TOM FORD MEN’S SKINCARE TRAVEL KIT
FASM310 Product Development Final Presentation LEAh. KIERRA., STEFUN. AND TIA.
CONTENT
Discovery Scope Business Case Product Development Testing and Validation Launch
CORE MISSION Deliver the highest quality product and the greatest standard of service
VISION To be the Global Luxury Brand
BRAND HISTORY • The Tom Ford brand began in 2004, the year after he departed from Gucci. • Started with the launch of a cosmetics and fragrance line in partnership with Estee Lauder and former Gucci CEO Domenico de Sole. • In collaboration with Ermenegildo Zegna, the fashion designer launched a range of luxury menswear, including suits, accessories and shoes in 2006. As a result of its success, he opened his two-story flagship store a year later, modeled after his London townhouse in New York’s Madison Avenue. • Partnerships with luxury department stores Daslu and Villa Moda kick-started the 2007 announcement that the Tom Ford brand would see international expansion - with flagships in London, Milan, LA and Hawaii over the succeeding three years. • In 2010 Ford marked his return to womenswear design with an intimate presentation at his Madison Avenue flagship store with attendees such as Beyoncé Knowles, Daphne Guinness and Lauren Hutton. The public and the rest of the fashion industry were kept on tenterhooks for two months to see the collection in an exclusive feature in American Vogue. • The following collection was moved to London Fashion Week, but shown privately in a showroom. • In 2013 Ford opened his collections to a wider selection of press, bloggers and photographers, joining the London Fashion Week official schedule and showing his menswear for the first time at London Collections: Men. • The same year, the designer was also featured in Jay-Z’s song Tom Ford from the Magna Carta Holy Grail album and collaborated with Justin Timberlake on his cover art and music video for song Suit & Tie, affirming his position as an affluential mega brand.
SIZE OF BUSINESS
$ 150
1%
MILLION DOLLAR OF TOM FORD BEAUTY MEN ANNUAL REVENUE IN 2017
MARKET SHARE IN MEN’S BEAUTY INDUSTRY
TARGET MARKET
Wealthy and Stylish men
Men who are looking for high-end, beneficial products that are aeshtically pleasing. Tom Ford’s market segment is a part of the high-class community. They believe in buying quality products, no mater the cost.
CHANNELS OF DISTRIBUTION - There are 98 stand alone Tom Ford stores with shop-in-shop presence in locations like Milan, Tokyo, Las Vegas, Dubai, Zurich, New Delhi, Shanghai and Russia. - The brand can also be found in several luxury department stores, which includes but is not limited to Nordstrom, Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman, Bloomingdales, and Selfridges. Tom Ford has an internet presence on the company’s website, tomford.com. - Through the brand’s Instagram, @tomford, followers are able to use the “shop” feature to directly shop off of the site according to what is posted on their instagram page.
COMPETITIVE REVIEW
26 stores Merchandise mix: Women’s and Men’s Clothing, Shoes, Handbags, Leather goods, Sunglasses Jewelry, Skincare, Fragrance, and Cosmetics.
210 stores Merchandise mix: Women’s, Men’s and Kid’s clothing, Bags, Shoes, Jewelry, Accessories, Watches, Fragrance, Makeup, Skincare and Leather goods.
PRICING STRATEGY Premium pricing is the practice of keeping the price of a product or service artificially high in order to encourage favorable perceptions among buyers, based solely on the price. Consumers are willing to pay more for trends, which is a key motive for premium pricing, and are not afraid on how much a product or service costs. The aspiration of consumers and the feeling of treating themselves is the key factor of purchasing a good or service. Men’s product price range: $25-$155 (gift ~$328)
S.W.O.T. Strength
Weakness
TOM FORD is a leading luxury cosmetic brand that is known for male facial skin care with a strong brand positioning.
The product range development with the target audience didn’t have the right sales and distribution outlets. Market research is not up to date.
First luxury brand to make travel kits.
The price point is high compared to the average travel kit product.
