Skintimate After Care Book Marketing Campaign

SC Johnson

“A Celebration of Smooth”

Fall 2007

Danielle Doty Anthony Kondeati Brianne Boyer Cori Coffin Autumn Stinar Chase Fleming

Executive Summary

SC Johnson has been a family company for five generations. Within each generation you have passed down what it means to be an ethical, responsible, and innovative company. We at Elusive Doberman Advertising are excited at the opportunity to show our commitment to growing your family of brands.

Skintimate Shaving Gel has won the Cosmo Girl! Kiss of Approval for years, six in fact. It is the leading brand in it its category and our primary research surveys concluded Skintimate has a very loyal brand synergy with its consumers. Being known for providing exceptionally smooth skin with fun, fresh, original scents Skintimate has consistently resonated with its loyal brand ambassadors. 83% of existing Skintimate users surveyed stated they would try a Skintimate Deodorant if available. Armed with the fore mentioned research, we decided to set ourselves apart from the rest of the competition by remaining true to the values that has upheld SC Johnson’s reputation.

With the hugely popular and somewhat controversial advertisements of recent years in the men’s deodorant market we decided we were going to stick with women, ultimately leading them to purchase our stick, Skintimate After Care. Skintimate After Care is a revolutionary hair growth minimizing deodorant that will eventually change the deodorant market category and make Skintimate After Care the category leader.

Elusive Doberman is proud to present the next level of female deodorant that will stay consistent with SC Johnson brand beliefs and appeal to the everyday woman.

The Big Idea: A Celebration of Smooth The objective of Elusive Doberman Advertising is to convince our target audiences that Skintimate After Care is unique because it offers a benefit no other deodorant does. The tone and manner of Skintimate After Care advertising will be celebratory and concise. A Celebration of Smooth introduces Skintimate After Care into the deodorant market, highlighting its unique benefit. Our print ads are designed to celebrate the brand itself and its new venture into the deodorant world.

A Celebration of Smooth says two things to consumers: “I am finally here” and “I offer what no other deodorant offers.”

Strategic Overview: Our target market is women 18-28 who are professionals, students, housewives, mothers and share similarities: They all apply deodorant They all want to feel confident They want to shave less and feel smoother.

Goals: Establish – Brand awareness to existing Skintimate Shaving Gel users and current Secret deodorant users.

Position – As the only hair growth minimizing deodorant that leaves you feeling smoother while shaving less.

Achieve – Brand switching from other competitors and a demand for our product.

Generate – A steady increase in sales and shelf space during the introductory year and in the future to become the leading women 18-28 deodorant of choice.

A Celebration of Smooth will reach its target market through media buys in cable TV, magazines, the Internet, guerilla, and heavy outdoor advertising.

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Situation Analysis

Environment

Skintimate Aftercare is a new deodorant breaking into a static category, facing experienced competitors.

Consumer Deodorant purchasers are loyal to the brand they consistently purchase, with little regard to strength or positioning.

Although they are loyal they are willing to try new products based on sales promotion or brand recognition.

Competition The category leaders are Dove and Secret. There is a positive correlation between shelf space and sales.

Introduction Growth

Maturity

Saturation Decline

30%

Shelf Space

Deodorant market

25%

Price Comparison

15%

Price of top competitors Secret ≈ $4.69 Dove ≈ $4.27 Right Guard ≈ $2.63 Lady Speed Stick ≈ $2.99

10% 10%

Skintimate shave gel ≈ $2.96

Skintimate After Care ≈ $4.40

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The price of Skintimate After Care needs to be competitive with category leaders, Secret and Dove.

2%

Mitchum

3%

A Skintimate Story

Research

Elusive Doberman conducted 150 online primary research surveys. We conducted 100 general surveys that gave us our preliminary insights and 50, second round, product surveys. The outcome of these surveys, coupled with the plethora of secondary research surrounding SC Johnson, made it clear to us that the existing Skintimate product’s brand synergy was so strong it it could not be ignored. This led us directly to our target market and line extension choice.

Key insights

SC Johnson

SC Johnson offers two shaving gel products, Edge, a shaving gel for men and Skintimate shaving gel for women. Edge shaving gel for men is coupled with an “active care� after shave despite it not being the leader in its category. Skintimate, the hugely popular shaving gel among women aged 18-30 is an extremely strong brand that has been the category leader for quite some time. Elusive Doberman feels it is time to celebrate the success the brand has had thus far by introducing Skintimate After Care Deodorant. Skintimate After Care Deodorant brings the smoothness already recognized with the Skintimate brand in the form of a revolutionary deodorant.

