BEAUTY BEFORE MAKEUP
MARKETING PLAN
INDEX
01 02 03 03 04 04 05 06 07 08 09 10 13 14 16 20 24 25
Our Team Executive Summary Rationale Objectives Situation Analysis Historical Context Consumer Analysis Industry Analysis Competitor Analysis Target Market Secondary Research Primary Research Campaign Strategy Experiential Marketing Public Relations & Influencers Digital Marketing Conclusion Sources
OUR TEAM
Erika Alcantar
Alexandra Angeledes
‘20 Business Administration Major
‘22 Business Administration Major
Karla Leung ‘22 Communications Major
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EXECUTIVE SUMMARY Estee Lauder is a well-known cosmetics and skin care company founded in 1946 that has consistently marketed its products as high-end cosmetic products for glamorous women. Throughout the decades, this has resulted in a primary market of women ages 35 to 55 and created the perception that Estee Lauder is a brand for older women. The company tried to break into the millennial space with the launch of their collection Estee Edit in 2016, but was ultimately not successful.
The beauty industry is seeing continuous annual growth but is experiencing a cultural shift due to the rise of social media and indie brands, the impact of celebrities and influencers, and an overall focus on natural beauty and body positivity. Estee Lauder faces significant competition from well established brands whose primary consumers consist of women aged 20 to 40, as well as cannibalization of other beauty brands under the Estee Lauder Companies Inc. Our team aims to create a campaign that markets Estee Lauder toward a younger target market of women ages 18 to 34. Through secondary research on Gen Z and Millennial women, and a primary research survey of women in our target market, our team found that these women want natural, clean makeup that focuses on finding your beauty through your own diverse individuality. These women spend time thinking and researching what makeup products they want to buy and want the messaging and advertising for their products to show real women. Our new campaign, “Beauty before Makeup,” will create images and messaging that showcase loving your look, both inside and out. We want to highlight real women having fun with their beauty routines and break the mold of traditional beauty that Estee Lauder has been confined to. Promotions for our campaign will consist of three parts: experiential marketing, public relations, and social media marketing. Experiential marketing will consist of pop-up activations, point-of-purchase displays, and samples. Public relations will consist of PR kits, social media influencers, and content creation through these PR kits and influencer relationships. Social media marketing will take place across multiple platforms: TikTok, Pinterest, Instagram, Snapchat, and Twitter. Our team’s ultimate goal for our “Beauty before Makeup” campaign is to implement our strategies in these three areas to expand Estee Lauder’s target market to Gen Z and Millennial women, ages 18 to 34, and create an overall consumer demographic of women ages 18 to 55 for the brand.
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2) 68.9% of respondents associate Estee Lauder with an older demographic
OBJECTIVES
Expanding Estee Lauder’s marketing efforts to attract consumers aged 18-34 will tap into the large number of Millennial and Generation Z consumers that are defining the market and maintain the brand’s position as a major player in the beauty industry.
RATIONALE
1) Lack of success of the Estee Edit collection
• Increase the purchase of Estee Lauder products amongst the 18 to 34 target market by 20% in the first year following the brand campaign • Improve attitudes toward the brand amongst Millennials and Generation Z consumers • Increase overall positive WOM of the Estee Lauder brand
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IND USTRY ANALYSI S
SITUATION ANALYSIS Estee Lauder encompasses two beauty markets: color cosmetics and skin care. In 2018, the United States gained 89.5 billion in revenue from these markets. The United States holds 23.7% of the market share for skin care and 14.6% of the market share for color cosmetics. Skin care and color cosmetics beauty markets have annual growth rates of 3.3% and 3.6%. The three major players in the beauty industry include L’Oreal USA, Inc., Procter & Gamble, and the Estee Lauder Companies Inc.
$89.5 billion
The Estee Lauder Companies saw a revenue of 14.6 billion from its over 25 brands in 2019, holding 5.6% of the beauty market in the United States (Hiner, 2019). The Estee Lauder brand itself brought in around 1 billion in sales in 2019 (“2019 Year in Review,” 2020). The beauty industry is seeing continuous annual growth, especially with the addition of new brands and acquisitions from large parent organizations. While the Estee Lauder Companies Inc. is a key player in the industry, Estee Lauder itself can gain even more revenue and market share by attracting a younger audience to its products.
