Cheryl Neoh, Alisson Sandoval, and Erica Swallow entered the 2009 L'Oreal Brandstorm competition with the goal to create Maybelline's first fragrance. The team created a fragrance based on emotions inspired by color. The fragrance line included Champagne Darling, Crimson Devotion, Carefree Cobalt, Silver Starlet, Viva Verde, Playful in Pink, and Little Black Dress.

1. Maybelline Color Splash “ Express yourself in c o l o r ” Team CosmoChic: Cheryl Neoh Alisson Sandoval Erica Swallow

2. Agenda

13. Color Splash Collection Color Me Color Splash Webisodes My Scents Express yourself in Color

15. Focus Group Raves I am a very emotional person and the idea of using a scent as a reflection of my emotions sounds cool! - Joanna, 22 A sample tray would encourage me to buy the kit of all seven fragrances and experiment at home. It would be lovely to be in control of what I put on my skin , and to be able to make something sweet-smelling and infused with love for presents . - Weily, 18 Many fragrances are pretentious and I believe that Maybelline Color Splash is trying to eliminate that pretentious, hoighty-toighty attitude associated with women’s fragrance. The names are charming, yet fun. - Maria, 21

17. International Marketing Strategy 18 months 24 months 12 months

18. A Closer Look Latin America Europe Asia Mobile Subway Customizability Affordable, quality product Fun with fragrance Freedom to accessorize OOH Magazines Internet Television

19. “ Express yourself in C o l o r ” Questions?

28. Appendix II: Price Analysis Prices for Top Ranking Fragrances (2008) Product Name Brand Rank Small Spray (Ounces/Price Per Ounce) Large Spray (Ounces/ Price Per Ounce) No. 5 Chanel 1 0.5/$77.50 3.4/$25.58 No. 19 Chanel 2 1.7/$32.35 3.4/$24.11 Champs Elysees Guerlain 3 1.7/$38.23 3.4/$27.35 Aqua Allegoria Foliflora Guerlain 4 - 4.2/$15.48 L'Air Du Temps Nina Ricci 5 1.6/$33.75 3.3/$22.72 Dior Addict Christian Dior 6 1.7/$40.00 3.4/$25.88 Miracle Lancome 7 1.7/$32.35 3.4/$21.91 Opium Yves Saint Laurent 8 1.6/$43.75 3.3/$28.79 Shalimar Guerlain 9 1.7/$40.00 2.5/$25.60 Fendi Fendi 10 1.6/$35.00 3.4/$22.60 Anais Anais Cacherel 11 1.0/$45.00 3.4/$14.85 Romance Ralph Lauren 12 1.7/$34.12 3.4/$22.94 Ralph Ralph Lauren 13 1.7/$26.47 3.3/$18.03 Cool Water Davidoff 14 1.7/$29.11 3.4/$17.50 D&G Light Blue Dolce & Cabbana 15 1.7/$35.00 3.4/$23.53 White Diamonds Elizabeth Taylor 16 1.7/$28.82 3.3/$20.60 Nude Bill Blass 17 1.7/$21.47 3.4/$16.76 Envy Gucci 18 1.7/$36.47 3.4/$25.00 Obession Calvin Klein 19 1.7/$28.82 3.4/$19.71 Amarige D'Amour Givenchy 20 1.0/$45.00 3.3/$22.72

29. Appendix II: Price Analysis Prices for Mass Market Fragrances (2008) Product Name Brand Small Spray (Ounces/Price Per Ounce) Bijan for Women Bijan 1.7/$17.64 Island Kiss Escada 1.0/$39.99 Fantasy Britney Spears 1.7/$20.58 Tommy Girl Tommy Hilfiger 1.7/$22.34 Red Jeans Versace 2.5/$13.99 Obsession Calvin Klein 1.7/$26.46 Just Me Paris Hilton 1.7/$17.64 Vanilla Musk COTY 1.0/$13.99 Musk for Women Jovan 2.0/$9.25 Chantilly Dana 1.0/$16.49 Jessica Mc Clinktock Jessica McClintock 1.7/$10.87 Pink Musk Jovan 1.0/$11.99