FINAL PART 7 KiehlsDeck12_3 (1)
- 1. Elizabeth Byrne Laura Colberg Christina Hernandez Shauna Sexsmith December 2014 For Your Super Multi-Life
- 2. AGENDA ● What we plan to do … drive the female fitness audience to purchase the new product and become loyal consumers and brand advocates ● How we plan to do it … connect and engage with fitness-driven women via social communities and events ● What will it take to get there ... low-cost, high-value, interactive campaigns in six months that produce long-term results
- 3. GOALS Increase awareness of Super Multi-Corrective Cream with SPF among target consumers COMMUNICATION: BUSINESS Sell 200,000 units of Super Multi-Corrective Cream with SPF to target consumers in NYC six months after launch TOTAL TARGET AUDIENCE ESTIMATED BUYERS PURCHASE FREQUENCY TOTAL RETAIL SALES 400,000 200,000 1X at $62 $12,400,000
- 4. INCREASE MARKET SHARE La Mer and Kiehl’s had the highest growth among the top 10 brands
- 5. OBJECTIVES 1. ENGAGE the target market through tailored key messages and events 2. CREATE excitement about Super Multi- Corrective Cream with SPF and highlight the dual skincare combo via interactive events 3. EMPHASIZE corporate responsibility by raising money through events
- 6. TARGET MARKET •Fit, health-conscious women over 40 who strongly care about their appearance •Median income: >$75k with expendable income •Lives in New York City •College educated •Exercises regularly and enjoys group fitness “Fifty-plus American women are the healthiest, wealthiest and most active generation of women in history.” - Demographics by Mark Miller
- 7. MINDSET OF THE TARGET ● The psyche of the 40+ consumer is focused on “all of me” - not just the face, but mind, body and vitality ● This segment is attracted to ‘ease of use’ claims more than overall population ● “Makes me feel youthful” is a key category driver for boomer generation ● 89% believe “there is no reason to feel less vital and energetic as you get older.” ● Her journey centers on product knowledge and the ability to try products before committing to a purchase “The Baby Boomer generation has more money, leisure time and technology than any other generation in history.” - Baby-BoomerMagazine.com
- 8. FITNESS INDUSTRY ANALYSIS ● Membership Changes: Gym memberships are more popular with all age groups, not just 18-34 group. Memberships have increased among people over 50, children and teens. ● The Appeal: For aging demographic, they want amenities: checks for blood pressure and bone density. ■ Fitting locations for aging campaigns/products ● Free Time: Increase in people running for exercise, with the appeal that it is free, similar to online exercise plans.
- 9. FITNESS INDUSTRY ANALYSIS ● Gym Challenge: Fitness centers must continue to keep up with the latest trends, an onerous capital expense. ■ Product samples allow affordable luxuries for gyms to offer clients ● ‘ATHLE-ISURE:’ Activewear is everyday wear ■ Products made specifically for women make up 17% of sports apparel, whereas 8 years ago it was close to zero ■ Women spent 80% of all sports apparel dollars - Businessweek, September 2013 ● In Season: More people join gyms during the first quarter. i.e.: New Year's resolutions. ■ Opportunities for timely events/marketing
- 10. MEGA TRENDS TO LEVERAGE 1. SIMPLY PRECIOUS ● Consumers seek health in everyday products, being “wellthy” is the new natural - natural ingredients 2. CONVENIENCE AS THE NEW LUXURY ● Consumers today favor simplified, seamless efficiency ● Consumers want multi-use and multi-category products that offer instant results ■ Multi-functional creams outpacing single product counterparts “The 55 to 75 year-old female has seen her role change from homemaker to purchaser of security, convenience and luxury items.” – Barbara Kleger, president of 55+ Consulting
- 11. STRATEGIES 1. Enhance partnership with Equinox by hosting multi-class fitness events that will cross-promote Kiehl’s to emphasize the ‘health is wealth’ adage 2. Create an expanding social community among target audiences to: ■ Promote products and company mission ■ Grow number of loyal customers and product sales ■ Seek brand ambassadors ■ Interact and engage with existing and potential consumers
- 12. “Empower the Super ‘Multi’ Hero in Your Life” The Kiehl’s woman using Super Multi- Corrective Cream with SPF can do it all — have radiant, protected skin all while feeling and looking fabulously fit. #Supermultihero The Big Idea
- 13. DELIVERABLES: EQUINOX SUPER MULTI DAY at EQUINOX
