Task for The Hero Project

2. our next hero is…

3. Micellar Mouse Cleanser

4. Competitors

5. Micellar Foam Cleanser
with Rose Petals
BRAND: Nuxe
SKIN TYPE: sensitive, normal to
combination skin
SIZE: 150 ml
PRICE: £14,50
CLAIM: Indulge in the gentle
touch of rose petals for
soothing make-up removal.
This micellar cleansing water
with Rose Petals removes
make-up from face, eyes and
lips. A 3-in-1 product, it
cleanses, purifies and softens.
Leaves skin clean, soft and
comfortable
.
AVAILABLE AT:
BRAND: La Roche-Posay
SKIN TYPE: sensitive
SIZE: 150 ml
PRICE: £12,00
CLAIM: Purifies, softens and
respects. A foaming micellar
water for sensitive skin that
gently cleanses the skin of
dirt, oil, makeup, and
impurities. This micellar water
purifies and softens skin while
respecting its physiological
pH.
AVAILABLE AT:
Competitors
CLeansing Micellar Foaming
Water
Cleansing Make-up Remover Foam
cleasing micellar foam
BRAND: Uriage
SKIN TYPE: sensitive, normal
to combination skin
SIZE: 150 ml
PRICE: £14,50
CLAIM: Removes make-up
and cleanses, detoxifies,
purifies. This crystal-clear
lotion transforms into an airy
light foam that gently
re m o v e s m a k e - u p a n d
cleanses skin. Soap-free, it
respects the natural balance
of the skin, leaving it soft,
comfortable and clear.
AVAILABLE AT:

6. Visual identity

7. Launch strategy

8. Launch Strategy
CONCEPT
The Hero Project is launching a new HERO, the Micellar Mouse Cleanser to complement the portfolio and step up our
consumer beauty routine.
Considering the brand’s essence of being DIGITAL, INTERACTIVE, DISRUPTIVE. Our Strategy will reinforce those
statements.
The brand is colorful and fun so this also will be guidelines for the communication and visual aspects of the campaign.
The launch will be placed end of spring begging of summer when the consumer will be more open for cleanser products
and their skin are more likely to become oily.
COMMUNICATION
Our competitors are using mainstream communication for their product either focusing in ingredients (ex: nuxe rose
petals) or communicating in a racional, professional way.
Micellar Mouse Cleanser is different from the other three products since the texture of it so we should speech in a more
emotional way regarding the texture, the gently touch of the product, the product that is with the consumer in the
beginning and in the end of the their day.
Our communication will be more fun, more colorful and will remember that having a clean skin is the first start for a better
skin. Let’s show our consumers that is possible to have fun in the beauty routine.

9. Launch Strategy
CHANNELS
EVENT
PR
DIGITAL
SALES
EXPERI
ENCE

10. Launch Strategy
SALES
We will create some graphic material for the points of sale with some call to action
quotes, our hashtag. The aim here is always to connect the offline to online.
BUDGET Material
£ 500
@theheroprojectUK
Try me!
Welcome to
THE HERO
PROJECT
To discover
more:
INTERACTIVE
DIGITAL

11. Launch Strategy
EVENT
The Hero Project will host and event to present its new hero. During the event we will present
the new product which the guests will be able to test and feel it. In the end each one will
receive our press release and press kit. This will bring brand awareness and buzz. We will be
posting live on Instagram Stories and will interact with consumers during event time. The
venues chosen reflects the brand and products.
BUDGET Event
£ 2,000
METRICS:
• Social Media mentions and
engagement in stories
• Published articles and reviews
DISRUPTIVE
INTERACTIVE
DIGITAL
OPTION 1: PITCH ROOFTOP
STRATFORD
OPTION 2: TONIGHT JOSEPHINE
WATERLOO

12. Launch Strategy
PR
For our PR strategy, our team will develop press release and a creative press kits with
our real size product and some samples that will be sent to a curated list as opinion
leaders, journalists, editorial team at magazines, bloggers and digital influencers.
This action will generate buzz marketing around the new launch and bring brand
awareness and curiosity.
PRESS KITS & PRESS RELEASE
PRESS KITS IDEA
Toy Crawl Machine with our real size product + product samples for the receiver
share with friends.
BUDGET Press kits
£ 1,500
METRICS:
• Social Media mentions and
engagement
• Published articles and reviews
DISRUPTIVE
INTERACTIVE
DIGITAL

13. Launch Strategy
DIGITAL
#beautymission: we will create some missions for the consumers that will be basically sharing pictures with some theme of
our choice.
#herooftheday: we will be introducing our portfolio choosing a hero product at a time to talk more about it.
The digital strategy will be robust since it’s part of the brand’s essence. We need to increase our presence online and gain
more followers.
INSTAGRAM
#BeautyOnAMission still will be our main hashtag, but we need to cover it more because is mixing with another
brands. We will also be creating some new hashtags to interact and bring more content to the consumers:
The Hero Project will team up 4 digital influencers for sponsored post regarding our new product launch, this partnership
will bring new costumers to our website and buzz for our launch. For each influencer we will create a discount code to be
shared with their followers.
We will also be creating and scheduling posts for the teasing and launch campaign of the Micellar Mousse Cleanser.

