1. Client info: medium- sized cosmetics company based in the U.S. looking to introduce a new line of cosmetics has a few other cosmetic lines at different maturity stages, but they are directed towards different target audiences.

2. The client would like its products sold in drug stores, supermarkets, Ulta and drugstores. The foundation, the main attraction in the Smooth N Easy line, will be priced at an average $8. [Motivation: According to Mintel Reports Sales at drug stores increased steadily between 2003 and 2008, with a surge in 2006 attributed to new entrants in areas such as those around mineral makeup, which saw both Neutrogena and LOral with new product lines in 2006.]

3. We found through out research: Consumers are continually searching for new and unique products. Innovative packaging is one method commonly used to address this need. Clever controlled-release packages, double-ended applicators, and convenient compacts lead the way in package design. Mintel Reports This motivated us to develop and market our line of convenient makeup.

4. Strengths: Quick Easy Novel Affordable Weaknesses: -lack of established distribution network -behind schedule on product development

5. Threats: All-natural & mineral-based makeup Anti-aging makeup (although our audience is relatively young these makeup are still popular)

6. Products: face (True Match, Fair Naturalle), eyes (Telescopic mascara, HiP), lips (Colour Riche, Infallible)focus on natural look Mission: to offer men and women on every continent beauty and personal care products that incorporate the latest scientific advances. Visionary formulas, upscale presentation and products that are a pleasure to use: L'Oral Paris provides affordable luxury for people who demand excellence. Position: offers men and women on every continent beauty and personal care products that incorporate the latest scientific advances. Visionary formulas, upscale presentation and products that are a pleasure to use: L'Oral Paris provides affordable luxury for people who demand excellence. Price Point: $10-20 for most products

7. Products: Lips, Face (Colorstay), Eyes (DoubleTwist, Beyond Natural)glamour Mission: Our vision is to provide glamour, excitement and innovation through quality products at affordable prices Position: confident, sexy and sophisticated Price Point: $15-20 for most products

8. Products: Face (DreamMouse, DreamMatte), Eyes (Define-a-lash, Great Lash, Vibrating brush, 8+ types), Lips (Moisture Extreme)everyone can be beautiful Mission: the brand was making the "it" accessible to women everywhere and empowering women worldwide to make the most of their unique beauty potential. Position: the world's no. 1 cosmetics brand, provides quality and innovation with a modern New York feel at an accessible price point Price Point: $5-10 for most products

9. Products: Face (TruBlend & Smoothers), Eyes (LashBlast & LashExact), Lips (Outlast) + Queen Collection Mission: [owned by P&G] We build our organization from within, promoting and rewarding people without regard to any difference unrelated to performance Position: Be your beautiful self. Easy, breezy, beautiful. Price Point: $5-10 for most products

10. Opportunity #1: Only roll-on make-up on the market. Quick to use!

11. Opportunity #2: The number of women in the workplace is increasing More and more women are the primary breadwinner in their household (almost 40%) 74% percent of men and 71% of women reject the notion that women need to behave more like men to be taken seriously in the workplace [source: time magazine]

12. Opportunity #3: Nowism: a trend identified by Trend Watcher Consumers ingrained lust for instant gratification is being satisfied by a host of novel, important (offline and online) real-time products, services and experiences. Consumers are also feverishly contributing to the real-time content avalanche thats building as we speak. As a result, expect your brand and company to have no choice but to finally mirror and join the now, in all its splendid chaos, realness and excitement.

13. Positioning I am an easily applied line of cosmetics designed for younger women in a hurry. I am called Smooth N Easy. I make you look more beautiful quickly and easily. I make you look as if you wasted half an hour of your life on your make-up before going to work when in reality, you spent only a few minutes. Using me minimizes your getting ready time by almost 50%!

14. Who are we trying to reach? Working women Ages 22-35 Frequently pressed for time Competitive in the workplace Enjoy fashion magazines Exercise frequently Shop for clothing & accessories online Buy beauty products at drugstores Most in a relationship, but unmarried No children

15. Who are we trying to reach? Through our research we found this chart outlining the leisure activities of our target market (via Mintel Reports)

16. Who are we trying to reach? Mintel also reported the following about our target market: High-income women are more likely to place Internet, mail and phone orders. 25-34 yr old age group to increase 10.5% over the next 5 years (which is why we chose to market this age group) Respondents aged 18-34 are much more likely to rely on the Internet as their prime source of entertainment, and far less likely to pay attention to commercials, read newspapers, rely on them to stay informed, and watch religious TV programs. Women prefer streaming video on broadcast network TV.

17. Target Audience

18. Customer Acquisition Inform/Create Interest for the product Customer Switch from leading brands

19. Generating quick trial via: In-store promotions Ambient blogging

20. We want to target the early majority and early adopters within our Target Audience.

21. Single most persuasive/informative idea we can communicate: Smooth n Easy makes you beautiful, faster. roll on. roll out. get ahead.

22. Why should they believe it? Their competitive nature will help them relate to and internalize the campaign. Our new design is practical, efficient and different than anything else out there. Our innovative roll-on technology speaks for itself.

23. Where is our target market best reached? Fashion & beauty websites Fashion & beauty blogs Fashion magazines Ads before online TV shows (on major networks sites & hulu)

24. Lucky Full Page 4-Color Ad - $120,240 55% of readers 25-49 Median HH Income 72K Median Age: 34 73% Employed

25. Marie Claire Full Page 4-Color Ad - $90,000 Median HH Income 84K Median Age: 33 77% Employed

26. Glamour Full Page 4-Color Ad - $158,000 3,943,000 readers 25-34 5,246,000 readers with HH Income 75K+ Median Age: 33

27. Allure Full Page 4-Color Ad - $104,000 Median Age 29 Total Audience 6,766,000 HH Income 65K 95% of readers influencers 89% early adopters

28. Wired Full Page 4-Color Ad - $104,000 Median Age 33 Total Audience 2,888,000 HH Income 84K 55% 18-34 24% Female

29. Media Plan Jan Feb Mar Apr May June Jul 28 4 11 18 25 1 8 16 22 1 8 16 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 Magazines Glamour Lucky Marie Claire Allure Pre-Roll Spots abc.com cw.com fox.com In-Store Promotions Target Store Drug & Ulta

30. INSERT PHOTO BACK OF CEO DESK CHAIR

31. TV Placement Spot will run before online TV shows

32. This slogan will work in individualistic countries like American, U.K., Russia, France etc. Interchange the get ahead in roll on. roll out. get ahead.

33. For example: Japan roll on. roll out. yashinau Australia roll on. roll out. move along. India roll on. roll out. empower. Mexico roll on. roll out. tenga xito. (be successful)

34. Ulta CVS/ Duane Reade

35. Creative Guidelines/Mandatories: Colors: purple (R/G/B 128/9/77) white (100%) black (R/G/B - 15/0/16) charcoal grey (R/G/G - 76/65/77) Fonts: agency, mariette tryout, a bite Clean, streamlined, modern & easy-to read