FINAL - COPYWRITING PORTFOLIO by Elena Carruthers https://padlet.com/carrut38/relj48sqq2pca9qb en-us 2023-05-02 19:49:15 UTC 2023-05-02 22:32:00 UTC hello@padlet.com Rare Beauty carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575715836 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.

]]> 2023-05-02 19:56:46 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575715836 Print Ad #1 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575729801 2023-05-02 20:12:40 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575729801 Print Ad #2 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575732771 2023-05-02 20:15:56 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575732771 Print Ad #3 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575734745 2023-05-02 20:18:21 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575734745 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575759874 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
]]> 2023-05-02 20:50:42 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575759874 Creative Strategy Statement carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575762340 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.]]> 2023-05-02 20:54:01 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575762340 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575768750 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.]]> 2023-05-02 21:02:33 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575768750 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575770282 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.
]]> 2023-05-02 21:04:51 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575770282 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575774301 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.
]]> 2023-05-02 21:11:01 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575774301 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575775521 2023-05-02 21:12:55 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575775521 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575780186 2023-05-02 21:20:02 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575780186 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575781106 2023-05-02 21:21:20 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575781106 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575790459 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.]]> 2023-05-02 21:36:01 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575790459 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575810823 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.
]]> 2023-05-02 22:08:58 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575810823 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575816759 2023-05-02 22:18:24 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575816759 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575817348 2023-05-02 22:19:19 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575817348 carrut38 https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575823474 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.]]> 2023-05-02 22:29:32 UTC https://padlet.com/carrut38/relj48sqq2pca9qb/wish/2575823474