Social Media Proposal for a Skincare Brand

1. Mollagara
November 25, 2019
Social Media Proposal

2. Mollagara
The brand focuses on creating naturally organic face and body care products that are gentle, effective, and help
restore your youthful radiance and beauty. The products are sourced naturally and processed and is free of
synthetic compounds, artificial additives, or preservatives. It is packed with skin-essential ingredients like plant
extracts, minerals, and essential oils straight from mother earth.

3. Natural extracts and fragrances
• The extracts of the product are natural and unadulterated and is ISO certified.
• Mollagara Volcanic Face Mask and Mineral Body Mask are the 100% organic products, made exclusively from
natural ingredients and do not contain any artificial additives
• Mollagara Volcanic Face Mask and Mineral Body Mask meet state Ministry of Health ofTurkmenistan standards
for use in spas and medical and recreational facilities.
• All products are manufactured as per AldeVaal specifications

4. Competitors:
The Body Shop UAE
https://www.instagram.com/thebodyshopuae/
• Number of followers: 219K
• Distinct layout of the social media posts and play of colors for
all content

5. Palmer’s
• https://www.instagram.com/palmersme/
• Number of followers: 21K
• Their content focuses on products and ingredients along
with creative illustration-style videos

6. Few examples of their social media videos:
Palmer’s

7. iHerb
• https://www.instagram.com/iherb_products_in_egypt/
• Number of followers: 38.7K
• The feed features clean photography and the content is purely
product-based
• Although the brand’s social media is not interactive, the
photography is appealing to the eye

8. Beesline
• https://www.instagram.com/beeslineofficial/
• Number of followers: 101K
• The brand has a distinct social feed with play of colors and brilliant
product photography

9. Their content also uses creative videos to promote breast cancer
awareness and also regular skincare tips

10. Sephora
• https://www.instagram.com/sephoramiddleeast/
• Number of followers: 843K
• Distinct elements of their social media page:
• Distinct kind of photography in terms of colors used and
overall mood of the feed
• https://www.instagram.com/p/B3C2sKRp-P8/
• https://www.instagram.com/p/B11UX_Jpa5p/
• Tone of voice: Engaging and vibrant. Sephora’s content
consists of content that is carefully curated for the
young, makeup and beauty lovers who are constantly
looking for seasonal trends, colors, products and expert
beauty advice.
• The brand collaborates with makeup and beauty
specialists to better engage audience

11. Elemis
• https://www.instagram.com/elemismiddleeast/
• Number of followers: 4720
• Distinct elements of their social media page:
• Play with colors used enhances the visual mood of the
feed
• Tone of voice: Engaging and vibrant

12. • Creative videos (short) and influencer collaborations
Elemis

13. • Creative videos (short) and influencer collaborations
• Name: Chriselle Lim
• Number of followers: 1.1M
• Link: https://www.instagram.com/chrisellelim/
Elemis

14. Elemis
• Creative videos (short) and influencer collaborations
• Name: Katie Jane Hughes
• Number of followers: 381K
• Link: https://www.instagram.com/katiejanehughes/
• Creative videos (short) and influencer collaborations
• Name: Charmie Janee
• Number of followers: 441K
• Link: https://www.instagram.com/charmiejanee/

15. How was Elemis launched into the U.A.E.?
• The luxury department store, Tryano launched ELEMIS in the Abu Dhabi, UAE last year
• British skincare and spa brand ELEMIS was acquired in the region by Luxuria Middle East in June 2017.
• In line with Tryano’s vision to offer a curated experience to its customers, the department store collaborated with
ELEMIS to offer a series of personalised treatments featuring a selection of the luxury brand’s ground-breaking
formulations, known for delivering real results.
• For the launch, Tryano and ELEMIS invited press and VIP customers for a morning of SkinLab consultations,
complimentary mini facial treatments and post-treatment makeup application.

