Jessica Salaz, Ashley Reza, Katelynn Reed, & Olivia Bergmann

April 28th, 2015

Index

Summary Pg. 1

Background Pgs. 2-6

Secondary Research

Primary Research

Situation Analysis, Core Problem, & Opportunities Pg. 7

Goals & Objectives Pg. 8

Key Publics Pgs. 9-12

Messages

Strategies & Tactics Pg. 13-18

Strategy 1

Strategy 2

Strategy3

Storyboard example

Calendar Pgs. 19

Budget Pgs. 20-26

Recommendations Pgs. 27-28

References Pgs. 29-30

Appendix Pgs. 31-44

Full survey questions & results

Presentation slides

Summary

The beauty market is a mature market saturated with diverse products, but there are

plenty of opportunities. With focuses on brand image enhancement, increased social media

presence and new forms of distribution Muvazi can establish itself in the anti­aging big leagues.

Based on a survey of 67 adults over a 2 week period Muvazi is at an appropriate price

point. Many participants were open to new skin care products and wanted skin care lines they

could create a regimen with. However most participants didn’t like the structure of multi­level

marketing companies such as Mary­Kay and Scentsy.

Muvazi’s current slogan is “Renew the skin you’re in”, this slogan needs to be changed.

Dove’s current slogan is “Love the skin you’re in.” Muvazi could easily be confused as

associated with Dove when Muvazi needs to be creating a product differentiation and

individualized benefits in order to succeed.

There are 6 key recommendations for Muvazi’s success. Third­party testing, spa grade

line creation, dermatologist endorsement, hire a social media manager, do not use multi­level

marketing structure, and revamp the website.

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Background

Secondary Research

Consumers

Muvazi is a skin care cream that targets a specific clientele that would be able to afford

the high initial price tag of $149.99. This cost eliminates an initial host of users that would not be

able to afford this product because of this price. However, to many, this product is very

affordable as some people would pay whatever it takes to get the youthful look that this product

provides. Once a set market is established, those clients would be, hopefully, so satisfied that

they would be willing enough to spread the word of this wrinkle cream to other people that could

be potential clients. The cost does go down after the first purchase as you purchase as you run

out and not as an entire set over and over, items are priced as low as $14.99 which is a huge

selling point to most also.

An expected target market would be the women in society that are surrounded by other

women. Women can start seeing wrinkles in their early 20’s. This product can be purchased and

used as a preventative care. Generally most women begin to show significant signs of aging by

mid to late 30’s, while raising a family and being fully immersed in a career and facing the daily

stresses of life. This item would then be used as a corrective item. 35 plus would be an age that

would be more effective while using this product as there is already damage done to the face.

An ideal client would be someone in an established career that belongs to a networking

group that would be willing and wanting to share this amazing new product with their friends.

Women that are mothers that belong to PTA and soccer clubs that are wanting to look as good as

their friends would be a great client also. Younger women in their 20’s would also be great

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clients as they would want to stay looking young and prevent any aging by using the creams. If

they can afford the initial $150, they would be ideal.

Consumer Interest

Women (and men) are very aware and concerned about their physical appearance. The

phrase “Beauty is only skin deep” is not entirely true, at least when dealing with anti­aging skin

care products. According to Euromonitor International, anti­aging products now account for

close to 9.8 billion dollars of the skin care market which is almost a 109% increase since 2007.

Anti­aging products are not only appealing to consumers because of their positive effects on their

actual skin, but they also help to calm the fears of old age. If a person looks younger then they

will feel younger, causing a boost of self­esteem. People feel better when they are actively doing

something to better their health or their appearance. NYU Medical Center dermatologist

Sumayah Jamal says that you are probably more likely to see results simply because you are

doing something for your skin. People are constantly looking to better themselves and anti­aging

products provide a way to do that physically and also mentally.

Specific Competition

Muvazi’s top competitors can be segmented into three categories; most popular product

in the general market, most popular spa line system, and most popular local system. The general

anti­aging market top competitor is Olay Regenerist, based on most frequent purchase on

Amazon.com. Olay has a three­product starter kit for $29.99 and individual add­on products for

$29.95 each. Their strategy is based on their established cosmetic and beauty company as a

whole which allows for a large media buying budget to create presence and visibility. However,

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the largest driving factors are ease of access (it can be found in most local and every national

convenient store), and price point, it is affordable for good results from a trusted company.