Opportunities
Threats
Had an increase in the sales of male skin care products.
Consumers will be more knowledgeable to changes.
Gain a greater share of the market to pick up anyone who wanted to take advantage of the changing social attitudes with men.
We often expect competitors entering the market to reinitiate its product in order to ensure that it’s an increasingly competitive market.
New market of luxury travel kit.
PRODUCT CONCEPT
We will develop a men’s skincare travel kit using existing products and a leather cosmetic pouch. We will focus on making travel size products that meet the TSA regulation. TRAVEL KIT Purifying Face Cleansing 2.5 oz/75ml Oil-Free Daily Moisturizer 0.85 oz/25ml Skin Revitalizing Concentrate 0.5 oz/15ml Shave Cream 3.4 oz/100ml Tom Ford Noir Deodorant Stick 1.7 oz/50ml With a leather cosmetic pouch Retail - $250
CONSUMER SEGMENTS
MARKET ANALYSIS
MARKET ANALYSIS Sales of men’s shaving products were $2.8 billion last year, declining an average of 1.1% a year between 2012 and 2017. In contrast, the annual average growth for men’s skincare products during the same time period was 7.2%, with sales reaching $345 million in 2017, according to Euromonitor data. Last year alone, men’s skincare product sales jumped an even faster 11%. • Skincare 57% • Waxing/Hair Removal 43% • Lip Balm 41% • Facials 32% • Manicure 27%
• Eyebrow waxing 23% • Fake Tan 24% • Foundation 20% • Bronzer 19% • Concealer 16%
COMPETITIVE REVIEW This competitive review digs a little deeper into our competitors, what they offer, and their pricing. We specifically chose brands whose target customer is male and who offer a mix of merchandise suitable for travel. The 4 brands that we will discuss are:
Includes: Eau de Toilette Spray 100 ml, Deodorant Stick 75gr, After-Shave Balm 50 ml Price: $126 Why is this brand considered competition? Dior is one of the only Luxury brands that offers gift sets for men. While their selection is limited this set is a signature product for the brand.
Individual products: ‘L’Homme’ Alcohol Free Deodorant 2.6 oz. ‘L’Homme’ After Shave Balm 3.3 oz. ‘L’Homme’ All-Over Shower Gel 6.6 oz. Price: $22 / $38 / $27 Why is this brand considered competition? Many of YSL’s products are similar to Tom Ford yet cost less individually which could be a determining factor for consumers when buying.
Includes: “A full regimen (shave, aftershave, cleanser, moisturizer, shampoo, deodorant, lip balm and more) includes ten professional-grade products to cover all of your skincare and grooming needs during trips.� Price: $86 Why is this brand considered competition? For almost 13 years now MenScience has been developing skincare products for men. With time they have mastered knowing exactly what their male customer needs.
Includes: 3 oz/ 88 mL All-Over Wash for Face, Hair & Body, 3 oz/ 88 mL Beard Lube Conditioning Shave, 1.5 oz/ 44 mL Clean Break Oil-Free Moisturizer, 1.3 oz/ 37 g Pit Boss Antiperspirant & Deodorant, Jack Black Travel Bag Price: $45 Why is this brand considered competition? A brand specifically catering to men’s self care Jack Black has been in business for over 19 years. They have created a loyal and trustworthy customer base and strive to address exactly what the modern man needs.
Competitive Advantage
Tom Ford has a competitive advantage over these brands because not only is it a luxury brand it will be the only luxury brand to offer a men’s skincare travel kit to consumers. Most luxury brands have a very small selection of men’s skincare compared to it’s women’s selection; this is a great opportunity for the brand to take advantage of. The market has shown an extremely high demand within Western Europe, where statistics show the largest male grooming market residing.
MACRO TREND
Eco-Friendly Life Style
Consumers are increasingly seeking healthier and environmentally friendly lifestyles, this includes what they use on the outside of their bodies. They are seeking products that prove to be healthy for themselves and the environment.
