P P P P P
R R R R R
O O O O O
M M M M M
OT OT OT OT OT
I I I I I
O O O O O
N N N N N
A A A A A
L L L L L
S S S S S
T T T T T
R R R R R
AT AT AT AT AT
E E E E E
G G G G G
JESSICA CLEMES BAFM203
Y Y Y Y Y
CONTENTS 3 - CUSTOMER OVERVIEW 5 - CUSTOMER PROFILE 6 - WHAT S IN THE BAG 7 - DAILY ROUTINE 11 - THE RANGE - OVERVIEW 12 - TECHNICAL 15 - INFORMATIVE TRENDS 18 - WHO ELSE IS DOING IT 20 - HOW THIS REFLECTS ON US 21 - THE PRODUCT RANGE 25 - PRICE POINTS 25 - THE DROP 27 - PACKAGING 29 - PROMOTION 34 - KEY RECOMMENDATIONS 35 - KEY MESSAGES AND COMMUNICATION CHANNELS 36 - PRESS AND PR PLAN 39 - DIGITAL AND SM STRATEGY
CUSTOMER CUSTOMER CUSTOMER
OVERVIEW OVERVIEW OVERVIEW annapenello
vik_toia
3
masha_erso
fitpeachtraining
runningoftheday
macieelmari
CUSTOMER
PROFILE
CUSTOMER
PROFILE
CUSTOMER CUSTOMER CUSTOMER
PROFILE PROFILE PROFILE
SARA
This is Sara she is 20 years old. She loves to work out and in her spear time in the gym and also takes part in tennis competitions. She loves Ellesse as its comfortable for working out and that is what is important to her. When she isn’t working out she goes to uni and studies English lit, her friends are also very important to her and loves a night out on the weekend. Although she is very into her sports she loves her makeup and won’t go to the gym without some subtle makeup.
sabrinaraahauge
5
H H H H H
AT AT AT AT AT
S S S S S
I I I I I
N N N N N
S S S S S
A A A A A
R R R R R
A’ A’ A’ A’ A’
s s s s s
G G G G G
Y Y Y Y Y
M M M M M
B B B B B
Amazon UK
W W W W W
A A A A A
G G G G G
CoinMakeup
Superdrug
B&M
NIKE Nice
beauty
Elle johnlewis
This is what Sara takes to the gym with her. As you can see she loves Ellesse sports wear, so this is a necessity in her gym bag. She loves music, and listening to upbeat songs while she is working out. She has a few key items of makeup that she likes to keep in her gym bag, mascara, eyeliner, eyebrows and concealer are essential for Sara. As she works out a lot she needs her makeup to be waterproof and that’s all she ever goes for.
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D A I LY D A I LY
ROUTINE ROUTINE
sabrinaraahauge
D AY TO
NIGHT
D AY TO
NIGHT
D AY TO
NIGHT
5:00 - She wakes up has a light healthy breakfast and a protein shake. She then gets ready and puts on a light face of makeup. 6:00 - Sara will then go for a 30min run. 6:30 - One she has been for her run she comes home and showers for the day. 8:00 - She leaves to go to uni and she has lectures all day. 5:00 - After she has finished the day at uni she will head straight to the gym where she will spend an hour or two there. 7:00 - Normally she will go home and make herself tea but today she has been invited out for a meal and cocktails with her friends. 10:00 - Sara heads home early as the next day she’s has a tennis competition at uni.
Everyday Sara will do some sort of activity, whether its gym, running, yoga or going to play tennis.
sabrinaraahauge
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s.e.c_corbera
sabrinaraahauge
sabrinaraahauge
lyndsdueck
T H E
R A N G E
OVERVIEW
We are bringing out a waterproof makeup collection for sports. This collection of products will include a mascara, hydrating lip balm, double ended eyebrow pencil with a brush, translucent powder and a hydrating long lasting primer and fix spray. The eyebrow pencil will come in three shades - blonde, brown and black. This collection of products can be bought as a pack or individually. For customers this can be exciting as they have all their favourite products but they are all waterproof ( this is the main focus ). Which is perfect for them when they are doing any kinds of sport yet still want to look but also feel amazing. The products will be perfect size to fit in their gym bags or even handbags. The collection will also come with a travel bag to keep them all together. The collection will also be cruelty free which we feel is important as a brand and we know it is important to our customers. Our collection is for everyone, and its diverse.
