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B5 Pro Spray Moisturiser Essay Case Assignment
B5 Pro Spray Moisturiser Essay Case Assignment
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
B5 Pro Spray Moisturiser Essay Case Assignment
Table of Contents
Techniques for Expressing the Central Idea 7
Legal and Ethical Constraints 9
DigiGeek is an innovative full-service marketing agency specialises in strategic thinking, marketing, branding, interactive solutions, and visual communication across a whole spectrum of media. Its team manages marketing projects from start to finish, beginning with ideation and digital strategy, all the way through to UX, website design and development.
DigiGeek has built a reputation as a full service creative and market intelligence agency. Our work is driven by experienced decision makers, creative designers, market analysts, copywriters, and digital producers who work together to assist our clients achieve their business objectives.
Our moto is ‘exuberant creativity’. We pride ourselves on our agile approach, bringing our clients value that they can measure.
We are a full-stack leading marketing agency that will scope your business needs to best determine how we can build your business brand and develop work efficiencies. Our combined experience in branding, lead generation, website design, application development, graphic design, and business strategy means we can provide an end-to-end solution for you, to help you grow your business.
DigiGeek team has helped organisations across a wide range of industry sectors including education, health and wellness, information communications and technology, not-for-profit, financial services, business consulting, career coaching and recruitment, hospitality, etc. to name a few. We work with a diverse client base in which each brand is unique and we formulate custom-built strategies with a data-first approach.
The members of our team behind each success story include:
As a ‘one-stop-shop’ digital marketing agency, we at DigiGeek offer a broad range of business solutions spearheaded by top-notch industry experts working in constant collaboration and communication with our amazing clients to create an impactful and memorable experience.
Our exquisite work that has been countlessly delivered across diverse industry fields is a testament to our passion in bringing futuristic and avant-garde ideas to the surface in combination with our strategically iterative and holistic methodology.
Our team combines decades of varied experience with integrity and transparency in the following areas:
Level 1, 483 Riley Street Surry Hills, NSW, 2010
+61 2 8888 DIGI connect@DigiGeek.com.au www.DigiGeek.com.au facebook.com/DigiGeekAUS twitter.com/DigiGeekAus plus.google.com/+DigiGeekAus instagram.com/DigiGeek linkedin.com/company/DigiGeek
Crystal Cosmetics is an Australian green beauty brand and one of the nation’s largest seller of organic cosmetics products including colour cosmetics, skincare, towelettes, fragrance, bodycare, and haircare items. The company prides itself for being the best natural organic beauty brand in the country and strongly believes in using only natural ingredients rather than mainstream or artificially engineered chemicals. The company is passionate and committed to the image of ethical green beauty. Crystal Cosmetics aims to portray this image to their consumers and other audiences in the beauty market emphasising the importance of natural ingredients to achieve a healthy standard of beauty.
Crystal Cosmetics has launched a range of new skincare products a while ago and the most successful item has been the B5 Pro, a spray skin moisturiser. The company is seeking to reach to the pinnacle of B5 Pro’s sales by creating greater awareness.
The following information about the B5 Pro product is provided by the client:
B5 Pro Spray Moisturiser
We have a range of skin care products, yet our most successful item has been our B5 Pro spray moisturiser. Everyday our skin is exposed to degenerating elements such as the weather, stress, our diet and skin irritations. It’s important for people to be aware of this degeneration, and ways they can naturally increase the health of their skin. The revitalising secret to our B5 Pro is in its active provitamin B5 ingredient.
Provitamin B5 is a member of the powerful B-complex vitamin family and is suitable for use with all skin types. Provitamin B5’s effectiveness in hydrating, soothing, healing and protecting skin makes it an effective ingredient in formulations to alleviate the following conditions:
- acne
- bed sores
- minor cuts
- diaper rash
- contact dermatitis (produced when the skin comes in contact with irritants or allergens)
- eczema
- insect bites
- scrapes
- sunburn.
B5 Pro is cleverly curated using revitalising ingredients, in particular with provitamin B5, vitamins A, C and E, rosehip oil, and shea butter. These ingredients help to revitalise the skin to its natural healthy glow.
