Summer 2019 Intern Capstone Project

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bro.
by tarte

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7 in 10 guys admit to “borrowing” their GF’s skincare products
however
A man’s skin needs different ingredients and care than a woman’s
luckily
The men’s personal care market is expected to hit $166 billion by 2022
and we think tarte should be a part of that with bro. by tarte.

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We want to reach a new market of men who haven’t
even considered skincare before. The man who still uses
a 4-in-1 shampoo/conditioner/body wash/face wash.
In doing so, we have created bro by tarte. An extremely
simple and effective way for your average man to keep
his skin/hair healthy.

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target market
We want to reach men
between the ages of 20-30
who are recent college
graduates and starting their
careers!

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customer profile
Meet Tyler…
Age: 26
Occupation: Contractor
Hobbies: watching football, playing
video games, and hitting the gym
Demographics:
Sex: Male
Age: 20-30
Income: $40,000+
Psychographics:
Adventure Seeker
Active
Sport Oriented

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trend report & mood board

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ingredient story
Mamaku or “black tree fern”
● Native to New Zealand
● Extract/Gel pressed from the fern is
made mostly of water with
numerous nutrients
● Gel is effective at bringing natural
hydration to skin, locking in moisture
for radiant, supple skin

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THE NEW BEST FRIEND
face wash
THE NEW BEST FRIEND face wash will become your new best friend
after your first use! This hydrating and brightening face wash cleans
away dirt and impurities without stripping your skin of moisture.
Formulated with aloe vera, tea tree oil, eucalyptus oil, and mamaku
gel for a cooling effect.

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product description
THE NEW BEST FRIEND
$ 28/ 10 oz
WHAT IT IS:
★ Daily cleansing face wash
★ Hydrating and brightening
★ Formulated with tea tree oil, aloe vera, and mamaku gel.
WHAT IT DOES:
★ Removes excess oil and impurities
★ Gentle enough to use twice daily without stripping the skin
of moisture
HOW TO USE:
★ Dispense one to two pumps on fingertips, massage into skin
for 30-60 seconds until lather develops. Rinse and pat dry.
CLAIMS:
● dermatologist tested
● hypoallergenic
● vegan

11. Get your game on and celebrate this
home run with us! The POST GAME after
shave has a cooling effect that reduces
irritation after shaving.
POST GAME
after shave

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product description
POST GAME
$24 / 4 oz
WHAT IT IS:
★ Cooling aftershave
★ Formulated with aloe vera and mamaku gel
WHAT IT DOES:
★ Soothes razor burn and irritation
★ Prevents flaking and seals in moisture
HOW TO USE:
★ Dispense a small amount on palm and massage evenly
onto just-shaved skin. Follow with our electro-lite moisturizer.
CLAIMS:
★ dermatologist tested
★ hypoallergenic
★ vegan

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ELECTRO-LITE
moisturizer
Need that boost of energy to keep you energized
and hydrated throughout your day? Electro-lite
moisturizer will help keep you looking fresh,
hydrated and energized throughout your day
(even if you don’t feel that way!) Formulated with
Mamaku to brighten the skin and lock in hydration.

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$25 / 3 oz
WHAT IT IS:
★ A moisturizer that brightens skin while also locking in
moisture
WHAT IT DOES:
★ This intense moisturizer hydrates the skin, leaving it feeling
light, smooth, and refreshed.
HOW TO USE:
★ One pump of the bottle dispenses the PERFECT dime size
amount to rub evenly on face.
CLAIMS:
● dermatologist tested
● hypoallergenic
● vegan
product description
ELECTRO-LITE

15. Fueled Up
Hair Gel
Controlling your hair has never looked
so good! Fueled up hair gel gives you a
clean, finished, natural look. No one will
ever guess you are wearing hair gel- it’s
that good!

16. WHAT IT IS:
★ A waterproof hair gel that holds hair in place while also moisturizing
and softening!
WHAT IT DOES:
★ Our hair gel volumizes hair, while holding it together to give a natural
look
HOW TO USE:
★ Scoop a small amount into your hands and brush it through your hair
with your fingers. Move your hair with the gel just the way you want
your hair styled!
CLAIMS:
● dermatologist tested
● waterproof
● hypoallergenic
● vegan
product description
Fueled Up
Hair Gel
$18 / 2 oz

17. Peel Off
Face Mask
Ever feel like your face needs to be
refreshed to give it a clean, smooth
look? This is exactly what the Peel Off
mask will do. While unclogging pores, it
works to remove bad-for-you oils. At
last, leaving your skin looking smooth,
clean, and natural.

