Post on 20-Jul-2015
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WonderGirls Makeup Set
Stay beautiful as you are • Light color • Youthful spirits ���
Healthy skin • Vitamin E, Natural Soy, Wild chamomile • Improve the look of skin over time
All-natural ingredients • 100% natural, 100% vegan, gluten free • colored with fruit and vegetable pigments instead of minerals
or synthetic dyes
WonderGirls Lip Gloss
Nothing could be prettier and more subdued than healthy, rosy-looking lips.
Delicious berry fragrance Antioxidant formula Dermatologist tested
Good-for-you color that makes eyes stand out Powder formula blends easily and delivers beautiful rich color and shimmer
Ophthalmologist Tested
Rich vitamin A that nourishes sensitive eyelid
WonderGirls Eye Shadow
WonderGirls Perfect Cheek Blush
Soft, neutral tones that will enhance and beautify without making you look too made up.
Oil-free
Skin-essential vitamins A, C, and E help improve overall complexion
Fragrance-free
WonderGirls Target and Position
High-end, premium, cosmetic pack target girls age from 8-15
Who They Are and Why This Group?
Market Assessment - Size!WonderGirls
In America, There are currently 20 million tweens in the U.S. and they are projected to hit 23 million by 2020 (U.S. Census).[8] Tween (8-12); Teen (13-19)!
SOURCE: U.S. Census Bureau, Current Popula7on Survey, Annual Social and Economic Supplement, 2012.
Age!Both sexes! Male! Female!
Number! Percent! Number! Percent! Number! Percent!
All ages" 308,827" 100.0" 151,175" 100.0" 157,653" 100.0"
.Under 5 years" 20,110" 6.5" 10,273" 6.8" 9,837" 6.2"
.5 to 9 years" 20,416" 6.6" 10,427" 6.9" 9,989! 6.3"
.10 to 14 years" 20,605" 6.7" 10,529" 7.0" 10,076! 6.4"
.15 to 19 years" 21,239" 6.9" 10,840" 7.2" 10,399! 6.6"
.20 to 24 years" 21,878" 7.1" 10,987" 7.3" 10,891" 6.9"
.25 to 29 years" 20,893" 6.8" 10,430" 6.9" 10,464" 6.6"
.30 to 34 years" 20,326" 6.6" 10,034" 6.6" 10,292" 6.5"
.35 to 39 years" 19,140" 6.2" 9,421" 6.2" 9,719" 6.2"
.40 to 44 years" 20,787" 6.7" 10,255" 6.8" 10,532" 6.7"
.45 to 49 years" 21,583" 7.0" 10,584" 7.0" 11,000" 7.0"
.50 to 54 years" 22,372" 7.2" 10,906" 7.2" 11,466" 7.3"
16,151,400 in total
Target Print – Who They Are!WonderGirls Influential • Her toys have been relegated to the
back of the closet. • She knows the lyrics to every Katy
Perry and One Direction tune.
Tech-savvy • She wants to be anything but the age
she is, always looking toward the future, is ambitious
• She knows more about technology than you ever will.
Teenage Issues • Their friends and their status is
everything to them • Still very aligned with parents
hCp://www.adweek.com/news/adver7sing-‐branding/tween-‐machine-‐141357
Target Print – Why This Group!WonderGirls Physical change along with emotion change
• Pre-pubertal: Too old for toys and too early for boys. • Childhood lost: A low self-esteem and high social needs • Unique social needs and desires • Sense of self and peer pressure
Girls are wearing cosmetics at younger ages
Girls interest in makeup fades with age
Graduating from lip smackers"
Are tweens too young for makeup?
hCp://en.wikipedia.org/wiki/Tween_(demographic)
What Does the Buyer Say!WonderGirls Susan Albring !Associate Professor of Accounting ���daughters age 8 and 13 ���
“My younger daughter is 8. She is more interested in makeup than my 13 year old. She received eye shadow and lip gloss from a friend for a birthday gift. She had lip gloss on the other day when she left for school (she put it on herself). However, I would not let her wear makeup on a daily basis until middle school. Her dream is to be on Broadway so I think my concern with her is to keep her young while she is still young meaning don’t let her wear makeup before middle school.”
