2. Executive SummaryLaunched in 2009, EOS, or Evolution of Smooth, has developed several lines of lip balms, shaving creams, and hand/body
lotions. Its products are known for being organic and all-natural with a variety of flavors from raspberry pomegranate to
blueberry acai. As a company, EOS also values environmental sustainability, using recyclable materials to package their
products. At 241st Street Advertising, our mission is to rejuvenate their advertising strategies with the “Evolve Every Day”
campaign. In targeting women 18-34, the “Evolve Every Day” campaign will instill feelings of empowerment to women to
improve their own well-being and their day-to-day routine. The use of EOS lip balms, shaving creams, and hand/body lotions
will do that. Through print, television, online, and out of home advertisements we will increase sales of the lip balms but
also improve awareness of their other product lines.
Agency Identity 3
History 4
Environmental Analysis 5
Competitive Analysis 6
SWOT Analysis 7
Objectives & Budget 8
Research 9
Brand Value Proposition 10
Target Market 11
Big Idea 13
Creative Overview 14
Creative Execution 15
Creative Testing 19
Media Objectives 20
Media Choices 21
Media Schedule 24
Media Budget 25
Brand Activation 26
Evaluation 27
Appendices 28
Table of Contents
2
Campaign Strategy 12
3. Agency Identity
We’re the new kids on the block. At 241st Street Advertising, we are prepared and equipped to develop the next
level of advertising strategies, rejuvenating the clutter of TV, radio, print, online, and out of home ads that we are
exposed to every day. We are dedicated to developing work that is innovative, creative, and pushes the boundaries.
As a full-service agency, our members specialize in different aspects of the process. Hard work is a necessary.
Teamwork is a must. Therefore, 241st Street Advertising members abide by a six-step process when creating a new
campaign for a client:
3
4. 4
History of EOS
2007 EOS Products LLC is established in New York.
Aug. 2009 EOS products released in some Walgreens, then, later, all Walgreens.
Aug./Sept. 2009 Shaving creams, lip balms, and body lotions sold in all Duane Reades.
Nov. 2010 EOS lip balm is now sold in stores in Hong Kong and South Korea.
Dec. 2010
Release of their everyday hand lotion. The lotion is 97% natural, designed to fit in your
pocket, in your bag on your desk, and a great-feeling, fast-absorbing formula.
July/ Aug. 2014 Released Visibly Soft lip balms in Coconut Milk and Vanilla Mint.
Nov. 2014
Release of new balms inspired by beaches:Indian Summer, Aloha Hawaii,
Barbados Heat, St. Barths Sunrise
Jan. 2016 Lawsuit filed by a woman claiming that the lip balm cause a serious skin reaction.
5. 5
Environmental Analysis
Competitive
FORCES
Economic
FORCES
Regulatory
FORCES
Sociocultural
FORCES
EOS is in competition
with companies like Burt’s
Bees, Abreva, Chapstick
and Blistex who also sell
respected lip balms. In
looking primarily for lip
hydration, consumers will
be selective in choosing a
brand and stay loyal once
they find the one that best
fits their needs. Unlike
these other companies,
however, EOS offers lotions
and shaving creams in
addition to the lip balms.
Their all natural and
organic products also set
them apart from most other
lip balm, shaving cream,
and lotion brands.
When compared to
competitors like Chapstick,
EOS is about double the
price. However, Burt’s
Bees has more comparable
product lines and with
more comparable product
attributes. They are at
roughly the same price
point for a standard lip
balm at $3.29 and $3.30,
respectively. Additionally,
organic and all-natural
products are typically viewed
as more expensive. For a
typical, everyday product
such as lip balm, shaving
cream, and lotion, people
are not willing to spend
excessive amounts of money.
EOS has recently been
involved in a lawsuit as well
as accusations from other
people that using the lip
balm causes serious skin
reactions. EOS stood by
their lip balm stating that
their all natural and high
quality ingredients wouldn’t
have this effect. In the
settlement, earlier this year,
EOS was only required to
add a notification of these
potential adverse effects to
their packaging.
