marketing project_group 5

Marketing Management

Lipsticks

The Market Entry Strategy

Submitted to:

Prof. Srinivas Prakhya

Submitted by:

Group 5 - Section: D

Amit Kumar Raman 1011225

Ankita Negi 1011229

Jefferson Kaduvinal Abraham 1011244

Nitin Dhawan 1011259

Vishnu P 1011293

Table of Contents Brief on the Current Market .................................................................................................................... 1

Business Analysis for Lipsticks ................................................................................................................. 1

Customers ............................................................................................................................................... 1

Market size and growth ...................................................................................................................... 1

Benefits that consumer is seeking ...................................................................................................... 1

Decision maker .................................................................................................................................... 2

Retail channel ...................................................................................................................................... 2

Consumer Information Sources .......................................................................................................... 2

Buying Process ..................................................................................................................................... 2

Frequency of purchase & seasonal factors ......................................................................................... 2

Quantity purchased at a time.............................................................................................................. 2

Companies ............................................................................................................................................... 3

Competition ............................................................................................................................................. 4

Lakme’s strategy .................................................................................................................................. 5

Collaborators ........................................................................................................................................... 5

Environment ............................................................................................................................................ 6

FDA Regulation/Self Regulation: ......................................................................................................... 6

Regulation in Indian Context: .............................................................................................................. 7

Social/Cultural environment: .............................................................................................................. 7

Finding & Positioning for the Target Market .......................................................................................... 8

Market Segmentation ......................................................................................................................... 8

On the basis of Geography .............................................................................................................. 8

Population Demographics ............................................................................................................... 9

Psychographic Characteristics ....................................................................................................... 10

Behavioural Characteristics ........................................................................................................... 10

Target Market .................................................................................................................................... 10

Positioning ......................................................................................................................................... 10

Consumer Behavior Analysis ................................................................................................................. 11

The A-C-V Analysis ............................................................................................................................. 11

The Onion Peel Framework ............................................................................................................... 12

Our Product Offering: ............................................................................................................................ 16

Product .............................................................................................................................................. 17

Pricing ................................................................................................................................................ 18

Promotion.......................................................................................................................................... 18

Sales promotion can be- ................................................................................................................ 18

Advertising in media ...................................................................................................................... 19

Public Relation (Spin) .................................................................................................................... 20

Placement .......................................................................................................................................... 20

Appendix A ............................................................................................................................................ 21

Transcript of Interview – Priya .......................................................................................................... 21

Transcript of Interview – Hina ........................................................................................................... 26

Transcript of Interview – Vinita ......................................................................................................... 30

Transcript of Interview – Neha .......................................................................................................... 34

Transcript of Interview – Kusha ........................................................................................................ 38

Transcript of Interview – Richa ......................................................................................................... 42

Transcript of Interview – Deepika ..................................................................................................... 46

Transcript of Interview – Bhairavi ..................................................................................................... 50

Appendix B ............................................................................................................................................ 55

Appendix C: Vote for Popular Lipstick ................................................................................................... 60

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Brief on the Current Market Lipstick remained the most important make-up product in India, accounting for nearly 47% of colour

cosmetics sales in 2009. It is used by most rural and urban middle-class women in India but majority

of Indian women are irregular and “unsophisticated” users of make-up. Some brands have launched

premium packaging and products with added benefits such as long-wearing products and rich

shades or colour with glitter or shimmer targeting festive occasions like marriages. Products which

claim to have natural or herbal ingredients find greater patronage among Indian consumers

although benefits of mineral make-up remains low and consumers associate mineral make-up with

being “good for skin” and “natural”. Several domestic brands are positioning themselves as herbal

and natural to exploit the market.

The global retail value of premium cosmetics usage is $40 per household while that of India is Rs 2.8

($0.0625) per household. This huge gap is an indicator of the growth potential in premium cosmetics

sector.

One important statistic that has been observed in the rural-urban lipstick market is that close to 11%

of the rural female population uses lipstick compared to the 22% among the urban population. This

gives us a 3:1 ratio of rural-urban users. Raja Lipstick owns 79% of the rural market. Another

differentiating factor between the rural and urban markets is the application factor – how many

layers a woman applies on an average. While this factor stands at 1.1 for the urban woman, it is at a

2.5 high for rural women. This translates into higher lipstick usage among the rural population. The

rural market therefore presents a lot of opportunities for growth. But due to the lack of time we

could not go into the details of the rural market and confined ourselves to the urban market only.

Business Analysis for Lipsticks Let us look at the factors for analyzing our market and the current business trends to draw some

conclusions.

Customers

Market size and growth

The market size of lip products in 2009 was 7,970.9 million. Since the gap between the average retail

value of Indian household consumption and world average consumption is very large $ 39.9375 per

household, hence the potential for growth is very large. The increase in the number of working

women, higher disposable income and social expectation [at work] is expected to drive the growth in

this segment.

Benefits that consumer is seeking

A consumer looks for many facets when choosing a lipstick. They are both tangible and intangible

benefits. When a person applies a lipstick they believe it makes them look prettier and improves

their facial features. Different colours are marked as different symbols of social status. Typically

ladies would use a lipstick to boost their self confidence and look attractive. A gloss gives a

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shimmering appearance to the lips, whereas other lipsticks with matte effect would provide only

colour. There are added benefits such as a moisturising effect and smoothening of lips.

Decision maker

The decision of buying a lipstick could be one’s own or with certain inputs from others. The others

here may be characterised as mother, friends, relatives, spouse or simply the saleswoman displaying

the colours to you.

Retail channel

Women usually buy lipsticks and other cosmetics from Retail chains and outlets in malls where they

get varied brands under one roof. Branded boutiques cater to customers who are very certain about

the lipstick which they need to buy and are brand loyal. Small towns have departmental stores

where lipsticks can be purchased.

Consumer Information Sources

Consumers come across information about existing and new products of different brands through a

variety of channels. Print media (newspapers and magazines), visual media (TV commercials) and

electronic media (emails and advertisements) are major sources of information for women. A

friend’s review may also help in introducing new brands of lipsticks. Women are conscious of the

changing trends and fashion statements made and get inspired from celebrities wearing new colours

and their endorsements.

Buying Process

The buying process for a lipstick is mostly need-driven and is occasional. A careful selection from a

wide variety of shades available within budget is done where the customer would look out for

options that meet the need of the hour. Purchase usually happens if a close alternative is met in

terms of shade, brand, quality and budget.

Impulse buying is likely but it is always reasoned out by the lady through some quality of the lipstick

or the unforeseen need. The discounts also add to the impulsive buying routine.

Frequency of purchase & seasonal factors

Certain repurchases happen when a woman runs out of her favourite lipstick colour or finds lesser

options to choose from. Purchases of lipstick shades are made to match with traditional dresses for

weddings or other significant occasions like interviews.

Multiple lipsticks are bought for soon to-be-brides who would need lipsticks for every dress as a

newlywed. Close female relatives of the brides and groom will also buy lipsticks to match with their

dresses if they need.

If lipstick goes bad or has reached its expiry date, then they are thrown and new ones are bought.

There is an opportunity for introducing smaller packs, similar to that of nail polish, which smoothens

demand and more units will be purchased due to lesser price point which will be affordable to larger

section of people.

Quantity purchased at a time

Generally one or very few lipsticks are bought at a time.

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Companies The Indian color cosmetics sector was worth over Rs. 13.8 billion in 2009, representing a growth rate

of over 26% compared to the previous year. The color cosmetics segment is extremely competitive

and has a very high penetration level of over 80%. Out of this, lipstick sales account for nearly 47%,

making it the most important make-up product in India. Lipstick is used by most women from the

urban and rural areas in India. Color cosmetics in India are dominated by multinationals and the top

three players in this field are Hindustan Unilever Ltd., Modi Revlon Pvt. Ltd. And L’Oreal India Pvt.

Ltd. Together these three accounted for over 64% of the total sales in 2009. Hindustan Unilever

leads with a 25% value share. Lakme, also owned by HUL, owns 18% of the market by value. This

makes it the largest cosmetics brand in India. Revlon holds a market share of 19% while L’Oreal

holds 14% of the market by value. Lakme is the first introduction to make-up for many young girls

and is the mainstay of the makeup used by mature middle-aged women in small cities and towns as

well.

The presence of international brands however is still restricted with penetration levels of only 20%.

The primary reason for this dismal level is high pricing. After gaining initial sales on their brand

names, they were unable to bring in repeat purchases. In order to retain their sales growth most of

them have had re-formulate pricing strategies to tap the large Indian middle class. Foreign brands

tend to target women in the upper income range from the 25-30 age categories as this group prefers

better products and is willing to pay a premium for international quality products. Estimates put the

number of this segment at close to 10 million. Some of the major international players include Avon,

Burberrys, Calvin Klein, Cartier, Christian Dior, Estee Lauder, Elizabeth Arden, Lancome, Chambor,

Yardley, Wella, Schwarzkopf, Escada, Nina Ricci and Yves St.Laurent. Two new brands, BeYu and

Faces were launched in India in 2009.

Premium, standard and economy brands are mainly differentiated by their pricing and distribution

strategies. While premium brands like M.A.C are available exclusively only at department stores and

with beauty specialists, standard brands in the medium range like Lakme and economy brands such

as Eyetex by Aravind Laboratories are available at most grocery and health and beauty outlets.

Premium brands are not widely available outside of metros and get most of their sales from Mumbai

and Delhi. These premium brands accounted for only 4% of the sales by value in 2009. M.A.C was

the leading premium brand in 2009 and raked in 54% of the premium color cosmetics sales. Other

leading brands include Clarins and Clinique. Most of these brands are sold through beauty specialists

and department stores. They are also characterized by significantly higher price points, limited

distribution and targeted clientele. Artistry was one of the few premium brands that engaged in

direct selling.

Lipstick is used by most urban and rural women in India. Economy brands like Eyetex Dazller are

available for prices as low as Rs.60/-. Lakme and Revlon’s Street Wear, which normally cater to the

mass market, upgraded their portfolio in 2009 introducing new features like long-wearing products

and rich shades or colors with glitter and shimmer for festive occasions. Avon and Oriflame have also

positioned themselves as mass brands. Revlon Colorstay and L’Oreal Paris define themselves as

masstige brands. They differentiate themselves from mass brands through slightly higher prices,

more premium packaging and the use of international celebrities for endorsements. Lakme and

StreatWear both launched products with premium packaging in 2009. They employ elements like

higher quality plastics and metallic trimmings and colors in their packaging to portray a more refined

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image. In yet another smart method at marketing, Colorbar Cosmetics Pvt Ltd launched Hollywood

Lights Lip gloss which was packaged in a tube with self-illuminating LED light in the applicator.

