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Leanani
- 1. Leanani Campaign Road Map April 2016
- 2. Table of Contents 1. Market Size 2. Demographics 3. Competitors 4. The Unique Selling Proposition 5. Marketing Strategy
- 3. You can have all the facts and figures, all the supporting evidence, all the endorsement that you want, but if at the end of the day you dont command trust, you wont get anywhere. Neil FitzGerald (2001) Former CEO of Unilever
- 4. Brand trust is critical for brand success. 83% will recommend a brand to other people when they trust it. 82% will use the products & services frequently 78% will look to it first for the things they want 78% will give its new products and services a chance 47% will pay more for its products and services
- 5. Market Size
- 6. Marketplace Potential The US is the biggest beauty/personal care market in the world. The US cosmetics market is estimated to exceed $62 billion in 2016. $17.3 billion was generated by online and mail order sales in 2013. 23.1% of women in the U.S. are ages 1218
- 7. Market Trends According to Mintels Color Cosmetics US 2015 report, one of the latest trends driving interest in the category is bold, groomed brows, with 25% of American women using eyebrow pencils and one in five women wearing eyebrow make-up on a regular basis In line with the bold and defined eye trend, multi- outlet (MULO) sales of eye liner have grown by 5% since 2014, with long-lasting results and precise application driving strong segment gains.
- 8. Market Buzz About Japanese Cosmetics I love how the brand's focus on perfection, perfect lips, perfect eyeliner, perfect lashes.
- 9. Teen Trends in the Beauty Industry Teens want value, but not at the expense of quality Prestige is important, this generation likes high-end brands In a national survey among teens, MAC was one of the top five most-cited brands, highest in prestige, and many respondents expressed a desire to buy more or plans to increase their purchases as their disposable income rises 80% believe value and product quality to be the most important factor in a brand 40% frequently or almost always shop at mass merchant stores like Target, Wal-Mart, CVS and Walgreens 30% frequently shop at multi-brand beauty stores like Sephora, Ulta, Blue Mercury and Sally Beauty
- 10. Demographics
- 11. Target Audience Teen Girls Age 12 -19 Obsessive about sharing information via social media Equally as interested in discovering information as they are sharing it Prefer content thats delivered in real time Want to participate and be involved Often egocentric Care about what other people are thinking
- 12. What Teen Girls Are Saying Why Do They Wear Makeup? When asked, teens didnt say they wear makeup to feel older, more mature, or trendy. They wear it to feel pretty and confident. However, they prefer a lighter, airy look. Dirty Habits According to the survey, teen girls purchase new makeup at least every six months. Samples, please! While influence from mothers and friends encourage product choice and purchase more than advertising, girls want to see firsthand what the makeup can really do for them.
- 13. What Mom is Saying Au-natural Mothers dont mind if their daughters wear makeup as long as the look is light. They prefer products such as mascara, eye shadow, and lip-glosses. Monthly Allowance Mothers are willing to spend an average of $13.54 a month on makeup for their daughter, more if coupons and savings are involved. Samples Please! Samples highly influence their purchasing decisions.
- 14. Teen Digital Trends Teens dont read top websites (73% dont read Buzzfeed, 96% dont read Gawker or Mashable) 72% of teens use Facebook messenger as a top communicating tool (only 20% use GChat) 65% use SnapChat; teens are obsessed with video 97% use YouTube 77% of high school seniors reportedly using Pandora Teens dont have their own money - so savings and price are important
- 15. Competitors
- 16. Extensive line of liquid eyeliners and eyebrow products ranging from $16 to $23 MAC has created a new type of store to appeal to Millennials and Generation Z. YouTube makeup tutorials Uses social media to announce new products, post articles, behind the scenes coverage of events and customer service
- 17. Multiple liquid eyeliners and double ended products ranging from $4.49 to $9.99 New campaign marketed towards females between 12-18 with celebrity models such as Katy Perry and Taylor Swift Glamorous and affordable girl next door look Very engaging on social media. Interesting and relevant content.
- 18. Large amount of eyeliner and eyebrow products ranging from $4.42 - $9.99 Celebrates individuality and confidence while making a bold statement Bringing together cosmetics and the fashion industry Owned by LOREAL Uses social media for customer service and to promote new products
- 19. What we realized is that we shouldnt create just one piece of content that will be relevant to the majority of people. Instead were creating many different assets that address the specific needs of consumers. Former LOr辿al CMO Marc Speichart Large amount of eyeliners and eyebrow pencils, including the Brow Stylist Sculptor 3 in 1 Eyebrow Pencil, ranging from $6.50 - $14.99 High-end, bold and daring look Uses social media primarily to display featured looks
- 20. Youth oriented Very affordable All products and kits are under $10 Promotes bright eyes and bold brows Encourages customers to submit their selfies Offers coupons on social media
- 21. Bold, bright colors Promotes individuality Edgy Dangerously fun Uses social media for customer service and to announce new products and post articles
- 23. Unique Selling Propositions An attainable and affordable product for all young women from Japan endorsed by Miranda Kerr Compact 3-in-1 Eyebrow pen, sponge, and brush. Long-lasting eye makeup that wont smudge Liquid liner with a fine-point brush
- 25. The U.S. Digital Teen Digital teens were born into a digital world They live digital They grew up digital
- 26. The U.S. Digital Teen is Highly Connected
- 27. U. S. Digital Teens are selective with Content
- 28. Digital teens are broadly connected and highly selective So what are the drivers of their digital behavior?
