TRUE BEAUTY BUSINESS PLAN - Final Marketing Project Winchester School of Art University of Southampton Word Count: 7224 4. 06. 2020
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Johanna Maria Kaleininkas
Final Marketing Project
Winchester School of Art
University of Southampton
Word Count: 7224
TRUE BEAUTY 4. 06. 2020
BUSINESS PLAN
Tallinn, Estonia
1
EXECUTIVE
TABLE
OF CONTENTS SUMMARY
EXECUTIVE SUMMARY 3 The following project will discuss the current situation in the beauty
industry and then go into a business proposal that is based on the wants
and needs of today’s consumers. The industry is facing some difficulties
due to the COVID-19 pandemic and there are new entrants coming in to the
market almost every day. Makeup came in the picture thousands of years
INTRODUCTION 3 ago, although it was used for body rituals at the time, but the need for
expressing oneself through paint is still very relevant. In addition, beauty
has now become a multibillion industry and it is still on the rise.
METHODOLOGY
5 The project discusses in depth the new shifts that are disrupting the
industry. The biggest trends are challenger brands, genderless beauty,
intelligent beauty and clean beauty. The latter is the most recent yet the
most powerful one. It rose from conscious consumerism and it is believed
RESEARCH & ANALYSIS
9 that hyper conscious people will start looking into every aspect of their life
and make it more sustainable than ever. This means that clean beauty is
already on their radar. Clean beauty, however, has many different sides and
aspects to it that make it unique. There are endless amount of ingredients,
BUSINESS PROPOSAL laws, regulations and terms that all need to be taken into consideration
29 when starting a clean beauty brand.
The project will end with a business proposal for True Beauty. True Beauty
CONCLUSION is a combination of mainstream and clean beauty, meaning that the
79 ingredients are clean, but the pigmentation is like of a mainstream one.
The brand vision is to become a market leader in the beauty world, and the
mission is to delivery high quality makeup that does not harm the body.
The brand stands for diversity and equality and therefore, has an incredible
REFERENCE LIST
80 shade range of 35 colours.
BIBLIOGRAPHY
89
2 3
T
This assignment will investigate, explore and analyse the beauty and
cosmetics industry. The history of beauty goes back 60 000 years when
body painting was used for rituals (Watts, 2009, p. 63), however, today
it is much more than painting your face or body. Now, it is about feeling
great, not looking great. It is clear that there has been a shift towards
wellness in beauty, which in turn has created a revolution – clean
beauty.
Although “clean”, “non-toxic”, “natural” are loose terms, generally, clean
beauty refers to products that include natural ingredients (ElBoghdady,
2020). With consumers keen to reduce their environmental impact
(Davis, 2019), the clean beauty movement makes sense. Furthermore,
inclusive beauty is also something that has been praised over the
recent years. Whether it is gender-neutral, makeup for men or ageless
beauty – it is clear that beauty for all ages and genders is something
that consumers want and demand. However, what if clean and all-
inclusive beauty were combined?
That is how True Beauty was born – putting clean cosmetics together
with inclusive beauty. The second part of this report will go over the
full business proposal for True Beauty and consider all of the aspects of
starting a new cosmetics brand. The business plan includes the vision,
market analysis, competitor and customer analysis, product mock-ups,
introduction
marketing and finance.
SECTION 01
4 5
T
There are many studies and articles discussing the beauty industry,
but the few key ones are “Globalizing Beauty: A Cultural History of the
Global Beauty Industry” by K. T. Frith, “Clean Beauty: Everything You
Need To Know” by E. Burney and two Mintel reports “Global Beauty and
Personal Care Trends 2030” and “Mintel Announces ‘sub-zero waste’
as 2019’s global beauty and personal care trend”. It is important to
have a wide variety of research to have a holistic and comprehensive
perspective on the topic. Thus, this assignment will have a broad
literature review that will support the rationale of True Beauty’s
business proposal.
The first step of the research was an analytical and methodical review
of the literature. This report used a wide variety of resources such
as academic journals, web articles and industry reports. Academic
journals and reports were searched using University of Southampton
database and usually included keywords such as “clean”, “non-toxic”,
“organic” and “natural”. Those keywords were combined with following
terms: “beauty”, “makeup”, “cosmetics”, “colour cosmetics”. Web articles
were researched using same keywords, but chosen more carefully,
because not all internet sources are reliable. In terms of all resources,
not every report, article or journal addressed the issue of interest. All
of the articles of research evaluated and more relevant, current and
reputable were obtained and subjected for analysis.
methodology
The second step of the research was supposed to be primary research
in the form of an interview with industry experts to gain insight and
knowledge of the beauty industry. However, due to the worldwide
COVID-19 outbreak the primary research had to be cancelled. Although
it would have given this report an excellent perspective into the clean
beauty industry, but on the other hand, this has given the author an
02
opportunity to strengthen the secondary research and look even
deeper into the industry.
SECTION
6 7
T
3.1 HISTORY OF BEAUTY 3.1 HISTORY OF BEAUTY
3.2 SHIFTS THAT ARE DISRUPTING THE INDUSTRY
3.3 CLEAN BEAUTY
The beauty community has blown up to be a $532 billion industry
(Biron, 2019). But what is happening in the industry and how is it
reacting to current issues in the world today? First, to understand those
questions, it is important to get an overview of its history.
Archaeological finds suggest that symbolic traditions were present in
Africa around 80 000 to 60 000 years ago (Watts, 2009, p. 63), which
means that cosmetics in the form of body paint was used for language
and ritual purposes. Watts explains that ochre, especially red ochre
was used as human social communication, but also as a form of art
on sacred objects and on the bodies of ritual performers (Watts, 2009,
p.65). In addition, in his analysis, he gives many examples of how the
paint was used to make a statement, for instance menstruating or
pregnant women would paint themselves to show that they are fertile
(Watts, 2009, pp. 71-72). This indicates that colour cosmetics has been
research & analysis
used to get a message across or make a statement.
In contrast, Jones believes that the origin of beauty lies in the scents
and healing aspects of plants, flowers and herbs, which had strong
religious and cultural backgrounds (Jones, 2010, p. 1). He suggests
that the distinctive features of today’s beauty industry made their first
appearance in fragrances and it turned ancient craft into a capitalist
industry (Jones, 2010, p. 15). However, the rise of visual self-awareness
soon took over since the trend of makeup from ancient times hadn’t
still died out. Makeup had been used for centuries to enhance one’s
appearance, for instance in Egypt men and women painted their eyes
with black and green powder and women in the Roman Empire used
03
lead to whiten their faces (Little, 2016).
