maybelline color splash product pitch
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Maybelline Color SplashMaybelline Color Splash
Team CosmoChic: Team CosmoChic:
Cheryl NeohCheryl NeohAlisson SandovalAlisson Sandoval
Erica SwallowErica Swallow
““Express yourself in Express yourself in ccoolloorr””
AgendaAgenda
Color Splash AssessmentColor Splash Assessment
Target SegmentTarget Segment• Women 15-34Women 15-34
CompetitorsCompetitors• Mass market fragrancesMass market fragrances
Advertising ClaimAdvertising Claim• ““Express yourself in Express yourself in ccoolloorr””
Brand Mission StatementBrand Mission StatementCompetitive AdvantageCompetitive Advantage• Emotions inspired by colorEmotions inspired by color• Customization and personalizationCustomization and personalization
Brand ValueBrand Value• Accessibility, urban chic, science of beauty, innovationAccessibility, urban chic, science of beauty, innovation• Innovation, personalization, and color strengthsInnovation, personalization, and color strengths
Product ValuesProduct Values• Customization, multi-functionality, and accessibilityCustomization, multi-functionality, and accessibility
Story Line: Crimson DevotionStory Line: Crimson Devotion
Starter Ideas for VisualsStarter Ideas for Visuals
“Big Apple”, Macy’s, Rockettes, Chinatown lanterns, red carpet, MoMA artwork, Coney Island tower, neon signs, red wine, roses, rubies
Fragrance IngredientsFragrance Ingredients
Spicy floral notes: rose, carnation, cardamon, hint of chili
Spokesperson FeaturesSpokesperson Features
Intense, sophisticated, romantic, passionate, seductive, alluring, sexy, sensual, warm.
Her Relationship to the CityHer Relationship to the City
I’m in love with New York.
Product DesignProduct Design
• Eye-catchingEye-catching• ColorfulColorful• ElegantElegant• SophisticatedSophisticated• PlayfulPlayful• Feminine silhouetteFeminine silhouette• Mini accessoryMini accessory
Product Design InnovationsProduct Design Innovations
• HingeHinge cap cap
Product Design InnovationsProduct Design Innovations
• NoC Invisible Dip TubeNoC Invisible Dip Tube
Color Splash Customization KiosksColor Splash Customization Kiosks
• Custom fragranceCustom fragrance• Special edition bottlesSpecial edition bottles• Personalized namePersonalized name• Profile creation optionProfile creation option
• User-friendly designUser-friendly design
• Pay at kioskPay at kiosk• Order saved onlineOrder saved online
Communication CampaignCommunication Campaign
Traditional MediaTraditional Media• Print / Television AdvertisementsPrint / Television Advertisements
Non-Traditional MediaNon-Traditional Media• Interactive Online websiteInteractive Online website
• WebisodesWebisodes• Personality quizzes for scent customizationPersonality quizzes for scent customization
Social Networking SitesSocial Networking Sites
Color Splash Collection Color Me Color Splash Webisodes My Scents
Express yourself in ColorExpress yourself in Color
Is This Feasible? Is This Feasible?
Maybelline’s Existing Consumer Profile Maybelline’s Existing Consumer Profile • Trendy, confident females, ages 15-34 yearsTrendy, confident females, ages 15-34 years
• High quality cosmetics at reasonable pricesHigh quality cosmetics at reasonable prices
Maybelline’s Core CompetenceMaybelline’s Core Competence• Color authority and innovative imageColor authority and innovative image
Fragrance MarketFragrance Market• U.S. fragrance market: $3.3 billion (2007)U.S. fragrance market: $3.3 billion (2007)
Focus Group FindingsFocus Group Findings
YES!YES!
Focus Group RavesFocus Group Raves
I am a very I am a very emotional person emotional person and the idea of and the idea of using a scent as using a scent as a a reflection of my reflection of my emotionsemotions sounds sounds cool! cool!
- Joanna, 22 - Joanna, 22
A sample tray would encourage me to buy the kit of A sample tray would encourage me to buy the kit of all seven fragrances and experiment at home. It all seven fragrances and experiment at home. It would be lovely to be would be lovely to be in control of what I put on my in control of what I put on my skinskin, and to be able to make something sweet-, and to be able to make something sweet-smelling and smelling and infused with love for presentsinfused with love for presents..
- Weily, 18- Weily, 18
Many fragrances are Many fragrances are pretentious and I believe that pretentious and I believe that Maybelline Color Splash is Maybelline Color Splash is trying to trying to eliminate that eliminate that pretentious, hoighty-toighty pretentious, hoighty-toighty attitudeattitude associated with associated with women’s fragrance. The names women’s fragrance. The names are charming, yet fun. are charming, yet fun.
