For Advertising class, my team and I created an advertising campaign to rebrand eos, the lip balm company.

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, tele-
vision 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 creat-
ing 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, effec-
tive 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, para-
ben-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 prod-
ucts, as well as endorsing them on social media.
Natural and organic products are consistently gaining con-
sumer 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 ingre-
dients 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 aware-
ness; 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 prod-
ucts on the website, which leaves the consumer (or
potential consumer) with a lot of unanswered ques-
tions: 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 vari-
eties
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 or-
ganic ingredients used to make eos Smooth Spheres.
advertising objectives
The overall target audience that Atrium advertising agen-
cy 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 under-
stand our message, and that 75% will become aware
of eos. For the purpose of this campaign, our effec-
tive reach will be 75% with an effective frequency of 4.
time frame
Atrium advertising agency will use a flighting adver-
tising 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 prod-
ucts. 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 vari-
ous 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 pri-
mary 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 ingredi-
ents.
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 pur-
chase 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 to-
gether 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 fea-
tures 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 smooth-
ness 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 - look-
ing 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 ac-
tion 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 environ-
mentally 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

16. 15

17. 16

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 profession-
ally 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.”

19. 18

20. 19

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 benefi-
cial to advertise it in a magazine
dedicated to that type of product.
Women’s Health
circulation: 1,582,687
Women’s Health discusses top-
ics related to women’s fitness,
nutrition, weight loss, and rela-
tionships. 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 con-
scious 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 ce-
lebrity 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, fash-
ion, and celebrity news, giving it a
younger audience. Advertising in
this magazine will especially reach
our target audience, and help pres-
ent 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 al-
ways 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 sub-
ways 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 supermar-
kets. 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 in-
crease 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 in-
crease 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 advertis-
ing. 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 psycholo-
gist 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 cur-
rently 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 inter-
ested 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/