Maria Alejandra Contreras - Raquel Delgado - Chloe Enos - Reyna Matti
Contents Company Overview Product Concept Market Analysis Detailed Competitive Review Trends Product Detail Launch Timing and Channel Target Customer Retail & Cost Forecasts and Financial Analysis Design Brief Tech Pack Production and Logistics Plan
Contents Initial Marketing Plan Creative Brief Potential Regulatory and Intellectual Property Issues Quality Assurance Plan Quality Control Plan Desired Marketing Claims Testing Plan Packaging and Labeling Integrated Marketing Plan at Launch Ongoing Marketing Plan o Objective Product Lifecycle Management
“Glossier is about living in—and embracing—the now, not the past, and not the future. It’s about fun and freedom and being OK with yourself today. It’s about being nice to people and knowing that a smile begets a smile. Snobby isn’t cool, happy is cool”
History
We got our start with Into The Gloss, the world's best beauty website and our source for inspiration and information
As beauty editors, we’ve tried it all. We make our dream everyday products that don’t yet exist, are fun to use, and actually work.
We stay in constant communication with real Glossier users to give you what you want (and because we enjoy it).
Positioning Glossier is known for making products inspired by the people who wear them, the customer The brand is very customer centered and focused Beauty happens when the individual is celebrated “no makeup, makeup” “Skin first. Make up second.” Beauty should be fun, easy, imperfect, and personal. Audience focused and feedback driven.
Size of business %
$
Market share >1%
Revenue - $17m
Main source of sales comes from online
NY, LA, Chicago
E-commerce - Ship to: United States Canada United Kingdom Ireland Sweden Denmark Social Media Instagram/Facebook Physical storefronts: New York City Los Angeles Chicago “Everyone's an influencer� - The referral program
C h a n n e l s
Pricing strategy Glossier is attracting customers with their reasonable prices, in an expensive market. Penetration pricing get consumers to switch loyalty and become loyal to a new brand.
Target Customer Women ages 20-30 In college or young professional Average Income of 30K US, Canada, UK, Ireland, Sweden, Denmark Potential customers: 34.7 million women
Target Customer Predominantly consists of millennials and gen z’s Active on their social media Trend driven, live fairly healthy lifestyles and are frequent travelers Drawn towards a natural, minimal beauty routine Sustainability is an important factor when making purchasing decisions
SWOT Strengths - Loyal customer base - Strong branding - Different and unique products - Available in 6 countries
Weaknesses - Small assortment and options - Lack of brick-and-mortar presence - Relatively new and small company
Opportunities - Lots of room to grow and expand assortment - Brick-and-mortar presence - Collaboration with influencers and/or bloggers
Threats - Crowded marketplace - Relying in e-commerce and social media - Changing online trends
Milk beauty: Price range: $6 - $50, they do currently have a limited lip kit retailing for $440 Target market: 17 – 27 Competitive advantage: Cruelty-free, paraben-free and 100% vegan
Stowaway: Price range: $9 - $22 Target customer: 25 – 40 Competitive advantage: They are a 100% transparent in everything they do, from cost of production and distribution to the ingredients they use. They are also directto-consumer which is also how they are able to save in costs and sell to half the price. Pixi by Petra: Price range: $4 - $30 Target customer: 20 -30 Competitive advantage: Products are cruelty free and promise to use natural and non-toxic ingredients. It is a drugstore brand, so price point is slightly lower than Glossier’s, making their competitive advantage their price as well as availability since you can find them at target.
Concept: Product + Launch Create a new line: hair care All around beauty routine for Glossier customers An event that runs for a limited time at both NY & LA locations Salon themed where girls can get their hair done to experience full effect of glossier hair care Retro with a twist
C O N C E P T
C O N C E P T
Market analysis The hair care industry is worth $87.3 billion USD Dry shampoo is from $3.23 billion in 2018 to $4.11 billion in 2022.
Competitive Review Bumble & Bumble Strong competitor Their prices range from $11 to $60 They are also cruelty free Verb All of their products are $16 Cruelty-free, with no harmful sulfates, parabens or gluten. R+Co All products are formulated without parabens, sulfates (SLS or SLES), mineral oil and petrolatum They are all vegetarian, cruelty-free, gluten-free and color-safe. Prices range from $19 to $96.
