hear no evil. See no evil. Speak no
evil." They also feature the typical engraved ribbon. 100% of the profits will go to YouthAIDS. The ads are all done in black-and white
and were shot by Peter Lindbergh. The concept was developed by ALDO's agency, Kraftworks Ltd.
 The tags will be available at ALDO stores and on youth-aids.org, which also includes more pieces to the campaign, including postcards
which feature the ads to send via email, the ads, and a video and photographs of the campaign being shot.

40. Thank you