Submitted By : Srusti Srujanika Submitted To : Rachana Singh Dieter Tretter Akanksha Rohra
ROBYN RIH
HANNA FENTY
CO
TENTS:
• HISTORY • BRAND LOGO • BRAND D.N.A • CLARA LIONEL FOUNDATION • PACKAGING • SUPPLY CHAIN TRANSPARENCY • GLOBAL IMPACT • COLLECTIONS • S.W.O.T ANALYSIS • OFFLINE MEDIA ANALYSIS • ONLINE MEDIA ANALYSIS • VISUAL MERCHANDISING • LIGHTING • STORE COLOUR COORDINATION • FLOORING • WINDOW DISPLAY • VIDEO ADVERTISING ANALYSIS • INDIAN COLOUR COSMETICS MARKET ANALYSIS • GLOBAL COMPETITORS • INDIAN COMPETITORS • PR CALENDER • PRESS KIT • CREATIVE BRIEF • THE BIG IDEA • INDIAN SOCIAL MEDIA ANALYSIS • MOOD BOARD • MEDIA SELECTION AND PLANNING • STYLING ANALYSIS MOODBOARD
6 8 10 16 20 24 26 28 40 42 48 52 54 56 58 62 66 80 86 87 88 90 98 100 104 108 110 112
• STORYLINE • MAKEUP ARTISTS • MODELS • PHOTOGRAPHER • LOCATION • PRODUCT PHOTOGRAPHY • TIMLINE • PRE-LAUNCH STRATEGIES • LAUNCH IN INDIA - INDIA STORE - DLF EMPORIO FLOOR MAP - STORE LOOK AND FEEL - COLLECTIONS - TRANSPORT - EVENT GUEST LIST - EVENT PROPOSAL - EVENT MOOD BOARD - EVENT LIGHTING - SEATING ARRANGEMENT - JW MARRIOT FLOOR PLAN - EVENT ROOM PLAN - FOOD AND BEVERAGES - PRINT TARGET MEDIA - ONLINE TARGET MEDIA - INFLUENCER TARGET MEDIA LIST - EVENT BUDGET • POST-LAUNCH STRATEGIES • REFERENCES
114 115 116 118 119 120 124 126 132 134 136 138 146 147 148 152 154 156 158 159 160 162 164 165 167 170 176
HISTORY:
Rihanna trademarked her surname “FENTY” 2014
Launched Fenty Skin. July 31st, 2020.
Partnered with LVMH to launch Fenty Beauty through Kendo Holdings,Inc. 2016
Launched Fenty Beauty Cheeks Out Freestyle Cream Blush. April 17th, 2020.
News of Fenty Beauty began. April, 2016
Launched 10 more shades to it’s Pro Filt’r Foundation bringing it to 50 along with 50 shades of Pro Filt’r Instant Retouch Concealer January 11th, 2019
Went live in 17 countries same day, same hour (regardless of time zones) Also ready to ship directly to 137 countries September 8th, 2017
Launched it’s winter Collection “ChillOwt which included a number of multi-use products. April 6th, 2018
Launched one Red Stunna Lip Paint for all skintones just prior to Thanksgiving. November 23rd, 2017
Launched it’s first body product called the Body Lava along with Kabuki Brush to apply the body Lava and Fairy Bomb Glittering Pom Pom which is both applicator and product for it’s “Beach, Please”Collection for all skintones. April 6th, 2018
Became the biggest beauty brand launch in the YouTube history. 2017
Launched limited edition highlighter DIRTY THIRTY for Rihanna’s 30th Birthday with special packaging XXX(Roman No. 30) instead of usual FB. March 23rd, 2018
Named Time magazine’s Best Invention of 2017
Won the WWD Beauty Inc. award for launch of the year in the prestige sector. 2017
BRAND LOGO: Initially the logo was just the wordmark with the backward “N” that added a cool, innovative and edgy tone to the logo that elevateed the brand’s mastery in the cosmetic industry. The monogram FB mesh together ina fluid and sophisticated way with sharpness to the way they merge making it bold and brash .
The redesigned logo replaced the old, more classic-looking one, in the summer of 2020. It is decidedly contemporary - and inspired by traditional monograms. It’s strongly geometrical and it was described as “aiming to reflect the complexity of Rihanna’s character.”
The logotype version (without the name of the brand in sans serif) is used on release announcements and in isolation across product details. The Fenty Beauty logo is modern, fresh and clean — a standout design that is leagues ahead of its competition.
“We used a special adaptation of the Grilli typeface GT America Compressed Light for the brand typeface with the ‘N’s reversed as part of the standard character set. Everything is clean and modern – specifically designed to work well on small scale devices such as phones and tablets
B R A N D D. N. A. : Exclude No One:
Let values inform process:
Show, don’t tell:
Rihanna’s mindset has always been for “Beauty For All”and that absolutely noone should be left behind. Inclusion was more than the number of shades; it was the well-crafted nuance of each shade in the range that also served as a proof point. This allowed so many women to find themselves in the brand and feel included.
Being insanely difficult from an operational perspective, Fenty Beauty went live in 17 countries on the same day at the same hour regardless of the timezones with a completely Omnichannel Marketing Strategy. They were also ready to ship to 137 countries directly! which led to crashing their website. A beauty brand for the next generation.
The coining of the term “The Fenty Effect” started. This caused a chain reaction of brands responding positively by expanding their inclusivity. It was not the brand that ever mentioned “We are Inclusive”, it was the consumers and media that did because the brand didn’t tell, it showed!
B E A UT Y
F O R A L L
C L A R A L I O N E L F O U N D A T I O N: Founded in 2012 by Robyn Rihanna Fenty to honour her grandparents Clara and Lionel Braithwaite. CLF supports and funds effective and groundbreaking education, emergency response progrms and health around the world. CLF also engages in global advocacy with a goal of improving the quality of life for younf prople. CLF stands for : They are not just another foundation; they are advocates and allies,teachers and students, working to better the quality of life for communities across the world. They deal issues through local innovative education projects and connection with advocacy groups, global partners, decision makers, and philanthropists. They believe in the right to education as a weapon against inequality and injustice, and the right to health as a necessity for productivity and happiness.
All kids deserve equal access to education and currently, 263 million young people are not in school worldwide. Their goal is to bring change in education for children all over the world. CLF will be impacting 7,500 girls by 2021 in Malawi in partnership with The Campaign for Female Education (Camfed), and the bike sharing platform, ofo. This partnership supports students through school and helps transition them into employment and lives as entrepreneurs and community leaders.
This partnership was announced at last year’s Diamond Ball, where CLF recognized global education trailblazer, Angeline Murimirwa, as the recipient of the 2017 Diamond Ball Award. Murimirwa is Camfed’s Executive Director in Africa and co-founded the nonprofit’s 100,000 member alumnae association. Clara Lionel Foundation (CLF) prioritizes acting immediately and effectively to major natural disasters as well as partnering with organizations and programs that bridge the gap between crisis response and long-term development.
CLF evaluates emergency response programming on an as-needed basis and particularly focused on ensuring education and health resources are available in times of emergency. From September 2016 - March 2018 CLF donated 735,025 supplies and reached approximately 275,127 people through its emergency response work. In the fall of 2017, Rihanna and CLF distributed grants in response to Hurricane Harvey in Texas, Hurricanes Irma and Maria in Puerto Rico and the U.S. Virgin Islands and the earthquakes in Mexico.
Historically, Rihanna and CLF have responded to disasters across the globe from Hurricane Sandy in United States to Typhoon Haiyan in the Philippines.
PACKAGING: Branding, Packaging Design, Identity and Art Direction for Fenty Beauty is done by the company ESTABLISHED. They developed the entire packaging range, the identity, and graphic design language.
Awards 2018:
Bronze Clio Award Dieline Awards 2nd Place Design Museum Beazley Design of the Year Shortlist The inner packaging screams feminine and edgy. It has a softness in the soft pastels and whites matching with the matte coated that lines most of their packaging. But, at the same time, there is an edginess that comes from the geometric shaping, harsh lines, metallic colors and gritty, graffiti typography. Established has made the two themes marry beautifully to make a beauty brand that is captivating and sophisticated.
Aesthetics are minimal and chic that makes the products stand out of the shelves giving a delicate and elegant look and feel. Using colours from whites to matte creams to pinks to soft pastels gives the products a very inviting, serene, and soft look. “There’s also a matte coating around a lot of the lip glosses and powder sets that makes you want to reach out and run your fingers along them.” said a BESTDESIGNS article. Minimalism is adapted to appeal modern, millennial audiences.
The most notable aspects of these designs is the logo used as the main focal point which has been a great way to promote brand identity along with minimalism showing that the brand is aware of the current market demand and preferences.
Usage of edgy, geometric, angular shapes makes it gritty in nature that makes it cool embodying the personality Rihanna has i.e. to be daring, different and pushing the boundaries. Overall, these designs are minimal and clean, drawing on a modern and millennial aesthetic that has been known to sell quite well. Fenty Beauty wants to align itself as one that is inclusive, one that cares while being youthful, fun and playful. And this packaging captures that essence beautifully. The logo binds these designs together, while the mixture of softness and sharpness creates a discrepancy that is pleasing and intriguing. Each piece of makeup line comes with its own identity that you yourself can mirror and relate to. And it helps these products fly off the shelves in amazing ways.
S U P P L Y C H A I N T R A N S P A R E N C Y: Fenty Beauty LLC (“Fenty Beauty”) is committed to conducting business in a legal, ethical and responsible manner. They expect their suppliers to respect and adhere to the same business philosophy in the operation of their businesses. The California Transparency in Supply Chains Act of 2010 (SB-657) requires retail sellers and manufacturers doing business in California to disclose their efforts to eradicate slavery and human trafficking in their direct supply chain. To address the requirements of this Act, Fenty Beauty discloses the following: Fenty Beauty shares with, and expects its direct product suppliers to adhere to and to implement, our Supplier’s Code of Conduct, which addresses working conditions for suppliers and specifically prohibits the use of involuntary or forced labor, human trafficking, child labor, and harassment and abuse. Fenty Beauty maintains internal accountability standards and procedures for employees and contractors who fail to meet their standards, including but not limited to prohibitions against slavery and trafficking.
Fenty Beauty has communicated and will continue to communicate the requirements of their Supplier’s Code of Conduct to its direct suppliers to ensure that materials incorporated into their products comply with all applicable laws regarding slavery and human trafficking. Fenty Beauty provides training to ensure that their employees with direct responsibility for product supply chain management are knowledgeable and aware of the issues and concerns surrounding the supply chain, including mitigating the risk of human trafficking and slavery.
Fenty Beauty does not currently engage in audits of their suppliers in this respect. However, they will consider measures such as auditing or third party verification for any suppliers they determine to be in significant risk of violating their Supplier’s Code of Conduct. If they suspect a supplier is involved in these activities, they will conduct an inquiry. In the event that a potential violation of human rights is identified, Fenty Beauty will promptly address the issue with the supplier and set expectations for how the situation is to be addressed. If a non-compliance issue is not resolved in a timely manner, then Fenty Beauty will re-evaluate its business relationship with the supplier, up to and including termination of the business relationship.
G L O B A L I M P A C T: EARTH-CONSCIOUS STEPS: As global citizens, they have got responsibility to take care of the earth. Right now, they have a lot of work to do, but they are taking steps so that the products will have less of an impact on the environment by embracing the 3 R’s: Reduce, reuse, recycle.
REUSE:
REDUCE:
RECYCLE:
Innovation in the product pipeline includes imagining new ways you can reuse Fenty Beauty products—think beautiful, smart refills and beyond.
They are thinking from the ground up to reduce excess packaging, from reducing new plastic generation per unit by incorporating post-consumer recycled material, to streamlining boxes and exterior product packaging.
Making it easier for the consumers to know how to recycle the products, with a new recycling partnership in the works.
GLOBAL ADVOCACY: Sustainability majorly impacts the world: It’s interconnected to issues including global warming, poverty and hunger, and social justice. Fenty Beauty partners with the Clara Lionel Foundation, Rihanna’s charity for global advocacy, which supports education, health, and emergency response around the world.
COLLECTIONS: S U N S T A L K’R :
Product Type : Instant Warmth Bronzer. Launch : April 5th, 2019. No of Shades : 8 Names : Mocha Mami Coco Naughty Caramel Cutie Bajan Gyal I$land Ting Private Island Shady Biz Inda Sun
MATTEMOISELLE:
Product Type : Plush Matte Lipstick. Launch : December 24th, 2017. No of Shades : 14 Names : Ballerina Blackout Dragon Mami PMS Up 2 No Good Pumpkin Rose Private Island Saw-C Turks and Caicos Tiger Tini F’n Black Violet Fury Flamingo Acid Thicc I Quit Griselda MaDamn Clapback One of the Boyz Candy Venom Shawty S1ngle Freckle Fiesta Ya Dig?! Midnight Wasabi Spanked
STUNNA:
Product Type :Longwear Fluid Lip Color. Launch : April 5th, 2019. No of Shades : 9 Names : Uncensored Unveil Uncuffed Unbutton Unlocked Uninvited Undefeated Unattached Underdawg
INVISIMATTE:
Product Type :Blotting. Launch : September 8th, 2017. Blotting Paper Blotting Powder Portable Touch Up Brush 130.
