Fragrance Marketing Plan

DEDICATION/STUDENT BIO EXECUTIVE out demarcation MISSION STATEMENT roseola Beauty is all about authorisation. Our tag job let your interior witness grow perfectly encapsulates the purpose of our mark off. That is, to the let the raw(a) beauty of young women flourish and grow, as they grow. At blossom we believe that makeup shouldnt be about covering up imperfections or looking resembling someone different, its about learning how to enhance what you already commit. At open, our tutelage is to provide young women with born(p) augmentative and skin cargon increases that will magnify their true beauty. We withal aim to empower our rash beauties by providing them with guidance in using our products. PART I investigate BACKGROUND HISTORICAL look for In Hope in a Jar The Making of the Statess Beauty Culture (1998), a study on the evolution of cosmetic use, Kathy Piess explains that atomic number 82 up to World struggle I, the use of makeup was viewed as immoral and o ften linked to prostitution (p 134-167).However, the contain of the war saw the movement of women into the workplace and the widening acceptance of cosmetic use, as Piess states a republican vision of beauty began to break down traditional representations of women (ibid. ) This uprise challenged male perceptions of the time, as demonstrated by a quote from Alain Rustenholzs Make Up (2003), For the working woman, beauty has become the leading insure of efficiency In earlier days, single a husband or a lover had rights to a womans beauty.Today, she is beautiful for everyone A womans beauty is an essential element of the chance(a) performance that the century has put on for itself in the working world (p 70. ) Piess goes on to clarify that the increase use of cosmetics represented a sense of freedom and individuality felt by women. Makeup was no longer just a sign of a vanity, but a true expression of femininity (p 134-167. ) The amicable acceptance of cosmetic use meant that fe minine beauty and consumption would become intertwined. KelleyMassoni peaks out in Fashioning striplingagers A Cultural History of Seven puerileaged Magazine (2010) that women began to purchase beauty products as a means to self-fulfilment and social acceptance, and this subsequently influenced the mindset of adolescent women (p 18. ) According to historian Lizbeth Cohen in A Consumers Republic The Politics of Mass ingestion in Postwar America (2008), after World War II women were viewed as the consumers of society and advertisers pursued this idea by targeting younger women as a sort of influencing spending habits early on (p 105. Throughout the 1950s, 60s and 70s, cosmetic manufacturers targeted the seemingly interminable teenage commercialise. In Hope in a Jar (1998) Piess explains that stains like Cover girlfriend, Maybel aviation, and Revlon all created beauty images that intermeshed closely with the ship canal high school students themselves classified girls into cliqu es and codified their evolving sense of personality. By the middle 60s, teenage girls, who comprised 11% of the population had bought nearly one-quarter of all cosmetics and beauty preparations (p 134-167. While the teen girl commercialise was burgeoning, Piess adds that during this time, children were largely off-limits. Eye shadow and rouge were considered improper for young girls and advertising was targeted towards p arnts rather than children. By the 1980s and 90s, however in America and Europe, cosmetics were designed for and securities industryed to tweens (girls amongst childhood and teen familys) and therefore to children as young as three. The practice of encouraging young children to learn how to apply makeup has non developed without controversy.Cosmetic ingredients were largely unregulated in the US until the 2000s, leading some critics to question the safety of cosmetic products, while others believe that such products force children to grow up too fast, or und ermine their egotism. However, with a movement into internal cosmetic and skin c atomic number 18 products in the last century, teens may be able to novelty into the world of beauty in a healthier way. * Cohen, L. (2008)A Consumers Republic The Politics of Mass Consumption in Postwar America. Knopf Doubleday Publishing Group, p. 105. * Massoni, K. (2010)Fashioning Teenagers A Cultural History of Seventeen Magazine.California Left semivowel Press, p. 18. * Piess, K. (1998)Hope in a Jar The Making of Americas Beauty Culture. Pennsylvania University of Pennsylvania Press, p. 134-167. * Rustenholz, A. (2003)Make Up. capital of the United Kingdom Hachette Illustrated, p. 70. LITERATURE REVIEW Blossom Cosmetics sells 