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  • Can we actually call it “resurgence”? Does “centuries of underdevelopment” apply to Japan whose economy is second only to the United States and has been for some decades now? Singapore, Taiwan, S. Korea all have been dubbed the “Asian Tigers” for some decades as well.
  • Sebamed pitch

    1. 1. A perspective of the Indian Skin Care market & A positioning and entry strategy for the Brand Brand Therapist Mumbai 15 Feb. 2007
    2. 2. The Roadmap 3. MAPPING THE BRANDS 2. CONSUMER SEGMENTATION 1. TRENDS AND THE CONTEXTUAL FRAMEWORK A opportunities map Entry strategy for our brands: Broad Brand concepts Idea generation for product ideas 4.
    3. 3. 1. TRENDS AND THE CONTEXTUAL FRAMEWORK Skinsplosion
    4. 4. CATEGORY TRENDS Skincare comes of Age… and it is not just about anti wrinkle cream!
    5. 5. Skincare category personality traits <ul><li>Complex </li></ul><ul><li>Crowded </li></ul><ul><li>Chaotic </li></ul><ul><li>Mature </li></ul><ul><li>Coming of age </li></ul><ul><li>Complete the pyramid </li></ul><ul><li>Complete the experience </li></ul><ul><li>Cutthroat </li></ul><ul><li>Cutting edge innovation </li></ul><ul><li>Diverse threads –Ayurveda, </li></ul><ul><li>cosmetology, active nature, </li></ul><ul><li>exotic naturals, cosmetic procedures </li></ul>
    6. 6. A Mature Category <ul><li>Over 40 brands spanning the spectrum of super-premium to mass </li></ul><ul><li>Every possible appeal explored and catered </li></ul><ul><li>Innovation and technology is the order of the day </li></ul><ul><li>Substantivity a necessity even in the most basic brand – hope must now have a reason why </li></ul><ul><li>Carrying forward the brand experience a key trend – Lakme Beauty House, Ayush, Kaya </li></ul><ul><li>Consultative selling almost a hygiene factor – Ponds, Aviance, Clarins… </li></ul><ul><li>Brand appeals carried across the grid –move from daily basic care to sun control to intensive specialized solutions </li></ul><ul><li>The Era of the brand makes a full coming </li></ul>
    7. 7. Marketer maturity… but how mature is the buyer / consumer? A Snapshot of the statistics…
    8. 8. The market reality <ul><li>Cosmetics and toiletries total market –Rs 3000cr </li></ul><ul><li>Skincare accounts for –Rs1200 cr </li></ul><ul><li>Growth rate of 12-15%pa </li></ul><ul><li>Mass skincare dominates the category with 85% value of the market and premium at 15% </li></ul><ul><li>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 </li></ul>Source: Euromonitor, NRS 2002
    9. 9. All India Urban Skincare 2004, 2005 Large Volumes Growing, Gaining importance Negligible, Anti-ageing gaining importance Source: A.C.Nielsen 2004 Growing, Gaining importance Size 2005 : $292 mn., 11% growth 100% 292 100% 263 TOTAL 4% 10 2% 5 Others 7.5% 22 7% 18 Total Cleansing 1% 3 0% 1 Face scrubs 0.5% 1 1% 1 Astringents 2% 6 2% 5 Face pack/masks 1% 3 1% 3 Cleansing milk 3% 9 3% 8 Face wash 6% 17 5% 15 Total Specific care 1.5% 4 1% 3 Anti-ageing 4% 12 4% 11 Anti-marks 0.5% 1 0% 1 Under eye gel 5% 15 6% 14 Total Cosmetic creams 3.5% 10.5 4% 10 Bleach 1.5% 4.5 2% 4 Foundation 27% 79 30% 78 Total Moisturizing creams 0.5% 2 1% 2 Calamines 4% 11.5 5% 13 Vanishing creams 4.5% 13 5% 12 Petroleum Jelly 9% 26 10% 26 Cold creams 9% 26.5 9% 24 Moisturizing creams 3.5% 10 3% 8 Sunscreen Lotion 8% 24 8% 22 Antiseptic creams 39% 115 39% 103 Fairness creams 2005 2004 % disp Value ($ mn.) % disp Value ($ mn.) SEGMENTS
    10. 10. 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
    11. 11. The Clutter… <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>During the same period, 30 per cent of new SKUs out of the total 984 SKUs was added in the fairness creams/lotions segment. </li></ul><ul><li>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 </li></ul>Source: AC Neilson Retail Audit/ Euro monitor
    12. 12. Implications <ul><li>Clutter :Many brands competing for a niche market </li></ul><ul><ul><li>Need for getting width and depth of usage – upgrade and lateral shifts </li></ul></ul><ul><ul><li>Retail space- shelf distinction </li></ul></ul><ul><li>Need for clear differentiation and sharp positioning in the cluttered space </li></ul><ul><ul><li>Based on strong product differentiation </li></ul></ul><ul><ul><li>Sharp understanding of consumer mindset </li></ul></ul><ul><ul><li>To have a proposition that will span the range and not just promote a hero product </li></ul></ul>
