Strategic

proposal for

Florasis US Q3&Q4
Strategy Uplift

June 27, 2019

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MEDIA GOALS

US Media Goals

Support Florasis’ Global Expansion:

● Establish credibility among the US fashion/beauty industry and consumer media to influence US and global expansion
opportunities
● Create opportunities for partnerships with top retailers, brands and personalities
● Gain acceptance in the largest beauty market in the world

Drive Top Line Key Messages:

● Florasis is a top global brand to watch, operating at world-class standards.
● Florasis is the leader in East to West innovation in the beauty sector.
● Florasis is breaking new ground with culturally inspired beauty products.

Generate Coverage in High Profile Outlets:

● Organic coverage in top tier-publications from targeted media lists in consumer & industry media
● Win beauty awards from top publications to establish credibility and industry recognition
● Build awareness and recognition of Florasis products, from design quality to storytelling to innovation

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MEDIA FOCUS

Priority Media Targets

CLA will place equal emphasis on gaining coverage in fashion/beauty industry publications and consumer facing publications, with
a tailored strategy for each media category.

CONSUMER-FACING INDUSTRY-FACING

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CONSUMER MEDIA APPROACH

Consumer Facing Media Approach

GOALS STRATEGIES TACTICS

1) Build brand awareness among 1) Personalized approaches with

1)
target US consumers
2)
2) Establish credibility with top
3)
beauty publications and editors
3) Create demand for the product
among target US beauty consumers
Build editor relationships
frequent outreach, sampling and
Align on key themes
invitations to key events/activations
Provide exclusive commentary/access
2) Align pitches with US market trends &
for trend stories or profiles
media editorial calendars
3) Provide interviews / commentary/
embargoed announcements for

PRIORITY MEDIA TARGETS priority media

● ELLE ● Instyle
● Vogue ● Bustle
● Harper's Bazaar ● Byrdie
● Allure ● Who What Wear
● Marie Claire ● Refinery29
● Cosmopolitan ● New Beauty
● Glamour ● The Zoe Report
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CONSUMER MESSAGING Consumer Facing Media Messaging Strategy

Umbrella
Theme(s) /
A Modern Take on Ancient Beauty
Positioning

Pillars Pillar 1 Pillar 2 Pillar 3

Chinese Heritage & Artistry Flawless Formulations Iconic Products

Merging the craftsmanship and creativity of
Main ancestors with the innovation and technology of
today.
Message(s)
● Utilizing cutting-edge technology,
Supporting Florasis skillfully engraves age-old
Details/ love stories onto each bullet of the
Love Lock Lipstick, harmoniously
Reasons to
fusing ancient lore with
Believe contemporary techniques
● Micron-sized mica and polymer
microspheres are fused into a Twin
Lotus relief designed by master
engravers to celebrate a symbol of
luck and love.
● Florasis creates groundbreaking
blends that revolutionize the
utilization of ancestral extracts and
essences, seamlessly merging them
with modern, functional
formulations.
Formulas that combine the essences of nature with
modern breakthroughs.
● Love Lock Lipsticks contain floral
essences inspired by ancient recipes
and delivered through hydrophobic
microspheres, creating long wearing
and nourishing lip color.
● Face powders created with
micro-milled, talc-free formulas, pearl
powders, silk proteins, and skin
boosting organic extracts.
● Florasis eye palettes designed with
multifunctional finishes, buildable
pigments, and seamless blending in
mind.
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From palettes to powders to lipsticks, Florasis
has products like no other brand.
●Love Lock Lipsticks
Misty matte and highly pigmented
lipsticks carved with exquisite
engravings.
●Multidimensional Palettes
The Floral Engraving Phoenix
makeup palette became an instant
classic upon release
●Powders for a Flawless Face
Micro-fine, weightless powders
create a breathable flawless finish
for all skin types.
 CONSUMER FACING PLAN

US Consumer-Facing Media Strategic Themes

We will focus our media outreach messaging to deliver one strategic message in our coverage per month*.

July August September

Key
Florasis Signature Lipsticks Summer Makeup Styles Peking Opera Palette
Moments

October November December

Key
Halloween Holiday Gift Guide Florasis Advent Calendar
Moments

*Months represent the desired publication date, pitching would happen in the months prior
6 and during the month, depending upon publication and lead times.
CONSUMER FACING PLAN

Consumer-Facing Media: Product Pitch Strategy

We will continue to pitch product focused angles to media to align with US holidays and media editorial calendars to ensure we
maintain relationships and brand awareness in the market.

