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Mineral Makeup Marketing Study

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Table of Contents. BAREMINERALS 1. Executive Summary 2 2. Situation Analysis 2 2.1 Company and Product History 2 2.2 Product Evaluation 5 2.3 Consumer evaluation 7 3. Brand Positioning 8 3.1 Target audience 9 3.2 Target Market Specifications 9 4. IMC OBJECTIVES 10 5. The USP (Unique Selling Proposition) 11 6. The Creative Strategy 12 7. The IMC Program 12 8. Advertising Schedule 15 9. Budgeting 16 10. Evaluation 16 15. References 18 1. Executive Summary As the perfume, cosmetic and toiletry preparations industry entered the 1990s, it faced many challenges including regulatory changes, product safety concerns, increasing environmentalism, natural ingredients, pressure from the growing animal right …show more content…

| Threats | * Introduction of new substitute products * More competitors trying to entry the market (saturation) * Increase of production costs * Maturity of the cosmetic industry * More importing regulations | 2.2 Product Evaluation Bare minerals make-up products are both make-up and skin care. Made with mineral ingredients taken from the earth, these natural cosmetics are designed to protect the skin from sun damage, hydrate, nourish, and cleanse. They do not dry out and irritate sensitive skin, nor clog pores and weigh down oily skin. Being made without chemical preservatives, bare minerals make-up does not irritate or dry out the skin. It also has a more light, almost refreshing feel than conventional cosmetics because of the pure rather than processed ingredients (Bare Escentuals, 2010). The minerals in the bareMinerals line of natural cosmetics are compatible with all skin types, including very sensitive skin. They provide the added bonus of bare

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