Strategy 2

A MEDIA PLAN FOR
bareMinerals
By: Brielle Adler, Alyssa Brideweser, Devan Lombardi, Erin Peretti, Tara Waldman
Table of Contents
Executive Summary............................................................................2
Situation Analysis................................................................................3
Creative Strategy...............................................................................18
Creative Execution............................................................................19
Media Objective and Strategies.........................................................21
Media Integration...............................................................................23
Media Flowchart................................................................................25
References........................................................................................26
Appendix...........................................................................................27
[1]
Executive Summary
Bare Escentuals Inc. is a company that was created
in 1976 in Los Gatos, California. In 1995, Executive
Chairman, Leslie Blodgett, launched the pioneering line
of bareMineral products, which now generates most
of Bare Escentual’s revenue. bareMinerals is also the
number one cosmetic product sold on QVC, due to its
natural minerals composition designed to enhance the
skin. Today, the brand is recognized as one of the most
popular mineral-based makeups.
cally young adults and professionals who are always
on the go. This demograhic is known to be concerned
with complexion, and tend to use makeup products
most frequently. We are striving to give these women a
dependable and affordable cosmetic that will ultimately
better their skin.
Our strategy is to inform our target audience that bareMinerals will provide them with a beautiful and healthy
complexion. Our campaign will seek to produce behavioral changes in our consumers by proving that bareMinerals is the best cosmetic brand for women to feel
the market as being one of the most trusted all natural
cosmetic, without any harmful chemicals. Not only does
[2]
overall complexion, as well.
months of the year and not advertising for the remaining three months. Our advertising will reach its optimal frequency and reach during our campaign launch
in March and again during the holiday season of Nobecause it minimizes advertising spending and promotes our product during the highest shopping periods
throughout the year.
Our campaign will consist of print advertisements in
magazines and outdoor advertisements, such as billboards and transit ads. These mediums most effectively reach our target audience. Women ages 18 to
34 are the most frequent magazine readers, and have
many opportunities to see the
billboard and transit ads while
driving to work and running errands. Our campaign aims to
ic in order to increase brand
loyalty with our customers.
Situation Analysis
Company and Brand Background
Bare Escentuals Inc. was created to empower
women. It is a company that is established on feelgood about her own skin. The Bare Escentuals
community was developed in 1976 in Los Gatos,
California (bareescentuals.com). By forming personal relationships with it’s customers, the company was able to grow and now runs over 300 privately owned boutiques and retail contracts with
various department stores and home television
networks.
In 1995, Executive Chairman of Bare Escentuals, Leslie Blodgett, launched the pioneering line
of bareMinerals products (bareescentuals.com),
which was created using 100% pure minerals. The
brand now generates most of the company’s revenue, accounting for 95.8% of net sales. By 2009
the company earned $557 million in revenue and
$98 million in net income (wikinvest.com, 2011).
[3]
In 2001, bareMinerals became the #1 selling brand
on QVC, and continues to be the number one cosmetic product sold on that network. (bareescentuals.com). bareMinerals has continued to grow and
has since won various awards. The brand name
represents the entity of the product, with each specialized mineral composite bearing one-of-a-kind
image that feeds on the public’s desire of having
makeup and healthy skin all in one. The product
also appeals to consumers in ranging income levels, with products pricing from twenty to over a
hundred dollars.
Situation Analysis
What separates bareMinerals from all other makeup brands are it’s pure ingredients. Instead of containing harsh chemicals, it is created from naturally derived minerals, making it effective and unique.
With its ideal mix of makeup and skincare, the
brand vows that the makeup is “so pure you can
sleep in it.” bareMinerals makeup is designed to
enhance skin from the outside in (affecting surface
layers of the skin).
The product has also been tested to cover rosacea and acne. All mineral formulas work in harmony to improve complexion. Because each mineral
is carefully selected, the product is sure to nourish,
energize and renew the skin.
Because the brand is known for not only enhancing beauty, but for being good for the skin as well,
the product contains ingredients to do so. bareMinerals contains sun protecting elements such as a
broad-spectrum of UVA/UVB sun protection. This
extra feature earned the brand the Original SPF 15
Foundation Award (bareescentuals.com). bareM-
[4]
inerals also contains cell-renewing power, as well,
using an Active Soil complex ingredient in their
products. This blend of potent macro and micro
minerals is used to increase cell turnover, and improve luminosity. It is also formulated to help skin
defend against environmental stress. While most
products clog pores and result in acne, bareMinerals works with one’s skin to refurbish and renew it.
