Too Face Marketing Mix Project PDF

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Running head: MARKETING MIX

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Too Faced Marketing Mix Diana Duranones Rey MAR1011: Introduction to Marketing August 22, 2020

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PRODUCT Too Faced Cosmetics is much more than a cosmetics company. Too Faced as a brand is a philosophy for being a strong and confident woman in everyday life – a philosophy of empowerment. Originally Too Faced was a hobby that originated from mixing eye shadows with lipsticks to create custom colors. This hobby grew into a world renowned independent cosmetics brand that was recently purchased by the Estee Lauder Companies for $1.45 billion dollars. Too Faced is a brand with multiple target audiences, each woman different in age, skin-tone, undertone and style. With that in mind, the Too Faced brand understands that since no two of its customers are alike, it must adapt in its product line and marketing strategy to help each woman own their pretty. Too Faced has confirmed they do not test their products or ingredients on animals, they do not allow others to test on their behalf, their suppliers also do not test on animals, and their products are not sold in stores in mainland China or any other country that may require animal testing by law. Too Faced offers a variety of cosmetic products of different categories. Face: foundations, concealer, primer, and setting spray. Eye: mascara, eyeliner and eye shadows. Lips: lip gloss, lip treatment, and matte lipstick, cream lip scrub, lip balm, and lip primer. Powder Products: powder foundation, setting powder, highlighter, blush and contour.

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PROMOTION Too Faced has become a massively successful brand; using digital marketing and a strong brand image. The #ownyourpretty is huge in beauty communities on various social media platforms, namely Instagram. Too faced also uses popular YouTubers and creates YouTube videos of their own to promote new products. Naturally, the brand works with plenty of online influencers, too, ranging from Instagram model Alissa Ashley (676,000 followers) to the beauty blogger Rose Siard (357,000 followers). Almost every other post on its Instagram feed features either a photo of an influencer or a tag. Some influencers, like Ashley, are clearly paid, considering the number of ad inclusion on their Too Faced-related posts. Although Instagram is the predominant channel for the brand, Too Faced makes a point to share its content across other platforms like Facebook and Twitter to drum up engagement.

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PLACE The headquarters of Too Faced Cosmetics is located in Newport Beach, California. Too Face Cosmetics manufactures its products in the United States. In order to remain cruelty-free, the brand made the conscious decision not to manufacture products in China like most other beauty brands. Too Faced has made sure to facilitate the access of its products to the public either online or at stores as Sephora, Ulta, Amazon and Macy’s. Too Faced ships within the continental United States including Hawaii and Alaska. Orders shipped to P.O. Boxes are delivered within 6-14 business days.

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PRICE Too Faced Cosmetic product’s price rounds from $7 to $40. Estee Lauder has continued with its growth momentum the past few years, primarily driven by strong performance in its Skin Care and Makeup segments. The Skin Care and Makeup Divisions account for 80% of the company’s revenue. Recently, during the Q2 earnings for FY19, the company reported betterthan-expected growth in sales growing by 11% y-o-y. Driven by this earning performance, which has been fueled by growth in most of their segments and brands, Estee Lauder is projecting growth in its Q3 2019 sales to increase between the band of 8% – 9% (Excluding a 5% impact from currency translation and a 2% impact from the adoption of ASC 606), net earnings per share between $1.17 and $1.20. EL’s growth drivers and aggressive growth strategies will help it in maintaining its dominance in the beauty market. Also, the company is on track with the implementation of the Leading Beauty Forward initiative, directed toward better-management of costs and operations, which will help it grow stronger in the coming years.

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References Situational Analysis and Insights (SWOT and 4C'S). (2017, March 18). Retrieved August 22, 2020, from https://toofacedsocialmediamarketingplan.wordpress.com/about/ Homepage. (n.d.). Retrieved August 25, 2020, from https://www.toofaced.com/

Team, T. (2019, February 15). What Are Estee Lauder's Key Sources Of Revenue? Retrieved August 26, 2020, from https://www.forbes.com/sites/greatspeculations/2019/02/15/whatare-estee-lauders-key-sources-of-revenue/...