TOM FORD BEAUTY Skin Care Expansion

TOM FORD BEAUTY Sofia Ragona & Adriana Castro LXMT-772-01 Beauty: Global Management and Brand Building Professor Wendy Ogden Fall 2024

TOM FORD BEAUTY

01 Brand Identity 04 Market Research 02 Target Customer 05 Product Strategies 03 Objectives 06 Competitors

CONTENT

07 Distribution 08 Consumer Journey 09 Marketing Strategies 10 Citations

TOM FORD BEAUTY

Objective Position Tom Ford Beauty's Collagen Serum & Wellness Shots as the ultimate symbols of timeless beauty, capturing the essence of luxury, efficacy, and sophistication while satisfying the desires of age-conscious consumers worldwide.

Strategy Tom Ford Beauty will focus on leveraging its brand's reputation of a luxury brand by integrating two new cutting-edge products: a collagen face serum and ingestible collagen shots that combine high tech research with premium ingredients.

Through targeted marketing campaigns, celebrity endorsements, and a seamless omni-channel shopping experience, the brand will position the products as the must-have anti-aging solution for age-conscious consumers, setting new standards for skincare excellence in the beauty industry.

STRATEGIC OBJECTIVES

TOM FORD BEAUTY

MARKET RESEARCH

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Revenue of the cosmetics market in the United States in 2022, by segment(in million U.S. dollars)

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$6.54 billion in 2022

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2021

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2023

2024

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2027

Size of the anti-aging market worldwide from 2021 to 2027 (in billion U.S. dollars) $71.7 billion for 2023 forecasted to reach $93 billion by 2027

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NAILS

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INSTANT GLOW SERUM

WHAT’S NEW?

Deep Wrinkle Repair Hydration throughout the day

COLLAGEN WELLNESS SHOTS Nourish and Renew the skin Keep it elastic and vibrant Encourage skin radiance and luminosity

TOM FORD BEAUTY

DID YOU KNOW? Pollution Lack of sleep Sun exposure Can disrupt your skin, leading to premature signs of ageing.

DETAILS Hydration, Nourishes skin Deep Wrinkle Repair Skin Rejuvenation Luminosity Elasticity Diminishes pores Repairs skin barrier

INSTANT GLOW SERUM

TOM FORD BEAUTY

HOW TO USE Apply 1 pipette and massage onto face and neck tracing a heart shape, starting at the centre of the face and down to chin and neck.

INGREDIENTS Formulated with a triple action antioxidant complex with Vitamin C, Vitamin E and Niacinamide, to brighten and even the skin tone for a glowy, youthful complexion.

Filled with collagen-boosting Bakuchiol and Beech Tree, known as natural alternatives to Retinol, reduce the appearance of wrinkles and strengthen the skin barrier throughout cellular turnover.

Hyaluronic Acid complex to provide deep hydration and Pro-Vitamin B5 to recover skin bounce and suppleness.

INSTANT GLOW SERUM

TOM FORD BEAUTY

SECONDARY PACKAGING

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COMPETITORS

COMPETITORS

Prices for Skin Care Serums range from $100 to $1,010

Prices for Skin Care Serums range from $100 to $2,100 (Dior Prestige)

Prices for Skin Care Serums range from $150 to $790

TOM FORD BEAUTY

DISTRIBUTION

CURRENT DISTRIBUTION Brick-and-mortar retail store Department stores Specialty-multi retailers Prestige salons and spas Airports stores Duty-free locations Authorized freestanding store Online Authorized retailer websites Third-party online malls

TOM FORD BEAUTY

COLLAGEN WELLNESS SHOTS

COLLAGEN WELLNESS SHOTS

TOM FORD BEAUTY

STRATEGIC PARTNERSHIP

TOM FORD BEAUTY X PB LEINER Partnership

Estée Lauder Companies has extensive expertise in cosmetics and skincare, but we think it is necessary for Estée Lauder Companies to partner with a reputable collagen manufacturer that specializes in producing ingestible collagen products.

PB Leiner is one of the world’s leading manufacturers of high quality collagen peptides solutions. They have expertise in manufacturing gelatin and collagen products for various industries, including food, pharmaceuticals, and cosmetics.

Moreover, PB LEIENR’s regulatory services are amongst the best and fastest on the market.

