This Advertising plan highlighted the strength of Julep's modern-day women. Our target audience ranged from 18 to 35.

2. Competitor
Analysis
Strengths:
-Strong brand loyalty
-Strong presence on social
media (Pinterest, Instagram,
Twitter, and Facebook)
-Have 200 shades
-Available in retailers (Phar-
macies, salons, Sephora and
Ulta)
Weaknesses:
-Price: $8.50 per bottle
-Handle doesn’t have a good
grip
Strengths:
-Strong brand loyalty
-Strong presence on social
media (Instagram, Twitter, and
Facebook)
-Have 204 shades
-Available in retailers (Phar-
macies, salons, Sephora and
Ulta)
Weaknesses:
-Price: 9.50 per bottle
-Does not have a tagline
-Does not have a Pinterest
account
Strengths:
-Considered the top of nail
polishes
-Considered to have good
quality
-Strong presence on social
media (Pinterest, Instagram,
Twitter, and Facebook)
-Available in retailers (Sepho-
ra and Ulta)
Weaknesses:
-$15 per bottle
-Less brand awareness
Research
Primary:
Upon interviewing different women
within our target audience, we were
able to insightfully recognize wom-
en enjoy the social connection of
sharing colors. They appreciate the
experiences they can exchange with
other women and the memories they
bring. One woman we interviewed
admitted to painting her nails as a
time to gossip, “At sleepovers I love
to paint my nails and tell my friends
what’s happening with my co-work-
ers.” Another mentioned how “Mov-
ies, friends and nail-polish seem to
go hand-in-hand.”
“At sleepovers
I love to
paint my
nails and
tell my
friends what’s
happening
with my
co-workers.”

3. Research Cont.
Julep Beauty Inc. has more than 300
products on its website and currently
employs around 200 people. They
are valued at 30 million. After re-
searching the Julep brand, we found
that their nail polishes are named
after strong women whose stories
have empowered others. For exam-
ple, their jet black is named after
Cleopatra. We additionally found
that Julep donates some of their
profits to several women charities.
Upon discovering this information
we wanted to highlight their concern
for a women community.
Our target primarily focuses on
women 18 to 35 who would be more
comfortable ordering products on-
line. They place fashion and cos-
metics high on their list of priorities
and find value in more expensive
and higher-quality beauty products.
These women are open to exper-
imenting with the season’s latest
trends and are proud to express
themselves through their fashion
choices. They don’t necessarily have
to be wealthy, however they choose
to invest in higher-end products.
We want them to feel a strong sense
of pride attached to the product.
By being a part of the Julep Ma-
ven subscribers you are part of a
community and even a family. Julep
emphasizes the importance of a con-
nection in fashion, not necessarily
being superior to anyone or being
perfect.
Meet Heather
She is 22 years old and just gradu-
ated from NYU. She has a down to
earth personality with a great sense
of style. On her free time she goes
to vintage clothing stores and tries
to find something stylish yet dif-
ferent to buy. Though Heather can
appreciate old clothing, she isn’t
willing to buy “vintage” (otherwise
known as used) make-up. She values
the more expensive brands because
she believes they have the best
quality. Every week she ventures off
to Sephora and comes back with all
sorts of new products. While hang-
ing out with her friends, Heather will
exchange makeup tips or kick back
and watch a movie while painting
their nails. Heather enjoys how her
sense of fashion allows for her to ex-
press her creativity and to exchange
her experiences with others.

