Emily Gose

SC3353

Spring 2014

Section 001

                                               

Strategic Message Planner: Poison Kiss Lipstick & Plumper

1. Advertising goal

• The campaign’s goal is to create a strong brand image for the new Poison Kiss Lipstick &

Plumper.

2. Client: key facts

• Poison Kiss Lipstick & Plumper is a new product manufactured by Nature4me.

• Nature4me is an all-natural cosmetics line founded by Emily Gose in 2011. Gose founded

the company while she was still a freshman at Oklahoma State University.

• The company’s headquarters and two factories are located in Dallas. Nature4me’s top-

selling products include all-natural mascara, eye shadow, blush, foundation and lipstick.

• Nature4me sells its products exclusively to Wal-Mart and Target superstores in the

United States.

• The company’s total revenue in the past fiscal year was $75 million. According to Beauty

Magazine, Nature4me was the highest grossing all-natural cosmetics line for the year

2013.

3. Product: key features

What is the product?

• Poison Kiss Lipstick & Plumper is a new all-natural lipstick and plumper that is made

with pure Bee Venom.

• Poison Kiss Lipstick & Plumper comes in four shades and offers 12 hours of coverage.

The four shades are named Toxic Plum, Venomous Red, Deadly Pink and Lethal Black.

• Early testing of Poison Kiss Lipstick & Plumper reported that 88 percent of users

showed naturally fuller lips after two applications. Testing also showed that 70 percent

of users had color coverage last for up to 12 hours.

• Poison Kiss Lipstick & Plumper appears in 0.13-ounce tubes at a suggested retail price

of $19.99.

What is the Product made of?

• The ingredients in Poison Kiss Lipstick & Plumper are pure Bee Venom, vitamin E,

Shea butter and avocado oil.

• The Bee Venom in Poison Kiss Lipstick & Plumper stimulates collagen underneath the

lip’s surface to create a fuller and more voluminous pout. The effect is subtle and

provides plumper “Bee-stung” lips.

• The pure Bee Venom comes to Natrue4me factories from Cripple Creek Farms, an all-

natural Bee farm located in Guthrie, Okla.

What is the product’s purpose?

• The purpose of Poison Kiss Lipstick & Plumper is to offer the target audience beautiful

shades of lip color, as well as the opportunity to create fuller lips using all-natural

ingredients. The product was made to give women fuller lips without the use of cosmetic

surgery.

Who and what made the product?

• Nature4me created Poison Kiss Lipstick & Plumper in 2014 to provide a safe, easy and

all-natural way to plump up lips. Poison Kiss Lipstick & Plumper is made in two

Nature4me factories located in Dallas. Nature4me founder Emily Gose supervises the

factories daily.

4. Target audience: demographics and psychographics

Who is the target audience?

• The target audience for this ad is beauty-conscious women from ages 20 to 35 in the

United States. They are middle-class women who are college educated or in the process

of graduating college. They are single, married or married with children.

How would you describe them?

• These women shop at Wal-Mart and Target superstores at least once a week. They buy

healthy, organic foods and prefer all-natural cosmetics.

• They have monthly subscriptions to Beauty Magazine, US Weekly or Cosmopolitan

Magazine. These women are interested in celebrities and the entertainment industry.

• Because of their shopping and reading habits, they are familiar with the traditional

products of Nature4me. However, they are not familiar with Poison Kiss Lipstick &

Plumper, a new product.

• The target audience is conscious about their physical appearance and look to cosmetics

to enhance their features. These women put on facial make-up and use beautifying

products at least three times a week.

• These women prefer all-natural ingredients to improve their appearance.

• The fullness and shape of their lips is a concern for the target audience. Voluminous lips

are a desired feature in today’s culture, and our target audience knows that.

5. What are the product’s benefits?

• Poison Kiss Lipstick & Plumper improves the shape, structure and volume of your lips.

The active ingredient of pure Bee Venom stimulates collagen underneath the surface of

the lips to create naturally fuller lips.

• Poison Kiss Lipstick & Plumper is brought to you by Nature4me and uses all-natural

ingredients including pure Bee Venom, vitamin E, Shea butter and avocado oil. Since

the product is all-natural, it is healthy for your skin and nature-friendly.

• The product comes in four different shades of color and offers 12 hours of coverage. The

four shades are named Toxic Plum, Venomous Red, Deadly Pink and Lethal Black.

6. Direct competitors and brand images

Who are the manufacturer’s direct competitors, or who sells a similar product?

• DuWop’s signature product, Lip Venom, holds 50 percent of the market for lip-plumping

lipstick. It is an all-natural product, and its active ingredients include cinnamon and

wintergreen. Lip Venom was the first lip plumper on the market, creating the lip-

plumping category for the beauty industry. Our target audience views Lip Venom as too

subtle, with an effect that doesn’t last as long as desired. With only cinnamon and

wintergreen used as active ingredients, Lip Venom lacks strength and lasting effects.

• The closest competitor to Lip Venom is Angelina’s Lip Infusion, produced by Celebrity

Beauty Corp. The lip plumper holds 50 percent of the market for lip-plumping lipstick.

This product is sponsored by actress Angelina Jolie. Angelina’s Lip Infusion is not an all-

natural product. It contains the same chemicals found in collagen lip injections. The

product is sold at a suggested retail price of $499.99. Our target audience views

Angelina’s Lip Infusion as too expensive. They also prefer natural ingredients and not the

chemicals found in this product.

7. Indirect competitors and brand images

What are activities or other things that consumers could do or use instead of buying your

product?

• Indirect competitors include lip augmentation, which is a cosmetic procedure that can

give you fuller lips by injecting a dermal filler directly into your lips. Hyaluronic acid is

primarily used as the dermal filler. The side effects of lip augmentation are bleeding from

the injection sites, lip asymmetry, as well as bruising and swelling. Most health insurance

plans will not cover this procedure or the complications that are associated with the

surgery. The cost of lip augmentation is generally $2,000. The target audience likes the

outcome but has a problem with the risks and cost of this procedure.

• Other indirect competitors are applying cayenne pepper and cinnamon directly onto your

lips to create a fuller pout. The target audience generally avoids doing this because the

result is slight and the effect is not lasting.

8. Product brand image

What’s the product’s current brand image?

• Nature4me is known and respected by the target audience. However, the target has not

heard of Poison Kiss Lipstick & Plumper. The target audience has no current brand

image of Poison Kiss Lipstick & Plumper.

What is the desired brand image?

• Our desired brand image is to have Poison Kiss Lipstick & Plumper become a staple in

the target audience’s make-up routine. Ideally, the target audience will view Poison Kiss

Lipstick & Plumper as an all-natural and affordable way to improve the shape, structure

and volume of their lips.

What’s the brand image challenge?

• The primary challenge facing Poison Kiss Lipstick & Plumper as a new product is brand

awareness. The target audience is not aware of this product, so it is important that its

messages get out in a concise and timely manner.

9. Strategic message: the promise

What message should the product send?

• Poison Kiss Lipstick & Plumper is an all-natural and affordable way to improve the

shape, structure and volume of your lips.

10. Supporting evidence: the proof

List any facts that support that message.

• Poison Kiss Lipstick & Plumper uses all-natural ingredients, including pure Bee Venom,

vitamin E, Shea butter and avocado oil.

• Poison Kiss Lipstick & Plumper appears in 0.13-ounce tubes at a suggested retail price

of just $19.99.

• The Bee Venom in Poison Kiss Lipstick & Plumper stimulates collagen underneath the

lip’s surface to create a fuller and more voluminous pout. The effect is subtle and

provides plumper “Bee stung” lips.

• Early testing of Poison Kiss Lipstick & Plumper reported that 88 percent of users

showed naturally fuller lips after two applications.

 

Poison Kiss

PLump up

your lips with a Poison Kiss!

LIPSTICK & PLUMPER

From the makers of Nature4me

DON’T WAIT

induldge yourself in naturally fuller lips today!

Shown  in:  Lethal  Black  

NEW Poison Kiss Lipstick

& Plumper uses pure bee venom as its active ingre-dient to stimulate collagen underneath your lips and leave you with a naturally fuller pout!

 

 

SPX: Sounds of women quietly talking

followed by sounds of opening lipstick

containers. (Establish, then fade)

ANNOUNCER:

SPX: Sounds of women gasping and

whispering in excited voices.

MUSIC: Seductive (Establish, then under)

ANNOUNCER:

ANNOUNCER:

SPX: Sounds of lips blowing a kiss.

(Establish, then fade)

ANNOUNCER:

MUSIC: Seductive (Fade, out at :29)

 

 

Have you always wanted to improve the shape, structure

and volume of your lips? What if I told you all that was

possible without the pain and money of cosmetic

surgery?

New Poison Kiss Lipstick and Plumper from Nature4me

uses pure bee venom as its active ingredient to stimulate

collagen underneath your lips and leave you with a

naturally fuller pout!

Indulge yourself with beautifully fuller lips today, with

new Poison Kiss Lipstick and Plumper. Now available

in four killer shades!

Plump up your lips with a Poison Kiss!

 ###  

Title: Plump Up Your Lips!

Client/Sponsor: Nature4me

Length: 30 seconds

Air Dates: April 3 – May 30

Title: Plump Up Your Lips!

Client/ Sponsor: Nature4me

Length: 60 seconds

Air Dates: April 3 – May 30

WS– Betty and Mary walking into a women’s

restroom (:05)

CU– Betty looking at herself in a mirror (:08)

MS– Mary turns to look at Betty (:03)

WS– Betty and Mary talking to each other in

front of a mirror (:07)

CU– Mary hands Betty a tube of lipstick (:10)

CU–Betty applies the lipstick to her lips then

looks into the mirror with excitement (:10)

MUSIC:

(Fun and upbeat club music. Establish, then under)

BETTY:

I wish there were a safe and easy way I could improve

the shape and volume of my lips.

MARY:

You want to know my secret to fuller lips?

BETTY:

Thank you, but I am not interested in cosmetic

surgery. I prefer to improve my body in all-natural

ways.

MARY:

Try new Poison Kiss Lipstick and Plumper from

Nature4me. It uses bee venom as its active ingredient

to stimulate collagen underneath the lip’s surface to

reveal a naturally fuller pout!

BETTY:

Wow! I can see a difference in the volume of my lips.

-MORE-

Title: Plump Up Your Lips!

Client/ Sponsor: Nature4me

Length: 60 seconds

Air Dates: April 3 – May 30

ANNOUNCER:

Poison Kiss Lipstick and Plumper comes in four

killer shades that provide 12 hours of coverage.

ANNOUNCER:

The secret to naturally fuller lips is now yours.

Plump up your lips with a Poison Kiss!

MUSIC:

(Up and then fade, out at: 59)

WS– Shots of Mary and Betty confidently walking around a crowded party (:08)

CU– Betty blows a kiss in the direction of the camera (:05)

CHYRON (Bottom of frame): Poison Kiss Lipstick & Plumper (:04)

FADE TO BLACK AT: 59

RT–: 59

###

Scene: 1 Shot: WS Scene: 2 Shot: CU

Scene: 3 Shot: MS Scene: 4 Shot: WS

Scene: 5 Shot: CU Scene: 6 Shot: CU

Fun and upbeat club music. Establish, then under.  

I wish there were a safe and easy way I could improve the shape and volume of my lips.

 

You want to know my secret to fuller lips?

 

Thank you but I am not interested in cosmetic surgery. I prefer to improve my body in natural ways.  

Try new Poison Kiss Lipstick and Plumper from Nature4me. It uses bee venom as its active ingredient to stimulate collagen underneath the lip’s surface to reveal a naturally fuller pout!

 

Wow! I can see a difference in the volume of my lips.

 

Scene: 7 Shot: WS Scene: 8 Shot: CU

Poison Kiss Lipstick & Plumper

 

The secret to naturally fuller lips is now yours. Plump up your lips with a Poison Kiss!

 

 

 

Poison Kiss Lipstick and Plumper comes in four killer shades that provide 12 hours of coverage.

 

References

Cynthia Rowland (2014). The Natural Way to Fuller Lips. Retrieved April 3, 2014.

https://cynthiarowland.com/luscious-lips/

Lip Venom (2013). Lip Venom ingredients. In DuWop. Retrieved April 3, 3014

http://shop.duwop.com/tintedprimevenom-1.aspx

WebMD (2014). Lip Augmentation. Retrieved April 3, 2014.

http://www.webmd.com/beauty/treatments/cosmetic-procedures-lip-augmentation?page=1

You Beauty (2014). 5 Amazing Ways to Make Your Lips Fuller & Bigger. Retrieved

April 3, 2014 http://www.youbeauty.com/youtalk/beauty/5-amazing-ways-to-make-your-lips-fuller-bigger

Picture References

Daily Mail Online. [Photo of girl in black dress looking into mirror]. Retrieved April 5, 2014

from: http://www.dailymail.co.uk/femail/article-2005586/Lose-reflection-gain-better-perspective-Nine-women-hate-looking-mirror-happens-stop.html

Dreamstime. [Photo of girl holding out lipstick]. Retrieved April 5, 2014 from:

http://www.dreamstime.com/stock-photo-girl-curlers-styling-hair-applying-make-up-young-woman-preparing-to-party-having-fun-red-lipstick-hand-retro-style-blue-image33424160

Fidermdoc. [Photo of women looking into hand-held mirror]. Retrieved April 5, 2014 from:

http://www.fldermdoc.com/understanding-skin-condition-vitiligo/

Shuttershock. [Photo of two women at party]. Retrieved April 5, 2014 from:

http://footage.shutterstock.com/clip-3288419-stock-footage-two-happy-diverse-wo

Shuttershock. [Photo of three girls standing in bathroom]. Retrieved April 5, 2014 form:

http://www.shutterstock.com/s/looking+in+the+mirror/search.html

The Nervous Breakdown. [Photo of three women walking]. Retrieved April 5, 2014 from:

http://www.thenervousbreakdown.com/chawkins/2011/05/the-playlist-of-c

Visual Photos. [Photo of women blowing a kiss]. Retrieved April 5, 2014 from:

http://www.visualphotos.com/image/2x3279099/woman_blowing_a_kiss

Wise Geek. [Photo of two women whispering]. Retrieved April 5, 2014 from:

http://www.wisegeek.com/what-is-viral-marketing.htm