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CULTURAL CONTEXT Estee Lauder is a global company but faces more challenges in the way of consumer and beauty industry culture rather than varying cultural contexts across the globe. The beauty industry has seen a shift in recent years with the rise of social media and indie brands. Modern day consumers are experimenting with a variety of brands and looking for the next best product. Celebrities and influencers have taken over the makeup and skincare space leveraging their social media followings and content to establish their own beauty empires and create new product lines with established brands. This is seen through the rise of influencers like Jeffree Star, Kylie Jenner, Jaclyn Hill, and Huda Kattan. Recently, the beauty industry is seeing a new focus on natural beauty, high quality ingredients, and body positivity. Brands like Glossier and The Ordinary are particularly important in fueling the trend for natural looks and self-care. The evolving landscape has ushered in a new era of diversity and inclusion in the beauty industry. Beauty is no longer just about makeup and skincare products, but who is behind the products and what they represent to consumers in modern day society. Beauty brands have to create an experience for their consumers and establish a sustainable voice and presence to stay relevant in the new era of the beauty industry.
CONSUMER ANALYSIS Estee Lauder’s primary market consists of women aged 35 to 55 who are looking for high end and reliable products. Primarily purchasing Estee Lauder products in department stores such as Bloomingdales, Macy’s, Sephora, and Saks Fifth Avenue, Estee Lauder targets educated, middle class to upper income women. The primary skin concern of this demographic is anti-aging. However, the initial age of use for anti-aging products is steadily decreasing with 30% of women over 35 years old beginning to use anti-aging products and some even starting at 26 years old (Bido). This increasing concern with aging implies an opportunity to incorporate younger women into Estee Lauder’s target market. This has created Estee Lauder’s secondary market, consisting of women aged 20 to 45 years old, who are also well educated with high incomes. These women are sophisticated, well rounded, on the go, and find Estee Lauder’s products to appear elegant and high fashioned.
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HISTORICA L CON TEX T
Founded in 1946, Estee Lauder is the flagship brand of The Estee Lauder Companies Inc. The brand is known for its makeup and skin care products, most notably its Advanced Night Repair serum, Double-Wear foundation, and Pure Color Envy sculpting lipsticks. Historically, Estee Lauder has catered to an older demographic of 35 to 55. The typical Estee Lauder consumer is seen as an affluent woman in her sixties, living in the upper east side of New York. However, the makeup industry as a whole is moving toward a millennial demographic. In an effort to create a more youthful brand and appeal to millenials, the company launched Estee Edit in 2016. The launch called for extending the brand’s previous placement strategy outside of department stores like Macy’s and Nordstrom and into millennial beauty stores like Sephora. Kendall Jenner became the face of the campaign as Estee Lauder broke into the social media influencer space. Despite its efforts, Estee Edit ultimately failed to deliver on the projected $60 million first year sales and was concluded in less than a year. While the launch didn’t accomplish its intended goal of reaching a younger audience, it allowed Estee Lauder to break into the Sephora beauty space, a step in the right direction for reaching millennials. Estee Lauder faces competition from both new and established brands, self-cannibalization from the various brands under the The Estee Lauder Companies Inc. umbrella, and challenges from the evolving cultural landscape of the beauty industry.
COMPETITOR ANALYSIS Estee Lauder has consistently competed against beauty brands including Lancome and Clinique, which both primarily target older women. However, if attempting to gain a younger target demographic, Estee Lauder faces significant competition with established brands whose primary consumers consist of women aged 20 to 40, as well as cannibalization of other beauty brands under Estee Lauder Companies Inc. Lancome has found success in diversifying, launching their 40 Shades, 40 Powers campaign in 2018 to highlight their inclusive foundation range
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(MelanMag). Featuring 40 influential women of various careers, ages, and ethnicities, the oldest being 75 years old in their campaign to highlight their inclusivity, which young women support. Additionally, they feature annual global ambassadors, including 20 year old Victoria Secret model Taylor Hill and 23 year old Zendaya, which gained Estee Lauder recognition among younger women (Denton). Clinique recently broke through with younger consumers with Clinique iD (Dancer). Launched in 2018, their personalized and trendy moisturizer was marketed to fit any skin concern with a total of fifteen different combinations; personalization allowed them to reach a wider range of consumers and skin concerns, as well as portraying themselves as savvy (Neff). However, it is important to note that Clinique is a brand under The Estee Lauder Companies Inc., and therefore could be considered as cannibalization. If trying to break into a younger demographic, Estee Lauder faces significant competition with already established cosmetics brands including Fenty Beauty, Tarte, Glossier, and Anastasia Beverly Hills. However, this competition would also extend to include Estee Lauder’s own acquired brands, including Mac Cosmetics, Clinique, Bobbi Brown, TooFaced, and Becca Cosmetic. Pictured Right: A Glossier ad that features a woman of color up close, highlighting her natural beauty.
