Wonder girls ppt final version - Tween Cosmetics

WonderGirls Age group: 5 to 15

Min Peng, Shuai Wang, Zixin Li, Boer Chen

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

Primary Research - Survey!WonderGirls Surprisingly positive feedback:

49 surveyed in total 78% 22%

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

Cosmetics Market Overview!WonderGirls

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

We market to users.��

Father version

WonderGirls Marketing and Advertising!

WonderGirls We market to users.��

Tween girl version

Marketing and Advertising!

WonderGirls Marketing and Advertising!

We market for partners.

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!Cost Structure

% of revenue

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

Appendix!

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

Initial Report!Girls‘ first cosmetic setLast Modified: 04/22/2014

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


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%


Max Value 4

Mean 3.77

Variance 0.39


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


#! 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%


2 Your friends/classmates 34 87.00%

3 TV commercials 13 33.00%

4 Display in store 12 31.00%


1 Your parents 9 23.00%

6 Movies and TV series 6 15.00%


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?!


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%


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


Max Value 4

Mean 2.29

Variance 0.33


Total Responses 51

10. What will motivate you most to buy cosmetics for yourdaughter?!


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%


Mean 2.31 Variance 1.34


Total Responses 51

11. What’s the age that you think a girl could have her owncosmetics?!


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%


Mean 3.73 Variance 0.4


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)


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%



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

No Johnson and Johnson

not really... no

曼休雷登

nope No No

Benifit no no 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

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?

Statistic! Value!

Total Responses 43

Date post:	20-Jul-2015
Category:	Small Business & Entrepreneurship
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Wonder girls ppt final version - Tween Cosmetics

Small Business & Entrepreneurship