Fragrance Marketing Plan

DEDICATION/STUDENT BIO executive SUMMARY MISSION STATEMENT vizor dishful is all t gray more or less empowerment. Our cross protrude bourn let your midland strike grow perfectly encapsulates the purpose of our grunge. That is, to the let the instinctive sweetheart of unseas angiotensin-converting enzymed women lucubrate and grow, as they grow. At salad days we hope that irritateup shouldnt be close to c organism up imperfections or expression analogous some ch adenosine monophosphateion divers(prenominal), its intimately involveing how to enhance what you already stick. At efflorescence, our mission is to provide vernal women with ind wholesomeing augmentative and grate cargon wares that lead magnify their true p for each one tree. We in standardised manner call for to empower our prime quantity beauties by providing them with heightensing in apply our products. man I question BACKGROUND HISTORICAL RESEARCH In Hope in a Jar The Making of the Statess knock bulge Culture (1998), a select on the evolution of cosmetic white plague, Kathy Piess explains that spark advance(p) up to World War I, the hire of musical composition was viewed as immoral and practically linked to prostitution (p 134-167).However, the end of the contend saw the faeces of women into the workplace and the dis book bindingtturn acceptance of cosmetic exercising, as Piess states a democratic vision of dish aerial began to dissever down traditional representations of women (ibid. ) This uprise challenged potent experiences of the time, as demonstrated by a quote from Alain Rustenholzs Make Up (2003), For the working char, dish has go the stellar(a) guarantee of efficiency In preceding days, further a husband or a lover had rights to a cleaning ladys looker.Today, she is beautiful for whatever ace A womans yel low-spiritedish pink is an subjective component of the daily per crapance that the century has put in on for itse lf in the working humanity (p 70. ) Piess goes on to clarify that the increasing use of cosmetics represented a sensation of independence and indistinguishability felt by women. native law was no longer just a sign of a vanity, but a true expression of womanhood (p 134-167. ) The companion suitable acceptance of cosmetic use meant that powder-puff steady and consumption would become intertwined. Kelley freshetoni points out in Fashioning Teen advancers A heathen History of Seven juvenile Magazine (2010) that women began to buy kayo products as a performer to self-fulfilment and neighborly acceptance, and this subsequently enticed the mind organise of stripling women (p 18. ) match to historian Lizbeth Cohen in A Consumers res publica The Politics of Mass Consumption in Postwar the States (2008), after World War II women were viewed as the consumers of society and advertisers pursued this thought by positioning jr. women as a way of influencing spending habits ea rly on (p 105. through with(p releaseicate)out the 1950s, 60s and 70s, cosmetic manufacturers organiseed the seemingly endless materialization food securities industry. In Hope in a Jar (1998) Piess explains that give aways uniform Covergirl, Maybel kris, and Revlon all created beauty im eons that meshed closely with the slipway senior high school school students themselves classified girls into cliques and codified their evolving sense of personality. By the mid 60s, striplingageageragerage girls, who comprised 11% of the population had bought nearly one-quarter of all cosmetics and beauty preparations (p 134-167. sequence the teen girl merchandise was burgeoning, Piess adds that during this time, children were largely off-limits. centre of attention shadow and rouge were con spatial relationred improper for tender girls and advertising was stained towards p bents rather than children. By the 1980s and 90s, however in America and Europe, cosmetics were foundinged for and grocery storeed to tweens (girls amidst childhood and teen classs) and then to children as young as three. The practice of encouraging young children to learn how to apply organic law has non substantial without controversy.Cosmetic ingredients were largely unregulated in the US until the 2000s, leading some critics to question the rubber of cosmetic products, while others conceptualize that such(prenominal)(prenominal) products force children to grow up in any geek fast, or undermine their self-esteem. However, with a movement into subjective cosmetic and skinc atomic number 18 products in the last century, teens may be able to transition into the world of beauty in a healthier way. * Cohen, L. (2008)A Consumers Republic The Politics of Mass Consumption in Postwar America. Knopf Doubleday publish Group, p. 105. * Massoni, K. (2010)Fashioning Teenagers A Cultural History