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TARGET MARKE
ET
SECONDARY RESEARCH Color cosmetics is one of the largest market segments for the beauty industry for women ages 18-34, showing how important this segment is to the beauty industry and to these young women. The target market 18-34 contains both Gen Z and Millennial women.
‘97-12 ‘81-96 Generation Z Women Millenial Women - most diverse generation - value sindividuality and self-expression - enjoys color, sparkle, and multi-use products - prefers products be clean and eco-friendly
- cautious about where to spend their money - uses social media as a source of research - prefers products be natural and clean - above-agers users of facial makeup products
Sources: Morris, GenZ, Millennials, and Boomers). (Color Cosmetics - US - July 2019: The Market - What you Need to Know)
Particularly, women ages 18-35 are above-average users for newer popular products such as bronzer, highlighter, and primer, showing that the target market of young women, ages 18-34 is ready to experiment with makeup and try different products that they may not be used to using. Therefore, it is critical that Estee Lauder capitalize on this and advertise the variety of their products to appeal to the target market of young women. Market research shows that as of July 2019, there is a trend towards cleaner beauty products that are hybrids or have multiple functions, which also supports the market characteristic of young women trying new products they haven’t previously seen because of the high engagement and focus on their beauty routine (Color Cosmetics - US - July 2019: Facial Makeup Usage). The end segment of the target market, ages 35-55, is made up of both Millennials and Gen X. Gen X looks for youthful products, focusing on anti-aging products and natural makeup that is simple and luxurious, and cares about brand loyalty (Morris). Since 2017, growth for eye cosmetic products has grown by 5.4%, showing that this is a makeup product that young women focus on and like to use (Color Cosmetics - US - July 2019: Facial Makeup Usage). The cosmetic market is dependent on trends and this is what young women have a huge focus on in terms of the makeup they use, so Estee Lauder must focus on this when trying to appeal to this age group of women. Another unique feature of the target market of young women ages 18-34 is that these Millennial women are very attached to brands, particularly to the brand preferences of their parents: Millennial women tend to stay close to their parents even after they leave home, and this extends to brand preferences (Brennan). Estee Lauder’s current target market is older women, , so positioning the brand in this way could be a helpful tool to attract young Millennial women, and tie in the overall target market of women ages 18-55.
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PRIMARY RESEARCH
TARGET M
Our group conducted a survey on makeup trends in wo
How important is brand reputation when deciding which brand/ product to buy?
45.9%
reported it to be ‘very important�
Our questions asked about daily makeup use, the importance of product packaging and brand reputation, and how they decide which brand/product to buy. We also included questions about Estee Lauder, asking what age group they associate with the brand, if they own Estee Lauder products, and what their impression of them was. We got 61 answers with a range of responses. The general trend is that 65% of these women only use makeup when going out, 45.9% of these women use makeup to cover up blemishes and 36.1% reported to use makeup every day. In terms of branding and packaging, 36.1% of respondents reported it was somewhat important, while, while 23% reported it to be very important. 9.8% reported they would not purchase a product if they disliked their branding or packaging. 45.9% of women overall indicated that brand reputation is very important to them.
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When asked about makin beauty products, 86.9% decision comes from recom or family. However, Youtu reviews on retail sites wer 52.5% and 60.7% re advertisements also contri decisions to 24.6%
How do yo which brand/pr
Recommendations from friends & family
YouTube Reviews
Product Reviews on Retail Sites
Online Advertisements 0%
25%
MARKET
omen ages 18-55 to better understand our target market.
ng purchase decisions on of the women said their mmendations from friends ube reviews and product re also very important, at espectively. Online ibute to beauty purchase % of respondents.
68.9% of respondents reported they associate Estee Lauder with the age range
35 - 55 years old
ou decide roduct to buy?
