bareMinerals for MenMarketing Plan By: Danielle Hughes, Quinn Nevares & Taylor Urbany

March 14, 2013

Table Of Contents

The New Brand …

Brand Identity Elements … 3

Description … 4

Brand Objectives … 4-7

Business Objectives … 4

The Business Opportunity … 4-5

Brand Positioning … 5

CBBE Pyramid … 6

Future Potential & Customer Loyalty … 7

Customer Analysis … 7-8

Target Market … 7-8

Industry & Competitive Analysis … 8-10

Size of Market; Trends Today & Future … 8-9

Competitive Analysis … 9

Pricing Strategy … 10

Communication & Promotional Programs … 10-13

Advertising & Media Strategy … 10

Sponsorship, Public Relations & Endorsement Programs … 11-12

Leveraging Secondary Associations … 12-13

Conclusion … 14

Sources … 15

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The New Brand

Brand Identity Elements

bareMinerals for Men will be a brand extension of bareMinerals. Customers

will be able to identify the new brand as a men’s skin care line that uses natural,

mineral ingredients that promote healthy, natural skin. Not only will customers be

able to identify the brand and its products based off its reputation centering on

benefitting men’s complexion, but customers will also be able to identify the

products by the logo, mantra, and slogan. The logo will appear on all of the products.

The new brand’s mantra will be “Be Bare. Be You.” Two options for bareMinerals for

Men’s slogan will be “Do You Dare to Go Bare?” or “Are You Man Enough To Bare It

All?” This will challenge men to think about skincare differently; instead of feeling

that skincare products are tailored towards women, bareMinerals for Men will

encourage men to take advantage of the benefits of natural products offered by

bareMinerals. The new brand’s mantra and slogan will also help the target market to

remember the brand and associate the new brand with the success and reputation

of bareMineral’s women’s skincare products.

Men will also be able to identify bareMinerals for Men products based off the

packaging. The three main colors that will be associated with and incorporated into

all bareMinerals for Men’s products will be black, gold, and silver. These colors will

not only be aesthetically pleasing, but will also be masculine.

Description

bM

Be Bare. Be You. Do You Dare To Go Bare?

Are You Man Enough To Bare It All?

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bareMinerals for Men will launch five products for the new men’s line. These

four products will be after-shave, bar soap, deodorant, body wash and moisturizer.

Each product will be made with natural ingredients that will promote natural,

healthy skin. Bar soap and body wash will also act as a facial wash so that it can be

used as a daily face treatment as well. These products will be able to be purchased

individually and will also be available to purchase in customized kits, similar to the

women’s Get Started Kits.

Brand Objectives

Business Objectives

Beauty and skincare brands have been increasingly introducing men’s

products. bareMinerals should launch a men’s line in order to gain competitive

advantage and brand awareness in this rapidly growing industry. By doing so,

bareMinerals will gain a new target market, increase their brand awareness and

build upon their brand equity in order to continuously grow as one of the leading

brands in the beauty and skincare industry.

The Business Opportunity

Today, men are no longer ashamed to seek out products that benefit their

complexion, and ultimately their self-confidence. The concept of ‘grooming’ has

become increasing popular in the beauty and skincare industry. Many of

bareMinerals’ competitors have capitalized on the growing ‘grooming’ trend and

have started increasing their brand awareness and overall brand equity.

bareMinerals should also expand their products to include men’s skincare products

in order to compete with competitors.

This opportunity includes bareMinerals capitalizing on the growing

‘grooming’ trend in the beauty and skincare industry by providing an assortment of

skincare products for men, specifically focusing on five products that promote and

maintain a man’s healthy complexion. These products will use natural, mineral

ingredients similar to the women’s line of skincare product. This addition to the

brand will increase bareMinerals’ target market, brand awareness, expand the

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brand’s image to identifying with not only women but also with men, and will help

bareMinerals retain and expand their competitive advantage in the beauty and

skincare industry.

