THESPIS MADISON DARNELL
FASM 430
CAPSTONE MIDTERM PRESENTATION
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ABSTRACT 1
is a new makeup brand specializing in theatrical makeup. The collection includes a starter pack for new performers with limited knowledge of the makeup world. The products can be purchased through e-commerce, where you can also join a community of thespians through a forum.
Thespis
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TABLE OF CONTENTS Abstract ...................................................................................................................................................................................... 1 Introduction ............................................................................................................................................................................. 4 Description of the Problem .......................................................................................................................................... 6 Resource Review .................................................................................................................................................................. Company Information ............................................................................................................................................... Competitors ..................................................................................................................................................................... Target Personas ........................................................................................................................................................... Industry Research ........................................................................................................................................................ Survey Analysis .............................................................................................................................................................
8 9 12 15 17 22
Description of the Project ............................................................................................................................................ Roll Out Plan ................................................................................................................................................................. Product Mockups ......................................................................................................................................................... Website ............................................................................................................................................................................... Marketing Plan ............................................................................................................................................................... Assortment Plan ........................................................................................................................................................... Budget .................................................................................................................................................................................
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Conclusion .............................................................................................................................................................................. 64
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Sources ..................................................................................................................................................................................... 65
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INTRODUCTION 4
Performing has been a part of my life since the age of 5, but since going to college I had lost touch with it. While performing I always felt as though I never had a perfectly curated makeup collection. For my capstone I wanted my project to encompass theatre along with something else I loved, the beauty industry, by creating a makeup line and starter kit for theatrical makeup.
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DESCRIPTION OF THE PROBLEM 6
Many young performers don’t know what makeup is best for intense stage lights and don’t know what they need. When I started performing as a child, I didn’t wear makeup on a regular basis and borrowed my mom’s makeup for performances. Her makeup was not made to perform under stage lights.
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RESOURCE REVIEW 8
COMPANY INFORMATION is a new makeup brand created to fill the white space in the market for theatrical makeup. The brand includes starter packs for beginner’s and the essential all-in-one kit for performers.
Thespis
The name Thespis comes from Ancient Greece, where he was the first person to appear on stage as an actor. “Life is just an accumulation of spectacles.”
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MOOD BOARD
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SWOT • Dedicated to a particular niche (performance makeup)
• Startup brand with few resources (money, people, technology, etc.)
• Interesting packaging
• Not a lot of brand exposure
• Great prices for the quality
• Only retails online
• Creates a community
• Expand to retail stores • Expand product assortment with more collections • Expand globally
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SW OT
• Brand loyalties to other companies • Cheaper mass makeup brands • More accessible brands
Competitors
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COMPETITORS SWOT ben nye
MAC
NYX
•Leading theatrical make up brand •Has direct access to schools •Offers full makeup kits
•Quality products that work under stage lights •Reputable brand image •Many different products and colors
•Brings artistry to the makeup market •Creates a community by reposting customers and hosts competitions
•Mass makeup brand •Accessible to all •Leading foundation brand
•The school packs only offer 3 different foundation shades
•No longer advertised as theatrical makeup
•Not a lot of advertising
•Cheap brand image because of low prices
OPPORTUNITIES
•Grow social media •Expand to professional theaters
•Start selling starter makeup kits again, instead of just an eyes kit, lip kit, etc.
•Global expansion •Creating starter makeup kits
•Create a starter makeup kit •Expansion into stores like Sephora
THREATS
•Mass makeup brands being cheaper and more accessible
•Saturated makeup industry •Duplication of products from cheaper brands
•Saturated makeup industry •Duplication of products from cheaper brands
•Saturated makeup industry
STRENGTHS WEAKNESSES
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COVERGIRL
COMPETITOR PRICING
Ben Nye Mac nyx Covergirl
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Foundation
Lipstick
$2.99-70.00
$5.00-48.00
$5.00-80.00
$2.99-67.50
$20.00-450.00
16 products
12 products
38 products
45 products
17 products
$31.00-70.00
$12.00-22.00
$7.00-48.00
$17.00-37.00 $20.00-100.00
13 products
25 products
26 products
17 products
$9.00-15.00
$3.26-60.00
$2.00-35.00
$2.50-15.00
9 products
28 products
36 products
14 products
$5.99-18.99
$5.99-9.79
$2.48-14.49
$5.76-12.79
18 products
10 products
Eyeshadow powder
11 products
12products
Kit
11 products N/A
N/A
TARGET PERSONA
MILLIE 12 years old from Chicago, Illinois. Her mom works as a high school choir director, and her dad works as a high school art teacher. Combined income of $120,000. She has been exposed to the arts her whole life and started performing at the age of 5. She is currently playing Annie at Beverly Theatre Guild in Chicago. She has only ever worn makeup for theatre but is curious and wants to explore more. Her current dream role is Matilda and her future dream role is Winnifred in Once Upon A Mattress.