Consumer insights Our research led us to revealing purchasing behavior insights about our 18-30 target demographic.

According to our first round of primary research surveys 90% of our target market purchases the same deodorant habitually. This gave us two key insights: 1) deodorant purchasers are brand loyal 2) the purchasing decision is made before the consumer even enters the grocery store.

Our preliminary findings allowed us to design a more targeted Product Survey.

Our second round, Product Survey, yielded our most valuable insights.

1) 54% of 18-30 year old women use Skintimate Shaving Gel. 2) 63% of Skintimate Shaving Gel users use Secret Deodorant 3) 85% of Skintimate Shaving Gel users are happy with their current brand of Deodorant.

4) 83% of women aged 18-30 would try a new Skintimate Deodorant Product

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Strengths • • •

Research Analysis

Skintimate is a strong brand and current category leader Skintimate is affiliated with smooth skin Skintimate users are brand loyal

Weaknesses • • •

Skintimate After Care Deodorant is a new product in a static & mature market.

All products essentially offer the same service….dry underarms.

Skintimate users are Secret Deodorant users.

Opportunities • •

•

Skintimate brand leverage Deodorant purchasers are willing to try a new brand if they know about it.

Unique positioning

Threats • • •

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Brand erosion Dove deodorant Secret deodorant

Perceptual Map

Target Market

Primary Target Audience

Women age 18 – 28 Occupation: College Students, Employees Interests: Making money, work, friends, partying, athletics, opposite sex,

significant other.

Purchasing occasion: 76% grocery store, 20% variety store.

Application occasion: After shower (most), on-the-go (few) Preferred product form: Stick

Why Women?

1. The female market is less saturated

Secondary Target Audience Women age 29- 38

2. Skintimate After Care enters an untapped market niche (no hair growth minimizing deodorants) 3. Skintimate is a trusted female brand

Occupation: Employees, private business owners, full time

mothers Interests: Private business, significant other,

friends, family, travel, home improvement.

Purchasing occasion: Primarily grocery store Application occasion: After shower (most)

during the day (few) Preferred product form: Stick (most), Roll-on (some),

Spray (few)

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Communication Mission

Our insights led us to three communication objectives:

1) Generate awareness --> 2) Brand --> 3) Brand switch

Generating Awareness

When introducing a new product into a stagnant category that is plateauing in growth, it is our primary objective to alert our target market to the existence of this new product.

Brand

The branding strategy is designed to uniquely brand and position the new Skintimate After Care Deodorant as a deodorant that minimizes hair growth and leaves its user feeling assured and fearless in readiness for the day ahead.

Brand switch Our primary research showed that the purchasing decision is made before the consumer ever enters the store. Through generating awareness and branding our messages will convince existing Skintimate Shaving Gel users to switch from their current deodorant to Skintimate After Care Deodorant. Skintimate After Care offers everything their previous deodorant offers, and more!

Jennifer Muir Age: 22 Huntington Beach, CA “I seriously don’t know why hair minimizing deodorant has never been made or thought of before. I’m pretty sure EVERY woman would want it!”

Nicole Tosh Age: 28 Seattle, WA “Skintimate deodorant? If they made it, I would definitely use it.”

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Client Profile Employees: We believe our fundamental strength lies in our people.

Consumers: We believe in earning the enduring goodwill of the people who use and sell our products and services.

General Public: We believe in being a responsible leader in the free market economy.

Neighbors and Hosts: We believe in contributing to the well-being of the countries and communities where we conduct business.

World Community: We believe in improving international understanding.

Family Story: For 121 years, spanning five generations of Johnson family ownership, SC Johnson has lived up to this reputation. Today, SC Johnson operates in more than 70 countries, employs 12,000 people, and provides products in more than 110 countries around the world.

Domestic personal care products

New Edge® Advanced™ products contain a special blend of lubricants and extra moisturizers in distinct shaving formulas.

Edge® ActiveCare®. Enrich, cleanse and revitalize skin with ingredients that actively improve skin with every shave.

Skintimate® products come in three forms to give an extra-close shave and smooth, soft skin!

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Packaging

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Communications Architecture

Brand Positioning Hair Growth Minimizing Deodorant

Positioning

As Edge shaving gel has

Edge Active, Skintimate has Skintimate After Care. “After Care” distinguishes the deodorant from other Skintimate products. “After Care” also relates to when the consumer uses the product: after they shave their underarms.

Brand Idea Providing the Smoothest Skin

Creative Idea A Celebration of Smooth

Brand Voice Assured and Fearless

Tagline “That’s Worth Celebrating”

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“Hair Growth Minimizing Deodorant” is designed to stand out from the center of the bottle as it is a unique benefit, and Skintimate After Care’s main selling point.

