AI_FRM221_W5_A2_Short_Ashley

AI_FRM221_W5_A2_Short_Ashley

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  Ashley Short FRM 221:Brand Marketing Week 5 Assignment 2 Final Brand Plan COMPANY: Au Naturel Beauty INDUSTRY RESEARCH SUMMARY Company’s Industry The cosmetics industry can be broken down into six major categories, with the current leading category being skincare. The other categories include haircare, make-up, perfumes, hygiene products and oral care products. Consumers are coming to be more aware of the chemicals placed in their beauty products, and therefore many markets are offering fragrance-free products, using natural ingredients, and using essential oils. (“Breakdown of the Cosmetic Market Worldwide from 2011 to 2014, By Product Category.”) As stated by Statista, “The United States is the biggest cosmetic market in the world, with an estimated total revenue of about 56.63 billion US dollars.” This amount of revenue has steadily been increasing every year, and is projected to reach about 62.46 billion US dollars in 2016. In addition to the large revenues, the cosmetics industry also employs about 56,235 people in the United States. (“Revenue of the Cosmetics Industry in the United States from 2002-2016 (In Billion US Dollars).”) Competition Companies must compete for a spot on the shelf, and such competition includes well-known brands and similar generic unbranded products. Beauty markets outside of the dominating countries-United States and Europe-seem to be making their own impression in the industry. According to Statista, “Ethnic and cultural diversity shape consumers beauty rituals and product priorities.” Diversity and variety have come to be a new aspect of the beauty industry. The leading companies throughout the global market for the beauty industry include L’Oreal, Beiersdorf, Johnson & Johnson, Avon and Estee Lauder. (“Breakdown of the Cosmetic Market Worldwide from 2011 to 2014, By Product Category.”)
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   Urban Decay This brand produces cosmetics for eyes, lips, face and body. Urban Decay launched their company in January 1996, as the cofounders discovered a color void in the industry. At the time, hues of pink, red and beige dominated the beauty market. The brand launched with ten lipsticks and twelve nail enamels, and the colors were inspired by urban landscape. The brand has now evolved into a large competitor in the beauty market, with best-sellers including eye palettes and eyeshadow primer. Their founders knew that consumers craved alternatives, which has assisted them in their growth. Their products are now offered in major retailers, such as Macy’s, Ulta and Sephora, as well as retailers globally in Canada, France, United Kingdom, Italy, Spain, Singapore and the Middle East. (“About Us.”)  Smashbox  Smashbox Cosmetics was founded in 1996 by Dean and Davis Factor, who also are the great grandsons of renowned makeup artist legend Max Factor. According to their website, they are the “only beauty brand that is born out of a real photo studio-the legendary Smashbox Studios in LA.” Their goal was to create a product that can produce a gorgeous look that is suitable for wear for both everyday life and the professional life. Their best-sellers include the now-legendary Photo Finish Foundation Primer, foundations, powder and lipstick. (“Smashbox Story.”)  L’Oreal  This brand is known as one of the leaders in the cosmetics industry. They are currently being sold throughout 130 countries spanning over five continents. They have devoted their brand for more than a century to beauty and meeting consumers’ beauty desires. Their products include haircare, skincare and makeup. (“History.”) Related Industries
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  When one thinksof cosmetics, generally they first think of make-up. Related industries also include skincare, oral care products, hygiene products and perfumes. (“Breakdown of the Cosmetic Market Worldwide from 2011 to 2014, By Product Category.”) o Skincare: Many consumers utilize various skincare products, such as face cleaner, eye cream, and anti-aging creams, before applying their cosmetics or at the end of the day and removing their cosmetics. o Oral Care Products: Consumers use oral care products every day to have healthy teeth and for whitening. o Hygiene Products: Consumers use hygiene products every day in their beauty regimen, whether it is haircare, soap and deodorant. o Perfumes: These products are also used with many women consumers and their beauty regimen. Consumers care about their hygiene and appearance, and use perfumes to smell attractive. BRAND PLAN Core Values  Quality We provide the best quality product for our consumer. Our products are produced with the best ingredients on the market, and tested to ensure that our products are safe for our consumers.  Invent ive We push the limits and discover new ways to create our products. Our goal is to produce unique products exclusive to our brand, and be innovators in the beauty industry. Our company is committed to continuously expanding our knowledge to grow our brand.  Passion We are committed to our consumers and the beauty industry. We want to produce products that will help our consumers to succeed and give them self- confidence. Our passion is also to understanding our consumers, learning their cultures and traditions, listening to their feedback and meeting their needs.
