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- 1. ReachingWomen A UBIQuitous Media company MEDIA
- 2. > Captive yet relaxed and comfortable > Receptive to brand messaging IN A SPACE WITH LITTLE TO NO OTHER ADVERTISING INDULGING THEMSELVES; IN A POSITIVE FRAME OF MIND habitual, Regularly spending extended periods of time Already in errand/shopping mode Engage women in an intimate, uncluttered environment in which they are: Environment OVERVIEW {2} Connectwitha95%femaleaudience… Thereare57,000+nailsalonsintheUnitedStates, eachaveraging2,800clientspermonth That’s over 1.9 billion salon visits a year Nail Care is fundamental to any woman’s broader beauty/personal care routine. Women who get their nails done regularly are likely to place equivalent emphasis on their image, fashion and broader lifestyle considerations. …inavast,highlytargetablenetworkofvenues. •GlossTV •GeneralMarket NailSalons •Multicultural NailSalons •RegalSalonsatRetail — •YogaandPilatesStudios •HairSalons •DaycareCenters •DryCleanerAdBags •FemaleFocusedEvents •FemaleFocusedStreetTeams MEDIA MEDIA Reaching Women why nail salons?
- 3. audience OVERVIEW {3} Get a manicure or massage Organize the house Spend it with my spouse 17% 12% 6% 2% 19% Sleep 36% Spend it with my kids Catch up on work How women would spend an extra hour each day 18-24 13% 25-34 22% 35-54 41% 55-64 15% MRI Profile The Gloss woman is stylish, affluent and habitual: 40% HHI $100,000+ 53% consider themselves purchase influencers 33% are influenced by what is new and trendy Women who frequent salons do so every 2 weeks on average, spending 30-60 minutes per visit Permissable ‘Recession-Proof’ Indulgences. Women view a visit to a nail salon as an affordable luxury; time-out to relax and be pampered; a well-earned break from their hectic schedules. AestheticsandHygiene In addition to contributing to their personal sense of style and beauty, women increasingly view nail care as important to their health, well-being and maintaining a youthful appearance. * * *ModernMom.com November 2007 65%oftheUnitedStatesfemalepopulationhavetheirnailsdoneregularly… …foraesthetic,healthandself-indulgentreasons. MEDIA
- 4. DIGITAL OUT-OF-HOME SALON NETWORK {4} Motivate, informinspire: GlossTV: Theonlynationaldigitalnailsalonnetwork… 7,980* average unit gross impressions per salon per month. Salon digital impressions are calculated in accordance with DPAA Guidelines. a captive audience of women with your digital message. 15/:30/:60 advertising units available with audio, appearing three times per hour within entertaining content, current news, weather and ticker. A NETWORK OF HIGH DEFINITION DIGITAL SCREENS ONLY IN GRADE-A NAIL SALONS TOP 10 DMAS LOCATED IN THE Content 3hr loop of female-focused programming, including entertainment, lifestyle and fashion highlights, updated weekly, from a carefully selected range of partners. Advertising content appears 3 times per hour during the normal operating hours of the venue. MEDIA
- 5. 7,980* average unit gross impressions per salon per month. Salon digital impressions are calculated in accordance with DPAA Guidelines. DIGITAL OUT-OF-HOME SALON NETWORK {5} 60-minuteaveragedwelltime, Content partners advertisers gloss tv Testimonials …arresting,engagingandhardtomiss. MEDIA combinedwith1.limited PDAusageduetowetnails 2.languagebarriers toconversation withstaff 3.inabilitytochangechannels -minimizedistractions fromdigitalprogramming. “With well-placed signage and engaging programming, Gloss TV’s network provides brand advertisers with a unique opportunity to reach a highly-desirable female consumer. Their consummate team of professionals always provides first-class service…this DOOH network is reliable, responsive, and efficient.” M.D., rVue Logo has worked with Gloss TV on multiple programming initiatives. The process is always smooth but still targeted to meet our needs. We’ve found that using GlossTV we’re able to reach our de- mographic while they are fully captivated by their surroundings. Beyond just the digital screens there are many opportunities for branding and ads to really blow out your presence in the salons. Logo has been very satisfied with the impressions we’ve received and will continue to work with Gloss on upcoming projects. E.A, Logo Networks
- 6. EXPERIENTIAL IN-SALON MARKETING {6} SalonExperiential:Cutthroughtheclutter… The nail salon environment is uniquely suited to allowing marketers to heighten a woman’s already positive experience through unique interaction with their brand: IMMERSE A CAPTIVE AUDIENCE OF WOMEN IN YOUR BRAND Network of 50,000+salons available nationally. Interior Signage Double-sided entrance/ window clings; interior billboards; counter displays and take-ones ensure delivery of the marketer’s message. MEDIA onlyone campaign inany givenvenue ata time Salon Brandables Aprons, emery boards, manicure/pedicure mats, slippers and nail polish bottles can be branded in the marketer’s identity for maximum impact.