Packaging design was a key factor in attracting consumers and triggering impulse purchases in 2009.

The top lipstick brands in India today arei:

1. Lakme

2. Revlon

3. Oriflame

4. L’Oreal

5. Chambor

6. Maybelline

7. Avon

8. MAC

9. ColorBar

10. Street wear

The top 10 lipsticks in India as of today are:

1. M.A.C – Lip Conditioner

2. Almost Lipstick by Clinique

3. Lancome – Aqua Fusion Levers

4. Maybelline Moisture Extreme Lipstick

5. Elizabeth Arden – Ceramide Plump Perfect Lip Moisture Cream

6. Max Factor Color Perfection Lipstick in Berry

7. Bourjois – Night Lip Balm

8. Shiseido ‘The Makeup’ Perfecting Lipstick

9. Chanel Super Hydrabase Lipstick Cashmere

10. L’Oreal Colour Riche Lipcolour in Raspberries

The market share of the major Lipstick brands in the US, which is the single largest consumer of lip

care products, is given in Appendix B.

Competition In terms of competition while the Indian lipstick market has been dominated by a few major Indian

players like Lakme, there has been intense entry by foreign firms. Since India represents an

extremely price sensitive market, foreign players need to work out innovative pricing and product

strategies to suit the Indian preference and establish a hold in the market space. Given that Indians

do not prefer to fork out large amounts at one go, many companies have launched their lipsticks in

smaller sizes to make it more affordable to the consumers while at the same time giving them the

opportunity to try out newer products. HUL and Revlon were the first to introduce the small pack

sizes. Revlon introduced its small range of lipsticks. This strategy was soon picked up by other major

players in the market.

The consumers have also benefitted from the intense competition among the different players.

There has been a tremendous increase in the range of new products being introduced for newer

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application concepts. New products include smudge-proof lipstick, liquid lip colour and long-stay

lipsticks. In addition to providing consumers with a larger choice, the introduction of specialised

products has also led to a growth in volumes and has allowed companies to price products at a

premium thereby driving value growth.

Lakme’s strategy

Lakme’s strategy in promoting its brand of lipsticks is to portray lipsticks as a product of everyday

usage. It focuses on the theme of ‘Lakme woman - confidence at work, naturally’. The idea projected

by Lakme in its commercials is ‘You never know who’s watching our lips today’. As market leader

Lakme understands that it needs to grow the category by increasing usage. The campaign therefore

seeks to ‘de-niche’ lipsticks from being an occasion specific wear to that of everyday wear. The

major battle that most players in the Indian market have to contend with is the perception in the

customer’s mind – ‘If I wear lipstick everyday then how will I look special on special occasions?’ The

idea then is to make lips the focal point. While in India the hair and the face have always been the

focal point, the lips have never been in much prominence. Lakme seeks to change which it has done

in the recent scenario by coming out with different ranges of products to suit different requirements.

Lakme: Bridal make up

Competition is also driven intensely by innovative marketing strategies like point-of-sale advice and

beauty counselling. These methods have been very successful at gaining attention, creating product

awareness and overcoming consumers’ lack of familiarity and fear of using lipstick. Strong brand

promotions, good distribution network and continuous product and quality innovation have helped

drive growth for many of the major players.

Collaborators India has a wide market base for lipsticks, be it the rural India, suburban cities or the metropolitans.

We have distributors at all levels, small, medium and large. Mass manufacturers such as Modi for

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Revlon have been large scale distributors in India. At the same time a whole lot of small scale

manufacturers are also present in the market.ii Today, finding a small cosmetics shop in every nook

and corner is easy. The malls also have a large variety of dedicated cosmetics stall lined up to give

the customer more choices at one go. Recently, dedicated retail stores like Health & Glow

concentrating on beauty and well being have started.

For a long time, cosmetics and drugs have been somewhat associated and thus they found place in

the pharmacy as over-the-counter drugs according to FDA guidelines. Products like sunscreens,

antiperspirants and hair care products easily identified as OTC drugs but manufacturers of lipsticks

were then required to demonstrate product safety and efficacy to gain FDA approval.

Certain collaborations are needed to showcase products as safe and get safety approvals. Among

these products such as lipsticks need FDA approval for meeting the safety benchmarks.

Environmental issues such as animal testing, products that are responsible for depletion of the

ozone layer (traces of chlorofluorocarbons), products having Volatile Organic Chemicals (VOC)

blamed for ground level ozone depletion and non degradable had to be dealt with urgency. Hence,

companies marketed and collaborated to make sure their products are termed as “bio-degradable”,

“ozone-friendly”, “animal-friendly” and “recyclable”.

A concern for healthy products also came about after the environmental concerns were met. Thus,

increased use of natural products containing ingredients such as proteins, vitamins, botanical

ingredients like aloe, coca, berry extracts were introduced.iii Healthy collaboration between the

traditional departmental stores and the distributors was seen at early stages.

Brands such as Revlon’s Street Wear and L’oreal’s Maybelline were targeted at the mass market and

could thrive well through the collaborations made with departmental stores and malls. India allows

the entry of imported cosmetics with a high import tariff. Most foreign cosmetics companies selling

premium brands have had a difficult time developing the low volume premium market in India.

Many had to re-work price strategies towards the mass segment. Sometimes, poor assessment of

the size of the upper middle and high-income groups, and price sensitivity even within these groups,

had added to their problems beside price.

There is a big market for not just lipsticks but also products closely related to it, such as the lipstick

case, holders, pouches etc meant specially to keep lipsticks. China has tapped to this market in an

innovative manner; they have produced not just products that are needed for lipsticks but erasers

and candy in the shape of a lipstick for childreniv. Lip balms for kids also have been shaped as

lipsticks to catch the fancy of children at young age. Glosses have a huge teenage market of its own.

Lipsticks from Oriflame, Amway and Avon follow a different strategy of direct selling through a group

of people who typically socialise and influence. They do not sell from shops in the traditional manner.

Their collaborations are entirely with the people.

Environment

FDA Regulation/Self Regulation: The primary incentives for industry self-regulation are

twofold: 1) industry image, and 2) industry independence. Protecting industry image entails the

maintenance of favorable consumer perceptions of safety levels in order to achieve steady retail

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sales. Protecting industry independence entails ensuring adequate industry safety levels in order to

avoid the need for increased federal regulation which would externally impose more stringent

requirements upon the industry.

FDA pays less attention to cosmetics than drugs. However, FDA does prohibit or restrict a number of

ingredients from use, like: Bithionol, Chlorofluorocarbon propellants, Chloroform, Halogenated

salicylanilides (di-, tri-, metabromsalan and tetrachlorosalicylanilide), Methylene chloride, Vinyl

chloride, Vinyl chloride, Vinyl chloride, Hexachlorophene, Mercury compounds. All other ingredients

(raw materials) are allowed.

Regulation in Indian Context: Indian regulations are based on the provisions of Indian Drug

and Cosmetic Act (1940) and the rules made there get amended from time to time. Manufacturing

license for sale is granted by the FDA of the specific State wherein the manufacturing unit is located

and no separate license is required for sale of cosmetics. Manufacturer is required to submit the

relevant information pertaining to the formulation, raw materials used and their specifications,

product quality specifications and safety data in support of the formulation. The information is

reviewed by local (State) FDA and a cosmetic license is granted or otherwise. There is considerable

variation in the norms followed by each State for reviewing the license applications in absence of

specific guidelines on the drug/cosmetic domains and nature of cosmetic claims that could be

allowed.

Technological Environment: Traditional lipstick formulations were designed to impart only

colour. Today's consumers however seek more benefits. The challenge for today's product

formulators is to maintain a product that applies colour while at the same time incorporating

benefits such as moisture-retention, gloss, long-lasting wear and transfer resistance. Applicators that

allow a product to be brushed on, sponged on, or rolled on and ingredients that add gloss have

generated products with the colour transference of a lipstick but the shine and wet look of a gloss.

Also, formulators are faced with increasingly complex compositions in order to meet the escalating

requirements of the lip care market. Today's more robust formulations that allow for the

incorporation of sunscreens and moisturisers in colour lip products have made a cross over product -

one that functions both as a colour cosmetic and a lip protection.

Economic environment: In addition to the social and political concerns surrounding animal

testing, environmentalism, and product safety, the industry gets also affected by the economic

situation. The lipstick products industry had established a ‘recession proof’ image when people

started spending more on relatively cheaper cosmetics product. Recent downturn in global economy

has influenced consumer attitudes towards the kind of products people buy. Instead of going to the

spa, they are spending more time at home indulging in skin treatments with unique textures or high-

tech functions, making them feel special and luxurious.

Social/Cultural environment: According to Li Edelkoort, one of the world’s best known

trend forecasters, there is an interesting connection between body, lips, and timeframe, influenced

by focus and proportion. Many factors come into play when analyzing lipstick trends: emphasis on

particular body parts, celebrities of the time, and most importantly, the economic and financial

status of society in general. Consumers in the baby-boom generation, eager to reduce wrinkles and

smooth out other skin defects, but at the same time they want to opt for natural and nutrients rich

alternatives, e.g. Nutricosmetics.

The rise of ethical consumerism, pressure for the beauty industry to “clean up” from the media and

NGOs, is gaining importance along with the issue of biodiversity and sustainable packaging.

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Finding & Positioning for the Target Market

Market Segmentation

After studying the secondary literature available on the lip colour market we decided to segment the

population on the following lines before we made a choice of whom t target. While our decision is to

primarily focus on India parallels are often drawn with the global scenario.

Our first understanding from the study was that preferences were often clustered. The need that a

woman seeks from the use of a lip colour is never the same between two people. However it is quite

possible to create very fluid segments for populations that look for almost the same benefit.

On the basis of Geography

1. Global and National regions: One characteristic that sets the American and European

female population apart from the general South Asian females is the skin tone. Caucasian

skin tones are extremely light and the preference in these markets is heavily on the pink

colour as it accentuates and complements their facial complexion. The population in India

can further be segregated into two major parts – North India and South India. The women in

the North generally tend to have wheatish complexion and hence their preferences are

toward natural pink colours. The women in the South being of darker skin tones generally

prefer to use brown shades as they go best with their facial complexion. It must therefore be

kept in mind to customise the range of shades and to ensure product availability such as to

be more biased to either the darker tones or the lighter tones depending on either of the

two regions. It must however be noted that this is no hard barrier between the north and

the south but rather a gradual change. Hence we can safely conclude that offering an entire

range of shades will be sufficient to cater to the entire market. The preferences must

however be kept in mind in stock keeping.