Situation Analysis
Competitive Analysis
Like bareMinerals, Sheer Cover is a mineral powder brand, as well. It offers similar products as
age deals. Sheer Cover targets the same demographic as bareMinerals, appealing to women
trying to work within their budgets. Sheer cover
markets their products through a variety of different outlets, including online, magazines, and
“as-seen-on-TV” sections of certain drug stores.
However, the product is mostly endorsed through
TV infomericals, and is not available for purchase
retail stores.
From January 2012 to December 2012, the total
dollars spent on foundation powder was $36,100;
of which all was spent on US-International Displays. The total dollars spent on multi-face makeup
was $5,100; all spent on US International displays.
[5]
Mary Kay operates using multi-level marketing
strategies, including in-person and online advertising. They also utilize networking strategies, like
event hosting, to promote their products and create
brand awareness. Unlike bareMinerals, Mary Kay
does not rely on placing their product in high-end
beauty retailers. Instead, they depend on wordof-mouth endorsments to promote their products.
By using personal sales techniques, Mary Kay is
able to create intimate relationships with their customers, building brand loyalty. Unlike many other
companies, Mary Kay is privately owned so do not
have to release their sales
Situation Analysis
Mary Kay claims annual sales of roughly
$3,000,000,000. From January 2012 to December
2012, the total dollars spent on general promotions
of cosmetic and beauty aids was $384,400; of
which $314,100 was spent on magazines, $1,500
on newspapers, and $32,800 on US-International
display ads. The total dollars spent on multi-cosmetics was $4,777,000; of which $347,000 was
network TV, $576,600 was SLN TV, $161,200
was spot TV, $3,671,200 on magazines, $7,400
on newspapers, and $13,500 on US-International
display ads.
Cover Girl offers mineral powders at an affordable
price. Their marketing strategies include endorsements by celebrities, such as Ellen DeGeneres,
Pat McGrath, and Queen Latifah. They also utilize
national advertising via TV, magazines, and other well known mediums. Cover Girl is available at
drug stores and discount stores. Similar to bareM-
[6]
inerals, Cover Girl appeals to the working class of
women.
Proctor and Gamble, which owns the Cover Girl
brand, claimed a net sales of $29,500,000,000
in their 2012 Annual Report. 24% of those sales
came from beauty products like Cover Girl. From
January 2012 to December 2012, Cover girl
spent $37,896,900 total dollars on multi cosmetics, of which $2,515,200 was spent on spot TV,
$1,376,800 on SLN TV, $2,065,200 on cable TV,
$649,900 on syndication, $307,100 on spot TV,
$27,589,300 on magazines, $2,116,200 on Sunday Magazines, $393,500 on Hispanic magazines, $883,800 on US-International display ads.
The total dollars spent on general promotions of
cosmetics and beauty aids was $935,400 of which
$100 was spent on cable TV,
$100 was spent on spot TV,
$288,900 was spent on magazines, and $646,300 was
spent on US-International
display ads.
Situation Analysis
Estee Lauder makes up 19.3% of the total makeup market. Its marketing strategies rely on brand
loyalty and word-of-mouth promotions. Although
their products contain some natural ingredients,
they do not heavily advertise their products as being all-natural the way that bareMinerals does. Estee Lauder has over 30,000 points of sale, including upscale department stores, specialty retailers,
upscale perfumeries and pharmacies, and prestigious salons and spas. The company also operates freestanding retail stores and spas apart from
selling products through their own websites, stores
and duty free shops, and some other self-select
outlets. Within the company, Estee Lauder owns
their self-named Estee Lauder line, as well as a
few other high end cosmetic lines, MAC, Bobbi
Brown, and Clinique.
[7]
Although MAC appeals to consumers with a higher budget, it is a competitor of bareMinerals because it offers an entire line of mineral products.
The brand has grown through word-of-mouth endorsements by make up artists and photographers.
Bobbi Brown also offers an entire line of mineral
foundation, including some with SPF 15. Clinique
is one of the closest competitors to bareMinerals.
because it markets themselves solely as being
all-natural. The brand offers an entire line of mineral powders and foundations, promoting their
produts as “allergy tested,
100% fragrance free.”
