I am currently working on a communication plan for an organic and environmentally friendly lipstick for my integrated communication marketing course. The product has to reflect glamorous, natural and eco-friendly attributes. I am asked to come up with innovative below the line communication tools. I have found a few but I was wondering if you had any ideas on how to market the product effectively and in an innovative way. The target market is women between 18 and 30 years old living in major cities as well as suburbs that respect the environment. I already use a teaser campaign via direct marketing, sponsorship of a non for profit organisation event, participation in beauty expositions, POP advertising, and giving samples away in major shopping centers. I need to come up with some other campaigns that really stand out, highlight the points of differences and are innovative. I would really appreciate your help.

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Jay’s Answer: Focus your thinking on your target market:

• What activities do they enjoy?
• What organizations are they likely to be members of?
• Where do they get their information on beauty products?