Cosmetic Consciousness Campaign Proposal by sarahwangdesigns

Cosmetic Consciousness Campaign Proposal

Alina Chetcuti | Megan Marschall | Sarah Wang

TABLE OF CONTENTS INTRODUCTION 04 MISSION STATEMENT 05 RESEARCH 06 AUDIENCE 09 GRAPHIC STANDARD

MARKETING

INTRODUCTION

Cosmetic Consciousness is a campaign regarding cosmetic testing on animals, specifically makeup testing on animals. The campaign will inform our audience of how cosmetic testing is done, why it is done, and how it can be stopped. Our campaign will utilize brochures, fliers, stickers, coupons, bus shelters, t-shirts, makeup bags, posters, and a website to spread our message. The general feel of our campaign is feminine because it corresponds to our target audience.

MISSION STATEMENT The goal of our campaign, Cosmetic Consciousness, is to increase the awareness of animal testing for cosmetic purposes in the United States and to encourage cruelty-free shopping.

RESEARCH

PROJECT BACKGROUND Some of the largest companies in the makeup industry still conduct cruel forms of testing on animals— companies such as L’oreal, MAC, CoverGirl, Avon, Clinique, and many more.1 It is estimated that anywhere from 100,000 to 200,000 animals are killed and tortured each year because of cosmetic testing.2 The testing usually includes oral force-feeding of chemicals, as well as having the chemicals rubbed into their skin and eyes— and these torturous tests usually last over a series of weeks to months.2 Perhaps the saddest part about this is that it is not at all necessary that these animals undergo this torture, because there are several other more accurate alternatives to testing.2 Alternatives include sourcing ingredients from the thousands that have already been approved for cosmetic use, and over forty other more scientifically advanced forms of testing that do not require animals. However, there is a bright side to this story— many companies (over 600) have vowed to produce only cruelty free products, meaning that it is possible for anyone to easily convert to being a cruelty free shopper.2 Additionally, many countries have also banned testing on animals for cosmetic purposes, and so we believe that it is possible for the United States to become cruelty free too.

Sources: 1: Humane Society International, 2: PETA.org

INSPIRATION Be Cruelty Free is a campaign created by the humane society that tackles the issue of testing for cosmetic purposes by utilizing the power of social media. The campaign created the hashtag #becrueltyfree, which has spread around the world. The campaign has many celebrity and corporate supports—the company Lush teamed up with them by creating a soap bar that reads, “be cruelty free” and aims to encourage shoppers to start a conversation about animal testing. Their main source of information comes from their website where they have info graphics, Q&A’s, and loads of other informative material. Additionally, they have an area on their website where shoppers can take a pledge to shop only cruelty free. One of the main slogans used in this campaign is “An animal’s life is worth more than a beauty product”, which we believe illustrates a point that we also aim to get across in our campaign.

Above: HSI “Be Cruelty-Free” graphic

Our campaign is different than this because we took a more feminine (pink) approach in order to appeal to the cosmeticwearing consumers. We also chose to use more illustrative graphics instead of real images to make our campaign appear less scientific.

AUDIENCE

AUDIENCE Our audience is females ages (15-35) who wear makeup, but do not know very much about what cruelty-free makeup means. Our goal is to educate females ages (15-35) to be more aware of their makeup purchases and the cruelty-free makeup options out there. We would like to demonstrate to them that considering cruelty-free makeup is less daunting than they think it is.

BUZZ WORDS Our buzz words would consist of: CrueltyFree, makeup, natural ingredients, and alternative testing.

GRAPHIC STANDARD 11

LOGO We created this logo to represent the self reflection of purchasing animal-tested cosmetic products. This logo is the abstracted version of a rabbit looking at itself in the mirror of a makeup compact. We chose a rabbit as our logo animal because rabbits are one of the main animals tested on for cosmetic purposes, and also because rabbits are more of a publicly-liked animal than mice or rats. Our font is Josefin Sans, and this is because it is a trendy sans serif with a circular look to match with our circular rabbit logo. Standard logo: used on everything unless otherwise specified by the alternate logos below. Reversed out logo: used on dark backgrounds such as black, dark gray, 75% magenta, and 100% magenta.

Cosmetic Consciousness

Text-less logo: used in places where the full logo will not look good, or where the title Cosmetic Consciousness already is stated on the same page.