Skintimate After Care scents are designed to make a women feel assured and fearless.

After Care offers signature scents such as “Raspberry Rain” as well as new creations like “Tiger Lily.”

The color scheme utilizes the Skintimate brand color palette, adding synergy between brands.

Creative

The objective of Elusive Doberman advertising is to convince our target audiences that Skintimate After Care is unique because it offers a benefit no other deodorant does. The tone and manner of Skintimate After Care advertising will be celebratory and concise. A Celebration of Smooth introduces Skintimate After Care into the deodorant market, highlighting its unique benefit. As Skintimate is the brand leader in shaving gels, our print ads are designed to celebrate the brand itself and its new venture into the deodorant world. A Celebration of Smooth says two things to consumers: “I am finally here” and “I offer what no other deodorant offers.”

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Objectives: • •

• •

Tone and Visuals

Create awareness of Skintimate After Care Brand Skintimate After Care as the only hair growth minimizing deodorant Make Skintimate image appeal to target market Exude personality of Skintimate After Care through executions

Strategy: We will introduce Skintimate After Care as the only hair growth minimizing deodorant from the brand you know and love. Our executions convey the following messages: You love your Skintimate shaving gel.

You will love Skintimate After Care equally if not more.

You will be decreasing underarm hair growth by using Skintimate After Care.

This is an amazing new product; let’s celebrate.

Big Idea: Our product is new. It comes from a trusted brand. It offers a benefit no other competing deodorant does. The arrival of Skintimate After Care is call for celebration enough: a celebration of smooth.

Mandatories: The following will appear in all executions: The Skintimate After Care bottle A concise headline “That’s worth celebrating” tagline The informational body copy Skintimate logo Web address: www.acelebrationofsmooth.com

Branding: Skintimate After Care is aggressively positioned against competitors as the deodorant that minimizes hair growth and leaves users feeling assured and fearless.

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Tagline: “That’s worth celebrating” With our hair growth minimizers, consumers will experience less hair growth within 2 weeks. This unique benefit is a permanent solution to unwanted hair, resulting in underarm smoothness. This leaves much to be celebrated: the arrival of the product itself, the ability to shave less often, and the satisfying, sexy feeling of smooth underarms. Our tagline espouses the newness and uniqueness of Skintimate After Care, with a clear, simple statement: that’s worth celebrating.

Copy Tone: The headline copy is short throughout our entire execution series, concisely capturing the message of the image, while upholding our brand position. Each execution will contain a brief headline, informational body copy (“Introducing new Skintimate After Care deodorant, proven to minimize hair growth in just two weeks”), and our tagline. We want to educate consumers on what Skintimate After Care does, in the clearest manner possible, while still giving off a warm, happy vibe. It says we are formal, but we’re here to party.

Art Direction: Our research showed that our target audience would be very interested in a Skintimate deodorant if it was available, based on the Skintimate name alone. Based on this information Elusive Doberman has decided to stick to with simplicity in our executions. The most important part is announcing to the public that Skintimate now has that deodorant available. And, of course, this calls for a celebration.

Our executions will appear fun yet uncluttered, with simple backgrounds, while using colors based off of Skintimate palettes. The objective is to keep the main focus on the new Skintimate After Care deodorant stick.

Print Ad “A Celebration of Smooth” print ad will be the first of the campaign. It will introduce Skintimate After Care to the world. The execution conveys the celebration of Skintimate After Care’s birth into the deodorant market.

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Print Ad The “All Hail� print ad conveys the unique benefit Skintimate After Care offers by showing the power it holds over razors.

Minimize hair growth: shave less.

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Print Ad The “Hooray� print ad depicts a high energy, fun atmosphere, where Skintimate shaving gels are celebrating and hoisting up Skintimate After Care.

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Print Ad “The Perfect Pair� portrays the harmonious relationship between Skintimate shaving gel and Skintimate After Care. This print ad serves as a coupon as well, offering 50% off on Skintimate shaving gel, with the purchase of a Skintimate After Care (on an attachment below).

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:30 sec TV spot

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Outdoor Advertising

Outdoor advertising will be utilized as another outlet to maximize reach and frequency in innovative ways.

These ads will generate awareness of the brand, and create a buzz among consumers.

Bus Shelters, Taxi Fins, and Bus Sides will display images similar to the billboards.

Hair Growth Minimizing Deodorant? ating.

Thats worth celebr

Skintimate

Billboards Billboards will be strategically placed in and around major cities (see media chart). They will display a picture of the Skintimate After Care bottle, the logo, and copy will read “Hair Growth Minimizing Deodorant? That’s worth celebrating.�

Hair Growth Minimizing Deodorant?

