bareMinerals for Men
Marketing Plan By: Danielle Hughes, Quinn Nevares& Taylor Urbany
March 14, 2013
2
Table Of Contents
The New Brand …
Brand Identity Elements … 3
Description … 4
Brand Objectives … 4-7
Business Objectives...
3
The New Brand
Brand Identity Elements
bareMinerals for Men will be a brand extension of bareMinerals. Customers
will be ...
4
Description
bareMinerals for Men will launch five products for the new men’s line. These
four products will be after-sha...
5
brand will increase bareMinerals’ target market, brand awareness, expand the
brand’s image to identifying with not only ...
6
CBBE Pyramid
7
Future Potential & Customer Loyalty
bareMinerals for Men has high potential for customer loyalty because after
using the...
8
product that helps him reach and/or maintain a level of confidence that enables him
to feel comfortable talking to poten...
9
skin. The brand would be aware of masculine terminology to differentiate the men’s
line from the women’s line. The brand...
10
Pricing Strategy
bareMinerals for Men’s pricing strategy would be competitive with the high-
end market and reflect pri...
11
Sponsorship, Public Relations & Endorsement Programs
bareMinerals for Men would team up with the documentary “Mansome”....
12
The new brand should also consider sponsoring a sports team or event. For
example, bareMinerals should sponsor a swim t...
13
An additional leveraging secondary association centers on the natural
ingredients used to createbareMinerals for Men’s ...
14
Conclusion
In conclusion, bareMinerals would greatly benefit from creating a brand
extension that offers skincare produ...
15
Sources
"GCI Magazine." Men's Skin Care Sales Tracking Up, Along With Men's Retail. Allured
Business Media, 24 Aug. 201...
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B m for men final

  1. 1. bareMinerals for Men Marketing Plan By: Danielle Hughes, Quinn Nevares& Taylor Urbany March 14, 2013
  2. 2. 2 Table Of Contents The New Brand … Brand Identity Elements … 3 Description … 4 Brand Objectives … 4-7 Business Objectives … 4 The Business Opportunity … 4-5 Brand Positioning … 5 CBBE Pyramid … 6 Future Potential & Customer Loyalty … 7 Customer Analysis … 7-8 Target Market … 7-8 Industry & Competitive Analysis … 8-10 Size of Market; Trends Today & Future … 8-9 Competitive Analysis … 9 Pricing Strategy … 10 Communication & Promotional Programs … 10-13 Advertising & Media Strategy … 10 Sponsorship, Public Relations & Endorsement Programs … 11-12 Leveraging Secondary Associations … 12-13 Conclusion … 14 Sources … 15
  3. 3. 3 The New Brand Brand Identity Elements bareMinerals for Men will be a brand extension of bareMinerals. Customers will be able toidentify the new brand as a men’s skin care line that uses natural, mineral ingredients that promote healthy, natural skin. Not only will customers be able to identify the brand and its products based off its reputation centering on benefitting men’s complexion, but customers will also be able to identify the products by the logo, mantra, and slogan.The logo will appear on all of the products. The new brand’s mantra will be “Be Bare. Be You.”Two options for bareMinerals for Men’s slogan will be “Do You Dare to Go Bare?” or “Are You Man Enough To Bare It All?” This will challenge men to think about skincare differently; instead of feeling that skincare products are tailored towards women, bareMinerals for Men will encourage men to take advantage of the benefits of natural products offered by bareMinerals. The new brand’s mantra and slogan will also help the target market to remember the brand and associate the new brand with the success and reputation of bareMineral’s women’s skincare products. Men will also be able to identify bareMinerals for Men products based off the packaging. The three main colors that will be associated with and incorporated into all bareMinerals for Men’s products will be black, gold, and silver. These colors will not only be aesthetically pleasing, but will also be masculine. bM Be Bare. Be You. Do You Dare To Go Bare? Are You Man Enough To Bare It All?
