Assignment A, Part 1
Private sector organisation: Paula’s Choice
Paula’s Choice is a skincare company that was created in
1955 by Paula Begoun. The enterprise is based on
creating scientific-based formulas for a wide range of skin
concerns and skin types, such as acne, sensitive skin, and
clogged pores. The company follows several skin care
principles, such as the use of gentle ingredients in products, using multiple ingredients for one
product, protection of skin against environmental damage, optimize packaging to support
freshness of products, advanced and progressed products, no animal testing, and use of cruelty
free ingredients.
The target group of the brand is individuals who are interested in skincare with science-based
and deeply researched formulas. In addition, the customers targeted are willing to purchase
more costly products. The brand creates an impression of expertise, honesty, and reliability, by
being clear about product ingredients. In addition, the brand presents the research that was
conducted to create their formulas and products, which helps them position themselves as
trustworthy. The business differentiates themselves from other skin care brands through their
transparency regarding skin care formulas and the showcasing of the research, including details
about each ingredient. The logo products are designed to be minimalistic, which creates an
image of cleanliness.
The marketing represents the informative, straightforward, and honest voice of the brand.
Paula’s Choice web page provides information about product ingredients with explanations and
is able to show the conducted research on it as well. An example of this is the description of the
Calm Barrier Protect Mineral Sunscreen SPF 30. Firstly, the site provides a product description
of how the product works for your skin. Secondly, it shows for what skin concerns and skin
types the product works. Lastly, the research on the product and the list of ingredients can be
found.
The brand voice of Paula’s Choice can be assessed through a few characteristics of the brand.
Paula, the founder, tells her story, and her approach to transparency creates an authentic voice
, 1
and face for the brand, which is also visible on their social media channels. An example of this
is a post of the vitamin C serum on Instagram showing what ingredients are used and why they
work. Paula’s Choice advertises consistently through social media accounts, but also on other
websites than their own, and street advertising. The style of the advertisements are all similar,
with a focus on education about their skincare and usability, which makes the brand
recognizable. For example, their Instagram posts contain images with their products and
descriptions of the used ingredients. Paula’s Choice engages with customers through reviews
on their website and through their social media platforms, responding to questions and
identifying customers’ requests, which creates a sense of community and enhances the brand’s
authentic voice.
When entering Paula’s choice website, there is immediately a
large online product display of the vitamin C line displayed and
when scrolling down, there are three deal packages and featured
single products. The website uses a large amount of professional
pictures and has a minimalistic layout with pastel colors. The many
different products displayed create a sense of inclusivity and
markets every skin type. The site has subheadings that allow
customers to easily navigate through the website. Skin problems,
skin types, ingredients used by the company, and beautypedia are
the subheadings featured on the website. Scrolling all the way down, information about the
brand can be found. Furthermore, the webpage provides contact with professionals and expert
articles about skincare. The website has a search engine option.
Customers are invited to leave honest reviews at the bottom of the website, encouraged to
engage and inform other customers about their experiences. The language of the website is
informative, straightforward and catching, reflecting their brand’s voice with their tone of
trustworthiness and expertise. This can be seen in the sentence; “iconic formula, instant glow.
Our #1 bestseller works below skin’s surface to gently unclog pores & reveal natural radiance”.
On all devices, the website has a high-loading speed, making usability easy.
, 2
Public organization: Greenpeace
Greenpeace is an international non-governmental
organisation that campaigns for worldwide issues, such as
climate change and overfishing by promoting environmental
protection and peace through campaigns, non-violent direct
action, and scientific research with the goal to expose the
causes of environmental destruction. Besides campaigning,
the NGO uses ships to travel and transport their researchers
to conduct research from all over the world on the issues
they are advocating and working on. The issues that Greenpeace currently works on are climate
and energy, social and economic issues, and biodiversity. Greenpeace holds big polluters to
account and challenges corporations to use renewable energy, as well as focusses on
preserving and protecting oceans and forests. As the concerns eventually affect all humans,
Greenpeace’s goal is to reach as many individuals as possible.
As a global organisation, Greenpeace brands itself as an international action group that is
dedicated to a sustainable, greener and peaceful planet. The issues they work on are easily
foundable on the website, as well as their missions and values, emphasising the importance of
social and economic issues, climate and biodiversity. Greenpeace showcases current
campaigns/missions on their website and social media, as well as previous campaigns and
missions, emphasising proactive activism. An example of such a campaign can be found on
their social media, with posts about multiple topics, with topics such as ‘the quest for a feminine
wellbeing economy amidst climate paralysis in Africa’.
