Tantalize Lexi Ench | Hana Hyman | Maddi Ponko
Our Company: Tantalize Tantalize strives to represent the ultimate in modern sophistication and fun, forever feminine yet mysteriously edgy. Tantalize invites all to experiment and reinvent themselves. Tantalize brings you a full range of artist-quality beauty products, in shades from everlasting neutrals to the most exciting vivids, all available in an array of textures and presented in decadent display. Tantalize shows women how sleek and elegant they can look with blue lips and glimmering eyes. Tantalize beckons you to treat yourself.
Edgy, mysterious, and exquisitely feminine. Professional-grade.
Be inspired. Be Tantalized.
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Table Of Contents 2: Our Company: Tantalize 3: Table Of Contents 4: About the founders5: Inspiration 6: Target Customer 7: Charlotte Davidson 8:Astrid Clemens 9: Emmie Brooks 10: Demographics & Psychographics 12: Current Market & Industry Trends 13: Product Selection & Production 14: Competitors: Make-Up Art Cosmetics 16: Competitors: Illamasqua 18: Competitors: Makeup Forever 20: Inspiration 21: Concept+Capsule Collection Rendering 22: Design and concept board 23: Industry Leading Manufactures 24: Retailing and production 25: Production Summary and cost 28: Branding 32:Launch promotion 36: press release 37: current marketing APPENDIX 3
About the Founders Tantalized was founded in Savannah, GA by Hana, Maddi and Lexi in the winter of of 2013. The company is currently privately held by the three co-founders and is based in New York City. The collection will be sold at Sephora locations nationwide begining this Fall. Madeline “Maddi” Ponko is a twenty-one year old Pittsburgh native with a passion for glamorous aesthetic. Maddi’s sense of adventure and drive brought her to London in 2012, where she earned her professional license and certification in High Fashion and Photographic Makeup from The London School of Beauty and Makeup, as well as certification in Fashion Styling from Central Saint Martins College of Art and Design. Additionally, in 2014, Maddi will have completed a Bachelor’s degree in Fashion Marketing and Management with a concentration in Graphic Design from the Savannah College of Art and Design (SCAD). Maddi’s strengths lay in her distinct sense of urban style, knowledge of high street beauty, and her talent for giving all things beauty their rougher edges. Today, Maddi functions as Co-Founder and Designer at Tantalize.
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Hana Hyman worked as a professional makeup artist for four years prior to co-founding Tantalize. Besides that, Hana is obsessed with all things beauty and has been spending much of her free time researching new beauty products, trends, and techniques for years. Hana is entering her final year of university at the Savannah College of Art and Design (SCAD) and will soon receive a Bachelor’s degree in Fashion Marketing and Management with concentrations in Fashion and Business Entrepreneurship. Hana’s experiences in the beauty industry, education, and profound passion have helped guide her in creating the latest and greatest beauty brand on the scene – Tantalize. Today, Hana functions as Co-Founder and Creative Director at Tantalize.
Lexi Ench has a background in press relations and luxury fashion, however she has always enjoyed makeup as a way to embellish her look and the first to test out new trends. Lexi is drawn to gold hues and all things that sparkle; this shows in her cosmetics choices. Lexi will complete her degree in Fashion Marketing and Management at the Savannah College of Art and Design (SCAD) in June of this year. Lexi loves the creativity of producing beautiful, unique makeup and looks forward to empowering women by offering them an opportunity to express themselves through cosmetics. This free spirt keeps the company running behind the scenes, focusing on growing the brand and maintaining its media and social presence. Today, Lexi functions as Co-Founder and Press Relations Manager at Tantalize.
