learning's from here and there.

What matters is creating a heart & soul for lukbeautifood: defining what it is, what the glue is that holds it together, keeps it unique and why (hopefully!) it will be loved. There are 2 main parts that create the brand promise what differentiates it & what make it relevant, followed by a summary & the final brand proposition/story. You wouldn't normally put this much info in a business plan I have as I dont have time to write a separate document. BTW - I never had info like this for Luken & May Biscuits until it was at least 5 years old & turning over $5mio +! 48. what is luks source of authority?Unique, innovative brand proposition - made from food active ingredients good for your skin - culinary combine tastes & aroma - natural Cindy Luken - previous business successes: Luken & May honorary M.Sc, Professional Associations and Boards. Food science & nutrition education. Experience with food, beauty products & industry.Endorsements: professionals in industry, beauty editors & consumers Scientific alliances & advisors research, formulation development, product claims, nutritionistsAustralianA) BRAND DIFFERENTATION 49. what is the brand personality?deliciousfreshinviting modernA) BRAND DIFFERENTATION 50. What are the brand values?nurturingnourishingmulti-sensory especially tastehealthybeautifulinspiringA) BRAND DIFFERENTATION 51. what does luk do better than anyone else?A) BRAND DIFFERENTATIONCreates natural, skin-healthy colour cosmetics from food active ingredients. Utilises the intrinsically powerful properties of the foods we should be eating daily to help create, nourish and nurture beautiful, glowing skin.Creates a multisensory experience including taste. Eg. Culinary combines oils & extracts of citrus, warming spices and herbaceous greens. 52. what are the brand attributes?A) BRAND DIFFERENTATIONNaturalMade from food Food activesBotanical No added nasties:no synthetic colours or fragrances or flavoursno mineral oils or petrochemicalsno preservatives except natural antioxidants to protect oilsno genetic modification, antibiotics or hormonesno sulphatesNo animal testing 53. A) BRAND DIFFERENTATIONlukis NOT:Eco green or pure organic storyDYI - kitchen cosmeticsGlitzy, Glamour or Sexy (brassy)Yoga and beansCheapCold & aloof / Ultra MinimalClinical / just white Faddish Superficial or Artificial ExclusiveAn ingredient storyTacky food Food spa storyluk is: Foods from plants Eg seeds, grains, oils, fruits, green leaves, Fresh, simple, delicious Natural materials and finishes both in ingredients & packaging Natural & wholesome with colour bursts: greens, blues, oranges. Tactile packaging and shapes Caf chic food props glasses, bowls, spoons, eating Tone of voice Vital, Informative, Inspiring, Personal Healthy natural lifestyle Food science & nutrition platform The Beauty Kitchen (beautikitchen) The Beauty Cook (beauticook)beautifoodunique symbols & associations of the brand? 54. what is the role of luk beautifood?Food for your skin & soul: provides a multi-sensory, skin delicious philosophy to makeup.Formulated to nourish, hydrate & illuminate your skin with an essential mix of food intrinsic nutrients and natural skin-healthy coloursHarnesses the beauty of good food: its colour, taste, aroma, and skin healthy benefits.Harnesses the very essence of modern healthy eating (simple,

fresh, balanced, delicious) and applies it to your beauty regime. Home of the beauty kitchen where you can learn how to nourish & nurture your body from the inside out & outside in.Woman can enjoy beautiful products without compromising their well