Marketing Strategy for a Makeup Company, Essay Example

The makeup line for men is still a novel idea but at the same time there are also ample growth opportunities for first movers. We have already seen men becoming more comfortable with grooming and beauty products such as fragrances, face wash, moisturizers, and hair removal. The term “metrosexual” has become a common theme in mainstream media and defines a man who is straight yet not afraid to spend money on enhancing personal appearance. The brand name will be Man-Up ( a derivation of make-up) and the introductory product line will include lip balm, eye liner, transparent nail polish, natural skin bronzer, face wash, and face moisturizer. The following are the ten marketing strategies the company plans to deploy in order to promote its products and establish a loyal customer base:

1. The company is eyeing an endorsement deal with Russell Brand who is known to use eye-liner and is married to American singer Katy Perry. Signing up Russell Brand will send message to the straight men that times have changed and now even straight men use beauty and grooming products.
2. The company will set up an internet presence on social media including Facebook and Twitter. In order to encourage potential customers to join our social media pages, we plan to run prize contests and will also offer introductory discount coupon to the followers of our Facebook and Twitter accounts.
3. We also plan to offer sample kits containing all of our products. Sample kits will be an affordable way for the customers to try our products and hopefully, become our long time customers.
4. The customers will have the opportunity to save even more by signing our subscription plans. By joining the subscription, they will be sent selected products at regular intervals and with free shipping. The subscribers will get 10% discount on regular prices.
5. We will also send free samples to male celebrities in the hope that some of them like our products and talk about it, giving us free word-of-mouth publicity.
6. The products will be sent to famous men and women fashion magazines such as GQ, Vogue, Glamour, Maxim, and FHM etc. These magazines have a large subscriber base many of whom like to stay in touch with trends and are willing to try out new products.
7. We will also engage in some form of TV advertising, probably product placements in shows like Glee as well as music videos.
8. We will offer our customers 30 days no questions asked guarantee. We will even offer free return shipping to give customers confidence in our products.
9. We will charge prices at a premium of about 20-25% over the mass consumer brands such as Gillette, Neutrogena, and Nivea. Our prices will be more in line with brands such as Kiehl’s, Clinique for Men, Lab Series for Men, and Zirh so that our products are perceived by consumers as of high quality and yet affordable.
10. We will also send samples to beauty bloggers and video reviewers on Youtube who often have millions of subscribers. We will also provide extra samples so that bloggers can hold free giveaway contests for their readers/viewers.