Page 1

Fyrinnae Cosmetics

Digital Marketing Leah Beckelman


Table of Contents Executive Summary

2

Press Release

3

Marketing Objectives

4

Demographic & Psychographic Information

12

Persuasive Defense

18

Technological Information

20

Budget

22

Sources

23

Appendix

25

Web Page Layouts Home page with 1st featured topic

26

Home page with 2nd featured topic

27

Fyrinnae Looks section – makeup tutorial

28

Shop > Eyes > Complete list of eye shadows (alphabetically)

29

Single product information / purchase page (eye shadow)

30

About Us

31

Site Map

32

Site map button descriptions

33

Original homepage

34

Original complete list of eye shadows

35

Original single product page

36

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Executive Summary It is our intent to redesign the website and web-store for Fyrinnae Cosmetics. They are based out of Federal Way, Washington and have been operating as an online business since 2003, however, their current website is difficult to navigate and shop from. Our goal is to increase traffic to their website and make the web-store more informative and user friendly in an attempt to generate more sales. Fyrinnae‟s target market is primarily women from the ages of 12 and up; however, men of this age range can use their products as well. They offer cruelty-free and vegan cosmetics (no silk, carmine, pearl, beeswax, etc.). Their customers are worldwide (with the exceptions being Italy, Spain, or the Philippines). Fyrinnae‟s range of products consists of:  

Lip Lustres Blush

Bronzer & Highlighter

Eye Shadows

Finishing Powders & Primers

Their cosmetics are sold solely through the web-store, making these products very exclusive and sometimes hard to find (due to limited availability). Fyrinnae is the only cosmetic company to sell a lip product called a “Lip Lustre” and a cosmetic primer called “Pixie Epoxy” and their loose pigment eye shadow colors are unique to their company as they are made in house in their Federal Way studio. Customers who shop at Fyrinnea are looking for amazing cosmetics that they can‟t find anywhere else. In addition to redesigning the website, we will be creating social media channels for Fyrinnae Cosmetics. Currently they do not utilize sites like FaceBook, Instagram, or Pinterest. The company blog is not connected to their current website and is hard to locate. Social media channels allow customers to interact with the company through comments, “likes”, and immediately updated news. The goal of utilizing social media and connecting a company blog all together to the new Fyrinnae website is to help drive traffic to the webstore which will generate sales and create and increase brand loyalty.

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Leah Beckelman CustomerService@Fyrinnae.com 425-533-4313

December 2, 2013

For Immediate Release

January 1, 2014 brings Fyrinnae’s new spring collection and new website. With the success that previous Fyrinnae products have brought the company, they have received a large amount of feedback about the usability of their current website. They have taken these comments into consideration and have created a new, more user friendly shopping experience. Fyrinnae Cosmetics is an independent company, started in 2003, located in Washington State. They offer cruelty-free and vegan cosmetics (no silk, carmine, pearl, beeswax, etc.). Each product is hand crafted in small batches to help eliminate waste and provide exclusivity in a competitive cosmetic marketplace. The new company website will offer a variety of ways that the customer can interact with Fyrinnae and keep up to date with their newest products, contests, style suggestions, and company news. Customers can access the Fyrinnae blog, the “Fyrinnae Looks” section where makeup tutorial pictures and videos will be posted using Fyrinnae products, access the company’s social media channels, and a new webstore to enhance the customer shopping experience. Fyrinnae guarantees that product swatches will be available for every item that they sell. This allows customers to see how the product could appear on their skin before they purchase it. The new website will be launched on January 1, 2014 to start the New Year fresh. This launch will go hand in hand with the release of Fyrinnae’s spring 2014 collection. The collection will feature 4 new eye shadows and 2 new lip lusters. It is Fyrinnae’s hope that this new website and shopping experience will help fans connect with the company on a deeper level by being able to interact with the brand and fellow customers. New site additions like the blog, makeup tutorials, and social networking will provide a cohesive platform for Fyrinnae’s customers to help instill brand loyalty.

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Marketing Objectives Through this website redesign and creation and management of social media channels, it is our goal to achieve the following: 1. Make Fyrinnae’s website user friendly and 2. Decrease Cart Abandonment Rate The effects of website usability and Shopping Cart Abandonment Rate go hand in hand. If customers can‟t figure out how to navigate through a webstore or have a hard time reading it, they will give up and go elsewhere. The following chart shows how websites with complicated navigation tools account for 25% of the Shopping Cart Abandonment Rate for online retailers.

