Historical Context ............................................................................................................................

t able of contentS

Situation Analysis ............................................................................................................................... 5 Competitive Analysis ....................................................................................................................... 6 Industry Analysis ................................................................................................................................. 7 Market Analysis ................................................................................................................................... 8 Marketing Strategy ............................................................................................................................10 Consumer Research ........................................................................................................................ 11 Media Plan ............................................................................................................................................. 24 Media Rollout ...................................................................................................................................... 26 Budget Breakdown ........................................................................................................................... 27 Media Schedule .................................................................................................................................. 28 Creative Brief ....................................................................................................................................... 29 Creative Executions .......................................................................................................................... 32

BH Cosmetics is an unknown cosmetics distributor based out of California that focuses on selling high quality makeup for low prices exclusively through their website bhcosmetics.com. They target young women that desire professional and quality eyeshadow while including the need to watch their money. BH Cosmetics prime selling product is their eyeshadow palettes, however they have included some lip, blush and tool packages as well to fulll customers need for multiple beauty products at an optimum price. They also provide the purchase request option for wholesale to professionals.

hiStorical context

BH Cosmetics company information is lacking on their website and the presence of their historical context is virtually impossible to nd on any other websites and databases. BHs corporate ofces are based out of California and the company processes and ships solely though the United States. They offer the option for customers to track their orders through the website.

Situa tion anal SiS y

Strengths: Large numbers of color in every palette | Great way for aspiring/amateur makeup artists to build kits without splurging | Highly pigmented (a little goes a long way) Weaknesses: Products do not cater to ethnic skin tones | Zero branding (perceived to be low quality for the low price) | No company history or background information available Opportunities: Position the brand and make BH known for its high quality product for a low price (take over this untouched area within the cosmetics industry) | Appeal to consumers by focusing on all positives and how they can work together to create a respected yet unknown brand | Fulll the need for a high quality, large amount of product for a low price Threats: The brand is recognized as a costume makeup brand, other cosmetics brands ll this void and push BH out of the dayto-day category | The brand has an inability to compete with small palettes which deters consumers that only need a small amount of product away | Consumers cannot choose the color of their palettes

competitive anal SiS y

Brand MAC Yaby Benet Urban Decay Strengths
professional, high quality, variety, constantly updating themes and colors

Weaknesses
expensive, extensive process to build palettes

variety of colors, highly pigmented, shockvery expensive, extensive process to build resistant packaging, create palettes that arent palettes just one product the products do what they say they will, products last a long time 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

can buy preset palettes or single colors, extremely attractive casing

induStry anal SiS y

BH cosmetics is part of the extremely diverse and competitive cosmetics market. More specically, they compete against other online makeup retailers. Currently, BH competes against well-established brands such as Covergirl, MAC, Clinique and hundreds of others. The cosmetics industry is a giant, worth an estimated $20 billion in the United States alone. The most prominent trend in the cosmetics industry is the green movement. Like in other industries, there has been a push for more organic products and green packaging.
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market anal SiS y

Currently, information on the customers and their buying patterns is unavailable. Due to the youth of the company, data is extremely limited. After searching BH Cosmetics in ebscohost, $pender, Business and Company Resource Center, Hoovers Online, LexisNexis Academic, ProQuest Business, MultiSearch, Wall Street Journal, Gale databases and others, no information could be found about the brands actual consumers and their sale records. Multiple extensive Google searches turned up no results as well.

Based off information from the website and YouTube channel feedback, we complied observations from user commentary, patterns in consumer use and reviews:

The current customers of BH Cosmetics are more of a serious makeup crowd than just day-to-day wearers. The majority of the users, based on user commentary on the BH website as well as other reviews, seem to use the make up to get creative. Such users consist of people invested in their makeup choices and searching for variety in what they purchase. From browsing the customer reviews, we have also found the BH Cosmetic user to be monetarily conscious in their makeup purchases and some even nd the relatively inexpensive line to be a bit pricey. Important aspects of BH cosmetics that consumers are looking for are that the line is of a high quality, stays at a low price, contains a very wide variety of colors and palettes for many uses, does not test on animals and gives a full refund of their products if the customer is not satised. The majority of customers appear to be women, based on the commentary and feedback on the BH website and other reviews, but there is a small population of men such as makeup artists and men who work in theater. The quality and variety of the makeup seems to be of high importance to customers of BH while the price seems to be a smaller issue. The customers also appear to be an older crowd between the ages of 20-35.

