L X F M P r o f .
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M e l o n e y
M o o r e
B h a v y a G a r k A n a s t a s i a F r a n g o u l i s
Brand
Consumer
Market
Concept
Product
Marketing
Brand
Who are we?
Consumer
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Demographics - Alayna is 21 year old, and lives in LA, California. She’s a senior at UCLA majoring in public relations and communications. She works as an intern in Beverly Hills, which she commutes to from West Wood. She comes from an affluent family and gets a hefty allowance each month as spending money. She a spends a lot, about $500 per month to her own personal beauty fund.
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Attitudes - Alayna is a confident girl with radiant, natural beauty. She is playful, whimsical, fun, cute, creative, and likes to attempt at living healthy.
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Lifestyle - Alayna attempts to live a healthy lifestyle, however, her hectic schedule sometimes makes this impossible. She is super strapped and always on the run, between class, work, interning, and socializing. She has tons of friends, and is the life of any party. Alayna works hard but plays even harder. She is always on the go so an easy to travel with, compact package is a must.
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Needs & Motivation - She wants to stay ahead of the trends by reading countless blogs, and watching endless YouTube videos of influencers and beauty tricks, tips, reviews, and tutorials. She is constantly on the go. She strives to keep her youthful glow and enhance her natural beauty.
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Consumption Behavior - She wants quality products and is willing to spend money to experiment with top products reviewed by influencers. Constantly shops online using smartphone, she occasionally visits Sephora when in the mood. Reads reviews and watches unboxing, reviews, and make up tutorials before usually making beauty purchases.
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Connection Moments - Sephora in store and online, Refinery 29, Sugarpop, YouTube reviews
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Relationship with the Brand - Loves trying new products. Beauty Insider, and subscriber to Sephora play. First heard of brand in beauty monthly subscription box.
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Attitudes to the Product - K-Pop enthusiast. Enjoys products that are free of harmful chemicals and are convenient for traveling and an on the go lifestyle.
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Media & marketing activity usage and attitudes - Instagram, Twitter, Tumblr, Facebook, WeChat, YouTube
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Consumer relationship & attitudes to key competitors - Interested in experimenting and staying on top of the newest product launches and trends. Trusts Beauty influencers to lead her to the best, coolest, and newest products on the market.
Market
Market Growth
Segment Growth
Consumer Assessment
Segment Growth
Concept
Super Boosters Glow on the go
Objectives
Strategies
Consumer Benefit Hierarchy
Launch Scale
Competitors
Product
Simply Detox Super Booster
Hydrance Rich Super Booster
Power Heal Super Booster
• 15 mL/0.5 FL OZ • Price: $29
• 20 mL/0.6 FL OZ • Price: $34
• 15 mL/0.5 FL OZ • Price: $29
Assortment
Enhancing Beauty Super Booster • 30 g/1.0 OZ • Price: $39
Formula Direction
Lycopene • Detox for the skin • Fights Pollution • Cleanse
Hyaluronic Acid
Roucou Extracts
Collagen
• Hydrating • For Dry skin
• Healing abilities • Reduces Acne and Scars
• Boosts • Brighter Skin
Ingredients
Packaging Direction • Cute, compact and coveted. • Fun and playful design, •
colors and shape.
• Fun/travel size. • Delicate and durable. • Unique stackable inspired design • Compact and portable for all girls
Primary Packaging
Secondary Packaging
Secondary Packaging
On the bottom of the box
Marketing
Viral Experience
Viral Experience
Viral Experience
Activation
HOW TO WIN Strategy
WW
SnapChat
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Raise brand awareness and penetrate the Gen Z consumer
Release an article introducing Kaja Beauty brand, a Snap Kaja Beauty filter, and create an official Kaja Beauty Official SnapChat to directly interact and engage with individual, consumers, as well as mass.
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Target core Gen Z consumer and build brand awareness.
Leverage awareness content at least weekly to drive excitement. Buy banner ads to target to specified potential new customers.
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Target core Gen Z consumer and potential new Millennial consumer. Raise Release awareness content, updates, teasers, promos, and give aways to brand awareness, gain more followers. new and existing followers.
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Target core Gen Z consumer and potential new Millennial consumer. Raise Release awareness content, updates, teasers, promos, and give aways to brand awareness, gain more followers. Keep people inspired and hungry new and existing followers. Also, paid media to influencers for tags and for more. mentions. Link to buy product in bio.
Sephora
Social/ Digital Engagement Activation
WHERE TO PLAY Objective
EXAMPLES
AP
EM
AM
Target core Gen Z consumer and potential new Millennial consumer. Raise Release awareness content, updates, teasers, promos, and give aways to brand awareness, gain more followers. new and existing followers.
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Release awareness content, updates, teasers, promos, and give aways to new and existing followers. Also, paid media to influencers for tags and mentions.
YouTube
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Raise brand awareness and penetrate the Gen Z consumer
Memebox
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Raise brand awareness and penetrate the Gen Z consumer
Release awareness content, updates, teasers, and sell product.
Spotify
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Raise brand awareness and penetrate the Gen Z consumer
Suggested content. Paid Ads.
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Target core Gen Z consumer. Raise brand awareness, gain more followers.
Paid media. Article and paid reviews.