50%
Our marketing plan intends to change the associated age range to expand into a younger target market start at 18 year old consumers. When respondents were asked if they own or have used Estee Lauder products, we got a variety of responses. A 22 year old woman who uses makeup to cover blemishes said that she “assumed their products were targeted at an older audience and honestly never bothered to look.” We received similar responses about their packaging and brand: that these women assumed it was targeted towards older women or noted that their mom uses Estee Lauder products. However, some respondents revealed they have been loyal users of Estee Lauder products; one 20 year old woman stated she has “used their moisturizer since I was 16 and I will probably use it until I die.” This conveys the great brand loyalty Estee Lauder has that we are aiming to transfer to a younger demographic of women. 75%
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BEAUTY BEFORE MAKEUP
CAMPAIGN “Beauty Before Makeup” supports the current trend in the beauty industry of promoting body positivity and learning to love yourself first before loving your makeup look. New cult beauty brands like Glossier have differentiated themselves in the marketplace by promoting natural beauty and inclusivity. Glossier is known for its skin care and lightly pigmented makeup products that empower women to show off their true skin. Milk Makeup, known for fun colors and vegan ingredients, built a following based on their values of experimentation and gender fluidity with their “live your look” campaign. On the other side of the spectrum are long-standing beauty brands like MAC Cosmetics, known for its studio quality and the beloved brand of full-face beauty gurus. While the brand is known for a heavier look, MAC still promotes beauty for “all ages, all races, all sexes.” Estee Lauder’s new campaign lies somewhere in between these two spectrums. Our makeup products certainly don’t create a natural look, but we still want to promote the idea of inner beauty. While Estee Lauder has a wide range of makeup products, skincare is at the core of the brand and ultimately what is known for. We want our consumers to see our skincare products as a tool to maintain and care for their outer beauty and use our makeup products as an accessory to bring their inner beauty out to the surface. Estee Lauder products should not only help women look their best, but also feel their best, promoting self-expression and individualism above all else. We want to send a message that whatever your makeup and skin care routine is, the ultimate definer of beauty starts with yourself and Estee Lauder wants to be a part of that journey. Estee Lauder’s current branding almost resembles high fashion makeup brands like Chanel and Giorgio Armani that cater to a traditional beauty image. The brand has a reputation of using high ranking celebrities like Kendall Jenner and Karlie Kloss as spokesmodels. However, living up to the image of these celebrities creates an element of unattainable and unrealistic beauty. Our target market is not partial to traditional overt advertising. Millennials and Generation Z value the experience that brands can bring them. Our audience wants to see real people and real messaging they can relate and respond to. “Beauty before Makeup” will create images and messaging that showcase loving your look, both inside and out. We want to highlight real women having fun with their beauty routines and break the mold of traditional beauty that Estee Lauder has been confined to.
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EXPERIENTIAL MARKETING POP-UP ACTIVATION Because Millennials and Generation Z respond to experiences, we want to promote the launch of our new “Beauty before Makeup” brand campaign with an experiential activation at Westfield Century City Mall. Several brands have had success with their own installations and pop-ups at Century City Mall, including Murad, another beauty brand, with their “Wellness Vault.” Estee Lauder will have a week long pop-up in the outdoor, grassy terrace space located in the center of the mall. Estee Lauder will reinvent the traditional makeup aisle. We will build an installation that looks like a makeup aisle from the outside where you would shop and pick up products. However, from the inside the installation will have mirrors with messages about beauty positivity and a row of makeup counters set up for consumers to try out products and ask our beauty experts questions. Before consumers leave the event, they will be asked to write down what beauty means to them on a branded Estee Lauder card. These cards will be hung up on a message wall on the lawn that can be used to fuel media posts. Estee Lauder will leverage its owned media and reach out to beauty blogs to promote and generate awareness for the event. The activation will also generate a large amount of earned media from press pickups and consumers posting about the event on their social channels. We will measure the effectiveness of the
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activation by the number of attendees as well as the number of impressions generated from these consumer and media outlet posts. We will also collect emails from attendees who register for the event and send out a survey a week after the activation has concluded to gauge the effectiveness of our message and the renewed perception of Estee Lauder in the mind of those consumers.
POINT OF PURCHASE DISPLAYS One of the recurring trends we received from our survey was that Estee Lauder’s packaging and current branding is outdated. While we would love to recommend an overall update in packaging for the long-term, we want to focus on revamping point-of-purchase displays in department stores and retail locations Estee Lauder is sold, such as Sephora and Nordstrom. The images and messaging on the displays will be consistent with the mood board created for the “Beauty before Makeup” campaign and reflect the new look of Estee Lauder. The displays will have lighter and more organic colors instead of the current dark colors and metallics the brand currently uses.