Brand Positioning

bareMinerals for Men has strong, favorable and unique core values and

associations. The new brand extension’s benefits and attributes will meet men’s

unmet needs. The brand will do this by promoting men to take care of their skin

with products made from natural, mineral ingredients. These products will be

available for purchase individually or as a personalized set. Men and women will

now be able to shop together at bareMinerals locations.

Products will be offered with either a light fragrance or non-scented.

Products will not be offered with a strong fragrance because bareMinerals wants to

emphasize and enhance men’s natural skin and scent, not disguise it. By not having a

strong scent, the brand will gain a competitive advantage over those brands, such as

Axe and Old Spice, who do have strong scents.

The brand mantra “Be Bare. Be You.” emphasizes how the brand encourages

men to feel confident with their skin and know that the products offered by

bareMinerals for Men will help enhance their skin, and ultimately their confidence.

bareMinerals for Men wants to bring awareness to men that they can take care of

their skin in a healthy way. The brand will achieve this through the production of

products that are healthy and beneficial for skin. The brand will also promote a

healthy, natural lifestyle for men.

CBBE Pyramid

5

Future Potential & Customer Loyalty

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bareMinerals for Men has high potential for customer loyalty because after

using the product, men will feel notice a positive difference in their skin. Men will

feel comfortable approaching bareMineral’s for products because the brand targets

its customers in a down to earth, real way that lets men know they can trust

bareMinerals to deliver quality products. Also, by knowing that there is no strong

scent, and products are made from natural ingredients that are proven to benefit

skin’s appearance, men will feel like the products are simple and easy. Men will also

be able to purchase products not only individually, but also as customizable sets.

The customer loyalty program Friends and Benefits (FAB) from

bareMinerals’ women’s line will extend into bareMinerals for men. For every $150 a

man spends, he will receive $10 back towards his next purchase. The program can

also be used in combination with women’s products, which will encourage men and

women to shop together. bareMinerals will also no longer refer to Friends and

Benefits as FAB in regards to the men’s line in an effort to avoid making the men’s

line sound overly feminine. Instead, the men’s customer loyalty program will be

called “The Man Cave”.

Customer Analysis

Target Customers

bareMinerals for Men’s target market includes men between 25-45 years old.

These men are likely to be single, seeking a mate. However, the market also includes

men who are in a relationship, but mainly focus on men who are single. The ideal

customer is educated with a steady and disposable income. The new brand seeks

out men who report having experienced/currently experience skin irritation or are

unsatisfied with their complexion. The new brand also targets men who are exposed

to sources of pop culture that highlight the concept of men’s grooming.

The typical bareMinerals for Men customer represents a man who is down to

earth and enjoys services that are simple and readily available. He turns to

bareMinerals for Men not because it is “cool” but because the products result in his

skin being nourished and his complexion clear. The ideal customer is seeking a

product that helps him reach and/or maintain a level of confidence that enables him

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to feel comfortable talking to potential partners. The ideal customer is also likely to

participate in outdoor activities such as biking, swimming, and hiking.

Industry and Competitive Analysis

Size of Market; Trends Today & Future

The men’s skin care and grooming industry is a market that is continually

expanding. According to reports by the NPD group in 2012, 7 out of 10 men are

buying skin care products, and overall sales are up 6% in 2012 compared to 2011.

This generated a total of $45.5 million in sales in the U.S. (NPD Group, Farlex).

These figures state that men today are more concerned with their appearance than

ever and willing to invest in high-end skin care products (GCI.com). The categories

of skin care that saw the most growth include: sets and kits (+11%), body (+14%),

sun (+27%) and hair (+7%) (NPD Group). The men’s facial care segment generated

81% of the sales totaling $36.7 million, which is a 5% increase to the previous sales

in 2011.

