The document presents an advertising strategy for Deusa, a line of eyeshadow made from natural dyes and organic oils targeted at women ages 20 to 35 in Brazil. Deusa eyeshadow is meant to last long, nourish skin, and come in various colors to suit different skin tones. The strategy proposes promoting Deusa as allowing women to look glamorous and keep their skin nourished daily through its long-lasting formula and skin-friendly ingredients.

1. Advertising Strategy Statement
Presented by Team #7: José Augusto Amorim, Hitesh
Malhotra,Adebayo Olaribigbe, Amit Phulwani, Erlinda
Shaw

2. Strategy Format
Brand Name: Deusa (Goddess in Portuguese)
Product Description: Deusa is a range of eye shadow, made out of natural dyes and
organic oil. Deusa is gentle on skin and comes in several colors to match any type of
skin.
Country: Brazil
Hofstede score:
Power 69
Distance
Individuality 38
Masculinity 49
Uncertainty 76
Avoidance
Long Term 65
Orientation
Benefits: Long Lasting, nourishes skin
Target group: Between 20 to 35 years old women. Primarily
young professionals and fashion-oriented people
Tone/Character: Confident and sexy

3. Support for the proposed strategy:
 $28 billion industry
 World’s third largest market
 Make-up means beautiful
 Customers look at fairly long-term orientation - sustainability
 Average purchasing power, ability to purchase expensive cosmetics is limited

4. Glamurosa
todo dia!
Look glamorous and keep your
skin nourished with Deusa,
a new range of Eyeshadow.
Made with natural dyes and organic
oils, Deusa lasts longer and prevent
fine lines. Stay glamorous all day.