Eos Advertising Campaign

2. table of contents 2 executive summary agency identity 3 brand history 4 situation analysis 5 competitor analysis 6 SWOT 7 marketing and advertising objectives time frame budget 8 research objectives secondary research 9 primary research 10 brand value proposition 11 target market profiles 12 campaign strategy 13 big idea 14 creative strategy art direction copywriting 15 magazine ads 17 storyboard 18 transit ads 19 out of home ads 20 creative testing results 21 media objectives 22 media strategies 23 media choices 25 media budget 26 media flowchart 27 brand activation 30 evaluation 1 APPENDIX team biographies creative brief end notes

3. executive summary eos Smooth Spheres are a type of natural and organic lip balm that leave lips soft and smooth. Our goal is to increase awareness and use of eos within our target markets, women aged 18-34 and 18-49. Research revealed that women within the target audience were mostly single professionals with busy, stressful lifestyles, so we focused the campaign around the idea that eos helps women stay “smooth.” We aim to communicate the fact that eos not only keeps lips smooth, but also helps women look and feel healthier and happier, or “smoother.” Through a variety of media such as magazine ads, television commercials, billboards, and transit ads, we position eos as the healthy, trendy lip care brand. Atrium Advertising is a full service advertising agency committed to creating innovative campaigns to best service our client’s needs. Our team is made up of five focused, unique individuals with a passion for problem solving and creative thinking. Through extensive research, out-of-the-box thinking, and hard work, Atrium Advertising always delivers unique, effective campaigns guaranteed to grab the audience’s attention. research objectives brainstorm create evaluate agency identity 2

4. brand history 3 2007 - eos is created 2009 - eos products entered the market eos created its Facebook page 2011 - eos is a Bronze Effie winner 2013 - eos is a Cassie winner

5. competitive forces economic forces sociocultural forces legal/regulatory forces Similar companies in the lip care market competing with eos include ChapStick, Burt’s Bees, and Nivea. Due to the spreading trend of sustainability and “going green,” all of these brands are incorporating organic ingredients into their products. Eos sets itself apart with its unique selling point. The egg shape of the product is unlike any other, which increases consumer brand recognition. The distinc- tive shape also keeps the lip balm from melting in heat. Shoppers are looking for the best lip care product that is both healthy and cost-effective. The product is long-lasting and 100% natural, so the consumer gets the most for their money. The Smooth Sphere typically costs $3.29, and can be found in national supermarkets and convenience stores. eos also sells its products online through their website. eos recognizes and capitalizes on the growing eco-friendly trend in today’s society. Using natural products that contain healthy ingredients is important to shoppers, especially when it comes to their lips or skin. eos lip balm is gluten-free, paraben-free, petrolatum-free, and phthalate-free. Some of its natural ingredients include: jojoba oil to restore moisture to the lips, shea butter to prevent chapping and protect from the sun, Vitamin E, and other antioxidants. The company prides itself on creating products that are safe for its customers. Popular celebrities such as Kim Kardashian, Miley Cyrus, Ed Westwick, and Kellan Lutz have been seen using eos products, as well as endorsing them on social media. Natural and organic products are consistently gaining consumer attention. eos is certified organic by Oregon Tilth, which has an involved process and strict requirements in order for a product to become certified. eos must complete this process each time they develop a new product, as well as renew their certification annually. situation analysis 4

