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Bringing the Worlds

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Title: Bringing the Worlds


1
Bringing the Worlds beauty secrets to you
Introducing
2
Essentials for Beauty
Prestige skin care and color cosmetics, currently
sold in department and specialty stores
throughout Europe, Asia and South America. CDMA
has obtained the exclusive distribution rights
for these products. This allows us to price these
collections at 40 to 60 under department
stores, yet, competitively priced to current
chain drug/mass brands. Plus providing a 45
initial gross margin.
3
  • MARKET RESEARCH
  •  Recognizing that current economic and retail
    trends are driving the consumer to demand better
    quality at lower prices we retained Ulrich
    Research Services to conduct a series of focus
    groups beginning in November 2001 through 2002.
    Sessions were conducted in Dallas, Detroit,
    Jacksonville and Pittsburgh with each session
    having three different panels consisting of 10-12
    women. The profile of the groups were as
    follows
  • w         Age range 22 40
  • w         All worked full or part-time outside
    the home
  • w         Combination of married, married with
    children, single and single parent
  • w         Household income range
    20,000-50,000 single 20,000-75,000 married
  • In the same time frame, many retailers are making
    prestige products in other categories part of
    their assortments hair care, bath and body just
    to name a few. We believe the same holds true
    for color cosmetics and skincare. Responses from
    the focus groups confirm the merit of
    affordable, available prestige cosmetics.
  • Women believe high-quality skin care and color
    cosmetics are currently found only in department
    and specialty stores.
  • Consumers are price driven yet look for quality
    and value when making a cosmetic purchase and in
    the end typically pick quality over price.
  • At the conclusion of the wear and usage test over
    88 of the participants rated the products
    quality equal to or better than Clinique,
    Clarins and Estee Lauder.
  • With the convenience, frequency of visits and
    significantly lower prices than department stores
    with equal quality, 85 of the participants
    stated they would be interested in purchasing
    prestige cosmetics in MVR Drug store.
  • When shown the various packaging and inner
    container samples, over 98 of participants
    stated they felt these products could only be
    found in department stores.
  • TARGET CONSUMER
  • I.  Current MVR/Drug store customer who would
    like to have prestige cosmetics, yet do not have
    the disposable income for such purchases.
  • II.  Current department store consumers who are
    in your stores for other purchases and want
    prestige quality at value price.

4
Created and designed to compete with department
stores and perfumeries in Europe, this line of
skin care products has had outstanding results
for over 16 years. Essentials for Skin offers a
complete assortment of products for all skin
types.
5
Compare to Clinique
6
Compare to Clinique
7
Compare to Clinique
8
Compare to Clinique
9
Compare to Clinique
10
Created and designed to compete with Estee
Lauder, the Color Essentials product mix is
complete, yet concise.
The color palette has been selected from the best
selling items to meet the needs of the American
woman.
  • Foundation
  • Powder
  • Lipstick
  • Lip Liner
  • Nail Lacquer
  • Eye Liner
  • Eye Pencil
  • Mascara
  • Blush
  • Shadow

11
Compare to Estee Lauder
12
Compare to Estee Lauder
13
Compare to Estee Lauder
14
VALUE ADDED ENHANCEMENTS FOR COLOR ESSENTIALS
COSMETICS       Stick Foundation has a
sponge applicator with a case included in the
package.           Two-Way Cake comes with both
a sponge applicator and a puff.           Cream
Foundation includes a scoop so that the customer
does not have to insert their fingers into the
product to dip it out.           Powder Blush
has a full soft bristle, 1-inch wide brush. Most
brands have only a ½-inch, if it is even
included.           Face Powder has removable
screen mesh to control amount of product on
oversized puff and a scoop to remove product
without inserting finger into it.          
Compact Powder has one additional puff for a
total of two per package, extra puffs cost 2-3
each.           Lip Liner has cartridge-type
applicator with a free refill and a brush on the
opposite end.           Eye Pencil has a
cartridge-type applicator with sponge smudge tip
on the opposite end. No current Drug/Mass brand
does this. Additionally, Lauder sells their
refills for 10-12 each and have to be purchased
in units of 2's, thus the customer has to spend
an additional 20-24.           Eye Shadow
Palette comes with both sponge and bristle
applicators. Even the Department Store brands do
not include both usually it's one or the other.
Not until you get to the prestige brands (i.e.
Borghese, Dior) do you get both.  
15
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17
Essentials for Beauty
Display Unit 48 long X 18 deep X 79 ½ high
18
Essentials for Beauty
Fixture Header
19
Consumer Support
  • Essentials for Skin consumer trial samples
  • Promotions
  • Strong product selling message
  • Incentives to Purchase
  • 2.00 Instantly redeemable coupon (IRC)
  • 5.00 Mail in Refund with check customer
    receives
  • 2.00 Bounce Back IRC
  • 1.00 IRC good on any Quality Choice Item

20
  • INITIAL LAUNCH CONSUMER OFFER
  • Buy any Essentials for Skin product and receive
    one free Essentials For Skin product of your
    choice at the point of purchase. The free item
    must be equal or less than the purchased item.
    The opening assortment of EFS is 51-units, stores
    will receive an additional 51-units at no charge
    to fund this promotion. Any items given away
    free over the 51-units will be reimbursed at no
    charge with documented proof (i.e. dated sales
    report or cash register slip). Offer good for 90
    days from invoice date.
  • Buy any Color Essentials item and receive a free
    mascara or nail lacquer at point of purchase.
    Product given away during promotion will be
    reimbursed at no charge with proper documentation
    (i.e. dated sales report or cash register slip).
  • 2.00 IRC on Essentials for Beauty
  • 5.00 mail in rebate on purchases of 19.95 or
    more of Essentials for Beauty products. With
    rebate check consumer receives a 1.00 off coupon
    on any Quality Choice Item.
  • Free trial samples on Essentials for Skin.
  • Frequent shopper program Customer receives card
    with one stamp for every 15.00 purchase of any
    Essentials for Beauty product. When customer has
    purchased 75.00 worth of product (15.00 x 5
    times), they redeem the card for 25.00 of free
    Essentials for Beauty product of their choice.
    Good on any Essentials for Beauty product
    purchases of 15.00 or more .

21
Essentials for Beauty
  • Your Exclusive Beauty Brand
  • from
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