Situation Analysis
In their 2012 Annual Report, Estee Lauder claimed
a net sales of $9,700,000,000. From January 2012
to December 2012, their total dollars spent on general promotions of cosmetic and beauty aids was
$52,800, all of which was spent on US-International display ads. The total dollars spent on multi-cosmetics was $95,400, of which $11,200 was spent
on syndication, $6,300 on spot TV, $3,600 on
US-International Display ads, and $74,400 on outdoor ads.
Revlon offers a line similar to bareMinerals powders called “Color Stay Aqua Mineral Foundation.” Instead of using separate brand names for
each product, Revlon uses their universal company name for all their products, creating strong
brand loyalty and familiarity amongst their entire line. Similar to Cover Girl, Revlon’s makeup
is affordable and sold mostly in drug stores. In
Revlon’s 2011 Annual Report, they claimed a net
sales of $13,814,000,000, and a net income of
$53,000,000. From January 2012 to December
[8]
2012, Revlon spent $3,012,200 total dollars on
multi-cosmetics, all of which was spent on magazine ads. Their professional multi-cosmetics line
spent $8,000 total dollars, all of which were outdoor advertisements.
Creative History of Brand
bareMinerals is a brand based on a feeling. It
promises its customers a product that is both top
als separates itself by selling makeup that offers
more than just beauty. Leslie Blodgett, the visionary creator of bareMinerals, shares on the brands
website how bareMinerals originated. She states,
“We started the idea that makeup could actually be
considered skincare, and we got people talking.”
This idea turned into a campaign, separating
bareMinerals from competitive brands.
Their current campaign, “Be
a Force of Beauty”, features
women who inspire us to
become more. This campaign creates an emotional
Situation Analysis
connection with its customers by showing an interest in what bareMinerals can do for them past
skincare. Under this campaign are several slosizes the distinction between simply being pretty
and possessing true beauty. For the “Be a Force of
Beauty” campaign, bareMinerals held a blind casting call for women ages 20 to 60. The representatives were not permitted to see the women who
applied until after they were selected. The women
had to complete a questionnaire about who they
were and what they were like. As to not affect their
answers, the women were not told by their agents
that the company was bareMinerals. After multiple
ed. The goal of the campaign was to seek women
who embodied qualities like inspiration, humility,
and humor. The campaign desired “something
that was much more personality-driven. The goal
was to capture women who had compelling and
interesting stories to tell.” Selecting women based
on empowerment, rather than physical appearance, creates a genuine and unique image for the
bareMinerals brand.
[9]
bareMinerals differentiates itself in the market by
not using harsh chemicals. The second slogan
bareMinerals uses is “Makeup so pure you can
sleep in it.” This shows how women can sleep in
their makeup without having to worry about irritating their skin, proving that bareMinerals will provide nourishment for women’s complexions.
Situation Analysis
Target Audience
Geography Questions
Our target audience for this year-long campaign is
and professionals who are always on-the-go. Our
product will give these women a reliable and affordable cosmetic.
We will execute our campaign through the use
outdoor advertisements, such as billboards and
transit ads. We determined our target markets by
evaluating the index numbers in major U.S. cities.
The areas with the highest index numbers have
the highest potential for sales and will be heavily
targeted in our campaign.
These markets are the Greater Los Angeles region(147), East Central region(122), including Chicago, Indianapolis, and Columbus, the Mid-Atlantic region(118), including Richmond, Charleston,
and Nashville, the New York Metro area(109), the
North East(109), including Boston and Philadelnix, Los Angeles, Portland, and Seattle.
[10]
Bare Escentuals Inc. It is the most popular line
among consumers and the number one product
sold on QVC. bareMinerals has been the leader in
the company’s expansion, and has led to substaning January 3rd, 2010. The bareMinerals foundation products compromised roughly 43.3% of net
Inc., 2009 Annual Report). Any individual interested in buying directly from the company can search
through the Bare Escentuals website. This helps
provide shoppers with the security of receiving a
high quality product and not an imitation. Shoppers who purchase online can also be eligible for
special discounts and promotions that are not offered
in stores. This in particular
can encourage shoppers to
want to visit the website in
order to get the most out of
their buying experience. If
a consumer chooses not to
Situation Analysis
purchase via web, bareMinerals products can also
be purchased in select geographic regions at Bare
Escentuals stores. Purchasing within a store gives
consumers the advantage of trying on products
before actually buying them, as well as receiving
various insight from trained beauty professionals.
bareMinerals utilizes a distinctive marketing strategy and a multi-channel distribution model. This
includes traditional retail distribution channels,
such as premium wholesale, including Sephora,
Ulta, and select department stores, spas and salons, and company-owned boutiques. The company also operates directly to consumer distribution
channels, including home shopping television on
QVC, infomercials, and online shopping. In order to increase brand awareness, loyalty, market
share, and reach favorable operating margins, the
company sells products internationally as well.
