The Media and Philosophy's 3 in 1 Cleanser
AUDIENCE AND MEDIA FINAL
THE MEDIA & PHILOSOPHY PURITY 3 IN 1 CLEANSER
Caroline Casati
12/15/12
BACKGROUND
What is it?:
Cristina Carlino founded the Philosophy brand in the U.S. in 1996. Philosophy Purity Made Simple 3 in 1 Cleanser is the best selling cleanser of the Philosophy brand. It is a natural, fragrance free 3 in 1 facial cleanser, consisting of cleanser, toner and makeup remover. The cleanser is known for using natural ingredients and being gentle on skin, while still effectively cleansing, lightly hydrating, toning and removing all makeup. It can be worn twice daily and the bottle comes in several sizes, ranging from 3 oz. to 32 oz. bottles. (3oz $10; 8 oz $20; 16 oz: $32; 24 oz $40; 32 oz $49.50). Philosophy’s target market for this cleanser is women 25-45 years-old. Its distributers include Sephora, Ulta, Amazon.com, Nordstrom, Macy’s and various e-commerce shops. Philosophy’s competiors include Shu Uemura, Origins, Benefit, Estee Lauder, Clinique, Bare Minerals, and Fresh.
Key Selling Points:
Philosophy Purity Made Simple 3 in 1 Cleanser’s key selling points are that it is an award winning, 3 in 1 (one-step) daily facial cleanser that removes makeup, cleanses, tones and lightly hydrates the skin. It is also marketed as a natural, fragrance free formula.
Key Selling Points Communication in the Media:
This cleanser is generally communicated visually through print magazine outlets. It is not commonly advertised on TV, but has made occurences on the QVC network, as well as QVC’s website and video-logs in the past. Frequently, Philosophy offers sampling of this product through magazine inserts and through purchase at Sephora, or promotions through Philsophy’s website, www.philosophy.com.
MEDIA OBJECTIVES
• Reach the target market of Females 25-54, with an income of 75M+, who travel 3+ times/over past year.
• Launch a 1-month campaign using a budget of $2 million.
• Campaign will run on a total U.S. basis, providing national
THE MEDIA & PHILOSOPHY PURITY 3 IN 1 CLEANSER
Caroline Casati
12/15/12
BACKGROUND
What is it?:
Cristina Carlino founded the Philosophy brand in the U.S. in 1996. Philosophy Purity Made Simple 3 in 1 Cleanser is the best selling cleanser of the Philosophy brand. It is a natural, fragrance free 3 in 1 facial cleanser, consisting of cleanser, toner and makeup remover. The cleanser is known for using natural ingredients and being gentle on skin, while still effectively cleansing, lightly hydrating, toning and removing all makeup. It can be worn twice daily and the bottle comes in several sizes, ranging from 3 oz. to 32 oz. bottles. (3oz $10; 8 oz $20; 16 oz: $32; 24 oz $40; 32 oz $49.50). Philosophy’s target market for this cleanser is women 25-45 years-old. Its distributers include Sephora, Ulta, Amazon.com, Nordstrom, Macy’s and various e-commerce shops. Philosophy’s competiors include Shu Uemura, Origins, Benefit, Estee Lauder, Clinique, Bare Minerals, and Fresh.
Key Selling Points:
Philosophy Purity Made Simple 3 in 1 Cleanser’s key selling points are that it is an award winning, 3 in 1 (one-step) daily facial cleanser that removes makeup, cleanses, tones and lightly hydrates the skin. It is also marketed as a natural, fragrance free formula.
Key Selling Points Communication in the Media:
This cleanser is generally communicated visually through print magazine outlets. It is not commonly advertised on TV, but has made occurences on the QVC network, as well as QVC’s website and video-logs in the past. Frequently, Philosophy offers sampling of this product through magazine inserts and through purchase at Sephora, or promotions through Philsophy’s website, www.philosophy.com.
MEDIA OBJECTIVES
• Reach the target market of Females 25-54, with an income of 75M+, who travel 3+ times/over past year.
• Launch a 1-month campaign using a budget of $2 million.
• Campaign will run on a total U.S. basis, providing national