SAMPLE DISTRIBUTION In addition to rebuilding permanent displays, we will also create semi-permanent displays for sample distribution bins to be placed near checkout lines at retail locations where Estee Lauder products are sold. Estee Lauder has several cult favorite products such as the Advanced Night Repair serum, Double-Wear foundation, and Pure Color Envy sculpting lipsticks. However, we want to encourage consumers to explore our other, lesser known products by providing samples and promoting trial use to eventually encourage consumers to purchase the full-size products. In order to determine the effectiveness of our displays and sample offers, we will measure brand lift by calculating the average increase in sales at each retail location in comparison to sales before the introduction of the displays and samples.
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PUBLIC RELATIONS & INFLUENCERS PUBLIC RELATIONS KITS Public relations will be a significant part of Estee Lauder’s push towards a younger target market, with an emphasis on distributing free PR kits to influencers, partnering with influencers on creating content, and overall repositioning social media to be more appealing towards a younger audience. Assembling PR kits with a number of products to send to influencers will create organic conversations, potential reviews, and overall social media presence to bring attention to Estee Lauder’s new approach on younger women. To highlight our overall message of embracing natural beauty as a means to target younger women, the PR kit will feature a mirror with our tagline “Beauty Before Makeup”, alongside our products. By having a PR kit that stands out, we hope to make it “Instagrammable” to promote organic buzz and conversation by those who receive the kit. Additionally, the overall color palette and style of the PR kit will take on a younger look and feel, with a multicolored and fun print on top of a soft pink box. Taking this approach will make the overall experience of receiving an Estee Lauder PR kit appealing to these younger influencers and promote social media buzz.
mirror
fun print soft pink
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MEDIA OUTLETS Utilizing previously established relationships with publications to promote this shift in Estee Lauder’s approach will be critical in reshaping Estee Lauder’s target market and audience. A significant outlet includes fashion and beauty authority Vogue, which has not seen a wide variety of collaborative Estee Lauder content since 2018. Revitalizing this campaign could help establish their relationship with Vogue’s fashion forward and trendy audience, with Vogue’s average age being 31 and primarily featuring extremely sought-after beauty and fashion. Similarly, working with Teen Vogue, Vogue’s sister publication, would be another publication to target as their primary audience is even younger at the average age of 18 to 23. Additionally, building stronger relationships with beauty publications Allure and Glamour are essential due to their primarily young readers and authority on best products of the year; both publications have an annual beauty award, the ‘Allure Best of Beauty’ and ‘Glamour Beauty Awards’. Using a panel of judges, they determine top products of various categories and give select few a seal of approval. Having a product be awarded a beauty award would provide a significant boost in appeal towards younger consumer usage by crediting Estee Lauder with quality products.
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SOCIAL MEDIA INFLUENCERS
Although we plan to send PR kits and sponsor content from well known makeup reviewers including Jeffree Star, KathleenLights, and Nikkietutorials, who have become online authorities of makeup, we will also develop relationships with smaller influencers with a following of younger women aged 15 to 30. The most popular platforms for this audience include Tik Tok, which has been on the rise with over 800 million monthly active users, 41% being between the ages of 18 to 24. With the rise of Tik Tok users came a rise of Tik Tok influencers, many of which are younger girls who create content on beauty and style. Establishing collaborations with these influencers and providing free products to be depicted in their videos in the form of product reviews or incorporated in their tutorials would help familiarize younger women with Estee Lauder and establish the products as not just for older women. Sponsoring smaller TikTok influencers such as @upclosenpersonal, who posts beauty product closeups, or @melindadoerr, who posts natural makeup tutorials, will be essential in creating more authentic and personable content. Although we should still sponsor larger influencers with upwards of millions of followers, the type of content produced would not appear as organic as content from smaller ones who produce much more engagement. With platforms including not only TikTok, but YouTube, Snapchat, Instagram, and Pinterest, we will not only sponsor larger influencers, but smaller to mid sized ones as well due to their intimate relationship with their followers and higher engagement.
