FASA 208 Advertising for Fashion II

Prof. Michelle Rofe

Fabiana Bermudez

Sheila Lopez

Martina Mazzola

THE CHOICES WE MAKE

100 PERCENT PURE COSMETICS

 TABLE OF CONTENTS

AGENCY PHILOSOPHY
EXECUTIVE SUMMARY
INDUSTRY BACKGROUND
COMPANY SNAPSHOT
DESCRIPTION
COMPETITIVE REVIEW
BUYER ANALYSIS
MARKETING GOALS
REVIEW OF EXISTING/PAST PROGRAMS
CREATIVE RECOMMENDATIONS
MEDIA RECOMMENDATIONS
MEDIA MIX RECOMMENDATIONS AND RATIONALE
CAMPAIGN FLOWCHART
MEASUREMENT AND EVALUATION
BUDGET SUMMARY
CONCLUSION
APPENDICES
REFERENCES
Agency Philosophy

Clean leaf company is an advertising agency headquartered in Miami, founded in 2019, the
team specializes in mobile advertising, and branding.
Our company is dedicated to providing our clients with results-oriented advertising, public
relations, and total marketing support. We are committed to provide awareness in
our products and services that benefit our planet. We as an advertising agency love to work
with companies that cares about sustainability and the world.

Our company is a small advertising boutique that helps leading brands and startups master
the mobile arena. Our main specialty is helping companies conquer their toughest
challenges through cost-effective, creative, and innovative mobile marketing campaigns.
We will maintain a financially strong, growth-oriented company for the protection of our
employees and clients.

The mission of clean leaf company is to provide results-oriented advertising, public

relations, and marketing designed to meet our client’s objectives by providing strong
marketing concepts and excelling at customer service. We seek to become a marketing
partner with our clients. We desire to measure success for our clients through awareness,
increased sales, or other criteria mutually agreed upon between the agency and the clients.
We are committed to maintaining a rewarding environment in which we can accomplish
our mission.

Our business philosophy is to create and nurture positive employee and customer
relationships where we are all better as a result of having one another in each other’s lives.
the pragmatic application of this philosophy is to ensure that there is a constant flow of
respect for time, care for each other’s well-being and support for our mutual success in the
form of providing instructions, knowledge and resources necessary to get the job done to
the best of everyone’s ability.

Executive Summary

Clean Leaf Company is providing a strong advertising campaign to 100 percent pure with
a major purpose of increasing awareness in sustainability, but also increasing sales. Even
though 100 percent pure is the number one brand in natural beauty, we want to keep them
in the first place but making conscience of what people are using in their skincare and
beauty products.

Clean Leaf Company created a campaign for 100 percent pure “The Choices We Make”
is a movement to create awareness to everyone on what they are using in their skincare
routine. 100 percent pure campaign is to increase sales and to reach more customers. Our
campaigns are for Spring/Summer 2020 to reach 1 million of new customers. 100 percent
pure handle a diversity of customers, it does not focus on just one type of women. It really
cares about helping others to get a better skincare routine.
On the other hand, other goals for this campaign are educating and teaching how to take
care of them and the world at the same time. Sustainability and awareness are the main
purpose in “The Choices We Make”
We are using the 20% of the profit of 100 percent pure. That is 6 million. 100 percent pure
has a large list of makeup products like fruit pigmented lipstick. Our campaign is focusing
to provide a better quality of life for customers.

Online Testing in the Blog and Instagram. This will be during the campaign tracking the
amount of people reading. How many clicks they are using, also by comments, likes, and
the number of followers. On the other hand, tracking how many new followers are clicking.
Instagram profile is going to change everything because 100 percent pure is the number
one clean brand, it needs a better quality of contents on Instagram. Also, we will track the
engagements in both of these two medias that we are going to fix and make better, if people
like them after launching the changes and if they are responding well to them.

Review of Marketing Plan

Industry Background

The cosmetic industry has continued to record a significant strong growth over the years
and emerged as one of the industries holding the highest potential for further
development and growth. The research shows a projected growth for female and male
consumers worldwide. The increased awareness regarding the quality beauty products,
treatments, and glooming has rapidly boosted the cosmetics industries worldwide. Due to
increase in the demand of the cosmetics products has resulted to increase in the global
competition. The cosmetic industries are becoming very innovative and creative in
providing unique quality products in the market to earn an advantage over the
competitors. For the cosmetic industries to remain in the stiff competition needs to
upgrade their cosmetics product and integrate technology to remain productive in the
business.