    13. 13. A Context Analysis Observations from – DDB Signbanks What is the press writing A net search Market visits and scan Direct selling consultant visits Chats with experts The Contextual Signs
    14. 14. A look at the emergence of Health, Science & Substance in the skincare category
    15. 15. Fairness evolves <ul><li>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 </li></ul><ul><ul><li>Fairness garbed in the cloak of Enhanced solutions: </li></ul></ul><ul><ul><ul><li>Perfect Radiance </li></ul></ul></ul><ul><ul><ul><li>Garnier Light </li></ul></ul></ul><ul><ul><li>Justifying usage, providing placebos – FAL Ayurveda the Ayurvedic variants of fairness creams </li></ul></ul><ul><ul><li>Reduced skin damage for finally fair flawless skin – the sunbloc moisturizers </li></ul></ul>
    16. 16. Beauty and the Beast <ul><li>Is the metro sexual male a reality or a myth fired by page 3 </li></ul><ul><ul><li>Male grooming is slowly but surely making its way into the mass. Rexona deos –because men need more protection, they are different. </li></ul></ul><ul><ul><li>Traditionally social acceptance of our maharajas and most men donning jewelry, long hair, having milk baths and getting the works is accepted </li></ul></ul><ul><ul><li>The appearance of the hair colour streaks, facials at home, the sneaky moisturizer garbed as aftershave balm are signs of the male vanity coming out of the closet </li></ul></ul>
    17. 17. The Indian Metrosexual Has Arrived [TIMES NEWS NETWORK ]     Boys and men, moisturise your masculinity. The urban man is going all out to exhibit his softer, more feminine side.   He's shopping for glow-packs, face-scrubs, jewellery, embroidered kurtis and sarongs. And he's happy changing nappies and cooking pasta for his wife.   The metrosexual man has arrived in India . And he's this season's pin-up: soft, stylish and sexy. Here's how machoism is getting manicured. Kunal Sehgal, 17, uses an Everyouth glow-pack everyday, gets his body waxed and tattooed, and has a weekend shopping bud-get of Rs 2,500. For him, facials aren't an exercise in narcissism.   Akash Anand, 28, loves to shop, lifts weights every morning, is devoted to his wife and wears funky pinks hand-picked from Selfridges. &quot;I get my blackheads removed and an aroma facial done every month. Once I got my chest waxed for a modelling assignment,&quot; says Anand, team manager, Birla Sunlife Distributors.   David Beckham, the ultimate metrosexual icon who has defied manly expectations like what a man should wear and how they should behave, is rewriting the rules for the Indian man as well. &quot;The ratio of women and men coming to my beauty salons is 50:50. That's why I launched an exclusive men's salon and a Manpower range,&quot; says Shahnaz Husain. &quot;We have an exclusive package for grooms — concealing make-up, bleach, facial,&quot; says Vandana Luthra. Kaya gets about 35% male visitors
    18. 18. The Anti ageing mantra… yet to become a chant <ul><li>“Time will go on – wrinkles can wait”, the promise of making time stand still, heard and seen. </li></ul><ul><li>But how much of it has become the anthem of the mass Indian?… </li></ul><ul><ul><li>Spanning from ingredient stories like AHAS and collagen the market is today evolved to Botox and is the fastest growing category </li></ul></ul><ul><ul><li>The science of skincare is in its most evolved form in this category </li></ul></ul>
    19. 19. Beauty and Health meet half way up
    20. 20. Health meets Beauty <ul><li>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 </li></ul><ul><li>The importance of eating right for good health … thus also good skin </li></ul><ul><li>Brands that reflect this trend: </li></ul><ul><ul><ul><li>Saffola, </li></ul></ul></ul><ul><ul><ul><li>Subway sandwiches </li></ul></ul></ul><ul><ul><ul><li>Sweekar low absorb, </li></ul></ul></ul><ul><ul><ul><li>Real Active, </li></ul></ul></ul><ul><ul><ul><li>Diet Coke, </li></ul></ul></ul><ul><ul><ul><li>Britannia Low fat cheese, </li></ul></ul></ul><ul><ul><ul><li>Nestle Slim, </li></ul></ul></ul><ul><ul><ul><li>Amul Probiotics ice cream </li></ul></ul></ul><ul><ul><ul><li>whole wheat/atta bread (readily available in most small stores)…. </li></ul></ul></ul>
    21. 21. Internalizing Beauty Treatments <ul><li> </li></ul>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.
