Inika

A. INTRODUCTION INIKA is an Australian all natural make up brand with a global reputation in the field of eco-glam cosmetics. INIKA was created in 2006 by two working mothers that, driven by their personal journey towards a toxic free living, wanted to introduce the world a new era in cosmetics where an exclusively natural range of makeup products and unsurpassed performance combine to offer a natural and ethical choice in beauty. The result of their idea is INIKA the perfect solution for all women who love to achieve a long lasting flawless result but also want to use natural cosmetics that do not contain suspect ingredients (Thriving Healthy Women Network 2010). As today global consumers are more aware of the possible damages caused by synthetic chemicals in personal care products and choice for a healthier and greener lifestyle, INIKA natural and mineral makeup is enjoying a worldwide boom and draws a celebrity fan base including Stella McCartney, “Bones” actress Emily Deschanel, and other Australian personalities (INIKA 2010). INIKA, which means earth in Hindi, differs from the competition for the purity of the cosmetics’ ingredients that meet the standards set by the European Union Directive 76/768/EEC to be free of chemicals that are known or strongly suspected of causing cancer, mutation or birth defects. All products are made of Australian rocks’ crushed minerals and their dense pigments permit to cover any type of skin without clogging pores or any irritation. This is the good news for all women around the world with sensitive skin conditions, allergies or for those who simply want a more natural product. INIKA’s mineral makeup is recommended by dermatologists and cosmetic surgeons because they are completely free from harsh chemicals, nasty preservatives or fillers. INIKA’s products are also all 100% certified Cruelty Free and one of the few 100% Vegan make up brand on the market (INIKA 2010). INIKA stands out not only for the high quality of its safe and ethical products but also for the unique service. Are you not sure what makeup color to buy' INIKA sends out sample colors from the website and refunds the cost when the customer decides which color to buy. Moreover, are you looking for a personalized makeup advise to look simply stunning on your special day' INIKA expert consultants help customers with their beauty choices revealing all the secrets they need to know for flawless results (INIKA 2010) INIKA’s fabulous selling proposal includes more than 80 permanent products as well as limited edition seasonal color collection at a price that compete with other mineral makeup brands. Customers can easily find INIKA products on line or visiting one of the more than 500 stockists in 13 countries around the world (INIKA 2010). INIKA’s commitment to environmental suitability goes further than the cosmetics. The Company participates in green initiatives such as a carbon offset scheme and all the boxes, paper stock and brochures come from sustainable forestry or are recycled (In-Cosmetics 2010). Capturing Mother Nature’s richest hues, INIKA natural cosmetics are “all about creating glamour that’s good for you” and the planet (INIKA 2010). As stated in the cosmetics on line review “High on Health” (2008): “all women should keep that up INIKA because that is just awesome!” (High on Health 2008). C-1. PRODUCT CONCEPT INIKA, which means “small earth” in Hindi, is a 100% natural makeup brand launched in 2006 by two working mothers, Miranda Bond and Jenni Williams, based near Sydney, Australia. Their personal commitment towards a healthier and greener living drove the women to create the highly successful “Thriving Healthy Women Network” and then their own mineral makeup brand INIKA. Today INIKA is more then just a natural product “it represents a movement of women around the globe who want to take control of their health consciously by limiting the toxins they put into their bodies and by seeking out natural options wherever possible”. (Thriving Healthy Women Network 2010). According to the co-founders of INIKA, it can be difficult for consumers to be informed about what is good for their skin and find cosmetics that do not contain suspect ingredients. Most of the times products are often marketed as ‘natural’ or ‘organic’ but when you check out the ingredients list you realize that they do not meet INIKA’s strict ingredients criteria and performance expectations. INIKA mission is to introduce a “new era in cosmetics” that offers a natural and ethical choice in beauty without compromising on quality, color or performance. Miranda, CEO of INIKA, says: “Women everywhere are recognizing that they no longer have to choose between using makeup that works and makeup that is free from harmful ingredients that can affect both their health and the environment (…) Inika is all about creating glamour that’s good for you.” (INIKA 2010). INIKA differs from the other all natural brands on the market because of the strict ingredients criteria that meet the standards set by the European Union Directive 76/768/EEC to be free of chemicals that are known or strongly suspected of causing cancer, mutation or birth defects. All the products