bareMinerals for Men
Marketing Plan By: Danielle Hughes, Quinn Nevares& Taylor Urbany
March 14, 2013
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
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.
Be Bare. Be You. Do You Dare To Go
Are You Man Enough To Bare It All?
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.
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
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
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.
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”.
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
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
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
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.
Jack Black Lab Series
POP’s - Men’s skin
- High end
- Men’s skin
- For sensitive
- High end
- High end
- Men’s skin
- High end
POD’s - Offer only
- Made from all
- Would offer
- ‘Man Cave’
- Offer allergy
- Offer cologne
- Offer many
and gluten free
- Offer cologne
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.
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
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
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
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.
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
"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>.