The third-year BCom Marketing Management students were given the challenge in their practical project module to create awareness and increase sales for the body care and skincare range of Standard Beauty. Student teams had to develop an integrated marketing communication (IMC) strategy to accomplish this.

 

Students received goodie bags filled with Standard Beauty products to test and use to gain insights and write a product review. They also conducted research among the target market (millennials and Gen Z) about their needs, preferences and attitudes towards skincare and beauty products. The research results were presented in an infographic showcasing the target market, competitors and product strengths and weaknesses.

 

In the project's second phase, students prepared mood boards to pitch their ideas to the industry client. After getting the green light, they prepared a comprehensive IMC strategy, which included an experiential marketing strategy, a digital marketing campaign and an expansion strategy to the UAE.

 

Ipi Thibedi, CEO of Weber Shandwick Africa, a global strategic, communication and consulting firm, presented a guest lecturer to teach students about compelling storytelling, how to communicate one’s message via various platforms and how to add value to clients. In their guest lectures, Prof Yuliya Strizhakova from Rutgers University (USA) and Prof Adele Berndt from Jönköping International Business School (Sweden) highlighted the importance and difficulties of international marketing strategies and provided the students with valuable hints and tips for adapting their local strategies to a global audience.

 

The students visited Standards Beauty’s headquarters and factory to gain behind-the-scenes insights and practical hands-on -experience. Students could make their own body scrub by choosing different colours, scents and active ingredients.

LEFT IMAGE: Students ready for the factory tour

 

The Standard Beauty project concluded on a high note on Friday, 8 November 2024, when student teams had the opportunity to share their strategies on campus with the exam panel consisting of Standard Beauty representatives, external examiner Salomien Boshoff (Akademia), Dr Jade Verbeek (UP marketing academic) and their lecturer, Prof Melanie Wiese.

 

“Setting the Standard”, “Blameless Beauty”, “Honour your body, honour your skin”, “Glow on the Go”, and “Skincare to complete your wardrobe” were just some of the slogans and taglines that impressed the panel during the exam presentations. The Standard Beauty team was blown away by the creative ideas and remarked that the students' presentations were of high quality. They plan to implement several of the ideas in 2025.

During the prize-giving function on 18 November, Luminary (team 2) was identified as the top team with their Beauty Bites campaign. Their well-thought-through cohesive campaign, lovely visuals and attention to detail made them winners. 

The runners-up were Team 4 with their “Big sister” strategy. This team went the extra mile with excellent strategies and mock-ups, videos and examples to bring their ideas to life. Team 5 came in at third place with their “Pause the hustle: be a babe” campaign, while the top performer in BEM 356 for 2024 was Gia Eichstädt.

 

A huge thank you to the Standard Beauty team for allowing the students to work on such a fantastic brand and allowing the students to work part-time by assisting with their Pink Friday sale. Finally, a massive shout-out to the third-year class of 2024 for embracing the opportunity to engage with Standard Beauty – you have made UP proud. Follow Standard Beauty (@standard_beauty) and the Department of Marketing Management (up4marketing) on social media for a behind-the-scenes video of this project, or click here.