  4. 4. 4 Description bareMinerals for Men will launch five products for the new men’s line. These four products will be after-shave, bar soap, deodorant, body wash and moisturizer. Each product will be made with natural ingredients that will promote natural, healthy skin. Bar soap and body wash will also act as a facial wash so that it can be used as a daily face treatment as well. These products will be able to be purchased individually and will also be available to purchase in customized kits, similar to the women’s Get Started Kits. Brand Objectives Business Objectives Beauty and skincare brands have been increasingly introducing men’s products. bareMinerals should launch a men’s line in order to gain competitive advantage and brand awareness in this rapidly growing industry. By doing so, bareMinerals will gain a new target market, increase their brand awareness and build upon their brand equity in order to continuously grow as one of the leading brands in the beauty and skincare industry. The Business Opportunity Today, men are no longer ashamed to seek out products that benefit their complexion, and ultimately their self-confidence. The concept of ‘grooming’ has become increasing popular in the beauty and skincare industry. Many of bareMinerals’ competitors have capitalized on the growing ‘grooming’ trend and have started increasing their brand awareness and overall brand equity. bareMinerals should also expand their products to include men’s skincare products in order to compete with competitors. This opportunity includes bareMinerals capitalizing on the growing ‘grooming’ trend in the beauty and skincare industry by providing an assortment of skincare products for men, specifically focusing on five products that promote and maintain a man’s healthy complexion. These products will use natural, mineral ingredients similar to the women’s line of skincare product. This addition to the
  5. 5. 5 brand will increase bareMinerals’ target market, brand awareness, expand the brand’s image to identifying with not only women but also with men, and will help bareMinerals retain and expand their competitive advantage in the beauty and skincare industry. Brand Positioning bareMinerals for Men has strong, favorable and unique core values and associations. The new brand extension’s benefits and attributes will meet men’s unmet needs. The brand will do this by promoting men to take care of their skin with products made from natural, mineral ingredients. These products will be available for purchase individually or as a personalized set. Men and women will now be able to shop together at bareMinerals locations. Products will be offered with either a light fragrance or non-scented. Products will not be offered with a strong fragrance because bareMinerals wants to emphasize and enhance men’s natural skin and scent, not disguise it. By not having a strong scent, the brand will gain a competitive advantage over those brands, such as Axe and Old Spice, who do have strong scents. The brand mantra “Be Bare. Be You.” emphasizes how the brand encourages men to feel confident with their skin and know that the products offered by bareMinerals for Men will help enhance their skin, and ultimately their confidence. bareMinerals for Men wants to bring awareness to men that they can take care of their skin in a healthy way. The brand will achieve this through the production of products that are healthy and beneficial for skin. The brand will also promote a healthy, natural lifestyle for men.
  6. 6. 6 CBBE Pyramid
  7. 7. 7 Future Potential & Customer Loyalty bareMinerals for Men has high potential for customer loyalty because after using the product, men will feel notice a positive difference in their skin. Men will feel comfortable approaching bareMineral’s for products because the brand targets its customers in a down to earth, real way that lets men know they can trust bareMinerals to deliver quality products. Also, by knowing that there is no strong scent, and products are made from natural ingredients that are proven to benefit skin’s appearance, men will feel like the products are simple and easy. Men will also be able to purchase products not only individually, but also as customizable sets. The customer loyalty program Friends and Benefits (FAB) from bareMinerals’ women’s line will extend into bareMinerals for men. For every $150 a man spends, he will receive $10 back towards his next purchase. The program can also be used in combination with women’s products, which will encourage men and women to shop together. bareMinerals will also no longer refer to Friends and Benefits as FAB in regards to the men’s line in an effort to avoid making the men’s line sound overly feminine. Instead, the men’s customer loyalty program will be called “The Man Cave”. Customer Analysis Target Customers bareMinerals for Men’s target market includes men between 25-45 years old. These men are likely to be single, seeking a mate. However, the market also includes men who are in a relationship, but mainly focus on men who are single. The ideal customer is educated with a steady and disposable income. The new brand seeks out men who report having experienced/currently experience skin irritation or are unsatisfied with their complexion. The new brand also targets men who are exposed to sources of pop culture that highlight the concept of men’s grooming. The typical bareMinerals for Men customer represents a man who is down to earth and enjoys services that are simple and readily available. He turns to bareMinerals for Men not because it is “cool” but because the products result in his skin being nourished and his complexion clear. The ideal customer is seeking a