16. How do they market in the U.A.E.?
They market via below e-commerce channels:
• https://www.lookfantastic.ae
• https://www.basharacare.com
• https://www.noon.com
• https://www.desertcart.ae
• https://ae.pricena.com/en/brands/elemis
• Tryano.com

17. They market via below spas:
Bloomingdales in Dubai Mall

18. Debenhams – Mirdiff City Centre
Essa Beauty Salon in JLT
Cleopatra Spa atWafi

19. Shine Spa, Sheraton, Mall of the Emirates Soul Wellness & Spa, the new holistic haven at Sheraton Grand Hotel,
Dubai

20. JA Ocean View Hotel

21. GlamBox
• https://www.instagram.com/glamboxme/?hl=en
• Number of followers: 62.8K
• Distinct elements of their social media page:
• Their feed consists of product related posts and
quotes
• Tone of voice: Engaging

22. Glamglow
• https://www.instagram.com/glamglowme/
• Number of followers: 108K
• Distinct elements of their social media page:
• Really colorful and vibrant photography and short videos
highlighting the experience of using their products
• Tone of voice: Engaging

23. Recommendations (Social Media)
• Improve look and feel to reflect the brand
• The social media feed of the brand does not reflect the products which are
made of natural and fresh ingredients
• Focus on highlighting the ingredients and their health benefits through
professional photography should be on focus
• This should be supported with influencer collaborations that should run
parallelly
• Social Media contests done with the help of influencers can help drive
relevant audience from the influencer’s accounts to the brand’s account

24. Recommendations (Social Media)
The focus should also be about producing content around the theme of regular skin issues and how shifting
towards natural, vegan and cruelty free products can make a difference

25. Recommendations (Social Media)

26. • We post frequently asked questions about organic
skincare and post them on social media
• This can be made to a live Q&A session with makeup
celebrities
• We will then post answers and the most suitable
product along with the answers
• A competition can be run for the participants of this
session
Recommendations (Social Media)

27. Disruptive Docu-Series
Idea: To document making of the products on YouTube and Instagram TV
This multi-part series documenting the ideation and development of the products.
The series will be hosted on YouTube channels of makeup celebrities and takes viewers behind the scenes
pulls back the curtain on everything from product and packaging development and pricing to negotiating
with retailers and the business of organic skincare as a whole. For example, in one episode of the
transparent series, viewers learn that Caspian Sea Mini Bath Bombs is expensive to make by industry
standards.
With the sixth episode of the docu-series, the finished version of the product range will been revealed to
viewers.
Recommendations (Social Media)

28. User-Generated Content
• User-generated content is necessary to highlight the overall experience of the hotel
• Highlighting reviews from users of the product helps earn more trust as a brand

29. Recommendations (Marketing)
• Market the products via luxury department stores (Bloomingdales), luxury spas and hotels
• Include samples as part of beauty and lifestyle subscription boxes such as
Look Fantastic Beauty Box Bless Box GlobeIn Artisan Box Club
Amazon Prime Sample Boxes BomiBox

30. Recommendations (Marketing)
• Skincare pop-ups in high-end places like Dubai Opera
Reference image of the popup

31. Recommendations (Marketing)
• Market the products at events such as the Retail Summit and dinners with VIP guests

32. Recommendations (Offers)
• Provide with corporate discounts. This can be by doing tie up with various companies within the region
• Free delivery on purchase is an attractive offer for consumers
• Buy one Get one free is a sales tactic that can be used

33. Snapchat
From the fashion addict to the travel junkie, here are the UAE Snapchat pros who will make you glad you finally downloaded the
app.
It seems everyone in the world can’t help but get out their phones to document every second of their lives, and taking this to a
new level is SnapChat. Yes, it’s another social medium to get on board with.

34. Over the past few years, Snapchat has become one of the most favorite social media platforms for Khaleejis in
the region.
According to media reports, as of summer 2017, Saudi Arabian cities Jeddah and Riyadh were the two places with
the maximum daily usage of the app. It’s the best way to gain insight into what your favorite influencers or
celebrities are doing... in a more genuine and spontaneous way.