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T T T T
E E E E
C C C C
H H H H
N N N N
I I I I
C C C C
A A A A
L L L L
TECHNICAL TECHNICAL TECHNICAL TECHNICAL TECHNICAL
We all know that no matter what sort of exercise we do we are going to sweat, this is why its important for us to make sure our products are completely waterproof. We want to also make sure that our products are also hydrating. Adding wax to our eyebrow pencil will stop the product from smudging, running and lasting for hours. Zinc Oxide is what will go into our primer/ fix spray which protects skin from harmful UVA and UVB rays. Polypropylene is waterproof so will be good for our mascara, we cant have any water based mascaras as this is what makes them smudge. Dimethicone is also a good ingredient to use, and this is a silicone based oil which keeps the skin soft.
TECHNICAL 1 2
TECHNICAL TECHNICAL
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INFORMATIVE TRENDS
INFORMATIVE TRENDS
INFORMATIVE TRENDS
INFORMATIVE TRENDS
ACTIVE BEAUTY A MAJOR TREND IN 2017, LINKING COSMETICS TO SPORT!!! According to the UK market agency Mintel ( they produce on the international cosmetics market ) the active beauty trend is here to stay. Its is also gaining fast influence. “Going forward, a growing number of brands will be launching innovative products which prepare and assist consumers before and during physical activity, and are also designed to facilitate recovery,” said Vivienne Rudd, Director of Global Insight and Innovation at Mintel’s Beauty and Personal Care division. The active beauty tend is becoming huge in the beauty industry and its going hand in hand with Athleisure fashion. A lot of ready - to wear labels have added active-wear to their ranges. Customers seek for practical and multifunctional products that can be suited for sporting. https://uk.fashionnetwork.com/news/Active-beauty-a-major-trend-in-2017linking-cosmetics-to-sport,808653.html#.XJkBQBP7SfQ
ATHLEISURE ATHLEISURE ATHLEISURE ATHLEISURE ATHLEISURE “The Athleisure trend hit mainstream in the skincare and make-up categories, targeting the opportunity for exercise-compatible beauty products, marketed at consumers leading active lifestyles in search for products before and after workouts. Millennial proved to be most actively engaged with the athleisure trend in personal care with over 37%** stating to be interested in and actively buying beauty and grooming products specifically targeted towards fitness and exercise occasions. “Capitalizing on consumer desire to look their best during and after a work out, UK-based brand Sport FX, designed to appeal to active women with dynamic lifestyles, launched a compact bronzer and powder duo that can withstand sweat whilst working in the gym.” https://www.globaldata.com/five-cosmetic-trendstransformed-industry-2018/
ATHLEISURE ATHLEISURE ATHLEISURE ATHLEISURE Wannabe Magazine
ATHLEISURE
ACTIVE BEAUTY
“Ath-beauty is inspired by the athleisure trend in the fashion industry – a market with an estimated value of $44bn in the US, according to consumer research firm NPD Group, and which is predicted to grow to an $83bn business globally by 2020 (Morgan Stanley). Increasing interest in fitness, health and well-being is fuelling the demand for ath-beauty products. The attention now switches to increasing body and brain function rather than just creating sweatresistant formulas. According to the 2016 State of the UK Fitness Industry report by the Leisure Database Company, the number of UK fitness members now exceeds nine million, with one in every seven people holding a gym membership. This presents opportunity for brands to release products that work in tandem with fitness to enhance performance, both mentally and physically.” https://www.wgsn.com/content/board_ viewer/#/71976/page/3
