Seminar 1
August 1st, 2014
Aparna Badgandi
Project Proposal
The Design Brief Sea Buckthorn skincare products To conceptualize a brand of skin care products containing Sea Buckthorn extracts, and to then brand, package and advertise the same. Sea Buckthorn is a berry-bearing shrub found in the Himalayas and Arunachal Pradesh. It is rich in vitamins, minerals and antioxidants. Its use in the skin care industry rests on four main benefits it offers – anti-inflammatory, anti-bacterial, anti-aging and moisturizing. This project will concentrate on the age defying effects of Sea Buckthorn, and will position the brand as a pioneer in the organic age defying skin care market. There is a big opportunity in this segment of the market, as the intersection between organic and age defying has not yet been ventured into. Age defying products currently in the market operate on chemical. Competitors like Olay, Ponds and Lakme hold the highest market share in the age defying sector, while The Body Shop, Fabindia, Kiehl’s and Forest Essentials have made a big impact on Indian women and their preference for organic products. The Indian woman wants the best of both worlds, and this project will address this need.
The Design Brief This project has a three-fold challenge to address. Not only has it to compete with the established bigwigs in the skin care industry and revolutionize the scenario by being organic, but it also has to introduce a brand new ingredient to a population wary of experimenting on their skin. Sea Buckthorn also has a name that is easily interpreted to its detriment. This project is primarily of commercial value and locates itself in the wider context of the beauty industry and it’s advertising, aiming to start new trends. Current trends in beauty advertising in India include a fixation on external benefits and validation. Both the media and the message need a makeover in this regard. More recent and more successful efforts have focused on real women and the importance of self-esteem, evident by choice of models in advertisements and the practice of testimonial advertising. In India, the only successful advertising is that which respects the predominant cultural settings and that is the direction this project will take. Studies have shown that beginning an age defying skin regime at the age of 25 for all populaces, delays the ageing process and also lessens its effects when they do set in. From my own research I found that Indian women, however, do not like to admit to being old enough to start age defying treatment. The target audience chosen through some analytical methods is women between 25 and 35 from the upper middle and affluent economic classes. This project will aim to change the tone of voice and message of age defying product advertising, from condescending and accusatory to playful and positive. Women are likely to respond better to persuasion that doesn’t make them feel old, but encourages them to look their best for as long as possible.
My Position
This project is in keeping with my practice and area of interest in design for persuasion, which is audiencecentric and aims to mould public opinion and shape consumer behavior. To enter the cutthroat world of advertising is the intended career path, which has been reinforced over the last three semesters in the advertising lab and two internships in the industry. With the aforementioned experience and a background in psychology and consumer behavior, I believe I have the ability to use persuasion effectively to create impact. On a second level, design for business and identity goes hand in hand with and precedes persuasion and thus interests me also.
Research Questions An inquiry into the competitor brands and the market including Olay, Fabindia, L’Oreal, Forest Essentials, The Body Shop and Kiehl’s was conducted through secondary research techniques to assess their brand values, target audience, strategy, product range, pricing and position. Further, a brief study of the skin care market was conducted to find the market segment with the most promise wherein to locate this brand. With regard to the target audience, three main areas were identified for investigation – the consumers’ current skin care regimes to determine their needs and any competitors that may have been overlooked; their awareness of Sea Buckthorn and their reactions to the name and new ingredients; and their notions about age defying skin treatment. This was achieved through primary research comprising a survey of the target audience in order to gain an insight and strategy useful for branding and advertising. A second set of interviews was conducted to confirm the findings of the survey. Additional questions that are yet to be answered but have been identified as game changers relate more specifically to the psychology of the consumers – how to appeal to them; how to tackle their denial of the problem; how to contradict first impressions of the name Sea Buckthorn; how to introduce them to age defying treatments without making them feel old; and how to introduce organic age defying skin care products into a market that has almost no precedence of the same, and also prove more effective than the rest. Matrices, problem restatement, factor-issue and SWOT analyses of the research findings were some other techniques used to develop the brand, brand values, position and strategy.
Hypotheses
The first hypothesis, confirmed through research, is that people haven’t heard of Sea Buckthorn and its benefits and some report that it sounds harsh/abrasive. This will be tackled through branding and packaging.
The second hypothesis, confirmed through research, now serves as the unique insight into the target audience Women in the target group are reluctant to admit that they are old enough to begin age-defying skin treatments. This will form the basis of the branding and advertising campaign.
