This document provides a marketing plan summary for the skin care company Muvazi. Based on secondary and primary research, it identifies Muvazi's target market as women ages 35+ seeking anti-aging products. It analyzes Muvazi's competitors and pricing. A survey of 67 adults found that while many women have consistent routines, most are open to new products. The document provides 6 key recommendations for Muvazi, including third-party testing, creating a spa-grade line, hiring a social media manager, and revamping its website.

1. Jessica Salaz, Ashley Reza, Katelynn Reed, & Olivia Bergmann
April 28th, 2015

2. Index
Summary Pg. 1
Background Pgs. 2-6
Secondary Research
Primary Research
Situation Analysis, Core Problem, & Opportunities Pg. 7
Goals & Objectives Pg. 8
Key Publics Pgs. 9-12
Messages
Strategies & Tactics Pg. 13-18
Strategy 1
Strategy 2
Strategy3
Storyboard example
Calendar Pgs. 19
Budget Pgs. 20-26
Recommendations Pgs. 27-28
References Pgs. 29-30
Appendix Pgs. 31-44
Full survey questions & results
Presentation slides

3. Summary
The beauty market is a mature market saturated with diverse products, but there are
plenty of opportunities. With focuses on brand image enhancement, increased social media
presence and new forms of distribution Muvazi can establish itself in the anti­aging big leagues.
Based on a survey of 67 adults over a 2 week period Muvazi is at an appropriate price
point. Many participants were open to new skin care products and wanted skin care lines they
could create a regimen with. However most participants didn’t like the structure of multi­level
marketing companies such as Mary­Kay and Scentsy.
Muvazi’s current slogan is “Renew the skin you’re in”, this slogan needs to be changed.
Dove’s current slogan is “Love the skin you’re in.” Muvazi could easily be confused as
associated with Dove when Muvazi needs to be creating a product differentiation and
individualized benefits in order to succeed.
There are 6 key recommendations for Muvazi’s success. Third­party testing, spa grade
line creation, dermatologist endorsement, hire a social media manager, do not use multi­level
marketing structure, and revamp the website.
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4. Background
Secondary Research
Consumers
Muvazi is a skin care cream that targets a specific clientele that would be able to afford
the high initial price tag of $149.99. This cost eliminates an initial host of users that would not be
able to afford this product because of this price. However, to many, this product is very
affordable as some people would pay whatever it takes to get the youthful look that this product
provides. Once a set market is established, those clients would be, hopefully, so satisfied that
they would be willing enough to spread the word of this wrinkle cream to other people that could
be potential clients. The cost does go down after the first purchase as you purchase as you run
out and not as an entire set over and over, items are priced as low as $14.99 which is a huge
selling point to most also.
An expected target market would be the women in society that are surrounded by other
women. Women can start seeing wrinkles in their early 20’s. This product can be purchased and
used as a preventative care. Generally most women begin to show significant signs of aging by
mid to late 30’s, while raising a family and being fully immersed in a career and facing the daily
stresses of life. This item would then be used as a corrective item. 35 plus would be an age that
would be more effective while using this product as there is already damage done to the face.
An ideal client would be someone in an established career that belongs to a networking
group that would be willing and wanting to share this amazing new product with their friends.
Women that are mothers that belong to PTA and soccer clubs that are wanting to look as good as
their friends would be a great client also. Younger women in their 20’s would also be great
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5. clients as they would want to stay looking young and prevent any aging by using the creams. If
they can afford the initial $150, they would be ideal.
Consumer Interest
Women (and men) are very aware and concerned about their physical appearance. The
phrase “Beauty is only skin deep” is not entirely true, at least when dealing with anti­aging skin
care products. ​According to Euromonitor International, anti­aging products now account for
close to 9.8 billion dollars of the skin care market which is almost a 109% increase since 2007.
Anti­aging products are not only appealing to consumers because of their positive effects on their
actual skin, but they also help to calm the fears of old age. If a person looks younger then they
will feel younger, causing a boost of self­esteem. People feel better when they are actively doing
something to better their health or their appearance. NYU Medical Center dermatologist
Sumayah Jamal says that you are probably more likely to see results simply because you are
doing something for your skin. People are constantly looking to better themselves and anti­aging
products provide a way to do that physically and also mentally.
Specific Competition