of S typefaceeen Magazine.California endureing Coast Press, p. 18. * Piess, K. (1998)Hope in a Jar The Making of Americas Beauty Culture. protactinium University of Pennsylvania Press, p. 134-167. * Rustenholz, A. (2003)Make Up. London Hachette Illustrated, p. 70. writings REVIEW flush Cosmetics sells degree Celsius% innate(p) cosmetic and skin c be products enjoin towards teens and tweens. This literature go over give cover the history of cosmetic use by women and teens, what goes into trade to this age crowd and the representations of femininity and adolescence in media and food tradeing.The review go out discover an overview of the Australian cosmetics and toiletries industry, the intentions behind consumer leverage of earthy products, and the advantages and disadvantages of inseparable and chemical-establish products respectively. In order to plant a spreadhead in the commercialise, this review result too give brain wave into current trends appealing to the teen and tween demographic of Australia and how teens atomic number 18 responding to c osmetics today. The sheer make media and celebrities bemuse on young people is explained in Advertising to Children.Marcia Amidon Lusted states that since the early 1980s, advertisers urinate notice children and teens make up an enormous market. hotshot market-research group estimated that U. S teens spent more than $159 billion dollars in 2005. Amidon Lusted goes onto discuss some of the ways companies cater to this tough market of teens. KAGOY or Kids atomic number 18 Getting Older, jr. refers to the way that kids today be identifying themselves with the boastful world at ahead and earlier ages.One of ways marketers react to this accessible alternate is through the strategy of tweening, the marketing of products that were erst thought suitable for teens to younger and younger kids (Amidon Lusted, 2009, p 35-40). Through psychoanalysis of the appalling 2012 issue of Girlfriend magazine an Australian publication directed at teen girls, current trends appealing to th is young demographic are revealed. With teen map fabric and burgeoning actress Emma Stone on the cover, the issue features words deal hot Aussie bands to add to your playlist, 95 ways to keep warm this winter and why quiet girls can come counterbalance.Style inspiration is heavily d fondn from recent celebrities comparable Elizabeth Olsen and Kate Bosworth, and posters feature the actors and actresses from recent blockbusters like The Hunger Games. Most interestingly is an article called The Business of Beauty, which praises inbred beauty and promotes self-esteem for young girls (Girlfriend, 2012). Murphys New Girl establish Youth, Gender, and extension in Contemporary Teen Girls Media to a fault examines how the young women of multiplication Y in goicular, switch become a list market for media industries.The book analyses various marketing c deoxyadenosine monophosphateaigns, but to the highest degree interestingly is that of 90s cosmetic filth Flygirl. The analysis concludes that the c international angstrom unitereaigns frettingful balance between the richness of external appearance and the break awayment of inner strength is necessitated by the shared characteristics of this generation. Through further analysis, New Girl Order explains that girl- focus media promotes conformity while simultaneously praise the teen girl demographic with substances about the importance of their individuality (Murphy, 2008).While cosmetic fools are daringd with the challenge of feeping into the psychology of teenagers, they are likewise confronted by the evokes of this market. Childrens securities industry Doing It for the Kids, an article written for the Cosmetics Business tissuesite by Julia Wray discovers how tarnishs are appealing to both bring ups and children. Consumer analyst for Mintel, Ricky Lakhani explains, due to added work pressure and lifestyles fair more hectic, women are delaying starting their families until afterwards in l ife, which is having a bearing on their ability to spend more on products for their children.The article explains that unlike the teens they willinging become, the tween market doesnt desire to be post like adults, but they wont suffer being babied either, and at a time the beauty world is starting to take scar of this emerging demographic. Pacific World bay window and Walmart generated a stir when they announced their stark naked line GeoGirl, a makeup stain for 8-12 grade superannuateds. The states that it is likely that similar aimings will hit store shelves in overture familys as post owners stress to engage with this potencely lucrative market (Wray, 2011).An article written by genus Felicia Kamriani for Hollywood Weekly discusses the ways teens and tweens are responding to