This document provides an overview of market research conducted for the development of an organic skincare brand called NYL Skincare. The research found that consumers are confused by skincare labels and claims, and are looking for unique, handmade products with transparent ingredients and stories. The proposed brand strategy is to target affluent women in major cities through an art-focused marketing campaign emphasizing rarity, uniqueness and moments of pride when showing the products to others. The campaign will include digital advertising, pop-up shops, billboards and magazine placements.

1. “life is just a journey”
PRINCESS DIANA

2. know it OWL
creative group

3. ANNE DUONG
SHANNON SMITH ANDREW ARBITELL TIFFANY WEITZMANN
ALYSSA YOUNG ADAM FEINSTEIN
LEAH ORESCAN NICK GILBREATH SARAH FELL
account manager
account manager researcher account manager
art director creative director
account manager account manager account manager

4. we had a lot of questions
about organic skincare.

5. WHAT IS NATURAL?

6. WHAT IS NATURAL? is this
organic?

7. WHAT IS NATURAL?
IS THIS SAFE TO
PUT ON MY SKIN?
is this
organic?

8. WHAT IS NATURAL?
DO THESE
INGREDIENTS
CAUSE
CANCER?
IS THIS SAFE TO
PUT ON MY SKIN?
is this
organic?

9. WHAT IS NATURAL?
DO THESE
INGREDIENTS
CAUSE
CANCER?
IS THIS SAFE TO
PUT ON MY SKIN?
is this
organic?
IS THIS FDA
APPROVED?

10. WHAT IS NATURAL?
DO THESE
INGREDIENTS
CAUSE
CANCER?
IS THIS SAFE TO
PUT ON MY SKIN?
WHAT IS IN THIS?
is this
organic?
IS THIS FDA
APPROVED?

11. THE SKINCARE MARKET
IS TOXIC.

17. we researched the
competition.

18. TATA HARPER WEBSITE

19. KAHINA WEBSITE

20. and we learned...

21. CONSUMERS ARE CONFUSED.

22. MASS DISTRIBUTION
VS.
HANDMADE

23. VEGANS ARE A NARROW
TARGET MARKET.

24. WHAT DOES NYL DO FOR YOU?

27. “I THINK A ONE OF A KIND ITEM makes a statement
WITHOUT BEING SHOWY ABOUT IT.”
SARAH, AGE 34

28. “I LIKE TO KNOW the intimate story BEHIND THE
PRODUCTS. SO MANY SKINCARE BRANDS CLAIM TO BE
‘HEALTHY FOR YOUR SKIN’ OR ‘ORGANIC’ BUT UNLESS
IT connects with me AND I KNOW HOW THE
INGREDIENTS ARE CULTIVATED, I’M NOT INTERESTED.”
ALLISON, AGE 31

29. here’s how to
solve it.

30. WE DON’T NEED TO EDUCATE HER,
she’s not blissfully unaware.

31. SHE’S INTELLIGENT
and needs to be
mentally stimulated.

32. rarity RESONATES WITH HER.

33. ESPECIALLY WHEN THERE IS
a story behind it.

34. art CATCHES HER ATTENTION,
NOT ads.

35. ITS NOT WHATS IN THE PRODUCT, BUT
what she gets out of it.

36. SHE LIVES FOR THE MOMENT

37. SHE LIVES FOR THE MOMENT
WHEN SOMEONE ASKS HER

38. SHE LIVES FOR THE MOMENT
WHEN SOMEONE ASKS HER
WHERE SHE GOT THAT
one of a kind piece.

39. THE unique elite

40. SHE IS A COLLECTOR OF
UNIQUE PIECES THAT HAVE
STORIES BEHIND THEM.

41. she’s
CHELSEA UPPER EAST SIDE
NOT

42. NOT
SOCIALIZING
IN SAN TROPEZ
she’s
HOLIDAYS IN
ANTIPAXOS

43. she’s
ANTHROPOLOGIE
NOT
SAKS FIFTH
AVENUE

44. 4.8m 2.8m 1.4m

45. this is how to
reach her.

46. MOST WOMEN WEAR MAKEUP,
you wear nyl.

47. :30 spot

52. :15 spot

62. search campaign

63. search campaign
goals
1 ACHIEVE 1% CLICK THRU RATE
2 INCREASE AND TRACK E-COMMERCE TRANSACTIONS

64. TARGETED LOCATIONS
LOS ANGELES, CA
SAN FRANCISCO, CA
NEW YORK, NY
PHILADELPHIA, PA

66. BRAND SHOP
ABOUT US/RESOURCES
“luxury skincare”
“high end skincare”
“organic skincare”
“all natural beauty
products”
“organic skincare brands”
“best skincare lines”
COLLECTION
“organic body balm”
“organic body lotion”
“natural face wash”
“rosewater face wash”
“natural hand soap”
“gentle makeup
remover”
SAMPLE SIZE
“gentle face wash”
“organic face wash”
“skincare samples”
“body polish”
“lotion samples”
“face wash samples”
negative keywords are any words pertaining to New York Life Insurance

67. NYL Skincare
nyl.com/aboutus
Fresh, All-Natural Skincare
Handmade in Small Batches
NYL Skincare
nyl.com/fullcollection
High Quality, Organic Skincare,
Try Our Luxury Skincare
Sugar Body Polish – Body Lotion
Rosewater Face Wash – Hand Soap
NYL Skincare
nyl.com/samplesizes
High Quality, Small Batch Skincare,
Try Our Sample Sizes Today
Body Balm Samples – Face Wash Sample
search

68. media

69. New York City Chelsea
10th Ave between W 16th and W 17th Street
San Francisco SoMa
At the corner of Fillmore St. and Haight St.
Los Angeles Fairfax
At the corner of S. Gilmore Lane and W. 3rd Street
Philadelphia Manayunk
On Main Street between Grape Street and Cotton Street
billboards

70. pop–up bazaar

72. magazines

75. Themagicof
SERUM
Serums are oil-based but that does not mean they
have to leave your face feeling like a large grease spot
Ladies are you tired of the same oily serums that
brands are pushing that just make your face one big
spot of grease? So are we. Then we were introduced
to Nyl skincare's velvet transformative serum and
they mean transformative! We were expecting
something natural because Nyl is an all-natural brand
but this blew our minds! If you are looking for a
product to cut back on the wrinkles and leave your
skin glowing, look no further than Nyl skincare.

77. youtube channels

81. PROMOTED
INSTAGRAM
SEARCH
PRE-ROLL
(:15 + :30)
nyl
e-commerce
page

82. thank you.