Table of Contents • About Fresh • Promotions • Products • Gift With Purchase • Marketing Plan
• Press Release • Sales Plan • Plan-O-Grams • Works Cited
About Fresh •
Founded in Boston, 1991 by Lev Glazman and Alina Roytberg.
•
Acquired by LVMH in 2000.
•
Fresh has been credited with sparking industry-wide trends from pioneering the use of milk, sugar, soy, and sake in cosmetics products.
•
167 products
•
Sold in 525 locations
• •
18 of which are Fresh Stores.
Sold at Neiman Marcus, specialty stores such as Sephora, and online.
Promotions •
Citrus Rush Launch Party held at the San Francisco Union Square Flagship location.
• •
Two new and limited edition Hesperides Grapefruit products. Includes: Body Lotion, Shower Gel, Body Polish*, and SugarBath Cubes* in Hesperides Grapefruit
• •
*Only available for purchase with this gift set.
Citrus Rush Gift Set purchase of $115 or more receive a free gift with purchase.
•
GWP includes 6 minis of Fresh’s bestsellers and award winning products.
Products: Citrus Rush Gift Set • • • • •
1 full size Hesperides Grapefruit Body Lotion 1 full size Hesperides Grapefruit Shower Gel 1 full size Hesperides Grapefruit Body Polish, limited edition 1 full size Hesperides Grapefruit SugarBath Cubes, limited edition Priced at $99, with a gift value of $121
Gift With Purchase
• Qualifier: Citrus Rush Holiday Gift Set purchase of $115 or more, pre-tax
1.7 oz Soy Facial Cleanser
• Includes: 5 bestsellers and 2 award winning products
• Gift value: $132 0.5 oz Lotus Youth Preserve Face Cream
0.5 oz Hesperides Grapefruit Eau de Parfum
0.12 oz Sugar Nourishing Lip Balm Advanced Therapy
0.30 oz Sugar Lip Polish 1 oz Creme Ancienn Ultimate Nourishing Honey Mask
Marketing Plan • Fresh will be introducing the
Citrus Rush Holiday Gift Set by hosting a launch party at its San Francisco Union Square Flagship store.
• Hesperides Grapefruit themed • Grapefruit flavored snacks and beverages.
• Citrus flavored desserts:
Grapefruit Celebration Punch (non-alcoholic), mini grapefruit & lemon tarts, cupcakes, and candies.
• Announced through email lists,
in-store & online promotion, Fresh’s social media accounts, and in a press release featured in Elle Magazine.
Marketing Plan •
This is the event promotion that will be
Rush into the holiday season by celebrating 25 years of Fresh!
included with the press release in the December Holiday Gift Guide issue of InStyle Magazine.
•
The issue’s Ad Close/Mater Due ROB date: 9/19/16
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Join us on December 1st, for our Citrus Rush Launch Party at the San Francisco Flagship Store
The Supplied Inserts Due at Plant date: 10/13/16
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The Newsstand On-Sale date: 11/11/16
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Target customer:
Be the first to shop our exclusive, limited edition Citrus Rush Gift Set, sold only in Fresh Stores
•Women ages 25-54, with a household income of at least $50,000
•
Full page advertisement: $199,000
Enjoy citrus flavored snack and drinks and receive a free gift with purchase of 6 mini bestsellers!
Press Release FOR IMMEDIATE RELEASE: November 18, 2016 Madeline Williams Fresh Cosmetics 415-248-0210 Sanfrancisco@fresh.com Rushing Into Hesperides Celebrating 25 Years of Milestones In One Box San Francisco, CA: To celebrate Fresh Cosmetics’ 25th anniversary our bestselling Eau de Perfume, Hesperides and Grapefruit, will be expanding into a limited edition bath and body gift set. Treat yourself to a luxurious experience by pampering your skin with a revitalizing and energizing citrus rush that will be available only at Fresh Boutiques this Holiday Season. Wrapped in seasonal packaging, the set will include the Hesperides and Grapefruit shower gel and body lotion along with new limited edition items: SugarBath Cubes and Body Polish; which will only be available for purchase in this gift set. With a value of $121, this collection will be introduced at our Citrus Rush launch party in the San Francisco Union Square location on December 1st for $99 and includes a free gift with purchase of 6 mini bestselling and award winning products from Fresh Cosmetics. “A Gift from the Garden of Eden. This is the perfect gift, the smell is so pure and amazing. The grapefruit scent, and silky smooth effect makes you feel sinful.”