BRAND PITCH
Naomi Gibson
Jennifer Claire
Akriti Gurung
Adrija Pasiukeviciute
Content ● ● ● ● ● ● ● ● ● ●
What is C.Y.O? Methodology Defining who our target consumer will be Beauty and cosmetics trends Positioning map New Brand Architecture The Idea The design How it will be successful? Product design feedback
1 .
WHAT IS C.Y.O?
WHAT WILL IT BRING TO THE MARKET? MISSION
“A world-edit of hyper-functional, affordable makeup for you to create, colour and call your own. “
USP
VALUES
Through the vast amount of social media, more and more people feel insecure but also feel challenged to look perfect everyday. CYO is a remedy for the modern working individual who likes to look seamless throughout the day but also wants looks to the future and follow new beauty makeup trends. This brand is different from all other brands in the market due to its clever combination of affordable yet innovative products
Every CYO product is special, each of them are Hyper-functional, high quality, high performance, versatile makeup for you to mix, hack, layer and use in any way you want.
METHODOLOGY PRIMARY RESEARCH: QUALITATIVE
QUANTITATIVE
● 3 in depth interviews with women aged 19, 20, 22. ● Ethnography research in Boots store.
● Online survey with 10 questions and 60 responses
SECONDARY RESEARCH: Mintel Trendwatching
2 .
WHO IS SHE?
A BIT ABOUT HER..
WHERE WILL C.Y.O STAND IN THE BEAUTY MARKET?
3 .
HOT OR NOT?
3 INFLUENTIAL BEAUTY TRENDS Natural Beauty Individualism Vlogging Cruelty free
1. Active Ingredients- Collagen infused skincare/makeup “Rise of natural beauty and clever skincare”- (lookfantastic 2016) ● Crave for hero ingredients e.g. Probiotic skincare, essential oils and all powerful basics like Retinol and Hyaluronic Acid. ● Natural essential oils- coconut, jojoba, avocado and almond oils 2. Subscription boxes - E.G. BIRCHBOX “Marketing and advertising agencies shift to the subscription model” “This is the year of customer success”- (Chargify, 2016) ● Subscription boxes creates a one on one relationship and maintains a long-term bond with the brand emotionally and financially. 3. On the go - contour strips, double packaging ● “Individualistic cultures, which emphasise achievement over affiliation, help cultivate this time-is-money mindset”- (Economist 2014)
Market Research why
NEW BRAND ARCHITECTURE:
4 .
THE IDEA
NEW PRODUCT CONCEPT: “I feel under pressure to look good at all times and I don’t feel like I do, so I look to my favourite beauty bloggers for inspiration; however I can’t afford all the products they use. I don’t have time to spend like they do whilst doing my daily make-up, therefore I purchase make-up that is easier to achieve, quickly.”
1.THE PRODUCT: MAKE-UP ACADEMY
BECOME YOUR OWN MAKE-UP PRO
2. SO… HOW DOES IT WORK?
3.
TUTORIAL STEPS…
‌ WHAT IS IN IT FOR THE CUSTOMER? - Becomes a member receiving offers & discounts - Limited Edition products are given freely once completed - Priority mailing list for new products and events - Able to place their own tutorials with before and after photos using the CYO products
‘LIMITED EDITION’
STORE PRODUCTS
5 .
THE DESIG N
IN-STORE PACKAGING:
FOUNDATION MASK & CONTOUR STRIPS
HOW WOULD IT LOOK INSTORE?
LEARN TO BE PART OF THE C.Y.O. ARMY Selected bloggers with a high following of 1.5k, these would be part of the CYO Army. The CYO Army is made up of the make-up bloggers who would do the step-by-step tutorials for subscribers. CYO Army members help out with live tutorials at events for the CYO brand and influence promoting the brand online using social media.
FINANCIAL: THE SIZE OF THE PRIZE
£ 5,219,994.78
PRODUCT TESTING FEEDBACK:
“I
like the idea of it. I would like to try it out. Because it seems like an interesting experience. I would definitely buy it, because the price also seems reasonable for the value you get.
“It
”
sounds great. Because people can try the testers and then if they know how to use it, they will be tempted to buy those products.”
BE COURAGEOUS
C.Y.O.
JOIN OUR ARMY