Maybelline Color Splash “ Express yourself in  c o l o r ” Team CosmoChic:  Cheryl Neoh Alisson Sandoval Erica Swallow
Agenda
 
Color Splash Assessment <ul><li>Target Segment </li></ul><ul><li>Women 15-34 </li></ul><ul><li>Competitors </li></ul><ul><...
Brand Mission Statement <ul><li>Competitive Advantage </li></ul><ul><li>Emotions inspired by color </li></ul><ul><li>Custo...
Story Line: Crimson Devotion <ul><li>Starter Ideas for Visuals </li></ul><ul><li>“ Big Apple”, Macy’s, Rockettes, Chinatow...
Product Design <ul><li>Eye-catching </li></ul><ul><li>Colorful </li></ul><ul><li>Elegant </li></ul><ul><li>Sophisticated <...
Product Design Innovations <ul><li>Hinge  cap </li></ul>
Product Design Innovations <ul><li>NoC Invisible Dip Tube </li></ul>
Color Splash Customization Kiosks <ul><li>Custom fragrance </li></ul><ul><li>Special edition bottles </li></ul><ul><li>Per...
 
Communication Campaign <ul><li>Traditional Media </li></ul><ul><ul><li>Print / Television Advertisements </li></ul></ul><u...
Color Splash Collection Color Me Color Splash Webisodes My Scents Express yourself in Color
Is This Feasible?  <ul><li>Maybelline’s Existing Consumer Profile  </li></ul><ul><ul><li>Trendy, confident females, ages 1...
Focus Group Raves I am a very emotional person and the idea of using a scent as a  reflection of my emotions  sounds cool!...
Message Strategy  <ul><li>Key Idea </li></ul><ul><ul><li>Inspire a personal connection to the brand through fragrance cust...
International Marketing Strategy 18 months 24 months 12 months
A Closer  Look Latin America Europe Asia Mobile Subway Customizability Affordable, quality product Fun with  fragrance Fre...
“ Express yourself in  C o l o r ” Questions?
Appendix I: Color Chart <ul><li>Carefree Cobalt </li></ul><ul><li>Champagne Darling </li></ul><ul><li>Crimson Devotion </l...
Appendix I: Color Chart Carefree Cobalt <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Hudson River, Blue sky, ACE tr...
Appendix I: Color Chart Champagne Darling <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Taxi Cab, Broadway lights, s...
Appendix I: Color Chart Crimson Devotion <ul><li>Starter Ideas for Visuals </li></ul><ul><li>“ Big Apple”, Macy’s, Rockett...
Appendix I: Color Chart Little Black Bottle <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Nightlife, cube in Astor P...
Appendix I: Color Chart Playful in Pink <ul><li>Starter Ideas for Visuals </li></ul><ul><li>lipstick, flowers, high heel s...
Appendix I: Color Chart  Silver Starlet <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Chrysler Building, Empire Stat...
Appendix I: Color Chart Viva Verde <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Central Park, Farmer’s Market, Stat...
Appendix II: Price Analysis Prices for Top Ranking Fragrances (2008) Product Name Brand Rank Small Spray  (Ounces/Price Pe...
Appendix II: Price Analysis Prices for Mass Market Fragrances (2008) Product Name Brand Small Spray  (Ounces/Price Per Oun...
Appendix III: SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Maybelline has strong brand recognition. </li></ul><ul><li...
Appendix IV:  Focus Group Critiques <ul><li>There are places that you can make your own fragrance, so that’s not a new ide...
Appendix IV: Focus Group Raves <ul><li>I would definitely buy one. I like the colors and the idea of creating my own scent...
<ul><li>Seems like an interesting concept. Some smaller boutique stores focus on using natural ingredients to allow you to...
<ul><li>I love that we are able to customize the fragrances and mix them. Many companies won’t let us do that. I also love...
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Maybelline Color Splash Product Pitch

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Cheryl Neoh, Alisson Sandoval, and Erica Swallow entered the 2009 L'Oreal Brandstorm competition with the goal to create Maybelline's first fragrance.

The team created a fragrance based on emotions inspired by color. The fragrance line included Champagne Darling, Crimson Devotion, Carefree Cobalt, Silver Starlet, Viva Verde, Playful in Pink, and Little Black Dress.

