Curél Final Plansbook

Marley Agency
Abby Marley | Chandhni Jayakanth | Dylan Murphy | Bethany Sigman |
Aljon Almarez | Payton Aparicio | Eve Bratrud

TABLE OF CONTENTS
Executive Summary 8
Campaign Objectives 9
Situational Analysis 10
Target Audience Redinements 50

Media Plan 62
Media Buying Plan 99

Media Flowchart 101
Creative Plan 102
Sales & Promotional Plan 124
Key Performance Indicators 127

Budget Recommendation 129
Bibliography 140
Appendix 143

Marley Agency | Curél

1

Executive Summary
Curél has everything that a lotion needs: the ability to keep skin looking young, resilient and strong, including an
ingredient list and research to back it up. It is apparent that you can be the brand that women turn to when looking for a
lotion as they go through life.

However, the competition is fierce. You are in the market with many big players who have significant brand
awareness, as well as large advertising platforms. Well known brands such as Aveeno, Vaseline and Jergens are
dominating the market and drugstore isles.

You entrusted us with a task of making Curél known to a demographic that is relevant and perceptive. After
secondary research on MRI-Simmons and Mintel, the Marley Agency knows through research and findings that women
35 to 54 years old will be key in making this happen.

The majority of lotion users are women and more specifically, women who want to keep their skin young.
These women want a lotion brand that is transparent in their ingredients and can deliver actual results.

A national campaign that will position Curél as the only daily lotion with ceramides to protect and heal,
while keeping skin young, is what you need. Marley Agency is prepared to promote, educate and position Curél with a
strategic media plan and promotion plan that reaches the right audience.

2

Campaign Objectives

1. Raise National Awareness for Curél
2. Educate Women 35-54 on Ceramides
3. Position Curél as the Only Daily Lotion with Ceramides


3

Situational Analysis
The Market
Definition of the Relevant Market

Bodycare including lotion is under the Standard Industrialization Classification (SIC) code: 2844: Perfumes,
Cosmetics, and Other Toilet Preparations.1
Market Size & Growth Trends

According to the Bodycare and Deodorant 2019 Mintel Report, the market has shown steady growth since 2014,
due to the stable market and essential products. Bodycare products experienced an increase in usage in 2019 by 3.4% in
overall sales from 2018. The body care industry reached $6.5 billion in sales in 2019. Bodycare such as deodorant is seen
as an essential part in daily hygiene for some consumers while other products like body lotion are seen as non-essential.
Despite this, 34% of consumers report they are using body care products more often than they were a year ago2.
1
(Occupational Safety and Health Administration 2020)
2
(Guinaugh 2019)

4

Market Forecast
Body care and deodorant are expected to maintain steady growth through 2024 with a 15% sales increase (see
figure 1)3.

FIGURE 1: Total US Sales and Forecast of Bodycare and Deodorant, at Current Prices, 2014-244
3
(Guinaugh 2019)
4
(Guinaugh 2019)

5

Make-up of market by product type

The bodycare aisles in drug stores and grocery stores have a wide variety of products from oils to intense therapy
products. However, our agency discovered the two main types of products are daily lotions and advanced/therapy
lotions.

FIGURE 2: Breakdown of the Market by Product Type


6

Distribution of the total market

Simmons Research defines the market as lotions, creams and moisturizers. One way Simmons categories different
geographic areas is by Nielsen Regions, which consist of the South having the highest percentage of respondents
reporting using lotions, creams and moisturizers and Pacific having the second highest.

5
FIGURE 3: Moisturizers/Creams/Lotions Use by Nielsen Regions

Looking more specifically at states with high distribution, California is the highest, then Texas and Florida. Finally
the fourth state before a dip in the percentage is New York.
5
(MRI-Simmons 2019)

7

6
FIGURE 4: Moisturizers/Creams/Lotions Use by States Codes .

Simmons also breaks down lotions, creams and moisturizer users by the top Designated Market Areas. The top
DMA is New York. The second highest DMA is Los Angeles, with Chicago and San Francisco trailing behind.
6
(MRI-Simmons 2019)

8

FIGURE 5: Moisturizers/Creams/Lotions Use by Top DMA7
7
(MRI-Simmons 2019)

9

Significant trends or changes

Traditional body care products like hand and body cream, are more likely to be used than specialized products,
such as in-shower lotion by certain demographics. Those who are willing to use specialized body care products are
typically more engaged consumers, which is a smaller portion of the general population.

While specialty products are for a more niche consumer market, there are new products coming into play. Body
care products with hair removal ingredients are becoming more popular, as well as lotions with CBD (cannabidiol) and
hemp oil8.

8
(Guinaugh 2019)

10

Competitive Review
Product Quality
Curél is reviewed highly by consumers. On Curél’s website, and Amazon, the entire product inventory is rated
over 4 stars out of 5. The reviews and ratings on Amazon give praise to Curél products. A high volume of users claim it is
the best lotion on the market, exceeding expectations at a great value. A large quantity of reviews rave about the
product's non-greasy feel and the quick absorbing time. Curél’s culmination of extensive dermatological research has led
to becoming the leading body care brand in ceramide research.9

10

FIGURE 6: Amazon Comparison Chart
9
(“About Curél Skin Care” 2019)
10
(Amazon 2020)

11

FIGURE 7: Functionality Comparison Chart

FIGURE 8: Differentiating Features Comparison Chart


12

11
FIGURE 9: Curél.com Comparison Chart
11
(“Curel Products” 2020)

13

Pricing, sizes available and product features

Breadth of product line:
- Daily Healing Lotion
- Ultra Healing Lotion
- Itch Defense Lotion
- Fragrance Free Lotion
The average price of a Curél is $7.97 for a 20 oz. container. Each lotion contains advanced ceramide therapy to
restore skin, retain moisture and prevent dry skin.

FIGURE 10: Price per Size Comparison Chart

14

Gap Map Comparison Charts

Our agency created gap map comparison charts to help us understand Curél’s positioning amongst other daily
lotions in the market. This insight from gap maps will later help identify the unique selling point of Curél, the tagline for
creative promotions, and a positioning statement for the Creative and Sales Promotion Plan.

FIGURE 11: Gap Map Comparing Price of Product With Star Ratings

This gap map compares Curél against competitors products with the pricing and the star rating of the product.
The bigger circle with Curél is done intentionally to note that Curél is the only lotion with Ceramides in its ingredient list.
Since Curél has the only products with Ceramides, the agency created more gap maps to compare with other elements.

15

FIGURE 12: Gap Map Comparing Ceramides With Functionality of the Product

This second gap map focuses on comparing the functionality of the lotions with ceramides. Again, Curél is the
only lotion that contains ceramides while having products that vary in functionality - be it daily moisturization or dry skin
relief.

16

FIGURE 13: Gap Map Comparing Price of Product With Ceramides

And this gap map focuses on comparing the pricing of the products with ceramides. Curél is once again the only
lotion that contains ceramides while being priced similar to other daily lotions in the market.

17

Distribution of Product Category and of Individual Brands
Method of distribution - broker, DSD, distributor

Curél products cannot be purchased on Curél’s website but are available for purchase at other stores and online
retailers.
Place of distribution
Curél is distributed to drugstores, supermarkets and online retailers. Top places to purchase nationwide include
Amazon, Walgreens, Rite Aid, and CVS.


18

The Consumers
The size of the consumer market in terms of persons, households, purchasing units
Most adults use at least one kind of body care product. Traditional body care products like hand and body lotion
are much more likely to be used over more specialized products. Curél consumers are more likely to be married with
children, employed, and be homeowners12.
Frequency of purchase, usage rates, repurchase cycle, trial

For many people body care is considered to be a necessary part of one's personal care routine, 56% of consumers
use body care products on a consistent basis. When internet users 18 and older were asked which body care products
they had used in the past 12 months, 84% had used any body care product and 65% had used body lotion. (See graph
below) Sixty-two percent of consumers have used a hand creme/body lotion in the past thirty days. However, most
lotions have a large container which creates a longer purchase cycle than other body care products. Men are much more
likely to only use body care products for a specific reason such as having a skin condition however women tend to be

highly engaged in their body care regimen. 13

12
(MRI-Simmons 2019)
13
(Guinaugh 2020)

19

FIGURE 14: Have you used a hand créme or body lotion in the past 30 days?

FIGURE 15: Do you use body care products on a consistent basis?14
14
(Mintel 2019)

20

Definition of market by characteristics
Results from the cross tabulation of various age groups with Curél brand users showed that adults aged 45-54 had
the highest index (139) and vertical percentage (23.2%) amongst all age groups. Signifying that this age group uses
Curél 39% more than the general population. 15

FIGURE 16: Spring 2019 NHCS Adult Study 12-Month, Moisturizers/Creams/Lotions-Brands Mo: Curél, By Gender16

15
(MRI-Simmons 2019)
16
(MRI-Simmons 2019)

21

Women over-index usage of almost all body care products, more specifically women have much higher usage
levels of body lotion in comparison to males. The cross tabulation of gender with Curél brand users exhibited that
females had the highest index (118) and vertical % (60.85), using Curél 18% above average consumption. 17

FIGURE 17: Spring 2019 NHCS Adult Study 12-Month, Moisturizers/Creams/Lotions-Brands Mo: Curél, By Age18

17
(MRI-Simmons 2019)
18
(MRI-Simmons 2019)

22

When analyzing the relationship between Curél users and income levels, the data concluded that those with a
household income of $30,000 - $39,999 were 54% more likely than the general population to use Curél.19

FIGURE 18: Spring 2019 NHCS Adult Study 12-Month, Moisturizers/Creams/Lotions-Brands Mo: Curél, By Household Income20
19
(MRI-Simmons 2019)
20
(MRI-Simmons 2019)

