FASM 310

Dior Beauty:
Final Strategy
RHEA SHETH
ALEX JOHNSON
SADE WYCHE
 Presentation Overview

Company Overview
Potential Regulatory and
Product Concept
Intellectual Property Issues
Trend Analysis
Quality Plan
Target Customer
Desired Marketing Claims
Detailed Competitive Review for
Testing Plan
Product
Packaging & Labeling
Time & Action Calendar
Distribution & Product Lifecycle
Triple Constraint
Plan
Retail/Cost
Integrated Marketing Plan at
Forecast & Financial Analysis
Launch
Design Brief
Integrated Marketing Plan for
Tech Pack
Long-Term
Creative Brief
The Story Behind the
Business
Christian Dior was born in 1905 in Normandy and established the label in 1946 in Paris.
He went on to revolutionize 'the new look' for women in the 50's
The brands has had several creative directors including Yves Saint Laurent, Marc Bohan,
John Galliano and the current and most recent, Maria Grazia Chiuri
Dior launched Rouge Dior, their first lipstick in 1953 and their first fragrance in 1956.
The brand has launched the first blue mascara in 1984, the 5-colour eyeshadow palettes,
skincare, the Airflash foundation and the iconic J'Adior fragrance
in 2014, Peter Phillips took over as creative director of Dior Makeup
 Brand Mission & Positioning
Dior strives to provide women with timeless beauty and elegance
They emphasise femininity and are known for their rich design
sense
Dior has a unique approach to the quest for long lasting youth
through beauty

Innovative but
Traditional

Rich Heritage

Elegant and Romantic

Timeless Femininity
Size of the Business

€6.84
mil.
Revenue in 2019

1%
Market Share
Current Product Line
Channels of Distribution
E-Boutiques (Ships Globally)
Europe (17 countries)
North America
South America
Middle East
Asia

Physical Boutiques
15,002 globally
exclusive stores, multi-brand stores, high-end
supermarkets
4,915 Dior-brand stores
Pricing Strategy
As a heritage luxury fashion house, all of their products
Premium Pricing are priced at a premium. They are all handmade in france
with premium quality products

Dior doesn't only sell luxury products, they sell a lifestyle

Selling a Lifestyle which they want their consumers to buy. This encourages
them to pay a premium

Dior pricing is similar to some of their competitors in the

Competitive in market. French and Italian brands like Chanel and Gucci
Industry price their products in a similar manner as well
Target Customer: Customer Segmentation

Demographic Geographic Psychographic Behavioural

25-65 years old Lives in a large city
Lives the Lives in a densely
developed/up-market populated area
section of the town Likely uses
Lives in a English/Chinese as their
small/nuclear family first language
Likely female Lives where there is a
Has a high disposable large creative industry
income Lives in an area with
colder weather
Leads an active life but
like to take it slow
sometimes
prioritises self-care
Indulges from time-to-
time
Is strong-minded
Puts themselves first
Cares about the
environment
Looks for quality
products from brands
she knows and loves
Indulges on premium
products sometimes
Looks for ease of use in
a product
Buys products when she
wants, not during a sale
or special time

Est. Potential Customer: 2.45 million

SWOT Analysis
Strengths
Strong Brand identity and presence in the
luxury market
Large selection of various products
(fashion, fragrance, skincare, makeup etc.)
Being a part of LVMH gives them more
resources.
Opportunities
Expansion in emerging markets in various
parts of Asia.
Increase technological innovation of
products
Focus on sustainability and ethical
practices since that is growing in popularity
Weaknesses
Limited brand presence with the main
markets being US, Europe, & Japan.
International presence exposes them to
the risk of economic changes, profitability,
custom & import regulations/ restrictions
imposed by the countries etc.
Limited market share growth do to tough
competition
Threats
Fakes and knock offs devalue the brand
name
Potential slowdown from COVID-19 may
decline the luxury market
Other Luxury brands that are multifaceted
and offer similar products and services
 Competitive Review
Pricing: Niche products with premium pricing to cater a very targeted consumer
Target Market: High class with disposable income; Middle-aged women (35-64)
Channels: 2000 stores; 160 countries; Selective distribution, department stores, cosmetic stores,
own-brand boutique, e-commerce sites
Competitive Advantage: Brand recognition & product innovation

Pricing: Prestige pricing; Average item is $40

Target Market: High class with disposable income; Desires brand names in beauty; Satisfies luxury
aspirations
Channels: Sephora, E-commerce Website, Department Stores, Selfridges (UK), & Amazon
Competitive Advantage: Presence in multiple channel formats

Pricing: Premium pricing strategy based on exclusivity, and quality of product

Target Market: High status & social class with disposable income; Desires brand names in beauty
Channels: High-fashion Magazines, Department Stores, Limited Online Store
Competitive Advantage: Quality, promotion & exclusivity
 Product Objectives
Utilize CRM systems and marketing tactics to broaden customer base by
increasing the percent of customers between the ages of 20-29 by 5% within a
year of launch.
Expand product range by introducing a 10-shade Liquid Eyeshadow and open
the path to more innovative products within the eye makeup sector
Increase market share among the color cosmetics industry by 0.2% within a
year of launch.

Launch Rationale
Liquid eyeshadows are becoming increasingly popular because of their ease
of use and convenience
Younger consumers are gravitating towards grab-and-go products
The pandemic has caused a shift towards eye makeup use, thus people are
buying more eye makeup products
Diors eyeshadow offering is very limited but their mascaras are popular so
introducing a complimentary product would be good for the brand.
Product Concept
This addition to the Dior backstage collection offers long-
lasting luxurious and glamorous liquid eyeshadow that is
easy to apply and you can build for intensity. Product
versatility is key and can even be used to add some shimmer
or color to the cheek. Perfect to help revitalize aging skin,
hydrate dry skin and won't smudge on oily skin and is made
it last all day.

PRODUCT ASSORTMENT:
10 Colors
5 metallic
5 matte
limited edition, new colors every 6
months
Size
.2 oz or 6 ml tube
promotion tube .1 oz
Spring 2022 Concept MoodBoard
Benefits & Features
Dior Backstage Liquid Eyeshadow
Doe-foot applicator
Nourishes and hydrates dry skin
Covers fine lines. wrinkles, or any signs of aging
Doesn't smudge on oily skin
Long Lasting coverage
Won’t crease, flake, dry out, or crack off
Metallics can be used as a highlighter
Can function as a liquid eyeliner
Limited Edition in uniquely feminine colors to correspond
with Fashion Week
Macro Trends
Sustainability is becoming increasingly popluar
among customers of cosmetics
Customers are also looking for beauty products that
are 'clean' or free of toxic ingredients
Because of the pandemic, mask wearing has become
the norm so we see people investing in quality eye
makeup over other categories since only they eyes
show through masks
Industry Trends
There is a rise in the use of liquid eyeshadows and a
rise in the product launches
Minimal makeup products and routines are
popular since people are trying to cut down on
products
There is also an increase in the use of multipurpose
products which aligns with a minimal routine
Since more people are trying new products, there
is an added emphasis on the ease of products
Target Consumer
18-30years old
Demographics
Likely Female

Lives in metropolitan areas in USA

Geographics Lives in a 1-3 person family

Is very interested in health and wellness

Psychographics Live a fast-paced, stressful life

Regularly treats themselves to luxury/high

Behavioural end purchases

Est. Total number : 1.61 million

Product Positioning
DECENTLY AFFORDABLE, FEMININE LUXURY MAKEUP ITEM THAT PROMOTES HEALTHY SKIN AND
HIGHLIGHTS VERSATILITY IN COSMETICS

Expensive
Exclusive

Mass-Market

Cheap
Dior Backstage Liquid Eyeshadow will be .2oz per tube
The Permanent collection with 5 Shades for $28 a tube and $140 per oz
The Limited Edition Seasonal Shades will sell for $32 a tube and 160 per oz.
For 10 shades available at 1 time.
Higher pricing than the top sellers but lower pricing than our competition
 Product Competitive Review
SMITH & CULT GLOSSIER KOSAS
0.2oz
0.14 oz 0.11 oz
Metallic & Solid
Metallic Tint Sheer Matte Tint; liquid to powder
@ Kosas & sephora
@ Ulta & Smith & Cult @ glossier.com
Price: $28 (8 shades)
Price: $24 (12 shades) Price: $18 (7 shades)
Positioning: Skin Care for Your Eyelids
Positioning: Intense & Transformative Positioning: Easily Applicable, Basic Product
Claims:
Claims: Claims:
Goes on like watercolor & dries in seconds
Comfortable formula that's long wearing Powder-finish formula (that doesn’t feel
Soothes skin
Once it dries, it doesn't smudge, budge or powdery) smooths on with a doe foot
Won’t crease
crease for all day wear applicator
Vegan, cruelty-free, and gluten-free.
Vegan Silky, blendable color melts into skin,
Formulated without: mineral oil, talc,
Synthetic Fragrance-Free creating a pretty, diffused effect that
silicones, fragrance, parabens, sulfates, and
Gluten-Free lasts
phthalates.
 Similar Products
Elf Liquid Eyeshadow ($5)
Elf, Target, Walmart
0.1 oz
Armani Eye Tint ($30)
Armani, Sephora, Nordstrom
3 finishes
0.13oz
Chanel Première Laque ($36)
Macy's, Chanel, Sephora
0.2oz
Stila Liquid Eyeshadow ($24)
Sephora, Nordstrom, Ulta, Stila
0.15oz
Haus Labs ($28)
Haus Labs, Amazon
0.12oz
Competitive Advantage

Exclusivity (due to Seasonal Releases)

Versatility
Ease of Use (doe-foot applicator)
Amount/ quantity
Time & Action Calendar

Launch Date February 1, 2022

Product Ideation- Launch
Estimated about 1 year total to launch
380 days/ 1 year & 15 days
Product Ideation
2 months
Product Development
5 months
Product Planning/ Marketing
11 months
Product Execution
Production to Product release
6 months

Estimated 1 year to launch between ideation and

product release
Launch Channels

E-commerce
Dior.com
Sephora.com
Storefronts Retail
Sephora
Selfridges
Boots
Product Lifecycle

10 Shades
Permanent Collection
2-3 years
5 metallic shades
Seasonal Collection
6 Months
5 New Shades offered every season
Triple Constraint
1. Scope - The objective of this product is to
diversify the offering of Dior makeup and
target a younger consumer
2. Time - Not constrained for time but would
like to launch within a year and a couple
months
3. Cost - Dior’s brand provides us with an
ample amount of resources
 Retail Price

Retail Price for Permanent Collection $28

Retail Price fo Seasonal Collection: $32

Average competitor price - $18-$36

Luxury Competitors - $24-$36
Targeting a younger demographic, lower pricing to
attract younger generation
Detailed Cost Estimates + Markup
 Forecasts & Financial Analysis

Forecasted units (annual basis) Forecasted dollars (annual basis)

(853,330 units x $28) + (284,443 x $32)
Potential customers: 1.6 million = $32.9 million
After losing 20% to competition: 1.28 million
Distributed across 5 outlets = 256,000
Of those that enter the outlets 2/3 will purchase = 170,666
170,666 x 5 (purchases across all outlets) = 853,330 units
1/3 of regular purchasers will purchase a seasonal shade = 284,443 units
TOTAL UNITS = 1.1 million units

Forecasted units (6-month launch) Forecasted dollars (6-month launch)

