CONTENTS
PRODUCT DEVELOPMENT ✶✶ ✶✶ ✶✶ ✶✶ ✶✶
Concept Research & Rationale Shades Packaging Line Sheet
EVENT PLANNING ✶✶ ✶✶ ✶✶ ✶✶ ✶✶ ✶✶ ✶✶
Concept Environment Entertainment Catering Guest List Cost Overview Cost Sheet
PDEVELOPMENT RODUCT
CONCEPT This spring 2015, hypnotic introduces six stunning shades of holographic lipgloss. This collection taps into fun summer vibes remembered from the 90’s, namely: mermaids. For most millenials, the first thing that comes to mind when recalling splashing around as a child in the summer heat is emulating the original big-time Disney Princess, Ariel. Ariel was the Elsa of her day and continues to be relevant in this day. (Hipster Ariel, anyone?) Now, two decades later, we all secretly still want to be like her - carefree, flirtatious, and effervescent. The color-shifting of Hypnotic is reminiscent to the iridescent look of fin scales. Holographic lipgloss gives land-locked ladies mesmerizing lips in a splash - I mean, flash!
RESEARCH & RATIONALE The holographic trend is already seeping in and becoming heavily desired by the masses. Fashion has already been playing with this theme (Stella McCartney, Manish Arora, Blumarine) but this is an example of how beauty can succeed where fashion cannot. Lipgloss has the benefit of claiming less bodily real estate than most clothing items, as well as being less committal. Sigma Beauty, Thierry Mugler, Inglot, and even Bare Escentuals have released holographic lipglosses. Of all brands, Urban Decay should never trail behind Bare Escentuals. A quick survey of Tumblr, Pinterest, and Instagram will show you how popular pastel, sheer, and shiny textures are, still months from summer. This trend will only intensify as it becomes more seasonally accepted. Based on Urban Decay’s historic releases, the brand will be due for a liquid lip release this spring. Plus, Hypnotic will pair beautifully with the Electric, palette both by color and theme. Festival-goers will flip and dive headfirst into the holographic goodness. Hypnotic can also be layered over Revolution and Sheer Revolution lipsticks for an even more bad-ass look.
SHADES
succulent
siren
lycra
heatwave
skinnydip
crush
PACKAGING
SUCCULENT
HOLOGRAPHIC GLOSS GLOSS LÈVRES HOLOGRAPHIQUE
Box renders by Eddie Holecko
LINE SHEET
Release date: March 12, 2015
$20
Polybutene, Polyglyceryl-2 Triisostearate, Ethylhexyl Hydroxystearate, Hydrogenated Polyisobutene, Ethylhexyl Palmitate, Caprylic/Capric Triglyceride, Polyhydroxystearic Acid, Oryza Sativa (Rice/Riz) Bran Oil, Trihydroxystearin, Butyrospermum Parkii (Shea Butter/beurre de karitĂŠ), Aroma (Flavor), Polyethylene, Tocopherol, Phenoxyethanol, Limonene, Olea Europaea (Olive) Fruit Oil, Persea Gratissima (Avocado/Avocat) Oil, Rosa Canina Flower Oil, Simmondsia Chinensis (Jojoba) Seed Oil, Vitis Vinifera (Grape/Raisin) Seed Oil, Phytosteryl/Octyldodecyl Lauroyl Glutamate, Ceramide NP, Saccharin, Silica Dimethyl Silylate, Benzyl Benzoate, Butylene Glycol, Sodium Hyaluronate, Linalool, Citral. May Contain: CI 77891 (Titanium Dioxide), CI 77491/77499 (Iron Oxides), CI 15850 (Red 7 Lake). Bottle renders by Jay Jones
EPLANNING VEN T
CONCEPT The Hypnotic launch event will be held from 9pm to 12am on Saturday, March 14, 2015 at the lower pool deck of the Loews Santa Monica Beach Hotel. The purpose of the event is to communicate the branding and story of the Hypnotic line and to publicize its release. This party lends the opportunity to accentuate the collection’s underwater roots with playful venue, decor, entertainment, and catering. The guest list is packed with UD-loving bloggers and vloggers, with which the brand has a preexisting relationship, contributors from notable and thriving beauty magazines, as well as celebrities who emulate UD’s edgy flavor and female empowerment. Many of these celebrities have a relationship with L’Oreal and/or UD, or have expressed their love for the brand. Plus, each celebrity on the list is friends with the others, which makes the invitations much more than a wish list.
ENVIRONMENT Lower Pool Deck, Loews Santa Monica Beach Hotel 1700 Ocean Avenue, Santa Monica, 90401
✶✶ Up to 130 guests ✶✶ Heated pool ✶✶ Point of contact: Li-Ling Li, Senior Catering Manager, 310-576-3142 Decor ✶✶ LED pool orbs ✶✶ LED pool noodles available in poolside bin ✶✶ Side tables to be adorned with branded napkins, and the provided hurricane glasses will be filled with iridescent cellophane and glow sticks
ENTERTAINMENT Professional Mermaids Mermaid Melissa, based in LA, is an aquatic entertainment company that provides mermaid performers (among other things) for events. Three mermaids will be hired to swim among the guests, pose, and be available for photos and videos for the first 2.5 hours of the event. DJ Kiss DJ Kiss will be asked to hypnotize the guests with mellow electronica, downtempo neo-’80s, and psychedelic indie soundscapes. Hypnotize Me Embellishment Bar Guests can get “hypnotized” at this beauty application station, with makeup artists ready to create looks using the Hypnotize lipglosses and Electric palette.
