Brand Sequence of products
everyday product already existed
Dr. Jart Started With Everyday products -> Dermaster
, Face Masks , which gives a glowing skin.
And relives from dry Skin.
The Ordinary The company initially started with 10 products
, with serums being their initial offerings
->(Dhs25) hyaluronic acid serum and a
((Dhs22) retinoid serum
Drunk Started with a bar cleanser, and then
launched six core (everyday) products,
Elephant before moving into treatment specific
products.
Minimalist Serum (Salicylic Acid 2%) → Everyday
Products (SPF 15 Sunscreen)
Dermalogica Clearing skin wash with Salicylic acid, New
charcoal rescue masque,Antioxidant
India Hydramist (Toner), Daily Microfoliant,
Initial communication
Initially the products were available at dermatological clinics
and specific shops.
The communication to customer was a cosmetic product
with medicinal or drug like benefits.
First they sold through E-commerce , which was rarity in
cosmetics sector.
Eg. SkinRx Lab.
And there initial focus was outside Korea.
(other asian market)
Core of the communication was” quality could no longer be
defined by price point “
made it easier for people to know if they were overpaying
for ingredients.
Brand’s products USPs were being free from silicone,
chemical screens, sensitizing colorants, perfumes or
essential oils. Focus was on clean, non-toxic formulas.
Social media accounts and Website.
Focus on knowledge about chemicals and their use in skin
care.
Safety - Dos and Don’ts etc.
Consumer. Experiences.
The brand came to India in 2008 with the initial
communication that the products are suitable for all
seasons. Premium brand with presence in salons such as
Tony & Guy, B Blunt in Tier I and Tier II cities
Communication for
communication was the unique fusion of
dermatological science and art , it utilizes
best korean Skin innovation along side
potent, researched backed to create
formulas that fulfill skin’s basic needs.
simple, authentic, and non-traditional
products that are one of a
kind.communicated product transparency
and education, which is achieved by being
an approachable brand with approachable
packaging that is honest about ingredients
in each product.
Products without any of the substances
which are harmful to the human skin. The
brand focuses on clean, stripped-back
skincare and their formulations were
initially created based on what Masterson
was looking for as a consumer
Everyday products were communicated as
an add-on for the serum to keep skin more
moisturised and nourished after application
of skin care chemicals that reside in
serums
Communicates how skin care routine is
important with steps to use their products
for the same.Skin routine ( daily
microfoliant, special cleansing gel,
smoothing cream, toner)
Category builder or
The category already Existed as Korean ,
people were already aware of the Skin
treatment products. Dr.Jart positioned
itself as a everyday product rather than
a dermatological products.
The category already existed but “The
ordinary” stands out with its affordability,
easy access, and approachability.
Category already existed, but they
brought similar products without any
chemical that have ill-effects on
individuals skin.
The category existed already but
companies like minimalist are leading the
revolution of making serum SKUs more
accessible to public and as the
communication given by company
suggests, free from any harmful
chemicals.
Created as a skin care line and sold in
concept spaces such as authorised
salons, spas and beauty stores.
 Core Competitors Other Competitors
1 Minimalist 1 Himalaya herbals purifying neem facewash, Mama
(Face Earth Ubtan face wash, Clean & Clear Foaming face
wash) wash, Lakme Strawberry Gel facewash, Pond’s Pure
2 Dermalogica
White Anti-Pollution facewash
3 Dr. Jart
2 Himalaya Acne and Pimple Cream, No Marks Acne
(Cream) Pimple Cream, Vaadi Herbals Anti-Acne Cream,
4 The Ordinary Biotique Bio Winter Green Spot Correcting Anti-acne
cream, Fabindia Clove Cream for Acne Control, Khadi
5 Drunk Elephant Herbal Anti Acne Cream, Eraser Acne Pimple Cream

6 Clean and Clear

3 Bella Vita Organic Anti Acne & Pimple Removal Face
(Face Gel) Gel Oil Free Hydrating Cream for Marks, Dark Spot
7 Pilgrim
Removal with Neem, Tea Tree and Aloe Vera

