Richard Tosin Israel

THE BRIEF The current world realities caused by the corona virus has negatively impacted businesses around the world leaving the beauty industry as one of the worst-hit sectors with a sharp decline in revenue. However, as the world begins to cope with the pandemic, there is a dire need to create an impactful marketing and communication campaign that will revamp revenue for Tres Chic and position the brand as a preferred choice amongst natural face enhancement enthusiasts. KNOWLEDGE OF THE BRAND ● Brand overview: Très chic​ is a Lagos based beauty bar that offers premium yet affordable beauty solutions through the installation of human lash extensions, nail extensions, brow micro blading and shading, pedicure, and manicure. Beyond beautifying our clients, ​Très chic​ also offers beauty training that equip willing learners with adequate skills required to become an expert in our core services. In other words, we empower! Très chic​ is keen on value for money, good customer service and maintaining good customer relationships. BRAND PERSONALITY/ TONE Très Chic is friendly, chic,warm and BRAND ARCHETYPE Très Chic is a caregiver. UNIQUE SELLING PROPOSITION Très Chic offers premium beauty services in a luxurious ambience that befits our consumers reputation. MARKETING OBJECTIVES ● To jumpstart the business Post- COVID-19 ● To increase the revenue significantly by Q4, 2020. ● To position Tres Chic as the number one beauty bar in Lagos, Nigeria. COMMUNICATION OBJECTIVES ● To increase brand awareness ● To increase TOMA, SOV, SOM among existing and potential customers ● To reposition Tres Chic as a luxury brand. Knowledge Of The Market GLOBAL BEAUTY MARKET INSIGHT The opportunities within the global beauty industry are enormous as more entrepreneurs and cosmetic giants continue to key into the consistent need for women to look and feel good with beauty enhancement products or services. According to a Mckinsey report on the beauty industry, the global market for the beauty and cosmetics industry generated $500 billion dollars annually pre-covid. Based on epidemiological trends and the effectiveness of economic-policy decisions as well as scenarios most expected by global executives​ and current trends, Mckinsey estimates that the global beauty-industry revenues could fall 20 to 30 percent in 2020. However, the industry has the capacity to bounce back quickly post COVID as it has proven to be resilient over the years despite recessions. Meanwhile, Sub-Saharan Africa which is being dubbed as the “next frontier” in the beauty sector with a 2020 projection of 12billion euros pre-covid. South Africa and Nigeria are leading this market with over 5billion and 3.2 billion euros respectively. NIGERIAN BEAUTY MARKET INSIGHT The Nigerian beauty market is worth 3 billion dollars with a 2020 projection of 3 billion euros. According to Euromonitor, the growth in this region has been influenced by the continent’s rapid population growth projected to double to 2.4 billion in 2050, the consistent rise of the middle class and the amplified urbanization. In other words, there are extensive opportunities in the sector which has seen the likes of cosmetics giants like L’oreal and Maybelline penetrate the Nigerian market with full force. The Self-awareness, beauty consciousness and the increase in the purchasing power of the country’s middle class women make them strive for perfection in their looks. This is where Tres Chic comes in to deliver subtle but top notch natural non invasive face enhancements procedures. However, the competition within the industry is fierce especially because there’s a low barrier to entering the market, so there’s a high possibility of being pushed out of work by a newbie that is a very skilled beauty artist. SWOT ANALYSIS Strength Good Customer Service / customer relations. Weakness Low Social Media Presence - Low following on instagram, barely visible on facebook Low engaging content. Although there’s an existing website, It’s not very user friendly. Opportunities ● ● ● Consistent Growth in the Beauty Industry South Africa and Nigeria have been projected to lead the beauty market in 2020 with over 5billion and 3.2 billion euros respectively. Increase in self-awareness and beauty possibilities among consumers. Threats ● ● Covid-19 Low barrier to market entry COMPETITIVE ANALYSIS Based on digital presence, recognition/ranking, value offer and sales her top competitors are: Thod beauty Offline Competitors: Beauty Atelier ● Beauty Atelier is one of the top beauty bars in Lekki, Lagos. ● It is a premium luxury brand. ● They have good employee relations : a background of technicians is available to consumers to further enforce the authenticity of their skills and create a relationship between the technicians and the staff. ● Luxurious beautiful ambience. ● They offer complimentary touch ups on their brow services. ● They also offer training services and provide the beauty/training kits for students. The Lash Lounge Ng ● The Lash Lounge is a beauty bar located in lekki and a branch in Ikoyi ● It is a premium luxury brand. ● They have a VIP List which features exclusive offers and discounts. ● Covid-19 appointment policies (arrive appointment alone, contactless payment, required to wear facemask, no phone calls during session, bring your own blanket) ● They offer free consultation services for consumers. ● They offer trainings with different courses for different levels Online Competitors: Beauty Atelier ● Although they have low SEO and low social media presence on facebook with a following of ​140 followers​; they have a strong social media presence on instagram which has a following of ​21.6k followers. T ​ heir social media features daily engaging ● ● ● ● ● ● content which include lash types, lash care, beauty tips, brow/lash/nail process, word play/puns (browiticus etc), color theme etc Consumer experience insight : they allow their consumers ​FEEL ​the​ ​experience of their services even before coming to their beauty bars. They do this through the show of their luxurious beautiful ambience, comfortability, videos and pictures to other customer experience e.g girlies hangout, Up to date on trends: They keep up on every trend and bring it to the context of beauty. They also feature product review: expensive products etc Insight on the SOP : They take the consumers on a journey from consultation to afterservice. Customers also have beauty accounts. Online booking platform : it is extremely user friendly. It features service, description of service, service timeline, price, why you should get it done, use of aftercare, timeframe for touch ups, technician info, technician availability The Lash Lounge Ng ● They have a low social media presence on facebook with a following of ​441 followers ​but have a​ ​strong social media presence on instagram with a following of 11.3k ​followers. ● They have a VIP List which features exclusive offers and discounts. ● Their website is quite user friendly; features a chat pop up icon ● Lash aftercare TARGET AUDIENCE ● Women aged between 25 - 55 ● Lower upper class: B1 and B2 ● Top Level managers, business owners ● Urban dwellers and semi urban dwellers ● They are passive on social media. PSYCHOGRAPHY Our target audience are Vain, Ego-driven, Show-offs, Self-aware, have eyes for details, desire exclusivity THE INHERITORS The inheritors​ are in their late twenties to early thirties. They’ve Inherited wealth and status from their family. They are well educated and fairly travelled. They are high flyers e.g forbes 30 under 30. They own or run small/medium size businesses. As an ​inheritor​, I want a brand that can ​maintain my existing status quo. THE PEACOCKS ​The peacocks​ are in their late thirties and early forties. They are influential, sophisticated, successful, recognised and eager for more power. As a ​peacock​, I want a brand​ that allows me show-off. THE POWERHOUSE ​ The powerhouse’s​ are family oriented. They are very Successful Entrepreneurs and are socially, economically and politically aware. They like to be in charge and are role models - they have people who look up to them. As a ​powerhouse​, I want a brand ​that meets my reputation. BULL’S EYES Meet Mabel Douglas aka Madam May Age: 40 Education: Business Admin, Bsc, Msc, ACCA, CIPM Marital Status: Married with 2 kids Occupation: General Manager at Oando plc Location: Ikoyi, Lagos Personality: Mabel is career driven, disciplined and has a work life balance. She is self aware, vain, has a strong eye for details and prides herself on her achievements. Hence, she seeks exclusivity. A day in the life (Weekday and Weekend) Weekday 5am - 8am - Wakes up - Morning devotion - Reads emails and whatsapp messages - Works out briefly at home - Instructs nanny to prep the kids for online classes - Preps for work - Sits with family for breakfast MOOD: Energetic 8am - 3pm - Driver takes her to her office - Holds a strategy session with her team members - Attends a board meeting via zoom - Keynote speaker at a webinar - In her quiet time; she reads online newspapers, magazines, blogs to keep up with economic, social and political trends - Call home to check up/ follow up on the kids. MOOD: On the go 3pm - 7pm - Gets on the phone with her girlfriend(s) who are also top level managers in the oil and gas sector - Heads home for dinner with her family - Slight workout MOOD: Chilled 7pm - 10pm - Eats dinner prepared by her cook - Catches up with her husband and kids - Watches tv/news - Goes to bed MOOD: Relaxed Weekend 6am - 12pm - Instructs housekeeper to tidy the house - Goes for a run on Lekki Ikoyi link bridge - Returns home to get a shower - Eats brunch with her family MOOD: Energetic 1pm-6pm - Watches a bit of T.V - Goes to the salon to fixed up for the coming week - Calls her parents - Calls her siblings living abroad - Chats on Whatsapp with her friends and alumni groups - Discuss the week’s activities with her husband MOOD: Calm 7pm-9pm - Eats dinner with family - Preps the kids for bed - Watches a bit of TV - Goes to bed MOOD: Relaxed CONSUMER INSIGHT I want a brand that can cater to my personality, meets up to my beauty standards, respects and acknowledges my person or achievements. BRAND PROPOSITION Très Chic offers premium beauty services in a luxurious ambience that befits our consumers reputation. BRAND POSITIONING The benchmark price for the phi brows is N80,000 and that is 150% of the national allowance. This therefore shows that our brand is not an affordable luxury but a ​Premium Luxury​. Hence, there’s a need to reposition the brand in that light. Big Idea Our big idea is ​‘Beauty you deserve’ Big Idea Rationale The rationale behind our big idea “ Beauty you deserve” stems from our clear understanding of our target audience. Tres Chic is a premium brand targeting the upwardly mobile, vain, ego-centric, beauty conscious, disciplined but fun loving woman that dares to be different in all she does, notwithstanding the circumstances. She loves quality and has a keen eye for details. She’s successful at her job and never hesitates to give herself a treat because she believes she deserves everything good for her hard work. Hence, our communication aims to establish that our thorough understanding of her personality and desires positions us as the beauty experts that can help to achieve the beauty excellence and perfection that matches her standards. CREATIVE CONSTRUCT Brand proposition + Big idea + Consumer Insight CORE MESSAGE The every you, you deserve TACTICS OUR APPROACH We will be implementing a strictly digital marketing communication campaign to deliver our core message to our target audience. COMMUNICATIONS PLAN Reach Create messages