An integrated marketing communications campaign for VReal Cosmetics

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ID: 286818
2021
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Abstract
Beauty and personal care industry in the Philippines is expected to grow in the next three years despite the unfortunate circumstances. One of the categories that is forecasted to grow is the facial care category by 9.1% based on Euromonitor (2021), assuming that people will eventually return to workplaces and usual lifestyles. In line with the preventive health protocols proposed by the Philippine government, consumers prefer shopping online for safety and convenience. Studies have shown that social media greatly impacts consumer buying behavior due to the rise of e-commerce and the amount of time people spend on social media (Roesler, 2015). The increased usage of social media opened opportunities for skin care brands to invest heavily on advertising online. People are also becoming more experimental based on what is seen on social media such as DIY skincare formulas (Lyeco-Chua, 2020). Everyone is on a journey of exploration by trying new products and finding new brands which offer higher specific value such as effectiveness and safety. VReal Cosmetics, a homegrown skin care brand from Bantay, Ilocos Sur offers products that solve skin problems of every individual. The skincare products are made of unique formulations and are proven to be effective based on feedback from actual users. One of the best-selling products is RealNew Set A, an illuminating set that started as an aftercare set for customers who avail facial services in one of the biggest salons in Ilocos named Villareal Salon and Spa. The illuminating set received a lot of positive reviews that inspired Ms. Estela Villareal, the owner and Ms. Melba Calang, a long time beauty esthetician to establish VReal Cosmetics as an official skin care brand in 2018 that aims to provide real beauty solutions to real people. The proposed integrated marketing communication (IMC) campaign is expected to help VReal Cosmetics regain lost sales in the previous year due to COVID-19 by taking advantage of the growing demand in e-commerce and increasing usage of social media. Strategies proposed in the campaign are supported by data that includes a UAI survey with a total of 203 respondents residing in Ilocos Sur and Ilocos Norte. Results of the survey have shown that people seek information about skincare on social media platforms such as Facebook, Instagram and Tiktok which also have a major influence on the purchasing behavior of Ilocanos towards skin care products. Furthermore, skincare forums, product tutorials, free consultations and
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persistent_1760659750_68f1892623994 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Lopez, Valerie Ann DL.
Journal Malay Journal
Year 2021
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/25
Keywords Keywords not found

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