    22. 22. <ul><li>No better make up than beautiful skin </li></ul>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.
    23. 23. Fitness meets Beauty <ul><li>Fitness of body, soul and mind and the agility of all three as the route to beauty and success </li></ul><ul><ul><li>The springing up of health clubs and spas a good indicator of this (even in a smaller town like Nasik) </li></ul></ul><ul><ul><li>The importance of some form of exercise – walk, jog, aerobics, weight lifting, kick boxing, Taichi, karate, the choices are limitless </li></ul></ul><ul><ul><li>Personal trainers </li></ul></ul><ul><ul><li>Mickey Mehta’s classes, Shiamak Davar’s dance classes </li></ul></ul>
    24. 24. Wellness meets Beauty <ul><li>Taking the holistic view to beauty forward through alternative healing therapies. It is all about the inward beauty approach </li></ul><ul><ul><li>Ayurveda meets health, meets peace of mind, meets beauty from within – Ayush </li></ul></ul><ul><ul><li>Yoga and its modern form to fit into lifestyles of today – dance yoga </li></ul></ul><ul><ul><li>Art of living and mind control </li></ul></ul><ul><ul><li>Reiki and the art of healing through belief </li></ul></ul>
    25. 25. 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: [email_address]
    26. 26. Wellness meets Cosmetology meets Beauty <ul><li>Using the science of medicine in beauty – technology + advanced cosmetology(everything non-surgical) </li></ul><ul><li>Creating a whole new lifestyle: </li></ul><ul><ul><li>Kaya Clinic delivering the ultimate in skin enhancement and maintenance through Botox, laser treatments, skin peels, etc </li></ul></ul><ul><ul><li>Hedonism and self indulgence of a generation that will not shy to spend on the promise of time reversal and making time stand still </li></ul></ul>
    27. 27. Dermaceuticals meet Beauty <ul><li>Even the most mundane problem – solution remedies are packaged to meet the demand to look good. Now even cracked heels need to take cover </li></ul><ul><ul><li>Crack cream </li></ul></ul><ul><ul><li>Eraser anti spot and stretch mark removal-flaunt that midriff </li></ul></ul><ul><ul><li>And now the emergence of the serious premium brands </li></ul></ul><ul><ul><ul><li>Neutrogena </li></ul></ul></ul><ul><ul><ul><li>Vichy </li></ul></ul></ul>
    28. 28. Ayurveda takes a leap to beauty <ul><li>Not only in the explosion of brands riding the Ayurveda/Natural platform but also in the coming of age of this age old science </li></ul><ul><ul><li>Highest number of brands migrating into Ayurveda territory – FAL Ayurveda, Shahnaaz Herbals, Himalaya </li></ul></ul><ul><ul><li>The ultimate is in recreating the Ayurveda experience, the lifestyle </li></ul></ul><ul><ul><ul><li>Ayush Therapy Centre a place for medicinal and holistic healing that ultimately leads to relaxation and enhancement of overall beauty </li></ul></ul></ul><ul><ul><ul><li>Kerala as a destination for the Auyrveda experience </li></ul></ul></ul><ul><ul><ul><li>Taj Holidays promoted as the ultimate destination of this lifestyle – also providing wonderful cross tie up ops </li></ul></ul></ul><ul><ul><li>Now even snacking the healthy way makes for winning skin – Yogi Vitamla </li></ul></ul>
    29. 29. Biotechnology meets Beauty <ul><li>The enhancement of naturals through scientific process packaged as the power of nature </li></ul><ul><ul><li>Biotique – nature in a bottle </li></ul></ul><ul><ul><li>Shahnaaz Hussain – power of flowers </li></ul></ul><ul><ul><li>Garnier – Body Cocoon and the power of nature on cellulite </li></ul></ul><ul><ul><li>Ingredient stories in almost all brands </li></ul></ul>
    30. 30. <ul><li>An Emerging science that has the potential to become the basis of a new appeal </li></ul><ul><ul><li>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 &quot;bad&quot; bacteria. Taken internally, they clean out the digestive tract and promote a clearer complexion. </li></ul></ul><ul><ul><li>Used topically in skin cleansers, creams and masks, these beauty products can soften, smooth and exfoliate skin, giving it a fresh youthful appearance </li></ul></ul>Emerging - beauty through Probiotics
    31. 31. Probiotics… <ul><ul><li>Promoting a Complete Regimen for Beautiful Skin:- There are two major components of an effective skin care regimen. </li></ul></ul><ul><ul><ul><li>External Care - The first is a three-step skin care system that includes a pre-biotic cleanser, a probiotic moisturizer and probiotic mask system. </li></ul></ul></ul><ul><ul><ul><li>Internal Care - The second component is also a three-part system which incorporates the &quot;big three&quot; 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 </li></ul></ul></ul>