Muvazi’s top competitors can be segmented into three categories; most popular product
in the general market, most popular spa line system, and most popular local system. The general
anti­aging market top competitor is Olay Regenerist, based on most frequent purchase on
Amazon.com. Olay has a three­product starter kit for $29.99 and individual add­on products for
$29.95 each. Their strategy is based on their established cosmetic and beauty company as a
whole which allows for a large media buying budget to create presence and visibility. However,
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6. the largest driving factors are ease of access (it can be found in most local and every national
convenient store), and price point, it is affordable for good results from a trusted company.
Another strategy of note is the vast product lines Olay has allows for consistency among entire
beauty regimens. A consumer can find an Olay brand for all their beauty needs to make their
skincare and makeup, to even hair and body lotion be a consistent system.
The most popular spa line anti­aging system is Dermalogica Age Smart, six­product
starter kit is $52, and individual items range from $25­$75. Dermalogica targets small and chain
spas. They partner with larger corporation beauty supply stores to create a large distribution (eg.
Sephora, Ulta, Macy’s Beauty, and Dillard’s Beauty). Their media buying is focused on
women’s beauty and fashion magazines, little to no TV ads, and a few blogger reviews.
Local competition is narrow but established. NuSkin’s AgeLoc has a five­product starter
kit that starts at $450, a four­product line at $393.25, three­product line at $169.25, individual
products start at $48.75. NuSkin targets exclusive spa’s for distribution and locally creates
presence by sponsoring NBA team, the Utah Jazz. The extremely high price point for AgeLoc
creates a huge opportunity for Muvazi. The largest obstacle will be creating local brand
recognition without having to sponsor a major league sports team.
General Competition
Muvazi has a larger competition in the market itself. Penetrating the beauty market can
be difficult. There are so many brands that come and go in cosmetics from beauty fads and latest
breakthroughs that the key will be consistency in product delivery and creating loyalty along
with recognition. Muvazi has the opportunity to set itself apart from regular everyday anti­aging
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7. lines in being a natural, green product with its specific Oat Beta Glucan system that is unique.
Another challenge that is presented with such a vast market is creating a design appeal, visually
setting itself apart from other products will be key in identifying Muvazi as a key player in
anti­aging skin­care.
Ingredients
In this section we examined the key ingredients of Muvazi and compared them to the
ingredients of other mainstream anti­aging creams and serums (Loreal, Olay, and Mary Kay).
These big brand names have been around for a long time and therefore a good portion of the
market for anti­aging creams trust these brands and have a brand loyalty established with the
companies and products. We all know that the older we get and the more we instill a habit, the
less likely we are to try new things, however if the buyers of these products knew exactly what
they were putting on their face and knew what the better alternatives were (Muvazi), we may be
able to sway their purchases. When analyzing Mary Kay, Loreal, and Olay we found that many
of their key ingredients contain numerous chemicals and alcohols (i.e. glycerin, butylene clycol,
sodium hydroxide, benzyl benzoate, fragrance, along with so many more). Their most natural
ingredient is water. Loreal reports to have up to 20 different chemicals in their Revitalift Daily
Volumizing Concentrated Serum; Olay reports up to 32 different chemicals in their ProX
Intensive Wrinkle cream, which also includes all of the same chemicals as those of Loreal; Mary
Kay’s traditional wrinkle creams also report to have up 20 chemicals.
Muvazi’s ingredients report to have all natural ingredients. It contains similar ingredients such
as hyaluronic acid and allantoin (the key ingredients to all anti­wrinkle creams/serums that holds
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8. the anti­aging component). The remainder of the content contains pure organic ingredients, such
as aloe vera, apple, bamboo, lentil, linseed oil, oat beta glucan, pea, watermelon, witch hazel, and
vitamins A, B5, and E.
With the differences in ingredients between Muvazi and the other mainstream companies we can
see a lot of opportunities to promote and market Muvazi to increase brand loyalty and pick up
new consumers.
Primary Research
Market outlook
Anti­aging products now account for close to 9.8 billion dollars of the skincare market
(109% increase since 2007)
Summary of Survey Results
Muvazi’s largest competitors are: Clinique, Dermalogica, Neutrogena, and Aveeno. 43%
of women have had the same skin care routine for years, however 78% are open to new products.
Women slightly prefer product quality over product speed. On a scale of 1 to 10 participants
rated dermatologist endorsement importance an 8.2. 71% of participants don’t like multi­level
