1. Team Charisma

2. Some target customers
Boyfriends
Commuters

3. Some target customers
Environmentalists
Tourists

4. Define the market
Competition
Consumers
& Trend

5. Global market
Worldwide cosmetics market (annual growth rate)
grew by 4.6%
each region and
its distribution
channels
expanded

6. Global market Breakdown of the worldwide cosmetics market (as %)
Skincare product 29.1%
New markets 39.4%
Asia & Pacific

7. Global market
Top 10 beauty markets

8. Chinese market
Current market situation

9. Chinese market Current market trends Product function specialization
Manly product design

10. 1 2 Chinese market Growth opportunities
Chinese male cosmetics market with big potential growth
Improvement of Chinese male consumer awareness in skin care

11. Personal care shops, department stores, online shopping
Chinese market
Characteristics of distribution channels
Personal care shops, department stores, online shopping

12. Define the market
Competition
Consumers
& Trend

13. Main Competitors
Positioning and targets

14. Main Competitors Positioning and targets Kiehl’s L’Occitane Jurlique
Pricing
￥85-650 ￥ ￥
Quantity of Men’s 13 3
Not specialized for man
Core value
Alcohol-free
Natural organic
Medical background
Plant bioactive Mediterranean aesthetics Reject animal experiments
Organic planting
Natural antioxidant
No chemical additives
Classify
Skin types
Botanics
Function

15. Main Competitors Kiehl’s L’Occitane Jurlique Positioning and targets
Target customers
20-35 years old
38% male customers
Both sexes
Marketing strategy
Offer no discount
First-rate service
Mass samples
Social networks Foundations
Press conference Magazines

16. Define the market
Competition
Consumers
& Trend

17. Chinese men’s mental and behavioral traits
High income
High purchasing power
Quick buying
Less tolerance
Different skincare requirement
Attract women accompanying men

18. Kiehl’s target customers
20-35 years old
All family members
Higher degree of education
Higher income
Fashion lifestyle
Experience of living abroad

19. Strength
Weakness
Opportunity
Threats

20. Strengths rising sales growth uniqueness of product
expanding Chinese market share
consumers relationship management (CRM)

21. Weaknesses pricing slightly higher
reject traditional marketing strategies
E-commerce
merchandising

22. Opportunities Threats Immeasurable potential in Chinese male market
Medical background acquires more credibility
Scale effect
High price scares salariats
Chinese consumption concept caters for discount

23. New Product
Marketing Promotion Plan

24. Background Theoretical basis Design basis New Product
Activated charcoal facial cleanser
Background
Theoretical
basis
Design
basis

25. New Product
Product performance

26. A long-term series of anti-pollution products
New Product
Product positioning
Short-term
A long-term series of anti-pollution products

27. New Product Product positioning Pricing 200ml ￥330 200ml ￥280

28. New Product
Product positioning
In Bottle: 200ml ￥330
In Bulk: 4ml ￥7

29. Bundling men’s skincare product with women’s In-store skincare plan
Market promotional plan
Bundling men’s skincare product with women’s 3
Bottle Upgrade 2 1
In-store skincare plan

30. Handing out samples and brochures Opening additional stores
Market promotional plan
Handing out samples and brochures
Opening additional stores

31. Market promotional plan
Phase Three:
Digit Strategy

32. Phase Four: Pulic Relation Campus promotion program
Market promotional plan
Phase Four: Pulic Relation
Campus promotion program

33. Thank
You
Carrie Lin
Coco He
Michael Li
Charisma