This presentation is about rebranding the well established cosmetic brands namely - Kama Ayurveda, Forest essentials, Kiehl's. For each of the brand we took a different approach in order to make it stand out in the crowded marketplace.

1. O R G A N I C
C O S M E T I C S
BRANDS
Studying and rebranding three organic cosmetic
brands that serve different markets.
(Classroom group project)

2. Kama Ayurveda’s journey began in 2002 in India
as a promotion of authentic Ayurveda, universally.
Creation of pure Ayurvedic products, as per the au-
thentic prescriptions is a forte of the brand.
They provide ayurvedic beauty and wellness prod -
ucts. It offers skin care products, such as face
cleansers, face toners, face scrubs, face creams, lip
balms, anti-ageing products, anti-acne products,
and skin brightening products; and hair care prod -
ucts, including hair cleansers, hair conditioners, hair
oils, organic hair oils, and organic hair colors. The
company also provides body care products, such
as body cleansers, soaps, body scrubs, body mois -
turizers, body mists, hand care products, foot care
products, bath and body oils, organic oils, massage
oils, ayurvedic oils, and pain balms; and after shave
mists, face cleansers, face creams, face scrubs,
body cleansers, soap.
They are now known for their high quality, beauti -
fully packaged products that are sold globally and
are also being used in some of the world’s leading
hotels and spas. They have received recognition
from esteemed publications such as US Vogue, Vo-
due France, Vogue Japan, Harpers Bazaar among
many.
Their customer base are people looking for safe,
gentle and efficient beauty treatments rooted in
the ancient science of Ayurveda.
PRICE RANGE: Rs. 175- Rs. 2000
DIRECTOR: Vivek Sahni

3. COCOA BEANS BUTTER
PACKAGING
KAMA Ayurveda had started off with making only oils
and powders. That time, they only had plain, square
shaped bottles for their products. What they aimed for
was to create an apothercary feel for
Kama’s products that resulted in plain, golden brown tin
lids, a label with its name on it and prodcut details writ-
ten in minimal classic serif font.
They began with colourful packaging only when they
started to supply shampoos and other wellness products
to five star hotels.
Their soaps and incense sticks started coming out with
attractive sketches of herbs, flowers and plants indica-
tive of the product’s composition. They use pastel col-
ours, which bring a very British feel to the design.

4. BRAND USPAuthentic Ayurvedic products, using origi-
nal, time-tested, balanced prescriptions.
Though many brands draw on
Ayurvedic ingredients, Kama Ayurveda cre-
ates the complete natural remedy.
They are100% natural, vegetarian and use
the highest quality of natural ingredients. No
artificial colours. No artificial fragrance. No
petrochemicals, parabens, urea, propylene
glycol or other harmful
additives. All their organic products are in-
ternationally certified.
Forest Essentials cater to four major categories i.e.
Facial Care, Body Care, Hair Care and Wellness
category. Each handmade product uses traditional
methods in its making and adheres to the highest
standards of purity, authenticity and quality. Forest
Essentials extracts the best from nature’s vast rep -
ertoire and recreates fresh seasonal formulations
using organic cold pressed oils, rare plant extracts,
herb infusions and steam-distilled pure essential oils.
In Ayurveda we believe that everything in this uni -
verse is created from the five basic elements or
Panchamahabhutas. Even man is created from
these five basic elements and they represent the
five senses and their respective organs in a human
being. This can be depicted in the form of the “IN -
DRIYA PANCHA PANCHAKA” OR the “FIVE SENSES”.
At Forest Essentials, our products embody this phi -
losophy of the Panchmabutas and are pleasing to
all 5 senses.
For Forest Essentials, the process began at the very
beginning with the establishment of the first manu -
factory at Lodsi, Uttrakhand. The factory is a social
symbol today for the villages around as it is the only
factory at the locale which provides employment
opportunities.
The factory built amidst pristine surroundings of the
Himalayas produces hand-made soaps, ubtans
and extract cold pressed oils, all which are labour
intensive. Additionally, Forest Essentials assists the vil-
lage with infrastructure to build schools to enhance
education and to aid sourcing clean drinking water
in nearby villages.
PRICE RANGE: Rs. 425- Rs. 4000
DIRECTOR/FOUNDER: Mira Kulkarni