marketing companies such as Mary­Kay or Scentsy. The largest platform consumption of
advertisements was on social media at 41%. Participants bought the majority of skin care
products at spas (33%) and high end retailers (31%). 77% of participants prefer to spend less
than $50 on skin care products. Based off of images the average expected price for Muvazi was
$66.48. 86% said they use social media daily and of the platforms listed (they were able to
choose 2) Facebook (78%) and Instagram (54%) were the most popular.
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9.
Situation Analysis & Core Problem/Opportunities
Situation Analysis:
Muvazi offers natural, organic skin care with a specific Oat Beta Glucan system that is
unique to them. They refuse to limit quality of ingredients in their products based on price.
Immediate results can be seen, but the regimen takes 8 weeks to achieve optimal results. Muvazi
is currently selling less than $5000/month. Because of lack of volume in sales and product
trial/sample sizes are unavailable. Muvazi currently has a YouTube channel and fully
functioning website, but no other internet/social media outlets. Currently their target audience is
35­60 years old.
Muvazi is challenged not only with obtaining new customers but with creating loyal
customers that will use the product for the recommended 8 weeks in order to see optimal results
and become a returning customer.
Core Problem/Opportunity
Muvazi’s core problem is breaking into the oversaturated skin care market in order to
obtain new and loyal customers to ensure sales.
Muvazi has the opportunity to set itself apart from other popular anti­aging lines in being
a natural, green product with its specific Oat Beta Glucan system that is unique and available at a
reasonable and competitive price.
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10. Goals and Objectives
Goal
Be a relevant and successful competitor in the skincare market with substantial customer
loyalty and visibility by offering a unique product at a competitive price.
Objectives
1) Create visibility, create new customers, and promote brand recognition by connecting
through social media, media, and direct communication.
2) Increase sales and customers by having retail stores/spas/etc carry and promote
Muvazi.
3) Increase visibility and create customers by creating and attending events relevant to
our audience.
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11. Key Publics
Muvazi’s key publics are first, consumers; broken down into 4 categories by age: 20’s,
30­40’s, 50’s, and 60+. Muvazi will also have to tailor messages to retailers such as Sephora,
local spas and dermatologist offices, and department stores.
Consumers
Muvazi’s keyt consumer publics are in four categories. First, women in their 20s, create
a focus on preventive skin care. Reach audience by creating brand ambassador with
LaurynCakes (a local beauty blogger).
Next, women in their 30s/40s, they focus on the importance of skin care regimen to treat
changing and aging skin along with a small focus on preventive skin care. This public mainly
consists of mothers and career women. Brand ambassadors for this age group include Brooke
Walker (KSL News team), GirlLovesGlam (beauty blogger), and Beauty Snoop (large local
following blogger, KSL regular).
Third, women in their 50s, focus on wrinkle and spot treatment as well as the importance
of a regimen. This audience is mainly grandmothers and pre­retirement age women. The best
way to reach this audience is through friends and word of mouth as well as large retail shops.
The last group is women in their 60s, create a focus on treatment of existing wrinkles
and blemishes. Women in this audience are grandmothers who are retired and have a lot of
down and personal time. Reaching this audience is best done through magazines, such as Salt
Lake Magazine and LDS Magazine, and spa distribution.
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12. Retailers
Ulta
http://www.ulta.com/ulta/common/about.jsp
Sephora
http://www.sephora.com/customerService/contactUs.jsp?mediaId=10700018
Local Spas
The Spa Club
https://www.thespaclub.com/contact-us/
Grand America Spa
http://www.grandamerica.com/contact-us/media-center
Matrixx Spa & Massage
http://matrixmassagespa.com/contact-us/
Sego Lily Mind & Body Spa
http://www.segolilyspa.com/contact-us/
Align Spa
http://www.alignspa.com/contact.php
Resort Spas (Ski Resorts: Deer Valley, Sundance, Park City etc.)
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13. Dermatologists
Utah Valley Dermatology Center­­​ http://www.uvderm.com/
The Dermatology center of Salt Lake ­­​ http://www.jensenderm.com/
Alpine Dermatology­­​ http://alpineskin.com/
Gateway Aestitics­­​ http://gatewaylasercenter.com/Dermatology.html
Aspen Dermatology­­​ http://myaspenderm.com/
Northern Utah Dermatology? ­­​http://www.northernutahderm.com/
Collaborations
Nu Skin
https://www.nuskin.com/en_US/corporate/help/contact.htm​l
LifeVantage
http://www.lifevantage.com/company/contact-us/
Basic Research
http://www.basicresearch.org/contact.php
Doterra
http://www.doterra.com/#/en
Sibu Beauty
http://www.sibubeauty.com/
Young Living
http://www.youngliving.com/en_US/products/essential-oils/blends/thieves-essential-oil
