brandstorm competition 2009

THE NEW PERFUME

M A Y B E L L I N E N E W Y O R K

Olga GolabPaola CorradettiRaphael Orsini Rosenberg

SCENTSTORMERS

MAYBELLINE IDENTITY

ACCESSIBLE

INNOVATION NEW YORK

• Easy to find• Easy to use

• Multi-ethnic• Fashion

• Magic• Colors URBAN

Belgium

U can do it yourself

TRENDY

BRAND VALUE

REINFORCECURRENT

PRODUCT VALUE

REINFORCECURRENT

COMPETITOR ANALYSISCLASSY

AFFORDABLE

CO

NS

ER

VATIV

E INN

OVATIV

E

MARKET ANALYSIS

Strenghts Weaknesses

Opportunities Threats

Demand for INDIVIDUAL scents

Demand for HIGH FREQUENCY of usage

CELEBRITY Perfumes

Association with MAKE UP High BRAND AWARENESSLow Quality Perfume

CONSUMER INSIGHTS

TARGET GROUP

CONSUMER INSIGHTS

SURVEY

11%78%

25%16%

NEW PRODUC

T

CHOOSE YOUR FRAGRANCE

VANILLA CREAM

FRESH WATER

CITRUS SMOOTH

Y

STRAWBERRY PIE

GREEN TEA

MAGIC CASE

NOW … SHAKE IT!

Shake it!

DISTRIBUTION

PRICE

CASE

€ 10

FRAGRANCES

€ 7 Each (EDT)

PROMOTION

PRESS TELEVISION

PROMOTION

BTL 2Y PLAN

SPECIAL EDITION

EVENTS

WEBSITE

CONCLUSION

U can do it yourself

URBANINNOVATION

QUESTIONS

Thank you for

your attention