CATERING Nighttime Noshes Loews will be serving the “real food”: sushi (nigiri, maki, sashimi, and the usual rolls), salad (seasar salad, grilled asparagus and radishes with mango dressing, mizuna and baby spinach with stilton cheese and caramelized walnuts with raspberry vinaigrette, caprese, and antipasto salad with salami, gruyère, and hariots verts), and seasonal fruits (with a yogurt dipping sauce). Confection Cay The Hollywood Candy Girls, confection magicians, will be crafting a scrumptious display of candy and pastries to coincide with the event theme and branding.
GUEST LIST Bloggers & Vloggers Aimee Blaut, The Formula Allison Anderson, Amarixe Amy Nadine, The Beauty Department Christine Mielke, Temptalia Elessa Jade, Purse Buzz Ingrid Nilsen, MissGlamorazzi Jen Mathews, My Beauty Bunny Kandee Johnson, KandeeJ Keiko Groves, Keiko Lynn Kristin Booker, Fashion.Style.Beauty Kristin Ess, The Beauty Department Kristina Medhus, Pretty Shiny Sparkly Lauryn Evarts, The Skinny Confidential Leesha Collinge, Xsparkage Michelle Phan, Michelle Phan Natalie Zee Drieu, Coquette Patrice Grell Yursik, AfroBella Raye, It’s My Raye Raye Sona Gasparian, Makeup by Sona Stacey, The Daily Obsession
Magazine Contributors Sophia Panych, Assoc. Editor & Beauty Editor, Allure Arabelle Sicardi, Beauty Editor, BuzzFeed Megan Cahn, Beauty Editor, ELLE.com Cheryl Wischhover, Beauty Editor, Fashionista.com Beth Shapouri, Lead Writer, Glamour Jade Taylor, Senior Beauty Editor, NYLON Phillip Picardi, Senior Beauty Editor, Refinery29 Tomoko Takeda, Senior Beauty Editor, Seventeen Mackenzie Wagoner, Beauty Editor, Vogue
Celebrities Anna Kendrick Arianna Grande Barbara Palvin Blake Lively Cara Delevigne Chloe Grace Moretz Dakota Fanning Dakota Johnson Diane Kruger Elle Fanning Emily Ratajkowski Emmy Rossum Evan Rachel Wood Freida Pinto Gigi Hadid Gwen Stefani Hailey Baldwin Ireland Baldwin Jaime King Jamie Chung Kendall Jenner Kylie Jenner Lea Michelle Leighton Meester Nikki Reed Sarah Hyland Shay Mitchell Zoe Saldana
COST OVERVIEW Environment Entertainment Catering Travel & Accommodations Total
Subtotal Subtotal Subtotal Subtotal
$2,349.33 $18,336.25 $22,562.07 $35,813.00 $79,060.65
Unit Cost Environment
Venue
Rental fee
Decor
LED pool orbs (8)
$32.99
$1,500.00 $263.92
LED pool noodles (48)
$10.29
$493.92
Iridescent cellophane (6 rolls, 30" x 10' 25 sq ft/roll) Glow sticks (25 per pack)
$23.99 $13.50
Subtotal
COST SHEET
Entertainment
$67.50 $2,349.33
Mermaids
3 professional mermaids for 2.5 hours
$1,000.00
$3,000.00
DJ Kiss
3 hours
$3.00
$14,000.00
MUAs
5 makeup artists for 3 hours at the "Hypnotize Me" bar
$50.00
$1,125.00
Product
5 sets of Hypnotic gloss (all shades)
$150.00
5 Electric palettes
$61.25
Subtotal Catering
Total
Loews
$18,336.25 Salad Station
$21.50
$1,354.5
Sushi Selection
$30.50
$1,921.50
Farmer’s Market Seasonal Sliced Fruit Display
$12.50
$787.50
First hour
$26.00
$1,638.00
Hours two and three
$38.00
$2,394.00
Unlimited Consumption Hosted Bar Package, The Zuma Collection
Loews Subtotal
$16,705.00
Service Charge
22%
$1,781.01
Tax
9.5%
$2,550.08
Loews Total Glow stir sticks (100 per pack) Hollywood Candy Girls
$20,522.09 $19.99
Confection Cay
$2,000.00
Subtotal Travel
Transportation (26)
$20,562.07 Flights from NYC to LA
$830.00
Flight from Seattle to LA Flights from San Francisco to LA
Accomodations (32) Subtotal
Total
$39.98
$22,410.00 $375.00
$285.00
$570.00
Flight from Houston to LA
$587.00
Flight from Chicago to LA
$738.00
Flight from San Diego to LA
$300.00
Flight from Tempe, Arizona to LA
$303.00
Loews Santa Monica Beach Hotel, 50% discount
$195.00
$10,530 $35,813.00
$79,060.65
HANA HYMAN