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POLARIS
                   Communication Agency




By: Ashish Tomar
Cosmetic
                               s

Cosmetics are the substance which are intended
   to apply on skin to enhance the beauty of a
             Human Body or to make
Indian
                                                             Cosmetic
                                                              Market
 • Indian Cosmetic Market is huge and is experiencing the
   growth of 15-20% every year, twice as fast as that of
   the U. S. and European markets.
 • The growth rate in the cosmetics market reflects
   increasing demand for beauty care products in India.
 • Registered a Sales of Rs. 422.3 Billion (US $ 9.3 Billion)
   in 2010
 • Holds an immense future growth potential
 • The cosmetic sales in India is expected to surge at a
   CAGR of around 18% during 2011-2014

Source - http://www.beautypackaging.com/articles/2011/06/alls-fair-in-indias-cosmetics-market
• The most popular items are color cosmetics, of which
  nail varnish, lipsticks and lip glosses account for the
  most sales.

• Skin care cosmetics experienced a relatively slower
  growth, and products such as anti-wrinkle
  creams, cleansers and toners, for instance, are not as
  popular as facial creams, moisturizers and fairness
  creams in this genre. Companies like Pond’s and Fair
  & Lovely rule the roost in this segment.

 Source - http://www.rncos.com/Press_Releases/Indian-Cosmetic-Market-Set-to-Grow-at-18-CAGR.htm
Cosmetic
                                    Product
                                    Category
•   Bath Preparation
•   Eye Makeup Preparations
•   Fragrance Preparations
•   Hair Preparations (non-coloring)
•   Hair Coloring Preparations
•   Face Makeup Preparations
•   Manicuring Preparations
•   Oral Hygiene Products
•   Personal Cleanliness
•   Shaving Preparations
•   Skin Care Preparations (Creams, Lotions, Powders, and Sprays)
ROU
                     TE
A wide variety of
shades, textures &
effects
REASON
Variety
Attracts
People




Once Attracted, We have
The Product Concept

We offer a Wide variety of Natural shades & textures

Awareness through TVC’s, Magazines and Digital medium
Available at all leading stores and stand alone stores in metros
Accessible by everyone who is aware of the brand
Affordable for the masses
Acceptable by those who wants to get noticed in a subtle and
natural way
Prod
                                             uct
• The brand offers a wide range of well
  researched products which…

  – Provides wide variety of Shades and Textures.
  – Will give a Natural look to the daily user as well.
    smashing and wild look to the user while partying
  – Are extremely Skin friendly and fit for all skin types
    and tones.
  – Are Easy to apply and are Long lasting.
Product
                                  Range

•   Eye Makeup Preparations
•   Hair Coloring Preparations
•   Face Makeup Preparations
•   Nail Paints & remover
Consumer Understanding

                Budget



  Brand                        Quality

                Factors



       Long
                          Variety
      Lasting
Product is the ‘Final Offering’ and not the
  Product itself…

Cosmetics are used for:

Good Skin
To make her look attractive &
  presentable
feel good
Recognized in a crowd
TG
                           Demograp
                             hics
•   Age : 16-35 years
•   Gender : Females
•   Occupation : Student and Working Women
•   Status: Upper Middle Class
TG
                                        Profil
• She is an Extrovert, Outgoing and intelligent
                                                e
• She is Fun Loving and Chirpy in nature
• She values time and believes in perfection
• She is the life of every party and hence is
  everybody's favorite
• Shopping is a great pleasure for her
• She is pampered but at the same time is
  friendly, loving and caring
• She loves to experiment with her looks
• A diva, A trendsetter
Competitive
  Analysis
Top 7 Brands in
Vision statement- To provide glamour, excitement and innovation to
   consumers through high quality products at affordable prices.

   “Its fabulous to be a woman”

   Revlon is a mass market cosmetic brand offering colour
   cosmetic, skin care, fragrance and personal care products . Revlon
   takes pride in manufacturing the top skin care and strives to please
   young and older woman alike




Source-http://issuu.com/1617lowends/docs/revlonanalysis
• „On Top of the World‟

• The target segment for the brand is young women and the
  positioning of the brand is ‘trendy and stylish complete range
  of products for skin and beauty care’. Most of the Lakme ads
  feature beautiful girls who woo guys with their Lakme-cared
  lips, nails or skin
• It optimizes the feminity of Indian Women
• Maybe she's born with it. Maybe it's
  Maybelline

• The "it" is accessible to women everywhere and empowering
  women worldwide to make the most of their unique beauty
  potential.
• Vision statement-To be the company that best understands and
  satisfies the product, service and self-fulfilment needs of
  women globally
• With more than 60 Lakh representatives in over a 100
  countries, Avon has understood that successful selling is about
  people connecting with people
Pricing
                                $trategy
• The Brand will follow the moderate pricing, neither
  too low nor too expensive.
• To make it affordable to the TG.
• At the high end though the brand will look expensive
  but it wont be able to grab much of the market share
  as people who can spend more are relatively less
  experimental (with Brands) and goes for the brands
  which are already established
• They can also be called Laggards
Brand Names
   discussed
Brand
Brand                       Concept
Name
    allemal                         Argu
A German word, meaning
Always
                                    ment
                         Today’s Young, powerful, independent
                         and confident female demands to look
                         attractive, presentable and different yet
                         good at all times. Every good thing in this
                         world has an impression of itself, to be
                         trusted and to be remembered by the
                         best is what we aim to do. Allemal gives
                         you the surity and the trust to be Always
                         with you, to Always make you look
                         Beautiful
Brand concept Map
             Confident             Alw
                                   ays
   Natural   Allemal      Presentable




