Escolar Documentos
Profissional Documentos
Cultura Documentos
de LOreal 1997-2007
Decoding and Revitalizing a
Classic Brand
Prachi Mohan
Rishabh Sood
Srishti Jain
Devang Nahar
Diksha Mahajan
14P033
14P039
14P050
14P075
14P077
Identity Evolution
Coherence is among the most
important criteria for brand evolution.
The evolution of Cacharel drawing from
associations with its sub brands
compromised heavily on its original
identity
Anais Anais
Characteristics
Appealing to the young customer
Within easy reach of the customer (affordable)
Brand
Innovative and novel
Modern but classic and retaining an element of
mystery
Addressing the interior world of womens feelings
Innocence
Loulou
Brand messages
Growing up of Anais Anais
Tenderness with seduction
More focus on seductiveness
Energetic and jazzy
Shift towards adulthood and maturity
Dynamic and sensual
Eden
Market scenario
Young people found appeal in ads celebrating gender and
cultural agnosticism
Period of revolution, revamping of societal norms, shift in
youth culture
Brand characteristics
Name lacked poetry
Suggestions of temptation and lust
Further capitalization on seductiveness
Connotations of Eroticism
Communication
Media investment reduced, ill conceived campaigns
Took away the relevance to the original brand identity and
the original target audience
Understanding Brand
Identity
Cacharel is representative of young women and their
inner feelings with slight innocence and seduction
power
Keeping in mind the brand identity, interesting
media campaigns can be initiated to revitalize the
brand amongst the target audience
It can help the brand identify an individuals
acceptance of social influences which lead to a
feeling of belonging to a group
A relationship of Cacharel, its physique, personality
and reflection can be communicated in a better way
It will help create an effective media strategy or
design a new product for the market
Thank You