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Aveda- Enbrightenment Skin Care line

EBI Agency
Erin *****
Brianna *****
Ivy Gervais
MKTG 343- 50
Integrated Marketing Communications
Metropolitan State University
Professor Rodney Greder

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Table of Contents
Executive

Summary

Situation Analysis

4, 5, 6
6

Industry Analysis

6, 7

Company Background

7, 8

Product/Brand Information

8, 9, 10

Customer/ Buyer Analysis

10, 11

Competition

11, 12, 13

SWOT Table and Discussion

13-15

Strengths

13

Weaknesses

13

Opportunities

13, 14

Threats
Promotional Program Situational Analysis

14, 15
15-17

Current Marketing Mix

15, 16

Current/Past Promotion Programs

16, 17

Creative Strategy

18-23

Positioning & Big Idea

18

Positioning Strategy

18, 19

Positioning Statement

19

Big Idea

19, 20

Creative Brief/Copy Platform

20

Advertising and Communication Objective

20

Target Market

20, 21

Advertising Strategy

21

Advertising Appeals

21, 22

Execution Format

22

Rationale for Creative Recommendations

Promotional Mix

23
23-31

Advertising Media

24, 25

Magazine Advertising

25, 26

Support and Outdoor Media

26, 27

Sales Promotion- Consumer

27

Sales Promotion- Trade

28

Direct Marketing

29

Public Relations

29, 30, 31

Campaign Evaluation

31, 32, 33

Conclusion

33, 34

References

35, 36

Appendix A

37

Appendix B

37

Appendix C

38

Appendix D

39

Appendix E

40

Executive Summary
Horst Rechelbacher, founder of Aveda was born in Austria in 1941. During WWII, he
worked as an apprentice in a salon in Austria, soon after he moved to Rome to expand his
knowledge about the beauty industry. After being a stand out stylist, Horst moved to New York
in the early 60s. While attending a hair competition in 1965 in Minneapolis, Horst was injured
in a serious car accident, stranding him to recover in Minneapolis. After falling in love with the
beautiful and chilly state of Minnesota, Horst opened up a small chain of salons called Horst &
Friends.
Horsts interest sparked in Ayurvedic medicine in 1970 after meeting an Indian medicine
guru. Soon after, Horst mixed his first batch of the still popular Clove shampoo in his
Minneapolis kitchen sink. Little did Horst know, his love for organic herbs and plants combined
with his knowledge of hair would soon create one of the most successful and well-known
companies in the world.
Aveda, derived from the word Sanskrit word Ayurveda, means science of life. (Aveda,
2014) Horst Rechelbacher built Aveda from the kitchen sink up, aiming to create a luxury line of
products that were naturally derived. Today, Avedas pledge is still the same as the cold day
Horst mixed his first batch of shampoo. Aveda pledges to eliminate toxic chemicals from their
products while sustaining the environment they derive their plants and herbs from. By doing so,
Aveda has created one of the most well-known and sought after product lines in the world.
Due to high market saturation in the beauty industry, Aveda has hundreds of competitors
worldwide. Drug store companies such as Suave advertise their products as being similar and

just as good as Aveda, but with a smaller price tag. This is a very large incentive for money
conscious consumers who are pinching pennies in todays economy. Aveda must increase efforts
in advertising to reel back in customers who have switched to a less natural product line by
educating them on how Aveda is different than competitors. Educating current and potential
Aveda consumers will keep current customers avid buyers while gaining a new following.
Successfully informing consumers on why Aveda is different than every other competitor in the
beauty industry must be done by an array of angles including videos and print ads.
Our campaign objective at EBI Agency is to increase consumer awareness revolving
around what Aveda products can do for them, what ingredients do what for them, and how Aveda
is leaving the smallest carbon footprint among the beauty industry. We will focus on the
Enbrightenment line, which is one of the most diverse products Aveda sells. This product can be
marketed to men and women of all ages, genders, and races. This product is even gentle enough
for teenagers to use on a daily basis. With the new campaign slogan, Everything Deserves to
Stay Beautiful, we believe that Aveda can market the company in a broader light. The new
slogan will inform consumers that Aveda prides itself on delivering the highest quality and
natural products to them because they deserve the best as Aveda followers. It will also show
consumers that Aveda believes in environmental conservation, and maintaining the earth is of top
priority.
Various marketing tactics will be used during the campaign, which will eventually reach
the largest audience worldwide. We will integrate all of these media outlets with informational
and educational ads pertaining to Avedas skin care line, Enbrightenment. This product is great
for all types of consumers, which is why it is the best product to advertise worldwide. Sales show
a larger number of purchases in the Asian Pacific market, and that is where the new

advertisement will be saturated. Showing consumers intriguing ads about this product line will
spark interest, which will eventually result in a consumer visiting the Aveda website or retail
store, which will eventually end is a purchase.
To evaluate the success of this campaign, we will track sales following the advertisement
in each media outlet. Tracking the increase in sales for the Embrightenment line will also be
done by asking avid Aveda users to write a review on the line, and how it made them feel.
Showing hesitant users that the products really work from actual users makes the product seem
more credible and worthwhile. Sales in the Asian Pacific market will be tracked more closely due
to more saturation.
The main objective for this new marketing campaign is about sparking interest, educating
consumers, increase consumer awareness, while giving customers the highest quality product at
the end of it all. Being the father of safe cosmetics, Horst created risk-laden, formaldehyde,
camphor, dibutyl phthalate, and paraben free products. Consumers worldwide need to be
fashionably educated on that information. It differentiates Aveda from every competitor on the
market. Dont put anything on your skin that you wouldnt put in your mouth- Horst
Rechelbacher.

