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ADVERTISING PLAN

Advertising Objectives

To establish a long and lasting image for the Belo essential products, especially for the whitening

products. To successfully relay our message that beauty is not limited to who you are today, you can

discover a better version of you if you just dared. To erase the Filipinos’ mind-set that Belo brands are “artificial beauty” especially when it is

associated with the Medical group’s plastic surgeries—which is a misconception. To remind the consumer that the product is still out in the market and to regather lost brand loyalists.

SWOT Analysis:

STRENGTHS

WEAKNESSES

The lotion leaves your skin hydrated without feeling sticky.

Unaggressive Media Approach.

Affordable price for a product that offers SPF 30 with protection from UVA and UVB rays.

 

Blends effortlessly and gets absorbed fast.

 
   
   
   
   
   
   

OPPORTUNITIES

THREATS

It bears the name of a famous doctor/surgeon here in the PhilippinesDra. Vicky Belo.

Competitors aggressive media approach

   

Filipinas strive for whiter skin because

Belo Products are often misjudged as

their skin easily darkens, for melanin production is

expensive because it’s an extension of the

faster in relation to Philippines’ commonly hot

Belo Medical Group

weather.

 

Belo Issues about the ingredients that they used in their products

   
   
   
   
   
   

Market Analysis:

Target Market:

“The BEAUTY-holics”

DEMOGRAPHICS

Female

Ages 18- 25 years old

Social class B

PSYCHOGRAPHICS

Women who are sophisticated.

Women who can’t leave their house with their body untended.

Women who are hesitant to improve themselves because they’re afraid of what the

society might say or what the others might think.

Women who always visits social media sites such as Youtube for beauty tutorials/ tips.

 

Competitive Analysis:

FACIAL WASH

ponds

  • - Whitening Facial Wash for Women

  • - With Pro-Vitamin B3, a powerful lightening solution

  • - Cleanses deeply to reduce dullness, while boosting the radiance of your skin

  • - Reveal the fairness within by washing away the buildup of dead skin cells

  • - Uncover fair and glowing skin

- Reveal the fairness within by washing away the buildup of dead skin cells - Uncover

GARNIER

Lemon Essence: To make skin fairer, fade dark spots and even skin tone, for long-lasting natural fairness

If you have uneven skin tone with dark spots and imperfections, now you can fix all that.

SKInWhite

- Reveal the fairness within by washing away the buildup of dead skin cells - Uncover

SkinWhite Advanced Whitening Lotion PowerWhitening SPF 20

Our skin has naturally occurring dark pigments known as melanin.

The more melanin you have, the darker your skin.

Fight skin aging and achieve noticeably whiter skin. Visible results in as early as 7 days!

With Vitanourish Formula that contains vitamin B5, B3 & E and SPF 20 For intensive moisturization and protection from harmful UV rays.

 NIVEA This product uses Synchronized Whitening action through multiple actives to ensure you achieve yourWhat's in it? Vitamin B3 Triple sunscreens " id="pdf-obj-3-4" src="pdf-obj-3-4.jpg">

NIVEA

This product uses Synchronized Whitening action through multiple actives to ensure you achieve your beautiful blush white skin.

Contains Super Fruit extracts of concentrated Camu Camu and Acerola Cherry, which is 500% more powerful vs. whitening properties of lemon. Repairs 10 signs of dull damaged skin like dark spots, dry & itchy skin or uneven skin tone.The firming ingredient Q10 effectively firms skin and restores its elasticity.

VASELINE

 NIVEA This product uses Synchronized Whitening action through multiple actives to ensure you achieve yourWhat's in it? Vitamin B3 Triple sunscreens " id="pdf-obj-3-18" src="pdf-obj-3-18.jpg">

3x Whitening** Serum Power

SPF30: 96% UVB Protection

PA++: Extra UVA Protection

Active Vitamin B3: Lightens and brightens skin

Absorbs fast for a non-greasy feel

**3 times more skin lightening factors as compared with lotion without sunscreen and Vitamin B3.

BEST FOR : UNEVEN TONE, DULL SKIN, DRY SKIN.