- 7. EXPERIENTIAL IN-SALON MARKETING {7} Mobile Salons Bring the salon experience to your customer! Our mobile salons are versatile and can accommodate mani/ pedi stations, massage stations, product demonstrations, portrait studios, beauty treatments and more. Salon Events Take over an entire salon for product launches, blogger/ PR events, team building outings or customer girls’ nights out – and let us help you pamper your target audience. Product Sampling and Displays Trial and full size sample distribution; tastings (food and beverage); gift bags; displays and demonstrations all heighten the indulgent salon experience, ensuring 360 degree brand immersion for the target audience and positive recall for the marketer. …andcreateatrulymemorablebrandexperience. MEDIA
- 8. MULTICULTURAL TARGETING {8} annual sales of hair, make-up and skin care products now totals $2.7billiona year.* By 2013their spending power will exceed $4.2trillion. The 2010 Census shows that African-American, Asian-American and Hispanic people of color account for more than 1/3 of the US Population. Demand for ethnic beauty products is exploding “Beauty salons are second only to black churches as institutions in the African-American community” Ingrid Banks, Associate Professor of Black Studies at the University of California Multicultural women will be the majority in 30 years – and they are already the primary decision maker in the vast majority of homes, heavily engaged in the life tasks of 1) building careers 2) forming households and families and 3) raising children. sales growth during the recession poised for double-digit growth during the recovery. African-American and Hispanic women spend 2-4hourspersalonvisit – twice as long as general market clients* Salonsaredeeplyembeddedpointsofsocialcongregationindiversecommunities… …connectwithAAandHispanic womenwheretheyconnectwitheachother. MEDIA *Source:EthnicHair,BeautyandCosmeticsProductsintheUS,7thEdition **Segmented Marketing Services ***Charming Shoppes, Inc (Catherine’s Plus Sizes) - September 2010 ArecentAAsaloncampaignsawawhopping286%ROI!***
- 9. REGAL SALON NETWORK {9} RegalSalon’saudienceis95%female and each venue sees 1,500 to 2,500 customers monthly. Reach women with your message near point-of-purchase in the retail footprint. Regal Nail Salons and Spas currently has 650+locationsnationally within retail supercenters and is opening on average a hundred each year. REGALSALONSARELOCATEDINSUPERCENTERSTHAT average 70,000customersperweek; 70% of whom are women. ofwomensaidthatsalons wereagoodplacetoadvertise EngagewomenatretailinRegalNailSalons… …asthey’reinerrandmode;outandaboutandreadytoshop. MEDIA *Independent 3rd party exit study conducted by Target Research Group for Uncle Ben’s April 2008. **Independent 3rd party research study conducted by GFK Research for Colgate-Palmolive – October 2010 62%planto shopat Walmart aftertheir salonvisit** RecentCPG campaignsaw 88%brand recallwith 97%intentto purchase!**
- 10. GENERAL MARKET CASE STUDY {10} client AE Entertainment agency Horizon Media program Kirstie Alley’s “Big Life” Docu-Series Premiere markets New York and Los Angeles duration One Weekend AE’S KirstieAlley’s‘BigLife’ Spring2010. objective To generate buzz and raise awareness among a fashion-forward, female audience, 25-54, surrounding the premiere of Kirstie Alley’s “Big Life.” strategy The weekend prior to the premiere, AE “took over” eight salons in New York and Los Angeles and offered a free manicure day courtesy of Kirstie Alley’s “Big Life.” Each venue featured full “Salon Domination” which included the pilot episode running all weekend on Gloss TV, signage, and multiple experiential components including: custom-colored Kirstie Alley Essie nail polish (which was used in-salon and consumers got to take home), branded salon staff aprons, counter displays, and AE- uniformed brand ambassadors passing out postcards. results Advance promotion of the ultimate “girl’s day out” resulted in lines outside before the salons even opened. A total of almost 4000 women received free manicures over the course of the weekend, 6,000 bottles of custom-Kirstie Alley Essie polish were used and given away, and the program was picked up on multiple fashion blogs and social media sites. MEDIA
