Beruflich Dokumente
Kultur Dokumente
Prepared by:
Isabella Cordelia Chua Yong Yi | 9875 4974
Koh Jie Min | 9697 4472
Sofia Hafirda Bte Fairuzi | 9383 0655
Lucenara Maria Louisse Flores | 8366 4536
Toh Jia Ying Mavis | 9844 2886
Agenda
1. Executive Summary
2. Situation Analysis
3. Key Strategy
4. Creative Strategy
5. Activation Programme
6. Media Recommendations
8. Campaign Evaluation
70%
of our target
audience are
PMEBTs
Research findings
What is your gross monthly income?
34%
of our target
audience earn an
average of
$2,000-$2,500
Research findings
On a typical day, which social media platforms do you use
the most?
54%
of respondents
use skincare to
improve general
health of their
skin
Research findings
How did you know about the current skincare brand
you’re using?
69%
did not know that the
purity range is from
philosophy
Research findings
What is your perception when you hear the brand
‘philosophy’?
simple 24%
no impression 21%
aesthetic 14%
wellness
luxurious 11%
13%
24%
clinical 9%
of respondents chose
inner beauty 8% 'simple' as their perception
of philosophy
others 1%
0%0.15100% 0%0.3100%
Research findings
How familiar are you with the following brands?
Respondents are
more familiar with
other brands like:
Kiehl’s (79%)
Clinique (67%) and
Fresh (58%)
Research findings
What form of product promotions appeal to you the most?
0%0.2100% 0%0.4100%
Key Analysis
Motivations when purchasing skincare products are through
'family and friends’ and 'social media'
Leverage on 'simple'
The flagship ’Purity Made Simple Cleanser’ is the Low brand awareness in Singapore
leading, multi-tasking facial cleanser in America
with beauty awards from Allure
Weaker influencer engagement through
partnerships or reviews compared to competitors
Purity Made Simple range line products are multi- such as Fresh
tasking and dermatologically tested
Affordable products
Opportunities Threats
Promote the multi-tasking aspect of purity line
Stiff competition with competitor brands such as
Promote purity line’s gentleness, suitability for all Kiehl's, Clinique, Fresh and Origins
skin types and dermatologically tested aspect
Active competitor brand activities and promotions
Position philosophy as a brand worth its price
such as discounts
Emphasise more on unique brand values and build In the Singapore market, products at lower price
credibility as a wellness brand points are available from asian brands such as
Innisfree
Competitor
Analysis
philosophy Fresh Origins Clinique Dr Jart+ Kiehl’s
Product purity made Soy face checks and 3-step (cleanse, Dermaclear, Ultra facial
simple line cleanser line balances frothy exfoliate, Ceramidin cleanser, cream
face wash moisturize) line cream
and toner
Price $28 - $50 $23 - $73 $40 - $70 $30 - $60 $46 - $70 $35 - $50
philosophy
Kiehl’s
Fresh
Clinique
Origins
Dr Jart+
Low philosophy High
Effectiveness Effectiveness
calm
content
humble
self-assured
Meet Iris.
With her busy lifestyle, she
is motivated to live simply
yet effortlessly, presenting
the best version of herself.
she does this by caring for
her skin and taking the time
to recharge physically and
emotionally.
Campaign
Theme
The Concept of Simplification
Activation Programme
Price deals
Sampling
Activation Period
19 - 21 April 2019 - 3 days
11am - 8pm
Location
Sephora, ION
Activation Programme 1
Price Deal
Mechanics
All purity made simple line
products will have a 20% discount
When
Announced: 14 April 2019
Where
Sephora, ION
Instagram Story Sponsored Ad
to announce the 20% off promotion
Facebook Sponsored Ad
to announce 20% off promotion
Roll Up Banners
during activation in Sephora ION
Quiz and iPad Standee –
Making philosophy personal
iPad Standee
Activation Programme 2
Sampling
Mechanics
Samples (7ml) of the purity made
simple exfoliating clay mask will
be given out during the activation
When
19 April 2019
Where
Sephora, ION
Product Booth
Full Activation Mockup
Media
Recommendations
Media Objectives
Geography:
Singapore
Scheduling Pattern:
Continuous (1 month; April 2019)
Media Selection
User Profile:
25 to 34 years old make up 36% of
Instagram users in Singapore
Media Environment:
Lifestyle, Entertainment
Ranking:
Amongst target audience: 1st
Instagram In Singapore: 3rd
Media Rationale
Most used social media amongst
philosophy’s target audience.
User Profile:
Target audience make up the
majority of users on Facebook - 35%
out of 4.8 million users
Media Environment:
Lifestyle, Entertainment, News
Facebook Ranking:
Amongst target audience: 2nd
In Singapore: 2nd
Media Rationale
Facebook
Media Rationale
Reach:
Nearly 4 million users in Singapore
User Profile:
90% of Singaporeans aged 16 to 35
years old watch a video once a month
Media Environment:
Entertainment
YouTube Ranking:
⁃ Amongst target audience: 3rd
⁃ In Singapore: 1st
Media Rationale
User Profile:
Our target audience make up the
largest group of internet users in
Singapore
Google
(keywords: 'skincare', 'philosophy',
'cleanser', 'routine' and 'purity')
Google Ads –
Keywords
Social Media Influencers
13% Instagram
$2,000
Facebook
Pre-campaign survey
Post-campaign survey
Mall-intercept survey
Activation
33% Activities for activation
in Sephora ION
51%
Production
Ad production costs
16%
Total Cost
$29,650
Conclusion
Production 3 $2,000
Interactive
Personalised Quiz
Ipads & Ipad Standee 3 $1,500
$8,650
Roll up Banners 2 $650
Graphic Design
Total $6,000