Success comes from educating consumers about
ing close personal relations with said consumers.
The company’s domestic points of distribution included roughly 868 retail locations, 123 open com-
[11]
pany-owned boutiques, and 3 outlet stores as of
January 3rd, 2010.
As shown below, the target markets in the United
States are the Greater Los Angeles region(147),
the East Central region (122), the Mid-Atlantic
region(118), the New York Metro area(109), the
Situation Analysis
Timing and Purchase Cycles
bareMinerals is the foundation that started the Mineral Makeup Revolution. Bare Escentuals opened
have been a pioneer in the cosmetic industry ever
since. Leslie Blodgett joined Bare Escentuals as
CEO in 1994. In 1995, she launched bareMinerals
and by 1999, 10 percent of $25 million in revenues
came through QVC broadcasts and Bare Escenof bareMinerals, by 2001 it was already the number one selling brand on the television shopping
channel, QVC. Now, the product line is also available at many department stores, makeup stores,
as well as online. bareMinerals has been successful through marketing themselves as a completely
natural and preservative-free cosmetic brand.
erals, she did not think they were going to make
it. She spent many late nights watching women
selling jewelry on QVC before it dawned on her
that she could do that, too. Leslie went on air on
August 30th, 1977, and that day they sold $45,000
[12]
worth of product. Women liked the products, and
them to locate where to purchase it. Soon after,
bareMinerals focus turned to distribution. By the
mid-2000’s, the company started growing so fast
At this time, they hired Myles McCormick as their
Escentuals, Inc. 2009 Annual Report, the company believes their overall business is generally not
ever, the company has indeed experienced limited
seasonality in their specialty beauty retail and company-owned boutique channels, resulting from an
increased demand of products during the holiday
season. Consumers that wear makeup generally
do so all year long, explaining why the company
does not see many seasonal
patterns. Nevertheless, it is
evident that the holiday season is a time where consumers spend more, based on
the trend of high product demand during these months.
Situation Analysis
Questions About the Media Mix
ed in 2011. The campaign cost the company about
$20 million dollars, and focused around the slogan “Be a Force of Beauty.” One of the actresses from the campaign shared, “Pretty is what you
are, while beauty is what you do with it.” Before
paign, they relied heavily on marketing to all-income consumers through infomercials. They have
a contract agreement with QVC, a leading international shopping channel with over 50 million customers. The company, however, channels to lower
economic level consumers who are more susceptible to economic downturns, which slightly altered
bareMinerals target audience. Through the use of
the infomercials, consumers can receive all the
information about these skin care cosmetics and
witness the magic of the products for themselves.
Today, bareMinerals remains the number one
cosmetic product sold on QVC. bareMinerals has
also relied on other various distribution channels,
company-owned boutiques, spas and salons, and
online shopping for distribution and brand aware-
[13]
for bareMinerals, announced that the company
realized that there was an audience not reached
through its boutiques and use of home shopping
networks like QVC. BareMinerals hired an advertising agency, TBWA/Chiat/Day Los Angeles, part
of TBWA Worldwide and the Omnicom Group,
ing in print, television, and digital ads.
Situation Analysis
Since the campaign release in 2011, Bare Minerals has run print ads in magazines such as Allure,
Elle, Health Glamour, Lucky, and Self. They have
also regulated 15 to 30 second television spots
on cable channels such as the CW, ABC, MTV,
Bravo, and Oxygen. Ads have appeared on Andriods, iPhones, and other smartphones, as well as
search ads on Google, Yahoo, and Bing websites.
Bare Minerals has also reached out through social
media by creating a Facebook application called
“Share the Force.” It allows users to post messages on a friend’s page saying the friend is a force
of beauty. Those who use the application are also
invited to a complementary “make-under” at one
of bareMinerals’ boutiques. Their mobile site also
allows users to view videos and learn more about
the products.
