creative & strategy digital book (graphic design issue)

CREATIVE &
STRATEGY BOOK

GDG 645
GRAPHIC DESIGN STUDY

PRODUCT EXTENSION AND POPULARITY OF
THE ANAS COSMETIC

BY DALIA KHALID
PREPARED FOR MADAM JAMIZAN BT JALALUDDIN

TABLE OF
CONTENTS

01-09 INTRODUCTION

10-19 SITUATION
ANALYSIS

20-21 DATA COLLECTION

21-31 CREATIVE &
STRATEGY

32 BIBLIOGRAPHY

INTRODUCTION

EXECUTIVE SUMMARY OF THE
PROJECT (ABSTRACT)

This study discusses the literature related to the product of ANAS
cosmetic product which is its has their own identity of the brand.
ANAS cosmetic product serve as makeup product to the women
and also to the makeup artist to do a makeup. ANAS cosmetic
is a makeup product that focus to finding the right shade that
matches their consumer skin tone & they use that as a fuel of
inspiration for their brand. They also focus into being the first
local product that goes international with the quality product
that align with the global standard. ANAS cosmetic also put
a lot of thoughts, their research to fulfill women’s desire in
wearing makeup.

BACKGROUND OF
THE STUDY

ANAS Cosmetics was established in We put our focus into being the first
August of 2017 when we discovered local product that goes international
a problem among Asian women in with a quality that aligns with the global
finding the right shade that matches standard. We put a lot of thoughts,
their skin tone & we use that as a fuel research and hard work into our products
of inspiration for our brand. All of our with hope to fulfil women’s desire in
products are made to match the Asian wearing make-up that truly suit their skin
women for the sole purpose to lift out flawlessly.
the major issue that they encounter on
a daily basic ;matching shade.

BACKGROUND OF
THE STUDY

We put a lot of thoughts, research and Not only that, our motto Show
hard work into our products with hope to Your True Colors aligns with the
fulfil women’s desire in wearing make-up direction of creativity that Anas
that truly suit their skin flawlessly.Anas Easkey lead. Their major purpose is
Easkey, the Creative Director behind the to fulfil the demand of the market in
brand has always been the person who producing high quality products with
seeks solution to ease every women so an affordable price while we stand tall
that they can enhance their beauty by amongst the international brands.
makeup.

PROBLEM
STATEMENT

The causes of the problem are Purpose of this project is to make
their quality of the product. this product have their own
Besides that, there is no extension concept on their extension product
for the ANAS cosmetic. and we want to improve the
quality of the product.

They should create new concept According to the Shamza Riaz on
just like other popular like MAC, her research Impact of Packaging
Tarte, and others. People will know Design Of the Cosmetic On Female
their product with just saw their Consumer (2015), Packaging design
logo or their packaging. attracts female consumer strongly
that is why companies should focus
on packaging pattern to make it
more effective.

RESEARCH
OBJECTIVES

The research objective for this
project is improve the quality of the
product with make some product
extension.Besides that, we want to
create a new concept of the
product extension and increase the
popularity of the product since this
product is a new in the industry of
cosmetic.

AIMS & RECCOMENDATION

AIMS

To create the new concept of the product extension based on mix
with modernization.

RECCOMENDATION

The objectives of this project is to improve quality of ANAS products.
Besides that, we want to create the identity of ANAS product and
to relate the improvements popularity of the product.

SWOT ANALYSIS

STRENGTH WEAKNESS

Higher quality of Have a problem to get a
packaging product statistic for their economy

OPPORTUNITIES THREAT

Consumer can accept the Too many competitors
product because of new from other popular
concept of the product cosmetic product

extension

RESEARCH
METHODOLOGY

RESEARCH DESIGN

This study used a qualitative method to access socio-
demographic profile such as sex, age, parent’s occupation,
size of income, the top 3 product of ANAS and the
preference of the product extension. Qualitative
method is a purposive process of data gathering, analyzing,
classifying and tabulating data about prevailing conditions,
practices, beliefs, processes, trends, and cause-effect
relationships and then adequate and accurate interpretation
about such data with or without aid of statistical-treatment.

POPULATION AND SAMPLE OF
THE STUDY

The respondents of this study came from women consumer.
Random sampling is used to select randomly, samples from the
different strata of the population.

RESEARCH INSTRUMENT

The instrument used was a researcher-made questionnaire
checklist to gather the needed data the student’s profile.
The draft of the questionnaire was drawn out based on the
researcher’s readings, previous studies, professional literature,
published and unpublished thesis relevant to the study. In the
preparation of the instrument, the requirements in the
designing of good data collection instrument were
considered.