23

Consumers knowledge and/or attitudes toward product category and individual brands
The most common attitude towards body care products is wanting to make one's skin feel good. Overall,
consumers choose products based on effectiveness but scent is still an important factor in their decisions. Men however
have been shown to dislike scents that are too strong in their products.
Factors influencing brand selection

Almost half of women feel that a product’s scent is as important as its effectiveness, but are less likely than men to
be willing to pay more for a scented product. The factors most important to users when shopping for body care
products are appealing fragrance being the most important, brand being second most important, and natural

ingredients being third.21

FIGURE 19: Select Benefits Sought in Bodycare Products, by Gender, April 201922

21
(Guinaugh 2020)
22
(Guinaugh 2019)

24

Trends or recent changes
Although some areas of the personal care category are expected to see a decrease in sales due to COVID-19, the
body care segment is expected to see even more growth in 2020 than originally projected. This is partially due to the
major increase amongst people washing and sanitizing their hands more often due to the spread of Covid-19. This has

resulted in consumers looking for products to help restore their distressed skin. 23

23
(Guinaugh 2020)

25

Dealers, Distributors & Brokers
Buying patterns
The weekly case movement of Curél varies depending on the drugstore or platform it is being bought off.
Safeway and RiteAid both revealed that their weekly case movement was zero. Curél body lotion is not selling well in
both grocery stores or drugstores. RiteAid revealed that they only sell 1-2 bottles per month.
Competitor’s Distribution:
Competitive Sales:

FIGURE 20: Competitive Sales
On Premise:
Curél and it’s competitors offer a section on their different body lotions and information about them. However, on
their website there is not a place to purchase products. All brands and competitors redirected to a different online store
such as Walmart, Walgreens or Rite Aid.

26

Off Premise:
Body lotion sales are dominated by off-premise sales, as there is no on premise sales. Off-premise sales have
increased in the past few years with a significant spike in the “other” section, which includes Amazon sales.

FIGURE 21: Premise Sales Comparison
Attitudes
Curél is present in grocery stores, drugstores, and online retailers. The main areas of distribution are through
Walmart, Walgreens, Target, RiteAid, CVS, Albertsons, Amazon, and Safeway24. The agency decided to do in-store
observations at both grocery stores and drug stores due to the spread out distribution of Curél. Online presence was
also checked for prices, reviews, and attitudes.

Grocery Stores and drugstores have a negative attitude towards Curél. Although Curél is present in both
drugstores and grocery stores, shelf space is very minimal. Based on in-store observations Curél was found to have two
spots and are either higher than eye level or at the very bottom of the shelf. Curél is featured in the face/body lotion
section of the store.
24
(“Where to Buy” 2020)

27

Mark-ups and promotional practices
Promotional practices at Safeway and Rite Aid included discounts with loyalty programs, incentives of buying, and
offered at a clearance price. Safeway offered $4.00 off when the customer was part of their loyalty program. RiteAid had
an incentive to buy one and get one 50% off. Amazon featured an online coupon of an extra $0.75 off one bottle of
body lotion.
Safeway Shelf Schematics: San Jose, California

28

RiteAid Shelf Schematics: San Jose, California
CVS Shelf Schematics: San Jose, California

29

Advertising History
Advertising expenditures
On the Leading National Advertising (LNA) results, there was no information on Kao Brands Co., the parent
company of Curél and Jergens, but the agency could find the annual advertising spend and measured media advertising
spending for Johnson & Johnson and Unilever. Johnson & Johnson is the parent company of body lotion brands Aveeno
and Neutrogena, while Unilever is the parent company of Vaseline.25
According to 2019 LNA results, Johnson & Johnson spent a total of $1,537 million on advertising in the United
States. More specifically, Johnson & Johnson spent $776 million on media advertisements. On the other hand, Unilever
spent a total of $1,363 million on advertising, specifically $640 million on media advertisements. The market share results
from LNA also shows that Neutrogena is the No. 8 selling personal care brand amongst other personal care brands.26
25
(Johnson & Johnson 2020)
26
(AdAge 2020)

30

Media analysis of media patterns and copy analysis of basic appeals being used by company and
competition
Johnson & Johnson: Aveeno

Aveeno has a long standing presence in television and print advertisements, where they focus on promoting their
products with keywords like “Moisturizing” and “Radiant”, as well as focusing on ingredients like Oats and Soy. Aveeno
also spends their advertising budget on digital advertisements, but not as much as they do for national TV and print
ads.27 On Aveeno’s Instagram, they have a total of 170 thousand followers with posts that deliver a certain aesthetic, as
well as heavily focusing on ingredients.28 Comparatively, they have the same advertisements as Instagram on their
Facebook, yet they have a heavier following in Facebook with over 1,650 thousands followers.29
Apart from their media presence and ad expenditures, Aveeno also heavily focuses on Influencer Marketing,
especially with a specific focus on macro influencers and celebrity endorsements. Jennifer Anniston has been the face of
Aveeno since 2013.30
27
(MediaRadar 2020)
28
(Aveeno 2020)
29
(Aveeno 2020)
30
(PageSix 2012)

31

Figure 22: Aveeno - Images of Copy of Advertisements retrieved from iSpot TV, Instagram and Google Images.
Johnson & Johnson: Neutrogena

Neutrogena on the other hand, has a heavy digital presence with advertisements on YouTube, Instagram and
Facebook. With their digital advertisements, they focus on a variety of colors despite having a specific color palette for
their brand. They also post very often on social media with their content targeted towards political and social
responsibility. They have over 5 million followers on Facebook, 852 thousand followers on Instagram, and over 40
thousand followers on their Twitter and YouTube platforms.
According to Neutrogena’s Advertiser Profile, they also have national advertisements on Snapchat, Television and
Print mediums that run occasionally.31 Their campaigns also focus on keywords like “hydration” and “supple skin.” Since
the 1970s, they focused on water being the most underrated ingredient amongst all skin care brands.32 Although
31
(MediaRadar 2020)
32
(eBay 2020)

32

Neutrogena is seen as a heavy competitor in the body lotion category, their advertising expenditures show a significant
focus in other products like makeup removing wipes and facial care products.

Figure 23: Neutrogena - Images of Copy of Advertisements retrieved from Google Images.
Unilever: Vaseline
According to Vaseline’s Advertiser Profile, the company spent their advertising dollars on digital and national
television advertisements.33 Apart from buying certain spaces of advertisements, Vaseline heavily depends on
programmatic display advertising. With the copy of their advertisements, there is a lot of content that focuses on
33
(MediaRadar 2020)

33

storytelling. “The Healing Project” focuses on the stories of people in crisis while other advertisements focus on uplifting
Black and Latinx communities.34
The aspect of storytelling does not just stop with television and digital advertisements. This content carries over
on their social media platforms, where they are heavily creating and posting content that focuses on the Black Lives
Matter movement. On Facebook, they have the highest following with almost 7 million followers, with Instagram trailing
far behind with about 65 thousand followers and Twitter with over 28 thousand followers.

Figure 24: Vaseline - Images of Copy of Advertisements retrieved from MediaRadar and Instagram.
34
(iSpotTV 2020)

34

Kao Brands Co.: Jergens
Jergens has had a very similar approach as Aveeno, where they have spent their advertising dollars on digital,
print, and national television.35 Jergens has chosen Leslie Mann as their macro influencer since 2015, and ever since, she
has appeared in national television and print advertisements for Jergens.36
Jergens has a low social media presence compared to other mentioned competitors, with about 600 thousand
followers on their Facebook and almost 50 thousand followers on Instagram. Jergens posts the same content on both
the platforms. The content includes aesthetically placed product photography that surrounds fresh ingredients with
bottles of Jergens’ lotion. They are also the only brand that has a presence on Pinterest where they post special offers
and promotions. On Pinterest, they have a total of three-thousand followers.

35
(MediaRadar 2020)
36
(iSpotTV 2020)

35

Figure 25: Jergens - Images of Copy of Advertisements retrieved from MediaRadar.
Kao Brands Co.: Curél

Looking at our own brand, Curél has a very strong presence in print advertisements. There have been a lot of
sales promotions done using print advertisements as well, increasing a brand awareness too.37 Along with that, Curél had
more television advertisements in the past but nothing significant lately. Therefore, investing more of the advertising
dollars into television would reach more of the target audience.
37
(MediaRadar 2020)

36

Along with traditional media platforms, Curél also has a low social media presence. With only 170 thousand
followers on Facebook, 7 thousand on Instagram and a thousand followers on YouTube. The digital presence on social
media is low and increasing the presence would be crucial to raise brand awareness.
As for the content on all of the said platforms, Curél has focused significantly on customer testimonials. Print
advertisements have featured elements like star ratings, customer testimonials and even sometimes, clippable coupons.
Curél has made its efforts to present the brand as one that satisfies customer needs. The customer testimonials and star
ratings carry over to Curél’s social media platforms as well, along with dermatologist testimonials and content that
expands on Curél’s body lotion benefits like “Advanced Ceramide Therapy,” “non-greasy,” “colorant-free” and
“fragrance-free.”

Figure 26: Curél - Images of Copy of Advertisements retrieved from MediaRadar and Instagram.

37

Sales & Promotions
Types and amounts of promotional activity

Curél mainly uses coupons for sales promotions. The coupons typically offer $2 off any one Curél Moisturizer and
$4 off any one Wet Skin Moisturizer.
Estimates of promotional expenditures in total, by item, by region and by season

Most of Aveeno’s promotional activity is spent on national television ads and print media. While they do not invest
in promotions on social media as much, they still have a relevant digital presence and utilize influencer marketing to
drive sales.

Neutrogena on the other hand, promotes very heavily on their social media. This is mostly done through
Facebook, Instagram, and YouTube. Other digital channels such as Snapchat and national tv spots are purchased and
aired on occasion. Print and tv ads are not their primary focus of their ad spending.

Vaseline spends the most on digital programmatic display ads and national tv ads. Although they do not invest in
their social media as much, they still have a fairly good presence and online following.

