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Topic: Marketing Management
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Academic Year: 2019-20
Introduction to Lipstick
“Flowers in the city are like lipstick on a woman -- it just makes
you look better to have a little color”.
-Lady Bird Johnson
If we take a look at our modern makeup, it is interesting to note that
though the products and techniques have gone through stages of
enormous advancement, the fundamentals of makeup still remain the
same. Humans have been using makeup to highlight their features for
various purposes for as long as one can remember. This is particularly
true in the case of lipsticks. From berries to today’s mind-numbing
variety, the metamorphosis of lipsticks over time is an interesting tale
that needs to be told.
Somewhere in 9 AD, an Arab scientist, Abulcasis invented the solid
lipstick. He initially made a stock for applying perfume which could then
be pressed into a mold. He tried the same method with colors and
invented solid lipstick.
Reason for selecting the product
Lipstick is our “go-to” makeup item when we want to quickly pull
our look together, and it’s also an important part of a more detailed
makeup regimen. However we choose to use it, lipstick has been the
most popular form of makeup for decades and there is no indication
that this will change any time soon.
Lipstick can protect our lips from the elements, especially the cold
and wind, by forming a protective barrier for your lips. If your lips
were already in trouble, the right lipstick will also help to repair
cracked, dry lips. It’s all in choosing the right lipstick.
Let’s not forget one of the most obvious benefits; lipstick makes
you lips look great. Lipstick can make your lips look fuller and
plumper, and if it’s your preference, correctly applied lipstick can
also make your lips appear less full or smaller than they actually are.
Persons who wear lipstick usually feel more confident and powerful
and, in fact, are usually perceived by others as being more confident
and in control.
5 COMPETITIVE BRANDS
NARS Cosmetics is a French cosmetics and skin care company founded by make-up
artist and photographer François Nars in 1994. The cosmetics line began with twelve lipsticks
sold at Barneys New York. Since then, NARS has created various multi-use beauty products
and now is a subsidiary of Shiseido.
François Nars began his career as a makeup artist. Like Bobbi, he became so
dissatisfied with the cosmetics available at the time that he created his own line.
The line launched in Barneys New York in 1994 and consisted of just 12 lipsticks.
The lipstick collection was a huge success, leading to the creation of the full brand
as we know it, NARS.
UNIQUE SELLING PROPOSITION
NARS is a fashion-forward cosmetics brand known for adventurous color, rich
textures, cheeky product names and artistry
inspired by artistry, created for self-expression”
Lipsticks: Up to £18.50/$26.00
Bobbi Brown (born April 14, 1957) is an American professional makeup artist and the founder
and ex-CCO of Bobbi Brown Cosmetics.
Brown has written eight books about makeup
and beauty. Bobbi hoped to sell 100 lipsticks during her first month at Bergdorf's,
however she ended up selling 100 during her first day! The successful range began
to expand in 1992, when Bobbi Brown was the first cosmetics company to create
yellow-toned shades of foundation sticks. From there the brand continued to grow
in popularity and was eventually sold to Estée Lauder Companies in 1995, with
Queen Bobbi retaining creative control of the brand.
Unique Selling Proposition
Bobbi Brown provides real beauty for real women. It doesn't care for wild
throwaway makeup trends or novelty products. It simply creates quality beauty
products that are designed to enhance a woman’s natural beauty.
Listen to Your Heart
Lipsticks: Up to £25.00 / $35.00
Too Faced offer everything to meet your makeup needs - from liquid lipsticks, eye
primers and palettes to mascaras and highlighters.
Too Faced was founded in 1998 by JerrodBlandino (Chief Creative Officer/Dreamer) and
JeremyJohnson(CEO/ActionMan). They felt that make up brands in the 90’s had taken a
very dull and serious route interms of their packaging and branding. They wanted to change
this and add a spark of femininity, glamour and fun back in to the world of cosmetics.