THE MAGIC MAGNETISED M
Total shades : 35 22 Matte 13 Shimmer.
Can be used as : -Contour -Conceal -Highlight -Blush -Lipstick -Eyeshadow
MATCHSTIX:
BODY LAVA:
Product Type :Body Luminizer. Launch : April 6th, 2018. No of Shades : 3 Names : Who Needs Clothes?! Cognac Candy Brown Sugar Face & Body Kabuki Brush 160.
KILLAWATT :
Product Type :Highlighter. Launch : September 9th, 2017. No of Shades : 5 Paired 5 Solo. Names : Afternoon Snack / Mo’ Hunny Mean Money / Hu$tla Baby Ginger Binge / Moscow Mule Girl Next Door / Chic Phreak Lightning Dust / Fire Crystal Wattabrat Trophy Wife Chillz Metal Moon Diamond Ball-Out
KILLAWATT FOIL:
Product Type : Highlighter. Launch : May 21st, 2018. No of Shades : 3 Paired 2 Solo. Names : Penny4UThots Ruby Richez 7 Day Wknd/Poolside Mimosa Sunrise/Sangria Sunset Sand Castle/Mint’d Mojito
“MAKEUP IS THERE FOR YOU TO H FEEL LIKE PRESSURE. IT SHOULD
HAVE FUN WITH. IT SHOULD NEVER NEVER FEEL LIKE AN UNIFORM” -Rihanna
S. W. O. T A N A L Y S I S :
STRENGTH
WEAKNESS
• Highly Inclusive : 50 shades of foundation and concealer.
• Fenty Beauty has introduced Makeup for men, Fenty Skin is genderless, but still their wesite and other posts states “Makeup for Women”
• High Quality. • Reasonable Pricing.
• The Body Lava luminizer has received mixed reviews making many influencers and bloggers doubt the quality.
• Provides unique in-store product trial experience.
• Lack of stand-alone store.
• Very convenient magnetic packaging. • Strong CSR activities. OPPORTUNITY
THREAT
• India’s cosmetics sector is expected to exceed $20 billion by 2025. India has the most diverse skintones. Fenty Beauty’s retail partner Sephora already has 23 stores spread all across India.
• Competitors have been more inclusive since the launch of Fenty Beauty.
• 44% of women discover new products and brands on social media and 41% use social media to stay updated about brands.
• Very strong and emerging competitors like Kylie Cosmetics(Huge Fan Base) and Rare Beauty(Equally Sustainable). And both are celebrity owned comapnies.
MEDIA ANALYSIS : (OFFLINE)
Date : June, 2018 Photographer : Mert Alas and Marcus Piggott. Fashion Editor/Stylist : Tonne Goodman. Hair Stylist : Yusef Williams. MUA : Lisa Eldridge. Manicurist : Maria Salandra. Date : November, 2017 Photographer : Sølve Sundsbø
Date : May, 2019 Photographer : Dennis Leupold. Art Director : Ignacio Murillo. Fashion Editor/Stylist : Miguel Enamorado. Hair Stylist : Yusef Williams. MUA : Isamaya Ffrench.
Date : October, 2018 Photographer : Nadine Ijewere Fashion Editor/Stylist : Jahleel Weaver Hair Stylist : Yusef Williams MUA : Priscilla Ono Manicurist : Maria Salandra
Date : September, 2018 Photographer : Nick Knight Fashion Editor/Stylist : Edward Enninful Hair Stylist : Yusef Williams MUA : Isamaya Ffrench Set Designer : Andrew Tomlinson Manicurist : Jenny Longworth
Date : May, 2019 Photographer : Josh Olins Fashion Editor/Stylist : Christine Centenera Hair Stylist : Yusef Williams MUA : Priscilla Ono Casting Director : Rikki Keene Manicurist : Jenny Longworth
Magazine : T- The New York Times Style Magazine(Editorial) Date : June 2019 Photographer : Kristin-Lee Moolman Fashion Editor/Stylist : Suzanne Koller Hair Stylist : Yusef Williams MUA : Lauren Parsons Manicurist : Jenny Longworth.
MEDIA ANALYSIS : (ONLINE)
Within four days, the Fenty Beauty Instagram account had already amassed 1.4 million followers. Not only did Fenty preach for inclusivity through their product line, but they practiced it in their advertising and social media engagement — especially visible in their Twitter and Instagram growth strategies.
While most beauty brands have a 1% fan engagement on average, Fenty Beauty’s Instagram account was able to reach 10.41%, and generated almost 80K influential posts within the first month. According to Newsweek, Fenty Beauty YouTube tutorials garnered over 132 million viewers IN THE FIRST MONTH.
During the Fenty launch, a higher percentage of younger consumers visited Sephora compared to the month before, whereas segments over the age of 45 decreased. Within a month, FB earned $72Million and $100Million within 40days.
LVMH called the launch of Fenty Beauty: “the first-ever global beauty launch in history.”
CGI MODEL SHUDU IN FENTY BEAUTY
VISUAL MERCHANDISING: Released in 8th Sept 2017, Fenty beauty created a buzz way before with rihanna posting her pictures using FB products saying these could be soon be available for her follower’s!! Then the next shocker was that their products were live in 17 countries in 1,620 stores (exclusive to Sephora in the US and exclusive to Harvey Nichols in the UK) same day, same hour (regardless of time zones) and ready to ship directly to 137 countries.
Then the brand saw long long queue in all it’s stores. Being an all inclusive brand with the mantra “Beauty for All”, they sold out everything, including Testers. Within days, they were selling 1 Foundation per minute and 1 Lipstick per 3 minutes which led them to earning $72Mil. in their first month proving everyone that inclusion is good for business. And every headline was buzzing with the words “The Fenty Effect!!”
LIGHTING: Very minimal lighting with golden effects for the warmth needed for makeup given smartly in the mirror just like a makeup mirror.
Ceiling lights used for proper distribution of light to all products equally enhancing the colours of products to the exact pantone.
Subtle Neon Purple lights are used in the backgroung to give the shine to it’s products along with a feminine vibe.
S T O R E C O L O U R-C O O R D I N A T I O N S :
Pantone 15-1119 TCX Tace Taupe
Pantone 14-4703 TCX Gray Day
Pantone 15-1516 TCX Peach Beige
Pantone 12-0714 TCX Cornhusk
Pantone 15-6315 TCX Smoke Green
Pantone 19-1432 TCX Chocolate Fondant Pantone 14-1324 TCX Peach Bud
Pantone 19-3911 TCX Jet Black
F L O O R I N G: Rich marble flooring with luxurious matte finish. Cut in geometric shapes for the sharpness, highlighted with golden colour to give that feminine feel.
