PRESENTATION ON BEAUTY CREAMSPRESENTED BY: TARANJOT KAUR & SATYA PRAKASH

HISTORY OF OLAYOil of Olay beauty fluid was born in the home laboratory of Graham Wullf in the early 1950 s. He dreamt of creating a new beauty product for women that not only made them look and feel beautiful but that also embodied the essence of beauty itself . Using his wife Dinah and research respondent, he began to truly understand what women really wanted. Together, he and his wife had fine-tuned everything from absorption and texture, to the delicate pink shade and instantly recognizable fragrance. By listening to Dinah and understanding her input, he was able to perfect his new beauty fluid. At last, the legendary Oil of Olay Beauty Fluid was born.

With his formula complete and the first batch mixed by hand, he enlisted the help of an advertising agency that he found in the Yellow Pages. They sent account executive Jack Lowe, who quickly became his lifelong friend and business partner. The two soon created a company Adams National Industries to produce and market Oil of Olay. In 1959, Graham felt it was time to introduce Olay to the world and the partners began to expand into England, the United States, the Netherlands, Canada and Germany. Just three years later, Graham sold Olay to Richardson Merrill, which later became Richardson-Vicks. In 1985, Procter & Gamble bought Richardson-Vicks, and gained the Olay brand. In 2000, Procter & Gamble decided to shorten the brand name to Oil of Olay to Olay

OLAY PRODUCTSy PRODUCT TYPES:y Anti Aging y Body cleansing y Body moisturizing y Facial cleansing y Facial moisturizing y Specialty treatments y Sunless tanners

PRODUCT LINEy Definity y Regenerist y Total Effects y Complete y Classic y Total effects

Olay deep cleansing Daily facials Age defying series Olay classics Olay body lotion Olay body cleansing

OLAY DEFINITY SKIN CARE STARTER TRIO PACK

OLAY DEFINITY COLOR RECAPTURE SPF 15

OLAY DEFINITYNECK AND CHEST DAILY RESTORATION TREATMENT

OLAY DEFINITY DEEP PENETRATING FOAMING MOISTURISING

OLAY DEFINITY 14 DAYS SKIN REHABILIATION

OLAY DEFINITY ILLUMINATING EYE TREATMENT

REGENERIST ANTI-AGING EYE ROLLER

REGENERIST REVERSAL TREATMENT FOAM

REGENERIST EYE REGENERATING CREAM+ TOUCH OF CONCEALER

REGENERIST TARGETED TONE ENHANCER

REGENERIST FILLING+SEALING WRINKLE TREATMENT

REGENERIST UV DEFENSE REGENERATING LOTION+TOUCH OF SUN SPF 15

TOTAL EFFECTS+BLEMISH CONTROL

TOTAL EFFECTS EYE CREAM+TOUCH OF CONCEALER

TOTAL EFFECTS +TOUCH OF SUN

TOTAL EFFECTS MATURE SKIN THERAPY

TOTAL EFFECTS DAILY MOISTURIZER

TOTAL EFFECTS NIGHT FIRMING CREAM

COMLETE AGELESS EYE BRIGHTENING CREAM

COMPLETE ALL DAY UV MOISTURIZER NORMAL

COMPLETE AGELESS SKIN RENEWING UV LOTION

COMPLETE NIGHT FORTIFYING

COMPLETE ALL DAY UV MOISTURE CREAM - NORMAL

COMPLETE LATHERING CLEANSER

Olay classic timeliness skincareThe Olay Classic range maintains skin's natural moisture balance for uncomplicated hydration and softness.

TOTAL EFFECTS ADVANCED ANTI AGEING SKINCARETotal Effects is the result of years of state-ofthe-art anti-ageing research. It is their answer to the needs of all skin types. It has been specially formulated to help fight 7 signs of ageing.Visibly reduces Lines & Wrinkles Gives Soft & Smooth skin Visibly reduces Dark Spots Sun protection for Even Skin Tone Gives Firm-Looking skin Radiant, Glowing skin Visibly reduces Pore Size

MARKETING STRATEGIESOlay was available in India as an imported product. Now P&G directly markets this brand with all the relevant marketing mixes in place.Olay has launched its Total Effects anti ageing solution after much consumer research. It had conducted research on over 6000 ladies of age between 30-69 years from three continents and identified 7 signs of ageing Total Effects is differentiating itself through the presence of the ingredient VitaNiacin. VitaNiacin is a patented formulation that contains Niacinamide Vitamin B3 ,Vitamin E and Provitamin B5 Pathenol + sunscreen protection

Olay true to the concept of Global Brand and Local strategy has launched itself with a series of promotional campaigns. The brand has the bollywood diva Sushmita Sen as the brand ambassador. Currently Olay is running two campaigns in the visual media. One campaign is the Olay brand building campaign featuring Sushmita Sen and another is for the Total Effects moisturizing lotion.For the Total Effects range, the company uses a testimonial type of campaign featuring a Model/TV Anchor. The focus is more on the functional benefits of the product rather than harping on any emotional benefits. The brand is positioned as a brand that celebrates beauty within and outside. The brand worldwide uses the tagline " Love the skin you are in ". The brand believes that Looking Good and Feeling Good are inseparable. Loving the skin we are in is the most beautiful feeling of all.

