Post launch evaluation of perfect skin natural makeup; Lakme Ltd.

Abstract

TITLE: To make a post launch evaluation of "Perfect Skin Natural Makeup" and hence suggest its repositioning, if any. OBJECTIVES: 1.To check the consumer 'fear psychology'/perception about makeup. 2.To profile the user segment and their characteristics. 3.To evaluate the product on its physical features. 4.To study advertising effectiveness. MAJOR FINDINGS AND RECOMMENDATIONS 1.The awareness of Perfect Skin is very poor. In both Bombay and Bangalore only 30% of the respondents were aware of the product. It is therefore, imperative to increase consumer awareness. 2.Cannibalisation of Satin Glow market by Perfect Skin is highly unlikely as the percentage of women aware of both the products is very low, just 27% in Bombay and 28 % in Bangalore. 3.Lakme as a makeup brand is Top Of Mind for 75% women in Bangalore and 70% women in Bombay. Foreign Brands of makeup account for 17% in Bangalore and 23% in Bombay, The main competitive brands are Gala of London, Cover Girl , Estee Lauder, Revlon, Chanel, Christian Dior. 4.Higher Income groups (6000+) have poor awareness and still poorer user rate of Perfect Skin as compared to other income groups. Higher income groups are more attracted to Foreign Brands. There is a possibility of repositioning on price keeping in view the premium image of lakme. 5.Advertising is unable to position Perfect Skin as a daily wear product. There is a need to explicitly show Perfect Skin as a product for daily use. 6.The attribute ranking was found as follows: Good for the skin> Natural look> Shades match the skin tone> Light makeup> Spread ability> Not heavy> Matte finish> Glowing finish> Wrinkles> Perfume. Therefore the advertisement should de-emphasise matte finish and emphasise Natural look. 7.0n Shades: An overwhelming 80% of the women preferred the new nomenclature. No women in Bangalore referred to herself as 'dark' The colour dark cannot succeed. 8.0f the other cosmetics mentioned in the survey 'moisturising lotion' is most frequently used for daily purpose. As Perfect Skin is positioned for daily use it can effectively compete against daily wear products by stressing that it has a moisturiser. 9.Perfect Skin is being used only for special occasions and hence infrequently. The fear Psychology is the fear that if worn daily it would make the wearer look made-up. Perfect Skin can be dissociated from makeup and positioned as "perfect " or "natural look " cream. 10 The core value associated with Perfect Skin is a " Natural look makeup " .