BXP - May 2018 - 27
A D V E R T O R I A L
How to create winning brand experiences?
Some recent successes with Millennial
consumers point the way.
A conversation with Kaleidoscope
First every brand owner wanted to
attract the Millennial consumer. But they
soon discovered they needed a deeper
understanding of this buying force of nature.
This entailed a greater awareness of their
emotional needs, their desire for authentic
experience, their fleeting brand loyalty and
their reverence for ingredients, processes
and policies that respect for human beings
and the planet. Add to this traditional
retail's battle to stay relevant, and what you
have is a perfect storm from which winners
and losers will emerge. In a conversation
with brand strategy, design and realization
agency, Kaleidoscope, we looked at how
they help clients ride the crest of this
Remember, the big legacy brands have the ability to
invest in category disruption, (non-traditional) media and innovation - if they just pick up the pace."
BXP: Do you have an example?
KALEIDOSCOPE: "Dove is a great one," adds
Jen. "They came to us to launch an exfoliating
scrub (body polish), a new category for them. With
speed to market always a concern, we were able to
create 15 design concepts and 32 structural models
in 7 days (all under one roof). We did immersion
studies and discovered the importance of showing
the product, especially to this audience, for whom
beauty aids are a very personal matter. This drove
the decision to create a die cut for the iconic Dove
logo, letting the color palette for each variant show
through. It's been a resounding win."
BXP: Are Millennials a more thoughtful
BXP: Millennials are digital natives, so are
consumer than we're used to?
they driving the trend away from retail?
unfiltered beauty by creating new standards for
KALEIDOSCOPE: Says Jen Suberlak, Account
KALEIDOSCOPE: "No question," says Jen.
imagery in-store. Photography will be unaltered - a
"They live with their devices. So, the experience
Director, "In some cases yes, but select retailers are
welcome change to highlight a more realistic view
goes deeper than what the product looks like. In
thriving with Millennials - especially in the Health
of beauty. Any brands that showcase photo shopped
an instant, they can access the ingredient informa-
and Beauty (HBA) space. It's about understanding
imagery in-store will be required to place a 'digitally
tion and reviews from their peers. They can watch
what drives their purchase decisions. Sephora is
altered' callout on their image. By tapping into
a how-to video or search a product in a database
a good example. They've become a playground
the Millennial desire for experience and thirst for
to find its safety rating. These aspects matter to
of sorts for their consumers, encouraging them
authenticity, these retailers are winning the hearts
consumers and should not be ignored." Adds Scott,
to try before they buy. Using trial, providing an
and minds of consumers."
"They tap online authorities before they believe the
advertising message. We've positioned Kaleidoscope
educational experience and allowing consumers
to choose from a multitude of brands, Sephora has
BXP: What kinds of brands are leading the
as a resource for brand owners of any scale. It's our
become the go-to destination for HBA shoppers.
way in today's retail environment?
job to help them navigate this new retail reality and
"When you look to the mass channel, one retailer
KALEIDOSCOPE: According to Scott Lucas,
consumer dynamic - to be the interpreter between
to watch is CVS. They've recently launched their
Executive Director of Client Services, "Challenger
brands and today's most sought-after buyers."
'Beauty Mark' initiative in response to Millennials'
brands are having their 2.0 moment. They lack the
desire for authenticity. They are more likely to seek
restraints of scale and legacy and are nimbler in
out recommendations from their peers or social
responding quickly to consumer trends. You see this
influencers than be persuaded by traditional adver-
throughout the traditional grocery and convenience
tising, and will be the first to question messaging or
channels, where indie brands are invading shelf
Get in touch with Kaleidoscope today.
imagery if it's unrealistic. The retailer is promoting
space once owned by legacies. But, let's not give up.