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Cara E + E Project 2011 Presentation

What is Cara ? “ Cara” originates from the Spanish language. It means ‘face’ (in other words: a look, expression, surface, appearance, etc.) In the Italian Language it means ‘dear, beloved,… During our brainstorm we decided to think of a company name that was short, entailed a brief description of our product , exotic, easy to pronounce, and unique. Our brainstorming came from the influence of other leading cosmetic brands and we found out that there were fewer results relating to our name. We really liked the name and our potential concept and we stuck with it.

What do We do? Our mission is to embrace all consumers and to provide effective personal care to all users from the traditionalists to the creative user. To strive to surpass our competitors in quality, value and innovation, increasing our image to become one of the best beauty Companies for the majority of women. Aiming to become a destination for women (and men) offering the convenience of receiving beauty benefits as our headline ingredient is Strawberries. We would also try to continually improve our ethical company and become a model of success.

Cara FACEFIXX The lure of enduring summer begins here with FACEFIXX that just won’t smudge. It’s a product that helps make-up stay on and last for longer whilst reaping the benefits repairing skin damage and counteracting aging effects. Either wearing it alone or with make-up. Our key ingredient is Strawberries. Within our face spray it dries with a translucent matte finish Absorbs excess oil Doesn’t clog pores Never interferes with or reduces. Effectiveness if SPF Is fast drying, never sticky Has a fresh clean scent Adds moisture with the Strawberry juice extract Is not tested on animals.

FACEFIXX Ingredients SD Alcohol 40B, Purified Water, Isopentyldiol, Acrylates / Octocrylamide, Copolymer, Fragaria × ananassa (Strawberries), Biosaccharide Gum, Propylparaben, Methylparaben, and light Fragrance SD Alcohol: Chemical Formula: Synonyms: ethanol, ethyl alcohol, SD alcohol 40-B Description: Colorless flammable liquid Users: Alcohol is used as a fast drying solvent in many products, especially cosmetics and hair sprays. When the word alcohol is used alone, it refers to ethanol, the alcohol found in wine, beer, and distilled spirits. When used in products not licensed for drinking, ethanol is usuallydenatured. Such alcohols are called denatured alcohol, or "specially denatured" alcohol. You will often see "SD alcohol" mentioned on a label, sometimes followed by a number and letter, such as "40-B". This is the designation given by the U.S. Bureau of Alcohol, Tobacco, and Firearms to the denaturing method used. For example, SD-40 is ethanol denatured by adding tiny amounts of the bitterest tasting substance known --denatonium benzoate.

FACEFIXX Ingredients ISOPENTYLDIOL: Isopentyldiol is a diol. Synonym(s): 1,3-BUTANEDIOL, 3-METHYL-; 1,1-DIEMTHYL-1,3-PROPANEDIOL; 3-HYDROXY-3-METHYLBUTANOL; ISOPRENE GLYCOL; 3-METHYL-1,3-BUTANEDIOL; 3-METHYL-1,3-BUTYLENE GLYCOL; 3-METHYL- 1,3-BUTANEDIOL Acrylates/octylacrylamide Copolymer: * A copolymer of octylacrylamide and one or more monomers consisting of acrylic acid, methacrylic acid or one of their simple esters Functions: A film-forming and fixative agent. It is also what makes many products “water-resistant.” Frequently used in hair sprays and sunscreens, it gives a smooth and glossy finish when applied to the hair/skin. You can find this ingredient in products such as hairspray, sunscreen, mascara, fragrance, eye liner, blush and tanning oil. When a polymer is made by linking only one type of small molecule, or monomer, together, it is called a homopolymer. When two different types of monomers are joined in the same polymer chain, the polymer is called a copolymer. Let's imagine now two monomers, which we'll call A and B. A and B can be made into a copolymer in many different ways. When the two monomers are arranged in an alternating fashion, the polymer is called, of course, an alternating copolymer: In a random copolymer, the two monomers may follow in any order: In a block copolymer, all of one type of monomer are grouped together, and all of the other are grouped together. A block copolymer can be thought of as two homopolymers joined together at the ends: A block copolymer that you know very well, that is, if you wear shoes, is SBS rubber. It's used for the soles of shoes and for tire treads, too. When chains of a polymer made of monomer B are grafted onto a polymer chain of monomer A we have a graft copolymer: One kind of graft copolymer is high-impact polystyrene, or HIPS for short. It's a polystyrene backbone with chains of polybutadiene grafted onto the backbone. The polystyrene gives the material strength, but the rubbery polybutadiene chains give it resilience to make it less brittle.

