Product Innovation and Campaign
Create an innovative comeback for Claire's
To Start: We Gave Claire's a voice
Claire's was struggling with their identity. They started as the ear-piercing experts, but as they grew they lost their roots and catered to too many audiences. The one audience that fit for them was the young girl and tween market. The poster below is an example of the "Big Sister" voice we envisioned for young girls to follow and be inspired by.
As girls age they gain independence from their mothers. They look to influencers to help them explore who they are and express themselves. One way girls express themselves at this age is by piercing their ears for the first time. This moment in time is a right of passage, a coming of age for these girls. Claire's can be the Big Sister role model these girls need to learn self-expression in a controlled parent approved manner.
Turn the ear piercing experience into a celebration of self-expression.
Consumer Journey and Solutions
- Claire's observational store visits
- Interviews with Claire's staff and customers
- Interviews with girls and moms
- Secondary research (Mintel/Simmons)
- Magnetic Earrings
- Retail Refresh
- Celebrate Box
- Claire's App
Jen Moody - CBM/ Christin Johnson - Strategist/ Jasmine McCrae - AD/ Elliot Eliash - AD/ Caroline Gallalee - CW