Astrological Beauty - Amirha Singleton and Madison Culbertson

Astrological Beauty An Astrology Based Cosmetics Company

Created By: Amirha Singleton and Madison Culbertson Presented: June 2021 Marketing II Ms. Sullivan, Everett High School

Copyright, 2021

Table of Contents

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Cover Page Table of Contents - Page 1 Executive Summary - Page 2 Industry Overview - Page 3 Business Description - Page 4 Branding - Page 6 SWOT Analysis - Page 7 Target Market - Page 8 Marketing Goals - Page 9 Marketing Mix - Page 10 Sample Advertisements - Page 11 References - Page 12

Executive Summary Our Mission Our mission as a company is to put out more natural healthier things for the body and soul targeting as many ages and gender as we can. These things we think are important to understand but for most it's at least worth a try. Herbs and oil from the earth are known to clear negative energy, provide a positive area for customers and guarantee you'll learn more things about yourself and how to cope with the real world and the real you.

The Company and Management Astrological Beauty was founded in 2021 by Everett High School students Madison Culbertson ‘21 and Amirha Singleton ‘22. Madison and Amirha both have a passion for makeup and astrology and wanted to combine the two into something extraordinary.

Our Services At Astrological Beauty we ship all types of herbs, oil, tools for meditation and ones along with makeup colors that pop and last long with little to no chemical natural and good for the body speaking of another main thing we are known for is great skin care products and oils taken orally for good health, ph balances, hair growth, nail growth and shining skin our line also has a baby brand very gentle soaps for babies skin almost all of our scents promote different thing like relaxation, energy, focus, balance of chakras and much more our beauty line by the title is designed based on astrology which in most cases people are starting to find a lot more interesting to learn about.

The Market In the United States, the market for clean ingredients is growing. At Astrological Beauty we are offering all types of cosmetic and skincare products that are clean, cruelty free, vegan, organic, and proven to work.

Our Competitive Advantages We are the only cosmetics company with an astrology focus.

Start-up Financing Requirements We are seeking an operating line of $350,000 to finance our first-year growth, which would include rental space and product creation and marketing.

Industry Overview The Cosmetics Industry According to Statista, the global cosmetics market grew an estimated 5.5% in 2020. The global cosmetics industry is broken down into six main categories; skin care being the largest one out of them all, accounting for 36.4 percent of the global market. In recent years, consumers have been spending higher levels of disposable income on cosmetics than they had in the past. The United States is the biggest cosmetic market in the world, with an estimated total revenue of about 62.46 billion U.S. dollars and employing about 63,816 people by 2016. ● In the coming years, global cosmetic companies will continue to focus their efforts on product innovation in order to attract new consumers and keep existing consumers loyal to specific brands. ● With the addition of Millennials and Gen-Z in the market, sales are expected to increase.kk Our Position in the Market While astrology has been around for thousands of years, it’s currently more popular than ever.

In an interview with The Atlantic, Lucie Greene, the worldwide director of J. Walter Thompson’s innovation group, which tracks and predicts cultural trends, said “over the past two years, we’ve really seen a reframing of New Age practices, very much geared toward a Millennial and young Gen X quotient”.

With this in mind, and knowing that Millennials and Gen-Z are already making waves in the cosmetics industry, it made sense to create the first cosmetics brand with an astrology focus.

From makeup to skincare to essential oils, we’re covering the bases and providing customers with an added aspect of astrology.

The Competition While Ulta and Sephora sells brands that have astrology lines, there is no other cosmetics company that focuses solely on astrology.

What Makes Astrological Beauty Unique We are the only actual beauty and spiritually brand for men and women. Also, we are the only brand that sells makeup and skincare that involves your zodiac sign.

Business Description

Mission Statement: Our mission is to provide our customers with self love. By focusing on customer service and selling products our customers feel comfortable using, our company will bring forth a balance of self.

Goals and Objectives: Our goal is to be the go-to source for all makeup lovers, but especially those looking for an additional benefit to buying makeup: a horoscope and balance of self.