Average Engagement Rate (Instagram) Average Percentage Engagement
8%
6%
4%
2%
0%
<1,000
<5,000
<10,000
<100,000
Number of Instagram Followers
18
+100,000
CONTENT CREATION With PR kits and influencer relationships, we hope to create both organic and generate sponsored content in the form of video and social media posts. Product reviews will make up the most of the content, with PR kits sent to popular makeup reviewers whose audience consist of younger women who look towards influencers as extremely credible sources for makeup purchases. However, our main focus will be in developing relationships with smaller influencers and makeup reviewers, including Hayley Kim, Matilda, and Sincerely Sarah C., who are younger women who focus on natural beauty, as well as having smaller yet dedicated audiences and primarily focus on natural looking makeup. With them, we hope to produce ‘Get Ready With Me’ style videos, as done by Vogue or independent YouTubers, which have become increasingly popular due to their feeling of intimacy and genuinity. Partnering with YouTubers or models to have Estee Lauder featured as they go about their skincare and makeup routine will generate a stronger association of Estee Lauder products to younger women, and strategically collaborating with smaller influencers will produce more genuine and relatable content. Pictured Below: Two ‘Get Ready With Me’ style YouTube videos, left with model Hailey Bieber by Vogue and the right, a small YouTuber named Alyssa Lynch
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DIGITAL MARKETING: SOCIAL MEDIA TIK TOK With increasing popularity particularly amongst users ages 18-34, TikTok is quickly becoming one of the most used social media platforms for Gen Z and Millennials. TikTok advertisements appear interspersed on users’ feeds, and have captions that indicate they are sponsored posts but otherwise look like a typical TikTok video that a user would watch, so they are a great way to authentically advertise to our target market what daily use of Estee Lauder products is like. Previously, Estee Lauder focused on having advertisements that made them appear high fashion and glamorous, but our new target market of Gen Z and Millennials seeks more authentic, natural, clean beauty in their makeup. We want to position Estee Lauder in this way on TikTok with out “Beauty before Makeup” brand campaign. TikTok digital advertisements include the influencers we are partnering with with to create sponsored posts that showcase them using Estee Lauder products in their daily life and videos. In these advertisements we want to showcase natural, unique beauty routines that an individual can customize A video featuring a beauty product by @upclosenpersonal on TikTok to themselves - we want to inspire our target market to use Estee Lauder products to make them feel truly beautiful. In addition, we can create product review TikToks and create a TikTok challenge to “find your true beauty” and showcase how Estee Lauder products make users feel their best. Getting consumers directly involved with our products and brand is a great way to attract our target market. To appeal to the younger side of our target market, 18 to 24 years olds, TikTok advertisements can include how young women use Estee Lauder products before going to class, work, or a night out to showcase how versatile the products are. TikTok offers complete freedom and authenticity in the spontaneous way its content comes about, and this will attract our new target market who want to see unique advertisements. This challenge will have a product reward for the users who come up with the most creative and unique videos. TikTok Analytics includes the amount of times the video is viewed, the amount of times the profile is viewed, follower count, locations of the audience, the average watch time, and the number of comments, likes and shares which all can be used to measure the gross impressions and success of these campaigns.
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PINTEREST Many young Gen Z and Millennial women look on Pinterest for inspiration on beauty products and beauty tips. Our objective for Pinterest advertisements is to position Estee Lauder to show how it can be incorporated into a daily beauty routine. From our survey, we found that it is very important for many young women to see product reviews and tips before they select which beauty product they are going to use. Therefore, we want to use Pinterest to show real people and real messaging about products, which is what our target market wants to see from our “Beauty before Makeup” brand campaign. Advertisements on Pinterest organically appear as if they are posts when a user searches for beauty tips and products, and this natural progression will draw the customer in to see how they can incorporate Estee Lauder products into their daily routine in a fun way. Our campaign celebrates redefining beauty in your own way and women putting their own, unique spin on their beauty routines. The diversity of beauty tips in advertisements on Pinterest will play to this campaign and reposition Estee Lauder to break the “traditional beauty” mold. Measurements on Pinterest include the number of views on each post, the number of pins and saves on each sponsored post, the number of followers on our Estee Lauder Pinterest page, which we can use to measure how our target market responded to advertisements on this platform.
An example of how a Pinterest feed displays both organic search results and promoted ads that blend in with the organic results.
