THE WAY FORWARD

• Make-up collection for men

• Include other personal and beauty care products
• Availability of in-house brands
• Introduce a subscription model which includes
 pre booking for organic and international brands
when launched on app
 multiple delivery options up to 6 locations
 healthy skin program –covers everything from –
nutrition, health and wellness
 An option for the customer to ask for the
required less available brand or product

Why app ?
• An Top 3 categories – social media, entertainment and retail
time spent on mobile apps by category
• Anytime anywhere, much faster –primary data
• Share of mobile applications used monthly by internet users
across India in the 3rd quarter of 2019, by category – 64%
shopping appsAs of June 2019, mobile devices accounted
for 91 percent of digital minutes in India.
• 38% of Indians have 6-10 mobile apps daily
• In fact, in 2019, over 19 billion mobile apps were
downloaded in the country, compared to just over six
billion in 2016.
• No of smartphone users expected to increase to 973.89 million
by 2025
• beauty, easy to implement, better reach, refined, narrow
product category , psychology . Higher perceptual benefits,
focusInterface focused on buying make up
• Customer psychology , cannibalization
QUALITATIVE
 Application interface is of prime importance to the customer
when they shop online.
 Personalization is what drives the cosmetic industry. It is
easier to give this experience through an application. App is
easy to browse and loads faster making the whole shopping

experience convenient for the customer.
App makes it easier to focus on specific customer needs and
products. We can focus on giving wide range of products and
giving a very specific display of products
 Value communication is enhanced when the platform is an
app
, drop out for engagement- mobile site
QUANTITATIVE
 Average user spends 4.5 hours on phone daily
 Daily mobile hours is consistently increasing (30% increases in
2019)
 Increase in the amount of time spent suing shopping apps
(50% in 2019)
 Youtube number of users is 311 m in 2020, expected to reach
520.69 ny 2026
Promotions : From 2009-2018, there was a steady increase in
the annual beauty related content in YouTube
Revenue from cosmetics market - eyes is increasing
consistently

Secondary research

The share of cosmetics in the personal care market is consistently

increasing over the past few years and is expected to be 6.14% by 2022.
The online cosmetic market share in India is expected to increase to
$4.49B by 2022
During April and May 2020
• 11% of consumers tried online purchase for the first time
• 16% of them tried new product categories
• 30% increased purchase in existing categories
• Makeup buying criteria – Quality and Brand are of prime importance
• Promotions : From 2009-2018, there was a steady increase in the
annual beauty related content in YouTube
• Revenue from cosmetics market - eyes is increasing consistently.
THE WAY FORWARD
• Make-up collection for men
• Include other personal and beauty care products
• Availability of in-house brands
• Introduce a subscription model which includes
 pre booking for organic and international brands
when launched on app
 multiple delivery options up to 6 locations
 healthy skin program –covers everything from –
nutrition, health and wellness
 An option for the customer to ask for the
required less available brand or product