Taking this longing for somethingnew and inspirationfrom their favorite city- Paris, Too
UNIQUE SELLING PROPOSITION
We created Too Faced to bring a sense of joy, purpose and fun back into
Own Your Pretty
Lipsticks: Up to £21.00 / $21.00
MAC Cosmetics, stylized as M·A·C, is a cosmetics manufacturer founded in Toronto, Canada
in 1984 by Frank Toskan and Frank Angelo. MAC Cosmetics is named one of the top three
global makeup brands, with an annual turnover of over $1 billion, and 500 independent stores,
with over thirty stores in France. All stores are run by professional makeup artists.
MAC is an
official makeup brand, used to create makeup for movie actors. The most popular products by
the brand are Studio Fix Fluid and Ruby Woo Lipstick.
MAC is an acronym for Make-up Art
Cosmetics.The company's products were originally intended for makeup professionals, but are
sold directly to consumers worldwide. Frank Toskan stated that he "first manufactured makeup
for models, but then the models wanted this makeup for their sisters, friends, and so on...
Today, the brand continues to work with in fashion show professionals: "From a niche brand
[mainly for photo or film], MAC has become a global brand."
UNIQUE SELLING PROPOSITION
M·A·C is fun, colourful and edgy and, best of all, it celebrates individuality. In
addition to catering for all skin tones, M·A·C continuously launches creative, limited
edition collections that are known to sell out in a matter of days, sometimes
minutes. These collections see the innovative brand collaborate with everything
from TV shows and cartoon characters to fashion designers and celebrities. Known
for its innovation, M·A·C is often regarded as one of the main forces behind
seasonal beauty trends.
All Races,All Sexes, All Ages
Lipsticks: Up to £20.00/$22.00
Estée Lauder is a major played in the industry of cosmetic products.It been
operating since 1946 and has gained a major market share as well as a massive
customer base through the retail of their high quality products like
The Estée Lauder brand has had sometimes high-profile spokesmodels, sometimes referred to
simply as 'faces'. Past 'faces' for Estée Lauder include Karen Graham, Bruce Boxleitner, Shaun
Casey, Willow Bay, Paulina Porizkova, Elizabeth Hurley, Carolyn Murphy, supermodel Liya
Kebede was the first African American 'face' of Estee Lauder, Anja Rubik, and actress Gwyneth
Paltrow. Estée Lauder's Clinique brand became the first women's cosmetic company to
introduce a second line for men when, in 1976, they began a separate line called "Skin Supplies
UNIQUE SELLING PROPOSITION
Estée Lauder promotes beauty that is both aspirational and approachable and this is
reflected in the brand's products.
"Every woman can be beautiful"
Foundations: Up to £31.50/$37.50
Single Eye Shadows: Up to £19.00/$24.00
Blushers: Up to £24.00/$28.00
Lipsticks: Up to £21.00/$28.00
Beyond Beauty is a forward-lookingcompany witha holistic approachtowards health and beauty. As one of the most
progressive cosmetic companiesin India, our services are a unique blend of the latest technology with a skilful human
touch. All this is coupledwith the bestprices complementing the individual lifestyle of our customers .
Placing your logo on all of your marketing, packaging, products, social
media, website, etc. is a way to advertise your brand and your
message consistently, whether it’s in the store, in your customers’
homes, online, i.e., everywhere you want to be. A recognizable and
familiar logo goes a long way toward building brand loyalty.
The primary purpose of a product label is to identify type, size, brand,
product line, manufacturer and other product-specific information in
order to inform the consumer and encourage a purchase.
Tagline refers to a slogan which is used for the promotion and
advertisements of the product. Today, almost all leading brands have a
tagline which helps in building the ‘brand value’ of the product.
“Twist. Glide. Shine”.