Refinery29
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Target core Gen Z consumer. Raise brand awareness, gain more followers.
Paid media. Article.
Jun July/Aug
Sep/Oct
Product Focus
Enchanting Beauty Super Booster
Kiss and DUO Set Halloween Special and Power Heal Super Booster
Target Consumer
Gen Z and Millenials
Marketing Moment
Glow on the go for Summer
Halloween
Christmas and New Years
Graduation
Budget 100%
20%
25%
35%
20%
Nov/Dec
Jan/Feb
Kaja Super Boosters Kit
Mar/April
May
Super Boosters and Highlighter
Gen Z Consumer Roll out Global Sephora
Influencer Videos
Build Awareness of the product
Levers Objectives
Instagram stories and IG TV
Reviews and tutorials
Product Samples
Sephora Kpop Event Giveaways Engaging Social media events Paid media to drive awareness and engagement Kaja commercial release
Promote highlighters along with boosters
Create buzz on Sephora Influencer Event w/Jeffry Star
Target KPI
Number of View on Stories 6,400, Saved Posts 560, Minutes spent on paid media 3.3 mins
Number of shares 250, Number of likes 14,300 and comments 7,400
Sales 65% increase, Click through rate 30%, Traffic from social media 57% Return visits to website 40%, Opt-in Registrations 35%
Objective: Build Brand awareness and create new consumer base Audience(s): Teens to early mid 20s women, K-beauty enthusiasts Desired Outcome: Convert K-Beauty enthusiasts and experimental Gen Z consumer into brand loyalists.
Tactics: ● Create buzz about collaborating with Sephora events before the launch ● Create buzz on instagram to redirect consumer to twitter ● Build interactive content with current and new Kaja Beauty users. ● Create sweestakes and make up giveaways for new and existing followers.
Messages: ● Introducing Korean beauty enhancing formulas for a trendy girl on the go, always glowing with iluminating glasslike skin. ● Launching Korean Innovation for all your skin care needs. ● Exclusively at Sephora.
Objective: Engage with content marketing, Sephora events and giveaways Audience(s): Different ages and nationalities
Desired Outcome: Drive engaged consumers to spread a word about Kaja Beauty, and share content through social media multi platforms.
Tactics: ● Giveaways at the Sephora events ● Engaging contests/scratch print cards for Giveaways (to participate with a friend. ● Product sampling ● Releasing videos about the product benefits months before launch ● Collaborate with influencers promoting K-beauty
Messages ● Explore our exclusive Korean ingredients ● Travel Korean Beauty and skincare needs for every girl on the go. ● Four solutions is all you need to keep glowing on the go.
Objective: To direct new and existing Sephora Beauty Insiders to buy Kaja Beauty products Audience(s): Existing Sephora Beauty Insiders and new Sephora buyers. Desired Outcome: Drive Sephora sales with an emphasis on the new Kaja Beauty Super Boosters category. Drive social engagement and convert them into sales
Tactics: •Direct Mail •Email •Social Media •Sephora Events
Messages: ● Introducing the new Kaja Beauty Skin Care Beauty Booster Set for all your skincare needs. ● Korean Innovation, enhancing formulas with new bite sized treats. ● Irresistably sweet ● Try it now ● Exclusively at Sephora.
Awake 9am
Prep 9:15am
Eat 10am
Story Board
Alayna’s eyes quickly open as Charlie XCX blasts, singing “What I like”. The sunlight hits her face, forcing her up. She lays on her bed, and swipes through her phone (instagram, looking at Kaja Beauty?) stretches and heads to her mirror.
Her eyes look puffy and her skin looks dull. She reaches for one of her Kaya Super Boosters to look like she actually slept.
She checks her iPhone and realizes she better hurry, she throws the cute Kaja compact Super Boosters in her purse! She heads to the kitchen to grab a banana, she’ll stop and get a smoothie when she’s out.
Commute 11am
Day Activity 12pm Jade can’t control her urge, as soon as she sees Alayna leave the frame, she carefully opens her friend’s purse, and quickly pulls out her favorite Kaja Beauty Boosters. And gleefully pumps the Beauty Booster into her hands and lets the booster do its magic on her face. She checks the clock and gleefully grabs her bag, the Kaja Beauty Booster, and heads out of work for lunch.
Alayna’s walks into her office and is immediately greeted by her coworker bestie, Jade, she places her purse on her desk and walks away out of frame to discuss the trending topics of the day with her boss.
Eat 4:30pm
Jade enters the restaurant, and greets her friend Sammy at a private table, a dark, and intimate setting. She drops off her purse with Sammy, and heads to ask the bartender a question. Sammy can’t help but peel open Jade’s purse, and grabs her favorite Kaja Booster.. She quickly applies the Beauty Booster while at the table, and finishes just in time for Jade not to see her using the BB. Sammy snaps a selfie, eager to show off her new healthy glow with all of her friends and followers on Snap and Insta. #KajaBeauty #Kajaboosters
Night Activity 11pm
Sammy stays up late most nights chatting with her girls on SNAP, insta, and getting lost in the black hole of YouTube. Also reading blogs and her favorite publications like Refinery 29 and Pop Sugar.
Bed 2am
Sammy passes out with her laptop in lap and phone in hand.