MARKETING PROJECT

TOPIC- FACEWASH
BY VANSH KOCHAR
12-C

WHY HAVE I SELECTED THIS PRODUCT?

Irrespective of your age, one of the most important

skincare steps is always going to be face wash.
This is a fundamental aspect of skincare that you
should not skip because it forms the base of clean
and healthy skin. Most of us practice this. But we
may be taking for granted just how important
washing the face is and thus, often skip it on lazy
days, or don’t do it the right way.
Face wash, or cleansing your face, is a way to
ensure that all that has accumulated on your skin,
externally and internally, is washed off. This allows
your skin to feel fresh, breathe again, and lets it
resume its full function.
Origin Of the product?

While we can’t confirm if kids throughout the

ages liked or disliked bath time, what we can tell
you is that cleansers of all types have been used
throughout the millennia to remove oil and dirt,
as well as dead skin cells and makeup from the
skin (face and body).

The history of cleansing evolved as follows:

initially it was practiced for hygiene, then religion,
and then finally for appearance and vanity. For
thousands of years, cleansers were used solely
to prevent illness and disease. As time went on,
man discovered the cleansing benefits of plant
based cleansers and began using them as part
of religious rituals. Fast forward to today,
cleansers are used as a part of a relaxation
routine, contributing to mental well-being and
constituting a key ingredient in improving or
maintaining skin health and appearance.

Components of today’s cleansers include water,

surfactants (emulsifiers), moisturizers, binders
(stabilizers) and preservatives (to inhibit
microorganisms). Cleansers may also use fillers
(to harden them), fragrance (to mask odors),
dyes (to alter the base color) and lathering
agents (to make them sudsy).
Cleansing methods through the ages

 Prehistoric times: People rinsed dirt off their

skin using water that was usually nearby and
essential to life
 3150 BC: Scraping of the skin, using a tool
called a strigil that was originally made from a
bone or stone. In ancient Roman and Egyptian
times you would have found a strigil in the gym
bag of every male athlete along with a flask of
olive oil which was applied all over the skin
before scraping to remove dirt and oil after
workouts
 2000 BC: First known soap: Sumarian clay
tablets
 600 BC: Phoenicians used tree ash and
animal fat to make cleansers (not too vegan)
 69 - 30 BC: Cleopatra used olive oil mixed with
beeswax as a cleanser and moisturizer
 1775: First known record of bar soap through
saponification (chemical combination of fat/oils
and alkalai)
 1865: First liquid soap was patented
 1884: First marketing of bars of wrapped soap
 1898: A liquid soap comprised of palm and
olive oil was introduced as Palmolive
 1948: Introduction of synthetic detergents
 1990s: The first modern liquid cleansers were
introduced as an alternative to bar soap for
face and body. These days, they are available
in hundreds of scents and colors with a wide
array of formulations that sit side by side on
store shelves. Many include synthetically
derived ingredients, while others are
formulated using clean, plant-based
ingredients.
 2010 - 2020: Indie Lee introduces antioxidant
rich, botanically based facial cleansers that
leave skin feeling soft, supple, clean, clear and
hydrated. They are ideal for all skin types and
are formulated without parabens, synthetic
dyes and synthetic fragrance. 
 COMPETING BRAND
GARNIER
INTRODUCTION
With its headquarters located in the
country of France, Garnier is a French
mass market hair care, skin care and
cosmetics brand whose parent company
is L’Oréal. The company had originally
begun as Laboratoires Garnier in the year
1904 and was acquired by the French
company L’Oréal during the 1970s.
Products by Garnier are available in
several nations across the globe and are
specifically made to suit various cultures
and skin types. Back in 2011, the
company formed a partnership with
TerraCycle for the promotion of upcycling
of containers of various products and for
introducing biodegradable products. This
year saw the sealing of a partnership
between Garnier and an environmental
group known as GoodPlanet Foundation
for the development and creation of a new
line of natural and organic cosmetics. The
hair care and skin care products made by
Garnier are considered as one of the
highest luxury brands in popular use in
countries and continents like India, China
and Asia.

