ClearBrush Always clean. Beautiful you. Exclusively at
tyronita bell
Garrett black
sinclaire fonville
Table Of Contents
E x e c u t i v e S u m m a r y p g . 1 C o m p a n y O v e r v i e w p g . 1 Ta r g e t M a r k e t p g . 2 Ta r g e t M a r k e t Tr e n d s p g . 3 P r o d u c t p g . 4 P r o d u c t D e s i g n p g . 5 R e t a i l P a r t n e r p g . 6 C o m p e t i t i v e A n a l y s i s p g . 6 D i s t r i b u t i o n p g . 7 P a c k a g i n g p g . 8 P o i n t O f S a l e p g . 9 M a r k e t i n g P l a n & T i m e l i n e
pg. 10
L a u n c h C a m p a i g n p g . 1 1 C u s t o m e r C o m m u n i c a t i o n & E x p e r i e n c e
pg. 12
O n g o i n g P r o m o t i o n p g . 1 3 F i n a n c i a l A n a l y s i s p g . 1 4 C o n c l u s i o n p g . 1 5
Executive Summary & company overview
Executive Summary
“Once a month, once every two weeks, never�. These were some of the frequencies we found when asking how often women cleaned their makeup brushes. The problem is, professionals of Sephora recommend daily brush cleaning. Without a disciplined routine of cleaning, bacteria will build and clog pores. With the simple at home system of Clearbrush, users can have each brush cleaned, air dried and ready for the next application within a few minutes.
Company Overview
Launched in the U.S. in 1999, Sephora currently operates over 700 stores nationwide including over 300 boutiques within JCPenney. Sephora is seen as a trustworthy source of cosmetic knowledge due to their trained employees in skin types, skin physiology, application, makeup history and their ability to interact with their diverse clientele.
pg. 1
Target market needs & trends “Today’s consumers are spending a significant amount on cosmetic brushes in order to achieve desired makeup looks, but they’re not protecting their investment or their skin by properly caring for these tools.” - Anisa Telwar-Kaicker, founder and CEO of Anisa International Businesswire.com 2015
The NEED.
Women have taken took to social media, using funny captions and characters to voice their frustrations seen throughout our plan book.
Taken from Instagram
Over 80% of our survey respondents pinpointed clear skin as the main benefit of having clean makeup brushes. Of them, only 7% actually cleaned their brushes as often as they should. A Harris poll on behalf of Anisa found that 65% of women clean their brushes to avoid breakout causing bacteria, yet still don’t clean them as often as professionals recommend, due to a lack of time and know-how.
Businesswire.com 2015
The target. Women, 18-34 years old
Taken from Pintrest.com
• Either never, or rarely (once a month or less) clean their makeup brushes. • Lack daily brush cleaning discipline. • Read People, In-Style and Vogue magazines and watch E! news, taking beauty cues from their favorite celebrities. * • Enjoy a high household income, $75,000+* *MRIPlus.com MediaMark Reporter 2015
pg. 2
Opportunity Target needs & trends
Opportunity:
ke Ma
Make daily brush cleaning feasible.
up Hack s
Taken from Instagram!
m S ig
a Brush
Gl o ve
Br
ush
pg. 3
Br
Cleaning solutions discovered on social media, such as olive oil and dish soap. Although effective and low cost, they’re time consuming, leading to inconsistent cleaning habits.
u sh Eg g Hand held, grooved surfaces, such as Sigma Brush Glove and BrushEgg. Both are effective, but very labor intensive and require inconvenient brush drying times.
Pe arl Brush Pearl takes the work out of brush cleaning, but adds the $99 wallop, not including their exclusive cleaning solution. The machine should also be kept hidden when not being used.
The solution rationale & design
Design.
Rationale.
Dimensions. Body, 8” x 5” x 5”
style.
Inner platform, 1” x 5” x 5”
• It needed to look good.
Body.
• Stainless steel was
• Full stainless steel body. • Stainless steel plaque and
chosen for easy clean-
ClearBrush
ing and design appeal, it’s meant to stay on
brand logo.
your counter top.
Inner platform. • Full stainless steel.
capacity.
• Manually lifted by top
• Because of its effec-
handle.
tiveness and quick dry
• Can be locked in place to
time, four brushes a
dry brushes.
day would be a man-
• Four silicone grips to hold
ageable rotation for
any size brush Bottom tray.
any user.
• Full stainless steel.
one inch.
• Removable.
• Just one inch of
• Holds an inch of cleaning solution. Cleaning. • Entire inner platform can be removed to dish wash and replace cleaning solution.
pg. 4
ClearBrush
cleaning solution will fully immerse the tip of each brush, quickly dissolving makeup residue.