-ConversionXL.com1

According to a study by Canadian researchers, Internet users can give websites a thumbs up or thumbs down in less than the blink of an eye, “In just one-twentieth of a second -- less than half the time it takes to blink --

Laja, Peep. “Shopping Cart Abandonment: Why It Happens & How to Recover Baskets Of Money.” ConversionXL. 19 July 2013. Web 29 Nov 2013. 1

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people make aesthetic judgments that influence the rest of their experience with an Internet site”.2 As seen on the redesigned homepage on page 26, we have completely changed Fyrinnae‟s color scheme. The original homepage (page 34) featured white and neon green text on a black background and we have swapped that out for black text on a white background centered in a colorful backdrop graphic. This simple change in color greatly effects customer readability and usability. Studies on color theory related to a person‟s ability to read text in different colors and backgrounds have shown us that: 

There is a trade-off between contrast and readability: too little contrast makes things hard to read, but too much contrast creates so much vibration that it diminishes readability.

Black is the worst dark color to use as the contrast is the most (too) extreme

Screens aren‟t white text – they are shining white light – very different to reading on paper

Most images on a black background create a very high-contrast situation that is more difficult to look at for a long time than lighter backgrounds -

TheMeaningOfWeb.BlogSpot.com3

Another color theory study performed by KISSMetrics reports, “…what your site visitors see when they come to your site, from overall design to the colors used, really does make an impact on whether they buy from you. In fact, 52% of people surveyed who said they would not return to a site stated the reason as „aesthetics‟ ”.4 3. Include color swatches of all products When we truly break down the purpose of Fyrinnae‟s products we can see how they are tiny pots of colored powder that change a person‟s appearance. Because these products are centered on color, we want to ensure that customers know the true color any cosmetic product on the website before they make a final purchase. Currently, only 40% of Fyrinnae‟s products show a picture of a product swatched on skin. If a customer doesn‟t see a swatched product they could either search for a picture on a separate website, which takes time away from shopping in the webstore and could change the customer‟s mind, or give up and leave the website entirely, both options result in a loss of sales. As seen on page 30, the new website will feature 100% of Fyrinnae‟s products swatched on skin. This results in customers making quicker purchasing decisions and increases sales due to less hassle and more product information.

Tandon, Kamakshi. “Internet Users Judge Websites in Less Than a Blink.” Reuters. 17 Jan 2008. Web 29 Nov. 2013. Sexton, Edward. “SEO problems of white text on a dark background.” TheMeaningoftheWeb.Blogspot.com. 21 July 2008. Web 29 Nov 2013. 4 Toren, Adam. “The Color of Your Website has a Huge Impact on What People Buy.” Business Insider Inc. 15 July 2011. Web 29 Nov 2013. 2 3

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4. Improve product awareness To improve knowledge about Fyrinnae‟s products we have created a “Fyrinnae Looks” page that is accessible on the new header bar of the website. Please turn to page 27 to see how the announcement of each new featured look will appear and page 28 shows how a makeup tutorial will look after the relaunch. The Looks page will feature makeup tutorials to teach customers how to create beautiful makeup looks at home, using Fyrinnae products. They can see how each product is used and possibly find out new uses for an item, for example, some eye shadows can be used on the lips to create a new lip color. Fyrinnae employees will upload a new look weekly or bi-monthly as well as team up with notable internet beauty bloggers and feature them on this page. The company blog is another new feature included on the new header bar of the website. As stated earlier, Fyrinnae currently manages a company blog but it is not directly linked to the main website. Users must run a separate internet search to access this page; this wastes time, affects Fyrinnae‟s Bounce Rate, and negatively affects the consumers‟ customer service experience.

(graphic continued on next page)

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- IgniteSpot5

Having the company blog centrally located on the header bar makes it easy to access. It will feature production updates, new collection releases, color forecasting trends, etc. A RSS button will be included on the blog to allow frequent readers to be alerted to new blog updates. All of these updates educate customers and adds credibility to the company‟s image. To keep customers informed about Fyrinnae‟s products, we have kept the “product reviews” feature that Fyrinnae currently offers on their webstore. When purchasing a product, the customer can see how many “stars” others have given this product and read reviews written by pervious purchasers. Recent studies show that objective third-party reviews and ratings increase sales on ecommerce websites. Reviews, even negative ones, can help establish credibility and trust in the minds of potential customers. They provide customers with vital information that reduces return rates and raises post-sale satisfaction.6 5. Reciprocal linking with beauty bloggers By working with Prosumer Sites like beauty blogs, we can advertise to Fyrinnae‟s target consumer market for little to no cost. Many beauty bloggers accept free products in exchange for being featured on a company‟s website. This trade and Link Exchange allows for new customers to find out about Fyrinnae‟s products through their favorite blogs and returning customers to find out about a new beauty blogger through our featured makeup tutorial. 5 6

Hood, Eddy. “The Blogonmy.” Ignite Spot. 7 Aug. 2013. Web 29 Nov. 2013. “Increase Sales with Product Reviews and Ratings.” HostAway.com. Web 29 Nov. 2013.

