Submitted by:

Pablo, Kristine Anjela C.

Colourette Social Media Plan Report

I. Executive Summary
II. About Colourette
III. Methodology
IV. Objective
V. Problem Statement
VI. Analysis
VII. Recommendation
VIII. Annex

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I. Executive Summary
This social media plan report of Colourette Cosmetics will contain strategies to be utilized in the
beginning of the year 2023. The business objective of this social media plan is to increase the
brand’s ability to connect with users, thus achieving a better brand equity. Following the
Customer-Based Brand Equity (CBBE) framework by Kevin Lane Keller, the objectives are
anchored into three: increase social media presence and exhibit a top-of-mind recall among
customers (salience), second, to further promulgate Filipina representation through cosmetics,
and last, to develop brand loyalty (resonance).

In order to achieve the above mentioned goals, this social media plan will include the suggested
CBBE model, the STEPPS to success recommendation, and the brand’s outline that is made by
Colourette Cosmetics in order to be more appealing in both the millennial and Gen Z audience.

II. About Colourette Cosmetics

Colourette Cosmetics is a brand promoting the Filipina beauty. Through this objective, they
specialize in creating multi-use make-up at friendly prices. The brand aims to reach all the
spectrum that is why their products are for everyone regardless of sex, gender, sexual
orientation, social status, age, occupation, ethnicity. With this said, the brand amplifies in
embracing and expressing one’s self, thus their hashtag speaking volumes, #BeautyinAllways,
always!
Moreover, they have anchored the brand in the representation of the Philippine mass media of
morena or dark-skinned women. Oftentimes, they are labeled by society as “not pretty enough”
or “dirty” just because of their skin color. It is always people with Eurocentric features who are
in the limelight: from billboards, magazine covers, movie posters, and even the mainstream
platforms. Because of this, Colourette has observed that that feeling of “representation” is not
evident at all. From the roots, Colourette Cosmetics is an empowering local brand who has
started with a small team, and eventually grew into something greater. The best thing is, the
products are also cruelty-free! These are high quality products made by people who are
devoted animal lovers. Because of this, they have been certified by PETA’s Global Beauty
Without Bunnies program, who are recognizing companies or brand not using any form of
animal testing in their branding (processes and sales).

III. Methodology
In crafting this social media plan, Ms. Pablo bear in mind that the recommendations at the end
of the report will be aligned with Colourette Cosmetics’ Mission and Vision, “We are beautiful.
You are beautiful. Welcome to our world!” as a brand.

Ms. Pablo reviewed Colourette Cosmetics’ existing brand outline and their customer journey
through their website and social media platforms used to promote the brand. Upon reviewing,
the business objective was to increase the brand’s ability to connect with its users, thus,
achieving a better brand equity.

In creating the social media plan, recent cases and discussions from the subject Social Media
Principles and Practices were taken like the SAP and Hunger Games case and adapted some of
the strategies used. This is because Ms. Pablo wanted to adopt transmedia storytelling, looking
at social media engagement and other pertinent information. Moreover, social media analytics
lesson from Mr. Julian Canita was also utilized.

Thereafter, the CBBE model was referred to finalize the branding strategy recommended for
Colourette Cosmetics. Afterwards, the STEPPs to success was used in order to improve the
recommendation and the marketing and advertising of the brand.

IV. Objective

The business objective of this social media plan is to increase the brand’s ability to connect with
users, thus achieving a better brand equity.

The rationale of this objective is anchored to further amplify the brand giving spotlight to the
Filipino beauty around the world. This is because the brand has also adapted creating hair dye
with the goal of increasing its niche market, and a brand community in promoting brand
awareness. This is because the brand’s demographics are mostly female. 72.8 for female and
27.2 for male. For their target market, they are mostly young millennials and Generation Z with
the age bracket of 18-34. Although this is their target market, Colourette Cosmetics still believes
that makeup is for everyone.

V. Problem Statement

How do we increase the brand’s ability to connect with their users and achieve better brand
equity?
The rationale of this problem statement is based on two things: More females are recognizing
and patronizing Colourette Cosmetics despite the brand’s mission-vision that makeup is for
everyone and that we are all beautiful. Second, is the backlash that their CEO, Ms. Nina Ellaine
Dizon has faced after informing the public of her political stand, affecting the promotion of their
brand in their social media platforms. It has resulted in the public’s uproar and backlash, thus,
making Dizon a trending topic on Twitter with some of the netizens calling for the brand to be
boycotted.