Product Design details
ClearBrush Platform lock
ClearBrush Brush Holder - Flexible silicone grippers - Holds any size brush
- Durable metal pin - Holds platform so
ClearBrush brushes can dry
Air vents
Solution tray
- Machined into steel body - Provides adequate air flow for brushes
- Holds an inch of any solution - Easily removable for cleaning and solution re-stock
pg. 5
Retail partner & Competitive Analysis
+ Sephora was chosen because of their commitment to makeup. To ensure a well rounded team, they created “The Science of Sephora,” which trains team members in everything from makeup history to skin physiology. Clearbrush needed a company that took makeup seriously, making Sephora an easy choice. Sephora.com
Sephoras competitors.
Bed Bath & Beyond focuses on shower, bath and fragrance
Cinema Secrets is an instant cleaning, fast drying, professional grade brush cleaning solution, already sold in Sephora stores. It will not be required, but recommended. Solution should be changed every three uses to maintain effectivness. Cinemasecrets.com
Customers are limited to over the counter cosmetic services versus the open
products and is
floor plan of Sephora,
light on cosmetics.
letting customers explore on their own.
pg. 6
Nationwide cosmetic seller with a mixture of drugstore brand and high end cosmetics versus Sephora’s focus on high end.
High volume stores (50)
Distribution
Average volume stores (86)
Units
# of units sold per month
70
High volume stores (50) Average volume stores (86)
60
50
Units
# of units sold per month
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40 30 20 10 0
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30 Product launch. • Carried in 136 0f 320 stores. • 50 high volume/86 average volume.
20
• Key markets include 78 East coast/58 West coast stores. • Unit sales per year: 300 for high volume/225 average volume.
10
0
pg. 7
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Packaging
Rationale. Clearbrush will be packaged in an all white, matte box. Using a simple blue and white design to symbolize the sterility of the product and it’s simplicity of its
ClearBrush Always clean. Beautiful you.
use. From our in store observations, many cosmetic packages
Step 1. put brushes on rack.
used blacks and platinums, so
Step 2. dip in cleaning solution.
the use of white will assuredly
Step 3. air dry.
stand out on the shelves. After getting the customers attention, the quick steps will then drive home the much needed promise of Clearbrush: simple and quick daily brush cleaning,
pg. 8
Holds four brushes.
Daily brush cleaning tool.
Point of sale
Display. ClearBrush ClearBrush ClearBrush Always clean. Beautiful you.
Clearbrush will be displayed with other brush cleaning solutions,
Always clean. Beautiful you.Always clean. Beautiful you.
Step 1. put brushes on rack.
Step 1. put brushes on rack.
Step 2. dip in cleaning solution.
Step 2. dip in cleaning solution. Step 2. dip in cleaning solution.
Step 3. air dry.
Step 3. air dry.
Holds four brushes.
Holds four brushes.
Step 1. put brushes on rack.
Step 3. air dry.
Holds four brushes.
Daily brush cleaning tool. Daily brush cleaning Daily tool. brush cleaning tool.
placing Clearbrush on the map with
CLEARBRUSH $39.99
cleaning solutions in the consumers mind. Higher shelf placement will be used to show product authority. Also, placed near Cinema Secrets cleaning solution, customers will be able to conveniently pick up both at once.
ClearBrush ClearBrush ClearBrush ClearBrush ClearBrush ClearBrush ClearBrush Always clean. Beautiful you.
Always clean. Beautiful you.
Step 1. put brushes on rack.
Holds four brushes.
Always clean. Beautiful you.
Always clean. Beautiful you.
Always clean. Beautiful you.
Always clean. Beautiful you.
Step 1. put brushes on rack.
Step 1. put brushes on rack.
Step 2. dip in cleaning solution.
Step 2. dip in cleaning solution.
Step 2. dip in cleaning solution.
Step 2. dip in cleaning solution.
Step 2. dip in cleaning solution.
Step 2. dip in cleaning solution.
Step 3. air dry.
Step 3. air dry.
Step 3. air dry.
Step 3. air dry.
Step 3. air dry.
Step 3. air dry.
Holds four brushes.
Holds four brushes.
Step 1. put brushes on rack.
Holds four brushes.
Step 1. put brushes on rack.
Holds four brushes.
Daily brush cleaning tool. Daily brush cleaning tool. Daily brush cleaning tool. Daily brush cleaning tool. Daily brush cleaning tool. Daily brush cleaning tool.
ClearBrush Always clean. Beautiful you.
Step 1. put brushes on rack. Step 2. dip in cleaning solution. Step 3. air dry.
Holds four brushes.
Daily brush cleaning tool.
pg. 9
Always clean. Beautiful you.
Step 1. put brushes on rack.
Step 1. put brushes on rack.
Holds four brushes.
Step 2. dip in cleaning solution. Step 3. air dry.
Holds four brushes.
Daily brush cleaning tool.
Marketing plan & timeline The plan.