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INSTAGRAM Instagram is an extremely popular social media platform for both Gen Z and Millennials and will become a key part of our “Beauty before Makeup” brand campaign. Estee Lauder’s Instagram advertisements will focus on showcasing natural unique beauty that is defined by the individual and what makes them feel the most beautiful. These ads will showcase different Estee Lauder makeup products with clean, natural aesthetics all centered around our tagline, “Beauty before Makeup.” These ads will be interspersed within the user’s Instagram feeds and will be targeted towards women between ages 1834. The ads will be simple and will focus on showcasing how the products can be used to promote individuality and finding the beauty in oneself. We will also be posting content on the Estee Lauder Instagram account that has the same graphic design as the ads to highlight our “beauty before Makeup” campaign to our already loyal customers and draw the attention of new customers who come across the account. This content will include tips on how to use the products and positive messages about beauty.
A sponsored post by @hayley0n (Hayley Kim) on Instagram
In addition, Instagram will be used as a platform to advertise our influencer partnerships, as the influencers will also post their Get Ready with Me videos on IGTV, which will be an instrumental tool in distributing and promoting these videos. These influencers will have a permanent story on their Instagram profile of different ways they love to use Estee Lauder products to promote their natural beauty, which will greatly attract users who are looking for new ways to spice up their makeup routine. Measurements on Instagram will take place through their analytics which include number of likes and comments, seeing which posts are the most popular, how many users viewed each ad, how many users viewed the stories and IGTV posts from the influencers, and overall feedback from users on the Estee Lauder brand instagram account for our “Beauty before Makeup” campaign.
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TWITTER Our objective for Twitter is to reinforce our PR strategies involving influencer marketing. With influencers, we will be posting Get Ready with Me videos that showcase how they use Estee Lauder products in their daily makeup routines and night out routines. We will use our Twitter account as a method for posting these videos so our devoted followers can immediately have access to them. Twitter is a very popular platform, particularly for Millennials who were very involved with it when it first came out. Seeing tweets about the influencer partnered videos can draw in these women to watch the videos and be compelled to research and purchase Estee Lauder products from them. One of the key traits of this target market is the way their makeup product choices are very well thought-out, and the videos will provide a fun way for women to see how the products can be used to get helpful tips that will inspire them to buy the product. The measurements on Twitter involve the number of likes, comments, and retweets, as well as the number of people who click the link to watch the video. Finding out this number of gross impressions will help to measure not only the response of our advertisements on Twitter and how customers are responding to our brand shift to a younger demographic on social media by interacting with our Twitter account, but how these same users are responding to our influencer partnerships in the Get Ready with Me Videos.
SNAPCHAT Our objective for Snapchat is to reinforce our â&#x20AC;&#x153;Beauty before Makeupâ&#x20AC;? campaign on social media platforms that Gen Z and Millennials frequent. On Snapchat, ads show up in between Discover stories. Our strategy for our Snapchat advertisements is to place our ads that we created for Instagram feeds in between Discover story articles that are related to beauty and stories that female users frequent, because this is where we will achieve the highest reach with our target market. We will be placing our ads on Cosmopolitan, Buzzfeed, Beauty Insider, Beauty Hacks, Beauty Trippin, Vogue, People, etc. Through our media placement with Snapchat, we are hoping to catch the attention of users by creating ads and content that has a natural, vibrant aesthetic that celebrates finding what your own sense of beauty is, which is in line with the messaging of these Discover stories. The Estee Lauder product website will be linked to each ad so users can look in-depth at Estee Lauder products when they are inspired by the ad. In order to measure our gross impressions and our reach on Snapchat ads, we will measure the number of views on each ad, the number of users who clicked on the website link, and we will target these ads not only by what Discover story they appear on, but by the age and gender of the user. Through these measurements, we will be able to track if we are effectively reaching the target market and use these metrics to judge the results of our campaign.
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CONCLUSION 24
The beauty industry is moving toward a Millennial and Generation Z audience which values experience and authenticity. In order to reach this new generation of beauty lovers, Estee Lauder needs to move towards this transforming idea of beauty to better resonate with GenZ and Millenial women, in addition to their current consumer base. â&#x20AC;&#x153;Beauty before Makeupâ&#x20AC;? gives Estee Lauder a new voice of promoting inner beauty and self-expression. Our promotional tactics of experiential marketing, digital marketing, and public relations and influencer marketing create a targeted three-part approach to our 18 to 34 year old demographic. Estee Lauderâ&#x20AC;&#x2122;s new marketing strategy will allow the brand to break into the Millenial and Generation Z market and sustain itself as an established player in the beauty industry.
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WHAT DOES BEAUTY MEAN TO YOU?