Jergens puts most of their ad dollars into national tv, print, and digital ads on websites. While their social media
presence is lower than the previous competitors, they still stay relevant with influencer marketing.

38

FIGURE 27: Sales Promotions - Ad Expenditures


39

FIGURE 28: Sales Promotion - Focus of Copy
Trade attitudes towards various forms of promotion

Much of the success seen in competitor brands comes from their presence on digital platforms such as social
media. Social media is becoming a very popular and primary form of advertising, and is utilized by many other beauty
and skincare companies. Social media is a great way for brands to be seen, talked about, and heard, because it is a quick
way to engage with new and old consumers of products. It is also easy to see customer product reviews and what the
brand’s followers interests and activity on their social media sites. Implementing techniques for a stronger social media
presence for Curél would be very beneficial in expanding their brand awareness and social media following.


40

FIGURE 29: Social Media Audit of Curél and Competitors


41

Challenges & Opportunities
Challenges
Need improvement for brand awareness.
Differentiate Curél from competitors.
Ceramides are relatively unknown to the audience.
Social Media presence is lacking.
Limited shelf space in stores.
Opportunities
Positioning Curél differently within the market.
Dominate the market in ceramides.
Educate the audience about ceramides.
Including social media in advertising and promotion strategy.
Implement sales promotions to drive in-store spending


42

Target Audience Redinements

Target Audience Recommendation
Based on research conducted through MRI Simmons, our agency recommends a target audience of females aged
35-54 with an annual household income of $100,000 or more38.

The results from cross tabbing those who use lotion with various age groups revealed that the highest indexes lie
among those aged 35-44 and 45-54 each using body lotions 5% more than the general population. Adults aged 45-54
and 35-44 had the highest indexes among Curél consumers as well.39

People in this age group over-index usage of almost all personal care products. This is partially due to some
beginning to see initial signs of aging and some hoping to reduce or slow signs of aging that are already apparent.40
Nearly one-third of adults aged 35-44 and 28% of adults aged 45-54 use anti-aging treatments, which aligns with a key

aspect of the brands positioning to “keep skin young”. 41

38
(MRI-Simmons 2019)
39
(MRI-Simmons 2019)
40
(Guinaugh 2020)
41
(Hennigan 2020)

43

42
FIGURE 30: Moisturizers/Creams/Lotions - Use?: Yes, By Age

A Mintel report found that women are much more likely than men to use almost all body care products (body
lotion included.) Additionally, men are more likely than women to believe that personal care products sold at specialty
stores are more effective than those sold at drug or grocery stores43

Another Mintel report discovered that men are less inclined than women to change their skincare routines and
limit the number of products they use.44 Data from MRI Simmons reported that females make up 67.7% of body lotion
consumers and 60.8% of Curél consumers, leading us to recommend females as our chosen target audience gender.45

42
(MRI-Simmons 2019)
43
(Guinaugh 2019)
44
(Hennigan 2020)
45
(MRI-Simmons 2019)

44

FIGURE 31: Moisturizers/Creams/Lotions - Use?: Yes, By Gender
46

According to Mintel, people with a household income of $100,000 or more were the most likely of all income
groups to use anti-aging treatments.47 This income group ranks the highest for using scented products less often than
the year prior.48 MRI-Simmons data revealed that 36.4% of lotion consumers have an annual household income of
$100,000 or more, resulting in this income group having the highest lotion usage among all household incomes. Those
who belong to this income group also make up 34.8% of Curél consumers, with all of the information presented
considered it led us to decide upon targeting those with an income of $100,000 or more.49

46
(MRI-Simmons 2019)
47
(Hennigan 2020)
48
(Hennigan 2020)
49
(MRI-Simmons 2019)

45

50
FIGURE 32: Moisturizers/Creams/Lotions - Use?: Yes, By Income

Furthermore, 63% of lotion users are married and 54% have children at home. Given the information presented,
our agency concluded that our target audience are likely to have stressful events occurring at home.51

50
(MRI-Simmons 2019)
51
(MRI-Simmons 2019)

46

Segmentation for our Target Audience

52
FIGURE 33: Health and Well Being Segmentation

For health and well being, our agency found that women 35-54 have the highest index for healthy holistics which
are people committed to healthy choices while shopping and eating. Healthy holistics care about the ingredients in
products they use, so transparency with a brand is important.
52
(MRI-Simmons 2019)

47

53
FIGURE 34: Retail Shopping Segmentation

For retail shopping the highest index is for Status Strivers who think shopping is fun. Status Strivers are willing to
go to different stores to get the products they need, which is important because grocery stores are not the most
common place to buy Curél, drugstores are, so consumers must be willing to go there as well.
53
(MRI-Simmons 2019)

48

54
FIGURE 35: Mobility Adoption Segmentation

The highest segmentation for Mobility adoption for our target audience is socialites, who use their mobile device
to stay connected with friends and interact with the world. This group also is expanding their overall social footprint
which is important to keep in mind when it comes to brand awareness.

54
(MRI-Simmons 2019)

49

55
FIGURE 36: Technology Adoption Segmentation

Apprentices have the highest index for technology adoption but are closely followed up by Journeymen. Those in
these two groups are users of new technology but price is still an important factor. People in these groups also rely on
the internet to learn and get information.

55
(MRI-Simmons 2019)

50

56
FIGURE 37: TV Product Placement Segmentation

For TV product placement, our target audience had the highest index for rejectors, meaning products placed on
TV might make them less likely to buy them – this is the opposite of the intended effect.

56
(MRI-Simmons 2019)

51

57
FIGURE 38: Movie Product Placement Segmentation

However, for Movie product placement, noticers were the highest index among women 35-54. Noticers pay
attention to brands when they are placed in movies but it does not enhance their desire to purchase these brands.

57
(MRI-Simmons 2019)

52

Target Audience Considered but not Recommended:
An audience our agency considered but does not recommend are women aged 65 or older. Upon the initial
analysis of the data shown through the cross tabulation of age groups with lotion users it was found the highest vertical
percentage belonged to those aged 65 or older, with 21.4% of this age group using lotion. This age group also had an
above average index of 102, meaning they are 2% more likely than the average population to use body lotion. Although,

this was still not as high as our chosen age groups of 35-44 and 45-54, which each had indexes of 105. 58

59
FIGURE 39: Moisturizers/Creams/Lotions - Use?: Yes
58
(MRI-Simmons 2019)
59
(Guinaugh 2019)

53

According to a Mintel report on bodycare, adults aged 65 or older had the lowest body lotion usage in the past
year, with only 54% agreeing they had used a body lotion this year.60 A separate report also revealed that those aged 65
or older were least likely to be spending more time on their personal care routine, with only 13% agreeing that they had
increased time spent on their personal care routines. Additionally due to the spread of COVID-19 over 40% of adults
aged 55 or older have increased the amount of shopping they do online versus in-person. 61
One of the campaign objectives was to drive in-store sales of Curél since this has been an area where Curél has
not seen as much success in comparison to the company’s online sales across platforms such as Amazon. As those aged
65 or older are increasing the amount of shopping they do online and with the prediction amongst Mintel researchers
that this is a trend that will continue to see growth amongst adults in this age group, it further solidified the reasoning
behind why women aged 65 or older are not best suited to be the ideal target market. 62

60
(Guinaugh 2020)
61
(Guinaugh 2020)
62
(Guinaugh 2020)

54

Media Plan
Media Objective
The media objective and goal of this campaign is to raise brand awareness for Curél body lotions. The Marley
Agency will be using various internet platforms like Instagram, Facebook, Pinterest, and YouTube as the primary
mediums to reach the media objective. Various key performance indicators like impressions, reach and engagement will
be used to track the success of the campaign. The primary, secondary and tertiary media choices will be equally spread
out throughout the year and targeted nationally with few media choices targeting specific designated market areas.


55

Media Strategy
When to target?
The chosen media will run through two different phases, with some running throughout the year. The phases are
strategically divided to accentuate creative and sales promotion tactics throughout the year.

The first phase will begin in January and run until the end of May, focusing on trade magazines, bulletins,
Facebook, Instagram and Pinterest. The tactic for the self-liquidating premium item sales promotion will run from
February to May.

The second phase will begin in October and run to the end of November, focusing on Facebook, Instagram and
Pinterest. These two months create heavy traffic in drugstores, due to people getting their Flu Shots. This is why the
sales promotion for coupons will run during this duration.

The all-year campaigns will focus on Facebook, Instagram, Pinterest, YouTube and Amazon Advertising solutions.
Where to target?
It is important to know which regions in the U.S. report use for body care products, including lotions. By
understanding where body care products are being used, the agency can determine places in the country where markets
will be more receptive towards our campaign.

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FIGURE 40: Bodycare Usage by Census Regions63

The heat map for body care product usage by census regions indicates that the highlighted states report a higher
use of body care products. Market areas within these states are likely to be more receptive to the advertising campaign.
63
(MRI-Simmons 2019)

57

64
FIGURE 41: Bodycare Usage by Nielsen Regions

The body care product by Nielsen Regions heat map highlights states that report higher usage of body care
products. This indicates that market areas along the Pacific coast and in the Northeastern regions of the U.S would likely
be more receptive to the advertising campaign.
64
(MRI-Simmons 2019)

58

FIGURE 42: Bodycare Usage by Designated Market Area65

The map looks at body care product usage by designated market area. Although these are all major cities, the
agency is aiming to increase overall brand awareness across the nation.

65
(MRI-Simmons 2019)

59

Media Quintiles
After determining the target demographic for the national campaign and calculating the cost efficiency analysis
for all available media, data from MRI Simmons was used to do further research to gain insight on the media
consumption of the target demographic.66
Outdoor
While looking at Outdoor, the target demographic is the highest consumers of the media, with over 16% above
the average consumption. The highest consumption quintile has been highlighted in green for easy reference.

