Brand Name:
"Lucent" stands for glowing with light. The connect we are trying to create with the brand name here is that one can have glowing skin sans acne by using our acne strips. The conventional methods for removing acne are face washes and creams that often leave after-marks post their use. We not only ensure effective and painless acne removal but also lucent skin after the use.
Brand Logo: Lucent Lucent

The brand logo is a simple oval with the name "Lucent" written in a cursive font. The background is white to give a picture of illumination or brightness. The font is cursive to give it a personal touch and warm appeal.
Brand Colours:

Green and white have been identified as the colours to do the branding. These colours have been chosen as they are neutral colours and "Lucent" also stands for a Unisex brand. Further, "green" stands for being eco-friendly and is synonymous with Lucent's properties too. Lucent is an eco-friendly product as it makes use of organic and herbal ingredients and is biodegradable after use. The colour "white" symbolises purity and radiance which is how the skin feels after use.
Brand Tagline:
The tagline for Lucent has been given as "Perfect & You". This is mainly used to denote how a person feels after using Lucent. The idea of using the word "perfect" is that it makes the skin flawless and without any imperfections.
Brand Vitality:
The product is a One-time solution for removing acne from roots. It is so effective that a one-time use ensures acne does not recur in the spot again. Also, the idea of using strips to remove acne gives a image of uprooting it from its roots.
Brand Image:
The brand stands for enhancing radiance and giving a sense of confidence once used. The brand personifies confident and happy youth full of vigour and energy. It stands for simplicity and it stands for the true potential that it can unlock within the user. It challenges the user to try and change one’s society, one lives in – thus it comes with a strong social face. Also, We are creating a green brand that is close to the nature. The brand is targeted for an age group of 12 to 40 years who face acne problem.
Offering Packaging:
We have two types of products – for oily and sensitive skin types. The former will be priced at 4 for Rs 59 and the latter at 4 for Rs 69. The packaging will be in the form of a flat box, from which the strips can slide out. As the strips slide out, a motivational message directed at the person is revealed on the package. Behind the box, we have directions to use and composition of the strip. We insert a card within the box – inviting entries for a campaign we run, asking people to send in their stories about how they have stood up against violence in any form, and direct users towards the Facebook page and the Twitter handle. On the other side, we mention one of the stories we have received as an entry. #StandUpAgainstViolence to be used as the hashtag for the same. This forms the basis for our online advertisement campaign – as a part of establishing the brand persona.
Brand Personality:
We are creating a green brand that is close to the nature. It stands for simplicity and it stands for the true potential that it can unlock within the user. It challenges the user to try and change one’s society, one lives in – thus it comes with a strong social face. It also features humorous advertisements that are bold and hilarious at times and thus engages its users – thus clearly defining its target market as the millenials and the newer generation. It has an interactive packaging, and a website that communicates that the brand embraces technology and is very powerful across social media. We use common people as endorsers – making the brand as one by, of and for the people. This brand is a positive, energy exuding brand – and is aimed at taking the user close to perfection, as evident from the packaging.
Product Description: * It is blessed with natural healing ingredients to soothe redness, itchiness & irritation. * Dermatologically tested * Oil-free- It takes off excess oil & heals bacterial infections to give you acne-free, lucent skin * Non comedogenic- It kills acne causing bacteria and gently removes impurities & dead skin cells to help prevent clogged pores * Provides 5 in 1 action- Uproots, cleans, unclogs pores, nourishes, moisturizes.
Ingredients:
East indian sandalwood oil, tea-tree oil, water, glycerin, hamamelis virginiana (witch hazel) extract, Triticum, Vulgare(Wheat Germ Oil), Sugandit Dravya, Vitamin E, Prunus Armeniaca(Apricot Oil), Prunus Amygdalus Oil(Almond Oil), Bees Wax, Citrus Aurantium(Orange Oil),Aloe Barbadensis Extract (Aloe Vera Extract),Demineralized Water, Persea Americana Oil(Avocado Oil),Vitamin E,Prunus Armeniaca(Apricot Oil),Prunus Amygdalus Oil(Almond Oil),Bees Wax,Citrus Aurantium(Orange Oil),Aloe Barbadensis Extract (Aloe Vera Extract),Demineralized Water,Vitamin C,Vitis Vinifera Extract(Grape Extract),Limonum Oil * For sensitive skin, the strips contain plant oils, which are made up of relatively simple fatty acids and are gentler on skin. * Contains no parabens or artificial colours
Directions for use:
The product comes in the form of strips which are to be applied in areas where there is acne. 1. Identify the areas with acne 2. Dry hands. Peel strip off plastic liner. Apply to affected area, smooth side down, pressing down to ensure good contact with skin. 3. Leave it on the skin for about 5-6 hours until stiff to the touch — like papier-mâché and continue with work 4. Slowly and carefully peel off starting at edges, pulling toward center.
Cautions:
1. Use only on the acne or zits 2. Avoid using on swollen, sunburned, excessively dry skin, or skin prone to spider veins. 3. Consult a physician before using on skin being treated with prescription acne medication. 4. Avoid using on skin which is sensitive to bandages or peel-off face masks. 5. Remove strip as directed promptly after it becomes stiff. If strip is difficult or painful to remove, wet strip thoroughly until it slides off easily. Forceful removal of the strip should be avoided and may cause skin abrasions. If this occurs, discontinue use and consult a physician. 6. Do not use more often than once every two days.
Launch Plan * Listing in Modern Trade- We will make Lucent available in all the supermarkets, hypermarket and departmental stores to increase penetration in all major areas where our target segment shops from.

