Intergrated marketing communications campaign for lucasta lipstick rose

1.2.2 Weaknesses Lucasta lipstick products use natural and unique ingredients that can lead to higher prices than traditional lipstick products on the market.. While competitors in the m

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

AND INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

INTERGRATED MARKETING COMMUNICATIONS CAMPAIGN FOR

LUCASTA LIPSTICK ROSE

Group’s name: Lucasta Student’s name:

Group 1: Nguyén Thi Thao — 20DH481532 Dao Nhu Thao — 20DH481896 Phùng Quốc Huy — 20DH481783 Group 2: Lé V6 Kim Cuong — 20DH481994

Võ Đặng Thu Uyên — 20DH480301 Course: 2023 - 2024

Table of contents

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List of table

Table 2 1: Analysis of target customers of Lucasta Rose Lipstiek products 9

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Table 5 1: Media Backup Plan - L2 211211221 1112125 111 11155115115 111 1g 1c krnưyn 22

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CHAPTER 1: SITUATION ANALYSIS

1 Situation Analysis

1.1 Background research

The vegan cosmetics trend is being evaluated as a potential and sustainable beauty market, as consumers’ concerns about humanitarian and environmental aspects of products with animal ingredients are increasingly high This is helping to drive the market forward, with an increase in the quantity and quality of vegan products and businesses entering the market Vegan cosmetics are made with natural plant ingredients and do not contain any ingredients or materials derived from animals or tested on animals The world's vegan cosmetics market is very active, especially in the European market when the ban on using products made from animals appeared The European region has seen growing demand for natural and organic products due to increased consumer awareness of the harmful effects of certain compounds, such as parabens and aluminum compounds Aluminum salts are found in beauty care products On the high- end e-commerce site Net-a-porter (London - UK), in the "clean cosmetics" category, which includes vegan, organic and sustainable cosmetics lines, more and more brands appear, and has increased revenue by 50% year over year in 2022 As for the Vietnamese market, with the general trend of the world plus the fact that ancient generations have used rice water, grapefruit peel, soapberry, roses for beauty and external care, accessing Vegan cosmetics in the Vietnamese market are easier and most accepted With increasing living standards and understanding, Vietnamese women use vegan cosmetics for care and beauty more and more, it has become a need and a daily habit Besides, with the desire to unprove the quality of life as well as integrate and protect animals and the environment from many generations like Millennials, Gen Z will prioritize using vegan cosmetics Therefore, in recent years, the vegan cosmetics market in Vietnam has also been quite vibrant, not only vibrant in the consumer market but also attracting "big men” in the cosmetics industry as well as start-up brands new Therefore, there will be more and more

vegan cosmetic products with Vietnamese brands launched because Vietnam has valuable and abundant natural raw materials

1.2 SWOT Analysis

1.2.1 Strengths

Lucasta - is a vegan product line researched and developed from natural ingredients, mainly rose extracts With the desire to bring customers quality, safe and natural products and experiences This line of vegan lipstick is committed to not only providing safety when used but also contributing to protecting the environment by not using animal- related substances One of the outstanding advantages of the product is its ability to keep lips soft and smooth Ingredients extracted from roses could provide moisture to the lips, helping them become soft and always moisturized This creates a comfortable and satisfying lipstick application experience for consumers, especially those who care about maintaining lip moisture over a long period of time Lucasta rose lipstick also stands out with its uniqueness It uses the main ingredient from roses to create a delicate yet very natural fragrance that can satisfy even picky or scent-sensitive guests This not only highlights Lucasta rose lipstick, but also supports eco- and animal-fnendly beauty trends 1.2.2 Weaknesses

Lucasta lipstick products use natural and unique ingredients that can lead to higher prices than traditional lipstick products on the market Meanwhile, customers are becoming more and more demanding, especially when it comes to vegan products, they want to bring more value from vegan products for the price they spend In this case, price competition is considered a difficult point While competitors in the market can offer lipstick products at lower prices, especially when using synthetic ingredients instead of natural ingredients This poses a challenge in terms of keeping rose-based vegan lipstick afloat in the price race