MaryAnn Monforte !Associate Professor of Accounting ���daughters age 15
“Before her teenage years it would only be lip gloss – for special occasions. Other than lip gloss they are much too young to wear make up that would make them look much older than they are. They grow up too fast as it is!!”!
What Does the Buyer Say!WonderGirls
Kira Reed !Associate Professor of Accounting ���daughters age 4
“ I won’t buy my daughter girl cosmetics even if she’s at her tween age. But I would definitely be willing to pay if there’s some professional service that can help her in the occasions which may require her to wear makeup.”!
What Does the Buyer Say!WonderGirls
Answer! Response! %!Lip gloss! 16" 41%"Lipstick! 15" 38%"
Eye shadow! 14" 36%"Mascara! 12" 31%"
Blush! 10" 26%"Eye-liner! 6" 15%"
Foundation! 5" 13%"Eyebrow Pencil! 4" 10%"
Concealer! 3" 8%"Mineral! 2" 5%"
What do you want most in your first Cosmetic Pack?
WonderGirls Survey Results
What factors influence you most on your choice of cosmetics?
WonderGirls
Answer! Response! %!
Your friends/classmates!
34" 87%"
TV commercials! 13" 33%"
Display in store! 12" 31%"
Online videos! 10" 26%"
Your parents! 9" 23%"
Movies and TV series! 6" 15%"
Survey Results
Where do you prefer to buy cosmetics for your daughter?
WonderGirls
Answer! Response! %!Trustworthy Brand
Specialty Store!28" 56%"
I want to buy my kid’s cosmetics where I buy my mine (cosmetics/skin care products)!
22" 44%"
Convenience Stores/Drug Stores!
21" 42%"
High-end Beauty Products Store like
Sephora!
16" 32%"
Department Stores! 13" 26%"Online! 10" 20%"
Survey Results
Tween Cosmetics Market!
Brands! Pros! Cons! Pricing!
Eco-friendly, safer, skincare products, fragrance free Very expensive Very expensive, $30+
for blush
Maia’s Mineral Cruelty-free, no animal testing, Mostly affordable
Recyclable packaging Not excellent rating and Skin Deep expensive
Easy to find at the drug store, on Amazon and most general
groceries Some products not safe Very affordable. Sale
for under $15,
Eco-friendly, intoxicated Age-8-12, sued for sexualisation Very affordable
Fruit dyed makeup Very expensive, >$50
WonderGirls
Summary – the Need!WonderGirls A Strong Strong Puberty Need
• Physical Change • Influential and Tech-savvy • Self-esteem low • Peer pressure
An Untapped Market • Kid and Adult, market gap
for tween • No industry dominator • Focusing too much on
Eco-friendly
Summary – the Dilemma!WonderGirls Confrontation between user and buyer
Banning is not the answer.
How to tackle the situation and turn to our business opportunity
USER: !Tween girls"(8 to 15)
BUYER: !Parent"Conditioned permission
WonderGirls Hurdles and Opportunities!
Too many small Brands, no industry lead.
Unilever’s brand equity and expertise on skincare
Parents’ dilemma of Sexualisation concern
and good parenting skill
Partner with trustworthy beauty stores like Sephora to provide
professional makeup service to tween girls
“I want my tween girl to feel good and beautiful.
That’s important.”
WonderGirls provides mini pack of basic Cosmetics, a perfect choice for her natural beauty.
WonderGirls How – The Value Proposition!
WonderGirls relies on Unilever’s fifty years of
expertise on Skincare and naturally safe
ingredients to bring out to your girl’s natural
beauty along with professional service.
WonderGirls How – The Business Model!
To Organizations To End Users Service Oriented
Professional Guide
Occasion Based
High End
Post Tween Early Teen
Mini-pack
WonderGirls How – the Channel!