WINDOW DISPLAYS:
Susanna Chan, Senior Manager, Global Visual Merchandising - Fenty Beauty By Rihanna & Fenty Skin since February, 2019.
ADVERTISING ANALYSIS : (VIDEO)
FENTY BEAUTY FALL WINTER 2017 AD CAMPAIGN Designer: Rihanna
Director: Inez and Vinoodh Creative Director: Giovanni Bianco Fashion Editor/Stylist: Alastair McKimm Hair Stylist: Peter Gray Makeup Artist: Sam Bryant Casting Directors: Piergiorgio Del Moro, Samuel Ellis Scheinman Entertainer: Rihanna Models: Camila Costa, Duckie Thot, Halima Aden, Huan Zhou, Leomie Anderson, Maeve Whalen, Mallory Merk, Paloma Elsesser, Selena Forrest, Slick Woods
FRAMEWORK: DRIP. Personal, fun, delivering the brand message of “beauty for all”. DRIP: Differentiate - Inclusive of all skintypes and skintones. Reinforce - Affordable, Convenient packaging and usage. Inform - Informing the usage of products. Persuade - Showing people how their products would look on different skintones. Rihanna’s mandate has been very personal and this was a very emotional launch campaign for a lot of people.
Huan Zhou
Selena Forrest
Duckie Thot
Paloma Elesser
Camila Costa
Maeve Whalen
Leomie Anderson
Slick Woods
Mallory Merk
Halima Aden
FENTY BEAUTY “MY FENTY,MY MOOD” 2018 AD CAMPAIGN Starring: Kwaylon Rogers a.k.a blameitonkway Director: Elijah Steen Sound Mixer: Leon McQuay Hair Stylist: Goddess Lengths Virgin Hair. Makeup Artist: Grace Balsamo and Maria Entertainer: Rihanna Rihanna being a fun loving, sarcastic, flamboyant personality, chose Instagram influencer and comedian @blameitonkway giving a message that makeup is for men too.
FRAMEWORK: DRIP. Personal, fun, humorous, sarcastic, delivering the brand message of “beauty for all”. DRIP: Differentiate - Starring a male influencer fo a beauty ad campaign. Reinforce - Beauty for All. Inform - Inclusive and fun brand. Persuade - Showing people how different shades are for differen scenarios.
FENTY BEAUTY “THE CURE” 2019 AD CAMPAIGN Starring: Kwaylon Rogers a.k.a blameitonkway Director: Elijah Steen Sound Mixer: Leon McQuay Hair Stylist: Goddess Lengths Virgin Hair. Makeup Artist: Grace Balsamo and Maria Entertainer: Rihanna Rihanna being a fun loving, sarcastic, flamboyant personality, chose Instagram influencer and comedian @blameitonkway giving a message that makeup is for men too.
FRAMEWORK: Means-End-Theory. This advertising links product attributes with consumer values and the consequences of consuming the advertised product. Means-End-Theory: Product Attribute - PRO FILT’R CONCEALER to cover Dark Circles, Blemishes and Bad Decisions, LOL! Consumer Benefits - Showing before and after you use the product. Leverage Point - Moves the consumer from understanding the product benefits to linking those benefits with personal values. Personal Value - This makes a direct connect with the viewer. The Executional Framework - Very informative as well as demonstrative.
Slick Woods
Ajak Deng
I N D I A N C O L O U R C O S M E T I C S M A R K E T A N A L Y S I S: Key Players:
Various luxury brands like Victoria Secret, Bodyography and Labiocos are expected to launch in India soon as in comparison to other segments, the colour cosmetics market is growing at a very fast rate.
According to Globe NewsWire, the Indian colour cosmetics market is expected to grow at a CAGR of around 13% till 2022.There is also a rise in adoption of western culture, colour cosmetics market has become one of the fastest growing in India and India is also estimated as one the fastest growing country for the color cosmetics market in the Asian region.
Himalaya Biotique Dabur Lotus Patanjali The beauty market in India is going to become the main contributor to the growth of Indian wellness Coach industry and in the last 5 years, the growth figures to 60% for cosmetic products and according to LVMH a report, the Indian Cosmetic industry is positive towards growth for both existing and NEW players. Puig Shiseido the Estée Lauder Companies Inc. Ralph Lauren Corporation L’Oréal Coty Revlon Avon Products Inc. Hermès Oriflame The Procter & Gamble Company Unilever PLC GIVI Holding S.p.A. Christian Louboutin S.A. Bottega Veneta Balmain Azzaro Carolina Herrera Groupe Clarins SA, etc. Currently, the Indian colour cosmetics market is valued at nearly $11.16 billion and is expected to touch $20 billion by 2025. This market is driven by the high personal disposable income of people and the rising awareness towards body aesthetics.
According to CashKaro, apparantly western brands a more favoured over domestic brands in India. 77% of women have an average monthly spend of Rs1,ooo - Rs5,000 on beauty products. Indian men are becoming a target market for beauty with their increasing interest in personal care being driven by social media, disposable income, a substantial young consumer base and the increasing cisibility of metrosexual celebrity men. The swift growth of the beauty business industry has not only affected Indian firms to encourage competition in the market, but has also lured a number of international brands to the country. To give an example, today, India has very few professional make-up lines that can cater to the wide range of salons and professional make-up artists across the country. This provides an opportunity to international professional make-up lines to penetrate into the market.
It is identified that northern India will consume the major proportion of the color cosmetics. Over 95% of Delhi teens spend on cosmetics worth Rs4,000 - Rs5,000 per month. Over 65% teenagers said, their branded cosmetic consumption went up by 75% in the last 10years. 62% of male youth said their expenses on cosmetics have risen by 45% as against 57% upper middle age group, claiming that they spend nearly 42% in buying cosmetics to maintain themselves. “On an average, in this segment, 95% Delhi respondents, who used to spend less than a 1,000 bucks on cosmetics till about a decade ago, said that they now spend more than `5000 per month,” a survey stated in 2011. The key factors to successfully enter the beauty and cosmetics market in India includes careful understanding and adaptation of Indian skin types and tones and customize products accordingly.
“Statistically, Delhi registered higher consumption of cosmetics, apparels and mobile phones by youth due to the higher living standard of people in the city. Mumbai and Lucknow were second and third respectively, on the list. Lucknow’s emergence is surprising to us,” says Manju Negi, joint director, ASSOCHAM, adding, “The boys’ fondness for cosmetic has shown a 165% rise in the last 10 years, while the figure for girls stands at 125%.” stated a report by ASSOCHAM.
