An integrated marketing communications campaign for Fashion 21 Cosmetics

• Main Author: Quan, Long
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns; Cosmetics
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4856
• Institution: De La Salle University

Fashion 21 is a cosmetics brand which positions itself as one of the top local cosmetic brands that has undeniable good quality, comes in trendy and stylish packaging with a very friendly price. It caters to the wise value shoppers who know how to make every pero count. Considering the saturated market of the beauty care industry in the Philippines, identifying the right target market and be able to communicate to them the brand's value proposition is extremely vital. Hence, this IMC campaign aims to increase the level of awareness of Fashion 21 cosmetics through engagement strategies. This milestone is taking off from the survey result that although the respondents are aware of Fashion 21, their awareness does not turn into purchase. More specifically, this IMC campaign will be using the tagline Always my best everyday, Fashion 21. Further, this campaign will be capitalizing on the strengths of social media, digital marketing, print and through an off-line event which will serve as the post activity of the six-month campaign.