2. Cities with different population levels: Larger metropolitan cities would have well

developed metro transport systems that will carry a significant volume of the female

population daily. Such channels then become ideal for promotional campaigns in the larger

cities like Delhi, Bombay and Chennai. For smaller cities promotions would need to be

skewed to shopping outlets and magazines.

3. Rural vs. Urban: These are two very distinct segments that have emerged from our

secondary study. Women in these two regions differ in their preferences of colour, price,

packaging, awareness and use of makeup. Rural women prefer more vibrant and gaudy

colours. They are extremely price conscious and would prefer lowest cost items. They are

heavily influenced by colourful packaging and therefore packaging serves as one means to

attract a significant customer base. Their awareness of brands is minimal. The rural market is

a high growth potential market. The urban market on the other hand has women who are

more interested in value for money rather than low cost. They want good quality products

and natural looks. Muted and nude colours are more preferred and brand awareness is quite

high. The promotional themes would also differ starkly between the two regions – the rural

women should be targeted on the theme of beauty. For the urban women the key benefit

that should be conveyed is that of confidence.

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Population Demographics

1. Age: We divided the Indian female population in 6 categories on the basis of age – teenage,

early twenties, late twenties, early thirties, late thirties and forties and beyond.

a. Teenage: want shine, shimmer, and cute pink colours. They are willing to

experiment. They have a limited budget

b. Early twenties: tend to focus still on pink, but no longer baby colours but rather

more natural shades. Quality starts becoming a consideration. Shine and Gloss are

still important.

c. Late twenties: They prefer muted shades and lip gloss. Mostly use matte colours for

the office. They tend to try more nude shades. Moisturising effects are now

important.

d. Early and Late thirties: More matte, mature look and brown shades

e. Forties and beyond: The use of lip products in this category is more for lip care.

There is a small minority that uses heavy makeup in this category

2. Occupation: We segmented the Indian market into the following three categories on the

basis of occupation.

a. Students: Our focus here was on college undergraduates. They tend to try bubbly

pink colours, with shine and shimmer. They use low priced products and are willing

to experiment more. However they appear to be quite aware of fashion and brands.

They might display hesitance to use lip colours. They tend to prefer more of lip gloss.

b. Working Professionals: These women prefer muted colours, more matte and value

moisturising benefits. They avoid shine and the made up look. They key

requirement is to appear good and presentable without being overt in their use of

makeup.

c. Housewives: These women have very little usage at home. However they tend to

use prominent colours and shine when they attend parties and traditional family

gatherings like marriages.

3. Marital Status: One segment that interested us during our study was the newly married

woman. This lady tends to use more of the lip colour. This is necessitated by her recent

change in social status and the need to continuously meet and host relatives and friends.

While they tend to use prominent colours, anything that is garish and gaudy is avoided.

However this segment is extremely transient since the population tends to quickly move out

of this phase.

4. Education: We tried to focus on two categories in this case which made sense to us

a. Graduates and Post Graduates in urban centres: They have better brand awareness.

For them the natural look is important. They tend to associate quality with price

and brands. They follow magazines and are aware of the latest fashion practices.

This segment relates to elegance as an important theme.

b. Uneducated females in towns and rural areas: They tend to be swayed more by the

packaging, colour and price. They tend to see it as just another commodity and

hence want the lowest prices. They like gaudy colours and buff packaging. Their

brand awareness is minimal.

This classification is very similar to the rural-urban classification by geography.

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Psychographic Characteristics

1. Socio-Economic Classification: There are two categories that caught our attention when

we used this classification.

a. High-society: Actors, business women and the red-carpet regulars. Being ‘flawless’ is the

theme that runs through this segment. They do not need the lipstick for confidence but

rather for perfection. They are extremely brand conscious.

b. Working Professionals: For these women confidence is the key theme. They want to be

identified as being good looking in their natural state and hence would not want a made

up look. These women are brand aware and price conscious.

2. Lifestyle: Two key lifestyles were identified. Socialites and party goers want brighter and

more prominent colours. More responsible and mature women prefer a natural look.

3. Personality: Highly confident and Intellectual women prefer more natural colours. Brighter

colours are preferred by the more expressive and assertive women. Outgoing women prefer

more cheerful colours and the reserved and modest categories like muted mattes.

Behavioural Characteristics

1. Occasions: For parties and traditional events like family gatherings and marriages women

tend to prefer brighter and prominent colours. For regular daily use they would prefer light

nude colours and moisturising benefits. For office and evening wear mattes are preferred in

muted tones with no or little shine.

2. Benefits: There are several key benefits that in varying degrees drive the choice of the

lipstick like style statement, confidence, fashion, emotive expression, beauty, and health

3. Usage rate: We identified two categories here. The frequent user who is in minority sees the

lipstick usage as a mechanistic process. The other category which uses lipstick for specific

occasions constitutes a customer base for which we can increase the frequency and amount

of usage.

Target Market

After analysing the different product offerings that are available in the market place and the

segments that they target we decided to follow a single segment concentration strategy. We

identified our target audience as the urban educated working professional in her early/late twenties.

The product offering that we are planning is a muted matte colour with an adjustable degree of

shine that will be promoted as an office wear and a product for formal occasions

Positioning

The value proposition that we are planning to offer is “confidence for woman on the go”. Our

product which is offered in a wide variety of shades mostly concentrates on the pinks and the

browns which match most natural skin tones. The objective is to provide the consumer with the

most natural look possible. The packaging is designed to be used in a hassle-free manner and can be

conveniently carried around. The product also offers an application of gloss to allow varying degrees

of shine and shimmer as the consumer thinks fit for the occasion. The liquid colour that is also

provided gives a matte finish but is smoother and easier to apply with moisturising benefits. The

colour has enhanced staying power and does not leave any stains and is easy to remove. We are

planning on introducing it in the Rs.400-500/- range. We plan to focus on magazines and malls as our

primary advertising medium. We also plan to harness the youtube as an open source medium of

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“spreading the word”. Another significant strategy we have planned is the use of Haul videos to

ignite a social media revolution in the field of cosmetics. We plan to offer our product mostly in the

retail outlets and malls. The image we wish to portray is that of a high quality product that is

appropriate for regular use.

Consumer Behavior Analysis

The A-C-V Analysis

The Onion Peel Framework

The primary interviews that we conducted offered several insights into how women think, feel and

reason with regards to their decision

colour. The following are few of the observations that we have made:

1. Mental Segmentation by the Consumer

Almost all the respondents that we interviewed had segmented the users of lipcolor on t

basis of age. The respondents observed that the older women tended to use more of lipstick

and more toned down or deeper shades than their younger counterparts. The younger

women on the other hand seem to have an overwhelming liking for lip gloss. They

lighter and more energetic shades with shine and glimmer. This sort of segmentation is self

fulfilling in the sense that all women seem to have this distinction in their mind and their

buying choice gets modified accordingly.

2. The most primal need bei

All the women we interviewed focussed on this one feeling. The use of the lipcolor makes

them feel more confident. The top level emotions that were discussed in our conversations

centred around the objective of looking good. Putti

infer that women link their confidence with their looks. It is as though the use of the lipstick

improves their concept of how they look and this in turn helps to boost their confidence.

3. The idea of exclusivity

12

The Onion Peel Framework


reason with regards to their decision making process for all questions involving their choice of lip

colour. The following are few of the observations that we have made:

Mental Segmentation by the Consumer

Almost all the respondents that we interviewed had segmented the users of lipcolor on t



women on the other hand seem to have an overwhelming liking for lip gloss. They

lighter and more energetic shades with shine and glimmer. This sort of segmentation is self


buying choice gets modified accordingly.

The most primal need being satisfied – confidence



centred around the objective of looking good. Putting these two together we would like to




making process for all questions involving their choice of lip

Almost all the respondents that we interviewed had segmented the users of lipcolor on the



women on the other hand seem to have an overwhelming liking for lip gloss. They want

lighter and more energetic shades with shine and glimmer. This sort of segmentation is self-




ng these two together we would like to



13

One thing that continually seemed to bother us was how women obtain the exclusivity

feeling. Most of the luxury fashion snob goods derive their value from being able to display

or flaunt the product. But this can’t be done with a lip product. The answers that we got in

this regard reinforce the “confidence equation” mentioned previously. The self-knowledge

that they are using a premium product is more than sufficient for them to feel exclusive.

They don’t seem to want or don’t seem to bother if others know or not that they are using a

premium product. The self-satisfaction that they get from the use of a premium product

gives them the feeling of exclusivity.

4. The occasion influences the choice of look

This aspect was uniformly observed across all women. They seem to associate a look with

the specific occasion. For formal events like office wear, they would prefer toned down and

deeper shades. For parties and traditional gatherings they would prefer more prominent

colors and shine. The distinct impression we got was for the former events they want to look

good without looking made up. On the other hand for the latter case they definitely want to

show that they are dressed up and presentable. We believe this has great significance in the

promotional ad campaigns we use. The choice of the setting in the ads should match the

product offering we make in this regard.

5. They want to look good but don’t want anyone to know how

Most of the women we interviewed are from the upper middle income segment. The

prominent feeling here is they seem to want to show that they look good but they want it to

be as natural as possible. The association that seems to have formed in the consumers mind

is “people use it when they don’t look perfect”. Hence they don’t want to consider the fact

that they are not perfect. They don’t want others either to consider that fact and hence

would like the product to look as natural as possible. Again we can relate to the confidence

factor. Somehow they want to look good but appear so without using the product. Hence

using the product actually seems to enhance their self-worth provided they appear as

natural as possible

6. Feelings that consumers associate with their looks

Most of the people we interviewed spoke of how the use of lip color made them feel. The

adjectives used were pretty, beautiful, elegant, feminine, sensual and sexy. The feelings

were affected by the color and shade. For example pink was often described as a cute,

“happy happy”, nice, fresh color. It seems to indicate that pink was associated with

naturalness and youth. Red on the other hand was variously described as “hot”, “sexy” or “in

your face colour”. Brown was mostly associated with being “aged”. The choice of what the

person wants to feel depends on the occasion. When they are in a formal setting most of

them wanted to look elegant and ladylike. On the other hand for events like parties they

wanted to look sensual and sexy. Hence again the background setting that we might portray

in our ad campaign must match the product offering as mentioned before.

7. Skin Tone

All women we interviewed had their facial tone as the base criterion for the choice of the

color. The lip colour chosen must augment their natural facial tone. Here again we can see

the feeling of looking good while being as natural as possible being manifested.

8. Dress Associations

All of them also had the dress colour as a criterion while choosing their lip colour. They seem

to associate lighter colours with light colored dresses. For example white, yellow, blue and

14

pink dresses overwhelmingly voted for pink colours while darker dresses like green and black

were paired with darker colours like brown and coffee.

