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Truly Me

A teen care product line for Dove FM3323- Product Development- AICASF Spring 2013

Company Background The Dove brand started its life in 1957 in the US, with the revolutionary new beauty cleansing bar. With its patented blend of mild cleansers and Ÿ moisturizing cream, Dove’s iconic Beauty Bar rinses cleaner than soap, leaving skin clean, soft and smooth. It is the #1 dermatologist recommended brand in the US, Canada and France and strongly endorsed by dermatologists across the world

Vision & Mission Vision Dove® is committed to building positive self-esteem and inspiring all women and girls to reach their full potential—but we need your help. We’re building a movement in which women everywhere have the tools to take action and inspire each other and the girls in their lives. It could be as simple as sending a word of encouragement to a girl in your life or supporting self-esteem education in your town. From mentoring the next generation to celebrating real beauty in ourselves and others, we can open a world of possibilities for women and girls everywhere. Mission “Dove’s mission is to make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves.” <>

Brand Extension Truly Me is needed in the beauty market to help girls be more empowered about beauty and self-esteem. Dove already does this for women so it would be great if they did a line specifically for teens. Itâ&#x20AC;&#x2122;s time to promote a more positive and realistic beauty for young women. Skin care is an important part of our lives and itâ&#x20AC;&#x2122;s good to learn good habits at a young age. The Truly Me skin care line would have all the basics a girl would need for everyday. Truly Me would be sold in grocery stores, pharmacy stores and super stores like Target and Wal-mart. The cost of Truly Me would be competitively priced against competitor brands. Fliers promoting the new product line would be sent to homes in North America along with coupons.

Trend Board

Logo Color & Typography

Truly Me

Primary Palette:

Secondary Palette:

R 138 G 174 B 98 C 51 M 16 Y 78 K 1

R 221 G 151 B 174 C 10 M 16 Y 13 K 1

Rules for use: Tertiary Palette:

1. Do not use on a black background.

Quaternary Palette

2. The logo name must always have a capitol in the beginning and lower case letters. 3. Name must always be in black, no color should ever be added. R 207 G 141 B 188 C 15 M 51 Y 0 K 1

Each color dove correlates to a specific skin type product.

R 254 G 79 B 12 C 0 M 83 Y 100 K 0

Truly Me

Oily Skin

Combination Skin Dry Skin Sensitive Skin

Ageone ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Target Market -AGES: 13-18 -Still in school -Live at home with parent(s) -Has a part time job or gets an allowance -Involved in after -school activities -Loves to shop with friends -Learning how to drive or has license -Knows whatâ&#x20AC;&#x2122;s trendy in fashion -Is very social and goes to parties and school events -Dating/ Single

Product Page





Rachel is just your ordinary 15 -year- old teenager who loves hanging out with friends and listening to her favorite boy band, One Direction. She has one issue: her skin. She notices that sometimes its dry and flaky, and other times it’s oily . She wants to feel good in her own skin but is finding it difficult. Dove Truly Me makes a skin care line just for her type: Combination Skin, which helps to balance the skin.

Whitney is trying out for the cheerleading team. She’s a freshman in high school and is really excited about what’s to come. She really wants to give a great try- out but there’s one thing stopping her from being confident: dry skin. She’s had it all her life, but it seems like it’s gotten worse since she hit her teens. She wants to smile and be energetic but can’t seem to do it. Truly Me makes a skin care product just for her with dry skin.

Priscilla is a smart, pretty, and outgoing 16 year old. She is a sophmore in high school and is popular at her school. She wants to one day be a lawyer or a doctor -she hasn’t decided yet. She likes wearing make-up but has always had to be careful of the ingredients. The same with body sprays. She has sensitive skin and for her and girls like her chosing skin care products can be hard. Truly Me has just the product for her.

Britany loves taking pictures. She wants to one day be a model and travel the world. She has even joined her school’s photography club. She is ready to make her dream a reality except her skin is holding her back. She has oily skin and she tries to use oil remover pads but they just don’t seem to do the trick. It’s frustrating her and she doesn’t know what to do. Dove’s Truly Me line carries a product made just for what she’s dealing with. Now her oily skin will be a thing of the past.

Product & Packaging

Combination Skin

Dry Skin

Oily Skin

Sensitive Skin

Line Sheet

Style #CL123

Style #CL124

Style #CL125

Style #CL126

Sensitive Skin All-In-One Cleanser $8.99 6 oz.

Combination Skin All-In-One Cleanser $8.99 6 oz.

Dry Skin All-In-One Cleanser $8.99 6 oz.

Oily Skin All-In-One Cleanser $8.99 6 oz.

