Sean Willis and Sterling Jones BEAU 320
Table of Contents 1. Brand Introduction 2. Entrepreneur Concepts 3. Product Concepts 4. Campaign Concepts 5. Marketing Executions
BRAND INTRODUCTION
Youth to the People’s mission is to apply the benefits of superfoods + science in a line designed for an active and driven lifestyle.
Brand History • Family-founded business with legacy in the skincare industry. • Grandmother, Eva Friederichs, was an Esthetician that started her business in 1979. • She influenced the founders to create this brand.
Brand History • YTTP was established in 2014 by the two cousins, Joe Cloyes and Greg Gonzalez. • Based in LA • Goal of providing skincare that is natural and organic • Launched with three products: Superfood Cleanser, Superfood Air Whip Moisture Cream, and Superf
ENTREPRENEUR CONCEPTS
Entrepreneur Concepts • Introduction to The Body Segment • Marketing Concepts • Environment and Ethics • Vegan and Natural Skincare • Family-Founded • Focus on Formula/Ingredient Concept • Objective of the Brand • Create products from superfood to benefit an active lifestyle
Target Consumers • Demographic • 25 and under • Gen Z and Millennials • Psychographic • Esteem Needs • Attitudinal • Reflect on the day • Self-Care & Wellness
Competition & Marketing Defense • Biggest Competitor: Herbivore Botanicals • Price Range • Similar Product Offering • Marketing Strategy • Clean & Simple Packing • Marketing attack • Flank • Defense from attacks • Frontal
PRODUCT CONCEPTS
Product Information • Superfood Body Gel Cleanser • Based from the original line • Clean Packaging • Clean Formula • Size: 10.2 oz • Pricing: $40.00 USD 54.00 CAD
Product Information
GREEN TEA Anti-Inflammatory
KALE Vitamins C, E, K
ALOE Soothing
PACKAGE DESIGN
Package Design • Clean Packaging • Made from Recycled Glass • Pump is made of a biodegradable plastic
DISTRIBUTION STRATEGY
VENDORS
CAMPAIGN CONCEPTS
Campaign Headline • "Escape from the now, Look towards you" #LookTowardsYou • 3-month campaign highlighting new product • GWP: Exfoliating Glove with any Online Purchases from E-commerce Website • Commerical Concept
CAMPAIGN MOCKUP
MOCK ADS
MARKETING EXECUTIONS
Marketing Execution ATTRACT
ENGAGE
CONVERT
Marketing Social Campaign Content Focus
Jun
July/Aug
Branded Trips/Lunch Benefits of Daily Cleansing
Target 25 and under Consumer Gen Z & Millennials Marketing Moment
Summer Travel Stories Summer Fitness
Sep/Oct
Nov/Dec
Jan/Feb
Mar/April
May
Benefits of Natual Skincare on your Skin
New Body Launch
Best Creams for the Winter
New Year 2018 Awards
Spring New Ideas Allure Awards
How we Recycle Packaging Environmental
25 and under Gen Z & Millennials
25 and under Gen Z & Millennials
25 and under Gen Z & Millennials
25 and under Gen Z & Millennials
25 and under Gen Z & Millennials
Summer/Fall Sales
Black Friday Cyber Monday The Eva Sale
Christmas Thanksgiving
New Year's Eve Valentine's Day
25 and under Gen Z & Millennials Expo West BeautyCon International Womens Day
Workshop on Products
1. Tutorial on Best
1. How did you Use of Body Product use our 1. Story Poll: What 1. What Cream is best 1.International Content products? Lab Story Pop Up for New Body Product they Women Day after the Shower Product Based Treat your Love to Details Product want to see 2. Brand History Wellness Panel New Product Instastory Sale in their (GWP) Grandmother’s Honor Traffic +25% Traffic +25% Traffic +30% Traffic +40% Traffic +30% Traffic +20% Target KPI Follows Follows +10% Follows +15% Follows +20% Follows +15% Follows +10% 1. What’s in our
1. Merch
Giveaway Pop up
Traffic +10% Follows +5%
Social Media Execution
BRAND'S INSTAGRAM
FOUNDER'S INSTAGRAM
INFLUENCER MARKETING
Sean Willis and Sterling Jones BEAU 320