BH Cosmetics Plansbook

7/31/2019 BH Cosmetics Plansbook

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Historical Context ............................................................................................................................ 4

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


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BH Cosmetics is an unknown cosmetics distributor basedout of California that focuses on selling high quality makeup

for low prices exclusively through their websitebhcosmetics.com. They target young women that desireprofessional and quality eyeshadow while including the need

to watch their money.

BH Cosmetics prime selling product is their eyeshadowpalettes, however they have included some lip, blush and toolpackages as well to fulfill customers need for multiple beauty

products at an optimum price. They also provide thepurchase request option for wholesale to professionals.

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BH Cosmetics company information is lackingon their website and the presence of theirhistorical context is virtually impossible to findon any other websites and databases.

BHs corporate offices are based out ofCalifornia and the company processes andships solely though the United States. They

offer the option for customers to track theirorders through the website.

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Strengths: Large numbers of color in every palette | Great wayfor 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 | Zerobranding (perceived to be low quality for the low price) | Nocompany 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 untouchedarea within the cosmetics industry) | Appeal to consumers byfocusing on all positives and how they can work together tocreate a respected yet unknown brand | Fulfill the need for a highquality, large amount of product for a low price

Threats: The brand is recognized as a costume makeup brand,other cosmetics brands fill this void and push BH out of the day-

to-day category| The brand has an inability to compete withsmall palettes which deters consumers that only need a smallamount of product away| Consumers cannot choose the colorof their palettes

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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 that arent

just one product

very expensive, extensive process to build

palettes

Benefitthe 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

Urban Decaycan buy preset palettes or single colors,

extremely attractive casing

single colors are expensive, lack of variety in

colors

competitive analySiS

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BH cosmetics is part of the extremely diverse

and competitive cosmetics market. Morespecifically, they compete against other onlinemakeup retailers. Currently, BH competesagainst well-established brands such asCovergirl, MAC, Clinique and hundreds ofothers. The cosmetics industry is a giant, worthan estimated $20 billion in the United Statesalone. The most prominent trend in thecosmetics industry is the green movement.Like in other industries, there has been a pushfor more organic products and greenpackaging.

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mark

etanalySiS Currently, information on the customers and

their buying patterns is unavailable. Due to theyouth of the company, data is extremelylimited. After searching BH Cosmetics inebscohost, $pender, Business and Company

Resource Center, Hoovers Online, LexisNexisAcademic, ProQuest Business, MultiSearch,

Wall Street Journal, Gale databases andothers, no information could be found about

the brands actual consumers and their salerecords. Multiple extensive Google searches

turned up no results as well.

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Based off information from the website and YouTube channel feedback, we compliedobservations 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 commentaryon the BH website as well as other reviews, seem to use the make up to getcreative. Such users consist of people invested in their makeup choices andsearching for variety in what they purchase. From browsing the customer reviews,we have also found the BH Cosmetic user to be monetarily conscious in theirmakeup purchases and some even find the relatively inexpensive line to be a bitpricey. 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 ofcolors and palettes for many uses, does not test on animals and gives a full refundof their products if the customer is not satisfied. 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 andmen who work in theater. The quality and variety of the makeup seems to be ofhigh 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.

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Segmentation: Our consumers are heavy users | Single, youngwomen making from $5,000-$35,000 a year, either students orfull time employees, with a bachelors degree in process orcompleted | Emotional benefits: self expressive | Reside in urbanareas in North America | Commitment level: switchers - fun,independent, spontaneous lifestyle

Target audience: Single, urban young women ages 15-25 -

characteristics

Positioning statement: Pigment leadership

Value proposition: Be colorful everyday

Target profile: 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 butterfly. Vacations to the Bahamas with family. Single and independent.

