bh cosmetics

about bh current situa tion our objectives crea tive solution

about bh
Cosmetics distributor based out of California that
brush and tool sets sells solely through the website (bhcosmetics.com)

Offers eyeshadow, lip color and concealer palettes, Fullls the consumers need for a large amount of
quality product at an optimum price

products

current situa tion

current situa tion

SWOT Analysis Industry Analysis Market Analysis Competitive Analysis Consumer Research

swot anal ysis

OPPORTUNITIES: STRENGTHS:

Large number of colors in palettes Inexpensive Highly pigmented

Establish BH in the high quality low price market Work together with consumers to create a respected reputation Fulll need for high quality, large amount of product for a low price

WEAKNESSES: Lack of colors for ethnic skin tones No brand identity

THREATS: Other companies own day to day makeup category Self-made color palettes

industry anal ysis

Extremely diverse and competitive market Covergirl, MAC, Clinique and hundreds of others Cosmetics industry worth $20 billion in the U.S. Green movement in the newest/most prominent trend organic products and green packaging

market anal ysis

Current customers are a serious makeup people More than just day-to-day wearers Use BH to get creative Invested in makeup choices and purchases Find the relatively inexpensive line to be pricey

High quality, low price, wide variety No animal testing Refund with dissatisfaction Mostly women but small portion of men such as makeup artists and people in theater Quality and variety are most important while price is less important Customers between ages 20-35

competitive anal ysis

Brand Strengths Weaknesses

MAC

professional, high quality, variety, constantly expensive, extensive process to build updating themes and colors palettes variety of colors, highly pigmented, shockresistant packaging, create palettes that arent just one product the products do what they say they will, products last a long time can buy preset palettes or single colors, extremely attractive casing very expensive, extensive process to build palettes dont have many options, products cater more to the technical parts of makeup rather than the creative aspects single colors are expensive, lack of variety in colors

Yaby

Benet

Urban Decay

research survey

Goal was to gain information about the target audience

and their thoughts on BH and the competition

Online survey 17 questions 102 respondents

resul ts

Consumers nd the price and variety of colors the most

appealing aspects of BH

Consumers dislike the lack of mirror in BHs palettes, the inability

to purchase their products in stores and lack of variety in products

Consumers like BHs competition because of the variety of

price points, long lasting makeup, high quality makeup

products offered and the ability to purchase in department stores and cosmetic retailers

Consumer needs: convenience, variety and choice, reasonable

t arget profile

our objectives

objectives
Reinvent the brand image Increase awareness of BH Reach target audience in a cost efcient manner Generate buzz and increase sales

crea tive solution

crea tive solutions

Creative Brief Creative Executions Media Plan

pigment leadership

be colorful every da y

crea tive goal s

Expand the list of products to encompass all aspects of

beauty and cosmetics more to its collection

To compete with others in the industry, BH must add

 The consumer benets from BHs variety of highly

pigmented colors for a low price

They should believe this because good things

come in big packages - the product is made from some of the best ingredients and is packaged in large amounts because the consumer should have the option to be colorful every day. seeking | glam rock | risky | express who you are without the permanence of a tattoo | dont focus on being pretty, so much that you begin to act ugly

Tone and image: spunky | loud | bright | attention

bh cosmetics

bh cosmetics

bh cosmetics

bh cosmetics

bh cosmetics

bh cosmetics

bh cosmetics

Client Spot 30 Seconds

Title Job #

Be Colorful, BH 1

Shot 1: Club , 5 seconds Music: Rihanna Whos That Chick?

Shot 2: Sleepover, 5 seconds Music: Rihanna Whos That Chick?

Shot 3: Cab to Date, 8 seconds Music: Rihanna Whos That Chick?

Shot 4: Getting Ready to Go Out, 4 seconds Music: Rihanna Whos That Chick?

Shot 5: Class Period 5 seconds Music: Rihanna Whos That Chick?

Shot 6: Logo and Slogan, 3 seconds SFX: Swoop in, Woosh Woosh, Glitter

Mirror

Sturdier Hinges Logo

50 Sliding Palette

20 Shock Absorbing

50

media plan
Geographic Weight
City
New York City Los Angeles Chicago Philadelphia Dallas/Forth Worth San Fransisco Boston

Population of Target Consumer

952,700 812,000 460,100 382,600 316,900 293,600 309,800
Optimum potential reach: 5,292,400 women between the age of 18 and 24 Ideal frequency: 3 exposures per consumer

January
week of TV- The CW TV- E! Entertainment TV- MTV TV- Style TV- Bravo Print- Seventeen Print- Teen Vogue Print- Cosmo Print- InStyle Print- Allure Print- Nylon Dept Store Counters Begin selling at Sephora Begin selling at Ulta Pop Up Stores Street Stickers Subway Ads Nicki Minaj Promo

February

March

April

May

Jan 2, 2010 9, 2010 16, 2010 23, 2010 30, 2010 6, 2010 13, 2010 20, 2010 27, 2010 6, 2010 13, 2010 20, 2010 27, 20103, 2010 10, 2010 17, 2010 24, 2010 1, 2010 8, 2010 15, 2010 22, 2010 29, 201 Jan Jan Jan Jan Feb Feb Feb Feb Mar Mar Mar Mar Apr Apr Apr Apr May May May May May

June
TV- The CW TV- E! Entertainment TV- MTV TV- Style TV- Bravo Print- Seventeen Print- Teen Vogue Print- Cosmo Print- InStyle Print- Allure Print- Nylon Dept Store Counters Selling at Sephora Begin selling at Ulta Pop Up Stores Street Stickers Subway Ads Nicki Minaj Promo

July

August

September

October

Jun 5, 2010 12, 2010 19, 2010 26, 20103, 2010 10, 2010 17, 2010 24, 2010 31, 2010 7, 2010 14, 2010 21, 2010 28, 2010 4, 2010 11, 2010 18, 2010 25, 2010 2, 2010 9, 2010 16, 2010 23, 2010 30, 2 Jun Jun Jun Jul Jul Jul Jul Jul Aug Aug Aug Aug Sep Sep Sep Sep Oct Oct Oct Oct Oct

November
TV- The CW TV- E! Entertainment TV- MTV TV- Style TV- Bravo Print- Seventeen Print- Teen Vogue Print- Cosmo Print- InStyle Print- Allure Print- Nylon Dept Store Counters Selling at Sephora Begin selling at Ulta Pop Up Stores Street Stickers Subway Ads Nicki Minaj Promo

December

Nov 6, 2010 13, 2010 20, 2010 27, 2010 4, 2010 11, 2010 18, 2010 25, 2010 Nov Nov Nov Dec Dec Dec Dec

budget breakdown
8% 2%

20%

BUDGET: 20 MILLION DOLLARS

45%

25%

Broadcast

Print

In-Store

OOH

PR/Promotion

be curious. bh. any questions?