9. Fixation with the lip colour

The natural look comes into play here too. All of our respondents had an overwhelming

preference for pink and brown. The distribution was also very specific. Fair skinned folks

seemed to want exclusively different shades of pink. It was always the search for “the

perfect pink colour that matched my skin”. Darker toned people on the other hand were

invariably drawn to the brown shades as they appeared most natural on their lips. We again

have something to consider in our choice of props while we prepare our promotions

strategy.

10. Buying from malls

The segment we are trying to target seems to buy mostly from retail chains and outlets

rather than from branded boutiques. There was a uniform feeling of discomfort that was

hinted at when they tried shopping from branded boutiques. They felt that the atmosphere

was “snobby” and “suffocating” and they found it harder to leave the place without buying

something even if they didn’t want it. On the other hand most people said that malls offered

them a wider choice in terms of brands. However some of them did indicate that if they are

decided on a brand then they would prefer boutiques as it helps them narrow down. For our

target audience this gives us a fairly good picture on the distribution channels that we will

need to target.

11. Feeling Lost

Most of the women we interviewed admitted to often feeling lost when they were

confronted with so many varieties of cosmetic products. The feelings often ranged from

frustration to helplessness. These women have choose different ways to get out of such sort

of situations. One woman described a limitation process of first limiting the color, then the

brand and finally the price to help her narrow down the choices. Most of the others however

indicated that they rely on their shopping companions for advice. This gives us some insight

on how we should possibly arrange and display the products in the stores to avoid this effect.

12. The presence of shopping companions

90% of the women we interviewed said they shop for their cosmetics with their friends or

relatives. It’s interesting to analyse this scenario because of several reasons. One of the

functions that a companion serves was explained in the previous point. These companions

often provide advice and suggestions to the consumer on the product choice. However how

these opinions were received were very fascinating. When the opinions reinforced the

consumers own opinions they were taken into consideration. However when they were in

contrast, more often than not they were rejected. Most women said “I listen to my friend’s

suggestions but the decision is finally mine.” Somehow these companions serve the purpose

of helping the consumer solidify a choice that she has already made.

13. Product Positioning preferences

We gave the respondents two choices – keep the same colours of all brands together OR

keep all colours of one brand together. Most respondents chose the second one. The first

case added to their confusion and the second case gave them the opportunity to look at

other colours as well. This could potentially affect how we place our products in the display.

14. Word of Mouth advertising and online/print recommendations

15

All women that we interviewed said that they don’t provide any online reviews. They don’t

visit the cosmetics websites. They might casually browse through fashion magazines. The

most interesting observation however was the fact that they don’t give feedback to their

immediate circle unless specifically asked for or unless the topic comes up for discussion. But

when they do give feedback in such a scenario they carry a lot of weight. This shows that the

choice of the communication channels to the consumer needs to be properly evaluated

15. Packaging

The packaging of the lipstick affects the consumer’s buying decision. Most women agreed

that they would like a luxurious packaging – however they were insistent that they would

not be willing to shell out a larger amount unless the product was top-notch quality. Another

observation that we made is that most of the women in our target segment carry the lipstick

along with them. Hence packaging with respect to convenience in handling is important.

Hence our package design is a potential means to attract the consumer.

16. Fluid Colour Preferences

All respondents said that when they go for purchasing a lipstick they go with a set colour in

mind. However once they reach the store they are willing to change the choice of their

colour or shade if they like something else. This gives us a trade-off situation – offering

greater variety so that the consumer could potentially like and hence buy more varieties. But

on the other hand we could end up confusing the consumer if we offer too many.

17. Price Sensitivity and Quality associations

The women we interview had price ranges from around Rs.200/- to Rs.1000/-. While most

women said that they would try and stick to their budget, on being asked if they say a lip

colour that they loved and the price was beyond their budget if they would still buy it, most

of them said yes. Hence most of the mental price limits are not hardstops. However the

degree to which they were willing to stretch varied widely. While some people were not

concerned about price at all others were willing to go beyond their limit by only Rs.100/-.

Another important observation we made was most women associate quality with price.

Something that is priced low is considered to be a cheap and bad-quality product. Hence we

must be careful in pricing our product so that we don’t convey a negative image about our

product while at the same time managing to capture maximum audience.

18. Choosing Time

This was one of the areas that we saw huge variation in responses. Some people made their

choice in 15mins while others stretched it out as long as 1.5hours. Some of them tried on 4-5

shades before deciding while other had to try on 10-15 shades. This wide variation shows us

that our store planning must be such that we facilitate maximum comfortable setting for our

customers.

19. Attention

All the women said that the use of the lipstick drew attention to them. Some of them hinted

that people attention was often focussed on their lips. Most of them see this as natural and

even seem to enjoy it. The point to note here is we do not know if they are actually able to

draw attention but rather that they perceive so. We feel that this should therefore be a

prominent theme in our ads.

20. Application Process

Another aspect on which there was a huge difference among the population was on the way

they applied their lipcolour. It ranged from very simple to very complex. While some women

16

choose to simply dab it on their lips others would prefer a single application. Others follow

the traditional style of blotting out and reapplying a second time to give greater colour.

Some of them even have two to three of their own ways of applying the lipstick based on

the effect they want

21. Value for texture

A common need that most women wanted was the smoothness in product formulation so

that application was easy. They considered the texture that it imparted to their lips quite

important. Some of the words used to describe the texture were amplified, lustre and satin.

While most women prefer matte for office applications they feel that it’s hard to apply.

Hence this is something that we can consider as a product improvement in our offering.

22. Product Usage and awareness

The normal time duration for which a lipstick lasts is around 2-3 months. This was the case

with the women we interviewed. However some of them seem to not keep track of the

usage and when it gets over or when they should “replenish”. One of the respondents said

“This survey is making me realise that I haven’t bought one in a very long time so I need to

go and buy one”. Another important fact is that while in the western world most women

associate the usage of lipstick as a mechanistic process, it is not yet so in India. Women have

to remember to wear it. Hence this gives us a chance to utilize our efforts to increase the

usage among the urban women and also to probably pull in more consumers.

23. Awareness of contents and consciousness of environmental impact

Animal testing and the presence of lead content in lipsticks are two issues that have rocked

the industry very often. We wanted to know how our audience reacted or reconciled to this

issue. It was surprising to find that most of them displayed either ignorance or indifference.

Some said “It’s not an issue at all” or “I don’t care” or “I have never thought of it until now”.

Others were of the view that bigger brands would take care not to do things like that. While

this shows that the population is not too sensitive to such issues we must try and brand

ourselves as producing responsible products. This gives us another chance at creating a

different segment.

24. Negative Experiences and Associations

When we asked them why people don’t use lipstick if it gives them confidence, some of

them felt that people often associate lipstick with dry lips. That could potentially be one

reason why people are moving from lipsticks to lipgloss. Others have had bad experiences

like flaky lipsticks or smudging or peeling, or coarse or sticky. While these give us chances to

improve our products it also shows us that a lot of the issues can be resolved by properly

educating the consumers.

Our Product Offering: After analyzing the market and narrowing down our research to find our target audience, we have

now come to a stage where we can offer a product and strategize the possible ways of marketing it.

We have also tried to understand our consumer’s behavior through in-depth interviews and have

taken the popular choice for choosing our product by conducting a vote between two products

17

amongst our target audience. The results showed a remarkable popularity (80%) for the product we

will be offering and is attached as appendix B as Table 11.

Product

Many a times it speaks the attitude of women in a particular make-up. Our target audience is the

modern Indian women who go to offices and want to be taken seriously for their work. They do have

a fun side to them when they want to break free from shackles of society.

Mabelline’s new range of lipsticks called Gorgeous Me is our new product.

Gorgeous Me lipstick

Thus, our motivation of making Gorgeous Me lipsticks was that it could give 3 completely

different looks came about. It has two separate compartments, one filled with a basic liquid colour

to suit the office look and other with a gloss to give lips the moisture or shine just enough for any

day. A combination of these two gives you a perfect finish of smooth and gorgeous lips which are

ready for a party.

The transparent bottle gives the owners a sense of the quantity left and hence they can plan their

next purchase without any guess work. This also makes our customers more clear about the colour

inside the bottle thus saving them time everyday when getting ready to apply a lipstick.

The smooth applicator technology

18

Our "no more messy" strategy comes to play since it uses a unique twist to open pen body. All one

needs to do is twist body of pen until the lip colour is seen at the tip of the nib; as the colour goes

out at the tip of the nib, you can easily control the amount of the liquid lipstick which is very rich

plus you can adjust it if you want your lips to have a lighter or a darker shade. Glide colour onto your

lips like velvet. The super soft applicator gives your lips a consistent colour and shape like never

before.

The gloss has a firm nylon brush for smooth application. This is the other end of the product which

would be used as often as the colour alone for a natural look.

Lips Go hi-tech with this unique 2-in-1 lip colour. It combines rich pigment with ultra-moisturizing

gloss. The unique long-lasting colour fix formula goes on smooth for rich, smudge-proof colour. The

moisture-drenched gloss lavishes your lips with high-shine. So your lips stay perfect all day long.

Leaving you with the perfect smile. It’s a lipstick, Lip Balm and a Lip Gloss all in one.

What is even better is that this lipstick comes in variety of 30 sheer shades to match your skin tone

at a price which is unmatched for its quality.

Shade Card for lipstick

Pricing

Since it is a new technology packaging which offers a lipcolour and a lip gloss into one lipstick; thus it

needs to be priced in accordance to the benefits that we get from it. The package has 3ml of colour

and gloss each and will cost Rs. 450. The price sounds perfect for a woman who believes and wants

to treat herself to high quality products only. Since women associate quality with price, pricing the

lipstick at Rs. 450 would make it apt as it is not cheap and neither to costly for its market entry.

Promotion

It is about stimulating customers to buy a product.

Sales promotion can be-

• Pull strategy which encouraging purchase

We would run advertising campaign, PR activity, a free-sample campaign and emphasis on personal

selling. Most consumers also feel that sales girls are ‘pushy’ while some tried out new colour and

brands only if sales personal offered them. Some specifically said they don’t like sales personal airing

opinion. Hence the sales personals ought to be taught to identify these consumer segme

with them appropriately.

From the interview we inferred that consumers have

offering free gifts or trading stamps, arranging demonstrations or exhibitions, temporary price

reductions with quality and exclusivity. Hence these

• Push strategy which encourages the distribution channels to stock the product.

We would stock our products in Malls and Modern retail stores. We would explore partnership with

beauty parlours to promote our product. Further beauticians tend to influence the buying behaviour.