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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 find 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 howimportant or unimportant they are to you whenpurchasing 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 shockproofcase (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: createyour 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 topurchase 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 retailstores like Sephora and Ulta Beauty -design and implement a counter fordepartment stores | Release new products, like nail polish, foundation, eyeliner andmascara | Because of the extensive color options and sheer size of the product, BH

could be a formidable presence in the less competitive market for professionalmakeup artists | The price of the product and the vivid/playful color options makeit 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, thelarge amount of product and the low cost BH has to offer appealing | BHsproducts are not high quality

What are the consumers attitudes about BH? Indifferent and nonexistent; mosthavent heard of BH and werent par ticularly swayed after visiting their websiteand browsing what they have to offer

What are BHs consumers needs? convenience | variety and choice | reasonablepricing | long lasting makeup | high quality makeup

What does BH need to find out to effectively communicate with itsconsumers? Need to effectively communicate the quality and personality of the

product | If this happens, consumers will be drawn to the value of the productand then feel connected personally to the brand

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nSum

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rch Field work: Team member and makeup ar tist Alex Oanono

had her team of stylists use BH products during a recent

photo shoot for emMagazine

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Geographic Weight

Optimum potential reach: 5,292,400 women between the ageof 18 and 24

Ideal frequency: 3 exposures per consumer

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City Population of Target Consumer

New York City 952,700

Los Angeles 812,000

Chicago 460,100

Philadelphia 382,600

Dallas/Forth Worth 316,900San Fransisco 293,600

Boston 309,800


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Objectives: Increase awareness about BH cosmetics to sell more

product | Reach target audience in a cost efficient manner|Generate buzz and increase sales

Media Mix

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Class VehiclesBroadcast (TV) The CW, E! Entertainment, MTV, NBC,

Style, Bravo

Print (Magazine) Seventeen, Teen Vogue, Cosmopolitan,InStyle, Lucky, Allure, Nylon

In-Store (Department Stores) Macys, Nordstrom, Lord & Taylor

In-Store (Retailers) Sephora, Ulta

Out of Home Pop-up stores, street/guerilla ads

Celebrity Sponsorship Nicki Minaj, Willow Smith


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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 UltaPop Up Stores

Street Stickers

Subway Ads

Nicki Minaj Promo

TV- The CW


TV- MTV

TV- Style

TV- Bravo

Print- Seventeen

Print- Teen Vogue

Print- Cosmo

Print- InStyle

Print- Allure

Print- Nylon

Dept Store CountersBegin selling at

Sephora

Begin selling at Ulta

Pop Up Stores

Street Stickers

Subway Ads

Nicki Minaj Promo

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

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

January February March April May

June July August September October

TV- The CW


TV- MTV

TV- Style

TV- Bravo

Print- Seventeen

Print- Teen VoguePrint- 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

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

November December

Me

diaRollout


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Broadcast Print In-Store OOH PR/Promotion

budget breakdown

BUDGET:

20 MILLION DOLLARS


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mediaSchedul

e

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Flighting, with an emphasis on holiday and prom seasons

December 2010: Revamp the website and online shoppingexperience | Produce and execute guerilla marketing stickercampaign in Boston, NY and LA to hopefully generate sales for theholidays | Produce first set of print ads

January/February 2011: Start coordinating and designing pop-upstores | 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 | LateSeptember| October| Early November

The concept is to expand the list of products to encompass all


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brief

The concept is to expand the list of products to encompass allaspects of beauty and cosmetics. Currently, BHs list of productsonly includes palettes for eyeshadows, blushes, and lip glosses. Inorder to compete with other brands, BH needs to add more to itscollection.

Objectives: (Primary) Reinvent the brand image/awareness | SellBH products | Increase audience awareness of BH

Key Consumer Benefits: High-quality pigment |Variety andassortment of colors

Reason to believe:Good things come in big packages - theproduct is made from some of the best ingredients and is

packaged in large amounts because the consumer should have theoption to be colorful every day.

Tone and image: spunky| loud | bright | attention seeking | glamrock| risky| express who you are without the permanence of a

tattoo | dont focus on being pretty, so much that you begin to actugly29


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PIGMENT LEADERSHIPpositioning statement

BE COLORFUL EVERY DAYvalue proposition


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website

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youtube page

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packaging

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guerilla campaign


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pop-up storefront

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in-store display

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nail polish

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print ads

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print ads

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print ads

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subway advertising

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Client Title

Spot Job #

!

Shot 1:

Music:

Shot 2:

Music:

Shot 3:

Music:

Shot 4:

Music:

Shot 5:

Music:

Shot 6:

SFX:

BH Cosmetics Plansbook

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