-Kayla, Fresh Cosmetics costumer. About: Founded by Lev Glazman and Alina Roytberg, Fresh Cosmetics has been offering award winning, all natural beauty products form around the world for 25 years. What started out as a couple’s passion for apothecary soap in Boston 1991, has evolved into a lifestyle brand that pioneered the use of many natural ingredients in beauty such as soy, milk, sake, and sugar which have helped earn Fresh Cosmetics a variety of awards throughout the past 25 years. To be sent to: InStyle Magazine
Sales Plan/Budget
Fresh Cosmetics KPI
Gift Sets
OH
Sales Plan
Max
Min
OO
Unit Cost
Total Cost
MSR 50pts
MYD
FYI
TY Budget
LY
Act
% Change
Citrus Rush Gift Set
80
80
50
0
49.5
3,960
99
7,920
3,500
0
0
0
Sugar Lip Entourage Gift Set
34
65
30
31
17.5
595
35
1,190
640
1,400
1,498
7
Sugar Lip Showcase Gift Set
14
45
25
31
25
350
50
700
450
520
556.4
7
Skincare Treasures Gift Set
22
70
40
48
37.5
825
75
1,650
990
770
823.9
7
Mini Mask Spa Gift Set
13
65
35
52
45
585
90
1,170
1,300
1,400
1,498
7
Rose Hydrating Ritual Gift Set
17
64
35
47
45
765
90
1,530
900
1,350
1,444.50
7
Black Tea Age Delay Gift Set
25
55
40
15
35
875
70
1,750
1,900
1,640
1,754.80
7
115
115
80
0
0
0
0
0
0
0
0
0
Mini Sugar Lip Polish
0
0
0
0
0
0
0
0
0
0
0
0
Mini Sugar Nourishing Lip Balm Advanced Therapy
0
0
0
0
0
0
0
0
0
0
0
0
Mini Soy Facial Cleanser
0
0
0
0
0
0
0
0
0
0
0
0
Mini Hesperides Grapefruit Eau de Parfum
0
0
0
0
0
0
0
0
0
0
0
0
Mini Creme Ancienn Ultimate Nourishing Honey Mask
0
0
0
0
0
0
0
0
0
0
0
0
Mini Lotus Youth Preserve Face Cream
0
0
0
0
0
0
0
0
0
0
0
0
7,955
509
15,910
9,680
7,080.00
7,576
Gift With Purchase $115 Qualifier
KPI (units)
% to Co
TY
LY
Act
% Diff
Sugar Lip Entourage
1.35
71.69
67
7
Skincare Treasures
1.23
66.34
62
7
Sugar Lip Showcase
2.72
57.78
54
7
GWP
1.68
200.09
187
7 Totals:
254.5
With the release of this limited edition Citrus Rush Gift Set (including two new products), the launch party event, gift with purchase promotion, and the exclusivity of only being sold in Fresh stores we will reach our goal of increasing sales by 7%. As Fresh’s only bath and body holiday gift set, the Citrus Rush set is sure to be our most popular gift set this year as it will face virtually no competition in the bath and body division from within the Fresh brand.
Plan-O-Gram: Gift Bar Gift Bar Citrus Rush
Sugar Lip Rush
Skin Care Treasures
Rose Hydrating Rituals
Limited Edition, 25th Anniversary Holiday Gift Set! Receive a FREE gift with your Citrus Rush Gift Set Purchase of $115 or more! *See Register For Details P.O.P Sign for GWP GWP in glass case
Sugar Lip Rush
Citrus Rush
Mini Mask Ritual
Black Tea Age Delay
Plan-O-Gram: Impulse Buys Citrus Rush Gift Set
GWP of 6 mini bestsellers
POP sign for GWP
Enjoy 6 mini bestsellers for FREE when you buy a Citrus Rush Holiday Gift Set and spend $115 or more!
Plan-O-Gram: Floor Plan
n
he
itc K e bl Ta
C a s h W r a p
Entrance
G i f t B a r
Works Cited • Farlex. "LVMH Acquires American Cosmetics Company FRESH." LVMH Acquires American Cosmetics Company FRESH. Farlex, n.d. Web. 03 Dec. 2016. <https://www.thefreelibrary.com/ LVMH+Acquires+American+Cosmetics+Company+FRESH.-a065493570>.
• Fresh Inc. "About." Fresh - About Fresh. Fresh Inc., n.d. Web. 1 Dec. 2016. <http:// www.fresh.com/US/about/>.
• LVMH. "Fresh, Natural High-end Skincare." LVMH. LVMH, n.d. Web. 01 Dec. 2016. <https:// www.lvmh.com/houses/perfumes-cosmetics/fresh/>.
• Time Inc. "InStyle Media Kit | InStyle® | Editorial Calendar." InStyle Media Kit | InStyle® | Editorial Calendar. Time Inc, n.d. Web. 04 Dec. 2016. <http://www.instyle.com/promo/mediakit-v2/ calendar_is.html>.