FACEFIXX Ingrediants Biosaccharide gum-1: * A polysaccharide made by fermenting plants. Functions: A moisturizing and skin soothing ingredient. It works by binding water to the epidermis, and creating a moisture-binding film on the skin that gives the skin a soft, smooth feeling. In addition to providing long lasting moisturization, it also functions as an anti-irritant. It can be found in a variety of cosmetics such as facial moisturizer, sunscreen, eye cream, foundation and conditioner. Propylparaben, the propyl ester of p-hydroxybenzoic acid, occurs as a natural substance found in many plants and some insects, although it is manufactured synthetically for use in cosmetics, pharmaceuticals and foods. It is a preservative typically found in many water-based cosmetics, such as creams, lotions, shampoos and bath products. As a food additive, it has the E number E216. Sodium propyl p-hydroxybenzoate, the sodium salt of propylparaben, a compound with formula Na(C3H7(C6H4COO)O), is also used similarly as a food additive and as an anti-fungal preservation agent. Its E number is E217. Methylparaben: Also methyl paraben, one of the parabens, is a preservative with the chemical formula CH3(C6H4(OH)COO). It is themethyl ester of p-hydroxybenzoic acid. Methylparaben is an anti-fungal agent often used in a variety of cosmetics and personal care products. It is also used as a food preservative and has the E number E218. Uses: Methylparaben is commonly used as a fungicide in Drosophila food media. Usage of methylparaben is known to slow Drosophila growth rate in the larval and pupal stages. Safety: Methylparaben is produced naturally and found in several fruits, primarily blueberries, along with other parabens. There is no evidence that methylparaben or propylparabens are harmful at concentrations typically used in body care or cosmetics. Methylparaben andpropylparaben are considered generally recognized as safe (GRAS) for food and cosmetic antibacterial preservation. Methylparaben is readily metabolized by common soil bacteria, making it completely biodegradable. Methylparaben is readily absorbed from the gastrointestinal tract or through the skin. It is hydrolyzed to p-hydroxybenzoic acid and rapidly excreted without accumulation in the body. Acute toxicity studies have shown that methylparaben is practically non-toxic by both oral and parenteral administration. In a population with normal skin, methylparaben is practically non-irritating and non-sensitizing; however, allergic reactions to ingested parabens have been reported. Studies indicate that methylparaben applied on the skin may react with UVB leading to increased skin aging and DNA damage.

Health Benefits of strawberries We all know strawberries are delicious, but they are also nutritious, and ideally should be a part of everyone's daily diet. Strawberries contain a range of nutrients, with vitamin C heading the group. They also contain significant levels of phytonutrients and antioxidants, which fight free radicals. These antioxidant properties are believed to be linked to what makes the strawberry bright red.  So what are these weird free radicals? Free radicals are elements that can damage cells, and they are thought to contribute to the formation of many kinds of cancer.  In addition to vitamin C, strawberries also provide an excellent source of vitamin K and manganese, as well as folic acid, potassium, riboflavin, vitamin B5, vitamin B6, copper, magnesium, and omega-3 fatty acids.  Benefits entail : Cleansing, Reduces Pimples and Acne, Glowing Skin and Shiny Hair.

Location, Selling, marketing, servicing distributing Cara’s intentions is to provide a fair-trade product where we will work in conjunction with a strawberry farmer within the UK and give approximately 10% of our proceedings to the farmers. Boddinton’s Berries is a well established strawberry supplier in Cornwall. With a farm that has extended to 20 acres and is devoted to strawberries. They establish a continual harvest throughout April –November Cornwall has the perfect climate to grow the best strawberries in the world. Fruit ripens gradually, increasing the sugar content so we can be sure of maximum flavor and sweetness.   From small beginnings, Boddingtons went on to harvest over 200 tones of fruit each year, and employed over 50 harvest workers through the season.

Use for Strawberries   So many uses for strawberries!  Strawberries are among the most versatile of fresh fruits. Unfortunately, they are quite perishable as well. So purchase fresh strawberries only a few days before they are to be eaten. When strawberries are in season locally this is rarely a problem. But at other times of the year, it may be necessary to make due with frozen strawberries, which lose much if not all of their nutrition.  At the produce section choose strawberries that are plump firm and free of mold and have a deep red color. Unlike other fruits, strawberries do not continue to ripen after they are picked, so be sure to choose the ripest, reddest strawberries, as they will provide the best taste and the highest nutrient density. Many people find that medium sized strawberries are sweeter and more flavorful than larger ones. When buying pre-packaged strawberries, be sure that the berries have not been packed too tightly, as this could cause them to be crushed or otherwise damaged.  Handle strawberries properly and store them well after they have been purchased. Like all fruit, strawberries should be washed thoroughly prior to eating or storage. Any strawberries that show signs of mold should be discarded at once, as they will contaminate the remaining strawberries. The strawberries should be placed in a bowl, covered with plastic wrap, and kept in the refrigerator. Fresh strawberries will keep in the fridge for a few days

Location, Selling, marketing, servicing distributing Cara intends to sell and house FACEFIXX as concessions to leading high street stores which involve cosmetics such as Boots, Topshop, New Look, H&M, Superdrug's etc.

