Hourly Submission Spring-2021

Department of Media Sciences

Subject: Elements of Advertising Name: Rafia Syed

Instructor: Dr. Erum Hafeez Id: 17483 (Gulshan campus)

Submission Day & Date: Thursday, April 8, 2021

Program: Bachelors in Media Sciences

Max. Marks: 25

Q1. Choose any one of your favorite international brands (10)

(from the existing product or service range). Identify and analyze the following elements.
in its ongoing advertising campaign at the international level:

1. Objective/s
2. Target Market & Segmentation
3. Message
4. Media Strategy
5. Estimated Budget

Sephora:
Sephora is a world’s largest personal care and beauty products retailer based in France.
Sephora sells beauty products such as makeup, skincare, body, scent, nail polish, beauty
equipment, body lotions, and haircare from over 3,000 brands as well as its own private label,
Sephora Collection.
Sephora has long been a haven for makeup lovers and frequent shoppers alike.
Sephora campaign My Beauty Power (2021):
Sephora had launched many campaign times to time but today Let us dig deep into the details
of Sephora’s recent campaign My Beauty Power which was launched on 18 February 2021.

Objectives:
Sephora gives the idea that their new campaign My Beauty Power is about strength. It is
about discovering what your inner beauty is, this campaign aims at offering an inclusive,
fearless environment to build strength and self-confidence through beauty in every part of the
world where the brand Sephora is present.
The basic objective was engaging with their customers by giving them a new meaning of
beauty that is distinct.
The other objective is to increase their sale as numerous beauty choices are introduced by
Sephora which catches all makeup lovers.
They wanted this campaign to create a platform where people will not just consume the
products but moreover love the brand which collected millions of passionate customers who
consistently turn to the retailer to look their best. Sephora stores help every shopper feel
welcome and find exactly the right product for her. The combination of innovative
technology, staff
training and a rewards program keep customers hooked on its loyalty. the campaign increases
60% loyalty of brand.
Sephora is unique in that it has retained the actual shop running within the lab in order
carefully test in-store experiences before releasing them. This allows Sephora to better
control its costs and, as a result, gain more value by higher margins.
This campaign of Sephora is promoted by Social media platforms like Website, Facebook,
Twitter, Instagram, Pinterest.

Target Market & Segmentation:

Sephora and their campaign used various target market & segmentation. the campaign
targeted women age of 20 to 50 But they also targeted many men as the campaign portrayed
beauty is regardless of age, gender, physique, or style using demographic segmentation.
Psychographic segmentation is also used as by the name My Beauty Power which attract men
and women to Sephora stores where product sections with richly decorated cosmetics that
would appeal to young girls and the black and white color’s theme of the store give a look
attractive to professionals.
The geographic segments are also seen as the campaign engage consumers in learning about,
selecting, and using beauty productions through media content such as pictures of products
and online advertising. Also, Sephora has stores around the world.
The campaign My Beauty Power use behavioral segmentation to build a pool of targeted
buyers and improve conversions at different points during the customer path.

Message:
Beauty is a playground for SEPHORA, through the campaign my beauty power gives
message that everyone has the power and the right to explore and define it as they see. It is
infinite because there are as many beauties in the universe as there are humans, and one
person can experience many different sides of it in a single day or lifetime. The tone of voice
of the campaign is that It empowers us to stand up for ourselves and respect ourselves.
Beauty is a tool of power and self-confidence, not a pattern, a scale, or a filter beyond
restrictions of the age and genders.
The campaign smartly played with emotional appeal. The campaign my beauty power hits
people's hearts, and it demonstrates the transformative force of beauty in all that beauty is a
strength that we all possess.
In the beauty industry, having a logo that conveys the right message to consumers is
important. Sephora, a store chain that sells a wide variety of beauty items from more than 300
brands, as well as its own name label on it.

Media strategy:
The campaign was released in cinema, TV, press, billboards, and digital media. The
campaign also advertised on social media like Facebook, Instagram, Twitter, YouTube,
Pinterest, Snapchat, and TikTok.
The campaign My Beauty Power was released on tv channels on Sunday evening 23rd
February and from 19th February, for 3 week it was shown in cinemas and until 25th February
it was shown on billboard sand in store from 18 February.
Today, Sephora has 19,227,392 Facebook fans; 20.1 million Instagram followers, 2.3 million
Twitter followers; 1.28 million YouTube subscribers; over 10 million monthly viewers on
Pinterest, and 126K followers on TikTok. They are using social media correctly. Sephora
delivered the dynamic ads of the campaign across Facebook News Feed and Instagram feed,
using placement optimization to deliver to the most efficient location due to this Customers
find the brand to be friendly, informative, and educational, which is one way they raise brand
recognition while still growing customer retention.
Estimated Budget:
The total anticipated budget which Sephora spend yearly is approx. $2 million.
The following chart shows the details.

Category Price range

Video production/campaign $350,000
YouTube Advertising $350,000
Promotions $100,000
Facebook Development $200,000
Social Media (Twitter, Snapchat, Instagram) $200,000
Applications $500,000
1000 stores $300,000

Q2. Assume that you are hired to launch the same brand in Pakistan for the first time.
(12)
How would you plan an effective advertising campaign keeping in mind the same five
elements from the local perspective?

1. Identify leading Objective/s in local context.

2. Define Target Market and Segmentations clearly
3. Develop a creative Message (including copy, layout, and logo)
4. Chalk out an effective Media Plan.
5. Prepare an estimated budget needed for the campaign.