Partner program “Beauty with WonderGirls” • Sephora • Beauty Salon: e.g Truth+Beauty • School ���
What we offer to partner with Unilever • Unilever brand equity and reputation • Co-marketing activities • Sales enablement • Training expert • Free trial • Discount price
B2B + WonderGirls
WonderGirls How – the Channel!
B2C High-end cosmetics store
• Sephora and the like • Department stores
Beauty Salon franchising • While enjoying beauty service,
customers can also buy our products at authorized salons
WonderGirls website • Shop online and has it distributed to home
WonderGirls Financial Assessment!Pricing
Lip Gloss! Blush! Eye Shadow! Set!
Competitors Avg. Price($/oz.) 64.54 72.48 242 379.02
Industry Avg. Margin 12.40% 12.40% 12.40% 12.40%
Competitors Avg. Cost($/oz.) 56.54 63.49 211.99 332.02
Wondergirls Retail Pack Volume (oz.) 0.12 0.14 0.05
Wondergirls Salon Pack Volume (oz.) 0.36 0.42 0.15
Wondergirls Retail Pack Cost ($) 6.78 8.89 10.6 26.27
Wondergirls Salon Pack Cost ($) 20.35 26.67 31.8 78.82
Expected Margin 13.50% 13.50% 13.50% 13.50%
Wondergirls Retail Pack Price ($) 7.84 10.28 12.25 30.37
Wondergirls Salon Pack Price ($) 23.53 30.83 36.76 91.12
Distribution Margin 20% 20% 20% 20%
Suggested Retail Price ($) 35.99
Cost-based & Competitor-price-based Strategy
WonderGirls Financial Assessment!
Sales Forecasting Market Size! 16,151,400!
Purchase Intention of Retail Pack 69%
Attractiveness of Salon Service 83%
Availability of Retail Pack 100%
Availability of Salon Service 30%
Awareness of our product 30%
Estimated Retail Pack Sales in Volume (set) 3,343,340
Estimated Salon Pack Sales in Volume (set) 20,108
Total Estimated Sales ($) 103,379,305.30
WonderGirls Financial Assessment!
Payback Estimation
Total Fixed Cost ($)! 40,834,825.60!
Unit Contribution of Retail Pack ($) 16.10
Unit Contribution of Salon Pack ($) 48.29
Break-Even Retail Pack Volume (set) 2,491,734
Break-Even Salon Pack Volume (set) 14,987
Break-Even Sales ($) 77,046,840.76
0
20000000
40000000
60000000
80000000
100000000
120000000
Q1 Q2 Q3 Q4 Q5
Sales Growth Break-‐Even Line
Breakeven Point
WonderGirls Implementation!
!May! Jun! Jul! Aug! Sept! Oct! Nov! Dec! Jan! Feb! Mar! Apr! 2016!
Duration! !! !!!! !!!! !!!! !!!! !!!! !!!! !!!! !!!! !!!! !!!! !!!!
Prototyping! 48 days" ! !!!! !
Test Market! 60 days" !! !!!! !!!! !
Mass Production!
60 days" !!! !!!!
Advertising! /" !!!! ! ! ! ! ! ! !
Launch! /" !
Post-launch Study!
60 days" !!!! !!!! !!!!
Line Extension!
/" !!!! !!!! !!!!
Specialty Store!
/" !!!! !!!! !!!! !!!!
10-‐July
10-‐Sep
30-‐Oct 10-‐Sep
30-‐Oct
22-‐May
30-‐Oct 30-‐Dec
1-‐Jan
1-‐Jan
10-‐July
Being a Tween, Cool or Tough
• Too old for toys but too young for boys • Trapped between Childhood and Adolescence
• Peer pressure creates anxiety • Further identification by peers • Their friends and their status is everything to them • Still very aligned with parents
• Tween girls are sucked into teenage issues much faster than boys • Body image issues, beauty issues, sensitivity in relationship issues • http://usatoday30.usatoday.com/news/health/2009-02-03-tweens-
behavior_N.htm
Technology Assessment
Chemicals: Good Bad
Avocado Oil Black Tea Leaf Extract
Flax Seed Oil Glycerin
Green Tea Olive Oil
Polysorbate 20 Vitamin E Vitamin C
Water/Aqua White Tea Extract
……
Acrylamides Alcohol denat Aluminum BHA and BHT Fragrance Glycol Mineral Oil Laureth family Petrochemicals Silicone Synthetic dyes ……
A Guided Makeup
I figured, better that she’s informed and has the right tools than she goes into it blinedly with her friends in the bathroom and comes out looking like a clown.
