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- 9. Bubble Bath • Trends forecast a decline in sales, as consumers are finding liquid body soaps more versa5le and cost effec5ve (“Soap, Bath and Shower Products,” 2008). Source: Mintel/based on Information Resources, Inc. InfoScan ® Reviews Information
- 10. Shampoo & Condi3oner Usage of shampoo and condi3oner by age: • Women are generally more ac5vely involved in hair products than men. • Women perceive themselves as having/experiencing more hair problems than men. • Age 18‐24 generates the highest average use of both shampoo and condi5oner. Types of Shampoo & Condi3oner Used by gender: • Women tend to use more specialized shampoo products at a higher rate than men. • Even though gray hair is rated as the highest concern for hair problems, both men and women claimed an insignificant/lowest percentages in using gray hair specialized shampoo.
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- 12. Strengths & Weaknesses Strengths: • Within thebath products segment, companies with an emphasis on natural and children’s products are in demand. • Since there are multiple niches within the shampoo category, consumers are willing to pay for products that will address their own personal hair needs. Weaknesses: • The health and beauty industry is very cluttered so it makes it challenging for a new brand to stand out. • The bath products segment, in particular, is declining as more consumers switch to liquid body washes.
- 13. Opportuni3es & Threats Opportunities: • Although children’sproducts and natural/organic bath products are currently in demand, there seems to be little to no organic children’s bath products. • Most female consumers in our research findings think smell is the most important factor for them to make the purchasing decision; this will be a good opportunity to go in developing an enduring smell shampoo. Threats: • Big companies have large budgets for advertising spending. • More retailers are trying a variety of approaches to strengthen the mass market specialty category by creating their own product lines, particularly in the bath and skin care categories.
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- 15. Bubble Bath • Women aged25-34, with children between 0-7 years old. - Personal traits: High strung and tense, adventurous, aggressive, average impulse buyers, average brand loyals, early adopters. • Blacks and Asians show a high propensity to use bubble bath. • 59% parents responded that they choose the brand of bubble bath; 39% responded they decide with children. • Are 37% more likely to use bubble bath about 4-5 times in a week. • Bottles that double as toys are considered desirable. • Importance of natural products is stated.
- 16. Shampoo & Condi3oner • Women aged 18-34 - Personal traits: Careless, demanding, egocentric, headstrong, tense and excitable, early adopters, impulse buyers ,not brand loyal. • 33% more likely to use shampoo 8-9 times a week; conditioner 7 or more times a week. • Nearly 80% report using shampoos and conditioners specifically designed for their hair type. • 92% stated that they prefer shampoos that lather up well. • Colors and smell play an important role in purchase decision. • Scents mentioned as being "relaxing": cucumber, coconut, lavender, watermelon, raspberry, rosemary, rose, lily and vanilla; fruity scents. • Natural ingredients like aloe, cocoa butter, special herbs considered important. Also, respondents looked for alcohol-free shampoos. • Emphasis on natural and organic, environmentally friendly products.
- 17. Product & Feature Recommenda3ons Shampoo & Condi(oner • Size: 12.5 oz • Top 3 shampoo types ‐ For color treated/ permed hair 75% ‐ For extra body 75% ‐ For damaged hair 63% • Top 3 condi5oner types ‐ For oily hair 75% ‐ Deep condi5oning 48% ‐ For dry hair 42% Leave‐in hair condi5oners preferred over rinse out
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- 19. Product & Feature Recommenda3ons Bubble Bath • Size: 12.5 oz • Packaging/ Design: Animal shaped bocles. • Color: Package color mimics the featured animal’s color.
- 20. Future Applica3ons • Develop a range of bocle sizes (20oz, 30oz, 50oz). • Different segmenta5ons: age, gender, ethnic. • E‐care can include coupons on the bocle for a discount for future purchases. • Social causes: Team up with a local non‐for‐profit organiza5on where a por5on of the proceeds will be given back to the community or organiza5on. • Line extensions: hair sprays, hair dyes, detanglers, gels, hand soaps, moisturizers, etc.
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- 22. Posi3oning Statement “To health andbeauty-conscious individuals, E-care is the personal care brand that provides natural care to the mind, body and spirit through its dedication to nature and the community.”
- 23. Crea3ve Idea • Tagline: “Nature’sanswer for….” - Examples Nature’s answer for tranquil hair Nature’s answer for restful hair Nature’s answer for a charming skin - To be used at all touchpoints including ads and shampoo bottles. • Logo & Design: - To be used at all touchpoints including ads and shampoo bottles.
- 24. Media Planning In Store: • Using sachets as free samples for the products. • The shelf itself can be made ‘earthy’, by putting plants or ivy leaves, butterflies and other things of nature in and around the shelf. • Pamphlets: In order to inform consumers of E-care’s uniqueness, pamphlets will be available on the shelf through a dispenser. • E-care representative: An E-care shampoo representative will be available on occasion at Wegmans. Time frame: weekdays between 5-7 pm and on weekends. • Product Integration: E-care shampoos should be placed in both the shampoo and the skin care aisles.
- 25. Media Planning Outdoor: • Product demonstrations: In the parking lots of supermarkets and malls, we will set up booths where there will be a product demonstration by an E-care representative. The rep would actually wash consumers’ hair with E- care shampoos. Free samples of the product will also be distributed to consumers who do not wish to have their hair washed.
- 26. Media Planning Internet: • Website: A website will be designed for E‐care’s line of products. • Customized picture: ‐ Consumers could upload their pictures and place them in to the silhouece logo of the E‐care line of products. ‐ Will also have the op5on to play around with the kind of hair they want, send the picture to a friend, or even customize a friend’s picture.
- 27. Media Planning Contest: • Conducted within 1-3 months of the product launch. Consumers would answer a question “If E-care is nature’s answer to a beautiful and healthy you, what is your answer to nature?” • The winner gets to be the spokesperson of the brand for a period of 6 months. The spokesperson can come in TV ads or online video ads. Banner ads: • Banner advertisements would be placed on various relevant sites to attract consumers to the E-care website.
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