Situational Analysis
Industry Analysis
The beauty industry is no longer just categorized as your mothers night cream routine. It
has now evolved into everyday beautification rituals and monthly trips to the salon/spa and
massage parlor. Opportunities can be divided into products and services of hair care, fragrances

and miscellaneous, although cosmetics and skin care products are still the significant portion.
(Sena, 2014)
Facial care is expected to account for 86% of the markets $16.3 billion gain with the
anti-aging category taking on the largest growth. The anti-aging developments of SPF and stem
cell innovations have added benefits and value to the line to justify higher prices and growth in
popularity. Anti-aging products are now part of an overall process to help with uneven skin tone,
hyper pigmentation, dark spots and sun damage. (Tyrimou, 2012)
Even during the recession, purchasing beauty products has remained strong. Between
2007 and 2011, the industry grew another $15 billion reaching a value of $96.5 billion. AsiaPacific dominates the market and is estimated to be 70% of total skin care growth over the next
few years. (Tyrimou, 2012)There has been excessive growth in the brightening products line
which shows the influence the Asia-Pacific influence on the beauty industries market.
Rising per capita incomes and greater access to international markets are the major
factors for increased spending made available for discretionary items in 2014, which is projected
another 8.5% growth. (Sena, 2014) .Social media such as Twitter and Instagram and a trend in
selfies has also fueled the skin care growth because people are always expected to look their
best. The demand for organic, all natural and non-surgical products is also on the rise. Nonsurgical cosmetic procedures have risen by 500% over the past 20 years and natural personal
care products rose 15% in 2011 bringing it to a $23 billion market. (Spafinder, 2013)
Company Background
The core of Aveda is the art and science of pure flower and plant essences. While
specializing in hair care, their offerings go well beyond to include skin care, make up, pure-fume,

aromas and lifestyle. It was founded in 1978 by a hairdresser, Horst Rechelbacher, who teamed
up Ayurvedic Doctors Vinod and Kusum Upadhyay. (staff, 2014) Ayurvedic is an ancient holistic
system of healing created by balancing the body, mind and spirit. In 1997, Aveda was sold to
Estee Lauder and is now a part of Estee Lauder Companies Inc.
Their mission is to care for the world we live in from the products they make to the way
they give back to society. They strive to set an example environmentally around the world.
They are in the pursuit of environmental sustainability and follow their belief system in all their
decisions. From using organic farms, responsible packaging and renewable energy, they
maintain as a leader for businesses everywhere for the Earth and community.
Net sales for Estee Lauder as a whole company increased 8% or $787.1 million dollars to
$10968.8 million from 2013 to 2014. The net sales for skin care products increased 7% from
$304.5 million to $4769.8 million. Skin care lines account for 43% of the companys overall net
sales and 53% of its operating income. International Department stores account for the majority
of distribution channels with 26%. Net sales and gross profit have steadily increased since 2010.
(Companies, 2014) Estee Lauders current market share of skin care products for 2014 is an
estimated 7.52% worldwide. By 2021 it is estimated to account for 8.17% (Statista, 2014)
Product/Brand Information
With such a large market share already and steady growth in the Asia-Pacific area, it
would make sense to focus on our enbrightenment product line. The enbrightenment line is a
plant based brightening blend skin care line that greatly reduces the appearance of dark spots for
greater clarity. There are six products in this specific line that include a brightening cleanser,
brightening treatment toner, correcting crme, correcting lotion, intensive massage masque and

correcting serum. The line is clinically proven to improve skins clarity by 52% and diminish the
appearance of dark spots by 34%.
The gentle facial cleanser helps lift away impurities and dull surface cells to improve
overall skin clarity. It has coconut derivatives to gently cleanse; rosemary, aloe and gentian
extract to help soothe skin; organic lavender, sandalwood, rose geranium and rosemary aroma to
soothe and calm skin and is the first step in the skin care system. It runs in the price category of
$35.00
The toner is the second step in the system. It is a 100% naturally derived Plant-Powered
blend that diminishes the appearance of discoloration and dark spots caused by
hyperpigmentation. It promoted cell turnover, moisturization and to help soothe and calm the
skin. It is priced at $42.
The third step in the system is the correcting serum that promotes cell turnover for greater
clarity and luminosity. It is also 100% naturally derived and has a soothing aroma to help calm
and smooth the skin. The blend of mulberry root and grape extracts help with the discoloration
and dark spots. It is priced at $53.
Step 4 is the brightening correcting crme which intensely moisturizes with organic shea
butter and contains ceramide 3 to help strengthen the skins moisture barrier to brighten diminish
dark spots. Step 4 is also the correcting lotion which is a lightweight moisturizing lotion. It
diminishes dark spot appearances and helps protect the skin from environmental aggressors with
anti-oxidants and vitamin E. The shea butter and bio-fermented hyaluronic acids moisturizes and
protects the skin. They run at $55.

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Lastly, the intensive massage masque is a bi-weekly intensive treatment masque that
enhances skins visible radiance and tone with vitamins C & E, a soothing aroma to calm and
smooth the skin and organic Shea Butter to help moisturize. It runs at $45.
Benefits to this line are to capture a hugely growing portion of the beauty market. AsiaPacific is to contribute 70% of the growth over the few years and this line specifically targets
them. The demand for an all-natural and environmentally friendly products are met with these
products offering a high end, quality product for reasonably priced products for the financially
conscious consumer.
Aveda positions itself as an innovative leader, deeply committed company with products
that harness the essence of plants to produce highly professional results in an environmentally
and socially responsible way. They align their brand programs with their principles as the
company expands and grows into new product areas, business channels and markets around the
world. (staff, Earth and Community Care Report, 2012)
Consumer/Buyer Analysis
Although Avedas target market is quite large having their hand in so many product lines
and a line for just about anyone; acne prone, oily skin, dry skin etc., the specific target market for
the brightening product line would be the Asian Pacific market. This includes countries such as
China, Japan, Australia, South Korea and a variety of other countries. Specifically China has
shown a vast amount of growth with a 17% growth rate from 2001 to 2011 and an even faster
rate of 22.3% with premium skin/cosmetics markets. (Bol, 2013) Urbanization and population
growth with a vast majority turning of age are all drivers in spending in these areas. Asian
markets like China offer higher returns for global companies because they are willing to spend

