The document outlines the marketing strategy for a new female fragrance aimed at Maybelline New York users, emphasizing co-creation with a panel of over 300 fans. It discusses the personal nature of fragrance for consumers and the importance of brand meaning as a reflection of consumer desires and aspirations. The proposed concept revolves around messages of empowerment and emotional connection, targeting various lifestyle themes for different fragrance versions.

1. © brandez-vous | May 13, 2009 | slide

2. © brandez-vous | May 13, 2009 | slide DUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN

3. WE COULD… © brandez-vous | May 13, 2009 | slide … PLAY WITH IDEAS…

4. NOT TO LEVERAGE . T O BUILD . © brandez-vous | May 13, 2009 | slide

5. 55 seconds Chanel No. 5 just sells another bottle of the most selling perfume on the world

6. M FOR MARKET © brandez-vous | May 13, 2009 | slide

7. M » ANALYSIS © brandez-vous | May 13, 2009 | slide $30.5 bn +3% p. a. 88% WENA+EEIA Women » Man 10 = 50% CK/DKNY/M ∙B ∙L

8. M » CONSUMER © brandez-vous | May 13, 2009 | slide They are worldwide They use 2+ perfume They use it daily They often carry it in handbag (it needs to be small) It is something very personal for them

9. M » SWOT © brandez-vous | May 13, 2009 | slide

10. © brandez-vous | Jun 10, 2009 | slide

11. S FOR STRATEGY © brandez-vous | May 13, 2009 | slide

12. S » KEY POINTS © brandez-vous | May 13, 2009 | slide Female fragrance Targeted mainly to current Ma ybelline New York users Keeping the current positioning

13. S » GREATEST ASSET © brandez-vous | May 13, 2009 | slide GIRLS – FANS – AMBASSADORS

16. R FOR RESEARCH © brandez-vous | May 13, 2009 | slide

17. R » CO-CREATION © brandez-vous | May 13, 2009 | slide Mabel’s Perfume = social networking panel of 300+ Mabelline New York fans - GIRLS

18. © brandez-vous | May 13, 2009 | slide FICTIVE PERSON WITH REAL WORLD IMPACT

19. © brandez-vous | May 13, 2009 | slide REAL FRIENDSHIP – NO LABORATORY RATS ANYMORE

20. © brandez-vous | May 13, 2009 | slide THEY EVEN CELEBRATED OUR FICTIVE BIRTHDAY!!!

21. © brandez-vous | May 13, 2009 | slide TALKING ABOUT GIRLS ’ THINGS…

22. © brandez-vous | May 13, 2009 | slide GROUP FOR GIRLS WHO WANTED TO COLLABORATE

23. © brandez-vous | May 13, 2009 | slide !! “LIFE ETHNOGRAPHY” – NEWS FEED !!

24. © brandez-vous | May 13, 2009 | slide ONE-TO-ONE FRIENDLY INFORMAL COMMUNICATION

25. © brandez-vous | May 13, 2009 | slide CHAT – INFORMAL CONVERSATION IN REAL TIME

26. © brandez-vous | May 13, 2009 | slide

27. © brandez-vous | May 13, 2009 | slide Yous Sandra Merti

28. R » QUESTIONARY © brandez-vous | May 13, 2009 | slide Collecting ideas Watching the girls point of view

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30. © brandez-vous | May 13, 2009 | slide

31. R » RESULTS © brandez-vous | May 13, 2009 | slide They are worldwide They use 2+ perfume They use it daily They often carry it in handbag (it needs to be small) It is something very personal for them

32. R » SEMIOTICS © brandez-vous | May 13, 2009 | slide The real meaning of the brand

33. © brandez-vous | May 13, 2009 | slide VS.

