MULBERRY COSMETICS
CONTENTS INTRODUCTION
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1. Pre-Launch 6 2. Press Release 8 3. Press Event 10 4. The Launch 12 5. Target Media 14 6. Target Online Media 16 7. Target Bloggers 17 8. Famous Faces 18 9. Celebrity Seeding 20 10. Special Events 22 11. Calendar 24 12. Features Gird 25 13. Social Media 26 14. E-commerce Store 28 15. Advertising Campaigns 30
INTRODUCTION
This PR booklet shows how Mulberry Cosmetics will build product awareness to lead to public support and product sales. Through pre-launch, launch and post-launch events, PR will be used to introduce press, famous faces and ultimately consumers to Mulberry’s new product line. As an extension to the already well established Mulberry product portfolio, the cosmetics range will continue with the brands current identity abling current consumers to instantly recognise and connect with the new cosmetics brand. The mix of PR, advertising and marketing will be combined for maximum impact to enrich the image of Mulberry Cosmetics. In this strategy is the use of Felicity Jones as an endorser; which will add to Mulberry Cosmetics’ credibility and can influence consumers into purchasing (Financial Post, 2013). The collaboration with Felicity Jones for Mulberry Cosmetics is a natural fit, one which Mulberry hopes to continue throughout its first stages to becoming a nationwide premium cosmetics brand with a true British heritage. 5
1. Lead up to Launch
From primary research, target consumers of Mulberry Cosmetics engage with brands through social media and frequently search hashtags to become involved with the brand. Therefore, in the lead up to the launch, social media will be a major part of promoting the new cosmetic collection. By using the hashtag #somethingbeautiful it is suggestive of a beauty range yet still keeping the excitement for the launch day. The #somethingbeautiful campaign will be across all forms of social media that Mulberry currently use. 6
2. Press Release The introduction of the new Mulberry cosmetics range will allow the Mulberry customer to further embrace the brand lifestyle, by using exquisite products that are inspired by the cool of the city and craft of the countryside. The campaign is being modelled by the beautiful English actress, Felicity Jones and in her honour; Mulberry has named a foundation after her. The campaign images are shot by photographer Tim Walker who worked with make-up artist Lisa Eldridge creating the look for the shoot. Lisa said “the Mulberry cosmetic range is a delight to use and has a wonderful selection of products to create beautifully fresh looks.” The complete collection includes foundations and powders that come in a variety of tones for all skin types. With a compilation of neutrals and brights for eye shadows; and with lipsticks and gloss colours ranging in soft nudes to deep reds, Mulberry cosmetics can be used to create any look desired. The collection is priced between £18 and £38 and can be found at Brompton Road, New Bond Street and Westfield White City Mulberry stores and exclusively with Selfridges. Select department stores will stock Mulberry cosmetics at a later date (Harrods and Harvey Nichols). In addition the collection will be available on mulberry.com/cosmetics and the Mulberry app. Available March 17, 2015.
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3. Press Event
Who will attend
COSMETICS Mulberry invites you to the introduction of Mulberry Cosmetics Monday 9 March 2015 9.30am - 11am Claridges The Clarence Room Brook Street Mayfair W1K 4HR RSVP Cat Wickins catw@mulberry.com 0207 491 4323 / 0759 565 3440
MULBERRY COSMETICS
#somethingbeautiful
Invitation Back
Invitation Front
No. 1. 2. 3. 4. 5. 6.
Name Funmi Fetto Sophie Bloomfield Sophie Beresiner Kathleen Baird-Murray Liz Hambleton Lisa Oxenham
Publication Vogue Harpers Bazaar Elle PORTER Grazia Marie Claire
Job Role Acting Beauty & Health Director Beauty Director Beauty Director Beauty Director Beauty Director Beauty and Style Director
7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19.
Malena Harbers Francesca White Alessandra Steinherr Eve Cameron Jo Glanville-Blackburn Evie Leatham Rebecca Newman Edwina Ings-Chambers Prue White Sali Hughes Sonia Juttla Sarah Barclay Amy Packer
Instyle Tatler Glamour Good Housekeeping Woman and Home Stylist ES Magazine The Sunday Times Style The Times Magazine Weekend (The Guardian) Stella You Magazine S Magazine
Beauty Editor Beauty Editor Beauty Director Associate Editor/ Beauty Director Freelance Beauty Director Beauty Director Beauty Editor Health & Beauty Director Associate Beauty & Style Editor Beauty Editor Beauty Editor Beauty Editor Beauty Editor
To inform the target press about the collection, the top 20 beauty directors and editors will be invited to a ‘press breakfast.’ The event will be held at a top London luxury hotel, Claridges, within the Clarence dinning room. Make-up artists will be on hand for the day to transform the press members using the new line of products.