Regulations, Standards, Customs and Tariffs: The Indian licensing authority for mandatory registration of all cosmetics imported in India is the office of the Central Drugs Standard Control Organization (CDSCO) in the office of the Drug Controller General of India (DCGI). The DCGI’s office administers the Indian Drugs and Cosmetics Act of 1940, which governs the manufacture, sale, import, export and clinical research of drugs and cosmetics in India.
19 years old Indian Naomi Janumala becomes the global face for Fenty Beauty.
G L O B A L C O M P E T I T O R S: Kylie Cosmetics:
NYX Cosmetics:
Kylie Cosmetics, LLC, founded by media personality Kylie Jenner was started as Kylie Lip Kit containing matching lipstick and lip liner was founded in November, 2015. Reasons: -Celebrity owned company. -Cruelty free and Vegan.
Founded by Toni Ko in Los Angeles in 1999. NYX Professional Makeup is certified and acknowledged by PETA as a cruelty-free brand, and they offer a wide range of vegan-friendly products.
Smashbox:
Founded by Selena Gomez in January, 2020 available exclusively at Sephora and is Cruelty free and vegan and very sustainable with its packaging. Reasons: -Celebrity owned. -Cruelty Free and Vegan. -Available exclusively at Sephora.
Launched in 1996 by dapper LA brothers Dean and Davis Factor the Smashbox Cosmetics line focuses on long-lasting products designed to give a flawless look befitting of Hollywood star. Reasons: -Heritage, History. -Cruelty Free. -High Quality products.
RARE Beauty:
I N D I A N C O M P E T I T O R S: Estee Lauder:
Colorbar:
Founded in 1946 in Queens, New York is an american multinational and manufacturer owning some of the best selling colour cosmetics in India: -M.A.C -Clinique. -Becca -Bobbi Brown -Tom Ford -Too Faced -Smashbox, etc which are tested on Indian Skin.
Founded by, Samir Modi in 2004. It caters to a number of products catching every girl’s attention. It’s one of the fastest growing beauty brands with over 65 stores, 900+ multibrand outlet.
P R C A L E N D E R:
P R E S S K I T:
Pro Flt’r Hydrating Longwear Fou Rs 2613/-
Hello Boo, looking for that no-makeup makeup look? Or a party look? Or create art with makeup? Well here you go… Fenty Beauty is now in India! You be of any skin tone or type… Rihanna got you with years of experimenting and whatever she’s made, IT’S FOR EVERYONE!!! Available to be paid in 5 easy interest-free installments online.
PRO FLT’R SOFT MATTE LONGWEAR FOUNDATION RS 2613/-
PRO FLT’R SOFT MATTE POWDER FOUNDATION RS 2613/-
MATCHSTIX RS 1815/-
undation
INVISIMATTE BLOTTING PAPER RS 1161/REFILL RS 725/INVISIMATTE BLOTTING POWDER RS 2322/-
PORTABLE TOUCHUP BRUSH RS 1741/COMPLETE ESSENTIAL RS 3920/-
BODY LAVA BODY LUMINIZER RS 4283/TRAVEL SIZE RS 1235/-
FULL FRONTAL VOLUME LIFT AND CURL MASCARA RS 1741/-
SNAP SHADOWS RS 1815/-
GLOSS BOMB RS 1380/-
KILLAWATT HIGHLIGHTER RS 2613/-
PRO FLT’R INSTANT RETOUCH SETTING POWDER RS 2323/-
MA SHI RS
PRO FLT’R INSTANT RETOUCH CONCEALER RS 1899/-
ATTEMOSIELLE OR SLIP INE LIPSTICKS 1310/- OR RS 1599/-
PRO FLT’R INSTANT RETOUCH PRIMER RS 2324/-
STUNNA LIP PAINT LONGWEAR FLUID LIP COLOR RS 1815/-
WHAT IT DEW MAKEUP REFRESHING SPRAY RS 2199/-
Throw sum glow Blush, lipstick + illuminator 3-piece set Rs 3630/-
FENTY GLOW TRIO FACE, LIP & BODY SET Rs 3050/-
FULL MINI Rs 21
CUSTOM MATCH STIX TRIO Rs 3923/-
COMPLETE YOUR COMPLEXION ESSENTIALS Rs 4941/-
PRO KISS’R LIP CARE SET Rs 1744/-
HYDRATING + SOFT MATTE COMPLEXION ESSENTIALS WITH SPONGE Rs 4729/-
SOFT MATTE COMPLEXION ESSENTIALS WITH SPONGE Rs 4729/-
L SNAP EYESHADOW + I MASCARA SET 107/For further information please contact Srusti Srujanika at Fenty Beauty, 7654896453/ srujanika@fenty.beauty.com
TWO LIL STUNNAS MINI LONGWEAR FLUID LIP COLOR DUO Rs 1819/-
C R E A T I V E B R I E F: ABOUT OUR BRAND: BRAND IDEA : Fenty Beauty is Rihanna’s Makeup line after her name Robyn Rihanna Fenty with inclusivity and sustainability deep in it’s core brand DNA.
BRAND ASSETS : It’s products are well crafted to marry any skin type. or skin tone givinf that natural look rather than a cakey look. What the beauty brands have done is increase the colour pigmentation for darker skintone which accorning to Rihanna with her experience is not the right way giving it a cakey look.
OUR CONSUMERS: WHY ARE WE ADVERTISING?:
OUR TARGET:
BENEFIT SUPPORT:
We are launching Fenty Beauty in India and the advertising is to establish the brand in India , to reach wider range of consumers along with gaining media recognition, demand and brand awareness.
With inclusivity being the main principle, Fenty Beauty’s products are for everyone. Getting high quality products in such a price is really a dream coming true. The packaging is also very convenient for a hectic life.
OUR ADVERTISING OBJECTIVE:
KEY CONSUMER BENEFIT:
To connect with different type of consumers as India has the most variety of skintones and types as we are launching on Anti Discrimination Day and the campaign idea revolver around the same concept.
Natural Ingredients like barbados cherry, Kalahari Melon, Japanese Raisin Tree, Ginkgo Biloba and Niacinamide are globally sourced clean ingredients makes it sustainable and eco friendly.
• The Clara Lionel Foundation works towards the benefit of underpriviledged children’s studies. • All packagings are reused, recycled, and can be recycled in the future. • Some products arr re-fillable. • With 50 shades and 3 different types of foundation, you get that perfect to your skintaone foundation. • Most products have more than 2 different types of uses. • Cleveryly put packaging. • Very transparent supply chain.
