1. Leanani
Campaign Road Map
April 2016

2. Table of Contents
1. Market Size
2. Demographics
3. Competitors
4. The Unique Selling Proposition
5. Marketing Strategy

3. “ You can have all the facts and figures, all
the supporting evidence, all the
endorsement that you want, but if at the
end of the day you don’t command trust,
you won’t get anywhere.”
Neil FitzGerald (2001)
Former CEO of Unilever

4. Brand trust is critical for brand success.
• 83% will recommend a brand to other people when they trust it.
• 82% will use the products & services frequently
• 78% will look to it first for the things they want
• 78% will give its new products and services a chance
• 47% will pay more for its products and services

5. Market Size

6. Marketplace Potential
•The US is the biggest beauty/personal care
market in the world.
•The US cosmetics market is estimated to
exceed $62 billion in 2016.
•$17.3 billion was generated by online and
mail order sales in 2013.
•23.1% of women in the U.S. are ages 12–18

7. Market Trends
• According to Mintel’s Color Cosmetics US 2015
report, one of the latest trends driving interest in
the category is bold, groomed brows, with 25% of
American women using eyebrow pencils and one
in five women wearing eyebrow make-up on a
regular basis
• In line with the bold and defined eye trend, multi-
outlet (MULO) sales of eye liner have grown by 5%
since 2014, with long-lasting results and precise
application driving strong segment gains.

8. Market Buzz About Japanese Cosmetics
“I love how the brand's focus on
perfection, perfect lips, perfect
eyeliner, perfect lashes.”

9. Teen Trends in the Beauty Industry
• Teens want value, but not at the expense of quality
• Prestige is important, this generation likes high-end brands
• In a national survey among teens, MAC was one of the top five most-cited brands,
highest in prestige, and many respondents expressed a desire to buy more or plans to
increase their purchases as their disposable income rises
• 80% believe “value” and “product quality” to be the most important factor in a brand
• 40% frequently or almost always shop at mass merchant stores like Target, Wal-Mart,
CVS and Walgreens
• 30% frequently shop at multi-brand beauty stores like Sephora, Ulta, Blue Mercury
and Sally Beauty

10. Demographics

11. Target Audience
● Teen Girls Age 12 -19
– Obsessive about sharing information via social media
– Equally as interested in discovering information as they
are sharing it
– Prefer content that’s delivered in real time
– Want to participate and be involved
– Often egocentric
– Care about what other people are thinking

12. What Teen Girls Are Saying
Why Do They Wear Makeup?
When asked, teens didn’t say they wear makeup to feel older, more mature, or
trendy. They wear it to feel pretty and confident. However, they prefer a lighter, airy
look.
Dirty Habits
According to the survey, teen girls purchase new makeup at least every six months.
Samples, please!
While influence from mothers and friends encourage product choice and purchase
more than advertising, girls want to see firsthand what the makeup can really do for
them.

13. What Mom is Saying
Au-natural
Mothers don’t mind if their daughters wear makeup as long as the look is “light.”
They prefer products such as mascara, eye shadow, and lip-glosses.
Monthly Allowance
Mothers are willing to spend an average of $13.54 a month on makeup for their
daughter, more if coupons and savings are involved.
Samples Please!
Samples highly influence their purchasing decisions.

14. Teen Digital Trends
● Teens don’t read top websites (73% don’t read Buzzfeed, 96% don’t read
Gawker or Mashable)
● 72% of teens use Facebook messenger as a top
communicating tool (only 20% use GChat)
● 65% use SnapChat; teens are obsessed with video
● 97% use YouTube
● 77% of high school seniors reportedly using Pandora
● Teens don’t have their own money - so savings and price are important

15. Competitors

16. • Extensive line of liquid eyeliners and eyebrow products ranging
from $16 to $23
• MAC has created a new type of store to appeal to Millennials
and Generation Z.
• YouTube makeup tutorials
• Uses social media to announce new
products, post articles, behind the
scenes coverage of events and
customer service

17. • Multiple liquid eyeliners and double ended products ranging
from $4.49 to $9.99
• New campaign marketed towards
females between 12-18 with celebrity
models such as Katy Perry and Taylor
Swift
• Glamorous and affordable girl next door
look
• Very engaging on social media. Interesting
and relevant content.

18. • Large amount of eyeliner and eyebrow products ranging from $4.42 -
$9.99
• Celebrates individuality and confidence while making a bold
statement
• Bringing together cosmetics and the
fashion industry
• Owned by L’OREAL
• Uses social media for customer service
and to promote new products

19. “What we realized is that we shouldn’t create just one piece of content that will
be relevant to the majority of people. “Instead we’re creating many different
assets that address the specific needs of consumers.”
Former L’Oréal CMO Marc Speichart
• Large amount of eyeliners and eyebrow
pencils, including the Brow Stylist Sculptor
3 in 1 Eyebrow Pencil, ranging from
$6.50 - $14.99
• High-end, bold and daring look
• Uses social media primarily to display
featured looks

20. • Youth oriented
• Very affordable
• All products and kits are
under $10
• Promotes bright eyes and bold brows
• Encourages customers to submit their selfies
• Offers coupons on social media

