CLEANSE COSMETICS Promotional Strategy
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Jessica Clemes BAFM303
CONTENTS Cleanse Cosmetics SWOT analysis The marketing mix Key objectives and action plan Key messages Key communication channels Press/PR Plan Digital and SM Plan External promotions/advertising
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CLEANSE COSMETICS An upcoming beauty brand, Cleanse Cosmetics a sustainable beauty brand who puts the clean in cleanse and were made to save the world. Cleanse Cosmetics focuses on sustainability within their business. Cleanse Cosmetics is 100% recyclable. The packaging that Cleanse Cosmetics uses is completely recyclable and some of the products packaging can be reused. The ingredients that are used are completely natural/organic and cruelty free.
SWOT ANALYSIS STRENGTHS - 100% sustainable - Eco friendly - Cruelty Free - Natural/ Organic - Minimal waste - Independant brand - Great customer service - Reusable packaging WEAKNESSES - Independently ran - Independently managed - Unstable supply of ingredients and materals - Limited finances OPPORTUNITIES - Using social media to reach new audiences - Showing more awareness for sustainability - More interest in sustainable beauty brands - Increase supply of a wide range of products THREATS - Fierce competition in the cosmetic market with a new brand launching itself every day - Economic downturn can hamper sales - Encouraging consumers to go green and to use less products that contain chemicals ( but cheaper )
T HE MAR KETIN G MI X PRODUCT Sustainable cosmetics brand that sells beauty natural and organic products such as Cleanser, Toner, Moisturiser, Foundation, Concealer, Eyebrow Pomade, Bronzer, Eyeshadow, Mascara and Lip balm. These products will all be in sustainable packaging that can be recycled and some can be reused. PRICE Each product will be fairly and reasonably priced. The brand will be affordable but with a high end feel. PLACE My products will be sold online on Cleanse Cosmetic’s website. I will also be promoting them on social media channels and the link to our website will always be in our bio. PROMOTION Social media will be Cleanse Cosmetics main way of promoting themselves. Paid adverts will be shown on social media. Word of mouth advertisement will include repost and shares over social media.
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KEY OBJECTIVES AND ACTION PLAN My aim is to make more people aware of sustainable beauty and how many benefits it has to our planet. I want more people to start using containers that they already have and use them for beauty products. I would like to at-least grow to 500 followers on Instagram to gain brand awareness by the end of 2020. I need decided on pricing for my products, I want them to be affordable but at a high end quality. I need to finalise my packaging designs and make sure they are at a good quality. I will designing all the packaging on Photoshop. I also need to create the Cleanse Cosmetics website and have all the photography ready. I will be creating my website on something like WIX for example. I want to be able inspire and also change consumer behaviours to include more eco-friendly shopping habits.
KEY MESSAGES We put the CLEAN in CLEANse and are here to save the world. As a brand we want to gain more awareness with the amount of packaging that gets wasted in the beauty industry.
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COMMUNICATION CHANNELS Effective communication plays an important role in our business to inform and influence behaviour. Cleanse Cosmetics top communication channel will be social media. Social media platforms including Instagram, Facebook, Twitter and Youtube. Consumers will also be able to communicate to us through Cleanse Cosmetic’s website, on the website it will show all our social media platforms with links and also an email address where consumers can contact us directly. Cleanse Cosmetics uses B2C marketing, customers at this moment of time can only buy Cleanse Cosmetics on our website. Cleanse Cosmetics at this moment of time is a small business, but later we may consider to selling to other businesses. Cleanse Cosmetics will reach out to influencers to help promote the brand. Influencers also can give consumers discount codes for their first purchase. This will gain more brand awareness. Influencers will post about our products through their desired social media channels.
PRESS/ PR PLAN With Cleanse Cosmetics being a small independent cosmetics business, I mainly want to rely on using our social media platforms to grow. To grow as a cosmetics brand and to grow our socials I will be using Influencers. I want to use influencers from the UK to start with because Cleanse Cosmetics is founded here. The influencers I am considering in using are; Nicola and Sam Chapman 571K followers Jamie Genevieve 1.3M followers Zoe Sugg 1.9M followers Jess Hunt 780K followers Nikki_Makeup 1.4M followers These are just an example of influencers I want to use. These influencers will be sent a press package which will include all the products from Cleanse Cosmetics which enables them to promote on their socials. Once Cleanse Cosmetics gets up and running and with influencers mentioning us on Instagram. I would like to make it into some magazines such as; Elle, I-D, OK! and Cosmetics International.
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SOCIAL MEDIA PLAN Social media is very important to cleanse cosmetics. Social media is how I am going to promote the products to the customers. To be able to do this I need to be active on all social media accounts using scheduled posts, this gets the customers engaged. Posting at the right times is important, I want to post when social media is most active and here is a table... Sunday: 10:00 a.m. to 2:00 p.m. Monday: 11:00 a.m. to 5:00 p.m. Tuesday: 5:00 a.m., 9:00 a.m. to 6:00 p.m. Wednesday: 5:00 a.m.,11:00 a.m. and 3:00 p.m. Thursday: 5:00 a.m., 11:00 a.m. and 3:00 to 4:00 p.m. Friday: 5:00 a.m., 9:00 a.m. to 4:00 p.m. Saturday: 11:00 a.m. Competitions will help grow cleanse cosmetics social media accounts. Competitions such as... Like, share and tag 3 friends to win... ect. Giving away samples of products is important to me as I am a strong believer in trying before you buy, this will also gain loyalty with customers. Keeping my social media accounts clean and professional with the right language is also important. I want my aesthetic the same throughout. My social media content will be different to how I am on the website. The website is for selling the products with in-depth descriptions on the products. Social media is going to me less formal with more imagery.
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EXTERNAL PROMOTIONS AND ADVERTISING Previously I talked about using influencers, this is a good way to promote Cleanse Cosmetics and also to use this as advertisement for the brand. The benefit of using influencers is that they are well known and this way I will get a larger following for the brand. As a small independent brand I want to keep all costs low until the brand creates a high revenue. At first I want to keep the main focus on making sure the quality of the products is perfect for my customers. In the future I will start thinking about magazine ads, but for the moment my key focus for advertising and promoting is social media.
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