BEAUTY AND WELLNESS MANAGEMENT

SOCIAL MEDIA MARKETING AW5007FP

Practical Assignment 2

Beaute Hub
Name And Index Siew Rui Xuan Clarissa (16)
Class US2204P

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 CONTENT PAGE

S/N Description Page

Reference No

1 Introduction 1

2 Content Page 2

3 Choice of Promotion 3

4 Promotion Collaterals 4-6

5 Target Audiences 7-9

6 Type of Content 10 - 15

7 Style Of Writing 16

8 Digital Image Editing Tools 17 - 19

9 References 20

10 Appendix 21 - 22

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Choice Of Promotion

“Set Fire to the Rain” on September, during Autumn Season.

Details of Promotion

As Autumn falls into the month of September, our company has came up with a promotion to
release a new product line which is Fall themed. It is planned to launch on the 1 st of September
and it will end at the end of the month. The product line will include an eyeshadow palette, 2 shades
of lipsticks and 2 shades of cream blushes, it will be sold as a bundle or separately. The price
ranges from $15 to $30 separately, whereas as a bundle, it will be sold $45.

Elaboration of This Choice and Promotion

The reason why I chose this promotion is because this month is the
preparations of many kinds of celebrations such as Diwali, Chuseok,
Dia De Los Muertos, Halloween, Mid-Autumn Festival, Thanksgiving
and early Christmas. This promotion is an advantage to the company
as many types of people will want to go to parties, dinner and
gatherings during this time and maybe even start buying gifts for their
loved ones as Christmas will be approaching too. People would also
want to post on social media about their makeup looks inspired by
these events or go to parties dressed up, especially for Halloween.
This will raise up sales for the company and increase revenue.

During this time of the year, it’s mostly about family bonding, being with your loved ones and just
enjoy each other’s company. Although muslims cannot celebrate these events religiously as it is
haram, they still can go to parties and gatherings for fun or prepare gifts for their loved ones as
they can still take part in activities like Secret Santa, just not religiously.

According to the historical studies of Fall season, this season symbolises the balance Earth finds
on the equinox when the equator is closest to the sun and the length of daytime and nighttime are
almost equal in length.

To promote this, we will post on our social media channels such as Instagram and utilise Instagram
features to advertise our promotion.

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Promotion Collaterals

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Target Audience
A target audience is a group of consumers characterised by
behaviour and specific demographics, such as female extreme
athletes between the ages of 18 and 25. Target audiences are a
pillar of most businesses influencing decision-making for
marketing strategy.

Purpose of Having a Target Audience

Target audiences are what helps companies get influences in decision-making for marketing
strategies. Target audiences are often used to decide for where to spend money on ads, how to
appeal to customers, and what product to build next. They are also used to define the buyer
persona of a business, as well as identify the audience to allow businesses to know where to focus
on for marketing so that revenue and sales will increase.

Justification of Chosen Target Audience

Our company’s target audience for this promotion are individuals of any gender from the age of 18
and above who are interested in make-up or are interesting in having new makeup products. The
products in this collection can be used as early gifts as September is the start of fall season, which
is the preparation of Christmas and other events that are happening. As it is Fall season, it is when
everyone is spending time together with loved ones and cherishing each other.

People of ages from 18 and above typically start wanting to beautify themselves to make them
feel beautiful and pretty with the use of makeup and skincare. And as puberty hits, they will begin
to have some flaws in their skin, such as acne, aging scars and wrinkles. They would want to use
makeup and skincare to cover up those flaws to feel confident. They will also use makeup and
skincare to make themselves look appropriate for events, work, parties and gatherings. If they are
creative, they would even use makeup to create amazing looks inspired by events that happen
throughout the year, which in this case is Halloween and Christmas.

The two main groups that our company is targeting are Generation Zs (18 years old and above)
and Millennials (25 years old and above).

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Why Target Generation Z
Generation Z expects brands to be drivers of social
change and looks for fair labor practices, inclusivity, and
sustainability. Gen Z consumers are more likely to buy
sustainable and high-quality products. 73% of Generation
Z consumers are willing to pay 10% more for sustainable
products, according to a report from First Insight. They
value personalised products and are often drawn to
brands that share their point of view on political issues.

As our company makes products that are Wudhu friendly as well as vegan friendly, Generation Z
would definitely buy our products as they often go for companies who are sustainable and cruelty
free from animal testing or use of animal products (animal fat). Our company also have morality
values such as that we respect everyone’s religion, ethnicity as well as sexual preferences (even if
we do not support it) and Generation Z would respect our values as well as they are a more
understanding generation of people.