Line Sheet

Style #CL127

Style #CL128

Style #CL129

Moisturizing Lip Gloss $6.99 0.12 oz.

Moisturizing Lip Gloss $6.99 0.12 oz.

Moisturizing Lip Gloss $6.99 0.12 oz.

Style #CL130 Moisturizing Lip Balm $5.99 0.8 oz.

Marketing Strategies Social Media

We would make beauty tips available on Youtube for girls to watch.

Magazine Ad

Doveâ&#x20AC;&#x2122;s new Truly Me care line for teen girls. Empowering the next generation to love the skin theyâ&#x20AC;&#x2122;re in.

We would place this ad in teen magazines such as Seventeen and Teen Vogue.

Store Signage

Truly Me This would be next to the kiosk in the beauty section at Target. Target would help the product not only get to a vast number of consumers but would help us market the product.



Kiosk Project By Sabrina Brock & Bernice Zambrano FM3320- Retail Store Management- AICASF Fall 2011

Mission Statement Here at Fiore we want to achieve the highest standard in all that we do in floral hair accessories. To differentiate ourselves from our competition we handcraft our products here in the US and use only the finest materials such as peacock feathers, silk organza and velvet etc. We are a creative and innovative start-up company and strive for perfection.

Target Market Fiore’s target market are tweens to women in their early twenties. They love to shop, hang out with friends, be in the social scene, read fashion magazines and keep up with the latest trends. They’re creative and tend to stand out from the crowd. They also like to be noticed for the clothes they wear. Just like Fiore, our target consumer is trendy, unique, and diverse.

We are a versatile company. Our floral hair accessories can appeal to young girls, to teenagers shopping for prom, and even to women looking for that special touch for their wedding day. We have a wide range of products to suit every individual’s needs. Ages: 8-12 13-17 18-22 23-30

Competitive Advantage Here at Fiore, we give the customer the chance to design the actual piece she’ll be wearing. Most flower accessories are made and sold in stores and you just buy what they have on-hand. With Fiore, you can personalize your flower accessory; no one else is doing that now. Fiore’s flowers are made from high -quality materials and won’t fall apart on you like those you find in the pop -up accessory stores. We want customers to show their style and let their creative juices flow.

High Quality • Soho Kiosk • Fiore

-Floral hair accessories for any occasion -Located on the 2nd floor of Westfield Mall, San Francisco -Always take the time to package your purchase -High- quality materials: feathers (peacock, goose etc.), silk organza, velvet, Swarovski crystals

• Nordstrom

• Edition by Banana Republic • Anthropologie

Low Cost

• Icing by Claires

High Cost

• David’s Bridal

• So Good

• H&M

Low Qulaity

Competitive Strategies Fiore

Promotions Fiore offers a 25% discount off the customerâ&#x20AC;&#x2122;s first purchase. Customers can try out the product and if they like it come back and buy more. By offering this discount we hope to draw in customers who normally wouldnâ&#x20AC;&#x2122;t buy an accessory from a kiosk.


Packaging Fiore stands out with elegant packaging. Most of our competitors put the purchase in a bag and it gets smashed and becomes less appealing. We guarantee the flower will be wrapped in tissue paper and put in a sleek box, which is then placed in an elegant, yet simple bag. Loyalty Program Fiore will also have a website which features more flowers not sold at the kiosk and special promotions. Those who sign-up with their email to the online loyalty program will receive a free flower on their birthday and special savings on their next purchase. They will also be the first to know about new products. Included will be a rewards card; when customers reach a spending amount of $300 in a year, the card will entitle them to reward points for use towards their next purchase. On their birthday, customers will receive a flower of their birth month just for being in the loyalty program. POS System This POS terminal will help handle the sales and control the inventory. Customer information will also be stored for loyalty programs, promotions, and specific buying analysis. It will include a computer monitor, cash drawer, receipt printer, customer display, barcode scanner, debit/credit reader, and signature capture device. All sales, returns, exchanges, gift cards, and loyalty programs will be handled by the POS terminal.

Classifications Payment Terms: Classifications






Hair Clip


Head Wrap Like Items:

Every-day wear Wedding Headbands

Flower Manufacturer Charles Lubin Company, Inc. Yonkers, New York Charles Lubin Company, Inc. Yonkers, New York Charles Lubin Company, Inc. Yonkers, New York Charles Lubin Company, Inc. Yonkers, New York Every-day Headbands

Wholesale Price

1) Payment terms depend on customerâ&#x20AC;&#x2122;s credit, and the amount of the order.


2) Normal shipping time is the same day we receive the order. 3) Large custom orders could take 3 to 4 months. Shipping time from China is about 1 month; time is needed to produce the flowers.



