1. Squarelle Tonacity
Squarelle Tonacity - the natural, new, nourishing hair colour formula designed to
deliver multi tonal salon quality in the comfort of your home
What are four of the most important things in our day to day lives?
- Time
- Money
- Health
- Confidence
UK Health and Beauty Market 6.52bn. Colourants market = 22% of this. Roughly
£1.3bn
Advantages:
No other home hair dye comes with an app to try the style first.
Early appeal to emerging male market, not associated as a dominantly female
focussed brand.
By focussing on bloggers, interactive sharing apps, bespoke colour competitions and
social videos in our marketing campaigns we aim to become a customer owned brand.
2. Competitors:
What do the sites have in common?
1. Hair Colour is a cornerstone.
2. The site is your stylist
3. ‘Can I Help You’?
4. Brand and Celebrity is king (or Queen)
5. Choice
6. Visual
3. AIMS AND OBJECTIVES:
By end of year 1 have 70,000 newsletter subscribers
By end of year 1 have 5000 App purchases and 25,000 free app downloads
Generate 50,000 unique customers that have bought the Squarelle product
Build a community on the website reaching 150,000 people in the uk, including newsletters and social videos
By end of year 1 form partnerships with 2 nationwide Salons to stock range of Squarelle products
SWOT ANALYSIS:
Strengths: Unique offering - no other home hair dye comes with an app to try the style first.
Cost effective and convenient option for both young cash strapped customers and older affluent customer base.
Less damaging than alternative of salon care – bespoke application tool makes Squarelle healthier than home hair dye competition.
By focussing on bloggers, interactive apps, colour shade competitions and social videos in our marketing campaign we aim to become a very customer owned brand that
our users feel an ownership of.
At home application allows us to break into male market.
Wide range of colours available and bespoke options to vary price and quality of product.
Multiple revenue streams and potential for scalability in spread to salon care.
Digital interface working across all device types
Hugely display based industry, encouraging users to share their styles across multiple channels is made much easier.
Weaknesses: Unknown brand in a competitive industry
High initial investment needed to create cross channel marketing across TV and display and provide content
Using new technology such as Vine and Instagram which do not have total penetration in UK market
Focussing on blogger community rather than professional beauticians for website will potentially have less influence.
Opportunities: Addresses key financial concerns in a recession, people want to keep looking good to stay confident but cannot afford to pay for the salon.
Male market is rapidly expanding.
Easily scalable to expand into Squarelle salons, haircare, skincare and cosmetics.
Try before you buy for free app and 2 for 1 offer when buying with a friend lowers sample costs significantly for new customers, allowing us to break into a crowded market.
75% of women have dyed their hair in some capacity. Constant sales of hair care products exceed £1.5bn (source Euromonitor and Hair Boutique)
Threats: Competitive marketplace with existing established beauty sites also offering free forum and tutorial content
Consumers may still prefer to trust a reputable salon professional over themselves
Continued recession may begin to affect consumer health and beauty purchases
4. PERSONA TARGETING - Lisa Armitage:
Age: 20
Education: Studying to BA
Occupation: Freelance Blogger
Referrer: Blog Networks, Friends
Key Words: how to apply hair dye, best beauty and style blogs, best dye colour
Entry Point: Social Media, Articles, Videos
Reasons to Return: free and regularly updated articles, aesthetic creative videos,
Goals:
Find a unique, new, exciting product that their friends don’t know about.
Experiment to find her best hair colour without great cost.
Feel that changing her hair is safe to do herself and an opportunity for creativity.
Questions:
What’s the best hair dye for natural brunettes?
What hair dyes nourish hair?
What hair dyes use natural products?
How easy is self dyeing hair?
What is a cheaper alternative to salon hair that looks good?
How can I avoid dying my scalp?
Influencers:
Social Currency
Assistance and Education
Affordable Price
Peer reviews
Websites she visits:
Glam,
Inspirational Hair Tumblr
Cosmopolitan
Facebook/Twitter/Vine/Instagram.
Frustrations and Pain Points:
Salon care is expensive and Lisa wants a cheaper alternative that will deliver good results.
Many other products have difficult and vague instructions and lack tangible application advice.
Lisa would rather experiment with her hair colour in a temporary fashion before ‘taking the plunge’ with an extravagant shade she later regrets.
Lisa is wary of the saturation of the market and wants a product that she knows her friends would use.
Lisa feels pressured by the hairdressers in a salon. In the past she has listened to their suggestions i.e. having her fringe coloured and didn’t know how to say no. She want
the Independence and agency to dye her hair the way she thinks looks best.
5. PERSONA TARGETING – Jill Cownie:
Age: 44
Education: BSc
Occupation: Senior Accountant
Referrer: Smartphone apps, Facebook
Key Words: Natural hair dye, nourishing youthful hair, easy apply home hair kit
Entry Point: Facebook videos, Magazine/Blog Reviews, Digital magazine ads
Reasons to Return: Ease of use-more time for family, natural, non-artificial look
Goals:
Make more time for friends and family
Achieve natural, younger looking hair
Feel safe in applying her own hair care and happy that it is natural.
Questions:
What do all these hair dye terms mean?
How to improve hair colour?
What’s a safe home hair colour treatment?
What’s the best quick and easy hair dye?
Which dyes have the most natural tones?
How much dye do I need to colour all my hair?
