l'oreal brandstorm 2012 pre-case_mmm
DESCRIPTION
Pre-case presentation of our team in L'Oreal Brandstorm 2012 competition.TRANSCRIPT
PRE-CASE STUDY
Marta BednarskaMagda Filipska
Monika Madrzejewska
I. THE
MARKET
Welcome to Polish Beauty and Personal Care market!
Beauty and Personal Care in Poland, June 2011
Polish consumer
1. Prefers to buy beauty products at drugstores (Rossmann)and health & beauty
specialists (Sephora, Douglas).
Polish consumer
2. Is loyal to Polish brands (especially skincare and suncare products)
Polish consumer
3. Recently, more and more important target become also men, whose needs concerning cosmetics also increased
recently (forecast of sales Man's grooming product is predicted to raise from 3,2% in
2010 to 17,2% in 2015!).
Polish consumer
4. According to Global Trends report, consumers watch out more about their
expenses, choose discounted products and look for group deal coupons (Groupon,
CityDeal)
NEW TRENDSMEN PRODUCTS
SKIN TYPES
SKIN PROBLEMS
AGE
ORGANIC
ORGANIC BEAUTY, Trans Global Trend Watch, January 2010
ORGANIC TREND
• Organic cosmetics market develops in Europe despite recession.
• The most popular subtypes are:– skin care– colour cosmetics– soap & bath– hair care
• A significant life event, such as having children, encourages purchasing of natural/organic products.
Why organic trend has bright future?
Consumer Trend Predictions 2010
What do I REALLY
buy?
Is this product
certificated?
Was it produced in ethical way?
Is it better in compare
with other similar
products?
SocialAwareness
Main competitors seem to be multinational
manafacturers, such as Procter&Gamble or Avon
Cosmetics...
...however, The Body Shop is created with
certain values. And, what's especially
important, those values are getting
more and more influent to the
avarage consumer.
Beauty and Personal Care in Poland Report 2010
...using natural ingredients, pro-ecological attitude, respect for
employees, fair trade rules, cosmetics not-tested on animals – that's distinguish mark of this brand.
II. THE
BRAND
http://www.yves-rocher.com.pl/
Yves Rocher in PolandSince 1959, Yves Rocher creates
cosmetics inspired by nature. Ingredients comes mostly from company-owned
hearvests located in La Gacilly, France.
http://www.yves-rocher.com.pl/
Yves Rocher in PolandYves Rocher seems to
be the strongest competitor at organic
beauty market in Poland. Beside holding 1,5% market share, it is pretty well known
among customers for its natural image.
Yves Rocher in Poland
Stores (almost 100 in Poland), are mainly located in shopping
centers, some of them has its own beauty
salon. On-line store is also available.
Yves Rocher in Poland
Yves Rocher Foundation is running two social campaigns: Earth – the planet of
women and the Planting Tribe, both
focused on supporting nature protection and ecological education.
Yves Rocher in Poland
If Yves Rocher was a person...
Has French roots
Looks for natural ingredients
Cares about environement,
chooses ecological products
Woman, 25-60 years old
Middle class
Educated, aware of
ecological issues
Expects good quality
www.patandrub.pl
Pat & Rub
Despite its short existence on Polish
market, Pat&Rub got already awarded by
magazines Uroda and InStyle for the best product of the year.
www.patandrub.pl
Pat & RubAs a new company,
Pat&Rub is still on its way to gain
reputation. Despite being new in the
market, they show key signs of rapid development.
Pat & Rub
Products are available on-line and also in Sephora. Pat&Rub closely cooperates
with SPAs and beauty salons, which seems to be very lucrative
distribution chanel for this kind of products.
Pat & Rub
Pat&Rub cosmetics are 100% produced
from natural ingredients. As one of very few producers in
Poland, Pat&Rub is certified with
ECOCERT.
Pat & Rub
If Pat&Rub was a person...
Beauty magazine reader
Wealthy, big city habitant
SPA, beauty salonguest/owner
Looks for certified product,
made in 100% from
natural ingredients
Woman, age 25-45
Shops on-line or in Sephora
Expects high quality
THE BODY SHOP in Poland
L‘Oreal has a very strong position,
altough, The Body Shop brand is not well
known among consumers.
THE BODY SHOP in Poland
The Body Shop has 16 shops in Poland, and no other channel of distribution, such as e.g. on-line shop or
indirect sale.
THE BODY SHOP in Poland
The Body Shop products are known of its colorful packaging,
which is strongly associated with exotic
fruits and other ingredients they are
made of.
THE BODY SHOP in Poland
The Body Shop values are strongly
highlighted. Social campaigns are as
much important as beauty products
itselves.
THE BODY SHOP in Poland
If The Body Shop was a person...
Activist
Wealthy
Woman, 20-50 years old
Educated, aware of ecologyand social issues
Big city habitantsSelf-confident
S.W.O.T.
OPPO
RTU
NIT
IES
STR
EN
GH
TS W
EA
KN
ESS
ES
TH
REATS
International brand,(since 1976)
Green state of mind
Ethical and natural image
Colourful packaging
Products and ingredients inspired by nature
Social campaigns
Distribution
Not well recognisable by Polish consumers
High production cost
High price
Small number of competitors
Variety of natural ingredients
Change of consumer behavior
Polish consumers are open for new trends
Social campaigns - new customers
Lack of organic leader - strong competition
Economical crisis
Consumers loyalty to other brands
Low awareness about The Body Shop brand
The New, Iconic Product
Trends:- specific age
- specific skin types and skin problems
The Body Shop Target:woman, 20-50 years old
The Body Shop social campaigns
are as much important as
beauty products itselves.
A significant life event, such as
having children, encourages
purchasing of natural/organic
products
Activate TEEN-esteem!
Curious
Too shy to ask
„Steal” mom’s cosmetics
Skincare begginer
Future responsible consument
The worst time for self-esteem
NO little peagant queen
‘As the twig is bent, so grows the tree’
Sample productsDaughterage 8-14
Cream cleanser and toner For sensitive skin, delicate protection
Cream Light cream that protects from UV
Colour cosmetic Natural Lip Stick (no colour)
Defend Human Rights
Some percentage of the income from ‘the mother-daughter’ product could be used to raise funds for an educational program about hygiene and personal care targeting kids in orphanages.
Questions?
MartaBednarska
Monika Mądrzejewska
[email protected] [email protected] [email protected]
MagdalenaFilipska