Size/ Growth

Natural and Organic Beauty Market to reach $54bn by 2027. Analysts maintain a positive
long-term outlook on the global natural and organic personal care products market,
anticipating global revenue to reach US$ 54,432.2 Mn by 2027, at an annual growth of
5.2% during this period.

Current Trends/Developments Affecting the Promotion Program

The market trend is expanding continuously in international and modified adequate

distribution of cosmetics product and boosted consumption. Cosmetics industries have
extensively advanced on research, technologies and formulas. Technological
advancement has overwhelmed embraced and integrated by cosmetic industries to meet
the consumer demand. Expect further commitments to sustainability. The beauty industry
now seems united on reducing the impact of plastic pollution, with new thoughtful
packaging strategies and refined formulations. If part of adopting a more sustainable
lifestyle includes being more modest with your product habit, know that in 2019 skincare
regimes are set for a streamlined makeover. Diversity and inclusion conversations will
further be heard. The last two years have seen the industry’s late move towards
demonstrating greater diversity. While we hope that by this time next year it will seem
unbelievable that mainstream cosmetic brands didn’t always cater for all, with extensive
color ranges and ethnicity/gender/age-inclusive marketing, there is still a lot to be done.

Demographics:

Age- 17-35

Marital status- single or married

Gender- female

Ethnic background- all ethnicities

Global market

Company Snapshot

Place in the Industry (e.g., size, growth, image)

100% PURE® image is to reflect its products that are truly 100% pure: no synthetic
chemicals, chemical preservatives, artificial fragrances, artificial colors, harsh detergents
or any other unhealthy toxins. In 2019 the bran was named and awarded by the Allure

Sales History

100% Pure Beauty has a full collection of skin care, makeup, hair, and body products, all
made with natural ingredients. The brand is serious about the way it sources its
ingredients, too, using a strict methodology to determine and confirm that its products
contain no synthetic ingredients. Today, 100% Pure business is four times what it was
upon its exit from QVC and, according to Kostick (founder), the $25 million-plus
company’s sales leapt last year by a percentage in the “teens.” annual revenue $30M

Target Markets

The company’s target market is specifically directed to health and environmental care
enthusiasts. Clean beauty is one of the most important beauty markets today, and more
and more people are joining this lifestyle that the company is so happy to promote.

Positioning
100 percent pure is the number one company in clean beauty. They follow their standards
and have never forgotten their principles and values for taking care of the world we live
in.

Brand Review

100 Percent Pure is passionate about changing the way the world works in terms of
environmental issues and how the world can help making little day to day changes. The
company is not afraid to challenge the status quo and be themselves, they only are
interested to sell for the ones who want to progress with the environment and climate
changes, no wasteful packaging and no artificial or harmful ingredients in makeup.

Description

Market Share, Sales, Growth

Global cosmetics market is expected to garner $429.8 billion by 2022, registering a

CAGR of 4.3% during the forecast period 2016-2022. The beauty market is projected to
grow 14 billion us dollars in sales.

SWOT Analysis

Strengths: Affordably price, natural, organic, leads the customer into a healthier living
lifestyle. There are many toxic chemicals in cosmetic products that have been clinically
proven to cause cancer, tumors, irritation and many different skin disorders. 100%
PURE® products are truly 100% pure: no synthetic chemicals, chemical preservatives,
artificial fragrances, artificial colors, harsh detergents or any other unhealthy toxins.

Weaknesses: Don’t have a large variety and range of products. Diversity goes hand in
hand with this market and how the society is making a shift into cultural, political and
environmental changes, they should have a large range of colors for all skin types.

Opportunities: Encourage customers to recycle packaging, encourage consumers to

consider sustainable lifestyles, build loyal customer foundation, making people aware of
the choices they make when buying a non-organic/pure/clean product vs a heavily
produced and full of chemicals product.

Threats: strong competition from well-known brands, since all non-fully clean and
organic brands are making the shift of creating a more clean and sustainable market place
with their consumers as well.

Key Benefits

“A shift of preference towards natural and organic beauty products, particularly in U.S.
and European countries, fosters the growth of the cosmetics market. Rising demand for
natural, herbal and organic beauty products creates potential opportunities for
manufacturers to innovate and develop new products in accordance to consumer
preferences.”. That’s what 100 percent pure message strategies is all about, benefiting the
consumers to have a 100% clean and pure ingredient list and knowing what they’re
putting in their faces is not harmful to them nor to the environment.