WHO
ELSE
IS
DOING
IT
WHO
ELSE
IS
DOING
IT
WHO
ELSE
IS
“Drugstore makeup giant Maybelline partnered with sports brand Puma last week to release a limited-edition makeup line it bills as “high-performance makeup with a bold athleisure edge.” The fiveproduct collection, which contains staples like lipstick and mascara, is repped by supermodel Adriana Lima and boasts “high-endurance technology” in “sporty and streetwear-influenced” packaging, Bustle writes. The L’Oreal-owned label is not the first brand to put out a line of makeup that’s ostensibly designed for working out: Drugstore darling Wet n’ Wild has a 30item collection specifically made to “glam up your workout routine” that’s repped by fitness influencer Cassey Ho. Even prestige brands like Tarte and Clinique have athleisure-specific lines and beauty products.” https://qz.com/quartzy/1533987/athleisuremakeup-is-mostly-marketing-but-feel-free-to-useit/
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DOING
IT
“ Let’s get physical! Stimulate your senses with a collection where high-performance colour meets the art of fitness. Pump up your look by sweeping on one of 16 bold-as-you-dare shades of In Extreme Dimension Lash. Warm up or cool down your look with super-charged Lipstick hues and six new shades of Crystal Glaze Gloss. Spitz to finish with a mist of Prep + Prime Fix+ in three scents. Now work it! ” - MAC
In February 2017 M.A.C launched a 39 piece make up collection that was inspired by fitness. They also brought out series of fragrant face mists that were designed to refresh yourself after working out. They haven’t made the range for specifically to use it for working out but they have used the athleisure trend and made it their own, by making it colourful. The collection is inspired by a 1980’s spin class.
HOW THIS REFLECTS ON US
We feel as a sportswear brand that we should follow this brand. Already many makeup brands have taken this trend on board and we think that our customers are going to love this new collection that we have to offer. The athleisure trend isn’t going anytime soon especially as the love for working out and staying healthy grows.
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T T T T
H H H H
E E E E
C o l o u r
P P P P
R R R R
O O O O
D D D D
U U U U
C C C C
T T T T
R R R R
A A A A
N N N N
G G G G
E E E E
S c h e m e . . .
This is what the project range is going to look like we want to stay true to our colour scheme, keeping it bold and cool!! We love our accent colours so that’s why we thought it was very important to us to keep these for this whole new product range that we are bringing out.
T h e
N a m e . . .
A n d
L o g o . . .
We wanted to keep the name for this range very simple nothing to complicated, easy to remember. We came up with a few ideas... Athleisure Beauty ( so our customers know what it is for ) or Ath beauty ( keeping it short ) but our favourite idea was simply ELLESSE BEAUTY - its straight forward, it has our brand name in it ( and we are a spots brand so our customers are going to know what this range is for ) We also think that it has a really nice ring to out and to be honest WE LOVE IT!!! These are the logos that we came up with...
BEAUTY
BEAUTY
BEAUTY
BEAUTY
BEAUTY BEAUTY
After creating a few different logo ideas we narrowed it down to our favourite one, not only did we ask the Ellesse team we asked some friends to... And this is our Ellesse Beauty logo.