SECTION
8 9
Figure 1. Maybelline ad (Maybelline, no date).
Figure 2. Maybelline ad (Maybelline, 1951).
Although beauty was mainly used to change one’s physical appearance, in the modern
day the trend shifted into cleanliness and hygiene (Jones, 2010, p. 71). There was a massive
transformation in the industry and a mass market for branded soaps emerged, with
strong advertising which persuaded consumers that the use of soap was evidence of the
superiority of Western civilisations (Jones, 2010, p. 71). Similar to Jones’ research, Frith’s
RESEARCH & ANALYSIS
RESEARCH & ANALYSIS
study supports the fact that hygiene, soap and cleanliness were the main advertising
appeals to women in the 1900s and they were closely linked with personal beauty (Frith,
2014). She continues with a statement that
‘cleanup’ transitioned into ‘makeup’
around the 1920s, which is when the modern beauty industry really began to emerge (Frith,
2014).
The once humble industry’s transformation into a brand-driven powerhouse offering
essential day-to-day products is a success story of the modern business history (Jones,
2010, p. 1). It is important to mention that the history of beauty has shaped the industry
today and there is no denying that history repeats itself.
Figure 3. Max Factor Hi-Fi Lipstick Ad (Vogue, 1958).
Figure 4. Maybelline ad (Maybelline, 1942).
10 11
3.2 SHIFTS THAT ARE DISRUPTING THE INDUSTRY 3.2.1 CHALLENGER BRANDS
The beauty industry is very quick to adapt to change. According to Richard
In the McKinsey & Company and Business of Fashion “The State of Fashion 2019”
Kestenbaum, almost none of the industry leaders have ignored signs of change
report, challenger brands were mentioned as newcomers, who disrupt a sector
in the market and create new ideas, products and collections at the speed of light
RESEARCH & ANALYSIS
RESEARCH & ANALYSIS
where incumbents rest on their laurels (McKinsey & Company et al., 2019). To put
(Kestenbaum, 2017). In another article, he further backs up his statement and says
this in the context of makeup and beauty, this term can be used for brands such as
that the industry has seen enormous innovation and entrepreneurship in the last
Jeffree Star Cosmetics, Florence by Mills, Honest Beauty, Drunk Elephant and Foreo
years (Kestenbaum, 2019). So, in another words, the industry is constantly changing.
based on the % changes in Google searches 2018-2019 (Cosmetify, 2020). According
Challenger brands are disrupting the market and new Instagram trends are arising
to Cosmetify, those are the brands that broke the beauty stratosphere in 2019 and
every day. But what exactly are the biggest trends that have shaped the industry
therefore, are the most popular challenger brands. Usually, they gain their success
during the recent years?
by advancements in technology and social media, exiting branding and smart
communication (McKinsey & Company et al., 2019). In addition, they are known for
the use of influencers and it’s been highly effective – it’s predicted that the influencer
the marketing industry will be worth $15 billion by 2022 (Rahal, 2020). On the other hand,
industry sometimes the influencers themselves are the disruptors of the industry. Their beauty
reviews on YouTube has created a massive “beauty community” and many of them
is have created their own beauty brands.
changing.
what
happened?
Figure 5. Nature+ Beauty (Geltor, 2020).
12 13
Figure 6. Genderless makeup brand Jecca Blac (Travaglia, 2019).
RESEARCH & ANALYSIS
3.2.2 BREAKING STEREOTYPES
The beauty industry is finally looking beyond of a revolution in the market (Par Vogue,
stereotypical gender-based marketing, 2019). Nonetheless, it is clear that during the
packaging and products (Chernikoff, 2020). recent years there’s been a rise in inclusive
They’ve had to rethink their strategy, since beauty: whether that’s makeup that is
about one-in-five of Gen-Z customers gender neutral, made for men or ageless
have heard or know someone who prefers beauty.
gender-neutral pronouns (Geiger et al.,
2019). So this means that stereotypes are no However, inclusive beauty is nowhere we’re
longer a thing. it’s supposed to be. Backlash with racial
profiling and lack of diversity and inclusivity
Many have said that this trend really took are still very current in the beauty world,
off when the YouTuber James Charles was but that doesn’t mean that there’s been zero
named the first “Coverboy” in 2016 (Salpini, progress (Salpini, 2019).
2019). Others think the launch of Rihanna’s
Fenty Beauty line marked the beginning
14 15
Figure 7. Genderless makeup brand Jecca Blac (Blackler, 2018).
Nearly 40% of adults aged 18-22 have shown
interest in gender-neutral beauty products,
according to NPD’s iGen Beauty Consumer
RESEARCH & ANALYSIS
RESEARCH & ANALYSIS
report (Warfield, 2019).
abuse loser
A way of breaking stereotypes in the industry is makeup for men. Men’s personal care
coward feminine
depressed
toxic
market has seen a massive rise – according to Allied Market Research the market is
expected to hit $166 million in 2022 (Warfield, 2019). While men’s beauty has usually alone sad
been described as grooming products or fragrances, then the growing trend has emotional hurt
crybaby masculinity
given a platform to actual makeup for men. For instance, Chanel announced their first
line of makeup for men in 2019 (North, 2018) that includes a lightweight foundation, a conflict
brow pencil and a lip balm (Chanel, no date).
This has enabled men to break the outdated toxic masculinity, which is a mixture of
gender angry fear
values that are dangerous, destructive; ideas that promote violence and is something
that is performed for other men for them to judge (Kimmel, 2018). Peter Maxwell has gay pain
terrified
said that “brands have a core role to play in helping men take the first crucial steps wimp
on the road to becoming better allies” and then proceeds to bring out the fact that
brands have been investing billions in constructing an image of a successful man
who is powerful, dominating and strong (Maxwell, 2018). But now, however, brands
have the power to turn that around and help detoxify toxic masculinity and one of
those ways is to not make, label and market their makeup as ‘just for women’.
16 17
“In the future, algorithmic beauty will give rise not
only to new technologies that will help the drive for
flawless skin, but it will also lead to new conversations
about the face as a site for data-gathering and shifts
RESEARCH & ANALYSIS
RESEARCH & ANALYSIS
in self-perceived beauty ideals.”
Figure 8. Intelligent beauty (Author’s own, 2020). - Daniela Walker and Jessica Smith (2018)
3.2.3 INTELLIGENT BEAUTY
It is widely believed that beauty and technology have nothing in common and are
two very different industries. Despite the everyday thought, they have actually
become closer and integrated than ever.