“ ”
Compe7tors
• Walmart’s Geo Girl – Eco-friendly Cosmetics for 8-12 years
• Why does self-esteem drop? The NYUCSC says that starting in these pre-teen years girls become hyper-aware of their bodies and equate them to their perceived worth to others. Their self-esteem is tied to physical attributes and appearance, and girls feel like they can’t measure up to society’s standards.
• http://www.triplepundit.com/2011/01/geo-girl-eco-friendly-cosmetics-tweens/
• “Our view is a 10-year-old doesn’t need anything to be beautiful, but they want to be playful and aspirational. They want a little fantasy, and we want her to feel that she is feeling good.”
• http://www.today.com/id/38566212/ns/today-today_style/t/girls-interest-makeup-fades-age/#.U03dFeZdUpQ
• “Teenagers have this glow, this beauty, that adults try to reproduce. They are very lucky to have it. Don’t cover it up!” she says.
• “Things have to be faster and more exciting in order to entice them.”
Other Thoughts
Predictably, the biggest slice of the tween money pie goes to video games (31 percent), with apparel/footwear and impulse buys, like snacks, tying for second (20 percent each). Consumer electronics and music/books vie for third (10 percent each), followed closely by toys/crafts (9 percent).
Other Thoughts
Money Power
The involvement of parents is not only financial: tweens cannot drive themselves anywhere yet, so Mom and Dad are often making decisions about where and when to go shopping. In fact, 72 percent of all tween purchase decisions are made jointly by parent and child, and 19 percent are made by the parent on the child’s behalf. Only 8 percent of tween purchase decisions are actually made by children themselves.
Financial Assessment Cosmetics Industry Cost Benchmarks Source: hCp://clients1.ibisworld.com/reports/us/industry/compe77velandscape.aspx?en7d=499#CSB
Financial Assessment Forecasted Sales Growth and Break-Even Point
Retail Pack! Salon Pack! Adoption %! Total Sales ($)!Break-Even
Volume 2491734 14987 77,046,840.76
Total Sales in Volume 3343340 20108 103,379,305.30
Q1 Sales in Volume 83583 503 2.5% 2,584,482.63
Q2 Sales in Volume
(accumulative) 534934 3217 13.5% 16,540,688.85
Q3 Sales in Volume
(accumulative) 1671670 10054 34% 51,689,652.66
Q4 Sales in Volume
(accumulative) 2808405 16891 34% 86,838,616.47
Q5 Sales in Volume
(accumulative) 3343340 20108 16% 103,379,305.30
1. You're!#! Answer! Response! %!1! Male! 12 24.00%
2! Female! 38 76.00% Total! 50 100.00%
Statistic! Value!
Min Value 1
Max Value 2
Mean 1.76
Variance 0.19
Standard Deviation 0.43
Total Responses 50
2. When was the first time you want to wear a make-up?!
#! Answer! Response! %!1 Under 5 years old 1 3.00%
2 5 - 8 years old 8 21.00%
3 8- 12 years old 2 5.00%
4 Not until 12 years old 28 72.00% Total 39 100.00%
Statistic! Value!Min Value 1
Max Value 4
Mean 3.46
Variance 0.83
Standard Deviation 0.91
Total Responses 39
3. When did you own your first cosmetics kit? (Not steal your Mom’s)!
#! Answer! Response! %!1 Under 5 years old 1 3.00% 2 5 - 8 years old 1 3.00% 3 8- 12 years old 4 10.00% 4 Not until 12 years old 33 85.00% Total 39 100.00%