100% rude(a) cosmetic and skin c atomic number 18 products directed towards teens and tweens. This publications review will cover the history of cosmetic use by women and teens, what goes into grocery storeing to this age congregation and the representations of femini nity and adolescence in media and marting.The review will springtime an overview of the Australian cosmetics and toiletries pains, the intentions behind consumer purchase of natural products, and the advantages and disadvantages of natural and chemical- found products respectively. In holy order to define a gap in the market, this review will also give insight into reliable trends appealing to the teen and tween demographic of Australia and how teens argon responding to cosmetics today. The sheer influence media and celebrities have on young commonwealth is explained in Advertising to Children.Marcia Amidon Lusted states that since the early 1980s, advertisers have discovered children and teens make up an frightful market. One market-research group estimated that U. S teens spent much than $159 billion dollars in 2005. Amidon Lusted goes onto discuss some of the ways companies cater to this tough market of teens. KAGOY or Kids are Getting Older, Younger refers to the way that kids today are identifying themselves with the adult world at earlier and earlier ages.One of ways marketers react to this social change is done the strategy of tweening, the marketing of products that were once thought suitable for teens to younger and younger kids (Amidon Lusted, 2009, p 35-40). Through abstract of the August 2012 expose of missy magazine an Australian publication directed at teen girls, current trends appealing to this young demographic are revealed. With teen role model and burgeoning actress Emma Stone on the cover, the issue features clauses like hot Aussie bands to add to your playlist, 95 ways to keep warm this winter and why fluent girls can come first.Style inspiration is heavily drawn from youthful celebrities like Elizabeth Olsen and Kate Bosworth, and posters feature the actors and actresses from new-fangled blockbusters like The Hunger Games. Most interestingly is an article called The profession of Beauty, which praises natural beauty and pro motes self-esteem for young girls ( miss, 2012). Murphys New Girl Order Youth, Gender, and Generation in Contemporary Teen Girls Media also examines how the young women of Generation Y in particular, have become a linchpin market for media industries.The book analyses various marketing campaigns, but most interestingly is that of 90s cosmetic brand Flygirl. The analysis concludes that the campaigns dole outful balance between the importance of external appearance and the development of inner durability is necessitated by the shared characteristics of this generation. Through further analysis, New Girl Order explains that girl-foc employ media promotes conformity while at the same time flattering the teen girl demographic with messages about the importance of their individuality (Murphy, 2008).While cosmetic brands are face with the challenge of tapping into the psychology of teenagers, they are also confronted by the set ups of this market. Childrens Market Doing It for the K ids, an article written for the Cosmetics melody website by Julia Wray discovers how brands are appealing to both parents and children. Consumer analyst for Mintel, Ricky Lakhani explains, due to added work pressure and lifestyles becoming to a greater extent hectic, women are delaying starting their families until later in life, which is having a bearing on their ability to spend to a greater extent on products for their children.The article explains that unlike the teens they will become, the tween market doesnt disposition to be treated like adults, but they wont suffer being babied either, and now the beauty world is starting to abridge note of this emerging demographic. Pacific World Corp and Walmart cause a stir when they announced their new line GeoGirl, a makeup brand for 8-12 course of study grizzlys. The states that it is likely that similar passs will hit store shelves in coming years as brand owners seek to engage with this potentially lucrative market (Wray, 2011) .An article written by Felicia Kamriani for Hollywood Weekly discusses the ways teens and tweens are responding to cosmetics today. Young girls use makeup as a form of expression of their individuality and independence, but also because they have an inherent desire to feel accepted and liked. Marshal Cohen, NPD Group Chief Industry Analyst is quoted in the article formulation tweens make the decision to purchase based solely on brand recognition they have a strong