Chapped lips is a natural
part of life, which creates
the demand for EOS
products and other lip
balms. However, the
natural and vitamin-filled
ingredients that make up
EOS lip balm becomes
an attractive feature for
consumers. In today’s
culture we have put an
emphasis on organic and
healthy products. EOS
products offer just that with
shea butter, vitamins C and
E, and aloe.
6. 6
Competitive Analysis
Burt’s Bees
Chapstick
Abreva
Blistex
Strengths:
- One of the top three lip balm brands.
- Cheaper than other brands
- Sold in many places
Weaknesses:
- Chapstick is a brand name that has become the
product category name
- One product line and generic product attributes
Strengths:
- Many different types of lip balm including medicated,
flavored, “deep renewal”, and daily conditioning
- Nice, clean packaging that shows practicality of product
Weaknesses:
- Only sell lip balm, no other product lines
- Not an appealing or exciting brand name
- Little to no advertising being spread widely
Strengths:
- Offers medicated lip balms for various issues and
practical use
- Produces a conceal product line that hides cold sores
Weaknesses:
- Packaging and name are not “trendy” so it may not
appeal to this target market
- Very expensive when compared to other brands
Strengths:
- One of the top three lip balm brands
- All-natural ingredients and real bee’s wax
- Make other product lines in addition to lip balm
Weaknesses:
- More expensive
- Bee’s are disappearing so people don’t think they
should be exploited for profit and may not buy
7. 7
SWOT Analysis
- Products are made with all natural and organic
ingredients and include vitamins and shea butter.
- Their most popular product, the sphere lip balm has
caused some allergic reactions.
- Involvement in a large and highly publicized lawsuit
about possible side effects of their lip balm.
Strengths Weaknesses
Opportunities Threats
- Customers just looking for a functional moisturizing
lip balm can find that much cheaper in competitors like
Chapstick and Blistex.
- Another competitor, Burt’s Bee’s carries similar
products including lip balm and lotion and has a better
reputation for being all-natural and a quality product.
- As a private company, they don’t share much about
their brand but consumers appreciate openness.
- They haven’t effectively disseminated their advertising
because many people in the target market haven’t
seen it. Because of that, there is little awareness of their
hand/body lotion and shaving cream lines.
- They produce a variety of other products in addition to
the lip balm.
- Packaging is eye-catching, fun and different from
traditional lip balm and hand lotion packaging.
- Growing cultural trend toward all natural and organic
products.
- With low awareness of all of their products, they have a
large potential group of consumers of gain.
- Can partner with other companies focused on
empowering women and feeling confident in their own
skin.
8. Marketing
OBJECTIVE
The marketing objective of this campaign is to in-
crease the sale of EOS products by 8%. We plan to
achieve this by increasing product awareness and
connecting the brand with a sense of
empowerment for women.
With our target market of women ages 18-34 in
mind, this campaign will increase comprehension
by 75%. Additionally, the conviction rate, the value
the target finds in the message, will increase by
70%. The effective reach of this campaign is 75 or
75% of the target market. The effective frequency
will be 4, meaning that each person in the target
market who is exposed will see it four times.
Budget Summary
This campaign will take place over the course of
one year, beginning in January 2017. Therefore, the
campaign will come to a close in December of 2017.
Time Frame
241st Street Advertising
was given a budget of
$10 million dollars to
develop this
campaign.
Billboard
Online
Television
Magazine
Production
Advertising
OBJECTIVE
8
Objectives & Budget
19.09%
29.50%
21.97%
24.43%
5.01%$500,000
$1,902,585
$2,940,000
$2,190,000
$2,434,517
9. 9
Research
Primary Research SecondaryResearch
241st Street Advertising conducted an online survey
that was completed by 62 members of the target market.
42% of these members use EOS lip balm with a little
more than half using it multiple times a day. When asked
about what they look for in a lip balm, 18% said taste/
flavor, 50% said moisture/hydration, and the rest didn’t
provide specifics. Surprisingly, only 44% knew about
the other EOS products besides the lip balm. The survey
then asked how often they saw EOS advertisements. This
was our most interesting finding. We found that a little
more than half of the participants hadn’t seen any EOS
advertisement. The exact percentages were: 52% had
never seen an advertisement, 27% had seen one once a
month, 14% once a week, 5% once a day, and 2% multiple
times a day.
