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Maybelline, Creative Strategy
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Ysabel Camus
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This presentation includes the insight and creative strategy for Maybelline Mascara.
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Maybelline, Creative Strategy
1.
Maybelline KELLY LATI YSAY CAMUS ANTON
ESTEBAN
2.
BACKGROUND DARE TO BARE ROLE
OF MAKEUP CURRENT SITUATION DARE TO WEAR
3.
PROBLEM NOT YET 1here.
4.
PROBLEM MAKE IT RELEVANT
5.
Target Market DEMOGRAPHIC PSYCHOGRAPHIC 18-28 YO female C1,
B WHY MAKEUP BEHAVIORAL EVERYDAY
6.
Insight “It's not about
creating a mask, it's about bringing out the inner you.”{ }
7.
PURPOSE GIVE CONSUMERS WHAT THEY
WANT. LET THEM BRING OUT THEIR INNER BEAUTY.
8.
Strategic Message If you
want your inner you to shine through, use Maybelline mascara. { }
9.
Leverage DELIVERS ITS PROMISE DELIVERS
ITS PROMISE
10.
Leverage physical beauty? WE SELL INNER
BEAUTY.
11.
TAGLINE “REVEAL WHAT’S REAL.”
12.
13.
Conclusion IN THE SEARCH FOR
BEAUTY, INNER BEAUTY HAS BEEN FORGOTTEN.
14.
We found it! [in
a hopeless place]
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