A new cosmetic product by Nuxe in the market of the Middle East

Thèmes abordés

Nuxe - cosmetic product - Middle East - consumer - market

Résumé du document

With high purchasing power, the Middle East inhabitants are very big consumers of beauty products including organic beauty products linked with the well being of the skin. Our targets are Arab rich men carrying about their appearance and well-being who have to find our product where they are looking for their health, cosmetics and beauty products (high quality and luxury products).

Our target is also tourists and businessmen who travel, because today Qatar becomes a popular destination, with Doha, the capital of Qatar which is a hub where millions people travel every day. We will try to be the most visible than we can, keeping our luxury image. So, we are going to once again adapt our place strategy. Our proposition is to launch a new day cream for men that's going to be sold in the region of the Middle East, where our brand is already presented, in Qatar.

We want to suggest to the Qatari men a new product perfectly adapt to their concern, that is to say it is a day cream, because a man carries more about his well-being and his appearance, but also it is a cream with sun protection, that fact is explained by the demand of Arabic men to protect themselves against sun effect and suntan. There is also the current tendency of westernization. With this new product we want to show to the men consumer especially in Middle East that Nuxe cares of them and want to develop more and more products for them as they do for women.

Extraits

[...] The company distinguishes by its special position in the market of cosmetics: firstly 100% natural-based cosmetics and also well-selected way of distribution: drugstores. Important points of our company: Number of employees: 260 140 Brand name registrations 2500 distributors 22 patents The current range consists of 35 cosmetic products including skincare products such as face care, multi purpose care, body care. Some Nuxe best-sellers: Huile prodigieuse (dry oil with a unique plant formula) Rêve de miel lip balm) Awarding list : Grand Prix de la Beauté ELLE Québec for Hand Cream Rêve de Miel (2009) Prix Madame Figaro Beauté Stars for Huile Prodigieuse (2009) Marie-Claire Excellency Award for its highly concentrated flagship formulations combining the most precious plants (2000) The Nuxe's products belong to upscale market of cosmetics. [...]

[...] Our product will be presented in the Perfumes, Cosmetic & Skincare section situated on the ground floor of QDF store. Promotion Qatar is a particularly country with its own culture so the way to promote new products would be different To be more efficient, we need to adapt or transfer our communication and the promotion of the products to the target. Taking into consideration the fact that a very rich mediation may spoil the product and company image because of everyday acceptance, we would like to let customers know our product and our brand without being perceived as a mass market brand through the following promotion: Debriefing with pharmacist sellers Before launch a new products in the market of cosmetics in Qatar Nuxe is going to organize debriefing between Nuxe sales force and pharmacists with intention to present and give precise descriptions and details about a new cosmetic cream, potential customers. [...]

[...] Certainly promotion of a new product will be done on NUXE website: we will choose a man who is representative of men in Qatar, Eastern Standard, but with very light skin, who is going to be presented on the picture dedicated to the new product. Also the website will include a full description of the product, with is specific characteristics like “nourishing day cream”, protection”. And we will suggest to men consumers to check the feedback of other consumers who are already used it. [...]

[...] This is also true but to a lesser extent in other Arab countries of the Persian Gulf Market trends & growth Latest market research suggests that the Middle Eastern market for cosmetics and personal care products is set to experience major growth next years as the region's economy and retailers continue to experience significant growth. Consumption of cosmetics is said to be strongest in the Gulf States, where avarege per capita expenditure is currently estimated to be $334 per person - one the highest rates in the world. The Middle East cosmetics and personal care sector has grown 12% annually over the past three years, The Chalhoub Group has noted following trends. customers in the Middle East are now looking for value. [...]

[...] Our targets are Arab rich men carrying about their appearance and well- being who have to find our product where they are looking for their health, cosmetics and beauty products (high quality and luxury products). Our target is also tourists and businessmen who travel, because today Qatar becomes a popular destination, with Doha, the capital of Qatar which is a hub where millions people travel every day. We will try to be the most visible than we can, keeping our luxury image. So, we are going to once again adapt our place strategy SWOT analysis 3.1 Strengths & Weaknesses of our company 3.2 Opportunities & Threats of the market 4. [...]