Bei Capelli - Marketing Brief

Company Brief –
Bei Capelli the salon started its first branch in Hauz Khas Market, Delhi in the year 2014. In the next 5
years they expanded to the largest metropolitan city in the country Mumbai, at Hill Road, Bandra
and also successfully opened two new stores in Delhi itself.

Ms. Anusha Dutta’s vision and passion towards everything hair drove her to dive into the world of
hair care products and launch the first two products under the same brand.

The brand now stands as an Indian salon and hair care brand. The brand is committed towards
serving their customers and clients’ hair demands and problems.

Products –
The brand launched its first two products in September 2021.

Hair Reconstructing Elixir –

With 10% Biotin and 3% aminoxyl, this serum is a magic potion in a bottle. Biotin simulates keratin
production in hair and can increase the rate of follicle growth, solving problems of hair fall, dryness
and hair growth. Aminexil widens blood vessels that provide better blood flow to hair follicles.

The product comes in a dropper bottle containing 30ml of the product. It is meant to be used twice a
day, few drops on the scalp to see an effective difference.

Protein Repair Hair Mask –

The new Bei Capelli Protein Repair Hair Mask consists of the goodness of gold quinoa and protein. It
successfully repairs dry and damaged hair and helps improve hair texture.

The product comes in a jar containing 250g of the product. The dense cream must be applied to the
ends of the hair after shampoo and let sit for 4-5 mins before a cold rinse for the best results.

Target Market –
Both products are advisable to be used by anyone above the age of 12.

Our target audience includes people of both genders especially from the age group 18-65. Young
adults and middle aged people are those who do face problems when it comes to the volume and
texture of their hair.

The elixir mainly targets those having problems of hair fall, dryness and slow hair growth. The
protein mask targets those with rough, dry and damaged hair looking for smoother and shinier hair.
Brand Voice –
 Professional
 Clinical
 Trustworthy
 Inexpensive


Key Message –
To always provide clinically tested, professional and trustworthy products for our customers.

Price –
The Hair Reconstructing Elixir retails for Rs 1100/- for every 30ml bottle. There is an offer for the
purchase of 2 bottles which will cost Rs 1899/-

The Protein Repair Hair Mask retails for Rs 899/-

Place –
Our products can be purchased online on our website www.beicapelli.com or at any of our Mumbai
and Delhi stores.

They will soon be available on nykaa.com as well

Promotion –
Bei Capelli engages in many activities on their Instagram profile through regular reels and story posts
as well. We work with influencers with a minimum 10k following as paid promotions. We have a
website and advertisements via TV, Radio, Print, Digital as well.