Similar products Ambiance Only on amazon $15.95
Cake beauty Vegan + no animal testing $14.99
Jonathan Vegan + no animal testing $19.00
Trends Macro - People are leaning towards an active/healthy lifestyle - Sustainability, use of organic products - Embracing digital transformation (e-comm, social media shopping, etc.) - Indie Brands Micro - People are becoming more aware of what is being put into their beauty products - Customization & Personalization - Strong social media presence - Products that are multifunctional - Use of recyclable products - “Inclusive Beauty� - Gender neutral makeup - High tech customer experience
Product details Benefits and features Powder lasts longer than other types of dry shampoo Lightweight Formula does not overdry Leaves natural shine Adds volume Tames frizz
Positioning High quality - Low cost
Differentiation Nothing like it on the market Strong brand following All hair types Less mess, less stress!
Launch timing and channels Timing is realistic Both LA, NY and online Only retail Long term product
Target market Ages 20-30 - College/Young Professional - Annual Income of 30K Geographic: US, Canada, UK, Ireland, Sweden, Denmark - Potential: 34.7 million women
Those looking to shorten their morning routine Loyal customers, excited for Glossier new product launches Frequent Dry Shampoo users: Dry shampoo that is long lasting and inexpensive College Students
Cost Range: Powder Refills Formula: $.30 Packaging: $1.25 Shipping: $0.05 COG: $1.60 Markup %-60% Retail: $4
Cost Range: Brush + Powder Formula- $.20 per unit Brush - $5.0 per unit Packaging- $0.50-1.25 per unit Shipping Cost- $0.02 per unit COG: $6.47 Markup- 68% Retail Price: $20 Total cost for 60K units = $388,200
Costs
Total cost for 75K units = $300,000
Short term costs
Cost: $27.5K for each store location (Total: $55k) Scrunchies: 6000 units Cost: 25 cents per scrunchie ($1500 total) Scrunchies: 2000 online Brick & Mortar Stores: 2100 (1050 per store location) Cost: $1025 2-3 styling chairs Floral Arrangements Floors Mirrors Chairs Couch Hair stuff/Elements for decoration Fluffy carpet Circle Style Stations with blowers
Profit & loss statement Net Sales
$1,500,000
Cost of Goods Sold
$747,750 (Brush, Refills, Scrunchies)
Gross Margin
$752,250
Operating Expenses
$57,500 (Launch Budget + Shipping)
Profit
$694,750
Time & action calendar
Product Design brief + tech pack Two-in-one hair brush + dry shampoo and tubes of dry shampoo for refills of brush or solo use The brush must have a translucent handle, glossier pink brush head, button for powder release and a mechanism with spring for powder release The tube is going to resemble the one for the lidstar, but wider. For packaging we will continue to use the current pink pouches as well as the glossier boxes they sent merchandise in for e-commerce
Product Design brief + tech pack Materials for the brush Polycarbonate material for translucent handle Black rubber pad with nylon pins for bristles Pink Glossier rubber paint for color Specific mechanism for powder release Materials for the tubes Polystyrene Plastic screw cap
Logistics & Production Outsource production for powder, brush, and packaging. - Source responsibly and ethically - Powder: Chromavis (Italy) and B.Kolormakeup & Skincare (Italy) - Tube: Yonwoo Corp (South Korea) and Techpac International (Hong Kong) - Brush: Cangzhou Zhen Di Brush Making (China)
Packaging - Glossier’s standard packaging - Based on Glossier's Lidstar, tube for 2 oz of powder - Pink pouch + box - Sources: Cactus Trading Co. (Shanghai) and Thepenoer Pharma & Cosmetics (France)
Marketing plan Promoting one month prior One picture each week on instagram Social media Instagram live + stories Post and tag IGTV Marketing campaign
Regulatory & intellectual property issues Intellectual Property Rights Two separate patents for our products Trademark “No Shower Powder” Copyright all marketing material Regulatory Issues Hard claims • Cruelty Free • Paraben Free • Hypoallergenic • Dermatologist Tested
Quality Assurance Plan Will provide the framework in order to ensure deliverables are up to standards prior to hitting the market. All tests must be carefully reviewed and information must be useful for improvements. Project manager has full access to every step of testing. The frequency for testing will vary according to test types. Focus groups Clinical trials Outcome of testing will be based on overall customer response from focus groups Information will be recorded via video and notes with non disclosure agreements signed prior to entering testing room.
