1. You: I am a senior journalism major at the University of Florida's College of Journalism and Communications. I know how to communicate effectively and concisely. I work part-time assisting a freelance graphic designer, so I am proficient in visual communication as well. I know what it takes to catch someone's eye or ear and hold their attention. All of these skills would help me develop and market the product to my target audiences. I have been a makeup lover ever since I was a kid. My favorite beauty product was Lipsmacker's chapstick, and the only way I'd let my dad leave for work in the morning was with the promise that he would bring me home a "tik-tik" (lipstick). He kept a 10-pack of Lipsmacker's in his car and brought one in for me each night when he came home.
This is a silly story, but it's a testament to my lifelong love for makeup that it was the only thing that could soothe the pain of missing my dad when he was at work. I know what it's like to try and blend your foundation in crappy lighting, and I know I can provide a solution to the problem. This product would plant me in a real life sphere that, up until now, I've only participated in online. I would move from following beauty accounts on Instagram to meeting them in-person at beauty conventions, where I'd hopefully have my own booth.
2. What are you offering to consumers? I am offering makeup users and hotel/Airbnb owners a product that color corrects the lighting in any room to match natural sunlight. Any makeup user knows that the only good lighting for doing your makeup is natural light, but bathroom lighting rarely reflects how your makeup will look when you walk out the door. This leads to unblended lines, discoloration and frustration with one's overall appearance. This product (the Glow and Behold Mirror) will provide a soft, round, natural-looking light that is ideal for makeup application. Customers will no longer have to move around when doing their makeup or touch up their makeup later in the day when they notice mistakes in blending.
3. Who are you offering it to? I'd offer this product primarily to die-hard makeup lovers. These are the makeup artists who rely on good lighting for their career, beauty bloggers who are always introducing their followers to the newest products, and regular consumers whose makeup obsession is a part of their personality. This demographic is usually made up of young women, but with makeup Youtubers like Jeffree Star and James Charles gaining popularity, the market is expanding in all directions. All of these people have one thing in common: they love makeup and want their (or their client's) makeup to look the best it possibly can.
Another market entirely consists of hotel and Airbnb owners. These are a harder sell, but I think there's still potential here. These people want to provide the best experience possible for their customers, and this is one way to do it. I recently learned in my marketing class that products are made up of tangibles and services are made up of intangibles. Despite this, consumers judge services off of the tangibles as well. Because of this, services like hotels offer tiny tangibles like quality shampoo and soap bottles and chocolates. My product is another tangible they can offer to their guests to improve their stay. It's a win-win.
4. Why do they care? Simply put, my customers want to look good. Sometimes it's for other people, sometimes it's for themselves, and sometimes it's just for art's sake. Regardless, they want their makeup to look exactly how they want it to look, and it's incredibly difficult to do that in terrible lighting. This product doesn't just give them the kind of lighting they need to do their makeup correctly, it's a stepping stone on their path as a makeup artist. If buying my product means that they can achieve their desired look more simply, then I believe they'll gladly pay for it.
As for hotel and Airbnb owners, I've explained why they care in number 3. Their guests rate their overall experience by the tangibles, making it in their best interest to invest in the finest tangibles. My product is one of those fine tangibles. This mirror is a way for owners to give their guests a luxurious stay and keep customers coming back.
5. What are your core competencies? As far as I know, a product like this doesn't exist. There are vanity mirrors that pride themselves on having powerful or bright lighting, but that isn't always the best lighting for makeup application. There are even mirrors on the market that claim to emulate natural daylight, but do not say anything about color correcting the room's light. This is simple color wheel theory; to produce a certain type of lighting, one must first cancel out the existing light hues. I happen to know a makeup company owner who has partnered with Riley Rose to have his products in-store. Maybe he could connect me with some people at Riley Rose who could stock my mirror as well.
6. Evaluation: Overall, I think all of these elements work together well. I know my target audience, I know their struggle, and I know how to fix it. Since I'm already a part of the makeup world, I understand where to start (Beauty Con LA) to get my product off the ground and into the hands of my first customers. My marketing knowledge leads me to believe that hotel and Airbnb owners will have a strong interest in this product as well, even if they take some time to warm to it. My biggest concern is that the gap between my two markets is too wide and splitting my resources in two directions will lead to burnout. I truly believe both markets are worth targeting, but I wonder if they are just too different to target effectively. Let me know in the comments what you think.
