Wilson BEAU 350 | Professor Wightman | Spring 2023
Lydia
Global Brand Development Strategy
Product
Integrated Marketing
Table of Contents Brand Overview Consumer Profile Market Opportunity
Opportunity
Plan
OSEA Malibu is a vegan and cruelty-free skincare brand that specializes in creating natural, non-toxic, and sustainable products. The company was founded in 1996 by
Jenefer Palmer, who was inspired by her grandmother's use of seaweed to heal skin ailments. OSEA stands for ocean, sun, earth, and atmosphere.
Ocean Positive
OSEA is the first beauty brand to be "Ocean Positive" certified with SeaTrees.
"This means that we offset more carbon than we create. For every ton of carbon that we offset, we pay it forward by investing in coastal restoration projects"
Product Assortment
Current Retailers:
Sephora, Ulta, Blue Mercury, Nordstrom, and Credo Beauty. Partnered with some spas in US and Mexico.
Social Media Presence
Current Consumer
Meet Andrea
Age: 25
Gender Identity: Female
Hometown: San Diego, CA
Income: $90,000
Education: Undergraduate Degree
-Passionate about natural skincare and protecting our planet
-Only uses vegan and cruelty-free products
Subcategory Consumers
-Age 62
-Lives in Houston, Texas
-Income is $150k
-Looking for Anti-aging ingredients
-Spends money on good skincare
-Age 23
-Lives in Stockholm, Sweden
-Income is $300k
-Passionate about the environment
-Life is centered around fashion & beauty
-Age 30
-Lives in New York, NY
-Income is $70k
-Is committed to sustainability
-Only supports smaller brands
Jackie!
Anna!
Desmond!
Meet
Meet
Meet
Target Consumer
Osea will be a new staple in Anna's already highly conscious beauty routine.
The products and brand identity speak directly to her by supporting the oceans and being elegant with simplicity.
Osea is the missing link on Anna's vanity!
Global
Price High Low Sustainable Non-Sustainable Sub-Category: Environmentally Friendly Skincare
Competitor Pricing Grid
With OSEA's natural and environment-forward products and simple look, they would be a great fit in Sweden's environmentally conscious beauty culture.
Quiet luxury is one of the biggest trends in Sweden and extends to the beauty market in Scandinavia.
As a brand, Osea captures exactly that.
Distribution Opportunity
www.osea.se
Ocean Cleanser 5 fl oz./$48 USD Hyaluronic Sea Serum 1 fl oz./$88 Atmosphere Protection® Cream 2 fl oz./$54
Internal Pricing
Major opportunities for arbitrage in the luxury skincare market with serums, oils, and moisturizing creams. Tapping into that market in Sweden will be beneficial for Osea.
Superfood Cleanser $39 USD US SE SEK 389.00 SEK 401.49 $37.79 USD -3.16% Vinergetic C+ Serum US SE $51.60 USD SEK 531.34 SEK 679.00 $65.93 USD 24.4% Active Oil Free Moisturizer US SE $42 USD SEK 599.00 432.31 SEK $58.19 USD 32.3%
Ocean Cleanser 465 SEK (Equal to $43.91 USD) Hyaluronic Sea Serum 985 SEK (Equal to $93.03) Atmosphere Protection® Cream 730 SEK (Equal to $68.94 USD)
In Sweden Price Recommendation
(Equal to $64.96)
otector 40+ sunprotector spf40+ 2fl. oz. 60ml Säker hudvård. Biotllgängiga formler rka på Jord och hav essenser everera kraftfulla hudösningar Passionerat drivs av vår familj sedan 1996 Final New Product Rendering
SEK
690
Zinc Oxide: An inorganic compound with the formula ZnO. Provides maximum sun protection naturally.
Integrated Marketing Plan
Attract Engage Convert Advocate Retain
-Billboards near coastal towns and major cities
-Partner with The Ocean Foundation of Sweden to enhance brand credibility
-Press event in Stockholm featuring beauty influencers in Sweden at Sephora
-Promotion email after first purchase on the Osea Sweden site with a 10% off code on the next purchase
-Collaboration with Nalgene to release Osea branded water bottles free with purchase
-Partner with Spa Nordstrom to use products with facials on clients
-Ask customers to sign up for Osea Sweden mailing list to get updates on new product launches and special promotions
-Encourage customers to post their Osea glow at the beach, springs, and any body of water they frequent with the hashtag #OseaOceanPositive
www.osea.se
Osea f nns nu i svenska butiker som Sephora och Nordstrom Få din glänsande hud med Sea Serum och exklusiva Sun Protector!!
Sources https://www.sephora.se/ https://oseamalibu.com/ https://www.sephora.com/ https://bluemercury.com/ www.statista.com/outlook/cmo/beauty-personal-care/sweden www.statista.com/outlook/cmo/luxury-goods/prestige-cosmeticsfragrances/sweden