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14. Messages
Muvazi needs to create messages to each of their key publics. They should be selling how
they are different and unique from their competition. Answer the ‘So what’ questions. Why use
Muvazi, other than for wrinkle repair. Sell a lifestyle to each audience and a service to retailers.
Try to keep the messages short and quality driven. Our messages focus around 2 words that
detail benefits of buying and using Muvazi.
Current
Renew the skin you’re in!
Renew, Restore, and Deliver results!
Key Ideas
Double the quality, Double the results
Efficacy, Safety, and Quality
Slogans
20s­ Crisp, Clean, Muvazi
30s/40s­ Fast, Functional, Muvazi
50s­ Renew, Repair, Muvazi
60s­ Classic, Caring, Muvazi
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15. Strategies and Tactics
Strategy One:​ Create an individual and specific social media/media campaign for each target
audience in order to achieve brand awareness and create new/returning customers.
Tactics:
● Use checklist to create campaign content. 1) Color scheme & fonts 2) Graphics 3) Social
media posts 4) Brief description of how to reach target 5) Slogan
● Create campaign for the segmented audiences
Strategy two: ​Create relationships with key retailers, spas, and bloggers to get Muvazi carried
Tactics:
● Call, email, and meet with desired companies (see Key Publics list)
● Offer online and YouTube bloggers sample or complimentary products to
review/recommend
Strategy 3:​ Create brand awareness and relevance by attending key events related to Muvazi
products and audiences
Tactics:
● Register and attend various events
http://www.southtowneexpo.com/calendar.html
https://register.growtix.com/es/what_a_woman_wants_april
http://greenband.com/healthy-exhibitor/
● Hold contests or offer special deals or incentives at events for people attending
● Give out Muvazi merchandise (headbands, tshirts, pens, towels, hats, etc).
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16.
Muvazi Commercial Ad Storyboard
Ideal media outlets to feature the ad:
∙​ ​YouTube channel
The ad is likely to last 30 seconds or less to appeal to people to watch the whole thing. A
longer ad can later be produced to follow up this one after people take an interest in
Muvazi and decide to learn more about the product. The longer ad can include actual
testimonials and a more in depth explanation of what Muvazi is. The purpose of this ad is
to spark an interest for people to want to learn more about Muvazi and want to go to the
Muvazi website, Facebook, etc.
Setting:
Commercial takes place outside in a vacation cabin where the backyard is open to the forest.
There is a middle­aged (early 40’s) couple doing yoga on a wood porch of the cabin. The
background includes many trees, healthy fresh soil, wood particles, and plants. The couple is in
a bright environment giving off the essence of freshness and natural features. The woman in the
commercial (who we will refer to as Jane Doe) plays the main character and has all of the
dialogue. The man (who we will refer to as John Doe) in the commercial plays as a secondary
character to play on the backstory that they are a married couple who has children in their early
to mid­teens, which allows the couple to have minimal responsibilities than that of young parents
with small children.
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17. Camera fades­in on middle­aged couple doing yoga on the back porch of their vacation
cabin.
Camera pans slowly around couple as Jane begins introductory dialogue.
Jane:​ “I never thought I’d have the opportunity to do the things that help me stay rejuvenated
and healthy, including taking care of the fine lines and wrinkles that mature skin brings.”
Camera cuts to a close up of Jane’s hands holding a Muvazi cream. Camera then cuts to
Jane actually putting the face cream on in the mirror.
“ The Muvazi line has the perfect skin care system that helps renew and restore damaged skin.”
Jane’s Narration continues on shot of Jane applying Muvazi in the mirror: ​“Muvazi shows
results almost instantly and with its all natural ingredients it works on a variety of skin types.”
Camera cuts to picture of oat­beta glucan to give viewers a visual look at one of the main
natural ingredients of Muvazi
Jane: ​“Muvazi is rich and has higher quantities of oat­beta glucan than any other face product on
the market.”
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18. Camera cuts to image of before and after of an eye that has used Muvazi
Jane: ​“Muvazi has been clinically tested to have real results and is 100% satisfaction
guaranteed.”
Camera cuts back to couple on the cabin porch in a different yoga position
Jane: ​“Muvazi. Renew the skin you’re in.”
Complete Muvazi line fade in on the same frame of couple doing yoga and camera focuses
in on Muvazi products while focusing out the couple making them become blurred into the
background. Camera then fades out to end commercial.
By clicking on the ad it should direct viewers to website, Facebook, or YouTube channel.
Links in the description of actual ad should also be provided for all media outlets for
Muvazi.
The End
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19. 17