Our secondary research consisted of looking at blogs,
news articles, and other websites to find who are
target market is. Our target market includes women in
three stages of the life cycle: students, career women,
and mothers. Based on this research, we found that
our target market is interested in trend setting and
stylish, yet effective, beauty products. As millennials,
the target market is tech savvy and can be said to
spend a significant amount of their time online. This
information helped lead us toward possible benefits
and concerns consumers may have in purchasing EOS
products. Because EOS is a private company, there
was not a lot of public information to be found on the
company, so we also turned to their social media to
find important events in their history.
Research Objectives
1. Determine overall brand awareness and perception within the target markets
2. Understand the brand’s competitive position among top competitors
3. Determine target markets overall knowledge of all products
10. 10
Brand Value Proposition
All four EOS products: lip balm,
hand lotion, body lotion, and
shaving cream contain the
ingredients to give women the
smoothest possible lips and skin.
The lip balm is SPF protected
and leaves lips hydrated with
long-lasting effects. The shaving
cream is packed with shea butter
and vitamins B3, C, and E for soft
hydrated skin. The lotions promise
24 hour moisture and are created
from a 90% natural formula. EOS
products are all-natural, and
promote a healthy, natural way of
hydration.
Emotional
BENEFITS
Self-expressive
BENEFITS
EOS products are the perfect
accessories to any woman’s outfit.
EOS lip balm, with a unique egg
shape and a wide variety of colors
adds a sense of personality that
each user gets to express in their
own way. All EOS products strive
to make users the smoothest they
can be, but more importantly,
these products make a woman feel
like her most confident self. After
all, every woman deserves to feel
good about herself, and EOS does
exactly that.
Women who use EOS products
are stylish and trendy. They are
creative and love to express
themselves through the different
flavors of lip balm. Many women
collect different flavors, and
each one says something unique
about them and can be used for
different occasions. EOS products
are 95% organic, so users are
also environmentally conscious
and realize that they are making
a positive investment when
purchasing any EOS product.
Functional
BENEFITS
11. 11
Target Market
Meet Hailey - She’s a 19-year-old
sophomore attending college in upstate
New York. Outside of the classroom, you
can catch Hailey working hard at soccer
practice. In her downtime, Hailey loves to
read magazines such as Vogue to inspire
her fashion choices. The harsh winters
can leave her skin in serious need of
replenishing and repair. Thanks to her
favorite berry blossom EOS lotion, she can
tackle the harsh weather with confidence.
The EvolutionariesPrimary Audience-Women 18-34
Hailey Andrea Erin
Meet Andrea - She’s a 23-year-old recent
college grad, living in Virginia, who’s
starting her career in the business world.
Nothing stops her from keeping up with
the latest trends or tweeting about her
newest beauty product purchase. She’s a
social butterfly and loves going out with
friends on the weekends. Her personality
shines through her collection of EOS lip
balms she has on her desk; her personal
favorite is raspberry pomegranate.
Meet Erin - She’s a married 30 year old
woman, living outside of Boston, with
her second child on the way. When she
isn’t attending prenatal yoga or picking a
color for the nursery, she’s shopping at J.
Crew to find a unique outfit. In between
her busy schedule of picking up her child
and taking care of the family, Erin is also
working to keep her successful bakery
running smoothly, just like her legs after
using her EOS Vanilla Bliss shaving cream.
12. Campaign Strategy
EOS has five product lines and
most people only know about
one of them, the sphere lip balm.
The other four lines include hand
lotion, body lotion, stick lip balm
and shaving cream. This challenge
is caused by lack of advisement
recall. Most people haven’t seen a
EOS advisement and our challenge
is to change that.
Women in our target market are all
about staying healthy and bettering
themselves. They are hardworking
women who enjoy keeping up with
trends. These are two attributes we
will use to help bring attention to
the brand.
241 Street Advertising will be
focusing on how EOS helps women
grow and achieve success, while
still maintaining that fun, colorful
side of life.