- 14. EQUINOX SUPER MULTI DAY ● Host at flagship Equinoxes in NYC: Rock Center, Greenwich Avenue & Printing House ● 2.5 hours, Sunday mid-morning with back-to-back spinning, kickboxing and yoga classes ■ Yoga leads in exercise activity among women and individuals between the ages of 25 and 54 - Bureau of Labor Statistics ■ Spin class incorporates Kiehl’s CSR mission - Life Ride and amFar ● Samples of Super Multi-Corrective Cream with SPF given to each participant ● Photo booth with @Kiehls #Supermultihero social media check-in station
- 15. DELIVERABLE: KIEHL’S RUN CLUB ● Host at three Kiehl’s locations in NYC: East Village, Meatpacking, and Flatiron in prep for 2015 NYC Marathon ● Promote in-store and through Super Multi Day ● Samples of Super Multi-Corrective Cream with SPF and “Super Multi” apparel for participants ● Social media #funfacts and weekly themes ● Partner with skin care/skin cancer fundraiser
- 16. ● Decorated mirror display for customer selfies and social media posts to enter @Kiehls #Supermultihero contest — win an ultra facial at Kiehl’s Spa 1851 ● Gift of Kiehl’s #Supermultihero 3-pack of products ● Display and product decorations (special edition “cape” for super multi bottle) to promote the #Supermultihero ● Opportunities to cross-promote ongoing events at Equinox and Run Club as appropriate by location DELIVERABLE: KIEHL’S STOREFRONT AND DISPLAY EXPERIENCE
- 17. DELIVERABLE: OPTIMIZE AND EXPAND EQUINOX IN-STORE EXPERIENCE ● Incorporate samples of products that are easier to use on-the- spot with target demographic, including Super Multi- Corrective Cream with SPF ● Leverage in-store “@Kiehls #Supermultihero” display ● Offer free samples with in-store purchases of over $25 (engage target who are already purchasing at Equinox) ● Target highly trafficked Equinox locations to pilot DIY facial stations using new product ● Offer special pricing of Kiehl’s products to those who participate in Super Multi Day (VIB members)
- 18. SPREADING THE WORD ● Mock Super Multi Day event for press ■ Brief fitness class, Q & A with Kiehl’s personnel, facial stations, product sample press kit ● Social Media: @Kiehls #Supermultihero ● In-store and at Equinox ● Celebrity partners (i.e.: Cameron Diaz, an Equinox member) ● Equinox instructors ● Equinox website and mobile app ● Email blast to Equinox members Women represent the majority of the online market: • 92% pass along information about deals or finds to others • 171: average number of contacts in their e-mail or mobile lists • 76% want to be part of a special or select panel - - -Mindshare/Ogilvy & Mather
- 19. SOCIAL MEDIA CAMPAIGN ● @Kiehls #Supermultihero photo booths at all onsite events and in select Equinox locations ● Branded #Supermultihero “mirrors” at Kiehl’s ● Viral promotion on Facebook/Twitter/Instagram: from home, share a photo, tag your hero, #Supermultihero and @Kiehls or @KiehlsNYC to enter ● Engage celebrity spokespeople and Equinox trainers for increased participation ● Potential donation for high number of retweets/shares/likes
- 20. #Supermultihero
- 21. EVALUATION ● Increase in: ■ Sales of Super Multi-Corrective Cream with SPF ■ Kiehl’s market share in the skincare category ● Growth in social media presence and followers ■ 61.3 Twitter followers ■ 996,275 Facebook likes ● Extended partnerships with workout facilities ● Media Placements (beauty magazine & beauty blog features) ● Consumer engagement
- 22. TIMELINE Immediate (Winter/Spring 2015) ● Plan Super Multi Day fitness events at Equinox locations, and spread the word via social media platforms ■ Sign-ups one month prior to launch ● Introduce new product to partners, press and specific consumers ● Launch Run Club ● Create and order marketing materials; design and prep for displays; launch social media campaign ● Book celebrity spokespeople Super Multi Day Event: ● Summer 2015 - Sunday of launch week ● Host press preview event weekend before launch week
- 23. BUDGET CAMPAIGN MATERIALS APPROXIMATE COST Samples (5,000) $5,000 Photo Booths (3 to start) $8,000 each: $24,000 In-Store Display Materials (mirrors, vanities) $7,000 Promotional Materials (T-shirts and logo water bottles – 1,000 each) $5 each for T-shirts: $5,000 $2.79 each for water bottles: $2,790 Press Kit $500 Donations to Celebrity Charities $25,000 Production Fees $5,000 Miscellaneous $5,000 TOTAL COST: $79,290
- 24. SOURCES •NPD Reports and FY14 Year-End Presentation •Estee Lauder Innovation Deck - July 2014 •Twitter and Facebook •Upstatemerch.com •4imprint.com •Census.gov •Bureau of Labor Statistics •She-conomy.com
- 25. Questions? Photo Courtesy of 15minutebeauty.com