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THE BUSINESS

Bobbi Brown is dedicated to understanding a woman’s natural beauty and individualism.

Her philosophy is about finding balance and cultivating a positive outlook. Bobbi Brown

competes by offering a full line of quality cosmetic products that come in an array of colors

specifically designed to perfectly blend into any woman’s skin. Bobbi focuses on helping to

create a natural look for women and enhance their face rather than mask it.

Currently Bobbi relies on minimal advertising. Bobbi Brown will begin advertising to a

new target audience in order to broaden the consumer base and diversify the clientele. Like

many other companies, Bobbi has seen a decrease in sales due to the recession. Consumers are

cutting out “wants” and sticking to “necessities.” The advertisements aim to inspire feelings of

empowerment in women with the intention that they will identify with Bobbi’s image and

therefore continue spending the extra money on Bobbi’s products.

Bobbi Brown is also involved with the annual Dress for Success charity event.

BRAND EQUITY 2

BRAND HERITAGE In 1990 Bobbi Brown debuted with a line of “Brown Lip Color,” which was 10 different

shades of lipstick that women could mix and blend to create an infinite number of shades. Bobbi Brown founded her line on the principal that makeup is most flattering when it’s soft and natural. Bobbi Brown created this line for all women who are able to balance the responsibilities of the real world while still maintaining their femininity.

BRAND REPRESENTATIVES Bobbi’s foundation collections are the brand representative because they are what draws

in the target audience. Bobbi’s promise to match any shade of skin is a driving force of the campaign.

BRAND IDENTIFIERS Bobbi Brown is easily identified by the signature black and white packaging with simply

BOBBI BROWN written. The television commercials will be easily identifiable because the signature “sweeping of the jaw line.” The print ads will have the tagline “Your beauty in your colors.”

BRAND DOMAINE Bobbi’s consumers could range from teenagers who are just becoming serious about

makeup to elderly women who still care about their appearance. However, Bobbi’s main goal is to see women of all ethnicities embrace Bobbi Brown. Eventually Bobbi could expand to hair products including accessories, brushes, shampoos and conditioners, and styling products.

BRAND ESSENCE Bobbi Brown. Your beauty in your colors!

KEY STRATEGY QUESTIONS

1. Which should be evolved?o Bobbi Brown needs to improve advertising in order to reach a new target market

2. Are there negatives we should strive to eliminate?o The idea that older rich white women are Bobbi’s core customer

3. Which characteristics must be retained? o The “approachable prestige” of the line

BRAND PERSONALITY3

If Bobbi Brown cosmetics were a person it would be Halle Berry. Her subtle look serves

as a reminder that she does allow her outer beauty to overshadow the strong woman that she is

inside. She has goals and ambitions and realizes the effect that looking well put together has on

her self image as well as her image to others. Never will you see Halle hiding behind an

unrecognizable mask of makeup.

Bobbi Brown’s nature can best be described as unassuming yet confident. She

understands that a well put together face is just a reflection of a well put together woman. Even

though she is a busy woman she sees the value in separating time to tend to her mind, body, and

soul. Before heading to work she does her hair and applies her Bobbi Brown Cosmetics. She

appreciates that it takes her just 5 to 10 minutes to transform her face from “just woke up” to

“fresh and ready for the day.”

TARGET CONSUMER

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Bobbi Brown celebrates the diversity of all women in their ethnicities, careers, and

lifestyles. Bobbi encourages individualism and strives to help women create it;

however, Bobbi’s target consumer shares some basic qualities. Bobbi’s target consumer

is a social woman who has people, such as friends, family and coworkers, with whom she

would share her positive reviews of Bobbi‘s product.  Although Bobbi plans to increase

its presence in the media, it will still largely rely on word-of-mouth advertising. The

target consumer also is passionate about her career and life; she is a “go-getter”

type.  It takes this kind of woman to realize the benefit in investing in Bobbi’s high

quality products as opposed to settling for Cover Girl or Revlon

VALUE PROPOSITION

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Bobbi Brown cosmetics enhance a women’s natural beauty and helps complete her

overall look. With the confidence that the world is seeing her at her best, the Bobbi Brown

woman is better equipped to step up and achieve her goals.

The value of Bobbi Brown is that Bobbi can offer any woman their beauty in their colors!

COMPETITIVE MAP

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Decadent Dessert

Au Natural Gaudy

Appetizer

POSITIONING STATEMENT

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To women who refuse to let a cosmetic brand define

who they are, BOBBI BROWN is your palette for

deciding what your true colors are!

STRAT MAP

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Advertising Objective: To raise awareness to all consumers and potential consumers about the palettes and options that Bobbi Brown offers

CREATIVE WORKPLAN

Purpose of the Advertising To diversify Bobbi’s clientele by appealing to varied ethnicities. Bobbi has the color

palette to cater to every shade of skin; however, the current clientele is predominately

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Core Target Profile: Women 25 and older who think their appearance is important enough to spend a little extra on quality products

THINK NOW DO NOW

It’s embarrassing when make up looks overdone and unnatural

The appeal of a lower price doesn’t outweigh looking cheap

My skin is important to me; I don’t want to put makeup with harsh chemicals on it

I want to stay rich looking all day

THINK IN THE FUTURE/DO IN THE

FUTURE

I have never seen a complexion Bobbi couldn’t match

Who knew I could look this good within minutes?

I look gorgeous!