The
Challenge
The Key
Insight
The Brand
Promise
12
14. 14
Creative Overview
Creative
Strategy
Art
Direction Copywriting
241st Street Advertising will
increase the sales of EOS and
bring more attention to the brand
by increasing advertising to send
the message “Evolve Every Day.”
“Evolve Every Day” empowers
women to live every day to the
fullest and grow into the best you.
241st Street Advertising wants to
use “Evolve Every Day” to convey
to the target market that women
that using EOS will help you grow
and achieve success, while still
maintaining the fun, colorful side
of life. EOS makes women feel
empowered so they have the ability
to make their next big move.
Each advertisement will feature a
main picture of a woman that is in
an everday situation from which
they can grow, achieve a goal, or
and continue to be successful. The
EOS logo will be in the bottom
right corner, with the products
referenced in the ad next to it.
Body copy will be placed in the
most effective spot underneath the
headline. The slogan will double as
the header and be placed between
the top and middle of
the ad.
There will be three sections of
copy in each advertisement. The
slogan “Evolve Every Day” which
doubles as the header of each
ad and the body copy. The body
copy will share the same message
across the different media but vary
in words telling the story of the
woman in the ad. The end of the
body copy will be the call to action
“Find us at your local drug store or
convenience store online at http://
evolutionofsmooth.com”
15. 15
Creative Executions
I knew I was going to have a stressful
day at the office,so to make sure it ran
smoothly I remembered to use my
EOS hand and body lotion with shea
butter and vitamin E before I left.My
pitch to the clients was successful and I
got through my pile of paperwork.This
day turned into something better than
expected.Do something for you.Find
us at your local drug store or online
at evolutionofsmooth.com.
Evolve
EverydayThe gym always wears me down. I fixed it
with a blast of hydration from EOS Smooth
Spheres Lip balm, packed with shea butter and
jojoba oil. My workout was a success, turns
out I can run the mile in almost 6 minutes. Do
something for you. Find us at your local drug
store or online at evolutionofsmooth.com.
Evolve
Everyday
16. 16
Print Online
Creative Executions
Evolve
EverydayCollege is full of stress,stress and
more stress.With an exam or project
in every class,life isn’t as smooth as I
would like it to be.I used EOS shaving
cream with shea butter and aloe the
morning before my exam,turns out I
raised my grade from a B to an A.Do
something for you.Find us at your
local drug store or online at
evolutionofsmooth.com.
This online ad is 300px x 250px. When the
consumer clicks “here”. It will redirect them to our
site where they can share pictures and videos of
themself achieving their goals and finding success.
From there, they will also be able to purchase the
products directly from the website. Additionally, the
ad will be in motion with the woman applying EOS
hand lotion to her hands and rubbing her hands
together with a confident look.
Evolve
Everyday
Do something for you.
Click here to join the
#evolutionofyou.
18. 18
Television Storyboard- 30 seconds
The commercial begins with a close-
up on an alarm going off. Slowly,
zooming out to reveal a college-aged
girl stretching out her arm to turn it
off with EOS sphere lip balm on the
nightstand.
A song will begin playing throughout
the commercial. It then cuts to a
shower scene with a girl shaving her
legs. It is a close-up of her leg on
the ledge of the bathtub with EOS
shaving cream next to her.
It will then cut to the girl getting
dressed in business attire, looking at
herself in the mirror and packing her
bag for an interview.
The commercial then cuts to the girl
outside of an executives office for
her interview. She is facing the door
but first, reached into her purse to
put on her EOS hand lotion.
The scene continues as the
executive opens their office door
and invites the girl in. They move
into a close-up of their handshake.
The scene continues as they sit
at the desk for the interview,
nodding their heads and
continuing their conversation.
The girl is rubbing her hands
together under the table.
It then cuts to the woman with
her back to the door after the
interview is over. Smiling, the
girl applies EOS smooth sticks lip
balm. The song fades away.
At the end, each element fades in
and a voiceover says the name of the
campaign “Evolve Every Day” and
“Do something for you. Find us at
your local drug store or online at
evolutionofsmooth.com”.