4. Julep has many attri-
butes that would give it
a fantastic competitive
edge and could ulti-
mately make it stand
out in a highly saturat-
ed market. Julep also
has multiple connec-
tions to non-profit or-
ganizations that benefit
women, however this is
not highlighted in any
of its advertisements.
Julep is also on the
more expensive side of
nail polish coming in at
$14 a bottle for a small
amount of polish. It is
also sold in a limited
amount of brick and
mortar stores (primarily
sephora) and is primar-
ily purchased online,
which can be difficult to
do if consumers don’t
know of its existence.
Julep’s nail polish colors
are named after inspi-
rational women both
famous and everyday
heroines, therefore
we want to emphasize
the empowerment of
women in its advertise-
ments. Emphasizing
that emotional connec-
tion to the brand and
perhaps shedding light
on the fact that a por-
tion of Julep’s revenue
goes to various charita-
ble organizations that
have the common goal
of improving the lives
of women will create
more consumer value
and ultimately make the
high retail price almost
negligible.
Problem & Opportunities Goals, Objectives &
Strategy
Goals:
Many of our competitors emphasize
the concept of “you,” such as find-
ing “your color” or “coloring your
life”. We wanted to take a different
approach because Julep is no ordi-
nary brand. Our goal is to highlight
the strong sense of women-com-
munity Julep has with its consumers
and to raise this awareness.
“Our goal is to highlight the strong
sense of women-community Julep
has with its consumers.”
Strategy:
Through the efforts of our creative
campaign and our pump run, we
hope to increase overall brand
awareness among our target audi-
ence as well as position Julep as a
makeup brand that truly celebrates
women and the bond between
them.

5. Big Idea Supporting Idea:
Julep is about “breaking the rules
in beauty” and being a “next-gen-
eration beauty company”. By inter-
viewing different women within our
target audience, we were able to
insightfully recognize women enjoy
the social connection of sharing col-
ors. They appreciate the experiences
they can exchange with other wom-
en. Nail polish becomes that center
focal point. Not only do women ap-
preciate these experiences, but they
also look for a polish brand they
believe has great quality; these are
typically familiar brands such as Essie
or OPI. We chose to approach Julep
nail polish differently because of the
value women place on this connec-
tion and how it stands to be the first
approach in this format.
Must do’s:
We plan to express the intense pos-
itive emotional connection a woman
can have by purchasing a certain
brand of nail polish. She already
loves doing her nails and expressing
herself, so why not share it
wwith others?
Strategic Idea:
Emphasize the importance of com-
munity and connection between
women in today’s social world. A
portion of profits made by Julep
is donated to various charities that
support women and their philosophy
that fashion is about connections
and creating bonds, not being sin-
gled out or a superiority complex.

6. Communication:
We want to focus on the concept of
community and connection in fash-
ion. Julep embraces this and be-
lieves that fashion is not about per-
fection or superiority, it’s about the
connection that you feel to others in
a group when you express yourself
through your fashion choices. Many
of our competitors emphasize the
concept of “you,” such as finding
“your color” or “coloring your life”.
We wanted to take a different ap-
proach and focus on the concept of
community and the circle of women.
Creative:
We went for a clean and “polished”
look with our ads that are simple,
but beautiful. Because they spread
over two pages, they are sure to
be noticed and have the potential
looked at more than once because
of the long shelf life of magazines.
Some pretty ads I even have hang-
ing on my wall like Daisy by Marc
Jacobs (Higher frequency than what
we would initially pay for). They tone
is elegant but striking. The colors
that we chose are not super bright,
but they have a strong presence on
the page and compliment each oth-
er.
For our Print ads, we chose 3
magazine advertisements. These ads
will be full-page spreads and be
featured in fashion magazines like...
Deliverables

9. For our wild card we plan to have Julep Beauty inc. sponsor a Pump Run.
A “Pump Run” is a short distance race (150 yard dashes) where participants
replace their running shoes with their high heels. All participants will have
an entry fee, which will be pooled and divided amongst the female sup-
porting charities that Julep donates to.. We want to highlight how Julep
creates the sense of an empowering-women-community and felt bringing
women together for a good cause would accomplish this goal.
Each Julep nail polish is named after a strong and inspiring woman, who
has done some form of philanthropy or has served as an inspiration. This
is a large part of who Julep is as a company and should be included within
our wild card. At the beginning of the race one of these woman who has
been honored to have their name placed on the bottle, will speak about
her empowering story.
Social media will create the buzz for this event and will take place in NYC,
the hub of feminism. Advertisements will be placed all over the city, includ-
ing billboard ads, and social media will encourage others, within the sur-
rounding areas, to participate. At the event free T-shirts will be given out to
all of those participating and the winner will receive a yearlong subscription
to Julep Maven, their personalized monthly beauty subscription.
Wild Card
Creative Brief:
Communication
We want to focus on the concept of community and connection in fashion.
Julep embraces this and believes that fashion is not about perfection or superiority, it’s about
the connection that you feel to others in a group when you express yourself through your
fashion choices. Many of our competitors emphasize the concept of “you,” such as finding
“your color” or “coloring your life”. We wanted to take a different approach and focus on
the concept of community and the circle of women.
Target Audience
Our target primarily focuses on women 18 to 35 who would be more comfortable ordering
products online. They place fashion and cosmetics high on their list of priorities and find val-
ue in more expensive and higher-quality beauty products. These women are open to exper-
imenting with the season’s latest trends and are proud to express themselves through their
fashion choices. They don’t necessarily have to be wealthy, however they choose to invest in
higher-end products.
We want them to feel a strong sense of pride attached to the product. By being a part of the
Julep Maven subscribers you are part of a community and even a family. Julep emphasizes
the importance of a connection in fashion, not necessarily being superior to anyone or being
perfect.
Problem and opportunities
Julep has many attributes that would give it a fantastic competitive edge and could ulti-
mately make it stand out in a highly saturated market. Julep also has multiple connections
to non-profit organizations that benefit women, however this is not highlighted in any of its
advertisements. Julep is also on the more expensive side of nail polish coming in at $14 a
bottle for a small amount of polish. It is also sold in a limited amount of brick and mortar
stores (primarily Sephora) and is primarily purchased Online, which can be difficult to do if
consumers don’t know of its existence.
Julep’s nail polish colors are named after inspirational women both famous and everyday
heroines, therefore we want to emphasize the empowerment of women in its advertise-
ments. Emphasizing that emotional connection to the brand and perhaps shedding light on
the fact that a portion of Julep’s revenue goes to various charitable organizations that have
the common goal of improving the lives of women will create more consumer value and ulti-
mately make the high retail price almost negligible.
Supporting the idea
Julep is about “breaking the rules in beauty” and being a “next-generation beauty compa-
ny”. By interviewing different women within our target audience, we were able to insightfully
Appendix