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6. Social media “share” buttons for each product In an effort to increase traffic to Fyrinnae‟s website, we have added social media “sharing” buttons to each product page, “The most powerful indirect impact of social media is its ability to generate new inbound links by improving brand awareness and overall online visibility”.7 Below the product pictures on page 30 you can see three small buttons for FaceBook, Twitter, and Pinterest. Customers who like the product can share these items with friends and followers via their preferred social media outlet. This allows customers to spread information quickly with little action required by the company. According to a new study conducted by Gigya in the second quarter of this year, “Pinterest users share more content related to e-commerce than users for any other major social network, beating out FaceBook and Twitter”.8 The Gigya study found that Pinterest accounts for 41% of all sharing for e-commerce content, compared to 37% for FaceBook and 17% for Twitter. One of Gigya‟s clients, an online retailer called Indiegogo, saw a 78% increase in social sharing after introducing its “Pin It” button for Pinterest.9 7. Establish Fyrinnae in the cosmetics industry Even though Fyrinnae has been in business for 10 years, they are still not a widely known brand. It is our hope that the actions outline in these marketing objectives will help establish Fyrinnae in the cosmetics industry. The website relaunch and Spring 2014 collection will be announced via social media channels and through an official press release (found on page 3). This press release will be published in two locations. The first publication will be Temptalia.com. Temptalia is a beauty blog that has been in operation since 2006. At the end of 2012, they have reached over 22 million unique people since the site‟s original launch. “Each month, Temptalia reaches 1 million unique visitors who visit 2.7 million times and view 7 million pages”.10 According to Quantcast.com, this beauty blog attracts readers that fall perfectly into Fyrinnae‟s target market.

-Quantcast.com DeMers, Jason. “You Guide to Social Signals for SEO.” Moz.com. SEO Moz Inc. 6 Nov 2012. Web 29 Nov. 2013. Sass, Erik. “Pintrest Leads E-Commerce Sharing.” The Social Graf. 24 July 2013. Web 29 Nov. 2013. 9 Sass, Erik. “Pintrest Leads E-Commerce Sharing.” The Social Graf. 24 July 2013. Web 29 Nov. 2013. 10 http://www.temptalia.com/about-us 7 8

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The second publication for this press release will be Cosmetic World. Cosmetic World is a leading, bi-monthly trade magazine that was founded in 1966 and is targeted towards the international beauty industry, manufacturers, and retailers11. This publication covers product launches as well as all the latest industry news and events. Announcing Fyrinnae‟s website launch through this trade magazine will help generate industry-related attention and traffic. Currently, Fyrinnea does not have plans to create a brick and mortar store or sell its products through a cosmetics retailer, however, that doesn‟t mean they can‟t network with industry professionals to discuss these ideas in the future. Two other possible publication options to announce Fyrinnae‟s news would be Phyrra.net and MakeUpAndBeautyBlog.com. Both of these sites are well known beauty blogs that have been in operation since 2007. Since MakeUpAndBeautyBlog‟s creation, there have been more than 28 million visits and more than 55 million page views.12 Phyrra is a blog based out of the UK and could help spread Fyrinnae‟s information internationally. The website traffic information for Phyrra‟s blog provided by Quantcast shows that their readers fall into the same demographic categories as Temptalia‟s. Again, these categories match up with Fyrinna‟s target market.

- Quantcast.com

8. Improve brand management Currently, Fyrinnae utilizes a small amount of social media channels for their company. While the company Twitter page has been updated as of November 25, 2013, a company FaceBook page is nonexistent. A Fyrinnae fan page (with over 2000 “likes”) has been created by a loyal customer, but this has no affiliation with the company. This unsettling fact is proof enough that immediate action must be taken to establish 11 12

http://www.cosmeticworld.com/about.html http://www.makeupandbeautyblog.com/about/

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Fyrinnae in the world of social media to help connect with its customers. In a recent Market Force survey, 81% of U.S. consumers surveyed declared social networking recommendations were integral to their purchase decisions. With such data in mind, brands should be more open to the social e-commerce realm as a serious business strategy. When it comes to personalization and customization of marketing messages and advertisements, a social media infusion can help humanize the experience for shoppers.13 With the growing popularity of online and mobile shopping, social media is also increasingly being used for price comparison, browsing and purchasing. We are seeing the rise of the “social shopper” with 69% of consumers now members of social media websites and half of these interacting with retailers through social media.