marketingStra tegy

Segmentation: Our consumers are heavy users | Single, young women making from $5,000-$35,000 a year, either students or full time employees, with a bachelors degree in process or completed | Emotional benets: self expressive | Reside in urban areas in North America | Commitment level: switchers - fun, independent, spontaneous lifestyle Target prole: Sierra. typical consumer. 20 years old. Student. Lives in Boston. Works in retail. Full time student, works two nights a week, goes out on weekends. Social buttery. Vacations to the Bahamas with family. Single and independent.

Target audience: Single, urban young women ages 15-25 characteristics Positioning statement: Pigment leadership Value proposition: Be colorful everyday

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conSumer reSearch

The consumer: females | ages 15 to 25 Characteristics: edgy | adventurous - playful | multi-faceted | free spirited | energetic | spontaneous | curious

Research survey: online survey | 17 questions | 102 respondents

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Age of Respondents

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How often do you purchase makeup?

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Where do you usually purchase makeup?

Drug store Makeup counter in a department store Large makeup retailer Online Other

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What brands do you currently own the most of?

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Which of the following match with your makeup routine?

Only foundation Foundation and mascara Foundation, mascara and bronzer Foundation, mascara, bronzer and eyeliner Foundation, mascara, bronzer, eyeliner and eyeshadow I dont wear makeup

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Have you ever heard of BH before this survey?

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Would you purchase a product from BH?

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What do you nd most appealing about BHs products?

Large amount of pigment High pigment quality Cost of product Packaging Variety of colors

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Please rate the following characteristics on how important or unimportant they are to you when purchasing makeup:
Large amount of product High pigment quality Cost of product

Packaging

Variety of colors

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What are the consumers likes/dislikes of BH? Likes: price, variety of colors, amount of product, cool packaging | Dislikes: powdery at times, needs a shockproof case (colors break in half), can only buy online, no mirror, cant create own palate, needs more variety in product (i.e. foundation, liner, polish) What are the consumers likes/dislikes of competitors products? Likes: create your own palette, abundance of different products (i.e. foundation, liner, polish), themed sets (i.e. Hello Kitty, Disney), in-store kiosks that can do makeup, able to purchase at retailers, department stores and online, used by professionals | Dislikes: expensive, unattractive packaging, poor customer service at times What are the opportunities for BH? Design and implement a kiosk for retail stores like Sephora and Ulta Beauty -design and implement a counter for department stores | Release new products, like nail polish, foundation, eyeliner and mascara | Because of the extensive color options and sheer size of the product, BH could be a formidable presence in the less competitive market for professional makeup artists | The price of the product and the vivid/playful color options make it easily accessible to a more experimental tween audience

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What are the consumers beliefs about BH? I consider the variety of colors, the large amount of product and the low cost BH has to offer appealing | BHs products are not high quality What are the consumers attitudes about BH? Indifferent and nonexistent; most havent heard of BH and werent particularly swayed after visiting their website and browsing what they have to offer What are BHs consumers needs? convenience | variety and choice | reasonable pricing | long lasting makeup | high quality makeup What does BH need to nd out to effectively communicate with its consumers? Need to effectively communicate the quality and personality of the product | If this happens, consumers will be drawn to the value of the product and then feel connected personally to the brand

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conSumer reSearch

Field work: Team member and makeup artist Alex Oanono had her team of stylists use BH products during a recent photo shoot for emMagazine

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Geographic Weight
City Population of Target Consumer 952,700 812,000 460,100 382,600 316,900 293,600 309,800

media plan

New York City Los Angeles Chicago Philadelphia Dallas/Forth Worth San Fransisco Boston

Optimum potential reach: 5,292,400 women between the age of 18 and 24 Ideal frequency: 3 exposures per consumer