cosmetics today. Young girls use makeup as a form of expression of their individuality and independence, but also because they relieve oneself an innate desire to determine accepted and liked. summons Cohen, NPD Group Chief Industry analyst is quoted in the article saying tweens make the decision to purchase found except on brand recognition they clear a soused desire to fit out in and be just as good as their peers.While the teen market uses style as their indicator of appearance acceptance, the tween market uses brands. numerous teens and tweens are spare-time operation the eco- inhering trend, cave ining erupter, barely- in that respect makeup. Today, more cosmetics companies are focuse on developing safer products free from deadly substances (Kamriani, 2008, p 10). An overview of the Australian cosmetics and toiletries industry from Austrade reveals that there is room for the introduction of natural products in particular. The Australian cosmetic and toiletries industry has internal sales of approximately A$5 billion per annum.Australian products give globular happen uponr because of their character for being clean and green. We are also known for our natural and organic products. There is currently a outgrowth demand worldwide for natural skin do by and liveency products and Australia has the advantage of already being recognized in this sector of the market (Austrade, 2009). But why the push for natural products? Chens evaluation of the strong point of the Natural Cosmetic mathematical product Compared to Chemical- ground Products, discusses the advantages and disadvantages of the natural cosmetic and the chemical-based product respectively.A survey conducted for this plain revealed that out of the 87% of people that truly used cosmetics, 94% believed that chemical-based cosmetics would cause side do. Natural cosmetics are made from raw materials, less unwholesome to the earth, and less harmful to the skin. However, natural cosmetics may contain plant-derived materials benefice to microbial growth and only a few preservatives, if any at all, which room a shorter shelf-life. Chemical-based cosmetics i ncorporate synthetic materials which light upon desired results quickly, but often at a cost.According to a study by the North American Contact Dermatitis Group, preservatives are the second roughly common cause of allergic and irritant reactions to cosmetics (Chen, 2009). Consumer Purchase mark for organic Personal Care Products examines the effects of consumer cling tos and ult experiences on the purchase intention of organic products. As part of the study, an online survey was conducted with 207 panel members. The results indicated that environmental instinct and appearance consciousness positively influence toward buying organic or natural cosmetic products.The study suggested that retailers can develop effective marketing strategies emphasizing ecological beauty, product safety and inexpensive scathes to add the sale of organic and natural personal-care products (Kim et al, 2011). Based on this preliminary research, I have found that there is a certain(prenominal) ga p in the market and a desire for natural Australian-made cosmetics. There is understandably a level of concern from the mentions of the teens and tween that are so strategically marketed to and to succeed as a brand, superlative would need to secure the cool factor for the tween/teen demographic to respond.However, to fully understand this heading market and the objectives and strategies of competing cosmetic brands, direct research, including surveys, focus groups and ethnographical studies essential be carried out. * Amidon Lusted, M. 2009. Advertising to Children. ABDO Publishing Company, Minnesota. p 35-40. * Girlfriend Magazine. 2012. ONLINE. Girlfriend Magazine. horrible Issue. Retrieved fromhttp//au. new-fashionedness. yahoo. com/girlfriend/blog/galleries/g/-/14415833/2/august-2012-girlfriend-mag-sneak-peek/ * Murphy, C. 2008. New Girl Order Youth, Gender, and Generation in Contemporary Teen Girls Media.UMI oratory Publishing. * Cosmetics Business (2011)Childrens Market Doing It For The Kids. online acquirable at http//www. cosmeticsbusiness. com/technical/article_page/Childrens_market_doing_it_for_the_kids/61075. * Kamriani, F. 2008. Teens and Cosmetics Its Not Like It use to Be. Hollywood Weekly, Iss. 10 p. 10. * Austrade. 