- 29. U.S. Digital Teen Drivers Excite - They want fun games and content that gets them pumped! Explore - They like to explore what famous people are doing in their lives, what products they are using etc. Express - They use the internet as a way to express themselves Connect - They use social media to connect with friends and family Manage - They self-monitor their social and digital usage to ensure it balances out with school and other activities Support - They go to the internet to get advice and seek support
- 30. Strategy Awareness Build brand awareness via omni-channel campaign Engage Excite and engage consumers via digital pull through Convert Convert consumers and motivate them to action via savings and offers Expand Expand market opportunity via retail distribution Strategy
- 31. Strategic Road Map EXCITE TEEN GIRLS ABOUT LEANANI CONNECT WITH TEEN GIRLS AND CREATE A DIGITAL EXPERIENCE THEY WANT TO BE PART OF ENCOURAGE CUSTOMERS TO EXPRESS AND SHARE
- 32. CONTENT STRATEGY SUBSTANCE STRUCTURE GOVERNANCE WORKFLOW Your content strategy is essential for defining where you will focus your efforts to improve substance, workflow, structure and governance of content. It must clearly define what you will and will not do What is your story, brand elements, voice, tone Determining content organization, categorization, structural elements Where your content is living How your content can be leveraged across platforms Content is Key
- 33. Display ads with strong call to action Customer Service Sample Boxes Surveys Social Media Influencer Outreach Blog Content Video/E-detail content Expert blog content Landing page optimization Ecommerce SEO PPC Affiliate Influencer Outreach TV Reach Act ConvertEngage Brand Strategy
- 34. Leanani will develop a website for teens where they can purchase the product, get samples sent to their house, post videos of their makeup routines, have questions answered by beauty consultants, and learn about new trends and how-tos in makeup application. This site will also be available on a mobile platform. Teen Website
- 35. Leanani Teen App In this app, girls will be able to upload a picture of themselves and try on the products. While seeing themselves with different looks, girls can get a feel of the products they may be interested in buying or sampling.
- 36. Technology is a main factor in the everyday lives of girls within our target markets. Social media will encourage interaction between Leanani and the target market through online conversations. Every month Leanani will send out a package of select makeup products to the top twenty influential teen bloggers and vloggers who will write or record videos based upon their experience. Influencer Outreach
- 37. Leanani At the Prom Leanani will assemble a team of hair and makeup artists to surprise a number of high schools from the first weekend of April to the second weekend of June. The afternoon before the event, the females at the selected schools will have the chance to come to the Leanani sight (located at their school) and have their hair and makeup done for free. Mothers and sisters of the girls are also invited so they can look just as good with their daughters and sisters in pre-dance photos. The make-overs will be videotaped for YouTube and can be streamed on Periscope
- 38. Coupon Ads Leanani will leverage digital ads to offer online coupons with strong offers to drive teen girls to the site to purchase the product.
- 39. Social Media Social Media will be leveraged to create an engaging relationship with the Leanani girl. How to videos, Contests, and Testimonials will be leveraged. In addition, Miranda Kerr will be leveraged via social media to help create buzz with her following.
- 40. Back to School Campaign Develop a back to school campaign for Leanani highlighting teen makeovers and how you can pair your makeup look with your new school outfits.
- 41. A Variety of Social Media Platforms will be Leveraged Facebook is not enough. Leanani will need to leverage YouTube, Pinterest, Yik Yak, Twitter, Snapchat, Periscope, We Heart It, Vine, Tumblr
- 42. Package Design Package design should be brightly colored to grab attention and have a cute appeal to attract a younger market. Create a Leanani kit: Include either eyebrow pencil and eyeliner or eyebrow pencil and mascara. 3 kits for blonde, brunette, and black hair colors. Package in easy-to-carry case for easy travel. Some competitors to look to for packaging inspiration: TonyMoly, Too Faced, Urban Decay, and Etude.
- 43. Package Design Continued Include makeup looks and brief how-tos with packaging. Example shown: Too Faced Stardust Eyeshadow Pallette guide.
- 44. Roadmap to Success Timeline Step 6
- 45. Operations - Road to Success
- 46. Operations - Flow Chart to Success