 BINDIYA SONI

BACKGROUND

 A cosmetics company founded in 2014 by LAURA and JHON NELSON.

 Products include blushes, lip products, eye products, highlighters, etc
 Colourpop pride itself on being an affordable and animal friendly brand.
 BIO

 Sibling co-founders Laura and John Nelson started a parent company called Seed Beauty
as an offshoot of their father's makeup company Spatz Laboratories, which produced
makeup products for other brands.
 ColourPop Cosmetics is a brand owned by parent company Seed Beauty, which also
owns Kylie Cosmetics and KKW Beauty.
 In 2018, ColourPop also partnered with Ulta Beauty.
 On June 14th, 2018, Colourpop released their first foundation called the No Filter
Foundation in 42 shades.
SWOT ANALYSIS OF COLOURPOP

 STRENGTH:- customer service, loyal users, strong player

 WEAKNESS:- high price, not a global player

 OPPORTUNITY:- collaborating with other, gain more popularity in beauty industry.

 THREAT:- substitute brands JCP and ULTA, expensive raw material.

COLOURPOP MARKETING STRATEGY

 The brand takes over social media

In the age when internet has all the information, Colourpop’s strongest marketing
campaign is how well they use social medias. With 5.1 million followers on
Instagram, the brand is able to reach to its targeted audience - younger people. Aside
from Instagram, it is never difficult to find Colourpop on Twitter, Facebook and
Snapchat with very concise, “trendy” captions that are able to impress the readers
without tiring them from reading. 
 ColourPop takes visuals and packaging very seriously
:- ColourPop most effective way of reaching out to their customers is through social media.
Moreover, they sell their products effectively through the online website. There is no way for
customers to actually touch and feel the products before they want to purchase. Due to
these factors, ColourPop focuses on the graphic designs of their website. There is always a
coherent theme throughout: vibrant, young and colorful. The company always has swatches
of their products on three skin tones: pale, medium and deep (which also expands their range
of target customers).