Social Media
Social Media has been a great outlet for brands to freely market themselves to their consumers, this is a trend that has been around for many years and shows no signs of diminishing any time soon.
In-store Experiences
Consumers now are going shopping and seeking a memorable experience from retailers ultimately determining their final buying decision. Ex. Multi sensory experiences
MICRO TREND
Face Mask
2018 has been the emerging year of face masks, both women and men have taken a new found interest in new an innovative ways to treat their faces.
Customization and Personalization
A growing technology that produces and selects products specifically for each customer based on their needs and wants.
Men’s Grooming
Men’s grooming is at an all time high since its comeback just a few years ago. Men have shown a huge interest in their appearance and daily skincare routine. “The global market for male grooming products is booming, and is projected to reach US$60.7 billion by 2020, according to Euromonitor.”
OBJECTIVE
“Tom Ford will launch the Men’s Skincare travel kit in Fall 2019 to men between the ages of 20-35, targeting European men interested in skincare. We plan to sell 10,000 kits in 6 months and make a revenue of $ 1.5 million.”
TIME & ACTION CALENDAR
CONCEPT DEVELOPMENT TRAVEL KIT Purifying Face Cleansing 2.5 oz/75ml Oil-Free Daily Moisturizer 0.85 oz/25ml Skin Revitalizing Concentrate 0.5 oz/15ml Shave Cream 3.4 oz/100ml Tom Ford Noir Deodorant Stick 1.7 oz/50ml With a leather cosmetic pouch Retail Price: $250 Markup: 78% Cost Price: $55
TF BLACK
TF SILVER
LEATHER
PRODUCT DETAILS The Tom Ford male will benefit from our product because we are minimizing their favorite products and making them so that they are travel-friendly. The product selection was specifically chosen to fulfill our customers daily grooming routine, even while away from home. We will feature our luxury cosmetic pouch, giving Tom Ford’s luxurious, sophisticated and sexy value to our customers.
PRODUCT FEATURES Purifying Facial Cleanser - “..Features the Tom Ford purifying and
skin calming complexes to leave skin exceptionally clean without tightness or dryness. Its lightweight formula conditions and hydrates the skin as it unclogs pores and prepares skin for a smooth shave..” Oil-Free Daily moisturizer - “..Lightwight, quick-absoorbing, skin mattifying moisturizer uses the Tom Ford skin calming and infusing complexes with a combination of luxurious butters to hydrate your skin, help reverse dullness and help reduce the look of fine lines and pores..” Skin revitalizing Concentrate -“..Deeply hydrates and nourishes the skin, and it conditions it before shaving and soothes it afterwards. Your skin has fewer fine lines and greater resilience against damage..” Shave Cream - “..Formulated to soften the beard for a close, comfortable shave. Nourishes and protects skin while shaving, providing immediate relief of irritation caused by shaving..” Tom Ford Noir Deodorant Stick - “This unique deodorant stick is a lasting formula that dries quickly and is lightly scented with the Tom Ford Noir fragrance.”
PRODUCT POSITIONING To the Tom Ford man, who finds himself on planes and in hotel rooms rather than at home, the men’s skincare travel kit offers luxury skincare suitable for our on-the-go consumers. He will now be able to pack his skincare and grooming essentials into his carry-on, eliminating the stress of safely and efficiently transporting these products.
DISTRIBUTION CHANNELS
Eruopean Airport
Department Stores
Sephora Stores
Tom Ford Boutiques
LAUNCH TIMING The estimated launch time is Fall 2019. This seasonal choice is based on the type of product we are creating. Fall is a great time for gift giving and we would like to have this product be the first item on our customers list of gifts to give. Based on the extensive measures we will have to take to get the product to market it is reasonable to schedule the readiness of the prod- uct for next Fall/Winter. We want the Product to be out in time for prime holidays like Black Friday, Christmas, and Valentines Day. Product Lifecycle The TOM FORD travel kit will be a long-term product that customers can use well beyond the holiday season. The reason we chose fall as a launch time is to fully capitalize on the gift-giving season.
