Cayla Hyman has a Bachelor's degree in Business Administration with a focus on Marketing and Communications. She has five years of work experience in customer service, sales, and team projects. Cayla is pitching Sheamoisture Raw Shea Butter Body Lotion to Sephora. The lotion contains natural and certified organic ingredients, and has benefits of hydration, moisturization, and a mild scent. Selling the product at Sephora would increase Sheamoisture's revenue, customer acquisition and retention, market diversity, and profits.

1. SHEAMOISTURE RAW SHEA BUTTER BODY LOTION
Organizational Buyer: Sephora
Seller: Cayla Hyman
MAR 3400.020
Summer 2014

2. Cayla Hyman attended the University of South Florida and received her Bachelor’s of Science
in Business Administration with a focus in Marketing and Mass Communications.
She transferred from Newport News, VA to Tampa, FL to finish pursuing her undergraduate in
a career field that will enhance her creative talents in order to explore solutions to problems
and provide a unique perspective. Cayla used her creativity to develop advertising programs,
public relations and publicity strategies, campaign and communication objectives for
marketing plans of products in billion dollar industries. With her developed skills, she has
become a source of differentiation and an asset for any company to have.
Cayla has attained superb quality communication skills from five years of work experience
specializing in customer service and sales. Being a sales associate with two different retail
companies and upholding various positions at an amusement park has help strengthen and
finite her skills to handle situations interacting with people of all backgrounds. Others tend to
gravitate to her and she has proved to be an effective persuader and a positive influencer.
With great communication skills, Cayla also has the ability to be a reliable team player and
serve others anywhere needed. Every job she has attained required her to communicate
efficiently within a team on a daily basis. Being apart of the American Marketing Association
and the International Fraternity of Delta Sigma Pi has required her to take the initiative to be
included in projects, such as, organizing and coordinating fundraising and volunteer events
across campus. She is a dedicated team player in all positions she obtains.
Contact Information:
(757) 814-4037
chyman1@mail.usf.edu

3. Product Features
Raw Shea Butter Body Lotion
Contains natural and certified organic ingredients
Cruelty free label, non animal tested
Ethically traded ingredients
Sustainable produced
Hydrating and rejuvenating
Deeply moisturizes
Contains Frankincense and Myrrh
Non-greasy, mild scent
No parabens, phthalates, paraffin, or
propylene glycol
No mineral oil, petrolatum, formaldehyde, or DEA
(cocamide diethanolamine)
No synthetic fragrance or color

4. Competitive Advantages
• http://www.sundialbrands.com/awards.html
• http://www.prnewswire.com/news-releases/sundial-brands-launches-sheamoisture-baby-care-line-in-more-than-7000-cvs-kroger-and-stop--shop-
stores-nationwide-215110671.html
• http://www.prnewswire.com/news-releases/sundial-brands-launches-sheamoisture-baby-care-line-in-more-than-7000-cvs-kroger-and-stop--shop-
stores-nationwide-215110671.html
• http://www.prnewswire.com/news-releases/sheamoisture-garners-multiple-beauty-awards-for-2013-236387521.html
• Healing Lifestyles & Spas Earth Day Beauty Award for Raw Shea Lotion w/
Frankincense & Myrrh
• Sundial Brands and its Shea Moisture brand continue to receive critical acclaim from
industry insiders, garnering 30 beauty awards from top publications over the last two
years and becoming an undisputed pioneer and leader in its space.
• Shea butter used in the products is ethically sourced through a special program
created by Shea Moisture with seven women's coops in Northern Ghana, with above
market prices paid directly to coops for shea butter.
• Since 1912, Shea Moisture has been committed to making the highest quality natural
skin and hair care products, which are healthy, therapeutic and results-oriented.

5. Benefits
Offering Shea Moisture Raw Butter Body Lotion in Sephora and SephoraOnline.com will increase
revenue by providing access for customers in areas where Sephora ships and where brick-and-
mortar stores are located.
Shea Moisture will increase customer acquisition by appealing to new customers who have never
heard of the American brand and those who live an organic and eco-friendly lifestyle around the
world.
Increase customer retention by satisfying current customers and brand loyal customers, which will
lead to an increase in store traffic.
Increase market diversity by attracting a new target of customers who are not in America.
Increase profit by gaining sales and revenue not only in America, but as well as, online and all of the
areas Sephora is located.

6. Reseller Profitability Spreadsheet
Units Unit Cost Total Cost MSRP Revenue Net Profit
10 $4 $40 $9.99 $100 $60
20 $4 $80 $9.99 $200 $120
30 $4 $120 $9.99 $300 $180
40 $4 $160 $9.99 $400 $240
50 $4 $200 $9.99 $500 $300

7. Profitability Chart
$60
$120
$180
$240
$300
0
50
100
150
200
250
300
350
10 Units 20 Units 30 Units 40 Units 50 Units
ProfitPerUnit($)
Number of Units

8. Financial Analysis Notes
• The industry average markup for cosmetics is between 60%-100% and
I chose 60% and worked backwards to find the unit cost, revenue, and
profit.
• Visited on July 10th 2014
• http://www.dailyfinance.com/2011/03/09/biggest-drugstore-markups-what-
you-pay-a-premium-for/
• http://www.alternet.org/story/148140/the_cosmetics_racket%3A_why_the_
beauty_industry_can_get_away_with_charging_a_fortune_for_makeup
• http://www.loc.gov/rr/business/BERA/issue17/current.html
• http://www.lneonline.com/articles/201112/business/