6. strengths: One of the most well-known known lip care brands that flourish- es on brand loyal customers. Offers many products that contain 99% all natural ingredients, such as willow bark and beeswax. weaknesses: Products tend to be more expensive than items offered by other lip care brands, such as Chapstick. Although having organic ingredients is seen as a positive for this brand, this limits the amount of new products that can be produced and placed into consumers hands. strengths: weaknesses: ChapStick is the most popular and well-known brand of lip balm. Therefore, ChapStick has the highest brand awareness; its long history and generational consistency have created a high brand loyalty for them. The average price of ChapStick is $1.69, and it is commonly found in a 2/$3.00 pack. It comes in a large variety of flavors (including limited edition seasonal varieties, certain flavors corresponding with specific health benefits, etc.). The ChapStick website does not list the ingredients of any of their products. The company does not make online purchase available directly from their website. This brand does not extend to any other product lines such as lotions or body wash. The packaging (tubes) cannot be recycled and some of the lip balms contain aluminum, which is unsafe and harmful to the environment. strengths: Nivea has more than 125 years of experience in skin care. Their company adopted the “We Care” strategy, during which they decreased packaging material to save plastic and built LEED certified manufacturing facilities. They have a large variety of flavors as well as many specific categories of lip care, depending on what the consumer is looking for: anti-age protection, smoothness, moisture, recovery, etc. You cannot buy the product from Nivea’s official website. It does not list the ingredients of the products on the website, which leaves the consumer (or potential consumer) with a lot of unanswered questions: Are these products gluten-free? Are these products all-natural or organic? This brand does not have any specific lip/body care for babies, which is a huge demographic that uses/needs lotion, nor does the product even list its safeness. weaknesses: competitior analysis 5

7. 100% natural and 95% organic, as well as gluten, paraben, petroleum, and phthalate free, which can at- tract a specific health-conscious audience Variety of flavors, as well as medicated & SPF 15 varieties Shape of the container is very unique, making it stand out from competition & making it less likely to melt Lasts longer than most lip balms eos has a strong social media presence strengths Expensive compared to many competitors Shape prevents them from fitting in consumers’ pock- ets, which many would consider inconvenient eos is a relatively young brand, so they do not have a very established presence in consumers’ minds Website is not particularly informative weaknesses Increased popularity of being health conscious and environmentally responsible eos is a relatively new brand, so it will be easier to establish brand identity without consumers’ previ- ous perceptions opportunities Competitors have higher brand awareness Because of recession, many people cannot afford a more expensive product threats 6

8. marketing objectives This advertising campaign will work to increase eos lip care product sales by 8%. We will work to accomplish this goal by focusing on the product’s ability to make lips smooth and moist, as well as the natural and organic ingredients used to make eos Smooth Spheres. advertising objectives The overall target audience that Atrium advertising agency will focus on for this campaign will be 18-34 year old women. At the conclusion of this campaign, we hope to see that 70% of the women in our target market understand our message, and that 75% will become aware of eos. For the purpose of this campaign, our effective reach will be 75% with an effective frequency of 4. time frame Atrium advertising agency will use a flighting advertising technique. In other words, we will advertise for eos only during the winter months primarily because that’s when most people tend to buy lip care products. This will be a year long campaign that will start in January of 2014 and will end in December of 2014. budget Atrium advertising agency has been given a $10 million budgettocreateaneffectiveadvertisingcampaignforeos. This amount of money will be used in the following ways: 7

9. research objectivesDetermine consumer awareness of eos Smooth Spheres Discover why consumers currently choose to use or not to use eos Determine consumers most important consideration when purchasing lip balm. secondary research To determine which media vehicles are consumed most frequently in our target market, Atrium Advertising gathered demographic information from the MRI+ database. Our 18-34 female audience are typically single professionals, mainly in the Northeast and Midwest of the country. These women are predominantly white. The television channels that our target market frequently watch include ABC Family, Bravo, CMT, Music Choice, GAC, and We TV. The most popular magazines read by this group are All You, Allure, Country Sampler, Elle, Glamour, In Style, and Marie Claire. Through online sources such as social media, blogs, and product reviews, Atrium gained further insight about various psychological characteristics of the women in our target market. Many consumers feel that the Smooth Sphere is easier to find in their handbag than a tube of lip balm. They feel proud to be seen with eos, as it is trendy and regularly endorsed by celebrities. To determine the public opinion of eos, Atrium Advertising searched through social media, such as twitter mentions of eos, tumblr posts about eos, facebook posts about eos, and eos product reviews. It was discovered that many eos users are generally brand loyal, love the product, and will collect multiple flavors. The eos users (and celebrities, too) are proud to be seen with the brand, many taking and posting pictures of themselves with their lip balm. They also report that the lip balm is easy to find in a bag or purse, it smells and tastes good, and it is long lasting on the lips, keeping them plump and moisturized. 8

