Tripping

with
Pur Cosmetics
Christina Leicht

Texas State University

Christina Leicht
1818 Old Ranch Road 12 Apt 217
San Marcos. TX 78666
409-679-5850
cnl29@txstate.edu

January 30, 2017

Kendo Brands, Inc.

San Francisco, CA.

Dear Communication Department,

It is with much excitement that I present my resume for Coordinator, Social Media
for Pur Cosmetics.

I have had much experience as being a coordinator for an organization. I am

accomplished in managing clients, social media and a companys brand all while
having exceptional and clear communication skills. I have been successful in
reaching more consumers for organizations through social media and traditional
media.

With the skills and knowledge, I have gained in my experience, I intend to bring a
positive entrepreneurial spirit to the organization through social media. My writing
skills are instrumental though social media in coordinating the right message to
existing and potential consumers. In addition to being successful in reaching online
communities through social media, I implement the use of traditional media to
reach all demographics to ensure your content is being seen by all possible clients.

My intentions are to bring positive and effective storytelling to your brand using
online communities. I believe I offer the skills and experience every organization
needs to be successful in online communities. I can be reaches at (409) 679-5850 for
immediate contact and any further information that is needed.

Sincerely,
Christina Leicht
 Table of Contents
Executive Summary.....................Pg.2
Statement of Problem/Opportunity and
Situation Analysis....................Pg.3
Target Audience and Opinion
Leaders. Pg.4
Primary ResearchPg.5
Background ResearchPg.7
Theme and Key Messages. Pg.8
Objectives...Pg.9
Media KitPg.11
Fact Sheets/Backgrounder
News Release
Blog Post
Feature Story
Pitch
Video/Script Treatment
Collateral Material
 Executive Summary
Pur Cosmetics is the complexion authority and leading company in
mineral makeup. Only Pur cosmetics has their leading ingredients all
natural ones that have lasting effects on skin, not just quick fixes. Pur
Cosmetics wants to continue to change the way we use beauty products
and skincare and create a product line dedicated to the amazing benefits
of coconuts. Pur cosmetics believes in wearing makeup that not only leaves
the skin looking beautiful right away but also in the long term.
Pur Cosmetics have been making skin beautiful for the last decade
and they plan to change the game with a top of the line skincare and
makeup product that is different from all the other products out there on
the market currently. Consumers will now have an opportunity to use a
cruelty free and vegan friendly makeup and skin care line that has coconut
as its primary ingredient.
The goal of this project is to create awareness of the benefits of using
coconut as a part of your skincare and makeup routine. Pur Cosmetics
wants to inform consumers about what they are putting onto their skin and
help them learn the ingredients that are in these products. Pur will be
launching their new product line over a three-month period. With the help
of their top influencers and opinion leaders they are going to introduce
Coconut Days.
Statement of the Problem/Opportunity:
Increase awareness of Pur Cosmetics new product line using coconut
water and oil. Pur Cosmetics is known for their pressed mineral makeup
that that has ingredients beneficial for improving skin short term and long
term. Pur Cosmetics is also a cruelty free and vegan makeup and skin care
brand. The products claim to make the skin more beautiful by having long
lasting benefits from the makeup. Pur Cosmetics does not have any other
products that are focused around coconut water and coconut oil.
Therefore, this is a unique in its category of products that Pur offers.

Situation Analysis:
Coconut oil is one of the leading products in natural beauty products. It is
known for its moisturizing benefits and it is naturally antibacterial. Pur
Cosmetics does not have a product that stressed the use of coconut and its
natural benefits for the skin. Since Pur Cosmetics advocates for having
ingredients that are beneficial for skin and are less harmful than other
makeup brands, they should have a product that uses coconut as the main
ingredients. There are other brands in the makeup and skin care industry
that have coconut products already and Pur Cosmetics is behind in
utilizing coconut in a product. Brands such as Too Faced cosmetics and
First Aid Beauty have some of the most popular coconut products in their
skincare and makeup line.

Target Audience/Opinion Leaders:
The information and messages are intended to reach anyone who uses makeup and
thinks skin care is important. Women and men ranging from ages of 15-60.