RESEARCH
METHODOLLOGY

RESEARCH INSTRUMENT

For instance, statement describing the situations
or issues pertaining was toned down to accommodate the
knowledge preparedness of respondents. Open-ended
options were provided to accommodate to free formatted
views related to the topics or issues. In this way, the instrument
is authorized to obtain valid responses of the students.
Preference for the use of the structured questionnaire is
premised on several research assumptions such as cost of
being least expensive means of gathering data, avoidance
of personal bias, less pressure for immediate response, and
giving the respondents a greater feeling of anonymity. In the
end, it encouraged open responses to sensitive issues at hand.
In addition, the instrument was validated by few consultant
and former professor before it laid on the study.

DATA GATHERING PROCEDURE

The first step before going to the testing proper is to make a
request letter. Upon approval, the researcher retrieves the
request letter. The Coordinator, as well as class adviser and
other faculty members were selected in the administration. In
administering the questionnaire, the researcher was using the
time allotted for vacant to avoid distractions of class discussions.
The student’s responses were given enough time to answer the
questions. After data gathering, the researcher now collected it f
or tallying the scores and to apply the statistical treatment to be
used with the study.

RESEARCH
METHODOLOGY

STATISTICAL TREATMENT
FOR DATA

Responses to the questionnaire by
women consumer were statistically
analyzed with the data requirements
of the study. Students were statistically
analyzed with the data instrument of
the study. Descriptive statistics such as
frequency count, mean, percent and
rank are considered.

LITERATURE REVIEW

DIOR MARKETING STRATEGY

Based on Marketing 91 article, for product , the design and markets
leathers good, ready to wear, footwear, fashion accessories, timepieces,
jewelry, makeup, fragrances and skincare products. For place, the
products is exclusive & original. They sell all its product through its chain
of retail stores in the global market / online stores. The company also
believes in direct selling & has a network of the efficient workforce. The
outlets also is a critical point for them because they can gain maximum
advantages. They believes in one to one sales & each customer treated
as exclusive.

LITERATURE REVIEW

DIOR MARKETING STRATEGY

Based on Marketing 91 article, for the price, they market its product for
high-class & high income group with help is quality assurance. Their
target customer is customer who are elegant with a social distinctiveness.
They also adopted a premium pricing. For the promotion, they reward
the loyalty to the customer and offer invitations for the presale (exclusive
and regular buyers).

LITERATURE REVIEW

VERSACE MARKETING STRATEGY

Based on the MBA Skool Team article,the product strategy for Versace is
they believed in offering modern and fashionable products. For the pricing
strategy is they placed itself in the premium section targeting high end
segment of the society, attract people with urban style lifestyle and
people with high purchasing power, made the pure proportional to the
quality and design of the products that’s it. Its called premium pricing
and its also provides exclusivity in its products.

LITERATURE REVIEW

VERSACE MARKETING STRATEGY

Based on MBA Skool Team article, for the place & distribution strategy,
they manages the commercial presence and sales activities in Italy.
They using a world-wide network to distributes its products. For their
promotion & advertising strategy, they does not require any media to
promote itself. The logo of Versace Greek is mythological figure, Medusa.
They started sponsorship and partnership to promote more.

LITERATURE
REVIEW

MUSLIM FRIENDLY FRAGRANCES

Based on Halal Zilla article, a spritz of perfume or cologne is usually the
last step of a woman’s or man’s grooming routine before stepping out
of the house. As the author, C. Joybell C. aptly puts it, “you’re never fully
dressed without perfume”. On the same note, did you know that there
are halal or Muslim-friendly fragrances available? Yes, the concept of
“halal” doesn’t apply to food only, but also in other aspects of life. In the
case of fragrances, the product is halal if it doesn’t contain alcohol,
animal ingredients, harsh chemicals and is not tested on animals. While
most are familiar with “minyak attar” (essential oils derived from botanical
sources)

Here’s a few product of Muslim friendly fragrances in Malaysia

LITERATURE
REVIEW

IMPACT OF PACKAGING DESIGNS OF COSMETICS ON
FEMALE CONSUMER’S BUYING BEHAVIOR

Based on Shamza Rias, The result declared that nice and beautiful/
delightful packaging designs of cosmetics have strong influence on
the buying behavior of female consumers. This present study indicates
that female customers like classic and simple packaging designs as
well as fairy tales, lovely, cool and special shape packaging designs.
The study/research reflects that the packaging designs of cosmetics
and female purchasing behavior both have strong and positive
relationship with each other. The research result depicts that female
consumers are more likely to attract by packaging designs of cosmetic
products. The study shows that more female consumers have agreed
that they prefer the good packaging designs to send someone as gift.

