Luscious Cosmetics is an independent beauty brand created for makeup lovers across the world. Luscious Cosmetics product range features exciting, cruelty-free, and vegan products with innovative formulas and glamorous packaging that stand out with exceptionally gorgeous color results. As an Asian-origin brand, Luscious Cosmetics formulate products to survive hot and humid climates, which is a feature loved by fans in all regions of the world. Founded in 2007 by a makeup buff, Luscious Cosmetics has gained a loyal following among celebrities, makeup artists and beauty addicts alike, attaining the status of one of the fastest growing beauty brands in the world. New and dynamic product launches keeps Luscious Cosmetics on the cutting-edge of the beauty industry, but always with an affordable price tag. Luscious Cosmetics develop each product with a lot of hard work and passion to be as user-friendly as possible, but with professional-grade results. With a range of luxurious, yet affordable, products ranging from makeup essentials to specific solutions, Luscious Cosmetics believe “Your beauty should be expressed as subtly or dramatically as you want”. At Luscious there are no rules and no limits to create your own signature look to express yourself.

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Contents
Luscious Cosmetics.............................................................................................................................3
Founder.........................................................................................................................................3
Introduction...................................................................................................................................3
Our Mantra ....................................................................................................................................3
Mission ..........................................................................................................................................3
Philosophy......................................................................................................................................3
4PS OF MARKETING MIX .....................................................................................................................3
Product..........................................................................................................................................3
Price ..............................................................................................................................................4
Place..............................................................................................................................................4
Promotion......................................................................................................................................4
SEGMENTATION.................................................................................................................................4
Geographic Segmentation...............................................................................................................4
Demographic Segmentation............................................................................................................4
Psychographic Segmentation...........................................................................................................5
SWOT ANALYSIS .................................................................................................................................5
ENVIRONMENTAL ANALYSIS................................................................................................................6
Threat of New Entry ....................................................................................................................6
Buyer Power...............................................................................................................................6
Threat of Substitution..................................................................................................................6
Competitive Rivalry .....................................................................................................................6
COMPETITION ANALYSIS.....................................................................................................................7
Luscious Cosmetics .........................................................................................................................7
Odho Cosmetics..............................................................................................................................7
Masarrat Misbah Cosmetics ............................................................................................................7
Conclusion..................................................................................................................................7
MARKETING STRATEGY.......................................................................................................................8
 Product Trial or Sampling.........................................................................................................8
 Celebrity Endorsement ............................................................................................................8
 Get SEO (search engine optimization).......................................................................................8
 Bloggers Posts.........................................................................................................................9

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 Make competitions for your customers.....................................................................................9
 Send Emails to your customer..................................................................................................9
 Launch Loyalty card .................................................................................................................9
 Events.....................................................................................................................................9
MARKETING CAMPAIGN......................................................................................................................9
Theme............................................................................................................................................9
Action Plan.....................................................................................................................................9
Description about Event ..............................................................................................................9
RECOMMENDATIONS .......................................................................................................................11
CONCLUSION....................................................................................................................................12

