COLORSTAY 2 WAY POWDER FOUNDATION REPROMOTION

COLORSTAY

•  Face

•  Two way Powder Foundation

•  Pressed Powder

•  Makeup

•  Whipped™ Crème Makeup

•  Concealer

•  Lip – moisture stain

•  Nail – Gel Envy

•  Eye

•  Skinny ™ liquid line

•  Shadowlinks™

I n o rde r to a r r i ve a t t he execu t ion p l an fo r th i s

campa ign , we exp lo red va r ious p l a t fo rms and

p i cked the fo l l ow ing p l a t fo rm…

The ColorStay range works for you no matter what the scenario or the setting. Whether you need to rush to back-to-back meetings, or head to one party after another, the ColorStay range makes sure you are looking your best... Making sure it’s Primetime Anytime.

PRIMETIME ANYTIME

PRIMETIME ANYTIME

Why this works for the Product ➜  With time release

technology, ColorStay Face products keeps skin balanced for a continuously fresh look for up to 24 hours.

➜  So no matter what time it is, it can be Primetime for you!

Why this works for the Brand ➜  Revlon’s brand

philosophy of Bold Glamour goes very well with the concept of Primetime, which implies that you can be looking your very best, glamorous self all the time.

Why this works for the Target Audience ➜  The Target Audience

leads a busy life, and never know when they might need their “Primetime moment”

➜  Giving them the chance to always be prepared with minimal effort makes this concept work for the TA.

The scop e fo r th i s Or ig i na l campa ign i nc l ude s :

- A Facebook App

- 20 Soc i a l Post Asse t s

- 8 Facebook Ads

- KOL Engagement P l an

1 | Facebook App Idea

Social Primetime Anytime

➜  This will be a mobile optimised site that uses your social activity on Facebook to pull out moments on Facebook to show that you are at “Primetime Anytime” on Social Media.

➜  It will analyse your posts in the past 12 months and pull out posts from different time slots of the day (morning, afternoon and night) to show this.

➜  This will then be weaved into video that we will storyboard, and ties back to Primetime Anytime and the product itself.

User chooses to use the app and create a Primetime Anytime Reel

The App browses through images on

their Facebook timeline and picks one from each time slot of

the day

Users can choose amongst

recommended images and then a video is

created

This is posted/shared by users and links

back so others can try it too

A shared post could look like this,

that then leads people back to the

app to try it out and create their

own video

Primetime, Anytime! A reel of my moments online – I’m a primetime any time of the day!

Primetime Anytime indeed ;)"

2 | Social Content

Social Content Posts

➜  We split up the Social Content posts into the following themes

What makes your

primetime work?

(Survey + Infographic)

How do you make

Primetime? (App

Awareness)

Primetime anytime – We’ve got

you covered

10 Primetime Moments every girl

goes through (List content)

Primetime with

Colorstay (Product +

Shade Posts)

1. How do you like your foundation?

➜  The campaign kicks off with questions aimed to find out how women use their powder foundation, to then lead up to the 2-way colorstay powder foundation.

➜  Responses on the page will then be collected into an infographic that leads up to the products and how it can be used to answer these concerns.

2. Primetime Anytime. We’ve got you covered.

➜  This content bucket will talk about “Primetime Anytime” with examples of situations where you might have needed to look great.

➜  Eg: ➜  Running into your ex when you were

out grocery shopping ➜  Being pulled to a friend’s party

straight from work

3. How do you make Primetime?

➜  This content bucket will include posts that lead up to the app.

➜  This could include: ➜  Samples on how the output of

the app is ➜  Examples of what the brand

ambassadors videos would look like

➜  A Visual Diary using sample images to show how these come together

Copy  will  be  “Prime/me  Any/me”  

4. 10 primetime moments every woman has been through

➜  This content piece will be themed after the popular “list” style of content that has been going viral recently.

➜  We will create a list of 10 primetime moments every woman has been through (working title) and put it online as part of the FB App (site) being created.

➜  We will then share this on our Facebook page

➜  We will ensure that the content is relevant, funny and shareable.

Sample  

5. Primetime with ColorStay

➜  Since powder foundation is not an easy product for makeup amateurs to use, we will create posts about the product and how exactly to use it

➜  This will include posts on how to pick out Colorstay face products for yourself and how to use them.

➜  This could even include a tie-in of “Get The Primetime Look” content that use other Colorstay products like Lego and Beijing.

Sample  

Post Count

1   2   3  

What makes your Primetime Work? + Infographic

4   5   6  

Primetime Anytime We’ve got you covered

7   8   9   10   11   12   13   14  

How do you make Primetime?

10 primetime moments in a girl’s life

Primetime with Colorstay

15  

3 | Facebook Ads

Facebook Ads

➜  There will be 8 variations of Facebook ads created in order to drive more traffic to the Facebook App and the page itself

➜  Each country will get a recommendation on the media budget for this as well.

Sample  FB  Ads  

4 | KOL Engagement

KOL Engagement

➜  Once KOLs have been identified in the different markets, we will engage them to write about the product by using the Facebook app, and also one of the following directions: ➜  Their primetime moments – A day in

their life and how they clock primetime several times in the same day

➜  Unexpected moments where they got away with their look before

➜  Tutorials on how to achieve the primetime look

Additional Ideas

Find your shade – app

1.  We could create an app that uses your skin shade as well as certain characteristics of your skincare to determine which shade and how best to use the 2-way powder foundation (Wet or dry + how)

2.  This could extend to in-store executions using scanners that check for the shade.

Primetime Clock

1.  This app asks you some questions to determine what kind of skin tone you have a lifestyle you lead

2.  It then creates a primetime clock for you, that explains how you can use the same colorstay products but build up your look through the day.

3.  Eg: starting with morning (2-way cake + moisture stain), then afternoon (Top up with Butterfly), evening ( Top up with Lego for the night look) – in different shades based on the quiz answers previously.

Primetime Meter

1.  We invite people to share their “Primetime moments” in the form of Selfies throughout the day.

2.  This then gets tabulated to a Primetime Meter that calculates the overall Primetime level coming from entries.

3.  It can be gamified in a way that the more primetime moments, each user shares, they improve their chances at prizes

4.  We can also set this up so every time the user uses #selfie in instagram posts, it gets added in to their primetime meter.

Next Steps

Next Steps

➜  Country teams to feed back if there are any concerns with: ➜  Market insensitivities ➜  Issues with understanding

➜  Teams to also list out: ➜  Shades to be available in market ➜  Shade numbers ➜  Date of launch

➜  Country teams to inform VML if interested in the additional ideas

Thank you