critical Analysis of these two luxury brands in the beauty industry

2. ABOUT
FOUNDER: Mira Kulkarni
•Founded in 2000, It is an authentic, traditional Skin
Care Brand, with its foundations in the ancient science of
Ayurveda.
•A pioneer in the Luxury Ayurvedic segment, today it
has become the quintessential Indian Beauty Brand
where secrets of ancient beauty rituals for skin and hair
care have been brought to life through pain-staking
research.

3. • Forest Essentials cater to four major categories i.e.
I. Facial Care,
II. Body Care
III. Hair Care
IV. Wellness category.
•It extracts the best from nature’s pressed oils, rare plants
extracts, herb infusions and steam-distilled pure essential
oils.
•Estee Lauder bought a 20 % stake in Forest Essentials in
2008 for an undisclosed account giving Forest Essentials
access to their international labs and help them in
international marketing.

4. Forest Essentials believe that everything in
this universe is created from the five basic
elements or Panchamahabhutas. Even man
is created from these five basic elements
and they represent the five senses and their
respective organs in a human being. This
can be depicted in the form of the
"INDRIYA PANCHA PANCHAKA" OR
the "FIVE SENSES".
PHILOSOPHY

5. At Forest Essentials, the products
embody this philosophy of the
Panchmabutas and are pleasing to all 5
senses as illustrated below:

6. PRODUCT
OFFERINGS

7. • Forest Essentials products are 100%
natural and they have proven what they claim.
•Their quality control standards are designed by Estee Lauder,
meeting International norms.
•Manufacturing facilities are GMP certified (Good
manufacturing practice) and of a farmer grade level
•
•Their herbs and flowers are picked up at a particular time of the
day, when they’re potent and some are even mixed while saying
chants to enhance their positive vibrations.
WHY FOREST
ESSENTIALS?

8. • The ingredients are sourced from organic,
sustainable and renewable plant based
origins.
•Having ‘tested’ its theories for 6000 years, directly on human
subjects, Ayurveda may justifiably claim to know the long term
effects of its treatments and products.
•Everything is made in the traditionally old fashioned
way, according to Ayurvedic tenets, and wherever
possible, by hand.

9. CSR for Forest Essentials has been the
cornerstone of success from the time of inception.
It has been in the DNA of the company to give back to nature, what
we take from it which is also the very foundation of 'Ayurveda'. The
manufacturing units work in harmony with the evironment. Any
process that harms the environment does not qualify for bsiness.
At Forest Essentials our CSR is extended in 3 approaches.
SOCIAL
RESPONSIBILITY

10. •The process began at the very beginning
with the establishment of the first
manufactory at Lodsi, Uttrakhand.
•The factory there is a social symbol today for the villages
as it is the only factory at the locale which provides
employment opportunities.
•The factory built amidst pristine surroundings of the
Himalayas produces hand-made soaps, ubtans and extract
cold pressed oils, all which are labour intensive.

11. •At Lodsi, the focus is centered on
empowering women who are provided with employment
andself-sustenance, by initially opening
bank accounts in their names.
•The brand assists the village with infrastructure to build
schools to enhance education and to aid sourcing clean
drinking water in nearby villages.
•They are constantly looking at ways to reduce their carbon
footprint and focus on using renewable
plant sources in their products.

12. Since the brand comes under the premium category,
they cater the middle to high income group, both men
and women of age groups 18 to 40 particularly.
TARGET MARKET

13. The products are ranging from-
•Below Rs. 500
• RS. 500-Rs. 999
•Rs. 1000-Rs. 1499
•Rs. 1500-Rs. 1999
•Above Rs. 1999
PRICING

14. •Brick and mortar stores- around
35 stores across India.
•They also sell their products through their own website and other
e-commerce websites such as Nyaka, Flipkart, Amazon and
Myntra.
•Collaborated with Estee Lauder for international marketing and
retailing.
•They offer their services in leading hotels such as Oberoi, Taj
and Hyatt.
•Their products are used in many spas and
are sold there as well.
RETAILING
STRATEGIES

15. •Forest essentials promotes itself as a brand that gives us
products directly from nature.
•As it is a very niche market brand, they do not advertise
via newspapers but have given two ads in 2015 and 2012.
•But they do provide Loyalty cards and frees hipping over
order of Rs. 2999.
•Free samples with every order.
•They provide coupons and gifts to their regular
•customers too.
PROMOTIONS

16. FACEBOOK PAGE

17. WEBSITE

18. •Madhulika Nourishing Honey Lep received
the 'Best Exfoliate and Scrub Award' at
the ELLE India Beauty Awards.
•Vogue Beauty Awards 2011: Best Night Moisturizer
•Vogue Beauty Awards 2016: Best of Anti-Ageing
•Vogue Beauty Awards 2017: Best of Skincare
SUCCESSES

20. FOUNDERS: Vivek Sahni along with Dave
Chang, Rajshree Pathy and
Vikram Goyal in 2002.
.
ABOUT

21. •Established to promote the message
of authentic Ayurveda, universally.
•Since then, creating pure Ayurvedic products according to
authentic prescriptions.
•Sold globally and used by some of the world’s leading
hotels and spas.

22. •Made from authentic Ayurvedic products,
using original, time-tested, balanced
prescriptions.
•Their treatments are 100% natural, vegetarian and use the
highest quality of natural ingredients.
•Against Animal Testing.
•Their partner is an original Ayurvedic institution, Arya
Vaidya Pharmacy (AVP) in Coimbatore, with Ayurvedic
hospitals and clinics all over India.
BRAND VALUES

23. •Skin
•Hair
•Bath and Body
•Wellness
•Mother and Child
•Men
PRODUCT
RANGE

24. For Skin-
PRODUCT
OFFERINGS

25. For Hair-

26. For Bath and Body-

27. Wellness-

28. •The products ranges from Rs 225 to 2,295.
•Consumers focus on the purity and the efficacy of
the products rather than judging the range purely by
its price.
PRICING
STRATEGY

29. •They have no TV commercials and neither do
they give newspaper ads.
•They do all their promotons via their website or
social media pages.
•The brand usually offer vouchers for
discounts and gifting purposes.
Some of them are like can be seen in the next
slide:
PROMOTION

31. FACEBOOK PAGE

32. WEBSITE

33. • They retail through our stores in Delhi,
Gurgaon, Chennai, Kolkata and various premium
category stores in India, some of them are as follows –
• Sephora
• Taj Khazana
• The Imperial Hotel
• The Box, The Park
Hotels
RETAIL STRATEGY
• The Oberoi Spa
• The Trident Spa
• Park Hyatt, Goa
• CCIC
• Good Earth
• Duty Free Shops, New Delhi and Bangalore.

34. COMPETITIVE
ANALYSIS

35. FOREST
ESSENTAILS
KAMA
AYURVEDA
TARGET
GROUP
Men and women
of age group 18-
40.
Men and women of age
group 18-40.
BRAND USP All products have
spring water.
100% organic products.
PRICE Rs. 300 to 4000/- Rs. 225 to 2295/-
CUSTOMER
SERVICE
 E-business
 Retail outlets
 E-business
 Retail Stores

36. Presentation By-
Aditi Singh
Arindita Dey
Ashwarya