10. primary research Atrium Advertising Agency conducted an online survey and received responses from over 300 members of our target audience. We asked a variety of questions designed to gauge our audience’s overall awareness and use of the eos brand. We also sought to determine why our target market chose to use eos or one of our competitors, as well as what features were most important to them when purchasing lip balm. First, the survey revealed that while 68% of respondents had heard of eos, almost 50% had never used it before. Those that did use eos listed its spherical shape as the feature they most liked, followed by its ability to keep lips soft and smooth. The primary considerations when purchasing lip balm were price and flavor, but many also said the specific brand was most important. About 80% of survey respondents said that buying natural and organic products was at least somewhat important to them. We also determined that our most popular competitor was Burt’s Bees, closely followed by ChapStick. 9

11. brand value proposition eos Smooth Spheres are all natural, antioxidant-rich lip balms that not only solve the problem of chapped lips, but also keep lips soft and smooth. In addition to being all natural, eos Smooth Spheres are 95% organic, meaning they are free of artificial ingredients, such as petroleum and paraben, that are present in many other lip balms. They are available in a wide variety of flavors, and the unique spherical shape of the container makes them less likely to melt. Those who use eos Smooth Spheres can feel safe and aware knowing that the product they’re using is made with natural and organic ingredients. Especially for a product that’s being applied directly to the skin, it’s important for consumers to understand what exactly they are using so they can feel con- fident that they’re doing what they can to keep their bodies healthy. eos’s focus on natural ingredients and added vitamins ensures customers that they are a quality, beneficial brand to choose. Self Expressive Benefits: Knowing that eos uses natural and organic ingredients, consumers can feel more health conscious and environmentally aware by choosing to use their products. Not only will they feel better about themselves, they can also gain a sense of having contributed to the greater good. Being “green” is also an increasingly popular concept in today’s society, so using eos can make consumers feel trendy and up-to-date. Many celebrities have been pictured using eos Smooth Spheres or given positive product reviews, which can contribute to consumers feeling trendy by using eos as well. functional benefits emotional benefits self expressive benefits 10

12. target market profiles She is a 20 year old college student at- tending Hunter College in New York City. She is currently taking classes to ob- tain a degree in Psychology and hopes to work as a forensic psychologist. Even with the right amount of determination and the drive to do well, she frequently stresses over the challenges that every college student faces on a daily basis. Jasmine is looking for a product that will keep her lips smooth and make her appear trendy while using it. jasmine She is a 31 year old paralegal living in Chicago. For the time being, her primary focus is on further developing her career. She is especially concerned with her appearance at the office and her overall health, so she primarily seeks out top-notch products contain- ing only organic and natural ingredients. sarah She is 43 years old and a working mother of 2 from Boston, Massachu- setts. Michelle cares about her well being, in addition to the well-being of her children, so she tends to purchase organic products to promote a healthy, happy lifestyle within her family. michelle secondary audience 11

13. campaign strategy CHALLENGE KEY INSIGHT SOLUTION eos Smooth Spheres are a fairly new product, and therefore haven’t had enough time to create brand loyalty or even brand awareness for most potential customers. However, many consumers that are aware of eos are choosing to purchase other lip balms with very similar benefits either because they are loyal to another brand or they don’t know enough about eos to justify their purchase. Our target audience is mostly comprised of single, professional women with busy, stressful lifestyles. They tend to lean towards natural products not only in order to be healthy, but also for the purpose of appearing put-together and trendy. We will position eos as an environmentally friendly lip balm that helps women remain calm, collected, and healthy amidst their nonstop lifestyles. We want to show our target audience that using eos will help them feel and look healthier and happier. 12