Another strategy of note is the vast product lines Olay has allows for consistency among entire

beauty regimens. A consumer can find an Olay brand for all their beauty needs to make their

skincare and makeup, to even hair and body lotion be a consistent system.

The most popular spa line anti­aging system is Dermalogica Age Smart, six­product

starter kit is $52, and individual items range from $25­$75. Dermalogica targets small and chain

spas. They partner with larger corporation beauty supply stores to create a large distribution (eg.

Sephora, Ulta, Macy’s Beauty, and Dillard’s Beauty). Their media buying is focused on

women’s beauty and fashion magazines, little to no TV ads, and a few blogger reviews.

Local competition is narrow but established. NuSkin’s AgeLoc has a five­product starter

kit that starts at $450, a four­product line at $393.25, three­product line at $169.25, individual

products start at $48.75. NuSkin targets exclusive spa’s for distribution and locally creates

presence by sponsoring NBA team, the Utah Jazz. The extremely high price point for AgeLoc

creates a huge opportunity for Muvazi. The largest obstacle will be creating local brand

recognition without having to sponsor a major league sports team.

General Competition

Muvazi has a larger competition in the market itself. Penetrating the beauty market can

be difficult. There are so many brands that come and go in cosmetics from beauty fads and latest

breakthroughs that the key will be consistency in product delivery and creating loyalty along

with recognition. Muvazi has the opportunity to set itself apart from regular everyday anti­aging

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lines in being a natural, green product with its specific Oat Beta Glucan system that is unique.

Another challenge that is presented with such a vast market is creating a design appeal, visually

setting itself apart from other products will be key in identifying Muvazi as a key player in

anti­aging skin­care.

Ingredients

In this section we examined the key ingredients of Muvazi and compared them to the

ingredients of other mainstream anti­aging creams and serums (Loreal, Olay, and Mary Kay).

These big brand names have been around for a long time and therefore a good portion of the

market for anti­aging creams trust these brands and have a brand loyalty established with the

companies and products. We all know that the older we get and the more we instill a habit, the

less likely we are to try new things, however if the buyers of these products knew exactly what

they were putting on their face and knew what the better alternatives were (Muvazi), we may be

able to sway their purchases. When analyzing Mary Kay, Loreal, and Olay we found that many

of their key ingredients contain numerous chemicals and alcohols (i.e. glycerin, butylene clycol,

sodium hydroxide, benzyl benzoate, fragrance, along with so many more). Their most natural

ingredient is water. Loreal reports to have up to 20 different chemicals in their Revitalift Daily

Volumizing Concentrated Serum; Olay reports up to 32 different chemicals in their ProX

Intensive Wrinkle cream, which also includes all of the same chemicals as those of Loreal; Mary

Kay’s traditional wrinkle creams also report to have up 20 chemicals.

Muvazi’s ingredients report to have all natural ingredients. It contains similar ingredients such

as hyaluronic acid and allantoin (the key ingredients to all anti­wrinkle creams/serums that holds

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the anti­aging component). The remainder of the content contains pure organic ingredients, such

as aloe vera, apple, bamboo, lentil, linseed oil, oat beta glucan, pea, watermelon, witch hazel, and

vitamins A, B5, and E.

With the differences in ingredients between Muvazi and the other mainstream companies we can

see a lot of opportunities to promote and market Muvazi to increase brand loyalty and pick up

new consumers.

Primary Research

Market outlook

Anti­aging products now account for close to 9.8 billion dollars of the skincare market

(109% increase since 2007)

Summary of Survey Results

Muvazi’s largest competitors are: Clinique, Dermalogica, Neutrogena, and Aveeno. 43%

of women have had the same skin care routine for years, however 78% are open to new products.

Women slightly prefer product quality over product speed. On a scale of 1 to 10 participants

rated dermatologist endorsement importance an 8.2. 71% of participants don’t like multi­level

marketing companies such as Mary­Kay or Scentsy. The largest platform consumption of

advertisements was on social media at 41%. Participants bought the majority of skin care

products at spas (33%) and high end retailers (31%). 77% of participants prefer to spend less

than $50 on skin care products. Based off of images the average expected price for Muvazi was

$66.48. 86% said they use social media daily and of the platforms listed (they were able to

choose 2) Facebook (78%) and Instagram (54%) were the most popular.

