Sea buckthorn brand strategy
About the product Range of skin care products containing Sea Buckthorn extracts. primary being anti-ageing and moisturising. Sea Buckthorn oil is extracted from the berries and seeds skincare industry in India. indigenous organic age-defying range of products from the dense forests of the Himalayas
What’s being sold?
To introduce a new range of organic age-defying facial creams that use Sea buckthorn oil as a key ingredient.
Target Audience Analysis
Target Audience Conclusion
We’re targeting 25-35 year old women in India who are starting to worry about the signs of ageing.
Target Audience Analysis
Factors
organic
Issues 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
age
defying products. Failure to recognise signs of ageing.
Target summary
Our target group is women between the age group 25-35. They belong to the economic classes. They are in denial about their age and hence have not started acknowledging the signs of ageing.
User Persona
Age: 29
regime in the night. - She doesn’t think that she needs to use anti-ageing creams as it makes her feel as old as her mother. She tries to stick to chemical free
SWOT analysis (product)
strength - Organic - Exotic ingredient
weakness - Name of the ingredient
the ingredient
opportunities organic age-defying products
threats - Target audience might be in denial about age. as medicinal.
Brand promise
This brand promises to be truly organic.
Brand values
extraction and packaging.
We support and promote the organic
Insight: Target group
Women in this target group do not want to admit that they’re old enough to start age defying skin treatments.
Advertising promise
Our organic range of age-defying products does not make you feel old.
CHALLENGES: To make the brand easily approachable
To make the sea buckthorn sound positive. To make people try out an ingredient that is unheard of.
Single minded proposition
Start young to stay young
Support for the single minded proposition Age-defying formula Sea Buckthorn ingredient itself Organic Aging starts earlier than you think
Tone of voice
Optimistic, organic, young
Desired consumer Response
“Finally, age is just a number for me!