Laura Stillo &

Diana Nolasea

DiLa Travel AgencyRunway To Creativity

Make-Up in the United States

The U.S. Food and Drug Administration regulates cosmetics in the United States

FDA’s definition of a cosmetic › “intended to be applied to the human body for

cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body’s structure or functions.”

Market Analysis

Estimated worldwide annual sales is U.S. $34 billion

The demand for cosmetics is expected to grow at an average of 10 percent annually over the next two years. 

Sales are projected to exceed $39 billion by 2010.

History of Make-Up

The first archeological evidence of cosmetics usage is found in Egypt

Royalty used make-up such as Nefertiti and Tutankhamen.

The ancient kingdom of Israel was influenced by cosmetics as recorded in the Old Testament—2 Kings 9:30 where Jezebel painted her eyelids—approximately 840 BC.

In the 1800s, primarily by prostitutes, and Queen Victoria publicly declared makeup improper, vulgar and acceptable only for use by actors.

During WWII Hitler told women that face painting was for clowns and not for the women of the Master Race.

By the middle of the 20th century, cosmetics were in widespread use by women in nearly all industrial societies around the world.

Unevisage History

Unevisage is a global company that was established in 1919 in New York, New York by the Basquin family who immigrated to the United States from Paris, France.

The company was founded on 5th avenue, and the small shop quickly became popular with local consumers following the post-war economic boom.

Since that time, Unevisage has been providing consumers with a wide array of product lines, guaranteed to fit every lifestyle.

The 3 cosmetics brands are entering a market that is competitive and already saturated. The brands will add to the variety of cosmetic lines

already available in retail stores. The unique selling points of the products will position the brands to succeed and gain market share.

EasyElements is a brand that is competing with Covergirl and Maybelline. •Covergirl was launched in 1909 and bought by Proctor & Gamble in 1989. Maybelline was founded in 1915 in New York City and acquired by L’Oreal in 1996. These brands are the main competitors due to similar product line and brand image.

Natura is competing with Bare Escentuals and Neutrogena. •Bare Escentuals began selling in 1976. They sell the product line in boutiques and retail stores. •Neutrogena was launched in 1930 and bought by Johnson & Johnson in 1994. They market a line of premium-priced skin and hair care products that are distributed in more than 70 countries Natura will offer a wide range of products that satisfy the needs of consumers who want less chemicals in their cosmetics.

Vivace will compete with M.A.C. cosmetics. •The company was started in Canada in 1984. They specialize in cosmetics that offer quality and bold colors. Vivace will compete with M.A.C. as it begins to establish an image of professionalism and valiant colors.

Competitor Analysis

EasyElements

EasyElements

Description of Product -EasyElements: Collection of cosmetics that allows a woman to

apply her make-up in a smooth and easy way. If is for the “woman in a hurry”. The color palette offers a variety of options to best match her preference for any day of the week.

Target Market The “EasyElements” consumer is ages 18-35, ranging from college

age to young professionals in the work place. She is busy, and usually doesn’t have enough time in the morning to put on make-up. She loves to look good, and needs a line of products to cater to her busy, fast-paced lifestyle.

Tagline: When you’re on the go, go Easy. EasyElements.

USP: Easy to use, easy to open packaging.

EasyElements cont.

Product line includes Foundation Powder Power-Loose powder Concealer-Twist-Tube for easy access Beauty Blush Bronzer- Mascara- Eyeshadow Eye Liner-No smudge technology Lip Color-Lip stick + Gloss Nailpolish-Quick-Dry nail polish

Competes with: Covergirl, Maybelline Spokes person -Cameron Diaz -Jennifer Aniston

Partnering with: Susan G. Komen

Product Positioning: This shade menu offers a variety of color options to best match your color preference for any day of the week. This collection of cosmetics has an array of colors in soft tones and easy finishes. This look is flawless, simple and beautiful. Women on the go that have a short amount of time to do their make-up.

Natura

Natura Description of Product -Natura: Collection of refreshing, enhancing, pure cosmetics. Natura is the feeling of being naturally you.

When you don’t want to look overly made-up. It is for the younger crowd, ages 13-24. It applies evenly to all skin types, and is not tested on animals.

 Target Market The “Natura” consumer is ages 13-24. She does not like to wear too much make-up, but enjoys enhancing

her natural beauty with minimal products. She is energetic, fun-loving, and active.

Tagline -Natura. You. Enhanced. -Natura. You. Beautiful. -Natura. You. Naturally. -The Beauty of Being Yourself -Who do you want to see in the mirror? Who are we marketing to? -Teens -Moms of Tweens -Athletes -People who like to look natural  Moms: Don’t let your daughter wear too much make-up. Enhance your daughters’ natural beauty Athletes: Strong women who are secure, not afraid to be themselves Teens: You are beautiful. Enhance your natural beauty and self-confidence USP: Applies smoothly to all skin types (dry, oily, combinations) and won’t make you look overdone

Natura cont.Product Attributes -Natural -Neutral colors, tones -Minerals based -Not tested on animals

Product line includes: -Own Line of easy to use brushes that won’t harm your skin and create a seemingly flawless complexion.