Larger Than Life After Care People-sized Skintimate After Care sticks will be placed on and around popular beaches, to remind women about deodorant use, and how important it is to have bare underarms.

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Thats worth celebrating.

Skintimate

Outdoor Advertising The subway will be another place Skintimate After Care will be present. Banners on the subway will be placed above head height, near hand holds, asking the reader “Did you remember your deodorant this morning? Try New Skintimate After Care hair minimizing deodorant.�

A large banner will also be placed above stairs and escalators to generate awareness.

Hair Growth Minimizing Deodorant?

Thats worth celebrating.

Skintimate

Women’s swimming events will be sponsored, where large Skintimate After Care stickers will be positioned on the bottom of swimming pools. From an aerial view, cameras will pick up our image for viewers watching the televised event to see.

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Media Plan REACH: A combination of magazines, billboards, and prime time television will be used to achieve the reach objective.

FREQUENCY: A combination of taxi displays, transit advertising, and Internet will be used to achieve the frequency objective.

SCHEDULING: Advertising will run continuously throughout the year to help launch the new product line and implement immediate brand awareness.

GEOGRAPHIC: Advertising will be national; however, additional emphasis will be placed in metropolitan areas to help establish populated areas in buying our product and starting a trend.

OBJECTIVES

I.

II.

III.

IV.

V.

VI.

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Target Audience a.

Primary: Women 18-28 b.

Secondary: Women 29-38 REACH: Minimum goal of 70 FREQUENCY: Minimum goal of 7 SCHEDULING: Continuous GEOGRAPHIC: Metropolitan areas; national BUDGET: $64 million

Media Strategy Rationale for Strategy RADIO: We did not allocate any money towards radio advertising because of the recent technology advances with audio listening devices, as well as the small percentage of our target audiences that would be actually reached by radio ads.

Through primary research we discovered that 57.4% of our target audience primarily listens to MP3/iPod’s, while 32.1% listens to CD’s when in a motor vehicle. We decided on putting more emphasis into our creative and unique print/commercial advertisings to hit above and beyond the minimum reach/frequency we are trying to achieve.

OUTDOOR MEDIA: Outdoor media is not only inexpensive, but it has a high reach and frequency level when dealing with specific metropolitan regions and our target audience. Through billboards, taxi displays, and transit/bus shelters we were able to have an average reach of 89.4, an average frequency of 34, with an average CPM of only $2.18. We purchased over 75 different outdoor media selections in 19 cities across the United States. It will be a major factor in creating brand awareness to our target audience without spending as much of our budget.

TELEVISION: Television is an expensive medium, but highly effective. Most of our media budget has been allocated for television advertisements during early news, daytime, and prime time slots. Also, we have mapped out continuous advertising in Q1, Q3, and Q4. The reason for skipping the second quarter was to not over advertise and save money for summer/holiday spots. We wanted to emphasize on early news and daytime slots for people who associate deodorant with morning self-preparations and stay at home women.

MAGAZINE: Magazines are crucial in our media plan for the proper introduction of our product, as well as the continuous circulation of advertising through the year. We have selected popular magazines amongst our target audiences and carefully picked which quarters to producers are ads in. For example, we chose quarters 2 and 3 for Bride Magazine because those months are considered wedding season. Also, we purchased frequent advertising in People Magazine for all 4 quarters because they have the highest circulation with a low CPM. Allure, Cosmopolitan, and Marie Claire are some of the popular magazines amongst women 18-34, which is why they are all listed under the first 3 months of 2008 for the introduction of Skintimate After Care.

INTERNET: We will advertise on network and social websites frequented by our target audiences. Our target audience favors shows on ABC, which alerts us to the potential of placing banners and teaser spots on ABC’s website, maximizing frequency. We will also utilize social networks, such as Facebook and Myspace, which are two of the most popular sites.

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Media Plan Details Television:

Internet:

TV: REACH OF 70 FREQUENCY OF 7.2 100 GRPS

ABC Myspace Facebook Skintimate People Cosmo Allure Total

COMPENSATION 100 GRP’s / (.22) = 455 Q1: (8.8) Early News 155.4 GRP x 6,898 x 4 = 4,287,796.80 (4.7) Daytime 199.6 GRP x 3,787 x 4 = 3,023,540.80 (12.1) Prime Time 100 GRP x 13,942 x 4 = 5,576,800 TOTAL: $12,888,137.60

$250,000 $250,000 $500,000 $0 $250,000 $250,000 $250,000 $1,750,000

Light Banner Ad Light Banner Ad Medium Banner Ad Heavy Banner Ad Light Banner Ad Light Banner Ad Light Banner Ad