Business Philosophy: We believe self-love starts from within, so our company focuses on providing customers with healing through horoscopes, readings, and other astrological practices.

Industry: We are in the makeup industry, with an emphasis on astrology.

Strengths and Skills: We are the only makeup company with a focus on astrology. Other brands have astrology lines or “drops,” but we only focus on astrology based products.

Target Market: Our target market is all individuals who enjoy wearing makeup and using skincare products, as well as those interested in astrology and horoscopes.

Our company firmly believes spiritual growth plays a huge role in life. When you read your horoscopes, you know you are not alone. We also like to spread the word that things that grow on this earth such as minerals, herbs, fruits, etc., can be used in many different ways to make life more stress free.

At our cosmetics company we make chemical free eyeshadow pallets, lip kits, sugar treatments, energy essence masks, horoscope perfume/ lotions/ soaps herbs and sage, crystal rings and necklaces, essentials oils for focusing on certain chakras to help with stress, depression, wisdom and balance of self. We play a heavy role in getting to know one's spiritual self and take pride in self love and self care so we provide books, quotes, and horoscope informational guides in our product packages which can also be sold separatley.

Branding Logos:

Slogan: Be Energetic And Uplifting To Yourself Color Scheme: #96B5C8

Merchandise:

#88C092

#FCCC7D

#E096CE

#D8767A

Unique Selling Proposition

Astrological Beauty is a family connected by the universe.

Not only are we known for beauty products, but we also sell products by a person's horoscope sign designed to their characteristics and guidance to their personality traits and much more men can also get merchandise and hand books about their signs. We have a variety of non gender based products, The men get a chance to get something as well packages with deodorant, soap, lotion, sage, quotes including guidance for the persons sign along with both male and female shirts, hats, coffee, mugs robes and house shoes we have an online website that ships worldwide.

Women: be energetic and uplifting to yourself means exactly what it says

Market Analysis SWOT Analysis ● ●

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Strengths We are the only makeup brand that focuses solely on the concept of astrology A lot of people are interested in astrology and like to learn about their signs and about themselves and personality traits Opportunities Partnering with Ulta or Sephora to sell our products Collaborate with makeup artists and influencers to promote our brand

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Weaknesses Some people dislike astrology, which would take away from our customer base More people are “going natural” so may not want to buy our makeup.

Threats Zodiac Cosmetics is similar to our company Someone could see we get alot of sales then want to also make a cosmetology brand that involves astrology and make their own

Competitive Analysis Zodiac Cosmetics ● ●

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No physical location, they are online only They sell eyeshadow palettes based on each zodiac sign.

They also sell lipstick.

They are a direct competitor because their vibe is similar to ours.

USP: They handcrafted their cosmetic line based on the characteristics of customer’s constellations.

They are a small company, opened in 2020. They only have single digit reviews on each item.

BH Cosmetics ●

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No actual location, But you can find the product by BH Cosmetics at your local Ulta beauty store.

BH Cosmetics sells a zodiac palette and zodiac brush set They are an indirect competitor because even though they are located in ulta does not mean they have a store of their own.

USP: Always cruelty free, vegan and extra clean options.

Estimated annual revenue is $45m.

MAC is the leading beauty brand, making $1.5b.

Sephora ● ● ●

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Malls across the country.

Sephora has a lipstick collection for each zodiac sign.

They are indirect competitors because they only sell one product that is similar to our brand but doesn't sell all the products we sell.

USP: Affordable prices and high quality products.

The sales are not that high because they are only selling a lipstick collection that involves zodiac.

Target Market ●

Age ○

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Adults, anyone 18+

Gender ○ Both genders Marital Status ○ Are your target customers married or single, or divorced? ○ Our target markets are go for all relationship statuses Family ○ The family structure all products can be used for all ages but 18 and are the audiences that will be purchasing Location ○ We are shipping this product world wide but have stores ranging in many locations where spirituality is practiced.

Education ○ Our customers would educate themselves on spirituality and astrology.