DIFFERENTIATING POSITION

Your beauty, in your colors!

SUPPORT: Bobbi Brown cosmetics are specially formulated to match any skin complexion in a natural way. We are famous for our neutral colors, but we also have a fun side.

TONE AND MANNER: Natural, dependable, assertive

MANDATORIES: Must include Bobbi Brown logo in ads

Caucasian. The goal is to leave the audience with sense of empowerment and pride in their femininity

The Advertising is addressed to: The target audience is multicultural “Do it all” women who are ambitious in both their

career and personal life

Major Selling Idea: “Bobbi Brown. Your beauty, in your colors.” Bobbi offers such an array of colors that

every woman will be able to find their perfect match

Media to be used: Magazines (including multicultural) ; Vogue, In-Style, Elle, Ebony, Essence, Vanidades.

We will choose high quality magazines from multiple cultures. We want to reach women of all ethnicities because our products are able to adapt to all different skin tones and complexions.

We will also use television advertising. Our TV ads will appear on the networks like E!, Lifetime, Bravo, TLC and basic networks like FOX, NBC and ABC during primetime time slots.

Therefore what kind of ads will you create? Full page magazine ads showing multicultural models with the tag line “Your beauty in

your colors.”

Television commercials featuring women in empowering situations.

CREATIVE IDEAS

PRINT AD 1:

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PRINT AD 2:

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:15 SPOT “CORPORATE BOBBI”

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:30 SPOT “ARMY GIRL”

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SCENE: Woman is giving a presentation in front of business partners. Zoom in on woman speaking. Zoom out on her colleagues applauding.

VOICEOVER: Sometimes you need to stand out

SOUNDS: The woman speaking and then her colleagues applauding

SCENE: The same woman is seen sitting in a room with her colleagues. They all look as though they are working endlessly on a project together.

VOICEOVER: And sometimes you need to blend in

SOUNDS:Discussing within the group

SCENE:The camera zooms into the face of the women and with her makeup still looking flawless she does the signature Bobbi Brown “sweep of the jaw line” and smiles at the camera.

VOICEOVER: Bobbi Brown Cosmetics. Your beauty in your colors.

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SCENE: A woman who’s in the army is seen getting into an army plane.

SOUNDS: Roaring of the plane

SCENE:The same woman is seen walking to the edge of the plane and then she jumps out of the plane. You see her flying through the sky.

VOICEOVER: Sometimes you’re going to stand out.

SCENE: The same woman is seen in a line up.

VOICEOVER: But then there’s times when you need to blend in.

SOUNDS: Voice of drill sergeant being loud with troops

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SCENE: The same women is seen with the other women from the formation, sitting around laughing, having a good time. They start to open up care packages. The main woman pulls Bobbi Brown products out of her package.

VOICEOVER:But, all the time…

SOUNDS:Laughing and talking between women

SCENE: The camera zooms into the main woman’s face, she’s smiling and then she does the signature Bobbi Brown sweep of her jaw line.

VOICEOVER: …with Bobbi Brown, it’s your beauty in your colors

VOICEOVER:For every purchase made over $65, Bobbi Brown will donate a specially made army care package to be sent to women serving overseas. This package will consist of Bobbi Brown lip balm, moisturizer with SPF and facial cleaner.

:45 SPOT “NIGHT ON THE TOWN WITH BOBBI BROWN”

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SCENE: A group of women are at a bar laughing and drinking cocktails.

SOUNDS: You hear the women talking and laughing and the noise of people at bar in the distance

SCENE: You see the women all pause and take notice of a man good-looking man standing with his back toward them at the bar.

SCENE: The main women, gets off her seat, smiles at the group and then starts to strut over to the man at the bar. As she walks towards the man, she’s exerting so much confidence that the crowd seems to part for her as she walks by.

VOICEOVER: There are times you need to stand out!

SOUNDS:Women empowerment music from the 90’s.

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SCENE: When she reaches the bar, she stands right behind him and taps him on the shoulder with a coy smile on her face.

SCENE: The camera shows a quick shot of her friends looking over at her in amazement.

SCENE: The man at the bar turns around to reveal that his front side definitely does not match his backside

SOUNDS: The music ends in what is a SCRATCH….

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SCENE: The woman’s face turns to a look of shock and quickly turns around and runs back to friends

VOICEOVER: And sometimes you really want to blend in

SOUNDS: There is a complete silence in the bar as her face is seen

SCENE: The camera zooms in on the main woman as she puts her head in hand, embarrassed, but laughing. She gently sweeps her jaw line with her hand.

VOICEOVER: Trust Bobbi. It’s your beauty in your colors.

SCENE: She rejoins her friends and they are all laughing uncontrollably.

VOICEOVER:For the times in life that you want to blend in…

SOUNDS: The sound of people in the bar and the woman and her friends laughing comes back on.

PROMOTIONS

Bobbi Supports Our Troops

Bobbi Brown has a heart for our soldiers and understands that women serving in the

armed forces still want to feel beautiful. That is why Bobbi has created a specially chosen care

package that will be sent to women overseas. When a customer purchases $65 or more Bobbi

will donate a skincare package consisting of Bobbi Brown lip balm, moisturizer with SPF and

facial cleaner.

Bring A Friend

You know Bobbi’s got YOU covered, but why not let her help out a friend too…For a

limited time, bring a friend when purchasing any Bobbi Brown foundation and have your friend

receive a free quarter ounce foundation sample of her own.

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