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  • Competitive Advantage: Customization and personalization through accessories, website profile and kiosks Brand Value Current: Accessibility, urban chic, science of beauty, innovation, creative and practical solutions for everyday women, to inspire and empower women through educational programs. To reinforce: Innovation, personalization, customization and color strengths . Product Values Current : Innovation, personalization, customization, color strengths, social networking, brand interaction, multi-functionality and accessibility. To reinforce : Customization and color authority. Target: Women 15-34 Competitors: Mass market fragrances, such as Obsession, Tommy Girl, and Pleasure Advertising Claim: Express yourself in color
  • Video
  • Competitive Advantage: Customization and personalization through accessories, website profile and kiosks Brand Value Current: Accessibility, urban chic, science of beauty, innovation, creative and practical solutions for everyday women, to inspire and empower women through educational programs. To reinforce: Innovation, personalization, customization and color strengths . Product Values Current : Innovation, personalization, customization, color strengths, social networking, brand interaction, multi-functionality and accessibility. To reinforce : Customization and color authority. Target: Women 15-34 Competitors: Mass market fragrances, such as Obsession, Tommy Girl, and Pleasure Advertising Claim: Express yourself in color
  • The product design is based on feminine urban beauty. Capturing the simple, clean designs of modern New York architecture and the beauty of the female silhouette, we have designed a tall, biconcave bottle and mini accessory charms.
  • Innovative (NoC invisible dip tube &amp; connected cap)
  • Innovative (NoC invisible dip tube &amp; connected cap)
  • Remember to say Search Marketing!!
  • The youth market (15-34 years) becoming a key target population growth projections of 3.4% from 2007 to 2012 and greater levels of sophistication and spending power. The key to entering the fragrance market is innovation Color Splash is all about innovation and customizing experience to consumer
  • Maybelline Color Splash Product Pitch

    1. 1. Maybelline Color Splash “ Express yourself in c o l o r ” Team CosmoChic: Cheryl Neoh Alisson Sandoval Erica Swallow
    2. 2. Agenda
    3. 4. Color Splash Assessment <ul><li>Target Segment </li></ul><ul><li>Women 15-34 </li></ul><ul><li>Competitors </li></ul><ul><li>Mass market fragrances </li></ul><ul><li>Advertising Claim </li></ul><ul><li>“ Express yourself in c o l o r ” </li></ul>
    4. 5. Brand Mission Statement <ul><li>Competitive Advantage </li></ul><ul><li>Emotions inspired by color </li></ul><ul><li>Customization and personalization </li></ul><ul><li>Brand Value </li></ul><ul><li>Accessibility, urban chic, science of beauty, innovation </li></ul><ul><li>Innovation, personalization, and color strengths </li></ul><ul><li>Product Values </li></ul><ul><li>Customization, multi-functionality, and accessibility </li></ul>
    5. 6. Story Line: Crimson Devotion <ul><li>Starter Ideas for Visuals </li></ul><ul><li>“ Big Apple”, Macy’s, Rockettes, Chinatown lanterns, red carpet, MoMA artwork, Coney Island tower, neon signs, red wine, roses, rubies </li></ul><ul><li>Fragrance Ingredients </li></ul><ul><li>Spicy floral notes: rose, carnation, cardamon, hint of chili </li></ul><ul><li>Spokesperson Features </li></ul><ul><li>Intense, sophisticated, romantic, passionate, seductive, alluring, sexy, sensual, warm. </li></ul><ul><li>Her Relationship to the City </li></ul><ul><li>I’m in love with New York. </li></ul>
    6. 7. Product Design <ul><li>Eye-catching </li></ul><ul><li>Colorful </li></ul><ul><li>Elegant </li></ul><ul><li>Sophisticated </li></ul><ul><li>Playful </li></ul><ul><li>Feminine silhouette </li></ul><ul><li>Mini accessory </li></ul>
    7. 8. Product Design Innovations <ul><li>Hinge cap </li></ul>
    8. 9. Product Design Innovations <ul><li>NoC Invisible Dip Tube </li></ul>
    9. 10. Color Splash Customization Kiosks <ul><li>Custom fragrance </li></ul><ul><li>Special edition bottles </li></ul><ul><li>Personalized name </li></ul><ul><li>Profile creation option </li></ul><ul><li>User-friendly design </li></ul><ul><li>Pay at kiosk </li></ul><ul><li>Order saved online </li></ul>
    10. 12. Communication Campaign <ul><li>Traditional Media </li></ul><ul><ul><li>Print / Television Advertisements </li></ul></ul><ul><li>Non-Traditional Media </li></ul><ul><ul><li>Interactive Online website </li></ul></ul><ul><ul><ul><li>Webisodes </li></ul></ul></ul><ul><ul><ul><li>Personality quizzes for scent customization </li></ul></ul></ul><ul><li>Social Networking Sites </li></ul>
    11. 13. Color Splash Collection Color Me Color Splash Webisodes My Scents Express yourself in Color
    12. 14. Is This Feasible? <ul><li>Maybelline’s Existing Consumer Profile </li></ul><ul><ul><li>Trendy, confident females, ages 15-34 years </li></ul></ul><ul><ul><li>High quality cosmetics at reasonable prices </li></ul></ul><ul><li>Maybelline’s Core Competence </li></ul><ul><ul><li>Color authority and innovative image </li></ul></ul><ul><li>Fragrance Market </li></ul><ul><ul><li>U.S. fragrance market: $3.3 billion (2007) </li></ul></ul><ul><li>Focus Group Findings </li></ul>YES!
