Ca'shara Cosmetics

Ca'shara cosmetics manufactures and markets skin care products. It is a famous brand with $15 billion annual revenue.

I am the Brand Manager in this company, and my responsibilities are  to identify different brand positioning, apply various branding techniques, select brand elements, create brand associations and build the strong brand in our customers minds. Due to growing request of the natural cosmetics company decided to extend its range and included Ayurvedic materials.

Ayurveda is the ancient Indian holistic health care system that balances body and mind inside out, and has unbelievable results.

Our company's goal is to wisely position brand of Ayurvedic cosmetics. For this matter, I have advisors: Head of the Sales Tina Totter; Brand Consultant Monique Knight and Jim Reding, Country Manager, Staley, and Subkoff research Limited. All of them are well experienced and motivated professionals who have been working for Ca’Shara Cosmetics more than decade.

According to Stanley and Subkoff conducted market survey, there are four distinguished psycho-graphic profiles of  women, and I found two profiles that fit our target the best. These are called  Radical Reformers and Success Seekers.

Radical Reformers are socially aware, well-read, and independent in judgment. They always challenge their status quo and actively pursue personal growth. These individuals are interested in alternative medicine, fitness and healthy lifestyle; they want to make a difference to the world at large and are willing to make small sacrifices for a larger good. Radical Reformers like to be perceived as different and they usually condescending popular tastes.

Ayurveda  primarily appeals Radical Reformers and secondarily, Success Seekers, because they are goal-oriented and highly focused. There is high percentage of women who prefer holistic brand positioning followed by the classy brand positioning.

Ayurveda's target market profile ranges between Caucasian and African women between 18-35 with annual income average of $50,000.00. Market research shows grown numbers of customers' preference of  holistic living, and its percentage numbers lead the survey charts. Holistic seems to be the new mantra nowadays. as the Brand Manager, my duty is to make my company more successful by and using more natural products. My goal is to have versatile options that are suitable for different skin types.

Ayurveda focuses on balance within humans and recognizes three different body types, therefore, it recommends different regiments for all types of body systems: Vata type of body suffers from dry skin; Pittas have combination skin and require cooling and calming, and Kaphas tend to have oily skin and require special types of skin care.