Origins Ginzing Eye Shadow Pallat

Concept Generation

Origins Company has remained devout in their mission to create high-

performance natural skincare that is powered by nature and proven by science. They use

potent plants, organic ingredients and 100% natural essential oils. And their long-standing

commitment to protect the planet, its resources and all those who populate it is reaffirmed by

our earth and animal friendly practices. They problem that Origins is facing is their decline in

makeup sales. The Estee Lauder companies rely on skincare because it makes up 41% of any

companies revenue, however 38% is made up of makeup. Now the Origins is part of the Estee

Lauder Companies but their focus is on their skin and body care and their makeup, specifically

their eye shadows are left behind in their marketing plan. The problem is that Origins is

missing a specific category that makes up such a large chunk of money within the industry that

they are in.

Origins is in the beauty industry and there are many issues that need to be addressed

that when dealt with successfully, the company will regain growth and expand customer

loyalty. First thing is first, a clear and decisive layout of the issues that Origins is to face

when the possibility of introducing a new extension of a product line. They are as follows:

38% of the beauty industry is in makeup roughly 15% of Origins Sales are in Makeup

while body care makes up 35% and skincare is 40%.

Marketing has been primarily on skincare but Origins does not enough initiative in

provide makeup with same philosophy and dedication in natural products.

Chemistry of the eye shadows needs to be improved to meet competitor’s pigmentation

while remaining dedicated to natural products.

Repackaging and manufacturing the eye shadows to create impulse.

Promotional strategy for launch.

Periodic marketing strategy implemented to coordinate with trends and other product

launches.

Identify specific consumer markers.

Design colors to coordinate with consumer markers.

Improving the high-touch service training for Origins employees.

Local relevance in stock concerns.

Enhancing digital capabilities to meet the opportunity to target the specific customers.

Origins being an extension of the Estee Lauder Companies gives them the ability to

understand their place in the beauty industry. The SWOT Analysis below gives a clear

illustration on their position in the industry.

Strengths Weaknesses Company Presence Estee Lauders Resources Commitment to creativity and

innovation. Global training in high-touch

services. Fitting to local relevance. Being connected digitally. Production in different markets to

fit all consumers. Established commitment to natural

products with 100% natural oils.

Focus on skin care with little focus on the other products

Current eye shadow formulation Roughly 15% of sales are in

makeup and of that 15% only 2.5% is in eye shadow.

Research and development of consumer reviews.

Manufacturing and distribution in a timely manner.

Opportunities Threats Targeting a growing trend of natural

makeup that improves the health of customers skin

Focusing on customer education through take home instructions in packaging.

Origins faces fierce competition with all other brands regardless of positioning.

Ingredient formulation while meeting government regulations.

Economic fluctuation. Consumer’s plans and budget

luxury products. Department stores not investing in a

new product in their inventory.

Decision Criteria

Now that a clear and precise illustration of Origins problem and issues are laid out in

addition to SWOT Analysis, Origins needs a plan of action. Origins will reformulate the

original formula of eye shadow to meet consumer’s behavior in realizing purchase. If Origins

is to increase profit there needs to be a product that wows the Origins customer. What do

customers need when purchasing any color for the eyes?

They need simplicity, options, and instructions. Like many other makeup competitors

they assume that consumers know what they want. But many makeup and skin care specialists

will explain that consumers are lost in the forest of cosmetics. Origins has the opportunity to

simplify the beauty routine and just make women feel beautiful. Origins could utilize the

beauty trends and techniques that are always evolving but in reality the constant trend and

basic necessity of an open beautiful eye.

Nordstrom for their fall 2011, spring 2013, and spring 2015 trend show focuses on

clean open eyes. An enlightened eye is the basic necessity that all luxury brands utilize in all

basic eyes. Part of providing an enlightened eye is understanding that not all people have the

same coloring, eyeshades, or shapes. Origins needs a design, formulation, and colors that fit

their basic consumers. Most companies target them through elaborate designs and a variety of

colors. Dior has 20 pallets of eye shadows with 5 colors in them each. Estee lauder the

mother ship of Origins has 15 eye shadow pallets. All companies have single shadows

available but the real seller is the palates. Most customers love the variety, the price point, but

are still overwhelmed by the applications.

Recommended Strategy

The objective with launching a new product to target a larger consumer group that are

impulse to purchase eye shadow pallets. Origins objective is to create a new product that has

3 eye shadow colors that focuses on illuminating the eye. Origins wants to continue to focus

on innovation with natural ingredients and the eye shadows need to reinforce the Origins

philosophy.