14. Launch Strategy
DIGITAL
In The Hero Project website we will have a countdown for the new launch and email sign up for further information. In the
launch date we will create banners and “dress” the website for the new launch.
WEBSITE
E-MAIL MARKETING
SPOTIFY
ADS
We will be sending teasing emails for our database regarding our launch and also during our launch phase newsletters.
The Hero Project will have a Spotify account and we will be creating some playlists regarding the lifestyle of the brand and
to follow our consumers beauty routines.
Placing banners in our partners e-commerce.

15. Launch Strategy
DIGITAL
METRICS:
• Followers growth rate
• Likes and Comments per post
• Instagram mentions and engagement
• Stories Impressions and viewers
• Link Clicks
• Top Locations and hours
• E-commerce sales (real x planned)
• Visitors delivered from email mkt, instagram link and ad click
• Email mkt: open rate, unsubscribe rate, clicks
• Ads: reach and clicks
• Product waiting list sign-ups
• Google Analytics: visits, unique visitors
INSTAGRAM ONLINE
BUDGET
Promotion on
Instagram
Partnerships Ads TOTAL
£ 800 1,300 500 2,600 INTERACTIVE
DIGITAL

16. Launch Strategy
EXPERIENCE
Skincare is the category that claims for effectiveness and results. For this launch we are
building a strategy with sampling. In our samples we are also creating a different
discount code in the packaging to track purchases thru sample.
BUDGET Sampling
Machine rental
OR promoters
TOTAL
£ 3,000 400 3,400
METRICS:
• Discount code
• Conversion rate between sample
distribution and result in sales.
• Instagram mentions and shares
• Instagram likes and new followers
• Email sign up grow rate
IDEA 1: TOY GRABBER MACHINE WITH REAL SIZE
PRODUCTS
IDEA 2: PROMOTERS DRESSED AS PROTESTERS
DISTRIBUITING SAMPLES
DISRUPTIVE
INTERACTIVE
DIGITAL

17. Launch Strategy
TIMELINE
0
Global Launch Plan
Approval
D -3M
BUILD
Planning/Production Phase
TEASE
Start teasing campaign
1M
Launch
Phase
D -1M
Launch
Sustenance

18. Launch SupportUNITED ARAB EMIRATES DISTRIBUTOR

19. Launch Strategy
The Hero Project will launch a new HERO in the United Arab Emirates, the Micellar Mouse Cleanser.
We will follow the same guideline applied for the launch strategy in the UK but we will focus more on the digital part using
some influencers from the UAE.
Our recommendation list:
@hudabeauty
@monakattan
@themayaahmad
@tamaraalgabbani
@najlakaddour
@myfashdiary
@eljammi
1. PR 2. DIGITAL
Deliver press release and a creative press
kits with our real size product and some
samples that will be sent to a curated list as
opinion leaders, journalists, editorial team
at magazines, bloggers and digital
influencers.
Partnership with digital influencers for sponsored
post regarding our new product launch, this
partnership will bring new brand awareness and
buzz for the launch. Paid posts with local
magazines.

20. Launch Strategy
DISTRIBUTOR SUPPORT
1. INFORM
Contact the distributor and update him
regarding our newest launch.
2. PRESENT
Send some samples of our product to let them
feel, try and understand the product.
3. DELIVER THE LAUNCH BOOK
Send the launch book file for the distributor
which will contain: still photos of the product and
packaging, photoshoots, brand guidelines,
communication strategy and inspirational
concept.
4. SHARE OUR LAUNCH STRATEGY
Deliver our launch strategy for the uk and and
send some graphic materials for reference.
6. FOLLOW UP AND FEEDBACK
Follow up on their launch development and
check how it is performing.
5. SUPPORT
Always support with new material, designs and
insights.

21. Launch Strategy
SUSTENANCE
• Social Media activity and monitoring, scheduled posts and Stories,
• Continuous sampling distribution,
• Support our distributors with new communication materials,
• Build relationships,
• Follow the launch numbers and take any corrective measures.

22. Launch Strategy
NEXT STEPS
1. 2.BUILD A BRAND BOOK SOCIAL MEDIA BOOST
WHAT?
WHY?
HOW?
WHAT?
WHY?
HOW?
A book guideline with every information
regarding the brand and visual aspects
Since the brand is expanding we need to
guarantee that our communication material
reflects the same essence in every country.
Building a living document with all guidelines
since fonts usage, size, colors scheme,
photography, examples of Do’s and Dont’s.
Increase the presence, number of followers, likes,
reach and impressions.
Digital is one part of the essence of the brand so
we need to step up the game, gain more
followers and bring brand awareness.
Being more active, using stories tool, using
influencers, creating more digital content.

23. Thank you!
Adriana Lemos
adrianalemos@me.com
07537964778