Meeting with the printers

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I decided to visit a printers over Easter, which is local to where I live to get a quote and an overall idea of what they can do. At the moment I don’t have a clear idea of how I want my layout to look but I know I want to be square and a similar size to this booklet (shown below)

 and have a gloss front and back cover with silk or satin inside pages.  The booklet show below is just one I received when I was training as an associate for Victoria’s Secret but I like the shape and the size as it was small enough to go into your hand bag but big enough to have large, good quality images on and make it more special than just another store handout. I felt gloss would look luxurious and sleek for the front and back cover. Whist the silk and satin paper felt nice and didn’t have too much shine on it that you couldn’t see the paper. 

After discussing sizes I was told they were only able to standard sizes such as A4 and A5 etc. I felt that A5 would be too small and I was adamant on have a square shape. We came to the agreement that the book could be printed in A4 size but the height and width would be A4 so it would be square. We also discussed different ways of binding. I was shown a magnetic bind, which was a hard spine that I could have in graphite or black. (Example shown below) 
 

--> I liked this because it felt quite sturdy. I don’t want my look book to feel like something disposable, even though it is for advertising purposes I want it to also be something that a customer would keep to look through. Almost like the Victoria’s Secret catalogues that are sent round in the US. 

I felt positive after going to the printers because everything felt like it was coming together. I decided to go to a printing store that would be able to print my look book rather than sending it off to a company online because it felt more personal. I wanted to meet the people who were printing my book and discuss options and show them my images and plans to ensure that they understood my vision for the book and so they were able to give me there expertise and suggestions on what would make it look best. I looked on online printers such as blurb, but I felt it was to impersonal, I didn’t like the limitations on options and therefore felt that I didn’t have enough control over the outcome. 

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After discussing the printing options with my tutor I was advised not go with the magnetic bind, as it is not right for the type of booklet I am creating and does not fit the Victoria’s Secret brand. After looking around and getting look books and supplements from other beauty brands such as Benefit, Bobbi Brown and Bare minerals. I agree with this and have decided to go with a saddle stitch bind.

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Media Kit

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Another part of the project outcome is the media pack; this is a PDF document, which will be on memory stick presented inside a Victoria’s Secret box. The media kit consists of a press release that details an event that will be held at the Victoria’s Secret store in New Bond Street, to celebrate the launch of the 2014 beauty collection. The media pack also consists of the mood boards I created for each of the themes, this is to give the media an understanding of the themes and their inspiration and to give them an exclusive look of what is to come. The purpose of the media pack is to be sent round to the media to give them an insight into the collection before it is released, so they can then write about it, and create hype around the collection to the public before it is released. 

This originally started off as a staff-training package, which would educate staff on the collection and how to sell and apply it to customers. However, it has evolved into the media kit after I found a site called www.vspressroom.com This site is part of Victoria’s Secret but is exclusively for media purposes and details all Victoria’s Secret new launches for all of their product lines. As well as exclusive behind the scenes videos and images from photo shoots and press events and press releases. For each launch and press event they feature on the site they have a media kit, which can be downloaded and opened in a PDF. The media kits for press events includes a press release that details the what the collection is and what it consists of and a brief paragraph about what supermodels were at the event for the launch, when and where it was. The media kit also features images from the event. An example of the media kit shown below.

 

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I feel that the website and media kit’s are highly effective in promoting, advertising and creating a buzz around new collections as well as keeping the media informed. The PDF format of the media kit is quick and easy to open and look at, especially for busy PR’s, journalists etc. and is a much better alternative than having endless papers. Which is why I have made the decision to create a media kit in a similar style. My aim for the media kit is to create hype about the collection so journalists will write about the anticipated launch and the event that will be taking place. This is why I have written a press release detailing information about the event that will take place, rather than one that already has and have provided mood boards of each collection rather than images from the event.