Visibility in this channel can be increased by cross promotion of Lucent with our existing products. Combo offers can also be given in the initial days after the launch to increase consumer engagement.

* Visibility in General Trade- Medical outlets, kirana stores and Cosmetic outlets should give greater emphasis on increasing point of purchase visibility of the brand through posters and standees. Self-dispensing units would be provided in these outlets to increase consumer awareness through sampling.

* Sampling- For the launch, we have decided to sample lucent strips in big events which attract a lot of our target audience like marathons. For this, we’ll tie up with big names Standard Chartered which conducts its marathons every year and gets thousands of participation.

We are also planning to sample it in national dailies and health and fashion magazines by means of print advertising.

Given that we have positioned it as an eco-friendly product, we will introduce free samples in Gymnasiums, Spas and Salons as at least one of these places are frequented by people of the entire target segment. Word-of-mouth publicity through recommendations about the brand’s viability can be increased a lot by sampling in these places,
Launch Advertisement (across Print media):
We will be launching the offering as a free sample embedded in a national daily across the country. This avenue is expensive, but it will give a first of its kind offering under a new band name the kind of visibility and exposure that it should have at the first go.
On the entire front page of the daily – there’s a girl’s face. She has perfect skin except for her chin, and she’s applied a strip on her chin. On the strip, in large letters – ‘IM’ is written, and beside the strip, the words – Perfect & You. With the strip on – it’s written Imperfect & You – and there’s a hint asking the user to tear off the strip. As the user does it – the name of the brand is revealed, “Lucent” – Perfect & You. On the inner side of the strip, it is printed “Lucent is the first of its kind organic total acne removal strip. Leave it on or 6 hours and you can forget that you ever had acne. Launching in India for the very first time. Tested. Found safe and effective.” Of course, smooth and beautiful skin is revealed on the newspaper, once the strip has been removed.
It’s based on the idea of a minimalist poster. There’s very little text across the page, except for the directions, asking the reader to tear the strip off the page – revealing the brand name and the tagline and a virtual depiction of how the strip works.
Creative Approaches (The pool):
Emotional Advertising (Slice Of Life)
Lucent as a brand is a solution to Acne problems. And for many facing acne issues, substantial efforts are siphoned towards the issue every day. The ads would be set in a backgrounds associated with daily lives. The advertisements would follow the format of problem, interaction and solution. 1. Setting is in a school. A boy/girl sitting with a home remedial pack on his/her face and quite fed up with the constant poking from his/her friends. Sub Scene- Another friend who has used Lucent comes and talks about the product. There one can see on screen the way Lucent counters the acne and solves it overnight. We close the ad with the product and tag line “Perfect And You”
The endorser here is shown as a student who is smart, happy and confident. 2. Setting is an office canteen. A guy receives a message” Yes. Tomorrow 8pm.” on his WhatsApp for a date. The happy face quickly turns into worry. The guy points to his acne. His colleague sitting a table away pings him on WhatsApp- “Acne Issue?” …”Try Lucent”. Next scene shows the messenger, a happy, smiling, smart guy sitting across another table, giving assurance with his eyes. 3. We have a set of people in a sequence (one person per frame at a time) discussing how they believed acne could never be cured and the ordeal they have to go every day. Then they discuss how they got to know about Lucent and how it has been the solution to all their problems and “not just acne”. The people in the ad are from all walks of life, the entire segment we cater to, a young trendy student, a smart professional, a free spirited artist, a mother etc. 4. Lucent would also go for ads during peak marriage season showing the acne problem. Setting is a bedroom where a girl is deciding on her attire for a marriage. She then looks into the mirror to realize there is a bigger worry in form of an acne. Then she takes out a packet. Sub scene- Her mother giving her the packet as she was leaving her house after holidays. She then applies the strip. In the next scene she is dancing with her friends in the marriage.
The ads are reflect the brands assurance to acne problems and bringing a confident, smart and free spirited YOU. And the idea behind “no celebrity” and using a “common man” image increasingly connects with the users.