It is no surprise than technology has been used to simplify customers’ purchase
journeys both in-store and online (Goodsitt, 2019). For instance, a beauty retailer
Sephora has been called a master at integrating digital into their physical presence
(Barseghian, 2019). One of their greatest innovations is a partnership with Pantone,
where they offer Colour iQ that scans a customer’s face and assigns them
foundations that are exact matches to their unique skin tone (Barseghian, 2019).
However, while technology in-store has changed the way we shop, technology
in beauty has changed what we shop. Mintel states that IOT (Internet of Things)
will mainstream the 2030 beauty shelf by the ability to measure and monitor, and,
Figure 9. Intelligent beauty (Author’s own, 2020).
therefore, fit seamlessly into consumers’ lives (Mintel, no date).
18 19IT’S NOT ABOUT IT’S ABOUT
LOOKING GREAT, FEELING GREAT.
RESEARCH & ANALYSIS
RESEARCH & ANALYSIS
Figure 10. Clean Beauty (Garten, 2019).
3.3 CLEAN BEAUTY
During recent years, sustainability in the cosmetics industry has seen a massive
growth, due to the growing interest from consumers (Bom et al., 2019). Conscious Figure 11. Clean Beauty (Parish, 2017).
consumerism has been a growing trend and evidently, the conscious consumer is
behind the massive need for clean beauty. One can be conscious in many ways –
socially; ecologically, politically; value; health; environmentally (Ramchandani, 2017).
The latter two seem to be the most popular ones. It is important for brands to keep
up with consumer expectations – Mintel suggests that over the next five years, the
popularity of sustainability will reach new volumes and conscious consumers will
look into every aspect of their lives to reduce waste, including beauty and personal
care (Mintel Press Team, 2018).
Furthermore, in a trend forecast report by Mintel, they outline many trends that
are going to disrupt the industry over the next years. In the report, they put a lot
of emphasis on waste-free beauty, engineered natural ingredients and veganism
(Mintel, no date). In addition, they state that clean beauty will evolve as consumers
are doing more research than ever before making a purchase, and brand
transparency plays a huge role in their purchasing behaviour (Mintel, no date).
20 21TERMS USED IN CLEAN BEAUTY
3.3.1 CLEAN, NON-TOXIC OR ORGANIC? ORGANIC
It means that the product’s ingredients and formula are
produced without dangerous pesticides. Organic products are
usually certified and government-regulated.
Research shows that the hyper- There is not a clear definition According to Franzino and Aral (2019).
RESEARCH & ANALYSIS
RESEARCH & ANALYSIS
conscious consumers want for “clean beauty” but generally
cosmetics that are free from it refers to products that do not
toxins. But do they actually know contain certain ingredients, such
what they are looking after? as parabens, sulfates, mineral GREEN
It implies that the products are developed with minmal present
Cosmetics come in many shapes oil or talc (Franzino et al., 2019).
and future environmental impact. Covers everything from the
and sizes and carry different Moreover, “clean beauty” has products’ ingredients to how it’s made, packaged, distributed
terms for different types of ‘clean’ started to use the help of bio- and disposed.
makeup. technology to engineer even According to Franzino and Aral (2019).
more natural products (Buchanan,
The two most used buzzwords 2020).
are “clean” and “natural” beauty
and it is easy to think that those Although “clean” and “natural” NON-TOXIC
two mean the same thing. Usually, are the most used terms in the It is a product that is not harmful to humans nor includes toxic
ingredients.
‘natural’ used to describe products beauty industry, it is important to According to Franzino and Aral (2019).
that have a pure and nature- not forget other sub-categories
derived formula without lab-made in the clean beauty market. The
chemicals or synthetics (Malacoff, infographic on the right explains
2020). In contrast, “clean” beauty the differences of each category.
is often associated with clean CHEMICAL FREE
eating or eating unprocessed Refers to a product that does not contain harmful chemicals.
foods, but it actually has some Harmful chemicals are ingredients that can lead to long-term
health concerns.
differences (Malacoff, 2020). According to Franzino and Aral (2019) and Campaign for Safe Cosmetics (2020).
NATURALLY DERIVED
Naturally derived products have natural ingredients that have
undergone some chemical processing. It is similar to terms
“natural origin” or “made with natural ingredients”.
According to Franzino and Aral (2019).
Figure 12. Clean beauty sub-categories (Author’s own, 2020).
22 233.3.2 INGREDIENTS
It can be said that the science behind the trend is the most important part, as it is
the ingredients that make the makeup “clean”. According to doctors Wanner and
RESEARCH & ANALYSIS
Nathan, the majority of the chemical used in beauty fall into one or more of three big
categories: irritant/allergens; potential endocrine disruptors (ingredients that may
imitate one’s body’s natural hormones); and potential carcinogens (cancer-causing
agents) (Wanner et al., 2019).
THREE MAJOR CHEMICAL CATEGORIES
IRRITANTS AND ALLERGENS Avoided in clean cosmetics: Fragrance, methylisothiazolinone
(MI), methylchloroisothiazolinone (MCI), phenoxyethanol, vitamin A
derivatives, petroleum distillates, and formaldehydes.
Effects: Can cause contact dermatitis, which is a poison ivy-like rash
that can become chronic with repeated exposure.
According to Wanner and Nathan(2019).
POTENTIAL ENDOCRINE Avoided in clean cosmetics: Triclosan and triclocarban, placenta
DISRUPTORS extract, resorcinol, butylated hydroxyanisole (BHA), boric acid and
sodium borate, phthalates, toluene, parabens, petroleum distillates and
phenoxyethanol.
Effects: Can cause an increase in urinary and blood levels.
According to Wanner and Nathan(2019).
POTENTIAL CARCINOGENS Avoided in clean cosmetics: 1,4-dioxane, petroleum distillates, coal tar
ingredients, formaldehydes and placenta extract.
Effects: Formaldehydes has been linked to cancer formation in humans
at high doses. It also ranks among the top 10 most common allergens.
According to Wanner and Nathan(2019).
Figure 14. Three major chemical categories (Author’s own, 2020).
