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An ad that will be used for transit advertising

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This print ad that I developed was to make the audience aware Cliganic's cotton balls are organic and 100% cotton. This ad highlights the benefits of living a natural lifestyle and having healthier skin.

The media strategy for this ad is to place it in in-store advertisements such as Walmart, Target, and Walgreens. The tactic is to showcase this ad during the summertime season. Messaging strategies include the feature strategy because the ad presents the product feature that relates to the consumer's needs. It also uses the brand-centric strategy because the ad focuses on the brand's message of living organically.

Creative Strategy Statement
To convince people who value organic products that Cliganic Cotton Balls are healthier for your skin and the environment rather than regular cotton balls.

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Client: Rare Beauty

Title: “Discover Your True Beauty”

Words: 96

AUDIO

OPENING MUSIC- Pocketful of Sunshine

ANNOUNCER VO: Are you searching for a makeup line that provides a natural look that enhances your features? The Rare Beauty makeup collection by Selena Gomez has lightweight, breathable, and airy products that make you feel good, confident, and empowered. Our feel-good formulas go on skin easily for adjustable coverage and a fresh finish that always looks like you. We believe that makeup does not have to transform your face into someone who you are not, and we aim to bring out the confidence and acceptance of yourself. Discover your true beauty with Rare Beauty. Real, Reliable, Rare.

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The type of headline is the product as the star headline. The messaging strategy used is the product-focused brand-centric strategy.

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Nine New Headlines for Rare Beauty

1. Discover your True Self with Rare Beauty.

2. Selena Gomez’s Feel-Good Formulas That Go on Easy.

Celebrity Endorsement Headline

3. Enhance What Makes You Unique with Rare Beauty.

Product as the Star Headline

4. Be Natural. Be Confident. Be You.

5. Embracing your Inner Beauty

6. Blush That Makes You Pop!

Hyperbole Headline

7. Why Cover Up Imperfections When You Can Embrace YOU!

8. Airy, Breathable, and Lightweight Products.

9. Heavy Coverage? Find your Natural Beauty Instead.

Three New Slogans for Rare Beauty

1. There is power in being vulnerable.

Imperative Statement Slogan

2. Real, Reliable, Rare.

Alliteration Slogan

3. Makeup That Goes on Skin Like Butter.

Simile Slogan

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Cause for Advertising

To influence the audience that Rare Beauty products accentuate your features in the best way possible. Our feel-good formulas go on skin easily for adjustable coverage and a fresh finish that always looks like you.

Audience

The targeted audience is Gen Z and Millennial females, middle class with no preference on location. They want a product that makes them feel good and brings out their best natural features. We want to target consumers that want a lightweight natural makeup look, and consumers that support each other’s beauty while embracing their own uniqueness.

Brand Competitors

Kylie Cosmetics, Fenty Beauty, Urban Decay, Tarte, NARS, Too Faced, NYX Cosmetics, M.A.C.

What the Consumer Thinks

The consumer currently thinks that the makeup products do not have enough coverage to cover up their imperfections.

What We Want Them to Think

Rare Beauty products give the consumer a natural lightweight look that still looks like you, just enhancing natural features. Makeup does not have to transform your face into something you are not. We aim to bring out consumers' confidence and acceptance of themselves.

Why They Should Buy Our Products

Consumers should buy Rare Beauty products to discover their true beauty.

The Big Message

Rare Beauty is makeup to feel good in, without hiding what makes you unique.

Creative Strategy Statement
To persuade young women that Rare Beauty products will bring out self-confidence because of its natural lightweight ingredients, enhancing their features.

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The type of headline is the celebrity endorsement headline. The messaging strategy used is the consumer-focused benefit strategy.

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Media Channel and Tactics

The ad will run in in-store advertisements such as Ulta, Sephora Target

Media channel would be radio stations targeted toward younger audiences (Spotify and podcast ads)

Tactic: Midday (10 AM-4 PM)

Messaging Strategy

Consumer-Focused Benefit Strategy

Creative Strategy Statement

To persuade young women that Rare Beauty products will bring out self-confidence because of its natural lightweight ingredients that empower you.

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Placement of where the ad will be for transit advertising

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The messaging strategies for the new headlines and slogans fall under the consumer-focused benefit strategy and before and after strategy. These new headlines showcase Rare Beauty's brand message and highlight the lightweight and natural features of the product that would benefit the consumer. The new slogans catch the consumer's attention from its powerful statements and the catchy simile slogan.

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The headline used in this ad is the results headline. The messaging strategy used it the product-focused testimonial strategy.

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Our mission is to persuade young women that Rare Beauty products will give them a comfortable and natural feel to their skin while boosting their confidence.

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The TV (video) script and storyboard showcase the consumer benefits the products give them, making the messaging strategy of the ad a consumer-focused benefit strategy with a lifestyle approach. The ad highlights the confidence and positive feelings the narrator Selena Gomez has after she applies the products to her skin. The purpose is to show confidence walking outside wearing the Rare Beauty makeup products, and the style is poised and positive. Tactics include running the ad on entertainment TV channels targeted toward younger adult audiences, such as E!, MTV, and Disney, and running midday (10 AM-4 PM) during the summertime seasons.

Creative Strategy Statement
To convince young women that wearing Rare Beauty makeup products will boost confidence and the feeling of empowerment.

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Cliganic will use the tactic of placing transit advertisements that will be on the sides of bus stop shelters and taxis. The messaging strategy that will be used for these advertisements is a brand-centric strategy. My role was to develop the idea of the media strategy that will be used. The advertisements will be located in major cities across the country such as New York, Nashville, Chicago, Seattle, Dallas, and Los Angeles. These will run throughout the Spring and Summer seasons (May 1, 2023 - August 31, 2023) while many people are outside to see them. They will create buzz by promoting that for every bag of Cliganic Organic Super Jumbo Cotton Balls purchased 10% of proceeds are donated to the American Skin Association.

Creative Strategy Statement
Our Cliganic campaign is integrated with the American Skin Association because Cliganic values organic and natural products which align with the organization’s values.