    32. 32. Fitness meets weight loss meets beauty <ul><li>Where thin may not be totally in, fit and not fat is certainly the aspiration </li></ul><ul><ul><li>Rama Bans aerobics and weight loss plans </li></ul></ul><ul><ul><li>Anjali Mukherjee’s pay to lose weight and eat right (food products too)program </li></ul></ul><ul><ul><li>VLCC and the make over with weight loss and skin care and make up packages. Now carried forward into a range of skincare products </li></ul></ul>
    33. 33. Body is my temple <ul><li>“ My face is no longer just my fortune”. </li></ul><ul><li>Garnier Body cocoon – body firming and shaping </li></ul><ul><li>L’Oreal Plenitude – Perfect Slim, contouring and firming body gel </li></ul><ul><li>Lux Body Wash – Style your body </li></ul><ul><li>The Beauty queen role model of shapely bodies, well toned, well maintained </li></ul><ul><li>The new generation of bare to dare film heroines and the need for tone in shape and touch </li></ul><ul><li>It is no longer terrible to wear spaghetti straps and bare that midriff – even small townie mothers are accepting it </li></ul>
    34. 34. Homeopathy meets Beauty <ul><li>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 </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>FMCG products with the surity of Homeopathy (shampoo and skin creams)-Richfeel Skincare products –root substantivity in Homeopathy </li></ul></ul>
    35. 35. Aromatherapy meets Beauty <ul><li>The olfactory power to soothe and relax and enhance. Driving a generation towards a whole new lifestyle and a justification for indulgence </li></ul><ul><ul><li>Palmolive Naturals – body bath gels, soaps, hand wash </li></ul></ul><ul><ul><li>Shahnaaz Hussain’s aroma power range </li></ul></ul>
    36. 36. Finesse meets Beauty <ul><li>Grooming and finesse, personality development, right speech and diction … </li></ul><ul><li>The new age mantras of total beauty - poise, confidence, style, etiquette, all part of the burgeoning beauty brigade </li></ul><ul><li>Sabira Merchant the high priestess of diction, Orchid Finishing school, Cory Walia, the English Diction classes in small towns </li></ul>
    37. 37. Dimensions for The delivery of Beauty Fashion Fairness Anti ageing Male specific Health Fitness Weight loss Wellness Body Aromatherapy Ayurveda Cosmetology Dermaceuticals Biotechnology Homeopathy Sun Protection
    38. 38. The dimensions of health and beauty far more complex and holistic body – mind – soul
    39. 39. BEAUTY OUTER DRIVEN PHYSICAL APPEARANCE Outward things seen INNER DRIVEN ATTITUDE The Way one thinks INNER DRIVEN APPROACH TO LIFE The physical things one does 1 2 3 Look at Beauty at three levels
    40. 40. BEAUTY <ul><li>OUTER DRIVEN </li></ul><ul><li>PHYSICAL APPEARANCE </li></ul><ul><li>Face - skin, eyes, teeth </li></ul><ul><li>Complexion - fair or should have good skin </li></ul><ul><li>Physical features and build </li></ul><ul><li>- Hair </li></ul><ul><li>- Walk </li></ul><ul><li>- Makeup </li></ul><ul><li>Dress and accoutrements </li></ul><ul><li>Glamour = turn around appeal, arresting quality </li></ul><ul><li>INNER DRIVEN </li></ul><ul><li>ATTITUDE </li></ul><ul><li>If you feel good you look good </li></ul><ul><li>State of mind - </li></ul><ul><li>tension shows on the face </li></ul><ul><li>Overall Character </li></ul><ul><li>Positive outlook </li></ul><ul><ul><li>- smiling face, good nature </li></ul></ul><ul><ul><li>-friendly,helpful </li></ul></ul><ul><ul><li>-smart to talk </li></ul></ul><ul><li>Mind control and discipline </li></ul><ul><li>INNER DRIVEN </li></ul><ul><li>APPROACH TO LIFE </li></ul><ul><li>The healthy way of life </li></ul><ul><li>Healthy food </li></ul><ul><ul><li>- fresh fruit/veges </li></ul></ul><ul><ul><li>- not oily </li></ul></ul><ul><ul><li>- regular mealtimes </li></ul></ul><ul><ul><li>- Fasting(rest the system) </li></ul></ul><ul><ul><li>- drinking water </li></ul></ul><ul><li>Exercise </li></ul><ul><li>Routines in Beauty Care-time for self </li></ul><ul><ul><li>- use beauty care products </li></ul></ul><ul><ul><li>- visit a parlour regularly </li></ul></ul><ul><ul><li>- necessary to look good for husband, family and self </li></ul></ul><ul><li>Shows up as a natural glow </li></ul>1 2 3 T H E L O O K THE FEEL
    41. 41. Implications <ul><li>Health, natural, wellness huge trends – Brands emerging out of this platform will have connects </li></ul><ul><li>The Challenge is to differentiate as even this space becomes cluttered </li></ul><ul><li>The concept of beauty becoming more well rounded – from within and without </li></ul>
    42. 42. The Roadmap USAGE NEEDS 3. MAPPING THE BRANDS 2. CONSUMER SEGMENTATION 1. TRENDS AND THE CONTEXTUAL FRAMEWORK A opportunities map Entry strategy for our brands: Broad Brand concepts Idea generation for product ideas 4.