14. show the world you're smooth. BIG IDEA 13

15. creative strategy The research that we have gathered has shown that the average users of the eos brand are young, single, career focused women. Their primary focus is on representing themselves professionally while maintaining a trendy, attractive appearance. One of the challenges they may face is balancing their overall health and appearance with their chaotic and stressful lives. We will communicate the idea that eos can not only make women’s lips smoother, but can also make them appear more put together despite their stressful lives. Our creative strategy will show im- ages of women in “rough” situations, but will also show them using eos to smooth out their “rough” patches. 14 Each of our print advertisements features a young woman experiencing a “rough patch” - waking up early, going on a bad date, and being overwhelmed with studying. The ads are in black and white, except for the Smooth Spheres themselves, in order to highlight their vibrant colors and contrast the “rough” situation with the positive effects of using eos. The bottom or side of each image is accompanied by a silk texture background to emphasize the smoothness eos brings. The eos logo and our tagline will be shown against the silk background, once again emphasizing the smoothness of eos in consumers’ minds. The rest of our advertisements simply feature a woman applying eos and smiling to showcase the positive, “smooth” effects of using eos - looking and feeling healthier and happier. The colors used in each ad are mostly pastels, once again emphasizing eos’s calm, natural image. Somewhere in each add, we’ve also placed the Face- book and Twitter logos as a call to action to engage with the brand on social media. Our tagline, “Show the world you’re smooth,” and the eos logo appear in every advertisement to create consistency. In the print ads, a short phrase describing the nature of the rough situation is placed near the top of the page to capture the reader’s attention. The words “100% natural, 95% organic” also appear above or underneath the eos logo in each add to highlight the brand’s environmentally conscious ingredients. The font of the copy is fairly simple and easy- to-read, as well as consistent throughout the ads except for the word “smooth,” which is in a script font to highlight its importance and meaning. The copy is mostly limited to the tagline because we want the message to be straightforward and have a big impact. art direction copywriting

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18. 17 1. A professionally dressed woman is behind a podium in a conference room giving a presentation. 2. The woman starts to choke on her words, and a panicked expression comes over her face. 3. The camera pans to the professionally dressed audience, who all have very confused, expectant expressions. 4. The camera pans back to the woman presenting as she apolo- getically excuses herself for a minute. 5. The woman ducks behind the podium and searches through her purse. 6. She finds her eos Smooth Sphere and applies it, a relieved expression replacing the panicked one. The song “Feel Again” by OneRepublic begins to play. 7. The woman stands back up, smiling, and confidently continues giving her presentation. 8. The background changes to white satin, featuring the words “Show the world you’re smooth.” A female voice reads, “Work can be rough... show the world you’re smooth. Pick up an eos Smooth Sphere at your local convenience or grocery store today.” 9. The tagline is replaced with the eos logo and a Smooth Sphere over a white background. The announcer reads, “eos: the evolution of smooth.”

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21. creative testing results 20 The overall response to our creative idea was positive. Many individuals responded to the advertisements themselves and liked the color scheme. Respondents also found the ads very relatable on a personal level, which is important considering that these responses came from individuals in our target audience. “I really enjoyed that the ads made you feel like you were catching a person in their everyday life rather than just having a model posed with the product.” “The ads were innovated and eye-catching. They gave me a new perspective on how I think about lip- care.” “The creative idea is simple, effective, right to the point, and most importantly, relatable.” “I think the ads are very colorful and bright. I like the pastel colors. It helped to grab my attention.”

22. media objectives reach the target audience Our target audience is 18-34 year old single, professional women. Atrium Advertising will focus much of our attention on this age range because these women are either looking to start their careers in the near future, or they have already started their job. These women are typically concerned with their professional appearances and seek out products that can help make them look more attractive while on the job. Furthermore, they are health conscious and are willing to spend a little more on products that will help them to best take care of their bodies. The secondary audience members that we will strive to reach are 34-49 year old mothers. geographic scope of the placement We will utilize both regional and national advertising for this campaign. Our magazine prints, online videos and out of home advertisements will be nationally distributed, but we will put extra focus into our target regions (Northeast and Midwest U.S.). message weight Women in our target audience enjoy reading magazines and watching television in their free time, so the message weight will be relatively equal within magazines and television. Atrium will also focus a lot of attention on transit advertisements, with some funds being used for billboard ads as well. The women in our target audience are constantly on-the-go, and we believe that placing advertisements in largely frequented locations such as subways or buses will have a lasting effect. Many of our brand activation tactics also involve social media, which is important because our target audience spends a lot of time on the internet, especially on social media sites. 21

