Kennedy Zamora, Rachel Marron, Faith EscaleraSCC 200 Message Design

the communication challengeOnly marketed through social media to a millennial audience

Not available in stores

Creators of brand tend to remain inconspicuous

Business Goal

To continue to provide quality products at an affordable price while maintaining personalized shopping experiences and increasing ColourPop’s brand awareness.

Who led what section1.Pop-Up Shops: Rachel

2.Personifying the Creators: Faith

3.Stress Vegan Restrictions: Kennedy

Our Process: Initial Thoughts:

All about their social media accounts (Instagram, Facebook, Twitter)

Focus should be on getting ColourPop into stores

Final Thoughts:

Creators are looked at as being impersonal and social media would not help with changing this

Getting them into stores does not fit into their brand; A pop-up shop would be a better choice

Process/findings that modified thoughts

Facebook: 265kInstagram: 2.3mTwitter: 187k

Historical Research- Not much is known about the creators of the brand

- Customers appreciate the low pricing of the line, but historically, people associate low prices with low quality

Rude Q&A“Are your products of worse quality just because you want to be vegan and trendy?”

- No, there are plenty of vegan ingredients that can be used in place that are still high quality.

“Why don’t you make your packaging more accommodating?”

- Each product is packaged to ensure its protection.

“Are your products cheap in quality because of their low prices?”

- No, it is our goal to provide high quality makeup at an affordable value. We can ensure quality products and provide assistance if products are damaged during shipping.

Customer ResearchFound popularity on social media among YouTubers and Instagrammers

Receive color recommendations from customers

Like to buy their makeup in bulk

Share their makeup looks and opinions

Mediums researchedSocial Media: Facebook, Instagram, Twitter

YouTube

Commercials

Magazines

Pixability

Mediums Selected

Big brands have YouTube strategies

YouTube vloggers and beauty content creators control 97% of conversations about beauty products online

Expand product awareness with the audience

Consumers like two-way dialogue (comments section)

People like to watch people similar to themselves

Final MessagesKnow where the product is coming from and eliminate the mystery of the ColourPop creators

Emphasize vegan restrictions

Make product more available to the “lazy” millennial

3 Strategies1.Pop-Up Shops

2.Personifying the Creators - YouTube

3.Stress Vegan Restrictions

ColourPop-up Shop1.Open limited-time stores that sell colourpop exclusively

2.Integrate social media

3.Reach the audience that doesn’t want to wait to get their products

4.Sell new Colourpop products that are only available in Pop-Up Shop

Created “location” on Instagram

Catches the eye

Creative set-up/decor inside (boosts people’s desire to post on social media)

“Specials” for people who come into the store

Personifying the Creators1)Unveiling the people behind the company: Laura and John Nelson

2)Develop a regular YouTube schedule

a)Set goals for amount of subscribers

3)Collaborate with other YouTubers (reviews, tutorials)

● Add brief bios of John and Laura Nelson to the website

● Weekly videos with Laura Nelson on YouTube channel

Continue to generate buzz online by collaborating with YouTubers

Upload on ColourPop’s YouTube channel to create a following

Also target the secondary market: older women

Emphasis on Vegan Restrictions- Stress to customers that products are vegan

- Include memos within packaging to remind customers that products are entirely animal-friendly

- Include ingredient lists on receipts of products purchased

- Many people will not purchase from companies that test on animals

- Other brands have received backlash and protests

Packaging

Possible Competition- Other vegan friendly makeup brands

- Makeup brands that are currently sold in stores

- Popular well known “classic” makeup lines

referenceshttps://www.visioncritical.com/beauty-influencers/

http://www.pixability.com/industry-studies/new-beauty/

http://fashionista.com/2016/01/colourpop-instagram-beauty