2014 National Advertising Campaign

As Seen In

May 2014
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Over

www.L.A.COLORS.com

403M

I m p r e s s i o n s2 !

Social Media & Press Campaign

Melanie Patrick 12.10.13

DOLLAR STORE UPDATE

Acct F Power of B21

58% of all consumer units sold
Acct "F"
COSMETICS FACIAL MAKEUP
5%
CUSTOM TOTAL
- COSMETICSREMAINING
22%

COSMETICS EYE MAKEUP

17%

COSMETICS LIPSTICKS
8%

CUSTOM
TOTAL-NAIL
CARE
48%

Strong in Nail, Eye and Promotions

Acct D Example of the power of B21 $1

Acct "D"Percent of Sales by Segment

BEAUTY 21
FACE MAKEUP
12%
BEAUTY 21
LIPSTICK/GLOS
S/LINER/BALM
17%

BEAUTY 21 EYE
MAKEUP
40%

BEAUTY 21
NAIL POLISH
31%

Equals the total volume at WMT FYTD

WMT and the .98c SK what it told us

B21 Nov. SDK Sales by Demographic
Store Count
Avg. U/S/W

14.00
12.00

11.52

11.23

400
350

10.74

10.60

10.54

10.41

10.25

300

10.00
8.35

8.20

250

7.94

8.00
6.35

200

6.00
150

4.00

100

2.00

50

0.00

Type

URBAN GEN
EMPTY NESTER
MARKET

SUB GEN
MARKET

HIGHER
INCOME

URBAN
HISPANIC

URBAN
AFRICAN AM

RURAL GEN
MARKET

SUB AFRICAN
AM

RURAL
HISPANIC

SUB HISPANIC

RURAL
AFRICAN AM

Total

# Strs.

23

60

144

50

13

373

17

37

11

55

792

SC

11.16

11.46

11.61

10.50

11.47

10.07

10.10

8.50

7.45

6.83

6.19

10.02

Div 1

12.56

8.08

8.32

10.90

7.44

10.83

11.98

8.14

13.00

10.89

15.00 10.16

Combo

11.52

11.23

10.74

10.60

10.54

10.41

10.25

8.35

8.20

7.94

6.35

10.04

Avail.
Stores

205

164

1,163

216

164

77

635

167

39

153

81

3,064

$ Strs.

475

484

3,553

283

422

272

2,424

887

180

532

509

10,02
1

WMT Driven $1.00 concepts

CONCEPTS ON HOW TO WIN

End Cap Program Opportunity

L.A. COLORS Nail Bin End Cap

Total Initial program qty - 864 pcs

Initial Setup - 2 skus x 9pc ea/bin

L.A. COLORS Bulk Nail Polish Forecast

END CAP PROGRAM Estimated 8 slot
bins per row x
6 shelves (48 slots) each bin will hold 2
colors.
48 slots x 2 colors per slot = TOTAL
96 skus.

The program will produce

approximately 1.3 p/s/w per color
TOTAL 1.3 p/s/w per color x 96
colors = 124.8 p/s/w x 1,500 stores =
187,200 units/dollar per week
124.8 psw x 52 wks x 1500 stores =
9,734,400 units/ dollars per year.

RETAIL DOLLARS : $9,734,400

10

End Cap Examples

PDQ End Cap Program

Bulk End Cap Program

Free Standing Fixture Possibilities

2 Sided Bin
Display

4 Sided Spinning
Display

Execution Plan
Placement Options

Create Nail program on end cap

Creates a very impactful Attention Grabbing Nail
Center for consumers.
Keeping the program next to aisle in action valley
store for high visual impact.

Current Endcap

Execution

Products will come assorted PPK with BINS to be

placed on end cap shelf.
Endcap will hold Collections of Nail Polish, Nail
Decals, and Nail Polish Removers Pads
Labor will be reduced since bins will hold
assortment of colors and easily filled.
Open slots for consumers to put un-purchased
polish back in bins and maintain display
organization.

Reorder

Minimal item setup multiple colors per reorder

PPK.
Assorted mix of 96 skus to fill each row/shelf.
Assorted mixed PPK products by E3 Automatic
Refills.

WOW!
NAIL BAR
DESTINATION

*MULTIPLE PURCHASE POWER!

Beauty 21 Cosmetics, Inc. - CONFIDENTIAL & PROPRIETARY Information

These contents comprise of confidential and proprietary information belonging solely to Beauty 21 Cosmetics, Inc.. The use of the information contained are intended solely to the
individuals given and shall not be shared. Reproduction or dissemination of these materials and information is only permitted with the express written authorization of Beauty 21.