Evolve
EverydayDo something for you. Find us at
your local drug store or online at
evolutionofsmooth.com.
19. 19
241st Street Advertising tested their campaign advertisements by asking for opinions from students regarding the
overall visual appeal and comprehension of the ads. Through the testing the majority of the findings were positive
results. Many of the participants didn’t know that EOS had other products, besides the sphere lip balm and many
said these were the first advertisements for EOS they had ever seen. All participants tested were in the target market.
Creative Testing
“
They are appealing, especially in terms of color.”
”
“I never knew they had those other products.
“
I think women will find this uplifting and empowering.”
“I love my EOS and this makes me want to buy more.
20. 20
Media Objectives
Dimensions
Continuity
This campaign will follow a flighting schedule. We plan
to have these advertisements and commercials exposed
only during certain key times of the year. We want to
increase sales in March and November – meaning we
plan to release the advertisements and commercials
around February and October. This is because the Fall/
Winter is when the demand for the brand’s products are
most integral.
Television: 30 Second Commercial
Magazine: Full color page ads (8 ½ x 11)
Internet: 300 x 250
Billboard: 48 feet x 14 feet
Target Audience
Our target audience is women ages 18 to 34
years old. We plan on reaching our audience
through a variety of mediums, and executing each
advertisement and commercial strategically, utilizing
each medium to the brands fullest benefit. We set out
to use the following mediums: magazines, online,
television, and billboards. We expect, that by using
these mediums productively, we will efficiently reach
our target audience, and increase our awareness and
sales goals.
Message Weight
Our message weight will be relatively even and
spread across all mediums. Since the majority of our
target audience is millennials, and we are putting
more advertisements online and in magazines
targeted towards that demographic. However, we will
still be running television commercials and billboard
advertisements nationwide as well.
Geographic Scope
Our advertising campaign will be national. All of our
advertising, amongst all our mediums, will be executed
on a national level.
21. 21
MediaChoices-Magazines
Cosmopolitan is the ideal magazine for our advertising. Cosmo
reaches 16.8 million readers, 14.5 million of which are women.
Around 50% of their audience are between the ages of 18 and
34. They have everything from makeup, to lifestyle, travel,
fashion and more, all targeted specifically towards women.
People Magazine is a good way
to reach the older section of our
audience. Since some of our target
audience may be moms, this is a
good medium. 1-4 moms (according
to People’s Statistics,) read People
Magazine. However, a younger
audience does as well. It’s known
as a go-to pick-up magazine when
people (women specifically) are on
the go. People has a sum 39 million
readers.
With 11.9 million readers,
87% of Vogue’s audience
are women. With a focus
on fashion and culture,
Vogue is another ideal
magazine to execute our
advertisements.
With 10.8 million readers,
Glamour’s audience is 94%
women. With around 70.6%
being between ages 18-49.
“Glamour is for the woman who
sets the direction of her own
life and lives it to its fullest and
chicest.” This is exactly how we
want our target audience to feel
with our campaign for EOS.
Circulation: 3,019,778
Circulation: 3,510,533 Circulation: 1,259,826 Circulation: 2,327,793
22. 22
Media Choices-Televsion
ABC- Scandal is also known to
have high viewership among
women ages 18 to 34. A show
whose viewership is growing
by the episode, would be
another great time to show our
commercial.
ABC- Pretty Little Liars is the #1
social television series for women
ages 18 to 34, with almost one
million views by women in our
target audience.
MTV- Girl Code with 1.1 million
viewers, majority between ages
18 and 34, is another great TV
show that targets women. Along
with MTV having majority of their
viewership being younger women.
CW- The CW’s main target demographic is 18-34
year-old women. One show that would be most
effective to display our EOS commercial would
be during the showing of Arrow. Even though
Arrow was one of the few shows the CW put out to
increase male viewership, it also increased female
viewership.
23. 23
Media Choices-Out of Home
Media Choices-Online
Hulu subscribers are 18-49
and the median viewer age
is 33. One-third of Hulu
users are women, all of
whom are trying to watch
the latest episode of the
show they missed when
shown on television.