21. • Bold, bright colors
• Promotes individuality
• Edgy
• Dangerously fun
• Uses social media for customer service and to
announce new products and post articles

23. Unique Selling Propositions
•An attainable and affordable product
for all young women from Japan
endorsed by Miranda Kerr
•Compact 3-in-1 Eyebrow pen,
sponge, and brush.
•Long-lasting eye makeup that won’t
smudge
•Liquid liner with a fine-point brush

24. Marketing Strategy

25. The U.S. Digital Teen
Digital teens were born into
a digital world
They live digital
They grew up digital

26. The U.S. Digital Teen is Highly Connected

27. U. S. Digital Teens are selective with Content

28. Digital teens are broadly connected
and highly selective
So what are the drivers of their digital
behavior?

29. U.S. Digital Teen Drivers
Excite - They want fun games and content that gets them
pumped!
Explore - They like to explore what famous people are doing in
their lives, what products they are using etc.
Express - They use the internet as a way to express themselves
Connect - They use social media to connect with friends and
family
Manage - They self-monitor their social and digital usage to
ensure it balances out with school and other activities
Support - They go to the internet to get advice and seek support

30. Strategy
Awareness
• Build brand awareness via omni-channel campaign
Engage
• Excite and engage consumers via digital pull through
Convert
• Convert consumers and motivate them to action via savings and
offers
Expand
• Expand market opportunity via retail distribution
Strategy

31. Strategic Road Map
EXCITE
TEEN GIRLS
ABOUT
LEANANI
CONNECT
WITH TEEN
GIRLS AND
CREATE A
DIGITAL
EXPERIENCE
THEY WANT
TO BE PART
OF
ENCOURAGE
CUSTOMERS TO
EXPRESS AND
SHARE

32. CONTENT
STRATEGY
SUBSTANCE
STRUCTURE
GOVERNANCE
WORKFLOW
Your content
strategy is
essential for
defining where
you will focus
your efforts to
improve
substance,
workflow,
structure and
governance of
content.
It must clearly
define what you
will and will not
do
What is your
story, brand
elements,
voice, tone
Determining content
organization,
categorization,
structural elements
Where your
content is living
How your
content can be
leveraged
across
platforms
Content is Key

33. •Display ads with
strong call to action
•Customer Service
•Sample Boxes
•Surveys
•Social Media
•Influencer Outreach
•Blog Content
•Video/E-detail content
•Expert blog content
•Landing page
optimization
•Ecommerce
•SEO
•PPC
•Affiliate
•Influencer Outreach
•TV
Reach Act
ConvertEngage
Brand Strategy

34. Leanani will develop a website for
teens where they can purchase the
product, get samples sent to their
house, post videos of their makeup
routines, have questions answered by
beauty consultants, and learn about
new trends and “how-tos” in makeup
application. This site will also be
available on a mobile platform.
Teen Website

35. Leanani Teen App
In this app, girls will be able to
upload a picture of themselves
and try on the products. While
seeing themselves with different
looks, girls can get a feel of the
products they may be interested
in buying or sampling.

36. Technology is a main factor in the
everyday lives of girls within our
target markets. Social media will
encourage interaction between
Leanani and the target market
through online conversations. Every
month Leanani will send out a
package of select makeup products
to the top twenty influential teen
bloggers and vloggers who will
write or record videos based upon
their experience.
Influencer Outreach

37. Leanani At the Prom
Leanani will assemble a team of hair and
makeup artists to surprise a number of high
schools from the first weekend of April to the
second weekend of June. The afternoon before
the event, the females at the selected schools
will have the chance to come to the Leanani
sight (located at their school) and have their
hair and makeup done for free.
Mothers and sisters of the girls are also invited
so they can look just as good with their
daughters and sisters in pre-dance photos.
The make-overs will be videotaped for
YouTube and can be streamed on Periscope

38. Coupon Ads
Leanani will leverage digital ads to
offer online coupons with strong
offers to drive teen girls to the site
to purchase the product.

39. Social Media
Social Media will be leveraged to create an engaging
relationship with the Leanani girl.
How to videos, Contests, and Testimonials will be
leveraged.
In addition, Miranda Kerr will be leveraged via social
media to help create buzz with her following.

40. Back to School Campaign
Develop a back to school campaign
for Leanani highlighting teen
makeovers and how you can pair
your makeup look with your new
school outfits.

41. A Variety of Social Media Platforms will be Leveraged
Facebook is not enough. Leanani
will need to leverage YouTube,
Pinterest, Yik Yak, Twitter,
Snapchat, Periscope, We Heart It,
Vine, Tumblr

42. Package Design
Package design should be brightly colored to grab attention
and have a “cute” appeal to attract a younger market.
Create a Leanani kit: Include either eyebrow pencil and
eyeliner or eyebrow pencil and mascara. 3 kits for blonde,
brunette, and black hair colors. Package in easy-to-carry
case for easy travel.
Some competitors to look to for packaging inspiration:
TonyMoly, Too Faced, Urban Decay, and Etude.

43. Package Design Continued
Include makeup looks and brief
how-tos with packaging.
Example shown: Too Faced
Stardust Eyeshadow Pallette guide.

44. Roadmap to Success Timeline
Step 6

45. Operations - Road to Success

46. Operations - Flow Chart to Success