C Co

All magenta text-less logo: used on our makeup bags or other screen-printed materials. Only the magenta is used to save on screen printing costs.

Cosmetic Consciousness

LOGO MISUSES

COLORS

Below are the various misuses of our logo. Please use your own discretion; if you believe a misuse not stated on this page still doesnâ&#x20AC;&#x2122;t fit our visual standards, refrain from using the logo in that manner.

Below are the various colors of our visual language. We chose these colors to keep it feminine yet edgy. Additionally, keeping it to shades of magenta and black will keep printing costs lower.

Cosmetic Consciousness

C: 0 % M: 100% Y:0% K: 0 %

C: 0 % M:0% Y:0% K: 40%

C: 0 % M: 75% Y:0% K: 0 %

C: 0 % M:0% Y:0% K: 100%%

C: 0 % M: 50 % Y:0% K: 0 %

C: 0 % M:0% Y:0% K: 0 %

C: 0 % M: 20% Y:0% K: 0 %

Cosmetic Consciousness 13

ICONS The icons below may be used in any color from our color palette stated on the previous page.

FONT

Josefin Sans Light

Josefin Sans Bold

Josefin Sans is a clean and modern sans serif font. Josefin Sans light is used for all body copy.

Josefin Sans is a clean and modern sans serif font. Josefin Sans bold is used to bring attention to specific areas in body copy.

Lemon Tuesday

Lemon Tuesday is a fun and edgy font that resembles scribbled eyeliner or lipstick. It is used for certain headline text, as well as our tagline â&#x20AC;&#x153;Cruelty-Free Is The New Lookâ&#x20AC;?

MARKETING

CLIENTS & INVESTORS Clients & Investors can include, but are not limited to: Big name organizations who already support the cause and have their own campaigns that fight against animal cruelty such as PETA, Cruelty-Free International, The Humane Society of the United States, and The Humane Society International can be our clients. Big name makeup companies and brands who already support the cause by being cruelty-free themselves. Tarte, Lorac, Kat Von D Beauty, and Urban Decay are a few big name makeup brands that pledge to be cruelty-free that could support our campaign as clients and/or investors. Bloggers, vloggers, and gurus who support and consume only cruelty free makeup such as Cruelty-Free Kitty, My Beauty Bunny, Ethical Elephant, Kristen Leanne, Tasha Combs, Roxette Arisa, Kesha, Kat Von D, Gwen Stefani, Drew Barrymore, Jessica Alba, and Miranda Kerr could be investors in our campaign as well, since they all have individually started supporting cruelty-free cosmetics in their own way whether it is

through public statement, starting their own cruelty-free cosmetic lines, or already have invested in other cruelty-free cosmetic campaigns and causes. Other organizations that support alternatives to animal testing like the New England Anti-Vivisection Society (NEAVS) and Friends of Animals can be clients and/or investors, because they support alternative testing methods to animal testing. Other people and celebrities like Peter Dinklage, Paul McCartney, and Norman Reedus can also be investors, as they have pledged to support cruelty-free cosmetics in other cruelty-free campaigns. We could use our clients and investors to further propel our cause. Since celebrities are already used as brand ambassadors in other big cruelty-free campaigns, we can shift our focus to assigning crueltyfree beauty vloggers on YouTube as brand ambassadors to show that everyday people can be cruelty-free and itâ&#x20AC;&#x2122;s not as hard and as expensive as you think.

BUDGET & MATERIALS The overall budget for our campaign is $135,000 (contingent on not purchasing billboard space) to start off. We chose this budget based off of the money that we expect to receive from investors and fundraising, then factored that into an estimated cost of all promotional and design costs. Our campaign is a US based campaign, targeting specifically makeup wearing people ages 15-35. Due to the campaign’s span across the country, we will need a fair amount of promotional materials to reach such a widespread audience. If our campaign is doing well, we may choose to ramp up the amount of promotional materials. We would pay for this by taking in more investments, and also by the profits made from our t-shirt and makeup bag sales. The materials we will need to reach success in this campaign include brochures, t-shirts, makeup bags, posters, billboards, and a website. To the right is a chart specifying the type of material, dimensions, amount needed, and cost. The amounts of materials needed were decided as a solid starting off point. Due to the fact that this is a campaign spread across the country, it is likely that more materials will be needed over time. As mentioned previously, the sales from our t-shirts and makeup bags will greatly help to continuously fund the other promotional materials over time.