2.75 Pre-teen Headbands

Head Wrap www. www.

Product Assortment Headband


Hair Clips

Head Wraps

Fiore Hiring & Work Shifts

One general manager and one assistant manager will be hired along with two part-time sales associates. Alternating shifts between the four people. San Francisco minimum wage is $10.55 an hr. We will start our part-time sales associates at $10.75/hr. and managers will vary between $13-16/hr. Manager: Bernice Z. Assistant Manager: Sabrina B. Part time employees: Sally M., Jane D., Rachel G. Opening hours: Monday-Saturday 10am-8pm Sunday 11am to 7pm

Chart done by Bernice Zambrano

Sales Goals

O-C open to close AF afternoon shift EV evening shift OP opening shift / day off *At Fiore, we have a monthly sales plan of $36,000. This makes our weekly goal $9,000.

Chart done by Bernice Zambrano

Payroll Period Tax Status

12/3/11 1

Employee Name Federal Alllowance(From W-4)

Hourly Rate


Overtime Rate

Social Security


Federal Income Tax

Medicare Tax


Insurance Deduction Total Taxes & Regular Deductions

Bernice Z. 3 $0.00

Employee Id Hours worked

1 45

Sick hours



Vacation hours


State Income Tax


Overtime hours



Other Regular Deduction


Gross pay



Other Deducton


Total taxes & Deductions


Net Pay


Period Tax Status

12/3/11 1

Employee Name Federal Alllowance(From W-4)

Hourly Rate


Overtime Rate


Sick hours


Social Security


Federal Income Tax


Vacation hours


Medicare Tax


State Income Tax


Overtime hours


Insurance Deduction


Other Regular Deduction


Gross pay


Total Taxes & Regular Deductions


Other Deducton


Total taxes & Deductions


Net Pay


*Example of employee pay stubs

Sabrina B. 3

Employee Id Hours worked

2 30.5

Chart done by Bernice Zambrano

SWOT Analysis STRENGTHS • handcrafted products using high- quality materials • an excellent loyalty program for our customers • competitive prices • an array of merchandise for any occassion

OPPORTUNITIES • trunk shows for members only • exclusive designer collection available online only --> higher price point • eco-friendly line made of oragnic cotton and hemp • expanding beyond Westfield SF Centre


• oversaturated accessories market • new start up bussines • supply and demand issues

THREATS • competition already has customer base • designer collection available through • Soho kiosk part of a chain, highly established • we have little to no customer base

FIORE Policies PAYMENTS, TAXES, AND REFUND POLICY Fiore accepts all major credit cards, debit cards, check, cash and gift cards. If paying with a credit card or check, identification must be shown to complete the transaction. All sales of products are final but can be exchanged for lesser or equal value. The exchange policy is 30 days. If there are any problems or a delayed delivery of your product Fiore will either replace it or refund your money.

Advertisements/Mailers Fiore Why not save 25% off your next purchase? Youâ&#x20AC;&#x2122;re already in our loyalty program.

Mailer/ Customer Appreciation

Catalog In order to receive a catalog customers must enter their data into our POS system. We also have catalogs to give out for those who are hesitant to provide any personal information.

Catalog design by Bernice Zambrano




A transition for the city girl in classic black and white. Looks for day and night. FM4443- Styling- AICASF Fall 2012 Photo by Shahrzad Isabelle Attariani

Styling Stylist Notes

Shoot 1: Theme:

Black & white around the city

Location Photographer:

San Francisco, CA


Shahrzad Isabelle Attariani

Shahrzad Isabelle Attariani

Model(s): Sabrina Brock

Shoot 2: Theme :

Black & white at night


San Francisco, CA

Photographer: Stephanie Costa Make-up: Morgan Marciel Model(s):

Sabrina Brock & Natalia Vasquez

The city of San Francisco served as the backdrop for this styling photoshoot which showcased styles that can be worn day and night.



Jacket-Modelâ&#x20AC;&#x2122;s own Corset-Fredericks Pants-True Religion Boots-Aldo

Dress- Guess Shoes- Nine West


Top-Vintage Pants-Vince

Jacket-Model’s own Corset-Model’s own Skirt-Vintage Shoes-Vintage


Dress- H&M Shoes-Bakers

Rings- H&M


On left model: Top-H&M Pants-Vince Shoes-Vintage

On right model: Top-H&M Pants-Vince Shoes- Juicy Couture

Behind-the scenes

Morgan putting the finishing touches on my makeup.

First test shot of me taken while it started to sprinkle outside.


Natalia goofing around during the shoot.

Natalia between takes.

Thank You


My portfolio

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