    43. 43. 2.Segmenting Consumers by attitude and mindset
    44. 44. Attitudes to Beauty and Grooming (Indian Women SEC A B)
    45. 45. The Indian Consumer has evolved The market is tiered with different segments based on their needs - Outward and Inward
    46. 46. Psychographic segmentation of the Indian market Source: Psnap, NRS FGDS across Mumbai, Delhi, B’lore, Cal Media scans and context analysis
    47. 47. Needscope Mapping <ul><li>Consumer segmentation model – Paul Heylen </li></ul><ul><li>Individualism vs. Affiliation </li></ul><ul><li>Introversion vs. Extroversion </li></ul><ul><li>Consumer segments that determine mindsets and how brands are catering to these mindsets </li></ul>
    48. 48. Implications <ul><li>What is the profile of our prospective customer </li></ul><ul><li>THE LIBERAL </li></ul><ul><li>THE ACTUALIZER </li></ul>
    49. 49. Our Prospective consumer: Signs that she is changing Physical object Person with an identity-mind, body, soul, needs, wants From To Shift from socio-centric to ego-centric values 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
    50. 50. Emergence of a new pluralistic persona Power Control Authority Strength Domination Masculine Archetype Nurturance Compliance Security Caring Comfort Feminine Archetype Harmony Achievement Goal orientation Ambition Warmth Pluralistic Archetype yet Independent 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
    51. 51. Changing aspirations of the modern Indian woman <ul><li>Independence </li></ul><ul><li>Not reliant on others </li></ul><ul><li>Financial independence </li></ul><ul><li>Freedom to choose </li></ul><ul><li>Empowerment </li></ul><ul><li>The ability to face the world on one’s own </li></ul><ul><li>Have the reinforcement to handle one’s life, fulfill one’s dream </li></ul><ul><li>Managing a good home </li></ul><ul><li>Looking after children and husband </li></ul><ul><li>Being the perfect wife and mother </li></ul><ul><li>Achievement </li></ul><ul><li>Creating one’s own identity </li></ul><ul><li>Being looked up to </li></ul><ul><li>Making a positive contribution to society </li></ul><ul><li>Self confidence </li></ul><ul><li>Sociability </li></ul><ul><li>Positive persona </li></ul><ul><li>Sense of purpose, resolve </li></ul>
    52. 52. …and the change in outlook towards beauty <ul><li>Beauty through care, Health oriented beauty </li></ul><ul><li>Wholesome, healthy appearance </li></ul><ul><li>Healthy clean, fresh, supple, well toned skin </li></ul><ul><li>Skin nourishment </li></ul><ul><li>Beauty through basic clean and embellishment </li></ul><ul><li>Clean, non oily skin </li></ul><ul><li>Cosmetic embellishment to cover flaws in appearance and enhance femininity </li></ul>
    53. 53. Beauty increasingly seen as a dynamic balance Good features, hair, skin <ul><li>Beauty - not only physical, but encompassing her entity as a whole. </li></ul><ul><li>Physical beauty aspirational but positive disposition, confidence charm, more important </li></ul><ul><li>A sense of artificiality in physical beauty (that can be bought) creating a need for natural beauty of the body and the mind </li></ul><ul><li>The core of beauty thus lies in health and vitality </li></ul><ul><li>Being Healthy </li></ul><ul><li>Good physical and mental health </li></ul>Beauty Looking good Feeling good Positive thoughts and behaviour
    54. 54. The Roadmap 3. MAPPING THE BRANDS 2. CONSUMER SEGMENTATION 1. TRENDS AND THE CONTEXTUAL FRAMEWORK A opportunities map Entry strategy for our brands: Broad Brand concepts Idea generation for product ideas 4.