UNIQUE SELLING PROPOSITION (U.S.P)
USP refers to a specific quality which is unique to a brand and which is
not possessed by any other brand of that particular product. All leading
brands have a USP which sets it Apart from other companies. The
consumers also prefer purchasing a product which has some special
USP OF BEYOND BEAUTY
Makeup – many of us love it – but most of us haveno idea
that some of our favorite beauty products contain harsh
chemicals and potentially harmful ingredients.
Methylparaben, Propylparaben, Retinyl Palmitateare some of the
harmfulingredients in most of the lipsticks.
We only use top notch ecofriendlyproducts and organic metodsinproductionof our
lipsticks .We utilizes allthe natural ingredientsWehave received the ECO HUBBY
CERTIFICATE for the quality of lipstickmaterialsused.
Smudge free texturewithwater proof.
Provides 24*7 customer support.
Our materials are purely biodegradable
Social messagefor beyond beauty
Since beyond beauty’s targeted group is women and believe inbringingpositive attitudein
them.beyond beautysupports ineducating a girlchild because we believe that onlyan
educatedwomancantake careof her personal hygiene as well as her family’s health,for
which we have joined hands with “WORLD EDUCATION ORG.”IN THEIR PROJECT-
GIRL’S AND WOMANS’ EDUCATION.World educationorg. believesthat educationfor
girls and womenis the single most effective waytoimprove the lives of individual families
as well as to bring economic development topoor communities worldwide.
Beyond Beautysupports this organizationand provides financialhelp tothem by donating
15% of our profit and ones we are establishedperfectlyinthe market,thenour donation
percentagewill increase to20-25%.
Our companyproduces 100% off of india and provides 1000sof jobs tothe rural areas. We
not only believe inbuilding our brand but alsoour country for the future.
To Whole salers: Wholesalerswhobuys 50 boxes of Beyond BeautyLipstick inone order
will get 30% discount on their purchase.
To Customerss: Anycustomer who purchases Power Bullet Lipsticks,whichincludes
Beyond Beauty’s 5 varietyshades will get ONE ZOYA NAILPOLISH free.
The pigmentation of these lipsticks is quite decent.
These have a sweet, flowery yet very cosmetic-like
No drag-on lips
Intense color payoff
The formula is neither too dry nor too moisturizing, and so it
feels comfortable to wear.
How To Use Beyond Beauty Lipstick?
Here’s how you can achieve the perfect pout using Beyond Beauty Matte
1. Prep your lips well and moisturize them using a nourishing lip balm.
2. Start applying the lip color from the center of your upper lip.
3. Work from the center towards the outer edges of your lip, following
the contours of your mouth.
4. Glide across the entire bottom lip.
Range of the product
Velvet teddy-Light weight,lustorous finish
Sin-Powerful color,All day moisture
Rebel-Blur Line and Smoothes lips
BEYOND BEAUTY SWOT ANALYSIS
1. Beyond Beauty has the top research and development teams
and resources through our parent company Esthe`e Lauder.
2. Strong market penetration and brand lopalty
3. Low prices due to low cost of production
4. Different versions of product are produced for each country.
1. Despite being a popular brand ,cosmetics industry has
intense competition and hence limited market share
2. Sometimes cosmetic products don’t suit people with
1. State of art research center.
2. Using know how from Esthe`e Lauder group.
1. People are afraid to follow latest fashion
2. High tech competitor factories
3. Wide range of substitutes.
Velvet Teddy 150 230 280
Rebel 100 200 300
Sin 180 260 320
Twig 520 580 600
There can be three different levels of packaging:
1) Primary Package: It refers to the product’s immediate container.In case
of BEYOND BEAUTY LIPSTICK primary package is kept throughout the
entire life of the product.
2) Secondary Packaging: These are additional layers of protection that
are kept till the product is ready for use. Once consumers start using
the Lipstick,they will dispose the box.
3) Transportation packaging: It refers to further packaging components
necessary for storage,identification or transportation.We may send
the goods(our product) to retailers in corrugated boxes containing
10,20, or 100 units.
