We are niche in the industry, we believe that

We are Material Beauty based from Boston, Lincolnshire. It is our policy to develop and sell make up products that has not been tested on animals during any stage of our development from our packaging to the materials used, to the finished product. We at Material Beauty want our customers to feel beautiful and unique. Although, we are niche in the industry, we believe that we are different in our promotion of humane practices and our ability to reach all generations.
Material Beauty is –

Unique
Experimental
Authentic
Natural
Feminine
Honest

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To all our customers we are –

Compassionate
Friendly
Helpful

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Product Offering
We are offering a whole new product range we have called ‘Festival Fever’. Our new product line includes lipsticks, eyeliners, highly pigmented metallic eye shadows which are perfect for the festival look and not forgetting one of the most important factors glitter! We believe we have created something new and different. Our beauty is on your terms without hurting animals! The product range is now available from our online store MaterialBeauty.com, with our prices ranging from £10.50 to £20.50. Festival fever is a range of on trend products which let all generations experiment and have fun! We hope our products show the celebration of diversity and individuality as Material Beauty are for ALL ages, ALL races and ALL genders.
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Potential Customers
Our target market will be those whose personal influences affect their consumer behaviour, such as information processing, beliefs and attitudes, personality, lifestyle, life-cycle and age and motivation. We feel our new products are value for money, quality of fresh ideas, and range of products available and suitable prices. Customers evaluate products on economic and psychological criteria. Economic includes factors such as availability and reliability where as psychological criteria are self-image, convenience and risk reduction. Material Beauty aim to meet or exceed these requirements better than our competition which would give us an advantage.
Our market is aimed at anyone who wears make up especially women. We will further segment our market to 18-40 year old range. We will target this market first because we feel it is a sustainable base to launch from. We understand this market is wide and large, but intend to stratify our marketing plan to target the younger segment (18-25 years old) and also separate advertisements to attract our 26-40 year old segment. We feel our different new products attract different generations and purposes. We aim to achieve the success of the new line through understanding consumer needs, using favourite colours, decent packaging and high quality materials for full customer satisfaction.
Our main market is young women between the ages of 18-25 who are students or recent graduates. They are energetic and like to go out with their friends as well as attend concerts and majority of festivals.
Our new product launch is best for those who are open minded and pay attention to self development as well as the trends.

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Communication Tools
At Material Beauty we are attempting to achieve success in many ways of marketing communication, however our main focus to achieve this is by advertising, public relations and direct marketing. We are responsible for all marketing. We aim to use advertising as this includes all messages we pay to deliver to our target audience. We would be focusing more on public relations as this is free! We could advertise through most social media’s. Finally, direct marketing would include sales promotions for all our existing customers by sending emails with information and an offer all about our new product launch.
We will use email to contact all previous customers to keep them feeling involved. Our seasonal newsletters which feature our products, new and old, news from animal right activists and other things which appeal to women. These emails will also include a special code which customers are able to input onto our online site to claim a free sample of one of the new range products of their choice! Quality is an essential factor in being successful for us and this range. This is true especially when our products are gifts for other members or family or friends. It is probably one of the most important factors considering word of mouth is one of the strongest marketing tools.
Our plan is to eventually work with hair salons or other high end beauty salons which can promote our brand to their established client bases. We believe the use of social networking will work in our favour to help us build a stronger client portfolio – please feel free to check out our Twitter, FaceBook and Instagram pages! Once we have started to work with other salons, we will start sending out our experts to demonstrate our products and application techniques. Customers will also be able to request this service via FaceBook and we will send out a 5 day free sample, so women can see and experiment before purchasing and to also spread the word.
All of these features will be advertised. We will stay with paper media and social media and as other opportunities arise, we will assess the situation.

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Conclusions and Recommendations
We believe our target market is strong in two aspects. Women are typically more sensitive and will understand our stance on animal cruelty free makeup. We are also confident marking to women because they tend to do more retail shopping than men.
Our mission statement and commitment to our cruelty free products is central to our business and perhaps our greatest strength. This is because we believe this makes us stand out from other make up brands and draws positive views onto our business.
Our opportunities we hope to gain are celebrity endorsements from famous animal activists such as Angelina Jolie. We aim to keep an eye on these activists which will therefore help us promote our products more easily to them.
We always believe there is room for improvement. We will continue to develop more social media events to drive online engagement and by doing this increase our social media presence. Like our products, we are aiming to create original and creative content that encourages interaction with customers.