Consumers who shop online at Pur Cosmetics

Consumers who shop in Ulta and online at Ulta

Consumers who shop in Kohl's or online at Kohl's

People who are outdoors a lot

People with dry skin

Public

Social Media (Twitter, Facebook, Instagram, Snapchat)

Internal: Staff and people working in factory
External: Online Customers

Education: Any
Race/Ethnicity: Any
Gender: Any
Income level: Any
The influencers and opinion leaders are makeup artist that have a large following
on social medias. MUA that are unique, stand out and attract the most followers.
The opinion leaders must be trusted by the public. Pur Cosmetics wants advocated
that love their brand and skin care. They want opinion leaders that use primarily
cruelty free and vegan friendly makeup products. It is important that the influencers
are passionate about their job and adverting for products they think other people
should purchase.
Primary Research:
The primary research for Pur Cosmetics project insisted of an online survey. The
survey was conducted through Google Forms and distributed on Facebook, Twitter
and through email. The survey contained a total of ten questions on coconut oil and
daily skin care routine. The survey was open to anyone who wanted to take it and
had no restrictions. There is a total of 22 respondents but had the potential to reach
over 900 people. The survey was distributed on March 20th, 2017 and the data was
collected on May 1st, 2017.
Out of the 22 respondents, 17 of them were between the ages of 19 to 25. One
question asked the participants if they knew the benefits of using coconut in their
skincare routine. Twelve participants answered no, nine of them answered yes and
one answered maybe. This shows that a large majority of respondents do not know
the short term and long term benefits of using coconut as a part of their daily
skincare regimen. A similar question on the survey asked have you ever used
coconut oil as a part of your skincare routine. The results showed that 63.6% of
respondents said no and only 36.4% said yes. I think this is a direct link to
consumers not being informed about the beneficial uses of coconuts in their skincare
and makeup products.

Another question on the survey asked if skincare products advertise the use of
natural and organic ingredients, are you more likely to purchase them? The results
showed that 81.8% of respondents said yes with the rest of the respondents divided
on no and maybe. This shows that if companies have more natural ingredients that
provide beneficial outcomes to consumers than they will be more likely to purchase
a product advertising something such as coconut oil.
The survey also asked participants how important is skincare to them. The results
showed that 63.6% of people said it was very important to them, 31.8% of people
said it was somewhat important and zero percent of respondents answered not at all
important. A similar question asked participants how important are the ingredients
in your skincare products to them. Most respondents answered somewhat important
and very important with about a third of them answering neutral on the subject.
Background Research:
Articles regarding coconut oil and water in skin care:
http://www.naturallivingideas.com/coconut-oil-face/

This article gives readers just some of the reasons why to start putting coconut oil on
your face and skin. The articles list reasons such as coconut is an excellent
moisturizer and how to use it as a moisturizer. Under all the reasons on why to use
coconut oil you can find exactly how to use it in that way.

https://draxe.com/coconut-oil-for-skin/

In this article, they give readers twenty secret ways to use coconut oil for skin. It
explains exactly why coconut oil works so well as a beauty and skincare ingredient.
You can find tips on using coconut oil for cold sore treatments all the way to healing
stretch marks.
https://www.organicfacts.net/health-benefits/oils/coconut-oil-for-
skin.html
This article talks more about using coconut oil for skin but also talks more about the
beneficial compounds and vitamins that make up coconuts. It also gives more
advice on how to start incorporating coconut into your everyday skincare routine.
http://www.allure.com/story/beauty-uses-for-coconut-oil
Allure lists 21 reasons why coconut oil is such an unexpected beauty use. Not only is
coconut oil great for beauty hacks but also at home remedies. Coconut oil can be
used as a breath freshener and even as a lice remedy. Under all 21 reasons to use
coconut oil, you can find exactly how to do them specifically.

http://dermatologytimes.modernmedicine.com/dermatology-
times/news/surprising-benefits-coconut-oil-skin-therapyh
Dermatologist in this article talk about the benefits of using coconut oil in skin
therapy. Many studies conducted used virgin coconut oil, or coconut oil that was
obtained through natural means and has not undergone any kind of chemical
treatments.
Theme:
Pur Cosmetics Coconut Skin Care line

Key Messages:
Coconut is a natural ingredient that is beneficial for skin
Coconut oil has long lasting benefits on skin

Stress the importance of using makeup and skin care with natural
ingredients

Communication Channels:
Social Media (Twitter, Facebook, Instagram, Snapchat)
Inside retail stores
Non Media: posters, flyers, interactive events, newsletter

 Objectives
Goal: To bring awareness to Pur Cosmetics new product line, Coconut Days.

Objective 1: To created awareness about Pur Cosmetics new skincare and

makeup line using coconut by securing the publication of three feature stories in
major publications within a three-month period.

