NUDESTIXLindsey Gibson & Andrea Kulesz

“We believe a natural look is a perfect fit for any face. We’re all born with our own unique

look, so why cover it up with tons of makeup? When it comes to beauty, a little color goes

a long way. A touch of color here and there is enough to bring out our finest features, so

out with the crazy big collection and in with four simple solutions for face, eyes and lips.

We think doing our makeup should be easy, enjoyable and–above all–fun... So we

created NUDESTIX. A simple collection of easy-to-use makeup crayons

that cover all the bases and give you a fresh-faced, nude look. Enriched with skin-saving

vitamins, antioxidants and moisturizers, each multipurpose NUDESTIX is loaded with just

enough color to get the job done and leave you glowing.”

#GONUDEBUTBETTER

While NUDESTIX has many total visits, the visitors are only staying on the website for an average of 1 minute and 39 seconds. This is not enough time for a visitor to become a customer or even for the products to resonate with the visitor. The average number of pages viewed or clicked on is 2.72 which is low, but understandable considering the low time on site. Visitors aren’t on the website long enough to view many pages. The bounce rate is the amount of people that go on a website, but don’t leave the main page of the website. NUDESTIX’s bounce rate of 31.01% is high which is not good for the company. Many visitors are immediately leaving the website without even browsing to other pages.

SOSTAC ModelSituation Analysis

Objectives

Strategy

Tactics

Actions

Content

S - Situation AnalysisNUDESTIX started almost 2 years ago, which means they are very new to the market. This is a market with a lot of competition because there are a lot of similar products. A company trying to emerge into the market has to differentiate themselves from their competitors. NUDESTIX’s niche is their packaging and unique stick design.

Industry CompetitorsNUDESTIX competes with many brands of different sizes that are in Sephora and other retailers.

Clinique is one of them; specifically their line of chubby sticks that have the same idea as NUDESTIX. Clinique is a huge brand that is established in the industry with many different products. They are more broad, while NUDESTIX is more focused on natural beauty.

Nars is another large and established brand that has a few lines that are similar to NUDESTIX. Specifically their line of Velvet Matte Lip Pencils that are very similar to the NUDESTIX Intense Matte Lip & Cheek Pencil. The main difference in the brands is the colors, formula, and the fact that NUDESTIX’s pencil can also be used on the cheeks.

Bite Beauty is another brand that uses natural products with ingredients that are not harmful to their customers. They focus on lipsticks and they have a formula that is similar to NUDESTIX. They are a newer brand that is carried by Sephora. Like NUDESTIX, they do not sell directly on their website.

Industry Competitors

Facebook Twitter Instagram

NUDESTIX 4,141 1,981 44,800

Bite Beauty 18,181 8,197 170,000

Milk Makeup 3,014 2,339 36,500

Clinique (Established Brand)

9,151,850 624,000 306,000

The chart above shows that many of the new beauty brands thrive on instagram compared to other social media platforms. Clinique has a large facebook following because it is an established brand that had a good following before instagram was established. The trend and following is starting to go from Facebook to Instagram.

SWOT AnalysisS - Strengths - Social: Instagram, tumblr, and youtube - they have a very large following that gets their name out there. They are building a brand image.

W - Weaknesses - Website security, SEO, Facebook (they are not building a community), Twitter - They are not building a community around their brand, their website has no security to protect their customer’s identity, and their SEO is not benefiting them because they do not come up in popular makeup searches.

O - Opportunities - Website sales, selling in store at sephora and major beauty retailers - They could generate a lot of revenue by selling their products directly through their own website. They would also generate a lot of revenue if they were in store at more retailers so their customers have the chance to be hands on with their products.

T - Threats - Established competitors that are already in the market. - There are so many makeup brands at retailers like Sephora that have a superior following. This market is hard to get into and have people back the brand.

Who is NUDESTIX’s Target Market?● Millennials● Women (primarily)● Women who want to enhance their natural features● Those looking for an easy application ● Beginners and experts

O - Objectives - SellNUDESTIX should start sell through their website after they enhance their security.

They are currently selling on Beautylish.com, Sephora.com, and Birchbox.com. They

are also in store at Sephora, but only in major market stores. They should have a

drive/goal to have their product in every store. Selling through major retailers,

especially online, can drive a lot of traffic. Creating a better online store to sell directly

to consumers will help internalize costs and create a better experience for customers.

Sizzle

The design of the packaging immediately grabs consumers’ attention. They back

it up with a great formula and great product. They need sizzle to build their brand

awareness. With our digital marketing plan, we are focusing on brand awareness.

This will increase their social media presence by using a paid strategy. They need

to really focus on their brand image and position themselves as the hot new thing

in makeup. This will provide a wow factor to consumers buying the product.

Speak Social media is very important for NUDESTIX. Engagement with their followers is

crucial. They need to build brand awareness in order to get their name out there to

as many customers as possible. The co-founders are daughters of the founder

and they do a great job at communicating with their customers/followers. The

founder should be more on social media to connect with other age demographics

that her daughters are not resonating with.

S - Strategy Overall, NUDESTIX needs a paid strategy. If you do not have a good advertising budget, then no one is seeing all of the work you are putting into your platforms.

