NARS Advertising Project - Shelby Dinobile PDF

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MEDIA ADVERTISING CREATIVE & ANALYTICAL PROJECT SHELBY DI NOBILE

NARS Soft Matte Complete Concealer is a full coverage blemish concealer that blurs, conceals, and smooths imperfections with a soft - focus effect. This special concealer builds weightlessly and last effortlessly (NARS Cosmetics)

INSPIRATION There are several reasons I chose to work with this product. Not only do I use this product religiously for day-to-day coverage and beauty tutorials, but it is the top selling concealer world wide. That said, this product is also almost never advertised. NARS is known to not advertise their products and the aesthetic of the packaging is some of the simplest on the market. Yet NARS’ products in general are some of the most widely used around the globe.

CHANNELS AND TACTICS There are three (3) ways I would like to advertise this product: A. Static Visual Web/Social Media Ad. B. Web/Social Media Video Ad. C. In - Store Scripted Audio Ad. D. Collaboration between NARS and New York Fashion Week (NYFW)

SHELBY DI NOBILE

COMPETITORS NARS Concealer’s have, for years, maintained substantial competition with: A.

Glossier’s Stretch Concealer

B.

Bobbi Brown’s Creamy Concealer

C.

MAC’s Studio Finish SPF 35 Concealer

A. Glossier is known for their heavy use of simple yet noticeable print advertisements featured in public spaces, on billboards, walls and signs. Their recognizable shade of baby pink can be seen on almost all of their ads. Nevertheless, Glossier heavily lacks a web advertising presence and does not feature their products in video or audio ads.

B. Bobbi Brown is well known for their heavy use of print, web, cinematic and collaborative advertising. Print ads for Bobbi Brown Concealer’s can be seen in many popular urban public spaces and many popular fashion publications. The company also has a creative knack for eye catching web ads and cinema like campaign video ads that tell compelling stories. Bobbi Brown itself is also well known for their collaborative promotion with other brands like Converse and popular consumer campaigns.

C. MAC is also well known for their heavy use of print, web, cinematic, commercial and collaborative advertising. Print ads for MAC and their Concealer’s can be seen in millions of popular public spaces and endless fashion publications around the globe. Web ads can be seen on almost any site related to beauty and they’ve been part of countless cinematic and commercial video ads for years. For this project, MAC is going to be the hardest to compete with due to their almost unconquerable commercial global presence.!

SHELBY DI NOBILE

BACK GROUND - SUPPORTING SOURCES - The Art Institutes: A Revealing Look at Beauty Advertising https://www.artinstitutes.edu/about/blog/a-revealing-look-at-beauty-advertising

- TextBook: Branded Beauty: How Marketing Changed the Way We Look by Mark Tungate In Branded Beauty, Mark Tungate delves into the history and evolution of the beauty business. Tungate covers a vast array of topics including: the origins of beauty, designer fashion and beauty, using marketing to find a niche, celebrity marketing, beauty around the world, organic and sustainable beauty, the future of beauty and, ultimately, the price of beauty.!

- Book:

50 Marketing Ideas for the Beauty Products Business by Alison Jones

This book covers everything from ways to get free publicity, how to deal with complaints, how to source ethical products, tips for attending events and how to be one step ahead of your competitors.

- British Vogue Magazine’s 10 Best: The 10 Best Concealers by Lisa Niven http://www.vogue.co.uk/gallery/10-best-concealers-for-dark-circles-and-blemishes "

TIMELI NE OF DEADLINES Proposal Pitch: 3/26/2018 Proposal Refinement: 4/2/2018 Project Creation: 4/9/2018 Report Preparation: 4/16/2018 Report Refinement: 4/16/2018 - 4/23/2018 Final Pitch: 4/30/2018

SHELBY DI NOBILE

In - Store Scripted Audio Ad. NARS !

“Looking for effortless coverage that out smarts every other product on the market? ! NARS Complete line of concealers are the number one selling concealers in the world. ! Hows that for coverage?”!

DETAILS: This audio ad will be spoken by a woman with a beautiful British accent. The audio will be played in the makeup departments of department stores as well as sporadically through out the day in stores like Ulta and Sephora while also running potentially a sale on the product or additional in store marketing. !

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Friday, May 4, 2018

Static Visual Web/Social Media Ad.

The Number One Selling Concealer in the world."

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Web/Social Media Video Ad. NARS !

This ad will run on social media platforms like instagram and facebook and on websites with people that have similar ! Secene 1

Scene 2 !

Scene 3

NARS Complete Line of Concealers are

#1 selling in the WORLD the

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