Advanced Marketing
Project Brief: Sleeping Beauty
In this capstone project, our team developed a market entry and growth strategy for Sleeping Beauty, a conceptual beauty brand positioned at the intersection of skincare and cosmetics. The product line was designed for time-sensitive consumers seeking multifunctional, clean beauty solutions that deliver overnight skin benefits with morning-ready coverage.
Our approach began with rigorous market segmentation and customer profiling using the STP (Segmentation, Targeting, Positioning) framework. We identified two key consumer segments: high-functioning beauty enthusiasts prioritizing convenience, and skincare novices seeking a low-barrier entry point to cosmetics. Our positioning statement emphasized value-based differentiation, centered on time efficiency, multi-functionality, and ingredient transparency.
Leveraging the Jobs-to-Be-Done (JTBD) framework, we mapped unmet consumer needs and developed a product offering that provided both dermatological efficacy and cosmetic utility. Our competitive audit identified whitespace between clean skincare and full-coverage makeup, informing our product development strategy: a retinol-infused concealer, kohl lash serum, and beetroot blush—all suitable for overnight use.
To assess problem-solution fit, we conducted a primary research survey (n=67), with over 90% of respondents indicating interest or strong interest in the brand concept. We then developed a phased go-to-market plan, incorporating:
Dynamic targeting to address parallel customer archetypes
Influencer-led credibility campaigns (e.g. Vogue Beauty Secrets integrations)
Strategic brand partnerships with wellness and fitness brands (OLLY, Equinox)
Tactical sampling through Ipsy to accelerate adoption across early-stage consumers