BEAUTY 2 1
T h e
E l l e s s e
M a k e u p
B a g
The Ellesse makeup bag is made with acrylic, this makes sure that the bag with waterproof. It is perfect size to fit all the products in. The bag has the Ellesse logo at the bottom of the bag. The outer trim is blue. On the zip it has a rubber band on it with the Ellesse symbol. The zip has the rubber band on it to stop the zip from rusting if the bag was to get wet. £8.00
Vo l u m i s i n g a n d L e n g t h e n i n g Wa t e r p r o o f M a s c a r a
This Volumising and lengthening waterproof mascara is everything you need to keep those lashes looking full and long. It is bursting with conditions like vitamin E, ceramide and collagen, so it feels like you’re wearing nothing at all. It wont smudge or flake at all while you’re working out. It has Polypropylene in it which is what makes
with super waterproof with a few other ingredients. £12.00
T r a n s l u c e n t M i r r o r
P o w d e r
w i t h
The translucent powder is perfect for all skin types and colours. It’s oil-free and non-comedogenic which means it wont clog up your pores and you can sweat without the fear of any breakouts. The compact also comes with a mirror and puffer so you wont need to bring anything else with you as its all in one compact. £15.00
T h e
E l l e s s e
M i s t
a n d
F i x
We all know that no matter what we are going to sweat when exercising that’s no doubt. You can spray this on your face before you out your makeup on and it will hold your makeup for hours no matter what session you’re doing. Or you can even spray this on your face once you have finished your workout and it will instantly cool your face down with the menthol it is made with. £10.00
T h e S u p e r L i p B a l m
M o i s t u r i s i n g This lip balm is super moisturising and nourishing. Will help with all dry and chapped lips while giving your lips a beautiful shine. With nourishing oils of coconut, avocado, and almond with raw shea butter and a little bit of beeswax. Its light in texture and glides onto the lips. £4.50
Wa t e r p r o o f C r a y o n
E y e b r o w The waterproof eyebrow crayon comes with a spooly brush on the other side for you to brush through those brows. The eyebrow crayons come in three shades - blonde, brown and black. With the creamy formula the crayons glide on and are completely waterproof. They can last all day and night. £6.50
BEAUTY
£45.00
PRICE
POINTS
PRICE
POINTS
PRICE PRICE PRICE PRICE
POINTS POINTS POINTS POINTS
We know that we don’t want our range to be over priced as our customers probably wont buy them. Our range needs to be reasonable priced for our customers. Most of our customers are between the ages of 16 - 26, our customers are in the Gen Z section. Looking at other products that are similar to ours we have sort of gone for the same price range. Not only our products Ellesse they really are amazing and definitely worth the money. The product prices a just a little higher than drugstore prices.
The Ellesse bag - £8 Volumsing and lengthening waterproof mascara - £12 Translucent powder with mirror - £15 The Ellesse mist and fix - £10 The super moisturising lip balm - £4.50 Waterproof eyebrow crayon - £6.50 The whole Collection - £45
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THE
DROP!!!
We are going to have this collection ready to drop for SS 2020. This collection will be available to everyone and not just for our UK market. We are dropping this collection ready for the Olympics, which will be a great promotion for us.
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B R A N D I N G G U I D E L I N E S
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.
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We are brining out this new product collection to follow the trend of athleisure beauty because its really rising. We think that our customers are going to love it, all the products are made for all sporting needs as we know with normal makeup it isn’t made for when you’re sweating and working out. The guidelines are completely just to let people wear makeup to the gym without them worrying their makeup is going to smudge.
PACKAGING
We want to follow our original athsetic of the brand especially in branding this collection. We want our branding to be clear but bold following our brands guidelines. We kept the designs for our products simple but effective and that’s exactly what we want for our packaging.
For the packaging we wanted to keep it pretty simple yet sticking to the colour guide lines. We wanted to make sure that is still represented us as a brand. Here are some examples of how the packaging would look. On the products we have our original logo yet on the packaging we wanted to make sure that we used our new ELLESSE BEAUTY logo but also wanted to include the symbol on the packaging as we removed it on the logo.
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On the back of each of the products they all include a list of the ingredients, we feel this is important for the customers to know them and for them to be clear on the packaging, this is so our customers know exactly what they are putting on their face. We want the packaging for all products to be similar yet different in their own ways.