RetailChampion.WordPress.com14

This Webloyalty research suggests that by 2020, mobile shopping will play a part in ¼ of all purchases, through either price checking or direct purchases. Social media is being used as an extension of a company‟s customer service department. Customers can get support for a new product on a company‟s FaceBook page, saving them from the hassle of locating the company‟s phone number and calling them through an automated phone tree. This easy access to a company helps users feel a closer, organic connection with the brand, increases customer loyalty, and builds consumer trust, all of which lead to more and better reviews on sites like social media pages, blogs, and even the company‟s own review section. Participating in social media channels brings brands closer to customers

Sareen, Himanshu. “Social eCommerce and the Customer Network.” Social Media Today LLC. 8 Nov 2013. Web 29 Nov. 2013. 14 Rayner, Clare. “The Future of Retail.” RetailChampion Blog. 11 April 2013. Web 29 Nov. 2013. 13

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and potential customers. A brand's social media "voice" defines its image and distinguishes it from a distant entity to a hip, trendy, brand.15 9. Increase sales All of these statics show us how impactful the change in website design for Fyrinnae will be. The new colors are less jarring on the eyes, therefore customers are more willing to browse longer and the newly included product swatches allow customers to see what Fyrinnae‟s products will look like on their skin and these actions leads to an increase in customers adding products to their shopping cart and making final purchases. While we will be implementing new features and interactive social media elements on the redesigned website, we have kept and revamped current website functions that Fyrinnae currently uses, in the attempt to improve product awareness with our consumer target market. Keeping customers informed about company news and product functions increases their knowledge and opinions of credibility for Fyrinnae which leads to brand loyalty and an increase in sales.

15

DeMers, Jason. “You Guide to Social Signals for SEO.” Moz.com. SEO Moz Inc. 6 Nov 2012. Web 29 Nov. 2013.

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Demographic & Psychographic Info Demographic Analysis Fyrinnae‟s target market is primarily women from the ages of 12 and up; however, men of this age range can use their products as well. Today‟s generation are developing their fashion senses earlier than ever. In fact, 61% of girls ages 9 to 11 are more interested in wearing makeup than in the past; and 26% of teens say they play a financial role in beauty purchases.16 Jaclyn Julian, director of marketing at Allstar Products Group says, “The target demographics are changing from the traditional customer. We‟re seeing a much younger age group interested in health and beauty, a lower age who will invest in beauty. In the past, the target customer might be the older consumer looking to combat aging, but now we're seeing more fashionforward products gaining traction”.17 For the intensions of the website redesign and addition of social media, Fyrinnae‟s primary target market is women between the ages of 18 and 35. Psychographic & Behavioral Analysis With beauty standards higher than ever, women are demanding products that are multipurpose, for brands to provide detailed information, and to see genuine celebrity endorsements. Agency McCann WorldGroup‟s conducted a study titled “Truth about Beauty” that surveyed 20,000 people in 15 countries. Key findings revealed that personal satisfaction is still derived largely from maintaining an attractive external appearance. According to 67% of respondents, being beautiful “helps you to get more out of life”. McCann WorldGroup global IQ director Laura Simpson says, “Women see having more choice as positive, but there is also a feeling of being overwhelmed when choosing a product in a store”.18 This is why more women are going online for advice. McCann‟s study placed women into 5 Global Beauty Archetypes:

Jones, Jackie. “Beauty Before Age.” Response Magazine. Questex Media Group, LLC. 1 April 2012. Web 1 Dec 2013. Jones, Jackie. “Beauty Before Age.” Response Magazine. Questex Media Group, LLC. 1 April 2012. Web 1 Dec 2013. 18 Costa, MaryLou. “Women Want Cosmetic Brands to Work Harder.” Marketing Week. Centaur Communications Ltd. 8 Mar 2012. Web 1 Dec 2013. 16 17

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-

McCann WorldGroup19

Fyrinnae‟s target consumers can fall into all 5 of these groups, we will focus on the Powerful Peacocks and Social Butterflies. Simpson claims there is a growing desire for manufacturers to offer a whole range of products that work together, rather than communicating a single product at a time. “Women don‟t think about products in isolation. If they buy a self-tanning cream, they want the right accompanying moisturizer or exfoliator”. The Powerful Peacocks want cutting edge products and Fyrinnae‟s duo-chrome eye shadows fulfill that desire. The line of Arcane Magic eye shadows can appear to look like two different colors depending on the angle and lighting of the person wearing it. Fyrinnae‟s First Mover Advantage is the exclusive product, Pixie Epoxy, which is an eye shadow primer that is only sold through the webstore. Customers who are shopping for Fyrinnae‟s powdered eye shadow will buy the Pixie Epoxy because they are two products that work together and are sold exclusively through that brand. 19

“The Truth About Beauty.” McCann WorldGroup. Web 1 Dec 2013.

