COURSE: MARKETING COMMUNICATIONS
ACTIVITY: MARKETING COMMUNICATIONS MIX & PITCH
EXAMPLE
Launching a Luxury Skincare Brand – LuminaGlow
Brand/Product:
• LuminaGlow, a luxury skincare line made with natural ingredients like sea algae
and pearl extracts.
• The product line includes anti-aging creams, serums, and moisturizers, marketed as
“nature meets luxury.”
Target Audience:
• Women aged 30-50, middle to high-income professionals, interested in premium
self-care products.
Budget Constraints:
• High budget ($150,000).
Market Challenges:
• Entering a crowded skincare market with established luxury brands like Estée
Lauder and L’Oréal.
• Must convey the brand’s unique proposition of combining natural ingredients with
luxurious results.
Suggested Communication Tools and Creative Outputs
1. Advertising:
o Develop a full-page print ad for a luxury lifestyle magazine (e.g., Vogue)
featuring LuminaGlow’s hero product, the “Pearl Radiance Serum.”
o Highlight the tagline: “Glow Naturally, Glow Luxuriously.”
2. Sponsorship:
o Partner with a high-end wellness retreat to include LuminaGlow products in
gift bags for attendees.
o Sponsorship logo: “Official Skincare Partner of Serenity Spa Week.”
3. Internet/Social Media Marketing:
o Create an Instagram carousel post featuring the product’s ingredients,
benefits, and testimonials from beauty influencers.
o Use the hashtag #GlowWithLumina and promote a giveaway: “Win a $500
LuminaGlow Skincare Kit.”
4. Packaging:
o Design sleek, eco-friendly glass jars with minimalist gold accents to
emphasize luxury and sustainability.
5. Publicity/PR:
o Write a press release announcing LuminaGlow's launch, highlighting the
product's unique blend of natural and luxury ingredients.
o Include quotes from the founder about their vision for the brand.
Creative Output Example
Advertising – Full-Page Print Ad for Vogue:
• Visuals: A close-up of the “Pearl Radiance Serum” surrounded by glowing pearls and
a sea algae background.
• Copy:
o Tagline: “Glow Naturally, Glow Luxuriously.”
o Body Text:
"Experience the ultimate in skincare innovation. LuminaGlow combines
nature’s finest ingredients with cutting-edge science to reveal your radiant
beauty. Discover the luxury of self-care."
o Call to Action: "Available at select luxury retailers and LuminaGlow.com."
• Plus a quick design draft/ moodboard on Canva/ reference from a past print ad
•
•
