LAUNCH A PAUL SMITH COSMETIC STORE IN LONDON
CONTENTS
2
INTRODUCTION
3 3 5 7
THE STORE
9 12 13 14 16
THE PRODUCTS
FACE LIPS EYES NAILS
17
ADVERTISING
21 21 23
INTERACTIVE COMMUNICATION
25
PRODUCT BROCHURE
29 29 31 33 35 36
PUBLIC RELATION
LOCATION VISUAL MERCHANDISING IN STORE VIEW
WEBSITE IPHONE APPLICATION
INVITATION PRESS PACK PRESS RELEASE LAUNCH PARTY 12 MONTHS PR PLAN
INTRODUCTION
Paul Smith brand is well known and recognisable all over the world with 12 collections in 35 countries. It has successfully developed in numerous design areas such as clothing, furniture, and shoes.
At now, Paul Smith will be expanded a new Paul Smith cosmetic area due to its success in fashion industry. It will be launching the first cosmetic store in Brook Street in the heart of London.
This brochure will provide fully the information on how the store will visually be appeared and how the cosmetic products will be designed. Besides, the advertising strategy and the promotion of new Paul Smith cosmetic product also will be introduced.
2
THE STORE LOCATION
The first Paul Smith cosmetic’s store is allocated in the city centre of London with a big of population size and a huge number of markets. This opportunity easily and
conveniently
brings
Paul Smith’s cosmetic products to customers and the market. The address is 49 Brook Street in London.
3
4
VISUAL MERCHANDISING
The front of Paul Smith cosmetic store is designed in depth of Paul Smith style. The Paul Smith colour and the woman’s lips will be decorated how to suit in design combination. The statement is “the Paul Smith colourful lipstick is making up your lips nice and beautiful.”
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6
IN STORE VIEW POINT
The inspiration of designing Paul Smith cosmetic store is discovered by an interesting the colourful tangled lines of London Tube map. As a result, the Paul Smith store is used numerous colour glasses to direct customer to choose the product such as the blue is displayed for eyes products , the red is for lips products and the yellow is for face products. In addition, the Paul Smith store is decorated by flora wallpaper it looks very light and warm. Using Paul Smith’s classic style, the store creates a feeling very elegant and comfortable for viewers.
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PRODUCTS
Customers would love to know what a fantastic Paul Smith cosmetic product. Research the trends of consumer thinking and the market, people are always looking for something newer and more exciting products and a survey from young ladies, it is possibly to launch a new Paul Smith cosmetic line to fit their every day needs that people will be interested in buying. Paul Smith cosmetic line is expected to bring an elegant design product, the high quality, and fashion. There are including face, lips, eyes and nails.
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10
11
FACE FOUNDATION POWDER FOUNDATION
12
LIPS LIP STICK LIP GLOSS LIP LINER
13
EYES EYE SHADOW EYE LINER MASCARA
14
15
NAILS
16
ADVERTISING
The Paul Smith advertising campaign is using the image of a model combined Paul Smith make-up cosmetics, it looks pure and smart. Besides, the advertising strategy also uses the image of zebra; it is representing a Paul Smith creative, interesting and funny brand personality.
Those will be the main representative images of Paul Smith cosmetic products appearing on fashion magazines and Paul Smith official website. Paul Smith hopefully will promote its cosmetic products to potential customers and target markets.
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INTERACTIVE COMMUNICATION WEBSITE
The Website interaction is one of the fastest media for any businesses wanting to promote their products and services to the global market. It is the best way to bring the image of products to customers conveniently and quick. Therefore, Paul Smith plans to build an intelligent website for Paul Smith’s cosmetic line which will be launching on August 2011.
As
a
result, using Internet communication technology, customers can be easy to find the detail information of Paul
Smith’s
cosmetic products, launch party and news. Paul Smith website enables customers possibly to buy their favourite cosmetic products online from anywhere using Internet access. The interface of Paul website also is designed friendly, smart and simple in use.
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22
IPHONE APPLICATION
Paul Smith establishes an application program using on new technology devices, currently specify to iPhone, iPod touch and iPad. All Paul Smith cosmetic products are at your fingertips. The interface is simple, a quick look into the highlights of the Paul Smith beauty world. The link shortcut allows you to browse all Paul Smith make-up products by sweeping through your iPhone, iPod Touch and iPad.
This application gives you up-to-date news feed of various news stories. By using the Paul Smith cosmetic application, users can find the Paul Smith make-up products immediately, in addition, a store locator direct you to the map of Paul Smith cosmetic store location. Free download of this application program is available in the Lifestyle Category of the iPhone App Store.
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PRODUCT BROCHURE
A product brochure design will help to promote our cosmetic products and services to the prospective buyer in a impressive way.