67
FIGURE 43: Media Quintile Outdoor
Internet at Home and Internet at Work

With internet used at home and at work, the target demographic is also high consumers, with 19% above the
average consumption. The highest consumption quintile has been highlighted in green for easy reference.
66
(MRI-Simmons 2019)
67
(MRI-Simmons 2019)

60

FIGURE 44: Media Quintile Internet Home/Work68
Radio (All Day & Drive Time)

While comparing the radio media quintiles with all day hours and drive time hours, it was noticed that the target
demographics consumption of radio during drive time hours is the highest with 18% above the average consumption.
On the other hand, radio throughout the day fell in the 2nd highest consumption, denoting that most of the audience
consumed radio less during other times of the day compared to drive time hours. The highest consumption for the radio
drive time quintile has been highlighted in green while the highest consumption for radio all day has been highlighted in
orange for easy reference.

69
FIGURE 45: Media Quintile Radio Drive Time
68
(MRI-Simmons 2019)
69
(MRI-Simmons 2019)

61

70
FIGURE 46: Media Quintile Radio All Day
Television (All Day, Early & Late Fringe, Prime Time)

With Television, most of the target audience showed as low consumers, with the highest consumption of all day
TV being 16% below average, early and late fringe TV being 18% below average, and prime time falling in the middle
range with 5% below average. The highest consumption quintile has been highlighted in orange for easy reference.

FIGURE 47: Media Quintile Television All Day71

70
(MRI-Simmons 2019)
71
(MRI-Simmons 2019)

62

72
FIGURE 48: Media Quintile Television Early & Late Fringe

FIGURE 49: Media Quintile Television Prime Time73
Yellow Pages, Magazines & Newspapers

Moving on to print media consumption yellow pages, magazines, and newspapers, there was a sharp decline in
both yellow pages and newspapers. The target audience fell below the average consumption, 23%, for yellow pages and
about 19% fell below the average consumption for net newspaper reading during the week and during weekdays. On
the other hand, magazines were in the middle range with the target audience being 6% above the average
consumption.
72
(MRI-Simmons 2019)
73
(MRI-Simmons 2019)

63

FIGURE 50: Media Quintile Yellow Pages74

75
FIGURE 51: Media Quintile Newspaper and Magazines

74
(MRI-Simmons 2019)
75
(MRI-Simmons 2019)

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Cost Efficiency Analysis76
Newspaper
The two national newspapers the agency compared in the cost efficiency analysis were USA Today and New York
Times. The agency compared the cost-per-thousand (CPM) for a black & white full page display advertisement for the
weekly editions. The cost efficient option proved to be USA Today, with a CPM of $33.98

FIGURE 52: Newspapers
76
(MRI-Simmons 2019)

65

Outdoor
For the cost efficiency analysis for outdoor advertising, the agency selected cities that would likely best fit the
direction of the advertising campaign. The agency selected cities in states from all over the U.S. because this is a
national campaign. For all of the cities selected, highlighted in green, is the medium with lowest cost-per-thousand
(CPM).

66

FIGURE 53: Outdoor Advertising

67

Trade Magazines
For Trade Magazines and Publications, the agency did the cost efficiency analysis for specific publications like
Drug Topics, Drug Store News and Chain Drug Review. The most cost efficient options included full page color ads.

FIGURE 54: Trade Magazines

68

Magazines
For magazines, the agency found that Cosmopolitan, Food Network, Good Housekeeping and HGTV, were the
most cost efficient magazines to advertise for the target audience of women 35-5477.

78
FIGURE 55: Consumer Magazines .
77
(Kantar Media - SRDS 2020)
78
(Kantar Media - SRDS 2020)

69

Radio (Drive Time)
For the cost efficiency analysis of Radio Drive Time, the agency was able to retrieve the cost-per-point of different
quarters of the years, as well as the cost of different dayparts during that time of the year. The analysis points to certain
Designated Market Areas (DMAs) like Augusta-Waterville in Maine, Lebanon-Hanover-White River in New
Hampshire-Vermont, Watertown, New York and others as being cost efficient.

70


71


72


73

FIGURE 56: Radio

74

Television
For the cost efficiency analysis of Television, the agency was able to retrieve the cost-per-thousand (CPM) of 30
second advertisements in different dayparts and different networks. The analysis points to Prime Time Fox being the
most cost efficient, with a CPM of $23.19.

FIGURE 57: Television


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Media Recommendation
Media Targeting Strategies and Recommendations
Social Media
Facebook
For Facebook, carousel advertisements will run during the first phase from February to the end of May and the
second phase from October to the end of November. Meanwhile, traditional photo ads will run throughout the year.

The advertisements promoted during the two phases will specifically focus on a call-to-action to get the target
audience to participate in the sales promotion plan of the premium items and the coupons. These ads will be targeted
specifically towards the chosen target audience of Females 35-54, with occasional geographic targeting. Phase one will
run nationally throughout the United States, while phase two will be geographically targeted to states in the Northeast
and the West. Meanwhile, the traditional photo advertisements will run throughout the nation.

The agency chose to use Facebook as a medium because of the high media usage numbers. While analyzing the
Media Quintiles for Females 35-54 using Facebook, the target audience consumed Facebook 24% above the average
consumption.
Instagram
On Instagram, the campaign will follow the same ad types as Facebook. Since Facebook advertising and
Instagram advertising work together, it would be important to choose media that applies to both mediums. Along with
the ad types, the targeting methods will also remain the same as Facebook.

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FIGURE 58: Facebook and Instagram usage by Female, Ages 35-54 35-5479
YouTube
YouTube will have two different advertisement types. One will be a six second bumper video to highlight Curél’s
unique selling point. The other YouTube ad will be a 15 second video explaining ceramides. The ads will automatically
play before, during or after other YouTube videos. When viewers click on the ad it will send them to a landing page. The
YouTube ads will be targeted to specific geographic designated market areas and to English speaking Females, ages
35-54. Upon further research through MRI Simmons, the Media Quintiles for YouTube also proved to be high, with over
5% of the population consuming the medium above average.

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FIGURE 59: YouTube usage by Females, Ages 35-54
79
(MRI-Simmons 2019)
80
(MRI-Simmons 2019)

77

Pinterest
The medium Pinterest will have Graphic Interchange Format (GIF) advertisements that have a video format but no
audio. There will be a stronger emphasis on the tagline and unique selling point, as well as certain visuals of the Curél
bottles and crystals. Pinterest proved to be one of the biggest mediums for the chosen target audience, with 110%
consuming the platform above the average consumption.

For the choices, Pinterest will have the same ad type running during different times of the year. The year round
ads will run from January to the end of December and phase one will run from February to the end of May, all running
throughout the United States. Meanwhile, phase two will run from October to the end of November, with a specific
geographic targeting of states in the Northeast and the West. The targeting will be specific to English speaking Females,
ages 35-54.

FIGURE 60: Pinterest Usage by Females, Ages 35-54
81
81
(MRI-Simmons 2019)

78

Outdoor
With high media usage and cost efficient options, outdoor advertising is the secondary medium of the media
recommendation. After calculating a thorough cost efficiency analysis for all available outdoor ad types, the agency
recommends the use of Bulletins.82 The use of bulletins will allow our artistic elements to flourish in colossal fashion. All
bulletins will run in the month of January in ten different states. These states are chosen based on the heavy body lotion
consumption according to Designated Market Areas.

FIGURE 61: Cites Bulletin Advertisements Will Run
82
(Clear Channel Outdoor 2019)

79

Trade Magazines
Since Curél is primarily found in drugstores, such as RiteAid, CVS and Walgreens, the agency found the need to
advertise in Trade Magazines and Publications. Trade magazines target people who work in a particular trade or industry.
Trade publications keep industry members abreast of new developments in the industry. The target industry for this
campaign is pharmaceuticals and drug stores.
Amazon
Amazon is a customer-centric e-commerce platform that focuses on being a one-stop-shop for online consumers.
Since Curél does not have a huge presence online, Amazon is the one unique place the brand is able to take their efforts
to a higher level. Amazon not only serves as an e-commerce platform but also as an advertising solutions tool that helps
businesses and brands of all sizes constantly grow.
Amazon Advertising Solutions

Amazon Advertising Solutions consist of various advertising tools on and off the Amazon platform. Solutions
include but are not limited to Sponsored Brand Advertisements, Sponsored Product Advertisements, Sponsored Display
Advertisements, Amazon Demand Side Platform, Stores, and other custom advertising solutions. As per the goals of
Curél being to increase brand awareness and consideration, the agency recommends the use of Amazon Sponsored
Display Advertisements, Amazon Sponsored Brand Advertisements and Amazon Demand Side Platform.
Current Amazon Status

Curél Body Lotions serves as a vendor on Amazon, in which the products are sold and fulfilled by Amazon.

Curél’s products appear primarily on branded keyword searches. When searching for Curél, the brand’s products
appear at the second, third and fourth rows above the fold. Upon scrolling further, the brand loses its presence to other
competitors.

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It is evident that Curél has defended its own turf during searching for the brand name. While searching for the
name ‘Curél,’ there are Sponsored Brand Ads served for Curél.

FIGURE 62: Amazon Branded Search

When utilizing category keywords, such as ‘body lotion’ and ‘body moisturizer’ Curél’s products appear below the
fold in the bottom of the first page or sometimes even on the second page. Further, when searching for ‘ceramide
lotion,’ Curél’s products appeared in the bottom of the first page of results, below the fold.