The voice of Greenpeace can be seen as transparent,
straightforward, educational, and solutions-oriented. An
example of a straightforward tone is the quote “We won’t let
Big Oil polluters destroy us”. The addressed issues are
verified with research done by experts to inform the public of
current global issues and encourage individuals to help. The
organisation speaks with terms such as ‘you’ and ‘we’, which
creates a sense of community. There is a constant call for
action with information about why the action should be taken
Private sector organisation: Paula’s Choice
Paula’s Choice is a skincare company that was created in
1955 by Paula Begoun. The enterprise is based on
creating scientific-based formulas for a wide range of skin
concerns and skin types, such as acne, sensitive skin, and
clogged pores. The company follows several skin care
principles, such as the use of gentle ingredients in products, using multiple ingredients for one
product, protection of skin against environmental damage, optimize packaging to support
freshness of products, advanced and progressed products, no animal testing, and use of cruelty
free ingredients.
The target group of the brand is individuals who are interested in skincare with science-based
and deeply researched formulas. In addition, the customers targeted are willing to purchase
more costly products. The brand creates an impression of expertise, honesty, and reliability, by
being clear about product ingredients. In addition, the brand presents the research that was
conducted to create their formulas and products, which helps them position themselves as
trustworthy. The business differentiates themselves from other skin care brands through their
transparency regarding skin care formulas and the showcasing of the research, including details
about each ingredient. The logo products are designed to be minimalistic, which creates an
image of cleanliness.
The marketing represents the informative, straightforward, and honest voice of the brand.
Paula’s Choice web page provides information about product ingredients with explanations and
is able to show the conducted research on it as well. An example of this is the description of the
Calm Barrier Protect Mineral Sunscreen SPF 30. Firstly, the site provides a product description
of how the product works for your skin. Secondly, it shows for what skin concerns and skin
types the product works. Lastly, the research on the product and the list of ingredients can be
found.
The brand voice of Paula’s Choice can be assessed through a few characteristics of the brand.
Paula, the founder, tells her story, and her approach to transparency creates an authentic voice
, 1
and face for the brand, which is also visible on their social media channels. An example of this
is a post of the vitamin C serum on Instagram showing what ingredients are used and why they
work. Paula’s Choice advertises consistently through social media accounts, but also on other
websites than their own, and street advertising. The style of the advertisements are all similar,
with a focus on education about their skincare and usability, which makes the brand
recognizable. For example, their Instagram posts contain images with their products and
descriptions of the used ingredients. Paula’s Choice engages with customers through reviews
on their website and through their social media platforms, responding to questions and
identifying customers’ requests, which creates a sense of community and enhances the brand’s
authentic voice.
When entering Paula’s choice website, there is immediately a
large online product display of the vitamin C line displayed and
when scrolling down, there are three deal packages and featured
single products. The website uses a large amount of professional
pictures and has a minimalistic layout with pastel colors. The many
different products displayed create a sense of inclusivity and
markets every skin type. The site has subheadings that allow
customers to easily navigate through the website. Skin problems,
skin types, ingredients used by the company, and beautypedia are
the subheadings featured on the website. Scrolling all the way down, information about the
brand can be found. Furthermore, the webpage provides contact with professionals and expert
articles about skincare. The website has a search engine option.
Customers are invited to leave honest reviews at the bottom of the website, encouraged to
engage and inform other customers about their experiences. The language of the website is
informative, straightforward and catching, reflecting their brand’s voice with their tone of
trustworthiness and expertise. This can be seen in the sentence; “iconic formula, instant glow.
Our #1 bestseller works below skin’s surface to gently unclog pores & reveal natural radiance”.
On all devices, the website has a high-loading speed, making usability easy.
, 2
Public organization: Greenpeace
Greenpeace is an international non-governmental
organisation that campaigns for worldwide issues, such as
climate change and overfishing by promoting environmental
protection and peace through campaigns, non-violent direct
action, and scientific research with the goal to expose the
causes of environmental destruction. Besides campaigning,
the NGO uses ships to travel and transport their researchers
to conduct research from all over the world on the issues
they are advocating and working on. The issues that Greenpeace currently works on are climate
and energy, social and economic issues, and biodiversity. Greenpeace holds big polluters to
account and challenges corporations to use renewable energy, as well as focusses on
preserving and protecting oceans and forests. As the concerns eventually affect all humans,
Greenpeace’s goal is to reach as many individuals as possible.
As a global organisation, Greenpeace brands itself as an international action group that is
dedicated to a sustainable, greener and peaceful planet. The issues they work on are easily
foundable on the website, as well as their missions and values, emphasising the importance of
social and economic issues, climate and biodiversity. Greenpeace showcases current
campaigns/missions on their website and social media, as well as previous campaigns and
missions, emphasising proactive activism. An example of such a campaign can be found on
their social media, with posts about multiple topics, with topics such as ‘the quest for a feminine
wellbeing economy amidst climate paralysis in Africa’.
The voice of Greenpeace can be seen as transparent,
straightforward, educational, and solutions-oriented. An
example of a straightforward tone is the quote “We won’t let
Big Oil polluters destroy us”. The addressed issues are
verified with research done by experts to inform the public of
current global issues and encourage individuals to help. The
organisation speaks with terms such as ‘you’ and ‘we’, which
creates a sense of community. There is a constant call for
action with information about why the action should be taken