Approach / Process Research – Stage I : Secondary (Competitor analysis) Stage II : Primary (Survey of target audience) Strategy – Analytical methods to arrive at a brand and creative strategy and to gain a unique insight and single-minded proposition. Brand name, position, values – Mind-mapping and word association techniques to arrive at a brand name; and secondary research to arrive at brand values and position (involving a focus group of users to verify effectiveness of name and position). Branding manual (logo, collaterals) and packaging – Ideation and conceptualization, initial iterations, experimentation, material research, fabrication for testing, execution. Advertising campaign (creative units – print ads, social media, collaterals, PR) – Deciding on a tone of voice, ideation, initial iterations, exploration of styles (photography vs. illustrations, illustration styles, treatment of images, models vs. product shots, etc.), fixing on a style, execution across all media, focus groups and final execution based on results. Final branding, packaging & campaign – The final products tweaked and edited as per feedback from focus groups, reviews, peers, etc.
Timeline
Materials & Resources
Resources in terms of people have been used during the research process and will be used again for focus groups to verify findings and get feedback on creative work. This constitutes women between 25 and 35 from upper middle and affluent economic classes. As reference material, branding and advertising campaigns of existing brands; skin care market segmentation studies; and packaging materials case studies. Other resources for this project are primarily required during the packaging ideation and fabrication phase. This will involve buying and studying packaging of existing products and sourcing materials like plastic, foam and paper to experiment with. Test prints will be taken during various stages of the creative work, and eventually the final prints. Some costs may be incurred if a photo shoot is required – cost of photographer, sets and props and production costs; and similarly if a TV commercial is required.
Learning Outcomes
• • • • • • • • •
To understand market dynamics and industry economics and politics To learn how to position a brand To understand market and material economics and the logic behind pricing of products To understand competitor strategies and learn from their successes and failures To understand the target audience, their needs and how to appeal to them To master the branding process To be able to set a budget for advertising campaigns, or work within one To conceptualize ideas that can effectively be executed across multiple media To conceptualize a brand and advertising campaign to break the monotony of the current scenario
Sea Buckthorn To create branding, packaging, marketing strategy and an advertising campaign for a range of skin care products containing Sea Buckthorn extract. Sea Buckthorn is a berry-bearing shrub found in the Himalayas and Arunachal Pradesh. It is rich in vitamins, minerals and antioxidants. Its use in the skin care industry rests on four main benefits it offers – anti-inflammatory, anti-bacterial, anti-aging and moisturizing. For the purpose of this project, I will focus on the age defying effects of Sea Buckthorn extracts.
Secondary Research Competitor Analysis
Fabindia case study
About the brand Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes. Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the process. Fabindia's products are natural, craft based, contemporary, and affordable. The Vision At Fabindia we celebrate India, and endeavour to bring all that we love about India to customers around the world. The Mission - Strengthen and support local communities of artisans and enterpreneurs. - Interpreting our rich heritage and traditional knowledge to delight customers. - Natural products that protect the natural environment. - Value for money - Alternative to mass-produced goods Target audience Fabindia initially aimed at selling Indian products to foreign buyers, but has now shifted to a predominantly Indian market, targeting young professionals from the upper middle class Tier 2 and 3 cities.
Sea Buckthorn range Ingredients Fabindia skin products contain only natural ingredients, particularly those obtained from India including herbal, fruit and other natural extracts. This range contains Sea Buckthorn oil. Position Fabindia Sea Buckthorn products like all their others are positioned as herbal/natural with no side effects. This range in particular is meant for normal to dry skin, promising no skin reactions.
Product promise Fabindia promises a skin solution with the added benefit of natural ingredients.
Product attributes These products range from a pale yellow (lotion) to a saffron colour (oil). They have a characteristic smell that is fruity and sweet. Some users have reported the smell as unpleasant after repeated use.
Sea Buckthorn range Outlets Fabindia products are available only in their exclusive Fabindia outlets and on their website. Range of products The Sea Buckthorn range of products includes body lotion, moisturizer, after bath oil, face wash, soap, shampoo and conditioner.
Price The Sea Buckthorn range is priced between 250 - 800 rupees across the various products, with the bath oil being the most expensive.
Packaging Fabindia packaging uses motifs and symbols of the key ingredients to create patterns (see left).
