A perspective of the Indian Skin Care market &A positioning and entry strategy for the Brand

Brand Therapist Mumbai 15 Feb. 2007

The Roadmap

3. MAPPING THE BRANDS

2. CONSUMER SEGMENTATION

1. TRENDS AND THE CONTEXTUAL FRAMEWORK

A opportunities mapEntry strategy for our brands: Broad Brand concepts Idea generation for product ideas

4.

1. TRENDS AND THE CONTEXTUAL FRAMEWORK

SkinsplosionSkinsplosion

CATEGORY TRENDS

Skincare comes of Age…

and it is not just about anti wrinkle cream!

Skincare category personality traits

Complex Crowded

Chaotic Mature

Coming of age Complete the pyramid

Complete the experience Cutthroat

Cutting edge innovation Diverse threads –Ayurveda,

cosmetology, active nature, exotic naturals, cosmetic procedures

A Mature Category Over 40 brands spanning the spectrum of super-premium

to mass Every possible appeal explored and catered Innovation and technology is the order of the day Substantivity a necessity even in the most basic brand –

hope must now have a reason why Carrying forward the brand experience a key trend –

Lakme Beauty House, Ayush, Kaya Consultative selling almost a hygiene factor – Ponds,

Aviance, Clarins… Brand appeals carried across the grid –move from daily

basic care to sun control to intensive specialized solutions The Era of the brand makes a full coming

Marketer maturity…Marketer maturity…but how mature is the buyer / consumer?but how mature is the buyer / consumer?

A Snapshot of the statistics…

The market reality

Cosmetics and toiletries total market –Rs 3000cr

Skincare accounts for –Rs1200 cr

Growth rate of 12-15%pa

Mass skincare dominates the category with 85% value of the market and premium at 15%

And in this space most premium brands are talking to a limited base of a niche market of about 10 million upper to middle class women

Source: Euromonitor, NRS 2002

SEGMENTS

Value ($ mn.) % disp

Value ($ mn.) % disp

2004 2005

Fairness creams 103 39% 115 39%

Antiseptic creams 22 8% 24 8%

Sunscreen Lotion 8 3% 10 3.5%

Moisturizing creams 24 9% 26.5 9%

Cold creams 26 10% 26 9%

Petroleum Jelly 12 5% 13 4.5%

Vanishing creams 13 5% 11.5 4%

Calamines 2 1% 2 0.5%

Total Moisturizing creams 78 30% 79 27%

Foundation 4 2% 4.5 1.5%

Bleach 10 4% 10.5 3.5%

Total Cosmetic creams 14 6% 15 5%

Under eye gel 1 0% 1 0.5%

Anti-marks 11 4% 12 4%

Anti-ageing 3 1% 4 1.5%

Total Specific care 15 5% 17 6%

Face wash 8 3% 9 3%

Cleansing milk 3 1% 3 1%

Face pack/masks 5 2% 6 2%

Astringents 1 1% 1 0.5%

Face scrubs 1 0% 3 1%

Total Cleansing 18 7% 22 7.5%

Others 5 2% 10 4%

TOTAL 263 100% 292 100%

All India UrbanSkincare

2004, 2005

Large Volumes

Growing, Gaining importance

Negligible, Anti-ageing gaining importance

Source:A.C.Nielsen 2004

Growing, Gaining importance

Size 2005 : $292 mn., 11% growth

Three emerging segments

Advanced fairness through solutions on blemishes,

spots, dark circles etc

Sun protection Through sun blocs

& sunscreen lotions

Anti ageing Delivered through

advanced solutions

The Clutter…

More than 30 new brands were added in the skin creams category, out of which four brands were added in the fairness creams/lotions segment.

In July 2003, within skin creams, the total number of companies was 172, the total number of brands was 345, and the total stock keeping units (SKUs) were 1,454.

During the same period, 30 per cent of new SKUs out of the total 984 SKUs was added in the fairness creams/lotions segment.

