BUS020C416S - Marketing Plan for New Beauty Product/Service

This essay presents a comprehensive marketing strategy for a new beauty product: essential oils tailored to individual skin types. It begins with a description of the product, emphasizing its natural ingredients and suitability for both men and women. The essay then analyzes the UK market, highlighting key trends such as the increasing demand for chemical-free products and the importance of online sales. It identifies key competitors and examines customer attitudes and behaviors, noting the growing concern for product quality and sustainability. The essay also addresses the challenges and opportunities facing the beauty industry, such as the need for transparency and the potential for offering free trials. Finally, it outlines a strategy for market segmentation, targeting, and positioning, recommending a marketing mix that includes appropriate packaging, affordable pricing, and promotional strategies such as discount schemes and previews for loyal customers. This report leverages Mintel research to inform its recommendations and provides a roadmap for successfully launching the new product.

NEW OR IMPROVED
PRODUCT OR SERVICE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Description on the new product...................................................................................................3
Analysis of the market for this product.......................................................................................4
Strategy for the segmentation, targeting and positioning of the product.....................................6
Recommended marketing mix.....................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
In the present era, marketing is important for all the business in order to identify the trend
and demand of the new and existing product and services in the market. Nowadays, because of
the social media platforms marketing become less expensive as compared to the financial
campaigns. If any company really wants to achieve their business goal, then they have to adopt
marketing principles with the help of which they can do anything. Marketing is important to
aware the customers of the company towards their products making process and delivery process
(DeGroot and Schmidt, 2021). It helps the company in winning the trust of the customers by
launching various sustainability campaigns on the different social media platforms such as
Facebook, Twitter, Instagram, YouTube etc. So, in this context this report will discuss the new
product and services which is of beauty category the beauty industry launch in order to gain large
customer base. And for this the report will cover the Mintel beauty and personal care research
company and how they help in finding out the new product of beauty for the beauty industry.
The report will also discuss the key market trends, customer attitude and behaviour along with
the issues and opportunities available to the beauty industry in the market. The report also
describes and analyse different marketing activities with the help of which the beauty industry
can easily launch new product and services in the market.
MAIN BODY
Description on the new product
Nowadays because of the sudden change in the weather without any season impact the
skin of the people get damaged. Because of that they don’t like their skin at all and always in
search that which beauty product are going to suit them. In order to understand this, issue the
new product of beauty such as face essential oil based on the skin texture of the people is the best
and suitable product for the beauty industry. This includes herbal face glowing ingredient for
radiant glow on the customers face. The most important thing is that this new essential oil
product that it is available for both men and women (Ragno and et.al., 2020). The best thing
about this product is that the company before recommending any variety of product first check
the customers face texture and their skin type. This product is available for all skin type and skin
texture and required lots of research for recommending best product to the customers. The
beauty companies can use variety of essential oils for producing this product which suits the
customers face type as suggested by the Mintel beauty and personal care market research

company. The Mintel also suggest that the essential oil is on the trend because the customers are
more buy those products which are available on the best price within same brand.
The herbal essential oil purifies the skin of the customers because it is designed in such a
way that impurities, germs and any makeup which create dirt on the face is get removed. The
essential oil is available in variety of flavour such as lavender, rosemary, jasmine etc. It is
available in different flavours so that the customers get refresh after applying it on face after
washing the washing face. For the oily skin customers, the company can use clary sage
ingredient for preparing essential oil which help in alleviate oily skin issues. The most important
thing about this essential oil is that it does not remove the natural oil of the face which generally
make the face dry (Phaphuangwittayakul and et.al., 2018). These products are herbal and organic
which do not cause any harm to the skin of the customer and also do create any irritation. This
product is 100% natural because it is extracted from the plants but as the process of extraction
involve aromatic compound in that. So, the company have to remove this chemical from the oil
and then combined it with carrier oil in order to make it ready for use. This product is unique and
highly trend in the market because the customers especially women are very concerned about
their skin.
Analysis of the market for this product
Analysis of the market
The market growth rate of the beauty and personal care industry in the UK is expected by
4.07% annually between 2021 to 2025. Mintel report suggest that if the beauty industry with
their new products can attract more customers base and revenue because the respective industry
make around 15366m US dollar in the year 2021 (Jiang and et.al., 2019). The market analysis
also indicates that around 29% of the total revenue is generated from the online sales which
means that companies have to make available their beauty products more online.
Key market trends
Nowadays customers are more concerned about their health and wants to purchase only
that beauty products which are of chemical free and claim paraben and sulphate free products.
That why Mintel company has suggested to the company towards natural essential oil products
that not only nourish the skin of the customers but also make them feel better. The current trends
indicate that the customers are more focus towards improving their overall wellbeing. The

