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PROBLEM• Dangerous levels of lead, mercury and cyanide found in the beauty
products.• Severe allergic reactions as well as long-term health problems due
to dangerous chemicals present in cosmetics.• Bogus MAC, Benefit and Urban Decay products sold via eBay and
Amazon• the cosmetics industry uses thousands of synthetic chemicals as
ingredients, even those linked to cancer, infertility and birth defects.
SITUATION
• Women and beauty products are inseparable.• Growing awareness towards dangerous chemicals
present in beauty products.• Today people are more conscious towards health.
CONCERN• The Breast Cancer Fund is committed to
eliminating toxic chemicals from personal care products including soaps, lotions, lipsticks, mascara, and even some baby shampoos.
• It has started a campaign: “The Campaign for safe cosmetics”
ONLY ONE SOLUTION
Shayna – Beautiful being yourself
INTRODUCTION TO SHAYNA• Premium quality of herbs are being used.• 100% vegan in its formulation.• Paraben free.• No PEG compounds.• Silicon free.
CONSUMER ANALYSIS• The average woman applies 12 beauty products to her
body daily.• Use beauty creams to look good, feel good, societal
acceptance, fairness, skin protection, confidence.• Confusion in choosing between organic or chemical
extract preparations.• Unsure about the results.• Ready to experiment with new beauty creams.
MARKET SIZE
Organic 30%
Chemical extracted
70%
Total $6.5
billion
TARGET GROUPCore Group• College Girls• Working Women• Health conscious
Non Core Group• Others
PRICING & PACKAGING STRATEGY• Shayna is an exclusive product.• Thus, Kept in premium pricing.• The price ranges are : Rs. 450 - 100g Rs. 300 – 50g
• PACKAGING our product carries a tube made up of PVC I . e. ecofriendly
PHYSIQUE PERSONALITYNatural ingredients Active all day and nightGood quality Heritage Beautiful
REFLECTION •Reliable•Sustainability•Cosmopolitan
RELATIONSHIP• Credible• Mild & Caring • Classic but
satisfy modish needs
SELF IMAGE•Decent shoper•Independent•Confident•Luxurious but not excessive
CULTURE• Urban• Dedicated to
customer• Efficacious
STRATEGY ADOPTED
ADVERTISING.TV Commercials
.Radio Promotions.News Papers.Magazines
.Internet.Endorsement:
(Parineeti chopra)
SEGMENTATIONAge group: (18-30)
Income : High & middle
Gender: women
STRENGTH WEAKNESS
Skin friendly A lot of substitute products
Available for all the skin types Resistance by those who fear using organic product.
No age restrictionAbsence of harmful chemical
OPPORTUNITIES THREATS
Growing consumer market for improved and alluring beauty creams.
Local competition
Can tie up with parlours New entrants
Competition from already existing medication
BRAND ASSOCIATION
Women who is mature
&independent
Decent Shopper
Health concisious'women
Indianbeauty
BRAND POSITIONING• Brand domain-The target market is beauty and health conscious women
of higher income group, cosmopolitan customers.• Brand heritage-Natural ingredients and products with environmental
concern.• Brand values- 1. Defend human rights 2. Support community fair trade 3. Protect the planet• Brand image is used to identify the organization Shayna, a subject of
public interest.• Natural ingredients in all products
THANKYOU Have a nice day
By: Divya Aggarwal