Location, Selling, marketing, servicing distributing

Cara Product Survey We have asked 20 woman of varying age groups their views on the product we intend to market; Age: 15-18 IIII 19-25 IIIIII 26-31 IIIII 32-45 III 46+ II Would you purchase this product? Yes IIIIIIIIIIIIII No IIIIII If yes, how much would you be willing to pay? £2-£5 IIIIIII £6-£10 IIII £11-£18 II £19-£25 I £26+ If no, why are you put off purchasing the product? 6 out of 20 people we asked said no and here are some of the reasons: Have no need for such a product I don't wear a lot of make-up so I don't consider it a neccessity I feel too mature for a product like this (the smell/packaging)

Market & Competition Direct: A product or brand which competes in the same product category. When brainstorming our product idea, we noticed that our idea wasn’ t widely in produce and was quite innovative. However Mac Cosmetics have recently introduced a Fixer product, but in a blotting film way. FACEFIXX is different as we have a liquid spray and is heading strawberries as our main ingredient for great beauty benefits. Mac’s Blot Film is under the retailer price of £10.50 for 30 sheets. FACEFIXX is at a negotiable price between £3-7 at 35ml. BOLT FILM

Market & Competition Indirect: An indirect competitor is a business that provides an alternative solution to the same market. Our Indirect competitors are mainly brands which sell Face Primers They pamper the skin and create a protective barrier. Primers are excellent for people with combination to oily skin. Many high-end brands carry primers NARS Makeup Primer MAC Prep and Prime Smashbox Photo Finish Foundation Primer Bare Essentials bare Vitamins Prime Time Rimmel London Recover Perfect Skin Primer Revlon Age Defying Instant Firming Face Primer Revlon Beyond Natural Smoothing Primer

Trademark Our trademark name FaceFixx will be marketed so its a household name and this will maintain our competitive edge and make sure we’re the leaders in the field. Consumers will know our brand and product names (because we have made sure to make it catchy and memorable) and this will ensure confidence in the consumer. They will know it's quality. Our product is new-it is a multifunctional product suitable for the modern day working woman (or man!). It will be handbag sized for easy transport. It will contain SPF and compact so the user doesn’t have to carry loads of stuff around. It will be fragranced so you don't smell of sweat! It will care for your skin and keep it moisturized in the hot summer months! Our trademark would be FaceFixx , as this is what the consumer would call it- as in Coca-Cola etc. So it would be FaceFixx ®

Business Goals Market Strategy Price/Selling Effort Strategies: we have to think about introducing our product with a very good performance and selling it to innovative market of women and charging a premium price for it to make as much profit as possible then moves on when the competition arrives. The price is likely to fall over time as competition is encountered. Such a skimming strategy contrasts penetrating strategy which seeks to gain market share by sacrificing short term profits, and increasing the price over time as market share is gained. Competitors have certain strengths and abilities. To succeed we must elevate our own unique abilities, such as promoting our headline ingredient of strawberries. We need to prepare for potential threats. If the competitor surprises us with a superior product we should resist the temptation to proceed with the company's mediocre product and not introduce a product that is obsolete when it hits the market. Cara intends to produce future cosmetics. The competitions probable response to a firms actions should be considered carefully.

Summary Of Financial needs Initially working from home means that we wont have a sizeable expenditure on office rental or office purchase Save time and money by cutting our commute We can be flexible around the hours we work However it my be difficult to prove to keep up with work and home life separated Lack of contact with other people and businesses May end up working long hours Our mortgage, home insurance and tax situation may be affected Hire out vehicle to transport strawberries

Earnings Projections Start off price realistically £3000 ….Money we are aiming for £10,000 -£20,000 Cost of living at home – free Cost of transport – we will drive 300 miles from London to Cornwall 5-6 hours £1.32 per litre approx £30-50 or more to travel Cost for strawberries – minmum order - 20 tonnes/250 kg - £2.00 per 0.25 … 2 x 0.25 = 0.5 x 1000 = 500 so £500 per 250kg of strawberries Cost to make the aluminium spray bottle minimum order 10,000 Piece/Pieces, £1 per bottle. Advertising – make it at home – cost for ink £16 Cost for paper £2-5.00

Management expérience/expertise CEO/Project manager- Daniella Asare Finance Director- Chen- Yu Wang Head of Brand-Helen Barr Head of CSR - Jayson Hindley Head of Market Research - Solveig Melhus

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