Marketing campaign created for Contemporary Issues in Advertising course. Product is hypothetical, but provides insightful marketing takeaways. Please note the makeup industry competitive analysis.
Transcript of "Smooth N Easy" Makeup Campaign
1. Client info: medium- sized cosmetics company based in the
U.S. looking to introduce a new line of cosmetics has a few other
cosmetic lines at different maturity stages, but they are directed
towards different target audiences.
2. The client would like its products sold in drug stores,
supermarkets, Ulta and drugstores. The foundation, the main
attraction in the Smooth N Easy line, will be priced at an average
$8. [Motivation: According to Mintel Reports Sales at drug stores
increased steadily between 2003 and 2008, with a surge in 2006
attributed to new entrants in areas such as those around mineral
makeup, which saw both Neutrogena and LOral with new product lines
in 2006.]
3. We found through out research: Consumers are continually
searching for new and unique products. Innovative packaging is one
method commonly used to address this need. Clever
controlled-release packages, double-ended applicators, and
convenient compacts lead the way in package design. Mintel Reports
This motivated us to develop and market our line of convenient
makeup.
4. Strengths: Quick Easy Novel Affordable Weaknesses: -lack of
established distribution network -behind schedule on product
development
5. Threats: All-natural & mineral-based makeup Anti-aging
makeup (although our audience is relatively young these makeup are
still popular)
6. Products: face (True Match, Fair Naturalle), eyes
(Telescopic mascara, HiP), lips (Colour Riche, Infallible)focus on
natural look Mission: to offer men and women on every continent
beauty and personal care products that incorporate the latest
scientific advances. Visionary formulas, upscale presentation and
products that are a pleasure to use: L'Oral Paris provides
affordable luxury for people who demand excellence. Position:
offers men and women on every continent beauty and personal care
products that incorporate the latest scientific advances. Visionary
formulas, upscale presentation and products that are a pleasure to
use: L'Oral Paris provides affordable luxury for people who demand
excellence. Price Point: $10-20 for most products
7. Products: Lips, Face (Colorstay), Eyes (DoubleTwist, Beyond
Natural)glamour Mission: Our vision is to provide glamour,
excitement and innovation through quality products at affordable
prices Position: confident, sexy and sophisticated Price Point:
$15-20 for most products
8. Products: Face (DreamMouse, DreamMatte), Eyes
(Define-a-lash, Great Lash, Vibrating brush, 8+ types), Lips
(Moisture Extreme)everyone can be beautiful Mission: the brand was
making the "it" accessible to women everywhere and empowering women
worldwide to make the most of their unique beauty potential.
Position: the world's no. 1 cosmetics brand, provides quality and
innovation with a modern New York feel at an accessible price point
Price Point: $5-10 for most products
9. Products: Face (TruBlend & Smoothers), Eyes (LashBlast
& LashExact), Lips (Outlast) + Queen Collection Mission: [owned
by P&G] We build our organization from within, promoting and
rewarding people without regard to any difference unrelated to
performance Position: Be your beautiful self. Easy, breezy,
beautiful. Price Point: $5-10 for most products
10. Opportunity #1: Only roll-on make-up on the market. Quick
to use!
11. Opportunity #2: The number of women in the workplace is
increasing More and more women are the primary breadwinner in their
household (almost 40%) 74% percent of men and 71% of women reject
the notion that women need to behave more like men to be taken
seriously in the workplace [source: time magazine]
12. Opportunity #3: Nowism: a trend identified by Trend Watcher
Consumers ingrained lust for instant gratification is being
satisfied by a host of novel, important (offline and online)
real-time products, services and experiences. Consumers are also
feverishly contributing to the real-time content avalanche thats
building as we speak. As a result, expect your brand and company to
have no choice but to finally mirror and join the now, in all its
splendid chaos, realness and excitement.
13. Positioning I am an easily applied line of cosmetics
designed for younger women in a hurry. I am called Smooth N Easy. I
make you look more beautiful quickly and easily. I make you look as
if you wasted half an hour of your life on your make-up before
going to work when in reality, you spent only a few minutes. Using
me minimizes your getting ready time by almost 50%!
14. Who are we trying to reach? Working women Ages 22-35
Frequently pressed for time Competitive in the workplace Enjoy
fashion magazines Exercise frequently Shop for clothing &
accessories online Buy beauty products at drugstores Most in a
relationship, but unmarried No children
15. Who are we trying to reach? Through our research we found
this chart outlining the leisure activities of our target market
(via Mintel Reports)
16. Who are we trying to reach? Mintel also reported the
following about our target market: High-income women are more
likely to place Internet, mail and phone orders. 25-34 yr old age
group to increase 10.5% over the next 5 years (which is why we
chose to market this age group) Respondents aged 18-34 are much
more likely to rely on the Internet as their prime source of
entertainment, and far less likely to pay attention to commercials,
read newspapers, rely on them to stay informed, and watch religious
TV programs. Women prefer streaming video on broadcast network
TV.
17. Target Audience
18. Customer Acquisition Inform/Create Interest for the product
Customer Switch from leading brands
20. We want to target the early majority and early adopters
within our Target Audience.
21. Single most persuasive/informative idea we can communicate:
Smooth n Easy makes you beautiful, faster. roll on. roll out. get
ahead.
22. Why should they believe it? Their competitive nature will
help them relate to and internalize the campaign. Our new design is
practical, efficient and different than anything else out there.
Our innovative roll-on technology speaks for itself.
23. Where is our target market best reached? Fashion &
beauty websites Fashion & beauty blogs Fashion magazines Ads
before online TV shows (on major networks sites & hulu)
24. Lucky Full Page 4-Color Ad - $120,240 55% of readers 25-49
Median HH Income 72K Median Age: 34 73% Employed
25. Marie Claire Full Page 4-Color Ad - $90,000 Median HH
Income 84K Median Age: 33 77% Employed
26. Glamour Full Page 4-Color Ad - $158,000 3,943,000 readers
25-34 5,246,000 readers with HH Income 75K+ Median Age: 33
27. Allure Full Page 4-Color Ad - $104,000 Median Age 29 Total
Audience 6,766,000 HH Income 65K 95% of readers influencers 89%
early adopters
28. Wired Full Page 4-Color Ad - $104,000 Median Age 33 Total
Audience 2,888,000 HH Income 84K 55% 18-34 24% Female
29. Media Plan Jan Feb Mar Apr May June Jul 28 4 11 18 25 1 8
16 22 1 8 16 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19
Magazines Glamour Lucky Marie Claire Allure Pre-Roll Spots abc.com
cw.com fox.com In-Store Promotions Target Store Drug &
Ulta
30. INSERT PHOTO BACK OF CEO DESK CHAIR
31. TV Placement Spot will run before online TV shows
32. This slogan will work in individualistic countries like
American, U.K., Russia, France etc. Interchange the get ahead in
roll on. roll out. get ahead.
33. For example: Japan roll on. roll out. yashinau Australia
roll on. roll out. move along. India roll on. roll out. empower.
Mexico roll on. roll out. tenga xito. (be successful)
34. Ulta CVS/ Duane Reade
35. Creative Guidelines/Mandatories: Colors: purple (R/G/B
128/9/77) white (100%) black (R/G/B - 15/0/16) charcoal grey (R/G/G
- 76/65/77) Fonts: agency, mariette tryout, a bite Clean,
streamlined, modern & easy-to read