Strategic Message Planner

 Strategic Message Planner: The Ordinary Mineral UV Filters SPF + Antioxidant Serum Foundation

Advertising Goal

To help further develop The Ordinary’s product selection and image with a sensible product that is exceptionally user-friendly and benefits/supplements the results of existing formulations.

Client: Key Facts

  • ●  The Ordinary is a clean, functional beauty brand that values transparency and honesty within its ingredients.

  • ●  The Ordinary was created in 2016 by DECIEM, an umbrella company of multiple unconventional skincare brands.

  • ●  The brand creates high-quality products at an affordable price, with most products listed for under $10.

  • ●  Its products embrace simplicity and a distinct focus on the specifics of ingredients, formulas, and percentages.

  • ●  The Ordinary established its following and instilled its purpose within its signature skincare serums, oils, exfoliators, cleansers, and more. Its most popular products include its Hyaluronic Acid 2% + B5 serum, AHA 30% + BHA 2% peeling solution, and Niacinamide 10% + Zinc 1% formula.

  • ●  In its expansion, the brand launched its first makeup product, The Ordinary's Colours foundations, which have sold more than 3.2 million units since its launch in 2017 (Women’s Wear Daily).

    Product: Key Features

    What is the Product?

  • ●  The Ordinary Mineral UV Filters SPF + Antioxidant Serum Foundation is just as the product name states.

  • ●  The tinted sunscreen offers SPF 30 protection.

  • ●  Infused with minerals and antioxidants, the serum hydrates, protects, and supports the

    skin's response to UV radiation.

  • ●  Its lightweight foundation serum formulation provides a natural, medium-coverage look

    and feel on the skin.

  • ●  The formula is made to accommodate 21 different skin tones.

  • ●  The product is available to purchase in a 20ml supply for under $8.80.

  • ●  The serum is low in viscosity and can be dispensed with a nozzle applicator for easy

    application.


● The product is clean, safe, and easy for anyone to use, regardless of skin type or if they are a beginner, intermediate, or expert in skincare.

What is the Purpose of the Product?

  • ●  The purpose of the Mineral UV Filters SPF + Antioxidant Serum Foundation is to provide a harmonious combination of coverage and skincare.

  • ●  The product will act as a strong asset to use to protect the skin daily and especially after the use of The Ordinary's stronger, exfoliating products such as the popular AHA 30% + BHA 2% peeling solution.

  • ●  The foundation helps to conceal and save the skin from years of visible damage.

    What is the Product Made of?

  • ●  The Mineral UV Filters SPF + Antioxidant Serum Foundation is formulated with minerals, antioxidants, anti-irritant support, and a lightweight pigment suspension system.

  • ●  Some of the more specifics of the suncare components include a bio-active antioxidant network, a unique blend of hygroscopic molecules to form a bio-sugar complex, skin-identical lipids, and Tasmanian pepperberry.

  • ●  The ingredients list includes Cyclopentasiloxane, Aqua (Water), Caprylyl Methicone, Coconut Alkanes, Methyl Methacrylate Crosspolymer, Trimethylsiloxysilicate, PEG-9 Polydimethylsiloxyethyl Dimethicone, Coco Caprylate/Caprate, Dimethicone/PEG-10/15 Crosspolymer, Dimethicone, Dipropylene Glycol, Tocopherol, Polyglyceryl-3 Diisostearate, Polyglyceryl-3 Polyricinoleate, Polyglyceryl-4 Isostearate, Disteardimonium Hectorite, Hectorite, Sodium Chloride, Hexyl Laurate, Dimethicone/Vinyl Dimethicone Crosspolymer, PEG-10 Dimethicone, Stearic Acid, Alumina, Trisodium Ethylenediamine Disuccinate, Phenoxyethanol, Chlorphenesin, Zinc Oxide, Titanium Dioxide, Glycerin, Helianthus Annuus Seed Oil, PEG-9 Polydimethylsiloxyethyl Dimethicone, Hexyl Laurate, Polyglyceryl-4 Isostearate, Caprylic/Capric Triglyceride, Astaxanthin, Disodium Uridine Phosphate, Ethyl Ferulate, Rosmarinus Officinalis Leaf Extract, Tasmannia Lanceolata Fruit/Leaf Extract, Haematococcus Pluvialis Extract, Picea Mariana Bark Extract.

    Who and What Made the Product?

● The Mineral UV Filters SPF + Antioxidant Serum Foundation was created in a lab by a team of DECIEM research and development associates.