Anti-aging range Ingredients Fabindia skin products contain only natural ingredients, particularly those obtained from India including herbal, fruit and other natural extracts. This range contains organic shea butter, coconut oil and pro vitamin B5. Position Fabindia Anti-aging products like all their others are positioned as herbal/natural with no side effects. This range in particular is meant for dry skin, promising no skin reactions. Product promise Fabindia promises an anti-aging and moisturising solution with the added benefits of natural ingredients. Product attributes These products all have a mild coconut fragrance and are clear opaque white.
Anti-aging range Outlets Fabindia products are available only in their exclusive Fabindia outlets and on their website. Range of products The Anti-aging range includes day cream, night cream and anti-wrinkle serum. Price The anti-aging products range from 450 - 750 rupees, with the night cream being the most expensive.
Packaging Fabindia packaging uses motifs and symbols of the key ingredients to create patterns (see left).
Olay case study
About the brand Olay is a product truly born from love, as it was created by a man as a gift for his wife. In the 1950s, chemist Graham Wulff saw his wife Dinah’s frustration with the thick, waxy beauty creams that came in shoe-polish tins. In 2000, Procter & Gamble decided to shorten the brand name to Olay. The formula had evolved over the years, and the original name no longer fit with what women have come to expect from Olay—a light, greaseless formula that absorbs quickly into the skin. Today, Olay is one of the most recognizable brands in the world. Yet through all the changes and innovations, the philosophy upheld by Graham Wulff remains just as relevant as ever: Help women look and feel beautiful. That’s a potent formula for success. Olay is committed to providing safe products to our consumers. Ensuring the safety of our products is a responsibility that Olay takes very seriously. Olay conducts over 400,000 safety and quality tests to ensure an excellent experience for women around the world.
ProX range Ingredients The Olay ProX range of anti-aging products contain a specially formulated Age Repair Lotion SPF 30. Position Olay products are positioned as safe, light, greaseless skin care solutions that help women look and feel beautiful. This range combines the best in anti-aging technology targeted at older women. Olay even offers money-back guarantees for their products. Product promise Olay’s ProX range promises an anti-aging solution with UV protection that is good for dry skin, with an added hydrating effect. Product attributes As with all Olay products, this range is clear white in colour with no fragrance except a mild original Olay scent.
ProX range Outlets Olay products are available in all multi-brand cosmetics/medical stores, and large chain stores as well as on a number of online shopping portals. Range of products The ProX range of products includes an age repair lotion, wrinkle smoothening cream, eye restoration complex, deep wrinkle treatment and lightening concentrate. Price The ProX products range from 3000 - 4000 rupees and are targeted at upper middle class and higher economic strata women.
Packaging Olay ProX products are heavily branded in red and white. The bottles and tubs are usually glass and all packaging is very modern and edgy.
Total Effects range Ingredients The Olay Total Effects range of anti-aging products contain a specially formulated combination of vitamins and antioxidants. Position Olay products are positioned as safe, light, greaseless skin care solutions that help women look and feel beautiful. This range combines the best in anti-aging technology targeted at older women. Olay even offers money-back guarantees for their products. Product promise Olay’s ProX range promises an anti-aging solution to fight the seven signs of aging - dullness, age spots, wrinkles, fine lines, pores, uneven skin tone and dryness. Product attributes As with all Olay products, this range is clear white in colour with no fragrance except a mild original Olay scent. They are also fast absorbing and oil free.
Total Effects range Outlets Olay products are available in all multi-brand cosmetics/medical stores, and large chain stores as well as on a number of online shopping portals. Range of products The Total Effects range consists of a foaming cleanser, daily moisturiser and a total effects serum. Price The Total Effects products are ranged between 1000 - 1300 rupees and are targeted at younger women from the upper middle class and higher economic strata. Packaging Olay Total Effects products are heavily branded in gold and white. The bottles and tubs are usually high quality plastic and all packaging is very modern and edgy.
Primary Research Survey Findings
Which of the following products do you use?
31%
Facewash
20%
Scrubs
7%
Toner
28%
Moisturiser
14%
Face masks/packs 0
6
12
18
24
30
How often do you buy/replace your face cream?
56%
Once in 3 months
1%
Weekly
43%
Monthly
Which of the following do you prefer?
