Katelyn Reedy

February 14, 2020

Creative Brief/Copy Platform

Product/Client​: MoistureBay Hairspray

Brief Description Including History, Features, Benefits and Advantages:​ MoistureBay

Hairspray provides day-long protection from typical wear and from moisture/humidity to keep
any hairstyle looking like it’s “fresh out of a salon.” They have been in business for just over 3
years, primarily utilizing online sales through their website, select salons, and promotion by
social media influencers. They recently rolled their product out to some big box stores for
greater client convenience. It sells at a competitive price of $6.89 per can. MoistureBay
incorporates a mix of natural ingredients into their formula to keep hair from feeling sticky and
stiff. Their formula helps maintain hold and resist moisture in the air, which has been clinically
tested as well. The product gives hair a natural shine, feels lightweight, and washes out easily
with shampoo. It has a selection of 3 different scents including a nonscented option for
scent-sensitive clients.

Suggested Positioning: ​We will position MoistureBay Hairspray as the hair product that
ensures a natural feel, provides resistance to moisture, and guarantees day-long hold for all
hairstyles.

Target Audience:​ The general target audience for MoistureBay Hairspray is made up of single
young women aged 16-34. The potential customer is a single woman in her early to mid 20’s.
She has earned an undergraduate degree and now enjoys working as a content creator for a
business in Seattle, Washington. She is satisfied with her education for now but wants to stretch
herself and earn a Master’s sometime in the future. She earns an income of approximately
$45,000 a year and lives in an apartment with 3 other roommates. She enjoys meeting new
people and going to social events around the city. She loves going on dates and her favorite
restaurants serve sushi. She cares about her health and likes Crossfit workouts, biking around
the city, hiking, and doing yoga. She is selective about the products she buys based off their
health and environmental impact. She is a Whole Foods shopper. She is willing to pay the extra
dollar for brand makeup and other beauty products. She views the price of products as an
indication of their quality. She is fiercely independent and loves being the first of her friends to
try something new.

Motivation to Buy: ​Appearance and Self-Care are of great importance to her. She wants her
appearance to reflect her success as a young independent working woman. She likes being at
the front of a trend. The emotional appeal is of beauty and pride. Overall, she is highly
motivated by style, status and creative freedom.
Purpose of Advertising: ​We want to drive people to our website to learn more about our
product and its unique purpose. As a result, we want people to then go into retail stores and ask
if they carry the product.

Suggested Tone or Approach:​ The advertising should be youthful and classy. The ads should
convey that hairstyles will stay in place no matter the time, place, or weather. Show a young
woman going through her daily routine of getting ready and then catching a taxi, going to work,
running through the rain while grabbing lunch, and going out on the town with her friends at
night. Through all the chaos of the day, her hair looks just as good as when she left the house.

Suggested Media and Timing:​ The advertising should run from July to early September on
television. It should be featured on QVC so people can see that it really works. In print, it should
appear in magazines like Seventeen, Cosmopolitan, and other fashion-oriented platforms. Ads
should be run on social media sites like Facebook, Instagram, and Snapchat beginning in late
September through November.