20. 18

21. Calendar
In order of priority, social media would be a continuous project posting daily and would
begin as soon as possible ideally May 11th. Testing can take a while to complete so the need to
get started on that is obvious, ideal goal is May 11th as well. While you are waiting on test
results the website can be under construction, upgrades normally take a month depend on the
complexity of the site. We want to keep muvazi simple and clean, we believe it can take under a
month to complete. After testing and the website have been completed relationship building and
endorsements can begin. Endorsements time is two weeks with one week finding a source and
one week to let them experience and use product, start date is the 15th of June, ending on the
29th. The final element to relaunch Muvazi is the video with casting, production, and editing we
expect the process to take at least two months. Starting the 1st of June and running through the
end of July for a fall re­launch of Muvazi.
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22.
Budget
Media Advertising & Research
Muvazi relies/will be relying heavily on social media and online outlets to advertise because
generally it is lower in cost. Our goal is to take the online advertising to higher level and build
on the shares, “likes,” and views that Muvazi currently sees. YouTube advertising is effective
and can reach a large range of audiences.
The following advertising costs are rough estimations based on averages found from Google
Adwords’ users. Costs vary upon how long you want an ad, how many adwords you include in
an ad, how the ad will be created, etc.
Advertisers can target viewers by age, gender, location or by what types of videos they like to
watch on YouTube. Generally, advertisers pay incrementally more for focused target audiences.
Since YouTube ads are customized completely by the company, Google Adwords has a bidding
page where you can get a more accurate and precise price range. The following is the direct link
for questions regarding the bidding process:
https://support.google.com/adwords/answer/2459326?hl=en​.
For YouTube ads, Muvazi will need to create a Google adwords account, which is free, and the
account will need to be linked to their YouTube channel. Google adwords comes with some
20