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Target Market
Aimed primarily at fashion forward 18-25 years olds Average income is $68,000 Annually 35.1% have a bachelor’s degree
These girls have a confidence, intelligence and a love for standing out in the crowd. Whether they have all the time in the world or just a few seconds to blot on some lipstick, they will always make sure to make an impact. These consumers know exactly what the power of a great shade of lipstick, blush, and mascara can have! Tantalize targets a younger age group with its vibrant colors, high contrast, and high saturation within their advertisements as well as their makeup collections. The Tantalize consumer is media and technologically savvy, the key to reaching this consumer are digital platforms such as social media and mobile applications. Seventy percent of consumers use social networks and eighty percent consult reviews published on the Internet, clientele like these are most influenced by their peers. Meet Charlotte, Astrid and Emmie. 6
Charlotte Davidson Age: 23 Status: Single Income: $62,000 Education: Georgetown University Occupation: Retail Manager
Charlotte is a Washington D.C. native who recently relocated to San Francisco. She studied Business at Georgetown University. She just finished her schooling within the past two years and began her job as a retail manager at Anthropologie in Berkley. Charlotte is always keeping up with the latest fashion and beauty blogs to stay on trend and she is continuously looking her best in order to be a role model for her fellow Anthropologie girls. She is an East Coast girl with a flair for the dramatic as the conservative ways of Washington D.C. never attracted her. She spends her mornings with her cat and a cup of tea looking over WWD and her own favorite blog personalities. If she is needing a guilty pleasure, she will indulge in programs such as The Fashion Police and E! News. When she’s not at the store, she can either be found at the nearest hiking trail, her favorite local coffee shop, or on a night out with her girl friends. Her favorite accessory is her bright red lip because she believes glamour is perfect for every occasion. 7
Astrid Clemens Age: 32 Status: Married with one child Income: $78,000 Education: The London School of Beauty and Make-Up Occupation: Freelance Make-up Artist
Originally of North Hampton, Astrid took to London to pursue her dream of becoming a make-up artist. After completing her training, she continued working and living in London until she met her American now-husband Paul and soon moved to the Big Apple. Astrid is kept busy with her three-year-old son Mavis and her very full work schedule which brings her most often to fashion photoshoots. Astrid and Paul have gotten rather used to going to high-profile parties because of this. However, she still manages to make plenty of time for regular research on the latest products entering the beauty market in order to keep savvy. Some might call her a beauty snob, though she admits to obsession. Quality and consistency are of the utmost importance to Astrid when considering purchasing beauty products, though she does have quite the weak spot in her heart for beautiful packaging. Her favorite brands are MAC, Urban Decay, Bobbi Brown.She prefers to shop in-store and is highly involved. 8
Emmie Brooks Age: 28 Status: Commited Relationship Income: $110,000 Education: Fashion Institute of Technology Occupation: Press Relations Firm Owner
Emmie is a goody two-shoes with a liberal heart and mind. She recently moved to Chelsea with her long time boyfriend and their Goldendoodle, Prince. After years of working at various magazines she opened her own Press Relations firm just last year. She spends the majority of her time working and pursing new clients. Emmie loves to attend events, be ahead of the trend, and make a statement. When shopping Emmie is one to buy on impulse, this is fed by her desire to be ahead of the curve. She is always the first to try next seasons bold lip or strappy sandal. She spends her weekends exploring her neighborhood trying as many new restaurants as possible with her boyfriend. In the evening they can be found attending the weekend’s most stylish parties or hoping between their favorite go-to bars SoHo House and The Jane Hotel. On Sunday’s they spend their afternoon window shopping with Prince, which in not a strength of Emmies. 9
Demographic + Psycographics Tantalize will be launched at Sephora’s two locations in Time Square followed by Sephora locations in Los Angeles, Georgetown, San Francisco and Miami. During ithe company’s first year Sephora will be the exclusive retailer. Expansion there after will be targeted towards various specialty shops and prestige beauty retailers including Nordstroms, Fred Segal and Macys. Tantalize may open free standing stores as well, dependent upon consumer response. New York City : Time Square (10036)
Population: 26,349 Median Income: $59,400 Age: 38.3 Consumer Spending: $793 MM PRIZM: Bohemian Mix, Urban Achievers, Young Digerati Local competitors: MAC, Duane Reade, Bare Esentials
The launch of Tantalize will be a one night Times Square takeover, events at both stores will be enhanced through digital campaigns and brand ambassadors. The launch will systematically integrate ambassadors and fans across the country as the product begins to roll out in other locations.