23. media strategies reach and frequency The effective reach for our campaign is 75% with an effective frequency of 4. continuity Atrium plans to utilize the flighting media strategy. We want our advertisements to have heavy exposure during the cold winter months, primarily January, Febru- ary, October, November, and December. Cold weather causes chapped lips, which greatly increases the need for lip balm. length/size of all advertisements Television: 30 second spots Magazine: 1 full color page with bleed Out of Home: Billboards: 48 ft x 14 ft Point of Purchase (checkout conveyer belt): 8.5 in x 11 in Transit: 16 in x 22 in (inside subway car) 120 in x 28 in (driver side of bus) 22

24. media choices magazines Glamour circulation: 2,324,170 Glamour focuses on women’s health and fashion, celebrity news, and romantic relationships. These are all topics targeted to- ward our primary and even some of our secondary audience. As a trendy health product that many celebrities have been seen using, eos would benefit from having ads in a magazine that focuses on these benefits. Allure circulation: 1,108,256 Allure is the dominant women’s magazine dedicated to beauty tips and trends, which greatly appeal to many members of our target audience. eos promotes health and beauty, so it would be very beneficial to advertise it in a magazine dedicated to that type of product. Women’s Health circulation: 1,582,687 Women’s Health discusses topics related to women’s fitness, nutrition, weight loss, and relationships. Women from both of our target audiences are health conscious and interested in many of these topics. Advertising eos in Women’s Health would increase its awareness among health conscious consumers, as well as help position it as a healthy brand. In Style circulation: 1,801,701 In Style focuses mainly on women’s beauty and fashion, as well as celebrity news and lifestyles. Through this magazine, eos can effectively reach our trendy, beauty conscious target audience. Cosmopolitan circulation: 3,023,884 Cosmopolitan is focused around sex and relationship advice, fashion, and celebrity news, giving it a younger audience. Advertising in this magazine will especially reach our target audience, and help present eos as a hip, trendy product. 23

25. television This is a popular channel amongst our target audience. Many young women want to come home after a long day and settle in on the couch to watch their favorite shows (or “guilty pleasures”). This channel primarily airs reruns of TV shows that were popular at one point, but may not currently be. This can reach our secondary audience looking to watch old episodes of their all-time favorite programs. By incorporating news programs onto their network, E! is always up-to-date on the latest pop culture, which the women in our target audience are curious about and appreciate. Top Chef: Wed 10pm/9c Real Housewives of Beverly Hills: Mon 8pm/7c CSI: Miami: Mon 8pm/7c Chelsea Lately: Weeknights 11pm/10c E! News: Weekdays 7pm/6c & 11:30pm/10:30c billboardsWe plan to place ads on billboards in several major cities across the Northeast and Midwest, including Chicago, New York, Bos- ton, Philadelphia, and Washington, D.C. The ads feature our tagline as well as a woman in a stressful situation managing to stay “smooth” as a result of using eos. Since we are especially pushing eos during the dry winter months, the billboards will be up in January, February, October, November, and December. These ads will reach our busy target audience as they commute to and from school, work, and the many other activities in their lives. transit In order to target our busy, largely professional audience, we will be placing advertisements on buses, on cabs, and in subways in a variety of major cities, including Chicago, New York, Boston, Philadelphia, and Washington, D.C. All of these ads feature our tagline and a woman “staying smooth” with eos. The bus ads will be placed on the outside driver’s side of the bus, the taxi cab ads will be placed on the taxi tops, and the subway ads will be placed on the inside of subway cars. All transit ads will be placed during January, February, October, November, and December since we are mainly promoting eos during the dry winter months.24

