1. Marble Top Coat
for

2. Product

3. Marketing

4. Target Demographics
o Females
o Ages 18-24
o Urban areas + nearby suburbs
o College students + recent grads
o Part-time job

5. Target Psychographics
o Listen to Top 40 music
o Interested in keeping up with the
latest fashions
oLike utilizing social media
oLooking for deals/sales

6. Strategy
Objectives
o Sell Marble Top Coat
o Increase OPI Nail
Lacquer sales
o Make OPI leader in
nail art innovation
Positioning
For YOUNG WOMEN AGES 18-24
Marble Top Coat is THE ONLY
NAIL ART SOLUTION the creates a
viable nail ART DESIGN WITH THE
LEAST AMOUNT OF EFFORT
because of its INNOVATIVE
FORMULA.

7. Channels
Print Ads
PR
Women’s Wear Daily

8. Sales

9. Integrate into Sephora and Nicole Miller by OPI lines

10. Direct Selling
o E-coupon for OPI email subscribers
o E-coupon for Sephora Beauty Insiders
oBuy Marble Top Coat in-stores or on-line and get
two OPI colors for $6 (reg. price $8.50) [BRAND SPECIFIC]
In-store Displays
o Near point of purchase in mid-range full-service
beauty salons
oLocated in areas w/highest concentration of target
New York, Boston, Philadelphia, Washington D.C., Atlanta,
Miami, Chicago, Minneapolis, Austin, Los Angeles, San
Diego, San Francisco and Seattle
o Specialized displays in Sephora stores

11. Logistics

12. o My Harvard chemist and I are the only ones who have this
formula
o The formula and packaging can be manufactured with the
same equipment as current OPI products
o formula does not have special storage requirements
o Can be shipped with other OPI products
o In-house marketing for flagship + Nicole line print ads
oSephora in-house for Sephora line to develop in-store displays
o no print ads for Sephora line
o Agency for specialized social media engagement
Timeline:
oProduction
o Packaging/shipping/stocking
o PR: sampling and social media engagement
o Print Ads
o Evaluation