Maybelline Color Splash Product Pitch

Maybelline Color SplashMaybelline Color Splash

Team CosmoChic: Team CosmoChic:

Cheryl NeohCheryl NeohAlisson SandovalAlisson Sandoval

Erica SwallowErica Swallow

““Express yourself in Express yourself in ccoolloorr””

AgendaAgenda

Color Splash AssessmentColor Splash Assessment

Target SegmentTarget Segment• Women 15-34Women 15-34

CompetitorsCompetitors• Mass market fragrancesMass market fragrances

Advertising ClaimAdvertising Claim• ““Express yourself in Express yourself in ccoolloorr””

Brand Mission StatementBrand Mission StatementCompetitive AdvantageCompetitive Advantage• Emotions inspired by colorEmotions inspired by color• Customization and personalizationCustomization and personalization

Brand ValueBrand Value• Accessibility, urban chic, science of beauty, innovationAccessibility, urban chic, science of beauty, innovation• Innovation, personalization, and color strengthsInnovation, personalization, and color strengths

Product ValuesProduct Values• Customization, multi-functionality, and accessibilityCustomization, multi-functionality, and accessibility

Story Line: Crimson DevotionStory Line: Crimson Devotion

Starter Ideas for VisualsStarter Ideas for Visuals

“Big Apple”, Macy’s, Rockettes, Chinatown lanterns, red carpet, MoMA artwork, Coney Island tower, neon signs, red wine, roses, rubies

Fragrance IngredientsFragrance Ingredients

Spicy floral notes: rose, carnation, cardamon, hint of chili

Spokesperson FeaturesSpokesperson Features

Intense, sophisticated, romantic, passionate, seductive, alluring, sexy, sensual, warm.

Her Relationship to the CityHer Relationship to the City

I’m in love with New York.

Product DesignProduct Design

• Eye-catchingEye-catching• ColorfulColorful• ElegantElegant• SophisticatedSophisticated• PlayfulPlayful• Feminine silhouetteFeminine silhouette• Mini accessoryMini accessory

Product Design InnovationsProduct Design Innovations

• HingeHinge cap cap

Product Design InnovationsProduct Design Innovations

• NoC Invisible Dip TubeNoC Invisible Dip Tube

Color Splash Customization KiosksColor Splash Customization Kiosks

• Custom fragranceCustom fragrance• Special edition bottlesSpecial edition bottles• Personalized namePersonalized name• Profile creation optionProfile creation option

• User-friendly designUser-friendly design

• Pay at kioskPay at kiosk• Order saved onlineOrder saved online

Communication CampaignCommunication Campaign

Traditional MediaTraditional Media• Print / Television AdvertisementsPrint / Television Advertisements

Non-Traditional MediaNon-Traditional Media• Interactive Online websiteInteractive Online website

• WebisodesWebisodes• Personality quizzes for scent customizationPersonality quizzes for scent customization

Social Networking SitesSocial Networking Sites

Color Splash Collection Color Me Color Splash Webisodes My Scents

Express yourself in ColorExpress yourself in Color

Is This Feasible? Is This Feasible?

Maybelline’s Existing Consumer Profile Maybelline’s Existing Consumer Profile • Trendy, confident females, ages 15-34 yearsTrendy, confident females, ages 15-34 years

• High quality cosmetics at reasonable pricesHigh quality cosmetics at reasonable prices

Maybelline’s Core CompetenceMaybelline’s Core Competence• Color authority and innovative imageColor authority and innovative image

Fragrance MarketFragrance Market• U.S. fragrance market: $3.3 billion (2007)U.S. fragrance market: $3.3 billion (2007)

Focus Group FindingsFocus Group Findings

YES!YES!

Focus Group RavesFocus Group Raves

I am a very I am a very emotional person emotional person and the idea of and the idea of using a scent as using a scent as a a reflection of my reflection of my emotionsemotions sounds sounds cool! cool!

- Joanna, 22 - Joanna, 22

A sample tray would encourage me to buy the kit of A sample tray would encourage me to buy the kit of all seven fragrances and experiment at home. It all seven fragrances and experiment at home. It would be lovely to be would be lovely to be in control of what I put on my in control of what I put on my skinskin, and to be able to make something sweet-, and to be able to make something sweet-smelling and smelling and infused with love for presentsinfused with love for presents..