Income ○ Minimum wage or $45,000+ Occupation ○ N/A Religion ○ Yes most of our customers are non-religious, buddist, hindu, ifa, some christians find the horoscope and beauty line more interesting.

Language ○ Our members speak all languages Lifestyle ○ Life style is based on usually meditation, affirmations, intuition people finding the perfect spiritual religion for themselves and also who want to know more about there signs, and ways to become more enlightened ○ Motivation ○ Learning more things about oneself, loving self care, shows interest in dream catchers, essential oils , spiritually rebirths, tarot cards and Hobbies ○ music , art, music, dance, singing, sports, meditation ,keeping skin and inner body and soul happy healthy and clean Size ○ Very big, especially as the pandemic encourages most to be open minded and try new things.

Marketing Goals Goal #1: Increase Brand Awareness ● We want to get our brand out even more on social sites like instagram, youtube, snapchat and tiktok. ● Our company will be reaching out to instagram famous people, reaching out to those who do tarot reading or spiritual practices for the world to watch we will be informing them about the product even though the company has been successful in this on our websites we’d like to start fresh on a bigger platform ● It would for sure work for those online who do tarot readings weather it be in local stores or over youtube social platforms they would love to promote this product because they would use most of our products themselves Goal #2: Paid Advertisements ● We know that people look to YouTube for makeup look inspiration, so we believe paid ads on YouTube and other social media will increase our brand awareness. ● We will get our makeup brand on YouTube ads, TV commercials, and pop-up ads on other social media.

Goal #3: Launch New Products with Promotions ● We believe launching new products like eyeliner, mascara, bronzers, and new scents, will keep our brand fresh. ● The products we launch will be a direct result from customer feedback. We plan on sending our surveys to ask customers what they want. We will then look for trends and implement those trends into our brand and products.

Marketing Mix PRODUCT: At Astrological Beauty, we offer more than just makeup. We’re offering an experience of the mind, body, and soul.

Our products include: ● Eyeliner ● Eyeshadow pallets ● Skin care products ● Perfumes ● Humidifiers ● Sage, thyme, essential oils, bay leaf, etc. ● Natural non chemical scents for your clothes Our Most Popular Products: ● Our skin care products are some of our best sellers. These products include all natural soaps, toners, face wipes, sugar scrubs, dead sea scrubs, and salt scrubs. Each product is made with a lot of natural herbs and oils.

PRICE: Because we are a skincare and cosmetics company, with all natural products that don’t include any harmful ingredients, our products are a bit more expensive than the competition. However, any skincare products sold individually would not exceed $20. We offer package deals on skincare products which includes: non-binary toners, face wibs, a scrub of your choice, fragrance soap, and a cologne or perfume of your choice (40-60mL depending on your package size). We offer small, medium and large package deals.

Makeup wise, we believe that we have a competitive pricing strategy that places us in direct competition with some of the biggest makeup brands. However, one thing we do is offer palette price checks, where you create your palette. For example, if you want an eyeshadow palette, you will only pay for the colors you want to include.

PLACE: We have a physical store located in Boston, MA, but hope to expand across the country. Most of our sales are generated through our website, which will ship internationally for a small fee.

PROMOTION: Because we’re a cosmetics and skincare brand relying on customer loyalty and satisfaction, we know that promoting our brand is a key element to our success.

We have discount codes and flash sales on our websites and in our local stores. We also have a giveaway every month or for certain holidays.

Our goal for our promotion is to get customers to try out new products they never have before, while providing information and feedback to us. We believe that getting customers involved in the process of product creation really helps with product success.

Through our promotional efforts, we hope to find new customers and keep our loyal customers intrigued.

Brand Positioning For makeup and astrology lovers, Astrological Beauty offers all-natural, chemical-free makeup and skincare products. Unlike other cosmetics brands, Astrological Beauty focuses on the whole person, not just what’s on the outside, by offering horoscopes, meditation, inspirational quotes, mindfulness exercises, and more.

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References https://www.statista.com/topics/3137/cosmetics-industry/