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Luscious Cosmetics
Founder
LusciousCosmeticswasfoundedin2007 by MehrbanoSethi andsaw tremendoussuccess
inPakistanwitha growthrate of 392% in 2012*, and amongthe global SouthAsian
diaspora.
Introduction
LusciousCosmeticsisanindependentbeautybrandcreatedformakeuploversacrossthe world.
LusciousCosmetics productrange featuresexciting,cruelty-free,andveganproductswith innovative
formulasandglamorouspackagingthatstand outwithexceptionallygorgeouscolorresults.AsanAsian-
originbrand,LusciousCosmeticsformulate productstosurvive hotandhumidclimates,whichisa
feature lovedbyfansinall regionsof the world.Foundedin2007 by a makeupbuff,LusciousCosmetics
has gainedaloyal followingamongcelebrities,makeupartistsandbeautyaddictsalike,attainingthe
statusof one of the fastestgrowingbeautybrandsinthe world.New anddynamicproductlaunches
keepsLuscious Cosmetics onthe cutting-edgeof the beautyindustry,butalwayswithanaffordable
price tag. LusciousCosmeticsdevelopeachproductwitha lotof hardwork andpassionto be as user-
friendlyaspossible,butwithprofessional-grade results.Witharange of luxurious,yetaffordable,
productsrangingfrom makeupessentialstospecificsolutions,LusciousCosmeticsbelieve “Yourbeauty
shouldbe expressedassubtly or dramatically as you want”.At Lusciousthere are no rulesandno
limitstocreate yourown signature looktoexpressyourself.
Our Mantra
Celebrate YourBeauty!
Mission
Our missionisto provide affordable yetgoodqualityproductsthatmeetinternational standards.
Philosophy
At LusciousCosmetics,we take the businessof beautyveryseriously.The companywasfoundedwith
the purpose of creatinghighqualitycosmeticswithanaffordableprice tag,butwithoutever
compromisingoningredientsorethics.
4PS OF MARKETINGMIX
Product
LusciousCosmeticsisSpecialtygoods& have 7 mainProductline and20 sub productlineswhichare
following:
 Face
o Blush
o Concealer

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o Foundation
o Face Primer
o Highlight&Contour
o Powder
 Eyes
o Eye shadow
o Eye Liner
o Eye Primer
o Mascara
o Brows
 Lips
o Lipstick
o Lip-gloss
o Lip liner
o Lip Primer
 Kits& sets
 Tools
 Brushes
 Nails
Price
LusciousCosmeticsprice RangesfromRS290 - RS 6000 for differentproduct.
Place
It’sproduct available inmore than400 storesinPakistanandinternationallyin17countries.
Promotion
TheyPromote theirProductthroughprintmediabecause theydon’thave highbudgetforTVCs.
SEGMENTATION
Geographic Segmentation
 Productsare specificallyformulatedforSouthAsianskintonesandclimate.
 All Lusciousproductsare formulatedforlonglasting,vibrantcolorresultsthatsurvive
any climate.
Demographic Segmentation
 Gender:Females
 Age:18 – 56
 Social class:Urban Ladies & Makeup junkies

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Psychographic Segmentation
 Vegancosmetics&cruelty-freeMakeupProducts.
SWOT ANALYSIS
Luscious Cosmetics
Category Cosmetics
Sector Makeup & Skin care
Mantra Celebrate YourBeauty!
Unique Selling Point Wide variety of Cruelty-free color cosmetics for Asian tone women
STP
Segment Young women to old age women (18-56)
Target Group
Professional Makeup Artists including models and Actors, Retail consumers-
youngerwomen & makeup junkies
Positioning Focusing on developing International standard quality products
SWOT
Strengths
 Available over 400 locations in Pakistan and 17 countries
 Luscious cosmetics is first Pakistani brand that is also available in Sephora
with international Brands
 High quality of products in less price
 Cruelty-Free makeup products for Asian tone women
 Word of mouth endorsements by Makeup Artists
Weaknesses
 Limited brand awareness as compared to other Local brand
 Less Marketing campaign
 Less awareness about Cruelty free and vegan makeup products
Opportunities
 Increase brand reach and presence globally
 Informative website
 Introduce highlighter
 Ask Beauty Bloggers to write feedback about their products
 Create awareness about Cruelty free and vegan makeup products
Threats
 Competition already online
 New Local brand entry
 Odho Cosmetics has already made huge market in Pakistan Cosmetics
Market.
Competitors
Competitors
 Odho Cosmetics
 Masarrat Misbah Makeup