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Los Angeles: The Beverly Center (90048) Median Income: $67,800 Age: 40.5 Consumer Spending: $616 MM PRIZM: Corporate Climbers, Loan Rangers, New Money, Online Living Local competitors: M.A.C Cosmetics, MAKE UP FOR EVER Boutique, Benefit DC: Georgetown (20007) Median Income: $104,300 Age: 33.7 Consumer Spending: $954 MM PRIZM: Loan Rangers, Mid Highlife, Online Livng, Power Couples, The Wealth Market Local competitors: Neiman Marcus, Macy’s, Saks San Francisco: South of Market (94107) Per Capita Income: Median Income: $108, 500 Age: 37.8 Consumer Spending: $948 MM PRIZM: Midlife Highlife, Online Living, Power Couples, The Wealth Market Local competitors: Lush Cosmetics, Fresh, Neiman Marcus, Barney’s New York Miami: South Beach (33139) Per Capita Income: Median Income: $38,200 Age: 40.5 Consumer Spending: $1,040 MM PRIZM: ATM Nation, Urban Achievers, Corporate Climbers, Loan Rangers Local competitors: Ulta, M.A.C Cosmetics, Macy’s These locations are prime options for our launch due to high consumer spending, high traffic and similar consumer demographics. We will focus on VALS Experiencers as our target consumers. These clients are ahead of the buying curve with disposable income, they constant research new products and shop often. They are highly likely to influence their friends purchases.
Experiencers: these clients are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky.
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Industry + Market Research Scope and Size of Current Market: USA prestige beauty sales rose 7% in 2012 to reach $10.2 billion, led by skin care sales which rose 10% to $3.4 billion. Makeup sales increased 7% to $3.8 billion and fragrance sales rose 5% to $2.9 billion, according to NPD. On a global scale the market is even more sizable, Kline & Company valued the global personal care industry at $300 billion and growing by 4.5% or more annually. Though the recent economic turmoil had decreased spending on some discretionary products in the United States, purchasing of beauty products has remained strong. Consumers find beauty purchases to be an inexpensive way to help in achieving social and economic goals. Through the past year our competitor MAC has sold 1 lipstick and 1 eye shadow every 2 seconds! International Growth by Catgory:
Industry Trends: -
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Two thirds say they are too busy to look after their appearance, but feel pressure to look good. This has driven the popularity of BB Creams, CC Creams and DD Creams. 50% of global consumers rely on products and services that help them save time. Personalization is at the heart of the Right for Me sub-trend, with products such as custom-blend make-up. Examples include Maybelline Fit Me Foundation or mood-based cosmetics that react to the individual’s skin and change color High-tech pigment matching, at select Sephora locations. Customers can utilize the X-Rite/Pantone system that measures colour values of customers’ skin tone to facilitate the choice of a suitable foundation. Other retailers are creating holographic projections of customers enabling to test makeup on a virtual clones. Kits marketed as starter sets, tutorial or seasonal items are speedy sellers, customers on tighter budgets enjoy feeling as though they are getting the most for their money. Examples include Urban Decay’s Naked Pallates or Bare Mineral’s Starter Kit Innovative Color Cosmetics--face makeup, eye makeup, lip color,nail color, and more-- these are opportunities to excite consumers with new colorways and texture options, the most popular include holographic and metallic. The industry has seen an increase in demand of online preorder in airports, new technology allows customers to shop online and pick up their goods while checking in to their flight.
