PROBLEM• Dangerous levels of lead, mercury and cyanide found in the beauty

products.• Severe allergic reactions as well as long-term health problems due

to dangerous chemicals present in cosmetics.• Bogus MAC, Benefit and Urban Decay products sold via eBay and

Amazon• the cosmetics industry uses thousands of synthetic chemicals as

ingredients, even those linked to cancer, infertility and birth defects.

SITUATION

• Women and beauty products are inseparable.• Growing awareness towards dangerous chemicals

present in beauty products.• Today people are more conscious towards health.

CONCERN• The Breast Cancer Fund is committed to

eliminating toxic chemicals from personal care products including soaps, lotions, lipsticks, mascara, and even some baby shampoos.

• It has started a campaign: “The Campaign for safe cosmetics”

ONLY ONE SOLUTION

Shayna – Beautiful being yourself

INTRODUCTION TO SHAYNA• Premium quality of herbs are being used.• 100% vegan in its formulation.• Paraben free.• No PEG compounds.• Silicon free.

CONSUMER ANALYSIS• The average woman applies 12 beauty products to her

body daily.• Use beauty creams to look good, feel good, societal

acceptance, fairness, skin protection, confidence.• Confusion in choosing between organic or chemical

extract preparations.• Unsure about the results.• Ready to experiment with new beauty creams.

MARKET SIZE

Organic 30%

Chemical extracted

70%

Total $6.5

billion

TARGET GROUPCore Group• College Girls• Working Women• Health conscious

Non Core Group• Others

PRICING & PACKAGING STRATEGY• Shayna is an exclusive product.• Thus, Kept in premium pricing.• The price ranges are : Rs. 450 - 100g Rs. 300 – 50g

• PACKAGING our product carries a tube made up of PVC I . e. ecofriendly

PHYSIQUE PERSONALITYNatural ingredients Active all day and nightGood quality Heritage Beautiful

REFLECTION •Reliable•Sustainability•Cosmopolitan

RELATIONSHIP• Credible• Mild & Caring • Classic but

satisfy modish needs

SELF IMAGE•Decent shoper•Independent•Confident•Luxurious but not excessive

CULTURE• Urban• Dedicated to

customer• Efficacious

STRATEGY ADOPTED

ADVERTISING.TV Commercials

.Radio Promotions.News Papers.Magazines

.Internet.Endorsement:

(Parineeti chopra)

SEGMENTATIONAge group: (18-30)

Income : High & middle

Gender: women

STRENGTH WEAKNESS

Skin friendly A lot of substitute products

Available for all the skin types Resistance by those who fear using organic product.

No age restrictionAbsence of harmful chemical

OPPORTUNITIES THREATS

Growing consumer market for improved and alluring beauty creams.

Local competition

Can tie up with parlours New entrants

Competition from already existing medication

BRAND ASSOCIATION

Women who is mature

&independent

Decent Shopper

Health concisious'women

Indianbeauty

BRAND POSITIONING• Brand domain-The target market is beauty and health conscious women

of higher income group, cosmopolitan customers.• Brand heritage-Natural ingredients and products with environmental

concern.• Brand values- 1. Defend human rights 2. Support community fair trade 3. Protect the planet• Brand image is used to identify the organization Shayna, a subject of

public interest.• Natural ingredients in all products

THANKYOU Have a nice day

By: Divya Aggarwal