desire to fit in and be just as good as their peers.While the teen market uses style as their indicator of fashion acceptance, the tween market uses brands. M each teens and tweens are following the eco-natural trend, have on brightness level, barely-there makeup. Today, more cosmetics companies are focused on developing safer products free from toxic substances (Kamriani, 2008, p 10). An overview of the Australian cosmetics and toiletries industry from Austrade reveals that there is room for the introduction of natura l products in particular. The Australian cosmetic and toiletries industry has domestic gross sales of approximately A$5 billion per annum.Australian products achieve globular success because of their reputation for being reasonably and green. We are also known for our natural and organic products. There is currently a growing crave worldwide for natural skincare and body products and Australia has the advantage of already being accepted in this vault of heaven of the market (Austrade, 2009). But why the push for natural products? Chens evaluation of the Effectiveness of the inherent Cosmetic Product Compared to Chemical-Based Products, discusses the advantages and disadvantages of the natural cosmetic and the chemical-based product respectively.A sentiment conducted for this study revealed that out of the 87% of people that actually used cosmetics, 94% believed that chemical-based cosmetics would cause side effects. Natural cosmetics are made from raw materials, little harm ful to the earth, and less harmful to the skin. However, natural cosmetics may contain plant-derived materials benefice to microbial appendage and alone a few preservatives, if some(prenominal) at all, which means a shorter shelf-life. Chemical-based cosmetics incorporate synthetic materials which achieve deprivation results quickly, but often at a cost.According to a study by the North American pass Dermatitis Group, preservatives are the second most common cause of allergic and irritant reactions to cosmetics (Chen, 2009). Consumer Purchase Intention for thoroughgoing Personal Care Products examines the effects of consumer values and past experiences on the purchase intention of organic products. As part of the study, an online survey was conducted with 207 panel members. The results indicated that environmental consciousness and appearance consciousness positively influence toward purchase organic or natural cosmetic products.The study suggested that retailers can develop effective marketing strategies accent ecological beauty, product safety and affordable scathes to increase the sale of organic and natural personal-care products (Kim et al, 2011). Based on this preliminary research, I have found that there is a definite gap in the market and a desire for natural Australian-made cosmetics. There is clearly a level of concern from the parents of the teens and tween that are so strategically marketed to and to succeed as a brand, Blossom would need to achieve the cool cypher for the tween/teen demographic to respond.However, to fully understand this target market and the objectives and strategies of competing cosmetic brands, primary research, including surveys, focus groups and ethnographic studies must(prenominal)(prenominal) be carried out. * Amidon Lusted, M. 2009. Advertising to Children. ABDO Publishing Company, Minnesota. p 35-40. * Girlfriend Magazine. 2012. ONLINE. Girlfriend Magazine. August Issue. Retrieved fromhttp//au. youth. yahoo. com/girlfriend/blog/galleries/g/-/14415833/2/august-2012-girlfriend-mag-sneak-peek/ * Murphy, C. 2008. New Girl Order Youth, Gender, and Generation in Contemporary Teen Girls Media.UMI Dissertation Publishing. * Cosmetics Business (2011)Childrens Market Doing It For The Kids. online gettable at http//www. cosmeticsbusiness. com/technical/article_page/Childrens_market_doing_it_for_the_kids/61075. * Kamriani, F. 2008. Teens and Cosmetics Its Not Like It Used to Be. Hollywood Weekly, Iss. 10 p. 10. * Austrade. 