24 25
Figure 13. Natural beauty ingredients (Turk Corner, 2019).But what qualifies as a toxic ingredient? Unfortunately, there aren’t clear worldwide Since there are hundreds of thousands of ingredients, it’s difficult to list all of
guidelines to toxic ingredients in beauty or health products. them. As a shortcut, it’s clever to look at other “clean” beauty brands to see what
ingredients they avoid or on the other hand, opt in. For instance, a skincare brand
While the EU bans more than 1300 ingredients from cosmetics, Drunk Elephant cut out ingredients that they call the “suspicious six”: essential oils,
then in the US they only ban around 30 (Burney, 2019). drying alcohols, silicones, chemical screens, fragrances/dyes and SLS or sodium
RESEARCH & ANALYSIS
RESEARCH & ANALYSIS
lauryl sulphates (Burney, 2019). However, a brand called Balance Me have opted for
Based on this information, it can be assumed that people in Europe are much more essential oils because they believe the ingredient is tested enough (Burney, 2019).
interested in their health and wellbeing, but Americans are still new to the topic of
chemicals in beauty. Americans’ awareness to their health also correlates to other This table showcases the most common beauty ingredients that contrary to popular
aspects of their lives – according to the Organization for Economic Cooperation belief, should be avoided.
and Development, the obesity rate for American adults is at the top of the heaviest-
nations-in-the-world rankings (Kollmeyer, 2017). This points to the fact that clean THE MOST HARMFUL INGREDIENTS IN BEAUTY
cosmetics in the U.S. market might not be as successful as it would be in the
European market, which is something upcoming brands should consider.
PARABENS ETHOXYLATED AGENTS REFINED
PETROLEUM
A group of preservatives and antimicrobial They include polyethylene glycols (PEGs), Mineral oil is used as a moisturising agent and
chemicals that prevent the growth of ceteareths, oleth and sulfates. The latter is is often found in lip balms and face creams.
bacteria and mould in cosmetics. It mimics responsible for bubbles and lather in cleansers Besides the fact that it is very unsustainable
estrogen in the human body, which can cause and shampoos. PEGs are used as thickeners, from an environmental standpoint, it carries
reproductive organ harm, hormone-related softeners and moisturisers in hair products. health concerns as well. It was found to be
cancer and obesity. Exposure to parabens from Sodium lauryl sulfate is a harsh cleanser the largest contaminant present in the human
beauty products is also linked to early onset which will strip one’s hair. body due to its accumulation over time.
puberty in girls.
FRAGRANCES AND FORMALDEHYDE HYDROQUINONE
PHTHALATES
A chemical used to make a product smell The most notorious preservative in history, A bleaching agent found in skin-lightening
better. Often used with phthalates, which commonly found in keratin smoothing creams and serums and used for
helps fragrances last longer, however, treatments that relies on the chemical to lock hyperpigmentation. Has been linked to certain
phthalates have been linked to reproductive the broken hair into a straighter position. cancers, a skin condition called ochronosis
and hormonal harm, obesity, type 2 diabetes, It is recognised as a human carcinogen, a and a decreased immune response.
reduced sperm count, breast cancers and formation of cancer, and that’s why it has been
infertility. Can also be a trigger for allergies. eliminated from many cosmetic products.
TRICLOSAN TALC SILICA
An antibacterial chemical found in sanitising A mineral made from magnesium, silicon, Known as silicon dioxide, used as an
hand and body soaps and mascara. Linked oxygen and hydrogen and a common absorbent in everything from foundation to
to liver fibrosis, hormone disruption and skin ingredient in face powders and eye shadows. oral care. In terms of health concerns, some
cancer. And contrary to popular belief, not any If not purified then talc can be contaminated forms of silica can be a human carcinogen.
Figure 15. Difference between the EU and the US market (Author’s own, 2020). more effective than soap and water. with asbestos, a human carcinogen. From an environmental viewpoint, the
slippery silica found in face primer is not
biodegradable.
Figure 16. List of harmful ingredients (Author’s own, 2020).
26 27T
4.1 VISION AND BUSINESS DETAILS 4.1 VISION AND BUSINESS DETAILS
4.2 MARKET ANALYSIS
4.3 COMPETITIVE ANALYSIS 4.1.1 WHAT IS THE IDEA?
4.4 CUSTOMER ANALYSIS
4.5 PRODUCT
The business idea is to have a makeup brand that has non-toxic and clean
4.6 MARKETING, PROMOTION AND ADVERTISING ingredients, yet still delivers vibrant colours and is high in pigmentation.
4.7 FINANCE The research shows that the traditional colour cosmetics industry is a very
profitable industry, however the clean beauty market is also becoming
4.8 OPERATIONS
more popular on the daily. Therefore, a clever business idea would be to
create a makeup brand that has the best of both worlds but puts extra
attention on clean and non-toxic ingredients. In addition, True Beauty will
be cruelty free and vegan.
business plan
SECTION 04
28 294.1.2 WHAT IS THE NAME? There are two variations for True alternative when the space is tight. Both
Beauty’s logo. The main and preferred of the logos can be used together or on
one is a full text one, where True Beauty their own. The primary colour is black
A theory by Round et al. found that there is a direct link between the name of a brand is in written form. The second one is and the secondary colour is white.
and the brand equity (Round et al., 2017), therefore it is important to have a strong a simple “T” that can be used as an
BUSINESS PL AN
name that will represent the brand in the best way possible.
BUSINESS PL AN
Therefore, the name of the brand would be True Beauty. “True” as in the brand is
honest about its ingredients, and the name “Beauty” would not label the brand as
only a makeup brand, but leaves room for future launches also, such as skincare,
haircare or fragrances.
4x
x
TRUE BEAUTY
TRUE BEAUTY
4x
Figure 17. True Beauty logo (Author’s own, 2020).
Figure 20. True Beauty logo with white space (Author’s own, 2020).
TRUE BEAUTY
2/x
Figure 18. True Beauty logo (Author’s own, 2020).
TRUE BEAUTY
x
T 2/x
Figure 19. True Beauty logo (Author’s own, 2020).
Figure 21. True Beauty logo variation with white space (Author’s own, 2020).
30 31Furthermore, research shows that big brands often have a slogan or a tagline that
represents what the brand stands for. For instance, the beauty giant L’Oréal has had
the slogan “Because you’re worth it” for years (L’Oréal, 2020) and Nike is obviously
famous for its “Just Do It” tagline. However, it seems like not many beauty brands
have slogans anymore. That might be because marketing has moved from tradition
TV advertising to social media, where taglines nor slogans are not very common.
Nonetheless, True Beauty will have a tagline. Tagline “Beauty that is honest” will draw
BUSINESS PL AN
attention to the fact that the brand is honest about its ingredients and emphasise the
fact that they are ‘clean’.