Strategy

The creativity problem with Origins product is that the current problem has no flair. It’s

just a single color in a simple design. Origins will redesign the packaging that holds three

colors that also has a double need eye shadow brush inside as well as simple instructions.

Origins will utilize the philosophy of recycling by encouraging the customers to reuse, reduce,

and recycle. By providing a double-ended eye shadow brush inside it encourages customers to

utilize a more ecofriendly tool and also create awareness that Origins does provide makeup

brushes.

The colors in the eye shadows will need to reformulate to be pigmented and have an

ingredient that assist the health of the eyes. In addition the texture of the eye shadows need to

be silky in texture. With the charts below the criteria of where researchers need to be is where

the pigmentation, texture, and benefits overlap in order to reach all customers.

Low Attribute Low to Medium Attribute Medium to High Attribute High Attribute0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Attribute Optoins

Pigmintation Texture Benefits

Now, Origins chemist will have their targeted goal but the importance of the attributes

are also laid out. The graph below consist of a survey done from makeup artists who explain

the importance of their customer concerns. The sales artist reported that pigmentation is the

customer’s biggest concern with eye shadows and when asked, the customers reported back

the benefits would be nice, and texture really didn’t as much to them. Many reported

indifference to the texture but upon further analysis by the sales team the customers responded

better when they felt the eye shadow. A more silky texture appealed to them and their

purchase decision.

Pigmentation

Texture

Benefits

0 1 2 3 4 5 6

Importance of Attributes

Indifference Semi-Concerned High Concren

The guidelines for the formulators is to meet the criteria set in place of having a

combination of all three attributes. The design team will create and identify twelve eye

shadow colors that will be grouped into four segments. The color segment will be modified to

create an enlightened look for four demographic markers. Origins clientele can be broken

down into four basic segments that simply identify the general range of skin tone and eye

color.

Brown Eyes Dark Skin

Brown EyesFair Skin

Brown EyesMedium Skin

Blue EyesFair Skin

Concept Testing and Screen

a. Feelgood’s position is currently in targeting themselves as being saturated in attribute 1

(gentleness). Currently they are decently settled into the market however there is another

competing company (brand B’s position) but is perceived by customers as being

extremely gentle but effective. Based on Brand B’s positioning they are closer to

segment 2’s ideal positioning. Feel good is further away from ideal and though it is

gentle it does not meet their current consumer’s ideal product.

b. The current market share of Feelgood is 29.73%.

If Feelgood wants to dominate the current market of segment 2 which makes up 50% of

the market, Feel good would need to reposition the brand closer to the ideal market

segment. This means positioning themselves closer to attribute 1 at the ideal level of 2

instead of Feelgood’s current position of 1. In addition, the customers want the product

to be effective at the level of 0.5. Now if the company goes for this position they will

dominate the market share at 58.74%.

Feel good could also position themselves towards the third segment that has no

competition currently. Feelgood could reposition themselves at the ideal equilibrium of

1.5 for attribute 1 and 2. Feelgood would dominate 30% of the total market segment and

they would still have 40.09% market share of the industry.

Either move of Feelgood would push the company to gain a better market share. The

best move to make would be to push the company’s position towards segment 3. There is

little to no competition for the segment group. Though the market share is less than the

ideal perfect segment of 2 that has 58.74% market share, the company would still have

intense competition from Brand B that has already established themselves within the

segment group.

c. Feelgood needs to consider the market growth. There is little to no opportunity for the

market to grow. All companies involved are at this point just trying to gain a better grasp

of the pie that is unchanging.

Feelgood has a strong competitive status but needs to grasp the optimal market and fulfill

the marketing capability. They can easily reposition the current product.

The other factors are the engineering and manufacturing capability. Feelgood can

reengineer a new product to fit the missing segment group.

d. If Brand B positions themselves any closer than 1.75 in attribute 1 and -0.7 in attribute 2

than Brand B will be 0.01 more market share. Anything more on either side of the

attributes, Brand B will have more market share than Feelgood. This will have a grand

impact on Feelgoods market share if they choose to target segment 3 of consumers. Now

if Feelgood can position themselves right at segment 2 and Brand B can be as close as

1.95 in attribute 1 and -0.95 in attribute 2, then Feelgood will have still a dominating

market share of 59.10%. In reality it would be difficult for any company to land right on

the ideal segment mark and would statistically change periodically. Consumers “ideals”

are constantly changing so it would fit Feelgood to change their position into the segment

group that has no competition.

Product Prodocol for Origins Eye Shadow Pallat

1. Target Market

a. Ultimate: Middle income group, in cities and subarbs of over 50,000, with

conservative attitudes (health consious, earth friendly, simplified consumer

attittude).

b. Intermediate: Young middle to lower income group that is “starting out” and

needs a professional look that will take them everywhere.