to be executed in different ways to build awareness online and drive social media and web presence. Engage Engaging the audience through relevant, compelling content that would encourage interactions on the websites and on social media and in turn generate leads. Convert Achieve conversion to marketing goals through ​email marketing, influencer marketing, social proof marketing and sms. ​It involves getting our audience to take that vital next step which turns them into paying customers both offline and online. Sustain Retain and grow customer relationships to build brand advocacy, customer loyalty through social media presence, web presence, content marketing, email marketing and direct interactions. TACTICS TABLE Tactics Reach Marketing and Communication Goals Action Plan Channel Platform KPIs Duration Create awareness and grow our audience by using storytelling to key into their emotions through paid, owned and earned media. Create video and digital print ads that will be deployed online. Whatsapp Instagram, Facebook, Linked in, youtube, Google ads and fitness apps. Increase in active followers, clicks, likes, shares,comm ents, brand mentions and profile / website visits. Three weeks (September 1st - 20th) Use of digital human sensitive kiosks at malls and airports Increase talkability, TOMA and SOV by 100% at the end of the campaign. To boost and re-affirm the Experiential self-esteem of our wider Marketing. We intend to use a bold target audience human eye in each kiosk that will be shut in default mode but triggered open everytime it senses a movement around it. When it does, it utters different words of reaffirmation to each person that triggers it open. E.G You’re the …..and you make me come alive! (create slide and record audio for this to demonstrate) At every human interaction, a call to action message to scan a barcode for a beauty appointment is included. Message: Scan barcode to stay beautiful! Engage To become a content hub that prompts interactions, connections and builds strong relationships between our brand and consumers. Create engaging contents that depicts a clear persona of our consumers while staying relevant, inspirational and useful to them. This would feature content marketing/social media management, email marketing, blog posts. Instagram, facebooks,Linked in, youtube, emails and our website. Lead conversion rate, time spent on website, subscribers, likes and shares. 16 weeks (All through the campaign) Convert To achieve sales both offline and online while ensuring contextual relevance, brand trust and value. Re-design website UI/UX interface to make it more user friendly and more functional. Websites, instagram, facebook, email, mobile phones. Increase in booking and sales volume. Increase in revenue and profit. 9 weeks (October 26th December 31st) Website and in store experience. Increase in repeat purchase. 16 weeks (All through the campaign) Direct sales through the use of email marketing, influencer marketing, social proof marketing, bulk sms Sustain To gain repeat sales, customer loyalty and referrals. This would involve content marketing, E-newsletter, customer service and support, SMS, Create beauty accounts that create individual profiles for consumers to identify repeat customers automatically, send appointment reminders, give discounts and exclusive offers. Create a beauty wallet that clients Brand loyalty. Advocacy. can always swipe from at every visit. Upgrade our beauty bar ambience to reinforce the luxury experience we are proposing. Provide and or sell complimentary branded blankets etc for each client when they visit to re-emphasize our covid-19 consciousness. PRESENTATION OF IDEA Tactics DIGITAL MARKETING TACTIC *VIDEO AD​: To create awareness by using storytelling to key into the emotions of our T.A in order to convert them to clients. This video will be deployed online; Whatsapp Instagram, Facebook, Google ads etc *Digital Print ads: ​To be deployed on online and offline in digital kiosks at the malls and airports. *WEBSITE- ​redesign UI/UX interface to make it user friendly and more functional *CUSTOMER RELATIONSHIP:​ Create Customer accounts that create individual profiles that identify repeat customers automatically. Create an account wallet that client can always swipe from at every visit *EMAIL MARKETING​: Creating articles that are in line with our T.A’s interests Advertising/informing customers about new products and or services *Content Marketing/Social Media Management:​ Creating contents that informs our T.A about trends and DIY methods for their beauty needs. This is a pull strategy to subtly convert our T.A into loyal customers and establish us as a thought leader in the beauty industry ***Employee relations​ : Information on background/experience of technicians would be available on the website and social media; to further enforce the authenticity of their skills. This could be achieved through pictures spotlight on tech of the month and so on. *Blog post on Website​: Apart from informing our T.A on beauty trends in line with the world’s realities, blog posts on our website will help our SEO and make us more discoverable. *Ads on fit bits and fitness apps​: A good percentage of our T.A are health conscious people, therefore we will be placing short video ads in their fitness apps or devices *Bulk SMS:​ To spread the word to our T.A *Ambience Revamp:​ To really give the V.I.P experience, we are proposing a luxury upgrade. *Covid-19 Sensitivity/ consciousness​: We are proposing complimentary branded blankets for each client when they visit. It will also be available on purchase *Influencer Marketing:​ Identifying women in our T.As circle that they admire and using them to promote our core services. Beauty Training : branded training kit, student review ˛ Training teasers Client review Lasfies, Browfies, Nailfies