‘Secret Skin’

A waterproof instant fake tan with an

additional remover.

MAC

This product will be made for the renowned brand MAC. A brand that are truly concerned with their consumers.

Product

• USP- Instant fake tan that doesn’t come off with water (e.g. in the rain) Comes with a lotion remover.

• Flawless, even coverage, wide range of colours (niche in the market)

Picture of product

Target Audience • MAC cosmetics have always prided themselves in having a wide target

audience and creating a product that will appeal to everyone. ‘Secret Skin’ is no exception to this providing colour shades to suit every skin tone. However being a cosmetic company and pricing items at a certain amount does mean that there is an inevitable ‘target audience’. MAC’s products are affordable, competing with leading high street cosmetic brands but offering outstanding quality. This combined with the fresh and innovative designs makes the products attractive to women ranging from 15-30 years of age. MAC shops are predominantly situated in young and trendy cities or as concessions in leading department stores, such as Beal's or Selfridges, which attracts a sophisticated audience with a high disposable income. MAC’s products are renowned for being used by make-up artists, as they were originally designed by Frank Toskan, a make-up artist himself, who felt that many existing cosmetic brands couldn’t endure the harsh lighting used in photography, stage film and video work. This background has always given MAC a theatrical and playful edge, which does tend to appeal to young and trendy audience.

Promotion of the Product • Advertising - The product will be

promoted in stores as being easily available online. Through the use of print adverts and flyers. Although M.A.C feel that they do not want to have to tell someone to buy their products.

• Sales Promotions – Both the waterproof instant fake tan and lotion remover for a promotion price of £20.00

Promotion of the Product

• Personal selling – M.A.C. Cosmetics uses a word of mouth strategy .

Face to face - In store, employees can tell customers about the new product and advise them to look at the website.

http://www.maccosmetics.co.uk/

Celebrity Endorsement Instant Brand Awareness

Refreshes the Brands Image

Celebrity’s Fit with the Brands Image

Target Audience Match Celebrity Physical Attractiveness

Convincing Consumer

Skin Cancer • The dangers of skin cancer are rapidly increasing all over the

world and even celebrities like Nicola Roberts (Girls Aloud) are working hard to build an awareness of the problem, and ways to prevent it, to the public. According to Cancer Research over 2,600 people die from skin cancer each year in the UK. The majority of these deaths are due to malignant skin cancer, which is one of the few cancers to affect young adults and is the most common cancer amongst 15-34 year olds. Sunbeds are estimated to cause around 100 deaths from melanoma every year in the UK. Using a sunbed once a month or more can increase the risk of skin cancer by more than half. Cancer Research recommends using fake tan as a safe alternative to sunbeds. The risk of skin cancer is rapidly increasing and we see it as an important mission to raise awareness of the dangers of sun exposure, therefore we will be showing our support of cancer research by giving 5% of the cost of each bottle of Secret Skin sold to support their important charity work. Secret Skin tanning solution also provides SPF 15 protection from sun exposure.

Inspiration

Conclusion • In conclusion we see Secret Skin as being an

extremely successful product.

• It is the only product on the market offering an instant waterproof fake tan, which is something that many customers will find desirable.

• Secret skin is a socially aware product, supporting cancer research and also providing eco-friendly recyclable packaging.

• There is a strong marketing plan behind the product however MAC is already a well-established brand and has a strong and loyal following.