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VLOGGER PARTNERSHIP PREPARED FOR REDKEN 5TH AVE JUNE 2014 ICED MEDIA.

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Presentation on theme: "VLOGGER PARTNERSHIP PREPARED FOR REDKEN 5TH AVE JUNE 2014 ICED MEDIA."— Presentation transcript:

1 VLOGGER PARTNERSHIP PREPARED FOR REDKEN 5TH AVE JUNE 2014 ICED MEDIA

2 Concept In order to maximize awareness around the launch of the Frizz and Color Rebel products, Redken will partner with the top Beauty vloggers to capitalize on their global fan base. The qualified and engaged audience of each of the following influencers that ICED Media has identified will talk directly to the Redken consumer, creating an authentic and trusted consumer- facing conversation.

3 Strategy We have identified three types of video assets for each product launch that will be integrated into the overarching themes of education, hair category, and campaign. This will strategically showcase all facets of the Redken brand and product in front of our captive audience of potential buyers. ‣ Education: One dedicated tutorial video demonstrating the capabilities of the featured Redken product, allowing the audience to familiarize themselves with the benefits of the featured product. ‣ Hair Category: One haul video where our vlogger will feature Redken as the exclusive hair category product alongside complementary Fashion & Beauty products to achieve a desired look. ‣ Campaign: One collaborative video featuring a beauty vlogger and a Redken ambassador interacting around the product in a natural way (Chiara Ferragni for Frizz and Sky Ferreira for Color Rebel).

4 FRIZZ TALENTS

5 TIER 1

6 Andrea’s Choice Andrea Brooks is the #1 subscribed bi-racial beauty guru on YouTube. She has uploaded over 150 videos with over 138 million views. She got Katy Perry’s attention when she did a three-part make-up tutorial on her “E.T.” video, and was also featured on Perez Hilton. ‣ +2.6M YouTube Subscribers & +138M YouTube Views ‣ +249K Facebook Fans ‣ +185K Twitter Followers ‣ +548K Instagram Followers

7 Global Demographics Age & Gender: ‣ % ‣ % ‣ % ‣ % ‣ 92.3% Female

8 Makeup by Camila Beauty and fashion guru Camila Coelho is the #1 beauty blogger in Brazil. Camila has a huge fan following in Portugal and a growing fan base in English speaking territories. She also is featured on the recurring series “Beauty Pop!” on ThePlatform. Her active blog allows her another outlet to achieve her goal of making other women feel more beautiful and confident. ‣ +610K YouTube Subscribers & +24M YouTube Views ‣ +1.5M Facebook Fans ‣ +185K Twitter Followers ‣ +2.0M Instagram Followers

9 Global Demographics Age & Gender: ‣ % ‣ % ‣ % ‣ % ‣ 89.3% Female

10 TIER 2

11 https://www.youtube.com/user/nguerriero19/ Nicole Guerriero Nicole Guerriero is a Florida based beauty guru. Her content stems from hair videos; her fan base has been quick to grow and continues to do so. ‣ +1.3M YouTube Subscribers & +101M YouTube Views ‣ +206K Facebook Fans ‣ +152K Twitter Followers ‣ +846K Instagram Followers

12 Global Demographics Age & Gender: ‣ % ‣ % ‣ % ‣ % ‣ 95% Female TOP LOCATIONS BY VIEWS YEARS YEARS YEARS YEARS UNITED STATES31%22%18%13% UNITED KINGDOM49%20%11%8.4% CANADA34%23%18%11% AUSTRALIA46%24%12%7.8% GERMANY27%31%23%9.2%

13 Miss Maven https://www.youtube.com/user/MissMavendotcom Teni Panosian is a beauty guru of Armenian decent based in Los Angeles. Her content relies on a strong beauty focus with style and fashion tips as compliments. ‣ +401K YouTube Subscribers & +14M YouTube Views ‣ +16K Facebook Fans ‣ +5K Twitter Followers ‣ +140K Instagram Followers

