Marketing 380 Product Proposal

Product Idea
Imagine you’re standing in the makeup aisle at Target searching for a new foundation to wear for
a big work event tonight. You are in a time crunch and which concealer is going to work best for
your skin type. You also want something affordable, sustainable, and cruelty-free. That’s where
we come in.

Exposé allows consumers to scan product barcodes or type product names and other keywords
into a search engine to bring up results of products that match their exact specifications. Each
result comes with hundreds of customer reviews similar to the platform Yelp. Exposé ultimately
streamlines the process of understanding and learning about new products. The app aims to
provide a hassle-free beauty purchasing experience, whether in-store or online.

- “Yelp” for makeup

- Real reviews
- Quizzes
- Filtered results
- Influencer collaborations
- Opportunity to receive brand coupons

Value proposition:
- Authenticity
- Easy
- Connecting consumers to quality products

Target Market:
- The 12-30 year-old woman
- Tech savvy
- Wears makeup
 - Trust/read reviews

We chose this market segment because young women start using makeup as early as 12 years
old! The range of 12-30 years captures the wider array of tech savvy women who would benefit
from this app.

Main Competitors:
- Influenster - A product discovery and review platform for consumers. Categories include
everything from makeup to snacks and beverages. The app version launched in 2014.
This platform has a large consumer base and offers free samples to attract more
consumers, something Exposé needs to overcome with Influenster as a competitor.
- L’Oreal Makeup Genius - App that lets you virtually try on makeup products, explore
expertly curated looks and share with your friends. The app is only available for Android
users. This app creates a strong connection between L’Oreal and its consumers.
- Sephora and Ulta - These large beauty retailers offer products online where consumers
can also write reviews. However, product offerings are not curated when searched. At
Exposé, we will have all brand offerings while Sephora or Ulta only market the products
they sell at their store which gives Exposé an advantage over other platforms.

Distribution Channels:
- App Store - By making Exposé available on the app store, it gives consumers the ability
to search for products on the go. The app will be especially convenient for consumers
when they are in the situation of having to find a product quickly and efficiently while
shopping.
- Google Store - The Google Store will allow us to target all desktop and laptop users. The
software will be especially useful when consumers are researching products before they
purchase them online.

Brand Identity:
- We want to “expose” the beauty industry and showcase a product's true value. We chose
Exposé as a name to let customers know this is the core of our platform. Yellow was used
to show our new and fresh perspective on things. Finally, the magnifying glass is our
signature icon, on Expose, we take a closer look at all products to streamline a customers
cosmetic shopping experience.

App Icon
Kickstarter (view our page here)
Goal: $35,000
Levels of Investment:
- $10 or more - Those that invest $10 in getting Exposé will receive branded stickers.
- $100 or more - Investors will receive early access to the Exposé platform as well as 15%
off a product from a featured brand.
- $1,000 or more - Those that pledge $1,000 will receive a Q & A session with one of our
beauty experts to get all their beauty related questions answered.
- $5,000 or more - Individuals that pledge $5,000 or more will receive our Beauty
Ambassador Package which comes with the option to Beta Test the platform, early access
and special ambassador discounts. Other products in the package include face masks, a
pop socket, a blanket, and a beauty blender to allow individuals the ability to rep Exposé
wherever they go.

Project Description
Once our funding goal has been met, Exposé will put a large sum of the funds toward app
development and beta testing. We want this application to be as streamlined and user-friendly as
possible, so our major focus is funding the user experience. We also are interested in conducting
research and gathering feedback from our segmented market on what they would like to see from
Exposé that would make it the best it can be. Finally, we will put part of our funds toward the
beginning stages of raising awareness of Exposé through a number of strategies, including but
not limited to: partnering with “YouTubers” to endorse the brand, developing a social media
presence on Instagram and Twitter, and establishing a presence on college campuses to bring
awareness to 18-22 year olds (a similar concept to Bumble’s marketing strategy). We will
maintain consistency with our brand identity throughout all of these steps, and especially utilize
our video materials and physical ads such as stickers and pop sockets. You can view our promo
video on our Kickstarter page.