PROMOTION PROMOTION
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PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION PROMOTION
We have a few ideas on how we want to promote our new product range. We think that promotion is key and this is how we are going to increase our sales. We want to start promoting the new range by doing sneaky peaks on our instagram or uploading secretive posts with the caption ‘ coming soon ‘ this can keep our followers guessing on what we will be bringing out. Once the new range is completed it will be the first thing you see on our website. A whole new banner will be created for that. Billboards and bus stops will be good to hold posters or inside big gyms. We can email all our existing customers who have signed up to the website. Have instore promotions in JD, Footlooker and Urban Outfitters. We will host an event with all our friends, influencers, celebrities, media and publicists.
Social media Instagram
Promotion
This is how the Ellesse instagram account would look like. As you can see there is a new storyboard which will include new updates about the up and coming range. Also there are a few posts where the followers can try and guess to see what the new range is that’s coming out. These images aren’t full size but snippets of the new range. In the instagram stories we will create a post about a competition, the followers will have to repost and image, tag us in it, and make sure they are followed to our account and then we will pick a winner that will win the new Ellesse Beauty range.
Website
Promotion
Website
Promotion
Website
Promotion
Here is a mock up on how one of the banners on the website could look like. If you click on the banner it will take you right to the shop where our customers can purchase the items. Having this right on the front of the website should boost sales. As well as a banner we will have a promo video on show at the from of our website to. The Ellesse beauty will have its own shop in the Ellesse website.
B B B B
I I I I
L L L L
L L L L
B B B B
O O O O
A A A A
R R R R
D D D D
P P P P
R R R R
O O O O
M M M M
OT OT OT OT
I I I I
O O O O
N N N N
S S S S
We think that billboard and bus stop promotions are another good way to promote ELLESSE BEAUTY. Not only can our customers can see these but we are hoping this can reach out to new customers as well. Hoping that anyone who loves to workout will be interested in our new range, as its for anyone.
STRATEGY OBJECTIVES
STRATEGY OBJECTIVES
STRATEGY OBJECTIVES
STRATEGY OBJECTIVES
The objective to bringing out ELLESSE BEAUTY is to defiantly increase sales, for the whole brand. As we are moving into a new market with beauty we are hoping to gain more customers by doing this. We are hoping bringing out this new range will build our brand and give that promise to our customers about delivering the most innovative products for them. We don’t just want to market this to our UK market we want to grow bigger with it.
KEY
RECOMMENDATIONS
We want to definitely up our social media game, by doing this we need to carry on posting regularly. Having competitions for our customers on social media this way we can gain more followers. Using more hashtags is a good way to get brand recognition. Especially for our Ellesse Beauty there are so many hashtags we could use - #Ellessebeauty #beauty #athleisure #makeup #sports. If we use more hashtags like these we can get a lot more followers which could give us more sales. We have a huge opportunity to grow here especially as our target customers love social media. Lets follow this. The use of models that we use. Lets be more diverse. This is very important nowadays. Using different ethnicities as well could gain more of an interest from others. We could start our own chain of stores. We don’t own any Ellesse stores. Having our own store can massively up sales, and these stores don’t need to be just in the UK. Lets grow and seek into other counties. Especially in Asia where there is a huge market potential with a positive growth for tennis. We should do more collaborations with influencers and brands. We have done a few but a few isn’t enough and they should be done more often. Using big names that are around the world could be huge for us. We know people wear our clothes and love them but we just need to grow on that and become bigger as a brand.