Product Selection & Production Tantalized will be initially be purchasing all the components for our products separately and collecting them centrally for distribution, our retail value must include all of the individual costs. Sourcing will be animal cruelty free as well as sustainably driven, we are will not source from China as we do not support their animal testing protocols. In time we aim to work with an established manufacture to streamline the production process. Our debut collection will include lipstick, blush, eyeshadow, mascara and eyeliner. As the company grows we will next seek to grow our business in skincare. Range includes:
Lipstick, $29 For unmistakable attitude this is a must. Concentrated, ultra-thin pigments offers radically intense, long-wearing colour with full coverage. Leaves lips supple and protected with lasting comfort. Blusher, $30 This innovative powder-cream formula offers an enticing new way to blush with vibrant pigments for instant drama. The silky texture offers a long-wear satin finish—soft and comfortable for every skin type—and is simple to apply with fingertips or brush. Eyeshadow, $20 This intense long-wear eyeshadow offers the perfect outlet of expression. An innovative gel texture that is both soft and cushiony this Versatile formula can be applied dry for subtle shading, or dampened for more intense colour. Mascara, $24 This high-precision mascara achieves instant volume and intensely lush colour in a single stroke. Its innovative formula expands, plumping lashes to their fullest. step outside of the norm to try an exciting hue, a daring way to deliver an extreme, eye-opening effect. Eyeliner, $21 Water-based eyeliner with a soft and supple felt-tip point delivers a smooth, precise line every time. Special Pigments ensure high drama and long wear. enjoy ease of application with our revolutionary pen applicator. 13
Competitors M.A.C. Mission Statement: “All Races, All Sexes, All Ages” conceived to embrace all consumers. To be the worlds leading make-up authority among both professional make-up artists and consumers. Professional makeup artist quality cosmetics. Offering more than 100 shades for eyes, lips and face…everything a makeup addict can’t live without. Business Description: The company’s products were initially specifically designed exclusively for professional make-up artists but are now sold to consumers worldwide. Company Overview: Their product line towards professionals in the beauty and fashion industry who had to rely on heavy cosmetics and stage makeup to create the visual effects needed to withstand bright lighting during photo shoots. MAC can be found at department stores such as Belk, Nordstrom or Macy’s as well as MAC Stores. Estée Lauder Companies acquired controlling interest of MAC in 1996, completing their acquisition in 1998 after original founder Frank Angelo died in 1997 due to complications during surgery. Estée Lauder, being the massive global beauty company it is, helped M.A.C grow even further and there are now a whopping 1500 locations selling the brand in 78 different countries worldwide. MAC sells a full range of cosmetics, including but not limited to all types of foundation, concealer, blush, lipstick, lip gloss, eyeshadow, eyeliner, mascara, false eyelashes, and more. MAC is loved also for their limited edition collections, which are often based on a theme, pop-culture reference, or celebrity. The company contains MAC PRO Program, a line within the brand that provides specialized products just for professional artists and students at a discount. Financial Overview: Financial data for MAC is not publicly available, though data for its parent company of Estee Lauder is. All data is from the latest fiscal year. Dollars in millions. 2013 Net Sales $10,181.7 Net Earnings $1,019.8 Total Assets $7,145.2 Global Net Sales: 2009, $7.32 Billion; 2013, $10.18 Billion
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Best Sellers Eyeshadow, $15 “Highly pigmented powder eyeshadow, applies evenly, blends well.” Comes in 7 finishes and 127 total shades Lipstick, $22 “Color plus texture for the lips. Stands out on the runway. Simmers on the street! What made MAC famous.” Comes in 9 finishes and 159 total shades Powder Blush, $21 “Colour for the cheeks and face. Various formulas. Different looks.” Comes in 5 finishes and 38 total colors
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Competitors Illamasqua Mission Statement: Illamasqua’s mission is to provide high-performance, professional make-up to anyone who wants to self-express and accentuate their look beyond the norm. Business Description: Sale of cosmetic products through wholesale partners, e-commerce and the company’s stand alone stores. Company Overview: Illamasqua is a British cult cosmetic brand that emerged on the scene in London in November 2008. The company has since been slated as one of the fastest growing brands in cosmetic history. With an emphasis on individuality, Illamasqua’s CEO Julian Kynaston and a trio of iconic artists came together to create a cosmetic line that would bring together creativity, uniqueness, and quality to makeup. Julian Kynaston joined forces with makeup artist, Alex Box, musicians David Vanian of the Damned, and Anja Huwe of Xmal Deutschland to create the line. Within three years, Illamasqua is has gained an immense professional and nonprofessional artist following and has already managed to hit stores in Europe, Australia and several Sephora locations across the U.S.
