Sea Buckthorn Strategy
Range of skin care products containing Sea Buckthorn extracts. 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.
The Brand & Product
An organic range of age-defying skincare products
What’s Being Sold
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
Target Audience Analysis (Age group)
25-35 year old women is the appropriate target age
To Conclude
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
Target Audience Analysis (Economic)
25-35 year old women from the upper middle and affluent economic classes who are in denial about the need for age defying solutions.
To Conclude Again
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.
Target Audience Persona
Strengths - Organic
Weaknesses - 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 / Product Analysis
This brand promises to be truly organic.
Brand Promise
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.
Brand Values
Women in the target group are reluctant to admit that they are old enough to begin age-defying skin regimes.
Insight into the Target Audience
Start young to stay young
Single Minded Proposition
Age-defying formula Sea Buckthorn Organic Aging starts earlier than you think
Support for the SMP
Playful
Natural, Earthy
Tone of Voice
“Finally, age is just a number for me!�
Desired Consumer Response