Within the fairness creams and lotions category, the total number of companies was 33, the total number of brands was 58, and the total SKUs were 338 in the same month

Source: AC Neilson Retail Audit/ Euro monitor

Implications

Clutter :Many brands competing for a niche market Need for getting width and depth of usage –

upgrade and lateral shifts Retail space- shelf distinction

Need for clear differentiation and sharp positioning in the cluttered space Based on strong product differentiation Sharp understanding of consumer mindset To have a proposition that will span the range and

not just promote a hero product

A Context Analysis Observations from – DDB Signbanks What is the press writingA net search Market visits and scanDirect selling consultant visitsChats with experts

The Contextual Signs

A look at the emergence of Health, Science & Substance in the skincare

category

Fairness evolves

In this basic category there has been an attempt to bring health and more substantive offerings Exploring every route to fairer skin the market take the biggest leap of faith

Fairness garbed in the cloak of Enhanced solutions: Perfect Radiance Garnier Light

Justifying usage, providing placebos – FAL Ayurveda the Ayurvedic variants of fairness creams

Reduced skin damage for finally fair flawless skin – the sunbloc moisturizers

The Anti ageing mantra… yet to become a chant

“Time will go on – wrinkles can wait”, the promise of making time stand still, heard and seen.

But how much of it has become the anthem of the mass Indian?… Spanning from ingredient stories like AHAS and collagen

the market is today evolved to Botox and is the fastest growing category

The science of skincare is in its most evolved form in this category

Beauty and Health meet half way up

Health meets Beauty

It is no longer about outward cosmeticity- what is put on the skin has to be as right as what one eats to keep it bright

The importance of eating right for good health … thus also good skin Brands that reflect this trend:

Saffola, Subway sandwiches Sweekar low absorb, Real Active, Diet Coke, Britannia Low fat cheese, Nestle Slim, Amul Probiotics ice cream whole wheat/atta bread (readily available in most small stores)….

Internalizing Beauty Treatments

Eating for beauty:

The concept that physical beauty comes from within and real beauty depends highly on what we eat is what the new age women is banking on.

Raw foods, yoga, proper sleep and a positive outlook with a heart full of love is what they are starting to think of when they want to look good. Women are now focusing on that beauty which is already present, that natural beauty which all human beings posses.

Natural look works best:

The best is to have great skin. Otherwise minimalism in make up too is the best way to show off great skin 'Less Is More' Becomes a New Trend in Makeup. A woman wearing a lot of makeup, is not considered pretty anymore. They all prefer a more natural look. No foundation or powder just a little lip gloss, blush and eyeliner and one is ready to go.

The hottest look in makeup right now, beauty editors agreed, is looking like you're not wearing any at all.

No better make up than beautiful skin

Fitness meets Beauty

Fitness of body, soul and mind and the agility of all three as the route to beauty and success

The springing up of health clubs and spas a good indicator of this (even in a smaller town like Nasik)

The importance of some form of exercise – walk, jog, aerobics, weight lifting, kick boxing, Taichi, karate, the choices are limitless

Personal trainers Mickey Mehta’s classes, Shiamak Davar’s dance

classes

Wellness meets Beauty

Taking the holistic view to beauty forward through alternative healing therapies. It is all about the inward beauty approach Ayurveda meets health, meets peace of mind,

meets beauty from within – Ayush Yoga and its modern form to fit into lifestyles of

today – dance yoga Art of living and mind control Reiki and the art of healing through belief

Ojus

                                OJUS -- Sanskrit for inner vitality -- is an ayurvedic health centre situated on   the outskirts

of Bangalore. All the traditional treatments are available,   including oil massages and herbal steam baths with therapies for  ailments like rheumatism, acidity, migraine, insomnia and dandruff. The  added bonus is an ayurvedic beauty -care package.  There are fixed  residential programmes, but outsiders have plenty to

choose from.

Ananda

                                              Spread over 100 acres in Narendra  Nagar in Uttar Pradesh's Tehri-Garhwal district,

Ananda - In the Himalayas is a  luxury spa housed in the palace estate   of the former Maharaja of Tehri - Garhwal. Facilities at the 80 - room  resort near Rishikesh include ayurvedic  programmes, yoga, meditation  sessions, health foods, Thai and Swedish massages, aroma and hydrotherapy among other things. Those interested can also have a go  mountain biking, trekking, jogging, tennis and squash. For details call at (001) 6899999.e-mail: ananda@del2.vsnl.net.in

Wellness meets Cosmetology meets Beauty

Using the science of medicine in beauty – technology + advanced cosmetology(everything non-surgical)Creating a whole new lifestyle:

Kaya Clinic delivering the ultimate in skin

enhancement and maintenance through Botox, laser treatments, skin peels, etc

Hedonism and self indulgence of a generation that will not shy to spend on the promise of time reversal and making time stand still

Dermaceuticals meet Beauty

Even the most mundane problem – solution remedies are packaged to meet the demand to look good. Now even cracked heels need to take cover Crack cream Eraser anti spot and stretch mark removal-flaunt

that midriff And now the emergence of the serious premium

brands Neutrogena Vichy

Ayurveda takes a leap to beauty

Not only in the explosion of brands riding the Ayurveda/Natural platform but also in the coming of age of this age old science Highest number of brands migrating into Ayurveda

territory – FAL Ayurveda, Shahnaaz Herbals, Himalaya The ultimate is in recreating the Ayurveda experience,

the lifestyle Ayush Therapy Centre a place for medicinal and holistic

healing that ultimately leads to relaxation and enhancement of overall beauty

Kerala as a destination for the Auyrveda experience Taj Holidays promoted as the ultimate destination of this

lifestyle – also providing wonderful cross tie up ops Now even snacking the healthy way makes for

winning skin – Yogi Vitamla

Biotechnology meets Beauty

The enhancement of naturals through scientific process packaged as the power of nature

Biotique – nature in a bottle Shahnaaz Hussain – power of flowers Garnier – Body Cocoon and the power of nature on

cellulite Ingredient stories in almost all brands

An Emerging science that has the potential to become the basis of a new appeal Probiotics are the friendly bacteria that live and

work in the gastrointestinal tract to help support the immune system and help fight off disease-causing "bad" bacteria. Taken internally, they clean out the digestive tract and promote a clearer complexion.

Used topically in skin cleansers, creams and masks, these beauty products can soften, smooth and exfoliate skin, giving it a fresh youthful appearance

Emerging- beauty through Probiotics

Probiotics…

Promoting a Complete Regimen for Beautiful Skin:-There are two major components of an effective skin care regimen.

External Care - The first is a three-step skin care system that includes a pre-biotic cleanser, a probiotic moisturizer and probiotic mask system.

Internal Care - The second component is also a three-part system which incorporates the "big three" trinity of super strain probiotics into the daily diet. Supplementing diet with these seen as essential because beneficial bacteria can help clean out the digestive tract, which promotes a clear complexion. Available in either capsule or powder form

Fitness meets weight loss meets beauty

Where thin may not be totally in, fit and not fat is certainly the aspiration

Rama Bans aerobics and weight loss plans Anjali Mukherjee’s pay to lose weight and eat right

(food products too)program VLCC and the make over with weight loss and skin

care and make up packages. Now carried forward into a range of skincare products

Body is my temple

“My face is no longer just my fortune”.

Garnier Body cocoon – body firming and shaping L’Oreal Plenitude – Perfect Slim, contouring and firming

body gel Lux Body Wash – Style your body The Beauty queen role model of shapely bodies, well

toned, well maintained The new generation of bare to dare film heroines and

the need for tone in shape and touch It is no longer terrible to wear spaghetti straps and bare

that midriff – even small townie mothers are accepting it

Homeopathy meets Beauty

Constantly questioning self esteem in skin related problems, now providing guaranteed solutions. Another route to an age old need to look and feel good too

Dr. Batra’s Advanced Homeopathy, Bakson’s Advanced Homeopathy - branding and marketing hope on chronic, niggling problems in a social context. Pigmentation, acne, white patches, hair loss and allergies

FMCG products with the surity of Homeopathy (shampoo and skin creams)-Richfeel Skincare products –root substantivity in Homeopathy

Aromatherapy meets Beauty

The olfactory power to soothe and relax and enhance. Driving a generation towards a whole new lifestyle and a justification for indulgence

Palmolive Naturals – body bath gels, soaps, hand wash Shahnaaz Hussain’s aroma power range

Finesse meets Beauty

Grooming and finesse, personality development, right speech and diction …

The new age mantras of total beauty - poise, confidence, style, etiquette, all part of the burgeoning beauty brigade

Sabira Merchant the high priestess of diction, Orchid Finishing school, Cory Walia, the English Diction classes in small towns

Dimensions for The delivery of

BeautyFashion

Fairness

Anti ageing

Male specific

Health

FitnessWeight loss

WellnessBody

Aromatherapy

Ayurveda

Cosmetology

Dermaceuticals

Biotechnology

Homeopathy

Sun Protection

The dimensions of health and beauty far more complex and holistic

body – mind – soul

BEAUTY

OUTER DRIVENPHYSICAL APPEARANCEOutward things seen

INNER DRIVEN ATTITUDE The Way one thinks

INNER DRIVEN APPROACH TO LIFEThe physical things one does

11 22

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Look at Beauty at three levels Look at Beauty at three levels

BEAUTY

OUTER DRIVENPHYSICAL APPEARANCE•Face - skin, eyes, teeth•Complexion - fair or should have good skin•Physical features and build - Hair - Walk- Makeup•Dress and accoutrements •Glamour = turn around appeal, arresting quality

INNER DRIVEN ATTITUDE •If you feel good you look good•State of mind -tension shows on the face •Overall Character •Positive outlook

-smiling face, good nature -friendly,helpful -smart to talk

•Mind control and discipline

INNER DRIVEN APPROACH TO LIFEThe healthy way of life •Healthy food

- fresh fruit/veges- not oily- regular mealtimes- Fasting(rest the system)- drinking water

•Exercise •Routines in Beauty Care-time for self

- use beauty care products - visit a parlour regularly - necessary to look good for husband, family and self

•Shows up as a natural glow

11 22

33

TTHHEE

LLOOOOKK

THE FEELTHE FEEL

Implications

Health, natural, wellness huge trends – Brands emerging out of this platform will have connects

The Challenge is to differentiate as even this space becomes cluttered

The concept of beauty becoming more well rounded – from within and without

The Roadmap

USAGE

NEEDS

3. MAPPING THE BRANDS

2. CONSUMER SEGMENTATION

1. TRENDS AND THE CONTEXTUAL FRAMEWORK

A opportunities mapEntry strategy for our brands: Broad Brand concepts Idea generation for product ideas

4.

2.Segmenting Consumers by attitude and mindset

Attitudes to Beauty and Grooming(Indian Women SEC A B)

The Indian Consumer has evolvedThe market is tiered with different segments based on their needs -

Outward and Inward

Psychographic segmentation of the Indian market

Source: Psnap, NRSFGDS across Mumbai, Delhi, B’lore, CalMedia scans and context analysis

Needscope Mapping

Consumer segmentation model – Paul Heylen Individualism vs. Affiliation Introversion vs. Extroversion Consumer segments that determine mindsets