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more on skin care products that have higher price points due to having added value with more
functions.
Consumers are spending more on skin care because of increased cultural importance of
having well-maintained skin. Compared to global counterparts, Asian consumers tend to have a
more sophisticated regiment using up to eight different products a day. (Bol, 2013) As
competition becomes more saturated with new lines, targeted products will become more popular
especially for brightening products. (Tyrimou, 2012) More disposable income and pressure to
have well-maintained skin contribute to the gaining market segment in Asia Pacific markets.
Competition
There is a complete mix of brand owners and private label products that are constantly
competing for consumers attention. The market fragmentation results in complex product
portfolios for each company. Although there are thousands of individual brands, there are only 4
major competing companies with Estee Lauder holding a majority of the market.
With operations in 130 countries across 27 international brands, LOreal is the largest
competitor of Aveda and its parent company Estee Lauder. Increasing income and consumption
levels are contributors to revenue growth of personal care. LOreal invests heavily in research
and development to maintain being innovative. They study local markets and develop
specialized formulas to meet specific consumer bases in all major geographies. (Tyrimou, 2012)
They are extremely successful with offering a wide range of distribution channels and offering
products at varied priced points to appeal to broad consumer bases. Reaching over one billion
consumers, they will retain dominant market share through their strong marketing platform.
Some of their portfolio includes Lancome, Georgio Armani, Urban Decay and Maybelline.

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Proctor and Gamble is another competitor in which beauty products account for 25% of
their whole sales, 24% of their net sales and 23% of net earnings. Oil of Olay is one of their
billion dollar brands, the top brand in the world with over 8% global market share. They are the
largest name in the Household and Personal Goods Industry. They also compete with a wide
variety of beauty care products, like Aveda, ranging from deodorants to cosmetics and skin care.
Innovation has continued to be one of their strong points as a company and they continue to
invest in developing markets. Their net sales have increased a steady 1% over the past few
years, although their net sales growth in just the beauty industry has steadily declined -2% each
year since 2012. This was attributed to unfavorable foreign exchange and unfavorable
geographic mix and disproportionate growth in developing areas. Global market share overall
has decreased .5% over the past year. (Gamble, 2014) Some of their portfolio includes Max
Factor, Herbal Essences. Wella and Cover Girl.
Unilever is also a main competitor that is focused reducing their environmental footprint
and increasing their positive social impact on the Earth. They are one of the worlds leading
consumer goods companies operating in over 190 countries. Despite higher spending advertising
and promotions, core operating margin rose .4%. Last year their sales growth rose 4.3% and an
averaged 5.1% over the past 5 years. They are very committed to building brand equities to add
value to all their products. Personal care products account for 36% of their business and 41% of
their operating profits. Their leader in skin care products is Dove, but also has names such as
Ponds, Sunsilk, St. Ives and Axe. (Unilever, 2013)
Avon is another competitor and are the largest direct-selling cosmetics companies
employing more than six million representatives. Their largest markets are Brazil and Russia, but
have sales and operations in 62 countries. In order to assist representatives, their sales and

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marketing promotions are specially designed aids, customer flyers, television advertising and
print advertising. Their beauty and skin care lines account for 73% of net sales. Skin care net
sales in the past year have dropped 12% compared to the prior year. Their portfolio includes
ANEW, Color Trend and Forever. (Avon, 2013)
SWOT Analysis
Strengths:

Beauty industry is less sensitive to economic downturns

Global presence and brand image already established
Brightening line to target largest market segment of Asia Pacific
Premium quality product for reasonable price market
Good distribution channels
Global positive social impacts
Naturally derived ingredients
Brightening, dark spot reducer and anti-aging line to meet consumer demands
Strategic marketing plans
Innovation

Weaknesses
o
o
o
o

Largely saturated market

Highly competitive
Costly products, not a wide variety to market to different price points
High cost ingredients

Opportunities

New marketing plans since Aveda does not advertise

New upcoming market segments due to developing countries and markets
Consumer demand for organic and all natural products worldwide

Threats
Economic adversity

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Not a gap in price points to reach all market segments

Growing competition
Saturated with competition
Lack of advertising
Fragmented sub-industry

Aveda is a well-known and well established brand all across the world. They are known for
their quality ingredients and products despite the fact that they do not advertise or market their
products. Due to the lack of advertising, this leaves a whole market available to market to and
advertise to establish their global presence with people that may not be aware of what they are
about. Asia Pacific is projected to contribute the most to skin care absolute value growth with
China as their main driver. The consumers in this market are looking for high end products and
are willing to spend premium dollars for quality products to upkeep their images. Aveda offers a
products and product lines at premium pricing in order to meet this demand. The Brightening
line is specifically formulated to target this market. Although China is a highly competitive and
saturated market, it is preferential to already established companies and doesnt leave for much
opportunity for products just entering the market.
Aveda will need to stay innovative and promote their products through advertising and
marketing, not just their loyalty programs, in order to compete with other brands such as LOreal
and other manufacturers that are targeting China for growth. The Brazilian market and
international travelers will also be a good opportunity for growth. Estee Lauder has already
started targeting both these markets by setting up bars for beauty in international airports.
There are many new markets and current markets that will benefit from our marketing
campaigns. Since they have never been used before, mail out print ads amongst other marketing

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tools will gain growth for Avedas presence in the marketplace by pronouncing its presence and
establishing connections with new consumers.