             Attractive
3R’s of
                                              Branding

Allemal is relevant for the outgoing, confident woman who wants to get
noticed
Allemal will be reliable to all who understands the value of natural shades
and the social value attached with the brand (No product is tested on
animals)
Allemal will build a strong emotional relationship with those who have never
experienced any side effects using the products and gets any
shade, irrespective of how wild, vivid and imaginative it is.
Brand Scan
                                 of Allemal

Motivation/                           Need
                                                           Vision
  Need                                                                                    Vision
                       To look beautiful,               To make Allemal the
                     elegant and attractive            only brand offering the
                                                          shade you desire
              Motivation
          Natural effect and
        offers widest range of               Essence
         shades and textures
                                         Wide variety of
                                        Unique & natural
                                            shades
                 Objective                                                  Brand

          To be the first choice in
             consumers mind                              Affordable range giving
                                                        natural effect to make her
                                                       look confident & attractive
Commercial                                                                           Positioning
Brand
                              Identity

Makes you feel confident and presentable
ALWAYS by offering the widest variety of
natural shades and textures, thereby
Redefining the Beauty
Brand Building


                                                Loyal
                                    Preferred
                       Accepted

             Aware


   unaware


                     Allemal FHR is here
Brand
                Differentiation
                                  STrATEG
                                  Y

Communication   Allemal            Identification




                  Selection
Differen
      tiation


All    All the Others

em
al
Identific
                            ation

Allemal is the only brand
which offers the widest range of textures
and Natural shades.
selec
                     tion

Exclusive & Exquisite variety of
shades by Allemal
communi
• Print Advertising
                              cation
  – Magazines such as Femina, Filmfare, Star dust, Elle
    ( Readership is high according to the IRS data
    2011)
• TVCs on Channels such as Colors, Star, Zee and
  Sony as these channels are most viewed by
  girls and women
• Sponsor a show on Mtv which will be
  organized only for young girls to create
  awareness and buzz for the brand.
• Digital Advertising
  – Email Marketing.
  – Display Ads.
  – Social media Marketing
• Hoarding in almost all Metropolitan as well as
Cosmopolitan cities.
• Will acquire a space in Retail outlets such as
  Shoppers stop, Pantaloons, Big Life, West side
  etc.
Position
   Allemal will be Positioned as a
                                             ing
   premium yet affordable brand offering
   the widest range of natural shades &
   textures

