This document discusses brand positioning and target demographics for the hair product line Iluminage Goop. It aims to target affluent, married women ages 35-55 living in New York, California, and Texas who have a household income over $75,000. The action plan details success from a pop-up shop and engaged newsletter content, with the goal of ongoing engagement and relationship building through consistent advertising.

2. THE PERFECT MATCH
ILUMINAGE GOOP
BRAND POSITIONING Prestige/Aspirational
Prestige/Aspirational
AGE 35-55
34
HHI $75,000+
$100,000+
MARITAL STATUS 75% married/25% single
65% married/35% single
TARGET GENDER Female
Female
GEO NY, CA, TX
NY, CA, TX

3. Advertising
Social
Editorial
THE ACTION PLAN

4. POP-UP SHOP

5. 4.73% 3.43%#1 4.87%
Newsletter 550 x 200:
highest CTR to date
“Life-Changing
Haircuts” was the #1
clicked story in the
10/08 newsletter
Overall
engagement
Landing page
engagement
0.54%
Overall CTR
SUCCESS

6. Engage with strategically aligned partners
Start broad and funnel down
Be consistent to cement long term relationships with partners and consumers
LOOKING FORWARD