    55. 55. 3. MAPPING THE BRANDS Finding the opportunity for Sebamed
    56. 56. Mapping the market Price Appeal Mapping Mind-state Mapping
    57. 57. A analysis and understanding of the market Matrix A R O M A T H E R A P H y H O M E O P A T H Y Garnier Vichy Neutrogena SEBAMED PRICE Mild Gentle Pears J&J Dove Beauty Anti ageing Acne Control Fairness Health/ Multi- Purpose Ayurveda Botanicals Naturals/ Herbals Scientific/ Technology/Cosmetology APPEAL Safi FAL Fairever Fairglow Himani Gold Boro Natural Vicco- Tumeric Crack Eraser No Marks FAL Ayurveda Fairever Mantra Ayur Emami- Beauty Secrets Mass Lakme Ponds Nivea Vaseline Anne French Charmis Clean n Clear Clearasil FEM Green Leaf (Aloe+VitE) Himalaya Vatika Everyuth Mid – Mass Avon Revlon Lakme (Premium) Oriflame VLCC Naturals VLCC the clinic Mass Premium Aviance Oil of Olay FAL Radiance Garnier Light Shahnaaz Hussain Biotique Super Premium Body Shop Dior Shisiedo Clarins Elizabeth Arden L’Oreal Amway Kaya Prestige
    58. 58. Natural Scientific Health Cosmetic Garnier Lakme Ponds FAL Vichy Neutrogena L’Oreal Biotique Lotus Herbals Shahnaaz Herbals Himalaya Nivea EverYuth Oriflame SEBA MED Pears Dove
    59. 59. A look at the key image dimensions of the competition Key primary competitors: Vichy Neutrogena The competition in the periphery, but the major players: Garnier L’Oreal Ponds
    60. 60. ‘ health is vital..start with your skin’ intense scientific approach to skin solutions supported by research & patents aimed at evolved skincare consumers <ul><li>Typical L’Oreal approach of problem solution with high beauty cues </li></ul><ul><li>Adherence to International format of shocking pre-use facial images </li></ul><ul><ul><li>‘ Zipping up to reveal fairer skin in Bi-White advanced product ad’ </li></ul></ul><ul><ul><li>‘ Cracking and peeling skin under a magnifying glass ; sun protection innovations from Vichy laboratories’ </li></ul></ul><ul><li>Purely scientific and technical ad content with research oriented product claims </li></ul><ul><ul><li>‘ Reduces skin melanin load by 14% . </li></ul></ul><ul><ul><li>‘ 10 YEARS OF RESEARCH PATENTS PENDING’ tagline within print ads </li></ul></ul><ul><li>Distribution </li></ul><ul><ul><li>Available at pharmacies </li></ul></ul><ul><ul><li>Counters present close to the checkout counters </li></ul></ul>
    61. 61. Vichy Fairness Bi-White Print Vichy Sunscreen range Print Vichy Normaderm Print
    62. 62. It’s healthy, it’s beautiful <ul><li>Key Image dimensions </li></ul><ul><ul><li>Clean, minimalist </li></ul></ul><ul><ul><li>Not heavily derma look </li></ul></ul><ul><ul><li>Personality : Everyday beauty that’s young, clean and fresh </li></ul></ul><ul><ul><li>Distribution-lifestyle stores with shop in shop formats </li></ul></ul>
    63. 63. <ul><li>Key Image Dimensions </li></ul><ul><li>Young </li></ul><ul><li>Fashionable </li></ul><ul><li>Ambitious </li></ul><ul><li>Independent </li></ul><ul><li>Feminine </li></ul><ul><li>Sexy </li></ul><ul><li>Strict </li></ul><ul><li>What does it deliver </li></ul><ul><li>Beauty & Glamour </li></ul><ul><li>Personality </li></ul><ul><ul><li>Fashionable lifestyle </li></ul></ul><ul><ul><li>Uptight and attitudinal </li></ul></ul><ul><ul><li>Stand-offish personality </li></ul></ul><ul><li>Outward driven confidence </li></ul><ul><li>Individualistic </li></ul><ul><li>Cosmetic & scientific in nature </li></ul>
    64. 64. <ul><li>Key Image dimensions </li></ul><ul><li>Natural ingredients yet hi-tech </li></ul><ul><li>Lively natural </li></ul><ul><li>Youthful irreverence </li></ul><ul><li>Modern, neo age </li></ul><ul><li>What does it deliver </li></ul><ul><li>International class,advanced skincare solutions </li></ul><ul><li>Active, working ingredients </li></ul><ul><li>Personality </li></ul><ul><ul><li>Friendly and relaxed attitude </li></ul></ul><ul><ul><li>Lively & inviting everyone-Nothing to hide – No put ons Practical -it is my intrinsic beauty </li></ul></ul><ul><ul><li>Cool confidence, refined </li></ul></ul>
    65. 65. <ul><li>Very authentic in its presentation </li></ul><ul><li>Association with the Femina Ms India </li></ul><ul><li>Personality : very real and genuine. The smart girl next door who has discovered how to look n feel good and feel confident too </li></ul><ul><li>Distribution </li></ul><ul><ul><li>Large format lifestyle stores and modern trade format beauty centre stores </li></ul></ul><ul><ul><li>Consultative selling with high investment in skin analyser and trained resource </li></ul></ul>‘ uncover secrets of great skincare… with innovative solutions that really work’ premium international skincare brand using proven and tested natural ingredients