Informative Advertising:-
These ads would be the first to be floated into the media as it is quite essential to know about the product and “how” “what” aspects make Lucent. The ads would talk about the organic nature by talking about the ingredients, our idea of overnight action and the product being a strip and not a face cream. 1. Setting is an early morning scene in a bedroom. A girl wakes up (the face not shown) and walks up to her bathrooms mirror. The mirror shows the girl with a patch on her cheeks and she then takes it off. Sub scene- The camera freezes the cheek and zooms in to show what all transpired on it over the night and how Lucent acted on the acne. The scene would highlight our active ingredients, organic in nature.
The following advertisement pool comprises advertisements that will be broadcast across social media sites (on the Facebook page of brand Lucent and the Twitter handle of Lucent) and on YouTube. These will be aimed at increasing our social media presence and interacting with the millenials who spend a major part of their lives on social media.
Humour (7 advertisements):
These are a series of advertisements that have the common theme – how acne removal makes one’s life convenient.
Duration: Less than 30 seconds, each.
1) Scene shows a man running hard for his life. His wife is chasing him, screaming “You tell me who she was!” He stops at an apparel store and looks at the store and the camera turns to show his chasing wife. The camera goes back to the man – he’s vanished and the wife pauses for a second in front of the store and then runs on. The camera slowly focuses on the mannequins – and there he is, with his face between theirs.
We close with a message across the screen in large lettering – Saves Lives. Lucent.
2) Scene shows a girl applying traditional Indian face-mask. The screen is split into two and the same girl has put on the acne removal strip. Sub scene 1 – she’s shown watching a comedy TV series – on the left, with her face pack, she struggles to laugh, while on the other panel she’s in splits. Sub scene 2 – she’s shown reading a sad letter – she begins to cry – but they are muffled and weird - and the tears solidify on her face and she can’t move a face muscle. The panel on the right shows her crying with her heart. Sub scene 3 – The girl’s shown after a few hours, when the pack has solidified and breaks off in chunks as she talks over the phone. The other panel shows her talking away merrily. The final screen is dark, and there are sounds of shuffling and voices. Suddenly there’s a sound of a tooth cracking and an agonising groan by a guy in the end.
We close with the message: Lets you express. Lucent.
3) Scene begins with a girl screaming in horror when she wakes up and finds acne on her face. Camera focuses on the neighbour’s place. Lights switch on and the wife finds her husband cheating on her with another woman. (We show the silhouettes.) The next scene shows the divorce attorney and a couple seated in front of the lawyer’s. The man has a black eye.
We close with the message: Saves marriages. Lucent.
4) Scene begins with a girl at a salon. As she looks at the mirror she screams out in horror – and the camera shows the barber slipping and shaving off half the guy’s hair off the head.
We close with the message: Protects from fashion disasters. Lucent
5) Scene shows a burglary in progress. High tech security being broken into. There’s a woman who walks sleepily into the washroom and switches on the lights. As she notices her face, she shrieks in horror. The burglar alarms go off in the bank and the burglars are caught by the guards. Inside the jail, these guys are planning to kill the woman once they come out. Several years later – they are freed. Scene ends with the silhouette of a burglar with a knife, standing in front of the woman’s house.
We close with the message: Protects you from vengeance. Lucent
6) Critical Interstellar (movie) type scene – shows astronaut trying to fit the space ship into its pod. There’s a brave astronaut standing near the pod, helping him manoeuver. However, his fellow astronaut in the cabin takes off his helmet and notices his acne prone face in the glass and screams in horror. The astronaut loses control of the space ship controls and it veers off and smashes into the pod – sending the poor astronaut outside flying into space.
We close with the message: Prevents disasters. Lucent.
7) Scene begins in a dark house, and there are winds blowing inside. Candles go off and camera focuses on the couple with bats in their hands – scared and shaken looking for the ghost. Paranormal Activity type scenes ensue – utensils fall off, and focus on the woman with the bat. She turns around and there’s a guy with a face covered with acne. She uses the bat to thrash him and there are fiendish screams. The lights come back – and she realises it was the guy. While she’s apologising and tending to him, a shadow inches closer towards the couple.
We close with the message: Get the real ghost. Lucent
Social Awareness: 3 advertisements
(These are designed around asking the viewer to stand up for the real cause.)
The unifying theme across all the social awareness advertisements (to be featured on YouTube and the company websites, to be integrated with the social awareness campaign that our brand will be running) – will involve stories from real people. It is critical to the brand personality.
1) Scene begins with a young woman combing her hair in front of the mirror. The video is shot in black and white. It’s dawn – there’s just enough light to show her face. There are bruises on her face and she sets down the comb on the table where the acne removal strips are kept.
We close with the message – “There are some things that Lucent can’t cure. #StandUpAgainstViolence.” We give the website of the brand, the Facebook page and the Twitter handle.
Duration: 30 seconds.
2) Scene begins in a bus. There’s a girl sitting in her seat and there’s a couple of guys looking at her and passing comments at her. She’s visibly upset and she’s clutching her bag tightly. In the neighbouring seat, a woman opens her purse, exposing a pack of acne removal strips. She takes out her phone and begins dialling the number of the police and go ahead and confronts the guys. The camera focuses out.
We close with the message in large letters across the screen – “Find your voice. #StandUpAgainstViolence. Lucent.” Links to pages and handles ensue.
Duration: 30 seconds.
3) Scene shows a school, it is recess. There’s a bunch of children who are ragging a smaller child about her/his acne. They shove the terrified kid and run off when a teacher approaches and scolds them off. The teacher helps the kid up, gives him a pack of Lucent from her bag and we take the scene out of focus.
We close with the message – “We can cure the acne, but we can’t stop bullying. Start them young. #StandUpAgainstViolence. Lucent.” Links ensue.
Duration: 30 seconds.