Outdoor Media:

Q3: (7.1) Early News 182 GRP x 6,690 x 4 = 4,870,320 (4.4) Daytime 273 GRP x 3,727 x 4 = 4,069,884

Includes Billboards, Transit Shelters, Bus and Taxi Displays

TOTAL: $8,940,204

See Graph;

Q4: (8.5) Early News 150 GRP x 8,494 x 4= 5,096,400 (4.6) Daytime 200 GRP x 4,674 x 4= 3,739,200 (11.8) Prime Time 105 GRP x 16,017 x 4= 6,727,140

Total: $11,955,961

TOTAL: $15,562,740

SUPER BOWL COMMERCIAL BASE RATE: $2.6 Million

Includes Glamour, Self, Shape, Cosmopolitan, People, Budget Travel, Bride, Marie Claire, Lucky, and Vogue

Magazines:

See Graph IN-HOUSE PRODUCTION COST: $1.8 Million Total: $7,580,785 Total: $41,191,081.60

TOTAL MEDIA COST: $62,477,827.60

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Magazines

Media Plan Details

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Outdoor Media City

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18+ (000)

GRP

REACH

FREQUENCY

CPM

Total Four Week Rate

Type

Outdoor continued City

18+ (000)

GRP

REACH

FREQUENCY CPM

Total Four Week Rate Type

25

City

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18+ (000)

GRP

REACH

FREQUENCY CPM

Total Four Week Rate Type

Outdoor continued City

18+ (000)

GRP

REACH

FREQUENCY

CPM

Total Four Week Rate

Type

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Interactive Strategy http://www.acelebrationofsmooth.com Home | Find Your Scent | Every Beauty Guide | Skintimate After Care’s Patent Technology | Win the Ultimate Celebration!

Paid Advertisment

After Care

Hair Growth Minimizing Deodorant.

Thats Worth Celebrating!

Tiger Lily Introducing our newest scent.

An enticing tropical scent with a bite.

Meet Skintimate’s Beautifully Bare Women

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SC Johnson Brands | Contact Us | Clean Home Journal™ | Our Company | Public Relations | Investors | Join the Blog

Viral Viral marketing will begin January 1, 2008 with the launch of Skintimate After Care and its home page (www.acelebrationofsmooth.com). This home page will be interactive and heavy in promotions for upcoming PR events. Banners and skyscraper ads will also be placed on the following websites:

Banners and Skyscraper ads will advertise for the product itself, as well as for The Skintimate Move for Cervical Cancer and Dare to Be Bare.

Social Networks: facebook.com myspace.com youtube.com (commercials posted) Magazine Websites: bridesmagazine.com glamour.com vogue.com luckymag.com womenshealthmag.com

Hair Growth Minimizing Deodorant?

Thats worth celebrating.

Skintimate

Network Sites: ABC.com (teaser video ads before video news clips) Dancing With The Stars (webisode) All partner companies will have a banner for Skintimate After Care, and a link to www.acelebrationofsmooth.com on their websites.

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Retail Strategy Product:

Deodorant A hair growth minimizing deodorant that provides smooth skin and allows one to shave less often Competitive with Secret

Price: Unique service and brand recognition warrants price tag Competitive with Secret deodorant

Place/Distribution: “Push” strategy. Heavy retailer distribution Medium/ High shelf space Emphasis on grocery stores

Promotion: Heavy trial promotion Light P.O.P (point of purchase) sales promotions

Push Push Strategy Our primary concern is to make Skintimate After Care available at every purchasing occasion. Our marketing strategy is designed to effect the purchasing decision before consumers enter the store. However, a heavy push distribution strategy is designed to make the product available at the most common points of purchase, maximizing the likelihood of brand switching.

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Pull

Pull Strategy The Integrated Marketing Mix will create the initial “awareness pull”. Product, price, place and promotions will be used to influence the purchasing decision from the moment the product is launched. Although less emphasis is placed on creating a “pull strategy” it is equally important in creating the initial sales boom.

On-Premise

On-Premise promotions will take place inside grocery stores, variety stores, and pharmacies, helping to influence the decision made by the purchaser.

Lights Lights will be placed behind the Skintimate After Care sticks, illuminating them from the shelf. This will help Skintimate After Care stand out in a unique, memorable way.

Display Cases Display cases will be constructed during the initial launch phase so as to highlight the arrival of Skintimate After Care. This will draw more focus to the product, then if it was to mysteriously appear brand new on the shelf.

Bonus Packages Bonus packages will be available for a limited time combining a free travel size Skintimate shaving gel, with every purchase of Skintimate After Care.

