FINDING A VOICE OUTSIDE CONFORMITY CONVERSATION FOR FABINDIA PERSONAL CARE A LOWE LINTAS PRESENTATION MAY 2018

Transcription

1 FINDING A VOICE OUTSIDE CONFORMITY CONVERSATION FOR FABINDIA PERSONAL CARE A LOWE LINTAS PRESENTATION MAY 2018

2 The Brief To be placed with a distinct identity in the world of natural personal care brands Enabling personal care range to compete beyond Fabindia stores & get people to opt for it Create awareness, strengthen brand Appeal to a wide set of audiences, men and women Taking from the brand and feeding back to it Delivering the Fabindia promise in everything we do. Starting with packaging

3 Market snapshot Naturals is emerging as a new growth frontier 41% of the total Rs 44,790 crore personal care market Urban areas are fueling the growth with 6.7% in 2017 Indian origin companies contribute 79% to the natural segment in the personal care category. Chemists and modern trade driving growth Sources: But Naturally Nielsen Report 2017

4 Decoding the world we are attempting to enter

5 The world of personal care Linear, singular, conformist definitions of beauty. Parity between all kinds of brands Efficiencies are category hygiene. Distinct skew within natural care too Melting divides. Natural & non-natural care brands adopt similar language, tones & promises Natural care brands products teaming up with technological expertise to claim superiority Wide spectrum sees a huge price range. With increasing authenticity appearing, as the price ladder goes up. As does evolution for the buyer

6 The world where this is bought The cluttered chaotic multi-brand retail space Onslaught of colors, benefits, multiplicity and new names. Placements, shapes & colors define immediate eye movement Retailer recommendations on the basis of what sells the maximum. Chemist retailers are trusted, almost as though they d recommend something medicinally Less involvement at General Trade & chemistsconsumers know what they wish to buy and pick that brand only. In case the brand isn t available they change shops but not their brand. Experimentation & involvement in MT When they do switch products, they choose basis ingredient, and not a different product within the same brand

7 Therefore, the need for creating a differentiation in a market of conformity A need, and space for a brand to commit itself to the codes and promises of natural care. Uncluttered by expectations & looks from the overall personal care market

8 How will we do this? Bolstering brand credentials and stand for a compelling story, beyond product

9 Who is our audience? Who they are Relationship with the category Relationship with beauty Expectations from Us

10 People aware of natural care products & gravitating towards them More evolved in their outlook of beauty and skin & hair care Clear of their choices, are discerning & opt for brands & products that are efficient Experiment less, choose to stay with something they can trust, willing to spend for the right product, as long as they are convinced it is right for them Look to associate themselves with brands they can respect. For what they offer and who they are

11 Expectations from natural care products

12 SOFT ON MY SKIN SMOOTH MAKE ME FEEL GOOD ELEGANCE GROUNDED PLANTS MAKES ME FEEL SO CLEAN ALWAYS COMFORT ENVIRONMENT FRIENDLY SEA SOUNDS WOODS ME TIME HAPPINESS EARTHY, FRUITY, MISTY, FLOWERY LIGHT FRAGRANCES INVESTED IN SELF PURITY CONFIDENCE MAKES ME FEEL PAMPERED GRACE FOREST A LOVELY SUNNY MORNING LUXURY EARTHY NO ANIMAL TESTING HARMLESS BORN FROM NATURE UNDERSTATED GIFTS NOTHING IS 100% NATURAL

13 What is even natural anymore? While there is a rising cynicism towards chemicals, efficiency is still key. A belief that natural personal care products will be less harmful for and on them Making do with notional natural arguments. Clear understanding that nothing will be 100% natural, but hoping to opt for a lesser evil I need the product to do what it is meant to do, you know. It must clean my face of impurities if it s a face wash. Of course, the more natural it is, the more suitable it will be for my skin. But just because it is natural, it can t not do what it is supposed to. Having said that, I wish everything was natural that I used. It ll definitely not harm me, or harm me less. -Anuradha Kaistha, 35 'I know everything I eat and use isn t natural despite the claims being so. If it was, how would it survive the shelf? Having said that, I use it still. Because I d rather use something that claims to be natural at least. They ll probably harm me a little less, I guess. And they work. -Nirmal John, 34 Sources: Hindu Business Line October 2017, Euromonitor & India retail, primary research

14 Seek clarity, simplicity, specificity Articulated disdain for pretense. Forest Essentials. Seek truthfulness. Induce trust & not demand it Seek specificity- what must I use when, for what, and why! Educate. Don t sell. <Videos will be inserted here> I want to know what ingredients you use, what composition goes in there, what percentage of what, and then I will take a call accordingly. -Pooja, 38

15 Relationship with beauty/appearances

16 An emerging culture of confidence We are becoming more confident in who we are Unafraid to speak our minds and wear the beauty of our natural selves on our sleeves Beauty is slowly shifting from being for validation from others to, for self

17 An emerging shift, from looking good to feeling good. With emphasis on feeling. Evident in product choices

18 With these needs, desires, and slight cultural shifts, what then are expectations from Fabindia?

19 INDIAN MEANT FOR ME ETHICAL BRINGS HERITAGE CLOSER TO US WARM ELEGANCE FOR THOSE WHO SPEAK THEIR MIND GROUNDED GRACE FOR WEAVERS MAKES ME INTELLIGENCE TRUST REFINED SELF ASSURED INTELLECTUALS NO TAMASHA HANDMADE DIFFERENT FROM ASSEMBLY LINE BEAUTIFUL RESPECTED PRIDE PROGRESSIVE HARMLESS POISE EVOLVED KURTAS SOPHISTICATED UNDERSTATED AUTHENTIC UNCHANGING