- Maria, 21- Maria, 21
Message Strategy Message Strategy
Key IdeaKey Idea• Inspire a personal connection to the brand through Inspire a personal connection to the brand through
fragrance customization fragrance customization
Communication ExpectationsCommunication Expectations• Appeal to existing Maybelline consumersAppeal to existing Maybelline consumers• Showcase Maybelline’s core competency in a new Showcase Maybelline’s core competency in a new
marketmarket
18 months
24 months
International Marketing StrategyInternational Marketing Strategy
12 months
A Closer A Closer LookLookLatin
AmericaEurope Asia
Mobile
Subway
Customizability
Affordable, quality product
Fun with fragrance
Freedom to
accessorize
OOH Magazines Internet Television
““Express yourself in Express yourself in CCoolloorr””
Questions?Questions?
Appendix I: Color ChartAppendix I: Color Chart
Carefree CobaltCarefree Cobalt
Champagne DarlingChampagne Darling
Crimson DevotionCrimson Devotion
Little Black BottleLittle Black Bottle
Playful in PinkPlayful in Pink
Silver StarletSilver Starlet
Viva VerdeViva Verde
Appendix I: Color ChartAppendix I: Color ChartCarefree CobaltCarefree Cobalt
Starter Ideas for VisualsStarter Ideas for Visuals
Hudson River, Blue sky, ACE trains, on a ferry, fountains
Fragrance IngredientsFragrance Ingredients
Fresh simple notes: Iris, orchids, ocean breeze
Spokesperson FeaturesSpokesperson Features
Goes with the flow, care-free, down-to-earth, natural, calm, rhythmic, intelligent, self-reliant, self-assured.
Her Relationship to the CityHer Relationship to the City
I breathe New York.
Appendix I: Color ChartAppendix I: Color ChartChampagne DarlingChampagne Darling
Starter Ideas for VisualsStarter Ideas for Visuals
Taxi Cab, Broadway lights, street divider, champagne, gold jewelry
Fragrance IngredientsFragrance Ingredients
Champagne, lemon, mandarin blossoms, chrysanthemum, apricot
Spokesperson FeaturesSpokesperson Features
Glamour, luxury, radiant, diva, hails cabs, Broadway VIP seats, champagne after-parties
Her Relationship to the CityHer Relationship to the City
Living the high life in New York.
Appendix I: Color ChartAppendix I: Color ChartCrimson DevotionCrimson Devotion
Starter Ideas for VisualsStarter Ideas for Visuals
“Big Apple”, Macy’s, Rockettes, Chinatown lanterns, red carpet, MoMA artwork, Coney Island tower, neon signs, red wine, roses, rubies
Fragrance IngredientsFragrance Ingredients
Spicy floral notes: rose, carnation, cardamon, hint of chili
Spokesperson FeaturesSpokesperson Features
Intense, sophisticated, romantic, passionate, seductive, alluring, sexy, sensual, warm.
Her Relationship to the CityHer Relationship to the City
I’m in love with New York.
Appendix I: Color ChartAppendix I: Color ChartLittle Black BottleLittle Black Bottle
Starter Ideas for VisualsStarter Ideas for Visuals
Nightlife, cube in Astor Place, black limousines, little black dress, stilettos, streets, black tea, leather
Fragrance IngredientsFragrance Ingredients
Chypre/woody notes: black orchid, oolong tea, espresso, blackberry
Spokesperson FeaturesSpokesperson Features
Chic, daring, bold, classic, sophisticated, mysterious, modern, put-together.
Her Relationship to the CityHer Relationship to the City
Are you ready for me, New York?
Appendix I: Color ChartAppendix I: Color ChartPlayful in PinkPlayful in Pink
Starter Ideas for VisualsStarter Ideas for Visuals
lipstick, flowers, high heel shoes, magazine covers, flowing skirts
Fragrance IngredientsFragrance Ingredients
Mostly floral notes: pink iris, tulip. Base note: mixed berries, lychee
Spokesperson FeaturesSpokesperson Features
Fast-paced, busy women, but light-hearted and fun/flirty, playful. Smiles and laughs a lot. Approachable. Spirited.
Her Relationship to the CityHer Relationship to the City
New York is my playground. Life is an adventure.
Appendix I: Color Chart Appendix I: Color Chart Silver StarletSilver Starlet
Starter Ideas for VisualsStarter Ideas for Visuals
Chrysler Building, Empire State Building, any buildings, glittering diamonds, World Fair globe, MoMA artwork, subway train in motion
Fragrance IngredientsFragrance Ingredients
Gourmand/floral/Oriental notes: lilies, vanilla, sugarcane, amber, sandalwood
Spokesperson FeaturesSpokesperson Features
Glamorous, fashionista, trendy, confident, star of the show.