34. © brandez-vous | May 13, 2009 | slide

35. B FOR BRAND © brandez-vous | May 13, 2009 | slide

36. B » A MIRROR © brandez-vous | May 13, 2009 | slide COMPANY BRAND | CONSUMER PEOPLE Products C U L T U R E Needs Services = a mirror image between brand and consumer Desires

37. B » BEYOND NAME © brandez-vous | May 13, 2009 | slide Maybelline [’mei-bi,lin] Older sister (friend) who always gives advice, shows new horizons and help us get there, yet not too old for fun

38. © brandez-vous | May 13, 2009 | slide BRAND MOLECULE Sex and the City Mabel & T.L. Williams’ story Educative older sister-like New York Girls having fun Parties Maybe she was born with it Christy Turlington story

39. B » RECAP © brandez-vous | May 13, 2009 | slide Brand meaning: it helps them get there. WTF?: help girls get to New York in both tangible and intangible meaning.

40. B » RECAP © brandez-vous | May 13, 2009 | slide -> PROCESS , NOT A STATE .

41. C FOR CONCEPT © brandez-vous | May 13, 2009 | slide

42. C » CORE STORY © brandez-vous | May 13, 2009 | slide Focus on the brand meaning. Unfold the idea.

43. C » CORE STORY © brandez-vous | May 13, 2009 | slide They ’re searching for where they are heading in their life. -> THE PROCESS

44. C » OUR CONCEPT: MESSAGE IN THE BOTTLE © brandez-vous | May 13, 2009 | slide

45. © brandez-vous | May 13, 2009 | slide

46. C » MESSAGE in BOTTLE © brandez-vous | May 13, 2009 | slide The process. Heading somewhere. MAYBE it will get there… -> THE POWER OF MAYBE

47. C » MAYBE © brandez-vous | May 13, 2009 | slide Maybe means there are opportunities . It is possible to do and reach what I want.

48. C » MAYBE © brandez-vous | May 13, 2009 | slide We made them hold the destiny in their hands.

49. C » MAYBE © brandez-vous | May 13, 2009 | slide The message is about them. So it has to be special. Because they are special . Fuel: emotions -> use metaphor

50. C » MAYBE © brandez-vous | May 13, 2009 | slide THREE VERSIONS: Gurlies 52 nd FLOOR LEISURE

51. C » GURLIES © brandez-vous | May 13, 2009 | slide Heading for a disco… Strong, sweet scents Fun • Pop-culture • Disco Lolipop • Discoball • City Rush Party

52. C » 52 nd FLOOR © brandez-vous | May 13, 2009 | slide Heading for high position Glam-elegant scents Ambition • Sophistication Knowledge • Little things Skyscrpares

53. C » Leisure © brandez-vous | May 13, 2009 | slide Heading for peace in life Fresh smell of ground after the rain Oasis • Central Park • Time for myself • Maturity

54. C » PRINTS © brandez-vous | May 13, 2009 | slide

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57. © brandez-vous | May 13, 2009 | slide

58. D FOR DETAILS © brandez-vous | May 13, 2009 | slide

59. D » Price © brandez-vous | Jun 10, 2009 | slide $ 19 30ml/1. 02 oz $ 24 50ml/1. 7 oz $ 39 100ml/3. 4 oz

60. © brandez-vous | Jun 10, 2009 | slide D » Distrubution Luxury perfumery Mass market 20 % 80 %

61. © brandez-vous | May 13, 2009 | slide SEX WITHOUT LOVE IS LIKE A WOMAN WITH CHEAP PERFUME

62. P FOR PROMO © brandez-vous | May 13, 2009 | slide

63. MEDIAMIX TIMELINE DM PR PRINTS IN STORE ACTIVITIES SHORT FILM TV AD LAUNCH WEB - MICROSITE WEB - SOCIAL NETW MOBILE APP IN STORE TEASING Q4 Q3 Q2 Q1 Q4 Q3 Q2 Q1 ACTIVITY 2011 2010

64. IN-STORE TEASING

65. SHORT FILM TV AD Girls from around the world speaking their messages in the bottle

66. MOBILE CAMPAIGN

67. WEB MICROSITE

68. © brandez-vous | May 13, 2009 | slide 300+ MAYBELLINE NEW YORK GIRLS CAN’T BE WRONG

69. THANK YOU FOR YOUR ATTENTION © brandez-vous | May 13, 2009 | slide brandez-vous team DUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN