Coty Cosmetics Assignment

1. ?

2. INTRODUCE AND LAUNCH A NEW FRAGRANCE FOR COTY COSMETICS
!
Task

3. “With a hangover, your body is processing the
alcohol you consumed. It actually processes through
the skin, and the by-product your body pushes out
are the sugars from the alcohol.
!
It's those sugars that interact with your fragrance,
which can make it smell rancid.” (Refinery29)

4. prime

5. prime A BASE TO ENSURE YOUR FRAGRANCE SMELLS THE WAY YOU EXPECT IT TO.
!
! By using PRIME
before fragrance
application, users
will neutralize any
unpleasant aromas,
so they can
maintain their true
fragrance.
When applying a
fragrance, many people
do not take into
consideration what their
skin smells like at its
current state.
When an individual
selects a fragrance, he
or she establishes a
scent identity that can
be corrupted by odors
emitted by the body.
The food + drink he or
she consumes can
greatly impact the odor
of the body’s natural
oils.

6. brand story
I am the master of patience.
!
Sitting on the counter all day long,
admiring the bathroom just waiting to
be used.
!
I practice this virtue because I am
loyal- you chose me from thousands
of options because I was the perfect
scent you identified with.
!
I was excited to start our lives
together but things have not come up
like roses.
!
Your habits are putting a strain on our
relationship.
!
You chose me for my unique smell
and your overindulgence has caused
me to change.

7. primary target
the weekday warrior
men and women
ages 18-32

8. secondary target
individuals with
sensitive skin or
allergies

9. prime

10. .5 FL OZ
!
!
1.0 FL OZ
!
!
1.7 FL OZ
!
!
3.4 FL OZ
!
!
travel +
sample
$35$25$18
sizing and pricing

11. distribution
BIRCH BOX
!
DEPARTMENT STORES
!
BEAUTY RETAILERS (ULTA/SEPHORA)
!
!

12. monthly subscription service
women $10/mo. - men $20/mo.
top-shelf beauty and grooming samples
400,000 subscribers
CASE - STILA
saw an 11.2% conversion on sales after shipping sample

15. social media
+ marketing
BEAUTY BLOGGER CAMPAIGN
!
BEAUTY MAGAZINE PITCH
!
!

16. bethany
mota
BEAUTY BLOGGERS
!
!
!
!
!
!
jaclyn
hill
alyssa
wallace
michelle
phan
carli
bybel
8,125,475
followers
1,663,238
followers
2,346,719
followers
7,418,292
followers
286,705
followers
ALLURE
BEST OF BEAUTY
BLOG WINNER 2014
!
!
!
!

17. !
products are listed in multiple
categories: fragrance, primers, or best
beauty breakthrough
readers also have a voice and get to
vote for their favorite products
entire section dedicated to fragrance
!
total circulation: 1,139,932

18. prime
MICHELLE DARNELL | JEAN FEROLDI | NIMA KHALILIAN
!
!