1.2.3 Opportunities

The beauty market is always an attractive market because it is a market with high demand and is growing strongly This creates a huge opportunity for beauty products to reach a

wide customer base Besides, another opportunity for the vegan beauty industry is that the trend of favoring natural beauty is being sought after and highly supported by women This is also a driving force in the natural cosmetics industry, and this could be a good opportunity for vegan rose lipstick products Because more and more consumers are focusing on using natural beauty products, paying attention to the origin and ingredients

of the products to ensure safety and environmental friendliness

1.2.4 Threats

The potential and attractive market also comes with many challenges Competition in the lipstick market is a big challenge, especially when there are many famous brands To be successful in such a challenging market, the product must be different, unique and bring high value to win the hearts of customers Show customers that Lucasta rose lipstick is innovative in ingredients and special production process, and let them feel and experience that difference in use with quality value In addition, another challenge is when customers are too price sensitive Therefore, keeping the price of the product reasonable and commensurate with the value it brings is very important Customers will hardly pay a high price for a new product they have never heard of Therefore, building trust through reviews, certifications, and detailed information about ingredients and manufacturing processes helps reduce this sensitivity and create trust from customers

CHAPTER 2: KEY STRATEGIC CAMPAIGN DECISIONS

2.1 Objective

The goal of the IMC (Integrated Marketing Communications) campaign for vegan lipsticks, extracted from roses, is to introduce products and advertisements closer to people This campaign includes advertising and marketing activities aimed at bringing products and better product advertisements to consumers The campaign has 3 main purposes as follows:

Increase brand awareness: The campaign will measure the frequency of brand recognition and appearance through partnerships with KOL/KOC, sponsorships,

PR articles, and advertising on social networking sites The goal is to increase brand awareness by 30% after each campaign This helps people know more about Lucasta lipstick and popular products in the market

Increase social media engagement: The campaign will build an active community

on social media and increase positive engagement on social media platforms by over 25% per month Creating a positive and engaging interactive environment on social media helps increase consumer engagement and generate interest in the product

Increase revenue: The ultimate goal of the campaign is to achieve at least 20% revenue growth compared to the plan in the first 6 months Through advertising and marketing activities, the campaign will create excitement and motivation for consumers to buy vegan lipstick products, thereby increasing revenue for the company

This is the main goal of the IMC campaign for vegan lipstick products extracted from roses, to build brand recognition, create positive engagement on social networks, and increase revenue for the company in the future

2.2 Target audie nce

Lucasta's target audience was determined to meet the needs of people with an interest in the environment, health, and naturalness, to bring confidence and a bright feeling to makeup The target customers of the vegan lipstick line extracted from roses are analyzed based on the following factor table

Table 2 1: Analysis of target customers of Lucasta Rose Lipstick products Factor Characteristic

Demographics | Age: 25-30

Gender: Female

Lifestyle: People who are interested in natural and organic products They have knowledge and interest in health and "healthy living", love beauty, and care about high-quality and pure natural beauty products to not affect internal health And those who follow a vegan or vegan diet

Income: 20-30 million/month

Psychology

Those interested in using products that do not contain harmful

substances and come from natural raw materials They seek confidence and shine with a natural and bright look And want to experience the pleasant aroma and feeling that roses bring

Geographic People who live in large cities or metropolitan areas have developed

infrastructure and markets

of Lucasta is to contain 10% rose essence in lipstick This helps Lucasta's products stand out from competitors in the market Our goal is to create a superior product thanks to its ability to provide high aesthetics and humidity

Although there are many vegan lipstick products in the cosmetics market, Lucasta will face rivals such as Nature Book Soft Velvet Tint and Melixir Lipstick However, with the difference between Lucasta's products and maximum moisturizing power, Lucasta hopes

to stand out and attract interest from customers Lucasta lipstick's brand positioning is a combination of product quality, unique features, and the impact of the product on moisturizing lips Lucasta hopes to become a top choice for those who are looking for a high-quality vegan lipstick product and maximum moisture

2.4 Campaign strategy

Lucasta analyzed the target audience and positioned the brand based on quality to bring products closer to the target customers Lucasta implements an active communication strategy to increase sales, market share, and brand awareness for customers To execute the strategy and reach customers, Lucasta has combined tools including advertising, public relations, direct marketing, and sales promotion

2.4.1 Advertising

Lucasta will invest in advertising on various media channels such as television, radio, magazines, and social networks This will create creative and engaging advertising messages about Lucasta's vegan lipstick, focusing on the benefits and outstanding features of the product Lucasta will create a TVC to advertise the product on its website, Facebook page, and YouTube channel to increase its reach to target customers At the same time, Lucasta will post ads on social media platforms such as Facebook and Instagram to increase awareness of the product In addition, we will write 20 product PR articles on the Facebook platform and divide the golden time to post on social media platforms Based on a website SEO tool with 30 articles of 1000 words, optimize product-related keywords such as balm, rose, and vegan to bring products to the top of Google searches

