Pinch of Colour is developing a new ad campaign to launch in the UK. It is an eco-friendly beauty brand that donates proceeds to clean water charities. The campaign will target 20-30 year old women interested in beauty products that support a cause. Tactics will include pop-up shops, ride share partnerships, and emphasizing the brand's mission through social media with the hashtag #beautywithacause. The goal is to create an emotional connection between customers and those helped by their purchases.

1. MKT 9739- SUMMER TERM
Pinch of Colour
Global Ad Campaign
Development
Prepared By: Paige LaBrie

2. Pinch of Colour
Beauty & Personal
Care

3. Brand Background
 Eco-friendly beauty that supports sustainable living
 Based in New York, NY
 Part of proceeds are donated to support charities that
improve access to clean drinking water in third world
countries
 Targeting women looking to support beauty with a
cause

4. Niche Mass Prestige
Beauty & Personal Care Category
Pinch of Colour operates in the Niche segment of the Beauty & Personal Care Category

5. Color Cosmetics Market- US
• The color cosmetics market continues to grow
• Increased demand for multipurpose products such as sticks
**Both of these market insights are beneficial to Pinch of Colour because
its entire product line falls into the color cosmetics segment and about
half of its product offering is multipurpose sticks and color cosmetics**

6. STRENGTHS WEAKNESSES
 Beauty with a cause
 Aligned with waterless
beauty trend
 Contain on trend
ingredients such as
superfoods
 Very limited sku count
 Limited distribution
Pinch of Colour
Strengths & Weaknesses

7. Pinch of Colour
Current US Ad Campaign
 All advertising for the brand is done
through integrated brand promotion via the
following channels:
Social networking/blogs
Public relations
Influencer Marketing
Trade Shows

8. Pinch of Colour
Current US Ad Campaign Contd.
Pinch of Colour has been featured in the following print vehicles:

9. Competitor # 1
One Love Organics
 Award winning skin care brand
 Aligned with natural beauty trend
 Limited sku count due to “less is more” mentality
 Advertising is done through:
Social networking/blogs
Public relations
Influencer Marketing

10. Competitor # 2
Whamsia
 Natural and organic skin care brand
 Utilizes fermentation process to preserve the potency of their
ingredients
 Built around the belief that concentrated formulas are more
powerful
 Large product range
 Not favored with the multi-purpose seeking customer
 Advertising is mainly done through blogs and via influencers

11. Competitor # 3
HAN
Natural color cosmetics brand
Utilize natural plant and vegetable pigments
to create color cosmetics with skin care
benefits
Limited sku and shade range
All products are cruelty free and made in the
USA
Advertising is done via:
Online and print articles
Blogs
Social media

12. Ad Campaign Target:
United Kingdom

13. General Description- UK
 The UK is comprised of England, Scotland,
Wales and Northern Ireland
 Majority of the population is Christian
(60%) and Caucasian (87%)
 The capital city is London and the official
language is English
 Some of the sought after beauty trends
include glowing skin as well as bright lips

14. Key Competitors in the UK
Models Own:
• Positioned as a trendy and
affordable color cosmetics
brand
• Advertising is done through
social media
Neal’s Yard Remedies
(NYR):
• Positioned as a high quality
organic skin care brand
• Advertising is done through
online and print ads
Sleek MakeUP:
• Positioned as a fast fashion
makeup brand
• Advertising is done through
social media and
influencers
HIGH
PRICE
LOW PRICE
HIGH
QUALITY
LOW
QUALITY

15. Segmentation & Target Audience
Target Audience:
 Women ages 20-30 looking for beauty products that support a
good cause
Consumer Segment:
 Consumers in the UK are becoming more conscious of what they
put on their skin and paying more attention to ingredient labels
 More brand loyalty towards brands that demonstrate social
responsibility
 This is different from the US where consumers are willing to pay
more for a product only if it is guaranteed to work (prestige)

16. Pinch of Colour Brand Positioning for
the UK
Beauty with a cause
Looking beautiful should never come at the
expense of others or our shared planet.
Products are non-toxic, highly concentrated and crafted
without the use of water, which leads to water conservation.
Emotional Benefit: Wearing Pinch is wearing change.
Functional Benefit: Products are created with high quality
ingredients such as nourishing botanicals and powerful antioxidants
Created for individuals who are not looking to compromise on
quality while also giving back to help improve access to clean
drinking water in third world countries.
Women who share common values, which include a passion
high quality non-toxic beauty and support sustainable living
UK Competition: Sleek MakeUP, Models Own and NYR