    66. 66. Setting the Direction for the Brand The Positioning Opportunities
    67. 67. The Brand Promise The proposition / Brand Idea Human truth/Insight What role will you play in my life How will you connect with me Product The rational benefit & differentiator Brand Value Why will I trust you
    68. 68. <ul><li>If you have something to speak about – say it </li></ul><ul><li>David Ogilvy </li></ul>
    69. 69. The Product: A common over riding advantage <ul><li>A very strong rooting in science and the derma territory, thus very substantial stories of ingredient, research, and believability in product substance </li></ul><ul><li>A very strong differentiator and a strong USP/ REASON TO BELIEVE </li></ul><ul><li>THE 5.5 pH story </li></ul><ul><li>Spanning all segments/age groups – infancy to old age </li></ul><ul><li>Covering all categories from daily to specific care </li></ul>
    70. 70. Bringing alive the 5.5 pH advantage <ul><li>Make 5.5 pH the hero of all stories </li></ul><ul><li>It has the power to become the gold standard for skin </li></ul><ul><li>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 </li></ul>
    71. 71. The truth of 5.5 pH <ul><li>The enemies of skin-all disturb the gold standard pH of skin: </li></ul><ul><ul><li>Sun </li></ul></ul><ul><ul><li>Dust, pollution </li></ul></ul><ul><ul><li>Dryness (AC atmospheres) </li></ul></ul><ul><ul><li>Water (chlorine) </li></ul></ul><ul><ul><li>Makeup </li></ul></ul><ul><ul><li>Stress </li></ul></ul><ul><li>Sebamed restores skin to its ideal pH balance </li></ul>
    72. 72. Defining this standard <ul><li>Vision 20-20 </li></ul><ul><li>Blood Pressure -120/80 </li></ul><ul><li>Body temperature – 98.5 </li></ul><ul><li>Pulse -70 </li></ul><ul><li>Skin pH - 5.5 </li></ul>
    73. 74. Positioning Routes
    74. 75. Route 1 Rooted in a strong category and consumer insight : Too many brands, too many complex routines …what should we buy/use
    75. 76. The age and skin-state relationship Middle Age Adolescence Regression (Nourishment) Old Age Security (Health) CARE SOLUTIONS ENHANCEMENT MAINTENANCE Attractiveness Infancy Youth
    76. 77. <ul><li>Skin care needs change with age </li></ul><ul><li>Add to that there are different problems and several products as an answer these problems </li></ul><ul><ul><li>Eg teens need solutions-from zits, oily skin, pollution from their active outdoor lives </li></ul></ul><ul><ul><li>Older skins need nourishment, high sun protection and anti ageing solutions … </li></ul></ul>
    77. 78. The Brand Promise Complexity of science to Simplify Life Human truth/Insight High clutter & confusion- Too many brands, too many complicated routines Product The rational benefit & Differentiator: 5.5pH Brand Value Depth of science Simplicity of application Friendly approachable
    78. 79. Simplify Life : a philosophy, a value <ul><li>Simplicity a universal desire </li></ul><ul><li>Simplicity in an already complex life </li></ul><ul><li>One less thing to fuss about </li></ul><ul><li>Single button solution </li></ul><ul><li>Beauty is in the simplicity </li></ul><ul><li>Brutally simple is what makes classics </li></ul>
    79. 80. One simple promise – the product <ul><li>With 5.5 its simple – your skin stays perfectly balanced at any stage of life </li></ul>
    80. 81. The Opportunity <ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>The look and feel-contemporary, clean, healthy, beautiful but not overtly derma and medicinal </li></ul>
    81. 83. The Device: Skin type age chart No stage would have more than a simple three step routine FOR BABY 50+ 40+ 30+ Young adult Teenager Combination Oily Dry Normal Age /Skin type
    82. 85. The advantages of this route <ul><li>No high investment in consultative selling </li></ul><ul><li>Simple point of sale material and a series of take ones can help drive home the story </li></ul><ul><li>High appeal in the value of Simplifying life – one less thing to think about in our complicated lives </li></ul>
    83. 86. Route 2 Capitalize on the fact that we are a scientific, tested, medically crafted brand – thus to the consumer SAFE
    84. 87. Translating safety to a consumer value & skin benefit Human truth/Insight Wonder 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 Innocence Gentle Pure Baby like skin through life
    85. 88. In a world where everything is artificial, adulterated, superficial, tainted <ul><li>Sebamed – </li></ul><ul><li>an incorruptible promise of innocence </li></ul><ul><li>retained through life </li></ul>