FALL/WINTER
TARGET CUSTOMER Gender: Male Age: 20-35 Area: Europe Status: Middle or High Class Income level: over â‚Ź6,000 / year Lifestyle: Luxury and Metro Potential Customers: 6,768,000 Metro sexual man, the single young man with a high disposable income, living or working in the city is perhaps the most promising consumer market of the decade, for buying grooming products. Our man has expensive taste and has shown interest in self grooming in efforts to be appealing to a partner. There is a variable to our target market and that is the gift giving customer. This is one who will be male or female seeking gifts for their both of them can benafit from. We see this product attracting men and women alike as the purchaser but the end user will be a very loved man.
RETAIL PRICE RANGE
$250 RETAIL PRICE & OUR MSRP 78% Markup Cost $55
FORECAST & FINANCIAL ANALYSIS
$125
• During 6 months from our launch, we planned to sell 10,000 kits. • For the long term, we planned to sell 20,000 kits in the first year. • Our short term cost is $775,800 (Cost + Initial marketing)
50% Markup Cost $55
Current Tom Ford Beauty Sales $ 150 million Planned increase 2% Planned Sales for next year $ 153 million
WHOLESALE PRICE
DESIGN BRIEF Project name :
Tom Ford Men’s Skincare Travel kit
Date issued :
October 23, 2018
Client :
Tom Ford Beauty
Responsibility :
Tom Ford Design Team
Season :
F/W 2019
Key dates/deadlines : Design sample is due January 21, 2019. Developmental process check February 21, 2019 Have completed a full rendering of the product for focus group 1, June 16, 2019. Finishing, June 28, 2019
Color Mood Board
Launch date, September 26, 2019 Requirements :
Make a travel size that meets TSA regulation Use original product as a reference Leather Cosmetic pouch design is the key. Be simple and luxurious that goes along with the theme.
Price Point :
$250
Colors :
Black, Silver (Follow the color mood board theme)
Fabrics and materials: Leather (bag exterior), Plastic (individual containers), Formulas Design Presentations : Mood board, Texture board, Individual flats Approvals presented to, where and how : Marketing team, headquarters, powerpoint presentation
Texture Mood Board
TECH PACK Purifying Face Cleanser
Oil-Free Daily Moisturiser
2.5 oz/ 75ml
0.85 oz/ 25ml
Tube(transparent): Plastic
Container(black): Plastic
Lid(black): Plastic
Lid(black): Plastic
Logo: Silver color print
Pump(silver) Logo: Silver color print
TF BLACK
TF SILVER
TF BLACK
TF SILVER
TECH PACK Skin Revitalizing Concentrate 0.5 oz./15ml
Container(black): Plastic Lid(transparent): Plastic Pump(silver)
Shave Cream 3.4 oz/ 100ml
Container(black): Plastic Lid(silver): Plastic Logo: Silver color print
Logo: Silver color print
TF BLACK
TF SILVER
TF BLACK
TF SILVER
TECH PACK Tom Ford Noir Deodorant Stick 1.7 oz./50 ml
Container(black): Plastic Lid(black): Plastic Rolling Twist Tech Logo: Silver color print
TF Men’s Travel Kit Leather Pouch & TF Paper Shopping Bag Leather(glossy black) Zipper(silver): Plastic Shopping Bag(black): Recycled papers
TF BLACK
TF SILVER
TF BLACK
Logo: Silver color print TF SILVER
PRODUCTION + LOGISTICS PLAN
LF Beauty, Hong Kong Phone: 852-2300-2300 Email: emlisayin@lfbeauty-cn.com Address: 2 F HK Spinners Industrial Bldg Phase I Ii 800 Cheung Sha Wan Road, Kowloon, Hong Kong
Jackel Cosmetics Ltd, Hong Kong Phone: 852-2799-2886
Hong Kong Graphics and Printing Ltd, Hong Kong
Email: jcl@jackelcosmetics.com
Phone: 1-852-297-6029
Address: Unit 405, Block A, Po Lung Centre, 11, Wang Chiu Road, Kowloon Bay, Kowloon, Hong Kong
Address: Blk B1 6 F Fortune Fty Bldg 40 Lee Chung St, Chai Wan, Hong Kong
Our product will be shipped by maritime from our Hong Kong manufacturers and will then be distributed to our European headquaters. A cargo ship traveling from Hong Kong to Europe averages between 27 to 46 days.
CREATIVE BRIEF Project name :
Tom Ford Men’s Skincare Travel kit
Date issued :
October 23, 2018
Client :
Tom Ford Beauty
Responsibility :
Tom Ford Marketing Team
Season :
F/W 2019
Audience:
European men who are interested in self grooming and women who are the main caretakers for men’s skin health almost as much as their men do. The age range is between 20 - 35. Tom Ford can utilize its products’ style and heritage to promote functionality and skin health benefits to appeal to women shopping for their man’s skin care products.
Message:
Tom Ford is high fashion and exclusivity. As a test to their exclusivity, only a limited addition of this product will be offered in stores and in stores only. Our biggest selling point is “your partner is your keeper”. The idea is to appeal to the women who would like their partner to look a certain,
thus this is a man who is called “a pretty Boy”. Creating a better you for your partner is a great slogan that will sell our idea.
Tone:
Smooth, Clean, Pure, Serious, Mature, Clever, Intelligent, Competent, Alluring, Quality.
Positioning:
Look: Price Point :
He feels mature, confident, and intelligent when he uses Tom Ford skin care. She’s practically visualizing herself all over him when she purchases the gift set for him. He feels cleansed, fresh, and desirable when he uses the product. Tom Ford Men Logo - This keeps the brand image recognizable. Men Skin care products only - focusing on their emerging beauty sector. Deep colors and dark greys, white and black should remain prevalent in package design. Female presence or couple presence throughout. $250
Approvals presented: Marketing team, headquarters, powerpoint presentation
P & L STATEMENT
PLANNED SALES BY CHANNELS
INTEGRATED MARKETING BUDGET
COST ESTIMATE Cleansing Formula $1.00 Tube $1.00 Lid $0.73 Logo print $0.60 ------------------Total $3.33 Leather Pouch Leather $18.00 Zipper $4.85 Logo print $0.60 ------------------Total $24.00
Moisturizer Formula $1.70 Body $0.43 Pump $0.45 Lid $0.16 Logo print $0.60 ------------------Total $3.34
Serum Formula $2.30 Body $0.40 Pump $0.45 Lid $0.16 Logo print $0.60 ------------------Total $3.91
Shave Cream Formula $1.00 Jar $1.07 Lid $0.73 Inside Lid $0.05 Logo print $0.60 ------------------Total $3.45
Packaging Sleeve $0.20 Paper bag $1.30
Labor Cosmetic $1.50 Pouch $3.00 Shipping $0.50
Shipping Hong Kong $0.75 (domestic)
------------------Total $1.50
------------------Total $5.00
To Germany $3.75 ------------------Total $4.50
Cleansing $3.33 Moisturizer $3.34 Serum $3.91 Shave Cream $3.45 Deodorant $2.47 Leather Pouch $24.00 $1.50 ------------------- Packaging $5.00 Total $2.47 Labor Shipping $4.50 Storing $3.50 Storing Tariffs (-) Headquarter $3.50 -----------------------------COGs (per unit) $55.00 storing
Deodorant Formula $1.27 Body&Lid $0.60 Logo print $0.60
Markup ------------------Total $3.50
* No Tariffs on cosmetic goods among Hong Kong and European Union and EFTA.
