Beauty Bakerie

Cosmetics

Marketing Plan by Trina Ford

Situational Analysis
 External Environment: Regulatory
• The two most important laws pertaining to cosmetics marketed in the United States are the 
• Federal Food, Drug, and Cosmetic Act (FD&C Act)
• Fair Packaging and Labeling Act (FPLA)
• The FD&C Act defines cosmetics by their intended use, as "articles intended to be rubbed,
poured, sprinkled, or sprayed on, introduced into, or otherwise applied to the human
body...for cleansing, beautifying, promoting attractiveness, or altering the appearance"
• The FD&C Act prohibits the marketing of adulterated or misbranded cosmetics in commerce.
• FDA requires a list of ingredients for cosmetics marketed on a retail basis to consumers. Cosmetics
that fail to comply with the FPLA are considered misbranded.
• This requirement does not apply to cosmetics distributed solely for professional use,
institutional use (such as in schools or the workplace), or as free samples or hotel
amenities.
• Cosmetic products and ingredients do not need FDA premarket approval, with the exception of
color additives.
• FDA can pursue enforcement action against products on the market that are not in compliance
with the law, or against firms or individuals who violate the law.
• Recalls of cosmetics are voluntary actions taken by manufacturers or distributors that
represent a hazard or gross deception, or that are somehow defective.
• FDA is not authorized to order recalls of cosmetics, but we do monitor companies that
conduct a product recall and may request a product recall if the firm is not willing to remove
dangerous products from the market without FDA's written request.
• FDA works closely with U.S. Customs and Border Protection to monitor imports. 
• Under the law, manufacturers are not required to register their cosmetic establishments or file their
product formulations with FDA, and no registration number is required to import cosmetics into the
United States.
External Environment

• Political
• Safe Cosmetics and Personal Care Products Act
(Official Document from Congress here)
• Was put into Congress in 2019 to increase
consumer confidence by having the FDA
improve the cosmetic industry

• Economic
• USA is currently at a 4.8% decline in the first
quarter
• first decline since 2014, and the worst
quarterly contraction since 2008, when
the country was in a deep recession.
 • Social
• Cruelty Free:  refers to a product that doesn’t test on animals
• Vegan Free: vegan beauty means the absence of animal
ingredients
• Leaping Bunny Program, which grants certification to
personal care and household product companies that ensure
that no animal testing is done at any phase of the production
External process.

• International
Environment • Canada, the federal department responsible for helping
Canadians maintain and improve their health, regularly
reviews the safety of cosmetic ingredients and prohibits or
restricts the use of ingredients that present health risks.
• European Union, now 28 countries strong, has more
stringent and protective laws for cosmetics than the United
States. The hazard-based, precautionary approach of the EU
acknowledges that chemicals linked to cancer and birth
defects simply don’t belong in cosmetics – regardless of the
concentration of the chemical being used.
Corporate Review:
Mission Statement
 • To be 'better, not bitter’: is how much your success depends on the light you
Corporate have within you and very little to do with anyone else.
• “Having long-lasting, smudge-free makeup may seem like a simple novelty to
Review: one person, but to me, the 8-15 times I would have spent touching up my
makeup today are now the 8-15 opportunities I have to be in the moment. There
is no more conflict about kissing my loved one or protecting the 55 minutes of
Long Term makeup I worked on. I don't have to choose any longer between my looks and
the precious moments that pass us by. I can have my cake and eat it too.
Competitive Analysis:
Fenty Beauty
• Strength:
• Celebrity owned
• Released 40 foundation shade ranges (first company ever)
• Inclusive to all
• Cruelty Free
• Weakness:
• High end brand
• Newer brand, Est in 2017
• Products:
• Face: Foundation, Primer, Concealer, Setting Spray,
Highlighter, Contour, Setting Powder, Blush
• Lips: Lipstick, Lip Gloss, Lip scrubs
• Eyes: Eyeliner, Mascara, Eye Shadow, Eyebrows
• Tools: Brushes & Sponges
• Distrubtion:
• Sephora Stores & Online (Worldwide)
• Fentybeauty.com
• Harvey Nichols and Boots (UK & IE)
• Pricing:
• $126.00 - $9.00
 Competitive
Strengths:

• Affordable

Analysis: Colourpop
• Good Quality
• Est 2014
• Customizable products
• Cruelty Free. Organic

Weakness:

• No stores
• Complicated Website

Product:

• Face: Foundation, Concealer, Setting Powder, Highlighter, Bronzer, Primer,

Setting Spray & Blush
• Eyes: Eye Shadows, Eyeliner, Eyebrows, Mascara, Lashes
• Lips: Lipsticks, Lip Gloss, Lip Pencils, Liquid Lipsticks, Lip Crayon, Lip Scrubs
• Makeup Tools: Brushes & Sponges