Financial Data as of 31 December 2012 (GBP mil)
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Best Sellers Fundamental Palette A palette of highly pigmented colors and textures for the face, body, and hair. This palette comes in an array of unique textures and statement-making colors that can be combined for a variety of effects—all intense, all long-lasting. Consists of both cream and pressed pigment shadows. Precision Ink An intense waterproof liquid eyeliner. This long-wearing liquid liner comes with a fine tip that allows for defined application, making it perfect for creating a defined eye. The waterproof formula dries within seconds and stays true for hours. Available in 5 different shades Powder Blusher A powder blusher. Color intense and highly pigmented, it can be used to shade, brighten, enhance, and define the shape of your face. Available in 15 different shades
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Competitors MAKE UP FOR EVER Mission Statement: MAKE UP FOR EVER, a professional 360° vision. Business Description: Make Up For Ever is primarily engaged in wholesale of pharmaceutical goods. Company Overview: In 1984 that Paris native Dany Sanz responded to the wishes of the fashion and entertainment industries by creating Make Up For Ever. Dany Sanz succeeded in putting together an unique, elaborate palette, allowing make up artists to experiment with makeup to bring the fashion and theatre world to new heights. Keeping in mind the chaos of runway makeup, the products are easy to use and long lasting. Today, Dany Sanz remains the brand’s Artistic Director. Its products are prominently sold in Sephora stores in Europe and the United States, as well as in department stores in Asia and the Middle East. Make Up For Ever also has a network of 17 professional boutiques where makeup artists can procure all the 1,400 product references the range offers. The product range includes foundations, eye shadows, lipsticks, gloss, body makeup, eyeliner pencils, loose powders, makeup removers, brushes, false eyelashes, glitter and more, in addition to artistic products and makeup for special effects. Manufacture: Estee Lauder Ltd. Revenue: $87.8 Total Assets: $46.6 Net Worth: $20.2
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Finacial Overview:
Best Sellers Aqua Eyes, $19 Formulated for easy application and to withstand the most extreme conditions, it stays on eyelids without melting for precise application and intense color throughout the day. The product is a waterproof, smudge- and fade-resistant eyeliner that doubles as a vibrant eye shadow. Rouge Artist Natural, $24 Keeps lips hydrated for eight hours after application. Its incredibly smooth texture for ultimate comfort while also leaving the lips supple and moisturized. Formulated with mother-of-pearl and colorful pigments, adding a natural sheen to the lips. An ultra-creamy lipstick with a translucent soft, shiny finish. 18 colorways. Smoky Extravagant Mascara, $24 A precision mascara that adds volume, length, and curl with an exclusive microdefining wax complex cloaks the lash surface in ultrablack pigments. The dual-purpose, cone-shaped brush has a precision tip that separates lashes to create volume.