18. WHAT IT IS:
★ This peel off gel mask delivers much needed moisture while
tightening and brightening mens skin.
WHAT IT DOES:
★ This face mask will hydrate the skin while unclogging pores, in order
to leave your skin feeling smooth, shiny, and moisturized.
HOW TO USE:
★ Scoop the mask out of the jar and apply it to the parts of your face
that you wish to treat. The mask will dry and harder after a minute of
application. Keep the mask on for 10-15 minutes to get the best
results. Finally peel the mask off the uncover the magic.
CLAIMS:
● dermatologist tested
● hypoallergenic
● vegan
product description
Peel Off
Face Mask
$30 / 3 oz

19. mamaku
fern symbol
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primary packaging
airless
pump
clear forest
green
double
walled
plastic
plastic
injection
molded cap,
silver
metallized
silver
metallized
pump
metallic
deep silver
frosted glass
black
matte
secondary
with hot
stamped
silver

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Competitive Pricing Analysis
tarte Similar Product
Post Game After Shave Fueled up Hair Gel Peel Off Face Mask Electrolyte Moisturizer The New Best Friend face
wash
Competitor 1
Competitor 2
Competitor 3
Average Price $23.00 $20.00 $25.00 $35.00 $21.50
Our Price $24 $18 $30 $25 $28

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corporate social responsibility
Who is GrowNYC?
“Our mission is to improve New York City's quality of life through environmental programs
that transform communities block by block and empower all New Yorkers to secure a
clean and healthy environment for future generations”
Donations towards:
Greenmarket → network of farmers markets & youthmarkets operated by
neighborhood youth to ensure access to healthy food
Recycle → training & collection of textile & food collection to reduce waste
Garden → supporting community & school gardens
Education → 70,000 children per year provided with environmental activities to
foster future involvement
tarte x GrowNYC
On bro by tarte launch day, 10% of any purchase from the line is donated to
GrowNYC!

22. Influencer Tailgate Event
Tagline: Bro BBQ
Hashtags: #brobytarte
Influencers: Christian Guzman, @barstoolpat, Simu Liu
Overview:
● Lunchtime tailgate in a large parking lot filled with food trucks
● Lounge area complete with seating and bean bags where a football
game will be playing on a large TV
● Cornhole
● Barber truck that will teach the everyday man how to apply their new
bro. By tarte products
- Also at this barber truck men will get a chance to get their faces
shaved or their eyebrows fixed up.

23. BarberTruck
T
V
Bar
Food Truck Food Truck Food Truck
FoodTruckFoodTruck
Corn Hole
Kan Jam
Seating
EyeBrows
Influencer Tailgate Event
Turf Field

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In Store Pop Ups
Once a month, two bro. By tarte representatives will go to a store to demo
products. While men are shopping for their new apparel, the representatives
will educate those men on why they need to take care of their skin and how
they can do it in a couple easy steps.
Target: Men, Significant Others, Moms
Influencer Meet and Greets:
● The Try Guys (1.3 M followers)
● In more populated areas like New York, LA, and London
● If the event is in London, we can get Jim Chapman or other London
based influencer.
● Influencers should have a dominant male fanbase and in order to
participate in the meet and greet
● Fans have to buy at least one product from bro. By tarte.
Stores: Supreme, Nike, Adidas, Kith, Urban Outfitter, Lululemon, All Saints,
GNC, Nordstrom
Hashtag: #broonthego

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pr mailers
Target: the everyday guy
Influencers: Barstool Sports
Collateral: A cooler, SIFTB Flag
Products: Bro. by tarte line
Tagline: #SIFTB
SKINCARE
IS FOR
THE BOYS
@stoolpresidente
1.4M followers

26. Target: the guy in a relationship
Influencers: Nick Bateman, Gabriel Conte, Matt Stockert
Collateral: Lululemon his and hers outfits
Products: bro by tarte, the limited edition mask, Awake line
Tagline: 7 out of 10 boyfriends use their girlfriend’s skincare, so why not have your own?
@gabrielconte
2M followers
@jess
2.2M

27. Target: the more fashionable man
Influencers: Jim Chapman, Lucky Blue Smith
Products: bro. by tarte line
Collateral: DW watch, suit accessories set
Tagline: Skincare is an accessory too.
@jimchapman
2M
@luckybsmith
3M

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Media Mailer
Pitch: Mom’s shopping for their sons
Media Outlets: Magazines
Target: Women & Men
Categories: Mothers, families, home, lifestyle, beauty, health and fitness
Examples: Good Housekeeping, Better Homes & Gardens, Men’s Health,
Instyle, Allure, Glamour, Women’s Day, Family Circle, Real Simple, Vogue,
O - The Oprah Magazine, Ladies’ Home Journal, Parents Magazine, Health
Magazine etc.
Products Included: bro. by tarte line
Headline: bro. by tarte
#momapproved
Tagline:
Don’t be just a regular mom… be a cool mom

29. 3 BAYseasonal launch summary
release timeline
fall 2020
Launches:
Tarte.com: Late June
Sephora omni-launch:
Early July
Mailer:
Early July
Events:
Mid July
Pop-Ups:
Late July
through early
August
Social:
Late June

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thank you!
any questions?