  8. 8. 8 product that helps him reach and/or maintain a level of confidence that enables him to feel comfortable talking to potential partners. The ideal customer is also likely to participate in outdoor activities such as biking, swimming, and hiking. Industry and Competitive Analysis Size of Market; Trends Today & Future The men’s skin care and grooming industry is a market that is continually expanding. According to reports by the NPD group in 2012, 7 out of 10 men are buying skin care products, and overall sales are up 6% in 2012 compared to 2011. This generated a total of $45.5 million in sales in the U.S. (NPD Group, Farlex).These figures state that men today are more concerned with their appearance than ever and willing to invest in high-end skin care products (GCI.com). The categories of skin care that saw the most growth include: sets and kits (+11%), body (+14%), sun (+27%) and hair (+7%) (NPD Group).The men’s facial care segment generated 81% of the sales totaling $36.7 million, which is a 5% increase to the previous sales in 2011. In support of men’s skin car and grooming products in the beauty industry, magazines such as Esquire have entire sections dedicated to men’s grooming. These sections include tips and advice. Magazines that focus on men’s grooming are important because men are strongly influenced through the media. By enforcing the message that in order to look good, there are extra measures to be taken, men are have started purchasing more products that contribute to the maintenance of their appearance. Many men’s skin care lines are also partnering with department stores to be part of what are called “grooming zones” where their products are featured and available to be tested. These “grooming zones” also have barber chairs, allowing men to sit and experience a proper barbershop shave. bareMinerals for Men would offer healthy, simple, and mineral based products for men to encourage the health of their skin from within. The brand would use basic products with minimal scents so that it is not overly obvious that men are seeking out skin care products. bareMinerals for Men would take a more natural standpoint to target the down to earth man who cares about improving his
  9. 9. 9 skin. The brand would be aware of masculine terminology to differentiate the men’s line from the women’s line. The brand would also introduce the men’s line by encouraging men to “step into bareMinerals’ Man Cave”offering a line of masculine products that will improve their skin and help build confidence. Competitive Analysis bareMinerals for Men Clinique Skin Supplies for Men Jack Black Lab Series POP’s - Men’s skin care line - High end products - Men’s skin care products - For sensitive skin - High end product -Men’s skin care line Offer fragrance free products - High end product - Men’s skin care products - High end product POD’s - Offer only mineral based products - Made from all natural - Would offer lightly scented and fragrance free products - ‘Man Cave’ customer reward program - Offer allergy tested, fragrance free formulas - Offer cologne - Offer many vegan, organic and gluten free products - Offer cologne - Promote high-tech and high performance products
  10. 10. 10 Pricing Strategy bareMinerals for Men’s pricing strategy would be competitive with the high- end market and reflect prices similar to bareMineralswomen’s skin care line as well. bareMinerals for Men’s prices would range from $10-$35 per product and the brand would want to specialize in customizable pre-packaged kits similar to the women’s Get Started Kits. Communication & Promotional Programs Advertising & Media Strategy bareMinerals for Men would use a combination of offline and online communication techniques both passive and interactive to create brand awareness when introducing the new line of men’s skin care products. bareMinerals for Men would use print advertisements as a form of offline passive communication in magazines such as Men’s Health, Esquire and GQ magazine. The brand would also advertise the new products at sporting events and through social media networks such as fantasy sports leagues online. bareMinerals would advertise the new brand through their locations as well. For example, bareMinerals for Men would create a “Man Cave” that would include multiple grooming stations for men to sit down for a shave and test the products. The brand would also partner with Macy’s ‘grooming zone’ to feature bareMinerals for Men’s products. This partnership would increase brand awareness. For example, Macy’s offers brochures with the products they feature in their ‘grooming zone’. This would benefit bareMinerals for Men because it would create an image that bareMinerals for Men are of equal or higher brand value than the competitors. The brand would also offer “The Man Cave” Customer Rewards program, similar to the FAB program for women.