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TARGET PERSONA
Beau 19 years old from Kansas City, Missouri. Currently a student in his sophomore year at the University of Missouri-Kansas City getting a B.A. in theater with an emphasis in design and technology. After he graduated he hopes to move to New York City working as a scenic designer. He has never acted before his college program, but is now interested in continuing it as a hobby. Does not have much knowledge of makeup but has to wear it for his performances. His dream role is King George III in Hamilton.
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INDUSTRY
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INDUSTRY
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This information shows that consumers want a cheap foundation.
Industry Broadway/professional gives $200 to performers for makeup and suggests they go to Mac Cosmetics, unless they need special effects makeup in which the makeup artists supplies.
Schools/colleges tell student to use their own makeup but often will recommend Ben Nye or able to purchase the school starter kit.
Community theaters use their own everyday makeup or buy cheap drug store makeup or children use their parent’s makeup
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volume potential
2.15 M People in the theatre arts workplace Growing
5.42% 20
139,000
11,296
Students currently in the Thespian Society across
Theatre degrees awarded
5,000 schools
Growing
0.98%
CONSUMER Research
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SURVEY ANALYSIS
What are performers looking for in terms of makeup?
Like Ben Nye because it is geared towards theatre, although looks like Halloween makeup and can’t be worn as everyday makeup. Likes Mac because if it’s quality and can be used everyday, but has a higher price point and they don’t know exactly what they need and are overwhelmed with a large assortment of products.
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SURVEY ANALYSIS
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Question: What are your must-haves for stage makeup?
SURVEY ANALYSIS
Question: Would you rather buy a makeup kit or individual items?
63% 24
37%
SURVEY ANALYSIS
Question: What kind of consistency of foundation do you prefer for performing?
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SURVEY ANALYSIS
Question: What eyeshadow colors do you usually need for performances?
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Description of the project 27
Creating a
makeup brand and starter kit targeted towards young performers of the stage.
In the beginning stages I surveyed performers and from my findings came to conclusions about what I needed to do for my project. I then created an e-commerce website with a community forum and mockups of the products in the makeup collection such as an eye shadow palette, foundation, blush set, setting powder, and four lipsticks. Along with a mock-up of the products is a
360 marketing campaign with advertisement mockups.
Within the marketing campaign is also a
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I also created a product
brand launch event.
assortment plan and budget for my project.
ROLLOUT PLAN
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LINE LIST
$100
There’s No Business Like Show Business Starter Kit
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$25
There’s No Business Like Show Business Foundation
$5
$35
There’s No Business Like Show Business Powder
$10
Thoroughly Modern Lipstick
There’s No Business Like Show Business Eyeshadow Palette
$10
Bushel And A Peck Lipstick
$10
If I Were A Rich Man Lipstick
$20
There’s No Business Like Show Business Blush Set
$10
Coffee Break Lipstick
PRODUCT MOCKUPS
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PRODUCT MOCKUPS
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PRODUCT MOCKUPS
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1. 3. 4. 7. 9.
