Branvironment Amara
The Brand Tree
The cheaper brands – Lakme, Himalaya, Pond’s, Fabindia, Neutrogena, Garnier More expensive brands – Olay, Forest Essentials, Body Shop, Kiehl’s India has a large population of young people and so there is constant pressure on older women to stay and look young. However women in India don’t know the right age to start anti-aging treatments, nor do they recognise signs of aging. There has been a recent steep increase in the number of organic brands, and people choose to use organic over chemical products. Also, there are not many other organic anti-aging products.
Amara
Environment
Shruthi is a 30 year old woman working as an architect. She has been married for four years and lives with her husband in a 3BHK apartment in Bangalore. She works long hours five days a week. She is concerned about her skin because she feels that people who don’t look after their skin begin to age faster and this worries her because she has stressful work life. She doesn’t use any anti-ageing treatments yet because it makes her feel as old as her mother, but she is looking to start soon. She currently uses natural skincare products from Bath and Body Works and is very particular about the ingredients in them. She is willing to try new products and ingredients that sound exotic but not without proof of effectiveness.
Amara’s Core Customer
Priyanka is a 32 year old dentist. She lives in Mumbai with her husband and two year old son in a two bedroom apartment. She works six days a week from 9 to 5, after which she picks up her son from her parents’ house and goes home. Because of her hectic schedule, shopping, even for personal items, has become a rushed job. She usually goes to a big department store where she can get everything in one place. Priyanka has recently begun buying and using anti-aging products. She usually buys the first skin care products she sees on the shelf. She likes skin care products that are easy to use and have more than one benefit, so that her skin care regime takes as little time as possible. Her primary concern is that she has a lot of stress in her life that reflects on her skin, and she worries that she has begun her age defying treatment too late for it to work.
Amara’s Occasional Buyers
Nivedita is a 28 year old woman working in branding and marketing. She lives on her own in Delhi, in a one bedroom apartment in a prime location. Her job demands that she look well-presented at all times for client meetings and presentations. She prides her hair and skin above all else and does her best to maintain the same. She prefers organic products for her skin, but to her, organic means home remedies made from fruit/vegetable extracts, which she doesn’t have time for. She has very serious suspicions about product claims due to her experience in the industry and so, she knows that when a brand claims to be fully organic they are usually not, and that anti-aging creams hardly ever live up to their promises. She believes in natural beauty, and hardly ever uses store-bought products, and would only consider doing so once she has read the literature, done her research and tested the products for any adverse effects on her skin.
Amara’s Critics
International standards of beauty and their emphasis on youth. Importance of fitness and health in all aspects of the body Societal pressures on women to look attractive Self esteem issues and insecurities that make women want to look younger Pressures from their significant others Competition with women of similar age, or younger The organic movement Wave of new anti-aging products, as well as BB, CC and DD products Media – sitcoms, films, advertising, and the recent wave of young actresses Magazines, newspapers - product reviews and bestsellers, PR
Amara’s Influencers
Women in the target group are reluctant to admit that they are old enough to begin age-defying skin regimes.
Unique Insight into Amara’s Customers
Tara is a 34 year old woman, who lives with her husband and their three year old daughter. She has recently quit her job to pursue her personal dream of opening a playschool. She feels that her pregnancy has affected her skin and it has never really recovered even three years after. Tara believes that herbal and organic products are too mild for her and wont improve her skin or prevent further damage and hence only uses chemical products. She first tried Olay anti-aging products three months ago and is now a very happy, satisfied and loyal customer. She swears by the brand and will never switch because of the effects it has had already in such a short time.
Amara’s Non-users
Anya is a 29 year old woman, is a software engineer living in Chennai alone in her studio apartment. Since her college days, she has been an activist in the area of women empowerment. She has participated in many debates and rallies for various causes, and she stands by her values. Although her job doesn’t call for it, she spends time outdoors, and worries about pollution affecting her skin. She believes that women should age gracefully, and that aging is a natural process that shouldn’t be hindered. She isn’t concerned about herself aging, but follows a quick daily regime for her skin. Anya uses basic skin care products like moisturisers and face wash. She buys brands like Himalaya and Nivea.
Amara’s Non-users
Forest Essentials, an Indian organic brand, has recently launched in a big way and quickly gained a good market share and customer base even among the middle class. They are a potential competitor, because they also have an organic anti-aging range of products, even though they aren’t well known for it. Recent news claiming that 100% organic products are a myth and actually contain a number of preservatives (some potentially carcinogenic) and other chemicals like talc, parabens, mineral oil, and bismuth oxychloride. Products need only be 70% organic in order to make the claim, leaving the other 30% to manmade compounds. A number of specialised skin clinics have become popular among higher economic classes, because they provide expert one-on-one
Points of Inflection
Founder Space
To be truly organic. To promote health over age. To support and promote the organic movement.