Promotional Program Situational Analysis

Current Marketing Mix
The current marketing mix has worked well for Aveda without any current advertising.
The product symbolism to consumers has been very strong in establishing their presence in the
beauty industry. Besides the functional utility in the Enbrightenment line that reduces the
appearance of dark spots and gives facial skin greater clarity, using Aveda products also
contributes to social and psychological meanings. Socially, investing in Aveda products not only
contributes to beneficial facial brightening but you are also making an investment in our Earth
because Aveda contributes so much towards acting responsibly with our environment and
enabling families in such places as Nepal to support their families and send their children to
schools.
Aveda has a few current chains of distribution. First, they direct sell from manufacturer
to the consumer through the Aveda website. The website offers comprehensive information
about all of the products and pricing and allows the consumer to purchase products directly
through the website or helps them to find a local distributor in their area. The second chain of
distribution is through the Aveda Institutes where consumers can also receive special Aveda
treatments at a fraction of the cost from the stylists and estheticians in training. Aveda products
are available at Aveda certified spas and salons and lastly at Nordstroms Experience Centers.
These hair salons and spas are in more than 30 different countries.

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Avedas pricing is on the higher end of facial skincare lines. This pricing reflects a
number of factors including demand factors, perceived value and our commitment to deliver high
performance, botanically-based ingredients in all Aveda products. A portion of Avedas profits
also get donated through various environmental and social programs. Consumers are willing to
pay the current pricing because they know that they are getting quality products Avedas prices
are aligned within the target markets incomes.
Current/Past Promotion Programs
Aveda does not do any current advertising aside from a small amount of magazine ads.
Although they are already established in the beauty industry, this is a major weakness in the
current strategy. Aveda is not staying in front of its consumers, making them aware of new
products and unable to establish opportunities in developing consumer relations and
involvements in their social programs. Marketing and advertising with more print ads will add
value to the Aveda brand by making the consumers aware of different educational aspects of not
only the ingredients and products, but of Avedas efforts worldwide socially. This will keep
Avedaone step ahead of its consumers.
Aveda does not do any current publicity or public relations which is also a weakness. We
plan to change this by working with well-known bloggers to invigorate conversations about
Aveda products and make the company more interactive with its consumers. We will also be
sponsoring Locks of Love in correlation with Avedas new campaign slogan, Because
Everything Deserves to Stay Beautiful. We will also be teaming up with PETA to inform
consumers that Aveda is against lab testing on animals. By teaming up with these sponsors and
making it known through public relations channels, this will build Avedas already established
brand image with current and potential consumers.

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Aveda does have a current rewards program. You are able to sign up through the Aveda
website or through any participating spa or salon location. Every purchase of Aveda products
earns you points and rewards that are able to be used for special gifts, spa treatments or on
products. You are also given an exclusive offer during your birthday month. By signing up for
this program, you are also enrolled in an email program. This email program is successful in
making consumers that are enrolled in the program aware of upcoming specials and promotions.
It also keeps enrollees on track with where their points and purchases are at and making them
available to use on current purchases. We will be taking the successfulness of the email program
and transferring it to an Aveda print ad to target consumers that are not enrolled yet in the email
program or Pure Privilege rewards program, giving them the same opportunity to stay interactive
with Aveda products and promotions.

Creative Strategy
Positioning and the Big Idea
Positioning Strategy
Consumers in todays beauty market focus on what products can keep them looking
young. Each and every consumer that is buying a skin care routine eventually starts to

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incorporate a product that will not only make them feel younger, but actually make them look
younger. The beauty industry is a huge market raking in over $100 billion dollars a year and
rising every year globally. Some projections claim that there will be an 8.5% growth in 2014.
(Sena, 2012) The beauty industry ranges from hair and skin products, to nails and cosmetics. The
rising per capita and easy access to international markets helps contribute to the growth of an
industry that has broadened their consumer market to men and women of all ages. Due to the
want and need for a youthful look and feeling, many consumers are willing to spend their money
on a product that they believe in. Once they are pleased with a product, they tend to be extremely
loyal to the product and company they are purchasing from.
Avedas new intentions are to be seen than much more than a hair product or beauty
product. The new phenomenon in the beauty industry is the route to more natural and organic
ingredients. Aveda has been perfecting their natural ingredients since 1978, which has given
them one of the most prestige and well known product lines. To improve how Aveda is perceived
by current and prospective consumers, Aveda must focus more on advertising how their company
and products differ from other competitors who are advertising natural beauty products also. A
key attribute to differentiate themselves from competitors is to advertise not only their natural
ingredients, but how those natural ingredients are of a higher quality than their competitors.
Advertising higher quality ingredients will not only make the consumer think that the brand is
better, but will prove to the consumer that the higher quality ingredients make a better product.
Positioning Statement
The main target market for the new Aveda campaign is men and women of all ages.
Advertising more before and after images to consumers of all ages will show them what Aveda
has to offer over competitors. Not only will this keep the current customer base strong, but it will

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show prospective customers what Aveda products can do for them. Considering that Avedas
products are all Earth friendly, also advertising the eco- friendly and recycled packaging will be
an incentive for eco- friendly and environmentally conscious consumers.
Aveda must target their entire audience when advertising the Enbrightenment line. The
objective is for the customers to realize that natural, quality ingredients from around the world
are put into these products to give them the best results possible. Aveda must first position the
product in the mind of the consumer by differentiating themselves from other lines that advertise
the same qualities as the Enbrightenment line.
Big Idea
To incorporate all of this into a Big Idea, the new integrated marketing campaign is to
have the slogan; Because Everything Deserves to Stay Beautiful. The new slogan will be
shown in a picturesque forest where Aveda ingredients are found. This ad will show the
consumer that Aveda cares about what is in the products they sell, and how their company
impacts how beautiful the Earth stays. This shows the consumer the Aveda mission and vision
across to their already well-established market, but freshen it up a bit to stand out more to other
brands in the beauty industry. The two main attributes to be advertised should be how Aveda
products differ from other natural products in the industry and how Aveda is right for every
consumer.