B5 Pro is a premium quality product that comes in a biodegradable spray bottle to support the environment – as expected from Australia’s leading ‘green conscious’ beauty brand. It’s current retail price is $49.95 per 4 oz. tube and is sold at all chemists and supermarkets across Australia.
B5 Pro contains four key properties that revitalise the skin, these include:
Hydrating
B5 Pro is infused by Provitamin B5, which is a prominent humectant, a water binding substance used to retain and preserve moisture. It stabilises the skin barrier function assisting the skin to retain its moisture levels and safeguarding it from irritation. Applying B5 Pro to your skin will optimise your skin’s hydration while improving its elasticity and silky smoothness. It is deeply hydrating and it even helps to keep skin moist by absorbing moisture from the air, meaning it is ideal for the treatment of dry, scaly or rough skin.
Another key ingredient is Vitamin E, which possesses basic antioxidant properties that everyone needs. Vitamin E not only protects the skin against cell mutation in the sun and pollution, because it’s also an anti-inflammatory, it calms and hydrates sensitive skin, giving your skin a rejuvenated appearance.
Recovering
Provitamin B5 is as a natural anti-inflammatory skin healer and protector. This is mainly because its ability to relieve the symptoms of irritated skin, such as itchiness, pain and discolouration, and stimulating your skin’s healing processes.
Provitamin B5 has also been known to speed up the healing process of damaged skin by regenerating human tissue and making the skin more solid and elastic. Additionally, Provitamin B5 enhances the repair of the skin barrier while reducing inflammation.
Shea butter has so many benefits for the skin and is great in organic beauty products. Due to its cinnamic acid and other natural properties, shea butter has anti-inflammatory benefits for the skin. One compound in particular, lupeol cinnamate, was found to reduce skin inflammation and even potentially help avoid skin mutations.
Rejuvenating
Provitamin B5 provide instant skin regeneration. One of its major ingredient, Vitamin A, is known to increase skin cell regeneration, reducing wrinkles and repairing damage from harmful solar radiation.
Moreover, shea butter aids in the skin’s natural collagen production and contains oleic, stearic, palmitic and linolenic acids that protect and nourish the skin to prevent drying. With long term use, many people have reported skin softening and strengthening as well as wrinkle reduction.
Anti-aging
The softening properties of Provitamin B5 fused with Rosehip Oil, which is rich in Omega-3, 6 and 9 Fatty Acids, help plump the skin, smooth fine lines, lighten age spots, increase firmness, and promote a youthful appearance.
In addition, inclusion of Vitamin E blocks free radicals from the body, which plays a significant role in the aging process as it reduces wrinkles and keeps the skin with a vivacious looking. Combined with Vitamin C, B5 Pro also boosts the production of collagen and minimise fine lines, wrinkles, and scars.
As a friend of Mother Nature, our unique B5 Pro is:
- 100% certified organic
- not tested on animals
- dermatologically tested
- vegan friendly
- pH Balanced
- suitable for all skin types
- free from the following nasties that can be found in many other commercial products:
- Petrochemicals
- PEGS
- Propylene Glycol
- Mineral oils
- Phenoxyethanol
- EDTA
- Sulphates
- Silicones
- Parabens
- Animal Derivatives
- PABA
- Artificial fragrances and colours
- and over other 400 synthetic chemicals and toxic ingredients that have proven to have cancerous properties
- developed in partnership with environmental scientists
- based on in-depth research
- made with love in Australia.
Crystal Cosmetics is seeking to skyrocket the sales of B5 Pro. The company has a website where it displays an online catalogue which shows all goods for sale. The website is static and limited to exhibiting content without selling functionality. Customers can visit the website to explore the existing product line, however, they are required to visit the nearest physical store to buy a product.
The purchasing process is depicted below:
Crystal Cosmetics is seeking for an effective online ad copy to be placed on the website’s landing page which will boost the sales for the B5 Pro product.
While driving higher revenue and profits, the organisation wants to achieve the following:
- distinguish B5 Pro Repair Moisturiser from its rival, MySkin Beauty, by portraying the product as a better option for healthy skincare (see attached MySkin Beauty’s website ad copy)
- create a greater awareness for the product by highlighting its unique features
- convey the brand values of natural beauty and ethical, environmental friendly practices
- channel customers to learn more about the product and also store visit.