Strategy: Have Pur Cosmetics take influencers on a trip with the company to
Punta Cana to promote the product and have a product launch party. Create a lot
of buzz around Coconut Days using the influencers and an island setting to enhance
the key ingredient of the products(coconut). Using social media as a platform to
reach the public and target groups.

Tactics:
Use Twitter, Snapchat, Instagram and Facebook to document the trip with
influencers.
Have the influencers use the new products by doing tutorials on the social
media platforms.
Create buzz and hype around the new products by saying what each new
product does and why they are good for you skin and the right choice for
them.

Evaluation:
The sales of the products after the launch date.
The buzz created on social media through influencers and consumers saying
how much they love and want the products.
Any articles written about the new skincare and makeup line.

Cost: $1000 for each influencer to take on the trip which includes their airfare,
hotel for 2 nights and 3 days, meals and free PR kits/products.

Objective 2: To increase awareness of the benefits of using coconut in your

skincare routine by engaging opinion leaders through testimonials on social media
platforms posts within a three-month period.
Strategy: Have influencers, main opinion leaders and dermatologist from inside
the company speak about the long term and short term benefits they have and from
using the products.

Tactics:
Opinion leaders will go on social media platforms and boast about the benefits
the products have had on their skin (hydration, color correcting, etc.)
Dermatologist will give first-hand accounts of the results they have seen from
using coconut in skincare and talk about the studies they have done over using
coconut.
Have influencers do a snapchat takeover doing a tutorial or talking about the
products.
YouTube reviews and opinions.

Evaluation:
The sales of the product line after doing tactics
How much buzz is created from one influencer op opinion leader talking
about the products
Feedback from social media and what customers think

Cost: $200 for each PR kit sent out to the influencers and free products given to
the opinion leaders inside the company.

Staff:
Opinion leaders from Pur Cosmetics
Dermatologist from Pur Cosmetics
People that run the Pur Cosmetics social media
Pur Cosmetics top influencers
 Fact Sheet
Who we are
Cruelty free company that never tests on animals.
Paraben free
Gluten free
BPA free
Alcohol and Talc free
Environmentally responsible
Formulated in the USA

Fast Facts
PR products are clinically formulated to deliver better-looking skin in 60
seconds and healthier skin in 60 days.
In 8 weeks, 89% saw an improvement in skin tone.
In 6 weeks 75% experienced visibly less skin irritation.
In 5 weeks, 85% saw reduction in the appearance of discoloration.
In 4 weeks, 98% saw softer, smoother skin texture.

What we do
Make mineral makeup as makeup with a purpose. All products are
formulated with good for you skin ingredients that not only help to cover skin
imperfections but also helps correct its overall appearance.
Our proprietary Certain Complex combines age-defying Retinol with super
hydration Ceramides for better skin over time.
100% pure shea butter improves texture and skin tone.
SPF is included for vital UV protection whenever possible.
Many products feature Vitamin C and Waltheria Extract for a brighter and
more even skin
tone.
 Pack all our formulas with key antioxidants, vitamins and minerals for skin
health.

Our History
Founded in 2001

Rewards and in the news

Official 7th annual Total Beauty Winners
Named one of 12 must have makeup products by New Beauty
Named one of 8 amazing beauty products by Buzzfeed
Named one of the best DD creams by Refinery 29
Tripping with Pur Cosmetics Fact Sheet

What: Influencer vacation with Pur Cosmetics to launch Coconut Days

When: June 12-15

Where: Punta Cana in the Dominican Republic. At Dreams Punta Cana

Resort and Spa

About: Pur Cosmetics is launching a new product line using coconut as the
main ingredients. Pur is hosting a trip to Punta Cana with their top influencers to
bring awareness and create hype around the new product line. The influencers will
get to bring along one persons of their choice.

The trip will consist of the influencers using the products throughout the trip and
talking about the great benefits it has for the skin. Each day an influencer will take
over social media and do makeup tutorials using the new products. There will be
launch parties during the trip to create buzz around the products.

Contact: Christina Leicht- Pur Cosmetics PR

409-679-5850
cnl29@txstate.edu
Blog Post

The switch to cruelty free makeup

When Pur Cosmetics started out over ten years ago, they knew that being
cruelty free was a top priority. Pur believes you can still have great makeup and
skincare without having to sacrifice animals. All Pur Cosmetics products are 100%
cruelty free and vegan friendly. Since Pur is cruelty free the company naturally uses
more products that are natural and organic.