- 11. GENERAL MARKET CASE STUDY {11} client McDonald’s agency Moroch Partners program McDonald’s Smoothie Rollout markets Houston DMA duration One Month McDonald’sRealFruitSmoothies Spring2010. objective To generate buzz and raise awareness of McDonald’s new “Wild Berry” and “Strawberry and Banana” smoothie offering among the Houston female demographic. To drive foot-traffic from salons to nearby McDonald’s locations to facilitate product trial. strategy McDonald’s chose a Gloss “salon domination” strategy and took over 125 nail salons in the Houston DMA - utilizing salon media including branded emery boards, branded mani-pedi mats, entrance clings and counter displays with take-ones. Women indulging themselves in the salons were made aware of McDonald’s delicious new offering and then encouraged to try a free sample by redeeming a coupon they received after their treatment. All participating salons fell within a 5-mile radius of a McDonald’s location, to encourage maximum redemption. results The campaign was a huge success. McDonald’s actually had to limit the number of smoothies per customer due to a berry shortage brought on by enormous demand for the offering. MEDIA
- 12. client NBCUniversal - Telemundo agency Horizon Media program Mi Corazon Insiste en Lola Volcan markets Hispanic Markets duration Onemonth Telemundo–MiCorazonInsisteenLolaVolcan Spring2011. objective Telemundo was eager to target Hispanic women in a captive and receptive environment in order to drive tune-in for Mi Corazon Insiste en Lola Volcan (My Heart Insists on Lola Volcan), a Spanish-language telenovela serial. strategy Telemundo understands that culturally a Hispanic woman’s beauty regime is second only to her family in importance – and that the beauty salon is consequently a highly engaging and relevant venue in which to reach this target audience. Hispanic women within a community congregate at their local salons to get their hair and nails done - and to discuss family and what they do in their day-to-day lives. Telemundo ran in almost 1000 salons across the top Hispanic markets utilizing interior billboards, counter displays, branded emery boards and branded nail polish. results Telemundo did not implement a specific campaign measurement tool but did report how pleased they were with all of the program components. This is the brand’s second salon campaign - and they are considering future efforts…a clear indication that the salon environment is a highly strategic setting in which to target Hispanic women. MULTICULTURAL CASE STUDY {12}MEDIA
- 13. {13} client Unilever - Vaseline agency Colangelo Synergy Marketing program Vaseline Sheer Infusion and Aloe Fresh markets Top 10 Regal Salon Extended DMAs duration Two One-Month Programs Unilever’s Vaseline Summer2009Spring2010. objective To encourage Regal shoppers to try Vaseline products - as they briefly escape their busy days to be pampered - and build brand recognition and awareness. strategy Unilever supplied a total of 400 Regal Salon venues with full-size pump bottles of Sheer Infusion and Aloe Fresh to be placed at multiple manicure / pedicure stations. Women were encouraged to “wet sample” actual product during their visits – and also handed 10oz sachet samples to take home with them. Salon signage components included counter displays with tear pads – the coupons redeemable upon product purchase in Walmart stores, only steps away. results Unilever saw a 30% lift in sales of the product being promoted across all their media efforts at that time – and could not have been happier with the programs. REGAL SALONS CASE STUDY MEDIA