Grease Lightnin’- Grease 2. Moses Suposes His Toeses Are Roses (Moses)- Singin’ in the Rain Brown Paper Packages Tied Up With String (Favorite Things)- The Sound of Music King of New York- Newsies 5. All That Jazz- Chicago 6. One Singular Sensation (One)- A Chorus Line Popular-Lar (Popular)- Wicked 8. I’m Gonna Dye My Hair Blue (Blue Hair)- The Black Suits Rose’s Turn- Gypsy 1 0. Red the Blood of Angry Men (Red and Black)- Les Miserables
PRODUCT MOCKUPS
1. I Feel Pretty- West Side Story 2. Put On A Happy Face- Bye Bye Birdie
1. Hard Knock Life- Annie 2. Down On Skid Row- Little Shop of Horrors
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PRODUCT MOCKUPS
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PRODUCT MOCKUPS If I Were A Rich ManFiddler on the Roof
Thoroughly ModernThoroughly Modern Millie
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PRODUCT MOCKUPS
Coffee BreakHow to Succeed In Business Without Really Trying
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Bushel And A PeckGuys and Dolls
WEBSITE
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https://madisondarnell.wixsite.com/thespis
WEBSITE
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https://madisondarnell.wixsite.com/thespis
WEBSITE
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https://madisondarnell.wixsite.com/thespis
WEBSITE
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https://madisondarnell.wixsite.com/thespis
Marketing Plan Launch Strategy:
-Mixer, Performance, and workshop with Broadway stars and professional industry makeup artists. Also, a contest for schools to attend the event for free and receive free products
Digital:
-Social Media- using own social media with sponsored posts, using influencers from event to promote, thespian troupes -Banner ads- on websites like Theater Mania, Broadway World, Thespians -Mobile- on Spotify
Traditional:
-Print- Posters around the city for brand launch, at Thespian events. Booklets sent out to schools
Outreach:
-Thespian conferences, SETC, NETC, NWTC, SWTC etc., Prominent schools, Broadway influencers
Platforms:
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-eCommerce -On ground for special events
BRAND Launch Where: SubCulture, 45 Bleecker St, New York, NY 10012, USA When: Jun 05, 6:00 PM A brand launch event to preview the new collection and kick off the start of the Tony's weekend! Live performances from your favorite Broadway stars such as Lin Manuel-Miranda, Ben Platt, Jonathan Groff, Audra McDonald, Karen Olivo, and Dove Cameron. Also makeup workshops from industry professionals from some of your favorite shows such as Wicked, Little Shop of Horrors, and Moulin Rouge. As well as enjoy food and drinks available before the performances.
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COMPETITION
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INFLUENCERS
Lin-Manuel Miranda
BEN PLATT
JONATHAN GROFF
45 AUDRA MCDONALD
KAREN OLIVO
DOVE CAMERON
INFLUENCERS
Lin-Manuel Miranda He wrote and starred in the Tony-winning 2008 musical In the Heights before working on additional Broadway productions and making screen appearances. Inspired by reading Ron Chernow’s biography of Alexander Hamilton, Miranda eventually developed the musical Hamilton, a groundbreaking work that tells the story of the U.S. Founding Father with hip-hop/R&B musical forms and a black and Latino cast. With Miranda in the titular role, the production was a phenomenal success commercially and critically, winning the Pulitzer Prize and 11 Tony Awards in 2016. Miranda also scored a Grammy Award and an Oscar nomination for composing the song “How Far I’ll Go” from the 2016 animated film Moana and starred in 2018’s Mary Poppins Returns.
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Lin-Manuel Miranda is a perfect person to serve as an influencer for the brand because he is influential with his acting and writing credits, writing the most popular contemporary musical of the times. He is also an advocate for theatre education and is restoring the famous library for scripts and screenplays in Manhattan.
INFLUENCERS Ben Platt won a 2017 Tony Award for his breakout performance in Dear Evan Hansen. He got his start in a national tour of Caroline, or Change at age 11, before snagging the breakout role of Benji in Pitch Perfect and its sequel. He also starred in the Netflix original series, The Politician. Ben Platt represents the new Broadway star, in which he excels in the Broadway and film community. He is younger and does wear makeup for fun occassionally, so he would appeal to people just starting to play around with makeup and be a role model for young men.
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Ben Platt
INFLUENCERS
Jonathan Groff Jonathan Groff was last seen on Broadway as King George in Hamilton, for which he received a 2016 Tony nod. He won three Broadway.com Audience Choice Awards and was also nominated for a Tony Award for playing Melchior in Spring Awakening. Other stage credits include Hair, The Bacchae, The Submission, The Singing Forest, Prayer for My Enemy, A New Brain, Deathtrap and Red. Groff starred in the HBO series Looking and also headlines Netflix’s Mindhunter. He has also been seen as a reoccuring role on Glee. Younger generation might also recognize his voice as Kristoff in Frozen. Jonathan Groff, because of his connection with Frozen, gain the very younger generation, but also get teen and young adult exposure from Hamilton, and an even older generation from Spring Awakening.
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INFLUENCERS One of the most honored actresses of her generation, Audra McDonald is the winner of six Tony Awards (for Carousel, Master Class, Ragtime, A Raisin in the Sun, Porgy and Bess and Lady Day at Emerson’s Bar & Grill) and has been nominated for two additional Tony’s (Marie Christine, 110 in the Shade). She has also been awarded two Grammy Awards, an Emmy Award, she was named one of Time magazine’s 100 most influential people of 2015 and received a 2015 National Medal of Arts—America’s highest honor for achievement in the arts—from President Barack Obama. In addition to musicals, McDonald has triumphed in Shakespeare (Twelfth Night, Henry IV) and won TV fame in Private Practice. She was also featured in Disney’s live action version of Beauty and the Beast. Audra McDonald represents classic Broadway and brings in the die-hard classical musical theatre fans.
