Fragrance Marketing Plan
DEDICATION/STUDENT BIO:
EXECUTIVE SUMMARY:
MISSION STATEMENT:
Blossom Beauty is all about empowerment. Our tag line ‘let your inner beauty grow’ perfectly encapsulates the purpose of our brand. That is, to the let the natural beauty of young women flourish and grow, as they grow. At Blossom we believe that makeup shouldn’t be about covering up imperfections or looking like someone different, it’s about learning how to enhance what you already have.
“At Blossom, our mission is to provide young women with natural cosmetic and skin care products that will magnify their true beauty. We also aim to empower our Blossom beauties by providing them with guidance in using our products.”
PART I: RESEARCH BACKGROUND
HISTORICAL RESEARCH:
In ‘Hope in a Jar: The Making of America’s Beauty Culture’ (1998), a study on the evolution of cosmetic use, Kathy Piess explains that leading up to World War I, the use of makeup was viewed as immoral and often linked to prostitution (p 134-167). However, the end of the war saw the movement of women into the workplace and the widening acceptance of cosmetic use, as Piess states ‘a democratic vision of beauty began to break down traditional representations of women’ (ibid.)
This uprise challenged male perceptions of the time, as demonstrated by a quote from Alain Rustenholz’s ‘Make Up’ (2003), ‘For the working woman, beauty has become the leading guarantee of efficiency...In earlier days, only a husband or a lover had rights to a woman’s beauty. Today, she is beautiful for everyone...A woman’s beauty is an essential element of the daily performance that the century has put on for itself in the working world’ (p 70.)
Piess goes on to clarify that the increasing use of cosmetics represented a sense of freedom and individuality felt by women. ‘Makeup was no longer just a sign of a vanity, but a true expression of femininity’ (p 134-167.)
The social acceptance of cosmetic use meant that feminine beauty and consumption would
EXECUTIVE SUMMARY:
MISSION STATEMENT:
Blossom Beauty is all about empowerment. Our tag line ‘let your inner beauty grow’ perfectly encapsulates the purpose of our brand. That is, to the let the natural beauty of young women flourish and grow, as they grow. At Blossom we believe that makeup shouldn’t be about covering up imperfections or looking like someone different, it’s about learning how to enhance what you already have.
“At Blossom, our mission is to provide young women with natural cosmetic and skin care products that will magnify their true beauty. We also aim to empower our Blossom beauties by providing them with guidance in using our products.”
PART I: RESEARCH BACKGROUND
HISTORICAL RESEARCH:
In ‘Hope in a Jar: The Making of America’s Beauty Culture’ (1998), a study on the evolution of cosmetic use, Kathy Piess explains that leading up to World War I, the use of makeup was viewed as immoral and often linked to prostitution (p 134-167). However, the end of the war saw the movement of women into the workplace and the widening acceptance of cosmetic use, as Piess states ‘a democratic vision of beauty began to break down traditional representations of women’ (ibid.)
This uprise challenged male perceptions of the time, as demonstrated by a quote from Alain Rustenholz’s ‘Make Up’ (2003), ‘For the working woman, beauty has become the leading guarantee of efficiency...In earlier days, only a husband or a lover had rights to a woman’s beauty. Today, she is beautiful for everyone...A woman’s beauty is an essential element of the daily performance that the century has put on for itself in the working world’ (p 70.)
Piess goes on to clarify that the increasing use of cosmetics represented a sense of freedom and individuality felt by women. ‘Makeup was no longer just a sign of a vanity, but a true expression of femininity’ (p 134-167.)
The social acceptance of cosmetic use meant that feminine beauty and consumption would
Bibliography: APPENDIX: