COSMETICS & Personal Care companies Presented By Pratima Shanky Palak Rashpal
Estee Lauder Mary Kay L'Oreal Estee Lauder L'Oreal Mary Kay Artistry L'Oreal Mary Kay Estee Lauder Artistry Artistry L'Oreal Estéelauder Mary Kay L'Oreal Artistry Mary Kay Estee Lauder L'Oreal Artistry Mary Kay L'Oreal Artistry Artistry L'Oreal L'Oreal Mary Kay Mary Kay Estee Lauder Mary Kay Estee Lauder Artistry L'Oreal Artistry Mary Kay L'Oreal Mary Kay Estee Lauder
INTRODUCTION_ KNOW IT BETTER Beginning-1920 Company Launched 1946 US $ 7.32 billion company with enterprise value US $ 11.78 Present in more than 140 countries and territories. 28,500 employees “I didn't get there just by wishing or hoping for it but by working for it” -Estee Lauder
About the founder Estée Lauder (July 1, 1906 – April 24, 2004) was a Jewish Immigrant, Lauder was the only woman on TIME magazine's 1998 list of the 20 most influential business geniuses of the 20th century. She was the recipient of the Presidential Medal of Freedom. She was inducted into the Junior Achievement U.S. Business Hall of Fame in 1988. "I have never worked a day in my life without selling. If I believe in something, I sell it, and I sell it hard." Estee Lauder
THOUGHTS TO BRAND ESTEE LAUDER Premium Departmental Stores Middle to high society woman Direct Marketing Woman Should learn to do make up themselves High traffic areas-impulse buying. Beautiful Surrounding of selling points. Association with prestigious retailers “I want to show as many woman as I can reach not only how to be beautiful but how to stay beautiful” Estee Lauder
Strong Leadership Give away instead of mass advertising Elegant style Innovative packaging and presentation Gift with purchase Merchandise on credit Turning each sales point in a 'Tiny Shining Spa' Mails to the store customers New Year Campaigns-'Start the year with new face' Word of Mouth WHAT WORKED FOR ESTEE LAUDER
Breaking Into Prestigious Stores STEPPING STONE Story Time-Saks Fifth Avenue
WHAT WORKS NOW
Interactive microsite with makeup specialist
Provides make and skin care tips-through videos and Q & A sessions
Add Campaign with Google-400% ROI
Sampling – Evergreen Tool
Pink Ribbon Campaign
Pink ribbon product line Over 70 countries participated recent campaign Throughout year campaign
High end Prestige and Makeup Artist Brands Prestige Skin Care Fragrance Licensing and Creatives BRANDS Salon and Pharmacy Channel
Competitors Artistry Chanel Lancome
Founded in 1968 by Edith Rehnborg, the wife of Nutrilite owner Carl Rehnborg.
Initially sold only in the United States and Canada.
Present in 15 countries by 1987
Among the top 5 selling prestige brands in the world
Revenue over $ 1 billion per year
A part of Amway global
Emerged as an even more technologically advanced with the launch of
ARTISTRY TIME DEFIANCE‘ and Pure White product lines.
Has over 250 patents and 500 scientists, engineers and technicians.
Over 3257 individual product lines.
R & D team uses state-of-the-art equipment – including
instruments to analyze the skin’s surface and beneath, similar to the technology used by NASA to map the surface of the moon.
Meet the unique characteristics and skin care needs of
Customizable eye and cheek color
Only direct-selling brand in the prestige cosmetics category
Sold exclusively by Amway and Quixtar
Revision of Artistry-PLC Concept- Revised close to 400 products
Celebrity Endorsement-Sandra Bullock
What sets artistry apart……A claim Commitment to the cosmetics business Quality Product Integrity
POSITIONING Technologically advanced product innovation Euromonitor User Reviews
B R A N D S Artistry™ eSpring™ EddieFunkhouser™ Magna Bloc™ NAO Cosmetics™ Nutrilite™ Trim Advantage™ XS™ Energy
Type : Privately held company Industry : Personal care products Founded : Dallas, Texas (1963) Headquarters : Addison, Texas Key people : Mary Kay Ash, Founder : Richard R. Rogers, Executive ChairmanDavid Holl, CEO Products : Skin care, cosmetics, sun protection, perfume Revenue : $2.4 Billion in 2007 Employees : Independent sales force of 1.8 million worldwide (2008) HISTORY
PRODUCTS SKIN CARE MAKEUP BODY & SUN FRAGRANCE MEN
Products or services for sale by member companies of the Association shall be : Accurate and truthful as to Price, Grade, Quality, Make, Value, Performance, Quantity, Currency of model and availability.
PRODUCT PROMISES Products You Can Trust. A Company You Can Believe In. Product safety is our highest priority. Dermatologists and other medical experts play a vital role in product development. We listen to what women want. Innovation can happen anytime, anywhere. Meeting consumer needs worldwide. Mary Kay does not support animal testing. We stand behind our products with a 100 percent satisfaction guarantee
COOPERATE VALUES In 1995, Mary Kay became the first cosmetics manufacturer to be awarded the Star Work Site Designation. Mary Kay is a Food and Drug Administration (FDA) registered drug manufacturing operation. These products carry the prestigious Seal of Recommendation from the Skin Cancer Foundation
competitors Avon Artistry L’Oreal
Established 1909 1st Cosmetics group worldwide 23 international brands L’oréal 17.5 billion Euros of sales in 2009 64,600 employees 130 countries
Advertising and marketing Twelfth-largest media budget in the world. Global ad spending $1.25 billion in 1998 nearly 47% of sales- At par with coca-cola Celebrities as brand ambassadors- SonamKapoor, AishwaryaRai in India
The L'Oreal spirit-Social responsibility Ethics at the heart of loreal commitments Ethics Day-Making Internal Bonding stronger Online employee chat with CEO 10000 connections and 900 questions Ethic correspondents “L’oréal for ethics” campaign Excellence bursary Loreal and UNESCO started recognition program for “Woman in Science” Encouraged woman scientists awarded 900 woman scientists till date Unique “Beauty from Heart” programme AIDS Prevention Education 100 citizen projects for the centenary
BRANDS- International Brands with annual sales more than 50 mn euros
COMPETITORS Estee Lauder Revlon Shiseido
Distribution Hair and Beauty saloons Mass Markets Department Stores, Perfumeries Pharmacies, Dermatologists