Mineral Makeup Marketing Study
Table of Contents. BAREMINERALS
1. Executive Summary 2 2. Situation Analysis 2 2.1 Company and Product History 2 2.2 Product Evaluation 5 2.3 Consumer evaluation 7 3. Brand Positioning 8 3.1 Target audience 9 3.2 Target Market Specifications 9 4. IMC OBJECTIVES 10 5. The USP (Unique Selling Proposition) 11 6. The Creative Strategy 12 7. The IMC Program 12 8. Advertising Schedule 15 9. Budgeting 16 10. Evaluation 16 15. References 18
1. Executive Summary
As the perfume, cosmetic and toiletry preparations industry entered the 1990s, it faced many challenges including regulatory changes, product safety concerns, increasing environmentalism, natural ingredients, pressure from the growing animal right movement, economy and market channels for distribution.
Nowadays, the industry is expected to continue to beneft from an increasing awareness of health and wellbeing. In cosmetic industry, fashion trends, multi-functional products and greater demand among slected consumer segments, particularly ethnic, teenagers and baby-boomers, are the key drivers in color cosmetics.
2. Situation Analysis
2.1 Company and Product History
Cosmetics, perfumes and various others personal care products have longed played an important role in Australian society, indeed personal care products are thought to have been an integral part of mankind since the beginning (IBIS, 2010).
The increased awareness will lead to the incorporation of more health-oriented products while an ageing population will demand more specialised products. Continued product development in new fusion products (such as cosmeceuticals, nutria-cosmetics and nutriceuticals) and eco-friendly products will help stimulate demand for industry products (IBIS, 2010).
In March 2010, Shiseido Company completed the acquisition of Bare Escentuals, through its subsidiary, Blush Acquisition Corporation. Bare develops, markets and sells cosmetics, skin care, and body care products under
1. Executive Summary 2 2. Situation Analysis 2 2.1 Company and Product History 2 2.2 Product Evaluation 5 2.3 Consumer evaluation 7 3. Brand Positioning 8 3.1 Target audience 9 3.2 Target Market Specifications 9 4. IMC OBJECTIVES 10 5. The USP (Unique Selling Proposition) 11 6. The Creative Strategy 12 7. The IMC Program 12 8. Advertising Schedule 15 9. Budgeting 16 10. Evaluation 16 15. References 18
1. Executive Summary
As the perfume, cosmetic and toiletry preparations industry entered the 1990s, it faced many challenges including regulatory changes, product safety concerns, increasing environmentalism, natural ingredients, pressure from the growing animal right movement, economy and market channels for distribution.
Nowadays, the industry is expected to continue to beneft from an increasing awareness of health and wellbeing. In cosmetic industry, fashion trends, multi-functional products and greater demand among slected consumer segments, particularly ethnic, teenagers and baby-boomers, are the key drivers in color cosmetics.
2. Situation Analysis
2.1 Company and Product History
Cosmetics, perfumes and various others personal care products have longed played an important role in Australian society, indeed personal care products are thought to have been an integral part of mankind since the beginning (IBIS, 2010).
The increased awareness will lead to the incorporation of more health-oriented products while an ageing population will demand more specialised products. Continued product development in new fusion products (such as cosmeceuticals, nutria-cosmetics and nutriceuticals) and eco-friendly products will help stimulate demand for industry products (IBIS, 2010).
In March 2010, Shiseido Company completed the acquisition of Bare Escentuals, through its subsidiary, Blush Acquisition Corporation. Bare develops, markets and sells cosmetics, skin care, and body care products under
References: Kotler, P., Keller, K. & Burton, S. (2009). Marketing Management. Sydney: Pearson. Belch, G., Belch, M., Kerr,G. & Powell, I. (2009). Advertising and Promotion: “An Integrated Marketing Communication Perspective”. North Ryde, Sydney: Mc-Graw Hill. Duncan, T & Moriarty, S. (1998) “A Communication-Based Marketing Model for Managing Relationships”, Journal of Marketing, 56(2), pp 1-13. Richardson, A. (2010) “Cosmetic and Toiletry Retailing in Australia”. IBIS World Industry Report G525B. Kumar, S. (2005). “Exploratory Analysis of Global Cosmetic Industry: major players, technology and market trends”. Technovation 25. Australian Bureau of Statistics. (2010). Australian Social Trends , The Labour Market during recent economic downturns. Australian Bureau of Statistics. Australian Bureau of Stadistics. Bare Escentuals, 2010. BareMinerals. Retrieved from http://bareescentuals.com/on/demandware.store/Sites-BareEscentuals-Site/default/Home-Show?brandId=BM