On YouTube, 89.31% of female
viewership are videos for Makeup and
Cosmetics. 70,000,000 YouTube users
are between the ages of 18 to 34 years
old. Utilizing YouTube correctly, placing
our advertisements on channels focused
on cosmetics and makeup, will be an
effective tactic in gaining impressions
from our target audience.
With 1.32 million users, Facebook is a great
choice for distributing online advertising. 86
million users are between 18-34. Because
the gender of users is evenly distributed, we
can assume that about 43 million are women
between ages 18-34. Facebook has the ability to
specialize placement of ads based on a specific
demographic. We can pay for our advertisement
to reach women ages 18-34, specifically.
New York, NY
Philadelphia, PA
Los Angeles, CA
Chicago, IL
We have chosen to put billboards in the largest cities. We think it
would be highly beneficial to have our billboards in places known
as “hot spots” in the U.S. This gives us greater opportunity to leave
impressions in our target audiences minds. Ads will be up for one
month in February and one month in September.
New York, NY | Philadelphia, PA | Chicago, IL | Los Angeles, CA
25. Media Budget
Magazine Pages Cost per page Total Cost
Cosmopolitan
People
Vogue
Glamour
Total Cost
3
2
2
2
$268,515
$357,200
$196,535
$260,751
$805,545
$714,400
$393,070
$521,502
$2,434,517--- ---
Television RPs Cost per point Total Cost
Pretty Little Liars
Scandal
Arrow
Girl Code
Total Cost
25
21
10
17
$30,000
$30,000
$30,000
$30,000
$750,000
$630,000
$300,000
$510,000
$2,190,000--- ---
City Days Population Cost per day
New York, NY
Philadelphia, PA
Total Cost
19,378,102
18,680,000
1,526,006
2,695,598
$29,067
$28,020
$2,289
$4,043
--- ---
Chicago, IL
Los Angeles, CA
60
60
60
60
Total Cost
$872,014
$840,600
$68,670
$121,301
$1,902,585
Online
Hulu
Facebook
YouTube
Cosmopolitan
Total Cost
Media
Cost $9,467,102 Production
Cost $500,000 Total
Cost $9,967,102
Reach Freq. Impressions CPM
25
Total Cost
5,000,000 2 10,000,000 $15
$15
$15
$15
30,000,000
30,000,000
3,000,000 2
3
3
--- --- --- ---
6,000,000
90,000,000
90,000,000
$150,000
$1,350,000
$90,000
$1,350,000
$2,940,000---
GRP
---
25
25
25
25
26. 26
Brand Activation
Objective: To increase the use of the brand among the target audience, get the target audience directly involved with the brand,
and to draw more attention to the brand. Encourage audience engagement.
Strategy: As the year comes to an end, people are always coming up with New Year’s resolutions that will help better them as a
person. We would hold a contest and have people post pictures of them achieving their resolutions or have them post a collage
of pictures of how they worked to achieve their resolutions. The participants would use #evolutionofyou in the posts. The
person with the most likes on their photo will be declared the winner of the contest. That person would win a gift box with all
of the EOS products (lip balm, lotions, shaving cream).
Time Frame: Since this contest focuses on the evolution of people and their resolutions, this contest would last from January-
December, but a winner will be chosen every four months.
#evolutionofyou Contest
EOS Point-of-PurchaseCoupons
Objective: To increase sales of EOS products.
Strategy: In magazines like Cosmopolitan and even coupon
catalogs for stores there would be coupons for $.50 off one of
the EOS lip balms or buy one get one free.
Time Frame: Placed in magazines or coupon catalogs every
few months.
Objective: To increase product awareness, product use
and sales.
Strategy: EOS is sold everywhere in stores like Target and
Walmart and pharmacies like CVS and Walgreens. In front
of the lip care aisle there would be a stand, in the shape of
the EOS lip balm packaging. On the stand, the slogan will
be written: “Evolve Every Day” and below it there will be a
description about the natural products.