Envelope
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4. The Launch
The official launch of Mulberry Cosmetics will be held at the New Bond Street store. Guests to be invited will include key press from target print media, newspapers & supplements, online media, bloggers and famous faces. As the exclusive stockist of Mulberry Cosmetics, Selfridges will supply British themed canapes and unique cocktails for the evening. Each guest will be given a gift bag with a selection of the cosmetic line and Selfridges products. 12
5. Target Print Media
Newspapers & Supplements
These magazine titles have been chosen for their readership base that cover the target market for Mulberry Cosmetics consumers. Primary research has suggested that when products are featured in print media it encourages them to explore new products.
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6. Target Online Media
7. Target Bloggers
Primary research suggests that consumers check online reviews before purchasing products, therefore to get coverage on the following sites would promote the Mulberry cosmetics range:
Targeting key bloggers is also key to boost awareness of the new Mulberry range. The top fashion and beauty bloggers will be targeted to write features and experience Mulberry cosmetics.
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• • • • • • • • • • • •
elleuk.com vogue.co.uk theguardian.com/uk harpersbazaar.co.uk graziadaily.co.uk telegraph.co.uk instyle.co.uk redonline.co.uk howtospendit.ft.com glamourmagazine.co.uk dailymail.co.uk totalbeauty.com
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London beauty queen British beauty blogger Lips so facto Pixiwoo The beauty shortlist Strawberry blonde Reallyree Vivanna does make up The Sunday girl Liberty London Girl DisneyRoller Girl Style Bubble
8. Famous Faces Mulberry’s Cosmetic new ‘Famous Faces’ list is compiled of “Achieved Celebrities” who have achieved their fame through their works (Rojec cited in Pill, 2009:624). Focus group research has suggested that the current faces used need to be expanded upon and for Mulberry Cosmetics to use more faces seen in daily media coverage such as Michelle Dockery, Cressida Bonas and Kate Beckinsale.
Alexa Chung
Fearne Cotton
Poppy Delevingne
Jameela Jamil
Emma Willis
Cara Delevingne
Tallulah Harlech
Rebecca Hall
Juno Temple
Rae Morris
Cressida Bonas
Felicity Jones
Kate Beckinsale
Michelle Dockery
Jess Glynne
These new faces will be targeted to use the new product range.
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9. Celebrity Seeding
Products will be gifted to a select list of famous faces, make-up artists, bloggers and press in order to gain media coverage and column inches (Posner, 2011). Press and a select list of Bloggers will be gifted when each new product is released to ensure maximum coverage. Each gift will be sent in a gift bag addressed to the receiver and their place of work, blog or agency. 20
10. Special Events
Mulberry Cosmetics will hold events to reward end-consumers with the aim of creating brand loyalty and promotion of certain products. The special events could include exclusive gift with purchase, meet and greet with professional make-up Lisa Eldridge, who created the looks for the campaign, or a competition to win a section of Mulberry Cosmetic products. 22
11. PR Calendar
Key Internal Dates
Events
Online
Send out Press release to all target media
Vogue cosmetic collection preview
Press Breakfast at Claridges with 20 key press contacts
InStyle Cosmetic collection preview. Harpers Tatler Bazaar Cosmetic Interview with Felicity collection announcemen Jones and Lisa Eldridge t
Marie Claire Announceme nt in 'Beauty News'
Grazia Cosmetic Porter Collection Mothers announcem Elle Beauty Day Competitio ent 3 Weeks Editorial with Felicity n till launch
Press day held for all press
Stylist cosmetic collection announcem ent and 'trend on trial'
EASTER FRIDAY
27/04/2015
19/04/2015
13/04/2015
EASTER SUNDAY & MONDAY 06/04/2015
30/03/2015
23/03/2015
16/03/2015
09/03/2015
Vogue Elle
Team meeting to understand success one month after launch
Felicity Jones campaign: underground
#somethingbeautiful ad campaign
Features
April
MOTHERS DAY
02/03/2015
23/02/2015
16/02/2015 LFW
VALENTINE 09/02/2015 S
02/02/2015
March
Team meeting to check everything is in place for launch in a month
Team meeting to clarify schedules to ensure launch on time
Advertising
Press
26/01/2015
19/01/2015
05/01/2015 N YEAR
12/01/2015
22/12/2014
15/12/2014
Febuary
LAUNCH WEEK
#somethingb eautiful ad campaign finalised
January
X MAS
Key External Dates
08/12/2014
24/11/2014
01/12/2014
December 17/11/2014
10/11/2014
03/11/2014
November
12. Features Grid
Felicity Jones campaign: underground, piccadilly circus & print
Harper's Bazaar
Woman and home cosmetic collection announce ment
Online media announce full launch
You cosmetic collection review
Launch party at New Bond Street Store
Vogue festival: make-up tutorials. An opportunitity for new consumers to purchase
Reveal Felicity Jones as brand endorser Ecommerce over all site upload #somethingbeautiful cosmetics campaign continues across all media forms media:campaign fb, t, inst, image g+, website #somethingbeautiful campaign launches on website. Blurred changed each week.for sale
Single Page No
No
Glamour
What's in my make-up bag?
