Competitor Analysis
Brand principles If you were offered a meal with Celyl alcohol, 10 Dopropyl, Butyl carbonate, Sodium Sulfonate, Discodium EDTA, BHT, would you care to eat it?
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Millions of people, you may be one of them, “ eat” these chemicals every day, since they are standard ingredients in some of the bestselling Brand name moisturisers and soaps in our country. Think of your beauty products, not as cosmetics, but as food. There is a chemical versus non-chemical cosmetics debate and people are moving towards ayurveda, unani, and other alternate skin, beauty and hair care options
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People have slowly started realising the benefits of natural/ organic products. Beauty products made of “living’ substances such as plants or their extracts, are balanced by Nature and contain the vibratory energy that constitutes life. By plants, we mean all forms of vegetation, including Trees, Flowers, Fruit, Vegetables, Herbs and Spices. These living substances contain all the purifying, nutritive and balancing properties necessary to nurture the skin and slow down the ageing process
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From our organically grown Cold Pressed Oils, to our raw and unprocessed Cane Sugar to our steam distilled pure Essential Oils. Everything is made in the traditionally old fashioned way, according to Ayurvedic tenets, and wherever possible, by hand. Their campaigns reflect the exactly what their brand stands for.
Ingredients
Ingredients The brand started out making soaps made by hand with oil from a cold-press process that leaves nutrients intact. Later, it added steam-distilled essential oils used for fragrances, herbal infusions, organic whole fruits and vegetables.
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To implement the age-old pressing process, virtually no longer in use today, Kulkarni equipped her factory with kolhus," old-fashioned grinders used to extract oil by hand.
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Next came an entire range of skincare and hair products developed in association with Ayurvedic physicians based in the Himalayas in a village in Uttaranchal, using local labor. The innovative cream, oil and scrub formulas boast Indian fragrances and ingredients such as marigold, jasmine, sandal, sugarcane and tamarind.
Brand Positioning & Strategy Forest Essential is attracting customers from middle income segment despite its super premium positioning.While top-ofthe-pyramid cosmetic users are moving away from chemicals towards ayurveda, the middle class — which has been using these solutions for many years through home remedies — too is now willing to pay for ayurvedic products,
Outlets They started with shop-in-shops as it was the simplest route to take but with trial and error, they have decided to focus on their own stores
Product Category Facial Care
Hair care
Body Care
By Category
By Fragrance
By Dosha
By Concern
By Beauty Regime
Facial care
By plant/
Ingredients
Facial care
Radiant
Based on Skin types
Hair care
Anti ageing
Normal to Dry
Body care
Lightening
Normal to Combination
Acne prone
Normal to Oily
Face cleanser Face cream Scrub Hydrating gel Toner Face pack Lip balm
On regime
Hair care Body care
Each of their products have a USP
Morning
Afternoon
Evening
Product pricing
Product range
Pricing (Rupees)
Facial care
475 to 3800
Anti-ageing
1595 to 2950
Lightening
475 to 1975
Radiant
475 to 3800
Acne prone
595 to 1595
Cleanser
995
Body care Bath and shower oil
1195 onwards
Packaging Their objective was to incorporate traditional elements of India into the design with a modern and colorful twist
Web references
http://www.forestessentialsindia.com/about-us/why-forest-essentials.html
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http://www.specialchem4cosmetics.com/services/editorials.aspx?id=2491
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http://articles.economictimes.indiatimes.com/2010-02-02/news/28410113_1_forest-essentials-mirakulkarni-shahnaz-husain
Brand positioning Pricing
Market position
Mid range
Beauty with
a heart
TG Business
Professionals
(Men and Women)
Brand Value It’s five brand values: against animal testing, support community trade, activate self esteem, defend human rights and protect our planet. It always stood for healthy skin and body and not just beauty, it’s beauty with a heart. The influence of The Body Shop’s brand values on a global scale has secured the ! trust and support of an international customer base.
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These brand values have created The Body Shop brand culture that is truly unique in the world. Its strong brand culture has, in turn, become a form of brand protection. They are even willing to pay premium price for the choice of using environmentally friendly packaging and natural ingredients sourced from small rural trade. And, customers feel a sense of fulfilment that their purchase has contributed towards a greater good in this world
Products
Ingredients The power of natural ingredients unveiled a whole new world of natural ingredients like aloe vera, jojoba oil and cocoa butter to the mass market.
Outlets
Pricing The Body Shop also completes 25 years of Community Fair Trade, a trading practice adopted by the brand in which it works with small-scale farmers, traditional artisans, and rural cooperatives in exchange for fair pricing and trading practices.
Packaging Body shop aims to use the minimum amount of packaging materials for products. We measure the weight and volume of packaging relative to its contents, and our pack-to-content ratio will never exceed 0.2 grams of packaging per gram of product. We also use post-consumer recyclate (PCR) in packaging wherever possible, and if the primary pack uses paper and/or card, it is from an FSCcertified source.