    13. 15. Focus Group Raves I am a very emotional person and the idea of using a scent as a reflection of my emotions sounds cool! - Joanna, 22  A sample tray would encourage me to buy the kit of all seven fragrances and experiment at home. It would be lovely to be in control of what I put on my skin , and to be able to make something sweet-smelling and infused with love for presents . - Weily, 18 Many fragrances are pretentious and I believe that Maybelline Color Splash is trying to eliminate that pretentious, hoighty-toighty attitude associated with women’s fragrance. The names are charming, yet fun. - Maria, 21
    14. 16. Message Strategy <ul><li>Key Idea </li></ul><ul><ul><li>Inspire a personal connection to the brand through fragrance customization </li></ul></ul><ul><li>Communication Expectations </li></ul><ul><ul><li>Appeal to existing Maybelline consumers </li></ul></ul><ul><ul><li>Showcase Maybelline’s core competency in a new market </li></ul></ul>
    15. 17. International Marketing Strategy 18 months 24 months 12 months
    16. 18. A Closer Look Latin America Europe Asia Mobile Subway Customizability Affordable, quality product Fun with fragrance Freedom to accessorize OOH Magazines Internet Television
    17. 19. “ Express yourself in C o l o r ” Questions?
    18. 20. Appendix I: Color Chart <ul><li>Carefree Cobalt </li></ul><ul><li>Champagne Darling </li></ul><ul><li>Crimson Devotion </li></ul><ul><li>Little Black Bottle </li></ul><ul><li>Playful in Pink </li></ul><ul><li>Silver Starlet </li></ul><ul><li>Viva Verde </li></ul>
    19. 21. Appendix I: Color Chart Carefree Cobalt <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Hudson River, Blue sky, ACE trains, on a ferry, fountains </li></ul><ul><li>Fragrance Ingredients </li></ul><ul><li>Fresh simple notes: Iris, orchids, ocean breeze </li></ul><ul><li>Spokesperson Features </li></ul><ul><li>Goes with the flow, care-free, down-to-earth, natural, calm, rhythmic, intelligent, self-reliant, self-assured. </li></ul><ul><li>Her Relationship to the City </li></ul><ul><li>I breathe New York. </li></ul>
    20. 22. Appendix I: Color Chart Champagne Darling <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Taxi Cab, Broadway lights, street divider, champagne, gold jewelry </li></ul><ul><li>Fragrance Ingredients </li></ul><ul><li>Champagne, lemon, mandarin blossoms, chrysanthemum, apricot </li></ul><ul><li>Spokesperson Features </li></ul><ul><li>Glamour, luxury, radiant, diva, hails cabs, Broadway VIP seats, champagne after-parties </li></ul><ul><li>Her Relationship to the City </li></ul><ul><li>Living the high life in New York. </li></ul>
    21. 23. Appendix I: Color Chart Crimson Devotion <ul><li>Starter Ideas for Visuals </li></ul><ul><li>“ Big Apple”, Macy’s, Rockettes, Chinatown lanterns, red carpet, MoMA artwork, Coney Island tower, neon signs, red wine, roses, rubies </li></ul><ul><li>Fragrance Ingredients </li></ul><ul><li>Spicy floral notes: rose, carnation, cardamon, hint of chili </li></ul><ul><li>Spokesperson Features </li></ul><ul><li>Intense, sophisticated, romantic, passionate, seductive, alluring, sexy, sensual, warm. </li></ul><ul><li>Her Relationship to the City </li></ul><ul><li>I’m in love with New York. </li></ul>
    22. 24. Appendix I: Color Chart Little Black Bottle <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Nightlife, cube in Astor Place, black limousines, little black dress, stilettos, streets, black tea, leather </li></ul><ul><li>Fragrance Ingredients </li></ul><ul><li>Chypre/woody notes: black orchid, oolong tea, espresso, blackberry </li></ul><ul><li>Spokesperson Features </li></ul><ul><li>Chic, daring, bold, classic, sophisticated, mysterious, modern, put-together. </li></ul><ul><li>Her Relationship to the City </li></ul><ul><li>Are you ready for me, New York? </li></ul>