MATERIAL

DIMENSIONS

QUANTITY

Brochures

4” circle tri-fold

T-shirts

front/back womens size 1,000

$7,000

Makeup Bags

9” x 5.7”

500

$2,500

Posters

11” x 17”

1,000

$244

Bus Shelters

3.85’ x 5.82’

200

$120,000/mo.

Stickers

2” circles on 8.5”x11” sheets 1,000 sheets

$668

Business System

Standard sizes

$150

Fliers/Mailers & Coupons 6” x 4” & 6” x 2.5”

2,000

COST

500 sets

$625

2,000 all together $350

Billboard

48’x14’

200

$1,680,00/mo.

Website

N/A

$36/yr. Total (billboard): $1,811,573 Total (no billboard): $131,573

MATERIALS

Stickers

Below are some samples of the marketing materials for the Cosmetic Consciousness campaign.

Makeup Bags

T-Shirts

Brochures

We are CosmeticConsciousness, and we’re here to helpglam-queens like you make the transition to cruelty-free makeup.

Cosmetic Consciousness

Posters

Why You Should Care Our organization works to brin g light to the cruel reality of animal testing for cosmetics. Over 200,000 animals are tested on each year for the purpose of cosmetic production. These animals are often tortured for weeks or even months and are then killed after they have “served their purpose”. Various cosmetic companies around the world perform these tests everyday, and reality for the animals being tested on is grim. However, there are several countries and companies that have pledged to ban animal testing for cosmeticc purposes and with your help we k it disappear p can work to make entirely.

What You Can Do

Cosmetic Conciousness

CosmeticConciousness. org

Cosmetic Conciousness

CosmeticConciousness. org

What can be done about all of the animal testing that is still being done? Try to purchase cruelty-free makeup. By purchasing cruelty-free, you are not only punishing the animal-testing brands by decreasing their profits, but you are also rewarding the cruelty-free brands by increasing their profits—It’s a win-win situation.In additionto purchasing more cruelty-free makeup, you can also help the cause by voicing your concerns to the companies who test on animals.

Our Message Changing to cruelty-free makeup is easy and affordable. You don’t have to make the switch to cruelty-free makeup all at once; you can build up your cruelty-free makeup collection one item at a time. Next time you are at Sephora or your local drugstore, try and make the effort to take a look at the cruelty-free brands that are offered— we promise they are just as good (If not better) than brands that test on animals!

CosmeticConsciousness 1234 CosmeticCourt Davis, CA 95616 CosmeticConsciousness.org

How To Choose Cruelty-Free There are two basic ways to know if a product is cruelty-free. The first way is to simply check online; you can google it, or go to our website, CosmeticConsciousness.org to find a list of all the cruelty-free makeup brands. The other way to be sure that brand is cruelty-free is to check the label for one of the three cruelty-free logos (as seen below.) Any other logo is unofficial and therefore not guaranteed to be cruelty-free.

Popular brands that DO NOT test: Anastasia Beverly Hills Bareminerals BH Cosmetics Colourpop Elf Kat Von D Marc Jacobs Beauty Makeup Geek Milani

Nars NYX Real Techniq ues Sonia Kashuk Tarte Too Faced Urban Decay Wet’n’wild

Popular brands that DO test: Avon Benefit Clinique Cover Girl Lancôme L'Oreal

MAC Maybelline Neutrogena Revlon Rimmel London

Mailers

Business System Cosmetic Consciousness

Cosmetic Consciousness (123) 456-7890 CosmeticConsciousness.o rg

We’re CosmeticConsciousness, and we’re here to help glam-queenskeli you make the transitionto cruelty-free makeup.

CosmeticConsciousness 1234 CosmeticCourt Davis, CA 95616

CosmeticConsciousness.o rg

20% OFF

any cruelty-free makeup product

Coupons

Cosmetic Conciousness Offer valid Jun. 2017 – Aug. 20

20% OFF

any cruelty-free makeup product Cosmetic Conciousness Offer valid Jun. 2017 – Aug. 20

Offervalidin selectdrugstores , Sephora, and Ulta. Visit CosmeticConsciousness.orgfor more details. Extensive list of cruelty-free makeup brands this offer applies to is also available on our website

Bus Shelters

Billboards

Website

Cosmetic Consciousness Cosmetic Consciousness Campaign Proposal Alina Chetcuti, Megan Marschall, and Sarah Wang Design 154 Spring 2017