- Weily, 18- Weily, 18

Many fragrances are Many fragrances are pretentious and I believe that pretentious and I believe that Maybelline Color Splash is Maybelline Color Splash is trying to trying to eliminate that eliminate that pretentious, hoighty-toighty pretentious, hoighty-toighty attitudeattitude associated with associated with women’s fragrance. The names women’s fragrance. The names are charming, yet fun. are charming, yet fun.

- Maria, 21- Maria, 21

Message Strategy Message Strategy

Key IdeaKey Idea• Inspire a personal connection to the brand through Inspire a personal connection to the brand through

fragrance customization fragrance customization

Communication ExpectationsCommunication Expectations• Appeal to existing Maybelline consumersAppeal to existing Maybelline consumers• Showcase Maybelline’s core competency in a new Showcase Maybelline’s core competency in a new

marketmarket

18 months

24 months

International Marketing StrategyInternational Marketing Strategy

12 months

A Closer A Closer LookLookLatin

AmericaEurope Asia

Mobile

Subway

Customizability

Affordable, quality product

Fun with fragrance

Freedom to

accessorize

OOH Magazines Internet Television

““Express yourself in Express yourself in CCoolloorr””

Questions?Questions?

Appendix I: Color ChartAppendix I: Color Chart

Carefree CobaltCarefree Cobalt

Champagne DarlingChampagne Darling

Crimson DevotionCrimson Devotion

Little Black BottleLittle Black Bottle

Playful in PinkPlayful in Pink

Silver StarletSilver Starlet

Viva VerdeViva Verde

Appendix I: Color ChartAppendix I: Color ChartCarefree CobaltCarefree Cobalt


Hudson River, Blue sky, ACE trains, on a ferry, fountains


Fresh simple notes: Iris, orchids, ocean breeze


Goes with the flow, care-free, down-to-earth, natural, calm, rhythmic, intelligent, self-reliant, self-assured.


I breathe New York.

Appendix I: Color ChartAppendix I: Color ChartChampagne DarlingChampagne Darling


Taxi Cab, Broadway lights, street divider, champagne, gold jewelry


Champagne, lemon, mandarin blossoms, chrysanthemum, apricot


Glamour, luxury, radiant, diva, hails cabs, Broadway VIP seats, champagne after-parties


Living the high life in New York.

Appendix I: Color ChartAppendix I: Color ChartCrimson DevotionCrimson Devotion


“Big Apple”, Macy’s, Rockettes, Chinatown lanterns, red carpet, MoMA artwork, Coney Island tower, neon signs, red wine, roses, rubies


Spicy floral notes: rose, carnation, cardamon, hint of chili


Intense, sophisticated, romantic, passionate, seductive, alluring, sexy, sensual, warm.


I’m in love with New York.

Appendix I: Color ChartAppendix I: Color ChartLittle Black BottleLittle Black Bottle


Nightlife, cube in Astor Place, black limousines, little black dress, stilettos, streets, black tea, leather


Chypre/woody notes: black orchid, oolong tea, espresso, blackberry


Chic, daring, bold, classic, sophisticated, mysterious, modern, put-together.


Are you ready for me, New York?

Appendix I: Color ChartAppendix I: Color ChartPlayful in PinkPlayful in Pink


lipstick, flowers, high heel shoes, magazine covers, flowing skirts


Mostly floral notes: pink iris, tulip. Base note: mixed berries, lychee


Fast-paced, busy women, but light-hearted and fun/flirty, playful. Smiles and laughs a lot. Approachable. Spirited.


New York is my playground. Life is an adventure.

Appendix I: Color Chart Appendix I: Color Chart Silver StarletSilver Starlet


Chrysler Building, Empire State Building, any buildings, glittering diamonds, World Fair globe, MoMA artwork, subway train in motion


Gourmand/floral/Oriental notes: lilies, vanilla, sugarcane, amber, sandalwood


Glamorous, fashionista, trendy, confident, star of the show.


Bright lights, big city. I’m a star in New York.

Appendix I: Color ChartAppendix I: Color ChartViva VerdeViva Verde


Central Park, Farmer’s Market, Statue of Liberty, Green Tea Latte, subway globe, 4/5/6 trains


Green tea latte, lime, lemon grass, green apples, sage, rosemary


Organic, healthy lifestyle, fresh, full of zest, lively, invigorating, spritely, active


New York inspires me.