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media plan

Objectives: Increase awareness about BH cosmetics to sell more product | Reach target audience in a cost efcient manner | Generate buzz and increase sales

Media Mix Class

Broadcast (TV) Print (Magazine) In-Store (Department Stores) In-Store (Retailers) Out of Home Celebrity Sponsorship

Vehicles
The CW, E! Entertainment, MTV, NBC, Style, Bravo Seventeen, Teen Vogue, Cosmopolitan, InStyle, Lucky, Allure, Nylon Macys, Nordstrom, Lord & Taylor Sephora, Ulta Pop-up stores, street/guerilla ads Nicki Minaj, Willow Smith

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Media Rollout

week of Jan 2, 2010 9, 2010 16, 2010 2010 2010 2010 13, Feb 20, Feb 27, Mar 6, 2010 13, Mar 20, Mar 27, Apr 3, 2010 10, 2010 2010 2010 1, 2010 8, 2010 15,May 22,May 29, 2010 Jan Jan Jan 23, Jan 30, Feb 6, Feb 2010 2010 2010 Mar 2010 2010 2010 Apr Apr 17, Apr 24, May May May 2010 2010 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 Jun 5, 2010 12, 2010 2010 2010 2010 10, 2010 2010 2010 2010 7, 2010 14, Aug 21, Aug 28, Sep 4, 2010 11, Sep 18, Sep 25, Oct 2, 2010 9, 2010 16, 2010 2010 2010 Jun Jun 19, Jun 26, Jul 3, Jul Jul 17, Jul 24, Jul 31, Aug Aug 2010 2010 2010 Sep 2010 2010 2010 Oct Oct Oct 23, Oct 30, 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

January

February

March

April

May

June

July

August

September

October

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 Begin selling at Sephora Begin selling at Ulta Pop Up Stores Street Stickers Subway Ads Nicki Minaj Promo

December

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

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budget breakdown
8% 2%

BUDGET: 20 MILLION DOLLARS

20% 45%

25%

Broadcast

Print

In-Store

OOH

PR/Promotion

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media Schedule

Flighting, with an emphasis on holiday and prom seasons December 2010: Revamp the website and online shopping experience | Produce and execute guerilla marketing sticker campaign in Boston, NY and LA to hopefully generate sales for the holidays | Produce rst set of print ads January/February 2011: Start coordinating and designing pop-up stores | Purchase ad space for print | Produce TV commercial May/June 2011: Execute pop-up stores in time for prom season Periods of Heavy-up Advertising: Mid December | Early February | Last April | May | Early June | Late July | Late August | Late September | October | Early November

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crea tive brief

The concept is to expand the list of products to encompass all aspects of beauty and cosmetics. Currently, BHs list of products only includes palettes for eyeshadows, blushes, and lip glosses. In order to compete with other brands, BH needs to add more to its collection. Objectives: (Primary) Reinvent the brand image/awareness | Sell BH products | Increase audience awareness of BH Key Consumer Benets: High-quality pigment | Variety and assortment of colors Reason to believe: 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. Tone and image: spunky | loud | bright | attention 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

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PIGMENT LEADERSHIP positioning statement BE COLORFUL EVERY DAY value proposition

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crea tive brief

Creative considerations: Guerilla campaign: stickers of eyes with intense and creative makeup to put all over people and places | Training ads: how to apply BH makeup | Design a kiosk for a department store | Design a stand for cosmetic retailer | Design a pop-up store | Print ads Budget: Production of a TV commercial | Air time | Sticker production and distribution | Popup store production and supplies | Labor costs | 15 employees in 5 cities | 90 employees paid $10/hr
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crea tive executionS

32

website

33

youtube page

34

packaging

35

guerilla campaign

36

pop-up storefront

37

in-store display

38

nail polish

39

bh cosmetics

print ads

bh cosmetics

bh cosmetics

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print ads

bh cosmetics

bh cosmetics

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bh cosmetics

print ads
bh cosmetics

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subway advertising

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Client Spot

Title Job #

Shot 1: Music:

Shot 2: Music:

Shot 3: Music:

Shot 4: Music:
!

Shot 5: Music:

Shot 6: SFX:

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