MARKET REPORT ON FACE WASH

SUBMITTED TO : PROF. ADITI NAIDU PROF. RASHMI FARKIYA

SUBMITTED BY: PRACHI JHALA M.B.A. 2 ND SEM. ROLL NO.-31

INTRODUCTION
Face is the reflection of an individuals physical appearance. Generally, the beauty of a person is described by the look of ones face. Thus, to enhance the beauty of the face people use face care products whose market is growing at double digits. The industry manufactures products like face wash, face cream, face scrub, face toner, moisturizer, cleanser, etc. face wash are used for clarification and purification of the facial skin from dust and harmful rays of the sun and also for toning.

MARKET SHARE OF PERSONAL CARE PRODUCTS

KEY PLAYERS
The size of the face wash market in 2009 was Rs 1200 crore and currently growing at 15.2 per cent year-on-year The key players are

HIMALAYA FACE WASH CLEAN & CLEAR FACE WASH CLEARASIL FACE WASH GARNIER FACE WASH LAKME FACE WASH PONDS FACE WASH

HIMALAYA
Its a product of Himalaya drug company. It owned 24% of market share in face wash market. M.R.P. Rs. 70/- for 100ml. Marketing strategySoumitro Benerji executive vice president, consumer products Himalaya, said just old wine in a new bottle is the typical reaction one could expect at Himalaya drugs The brand rejig has also accompanied by a packaging makeover towards an international look. Advertising has been focused on the modern semi-urban woman who need to feel confident and in charge of her life. What stands out in the advertisements in both print and television is the deliberate underplay of himalayas herbal properties.

CLEAN & CLEAR

Clean & Clear is a line of dermatology products owned by Johnson & Johnson. It have 18% of market share of face wash market. M.R.P. Rs. 70/- for 100ml. Marketing strategy They basically target teenagers who are suffering from pimples. Clean & clear quickly remove d pimples. J&J create a image that Clean & Clear is essential for Soft, with a "healthy & protected" afterglow .

Conti.

The brand was originally developed by Revlon as a line of sensitive skin personal care items in 1957. The "Clean and Clear" name was based on products that contained no fragrance or dyes, and left no residue after rinsing. The original line featured shampoos, conditioners and facial skincare products. In 1991, Revlon sold Clean and Clear to Johnson and Johnson. Their primary focus is on skincare of young women but has extended their range to include products treating a wider range of conditions, recently launching a line of products "SOFT" focused on facial moisturizing. Clean & Clear is currently available in 46 countries.

CLEARASIL

M.R.P. Rs. 75/- for 100ml. Owned 12% market share. Clearasil is a brand of care and acne medication, whose products contain chiefly benzoyl peroxide, triclosan or salicylic acid as active ingredients. Clearasil has a wide range of products both for rapid and sometimes slow acne treatment and for everyday prevention. Clearasil was invented in the U.S. in 1921 by Ivan Combe with the help of chemist Kedzie Teller. At this time it was the first dermatological brand created specially for young skin to fight against pimples (acne). The active ingredients in the original product were sulfur and resorcinol . Coombe used the popular ABC television show, American Bandstand to help promote the product. In 1975, Wolfman Jack signed Contract promoting Clearasil Acne Ointment.

Conti.

In 1961 the brand Clearasil was bought by Richardson-Vicks. In 1985 Richardson-Vicks was acquired by Procter & Gamble together with Clearasil. In 2000 Clearasil moved to the Boots Group portfolio. In 2006 Boots Healthcare International was purchased by Reckitt Benckiser and now Clearasil is a part of the RB portfolio.

GARNIER
Garnier punch line : Take Care !

owned market share- 8% Company : Loreal India Marketing Agency : Lowe Lintas. Garnier is a brand that epitomizes smart marketing practice. This is a brand that came to India in 1991 and crafted a special place for itself in the Indian market.This is one global brand which has understood the dynamics of Indian market.