Figure 22. True Beauty logo with slogan (Author’s own, 2020).
TRUE BEAUTY BEAUTY THAT IS HONEST.
TRUE BEAUTY
BEAUTY THAT IS HONEST.
4.1.3 VALUE PROPOSITION
The value proposition or the promise to be delivered is to create non-toxic products
that combine quality, pigmentation and safety in every aspect. The promise is to be
diverse, inclusive, safe, colourful and meant for all. To bring beauty that is honest to
the mainstream at a reasonable price point.
32 33
Figure 23. True Beauty campaign image (Author’s own, 2020).4.2 MARKET ANALYSIS
“The cosmetics market will undoubtedly suffer in
4.2.1 THE CURRENT SITUATION 2020 and in the years to come, but we expect it to
recover within three to five years as it has in all past
recessions. Compared to other industries, the beauty
BUSINESS PL AN
The research in section 3 explained thoroughly what is happening in the industry,
what trends are dominating and how beauty as an industry was born. What the market is fairly recession-proof, and its products
will continue to be desired by consumers – both for
BUSINESS PL AN
research didn’t discuss, was the current situation in the market. Although it is
important to research the industry first, but to actually launch a brand it is vital meeting basic needs as well as an indulgence.”
to understand what is happening in the industry now, whether it is growing or
- Carrie Mellage (2020)
declining, what changes there are and how it is segmented.
There is no doubt that the COVID-19 crisis has shocked the global beauty industry
(Gerstell et al., 2020). They have had to quickly respond to the crisis by switching their
manufacturing to produce hand sanitisers, however, at the same time they have had Even though the economic that eye-cosmetics, skincare
to think and act critically to ensure that their companies survive (Gerstell et al., 2020). magnitude of the pandemic and haircare will benefit
is greater than any recession, from this self-care trend
Figure 24 showcases the steady growth of the global beauty industry. The industry Gerstell et al. think that the (Gerstell et al., 2020). So, in
survived the 2008 financial crisis and created generations of loyal customers (Gerstell beauty industry will once conclusion, this pandemic will
et al., 2020), and in theory, it should overcome the 2020 crisis as well. But does the again stay resilient (Gerstell et have positive and negative
beauty industry actually have what it takes to beat the economic emergency al., 2020). On the other hand, effects on the industry –
this time? Poshly CEO Doreen Bloch said people are now caring about
that beauty professionals their health more than ever
GLOBAL BEAUTY-INDUSTRY RETAIL SALES, $ BILLION such as makeup artists and which means they will be
hairstylists are facing the more likely to buy cosmetics
FRAGRANCES most difficult challenges in with health benefits. This
COLOUR COSMETICS the industry since salons means that brands need to
have been closed and they make strategical decisions
are left without work (Krause, and closely investigate
SKINCARE
2020). Moreover, McKinsey & what today’s consumers are
Company estimates that the wanting.
beauty industry revenue could
fall up to 30% in 2020, yet a lot
PERSONAL CARE of people will be continuing
to wear masks which means
NOTE: Figures may not sum up to listed totals, because of rounding.
Figure 24. Global beauty industry retail sales (Author’s own, 2020).
34 35Responding to a crisis is as important as surviving the crisis. A brand can barely
survive a crisis, but if it does not respond and make necessary changes, it can have
terrible consequences that might lead the brand to failure.
Many beauty brands still rely on in-store experiences to drive sales but unfortunately,
the absence of brick & mortar stores is bound to impact many brands (Gilliland,
2020). However, one of the ways brands can respond is through virtual and
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digital consultations. For instance, a skincare brand Kiehl’s is launching virtual
consultations to guide their consumers, and Glossier has ramped up their online
tutorials on IGTV to immerse clients in instructional content (Gilliland, 2020). These
beauty moguls have realised the benefits of technology – it allows for greater
interaction between brands and consumers (Gilliland, 2020), which in turn creates
strong brand loyalty.
“As consumers become increasingly aware of
In terms of True Beauty, starting a new brand in this pandemic will be really general hygiene and safety practices, the need
challenging. It is important to be extremely smart and critical of every choice and
step they make. In addition, as explained above, heavy use of technology would help
for transparency will intensify. Clean beauty
the brand to get a bigger reach and socialise with its customers daily. What’s more, and natural have remained popular mentions
the pricing has to be spot on. It’s predicted that there are almost 17 million job losses on Twitter and Instagram in the Americas and
worldwide (Jones, 2020) which means people will be extra careful with their money.
The pricing needs to be accessible, but realistic for the brand to have good quality around the globe over the last few months. In
ingredients. fact, mentions of clean beauty and safety rose as
COVID-19 worsened in March.”
- Meghan Ross (2020)
Figure 25. Glossier’s beauty tutorial (Author’s own, 2020).
36 374.2.2 MARKET SEGMENTS 4.2.3 POSITIONING AND TARGETING
To understand the beauty industry better, it is good to divide the market into different In terms of age, True Beauty will position itself within Generation Z and Millennials. A survey
customer segments that are buying and consuming cosmetics. In the beauty world, from Mintel shows that Generation Z actively seek out clean and organic makeup and in
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they are usually segmented by demographics, geographics and consumer types, addition, another survey from Alix Partners found that Millennials hold the biggest spending
which can be related to psychographics. power and are leading the consumer demand for sustainability (Hunter, 2019). When it
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comes to gender, True Beauty will be positioned and targeted to both genders.
The industry is still dominated by gender stereotypes: products are still labelled
“made for women” or “made for men” and marketing tactics are targeted to one of True Beauty will not necessary position itself to appeal to only professionals – it is meant
the two genders. Therefore, one of most common segments in the beauty industry for everyone and therefore, will rather be targeted to traditional consumers. On the other
gender. Another common segment is categorised by location. The easiest way to hand, the products’ simplicity, clean ingredients and high pigmentation should appeal to all
segment by geography is to locate the consumer within the 4 biggest location groups customers.
in the world: North America, Europe, Asia-Pacific and LAMEA. And lastly, the last
segment is consumer typologies. This macro-category is an easy way to distinguish In the beginning, True Beauty will be positioned in the European market. Chapter 3.3.2 in
consumers, who do makeup for fun from those who take it more seriously. They also Research & Analysis showed that the people in Europe are much more educated on clean
have different wallet sizes, spending power and budgets that they are willing to beauty. Therefore, it would be a logical choice to position and target True Beauty within
spend on makeup. Europeans first, and in the future move to North America, for instance.