[14]
Within the last year, bareMinerals has spent the
most on advertising through their infomercial (most
frequently used medium) on cable and network
television with a total of $14,283,600 spent on
cable TV and $9,108,600 on network TV. These
two costs add up to a total of $23,392,200 spent
on infomercials altogether, accounting for 67.1%
of their total advertising budget of $34,866,400 in
the last year. The next most frequently used medium was magazine ads, with a total spending of
$7,950,600, followed by $2,663,500 spent publicizing on the internet and social media sites. bareMinerals recently introduced spot commercials with
their new campaign totaling $546,400 in the past
year, tailed by national newspaper promotion costing $142,900. The lesat used medium was radio
broadcasting, costing only $170,800, less than
0.5% of the total advertising
money bareMinerals dissipated within the last year.
Situation Analysis
bareMinerals’ messages are short and sweet, but
represent a major issue present in the advertising
world today. In today’s society, young women are
ing skin all over the media, creating the impression
that this is what one should look like. In their previous campaign, “Be a Force of Beauty”, bareMinerals uses real women who were chosen by their
personality, not by their looks, to be featured in
their advertisements. Unlike most makeup companies that use sex appeal and unrealistically thin
models in their advertisements, bareMinerals is
expressing that what is on the inside really matters.
The infomercials are usually about 30 minutes in
length, informing the customers about the health
ucts, while demonstrating step-by-step how to use
them. Not only do the infomercials and shorter-run
commercials focus on communicating with the
customers, but allows consumer’s to witness the
product’s success, as well. bareMinerals ensures
that their customers are completely aware of the
[15]
products before purchasing them, often offering
beauty ambassador events where bareMineral
beauty consultants conduct free “make-unders” to
clients.
bareMinerals’ advertisements and infomercials
were created to not only inform consumers, but
to emotionally transform them, as well. Customers
have the opportunity to hear stories from women
who have personally used bareMinerals from both
infomercials and website blogs. The brand emotionally connects their customers by encouraging
them they can be beautiful in their own skin.
Situation Analysis
SWOT Analysis
Strengths
One of bareMinerals’ strengths is the use of distinctive marketing strategies and a multi-channel
distribution model to target consumers most effectively. Compared to other cosmetic brands, all of
bareMinerals products are organic, natural, and
do not contain any harsh chemicals. bareMinerals’
a lot of other cosmetic lines do not. The company
refers to their makeup as being “so pure you can
sleep in it” without harming your skin. bareMinerals is an extremely credible and trusted brand, creating high brand loyalty among consumers.
[16]
Weaknesses
bareMinerals has a limited amount of company-owned boutiques. Their products are mainly sold
in department stores along side many other cosmetic brands. By not displaying bareMinerals’ products
in a stand alone setting, consumers are exposed
to a multitude of other competitve brands. Created
in 1995, bareMinerals is a newer brand and not as
established as older brands, such as Estee
Lauder, which have more time to create high
brand loyalty and trust. Because it is a new
brand, bareMinerals has only had one advertising campaign, as opposed to other mineral brands who have had various campaigns.
Situation Analysis
Threats
Opportunities
Many competitors are beginning to come out with
all-natural products, causing bareMinerals to become less and less unique over time. There are
also more established brands that have more time
and money for research compared to bareMinerals. Since bareMinerals is fairly new, there are
consumers who are already loyal to other cos-
bareMinerals has the opportunity to launch another successful campaign in order to rise above their
competitors. Since bareMinerals is a newer brand,
it has room to grow, develop, and gain consumer
loyalty. bareMinerals also has many opportunities
to use social media to reach out to product users.
By making use of various social media outlets,
such as Facebook, Twitter, and Instagram, bareMgraphic most effectively.
them to switch. bareMinerals is solely focused on
the health aspect of their cosmetics. However,
there are many consumers who are not conerned
away from bareMinerals. This gives other companies the opportunity to target these consumers in
other ways, without highlighting the organic, pure
qualities in the way bareMinerals does.
[17]
Creative Strategy
Communication Objectives
Promise
Our campaign’s goal is to inform young adults and
middle-aged women ages 18 to 24 of the health ben-
bareMinerals guarantees all natural ingredients that
will provide a healthy complexion without harmful
chemicals.
mineral composition enhances the all-natural complexion of every woman, making look young and feel
healthy. We want to initiate a relationship with our
consumers in a friendly and fun manner by creating
Tone
in her own skin. While achieving these objectives,
we hope to instill long-lasting brand loyalty and trust.
Brand Positioning
We want to position our brand to women who want
to achieve a beautiful complexion without irritating
their skin. bareMinerals is an all-natural cosmetic
from 100% pure minerals. It is the best brand to
keep your skin looking radiant at all times, allowing
your inner, natural beauty to shine through.
[18]
The tone of our campaign is pure, soft and simple.