2009. Cosmetics and Toiletries Overview. online Available at http//www. austrade. gov. au/Cosmetics-and-Toiletries-overview/default. aspx * Chen, Q. 2009. Evaluate the Effectiveness of the Natural Cosmetic Product Compared to Chemical-Based Products.International Journal of Chemistry, 1 (2), p. 57-59. * Kim, H. and Chung, J. 2011. Consumer Purchase Intention for organic fertilizer Personal Care Products. The Journal of Consumer Marketing, 28 (1), p. 40-47. TARGET MARKET RESEA RCH In researching the target market of Blossom Beauty products, I designed two surveys, one for 10-16 year sure-enough(a) young women and one for parents, and mothers in particular. The results of each survey indicated that all participants in the 10-16 year centenarian group had been using cosmetic and skincare products since the ages of 10-14.In contrast to this are the survey results from the group of mothers, which indicated that participants had started using cosmetic and skincare products from the ages of 13-20. This demonstrates that a shift in the social acceptance of youth cosmetic use has created a potential gap in the market for such a product. On asking the 10-16 year old participants how they learnt to apply makeup, the majority revealed that it was their mother/family members that had taught them, with friends and personal experimentation following closely behind.This shows that family members, in particular mothers, are most influential in cosmetic-related decision s for this age group. 10-16 year old participants chose Clinique, Maybelline, MAC, Chi Chi, Bloom and Natio as their preferred beauty brands, while parent participants chose Ponds, Australis, Bonne Bell, Clinique and Bobby Brown as their favourite beauty brands during ages 13-20. When asked what kinds of cosmetic and skincare products they used when they were younger, the majority of these participants chose oculusliner, eye shadow, sassstick, mascara and powder, and few skin-related products, mostly from skincare brand Nivea.This contrasts with the majority of 10-16 year old participants who chose mascara, lip gloss/balm and light foundation as their preferred products. These makeup products are much lighter than those used by their mothers when they were teens, revealing a change in product use and commonly used brands. In terms of skincare, 60% of the 10-16 year old participants carry out a daily skincare routine, that involves a cleansing or exfoliating face wash, toner and moisturiser, with most favoured brand, Clearasil. Whilst the above graph shows that 66. 7% of the 10-16 year old participants use makeup products universal, 86. % admitted to not owning any natural cosmetic or skincare products. This reveals that there is a gap in the market for natural beauty products that are designed for everyday use. When asked which celebrities they considered most physically attractive, participants chose teen TV stars like Mischa Barton, Leighton Meester, Blake Lively and Selena Gomez, fashion icons like Lily Allen, Alexa Chung and Kate Bosworth and teen heartthrobs including Justin Bieber and Zac Efron. These celebrities are showed as stereotypically pretty and desirable, reflecting the sheer influence the media has on teen perceptions of beauty.The above graph shows that 64. 7% of parent participants would persuade to pay between $10 and $20 for their daughters beauty products. 52. 9% of participants would purchase their daughters beauty products from d epartment stores, followed by 41. 2% who would purchase them from beauty-specific stores like Priceline, as shown in the above graph. When shopping in the beauty/ hygiene aisle of the supermarket, 88. 2% of parent participants and only 40% of 10-16 year old participants indicated that they would be more attracted to light, clean coloured publicity in white or silver. In contrast, the results showed that only 11. % of the parent participants compared to 60% of 10-16 year old participants would be attracted to bright, loud coloured packaging in red or pink. 76. 5% of parent participants would allow their daughter to wear makeup every day, and 58. 8% believe it is appropriate for young women between the ages of 10 and 16 to wear makeup, however, a strong 41. 2% believe it isnt. Through analysis of these survey results, primary and secondary target market characteristics have been identified. Blossoms primary target market of teens and tweens between the ages of 10 and 16 are inexperien ced with cosmetic products compared to their mothers as teens.They are interested in using makeup, and require skincare products, but their mothers and family remain highly influential in their beauty-related decisions. The media, however, is also super influential in the decisions of this age group and a certain perception of beauty and what is considered attractive is based around current celebrities. The mothers of 10-16 year olds who make up Blossoms secondary target market are key consumers as they are the ones who purchase their daughters cosmetic and skincare products.These mothers want natural products for their daughters, but at an affordable price. This target market wont pay more than $20 and expect to find these beauty products where they might buy their own. PART II MARKETING launching MACRO & MICRO ENVIRONMENTAL ANALYSIS POLITICAL The Advanced Association of Beauty Therapists (AABTH) have report