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FIGURE 63: Amazon Unbranded Search

FIGURE 64: Unbranded Ceramide Amazon Search

82

Cetaphil, a much more expensive ceramide lotion focused on medical use, appears as sponsored brand ads for
unbranded keyword searches like ‘body lotion’ and ‘body moisturizer’ results. Sur.Medic+, another lotion focused on
medical use, appears as a sponsored brand ad on ‘ceramide’ searches. In short, since the goal is to raise brand
awareness and brand consideration, the agency believes there exists room for improvement so that Curél improves it’s
placement on Amazon for unbranded keywords.
Amazon Sponsored Brand Advertisements83

The Marley Agency is recommending Curél utilize Sponsored Brand Ads for search advertisements. With
Sponsored Brand Ads, Curél would be able to meet these specific goals:
- Raise brand awareness for Curél
- Own unbranded and branded keyword search
- Promote Curél’s range of products

In summary, the objective is to have Curél’s tagline of “Keep Skin Young - The Only Daily Lotion with Ceramides”
to stand out in a wide category of daily body lotions. Although Curél has an impressive presence with branded keyword
searches, it is equally important to make sure to get a brand presence within unbranded keyword searches as well.
Therefore, to achieve this, the agency recommends the use of the following keywords being specifically targeted
through broad match.
83
(Amazon 2020)

83

FIGURE 64: Amazon Keyword Bidding

84

Amazon Sponsored Display Advertisements
Amazon Sponsored Display Advertising is a self-service solution that helps to engage shoppers through the
purchasing cycle, on and off Amazon. Sponsored Display Ads not only help to drive brand awareness and consideration,
but also help grow on-Amazon businesses.84 Since Curél only has an online store only through Amazon, Sponsored
Display Advertisements would help Curél to further grow their brand. Sponsored Display Ads will help measure the
advertising metrics, and tailor the daily bid based on the performance of the campaign.
Amazon Demand-Side Platform (DSP)

Amazon DSP is a demand-side platform that enables advertisers to programmatically buy display, video, and
audio ads both on and off Amazon. Amazon DSP would help reach exclusive audiences, access unique, high-quality
inventory and even build a metrics-based strategy to better analyze a campaign that works for Curél.85 With Amazon
DSP, the agency recommends the use of the following:
Amazon Kindle Wake Screen Advertisements

Kindle Wake Screen Ads are static advertisements that are full-screen and high-quality that have a call-to-action
button to get the target audience to click and land on the store or product page. These advertisements are great to
increase brand awareness, as well as brand consideration. Also, it will be easier to have the target audience’s attention
since the Kindle Wake Screen Ads are presented one ad and each brand at a time.
Why did our agency choose Amazon Kindle Wake Screen Ads?
The Marley Agency recommends Amazon Kindle Wake Screen Advertisements because of the high number of
app and device usage amongst the target audience. While researching the usage numbers through MRI Simmons, the
84
(Amazon 2020)
85
(Amazon 2020)

85

numbers directed to over 24% of the average users reading books through Amazon Kindle. Therefore, the higher
numbers would assist in reaching a higher audience as well.86

FIGURE 65: E-books/Digital Device Usage Last 12 Months87
Amazon Audio Advertisements

Amazon Audio Advertisements on the other hand, focus on screen-free time - especially when the consumers are
in transit or just carrying on their work while they are listening to music, podcasts or even asking Alexa to play something
for them. Amazon Audio Ads help to extend the brand’s reach further beyond by participating in an ever-growing
medium with a growing inventory as well.
Why did our agency choose Amazon Audio Ads?

The Marley Agency recommends Amazon Prime Music Audio Advertisements because of the high number of
music streaming through the platform amongst the target audience. While researching the usage numbers through MRI
86
(MRI-Simmons 2019)
87
(MRI-Simmons 2019)

86

Simmons, the numbers directed to over 38% of the average users listening to music through the Amazon Prime Music
Service platform. Therefore, the higher numbers would aid in reaching a higher audience as well.88

FIGURE 66: Digital Music Services-Used Last 30 Days89
88
(MRI-Simmons 2019)
89
(MRI-Simmons 2019)

87

Media Considered but not Recommended
Consumer Magazines
Consumer Magazines were one of the most recurrent choices but the agency decided to go with the option of
Trade Magazines. Since current sales of Curél in drugstores is low, advertising the products and sales promotions on
trade magazines, specific to drug stores, is important and needed.
Radio
The cost-per-point analysis for radio (all time) pointed to being a cost efficient choice, but since the quintile
analysis was lower for radio (all time), the agency decided to not recommend it. Despite having higher quintile numbers,
radio (drive time) pointed to being a moderately less cost efficient media choice. Therefore, the agency decided to not
use radio at all.
Television
Although Television provides a lot of awareness and reach for brands, it was not something the agency decided
to pursue. This was due to the lack of media usage by the target audience (as per information from Media Quintiles) and
for being a very expensive option.


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Media Buying Plan

MEDIA FOR CONSUMERS
AMAZON ADVERTISING
Daily Budget $200
Cost-Per-Click $0.35
Average Number of Clicks/Day 571
Conversion Value 40%
Return on Ad Spend 9.1
Advertising Cost of Sales 10.90%
FIGURE 67: Media for Consumers - Amazon

MEDIA FOR TRADE
Trade Magazines
Name of
Magazine Impressions Ad Type Cost
Drug Topics 154,989 4-Color, per page 1 ti $4,096 $26.43
Chain Drug
Review 32,500 4-Color 1 page 1 ti $7,500 $230.77
Drug Store 4-Color Standard 1 page 1 ti
News 43,479 $8,425 $193.77
FIGURE 68: Media for Trade

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MEDIA FOR CONSUMERS
OUTDOOR
CPM A F We
City Type Impressions 35-54 ek Cost
Las Vegas, NV Bulletin 21,240,744 $12.74 4 $11,640.00

Houston, TX Bulletin 66,287,714 $17.62 4 $151,800.00
Atlanta, GA Bulletin 65,312,912 $17.64 4 $157,820.00
Dallas, TX Bulletin 73,442,365 $21.88 4 $212,160.00
Phoenix, AZ Bulletin 52,102,824 $26.36 4 $166,170.00
Milwaukee, WI Bulletin 21,521,336 $26.58 4 $74,375.00
Chicago, IL Bulletin 89,692,609 $28.72 4 $340,000.00
Philadelphia, PA Bulletin 77,224,752 $30.25 4 $296,725.00
Minneapolis, MN Bulletin 44,689,085 $32.13 4 $178,035.00

Gainesville, Fl Bulletin 3,551,302 $37.98 4 $21,240.00
Total $1,609,965.00
FIGURE 69: Media for Consumers - Outdoor

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Media Flowchart

FIGURE 70: Media Flowchart

This campaign will strive to increase reach because this is a national campaign. To drive reach nationwide, the
campaign will have two phases. Each phase will consist of advertisements and sales promotions. The first phase will run
from January to May and the second will run in October and November.
The first phase will start in January with trade magazines and our outdoor bulletin ads. Then in February,
the agency will launch the first set of ads on Facebook, Instagram and Pinterest nationwide.
The second phase will begin in October and will run through the end of November. This phase will contain
Facebook, Instagram and Pinterest ads. The second phase of the campaign will only run in specified states, as these are
the states where the coupons will be valid.

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Creative Plan
Positioning Statement:

For the strong, resilient women who seek to
preserve their skin, Curél i s the only daily lotion
containing ceramides that protect and heal skin
while keeping it young.

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Audience:
As a recap, the target audience is women aged 35-54, with a household income of $100k+, who are married with
children at home and often have stressful events occurring in their lives.
Key Insights:
As mentioned in the situation analysis in the competitive analysis section, Curél is the only daily lotion with
ceramides, with affordable pricing and impressive star ratings. This will be helpful in drafting the unique selling point and
tagline for the creative plan. Apart from that, the agency has also conducted further secondary research to better
understand the body care industry and its advertising trends.

According to research from Mintel Reports, the agency was able to see that body lotion consumers respond
better to products that include ingredients that help keep skin looking younger.90 Ingredients like retinol and
niacinamide are popular in facial skin care products and are beginning to rise within body care as well.

Since Curél is a leader in ceramide research, as well as having the Advanced Ceramide Therapy ingredients in
products, it is essential to tap into this unique selling point and trend. Ceramides are useful in healing dry skin and
protecting the layer of the skin cells so skin is well moisturized and rejuvenated. With seeing a rise in importance for
body care just like facial skin care, it is essential to let consumers know that ceramides can help them take care of their
whole body, just as much as they pay attention to their facial skin.
90
(Mintel 2019)

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Creatives Objective
To create brand awareness nationwide with women 35-54. The agency wants the demographic to know the
difference between Curél and other body lotion brands, which is the advanced ceramide therapy in Curél. To achieve
this, the agency will educate the audience about what ceramides do which is heal, protect and restore skin, while
providing younger looking skin. Through the use of sales promotions and advertising tactics like coupons and end cap
placements, the agency will be encouraging drugstores to increase Curél’s shelf space.
Explanation of Creative Strategy
Explanation of Creative Strategy:

What?
Improving brand awareness across America and owning the market as the only daily lotion with ceramides.
Who?
Women ages 35-54 who are looking for the key to keeping their skin young.
Why?
Curél is the lotion brand that is overlooked. Curél’s parent company, KAO, feeds Jergens the majority of funding,
leaving Curél with little advertising. Educating the demographic on ceramides while also positioning Curél as the
brand with advanced ceramide therapy.
How?
It will help educate the target audience in understanding what ceramides are and how they help skin heal and stay
young.

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Unique Selling Point:
Curél is the leading brand in ceramide research and has Advanced Ceramide Therapy in their products. Curél is
the only daily lotion with ceramides. Ceramides provide a natural barrier for the skin while locking in moisture and
keeping out environmental aggressors, preserving the healthy skin. Other lotions that have ceramides are not
considered as daily use, as they are seen for medical purposes.
Tagline:
Keep skin young - the only daily lotion with ceramides.
And why this is the tagline:

The objective of the message is to highlight Curél’s Advanced Ceramide Therapy in
each of their body lotion products. The ceramides are what helps improve moisture and protects the skin from
environmental aggressors. Whether someone has dry, irritated, and sensitive skin the ceramides will replenish and
repair the skin. Additionally, ceramides are the key factor in keeping the young skin that the target audience
desires.
Creative Brief:
What is our agency selling? Why is our agency here?
The agency will be a running nationwide campaign to increase brand awareness and market share.