20 Products that will not harm me Products that are designed, sourced, created, formulated with care, committed to not harm in any way. The cotton, silk feels a certain way against my skin. It feels like it loves me

21 Promises that will be kept Years of trust on the brand, its unplanned ambassadors evoke a sense of surety and trust

22 Authenticity The world of Fabindia is seeped in authenticity, with real effort that celebrates the ethos of India. Bringing real heritage closer to us. They wish to see the same thing translated to personal care

23 There is a distinct expectation from Fabindia for products that will be natural and good for me. Not harming me in any way. A counterpoint to the category that predominantly sits on superficial transformation at all costs.

24 While our product will deliver to that promise, the brand Fabindia stands for much more. And whatever Fabindia launches must be true to it IDEOLOGY

25 Original Counterpoint In the world of machine made western wear that threatened to engulf closets, Fabindia became the brand for authentic Indian wear, with real weaves, details true to India and that appealed to the refined, real, progressive Indian These are people willing to question status-quo, seeking the alternate and looking for an inclusive world, nurturing their own thought processes and the social structure at large.

26 So what cultural & category truth can we be a counterpoint to?

27 Idea I

28 Cultural Truth Our world is full of harshness With that we are constantly harsh with ourselves. Our own expectations from us, personal political, work place expectations, are constantly, consistently harsh Increasing polarization, constant anger, intolerance, is making the world a difficult place to be in.

29 Category Truth Products that promise us beauty & care often harm us Unreal standards of beauty push us to look a certain way. That quest alone in harmful In that quest the products we use in turn damage our skin, hair that nurture it

30 Product Truth Our products are not harsh on you We are effective but we keep the health of your skin and hair as a priority. How you feel, after using our products, is a sense of ease The ingredients in our products are selected, treated with utmost care, with what is beneficial for the environment and for those who use them

31 Audience truth Category truth The world is laden with harshness. While we are harsh to ourselves with our own expectations; harsh to our environment, the very space we now inhabit is becoming more and more hostile. Unreal expectations of beauty and the chemicals in products that promise those, insist that we be harsh on ourselves, our skin and hair. Our products are not harsh to you. And neither are we so with everything we dowhether sourcing, creating or treating. Brand truth Proposition In a world laden with harshness, Fabindia encourages you to be kind. To those around you, but first to yourself

32 We live with harshness everyday. Within it. With it. In personal & the political. In expectations from ourselves, of ourselves. The world needs kindness. We need kindness. That tender softness. That simple acceptance of seeming failure. And the simpler acceptances of ourselves. Fabindia encourages you to be kind.

33 Idea II

34 Cultural Truth Our world thrives on lies There is little we can trust. Even what our eyes see. Propaganda masquerading as news, fake information, unkept promises. Trusted brands have cheated us. People we have adored have not stayed true to their promises

35 Category Truth The world of beauty is exaggerated & unreal Promised products are not what they seem. Natural extracts to natural to 100% botanical extracts! Beauty results promised are almost always false, therefore unattainable

36 Product belief In a world of promises that are often never kept, Fabindia can derive from its core of authenticity. Our ingredients come from places where they belong. They are sourced and treated as they must be. And we leave no stone unturned in being authentic in our journey

37 Audience truth Category truth There is nothing I see today that I can trust. Products that sell anything under the garb of natural. Unreal standards of beauty and falsehoods in compositions Authenticity, truth and Fabindia are synonymous with each other Brand truth Proposition In a world full of lies & deceit, where you are desperate to trust someone and vulnerable when you do, Fabindia celebrates honesty. Honesty in a bottle.

38 I need to place my faith. To believe. To go beyond broken promises. And find one to trust. I just want the truth. An honest, uncolored truth. Truth that is true. Can we bottle this up? Fabindia is honesty, in a bottle

39 Idea 3

40 Cultural Truth Heritage runs the risk of becoming obsolete when it fails to stay relevant. Languages are languishing because they aren t used. New efforts in contemporizing sounds, words, crafts, languages are ensuring they stay alive.

41 Category Truth Natural is being used as a selling story rather than the product story. Where increasingly, chemicals are used to supplement ingredients. Is there no other way?

42 Product Truth Natural products need to answer to more complex and detailed needs today than ever before. And we are prepared.

43 Audience truth Category truth Heritage runs the risk of becoming obsolete when it fails to stay relevant. Natural is being used as a selling story rather than the product story. Where increasingly, chemicals are used to supplement ingredients. Natural products need to answer to more complex and detailed needs today than ever before. And we are prepared. Brand truth Proposition Fabindia infuses heritage with newer, natural promises, keeping it relevant and efficient.

44 When we don t prepare heritage for the contemporary world, we run the risk of losing it. Irreversibly. Irrevocably. The only way to preserve our heritage, its efficiencies, its magic, is to use it. Use it in a way that makes it the most efficient solution even today. Heritage that lives on in a contemporary world. Not just because it is heritage. No. But because it is relevant. And it works. Fabindia is nourishing heritage for today.

45 Q&A