This paper develops a comprehensive marketing campaign for Bobbi Brown's proposed anti-aging cosmetics line. Drawing on the four elements of the marketing mix — product, price, place, and promotion — the paper outlines a tagline strategy built around consumer aspirations, a pricing approach consistent with the brand's mainstream positioning, and a multi-channel promotional plan spanning television, print, and digital media. The paper also identifies key performance metrics, including reach and consumer perception, to evaluate campaign success. With the global anti-aging market estimated at $292 billion and the cosmetics segment alone valued at $122 billion, the paper argues that Bobbi Brown is well positioned to capture a significant share.
Bobbi Brown has three new product ideas under consideration: a line of anti-aging products, a virtual makeup feature, and a "beauty on the wheel" concept. Of these, the most comprehensive marketing campaign is warranted for the anti-aging line, as it carries the greatest revenue potential. There are millions of customers interested in anti-aging products, and this market dovetails naturally with Bobbi Brown's existing core product — makeup — and its broad target audience.
The global anti-aging market is estimated to be worth $292 billion worldwide, and the number of potential customers is expected to double by 2050, meaning the slice Bobbi Brown could capture will be worth several billion in total (A4M, 2014). Within cosmetics specifically, the relevant market size is still $122 billion (PR Web, 2014). This makes a comprehensive marketing campaign well justified, particularly given the relatively high markups in the makeup industry and the fact that distribution can piggyback on Bobbi Brown's existing networks.
Every strong marketing campaign is built around a memorable slogan or tagline. The best of them — such as Nike's "Just Do It" — end up being worth billions to their companies and are used for decades. Most taglines have a shorter shelf life, however. A good tagline must do three things: convey brand attributes, mean something significant to the consumer, and be memorable. For Bobbi Brown, the slogan must embody the company's mission of delivering innovative, high-quality cosmetics to a broad audience.
The key question is what the consumer of anti-aging products actually wants. There are two approaches: selling product attributes (e.g., it makes you look younger) or selling product benefits. The benefits of anti-aging makeup include feeling younger, enjoying the social advantages that come with looking younger, and a higher sense of self-confidence — all of which can be extended to a promise of improved self-image and greater personal success. If we examine lists of the most effective taglines and slogans, they take many different approaches, but they are universally catchy (Voices.com, 2014).
Drawing loosely on the classic Maybelline approach, the proposed tagline for Bobbi Brown's anti-aging line is: The Secret of My Success. This slogan accomplishes several things at once. First, it places the customer in the mindset of someone already successful. Second, it equates the makeup with that elevated sense of confidence and success. Third, it introduces an element of mystery — others will notice a person who appears confident, successful, and younger than their years, and wonder why. The idea is that users of Bobbi Brown anti-aging products will project that aura, but the secret is one available to everyone.
This is a proven, effective approach for marketing cosmetics, adapted here for the anti-aging context. Crucially, it is catchy and broadly applicable — it avoids the common pitfall of anti-aging slogans, which typically limit their appeal to older consumers. The Secret of My Success can resonate with anyone within Bobbi Brown's wide target market.
The price points of competing anti-aging products on the market will partly determine the pricing strategy for Bobbi Brown's new line. Bobbi Brown targets a broad, mainstream market with reasonable pricing, and the anti-aging line must remain consistent with this existing positioning. However, a premium over standard cosmetics is warranted, because anti-aging products deliver additional value and typically carry higher ingredient costs.
The recommended approach is to use the regular product cost for an equivalent item as the baseline, then add a premium that reflects the anti-aging features. This should position the line competitively within the segment while maintaining brand consistency. Given the intense competition in such a large market, ensuring that the new line's pricing aligns with the niche Bobbi Brown already occupies is essential to preserving brand coherence.
"Existing distribution channels leveraged"
"TV, print, and digital campaign outlined"
"Reach, perception, and sales tracked"
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