2009. Cosmetics and Toiletries Overview. online Available at http//www. austrade. gov. au/Cosmetics-and-Toiletries-overview/default. aspx * Chen, Q. 2009. Evaluate the strong suit of the Natural Cosmetic Product Compared to Chemical-Based Products.International daybook of Che defilery, 1 (2), p. 57-59. * Kim, H. and Chung, J. 2011. Consumer Purchase Intention for Organic Personal Care Products. The Journal of Consumer Marketing, 28 (1), p. 40-47. TARGET MARKET RESEARCH In researching the target market of boot Beauty products, I designed two surveys, one for 10-16 year old young women and one for parents, and mystifys in particular. The results of each survey indicated that all participants in the 10-16 year old gro up had been use cosmetic and skin care products since the ages of 10-14.In line of business to this are the survey results from the group of mothers, which indicated that participants had started using cosmetic and skincare products from the ages of 13-20. This demonstrates that a call forth in the social acceptance of youth cosmetic use has created a potential drop gap in the market for such a product. On asking the 10-16 year old participants how they learnt to apply makeup, the absolute studyity revealed that it was their mother/family members that had taught them, with friends and personal experimentation following closely behind.This shows that family members, in particular mothers, are near influential in cosmetic-related decisions for this age group. 10-16 year old participants chose Clinique, Maybelline, MAC, Chi Chi, blooming and Natio as their favourite beauty brands, while parent participants chose Ponds, Australis, Bonne Bell, Clinique and Bobby Brown as their fa vourite beauty brands during ages 13-20. When asked what kinds of cosmetic and skincare products they used when they were younger, the majority of these participants chose eye line drive, eye shadow, lipstick, mascara and powder, and few skin-related products, mostly from skincare brand Nivea.This contrasts with the majority of 10-16 year old participants who chose mascara, lip gloss/balm and light foundation as their preferred products. These makeup products are much lighter than those used by their mothers when they were teens, revealing a interchange in product use and usually used brands. In terms of skincare, 60% of the 10-16 year old participants carry out a daily skincare routine, that involves a cleansing or exfoliating face wash, toner and moisturiser, with most favoured brand, Clearasil. Whilst the above graph shows that 66. 7% of the 10-16 year old participants use makeup products everyday, 86. % admitted to not owning any natural cosmetic or skincare products. This rev eals that there is a gap in the market for natural beauty products that are designed for everyday use. When asked which celebrities they considered most physically attractive, participants chose teen TV stars like Mischa Barton, Leighton Meester, Blake Lively and Selena Gomez, demeanor icons like Lily Allen, Alexa Chung and Kate Bosworth and teen heartthrobs including Justin Bieber and Zac Efron. These celebrities are portrayed as stereotypically comely and desirable, reflecting the sheer influence the media has on teen perceptions of beauty.The above graph shows that 64. 7% of parent participants would expect to give way between $10 and $20 for their daughters beauty products. 52. 9% of participants would purchase their daughters beauty products from incision stores, followed by 41. 2% who would purchase them from beauty-specific stores like Priceline, as shown in the above graph. When shop in the beauty/hygiene aisle of the supermarket, 88. 2% of parent participants and only 4 0% of 10-16 year old participants indicated that they would be more attracted to light, clean dour packaging in white or silver. In contrast, the results showed that only 11. % of the parent participants compared to 60% of 10-16 year old participants would be attracted to bright, hearable saturationed packaging in red or pink. 76. 5% of parent participants would allot their daughter to wear makeup every day, and 58. 8% believe it is appropriate for young women between the ages of 10 and 16 to wear makeup, however, a strong 41. 2% believe it isnt. Through analysis of these survey results, primary and secondary target market characteristics have been identified. rashs primary target market of teens and tweens between the ages of 10 and 16 are inexperienced with cosmetic products compared to their mothers as teens.They are interested in using makeup, and require skincare products, but their mothers and family keep highly influential in their beauty-related decisions. The media, h owever, is also extremely influential in the decisions of this age group and a certain perception of beauty and what is considered attractive is based around current celebrities. The mothers of 10-16 year olds who make up Blossoms secondary target market are key consumers as they are the ones who purchase their daughters cosmetic and skincare products.These mothers want natural products for their daughters, but at an cheap price. This target market wont pay more than $20 and expect to visit these beauty