Brand Image:

100 Percent Pure’s image shows that they care about their packaging materials, what they
use to create this amazing and pigmented beauty products, from lipsticks to mascaras and
eye masks all made from natures ingredients, they promote a good living a great way of
living life by watching carefully the choices we make in our daily basis, The brand is
serious about the way it sources its ingredients, too, using a strict methodology to
determine and confirm that its products contain no synthetic ingredients.

Positioning 100% pure cosmetics is the number one seller and company in the U.S for
clean beauty.

Perceptual Map
Category Development Index (CDI)

The global cosmetic products market was valued at USD 532.43 billion in 2017 and is
expected to reach a market value of USD 805.61 billion by 2023.

The global cosmetics market grew by an estimated 5.5 percent compared to the
previous sales year.

The U.S cosmetics market reached today is worth 93.5 billion U.S. dollars.
And it grew by 6% Cosmetics in North America accounts for 24 percent of the global
market. cosmetics market reached 18.8 million in 2018.

CDI: 17.5%

Brand Development Index (BDI)

Natural Cosmetics Market Worth $48.04 Billion by 2025

Competitive Review

Direct and Indirect Competitors

Their natural beauty line struggled until they found a way to tap into Chinese e-
commerce--and grew to $20 million wholesale. Bite Beauty and Kosas Cosmetics are
both direct competitors of the brand, indirect competitor would be Neutrogena, they have
a wide selection of skin care and beauty products, some are organic but not 100% pure.
Some people are not ready or willing to go 100% pure just yet.

Lists of Competitors in Research Is: Herrco UK, 100% Pure, Alima Pure, RMS Beauty,
Juice Beauty, W3LL PEOPLE, Real Purity, Kjaer Weis, ILIA Beauty, Hush + Dotti, Jane
Iredale, Dr.Bronner’s, Au Naturale, Vapour

Target Markets

All of these competitors have the same kind of target market the focus comes from
women predominantly from the ages of 16-36, all ethnicities are targeted.

Positioning

According to Allure Magazine’s the top-performing natural makeup

1- 100 Percent Pure

2- Bite beauty
3- Kosas
10- Neutrogena
Budgets

100% Pure Cosmetics: $10 - $30.00

Bite Beauty: $10 - $26
Kosas Cosmetics: $9 - $28

Current Advertising, Sales Promotion, Public Relations, and Direct Marketing

Programs

Current advertising for 100% pure cosmetics is showing the products they use to make
their famous products, showcasing pictures of the products next to fruits and natural
ingredients, the other brands don’t show their ingredients in their advertising campaigns
they empower the sustainable life but in a more artistic way, more subtle per se. Sales
promotion varies depending on the time of the year they would give more discounts in
holidays only, and promo codes are not as often as other non 100% natural brands. All of
them have direct marketing strategies, one of them being emails, everything online, since
they don’t want to use paper. They make updates about the brand, when something new
arrives and when its holiday discounts they’ll let you know.

Message Strategies

They all have generic message strategies, this being that they promote the category and
the quality of product but not so much the brand, they promote this sustainable and
healthy life, the products used, and changing your lifestyle to being super careful with the
ingredients in other makeup products that might be harmful to you and to others.

Media Strategies

The role of Media Strategies to find out the right path to transfer or say deliver the
message to the targeted customers. This 3 companies want to deliver the same messages
but in different ways, 100% pure shows its customers how they actually make their
products so that their clients know is 100% pure, truly. Bite beauty specializes in lip
products, so their message strategy is powerful women embracing their natural beauty
through a bold lip color. Kosas as well, like 100% pure, implementing the sustainable
products and cleaner lifestyle.

Overall Assessment

They all have similarities in terms of being one of the most important trends in the
moment and for upcoming years, the shift of humanity to be more careful and conscious
of what we consume on what we give our money and invest into, sustainability is what’s
IN, these brands reflect that and their major goal is to make their old consumers and new
customers fall in love with being 100% natural.
Buyer Analysis

Buying Decision Process

Recognition

Search for information

Evaluation of available alternatives

The choice making

Post-purchase evaluation

Who Buys the Product

A person who helps to make the world by making little changes, from what they eat,
where they shop, where they live, and what lifestyle they lead, and obviously what
products they put in their bodies.

Who Influences the Purchase Decision?

Personal characteristics such as the consumer's age, occupation, economic circumstances,

lifestyle, and personality have great influence on the buying decisions and behavior.

Who Makes the Decision

The consumer, purchase decision is the thought process that leads a consumer from
identifying a need, generating options, and choosing a specific product and brand.

Decision Criteria

The decision criteria in a business setting are those variables or characteristics that are
important to the organization making the decision. They should help evaluate the
alternatives from which you are choosing.