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Inspiration
Concept+Capsule Collection Rendering
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Design and Concept Board
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Sourcing: Leading Manufacures L’OREAL GROUP Location: Clichy, France 2012 Sales: $28.88 BILLION Products: L’Oréal Paris, Garnier,Maybelline New York, Kérastase, Inné, Redken, Kiehl’s, ShuUemura, Parfums Giorgio Armani, and Ralph LaurenFragrances UNILEVER PLC Location: London 2012 Sales: $20.7 BILLION Products: Axe, Impulse, Degree, Dove, Ponds, Vaseline, Suave, Organics,and Finesse PROCTER & GAMBLE Location: Cincinnati, Ohio Estimated Sales: $20.08 BILLION Products: Pantene, Olay, Head &Shoulders, Clairol, HerbalEssences, Nice ’n Easy, Cover Girl, Old Spice, Lacoste, Vidal Sassoon, Gucci, Rochas,Escada, Puma, and Anna Sui THE ESTEE LAUDER COS. Location: New York 2012 Sales: $9.98 BILLION Products: Aveda, Bobbi Brown, Bumble & Bumble,Clinique, Donna Karan, Estée Lauder, Flirt, Jo Malone, Kate Spade, La Mer, MAC, MichaelKors, Origins, and Stila SHISEIDO CO. LTD. Location: Tokyo 2012 Sales: $8.38 BILLION Products: Shiseido, Clé de Peau Beauté, Carita, Parfums Jean Paul Gaultier, Parfums Narciso Rodriguez and Parfums Elie Saab AVON PRODUCTS INC. Location: New York Estimated Sales: $7.64 BILLION Products: Avon Color, Skin-So-Soft, Avon Solutions, Avon Naturals, Mark, and Avon Wellness LVMH MOET HENNESSY LOUIS VUITTON Location: Paris 2012 Sales: $4.65 BILLION Products: Christian Dior: Addict, J’adore, Diorskin, Parfums Givenchy, Parfums Kenzo, Benefit Cosmetics, Fresh, and Make Up ForEver COTY NEW YORK Location: New York 2012 Sales: $4.59 BILLION Products: Balenciaga, Bottega Veneta, Chloé, Marc Jacobs, Roberto Cavalli, Sarah Jessica Parker, Vera Wang, Vivienne Westwood, OPI, Rimmel, and Sally Hansen CHANEL Location: Neuilly-sur-Seine, France 2012 Sales: $5.33 BILLION Products: Chanel Parfums, Chanel Cosmetics, Précision (skin care)
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Retailing and Production: Sephora Sephora has been an asset of the LVMH Selective Relating sector since 1997. Growing on Tantalized relationship with Sephora, an LVMH company, Tantalize will be manufactured at Cosmetics Valley in France. This is where LVMH produces their products; LVMH is a major player in the perfumes, make-up and skincare sector primarily working in collaboration on a portfolio of luxury brands and in the development of high-potential independent beauty brands such as Benefit, Fresh and Make Up For Ever. Today Sephora operates in 30 countries generating revenues in excess of $4 Billion. LVMH has made a substantial investment in Sephora, expanding it rapidly around the globe. Sephora stands apart from department stores with a visionary beauty retail concept that creates an entertaining shopping experience and brings high-end beauty care within every consumer’s reach. For production of LVMH perfumes, make-up and skincare brands the mass of production is located in the heart of France between Upper Normandy and the Central Region, at Cosmetic Valley. In manufacturing LVMH aims to be socially responsible through optimizing energy consumption, using water resources sparingly and carefully monitoring waste. All establishments train their employees in environmental protection procedures and in selective sorting. For example at LVMH, non-hazardous industrial waste materials (paper, cardboard, plastic, etc.) are sorted by type in identified containers and are removed to recycling plants. Hazardous industrial waste (toxic waste from labs, car and small batteries, etc.) are handled by specialists who reprocess or recycle the materials. LVMH is part of the United Nations’ Global Compact, which requires its members to both apply and promote principles in the field of human rights, labor and the environment. All plastics and packaging is outsources to suppliers of The Group. All suppliers are audited annually and also practice CSR. These values are equally important to Tantalize in our manufacture process, we aim to set the same standards in our corporation. Modeling our business after the practices of LVMH we will be conducting all production processes at Cosmetics Valley through various vendors.
RAW MATERIALS: Creations Coleurs/The Innovation Company 6 rue jules Pasdeloup 28100 DREUX W: http://www.theinnovationcompany.fr/ CONTRACT MANUFACTURING + RESEARCH: Albéa 1, avenue du Général de Gaulle 92230 GENNEVILLIERS CEDEX W: http://www.albea-group.com PRIMARY PACKAGING + SECONDARY PACKAGING: Albéa 1, avenue du Général de Gaulle 92230 GENNEVILLIERS CEDEX W: http://www.albea-group.com SUPPLY CHAIN + SHIPPING: GT Logistics
66 Quai français 33530 BASSENS W: http://www.gt-logistics.fr
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Production Summary and Cost
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Sales Plan
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Branding
Business Cards
Letterhead 28
Envelope
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Branding
Secondary Packaging 30
Label Sticker
As a vendor at seohira all to-go packaging including tissue and bagging are sephora branded.