Influencers:
Reputation of advertiser
Assistance and Education
Clarity of Information
Product reviews and endorsements
Websites she visits:
Marie Claire,
Elle
Mumsnet
Facebook/Twitter
Frustrations and Pain Points:
Jill can get confused over the meaning of phrases such as ‘multi-tonal’ and ‘natural ingredients’.
Jill wants her hair to look like it did when she was younger.
Jill would rather apply her hair care at home rather than risk her friends seeing her attend a salon, she is mindful of what others think of her.
The salon is time consuming and with work and friends, Jill doesn’t get enough time with her husband and children as it is.
Jill is very wary of getting her dye job wrong and her hair looking unnatural
6. CUSTOMER JOURNEY
WEBSITE FIRST CONTACT
Social Brand Story
RESEARCH
Social/ PPC/ Blogger Reviews/ Videos
STIMULUS
Word of Mouth TV
7. CUSTOMER JOURNEY
COMPETITIONS AND BESPOKE OFFERS
2 for 1 offers Design your own colour shade
SIGN UP
Conversion Maximisation Solutions ‘My Dye-ary/ Online Forum’
APP
Sampling Content
8. CUSTOMER JOURNEY
CYCLE REPEAT
Monthly Newsletter Push Notifications
CUSTOMER CARE
Twitter Help/ and Forums Customer Care-line
PURCHASE
Become the face of Squarelle
Documentation – my dye-
ary, Pinterest
9. KPIs
Social engagements across multiple stages (including view Rate for
paid video advertising ). Initial video views, social video
creation, twitter following/interaction, Facebook
likes, Instagram, Pinterest pins, sentiment analysis.
UGC content posted.
Ratio of unique users visiting site and using app/ Number of user
profiles created
Free App downloads/Paid App downloads
CPA of display campaign
Products sold
Partnerships established
10. Summary:
UK Beauty Industry grew 7% in 2010, at the height of the recession and is worth over
£6bn- Salon Services
Hair colourants are the 3rd ranked ‘Beauty Item We Can’t Live Without’. - Superdrug
Strong video focus of this campaign takes advantage of massive social reach and
adaptable media
Unique app and focus on a community owned brand sets us apart in the market
Scalable in terms of reach and content
Potential of a new brand to make strong inroads into the emerging male hair colour
market
We expect highly focussed and targeted marketing to drive Squarelle into at least
0.8% market share of a potential £1.3bn market by year 3.
11. References:
http://www.iabuk.net/sites/default/files/FMCGVerticalSeries.pdf - Industry Data
http://www.iabuk.net/blog/dove-real-beauty-campaign-pips-evians-babies - Health and Beauty’s emphasis on natural beauty, agency and empowerment
http://www.iabuk.net/sites/default/files/case-study-docs/Case_Study_Health_Beauty__External.pdf - The popularity of voucher codes
http://www.pinterest.com/benjerry/the-people-behind-the-pints/ - Example of a template curated social media platform and the ‘story’ of the product
http://www.oprah.com/oprahshow/Oscar-Blandis-Hair-Advice - Hair dye cycles
http://sbh.emailcampaign.uk.com/p8/sbh-beautiful-britain.pdf - Salon Services - Health and Beauty in Britain
http://www.youtube.com/watch?v=96xhahbLgHc – Example of video ‘socially seeded’ in The 7th Chamber initiative
http://adage.com/article/special-report-advertising-week-2013/advertising-week-jonah-peretti-buzzfeed/244325/?utm_source=feedly - Prime Time slots for online video
viewing
http://thinktraffic.net/7000-newsletter-subscribers-from-1-youtube-video-traffic-strategies-with-incredible-roi - The potential growth in Newsletter subscribers from social
video
http://www.qubitproducts.com/ - Conversion optimisation and its effect on sales
http://www.marketingmagazine.co.uk/article/1188981/social-media-provides-31-return-investment-claims-iab-study - Social Media Return on Investment
http://www.socialmediaexaminer.com/instagram-marketing-how-to-get-started-with-instagram/ Use of Instagram to increase retail traffic by 40% in 12 months.
http://www.adweek.com/news/advertising-branding/marketers-should-take-note-when-women-feel-least-attractive-152753 Health and Beauty marketing optimum hours.
http://www.thedrum.com/news/2013/07/11/nissan-set-use-fans-instagram-and-vine-videos-next-advert - Vine and Instagram in marketing
Health and Beauty Beating the Recession
http://www.chiefmarketer.com/news/consumer-spending-up-in-healthbeauty-vertical-24022009
http://www.franchisehelp.com/industry-reports/beauty-industry-report
Economic and statistical breakdown of cosmetic and hair and beauty industry, including identification of emerging male market
http://www.slideshare.net/lovee911/economical-analysis-of-cosmetic-industry -
http://www.statisticbrain.com/hair-coloring-dying-statistics/
http://store.mintel.com/hair-colourants-europe-october-2011
http://www.transparencymarketresearch.com/hair-care-market.html
http://www.cosmeticsbusiness.com/technical/article_page/Hair_care__accentuate_the_positive/58102#sthash.8kwk5rbs.dpuf
. Squarelle’s Target Audience info
http://www.ipcadvertising.com/resource/7p6ijphi9qhvbvjtlu6nnywt.pdf
http://www.ipcadvertising.com/resource/mv1yefnq3fl9bpvahgqdm4ko.pdf
http://www.glammedia.com/brands/audience/
http://www.hearstmagazinesdirect.co.uk/online.html