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  Core Message We arepassionate about providing quality and inventive products that are kind to our consumers, as well as the environment. Brand Personality  Narrat ive Au Naturel Beauty is a high-end cosmetics line that suits all skin types and colors. Colors of cosmetics can be worn for all occasions, with warm, neutral colors and bright, fun colors. The cosmetics are made of natural ingredients and gentle on the consumer’s skin. Products are made so that the consumer can wear for many hours while still looking fresh.  “I Am” St atement I am beautiful and sophisticated. I am diverse. I am suitable for all occasions, and can be subtle for daytime and bold for evening. I am gentle and kind. I am colorful and fun, but can also be warm and inviting. I am committed and can last for many hours, while still being fresh. BRAND IMAGERY Proposed Logo Concepts  Design #1
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   Design #2 Design #3
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   Final Logo PRODUCTCONCEPT Product Description Au Naturel Beauty produces cosmetics that are made of organic ingredients and recycled packaging. Products will include skin care merchandise, such as face wash, eye cream, BB cream, rose water and toner, and will also have cosmetic merchandise, such as lipstick, eyeshadow, mascara and blush. Packaging will depend on the type of merchandise inside, and will vary from squeeze tubing, jars, spray bottle, pump bottles and the cosmetic tubing. Skin care packaging will be a fun, bright and girly color-pink. This colored
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  packaging will attractthe consumer’s eye and match well with the pink in the logo, and also will contribute to the brand personality. Packaging for the makeup will be a sleek black color with the logo being a nice contrast against it. The font in the logo is a flowy handwritten type, and compliments the butterfly in the logo nicely. All of these components will pull together to look chic, sophisticated and a product consumers will want to purchase. Product Visual
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  PRODUCT MARKETING Direct Mail Concept #1
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   Concept #2
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   Concept #3 Eachof the direct mailers shown above portray beautiful women on the front side with the brand’s logo. The front of the mailer is meant to be simple and attract women of all ages. The back of the mailer is where the information about the brand is. There is a brief description of the brand, product imagery, and social media advertising.
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  CITATIONS “About Us.” UrbanDecay. Web. 7 June 2015. http://www.urbandecay.com/aboutus/about-us.html “Breakdown of the Cosmetic Market Worldwide from 2011 to 2014, By Product Category.” St atista. Web. 7 June 2015. http://www.statista.com/statistics/243967/breakdown-of-the-cosmetic-market- worldwide-by-product-category/ “Cosmetics and Beauty Logos, Customized for Free.” 99 Designs. Web. 21 June 2015. https://fr.99designs.be/readymade/logos/industries/cosmetics/page/9?v=c “History.” L’Oreal. Web. 7 June 2015. http://www.loreal.com/group/history.aspx “Lotus Flower Symbolism.” Lot us Flower Meaning. Web. 21 June 2015. http://www.lotusflowermeaning.net/symbolism.php “Paisley Swirl Olive Clip Art.” Clker.com. Web. 21 June 2015. http://www.clker.com/clipart-paisely-swirl-olive.html “Revenue of the Cosmetics Industry in the United States from 2002-2016 (In Billion US Dollars).” St atista. Web. 7 June 2015. http://www.statista.com/statistics/243742/revenue-of-the-cosmetic-industry-in- the-us/ “Smashbox Story.” Smashbox. Web. 7 June 2015. http://www.smashbox.com/studio-buzz/smashbox-story/ “Wallpaper Clipart Lotus.” Clip Art Best . Web. 21 June 2015. http://www.clipartbest.com/wallpaper-clipart-lotus