Advertising in media

We would concentrate our advertising campaign in the following

• Print: Fashion and Women Magazine

• Broadcasting: Television

• Outdoors :

o Vertical Banners in Mall

o Metros trains in Delhi, Chennai (these are used by working women). Mumbai metros

are ruled out because they are too crowded and people are too busy to notice ads

on trains.

Advertising insights:

Dab On

Lipsticks make women feel confident, but don't like made up look

20-30 years

19

opinion. Hence the sales personals ought to be taught to identify these consumer segme

From the interview we inferred that consumers have a negative association


clusivity. Hence these channels would not be adopted.

which encourages the distribution channels to stock the product.


ote our product. Further beauticians tend to influence the buying behaviour.

We would concentrate our advertising campaign in the following

Print: Fashion and Women Magazine

Vertical Banners in Mall

Metros trains in Delhi, Chennai (these are used by working women). Mumbai metros


Essence

Lipstick bring out inner beauty

Differentiation

Lipstick + lip gloss

Personality

Confident beautiful young lady

Benefits

Subtle lipstick

Insight

Lipsticks make women feel confident, but don't like made up look

Target Group

Working women

opinion. Hence the sales personals ought to be taught to identify these consumer segments and deal

a negative association with methods like


would not be adopted.

which encourages the distribution channels to stock the product.


ote our product. Further beauticians tend to influence the buying behaviour.

Metros trains in Delhi, Chennai (these are used by working women). Mumbai metros


Lipstick + lip gloss

Working women

20

Public Relation (Spin)

Reviews in newspaper

Newspapers carry reviews of cosmetic products. Our product needs to have favourable reviews.

Haul Videos: “Online Word of mouth publicity”

A haul video is a video recording, posted to the Internet, which displays items recently purchased,

including product details or even the price. The posting of haul videos (or hauls) has been a growing

trend, during 2007-2010.

By May 2010, You Tube had tracked nearly 150,000 haul videos. Some of the individual videos have

received tens of millions of views. Many young adults (mostly women) have displayed their shopping

hauls, while including their beauty and design commentary in the narration. The videos are often

grouped by store name or by type of product (cosmetics, accessories, shoes, postage stamps, etc.).

We should host haul videos and trigger word of mouth publicity. We believe if the haul videos rank

our product in the top it would influence the positioning of our product in the subsequent haul

videos. This would turn into snow bowl effect. It’s a social campaign which brings about brand

consciousness and awareness about the consumers. The consumers also try new brands because the

reviews in hauls are considered more personal and truthful. Once the consumers see a haul video

they are likely to host a video of their own reviewing the lipstick and rating her top 5 lipsticks.

Social networking sites

Encourage discussion on Tweeter, forming groups in Facebook and monitoring these to judge the

consumer perception and direct their attention towards more favourable ones.

Placement

Our product would be positioned in Rs450 range which we believe would aid in projecting an image

of quality to our consumer. Our consumers toocan afford to spend this amount on cosmetics. We

would place our product line in malls and modern retail stores like Shoppers Stop where all the

cosmetics are placed together. Its been observed that consumers like to buys all cosmetics in a

single and this is impulse buying. Further consumers do not go for shopping with the idea of buying

lipstick, the need seems to be in their back of mind and when the come across a product that meets

their criteria and liking they buy one. Hence the products will have to put up in places frequented by

the target group which are Malls and Modern retail store.

Ambience in the stores such as near natural light or soft light that would help in judging colour

better, clustering of products of same brand, placing the product in places of prominence like

entrance of Malls or Stores would be appreciated by consumers. Exhibition specialist need to be

hired to arrange the products in an attractive as well as ergonomic fashion.

21

Appendix A

Transcript of Interview – Priya

Name: Priya

Single, 23, Student

All questions use lipstick are the product. However if you use lip gloss instead of lipstick kindly

answer all questions with lip gloss as the relevant product

1. Do you use either of lipstick or lip gloss?

I use lip gloss normally. However I use lipstick for formal occasions. I feel that the usage various

across age groups. Youngsters prefer to use lip gloss more often. While married women more

often use lipstick. The basic difference is in the amount of shine that is present.

2. How often do you use lipstick? Do you use it on a daily basis Do you use the same lipstick or

different one for special occasions? Does your choice of lipstick change with the occasion at

hand – like marriage, party, formal event?

I use it on a daily basis. I tend to co-ordinate with my attire for events such as parties. I normally

use one or two very light neutral shades or mattes for everyday usage. I tend to use more

prominent colours for events such as parties.

3. Why do you use it?

I use it because it makes me look good. It gives me more self confidence. It is also a style

statement and I feel it makes me look more attractive. I feel conscious if I don’t use it. The need

for moisturising my lips is only secondary.

4. Does it in anyway make you feel prettier? More beautiful? More elegant? More feminine? Any

element of sensuality?

I think the use of lipstick gives me all the above qualities but it varies with the occasion as well.

For formal occasions like in office I would prefer that it imparts a degree of elegance. For

occasions like parties and when on a date I would prefer more sensuality. On normal occasions I

think I just want to look pretty and I don’t think too much about the other aspects.

5. Do you think it draws attention to you? To your lips?

Yes it does draw attention. It particularly helps me to stand out when others around me don’t

use it. It helps me when I want to look sexy or want to project pouting lips, it definitely helps me.

It helps me to enhance my lips.

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1. Which brand do you use? Why are you attracted to this brand? Do you think this brand is better

than the others out there? How? Do you use any other brands?

22

I use mostly Lakme and Maybelline. It’s the shade that is most important. I am not too company

specific. I usually go to malls to buy them. I might go with a specific lipstick in mind. I might not

want anything besides that one. However if I really need a lipstick and the one I want is not

available then I check out similar shades of other companies and will buy them if I like it. I might

also sometimes eventually end up liking the new product more. One of the differences lies in the

brushes. Some are smoother and softer, others are not. Packaging also affects my choice. Since

roll-ons are expensive I must really like them if I am to buy it. Another factor that leaves an

impression is the shape of the bottle. If it has a square shape then I think it holds more quantity.

But I find the round one easier carry as I can easily keep it in my pockets which is particularly

helpful when I take it for parties.

2. Is there any brand that you have used but disliked? Why? If they rectify the fault will you be

willing to try it again?

Not entirely sure. But there was this one product from Lakme which I didn’t like. It didn’t go well

with my lips. My friends liked it but it didn’t work out for me. I guess I won’t really take the

chance since there are so many other choices out there that I don’t see the reason to do so.

3. Is there a brand besides the one(s) you disliked that you would not recommend to your friends?

Why?

No

4. Is there a price range that you set for the lipsticks you buy? If you find a shade that you really

like but is outside your price range, would you still buy it? How sensitive are you to price? If your

favourite brand raises the price beyond your affordable range would you still buy it? How far

would you let the price rise before you decided not to buy it?

My price range is usually 160-6/700. I am definitely price sensitive. It mostly depends on the

amount I have with me. But money is only secondary. It’s the shade that is more important. I

want something that is long lasting. It is not above 1000/- then I will NOT buy it. It’s like a mental

price limit. If the price has been raised significantly then it means that some upgrade has

happened. There was this example of an eye-liner that I bought. I really liked it. But when I went

to buy it a second time they had raised the amount as they had improved the look of the

packaging.

5. What is your favourite colour? What is your favourite shade? Why is it your favourite shade?

How many shades do you normally have?

Pink is my favourite colour. Wild berry is my favourite shade. It goes best with my skin colour. It

makes me look young. Darker shades tend to add to my age. I generally keep two shades for

regular use. I keep another three for occasional uses. One with extreme sparkle to mix and

match, one which is dark maroon and another which has a gold burnished look.

6. How do you choose your colour and shade? Do you match it with you skin tone? Do you match it

with your dress? What is the colour combination you use?

I match it to both my skin tone as well as my dress. For white/black/blue/red/pink coloured

dresses I use shades of pink. For brown /yellow/orange coloured ones I use brownish gold and

for green coloured dresses I use nude or brownish colours.

23

7. Would you use different shades between office and personal situations?

Yes

8. If you were asked to choose only 3 colours or shades which ones would you choose?

Light pink, Dark Maroon Pink and Beige brown

9. What emotions or feelings do you associate with the following colours - Biege, Pink, Coral,

Brown, Plum, Red ? Can you elaborate?

Biege – sophisticated

Pink – light fun, chirpy

Coral – Elegance

Brown – Aged

Plum – sexy

Red – sexy

10. Would you like to use a maverick colour? Like which one?

Never. I might try out for nail polish. I don’t like the emo look.

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1. Where do you usually buy your lipstick from? Do you get them from branded boutiques or from

retail chains? Which one would you prefer?’

Retail Chains, as I can check out a variety of brands. However if the product I want is not there

and there is a boutique in the same mall then I will go and check it out.

Boutiques tend to create a very uncomfortable snobby atmosphere for me. It’s not a very nice

feeling. I find it much more difficult to say ‘no thanks’ and walk away from a boutique than from

retail outlet. It’s like there is a compulsion to buy when in a boutique store.

2. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks and

other cosmetic items be placed together?

Yes. I would also prefer that all cosmetics of a brand are kept together rather than having

lipsticks of all brands being kept together. It makes me confused. Besides when all cosmetics of a

brand are kept together then I also tend to buy other cosmetics of the same brand. It’s mostly

need based. I go shopping for a lipstick when I run out of it, but I might still have the other

cosmetics left with me so I’ll just buy the lipstick.

3. When you go for purchase do you visit alone or with other friends

I won’t specifically take any one with me. I really don’t need anyone’s help. I know what I want. I

don’t need others opinions. However I have gone with friends when they have needed help with

their purchases.

4. Do you take recommendations? From where do you take them? Do you ask friends, or check out

reviews on magazines, cosmetic websites. Do you take feedback from the salespeople?

I check out magazines, mostly the ones stacked in salons. I really don’t take advice from others.

But if I were to try out other’s lipstick and if I liked it then I’d get that for myself.

24

5. Do you go for a purchase with a particular colour in mind? Or are you more willing to change

your colour preference when you see the available range in the store?

Yes and Yes

6. How do you choose your lipstick? How do you go about the selection?

I would go for the outlet that has the specific brand I want. The salesperson would show me the

different types that are available. I would select the type and then she would show me all the

shades that are available in that particular category. I tend to try it out on my hands. I check it

out in artificial light and I do my shopping mostly in the evenings.

7. What are the requirements you look for when you buy a lipstick?

Most important is the shade – if it suits me. The second one is moisturising – to a certain degree.

The third is the life cycle – how long it stays on. I’m not too particular about the life cycle. A

lipstick that stays on for too long tends to be harsh on the lips, besides since I carry my lipstick

with me I don’t find it a particularly significant issue. Also long lasting ones tend to be darker

shades which I’m not too fond of.

8. How would you prioritise your requirements? What criteria would you use to evaluate

performance on each requirement? How would you evaluate?

9. What would cause you to re-evaluate your decision to buy a particular lipstick?

10. How long do you spend in choosing? How many do you try before choosing? How do you do

your trials?

Around 10-20mins. I mostly cover what I like within 15mins. Most of what is available in the

store gets covered in this time.

11. Do you ever feel lost when you are trying to decide on a lipstick? What do you do then?

Not entirely. I feel lost when there aren’t any shades that I like. When none of the shades

available are ones I don’t really want then I kind of feel frustrated. However if I really need one

and can’t find one that I want then I am willing to make a compromise and buy one.

12. Do you provide reviews once you buy a lipstick? Do you advice your friends and colleagues?

Only if they ask me.

13. Have you engaged in impulse buying? How many have you purchased over the last 3months?

Yes if I like it. I bought my last set in the last term. Two of them tend to last for a month and a

half.

14. How is subsequent experience fed back into the decision?

15. Do you check for the ingredients when you purchase a lipstick?

Never till now

16. Are you concerned about the green-ness of the product?

I have never thought of it until now. However if there’s a big issue that crops up then I might

consider. Besides I think that most of the big companies would avoid making mistakes in this

aspect like using animal testing.

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1. Would you like to be seen with or without your lipstick? Why do you want to be seen so?

Yes. But I really don’t care if there is no one to see me.

2. How do you apply the lipstick? (the procedure you use for application)

I am happy with the shape of my lips so I don’t use lip liner. There are 2 ways I normally apply

lipstick. I apply lipstick and then gloss on top of it. The second way is to apply lipstick along the

middle strip of my lips and then use gloss to spread over the rest. It puts the middle of my lips

into prominence. It helps me create an impression of a pout.

3. Do you use lip liner along with the lipstick?

No

4. Do you have to engage in any particular hygiene regimen because of your use of the lipstick?

I don’t wear lipstick to bed. I take care to remove any trace of cosmetic before I sleep.

5. Would you prefer a glossy lipstick? Or would you prefer a matte followed by a natural gloss

product?

I would prefer the matte followed by natural gloss. I dislike too much of gloss as it doesn’t look

nice.

6. Does smudging irritate you? Would you go to the trouble to reapply every now and then?

It hasn’t really happened to me

7. Do you carry your lipstick along with you?

Yes

8. Do you like flavoured lipsticks? When would you use it?

Yes.

9. If you could change something about the lipsticks that you have used what would it be?

I’d would like one concept that is found in foundations. Having a setup that helps me to vary the

amount of two liquid colours that are used to create a range of shades.

Please provide any other pertinent details or feedback or observations.

I believe that people of different ages want different things from a lipstick. My mom never goes for a

glossy finish. She is used to the use of plain colours in office that she doesn’t consider the use of

gloss even for social occasions. I feel that people in the age group of 35-40 don’t wear gloss as they

think they won’t be taken seriously so it’s an issue of self-image

26

Transcript of Interview – Hina

Name: Hina

Single, 25, Working - HR

Interview Questions

Basic Customer Need Identification


I use both.

2. How often do you use lipstick? ---Do you use it on a daily basis?

I use it 2-3 days in a week.

Do you use it for your office?

I am in HR. I use whenever I have to make a trip out of office. If I am to stay in office, I may skip it.

3. Do you use the same lipstick or different one for special occasions? Does your choice of lipstick

change with the occasion at hand – like marriage, party, formal event?

My lipstick choices are usually driven by my dress. On occasions also, I choose whatever lipstick I

would like with my dress.


I use it to break out of monotony as it gives me a fresh look. I will categorize it under style

statement from (a symbol of achievement, female emancipation, element of attraction, style

statement, hygiene, health and protection, herd mentality or if it’s just something done on a

routine basis.)



I think it helps me look more elegant and more feminine.


Yes, I think it certainly draws attention to me.

No, not to my lips alone. As I usually do entire makeup when I use lipstick, so every part of my

face is enhanced not just lips.

Customer Product Preference

1. Which brand you use?

I use Maybelline and Lakme.

Which is your primary brand?

Maybelline.

2. Why do u choose this brand? Do you think this brand is better than the others out there? How?

Do you use any other brands?

27

I use this brand because the shades that I like are available in this brand. And I also like the

texture it gives to my lips.

I use Lakme also.



Revlon. It is just the shade I choose. I didn’t like it. Many of my friends are use Revlon. I don’t

think it is because of any fault, just the shade that I choose wasn’t to my liking.


Why?

As such no. But I would ask them not to go for cheap local brands as it harms your lips.





My lipsticks are usually within Rs. 500. I don’t think I need to go beyond 500, as there are a lot of

shades and variety that is available within this budget range. I can consider a shade if it is close

to my price range.

For Maybelline, if they increase price to 600, I would still buy it. If they raise it to 800, I would

look for other brands.



I like Brown. I have 2-3 shades of brown. It is my favourite shade because it complements my

face. In total, I would have 5 lipsticks plus lipgloss.



Yes, I match with both my skin tone and dress. I use brown mostly as it goes with my face.


No.


I would pick my 2-3 shades of brown and lip gloss.



Beige – Elegant

Pink – Feminine

Coral – Sensuous

Brown – Natural

Plum – Feminine

28

Red – Hot, Prominent

11. Would you like to use maverick colour? Like which one?

Yes. I would like to use Mauve.

Customer Purchase Behaviour


retail chains? Which one would you prefer?

From small brand or beauty outlets inside malls. (Retail Chains)



I really don’t care.


Yes, I go with my mom and sometimes friends. I like them to tell me how it looks.



No, I don’t take product recommendations from anyone. However, I can ask the salesperson

about what is the difference between the two products.



Yes and Yes. I can change my preference a little bit, if the shade is out of my budget. But I have

not faced this issue as yet.


I like my lipstick to have gloss and shine. It should be smooth to apply. It should be stay on for

longer and preferably be smudge-proof.


After liking the color/shade, I will apply it on the back of my hand. If I like it further, I will apply it

once on my lips to confirm or remove confusion for the final shade to be purchased.


your trials?

I think I spend around 30 mins to choose a shade. And I would generally try 4-5 shades before

finalizing one.


Yes, always. I ask my mom or friends to help me choose.

29


Not really.

I can advice my friends and colleagues if asked.


Not for lipsticks.

I bought one last month for my brother’s wedding.


No

13. Are you concerned about the green-ness/animal testing of the product?

Don’t care.

Customer Product Usage Behaviour


It doesn’t matter that much to me.

2. How do you apply the lipstick?

I apply it once to my lips.


Yes. It is a must.


I wash off all my make-up before going to bed.


product? What about flavoured lipstick?

Simple gloss would do. If there is a hint of color in the gloss, that would be ideal. Sometimes, I

might use a matte followed by a gloss product.

Yes, I prefer flavoured lipsticks.


Yes and No. I would simply wipe it off.


Yes. One.


Yes. My favourite lipstick is flavoured. I use it all the time. The flavour I have currently is Banana

Pudding.


Lip gloss should have a hint of color.

30

Transcript of Interview – Vinita

Name: Vinita

Married, 29, Working – IT Manager

Interview Questions



I use both. Generally combined in a single product.


I use it daily.



Yes, I choose my bright shades for special occasions. Otherwise, I pick the shade which goes with

my dress.


I will categorize it under female emancipation and style statement from (a symbol of

achievement, female emancipation, element of attraction, style statement, hygiene, health and

protection, herd mentality or if it’s just something done on a routine basis.)



It makes me look more feminine.


Yes and Yes.



I use Revlon, Maybelline and Lakme.

Which is your primary brand?

Revlon.



I have been always using this brand. I like the shades that are available in this brand.

I have used Lake and Maybelline.



I tried a brand, I don’t remember the name. It was in form of pencil.

31


Why?





Rs 250-300, I might also buy a lipstick of Rs. 500.

Yes I will buy a shade if I like it.

I will still buy if the price is within 500-600.



I have shades of Mauve and peach. I have 4 shades in lipsticks and lip gloss.



Yes, I match with my face.

Yes, I match it with my dress.

I use contrasting colors for pencil and outline.


For office, I would use pink, peach and mauve.

For attending parties or functions, I use maroon.


Mauve, peach and maroon.



Beige – Light mood

Pink – Happy, glowing

Coral – Neutral

Brown – I don’t use it.

Plum – Light mood

Red – Hot


I have used Green and Dark purple in my younger days.


32



From small brand or beauty outlets inside malls. (Retail Chains)



I am okay if they are placed together.


Yes, I used to go with my cousins. Now, I guess I will go with my husband.



Yes, I took feedback from cousins but in the end it is my choice.



Yes, I go with a particular color in mind.

Yes, I am liable to change my color preference on seeing the available range.


It should look good on my face.

It should be from a good brand.


The factors that affect me are color, shade and brand. I try it on the back of my hand but almost

never on my lips to see how it looks.


your trials?

I spend around 20-30 mins to choose my lipstick. And I would generally try 8-10 shades before

choosing.


Yes. I just buy it.


No.

No, unless they ask.


No. Not for last one year.

Is this because you got a lot of lipsticks from marriage?

33

No. I left most of my shades in my maternal home which I didn’t like. But they lipsticks last long,

so my earlier ones are still running. But this survey is making me realise I haven’t bought one in

long time, so I need to go buy one.


No


Don’t care.



Depends on where and with whom.


I apply it once to my lips. Lipstick and the gloss.


50% of the time.


I wash off all my make-up before going to bed.



I would prefer a lipstick followed by gloss.

No, I tried a flavoured lipstick but didn’t like.


No and No.


Yes. One.


No.


I would want more stylish and attractive lipsticks.

If they could make a single lipstick with lipstick on one end and gloss on other, it would be great

as I would not have to carry two lipsticks.

34

Transcript of Interview – Neha

Name: Neha

Single, 23, Working – Govt Employee - Bank Manager

Interview Questions



I use lip gloss. I think lipsticks damage lips.


I use lip gloss in the morning once. And if attending any party, I would use it before that.



I have 2-3 lip glosses from Lakme. And recently I bought one from Street Wear.


I think Style statement and Protection from (a symbol of achievement, female emancipation,

element of attraction, style statement, hygiene, health and protection, herd mentality or if it’s

just something done on a routine basis.)



It makes me look more beautiful.


Not much.

Not much, as it is very light color.



I like Street Wear. I have also liked Avon when I was in school. I liked eating it.

But you have more lip gloss from Lakme. Don’t you have only one lip gloss from Street Wear?

Yes. But I like Street Wear. I will try Revlon next.



Street Wear is a good brand. I just saw the Street Wear store and bought it.



