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Executive Summary:
Youth, timeless beauty and the pursuit of perfection seem to be on the forefront of everyone's agenda. From television portraying reality shows such as "Extreme Makeover" and fictional dramas such as "Nip and Tuck", it is no wonder Americans are obsessed with finding the ultimate secret to looking flawless. The beauty industry is a 40 billion dollar enterprise,
(News Target, 2005) dedicated to helping women look their best so it is no wonder companies such as Nivea is re-evaluating their posture in the U.S. market, positioning themselves to take advantage of the growing interest in cosmetic remedies to turning back the clock.
Research conducted by the American Society for Aesthetic Plastic Surgery in 2003 revealed that 8.3 million voluntary cosmetic surgeries were performed, over 12 billion dollars. Almost 45% of the procedures performed, 3.7 million, were on women from the ages of 35-50, which we believe, is a huge market. 24% of the procedures were done on women from the ages of 19-34 and 23% were done on women from the ages of 51-64. Every age group is represented with significant potential market data; therefore, we believe it is time for Nivea to take part in this age of cosmetic transformations.
For years, European women have harnessed the regenerative and exfoliating properties of lamb placenta and papaya extracts in their pursuit of beauty; however, American women have yet to experience the properties that these two ingredients have. We believe by taking the existing Nivea product, rich in emollients and moisturizing properties, and enhancing it with these two additional ingredi ...