Company Overview and Situation Analysis
Bobbi Brown Cosmetics was founded in 1991 by Bobbi Brown. Bobbi started as a freelance makeup artist, who was sick of wearing poorly made red lipstick. She created a 10 natural-shade lipstick line that forever changed the beauty industry. Four years after Bobbi Brown Cosmetics was founded, it was acquired by Estee Lauder Companies Inc.
Bobbi Brown Cosmetics brand vision is “beauty begins with you…we make makeup that enhances- not hides – your true beauty.” They pride themselves on a natural approach to makeup, to help women own how they look, as they want to inspire women to be their own makeup artist, just as Bobbi Brown.
The company currently provides a versatile line of products and services. Products include makeup, skincare and fragrance that are sold online and in multiple department stores. They constantly offer special deals and rewards for their customers. Bestseller products include vitamin enriched face bases, foundation with SPF, lip tint, shadow sticks and crushed oil-infused gloss. Bobbi Brown also carries miniatures of their products, so customers can travel easy with them. Something that is unique to Bobbi Brown are the services they offer. Customers have the opportunity to receive personalized services, chat with makeup artists and receive bridal beauty. Their website carries how to videos for specific makeup looks and skincare for all types. They also offer special deals and auto replenishments.
Bobbi Brown Cosmetics top competitors include beauty and personal care brands such as: Laura Mercier Cosmetics, Benefit Cosmetics, Stila Cosmetics, Mac Cosmetics and Clinque.
Current market environment as it relates to the company and its customers in the market. What is going on in the current market that the company will need to be aware of and manage in relation to a marketing campaign?
In 2023, the global cosmetic market size was valued at $374.18 billion. It is projected to grow to $393.75 billion by the end of 2024. This market has seen a rise in demand and audience, as both male and females have taken a larger interest in personal and physical wellbeing. The products in this market include skincare, hair care, lip care, makeup. Current trends include anti-ageing products, organic and nontoxic formulas, innovative packaging concepts, and compact containers for easy travel. Perceived quality of a product can determine how customers perceive cosmetic brands; therefore, it is important to keep up with the trends. Customers habits include increased online shopping, and social media usage. With so many emerging companies in this market, standing out to customers can be a challenge. To ensure a successful campaign, Bobbi Brown Cosmetics needs to use paid, earned and owned media to connect with customers to provide them with their wants and needs.
IMC Campaign Strategy and Objectives
What is the campaign going to promote?
This campaign will promote Bobbi Brown Cosmetics Vitamin Enriched Collection. The products included in it are:
A smoothing serum with niacinamide and vitamin c for a smoother, more even-toned skin in 4 weeks.
A face base moisturizer and makeup primer
An eye cream and hydrating under eye primer
vitamin enriches pressed powder
Skin tinted moisturizer SPF 15.
There is a rising trend for self-care, which has caused skincare category to hold a 33.13% market share in the overall global cosmetics market share. In 2018 a survey determined that 80% of consumers spent more than $100 USD per month on skincare products in the US. Consumers are steering away from heavily formulated products, and this line offers natural ingredients that accentuate natural beauty while keeping skin healthy. The cosmetic industry is overflowing with brands, therefore by promoting this vitamin rich product line Bobbi Brown cosmetics will attract a larger audience.
What is the campaign theme or concept?
The campaign theme is vitamin enriched for enriched beauty. This campaign will relay to consumers that by using this natural ingredient product line they can achieve young looking and healthy skin that enriches natural beauty.
How long will the campaign last?
This campaign will last 6 months.
Communication Objectives
Generate brand awareness: Increase website traffic by 25% in the next 6 months using optimal SEO. This will generate brand awareness among the target audience. According to similarweb.com, bobbibrowncosmetics.com website traffic has decreased from 48,633 to 33,988 in the last three months.
Stimulate Sales: Encourage new and existing customers to purchase on website to increase sales by 25% within the next 6 months campaign. Special deals will be promoted through social media and email marketing to entice consumers.
Encourage Engagement: Create a strong online community through social media platforms to increase virality and shareability by 1M hashtags and brand mentions by the end of the campaign. Influencer marketing and social media marketing will be used.