Skintimate After Care Bear The After Care Bear kit will be a special Valentine’s Day promotion, featuring Skintimate After Care, shaving gel, and lotion.

Sand Paper Aisles Sand paper will cover the aisle in front of the deodorant section, leaving only the area directly in front of the Skintimate After Care smooth. Copy on the floor will read: “Is smelling good enough, when your skin feels this rough? Try NEW Skintimate After Care hair growth minimizing deodorant.”

Competitive Advantage Cashiers will be asked to discreetly add a trial size Skintimate After Care into bags of women who purchase a Secret deodorant.

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Guerilla Marketing Guerilla marketing will be used heavily to generate buzz about new Skintimate After Care on the market, and promote the trial use by consumers. These off-premise promotions will allow the target audience to experience Skintimate After Care, and switch to using Skintimate. Guerilla marketing is a simple and low cost solution to creatively make an impression on the target audiences. It will grab their attention, make them remember, and at the purchasing occasion make them pick up a bottle of Skintimate After Care.

N Try

NEW Try

EW Skintimate A fte

kintimate After C NEW S are Try

Balloons Trial size samples of Skintimate After Care will be placed in inflated balloons and left in crowded, females frequented areas, such as malls, salons, grocery stores, and more.

Skintimate scratch off-cards Skintimate scratch off-cards will be given out at all sponsored events and Skintimate events, and available in promotional kits found in Curves locations. These cards offer the chance to win a free Skintimate After Care deodorant, or even a 20% off coupon.

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Switchfoot CDs As the Skintimate Movement for Cervical Cancer approaches, CDs of a Switchfoot single paired with the calendar of cities the tour will hit, will be distributed to members of Skintimate After Care’s target audiences. This will generate awareness of the event and create a buzz among consumers.

Promotions

Promotions will be held to generate awareness, create buzz, and cause consumers to pick Skintimate After Care over other competing brands at the time of the purchasing occasion.

NCCC Skintimate Move for Cervical Cancer - “Dare you to Move” (discussed below in Public Relations) supports the National Cervical Cancer Coalition, raising money for the cause of cervical cancer. This promotional event helps a worthy cause, generates brand awareness, and creates a positive brand image in the public eye.

Promotional Deodorant Prior to the Skintimate Move for Cervical Cancer, promotional Soothing Lavender After Care deodorant will be feature the NCCC logo and profits will go to this organization.

Hit Counter To increase hits on Skintimate’s website, www.acelebrationofsmooth.com, a hit counter will keep track of site visitors and donations based on hits will be given to the NCCC. Ultimate Celebration Skintimate After Care’s website will offer a contest twice a year that gives winners the ultimate celebration.

Contestants will be required to submit a digital video explaining why they deserve to win the ultimate celebration. Web visitors will be the judges, voting on these videos, and picking one winner every six months.

Clubs Sample boxes of trial size Skintimate After Care will be placed in women’s restrooms, in the hottest clubs in major cities.

These boxes will offer samples while displaying the following copy:

“So you don’t have to do the Robot all night long.

Skintimate After Care will partner with Pantene Beautiful Lengths for the The Dare to Be Bare event (discussed below in Public Relations). This event gives hair to female cancer patients, while creating brand loyalty and supporting Skintimate After Care’s target audiences.

Try NEW Skintimate After Care hair growth minimizing deodorant.

Raise your arms and celebrate!”

&

“So you don’t have to do the Cabbage Patch all night long.

Try NEW Skintimate After Care hair growth minimizing deodorant.

Raise your arms and celebrate! ”

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Partnerships: Our Family Friends Skintimate After Care will partner with Aveeno in the production of the deodorant. Aveeno will gain advertising directly on the product and increase consumer usage while Skintimate will benefit from the hair growth minimizers and soy conditioners Aveeno promotes.

Skintimate After Care will partner with the National Cervical Cancer Coalition helping to raise awareness of HPV and generate positive publicity.

The NCCC will receive all profits and donations made through selected cervical cancer promotions and events. Skintimate will be helping a worthy cause, generating brand awareness, and creating a reputable image in the public eye.

Skintimate After Care will partner with Gardasil in conjunction with the NCCC and related cervical cancer events.

Gardasil, the only cervical cancer vaccine, and Skintimate After Care will both increase publicity, and generate awareness, while making donations to the NCCC. Skintimate and Gardasil will work together, supporting the awareness, prevention, and spread of HPV.

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Skintimate After Care will partner with Switchfoot during January 2009 for the Skintimate Move for Cervical Cancer. Switchfoot will be performing for a charitable cause, while Skintimate After Care will be gaining publicity and a larger attendance at the event.

