This document outlines a marketing plan for a proposed green lipstick brand called SMART Beauty by Maybelline. It begins with an introduction discussing lead contamination issues in lipstick and the benefits of launching a green alternative. It then performs a SWOT analysis and identifies direct and indirect competitors. The target customer segment is identified as health-conscious women aged 16-45. Business objectives include reducing environmental impact and obtaining LEED certification. The product would be positioned as a premium organic option. Distribution channels would include online, retailers like CVS and Target, and wholesalers. Promotion strategies involve sponsorship of non-profits, social media, bloggers and makeup consultants.

1. SMART Beauty
By Maybelline
GGU MKT 302
Professor Dr. Chet Chaffee
Spring 2013
Piyanuch Kangwankijwanich (Tu)
Wanich Hathagitjamroen (Hui)
Kanokwan Watkum(Wan)

2. SMART Beauty
AGENDA
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Introduction
SWOT Analysis
Competitors
Targeted Customers
Business Objectives
 Product Positioning
 Product Life Cycle
 Price
 Distributions
 Promotion and Communication
 People
References

3. SMART Beauty
INTRODUCTION
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Lipstick is a product that is used daily by women, and
there are rumors about lead contamination.
Maybelline lipstick color FF 205 or Pink Patel
contained the highest lead.
Benefits for Maybelline IF it launches green cosmetics
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Lessen notorious reputation
Create competitive advantage over competitors by
improving the brand image
Decrease production costs in a long-term

4. SMART Beauty
LEAD IN LIPSTICK
Posted by Dr. Claudia Pirisi, Oncologist. Dr. Elizabeth Ayoub, biomolecular and
medical is issued an alert for lipsticks containing lead, which is a carcinogen. The
brands that contain lead are:
CLINIQUE, ESTÉE LAUDER, SHISEIDO, RED EARTH (Lip Gloss), CHANEL (Lip
Conditioner), MARK AMERICA, MOTIVES LIPSTICK, AVON
Take this test:
1. Put some lipstick on your hand
2. With a gold ring on this lipstick pass it
3. If the lipstick color changes to black, then you know that contains lead

5. SMART Beauty
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Like-mind celebrity
Intelligent & stylish image
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International cosmetic
brand
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Alternative choice
for green consumers
Product testing on
animals
•
Strong R&D teams
Strong supply chain
Low price positioning
•
•
Intense competition
High costs of advanced
technological

6. SMART Beauty
COMPETITORS
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Direct Competitors:
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Indirect Competitors

7. SMART Beauty
TARGETED CUSTOMERS
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Women aged 16-45 who always
wear colored lipstick
Moderate income and live in major
states such as New York, California,
Illinois, etc.
Chic, modern, love fashion,
health-conscious
Price sensitivity
Use public transportation, donate to
non-profit organizations
3R: Reduce (electricity usage),
Reuse (tote bag), Recycle (waste)

8. SMART Beauty
BUSINESS OBJECTIVES
LONG-TERM GOALS
SHORT-TERM GOALS
C2C LCA
zero waste
Reduce carbon footprint
Energy effectiveness and
efficient
• Decrease production costs
• Support local communities
• Packaging scorecard
• Waste/recycling audit
• Sustainable plants and
building
• LEED Accreditation
• Animal welfare policy
• Cross-functional working
groups
• Training process
• Increase sales 5% quarterly
• 30% of the market share
• 50% customers’ awareness
•
•
•
•

9. SMART Beauty
POSITIONING
Premium
Organic Glam
SKII
Dior
Origin
Elizabeth Arden
keilh
Clinique
Clarins
100% natural
Smart Beauty
0%natural
Body shop
Maybelline
Revlon
Neutrogena
Mass

10. SMART Beauty
PRODUCT LIFE CYCLE
Raw material
 100% natural ingredients
 No harmful effects for humans
 Botanical oil: moisture and smooth
 Super plants: natural colors
Packaging
 Ingeo producer Nature Works
 Biopolymer (from plants)
 50% less GHG
 30% less non-renewable energy (than PVC)

11. SMART Beauty
PRODUCT LIFE CYCLE
Supplier
 Well-managed organic farm
 Require to comply with all laws
 Fair trade USA
 Educating farmer
Transportation
 UPS
 Sustainable company
 Reduces carbon footprint
 Top score on the CDLI (99 out of 100)

12. SMART Beauty
PRODUCT LIFE CYCLE
Manufacturing processes
 Sustainability trainings for employees
 Reuse,Recycle, and Reduce
 No toxins and heavy metals
 Wastewater treatement system
 Solar cell system
Retailer
 Non-toxic cosmetic retailers
 CVS, Walgreen, and Target
 Screening out the chemical products
 Communicate safety commitments