Target Audience / Buyer Personas
Persona 1
Hannah Marino
Background: Hannah currently works as a social media marketer for a niche jewelry company. She has two younger sisters that all grew up in a suburban town near Boston. She attended a public university in Pennsylvania, obtaining a bachelor’s degree in marketing.
Demographics: 25-year-old single, mixed heritage (Italian and Hispanic) female working in NYC. She rents an apartment in Brooklyn and has a yearly salary around $68,000.
Communication Preferences: Prefers communication online, more specifically social media such as Instagram and TikTok.
Specific Challenges: NYC is an expensive city with high taxes; therefore, she is on a tight budget. She is very conscious about her spending and ensures each month she saves a little bit. Due to budget constraints, she focuses on purchasing essentials rather than for leisure.
Goals: Hannah is very active and wants to always take care of her wellbeing and personal appearance. She tends to exercise often by going on runs and doing Pilates with friends. Although she does not leisurely spend, she will occasionally splurge on good skincare products so that she does not feel self-conscious when publicly exercising. When she does wear makeup, she is very minimal. Bobbi Brown’s vitamin enriched skin products will help her achieve hydrated skin for a constantly clear and glowing look. The makeup products in this line will give her a beautiful natural look for when she does want to glam up for the office or weekend, without putting in too much effort.
Why would the audience not purchase the product/service? Hannah would not buy the Bobbi Brown products because she does not feel that they are necessary. There are many cosmetic brands that offer organic formulas, so to her it would not make a difference.
Persona 2
Jennifer Scott
Background: Jennifer is a mother to her two children (5-year-old son and 3-year-old daughter). She attended a public university in Texas and currently works as an accountant for one of the Big Four accountant organizations. Since she is a busy woman, she uses a nanny on the weekdays to make her schedule easier.
Demographics: 34-year-old married, female. She lives a house with her family in the suburbs outside of Atlanta. Her yearly salary is around $90,000.
Communication Preferences: She is constantly on the go, so she prefers email communication, as it is easy for her to check on her phone.
Specific Challenges: As Jennifer ages she has started to become self-conscious about her skin. She has started noticing emerging wrinkles and sunspots. She wants to preserve her natural beauty rather than succumb to cosmetic procedures.
Goals: Jennifer works long hours on the weekdays, and with the crazy heat in the summer she wants light wear makeup that is long lasting. She is in and out of meetings with coworkers and clients, so she always makes sure her makeup looks put together and natural for good impressions. Jennifer also wants her skincare and makeup will keep her skin from aging rapidly. Bobbi Brown cosmetics will help her achieve that effortless look that lasts all day. Their SPF products will also ensure her skin is protected from the sun so her skin can prolong the aging effects.
Why would the audience not purchase product/ service? Jennifer is loyal to the brands she uses, as she knows what works for her. She is unsure if the Bobbi Brown Cosmetic products will be able to provide her with what she likes.
Creative Brief
Audience
The target audience that we are speaking to is 25–34 females that take pride in their appearance. They are consistent with a morning and nighttime skincare routine, and use light makeup to feel their best when out and about. They are interested in natural products that are not heavily formulated to keep themselves healthy. Because of this they are willing to spend the necessary money for these products.
Insight
The target audience takes pride in their appearance because they want to keep up with the current beauty standards. Social media and editing apps (used for social media) have created unattainable beauty standards that have caused people to have low self-esteem and self-perception. Consumers strive to meet those beauty standards as best as they can, which has influenced more and more to spend money on products that can provide that.
Action
We want the audience to have an immediate response, which takes time to build, but yields effective results. Since the beginning, Bobbi Brown Cosmetics has prided themselves on their products helping women enhance their beauty for centuries. Communicating our age to consumers will instill trust for an immediate action.
Barrier
The audience does not want natural looking makeup. With social media creating unrealistic beauty standards, the audience wants to hide their natural beauty by using makeup to recreate a flawless look that they see on social media. Bobbi Brown is a brand that enhances features, not hide them unlike some other brands.
