Market Situation / Background

After the popularity of Miss World and Universe contests in India, in late 90’s Indian beauty and cosmetics industry started to grow with entry of many national and international brands with new products. By early 2000 the consumer was using products like fairness creams, anti soap face washes and face masks.

EverYuth had become a known brand with face wash, clear skin mask and an innovative product like Orange skin vitaliser. In the year 2002 client came up with an idea to launch a FACE SCRUB under the EverYuth umbrella. Till then no Indian company had launched scrub in a big way, only international brands like St. Ives were available in metro cities.

Competition

Competition was from international brands like St. Ives - expensive and not freely available - and Lotus which was sold through trade push only to parlours.

Challenge

There was no existence of the Scrub as a category. The product awareness was limited up to metros and in higher SEC only. Scrub was a part of ‘parlour’ facial routines and was considered harmful if done frequently.

Cleansing, toning and moiturising were accepted as the part of basic skin care routine.

The Consumer was familiar with the scrub due to parlour usage but never thought about if for regular usage.

Position the scrub as the most vital part of skincare as everything else is useless if the face is not clear of the dead skin debris.

‘Your skincare is incomplete without scrubbing‘

Objective

• Create awareness about scrub as category (usage and benefits)
• Bring the scrub within the consideration set of the regular beauty regimen.
• Take it from a higher order cleanser and make it part of ‘essential skin care’.

Consumer profile

• Females in the age group of 18-30 in SECA & B was the primary target of EverYuth.
• She was not an evolved beauty product user but had begun experimenting with new products and brands.
• She wanted to look good but could not afford costly products or regular parlour treatments.

Communication

TV campaign supported by press was launched. To reinforce the importance of scrubbing in the skin care regimen and make scrub the essential and first step of the skin care routine. Baseline: ‘Iske bina hai skin care adhuri’

It was not easy to make the consumer try the product. The idea of launching sachets worked well in this case. Due to low price and convenience many new consumers tried the product.

EverYuth walnut scrub was the first Scrub to be advertised and became the leader in a short time.

However it still was perceived to be a product not for regular use

To increase the usage and add new consumers EverYuth Ultra mild scrub was launched in the year 2007

To refresh the communication celebrity (Minisha Lamba) was used in the new communication in the year 2009. “How can your skin breathe if it is not clean from within? Clean your skin with EverYuth Scrub and let your skin breathe” is the new proposition