This generation would also help our company to be more creative in catching attention for when
we are having promotions. They are socially active in the digital world, which is good for the brand
as it will catch us more customers and increase the sales for the company, especially when
Generation Z would always post the products they use on social media and share about it, in both
good and bad ways. This is because they want to promote everyone to be able to trust certain
brands since this generation grew up reading “fake news” and want companies to keep it real. At
the end of the day, this generation would overall trust and be loyal to companies who aren’t fake
and keep it real.

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Why Target Millennials
Millennials are the largest generation in history, they
have disposable income, and their diversity makes
them open-minded consumers. Millennials are more
open minded and experimental when it comes to
shopping, they are eager to find new ways to do things
which makes them an excellent market for innovation.
This generation has witnessed technological growth
and development.

As a result, they are considered more progressive, creative and have far thinking than earlier
generations. Millennials are often more active socially as well like Generation Zs. They are more
accessible through social media, and it would be easier to catch their attention when having
promotions.

They often build online communities as well which makes it easier for companies to get increase
of sales and a high surge of customers. Knowing this, this could bring more awareness to our
company and our brand.

In addition, they also only trust brands that they know like Generation Z does. This generation will
help our company learn how to keep loyal customers by being authentic with them and learn how
to adapt to their ways as Millennials are very carefree.
Moreover, when they see our promotion, “Set Fire to The Rain”, it will attract a lot of attention as
the poster made is eye-catching which is what Millennials like to see.

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Type of Content

What Is Social Media?

Social media refers to the means of interactions among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks.
People use social media to interact with others like their families, friends and loved ones as well
as post pictures regarding their lives, opinions, reviews, recommendations and even just them
having fun with their pets. People use social media to stay in touch with others as well by
commenting on posts and messaging them through the messenger features of the app. Businesses
nowadays use social media to keep in touch with their audiences and promote their products and
promotions to seek for more customers and be able to increase their sales. Business also use
social media to seek out customer concerns and criticisms so that they will be able to improve on
the business.

Pros and Cons of Social Media

Social Media can be beneficial for businesses as it can help to attract customers and help
businesses to engage with their customers. Businesses use social media to promote, advertise
and do giveaways.

Advantages of using social media for businesses are:

1. Develop your brand:

➢ A strategic method for generating and separating your company's image, goods,
and services from those of your rivals is called brand development.
As part of development, your brand must be in line with your company's goals, co
mmunicate with your target audience, and be updated or strengthened as needed.

2. Exchange ideas to improve the way you do business:

➢ Effective workplace communication is crucial for a business's success, as it

fosters strong client and employee relationships, ensures everyone is aware of
their roles, and keeps workers motivated and productive. However, accurate
communication is essential for successful exchange of ideas and information. It
involves expressing ideas in a way that ensures comprehension and ensures
accurate communication.

3. Increase revenue by building customer networks and advertising:

➢ Companies prioritise increasing sales and revenue by focusing on customer

responses and marketing strategies. Advertising campaigns attract new customers
and maintain existing ones, boosting profits and achieving long-term goals.

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However, social media can have disadvantages as well as it can affect the customer loyalty and
respect if the business has done anything wrong.

Disadvantages of using social media for businesses are:

1. Unwanted or inappropriate behaviour on social media site:

➢ Social media's increasing integration into daily lives raises inappropriate

behaviour, necessitating training for business owners and managers to manage
and protect against tribunal claims.
➢ For example, harassment or bullying about religion, race, gender and sexual
orientation can happen on social media just with a few clicks on the keyboard and
it will be posted in the comments of a normal post.

2. Risks of getting information leaks or hacking:

➢ Sharing confidential information on social media platforms may constitute a breach
of confidentiality for businesses, employees, or clients.

3. Needing additional resources to manage online presence:

➢ Not having an online presence can make businesses miss opportunities of
collaborations with influencers or other brands, declination of customer trust, and
missed customer engagement. This means that the business may suffer from
marketing and promotion which will cause the business to shut down due to the
lack of sales and revenues needed to keep the business up and running.
➢ To succeed in today's business landscape, companies must prioritise their online
presence, invest in strategic digital marketing, and adapt to evolving consumer
behaviours. This enhances brand visibility, engages customers effectively, and
unlocks growth opportunities.

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Examples of Social Media Apps
There are multiple types of social media apps that are special with their very own features. Some
examples of these social media apps would be:
1. Instagram
➢ Instagram is a free photo and video sharing app available on
iPhone and Android.