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ENVIRONMENTALANALYSIS
Environmental Analysisof LusciousCosmeticsshowsthe importantforcesthatdeterminecompetitive
powerina businesssituation.These are:
Threatof NewEntry
 PakistanCosmetics Markethasimmense potentialfornew brands.
 Low barriersforentry
 Newentryisquite easyinPakistanmarketaspeople needgoodqualitywithrighteousprice.
BuyerPower
 Due to loweramountof competitorsinvegancosmeticscategoryLusciousenjoybuyerpower
more than itscompetitors.
 Beinga qualityproductprovidercustomer’sbuyingpowerdoesn’taffectourprice ranges.
Threatof Substitution
 There isno substitute forLusciousCosmeticsastheyproduce trulyveganandcrueltyfree
makeupproducts.
CompetitiveRivalry
 Fewcompetitorswhoproduce veganandcruelty-free makeupproductsinPakistan.
 Highswitchingcost
 Specialtygoods
Competitve
Rivarly
Threat of
New Entry
Buyer Power
Threat of
Substitution
Supplier
Power

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COMPETITION ANALYSIS
LusciousCosmeticshave 2major competitorsinPakistancosmeticsindustryandfollowingare the
analysisafterwhichwe have putlusciouscosmeticsbetterthanitscompetitors.
 LusciousCosmetics
 OdhoCosmetics
 Masarrat MisbahCosmetics
Luscious Cosmetics
 LusciousCosmetics(launchedin2007) insteadof acquiringthe halal claim, chose tobecome
vegan-certifiedbyPeopleforthe Ethical Treatmentof Animals(PETA),auniversallyrecognized
group.
 LusciousCosmeticswith20 categoriesisthe biggestof the lotinbothproductionvolume and
size of in-store displays,andthusperhapsthe onlyone thatcan attemptsome competitionwith
international brands.ItalsohelpsthatLuscioussellsoncosmeticschainSephora’swebsite,and
furthermore distributesofficiallyinatleast17 countries.
Odho Cosmetics
 AtiqaOdho,CEO,Odho Cosmetics(launchedin2004), statesthatshe followsFDA guidelinesfor
herproducts,but because she usesbeeswaxinsteadof animal fatsandno alcohol,herbrandis
halal bydefault.
 OdhoCosmeticshassevencategoriesinitsproductline-up
Masarrat Misbah Cosmetics
 Halal-by-certificationisthe dictumof MM Makeup(launchedin2015).
 MM Makeup with12 categorieshasa largerdistributionnetwork.The brandismarketedin
stores,throughDepilexsalons(alsoownedbyMisbah),makeovershowsontelevision,public
eventsandprivate social gatherings.
Conclusion
 Luscious cosmetic is among the top of the list in its competitors list because it is the only
Pakistani brandthatis available inforeignmakeupstore thatmakesluscious to take first mover
advantage. Luscious cosmetics chose to become vegan-certified by People for the Ethical
Treatment of Animals (PETA), a universally recognized group.
 MM cosmeticshave greatmarketingstrategiesandbudgetwhichmake thembigcompetitor for
L.C and because they are the only whole hold Halal certificate in makeup brands
 Odho cosmetics are the first cosmetics brands that introduce halal products
Throughabove all pointitsshowsthat lusciouscosmeticscreate perfectcompetitionfor its competitors
and is known changing its weakness in to strengths.

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We created a pie chart on the basis of product line of Luscious Cosmetics; Masarrat
Misbah Cosmetics & Odho Cosmetics that shows luscious have the most product line.
MARKETINGSTRATEGY
Lusciousshouldfollowfollowingstrategiestoattract theircustomersinPakistan.
 Product Trial or Sampling
LusciousCosmeticsshouldshowtheirproduct trial toattract theircustomerbymakingYouTube
channel andcollaboratingwithsome BeautyBloggers.
 Celebrity Endorsement
LusciousCosmeticsshouldEndorse anycelebritytogainmore customerasPakistani peoplesare
great followerssobyendorsingcelebritytheycangainhuge marketshare.
 Get SEO (search engine optimization)
Theyshoulduse SEOto get more customerfrominternetbyusingsimilarwordsintheirblogs
postor contentsitswill be easyforcustomertosearch aboutLusciousCosmetics.
ProductLine
Masarrat Misbah Cosmetics
Odho Cosmetics
Luscious Cosmetics

