An integrated marketing communications campaign for SkinWhite Naturals Papaya Milk lotion

• Main Authors: Cedillo, Rachelle T., Cheng, Rochelle Kyle U., Sabala, Kimberly Faith H., Simbulan, Cyrene Pamela N.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18162
• Institution: De La Salle University

SkinWhite has established itself as one of the top brands of skin-whitening lotions in the Philippines. SkinWhite introduced SkinWhite Classic in 2002 and became the number one whitening lotion shortly after its release. Through advanced research and development, SkinWhite came up with SkinWhite Advanced Line in 2006. The launch of the line also served as introduction of the Synchrowhite Technology a new formulation that the brand applied in all of its variants. SkinWhite Naturals is the brands response to the increasing health and wellness trend in the country. The trend included going organic or preferring products with natural ingredients. Due to the consistently growing whitening category and the rise of the Go Green trend, a lot of other whitening products began to rise which toughened the competition. SkinWhite Naturals main competitors in the natural whitening lotion sector have deeply penetrated the market and have retained brand loyalty through the years. Although SkinWhite Naturals has been out in the market for three years, no advertising efforts were pursued. To penetrate the highly competitive skin-whitening lotion category, the researchers developed an Integrated Marketing Communications campaign for SkinWhite Naturals Papaya Milk lotion, particularly through digital means and on-ground activations. The message of the campaign is for the market to perceive SkinWhite Naturals lotion as the product that gives white that is just right. At the end of this six-month long campaign, SkinWhite Naturals Papaya Milk lotion is expected to increase the market share of SkinWhite to 6.1 percent from its current share of 5.1 percent, the value of which will amount to eleven times more than the budget used for this campaign. The target market for the campaign includes female college students, fresh graduates, and working professionals, ages 18 to 25 belonging to the socio-economic class broad C. They are the ones with high personal control when buying personal care products and put effort when it comes to their appearance. This campaign aims to create a buzz to spark the curiosity towards SkinWhite Naturals Papaya Milk lotion. The campaign will begin with the on-ground activations in malls and specific locations, followed by the release of the online videos. Through these platforms, SkinWhite Naturals Papaya Milk lotion will be introduced to the target market and be effectively positioned as the right choice in skin-whitening products.