Month
Desired July August September
Coverage

New Product
Launches
/ / Peking Opera Palette (09/20 launch)

Seasonal
Messages
Lipstick Day Summer Looks Fall Looks

Evergreen Floral Engraving Beauty Goddess

Products
Love Lock Lipstick Floral Engraving Phoenix Makeup Palette Makeup Palette

October November December

New Product
Launches
Halloween Collections / Advent Calendar

Seasonal
Messages
Halloween Looks Holiday Gift Guide Holiday Gift Guide

Evergreen Flawless Jade Breathable

Floral Dew Care Cream-to-powder Blush Eastern Beasts Sculpting Makeup Palette
Products Setting Powder
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INDUSTRY MEDIA APPROACH

Industry Facing Media Approach

GOALS STRATEGIES TACTICS

1) Elevate industry recognition and
credibility of the brand.
2) Build relationships with top retailers and
brands, facilitating international
expansion.
3) Establish thought leadership to attract
partnerships and media attention.
1) Provide exclusive commentary
for trend stories or profiles.
2) Focus on industry-leading,
innovative collaborations and
announcements.
3) Opportunistically consider paid
opportunities that achieve our
strategic goals.
1) Set up interviews with Gabby, provide
commentary or information aligned with
key industry themes and hot topics.
2) Keep editors up to date with global
expansion news and insights from Florasis,
including case studies, trend updates,
market preference differences, etc..
3) Consider select advertorial or paid
opportunities.

PRIORITY MEDIA TARGETS

● Vogue Business
● BoF
● WWD
● Glossy
● Jing Daily

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INDUSTRY MEDIA PLAN

US Industry-Facing Media Strategic Plan

We will focus our media outreach messaging to highlight key areas/accomplishment for Florasis, as
well as making ourselves available for coverage in hot topics and areas of interest for the industry.

December
Phase July August September November

ShangXia Florasis’ first overseas Allure Award Single’s Day

Main Topic Holiday
Collaboration store opening in Japan announcement Holiday

Provide updates to key Pitch interview with Issue press release and Provide business media with Provide input into the
editors on Florasis’ Florasis to talk about media alert to promote the commentary for Single’s Day biggest retail season in the
collaboration with their first overseas winning of the award, trends and performance in US and globally, including
ShangXia with a offline store and their representing the first both China and global our first advent calendar
highlight of the two global expansion next Chinese beauty brand to markets. Include quotes, product, holiday trends and
Key eastern-culture-inspire steps. win of one of the most case studies, numbers or previews for Lunar New
Messages d luxury brands important beauty awards in other data to support the Year.
conveying art through the US. information and provide
beauty together. insights for media to use in
Include quotes or their articles.
examples, along with
imagery.

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INDUSTRY MEDIA PLAN

Industry Media Content Sponsorship Opportunities

In addition to organic coverage, we also recommend opportunistically engaging in advertorials or Recommended content angles include:
content partnerships to promote Florasis, specifically in the following recommended publications:
● Global business expansion
● Business of Fashion ● Florasis brand values and culture
● Women’s Wear Daily ● Industry thought leadership
● Jing Daily ● Product storytelling
● Vogue Business
MEDIA STRATEGY

Florasis Interviews

We strongly recommend offering select media and editors the opportunity to interview Gabby with our priority media
targets. Most US publications want to talk to company representatives, and this will greatly help support garnering
in-depth US media coverage.

Interview topics would include:

1. Florasis' Global Expansion Strategy

a. Brand's strategic approach to expanding in international markets
b. Key regions targeted for expansion and the reasoning behind
c. Challenges and opportunities faced
d. Potential markets and segments the brand aims to tap into in the future
2. Global Consumer Trends and Adaptation
a. How to stay attuned to evolving global consumer trends
b. How brand adapts to different markets
c. How Florasis ensures cultural sensitivity while delivering on its promise of quality and efficacy
3. Research and Development (R&D) Excellence
a. Florasis R&D process
b. Investment in cutting-edge technologies
c. Collaboration with experts in the field
d. Unique formulations that differentiate Florasis' products from others in the market
e. Sustainable practices
MEDIA STRATEGY

Thematic Topics

We recommend creating a list of topics that Florasis is willing to comment on and reaching out to editors on an ongoing basis to
solicit inclusion in their trend stories in these areas.

