Pricing of a 100ml moisturiser
The body shop- £3.50 100ml
Lush - £4 100ml
Origins- £10 100ml
Molton brown – £10 100ml
Ren- £11 100ml
Aveda- £11 100ml
Neal’s yard remedies – £14.50 100ml
Dr hauschka- £15 100ml
The organic pharmacy- £38.95 100ml
Lumene £4 100ml
This indicates that Lumene will be in the mass market sector against Lush and The Body Shop. However Lumene will stand out due to its natural aspects and its unique european aesthetic.
‘British consumers spend 43% more on health and beauty products than inhabitants of any other European Country.’ British top spenders, Clark online: 2011
This demonstrates the opportunities within the current
This perceptual map demonstrates the competition Lumene would have once entering the Why have Lumene gone into the
What are the most typical characteristics of the
Research has shown there is significant competition in the marketplace, and many well-known skincare and cosmetic giants have a strong foothold in their respective categories. Big brands are investing heavily in media visibility. On the other hand, the consumers are not very brand-loyal, and they are very interested in what is new in the category. British consumers are likely to switch brands based on new trends in the industry and expect manufacturers to provide claims regarding the effectiveness of their products. At the moment many consumers are also very interested in purchasing cosmetic products with natural ingredients. The natural ingredient trend is expected to continue and grow over the next few years.
In Finland Lumene has been the market leader in
cosmetics for a long time. In the
is a challenger. What are the competitive advantages
of the Lumene brand in the American market?
The competitive advantage of the Lumene products is the combination of advanced cosmetics technology and natural ingredients from arctic nature. When we asked CVS customers who use Lumene cosmetics what they consider the most unique quality of the Lumene cosmetics range, natural ingredients was the number one answer. The demand for cosmetic products containing natural ingredients is growing within the
Why is Lumene a success in the
A European brand that delivers department store quality at an affordable price. Last year we executed some very successful advertising campaigns together with
CVS and made strategic use of the Extra Care program. CVS’s Extra Care customer reward program is the only one of its kind in the
Excellent Future Skin Care line
Revolutionary
Endless consumer reviews
The introduction of the Lumene brand on the
Raising Awareness by …
Educating the
New product releases generate awareness and excitement used to promote the brand in the
Also Lumene sponsors the 18th Annual Susan G. Komen Race for the Cure events in Boston. Lumene representatives solld gift bags featuring cosmetic and skincare samples for $5 at the Lumene booth.100% of the proceeds were donated to Susan G. Komen for the Cure. This links the brand to a positive message which creates honest and caring attributes consumers can relate to.
Target Consumer
Lumene wishes to address the wants and needs of women of all ages; it is a brand particularly designed for those who value beauty and inner well-being
USP
-A huge product range in both skincare and cosmetics with the combination of advanced cosmetics technology and natural ingredients from arctic nature.
-A European brand that delivers department store quality at an affordable price.
Viability for products doing well in the
US achievements
Excellent Future Skin Care line
Revolutionary
Endless consumer reviews
The introduction of the Lumene brand on the
Lumene’s origins are important to its branding due to its merged unique and respected heritage with the products.
An example of this design intigrated into the UK is the inginious temprary pop-up restaurant and exhibition called Hel yes! in East London The event brings some of Finland’s world renowned designers to produce the unique perspective which undoubtedly comes from an immersion in both cultures. The event is a great means of exporting Scandinavian Design to the
‘Our products are a means of exporting Scandinavian Design.’ Maija Olkkonen-Seppo design manager Lumene Group.
Lumene can utilise these great connections with design and innovation within its marketing and promotion generating a well respected and cool image.
With the
‘Although the economic recession has affected the beauty market’s growth rates, consumer demand for 'chemically-clean' and ecological cosmetics remains buoyant. (Organic monitor: online 2011)
Mainstream retailers in the
Consumers are drawn to cosmetics containing natural ingredients due to several reasons;
-One of the main drivers of growth in natural cosmetics has been the consumer trend towards healthier lifestyles and many natural products have perceived health benefits.
- Consumers believe they have higher standards of quality. This has enabled cosmetics manufacturers to charge higher prices for natural products, thereby injecting value into the market. Major manufacturers have also used this perception of quality to drive packaging developments, which convey fresher, more upscale appearances for natural products. Origins and Aveda, for example, have achieved success by emphasising the quality of their products, which in turn have prompted smaller producers to introduce competing products and rejuvenate their packaging.
-Another is reason is because consumers are becoming more and more aware of the possible dangers of parabens, phthalates and other synthetic ingredients in cosmetics & toiletries. (Organic Monitor online: 2011)