Vitamin B3

Triple sunscreens

Block & White Radiance SPF20/PA+ Whitening Lotion allows maximum protection from the

harmful rays of the sun that can last for up to two hours. Long lasting enough so you won’t be

applying lotion time after time, thus, it saves the effort and cost. You would be worrying no more

because this lotion can help you aid your whitening regimen. It is also a fine combination for those who use whitening soaps. PA+ can protect the skin against UVA rays which is believed to be the major cause of skin darkening. PA+ can also aid our skin to prevent premature aging. It blocks the

sun’s UVB rays so it avoids sunburn which may eventually lead into skin cancer. It promotes skin

renewal for more effective skin whitening results in as early as two weeks. The product has Alpha

Arbutin which is believed to be the most effective yet expensive ingredient in skin whitening. Pro-

vitamin B5 is also present in the product which seals in the moisture so you won’t get dry and

greasy skin.

SOAP

KOJIE SAN

Block & White Radiance SPF20/PA+ Whitening Lotion allows maximum protection from the harmful rays of the

The whitening action of a 3-in-1 ingredient - blend of Kojic Acid, Glycolic Acid and Potassium Azelaoyl Diglycinate derivative in combination with botanical components : Pea Extract and Shea Butter that helps restore the luster of the skin and keeping skin healthier, clearer, softer and smoother feel.

SKINWHITE

SkinWhite Advanced Whitening Soap

PowerWhitening Our skin has naturally occurring dark pigments known as melanin.

The more melanin you have, the darker your skin.

Fight skin aging and whiten with this intensive beauty bar. Visible results in as early as 7 days!

With Vitanourish Formula that contains vitamin B5, B3 & E for intensive moisturization and protection from harmful UV rays.

This products uses Synchronized Whitening action through multiple actives to ensure you achieve your beautiful blush white skin ..

The more melanin you have, the darker your skin. Fight skin aging and whiten with this. . OLAY Whitening Creams to go beyond cleansing to whiten your skin! Its Triple Whitening System will exfoliate, brighten and even out your skin tone, giving you All-in-One Fairness. The formula is also infused with Papaya extracts, which is known to be used in whitening products because Papaya, a natural anti- oxidant is rich in nutrients and vitamins that together help skin remain clear, spot free and soft. It should be used daily and regularly along with skin creams as part of your beauty regime. Market Analysis: INDUSTRY ANALYSIS  The Filipinos’ major misconc eption about being beautiful is that you have to attain a light complexion. This perception was influenced by the Spaniards.  In 2007, Glutathione capsules became popular. Many people rode this bandwagon because of famous personalities that soon became endorsers. Innovation paved the way for Glutathione on injections. Later on, it became an ingredient for skin products like body soaps and lotions.  Belo essentials used to have isobutyl paraben which was banned by the Food and Drugs Association (FDA). This substance has been associated with breast cancer, tumors of the uterus, " id="pdf-obj-5-20" src="pdf-obj-5-20.jpg">

OLAY

Whitening Creams to go beyond cleansing to whiten your skin!

Its Triple Whitening System will exfoliate, brighten and even out your skin tone, giving you All-in-One Fairness.

The formula is also infused with Papaya extracts, which is known to be used in whitening products because Papaya, a natural anti- oxidant is rich in nutrients

and vitamins that together help skin remain clear, spot free and soft. It should be used daily and regularly along with skin creams as part of your beauty regime.

Market Analysis:

INDUSTRY ANALYSIS

The Filipinos’ major misconception about being beautiful is that you have to attain a light complexion. This perception was influenced by the Spaniards.

In 2007, Glutathione capsules became popular. Many people rode this bandwagon because of famous personalities that soon became endorsers. Innovation paved the way for Glutathione on injections. Later on, it became an ingredient for skin products like body soaps and lotions.

Belo essentials used to have isobutyl paraben which was banned by the Food and Drugs Association (FDA). This substance has been associated with breast cancer, tumors of the uterus,

abnormal development of the testes, infertility, and other reproductive problems. However, Intelligent Skin Care claimed that parabens are already removed from the product since 2009.

Advertising strategy

We’ll convince our target market through guy’s thoughts because guys rarely open up what they really think, especially about the women they like. So we’ll stir up our target’s curiosity.

SELLING STRATEGIES

Brand Positioning:

Brand Personality:

Princess days are over. In this campaign, women empowerment will be highly

emphasized. If Belo Essentials will be a living person, she’ll be a woman with a strong

personality and one who is unafraid to show who she wants to be.

Big Idea:

“It’s not about who you are now; it’s all about who you want to be.”

Rationale: It is for women who are afraid to unleash their true selves and improve their appearances (such as skin whitening) and are still hesitant because of the impending public criticisms or who are afraid of what others might think.

Tagline:

MEDIA PLAN:

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