8 Deconstruct

9 Disrupt 4 (Face Pears Oil Clear & Glow Soap, Vaadi Herbals Alluring
Soap) Neem And Tulsi Soap, Soulflower Lemon Ginger Soap,
TNW The Natural Wash Handmade Activated Charcoal
10 Gladerma Soap With Anti-pollution Effect, Richfeel Calendula for
Anti Acne Soap, Himalaya Ayurveda Clear Skin Soap.
11 Clarins

Source:
● https://www.amazon.com/Clean-Clear-Advantage-Treatment-Medication/dp/B00027DDOQ
● https://www.amazon.in/Disrupt-Salicylic-Sulphate-Blackheads-Exfoliant/dp/B09FZLLSZG/ref=sr_1_19?crid=2S0Q2E9UDVCIS&keywords=salicylic+acid&qid=1655640434&sprefix=salicylic+aci%2Caps%2C239&sr=8-19
● https://www.amazon.in/dp/B08YRPCHZS?pd_rd_i=B08YRPCHZS&pf_rd_p=d882f7bc-c7c5-4887-b939-1af6f91cc448&pf_rd_r=GE3JHCFFM4E1CVJT9BZR&pd_rd_wg=F8zLE&pd_rd_w=utsTy&pd_rd_r=c5f7b3d6-8889-4639-85aa-7821a3517554
Core competitor for Salicylic acid serum
Brand Specialization Price (INR) Variants Distribution Online
Followers

Minimalist Cleans pores,removes 549 for 30 ml Own website, Instagram -

blackheads and treats acne Amazon, Nykaa, 141k
Flipkart, Myntra, etc.

Other competitors for Salicylic acid serum

Brand Specialization Price (INR) Variants Distribution Online

Followers

Pilgrim Prevents sebum production 495 for 30ml Own website, Instagram - 71k
and acne Amazon, Nykaa etc.

Deconstruct Fights blackheads, 799 for 30ml Own website, Instagram -

whiteheads, pore & acne Amazon, Nykaa etc. 18.9k

Disrupt Targets acne and scars 445 for 30ml Own website, -
Amazon, Nykaa etc.
 Functional and emotional benefits communicated
Brands Functional Benefits Emotional Benefits

Minimalist Achieve your skin brightening goals with proven ingredients. No emotional benefits

Pilgrim Different active ingredients and their benefits with respect skin Get the quality and purity of the korean skincare tradition at the
issues . convenience of your house.

Deconstruct Different active ingredients and their benefits with respect skin No emotional benefits
issues .

Disrupt Different active ingredients and their benefits with respect skin No emotional benefits
issues .

Dermalogica Different active ingredients and their benefits with respect skin Get professional treatment at the convenience of your home.
issues .

Gladerma Covers full spectrum of dermatological problems . Share and embrace your unique skin story.

Clarins No functional benefits communicated Embrace the beauty of your skin ,despite your age and colour .

Dr.Jart Different active ingredients and their benefits with respect skin No emotional benefits
issues .

The Ordinary Different active ingredients and their benefits with respect skin No emotional benefits
issues .

Drunk Elephant Different active ingredients and their benefits with respect skin Keeps you away from 6 skin culprits and keeps it healthy
issues .
Positioning profile statements
● Makes me feel good about myself
● Makes me look beautiful
● Makes me feel younger
● Gives me a even and smooth tone.
● Does Not contain artificial chemicals.
● Long lasting foundation
● Easy to Use and apply
● Comes at an affordable price
● I can use at all ages
● Has solution to all my skin problems
● Solves my skin problems faster
● Helps me shine in parties
● Makes me feel more confident
● Scientifically proven (Lets talk science)
● General perception about Indian skincare market is that is needs more development and variety of
products.
● In all competitors, Facewash is the most popular followed by Creams → Serums → Gels.
● Most common skin issues are Acne and Oily/Dry skin with pigmentation and dark spots being less
occurring.
● Mostly daily use, some special products for special occasions
● Most recalled brands are, Dove, Himalaya, L Oreal and Pears.
● There is decline in Serum consumption from first time users to repeat users by 50%.