Tagline- Redefining the Beauty



                                    Logo -
New Brand of Cosmetics
New Brand of Cosmetics
New Brand of Cosmetics

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New Brand of Cosmetics

  • 1. POLARIS Communication Agency By: Ashish Tomar
  • 2. Cosmetic s Cosmetics are the substance which are intended to apply on skin to enhance the beauty of a Human Body or to make
  • 3. Indian Cosmetic Market • Indian Cosmetic Market is huge and is experiencing the growth of 15-20% every year, twice as fast as that of the U. S. and European markets. • The growth rate in the cosmetics market reflects increasing demand for beauty care products in India. • Registered a Sales of Rs. 422.3 Billion (US $ 9.3 Billion) in 2010 • Holds an immense future growth potential • The cosmetic sales in India is expected to surge at a CAGR of around 18% during 2011-2014 Source - http://www.beautypackaging.com/articles/2011/06/alls-fair-in-indias-cosmetics-market
  • 4. • The most popular items are color cosmetics, of which nail varnish, lipsticks and lip glosses account for the most sales. • Skin care cosmetics experienced a relatively slower growth, and products such as anti-wrinkle creams, cleansers and toners, for instance, are not as popular as facial creams, moisturizers and fairness creams in this genre. Companies like Pond’s and Fair & Lovely rule the roost in this segment. Source - http://www.rncos.com/Press_Releases/Indian-Cosmetic-Market-Set-to-Grow-at-18-CAGR.htm
  • 5. Cosmetic Product Category • Bath Preparation • Eye Makeup Preparations • Fragrance Preparations • Hair Preparations (non-coloring) • Hair Coloring Preparations • Face Makeup Preparations • Manicuring Preparations • Oral Hygiene Products • Personal Cleanliness • Shaving Preparations • Skin Care Preparations (Creams, Lotions, Powders, and Sprays)
  • 6. ROU TE A wide variety of shades, textures & effects
  • 9. The Product Concept We offer a Wide variety of Natural shades & textures Awareness through TVC’s, Magazines and Digital medium Available at all leading stores and stand alone stores in metros Accessible by everyone who is aware of the brand Affordable for the masses Acceptable by those who wants to get noticed in a subtle and natural way
  • 10. Prod uct • The brand offers a wide range of well researched products which… – Provides wide variety of Shades and Textures. – Will give a Natural look to the daily user as well. smashing and wild look to the user while partying – Are extremely Skin friendly and fit for all skin types and tones. – Are Easy to apply and are Long lasting.
  • 11. Product Range • Eye Makeup Preparations • Hair Coloring Preparations • Face Makeup Preparations • Nail Paints & remover
  • 12. Consumer Understanding Budget Brand Quality Factors Long Variety Lasting
  • 13. Product is the ‘Final Offering’ and not the Product itself… Cosmetics are used for: Good Skin To make her look attractive & presentable feel good Recognized in a crowd
  • 14. TG Demograp hics • Age : 16-35 years • Gender : Females • Occupation : Student and Working Women • Status: Upper Middle Class
  • 15. TG Profil • She is an Extrovert, Outgoing and intelligent e • She is Fun Loving and Chirpy in nature • She values time and believes in perfection • She is the life of every party and hence is everybody's favorite • Shopping is a great pleasure for her • She is pampered but at the same time is friendly, loving and caring • She loves to experiment with her looks • A diva, A trendsetter
  • 18. Vision statement- To provide glamour, excitement and innovation to consumers through high quality products at affordable prices. “Its fabulous to be a woman” Revlon is a mass market cosmetic brand offering colour cosmetic, skin care, fragrance and personal care products . Revlon takes pride in manufacturing the top skin care and strives to please young and older woman alike Source-http://issuu.com/1617lowends/docs/revlonanalysis
  • 19. • „On Top of the World‟ • The target segment for the brand is young women and the positioning of the brand is ‘trendy and stylish complete range of products for skin and beauty care’. Most of the Lakme ads feature beautiful girls who woo guys with their Lakme-cared lips, nails or skin • It optimizes the feminity of Indian Women
  • 20. • Maybe she's born with it. Maybe it's Maybelline • The "it" is accessible to women everywhere and empowering women worldwide to make the most of their unique beauty potential.
  • 21. • Vision statement-To be the company that best understands and satisfies the product, service and self-fulfilment needs of women globally • With more than 60 Lakh representatives in over a 100 countries, Avon has understood that successful selling is about people connecting with people
  • 22. Pricing $trategy • The Brand will follow the moderate pricing, neither too low nor too expensive. • To make it affordable to the TG. • At the high end though the brand will look expensive but it wont be able to grab much of the market share as people who can spend more are relatively less experimental (with Brands) and goes for the brands which are already established • They can also be called Laggards
  • 23. Brand Names discussed
  • 24. Brand Brand Concept Name allemal Argu A German word, meaning Always ment Today’s Young, powerful, independent and confident female demands to look attractive, presentable and different yet good at all times. Every good thing in this world has an impression of itself, to be trusted and to be remembered by the best is what we aim to do. Allemal gives you the surity and the trust to be Always with you, to Always make you look Beautiful
  • 25. Brand concept Map Confident Alw ays Natural Allemal Presentable Attractive
  • 26. 3R’s of Branding Allemal is relevant for the outgoing, confident woman who wants to get noticed Allemal will be reliable to all who understands the value of natural shades and the social value attached with the brand (No product is tested on animals) Allemal will build a strong emotional relationship with those who have never experienced any side effects using the products and gets any shade, irrespective of how wild, vivid and imaginative it is.
  • 27. Brand Scan of Allemal Motivation/ Need Vision Need Vision To look beautiful, To make Allemal the elegant and attractive only brand offering the shade you desire Motivation Natural effect and offers widest range of Essence shades and textures Wide variety of Unique & natural shades Objective Brand To be the first choice in consumers mind Affordable range giving natural effect to make her look confident & attractive Commercial Positioning
  • 28. Brand Identity Makes you feel confident and presentable ALWAYS by offering the widest variety of natural shades and textures, thereby Redefining the Beauty
  • 29. Brand Building Loyal Preferred Accepted Aware unaware Allemal FHR is here
  • 30. Brand Differentiation STrATEG Y Communication Allemal Identification Selection
  • 31. Differen tiation All All the Others em al
  • 32. Identific ation Allemal is the only brand which offers the widest range of textures and Natural shades.
  • 33. selec tion Exclusive & Exquisite variety of shades by Allemal
  • 34. communi • Print Advertising cation – Magazines such as Femina, Filmfare, Star dust, Elle ( Readership is high according to the IRS data 2011) • TVCs on Channels such as Colors, Star, Zee and Sony as these channels are most viewed by girls and women • Sponsor a show on Mtv which will be organized only for young girls to create awareness and buzz for the brand.
  • 35. • Digital Advertising – Email Marketing. – Display Ads. – Social media Marketing • Hoarding in almost all Metropolitan as well as Cosmopolitan cities. • Will acquire a space in Retail outlets such as Shoppers stop, Pantaloons, Big Life, West side etc.
  • 36. Position Allemal will be Positioned as a ing premium yet affordable brand offering the widest range of natural shades & textures Tagline- Redefining the Beauty Logo -