No
Marie Claire
Cosmetic collection announcement 'Beauty News'
Single Page
Good Housekeeping Woman and Home
No No No
New spring beauty must haves' No Cosmetic collection announcement No
Stylist
Hot right now feature Cosmetic collection announcement
No
Fabulous
Mother's day beauty
No
You Magazine
Collection Review
No
Cosmopolitan
The above PR calendar indicates scheduled press features, advertisements, events and happenings with online promotions for Mulberry Cosmetics from November 2014 to April 2015. Using a PR calendar is central to tracking what has been confirmed and can be used as a performance guide to see improvements year on year. 24
Double Page
Grazia
Tatler
Cosmopolitan 'Hot right now feature'
Cosmetic collection preview in 'Looking forward to 2015' Exclusive Beauty editorial with Felicity Jones Interview with Felicity Jones and Lisa Eldridge
Advertising
Mother's day competition Cosmetic collection announcement Cosmetic collection announcement Cosmetic collection 3 weeks to launch
Porter Instyle
Good Housekeeping 'New Spring Must haves.' Fabulous 'Mothers Day Beauty'.
Editorial
No
Requirements
Issue Date
Samples, Press release, Beauty shots, Cut-outs of products Samples, Press release, Cut-outs of products Samples, Press release, Beauty shots, Cut-outs of products
Jan 2015 Issue out Decemeber 8 weeks before March 2015 Issue out February 8 weeks before February 2015 Issue out January 10 weeks before
Samples, Press release, Beauty shots, Cut-outs of products, Collection of products for competition Samples, Press release, Beauty shots, Cut-outs of products Press release, Beauty shots, Cutouts of products Samples, Press release, Beauty shots, Cut-outs of products Samples, Press release, Beauty shots, Cut-outs of products
March 2015 Issue out February Jan 2015 Issue out Decemeber February 2015 Issue out January Late February 2015 issue April 2015 Issue out March
Samples, Press release, Beauty shots, Cut-outs of products Press release, Beauty shots, Cutouts of products Samples, Press release, Beauty shots, Cut-outs of products Press release, Cut-outs of products Samples, Press release, Beauty shots, Cut-outs of products Samples, Press release, Beauty shots, Cut-outs of products Samples, Press release, Beauty shots, Cut-outs of products
February 2015 Issue out January April 2015 Issue out March February 2015 Issue out January May 2015 Issue out April Early March 2015 Issue Mid March 2015 Issue
Copy Deadline
8 weeks before 9 weeks before 8 weeks before 4 weeks before 8 weeks before
8 weeks before 8 weeks before 8 weeks before 8 weeks before 4 weeks before 5 weeks before
Early April 2015 Issue 4 weeks before
The above features grid tracks all publications that have been confirmed, what reseources each publication needs and the deadline dates for publication. The grid can also be used to analyse the relationship between advertising and PR. 25
13 Social Media
Social Media is paramount to launching Mulberry Cosmetics. As mentioned previously, in the lead up to the launch a blurred image of the Felicity Jones advertising Campaign will be used to create excitement and mystery. To gain a wide audience pre-launch and launch campaigns will be across all social networks that Mulberry currently use. 26
14. Digital Marketing - E-commerce Site
To create a seamless approach to the consumer experience and as another vehicle to relay the brands ethos (Sheikh,2009), Mulberry Cosmetics will offer a variation of channels to purchase from. According to primary research, consumers like to have options as to where they purchase cosmetics. 28
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15. Advertising Campaigns
Central to Mulberry Cosmetics launch is the use of an endorser to create a high quality perception of the brand to the consumer (Pill, 2009:626). Felicity Jones will be endorsing Mulberry Cosmetics and will be used in the advertising campaigns to be featured in print, online and digital media. 30
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Underground and Piccadilly Lights
To promote Mulberry cosmetics around London, advertising will be used on the underground escalators and at Piccadilly Circus ‘Lights’. These are prominent destinations for consumers who travel to work on the underground. Piccadilly Circus receives over 1 Million visitors weekly with half of these being under 35 and a quarter under 45 (PiccadillLy Light, 2014), capturing a large amount of Mulberry Cosmetics target consumers. 32