Brand strategy

AU NATURAL BEAUTY FM341: Brand Strategy SUMMER 2015

Arisa Nishio

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Brand Plan AU Natural Beauty Industry is a U.S. cosmetic company that provides face, body

and hair care products that establish in 2011. All products are made from natural ingredients. Our products are environmentally safety and chemical free that not contains chemical substances and not harsh human body. On the assumption that we do not do animal testing which protects and saves a lot of animals. We offer various affordable natural cosmetic and cosmetic goods to both women and men.

We already expand our branches globally through Europe to Asia. Our products are available at local department stores including beauty stores and salons, Sephora and our branches. We also offer all products at online store.

Our object is to produce organic and pure natural cosmetics and cosmetic goods. We love to create cosmetic by using natural ingredients including plants, vegetables and fruits. For women’s’ cosmetics, we extract natural oils and pigments from organic plants, vegetables and fruits into our cosmetics. Our basic skin-care products are not containing chemical preservative substances. Both women and men are free to use these basic skin-care products. We have contracted with local farmers for producing our products. We are strongly encouraging local farmers and working together to offer great quality products to our customers. Also, we are

volunteering non-profit organizations’ and non-governmental organizations’ that help and support poverties and developing nations. We create collaboration goods with these organizations that 3% of each sale goes to donations. We also do fair trade with developing countries and support child labors. 

Competition

LUSH – LUSH is known as handmade cosmetic company in England. The origin of LUSH is that Mark Constantine and Liz Weir set up mail order cosmetics company “Cosmetics-To-Go”. After few years, one of their customers suggested new name of the company called “LUSH”. The name means “being fresh, green, verdant and drunken women and we thought it fitted us very well.” The first international shop was opened in Vancouver in 1996. In 2003, they opened first American branch in San Francisco. Currently, they opened over 210 shops in North America. LUSH produces “Charity Pot”, a hand and body lotion which 100% of purchase price goes to donations. LUSH uses eco-friendly packaging that they try to reduce extra energy and resources.

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Related Industry Other related industries would be including hair care, skin care and bath and

body care industries. These industries will be our field that we need to focus on. A great example would be The Body Shop which provides natural bath and body care products. Also, The Body Shop offer not only bath and body care products, but they also offer skin care and hair care products. Also, the local spas are considerable related industries that they use natural products to their customers. Also, beauty salons are the considerable related industry that they offer hair care, skin care, and bath and body care products and services to their customers. 

Core Value The core values of AU Natural Beauty Industry includes: o

Be Natural – We create natural organic products that we are able to make our customers satisfied.

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Great Partnership – We respect people and create local communities for cooperating as a great partners.

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Great Community – We cooperate with non-governmental organizations and non-profit organizations to support environmental and humanitarian rights.

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Core Message Be fresh, be natural! Your beauty comes from our nature.

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Brand Personality I am so fresh, natural organic cosmetic. My colors are so vivid, like green, yellow, red and more various colors. I got a lot of sun lights and pure water, grew up and harvested as fresh. My middle names are garden-fresh and organic. I am confident with my products because there is no harsh and poisons. I make you happy with my freshness. Because I am beauty of nature.

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Logos

These three brand logos are possible logo designs that including our brand name.

The image of brand logo is fresh and natural. Yellow colors are associated with natural, but still it is fresh. The typeface is “Broadway” with bold font for our brand logo. We consider all three brand logos are great for packaging, signage and other elements that represent our brand. Our logos are clean and simple, but still the fresh colors represent “natural cosmetics”.

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Final Logo

For the final logo, we chose first design from temporary logos. The round shape and background color give soft atmosphere. The pastel orange is associated to fresh, natural and warm that is great for our brand image. For the color of brand name, we use dark brown, white and dark blue which make our brand name stood out. Dark brown matches with pastel orange, and dark brown is less sharp and strong. White color gives classic, clean and fresh feeling. Dark blue is a contrasting color of orange, so it matches with pastel orange, and dark color gives clear company name.

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Product Concept

Our product line will include: 

Hair – shampoo, conditioner, hair cuticle oil

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Face – facial soap, toner, facial cream and gel, facial pack, sun screen

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Body – body soap, body cream and oil, body scrub

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Cosmetic for women – cleansing oil and cream, primer, foundation, eye shadow, cheek, lip stick and gloss

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Cosmetic for men – shaving cream

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Direct Mail

Concept 1

Concept 2

Concept 3

For our direct marketing, we create advertising postcards and mails that we put the pictures and graphics to them with our core message “Be Fresh, Be Natural!â€? These pictures are associated with our natural products, and customers are able to image what kind of products we offer. ď‚&#x;

Final Brand Plan

Our final brand plan is to set up the price point in the middle which are from $10 to $60 depending on products. We target both women and men between 20 to 40 years old who likes natural organic cosmetics.