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Creative Brief/Copy Platform

Advertising and Communication Objectives
Avedas advertising objectives for the new marketing campaign is to make consumers
aware of the quality ingredients Aveda uses in their products and in their Enbrightenment line.
This will be done by educating current and potential customers on why Aveda is better than any
competitor in the industry, while encouraging them to try the Enbrightenment line for their daily
skin care routine. This will increase and maintain interest in the company while stimulating
demand for the Enbrightenment line. Increasing awareness and reinforcing Avedas image in the
mind of consumers will persuade consumers to choose Aveda for their daily beauty needs.
Target Audience
The target audience for the new Aveda campaign will be consumers of all ages, races, and
genders. Aveda has many product lines for every type of user, which increases the target
audience. The target audience will also be users who are environmentally conscious and want to
relay that type of lifestyle into their beauty products. The Enbrightenment line will be directed
towards men and women of all ages who are looking for a product that will be used as a daily

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regime. Advertising the benefits of using a product on a daily basis will increase the likelihood
that a consumer will repurchase an entire product line and stick with it to see the results.
Advertising Strategy
The advertising strategy for Aveda is to communicate the benefits of the Enbrightenment
line to consumers while educating them on what other Aveda products can do for them.
Effectively communicating the benefits of the Enbrightenment line to consumers will involve
showing reliable before and after images to show what will happen if the entire product line is
used on a daily basis. The benefits will also be shown by explaining what natural ingredients are
in the Enbrightenment line, such as organic lavender, 100% naturally derived Plant- Powered
Brightening Blend, and Rosemary, and how these ingredients will improve the look and feel of
their skin. The advertising strategy will also inform the consumer on the value of the product.
This will be done by showing each product in the Enbrightenment line, and how each product
will work. The cleanser will sooth and calm the skin while lifting away impurities. The
correcting serum will promote surface cell turnover for clearer and more luminous looking skin.
(Aveda, 2014) Individually explaining how each product will work will effectively educate the
consumer about the product while intriguing their interest in the entire product line.
Advertising Appeals
There will be various advertising appeals used in the new Aveda marketing campaign.
The first advertising appeal is stimulating interest by showing real life Aveda users and their
before and after images after using the Enbrightenment line. This will show consumers that the
products really do work and that there are avid users just like them. The second advertising
appeal will be showing demonstration videos in all Aveda retail stores and salons. This will show

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consumers how easy it is to use the product and how instant the results are. Making these
advertisements esthetically pleasing to the eye will stimulate interest in the product line and in
Aveda. The third advertising appeal will be to show how Aveda users feel after using the
Enbrightenment line or any Aveda product. Having an Aveda user say they feel younger and
more youthful after using the product will generate a sale of the product due to the fact that
consumers who are interested in feeling younger will believe results when they see them.
Execution Format
The techniques used to implement the new Aveda marketing campaign will be social
media, T.V. ads, print ads, direct postcard mail, radio ads, and educational videos. The places that
these techniques will be used is extremely important in a successful advertising campaign. The
social media outlets such as Facebook and Twitter will promote the Enbrightenment line on a
daily basis, showing before and after pictures along with how to videos. T.V. ads will be a slight
teaser to consumers by showing the after results of using the entire product line as the ad informs
them on what ingredients are used. This will spark interest and leave the consumer wanting more
information. Print ads will be in major magazines such as Vogue and InStyle magazine. This
targets a more mature audience with a higher end appetite. Educational videos will be used in
Aveda retail stores and salons to accurately show the consumers how the product is used and
how it will instantly benefit them.

Rationale for Creative Recommendations

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Aveda strives to educate and please customers while leaving the smallest carbon footprint
they can. Avedas reputation is one of the most respected in the industry due to their
environmental efforts and quality products. To maintain this prestige reputation, Aveda must
follow three steps;
1.) Stay continuous with innovative efforts to conserve the environment. Maintain wind and
solar powered machinery and buildings to decrease carbon footprint.
2.) Remain constant with ingredient research around the world. Continue to use the most
naturally derived ingredients to give the customers the highest quality product possible.
3.) Penetrate market from all angles. Consistency and reliability will keep customer base
strong.
Market Aveda by educating consumers on why Aveda is different than competitors and
how Aveda products, specifically the Enbrightenment line, can benefit them due to natural and
organic ingredients. Also educate consumers on how these ingredients are derived and where
they are from. Consumers want to know where the ingredients are from that they are putting in
their body.

Promotional Mix
The new marketing campaigns promotional mix will include many different types of
advertising. The first type is something that Aveda has only done once, which is a television ad.
This ad will read the new slogan, and show what ingredients are in the Enbrightenment line,
along with what they will do for their skin in a matter of 7 days. Customers like to hear numbers,
and educating them that the Enbrightenment products will show full results after one week will
spark interest. The other forms of integrated marketing tactics will be magazine ads, social media

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posts, radio ads, direct postcard ads, and educational videos. These tactics will reach out to
consumers in every country, showing them that Aveda can fulfill their beauty needs.
Advertising Media
The type of advertising media Aveda will be incorporating will be broadcast and print and
radio. The print advertising will be a direct post card sent out to customers who have purchased
Aveda in the last year. These users will be sent the new ad for the Enbrightenment line, along
with the heading: Just for you we recommend This gives the customer the feeling that Aveda
has specifically gone through their usage history and recommended the Enbrightenment line.
Making the consumer feel like they are being singled out makes the consumer value the
company they purchase from. If Aveda does not have their address, they will be sent an
electronic post card via email. This will make sure that every Aveda customer receives this new
ad, and reaches the most people possible.
Broadcast media will advertise the Enbrightenment line. This new ad will be able to
visually show current and potential Aveda consumers what the Enbrightenment line does, how it
is beneficial, what ingredients perform what on your skin, and why it is different from other
products on the shelf. This television ad will have various advantages over other media. Aveda
will be able to be more creative and have more of lasting impression on viewers. Being able to
use sound and sight makes the ad more dramatic and will let Aveda be extremely creative. The
broadcast will be shown for one month in the winter months on basic cable, cable, and
superstations. The ad will air at 7:30 PM, reaching the largest number of consumers who are
watching TV. after work or watching the nightly news. It is estimated that 114.9 million
households own a TV. While showing the Aveda ad, we believe that is only 70 million of those
114.9 million households have their TVs turned on at 7:30 PM, the HUT would be 61%. If only