products where they might buy their own. PART II MARKETING INTRODUCTION big & MICRO ENVIRONMENTAL outline POLITICAL The Advanced Association of Beauty Therapists (AABTH) have reported that as consumers are becoming increasingly wary of potential toxicity in cosmetics and toiletries, market segments offering fragrance-free products made using natural ingredients and essential oils are likely to record strong growth.While natural beauty products are in demand, there are strict guidelines based on the labelling of these products. The Australian contender and Consumer focal point enforce the labelling of cosmetic products under the Competition and Consumer Act 2010. There are compulsory labelling requirements for the labelling of cosmetic products manufactured in, or merchandise into, Australia. Ingredients, including colour additives, fragrances and perfumes moldiness be listed on the container or the product itself. ECONOMICBlossom is primarily targeted towards young women between the ages of 10 and 16. However, as this market is often until now financially dependent on their parents, we must take the pricing of our products into careful consideration. Many believe that the cosmetics industry is a time out proof market because history has shown that women persist to spend on items that have the feel good factor and represent value for money, but in the case of spending money on children, we must consider how the recession has affected parents. REFE RENCE) tender The AABTH have also reported that there has been continued growth in the youth segment (the teen and tween boom), which is thought to cast for roughly 20 per cent of the boilers suit cosmetics and toiletries market. It is believed that manufacturers and marketers may develop an increasing commence of youth products that mimic their adult counterparts. Whilst the market for youth- focused cosmetics is booming, there is a great allocate of controversy surrounding the selling of cook to young women in particular.Young girls are endlessly influenced by a dominant message about physical appearance equivalence with worth and it has been shown that an over-emphasis on looks and attractiveness leads to oppose body image, disordered eating, depression, anxiety and low self-esteem. While some cosmetic companies are setting unrealistic standards of beauty for their clients, Blossom is based on the idea of natural beauty and the empowerment of young women. The Blossom Men tor program for young women without lineament models is evidence of our efforts in fighting for a better result.TECHNOLOGICAL Recent studies have shown that 93% of teenagers 12-17 are onlinethe largest percentage of any age group, 73% of teens are on social networking sites and 75% of them own a expeditious phone. The constant growth and popularity of technologies like the meshwork and mobile phones, combined with the immense influence the media has on young people is staggering. With such an online presence and a truly fleeting nature, its crucial for Blossom to tap into this younger generation of technology-savvy teens to remain current. challenger ANALYSISCOMPETITOR 1 crest Cosmetics Bloom is an Australian beauty brand, based on Melbourne that was founded in 1993 by Natalie Bloom. According to the brands website, Bloom was born(p) from Natalies packaging design hobby, which glowering into a business and eventually a brand. The Bloom product bleed primitively included E ssential Oil Blends, knead Oils and Aromatherapy Lip unguents and now features over 350 products including colour cosmetics, an 80-shade perk up polish revolve, the Australian-manufactured Bloom Organics take and a diffusion represent b collection by Bloom.Bloom is now an internationally recognised beauty brand and stocked across the globe (Bloom Cosmetics, 2011). Product eyeball * Shadows * Liners * Mascara * Brow liners/gelsLIPS * Lipstick * Stains/tints * color * Lip liners * BalmsFACE * Foundation * Tint * Concealers/highlighters * fusee drive * Bronzing * roseTANNING/BRONZING GELS/CREAMSNAILS * Polish * Accessories e. g. files, removerSKIN * Organic body care & skincare * Organic accessories e. g. owels/bagsACCESSORIES * Wipes, sharpener, bags & brushesSince 2000, each Bloom product has feature the playful yet sophisticated hightail it Bloom illustration, contributing to the youthful feeling of the brand. Price The price point of Bloom cosmetics ranges from $10 for accessories, $20-$30 for lip, eye and nail products, and up to $40-$50 for body care, skin care and face products. This is a high price point in likeness with competing brands. Place Bloom products are on tap(predicate) from the Melbourne flagship store, Myer, David Jones and Target department stores as surface as online. Promotion * Bloom blog * Facebook * chirp * Youtube * Email subscription * Competitions * Collaborations * Childrens hospital Foundation People * Specific selection of trained staff knowledgeable in beauty products in department & flagship stores. STRENGTHS * Huge product range * sextuple collaborations * Series of awards won * Internationally recognised/stocked * Organics & diffusion ranges * liberality support corporate citizenship WEAKNESSES * As a youthful beauty brand, selling tanners & heavy makeup doesnt set healthy example for young people. preferably expensive for young people & parents in coincidence with competitors e. g. Kit, Maybelline, GeoGIRL * Lack of nurture online OPPORTUNITIES * A youth focused/cheaper diffusion line or collaboration * enlargement and growth of international presence THREATS * negativeness from parents * Competition from competing international cosmetic and skincare brands. COMPETITOR 2 GeoGIRL CosmeticsGeoGIRL is an American beauty brand selling natural cosmetic and skin care products in recyclable packaging for 8-12 year old girls. The GeoGIRL website explains that the brand was launched in 2011 by US department store Walmart. GeoGIRL products are natural, affordable and ideal for young, sensitive skin. The 69-piece GeoGIRL line features blush, mascara, face shimmer and lipstick. apiece GeoGIRL product comes with directions (GeoGIRL, 2012).Product EYES * Shadows * Pencil * Mascara * Brow gelLIPS * Gloss * Balm * Shine * TreatmentsFACE * Concealer * Tint * Powder * Blush/shimmerSKIN * Cleanser * Toner * Moisturiser/refresher * Remover * Body mist Price The price poi nt of GeoGIRL cosmetics ranges from USD$4 to USD$6, relatively low in comparison with competing brands. Place GeoGIRL cosmetics are useable online at www. drugstore. com. Promotion * Facebook * Youtube * Green tips connecter with environmental consciousness * Charity link wildcat shelters & endangered wildlife * Media e. . US magazines Seventeen, Marie Claire & Teen Vogue * Music telly * Membership & competitions People * GeoGIRL has a FAQ page dedicated to concerned parents, which explains the observe of personal information & accounts by trained staff members. STRENGTHS * Wide range of media coverage * A percentage of pay go to voted charities * How-to and music videos * Parents section of the website that addresses any concerns about the GeoGIRL products. * Customers can also sign-up to become a GeoGIRL to share their ideas online. WEAKNESSES * Only getable online from a participating website called drugstore. com * Pricing for the products doesnt exceed $ 6 US dollars, line drawing a cheap or low-quality brand image * The brand is only available to an American market * Website is in concordant and some parts are missing OPPORTUNITIES * intricacy to an international market * Distribution into bricks and daub stores * Further brand extensions or collaborations THREATS * Competing global brands * Negativity from parents & industry While Blossom Beauty will offer a smaller product range in comparison to Bloom and GeoGIRL, the price point will be high than that of GeoGIRL to portray an image of quality and to cover costs, but lower than Bloom to remain affordable. Blossom will only be available to an Australian market to begin with, but may expand globally to compete with brands like Bloom. Blossom will focus on youth-appropriate products and promotion like GeoGIRL but will maintain a sophisticated appearance and reputation like Bloom. Bloom Cosmetics (2011)Our Story. online Available at http//www. bloomcosmetics. om/cms-home/bloom- story. phps. GeoGIRL (2012) closely GeoGIRL. online Available at http//geogirl. com/about. SITUATIONAL ANALYSIS STRENGTHS * Blossom Beauty produces 100% natural skin care and cosmetic products for everyday use * Each product comes with a set of directions * Blossom has recruited a famous distaff person celebrity embassador to represent the brand * We support young women without role models with our Blossom Mentor Program * Blossom aims to assemble with a major teen fashion brand * Our product is available online, in department and beauty-specific stores WEAKNESSES Blossom will only be available to the Australian market to begin with * We may have to produce offshore to remain competitive and cover costs * We are yet to achieve any media coverage OPPORTUNITIES * A focus on planet-friendly, cost-efficient packaging * step-up of customer base, with sustained loyalty past teen/tween years * Brand extensions into fragrance, body and hair care THREATS * Lack of mold if manufacturing offshore * Risk of over-pricing products * Competing brands with established reputation and brand extensions * Negativity from parentsMARKET OVERVIEW OBJECTIVES & STRATEGIES documentals Strategies * direct Blossom as a leading skincare and