JLo Beauty Email Campaign Strategy

DIGITAL ACQUISITON EMAIL CAMPAIGN

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PRE-LAUNCH STORYLINE

November 2020

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JLo BEAUTY “PREMIER PARTY” CAMPAIGN Everyone wants to be part of JLo’s party circuit. The overarching theme of the digital storytelling strategy is “Premier Party,” to cluster copy and design elements into four distinct categories. This helps to build anticipation in a unified way for the consumer and foster continuity in messaging leading up to JLo Beauty Launch.

JLo Beauty on the floor… DECEMBER 28!

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CAMPAIGN PARTY #1

BRAND MISSI ON 4

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CAMPAIGN PARTY NUMBER ONE: RSVP HAVE YOU HEARD? THERE’S A PARTY. SHHH… IT’S VERY EXCLUSIVE. GET ON THE LIST.: You heard there’s a party, and you want in. ●

CRTV-531- JLO Pre-Launch Welcome email {Subject} Thanks for signing up for the JLo-down. {Pre-Header} As a VIP, we’d like to share a few things with you… {Headline} EVERYONE HAS SECRETS

You’re on the inside track and hear this party will be mind-blowing. ●

CRTV 532 - JLO Prelaunch Welcome – Drip 1 {Subject} As a VIP, JLo tells you FIRST. {Pre-Header} The wait is over.... {Headline} READY TO UNLOCK YOUR LIMITLESS POTENTIAL?

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CAMPAIGN PARTY: NUMBER ONE (cont.)

Big reveal by JLo tomorrow for those on the party list. ● CRTV-535- JLo tells the why behind the brand tomorrow!

1. {Subject} A JLo reveal like you’ve never seen 2. (Pre-Header} Discover what she’s keeping under wraps… {Headline} JENNIFER LOPEZ FINALLY BARES ALL… TOMORROW!

You’re tight with JLo. That’s why she gets personal with you about why she’s having a party. ●

CRTV 549 - JLo sends a personal note to give a little preview behind the brand {Subject} A personal note from Jennifer Lopez {Pre-Header} It’s a family secret that she’s bottled {Headline} FOR THE FIRST TIME, JLO BOTTLED HER GLOW SECRETS.

You’re a little late, but made it on the list in time to get VIP lounge access. ●

CRTV 586 - Welcome 2 {Subject} It’s official… you’re in. {Pre-Header} Thanks for signing up! Get ready to obsess over JLo Beauty reveals and VIP perks. {Headline} WAY TO STAY ON TOP OF THINGS… INCLUDING OUR LIST.

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CAMPAIGN PARTY #2

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CAMPAIGN PARTY NUMBER 2: PARTY FAVORS THIS PARTY IS SO AMAZING THAT YOU GET TO UNWRAP SPECIAL SURPRISES LEADING UP THE BIG EVENT (I.E. PRODUCT REVEALS + VIP BOXES). YOU WILL KNOW JLo BEAUTY BEFORE EVERYBODY ELSE. PARTY FAVOR #1: NONSTOP DROP ●

CRTV-540- Product Drop 1: Wonder Cream and serum {subject} NEXT-JEN NEWS: {fire emoji} JLo DROP #1 sneak peek! {pre-header} Get the FIRST glimpse of VIP exclusive product reveals...

PARTY FAVOR #2: STAR DROP ●

CRTV 541 - Product Drop 2: SPF and mask {subject} NEXT-JEN NEWS: {fire emoji} JLo DROP #2 sneak peek! {pre-header} DON’T. MISS. OUT! Another product peek from JLo’s new line

PARTY FAVOR #3: POWER DROP ●

CRTV-542- Product Drop 3: cleanser and eye cream {subject} NEXT-JEN NEWS: {fire emoji} JLo DROP #3 sneak peek! {pre-header} THIS. JUST. IN! The next power couple in skincare...

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CAMPAIGN PARTY: NUMBER TWO (cont) PARTY FAVOR #4: LIT DROP ●

CRTV 543 - Product Drop 2: supplement and complexion booster {subject} NEXT-JEN NEWS: {fire emoji} JLo DROP #4 sneak peek! {pre-header} Look inside to find the must-have elements for glow

COMING TOMORROW: THE FINAL DROP ●

CRTV-542- Product Drop 3: cleanser and eye cream {subject} NEXT-JEN NEWS: {fire emoji} JLo DROP #3 sneak peek! {pre-header} Don’t miss your chance to open something BIG tomorrow.

THE FINAL DROP… TODAY! ●

CRTV 545 - VIP Backstage Box/ Limited-Edition Box Drop {subject} MAJOR NEXT-JEN NEWS: {fire emoji} JLo FINAL DROP… TODAY!! {pre-header} Join influencers in being FIRST to try JLo Beauty!

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CAMPAIGN PARTY #3

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CAMPAIGN PARTY NUMBER THREE: PARTY PREP GET READY. LET’S GET LOUD. Peek inside… it’s going to be a glow party! ●

CRTV-546- JLO Pre-Launch Drip 1 - ingredients/JLo’s curation story {Subject} What goes into JLo glow? She’s going to tell you. {Pre-Header} Pre-Order Now, FREE Shipping, limited quantities... {Headline} JLo isn’t just a pretty face… she’s got substance.

Everyone is raving. ●

CRTV 547- JLO Prelaunch Drip 2 (BAA/UGC/testimonials) {Subject} Like rave parties? Step inside... {Pre-Header} Everyone is talking about JLo’s new skincare… pre-order yours today! {Headline} TK

Dress for the occasion… it’s Instagrammable. ●

CRTV 600- JLO Launch Reminder {Subject} JLo goes LIVE tomorrow on IG to launch JLo Beauty! {Pre-Header} The glow is within reach… Pre-purchase, FREE delivery, Limited quantities {Headline} TK

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FINAL LAUNCH EMAIL: JLo BEAUTY ON THE FLOOR

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BRAND LAUNCH EMAIL WELCOME TO THE PARTY, PEOPLE. You’ve arrived. Let the party begin. ●

CRTV-548- JLO Beauty Launch Announcement {Subject} JLo LIVE on IG… JLo Beauty ON THE FLOOR… TODAY! {Pre-Header} It’s arrived. JLo Beauty official launch… {Headline} WELCOME TO THE PARTY, PEOPLE!

LOOK FORWARD TO SEEING YOU AT THE AFTER-PARTY. THANKS FOR COMING.

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