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Concern about their appearance will always be at the top of mind for women worldwide. But as brands develop more products that can enhance beauty routines, the industry can do more to help women navigate the process and Fyrinnae will be right there to help. Besides brand exclusivity, Fyrinnae openly promotes the fact that their products are cruelty free and vegan (no silk, carmine, pearl, beeswax, etc.). A nationwide opinion poll conducted in the United States reveals significant consumer support for cruelty-free cosmetics. The survey, conducted by Leaping Bunnyapproved online retailer Vitacost.com, Inc., shows that 75% of women asked in the U.S. consider it important that the cosmetics products they buy are labeled “cruelty-free,” and would buy a cruelty-free product in preference to one without a cruelty-free label if other factors such as price tag and quality were equal. 86% also stated that animal rights were important to them.20 Nationwide survey of 1,266 women, aged 18-60+: 

31.5% purchase cosmetics every 1-2 months

Overwhelming majority, 74.6%, would purchase a product labeled “cruelty-free” over one without that label if other factors, such as price and quality, were equal

45.0% said animal rights are “extremely important” to them; 41.0% said “somewhat important”

Over 75.0% of respondents owned at least one pet

36.7% of respondents said most or all of the beauty products they currently own are cruelty free -LeapingBunny.org21

Fyrinnae customers are concerned about their health and environment. They like the cruelty free and vegan options that are available to choose from. Supporting companies that support and promote ethical causes makes these Social Butterflies feel good on the inside and outside. According to a survey by The NPD Group Inc., 1 in 10 women shops online for makeup, skin care products and fragrances. Of those shoppers, 41% are 45 to 64 years old, while a similar 36% are between 18 and 34. There is a bigger difference in income, with higher-income women more likely to use the web for beauty purchases, “15% of women whose household incomes are $75,000+ shop online for beauty products, versus 10% with incomes of $35,000 to $44,000 and only 7% with income under $35,000”.22 While only 4% of online products are sold online, NPD says it is one of the fastest-growing channels for beauty products. Convenience appears to be the main reason women buy online. Of those online beauty product shoppers, “U.S. Poll Shows Consumers Want Cosmetics to be Cruelty-Free.” Humane Society International. 23 Oct 2012. Web 1 Dec 2013. 21 “Cost and Cruelty-Free Manufacturing Processes Matter Most to Beauty Shoppers, Vitacost Survey Finds.” LeapingBunny.org. 8 Oct 2012. Web 1 Dec 2013. 22 Davis, Dan. “Convenience Drives Women to Buy Beauty Products Online.” Internet Retailer. Vertical Web Media. 29 June 2007. Web 29 Nov. 2013. 20

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74% say “it saves time” and 70% agree that “it‟s easier/quicker to shop online than a store.” Senior beauty industry analyst at The NPD Group, Karen Grant, says, “We find that women are less accepting of buying new brands over the Internet, but they are spending their money on brands they know and trust”. 23

- Statista.com24 Consumers today are using the internet more and more to shop and research the products they want. The chart above shows the multitude of sources that people use to find out about beauty products they‟re interested in. As of 2005 Google was the top rated search engine to use when research cosmetics.

Davis, Dan. “Convenience Drives Women to Buy Beauty Products Online.” Internet Retailer. Vertical Web Media. 29 June 2007. Web 29 Nov. 2013. 24 “Which resource is most helpful to provide beauty product advice and recommendations?” Statista. Web 29 Nov. 2013. 23

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Which of the following search engines do you use to learn about and/or purchase a Beauty product?

-Beauty Survey25 The beauty industry has seen an increase in the use of videos as a sales tool. Videos of cosmetic products being used on a company website is helping inch closer to online consumers being able to smell and touch products. Currently, consumers watch videos of day-to-day women applying creams, cosmetics, masks and other products in order to get a sense of the product‟s appearance and usability. Consumers are staying in designated retails channels less and less, hopping to the resource that provides the products and results they‟re looking for most conveniently. Blogging is being replaced or complemented by video blogging. While professionally edited videos are effective, the more amateur videos, created by “real women,” are even more influential. It‟s quickly becoming imperative for beauty brands to incorporate video into their online presence. It‟s a way to connect and get closer to the “touch” than online retailing has ever been able to get.26

2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) Polla, Ada. “New Perspectives in Beauty Retailing.” GCI Magazine. Allured Business Media. 27 Aug. 2012. Web 29 Nov. 2013. 25 26

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Free Time Activities Brands Worn