How It All Started and the Gradual Growth of

the Company ?
A pharmacist from the European nation of
France, named Alfred Amour Garnier, laid the
foundation for the now-popular cosmetics
brand Garnier back in 1904. The company was
known by the name of Laboratoires Garnier
back in the day. Its acquisition by L’Oreal
happened in the late 1970s and precisely in
the year 1977. It now boasts of its position as
the second largest brand that is part of the
L’Oreal group. The first product to have ever
been produced and launched by the Garnier
Company was La Lotion Garnier, which was a
plant-based hair lotion that led Alfred Amour
Garnier to secure his first patent rights over
the product. The company, which has stood
the test of time, slowly and gradually
expanded itself into what it is today and
cemented its own reputation as the healthy
beauty expert that provides natural and
nature-based solutions for combating several
skin and hair issues like fatigue, the harmful
UV rays from the sun, acne and pollution.

LAKME
Lakme is an Indian cosmetics brand, currently
owned by Hindustan Unilever. It was a
subsidiary of its parent company Tomco (Tata
Oil Mills) but in 1996, the ownership changed
its hands to Hindustan Unilever. Today, it is
ranked as the number one company among
all the cosmetics brands in India.
HOW IT ALL STARTED
There is a very interesting story on how
Lakme started. Apparently, in 1952, Prime
Minister Jawaharlal Nehru personally invited
JRD Tata to manufacture beauty products in
India. He was concerned that women in India
were spending a lot of money on beauty
products. Thus, Lakme started as a 100%
subsidiary of Tata Oil Mills. The name of the
company is derived after the French Opera
Lakme, which is the French form of Lakshmi,
who is known for her good looks and beauty.
LAUNCHING
As mentioned, it started in 1952. Simone Tata
previously joined the company as the director
and after that she became the chairperson of
the company. In 1996, Tata sold off their
stakes in Lakme to Hindustan Unilever Limited
also known as HUL for Rs 200 Crore.

HIMALAYA
Mr. M. Manal, the founder of Himalaya, in
1930 was a curious man. Once riding through
the forests of Burma saw restless elephants
being fed the root of a plant, Rauwolfia
serpentina, which helped pacify them.
Fascinated by the plant’s effect on elephants,
he wanted to scientifically evaluate its
properties. He had no money just a passion
which led him to achieve its vision. He
borrowed money by pawning his mother’s
jewellery to buy a hand-operated tableting
machine. He spent his days learning about
herbs from local Ayurveda healers and his
nights working on the machine to make a few
hundred tablets. His vision was to ‘bring the
traditional Indian science of Ayurveda to
society in a contemporary form’. It took years
to get success and it was possible only by his
patience, strength and passion. He felt that if
people were provided with safe and effective
herbal medicines, the acceptance level will
increase on its own and they will use it as a
part of routine. He believed that herbal
medicines should be assessed on the same
quality and effectiveness parameters as
conventional medicine. This was possible
through actual research. This was a dream
with many obstacles. But he continued on
despite of the hurdles.

Launching
A person’s passion and dedication always
brings the positive outcome. After 4 years of
rigorous research the herb Rauwolfia
serpentina, Serpina®, the world’s first natural
antihypertensive drug was launched in 1934.
In 1955, Himalaya launched Liv.52, a liver
formulation that makes sure optimum liver
function. It is their flagship brand and a top
selling herbal medicine. In 1999, Himalaya
entered the personal care segment under the
brand name ‘Ayurvedic Concepts’. This was
unchartered territory which brought with it
new challenges and new opportunities for
learning. Starting off operations in Dehradun
way back in the 1930s, the company later
expanded to Mumbai and across the country.
In 1975, the company grounded an advanced
manufacturing facility in Makali, Bengaluru,
India. In 1991, the company relocated its R&D
facility to Bengaluru. They operate in over 90
countries, their products are prescribed by
400,000 doctors worldwide, and millions of
customers trust them for their health and
personal care needs.