These brushes are made from synthetic, hypoallergenic materials. -Skin Care line “Pure makeup starts with Pure skin” -Loose Powder -Pressed Powder -Light foundation -Lip balm, Lip gloss -Eyeshadow -Eyeliner -Mascara, Clear Mascara -Eyebrow kit (face framing) -NO: Lipstick, Bronzer, Brush. (Too harsh)

Separate Lines: -Confidence Line -Athletic line (sunscreens/waterproofs) -Lively (bubbly, bright) line (more variety of colors)

Competes with: Bare Escentuals, NeutrogenaPotential Spokes person: Demi Lovato, Shawn JohnsonPartnering with: PETA Product Positioning: -Refresh, Enhance, Pure -Feeling of being naturally yourself

Vivace

Vivace

Description of Product -Vivace: This collection offers a selection of vibrant colors and

reflects the dynamics of a modern woman who is always ready to take on the day…or night.

 Target Market Vivace: The “Vivace” consumer is ages 25-45. She has a high-

profile career, and is very successful. She holds a lot of power in the office, and can transition from PR-guru to the life of the party in the same day—and make it look good. She loves to go out on the town with her friends, and be seen.

 Tagline: Vivace. Bold. Allure. Satisfy. With so many looks to choose

from, you’re in control.

USP: Transition from day to night

Vivace cont.Product line includes Primer Foundation Pressed Powder Highlighter Eye shadow Eyeliner (pencil) Eyeliner (liquid) Mascara Lip Buffer Lip Liner Lip Stick Lip Gloss Lip Plumper Bronzer Blush Nail Polish Perfume Line- “Vivace” notes of jasmine, patchouli, orange, and honeyThese Products will be divided in to three separate lines Vivace BOLD: Vibrant reds and purples Vivace ALLURE: Dark eye colors, nude lip colors Vivace SATISFY: Pinks and Golds Competes with: Mac, Nars Potential Spokes person: Meghan Fox, Kim Kardashian, Kate Beckinsale Partnering with: UNICEF Product Positioning: Our products will make you stand out from the crowd and give you the confidence you need to be successful.

Marketing Objectives

Grow our brand by increasing product awareness among the target audience by 50 percent in the first year.

Inform target audience about features and benefits of our product

Find new markets as brand will launch internationally in the future

Advertising Objectives

Create awareness of our three product lines

Comprehension of all products-clear and concise copy

Conviction that our products are right for you

Desire for our products Action: convince our consumers to the

point of purchase

Product -Natura: Collection of refreshing, enhancing, pure cosmetics. Natura is

the feeling of being naturally you. When you don’t want to look overly made-up. It is for the younger crowd, ages 13-24. It applies evenly to all skin types, and is not tested on animals. -Packaging: Natura: Neutral colors, fresh, clear packaging

  -EasyElements: Collection of cosmetics that allows a woman to apply her

make-up in a EasyElements way. If is for the “woman in a hurry”. The color palette offers a variety of options to best match her preference for any day of the week.-Packaging: EasyElements: Light blue packaging color palette, easy-to-use packaging

-Vivace: This collection offers a selection of vibrant colors and reflects the dynamics of a modern woman who is always ready to take on the day…or night.-Packaging: BOLD: Vibrant reds and purplesALLURE: Dark eye colors, nude lip colorsSATISFY: Pinks and Golds

Price

Natura: Products ranging from $4-$15

EasyElements: Products ranging from $8-$20

Vivace: Products ranging from $18-$45

Place

Natura: Drugstores (CVS, RiteAid, Walgreens, Target, Wal-Mart)

EasyElements: Drugstores (CVS, RiteAid, Walgreens, Target, Wal-Mart)

Vivace: Department stores (Macys, Nordstrom, Neiman Marcus, Sephora)

-Guerilla/Ambient

Promotion

Seasonal cents-off coupons in specific magazines (Glamour, InStyle)

Product Trial via Direct Mail (samples of lip gloss shades, etc)

Enter sweepstakes to win a prize trip to Paris for you and one other person, including a shopping spree at our new stores, free cosmetics for a year

Sales Promotion

Trip Giveaways & Prizes› Entries can be submitted online› Customers who mail in proof of purchase

bar code are entered to win additional prizes.

› Paris 5 day trip all expenses paid › Year supply of Unevisage make-up

Media Budget Objectives

Unevisage will budget $3,000,000 across 3 campaigns to advertise the new cosmetics lines; EasyElement, Natura, &Vivace

Advertising will be continuous Media will include television, magazines,

and internet advertising The campaigns will be launched

throughout the U.S. with national advertising.

Easy Elements $720,000 $250,000 $30,000

Natura $550,000 $400,000 $50,000

Vivace $620,000 $350,000 $30,000

TV MAGAZINEINTERNETUNEVISAGE

COSMETIC LINE

Public Relations Strategy

Corporate Sponsorships› Susan G. Komen

Scholarships for Girl Scouts of America Donation to non-profit organizations

› Attitudes & Attire

Ready for take off.