Fragrance
Similarities:
1. Fragrance as a selling point.
- Distinct and familiar fragrance
- People would like a fragrance that has a familiar scent, which is easily identified.
- Fragrance of cranberry, strawberry and cucumber were used
2. Fragrance oils used belong to the top notes category.
- Scent is quickly evolved as top notes are characterized by high volatility
- Leaves behind a nice scent without it being too overpowering and strong as moisturizers are often used in large amounts
- Does not mask other scents like one’s perfume.
- Targeting at the women population
- Corresponds to the more feminine packaging, red for the cranberry body butter, pink for the strawberry balm and light, pale green for the cucumber essence
Differences:
1. One distinction is that cucumber, besides giving a clean and fresh scent, also has other additional benefits
- Cucumber can be used for skin problems because of its diuretic, cooling and cleansing property
- Many use cucumber to counter tired eyes
- Cost of cranberry is higher than the other fruits in its range like mango and papaya, selling it at the same price will make it more value for money.
- Only available during Christmas season
- Encouraging people to buy more because it is not always available
- Good gift to others as it is sold during Christmas.
4. Nature Source’s Strawberry and Cream balm is two different products in one single entity; i.e. strawberry gel and vanilla cream.
- Two fragrances that are used in the product.
- Luxury of choice between using the strawberry or vanilla on its own, or both together.
Product Claims
Similarities:
1. Product claims included information of benefits one can obtain through using the product
- Highlight the ingredient that is part of the product name.
- For instance, in the product claim of cucumber essence, the unique contributions of cucumber are stated
- Helps to accentuate the distinctiveness of the product and enables the customer to have a holistic view of the product as the claims form a connection between the product name and its benefits.
3. Claims are usually short and forward
- Reading and understanding easy.
Differences:
1. Cucumber Essence claims not only to moisturize but have the additional benefit of blocking the harmful rays of the sun
- Skin Food positions their product by highlighting this element that their product claims to have
- Additional ingredients that were added to the product were mentioned in the claims. The strawberry and cream balm contains aloe-vera.
- Aloe-vera is known to have healing properties on dry and cracked skin, burns, blisters, frostbite, insect bites, and allergic reactions.
- Possesses incredible moisturizing properties.
- Studies show that aloe-vera improves the skin's ability to hydrate itself, aids in the removal of dead skin cells and has an effective penetrating ability that helps transport healthy substances through the skin.
- Cranberry Body Butter emphasizes “Community Trade”, which is trading with people from less developed countries to aid in boosting their economy.
- Body Shop therefore publicizes their humanitarian efforts, which may encourage customers to buy their products because they are also doing something good for mankind
Product Packaging
Similarities:
1. The color that customers see on the product package is a reflection of the color of the fruit or vegetable that is used in the product.
- For instance, Strawberry and cream balm packaging consists of pink and white colors.
- This gives the product a more holistic presentation as the customer can appreciate the connection between the product name and the packaging.
Differences:
1. Cucumber Essence makes use of a small container with a compressor
a. Increases the ease of bringing it around and also regulates the quantity used each time
- Complement the role of an essence. An essence is used in small quantity. Hence, each pump releases a small amount of essence in order to avoid wastage or leakage.
b. However, with the increase cost of manufacturing a compressor, the final price of Cucumber Essence is significantly higher than the other two products
- Positioned to working adults that have higher spending ability
- The packaging of Cucumber Essence also matches the image of a high-end moisturizer.
2. The strawberry and cream balm uses a transparent container
- Customers are able to see the two different colors representing the two entities in the moisturizer
- Shaped as a Christmas ornament
- Most visually stimulating and makes the most interesting gift choice, which is a selling point.
- The name of the product and company is not on the bottle. Instead, it’s on a separate piece of paper, which includes the ingredients.
- May not be the best strategy to market the product as once the paper is lost, the company and product name will also face the same fate, reducing publicity
- Opening to the container is wide and big, facilitating the scooping of large quantities of body butter, which is encouraged in the product usage
- Container being large, giving the impression that it contains a large quantity, which increase its value for money.
Click here to download the writeup.