Wholesale: 50% Retail: 78%
Price Wholesale: $125 Retail: $250
EXPENSES
REGULATIONS & IP
We are using existing prouducts so there are not many regulations or intellectual property issues. However, the potential regulatory and intellectual property issues that will arise from this product are, - TSA regulation - Poor materials in containers & packaging - Any regulations regarding making a cosmetic pouch - Any regulations using real leather - Company Logo (Trade Mark) - Porduct name (Trade Mark) - Pouch design (Patent)
QUALITY ASSURANCE We will place a quality assurance team at our manufacturing plant. - Making sure we are aware of our customer’s quality expectations of new cosmetic pouch. we will do the quality expectation through polls. - Ingredient list reviews and regulation reviews. - Making sure we have enough materials and ingredients before we producing. - Making sure all materials are accurate and meet the specs. - We will run testing of the containers and the pouch are working well.
QUALITY CONTROL - We created a detailed Tech pack that we expect to be precisely followed. Our quality control team will check and confirm that every 50 products created accurately match the desired designs. - We will have specification checks on all external packaging included with our kit. To do this we will randomly pull from the batches every 45 minutes for examination. - Included in the external checks we will examining the zipper placement and functionality of each zipper - All team members will participate in final inspections of each unit produced. - The travel size packaging will be tested for durability, product quality, and distribution. - The aspects that will be tested are specifically the nozzles, and the performance of the liquid products in their smaller form.
MARKETING CLAIMS Our kit is using the existing product, so we don’t have to do the claims for functional purpose. The Tom Ford’s Men’s Skincare Travel Kit will improve travel readiness by speeding up the preparation process. Exclusively for the sophisticated travelers, Tom Ford Men’s Skincare Travel Kit, is only for the smart travelers. Pick it up anywhere, and take it with you everywhere. It is TSA approved.
TESTING PLAN OBJECTIVE To ensure the Tom Ford Men’s skincare Travel Kit passes our security goals of being TSA approved, and the kit provides full functionality. SAFETY Acute toxicity testing Eye and skin irritation/corrosion testing Skin sensitization testing Carcinogenicity testing CONSUMER Gathering groups to test. Send blind samples to a curated list of people and have them give feedback. Provide an outlet for consumers to voice their opinions customer service, reviews, social media. * Clinical testing is not needed
PACKAGING & LABELING REACH (Registration, Evaluation, Authorisation and Restriction of Chemicals) Any organization producing, importing, using or placing a substance, mixture or article on the EU market will be responsible for ensuring that it is in compliance with REACH regulations. FPLA (Fair Packaging and Labeling Act) It requires the label to state: The identity of the product; The name and place of business of the manufacturer, packer, or distributor; and The net quantity of contents. EU Cosmetic Labeling Regulation
1. Name and address of the Responsible person 2. Country of Origin 3. Nominal Content (volume) 4. PAO (Period After Opening) 5. Particular precautions of use and warnings 6. Batch number 7. Product function 8. List of ingredients
PACKAGING & LABELING
PACKAGING & LABELING
INTEGRATED MARKETING OBJECTIVE
Tom Ford is introducing customers to a new luxurious travel kit by making 50% of our target market aware of the new and existing products within one month. We want to increase the Tom Ford’s male beauty sales by 0.5% in 4 weeks.
MESSAGE Tom Ford is excited to announce its first luxury Men’s Skincare Travel Kit. We will be re-releasing some of your favorite Tom Ford skincare products in travel size exclusively to our European market. The products included will be the Skin Revitalizing Concentrate, Purifying Face Cleanser, Oil-Free Daily moisturizer, Tom Ford Noir Deodorant Stick, and leather pouch. We look forward to launching this one of a kind product to our well traveled male consumers on September 26, 2019.
INTEGRATED MARKETING SCHEDULE
INTEGRATED MARKETING DETAILED PLAN Launch Party Where? Tom Ford Headquarters in Germany When? On Tuesday September 24th, 2019, at 6pm Who? Michael B. Jordan will be our celebrity guest of honor as he will be the main character in our campaigns. Others include European male models, select media outlets. How? To introduce our new men’s skincare travel kit, we will celebrate the launch with music, light hor d’ Oeuvres and drinks. Also, we will offering grooming session while testing the products. This is not going to be a huge event because these products exist. The highlight of the night will be our transition into travel size products , which deserves the celebration.