Where They Shop

Magazines Read

TV Channels Watched

Jeffrey Campbell

H&M

Vogue

MTV

7 For All Mankind

Sephora

Elle

HBO

Nine West

Urban Outfitters

W

FOX

Black Milk Clothing

Forever 21

Cosmo

TBS

UNIF

Ulta

Electronics Used

Websites Visited

Blogs Read

Cosmetic Brands Used

Smart Phones – iPhones

Twitter.com

MakeUpAndBeautyBlog.com

Fyrinnae

MP3 Players – iPods

FaceBook.com

Temptalia.com

MAC

Tablets – iPads / MS Surface

Pinterest.com

Nitrolicious.com

Urban Decay

Laptops

Tumblr.com

Phyrra.net

Kat Von D

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Persuasive Defense It is imperative that Fyrinnae implement the suggested changes in their web design and social media connections as previously outlined. An advantage small companies have is that big companies want to make big money. That‟s to say that small companies aren‟t interested in making money too, but if a big brand is not going to sell at least $100 million with the potential to reach $1 billion, the big cosmetic company won‟t even investigate the idea.27 Small companies can dominate small markets because big companies aren‟t competing. One problem with big cosmetic companies is that they try to make products which will appeal to as many people as possible. They are going to ignore niche consumers who have needs that are different from most everyone else. Just as a small company can dominate a small market, a small company can dominate a small consumer niche. While it is currently not in the interest of Fyrinnae to distribute its products to larger retailers, it is still a goal to make a name for themselves amongst the smaller, independent makeup companies that are in business. Smaller companies can experiment more with limited risks. They are in a better position to try new innovations and off-the-wall products. Faster Big companies need successful products. They need to justify to their management why they are launching a new product and also need to show data supporting the launch. This means that the products they launch are going to be very similar to other successful products in the past. This is why there has been only incremental change in the cosmetic industry in the last 20 or 30 years.28 New, innovative products are risky and most of them fail. Big companies don‟t like to fail so they try not to. “Thousands of employees, expensive buildings, layers of management, and expectant shareholders can all contribute to slow changes. As better ingredients are constantly discovered, tested, and used by smaller brands, large companies may find it difficult to respond.”29 As for product development, it can take at least a year and a half for a big cosmetic company to develop an idea into a product and get it on the store shelf. Small companies can do this much more quickly. If they have a good idea, they can have a completed product available for sale in 6 months or less. Fyrinnae makes smaller batches of product than a name-brand cosmetics company and this allows them to analyze sales quicker and decide if more of this product needs to be made or if they need to discontinue this item. It‟s quicker and more cost effective.

Romanowski, Perry. “Can Small Cosmetic Companies be Successful?” Chemists Corner. 30 Jan 2012. Web 1 Dec 2013. 28 Romanowski, Perry. “Can Small Cosmetic Companies be Successful?” Chemists Corner. 30 Jan 2012. Web 1 Dec 2013. 29 Sharmani. “Are Big Brand Cosmetics Better Than Small Brands?” PharmacyMix. 5 Nov 2008. Web 1 Dec 2013 27

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Right now the Internet has created an even playing field for small companies to compete with big companies. A small company can compete and even beat the big guys on things like Search Engine Optimization, Social Networking, and online distribution.

-eMarketer30

Big companies cannot afford to put too many resources towards this area of distribution because they have to maintain their presence in big box stores and drugstores. This area is wide open for small cosmetic companies.

30

“Social Media Drives a Small Share of Online Consumers to Retail Sites.� eMarketer Inc. 24 June 2013. Web 1 Dec 2013.

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Technological info Fyrinnae Cosmetics currently operates with the URL of http://www.Fyrinnae.com. We will continue to use this URL as it is unique and accurately reflects the company‟s name.

Search Engine & Keyword Optimization Fyrinnae will use Google, Bing, and Yahoo search engines to promote the companies Search Engine Optimization. The infographic below illustrates how highly these three companies dominate the US search engine market.

-SearchEngineLand.com31

“Infographic: The Top Three US Search Engines.” Search Engine Land. Third Door Media, Inc. 31 Oct 2011. Web 24 Nov. 2013. 31

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The top 10 search engine keywords that Fyrinnae will use are: 1. Fyrinnae 2. Fyrinnae Cosmetics 3. Independent makeup 4. Duochrome Eye Shadow 5. Lip Lustre 6. Pixie Epoxy 7. Arcane Magic 8. Loose Power Eye Shadow 9. Mineral Makeup 10. Wild eye shadow looks ISP Host Fyrinnae will use the Norton 360 Internet Security Provider for their new website. This package will cost $50 per year. PROS

CONS

BOTTOM LINE

Excellent blocking of dangerous websites. Links to Identity Safe password manager

Some difficulty installing on malware-infested systems.

Network Map monitors other Norton installations. Powerful, intelligent firewall. Accurate spam filtering. Startup manager. Comprehensive local/online backup system.

Not compatible with some antivirus tests.

Norton 360 (2014) takes all the protective power that's packed into Norton Internet Security (2014) and adds a comprehensive local/online backup system plus a collection of effective performance tune-up tools.

Full-powered parental control requires separate purchase.