2. Facebook
➢ Facebook is a website which allows users, who sign-up for free
profiles, to connect with friends, work colleagues or people they
don't know, online.

3. Twitter
➢ It is a microblogging service which is a combination of blogging
and instant messaging. Registered users use Twitter to post,
share, like and reply to tweets with short messages.

4. TikTok
➢ TikTok is a social media platform for creating, sharing and
discovering short videos. It is typically used by younger people
and millennials.

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Choice of Social Media App
According to my target audience chosen, I have chosen to use Instagram as the app I will be using
to promote and advertise my business on as Instagram is typically used by younger people and
millennials often.

Description of Instagram

Available on iPhone and Android, Instagram is a free picture and video sharing app.
Our service allows users to post photographs and videos that they may then share
with their followers or a small group of friends. They can also browse, comment on,
and like the Instagram posts that their friends have shared.

Kevin Systrom and Mike Krieger's mobile check-in software Burbn served as the basis for
Instagram's early stages of development in San Francisco. While working on Burbn, Systrom
closed a seed funding round with Baseline Ventures and Andreessen Horowitz on March 5, 2010,
for a total of $500,000 (which will be worth $615,400 in 2021). The IOS (iPhone) platform was used
to deploy it first.

Despite its popularity and success, Instagram faces criticism for alleged censorship policy
changes, user interface modifications, and illegal content uploaded by users.
Instagram can be used to advertise for-profit goods and services.
Because of its emphasis on visual communication, which may be quite beneficial for business
owners, it can be separated from other social networking platforms.
The platform's vast user base and rapid growth rates might also result in high engagement.
Due to the platform's ability to be used for free even for commercial purposes, it can also assist
businesses in reducing branding expenses.
However, the platform's emphasis on visual communication can occasionally work against the
presentation of material.

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Objectives of Instagram

Marketers must establish a transparent pipeline, translating business goals into marketing
objectives, and implementing a strategic content strategy to achieve positive ROI (Return on
investment).
These are the common objectives of Instagram:

1. Brand awareness:

➢ Brand awareness involves building general knowledge of a brand through

appropriate content, distribution channels, and targeting strategy, ensuring
products reach the right people at the right time. Brand-awareness campaigns
promote positive news, company updates, customer testimonials, and helpful
information to shift online conversation and dispel misconceptions about your
brand.

2. Online community:

➢ Establishing an online community is a significant decision requiring

organisational buy-in and commitment for success. Online communities
require specific guidelines for engagement, moderation, and management.
With online communities, you can build real connections, stand out from the
competitions with better customer services, improve on products and customer
service as well as decrease support costs by crowdsourcing support.

3. Announcing upcoming events:

➢ Announcing upcoming events helps to build brand recognition, strengthen the

community as well as build trust. Hosting events promotes your name and helps
people connect with your brand. people attending your events can build
relationships with each other and strengthen the community as well as let people
know who you really are as a company, building up customer loyalty and trust

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 4. Product and services:

➢ It is vital for businesses to define their product & service offerings so all of their
marketing materials are sending the same message and target markets can be
identified. Clarity is crucial for a business's vision and success. It allows
businesses to focus on their products or services, their bestselling locations, and
the market's location. By having a clear vision, businesses can better understand
their target audience and maximise their profits.

5. Building bonds with influencers:

➢ Short-term influencer relationships may boost reach and engagement, but

long-term strategies establish trust, credibility, effective campaigns, and brand
community, enhancing brand engagement and effectiveness. Long-term
brand/influencer relationships are more valuable than one-time campaigns.

Justification of App Chosen

I chose Instagram as most millennials and Gen Zs use the app often. They use it everyday of their
lives to check out on their favourite brands, influencers and even their own loved ones. According
to research, most Instagram users are from the age of 18 years old – 24 years old and 25 years
old - 34 years old. Using this information, our company has targeted Millennials and Gen Zs for our
promotion and marketing.

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Style Of Writing
The style of writing chosen is Persuasive Writing.

What is Persuasive Writing?

Persuasive writing tries to bring other people around to your point of view. It contains the
opinions of the author, and its main purpose is to convince others to agree with the author’s point
of view. Thus, persuasive writing contains justifications and reasons.
Persuasive writing appeals to consumers' needs and desires, using emotional responses to
frame products in a positive light and highlight their benefits. It aims to motivate consumers to
purchase a product or service. Persuasive writing is often used in advertisements or commercials
and marketing pitches.