Appendix II: Price AnalysisAppendix II: Price AnalysisPrices for Top Ranking Fragrances (2008)

Product Name Brand Rank Small Spray (Ounces/Price Per Ounce)

Large Spray (Ounces/ Price Per Ounce)

No. 5 Chanel 1 0.5/$77.50 3.4/$25.58No. 19 Chanel 2 1.7/$32.35 3.4/$24.11

Champs Elysees Guerlain 3 1.7/$38.23 3.4/$27.35Aqua Allegoria Foliflora Guerlain 4 - 4.2/$15.48

L'Air Du Temps Nina Ricci 5 1.6/$33.75 3.3/$22.72Dior Addict Christian Dior 6 1.7/$40.00 3.4/$25.88

Miracle Lancome 7 1.7/$32.35 3.4/$21.91Opium Yves Saint Laurent 8 1.6/$43.75 3.3/$28.79

Shalimar Guerlain 9 1.7/$40.00 2.5/$25.60Fendi Fendi 10 1.6/$35.00 3.4/$22.60

Anais Anais Cacherel 11 1.0/$45.00 3.4/$14.85Romance Ralph Lauren 12 1.7/$34.12 3.4/$22.94

Ralph Ralph Lauren 13 1.7/$26.47 3.3/$18.03Cool Water Davidoff 14 1.7/$29.11 3.4/$17.50

D&G Light Blue Dolce & Cabbana 15 1.7/$35.00 3.4/$23.53White Diamonds Elizabeth Taylor 16 1.7/$28.82 3.3/$20.60

Nude Bill Blass 17 1.7/$21.47 3.4/$16.76Envy Gucci 18 1.7/$36.47 3.4/$25.00

Obession Calvin Klein 19 1.7/$28.82 3.4/$19.71Amarige D'Amour Givenchy 20 1.0/$45.00 3.3/$22.72

Appendix II: Price AnalysisAppendix II: Price Analysis

Prices for Mass Market Fragrances (2008)Product Name Brand Small Spray

(Ounces/Price Per Ounce)

Bijan for Women Bijan 1.7/$17.64Island Kiss Escada 1.0/$39.99

Fantasy Britney Spears 1.7/$20.58Tommy Girl Tommy Hilfiger 1.7/$22.34Red Jeans Versace 2.5/$13.99Obsession Calvin Klein 1.7/$26.46

Just Me Paris Hilton 1.7/$17.64Vanilla Musk COTY 1.0/$13.99

Musk for Women Jovan 2.0/$9.25Chantilly Dana 1.0/$16.49

Jessica Mc Clinktock Jessica McClintock 1.7/$10.87

Pink Musk Jovan 1.0/$11.99

Appendix III: SWOT AnalysisAppendix III: SWOT AnalysisStrengths

Maybelline has strong brand recognition. Maybelline is considered the lead provider of color cosmetics. Maybelline is known for variety.

Weaknesses Maybelline is most known for cosmetics line. Consumers may not accept a fragrance launch. Price assumption for affordable cosmetics will affect pricing of Maybelline fragrance. Maybelline is not perceived as a luxury brand.

Opportunities Youth market (15-34) is becoming a prime segment due to forecasted population growth. Travel size fragrances are an increasing market, especially with teens and younger consumers. 60% of worldwide fragrance sales are made in North America. Increase in internet marketing and shopping equates to online distribution opportunities. On average, women wear their favorite fragrance for 3 years. Nearly all women are interested in recycling their fragrance bottle for an incentive.

Threats Many high performing fragrances already exist and have high brand loyalty. Fragrances have a short product shelf life. The celebrity fragrances trend may overshadow brand fragrance collections. Low retail price may lessen product prestige. Brand loyalty in fragrances among women 15-34 is lacking, because many women buy fragrances based on emotional impulses.The fragrance market is saturated due to higher launch rates and fragmented distribution.

Appendix IV: Appendix IV: Focus Group CritiquesFocus Group Critiques

There are places that you can There are places that you can make your own fragrance, so make your own fragrance, so that’s not a new idea, but to have that’s not a new idea, but to have it be so widespread and it be so widespread and accessible via the web will accessible via the web will probably draw many consumers.probably draw many consumers.

