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INTRODUCE AND LAUNCH A NEW FRAGRANCE FOR COTY COSMETICS !

Task

“With a hangover, your body is processing the alcohol you consumed. It actually processes through the skin, and the by-product your body pushes out are the sugars from the alcohol. !It's those sugars that interact with your fragrance, which can make it smell rancid.” (Refinery29)

prime

prime A BASE TO ENSURE YOUR FRAGRANCE SMELLS THE WAY YOU EXPECT IT TO.

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! By using PRIME before fragrance application, users will neutralize any unpleasant aromas, so they can maintain their true fragrance.

When applying a fragrance, many people do not take into consideration what their skin smells like at its current state.

When an individual selects a fragrance, he or she establishes a scent identity that can be corrupted by odors emitted by the body. The food + drink he or she consumes can greatly impact the odor of the body’s natural oils.

brand story

I am the master of patience.

!Sitting on the counter all day long, admiring the bathroom just waiting to be used.

!I practice this virtue because I am loyal- you chose me from thousands of options because I was the perfect scent you identified with.

!I was excited to start our lives together but things have not come up like roses.

!Your habits are putting a strain on our relationship.

!You chose me for my unique smell and your overindulgence has caused me to change.

primary targetthe weekday warrior

men and women ages 18-32

secondary targetindividuals with sensitive skin or allergies

prime

.5 FL OZ !!!

1.0 FL OZ !!!

1.7 FL OZ !!!

3.4 FL OZ !!!

travel + sample $35$25$18

sizing and pricing

distribution

BIRCH BOX !DEPARTMENT STORES !BEAUTY RETAILERS (ULTA/SEPHORA) !!!

monthly subscription service

women $10/mo. - men $20/mo.

top-shelf beauty and grooming samples

400,000 subscribers

CASE - STILA

saw an 11.2% conversion on sales after shipping sample

social media + marketing

BEAUTY BLOGGER CAMPAIGN !BEAUTY MAGAZINE PITCH !!!

bethany mota

BEAUTY BLOGGERS !!!!

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jaclyn hill

alyssa wallace

michelle phan

carli bybel

8,125,475 followers

1,663,238 followers

2,346,719 followers

7,418,292 followers

286,705 followers

ALLURE BEST OF BEAUTY

BLOG WINNER 2014 !!!!!

!products are listed in multiple categories: fragrance, primers, or best beauty breakthrough readers also have a voice and get to vote for their favorite products entire section dedicated to fragrance !total circulation: 1,139,932

prime

MICHELLE DARNELL | JEAN FEROLDI | NIMA KHALILIAN !!!