Mulberry PR and Marketing Pack

MULBERRYCOSMETICS

CONTENTS

INTRODUCTION 5

1. Pre-Launch 6

2. Press Release 8

3. Press Event 10

4. The Launch 12

5. Target Media 14

6. Target Online Media 16

7. Target Bloggers 17

8. Famous Faces 18

9. Celebrity Seeding 20

10. Special Events 22

11. Calendar 24

12. Features Gird 25

13. Social Media 26

14. E-commerce Store 28

15. Advertising Campaigns 30

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INTRODUCTION

This PR booklet shows how Mulberry Cosmetics will build product awareness to lead to public support and product sales. Through pre-launch, launch

and post-launch events, PR will be used to introduce press, famous faces and ultimately consumers to Mulberry’s new product line. As an extension to

the already well established Mulberry product portfolio, the cosmetics range will continue with the brands current identity abling current consumers

to instantly recognise and connect with the new cosmetics brand.

The mix of PR, advertising and marketing will be combined for maximum impact to enrich the image of Mulberry Cosmetics. In this strategy is the

use of Felicity Jones as an endorser; which will add to Mulberry Cosmetics’ credibility and can influence consumers into purchasing (Financial Post,

2013). The collaboration with Felicity Jones for Mulberry Cosmetics is a natural fit, one which Mulberry hopes to continue throughout its first stages

to becoming a nationwide premium cosmetics brand with a true British heritage.

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1. Lead up to Launch

From primary research, target consumers of Mulberry Cosmetics engage with brands through social media and frequently search hashtags to become involved with the brand. Therefore, in the lead up to the launch, social media will be a major part of promoting the new cosmetic collection. By using the hashtag #somethingbeautiful it is suggestive of a beauty range yet still keeping the excitement for the launch day. The #somethingbeautiful campaign will be across all forms of social media that Mulberry currently use.

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2. Press ReleaseThe introduction of the new Mulberry cosmetics range will allow the Mulberry customer to further embrace the brand lifestyle, by using exquisite products that are inspired by the cool of the city and craft of the countryside. The campaign is being modelled by the beautiful English actress, Felicity Jones and in her honour; Mulberry has named a foundation after her.

The campaign images are shot by photographer Tim Walker who worked with make-up artist Lisa Eldridge creating the look for the shoot. Lisa said “the Mulberry cosmetic range is a delight to use and has a wonderful selection of products to create beautifully fresh looks.”

The complete collection includes foundations and powders that come in a variety of tones for all skin types. With a compilation of neutrals and brights for eye shadows; and with lipsticks and gloss colours ranging in soft nudes to deep reds, Mulberry cosmetics can be used to create any look desired.

The collection is priced between £18 and £38 and can be found at Brompton Road, New Bond Street and Westfield White City Mulberry stores and exclusively with Selfridges. Select department stores will stock Mulberry cosmetics at a later date (Harrods and Harvey Nichols). In addition the collection will be available on mulberry.com/cosmetics and the Mulberry app.Available March 17, 2015.

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3. Press Event

To inform the target press about the collection, the top 20 beauty directors and editors will be invited to a ‘press breakfast.’ The event will be held at a top London luxury hotel, Claridges, within the Clarence dinning room. Make-up artists will be on hand for the day to transform the press members using the new line of products.

Envelope

Invitation Front Invitation Back

Who will attend

COSMETICSMULBERRY

Mulberry invites you to the introduction of

Mulberry Cosmetics

Monday 9 March 20159.30am - 11am

ClaridgesThe Clarence Room

Brook StreetMayfair W1K 4HR

RSVPCat Wickins [email protected] 491 4323 / 0759 565 3440

#somethingbeautiful

COSMETICS

No. Name Publication Job Role

1. Funmi Fetto Vogue Acting Beauty & Health Director

2. Sophie Bloomfield Harpers Bazaar Beauty Director

3. Sophie Beresiner Elle Beauty Director

4. Kathleen Baird-Murray PORTER Beauty Director

5. Liz Hambleton Grazia Beauty Director

6. Lisa Oxenham Marie Claire Beauty and Style Director

7. Malena Harbers Instyle Beauty Editor

8. Francesca White Tatler Beauty Editor

9. Alessandra Steinherr Glamour Beauty Director

10. Eve Cameron Good Housekeeping Associate Editor/ Beauty Director

11. Jo Glanville-Blackburn Woman and Home Freelance Beauty Director

12. Evie Leatham Stylist Beauty Director

13. Rebecca Newman ES Magazine Beauty Editor

14. Edwina Ings-Chambers The Sunday Times Style Health & Beauty Director

15. Prue White The Times Magazine Associate Beauty & Style Editor

16. Sali Hughes Weekend (The Guardian) Beauty Editor

17. Sonia Juttla Stella Beauty Editor

18. Sarah Barclay You Magazine Beauty Editor

19. Amy Packer S Magazine Beauty Editor

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4. The Launch

The official launch of Mulberry Cosmetics will be held at the New Bond Street store. Guests to be invited will include key press from target print media, newspapers & supplements, online media, bloggers and famous faces. As the exclusive stockist of Mulberry Cosmetics, Selfridges will supply British themed canapes and unique cocktails for the evening. Each guest will be given a gift bag with a selection of the cosmetic line and Selfridges products.

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5. Target Print Media

These magazine titles have been chosen for their readership base that cover the target market for Mulberry Cosmetics consumers.Primary research has suggested that when products are featured in print media it encourages them to explore new products.

Newspapers & Supplements

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6. Target Online Media

Primary research suggests that consumers check online reviews before purchasing products, therefore to get coverage on the following sites would promote the Mulberry cosmetics range:

• elleuk.com• vogue.co.uk• theguardian.com/uk• harpersbazaar.co.uk• graziadaily.co.uk• telegraph.co.uk• instyle.co.uk• redonline.co.uk• howtospendit.ft.com• glamourmagazine.co.uk• dailymail.co.uk• totalbeauty.com

7. Target Bloggers

Targeting key bloggers is also key to boost awareness of the new Mulberry range. The top fashion and beauty bloggers will be targeted to write features and experience Mulberry cosmetics.

• London beauty queen• British beauty blogger• Lips so facto• Pixiwoo• The beauty shortlist• Strawberry blonde• Reallyree• Vivanna does make up• The Sunday girl• Liberty London Girl• DisneyRoller Girl• Style Bubble

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Mulberry’s Cosmetic new ‘Famous Faces’ list is compiled of “Achieved Celebrities” who have achieved their fame through their works (Rojec cited in Pill, 2009:624).

Focus group research has suggested that the current faces used need to be expanded upon and for Mulberry Cosmetics to use more faces seen in daily media coverage such as Michelle Dockery, Cressida Bonas and Kate Beckinsale.

These new faces will be targeted to use the new product range.

8. Famous Faces

Alexa Chung Fearne Cotton Poppy Delevingne Jameela Jamil Emma Willis

Cara Delevingne Tallulah Harlech Rebecca Hall Juno Temple Rae Morris

Cressida Bonas Felicity Jones Kate Beckinsale Michelle Dockery Jess Glynne

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9. Celebrity Seeding

Products will be gifted to a select list of famous faces, make-up artists, bloggers and press in order to gain media coverage and column inches (Posner, 2011). Press and a select list of Bloggers will be gifted when each new product is released to ensure maximum coverage. Each gift will be sent in a gift bag addressed to the receiver and their place of work, blog or agency.

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10. Special Events

Mulberry Cosmetics will hold events to reward end-consumers with the aim of creating brand loyalty and promotion of certain products. The special events could include exclusive gift with purchase, meet and greet with professional make-up Lisa Eldridge, who created the looks for the campaign, or a competition to win a section of Mulberry Cosmetic products.

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11. PR Calendar

The above PR calendar indicates scheduled press features, advertisements, events and happenings with online promotions for Mulberry Cosmetics from November 2014 to April 2015. Using a PR calendar is central to tracking what has been confirmed and can be used as a performance guide to see improvements year on year.

Features Editorial Advertising Requirements Issue Date Copy Deadline

VogueCosmetic collection preview in 'Looking forward to 2015' Double Page

Samples, Press release, Beauty shots, Cut-outs of products

Jan 2015 Issue out Decemeber 8 weeks before

ElleExclusive Beauty editorial with Felicity Jones Single Page

Samples, Press release, Cut-outs of products

March 2015 Issue out February 8 weeks before

Harper's BazaarInterview with Felicity Jones and Lisa Eldridge No


February 2015 Issue out January 10 weeks before

Porter Mother's day competition No

Samples, Press release, Beauty shots, Cut-outs of products, Collection of products for competition