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Situation Analysis & Core Problem/Opportunities

Situation Analysis:

Muvazi offers natural, organic skin care with a specific Oat Beta Glucan system that is

unique to them. They refuse to limit quality of ingredients in their products based on price.

Immediate results can be seen, but the regimen takes 8 weeks to achieve optimal results. Muvazi

is currently selling less than $5000/month. Because of lack of volume in sales and product

trial/sample sizes are unavailable. Muvazi currently has a YouTube channel and fully

functioning website, but no other internet/social media outlets. Currently their target audience is

35­60 years old.

Muvazi is challenged not only with obtaining new customers but with creating loyal

customers that will use the product for the recommended 8 weeks in order to see optimal results

and become a returning customer.

Core Problem/Opportunity

Muvazi’s core problem is breaking into the oversaturated skin care market in order to

obtain new and loyal customers to ensure sales.

Muvazi has the opportunity to set itself apart from other popular anti­aging lines in being

a natural, green product with its specific Oat Beta Glucan system that is unique and available at a

reasonable and competitive price.

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Goals and Objectives

Goal

Be a relevant and successful competitor in the skincare market with substantial customer

loyalty and visibility by offering a unique product at a competitive price.

Objectives

1) Create visibility, create new customers, and promote brand recognition by connecting

through social media, media, and direct communication.

2) Increase sales and customers by having retail stores/spas/etc carry and promote

Muvazi.

3) Increase visibility and create customers by creating and attending events relevant to

our audience.

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Key Publics

Muvazi’s key publics are first, consumers; broken down into 4 categories by age: 20’s,

30­40’s, 50’s, and 60+. Muvazi will also have to tailor messages to retailers such as Sephora,

local spas and dermatologist offices, and department stores.

Consumers

Muvazi’s keyt consumer publics are in four categories. First, women in their 20s, create

a focus on preventive skin care. Reach audience by creating brand ambassador with

LaurynCakes (a local beauty blogger).

Next, women in their 30s/40s, they focus on the importance of skin care regimen to treat

changing and aging skin along with a small focus on preventive skin care. This public mainly

consists of mothers and career women. Brand ambassadors for this age group include Brooke

Walker (KSL News team), GirlLovesGlam (beauty blogger), and Beauty Snoop (large local

following blogger, KSL regular).

Third, women in their 50s, focus on wrinkle and spot treatment as well as the importance

of a regimen. This audience is mainly grandmothers and pre­retirement age women. The best

way to reach this audience is through friends and word of mouth as well as large retail shops.

The last group is women in their 60s, create a focus on treatment of existing wrinkles

and blemishes. Women in this audience are grandmothers who are retired and have a lot of

down and personal time. Reaching this audience is best done through magazines, such as Salt

Lake Magazine and LDS Magazine, and spa distribution.

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Retailers

Ulta

http://www.ulta.com/ulta/common/about.jsp

Sephora

http://www.sephora.com/customerService/contactUs.jsp?mediaId=10700018

Local Spas

The Spa Club

https://www.thespaclub.com/contact-us/

Grand America Spa

http://www.grandamerica.com/contact-us/media-center

Matrixx Spa & Massage

http://matrixmassagespa.com/contact-us/

Sego Lily Mind & Body Spa

http://www.segolilyspa.com/contact-us/

Align Spa

http://www.alignspa.com/contact.php

Resort Spas (Ski Resorts: Deer Valley, Sundance, Park City etc.)

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Dermatologists

Utah Valley Dermatology Center­­ http://www.uvderm.com/

The Dermatology center of Salt Lake ­­ http://www.jensenderm.com/

Alpine Dermatology­­ http://alpineskin.com/

Gateway Aestitics­­ http://gatewaylasercenter.com/Dermatology.html

Aspen Dermatology­­ http://myaspenderm.com/

Northern Utah Dermatology? ­­http://www.northernutahderm.com/

Collaborations

Nu Skin

https://www.nuskin.com/en_US/corporate/help/contact.html

LifeVantage

http://www.lifevantage.com/company/contact-us/

Basic Research

http://www.basicresearch.org/contact.php

Doterra

http://www.doterra.com/#/en

Sibu Beauty

http://www.sibubeauty.com/

Young Living

http://www.youngliving.com/en_US/products/essential-oils/blends/thieves-essential-oil

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Messages

Muvazi needs to create messages to each of their key publics. They should be selling how

they are different and unique from their competition. Answer the ‘So what’ questions. Why use

Muvazi, other than for wrinkle repair. Sell a lifestyle to each audience and a service to retailers.

