9. Understand the Consumer
BURT’S ?? Low Value
BEES Segments
Segment Name Committed Health & Beauty Beauty Demanding Value Pragmatists
Naturalists Sleuths Enthusiasts Conventionalists
% of Females 1% 7% 12% 27% 39%
% of NPC of total PC 71% 27% 16% 10% 3%
% of NPC Sales 9% 26% 25% 29% 11%
NPC Purchase Drivers Committed to Heavy researchers Follower of beauty Responsive to Driven by brand to
environment learning more and green trends environmental determine quality
and health about living driven by concerns and and loyal to those
healthier lifestyle ingredients, driven by that work at the
fragrances and ingredients, right price
promotions fragrances and
promotions
Importance of Natural High More pronounced Embedded with Dabbles but needs Little engagement
other needs convincing with Natural
Approach to Beauty Inward Inward Outward Outward Outward
Approach to Health Educated and Proactive Concerned but More mainstream Less involved than
committed laissez-faire in approach and average
action average
involvement
10. Understand the Consumer
Product Mindset:
• Follows beauty trends & is a heavy purchaser of products
• Open to NPC but more concerned with efficacy than natural
• Seeks products with high sensory elements (fragrance)
Personality:
• Optimistic & spontaneous. Lives in the moment
• Knows how to have a good time & make things fun for
others
• Heightened appreciation for outward beauty & beautiful things
Lifestyle:
• Highly engaged with technology (her 7th sense)
• Extraverted. Stimulated by new experiences and interaction
with people
• Brand relationships can be a form of self-expression
11. Look For White Space
Brand Image Strength & Weaknesses
Consider the environmental impact
when making business decisions
1 15 8 8 -4 -12 0
Natural
Do not include any man made chemicals 3 12 11 13 -4 -9 -4
Have products that are all at least 95%
Natural
6 18 14 17 -5 -14 -8
Are healthy for me and my family 1 5 6 4 2 -12 -7
Have products with a pleasant -4 -11 -8 -2 10 33 13
Sensorial
scent
Have products that make me feel -3 NA -4 -4 4 16 5
beautiful
Have products that are enjoyable to use
0 -11 -8 -5 6 20 5
12. Look For White Space
THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE
OVER THE YEARS HAS DRAMATICALLY CHANGED.
1990’s 2010’s
13. Look For White Space
THE WAY BEAUTY HAS BEEN EXPRESSED IN CULTURE
OVER THE YEARS HAS DRAMATICALLY CHANGED.
1990’s 2010’s
FROM THIS TO THIS
Rigid Playful
Muted Vibrant
Stoic Flexible
Aloof Approachable
14. Look For White Space
FUN BREAKS AWAY FROM THE TWO DOMINANT
CONVENTIONS IN THE CATEGORY.
earthy clinical
15. Look For White Space
While other brands are
content at being eco-friendly,
güd™ can be the advocate for
something else…
eco-friendly eco-fun
18. Our Product Portfolio
32 new SKU’s across 8 body, hair, & hand care categories
3 national scents and one Target® exclusive fragrance
No parabens, petrochemicals, or phthalates
Not tested on animals
25. Our Project Timeline
• January 18: Team Kick-off
• February 10: Finalized product mix and pricing
• February 11: Selected brand agency
• February 16: Selected 3PM and base formulations
• March 7: Selected brand name
• March 11: Selected packaging forms
• March 31: Key Account Meeting with Sales Team
• April 11: Finalized Top 4 fragrance lines
• August 1: Shipped Sales Samples to all accounts
• Nov 18: Ship to Trade
• December 6: e-Commerce site goes “live”
• December 27: Target endcap launch