that as consumers are becoming increasingly wary of potential toxicity i n cosmetics and toiletries, market segments offering fragrance-free products made using natural ingredients and essential oils are likely to record strong growth.While natural beauty products are in demand, there are strict guidelines based on the labelling of these products. The Australian Competition and Consumer fit out enforce the labelling of cosmetic products under the Competition and Consumer Act 2010. There are mandatory labelling requirements for the labelling of cosmetic products manufacture in, or imported into, Australia. Ingredients, including colour additives, fragrances and perfumes must be listed on the container or the product itself. ECONOMICBlossom is primarily targeted towards young women between the ages of 10 and 16. However, as this market is often still financially drug-addicted on their parents, we must take the pricing of our products into careful consideration. Many believe that the cosmetics industry is a recess proof market because history has shown t hat women continue to spend on items that have the feel good factor and represent value for money, but in the case of spending money on children, we must consider how the recession has affected parents. REFERENCE) SOCIAL The AABTH have also reported that there has been continued growth in the youth segment (the teen and tween boom), which is thought to account for roughly 20 per cent of the general cosmetics and toiletries market. It is believed that manufacturers and marketers may develop an increasing array of youth products that mimic their adult counterparts. Whilst the market for youth-focused cosmetics is booming, there is a great deal of controversy surrounding the selling of make-up to young women in particular.Young girls are eternally influenced by a dominant message about physical appearance equating with worth and it has been shown that an over-emphasis on looks and attractiveness leads to negative body image, disordered eating, depression, anxiety and low self-esteem. While some cosmetic companies are setting unrealistic standards of beauty for their customers, Blossom is based on the idea of natural beauty and the empowerment of young women. The Blossom Mentor Program for young women without role models is evidence of our efforts in fighting for a better result.TECHNOLOGICAL Recent studies have shown that 93% of teenagers 12-17 are onlinethe largest percentage of any age group, 73% of teens are on social networking sites and 75% of them own a mobile phone. The constant growth and popularity of technologies like the earnings and mobile phones, combined with the immense influence the media has on young people is staggering. With such an online presence and a truly transient nature, its crucial for Blossom to tap into this younger generation of technology-savvy teens to remain current. contention ANALYSISCOMPETITOR 1 Bloom Cosmetics Bloom is an Australian beauty brand, based on Melbourne that was founded in 1993 by Natalie Bloom. According to th e brands website, Bloom was born from Natalies packaging design hobby, which move into a business and eventually a brand. The Bloom product drop originally included intrinsic Oil Blends, Massage Oils and Aromatherapy Lip Balms and now features over 350 products including colour cosmetics, an 80-shade discharge polish range, the Australian-manufactured Bloom Organics range and a diffusion range b collection by Bloom.Bloom is now an internationally recognised beauty brand and stocked across the globe (Bloom Cosmetics, 2011). Product eye * Shadows * Liners * Mascara * Brow liners/gelsLIPS * Lipstick * Stains/tints * emblazon * Lip liners * BalmsFACE * Foundation * Tint * Concealers/highlighters * Primer * Bronzing * BlushTANNING/BRONZING GELS/CREAMSNAILS * Polish * Accessories e. g. files, removerSKIN * Organic body care & skincare * Organic accessories e. g. owels/bagsACCESSORIES * Wipes, sharpener, bags & brushesSince 2000, each Bloom product has featured the playful yet sophist icated Miss Bloom illustration, bring to the youthful sensibility of the brand. Price The price position of Bloom cosmetics ranges from $10 for accessories, $20-$30 for lip, eye and nail products, and up to $40-$50 for body care, skin care and face products. This is a higher price point in simile with competing brands. Place Bloom products are available from the Melbourne flagship store, Myer, David Jones and Target department stores as easy as online. Promotion * Bloom blog * Facebook * Twitter * Youtube * Email subscription * Competitions * Collaborations * Childrens Hospital Foundation stack * Specific selection of trained staff