bh cosmetics
about bh current situa tion our objectives crea tive solution
about bh
Cosmetics distributor based out of California that
brush and tool sets sells solely through the website (bhcosmetics.com)
Offers eyeshadow, lip color and concealer palettes, Fullls the consumers need for a large amount of
quality product at an optimum price
products
current situa tion
current situa tion
SWOT Analysis Industry Analysis Market Analysis Competitive Analysis Consumer Research
swot anal ysis
OPPORTUNITIES: STRENGTHS:
Large number of colors in palettes Inexpensive Highly pigmented
Establish BH in the high quality low price market Work together with consumers to create a respected reputation Fulll need for high quality, large amount of product for a low price
WEAKNESSES: Lack of colors for ethnic skin tones No brand identity
THREATS: Other companies own day to day makeup category Self-made color palettes
industry anal ysis
Extremely diverse and competitive market Covergirl, MAC, Clinique and hundreds of others Cosmetics industry worth $20 billion in the U.S. Green movement in the newest/most prominent trend organic products and green packaging
market anal ysis
Current customers are a serious makeup people More than just day-to-day wearers Use BH to get creative Invested in makeup choices and purchases Find the relatively inexpensive line to be pricey
High quality, low price, wide variety No animal testing Refund with dissatisfaction Mostly women but small portion of men such as makeup artists and people in theater Quality and variety are most important while price is less important Customers between ages 20-35
competitive anal ysis
Brand Strengths Weaknesses
MAC
professional, high quality, variety, constantly expensive, extensive process to build updating themes and colors palettes variety of colors, highly pigmented, shockresistant packaging, create palettes that arent just one product the products do what they say they will, products last a long time can buy preset palettes or single colors, extremely attractive casing very expensive, extensive process to build palettes dont have many options, products cater more to the technical parts of makeup rather than the creative aspects single colors are expensive, lack of variety in colors
Yaby
Benet
Urban Decay
research survey
Goal was to gain information about the target audience
and their thoughts on BH and the competition
Online survey 17 questions 102 respondents
resul ts
Consumers nd the price and variety of colors the most
appealing aspects of BH
Consumers dislike the lack of mirror in BHs palettes, the inability
to purchase their products in stores and lack of variety in products
Consumers like BHs competition because of the variety of
price points, long lasting makeup, high quality makeup
products offered and the ability to purchase in department stores and cosmetic retailers
Consumer needs: convenience, variety and choice, reasonable
t arget profile
our objectives
objectives
Reinvent the brand image Increase awareness of BH Reach target audience in a cost efcient manner Generate buzz and increase sales
crea tive solution
crea tive solutions
Creative Brief Creative Executions Media Plan
pigment leadership
be colorful every da y
crea tive goal s
Expand the list of products to encompass all aspects of
beauty and cosmetics more to its collection
To compete with others in the industry, BH must add
The consumer benets from BHs variety of highly
pigmented colors for a low price
They should believe this because good things
come in big packages - the product is made from some of the best ingredients and is packaged in large amounts because the consumer should have the option to be colorful every day. seeking | glam rock | risky | express who you are without the permanence of a tattoo | dont focus on being pretty, so much that you begin to act ugly
Tone and image: spunky | loud | bright | attention
bh cosmetics
bh cosmetics
bh cosmetics
bh cosmetics
bh cosmetics
bh cosmetics
bh cosmetics
Client Spot 30 Seconds
Title Job #
Be Colorful, BH 1
Shot 1: Club , 5 seconds Music: Rihanna Whos That Chick?
Shot 2: Sleepover, 5 seconds Music: Rihanna Whos That Chick?
Shot 3: Cab to Date, 8 seconds Music: Rihanna Whos That Chick?
Shot 4: Getting Ready to Go Out, 4 seconds Music: Rihanna Whos That Chick?
Shot 5: Class Period 5 seconds Music: Rihanna Whos That Chick?
Shot 6: Logo and Slogan, 3 seconds SFX: Swoop in, Woosh Woosh, Glitter
Mirror
Sturdier Hinges Logo
50 Sliding Palette
20 Shock Absorbing
50
media plan
Geographic Weight
City
New York City Los Angeles Chicago Philadelphia Dallas/Forth Worth San Fransisco Boston
Population of Target Consumer
952,700 812,000 460,100 382,600 316,900 293,600 309,800
Optimum potential reach: 5,292,400 women between the age of 18 and 24 Ideal frequency: 3 exposures per consumer
January
week of TV- The CW TV- E! Entertainment TV- MTV TV- Style TV- Bravo Print- Seventeen Print- Teen Vogue Print- Cosmo Print- InStyle Print- Allure Print- Nylon Dept Store Counters Begin selling at Sephora Begin selling at Ulta Pop Up Stores Street Stickers Subway Ads Nicki Minaj Promo
February
March
April
May
Jan 2, 2010 9, 2010 16, 2010 23, 2010 30, 2010 6, 2010 13, 2010 20, 2010 27, 2010 6, 2010 13, 2010 20, 2010 27, 20103, 2010 10, 2010 17, 2010 24, 2010 1, 2010 8, 2010 15, 2010 22, 2010 29, 201 Jan Jan Jan Jan Feb Feb Feb Feb Mar Mar Mar Mar Apr Apr Apr Apr May May May May May
June
TV- The CW TV- E! Entertainment TV- MTV TV- Style TV- Bravo Print- Seventeen Print- Teen Vogue Print- Cosmo Print- InStyle Print- Allure Print- Nylon Dept Store Counters Selling at Sephora Begin selling at Ulta Pop Up Stores Street Stickers Subway Ads Nicki Minaj Promo
July
August
September
October
Jun 5, 2010 12, 2010 19, 2010 26, 20103, 2010 10, 2010 17, 2010 24, 2010 31, 2010 7, 2010 14, 2010 21, 2010 28, 2010 4, 2010 11, 2010 18, 2010 25, 2010 2, 2010 9, 2010 16, 2010 23, 2010 30, 2 Jun Jun Jun Jul Jul Jul Jul Jul Aug Aug Aug Aug Sep Sep Sep Sep Oct Oct Oct Oct Oct
November
TV- The CW TV- E! Entertainment TV- MTV TV- Style TV- Bravo Print- Seventeen Print- Teen Vogue Print- Cosmo Print- InStyle Print- Allure Print- Nylon Dept Store Counters Selling at Sephora Begin selling at Ulta Pop Up Stores Street Stickers Subway Ads Nicki Minaj Promo
December
Nov 6, 2010 13, 2010 20, 2010 27, 2010 4, 2010 11, 2010 18, 2010 25, 2010 Nov Nov Nov Dec Dec Dec Dec
budget breakdown
8% 2%
20%
BUDGET: 20 MILLION DOLLARS
45%
25%
Broadcast
Print
In-Store
OOH
PR/Promotion
be curious. bh. any questions?