Olay Total Effects is priced at Rs 599 for a 50 gm bottle. By Indian standards, this accounts for a premium category. Olay Total Effects is targeting ladies between the age 30 - 60. Besides this anti-ageing product, Olay has introduced cleansers, face pack and moisturizing lotions. The brand is expected to introduce its blockbuster range of products in India in a phased manner.

y The Productsy According to the company's website, there are some 17 different

cleansers, moisturizers and cosmetics in Olay's Total Effects line that appeal to women with all different skin types. A unique component of the Total Effects line is that it appeals to women with maturing skin who still have problems with breakouts, as evidenced by the line's anti-blemish products. Total Effects also has specific products that appeal to women afflicted with the aging effects of menopause, fragrancefree products, moisturizers with SPF production, an eye cream/concealer combo and a sunless tanning cream.

y The Costy Comparatively, the cost of Olay's Total Effects skin care line is

considerably less than elite department store brands, such as Dior and Chanel, but still more costly that the average drugstore fare. Total Effects products range in price from around $8 to $23. The cost of Total Effects facial cleansers is more modest and runs from $8 to $10. However, the moisturizers reflect a substantial increase in price, averaging from $18 to $20.

PONDSPond's Cream is a brand of beauty and health care products that is produced by the Ponds Institute which is owned by the multinational company Unilever.

HISTORY OF PONDSy Pond's Cream was invented in the United States as

a medicine by scientist Theron T. Pond (?-1852) in 1846.In 1886, Pond's began to advertise nationally. They would, however, advertise under the name of Pond's Healing until 1910. By the twentieth century, the company's main strategy was geared towards selling cosmetics products, and so the "Pond's Vanishing Cream" and the "Pond's Cold Cream" were created, marking the entrance of Pond's products into the facial care industry. Today Ponds is sold around the world. Its strengths are in Spain, India, Japan and Thailand.

In 1910 , Pond s was a well established brand in America. By 1914, mentions of "Pond's Healing" were taken off the ads, and the Pond's company began to advertise "Pond's Vanishing Cream" and "Pond's Cold Cream" together, making sure to explain each cream's different purposes on the new ads. One particular ad line read "Every normal skin needs these two creams .In 1987, the Chesebrough Manufacturing Company by most known as "Chesebrough-Ponds", was acquired by AngloDutch company Unilever, giving "Pond's Creams" a more international reach. Then 14% of the company was subsequently traded privately to Bhosle Group of Industries for an undisclosed amount of money.

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MARIE OF RUMANIA

This image was used in a famous advertisement for pond s hands cream in the late 1920 s

PONDS CLASSIC CREAMS

PONDS WHITE BEAUTY

PONDS FACE CARE

PONDS FLAWLESS WHITE

PONDS AGE MIRACLE

MARKETING STRATEGIESy y y y y y y y

Promotion: Advertisements on Television In serial branding with product placement in DD serials Relationship building: Direct Contact Programs with villagers sales team to visit from time to time to increase awareness, induce trial and repurchase Find and target opinion leaders of the village to increase advocacy for our product POP s danglers, shop branding, bus shelters, buntings Target beauty parlors to stock and advocate our product Presence of stalls during Bazaar offering makeovers and sampling

y Positioning:

Sampoorna Sundarta : The promise of complete beautyy

Emotional appeal to grab attention y Rational appeal to communicate product usage and its positives affects on beauty

FAIR N LOVELYy Fair n lovely was launched in 1978.It contains no

bleach or harmful ingredients.Instead it proves visible fairness in a safe and reversible process.In 2004,it was identified as a super brand.Hul,with fair n lovely has a massive 76% market share.

PRODUCTSAYURVEDIC FAIR N LOVELY FAIRNESS CREAM FAIR N LOVELY MULTI VITAMIN TOTAL FAIRNESS CREAM

FAIR N LOVELY ANTI MARKS FAIRNESS CREAM

MULTIVITAMIN WINTER FAIRNESS

FAIR N LOVELY MENZ ACTIVE CREAM

PROMOTIONAdvertising through TVC, print media ,hoardings, fairness cream constitutes 28% of total TV s. y TV campaign y Fairness meter

TARGET MARKETSegmenting on the basis of:a) Geographic:-target is generally the south zone and then north and west. b) Demographic:Young women aged of 15 to 45 years Middle class and lower class families(rural,urban people) Also men aged 15 to 45 and school boys aged 12-14

UNIQUE SELLING PROPOSITIONy Power of beauty y Fairness in four weeks y Maximum fairness with the power of 8 y For flawlessly Fair skin y Change your story: Fair n Lovely Menz Active

BRAND POSITIONINGy Fair n Lovely would not be a commercial success if it

was not advertised.But it s not being known would not change the class structure of Indian society and the high societal value its places lighter skin tones. y Position itself as the cream that fulfills one s Dreams and Desires y Fair n lovely has been maintaining it s million of young women/customers trust and perceived value toward brand and ruling the fairness cream market in India.

ADVERTISING OBJECTIVEy Affective association:-Destiny and Romance y Building brand awareness and developing strong

customer perception about the brand. y Enhancing brand image y Recall of brand/products Advertising appeal:y Emotional appeal to grab attention y Mass appeal to communicate product usage and its positive effects on beauty y Fear appeal to grab attention

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