THE GROUP 7

Presenters:
Akanksha Chandra (02) | Ankita Dwivedi (14) | Rashmi Biswas (38)
28-02-2019 Rishabh Jain (39) | Shivani Agarwal (50) | Tanya Chaudhry (55) 1
 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

Makeup artist Jillian Dempsey spent time in Paris and London

honing her skills before returning to her native Los Angeles where
she is sought after by the Hollywood set (including Kristen Stewart,
Jennifer Lawrence, and Kate Winslet) for red carpet appearances
and editorial shoots.

•Launched in 2015
•Easy-to-use, finger friendly
•Made with organic and natural ingredients
• She has also partnered with 'Avon' for a new cosmetic line.
•She owns a website that contains her blogs about the latest trends
in the beauty industry

Healthy makeup solutions without any questionable ingredients.

Feel good about your beauty!
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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

• Huge size of the market

• Fastest growing economy
• Increase in ease of doing business
• FDI policy liberalized
• Rise in UHNI’s & HNI’s – $3.9 trillion of wealth
• fourth-largest population of millionaires in the Asia-Pacific region
• High spending consumers are well aware of the various skincare and
wellness brands and their products
• Technology and Rapid urbanization changing consumer preferences
• Conscious of what ingredients and processes are being used to
manufacture the product
• Openness to trying new products
• Demand for the brand experience due to huge influence of
Bollywood celebrities
• Looking good in India has become more important
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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

INDUSTRY SCENARIO
• Rising purchasing power and growing fashion consciousness
• Shifting towards ‘natural’ and ‘herbal’ cosmetic products as they are
associated with bio-active ingredients and safe for human skin.
• Huge appetite for foreign cosmetic brands in India and high-end
merchandize
• Cosmetics Market is growing 15-20% annually
• The retail beauty and cosmetics market in India currently estimated
at USD 950 million is pegged at USD 2.68 billion by the year 2020.
• Women contribute to over 85% of the Salon industry revenue
• Well-travelled consumers

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

CHALLENGES IN INDIAN MARKET

• Presence of customers in different geographical areas and inability
of suppliers to reach the target customer necessitates that luxury
brands targeting India develop innovative models for distribution.
• Lack of suitable infrastructure, high tax rates, rental costs and parallel
growing market of counterfeits are some major problems that are a
cause of concern for luxury players entering India.
• For closing the sale and retaining repeat customers, brands must
deliver influential, enlightening and touching experiences since the
physical store experience
• Increase competition from e-commerce websites offering luxury
brands (Nykaa, Amazon)

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

Other competitors in the affordable segment:

Loreal Paris, Lakme, NYX, Colorbar, L.A. Girl, Revlon, P.A.C, Makeup
Revolution
Online aggregators selling premium brands:
Nykaa Luxe- Guerlain, MAC, Estee Lauder, Clinique
Amazon.in
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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

FEMALES - 25-45
HIGH NET-WORTH INDIVIDUALS

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

BOLLYWOOD INDUSTRY
FASHION & LIFESTYLE INDUSTRY
HIGH NET-WORTH INDIVIDUALS

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

TAKE ADVANTAGE OF VISUAL SOCIAL NETWORKS

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

USE FACEBOOK ADS TO TARGET LUXURY SHOPPERS

TAKE THE IN-STORE EXPERIENCE ONLINE, AND THE

ONLINE EXPERIENCE IN-STORE

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

DO NOT UNDERESTIMATE THE POWER OF GOOD SEO

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

CREATE ASPIRATIONAL CONTENT TO EDUCATE

CUSTOMERS
E.g Qosy - The luxury blog

BUILD EXCLUSIVITY ONLINE

Exclusivity can be created online through private member groups, concierge services, or digitally-
delivered loyalty perks that are reserved specifically for previous customers.

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

BRAND LAUNCH EVENT

Partner with Wildbytes (Design agency, launched Fenty Beauty by Rihanna in collab with Sephora)
The Chambers, Mumbai
Press Note 2.0
Blogs
Articles

BRAND ASSOCIATIONS
Mickey Contractor, Sabyasacchi Mukherjee, Neeta Ambani

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ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

EDITORIAL SHOOT
Calendar release
In-house shoot
Celebrities like Lisa Haydon, Diana Penty, Soha Ali Khan, etc

STORE LAUNCH EVENT

Mumbai- Palladium, Delhi- Select City Walk
Entry only via invite to calendar girls, Bollywood industry professionals, lifestyle influencers
Personalized Invitation ( Tablet, 360 degree store video, some products)

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ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

SNAPCHAT WALL
Outside stores
Scan & Click (for non-target customers to engage with brand)

PRINT PROMOTIONS
Post Sponsored articles
Branded Content
Special pages in magazines

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

BUDGET
Launch event – INR 4 Cr.
Photo Shoot with Dabboo Ratnani – INR 3 Cr.
Store Launch with the Products – INR 4 Cr.
Luxury Magazine articles: The Luxe Café The Verve, La Polo, Oomph, Celoxis – INR 3 Cr.
Social Media Videos – INR 1 Cr.

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 ABOUT SHOP MAKEUP INDIA COMPETITION SEGMENTATION TARGETING COMM. STRATEGY

THANK YOU

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