Issuu on Google+

BELLISS J U ST LIKE YOU Gil Marom Elliott Spring 2014 SC 3353 Section 001


Gil Marom Spring 2014 SC 3353 Section 001 Strategic Message Planner Advertising goal  The campaign’s goal is to raise awareness to the new makeup brand, Belliss, reaching 30 percent of target audience in six months. Client: key facts  Belliss Cosmetics Inc. in Austin, Texas, makes Caliente Lipsticks.  Luisana Bellissimo founded Belliss Cosmetics in 2008. Bellissimo is an Aveda Institute graduate and an award-winning business woman, honored by the Horatio Alger Association.  Belliss sells Caliente Lipsticks online and in Sephora stores.  Belliss empowers young Latinas to be themselves and strive for success.  Belliss uses relatable Hispanic models, including America’s Next Top Model winner, Jaslene Gonzales. It sets an image by telling young Latinas that the model on the advertisement is just like them, and they can build their way up and achieve their goals with hard work. Product: key features What is the product?  Caliente Lipstick is a lipstick line enriched with organic ingredients and vitamin D.  Caliente Lipstick is available in 13 shades.  Caliente Lipstick sells for $8.99. What is the product’s purpose?  The purpose of Caliente Lipsticks is to provide women with an all-natural-ingredient lipstick that keeps their lips smooth and healthy throughout the day. What is the product made of?  Caliente Lipstick is made of beeswax, olive oil, cocoa butter, aloe vera and vitamin D. Who and what made the product?  Belliss Cosmetics makes the product.  Belliss mixes all the ingredients that are in the lipstick. Then, it hardens and inserts the lipstick in a metal lipstick dispenser.


Target audience: demographics and psychographics  The target audience is Hispanics and millenials.  The target audience is women ages 16-25.  About 41 percent of American Hispanics live in the West, 36 percent live in the South, 14 percent live in the Northeast, and 9 percent live in the Midwest.  The median income for Hispanic households is about $38,039, which is considered lower-middle class.  Hispanics are family-oriented.  Millenials are heavy users of social media and seek easy ways to purchase their products.  Most of the target audience is college students trying to figure out their future paths. This target audience attends many social events where makeup is used. What are the product’s benefits?  Caliente Lipstick is a high-quality makeup that keeps lips smooth and healthy.  Caliente Lipstick is available in 13 shades.  Caliente Lipstick provides healthy, smooth lips. Direct competitors and brand images  Leading cosmetic companies: o L'Oréal – Target audience views L'Oréal as a quality makeup company that empowers women and uses celebrity endorsements. o CoverGirl – Target audience views CoverGirl as an affordable makeup company that uses lots of advertising and celebrity endorsements. o Revlon – Target audience views Revlon as an affordable makeup company that uses natural products and focuses on color cosmetics. Indirect competitors and brand images  Indirect competitors are women who are light makeup users. Women that are not heavy makeup users don’t mind buying the basic, drug store makeup. They will purchase whatever is affordable and don’t mind not wearing makeup daily.  Other indirect competitors are skin and lip care products that are enriched with natural ingredients and vitamins. Product brand image  Current brand image – The target audience believes Belliss Cosmetics and Caliente Lipstick are targeted to empower young Latinas and provide a lipstick that will make their lips smooth and healthy.  Desired brand image – Belliss Cosmetics wants to continue empowering young women but wants to provide trustworthy and reliable makeup to the target audience.  Brand image challenge – The brand is new to the market and is highly specified toward Latinas and no other races.


Strategic message: the promise  The product should send a message to the target audience that using Belliss Caliente Lipstick will make their lips healthy and smooth, while looking beautiful and confident. Supporting evidence: the proof  By seeing the current young, confident Latinas wearing Belliss Caliente Lipstick, others will want to become beautiful and confident, as well.  Caliente Lipstick has organic ingredients and is enriched with vitamin D.  Luisana Bellissimo is an Aveda Institute graduate and an award-winning business woman.  Caliente Lipstick is available in 13 shades.  Caliente Lipstick provides healthy, smooth lips.


BELLISS J U ST LIKE YOU

You should feel confident. You should feel beautiful. You should feel caliente. The new Caliente Lipstick line is enriched with organic ingredients and vitamin D. Order yours online or purchase at a Sephora store near you. Confidence is beautiful, and beauty is unique – just like you.


Title: Belliss Caliente Lipstick Client/Sponsor: Belliss Cosmetics Inc. Length: 30 seconds Air Dates: April 15 – June 1

Radio Script

FEMALE ANNOUNCER:

Is it getting hot in here?

MUSIC: Edgy, upbeat FEMALE ANNOUNCER:

Say hello to the new Belliss Caliente Lipstick. This hot lipstick is available in 13 shades that will enrich your lips with allnatural ingredients and vitamin D, making your lips smooth and sexy.

