Alisha Gupta |

Lakme skin regime communication

Guide C S Susanth
Sponsor Hindistan Unilever Limited
Keywords consumer-centric;cost implementation;Design theory;Point of Sale (POS)

The purpose of this design project is to introduce Design theory and sketches for the regime building mechanism’s theory of skin regime.

This project is centred on developing an understanding of skin regime, consumers’ take on skin regime, and brand product portfolio. Research was mainly consumer-centric. It was observed that products for focused care for a part of the face/ a stepwise routine is understood but does not translate into purchase at the Point of Sale (PoS). At the Point of Sale (POS), efforts are made to upsell, but this is seen mainly as an effort to push or sell more rather than expert advice.

The target consumers were women in the age group of 21–30. A study was conducted on various brands available in the market and how they were established therein. The outcome of the project is the skin regime theory at the PoS level which includes packs for skin regime products, PoS at retail outlets, over the top counters, and alarm for reminder that is accepted by maximum number of consumers and documenting the creative process of achieving the same.

The exposure to the industry helped understand factors such as cost implementation, and market techniques. Rationalising the concepts and thinking about the practicalities of selling the idea were other important aspects of the learning acquired. Ideas do not depend on aesthetics to make an impact but largely depend on practicality of the design. The simplicity and practicality carry maximum business potential in the context of design.
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