Statistic! Value!Min Value 1
Max Value 4
Mean 3.77
Variance 0.39
Standard Deviation 0.63
Total Responses 39
4. What do you want most in your first Cosmetic Pack?!
#! Answer! Response! %!1 Mascara 12 31.00%
2 Eye-liner 6 15.00%
3 Lip gloss 16 41.00%
4 Lipstick 15 38.00%
5 Foundation 5 13.00%
6 Eyebrow Pencil 4 10.00%
7 Concealer 3 8.00%
8 Mineral 2 5.00%
9 Eye shadow 14 36.00%
10 Blush 10 26.00%
Statistic! Value!Min Value 1 Max Value 10
Total Responses 39
5. Rank the following attributes in terms of importance in a girl'sfirst cosmetic set:!
#! Answer! 1! 2! 3! 4! 5! 6! Total Responses!
1 The fun of using the pack 5 10 13 4 6 1 39
2 Safety, intoxicated products 13 6 3 2 9 6 39
3 Instructions on how to do makeup 4 8 3 10 5 9 39
4 Glamorous look after using the
pack 5 8 6 9 6 5 39
5 Ease of both
putting up and remove
1 5 5 9 11 8 39
6 Cute and shiny package 11 2 9 5 2 7 36
Total 39 39 39 39 39 36 -
5. Rank the following attributes in terms of importance in a girl'sfirst cosmetic set:!
Statistic! The fun of using the pack!
Safety, intoxicated products!
Instructions on how to do makeup!
Glamorous look after using the
pack!
Ease of both putting up and
remove!Cute and shiny
package!
Min Value 1 1 1 1 1 1
Max Value 6 6 6 6 6 6
Mean 2.97 3.15 3.79 3.46 4.23 3.17
Variance 1.76 3.92 2.9 2.57 1.97 3.46
Standard Deviation 1.33 1.98 1.7 1.6 1.4 1.86
Total Responses 39 39 39 39 39 36
6. What factors influence you most on your choice of cosmetics?(chooseall answers that apply to you)
Statistic! Value!
Min Value 1
Max Value 6
Total Responses 39
6. What factors influence you most on your choice of cosmetics?(chooseall answers that apply to you)
#! Answer! Response! %!
2 Your friends/classmates 34 87.00%
3 TV commercials 13 33.00%
4 Display in store 12 31.00%
5 Online videos 10 26.00%
1 Your parents 9 23.00%
6 Movies and TV series 6 15.00%
#! Answer! Response! %!
2 Your friends/classmates 34 87.00%
3 TV commercials 13 33.00%
4 Display in store 12 31.00%
5 Online videos 10 26.00%
1 Your parents 9 23.00%
6 Movies and TV series 6 15.00%
6. What factors influence you most on your choice of cosmetics?(chooseall answers that apply to you)
Statistic! Value!
Min Value 1
Max Value 6
Total Responses 39
7. Rank the following attributes in terms of importance regarding yourdaughter's first cosmetic set:
#! Answer! 1! 2! 3! 4! Total Responses!
1 Trusted Brand 7 33 5 4 50
2 Safe Ingredients 38 7 4 1 50
3 Reasonable Price 4 5 26 15 50
4 Good look after using 1 4 15 30 50
Total 50 49 50 50 -
Statistic! Trusted Brand! Safe Ingredients! Reasonable Price! Good look after using!
Min Value 1 1 1 1 Max Value 5 4 4 4
Mean 2.18 1.36 3.04 3.48 Variance 0.72 0.52 0.73 0.54
Standard Deviation 0.85 0.72 0.86 0.74
Total Responses 50 50 50 50
8. Where do you prefer to buy cosmetics for your daughter?!
#! Answer! Response! %!
2 Trustworthy Brand Specialty Store 29 57.00%
4
I want to buy my kid’s cosmetics where I buy mine (cosmetics/skin
care products) 22 43.00%
1 Convenience Stores/Drug Stores 21 41.00%
3 High-end Beauty
Products Store like Sephora
16 31.00%
5 Department Stores 13 25.00%
6 Online 10 20.00%
Statistic! Value!Min Value 1 Max Value 6
Total Responses 51
9. What is your age?!#! Answer! Response! %!
1 Under 20 1 0.02
2 21 to 30 36 0.71
3 31 to 40 12 0.24
4 40 and over 2 0.04
Total 51 1
Statistic! Value!Min Value 1
Max Value 4
Mean 2.29
Variance 0.33
Standard Deviation 0.58
Total Responses 51
10. What will motivate you most to buy cosmetics for yourdaughter?!
#! Answer! Response! %!
