化妆品买卖策划书.doc

新科学院11级08队 OLAY系列产品展销活动 策 划 书 国贸111班 二零一三年六月七日 Part One In this section ,I would intruduce something of my production .AS we all know,OLAY is one of the most popular cosmetics all around the world .Now I want ask you Have you already known the love story behind thia cosmetics? Take this sentance into English below during the show. 20世纪50年代，女性希望拥有更柔嫩的肌肤。而当时的女性普遍使用油腻的面霜来护理肌肤，很难满足爱美女性的需求。 杰出的科学家葛拉汉伍尔夫（Graham Wulff）在妻子的建议下进行研究，梦想着有一天能够调配出一种清爽滋润的护肤霜取代油腻的面霜，他希望能够调配出一种有效的皮肤滋润成分，让皮肤始终处于细腻滋润状态。妻子黛娜（Dinah）一直帮助葛拉汉进行试验，葛拉汉惊奇地发现妻子用了他研制的护肤霜以后，肌肤比原来滋润柔嫩多了，人也显得越来越年轻了。当葛拉汉看到黛娜皮肤起的微妙变化，更增加了他研究的信心，于是决定将研究重点放在皮肤滋润护理方面。为了帮助更多的女性实现肌肤年轻的梦想，葛拉汉决定将这个神奇的护肤霜推向市场。当首批粉红色充满女人优雅韵味的OLAY滋润霜正式摆在化妆品柜台的时候，淡雅的幽香加上完美的滋润效果，让OLAY成功成为肌肤年轻美丽的代名词。而这个关于年轻肌肤的美丽构想演绎了OLAY超过半世纪的美丽传奇TodayThe Olay brand has expanded into a range of other products grouped in “boutiques” including Complete, Total Effects, Professional, Regenerist, Quench (North America), White Radiance (Asia) and Olay Vitamins (USA). Olay is the market leader in many countries including USA, UK, and China.[2] Olay has extended its heritage as a moisturizer to stay looking young, to formally creating the “anti-aging” category in mass stores with the launch of Total Effects in 1999. Active Hydrating Formula, generally the least expensive variety, bears the closest resemblance to the pink Oil of Olay marketed in the US before the PG acquisition. The launch was almost double the typical price of a mass market moisturizer at the time. Today, there are numerous products in market more expensive than Olay. Olay Regenerist was the best performing anti-aging cream in a 2006 test done by a consumer association, outperforming some much more expensive brands.[3] This report also stated: But the U.S. consumer union said none of the creams tested produced a dramatic improvement.: It advised that staying out of the sun or using skin products with a high sun protection factor was the best option. The consumer