Deepening red’s long-term partnership with Francia Cosmetics, the red team were tasked to create a new ‘umbrella brand’ architecture to support the client’s ambition in branding and marketing a growing range of beauty brands for hair, face, body and nails – capable of competing not only on price but brand and product quality too in new markets overseas.
red developed the umbrella brand positioning strategy and all new brand expressions including brand logo, brand identity system and supporting guidelines.
The new brand architecture was created to provide a distinctive, over-arching image and shared brand ‘reason-to-believe’ in Francia Cosmetics Manufacturing, Technip Nippers Manufacturing, Melia Professional and future planned brands for markets including Australia, USA, Eastern Europe, Middle East, Asia Pacific and Vietnam.
Lennart Schaberg, Creative Director at red brand builders, commented, “The new Francia Beauty brand positioning and premium identity reflected the French heritage of the company and portrayed the concept of effortless beauty and grace gained through the supporting brands and products of the whole Francia Beauty brand and product range.”
The new Francia Beauty umbrella brand is already being communicated globally at renowned beauty exhibitions, strengthening and growing the love affair with customers around the world.