Cosmetic Product Business Plan

Executive Summary

Opportunity

There are millions of anti-aging skincare products available in the market with each claims to have its own solution to treat the natural ongoing process, skin aging. However, to deliver the fastest results, most brand-name cosmetic companies include in their products chemicals that interrupt the skin's natural healing processes, gradually making the skin dependent on their products for essential nutrients.

Mission

To establish Forever Young as an anti-aging expert that pioneers the use of 100% organic and natural ingredients to create the yet-to-be legendary skincare line, supporting and enhancing the skin's biological processes. We formulate our products with the most effective and natural ingredients, ensuring the highest efficacy and optimum quality for all customers who do not want to choose between effectiveness and naturalness, between luxury and ecology.

We will accomplish this vision using high-quality manufacturing and research, a creative marketing program, and a comprehensive distribution network using both brick and mortar retail outlets and Internet presence.

The Company

Forever Young is a Massachusetts company, founded in 2011 by Van Nguyen. The company's main office is located in Medford, Massachusetts.

At the moment, the company is in the start-up process and seeking recurring investment to fund the initial launch and the growth of the brand. Our staff at this point includes Van Nguyen as the CEO, one salesperson, one customer representative, and a distributer. From Year 1 through Year 3, we expect to grow in head count from six to twelve.

The Products

Forever Young will have one product line, consisting of facial cleanser, toner, serum, and moisturizer.

Understanding that the best method to reverse the signs of aging is to provide the skin with more collagen and elastin, Forever Young scientist has created formula that allows the skin's biological processes to function as they naturally function, at the same time enhance the skin's collagen production ability. This puts Forever Young into direct contrast with many conventional skin care products that suppress the skin's natural processes by providing the skin with artificial collagen. Our scientist utilizes plant extracts that mirror the skin's natural collagen production ability, prompting the skin into its re-build mode.

Our pricing strategy is to position our products as a high-quality yet affordable alternative to high-end products. Our products are priced at the low end of department stores products.

The Market

The anti-aging industry is characterized by vigorous competition throughout the world. The company will compete directly against a number of brands that also utilize the skin's processes enhancement concept. Those are nature-oriented brands with years of establishment in the industry, such as Jurlique, Caudelie, Dr. Hauschka, Philosophy, Fresh, etc.

The Company

Inspired by the notion "everyone can be beautiful and should stay beautiful", in 2011, Van Nguyen has established Forever Young with the vision of helping women achieve the most desirable skin.

During her college years, Van Nguyen had collaborated with Nhung Le, an experienced anti-aging specialist to develop the miraculous formula, utilizing three main exclusive natural ingredients. Their formula was drawn from experience of herbal wisdom, combining traditional approaches with modern science to create gentle-yet-effective natural skin care products that work with the skin holistically to help it achieve a natural, self-sufficient state.

Excellence in products and services to all customers is the top priority at Forever Young. Thus, we believe that high-quality production and service will be achieved through our valuable assets, the staff. We strive to create a work environment that is flexible, encourages open communication, prizes fairness, and recognizes good work performance. Van Nguyen, as the CEO, will provide support to staff by setting goals, benchmarks, and timetables for products and services, and, encourage the staff to take responsibility for integrity of the products and services.

To penetrate the market effectively, Forever Young will utilize three strategic imperatives, multi-regional scope, multi-line powerhouse, and multi-channel opportunity. We strive to strengthen our presence first in the New England region and later to all parts of America. Every year, new product lines will be launched to lure shoppers and compete for more attention from customers. Our strategy is to build diverse product lines, an exceptional platform for growth. As consumers exercise their ability to shop when, where, and how they want, new channels of distribution are becoming increasingly important. Therefore, we will seek for more shopping venue to add excitement to customers' shopping experience.

Product Description:

Globally, women's concern about the signs of facial aging such as wrinkles, sagging skin continues to grow. This concern has manifested itself in an increase in cosmetic procedures and growth of the over-the-counter facial moisturizer category. A study by Mintel reports that people between the ages of 25 and 54 are most likely to use facial skincare products with anti-aging, wrinkle reducing, and skin rejuvenating properties. New innovations in skin rejuvenation continue to develop, resulting in hundreds of new anti-aging products coming to the market each year. While consumers still wonder which brands to choose, a "U.S. News and World Report" article has completely changed their perception of the skincare products they are looking for. Based on the " FDA Consumer Complaints About Cosmetic Products 1999 Annual Report", the article stated how many brand-name products make the skin dependent on them for essential nutrients. Many brand-name products, in order to deliver the fastest result to lure customers into buying their products, create products that provide the skin with artificial collagens and elastin. This directly interrupts the skin natural collagen production process, gradually weakening the skin collagen production ability. The skin slowly becomes dependent on those chemical products for collagen.

Taking this health concern into consideration, we desire to create an attractive proposition