853,330 - 45% = 469,332 units (469,332 x $28) + (213,332 x $32)
284,443 - 25% = 213,332 units = $19.9 million
TOTAL UNITS = 682,664 units
Short-term Expenses

Planning (Research & Development): $10,000

Lab Tests & Evaluations: $15,000
Profit/Loss Statement
Mold for Inner Container(s):$69,300
Product Fillings: $395,000
Samples: $190,000
Business Travel: $75,000

Long-term Expenses

Marketing : $484,000
Inventory Costs: $161,700

Total
$1.4 million
Design Brief
Dior Backstage Liquid Shadow

This addition to the Dior backstage collection offers long-lasting luxurious and glamorous liquid eyeshadow. It is key that
Purpose this product adds to the Dior Backstage aesthetic that is already so ell defined. This product is targeting a younger audience
so make sure it is utilizes the Dior logo in a interesting new way that is photoworthy and adds to the overall product line

Create a new sleek modern look that is well-branded tube and applicator that utilizes the Dior logo
Key Features Backstage Line silver touches on product and packaging (that aesthetically defines and adds to this collection)

First product line launch in February 1 2022

Objective Expand Dior's 'Backstage' product range by adding 10 shades of liquid eyeshadow to line to open
the path to more innovative products within the eye makeup sector

18-35 years old, Likely Female, Lives in metropolitan areas, Regularly treats themselves to
Target Market
luxury/high end purchases, Targeting a younger demographic, lower pricing to attract younger
audience. Estimated total of 1.6 million target customers.

Permanent Collection- $28, Limited Edition- $32 (per 0.2 oz tube)

Price Point Promo Pack- $70 (per pack of 5 0.1 oz tubes)

5 Colors for shimmer metallic permanent collection

Colors 5 exclusive seasonal shades (Spring/Summer, Fall/Winter)

Product Formula Packaging- Tube and applicator

Packaging Product Exterior Packaging

Production Cost $2.10 per unit

Design Brief Concept Moodboard
Design Brief: Details
Formulation Details
Metallic Formula must be buildable but not sheer
The formula must be creamy and not chalky or streaky
Formulas must be hydrating for the eyes but not overly sticky
Must include ingredients approved by international governments
Must be dermatologically and ophthalmologically tested to be suited for everyone

Colors
Permanent Collection:
110: Pearl; Pearly white, iridescent, lightly shimmery
145: Sparkling Champagne; light champagne, metallic sheen, semi-intense shine
215: Rosy; rose gold, light shimmer, lightly metallic sheen
270: Sunkissed; bronz-y copper, intense metallic, mild shimmer
305: Smoked; warm-toned gunmetal, intense colour, light glitter, metallic 110 145 215 270 305
Limited Edition (Spring 2022):
415: Bubblegum; bright pastel pink, creamy matte texture, impactful pigment
425: Skies; periwinkle light blue, creamy matte, bright, pigmented
440: Windy; deep lavender, light shimmer/iridescent, buildable pigment 415 425 440 455 470
455: Summer Night; dusky cobalt blue, creamy matte, buildable pigment
470: Berry Vibe; cool-toned mauve, creamy matte, blendable pigment
Tech Pack
(1/2)
Tech
Pack
(2/2)
Production & Logistics Plan

Our strategy will be implementing new innovative tools and technology to create a more When to start production to make launch:
efficiency throughout the supply chain. Our priority is that the right product mix is available, in Production Starts August 31- December 20th, 2021
the right distribution centers, at the right time, to provide optimum availability. Maintaining January 13th Dior Quality inspection
product quality to the final point of sale is critical to meet and exceed customer expectations. Product Shipment January 15th, 2022 for February 1st, 2022 Launch

PRODUCTION DISTRIBUTION ON-GOING PRODUCT DEVELOPMENT

Manufacturing Facility for LVMH Dior Managing & Controlling product inventory through Potential to change or tailor product’s variety
Cosmetics in France various omni-channels based on popularity and sales