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KEY MESSAGES AND COMMUNICATION CHANNELS
We Make Cruelty Free Products We are Sustainable We support inclusive and fair working environments We are the forefront of sports technology We know all about youth culture Our heritage means a lot to us We want to build customer loyalty We loving working with charities We respect our working and customers
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PRESS PRESS
and and
PR PR
PLAN PLAN
We want to promote this as much as we can, we are going to go all out and why not. As we have connections with JD and footasylm we are going to have ads on their main websites ( including ours ). Ads on Facebook and Instagram as they are both two huge social media accounts, this could also help our social media accounts grow. As we are bringing out Ellesse Beauty at the time of the 2020 Olympics we want to sponsor them, giving athletes our products to wear and use which will gain huge recognition. Having our logo around the Olympics as well not only on the athletes. We want to sponsor people like Larisa LATYNINA, Michael PHELPS, Birgit FISCHER, Paavo NURMI. As our new project is cruelty free we want to work with the cruelty free international trust brining awareness to this trust, as we truly believe that it is important. As a brand we feel that it is essential to help out charities and we have done a lot of charity work before so helping out another would be amazing. We want to have a event day which can allow us to show off our new Ellesse Beauty range. The event will happen in London. We want to invite some big sporting names and influencers from the UK. Everyone that comes will get a goodie bag with the new range in. We are hoping to gain more celebrities that are interested in the brand. We also just want to show off our new range to them. We want press there so it can show off what is going on in the event.
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ELLESSE
BEAUTY
EVENT
Here is a mock up of what one of the posters could look like for the event. The location is The play room and its a really funky room, its a good size, a bar and with ping pong tables. We also want to have a mini pop up shop in the event so our guests can purchase and have a look through what we have to offer.
POSSIBLE
GUEST
BEAUTY
LIST
Carl Lewis Larisa Latynina Rory McIlroy Wayne Rooney Anthony Joshua Lucy Shuker Rebecca Adlington Nicole Cooke Jayne Torvill Sharron Davies Jackie Lockhart Kelly Holmes Lorna Vevers Victoria Pendleton Samira Mighty Olivia Attwood Michelle Lewin Jen Selter Kayla Itsenes Emily Skye Massy Arias Joe Wicks Dani Dyer Kazimir Crossley Alexandra Cane Kady McDermott Olivia Buckland Alex Bowen Johanna Konta Heather Watson Virginia Wade Andy Murray
D S D S
IGITAL AND SM TRATEGY IGITAL AND SM TRATEGY
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We want to use all of our social media accounts ( facebook, Instagram and twitter ) We do want to focus more on instagram though as we feel that’s what most people use. Its a good platform for imagery. We want to keep our key ethos when posting, keeping the images clear and bold, yet still colourful. We want to use #EllesseBeauty on all posts that are about Ellesse beauty. We want to give influencers and promoters the new product line so they can try it out and also review it though social media platforms. We want to use influencers such as Olivia Buckland, Anne Marie, Kayla Itsenes and Emily Skye. They are all very much into their fitness and some love Ellesse already. We defiantly want to run competitions over social media, this way we can gain more followers and its keeps are existing followers interested as well. Competitions such as free Ellesse products, the chance to come and work with us, giveaways, money etc...
#ELLESSEBEAUTY
BEAUTY
Bibliography Bibliography Bibliography
https://www.quora.com/What-ingredient-incosmetics-make-it-waterproof https://www.100percentpure.com/blogs/feed/ secrets-of-waterproof-makeup https://www.wgsn.com/content/board_ viewer/#/21572/page/11 https://www.harpersbazaar.com/beauty/makeup/ g14428016/makeup-trends-2018/ https://uk.fashionnetwork.com/news/Activebeauty-a-major-trend-in-2017-linking-cosmeticsto-sport,808653.html#.XJkBQBP7SfQ https://www.globaldata.com/five-cosmetictrends-transformed-industry-2018/ https://www.wgsn.com/content/board_ viewer/#/71976/page/3 https://qz.com/quartzy/1533987/athleisuremakeup-is-mostly-marketing-but-feel-free-touse-it/ https://www.standard.co.uk/shopping/esbest/ beauty/best-lip-balm-to-moisturise-dry-chappedlips-a3913486.html https://www.burtsbees.co.uk/product/chai-tea-lipbalm/ https://www.toofaced.com/shop/face/powder/ setting-powder/dew-you-fresh-glow-settingpow/Dew+You+Fresh+Glow+Setting+Pow. html?cgid=setting-powder#start=1 https://www.google.co.uk/ search?safe=strict&rlz=1C5CHFA All images are from Ellesse instagram