Tarte Cosmetics Idea Pitch Mock-Up
Original Pitch
Tarte for the Frequent Flyers and Girls on the Go!
This campaign targets world-travelers, entrepreneurial business women, and girls on the go! The basis of the campaign is to create a “suitcase” of Tarte products that are TSA-friendly, featuring only the essentials for trips, and making packing makeup much more efficient and mindless. The messaging behind this campaign is to simplify the makeup process for busy women who don’t have time to think about what makeup they will pack.
Tarte is known for brand trips, and frequently flying out influencers as a marketing tactic. Except, instead of sending influencers, Tarte will fly out 10 women-owned business leaders to an event hosted by CEO, Maureen Kelly. This campaign targets women who are constantly flying for work while also delivering the idea that Tarte cares about their users. Maureen being a female CEO, and start-up owner, will help lead the women with an educational course for the duration of the trip. As usual, Tarte will also create brand packages and influencer content to help popularize the idea. Jet-setters like Alix Earle, who is always known for being on a flight, will be gifted this product. This campaign hopes to create a connection between users and Tarte, taking a new approach on their brand trip strategy.
Email Pitch
Subject: Streamlining Tarte’s Brand Presence Through Strategic PR
Dear Lauren Vacca,
As a leader in the cosmetics industry, Tarte has paved the way for clean beauty marketed through non-traditional strategy. The success of the business model has created brand loyalty and unprecedented success. Our extensive research highlights that your target market—primarily millennials and Gen Z— looks for authentic, transparent brands focused on sustainability and ethics. This presents a unique opportunity for Tarte to amplify its message and further establish its position as a go-to for eco-friendly beauty solutions.
In our recent competitive analysis, we identified key players in the clean beauty space and their successful strategies, revealing gaps that Tarte can capitalize on to differentiate itself. Creating strategies with increased focus on pressing topics that Tarte has already shown interest and innovation in, we believe that the brand’s platform can expand. Our tailored approach combines partnerships, content creation, and community-driven initiatives to resonate with your audience. We are inspired by the company’s past work and believe that implementing our outlined plans will cause growth within the company. I’d love the opportunity to discuss how we can collaboratively elevate Tarte’s brand presence and achieve your communication goals.
Looking forward to the chance to connect!
Best,
Coral Giist
Head of Client Acquisition
Coral Communications
coralgiist@gmail.com
Client Proposal
Tarte Cosmetics, a leader in the clean beauty sector, is set to launch an innovative product designed to cater to the needs of busy women who are frequent flyers. The new offering, “Tarte for Girls on the Go!”, is a comprehensive makeup set that includes all essential items for a full-face application, all packaged in TSA-safe sizes. This product is uniquely designed to resemble a small suitcase, making it not only functional but also stylish and convenient for travel. The initiative aligns perfectly with Tarte's mission of female empowerment and entrepreneurship, resonating with its target audience.
Tarte Cosmetics was chosen for this initiative due to its dynamic marketing strategies, commitment to clean products, and inspiring leadership under CEO Maureen Kelly. Kelly’s advocacy for women-owned businesses and her emphasis on Tarte’s humble beginnings have solidified the brand’s reputation as an advocate for female empowerment. By studying Tarte's innovative business and advertising models, it's evident that the brand is well-positioned to introduce products that resonate with modern consumers, especially women who juggle multiple roles in their daily lives.
The “Tarte for Girls on the Go!” product encapsulates the brand’s focus on authenticity and convenience. It addresses a consumer need for portable beauty solutions while promoting the message of empowerment. This initiative showcases Tarte’s dedication to supporting working women and reinforces Tarte’s commitment to providing high-quality, clean products that allows for consumers to make easy, informed choices.
This initiative has primary goals that will be achieved throughout both the product release and marketing strategy. First, increased Consumer Recognition. Creating a product that is targeted towards women like Maureen Kelly, who are starting a business, constantly flying for work, or jet-setting for leisure. This product will allow for a significant segment of Tarte's target audience to feel acknowledged and valued, demonstrating that Tarte is attuned to their needs and concerns. The marketing strategy for this campaign will create increased Community Engagement. The campaign includes an organized brand trip for 25 women entrepreneurs, offering them a unique opportunity to learn from Maureen Kelly and participate in an influencer trip. This initiative emphasizes Tarte’s desire to give back to the community and support the success of other businesses. Lastly, Tarte wants to reach out to the average consumer and create product accessibility. This is done by creating an affordable and accessible product that invites more individuals to experience Tarte’s products, leading to a more expansive reach and customer base.