SFX: Lips making a kissy noise ANNOUNCER:

So don’t let the heat beat you. Order your Belliss Caliente Lipstick online or at a Sephora store near you, because confidence is beautiful, and beauty is unique; just like you.

MUSIC: Fade out at :29

###


Title: Belliss Caliente Lipstick Client/Sponsor: Belliss Cosmetics Inc. Length: 60 seconds Air Dates: April 15 – June 1

TV Script

MS – Female model speaks to camera (:03)

ANNOUNCER/MODEL: It’s time to turn things up.

CU – Belliss Caliente Lipstick products (:07)

(Edgy, upbeat)

MUSIC:

MS – Female model speaks to camera (:15)

ANNOUNCER/MODEL: Summer is near and the heat is up. No better way to start your summer than with Belliss Caliente Lipstick.

CU – Model putting on lipstick (:10)

This hot lipstick is available in 13 shades that will enrich your lips with all-natural ingredients and vitamin D.

CU – Model posing and speaking to the camera (:05)

Making your lips smooth and sexy.

CU – Belliss Caliente Lipstick products with Sephora logo on side of the screen (:10)

So don’t let the heat beat you. Order your Caliente Lipstick online or at a Sephora store near you.

MS – Model turning and posing (:05)

Because confidence is beautiful, and beauty is unique.

CU – Model speaks to directly to the camera and smiles. (:04)

Just like you.

FADE TO BLACK AT :59

(Fade out at :59)

RT – :59

###

MUSIC:


Storyboard

It’s time to turn things up.

Summer is near and the heat is up. No better way to start your summer than with Belliss Caliente Lipstick.

This hot lipstick is available in 13 shades that will enrich your lips with all-natural ingredients and vitamin D.

Making your lips smooth and sexy.

So don’t let the heat beat you. Order your Caliente Lipstick online or at a Sephora store near you.

BELLISS Because confidence is beautiful, and beauty is unique.

Just like you.


BELLISS J U ST LIKE YOU

References: Jaslene Gonzales. (n.d.). Fanpop. Retrieved March 27, 2014, from http://images2.fanpop.com/images/ photos/3000000/jaslene-antm-winners-3030343-768-1024.jpg Lead Free Lipstick. (n.d.). Blogspot. Retrieved March 28, 2014, from http://1.bp.blogspot.com/_ Wcpy8XGpWQg/TEfOBw5QF3I/AAAAAAAAAd8/3XDltDs1Eao/s1600/lead-free-lipstick2-lg.jpg Livejohanna. (n.d.). Blogspot. Retrieved March 28, 2014, from http://4.bp.blogspot.com/_Gc87CiVdr7k/ TGK8YTWquII/AAAAAAAAAOU/xoMh4Zfxbso/s1600/livejohanna.jpg MK+Lipstick. (n.d.). Blogspot. Retrieved March 27, 2014, from http://1.bp.blogspot.com/-R3rxgwhZJtw/ UjMog_VREOI/AAAAAAAADJg/5p999hNi-FA/s1600/MK+Lipsticks.jpg Marketing to Tweeters and Their Facebook Friends. (n.d.). Gallup Business Journal. Retrieved March 27, 2014, from http://businessjournal.gallup.com/content/146990/Marketing-Tweeters-Facebook-Friends. aspx Mary Kay True Dimensions Lipsticks. (n.d.). Glitter Geek. Retrieved March 28, 2014, from http://media. glittergeek.ca/wp-content/uploads/2013/01/Mary-Kay-True-Dimensions-Lipsticks.jpg Model - Las Vegas. (n.d.). Trade Show Model. Retrieved March 28, 2014, from http://tradeshowmodels. net/images/modules/staffing/models/photos/6431/Portfolio%20-%20Main/models-las%20vegas-983.JPG Sephora Logo. (n.d.). Blogspot. Retrieved March 28, 2014, from http://askmissa.com/wp-content/uploads/2013/05/Sephora-Logo.jpg Table 690. Money Income of Households—Percent Distribution by Income Level, Race, and Hispanic Origin, in Constant (2009) Dollars: 1990 to 2009. (n.d.). United State Census Bureau. Retrieved March 28, 2014, from http://www.census.gov/compendia/statab/2012/tables/12s0691.pdf The Hispanic Population: 2010. (n.d.). United State Census Bureau. Retrieved March 27, 2014, from http://www.census.gov/prod/cen2010/briefs/c2010br-04.pdf WHAT’S THAT STUFF? - LIPSTICK. (n.d.). Chemical & Engineering News. Retrieved March 27, 2014, from http://pubs.acs.org/cen/whatstuff/stuff/7728scit2.html Where Do You Fall in the American Economic Class System?. (n.d.). US News RSS. Retrieved March 27, 2014, from http://money.usnews.com/money/personal-finance/articles/2012/09/13/where-do-you-fall-inthe-american-economic-class-system


Advertising Campaign - Persuasive Writing