3 There’s special occasion
that she needs to do makeup.
23 45.00%
1 She wants it. 21 41.00%
4 You want to make her look beautiful. 7 14.00%
2 Her friends/classmates have it. 0 0.00%
Total 51 100.00%
Statistic! Value!Min Value 1 Max Value 4
Mean 2.31 Variance 1.34
Standard Deviation 1.16
Total Responses 51
11. What’s the age that you think a girl could have her owncosmetics?!
#! Answer! Response! %!
1 Under 5 years old 1 2.00%
2 5 - 8 years old 2 4.00%
3 8 - 12 years old 7 14.00%
4 Not until 12 years old 41 80.00%
Total 51 100.00%
Statistic! Value!Min Value 1 Max Value 4
Mean 3.73 Variance 0.4
Standard Deviation 0.63
Total Responses 51
12. If there is a cosmetic set designed specially for kids, including eye shadow, lip gloss and blush, that cost about $35, are you willing to buy it? If not, why?
Text Response!$ 50 - 70 $50- -70$
60 50 yes yes
Probably not because I would think if you don't start using makeup until you are a teenager you can use regular makeup at that point and not kid-specified makeup.
yes yes Yes
no. The price can be lowered yes
probably not. The price is kinda high.
Yes, it's not expensive. No idea if it is reasonable. Would ask her mom.
depends on quality of that cosmetic set Yes Yes.
No, way too expensive. Yes
No, kids don't need something that expensive
yes y
no yes Yes
I will not buy for her unless she beg me too much. Yes I am
I'd have to look at competitors I might depending on competitors prices
mnm no too expensive
No, thats too much to spend for a child yes yes yes yes
yesyes Yes yes Yes Yes
No. Still consider if the quality is good yes
no too expensive maybe if i need it
Yes
13. What kind of media do you pay most attention to? (choose all answers that apply to you)
#! Answer! Response! %!
2 Social media
(Facebook, Twitter, Pinterest etc)
42 82.00%
3 Magazine 19 37.00%
1 Television 14 27.00%
5 Physical store promotion 13 25.00%
4 Online videos 11 22.00%
Statistic! Value!Min Value 1
Max Value 5
Total Responses 51
14. Have you used or heard of any children cosmetics brand before, ifso, what’s the name of the brand?
Text Response!not really
no no
neutrogena no
Does Smuckers count?
no
No No No
nope Nope. No. No
no Covergirl?
I don't know No No
Wet n wild is for young teens No. n no no No
Nope Nope
no m , no No
14. Have you used or heard of any children cosmetics brand before, ifso, what’s the name of the brand?
Statistic! Value!
Total Responses 44
15. If there is a professional service provided in nearby salons thatdo makeup for your daughter for special events, such as schoolprom, birthday party, are you willing to pay for it? If not,why?
Text Response!yes yes
Yes for certain occasions. Usually the way they work is getting the makeup done is free and you buy the products they used, and I'm not opposed to that if they're already wearing makeup
anyway.
yes no, I can do that myself with better quality cosmetics
Yes Yes. It is convenient and they are professionals
yes Yes.
Yes, if my daughter doesn't know how to make up. Yes.
yes
yes
Yes.
If it's reasonable.
Yes
If they were in jr high or high school maybe for a special occasion
yes,because she need it
n
no
yes
Yes
Yes. For this event, I can pay for that.
No. Donnot trust salons
Sure if she was in to it
Yes I think it would be fun for birthday parties
mnk
no I can help my kids
No, too young
yes
yes
maybe
yes
yes
Yes
yes
Yes
Yes
Yes! Convient and great look for my daughter
yes
yes
yes
Yes