PC tuneup. - Norton32

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http://us.norton.com/360/

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Budget Action / Item

Cost

Web Designer

$3500

Photographer

$1200

Yearly Norton360 Security

$50

Monthly Website Maintenance

$200

Estimated Total

$5000

*estimates based from DesignQuote.net33

33

http://www.designquote.net/html/dq_estimate_wizard.cfm

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Sources “Cost and Cruelty-Free Manufacturing Processes Matter Most to Beauty Shoppers, Vitacost Survey Finds.” LeapingBunny.org. 8 Oct 2012. Web 1 Dec 2013. “Increase Sales with Product Reviews and Ratings.” HostAway.com. Web 29 Nov. 2013. “Infographic: The Top Three US Search Engines.” Search Engine Land. Third Door Media, Inc. 31 Oct 2011. Web 24 Nov. 2013. “Social Media Drives a Small Share of Online Consumers to Retail Sites.” eMarketer Inc. 24 June 2013. Web 1 Dec 2013. “The Truth About Beauty.” McCann WorldGroup. Web 1 Dec 2013. “U.S. Poll Shows Consumers Want Cosmetics to be Cruelty-Free.” Humane Society International. 23 Oct 2012. Web 1 Dec 2013. “Which resource is most helpful to provide beauty product advice and recommendations?” Statista. Web 29 Nov. 2013. 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) cosmeticworld.com/about.html Costa, MaryLou. “Women Want Cosmetic Brands to Work Harder.” Marketing Week. Centaur Communications Ltd. 8 Mar 2012. Web 1 Dec 2013. Davis, Dan. “Convenience Drives Women to Buy Beauty Products Online.” Internet Retailer. Vertical Web Media. 29 June 2007. Web 29 Nov. 2013. DeMers, Jason. “You Guide to Social Signals for SEO.” Moz.com. SEO Moz Inc. 6 Nov 2012. Web 29 Nov. 2013. designquote.net/html/dq_estimate_wizard.cfm Hood, Eddy. “The Blogonmy.” Ignite Spot. 7 Aug. 2013. Web 29 Nov. 2013. Jones, Jackie. “Beauty Before Age.” Response Magazine. Questex Media Group, LLC. 1 April 2012. Web 1 Dec 2013. Laja, Peep. “Shopping Cart Abandonment: Why It Happens & How to Recover Baskets Of Money.” ConversionXL. 19 July 2013. Web 29 Nov 2013. makeupandbeautyblog.com/about/ Polla, Ada. “New Perspectives in Beauty Retailing.” GCI Magazine. Allured Business Media. 27 Aug. 2012. Web 29 Nov. 2013. Rayner, Clare. “The Future of Retail.” RetailChampion Blog. 11 April 2013. Web 29 Nov. 2013. Romanowski, Perry. “Can Small Cosmetic Companies be Successful?” Chemists Corner. 30 Jan 2012. Web 1 Dec 2013.

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Sareen, Himanshu. “Social eCommerce and the Customer Network.” Social Media Today LLC. 8 Nov 2013. Web 29 Nov. 2013. Sass, Erik. “Pintrest Leads E-Commerce Sharing.” The Social Graf. 24 July 2013. Web 29 Nov. 2013. Sexton, Edward. “SEO problems of white text on a dark background.” TheMeaningoftheWeb.Blogspot.com. 21 July 2008. Web 29 Nov 2013. Sharmani. “Are Big Brand Cosmetics Better Than Small Brands?” PharmacyMix. 5 Nov 2008. Web 1 Dec 2013 Tandon, Kamakshi. “Internet Users Judge Websites in Less Than a Blink.” Reuters. 17 Jan 2008. Web 29 Nov. 2013. temptalia.com/about-us Toren, Adam. “The Color of Your Website has a Huge Impact on What People Buy.” Business Insider Inc. 15 July 2011. Web 29 Nov 2013. us.norton.com/360/

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Appendix

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Fyrinnae

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Shop the Spring 2014 Collection!

Animated product feature bar

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yrra! h P y b tips h t i w k oo ooks! l L s e i a h t n t n Ge Fyri r u o t u Check o

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How to Achieve the Look 1. Apply Performance Colors Oilslick to the lid and crease. 2. Pat Fyrinnae Glitterboi on the lid. 3. Darken the crease with Fyrinnae Wizard’s Wedding Cake. 4. With Ben Nye Liquiset, pat Fyrinnae Raven’s Prophecy onto the outer lid and outer crease. 5. Line the lower lash line with Performance Colors Midnight. Highlight at the inner v with Fyrinnae Futuristic Glamrock. 6. Highlight at the inner corner and under the brows with Silk Naturals

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Shop > Eyes > Complete List of Shadows

Agenda

Automatic Toaster

Aye, Captain

Bastet

Bifrost

Biker Chic

Bite Me

Bitey Tyrannosaur

Blogger Beauty

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Bollywood Babe

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Bonfire Spirits

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Book of the Dead

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Shop > Eyes > Complete List of Shadows > Parental Advisory

Parental Advisory

A “vivid shimmery royal purple.” A brightened, medium-dark violet purple with subtle cool undertones and a warmer, lavender shimmer. No dyes. Not lip-safe.