SITUATION
ANALYSIS

COMPETITOR ANALYSIS

The competitor for this ANAS product is DUCK Cosmetic.
DUCK Cosmetic have done many collabration with other
brand such as Tealive, DC and others. They also always
came up with the new idea with the design of the product.
They have an advantages because they have many loyal
customer that buys their product. DUCK Cosmetic also
using Fashion Valet website as their channel to sell their
product. DUCK Cosmetic also have many multiple location
in Malaysia & Singapore. They also a high cost provider.

MARKET SEGMENTATION
ANALYSIS

TYPES OF SEGMENTATION ANAS DUCK
SEGMENTATION CRITERIA COSMETIC COSMETIC

Geographic Region Local Local & International
Density Urban, Sub-Urban
Demographic Age Urban, Sub-Urban 18-50
Gender
Behavioural Life-cycle Stage 18-50 Female
Psychological Income Single,Married
Occupation Female High Earners
Degree of Loyalty
Personality Single, Married Professional

Social Class Medium Hardcore Loyal
Lifestyle Determined,
Professional Ambitious
Medium - Hardcore Middle, Upper Class
Loyal Successor,Explorer
Compulsive,
Ambitious
Middle,Upper Class
Successor, Explorer

DATA COLLECTION

SURVEY

DATA COLLECTION

SURVEY

Based on the survey that I have done to the respondent, that’s clearly
that many respondent agreed with the product extension which is
perfume “muslim friendly” for all gender. Besides that, many respondent
thinks that this perfume “muslim friendly” its a easy product that we can
bring anywhere even when we doing a prayer. Then, many respondent
also interested in using this kind of perfume “muslim friendly” because
some of them misgiving about the perfume that not “muslim friendly”.

CASE STUDY

5 REASONS THAT GLOSSIER
IS SO SUCCESSFUL

Glossier is a back-to-basics, digitally native beauty brand that has built
a cult following, particularly among millennials. With a narrow product
range of about 40 SKUs primarily focused on skincare, with color
cosmetics and fragrance rounding out the line, Glossier celebrates its
customers’ natural beauty, not the artificial, painted-on kind. Its tagline
is, “Beauty products inspired by real life.” Glossier is powered by a fierce
and loyal dedication to its customers, their needs and wants. It all starts
with its direct and intimate customer relationships.

CASE STUDY

5 REASONS THAT GLOSSIER
IS SO SUCCESSFUL

True to its blog and social-media roots, Glossier makes the most of its
two-way communication with its readers and followers. What people
say to Glossier or, even better, about Glossier to others is more important
than what Glossier says to them. Unlike traditional beauty brands where
products are developed first, after which the brands must figure out how
to sell them, Glossier puts the specific consumer product need out front,
thus simplifying the sales and marketing process. In this way, Glossier co-
creates its product offerings.

CASE STUDY

COSMETICS BUSINESS REVEALS THE 5 BIGGEST
FRAGRANCE TRENDS IN NEW REPORT

Yet Clotilde Drapé, Research Analyst at Euromonitor International, says that
in the future, the upper prestige fragrance segment will have to find ways
to remain relevant, and more importantly competitive. “It will have to keep
justifying its high prices to consumers as new players are emerging on the
market offering premium alternatives at lower price points and with as much
exclusivity,” she explains. Floral Street, which recently won Retailer of the
Year at the 2019 Fragrance Foundation UK Awards, is an example of a
brand providing a new type of competition.

CASE STUDY

COSMETICS BUSINESS REVEALS THE 5 BIGGEST
FRAGRANCE TRENDS IN NEW REPORT

As the global fragrance market breaks the $50bn barrier, it is also breaking
new ground that will position perfumery for a successful future. The
evolution of niche brands into the mainstream has created a dynamic
upper prestige segment that is powering market growth. “Customers are
always interested in learning about something new and it takes an
element of retail-theatre to get their attention,” says Jo Osborne, Director
of Beauty and Concessions at Harvey Nichols. With consumers seeking
uniqueness in fragrances, brands focusing on personalisation are proving
attractive. One example, notes Drapé is the collaboration between Sillages
Paris and French department store Le Bon Marché which used AI to tailor
fragrances to consumers’ needs. “The collaboration was a huge success
thanks to the premium clientele of the department store and
communication from the brand itself,” says Drapé.