CONSUMER FACING MEDIA INDUSTRY FACING MEDIA

● The Science Behind the Art of Florasis ● Metaverse
● Packaging ● AI
● Color trends ● Live Streaming
● Diversity & Inclusivity ● Innovative/experiential retail
● Formula/Product Performance ● AR/VR
● Social Media Trends ● Unique brand collaborations
● New Product Launches ● Store openings/expansion
● Functional Color (makeup with skincare qualities) ● Notable new hires
● Affordable Luxury ● Investments
● Versatile Makeup Products ● Strategic partnerships
● Gift Ready Makeup and Skincare ● Case studies
● Multi-generational Makeup ● Local market trends (consumer differences)
● Cosmetics & Self Care ● Sustainability
● How Fashion Week Sets Beauty Trends ● Chinese e-commerce trends/festivals
MEDIA STRATEGY

Wishlist: What would it take?

In order to accomplish our strategic goals, we recommend the following adaptations in order to maximize US media coverage:

● Product images on white background (industry standard in the US)

● Increased launches of new palettes - new colors, fresher updates, more variety
○ Ex: cool tone palettes
● Longer lead time for pre-releases to editors
○ Even drafts of concept art, sneak peeks, teasers are good sources to gauge interest from the editors (recommend 1-3 months
prior to release of product)
● English language packaging update
● Improved English language copy & naming for products and website (confusing to customers and not in line with industry standards)
● Clear positioning on Asian beauty versus global beauty (aligning model diversity with positioning)
● Product collaborations with hot brands/personalities that resonate globally and in the United States
● Influencer collaborations
● Make-Up Artists collaboration/sponsorships
KPIs

Recommended KPIs: Six Months

Currently we are contracted for KPIs of:

1) 10 articles over the contract period

- We have achieved and surpassed KPI within 3 months
2) Submit for beauty awards
- Won the Allure Best of Beauty Award (considered the top consumer facing beauty award) for The Retro Brown Phoenix Palette
- Won New Beauty’s award for Best Face Palette with FlorasisEastern Beasts Sculpting Makeup Palette

Given the updated strategic focus, we recommend that we focus our efforts on quality coverage rather than quantity of coverage, with the
goal of achieving high quality coverage in our priority media target list, which we have outlined in this plan. Below are our recommendations
for goals for quality coverage in the next six months:

Industry Media Consumer Media

Aimed number of quality media

3 3
hits in priority media

High quality coverage of any one ● Interview ● Name mentions

of the three listed ● Featured story ● Listicles/ Featured in Round ups
● Quotes and commentary ● Featured story/ interview
QUALITY MEDIA COVERAGE DETAILS

Quality Media Examples: Name and Product Mentions

The product or brand being mentioned in an article in our of our priority media as part of a larger story
QUALITY MEDIA COVERAGE DETAILS

Inclusion on Editorial Round-ups and Listicles

Inclusion on a list curated by respected editors is a key way to build trust and product demand.
QUALITY MEDIA COVERAGE DETAILS

Featured Brand or Product Story

Organic editorial content and coverage that focuses solely on one brand or product in a positive light.

Featured review on Byrdie.com Article on Elle.com on Dior’s $400 lipstick On Allure.com about Clinique’s Almost Lipstick
Thank You!
MEDIA STRATEGY

Florasis x: Brand Collaborations

Innovative and fresh cross brand collaborations can enrich a brand story, provide fresh content
for social media, reach new consumers, and generally expand a brand's reach.

● Discover new content for your brand ● Attract publicity and build buzz around your brand
● Boost in sales and social media engagement ● Reach new potential customers through cross-promotions
● Opportunities to engage with your audience ● Grow your social media community and followers

A Florasis x collab could be done with:

Film or television series Designer or textile brand Consumer packaged brands Actress or celebrity

Pat McGrath x Bridgerton Clinique x Kate Spade Sugarfina X Lilly Pulitzer MAC x Ellie Goulding