2. Target Audience
US Cosmetic Trends
Positioning
Product
Pricing
Place
Promotion
Communication Strategy
● Brand Story
● Social Media Strategy
Timeline & Budget
Recommendations
P
4. CORE TARGET CUSTOMER
Anna - Young Social Media Enthusiast
18 years - Chicago
● Acne Scarring
● Hispanic
● Willing To Try New Makeup
● Loves The Kardashians and Ariana
Grande
● Artistic
● Does Makeup For School Dances
● Watches Casey Holmes
● Conscious BuyerB
5. SECONDARY TARGET CUSTOMERS
Rosa - Real Estate Mogul
27 Years - San Antonio
● College Educated
● Facial Scarring From Burns
● Dermacol Enthusiast
● Confident
● Aspiring Special Effects
Makeup Artist
● Loves Drag Shows
Tyler - Transgender
Woman
Makeup Artist
16 years - Cleveland
B
8. TREND 2
DIVERSITY
Current U.S. Cosmetic Trends. Source:
https://hello.celebrityintelligence.com/influencing-beauty/
Diversity can include, but is not limited to
gender, race, sexual orientation, ability and
socioeconomic status.
C
9. TREND 3
TECHNOLOGY
Current US Cosmetic Trends
The development of new technology
including QR scanners and augmented
reality has made its way into the field of
cosmetics.
C
19. IN TERMS OF PRICING
We believe that there should be no alterations to the price in USD, seeing as it fits well
within the budget of our consumer base, as well as being high enough in price to establish
quality.
$15D
28. DERMACOL
BRAND TRIP
Hire brand ambassadors to attend a lavish
Prague vacation on behalf of Dermacol. This
will include:
● Plane tickets
● Dinners
● Prestige hotel near the castle
● Designated set of events to entertain
the ambassadors
Brand ambassadors will be hired by
Dermacol to act as advertisements to their
users, and Dermacol will be in control of the
message of the videos and posts. Dermacol
will also ask the ambassadors to use the
hashtag #CzechingOutDermacol.B
30. BRAND TRIP
SUCCESS
@tartecosmetics - #trippinwithtarte
“The grand total is a whopping $339K, but
Revelist notes this is only a modest
estimate...While these numbers may seem
high, consider this: the average 30-second
national ad costs $342K, while a one-page
magazine ads runs approximately $250K —
and these ads may or may not even reach
the brand’s target audience. However, a
series of Instagram posts by a fashion
blogger with 500,000 followers and a
cult-following could sell out an entire
product line within 24 hours.”
P
31. DERMACOL
CONTEST
PAIRED WITH BRAND TRIP
● The day the ambassadors get to
Prague, they will start promoting a
contest
● Ambassadors will be giving away a
Dermacol primer, setting spray, and of
course a make-up cover in a
customized makeup bag
● All six ambassadors will choose a
winner to receive these items
● The goal of this contest is to boost
engagement for Dermacol’s instagram
as well as our ambassador’s sales.
B
32. FOR EVERY $1 SPENT ON BEAUTY
INFLUENCERS IN 2017, BRANDS SECURED
AN AVERAGE ROI OF $8.81.
-Marketing Week
HTTPS://WWW.MARKETINGWEEK.COM/2018/06/12/BEAUTY-INFLUENCER-MARKETING-ROI/P
39. SOCIAL MEDIA HANDLES
● Change Instagram handles to remove
underscores
○ @dermacol_cz_sk > @dermacolczsk
○ @dermacol_international >
@dermacolprague
● Get verified on all social media platforms
D
42. BECOME CERTIFIED
FAIR-TRADE AND VEGAN
CRUELTY FREE AND NOT
TESTED ON ANIMALS
RECOMMENDATION 1
C
And consider altering your corporate status to become
a B-Corp, a social based mission corporation.
44. WEBSITE
RECOMMENDATION 2
● Add direct buying links to
purchase product from
Dermacol English website
● Additional Customer Service
for American market
(Live Chat)
(Frequently Asked Questions)
● Add page to showcase
transparency and traceability
of productsD
45. DERMACOL APP
RECOMMENDATION 3
● Introduce a new counterfeit
detection and reporting system
● Implement color matching
technology - DermaColor Match
● Technology like this has been
used in the past by
BareMinerals
B
46. ● Boxes of Dermacol product to
send to brand ambassadors
● Ambassadors then have the
option to promote the product
in Youtube videos or Instagram
posts
● Made to show off: PR boxes
have custom packaging,
typically luxurious.
B
RECOMMENDATION 4
PR
PROMOTIONAL
PACKAGE
47. PROMOTIONAL
CODES
● “Enter Code at Checkout”
● Specific code for each brand
ambassador to promote to their
audience
● Promotional code will give
customers 10% off
● Ambassadors will receive a
small portion of their sales
RECOMMENDATION 5
B