The goal is for our campaign to be engaging and relatable to young women so they are encouraged to
look further into bareMinerals.
Slogan
1) Beauty is endless. bareMinerals is now.
2) Beauty is natural. So are we.
Executions
We will utilize print and outdoor advertisements, spemagazines and billboard and
transit ads.. We will incorporate our slogans and tone to
form one cohesive campaign.
Creative Execution
Print Ad
[19]
Creative Execution
Billboard
[20]
Media Objective and Strategies
Target Audience & Media Mix
Objective: Our objective is to target women ages 18 to
on female students and professionals who are always
on the go. Our product will give these women a reliable
and affordable cosmetic.
Strategy: We will execute our campaign through the use
door advertisements, such as billboards and transit ads.
Because our target audience are professional working
women, we decided to focus our advetising on mediums
that on-the-go women would see, and not utilize TV advertising for this campaign.
We determined our target markets by evaluating the
index numbers of major U.S. cities. The cities with the
highest potential for sales, will be heavily targeted in
our campaign. The target markets in the United States
are the Greater Los Angeles region(147), the East Central region (122), including, Chicago, Indianapolis, and
Columbus, the Mid-Atlantic region(118), including Richmond, Charleston, and Nashville, the New York Metro
area(109), the North East(109), including Boston and
Phoenix, Los Angeles, Portland, and Seattle.
[21]
Reach & Frequency
Objective: Our goal is to achieve a frequency of 2.8
during our heaviest months of advertising. Our reach will
be in the high 70’s for the months of heavier advertising,
and range from the high 50’s to low 60’s for the months
of lighter advertising.
Strategy:
ing for nine months of the year, and having three months
of no advertising. We hope to optimize our frequency
and reach during March and April, and again in November and December for the Holidays. Through both
spot-heavy and national advertising we have distributed
our budget strategically throughout the year. During our
heaviest months of advertising, our reach will range from
74.6 to 77.6, and our frequency will range from 2.3 to
2.6. During our lighter months of advertising, our reach
will range from 57.7 to 62.4, and our frequency from 1.6
to 1.8.
Media Objective and Strategies
Schedule & Timing
Geography
Strategy: To obtain our objective, bareMinerals will uti-
region(110), the New York Metro region(109), and the
Northeast region(109).
months of the year with three months of no advertising.
Budget
Objective: Our objective is to advertise the heaviest
during the beginning of our campaign launch (March and
April), and during the Holiday months (November and
December).
During the launch of our campaign in March and April,
we will optimize our reach and frequency with heavy
advertising. For the summer months of July and August
makeup sales are low. Since most consumers do not
heavily use our product during this season, we will take
these two months to conserve our budget and prepare
for September. During the Holiday season of November
and December, sales are high, therefore, we will once
again optimize our reach and frequency. After the rush of
the Holiday season, we will take a month of no advertising in February to conclude our yearlong campaign. We
will promote bareMinerals as a natural, healthy product
throughout the entire campaign.
[22]
We will target the regions with the highest index numbers, predicting the highest potential for sales. These
regions, as previously shown on the map (page 11), are
the Greater Los Angeles region(147), the East Central
Objective: The budget for our year long campaign is
$18,000,000. Because we are advertising towards a
spot heavy audience, we are only utlizing half of the
$34,866,400 from the previous year’s budget.
Strategy: We will execute our campaign through both
print and outdoor advertising. Our print advertisements
will appear in Women’s and General Intetest magazines,
costing $4,290,000 and $5,914,700 respectively. Our
outdoor advertisments will appear on billboards and transit
ads, costing $7,543,300. At the
end of our camaign, our total
expenses will be $17,748,100.
Media Integration
Strategy 1: Celebrity Signing
Objective: To promote awareness of our brand
by association with well-known celebrity, Natalie
Portman, through a product endorsement event.
Strategy: During the beginning of our campaign
launch, we will host a guest celebrity appearance
with Natalie Portman at Ulta in downtown Los Angeles. Natalie is a well-known icon in our target
demographic of young professional women, as
well as a loyal customer to the brand. Natalie is
always in the spot light, and relies on bareMinerals
to make her skin look natural and beautiful at all
times.
Natalie will endorse our product through a short
Q&A followed by an autograph signing. We will
provide a postcard version of our print ad that will
be available for Natalie to sign for all who attend
the event. Through Natalie, we hope to create and
maintain a friendly, personal relationship with our
consumers. To promote this event, we will advertise via Facebook, Twitter, and Instagram. We will
also put posters and signs around the store. We
[23]
plan to devote $1,000,000 for this project. This includes payment for Natalie’s appearance, the cost
of the signs and posters to promote the event,
along with a contract with Ulta to host the event.