    23. 25. Appendix I: Color Chart Playful in Pink <ul><li>Starter Ideas for Visuals </li></ul><ul><li>lipstick, flowers, high heel shoes, magazine covers, flowing skirts </li></ul><ul><li>Fragrance Ingredients </li></ul><ul><li>Mostly floral notes: pink iris, tulip. Base note: mixed berries, lychee </li></ul><ul><li>Spokesperson Features </li></ul><ul><li>Fast-paced, busy women, but light-hearted and fun/flirty, playful. Smiles and laughs a lot. Approachable. Spirited. </li></ul><ul><li>Her Relationship to the City </li></ul><ul><li>New York is my playground. Life is an adventure. </li></ul>
    24. 26. Appendix I: Color Chart Silver Starlet <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Chrysler Building, Empire State Building, any buildings, glittering diamonds, World Fair globe, MoMA artwork, subway train in motion </li></ul><ul><li>Fragrance Ingredients </li></ul><ul><li>Gourmand/floral/Oriental notes: lilies, vanilla, sugarcane, amber, sandalwood </li></ul><ul><li>Spokesperson Features </li></ul><ul><li>Glamorous, fashionista, trendy, confident, star of the show. </li></ul><ul><li>Her Relationship to the City </li></ul><ul><li>Bright lights, big city. I’m a star in New York. </li></ul>
    25. 27. Appendix I: Color Chart Viva Verde <ul><li>Starter Ideas for Visuals </li></ul><ul><li>Central Park, Farmer’s Market, Statue of Liberty, Green Tea Latte, subway globe, 4/5/6 trains </li></ul><ul><li>Fragrance Ingredients </li></ul><ul><li>Green tea latte, lime, lemon grass, green apples, sage, rosemary </li></ul><ul><li>Spokesperson Features </li></ul><ul><li>Organic, healthy lifestyle, fresh, </li></ul><ul><li>full of zest, lively, invigorating, spritely, active </li></ul><ul><li>Her Relationship to the City </li></ul><ul><li>New York inspires me. </li></ul>
    26. 28. Appendix II: Price Analysis Prices for Top Ranking Fragrances (2008) Product Name Brand Rank Small Spray (Ounces/Price Per Ounce) Large Spray (Ounces/ Price Per Ounce) No. 5 Chanel 1 0.5/$77.50 3.4/$25.58 No. 19 Chanel 2 1.7/$32.35 3.4/$24.11 Champs Elysees Guerlain 3 1.7/$38.23 3.4/$27.35 Aqua Allegoria Foliflora Guerlain 4 - 4.2/$15.48 L'Air Du Temps Nina Ricci 5 1.6/$33.75 3.3/$22.72 Dior Addict Christian Dior 6 1.7/$40.00 3.4/$25.88 Miracle Lancome 7 1.7/$32.35 3.4/$21.91 Opium Yves Saint Laurent 8 1.6/$43.75 3.3/$28.79 Shalimar Guerlain 9 1.7/$40.00 2.5/$25.60 Fendi Fendi 10 1.6/$35.00 3.4/$22.60 Anais Anais Cacherel 11 1.0/$45.00 3.4/$14.85 Romance Ralph Lauren 12 1.7/$34.12 3.4/$22.94 Ralph Ralph Lauren 13 1.7/$26.47 3.3/$18.03 Cool Water Davidoff 14 1.7/$29.11 3.4/$17.50 D&G Light Blue Dolce & Cabbana 15 1.7/$35.00 3.4/$23.53 White Diamonds Elizabeth Taylor 16 1.7/$28.82 3.3/$20.60 Nude Bill Blass 17 1.7/$21.47 3.4/$16.76 Envy Gucci 18 1.7/$36.47 3.4/$25.00 Obession Calvin Klein 19 1.7/$28.82 3.4/$19.71 Amarige D'Amour Givenchy 20 1.0/$45.00 3.3/$22.72
    27. 29. Appendix II: Price Analysis Prices for Mass Market Fragrances (2008) Product Name Brand Small Spray (Ounces/Price Per Ounce) Bijan for Women Bijan 1.7/$17.64 Island Kiss Escada 1.0/$39.99 Fantasy Britney Spears 1.7/$20.58 Tommy Girl Tommy Hilfiger 1.7/$22.34 Red Jeans Versace 2.5/$13.99 Obsession Calvin Klein 1.7/$26.46 Just Me Paris Hilton 1.7/$17.64 Vanilla Musk COTY 1.0/$13.99 Musk for Women Jovan 2.0/$9.25 Chantilly Dana 1.0/$16.49 Jessica Mc Clinktock Jessica McClintock 1.7/$10.87 Pink Musk Jovan 1.0/$11.99
    28. 30. Appendix III: SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Maybelline has strong brand recognition. </li></ul><ul><li>Maybelline is considered the lead provider of color cosmetics. </li></ul><ul><li>Maybelline is known for variety. </li></ul><ul><li>Weaknesses </li></ul><ul><li>Maybelline is most known for cosmetics line. Consumers may not accept a fragrance launch. </li></ul><ul><li>Price assumption for affordable cosmetics will affect pricing of Maybelline fragrance. </li></ul><ul><li>Maybelline is not perceived as a luxury brand. </li></ul><ul><li>Opportunities </li></ul><ul><li>Youth market (15-34) is becoming a prime segment due to forecasted population growth. </li></ul><ul><li>Travel size fragrances are an increasing market, especially