  11. 11. 11 Sponsorship, Public Relations & Endorsement Programs bareMinerals for Men would team up with the documentary “Mansome”. By establishing a partnership with the documentary that focuses on the increase of ‘grooming’ in today’s culture from a light-hearted point of view, bareMineralswould increase their brand awareness.This documentary also stars the potential spokesman of bareMinerals for Men, Paul Rudd. bareMinerals for Men would also partner with brands such as Artful Gentlemen. Recently, Artful Gentleman sponsored an event called The Modern Man’s ‘Art of the Suit’ where men’s grooming stations were featured. These grooming stations offered facials, shaving services, and haircuts. bareMinerals for Men would be able to provide one of their ‘Mancave’ stations for testing of their products and services such as a complimentary shave. This is a great market to create awareness by partnering with a brand whose target market is already receptive to grooming products. Poster & scene from the documentary, “Mansome.” The scene, specifically, highlights the increase in men’s grooming.
  12. 12. 12 The new brand should also consider sponsoring a sports team or event. For example, bareMinerals should sponsor a swim team or cycling team. It would be beneficial to bareMinerals for Men’simage and brand awareness because these sports are harsh on men’s skin, but bareMinerals for Men’s products could help nourish and restore the athletes’ damaged skin. Leveraging Secondary Associations bareMinerals for Men would use Paul Rudd as the celebrity spokesperson. He is down to earth, funny, and attractive. He offers a number of looks, sometimes being clean-shaven and other times scruffy with facial hair. Paul Rudd is also a cast member from the documentary “Mansome”; this association will increase customer’s ability to identify Paul Rudd to bareMinerals products, ultimately increasing the new brand’s awareness. It is important for bareMinerals for Men to endorse their products with an approachable and relatable celebrity that men can look to as a source of confidence and reassurance that it is acceptable to seek out ‘grooming’ products. An example of a grooming station from The Modern Man’s ‘Art of the Suit’; bareMinerals could partner with brands that have events like this and have stations where guests can sample bareMinerals for Men’s products
  13. 13. 13 An additional leveraging secondary association centers on the natural ingredients used to createbareMinerals for Men’s products.The brand would emphasize that products are made from sea salt and other various minerals to create differentiation between bareMineral’s products and its competitors. Also, by using the success and popularity of bareMinerals for Women to promote the brand now offering products for men would work to the new brand’s advantage. Now men can experience healthy skin from the inside out just as women have been for so many years.
  14. 14. 14 Conclusion In conclusion, bareMinerals would greatly benefit from creating a brand extension that offers skincare products for men. As the beauty and skincare industry expands, more brands are creating products that meet the needs of men seeking ‘grooming’ products. bareMinerals would benefit from creating a men’s line of skincare products because it would help the brand retain and expand their competitive advantage in the industry. bareMinerals for Men would also be successful because it targets a large group of men that are seeking a down to earth, approachable, easily accessible product that helps them reach and maintain their highest level of confidence. Men would turn to bareMinerals’ products for men because it suits their lifestyle and their wallet. But most of all, men would feel encouraged and eager to purchase ‘grooming’ products from bareMinerals because they know they can trust the brand to provide products that include natural, mineral ingredients that promote healthy skin from the inside out. Additionally, bareMineral’s for Men would be able to reach out to its target market successfully via many avenues of advertising and sponsorship. The ways in which bareMinerals could advertise their new line of men’s products would increase the brand’s over all image, awareness, and equity. With increased advertisements and sponsorships, the new brand and its logo, slogans, and mantra will remain fresh in men’s minds. Overall, bareMinerals for Men has potential to be a successful addition to an already highly reputable and successful brand. If bareMinerals continues to grow and expand with the beauty and skincare industry by introducing a new line of men’s products, the brand has an advantage in maintaining its high level of brand loyalty and success. Men deserve the same beneficial, natural, simple, and easily accessible products available for women, and bareMinerals for Men could be that brand that excites men to become the best version of themselves, from the inside out.
  15. 15. 15 Sources "GCI Magazine." Men's Skin Care Sales Tracking Up, Along With Men's Retail. Allured Business Media, 24 Aug. 2012. Web. 11 Mar. 2013. "NPD Reports on the Men's Grooming Industry: A Market Poised for Growth." NPD Reports on the Men's Grooming Industry: A Market Poised for Growth. NPD Group, 8 Feb. 2012. Web. 11 Mar. 2013. "Men's skin care sales are up 6% YTD in 2012" The Free Library 01 October 2012. 11 March 2013 <http://www.thefreelibrary.com/Men's skin care sales are up 6% YTD in 2012.-a0305103739>.

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