Her Relationship to the CityHer Relationship to the City
Bright lights, big city. I’m a star in New York.
Appendix I: Color ChartAppendix I: Color ChartViva VerdeViva Verde
Starter Ideas for VisualsStarter Ideas for Visuals
Central Park, Farmer’s Market, Statue of Liberty, Green Tea Latte, subway globe, 4/5/6 trains
Fragrance IngredientsFragrance Ingredients
Green tea latte, lime, lemon grass, green apples, sage, rosemary
Spokesperson FeaturesSpokesperson Features
Organic, healthy lifestyle, fresh, full of zest, lively, invigorating, spritely, active
Her Relationship to the CityHer Relationship to the City
New York inspires me.
Appendix II: Price AnalysisAppendix II: Price AnalysisPrices for Top Ranking Fragrances (2008)
Product Name Brand Rank Small Spray (Ounces/Price Per Ounce)
Large Spray (Ounces/ Price Per Ounce)
No. 5 Chanel 1 0.5/$77.50 3.4/$25.58No. 19 Chanel 2 1.7/$32.35 3.4/$24.11
Champs Elysees Guerlain 3 1.7/$38.23 3.4/$27.35Aqua Allegoria Foliflora Guerlain 4 - 4.2/$15.48
L'Air Du Temps Nina Ricci 5 1.6/$33.75 3.3/$22.72Dior Addict Christian Dior 6 1.7/$40.00 3.4/$25.88
Miracle Lancome 7 1.7/$32.35 3.4/$21.91Opium Yves Saint Laurent 8 1.6/$43.75 3.3/$28.79
Shalimar Guerlain 9 1.7/$40.00 2.5/$25.60Fendi Fendi 10 1.6/$35.00 3.4/$22.60
Anais Anais Cacherel 11 1.0/$45.00 3.4/$14.85Romance Ralph Lauren 12 1.7/$34.12 3.4/$22.94
Ralph Ralph Lauren 13 1.7/$26.47 3.3/$18.03Cool Water Davidoff 14 1.7/$29.11 3.4/$17.50
D&G Light Blue Dolce & Cabbana 15 1.7/$35.00 3.4/$23.53White Diamonds Elizabeth Taylor 16 1.7/$28.82 3.3/$20.60
Nude Bill Blass 17 1.7/$21.47 3.4/$16.76Envy Gucci 18 1.7/$36.47 3.4/$25.00
Obession Calvin Klein 19 1.7/$28.82 3.4/$19.71Amarige D'Amour Givenchy 20 1.0/$45.00 3.3/$22.72
Appendix II: Price AnalysisAppendix II: Price Analysis
Prices for Mass Market Fragrances (2008)Product Name Brand Small Spray
(Ounces/Price Per Ounce)
Bijan for Women Bijan 1.7/$17.64Island Kiss Escada 1.0/$39.99
Fantasy Britney Spears 1.7/$20.58Tommy Girl Tommy Hilfiger 1.7/$22.34Red Jeans Versace 2.5/$13.99Obsession Calvin Klein 1.7/$26.46
Just Me Paris Hilton 1.7/$17.64Vanilla Musk COTY 1.0/$13.99
Musk for Women Jovan 2.0/$9.25Chantilly Dana 1.0/$16.49
Jessica Mc Clinktock Jessica McClintock 1.7/$10.87
Pink Musk Jovan 1.0/$11.99
Appendix III: SWOT AnalysisAppendix III: SWOT AnalysisStrengths
Maybelline has strong brand recognition. Maybelline is considered the lead provider of color cosmetics. Maybelline is known for variety.
Weaknesses Maybelline is most known for cosmetics line. Consumers may not accept a fragrance launch. Price assumption for affordable cosmetics will affect pricing of Maybelline fragrance. Maybelline is not perceived as a luxury brand.
Opportunities Youth market (15-34) is becoming a prime segment due to forecasted population growth. Travel size fragrances are an increasing market, especially with teens and younger consumers. 60% of worldwide fragrance sales are made in North America. Increase in internet marketing and shopping equates to online distribution opportunities. On average, women wear their favorite fragrance for 3 years. Nearly all women are interested in recycling their fragrance bottle for an incentive.
Threats Many high performing fragrances already exist and have high brand loyalty. Fragrances have a short product shelf life. The celebrity fragrances trend may overshadow brand fragrance collections. Low retail price may lessen product prestige. Brand loyalty in fragrances among women 15-34 is lacking, because many women buy fragrances based on emotional impulses.The fragrance market is saturated due to higher launch rates and fragmented distribution.