Advantage
Bobbi Brown Cosmetics vitamin enriched products play a crucial role in keeping skin youthful. They prevent hyperpigmentation, promote healing, boost collagen, smooth wrinkles and improve skin texture. When consumers use them, they will find how great their skin will look and feel. This creates confidence and beauty that cannot be replicated with makeup used for covering up.
Strategy
The audience may not understand what vitamin enriched products mean when it comes to beauty. Using social media platforms to explain the necessity of them will connect the brand with the audience. It will show that Bobbi Brown Cosmetics is created for empowering results and not just profits. Using the company age as an advantage will also provide consumers with the security that they know what they are doing.
Marketing Tactics
SEO and Digital Ads: SEO marketing will increase website traffic by improving the websites visibility to consumers when they use natural search. Our target audience heavily relies on Google and other pages to search for products and brands. Using SEO will optimize people looking for skin and makeup products. Digital Ads will also capture the audience by using a call to action to bring them to the website.
Email Marketing: Using email marketing Bobbi Brown Cosmetics will collect customer information to promote special deals, skin care and makeup services, and products to entice them to make purchases.
Influencer Marketing: Using influencer marketing helps create a community, because consumers are able to see products used and reviewed. It not only generates awareness with a larger audience but increases creates trust with them.
Social Media Marketing: Using Bobbi Brown Cosmetics social media platforms helps the brand connect with the audience through engagement. Posting content about the products, services, personal stories etc. allows consumers to like, comment, share. This increases awareness, sales and engagement.
Measuring Results
How the campaign will be measured
The campaign will be measured using Google Analytics. This tool will track website traffic and website sales throughout the campaign. This will allow the progress of the campaign to be measured in real-time to ensure website is reaching a traffic increase of 25%. KPI’s will be used to track brand engagement and virality to ensure there are 1M hashtags and brand mentions.
Press Release
Blog
Your Skin Needs Vitamins Too
Vitamins are vital for smooth running bodily functions. They fight infections, heal wounds, and make our bones strong. But did you know they are vital for keeping your skin looking young and radiant?
When the skin lacks the necessary vitamins it can cause wrinkles, acne and dry skin; The kind of conditions that consumers can spend up to a fortune reversing or hiding. When our skincare or makeup contains vitamins, we not only look better but feel better.
Just like our body functions, our skin relies on them to be healthy. They strengthen the skin barrier for an evened-out complexion, tighten the skin for reduced wrinkles, fight against acne and more.
Will taking oral vitamin supplements help feed my skin? It will definitely help, although it is not enough for your skin. Using topical vitamin rich products will target the skin better for quicker and longer lasting results.
Since the founding of Bobbi Brown Cosmetics, it has been our mission to help woman own how they look with products that enhance their beauty. Our vitamin enriched collection was created to make that process easier.
Beauty standards have changed with the rise in social media, and rather than brands focusing on creating products that create a healthy base, the create products to hide easily fixed conditions.
We want consumers to be provided with information that can help them be confident and radiant. Beauty is within all of us, we just need to be educated on how to let it shine.
Hiding “imperfections” is a thing of the past, because we can achieve our skin goals. We are conscious about what we eat, therefore we should be conscious about what we put on our skin.
I’m incorporating vitamins into my skin, what else can I do to keep it healthy?
Dedicating time for a morning and nighttime skin routine, with vitamin enriched products will keep the skin looking beautiful and away from unnecessary cosmetic procedures.
Using SPF products in the day is also essential for preventing sunspots cause by UV Rays. Each year the sun rays get harsher, so using SPF once a day won’t help. Reapplying every two hours throughout the day will ensure protection.
Our vitamin enriched tinted SPF will give you a glowy look, protect you and keep your skin hydrated and healthy. It comes in a wide range of shades, and for easy on the go SPF we have a miniature tinted one, so always be protected.
Now that you know how to give your skin the vitamins it needs and how to further protect your skin for beautiful results, it is important to constantly keep up with it Just as eating a salad for a week won’t ensure you are healthy, the same applies for your skin.
To obtain radiance and health, your skin needs you to constantly care for it. It requires you to follow with skincare every day and reapply sunscreen, even when it is cloudy.
Your skin needs vitamins too, don’t forget to provide them. This will bring you the confidence and results you have been wanting.