15 PERCENT SKIN BRAND STRATEGY
Payal Ahuja
15 Percent Brand Strategy Highlights:
Brand DNA & Concept:
Emphasizes the skin’s health, with science-powered, balanced skincare formulations.
Unique focus on skin being 15% of body weight, highlighting its significance.
Philosophy & Mission:
Science-driven, transparent, and safe skincare.
Promotes long-term skin health with gentle yet effective solutions.
Target Market:
Age: 22–45, inclusive of genders.
Geographic focus: Tier 1, 2, and 3 cities in India.
Brand Personality:
Sophisticated, trustworthy, innovative, approachable, and inclusive.
Positioning:
Science-backed formulations with premium packaging and direct-to-consumer sales.
Customer Personas:
Mid-30s professionals seeking premium quality.
Early-career individuals looking for effective, affordable skincare.
Competitive Analysis:
Differentiated from Dr. Barbara Sturm, The Ordinary, and 111Skin by blending premium, science-backed, and accessible formulations.
SWOT Analysis:
Strengths: Science-driven, premium brand positioning.
Opportunities: Expanding range, leveraging social media.
Threats: Competition, limited reviews, market saturation.
Unique Selling Proposition (USP):
Combines science and efficacy with inclusivity for all skin types.
Executive Summary:
Aimed to redefine Indian skincare with balanced, science-driven products, fostering trust and inclusivity.
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Posted Jan 2, 2025
Developed 15 Percent's brand strategy, including DNA, positioning, tone, and personality, to create a science-driven, inclusive, and effective skincare brand.
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