Just Oh.ne

Product Launch Project for Espressoh
by Martina Muzzetto

Just Oh.ne is built around the idea of a “one-stop-shop” for men, encapsulating multiple grooming functions in one set. The concept taps into the fact that men typically prefer quick, multifunctional products.

The Unique Selling Proposition (USP) is to make makeup accessible to everyone through speed, practicality, and portability. The product set includes a foundation, blush, eyeliner, cleansing milk, and remover. The brand’s payoff, “don’t overthing it” emphasizes simplicity and ease of use.

Before we start let’s define…

THE TARGET AUDIENCE

For the Just Oh.ne product line is men aged 25-35 who are modern, busy, and value efficiency in their daily routines. This demographic is typically characterized by a minimalistic approach to grooming and self-care.

They may not be deeply familiar with makeup but are open to products that offer practical benefits and fit seamlessly into their lifestyle.

The audience includes young professionals, urban dwellers, and individuals who are increasingly conscious of their appearance and personal grooming but prefer simplicity over complexity.

POSITIONING

The product is the ideal solution for men who want to enhance their appearance without the hassle typically associated with makeup.

The brand aims to break down the traditional stigma that makeup is solely for women by offering a product line that is straightforward, practical, and gender-neutral.

The positioning leverages the idea that makeup can be a natural extension of a man’s grooming routine, just like shaving or moisturizing. The brand stands out by emphasizing speed, simplicity, and multifunctionality, which aligns perfectly with the lifestyle of its target market

MARKETING STRATEGY

Is multifaceted, combining educational content that demystifies makeup for men with influencer partnerships to make products relatable and approachable. By using real men as brand ambassadors who share personal stories, the brand aims to normalize makeup as a confidence-boosting tool.

Digital campaigns on platforms like Instagram and TikTok will engage users with interactive visuals and influencer content, while pop-up events and unconventional marketing tactics like the Oh.Bun fast-food-style pop-up will create tangible and fun experiences. Limited-time promotions and challenges will further incentivize trial and purchase, making makeup accessible and appealing to modern men.

The Set

Social Media Strategy

The first social media series features a collection of reels with well-known influencers from various platforms participating in a unique speed dating experience.

Each encounter begins with a casual conversation over coffee, where participants answer questions about their morning coffee rituals, how it influences their day, and their familiarity with makeup.

The content concludes with the influencers using the male product line from Espressoh, blending casual conversation with a practical demonstration of the products.

The series features a collection of humorous reels starring well-known male figures from social media and cinema. In these videos, the men are shown getting ready to go out, with a “makeup moment” added at the end by Espressoh.

This segment humorously highlights any mistakes and inexperience the ambassadors may have with makeup. Throughout the video, the ambassadors will describe the products they use in their own quirky way.

Oh.bun

The Oh.Bun concept— a fast-food-style pop-up—ties into the new products’ emphasis on speed and efficiency. This unconventional approach is designed to catch the attention of the target audience in a familiar setting, creating awareness, and making the idea of trying out makeup less intimidating and more fun.

Just oh.ne minute!

Just Oh.ne Min Challenge
At various Espressoh stands, men are challenged to apply makeup in just one minute.

Participants have the chance to win the Just Oh.ne set as a prize. This initiative not only makes the experience fun but also provides an opportunity for the brand to offer tips and improve the participants’ makeup skills.