Strategy 2: Giveaway
Objective: To promote our campaign by giving
away free products in order to create excitement
in our consumers about our brand.
Strategy: For our back to school campaign, which
launches in September, we will partner with a couple cosmetic retailers, Ulta and Sephora, to host
our promotional give away. For this promotion, we
at each store with a free, small make-up pouch
ples from our product line.
These sample products
will be the products that
we are heavily advertising
for that month.
Media Integration
To promote this event, we will send direct mail to
previous customers alerting them of the giveaway,
along with placing a promotional insertion in both
women and general interests magazines. With the
cost of the mailing, and the insertions, along with
the cost of the free merchandise, we plan to spend
roughly $500,000 on this promotion.
Strategy 3: $50, $100 Purchase Prize
Objective: To encourage a behavioral change in
our consumers to buy our product by rewarding
them with prizes for each benchmark purchase.
Strategy: Frequently throughout our yearlong
campaign we will have purchase prizes for customers who spend benchmark amounts of either
$50 or $100. The prize will be a small giveaway
item that they can claim at their location of purchase. $50 spenders will receive a small make-up
bag and $100 spenders will receive a larger tote
bag.
[24]
We will promote this purchase prize similarly to
our giveaway promotion, using a combination of
insertions in magazine publications as well as instore advertisements. Each individual store that
sells bareMinerals products will independently
promote this purchase prize, as well. We plan to
spend roughly $750,000 on this promotional strategy, including the cost of advertising, and the cost
of the actual prizes.
Media Flowchart
[25]
References
“2012 Annual Report.” (2012, June 30). In investors.elcompanies.com. Retrieved April 19, 2013 from http://www.investors.elcompanies.com/phoe
nix.vhtml?c=109458&p=irol-reportsannual
"Bare Escentuals (BARE)." Form 10-K. (n.d.). In Wikinvest. Retrieved February 26, 2013 from http://www.wikinvest.com/stock/Bare_Escentu
als_%28BARE%29
Bare Escentuals Beauty, Inc. “Meet Leslie.” (n.d.). In Bareescentuals.com. Retrieved February 26, 2013 from http://www.bareescentuals.com/on/
demandware.store/Sites-BareEscentuals-Site/default/Experience-Show?cgid=BE_SUB_ MEET_LESLIE
Bare Escentuals Beauty, Inc. “Why Minerals?” (n.d.). In Bareescentuals.com. Retrieved February 26, 2013 from http://www.bareescentuals.com/
on/demandware.store/Sites-BareEscentuals-Site/default/Experience-Show?cgid=BE_SUB_DIFF
“How I Did It: Leslie Blodgett of Bare Escentuals.” (n.d.). In Inc.com. Retrieved February 26, 2013 from http://www.inc.com/magazine/20100701/
how-i-did-it-leslie-blodgett-of-bare-escentuals.html
“Is Mary Kay a “pink pyramid” scheme?” (2012, August 22). In CBS News. Retrieved April 18, 2013 from http://www.
