Sample Proposal| Blooming Kiss

I N T E G R A T E D P R O P O S A L

B L O O M I N G K I S S L I P S T I C K

2 1 / 0 3 / 2 0 1 1

T H E B R I E F

B L O O M I N G K I S S L I P S T I C K L A U N C H I N V I E T N A M

C O M M U N I C A T E B L O O M I N G K I S S ’ S

F U C T I O N A L A N D E M O T I O N A L B E N E F I T S

T H E P R O D U C T

L O N G L A S T I N G

M O I S T U R I Z I N G & L I P C A R E

Y O U N G , F R E S H A N D N A T U R A L

T A R G E T A U D I E N C E

1 8 - 2 5 Y E A R S O L D

S T U D E N T S , F I R S T J O B B E R S

G I R L S

C R O S S I N G T H E B R I D G E T O A D U L T H O O D

S T A R T I N G A J O U R N E Y T O M A K E T H E I R M A R K I N L I F E

A C L O S E R L O O K A T O U R T A R G E T

T H E Y A R E

M O R E C O N F I D E N T

M O R E I N D E P E N D E N T

E A G E R T O P R O V E T H E M S E L V E S

U N L I K E P R E V I O U S G E N E R A T I O N S

T H E Y A R E

I S W H A T T H E Y C O N S C I O U S L Y C H O O S E T O

P R E S E N T T O T H E W O R L D A B O U T T H E M S E L V E S

T H E I R L O O K

I T I S T H E I R M E S S A G E

O F W H O T H E Y A R E

I N N E R B E A U T Y V S . O U T E R B E A U T Y

T H E O L D S C H O O L D E B A T E

I S N O L O N G E R R E L E V A N T

A G I R L C A N T A K E

H E R C A R E E R S E R I O U S

A N D L O O K G O O D

A N D H A V E F U N A T T H E S A M E T I M E

B E C A U S E Y O U C H O O S E H O W Y O U L O O K

L O O K M A T T E R S

Y O U A R E M A K I N G A S T A T E M E N T T H R O U G H Y O U R L O O K

B L O O M I N G K I S S C A N B E C O M E

A M E S S E N G E R T H R O U G H W H O M

G I R L S S E N D O U T T H E I R M E S S A G E

A F A C I L I T A T O R

A F R I E N D W H O U N D E R S T A N D S A N D H E L P S

O U R O B J E C T I V E S

T O C R E A T E A N E M O T I O N A L A T T A C H M E N T

W I T H T H E P R O D U C T

T O G I V E A D E E P E R M E A N I N G T O C O N S U M P T I O N

T O C O M M U N I C A T E T H E L O N G L A S T I N G

B E N E F I T O F B L O O M I N G K I S S

O U R I D E A

W H A T I S A G I R L ’ S

U N I Q U E M A R K ?

D N A ?

T H U M B P R I N T ?

S I G N A T U R E ?

T H I S M U S T B E S O M E T H I N G

O N L Y B L O O M I N G K I S S C A N O W N

W H I C H A L S O U N I Q U E L Y

R E P R E S E N T S E A C H G I R L

L I P M A R K

I S T H E N E W I D E N I T Y

I F Y O U C A N T E L L A T H O U S A N D T H I N G S

F R O M Y O U R L I P

Y O U R L I P C A N A L S O T E L L

A T H O U S A N D T H I N G S A B O U T Y O U

E V E R Y L I P I S D I F F E R E N T

A R E H O W A G I R L S H O W S T H E W O R L D W H O S H E I S

C O L O U R , T E X T U R E , S H A P E …

B L O O M I N G K I S S

E N C O U R A G E S A G I R L T O M A K E H E R O W N M A R K

A N D P R O M I S E S T O K E E P T H A T M A R K L O N G L A S T I N G

E X E C U T I O N

D I G I T A L

A C T I V A T I O N

P R

D I G I T A L

D I G I T A L O B J E C T I V E S

T O G E N E R A T E B U Z Z O N L I N E

T O E M O T I O N A L L Y E N G A G E G I R L S

I N A N I N T E R R A C T I V E A N D F U N W A Y

T O C O M M U N I C A T E P R O D U C T F E A T U R E S

T O C R E A T E A S E L F - S U S T A I N E D P L A T F O R M W H I C H

C O U L D B E A P A R T O F A G I R L ’ S E V E R Y D A Y L I F E

C R E A T E A S O C I A L N E T W O R K

M I C R O S I T E

A B O U T O N E T H I N G A L M O S T

E V E R Y G I R L ’ S I N T E R E S T E D I N

H E R E V E R Y D A Y ’ S F O R T U N E

C A P T U R E Y O U R L I P B Y W E B C A M

A N D L E T L I P R E A D E R R E A D E V E R Y T H I N G A B O U T Y O U

B L O O M I N G K I S S ’ S C O L O U R O F T H E D A Y

P E R S O N A L I T Y ( 8 B L O O M I N G K I S S C O L O U R T Y P E S )

