2017SLEKRLDIGITALCAMPAIGNBYRELOADFEB.24THAGENDABRIEFRECAPSTRATEGYTHINKINGCREATIVEIDEAAGENDABRIEFRECAPSTRATEGYTHINKINGCREATIVEIDEACAMPAIGNOBJECTIVEBRIEFRECAPMARKETINGOBJECTIVEBuildnewbrandpositioning“effortlessbeauty”toenhancebrandimageandimproveconversionfromconsiderationtopurchaseBUSINESSOBJECTIVEDriveupsalesviafocuschannelsespeciallyinE-commerceCAMPAIGNMESSAGEBRIEFRECAPDELIVERANEWBRANDIMAGE—”EFFORTLESSBEAUTY”&PRODUCTSUPERIORITYRLCAMPAIGNKEYPLATFORMSLEKBEAUTYGIRLSELECTIONSHOWFindandselectnaturalbeautygirlCAMPAIGNIDEA—FINDYournaturalbeautyKEYMESSAGE—NATURALBEAUTYThemostnaturalstatewithoutanyartificiallayersTARGETAUDIENCEBRIEFRECAPOVERVIEWOFTAFemale25-40Bcityminded>80%families,mostlywithkidsSimilardistributionasmarketAbitskewedtolowerincomegroupAbitskewedtowardbiggerfamilysizeinlowtierci