Target Audience: Demographics and Psychographics


The target audience of the UV Filters SPF + Antioxidant Serum Foundation advertisement would be young adult women from the ages of 18 to 25. They are familiar with makeup and skincare and would like to utilize both to improve the health and look of their skin. This could be returning users and lovers of The Ordinary brand and its products, or newcomers who are looking for a good place to start. The target audience is looking for a way to ethically and affordably update their skincare routine with a product that is unique from other coverage cosmetics. The ideal clients appreciate lightweight medium-coverage formulations that aim to support, enhance, and protect the skin, not solely to cover it up.

The average age of the target audience is 21. They reside in the United States of America and their living situation is either in an apartment or at home with their parents. According to the US Census Bureau, The number of adults ages 18 and older living in shared households increased in 2019 to 81.2 million, representing about a third (32.2%) of all adults ages 18 and older. The target audience is either a student or not yet established in a career and makes under $30,000 a year. Because of this, they do not have much of a disposable income and gravitate towards more affordable products.

Members of the target audience are well-connected with the world and in keeping up on trends. They use popular social media applications such as Instagram, Twitter, TikTok, Pinterest, and Snapchat. They are always on the search for ways to stay up to date and to find good deals. As they are of a younger generation, they do not listen to the radio, but get their news and entertainment from podcasts and television.

Product Benefits:

  • ●  Each ingredient in the UV Filters SPF + Antioxidant Serum Foundation product is clean, ethically sourced, and serves a distinct purpose.

  • ●  The product will give the skin an easy and effortless glow that feels skin-like and is long-lasting.

  • ●  The SPF protection is effective on all skin types and is available in a range of pigments to match any skin color.

  • ●  The formulation is alcohol-free, nut-free, vegan, gluten-free, and cruelty-free.

  • ●  Being inspired by other successful and popular The Ordinary products, the formulation is

    proven to be effective in providing sun protection and lightweight coverage.

    Direct Competitors and Brand Image:

    Direct competitors include other tinted sunscreens/SPF foundation-type products.

● Milk Makeup Medium Sunshine Skin Tint Clean SPF 30 Foundation


  • ○  Milk’s product offers a clean formula that is cruelty-free, paraben-free, silicone-free, cruelty-free, and gluten-free. Its foundation is sold in a 16ml bottle for around $42. There are 14 different shades currently available.

  • ○  The target audience believes that this could be a good option with its clean ingredients, but is turned away by the hefty price tag that comes along with the product.

● CeraVe Hydrating Sunscreen Face Sheer Tint SPF 30

  • ○  Its product is 100% mineral-tinted sunscreen that protects and hydrates the skin

    without any white cast or greasy feel. The formula claims to feature a universal tint that blends seamlessly with all skin tones and thus only provides one shade. It runs for about $17 for a 1.7 oz supply.

  • ○  The target audience appreciates the hydration and protection aspects of the product but is wary of its coverage potential and lack of shade options.

    Indirect Competitors and Brand Images:

● Mixing sunscreen with a regular foundation
○ The target audience takes their regimen more seriously than this and does not

want to mix opposing consistencies. They know that their desired result of seamless hydration, protection, and coverage is not best achieved by doing this.

Product Brand Image:

  • ●  Current Brand Image: The target audience is excited for another extension into makeup products from The Ordinary. However, they may think that this combination is too good to be true and won’t fully satisfy both needs as quality suncare and coverage.

  • ●  Desired Brand Image: The Ordinary Mineral UV Filters SPF + Antioxidant Serum Foundation is indeed the best of both worlds. The brand is conscious and active in solving skincare needs and provides effective products that offer upfront, simple solutions.

    Strategic Message: The Promise

    The Ordinary Mineral UV Filters SPF + Antioxidant Serum Foundation will give you adequate protection from the sun while giving you the proper hydration and coverage that you desire.

    Supporting Evidence: The Proof

● The Ordinary formulations are properly and extensively researched, tested, and produced in-house in a DECIEM lab.

  • ●  The Ordinary uses ingredient combinations that are safe and comply with regulations.

  • ●  Product testing has shown that the Mineral UV Filters SPF + Antioxidant Serum

    Foundation is comfortable to wear, effectively supports and protects the skin, and causes

    no harm.

  • ●  The lightweight formula makes it easy to incorporate SPF into your daily makeup routine

    so that your skin is both covered and cared for.

    Works Cited

    https://www.census.gov/library/stories/2020/09/more-young-adults-lived-with-their-parents-in-2 019.html

    https://wwd.com/beauty-industry-news/beauty-features/the-ordinary-launches-colours-foundatio n-at-ulta-1234575314/ 








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