INTEGRATED MARKETING DETAILED PLAN Social Media Where? Instagram and Youtube When? Start from early August Who? Influencers (5 on Instagram, 3 on Youtube) How? We will distribute our products before launch in order to receive honest and real reviews from our influencers. This is also a great opportunity to promote our products to our young customers.
Billboard Where? MĂźnchen, Germany When? May 14th 2019 - June 14th 2019 How? We will advertise our travel kit and launch party on the billboard to inform the community our new product is coming.
INTEGRATED MARKETING SUCCESS POINTS Check the Success Points on Marketing Divide marketing traffic into subgroups and analyze current company performance data against new traffic data as a benchmark for success. We will also use other similar temporary Tom Ford product launches to measure our performance. Check the Success Points on Proudct We will use sales as our main scale for success following our previous mentioned financial strategy. The past short product launch sales will also help us to understand how we are doing competitively. We will also want to understand the customer satisfaction of the product itself to foresee its future success on the market if introduced again for a short season. - Customer survey via email - Customer reviews - Conversation with our VIP customers at Launch Party - Social media traffic - Weekly sales report
ONGOING MARKETING OBJECTIVE
MESSAGE
During the first year Tom Ford’s Mens Skincare Travel Kit will increase men’s beauty sales by 2%. Tom Ford will introduce individually packaged travel size products following the introductory year of the Travel Kit in order to extend the product life cycle. We will expand by introducing the kit to the Tom Ford online store.
After such high demand for our first Men’s Skincare travel kit we are happy to announce that we will be expanding sales outside of Europe and into the U.S. The travel kit can also now be found on Tomford.com. We realize our consumers need for replenishing the products originally included, so we are now offering the same great products individually!
ONGOING MARKETING SCHEDULE
ONGOING MARKETING BUDGET
ONGOING MARKETING DETAILED PLAN
We want to remind our customer that the Tom Ford Men’s skincare Travel Kit does exist, while also informing them why this is a product they need. We will continue to post the kit on our Instagram (both TOM FORD and TOM FORD BEAUTY) in order to maintain the product’s relevance. Also we will post our launch party video on social media as well.
ONGOING MARKETING SUCCESS POINTS Check the Success Points on Marketing We will maintain marketing through our social media. We will analyze the traffic on the data and analyze option. We also want to make sure that we get good feedback on our PR release and our postings from our real customers. Check the Success Points on Proudct We will look at our sales data as well as the sales data of our original products to determine if the customers can be turned into long-term customers. One of our goals was to increase sales on our original product, so we can check the sales data and reviews from customers. - Customer reviews - Conversation with our VIP customers about the experience of the travel kit - Social media traffic - Sales report of travel kit and original products
Reference https://www.tomford.com/beauty/men/ https://wwd.com/beauty-industry-news/beauty-features/tom-ford-beauty-on-track-to-hit-2-billion-opening-first-store-11051675/ https://www.gcimagazine.com/business/marketers/financials/Estee-Lauder-Reports-Q4-Fiscal-Year-2018-Results-491258671.html https://brickellmensproducts.com/blogs/grooming-manual/mens-grooming-and-the-rise-of-the-millennial-man https://blog.euromonitor.com/mens-grooming-habits-in-emerging-and-developed-markets/ https://www.instagram.com/tomford/?hl=en https://www.instagram.com/tomfordbeauty/?hl=en https://senatus.net/article/tom-ford-launches-men-skincare-and-grooming-collection/ https://www.itsamansclass.com/tom-ford-men/ https://wwd.com/beauty-industry-news/beauty-features/tom-ford-beauty-wins-with-f-king-fabulous-opens-first-store-11052269/ https://www.theguardian.com/fashion/2018/oct/13/makeup-for-men-beauty-trend https://www.lookfantastic.com/clinique-for-men-grooming-kit/11267600.html https://www.debenhams.com/beauty/mens-grooming http://fangear.us/tom-ford-logo/attractive-tom-ford-logo-and-37-tom-ford-logo-slides/