customers especially women are always look for the new products and different styles by
different brands.
Key competitors and their position
The key competitors of the UK in the beauty industry are Benefit san Francisco with
number one in the top 10 UK beauty brands. Another key competitor is Loreal Paris which is on
the 5th position after the Mac on 2nd position, Rimmel London on 3rd position and Bobbi Brown
on 4th position. Mintel report indicate that this all-beauty brands including Maybelline focus
more on the online sales the impact of which is that they now have large customer base all over
the world.
Customer attitude and behaviour
As recommend by the Mintel the customers are more want natural products rather than
chemical products which damage their skins in long term. The attitude of customers is concerned
towards the quality and sustainability of the products rather than their spending patterns. It is
because the annual income of the customers does not put large impact on the buying behaviour
and pattern as all category of people care about their physical appearance. Nowadays most of the
customers before buying beauty and personal care products first look at the ingredients of
product that reflect whether the product contain any chemical or not. This indicate that before
launching any new product first the companies have to decide the ingredients which have natural
properties (Prashar, Sai Vijay and Parsad, 2017).
Issues and opportunities
Issues:
The most crucial issues that beauty industry is facing is to make the customer aware
about the production of their beauty product. They need to provide transparency and
sustainability that their products are as per customer’s desire. Public awareness over the plastic,
animal testing, water pollution are the key challenges that beauty industry is facing. Nowadays,
almost all customers are attached with the online shopping rather than purchasing the products
from the shops and this become another major issue for the industry. After 40s of the customers
the company face whether the products such as anti-aging product that the company produce is
suite to their skin or not.
Opportunities:

To overcome this issue and grab this as an opportunity the company can launch new
products as specified by Mintel report. But the most important thing is that such product must be
in small size so that customers can carry that product with themselves anywhere and also such
product must be affordable (Kühn and Petzer, 2018). Another opportunity the beauty industry
can grab is free trial of the new products on the customers in mall, salon etc. along with telling
them the product benefits. Such an action will attract the customers interest towards the product.
Strategy for the segmentation, targeting and positioning of the product
Segmentation of market
In this market is divided into different segments on the basis of the needs and preferences
of customers. As stated in the Mintel report, beauty and personal care industry have to first
analyse the demand of the customers i.e., divide the UK market on the mainly two groups. First
group involve customers having common need and second group involve people that respond
according to the marketing action of the company’s such as discounts schemes, sustainable
campaigns etc. And for this the companies have to adopt marketing actions such as social media
platforms to reach target markets (Gocłowska and Piątkowska, 2020).
Marketing Persona
The marketing persona of the new product is that it is available for all gender such as
male and female, the existing and new customers both can use this product of all age as stated by
the Mintel report. It is because the customers are concerned about their skin and as the essential
oil is natural and extracted from plants the customers are more attach with this product. As, the
company provide first trial of the product free to the customers that’s why the customers chose
them rather than the competitors (Gocłowska and Piątkowska, 2020). For this the company can
also launch online campaigns and invite customers for trial of the products and take their review.
Benefits of the new product to the customers
Besides providing glow on the face of the customers, this new product also beneficial for
the hair of the customers. For this the customers have to include two to three drops of any type of
essential oil in their daily use hair oil. As specified in the Mintel report, the public are now facing
lots of work pressure nowadays and they are unable to take proper sleep. So, to overcome the
issues of the public and to reduce their stress and anxiety, the beauty industry can launch this
product to their existing and new customers. And despite nourishing the customers skin, the