Derma co is focused on providing scientific education on usage of active treatment products through
various used cases, so that an individual embrace the natural beauty of their skin . The entire
category is focusing on providing functional benefits of the chemicals used in each of their products.
Whereas other competitors are focusing on the usage of natural ingredients and integration of culture
in their products offerings and communication.
 Brand Awareness
Opportunities As Derma Co is ECEB, it makes more sense
Visionary High Royal for it to go for increasing penetration as:
Being an emerging category, emerging brand
(ECEB), Derma Co. has two opportunities. Positives:
1. It will be a cheaper alternative.
2. Being an emerging category, it is
1. Increasing Penetration
more important to focus on
Low High - Increase the overall market size and category penetration rather than
take share from the increased competing with existing brands
Category Awareness category penetration.

2. Taking Share from Competitors Negatives

- Compete for the same benefits and
1. As currently Minimalist is market
take share from other existing leader, it is possible that efforts
competitors made by Derma Co. to increase
Low category share might bring more
Ropewalker Party Pooper Founding Year
users to Minimalist, rather than
Minimalist - 2020
Derma Co - 2020
Derma Co.
Even though all brands were founded in the same year, the Deconstruct - 2020
revenue for 2021 for the three brands differ by a great margin.

While deconstruct had revenue of 35 crores, the derma co had Get Who? Get them to do what? In place of what?
revenue of 100 crore and minimalist had revenue of 150 crore.
25-35 years old women Use Serum Cream, facewash, soap, facegel

Ad Ideas -
1. You need a treatment, and not a beauty product.
Our product provides dedicated treatment which is science based.
2. As inferred from our survey, women prefer products which are recommended from their friends & family, we can create an advertisement where elder sister
recommends Derma Co. to younger sister.
This will create a sense of friends & family to the viewer.
3. Live a makeup, filter free life.
Segmentation basis Segmentation

Based on gender(age) Female(25-35 years )

Based on usage The traditional : influenced by media in making purchases | takes into account their financial situation.
New entrant : starts wearing makeup as an adult | shows increased interest in these items before finally experimenting with them | unlikely that he or
she will have a strong, personal enthusiasm for the sector.
Beauty addicted : spends a significant amount of time reading blogs and tutorials | learn the newest information, and hurries to purchase the newest
products regardless of genuine needs.
Expert : Because of his or her occupation or intense interest for the field, will make decisions about what to buy independently and without being
swayed by others' ideas.

Based on behaviour Perfectionist : High quality conscious | They shop very cautiously
Brand Conscious : Price equals quality consumers | prefers products coming froma well known stores
Novelty fashion conscious : Like to seek products which give them pleasure and enthusiasm . | they are usually less price sensitive
Recreational hedonistic conscious : shop for fun and leisure
Price conscious : best value for their money spent
Impulsive/careless buyer : unworried about their expenses
Confused : confused about the choices of products and stores
Habitual / brand loyal : always buy the same brand.

Based on Benefits sought Fresh Look: Glowing skin | Even tone

To Look glamorous :Skin whitening | waterproof
Healthy Skin : UV protection | To avoid acne problem | Hygiene | Moisturize skin | Anti-wrinkle | treatment | hypoallergenic

By product type : Serums | Creams | Powder

Based on type of skin perceived Normal skin | Combination skin | Sensitive skin | Dry skin | Oily skin

Relationship of women towards beauty
Minimalist women : i don't have time or the will to work on my appearance
Just smart women :i do the minimum to be presentable.
Natural women: i like to use beauty products but want to appear as natural as possible .
Sensual women : i want my skin be soft , hair silky , perfumes etc
Young women : it's important for me to be attractive , it shows that im young
Beauty women : you can't be women if your not at the top of your beauty
Discussion guide :
General :
● How your daily routine looks like, weekday and weekends ?
● Do you have any health issues ?
● What is your employment status, if yes how it average day looks like ?
● What type of gadgets do you use ?
● What are your food consumption habits ?
● How do you perceive beauty?
● What comes to your mind when i say skin care?
Leading Questions :
● Have you ever visited a dermatologist ? reasons ?
● How do you perceive beauty products?
● Which beauty product brands can you recall?
● Which ones are the top brands according to you?
● Why do you think these brands are best?
● Do you follow any skincare routine ?
● Any beauty brands you would not prefer?
● Why would you not prefer mentioned brands?
● Do you use any beauty products? If yes, Which beauty products do you use?
● How often do you use these products ?
● Why do you prefer these brands?
● Are you active on social media?
● Which social media platforms do you use most often?
● Do you follow any influencers over these social media platforms?
● Do you follow any beauty advice from these influencers?
Findings and Analysis (In-depth interviews ) :