TONE WITH CONSUMERS: Our tone is always trustworthy, friendly, fun, light, inspirational, savage and confident. Encouraging consumers to feel beautiful and confident and wear the makeup without feeling that heaviness on the skin.
MEDIA CHOICE TO EXPLORE: Print, Online and Social Media.
THE BIG IDEA :
PITCH :
STORYTELLING :
MEDIA PLANNING :
A video will be released which will start with different Indian people using FB products at home getting ready in the morning to go to their work, then their professions will be shown (eg. corporate life, teachers, models, house wifes, chefs, men, women, old, young, different religions, etc) to show how convenient their packaging is to use in a hurry or to carry it in a hurry or how well it blends with the skin. (For ex : There will be an old couple and it will be their anniversary, the wife will be getting ready with very minimal products, the husband will be applying their lip balm for that kiss and the video will end with an old bollywood style kiss.)
Including all types of people regardless of their age, sex, skintone, skintype while releasing on Anti Discrimination Day to fill the void that exists in the indian makeup market.
Delivering the promotional message to the prospective consumers will be achieved through social media. Youtube and Instagram being the appropriate channel, and releasing it onFebruary 20th, 2022 will keep the buzz alive and deliver the message to the right audience.
MESSAGE PROJECTED : Fighting the discrimination that has been for long in the makeup industry by launching on the Anti Discimination day projects the brands message of Beauty For All !! MEDIA SELECTED : It will be a digital ad campaign published on YouTube and Instagram ads.
AD BUDGET : Photographer Videographer Crew Travel Makeup Hair Graphics Food Beverages Post Production TOTAL -
10,00,000 25,00,000 6,00,000 50,000 10,000 10,000 20,000 4,000 4,000 12,000 42,10,000
I N D I A N S O C I A L M E D I A A N A L Y S I S:
M O O D B O A R D:
M E D I A S E L E C T I O N A N D P L A N N I N G: FACEBOOK AND INSTAGRAM ADS : Frequency 3-5 posts over a period of 2 weeks. Placement Instagram - Stories. Facebook - Right column. YOUTUBE ADS :
User generated content, product information, inclusivity throughout letting their followers know about what the brand stands for. Followers : 10.5m (as of February 14th, 2021) Post Frequency : Everyday (Post + Story)
Multi-lingual tutorial videos according to the location, supporting children’s education. Subscribers : 743k (as of February 14th, 2021) Post Frequency : 4 times a month.
People watching the whole ad are 23times more likely to visit and subscribe to the brand according to Google. Frequency Optimal ad frequency of 3-4 times for the targeted demographic. Placement Pre roll and after 5 secs to skip. Ad not more than 10 secs.
Vogue is a fashion magazine focusing on beauty and has a readership of 3 lac in India. Frequentlu used by the brand abroad.
GQ focuses on fashion, style, and culture for men, through articles on food, movies, fitness, sex, etc. Beauty for men would be a first time in India.
Harper’s Bazaar is a source for fashion trends straight from the runway, makeup and hair inspiration perfect for monthly updates. Frequently used by the brand abroad.
It is an exclusive weekly lifestyle magazine online with a readership of 28.45 lakh.
India’s leading men’s luxury lifestyle magazine Man’s World would be the best way to promote as it has a readership of over 6.5 million
A magazine focusing on health, fashion, beauty and has a readership of 3.09 lac in India.
India’s home-grown , a now digital luxury and lifestyle magazine with a readership of 60,000.
S T O R Y L I N E: India being a vast country of about 1.39 billion with the most diverse range of consumers, there has been a very huge gap in the makeup industry for a long time in regards to darker or pale skintones.
A brand which is all inclusive regardless of the gender, age, religion, skintone, skintype, etc which Rihanna has created after years of experience and testing,launching it on Anti Discrimination Day would be perfect to fill that void.
M A K E U P A R T I S T S: Makeup/ Hair/ Educator.
Beauty Educator.
Followers : 43.2k (verified)
Followers : 86.8k
Nearly 30yrs of experience.
Nearly 30yrs of experience.
People : Kareena Kapoor Khan, Milind Soman , Rani Mukherjee, Sonam Kapoor, etc.
People : Manish Malhotra, Mary Katrantzou, Cyrus Sahukar, Richa Chadha, etc. Magazines : HTBrunch, Travel Leisure, New Age Salon, etc.
Magazines : Cosmopolitan, t2, Vogue, Bazaar, Hello, Verve, etc. Anita Kaushik New Delhi.
Brands : Bodice, Sabyasachi, Tarun Tahiliani, Manish Malhotra, LetMeBe, Ekaya, FDCI, etc.
Vidya Tikari New Delhi.
Brands : Inglot, Bani Parischa, FDCI, Lotus, etc.
MODELS :
Jason Arland, Mumbai
Pramita Tania Parker Rajya Laxmi Rana, Nepal
Varshita Thatavarthi, Delhi
Joan Dominic Rai, Darjeeling
Shantanu Dhope, Mumbai
Rabanne Jamsandekar Victor, Mumbai
Sakshi Sindhwani, Delhi
Huma Joad, Pune
Anah Shaikh, M
Eugeniya Belousova, Mumbai
Mumbai
Tanya Bedi, New Delhi
Dinesh Mohan, New Delhi
Hairstyle is going to be very simple and almost exact to the image references. Makeup can vary from No-Makeup Makeup look to extra flamboyant..
Indrani Dasgupta Paul, New Delhi
P H O T O G R A P H E R: ROSHINI KUMAR, 27
MUMBAI, MAHARASHTRA. A Photographer, activist, a proud vegan, cancer survivor and feminist. She believes in using her voice and art to stand up for many causes and bring awareness, from body positivity, to mental health, to misogyny to environmental causes and even animal cruelty, she’ll keep raising voices for all causes that need importance! Her work is based on her values and her personality. Shes likes creatively pushing the boundaries and firmly believe every artist should have their own creative style. Her work in untouched and no body or beauty edits are ever done! She believes in being the change she wants to see! And ofcourse be as colourful and herself as she can while doing it. Achievements: • Worked with many models, designers as well as collaborations with brands over the years since 18 years of age. • Published in Elle magazine in 2015. • Several Online publications on Vogue Italia. • Social media campaign for Mazumdar Shaw Medical Foundation. • Published in Harper’s Bazaar India in 2019.
L O C A T I O N:
New Delhi. Outdoor Shoot.
PRODUCT PHOTOGRAPHY:
TIMELINE:
February 8th, 2022
February 15th, 2022
February 25th, 2022
Invites sent.