52%
Organic/Natural
16%
Herbal
9%
Medicinal
7%
Synthetic/Chemical
16%
Home Remedies 0
11
22
33
44
55
Have you heard of Sea buckthorn and Sea Buckthorn extracts?
78% No
22% Yes
Which of the following do you associate with the name Sea Buckthorn? Harsh
5%
Soft
5% 8%
Clean
27%
Exotic
22%
Organic
1%
Harmful
5% 5%
Abrasive Mild
15%
Healing
8%
Cooling 0
5
10
15
20
25
What do you do when you encounter skin care products with exotic ingredients?
61% Try
39% Avoid
What do you think is the ideal age to begin age defying skin care products?
16%
35-40 yrs
18%
40 yrs onwards
45%
30-35 yrs
21%
25-30 yrs
How much would you be willing to pay for a 100% organic age defying product?
29%
Rs.1000-1500
4%
Rs.1500-2000
67%
Rs.500-1000
Primary Research Mall Crawl
Sea Buckthorn Strategy
The Brand & Product Range of skin care products containing Sea Buckthorn extracts (oil). Sea Buckthorn has many benefits for skin, the primary being anti-ageing and moisturising. Sea Buckthorn oil is extracted from the berries and seeds, and has not yet made its way into the skincare industry in India. This is one of the few indigenous organic age-defying range of products.
What’s Being Sold A completely organic range of age-defying skincare products.
Target Audience Analysis (Age group) Anti-inflammatory
Anti-bacterial
Anti-ageing
Moisturizing
15-25 yrs
YES
YES
NO
YES
25-35 yrs
YES
YES
YES
YES
35-45 yrs
NO
NO
YES
YES
45-55 yrs
NO
NO
YES
YES
55-65 yrs
NO
NO
YES
YES
To Conclude 25-35 year old women is the appropriate target age
Target Audience Analysis (Economic) FACTORS
ISSUES
Organic
People rely on home remedies because they don’t trust brands that claim to be organic. People relate organic products to be less harmful to their skin.
Cost
People don’t want to spend too much on products with new/unknown ingredients
Age defying
Denial about when to start Failure to recognise signs of ageing The term makes women feel old
To Conclude Again 25-35 year old women from the upper middle and affluent economic classes who are in denial about the need for age defying solutions.
Target Audience Persona Shruthi Khanna 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.
Brand / Product Analysis Strengths
Weaknesses
- Organic
- Lack of awareness
- Exotic ingredient
- Name of the ingredient
- Exclusivity
- Completely new brand
- Benefits of the ingredient Opportunities
Threats
- Very few organic agedefying products
- Could be viewed as medicinal
- Selling a new ingredient
- Target audience might be in denial about age
Brand Promise This brand promises to be truly organic.
Brand Values We protect our environment through our distinct methods of ingredient sourcing, extraction and packaging. We promote health over age. We support and promote the organic movement.
Insight into the Target Audience Women in the target group are reluctant to admit that they are old enough to begin age-defying skin regimes.
Single Minded Proposition Start young to stay young
Support for the SMP Age-defying formula Sea Buckthorn Organic Aging starts earlier than you think
Tone of Voice Playful
Natural, Earthy
Desired Consumer Response “Finally, age is just a number for me!�
Strategy Sea Buckthorn Product Target Audience
Unique Insight Challenge Advertising Promise Expected Reaction from Target Audience Tone of Voice Creative Units
Sea Buckthorn skincare products 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 posh 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 treatment 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. Women in the target group are reluctant to admit that they are old enough to start age-defying skin treatment. People haven’t heard of Sea Buckthorn and some report that it sounds harsh and abrasive. Our organic range of age-defying products does not make you feel old.
“Finally, age is just a number for me!”
Natural and earthy, yet playful. Branding and packaging. Print ads, posters, hoardings, collaterals, social media, PR.
References http://www.fabindia.com/intl/products/ http://www.scribd.com/doc/11569951/A-Marketing-Project-on-FabIndia http://www.olay.in/Pages/HistoryofOlayOlay.aspx http://www.slideshare.net/bizequation/skin-care-report Indian Personal Care Industry; Gyan Research and Analytics Pvt. Ltd., 2012 A Study on the Purchase Behavior and Cosmetic Consumption Pattern among Young; Females in Delhi and NCR; Journal of Social and Development Sciences Vol. 4, No. 5, pp. 205-211, May 2013 (ISSN 2221-1152)