Functional benefits : Spots and rashes are removed | spots fades after regular usage | skin whitening | Easy to apply | acne removal
Skin care Routine :(Daily:Moisturization cream/lotion | cleansing lotion )
Dry skin : scrub , face masks , face wash
Makeup : kajal and lipstick
Price is not a issues , quality is the priority
Brands:(majorly: Lakme| Loreal | Olay | Himalayan | Neutrogena | Biotique)(starting to use: Sugar cosmetics , mamaearth colorban ) .
Why these brands : product line are goods , long time in the market ,trusted(important )
Not preferring brands : colorquine : no trust , better options available
Own brands usage : scrub :oriflame, mcaffine biotique,cetaphil
lotion : nivea, lakme ,biotique,mamaearth, olay , vaseline | others not fixed . (mamaearth & sugar cosmetics were once used for
shampoo)
Daily routine/issues : college and job , hectic works hours leading to dark circles , leads to dry skins,sweats over later half of the day,
masks obstructs skin breathing .
Why these brand : trust : long term effects are visible, trust are a major component while purchase decision making, users generally
gets influenced by their close relatives and friends who have used ascertain kind of product in the past as females dont like to
experience on their skins as side effects can hazardous.
Active on social media : yes : platforms : instagram,whatsapp,facebook & snapchat
Influencers :not much girls were influenced by online influencers when it comes to skin care routines.

Analysis : It is found that the majority of girls use only those products, which have proven results over long terms usage. faster
results didn't come as more highlighted requirements for them. for them, the quality (results) is more important than price, when
making a purchasing decision. It is found that they are less influenced by the online influencers, rather they take suggestions from
their elder sister, mother, or friends when it comes to skincare routine as they think not all products suit their skin, so they don't
prefer experimenting with new products on their skin as due to their cautious nature with respect to their skin.
Need States Keep skin healthy
Even toned skin
Natural beauty (Skin glow)

Demand Occasion Frequent Acne

Resilient spots (after skin diseases - Chicken Pox, Insect bites etc)
Hot and Humid environment (Summers, Rain)
Coming Festivals, Family events (want to look good)

Psychographics Trust
Good Quality
Perceived as gives proven results
Makes me feel beautiful

Influencer Sister, Friends, Mother | few: online influencers

Reasons for use Dry skin, Acne, Spots

Generally used product categories Scrub, Lotion, Face mask, Face wash,
Makeup: Kajal, lipstick

Other points of interest Price is not an issue

Good product line
Established in market
Summary Usage Category Usage Frequency Occasions of usage Brand awareness Beauty Perception Segments Extra Comments

Segment 1 (Ishan) Facewash, Sunscreen, Daily (Whenever going College (light) The Bodyshop, Plum, Feel comfortable in your New Entrant, Habitual / Natural Products with no
Lip balm, Kajal, out) Events (medium) Loreal, Sugar Cosmetics skin brand loyal, Fresh Look, adverse side-effects
Gender: Female Moisturiser Healthy Skin, Oily skin,
Age group: 25-28 Just smart women, Major reason for visiting
Occupation: Student (IIM Natural women physician was Acne
Amritsar)
Recommendation from
Scrub, Lotion, Cream, Daily (Whenever going College (light) Sugar, Colorban, Lakme, Anything you are New Entrant, Novelty friends and family (sister)
Lipstick, Kajal out) Events (Medium) Maybelline, Loreal, Mama comfortable with fashion conscious, Fresh
earth, Oriflame Look, Healthy Skin, Dry Trusted brands only
skin, Just smart women
Price comes second to
Quality
Facewash, Cleanser, Daily (Whenever going College (light) Maybelline, Sugar, Beauty is unrelated to New Entrant, Novelty
Moisturiser, out) Events (Medium) Lakme, MAC, Cetaphil, external appearance fashion conscious, Fresh
Sunscreen, Kajal, Reequil, Nivea Look, Healthy Skin, Oily
Lipstick skin, Just smart women

Segment 2 (Vrushabh) Foaming face wash Pears soap: 2//day Pre and Post college for Palmolive,Biotique How you look , New entrant, brand People in this segment
Females ,moisturizer ,sheet Nivia ( 2/day) non greasy skin. ,mcaffine, loreal, lakme, acceptance of your skin conscious,confused,Loyal have visited
Age : 24-26 masks , hydrounronic Sheet mask(1/ 3 weeks) When she fills to pamper himalaya,pears , clean & tone and confident being (skin care), dermatologists in some
Students : Iim Bangalore acid , kajal , Cosmetics (occasions) herself. clear , nivia, garnier ,lotus comfortable. Healthy skin, creams, part of their lives for
foundations Kajal (daily) Kajal : daily powder , Dry skin , hormonal related issues
Foundation : during Natural women. which cause acnes and
spots. breakouts.