Collaborate with Purchasing Manager, Utilizing special and urgent transportation services,
Warehouse Manager, Production Manager such as temperature-controlled freight. (Different
ingredients demand different temperatures and
Set and schedule the manufacturers locations conditions.)
and their storage capacity.
Dividing and organizing local and international
Ensure Climate controlled product storage shipments with the proper transportation, customs
management, and tax representatives
Support the fiscal Freight and customs of exported
and imported products.
Reacting to inconstant demand based on region
(since different people in different regions may
have different needs)
Analyzing products’ flow and seasonal consumer
data
Forecasting color popularity and trends based on
previous products or previous season’s sales.
LOGISTICAL CHALLENGES

Depending on various suppliers in various countries increases

the likely hood of disruptions in the transportation

Unstable weather, political climate, and lack of infrastructure

are obstacles for supply, which is becoming increasingly more
complex with the rising trends of natural ingredients faces
potential geographical restrictions.

Expiration dates make managing inventories a complex task

and necessary to embrace flexible and agile acquisition
processes. temporary and highly influenced by the limited
shelf life. In the event of an inadequate inventory
management, this may lead to high waste rates.
 Creative Brief
Communication Objectives: Dior is launching a multipurpose, Copywriter Guidelines: Photographer Guidelines:
sustainable and clean liquid eyeshadow all while maintaining
Dior’s brand image of timeless femininity and elegance with Name Product Collaborate with Bella Hadid & MUA's
rich design. In efforts to compete with similar products, we Description copy on Create multiple looks and poses using different shades of
want our target customer to feel a sense of exclusivity when packaging of product liquid eyeshadow
using our products and be able to indulge themselves in a high- MUST INCLUDE Use spring season selection AND metallic shades
quality, multi-functional and skin-beneficial product. highlights of product Highlight versatility of product with eyeshadow
benefits: versatile, placement (eyes, cheek, tip of nose)
Tone: Soft, confident, eloquent, elegant sustainable, and elegant Colors: soft pastels, shades of blue, pink, purple (i.e, mauve,
Instagram captions indigo); metallics (silver, gold, champagne, etc.)
promoting the launch and Place emphasis on the eyes
Target Customer: encouraging consumer Work with lighting, hand placement, etc.
18 - 35 years old interaction Full-page magazine ads for Harper’s Bazaar and
Younger spectrum of millennials (i.e., Questions, product Cosmopolitan
Likely female descriptions, etc.) Banners and posters designed for in-store Sephora stands
Lives in metropolitan areas USA, with a 1-3 person family Product ad taglines (only 1-2 and “walls”
Interested in health and wellness lines) Videography: Create aesthetic, on brand “how-to” content
Skin-care routines Create 2 TikTok and 2 for Instagram in the form of “Stories” and “Posts”
Self-loving Instagram Hashtags for Highlight versatility of product with eyeshadow
Lives a fast-paced, constantly on-the-go life promoting use of products placement
Regularly treats themselves to luxury/ high end purchases and inspiration for creation Up-close shots
Values a good presentation of images and content Trendy/innovative transitions
Feels compelled to stay on trend Duration: 15-30 seconds
 Regulatory & IP Considerations
USA EUROPE CHINA

Will use FDA approved
ingredients
Will be manufactured in a
hygienic and safe space
Will be clearly labelled with
correct information, ingredients
and any warnings if applicable
Facility will follow all guidelines
issued by the governments
Establishment of a safety officer
for the region
Manufacturer will be notified of
distribution to regulate product
formulation for all markets
Product will go through
appropriate timely registration
(Will delay launch in China)
Establishment of a safety officer
for the region
Follow all protocol for testing and
regulation in China