Post on Rihanna’s Instagram
Lottery contest on website.
Billboard Ad across Delhi.
Video Ad Campaign launched.
February 10th, 2022
February 20th, 2022
Meme post on Official Fenty Beauty pa February 28th, 2022
age.
Nationwide Sephora Launch
March 1st, 2022
May 8th, 2022
STORE LAUNCH
Clara Lionel Foundation X Deepalaya
Nationwide Fenty Skin Launch
March 7th - 28th, 2022
October 1st, 2022
P R E - L A U N C H S T R A T E G Y:
DATE : Feb 8th, 2022. Invite will be sent out to the guests for the ribbon cutting and after launch party.
DATE : February 10, 2022. Hoardings all over Delhi will be put up spraypainted with the tag saying, “We got you Boo! Fenty Beauty is coming to India on 1.3.22” followed with hashtags “#fbantidiscrimination” and “fentybeautyindia”which will be later used by the guests invited to the launch event.
DATE : Feb 15th, 2022. A post on Rihanna’s Instagram handle stating the launch.
DATE : February 20, 2022. The ad campaign video will be released.
DATE : February 25, 2022. A Lottery contest will be organised on the official Fenty Beauty website where the consumers have to spin the slots of which 25 lucky winners will be announced. The location of the store will be kept a secret to control the crowd. On 28th February a different location will be sent to the winners on their email to reach on March 1st before 9:30am from where Cabs and cameramen will be arranged to bring them to the store.
DATE : Feb 28th, 2022. A meme post on Fenty Beauty’s Instagram handle stating the launch.
I N D I A S T O R E: Mall Location : DLF Emporio, 4 Nelson Mandela Marg, Vasant Kunj, Delhi-110070 India Phone: +91-011-4611 6666 E-mail: dlfemporio@dlf.in Fenty Beauty : 241A, First Floor, DLF Emporio,Delhi.
D. L. F. E M P O R I O F L O O R M A P:
241A
S T O R E L O O K A N D F E E L: FENTY FACE STATION WITH GEOMETRICAL CEILING LIGHTS, MIRROR LIGHTS AND LUXURIOUS COMFORTABLE CHAIRS.
HELP DESK AND BILLING
MAGIC MATCHSTIX STATION
MASCARA AND EYESHADOW STATION
WINDOW DISPLAY
I N D I A L A U N C H C O L L E C T I O N: P R I M E A N D S E T:
What It dew Makeup Refreshing Spray.
Pro Flt’r Instant Retouch Primer Pro Flt’r Mattifying Primer Pro Flt’r Hydrating Primer
Invisimatte Comp
plete Essentials
Pro Flt’r Instant Retouch Setting Powder(8 shades)
Pro Flt’r Amplifying Eye Primer
F A C E:
Pro Flt’r Hydrating Longwear Foundation(50 shades)
Pro Flt’r Soft Matte Longwear Foundation(50 shades)
Pro Flt’r Soft Matte Powder Foundation(50 shades)
Killawatt Freestyle Highlighter(10 shades) Killawatt Foil Highlighter(5
Pro Flt’r Instant Retouch Concealer(50 shades)
shades)
Cheeks Out Freestyle Cream Blush(10 shades)
E Y E S A N D B R O W:
Brow MVP Sculpting Wax Pencil and Styler Brow MVP Ultra Fine Brow Pencil and Styler (14 shades)
FlyPencil Longwear Pencil Eyeliner(10 shades)
Full Frontal Volume Lift and Curl Black
Snap Shadow’s 1,2,3,4
L I P S:
Gloss Bomb Universal Lip Luminizer(7 shades)
Pro Kiss’r Lip-Loving Scrubstick Pro Kiss’r Luscious Lip Balm(4 Shades).
Gloss Bomb cream Color drip Lip Cream(5 shades)
Stunna Lip Paint Longwear Fluid Lip Colour(9 shades)
T R A N S P O R T:
E V E N T G U E S T L I S T:
Priya Tanna Nonita Kalra Anuradha Mahindra Radhakrishnan Nair Editor in Chief, Vogue Editor in Chief, Harp- Editor in Chief, Verve Editor in Chief, MW. India. ers Bazaar India. India.
Nandini Bhalla Mehernaaz Dhondi Editor in Chief, Cos- Editor in Chief, Gramopolitan India. zia India.
+Target Media List +Ad Campaign Models +Media +News Channel Editors +Influencers +Bloggers
Supriya Dravid Neena Haridas Sumiran Annamaria Editor in Chief, Elle Beauty and Fashion Kashyap India. Journalist Beauty/Wellness & Luxury Writer
Kimi Dangor Mamta Mody Consulting Fashion Senior Beauty & Editor, The Indian Health Editor, Elle InExpress dia
E V E N T P R O P O S A L: WHAT :
HOW :
STRATEGIES :
INVITES :
Store launch and Launch event will take place on March 1st, 2022. Influencers, Media, Journalists and key makeup artists will be invited.
Ambience : Feminine, Edgy, Soft pastel lighting. Music : Start with calm instrumental end with fun energetic. Guests : 50 - 100 10 different skintoned models for trials will be available. Fenty Skin will be provided exclusively which will be perfect to create the buzz. 10 special, trained beforehand MUA artists will be present for assistance.
• Stand alone Store launch in India. • Invite Indian media to the launch event. • Constant Social media updates. • Invite Journalists and key makeup artists and inflencers. • Store opening hoardings in the form of graffitti will be all over delhi stating: “Fenty Beauty by Rihanna is coming for y’all”
Online Invitation will be emailed to the guests with a video of Rihanna personally. The Invite will have details about the venue, date and timings and a link where they can confirm their arrival..
WHERE : Store will be launched at DLF Emporio, New Delhi. Launch Party will take place in Grand crystal Ballroom of J W Marriot, Aerocity, New Delhi.
WHEN : Date : March 1, 2022 (Anti Discrimination Day). Store Launch : 10:00am Launch Party : Brunch starting 12:00pm
OBJECTIVES : • Launch in India. • Help educate the children of India. • To build a connection with media and consumers. • Establish the brand positioning in the Indian Luxury Cosmetics market. • To create word of mouth and focus on editorial placement.
CATERING : It will be sponsored by the hotel itself as this event will be creating alot of media coverage for it. No one time use materials will be used like paper cups, plastics, water bottles, etc.
GOODIE BAG PRESS DAY :
AND
The press release will be held at the launch party making them get into the vibe of Fenty Beauty enjoying some cocktails. Each guest will be receiving a goodie bag which will contain 1 Mini Makeup refreshing spray, 1 Lip scrub and 1 Mini Red Stunna lip along with 2000/- gift voucher.