Introduction:
Sephora a retailor brand which will not just bring innovation to the Pakistani beauty palette
but will also revolutionized the market by hitting the right chord of makeup lovers. The
company is known for its high-quality range of cosmetics and other beauty products. As
Pakistani always wanted Sephora to be launched in their country so it is dream come true for
them.
So, through a strong campaign idea Sephora will launched in Pakistan so people will attract
to it.
Sephora campaign Beauty Beyond Color:
Sephora had launched many campaigns times to time in different countries but today Let us
dig deep into the details of Sephora’s campaign Beauty Beyond Color which will launched in
Pakistan.

Objectives:
Sephora new campaign will be Beauty Beyond Color which is about that beauty is not
through fair color it is beyond that.
The primely objective of the campaign is to break the stereotype that beauty is dependent on
fairness and to give confidence to women to allow them to look up to themselves with pride
as in Pakistan the concept of beauty is all about skin color.
The other main objective is to repack the brand products with dark skin tone colors to make
understand the customers about the campaigns motive. As They wanted this campaign to
create awareness among Pakistani people but not only just to consume the products this
concept will engage customers and increased sales also.
As Sephora is unique retailer because of its innovative technology and it also provide
numerous beauty products so this campaign will also increase brand loyalty.
The promotions of this campaign beauty beyond color will be done through social media and
electronic media also.

Target Market and Segmentations:

The campaign will use various segmentations and target market. The campaign will target
primarily young girls aged from 15 to 25 but they also target adult women aged between 30
to 50 using demographic segmentation.
Geographical segmentation will also be there as the campaign localized to informing the
customer that there is a new store of Sephora is opening at the following location on the
following day.
Psychographic segmentation will also use as in Sephora stores different sessions of products
will be decorated according to the different age group of targeting audience.

Message:
This campaign beauty beyond color gives the message that beauty is not dependent on skin
color “Just like there is no color without white, there is no color without black. The campaign
tried to convey that everyone has their own beauty every woman is beautiful in her own way
so the tone of voice of campaign is that it will empower us to respect each other skin color
and accept ourselves proudly as what we are.
The campaign smartly used ethical and emotional appeals which will tug the string of
people’s heart as many women suffer with rejection due to dark skin color.
Layout and format:

Packaging:
Media strategy:
Sephora has strong media background. There are many online and offline media for
marketing.
For media planning of this campaign following media channels are chosen.
Magazines
The campaign will be released in Magazines on 5th February as magazine have a long shelf
life and Research has shown that 60 percent of readers trusted the advertisements, they saw in
magazines.
Newspapers
For further targeting the campaign beauty beyond color will be advertised in local
newspapers from 5th February is a great way to ensure a brand’s message stays local. This can
be important when selecting ad space based on demographics.
TV & Cable
This media is highly visual and can demonstrate products in everyday life of local Pakistani
as the average Pakistani watches approximately five hours of television a day so the
campaign will be released for 3 weeks from 6th February to 27th February.
Out of Home
Media such as billboards are large and get attention which is a common way of advertising in
Pakistan in a busy area, your message can reach 10,000 people in a month. The campaign
will be on billboards from 6th February onwards.
Social Media
social media is an extremely cost-effective medium. It is also extremely targeted, allowing
Sephora campaign to target by interests, age, marriage status, etc. the campaign will run on
Social platforms such as Facebook, Instagram, snapchat and which allows your Sephora to
connect more personally with consumers. It also gives your Sephora the chance for content to
go viral.

Estimated Budget:
The total anticipated budget is approx. Rs 30,000,000 which will Sephora spend on its new
campaign launched in Pakistan.
The following chart shows the details.
 Category Price range
Video production/campaign Rs 90,00,000
TV & Cable Rs 40,00,000
Promotions (magazines, newspaper & Rs 60,00,000
billboards)
Website Rs 35,00,000
Social Media (Twitter, Snapchat, Instagram Rs 75,00,000
&YouTube)

Total cost Rs 30,000,000

Highlight the points of distinction and similarity between the two campaigns and justify
(03)
Your choices with the sound reasoning.

Distinction:
The most important distinction between the two is the concept difference of campaigns as the
international one is about beauty is strength which we all possess which is irrespective of age
and gender but the local one is about beauty is independent of skin color.
The other dissimilarity if of target audience as the campaign my beauty power targeted both
men and women, but the campaign launched in Pakistan will only target girls and women.
One more distinction is of media strategy international campaign was released in cinema also
but local one will not because it will release in newspapers and magazines.
One big dissimilarity is of packaging.

Similarity:
the big similarity among the two campaign is that they create awareness about the
misconception of beauty. Both campaigns break the stereotypes of beauty that is irrespective
of age, color, physique, and gender.
The other similar thing is that they wanted to provide best chooses of makeup products to
their customers and one more that promotions are done in the same manner.

Justification:
I choose this idea beauty beyond color for Pakistani campaign firstly because I wanted to
create awareness among Pakistani people because Pakistani people think that beauty is all
about being having fair complexation that why to lightening their skin color, they used
different whiting creams that are harmful, so I wanted to convey them that beauty is beyond
having fair complexation. Everyone is beautiful in their own way.
Secondly, I used this idea for campaign as this campaign echoes strongly with Sephora’s
DNA, which aims to provide an inclusive, fearless community for people of all backgrounds
to develop self-confidence through beauty in Pakistan.