This is a silly story, but it's a testament to my lifelong love for makeup that it was the only thing that could soothe the pain of missing my dad when he was at work. I know what it's like to try and blend your foundation in crappy lighting, and I know I can provide a solution to the problem. This product would plant me in a real life sphere that, up until now, I've only participated in online. I would move from following beauty accounts on Instagram to meeting them in-person at beauty conventions, where I'd hopefully have my own booth.
2. What are you offering to consumers? I am offering makeup users and hotel/Airbnb owners a product that color corrects the lighting in any room to match natural sunlight. Any makeup user knows that the only good lighting for doing your makeup is natural light, but bathroom lighting rarely reflects how your makeup will look when you walk out the door. This leads to unblended lines, discoloration and frustration with one's overall appearance. This product (the Glow and Behold Mirror) will provide a soft, round, natural-looking light that is ideal for makeup application. Customers will no longer have to move around when doing their makeup or touch up their makeup later in the day when they notice mistakes in blending.
3. Who are you offering it to? I'd offer this product primarily to die-hard makeup lovers. These are the makeup artists who rely on good lighting for their career, beauty bloggers who are always introducing their followers to the newest products, and regular consumers whose makeup obsession is a part of their personality. This demographic is usually made up of young women, but with makeup Youtubers like Jeffree Star and James Charles gaining popularity, the market is expanding in all directions. All of these people have one thing in common: they love makeup and want their (or their client's) makeup to look the best it possibly can.
Another market entirely consists of hotel and Airbnb owners. These are a harder sell, but I think there's still potential here. These people want to provide the best experience possible for their customers, and this is one way to do it. I recently learned in my marketing class that products are made up of tangibles and services are made up of intangibles. Despite this, consumers judge services off of the tangibles as well. Because of this, services like hotels offer tiny tangibles like quality shampoo and soap bottles and chocolates. My product is another tangible they can offer to their guests to improve their stay. It's a win-win.
4. Why do they care? Simply put, my customers want to look good. Sometimes it's for other people, sometimes it's for themselves, and sometimes it's just for art's sake. Regardless, they want their makeup to look exactly how they want it to look, and it's incredibly difficult to do that in terrible lighting. This product doesn't just give them the kind of lighting they need to do their makeup correctly, it's a stepping stone on their path as a makeup artist. If buying my product means that they can achieve their desired look more simply, then I believe they'll gladly pay for it.
As for hotel and Airbnb owners, I've explained why they care in number 3. Their guests rate their overall experience by the tangibles, making it in their best interest to invest in the finest tangibles. My product is one of those fine tangibles. This mirror is a way for owners to give their guests a luxurious stay and keep customers coming back.
5. What are your core competencies? As far as I know, a product like this doesn't exist. There are vanity mirrors that pride themselves on having powerful or bright lighting, but that isn't always the best lighting for makeup application. There are even mirrors on the market that claim to emulate natural daylight, but do not say anything about color correcting the room's light. This is simple color wheel theory; to produce a certain type of lighting, one must first cancel out the existing light hues. I happen to know a makeup company owner who has partnered with Riley Rose to have his products in-store. Maybe he could connect me with some people at Riley Rose who could stock my mirror as well.
6. Evaluation: Overall, I think all of these elements work together well. I know my target audience, I know their struggle, and I know how to fix it. Since I'm already a part of the makeup world, I understand where to start (Beauty Con LA) to get my product off the ground and into the hands of my first customers. My marketing knowledge leads me to believe that hotel and Airbnb owners will have a strong interest in this product as well, even if they take some time to warm to it. My biggest concern is that the gap between my two markets is too wide and splitting my resources in two directions will lead to burnout. I truly believe both markets are worth targeting, but I wonder if they are just too different to target effectively. Let me know in the comments what you think.
Hi Peyton!
ReplyDeleteThis idea napkin is so well thought out an in depth! I can definitely see this product being beneficial for women and am very surprised this product does not already exist! Additionally its very beneficial that you are versed in this subject area and have already amassed a set of skills that will make you a successful creator in this field. I look forward to seeing how you proceed! Great work!