CREATIVE THINKING

THE SITUATION

ANAS Cosmetics was established in August of 2017 when we
discovered a problem among Asian women in finding the right
shade that matches their skin tone & we use that as a fuel of
inspiration for our brand. All of our products are made to match
the Asian women for the sole purpose to lift out the major issue
that they encounter on a daily basic ;matching shade.We put
our focus into being the first local product that goes international
with a quality that aligns with the global standard. We put a lot
of thoughts, research and hard work into our products with hope
to fulfil women’s desire in wearing make-up that truly suit their
skin flawlessly. Anas Easkey, the Creative Director behind the
brand has always been the person who seeks solution to ease
every women so that they can enhance their beauty by
makeup. Not only that, our motto Show Your True Colors aligns
with the direction of creativity that Anas Easkey lead. Their major
purpose is to fulfil the demand of the market in producing high
quality products with an affordable price while we stand tall
amongst the international brands.

TARGET AUDIENCE

For the target audience, we target women from ages 18 to 50.
Eventhough the product a bit pricey but this product can use
for the target audience can afford to buy this product.

CREATIVE THINKING

ROLE OF COMMUNICATION

To make the audience aware and know the important
about this product such as how important this product
when we using in prayer. We want ANAS cosmetic to be
forefront of customer minds when they considering the
purchase of a product. We also want to entice the target
audience to visit the ANAS website, to see all of the
ANAS cosmetic product.

BIG IDEA

ANAS cosmetic is a product makeup for a women, its also
useful for women and makeup artist which is it can create an
art by using this product. I want to make a product extension
season perfume Muslim Friendly.

MEDIA PLAN

To build a new concept such as product extension to promote this
product for the audience know about this brand. Besides that, we
want to show off the uniqueness of the product through social
media. To build a new concept and to develop quality , reliable
and sustainable for the product. Besides that, we want to produced
a great ANAS cosmetic product video to show the audience the
beauty and uniqueness through social media.

CREATIVE EXECUTION
STRATEGY PROCESS

Evaluate questionnaire Do a research on other
of the consumer product comparison

Find a suitable size of Set a target audience
bottle packaging that that can use this
and eco-friendly product
material for the
perfume

Choose a suitable Make a demonstration
theme and color of the product
scheme for products

CREATIVE
COMMUNICATION
VISUAL
DESIGN

CONCEPT

The concept for this project is I
want to make a concept of
Hawaiian Tropical in my product
extension which is perfume “muslim
friendly”. Besides that, I want to
make a sustainable packaging
perfume bottle. For example,
handbag perfume or perfume tag.

DESIGN IDEA THEME

The ideation for the prototype is I
find the opportunities for the user
which is I find the one who expert
in sustainabiltiy in packaging.
I also research a current trends
which is I want to do a season
product. Since the season trends
become popular among the
consumer, I also doing on what I
and consumer needs together.

DESIGN IMPLEMENTATION
AND EVALUATION

DESIGN LOGO SKETCHES

In this brainstorming, I brainstorm the Then, I make an idea how I can
idea of the problem ANAS cosmetic. make the logo. I brainstorm that
I also make a concept on how I can I can use some element of
make ANAS cosmetic become Hawaiian Tropical design while it
a popular brand like other product. has different scent and different
Besides that, I write the target design of bottle. the name of
audience for this product which is my produc extension is ANAS
between 18 to 50 years old. Mornight perfume which is it
can use for all long day.

1 A2 3

A4 MORNIGHT

7 56

MORNIGHT MORNIGHT MORNIGHT

89 10

MORNIGHT MORNIGHT

DESIGN IMPLEMENTATION
AND EVALUATION

DESIGN LOGO DEVELOPMENT

In this development logo, I try to Then, I also using a handwritten
put some element of the Hawaiian font to show how precious this
with using flower and leaves. Besides perfume. Besides that, I also
that, I also using some element of using Serif font to make the
Sun and Moon because I refer to name of the product become
the concept of my product highlight to the consumer.
extension

BIBLIOGRAPHY

ANAS Cosmetic Background Study, ANAS Cosmetic Website, 2018
ANAS Cosmetic Product,Facebook ANAS Cosmetic, 2018
DUCK Product, Google Images
MBA Skool Team,April,2020
Marketing 91, Hitesh Bhasin, August,2018
Cosmetic Info Website
HalalZilla, Sara Amira, July, 2019
Impact of Packaging Designs of Cosmetics on Female
Consumer’s Buying Behavior (Shamsa Riaz, Samia Wasif,
Farhat Nisar, Ume Farwa, Ammara Rashid), 2015
5 Reason That Glossier Is So Sucessful, Pamela N. Danziger,
Forbes,2018
Cosmetic Business Reveals The Biggest 5 Fragrances Trends In
New Report, Cosmetic Business, 2019