Sources & References: https://www.youtube.com/watch?v=gx4rkAhkeM4&index=4&list=PL06715A1CED3132E3 https://www.youtube.com/watch?v=bnan1aXZI-Y&list=PL09XbN1hYzhGIge8LDlc05_3iJfkcJiCi

https://www.youtube.com/watch?v=DlttV8ZfwQg&list=PL09XbN1hYzhGIge8LDlc05_3iJfkcJiCi&index=7

http://zoeymoeyzainal.tumblr.com/

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/informative-persuasive-and-reminder-advertising-438-219/

https://www.youtube.com/watch?v=xHs8OlXBFVs

http://www.abesmarket.com/natural-products/personal-care/natural-skin-care/natural-acne-care.html

http://www.swechhastore.com/products/acne-removal-combo

https://www.youtube.com/watch?v=MKvKXGMDc5E

http://greenbeauty.wonderhowto.com/inspiration/ten-foods-eat-for-clear-acne-free-skin-part-1-0123980/

http://www.huffingtonpost.com/2014/04/22/organic-beauty-products-earth-day_n_5184712.html?ir=India&adsSiteOverride=in

http://www.noahhealth.org/steps-to-treat-acne-cysts-effectively/#endo

Integrated Advertising, Promotion and Marketing Communications (K. E. Clow, Donald E. Baack)