Distrubtion:

• Coloupop.com
• Select Ulta Stores & Online (US & Canada)

Pricing:

• $250.00-$3.00
 Brand Positioning &
Advertising
• Sales:
• They sell online. Specially through
social media and emails, if you’re
subscribed to the newsletters.
• They send about 1-2 emails, daily or
every other day.
• Beauty Bakerie also has the call to
action on their Instagram posts. You
can shop right from their Instagram
account.
Consumer Analysis
 • Gender
• Females
• Age
• 18-35
Demographics • Ethnicity:
• White
• African American
• Hispanic & Latino
• Asian
 Psychographics
• Avid consumers
Experiencers • Spend high portion of income on fashion & entertainment
• Love cool stuff
• Active consumers
Strivers: • Lives in the moment
• Wear their wealth

Innovators: • Confident enough to experiment

• Receptive to new ideas

Believers:
• Have strong fashion me-too attitudes
• Trust traditional sources

Achiever: • Active consumer

• Image is important

Survivors: • Loyal to brands

Makers • Want to work on the world – Sugar Homes

Social Media Behavior

• Most consumers use these social

medias:
• Instagram & Facebook being the most
popular for the company

• Twitter, YouTube are also popular among

people within the target age group
Problems &
Opportunities
 SWOT: Internal Strength & Weakness

STRENGTHS:
• Branding & Packaging
• Rewards program
• Woman Owned
• Cruelty, Vegan, Paraben
Free & Smudge Proof
WEAKNESS
• Minimal release a lot of
products
• Minimal social media
presence
• Social listening –
negative/argumentative
responses to consumers
 EXTERNAL THREATS:

• Other brands release bakery themed

items
• Smaller brand, with minimal buzz.

SWOT: External
• Other brands have “cult” following
with “cult” favorite prodcuts, (ie Tarte
Shape Tape Concealer, Laura Mercier
Threats & Powder, Benefit POREfessional primer)
• Strong competition
Opportunities
OPPORTUNITIES:

• Collab with other beauty influencers

such as
• Release more products
Strategic
planning
Marketing Objective

• Increase awareness of the brand,

while driving traffic to the website.
• Gaining and Retaining customers –
creating a loyal customer
• Increase donations to Sugar Homes
by 20%
 competitive advantage

The competitive advantage is within

the theme of the brand. Beauty
Bakerie is iconic with their
packaging and the concept of the
company, that when other brands
release products with a theme,
customers will instantly refer to
Beauty Bakerie.
* see next slide for example*
Competitive Advantage
Marketing
Mix
 Products
• Face Oil • Lips

• Foundation • Lip Whips

• Lip Scrubs
• Concealer
• Lip Sticks
• Contour & Highlight
• Gloss
• Setting Powder
• Setting Spray
• Eyes
• Tools
• Eyeshadows
• Brushes
• Eye Liners
• Beauty Blenders
• Mascara
• Makeup Bags
• Lashes
 place
• Ulta Stores, Online, Paper Ads (US)

• Morphe Stores & Online (US & Canda)

• Riley Rose Stores (N. America)

• Boots: Beauty Stores & Online (UK & IE)

• Cult Beauty Stores & Online (EU & UK)

• Selfridges & Co Stores & Online (EU & UK)

• Woojah Malls Stores (Dubai)

• QVC Online (UK)

 Pricing
• Face Oil: $28.00 • Lips

• Foundation: $34.00 • Lip Whips: $20.00

• Lip Scrubs: $12.00
• Concealer: $20.00
• Lipsticks: $10.00
• Contour & Highlight: $16.00-
• Gloss: $18.00
38.00
• Setting Spray: $18.00
• Setting Powder: $24.00
• Tools
• Eyes
• Brushes: $8.00-$18.00
• Eyeshadows: $38.00
• Blending Eggs: $18.00
• Eye Liners: $18.00
• Mascara: $18.00 • Makeup Bag: $12.00
 Promotion

• Personal selling
• Have a Beauty Bakerie Ambassador (can be a beauty
influencer), in Ulta stores promoting sales of the
products
• Advertising
• Using YouTube or IGTV, have a makeup artist do a
tutorial using only Beauty Bakerie products and call
it a “Bake Show”
• Sales Promo
• Free shipping on orders $50 or more
• Free Popsocket/Card holder with every order of 100$
• Buy 2 Lip Whips, get a Lip scrub for free
Promotion

• Packaging
• All packaging signature colors,
browns and pastel blues and
pinks.
• Baking themed
• Egg carton for egg blenders
• Lollipop shape for the eyeliner
• Setting spray has an non-stick
shaped can
• Setting powder comes in flour
shaped bag
Promotion
• Direct Marketing
• Sending mini samples in orders from
big retailers
• Sending emails/newsletters to clients
who have shopped on the site before
or left items in their shopping cart and
offer a discount.
• Social Media
• See next slide
Social Media Post

• What’s your type of nude, Tops or Bottoms?

