An integrated marketing communications campaign for LeiaPure

• Main Author: Cabalhin, Leigh Coleen
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Cosmetics—Philippines—Marketing; Internet marketing—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/37; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1042&context=etdm_market
• Institution: De La Salle University

LeiaPure is a microenterprise offering skin care products that are vegan, organic, and natural. They are committed to providing products that are clean of harmful ingredients in order to benefit the skin’s health and the environment. As they do their own manufacturing, they guarantee their products to be of 100% premium quality, cruelty-free, free from harsh chemicals and additives, and made with only the safest and tested formulations. LeiaPure falls in the Skin Care category of the Beauty and Personal Care Industry in the Philippines. This industry is one of the many industries negatively impacted by the COVID-19 pandemic. The skin care category, in particular, experienced a decline of 3.7% in 2020, due to the quarantine restrictions that prohibited consumers to go out, limiting their shopping activities as well as social activities, which is one motivation of consumers in skin improvement. Increased price sensitivity is also a factor to this decline as most people allocate their personal budget for essential goods. Despite this, it is forecasted for the skin care category to have an upward trend over the next five years, based on the data from Euromonitor. As LeiaPure was established in late 2019, just a few months before the start of community quarantine, they weren’t able to push for marketing efforts in the past year considering that the purchasing power and behavior of consumers have dipped. Now that the restrictions have been easing, the goal is to help the brand gain more brand awareness to garner an increase in sales. To understand the behavior of skin care users in using and purchasing skin care products, as well as to explore the factors that influence skin care use, a survey was conducted. This survey was a study on Usage, Attitude, and Image, together with a survey questionnaire based on the conceptual framework of Al Mamun et al. (2020), which used Ajzen’s Theory of Planned Behavior with added determinants. Based on the industry analysis and survey results, wherein the majority of the respondents (89.6%) answered social media as the channel preferred in learning skin care products, this Integrated Marketing Communications campaign will be focused on using digital platforms to increase brand awareness and conversion. To monitor the effectiveness of the campaign, key performance indicators were identified and are recommended to be monitored monthly.