Frankly good - Beauty of Good Habit
BRAND STRATEGY, BRAND NAME, PRODUCT NAMING, SLOGAN & TAGLINE, CREATIVE DIRECTION
ANALISYS
Commissioned by the Bruketa&Žinić&Grey agency, I have developed the brand strategy and verbal identity of the new clean-cosmetic brand launched by the Croatian pop star Franka. The products are made from a combination of natural and lab-grown ingredients that are harmless to the skin and support its natural balance. While growing up in Istria, among her family’s olive groves and vineyards, Franka became aware of the benefits of olives, grapes, Istrian medicinal herbs, and goat’s milk, which are the main ingredients of the products she co-created and personally tested, while using them on a daily basis.
The beauty industry trends are driven by minimalism, which also includes a clean beauty trend, i.e., products that only contain safe ingredients, both for people and the environment. Increasing attention is being paid to mental health and self-care, and the pandemic has further shifted the focus to skin care. The target group analysis shows a decline in trust in businesses and the importance of transparency. When it comes to beauty, Generation Z prefers to highlight and experiment, so for them, makeup is a means of expression and fun, whereas millennials prefer natural shades. Both generations associate beauty with skin care, self-confidence, and authenticity.
SYNTHESIS
Due to her public appearances, Franka often uses a lot of makeup, and she learned the importance of regular cleansing and good skin care. She wants to leverage her public influence to share her experiences with others. At the same time, beauty industry trends are focused on natural beauty and healthy skin. This led us to the brand positioning claim – the beauty of good habit. How does the brand put it into practice? By promoting the belief that beauty comes through healthy habits, education about healthy eating and the importance of hydration, sleep, and care for the body, complemented by regular use of products appropriate to skin types and age groups. By using harmless, effective, and proven ingredients that are locally relevant and available in Istria.
By means of transparent and honest communication about the ingredients that are important, useful, and good for us. This led us to the brand manifesto summed up as habulous (the combination of English words habit and fabulous). This is a brand that promotes healthy daily habits by making positive changes in life. This is also an Istrian brand, which implies tradition, nature, but also people with attitude. This brand’s playfulness and energy stem from Franka’s personality and are manifested through its appearance and methods of communication. The brand attributes are beneficial and frank, which is related to product ingredients, as well as enlightening, which are related to customer approach.
IMPLEMENTATION
The name Frankly Good should be taken adverbatim. Frankly is linked with Franka and cosmetics that are frank in terms of ingredients, production processes, and intentions. It communicates a desire to influence customers, promoting a frank, filter- and filler-free look. The slogan Beauty of Good Habit highlights the importance of healthy habits. The names of skin care products are inspired by their main ingredients. The makeup butter cleanser is called Milky Splash.
The lip therapy is called Milky Smoother. The names of lipglosses and lipsticks are inspired by their shades. For instance, the nude lipstick shades are called No Makeup Makeup, Dune Shimmer and Fantin Latour, after a French painter known for his paintings of powder-coloured roses in a vase. The red lipstick is called Poppy Field. The dark red lipstick is called Cherry, It’s Too Late. The pink lipsticks are called Dandy Lady and Sugar-Free, But Cute.
BRAND STORY
“Beauty comes from within, but also from the outside. It comes from nature but also from the lab. It comes from adaptability to the times in which we live and from habits that have remained unchanged over the centuries. We believe in products that are beneficial and good for us, wherever they may come from. We do not believe in myths of purely natural or organic because we are aware of the disproportion of human appetites and the capacities that nature can provide us with. We believe in the natural and environmentally friendly products that we grow in Istria. Sometimes they do not suffice, and we need to supplement them with synthetic, lab-grown ingredients that mimic natural compounds and protect nature from their excessive, unsustainable production. The education about what we take inside and put on our bodies makes us realise that natural is not always healthy and that synthetic is not necessarily harmful. Therefore, we have taken only the good and beneficial from both worlds. As ambassadors of proven ingredients, we create skin care and decorative cosmetics that preserve the natural pH and skin barrier, but we cannot do it alone. Every person should contribute to their own beauty habits known from long ago: good sleep, sufficient water intake, a proper diet and regular workouts. Our products cannot make anyone have more sleep, but we can be ardent advocates of good habits who will constantly remind others of them.”