Time Frame: January-December
27. 27
241st Street’s objectives were to increase comprehension by 75%, increase conviction by 70% and increase sales
by 8%. In order to achieve these goals, we plan on placing advertisements in magazines, TV commercials and
billboards to reach our target audience. We also plan on strategically placing our brand activation tactics. With
these various media vehicles and brand activation tactics, we predict that we will be able to reach these goals by
the end of the year. Below are graphs which show the benchmarks that will be used during this campaign.
Evaluation
Month Conviction Comprehension Market Goal
January
February
March
April
May
June
July
August
September
October
November
December
Total
5%
8%
2%
9%
3%
7%
2%
4%
5%
10%
8%
7%
70% 75%
10%
9%
7%
6%
5%
6%
4%
7%
5%
7%
5%
4% 0.50%
8%
0.20%
0.90%
1.30%
0.40%
0.60%
0.70%
0.20%
0.80%
0.40%
1.50%
0.40%
28. 28
Meet theThe team at 241st
Street Advertising
came together with
one goal in mind:
create innovative
advertisements that
push the boundaries.
AlisonTeadore
JillWeisman
Jill Weisman is a sophomore Integrated
Marketing Communications major
and Graphic Design minor at Ithaca
College. Jill is the layout editor of
Stillwater Literary Magazine and
is involved in the Food Allergy
Awareness Club. Her strengths
are in design, innovation, and
organization. Her favorite EOS
lip balm flavor is blueberry acai.
Alison Teadore is a sophomore
Integrated Marketing Communications
major at Ithaca College with a minor
in Communication Management and
Design. She is currently the
Design Editor at Ithaca
College’s student newspaper,
The Ithacan. Her favorite EOS
lip balm flavor is pomegranate
raspberry.
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Team
NatalieMeyer
ShaynaDePersia
TatianaPrater
Natalie Meyer is a junior Integrated
Marketing Communications major at
Ithaca College. She wants to pursue a
career in marketing or PR. Natalie
was previously an intern at
Conan in LA. She is on the
Varsity Track and Field team,
competing in the pentathlon
and heptathlon. Her favorite
EOS lip balm flavor is lemon drop.
Shayna DePersia is a sophomore,
Integrated Marketing Communications
major at Ithaca College. She is the
Director of Advertising and
Marketing Communications of
Her Campus Ithaca. She is the
Chair of Innovation and an
engagement intern for Hillel.
Her favorite EOS lip balm flavor
is strawberry sorbet.
Tatiana Prater is a sophomore
Integrated Marketing
Communications major and
International Business minor at Ithaca
College. She is the President of
Ithaca College Culinary Arts
Club and a member of the
Sister2Sister Chapter. Her
favorite EOS lip balm flavor
is Sweet Mint.
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Creative Brief
HistoricalBackground
Founded in 2006, EOS, Evolution of Smooth, is a global
company based in New York City. They produce a variety of
skin care product including lip balm, shaving cream, and
hand lotion. All of EOS’ products are made from all-natural
ingredients, combining real fruit and botanical extracts
together to help skin lock in moisture. When EOS began,
its product line consisted of the smooth sphere lip balms.
Since, they have expanded into shaving creams, hand and
body lotions, and smooth stick lip balm.
AdvertisingProblem
The target market is unaware of the variety of product lines
that EOS has beyond sphere lip balms. This could be due to
the fact that people have not seen their advertisements for
their various products.
TargetMarket
The target market is women 18 - 34. This includes
individuals who are in college, the beginning of their
careers, and trendy moms.
UnderlyingEmotionalNeed
Consumers need to feel healthy and confident. Through
these all natural products consumers can feel like their best
selves. Sometimes all a woman needs is smoothly shaved
legs, moisturized lips, or soft hands to feel empowered to
take on a busy day.
Competitors
Burt’s Bees, Chapstick, Abreva, Blistex
SingleMindedProposition
Using EOS products keeps you healthy and confident
mentally and physically with their all-natural ingredients.
Goals
Marketing Goals: This campaign will increase sales of EOS
products by 8%.
Advertising Goals: Within the target market of women 18-
34, the goal of this campaign is to increase comprehension
by 75% and conviction by 70%. We can also expect an
effective reach of 75 and an effective frequency of 4.
Time Frame: This campaign will take place over the course
of one year, beginning in January 2017.