Try to keep the messages short and quality driven. Our messages focus around 2 words that

detail benefits of buying and using Muvazi.

Current

Renew the skin you’re in!

Renew, Restore, and Deliver results!

Key Ideas

Double the quality, Double the results

Efficacy, Safety, and Quality

Slogans

20s­ Crisp, Clean, Muvazi

30s/40s­ Fast, Functional, Muvazi

50s­ Renew, Repair, Muvazi

60s­ Classic, Caring, Muvazi

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Strategies and Tactics

Strategy One: Create an individual and specific social media/media campaign for each target

audience in order to achieve brand awareness and create new/returning customers.

Tactics:

Use checklist to create campaign content. 1) Color scheme & fonts 2) Graphics 3) Social

media posts 4) Brief description of how to reach target 5) Slogan

Create campaign for the segmented audiences

Strategy two: Create relationships with key retailers, spas, and bloggers to get Muvazi carried

Tactics:

Call, email, and meet with desired companies (see Key Publics list)

Offer online and YouTube bloggers sample or complimentary products to

review/recommend

Strategy 3: Create brand awareness and relevance by attending key events related to Muvazi

products and audiences

Tactics:

Register and attend various events

http://www.southtowneexpo.com/calendar.html

https://register.growtix.com/es/what_a_woman_wants_april

http://greenband.com/healthy-exhibitor/

Hold contests or offer special deals or incentives at events for people attending

Give out Muvazi merchandise (headbands, tshirts, pens, towels, hats, etc).

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Muvazi Commercial Ad Storyboard

Ideal media outlets to feature the ad:

∙ YouTube channel

The ad is likely to last 30 seconds or less to appeal to people to watch the whole thing. A

longer ad can later be produced to follow up this one after people take an interest in

Muvazi and decide to learn more about the product. The longer ad can include actual

testimonials and a more in depth explanation of what Muvazi is. The purpose of this ad is

to spark an interest for people to want to learn more about Muvazi and want to go to the

Muvazi website, Facebook, etc.

Setting:

Commercial takes place outside in a vacation cabin where the backyard is open to the forest.

There is a middle­aged (early 40’s) couple doing yoga on a wood porch of the cabin. The

background includes many trees, healthy fresh soil, wood particles, and plants. The couple is in

a bright environment giving off the essence of freshness and natural features. The woman in the

commercial (who we will refer to as Jane Doe) plays the main character and has all of the

dialogue. The man (who we will refer to as John Doe) in the commercial plays as a secondary

character to play on the backstory that they are a married couple who has children in their early

to mid­teens, which allows the couple to have minimal responsibilities than that of young parents

with small children.

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Camera fades­in on middle­aged couple doing yoga on the back porch of their vacation

cabin.

Camera pans slowly around couple as Jane begins introductory dialogue.

Jane: “I never thought I’d have the opportunity to do the things that help me stay rejuvenated

and healthy, including taking care of the fine lines and wrinkles that mature skin brings.”

Camera cuts to a close up of Jane’s hands holding a Muvazi cream. Camera then cuts to

Jane actually putting the face cream on in the mirror.

“ The Muvazi line has the perfect skin care system that helps renew and restore damaged skin.”

Jane’s Narration continues on shot of Jane applying Muvazi in the mirror: “Muvazi shows

results almost instantly and with its all natural ingredients it works on a variety of skin types.”

Camera cuts to picture of oat­beta glucan to give viewers a visual look at one of the main

natural ingredients of Muvazi

Jane: “Muvazi is rich and has higher quantities of oat­beta glucan than any other face product on

the market.”

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Camera cuts to image of before and after of an eye that has used Muvazi

Jane: “Muvazi has been clinically tested to have real results and is 100% satisfaction

guaranteed.”

Camera cuts back to couple on the cabin porch in a different yoga position

Jane: “Muvazi. Renew the skin you’re in.”

Complete Muvazi line fade in on the same frame of couple doing yoga and camera focuses

in on Muvazi products while focusing out the couple making them become blurred into the

background. Camera then fades out to end commercial.

By clicking on the ad it should direct viewers to website, Facebook, or YouTube channel.

Links in the description of actual ad should also be provided for all media outlets for

Muvazi.

