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SITUATION ABOUT US SHELF started out as just an idea. The chaotic world of beauty and cosmetics can become confusing and overwhelming to the typical consumer and CEO & Founder, Aviva Kamler wanted to address this problem and offer a solution. Her solution was SHELF, a mobile app designed to make the process of selecting and purchasing nail polish and cosmetics simpler and more convenient for women like herself. Aviva was then admitted to American University’s Entrepreneurship Incubator because not only did she believe in her idea, but other people started to as well. This is where her idea became a reality. Aviva then recruited like-minded women, all with different skills and personalities to contribute to the company, and the SHELF Cosmetics team was born. SHELF was made to help women navigate the highly saturated cosmetic industry. Our goal is to offer women a more convenient option for selecting and buying nail polish and cosmetics. We at SHELF are committed to ensuring user satisfaction.

COMMUNICATION ISSUE One of SHELF’s features is displaying a list of the chemical makeup of the different brands of nail polishes. Since SHELF’s launch, users have expressed deep concern with the chemical make up of certain nail polish products. The nail polish brands featured on the app include: Essie, O.P.I., Zoya, Shellac and Gellish. Recently, SHELF has been facing criticism from Essie and O.P.I. expressing concern with having their products' chemicals listed in the app. The chemical in question is triphenyl phosphate, or TPP. A chemical listed as an ingredient in nearly 50 percent of nail polishes including Essie and O.P.I., which are the only two that are also on SHELF. TPP is commonly used in nail polishes to make the product strongly stick to the nail. A recent study at Duke University shows that TPP has the ability, unlike other nail polish ingredients, to leach into the fingernail bed. The study’s results showed that fingernails that use nail polishes including TPP are more likely to grow fungus leading to infections. The study has caught the attention of many nail polish buyers around the world, thus effecting SHELF.

Aviva Kamler, Founder

TARGET AUDIENCE SHELF Cosmetics attracts two separate, yet similar targeted audiences. The first is females

between 18 and 25 years. The second is females between 26 and 35 years.

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Andrea Bellorin, 19 location: Miami, FL relationship status: single occupation: University of Miami student HHI: n/a interests: pop culture, tennis, e! entertainment, reading, crafting, photography media consumption: snapchat, instagram, facebook, cable tv, celebrity gossip magazines, buzzfeed and youtube

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Rebecca Mabbott, 33 location: Miami, FL

relationship status: married occupation: stay at home mother, cares for her baby boy

HHI: $100,000 interests: soulcycle, cooking, online shopping, yoga,

media consumption: facebook, cable tv, celebrity gossip, radio, online magazines and newspapers, and instagram

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GOALS

GOAL i To support and inform SHELF users and nail polish buyers with accurate information regarding their concern of hazardous ingredient triphenyl phosphate (TTP.) Nail polish buyers around the world have been shaken up with the recent release of Duke University’s study. SHELF will make a company goal to first and foremost support and inform our users. SHELF’s goal is also to support and inform not only our users, but the greater nail polish buyer community worldwide.

GOAL ii

To aid featured SHELF nail polish brand’s (Essie and O.P.I.) needs and concerns Because SHELF deeply values the partnership we have with our featured nail polish brands, we feel it necessary to stand by our partners. In a situation like this, it could be easy for Essie and O.P.I. to release their agreement with SHELF. It is SHELF’s goal and priority to support Essie and O.P.I. in such a time of crisis.

GOAL iii

To stress the importance of knowing the ingredients of products consumers apply onto their body and consume on a day-to-day basis. One of SHELF’s values is transparency—specifically the transparency between ingredients and consumer. SHELF’s goal is to encourage more brands and companies to list the ingredients included in their products. SHELF also wants consumers to demand and gain awareness of listed ingredients.

OBJECTIVES goal i: To support and inform SHELF

users and nail polish buyers with accurate information.

objective i

To distribute timely and accurate information and updates regarding the triphenyl phosphate (TTP.)

objective ii To notify and provide SHELF users and nail polish buyers a complete list of which brands do and do not contain triphenyl phosphate.

goal ii: To aid featured SHELF nail polish brand’s (Essie and O.P.I.) needs

and concerns.

objective i To help Essie and O.P.I. “fans” gain a better understanding of the nail polish brand’s futures in the most positive light possible.

objective ii To stay in close contact and communication with the Essie and O.P.I. teams as well as standing by any and all announcements the brands make.

goal iii: To stress the importance of knowing the ingredients of products consumers

apply onto their body and consume on a day-to-day basis.

objective i To encourage non-SHELF users to download the SHELF app in order to keep track of ingredients contained in nail polishes.

objective ii To spread awareness of what could happen if consumers stop keeping track of what constitutes products.

TACTICS goal i: To support and inform SHELF users and nail polish buyers with accurate information. objective i To distribute timely and accurate information and updates regarding the triphenyl phosphate (TTP.)

tactics 1. Monitor TTP news (social media, television, radio etc.) 2. Create a special “TTP” section on shelfcosmetics.com website formatted as Q & A

! Answers: who, what, when, where, why and how? 3. Keep the SHELF blog (blog.shelfcosmetics.com) up-to-date and easily accessible 4. Send email updates regarding the TTP situation to SHELF email list 5. Reach out to authors/scientists of articles pertaining to TTP in attempt to receive

more information 6. Create a visually attractive infographic that summarizes the TTP findings and

upload it to social media platforms (with the intention of it being shared)

objective ii To notify and provide SHELF users how they specifically may be affected by the TTP findings.

tactics 1. Email a completed list of which brands and nail polish bottles do and do not

contain TTP 2. Contact a well-known dermatologist (SME) to speak on the TTP findings from a

medical standpoint ! Create a video of the dermatologist to share via email and social media

platforms goal ii: To aid featured SHELF nail polish brand’s (Essie and O.P.I.) needs and concerns. objective i To help Essie and O.P.I. followers and users to gain a better understanding of the nail polish brand’s futures in the most positive light possible.

tactics 1. Share and engage with all Essie and O.P.I.’s social media accounts and posts that

pertain to the TTP crisis

2. If they have not already, encourage Essie and O.P.I. to release separate white papers

! A section of this will contain the brand’s next steps that SHELF can share and assure all users of a bright future

objective ii To remain “in the loop” with the communication policies and crisis action plans of Essie and O.P.I.

tactics 1. Stay in close contact and communication with the Essie and O.P.I teams 2. Stand by (supporting) any and all announcements the brands make that relate to

TTP 3. Create a two-way street of communication: SHELF stands by Essie and O.P.I. with

hopes that Essie and O.P.I. will support and stand by SHELF goal iii: To stress the importance of knowing the ingredients of products consumers apply onto their body and consume on a day-to-day basis. objective i To encourage non-SHELF users to download the SHELF app in order to keep track of ingredients contained in nail polishes.

tactics 1. Start the #WhatsOnYourSHELF hashtag to centralize social media posts that

pertain to keeping track of ingredients and labeling 2. Accept any TV/radio interview offers

! Ask details of the interview ! Thoroughly prepare CEO/Founder, Aviva Kamler before going on

objective ii To spread awareness of what could happen if consumers start or stop keeping track of what products are made up of.

tactics 1. Have the CEO/Founder, Aviva Kamler write an Op-Ed piece for Glamour

magazine ! Op-Ed piece should be about why we (consumers) should know what we

put in and on our bodies ! Glamour magazine fits SHELF Cosmetics’ target audience

2. Create a Video News Release (VNR) that includes facts about general product tracking and how it could affect your life

! VNR spokesperson = Aviva Kamler

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EVALUATION