23. language and terminology that you may need to know to interpret the costs below. Please refer
to ​www.​google​.com/​AdWords​ ​for further questions or detailed descriptions.
● YouTube advertising costs:
○ Average total costs range between $10­$30
○ +/­ $2,000 approx. for 10,000 views to start
○ $.10 for low­end ads
○ $.30 for high­end ads
The following is a link to an article that also explains the and provides examples of how these
costs are broken down for YouTube/Google Adwords:
http://www.pennapowers.com/how­much­do­ads­on­youtube­cost/
To make YouTube ads and even possible TV commercials in the future, video production and
copywriting will be crucial elements to consider to create professional and appealing ads.
The following costs are the lows, averages, and highs that you will find in the video
production/media industry.
● Video production costs:
○ $850 (low)
○ $1200 (average)
○ $1500 (high)
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24. Below are a few options for local productions companies in Utah who have outstanding online
reviews. Most of their pricing varies on type of work and some charge flat rates, while others
charge hourly/daily. However they all fit the pricing ranges stated above.
● Levitate USA (801) 396­4097 Starts at $999
● Copperfish Media (801) 676­6545
● Lone Peak Productions (801) 521­5567
● Impatient Cow Productions (801) 413­2876
Copywriting will consist of anything from the writing of a commercial, advertisements, articles,
etc. to storyboarding for commercials/ads/campaigns. Below are different averages of pricing in
the industry and the ways that this service can be charged (can be charged per word, per hour, or
if the project is large it can be charged as a projects as opposed to length or word count). This
pricing varies as well from agency to agency and on the time frame to come to the finished
product. Some of the video production companies also provide this service. However to keep
costs low this would be a good job for an intern so that Muvazi will be able to charge per word
($1.00­1.50 per word).
● Advertising copywriting costs:
○ $120 high/hour
○ $33 low/hour
○ $66 average/hour
○ $750 high/project
○ $250 low/project
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25. ○ $525 average/project
○ $1.50/word
● Campaign development or product launch:
○ $150 high/hour
○ $60 low/hour
○ $82 average/hour
○ $7,500 high/project
○ $1,500 low/project
○ $3,740 average/project.
Relationship Building
Building relationships with salons and retailers is another key element that we feel will help
Muvazi gain exposure because those places usually have loyal customers/clients that trust their
judgment. Muvazi will be more convenient for consumers to purchase in places like this. To
release Muvazi in a retail environment the salon/retailer will receive a percentage of each sale of
Muvazi.
Another major way to create relationships is, again, social media. People spend more time
online than watching regular TV. Building relationships with make­up gurus and bloggers
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26. would create a great impact for Muvazi because their viewers, readers, etc. trust what they say
and would be more prone to being motivated to try Muvazi.
Something that Muvazi will need to be prepared for are samples. Many places and people will
not want to commit to buying a cosmetic product if they cannot try it first. Instead of handing
out samples to the everyday consumer Muvazi can consider producing samples strictly for
salons, retailers, and bloggers/gurus so that costs wont run as high.
Below are a few key points and price breakdowns to remember when creating relationships:
● Costs for Muvazi in Spas/Salons
○ Samples for Spas­ Depends on sales, spa receives 5% of total sales in samples the
next month.
○ Muvazi whole sets for bloggers­ $49.99 for 4 or 5 bloggers a month.
Information for spas and salons provided by:
● Executive Recruiter Suzanne Gerken (385)209­8235
● Brickhouse Retreat Salon & Day Spa (801)545­0445
Events
Events are a great way to put Muvazi out there. Muvazi representatives can interact face­to­face
with consumers and network with other business. Ideal events would include make­up events,
the “What a Woman Wants” Expo., other cosmetic events, etc.
● Event Costs
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27. ○ Registering­ (What a woman wants expo) between $300­500
○ Table space/rentals­ $500­$1000
Other Ideas for Muvazi Exposure
Below are a few more ideas that Muvazi can utilize to gain more exposure and more people
interested to learn about Muvazi and an approximate cost of how much these ideas will run.
● Interview focus groups compensation and costs:
○ Standard industry cost is a per day flat fee (instead of hourly) ranges from
$45­$125, depending on length of focus group and if testing is involved.
○ Cost of running will include room rental, staff hourly rates, and product (if any
will be present), and refreshments (usually beverages and light snacks are
provided for participants).
○ Total max: $1740
● Hire an Intern/student:
○ $1,000­$2,500 per semester.
○ Student minimum wage­10/ hr.
● Hire a degree holding employee to run social media:
○ averages $20/ hr.
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28.
● Merchandise giveaways (social media or events):
○ Promotional items that have the Muvazi logo
■ headbands, mirrors, towels, hair clips, small samples, nail polish, etc.
Budget $7,000 (for items themselves plus printing costs, depending on
quantity.)
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29. Recommendations
Based off our research and personal experience we would like to recommend the
following measures be taken outside of marketing efforts and brand building to ensure Muvazi’s
success.
First, ​3rd Party testing, ​outside testing ensures that consumers can trust the claims made
and allows for product protection and liability with possible problems.
Next, the creation of a ​facial line or spa grade line​ will help get Muvazi into spas and
salons and recommended by estheticians. They like to have a service they can sell instead of just
product. If you give them the incentive of the ability to add “Muvazi spa facial” on their services
menu it creates value for them and more willingness to distribute product. Having a spa line also
allows for consumers to test product and experience product without having to send out samples
at Muvazi’s own cost.
We also recommend getting ​endorsements from a dermatologist or esthetician​ to
create consumer trust and brand reliability. There is also added brand value in being associated
directly with skin health and the beauty industry, many estheticians are willing to do consulting
for beauty products as well, it would be beneficial to hire one to do some consulting for Muvazi.
In terms of product distribution and exposure the largest advantages for Muvazi will be in
hiring a social media manager​ or at the very least inter to create an online presence and show
that Muvazi is modern. We strongly strongly advise ​against the multi­level marketing
structure​ of distribution is wasn’t received well in our research. Spa and salon distribution has
the same mention benefits and personalized recommendation with much more trust and less
pressure.
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30. Our final recommendation is to ​revamp your website​. Stick with a simple, clean and
easy­to­use wire frame with a continuous scroll. We would also like to see a new font something
a little less ordinary and a different color scheme, something a little more fresh to play on the
natural aspect of Muvazi. Concentrate on the use of images with less text; research section is the
one exception to this but don’t forget images in that section as well. There are also a few
glitches in the current website with overlapping text that makes certain portions hard to read.
28

31. References
CBS Evening News with Dan Rather, accessed via the internet, Feb. 18, 2015.
http://web.a.ebscohost.com.ezproxy.lib.utah.edu/ehost/detail/detail?sid=721878e2-1405-
4993-8f5f-48978dab29d0%40sessionmgr4002&vid=19&hid=4101&bdata=JnNpdGU9Z
Whvc3QtbGl2ZQ%3d%3d#db=n5h&AN=32U1059450794CB1
Dermalogica, accessed via the internet, Feb. 17, 2015.
http://www.dermalogica.com/age-smart/age_smart,default,sc.html
MUVAZI Organic Ingredients. (n.d.). Retrieved February 18, 2015, from
http://www.muvazi.com/organic-ingredients.html
(n.d.). Retrieved February 18, 2015, from
http://www.marykay.com/en­US/TimeWise­Replenishing­Serum C­/100744.partId
(n.d.). Retrieved February 18, 2015, from
http://www.lorealparisusa.com/en/Products/Skin-Care/Treatments/Revitalift-Daily-Volu
mizing-Concentrated-Serum.aspx#ingredients
NuSkin, accessed via the internet, Feb. 17, 2015.
https://www.nuskin.com/content/nuskin/en_US/products/nuskin/ageloc.html
29