Launching this initiative comes with potential challenges that will be addressed strategically. The beauty industry is highly competitive, and standing out in a saturated market requires innovative marketing approaches. Tarte needs to distinguish its offerings clearly and effectively communicate what makes “Tarte for Girls on the Go!” unique compared to other makeup brands.Additionally, consumer education will play a critical role in the success of this product. Tarte will articulate the benefits of the makeup carry-on bag effectively, emphasizing its convenience and practicality for busy women. This messaging is essential to ensure that consumers understand the value proposition beyond simply purchasing smaller makeup items.
The beauty and cosmetics industry is constantly in evolution, with an upwards trend toward clean and sustainable products. Tarte Cosmetics is well-positioned within this landscape, appealing to a demographic that prioritizes ethical consumerism. The target audience, primarily women aged 18-45, relies heavily on social media for information about products and beauty trends. Platforms like Instagram and TikTok serve as primary channels for engagement, where influencers significantly impact purchasing decisions.
Tarte has previously executed successful PR campaigns, particularly influencer trips that have significantly boosted brand visibility and engagement. The brand currently boasts over 2 million followers on social media and ranks highly in the clean beauty segment, indicating strong brand loyalty and recognition. Tarte has become an example in the industry of successful social media marketing. They were one of the first makeup brands to launch their products on Tik Tok shop. Most prominently, their Maracuja Lip Product being one of the top selling makeup products on the platform.
Tarte Cosmetics business model has many strengths, including a strong brand identity that represents clean, vegan beauty, appealing to health-conscious consumers. The brand is known for being leads in clean and high-quality makeup, one of their most acclaimed products being the Shape Tape Concealer. With that being said, Tarte faces challenges being at a higher price point, which can deter budget-conscious shoppers. Tarte also has limited in-person retail presence compared to larger competitors. Tarte must navigate threats from intense competition, as numerous brands compete for market share, and be vigilant about the rapid changes in consumer preferences that can impact its relevance in the beauty industry.
Competitor Analysis
Too Faced
Strengths
Historically known for quirky and bold marketing, refer to the “Better Than Sex” mascara.
Acquired by Estee Lauder, a renowned makeup and beauty company.
Weaknesses
Less focus on clean beauty and eco-conscious choices.
Similar pricing to Tartem which could demotivate buyers.
Opportunities
Increased engagement on social media, particularly through platforms like TikTok.
Creating more of an emphasis on clean products, the company is known for using chemicals in their products. Which is deemed problematic in today’s market.
Threats
Market saturation in the makeup industry, especially targeted towards younger crowds.
Challenges in sell points, less people are going into stores.
Urban Decay
Strengths
Renowned for high-quality products, such as the Naked palettes.
Cruelty-free, vegan products.
Weaknesses
Commonly known for being found in discount stores like Marshalls, TJ Maxx, etc. which changes user’s perception of a brand.
Some of their products use PFAs which can be linked to serious health effects with a number of dangerous side effects.
Opportunities
Growth potential in influencer and social media marketing, can be done through continued partnerships with beauty influencers to enhance brand reach.
Potential to create a breakthrough product which can gain as much popularity as the Naked palettes.
Threats
Fervent competition from other brands who also emphasize clean beauty.
The health risks that are involved with using PFAs, can lead to detriment to consumer health.
To effectively engage Tarte's target audience, there will be the implementation of a multi-pronged communications strategy. First, social media will be used in order to post promotional content, send out PR packages to popular influencers, and reach out to women business owners. Another part of the communications strategy includes community relations, a large part of our marketing strategy is to organize a brand trip for women entrepreneurs, fostering community and brand loyalty, while partnering with women-focused organizations. The women will be found through social media platforms, and will have to post a minute long pitch on Tiktok as to why they should be chosen to be a part of Tart’s brand pitch. The majority of the marketing will be unpaid, the only utilization of paid marketing will be an email campaign sent out to Tarte promotional members. The launch of “Tarte for Girls on the Go!” represents an exciting opportunity for Tarte Cosmetics to reinforce its commitment to supporting women while addressing the needs of modern consumers. By employing a strategic communications plan and overcoming anticipated challenges, Tarte can enhance its position in the competitive beauty landscape, making a lasting impact on its target audience.
