Background

Panasonic Beauty represents the Beauty and Health Care segment of Panasonic, a leading Japanese consumer electronics company, encompassing the full range of Panasonic's grooming and beauty products.

By Design collaborated with Panasonic Beauty to enhance the brand, explore business opportunities, expand product lines, and develop market communication materials. Additionally, we supported channel-led communication strategies to effectively reach and engage the target audience.

The Challenge

• Low awareness of Panasonic Beauty's product range.
• Increasing competition in a highly unorganized market.

The Objective:

 Panasonic India aimed to establish a strong presence in the Personal Care Appliances market. The goals were to increase awareness of their Beauty Products and become the market leader in this category by 2018. This required creating a preferred and differentiated brand image.

A Joy Everyday

To introduce and connect Panasonic Beauty with consumers' mindsets, By Design needed to develop an effective brand communication strategy. Panasonic Beauty products, which are simple and safe to use, empower women to achieve a different look and style every day. Our communication focus therefore highlighted Panasonic Beauty's range of hairdryers that allowed users to reinvent their appearance daily. In a year, Panasonic Beauty captured a market share of 18% from 14.7%.

Look Wow 24x7

After a vastly successful year, Panasonic Beauty decided to evolve its communication to connect better with consumers, retaining its positioning. Women want to tailor their looks not just on different days but as per their mood too and Panasonic Beauty helps with just that.

Style Has A New Statement

Men were also joining the trend of being conscious of their looks. They were beginning to experiment with their looks, preferring suave and slick to rugged. Panasonic Beauty Men's Grooming Range empowers men to achieve the perfect smooth and suave look. From 2012 to 2013, Panasonic Beauty rose from a market share of 18% to 25%.

Great Looks, Great Times

Panasonic Beauty recognized that consumers had become global and cosmopolitan in their lifestyles, seeking products that matched their sophisticated image. Today's women are always on the move and are required to navigate life's events with ease and style. True success is defined by those who look great while doing so. Panasonic Beauty products are designed to enhance individuals, ensuring they look their best through all of life's events and occasions. A dedicated communication strategy was developed for a range of products targeting both men and women.

Panasonic Beauty's objective for 2013- 14 is to take the market share from 25% to 30%.