Draft:

CONCEPT: ORIGAMI LEAFLETS

The way we wish to increase the market share of Shu Uemura is to firstly increase brand awareness and the number of people who know about the brand. From our primary research, we found that out of … people questioned, only … had heard of the brand, so it is important we first target the right type of consumer to inform them of Shu Uemura and what it stands for.
As our concept is based around the idea of slow movement, and taking time out to take care of your skin, we feel the best way to connect to Shu Uemura’s target audience would be an innovative leaflet campaign to promote our experiential pop up store. This campaign would be targeted at working women in built up business areas, where the leaflets would be handed out on lunch breaks by ……. This leaflet would be influenced, like all our other visuals, by the theme of origami, being very simple in style with the focus on the brands name, webpage and our concept strap line, “Begin your path to beauty.” Fig… (will make mock up of this and take picture.) This leaflet will also have the double purpose as a pen pot, further connecting with the consumer, as when they fold it out, it becomes a small place to store their office equipment. See Fig…..
This simple design will encourage consumers to enquire about the brand and go onto the website, which will be a stand alone site from Shu Uemura’s current webpage (however, there will be a link to the page so consumers are able to see the products). Here, the consumer is able to book an appointment to experience the Shu Uemura Path to Beauty pop up store, where they will they receive a service catered to their individual cosmetic needs. This appointment only structure will ensure the right consumer will become involved with the brand, and experience the Shu Uemura pop up store, without losing its exclusivity as a niche cosmetics brand. These consumers will then inform their friends, who will also be the right consumer, creating a buzz around the brand and influencing them through word of mouth to try the products at the main store.

Jo.T