LUSH COSMETICS: OCEAN SALT

campaign by: heidiann alvarado & melina morales

tableof

contents

eXECUTIVE SUMMARY........1CREATIVE BRIEF...............2CONSUMER PROFILE..........3tagline ..........................4magazine ads............5 -6billboard........................7tv....................................8 radio...............................9promotion......................10social media..................11guerilla marketing.....12

Executivesummary

Lush Cosmetics is a company dedicated to providing customers with natural, handmade cosmetics. Lush believes in making effective products from fresh organic fruit and vegetables, the finest essential oils and safe synthetics." Through this campaign we will bring more awareness to Ocean Salt cleanser to young women, as well as emphasize their mission of providing customers with natural, organic products that will better their skin in a safe and healthy manner.

Creative brief

WHAT DO WE WANT TO ACCOMPLISH?

The main objective of our campaign will be to introduce the Ocean Salt facial cleanser by Lush to college age students (18-24) while showing them the benefits of using natural ingredients over the generic store-brand competition.

WHO ARE WE TALKING TO?

We are speaking to the people who value clear skin and want the best product. More importantly, we are targeting young adults, aged 18-24, to encourage future purchases of Ocean Salt.

WHAT DO THEY THINK NOW?

The majority of our audience wants to save money but at the same time they want to keep up with the latest trends.

WHAT DO WE WANT THEM TO THINK?

We want to introduce Ocean Salt’s brand image into their minds. When they need a facial cleanser, we want them to think Ocean Salt. We want them to appreciate the natural products of the generic, unsafe products of other facial cleansers.

WHY SHOULD THEY THINK THIS?

Because Ocean Salt will be presented in a trendy and edgy way, appealing to the interests of our target audience. This will influence their buying habits and emphasize the importance of using high quality, natural facial cleanser when taking care of their skin.

WHAT IS OUR MESSAGE?

Our message is that Ocean Salt is a high quality, natural facial cleanser for every young adult.

consumerprofile

This is Hannah Marin. She is 21 years old and is a full time student. She attends Marquette University and wants to work for a PR firm in New York. She lives on campus in an apartment with one other roommate. She enjoys hanging out with friends, shopping, fashion and traveling. She purchases frequently to keep up with the latest fashion and trends. She would be interested in Ocean Salt because it is presented in an edgy way and she wants quality skin care to feel good about herself. She would want to buy this when she is out shopping with her mom or friends.

TAGLINE

organic by nature.beauty by choice.

magazine ads

organic by nature.

beauty by choice.

With fresh l ime

extracted in vodka,

f ine sea salt , fresh

avocado and coconut ,

our exfol iator

surpasses the rest .

organic by nature.

beauty by choice.

With fresh l ime

extracted in vodka,

f ine sea salt , fresh

avocado and coconut ,

our exfol iator

surpasses the rest .

organic by nature.

beauty by choice.

With fresh l ime

extracted in vodka,

f ine sea salt , fresh

avocado and coconut ,

our exfol iator

surpasses the rest .

BILLBOARD

organic by nature.beauty by choice.

TV:30

CommercialStoryboard

MUSIC:Mi Cucu

Organic by nature. Beauty by choice.

Washing your skin with Ocean Salt is like taking your face on a trip to the seaside. We mix lime, coconut, vodka and other fresh ingredients leaving your skin visbily brightened. You will feel like you’ve just left paradise. Learn more at www.lushusa.com

radio

:60 RADIOSPOT

MUSIC:Mi Cucu

OKAY. I’VE GOT MY LIME, COCONUT, SEA SALT, VODKA, AVOCADO….

HEY! ARE YOU MAKING A MARGARITA? IT’S BEEN SUCH A LONNNNNNNG WEEK.

MARGARITA? NO! THESE ARE THE INGREDIENTS FOR LUSH COSMETIC’S OCEAN SALT. IT’S AN EXFOLIATING FACE WASH THAT DOES WONDERS ON MY SKIN.

WHAT? FACE WASH? WITH VODKA?

YEP. OCEAN SALT IS FULL OF NATURAL AND SAFE INGREDIENTS. THE LIME AND VODKA ARE IDEAL FOR BLOCKED PORES, BLACKHEADS OR BLEMISHES AND LEAVE MY SKIN VISIBLY BRIGHTENED.

WOW. GIRL, I NEED SOME OF THAT.

WASHING YOUR SKIN WITH OCEAN SALT IS LIKE TAKING YOUR FACE ON A TRIP TO THE SEASIDE FOR AN INVIGORATING SPLASH IN THE WATER. THE MINERALS IN SEA SALT SOFTEN AS IT SCRUBS AWAY DIRT, DEAD SKIN AND BLOCKAGES FOR A BRIGHT, FRESH FACE. WE MIX IN FRESH AVOCADO AND COCONUT TO HYDRATE THIRSTY SKIN, LEAVING IT BALANCED AND SOFT. THE CLEANSING EFFECTS OF LIME AND VODKA ARE IDEAL FOR BLOCKED PORES, BLACKHEADS OR BLEMISHES AND LEAVE SKIN VISIBLY BRIGHTENED. IT’LL MAKE YOU FEEL LIKE YOU’VE JUST LEFT PARADISE. ORDER ONLINE AT WWW.LUSHUSA.COM OR VISIT ANY LUSH RETAIL STORE IN YOUR AREA.

SCRIPT

PROMOTION

For the Ocean Salt promotion concept, LUSH Cosmetics will encourage consumer engagement with the Ocean Salt product by prompting its followers on Twitter, Instagram or Facebook to submit videos of them using the Ocean Salt product to wash their face and with the use of the hashtag #RevealYourself, the consumers creating the videos will tell their story of how the Ocean Salt cleanser has improved their confidence and, of course, how it has given their skin that healthy, brightened look. Each video will then be submitted into a contest and the winner with the most likes, retweets, favorites, etc. will win a year supply of Ocean Salt cleanser and a trip to a beach resort in Cancun, Mexico.

SOCIALMEDIA

Tying into the promotion concept, each social media outlet for the LUSH Cosmetics Ocean Salt cleanser will continue to remind followers of the #RevealYourself contest that is going on and encourage followers to post videos to enter in the contest. In addition, the Facebook and Twitter will be utilized as a way to give followers tutorials, fun facts, or new advertisements of the Ocean Salt cleanser to bring awareness and encourage them to purchase the product.

guerillamarketing

Guerrilla marketing concept: pop-up shops distributed throughout student unions of colleges and universities or malls in any given college town/area. These pop-up shops will consist of LUSH Cosmetics employees blending the ingredients (coconut, lime, vodka, sea salt, etc.) that are in Ocean Salt in a blender. On the table will be samples of the drinks being made, but in addition are samples of the Ocean Salt cleanser. In addition to the samples, employees will demonstrate to customers how the cleanser is used and its effectiveness on the customers' skin. This pop up shop will emphasize and bring to life LUSH Cosmetics' mission of providing customers with a handmade product consisting of natural and organic ingredients.

THANKYOU