and how brands are catering to these mindsets

Implications

What is the profile of our prospective customer

THE LIBERAL

THE ACTUALIZER

Physical object Person with an identity-mind, body, soul, needs, wants

From To

Shift from socio-centric to ego-centric values

Our Prospective consumer: Signs that she is changing

Submission, controlled by others Independence, Responsibility

Restrictions, obeying Self willed freedom, being looked up to

Homebound, simplicity and frugality

Wider world prospects, Glamour, fame

Receiving money Earning money

Face oriented (appearance) Body, hair and skin oriented

PowerControlAuthorityStrengthDomination

MasculineArchetype Nurturance

ComplianceSecurityCaringComfort

FeminineArchetype

HarmonyAchievementGoal orientationAmbitionWarmth

Pluralistic Archetype

Emergence of a new pluralistic persona

yetIndependent

Courageous

Strong willed

Powerful in thoughts & ability to resolve conflicts

Achievement driven

Focussed on family well-being

Not rebellious

Not power/control driven

Not aggressive

Not self-centered

yet

yet

yet

yet

Changing aspirations of the modern Indian woman

Independence•Not reliant on others•Financial independence•Freedom to choose

Empowerment•The ability to face the world on one’s own

•Have the reinforcement to handle one’s life, fulfill one’s dream

Managing a good home•Looking after children and husband

•Being the perfect wife and mother

Achievement•Creating one’s own identity

•Being looked up to•Making a positive contribution to society

Self confidence•Sociability•Positive persona•Sense of purpose, resolve

…and the change in outlook towards beauty

Beauty through care, Health oriented beauty

Wholesome, healthy appearance

Healthy clean, fresh, supple, well toned skin

Skin nourishment

Beauty through basic clean and embellishment

Clean, non oily skin

Cosmetic embellishment to

cover flaws in appearance and

enhance femininity

Beauty increasingly seen as a dynamic balance

Good features, hair, skin

• Beauty - not only physical, but encompassing her entity as a whole.

• Physical beauty aspirational but positive disposition, confidence charm, more important

• A sense of artificiality in physical beauty (that can be bought) creating a need for natural beauty of the body and the mind

• The core of beauty thus lies in health and vitality

Being Healthy- Good physical and mental health

Beauty

Looking good Feeling good

Positive thoughts and behaviour

The Roadmap

3. MAPPING THE BRANDS

2. CONSUMER SEGMENTATION

1. TRENDS AND THE CONTEXTUAL FRAMEWORK

A opportunities mapEntry strategy for our brands: Broad Brand concepts Idea generation for product ideas

4.

3. MAPPING THE BRANDS

Finding the opportunity for Finding the opportunity for Sebamed Sebamed

Mapping the market

Price Appeal Mapping Mind-state Mapping

Prestige

DiorShisiedoClarinsElizabeth ArdenL’OrealAmwayKaya

Body Shop

Super Premium

Biotique

Shahnaaz Hussain

FALRadianceGarnier Light

Oil of Olay

Dove

Aviance

Mass Premium

VLCC the clinic

VLCC Naturals

Oriflame

AvonRevlonLakme(Premium)

Mid – Mass Everyuth Himalaya

Vatika

Green Leaf (Aloe+VitE)

FEM

Clean nClearClearasil

Pears J&J

LakmePondsNiveaVaseline Anne FrenchCharmis

Mass

AyurEmami- Beauty Secrets

No MarksFAL AyurvedaFaireverMantra

Boro NaturalVicco-Tumeric CrackEraser

FALFaireverFairglowHimani Gold

Safi

APPEAL

Scientific/Technology/Cosmetology

Naturals/Herbals

Botanicals

Ayurveda

Health/Multi-Purpose

FairnessAcne Control

Antiageing

MildGentle

Beauty

A analysis and understanding of the market Matrix

AROMATHERAPHy

HOMEOPATHY

Garnier

VichyNeutrogena

SEBAMED

PRICE

NaturalScientific

Health

Cosmetic

Garnier

Lakme

Ponds

FAL

VichyNeutrogena

L’Oreal

Biotique

Lotus Herbals

Shahnaaz Herbals

Himalaya

Nivea

EverYuthOriflame

SEBAMED

Pears

Dove

A look at the key image dimensions of the competition

Key primary competitors:Vichy

Neutrogena

The competition in the periphery, but the major players:GarnierL’OrealPonds

‘health is vital..start with your skin’intense scientific approach to skin solutions supported

by research & patents aimed at evolved skincare consumers

Typical L’Oreal approach of problem solution with high beauty cues

Adherence to International format of shocking pre-use facial images ‘Zipping up to reveal fairer skin in Bi-White advanced product

ad’ ‘Cracking and peeling skin under a magnifying glass ; sun

protection innovations from Vichy laboratories’