14 Global Demographics Age & Gender: ‣ % ‣ % ‣ % ‣ % ‣ 93% Female TOP LOCATIONS BY VIEWS YEARS YEARS YEARS YEARS UNITED STATES24%18%19% UNITED KINGDOM38%19%15%13% CANADA25%20%21%17% AUSTRALIA33%23%16%12% GERMANY22%28%24%14%

15 COLOR REBEL TALENTS

16 TIER 1

17 Cutiepie Marzia Cutie Pie Marzia is a fashion and lifestyle oriented YouTube star who currently hails from Vicenza, Italy. Her adorable personality and flair for style catapulted her to the top of YouTube. In the span of just one year, she has grown her personal brand from ground zero to an average of 3 million views a month. Marzia also loves using her popularity to contribute to charities. ‣ +3.4M YouTube Subscribers & +181M YouTube Views ‣ +712K Facebook Fans ‣ +917K Twitter Followers ‣ +724K Instagram Followers

18 Global Demographics Age & Gender: ‣ % ‣ % ‣ % ‣ % ‣ 73.7% Female

19 Kandee Johnson From one-minute hairstyles to how to hide a blemish and even how to get your teeth whiter, there is no beauty situation that Kandee Johnson can't tackle. Kandee, most famously known for her videos of “transformations”, is a professional make-up artist for mainstream TV and film studios, talent, & commercials, and provides tutorials, reviews, and commentary on all things about beauty. ‣ +2.1M YouTube Subscribers & +239M YouTube Views ‣ +386K Facebook Fans ‣ +216K Twitter Followers ‣ +572K Instagram Followers

20 Global Demographics Age & Gender: ‣ % ‣ % ‣ % ‣ % ‣ 88.9% Female

21 TIER 2

22 https://www.youtube.com/user/Evelinicutza/ Evelina Cutza Barry Evelina Cutza Barry is an Eastern European beauty currently living in Los Angeles. Evelina produces high quality fashion and beauty videos that speak to a fashion forward audience always interested in how to reinvent their style. ‣ +785K YouTube Subscribers & +45M YouTube Views ‣ +49K Facebook Fans ‣ +50K Twitter Followers ‣ +346K Instagram Followers

23 Global Demographics Age & Gender: ‣ % ‣ % ‣ % ‣ % ‣ 94% Female TOP LOCATIONS BY VIEWS YEARS YEARS YEARS YEARS UNITED STATES43%15%8.8%11% CANDA47%17%9.8%8.9% RUSSIA70%13%6%5.6% UNITED KINGDOM55%15%7.3%8.1% GERMANY37%28%15%7.1%

24 Claire Marshall https://www.youtube.com/user/ohhaiclaire A beauty and fashion guru known for her edgy sense of style, Claire Marshall is an up and coming YouTube personality based out of Los Angeles. ‣ +444K YouTube Subscribers & +19M YouTube Views ‣ +49K Facebook Fans ‣ +30K Twitter Followers ‣ +281K Instagram Followers

25 Global Demographics Age & Gender: ‣ % ‣ % ‣ % ‣ % ‣ 40% U.S. viewers

26 PRICING

27 Frizz Andrea’s Choice $44,275 per video Makeup by Camila $44,275 per video Nicole Guerriero $30,000 for dedicated video and $18,000 for haul video Miss Maven $6,000 for dedicated video and $2,500 for haul video *Includes ICED Media commission for coordinating relationship between talent and Redken (up to 8 hours for each product launch) **Costs might vary depending on the level of video production

28 Color Rebel Cutiepie Marzia $44,275 per video Kandee Johnson $35,363 per video Evelina Cutza Barry $15,000 for dedicated video and $8,000 for haul video Claire Marshall Waiting to hear back from her team *Includes ICED Media commission for coordinating relationship between talent and Redken (up to 8 hours for each product launch) **Costs might vary depending on the level of video production

29 THANK YOU | 415 West Broadway, 3rd floor New York, NY 10012


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