Kat Von D is a famous tattoo artist and TV personality who created a successful makeup brand. Her newest collection, Studded Kiss, caters to bold, confident women. In primary research, testers found the long-lasting lipsticks comfortable in both bold shades and everyday colors. The brand's target market is women 18 and older who want high-quality makeup regardless of age, background, or style. Secondary research showed keeping the brand's edgy logo and feel in advertisements. Goals are to increase awareness and sales 7% through magazine ads and a NYC graffiti campaign.

1. Bad, Bold, and Confident.
Presented by
Sage Ratner & Dominique Falcone

2. THE BIG IDEA
“BAD, BOLD, AND CONFIDENT.”
Background:
Katherine von Drachenberg, best known as Kat Von D is a tattoo artist, model,
musician, TV personality, and now makeup brand owner. The beginning of her
fame began on the TLC series, LA Ink where she gained the Guiness World
Record of most tattoos given by a single person in 24 hours, designed the logo
for the city of Los Angeles, and wrote two books, High Voltage Tattoo and The
Tattoo Chronicals which reached #6 and #3 on the The New York Times Best
Seller list.
In 2008, Von D created a makeup line for Sephora in which she continues
to release new collections every year. She embodies the largest following
amongst any beauty brand on social media by showcasing her talent and
passion for color. Kat has created this high performance brand that
specializes in long-wear, high pigment, and full coverage makeup products. The
newest collection in the spotlight is the “Studded Kiss Collection,” for the
“baddest, boldest, and most confident” woman.

3. PRIMARY RESEARCH:
For our primary research, we actually purchased the Studded Kiss Lipstick Set from
Sephora to try it out first hand. Each color, enticing and bold, was comfortable and long
lasting. The set included four bold reds, three statement pops of color, and two every-
day classic shades- in matte, shimmer, and metallic. We also passed along the lipsticks
to our friends to try and review.
Gabrielle French (21 year old college student)- “ I like the dark red shade, it makes me
feel edgy-chic and badass when I wear it out. I just hope it doesn’t scare the boys
away...”
Marianna Dunbrook (20-year-old college student)- “I’m never really bold with my make-
up - I like simple, soft, and feminine. That’s why I like this brand because it caters to all
kinds of women and all kinds of moods.”
SECONDARY RESEARCH:
We kept the Kat Von D logo in our advertisements as well as the overall “feel” of
the brand.
GOALS AND OBJECTIVES:
1. To increase overall awareness
2. To increase sales by 7%
This will be executed through magazine advertisements and our NYC graffiti takeover
campaign

4. TARGET MARKET:
Our target market is women, 18 and older. We did not want to set a specific
age range because we feel as though lipstick is a universal symbol for
femininity and expression across all ages. No matter age, color, or background
story, our women are confident in their skin.
This is Tamara- a 23-year-old grad student at Cornell University. During the week
she is a serious student studying pre-med but on the weekends she likes the let
loose and enjoy the Ithaca nightlife with her friends. With all of the vodka
sodas she is about to consume she needs a lipstick that will last long enough
she doesn’t have to reapply but cheap enough so that if she accidentally loses
it, it will not ruin her budget.
This is Sonia, a 37-year-old mother of two. Ever since the age of 16, she has
enjoyed experimenting with all types of makeup. However, having kids and
getting older, she needs to use products that are good and beneficial for her
skin after reapplying for all of those years. The Studded Kiss lipstick is infused
with vitamins A, C, E, and antioxidants to leave her lips feeling soft and renued.

5. STRATEGY:

7. WILD CARD:

8. TREND BOARD: