VLOGGER PARTNERSHIP PREPARED FOR REDKEN 5TH AVE JUNE 2014 ICED
MEDIA
Slide 2
Concept In order to maximize awareness around the launch of the
Frizz and Color Rebel products, Redken will partner with the top
Beauty vloggers to capitalize on their global fan base. The
qualified and engaged audience of each of the following influencers
that ICED Media has identified will talk directly to the Redken
consumer, creating an authentic and trusted consumer- facing
conversation.
Slide 3
Strategy We have identified three types of video assets for
each product launch that will be integrated into the overarching
themes of education, hair category, and campaign. This will
strategically showcase all facets of the Redken brand and product
in front of our captive audience of potential buyers. Education:
One dedicated tutorial video demonstrating the capabilities of the
featured Redken product, allowing the audience to familiarize
themselves with the benefits of the featured product. Hair
Category: One haul video where our vlogger will feature Redken as
the exclusive hair category product alongside complementary Fashion
& Beauty products to achieve a desired look. Campaign: One
collaborative video featuring a beauty vlogger and a Redken
ambassador interacting around the product in a natural way (Chiara
Ferragni for Frizz and Sky Ferreira for Color Rebel).
Slide 4
FRIZZ TALENTS
Slide 5
TIER 1
Slide 6
Andreas Choice Andrea Brooks is the #1 subscribed bi-racial
beauty guru on YouTube. She has uploaded over 150 videos with over
138 million views. She got Katy Perrys attention when she did a
three-part make-up tutorial on her E.T. video, and was also
featured on Perez Hilton. +2.6M YouTube Subscribers & +138M
YouTube Views +249K Facebook Fans +185K Twitter Followers +548K
Instagram Followers www.youtube.com/user/AndreasChoice
Slide 7
Global Demographics Age & Gender: 13-17 45% 18-34 15.7%
25-34 7.8% 35-44 12.8% 92.3% Female
Slide 8
Makeup by Camila Beauty and fashion guru Camila Coelho is the
#1 beauty blogger in Brazil. Camila has a huge fan following in
Portugal and a growing fan base in English speaking territories.
She also is featured on the recurring series Beauty Pop! on
ThePlatform. Her active blog allows her another outlet to achieve
her goal of making other women feel more beautiful and confident.
+610K YouTube Subscribers & +24M YouTube Views +1.5M Facebook
Fans +185K Twitter Followers +2.0M Instagram Followers
www.youtube.com/user/MakeUpByCamila
Slide 9
Global Demographics Age & Gender: 13-17 19.7% 18-34 19%
25-34 21.9% 35-44 19.8% 89.3% Female
Slide 10
TIER 2
Slide 11
https://www.youtube.com/user/nguerriero19/ Nicole Guerriero
Nicole Guerriero is a Florida based beauty guru. Her content stems
from hair videos; her fan base has been quick to grow and continues
to do so. +1.3M YouTube Subscribers & +101M YouTube Views +206K
Facebook Fans +152K Twitter Followers +846K Instagram
Followers
Slide 12
Global Demographics Age & Gender: 13-17 37% 18-34 24% 25-34
16% 35-44 10% 95% Female TOP LOCATIONS BY VIEWS 13-17 YEARS 18-24
YEARS 25-34 YEARS 35-44 YEARS UNITED STATES31%22%18%13% UNITED
KINGDOM49%20%11%8.4% CANADA34%23%18%11% AUSTRALIA46%24%12%7.8%
GERMANY27%31%23%9.2%
Slide 13
Miss Maven https://www.youtube.com/user/MissMavendotcom Teni
Panosian is a beauty guru of Armenian decent based in Los Angeles.
Her content relies on a strong beauty focus with style and fashion
tips as compliments. +401K YouTube Subscribers & +14M YouTube
Views +16K Facebook Fans +5K Twitter Followers +140K Instagram
Followers
Slide 14
Global Demographics Age & Gender: 13-17 28% 18-34 22% 25-34
19% 35-44 15% 93% Female TOP LOCATIONS BY VIEWS 13-17 YEARS 18-24
YEARS 25-34 YEARS 35-44 YEARS UNITED STATES24%18%19% UNITED
KINGDOM38%19%15%13% CANADA25%20%21%17% AUSTRALIA33%23%16%12%
GERMANY22%28%24%14%
Slide 15
COLOR REBEL TALENTS
Slide 16
TIER 1
Slide 17
Cutiepie Marzia Cutie Pie Marzia is a fashion and lifestyle
oriented YouTube star who currently hails from Vicenza, Italy. Her
adorable personality and flair for style catapulted her to the top
of YouTube. In the span of just one year, she has grown her
personal brand from ground zero to an average of 3 million views a
month. Marzia also loves using her popularity to contribute to
charities. +3.4M YouTube Subscribers & +181M YouTube Views
+712K Facebook Fans +917K Twitter Followers +724K Instagram
Followers www.youtube.com/user/CutiePieMarzia
Slide 18
Global Demographics Age & Gender: 13-17 44.8% 18-34 14.1%
25-34 6.5% 35-44 12.8% 73.7% Female
Slide 19
Kandee Johnson From one-minute hairstyles to how to hide a
blemish and even how to get your teeth whiter, there is no beauty
situation that Kandee Johnson can't tackle. Kandee, most famously
known for her videos of transformations, is a professional make-up
artist for mainstream TV and film studios, talent, &
commercials, and provides tutorials, reviews, and commentary on all
things about beauty. +2.1M YouTube Subscribers & +239M YouTube
Views +386K Facebook Fans +216K Twitter Followers +572K Instagram
Followers www.youtube.com/user/kandeejohnson
Slide 20
Global Demographics Age & Gender: 13-17 30% 18-34 12.8%
25-34 11.2% 35-44 19.7% 88.9% Female
Slide 21
TIER 2
Slide 22
https://www.youtube.com/user/Evelinicutza/ Evelina Cutza Barry
Evelina Cutza Barry is an Eastern European beauty currently living
in Los Angeles. Evelina produces high quality fashion and beauty
videos that speak to a fashion forward audience always interested
in how to reinvent their style. +785K YouTube Subscribers &
+45M YouTube Views +49K Facebook Fans +50K Twitter Followers +346K
Instagram Followers
Slide 23
Global Demographics Age & Gender: 13-17 50.4% 18-34 17.6%
25-34 9.4% 35-44 8.1% 94% Female TOP LOCATIONS BY VIEWS 13-17 YEARS
18-24 YEARS 25-34 YEARS 35-44 YEARS UNITED STATES43%15%8.8%11%
CANDA47%17%9.8%8.9% RUSSIA70%13%6%5.6% UNITED KINGDOM55%15%7.3%8.1%
GERMANY37%28%15%7.1%
Slide 24
Claire Marshall https://www.youtube.com/user/ohhaiclaire A
beauty and fashion guru known for her edgy sense of style, Claire
Marshall is an up and coming YouTube personality based out of Los
Angeles. +444K YouTube Subscribers & +19M YouTube Views +49K
Facebook Fans +30K Twitter Followers +281K Instagram Followers
Slide 25
Global Demographics Age & Gender: 13-17 30% 18-34 24% 25-34
17% 35-44 11% 40% U.S. viewers
Slide 26
PRICING
Slide 27
Frizz Andreas Choice $44,275 per video Makeup by Camila $44,275
per video Nicole Guerriero $30,000 for dedicated video and $18,000
for haul video Miss Maven $6,000 for dedicated video and $2,500 for
haul video *Includes ICED Media commission for coordinating
relationship between talent and Redken (up to 8 hours for each
product launch) **Costs might vary depending on the level of video
production
Slide 28
Color Rebel Cutiepie Marzia $44,275 per video Kandee Johnson
$35,363 per video Evelina Cutza Barry $15,000 for dedicated video
and $8,000 for haul video Claire Marshall Waiting to hear back from
her team *Includes ICED Media commission for coordinating
relationship between talent and Redken (up to 8 hours for each
product launch) **Costs might vary depending on the level of video
production
Slide 29
THANK YOU 212.835.9070 | [email protected]@icedmedia.com
415 West Broadway, 3rd floor New York, NY 10012