10. recognize women enjoy the social connection of sharing colors. They appreciate the expe-
riences they can exchange with other women. Nail polish becomes that center focal point.
Not only do women appreciate these experiences, but they also look for a polish brand they
believe has great quality; these are typically familiar brands such as Essie or OPI. We chose
to approach Julep nail polish differently because of the value women place on this connec-
tion and how it stands to be the first approach in this format.
Communication do’s
Our ads provide the target audience with an emotional connection to our brand by introduc-
ing them to a social group— a sisterhood— that they aspire to be a part of.
Strategic idea
Emphasize the importance of community and connection between women in today’s social
world. A portion of profits made by Julep is donated to various charities that support women
and their philosophy that fashion is about connections and creating bonds, not being singled
out or a superiority complex.
The must do’s
We plan to express the intense positive emotional connection a woman can have by purchas-
ing a certain brand of nail polish. She already loves doing her nails and expressing herself, so
why not share it with others?
deliverables
For our Print ads, we chose 3 magazine advertisements. These ads will be full-page spreads
and be featured in fashion magazines like Cosmo, Glamour, and Marie Claire.
Wild Card
For our wild card we plan to have Julep Beauty inc. sponsor a Pump Run. A “Pump Run” is
a short distance race (150 yard dashes) where participants replace their running shoes with
their high heels. All participants will have an entry fee, which will be pooled and divided
amongst the female supporting charities that Julep donates to.. We want to highlight how
Julep creates the sense of an empowering-women-community and felt bringing women to-
gether for a good cause would accomplish this goal.
Each Julep nail polish is named after a strong and inspiring woman, who has done some
form of philanthropy or has served as an inspiration. This is a large part of who Julep is as
a company and should be included within our wild card. At the beginning of the race one
of these woman who has been honored to have their name placed on the bottle, will speak
about her empowering story.
Social media will create the buzz for this event and will take place in NYC, the hub of fem-
inism. Advertisements will be placed all over the city, including billboard ads, and social
media will encourage others, within the surrounding areas, to participate. At the event free
T-shirts will be given out to all of those participating and the winner will receive a yearlong
subscription to Julep Maven, their personalized monthly beauty subscription.
Pitch:
Primary research:
Upon interviewing different women within our target audience, we were able to insightfully
recognize women enjoy the social connection of sharing colors. They appreciate the experi-
ences they can exchange with other women and the memories they bring. One woman we
interviewed admitted to painting her nails as a time to gossip, “At sleepovers I love to paint
my nails and tell my friends what’s happening with my co-workers.” Another mentioned how
“Movies, friends and nail-polish seem to go hand-in-hand.”
Secondary research:
Julep Beauty Inc. has more than 300 products on its website and currently employs around
200 people. They are valued at 30 million. After researching the Julep brand, we found that
their nail polishes are named after strong women whose stories have empowered others. For
example, their jet black is named after Cleopatra. We additionally found that Julep donates
some of their profits to several women charities. Upon discovering this information we want-
ed to highlight their concern for a women community.
Competitive analysis
Essie
Tagline: A color for every moment
Strengths
-Has strong brand loyalty
-Has a strong presence on social media (Pinterest, Instagram, Twitter, and Facebook)
-They have around 200 shades of nail polish
-available in retailers (Pharmacies, salons, Sephora and Ulta)
Weaknesses
-Price: 8.50 per bottle
-handle doesn’t have a good grip
OPI
Strengths
- They have 204 shades of nail polish
--Has strong brand loyalty
-Has a strong presence on social media (Instagram, Twitter, and Facebook)
-available in retailers (Pharmacies, salons, Sephora and Ulta)
Weaknesses
-Price: 9.50 per bottle
-Does not have a tagline
-Does not have a Pinterest account
Butter London
Strengths
-Considered the top of nail polishes
-Considered to have good quality
-Has a strong presence on social media (Pinterest, Instagram, Twitter, and Facebook)

11. -Available in retailers (Sephora and Ulta)
-has 144 shades of nail polishes
Weaknesses
-$15 per bottle
-Less well known
Target market profile: demographics, psychographics, lifestyle, attitude
Meet Heather, she is 22 years old and just graduated from NYU. She has a down to earth
personality with a great sense of style. On her free time she goes to vintage clothing stores
and tries to find something stylish yet different to buy. Though Heather can appreciate old
clothing, she isn’t willing to buy “vintage” (otherwise known as used) make-up. She values
the more expensive brands because she believes they have the best quality. Every week she
ventures off to Sephora and comes back with all sorts of new products. While hanging out
with her friends, Heather will exchange makeup tips or kick back and watch a movie while
painting their nails. Heather enjoys how her sense of fashion allows for her to express her
creativity and to exchange her experiences with others.
Goal and objective of the campaign
Many of our competitors emphasize the concept of “you,” such as finding “your color” or
“coloring your life”. We wanted to take a different approach because Julep is no ordinary
brand. Our goal is to highlight the strong sense of women-community Julep has with its con-
sumers and to raise this awareness.
Strategy: How will you accomplish the goal?
Through the efforts of our creative campaign and our pump run, we hope to increase overall
brand awareness among our target audience as well as position Julep as a makeup brand
that truly celebrates women and the bond between them.
The Promise and The Big Idea (supported by key insights)
with our research our target women who are enthusiastic about nail polish are willing to pay
more for quality. they also choose familiar brands. enjoyed the social connection of sharing
colors and sharing experiences with the product. psychographic were are progressives all
about spiritual bond
Creative
We went for a clean and “polished” look with our ads that are simple, but beautiful. Because
they spread over two pages, they are sure to be noticed and have the potential looked at
more than once because of the long shelf life of magazines. Some pretty ads I even have
hanging on my wall like Daisy by Marc Jacobs(Higher frequency than what we would initially
pay for). They tone is elegant but striking. The colors that we chose are not super bright, but
they have a strong presence on the page and compliment each other.
Process Work

12. Thumbnails