Cleanie:)

Cleanie:) is a facial cleanser that made by from a balm form and is packaged in a stick form that can be rotated up and down.

1) Business Environment Analysis.

1.1) Market Analysis: The Thai cosmetics market is expected to be worth 323 billion baht by 2030, with an average growth rate of 5.0% per year, an increase of about 1.5 times from 2022. From the survey and observation of marketing strategies after COVID-19, there are still few brands that make cleansing balms in stick form, making it easier for people to be interested.

1.2) Consumer Analysis: The facial cleansing behavior of people who travel abroad often requires convenience and portability because they cannot carry liquids on the plane. Therefore, consumers want products that do not require cotton to cleanse, are not liquids, and are easy to carry and lightweight.

2) Brand Development Goal Setting

2.1) Vision: To be a leader in facial cleansing products that are convenient for consumers of all genders and to export the "Cleanie" brand abroad.

2.2) Mission:

Environment: Develop environmentally friendly products and create awareness of environmental conservation through the product's Refill system. And can bring the used packaging to exchange for recycling

Social: Promote people to start taking care of their faces from the beginning (washing the face)

3. Target customer group and insight details

3.1) Target group: People who have to travel to the provinces and abroad or people who travel frequently, people aged 15 and over, have medium to high income

3.2) Psychological characteristics: Love the environment and like convenience, do not like complications, and want to take care of themselves

3.3) Behavior: Cannot carry water-based facial cleansers because they are on the plane and have a need for convenience and speed. Like to try new products

3.4) Insight (deep needs): Products that thoroughly cleanse dirt, bright skin every day

4) Packaging design

4.1) Material: The stick and the lid of the packaging are made of 100% rPET (Recycled PET) plastic.

4.2) Overall design: Simple and compact shape for easy portability.

The color used is Misty Mint.

The matte surface is used to make it easy for consumers to grip the product and prevent slipping.

4.3) Function: The product is a balm texture with a rotating shaft to adjust the level up and down for convenience and precise control of the amount used.

There is a Refill system that can be purchased and added by yourself, helping to reduce the amount of plastic waste.

Reduce: Reducing waste from the packaging, which is a water-based cleansing bottle, is an environmentally friendly method and also helps consumers save money.

Reuse: The packaging can be reused by refilling.

Recycle: The design makes it easier to separate waste to help reduce waste problems and help preserve the environment sustainably. The packaging stick can also be recycled.

4.4) Information on the packaging: There is a QR Code that when scanned will show how to use it, product ingredients, and documents supporting environmentally friendly product standards.

5) Marketing and brand development activities

5.1) Brand awareness: “Let’s clean your face with us” advertising campaign via online media on TikTok, X and Instagram

5.2) Sales promotion: Campaigns, promotions and discounts

Just bring the used cleansing balm products to exchange for a 5% discount with the brand by sending the cleansing stick by mail to remove Co., Ltd. 31/2167, Khlong Sam Subdistrict, Khlong Luang District, Pathum Thani Province 12120

5.3) Brand loyalty: There is a membership system that provides special privileges by collecting points for customers who buy products, such as buying a cleansing refill 1 time = 1 point. When you have 5 points, you can exchange for a 10% discount per bill

6) Marketing and brand measurement

6.1) Sales indicators: Track REMOVE sales compared to normal balm sales

6.2) Brand awareness indicators: Measurement method: Use social media analysis tools to track the number of likes, shares, comments

6.3) Satisfaction indicator: Send customer satisfaction assessment form for after-sales service, satisfaction assessment form for products after use, such as whether there are allergic reactions after use, what improvements are desired? 6.4) Environmental impact indicator: Calculated from the number of empty bars returned.