35. Influencer outreach programme
• Engaging the current audience with an Instagram contest would help increase engagement
• Influencer collaborations can increase engagement for the brand
• The influencer tie-ups can include giving them specific codes. So that their fans can get a discount when
purchasing Mollagara’s products

36. -
- Nora Bo Awad (Saudi)
• https://www.instagram.com/nora1352/
• Number of followers: 3M
-
- Lyan Nasser (Saudi)
https://www.instagram.com/lyanmakeup/
• Number of followers: 1.3M
• Snap: lalttuayijri
Influencers

37. Influencers
- Al Juhara Sajer
https://www.instagram.com/jaysajer/?hl=en
Number of followers: 312K

38. Micro-bloggers
- Asmaa Fathy
• https://www.instagram.com/aso0omartist/
• Number of followers: 85.9K
• Snap id: aso0oma_94
- Tasneem Almansour
https://www.instagram.com/makeuptm/
• Number of followers: 27K
• Snap id: MakeupT
- Heba Ahamad
• https://www.instagram.com/makeup_by_hebahamad/
• Number of followers: 58.8K
• Snap id: hebheb83

39. PLATFORM OBJECTIVE DURATION BUDGET
ESTIMATED
COST PER
VIEW
EXPECTED
RESULTS
Expats &
Kuwaitis
INSTAGRAM PROFILE VIEWS 1 MONTH AED 2,000 0.025
30,000 to 40,000
VIDEO VIEWS
YOUTUBE VIDEO VIEWS 1 MONTH AED 2,000 0.02
40,000 to 50,000
VIDEO VIEWS
TOTAL AED 4000
Media plan option 1A
on YouTube and Instagram

40. PLATFORM OBJECTIVE DURATION BUDGET
ESTIMATED
COST PER
VIEW
EXPECTED
RESULTS
Expats &
Kuwaitis
INSTAGRAM PROFILE VIEWS 1 MONTH AED 1000 0.025
25,000 to 35,000
VIDEO VIEWS
YOUTUBE VIDEO VIEWS 1 MONTH AED 1750 0.002
32,500 to 42,500
VIDEO VIEWS
Arabic
speaking
INSTAGRAM PROFILE VIEWS 1 MONTH AED 1250 0.035
5,000 to 7,500
VIDEO VIEWS
TOTAL 4000
Media plan option 1B
for YouTube and Instagram

41. PLATFORM OBJECTIVE DURATION BUDGET
ESTIMATED
COST PER
VIEW
EXPECTED
RESULTS
Expats &
Kuwaitis
INSTAGRAM PROFILE VIEWS 1 MONTH AED 1,500 0.025
20,000 to 30,000
VIDEO VIEWS
FACEBOOK VIDEO VIEWS 1 MONTH AED 1,500 0.03
20,000 to 25,000
VIDEO VIEWS
YOUTUBE VIDEO VIEWS 1 MONTH AED 1,000 0.02
20,000 to 25,000
VIDEO VIEWS
TOTAL 4000
Media plan option 2A
for Facebook, YouTube and Instagram

42. PLATFORM OBJECTIVE DURATION BUDGET
ESTIMATED
COST PER
VIEW
EXPECTED
RESULTS
Expats &
Kuwaitis
INSTAGRAM PROFILE VIEWS 1 MONTH AED 1000 0.025
25,000 to 35,000
VIDEO VIEWS
SNAPCHAT PROFILE VIEWS 2 WEEKS AED 2562 0.03
10,000 to 12,500
VIDEO VIEWS
YOUTUBE VIDEO VIEWS 1 MONTH AED 1000 0.02
20,000 to 25,000
VIDEO VIEWS
Arabic
Speaking
INSTAGRAM PROFILE VIEWS 1 MONTH AED 750 0.035
7,500 to 10,000
VIDEO VIEWS
TOTAL AED 5312
Media plan option 2B
for Snapchat, YouTube and Instagram
Note: Snapchat campaigns requires a daily budget of AED 183. Cost for a Snapchat campaign will come up to AED
2562 for two weeks