Purely scientific and technical ad content with research oriented product claims ‘Reduces skin melanin load by 14% . ‘10 YEARS OF RESEARCH PATENTS PENDING’ tagline within

print ads Distribution

Available at pharmacies Counters present close to the checkout counters

Vichy

Fairness Bi-White

Print

Vichy

Sunscreen range

Print

Vichy

Normaderm

Print

It’s healthy, it’s beautiful

Key Image dimensions Clean, minimalist Not heavily derma look Personality : Everyday beauty that’s young, clean and

fresh Distribution-lifestyle stores with shop in shop formats

Key Image Dimensions Young FashionableAmbitious Independent Feminine SexyStrict

What does it deliver Beauty & GlamourPersonality

Fashionable lifestyleUptight and attitudinal Stand-offish personality

Outward driven confidence Individualistic Cosmetic & scientific in nature

Key Image dimensions Natural ingredients yet hi-

techLively naturalYouthful irreverence Modern, neo age

What does it deliver International class,advanced skincare solutionsActive, working ingredients Personality

Friendly and relaxed attitudeLively & inviting everyone-Nothing to hide – No put ons Practical -it is my intrinsic beauty

Cool confidence, refined

Very authentic in its presentation Association with the Femina Ms India Personality : very real and genuine. The smart girl

next door who has discovered how to look n feel good and feel confident too

Distribution Large format lifestyle stores and modern trade format

beauty centre stores Consultative selling with high investment in skin

analyser and trained resource

‘uncover secrets of great skincare…with innovative solutions that really work’

premium international skincare brand using proven and tested natural ingredients

Setting the Direction for the Brand

The Positioning Opportunities

If you have something to speak about – say it David Ogilvy

The Product: A common over riding advantage

A very strong rooting in science and the derma territory, thus very substantial stories of ingredient, research, and believability in product substance

A very strong differentiator and a strong USP/ REASON TO BELIEVE

THE 5.5 pH story

Spanning all segments/age groups – infancy to old age

Covering all categories from daily to specific care

Bringing alive the 5.5 pH advantage

Make 5.5 pH the hero of all stories

It has the power to become the gold standard for skin

It can reposition all other skin care brands …if it isn’t 5.5 pH it is not the way skin is supposed to be

The truth of 5.5 pH

The enemies of skin-all disturb the gold standard pH of skin: Sun Dust, pollution Dryness (AC atmospheres) Water (chlorine) Makeup Stress

Sebamed restores skin to its ideal pH balance

Defining this standard

Vision 20-20

Blood Pressure -120/80

Body temperature – 98.5

Pulse -70

Skin pH - 5.5

perfect vision.exe

Positioning Routes

Route 1

Rooted in a strong category and consumer insight :Too many brands, too many complex routines …

what should we buy/use

The age and skin-state relationship

Middle Age Adolescence

Regression

(Nourishment)

Old Age Security(Health)

CARESOLUTIONS

ENHANCEMENTMAINTENANCE

Attractiveness

Infancy

Youth

Skin care needs change with age

Add to that there are different problems and several products as an answer these problems Eg teens need solutions-from zits, oily skin, pollution

from their active outdoor lives Older skins need nourishment, high sun protection and

anti ageing solutions …

Simplify Life : a philosophy, a value Simplicity a universal desire

Simplicity in an already complex life

One less thing to fuss about

Single button solution

Beauty is in the simplicity

Brutally simple is what makes classics

One simple promise – the product

With 5.5 its simple – your skin stays perfectly balanced at any stage of life

The Opportunity

Since we have a basket of products spanning the life cycle of the consumer – it is an opportunity to make choice of product very easy and simplistic for the customer

The core thought here is to project that all the thinking has been done by us to give you the most effective but simple routines – an effective but no fuss approach to healthy beautiful skin

The look and feel-contemporary, clean, healthy, beautiful but not overtly derma and medicinal