25

10 million households are watching Modern Family while the Aveda ad airs, the national rating
would be 8.7%. Reaching that many people worldwide would reach consumers who do not have
Facebook or Twitter, or consumers who do not read magazines. (G. & M. Belch, 2012, pg.365)
Radio ads will be the next advertising tactic. The radio ad will also be played for one
month during the winter. The ad will be played at 6:45 AM on popular local radio stations. Airing
the radio ad at the start of rush hour will target the more mature audiences who are driving to
work. The radio ad will read about the Enbrightenment line, the ingredients, and how it can be
beneficial for your dull skin during the winter months. If there are more than 10,600 commercial
radio stations in the United States and the Aveda ad is played once a day for a 30 day period, that
is more than 318,000 ads being played during rush hour traffic. The radio ads will be worldwide,
location depending on time of year for each location. The radio ad will prove to be extremely
receptive due to consumers thinking radio ads are more personally relevant. We expect to reach
audiences 18-49 during a .8 quarter-hour share. (M. & G. Belch, 2012, pg. 386)
Magazine Advertising
The second type of print advertising we will be using for Aveda will be magazine ads.
The magazine ad will allow Aveda to present detailed information about the Enbrightenment line
that the reader can enjoy at their own pace. We will focus our magazine ads on the more mature
magazines such as Reader Digest, Time, People, Newsweek, AARP, local womens magazines,
local city magazines, and health care magazines. These magazine outlets will reach out to
various ages and demographics of consumers on every continent. The average number of AARP
Magazine subscriptions was 24,462,726 in 2009. With consideration that the baby boomers are
all maturing, that number has increased since then. Those 25 million subscribers will view the
Aveda ad, read how it can look and make you feel younger, and eventually purchase the line.

26

Targeting the mature audience with a youthful ad will intrigue them while educating them. In the
more mature magazines such as AARP we will advertise free shipping for seniors. This will
make the purchase decision much easier if they can purchase with the click of a button. We will
be using a bleed page for the Enbrightenment ad. This will pull the reader in and have a more
dramatic impact. (M. & G. Belch, 2012, pg.407)
Educational videos will be the last step in the purchase decision process for willing
buyers. The educational videos will be shown in all Aveda retailers, schools, and salons. This
video will show an actual Aveda consumer using the Enbrightenment line, showing how they use
it, explaining how their skin feels, and stating their reviews. The video will also show a before
and after photo after one week of the users skin, giving an accurate visual for the buyer. This
video will help the buyer decide if they should purchase the line after being informed about the
ingredients, steps, reviews, and testimonials.
Support and Outdoor Media
Metro Transit offers advertisers multiple ways to communicate with the approximately
250,000 commuters that ride its vehicles every day, just in the St. Paul/Minneapolis area alone
(Metro Transit, 2014). These are ads that the public can see every minute of every day, all over
the world. A few places the ads could go: headlight (front of bus), full bus/train wrap (covering
the whole vehicle), interior ads, metro/rail station ads, benches, and outside backlit dioramas.
The bus shelters would be a great space to use too.
We all know that taking the bus can save your wallet, but standing in the harsh elements
can wreak havoc on your skin. Standing outside waiting for the bus, in the long winter time, can
leave your skin vulnerable to the cold. An ad that would be placed inside the shelter would show

27

someone who is glowing and confident about their well hydrated skin, from using Aveda
products, while standing in a blizzard. Also, since Aveda has deep interests in keeping our world
clean, turning in a bus or light rail ticket (that has been purchased within 24hrs) the customer will
get discounted services and/or product.
Sales Promotion - Consumer
We want to get the product into the public's hands, so they can see the benefits for
themselves. We also want to get the people involved with getting the word out. That's we are
going to get into sampling the product and since the world of technology and social media is
ever growing, we will create a video contest for our loyal and newly found customers.
People could be unsure or uninformed about Aveda's products and sampling will be a smart way
to let the consumer try it out before they make any commitment. It will show them that Aveda
has great confidence and is willing to let the actual products to do most of the work of showing
the consumer its benefits. Different samples will be given out at all Aveda locations and in
certain popular downtown locations.
We want to introduce the public to our biggest fans by creating a video contest. During
certain promotional event times we will take in videos of our customers showing us which of our
products they love and how they use them. People of all ages, sexes, and ethnicities will be
encouraged to send us a clip. This will show how people that it doesn't matter who you are; you
too can utilize Aveda products and feel amazing. They will be fun and informational 'how to'
videos. They will send them through our Facebook and a select few will be chosen to be posted
on our Facebook page and YouTube page. The winner will be given a $100 gift card and they
will also get to name a friend who will receive a $25 gift card.

Sales Promotions - Trade

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We will join in with professional exhibitors at wedding trade shows. We would start with
an ever expanding event called Wedding Market Expo. For just a onetime fee of $500, Aveda
will put together an eye-catching exhibitor booth at the trade show. Also, paying just $150, we
would provide the expo with different Aveda printed material and/or samples to be added to the
SWAG Bag each attendee will receive (Smith and Egidi, 2014). At the exhibit booth, we will
meet with many men and women who are on a mission to find the best services and products to
utilize on their 'big day'. We want to show them how the Enbrightenment line and other various
products can give them that mesmerizing glow they are looking for. Showing the attendees and
letting them try out or get a tutorial of our makeup and skin care products will get them
interested in all Aveda has to offer.

