BRANDING

POINTS OF PARITY

• Availability of different variants
• Availability of these variants at almost the same price or with negligible difference
• Availability of different sizes (there are 2 sizes)
• Focus on moisturizing the skin
• No harshness because of the low ph level

POINTS OF DIFFERENCE

• Low ph value
• One quarter moisturizing lotion composition
• Usage of ordinary women in their ads and campaigns
• One strong emotional proposition used (you are beautiful)
• Stress on the thought that it's not about glamour
• Promises not to leave any residues on the skin

The brand uses EMOTIONAL BRANDING to market its products. There is a deep sense of rationality and emotional components in their strategy.

BRANDING DYNAMICS