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KUE ADV420
- 1. Eden H. Kue ADV 420 / Fall 2012
- 2. Company Background • Handmade cosmetics company based in the the UK. • 830 stores in 51 countries. • Products include: shampoos, soaps, shower gel, hand and body lotions, etc. • Uses fresh ingredients • 100% Vegetarian, 83% Vegan, 60% Preservative Free • Against animal testing
- 3. Target Audience • Women ages 20 – 35 • Single • Carefree • Environmentally Conscious
- 4. The Big Idea • Tagline: “Peace of Life” • Bohemian Lifestyle • Focus is on the purity of the product
- 5. Rebranding Old Logo New Logo
- 6. Key Performance Indicators • Increase in annual sales. • Is it trending in social media? • Who’s talking about it? • Social Media Followers
- 8. YouTube • Follow YouTube Beauty Gurus • Sponsor a Guru
- 9. Instagram • #PeaceofLife • #LushCosmetics • Increase Followers • Lifestyle!
- 10. Google Adwords Campaign • Cost-per-click • $0.50/click • Keywords: handmade cosmetics, preservative-free, vegan products, environmentally-friendly, Lush, bubble bars, bath bombs, solid shampoos, fresh, pure, clean. • Ad: “100% Vegetarian Handmade cosmetics. Visit Lush.com for pure, environmentally-friendly products.”
- 11. Budget • Instagram, Social Media: FREE! • YouTube: $10,000 / guru • CPC: at $.50/click + 500,000/clicks/month = $250,000/month • Annually: $3,020,000.00
- 12. End.
Notes de l'éditeur
- Hello, my name is Eden Kue, and my product is Lush Cosmetics.
- Before we begin, let me tell you more about the company. Lush Cosmetics is a handmade cosmetics company based in the UK. It began in 1994, and today, it boasts an astounding 830 stores in 51 countries. Products that Lush Cosmetics produces include solid shampoos, soaps, shower gel, hand and body lotions – some of their originals include: bubble bars, and bath bombs. What’s so great about Lush? Lush products are used with fresh ingredients, for example, one of their most popular lotions: “Sympathy for the Skin” is made with fresh bananas. They are 100% vegetarian, 83% vegan, and 60% preservative free and each product is labeled with the person who made their product, the expiration date, and it has symbols to notify you if it’s Vegan.Lush Cosmetics is also against animal testing, and all of their materials are 100% recyclable and biodegradable.
- After some basic research, I concluded that the target market for Lush Cosmetics should be young women ages 20 – 35 who are single. The reason I am pushing for single ladies is because Lush products are not cheap, they are pricey. The majority of women with families, whether large or small, may not see these products as a necessity. They can go to the drugstore and buy shampoo and bath soap for less than $10. However, although Lush boasts great benefits, their price may be more intriguing to a younger audience, especially an audience that doesn’t need to care for a a number of other individuals.These ladies will also have a carefree almost bohemian lifestyle. They should also be environmentally conscious, as Lush aims heavily toward this, it would attract this sort of audience.
- This brings me to my “Big Idea.”The tagline that will unify my campaign is “Peace of Life.” The word peace in this aspect can pertain to two different ideas. “Peace” as in the bohemian, free, and uncaring lifestyle that these ladies may have or wish to have – and “Piece” as a piece of the product that they will obtain.The main focus of the campaign will be a lifestyle focus. We want these girls to crave the “peaceful” liberated sort of life. We also want to emphasize the purity of the products. With these two in combination, the product will be promoted as a necessary product to live this lifestyle, it will be something that is “trending,” but necessary.
- With the target market, and “big idea” in mind, I considered rebranding the company.Before, the logo looked as if it were something playful, almost a child’s toy. I took the logo and made it have more of a raw feeling to it.
- There are a few things that would make up the Key Performance Indicators, I will begin with increase in annual sales.Because Lush is a product based company, sales is always a measure of success. If the new campaign brings in more revenue, then it would be considered successful. If, however, the revenue drops, it will be a clear signal that something needs to be adjusted.Another KPI is how it’s trending in social media. Are people talking about it? If we follow the hashtag: #PeaceofLife #LushCosmetics or @LushCosmetics, and see that we are trending more frequently (on a daily basis) throughout Facebook and Twitter, that will be another indicator of success. The more “likes” and “followers” we obtain, the higher our reach will be, and the more we can get word out there on sales, promotions, and discounts.
- The three ways that Lush Cosmetics will succeed most is through YouTube, Instagram, and Google Adwords.
- YouTube Beauty Gurus are becoming a large portion of society that influences consumers. These gurus use products as tutorials, they review products to their audience, and they post “hauls” where they show all the things that they bought recently. They are increasingly becoming an advertising source, and a number of companies have already taken advantage of these guru’s followers. Michelle Phan, the top beauty guru right now, has over 5 million subscribers, and Lancome took it upon themselves to sponsor her. Other companies such as OPI and TARTE send these gurus free products to try and to review for their followers.Lush is already trending on these channels. As you can see, these are 5 different channels of girls who review their Lush products. If Lush decides to invest in two of these gurus, they will expand their reach to 500,000+ viewers. These viewers have tremendous trust in the gurus, and will more likely try the product after seeing a video on the Lush product.
- Instagram is a great way to display Lush products as a lifestyle choice. With the hashtag #PeaceofLife #LushCosmetics, Lush Cosmetics can post pictures of their products in a nature-esque environment and reach the audience that follows this tag. In turn, consumers can post pictures of their Lush products, and others can follow and like their photos.Utilizing Instagram can play to such strengths. Instagram is a way to share a lifestyle through photos, and if utilized correctly, Instagram can evoke people to buy products to share with their followers.
- Moving away from lifestyle trends, Google Adwords can help the company in terms of Sales. With cost-per-click, these ads will cost the company less, but still appear if the keywords are searched. At $.50/click, to start off with, we can measure the success of the campaign and increase if need be. Some examples of keywords include: handmade cosmetics, preservative-free, Bubble bars, and fresh. The ad would state: “100$ Vegetarian Handmade cosmetics. Visit Lush.com for pure, environmentally-friendly products.”
- The benefits of a digitalcampaign are that it can be virtually free! Through social media, we can reach a large audience at no cost. Facebook, Twitter, and Instagram wouldn’t cost the company anything.Viewing and uploading on YouTube wouldn’t cost a cent either. However, if Lush decides to sponsor 2 Beauty Gurus on YouTube for $10,000 each, it will come to about $20,000/year.The CPC at $.50/click, will depend on the percentage of clicks per month. If we base the clicks on the YouTube influence alone at 500,000/clicks/month, it will lead to a $3,000,000/year budget. Between the two of this, with a few give or takes, we are looking at a annual budget of $3,020,000.00 for YouTube sponsorship and Google Adword campaign.
- And that concludes my presentation, thank you for your time!