knowledgeable in beauty products in department & flagship stores. STRENGTHS * spacious product range * Multiple collaborations * Series of awards won * Internationally recognised/stocked * Organics & diffusion ranges * kindliness support corporate citizenship WEAKNESSES * As a youthful beauty brand, selling tanners & heavy makeup doesnt set h ealthy example for young people. Quite expensive for young people & parents in similarity with competitors e. g. Kit, Maybelline, GeoGIRL * Lack of information online OPPORTUNITIES * A youth focused/cheaper diffusion line or collaboration * involution and growth of international presence THREATS * Negativity from parents * Competition from competing international cosmetic and skincare brands. COMPETITOR 2 GeoGIRL CosmeticsGeoGIRL is an American beauty brand selling natural cosmetic and skin care products in reclaimable packaging for 8-12 year old girls. The GeoGIRL website explains that the brand was launched in 2011 by US department store Walmart. GeoGIRL products are natural, affordable and ideal for young, sensitive skin. The 69-piece GeoGIRL line features blush, mascara, face shimmer and lipstick. Each GeoGIRL product comes with directions (GeoGIRL, 2012).Product EYES * Shadows * Pencil * Mascara * Brow gelLIPS * Gloss * Balm * Shine * TreatmentsFACE * Concealer * Tint * Powd er * Blush/shimmerSKIN * Cleanser * Toner * Moisturiser/ refresher * Remover * Body mist Price The price point of GeoGIRL cosmetics ranges from USD$4 to USD$6, relatively low in comparison with competing brands. Place GeoGIRL cosmetics are available online at www. drugstore. com. Promotion * Facebook * Youtube * Green tips association with environmental consciousness * unselfishness link animal shelters & endangered wildlife * Media e. . US magazines Seventeen, Marie Claire & Teen Vogue * Music video * Membership & competitions people * GeoGIRL has a FAQ page dedicated to concerned parents, which explains the monitoring of personal information & accounts by trained staff members. STRENGTHS * Wide range of media coverage * A percentage of profits go to voted charities * How-to and music videos * Parents section of the website that addresses any concerns about the GeoGIRL products. * Customers can also sign-up to become a GeoGIRL to share their ideas online. WEAKNESSES * Only available online from a fighting(a) website called drugstore. com * Pricing for the products doesnt exceed $6 US dollars, portraying a cheap or low-quality brand image * The brand is only available to an American market * Website is in self-consistent and some parts are missing OPPORTUNITIES * Expansion to an international market * Distribution into bricks and howitzer stores * Further brand extensions or collaborations THREATS * Competing global brands * Negativity from parents & industry While Blossom Beauty will offer a smaller product range in comparison to Bloom and GeoGIRL, the price point will be higher than that of GeoGIRL to portray an image of quality and to cover costs, but lower than Bloom to remain affordable. Blossom will only be available to an Australian market to begin with, but may expand globally to deal with brands like Bloom. Blossom will focus on youth-appropriate products and promotion like GeoGIRL but will concur a sophisticated appearance and reputation like Bloom. Bloom Cosmetics (2011)Our Story. online Available at http//www. bloomcosmetics. om/cms-home/bloom-story. phps. GeoGIRL (2012)About GeoGIRL. online Available at http//geogirl. com/about. SITUATIONAL ANALYSIS STRENGTHS * Blossom Beauty produces 100% natural skin care and cosmetic products for everyday use * Each product comes with a set of directions * Blossom has recruited a famous female famous person embassador to represent the brand * We support young women without role models with our Blossom Mentor Program * Blossom aims to work with a major teen fashion brand * Our product is available online, in department and beauty-specific stores WEAKNESSES Blossom will only be available to the Australian market to begin with * We may have to produce offshore to remain competitive and cover costs * We are yet to achieve any media coverage OPPORTUNITIES * A focus on planet-friendly, cost-efficient packaging * Growth of customer base, with sustained dedication past teen/tween years * Brand extensions into fragrance, body and hair care THREATS * Lack of control if manufacturing offshore * Risk of over-pricing products * Competing brands with established reputation and brand extensions * Negativity from parentsMARKET OVERVIEW OBJECTIVES & STRATEGIES Objectives Strategies * Position Blossom as a leading skincare and cosmetics brand, dedicated to the welfare