Target Customer Target Customer

Female

Male

Age

20 – 40

25 – 35

Education

College graduate higher degree

Income/month

$3,000 –

$3,000 –

Family

No children or 1 child

No children or 1 child

Location

Urban and city area

Urban and city area

or College graduate higher degree

or

We have various products for our customers including skincare, cosmetics, hair products and body and bath products in different sizes, so that our customers are able to try our products with trial sizes. Our brand objective is to gain customer loyalty of our natural cosmetic as a brand and support local communities, NPO and NGO, and developing countries for charities. The short term will include having more number of our customers, expanding product line more for both women’s and men’s products and expanding our branches throughout nation. The long term will include cooperating with NPO and NGO to support developing countries more, and expanding our brand internationally.

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Strategic Outline 1. Mission Statement Our mission statement is to provide natural organic hair care, skin care, body and bath care products that make our customers healthy, improve their health and beauty for their daily lives. We believe that our products are made from all organic natural ingredients that not contain chemical substances and preserving.

2. Philosophy Our philosophy is based on our core value “Be Natural, Great Partnership, and Great Community.” Firstly, “Be natural “is to offer various choices of natural organic products to our customers that customers are able to enjoy our products. Second and third core values are to communicate and have a great relationship with communities and local organizations. We want to have a great relationship with these people and keep sustainability of community and local organizations that cooperate and work together for creating the best quality of products.

3. Vision Statement Our vision is to create and innovate products as better quality and value, and

provide our products. Along with that, we cooperate with local communities and organizations, and create innovative products for customers. We also cooperate with local farmers in developing countries. We associate with NPOs and NGOs to pay and trade with these people fairly, and build a great relationship with them.

4. Core Values The main value is “Be fresh, be natural� as a part of core message that we provide great quality of natural organic products to our customers. We want to fresh natural products that our customers are able to enjoy and appreciate with nature. Other core values are have a great relationship with local communities and local farmers and work together for producing innovative products.

5. Audiences Our audiences are both men and women who are 20 to 40 years old who like natural and fresh organic products. These people are highly educated either college graduate or higher, and the income is approximately $3,000 per month. They are either single or have family with no children or 1 child.

They live in urban or city area that enjoy city life and work as an entry level

or professional jobs.

6. Industry Description The industry that we involve in is skincare and cosmetic, hair care and body and bath care industry. We provide wide product line that both women and men use our broad product line.

Core Message Our core message is “Be fresh, be natural! Your beauty comes from our nature.”

7. Product Logo

Our product logo is very simple with catchy color of orange circle and three different colors of font. The orange color creates the fresh and natural image of the brand. “AU” font color is charcoal which is not strong as black and gives a little bit soft element into the logo. “Natural” font color is white that

gives clean and soft element. Lastly, “Beauty Industry” font color is navy is contrasting color of orange and gives an impact to our customers. We keep simplicity of our brand logo, and put image of simple and natural brand concept.

8. Product Advertisement

For our advertisement, we push natural aspects, so we utilize pictures and graphics of nature which are associated with natural products. We add a part of core message “Be fresh, Be natural” that put the brand image to customers. Our logo is in the corner that represent our brand. We want to advertise with this concept into our advertising, direct marketing including direct mail, catalog and other tools, and e-commerce. We want to keep

simplicity for advertisement and direct marketing.

Work cited: "NRDC: Protecting People from Unsafe Chemicals." NRDC: Protecting People from Unsafe Chemicals. Web. 18 July 2015. <http://www.nrdc.org/health/toxics.asp?gclid=CjwKEAjwla2tBRDY7YK9uKXe8R8SJAAhG 6LG6ZagLcZMwOvWV9XPv7HobGWiOLJxvb_tO5NBVM-_DBoCspXw_wcB>.

"Shop the LUSH Range." LUSH. Web. 18 July 2015. <http://www.lushusa.com/on/demandware.store/Sites-Lush-Site/en_US/Home-Show>.

"The Body Shop速 | Natural Products Inspired by Nature." The Body Shop速 | Natural Products Inspired by Nature. Web. 18 July 2015. <http://www.thebodyshop-usa.com/>.

"Using Animals for Testing: Pros Versus Cons." Using Animals for Testing: Pros Versus Cons. Web. 18 July 2015. <http://www.aboutanimaltesting.co.uk/using-animals-testing-pros-versus-cons.html>.

Image Source: http://thumb10.shutterstock.com/thumb_large/683944/141834697/stock-vector-blankcosmetics-packaging-141834697.jpg http://4vector.com/i/free-vector-cosmetic-container-03-vector_005093_3-(1).jpg https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcSlg5WZuiOr_GJjb4GbJG3Q1GeB5ODsDo2Xikp9Qet6-gEe9Gz3Q http://organic.cosme-blog.com/wpcontent/uploads/2014/09/ELLY86_midorinobara20140512500.jpg http://www.j-organiccosme.org/jpg/momonohana.gif http://organic-natural.info/wp-content/uploads/2014/04/rosemary.jpg http://dqaeric34olch.cloudfront.net/images/946500/o-ORGANIC-FOOD-STUDYfacebook.jpg/normal?1431924741 https://verast.blob.core.windows.net/upload/5c4db59a1f164ec3b4087be8265533ed.png /q75.jpg