17. Connection Idea

18. Campaign Headline
#beautywithacause

19. Pinch Creative Message Strategy
 Campaign message strategy is to create
emotional connection to the brand via the
following channels:
 Encouraging communication of consumers via social media by
using the #beautywithacause hashtag
 Include a personalized card with each purchase that has
detailed information about an individual child they helped by
purchasing their Pinch product
 The emotional message strategy works best for this
brand because it stays true to the brands core values
which makes it more credible for consumers

20. Visual illustration of Connection Idea

21. 360 Connection Idea

22. 360 Connection Wheel Overview
Pre-Purchase Experience:
 Outdoor
 Launch ride share in capital city of London to promote the eco-friendly
lifestyle and provide free ride vouchers to the first 100 customers who
make a purchase at the London pop-up shop.
Purchase Experience:
 Store & Shelf Placement
Launch temporary pop-up shops in the high traffic cities of London,
Birmingham and Liverpool to generate excitement and curiosity about the
brand.
Post Purchase Experience:
 Partnerships
 Strengthen and bring credibility to the brand by emphasizing their mission to
help individuals in third world countries get access to clean, safe water

23. Media Selection and Rationale
Outdoor:
 Connecting with customer in an outdoor type setting makes sense for
Pinch because its target consumer is eco-friendly and tends to spend more
time outdoors i.e. more exposure
Store & Shelf Placement:
 Since Pinch will have a good amount of competition in its new UK market
it is important for the brand to stand out among its competition and help
create a positive purchase experience for the customer
Partnerships:
 At the core of their founding principals Pinch’s mission is to create
waterless cosmetic products that help provide underprivileged
communities access to clean water and sanitation.
 Pinch is already partnered with:
 The Healing Waters Organization
 Clean Water for Children

24. Pre-Purchase Experience: Outdoor
• Sponsoring ride share services is a great way to get the Pinch name exposure and
help increase awareness so that it becomes a top of mind brand
• Connecting the Pinch name to an eco-friendly initiative such as a ride share helps
to support the credibility of the brand

25. Purchase Experience: Store & Shelf Placement
• Pop-up shops are more fun
and generate more excitement
from consumers due to their
here today gone tomorrow
mentality
• More consumers will be likely
to purchase Pinch products
because of their limited
availability and fun in-store
experience

26. Post Purchase Experience: Partnerships
• Creating a personal connection between the consumer and the individuals they
are helping by purchasing Pinch products helps builds a strong emotional bond
• This approach is more likely to create brand loyalty among its consumers

27. APPENDIX

28. Works Cited
"Cultural Factors." Encyclopedia of Public Health. . Encyclopedia.com. 13 May. 2017<http://www.encyclopedia.com>.
Cripps, Zoe. “17 hot beauty trends to try this spring.” Mirror, 24 Feb. 2017, www.mirror.co.uk/3am/style/3am-
fashion-celebrity-beauty/beauty-trends-spring-summer-2017-9905571. Accessed 17 Aug. 2017.
Group, The NPD. "U.S. Prestige Beauty Industry Adds $1 Billion in Sales, Grows 6 Percent in 2016." NPD Group. The
NPD Group, 07 Feb. 2017. Web. 14 May 2017.
"MSG Management Study Guide." Psychological Factors affecting Consumer Behaviour. Management Study Guide,
2017. Web. 14 May 2017.
“Pinch of Colour™ Official Site | The Waterless Beauty Company.” Pinch of Colour, pinchofcolour.com/. Accessed 17
Aug. 2017.
Romanowski, Shannon. “ Color Cosmetics - US - July 2017.” Color Cosmetics - US - July 2017 - Market Research
Report, Mintel, July 2017, reports.mintel.com/display/793925/?utm_source=homepage&highlight=color cosmetics.
Accessed 17 Aug. 2017.
"Yo! Welcome to our Guide to American Culture, Customs & Etiquette." USA - Language, Culture, Customs and
Etiquette. Commisceo Global Consultancy Ltd, 2017. Web. 14 May 2017.