CETAPHIL
From humble Texan roots, Cetaphil was
designed by a pharmacist to help patients
more effectively treat their sensitive skin.
The brand launched in 1947 and released
its first product, Cetaphil Cleansing Lotion,
now known as Cetaphil Gentle Skin
Cleanser and still producing the same
gentle skincare results it always has.
Quickly recognized for its effective yet
gentle delivery, the Cetaphil range of
sensitive skincare products started to
grow as the brand advanced sensitive
skin science. 

HISTORY OF CETAPHIL
For 75 years, Cetaphil has been
committed to advancing skin science to
provide you with the best sensitive
skincare solutions. We specifically
formulate our products to care for all types
of sensitive skin.

LABELLING
Skin type: For combination to oily,
sensitive
Specially formulated gentle gel to foam
formula deep cleans and minimizes the
appearance of pores without stripping skin
of natural moisture.
  Designed with a dermatologist-backed
blend of niacinamide (vitamin B3),
panthenol (vitamin B5) and hydrating
glycerin to improve the resilience of
sensitive skin
 Clinically proven to deep clean while
effectively removing dirt, excess oils
and makeup without leaving skin dry or
tight
  Clinically proven to remove 94% of
impurities
 Dermatologist tested and clinically
proven to be gentle on sensitive skin.

INGREDIENTS
Water, Glycerin, Cocamidopropyl Betaine,
Disodium Laureth Sulfosuccinate, Sodium
Cocoamphoacetate, Panthenol,
Niacinamide, Pantolactone,
Acrylates/C10-30 Alkyl Acrylate
Crosspolymer, Sodium Benzoate,
Masking Fragrance, Sodium Chloride,
Citric Acid.
 