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 Bloggers Posts
As an emergingMakeupbrandandhavinglow budgetforMarketingtheyshouldaskbloggersto
postfeedbackabouttheirproductqualityandcreate awarenessaboutwhatisvegancosmetics
and crueltyfree makeup.
 Make competitions for your customers
Create poolsandcompletiononsocial website andengage yourcustomers.
 Send Emails to your customer
These isveryeasyand have lowproductive butstill one of bestwaytogaincustomersby
sendingthememailsaboutlimitededitions,new Productsanddiscountcoupons.
 Launch Loyalty card
LusciousCosmeticsshouldintroduce theirloyaltycardtotheircustomerafterspendingsome
amountlike Rs3000 or whateverlusciousthinkisaverage rate of buyingbehaviorof their
customers.Itwill create trustand sticktheircustomerstothembecause mainlyinPakistannot
manyCosmeticsbrandsgive loyaltycardstotheircustomers.
 Events
LusciousCosmeticsshouldcreate eventsonsocial sitesonwhethertheyattendingorthey
hostinganyEvents.Raise theirprofilebyattendingEvents.
MARKETINGCAMPAIGN
Theme
“Celebrate yourbeautywith luscious!”
Action Plan
LusciousCosmeticshave Completed10 yearsof Excellencyandnow theyshouldorganize aneventin
whichtheycan call celebrities,beautybloggersandpublic.ThisEventtheme will be onwomen
empowermentaswomenof Pakistanare now enhancingtheirlifestyle andgettingawarenessabout
whatis goodfor theirhealthplustheirskin.Womenof worldnow mainlyfocusonVeganandcruelty
free Cosmeticssolusciousshouldgive awarenessabouttheirmainstrengthof beingveganandcruelty
free cosmeticsproducerinPakistan.
DescriptionaboutEvent
 Theyshouldgive some discountscouponstotheircustomers (online &takeaway) ascompleting
10 yearsof Excellency.
 Give goodie bagto attendee.
 Create luckydrawpool in social sitesandgive free entryto1 winner.
 Give demoaboutyour mostfavorite productamongcustomer.

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 Thiswill be greatopportunitytolaunchlimitededition(forcompleting10
years) or newproductinthissame event.

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RECOMMENDATIONS
 LusciousCosmeticsshouldcreate brandawarenessandtell benefitstotheircustomers.
 Enhance marketingstrategies&shouldfocusonsome pointsthatwe highlightedinthisreports.
 LusciousCosmeticscangetfirstmoveradvantage if theymarkettheirproductsas theyproduce
crueltyfree andveganCosmeticsandgetcertifiedthroughPETA.

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CONCLUSION
We have discussinthisreportaboutLusciousCosmeticsProductline,price andwhatare theybestway
to attract customersthroughonline anditsavailable about400 storesinPakistanand17 more
countries.LusciousCosmeticsisPakistanfirstbrandthat gettheirproductto be sell inSephorawith
otherinternational Brandsasides.The mainpurpose of LusciousCosmeticistoprovide qualityproduct
inlowprice for Asiantone womenasit’stoo hard to find desiredcolorforAsiantone women.Luscious
Cosmeticshave Opportunitytointroduce theirHighlightersrange forcustomers.LusciousCosmetics
have more Productline thanits competitorswhichgive pluspointtoLusciousCosmeticstocapture
marketshare but Lusciouscan’ttake itscompetitorsaseasybecause if theylackinproduct line sothey
have goodmarketstrategyand so LusciousCosmeticshave tolearnfromtheircompetitorsandmake
strongmarketingstrategy.Lastbut not leasttheyhave completedtheir10year of Excellencyinvegan
and crueltyfree cosmeticssotheyshouldfocusonwhatwe suggestthemaboutorganizinganeventto
celebrate theirspecialdaywiththeirfollowers.