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
dynamic wave.

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.

Visit http://www.thinkkaleidoscope.com


http://www.thinkkaleidoscope.com

Table of Contents for the Digital Edition of BXP - May 2018

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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