1. brand · 2020. 9. 22. · portfolio with focus on ‘wearable’ shades and extension of colour...
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Transcript of 1. brand · 2020. 9. 22. · portfolio with focus on ‘wearable’ shades and extension of colour...
1. brand2. product3. results4. 2020/21 strategy5. new6. marketing & execution
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BRAND
PRODUCT
crayons
A collection of 22 crayons, with ultra-creamy texture, rich and powerful pay-off.
easy application / diverse / blendable / multi-use / nostalgic crayon format
dandelion, mango tango, red, maroon, very cherry, strawberry, rose, mauvelous, pink haze, velvet pink, eggplant, lilac, periwinkle, turquoise blue, steel blue, outer space, green, dark Brown, tumbleweed, copper gold, black.
RRP €12
color crayon trio
A special pack of three crayons, with ultra-creamy texture, rich and powerful pay-off.
easy application / diverse / blendable / multi-use / nostalgic crayon format
royal peacock, mauve it!, romantic reds, sunset vibes, wild fruits, heatwave, seascapes, mermaid, macaron, macchiato cup
RRP €24
mascaras
electric blue
Water resistant mascara that gives volume and definition to
your lashes
black
Creamy matte and metallic eyeshadow with color payoff that lasts. Its talc free formula gives a pigmented finish
that is both buildable and blendable.
palettes
RRP €14 RRP €12
RESULTS
2020/21 STRATEGY
crayola strategy
CREATIVITY FOCUS ON EYE & LIP
BRANDACCESSIBILITY
ACTIVATION INFLUENCER
Eyes projected the greatest segment growth in cosmetics category. Focus on new formats that provide strong colour payoff.
Continue to capitalise on success of lip crayon portfolio with focus on ‘wearable’ shades and extension of colour portfolio.
Encourage trial through single products rather than sets.
Innovation launched at accessible price point (14-16 EUR)
Bring brand to life in store through activations aligned to key events.
Continue to build our army of key influencers both micro and macro.
Utilise their channels to drive traffic to our retailers and encourage purchase
Creativity in our community
Themed around events that are important to our consumers worldwide
A time to escape from the stresses of the world and play with colour
NEW: 2021
paint tubesThe smooth water-resistant formula is perfect for experimenting with color and finish. Go play with your look from
day to night to party to festival.
METALLIC finish for a molten metal effect that delivers a flash of of color or can be blended to a shimmer.
SHEER finish for iridescent flash of color creating highlight and shimmer where-ever you need it.MATTE finish for buildable watercolor effect delivers a wash of color or can be built into color block
Q1 2021 RRP €14
diverse / multi-use / water resistant
METALLIC SHEER MATTE
mini palettes
Shimmer, matte and duochrome / multi-use / soft blendable formula
New formula / New mini size in seasonal colours
Q2 2021 RRP €16Honey, honey! Purple mountains Jingle berry Emerald dragon
New nude color crayon trioA collection of three lip and cheek crayons with a soft and spreadable texture that blends easily, leaving the lips &
cheeks silky and smooth, with a rich and powerful pay-off.
easy application / diverse / blendable / multi-use / nostalgic crayon format
Q3 2021 RRP €24
MARKETING & ACTIVATION
Continue to build an active, engaged community, and build relationships with our followers through:
social mediaSTRATEGY
#CrayolaCrew competition– Boost engagement with followers by re-posting their best Crayola beauty product looks and give to the winner one of our products. Drawn monthly.
Questions and polls to strenghten our community
Highlighted stories• #CrayolaLooks – content generated by us (videos and pictures) product
mentioned + link swipe up Crayola website/Sephora website• #CrayolaCrew - looks from followers/fans with Crayola Beauty products
(maybe give some gifts to the best of the month)• #WhatsNew – new products
#crayolalooksSTRATEGY
UGCSTRATEGY
UGC through press & influencers seeding:
Target secondary and tertiary tier influencers with a focus on playful lovers of color, up-and-coming beauty influencers
word-of-mouth, buzz, reviews, news coverage, comments, feedback, likes, mentions, shares, reposts, reviews…
paid mediaSTRATEGY
Using Influencer Channel INSTAGRAM – SponsoredIGTV, STORIES, FEED, HOST Give away
On Crayola INSTAGRAM - Sponsored posts
@kickiyangz@makeupbylourose @[email protected]
In store
