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Public Relation Slide
5
#NakedWithCalmeBelle
Group Members:
1. NADIATUL FARIZA BINTI MUHAIMIN
2. MUSTAQIM BIN MOHD SABIRIN
3. SHARIFAH MIRRAH BINTI SYED AHMAD FIKRI
4. MUHAMMAD ADIB BIN MOHD KHALID
CALME BELLE
About Calme Belle
Calme belle is a France words that bring a meaning of calmness and beautiful. The company decided to choose this name is because of it suits well along with the product that gives calmness to every each of the aroma and scents.
Logo
Catch the Kiss, Heart and Soul
Calme Belle Limited:
- a local cosmetics skin care and perfume company
- founded in 2009 in Kuala Lumpur, Malaysia by Dame Anita.
- currently has a range of 1,000 products
- sells in about 300 owned and franchised stores
- 50 branches around Malaysia. T
- based in East Malaysia.
- privately owned company
- limited partnership.
Background
Mission
Calme Belle's mission is to make products by hand with only vegetarian ingredients and little-to-no preservatives. The organization are staunchly against animal testing, even refusing to buy material from producers that test on animals, and seek to minimize packaging to reduce waste and lower costs for better products.
Vision
Calme Belle aims to produce good value products according to its customers' demands. Calme Belle believes that fresh and natural have an honest meaning beyond marketing.
Mission & Vission
Issues
Issues & Situation
- 120 billion units of packaging are produced every year by the global cosmetics industry.
- The cardboard that envelops perfumes, serums and moisturizers contributes to the loss of 18 million acres of forest each year.
- By 2050 there will be 12 billion tonnes of plastic in landfills, the equivalent to 35,000 Empire State Buildings.
- Malaysia has been rated as one of the world’s worst countries for plastic pollution.
- Most of our plastic are dumped, a small portion burnt and a very tiny fraction (2% in 2013) recycled.
- We imported nearly half of a million tonnes of plastic waste in the first half of 2018 and the waste came from 19 countries.
- The companies involved many illegal, simply dumped or burnt it.
Malaysia has been rated as one of the world’s worst countries for plastic pollution.
Most of our plastic are dumped, a small portion burnt and a very tiny fraction (2% in 2013) recycled.
We imported nearly half of a million tonnes of plastic waste in the first half of 2018 and the waste came from 19 countries.
The companies involved many illegal, simply dumped or burnt it.
Situation
- The burning of plastic waste can release toxic chemicals.
- The plastic waste that is dumped into landfills will eventually pollute groundwater resources and river.
- Plastic pollution also threatened marine and land animals.
- Beauty companies have historically received much criticism for unethical and non-environmentally friendly business practices that include animal testing, unsustainable sourcing and chemical pollution.
Zero Waste is a set of principles focused on waste prevention that encourages the redesign of resource life cycles so that all products are reused. The goal is for no trash to be sent to landfills, incinerators, or the ocean. Currently, only 9% of plastic is actually recycled.
Objectives, Key Message and Tactics
To increase awareness among the customers regarding of the global warming that effected by the plastic packaging in the beauty industry.
To increase awareness among the customers regarding of the global warming that effected by the plastic packaging in the beauty industry
Environmentally-minded citizens feel it is important to reduce plastic waste.
- Influencer marketing
- User generated content.
- Posting Campaign’s Video to Social Media
Social Media post
Campaign Video 1
To encourage people to recycle the container and packaging of the product
Recycling plastic not only requires energy but also uses quantities of water.
- Free face mask
- Recyclable or reusable
- 100% post-consumer plastic
Poster
To reduce the consumption of plastic packaging.
To reduce the consumption of plastic packaging
Half of the products can be taken home with no packaging
- gift-wrapping service is introduced knot-wraps.
- Biodegradable packaging
Poster
Campaign Video
Publics:
young adults working women
between 18 to 45 years old
education and middle-high incomes.
Our Public
live in cities
Poster
Timeline
EVALUATION
Evaluation
Seeks to clarify the tactics implemented with their respective objectives. Then a further explanation on how can we measure whether these tactics were successful.
1. TO INCREASE AWARENESS TO THE PUBLIC & CUSTOMERS ON PLASTIC USAGE FURTHER CAUSES GLOBAL WARMING.
a) Using the help of social media influencers.
b) User generated content in official website & social media page.
c) Using video across social media platforms.
1. TO INCREASE AWARENESS 1.TO THE PUBLIC & CUSTOMERS ON PLASTIC USAGE FURTHER CAUSES GLOBAL WARMING.
a) USING SOCIAL MEDIA INFLUENCERS.
SOCIAL MEDIA INFLUENCERS
- .Amount of likes, views and retweets.
- Use '#NakedwithCB' & '#zerowaste' helps in keeping track with public reactions.
b) USER GENERATED CONTENT ON WEBSITE & SOCIAL MEDIA PAGE.
USER GENERATED CONTENT
- Number of engagement made from visitors.
c) POST CAMPAIGN'S VIDEO ACROSS ALL PLATFORMS.
POST VIDEO FROM THE CAMPAIGN
- Look at the number of view, likes, shares, and retweets.
2. TO ENCOURAGE CUSTOMERS TO RECYCLE.
2. ENCOURAGE CUSTOMERS TO RECYCLE.
a) Introduce promotions & gifts.
b) All products are reusable or recyclable, even the packaging.
c) Post-consumer plastics which was recycled and can be return back to the store.
HOW TO MEASURE?
- By keeping a record of all recycle transactions made.
HOW TO MEASURE?
3. TO REDUCE THE CONSUMPTION OF PLASTIC PACKAGING.
3. REDUCE THE CONSUMPTION OF PLASTIC PACKAGING.
a) Introducing knot-wraps for packaging.
b) Selling 35% of the products package-less.
c) Using biodegradable packaging.
HOW TO MEASURE?
HOW TO MEASURE?
- Look at the number of sales made.
- Number of knot-wraps used.