32. Olay, accessed via the internet, Feb. 17, 2015.
http://www.olay.com/en-us/skin-care-products?page=/en-us/skin-care-products#viewtype
:gridview/facets:need-facets=anti-aging/category:skin-care-products/page:0/sortby:popul
arity-desc/cwidth:3/pscroll​:
Olay, accessed via the internet, Feb. 17, 2015.
http://www.amazon.com/s/ref=sr_st_review-rank?keywords=anti+aging+kits&qid=1424
227391&rh=n%3A3760911%2Ck%3Aanti+aging+kits&sort=review-rank
ProX Intensive Wrinkle Protocol. (n.d.). Retrieved February 18, 2015, from
http://www.olay.com/en-us/skin-care-products/prox-intensive-wrinkle-protocol
WebMD, More Hope In a Jar? The Anti­Aging Skin Care Promise
http://www.webmd.com/beauty/aging/more-hope-jar-anti-aging-skin-care-promise?page=
2
30

33. Appendix
Survey Questions & Results:
1)Have you used anti aging skin care systems?
Yes: 31%
No: 69%
2) If, so what skin care systems have you used?
Comfort zone
Skinceuticals (2)
Proactiv (2)
Dermalgica (2)
Mario Badescu
Neutrogena (2)
Retin­a eye cream
Mary­Kay (2)
Clinique (3)
Philosophy
Simple
Aveeno (2)
Dr. Perricone
Oil of Olay
Rodan & Fields
Revlon
Kiehls
3) How often do you change up your skin care regimen?
About every month: 10%
Every few months: 22%
Once a year: 24%
I have had the same routine for years: 43%
4) How open are you to trying new skin care products?
Very open: 25%
Somewhat open: 48%
Indifferent: 6%
Not very open: 19%
Not open: 1%
31

34. 5) How important is quality and speed of results in a skin care product to you?
Product quality: 8.8 on scale of 1­10
Quick results: 7.7 on scale of 1­10
6) What is your age?
18 (2)
19 (7)
20 (7)
21 (4)
22 (7)
23 (5)
24 (7)
25
26
27 (2)
28 (3)
30
31
35
37
42
44
47 (3)
48 (2)
49
52
54
57 (2)
58
59
69
70
7) What is something you wish you could achieve with your current skin care system?
To look younger: 15%
Moisture: 21%
Healthier skin/less acne: 56%
I do not have a current skin care system: 8%
32

35. 8) How likely would you be to use Muvazi if it had a celebrity endorsement?
4.1 on scale of 1­10
9) How likely would you be to use Muvazi if it was endorsed by an esthetician?
6.6 on scale of 1­10
10) How likeley would you be to use Muvai if it was endorsed by a dermatologist?
8.2 on scale of 1­10
11) Are you receptive and interested in makeup/ skin care companies that are run by personal
consultants and handled by multi level marketing? (Mary Kay and Scentsy are good examples.)
Yes: 29%
No: 71%
12) Please explain why you are or are not receptive and interested in personal consultant run
companies.
Receptive:
Personal level interaction (4)
Personalized for skin type (2)
Previous good experience (2)
Hands on testing (2)
Not Receptive
Too pushy (7)
Seems like scam (5)
Too hard to contact consultant
Not trusted in results (2)
Pricey (2)
Order requirements (3)
Would rather go to source
Prefers esthetician who knows needs
Not truely educated about skin and product effects (2)
Too many out there
Too complicated
Having to host a party
33

36. 13) Which platform is more appealing to you when viewing an advertisement?
TV: 28%
Blog/ Vlogs: 25%
Amazon: 5%
Billboards: 0%
Social Media: 41%
Email: 2%
14) What is your gender?
Female: 63
Male: 3
15) Where do you enjoy purchasing skin care products from?
Salons and spas: 33%
High end retailers: 31%
Online retailers: 9%
Dermatologist’s office: 9%
Products direct from website: 17%
16) How much are you willing to spend on your skin care products?
$0­$25: 30%
$26­$50: 47%
$51­$75: 12%
$76­$100: 9%
$101+: 2%
17) How much would you expect to pay for the product in the picture above? (Muvazi)
Average $66.48 on scale of $20­$135
18) How attentive are you to what is in your skin care products?
6.7 on scale of 1­10
19) How important are natural products to you and your skin care?
6.8 on scale of 1­10
34