The End

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Calendar

In order of priority, social media would be a continuous project posting daily and would

begin as soon as possible ideally May 11th. Testing can take a while to complete so the need to

get started on that is obvious, ideal goal is May 11th as well. While you are waiting on test

results the website can be under construction, upgrades normally take a month depend on the

complexity of the site. We want to keep muvazi simple and clean, we believe it can take under a

month to complete. After testing and the website have been completed relationship building and

endorsements can begin. Endorsements time is two weeks with one week finding a source and

one week to let them experience and use product, start date is the 15th of June, ending on the

29th. The final element to relaunch Muvazi is the video with casting, production, and editing we

expect the process to take at least two months. Starting the 1st of June and running through the

end of July for a fall re­launch of Muvazi.

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Budget

Media Advertising & Research

Muvazi relies/will be relying heavily on social media and online outlets to advertise because

generally it is lower in cost. Our goal is to take the online advertising to higher level and build

on the shares, “likes,” and views that Muvazi currently sees. YouTube advertising is effective

and can reach a large range of audiences.

The following advertising costs are rough estimations based on averages found from Google

Adwords’ users. Costs vary upon how long you want an ad, how many adwords you include in

an ad, how the ad will be created, etc.

Advertisers can target viewers by age, gender, location or by what types of videos they like to

watch on YouTube. Generally, advertisers pay incrementally more for focused target audiences.

Since YouTube ads are customized completely by the company, Google Adwords has a bidding

page where you can get a more accurate and precise price range. The following is the direct link

for questions regarding the bidding process:

https://support.google.com/adwords/answer/2459326?hl=en.

For YouTube ads, Muvazi will need to create a Google adwords account, which is free, and the

account will need to be linked to their YouTube channel. Google adwords comes with some

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language and terminology that you may need to know to interpret the costs below. Please refer

to www.google.com/AdWords for further questions or detailed descriptions.

YouTube advertising costs:

Average total costs range between $10­$30

+/­ $2,000 approx. for 10,000 views to start

$.10 for low­end ads

$.30 for high­end ads

The following is a link to an article that also explains the and provides examples of how these

costs are broken down for YouTube/Google Adwords:

http://www.pennapowers.com/how­much­do­ads­on­youtube­cost/

To make YouTube ads and even possible TV commercials in the future, video production and

copywriting will be crucial elements to consider to create professional and appealing ads.

The following costs are the lows, averages, and highs that you will find in the video

production/media industry.

Video production costs:

$850 (low)

$1200 (average)

$1500 (high)

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Below are a few options for local productions companies in Utah who have outstanding online

reviews. Most of their pricing varies on type of work and some charge flat rates, while others

charge hourly/daily. However they all fit the pricing ranges stated above.

Levitate USA (801) 396­4097 Starts at $999

Copperfish Media (801) 676­6545

Lone Peak Productions (801) 521­5567

Impatient Cow Productions (801) 413­2876

Copywriting will consist of anything from the writing of a commercial, advertisements, articles,

etc. to storyboarding for commercials/ads/campaigns. Below are different averages of pricing in

the industry and the ways that this service can be charged (can be charged per word, per hour, or

if the project is large it can be charged as a projects as opposed to length or word count). This

pricing varies as well from agency to agency and on the time frame to come to the finished

product. Some of the video production companies also provide this service. However to keep

costs low this would be a good job for an intern so that Muvazi will be able to charge per word

($1.00­1.50 per word).

Advertising copywriting costs:

$120 high/hour

$33 low/hour

$66 average/hour

$750 high/project

$250 low/project

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$525 average/project

$1.50/word

Campaign development or product launch:

$150 high/hour

$60 low/hour

$82 average/hour

$7,500 high/project

$1,500 low/project

$3,740 average/project.

Relationship Building

Building relationships with salons and retailers is another key element that we feel will help

Muvazi gain exposure because those places usually have loyal customers/clients that trust their

judgment. Muvazi will be more convenient for consumers to purchase in places like this. To

release Muvazi in a retail environment the salon/retailer will receive a percentage of each sale of

Muvazi.

Another major way to create relationships is, again, social media. People spend more time

online than watching regular TV. Building relationships with make­up gurus and bloggers

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would create a great impact for Muvazi because their viewers, readers, etc. trust what they say

and would be more prone to being motivated to try Muvazi.