Over 100 million animals are

burned, crippled, poisoned, and
abused in US labs every year. Many
of the most popular brands in
makeup and skincare test on
animals. Companies like Lancme
still test on animals and own other
drug store brands that also still
test on animals. Even companies
that claim more natural beauty and
skincare still test on animals (Origins and Neutrogena). Sadly, animal testing is not
in decline even though there are many great options and companies that are
cruelty free. There are products from drug store
to high end that offer a wide range of cruelty free skincare and makeup. It is not
hard to make the switch to being cruelty free with beauty and skincare products
because they all have a logo on them saying they are vegan friendly.

In fact, a recent study showed that up to 72% of American oppose animal

testing and are switching to vegan friendly products. This trend has been ongoing
for the past few years and although it is gaining followers, there are still people that
do not know the harm being done to animals across the world from animal testing.
Some countries have even banned animal testing all together and have been
advanced in this movement well beyond America.

A list of some beauty and skin care brands that are cruelty free:

Pur Cosmetics
Too Faced
 Lush
Kat Von D
Buxom
Wet N Wild
Blog Post

The coconut trend continues into makeup

Coconuts have been used for years throughout history for a high calorie food,
charcoal and even rope. People knew the coconut was so versatile and people would
try to take it with them everywhere so they could plant the fruit and utilize
everything it has to offer. The coconut
continues to be used for everything from
weight loss to shaving legs. Even today,
people use it for all kinds of beauty secrets
and trends in their skin care and makeup
routines.

Everywhere you go in drug stores and

makeup stores you see coconut products
for your hair, skin and face. Thats
because there are over 1,500 studies
proving coconut to be on the healthiest fruit and ingredient on the planet. It is
known to scientist across the globe as a super fruit. The coconut has made its way
into popular beauty culture because it provides healthy fats that are essential in
having healthy and young skin. In addition, coconut is also known for its
moisturizer properties without making skin oily and logging pores. With companies
like Pur Cosmetics coming out with a whole skincare and makeup line dedicated to
the benefits of coconuts, there is no reason not to try out this beauty trend. Are you
at a loss how to use coconut oil? Here are a few ways to use coconut oil in your
everyday makeup routine:

