Brand Architecture                                    Eye                 Make-up             Mascara   Eyeliner          ...
Brand Hierarchy                    P&G                  CoverGirlBlast     Clean           NatureLuxe   Outlast
Brand Hierarchy         L’Oreal       MaybellineGreat Lash               Eye Studio Mascara
Brand HierarchyVibrantEyes   Foundation    Vibrant Skin
Extending Strategies                                    Eye                 Make-up              Skin             Mascara ...
Brand Sustaining Strategy                  Reinforcement                   • Advertisements                  • Drew Barrym...
Brand Sustaining Strategy                  Reinforcement                  • Advertisements                   • Fashion Wee...
Brand Sustaining Strategy               Reinforcement                   • Advertisements                        • Liu Yife...
Expanding Strategy                                              Europe            Americans                               ...
Expanding Strategy                                            Europe            Americans                                 ...
Expanding Strategy             Asian-            Americans                                                      China     ...
SWOT Analysis                • Likeability, relevance  Strengths     • High-quality, low priced productWeaknesses      • L...
SWOT Analysis  Strengths     •                • Lack of customization/adaptationWeaknesses      • Too trendy/not relatable...
SWOT Analysis                • Niche market  Strengths     • Customization, customer-based product                • High-q...
References• http://www.maybelline.com/whats-new
Red Letter Cosmetics Brand Pitch (4 of 4)
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Red Letter Cosmetics Brand Pitch (4 of 4)

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Brand pitch of a model, unique brand: Red Letter Cosmetics, a cosmetics brand designed and specially formulated for Asian women. This file shows the fourth segment of a four segment pitch project including RL and its two top competitors: CoverGirl and Maybelline in the US and Chinese markets. This pitch includes information on:
- Brand architecture
- Brand hierarchy
- Extending strategies
- Brand sustaining strategies
- Expanding strategies
- SWOT analysis

All aspects of the brand are the exclusive design and development of Erika Friedmeyer and Mariela Hilsaca.

Published in: Travel, Business
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Red Letter Cosmetics Brand Pitch (4 of 4)

  1. 1. Brand Architecture Eye Make-up Mascara Eyeliner Foundation Lipstick Shadow tools ✔ ✔ ✔ ✔ ✔CoverGirl ✔ ✔ ✔ ✔ ✔ ✔Maybelline ✔ ✔ ✔ ✔ ✔ ✔
  2. 2. Brand Hierarchy P&G CoverGirlBlast Clean NatureLuxe Outlast
  3. 3. Brand Hierarchy L’Oreal MaybellineGreat Lash Eye Studio Mascara
  4. 4. Brand HierarchyVibrantEyes Foundation Vibrant Skin
  5. 5. Extending Strategies Eye Make-up Skin Mascara Eyeliner Foundation Lipstick Shadow tools Care ✔* ✔* ✔* ✔* ✔* ✔CoverGirl ✔* ✔ ✔ ✔ ✔ ✔*CoverGirl& ✔ OlayMaybelline ✔ ✔ ✔* ✔* ✔ ✔*
  6. 6. Brand Sustaining Strategy Reinforcement • Advertisements • Drew Barrymore, Taylor Swift • ANTM • Logo, Slogan consistency CoverGirl Revitalization Adjustment • CoverGirl & Olay • No evidence • Product Cycles
  7. 7. Brand Sustaining Strategy Reinforcement • Advertisements • Fashion Week • Logo, Slogan consistency Maybelline Revitalization Adjustment • No evidence • Product Cycles
  8. 8. Brand Sustaining Strategy Reinforcement • Advertisements • Liu Yifei • Logo, Slogan consistency • Workshops Revitalization • New secondary Adjustment brand • Product Cycles associations
  9. 9. Expanding Strategy Europe Americans China Japan, Korea, SE AsiaLatin and Central OceaniaAmerica Standardization strategy with minimal customization
  10. 10. Expanding Strategy Europe Americans China Japan, Korea, SE AsiaLatin and Central OceaniaAmerica Standardization strategy with no customization
  11. 11. Expanding Strategy Asian- Americans China Japan, Korea, SE AsiaLatin and Central AfricaAmerica Always using a customization strategy
  12. 12. SWOT Analysis • Likeability, relevance Strengths • High-quality, low priced productWeaknesses • Lack of customization/adaptationOpportunities • CoverGirl&Olay Threats • More customized products
  13. 13. SWOT Analysis Strengths • • Lack of customization/adaptationWeaknesses • Too trendy/not relatableOpportunities • • More customized products Threats • More functional/every-day looks
  14. 14. SWOT Analysis • Niche market Strengths • Customization, customer-based product • High-quality product, Irritation-free guaranteeWeaknesses • Increased costs due to customizationOpportunities • New niche markets Threats • Established brands may be able to take advantage of economies of scale
  15. 15. References• http://www.maybelline.com/whats-new

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