Justification of Writing Style Chosen

Persuasive writing was chosen as it focuses more on the audience’s wants and needs. It can
increase profits and develop relationships with consumers. Persuasive writing in customer
service can increase the positive word of mouth and increase the level of satisfaction that
customers experience while dealing with the company.
Persuasive writing has benefits which are:
1. Focus on User - Oriented Speech:
➢ The goal of persuasive writing is to meet customer needs. These techniques
frequently produce appealing that provide consumers very specific advantages. To
draw in viewers and keep them watching, these commercials frequently employ
"you" terminology.

2. Establishes Credibility:

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 ➢ Consumers are persuaded to buy your product or service through persuasive
writing based on their feelings, not on the facts. Using these techniques, you may
build credibility through persuasive arguments. These reasons persuade
individuals to take action and trust you.

3. Builds Brand Loyalty:

➢ Through emotional appeals, persuasive writing encourages customers to buy a
product. Based on how the advertising make them feel, consumers decide which
things to buy for particular reasons. Customers are frequently inspired to make
repeat purchases by persuasive commercials because they build a tie or
connection between them and the brand.

Digital Image Editing Tools

History of Adobe Fresco

Adobe Fresco is a vector and raster graphics editor developed by Adobe primarily for digital
painting. Originally designed for the Apple iPad with Pencil support, development for Adobe
Fresco began in late 2019. Along with Creative Cloud, Fresco was released as part of CC 2019.
Adobe Fresco for iPad with Pencil support was first announced in November 2018, and was
released in November 2019 as said in Adobe MAX 2019.
The Adobe Fresco app has since been made free of charge to use, but it has a premium
subscription that can be purchased separately or along with the Creative Cloud All Apps
subscription.

In 2022, Adobe Fresco was reviewed as an easy way to create art with sketching, painting, and
watercolour on an iPad.

Features of Adobe Fresco

Adobe Fresco offers a user-friendly interface with Live Brushes, basic photo editing, layering, and
other tools for creating and manipulating artworks. The sidebars provide tools for various tasks,
such as drawing, typing, painting, reshaping, slicing, symbolism, and sketching. Unique brush
features include colour dynamics, multi-colour swatches, and seasonal brush pack releases from
Kyle T. Webster. Adobe Fresco subscriptions provide access to seasonal brush pack releases
compatible with both Photoshop and Fresco brushes. The software also offers two animation

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methods: frame-by-frame and motion path animation. The Settings menu provides fine-tuning
sliders for playback speed and type.

Adobe Fresco is a companion app for Adobe Photoshop, offering transformation and selection
tools like Skew and Distort. While not specifically designed for photo editing or compositing, it
can perform light editing like distortions and selections. The app also includes liquify tools and
smudge brushes, but advanced editing should be done using Adobe Photoshop or Lightroom.
When importing images, Fresco automatically creates an extracted colour palette, which can be
disabled by default. Perspective Grid Capture simplifies creating scenes in perspective. Adobe
offers thousands of fonts through its Adobe Fonts library, partnering with global font foundries for
diverse projects. Users can activate fonts through the Adobe Fonts website or Creative Cloud
app or import their own font files from the Files App on iPad Pro. Adobe Fresco also allows text
layers to be converted to Pixel or Vector graphics, making fonts more versatile for various
projects.

Adobe Fresco offers classic gestures like undo, redo, and draw & hold, as well as Touch
Shortcuts for creating and interacting with tools. These buttons change behaviour depending on
the tool, and include Drawing Aids for tracing circles, squares, polygons, and rulers. Adobe
Fresco simplifies file organization for digital artists with its Your Files section, 100GB Creative
Cloud storage, and Make Available Offline feature. Premium subscriptions offer syncing,
recovery, and offline access, while Version History enables reverting to older versions and
bookmarking. Adobe Fresco compatible with iPad, Windows Surface, Wacom tablets, and stylus.

Justification of Chosen Digital App

Adobe Fresco gives me the freedom to sketch and draw out the advertisement ideas and
samples in order for the company to choose which looks best as well as it is easier to re-edit the
appearance and it offers a ton of brushes and typing styles for the designers to use when editing
and drawing out the look of it.

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It also auto- saves the documents so designers would not have to worry about it being deleted or
removed.

Adobe Fresco is also available on mobile phone as well and the saved documents can
be saved on the phone as long as the users are signed into the same account. Adobe
Fresco is easy to use for first time designers and it’s free for those who can’t afford to
have Adobe Photoshop on their laptop or iPad. This app is great for those who want to
have a carefree experience when designing their advertisements and promotions.

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Appendices

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