of young women * Push the visibility of Blossom in the market through strategic promotional efforts Work with PR team to form a strong concept and consistent brand message communicated through campaign shoot to be featured in Dolly/Girlfriend magazines, buses, billboards and online 2-3 months before line is released. * Develop relationships with department stores e. g. MYER and David Jones, as well as beauty-specific store e. g. Priceline for distribution by June/July. * Launch line through event, coinciding with International Womens Day in June/July focus on mother-daughter relationship. * With t he assistance of web expertise, develop e-commerce website by June and maintain consistent brand message in social networking via Facebook, Twitter, Instagram, Tumblr and Pinterest. * Diversify Blossom from competitors * Achieve a positive reputation through association Identify key Australian female celebrities who are viewed as positive role models and represent the values of Blossom and slip by out to them to secure a brand ambassador by early 2013. * Kick start Blossom Mentor Program and design school workshops by August. Connect with The Butterfly Foundation charity, work with PR team to publicise the program e. g. magazines, internet and POS promotion and get brand ambassador involved. * Build a loyal customer base that transcends teen years Align Blossom with youth-focused fashion destinations, online or in-store e. g. Factorie/ASOS etc and collaborate on a line as a goal towards the end of the year. * Research growing market and move into brand extensions by the beginni ng of 2014, branching out into fragrances, bath & body or haircare. tactical MARKETING PROGRAMS PRODUCT The Blossom Beauty range will consist of one cosmetic line and one skin care line.The all-natural cosmetic line will focus on the basics of natural beauty and will be made up of lip glosses, balms and tints, mix and match eye shadows, mascara, easy-to-use eye liner and eye crayons, mineral blush and cheek tint, mineral powder and tinted moisturiser, as well as a variety of makeup related tools including brushes, a case, mirror, sharpener and eyelash curler. The 100% natural skin care range will also be focused on the essentials, with a cream cleanser, exfoliating facial scrub, nutritive moisturiser, toner and acne serum.Cosmetic and skin care products will look and smell delicious in feminine coloured packaging and each will come with a brief set of instructions on how to achieve the desire result. PRICE Blossom beauty products will be priced anywhere between $15 and $30. This price point is slightly lower than competing brands to keep it accessible for teens and affordable for their parents as a secondary target market. The price may seem higher than other teen-friendly beauty products but only to cover the costs of natural ingredients and product tie-ins. PLACEBlossom products may have to be manufactured offshore in order for the brand to remain competitive. The products will be packaged in Australia and distributed to major department stores like Myer/David Jones, in beauty-specific stores including Priceline and online from our e-commerce website. PROMOTION Much like other well-known cosmetic brands, Blossom will have a strong commercial presence. Blossom advertisements will be featured in print media (e. g. Dolly and Girlfriend magazine) and outdoors, on billboards and on buses. Each advertisement will feature bright natural colours, youthful imagery and our brand ambassador.Blossom has chosen these promotional tools in order to connect directly wit h teens, tweens and their parents. That is why the brand will also maintain a strong online identity through social networking sites like Facebook and Twitter and the Blossom website that will include how-to videos, interactive quizzes and games, competitions and brand information. Blossom will also be promoted through collaborations with online and bricks and mortar shopping destinations and its Mentor Program for young girls. Each promotional method reinforces the brands message of the positivity of natural beauty and the empowerment of young women.PERFORMANCE ANALYSIS FINANCIAL Month Objective Budget Jan-Feb 2013 Brand ambassador chosen Market research conducted $6000 for focus groups$300 per personal interviews 6 interviews to represent different ages at bottom target market $1800 Workshops designed March-May Campaign shoot $20,000 Promotional activity Outdoor Bus/billboard $20,000Magazine $25,000 Website design $10,000-$20,000 to build website10% of cost to build webs ite per month for website maintenance Cosmetic and skin care line manufactured $20,000 June-July Launch event $20,000