I have written the press release in a similar style to the ones written on the site, for instance I started of with what supermodels will be there. This is because the supermodels are a big part of the brand and are key when advertising and showcasing any products. I have also written a brief detail about the collection and what it includes, but the purpose of the press release was to get individuals to come the event to explore the collection. I have chosen to present this media pack on a memory stick inside a Victoria’s Secret box because I wanted it to look like a present which PR’s ad journalists will not be able to resist opening. I think that by doing this it will build up an element of suspense and raise questions as to what it will be, therefore it will be unavoidable for those to receive it to open.

Below shows my media pack before I have put it into a PDF form. 

Advertising boards

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As part of the outcome for this project I have decided to create three advertising boards that would be displayed in store. From my time working at Victoria’s Secret I know that large advertising boards showcasing the newest collections where frequently featured throughout the store. This is something that was very effective in selling new collections and grabbing the attention of customers. They also looked great around the store, as the supermodels are such a big part of the Victoria’s Secret it contributed to the interior of the store portraying the brand image. Images of these advertisements in Victoria’s Secret stores are shown below. 

 

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I chose to only do three advertising boards for the core themes, which are, Very Sexy, VS Pro and Dream Angels. I decided to do these themes because they are collections that would be sold all year rather than the limited edition collections, which are sold by season. The advertising boards are featured below. All these images have been printed off on A1 gloss paper.

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I decided to have the brand logo across each of the boards in pink, black or white depending what would stand out better. I can’t give a particular reason as to why I did this; it just felt right to put it across the top. To begin I was only going to have the logo on the image. However I felt that as this was for advertising purposes I needed to put the title of the theme as well as phrase to entice customers to explore and buy the collections. I chose the font in accordance the to theme. I felt for Dream Angels I could have something slightly more feminine a girly, whilst I wanted the Very Sexy theme font to be bold to reflect the theme and the image. I chose a similar bold and clear font for VS Pro as it is advertising professional and essential products.

VS Pro and Galactica shoot

In this post I am going to discuss my final shoot which was for VS Pro and Galactica which is going to be the theme for autumn’s limited edition.

VS Pro

I chose Sintija as my model as I have worked with her before I know she has flawless skin and I felt her fair blonde hair would be perfect for the Victoria’s Secret. Inspiration for this look is shown below.

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On the photo shoot I felt that the images of Sintija were working really well and I was happy with her poses and facial expressions on the shoot. However, when looking at the images on the mac and reviewing them with my tutor I found that in most of the shots Sintija had her mouth slightly open and it looked as if she was snarling. This made it very hard to choose an image where her face had a softer expression. In hindsight I should have asked the photographer to hook the camera up to a mac so I could have a closer look at the images and been more particular about the facial expressions.

Below shows the image I plan to use in the look book for VS pro. I chose this image because the makeup is very clean and natural, the skin looks flawless and there are no bags or dark circles under the eyes. Making it an ideal image to advertise foundations, highlighters and concealers. I chose to do the hair myself in the image, as I knew that Sintija had very thin, soft hair that was easy to style. I feel that the loose bouncy curls in the hair complement the natural makeup. I chose a plan black bra for this look because I feel that VS Pro is all about the essential products focus on getting the perfect base. Therefore I wanted to use a plan black bra, which is an essential. Below shows an un-retouched image from this shoot originally very cold so i needed to warm up the image I chose to use in  Photoshop

However, I feel that even though Sintija has very fair skin, this is something that I could have warmed up slightly when I was applying the makeup. This is something I didn’t do because I was consciously aware of making Sintija look too dark and unnatural.  I also feel that I could have used a touch more colour on the eyes and lips to bring the look to life a bit more. Overall, I am very happy with the image I have chosen and feel that it looks youthful and natural, which is perfect for advertising VS Pro products.

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 Galactica 

The second theme I shot for this look was Galactica in which I shot two looks for. For this theme I took inspiration both from very clean and luminous makeup with silver highlights and from images with a jewel toned colour palate. This has been shown in my Pinterest wall for this look. Pinterest 

The makeup for this first look was inspired by the reflective silver and white on an astronaut’s suit and the dusty grey colours of the moon. It is also in line with the metallic beauty trend. Below shows my storyboard for this look.