are naturally made up with crushed minerals from the earth and are guaranteed to be 100% free from harsh chemicals, talc, bismuth oxychloride, parabens, fragrances or genetically modified ingredients. INIKA is so natural and safe that has been awarded one of the highest safety ratings in the world by the EWG. For all these reasons its products can be used by all women affected by allergies and sensitivities to cosmetics without any irritation and are recommended by dermatologists and cosmetic surgeons for use following procedures like laser resurfacing, chemical peels and micro-dermabrasion (INIKA 2010). All of the INIKA products have dense pigments that permit to cover any type of skin without clogging pores and allow your skin to breath. With INIKA cosmetics you achieve a long lasting flawless finish and you can feel like you are not wearing makeup. (Cosmetic Candy 2010). Another aspect that makes the Company stands out from the competition is that INIKA‘s cosmetics and brushes are all 100% certified Vegan, which means no animal or hair were used in their production. Their cosmetics range is also 100% certified Cruelty Free and many of the ingredients are 100% Organic. (INIKA 2010). INIKA‘s unique selling proposition currently includes 79 permanent products as well as limited edition seasonal products and a range of colors not seen before in a natural makeup. Here below INIKA cosmetics range (INIKA 2010): * Inika Angular Brush * Inika Eye Brow Pencil Brow Baby * Inika Eye Shadow * Inika Kabuki Brush * Inika Mineral Blush * Inika Mineral Bronzer * Inika Mineral Eyeliner * Inika Mineral Foundation * Inika Mineral Lip Liner * Inika Mineral Lipstick * Inika Mineral Mascara * Inika Setting Powder * Inika Shadow Brush. . After the revamping of the brand in 2009, additional categories have also been included in the brand's portfolio, such as organic liquid foundation, bronzing mousse and Lip Whips, an organic alternative to lip gloss. Also the packaging has been overhauled, which previously included glossy black containers, now features a soft-touch finish. Bond, the CEO of the Company, says: “Our packaging now looks as glamorous and sophisticated as the products inside” (Hardeep 2009). In addition to these wow factors INIKA offers the customers the unique possibility of a personal consultation with one of their International Makeup Artists or expert Consultants that can give you personalized makeup advice and beauty tips to keep you looking flawless all day long (INIKA 2010). INIKA’s commitment to environmental sustainability goes further than the cosmetics. INIKA boxes, paper stocks and brochures are now all recycled or from sustainable forestry. As a further commitment to promoting a greener environment INIKA participate in a carbon offset scheme. To INIKA this means that whenever they send their staff or products overseas, they contribute to tree replantation programs and fund environmental projects, in particular renewable energy sources. (High on Health 2008). For the future INIKA is planning to reinforce its brand position in the field of eco-glam cosmetics and to develop more organic cosmetics. (INIKA 2010). C-3. CUSTOMER BEHAVIOUR The customer behavior for INIKA mineral makeup follows the buying behavior pattern towards shopping goods. Customers that seek for natural cosmetics, and in particular women with allergies and sensitive skin conditions, are highly involved in the purchase. They desire to compare prices, quality and style and need to establish what is the offer before making a decision (Copeland 1923). Therefore, the product‘s suitability can be determined through an active information search: looking for reading material such as fashion and health magazines, speaking with friends, doctors and neighbors, going on line to look for cosmetics websites and reviews, organizing special shopping trip where the consumer visits several outlets before reaching a decision. Since the major information resource about cosmetics comes from commercial, advertising, salespeople, websites and packaging have a critical role in the purchase decision process. However, the most influential information often comes from the word of mouth of other women who tried the products or from shop employees’ recommendations about competing brands (Kotler, Keller and Burton 2009). As an example, one of INIKA’s customers says “the staff member said it was the best makeup she’s ever bought, and it stays on all day. I’m going to buy some next week when my color comes in stock!” (High On Health 2008). In the evaluation of alternative natural makeup brands consumers look for products that have the attributes of interest such as color, performance, quality, price and their attitude towards a specific brand can influence the purchase. INIKA cosmetics are the choice of all age women who are looking for glamour and the benefit of a long lasting mineral makeup that defers from the competition for the purity of ingredients (Thriving Healthy Women Network 2010). Some factors such as culture, society and personality are a fundamental determinant of the decision to buy INIKA mineral cosmetics. INIKA is based on the idea of a natural healthy living which