505125_162-57497314/is-mary-kay-a-pink-pyramid-scheme/
cbsnews.com/8301-
"Makeup & Beauty Products, Makeup Tips, Try On Looks & More | COVERGIRL." (n.d.). In Makeup & Beauty Products, Makeup Tips, Try On Looks
& More. Retrieved February 26, 2013 from http://www.covergirl.com
2013 from http://www.sheercover.com
PG_2012_AnnualReport.pdf
Premium Beauty Media. “BareMinerals: Success through Recommendation.” (2011, June 14). In Premium Beauty News. Retrieved February 26,
2013 from http://www.premiumbeautynews.com/en/bareMinerals-success-through,3148? checklang=1
“Revlon Inc. 2011 Annual Report.) (n.d.). In annualreports.com. Retrieved April 19, 2013 from http://www.annualreports.com/company/784
"Revlon Reports 2012 Results." (n.d.). In Talkstock.com. Retrieved from http://www.revlon.com SHISEIDO. "Shiseido Deploys BareMinerals to
Brazil." (n.d.). In Group.shiseido.com. Retrieved February 26, 2013 from http://group.shiseido.com/releimg/1966-e.pdf
Wolfenden, Elizabeth M. "Information on BareMinerals." (2010, September). Livestrong.com. Retrieved February 26, 2012 from http://www.lives
trong.com
[26]
Appendix
Ad Spender- bareMinerals
Untitled Report
Column1
PRODUCT
bareMinerals : Cosmetics DR
bareMinerals : Foundation : Powder
bareMinerals : General Promotion - Cosmetic & Beauty Aids
bareMinerals : General Promotion - Skin Care Products
bareMinerals : Vignette
bareMinerals Active Cell Renewal Night : Facial Moisturizer : Serum
bareMinerals Blemish Therapy : Foundation : Powder
bareMinerals Firming Eye Treatment : Anti-Aging Eye Treatment
bareMinerals Original : Foundation : Powder
bareMinerals READY : Blush : Powder
bareMinerals READY : Bronzer
bareMinerals READY : Eye Shadow
bareMinerals READY : Foundation
bareMinerals READY : Foundation : Compact
bareMinerals READY : Multi Cosmetics
bareMinerals Store : Online
GRAND TOTAL
Column2
Column3
Column4
Column5
Column6
Column7
Column8
Column9
TOTAL (000)
NETWORK TV
CABLE TV
SYNDICATION
SPOT TV
MAGAZINES
NATL NEWSP
US INT-DISPLAY
8649.3
7944.1
170.8
534.4
7644.3
4632.8
2623
11.1
160.5
216.9
1.8
0.9
1
1.5
1.5
16.8
16.8
414
414
41.7
41.7
0.2
0.2
2148.8
2148.8
3.5
3.5
15.8
15.8
5350.7
1875.9
807.3
2662.3
5.2
1397.3
1397.3
1901.2
1581.8
142.9
176.5
5492.1
2599.9
2892.2
1787.5
1787.5
34866.4
9108.6
14283.6
170.8
546.4
7950.6
142.9
2663.5
*Columns indicate cost in thousands
[27]
Appendix
Ad Spender- Competitors
Column1
PRODUCT
Cover Girl : Corporate Promotion
Cover Girl : General Promotion - Cosmetic & Beauty Aids
Cover Girl : Multi Beauty Aids
Cover Girl : Multi Cosmetics
Cover Girl : Multi Face Makeup
Cover Girl : Online
Mary Kay : General Promotion - Cosmetic & Beauty Aids
Mary Kay : Multi Beauty Aids
Mary Kay : Multi Cosmetics
Mary Kay Compact Mini : Multi Cosmetics : Compact
Mary Kay Cosmetics Inc : Corporate Promotion
Mary Kay Cosmetics Inc : Online
Sheer Cover : Foundation : Powder
Sheer Cover : Multi Face Makeup
Sheer Cover : Online
Sheer Cover : Powder Foundation DR
Estee Lauder : General Promotion - Cosmetic & Beauty Aids
Estee Lauder : Multi Beauty Aids
Estee Lauder : Multi Cosmetics
Estee Lauder : Online
Estee Lauder Cos Inc : Corporate Promotion
Estee Lauder Inc : Corporate Promotion
Column2
TOTAL (000)
774.6
935.4
263.9
37896.9
874.4
827.8
348.4
1549.7
4777
312.4
2486.8
22.6
36.1
5.1
161.2
6762.4
52.8
4700.3
95.4
15.7
2247.4
23.3
Column3
NETWORK TV
Column4
SLN TV
278.1
2515.2
42.7
347
713.8
Column5
CABLE TV
Column6
SYNDICATION
Column7
SPOT TV
15
0.1
1376.8
56
576.6
1074.3
2065.2
0.5
161.2
Column8
MAGAZINE
0.1
649.9
314.1
1528.8
3671.2
135.1
641.1
307.1
Column9
SUNDAY MAGS
44.1
288.9
130.1
27589.3
716.5
Column10
HISP MAG
Column11
NEWSPAPER
Column12
US INT-DISPLAY
314
2116.2
1.5
1.1
7.4
69.5
57.6
79.2
393.5
Column13
OUTDOOR
123.4
646.3
34.9
883.8
58.6
827.8
19.8
32.8
19.8
13.5
107.8
20.1
2.5
36.1
5.1
161.2
6762.4
11.2
52.8
1.4
3.6
15.7
6.3
4698.9
74.4
2247.4
23.3
*Columns indicate cost in thousands
[28]
Appendix
Competitive Spending Comparison
[29]
Appendix
Ostrow Model
[30]
Appendix
Simmons
[31]
[32]