2.4.2 Public Relations (PR)

To spread the word about Lucasta's vegan lipstick, we will reach out to journalists, bloggers, and influencers in the beauty and food sectors The key messages will focus on affirming the nature, safety, and uniqueness of the product At the same time, we will organize events and collaborate with strategic partners to increase brand awareness We will carry out a campaign "Lipstick first, a deadline later" to create trust and build a good unage for Lucasta's products PR activities include issuing press releases, organizing special events, networking with specialized journalists and bloggers, and using positive reviews from experts and customers to build credibility and credibility about products

Lucasta will also organize a photo contest with a hashtag on Facebook with the content

"amid deadlines but still beautiful", with the first prize of VND 10 million, the second prize of VND 5 million, the third prize of VND 3 million, along with 20 consolation prizes of lipsticks from Lucasta

2.4.3 Promotions

Lucasta will use promotions to attract new customers and generate interest in its rose- derived vegan lipstick We will launch coupons, free samples, and special offers to increase sales by 15% and encourage the purchase of products by customers in the first phase of the campaign

CHAPTER 3: MEDIA STRATEGY

3.1 Media objective

Sfage Í: Attention

® Increase brand awareness to 20% of women aged 25-35, income 20-30 million

e Increase awareness of the benefits of the product: 80% of consumers are aware of the 3 main benefits of the product

¢ Reach 2000 potential customers

¢ Increase the frequency of reaching each lead by 3x within 3 months

¢ Generate at least 10,000 interactions on new product posts within | month Stage 2: Interest

e Drive product consideration, Lucasta can achieve 20% product recognition among target consumers within | month

¢ Lucasta will be achieve 30% through many campaign in this stage IIncrease positive sentiment:

® Achieve a positive sentiment score of 35% for the new lipstick product based on online reviews and social media mentions

e Increase the share of positive online reviews by 15% within | month

Stage 3: Desire

e Increase product desire: Reach 40% of target customers

e Increase by 20% in keyword search son Lucasta on Google

e Increase website traffic and engagement: Drive a 50% increase in website traffic from social media and other online channels Encourage website visitors to engage with product content (e.g product videos, reviews, tutorials)

Stage 4; Action

¢ Drive purchase conversions: Achieve a 25% conversion rate from website, facebook, tiktok visitors to customers

® Encourage product reviews and create 95% positive online reviews on the e- commerce channel

e Increase brand mentions in social media conversations with a positive sentiment score of 95%

3.2 Media selection

Build and promote product websites

Use social networks (Facebook, TikTok, YouTube) to create content and promote products

Join beauty-related online forums and groups to share information and create community consensus

Partner with beauty bloggers and influencers to review and recommend products Create product experience components (sampling) and distribute in stores, spas, and beauty salons

3.3 Media planning & buying

Table 3 I: Media plan MEDIA PLAN (12/2023 - 6/2024)

ge

Until December OOH

Post videos about new product information launched

on the market Create

a story for the brand

Place billboards in famous cosmetic shops such as Hasaki, Lam Thao, Guardian

to imtroduce new products with differences from rose

-December Day 1, 3: Test running ads in feed: VND 500.000/day

Day 5,8,12,15: VND

800.000/day Day 18, 22,25,28,31: VND 1.000.000/day -January:

3,6,9,14: VND 1.500.000/day

2.000.000/day

-Video production: VND 5Š milion/2 months (self-recorded source, only renting a simple video collage) -Billboard 30m2 in main lobby: VND 10

million/month 1n

Hasaki

-Billboard 50m2 in

shopping area: VND 7.5 million/month in

Provide information about lipstick products cxtracted from roses to build

customer trust

Headline: Is _ rose lipstick really good?

Make a_ 1-minute video with the content "Put on lipstick first, hit deadline later" with Mai Ngo as the main character to post on youtube ads, facebook, tiktok ads With the content of TVC, Ma Ngo interspersed into 5s advertising clips

-Health and life

1,2,5,8,10,13,15,18,21,

February TikTok Ads

In TVC Mai Ngos content about rose lipstick, run a clip of advertisement

Review unbox lipstick, lipstick color, design and especially uses so that

customers can trust to

buy and try it

Rose lipstick product images on Google

- Creating the game

25,27,30

-VND 500.000/day Day: 1,3,6,9 -VND | million/day

Day: 14,17,19,23,25,27

-VND 700.000/day Day: 2,5,9 -VND | million/day Day: 14,18,22,26,30 -Vo Ha Linh: VND 30 million/video | minute -Quin: VND 20 million/video 1 minute

-Day: 1,3,5,8,12: VND

500.000/day

-Day: 15,18,22,25, 29: VND 800.000/day

-Rental cost

"wheel of fortune”

-Format:

e Like, share the

post with the

VND

15.000.000

Aeon Mall:

VND 20.000.000 -Booth:

5.000.000/booth -Gift