Social Media Post

• How do you like your

Graham? With Milk or Honey
;)
Evaluation
Forecasting & Evaluation

• I predict that with the with the addition

of promotions, profits will increase
upwards of 10% in the beginning and
continue to increase over to 40% by one
month.
 Inbound
Marketing
 Attract

• To attract customers, I will start to post tutorials and how-to videos using IGTV
as well as YouTube videos.
• In addition, I would send PR packages to influencers
• Jackie Aina (@Jackie Aina) & Alissa Ashley (@Alissa.Ashley)
• Women of Color
• YouTube influencers
• Beauty by Bianca (@biancalovesmakeup91) & Les Do Makeup (@leeexlieee)
• Facebook Makeup Artists.
• Work with Morphe, which carries Beauty Bakerie
• Have a large following, Latino influencers
• Jeffree Star (@jeffreestar)
• YouTube influencer
• Can be problematic, but has a big reach in the beauty world
 Convert
• Sending reminder emails –
Fashion Nova is the best at
this strategy, they send about
4 emails a day and sometimes
a text, so that you’ll check out
on their site.
• “Items in your cart are selling out fast”
• “We see you left some items in your cart,
heres a 10% discount”

• Having a “shop now” option

on Instagram, consumers can
click and be able to buy the
product without having to
leave Instagram.
 • At check out offer a “round up” for charity and have the change be
donated to the 501C3 Sugar Homes that Beauty Bakerie CEO Owns.
Close • Release an exclusive product where all proceeds go to the charity
• This will give consumers a feel good effect while spending a ton of
money.
 Delight

• Offering a chat to customers who might need help

shopping for foundation & concealer shades.
• Sending out a follow up email after the product
has been delievered and seeing reviews for the
product.
• Offer a free product with reviews of the product
• Social listening on social media channels to
address questions, complaints and positivity
within timely manner.
Citations
• Beauty Bakerie Cosmetics Brand. “Cruelty Free Cosmetics & Beauty Products: Beauty Bakerie.” Beauty
Bakerie Cosmetics Brand, www.beautybakerie.com/.
• Casselman, Ben. “Worst Economy in a Decade. What's Next? 'Worst in Our Lifetime.'.” The New York Times,
The New York Times, 29 Apr. 2020, www.nytimes.com/2020/04/29/business/economy/us-gdp.html.
• Center for Food Safety and Applied Nutrition. “FDA Authority Over Cosmetics: How Cosmetics Are Not
FDA-Approved.” U.S. Food and Drug Administration, FDA,
www.fda.gov/cosmetics/cosmetics-laws-regulations/fda-authority-over-cosmetics-how-cosmetics-are-not-fda-approved-are-fda-regulated.
• Cheng, Andrea. “Why You Should Care About Vegan Beauty.” The New York Times, The New York Times, 26
Feb. 2019, www.nytimes.com/2019/02/26/style/why-you-should-care-about-vegan-beauty.html.
• “ColourPop Cosmetics.” ColourPop, colourpop.com/.
• “FAQ: About.” Fenty Beauty, www.fentybeauty.com/faq.html.
• “Fenty Beauty by Rihanna.” LVMH, www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/.
• “International Laws.” Safe Cosmetics, www.safecosmetics.org/get-the-facts/regulations/international-laws/.
• Newberry, Christina. “16 Of the Best Social Media Monitoring Tools.” Hootsuite Social Media Management,
14 Apr. 2020, blog.hootsuite.com/social-media-monitoring-tools/.
• Schallon, Lindsay, et al. “One Year Later, This Is the Real Effect Fenty Has Had on the Beauty Industry.” Glamour,
www.glamour.com/story/fenty-beauty-rihanna-legacy.
• Sharma, Tanvi. “THE FENTY IMPACT: WHAT BEAUTY MARKETING CAN LEARN FROM RIHANNA.” Medium, Medium, 3
Nov. 2019, medium.com/@tanvi00sharma/the-fenty-impact-what- beauty-marketing-can-learn-from-rihanna- 9f12dea11c40.
• “VALS™: VALS™ Types: SBI.” Strategic Business Insights,
www.strategicbusinessinsights.com/vals/ustypes.shtml.
• https://energycommerce.house.gov/sites/democrats.energycommerce.house.gov/files/documents/HE%20Hearing%20Briefing%20Memo_2019.12.04%20-%20Cos
metics%20Safety%20Legislation.pdf
• https://www.congress.gov/116/bills/hr4296/BILLS-116hr4296ih.xml
• * my own lil surevy that was used in Makeup groups on Facebook: https://forms.gle/CdGu7YdcC3jQzMxU9 *