Skintimate After Care will partner with Pantene Beautiful Lengths in donating hair to female cancer patients during the Dare To Be Bare event.

Pantene will gain publicity and donations while Skintimate After Care will create a positive brand buzz while supporting those in the target audiences.

Skintimate After Care will partner with Curves during the push phase, providing trial samples to gym members. Skintimate After Care will receive free advertising, increase brand awareness and allow brand switching to commence.

Public Relations

Skintimate After Care Celebrates...

Sponsoring Active Women.

Sponsoring Special Causes.

As a company that values its family of publics, SC Johnson is a proponent of community involvement and activism in causes that uphold SC Johnson’s family values.

Objectives: Through the brand name of Skintimate After Care, SC Johnson strives to gain public awareness and brand loyalty for the new Skintimate product and renew their commitment, as a company, to its necessary publics.

Strategy: * Through sponsorships of various women’s sporting events, Skintimate After Care takes an active role in supporting its target markets in an environment in which deodorant is needed. * By hosting events for sponsored causes, Skintimate After Care gains national awareness and promotes that being “bare” is beautiful, and a reason to celebrate. * Finally, our partnerships will give us added publicity and momentum to the movement Skintimate After Care has started nationwide, also having other benefits individually.

Sponsoring Active Women

At every sponsored event, SC Johnson will have Skintimate After Care representatives, trial products, and an events calendar and collateral material about our main upcoming P.R. events: the Skintimate Move for Cervical Cancer and the Dare to Be Bare event. SC Johnson will also have a sign up sheet for those interested in receiving emails about coupons for Skintimate After Care and special promotions such as our Ultimate Celebration contest.

Sponsored events include: Women’s US Open of Surfing July 20-29th 2008 US Tennis Open – Women’s Events August 27th- September 9th Women’s US Open of Beach Volleyball September 21st-23rd 2008 US Open of Swimming – Women’s Events July 29th 2008 US Figure Skating for Women – 18th Annual Ice Skating Classic December 15th 2008 San Francisco Open Dancesport Championships March 28th-30th 2008

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Sponsoring Special Causes

Dare To Be Bare

The charitable causes that Skintimate After Care takes an active role in sponsoring, resonate with both SC Johnson and the company’s family of publics. These special causes are geared toward women and Skintimate After Care takes a proactive stance in supporting them by hosting nationally-renowned events for each.

Each event will be equipped with a Skintimate home base, where the public can gather and participate. At each home base, Skintimate After Care products will be available, along with collateral material, a calendar of upcoming P.R. events, and an information sign up form for coupons, etc. The various home bases set up for the Skintimate After Care Move for Cervical Cancer tour will also have audio and a stage set-up for the band, as well as refreshments for the run.

All events will be publicized and covered by press. Elusive Doberman plans to promote these charitable events at SC Johnson’s other sponsored events, and with special packaging. Teaser advertisements will appear virally, and during morning, day, and evening news broadcasts to promote the for the Move for Cervical Cancer. The Soothing Lavender bottle will also be altered to promote the charity during this period. In April, video teasers for Dare To Be Bare will go up virally and announcements about the event will be at each salon site.

National Cervical Cancer Coalition

Panteen Beautiful Lengths

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Dare To Be Bare “We invite you to be a part of Dare to Be Bare and help women all over the nation who have hair loss due to cancer.”

Along with Pantene Beautiful Lengths, Skintimate After Care will rent out salons in the selected major cities and invite women in to donate their hair to the Beautiful Lengths Foundation. Women who donate their hair will get a professional makeover as well as complementary Skintimate products.

Cities include: • Chicago • Los Angeles • Miami • New York • San Francisco For those especially daring women who are willing to shave their heads and prove that being bare is something to celebrate, Skintimate After Care will announce their generosity. They will get their picture and profile in the New York Times, and be featured as a Beautifully Bare Woman on www.ACelebrationOfSmooth.com, Skintimate After Care’s home page.

Dare You To Move

Skintimate Move for Cervical Cancer “Dare You To Move”

“We invite you to join us for the movement to stop the spread of cervical cancer, on behalf of the National Cervical Cancer Coalition. We dare you to move, and be one less.”

In each city, Skintimate® After Care, along with Gardisil®, will hold a fundraising marathon. 100% of the proceeds will go to the National Cervical Cancer Coalition. Teaser advertisments will appear virally, and during morning, day, and evening news broadcasts to promote the event.

The event concludes with a benefit concert by Switchfoot to celebrate those who dared to move for the cause of cervical cancer. Switchfoot will be performing some of their hit songs, such as Dare You to Move, Meant to Live, This is Your Life and Only Hope.

