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Panasonic Beauty

Panasonic Beauty is the Beauty and Health Care segment of Panasonic, a premium Japanese consumer electronics company.

Panasonic Beauty consists of the entire range of grooming and beauty products of Panasonic.

IBD partners Panasonic Beauty for Brand, Business Opportunity, Product Lines, Market Communication collaterals and Channel Led communication.

The Opportunity

In 2009- 2010, India was one of the fastest-growing beauty markets. Low market penetration for personal care products in India offered an opportunity for more significant growth down the road in this country of 1.2 billion people. If one looked at the CAGR of the sub segments in the beauty market, all categories were growing at double digits.

Consumers' tastes were rapidly evolving to cosmopolitan tastes, matching their increased disposable incomes. Choices which were once considered a luxury was quickly becoming a necessity.

The number of working women was growing. These women were independent and self- conscious. They didn't mind extra expenses when it came to pampering themselves, to look and feel good. This created a sudden consumer market for numerous personal care products.

The Challenge

  • Low awareness of Panasonic Beauty's product range
  • In a highly un- organized market, competition was increasing rapidly
The Objective
To create a preferred and differentiated brand image.

Panasonic India wanted to create a strong presence in the Personal Care Appliances market by increasing awareness of their Beauty Products and to be the market leaders in this category by the year 2018.

The Campaign 2011- 2012

In order to introduce and connect Panasonic Beauty to the consumer's mindsets, IBD had to create an effective brand communication.

The Opportunity

Women love to look different every day. Panasonic Beauty products are not just simple and safe to use but they enable a woman to have a different look and style every day.

Communication Focus: A New Style Everyday

The communication focus of the campaign was on Panasonic Beauty's range of products which enabled their user to look different and new every day.

Product Focus

Hair dryers range.

Print Ads
Panasonic Beauty
Panasonic Beauty
Panasonic Beauty
Panasonic Beauty

A TV Contest "Face of Beauty" was conducted on MTV as part of Panasonic Beauty's launch campaign.

Print Ad
Panasonic Beauty
Collaterals
Panasonic Beauty
The Result
In the span of a year, Panasonic Beauty captured a market share of 18% from 14.7%.

The Campaign 2012- 2013

After a vastly successful year, Panasonic Beauty decided to evolve the communication to connect better with consumers.

Brand Positioning

The brand's positioning remained the same.

Communication Focus (Women): Look Wow, 24x7

A woman's need had grown to look different, not just on a daily basis but as per the requirement of their mood. Panasonic Beauty enables a woman to achieve the look desired by the user's mood.

Communication Focus (Men): Style Has A New Statement

Men were also joining the trend of being conscious of their looks, becoming more metrosexual. They were beginning to experiment with their looks, preferring suave and slick to rugged. Panasonic Beauty Men's Grooming Range empowered men to achieve the perfect smooth and suave look.

Product Focus

An independent communication created for a range of men & women products.

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Panasonic Beauty
Panasonic Beauty

The Result

In the time span of 2012 and 2013, Panasonic Beauty rose from a market share of 18% to 25%.

The Campaign 2013- 2014

Panasonic Beauty realized that the consumers had grown drastically in the span of two years. They were now global, cosmopolitan in lifestyles and demanded products that matched their image.

Brand Positioning: Great Looks, Great Times

Contemporary women are always on the move facing different occasions popping up at any given moment. A successful individual is one who breezes through all of life's events with élan. A truly successful individual is one who does it while looking great all the time.

Communication Focus (Men & Women):

Panasonic Beauty products enhance the individual as they are, so that they look their best through all of life's events and occasions.

Product Focus

An independent communication created for a range of men & women products.

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Panasonic Beauty
Panasonic Beauty

The Desired Result

Panasonic Beauty's objective for 2013- 14 is to take the market share from 25% to 30%.

Executive Summary

In just a time span of three years, Panasonic Beauty has achieved the following:

Panasonic Beauty has grown to second position in ranking and market share in the Personal Care Appliances category.

Product penetration has moved beyond metro cities into Tier 2 and Tier 3 cities in India.