In support of men’s skin car and grooming products in the beauty industry,

magazines such as Esquire have entire sections dedicated to men’s grooming. These

sections include tips and advice. Magazines that focus on men’s grooming are

important because men are strongly influenced through the media. By enforcing the

message that in order to look good, there are extra measures to be taken, men are

have started purchasing more products that contribute to the maintenance of their

appearance. Many men’s skin care lines are also partnering with department stores

to be part of what are called “grooming zones” where their products are featured

and available to be tested. These “grooming zones” also have barber chairs,

allowing men to sit and experience a proper barbershop shave.

bareMinerals for Men would offer healthy, simple, and mineral based

products for men to encourage the health of their skin from within. The brand

would use basic products with minimal scents so that it is not overly obvious that

men are seeking out skin care products. bareMinerals for Men would take a more

natural standpoint to target the down to earth man who cares about improving his

skin. The brand would be aware of masculine terminology to differentiate the men’s

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line from the women’s line. The brand would also introduce the men’s line by

encouraging men to “step into bareMinerals’ Man Cave” offering a line of masculine

products that will improve their skin and help build confidence.

Competitive Analysis

bareMinerals

for Men

Clinique Skin

Supplies for

Men

Jack Black Lab Series

POP’s - Men’s skin

care line

- High end

products

- Men’s skin

care products

- For sensitive

skin

- High end

product

-Men’s skin

care line

Offer

fragrance free

products

- High end

product

- Men’s skin

care products

- High end

product

POD’s - Offer only

mineral based

products

- Made from all

natural

- Would offer

lightly scented

and fragrance

free products

- ‘Man Cave’

customer

reward

program

- Offer allergy

tested,

fragrance free

formulas

- Offer cologne

- Offer many

vegan, organic

and gluten

free products

- Offer

cologne

- Promote

high-tech and

high

performance

products

Pricing Strategy

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bareMinerals for Men’s pricing strategy would be competitive with the high-

end market and reflect prices similar to bareMinerals women’s skin care line as

well. bareMinerals for Men’s prices would range from $10-$35 per product and the

brand would want to specialize in customizable pre-packaged kits similar to the

women’s Get Started Kits.

Communication & Promotional Programs

Advertising & Media Strategy

bareMinerals for Men would use a combination of offline and online

communication techniques both passive and interactive to create brand awareness

when introducing the new line of men’s skin care products. bareMinerals for Men

would use print advertisements as a form of offline passive communication in

magazines such as Men’s Health, Esquire and GQ magazine. The brand would also

advertise the new products at sporting events and through social media networks

such as fantasy sports leagues online.

bareMinerals would advertise the new brand through their locations as well.

For example, bareMinerals for Men would create a “Man Cave” that would include

multiple grooming stations for men to sit down for a shave and test the products.

The brand would also partner with Macy’s ‘grooming zone’ to feature bareMinerals

for Men’s products. This partnership would increase brand awareness. For

example, Macy’s offers brochures with the products they feature in their ‘grooming

zone’. This would benefit bareMinerals for Men because it would create an image

that bareMinerals for Men are of equal or higher brand value than the competitors.

The brand would also offer “The Man Cave” Customer Rewards program, similar to

the FAB program for women.

Sponsorship, Public Relations & Endorsement Programs

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bareMinerals for Men would team up with the documentary “Mansome”. By

establishing a partnership with the documentary that focuses on the increase of

‘grooming’ in today’s culture from a light-hearted point of view, bareMinerals would

increase their brand awareness. This documentary also stars the potential

spokesman of bareMinerals for Men, Paul Rudd.

bareMinerals for Men would also partner with brands such as Artful

Gentlemen. Recently, Artful Gentleman sponsored an event called The Modern

Man’s ‘Art of the Suit’ where men’s grooming stations were featured. These

grooming stations offered facials, shaving services, and haircuts. bareMinerals for

Men would be able to provide one of their ‘Mancave’ stations for testing of their

products and services such as a complimentary shave. This is a great market to

create awareness by partnering with a brand whose target market is already

receptive to grooming products.

