1. By: Tiffany Topper, Keenan
Kruskamp, Branden
Cultice, and Lindsey
Ringhand

2. Pinstripe, What is it?!

 Premium whipped shaving
cream for men
 unscented, whipped creamy
textured shaving cream that
can be used with or without
horsehair brush
 All organic formula containing
black fungus, natural oils
egg, and patented anti-formula
 key benefits
include, hydrating, anti-
aging, evens out
pigment, refreshing, and
anti inflammatory
 high quality, tough formula

3. Target Market

 Demographic
 Men, all ethnicities, 25-40, and single
 Upper-Middle and Lower-Upper, Income 100k+
 College graduate doctorate/masters
 Psychographic
 Career is first, ambitious, authoritative personality
 Very culturally oriented, and is very image conscious
 Daily user, heavy usage, strong loyalty to quality products
 Geographic
 USA, west and east coast, major metro areas
 Large cities with dense areas, both urban and suburban

4. The Art of Shaving

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5. Growth Environment

 Huge growth potential in an unsaturated market
 According to Drug Store News, “Men’s toiletries are
predicted to take over in 2013…and men’s skin care
will double in revenue from 2012-2016”
 Art of Shaving is a growing chain, they were bought
by P&G in 2009. they operate 93 stores and are
opening approximately 4 stores per month.

6. Product Strategy

 3-1 Product
 Pre-Shave, Shaving
cream, After shave.
 2 simple simple sizes
 3-oz. Travel Size, TSA
approved
 8.8-oz. Standard size
 Luxury product

7. Pricing
The Art of Shaving’s 3 step process

Pinstripe’s All in one offerings
Step 1 – The Pre-Shave
-Pinstripe Travel Size Shaving Cream
-Pre-Shave 3 oz. $30.00
2 fl. oz. $25.00 -Pinstripe Shaving Cream
-Pre-Shave Travel size 8.8 oz. $40.00
1 fl. oz. $16.00
Step 2 – The Shave Lush’s Offerings
-Shaving Cream Full Size -Razorantium Shaving Cream
5 oz. $25.00 8.1 oz. $24.95
-Shaving Cream Unscented Travel Size -Dirty Shaving Cream
1.7 oz. $17.00 3.5 oz. $13.95
-Shave the Planet Shaving Cream
Step 3 – The After Shave 7.9 oz. $24.95
-After Shave Full Size -Ambrosia Soothing Shaving Cream
3.4 fl. oz. $40.00 8.8 oz. $19.95
-After Shave Travel Size -Prince Triple Blossom Shaving Cream
1 fl. oz. $18.00 7.9 oz. $25.95

8. Distribution Methods

 Two pronged approach
 Partner with Art of Shaving in
their retail locations. We will serve
as the high-end product in the
store
 In cities that do not have Art of
Shaving stores, we will have a
counter at high-end department
stores such as Neiman
Marcus, Macy's, Nordstrom's, ect
 By selling Pinstripe in already
established channels we can rely
on the high-reputations
and knowledge staff
already existing at these locations.

9. Promotion

 Print Media
 GQ and Wall Street
Journal
 In store promotions
 Youtube and Celebrity
promotions. “Show your
Stripes”
 VIP, customer renewal

10. Pinstripe