NIVEA
1882: Pharmacist Paul Carl Beiersdorf
establishes the company on March 28.
NIVEA originated in Germany. The date
of the patentdocument for the
manufacture of medical plasters is
taken as the date of the company’s
formation. Beiersdorf produces gutta-
percha plasters in his laboratory on the
basis of his patent, laying the
foundations for modern plaster
technology.
1890: Pharmacist Oskar Troplowitz
(born in 1863 in the Prussian City of
Gleiwitz - now Gliwice, Poland) takes
over the company. 1893: The first
international cooperation agreement is
concluded with U.S. trading company
Lehn & Fink for the U.S.
1900: Patent application for Eucerit,
an emulsifying agent. Eucerit is the
basis for Eucerin and, later on, for
NIVEA Creme.
1906: The first overseas branch is
established in London
. 1909: Labello is launched on the
market. It is the first lip care product in
sliding tube packaging. The term
Labello is derived from Latin for
"beautiful lip" (labeo = lip; bello =
beautiful)
. 1911: NIVEA Creme – the first stable
water-in-oil emulsion – is introduced.
The emulsifying agent Eucerit is made
from lanolin, found in sheep's wool,
and is the key to NIVEA Creme's unique
properties.
 1918: The deaths of Oskar Troplowitz
and his partner Otto Hanns Mankiewicz
result in the formation of a formal
company on June 1, 1922 NIVEA 1924–
2010.
1922: Willy Jacobsohn takes over as
Chairman of the Executive Board of the
newly formed stock corporation. The
first self-adhesive plaster is introduced
under the name Hansaplast. In 1925,
NIVEA remodeled its cream in a blue
tin with a white logo.
1925: NIVEA is relaunched in blue
packaging. 1928: Beiersdorf shares are
listed on the Hamburg stock exchange
for the first time. Over 20 production
sites worldwide are already in
operation.
Nazi period in Germany and aftermath
1933: Under pressure of National
Socialist propaganda, the Jewish
members of the Executive Board
stepped down. Willy Jacobsohn,
theformer Chairman of the Executive
Board, heads the foreign affiliates from
Amsterdam until 1938. By adopting a
policy of "honorable tactics", the
Beiersdorf Executive Board, under the
leadership of Carl Claussen, steers the
company through the Nazi period.
Although Beiersdorf retains its own
business culture, it must still cooperate
with the regime.[3]
1936: tesafilm, an innovative
transparent adhesive film, is launched.
 1941: tesa is introduced as the
umbrella brand for self-adhesive
technology. This section does not cite
any sources. Please help improve this
section by adding citations to reliable
sources. Unsourced material may be
challenged and removed. Find sources:
"Nivea" – news · newspapers · books ·
scholar · JSTOR (August 2014) (Learn
how and when to remove this template
message) During World War II, The
marketing manager Elly Heuss-Knapp
distanced the brand from Nazi
ideology.[3]
In 1949 her husband Theodor Heuss
became first President of the Federal
Republic of Germany. 1945: At the end
of the Second World War, a majority of
the Hamburg production plants and
administrative buildings have been
destroyed by Allied bombing. 1945–
1949: Most of the affiliates and the
international trademarks in almost all
countries, in particular in the USA, the
UK and the Commonwealth, and
France, are lost. The Beiersdorf
company begins to regain its
trademarks again. Rest of 20th century
NIVEA Lotion
1950: ph5 Eucerin is launched on the
market. This innovative ointment
focuses on the importance of the skin’s
own natural protective acid barrier in
maintaining good skin health
. 1951: The first deodorizing soap is
introduced under the name of 8x4. The
brand is extended into a product family
during the 1950s and 1960s
1955: Beiersdorf launches a protective
hand cream on the market under the
name of atrix.
1963: NIVEA milk, liquid NIVEA Creme
in the form of water-in-oil emulsion, is
introduced "for all-over body care".
1974: Beiersdorf diversifies its
business and introduces a divisional
structure. At this time, the divisions are
cosmed, medical, pharma and tesa.
1982: Start of steady expansion of
NIVEA as a brand for skin and body
care through large number of
subbrands with international focus.
Introduction of NIVEA Gesicht (face) in
Germany, Austria and Switzerland.
 1989: Change of strategy: Start of the
implementation of a strategic
reorientation process focusing on the
core competencies of skin care, wound
care and adhesive technology.
1990: Acquisition of the Juvena brand,
developed by the Divapharma
pharmaceutical laboratory, founded in
1945 in Zurich.
1991: Acquisition of the La Prairie
brand, originated in the famous La
Prairie clinic in Montreux, Switzerland
1992: Launch of NIVEA's Blue Harmony
advertising campaign. It was placed the
last time in 2005.
1995: Acquisition of the Futuro brand.
The company was founded in Ohio,
USA in 1917 by Georg Jung, a German,
and produced bandages right from the
start. The "Futuro" brand with its black
and yellow packaging was born in
1936.
1999: The company's strategy is
streamlined further to focus on a small
number of strong consumer brands.
Professional wound care and self-
adhesive technology are given the
opportunity to introduce their own
organizational structures.
Twenty-first century NIVEA Bear,
Franklinstrasse 1 in Berlin-
Charlottenburg
2001: The new strategy enables tesa
to become an independent affiliate.
Tesa AG is formed as a wholly owned
affiliate of Beiersdorf, enabling it to
react more flexibly to consumers and
industrial customers Professional
wound care is spun off in line with the
new strategy and contributed to a joint
venture between Beiersdorf and Smith
& Nephew. BSN medical, domiciled in
Hamburg, is founded.
2002: Florena becomes a wholly
owned Beiersdorf subsidiary. The
cooperation dates back to 1989, and
was intensified following the
reunification of Germany.
2003: A new functional group
organization focusing on the areas of
brands, supply chain management,
finance and human resources replaces
the previous divisional organization
 2004: The new skin research center
opens in Hamburg, underscoring the
innovative strength of the globally
successful Beiersdorf group.
2008: NIVEA begins to sponsor the
Times Square New Year's Ball Drop
starting with the December 31, 2008
event, along with Carson's Countdown
on New Year's Eve with Carson Daly.
2010: NIVEA launches its new product,
NIVEA Happiness Sensation, featuring
the song "Touch" by singer-songwriter
Natasha Bedingfield in the commercial.
2011: NIVEA celebrates its "100 Years
of Skincare" festivities featuring several
performances by Barbadian singer and
actress Rihanna.[4] Rihanna's song
"California King Bed" is featured as a
part of the "100 Years of Skincare"
commercial campaign.

PHOTOS
QUESTIONNAIRE