Consumer Funnel Status

The purchase funnel, or purchasing funnel, is a consumer-focused marketing model

which illustrates the theoretical customer journey towards the purchase of a good or
service. Awareness, familiarity, consideration, purchase and loyalty.

Marketing Goals

Sales Volume
 Today, the company's sales are split roughly 50/50 between e-commerce and its 13 retail
shops.

Market Share

If we divide the annual revenue of the brand which is 30 million us dollars with the U.S
cosmetics industry of 93.8 billion us dollars, 100 PERCENT PURE COSMETICS
represents 0.32% of the industry. And the “clean beauty industry” represents 3.1% of the
U.S. cosmetics and personal care market

Sales Revenue

100% Pure company annual sales revenue is of $30 Million. Today, the company's sales
are split roughly 50/50 between e-commerce and its 13 retail shops.

Return on Investment

With the campaign “The Choices We Make” we estimate to go up 1 million in sales. Or

more.

Promotional Program Situation Analysis

Review of Existing/Past Programs

IMC Objectives and Strategies

Awareness Objectives are used because there are many people are unaware of the product,
service and brand.

IMC BUDGET REACH FREQUENCY GEOGRAPHIC M1 M 2 M 3 M 4 M 5 M 6

ADVERTISING 92,000 1-4 M EVERYDAY LA. NY MIA 92,000

Billboard- CHICAGO
Banner- Social
media

MAGAZINES 3,450,OOO 1M EVERYDAY LA NY MIA 525,000 525,000 525,000 525,000 525,000 525,000
CHICAGO

New York, Los Angeles, Miami and Chicago, the four big cities of fashion, we could reach
more clientele, more frequent messaging could be spread all around these four big cities.
Reach is the number of potential customers that will be exposed to a message through a
particular media vehicle. Reach measures the number of potential customers who see/hear
the advertising campaign. Frequency refers to the number of times that those customers
will be exposed to the message. Our goal is to reach more than 6 million people, with all
our media outlets such as print media, outdoor media, and video.

Media Mix Recommendations and rationale

Share-of-voice (SOV)
The graphic scope of 100% pure is New York, Los Angeles, Miami and Chicago. These
are big cities we can potentially reach more clientele. Our goal is to reach more than 6
million people around 1 million in magazines and around 1-4 million in billboards, banners
and social media. The customers will be exposed to our advertising every day. Cost-per-
Thousand (CPM). Cost-per-Point (CPP)

Measurement and Evaluation

Our goal is to reach more than 6 million people with our print media, outdoor media and
video.

Budget Summary

Our budget for Advertising in billboards, Banner and social media is $92,000. For
Magazines, it is $3,450,000. We are using 20%of the profit of 100% Pure which is 30
million.

Conclusion

In conclusion, Clean Lea Company provides a strong advertising campaign to 100% Pure
with the purpose of increasing awareness in sustainability and increasing the company’s
sales. “The Choices We Make” is a strong campaign to create awareness to everyone on
what they are using in their skincare routine/ Makeup. Our goal was to educate our
customers on how to take care of their skin. Our main purpose for this campaign is
sustainability and to create awareness. We used 6 million which is the 20% of the profit of
100% pure. We tested our website blog and social media. Which we remodeled our social
media to create more content for our customers and to have them more engaged with our
social media. We controlled this by the how many comments each post gained, each click
on our page counted for testing if the new page was getting more people to see our social
media and the number of followers gained. Our blog was designed to educate people on
what is going on around the world with our natural environment. We advertised in
magazines, social media, billboards and banners. Our geographic allocations were Los
Angeles, New York, Chicago and Miami. We advertised with three ads in Harper’s Bazaar
Magazine we also had twelve banners around the four cities and our video was used on
Instagram, Facebook and Twitter.
Sources

https://www.statista.com/statistics/550761/us-cosmetic-sales-by-
segment/

https://www.statista.com/topics/1008/cosmetics-industry/

https://blog.euromonitor.com/beauty-personal-care-companies-
compete-strategically/

https://www.alliedmarketresearch.com/cosmetics-market

https://www.100percentpure.com/pages/faq

information gathered from class reports

https://www.allure.com/story/best-natural-organic-makeup-
brands

https://www.bloomberg.com/press-releases/2019-06-11/natural-
cosmetics-market-worth-48-04-billion-by-2025-cagr-5-01-grand-
view-research-inc

https://www.beautyindependent.com/natural-beauty-brand-100-
pure-took-over-distribution-control-destiny/

https://marketingwit.com/factors-that-influence-buying-
decisions-of-consumers