SUNDAY RILEY
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IMC Marketing Plan Created by Samantha Rupp
TABLE OF CONTENTS
SUNDAY RILEY
Executive Summary Campaign Research SWOT Analysis Target Audience Definition and Profile Marketing Objectives and Strategies Creative Strategy Communication Channels Creative Execution Conclusion References
Samantha Rupp • May 2019
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EXECUTIVE SUMMARY WHO IS SUNDAY RILEY? We are a growing skin-care brand that dedicates our best work to our clients, our suppliers, and the environment. We have created the perfect balance of science and botanicals for all of our product offerings. Our team believes anyone can have their best skin while using our product line. Our goal is to expand our market of millennial women across the United States' largest cities by showing them they can have complexion confidence by simply "giving their skin flowers".
Samantha Rupp • May 2019
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OVERVIEW HOW WE STARTED When we launched in 2009 there was a hole in what we call “green technology,” which is balancing science-based active ingredients with botanicals. We want our customers to continue to keep looking okay, and you need active ingredients to do that. But there are other ingredients we love, like botanicals, and in 2009 there wasn’t a real mix of that.
Samantha Rupp • May 2019
CAMPAIGN BACKGROUND
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The company touts the motto of “Powered by science. Balanced by botanicals.” This simple, yet powerful statement evokes the immediate impression that Sunday Riley as a brand is a healthy combination of proven formulas, and natural and harmless ingredients in their ever-growing
of current products within the line.
Samantha Rupp. • May 2019
skincare line. They showcase a “Yes” mentality, leaning hard into the empowerment of each customer to control their skincare destiny. Their website boasts a healthy blog – The Sunday Edit, an entire educational section to combat skin issues, and even a dedicated page to supplier integrity commitment facts for the consumers that only choose to purchase their products from ethical, sustainable, and transparent companies. That last fact reigns true as a larger industry impact should Sunday Riley venture into the cosmetics vertical after skincare. The cruelty-free and vegan subcultures in the beauty community are a powerful mouthpiece to influence the overall consumer base. Sunday Riley has already proven they understand this through their dedication thus far to how they curate their products. The product line has roughly 8 categories of individual products. Additionally, their sales approach also combines their “best-selling” products into smaller travel kits, trial size introductory kits, and even an occasional entertainment branded special edition packaging
CAMPAIGN RESEARCH
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In April of 2019, Sunday Riley became the exclusive toiletry supplier of all United Airlines first and business class travelers (Sandler, 2019). Just this month, they’ve also launched their first subscription box that delivers once a quarter for $86. This box is the first attempt for Sunday Riley
Samantha Rupp. • May 2019
to break into the subscription-based beauty space. Their decision to launch in May, with a travel theme fits perfectly into the coming summer months. The product line is represented in luxury retailers such as Barneys, Neiman Marcus, Nordstrom. Additionally, reputable beauty stores such as Sephora often have visits or “counter demos” of the Sunday Riley product line, given by a territory brand representative from the Sunday Riley team. This allows the brand integrity to be maintained to the Sunday Riley team, rather than expected thousands of Sephora employees to provide the brand education the Sunday Riley team expects their customers to receive. They do not limit their sales, however offering a range of online retailers to stock their products, including their own ecommerce site as well. This seems to be working out so far in their favor, with projected revenues online showcasing approximately seven to ten million dollars in annual revenue.
SWOT ANALYSIS
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Samantha Rupp • May 2019
TARGET AUDIENCE DEFINITION WHO OUR EXISTING FANS ARE: According to existing fans of the brand, the most engaged users are women, from metro areas in the age range from 20-35. These are prime online/digital users that will engage with influencers promoting the brand, as well as be apt to share their current reviews of the brand as well. This age range is particularly averse to relying more on their trusted close advisors recommendations over traditional advertising (Lexington Law, 2019).
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TARGET AUDIENCE PROFILE WHO IS SHE? “Bethany” is a 25-34-year-old professional that works in a diverse group. Her annual income falls between 60,000-95,000 annually. She has a mix of college friends, coworker friends, and friends she has made at various hobby/social outings.She lives in a more populated US city but comes from an outlier town/suburb area. She’s considered the “city girl” from her high-school friends. She stays active on her social media platforms, but Instagram, Twitter, and YouTube are her favorites.
WHAT DOES SHE LIKE? She likes activities such as yoga, rock-climbing, stand up paddle boarding, spending weekends at the beach. She’s never SO remote she doesn’t have reception or electricity. She takes 2-3 vacations with her girlfriends. She travels internationally once every year or so. She buys her groceries at Whole Foods and was one of the first in her social circle to finally make the jump to Amazon Prime memberships once they bought Whole Foods and started offering Prime NOW support for her area. She likes to buy her makeup from Sephora, because she’s a VIB Rouge member and likes to use her perks as often as possible for sample products she may want to buy, but won’t consider until the influencers she follows, reviews them or mentions them on their own social media accounts.