GLOBAL BEAUTY INDUSTRY CONSUMER SEGMENTS
DEMOGRAPHIC Age (generations).
Gender.
CONSUMER TYPES Traditional consumer.
New entrant.
Beauty addicted.
Beauty expert.
Figure 27. Natural cosmetics (100% PURE, 2018).
GEOGRAPHIC North America.
Europe.
Asia-Pacific.
LAMEA (Latin America, Middle East and Africa). Figure 28. Versed was launched in response to the
rising popularity of skincare over makeup
38 (Versed, 2019).
39
Figure 26. Global beauty industry consumer segments (Author’s own, 2020).4.3 COMPETITIVE ANALYSIS
4.3.1 COMPETITORS IN THE MARKET
“But what's interesting, and relatively unknown
to the average buyer, is that plastic pink-capped
bottle "save" from your local drugstore and the
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The multibillion market holds many competitors who all are a threat to new and
upcoming brands. There are many beauty companies on the market, but in reality, gold-plated designer lipstick are more similar
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they all fall under the massive umbrellas on huge manufacturers (Willett et al., 2017). than you'd think ...
It is important to understand how interconnected brands truly are, because only then
one can notice the similarities of the sub-brands.
Figure 30. World of beauty (Author’s own, 2020).
... because they're actually owned by the same
company.”
Figure 29. Top brand in the beauty sector (CB Insights, 2018).
- Megan Decker (2019)
40 41TOP 10 COMPETITORS: CLEAN AND MAINSTREAM MAKEUP BRANDS
4.3.2 DIRECT COMPETITORS Clean Cosmetics Cons
Pros
LILY LOLO Wide product range; strong packaging. Small colour range.
DR. HAUSCHKA Strong brand identity. Small colour range.
Although there are hundreds of brands who all pose a threat, it is crucial to filter and
categorise to find out the direct competitors. Since True Beauty is embracing both COULEUR CARAMEL Wide product range. Weak brand message.
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sides of the industry, the clean and the mainstream side, then it is important to look MADARA COSMETICS Strong brand identity and equity. Lack in product diversity.
at competitors from both side of the industry.
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HONEST BEAUTY Strong packaging. Lack in product diversity.
RMS BEAUTY Extremely wide product range. Weak brand message.
Figure 31. Dr. Hauschka (K-Rauta, 2020). KJAER WEISS Unique packaging; strong message. Low brand awareness.
VAPOUR BEAUTY Interesting concept. Uninteresting packaging.
JUICE BEAUTY Strong brand message. Low brand awareness.
W3LL PEOPLE Wide product range. Weak brand message; small colour range.
Mainstream Cosmetics Pros Cons
FENTY BEAUTY Strong brand message and concept. Undiverse product range.
ANASTASIA BEVERLY HILLS Wide product range. Weak brand message.
JEFFREE STAR COSMETICS Very pigmented colours. Bad ingredients.
HUDA BEAUTY Strong brand identity and equity. Bad ingredients.
TARTE COSMETICS Good storytelling. Lack in colour diversity.
NARS Strong brand awareness. Weak brand message.
BECCA Great packaging; strong products. Low brand awareness.
MORPHE BRUSHES Strong brand awareness. Low quality.
HOURGLASS Strong brand message. Lack in product diversity.
Figure 32. Madara Cosmetics (Madara, 2020). SMASHBOX Great brand image. Lack in product diversity.
Figure 34. Top competitors for True Beauty (Author’s own, 2020).
Here is a list of top 10 of both areas of the market. They all pose a threat for different
reasons: packaging, marketing, concept, price range, same target customer. This
table showcases the pros and cons of the competitors of True Beauty. This comes in
handy because True Beauty can learn from the mistakes of its competitors and look
Figure 33. Fenty Beauty (Sephora. no date). what they are doing good and do it better.
42 43BRAND POSITIONING MAP 4.3.3 RISKS
It is critical to evaluate risks when starting a business. One of the main risks is
competitive risk, which is the chance that a competitor will prevent one from
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achieving a goal (Spacey, 2017). Furthermore, Michael Porter created a tool called
Porter’s Five Forces (1979) which identifies five forces that make up a competitive
environment and which can disrupt the profitability of a brand (Mind Tools, 2020).
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This framework will be used to analyse and examine factors that could impact True
Beauty and its success.
PORTER’S FIVE FORCES: RISKS
Figure 35. Brand positioning map (Author’s own, 2020).
This brand positioning map locates True Beauty in the middle of both areas of the
industry. The map was conducted by comparing every brand’s eyeshadow palette:
its ingredients and price in euros. The map includes 4 clean beauty competitors and
4 mainstream beauty competitors. In conclusion, True Beauty is located on the upper
side of the map, meaning that the price is on the lower side yet the products are still
high quality and have good ingredients.
Figure 36. Porter’s Five Forces (Author’s own, 2020).
44 45TRUE BEAUTY
46 47
Figure 37. True Beauty campaign image (Author’s own, 2020).KNOW YOUR LIKE THE BACK
CUSTOMER OF YOUR HAND.
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4.4 CUSTOMER ANALYSIS
Chapter 4.2.2 already discussed the different consumer segments of the beauty
industry and chapter 4.2.3 talked about True Beauty’s positioning and targeting. The
latter also explained that True Beauty will be positioned within Europe and target
Millennials and Gen Z.
As a brand, it’s actually much more than just saying you target this age group at this
location. One needs to know the customer inside and out, their characteristics, needs
and wants. Steve Jobs was often quoted saying he didn’t listen to his customers, but
later he admitted his mistake and that when his greatest success happened (Steuer,
2018). Despite the fact that it is very important to listen to your customers, a brand
can skip that part if they already know beforehand what they want by doing their
research. A brand should always be one step ahead of their customers. On the other
hand, it is also important to listen to customers for their feedback, for instance.
Figure 38. Beauty consumer (Beauloye, 2020).
48 494.4.1 CHARACTERISTICS 4.4.2 SATISFYING THE NEEDS
This graph showcases the most basic characteristics of the two generations who True Possibly the most important part is satisfying consumers’ needs, because that is
Beauty will target. when they will make purchase. It is clear from the research that both Gen Z and
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Millennials are highly conscious about their health, wellbeing and are interested in
buying cosmetics, thus it should be quite easy to satisfy both consumer groups. To
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give an example, Gen Z are hungry for clean products – True Beauty will deliver clean
CHARACTERISTICS OF GEN Z AND MILLENNIALS
cosmetics. Millennials are financially conscious – True Beauty’s pricing strategy will
give them their money’s worth.