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Audra mcdonald
INFLUENCERS
Karen Olivo Karen Olivo first got her Broadway debut originating the role of Vanessa in In The Heights in 2008, alongside Lin-Manuel Miranda. She later went on to win the Tony in 2009 for Featured Actress in West Side Story as Anita. She has also been in Rent and Brooklyn on Broadway, the Chicago cast of Hamilton, and is currently starring in Moulin Rouge. Karen Olivo is set to be the next biggest Broadway star and this partnership can help with that, as well our brand to gain exposure to the new contemporary Broadway lovers.
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INFLUENCERS Dove Cameron is known as a Disney Channel star, starring in the Descendants movies and Liv & Maddie. Although, she is trying to rid her image of Disney by participating in live theatre. Her credits include Cher in the Off-Broadway production of Clueless: the Musical. She was also a part of NBC’s Hairspray Live, playing Amber Von Tussel. She also starred as Sophie in Mamma Mia at the Hollywood Bowl. She is currently starring in The Light in the Piazza at the Los Angeles Opera House. Dove Cameron already has a large Instagram following with 34.8M followers, and can help use her platform to educate her fans on her biggest passion, musical theatre, and help them get involved. By partnering with Thespis she can help shift her image to being a Broadway star.
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Dove cameron
AD MOCKUPS
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AD MOCKUPS
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AD MOCKUPS
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AD MOCKUPS
Information Booklets about the brand to give out to schools and at theatre conferences.
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INSTAGRAM MOCKUPS
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SPOTIFY A Spotify playlist with all of the songs mentioned in the collection. Classic Broadway musicals with a few contemporary shows. All songs are kid friendly.
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Assortment Plan
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product development BUDGET Product Development ........................................................................... $5,000 per product x 9 products = $45,000 Business Expenses (Licenses, Permits, Insurance) ................................................... + $5,750 Rent for Lab Facilities and Resources ..................................
$50,000
Cost of Goods .................................................................................... + $40,959
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Total ...................................................................................................... = $141,709
mARKETING BUDGET Print (Posters & Brand Booklets) ............................................... $7,500
Social Media (Ads & Influencers) ........................................... + $9,750
Banner Ads ............................................................................................ + $500 Outreach Programs .......................................................................... + $3,500
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Total ...................................................................................................... = $21,250
LAUNCH EVENT BUDGET Location Rent ............................................................................................ $7,500
Performers/Makeup Artists .......................................................... + $20,000
Catering .................................................................................................... + $1,000 Decor ......................................................................................................... + $500
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Total ...................................................................................................... = $29,000
TOTAL BUDGET Product Development .....................................................................
$141,709
Marketing ................................................................................................ + $21,250
Launch Event ....................................................................................... + $29,000
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Total ...................................................................................................... ≈ $191,959
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CONCLUSION 63
In this project I have learned more about the beauty industry as well as the steps it takes in creating a new brand and product for a niche market. In my research I discovered what performers are looking for in the quality of stage makeup. The next stages would be to grow in more product categories and continue to add different collections.
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SOURCES
https://www.statista.com https://0-www-portal-euromonitor-com.library.scad.edu/portal/magazine/homemain https://www.cnbc.com/2019/05/17/men-are-a-multibillion-dollar-growth-opportunity-for-the-beauty-industry. html https://www.cnn.com/2018/03/14/health/makeup-skincare-male-masculinity-intl/index.html https://www.profitableventure.com/cost-start-a-makeup-line/ https://www.americantheatre.org/2019/03/26/a-new-golden-age-for-the-broadway-musical/ https://www.businessoffashion.com/articles/professional/are-there-are-too-many-beauty-brands https://www.nytimes.com/2019/12/05/style/makeup-palettes-influencer-eye-shadow.html https://chemistscorner.com/what-are-the-startup-costs-for-a-cosmetic-business/ https://www.broadwayleague.com/research/statistics-broadway-nyc/ https://datausa.io/profile/cip/general-drama-theater-arts#employment https://educationaltheatrefoundation.org/about-etf/ https://www.schooltheatre.org/internationalthespiansociety/
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https://books.google.com/books?id=By6DCgAAQBAJ&lpg=PA264&ots=aOx5o9Vds-&dq=what%20makes%20 mac%20cosmetics%20work%20under%20intense%20lighting&pg=PR2#v=onepage&q=ingredients&f=false
THANK YOU 66
