E V A N S – B A R N E T T – B O K H A R I -‐ G R I E S E L
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J E N N I F E R E V A N S
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N E L L I E B A R N E T T
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S A B A B O K H A R I
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K R I S T I N G R I E S E L
Category Review • • • •
Organic skincare Target: Women 25-‐49 Sold at department stores and Sephora Market Demand: Organic and natural skincare is a very compePPve market
Brands Part II
Concept Summary Zareen is a vegan skincare line that is inspired by the natural, life-‐giving elements of the East. Zareen product ingredients are kept true to form so that every consumer experiences the revitalizing and effecPve results of each product’s star ingredient.
Brief Marketing Summary ● CompePPve $30-‐$100 price point ● E-‐commerce, Sephora, and department stores
Preroll
Video Hub
YT
Blog
SP
Social
PR
Ads
Date Fruit Extract Anti-Aging Lotion ● InnovaPve skin rejuvenator ● Helps reduce the appearance of fine lines, wrinkles, and signs of aging ● Date fruit anPoxidants counteract the harmful free radicals ● “Vitamin BLT” ● Daily use ● Extra boost of radiance $74 | 1.7 FL OZ.
Brand Elements Typestyle • Uses Quicksand type • Appears here in black, but may change due to packaging color and ingredients
Logo • The word ‘Zareen’ is superimposed over the grayscale Farsi translaPon of the name
Brand Elements SLOGAN: “RADIANT SKIN EMPOWERED BY NATURE” Packaging design & colors • Bokle is typically in cylindrical containers with a pump dispenser, cap, or top. Size and packaging type will vary depending on the type of product. • Color of packaging coordinates with the product’s main ingredient.
Positioning A unique brand providing women with essenPal Middle Eastern ingredients that are 100% vegan.
Zareen has a commitment to high-‐quality skincare but also to the environment.
Zareen Pes together beauty and philanthropy.
Ta rg e t M a r k e t Target Market: Women 25-‐49 Well-‐educated | Health Conscious | Hard working • Concern for what she consumes, how it was made – Appreciates company transparency • Desires skincare products that are natural and effecPve • Supports companies with philanthropic affiliaPons
Competition Direct: Skincare that is organic or raw • Korres, Origins, Kiehl’s, Be Yummy, Raw Botanicals In-‐direct: Drugstore skincare products • Neutrogena, Olay, Dove, Clinique, Aveeno
Competition Parity • Natural ingredients • Similar price point • Promise effecPve results Differences • 100% Vegan • Company transparency • Introducing Middle Eastern ingredients to the West in terms of skincare • Philanthropic associaPons
C o re Va l u e s ● Quality o Zareen uses only the highest quality ingredients ● Transparency o Zareen believes in brand transparency. We want our customers to know what they are consuming, how it is made, where the ingredients are sourced from, and our company’s producPon policies. ● Philanthropy o Zareen believes in giving back and paying it forward. We are commiked to enriching the lives of young women through the NaPonal Girls CollaboraPve Project.
Mantra empowerment transparency simplicity
Secondary Associations • Co-‐branding – Partner with Birchbox – Partner with notable beauty vloggers for video tutorials
• Corporate Consciousness/ CSR – NaPonal Girls CollaboraPve Project
• Nasim Pedrad – Tying Persian & American community – Rising star
Extensions Skin Care products the brand will carry :
Saffron Lemon Ultra Hydrator Concentrate Rosewater Toner Honey Rejuvenator Rosehip Oil Makeup Melter Almond Scrub Turmeric Brightener
Possible extension into color cosmePcs
IMC Brief • CommunicaPon ObjecPve: – Establish ourselves as the leading experts in natural skin care by leveraging the fact that only Zareen holds the natural beauty secrets of the East – The “Big Idea”: Empowerment through science, beauty & and natural elements
Ta rg e t • Ages 25-‐49; health conscious, on-‐the-‐go working women who want to take care of skin the natural way • Insight: – “Most brands available aren’t natural enough for my lifestyle” – “My skin is exposed to too many pollutants to remain healthy and have a natural glow”
B r a n d P ro m i s e • FuncPonal: – Zareen products not only help reduce the appearance of fine lines, but use specially formulated ingredients that counteract the harmful free radicals that cause premature aging • EmoPonal: – The empowerment you feel from fighPng the signs of aging with naturally-‐derived elements
T h re e - P h a s e d A p p ro a c h
To u c h P o i n t s
Conclusion • Zareen caters to what women want by using high quality ingredients. The transparency across all plarorms makes it a skincare brand women will recognize, use, and recommend. • The perfect combinaPon of beauty and philanthropy.