The names, images & logos identifying Dior, or any third parties and their products and services are
subject to copyright, design rights and trademarks of Dior and/or the third parties
There will be no trademarks registeretd on this product formulation or its name. The formulation
however, will be kept a secret for only the eyes of the Dior Labs
 Quality Assurance Plan
SENSORY ANALYSIS
LAB TESTING
Tests that measures human feeling when interacting and using our product
Temperature Control
personally to gage human reaction and expectation using vital senses like sight
Maintain cleanliness
and feel.
Staff hygiene
Consumer Sensory Panels:
Covid-19 protocols
Test wear time of makeup
Effects of external factors when worn
RAW MATERIAL TESTING
Effects on various skin types
Screen before production
Blind comparative tests with competing products on the market.
Microbial Contamination Testing for bacteria and fungi

PACKAGING COMPATIBILITY
SCIENTIFIC TESTING FOR OVERALL COSMETIC STABILITY
Extractable & Leeching testing to evaluate potential
Rheology Product testing
harmful impurities
Determines the product stability by exposing the samples to stress
Randomly test of the stability and quality of all packaging
conditions
SAX Technique
MISCELLANEOUS
Evaluates the presence of liquid crystalline structures that ensure product
Shelf Life Stability Testing
stability by benefitting the product life, durability, and maintenance of
A test batch of 1000 units to ensure that all standards and
product quality
regulations are met
helps the product no dry out so quickly
Test 1 in 1,000 products to ensure product quality claims
Used in cosmetics that are versatile and offer features like moisturizer
Flammability Testing
Quality Control Plan
Final Inspection Checklist
product requirements
packaging requirements
all labels are accurate
on-site product tests and checks
defect classification
collaboration throughout the supply chain
Take manufacturer, retailer, & consumer feedback after each launch to
incorporate and further improve future batches and collections
Look at number sold of each color in each channel to better produce shades and
formulations for next launches
Temperature control post-production in warehouse
temperature controlled transportation
Marketing Claims Soft Claims:

9 out of 10 women preferred our eyeshadow to our competitors

Eyeshadow lasts & does not fade for up to 14 hours
No eyeshadow primer or brush needed - Easy to apply
"Goes on like a dream"; not patchy or blotchy
Visibly reduces the appearance of wrinkles
Versatile and multi-purposed shadow, eyeliner, or highlighter

Validated through: Customer panels, consumer reviews & anonymous feedback

Hard Claims:

Scientifically Tested by Dior Science

Dermatologically tested
Quick drying, blendable, and buildable formula- Pick your intensity
Won't slip off of oily skin
Uses Natural Ingredients
Free of toxic ingredients and chemicals
Cruelty-Free
100% Vegan

Validated through: Test results, Case studies, scientist & doctor testimonies
Testing Plans
SAFETY:
Cosmetic Ingredient Review for approval/consideration
Toxicological testing: test for sensitization & irritation
Microbial Challenge testing: establishes a preservative system to protect the
product from microbial growth and degradation
Yeast, mold, pathogens, etc.
Allergens Analysis
Impurities Identification
Sterility testing
Claims Testing
In-Line inspection
Final Inspections

CONSUMER
Sensory Analysis
Wear test: could be used to back up a claim as well
Consumer Preference Test: Survey for current and future product offering