Amara’s Core Ideas
Although Sea Buckthorn grows in the northern parts of India (Leh, Ladakh, Lahaul, etc) not even locals were aware of its therapeutic properties and numerous benefits. Tangerine Cosmetics identified the potential of Sea Buckthorn extracts in the skin care industry, in India and internationally, and approached us with the idea of starting a whole new range of Sea Buckthorn centered products. We noticed that the anti-aging properties of the extract were underrated and had the potential to create a new niche in the market as one of the first organic anti-aging product lines. We felt that the Indian woman deserved a product that is truly organic, indigenous and promises timeless beauty.
Amara’s Genesis
We strive to maintain consistency in our ingredient quality, and are fully committed to the organic movement. We aim to protect the environment through our distinct sustainable methods of ingredient sourcing, extraction and packaging. We have located some Sea Buckthorn orchards in the country and are striving to support and expand them. We are helping them improve their produce quality by providing equipment, funding and maintenance. We are not taking away their farms or their livelihood, but including them in our brand so that they may also reap the rewards of our profits.
Amara
Implementation
Product Space
Our product uses pure Sea Buckthorn extracts that promises younger looking skin
Amara’s Product Proposition
Ours is an independent product Non-greasy, no residue Fruity frangrance Soft smooth texture, not grainy Products range from pale yellow to deep orange. 89% organic ingredients
Amara’s Physical Space
Age defying Spot reduction, pore minimising, fine lines and wrinkle smoothening Makes skin radiant Fast acting, noticeable changes within three weeks of usage Hydration
Amara’s Functional Space
Confidence and self esteem Not just look younger, but feel younger too Feel beautiful
Amara’s Emotional Space
Amara means eternal beauty that is unfading and timeless. This meaning is consistent across many languages like Latin, Greek and German. It is the root word of the English word amaranthine, meaning the same. The word has an inherent femininity. It is short and therefore has good recall value. It even has a touch of Indian-ness to it, making it relatable to an Indian consumer, and exotic to an international one.
Amara’s Name
The logo uses the infinity symbol, with an natural twist to imply the meaning of the name, and create an identity based on the two main tenets of the product - organic and age defying.
Amara’s Logo
Business Space
Four Sea Buckthorn orchards located in Ladakh, Lahaul-Spiti and Kinnaur and Gangtok. Research and Development laboratories in Gurgaon. Factories in all metro cities that are energy and environment conscious. These will handle extraction, production, quality assurance, packaging and distribution.
Amara’s Resources
Tangerine Cosmetics Material sourcing for packaging Transport company Tie-up with multi-brand outlets
Amara’s Partners
Brand Values
Quality Results Anti-allergenic Chemical free Convenience of usage Value for money
Externally Demanded Values
To be truly organic. To promote health over age. To support and promote the organic movement. To protect the environment through our distinct sustainable methods of ingredient sourcing, extraction and packaging. To use the purest form of Sea Buckthorn for maximum benefits. To be the best organic anti-aging brands that upholds its values
Internally Generated Values
We are primarily an Indian brand, with a five year plan to reach out to international audiences To promote the benefits of this underutilized berry to a wider target audience Promote local farms and farmer communities and involve them in our brand.
Traditional Values
Sharing indigenous beauty secrets
Brand Essence
Brand Avatars
We handpick the best and freshest ingredients, that are grown in our own fields in the beautiful hills of North India. We will not manipulate natural beauty by using editing software for any of our campaigns.
Amara as a Company
We are a small scale brand that will ease its way into the market, not tackling the big brands in the industry but promoting our own unique approach to anti-aging products
Amara as a Competitor
Infinity
Amara as a Symbol
Kalki Koechlin
Amara as a Person
Organic age defying Removes and prevents signs of aging
Functional Proposition
Amara makes me feel naturally youthful
Emotional Benefit
Only Amara has a rare organic ingredient with therapeutic properties
Competitive Proposition
Natural, earthy, sophisticated yet playful
Tone of Voice
The sooner you start, the quicker Amara can keep you looking young, with its unique power of Himalayan Sea Buckthorn.
Brand Positioning Statement
“Finally, age is just a number for me!�
Desired Consumer Reaction