5. Forest Essentials makes premium Ayurvedic beauty
products. The redesign concept was inspired by the
exquisite tradition of miniature art of India that was pa-
tronized by royal Mughal & Rajput families. Ingredients
were illustrated individually by hand and were assigned
specific colors that helped in shelf placement & product
recognition. The direction was a big step away from the
generic and kitschy pattern-based designs to a more
focused and integrated approach. The illustrations were
done by Manav Sachdev.
PACKAGING

6. BRAND USPAt Forest Essentials they source their ingre-
dients with great care. From organically
grown Cold Pressed Oils, to raw and unpro-
cessed Cane Sugar to our steam distilled
pure Essential Oils. Everything is made in
the traditionally old
fashioned way, according to Ayurvedic
tenets, and wherever possible, by hand.
They have the highest quality control
standards in our factories, certified by GMP
standards.
Kiehl’s was founded as an old-world apothecary
in New York’s East Village neighborhood over 150
years ago. Throughout the years, the brand has re -
mained dedicated to providing patrons uniquely
efficacious skin and hair products through atten-
tive, personalized service.
The brand’s products are made utilizing the finest in-
gredients in unique formulations to assure the high-
quality skin, hair and body care that customers have
come to expect. The company’s unique, extensive
background represents a blend of cosmetic, phar -
maceutical, herbal and medicinal knowledge de -
veloped and passed on through the generations.
Kiehl’s is committed to upholding the highest stand-
ards of safety for all the products it makes and sells.
They adhere to the most rigorous standards for prod-
uct safety so that our customers can purchase and
use our products with complete confidence.
Kiehl’s is in full compliance with FDA regulations as
well as the European Union 7th Amendment Cos -
metic Directive and the requirements for safety in
all of the countries in which our products are sold.
Each and every ingredient used in our products has
been thoroughly reviewed and tested by our inter -
nal safety team, made up of toxicologists, clinicians,
pharmacists and physicians.
Every product formulation that Kiehl’s manufac-
tures is screened and tested for safety before it is
marketed to consumers.
PRICE RANGE: Rs. 1500- Rs. 10000
FOUNDER: John Kiehl

7. PACKAGINGThe typography is typical of the 1800s, reinforcing the
heritage of the brand (Since 1861) and evoking a
sense of old-fashioned remedy that stands the test of
time.
Kiehl’s wants to present a brand that appears to focus
more on their product than their marketing/branding.
The design evokes a home remedy vs. laboratory-for-
mulated vibe.
The plain, black and white bottle with black type has
a unisex quality.This separates it from competitors that

8. BRAND USPKiehl’s focus on healthy skin,
creating skincare that is
scientifically formulated to
respect, restore and repair the
skin barrier
for healthier, more radiant,
younger-looking skin.

9. MOOD BOARD

10. PACKAGING

11. THEN NOW

12. BALANCE PHILOSOPHY
Explore our inner selfs
Peace of mind
Slow down
Smooth touch
Quiet, understand colours

14. THEN NOW

15. GRAPHICAL - CLASSICAL
Graphical tones and patterns
Spontaneous energy
Curious attitudes
Renewed balance
Exquisite colour combinations

17. THEN NOW

18. GEO OVERLOAD
Ultra modern, futuristic and ex-
pressive are the buzzwords for this
colourful and rich in pattern topic.
Expressive prints and appliques as
well as shape and colour are im-
portant tools. Graphical seam in-
serts and patterms such as macro
dots, experimental plaids and ab-
stract fantasy motifs set the tone.