CLINICAL
Dermatologist tested
potential skin benefits in formula
 Packaging & Labeling
(Inner Container Labeling)
Identity statement: Liquid Eyeshadow
Net quantity of contents: 0.2 oz
Directions: Apply on eyelids or other parts of the face where the colour is desired.
Go in with another coat for a more opaque, buildable look.
Name and place of business: Dior Makeup
Warning and caution statements: For external use only If you get inside your eyes
or ingest, please see a physician immediately
Ingredients:
#14144/A AQUA (Water)
CALCIUM SODIUM BOROSILICATE
SILICA
PENTYLENE GLYCOL ALCOHOL
PROPANEDIOL
POLYURETHANE-35
GLYCERIN
POLYACRYLATE CROSSPOLYMER-6
PHENOXYETHANOL
MICA
SYNTHETIC FLUORPHLOGOPITE
TIN OXIDE
[+/- :CI 19140 (YELLOW 5, YELLOW 5 LAKE); CI 42090 (BLUE 1 LAKE); CI 77007
(ULTRAMARINES); CI 77163 (BISMUTH OXYCHLORIDE)
(Outer Container Labeling)
(*subject to change based on color formulation/additives)
Distribution Plan
Leveraging Dior's pre-established supply chain
Shipped off to retailers warehouses with the correct no. of units that
will be pre-established
Sephora, Selfridges
Total Units - 853,330 and Boots stores
Dior: 153,000
Sephora: 400,330
Selfridges: 200,000 Sephora, Selfridges
Boots: 100,000 and Boots
warehouses

Manufacturer Shipping Put on

(France) seperate Fulfilling
trucks for e-commerce orders

Dior Warehouses
Life Cycle
Permanent collection product; past of the 'BACKSTAGE'
collection - 4 years
5 new colours every 6 months, will be put into production

simultaneously with the fashion collections

Will launch with the collections at Fashion Week
Old colours will go on sale, will be taken off shelves once new
colours come into circulation
Only 100,000 units of each batch produced (20,000 per colour) -
building exclusivity
Integrated Marketing Plan at Launch

Objectives:

Increase brand awareness surrounding Dior’s Backstage line through the

implementation of sponsored hashtags across TikTok to increase social media
impressions by 20% by the end of our first quarter launch

Expand on partnership with Bella Hadid as a beauty influencer to promote

Dior’s new line of Liquid Eyeshadow and increase customer retention by 5%

Attract 16,000 (1% of potential customers) new customers through samples

& print advertisements to increase cosmetic sales by 5%
Integrated Marketing Plan at Launch

Message: Beauty Simplified

Promotional Mix:

1. TikTok Sponsored Ads/Hashtags

2. Instagram Product Videos
3. Printed Ads in Sephora and Dior boutiques
4. Full-page Magazine Ads in Cosmopolitan
Integrated Marketing Plan at Launch
Schedule Marketing Budget:

$6.8M (Annual Cosmetics & Fragrance revenue) x 5%

(Rough Estimate of the Size of the Department)
= $340,000

$344,000 (We Plan to Increase Sales)

Integrated Marketing Plan at Launch Detailed Plan

TikTok Sponsored Ads/Hashtags Instagram Product Videos

Introduce hashtags with celebrity participants that encourage
beauty enthusiasts to share and create personalized makeup looks
using Dior liquid eyeshadow
Pay to have it promoted on platform
Repost the most popular content on company pages
Display videos that address consumer returns and offer
them the opportunity to visual what the products do
before making the purchase
Collab with creative team to film and post videos
Cross channel market
Integrated Marketing Plan at Launch Detailed Plan

Printed Ads in Sephora and Dior boutiques Full-page Magazine Ads in Cosmopolitan

Create content by collaborating with creative team for photoshoots Communicate with Cosmopolitan for when and where to place ads, negotiate cost, etc.
Place life-size and banner-wide advertisements within stores 2 ads for each month of launch period (also accommodates seasonal shades)

(Cosmopolitan Spain)
Integrated Marketing Plan at Launch
Product Success Evaluation
Market Success Evaluation

Did we meet our objectives? Did we meet our objectives?