January is Cervical Health Awareness Month. During January 2009, the Skintimate Move for Cervical Cancer tour, featuring Switchfoot, will travel to ten cities around the nation. Cities include: • • • • • • • • • •

Boston Chicago Denver Houston Los Angeles Miami Nashville New York City San Francisco Seattle

~The Human Papillomavirus, known as HPV, is now the most common sexually transmitted disease, infecting 5.5 million new females each year. ~Most women who contract HPV get it in their 20’s and 30’s. ~HPV is the leading cause of cervical cancer,

by 70%

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Public Relations Calendar Calendar

January 2008

February

March

January 2009 December January 2008

November

February

-San Francisco Open Dancesport Championships March 28th-30th; San Francisco, CA

April

May

-The Ultimate Celebration!

January 21st - April 21st; Online

June

-Dare to Be Bare June 7th; Chicago, Los Angeles, Miami, New York, San Francisco

July

-US Open of Swimming July 29th; Minneapolis, MN

August

September

-US Open of Surfing July 20th-29th; Huntington Beach, CA

October

November

December

-The Ultimate Celebration!

July 21st - October 20th; Online

January 2009

-Skintimate Move For Cervical Cancer Boston, Chicago, Denver, Houston, Los Angeles, Miami, Nashville, New York City, San Francisco, Los Angeles

March

October

April

May

September August

June July

Skintimate Hosted Charity Events and Promotions Sponsored Sporting Events

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-US Tennis Open August 27th-September 9th; Flushing, NY -US Open Beach Volley Ball September 21st-23rd; Huntington Beach, CA

-18th Annual Ice Skating Classic December 15th; Cedar Rapids, IA

Final Budget

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“A Celebration of Smooth� Post Evaluation Research will be conducted to test how the campaign holds up after the intial launch period. Testing will also be done to measure how well After Care is doing in sales against its competitors. We are not looking to outsell Secret or Dove in the first few months, instead we wish to reach an obtainable sales goal initially, with sales increasing each period that follows, eventually equaling and passing by competitors.

Longevity Scents Skintimate After Care has the potential for a long, successful shelf life. Through developing more scents, Skintimate can dominate shelf space in grocery stores, variety stores and pharmacies.

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Future Direction Once Skintimate After Care has flooded the market and generated mass awareness during the initial year long introductory period, focus will be redirected towards philanthropic events.

Our Skintimate Move for Cervical Cancer starts the New Year with this focus in mind, and allows for tremendous growth within years to follow.

This cause differs from the mainstream breast cancer support most companies are jumping on board with, while still playing a crucial role in helping women. Skintimate stands for originality. Skintimate stands for the health and hope of women everywhere.

With this positive brand image, consumer loyalty will be gained and sustained, giving Skintimate After Care a long and happy life.

We are creative. We are fun. We are serious.

We make the choice to only represent socially conscious companies.

We have heart. We have soul. We have depth.

We make your business our personal objective.

We are free thinkers. We are revolutionary. We are Elusive Doberman.

Does your brand fit in our world?

We invite you to find out.

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The Elusive Doberman Team

Danielle Doty Account Executive

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Danielle has been a member of Alpha Kappa Psi, the professional business fraternity for the past two years, and a previous collegiate parlimentary debater.

She has one year of experience participating in the National Student Advertising Competition, 3 years experience as a manager for Regal Entertainment Group, and is now currently a marketing assistant for Star Trac.

Anthony Kondeati Account Planner Anthony has participated in the National Student Advertising Competition for the past 3 years, and has interned at Capitol Films.

Brianne Boyer Creative Director Brianne has participated in the National Student Advertising Competition for the past 2 years. She has interned at DGWB, Open Minds (a subsidiary of RPA), and has done freelance marketing and PR for Legacy of Hope.

Cori Coffin Public Relations & Graphics Cori has interned in the publicity department at NBC, and has done PR work and brochure designs for the opening of Jasmine ‘s A Chopra’s, a Salon & Spa. She is currently the Commisioner of Communications at Chapman University.

Autumn Stinar Art Designer

Chase Fleming Media & Production Planning

Autumn was the Ad Club publicity chair for one year, and has interned at the Yari Film Group and Bedford Falls Production Company.

Chase is part of Chapman AD Club, the Film Production Department, the National Student Advertising Competition, and a graduate of the National Student Leadership Conference for International Diplomacy. Chase is a winner of the Chipotle Video Contest, and has been selected to direct, Location Filmmaking, a sponsored program. He has interned at Nike in Entertainment Marketing, and at Bedford Falls Productions.

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Thank You

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