POST EVENT RESULTS :
RUNNING ORDER :
• Articles about the launch on different digital media platforms. • Featuring in the website of Deepalaya. • Article in Times of India about the launch. • Aricle in different magazines like Forbes, Vogue, Cosmopolitan. • Updates by Influencers on instagram. • Regular insights and updates on Fenty Beauty’s Instagram. • Featuring in monthly magazines.
11:30am-11:55am 12:00pm 12:05pm 12:05pm 12:20pm 12:35pm 12:50pm 02:00pm 02:45pm
CONFIRMATION TIMELINE :
ISSUES AND ATIONS :
• Invitations for the event will
be sent on or before 8th February, 2022. • RSVP reminder last date : On or before 18th February, 2022. • Final confirmation on their emails.
Guests arrival. Rihanna’s arrival. Introducton speech by Rihanna. Food and Beverage will be served throughout the event. Browse time for the guests with products. MasterClass by Rihanna herself. Trial session on the hired models will start. Q&A and Interaction with the experts. Goodie bags handed out.
CONSIDER-
• Electricity Backup(Lights and AC). • Extra food and beverage(donated if leftover) • Guests arriving late due to traffic. • Drink Spillage. • First aid and medical assistance. • WiFi connection. • Sanitisation and social distancing.
149
E V E N T M O O D B O A R D:
E V E N T L I G H T I N G:
Location : J W Marriot, Aerocity, New Delhi.
Half of Grand Crystal Ballroom will be used for discussion and Rihanna explaining the products along with food and beverages. Lighting : White and Golden.
Address: Asset Area 4 - Hospitality District Delhi, Aerocity, New Delhi, Delhi 110037
The other half will be for makeup with mirrors and products. Lighting : Purple and White.
S E A T I N G: MIRROR
ER/ IT
MIRROR
ENT EX
MIRROR MIRROR MIRROR MIRROR
Makeup Side with mirrors and products. Lighting : Purple and White.
MIRROR
MIRROR
MIRROR
MIRROR
EN E
TER/ XIT
MIRROR
MIRROR
J W M A R R I O T F L O O R P L A N:
E V E N T R O O M P L A N: WASHBASIN
WASHBASIN WASHBASIN
F O O D A N D B E V E R A G E S:
Paneer Tikka
French Fries
Kilowatt Mini Donuts (Inspired by killawatt highlighters)
Chicken Drumsticks
Mini Chicken and Veg Cheese Burgers
Classic Champagne
Strawberry Martini
Pro Flt’r Mini Macaroons (Inspired by the 50 foundation shades)
Wines
Royal Pacific
Fenty Fortune Cookies (With special messages from Rihanna for ex: “Ever wanted to be a trophy wife? You’ve come to the right place”)
Tea and Coffee Station.
Advertorial : Influentia Fenty Beauty.
T A R G E T M E D I A L I S T: (P R I N T)
Cover. Main Story : Interview with Rihanna. Advertorial : Products. Media : Offline
Cover. Main Story : Beauty trends and how Fenty Beauty is reaching them. Advertorial : Products. Media : Online and Offline.
Main Story : Store Launch. Advertorial : Products.
Main Story : Interview na. Advertorial : Groundbr keting strategies of Fe
al women of India in
w with Rihan-
reaking marenty Beauty.
Main Story : Products and its convenience.
T A R G E T M E D I A L I S T: (O N L I N E)
Cover. Main Story : Interview with Rihanna. Advertorial : Products. Media : Online
Advertorial : Advice on the use of Fenty Beauty Products in multiple ways. Media : Onilne.
Main Story : Launch Event. Advertorial : Brand’s DNA. Media : Online.
Main Story : Inclusivity and Anti-Discrimination. Advertorial : Brand’s DNA. Media : Online.
T A R G E T M E D I A L I S T: (I N F L U E N C E R S)
Juhi Godambe, Delhi
Sakshi Sindhwani, Delhi
Ankush Bahuguna, Delhi
Jasmeet Kapany, Delhi Shreya Jain, Delhi
Abhinav Mathur, Delhi
Roshni Bhatia, Delhi
Mrunal Panchal, Delhi
E V E N T B U D G E T: Interior Flowers Cutlery Staff Cleanng Staff Catering Consultant Transportation Electricity Generator Goodie Bag Photographer Videographer Trained MUA Graphic Designer Models TOTAL
1,50,000 5,000 SPONSORED 2,00,000 1,00,000 SPONSORED 1,00,000 70,000 50,000 5,40,000 3,00,000 4,00,000 1,00,000 85,000 5,00,000 26,00,000
P O S T L A U N C H S T R A T E G Y: FENTY BEAUTY X DEEPALAYA DATE : MARCH 18th, 2022 GOAL : To achieve consumer loyalty. OBJECTIVE : Establish brand positioning as culturally aware by launching a charity event to help educate children of India within 3 weeks. STRATEGY : Put up hoardings and use paid for social media to promote the cause. OVERVIEW : Most people like to wear lipstick as the only makeup during holi. Linking it to CLF with charity partner Deepalaya adds that CSR element. EXPECTED RESULTS : • National News stories. • Direct consumer engagement. • Consumer loyalty.
SEPHORA LAUNCH DATE : MAY 8th, 2022 GOAL : To achieve Brand DNA. OBJECTIVE : Increase number of consumer reach nationwide keeping alive the brands DNA within 3 months of launching in India. STRATEGY : Use online advertisements and paid for social media to promote the cause. OVERVIEW : An environmentally conscious brand trying to reach out to as much consumers as possible. EXPECTED RESULTS : • National News stories. • Direct consumer engagement. • Consumer loyalty. • Wider Reach.
FENTY SKIN LAUNCH DATE : OCTOBER 1st, 2022 GOAL : To achieve Brand DNA. OBJECTIVE : Avoid lacking of extremely high quality skincare for winters in the first year of Fenty Cosmetic’s launch. STRATEGY : Use online advertisements and paid for social media to promote the launch. OVERVIEW : An environmentally conscious brand trying to reach out to as much consumers as possible. EXPECTED RESULTS : • National News stories. • Direct consumer engagement. • Consumer loyalty. • Wider Reach. PRODUCTS : • Total Cleanser and Makeup remover. • Fat Water / Toner (Zero Cotton Usage). • Hydra Vizor Moisturiser / SPF 30 Sun screen (CORAL REEF friendly). •I nstant reset overnight recovery gel cream. • Flash Nap instant revival eye gel cream + eye massage tool. (Refills for Hydra Vizon and Instant Reset.)
R E F E R E N C E S: WEBSITES :
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