Who is our agency talking to?
- Women ages 35-54.
- Income of $100,000+.
- Married women with children.
- Going through stressful life events such as raising children or children leaving home.

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- Women who care about the ingredients in the products they use.
- Willing to shop around for the products they want. They enjoy shopping.

Why? What is the most significant change our agency will create? Or what obstacles is our agency trying to overcome?
Curél is not selling well in drugstores, only 1-2 bottles a month. The market is dominated by well known brands
such as Aveeno and Jergens. The agency will make Curél noticed by consumers that shop in drugstores.

How? What is the most important thing the agency will say?
Curél’s unique selling point is the Advanced Ceramide Therapy in each product, which will give skin a younger
look.

What makes this believable? What are some key insights?
Women 35-54 want to look and feel younger. Ceramides will make this possible by helping keep their skin looking
young and healthy.


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Creative Tactics:
To achieve the creative strategies, there will be a series of advertisements to catch the attention of the
demographic, while educating them on the wonders of ceramides. The advertisements will include digital and outdoor
mediums to capture the frequency needed to increase brand awareness. The agency also includes print ads for trade
magazines to demonstrate the sales promotion and how it will help drugstores sell Curél. The presence of Curél’s
products on Amazon will also be utilized.

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Instagram:

On Instagram, the agency will launch a carousel advertisements series to educate viewers on what exactly
ceramides are and why they’re beneficial for the skin. These advertisements lead the viewer with the question, “wanna
know the secret to young skin?” and prompts them to swipe to find out. From there, viewers are able to swipe through
the key benefits of ceramides and learn about their protective, healing, and anti-aging properties. The agency kept it
simple by highlighting the main benefits with short explanations to further detail each one. The last slide will be different
according to the time of year the advertisement is running. In phase 1 of our campaign, the agency will advertise the
freebie promotion and in phase 2, it will have a $1 off coupon for any Curél product.

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Facebook:
Carousel Mockup:


99

The purpose of the Facebook advertisement is to educate the viewers on what ceramides are and how they
benefit the skin. The information provided will help not only current Curél customers but potential new customers in
understanding how reliable Curél’s body lotion products are towards healing and protecting their skin as a long term
solution. The viewer will then be shown a $1 off coupon for their next purchase on any Curél body lotion product
towards the end of the advertisement.

The advertisement uses colors similar to the packaging of certain Curél body lotions. The advertisement includes
different shapes and colors of crystals which exhibits healing and similar protective properties to how ceramides work.
The crystals and colors are also represented on the other creatives to keep things consistent. The bold text on each
scene represents the key takeaways of ceramides which is then supported by thinner text right below it.

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YouTube:
6 Second:

The purpose of the YouTube bumper advertisement is to create curiosity on what ceramides are and what they do
for your skin. Ceramides are what differentiates Curél from other daily lotions so capitalizing on this concept is vital. The
advertisement starts off with a wide shot of three body lotions which then zooms into a closer shot of the lotions. One
bottle is Curél and the other two are competitors, but there’s no branding or labeling on any of the bottles to make the
advertisement as subtle as possible. The advertisement will then show a statement saying “Only one of these daily
lotions contain ceramides” Then the scene will slowly transition to showing Curél branding and their body lotion
products. The last scene will also include where Curél products are available which will help in bringing in traffic.

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15 Second:

The 15 second YouTube advertisement mimics the style of the Instagram carousel advertisement in order to keep
things consistent throughout the creatives.The advertisement provides the same information about the healthy benefits
of ceramides. There is no call to action because the whole purpose of this advertisement is to continue to educate and
inform our targeted audience within the YouTube platform. By doing this it will help not only current Curél customers but
potential new customers in understanding what ceramides are and why it’s a powerful ingredient for the skin.

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Outdoor (Digital Bulletin):

Through the use of billboard advertisements, the agency is able to broaden the target audience and continue to
push the message of the campaign. It was chosen to showcase an eye-catching display of a woman’s leg along with the
design element of crystals, which exhibit healing, protective properties, similar to how ceramides work. The agency
continues to emphasize keeping skin young with Curél and being the only daily lotion with ceramides.

103

Amazon:
Amazon Sponsored Brand Advertisement:

Although the agency does not have creative control over the Sponsored Brand Advertisement design, this is a
mockup of how it looks on a search engine result. The tagline “Keep Skin Young with Curél - the Only Daily Lotion with
Ceramides” is customized according to the creative unique selling point and tagline.


104

Amazon Sponsored Display Advertisement:

On the other hand, the agency will have the creative freedom for the Sponsored Display Advertisements. Similar
to the Sponsored Brand Advertisement, the unique selling point and tagline will be projected in further depth, with the
image of the bottle being prominent as well. This is done with purpose so consumers are able to identify our bottle
in-store or on Amazon.

105

Amazon Audio Advertisement:

The Amazon Audio Advertisement focuses on compelling and powerful key words like young, nourished, and
restored. These common words will create a cohesive branding element and message of advertisements on other
mediums. This audio ad also focuses on educating the consumers about what ceramides are and how they are beneficial
and essential to the body care skin routine.

(MUSIC IN AND UNDER) (SOFT SENSUAL MUSIC)
Announcer 1: ‘Your skin craves to be young, nourished, and restored.
“Heal your skin with Curél. Featuring our Advanced Ceramide Therapy. Designed to replenish the natural skin barrier
and retain moisture. Healthy skin contains plenty of ceramides, resulting in keeping your youthful, resilient, and restored
appearance.”
“Nourish your skin with what it deserves. Curél, the only daily lotion with ceramides. Visit your nearest drugstore today.
Pick up a bottle of Curél and get young, resilient skin.
(MUSIC UP AND OUT)

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Kindle Wake Screen:
The Amazon Kindle Wake Screen Advertisement will have a similar layout to the outdoor bulletin ads. The central
focal point is on the woman’s legs with the tagline also being a focal point. There is also the use of crystals and specific
colors to connote healing.

107

Pinterest:
Sales Promotion Season Ad:

The agency recommends running two different Pinterest advertisements during the time of this national
campaign. The first will focus on promoting the sales promotion that will run at the beginning of the year. This pinterest
advertisement contains the catchy and sleek image of Curél’s promotional lotion bottle to catch the attention of
consumers when they are scrolling. The second advertisement is an image of Curél’s in-store coupon. Customers can
screenshot the Pinterest ad and scan the barcode next time they are at the store to redeem it.

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Year Long Digital

This yearlong pinterest advertisement will be a graphics interchangeable format (Known as GIF). The GIF will
feature multiple crystals flashing in, then the bottle of Curél will flash in the middle of the screen, finally the header “
Keep Skin Young with Curél. The Only Daily Lotion with Ceramides” appears at the very top. This GIF will catch the
attention of the target audience when scrolling through their newsfeed. In the description underneath the visual is the
URL to an Amazon page to give the consumers a call to action and to buy the product online. The agency also included
a graphic where it can see the Curél ad and how it will look on the newsfeed from the consumers point of view.


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Trade Magazine
Keep skin young with Curél; the only daily lotion with ceramides.


110

Below is the copy text for trade magazines:
Help your customers find a daily lotion with medical benefits. According to Mintel Insights, women are as likely to
indulge in body care, as they are on their facial care routine. Women tend to engage more in their body care regimen
than men and pay more attention to ingredients in the products they purchase. Ceramides are an ingredient to pay
attention to. Similar to how retinol has been seen as the ingredient for anti-aging, ceramides will be thought of as the
ingredient to keep skin young. Ceramides make up 50% of the skin’s protective barrier, locking in moisture and keeping
out environmental aggressors like irritants and pollution. Ceramides also hold everything in, preserving vitality and
moisture making them the perfect, long term solution for keeping skin young.
Curél is the leader in Ceramide Research, and the only daily lotion with Advanced Ceramide Therapy to help users
achieve young skin. This is why it is highly important to focus on marketing and promoting Curél to women. This will not
only raise awareness about the importance of ceramides in body care but also drive in-store sales for your drugstore.
Sales promotions will include a premium item to provide an incentive for your consumers to purchase Curél. The
premium item will be a reusable dispenser for lotions. The idea behind this is to provide your customers with something
they can use everyday. Lotion bottles often come in a variety of odd shapes and sizes that end up being crammed under
the bathroom sink. However, with this promotion, our agency is giving women a place to put their lotion, even if it isn’t
Curél. The elegant design can be left on the counter where it is easy to use. This will help drive drugstore sales because
there is an incentive to purchase Curél.
Your drugstore will be able to participate in this sales promotion when three cases of Curél are purchased. You
will receive 18 units of the premium item along with the three cases of Curél. The length of this sales promotion will
depend on how long the premium item is in stock in your store.
Sources: Bodycare and Deodorant - US - July 2019. Retrieved from Mintel Reports.


111

Sales & Promotional Plan

The main goal for sales promotion is to drive purchases in drugstores, as Amazon is the main point of purchase for
Curél products. Amazon already has sales promotions for Curél, including $2 off coupons, which is why the agency will
be focusing on sales promotions for in-store purchase in drugstores.
Self-liquidating premium item:

112

The first sales promotion will be a self-liquidating premium item, which will be beneficial for our campaign
because it adds another incentive. Consumers will receive a product that is not available any other way that will improve
Curél’s brand image.
The premium item will be a reusable dispenser for lotions. The idea behind this is to provide the demographic
with something they can use everyday. Lotion bottles often come in a variety of odd shapes and sizes that end up being
crammed under the bathroom sink. However, with this promotion, our agency is giving women a place to put their
lotion, even if it isn’t Curél. The elegant design can be left on the counter where it is easy to use and nice to look at.
Coupons:
The second sales promotion will be a $1 off coupon, which will help drive in-store sales, while also
generating product trials. This will be key for Curél because when a consumer tries your advanced ceramide therapy,
they could fall in love with it and become a loyal customer.
These coupons will be valid in October and November. The timing of this sales promotion is strategic because flu
season is during October and November, which means drugstores will have the added traffic of those who are getting
their flu shots. Along with the added influx of consumers from flu season, this coupon will be available as customers from
our first sales promotion run out of Curél. The purchase cycle of Curél products is around six months since a typical
bottle is 20 oz. The coupon will be included on our Pinterests ads, as well as our Facebook and Instagram carousel ads
for easy use.
This sales promotion will only run in specified states due to our research. Our agency was able to specifically
choose these states because the heat maps were made. These states reported having a higher use of bodycare
products, which in turn might make the residents more receptive of our sales promotion.

