Tower 28 Beauty
Inclusive Design & Product Equity Proposal | Marketing Campaign
While Tower 28 Beauty is commendable for its commitment to diversity and inclusion, particularly as the sole brand adhering to the National Eczema Association's ingredient guidelines, there remains a notable equity gap in its shade range.
The lack of a diverse selection within olive and deeper tones poses risks, including underrepresentation, diminished trust, limited appeal, and the exclusion of consumers who already feel marginalized
Project Overview
CHALLENGE
To create a marketing campaign pitch deck for a company/brand of our choice to accompany a relaunch of a more inclusive version of the product/service.
There will be a product brief, marketing strategy, and communications plan detailing the product development cycle and stakeholder engagement plans.
MPF (Messaging & Positioning Framework)
Led co-design initiatives for an inclusive shade expansion, bridging equity gaps in beauty.
​
Developed a data-driven product brief defining value proposition, competitive advantage, and brand differentiation.
​
Strengthened brand storytelling with inclusive marketing campaigns, resonating with diverse consumer segments.
GTM (Go-To-Market Strategy)
Conducted market research and user testing to shape the product roadmap.
​
Designed a GTM plan that incorporated influencer marketing, community outreach, and targeted digital campaigns.
​
Implemented an A/B testing strategy to refine messaging for various customer personas.
ROLE
Research | Product Design | Product Marketing | Visual Campaign | Socials
TIME
8 weeks
TASK
Create a marketing campaign and product brief for a brand to relaunch a more inclusive version of their product.
TOOLS
Canva
TEAM
Kasey Smith | Lenee Son
* My contributions included the: MPF, GTM, value proposition, use case, competitive advantage, timeline campaign idea and execution, and equity gap.
My Process
-4.jpg)
EQUITY GAP | APPROACH
Research
The research focused on Tower 28 Beauty's need for greater diversity and inclusivity, particularly in shade range and marketing. It identified an equity gap and proposed a co-design approach to address it. The benefits include increased market share, brand loyalty, and positive brand image.​ By using co-design, Tower 28 can leverage the expertise of stakeholders to create a makeup line and marketing campaign that reflects their values of inclusivity and accessibility.
CO-DESIGN
An inclusive and diverse shade range
An Inclusive marketing campaign
KEY FEATURES
Why diversity and inclusivity is key in the beauty industry
Not
Inclusive
Inclusive
According to Alison Bringé, Chief Marketing Officer at Launch metrics:
​
-
Embracing diversity and inclusion also drives market growth and innovation
-
Diverse representation in the products and marketing of beauty brands allows consumers to see themselves represented
Case study:
​
-
In 2017, Fenty Beauty became the first cosmetic brand to launch a wide range of foundation tones with forty different shades, reaching a wider range of consumers
-
Fenty now has over 58 shades and a total media impact value of $96.2 million
VALUE PROPOSITION
Challenge | Solution | Outcome
Value
Proposition
The current shade range and marketing does not fully represent the diverse spectrum of skin tones, textures, ethnicities, ages, abilities, and identities across their customer base.
MARKET REACH
Industry Standard
Industry Standard
-
In 2019, 40% of black consumers felt excluded in the makeup industry highlighting the gap within.
-
Following Fenty’s launch, companies like Maybelline, L’Oreal, and MAC expanded their shade range
-
In 2020, 46% of multicultural consumers were more likely to purchase from a brands that support diversity and inclusion
​
Example #2:
-
Nike launched a pro hijab developed for athletic muslim women. Not only did that design win innovation by designers award but modest fashion is now a $277 billion dollar industry.
CAMPAIGN
Embrace Every Hue
It will include the relaunch of Tower 28's foundation and other makeup products to include 20 new shades and 10 new hues that will pair well with every skin tone and texture. Other products including: blushes, lip, concealers, bronzer, and contour.​​
This campaign is a testament that beauty truly knows no bounds. Creating a new meaning to inclusivity in the makeup industry and working to empower and represent all users through their makeup identity.
EMBRACE
EVERY
HUE
Campaign Goals
-
Help Women of Color and Men feel confident in using Tower 28 products
-
Position Tower 28 as one of the few makeup brands that hit multiple inclusive and accessibility products
-
Increase customer engagement and loyalty by meeting the diverse needs of users
-
Educate customers and stakeholders on the importance of shade inclusivity
-
Positively contribute to the society by challenging and breaking the norms of current beauty standards
Competitive Edge
Market Differentiation
In a market where very few brands offer wide shade ranges, Tower 28 can position itself to be one of the most inclusive makeup companies, along with being the only certified makeup brand by the eczema standards
Market Reach
The generations that make up over half of the makeup industry purchases, value inclusive makeup brands. If Tower28 expands the shade range, It broadens the demographic of customers to include those of every skin tone and undertone.
Improved Innovation
With a deeper understanding of diverse needs, we will not only increase profit and customers but will be known as an inclusive and clean skin/makeup brand.
Content Ideas
Influencer Get-Ready-With-Me
Influencers share transformative routines, highlighting Tower 28's new products and how the enhanced range is fostering inclusivity, and embracing self expression.
Collection of personal narratives and explorations by LGBTQ+ individuals and male makeup enthusiasts, diving into their unique beauty journeys. Emphasizing how shade range makes their makeup journey more enjoyable.
What’s the Scoop?
Beauty Beyond Labels
A series that provides step-by-step guidance for creating makeup looks and effective skincare routines that focus on breaking stereotypes and challenging traditional gender norms associated with makeup.
Venice meets Santa Monica
In-person pop-up events in the LA area that provides equitable access to makeup products. Including influencers with free PR, and these events will focus on providing free access to new products, emphasizing affordability and inclusivity.
TIMELINE
Timeline and Launch
BUDGET
2% of Budget
Tower 28’s current annual revenue is $9.6 million. We will dedicate 2% of the budget to the marketing campaign, netting out around $192,000.​
Our agency will use the budget to produce the campaign over 5 months and cover all staffing and campaign costs.
​
-
Production Costs: $75,000
-
Employee Staffing: $60,000
-
Creative Spend: $20,000
-
Media & PR: $15,000
-
Event Marketing: $10,000
-
Additional Budget: $10,000
Reflection
This project has provided me with valuable insights into the significance of product equity and marketing. Product equity is a crucial asset for businesses as it can lead to brand loyalty, premium pricing, market leadership, and reduced marketing costs. With the ever-changing consumer landscape, the importance of product equity is only going to increase, especially in the digital age where sustainability and personalization are key factors.