Most of them prefer word

Face wash, serums, All of them almost daily During hormonal break Maybelline, Himalaya , Traditional beauty, good Beauty Addicted, of mouth from relatives
powder, foundations twice a days. out leading to acne garnier , skincraft looking features like perfectionist , impulsive, and friends before going
,body wash , ayurvedic Pre and post college. ,dermaco, nivea , wow smooth skin , even tone recreational hedonistic to dermatologists for
, moisturizer , benzoyl After bath daily. skin care , mama earth , and naturewise pretty . conscious , To look initial duration .
peroxide ,niacinamide Festivals and during himalaya, Everyouth glamorous,healthy skin
, excess sebum ,serums ,creams The social media usage
Other chemicals production. Sensitive skin ,Young is quite high ranging from
women 4-8 hrs per day, still they
don't follow any skincare
influencers.
Face washes Cosmetics : only during During outings at Hamdard safi, himalaya , Traditional New entrant, price The category prefers
,moisturizers, occasions day(sunlight). clean and clear, beauty,everyone should conscious , habitual different brands for
scrubs(lipstick),vitamin skin care : 2/day Pre and post college , himalaya, biotique , appreciate their natural ,healthy skin ,creams , different usages.
s, ayurvedic drinks After excessive physical lakme , olay, loreal , beauty as it is genetic powder, normal skin , just
workout. nivea. and should avoid external smart women.
impurities.
Summary Usage Category Usage Frequency Occasions of usage Brand awareness Beauty Perception Segments Extra Comments

Segment 3 (Salil) Facewash, moisturizer Skincare is everyday, College (light) Mac, loreal, faces, sugar, Beauty is appreciating New Entrant, Habitual / Any Chinese or other
and night cream makeup is on occasions Events (medium) maybelline who you are brand loyal, Fresh Look, brands which also sell
Gender: Female Healthy Skin, Oily skin, beauty products along
Age group: 24-26 Just smart women, with other things - like
Occupation: Student (IIM Natural women Meesho are not preferred.
Bangalore)
I usually don't try anything
Kajal, eyeliner, serum, 4-5 times a week College (light) minimalist, plum beauty, Self confidence New Entrant, Novelty on my skin unless
night cream, Events (Medium) MAC, sugar cosmetics, fashion conscious, Fresh recommended by
moisturizer, lipstick, lip maybelline Look, Healthy Skin, Dry dermatologist
balm, body range skin, Just smart women
New brands are not
preferred by users.
Face Wash| moisturizer Daily College (light) Lipstick, kajal, eye liner, Beauty is all about your New Entrant, Novelty
| Serum | Body wash Events (Medium) compact, foundation, behaviour and attitude fashion conscious, Fresh People in this segment
moisturiser, sun screen towards others rather than Look, Healthy Skin, Oily have visited
physical appearance skin, Just smart women dermatologists in some
part of their lives for
hormonal related issues
which cause acnes and
breakouts.

Segment 4 (Monisha) Face Skincare everyday, College,outings Kaya Clinic, Believes in the traditional New entrant, fresh Price signalling is an
Wash,moisturiser, Rarely uses makeup Colorbar,Maybelline mainstream beauty look,perfectionist, fresh important criteria for this
Females toner,sunscreen standards like having a look, creams, normal skin, segment.
Age : 24-26 young women
lean body and clear skin
Students : IIM Bangalore
If the product shows
benefit will make another
purchase for the same
Facewash, Skincare everyday, retinol College, outings Minimalist,ordinary,DeCon Believes beauty relies in New entrant, novelty
product.
moisturiser,sunscreen, serum twice a week struct, mama earth, the personality of an fashion conscious,
body scrub, retinol mCaffeine, The individual and how habitual/brand loyal,
serum Bodyshop,Innisfree healthy skin, serums, dry
beautifully they carry an Influencers have a major
skin, sensual women
aura around them role to play in influencing
the products to be
purchased.

