Ardency Inn Cosmetics:

“Real Beauty, Amplified.”

hello!

Team 3

Gabriella GuimaraesWelmis Gutierrez

Stephanie HanJennie Hok

AC 272-202 ThursdaysProf. Azoulay

Background

Positioning: Ardency Inn is a brand that enhances one’s natural beauty as opposed to covering it up with excessive

makeup.

★ Ardency Inn is a new up and coming cosmetic brand based in New York City, specifically revolving around the downtown music scene

★ Represents a lifestyle that resonates with music and bold makeup fans

★ Available at a moderate price point ($15­-$30) at Sephora, Urban Outfitters, and Mecca

BACKGROUND

Objectives

Objectives

★ Support our new positioning statement

★ Determine if our suggested integrated marketing communications program resonates with the target market

★ Determine if our suggested tagline resonates with the target market

★ Use our research to generate recommendations for Ardency Inn

Executive Summary

Executive Summary

Based on our quantitative research and conclusions, we advise Ardency Inn to proceed with the following recommendations regarding repositioning of the brand, the development of the new tagline, and a more effective integrated marketing communications campaign.

Executive Summary: Positioning & Tagline

New Positioning

Ardency Inn Cosmetics is a brand that enhances one’s natural beauty as opposed

to covering it up with excessive makeup.

New Tagline

“Real Beauty, Amplified.”

Executive Summary: IMC Campaign

Redesign Website - More straightforward and easier to navigate

More Efficient Advertising - Sponsoring influencers (bloggers, celebrities, makeup artists, YouTubers), letting the audience see the product in action

Offer Samples or Sales Promotions - Builds awareness! Ardency Inn is a new and unknown brand, samples or sales promotions would influence consumers to try and buy the product later on, resulting in long term customer acquisition and revenue

Methodology

8-question survey on

Survey Monkey

93 responses in

5 days

FIT FB page, Honors listserv, word of mouth

Key Findings

Question 1

Which of the following best describes your age? (Screening Question)

▸ Respondents were consistent with our target market of females aged 18-28

Question 2

How often do you wear makeup? (Screening Question)

▸ About 70% wear makeup frequently (if not every day, almost)

▸ About 50% wear makeup 6-7 days a week

Question 3

Which of the following describes your daily makeup look?

▸ About 85% of respondents described their daily makeup look as “natural”

▸ Target market has a preference for a natural look vs. a bold/dramatic look

Question 4

Which of the following makeup looks are you more likely to purchase?

▸ About 44% prefer a light makeup coverage product that enhances their features

▸ Offering these type of products will be well-received by the target market

Question 5

If given a free sample of a makeup product, how strongly do you agree or disagree that it will result in a future purchase of the same product or brand?

▸ About 63% fell into the top two boxes; strongly and somewhat agree

▸ Free samples build brand awareness and acquire new customers

Question 6

When visiting a makeup brand’s website, how important are the following factors?

▸ The majority of respondents expressed that pictures of the products, product information, and product price are all extremely important, while the design of the website is not as important

▸ It is extremely important to have a website that is straightforward and easy to navigate

Question 6

Question 7

Do influencers impact your makeup purchases?

▸ Almost 60% of respondents said that they are influenced by those outside factors

▸ Ardency Inn should use influencers to promote their products

Question 8

How strongly do you agree or disagree that “Real Beauty, Amplified” is a tagline that relates to your makeup choices?

▸ About 71% of respondents fell in the top-two boxes (strongly and somewhat agree)

Conclusions &

Recommendations

First Conclusion

Our positioning statement was supported. Therefore, Ardency Inn should reposition their bold image to appeal to the larger audience that is more interested in creating natural looks instead.

Recommendation: Seek out our new positioning statement: Ardency Inn Cosmetics is a brand that enhances one’s natural beauty as opposed to covering it up with excessive makeup.

Second Conclusion

Our new tagline was well received. Therefore, Ardency Inn should change their tagline to better relate with their consumers.

Recommendation: Change the tagline from “Beauty unplugged” to “Real beauty, amplified.” In both our qualitative and quantitative research studies, the new tagline was preferred.

Third Conclusion

Ardency Inn’s current IMC campaign is not doing enough to make their name known.

Recommendation: build awareness through the use of influencers. There are multiple ways these influencers can get the word out about Ardency Inn’s products, each of which range in effectiveness and cost.

★ Celebrities & their Makeup Artists★ Bloggers★ YouTubers

Fourth Conclusion

Ardency Inn’s website is unappealing and confusing. Therefore, management must redesign their website to make it more informative and user-friendly.

Recommendation: Redesign and reorganize. Get rid of the unnecessary clutter (such as the soundbites). A makeup company’s website should focus on the products, their descriptions, and their prices.

Fifth Conclusion

Makeup consumers are willing to buy new brands if they get to try them first. Therefore, Ardency Inn should build awareness by offering free samples or sales promotions.

Recommendation: Ardency Inn is not a well-known brand, customers need this extra push to be willing to try the product and it will ultimately lead to actual purchases once they’ve gotten a feel for the quality of the brand.

★ Free Ardency Inn product when using a certain amount of money at Sephora

Thank You!

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