Key Milestone Dates Product idea finalized (December 1) Pre-production of formula (December 1 - December 15) Prototype finalized for brush (July 1st) Product completed (October 1st)
Quality Control Plan - Personnel + Facility Control - Raw Materials Control - Production Control - Packaging + Final Control
Marketing Claims
- Mess-free - Avoid a sloppy application - Less mess, less stress
- Volumizing - Texturizing - Adds body to your hair - Brings life to your hair
- Won’t leave a white cast - Lightweight - Transparent formula - Weightless feeling - Blends very easy with any type - Formula you won’t even feel of hair - Airy, breeze feeling - Thin formula meant to go unnoticeable
* “Helps revitalize your hair to make it look like new without too much effort”
Testing Safety To ensure cruelty-free claim, we will be utilizing in-vitro testing. - Skin Sensitization - Skin Irritation/Corrosion - Cytotoxicity Test - Eye Irritation/Corrosion Clinical Third-party facility 30 people between the ages 14 to 50 No brand affiliation 4 weeks -10 hours Customer 5 focus groups Both color treated hair and not First set -January 7th Second set - February 7th
Packaging Pouches + boxes along with product - Shipped Separated between store and online .
Labeling Responsible party will be Glossier Made (Assembled) in the USA How to use: Place brush in desired area and the press button to release the powder. Brush you hair until powder is no longer visible. Repeat if necessary. To refill the powder into the brush twist cap at the bottom of the brush and add our No Shower Powder. Close cap again when finished
Labeling Ingredients: Zea Mays (Corn) Starch, Tapioca Starch, Avena Sativa (Oat) Kernel Flour, Montmorillonite, Silica, Fragrance (Parfum), Benzyl Salicylate, Citronellol, Potassium Sorbate How to use: Helps revitalize your hair to make it look like new without too much effort. Section your hair and apply at the roots.Tossle and play with it until the powder blends. Repeat if necessary. Better results if used with our No Showder Powder Brush.
Glossier Products are free from parabens, phthalates, mineral oils, and formaldehyde.
LABELING SAMPLES
Detailed Plan - Samples will be given to our staff - 5 images for product - 1 image for launch - Invite journalists - Rose invitations - Be active on social media - Motivate our customers to post
Objective -
To educate our customer on our new product To attract 3000 customers to each retail store and sell 2000 online during the first week
Schedule Instagram Date for Instagram posts will be: - Tuesday May 19th - Tuesday May 26th - Tuesday June 2nd - Tuesday June 9th - Thursday June 18th
Post for actual launch party will happen on Monday June 15th
Journalists Invites to journalists will be sent on Monday May 18th (5 weeks prior) - Vanity Fair - Allure - Hyperbae - Nylon - Refinery29 - Racked
Rose promotion Monday June 22nd New York and Los Angeles 8 selected subway stations Duration of 2 hours Launch Monday June 22nd - Friday June 26th New York Location: M/F: 11am - 8pm Los Angeles location: M/F: 10am - 7pm
I N V I T A T I O N S
Message "This is No Shower Powder. A precisely crafted dry shampoo that caters to all hair types and absorbs grease quickly for a clean, volumized look. The formula is lightweight and best of all, does not leave a white cast. Pair with our No Shower Powder Brush or use it alone, it’s great for at home, at school, at the office, or on the go. So, here’s to beautiful hair done right, we’re all for less mess, less stress
Budget Total budget of $70K - $27,500 for each store (NY, LA) - $5,000 Instagram - $10,000 for our rose subway event
Campaign success - Foot traffic - Comments and likes - Average visitation for social media platforms and online site
Product success Total amount of sales we have for that first week and how close we got to our goal previously set
Detailed Plan
Objective
- Blog post - Videos from the event - Place print material - Social media - Keep track of reviews and posts from customers
- To keep our consumers interested and engaged - Attract new customers - Reach our monthly sales
Schedule June 29th, a post will be released on our Into the Gloss site Throughout the week of June 28th – July 4th we will be releasing the videos recorded during the launch For the next 2 months we will continue to post 2-3 times per month and then slow down to 1 time per month Added to this we will also be reposting directly from our customers
Message "In a hurry? Skip the shower, use our powder! This is No Shower Powder. A precisely crafted dry shampoo that caters to all hair types and absorbs grease quickly for a clean, volumized look. The formula is lightweight and best of all, does not leave a white cast. Pair with our No Shower Powder Brush or sprinkle it directly in your hair. So, here’s to beautiful hair in a hurry. #lessmesslessstress"
Budget We plan to invest 5% of our estimated profit for the year for our marketing plans
Campaign success Based on overall engagement with our social media platforms and the general reaction of customers
Product success We will judge it based on our monthly sales and whether we are meeting our goal or not
Product lifecycle Both have long term sustainability We expect their lifecycle to look different Brush is more of a one-time purchase Dry shampoo is a recurrent purchase. In the future we expect to see the haircare line expand and grow with other products such as conditioner, shampoo, hairspray and masks.
CAMPAIGN MOCK UP
SUMMARY
THANK YOU!