13

Execution Plan
Nail Polish Bins- Set Up Information
L.A. COLORS END CAP PROGRAM INCLUDES: 6 cases of
bins/products, bundled pre-pack bins, 1 header, 6 shelf
graphics and 1 page instruction.
STEP 1
REMOVE EXISTING PRODUCTS ON END CAP- remove
products, graphics and label from shelves. Clean shelves
by wiping all dust and any other debris. Adjust shelving
to a 6 tier end cap.]
STEP 2
You must open case #1 first- labeled C/NO 1 of 6Open First, Instructions Enclosed, to set up end cap
correctly. This case also includes necessary graphics and
instruction sheet.

STEP 3
Attach top header and shelf labels onto designated
shelf.
*Diagram A
Beauty 21 Cosmetics, Inc. - CONFIDENTIAL & PROPRIETARY Information
These contents comprise of confidential and proprietary information belonging solely to Beauty 21 Cosmetics, Inc.. The use of the information contained are intended solely to the
individuals given and shall not be shared. Reproduction or dissemination of these materials and information is only permitted with the express written authorization of Beauty 21.

14

National Advertising Campaign

L.A. COLORS - 2014 Trade Media Plan

Publication

March

April

May

June

July

August

September

October

November

December

Cosmopolitan
Published monthly

P4CB

P4CB
Email Text
Newsletter

Summer Splash

In Book & Online

Promo Listing

Added Value

300,000

300

23,058,056

15,412,000

Published every 3
weeks

P4CB
5/20 issue

P4CB
6/10 issue

4/8 Sensible for

Spring In Book
Listing

In Book
Annoucing
Sweepstakes

Enewletter
Annoucing
Sweepstakes

Email Blast
Annoucing
Sweepstakes

3,853,000

3,853,000

171,519

123,702

P4CB
9/23 issue
Icons & Idols
Reader Makeover & Event
& Full Page In Book
Advertorial of the
makeover sponsored by
LA Colors

P4CB
5/6 issue

Published Weekly

3,853,000

P4CB
7/1 issue

P4CB
9/9 issue

11,854,221

1/3 P4CB
1/3 P4CB
5/6 issue
6/3 issue Summer
Makeover 5/13
Beauty
issue Mother's
6/10 Cannes
Day

1/3 P4CB
8/8 issue
8/26 Fall Style
Special

1/3 P4CB
9/9 issue Fall Beauty
Special
9/23 issue MTV VMA's

Added Value
Audience

Icons & Idols Event

Sponsorship

Added Value

7,216,000

108,240,000

15

1/3 P4CB
12/2 issue
Holiday Gift
Guide
12/16 Holiday
Beauty Special

1/3 P4CB
10/7 issue
Emmy Awards

1
7,216,000

Life & Style

1/3 P4CB
1/3 P4CB
3/4 issue Spring 4/8 issue Drug
Beauty 3/11 Store Beauty &
Published Weekly
Oscar Style
Nail
3/18 Spring Nail 4/29 MTV Movie
Special
Awards

27,520,000
P4CB
10/14 issue

In Touch Weekly
1/3 P4CB
4/15 issue Kids
Choice Awards
4/29 issue MTV
Movie Awards

68,460,000

1/3 P4CB
6/3 issue Summer
Beauty Speacial
(cosmetics)
6/10 issue Mani
Pedi

1/3 P4CB
7/8 issue
Beach Perfect
Polish

1/3 P4CB
1/3 P4CB
10/7 issue
8/5 issue Beauty 1/3 P4CB 9/23 issue MTV
Emmy Awards
Bargins Under
VMA's
10/21 issue
$25
Beauty Awards

Added Value
Audience

Summer of Style
Party Event
Sponsorship

Added Value

4,300,450

1
5,250,000
6,891,063

P4CB

15

1/3 P4CB
12/16 issue
Holiday Beauty
Nail Special
12/23 issue
Holiday Beauty
Cosmetics
12/30 issue New
Year's Beauty &
Nail Special

TV y Novelas
Published every 3
weeks

P4CB
11/24 issue

Women's World

P4CB

P4CB

Nail Pro

400,000

Published Monthly

P4CB

Added Value

P4CB
2 In Book Editorial Mention

400,000

Price Is Right
4 Live Gaming Spots
Totals

62,874,168

23,358,356

First for Women

1/3 P4CB
3/4 issue Spring
Published Weekly Beauty Preview
3/11 issue Oscar
Special

Freq.

P4CB

Added Value
Audience

Added Value

Total
Audience

4 Live Gaming Spots

65,176,000

12

403,051,808

67

4 Live Gaming Spots

15