The Device: Skin type age chart

Age /Skin type

Normal Dry Oily Combination

Teenager

Young adult

30+

40+

50+

FOR BABY

No stage would have more than a simple three step routine

The advantages of this route

No high investment in consultative selling

Simple point of sale material and a series of take ones can help drive home the story

High appeal in the value of Simplifying life – one less thing to think about in our complicated lives

Route 2

Capitalize on the fact that we are a scientific, tested, medically crafted brand – thus to the

consumer SAFE

Translating safety to a consumer value & skin benefit

Human truth/InsightWonder if my skin is safe anywhere these days-everything affects ir

Product The rational benefit &Differentiator: 5.5pH that maintains your skin’s age

Brand Value InnocenceGentlePure

Baby like skin through life

In a world where everything is artificial, adulterated, superficial, tainted

Sebamed – an incorruptible promise of innocence

retained through life

The Brand Personality

Young Alive

The opportunity

To build a proposition that cuts across all the product groups and all consumer segments – even for the baby range

Innocence a great descriptor for the state of the skin and a huge value in today’s times when innocence is soon lost and seldom seen

However some consultative selling may have to support this route and can be rooted in the skin age device Select outlets For defined time frames

Route 3

Taking the value of being genuine and truly rooted in science – translate it to a consumer

value

Translating safety to a consumer value & skin benefit

Be true to your skin

Human truth/InsightWho and what can I really trust these days

Product The rational benefit &Differentiator: 5.5pH true to your skin’s chemistry

Brand Value RealScientific Genuine

Sebamed is a simple pledge to your skin and to yourself A pledge to be healthy. To be beautiful

Present a holistic concept of beauty

Beauty that works from within and withoutBeauty that works from within and without

External beauty – supported by the 5.5 pH that is true to the skin’s chemistry

Internal Beauty -Support with Neutraceutricals – do good vitamins and nutrition for the overall health and beauty of skin

Lifestyle advice - on the right diet and exercise tips to support the story of beautiful, healthy skin

Behaviour modification – meditation, art of living being true to your inner self

Totally linked into the corporate value as a pharma brand Even for baby-nothing but true to your child

The potential

Its all about skin truths

About skintrospection

True lies about this skin – the skin never lies (no foundation, no make up – just real skin)

True attraction

Real impressions

Route 4

Consumers today lead active lifestyles & don’t want to slow down in any arena of life – physical

and mental Clear need for wellness and for healthy skin that

is the best make up

Translating safety to a consumer value & skin benefit

Skin that’s active 24x7

SKINERGY

Human truth/InsightI don’t want to slow down – in any way

Product The rational benefit &Differentiator: 5.5pH keeps skin active-doing what it supposed to do 24x7

Brand Value ActiveSportyOutdoorsy

The Brand World

Active outdoorsy The skin - clear, unmade up, beautiful, body shots The graphics basic active The models – sporty, well toned

The Retail Strategy

Establish differentiation by presence in a distribution system that lends subtantivity to the brand

Presence in large format lifestyle stores will dilute the distinct position

Selective Pharmacy and health and toiletries chains Health & Glow Life ken Apollo Pharmacy Medicine shoppe Other pharma chains opening up

Presence at the Cosmetology Clinics

Select beauty clinics – run by doctor cosmetologists would make for great credibility. Eg Yuva – Rekha Seth

Association with holistic health related events

Sports – the marathon, an annual skin walk (face the sun)

Sebameditation classes Sebamed school – of internal healing Rhythm of life – the Sebamed school of dance Sebamed weather forecast – the weather can change,

your skin pH won’t Any event in your life is a skin event – put your best

face forward Boss coming home Child’s PTA…

Influencing the influencer

Reaching the doctor and medical community GPs Dermatologists Pediatricians Gynecologists

Run skin conferences in key metros– supported by Sebamed Local speaker to present a paper on skincare research The Sebamed expert to introduce the brand to the

community 5.5 pH test as the testimony for healthy skin

Posters and material at the clinic