Bad, Bold, and Confident.

Presented by Sage Ratner & Dominique Falcone

THE BIG IDEA

“BAD, BOLD, AND CONFIDENT.”

Background:

Katherine von Drachenberg, best known as Kat Von D is a tattoo artist, model, musician, TV personality, and now makeup brand owner. The beginning of her fame began on the TLC series, LA Ink where she gained the Guiness World Record of most tattoos given by a single person in 24 hours, designed the logo for the city of Los Angeles, and wrote two books, High Voltage Tattoo and The Tattoo Chronicals which reached #6 and #3 on the The New York Times Best Seller list.

In 2008, Von D created a makeup line for Sephora in which she continues to release new collections every year. She embodies the largest following amongst any beauty brand on social media by showcasing her talent and passion for color. Kat has created this high performance brand that specializes in long-wear, high pigment, and full coverage makeup products. The newest collection in the spotlight is the “Studded Kiss Collection,” for the “baddest, boldest, and most confident” woman.

PRIMARY RESEARCH:

For our primary research, we actually purchased the Studded Kiss Lipstick Set from Sephora to try it out first hand. Each color, enticing and bold, was comfortable and long lasting. The set included four bold reds, three statement pops of color, and two every-

day classic shades- in matte, shimmer, and metallic. We also passed along the lipsticks to our friends to try and review.

Gabrielle French (21 year old college student)- “ I like the dark red shade, it makes me feel edgy-chic and badass when I wear it out. I just hope it doesn’t scare the boys

away...”

Marianna Dunbrook (20-year-old college student)- “I’m never really bold with my make-up - I like simple, soft, and feminine. That’s why I like this brand because it caters to all

kinds of women and all kinds of moods.”

SECONDARY RESEARCH:

We kept the Kat Von D logo in our advertisements as well as the overall “feel” of the brand.

GOALS AND OBJECTIVES:1. To increase overall awareness

2. To increase sales by 7%

This will be executed through magazine advertisements and our NYC graffiti takeover campaign

TARGET MARKET:

Our target market is women, 18 and older. We did not want to set a specific age range because we feel as though lipstick is a universal symbol for

femininity and expression across all ages. No matter age, color, or background story, our women are confident in their skin.

This is Tamara- a 23-year-old grad student at Cornell University. During the week she is a serious student studying pre-med but on the weekends she likes the let loose and enjoy the Ithaca nightlife with her friends. With all of the vodka sodas she is about to consume she needs a lipstick that will last long enough she doesn’t have to reapply but cheap enough so that if she accidentally loses it, it will not ruin her budget.

This is Sonia, a 37-year-old mother of two. Ever since the age of 16, she has enjoyed experimenting with all types of makeup. However, having kids and getting older, she needs to use products that are good and beneficial for her skin after reapplying for all of those years. The Studded Kiss lipstick is infused with vitamins A, C, E, and antioxidants to leave her lips feeling soft and renued.

STRATEGY:

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