Something that Muvazi will need to be prepared for are samples. Many places and people will

not want to commit to buying a cosmetic product if they cannot try it first. Instead of handing

out samples to the everyday consumer Muvazi can consider producing samples strictly for

salons, retailers, and bloggers/gurus so that costs wont run as high.

Below are a few key points and price breakdowns to remember when creating relationships:

Costs for Muvazi in Spas/Salons

Samples for Spas­ Depends on sales, spa receives 5% of total sales in samples the

next month.

Muvazi whole sets for bloggers­ $49.99 for 4 or 5 bloggers a month.

Information for spas and salons provided by:

Executive Recruiter Suzanne Gerken (385)209­8235

Brickhouse Retreat Salon & Day Spa (801)545­0445

Events

Events are a great way to put Muvazi out there. Muvazi representatives can interact face­to­face

with consumers and network with other business. Ideal events would include make­up events,

the “What a Woman Wants” Expo., other cosmetic events, etc.

Event Costs

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Registering­ (What a woman wants expo) between $300­500

Table space/rentals­ $500­$1000

Other Ideas for Muvazi Exposure

Below are a few more ideas that Muvazi can utilize to gain more exposure and more people

interested to learn about Muvazi and an approximate cost of how much these ideas will run.

Interview focus groups compensation and costs:

Standard industry cost is a per day flat fee (instead of hourly) ranges from

$45­$125, depending on length of focus group and if testing is involved.

Cost of running will include room rental, staff hourly rates, and product (if any

will be present), and refreshments (usually beverages and light snacks are

provided for participants).

Total max: $1740

Hire an Intern/student:

$1,000­$2,500 per semester.

Student minimum wage­10/ hr.

Hire a degree holding employee to run social media:

averages $20/ hr.

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Merchandise giveaways (social media or events):

Promotional items that have the Muvazi logo

headbands, mirrors, towels, hair clips, small samples, nail polish, etc.

Budget $7,000 (for items themselves plus printing costs, depending on

quantity.)

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Recommendations

Based off our research and personal experience we would like to recommend the

following measures be taken outside of marketing efforts and brand building to ensure Muvazi’s

success.

First, 3rd Party testing, outside testing ensures that consumers can trust the claims made

and allows for product protection and liability with possible problems.

Next, the creation of a facial line or spa grade line will help get Muvazi into spas and

salons and recommended by estheticians. They like to have a service they can sell instead of just

product. If you give them the incentive of the ability to add “Muvazi spa facial” on their services

menu it creates value for them and more willingness to distribute product. Having a spa line also

allows for consumers to test product and experience product without having to send out samples

at Muvazi’s own cost.

We also recommend getting endorsements from a dermatologist or esthetician to

create consumer trust and brand reliability. There is also added brand value in being associated

directly with skin health and the beauty industry, many estheticians are willing to do consulting

for beauty products as well, it would be beneficial to hire one to do some consulting for Muvazi.

In terms of product distribution and exposure the largest advantages for Muvazi will be in

hiring a social media manager or at the very least inter to create an online presence and show

that Muvazi is modern. We strongly strongly advise against the multi­level marketing

structure of distribution is wasn’t received well in our research. Spa and salon distribution has

the same mention benefits and personalized recommendation with much more trust and less

pressure.

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Our final recommendation is to revamp your website. Stick with a simple, clean and

easy­to­use wire frame with a continuous scroll. We would also like to see a new font something

a little less ordinary and a different color scheme, something a little more fresh to play on the

natural aspect of Muvazi. Concentrate on the use of images with less text; research section is the

one exception to this but don’t forget images in that section as well. There are also a few

glitches in the current website with overlapping text that makes certain portions hard to read.

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References

CBS Evening News with Dan Rather, accessed via the internet, Feb. 18, 2015. http://web.a.ebscohost.com.ezproxy.lib.utah.edu/ehost/detail/detail?sid=721878e2-1405-

4993-8f5f-48978dab29d0%40sessionmgr4002&vid=19&hid=4101&bdata=JnNpdGU9Z

Whvc3QtbGl2ZQ%3d%3d#db=n5h&AN=32U1059450794CB1

Dermalogica, accessed via the internet, Feb. 17, 2015.