Lakme. It is very glittery and sticky too (chip-chip karta hai.)

35


Why?





Less than Rs 400.

No, I will not buy a lip gloss if it is outside my budget range.

l will buy if the price is within 500. If it is 600, then I will consider it with other brands.



Mocha chino – light brown.

It is light and appears natural with my face.

I currently have 4 lip gloss.



Yes, I match with my skin tone and face.

No, I do not match it with my dress.

I like natural shades. I don’t like Pink as it doesn’t go with every dress.


I only use it for office. I do not use lip gloss at home. I may use a lip balm.

I use the same shades for party also.


Mocha-chino, light pink and light orange.



Beige – ???

Pink – Happy, Happy

Coral – ???

Brown – Dull

Plum – Sensuous

Red – Hot, Sexy


If it goes with my face, I will try light purple or light violet. It should be the lightest.

36




Showroom. (Retail Chains)



Sometimes.

Yes.


Mostly with mom or friends.



Yes, I ask friends.

No, I don’t ask salespeople.



Sometimes, I go with a particular color in mind.

Yes, I am liable to change my color preference on seeing the available range.


I look for color and brand. It should not be harmful to my lips. It should not be too expensive.

And lip gloss should be durable for an year.


I choose on the basis of color, shade and brand. I ask salesperson feedback about the brand.


your trials?

I spend around 10-15 mins to choose my lip gloss. And I would generally try 7-8 shades before

choosing. I would do it on the back of my hand and not on lips.


No.


No.

Not really.


No.

37

None, last one I bought was 9 months ago.


No


I am a little concerned. I believe if it is a good brand, then it must be okay.



It depends on the occasion. Otherwise I am okay either way at home or at office.


Apply gloss once.


No.


I wash my face before sleeping.



I would prefer a glossy lipstick.

Yes, I would very much prefer flavoured lipsticks.


Not much and No.


Sometimes, like when I go for parties.


Yes, all the time. Strawberry and fruit flavours are my favourite.


If it could last longer, both in terms of durability of product for the year as well as lip gloss

application throughout the day, it would be great !

38

Transcript of Interview – Kusha

Interview Questions



I mostly use lipgloss which is my preferred choice. I hardly use lipstick. I use lipstick when I want

to change the colour of my lips and want a bit more shine.

2. How often do you use lipstick? Do you use it on a daily basis?

I forget to use it every day, so I use it once or twice a week. I don’t think it’s a mechanical

process for me. I use lipstick for special occasions. I prefer to use more vibrant colours for

traditional events like marriages. For formal events I use muted colours or may be none at all.


It gives me confidence. It makes me feel good and I also look good with it. I don’t use it because

others use it. I don’t believe my usage is a routine event. I have to remember to use it. I mostly

tend to use it for occasions. For me it makes a “style statement”. I think it makes me more

attractive. The moisturising aspect is also important.

4. Does it in anyway make you feel prettier? More beautiful? More elegant? more feminine?

Any element of sensuality?

It makes me feel more elegant and at the same time gives a feeling of sensuality. I would identify

more with a ladylike elegance rather than with outright sexual imagery – a Katherine Hepburn as

compared to Marilyn Monroe. I started using lipcolour in the 11th grade.


I think it does draw attention to me. It is good to be noticed. I think it probably might draw

attention to my lips. I think it is natural that I would draw attention. It also makes me stand out

especially when others don’t use it. I like the feeling because I like being different. It make me

feel confident.


1. Which brand do you use? Why are you attracted to this brand? Do you think this brand is

better than the others out there? How? Do you use any other brands?

Maybelline, L’Oreal and Lakme occasionally. These brands have an assurance of quality. I believe

their products are reliable. Also I think the product variety is more. There are also better health

benefits with these brands – I can use them as a lip balm too.



39

Elle 18. The quality was bad. There was no shine and there was no variety. Also since the price is

pretty low I don’t think the product is good. I wouldn’t reconsider since I am brand loyal

3. Is there a brand besides the one(s) you disliked that you would not recommend to your

friends? Why?

Not really but I would advise them against using local brands.

4. Is there a price range that you set for the lipsticks you buy? If you find a shade that you

really like but is outside your price range, would you still buy it? How sensitive are you to

price? If your favourite brand raises the price beyond your affordable range would you still

buy it? How far would you let the price rise before you decided not to buy it?

My price range is generally 400-800. If I really like a shade then I will buy it. I might be willing to

go up to 2000 but not beyond particularly if it’s exclusive. I get the exclusivity feeling from self

satisfaction that I am using a higher priced product than the others. For me the self-knowledge is

more than sufficient. I tend to keep within my specified range for cosmetics. If my usual brand

raises its prices then I will try and look for others but if I don’t find any that I like then I’ll stick to

the old one even if the price has increased.



My favourite colour is pink. I mostly like all shades of pink. It suits my facial tone the best. I

usually keep around 7-8 shades.

6. How do you choose your colour and shade? Do you match it with you skin tone? Do you

match it with your dress? What is the colour combination you use?

I tend to match it both my face tone and my dresses, but my skin tone takes higher priority. I use

light pink colours for light colours dresses. For darker and brighter coloured dresses I would use

chocolate lip colours.


I mostly use muted light colours for office and brighter colours for personal occasions.


Light Pink, Dark Pink and Chocolate



Biege – sober

Pink – cute

Coral – confidence

Brown – not appealing, extremely aged. Would associate it with middle aged women.

Plum – sober, I like it

Red – lustful. People who want to stand out use it.


40

Never. I don’t like looks being imposed on me.


1. Where do you usually buy your lipstick from? Do you get them from branded boutiques or

from retail chains? Which one would you prefer?

I buy my cosmetics from malls. But I would actually prefer boutiques. I usually know which brand

it is that I want – in this case I feel boutiques would be better since they give more of a choice of

the same brand. When I feel like experimenting I would rather go to a mall since they offer a lot

of different brands. I also kind of feel the need to buy something when I go to a boutique but I

don’t feel as compelled if I were to go to a boutique.

2. Do you buy your lipstick along with your other cosmetics? Would you prefer that lipsticks

and other cosmetic items be placed together?

Yes. Yes. I would prefer that other cosmetic items also be placed together since that would make

it easier for me to pick and choose. I would also prefer that all the pink lipsticks of all brands

placed together rather than having all the colours of one brand being placed together. This is

because I am sure I would want only pink and I would only like to experiment within pink shades.

The other primary cosmetics that I would prefer having placed along with the lipstick are

eyeliner, lipliner, mascara and foundation.


I go with my friends. They help me judge the colour and if it suits me. But the value I give to their

advice depends on the friend in question too. There was this one time when I like a deep brown

colour but my friend disliked it, however I ended up buying it anyway. Sometimes our tastes

might not match and eventually it’s my decision whether to buy or not.

4. Do you take recommendations? From where do you take them? Do you ask friends, or check

out reviews on magazines, cosmetic websites. Do you take feedback from the salespeople?

Not always. I sometimes browse through fashion magazines. I really don’t go through the brand

websites – I might do it only if I am completely jobless and nothing else in the world to do. I do

ask the salespeople for their opinions when I am not with my friends. However I think they can

be biased toward a brand or colour especially in the malls. The ones in the boutiques might give

me more frank opinions. I choose and try different shades in different price ranges and usually

end up buying the mid-range one.



I most usually go with the pink colour in mind.


41

I apply it on my hand and see how it looks. I might sometimes even apply it on my lips to see the

effect. Since the malls mostly use harsh lighting I might insist on switching or dimming them

when I try on the lipcolour.


First off I’d want something that wouldn’t harm my lips. I would also want it to provide

moisturising. I also need some degree of shine. But I think that choice would also depend on the

occasion which I have in mind while I am shopping – a little bit of shine for general purchases

and a lot more for events like marriages and personal gatherings.

8. How would you prioritise your requirements? What criteria would you use to evaluate

performance on each requirement? How would you evaluate evaluated?

9. What would cause you to re-evaluate your decision to buy a particular lipstick?


your trials?

I usually spent around 1 hour in making my purchase. I try on around 20 different ones on an

average before I make my decision.


I have felt lost very often. I feel lost because most brands basically offer the same things – the

same shades of colour and the same features and additions. I try to get out of that mode by

trying to limit my choice availability. I would do that first by setting a brand barrier then a price

barrier and since I am almost always fixed on pink the choice narrows down a great deal. Then I

start looking for the qualities I mentioned in qn.7


I do give my opinions but only if I am asked, not voluntarily. I don’t give any online reviews nor

do I consult online reviews.

13. Have you engaged in impulse buying? How many have you purchased over the last

3months?

Yes but it also depends on my mood. In the past three months I haven’t bought any.


No I don’t.


No I don’t.



I don’t feel the need to always be dressed up. I more often use it for special occasions. I feel

more sober when I have my natural lip colour – I am my natural self but I know that I look good.


I blot it out and reapply. I always do it that way.


42

Yes. It helps define my outer lips more prominently and then the application of the colour also

becomes easier for me.


I take off all my makeup before I go to bed. I am not allergenic to lip colour as such.


product?

I would prefer a matte because it helps me adjust the amount of shine that needs to be there. I

don’t like the glossy ones because they are too shiny.


Yes very much. I would take the effort to reapply it properly if this happens. I feel under

confident (the respondent was very emphatic on this statement).


I carry my lipgloss along with me.


Yes. My favourites are strawberry, vanilla and chocolate. I use it almost always.


I am fine with what is available right now but I would like it if all the lip colours came in with

sunscreen protection by default.

Transcript of Interview – Richa

Interview Questions

Age: 23

Occupation: Student

All questions use lipstick as the product. However if you use lip gloss instead of lipstick kindly answer

all questions with lip gloss as the relevant product


Yes, I use both depending on the occasion. So, on a regular basis I use gloss and in parties I use

lipstick, on top of which I would use a gloss.




43

Weekly. Honestly speaking, If I get up early and have time to get ready I would use a lipstick

otherwise I won’t even think about it. I have a whole range of shades, but I prefer light pink

colour. It should match well with my dress too. If I go to college I would prefer muted colours,

light pink colour and for parties I could wear a brown shade if my dress is very heavy. For

professional use a shade between brown and pink, a mixture is what I use.

Marriage, I would use a shimmer too.


I don’t know. Element of attraction could be one.

4. Does it in anyway make you feel prettier? more beautiful? More elegant? More feminine?


Pretty, feminine, elegant and beautiful.

5. Do you associate yourself with these actresses? Katherine Heigl (ladylike) and Marilyn

Monroe?

No.


No.

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1. Which brand do you use? Why are you attracted to this brand? Do you think this brand is better

than the others out there? How? Do you use any other brands?