- 14. Hair Salons Reachbeauty-focused womenatleastoncea monthwhentheyget theirhairdoneattheir localhairsalon.Thesalon environmentisagreat word-of-mouthincubator, particularlyinethnic communities. Opportunitiesinclude Interiorsignage,entranceclings,mirrorclings,counter displayswithtake-ones,productsampling/trial,etc. ProgramAvailability Targetnationally,bymarket,byzipcode, radialdistance,householdincome orethnicity. CPU $250-$350per venue per month LeadTime 6weeks {14} DaycareCenters Connectwithbusymomsandtheir childrenduringthiskeycomponentof theirdailyroutinesatindependent daycarefacilitiesacrossthenation. Opportunitiesinclude Interiorsignage,entranceclings,counter displayswithtake-ones,productsampling, facilitysponsorship,etc. ProgramAvailability Targetnationally,bymarket,byzipcode, radialdistance,householdincome orethnicity. CPU $250-$350per venue per month LeadTime 6weeks MEDIA YogaandPilatesStudios Engagewithactiveandhealth-consciouswomenin theunclutteredenvironmentoftheirregularexercise facility–wheretheyareveryreceptivetorelevant messaging. Opportunitiesinclude Interiorsignage,entranceclings,counterdisplays withtake-ones,productsampling,brandedyogamats, brandedwaterbottles,etc. ProgramAvailability Targetnationally,bymarket,byzipcode,radial distance,householdincome. CPU $250-$350pervenuepermonth LeadTime 6weeks becomeapartofyourtarget’s daily routine
- 15. {15} Female-FocusedEvents Demonstrateyourcommitmenttowomenand theircausesatlarge,highprofileevents countrywide–andensurethatyourbrandresonates withthelargecrowds.Eventsinclude:RevlonRun/ WalkforWomen,AvonWalkforBreastCancer,etc. Opportunitiesinclude Signage,banners,brandedvehicles,branded premiumsandgiveaways,productsampling, couponing,exhibitor’sbooths,etc. ProgramAvailability Singleormulti-marketevents/venues CPU Customprograms LeadTime 1-3months MEDIA Reach fashionistas, busy moms and household decision-makers alike as they’re out and about and in errand mode. Dry cleaner ad bags serve as mini-billboards in transit and are then carried into the consumer’s home to serve as reminders and incentives for purchase. Opportunitiesinclude 2C/4Cbranding,productsampling,coupon hang-tags,processprinting,eco-friendlybio- degradablegarmentbags,tastestripdistribu- tion,scentdistribution,audio/illumination, etc. ProgramAvailability Targetnationally,bymarket, byzipcode,radialdistance, householdincomeandethnicity CPU $0.12-$0.14 75,0002Cminimum;130,0004Cminimum LeadTime 4-6weeks* 12 impressions per unit DryCleanerAdBags Utilize female street teams to engage with women face-to-face. Brand ambassadors with intimate product knowledge can offer personal advice and effectively drive product trial and subsequent word-of-mouth. Opportunitiesinclude Uniformedbrandambassadors,product sampling,brandedpremiumsandgive- aways,literaturedistribution, couponing,datacapture,etc. ProgramAvailability Targetnationally,bymarket,by radialdistanceorspecificlocations. CPU $45perbrandambassadorper hour,4-hourminimum. LeadTime 2weeks Female-FocusedStreetTeams
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- 20. MEDIA contact {20} For more information on any of these options please contact us at: GLOSS MEDIA Andrew Hacking - Sales Director 27 Union Square West, Suite 204 NYC 10003 P: 212-386-7070 C: 646-594-3144 F: 212.533.0538 andrew@glossmedia.com www.glossmedia.com
- 21. MEDIA {21}contact {20} For more information on any of these options please contact us at: GLOSS MEDIA Karen Koonce - Sales Director Chicago, IL P: 312-282-0073 F: 212-533-0538 karen@glossmedia.com www.glossmedia.com
- 22. MEDIA {22}contact {20} For more information on any of these options please contact us at: GLOSS MEDIA Peter Kazanjian - West Coast Sales Director C: 626-664-5670 F: 212-533-0538 peter@glossmedia.com www.glossmedia.com
- 23. MEDIA contact {20} For more information on any of these options please contact us at: GLOSS MEDIA Laurie Kessler – Vice President of Sales 27 Union Square West, Suite 204 NYC 10003 P: 212-386-7070 C: 917-626-8368 F: 212.533.0538 laurie@glossmedia.com www.ubimedia.com www.glossmedia.com
- 24. MEDIA contact {20} For more information on any of these options please contact us at: GLOSS MEDIA Linda Bueno – Sales Director 27 Union Square West, Suite 204 NYC 10003 P: 212-386-7070 C: 718-791-1152 F: 212.533.0538 linda@glossmedia.com www.ubimedia.com www.glossmedia.com
- 25. MEDIA contact {20} For more information on any of these options please contact us at: GLOSS MEDIA 27 Union Square West, Suite 204 NYC 10003 P: 212-386-7070 F: 212.533.0538 sales@glossmedia.com www.ubimedia.com www.glossmedia.com
- 26. MEDIA contact {20} For more information on any of these options please contact us at: GLOSS MEDIA Ryan Craven– Sales Executive 27 Union Square West, Suite 204 NYC 10003 P: 212-386-7070 C: 409-939-9907 F: 212.533.0538 ryan@glossmedia.com www.ubimedia.com www.glossmedia.com