http://www.dermalogica.com/age-smart/age_smart,default,sc.html

MUVAZI Organic Ingredients. (n.d.). Retrieved February 18, 2015, from

http://www.muvazi.com/organic-ingredients.html

(n.d.). Retrieved February 18, 2015, from

http://www.marykay.com/en­US/TimeWise­Replenishing­Serum C­/100744.partId

(n.d.). Retrieved February 18, 2015, from

http://www.lorealparisusa.com/en/Products/Skin-Care/Treatments/Revitalift-Daily-Volu

mizing-Concentrated-Serum.aspx#ingredients

NuSkin, accessed via the internet, Feb. 17, 2015.

https://www.nuskin.com/content/nuskin/en_US/products/nuskin/ageloc.html

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Olay, accessed via the internet, Feb. 17, 2015. http://www.olay.com/en-us/skin-care-products?page=/en-us/skin-care-products#viewtype:gridview/facets:need-facets=anti-aging/category:skin-care-products/page:0/sortby:popularity-desc/cwidth:3/pscroll:

Olay, accessed via the internet, Feb. 17, 2015.

http://www.amazon.com/s/ref=sr_st_review-rank?keywords=anti+aging+kits&qid=1424227391&rh=n%3A3760911%2Ck%3Aanti+aging+kits&sort=review-rank

ProX Intensive Wrinkle Protocol. (n.d.). Retrieved February 18, 2015, from

http://www.olay.com/en-us/skin-care-products/prox-intensive-wrinkle-protocol

WebMD, More Hope In a Jar? The Anti­Aging Skin Care Promise

http://www.webmd.com/beauty/aging/more-hope-jar-anti-aging-skin-care-promise?page=

2

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Appendix

Survey Questions & Results:

1)Have you used anti aging skin care systems?

Yes: 31%

No: 69%

2) If, so what skin care systems have you used?

Comfort zone Skinceuticals (2) Proactiv (2) Dermalgica (2) Mario Badescu Neutrogena (2) Retin­a eye cream Mary­Kay (2) Clinique (3) Philosophy Simple Aveeno (2) Dr. Perricone Oil of Olay Rodan & Fields Revlon Kiehls

3) How often do you change up your skin care regimen?

About every month: 10% Every few months: 22% Once a year: 24% I have had the same routine for years: 43%

4) How open are you to trying new skin care products?

Very open: 25% Somewhat open: 48% Indifferent: 6% Not very open: 19% Not open: 1%

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5) How important is quality and speed of results in a skin care product to you? Product quality: 8.8 on scale of 1­10 Quick results: 7.7 on scale of 1­10

6) What is your age?

18 (2) 19 (7) 20 (7) 21 (4) 22 (7) 23 (5) 24 (7) 25 26 27 (2) 28 (3) 30 31 35 37 42 44 47 (3) 48 (2) 49 52 54 57 (2) 58 59 69 70

7) What is something you wish you could achieve with your current skin care system? To look younger: 15% Moisture: 21% Healthier skin/less acne: 56% I do not have a current skin care system: 8%

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8) How likely would you be to use Muvazi if it had a celebrity endorsement? 4.1 on scale of 1­10

9) How likely would you be to use Muvazi if it was endorsed by an esthetician?

6.6 on scale of 1­10 10) How likeley would you be to use Muvai if it was endorsed by a dermatologist?

8.2 on scale of 1­10 11) Are you receptive and interested in makeup/ skin care companies that are run by personal consultants and handled by multi level marketing? (Mary Kay and Scentsy are good examples.)

Yes: 29% No: 71%

12) Please explain why you are or are not receptive and interested in personal consultant run companies.

Receptive: Personal level interaction (4) Personalized for skin type (2) Previous good experience (2) Hands on testing (2)

Not Receptive Too pushy (7) Seems like scam (5) Too hard to contact consultant Not trusted in results (2) Pricey (2) Order requirements (3) Would rather go to source Prefers esthetician who knows needs Not truely educated about skin and product effects (2) Too many out there Too complicated Having to host a party

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13) Which platform is more appealing to you when viewing an advertisement? TV: 28% Blog/ Vlogs: 25% Amazon: 5% Billboards: 0% Social Media: 41% Email: 2%

14) What is your gender?

Female: 63 Male: 3

15) Where do you enjoy purchasing skin care products from?

Salons and spas: 33% High end retailers: 31% Online retailers: 9% Dermatologist’s office: 9% Products direct from website: 17%

16) How much are you willing to spend on your skin care products?

