4 - Application of the Life Cycle concept

Application of the Life Cycle concept

Evolution of powder over 300 years -

·         Egyptian women used to dab their faces with a mixture made up of chalk or clay. The purpose here was to stay away from evil spirits.

·          Later, this dabbing of chalk and clay mixture was used by women to cover up their tan.

·          Women from the royal families and those with higher status believed in having their faces painted white.

·          The women who were less wealthy used to make face powder made out of wheat flour.

·          In 15th century, production of rice and white flour started diminishing because of the growing usage as face powder.

      In 20th century, with theatre coming into picture, the demand for face powder again grew as the actors needed it for their make-up. In order to meet the demand for face powder, many nations started experimenting and in 1923, the English company, Laughton & Sons came up with the first compact or compressed powder.
           In the 20's Anthony Overton launched the first powder for Afro-Americans and called it as High Brown Brand. Following this, in early 40's Elizabeth Arden came up with the manufacture of powder along with other make-up products.
          In early 50's, Hollywood stylist Max Factor launched face powder for the actresses and affordable foundation for common women which was called as a pan cake.
     In India, sandal powder has been used since a long time as a face powder.

• The establishment of the first beauty salons also appeared in the late 19th century.
•     Customer Need that had to be satisfied -
•     In a cosmetic sense, it was to appear fairer and have blemish-free skin. The purpose is to smell good and feel fresh; even babies have face powder made for them.

Value addition to powder -

·         They come in different textures - loose powder, compact (cake), cream based compacts

·         Compacts are conveniently packed - can be carried in purse; this has promoted increased use due to    many reapplications throughout the day.

Innovators	2.5%	Those who are aware of this product equivalent abroad and want to try out the Indian counterparts, which might suit their skin better.
Early adopters	13.5%	Those who own a cosmetic blog; anchors on TV who review cosmetic products for viewers; health & glow store
Early majority	34%	People loyal to Lakme brand and those willing to try it out.
Late majority	34%	People who have received good reviews and are convinced that product is worth their money.
Laggards	16%	People who may try the product if unavoidable; just before it is replaced by an in-house superior technology product.

Therefore in the initial stage, a profit of more than 2.5% cannot be made.

Packaging:

The cover is a deep purple and the writing is in a clear bold font, gold in colour and well spaced out.

The writing is also minimal.

Purple - Signifies royal and this colour is used, as it is a long lasting matte finish powder, which is in a mid-price range. They have a low-end compact priced at Rs 170 and a higher-end one priced at Rs 500.

Has a good expiry period as it needs to be used within 3 years.