Team: Extremers

IIM Calcutta

MARICO: Over the wall season 9

Idea:
A new range of organic face serums in the Face Care category under the brand
Pure Sense with 100% natural active ingredients derived from fruit extracts.

Overview:
While the Indian cosmetics market is proliferating, the harmful effects of chemical and
synthetic ingredients are a major concern among customers. As a result, the demand for
natural and organic cosmetics has increased in recent times. According to a report by
Statista, the organic and natural beauty industry grew at 7.3%(YoY) while the beauty industry
grew at 5.25% only. In fact, the presence of organic ingredients was the second most
important factor for consumers buying beauty products worldwide after effectiveness.
The cosmetic face serums category is an up and evolving category of cosmetics that is
turning out to be strategically crucial for firms competing in the cosmetics and skincare
space. Face serums are a combination of extremely smooth and light oils with active
ingredients that are quickly absorbed by the skin and make up for a perfect skincare regime.
The high moisturizing property, intense skin absorption, nourishing and soothing properties,
low viscosity, and non-stickiness are some of the factors that are attracting the customers to
opt for face serums instead of other cosmetic products like creams, gels, etc. The face
serums are made to target particular skincare issues such as acne, dryness, aging and
wrinkles, skin pigmentation, etc.
Many cosmetic and skincare firms have
ventured into the face serums category
but most of them are composed of
chemical ingredients. There lies an
unoccupied window of opportunity in the
cosmetics and skincare market, that is
face serums with natural active
ingredients that have all the benefits of
face serums while being completely free
of harmful chemicals and synthetic
ingredients.

What is innovative about our idea?

The face serums with naturally obtained active ingredients. Fruits and herbs will be used to
get the benefits of active ingredients present in them. Examples of some of the active
ingredients that can be extracted naturally are
● AHA(alpha hydroxy acid): AHA is helpful to cure dry and dull skin, and some
natural sources of AHA are apple, pumpkin, lemons, papaya, Milk, honey, berries,
sugarcane
● BHA(Beta Hydroxy acid): BHA has smoothing properties, anti-inflammatory
properties. Some natural sources of BHA are milk, yogurt, and pineapple.
● Retinols: These are Vitamin A derivatives. They have anti-aging, anti-acne,
anti-inflammatory properties. Natural sources of retinol are carrot, sweet potato,
Turnip, kale, mangoes, dark green leafy vegetables, butter.
 ● Botanical Hyaluronic Acid: It comes from “Cassia Angustifolia,” also known as
Senna, a polysaccharide-rich plant native to India, which simultaneously fills out fine
lines and provides rich moisture. This extract has been proven to deliver greater
hydration that lasts four times longer than synthetic HA!
● Ceramides: They help create a barrier to prevent permeability. This locks moisture
into your skin, which helps prevent dryness and irritation. Ceramide can be extracted
from plants which are called phytoceramide. It can also be extracted from rice, sweet
potatoes, and yeast.

Target Segment:
Our target audience is young, independent women residing in tier-I and tier-II cities in India
who are constantly striving to grow and become a better version of themselves. Ones who
have a busy urban lifestyle and don’t want to make a compromise, be it in life in general or
taking care of their skin in particular. Ones who want to make the best of all the opportunities
and are wary of the harmful effects of chemical ingredients present in the skincare products.

Impact:

● The people in the urban area who are well aware of the side-effects of chemical
products are now inclining towards natural products. Amid increasing demand for
face serums, our new product will capture new customers and will help in increasing
the market share.
● Face serum with natural active ingredients is not so popular in the Indian market yet,
so with our new product offering in this category, we will be able to give new value to
the customers. Providing solutions to multiple problems in a single place for our
customers will help them from distracting to other brands.
● Launching the natural range of face serums will have a positive impact on the brand
image of Pure Sense and it will help the company gain a place in the consideration
set of the customers looking for natural skin care products.
● This will also help in diversifying the portfolio of the brand which will result in higher
customer conversion rates and satisfaction.