 

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The makeup for this look shows a Makeup clean skin with a luminous silver shimmer across the cheekbones and a pale pink blush on the cheeks.  With soft silver eye shadow across the eyelids and in the corner of the eyes to high light the eye and a very thin black eye line on the upper eyelid. Slight contouring with a beige/brown across the eyelid and cheekbones. The lips are covered with a nude gloss with a touch of silver in the middle. I have kept the hair in loose curls with it swept away from the face. I love the outcome of this image and feel that the silver shine across the cheekbones and eyes really works for the galactic inspired theme. I think that by using the wash of silver across the face communicates the theme but not in an obvious way. I also like the crop and feel by just having a head shot for this image gives it more impact. 

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The second look for this theme focuses on the colures of the galaxy, which I put together to create a jewel tone eye. I avoided recreated the pattern of the galaxy on the face because I felt it would be too obvious. Below shows the inspiration for this look. 

 

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I love the makeup for this look and feel that all the colures blend well together to create a wearable and achievable look. Throughout this project it has been important that all the looks are wearable and achievable for customers when buying the Victoria’s Secret products. I like the way the hair looks slightly wind swept and falls on the models shoulders. I am also pleased with the bra used in this shot, although it is plan I love the way the colour of the bra matches the colour of her eye shadow. I feel that the contouring across the cheekbone could have been blended in more as I can see a visible line across the cheek. This was the third look in the shoot and after reviewing and discussing the images with my tutor; it was advised that I should do three looks in one shoot as the model has begun to look tired. This is something I agree with, as she is not looking as fresh faced as she was in the first look. However, I was working to a tight schedule to finish all my looks before Easter, which is what I have done. But this is something I will keep in mind not to do for future shoots.

Dream Angels and Scarlett Noir shoot

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In this post I am going to discuss the shoot for Dream angels and Scarlett Noir, which is winter’s limited edition theme. I chose Laura as my model for this shoot. Laura is an amazing model who I have worked with before. I chose Laura because she has a beautiful face that fits the Victoria’s Secret brand image and she takes direction really well. Laura is also familiar with the Victoria’s Secret brand, this is something I have asked all my models before shooting them, because I feel if the models are familiar with the brand it really helps when shooting as they know the sort of look/poses I am going for. Laura is a red head; this is something that made me apprehensive about shooting her because there is not any red head models that model for Victoria’s Secret. However, as this beauty collection is exclusive to the London stores and there are many fair, red headed people in England, I feel that it will be appropriate and will also appeal to the target market.

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As this shoot took place on a Sunday I was not able to use the studios at Uni, so I booked the space RE-SO to shoot in. I chose RE-SO to shoot in because it is a wide-open space with plan walls and great natural light that comes in from the window. I wanted to have a space with a blank backdrop because it is how I have shot all my other looks. I made this decision because I all the looks to focus on the makeup, the bra’s feature in the shot as an extra and are used to relate the images back to the Victoria’s Secret brand. I felt that if I were do location shoots it would just be too much in the shot and take the focus away from the makeup. I also felt that the skirting boards going around the space added a romantic, vintage feel to the space. This is something I felt worked for the themes I was shooting, Dream Angels and Scarlett Noir, both have an element of romance in them. 

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As well as Laura as my model I felt I had a strong team for this shoot. I worked with Besiana as my photographer as also shot the second look for my Grecian Goddess theme. I like working with the same photographers throughout this project because I feel that they become familiar with the brand and my vision for the images. I also had a hairstylist who I met on another shoot I worked on as part of the team. I decided to ask a hairstylist for this shoot because I know hair is my weak point and has been throughout this whole project. I wanted to try some different hair styles out for these looks which I knew I wouldn’t be able to do myself and I knew Laura has very long, thick hair so felt it was better to get someone who is talented at hair to style it. In reflection, I felt this was a really good decision and made a big difference to the images. It also took some pressure of myself, as I was able to focus more on the makeup.