Appendix IV: Appendix IV: Focus Group CritiquesFocus Group Critiques
There are places that you can There are places that you can make your own fragrance, so make your own fragrance, so that’s not a new idea, but to have that’s not a new idea, but to have it be so widespread and it be so widespread and accessible via the web will accessible via the web will probably draw many consumers.probably draw many consumers.
- Maria, 21- Maria, 21
I think the miniature I think the miniature bottles should reflect the bottles should reflect the names. There could be a names. There could be a miniature black dress, a miniature black dress, a miniature champagne miniature champagne bottle, and so on. bottle, and so on.
- Tiffany, 20- Tiffany, 20
The ability to mix the The ability to mix the fragrances seems a bit fragrances seems a bit risqué. Have all possible risqué. Have all possible combinations been tested? combinations been tested? Will they all produce Will they all produce acceptable smells?acceptable smells?
- Joanna, 22- Joanna, 22
If everyone was able to If everyone was able to customize their scents and customize their scents and colors, it would actually be colors, it would actually be extremely costly to extremely costly to Maybelline in terms of Maybelline in terms of time and expenditures time and expenditures design each product design each product individually by order. individually by order. - Elizabeth, 20- Elizabeth, 20
Appendix IV: Focus Group RavesAppendix IV: Focus Group RavesI would definitely buy one. I I would definitely buy one. I like the colors and the idea of like the colors and the idea of creating my own scent would creating my own scent would be different. The names make be different. The names make it sound like there would be it sound like there would be interesting scents and it would interesting scents and it would probably be fun to make. probably be fun to make.
- Emily, 19- Emily, 19
I like the idea. I like the idea. Colors that Colors that reflect moods is reflect moods is a cool idea. a cool idea.
- Jasmine, 21- Jasmine, 21
Personally, I like the idea of the accessory bottles. I stay devoted Personally, I like the idea of the accessory bottles. I stay devoted to my perfumes for extremely long periods, so I am not sure if I to my perfumes for extremely long periods, so I am not sure if I would ever switch to Color Splash, but the names and flavors would ever switch to Color Splash, but the names and flavors sound exciting. I would definitely want to try it out. What I might sound exciting. I would definitely want to try it out. What I might adopt into my daily life is the accessory bottles as carry along adopt into my daily life is the accessory bottles as carry along accessories in their creative forms or simply in my bag, which is accessories in their creative forms or simply in my bag, which is so much more convenient than carrying entire bottles.so much more convenient than carrying entire bottles.
- Neha, 21- Neha, 21
Seems like an interesting concept. Some smaller Seems like an interesting concept. Some smaller boutique stores focus on using natural ingredients to boutique stores focus on using natural ingredients to allow you to create your own fragrance. It seems this allow you to create your own fragrance. It seems this concept is especially popular among celebrities and it is concept is especially popular among celebrities and it is interesting to see big name brands come into this field.interesting to see big name brands come into this field.
- Shipra, 20- Shipra, 20
I like the idea of mixing the I like the idea of mixing the fragrance myself. I can fragrance myself. I can then show off my special then show off my special fragrance. I’d buy it if the fragrance. I’d buy it if the price is good.price is good.
-Fan, 18-Fan, 18
It is very interesting, It is very interesting, because I have never because I have never come across this come across this concept before. I am concept before. I am eager to try it out! eager to try it out!
-Veronica, 21-Veronica, 21
Appendix IV: Focus Group RavesAppendix IV: Focus Group Raves
I love that we are able to customize the fragrances and mix I love that we are able to customize the fragrances and mix them. Many companies won’t let us do that. I also love how them. Many companies won’t let us do that. I also love how the fragrances are playing with emotions inspired by colors. the fragrances are playing with emotions inspired by colors. I am definitely interested in it. The names of the fragrances I am definitely interested in it. The names of the fragrances alone sound enticing. I like that we are able to customize, alone sound enticing. I like that we are able to customize, so that gives me more of an incentive to buy.so that gives me more of an incentive to buy.
- Raquel, 20- Raquel, 20
I really like the name I really like the name for the “Little Black for the “Little Black Bottle” perfume. Bottle” perfume. “Silver Starlet” might “Silver Starlet” might be a little too cute of be a little too cute of a name. a name.
- Caroline, 21- Caroline, 21
Appendix IV: Focus Group RavesAppendix IV: Focus Group Raves
It sounds very It sounds very creative; I’ve never creative; I’ve never heard of anything like heard of anything like it! I would consider it! I would consider buying it because it buying it because it sounds unique, but I sounds unique, but I would prefer to would prefer to sample it first.sample it first.- Francine, 21- Francine, 21
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