Aveda products are available in many places such as salons, lots of local places like
Minnesota's own Mall Of America, and even airports all over the world (Aveda, 2014). We want
to start working with Target and Costco and come up with a worthy slotting fee for space in those
stores. Target stores have a wide variety of people shopping there every day and Costco has very
loyal customers, due to their membership program. This would be extremely smart to tap into so
Aveda can start engaging with those potential customers. Product demonstrations within Costco
is also something we would begin doing. Since Costco is a wholesale market, we would offer a
buying allowance to ensure Costco sees the wholesale discount as an incentive to place Aveda's
products in their beauty and health section.

Direct Marketing

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Direct marketing will be a component in Avedas new campaign. We will first put out all
of our Enbrightenment ads in all of our chosen outlets. The chosen direct marketing outlets for
advertising will be postcards, print media, radio advertising, educational videos, TV
commercials, and social media. After those are successful, we will start to incorporate direct
marketing such as word of mouth marketing and verbal marketing while customers are in Aveda
stores. We will educate our sales reps, stylists, and students on the Enbrightenment line so they
can correctly educate customers. Direct marketing will assist us to keep out waste coverage
down. This will be done by correctly selecting what audience we are reaching in each type
promotional outlet. Direct marketing will also assist Aveda in segmentation abilities and ability
to personalize our direct media. These will all make the campaign successful by building
frequency levels and will let us plan our timing and costs effectively.

Public Relations
Aveda does not do any current publicity and/or public relations, so we plan to utilize
well-known beauty bloggers to get the word out. One blogger in particular is Lianne Farbes. She
is the publisher/editor in chief of her blog called, The Make Up Girl. For over 25 years she has
been working with makeup and skincare, and is considered a beauty expert. She has made herself
an impressive career as a blogger since she began in 2006. She has many loyal followers that
look to her for beauty advice and those inquiring minds would be reached when we collaborate
with her. By sending Lianne a free gift basket with the Enbrightentment line in it, she can use
and critique the Enbrightenment line, which will reach consumers who read her blog. She is
looked at as a reliable beauty source, and her avid blog followers will end up purchasing the
entire line. "The Makeup Girl is one of the most popular and long-standing beauty blogs on the
web and receives over 75,000 visits per month." (Farbes, 2014)

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A few causes we would like to support would be Locks of Love and PETA. There are
other companies that do much of the same thing as Locks Of Love, but this company is the most
widely recognized, acknowledged, and used. Our slogan is Because Everything Deserves to Stay
Beautiful, so it fits in perfectly. Part of the Locks of Loves mission is to return a sense of self,
confidence and normalcy to children suffering from hair loss (Locks of Love, 2014). Aveda
respects that and wants to sponsor/assist in any way. Aveda salons will give free cuts to those
whose hair fits within the requirements of donating their locks through Aveda. When people are
getting their hair cut for a donation, it's the perfect time to update them on the new and current
products that will keep their hair nice and healthy until next time.
The organization PETA and Aveda have very similar interests, so we would like to
support their cause as well. PETA stands for 'People for the Ethical Treatment of Animals'. They
are the largest animal rights organization in the world, with more than 3 million members and
supporters (PETA, 2014) .Now with Aveda supporting PETA, the world will have a very
dedicated team. Where Aveda stands, We do not conduct animal testing, nor ask others to do it
on our behalf, except when it is required by law. Aveda is committed to helping end animal
testing in the cosmetics industry, and we have been since our founding in 1978. In 1989, we were
the first privately held company to sign the Ceres Principles for corporate responsibility, which
call for the safeguarding of the Earth and its inhabitants." (Aveda, 2014)
Aveda wants to show the public what they are all about by associating with Locks Of
Love and PETA. We know this is a very positive association. Ever since Aveda was founded in
1978, their products have been harvested with respect for the earth, in harmony with the web of
life. There are so many people becoming more interested in a healthier and more natural way of

31

living for themselves and our environment. Aveda is all about using wind power and having
more than 85% of jars/bottles made with 100% recycled materials.
Helping children in a time of need and supporting the conservation of wildlife and
animals is a part of Aveda's mission. Our mission at Aveda is to care for the world we live in,
from the products we make to the ways in which we give back to society. At Aveda, we strive to
set an example for environmental leadership and responsibility, not just in the world of beauty,
but around the world. (Aveda, 2014)

Campaign Evaluation
EBIs various marketing and promotional tactics will be implemented to increase the
overall exposure of the Enbrightenment line, which in turn will increase sales. At EBI we will
conduct multiple testing for the six marketing methods that are being implemented. These tests
and methods will assist us in evaluating the success of the new Enbrightenment campaign. Did it
achieve its goals? Did it pay for itself? Did it generate more customer awareness? EBI is here to
find that out.
To track the consumer exposure for the new magazine ads, we will first look at the
number of copies sold for each magazine, and how many subscribers there are for each
magazine. Next we will use Google Analytics to track how many consumers typed in the exact
unique URL address printed on the bottom of the magazine ads. This will help us track our
offline numbers by looking at direct traffic and direct Google searches.
To track our radio and TV advertisements, our contract with the radio stations and TV
stations will include a weekly spreadsheet of how many viewers and listeners they had during
our time slot. We will also be using a redirected website. This will be a different unique URL