For regular use I would not go for the costly ones like Maybelline. I would use Lakme for day to

day use. Occasion wise NYC, Maybelline etc. considering the costlier nature; I don’t use others

on a regular basis. It’s my mindset to use Lakme to use for regular use. I started following my

mom to be frank and I feel it is better. I also have elle 18 which is even cheaper(it is sub brand of

Lakme).



Wallstreet. It did not stay for longer and I used to clot on my lips (cracked when I applied it).

No, I’m dedicated to my brands.


friends? Why?

No





I start from Rs. 299+ which is the Lakme lipstick price. I do have lipsticks for around Rs. 1000+. I

would not go for more that Rs.1500.

44

I will buy anything that I really like, I am not sensitive to the price then.

If lakme increases its price, I would still buy it as I am addicted to it.



Pink is my favourite colour.

Light shades are my favourite as that matches my skin tone.

I have lots of shades, people call me crazy cause I have around 30 lipsticks!



I am a diehard fan of cosmetics, so whenever my parents or relatives go abroad they get me

cosmetics as a gift. When I purchase I would generally buy pink. I match it to both my skin tone

as well as my dress.

For dark dresses like violet salwar kameez- I wanted pink n violet mixture colour. For darker

dresses I find coffee shade goes well.


Depends on the dress I wear.


Light pink, coffee and violet n pink with a silver tint.



Pink – Pretty

Coral – baby feeling colour

Brown – Hot

Plum – I don’t prefer that shade

Red – I just don’t red


Never.

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from retail chains? Which one would you prefer?’

There is a cosmetic shop in Mumbai where I usually goto. In Bangalore, it’s the malls that I goto.

I would not prefer to goto a branded boutique. Malls give me variety at one place.



Yes. I would also prefer that all cosmetics of a brand are kept together rather than having

lipsticks of all brands being kept together. I’ll get confused. It should be brand specific placement.

45


I take friends along with me and I do take their advice, but generally I don’t go with their advice.

I buy only what I like irrespective of what they say.



Not reviews. But I do look at the new advertisements that come in magazines. I do browse

through fashion magazines to see new products that are out in the market.



Yes and Yes, I am willing to change my preference.


I start with the pink colour. I might ask the salesperson to suggest colours that match to my skin

tone and I try those 7-8 colours on my hand.


It shouldn’t harm my lips. It should stay longer (I like the 9-5 range for this reason). The

moisturising effect should also be there. Yes, colour is also important. I would not want the

colour to crack once it’s applied.


your trials?

An hour. I try 7-8 colours at least.


Yes. Depends on the salesperson also. Sometimes they cant give you what you are looking for.

I end up buying the first colour that I like, so I come back to that lipstick after getting confused.


No, not reviews but yes I do tell my friends and relatives when this topic pops up.


3 or 4 at random.



Not till now.


I have never thought of it until now.

--------------------------------------------------------------------------------------------------------------------------------------


46

Yes, with my lip colour cause it looks good.


I don’t need the mirror to apply lipsticks. I am used to using a lipstick. For a party I do use a lip

liner to make my lips more defined.


Yes


I don’t use a regimen but yes I do remove it at night.


product?

I would prefer the glossy lipstick.


It hasn’t really happened to me


Yes.


Yes. I have many, strawberry, vanilla, mixed fruit gloss.

9. Does the packaging of the bottle affect your decision to buy a lipstick?

The new roll-on ones are quite easy to use, so I feel they are better. But the shape in particular,

not really.


Not really.


I have seen that in the corporate sector women prefer dark shades such as the coffee shade. In

marriages the aunty’s put those red and plum colours, which I don’t like. I think pink on a regular

basis is really good.

Transcript of Interview – Deepika

Interview Questions

Age: 19

Occupation: Student

47




Yes, I use only Lip gloss




I use lip gloss for both reasons. One when I go to Party and second in winter season as a

moisturiser.


When I feel my lips are looking bad and it needs something as a moisturiser especially in winter

season.



Pretty, feminine

5. Do you associate yourself with these actresses? Katherine Heigl (ladylike) and Marilyn

Monroe?

No.


Sometimes yes, sometimes not, depends on the places where I go.

--------------------------------------------------------------------------------------------------------------------------------------



I use Lakme and Revlon only. I think they are good brand and their products suits to my kind of

skin



None till now.


friends? Why?

No

48





If I find good product which suits to my skin and lips I would never mind spending any amount of

money on it. I just want quality products from my choice of brands.



Pink and Red are my favourite colour.

Light shades are my favourite as that matches my skin tone but it should be shiny.

I use only light shades.



I just try to match colour and shades with my skin tone. I don’t match with dress colors.


No. I use only matching to my skin tone and my choice is limited.


Light pink, Light Red, and Light Chocolates

9. What emotions or feelings do you associate with the following colours - Pink, Chocolates,

Red? Can you elaborate?

Pink – Pretty

Chocolates - Good

Red – Hot


No.

--------------------------------------------------------------------------------------------------------------------------------------


from retail chains? Which one would you prefer?

I usually buy my choice of Lip gloss from any retail shop in Mall or market. I don’t go to branded

boutiques since my choice of products are easily available in any retail shop.



Actually I use very less cosmetics. I use face powder, cream and Kajal apart from Lip gloss. So I

don’t care about having all cosmetics of same brand as lip gloss.

49


I go with friends for shopping but I do take their advice since I have my own choice.



No Suggestions, no reviews. I go with my own choice.



Yes I go with particular mindset but I don’t mind trying out different colours and shades and if

something else suits to my skin, I buy it.


When I go to shop, I start looking for my choice. If I don’t find I ask to salesgirl. I try 3-4 colours

and shades and choose.


It shouldn’t be allergic to my skin. Should be in light shade and should not shine much.


your trials?

I have very particular choice so it doesn’t take me more than 10-15 minutes to choose one.


Yes. When I have to go outside or in any party, and I am be able to find my choice of lip gloss

In retail stores, I feel lost.


Yes, I tell my friends that lakme and Revlon are good brands and they should use these brands.


Yes. 2 times.



Not till now.


Yes. If something of this comes before me I would be interested.

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50

Yes, I want my lips to look good.


I use mirror to apply lip gloss on my lips.


No.


No. nothing in particular.


product?

No. I would not prefer the glossy lip gloss. It should shine but not too much.


I have never experienced that.


Yes. When I go to party.


Yes. I like strawberry taste.

9. Does the packaging of the bottle affect your decision to buy a lipstick?

It doesn’t affect as such but yes if something comes in better packaging with same quality, I

would definitely buy one.


Since I like strawberry flavour of lip gloss but I don’t like its fragrance. This is the one thing I think

should be improved in the product.


As per my observation, I found ladies using very shiny lipstick in parties. And they try to match the

colour with their dresses.

Transcript of Interview – Bhairavi

Name: Bhairavi

Age: 23

Occupation: Student



51


I use both . But I prefer lip balm for regular use.





Make me look good.

4. Are you pushed by social expectation towards using lipsticks

Kinda of. Say in Delhi, where is normal to wear lipstick for everyday life



Pretty, feminine, elegant and beautiful.


No.



I would try out only brands I heard of , say from friends or atleast seen ads. I really don’t think

any brand is any better than another.



No


friends? Why?

No





52

Around 300.



Brown is my favourite colour.



I am a diehard fan of cosmetics, so whenever my parents or relatives go abroad they get me

cosmetics as a gift. When I purchase I would generally buy pink. I match it to both my skin tone

as well as my dress.

For dark dresses like violet salwar kameez- I wanted pink n violet mixture colour. For darker

dresses I find coffee shade goes well.


Depends on the dress I wear.


Brown, plum, colourless.



Biege :Elegant

Pink : shrill

Coral: Garrish

Brown: Understated

Plum: Mystrrious

Red: Slutty

1. How do you make a choice of lipstick

I have a consideration set of few brands, I would buy from them. Personal selling is important

say in Shoppers Stop, I would be influenced a lot by the sales girls. If they insist on showing me a

lot of shades, I would spend some time and if I like them I would buy.



Not exactly, I don’t use lipstick regularly , so I buy other cosmetics more often.


Girls usually shop together. Their opinion does influence me.

53



I would check cosmetics only if the sale girls insist on showing to me. I go for shopping with my

friends, and their opinion does influence my choice



No, I never go with the intention of buying lipstick. I don’t wait for lipstick to run down before

buying a new one. It’s there in the back of the mind.


I might ask for some colours that match to my skin tone and I try them on my hand. If the sale

girl showed me some different color, I try them out too.


Colour is most important. When I buy from a good, its understoot that it would have

moisturising effect.


your trials?

May be 10 colour. May be 20-25 mins


I don’t go with the intention of buying lipstick, so there is no complusion to buy one. If I am not

able to zero upon a color, I would not buy any.


Ya, I suggest my friend when we shop.


Lipstick buying is impulse buying for me. 1


Never


The brand assures me of the greeness and safety

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1.Would you like to be seen with or without your lipstick? Why do you want to be seen so?

Yes, with my lip colour cause it looks good.


54

I don’t need the mirror to apply lipsticks. I am used to using a lipstick. For a party I do use a lip

liner to make my lips more defined.


Yes


I don’t use a regimen but yes I do remove it at night.


product?

I wear a matte followed by a gloss. Is the fashion.


Not much. But I do reapply now and then.


Yes.


No


Not really.


The lifestyle and profession affects the choice of colours . Say a teacher would like something subtle,

while a DJ would wear something bold.

55

Appendix B

Table 1

Table 2

56

Table 3

Table 4

57

Table 5

Table 6

58

Table 7

Table 8

59

Table 9

Table 10

Table 11

60

Appendix C: Vote for Popular Lipstick

i http://infobharti.com/indias-top-10/top-10-cosmetic-brands-in-india.php ii http://www.indianyellowpages.com/health-beauty/cosmetics/lipstick.htm

iii http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6V8B-4D1V8TB-

1&_user=1007270&_coverDate=11%2F30%2F2005&_rdoc=1&_fmt=high&_orig=search&_origin=search&_sort

=d&_docanchor=&view=c&_searchStrId=1520795147&_rerunOrigin=google&_acct=C000050224&_version=1

&_urlVersion=0&_userid=1007270&md5=ec93d6aeab70dbb854216bb4de08bda2&searchtype=a

(Exploratory analysis of global cosmetic industry.pdf) ivhttp://www.hktdc.com/sourcing/product_searchresult.htm?bookmark=true&query=lipstick&search_view=pr

oduct&locale=en?WT.srch=1&DCSext.dept=2&WT.mc_id=1386806&gclid=CJ7ljdq7_KQCFUJB6wodcXb-iQ

marketing project_group 5

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