A protégé of Bobby Brown, Alison Raffaele quickly became a successful celebrity make–up artist in her own right. In 2000 Alison launched her own line of cosmetics, Skin Alison Raffaele. Her line of concealers became known as one of the best in the business - a must-have tool for many make-up artists worldwide. In 2008 Alison re-launched the brand under the name Alison Raffaele Cosmetics with a new focus, to produce healthful products that combine antiaging ingredients with high performance cosmetics and do it in an environmentally friendly way.
The Challenge
The cosmetics industry is extremely crowded and one of the most competitive industries in the world. Having both a distinct brand personality and product differentiation are critical in order to develop any traction in the market. When Alison brought us into the project, sales had stagnated and she knew she wasn't "getting out there" enough to promote her brand. She needed a strategy to help articulate the key differentiators of the brand to take it into this next phase. We applied our proprietary strategic business and brand planning process (The Reality Check) to her business and marketing challenges. It started with a series of interviews with key stakeholders including senior management, employees, industry experts, distributers, and customers. We also took Alison and her team through a series of interactive branding exercises which led to an industry and consumer research module.
The Reality Check
The Reality Check allowed us to see through the noise to the essence of what Alison Raffaele Cosmetics was all about, leading us to an exciting essence area, “Beauty to Believe In,” which became a focal point for all communications
The essence “Beauty to Believe In” is supported by four key truths about Alison Raffaele and her product line:
1. Alison Raffaele has a positive message
2. Alison Raffaele Cosmetics includes healthful ingredients
3. Alison Raffaele Cosmetics carry out healthful ingredient sourcing
4. Alison Raffaele Cosmetics use eco-friendly manufacturing processes & packaging
The new essence led to exciting new creative direction and an integrated marketing program. For the Alison Raffaele project we:
Designed a series of print and online ads focusing on the four key truths, simplifying the message and reducing the need to "educate" the consumer
Because much of her sales are online, it was necessary to update the existing Alison Raffaele website. We executed a thorough analysis to determine the best new platform to move Alison's eCommerce site to. We then executed the redevelopment of the website.
Developed an email marketing strategy directed towards the make - up artist community including a monthly newsletter and a series of e-blasts.
Developed a direct and email marketing strategy directed to her loyal "non - artist" client base.
As part of the social media marketing strategy, we developed an editorial calendar and provided ghost writing services for her newsletter as well as her social interactions on Facebook, Twitter, etc...
We developed Video content for her website as well as to be posted socially on YouTube, etc...