CHANNELS OF DISTRIBUTION
Two Level Channel:
Manufacturer Wholesaler Retailer Consumer
This channel of distribution involves two intermediaries to
transfer goods from the manufacturer to the customer. In this
wholesalers and retailers act as a connecting link between
manufacturers and consumers. This network enables
manufacturer to cover a large market area. It is a most adopted
distribution channel for consumer products.
Three Level Channel:
Manufacturer Agent Wholesaler Retailer
This channel of distribution involves manufacturers using the
services of agents or brokers to connect with wholesalers and
retailers. Manufacturers appoint agents in major areas who in
turn connect them to wholesalers and retailers. It is suitable for
manufacturers of limited product line with customers spread over
a wide geographical area.
BEYOND BEAUTY LIPSTICK productsaremanufactured in5 different
countriesi.e., India, United Statesof America , Canada , Switzerland and
Belgium.Wecontinue to streamlineour manufacturingprocessesand
and reducecosts.Our major manufacturing facilitiesoperatesas‘Esther
Plants’that primarilymanufactureone typeof product( lipstick) for all of
the principlebrands.Our plantsaremodernand our manufacturing
Whilewe believe that our manufacturing facilitiesaresufficient tomeet
current and reasonableanticipated manufacturing requirements,we
continue to identifyoppurtunitiestomakesignificant improvementsin
capacityand productivity.Tocapitalizeon innovationand other supply
benefitswe continue to utilize third partiesona global basisfor finished
goods productionincluding and increased percentagesof volumes in Asia
to support our growth.
When it comes to transportation, we have joined hands with a transportation
corporation called ‘Lipstick transportation Corp.’ .They provides the best
Transportation services worldwide.We have partnered with them to improve
efficiency,productivity as they have good experience in this field.
Generating Online Sales
An effective way to promote our brand in today’s modern world is to put
it on the web. Almost all the potential consumers of our products are
searching and shopping online. We have an e-commerce website that
has all the relevant information such as a description of our lipstick and
their quality images, prices, social channel buttons, fine navigational
features and most importantly, our company’s address and other contact
Exploring Social Networking
Social channels such as Instagram,Facebook, Twitter,Youtube
and Snapchat are like new marketplaces where we can sell our
products aggressively. These virtual markets are ideal for reaching
to increasing number of potential consumers. Instagram
giveaways give customers an exclusive chance to be the first person to get
their hands on our new product—for free! The giveaway can be marketed
all across our social media channels.
Participating In Trade Shows
It may be that certain beauty events or cosmetic business events are
taking place regularly in your city. Such trade shows provide an
immense opportunity for promoting your small company amid
prospective consumers such as wholesalers, retailers, and people. The
cost for exhibitor booths at these shows may be expensive, but you will
reap the benefits in the end. Your company’s innovative products come
into the limelight as retailers from all over the country see your products.
Requesting Experts/ Social Media Influencer
To Review our Product.
Another way to promote our brand is to make a request to the experts of
the industry for reviewing our new products. Many experts, beauty
specialists , have their own YouTube channels that have many
thousands of subscribers and viewers. Request them to include your
new cosmetic products on their list of product reviews. If they agree,
then your product would get an easy reach to the massive number of
followers they have.Social Media Influencers are people with millions of
followers in popular social media platforms.Including them in product
review is another easiest and yet cheaper method of promoting our
Our company will appoint salespersons to contact prospective buyers
and create awareness about our product and develop product
preferences with the aim of making sale.
Offering Some Enticing Deals
People are naturally attracted to offers that are enticing to them. For
example, if your cosmetic business offers a good deal of your products,
they will think of buying those items immediately before the offer ends.
So, you can lure them with huge discounts on your key cosmetics
products to motivate them to buy.Also free samples of our lipstick will be
distributed in malls and places where a large number of peoples pays a
visit e.g.,Dubai Mall, Yas Mall and many more .