Launching a new beauty brand product line: stages and tools of the communication campaign

The article examines communication campaign planning for the launch of a new beauty brand product line. It aims to systematise launch objectives and propose a framework aligning stages, messages, and tools. The methodology combines an analysis of academic approaches, the systematisation of communication objectives, and conceptual modelling. Four stages are proposed: audience preparation, product line presentation, support for initial product selection, and post-launch communication. The proposed framework links stages, audience questions, objectives, messages, their basis, tools, and intended actions. Its distinctive focus is on aligning the overall product line concept, the roles of individual products, and usage information. The framework can support campaign planning and the identification of information gaps. It requires empirical validation.

beauty brand, product line, product launch, communication campaign, launch stages, communication tools, campaign planning