VI. Analysis

Ms. Pablo followed Keller's Customer-Based Brand Equity (CBBE) Model as a framework.
Following such model, here are the analysis crafted:

1. Brand identity - Who is Colourette Cosmetics?

The goal of this social media plan is to connect with the users and non-patronizers of the brand
to create more “brand awareness” and better “brand equity.”

In order to do so, it will only be right to see through the consumer's lens and perspectives on
how they perceive the brand. This will be conducted through personal and informal interviews
online. This will be first done in direct-selling point, followed by the word-of-the mouth
recommendation to get more respondents. Since this is not conducted yet, Ms. Pablo looked
through some of these perceptions and was able to find out that some men are accepting the
use of makeup, and some are still hesitant because of being judged by the society and being
labeled as “too feminine.”
It is crucial to take into consideration that Colourette Cosmetics is more than just a brand, but a
representation or the embodiment of every Filipino beauty. It reflects us, making the kindle
spirit of “pakikipag-kapwa” alive. Because of this, Ms. Pablo wants to reiterate that the social
media plan should amplify Colourette Cosmetics’s brand strategy and improve it.

2. Brand Meaning - What is Colourette Cosmetics?

The goal here is to amplify the brand’s call of “We are all beautiful. And that makeup is for
everyone.”

Fairness and Flawless, a skincare company based in Angeles, Pampanga, developed Colourette
Cosmetics. They're cruelty-free and created in the United States. Natural components are also
used, ensuring that they are suitable for all skin types. Even sensitive skin types are catered for
in each cosmetic.
3. Brand Response - What about Colourette Cosmetics?

A. Quality: Versatility is the name of the game.

What can Colourette Cosmetics do to improve its actual perceived quality?
- Improve the longevity of the lip products (Colourtins and Coloursnaps)
 B. Credibility:
i. Expertise - “This is homegrown Colourette Cosmetics, one of the Philippine's most innovative
beauty brands.” Moreover, they are experts in multi-use products.
ii. Trustworthiness - Since 2015, Colourette Cosmetics made its mark in the industry through its
CEO Nina Ellaine Dizon. They are also recognized by the Cosmo Beauty Awards, Project Vanity
Awards, and clutched the Fan Favorites cluster in the Metro Beauty Awards.
iii. Likability - Several celebrities, stylists, and influencers are endorsers and personal users of
the brand.
How can Colourette Cosmetics enhance its brand credibility?
- Emotional appeal
- Show ordinary citizens patronizing the product
- Get the spotlight: Appear on feature shows of news agencies and radiate the
down-to-earth approach
- Document social impact and how Colourette Cosmetics is doing as a brand

C. Consideration: Colourette Cosmetics strives to show Filipino beauty and be recognized

all around the world.
How well does Colourette Cosmetics’ marketing strategy communicate the brand’s relevancy
to people’s needs?
- Using platforms that are easily accessible to users. An example is Ms. Nina Elaine
showed her followers her using the Colourtint in her favorite shade and bleaching her
hair using the skydye.
D. Superiority: Consumers who are into women empowerment and names showing
Colourette Cosmetics’ products featured in.
How does Colourette Cosmetics compare with its competitors?
In terms of feelings, users have shared that they feel loved and seen. That there is that
acceptance of their outside appearance, and that there is no limitation to using these products.
They are represented by Filipinos towards Filipinos.
4. Brand Resonance
Colourette Cosmetics has repeat and regular clients who have trusted the brand, developing
attachment. For them, it is budget-friendly with exceeding quality.

VII. Recommendation

Fig. 1: Summary of Action Plan

CONTENT MARKETING

In order to achieve in raising awareness and better brand equity, as guided by the CBBE model,
Ms. Pablo decided to use the STEPPS to succeed in creating more content.

For the brand salience, social media platforms will be used. From the manufacturer, showcasing
the product offerings of Colourette Cosmetics. Contents like POV, trying out new hairstyle and
makeup looks, will be used to gather audience interaction.

Fig. 2 STEPPS Framework

Social Currency

Actual content will focus on how Colourette Cosmetics help Filipinos embrace their own and
that they should not be labeled as flaws. Show photos of empowered women and how their
lives were changed after partnering with Colourette Cosmetics.