States: Maine, New Hampshire, Vermont, Connecticut, Massachusetts, New Jersey, Delaware, Pennsylvania, New York,
Washington, Oregon, and California.

113


114

Key Performance Indicators

The success of the campaign will be measured by tracking the following KPI’s.
Awareness: Social Media ads: Impressions & Engagement

Impressions and engagement will be tracked on social media marketing to measure success. Growth will be
tracked throughout all phases of advertising and sales promotions.
Conversion: Sales:
Meeting our goal of increasing in-store purchases in 2021.
Consideration: Promotions: Redemption

Tracking statistics regarding the coupon promotion throughout participating drug stores and by keeping track of
the premium item inventory.
Amazon Key Performance Indicators:

With Amazon Sponsored Search Ads, it is important to continuously monitor the success of the campaign.
Especially since our agency recommends the use of manual campaigning for keyword bidding, it would be important to
identify the Return of Ad Spending (ROAS). Return of Ad Spending (ROAS) is a performance metric that measures the
effectiveness of an advertising campaign.91

As mentioned in the media section, our agency will be dedicating $200 per day for keyword bidding. The average
cost-per-click of each advertisement will be 35¢. Therefore, the average number of clicks per day would be 571 clicks.
91
(Amazon 2019)

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Daily Budget ($200) / Average Cost-Per-Click per Ad ($0.35) = 571 Clicks

The pricing of each Curél bottle online is $7.97. A realistic projection would be to have 40% of the clicks convert
into sales. Therefore, if projected that 40% of the clicks convert into a sale, the revenue on Amazon per day would be
approximately $1820.

Price of a Curel Bottle ($7.97) x Number of Clicks (571) x 40% = $1820.35

The Return of Ad Spending (ROAS) is calculated by dividing the Conversion Value (Revenue) by the Advertising
Cost. After calculations, the ROAS per day would be 9.

Revenue ($1820) / Ad Spend ($200) = ROAS (9.10)

A good ROAS can vary by campaign but in general, a ratio of $4 revenue to $1 ad spend is seen as successful.
Since our ROAS is 9, the Marley Agency is confident that the daily budget for Amazon will help us meet the campaign
goals with ease. But the benefit with manual Amazon campaigns is that our agency is able to lower our bids and or
pause keywords with a low ROAS, which gives us the ability to cautiously spend our advertising dollars on only the most
effective elements.


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Budget Recommendation
Amazon
AMAZON ADVERTISING
Media Choice Ad Type Cost
Amazon Sponsored Brand Ads $73,000.00

Amazon Sponsored Display Ads $73,000.00
Kindle Wake Screen Ads
Amazon Demand Side Platform $420,000.00
Audio Ads
Total $566,000.00
FIGURE 71: Budget for Amazon

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Social Media (Facebook, Instagram, Pinterest and YouTube)
Phase 1:
● Facebook & Instagram $500 a day for four months = $60,000

● Pinterest $1,000 a day for four months = $122,000
● Bulletins run for the month of January in 10 cities = $1,609,965.00
Phase 2:
● Facebook & Instagram $500 a day for two months = $30,000 (in specified states)
● Pinterest $1,000 a day for two months = $63,000 (in specified states)
Year round:
● Two YouTube year round at $30 a day = $21,900.00

● Facebook and Instagram year round $500 a day = $182,500
● Pinterest year round $2,000 a day = $732,000

118

Outdoor
MEDIA FOR CONSUMERS
OUTDOOR
City Type Impressions CPM F A35-54 Week Cost
Las Vegas, NV Bulletin 21,240,744 $12.74 4 $11,640.00
Houston, TX Bulletin 66,287,714 $17.62 4 $151,800.00
Atlanta, GA Bulletin 65,312,912 $17.64 4 $157,820.00
Dallas, TX Bulletin 73,442,365 $21.88 4 $212,160.00
Phoenix, AZ Bulletin 52,102,824 $26.36 4 $166,170.00
Milwaukee, WI Bulletin 21,521,336 $26.58 4 $74,375.00
Chicago, IL Bulletin 89,692,609 $28.72 4 $340,000.00
Philadelphia, PA Bulletin 77,224,752 $30.25 4 $296,725.00
Minneapolis, MN Bulletin 44,689,085 $32.13 4 $178,035.00
Gainesville, Fl Bulletin 3,551,302 $37.98 4 $21,240.00
Total $1,609,965.00
FIGURE 73: Cost of Outdoor Bulletins

119

Trade Magazines
TRADE MAGAZINES
Media Choice Cost
Drug Topics $4,096.00
Drug Store News $7,500.00
Chain Drug Review $8,425.00
Total $20,021.00
FIGURE 74: Cost of Trade Magazines
The trade magazine advertisements on Drug Topics, Drug Store News and Chain Drug Review will focus on full
page color ads. These advertisements will run at the very start of the campaign, throughout the month of January.

120

Sales Promotions
Premium Item: Lotion Dispenser
This sales promotion is for drug stores to increase their shelf space with Curél products. The premium item
will be distributed to those drug stores that purchase a minimum of three cases. The Marley Agency is suggesting three
cases as the buy in because of Curél’s case movement being very low at the moment.
In each case there are 6 bottles of Curél, so our agency will supply each drugstore that decides to participate with
18 units of the lotion bottle and 18 items of the premium item. This is also estimating that around a third of RiteAids,
CVS stores and Walgreens in the U.S. will purchase three cases to participate. This gives us the total number of
dispensers needed which is 105,206 (18 dispensers for a third of all RiteAids, CVS stores and Walgreens in the U.S.).
For determining the cost of manufacturing, the Marley agency conducted research to find an estimate for a
product similar to our premium item. Our agency found that the price for manufacturing each dispenser will be $1.80,
which is how our agency reached our budget for our lotion dispensers of $189,370.80.
Coupons
The second sales promotion is the $1 off coupons that are valid in specific states at Walgreens, RiteAids
and CVS stores. The states that will be included in the coupons are Maine, New Hampshire, Vermont, Connecticut,
Massachusetts, New Jersey, Delaware, Pennsylvania, New York, Washington, Oregon, California. The total number of
Walgreens, RiteAids and CVS stores that will be involved in this sales promotion is 7,524 and our agency is budgeting for
a maximum of 50 coupons per store. This means our budget for $1 off coupons will be $376,200.
Total Cost for Sales Promotions: $565,570

121

Total Budget:
Budget Breakdown:
Budget given = $4.7 million for national campaign
Itemized Budget
Item Cost
Advertising $3,407,386.00
Sales Promotions $565,570.00
Cost of Production $705,000.00
Total $4,677,956.00
FIGURE 75: Total Budget Breakdown

122

MEDIA FOR CONSUMERS

Digital
Facebook & Instagram $272,500.00
Pinterest $917,000.00
YouTube $21,900.00
Amazon $566,000.00
Outdoor
Bulletins $1,609,965.00
MEDIA FOR TRADE
Trade
Trade Publications $20,021.00
Total $3,407,386.00
SALES PROMOTION
Sales Promotions
Premium Item $189,370.08
Coupons $376,200.00
Total $565,570.08
FIGURE 76: Itemized Budget by Medium

123

MEDIA FLOWCHART
Phase #1: January - May
Facebook and Instagram $60,000.00
Trade Magazines $20,021.00
Outdoor $1,609,965.00
Sales Promotion $189,370.80
Total $2,001,356.80
Phase #2: October - November
Sales Promotion $376,200.00
Total $469,200.00
Year Round
YouTube $21,900.00
Total $936,400.00
FIGURE 77: Itemized Budget by Phases

124

Figure 78: Media Flowchart By Percentage

125

FIGURE 79: Budget Breakdown by Percentage

126

FIGURE 80: Budget Breakdown by Price

127

FIGURE 81: Budget Breakdown Itemized


128

Thank you from our team!


129

130

Bibliography
“About Curél Skincare.” 2019. Curél. https://www.curel.com/en-us/about/.
AdAge. 2020. “Leading National Advertisers 2020 Fact Pack.” Leading National Advertisers.
https://s3-prod.adage.com/s3fs-public/2020-07/lnafp_aa_20200713_locked.pdf.
Amazon. 2019. “Amazon.” How to Optimize Your Return On Ad Spend (ROAS). https://www.youtube.com/watch?v=lT2tsH_zvwc.
Amazon. 2020. “Amazon DSP.” Amazon. https://advertising.amazon.com/solutions/products/amazon-dsp.
Amazon. 2020. “Amazon Sponsored Brands.” Amazon.
https://advertising.amazon.com/solutions/products/sponsored-brands?ref_=a20m_us_hnav_p_sb.
Amazon. 2020. “Amazon Sponsored Display.” Amazon.
https://advertising.amazon.com/solutions/products/sponsored-display?ref_=a20m_us_hnav_p_sd.
Aveeno. 2020. “Aveeno.” Instagram. https://www.instagram.com/aveenous/.
Aveeno. 2020. “Aveeno.” Facebook. https://www.facebook.com/aveeno/.
“Beauty & Personal Care.” 2020. Amazon. https://www.amazon.com/s?k=curel&i=beauty&ref=nb_sb_noss_2.
Clear Channel Outdoor. 2019. “National Advertising Rates.” Clear Channel Outdoor.
https://clearchanneloutdoor.com/how-to-buy/rates/.
“Curel Products.” 2020. Curel. https://www.curel.com/en-us/products/.
eBay. 2020. “Neutrogena Moisturizer Ad.” Pinterest. https://www.pinterest.com/pin/587016132668301078/.