37. 20) Where do you receive news and information about new products?
Advertisements: 15%
Social Media: 23%
In store: 17%
Friend recommendation: 45%
21) Which social media platform do you use most? (Choose 2)
Facebook: 78%
Twitter: 7%
Instagram: 54%
YouTube: 9%
SnapChat: 12%
LinkedIn: 3%
22) How often do you use social media?
Never: 2%
Once a month: 0%
2­3 times a month: 3%
Once a week: 0%
2­3 times a week: 9%
Daily: 86%
23) Would you like to see Muvazi on social media keeping you up to date on products and
specials?
Yes: 49%
No: 51%
24) What is your annual income?
$0­$35k: 60%
$36­$60k: 20%
$61­$100k: 13%
$101k+: 7%
35

38. Ashley Morrison, Olivia Bergmann, Katelynn Reed, Jessica Salaz
M U V A Z I
Background
Primary Research
New Products:
45% try products based on a friend recommendation, 23% based on social media
64% enjoy purchasing skin care products at salons, spas, and high end retailers
Importance of product quality was rated 9 on a 10 point scale
Advertisements:
41% prefers advertisements on social media, followed by 28% for TV/blogs
Social Media:
78% Facebook, 54% Instagram
36

39. Background
Secondary Research
Market outlook:
-Close to 9.8 billion dollars of the skincare market (109% increase since 2007)
Competition:
-Dermalogica Age Smart
-NuSkin’s AgeLoc’s
Ingredients:
-Many key ingredients contain numerous chemicals and alcohols (i.e. glycerin, butylene clycol, sodium hydroxide,
benzyl benzoate, fragrance, etc)
-Most natural ingredient is water
Situation Analysis
Muvazi offers a complete line of skincare products that offers more concentrated amounts of active
ingredients providing a higher efficacy rate in a shorter amount of time for the customer.
Muvazi believes in adding ingredients to their products to achieve substantial results rather than
simply meeting standards to include the ingredient name on a packaging label.
Challenges
Obtaining new customers
Creating return/loyal customers
Creating brand recognition
37

40. Core Problem/ Opportunity
Problem
Muvazi’s core problem is breaking into the oversaturated
skin care market in order to obtain new and loyal
customers to ensure sales.
Opportunity
Muvazi has the opportunity to set itself apart from other
popular anti-aging lines in being a natural, green product
with its specific Oat Beta Glucan System that is unique
and available at a reasonable and competitive price.
Goals & Objectives
Goal:
Be a relevant and successful competitor in the skincare market with substantial customer loyalty and
visibility by offering a unique product at a competitive price.
Objectives:
1) Create visibility to obtain new customers
2) Distribution in retail stores and spas
3) Promote brand recognition for loyalty
38

41. Key Publics
Consumers
20s- Preventive
30s/40s- Importance of treating changing/aging skin
50s- Wrinkle/spot treatment, importance of a regimen
60s- Treatment of existing wrinkles/blemishes
Key Publics
Key Retailers Local Spas
39

42. Key Publics
Dermatologists & Estheticians
Key Publics
Blogs Collaborations
40

43. Messages
20s- Crisp, Clean, Muvazi
30s/40s- Fast, Functional, Muvazi
50s- Renew, Repair, Muvazi
60s- Classic, Caring, Muvazi
Muvazi “Renew the skin you’re in”
vs
Olay “Love the skin you're in”
Strategies
❖ Create an individual and specific campaign for each target audience
❖ Create relationships
❖ Create brand awareness
41

44. Tactics
❖ Create and execute a media campaign
❖ Hire a social media intern and a skin care consultant
❖ Establish relationships with desired companies
❖ Offer online and YouTube bloggers sample or complimentary products to
review/recommend
❖ Register and attend various events
Social Media Example
42

45. Example
“Fast. Functional. Muvazi.”
Budget
Ad costs: $1000-3000
Video production: $1200
Copyright: $600/project
Air time/play: $125,000
Interview Focus Groups: $1740
Merchandise giveaways/contests: $7000
Student: minimum wage
Intern: $1000-2000/semester
Employee: $20/hour
Samples for bloggers: $49.99/each
Event registration: $500-$1500 quarterly
43

46. Calendar
Thank you
44