2. Product Positioning

A simplified, convienent, mistake proof, eyeshadow pallate.

3. Product Attributes/ Benefits

a. Hghly pigmented.

b. Silky.

c. Smoth application.

d. Long Lasting.

e. Shimmery Colors (not shiny nor glitery).

f. Doesn’t flake.

g. Don’t crease throughout the day (no primer needed).

h. Versetile in colors.

i. Anti-Aging.

j. Packaging reflects inner beauty and origins philosphy.

k. Double-ended eyeshadow brush fits inside casing.

l. Mirror for convienent touchups.

m. Creatively hidden in case; Instructions for usage.

n. Can fit comforatbly in traditional make-up bag.

o. Pressed eyeshadow (NOT loose)

4. Competitive Comparison

a. Alima Mineral Eyeshadow- loose mineral single eyeshadows.

RMS Beauty Cream Eyeshadows- eye cream based mineral eyeshadow.

b. Beauty Without Cruelty (BWC) Mineral Duo Pressed Eyeshadows – small base

and crease colors

c. Urban Decay Naked Eyeshadows with Brush – popular 12 highly pigmented

pressed colors

d. Eyes Lips and Face (elf) – a variety of 100% natural eyeshadow colors in various

packagings.

e. BareMinerals – popular mineral eyeshadows with a variety of mainly loose

containers andflexible in pigmentation.

5. Augmentation Demensions

Launch date gift with purchase related to eyes and makeup.

a. Eye cream sampling of two top sellers, plantscription anti-aging eye

cream/gingzing brightening eye cream.

b. Eye mascara travel size sample (Gingzing preferably).

c. Eye primer travel size sample (Underwar for Lashes).

d. Eye lining pencil sample size (Automagically) Customers choice in Cocoa or Jet.

6. Timing

Timing is key with design.

a. The design of the product must meet a five year trend plan. The window will be

open for formulation details but the casing design must be distinct and

unsubjected to change for a minimum of 5 years.

b. The season for launch date of the four palattes should be within spring.

c. Purchasing trends illustrates that purchasing personal colors is more significant

during the spring and summer seasons.

d. A remarket of the product will be in November time to meet holiday demands.

7. Market Requirements

a. Market Announcement must be made via social media, and intergrated onto

Origins website.

b. Video blog postings should posted demonstrating how to apply for different

looks.

c. Eight videos should be demonstrate the versitile eyeshadows from morning to

night.

8. Financial Requirements

a. Development and intro period losses will not exceed the initial start up cost with a

break even point within one year of market entry.

b. Initial costs of product development will not exceed $200,000.

c. A two-year project plan goals will be coordinated with national goals and

combined and other product launches.

9. Production Requirements

a. Once research (both production and formulation) there must be no interruption of

supply for the first year.

b. A reevaluation will be done after one year to adjust production and supply

distribution.

c. Production facilities will need to be redesigned to fit manufacturing needs.

10. Regulatory Requirements

a. All ingrediences must be within the Federal Food, Drug, and Cosmetic Act

(FD&C Act) though there is not a need for an FDA premark approval, with the

exception of color additives.

b. The Fair Packaging and Labeling Act (FPLA) requires all ingrediences stated and

may not be adulterated or misbranded.

c. Preperations must be made for the inspection of cosmetic manufacturing facilities.

d. Origins should participate in the FDA’s Voluntary Cosmetic Registration

Program (VCRP) to ensure the transperancy with the customers.

11. Corporate Strategy Requirements

a. Estee Lauder Companies have a long-term strategy to seek higher levels of

sustainability, profitiable growtth to remain a leader in perstige beauty.

b. Corporate strategy will be directed in driving this project. Personal leadership

will be at the corporate management level. The diversification of the market will

enhance the reputaion of the brand and push a strategy of being more than a skin-

care company.

c. Origins will follow through training through all levels of employement that

follows suit with Estee Lauder’s high-touch service.

12. Potholes

This project is a massive undertaking and the potholes are as follows:

a. FD&C Act, and FPLA have ever changing laws and the product must be flexible

to adjsut to their needs. Specifically the FPLA and their laws concerning

misbranding and or adultrated product.

Missing the opportunity to adjust to market needs and penetrate deep and fast.

GinZing Eye Palate Concept

GinZing Eye Shadow Palate is going to be the newest addition to Origins stores

worldwide. The four eye shadow products will be the product leader in the eye shadows with

benefits. The four pallets will have three colors inside that focus on a simple illuminating routine

for the Origins customer. The GinZing Eye Shadow Palate will be simplified, convenient,

mistake proof, eye shadow palate.