Poster & scene from the documentary, “Mansome.” The scene, specifically, highlights the increase in men’s

grooming.

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The new brand should also consider sponsoring a sports team or event. For

example, bareMinerals should sponsor a swim team or cycling team. It would be

beneficial to bareMinerals for Men’s image and brand awareness because these

sports are harsh on men’s skin, but bareMinerals for Men’s products could help

nourish and restore the athletes’ damaged skin.

Leveraging Secondary Associations

bareMinerals for Men would use Paul Rudd as the celebrity spokesperson.

He is down to earth, funny, and attractive. He offers a number of looks, sometimes

being clean-shaven and other times scruffy with facial hair. Paul Rudd is also a cast

member from the documentary “Mansome”; this association will increase

customer’s ability to identify Paul Rudd to bareMinerals products, ultimately

increasing the new brand’s awareness. It is important for bareMinerals for Men to

endorse their products with an approachable and relatable celebrity that men can

look to as a source of confidence and reassurance that it is acceptable to seek out

‘grooming’ products.

An example of a grooming station from The Modern Man’s ‘Art of the Suit’; bareMinerals could partner with brands that have events like this and have stations where guests can

sample bareMinerals for Men’s products

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An additional leveraging secondary association centers on the natural

ingredients used to create bareMinerals for Men’s products. The brand would

emphasize that products are made from sea salt and other various minerals to

create differentiation between bareMineral’s products and its competitors.

Also, by using the success and popularity of bareMinerals for Women to

promote the brand now offering products for men would work to the new brand’s

advantage. Now men can experience healthy skin from the inside out just as women

have been for so many years.

Conclusion

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In conclusion, bareMinerals would greatly benefit from creating a brand

extension that offers skincare products for men. As the beauty and skincare industry

expands, more brands are creating products that meet the needs of men seeking

‘grooming’ products. bareMinerals would benefit from creating a men’s line of

skincare products because it would help the brand retain and expand their

competitive advantage in the industry.

bareMinerals for Men would also be successful because it targets a large

group of men that are seeking a down to earth, approachable, easily accessible

product that helps them reach and maintain their highest level of confidence. Men

would turn to bareMinerals’ products for men because it suits their lifestyle and

their wallet. But most of all, men would feel encouraged and eager to purchase

‘grooming’ products from bareMinerals because they know they can trust the brand

to provide products that include natural, mineral ingredients that promote healthy

skin from the inside out.

Additionally, bareMineral’s for Men would be able to reach out to its target

market successfully via many avenues of advertising and sponsorship. The ways in

which bareMinerals could advertise their new line of men’s products would increase

the brand’s over all image, awareness, and equity. With increased advertisements

and sponsorships, the new brand and its logo, slogans, and mantra will remain fresh

in men’s minds.

Overall, bareMinerals for Men has potential to be a successful addition to an

already highly reputable and successful brand. If bareMinerals continues to grow

and expand with the beauty and skincare industry by introducing a new line of

men’s products, the brand has an advantage in maintaining its high level of brand

loyalty and success. Men deserve the same beneficial, natural, simple, and easily

accessible products available for women, and bareMinerals for Men could be that

brand that excites men to become the best version of themselves, from the inside

out.

Sources

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"GCI Magazine." Men's Skin Care Sales Tracking Up, Along With Men's Retail. Allured

Business Media, 24 Aug. 2012. Web. 11 Mar. 2013.

"NPD Reports on the Men's Grooming Industry: A Market Poised for Growth."

NPD Reports on the Men's Grooming Industry: A Market Poised for Growth.

NPD Group, 8 Feb. 2012. Web. 11 Mar. 2013.

"Men's skin care sales are up 6% YTD in 2012" The Free Library 01 October 2012. 11

March 2013 <http://www.thefreelibrary.com/Men's skin care sales are up

6% YTD in 2012.-a0305103739>.

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