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LAUCH PROMOTION Prouduct Marekting International Make-Up Artist Trade Show: NYC April 11-13, 2014 Booth Rental Rate: $1,995 USD/100 sq. ft. booth General Adnission Tickets: $55-75 per day International Make-Up Artist Trade Show: LA January 15-18th, 2015 Booth Rental Rate: $1,995 USD/100 sq. ft. booth General Admission Tickets: $55-75 per day Tantalized will not participate in fashion week, the cost of providing cosmetics for such a large production well exceeds the companies budget at this time. Our funds will be exclusivlty used toward booth rentals at IMAT in New York and Los Angeles. The company will gain mass exposure through retailer Sephora, assesments to expand this catagory will be made post-launch.
Product Launch Tantalize Beauty will lauch on November 7th at Sephora’s Time Square location during a private RSVP only experience for Beauty Insiders. All three founding members of the company will be on hand offering one-on-one consultations with shoppers. Those in attendence will also enjoy sweets and light refreshments. Budget for food and refreshments will total $3,200 for invites, chocolates. cupcakes and champagne. Invites will be sent using Sephora’s database of Beauty Insiders. The cities top 2,000 spenders will recieve a mailed invite. All insiders with recive an e-vite. On December 1st the collection will debut in select Sephora stores nationwide, email reminders will be sent to local Beauty Insiders at each store.
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<tantalizepr@gmail.com>
Exclusive event invitation ITâ&#x20AC;&#x2122;S TIME TO GET TANTALIZED! Be among the first to experience TANTALIZE. Complementary Sips and Sweets while you enjoy a private shopping experience to launch our Fall / Winter â&#x20AC;&#x2DC;14 Collection. To schedule your exclusive consultation with a member of the Tanatlize team RSVP to: TantalizePR@Gmail.com. Space is limited.
WHEN: November 7th, 2014 WHERE: Sephora Time Square 1500 Broadway, New York, NY 10036
Launch e-vite Utilizing the sephora database, beauty insiders will receive an email blast inviting them to the exclusive launch in time square. customers will also be reminded when tantalize is coming to a store near them. In addition, any facebook fans of either sephora or tantalize beauty will be offered the same invite and reminder. 33
WHEN: November 7th, 2014 WHERE: Sephora Time Square 1500 Broadway, New York, NY 10036
Be among the first to experience TANTALIZE. Enjoy Sips and Sweets while you enjoy a private shopping experience to launch our Fall / Winter â&#x20AC;&#x2DC;14 Collection. To schedule your exclusive consulation with a memeber of the Tanatlize team RSVP to: TantalizePR@Gmail.com. Space is limited.
Best, Lexi, Maddi, and Hana
Launch InvitE Utilizing the sephora database, beauty insiders will receive an invite post card to the exclusive launch in time square. customers will also be reminded when tantalize is coming to a store near them. 34
Thank you for joining our historic evening at Sephora Time Square. We hope that you have enjoyed your purchases and would love to see how your life has been Tantalized!! Share your most exciting looks with our community of feirce ladies using #GetTantalized. We will have suprises in store for our favorites. Best, Lexii, Maddi and Hana
Post-Launch Thank you card At tantalize we truly apprciate our customer and we feel that it is important to remind them just how much we value their support. every customer at the time square launch will receive a thank you card. all purchases over $75 will recive a handwritten thank you. 35