represents today a global cultural trend in the upper and middle class. INIKA’s natural makeup is addressed to all women in the globe that want to choose what is good for their skin and protect the health of their family and the planet (Thriving Healthy Women Network 2010). The Reference group of this new trend is composed by clubs, organizations, networks and individuals who promote a greener lifestyle and search for an optimal wellness through the use of all natural products. INIKA draws a celebrity fan base that includes major opinion leaders such as Stella McCartney, “Bones” actress Emily Deschanel, and Australian personalities including Kate Richie, Pippa Black, Imogen Bailey and Deni Hines (INIKA 2010). Another aspect than can affect buyer’s decision is the psychological influence. The motivation that drives women to use natural and organic cosmetics is the awareness that synthetic chemicals in cosmetics and toiletries may cause possible dangers in our body. Health’s care has raised consumers’ interest in product quality and safety issues. INIKA‘s 100% certified vegan and organic makeup is perceived by consumers as a guarantee that products meet high production standards and do not contain potentially chemicals (In-Cosmetics 2010). INIKA’s good global reputation, quality certifications and awards, high skilled salesforce and personalized makeup service contribute to create a brand knowledge in terms of safety, reliability and high performance that is constantly maintained in the customer’s memory through an excellent product and service experience. On the other hand, consumers may perceive a feeling of risk in purchasing and consuming INIKA products: functional risks are due to the risk of buying a product with a performance under the expectations; financial risks are related to the fact that mineral cosmetics can be more expensive than chemical products and customer may feel the uncertainty of buying something that is not worth the price paid; social risks may also be perceived when the product‘s results cause an undesirable reaction of others, for example the feeling of embarrassment due to an odd color face; psychological risks are felt when a product affects the mental wellbeing of the user, for example the wrong choice of a facial cosmetic may provoke regret and depression (Kotler, Keller and Burton 2009, p.181). Although the feeling of risk in buying INIKA varies from the amount of perceived uncertainty, money and consumer self confidence, INIKA provides information and support to reduce the risks for the products and reinforce customers’ loyalty. For these reasons, the Company maintains a transparency policy that guarantees customers to be always informed on products’ ingredients which are readily displayed on every packaging and in the INIKA website. Consumers should also trust INIKA’s global reputation as leader in the field of eco-glam cosmetics and reduce the perception of financial and psychological risks by getting free product applications and samples colors. Moreover, purchasing INIKA Starter Kit customers receive at a convenient price a full set of mineral makeup including a “How to use” DVD with INIKA professional makeup artists giving application tips and techniques to ensure customers to reach the highest satisfaction from the use of INIKA mineral cosmetics (INIKA 2010). REFERENCES: HARDEEP C. (2009), “Australia's Inika Expands Offer, Revamps Products, Packaging”, WWD: Women's Wear Daily, 23 (December), Vol. 198, Issue 130. [On line] available: http://www.naturallysafe.com.au/Articles/C5/A25/Inika+Cosmetics+&+Makeup, (Accessed: 21/08/2010). COPELAND M.T. (1923), “Relation of consumers’ buying habits to marketing methods”, Harvard Business Review, 1 (April): 282-9. COSMETIC CANDY (2009),”Review: Inika Natural Mineral Make Up Foundation”, http://cosmetic-candy.com/review-inika-natural-mineral-make-up-foundation/, (Accessed: 21/08/2010). HIGH ON HEALTH (2008),”Inika Mineral Cosmetics”, http://www.highonhealth.org/inika-mineral-cosmetics/, (Accessed: 21/08/2010). KOTLER P., KELLER K.L. and BURTON S. (2009), Marketing Management, 1st edition, Person-Prentice Hall, Australia. IN-COSMETICS (2010), “Natural & Organic Cosmetic Standards Gaining Ground in Asia”, http://www.in-cosmetics.com/page.cfm/Link=422/t=m, (Accessed: 22/08/2010). INIKA (2010),”The Inika Story”, http://www.inika.com.au/about-inika-cosmetics.htm, (Accessed: 21/08/2010). INIKA (2010),”Biographies”, http://www.inika.com.au/inika-biographies.htm, (Accessed: 21/08/2010). INIKA (2010),”Our commitment”, http://www.inika.com.au/inika-commitment-ethics.htm, (Accessed: 21/08/2010). INIKA (2010),”Personal Consultation”, http://www.inika.com.au/personal-consultation.htm, (Accessed: 21/08/2010). THRIVING HEALTHY WOMEN (2010),”About our company”, http://www.thrivinghealthywomen.com.au/info/infoview.asp'documentid=41, (Accessed: 21/08/2010). THRIVING HEALTHY WOMEN (2010),”View all Products: Mineral Cosmetics”, http://www.thrivinghealthywomen.com.au/scripts/prodList.asp'idCategory=169, (Accessed: 21/08/2010). NATURALLY SAFE (2008),”Inika Cosmetics & Makeup”, http://www.naturallysafe.com.au/Articles/C5/A25/Inika+Cosmetics+&+Makeup , (Accessed: 21/08/2010).