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Strategic Message Planner 4/22/16 Kayla Hagan Strategic message planner Advertising goal To increase the awareness of the Jeffree Star brand since it is an online only brand. Client: Key Facts Jeffree Star Cosmetics Headquartered in Los Angeles Founded in 2013 and created by an androgynous drag queen Promotes gender equality in makeup At the forefront of color trends Vegan Cruelty free Product: Key Facts What is the product? Velour liquid lipsticks- one of the first matte liquid lipsticks Vegan Cruelty free Long lasting formula Unique and innovative colors $18 per tube but will last a long time because they are so pigmented and meant for long wear What is the purpose of the product? What is the product made of? Paraben & Gluten-Free Fragrance free Vegan & cruelty free Ingredients in lip product “Unicorn Blood”: Isododecane, Trimethylsiloxysilicate, Cyclopentasiloxane, Dimethicone, Kaolin, Synthetic Beeswax, Hydrogenated Polyisobutene, Silica Dimethyl Silylate, Disteardimonium Hectorite, Tocopheryl Acetate, Hydrogen Dimethicone, Propylene Carbonate, Ethylhexyl Methoxycinnamate, Ethylhexylglycerin, Caprylyl Glycol, Hexylene Glycol, Phenoxyethanol. Who and what made the product? Jeffree Star and his company Jeffree Star cosmetics make these products Target audience: demographics and psychographics The target audience for this ad is women in their 20s-30s who like to do more adventurous make- up and who like to stand out. Women lead interesting and fast lives and need something quick and bold. Women who want a color that makes them look sophisticated, not like a teenager. 4/22/16 Kayla Hagan The average age of a member of the target audience is a 25-year-old woman who has a larger household income $60,000+ to spend $20 on a single lip product. They might be married but they don’t have children. They probably use a few forms of social media regularly. They might be busy and need long lasting make-up so they don’t have to worry about it throughout the day. They can look great with little effort. It would also be great for women who go out a lot and want to stand out amongst the crowds. These women want something quick, fast, simple, and worry free. These women have probably purchased high-end make-up before and have not purchased Jeffree Star since it is online and they may not have seen it. Product benefits: Goes on in one coat Liquid- easier to apply than a stick Matte Bright colors “grown up” colors Dries in 5 minutes Doesn’t flake off Won’t leave marks on food/drinks/people Direct competitors and Brand images MAC: Target audience is the same but they are able to reach people who don’t go on the Internet since they are a well-established brand with physical stores. However, they only sell lipsticks and they are more expensive. Kylie lip products: target audiences share all the same qualities. Differences are that Jeffree Star is also for men and they have bold colors. Kat Von D: Marketed as a more universal brand that anyone at any age or experience level can use. Indirect competitors and Brand images Kate spade: markets to same demographic and psychographic and is a high-end jewelry company. Some might want earrings over lipstick. Tori Burch: markets to same age group but probably to those with more income. Is a purse/shoe/etc. brand all of which could be bought as an alternative to make-up. Product brand image Current: the current image is a high-end make-up brand that is only for those who are extremely into make-up. Desired: a lipstick for all who want to be bold and express themselves with beautiful lip colors. 4/22/16 Kayla Hagan Challenge: presently and Internet only brand and most people don’t know about it unless they go on Instagram or YouTube a lot. Strategic message: The Promise Jeffree Star Velour liquid lipsticks can give anyone a long lasting bold lip color in just one step. Supporting evidence: The Proof “If you have the fortune of trying out one of Star's liquid lipsticks, you'll find that they totally live up to the hype. Every hue is just as bright on your lips as it is in the tube, dries down to the most gorgeous velvet finish, and will last for hours on end without any need for reapplication. Considering that the lipstick formulas are both vegan and gluten-free, even your juice cleanse- obsessed BFF will have no reason to object.” - Marianne Mychaskiw on instyle.com “Holy grail! These are the number one liquid matte lipsticks that I’ve ever tried. I’ve tried so many brands from high-end to drugstore. I love kat von d, colorpop, dose, kylie jenner, rimmel, yes they are all good, but these are just something different!” -Shannon on makeupalley.com .
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