The brochure is an excellent way to communicate to audiences everything from ‘what is our business?’ and ‘what does it do?’ .It also includes fully product information, make-up tutorial and our contact information. We plan to make a creative concept and eye-catching brochure design. It aims to bring out a brief message directly to the customers let audiences will pay their attention. The brochure will be created with text and upload our Paul Smith cosmetic logo, and graphics of products. In addition, it will be filled fully the detail information of our great cosmetic products and the warm Paul Smith cosmetic launch’s party on 25 August 2012.
The main purpose brochure is required to consistently attract potential customers as well as current customers, achieving increasingly promotion and prospects.
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PUBLIC RELATION INVITATION
An invitation is the key business marketing. It is used to invite clients or customers to special business events such as weddings, parties, launch party. In this outstanding Paul Smith launch party, the invitation letter is designed creative with the picture of Paul Smith lipstick decorated colourful and attractive. The invitation is also one of many advertising strategies in order to promoting the image of new Paul Smith cosmetic products.
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PRESS PACK
Press packs will be forwarded to a selection of press approved by Paul Smith’s PR team. The press pack includes a selection of luxury and high quality product which are available from Paul Smith.
Product Brochure Eye Shadow Press Release
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PRESS RELEASE Paul Smith is a local famous brand of England, its brand images and products have increasingly been appearing in many countries in the world. The Paul Smith has become an international brand recognisable in the global market. The first collection of Paul Smith cosmetic products will be arrived on 25 August 2012 and the celebration of Paul Smith cosmetic brand is also going to organise on the same day in Brook Street, London.
The promotion of Paul Smith cosmetic products is to concentrate on two factors; there are the development of Paul Smith cosmetic website and the application program on Iphone, Ipod touch and Ipad. The audiences are able to find the information on the Paul Smith cosmetic website by using Internet communication technology. In addition, application programs on the Iphone or Ipad are available in App Store tool. These techniques are bringing audiences come to Paul Smith cosmetic products more effective and convenient.
The first collection of Paul Smith cosmetic products involve the majority of new Paul Smith cosmetic products. The categories are foundation, lipstick, eye shadow, etc. Paul Smith hopes this opening of new cosmetic products is to satisfy a part of the customer and the market’s demands. As a promotion of Paul Smith cosmetic celebration, in the first week, all Paul Smith cosmetic products offer you with 10 percent discount, this opportunity is to promote customers use Paul Smith cosmetic products as well as c ustomers can buy more their favourite Paul Smith products. Besides, Paul Smith is glad to give you away a goody bag which includes the Paul Smith cosmetic product sample and a product brochure.
-ENDFor more information, please visit: www.paulsmithcosmetic.com/press Also can contact with: mediarelations@paulsmith.com Tel: 020 7499 8059 33
GUEST LIST There is a small example of guest invite.
MAGAZINES VOGUE UK GQ MAGAZINE ELLE UK LOVE MAGAZINE WONDERLAND MAGAZINE IT’S NICE THAT FREESTYLE MAGAZINE
NEWSPAPERS DAILY MAIL TIMES ONLINE GUARDIAN
FASHION WEBSITE VOGUE.COM
GUESTS MARTIN PARR LITTLE BARRIE SANDRO SODANO PETTER SMITH ANDREW HALE
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LAUNCH PARTY
The launch party will be hold at the Paul Smith cosmetic store. The purpose of this party is to bring the new product to existing Paul Smith’s customers as well as introducing to new potential customers. The new Paul Smith cosmetic products will be officially appearing on the day of launch party.
The food and beverages are always an important factor to decide whether or not the audiences will be happy to attend the party, therefore, these elements will be prepared carefully and considerate. Customers are invited to enjoy eating and socialising and delicious free foods & drinks. In specially, In the Paul Smith’s launch party, foods and drinks will be prepared by Gordon Ramsay at Coleridge Five Star’s Hotel which located next to Paul Smith shop in Brook Street. Gordon
Ramsay is one of the best restaurants in London, is
the London venue to be seen at, as good as organising celebrations, meetings, parties, etc. Enjoying with the best foods and drinks, customers also will be introduced the new Paul Smith cosmetic lines
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12 MONTHS PR PLAN 12 months before
Set a date and location for the party Write a preliminary gust list
9 months before
Design the invitation and advertising for the party Hire entertainment: music, photographer
6 months before
Make a booking with florist, caterer Send invitations to guests
2 months before
Make a gust list confirmation to ensure how many guests will be attending Ensure music and photographer will be arriving on time
1 weeks before
Confirm with caterer, food will be bringing on time, fresh and nice Beverages will be preparing fully Check all facilities and grounds
Party day
Arrive early, ready to welcome the guests The guests arrive and time to get everything ready to go
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Module Tutor Student Programme Module Guide Module Title
Sarah McDonnell, Stephen Lee and Joan Johnston Jinzhen Xiao (07034965) BA (Hons) Fashion Communication DE0931 Concept Realisation and Promotion