26. mediabudget 25

27. mediaflowchart 26

28. Identify: Twice a month, eos will utilize their various social media platforms to inform their consumers about a “scavenger hunt” held in major Northeastern/Midwestern cities. Objective: To engage members of our target market, all while spreading general awareness of eos to passers-by in the city. Strategy: Participants will follow stickers in the shape of footprints that are placed on sidewalks and crosswalks. When they reach the end, a laminated, blown-up photo of an eos Smooth Sphere will be hanging from a street sign. The first 100 participants to take a picture with the Sphere and post it on Twitter or Instagram using the hashtag, “#IFoundEos,” will win a special edition Smooth Spheres Prize Pack. brand integration brand activation 27 point of purchase display Identify: A point of purchase display will be featured at the checkouts of a variety of convenience stores and supermarkets. The display will include a paper banner attached to the sales rack by the register and a sticker on the conveyor belt. Objective: To increase awareness and to encourage consumers to purchase eos before leaving the store. Strategy: The display is comprised of a sticker of an eos Smooth Sphere on the conveyor belt and a paper banner ex- tending from the rack by the register on which eos Smooth Spheres are being sold. The banner will feature our slogan, a picture of an eos Smooth Sphere, and a call to action to purchase the product. These point of purchase displays will increase awareness of eos by presenting the product in a part of the store that all customers visit - the checkout. They also act as last minute reminders for consumers to try the product before they leave the store. The displays will be presented at the checkouts of several stores, including CVS Pharmacy, Target, Wegman’s, and Walmart. Advertising in these stores will reach a wide variety of consumers with varying incomes and health consciousness.

29. 28 strategic partnership Identify: Yoplait sells many different flavors of yogurt and identifies as an alternative healthy snack. eos will partner with Yoplait and incorporate the brand’s most popular yogurt flavors into a new lip balm line named “Desserts.” Objective: To develop new lip balm flavors that appeal to our consumers, as well as allow potential customers to try the product without purchasing it. . Strategy: By partnering with a well-known brand in a completely different product category, we will be able to reach our primary audience as well as various secondary audiences. This will spread awareness of our relatively young brand, and assist in the development of delicious and unique lip balm flavors, such as “Pineapple,” or “Lemon Cream Pie.” To engage consumers, eos will offer a free Smooth Sphere (flavor of their choice) to any individual that collects 20 yogurt lids and sends them in for the prize.

30. tablet coupons Identify: An endcap in the beauty aisle of convenience stores will be reserved for eos during the winter months. There will be a certain number of sampling tickets available at the beginning of each month in a dispenser attached to the endcap. Objective: To spread awareness and allow potential consumers to try out the brand. Strategy: An interactive tablet will be displayed on the eye-level shelf of the endcap. The tablet will be activated and a woman’s voice will come through the speaker when a customer comes up to the endcap and stands there for a certain number of seconds. An email entry screen will be displayed on the tablet. If the customer enters their email address, they will instantly receive a message on their smart phone with a promotional code to show at the store’s cash register, for a deal such as “buy one sphere, get one free.” Additionally, eos can use the collection of email addresses towards their future marketing. This interactive display will be presented in a variety of stores, including Target, CVS Pharmacy, and Walmart, allowing us to reach a wide variety of customers. 29

31. evalutation 30 Atrium Advertising had three main objectives: to enable 75% of our target market to become aware of our product, 70% of these people to understand our overall campaign, and to increase eos lip care product sales by 8%. The chart and table below visually represent our prediction of how brand awareness, brand understanding, and product sales will increase based on our flighting media schedule.

