An integrated marketing communications campaign for props tools and cosmetics

• Main Author: Soriano, Micah Karenina
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Cosmetics > Philippines; Electronic commerce > Philippines; Marketing > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5348
• Institution: De La Salle University

As the Philippine economy becomes one of the fastest growing, consumer affluence rises as well, according to global payment solutions firm (Visa Inc.) (Inquirer,2016). Alongside, the e-commerce industry has been growing since 2015 and more Filipinos prefer to shop online according to studies. The beauty and personal care internationally grew significantly and with a robust growth of 7% this year and the makeup industry has been a trend to young professionals and millennials. Color cosmetics is expected to record a stable value CAGR of 5% at constant 2015 prices over the forecast period. (Euromonitor , 2016) This campaign focuses on online makeup stores, particularly Props Tools and Cosmetics, a makeup store that carries authentic makeups and the best friend feature and app. This is focused on how the brand will re-launch its brand as an authentic makeup store highlighting their best friend feature and app. Focusing on its USP, this campaign shall position Props as the target markets companion in discovering their beauty. All marketing media are focused on delivering information, Props that offers a best friend feature that helps you in choosing the product to purchase.