13. SMART Beauty
PRODUCT LIFE CYCLE
End-users and Disposal
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Remain high performance
Returning package policy
 Discounts and gifts
 Promote recycle
Disposal processes
 Eliminate wastes
 Never leave toxins and chemicals

14. SMART Beauty
PRICE
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Customers are price sensitive
Price and Quality based strategy
 Slightly higher than market price
 Product differentiation

15. SMART Beauty
DISTRIBUTION

16. SMART Beauty
DISTRIBUTION
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Directly to Customers
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Through Retailers
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Online shopping and the mobile application
provide more detailed product descriptions
Convenience stores and Drugstores e.g. Walgreens,
CVS/pharmacy, and drugstore
Supermarkets e.g. WholeFood, Safeway
University grocery stores
Communicate the sustainable campaign quickly
Through Wholesalers
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Discount Stores: Wal-Mart, Target, and Costco
Design the special sustainable packaging for large volume
orders

17. SMART Beauty
PROMOTION AND COMMUNICATION
Sponsorship
- PETA
- GEF
- PINK
Sale
promotion
- Co-branding
Make-up
consultants
- Educate
biochemical in
cosmetic
Smart
Beauty
Internet
- Social media
- Blogger
Public
Relation (PR)
Event
Marketing

18. SMART Beauty
PROMOTION AND COMMUNICATION
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Sponsorship: donates funds to support three organizations
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PR press
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Animal Protection: The Ethical Treatment of Animals (PETA)
Environmental Protection: The Global Environment Facility (GEF)
Human Right: The Pink Fund
Promote the company’s products and sustainable activities
Persuade the media outlets such as blogs, The New York Times,
The Wall Street Journal
Event marketing
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Promote product launching by tradeshow or roadshow
Display products in the universities and offices

19. SMART Beauty
ANIMAL TESTING FOR COSMETIC PRODUCTS
L'Oreal, Lancôme, MAC,
Estée Lauder, Cover Girl,
Revlon, Maybelline, Clinique,
Olay, Neutrogena, etc.
It's not just rabbits and mice, it's
cats and dogs too.

20. SMART Beauty
PROMOTION AND COMMUNICATION
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Sale promotion
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Make-up consultants:
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offer special promotions
created co-branding strategy: sustainable cosmetic bags
Product redemption promotion: return getting a discount
Teach make-up artists the right method
Use natural products and ingredients
Educate to evaluate materials and labels in cosmetic products
Internet promotion
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Social media: Facebook, Twitter, YouTube, and Pinterest.
 Provide product description details
 Update new product launching
 Promote PETA, GEF, and PINK information and activities updated
Make relationships with bloggers: TreeHugger, Committee to Protect
Journalists Blog, and Animal Rights blog

21. SMART Beauty
PEOPLE
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Rotates employees to join non-profit organizations and
boost ethics
Encourages employees to reduce environmental impact
 Reduce CO2 emissions: reduce electricity, gas and
diesel consumption.
 Reduce waste: separating the type of waste and use
recycled, reused, and repaired products and
packages
 Reduce domestic water consumption: minimize use
through low-flush toilets, metering and other devices

22. SMART Beauty
REFERENCES
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About us. (n.d.). Retrieved March 29, 2013, from The Pink Fund website:
http://www.thepinkfund.org/about_the_pink_fund.php
All about PETA. (n.d.).Retrieved March 31, 2013, from PETA website:
http://www.peta.org/about/learn-about-peta/default.aspx
Environment. (2011). Retrieved from Corporate Sustainability Report of UPS:
http://www.responsibility.ups.com/community/Static%20Files/sustainability/
2011_UPS_CSR_Environment.pdf
Environmental working group. (n.d.). Lipstick. Retrieved from http://www.ewg.org
Ingredients Glossary. (n.d.). Retrieved from the Organic Pharmacy website:
http://www.theorganicpharmacy.com/health/expert-advice/organic-ingredients/173#
Linda, C. (2011, March). Activia yogurt in bioplastic cups introduced to German market.
Retrieved from Packaging Digest website:
http://www.packagingdigest.com/article/518409Activia_yogurt_in_bioplastic_cups_introduced_to_the_German_market.php
Making A Difference. (n.d.). Retrieved from NatureWorks LLC website:
http://www.natureworksllc.com/Product-and-Applications/Folded-Cartons
Romanowski, S. (2012, July). Color cosmetic. Mintel.
Sustainable Development. (2008). Retrieved from SCG website:
http://www.scg.co.th/en/05sustainability_development/03_sustainability_report.html
What is the GEF. (n.d.). Retrieved March 31, 2013, from GEF website:
http://www.thegef.org/gef/whatisgef
Whole Foods Top Green. (2012). Retrieved from Environmental leader website:
http://www.environmentalleader.com/2012/12/12/whole-foods-tops-green-cosmeticsretailer-ranking/?graph=full&id=1