Our Cosmetic Lineage

Our selections are therapeutic, made for sensitive people, and provide the ultimate from nature's garden

Competitors
In the Make Up Removal Segment

Introducing Veeba Essential Make Up Remover Gel

From the lap of Mother Nature, comes yet another creation from the Veeba family. Veeba Essential Make Up Remover Gel is a new line of cleansing variants launched ,in order to further enhance the holistic beauty and wellness of the Veeba Woman. The Veeba Essential Make Up Remover Gel ,like all Veeba products, is fashioned using organic qualities and superior technological prowess. With the use of revitalizing benefits of natural herbs and extracts, our experts have created products rich in vitamin and mineral complex to elevate the cleansing process to an instant therapy solution! Unlike the tedious three step process of toning,cleansing and moisturising, Veeba Essential Make Up Remover Gel combines all these applications to enhance and preserve your skin.Using the Ultra-Soft Moist Wipes is easy and effective as it cleans the skin off dirt and make up residue,leaving healthy,nourished skin! Launched in four variants for different skin types,the Veeba Essential Make Up Remover Gel augments our basic belief-Only the Purest will Do for You!

Competitors-Cleansing Category
This segment consists of competitors in two segments- the high end or the low end. In India, most women use the three step process to remove make up-cleansing, toning and moisturizing. Almost all are unaware of the presence of a make up removal cream/gel/application. This category is very niche and up market Competitors include- Avon, Mac, Oriflame, and the strongest one being Astringents Also a very interesting thing in the remover category is that there is a separate remover kit for Eye Make up and a separate remover kit for normal makeup

Astringent

Avon

Oriflame

Mac

Introduction to Product
Normally people have to put in a lot of effort to remove their make up once back People find it too tiresome and trying to put in these efforts and in turn do not remove the make up at times resulting in problems of skin Also make up removers are of two types one the eye make up remover and the other a normal overall make up remover Looking at this scenario of the make up remover segment, we decided to carry out conversations with users as to what they seek from a make up remover

Pricing Strategies: Competitors Brands

Lakme Matt Effect

Cleansing Milk (Price)

-

Size
-

Astringent (Price)
400/-(approx)

Size
3 in 1 pack (Astringent, Face wash and cream) -

Premiumnes s
Regular

Himalaya Body Shop Maybelline Lakme 9-5 make up remover Oriflame

65/445/-

100ml 225ml

Regular Premium Slightly higher end Slightly above regular Premium, high end but not niche Very Niche category

Eye and Lip make-up remover : 125/- for 40ml 120ml for 295/No separate eye make-up remover. Full face make-up remover :349/100ml $4.5 110ml One set containing four bottles of 110ml for eye and face remover

Mac

Pricing Justification
The dominant competitors for make up removal segment would be Cleansing milk and Astringent in the Indian Markets Very niche segments use make up removers of high end cosmetic groups like Mac and Oriflame The pricing used by the astringents and cleansing milk is around 65 to 100 rs. for a 100ml bottle Whereas the pricing for a 40ml or 50ml bottle of high end cosmetic groups are around 225 to 400 rs. The segment is clearly filled with products which are loosely categorized as make up removers but are actually tiresome toners which make you put in lot of hard work for example the astringents and cleansing milk Also the high end products dont fit into everyones pocket and each high end product has a separate remover and long process We are offering a three step process and our brand is neither too low ended nor a niche product Also our product offers various attributes like easy to apply and remove, its organic in nature, available for various skin types, soothes your skin and refreshes it, does not leave the make-up effect. Taking into account all this, we have priced our product at Rs. 375 and this is our introductory offer available with wipes

Insights:
Something which easily removes make up An easy to apply and easy to remove toner or something similar When I apply one toner I should be able to remove the make up completely and not get into the details of removing eye make up separately I am a busy professional and love applying make up. But it is tiresome to remove it. I would like something that removes make up in five minutes and solves my issues I want a remover which not only removes my make up but also protects and soothes my skin from all the harm caused by make up I want a remover which removes make up faster and suits my skin type

Sarah Deshmukh-24 Infosys trainee, New Delhi. l am a busy professional and love applying make up. But it is tiresome to remove it. I would like something that removes make up in five minutes and solves my issues.

Kokila Shah, 34 homemaker,Ahmadabad. I want a remover which removes make up faster and suits my skin type . Something that avoids my skin from drying.

Product Concept
Looking into these insights we came up with a product called The product is basically a
A cream to be applied once back home After 10 mins you can peel it off like you would a facial cream and with it all the make up would be removed After removing the peel, you should apply an overnight cream which would soothe the skin and make it refreshing This product will be made available as per your skin type i.e. oily, normal, sensitive, dry etc

Product Concept
Targetting Personal Profile-4 profiles

Positioning
Product Attributes

 Aloe vera Lawsonia inermis Rubia cordifolia Cinnamomum camphora Normal skin Dry skin

Saponified Organic Vegetable oil Jojoba Oil Organic coffee grounds

Sensitive skin

Oily skin Lavender virgin coconut oil Shea butter Lavender essential oil Marjoram extract

Organic palawan honey Organic rolled oats Organic vanilla extract

Positioning