    86. 89. <ul><li>The Brand Personality </li></ul><ul><li>Young Alive </li></ul>
    87. 93. The opportunity <ul><li>To build a proposition that cuts across all the product groups and all consumer segments – even for the baby range </li></ul><ul><li>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 </li></ul><ul><li>However some consultative selling may have to support this route and can be rooted in the skin age device </li></ul><ul><ul><li>Select outlets </li></ul></ul><ul><ul><li>For defined time frames </li></ul></ul>
    88. 94. Route 3 Taking the value of being genuine and truly rooted in science – translate it to a consumer value
    89. 95. Translating safety to a consumer value & skin benefit Be true to your skin Human truth/Insight Who and what can I really trust these days Product The rational benefit & Differentiator: 5.5pH true to your skin’s chemistry Brand Value Real Scientific Genuine
    90. 96. <ul><li>Sebamed is a simple pledge to your skin and to yourself </li></ul><ul><li>A pledge to be healthy. To be beautiful </li></ul>
    91. 97. Present a holistic concept of beauty <ul><li>Beauty that works from within and without </li></ul><ul><li>External beauty – supported by the 5.5 pH that is true to the skin’s chemistry </li></ul><ul><li>Internal Beauty -Support with Neutraceutricals – do good vitamins and nutrition for the overall health and beauty of skin </li></ul><ul><li>Lifestyle advice - on the right diet and exercise tips to support the story of beautiful, healthy skin </li></ul><ul><li>Behaviour modification – meditation, art of living being true to your inner self </li></ul><ul><li>Totally linked into the corporate value as a pharma brand </li></ul><ul><li>Even for baby-nothing but true to your child </li></ul>
    92. 98. The potential <ul><li>Its all about skin truths </li></ul><ul><li>About skintrospection </li></ul><ul><li>True lies about this skin – the skin never lies (no foundation, no make up – just real skin) </li></ul><ul><li>True attraction </li></ul><ul><li>Real impressions </li></ul>
    93. 101. 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
    94. 102. Translating safety to a consumer value & skin benefit Skin that’s active 24x7 SKINERGY Human truth/Insight I 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 Active Sporty Outdoorsy
    95. 103. The Brand World <ul><li>Active outdoorsy </li></ul><ul><li>The skin - clear, unmade up, beautiful, body shots </li></ul><ul><li>The graphics basic active </li></ul><ul><li>The models – sporty, well toned </li></ul>
    96. 105. The Retail Strategy <ul><li>Establish differentiation by presence in a distribution system that lends subtantivity to the brand </li></ul><ul><li>Presence in large format lifestyle stores will dilute the distinct position </li></ul><ul><li>Selective Pharmacy and health and toiletries chains </li></ul><ul><ul><li>Health & Glow </li></ul></ul><ul><ul><li>Life ken </li></ul></ul><ul><ul><li>Apollo Pharmacy </li></ul></ul><ul><ul><li>Medicine shoppe </li></ul></ul><ul><ul><li>Other pharma chains opening up </li></ul></ul>
    97. 106. Presence at the Cosmetology Clinics <ul><li>Select beauty clinics – run by doctor cosmetologists would make for great credibility. Eg Yuva – Rekha Seth </li></ul>
    98. 107. Association with holistic health related events <ul><li>Sports – the marathon, an annual skin walk (face the sun) </li></ul><ul><li>Sebameditation classes </li></ul><ul><li>Sebamed school – of internal healing </li></ul><ul><li>Rhythm of life – the Sebamed school of dance </li></ul><ul><li>Sebamed weather forecast – the weather can change, your skin pH won’t </li></ul><ul><li>Any event in your life is a skin event – put your best face forward </li></ul><ul><ul><li>Boss coming home </li></ul></ul><ul><ul><li>Child’s PTA… </li></ul></ul>
    99. 108. Influencing the influencer <ul><li>Reaching the doctor and medical community </li></ul><ul><ul><li>GPs </li></ul></ul><ul><ul><li>Dermatologists </li></ul></ul><ul><ul><li>Pediatricians </li></ul></ul><ul><ul><li>Gynecologists </li></ul></ul><ul><li>Run skin conferences in key metros– supported by Sebamed </li></ul><ul><ul><li>Local speaker to present a paper on skincare research </li></ul></ul><ul><ul><li>The Sebamed expert to introduce the brand to the community </li></ul></ul><ul><ul><li>5.5 pH test as the testimony for healthy skin </li></ul></ul><ul><li>Posters and material at the clinic </li></ul>

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