- Maria, 21- Maria, 21

I think the miniature I think the miniature bottles should reflect the bottles should reflect the names. There could be a names. There could be a miniature black dress, a miniature black dress, a miniature champagne miniature champagne bottle, and so on. bottle, and so on.

- Tiffany, 20- Tiffany, 20

The ability to mix the The ability to mix the fragrances seems a bit fragrances seems a bit risqué. Have all possible risqué. Have all possible combinations been tested? combinations been tested? Will they all produce Will they all produce acceptable smells?acceptable smells?

- Joanna, 22- Joanna, 22

If everyone was able to If everyone was able to customize their scents and customize their scents and colors, it would actually be colors, it would actually be extremely costly to extremely costly to Maybelline in terms of Maybelline in terms of time and expenditures time and expenditures design each product design each product individually by order. individually by order. - Elizabeth, 20- Elizabeth, 20

Appendix IV: Focus Group RavesAppendix IV: Focus Group RavesI would definitely buy one. I I would definitely buy one. I like the colors and the idea of like the colors and the idea of creating my own scent would creating my own scent would be different. The names make be different. The names make it sound like there would be it sound like there would be interesting scents and it would interesting scents and it would probably be fun to make. probably be fun to make.

- Emily, 19- Emily, 19

I like the idea. I like the idea. Colors that Colors that reflect moods is reflect moods is a cool idea. a cool idea.

- Jasmine, 21- Jasmine, 21

Personally, I like the idea of the accessory bottles. I stay devoted Personally, I like the idea of the accessory bottles. I stay devoted to my perfumes for extremely long periods, so I am not sure if I to my perfumes for extremely long periods, so I am not sure if I would ever switch to Color Splash, but the names and flavors would ever switch to Color Splash, but the names and flavors sound exciting. I would definitely want to try it out. What I might sound exciting. I would definitely want to try it out. What I might adopt into my daily life is the accessory bottles as carry along adopt into my daily life is the accessory bottles as carry along accessories in their creative forms or simply in my bag, which is accessories in their creative forms or simply in my bag, which is so much more convenient than carrying entire bottles.so much more convenient than carrying entire bottles.

- Neha, 21- Neha, 21

Seems like an interesting concept. Some smaller Seems like an interesting concept. Some smaller boutique stores focus on using natural ingredients to boutique stores focus on using natural ingredients to allow you to create your own fragrance. It seems this allow you to create your own fragrance. It seems this concept is especially popular among celebrities and it is concept is especially popular among celebrities and it is interesting to see big name brands come into this field.interesting to see big name brands come into this field.

- Shipra, 20- Shipra, 20

I like the idea of mixing the I like the idea of mixing the fragrance myself. I can fragrance myself. I can then show off my special then show off my special fragrance. I’d buy it if the fragrance. I’d buy it if the price is good.price is good.

-Fan, 18-Fan, 18

It is very interesting, It is very interesting, because I have never because I have never come across this come across this concept before. I am concept before. I am eager to try it out! eager to try it out!

-Veronica, 21-Veronica, 21

Appendix IV: Focus Group RavesAppendix IV: Focus Group Raves

I love that we are able to customize the fragrances and mix I love that we are able to customize the fragrances and mix them. Many companies won’t let us do that. I also love how them. Many companies won’t let us do that. I also love how the fragrances are playing with emotions inspired by colors. the fragrances are playing with emotions inspired by colors. I am definitely interested in it. The names of the fragrances I am definitely interested in it. The names of the fragrances alone sound enticing. I like that we are able to customize, alone sound enticing. I like that we are able to customize, so that gives me more of an incentive to buy.so that gives me more of an incentive to buy.

- Raquel, 20- Raquel, 20

I really like the name I really like the name for the “Little Black for the “Little Black Bottle” perfume. Bottle” perfume. “Silver Starlet” might “Silver Starlet” might be a little too cute of be a little too cute of a name. a name.

- Caroline, 21- Caroline, 21

Appendix IV: Focus Group RavesAppendix IV: Focus Group Raves

It sounds very It sounds very creative; I’ve never creative; I’ve never heard of anything like heard of anything like it! I would consider it! I would consider buying it because it buying it because it sounds unique, but I sounds unique, but I would prefer to would prefer to sample it first.sample it first.- Francine, 21- Francine, 21

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Maybelline Color Splash Product Pitch