CRM Programs (customer retention) Evaluate competition and gather research on any new, upcoming
Customer Lifetime Value in comparison to our Customer Acquisition makeup products on the market (innovation)
costs Determine how many of our shades are still profitable/on the
market

Monitor social media interactivity (impressions & brand awareness)
SSoV of 25% more than competitors
Average Engagement Rate of 5%
Virality Rate of 9.9%
Compare sales to competitors after 1-year launch (cosmetic sales)
Expect a 5% increase in cosmetic sale profits
Expect a Stock Turnover ratio between 6-7
Measure a range of Customer Retention Metrics with regard to
demographics (customer base increase)
Evaluate that our Customer Churn is under 5%
Expect a Repeat Purchase Ratio of 80%
Maintain a Loyal Customer Rate between 35-45%
Calculate Market Share Growth (Y2-Y1/Y1)
Compare LY revenue to TY
Long-Term Integrated
Marketing Plan

Objectives:

Promote Diversity & Inclusion within the Dior brand to raise

awareness about the lack of diversity within the makeup industry by
sponsoring new beauty ambassadors.

Continue building product awareness with new biannual launch

colors and building on content to maintain a consistent increase of
customer retention of 2%.

Increase annual revenues by 5% by integrating Dior's Liquid

Eyeshadow with Dior runway during fashion week.
Long-Term Integrated Marketing Plan
Message: A taste of the season

Promotional Mix: Promotional Mix ctd.

Personal Selling Public Relations

Dior Sales Representatives will be provided product samples and will be fully
briefed on all product features to talk up products
Sales Promotion
Bi-annual Seasonal Promotion Packs
Limited seasonal releases of mini-tubes of each shade
Packs with all 5 colors at .1oz
for those who want to play with more colors and collect shades from each
season
Advertising
Utilizing “the face of the line” Bella Hadid’s social media platform and
following to begin to grow product awareness
Printed Ads in Sephora and Dior boutiques between new releases of new
shades
Continued printed ads for permanent collection
Providing Free Product to staff and influencers
Addressing Diversity and inclusion in makeup by providing
colors that look “good” on various skin tones
Ads that include swatches on various skin tones
Utilizing various influencers of various skin tones and ages
to sample and show product features
Direct Marketing
Utilizing various colors for each season at runway shows for the
catwalk
Create content showing behind the scenes backstage
application of the collection
Use influencers and celebrities to grow awareness about each
release of new colors
Long-Term Integrated Marketing Plan Detailed Plan

Continue to create creative content that shows how you can wear colors and how
they look on different skin tones
Advertise promotional set of shades
Continue Magazine Print Ads to Every 3 Months
Long-Term Integrated Marketing Plan
Schedule
Budget

$6.8M (Annual Cosmetics & Fragrance revenue)

x 2% (Less than Launch Budget because we won't
need to re-market our entire product)
= $136,000

$140,000 (We Plan to Increase Sales)

Long-Term Integrated Marketing Plan
Market Success Evaluation
Did we meet our objectives?
Measure our Diversity & Inclusion Progress
Perform demographic analysis' after each launch
Consumer surveys
Monitor social media interactivity (product awareness and brand rec)
Maintain a 1,000 follower growth rate through various media
platforms per each launch
Increase our Average Engagement Rate to 8%
Evaluate Revenue Growth
Compare sales of Dior Backstage Eyeshadow to sales inbetween Dior
Fashion Week sales
Are we reaching a larger audience? Do have more customers?
Product Success Evaluation
Did we meet our objectives?
Measure Monthly Sales Revenue
Compare seasonal sales revenue
Increase product sales by 2%
Analyze popularity of colors based on sales
Determine what shades are the most profitable
Track Purchase history and purchase pattern of product
Expect a Repeat Purchase ratio of 65%
Maintain our Product Return Rate under 10%
Monitor our Market Share Growth every 6 months
 Closing Remarks

In today's presentation we began with an overview of Dior's Company and their history.
Following, we introduced you all to our product concept being a permanent collection of
Liquid Eyeshadow featuring seasonal releases of shades to coincide with Fashion Week and
its trends. We reviewed our product's competition, the finances, the details regarding
design production and logistics, and our quality and testing plans. Lastly, we covered the
integrated marketing plans for launch and long-term. We hope you all enjoyed our
presentation and see the potential of our product's success.

Thank you.
References
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