Dream Angels

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For the Dream Angel’s shoot I applied the look that I had previously tested. I kept in mind the criticism from the last Dream Angels shoot of making it look dated by bringing the colour up to the brow bone, so I was sure to only put the colour on the eyelid. I used a brown liner across the upper lash line rather than black, I felt that this worked really well to soften the eyes. Using the same colour blush, eye shadow and lipstick really worked for this look. I feel that all elements such as the hair, makeup and bra complemented each other and worked harmoniously together in the images. I love the poses in these images I have chosen. I like they way each of them are shot a slightly different angles, given a different view on each image. They poses are very soft, feminine and romantic but, without looking timid. The model still eludes confidence and sex appeal however in a more subtle way in comparison to the Very Sexy theme. I love this about these images because the image still commands attention but in a different way and I feel that this image will evoke different emotions and reactions in viewers than the Very Sexy theme.

 

Scarlett Noir

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The second theme I shot for was Scarlett Noir, which is winters limited edition theme and I created two different looks for this theme. Below shows the storyboard of inspiration I created for this look. 

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The first is clean and fresh look with a red/black glossy coloured lip, I wanted the lip to have a gloss over it to make the colour look patent. I wanted this look to have a whimsical and romantic feel to it so I asked the hairstylist to create a large thick plait going across the head with wispy bits of hair coming down. When I finished this look I loved it, it had the whimsical and romantic feel I wanted with a gothic edge. I knew it was slightly more edgy look than Victoria’s Secret would usually do but I felt it would work because it still had sexiness to it when paired with the bra. My aim for this project was to offer a new element to their beauty line by introducing these collections, as well as to keep with the brand image. However, when I started to shoot this image I found that the bra and the dark lips did not go together well at all and were communicating two completely different thing. The dark lips are communicating a slightly gothic look whilst the brightness of colours on the bra is communicating a much more feminine and playful look. With this in mind I expressed the problem to my team and asked the photographer to shoot head shots for this look. Immediately I saw a change in the image and they worked really well with this crop, I feel that this headshot is both elegant and sexy and portray the theme. Whilst the hair adds a softer element and balances out the harshness of the lips.

--> After discussing this look with my tutor she said that the lips were too dark and harsh for Victoria’s Secret and it is not something that their customers would wear. After hearing this opinion and having a second look at the image I agreed with this view and decided to change the lips in post-production to a more pink toned lip. I feel that this works well as it doesn’t stray to far from the theme but ties in much better with the Victoria’s Secret brand. I chose this image because I love the way Laura is looking over her shoulder at the camera. It is sexy and elegant an she is still looking at the camera and therefore will engage with the viewer. This is also not a pose that has been done throughout my shoots. I also chose it because the straps are in the image, which, suggests a bra and in turn relates back to Victoria’s Secret. I have also changed the colour of the straps to match the lips, as it was previously too bright

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The second look for this theme is all about the eyes. I have kept the skin the same with nude lips and a brown/beige smoky eye. I decided to do the smoky eye in brown shades because I felt a black smoky eye would be too obvious for a gothic inspired look and I had also used a black smoky eye in previous looks for the project. I was inspired for this by makeup at Valentino A/W 2012-2013 show that featured a sculptured eye using taupe shades. My storyboard for this look is shown below.

For this look I asked the hair stylist to keep the hair down in loose waves with a weave style plait either side. I chose this hairstyle to offer the viewer an alternative to having the hair up but kept the plaited element to ensure the looks still relate to each over. I like the angel of Laura’s body in this image and the way she is touching her hair. I think that the brown shadow contrast really well against the blue in her eyes, so they really engage with the viewer. However I feel that I should of blended the shadow more into the eye sockets.  I like the motion of her hair in the shot but I think that it would of looked better if it was curled more at the ends and if the plaits were pulled away from her face so much. Overall I am very happy with how this shot has come out and am pleased that I was able to include the bra in the shot, but I would of made these small changes to the eye makeup and hair if I were to do it again.