Final Bh Presentation

7/31/2019 Final Bh Presentation

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bh cosmetics


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current situation

our objectives

creative solution

about bh


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about bh

Cosmetics distributor based out of California thatsells solely through the website (bhcosmetics.com)

Offers eyeshadow, lip color and concealer palettes,brush and tool sets

Fulfills the consumers need for a large amount ofquality product at an optimum price


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products


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current situation


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current situation

SWOT Analysis

Industry Analysis Market Analysis

Competitive Analysis

Consumer Research


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swot analysis

STRENGTHS:

Large number of colors in palettes

Inexpensive

Highly pigmented

WEAKNESSES:

Lack of colors for ethnic skin tones

No brand identity

OPPORTUNITIES:

Establish BH in the high quality lowprice market

Work together with consumers tocreate a respected reputation

Fulfill need for high quality, largeamount of product for a low price

THREATS:

Other companies own day to daymakeup category

Self-made color palettes


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industry analysis

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


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market analysis

Current customers are aserious makeup people

More than just day-to-daywearers

Use BH to get creative

Invested in makeup choices andpurchases

Find the relatively inexpensiveline 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 intheater

Quality and variety are most importantwhile price is less important

Customers between ages 20-35


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competitive analysis

Brand Strengths Weaknesses

MACprofessional, high quality, variety, constantly

updating themes and colors

expensive, extensive process to build

palettes

Yabyvariety of colors, highly pigmented, shock-resistant packaging, create palettes thatarent just one product

very expensive, extensive process to buildpalettes

Benefit 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 makeuprather than the creative aspects

Urban Decaycan buy preset palettes or single colors,extremely attractive casing

single colors are expensive, lack of varietyin colors


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research survey

Goal was to gain information about the target audienceand their thoughts on BH and the competition

Online survey 17 questions 102 respondents


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results

Consumers find the price and variety of colors the mostappealing aspects of BH

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

to purchase their products in stores and lack of variety inproducts

Consumers like BHs competition because of the variety ofproducts offered and the ability to purchase in departmentstores and cosmetic retailers

Consumer needs: convenience, variety and choice, reasonableprice points, long lasting makeup, high quality makeup


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target profile


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our objectives


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objectives

Reinvent the brand image

Increase awareness of BH Reach target audience in a cost efficient manner

Generate buzz and increase sales


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creative solution


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creative solutions

Creative Brief Creative Executions Media Plan


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pigmentleadership


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be colorfulevery day


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The consumer benefits from BHs variety of highlypigmented colors for a low price

They should believe this because good thingscome in big packages - the product is made

from some of the best ingredients and is packaged inlarge amounts because the consumer should have theoption to be colorful every day.

Tone and image: spunky | loud | bright | attentionseeking | glam rock | risky | express who you arewithout the permanence of a tattoo | dont focus onbeing pretty, so much that you begin to act ugly


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bh

cosmetics

bh

cosmetics


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bh

cosmetics

bh cosmetics


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bh cosmetics


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bhcosmetics

bh

cosmetics


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Client Title Be Colorful, BH

Spot 30 Seconds Job # 1

Shot 1: Club , 5 seconds

Music: Rihanna Whos That Chick?

Shot 2: Sleepover, 5 seconds


Shot 3: Cab to Date, 8 seconds


Shot 4: Getting Ready to Go Out, 4

seconds


Shot 5: Class Period 5 seconds


Shot 6: Logo and Slogan, 3 seconds

SFX: Swoop in, Woosh Woosh, Glitter


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Mirror

Logo

Sturdier Hinges

Sliding Palette

50 20 50

Shock Absorbing


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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

Jan 2, 2 Jan 9, 2 Jan 16, Jan 23, Jan 30, Feb 6, 2 Feb 13, Feb 20, Feb 27, Mar 6, 2 Mar 13, Mar 20, Mar 27, Apr 3, 2 Apr 10, Apr 17, Apr 24, May 1, 2 May 8, 2 May 15, May 22, May 29,

January February March April May


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TV- The CW


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


Pop Up Stores

Street Stickers

Subway Ads

Nicki Minaj Promo

Jun 5, 2 Jun 12, Jun 19, Jun 26, Jul 3, 20 Jul 10, 2 Jul 17, 2 Jul 24, 2 Jul 31, 2 Aug 7, 2 Aug 14, Aug 21, Aug 28, Sep 4, 2 Sep 11, Sep 18, Sep 25, Oct 2, 2 Oct 9, 2 Oct 16, Oct 23, Oct 30,

June July August September October


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TV- The CW


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


Pop Up Stores

Street Stickers

Subway Ads

Nicki Minaj Promo

Nov 6, 2 Nov 13, Nov 20, Nov 27, Dec 4, 20Dec 11, 2Dec 18, 2Dec 25,

November December


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budget breakdown

Broadcast Print In-Store OOH PR/Promotion

BUDGET:

20 MILLION

DOLLARS


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be curious. bh.

any questions?

Final Bh Presentation

Documents

Transcript of Final Bh Presentation