Moreover, True Beauty will satisfy the two upper levels of the Maslow’s Hierarchy of
Needs (1943), which is a motivational theory comprising a five-tier model of human
needs (McLeod, 2020). The basis of the theory is that the needs lower down the
hierarchy must be satisfied before one can move up a level (McLeod, 2020). If a
consumer decides to buy True Beauty to feel accomplished for instance, then they
would need to have the 3 lower ties satisfied beforehand.
GEN Z MILLENNIALS MASLOW’S HIERARCHY OF NEEDS
– Generation born between 1990-2010 – Also known as generation Y, born
(Business Insider, 2019). between 1981-1996 (Business Insider, 2019).
– Raised on the internet and social media – Entered the workforce at the height of
therefore very tech-savvy (Business the Great Recession so they are extra
SELF-FULFILLMENT
Insider, 2019). careful with money (Business Insider, NEEDS
SELF-
– Are interested in clean and organic 2019). ACTUALISATION
makeup and personal care products that – The most willing to pay more for clean- Achieving one’s full potential,
make them look like themselves (Hunter, label and ethically sourced products including creative activities
2019). (Hunter, 2019).
– Experience focused (Hunter, 2019). – Experience led (Francis et al., 2018). ESTEEM NEEDS
PSYCHOLOGICAL
Prestige and feeling of accomplishment.
– They are hungry for truth and – Technology based, optimistic, ethical NEEDS
transparency (Francis et al., 2018). spending, educated (Cheng, 2019).
BELONGINGNESS AND LOVE NEEDS
– Interested in unique and ethical – Spiritually, financially, socially and health Intimate relationships, friends.
products (Francis et al., 2018). conscious (Cheng, 2019).
SAFETY NEEDS
Figure 39. Characteristics of Gen Z and Millennials (Author’s own, 2020). Security, safety. BASIC NEEDS
PHYSIOLOGICAL NEEDS
Food, water, warmth, rest.
Figure 40. Maslow’s Hierarchy of Needs (Author’s own, 2020).
50 514.5 PRODUCT TRUE BEAUTY
THE FACE BASE COLLECTION.
The first launch of brand would be the Face Base Collection. It would include the 4
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essential products that anyone can use to create a flawless base for their makeup, or
just wear on its own for a “no makeup” makeup look. The reasoning behind brining
out face products first is that foundations, concealers and setting powders are
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universal. Not only women wear “base” makeup – men have been wearing stage
makeup to enhance, define and correct their features (Mode Dion, 2016), and even FOUNDATION
Donald Trump, the president of France and actor Daniel Kaluuya are known to use Figure 42. True Beauty Foundation (Author’s own, 2020).
“base” makeup to cover uneven skin tone (Elan, 2020). For financial reasons, it is the
best choice to come out with one collection first. Later the company can expand to
other product groups such as eyes; brows; lips; cheek products and even skincare or
haircare.
The Face Base Collection includes 4 items: a foundation, a concealer, a pressed face
powder and a loose setting powder. This collection focuses on creating the perfect
base with just 4 products that both men and women can use. CONCEALER
Figure 43. True Beauty Concealer (Author’s own, 2020).
PRESSED FACE POWDER
THE FACE BASE COLLECTION. Figure 44. True Beauty Pressed Face Powder (Author’s own, 2020.
HONEST FOR ALL.
LOOSE SETTING POWDER
Figure 45. True Beauty Loose Setting Powder (Author’s own, 2020).
Figure 41. True Beauty Face Base Collection campaign image (Author’s own, 2020).
52 534.5.1 COLOUR RANGE FOUNDATION AND CONCEALER SHADES
The collection includes 35 unique #1 #13 #25*
This highlights the issue that there are
shades that will cater to every skin tone
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many consumer groups that feel like they
and undertone, so no one is excluded. *
Launching more than 30 shades of
are left out – and not only with the lack #2 #14 #26 *
of foundation shades, also with products
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foundation and concealer today is not
meant for women only. Hence, True
a rare sight. On the other hand, when
Fenty Beauty first launched its 40 shades,
Beauty has a wide variety of foundation #3 #15 * #27
shades that suit both men and women.
there wasn’t a brand on the market that
The concealer shades are the same as
truly reached every skin tone, from very
dark to very light (Saputo, 2019). Rihanna
foundation ones, so that people can #4 * #16 #28
easily find a concealer that matches their
created to so called “Fenty effect” which
foundation. Powders will have 10 shades,
celebrates every skin tone and it has had
plus one translucent shade, since they
a massive effect on the beauty industry
are more versatile and an exact shade
#5 #17 #29
(Philips, 2018). It does not come as a
is not necessary – for instance, a person
surprise that her brand made $100 million
with darker skin can use powder that is
in sales in the first 40 days (Philips, 2018)
much lighter to give more dimension and #6 #18 #30
– people, who have previously felt that
highlight to the face.
they have been left out or abandoned by
beauty brands now had the opportunity to #7 #19 #31 *
buy cosmetics that actually matched their
skin tone.
#8 * #20 * #32
#9 #21 * #33
#10 #22 #34
*
#11 #23 #35
#12 #24
54 NOTE: Swatches marked with * are the equivalent to the powder shades. 55
Figure 46. True Beauty shade range (Author’s own, 2020).4.5.2 PACKAGING 4.5.3 UNIQUE SELLING POINT
The packaging of True Beauty will be simple to portray the simplicity of the brand.
The unique selling point or USP is definitely the factor that the brand would have
Foundations and concealers will be in glass bottles, the pressed powder in a
non-toxic and clean ingredients. Although it is a
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compact packaging and the loose powder in a glass jar. The packaging will be white
and fade into the colour of the product. growing trend, there are not that many competitors yet and it is quite new on the
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market.
Figure 47. True Beauty packaging (Author’s own, 2020).
The second USP of True Beauty is that it is genderless. The research
pointed out that makeup isn’t uncommon among men, and it is a toxic and outdated
way of thinking that only women can wear makeup. Admittedly, many other brands
have brought out makeup made “for men”, but this brand is “for everyone”. For the
young, the old, for men, for women, for light skinned and for dark skinned.
The third and last USP is the fact that due to the unique formula it will still have
strong pigmentation. Usually, natural or organic makeup have
really light pigmentation on their products and have a “no-makeup” makeup feeling
Figure 48. True Beauty Concealer (Author’s own, 2020).
to them. If the laboratory finds a perfect formula then this brand could still have all of
the non-toxic ingredients, yet still can create a full glam look or a light coverage one,
if needed.