Reviews Review this product

Price: $6.25

Full Size Full Size Sample Size (limit 1)

Quantity 1

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About Us

Fyrinnae (pronounced "Feer-ih-nay") is located in the Washington State, USA. While though our studio/warehouse and office are not open to the public, everything is produced and packed in a smoke-free environment. We never have, and never will, discriminate on the basis of race, religion, disability, nationality, gender, gender identity, sexual orientation, or anything else! Fyrinnae is NOT a "mineral makeup" company. We do create and carry bronzer, finishing powder, and highlighter that may be considered "mineral" but our other cosmetics were never intended to be pure "mineral" products. Our colour depth, complexity of shades, and unique, innovative products are what sets us apart. We never test on animals, and there are no animal parts, such as carmine, silk, pearl, lanolin, beeswax, and tallow in our products.

About our popular loose eye shadows

We do not take pre-made mica colorants and add our own label, or shake two or three colors together and deem it a new product. Our rich colors are formulated by Fyrinnae; some of them taking hours to get just right. With so many shades, we need to re-make large batches of at least 4 colors every day. Each "batch" is tested for both color and composition. Rest assured that we work every single day so that orders are out the door as soon as possible. We never take vacations! At least one of our employees are always in the studio or office every day of the year!

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Site Map Face Blush Bronzer Highlighter Lips Lip Lusters

Eyes Complete List of Shadows Shades Dual Colors Blacks / Greys / Whites Blues / Greens / Teals Earth Tones/ Neutrals Golds / Silvers / Coppers Oranges / Yellows Reds / Pinks / Purples

Finishing Powders & Primers Finishing Powder Pixie Epoxy

My Account My Information Order History Item History Wishlist

Gift Certificates Customer Service Privacy & Security Returns & Exchanges Ordering & Payment Shipping Rates & Terms

FAQs Terms of Use

Contact

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Site Map


Site Map Button Descriptions Page Location Top Left Top Right

Top / Center

Top right

Center

Bottom / Center

Button / Link Name "Fyrinnae Cosmetics" Image My Account Email Signup Basket Social Media Icons

Purpose / Directs User to Takes user to company home screen Takes user to personal Fyrinnae account info Takes user to Fyrinnae newsletter sign up page Takes user to their current shopping basket page Takes user to specified social media outlets (Facebook, Twitter, RSS feed)

Shop / Blog / Fyrinnae Looks / About Us Banner

Takes user to specified page. Shop - full webstore, Blog - updated company blog, Fyrinnae Looks - Makeup tutorial page, About Us -Company about page

Search Bar Face Blush Bronzer Highlighter Eyes Complete List of Shadows Shades Dual colors Blacks / Greys/ whites Blues / Greens / Teals Earth tones / Neutrals Golds / Silvers / Coppers Oranges / Yellows Reds / Pinks / Purples Lips Lip Lusters Finishing Powders & Primers Finishing Powers Pixie Epoxy Gift Certificates My Account My Information Order History Item History Wishlist Customer Service Privacy & Security Returns & Exchanges Ordering & Payment Shipping Rates & Terms FAQs Terms of Use Contact Policies Terms Privacy Site Map

Allows user to search for product key words and will generate search results on a new page Drops down cosmetic options for the face Takes user to all blush products, arranged alphabetically Takes user to all bronzer products, arranged alphabetically Takes user to all highlighter products, arranged alphabetically Drops down cosmetic options for the eyes Takes user to all eye shadow products, arranged alphabetically Drops down all groupings of shades of eye shadow products

Takes user to all specified groupings of eye shadows, arranged alphabetically

Drops down cosmetic options for the lips Takes user to all lip luster products, arranged alphabetically Drops Down cosmetic options of Finishing Powders and Primers Takes user to all finishing powder products Takes user to all pixie epoxy products Takes user to gift certificate buying page Drops down Fyrinnae account information options Takes user to personal Fyrinnae account info Takes user to order history page Takes user to list of products they have bought Takes user to personal wishlist page Drops down customer service options Takes user to privacy and security page Takes user to returns and exchanges policy page Takes user to ordering and payment page Takes user to shipping rates and terms page Takes user to Frequently Asked Questions page Takes user to terms of use page Takes user to direct email contact page. Messages sent will go directly to company inbox Takes user to store policies page Takes user to terms of use page Takes user to privacy and security page Takes user to site map page

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Fyrinnae Cosmetics - 2014 Marketing Campaign  

I was assigned the task of revamping the web store / website of an online retailer. I chose Fyrinnae Cosmetics. I redesigned their website a...

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