Pre-case presentation of our team in L'Oreal Brandstorm 2012 competition.

3. Welcome to
Polish Beauty
and Personal
Care market!
Beauty and Personal Care in
Poland, June 2011

4. Polish consumer
1. Prefers to buy beauty products at
drugstores (Rossmann)and health & beauty
specialists (Sephora, Douglas).

5. Polish consumer
2. Is loyal to Polish brands (especially skincare
and suncare products)

6. Polish consumer
3. Recently, more and more important target
become also men, whose needs concerning
cosmetics also increased recently (forecast
of sales Man's grooming product is predicted
to raise from 3,2% in 2010 to 17,2% in 2015!).

7. Polish consumer
4. According to Global Trends report,
consumers watch out more about their
expenses, choose discounted products and
look for group deal coupons (Groupon,
CityDeal)

8. NEW TRENDS

9. ORGANIC TREND
• Organic cosmetics market
develops in Europe despite
recession.
• The most popular subtypes
are:
– skin care
– colour cosmetics
– soap & bath
– hair care
• A significant life event, such
as having children,
encourages purchasing of
natural/organic products.
ORGANIC BEAUTY, Trans Global
Trend Watch, January 2010

10. What do
I REALLY buy?
Is this
product
certificated?
Was it
produced in
ethical way?
Is it better in
compare with
other similar
products?
Consumer Trend Predictions 2010

11. Main competitors seem to
be multinational
manafacturers, such as
Procter&Gamble or Avon
Cosmetics...
...however, The
Body Shop is
created with
certain values. And,
what's especially
important, those
values are getting
more and more
influent to the
avarage consumer.
Beauty and Personal Care
in Poland Report 2010

12. ...using natural ingredients, pro-
ecological attitude, respect for
employees, fair trade rules, cosmetics
not-tested on animals – that's distinguish
mark of this brand.

15. Yves Rocher in Poland
Since 1959, Yves
Rocher creates
cosmetics inspired by
nature. Ingredients
comes mostly from
company-owned
hearvests located in La
Gacilly, France.
http://www.yves-rocher.com.pl/

16. Yves Rocher in Poland
Yves Rocher seems to
be the strongest
competitor at organic
beauty market in
Poland. Beside holding
1,5% market share, it is
pretty well known
among customers for
its natural image.
http://www.yves-rocher.com.pl/

17. Yves Rocher in Poland
Stores (almost 100 in
Poland), are mainly
located in shopping
centers, some of them
has its own beauty
salon. On-line store is
also available.

18. Yves Rocher in Poland
Yves Rocher
Foundation is running
two social campaigns:
Earth – the planet of
women and the
Planting Tribe, both
focused on supporting
nature protection and
ecological education.

19. Yves Rocher in Poland

20. If Yves Rocher was a person...
Has French roots
Looks for natural
ingredients
Cares about
environement,
chooses
ecological
products
Woman,
25-60 years old
Middle class
Educated,
aware of
ecological
issues
Expects good quality

22. Pat & Rub
Despite its short
existence on Polish
market, Pat&Rub got
already awarded by
magazines Uroda and
InStyle for the best
product of the year.
www.patandrub.pl

23. Pat & Rub
As a new company,
Pat&Rub is still on its
way to gain reputation.
Despite being new in
the market, they show
key signs of rapid
development.
www.patandrub.pl

24. Pat & Rub
Products are available
on-line and also in
Sephora. Pat&Rub
closely cooperates with
SPAs and beauty
salons, which seems to
be very lucrative
distribution chanel for
this kind of products.

25. Pat & Rub
Pat&Rub cosmetics are
100% produced from
natural ingredients. As
one of very few
producers in Poland,
Pat&Rub is certified
with ECOCERT.

26. Pat & Rub

27. If Pat&Rub was a person...
Beauty magazine
reader
Wealthy, big city habitant
SPA, beauty salon
guest/owner
Looks for certified
product,
made in 100%
from
natural
ingredients
Woman, age 25-45
Shops on-line
or in Sephora
Expects high quality

28. THE BODY SHOP in Poland
L‘Oreal has a very
strong position,
altough, The Body Shop
brand is not well known
among consumers.

29. THE BODY SHOP in Poland
The Body Shop has 16
shops in Poland, and
no other channel of
distribution, such as
e.g. on-line shop or
indirect sale.

30. THE BODY SHOP in Poland
The Body Shop
products are known of
its colorful packaging,
which is strongly
associated with exotic
fruits and other
ingredients they are
made of.

31. THE BODY SHOP in Poland
The Body Shop values
are strongly
highlighted. Social
campaigns are as
much important as
beauty products
itselves.

32. THE BODY SHOP in Poland

33. If The Body Shop was a person...
Activist
Wealthy
Woman,
20-50 years old
Educated,
aware of ecology
and social issues
Big city habitants
Self-confident

35. OPPORTUNITIESSTRENGHTS
WEAKNESSESTHREATS
International brand,
(since 1976)
Green state of mind
Ethical and natural image
Colourful packaging
Products and ingredients
inspired by nature
Social campaigns
Distribution
Not well recognisable by
Polish consumers
High production cost
High price
Small number of
competitors
Variety of natural
ingredients
Change of consumer
behavior
Polish consumers are open
for new trends
Social campaigns - new
customers
Lack of organic leader -
strong competition
Economical crisis
Consumers loyalty to other
brands
Low awareness about The
Body Shop brand

36. The New, Iconic Product
Trends:
- specific age
- specific skin types
and skin problems
The Body Shop Target:
woman, 20-50 years old
The Body Shop
social campaigns
are as much
important as
beauty products
itselves.
A significant life
event, such as
having children,
encourages
purchasing of
natural/organic
products

37. Activate TEEN-esteem!
Curious
Too shy to ask
„Steal” mom’s cosmetics
Skincare begginer
Future responsible consument
The worst time for self-esteem
NO little peagant queen
‘As the twig is bent, so grows the tree’

38. Sample products
Daughter
age 8-14
Cream cleanser and toner
For sensitive skin, delicate
protection
Cream
Light cream that protects from
UV
Colour cosmetic Natural Lip Stick (no colour)

39. Defend Human Rights
Some percentage of the income from ‘the mother-daughter’ product
could be used to raise funds for an educational program about
hygiene and personal care targeting kids in orphanages.

40. Questions?
Marta
Bednarska
Monika
Mądrzejewska
monja15@wp.pl martabed8@gmail.com magfilipska@gmail.com
Magdalena
Filipska