Clean Label 100% Natural GMO-Free and Gluten-Free

TOM FORD BEAUTY

TIMELESS RESURGENCE Rose and Citrus Natural extracts of rose and citrus fruits, create a refreshing and rejuvenating taste.

Firms and tightens the skin, reducing the effects of gravity.

Improves skin's resilience against environmental stressors.

Restores a youthful complexion, leaving skin rejuvenated and refreshed.

COLLAGEN WELLNESS SHOTS

TOM FORD BEAUTY

COLLAGEN WELLNESS SHOTS

LUMINOUS VITALITY Green Tea and Citrus Flavors Green tea and citrus flavors provide a balanced and invigorating taste that complements the shot's purpose.

Minimizes the signs of aging, such as wrinkles and sagging skin.

Brightens and evens out skin tone, reducing the visibility of age spots.

Provides deep hydration to combat dryness and maintain skin's vitality.

TOM FORD BEAUTY

ELIXIR OF ELEGANCE Floral and Fruity This flavor can include a blend of floral and fruity notes, such as rose and berries, for a delicate and pleasant taste.

Promotes skin elasticity and firmness, reducing the appearance of fine lines.

Enhances skin's natural radiance for a youthful glow.

Hydrates and nourishes, leaving the skin soft and supple.

Encourages a smoother skin texture and improved overall complexion.

COLLAGEN WELLNESS SHOTS

TOM FORD BEAUTY

COLLAGEN WELLNESS SHOTS

FUCKING RADIANT Champagne and Citrus Fusion A champagne and berries flavor offers a luxurious and delightful taste that aligns with the "radiant" concept.

Elevates your skin's radiance to a fabulous level.

Supports collagen production for firmer and more supple skin.

Revitalizes and rejuvenates, leaving your complexion looking fabulously youthful.

Delivers a touch of elegance to your skincare routine

TOM FORD BEAUTY

HOW TO USE Shake the bottle, and either consume it directly or mix it with your preferred beverage. Take Tom Ford Collagen Shots at a consistent time each day for best results."

INGREDIENTS Collagen Peptides: Primary ingredient for healthy skin, hair, nails, and joints.

Biotin: Contributes to the maintenance of normal skin and hair, and normal energy yielding metabolism.

Vitamins: Vitamin C, which is essential for collagen synthesis Minerals: Zinc and copper Amino Acids: Support collagen production and overall skin health.

Antioxidants: Green tea extract, resveratrol, and other antioxidants Natural Flavoring: To enhance the taste and make the shots more palatable, fruit extracts or sweeteners may be used.

COLLAGEN WELLNESS SHOTS

TOM FORD BEAUTY

COMPETITORS

COMPETITORS

10 pack - Collagen is $30

14 pack - Collagen Sticks is $37

From $5.00/bottle on a 30day program.

TOM FORD BEAUTY

ONLINE DISTRIBUTION

DISTRIBUTION COLLAGEN SHOTS SHOP NOW

Enhances the vitality of the skin, promoting a more youthful and radiant complexion.

Nourishes and fortifies hair and nails, fostering a naturally healthy appearance.

Supports optimal skin hydration and elasticity for a supple and revitalized feel.

Diminishes the visible signs of wrinkles, promoting a smoother and rejuvenated skin texture.

Boosts the immune system, contributing to overall wellness.

From $8.00/bottle on a 30 day program

$79.99

TOM FORD BEAUTY

CONSUMER JOURNEY

CONSUMER JOURNEY

TOM FORD BEAUTY

SAMANTHA JOHNSON Demographics Age: 32 Education: Creative Business Leadership Occupation: Creative Director Annual income: $150,000 Marital status: Single Family situation: No children Location: New York City, New York (owns a condo)

BUYER PERSONA

TOM FORD BEAUTY

Psychographic Confident, trendsetting, and edgy Passionate about cutting-edge fashion, beauty, and nightlife Seeks products to enhance her edgy allure Dreams of being a successful creative leader in her industry

Buying Behaviors Willing to invest in quality products Prefers high-end fashion boutiques and high-end beauty products Extensive research on beauty trends and product reviews Triggers: Fashion magazines, social media influencers, desire for empowerment

BUYER PERSONA

TOM FORD BEAUTY

MARKETING STRATEGIES

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NEWLETTER CAMPAIGNS

NEWSLETTER #1 Brand Awareness Educates about Collagen Wellness Shots, raising product awareness.