32. Megan Zart is a sophomore Integrated Marketing Communications major, Psychology mi- nor from Cleveland, Ohio. On campus, she is a member of the Women’s Var- sity Swim Team, Student Volunteers for Special Olympics, and Park AdVenue, Ithaca’s chapter of the American Advertising Federation. In the future, Megan hopes to apply her creativity and problem solving skills to a career in advertising. She also plans to intern in Los Angeles next fall. Her favorite eos is pomegranate raspberry. Colleen O’Meara is a sophomore Integrated Marketing Communications major, Psychology minor from Washingtonville, New York. On campus, she is a member of Park AdVenue, IC’s Social Media Street Team, 180 Degrees Consulting, HiFashion Studios, and To Write Love on Her Arms. She plans to study and intern in Lon- don during the Spring of 2015. Colleen is interested in social media strategy and art direction, and hopes to work in an advertising agency in New York City after graduation. Her favorite eos is summer fruit. Stephanie Kaczor from Syracuse, NY, is a junior Applied Psychology major with a minor in Inte- grated Marketing Communications. On campus, Stephanie volunteers for the Red Cross Club. So far this year she has helped organize two blood drives, and two fundraisers. She also holds a job as a Teacher’s Assistant for a Statis- tics class. After graduation, Stephanie hopes to become a forensic psychologist or an I/O psychologist who works for a consulting firm. Her favorite eos is blueberry acai. team biographies

33. Kasey Speth was raised in New Paltz, NY. She is currently a sophomore at Ithaca Col- lege with an Integrated Marketing Communications major in the Roy H. Park School of Communications. Kasey loves graphic design and is currently the assistant layout editor of Cake: a Music Zine at Ithaca College, but she has hopes of becoming the head layout editor within the next year. She also has experience in marketing with 180 Degrees Consulting. Kasey intends to get an internship related to advertising in Los Ange- les in the fall of 2014, and after graduation she plans on getting into a career in the creative side of advertising, hopefully as an assistant art director. Her favorite eos is sweet mint. Patricia Grudens is a sophomore Integrated Marketing Communications Major, Deaf Stud- ies and Writing Minors from Long Island, New York. On campus, she is a member of Park AdVenue (American Advertising Federation), American Sign Language Club, and To Write Love on Her Arms and volunteers at South Hill Elementary School once a week. Patricia is specifically interested in the creative side and/or social media aspect of advertising and hopes to work in an agency in New York City after graduation. Her favorite eos is strawberry sorbet.

35. end notes Berken, K. (2012). Brands/Media Kits. Retrieved December 1, 2013, from Condé Nast website: http://www.condenast.com Best ChapStick Products. (2007). Retrieved November 12, 2013, from totalbeauty.com website: http://www.totalbeauty.com/reviews brands/chapstick Brand History. (2013). Retrieved November 12, 2013, from Beiersfdorf website: http://www.beiersdorf.com Choose Your Flavor. (2013). Retrieved November 12, 2013, from ChapStick website: http://www.chapstick.com Consumer Magazines. (2013). Retrieved December 1, 2013, from KANTAR Media website: http://next.srds.com/home eos. (February 3, 2009). Retrieved from Facebook website: https://www.facebook.com/eos EOS BUZZ. (2013). Retrieved December 5, 2013, from eos, evolution of smooth website: http://evolutionofsmooth.com Fall 2012 Product Health & Beauty Aids. (1996). Retrieved December 1, 2013, from GfK MRI Reporter website: http://mriplus.com/site/ index.aspx?AspxAutoDetectCookieSupport=1 Ingredients. (2013). Retrieved November 11, 2013, from BURT’S BEES website: http://www.burtsbees.com LIP BALM. (2013). Retrieved December 5, 2013, from eos, evolution of smooth website: http://evolutionofsmooth.com Lip Balm Impressions Survey. (1999). Retrieved November 11, 2013, from SurveyMonkey website: https://www.surveymonkey.com Nivea. (2013). Retrieved November 12, 2013, from Beiersfdorf website: http://www.beiersdorf.com Our Standards. (2013). Retrieved November 11, 2013, from BURT’S BEES website: http://www.burtsbees.com Sustainability. (2013). Retrieved November 12, 2013, from Beiersfdorf website: http://www.beiersdorf.com U.S. Department of Commerce. (2013, December 1). QuickFacts from the US Census Bureau. Retrieved December 1, 2013, from United States Census Bureau website: http://www.census.gov/

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