$0­$25: 30% $26­$50: 47% $51­$75: 12% $76­$100: 9% $101+: 2%

17) How much would you expect to pay for the product in the picture above? (Muvazi)

Average $66.48 on scale of $20­$135 18) How attentive are you to what is in your skin care products?

6.7 on scale of 1­10 19) How important are natural products to you and your skin care?

6.8 on scale of 1­10

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20) Where do you receive news and information about new products? Advertisements: 15% Social Media: 23% In store: 17%

Friend recommendation: 45% 21) Which social media platform do you use most? (Choose 2)

Facebook: 78% Twitter: 7% Instagram: 54%

YouTube: 9% SnapChat: 12%

LinkedIn: 3% 22) How often do you use social media?

Never: 2% Once a month: 0% 2­3 times a month: 3% Once a week: 0% 2­3 times a week: 9% Daily: 86%

23) Would you like to see Muvazi on social media keeping you up to date on products and specials?

Yes: 49% No: 51%

24) What is your annual income?

$0­$35k: 60% $36­$60k: 20% $61­$100k: 13% $101k+: 7%

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Ashley Morrison, Olivia Bergmann, Katelynn Reed, Jessica Salaz

M U V A Z I

BackgroundPrimary Research

New Products:45% try products based on a friend recommendation, 23% based on social media

64% enjoy purchasing skin care products at salons, spas, and high end retailers

Importance of product quality was rated 9 on a 10 point scale

Advertisements:41% prefers advertisements on social media, followed by 28% for TV/blogs

Social Media:78% Facebook, 54% Instagram

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BackgroundSecondary Research

Market outlook:-Close to 9.8 billion dollars of the skincare market (109% increase since 2007)

Competition:-Dermalogica Age Smart

-NuSkin’s AgeLoc’s

Ingredients:-Many key ingredients contain numerous chemicals and alcohols (i.e. glycerin, butylene clycol, sodium hydroxide, benzyl benzoate, fragrance, etc)

-Most natural ingredient is water

Situation AnalysisMuvazi offers a complete line of skincare products that offers more concentrated amounts of active

ingredients providing a higher efficacy rate in a shorter amount of time for the customer.

Muvazi believes in adding ingredients to their products to achieve substantial results rather than simply meeting standards to include the ingredient name on a packaging label.

ChallengesObtaining new customers

Creating return/loyal customers

Creating brand recognition

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Core Problem/ Opportunity

Problem

Muvazi’s core problem is breaking into the oversaturated skin care market in order to obtain new and loyal

customers to ensure sales.

Opportunity

Muvazi has the opportunity to set itself apart from other popular anti-aging lines in being a natural, green product with its specific Oat Beta Glucan System that is unique and available at a reasonable and competitive price.

Goals & ObjectivesGoal:

Be a relevant and successful competitor in the skincare market with substantial customer loyalty and visibility by offering a unique product at a competitive price.

Objectives:1) Create visibility to obtain new customers

2) Distribution in retail stores and spas3) Promote brand recognition for loyalty

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Key PublicsConsumers

20s- Preventive

30s/40s- Importance of treating changing/aging skin

50s- Wrinkle/spot treatment, importance of a regimen

60s- Treatment of existing wrinkles/blemishes

Key PublicsKey Retailers Local Spas

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Key PublicsDermatologists & Estheticians

Key PublicsBlogs Collaborations

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Messages20s- Crisp, Clean, Muvazi

30s/40s- Fast, Functional, Muvazi

50s- Renew, Repair, Muvazi

60s- Classic, Caring, Muvazi

Muvazi “Renew the skin you’re in”vs

Olay “Love the skin you're in”

Strategies

Create an individual and specific campaign for each target audience

Create relationships

Create brand awareness

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Tactics Create and execute a media campaign

Hire a social media intern and a skin care consultant

Establish relationships with desired companies

Offer online and YouTube bloggers sample or complimentary products to review/recommend

Register and attend various events

Social Media Example

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Example

“Fast. Functional. Muvazi.”

BudgetAd costs: $1000-3000

Video production: $1200

Copyright: $600/project

Air time/play: $125,000

Interview Focus Groups: $1740

Merchandise giveaways/contests: $7000

Student: minimum wage

Intern: $1000-2000/semester

Employee: $20/hour

Samples for bloggers: $49.99/each

Event registration: $500-$1500 quarterly

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Calendar

Thank you

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