with teens and younger consumers. </li></ul><ul><li>60% of worldwide fragrance sales are made in North America. </li></ul><ul><li>Increase in internet marketing and shopping equates to online distribution opportunities. </li></ul><ul><li>On average, women wear their favorite fragrance for 3 years. </li></ul><ul><li>Nearly all women are interested in recycling their fragrance bottle for an incentive. </li></ul><ul><li>Threats </li></ul><ul><li>Many high performing fragrances already exist and have high brand loyalty. </li></ul><ul><li>Fragrances have a short product shelf life. </li></ul><ul><li>The celebrity fragrances trend may overshadow brand fragrance collections. </li></ul><ul><li>Low retail price may lessen product prestige. </li></ul><ul><li>Brand loyalty in fragrances among women 15-34 is lacking, because many women buy fragrances based on emotional impulses. </li></ul><ul><li>The fragrance market is saturated due to higher launch rates and fragmented distribution. </li></ul>
    29. 31. Appendix IV: Focus Group Critiques <ul><li>There are places that you can make your own fragrance, so that’s not a new idea, but to have it be so widespread and accessible via the web will probably draw many consumers. </li></ul><ul><li>- Maria, 21 </li></ul>I think the miniature bottles should reflect the names. There could be a miniature black dress, a miniature champagne bottle, and so on. - Tiffany, 20 The ability to mix the fragrances seems a bit risqué. Have all possible combinations been tested? Will they all produce acceptable smells? - Joanna, 22 If everyone was able to customize their scents and colors, it would actually be extremely costly to Maybelline in terms of time and expenditures design each product individually by order. - Elizabeth, 20
    30. 32. Appendix IV: Focus Group Raves <ul><li>I would definitely buy one. I like the colors and the idea of creating my own scent would be different. The names make it sound like there would be interesting scents and it would probably be fun to make. </li></ul><ul><li>- Emily, 19 </li></ul>I like the idea. Colors that reflect moods is a cool idea. - Jasmine, 21 Personally, I like the idea of the accessory bottles. I stay devoted to my perfumes for extremely long periods, so I am not sure if I would ever switch to Color Splash, but the names and flavors sound exciting. I would definitely want to try it out. What I might adopt into my daily life is the accessory bottles as carry along accessories in their creative forms or simply in my bag, which is so much more convenient than carrying entire bottles. - Neha, 21
    31. 33. <ul><li>Seems like an interesting concept. Some smaller boutique stores focus on using natural ingredients to allow you to create your own fragrance. It seems this concept is especially popular among celebrities and it is interesting to see big name brands come into this field. </li></ul><ul><li>- Shipra, 20 </li></ul>Appendix IV: Focus Group Raves I like the idea of mixing the fragrance myself. I can then show off my special fragrance. I’d buy it if the price is good. -Fan, 18 It is very interesting, because I have never come across this concept before. I am eager to try it out!   -Veronica, 21
    32. 34. <ul><li>I love that we are able to customize the fragrances and mix them. Many companies won’t let us do that. I also love how the fragrances are playing with emotions inspired by colors. I am definitely interested in it. The names of the fragrances alone sound enticing. I like that we are able to customize, so that gives me more of an incentive to buy. </li></ul><ul><li>- Raquel, 20 </li></ul>Appendix IV: Focus Group Raves I really like the name for the “Little Black Bottle” perfume. “Silver Starlet” might be a little too cute of a name. - Caroline, 21 It sounds very creative; I’ve never heard of anything like it! I would consider buying it because it sounds unique, but I would prefer to sample it first. - Francine, 21

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