Triggers

Position the brand as fitting for all Filipina skin tones, showing in their shade ranges. This is also
inclined that the products are multi-use so that they can experience their great
value-for-money. Position that Colourette Cosmetics is more than just cosmetics, but also has a
stance on political issues.

Emotion

The brand message is being a progressive brand that supports the LGBTQIA community and
animal rights.
Public

Furthermore, we produce content that is relevant to current events. We'd make all kinds of
material, from fashion trends to memes. We're also a brand that isn't hesitant to take a stand on
social concerns, which is something that resonates with our customers.
To support our market insights, we use content creation tools and platforms like TikTok, as well
as a thorough analysis of our paid advertising results. Everyone who speaks with our customer
support team feels as if they are speaking with a friend.

Practical Value

Reach the audience by showing Generation Z and millennials actually using the product.

Stories

Colourette Cosmetics has a lot of stories to tell about their products. They can discuss how their
products contribute to women's empowerment, how they designed the product, and how
Kandama is worn at events and gatherings. The act of writing the stories also helps the public
remember the brand.

SOCIAL MEDIA

Overall Strategy
Given the goals of growing brand exposure and developing an online community and following,
social media is an important aspect of Colourette Cosmetics' digital marketing strategy. People
spend the majority of their online time on social media apps where they can connect with
brands and with one another, thus these channels would help raise awareness of the Colourette
Cosmetics brand and its causes. As a result, a well-thought-out social media strategy will assist
the company in achieving these objectives.

The platforms to be used are Facebook, Twitter, Instagram, and TikTok. (1) this where Gen Z and
millennials are most active, and (2) their target market is absorbing such contents.

Each platform's inherent uses and features will be used to their full potential. Instagram, for
example, is a visual platform since the content is visual, mainly photos and videos. As a result,
Instagram is the greatest place for Colourette Cosmetics to share content that highlights the
brand's user images through product and lifestyle photoshoots. Users on Twitter can be
interactive. Users can comment, stitch, and suggest new material on TikTok in both text and
video format.

Instagram Strategy
Use hashtag and tag Colourette Cosmetics in their instagram stories. Users with the most
creative shot can win a combo colourtint and skydye. IG stories can be used to share the user's
lifestyle with a Colourette Cosmetics at hand.

Facebook Strategy
We believe in truthful marketing, and we'd like to raise attention to a blog post that claims our
cosmetics include lead. Be aware that detecting the presence of lead and other dangerous
elements requires more than a gold ring test or an aluminum test. Transparency is one of our
values, and the official heavy metals test results are linked to this post. Colourette Cosmetics is
a cruelty-free, paraben-free, and lead-free cosmetics company. (From Colourette’s Post)

Post more contents like these and create a private Facebook group with users sharing their
experiences.

TikTok Strategy
Post stitches, drawing contests using Colourette products, engage with the audience through
TikTok live, Q and A, comment, dance trends, and point-of-view contents.

EXHIBIT A: Colourette Cosmetics’ CBBE

EXHIBIT B. Instagram Posts (Shimmer Tint Muse, Frankie Pangilinan)

EXHIBIT C. Instagram Main Posts (User Lifestyle)

EXHIBIT D. Instagram Main Posts (Social Advocacy and ordinary citizens)

EXHIBIT E. Facebook contents and posts

EXHIBIT F. Facebook (Social Advocacy)
 REFERENCES

About us. (2021). Colourette.ph. https://www.colourette.ph/pages/about-us

Colourette.cosmetics’s Instagram audience analytics and demographics. (n.d.). Starngage.

https://starngage.com/app/global/influencers/colourette.cosmetics

Colourette Cosmetics. (2016, March 23).

https://www.facebook.com/ColouretteBeIT/posts/we-are-all-for-honest-marketing-and-
we-want-to-call-out-a-certain-blog-post-that/471613119704877/

Is Colourette made in the Philippines? (2020, January 23).

https://gzipwtf.com/is-colourette-made-in-the-philippines/

Nagasundram, S. (2022, January 28). Colourette Cosmetics: how a homegrown brand is

redefining the beauty industry in the Philippines. Alavai.ai.
https://www.alavi.ai/blog/colourette-cosmetics-how-a-homegrown-brand-is-redefining-
the-beauty-industry-in-philippines