C

By: Nateisha Bennett, Emily Vazquez, and Kahina Bessai

Purpose Statement

‘Tis the season for a little extra POP!

ColourPop Cosmetics is launching it’s 2016 holiday collection.

Backgrounder● A cosmetics company founded in 2014 by Laura and John Nelson.● Products include blushes, bronzers, highlighters, lip products, eye products,

etc. ● ColourPop prides itself on being an affordable and animal friendly brand.

Bios

● Laura and John Nelson, CEO’s of ColourPop were born and raised in California. They both attended Arizona University. Their father purchased Spatz Laboratories, a makeup manufacturing company, in 1989 just outside of LA. Since the siblings grew up in the makeup industry, they decided to continue on with their father’s legacy and expand it by creating Seed Beauty and ColourPop Cosmetics.

● Kahina Bessai, age 26, Account Executive at ColourPop since May 2015. Kahina attended St. John’s University and graduated in 2015 with her BA in Public Relations and a minor in International Studies. She worked in the fashion industry for a few years and wanted to take on the new trendy realm of makeup. She moved to LA from New York City after she graduated and began working for ColourPop.

Collaborations

Jamie King

Karrueche Tran

Isabelle Fuhrman

Hello Kitty

Kathleen Lights

Target AudiencesPrimary: Women 16-35

Secondary: Makeup influencers

Vicky Logan: 260K Subscribers NikkieTutorials: 5M subscribers

Jennie Jenkins: 600K subscribers Kathleen Lights: 2M subscribers

PR PlanGoal: Gain 250,000 new customers and surpass previous holiday sales.

Research: Surveys determine what products are most desirable to consumers. In addition, we will research our competitors to determine how we can set our brand apart.

Strength: Affordable Weakness: Not as well-known. Opportunity: To gain more popularity in the beauty industry. Threats: Internet makeup brands such as Kylie Cosmetics, Anastasia Beverly Hills, Melt Cosmetics, and Gerard Cosmetics.

PR Plan

Objectives: Create awareness and buzz for the holiday collection.

Audience: Our target audience is women from the ages 16-35.

Strategy: Use social media to gain new consumers. (Youtube, Twitter, Instagram, Snapchat) Tactics: Send popular beauty bloggers free samples to review.

Strategy: Host a pop-up shop for the holiday collection.Tactic: Give out free samples, and have makeovers done by professionals, in addition to a beauty blogger meet and greet.

PR Plan

Calendar/Timetable: Mid November until New Years

Budget: $20,200 (Free samples: $5,000 Decorations: $2,000 Makeup artists: 10 makeup artists, paid $30/hr, event is 4 hours= $1,200 Catering: $2,000 Venue: $10,000)

Evaluation: Compare subscriptions and sales to previous holiday seasons.

Research

Raye Boyce aka ItsMyRayeRaye

Instagram: 1.4M followersTwitter: 69.4K followersYoutube: 1.4M subscribers

Lip Swatches

The Holiday Shades

Merry

Jolly

Becca Cinnamon RustyCaramel

Noelle

Press Release

Email pitch

Social Media

Launch Event

Infographic

THE AVERAGE WOMEN SPENDS $15,000 IN HER LIFETIME ON MAKEUP.