Marketing campaign created for Contemporary Issues in Advertising course. Product is hypothetical, but provides insightful marketing takeaways. Please note the makeup industry competitive analysis.

4. 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.

5. 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 L’Oréal with new product
lines in 2006.”]

6. 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.

8. Strengths:
•Quick
•Easy
•Novel
•Affordable
Weaknesses:
-lack of established distribution network
-behind schedule on product development

9. Threats:
•All-natural & mineral-based makeup
•Anti-aging makeup (although our audience is
relatively young these makeup are still
popular)

11. 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'Oréal 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'Oréal Paris provides affordable luxury for
people who demand excellence.
Price Point: $10-20 for most products

12. 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

13. 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

14. 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

15. Opportunity #1:
Only roll-on make-up on the market. Quick to
use!

16. 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]

17. 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 that‟s 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.”

19. 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%!”

21. 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

22. Who are we trying to reach?
Through our research we
found this chart outlining the
leisure activities of our target
market (via Mintel Reports)

23. 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.

24. Target Audience

26. Customer Acquisition
Inform/Create Interest for the
product
Customer Switch from leading
brands

28. •Generating “quick trial” via:
•In-store promotions
•Ambient blogging

29. We want to target the early majority and
early adopters within our Target Audience.

30. Single most persuasive/informative idea
we can communicate:
Smooth n‟ Easy makes you beautiful, faster.
roll on. roll out. get ahead.

31. 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.

33. 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)

34. Lucky
Full Page 4-Color Ad - $120,240
55% of readers 25-49
Median HH Income 72K
Median Age: 34
73% Employed

35. Marie Claire
Full Page 4-Color Ad - $90,000
Median HH Income 84K
Median Age: 33
77% Employed

36. 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

37. 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

38. Wired
Full Page 4-Color Ad - $104,000
Median Age 33
Total Audience 2,888,000
HH Income 84K
55% 18-34
24% Female

39. 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

52. INSERT PHOTO –
BACK OF CEO DESK CHAIR

54. TV Placement
Spot will run before online TV shows

56. 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.”

57. 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 éxito.” (be
successful)

61. •Ulta
•CVS/ Duane
Reade

62. 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