March 2015 Issue out February 8 weeks before

InstyleCosmetic collection announcement No


Jan 2015 Issue out Decemeber 9 weeks before

TatlerCosmetic collection announcement No

Press release, Beauty shots, Cut-outs of products


GraziaCosmetic collection 3 weeks to launch No


Late February 2015 issue 4 weeks before

Glamour What's in my make-up bag? NoSamples, Press release, Beauty shots, Cut-outs of products

April 2015 Issue out March 8 weeks before

Marie ClaireCosmetic collection announcement 'Beauty News' Single Page



Good Housekeeping New spring beauty must haves' NoPress release, Beauty shots, Cut-outs of products

April 2015 Issue out March 8 weeks before

Woman and HomeCosmetic collection announcement No



Cosmopolitan Hot right now feature No Press release, Cut-outs of productsMay 2015 Issue out April 8 weeks before

StylistCosmetic collection announcement No


Early March 2015 Issue 4 weeks before

Fabulous Mother's day beauty NoSamples, Press release, Beauty shots, Cut-outs of products

Mid March 2015 Issue 5 weeks before

You Magazine Collection Review NoSamples, Press release, Beauty shots, Cut-outs of products Early April 2015 Issue 4 weeks before

12. Features Grid

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Key External Dates X M

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Key Internal Dates

#somethingbeautiful ad campaign finalised

Team meeting to clarify schedules to ensure launch on time

Team meeting to check everything is in place for launch in a month L

AU

NC

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WE

EK

Team meeting to understand success one month after launch

Advertising

Press

Send out Press release to all target media

Vogue cosmetic collection preview

Harpers Bazaar Interview with Felicity Jones and Lisa Eldridge

InStyle Cosmetic collection preview. Tatler Cosmetic collection announcement

Marie Claire Announcement in 'Beauty News'

Elle Beauty Editorial with Felicity

Porter Mothers Day Competition

Grazia Cosmetic Collection announcement 3 Weeks till launch

Stylist cosmetic collection announcement and 'trend on trial'

Good Housekeeping 'New Spring Must haves.' Fabulous 'Mothers Day Beauty'.

Woman and home cosmetic collection announcement

Online media announce full launch

You cosmetic collection review

Cosmopolitan 'Hot right now feature'

Events

Press Breakfast at Claridges with 20 key press contacts

Press day held for all press

Launch party at New Bond Street Store

Vogue festival: make-up tutorials. An opportunitity for new consumers to purchase

Online #somethingbeautiful campaign launches on website. Blurred campaign image changed each week.

Reveal Felicity Jones as brand endorser over all media forms

Ecommerce site upload cosmetics for sale

April

#somethingbeautiful ad campaignFelicity Jones campaign: underground, piccadilly

circus & print

November

#somethingbeautiful campaign continues across all media: fb, t, inst, g+, website

Felicity Jones campaign: underground

December January Febuary March

The above features grid tracks all publications that have been confirmed, what reseources each publication needs and the deadline dates for publication. The grid can also be used to analyse the relationship between advertising and PR.

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13 Social Media

Social Media is paramount to launching Mulberry Cosmetics. As mentioned previously, in the lead up to the launch a blurred image of the Felicity Jones advertising Campaign will be used to create excitement and mystery. To gain a wide audience pre-launch and launch campaigns will be across all social networks that Mulberry currently use.

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14. Digital Marketing - E-commerce Site

To create a seamless approach to the consumer experience and as another vehicle to relay the brands ethos (Sheikh,2009), Mulberry Cosmetics will offer a variation of channels to purchase from. According to primary research, consumers like to have options as to where they purchase cosmetics.

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15. Advertising Campaigns

Central to Mulberry Cosmetics launch is the use of an endorser to create a high quality perception of the brand to the consumer (Pill, 2009:626).

Felicity Jones will be endorsing Mulberry Cosmetics and will be used in the advertising campaigns to be featured in print, online and digital media.

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To promote Mulberry cosmetics around London, advertising will be used on the underground escalators and at Piccadilly Circus ‘Lights’. These are prominent destinations for consumers who travel to work on the underground. Piccadilly Circus receives over 1 Million visitors weekly with half of these being under 35 and a quarter under 45 (PiccadillLy Light, 2014), capturing a large amount of Mulberry Cosmetics target consumers.

Underground and Piccadilly Lights

Documents

Mulberry PR and Marketing Pack