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Moisturizer, cleanser, facial wipes.
Founded in 1960 in United Kingdom.
Brand equity built on the fact the product line does
not contain harsh irritants, perfumes or dyes.
Owned by Unilever, a global consumer product
company headquartered in England.
Today, Simple is the leading skincare line in the
Simple Skincare products contain added vitamins
such as Vitamin B5, and natural ingredients such as
Aloe Vera to restore, soften and smooth all skin-
types including sensitive skin.
Brand positioning: focuses on the skincare line as
the best product for women with sensitive skin.
February 2012: Simple brand is launched in the
Price range of $5.99 to $12.99
Available for purchase at major retail and drug
stores such as Target, Wal-Mart, CVS and
Hope Solo, professional womens soccer player
signs on as U.S. Simple brand ambassador
Among active young women who prefer natural-
based beauty products, Simple Skincare is the line
of affordable facial care products that does not use
any harsh chemicals or irritants so that women with
all-skin types, including sensitive skin, can have
balanced and beautiful clean skin.
History of success in U.K
Major retail distribution via Unilever
New product = no previous negative consumer
Could fill a void since no other skincare product
specifically created for women with sensitive skin
Skincare category market saturation.
Skincare is a high-involvement product decision for
most women, and consumers are often very brand
loyal to their established skincare routine.
Poor shelf positioning at retail.
Lack of brand awareness.
All competitors have product lines targeted for sensitive skin.
Priced in the same range and sold in the same retail space.
Olay is one of the most recognized brands in the world.
Simple’s Target Market
White women aged 18-49
Works in office, interested in fashion and staying in
shape through fitness.
Large percentage have children aged 6 to 11
Build brand awareness for the Simple brand in the
Create the image of the Simple brand as the
preferred skincare line for women with sensitive
Increase sales of the Simple brand.
Develop a database of customer mailing and email
Develop brand associations with fitness and stylish
lifestyle and the Simple brand.
Implement a national brand sampling effort.
Create a Sensitive Skin online application to
capture consumer information.
Engage fashion-conscious consumers with the
Simple brand through a social media platform and
Promote Simple as a corporate responsible brand
that gives back to the community at-large.
Create word-of-mouth buzz about the brand by
implementing a Simple brand ambassador program.
Entice first-time customers to try the brand by using
Beauty Made Naturally Simple: Nurture
Your Sensitive Side.
Focus on good skin, personal style and a healthy
“Nurture Your Sensitive Side” reinforces the
connection to Simple and sensitive skin, as well as
conveying that this campaign is targeted towards
women and encouraging them to make time to take
care of themselves.
Simple brand sampling events at LA Fitness clubs
“Simple White Tee Style” Contest held on the
Simple brand Facebook page and website.
In-store Simple Style and Living Promotional Event
Simple Bloggers featured in advertisements and
product discount coupon
1) Simple brand sampling events
L.A. Fitness, national fitness club operator shares
similar target market to Simple = Fitness brand
Sample size Simple moisturizing facial wipes
distributed with product info handout
Simple brand ambassadors wearing Simple White
Tee (“I Am Sensitive”)
Ipad Sensitive Skin Test and consumer email info
collected on site.
2)Simple White Tee
How do your style a basic White T-shirt?
Bloggers (fashion and Mommy) to act as brand
ambassadors and judges
Entries on Simple’s website
Sharing and voting on Facebook
Prize= Four geographic winners win $1,000 shopping
spree accompanied by blogger.
Each entry = donation to Dress for Success up to $100K
3) In-store Style and Living
Simple brand bloggers to host in-store events
featuring style and living tips.
Simple dermatologist available to answer skin
Simple brand ambassadors distribute branded
water bottles to those who take the Simple Sensitive
4) Bloggers in
Advertising and Printed
Coupon Each blogger will be featured in a print advertising
campaign wearing a White Simple T-shirt with the
tagline “I am Sensitive.”
Coupon offering $1 off Simple Product
Glamour & Fitness magazine
(ABC Family, E!,
lifestyle tips etc)
Fitness brand association will help differentiate
Simple from its competitors
Sensitive Skin test and Brand Ambassadors will
create brand credibility
Brand sampling and coupon to encourage first-time
purchases and repeat purchases.
Bloggers and content marketing= awareness and
Ad campaign personifies the brand