NUDESTIX needs to try to appeal to all women through social media. They should be focusing on more social platforms than just Instagram, Youtube, and Tumblr. Facebook is starting appeal to an older demographic, but those are women that will benefit from their products too.

They need to do direct sales through their website to maximize profits. In order to do so, they need to invest in a security system for their website.

On their website, they need to have an email box that collects customer emails for email marketing to send them coupons, etc.

They should work with a beauty blogger from youtube to get their name out there more. They have already sent our press packages to many bloggers, but they should include a coupon code for their subscribers. That will give them a way to track the traffic that the bloggers generate.

Strategy - USPNUDESTIX’s USP is delivering high-quality products to women who want a natural look with convenience. Their unique

because everything they sell is in a stick form. Most of their products have more than one use. They are all good for you

skin unlike many makeup products that have harmful chemicals in them.

Their audience is primarily women. To be more specific, they target busy women who wear makeup that is natural looking.

There product is fast and easy to use. Any women can wear it because it is easy to use. NUDESTIX meets the needs of

many women who don’t have time to do a full face of makeup or that are on the go. This brand also meets the needs of

women who want an easy application for their makeup and want natural makeup that enhances their natural features. The

stick form is comfortable in their hands and has many different uses that meet the needs of its consumers.

Website Grader has evaluated the website and have said that the site is good. A 79 is not ideal though. Adding the improvements that we’ve suggested will increase their overall score.

NUDESTIX Website Evaluation

In order for NUDESTIX’s to better control their digital marketing strategy, they need to add more meta tags to their website. Meta tags are how consumers find their website and according to HubSpot Grader, they do not have any meta description. The more meta tags NUDESTIX includes, the more customers that will end up at their website. Even with poor meta tags, the main source of digital traffic for NUDESTIX is search. Therefore, if NUDESTIX added more meta tags, they would have even more digital traffic to their search.

T - TacticsNUDESTIX needs to focus on customer’s buying their product, but in order to do that, they need people to know about their products.

NUDESTIX’s should obtain a partnership with popular youtube beauty vloggers. NUDESTIX can send their products to famous youtube

vloggers for them to use and rate. NUDESTIX can either pay for the vloggers to endorse the products, or hope that they will talk about

the product in their own free will. NUDESTIX should contact the popular youtube vlogger, Jaclyn Hill, for these purposes. With

2,947,764 subscribers on her beauty channel, Hill is easily one of the top beauty vloggers. Choosing a youtube vlogger rather than a

celebrity is more cost effect and reaches more of their target market. This will not only increase their exposure to makeup lovers, but

also will gain NUDESTIX more followers on Youtube, Instagram, Twitter, Facebook, etc. NUDESTIX also need to attend to their

Facebook following. They need to create Facebook specific content, like longer videos that are more engaging upfront, in order for it to

catch their target market’s attention. NUDESTIX should focus on uploading one piece of good content to Facebook rather than 3

different pieces that are already uploaded to their Instagram.

TacticsNUDESTIX needs to update their website to be

more effective. According to Hubspot Website

Grader, NUDESTIX received an 80% for their

website. The website is both hard to find due to

poor meta tags, and because they do not contact

their customers through email marketing. There is

no place on their current website for customers to

write their email to receive updates of new

products, promotions, partnerships, etc.

Considering email marketing has the highest ROI,

NUDESTIX needs to include a tab on their website

for customers to write their emails.

TacticsNUDESTIX’s website is difficult for

customers to find due to the fact they

do not have good meta tags.

NUDESTIX needs to make sure they

are including relevant content, and not

just posting quantity over quality. If

NUDESTIX participates in a

partnership with another brand, they

need to create content about it

specifically for their website. They

need to update this content regularly.

A - Actions Since NUDESTIX’s objective is to sell, they need to make

sure their website is secure. According to the HubSpot

website grader, NUDESTIX’s website is not secure which

may be why they do not see their products on the website.

NUDESTIX’s needs to allow consumers to purchase the

products on their website instead of directing them to

BeautyLish. Without website security, customers run the risk

of getting their credit or debit card information stolen.

C - Control NUDESTIX needs to be able to measure their success through the different platforms at their disposal.

On social media, success is the amount of interaction with their customers. That includes: likes,

comments, shares, and click throughs to their website. This is important in order to build brand image.

NUDESTIX should include an email box that pops up right when consumers get to the website, which

offers 10% off the consumer’s first order, they will drive more sales. NUDESTIX needs to tailor the

content to each social media handle in order to appeal to the target market. By implementing this Digital

Marketing Strategy, NUDESTIX will be successful by having a higher ROI.

References

http://www.nudestix.com

https://www.facebook.com/nstix

https://www.instagram.com/nudestix/

https://twitter.com/nudestix

http://nudestix.tumblr.com

Referenceshttps://www.similarweb.com/website/nudestix.com

https://website.grader.com/results/www.nudestix.com

https://www.youtube.com/user/Jaclynhill1

http://www.cision.com/us/

http://www.teenvogue.com/story/teen-beauty-company-founders-nudestix-willa