Encourage customers to appreciate the brand's attributes

collagen shots

Engagement & Community Provides exclusive updates, fostering community and informed subscribers.

Promotions & Urgency Announces special offers, boosting sales and creating subscriber urgency.

ELEVATE YOUR BEAUTY ROUTINE WITH TOM FORD'S NEW COLLAGEN WELLNESS SHOTS We're thrilled to bring you the latest from the world of beauty and

Trust & Credibility Consistent valuable content builds brand credibility in wellness and beauty.

Retention & Loyalty Regular newsletters maintain brand presence for repeat purchases and loyalty.

wellness, and this time, it's a game-changer! Tom Ford introduces the Collagen Wellness Shots — a fusion of luxury and well-being designed to elevate your beauty routine.

SHOP NOW

Feedback & Improvement Acts as a platform for customer feedback, aiding in tailored offerings.

Email marketing campaigns are one of the most cost-effective forms of direct marketing because they drive customers to the brand's website and can be very effective

TOM FORD BEAUTY

BILLBOARDS BRAND AWARENESS surveys, tracking engagement on social media, monitoring website traffic and conversionsFollower growth & new followers Assessing the response to the call-to-action elements Estimating audience reach, evaluating social media impact, gathering audience feedback, and measuring the impact on product sales

BILLBOARD CAMPAIGNS

TOM FORD BEAUTY

FACE OF THE BRAND "Gwyneth The Edgy Icon" Gwyneth Paltrow is the perfect face for the Tom Ford Beauty, as an accomplished American actress and lifestyle innovator, she embodies the essence of the brand's new products.

Creative, confident, bold and always on the pulse of trends, Gwyneth is a trailblazer. And that's exactly what Tom Ford Beauty is all about – products that make you stand out and make a statement. Gwyneth embodies that vibe effortlessly.

Gwyneth's successful lifestyle brand, Goop, showcases her entrepreneurial spirit and commitment to quality, which resonates with Tom Ford Beauty's evolution and expansion.

She would be the ideal brand ambassador to represent and target the ideal market space of the brand.

BRAND AMBASSADOR

TOM FORD BEAUTY

INSTAGRAM INFLUENCERS

INFLUENCERS

Brittany Xavier - 1.6M

Tamara Kalinic - 1.5M

Xenia Adonts - 2.1M

TOM FORD BEAUTY

MOODBOARD INFLUENCERS

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REACH AND IMPRESSIONS: Unique users, visibility, & customer satisfaction Follower growth & new followers CLICK-THROUGH RATE CTR & CPT - LINK CLICKS: Assess effectiveness of the campaigns CPC (cost-per-conversion) to measure paid campaigns and assess efficiency of ad spend SALES CONVERSION: Track the conversion rate from social media leads to actual product sales.

AUDIENCE DEMOGRAPHICS: Understand the demographics of the engaged audience to tailor content marketing SALES PERFORMANCE: Monitor the actual sales of Instant Glow Serum and Collagen Wellness Shots through social media channels

INSTAGRAM

INSTAGRAM

TOM FORD BEAUTY

MAGAZINE FEAUTURE

BUSINESS OF FASHION BEAUTY

From Runway to Wellness: Tom Ford's Radiant Revolution Elevating the concept of beauty to new heights, Tom Ford, the maestro of luxury, unveils a surprising addition to his empire — Collagen Wellness Shots. With an established foothold in the beauty industry, Tom Ford's venture into ingestible beauty signals a paradigm shift. Join us as we delve into the allure of the brand latest creation and the strategic convergence of fashion, beauty, and holistic well-being.

TOM FORD BEAUTY

ALLURE BEST OF BEAUTY AWARDS

Triple Antioxidant Action Collagen Serum: Tom Ford Beauty

Why it won: Loaded with peptides, antioxidants, and niacinamide, Tom Ford Instant Glow Serum helps to prevent premature signs of ageing, reduce the appearance of wrinkles and strengthen the skin barrier and protect against a dull and uneven skin tone.

Tom Ford Beauty $ 250 AT TOM FORD BEAUTY

TOM FORD BEAUTY

CONCLUSION

Tom Ford's Collagen products signify a bold leap into holistic beauty, expanding the brand's essence beyond limited beauty into a complete beauty ritual. This innovative line embodies empowerment, radiance, and transformative wellness, marking a new era in the brand's commitment to elevating every facet of beauty.

IT'S EDGY IT'S BOLD IT'S TOM FORD