1. Makeup remover- Just apply to a cotton pad and press onto even the most
stubborn eye makeup and it will melt away
2. Breath freshener- Coconut is naturally antibacterial and has anti-fungal
properties. Gargle with a spoonful of coconut oil for 20 minutes can lead to
fresher breath and whiter teeth.
3. Body lotion- Use the oil as a base to make your own body lotion.
4. Cuticle oil- Not only will it remedy cracked nails beds but also can help you
manicure last longer.
5. Makeup brush cleaner- Mix two parts antibacterial sop and one part coconut
oil for a gentle yet effective brush cleanser.
6. Lip balm- Just smooth over your chapped lips throughout the day for moisture
7. Stretch mark cream- Coconut oil can help prevent dark spots and blisters from
forming and can be used as a topical treatment for scars
8. Frizz tamer- Rub a dime size amount in your hands and smooth from mid
shaft to ends for a frizz free style
Blog Post
Island getaway to launch new product line
Pur Cosmetics is launching their
new product line, Coconut Days, on an
island getaway to Punta Cana in the
Dominican Republic. Pur is bringing
their top influencers with them to the
island to celebrate the new skin care
and makeup line that uses coconut as
the main ingredient. Punta Cana is the
main supplier for the coconuts that Pur
uses in their Coconut Days line and
offers a beautiful place for Pur to
celebrate their new line. Punta Cana
gets all their coconuts from the local
coconut farms and the abundance of
coconut trees they have on the island.
Most of the resorts cut down the
coconuts so they do not fall and harm
guests. Punta Cana has beautiful
beaches and offers a tropical island
experience for visitors.
In the days leading up to the
product launch, Pur will be giving their
customers an inside look on the
vacation through social media. They
will be explaining the new products
benefits and giving tips and secrets on
how to best utilize the new products.
Pur wants to make their social media
followers feel like they are on the
vacation with them and give them a
peek into the party launches and
everything that goes on behind the
scenes for a product launch on a
tropical beach.
Pur not only wants to generate
buzz and create excitement by using
Punta Cana for the launch of the
product but they also want consumers
to see where the ingredients in their
products are coming from. Pur believes
it is important for consumers to know
what they are putting onto their skin
and think companies should be honest
about their products and where they
come from. Pur will give social media coconuts. Follow them on snapchat,
followers an inside look at the coconut twitter and Instagram @purcosmetics.
farms and resorts that provide the
 Tripping with Pur Cosmetics in Punta Cana
Pur Cosmetics is headed
to the Dominican Republic to
stay at a resort on the island of
Punta Cana. Pur is taking their
top beauty gurus and
influencers to launch their new
product line, Coconut Days.
Pur Cosmetics is a skincare and
makeup company that
specializes in beauty products
that are good for the skin. They
are launching a new product
line for the summer that uses coconuts
as the main ingredient in each product.
The new product line is set to launch
online at Pur Cosmetics on June 12,
2017. The product will be available at
all Ultas and Kohl's on July 1st.
With summer approaching it
means warm weather and harsh
ultraviolet rays from the sun. Since Pur
Cosmetics is the leading authority in
complexion, they wanted to release a
product that not only protects the skin
during the summer but also leaves the
skin feeling moisturized and
rejuvenated. Coconut has been a
popular beauty fad in the past few
years and it does not seem to be going
anywhere because of the benefits
people are seeing when they use it in
their daily skincare routine. You can
find coconut oil and water in any skin
or hair products on the shelves of
stores today.
Pur Cosmetics is one of the last
makeup companies to utilize this
tropical fruit. They have been leading
experts in mineral makeup for the past
decade and wanted to perfect their
new formula to make it stand out from
the rest of the competition. Pur
Cosmetics formula has the highest
percentage of coconut oil and water in
their product than any other leading
brand on the market. Every product in
Coconut Days is made with 20% of
coconut and is the leading ingredient
in the new skin care and makeup line.
The new skin care and makeup line
includes a primer, a concealer and a
foundation. The foundation will start
off with 14 different skin tone shades
and eventually expand with more
tones for a wider variety of shades. The
skin care line will have a foaming facial
cleanser, a 2 in 1 setting and refreshing
mist and a moisturizer.
In addition to having long lasting
skin benefits, the makeup formula aims
to have a light to medium coverage
that is build-able and customizable to
the desired coverage. The formula is
light weight and will keep your skin
Pur Cosmetics will be doing
tutorials with the new skincare and
makeup line on social media
throughout the weekend while they are
in Punta Cana. You can watch
influencers and beauty gurus give their
hydrated without making it oily and
clogging pores. The foundation will
have a 12 hour demi mate wear so you
can go all day with a flawless look.
opinion on the new product line and
give tips on the best way to utilize the
products on Pur Cosmetics social
media. Be sure to check out
purcosmetics.com on June 12 for the
launch of Coconut Days.
 Pitch

Refinery 29
Christine Barberich
Cbarb29@gmail.com

Subject line: Pur cosmetics new skincare and makeup line

Dear Ms. Barberich,

As Editor in chief of Refinery 29, you know the latest trends and the must
have products. Coconut products are popping up in every makeup and skincare line
and Pur Cosmetics is a brand dedicated to making skin beautiful. Refinery 29 is the
perfect medium for The Coconut Days product launch that will take place in the
next three months.
This is a great opportunity to introduce readers to a new product that will give
them the hydration and beautiful skin they ant. According to recent studies, coconut
oil not only improves the moisture and fat content of the skin, but also shows great
effectiveness as a sunscreen blocking gout 20% of the suns ultraviolent rays.
If you are interested in blogging about Pur Cosmetics new product line,
Coconut Days, I would be happy to provide you with additional information.

Ill contact you at your office in the next few days to follow up.

Thank you,
Christina Leicht


Coconut Days
Launching 6.12.17

Pur Cosmetics is releasing a brand new
skincare and makeup line with coconut as the main ingredient.

Hydrate and protect your skin from harmful ultraviolet rays with Coconut Days
just in time for those days under the sun.

Coconut Days is 100% vegan friendly and cruelty free.

12 different shades of foundation and concealers.

Face primer, foaming face wash, face scrub and moisturizer.

Find Coconut Days online at purcosmetics.com on June 12th and in stores on July
1st.









Tripping with
Pur Cosmetics
In Punta Cana

When? June 9-12

Where? Punta Cana in the Dominican Republic

Why? To help us celebrate our launch of Coconut Days, our new

skincare and makeup line that focuses on the amazing benefits of
coconut.

@purcosmetics
#trippingwithpur