Facewash, scrub, everyday College, outings Dove, Fair&Lovely, A healthy skin with New entrant, brand
sunscreen Maybelline, Bodyshop adequate sleep and water conscious , healthy Aware of the category of
makes me feel beautiful skin,creams, normal skin, serums and likely to
sensual women purchase it in the future.
The sample participants were females of age 25-30 years, currently pursuing MBA. The
segment used only those products which were recommended by their friends and mother.
The perception of the chemical-based solutions was negative when the initial acne occurs
but later moved to serums only on doctor's prescription. They are less price-conscious
when it comes to skin health. The element of TRUST was prevalent in all participants.

Segmentation basis Segments (frequency)

Segment 3

Based on gender(age) Female , 25-30 years Segment 2

Segment 1
Segment 5

Probability to win
Based on usage New entrants (11), Beauty addicted(1)

Based on behaviour Perfectionist(1) , Brand conscious(2) ,

Novelty fashion conscious(5) , Recreational
hedonistic conscious(1), Price conscious (1) ,
Impulsive/careless buyer(1), confused(1),
Habitual/brand loyal (4) Segment 6

Based on Benefits sought Fresh look(7) , healthy skin (11) , To look

glamorous (1) Segment 7
By product type Powder (3) , Cream (12) , Serum(4), Face
wash (12) Segment 4

type of skin perceived Oily(4) , Dry(4) , Normal(3) ,Sensitive(1)

Relationship of women towards Just smart women (7) , Natural women (4) ,
beauty Sensual women (2) , Young women(2) Segment Attractiveness

Segment 1 : Segment 2: Segment 3: Segment 4: Segment 5: Segment 6: Segment 7:

Female , 25-30 years, Female , 25-30 years Female , 25-30 years , Female , 25-30 years Female , 25-30 years , Female , 25-30 years , Female , 25-30 years
New entrants ,novelty ,New entrants ,brand New entrants ,Novelty ,New entrants New entrants ,Novelty New entrants ,Novelty ,New entrants
fashion conscious ,fresh conscious ,healthy skin fashion conscious ,Oily ,habitual/brand ,healthy fashion conscious fashion conscious ,habitual/brand loyal ,
look , creams , , serums, dry skin skin ,serums, skin ,creams, normal, ,fresh look ,creams, ,healthy skin ,creams, serums, oily skin
Oily skin ,Natural women ,Natural women Face ,natural women,Face ,Just smart women, Face normal, sensual normal,natural ,Natural women, Face
Face wash wash wash wash women,Face wash women,Face wash wash
 WHO?
● What are their key demographics on gender, age, social class, occupation, income,Location, education, marital status?

Gender : Females , Age group: 23-35 , Social Status : Middle class Income :Nil Location: bangalore , Education: masters Marital status : Single (Have boyfriend)

● What is their lifestyle (activities, hobbies, interests) of their consumers? Does this affect their category choices and if so, how?

A pattern which is observed are consumers who follow and buy beauty products based on reviews by social media influencers. They classified into two groups, one who buy products
recommended by the influencers and the others who do not. Females who go out less for outings such as lunch & dinner to restaurants were the ones who do not buy products
referred by beauty influencers, whereas females who go out for restaurant visits were mostly likely to buy products suggested by beauty influencers.

● What are their general attitudes to life? What are their values that shape their behaviour in general?

Majority of the participants in the survey believed in natural beauty and taking care of their body. A few also believed in the age old traditional ways of taking care of the skin whichgets
passed on from the mother to daughter.This lead to a behaviour of majorly trusting reviews and suggestions of beauty products suggested by friends and family.

● What are the key distinguishing characteristics that put him in your target segment?

The distinguishing feature of the chosen target segment is that they are the new entrants, that is they started using skincare products as adults but don't have significant affection for
the category. As adults their work has started to intensify with the beginning of their work-life, making their skin oily and susceptible to dust. So they have tried new products to keep
their skin look as natural as possible with minimal chemical intervention. With oily skin, they have started to develop frequent acnes, which has led them to try out serums once or twice
on recommendations of doctors.