The client puts a strong focus on the product, rather than the brand as a whole. The copy needs to appeal to emotion by highlighting the effectiveness of the product in terms of its premium quality and ability to revitalise the skin.
Techniques for Expressing the Central Idea
The client wants the creative copy to utilise the following techniques:
- celebrity endorsement
- analogy
- medical endorsement
- storytelling
- product description
- anecdotes
- visual advertising
- highlighting therapeutic benefits
- consumer testimonials
- association
- scientific evidence
- recipe breakdown
- illustrations
- medical information
- persuasive ad techniques
- realism and product demonstration (e.g. before and after shots)
- any other suitable.
In order for the advertising copy to achieve promotional goals, it must engage and persuade the target audience. Through market research, the client’s target consumer based has been identified, as follows:
- primarily female
- aged between 30 and 65
- middle to upper class income bracket
- cares about their skin
- has a history with skin conditions such as scaly skin, dry skin, rough skin, severe sunburn, skin irritations and wounds
- believes in ethical skincare products
- wants to find a skin cream that won’t irritate their skin, and will fix any conditions they may have
- believes in the idea of natural beauty; conscious of the negative effects of artificial skincare products.
Overall, the copy needs to convey Crystal Cosmetics brand image as centred on natural healthy skin. The brand wants to be seen as a reputable, premium quality product that is proven to work.
The language of the copy must be English. Although it can include medical jargon when giving evidence or medical support for the product’s benefits, these must be basic and not confusing for consumers. Language must be ‘engaging’ rather than ‘off-putting’ due to its level of complexity.
The copy needs to include information on the product’s benefits to the consumer. It can include all benefits or select certain features that will best engage the target audience. The copy needs to give evidence for these benefits, to reassure the consumer that the product is high quality. It must have a unique selling proposition (USP) to differentiate B5 Pro from others available on the market.
The copy must be persuasively written ensuring the following:
- engage consumers by directly addressing their needs or wants
- provide information to highlight the quality and benefits of the product
- lead the consumer to purchase the product through a call to action
- encourage the consumer to learn more about the product through a call to action.
The copy must include emotional triggers that will provoke powerful response focusing on consumers’ need for a healthy skincare product and desire for premium quality.
The website ad copy needs to be simplistic in the idea it portrays. It needs to highlight the key benefits of the product, yet use a minimal amount of text to do so, as the consumer will only engage with the copy for a small amount of time. This means that the main aspects of the copy should simplistically showcase the brand image, the product, its benefits to consumers, and a trigger to learn more about the product and where to purchase it. Word count is not limited, however, should be concise and to the point.
Visual elements are at the discretion of the advertiser; however:
- the copy must use an image of the product tub:
- the copywriter must use the product image provided (see attached)
- the copywriter must insert the ‘butterfly’ brand symbol on the tub (see attached)
- the copywriter can alter the image of the product tub to make it look more appealing and align with the rest of the copy
- the copywriter must include the brand logo on the copy (see attached)
- all of the above must be appropriately positioned and easily visible to consumers.
The copy must include a combination of visual and textual elements. The copy is expected to be produced using an appropriate graphics design software. The output format must be adjusted to the highest visibility on the company’s website.
There are a range of copy options that can be used in the copy which are at the discretion of the copywriter. The copywriter will choose the placement and design of these copy options provided below. It is expected that the copywriter will use a minimum of four of these options:
- headlines
- subheadings
- illustrations
- body copy such as paragraphs
- captions
- instructions and descriptions
- taglines
- quotes
- call to action buttons
- video clips
- product and technical information
- textures
- imagery
- overlays
- angled boxes
- contrasts
- symmetries
- accents of colour
- animations
- shadows
- repeating elements
- linear accents
- any other suitable to address the requirements of this Brief.
The copywriter must:
- take into account any legal or ethical constraints to be considered when producing the web ad copy
- be aware of legislation and legislative instruments that are directly and indirectly related to the copywriting process
- document these constraints, including their key provisions, prior to undertaking the design process
- demonstrate good corporate citizenship throughout the lifecycle of the copywriting process.
The deadline for the completion of this project is one week (including weekend days) from the receipt of this Brief.
Hourly pay for the copywriter is $50 with no overrates and the total budget is $1,500 AUD.
Page 8
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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