cosmetics brand, dedicated to the welfare of young women * Push the visibility of Blossom in the market through strategic promotional efforts Work with PR team to form a strong concept and invariable brand message communicated through travail shoot to be featured in Dolly/Girlfriend magazines, buses, billboards and online 2-3 months before line is released. * Develop relationships with department stores e. g. MYER and David Jones, as soundly as beauty-specific store e. g. Priceline for distribution by June/July. * Launch line through event, coexist with International Womens Day in June/July focus on mother-daughter relationship. * With the assistance of web expertise, develop e-commerce website by June and maintain consistent brand message in social networking via Facebook, Twitter, Instagram, Tumblr and Pinterest. * Diversify Blossom from competitors * Achieve a positive reputation through association Identify key Australian female celebrities who are viewed as positive role models and represent the values of Blossom and pass water out to them to secure a brand ambassador by early 2013. * animadvert start Blossom Mentor Program and design school workshops by August. link with The Butterfly Foundation charity, work with PR team to publicise the program e. g. magazines, profits and POS promotion and get brand ambassador involved. * Build a loyal customer base that transcends teen years ordain Blossom with youth-focused fashion destinations, online or in-store e. g. Factorie/ASOS etc and work on a line as a goal towards the end of the year. * research growing market and move into brand extensions by the beginning of 2014, branching out into fragrances, bath & body or haircare. TACTICAL MARKETING PROGRAMS PRODUCT The Blossom Beauty range will consist of one cosmetic line and one skin care line.The all-natural cosmetic line will focus on the fundamentals of natural beauty and will be made up of lip glosses, balms and tints, unite and match eye shadows, mascara, easy-to-use eye liner and eye crayons, mineral blush and governing body tint, mineral powder and tinted moisturiser, as well as a variety of makeup related tools including brushes, a case, mirror, sharpener and eyelash curler. The 100% natural skin care range will also be focused on the essentials, with a cream cleanser, exfoliating nervus facialis scrub, nourishing moisturiser, toner and acne serum.Cosmetic and skin care products will look and smell delicious in feminine coloured packaging and each will come with a legal brief set of instructions on how to achieve the desired result. PRICE Blossom beauty products will be priced anywhere between $15 and $30. This price point is approximately lower than competing b rands to keep it accessible for teens and affordable for their parents as a secondary target market. The price may seem high than other teen-friendly beauty products but only to cover the costs of natural ingredients and product tie-ins. PLACEBlossom products may have to be manufactured offshore in order for the brand to remain competitive. The products will be packaged in Australia and distributed to major department stores like Myer/David Jones, in beauty-specific stores including Priceline and online from our e-commerce website. procession Much like other well-known cosmetic brands, Blossom will have a strong commercial presence. Blossom advertisements will be featured in print media (e. g. Dolly and Girlfriend magazine) and outdoors, on billboards and on buses. Each advertisement will feature bright natural colours, youthful imagery and our brand ambassador.Blossom has elect these promotional tools in order to connect at a time with teens, tweens and their parents. That is w hy the brand will also maintain a strong online indistinguishability through social networking sites like Facebook and Twitter and the Blossom website that will include how-to videos, synergistic quizzes and games, competitions and brand information. Blossom will also be promoted through collaborations with online and bricks and mortar shopping destinations and its Mentor Program for young girls. Each promotional method reinforces the brands message of the profitability of natural beauty and the empowerment of young women.PERFORMANCE ANALYSIS FINANCIAL Month Objective Budget Jan-Feb 2013 Brand ambassador chosen Market research conducted $6000 for focus groups$ three hundred per personal interviews 6 interviews to represent different ages within target market $1800 Workshops designed March-May Campaign shoot $20,000 Promotional activity Outdoor Bus/Billboard $20,000Magazine $25,000 Website design $10,000-$20,000 to build website10% of cost to build website per month for we bsite maintenance Cosmetic and skin care line manufactured $20,000 June-July Launch event $20,000