Researched Demand

Origins customers come into the stores looking for products that are “Powered by Nature,

Proven by Science.” Currently there is little demand for the current line of eye shadows, “Peeper

Pleaser”. This is due to the lack of innovation and attributes. The declining demand of Origins

based make-up will result in the phasing out of the products in retail and department locations.

Origins will reinstate demand for eyeshadows by targeting the basic needs of customers.

When searching Pintrest (an idea swapping site that is categorized) shows that the basics in every

make-up bag are eyeshadow colors that illuminate the eye. Origins will build upon this demand

with the equally collaborative attributes of anti-aging formulation.

Product Attributes

The colors in the eye shadows will need to reformulate to be pigmented and have an

ingredient that assist the health of the eyes. In addition the texture of the eye shadows need to be

silky in texture. With the charts below the criteria of where researchers need to be is where the

pigmentation, texture, and benefits overlap in order to reach all customers.

Low Attribute Low to Medium Attribute Medium to High Attribute High Attribute0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Attribute Optoins

Pigmintation Texture Benefits

GinZing Eye Shadow Palate will cover these three core values as well present other

attributes that will be used as key words in product testing.

The GinZing Eye Shadow Palate will also have the additional benefits such as a double

ended eye shadow brush that will securely be placed inside the container. This will appeal to

customers that no only want simplicity but also want to save money. This is solving two

different problems at once. In addition the brush will illustrate that Origins does provide makeup

brushes.

There will be a mirror on the inside of the container that is great for quick touch-ups and

it is one less thing inside the make-up case or purse. Another amazing benefit that will be in the

GinZing Eye Shadow Palate is the easy to read illustration on application for day to night looks.

With the combination of the eyeshadow brush, mirror, and illustrations on how to use the

product, Origins will eliminate the excuses customers might give pertaining to the price point.

Development

The development of t GinZing Eye Shadow Palate will be based on the philosophy

Origins has towards every product that the launch. The eye shadow colors will be an extension

Anti-Aging

Silky Smoth Application

Long Lasting

Shimmery

Pigment

of Peeper Pleaser but not a replacement. The colors in the eye shadow will be carefully

handpicked to illuminate for basic customer markers (fair toned - blue eyes, fair toned - brown

eyes, medium toned - brown eyes, deep toned - brown eyes).

Testing

Due to the nature of the United States regulation laws, the formulation will need testing

through FD&C as well as compliance with the FPLA. However this will be a little hurtle

compared to the extensive market testing. The cosmetic industry is full of successes, failures, as

well as instant cash cows that later fall into the cosmetic grave yard.

Origins will conduct market testing for colors to identify the best color combination for

the segmented group. In addition market testing will be done to understand if the key goaled

attributes of the eye shadows are met. A quantitative as well as qualitative analysis of the eye

shadows will be done. The goal is not to just through a product out to the customer then faze it

out in 3 years. The goal is to have a sustainable staple in the Origins product line that will last 5

– 7 years.

Commercial Launch of GinZing Eye Shadow Palate

Brown Eyes Dark

Toned

Brown EyesFair

Toned

Brown Eyes

Medium

toned

Blue EyesFair

Toned

Marketing announcement must be made through all social media outlets. An integration

with social media and Origins website. This will drive connections and create product awareness

with customers linked online. In addition, google search will customize advertisements to

preferred potential customers.

Video blogs will be posted on Origins website as well as on social media. There will be

eight videos in all. Each video will demonstrate the basic versatility of the eye shadows from a

morning enlightened look to a more sensual evening look. The videos will feature four women

who meet the markers. Origins should look into makeup artist that will well known in the beauty

blog world.

At all Origins stores signage will be placed both inside and slightly outside the store. The

signage will create impulse in all ages. The photos placed will be straight and to the point.

There will be four signs featuring one women in each photo with the eye shadow illustrated as a

secondary placement. The GinZing Eye Shadow will also be the primary focus for the months of

April and May. Ginzing Eye Shadow Palate will be the secondary focus of June and July.

During the Holiday season the GinZing Eye Shadow Palate will be the secondary focus with the

primary focus being on holiday gift sets.

During the initial launch of the product in April and May there will be a gift with

purchase of any make-up product. The gift will be a choice of a GinZing mascara sample,

Underware for Lashes primer, or a sample size eyeliner Automagically. These samples will

reinforce the quality make-up products for the eyes as well as entice customers to purchase

impulsively. An additional upsell gift with a purchase of three items the customer will receive a

complementary eye cream of their choice of GinZing or Plantscription eye cream.