● What % of the population do you think they represent?

Percentage of females age 25-29 : 8% implies 10.4 crores → percentage of Urban population : 34% implies : 3.5 crores → percentage of females oily skin 30% :1.06 crores
percentage of females who goes for serums or dermatological consultation 65 % :68.95 lakhs —----> 6.8 million females. It represent 1.13 percent of total female population in india.

● What are their most consumed items?

The most consumed items in the skin care category are face wash, moisturizers, face masks .

S. No. Question
What are their preferences
1 towards skin care? Best and
Worst experience.
What are the places where they
2 specialty stores, now most of the girls of these age group prefer buying
prefer to buy these from?
What is their daily routine?
3
Daily habits
Answer
What
How you look, acceptance (skin type), confidence, and being
comfortable about your skin color and type. The best experiences were
they were able to see the visible results on their skin. This made them
loyal to brands and use other products of the same brand. The worst
experiences were that their skin turned greasy after using these
products, and in some instances, the product's preferences changed
over age, as some products which were initially suited to the skin didn't
suit now.
The places that most of the women preferred to buy have changed
significantly over the last few years; initially, it was medical and
it from online stores like Nykaa, purplle followed by amazon, Flipkart
and company’s website.
Their daily routines involve waking late in the morning, freshening up,
and getting ready for college. The product touch points involve Morning
face wash and then application of moisturizer before leaving for
college. Some days there are long breaks between classes, which are
been utilized for sleep, post that usage of face wash to freshen up for
the next classes. The evening is the most happening time as this time
is used for physical activities, normal outings, parties, and other
activities. This involves high sweat secretion. The consumer sleeps late
at night and applies the serums and other creams just before sleep for
maximum effectiveness.
Why
This is because they want to look good with the minimum product
usage. Women are loyal to their skincare brand because they
think this product suits their skin type (oily, sensitive, etc.). If it had
not improved, it shouldn't have harmed their skin. The belief that
the product will make them look better is important. The change in
the product preference comes when the product either doesn't
suit the skin as per the new routine or has side effects certain at
the point of usage. Otherwise, they are loyal to the brand and
rarely prefer trying new products.
They prefer to buy online because online platforms provide them
with convenience. Online platforms provide the reviews, content,
and testimonials of the people who have already purchased and
used them. The way the products are delivered to the customer is
also important Nykaa gives some beautiful packaging which is
intimidating for customers. Online platforms also give customers
discounts and also provide them with the choice to choose from
multiple products, which is not the case in offline purchases.
However, offline dedicated stores such as Health and Glow,
Nykaa which provide vast range are growing.
The target segment is a working woman who has a job and
chores to do along. To keep herself freshen up she follows a
normal routine of face wash and moisturizer which is a bare
minimum. She is occupied with her work which makes her sleep
late at night and also makes her wake up tired in the morning
becomes a norm before going to the office. Our product not only
keeps the acne away, boosting her confidence, but also keeps her
face fresh throughout her stressful day.

S. No. Question
What are their recent purchases for
skincare? How did they go about
making the decision? What was the
4
trigger for making the purchase? Who
were the influencers? What was the
acquisition funnel?
When was the last time they bought
5 skin care product & which brand? How
was the experience of using the same?
What are their needs from a skin care
6 product, whether articulated or
unarticulated?
Answer
What
The recent purchases of skincare were facewash , face mask and
foundations .The decisions are quite spontaneous and are taken by
suggestion from friends or family/or after through research if its a
new product and if it's old products, they were brought from online
stores like nykaa . The behaviour observed is that the consumer
went to buy one product but the ads were so tempting on the site
that it made them buy other complementary products as well.
Increasing their purchase size.
They bought skin care products in a repetitive cycle, that being said,
they bought every month on an average depending on the usage.
The brands bought mostly were The Bodyshop, Maybelline,
Himalaya, Nivea, Minimalist, Lakme.
The articulated needs that the consumer wants from a skin care
product are that it prevents acne and other skin issues as promised
by the product and doesn't harm the skin. The unarticulated needs
from the skincare products are that it makes their skin fairer and
even tone and brings a glow to the skin. Repeated usage of the
product doesn't harm the skin. The product should work like a
foundation like that as if provides instant and faster results.
Why
This is where recent purchases, such as these products, are
demanded by the daily routine. Girls want to look better . The
purchase decisions are spontaneous because the claims that the
product makes are pretty intimidating. Certain claims seem like
you have not achieved the best of how you look or present make
the Purchase. Foundations are used to even tone the dark circles
formed by late-night sleep. The influencers are mostly the close
ones as they are more trustworthy as they have already used
which acts as testimonials for the consumers. The complementary
purchases are majorly made because the customers weren’t
aware about the complementary products existence, and through
advertising, products benefits were shared with the customers.The
decision funnel is mostly getting choosing between offline and
online channels based on convenience and discounts offered.
Because of the routine, they followed on a daily basis. The
experience of using the product and platform is convenient and
useful leading to the repeat purchase of the product.
Every woman wants to look beautiful. They want clear skin, and
even a small scar or acne demeans her beauty. Social status is
very important, like how others look at her, especially guys
because she wants an acceptance of beauty from society, this is
the unarticulated benefit she needs apart from the articulated
benefits promised by the products.

