Building a ‘Beauty Brand’ Veet India - Beyond Hair Removal Executive Summary the Solution Attempts to Address the Transition of Veet from a Hair Removal Brand to a True Beauty Brand. Starting with a Study of the

3594 Words Nov 7th, 2012 15 Pages
Building a ‘Beauty Brand’

Veet India - Beyond Hair Removal

Executive Summary
The solution attempts to address the transition of Veet from a hair removal brand to a true beauty brand. Starting with a study of the depilatories market in India and Veet’s growth over the years to create a platform, the results of the primary research have been presented. The primary research was a combination of questionnaire based research and PAPIs (paper aided personal interviews).
The brand awareness of Veet was measured through both recognition and recall of the brand. The salience for the competitor brands like Anne French and Fem were also analyzed. Responses were gathered to identify the preferred usage locations of hair removal products. The
…show more content…
* An important fact to remember is that usage across age groups is higher in the higher social groups.

* The clear insight which emerges here is that brands in this segment must have a image associated with youth & sophistication

Products & Usage Areas
The hair removal market sees primarily 3 types of products: * Razors * Wax * Cream
Waxing can be further subdivided into: * Cold Waxing - Strips of cloth are pre-coated with wax. These are applied to the area to be treated, rubbed in the direction of hair growth, and then pulled off quickly in the opposite direction. * Hot Waxing - The wax is heated to a comfortable temperature. A thin layer is spread onto the area to be treated in the direction of the hair growth. Once the wax is cooled it is quickly torn off, using a cotton strip, in the opposite direction of the hair growth, and the hair is removed with it.
To better understand usage of these products one must look into the body areas where they are used. Accordingly an analysis of category penetration into various body areas and products preferred b y Indian women in various body areas is presented below:
Penetration in Body Areas
Product Types for each Area

Creams – 43.62%
Wax – 52.13%
Wax – 43.68%
Creams – 49.43%
Threading, Bleaching etc.
Cold Wax Strips
Razor – 41%
Creams – 56.25%
Razor – 37%

More about Building a ‘Beauty Brand’ Veet India - Beyond Hair Removal Executive Summary the Solution Attempts to Address the Transition of Veet from a Hair Removal Brand to a True Beauty Brand. Starting with a Study of the