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EMOTIONAL Self-Care culture Responsibly sourced and manufactured Products improving skin confidence Clean ingredients and floral scents
RATIONAL Scientifically researched ingredients Logical price points Online and In-Store buying options Conveniently pre-packaged kits Proven effective results
CREATIVE BRIEF GIVE YOUR SKIN FLOWERS - YOU' LL THANK YOURSELF Our focus is to bring Sunday Riley to a larger market-share of millennial women that live within a 2-hour drive of a large city/shopping area. We are showcasing the brands product line, how it caters to multiple skin types, and also focusing on our responsibility to maintain our own high ecological standards in manufacturing. Currently, the perception around skincare is one of luxury. We aim to focus on our ability to increase confidence in one’s skin and natural beauty with a product line that suits variable skin types without harsh chemicals, harsh manufacturing, and unethical standards. We would like for consumers to see Sunday Riley as the Whole Foods of their beauty routine. The single biggest takeaway our audience could have is that Sunday Riley believes anyone can improve their beauty routine with our products. We craft the best formulas with ingredients and suppliers we stand behind, while minimizing preservatives found in other skincare products.
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MARKETING OBJECTIVES AND STRATEGIES INCREASE BRAND AWARENESS AND INTEGRITY WITHIN MILLENNIAL WOMEN IN VARYING UNITED STATES GEOGRAPHIC AREAS.
12 INCREASE CUSTOMER SENTIMENTS BY 90% IN THE NEXT 6 MONTHS Engage current social media following to establish “digital brand voice” Expand social media audience to increase followers & maximize “digital brand voice” Launch feedback campaigns to existing customer base Leverage 3rd party retailer sites to also increase genuine brand review sentiments
RAISE ONLINE AND IN-STORE SALES BY 40% IN THE NEXT 12 MONTHS
Create discount campaigns for returning customers online Plan 3rd party retailer exclusive product launches Generate exclusive discount codes for followers that are first time buyers (in-store or online) Soft-Launch Sunday Riley brand in 1 more US retailer
COMMUNICATION CHANNELS
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INTERNET (YOUTUBE) INFLUENCER MARKETING.
PAID (SPONSORED) INSTAGRAM/TWITTER/ YOUTUBE WEB ADS.
DIGITAL MAGAZINE SUBSCRIBER ADS
(60% OF MARKETING BUDGET)
(20% OF MARKETING BUDGET)
(20% OF MARKETING BUDGET)
CREATIVE EXECUTION
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Samantha Rupp • May 2019
CONCLUSION SUNDAY RILEY'S BRAND AWARENESS NEEDS GROWTH, AND WITH THAT RECOGNITION AND CREDIBILITY OUR SALES TARGETS CAN INCREASE QUARTER OVER QUARTER INTO THE COMING YEARS. Self-care culture combined with the expanding influencer marketing strategies positions us to be successful ahead of competition if leveraged correctly. The beauty market and industry is ever expanding, and millennial women are the driving force behind that expansion. They've proven in their buying history and focus groups they are willing to put their money and word of mouth promotion to friends into brands they see being good for THEM and good for our planet overall. Sunday Riley has the secret sauce of perfect ingredients, literally and figuratively, to position ourselves as the leading representative of ethically sourced, clean made, luxury skincare in retail outlets AND online.
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RESOURCES Hanbury, M. (2018, September 22). 12 hot new brands that millennials can't get enough of. Retrieved May 10, 2019, from https://www.businessinsider.com/millennials-new-favorite-beauty-apparel-brands-2018-9#the-ordinary-7 Pai, D. (2017, May 26). When (and How and Why) Sunday Riley Got So Effing Buzzy So Damn Fast. Retrieved May 10, 2019, from https://www.allure.com/story/sunday-riley-skin-care-facts Riley, S. (2019, January). SUPPLIER INTEGRITY. Retrieved May 10, 2019, from https://sundayriley.com/pages/california-supply-chain-transparency-act Sunday Riley Case Study | Shopify Plus Partners. (n.d.). Retrieved May 10, 2019, from https://www.noticed.com/pages/sunday-riley Sunday Riley's Revenue, Competitors, Shipping, Funding and more. (n.d.). Retrieved May 10, 2019, from https://pipecandy.com/companies/sundayriley?unlock=true&key=c3J1cHBAZnVlbG5vd25ldHdvcmsuY29t#revenue Weatherford, A. (2018, April 13). Sunday Riley Explains How Good Genes Became a Cult Beauty Product. Retrieved May 10, 2019, from https://www.thecut.com/2018/04/sunday-riley-good-genes-interview.html Why skin-care brand Sunday Riley is partnering with United Airlines – Glossy. (2019, April 12). Retrieved May 10, 2019, from https://www.glossy.co/beauty/why-skin-care-brand-sunday-riley-is-partnering-with-united-airlines
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RESOURCES Lexington Law. (n.d.). 45 Statistics on Millennial Spending Habits in 2019. Retrieved May 17, 2019, from https://www.lexingtonlaw.com/blog/credit-cards/millennial-spending-habits.html Millennials Rely on W-O-M More Than Other Adults When Researching Consumer Goods. (2016, July 12). Retrieved May 17, 2019, from https://www.marketingcharts.com/industries/retail-and-e-commerce-68531 Capon, L. (2018, October 17). This skincare brand has admitted to posting fake positive reviews of their products. Retrieved May 17, 2019, from https://www.cosmopolitan.com/uk/beauty-hair/a23862214/sunday-riley-fake-reviews/ Trent, N. (2019, April 25). Female Skincare Market – Global Industry Analysis, Size, Share, Growth, Trends, Demand and Forecast 2019 – 2025. Retrieved May 17, 2019, from https://www.nbc29.com/story/40364864/female-skincare-market-global-industryanalysis-size-share-growth-trends-demand-and-forecast-2019-2025 https://www.linkedin.com/company/sunday-riley/about/ https://twitter.com/sundayriley/followers https://www.instagram.com/sundayriley/
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