PRESS RELEASE + ADVERTISING New York, NY, March 4, 2014 --(PRNewswire.com)-- Tantalize Beauty announces a brand new collection launching with Sephora as a part of a revolution towards personal expression. Set to launch in November of 2014 at Sephora’s Time Square location the collection features several new, must-have Tantalize Beauty products to make the holiday season your most beautiful! Sephora’s Time Square location will exclusively have the collection until December 1, 2014 after which the collection will be in select Sephora stores nationwide. Sephora Time Square will be offering a private shopping experience to Beauty Insiders who RSVP. So, check you inbox ladies! The collection includes five essential high-quality products: Eyeshadow, Blush, Mascara, Lipstick and Eyeliner. Developed at the elite Cosmetic Valley just outside of Paris, France the collection allows consumers to achieve vibrant statement making looks while knowing they are using only the highest quality products. Tantalize prides itself on using manufactures who value sustainability and corporate social responsibility. Tantalize Beauty with range in price points from $18-$27, be sure to get your colors before they are gone. Limited number of capsule collection products available. Tantalize Beauty’s launch will include all five products in our classics collection as well as an exclusive capsule collection. Our capsule collection will change multiple times a year. At Tantalize Cosmetics the capsule collection is our way of creating a community among our customers. Each season we hope to excite the community with innovation and revolutionary shades. For our debute collection we are inspired by the demise of civilization. We all thought it would be zombies that would end us, but it was a second ice age that threatened human existence. From those who remained, one group in particular truly thrived and, over time, formed a family. This family became the new royalty, and this collection fantasizes their story. PRESS CONTACT Lexi Ench TantalizePR@Gmail.com
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To maximize reasources at launch promotional funds will primarily go towards distribution of samples for press and industry insiders as well as production of digital content for the brand. The companies YouTube and Facebook pages will be used to share behind the sceens footage, launch coverage and how-to videos. Our campaign photos will also be shared Sephora and Tantalize media channels with the #GetTantalized tag. This will be the start of our online community among customers who will be encouraged to share their most innovative looks created with out cosmetics. To further establish the trend we will reach out to bloggers Keiko Groves of Keiko Lynn and Cara Brook of MaskCara to share among their media channels. Both bloggers tested the producted during the summer of 2013 and have featured on their blogs. Estimated cost for collaboration with digital influencers is $3,500, covering a $1,500 fee and $250 worth of product for each. The entire lauch at Time Square on November 7, 2014 will cost an estimated $6,700 in event and promotional costs. At this time the Time Square laction is the only store to be hosting a large scale celbration. Based upon consumer response events may be added to secondary stores launching on December 1st or during the holiday season.
Tantalize
COMING TO SEPHORA IN FALL 2014 E: TantalizePR@GMAIL.COM | W: SEPHORA.COM/TANTALIZED
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Appendix Contents a2: References a3: Product Line sheet, classics a5: product line sheet, collection A7: tech pack, lipstick Media Kit Booklet
A1
““About Us.” Make-up Art Cosmetics. Make-up Art Cosmetics, n.d. Web. 24 Jan. 2014. “Best Sellers.” Make-up Art Cosmetics. Make-up Art Cosmetics, n.d. Web. 25 Jan. 2014. “Consumer Awareness.” Make-up Art Cosmetics. Make-up Art Cosmetics, n.d. Web. 25 Jan. 2014. “Digital Gains Traction in Travel Retail.” Womens Wear Daily. Condé Nast, 8 Nov. 2013. Web. 22 Jan. 2014. “Illamasqua.” Sephora. Sephora USA, n.d. Web. 22 Jan. 2014. “NPD Reports Global Prestige Beauty Annual Sales Results; U.S. Growth Outpaces Europe.” The NPD Group. The NPD Group, 5 Mar. 2013. Web. 22 Jan. 2014. “Shop Online.” Make-up Art Cosmetics. Make-up Art Cosmetics, n.d. Web. 25 Jan. 2014. “The Beauty Top 100.” Women’s Wear Daily. Condé Nast, 9 Aug. 2013. Web. 23 Jan. 2014. “STYLE LAB.” Cara Loren. Cara Loren, n.d. Web. 23 Jan. 2014. VALS™ | VALS™ Types | Experiencers | SBI.” Home | Strategic Business Insights. N.p., n.d. Web. 27 Jan. 2014. “2013.” Keiko Lynn. Keiko Groves, n.d. Web. 23 Jan. 2014. “ZIP Code Look-up.” Claritas. Nielsen 2013, n.d. Web. 23 Jan. 2014.
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