S. No. Question
What contact points (advertising, word of
mouth, in-store, etc), are most influential for
them in general? When and where do they
occur? What is the rank order of importance
7 Advertising > In-store. They are most receptive to communication
of these contact points for the category?
When and where are they most receptive to
communication? When does the consumer
consume media?
What information / help do they seek about
this category? (facts, price-offs, discounts,
8
messages, imagery, reviews, issues, etc).
Where and how do they get this information?
Answer
What
Word of mouth comes out as the hero in contact points that are
most effective. The whole target group is influenced by their
fellow female friends or relatives. It occurs while discussions are
going on between them in general or about some female related
problems. The rank order will be as follows WOM > Influencers >
when there is someone they trust is advising them, which could
be a friend, relative, influencer or an already established brand.
The consumer consume media related to beauty products when
they seek some advice or they want to find a new product when
the old remedies are not working.
The facts about the products are easily sourced from google and
other sites. When it comes to discounts, consumers' contacts are
registered with brands, so they get personalized messages with
respect to discounts offered. Which tends to be very lucrative for
them. The reviews and images of the product are again clearly
visible on the product description page of the e-commerce
platform. When it comes to issues, the easy way for them is to
fact-check the benefits offered from either the reviews or
consulting it with friends who have already done it before so that
there are no side effects.
Why
WOM turned out to be the most influential because the
biggest influencer for all of the study participants was
their sisters, mothers and female friends. Influencers
were the second choice for taking beauty advice.
Advertisement on social media are the next contact point
due to reach. The last spot is for In-store contact which
has been decreasing day by day due to more customer
indulgence on digital media. Taking advice from trusted
source indicates the vulnerable nature of the fairer
gender which is more prominent is a country like India.
Usually when all other usual channels are not able to
satisfy the consumer, they try to find answers on digital
media for their beauty problems.
The core fact about target segment is that ‘Trust’ is a big
and important issue for them. In order to trust a new
beauty brand / remedy they need to take a closer look at
the brand in question. Only after thorough research,
would they consider a new brand, which they have not
used before, for their use.
Google is the most used search engine in world as well
as India (94% of all internet searches), thus it can be
said that this brand is also trustworthy to turn out best
results for the queries of target consumer.
Other than the simple google searches, blog pages
related to beauty products are also a prominent source
where females go to get news about the recent
happenings in the beauty industry.
Communication Challenge
Current
Acnes are due to an individual
Think, feel, believe skin's receptiveness to the
(Mindset) environment, and there can be no
permanent solution for the same.
My acne problems will get treated
with regular face wash and serums
Do (Behaviour) as and when they come, There is
No need to use them on a regular
basis.
Desired
Acne is treatable, and with the
consistent usage of our products,
one can get acne-free skin.
To purchase serums for their
active acne problems and switch
to other brand products like face
wash on a daily basis, even if the
acne are gone, so that it doesn't
come again.
 CONSUMER INSIGHT
PROBLEM NEED

The power to
● Friends and family are the first
express myself and
trustworthy source of advice for
get validation of my
skin care related products.
A product that solves my beauty in the
Acne, pigmentation and society.
● People feel confident when they
blemishes problems. have a clear,glowing and acne free
skin.