131

Guinaugh, Olivia. 2019. “Bodycare and Deodorant - US - July 2019.” Mintel Reports.
https://reports.mintel.com/display/919752/?fromSearch=%3Ffreetext%3Dbodycare.
Guinaugh, Olivia. 2020. Bodycare and Deodorant: Inc Impact of COVID-19 - US - June 2020. N.p.: Mintel Reports.
https://reports.mintel.com/display/987032/.
Guinaugh, Olivia. 2020. Personal Care Consumer: Incl Impact of COVID-19 - US - July 2020. N.p.: Mintel Reports.
https://reports.mintel.com/display/987088/?fromSearch=%3Ffilters.category%3D25%26last_filter%3Dcategory.
Hennigan, Clare. 2020. Facial Skincare and Anti-aging: Incl Impact of COVID-19 - US - May 2020. N.p.: Mintel Reports.
https://reports.mintel.com/display/986982/.
Hennigan, Clare. 2020. Fragrance Trends in Beauty: Incl Impact of COVID-19 - US - November 2020. N.p.: Mintel Reports.
https://reports.mintel.com/display/987278/?fromSearch=%3Ffilters.category%3D25%26last_filter%3Dcategory.
Instagram. 2020. “Vaseline US.” Instagram. https://www.instagram.com/vaselinebrand/?hl=en.
iSpotTV. 2020. “Jergens.” iSpotTV. https://www.ispot.tv/brands/Itz/jergens.
iSpotTV. 2020. “Vaseline.” iSpotTV. https://www.ispot.tv/brands/d_r/vaseline.
Johnson & Johnson. 2020. “Johnson & Johnson Acquires Aveeno.” Johnson & Johnson.
https://ourstory.jnj.com/johnson-johnson-acquires-aveeno.
Kantar Media - SRDS. 2020. SRDS. https://next.srds.com/csearch/149775.
MediaRadar. 2020. “Aveeno Advertiser Profile.” MediaRadar. https://advertisers.mediaradar.com/aveeno-advertising-profile.
MediaRadar. 2020. “Curel Advertiser Profile.” MediaRadar. https://advertisers.mediaradar.com/curel-advertising-profile#Creative.

132

MediaRadar. 2020. “Jergens Advertiser Profile.” MediaRadar. https://advertisers.mediaradar.com/jergens-advertising-profile.
MediaRadar. 2020. “Neutrogena Advertiser Profile.” MediaRadar. https://advertisers.mediaradar.com/neutrogena-advertising-profile.
MediaRadar. 2020. “Vaseline Advertiser Profile.” MediaRadar. https://advertisers.mediaradar.com/vaseline-advertising-profileq.
Mintel. 2019. “Bodycare and Deodorant - US - July 2019.” Mintel. https://reports.mintel.com/display/919752/.
MRI-Simmons. 2019. “MRI-Simmons.” Spring 2019 NHCS adult study 12 month. https://simmonsinsights.com/.
Occupational Safety and Health Administration. 2020. “Description for 2844: Perfumes, Cosmetics, and Other Toilet Preparations.”
United States Department of Labor. https://www.osha.gov/sic-manual/2844.
PageSix. 2012. “Face of Aveeno?” PageSix. https://pagesix.com/2012/06/21/face-of-aveeno/.
“Quick Facts.” 2019. United States Census Bureau.
https://www.census.gov/quickfacts/fact/table/milwaukeecitywisconsin,gainesvillecityflorida,atlantacitygeorgia,houstoncitytexas,chicagocit
yillinois,phoenixcityarizona/PST045219.
“State Health Facts.” 2019. KFF.
https://www.kff.org/other/state-indicator/distribution-by-age/?currentTimeframe=0&sortModel=%7B%22colId%22:%22Location%22,%2
2sort%22:%22asc%22%7D.
“Where to Buy.” 2020. Curél. https://www.curel.com/en-us/where-to-buy-curel/.

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Appendix
Curel Findings
Ceramides:
Help form skin’s barrier
Help retain skin moisture
Protects skin against environmental aggressors (irritants and pollution)
Won’t clog skin
Website lingo:
Restore
Heal
Defend
Relief
Silky smooth, soft
Therapy
Hydration
Prevent dry skin from recurring over time
Non-greasy

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Gentle
Hypo-allergenic
Intensely satisfied
Eczema prone skin - gentle enough for babies 6 months +
Formulas/Ingredients:
Oatmeal extract
Vitamin E
Advanced Ceramide Complex
Jojoba and olive oils
Shea butter
Coconut milk
(Already shop for prescriptions at a drugstore so more than likely to check out aisles at the store too, advertisements in store?)
https://karolakarlson.com/instagram-ads-cost-and-bidding/
Insights useful for CREATIVE:
Focusing on “not only your facial skincare routine is essential, your body care routine is also essential”
Plastic and recycling - some promotion based on that?
Mintel Trend Rethink Plastic

135

Given that body care products are primarily used for moisturizing benefits, long lasting moisture is the top-cited benefit that consumers look for
when shopping the category.
Adults becoming more invested in body care routines
Although consumers tend to be more invested in their facial skincare routines, some are starting to see value in having a body skincare routine
too, as 34% of adults claim to be using body care products more often than a year ago.
Additionally, 41% of adults agree that having a body skincare routine is just as important as having a facial skincare routine, creating
opportunities for body care brands to boost engagement. For example, incorporating unique formats or ingredients that are typically found in
facial masks will not only capture consumer attention, but also transform bodycare into a more stimulating experience.
In fact, 34% of adults have not tried in-shower body masks, but are interested in trying, emphasizing market potential.
Category shoppers take a value and brand-driven approach
Nearly half of consumers agree that quality is more important than price, making it the top-cited shopping behavior. This is encouraging for
brands and retailers trying to sway adults to trade up to more premium options.
Bodycare and APDO are both highly consolidated and functional categories where brand often equates to trust and efficacy. Therefore, it is no
surprise that 43% of category users claim to always buy from the same brand. While this behavior suggests some loyalty, it also creates
challenges in capturing new consumers and encouraging trials of newer or less familiar brands.The bodycare aisles at Safeway in San Jose,
California were largely stocked with different types of lotions and even included therapy lotions and self-tanning products.
For the body lotion section, Aveeno and Jergens took up the majority of real estate on the shelf. Vaseline was the third most prevalent brand,
while Curél took up very little shelf space.

136

Products included: body lotion for daily use, intense or advanced care lotions, lotions of medical purposes including eczema and diabetes.
Pricing is dependent on the brand and product.
Aveeno products ranged from $9.99 to $11.99.
Jergens products ranged from $8.99 to $10.99.
Vaseline products ranged from $3.99 to $8.99.
All Curél products were $9.99.
The body care aisle at RiteAid in San Jose, California consisted largely of Jergens products. Gold Bond was the second most prevalent brand in
the aisle, with Aveeno coming in at third. Again, Curél took up very little shelf space
Products included: body lotion for daily use, intense or advanced care lotions, lotions of medical purposes including eczema and diabetes.
Pricing is dependent on the brand and product.
Jergens products ranged from $7.69 to $10.99.
Gold Bond products ranged from $10.49 to $13.49.
Aveeno products ranged from $9.99 to $14.99.
Curél products ranged from $8.29 to $12.49.

137

Curél Final Plansbook

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Aljon Almarez | Payton Aparicio | Eve Bratrud

Target Audience Redinements 50

Media Buying Plan 99

Creative Plan 102

Sales & Promotional Plan 124

Key Performance Indicators 127

Marley Agency | ​Curél

Marley Agency | ​Curél

Marley Agency | ​Curél

Definition of the Relevant Market

Market Size & Growth Trends

Marley Agency | ​Curél

Marley Agency | ​Curél

Make-up of market by product type

Marley Agency | ​Curél

Distribution of the total market

Marley Agency | ​Curél

Marley Agency | ​Curél

Marley Agency | ​Curél

Significant trends or changes

Marley Agency | ​Curél

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Marley Agency | ​Curél

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Pricing, sizes available and product features

Marley Agency | ​Curél

Gap Map Comparison Charts

Marley Agency | ​Curél

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Marley Agency | ​Curél

Distribution of Product Category and of Individual Brands

Method of distribution - broker, DSD, distributor

Marley Agency | ​Curél

Frequency of purchase, usage rates, repurchase cycle, trial​

Marley Agency | ​Curél

Marley Agency | ​Curél

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Factors influencing brand selection​

Marley Agency | ​Curél

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Safeway Shelf Schematics: San Jose, California

Marley Agency | ​Curél

CVS Shelf Schematics: San Jose, California

Marley Agency | ​Curél

Marley Agency | ​Curél

Johnson & Johnson: Aveeno

Marley Agency | ​Curél

Johnson & Johnson: Neutrogena

Marley Agency | ​Curél

Marley Agency | ​Curél

Marley Agency | ​Curél

Marley Agency | ​Curél

Kao Brands Co.: Curél

Marley Agency | ​Curél

Marley Agency | ​Curél

Types and amounts of promotional activity

Estimates of promotional expenditures in total, by item, by region and by season

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Trade attitudes towards various forms of promotion

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Frequency of purchase, usage rates, repurchase cycle, trial

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Factors influencing brand selection

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FIGURE 42: Bodycare Usage by Designated Market Area65

Marley Agency | Curél

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Radio (All Day & Drive Time)

Marley Agency | Curél

Television (All Day, Early & Late Fringe, Prime Time)

Marley Agency | Curél

Yellow Pages, Magazines & Newspapers

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