Figure 49. True Beauty packaging (Author’s own, 2020).
The outer packaging will be in white cardboard boxes. Considering that the brand
stands for environmental issues as well, the packaging will be compostable and
recyclable. This means that the outer packaging can simply be thrown into the
recycling bin and its lifecycle will be infinite.
56 57TRUE BEAUTY
58 59
Figure 50. True Beauty campaign image (Author’s own, 2020).4.6 MARKETING & PROMOTION
what is the vision? “It's not the best product that
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The vision is to become a market leader in the clean cosmetics industry.
wins but the best-known one
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that wins.”
- Jaiden Vu (2019)
what is the mission?
True Beauty is dedicated to delivering high quality, clean, non-toxic and colourful
cosmetics to every beauty lover.
Marketing, advertising and promoting are remarkably crucial aspects of a brand.
Wertz emphasises that nearly 8 out of 10 businesses fail within the 24 first months,
often due to bad branding and an excessive emphasis on the product rather than
what are the marketing objectives? marketing the product (Wertz, 2019). This means that marketing needs to be spot on
in order for True Beauty to not fail its initial launch.
To improve brand recognition amongst Millennials and Gen Z; to launch 4 new
products; to meet the needs of the customers; to achieve strong sales; to increase Wertz has also said “content is king, and selling a vision is as important as selling the
revenue growth; to gain an advantage over competition; to create a strong brand product itself” (Wertz, 2019). This implies that there needs to be a strong vision, and
image amongst consumers; to increase brand equity; to successfully enter the for True Beauty it is to be a market leader in clean cosmetics. One very important
beauty industry. factor that needs to be recognised is that the target customer was brought up
submerged in technology and today’s digital era is hungry for smart, catchy and
* The objectives were refined using the SMART criteria, which was created by G. T. Doran (1981) to help to guide goal setting experience-driven marketing. Considering that True Beauty will first be sold online
(Mind Tools, 2020). The goals are specific, measurable, achievable, relevant and time bound (Mind Tools, 2020).
and only with direct sales, experience needs to come to online where the majority
of the marketing will happen. Thus, the marketing strategy is built around digital
marketing.
60 61MARKETING MIX
PRODUCT Clean and non-toxic makeup. Target customers, Gen Z and Millennials, have
4.6.1 MARKETING MIX showed great interest in cosmetics, especially in clean and natural makeup.
PROMOTION Advertising is extremely important to an upcoming brand. There are many ways to
The 7Ps Marketing Mix model was created by E. J. McCarthy (1960) as an essential promote a brand, but True Beauty will use a mixture of online website, SEO (search
strategy tool for small businesses (Hanlon, 2019). Although the marketing will be engine optimisation), influencer marketing, paid social advertising and social
focused online, this model will give an excellent overview of the marketing strategy
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media. The latter will possibly have the strongest effect and will be used most
as a whole. There are many aspects that need be taken into consideration such as often, as they are free platforms and easy to use.
Process, Place and even Physical Evidence.
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PRICE The price range will be located in the ‘masstige’ category. ‘Masstige’ is a middle
ground in beauty, which mimics the look and feel of luxury products, however, the
price point is above a drugstore brand, but below a Sephora one (Strugatz, 2019).
PLACE The distribution of True Beauty will initially be online through an online shop.
Since the target consumers are exceptionally tech-savvy, it would be a logical
choice to sell the products online. On the other hand, they are also noticeably
experience-driven which indicates to a brick-and-mortar store, but a new brand
does not have many resources and finances to start distributing from a physical
store straight away. In addition, in the beginning True Beauty will only do direct
sales to build brand equity.
PEOPLE The company will start off with 2-3 employees who will do everything from
sending out packages to customer service to marketing. Freelancers will be used
for design purposes and for technical support.
PROCESS The process begins with creating the formula which is usually done by a lab
(See chapter 4.7.1). Then the products get packaged and sent to a warehouse or
TRUE BEAUTY a storage where they await their shipping. After a customer places an order, the
products get sent out for the customer to enjoy.
BEAUTY THAT IS HONEST.
PHYSICAL EVIDENCE Since True Beauty will not have a physical store, the physical evidence will be
based on the branding. The logo (See chapter 4.1.2) is straightforward, because
simpler logos are instantly recognisable, crystal clear and versatile (Bowker,
2014). Furthermore, another aspect of physical evidence is the packaging of the
products, which is very important in cosmetics. Packaging is directly related to
sales and profit – Tiffany & Co. ‘s blue box is more recognisable than the jewellery
itself and Apple’s minimalist packaging is known worldwide (Conran, 2014). The
packaging of True Beauty will be simple and sustainable because the whole
brand message is to be kind to your health and to the environment. More about
packaging in chapter 4.5.2.
Figure 51. True Beauty campaign image (Author’s own, 2020).
Figure 52. True Beauty marketing mix (Author’s own, 2020).
62 634.6.2 DIGITAL MARKETING MIX
This digital marketing represents the three areas of how the marketing will happen:
with earned, owned and paid media. The majority of the focus will be put on owned
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media, because besides paid media, that is the main way that True Beauty can control
how its perceived and what content to create. The whole True Beauty online store will
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DIGITAL MARKETING MIX
be built around experience. Customers can use the Shade Finder to find their perfect
shade and take a skin quiz as well, which will help to determine how they should
approach the application process. What this means is that a customer will take a
quiz and determine whether their skin is dry, normal, combination or oily. If their
skin is dry, for instance, the True Beauty Skin Quiz will suggest that they put on their
foundation with a brush, since it absorbs less moisture from the skin than a sponge
would, and then finish off with very little powder to avoid a dry and flaky finish. All of
these tips and tricks will be portrayed on social media so that consumers can have
the feeling of experience in every aspect of the brand.
With earned media it is more hit or miss. However, if the product is good then there
should not be any worries that the customers will not like it. On the other hand, when
True Beauty receives feedback, whether it’s positive or negative, it is important to
take that feedback and use it to make the brand or the product better. Thus, it is
important to also listen to earned media because they might have valuable insight of
how to be more successful.
Figure 53. True Beauty Shade Finder (Author’s own, 2020).
TRUE BEAUTY
SHADE FINDER Figure 54. True Beauty digital marketing mix (Author’s own, 2020).
Find your foundation shade so you can
go about your day and not worry about
those awkward foundation lines.
64 65You can also read