D A I L Y F O R T U N E

T H E S I T E L E T S Y O U

M A K E Y O U R M A R K

W R I T E Y O U R M E S S A G E W I T H L I P S T I C K P E N

S E N D E - C A R D S W I T H Y O U R O W N L I P M A R K

A N D H A V E F U N

S H A R E Y O U R D I A R Y I N C L U D I N G E V E R Y D A Y L I P M A R K

D I S C U S S W I T H F R I E N D S A B O U T L I P S T I C K A N D

W H A T L I P M A R K M E A N S T O Y O U

P R

P R O B J E C T I V E S

P R O M O T E ‘ M A K E Y O U R M A R K ’ T R E N D

E D U C A T E P R O D U C T F E A T U R E S A N D B E N E F I T S

S U P P O R T O N L I N E A N D A C T I V A T I O N

A F F I R M T H A T B L O O M I N G K I S S O W N S T H E C O N C E P T

K E Y A N G L E S

‘ L I P M A R K I S A G I R L ’ S I D E N T I T Y ’

A N D K E E P I T L O N G L A S T I N G A N D F R E S H A L L D A Y

B L O O M I N G K I S S E N C O U R A G E S Y O U T O M A K E Y O U R M A K R

P R F L O W

P U S H : T R E N D S E T T I N G

P U L L : E D U C A T I O N

PUSH PULL

BUILD PRODUCT

PLATFORM CREATE A TREND OF

LONG LASTING

MARK MAKING

THROUGH LIP MARK,

THUS ACHIEVING

SUCCESS IN LIFE

-What does your lip tell

about you?

-A day of celebrities

-Lip mark diary by

consumers

-The portrait of 8X & 9X

girl generation

EDUCATIONAL

SERIES

-Advertorials to

educate the

target

audiences

about product

funtions.

INSPIRATIONAL

SERIES

-Editorials to

inspire the target

audiences about

new trends of

make up, lip

care. beauty tips.

AMPLIFICATION

-Support for online

-Support for

activations

-News

-Shopping guide

• Editorial: Tie up with the publications

to promote the thought ‘Lip mark can

tell a lot about yourself’.

• Personality quiz: 8 personalities types

according to 8 Blooming Kiss colours.

P U S H : M A K E Y O U R M A R K T H R O U G H Y O U R L I P

W H A T D O E S Y O U R L I P T E L L A B O U T Y O U ?

A DAY OF CELEBRITIES: •Editorial: Tie up with the publications to create a series of LIPMARK DIARY of celebrities as pictorial (photo release) that report daily activities of the celebrities. She is kept fresh and impressive all day with long lasting Blooming Kiss. •Advertorial: ¼ page, full colors about product information. LIP MARK DIARY BY CONSUMERS: •Advertorials are developed from the consumers’ online lip mark diary

Bloominh Kiss Lipstick

L I P M A R K D I A R Y


The portrait of 8X & 9X girl generation -They are smart, confident and active. They cares about their look as it is how they present the world about themselves. In the beginning phase of adulthood, they are eager to make their mark in everything. Blooming Kiss helps them to create a long lasting impression, feeling fresh and beautiful all day. -Tools: advertorials and editorials



T H E P O R T R A I T

O F T H E N E W G I R L G E N E R A T I O N

-Advertorials to support online - Advertorials to support activation -News -Shopping guide


A M P L I F I C A T I O N


P R O D U C T P L A T F O R M

EDUCATIONAL SERIES -Advertorials: To educate the target audiences about: • Product function •Lip care •How to choose the right product for lip care.

-Tactic: •The make-up artist give lip care tips and how to moisturize lips when using long lasting lipstick. Product function (High-Color Fitting System, Soft-feel ideal formula, Moisturize) will be highlighted via the tips. •The make-up artist advises the target audiences how to choose the right product for lip care to avoid dry lips and dark color lips. Breaking down the perception: “Long lasting lipstick makes women’s lip to be dry and turn to dark color”.

Advertorial


P R O D U C T P L A T F O R M

INSPIRATIONAL SERIES Editorials to inspire the target audiences about: •New trend of make up: Appling long lasting lipstick to shine and make forever impression. •New trend of beauty care: Goodbye dry lips – Full of vividness with long lasting lipstick.


•New trend of make up: The make up artist will enhance the trend of appealing long lasting lipstick as the new make up trend of 2011.

Girl


•8 colors for 7 days: Lipstick horoscope: The stylist will advise which color to apply to consumers (from online activities) for each day of week.

Editorial

Advertorial

Editorial

Advertorial

A C T I V A T I O N

A C T I V A T I O N O B J E C T I V E S

T O P R O V I D E A C T U A L P R O D U C T E X P E R I E N C E

T O D E M O N S T R A T E

T H E C O N C E P T O F ‘ M A K E Y O U R O W N M A R K ’

T O F U R T H E R E N G A G E O U R T A R G E T C O N S U M E R S

A C T I V A T I O N

P R O D U C T S A M P L I N G

M E R C H A N D I S I N G

P R O D U C T S A M P L I N G

P R O D U C T S A M P L E

P E R S O N A L I Z E D V I S I T I N G C A R D

P E R S O N A L I Z E D G R E E T I N G C A R D

M E R C H A N D I S I N G

M E R C H A N D I S E W I T H P E R S O N A L I Z E D L I P M A R K

D E M O B O O T H W H E R E C O N S U M E R S

C A N T A K E T H E I R L I P M A R K P I C T U R E

A N D P R I N T I T O N T - S H I R T , M U G S , K E Y C H A I N …

R E C A P

D I G I T A L P R A C T I V A T I O N

Social network micro-

site

Lip Reader

Personalized e card

with lip mark

Lipstick Pen

Online lip mark diary

Discussion forum

Push: Creating trend:

‘Make your mark

through your lip’

Pull: Educating product

functional benefits

Product sampling

Personalized

merchandizing

Sample Proposal| Blooming Kiss

Marketing