Tom Ford Ethos

The main ethos of Tom Ford as a brand is 'The Modern Master of Luxury'. As a brand Ford set out to redefine luxury for a new era. His signature fragrances were inspired by perfumes alluring past, when the worlds most exquisite ingredients were crafted into timeless scents with lasting impact, with the power to intrigue and seduce.

"BEAUTY IS A POTENT WAY FOR A WOMAN TO TRANSFORM HERSELF. HE BELIEVES THAT MAKEUP, SKINCARE & FRAGRANCE HAVE THE POTENTIAL TO ENABLE A REAL WOMAN TO BECOME AS GLAMOROUS & AS INSPIRATIONAL AS SHE CAN POSSIBLY BE."

•Who is the customer profile for your brand? You will need to consider target demographics. 

I believe Tom Ford makeup products are targeted at the prestige beauty consumer, these people have often higher earners, keep up with the latest fashions, spend a lot of money on toiletries and cosmetics. I would say that the products are marketed to women from the age of about 25-35 but maybe a bit higher as the products are highly priced and are a lot more sophisticated so appeal to an older more mature audience.

•What does the brand symbolise?

Luxury, Glamour, Success, Transformation.

•What is its brand appeal? 

The appeal of the brand Tom Ford is that is very prestige and luxurious, the packaging is black and gold which is very glamorous, and also timeless but slightly excessive. The adverts are often highly sexy and the women can look really powerful and successful.

•Where is this brand usually promoted– in a magazine? Online? On a bus? On the underground? In store? Advertising hoardings etc.

Usually promoted in store and also in magazines like InStyle, Vogue & Elle.

•Visually analyse the images that you find – is there a common theme within their promotions/ad campaigns?

 I have included here some images of Tom Ford beauty advertisements, as you can se there is a few common themes that run through all of these images, the eyes are always very smoky with similar shapes, and it is always bold, I have yet to see any natural looks, and is often paired with either a complimentary or analogous lip. The skin is contoured but very naturally and subtly. The makeup is striking and glamorous and in some cases a little over the top and unwearable. Some more themes that you can see in these images Is the lighting, all the images have strong contrast between light and dark, minimal colour schemes with the base colours being, nude, black, gold and white, and sometimes a pop of colour. The posing is strong and there is usually a hand in the picture, the nail polish will always match one of the colours that is in the image, if you look at the 1960's inspired one the nail colour is matched to the lipstick. The ads are also very clean and de cluttered.

•Some campaigns are clearly aimed at women but are also devised to attract men. How?

Tom Ford's advertisements are defiantly devised to attract men they are very overly sexual and powerful I believe this is to attract men to buy these luxury products for their wives/ girlfriends. There is often images of powerful and seemingly successful men in these images and the women is depicted naked, and most men will probably gravitate to these images.

•What product are you selling? What does the brand want to say about the product?

I am wanting to sell either the Tom Ford lipstick in flame/ wild ginger or the eyeshadow quad in Honeymoon.
Tom Ford lipsticks "To Tom Ford, there is no more of a dramatic accessory than a perfect lip. It is the focus of the face and it has the power to define a woman's whole look. Each clip colour is Tom Ford's modern ideal of an essential make up shade."
Tom ford eye quads "The centrepiece of the Tom Ford colour collection, each eye colour quad is designed with four opulent complementing shades that achieve multiple looks, from a bold smokey eye to a sexy splash of colour and everything in-between."