Conti

Garnier can be considered as a masstige brand. Although positioned as a premium offering, the brand was wise enough to price it reasonable. Currently Garnier is targeting the middle and upper socio-economic class. Globally Loreal is a company that is famous for its product innovation. Garnier too has built its brand by launching new products on a regular basis. A strategy based on product innovation works best for a brand like Garnier. When the consumer sees regular new product flow from the brand, it creates a sense of excitement with in the consumer which will prompt her to stick to this brand.

Conti.

Garnier is positioned as a nature- based ( green) innovative personal care brand which takes care of your skin. The brand has a very catchy tagline " Take Care ". Garnier's positioning strategy is more product based in the sense that it has tried to emphasis individual product properties rather than a common brand image. Most of its commercials are emphasizing on product strengths and innovation. The brand is an example of the success of rational product based advertising success. The brand is also sending a message that Indian consumers are also influenced by rational messages and product innovations rather than mindless emotionalls.

LAKME

Lakme is a Indian brand of cosmetics owned by uniliver. Owned market share- 8% M.R.P. Rs. 75/- for 50g. Lakme started as a 100% subsidiary of Tata Oil Mills (Tomco), part of theTata Group, it was named after the French opera Lakm, which itself is the French form of Lakshmi, the goddess of wealth, also renowned for her beauty. Indian cosmet Lakme was started in 1952, famously because the then Prime Minister, Jawaharlal Nehru was concerned that Indian women were spending precious foreign exchange on beauty products, and personally requested JRD Tata to manufacture them in India. Simone Tata joined the company as director, and went on to become it's chairman. In 1998 Tata sold off their stakes in Lakm Lever to HLL, for Rs 200 Crore (45 million US$), and went on to create Trent and Westside.

Conti.

Even today, when most multinational beauty products are available in India, Lakme still occupies a special place in the hearts of Indian women. Lakme also started its new business in the beauty industry by setting up Lakme Beauty Salons all over India.Now HUL (Hindustan Unilever Limited) has about 110 salons all over India providing beauty services.

PONDS
Owned market share is 10% of face wash market. In 1846, the "T.T. Pond Company" was formed, with Pond and other business people as investors. Theron Pond's health was failing, however, so he sold his portion of the company soon after, and he died in 1852. The company then moved to Connecticut and later to New York City. 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. 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.

MARKET SHARE
0 0
Clean & clear- 18%

0 0 0 0 0 0 0 0

Clean & clear Himalaya 24% Clearsil -12% Himalaya Clearsil Garnier Lakme Pond's Other
Garnier 6% Lakme 8% Ponds- 10% Others -22%

SECTOR WISE EVALUATION

PRODUCT WEIGHT NAME
Himalaya 100ml

PRICE RS
70

EFFECT AFTER USE

2 weeks

EFFECT

RATIN G

Excellant glow, 1 clear skin

Clean & clear Clearsil

100ml

70

14 days

clear skin

50ml

55

14 days

Clear & soft skin Soft & fresh looking skin

Ponds

50g.

35

4 weeks

SECTOR WISE EVALUATION

PRODUCT WEIGHT NAME PRICE RS EFFECT AFTER USE
2 weeks

EFFECT

RATIN G

Lakme

50ml

60

Excellant glow, 5 clear skin,softness

Garnier

50ml

75

14 days

clear skin, fairness, softness

FUTURE GROWTH

The face wash market which is the part of personal care industry had an excellent growth rate in all the major markets of the world in 2005-2006. Since the past few years, people have become more conscious about their appearance and look, leading to a huge demand for these products in the whole world. New products are launched by the leading brands to attract consumers. The trends in all the leading personal care markets show that this industry is showing a massive potential for growth. The womens beauty industry is growing at rate of approximately USD 202.254 billion every year where as the global market for cosmetics alone USD 30.33 billion. The global face wash market is growing at a very rapid pace.