32

address than the magazine ad, and will include the Enbrightenment line. We will then use Google
Analytics to track how many users typed in that specific URL address. For our radio ads, we will
be offering free samples of Enbrightenment if a customer mentions the ad. When they receive
their free sample, the Aveda representative will record how many free samples they gave away.
Tracking the new Enbrightenment educational videos will be done by feedback from
salons, retailers, and schools. These Aveda employees will be asked how many customers on
average they had daily so we can estimate how many viewers were exposed. Then we will ask
for reviews from the Aveda employees, asking how their customers and clients liked the new
video. Receiving a professionals feedback will allow us to determine if the new video will need
to be tweaked.
To evaluate our Facebook, Instagram, and Twitter campaigns, we will also include a
different unique URL address that we will use Google Analytics to track. We will also advertise a
certain promotion on Facebook, Twitter, and Instagram that involves the Aveda user to take a
picture of their new Enbrightenment line, and review how much they love it. After uploading the
picture, we will look for the hashtag #Enbrightenment and reward the customer with the most
fun and unique picture with the Enbrightenment Correcting Serum. This will be done weekly
during the Enbrightenment campaign. Overall, we will also use Google Analytics to track our
social media. We will use Google Analytics Asynchronous Tracking Codes to track our
interactions on the three media outlets. The last and simplest way we will determine if our
Enbrightenment campaign is successful is simply looking at the number of likes and dislikes
we get. EBI will also closely track the number of shares and retweets on Facebook and Twitter.
Finally, to track the success of our Enbrightenment postcards, we will have a comment on
the back of the postcard stating, Use this promo code at Aveda.com for 5% off your entire

33

Enbrightenment purchase. ENB6. This will help us accurately track how many Aveda users we
successfully reached out to, and who to mail future promotional postcards to in the future.
Overall, our largest tracking outlet is Google Analytics. This is one of the top tracking
applications on the market. If offers reliability and consistency unlike any other program. We
will be able to track every number on print media, social media, and our new broadcast outlets.
At the end of the campaign, we will take a final look at online sales and visits to the
Aveda website, specifically looking at how many users visited the Enbrightenment line. This will
be done by having designated domains. We will use the designated domains to track visitors
using the specific log files we are looking at. To make sure this tracking method is successful for
Aveda, we will make sure that Aveda has separate landing pages on each domain.

Conclusion
With Avedas mission molded into this new campaign, we will be able to continue to
promote Aveda in a positive light. Potential and current Aveda customers will be exposed to the
new Enbrightenment Because Everything Deserves to Stay Beautiful ad from various outlets.
This will reach the maximum amount of people we can worldwide, focusing our concentration in
the Asian Pacific market. By doing so, Enbrightenment will become the next big thing in the skin
care industry.
At EBI, we will strive to execute the most successful campaign possible with a
respectable image. We will work to not overcrowd the market with the new Aveda
Enbrightenment ad while we keep consumers intrigued about the line. Aveda consumers will
read, see, and hear how Aveda is the product for them. Aveda consumers will see exactly why
Aveda is in a category of its own, and how the traditional roots of the owner have remained

34

strong since 1978. Give thanks in our prayers for our successes- past, present, and future.
Horst Rechelbacher (Aveda, 2012)

References
Advertise with Metro Transit - Metro Transit. (n.d.). Retrieved October 2, 2014, from
http://www.metrotransit.org/advertise-with-metro-transit

35

Aveda. (2014). Find a Location > Aveda. Retrieved November 25, 2014, from
http://www.aveda.com/locator/index.tmpl
Avon. (2013). Annual Report 2013. Avon.
Belch, G., & Belch, M. (2012). 11. In Advertising and promotion: An integrated marketing
communications perspective (9th ed.). New York, NY: Irwin/McGraw-Hill
Bol, J. (2013). Academia. Retrieved 10/06/2014 from Asian Market Personal Care Industry:
http://www.academia.edu/4565924/Asian_market_Personal_care_industry
Companies, E. L. (2014). Capturing Opportunity.
Farbes, L. (n.d.). The Makeup Girl | Skincare and Beauty Blog - [Web log post]. Retrieved from
http://themakeupgirl.net/
Gamble, P. &. (2014). Annual Report. Proctor & Gamble.

Locks of Love. (n.d.). Locks of Love helps disadvantaged children suffering from medical hair
loss. Retrieved November 25, 2014, from http://www.locksoflove.org/
PETA. (2014). About PETA | PETA. Retrieved November 25, 2014, from
http://www.peta.org/about-peta/
Sena, M. (2014). Franchise Help. Retrieved 10/03/2014, from Beauty Industry and Trends:
hhtps://www.franchisehelp.come/industry-reports/beauty-industry-report/

36

Smith, L. and Egidi, B. (2014). 2014 Sponsorship Opportunities. 1st ed. [ebook] Wedding
Market Expo, p.5. Available at: http://weddingmarketexpo.com/wp/wpcontent/uploads/2014-Sponsorship-Opportunities2.pdf [Accessed 24 Nov. 2014].
Spafinder. (2013). Spafinder. Retrieved 10/06/2014 from Natural Beauty Meets Social Media:
http://spafinder.com/trends/2014/natura-beauty-meets-social-media.htm
staff, A. (2012). Earth and Community Care Report. Minneapolis: Aveda Corp.
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http://www.aveda.com/discover/index.tmpl
Statista. (2014). The Statistics Portal. Retrieved 10/05/2014, from Estee Lauders share of the
skin care products market worldwide from 2013 to 2021:
http://statiosta.com/statistics/268181/estee-lauder-share-of-the-skin-care-productsmarket-worldwide/
Tyrimou, N. (2012). GCI Magazine. Retrieved 10/04/2014, from Skin Care Market Radient for
Forseeable Future:
http://www.gcimagazine.com/marketstrends/segments/skincase/167697355.html?
utm_source=Most+Read&utm_meadium=website&utm_campaign=Most+Read
Unilever. (2013). Annual Report. Unilever.
Wedding Expos Event Planner Trade Show Conference Wedding Networking Groups.
(n.d.).

Retrieved November 5, 2014, from http://weddingmarketexpo.com/

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Appendix A- Enbrightenment campaign slogan

Appendix B-Promotional Postcard

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Appendix C- Magazine advertisements

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AARP Magazine ad

Appendix D-Google Analytics

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Appendix E

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