company can also launch lavender oils i.e., one of the flavours of essential oil with the help of
which the customers can reduce their headache issue and keep their hair shiny and control
dandruff (Gocłowska and Piątkowska, 2020). The companies have to recommend the dosage of
this new product so that no customers face allergy issue etc.
Recommended marketing mix
Product
After analysing the key trends and customers need and preferences in the market, the
most suitable new product the beauty and personal care industry can launch is essential oils. To
manage and improve their brand name, the companies have to use proper packaging of product.
Because of customers are concern about the sustainability, the company can use glass bottles but
which is of small size so that customers can carry it anywhere easily. Besides, glass bottle the
cap of the product is in the form of droplet tube and tic tac so that customers can use it as per the
recommended dosage (Khujamurodov, 2020). As, glass bottles are not safe for transportation
purpose, so the company can use small size cardboard to cover bottle.
Pricing strategy
The price of the new product must be set after analysing the ability of the customers to
pay. Here, from the analysis it is indicate that the customers are more focus on their skin
nourishments rather than the price of the products (Pomering, 2017). But despite all this, it is
recommended to the company that they can set affordable price of the new product based on
their quality and quantity if they want huge customer base and increase in their sales revenue.
Promotional strategy
Promotion is the way through which the company can attract new and existing customers
towards their new products. The beauty industry can offer special discount scheme and other
preview to their loyal customers (Ndofirepi, Farinloye and Mogaji, 2020). Beside this, it is also
recommended to the company that they use digital marketing such as campaign on social media
platforms to attract large customer base. It is also useful to identify the whether the customers are
liking the new product or not by visualizing likes and comments section available on the social
platforms.
Channel and distribution strategy

Distribution channel is the way through which the new products are going to reach to
their ultimate users. Nowadays, customers are more attached towards the online shopping rather
than offline shopping. So, it is recommended to the company to put more focus of the online
sales with fast delivery to the customers. Beside that the companies can recommended to
distribute the new product in large quantity through wholesaler because wholesaler is the
intermediary between the company and retailer (Farradia, Bon and Rully, 2019). It helps the
companies in increasing their sales revenue and achieving their goals and objectives along with
the social welfare.
CONCLUSION
The report concludes the new product and services the beauty and personal care industry launch
in order to expand their business to the next level. The report also concludes the description of
the new products which are on trend in the market as specified by the Mintel research company
in their report. The report also concludes the UK market trend and growth rate in beauty and
personal care industry with the help of which they can launch new product in the market. The
report also concludes the new product benefits to the customers and how this product helps the
customers is solving their issues. The report also concludes that the recommended product,
pricing strategy, promotion strategy and distribution channel with the help of which the
companies can reach to their existing and new customers easily. The report also concludes the
importance of marketing strategy such as social media platforms to identify customers issues and
also help the company in resolving their issues.

REFERENCES
Books and journals
DeGroot, A. and Schmidt, E., 2021. Essential oils: contact allergy and chemical composition.
Routledge.
Ragno, R. and et.al., 2020. Essential oils against bacterial isolates from cystic fibrosis patients by
means of antimicrobial and unsupervised machine learning approaches. Scientific reports. 10(1).
pp.1-11.
Phaphuangwittayakul, A. and et.al., 2018, July. Analysis of skill demand in thai labor market
from online jobs recruitments websites. In 2018 15th International Joint Conference on
Computer Science and Software Engineering (JCSSE) (pp. 1-5). IEEE.
Jiang, Y. and et.al., 2019. The promising effect of a green food label in the new online
market. Sustainability. 11(3). p.796.
Prashar, S., Sai Vijay, T. and Parsad, C., 2017. Effects of online shopping values and website
cues on purchase behaviour: A study using S–O–R framework. Vikalpa. 42(1). pp.1-18.
Kühn, S. W. and Petzer, D. J., 2018. Fostering purchase intentions toward online retailer
websites in an emerging market: An SOR perspective. Journal of Internet Commerce. 17(3).
pp.255-282.
Khujamurodov, A., 2020. Analysis of development of the infrastructure of the stock market in
Uzbekistan and the methodology of its estimation. Архив научных исследований. 33(1).
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian Marketing
Journal (AMJ). 25(2). pp.157-165.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa.
Farradia, Y., Bon, A. and Rully, T., 2019. Green marketing mix role toward sustainability
performance of petrochemical industry in Indonesia. In Proceedings of the International
Conference on Industrial Engineering and Operations Management Bangkok (pp. 3640-3650).
Gocłowska, S. and Piątkowska, M., 2020. Satisfaction evaluation model in the light of marketing
mix theory applied to fitness clubs in Poland. Journal of Physical Education and Sport. 20.
pp.2036-2043.
Online
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MINTEL BEAUTY & PERSONAL CARE. 2021 [Online]. Available through:<
https://www.mintel.com/beauty-personal-care/features>
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