Launching in September 2016, Clearbrush will be in prime position to pick up awareness and sales speed going into the busy holiday season. At a glance,
Nov/Dec 2016: Vloggers/Bloggers • Clearbrush will be featured on multiple vlog channels in highlighted product tutorials, netting millions of views. • Vloggers will also suggest the giftabililty of Clearbrush, ramping up interest around the holidays. Jan 2017: New Year’s Resolution • Playing off of New Year’s, Clearbrush will have a large online banner and native ad push. • Feature witty headlines like, “Clearbrush, a New Year’s resolution that’s hard not to keep.” pg. 10
Dazeinfo.com
Sep/Oct 2016: New York Fashion Week • Partner with top makeup artists to promote Clearbrush on their social media. • Clearbrush will also be placed in gift bags for fashion week attendees.
A recent Google Insights report shows 18-34 year olds see Youtube as the best place to watch content, leading to higher purchase influence in beauty sales than traditional TV.
ClearBrush,
A New Years resolution that’s hard not to keep.
Always clean. Beautiful you.
Found at
Launch Campaign #letsbeclear
r
clea #letsbe
ClearBrush Always clean. Beautif ul you.
Traveling between high volume Sephoras with different popular vloggers and makeup artists, customers will be invited on board to learn about the harm of dirty brushes and the simple solution of Clearbrush. The bus will be full of free handouts, from makeup brushes, to complete Clearbrush packages.
In store launch tactics. Upon store entry, customers will be digitally quizzed on the dangers of dirty brushes for an in-store discount on Clearbrush. This will open the door for a verbal introduction of Sephora’s newest addition: Clearbrush.
launch Product placement. Using store entrance islands, Clearbrush and Cinema Secrets brush cleaning solutions will be prominently displayed front and center, prompting customers to investigate Sephora’s new Clearbrush product line.
pg. 11
Customer communication and experience
Classes. All across the country, Sephora offers in store makeovers and training classes. As part of the launch and ongoing promotion, employees will add Clearbrush into each training session and makeover, showing it’s integral use in a makeup professionals daily routine.
Already Knowledgeable. Sephora takes pride in educating their customers about makeup in any way they can. In store promotions and displays of Clearbrush will add to that pride by further educating customers about the dangers and benefits of brush maintenance.
pg. 12
Ongoing Promo. Tactics Beautyinsider. Sephora already has a well established rewards program similar to the Starbucks gold card. The more you spend, the more perks you get, plus small perks like free birthday gifts and beauty classes. Clearbrush will capitalize on this by: • Being a featured promo for card holders. • Possibly being a free birthday gift for some lucky ladies! • Earn extra points for buying Cinema Secrets cleaning solution.
Youtube vloggers! As mentioned earlier, Clearbrush will rely heavily on product endorsement from popular fashion vloggers on Youtube, pulling in millions of trusted viewers weekly. Clearbrush will capitalize on these Youtubers influence by: • Being featured in their product highlights. • Having them create tutorials, tips and tricks for using Clearbrush. • Having them promote Clearbrush on their equally impactful social media platforms, such as Facebook and Twitter.
pg. 13
Financial cost & pricing
Manufacturer’s price: $16.45 Retail price: $39.99 Profit Margin: $23.54
ClearBrush ClearBrush
Always clean. Beautiful you.
Step 1. put brushes on rack.
Markup: 58.8%
Step 2. dip in cleaning solution. Step 3. air dry.
68% of our survey respondents said they Holds four brushes.
would pay to make brush cleaning quick
Daily brush cleaning tool.
and simple.
Profit potential. Total projected sales: $1,337,665.50 Total project units sold: 33,450/20 units avg, per month, per store. • Clearbrush and Cinema Secrets will form a strategic partnership to include a 4oz bottle of their
Projected sales
Sales
Projected sales for 2016
$300,000
$250,000
professional cleaning solution per Clearbrush unit. • Traditional makeup brushes at Sephora range from
$200,000
$8-$36. • Clearbrush is a simple, all-in-one system that acts
$150,000 30 20 10 0
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20
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as a reminder for users to clean their brushes daily. • Clearbrush motivates customers to come back to
$100,000
Sephora for Cinema Secrets solution, leading to recurring sales. 50,000
Peak sale opportunities. Mother’s Day & Prom (May), Graduation & Wedding season (June), Holidays (Nov. - Dec.)
p g . 14
0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month
Conclusion
ClearBrush Always clean. Beautiful you.
Clearbrush is a product created to satisfy a major
market need that has not yet been properly addressed. Lack of hygienic cosmetic brush care has led to skin breakouts among millions of American women who lack the time and know-how.
Clearbrush tackles these barriers directly by offer-
ing speed, simplicity, p r o f e s s i o n a l grade quality, excellent value, and a design that is sure to encoura ge daily brush-cleaning habits among consumers.
Clearbrush will gain i m m e d i a t e a t t e n t i o n from
e n d o r s e m e n t s by well-known makeup artists, and popular beauty bloggers and vloggers.
Clearbrush
will also gain major traction in-store and online by partnering with Cinema Secrets, a trusted brand in t he Hollywood cosmetics industry.
This is an e x t r e m e l y p r o f i t a b l e opportunity that
shou l d be i m p l e m e n t e d i m m e d i a t e l y t o reach full product potential.
pg. 15
Bibliography
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