Madura.

For my final Fashion Marketing Major project, my idea was inspired by the difficulties the mature market finds when purchasing cosmetics and the lack of brands which focus solely on using organic ingredients. My concept aimed to create a brand which only focuses on mature women using models over the age of 45 in marketing campaigns, this is because in makeup marketing, photoshopping and airbrushing is the norm – but this is not reflective of how the products work on the skin. A huge trend is organic makeup and skincare products, this is something women look for when they purchase items as they do not want to be using harsh chemicals on their skin and so my brand aims to be completely natural.

Through primary research carried out in semester one, it seemed many women over the age of 45 found it difficult to find products which suited their aging skin needs and also found marketing to be deceptive as it is not an accurate representation of what the products will do. Furthermore, makeup application for the over 45s is slightly different as the skin changes as you age and so it seemed important to have an interactive side to the brand, this is through workshops and YouTube tutorials so the target customer could complete an informative interactive online or in store demonstration. The aim of Madura is to create an organic makeup and skincare line designed for the over 45s, using no photoshop or airbrushing. Just using real women and real results.

For the introduction of the brand I wanted to show the inspiration of what created Madura and show the question that started the idea. For the images, I used my mum and family friends throughout my project as these are the women who inspired the brand as they often comment on how difficult makeup can be for their age.

For the second image I thought it is important to have a clear brand philosophy and so I aimed to make this easy to understand through the presentation.

For the next image I created an identity board. This is to show readers an overview of the brand identity to get a feel for what they represent. The colour palette was chosen to representative of the brand by the emotions felt when linked with these colours – trust, calm, clean, natural and luxury.

The final image is an overview of what the general target customer is. This is what Madura’s typical customer will be and who we focus on when designing products. The mood board helps to create an overall aesthetic for the Madura target customer.

Email – [email protected]

LinkedIn – https://www.linkedin.com/in/georgie-palmer-85492b141/