Haeckles: Skincare & Beauty
BRAND ANALYSIS & INSIGHT REPORT
Haeckels Brand Analysis Report
This project involved conducting a comprehensive analysis of the British skincare and wellness brand, Haeckels, to evaluate their potential expansion into the Indian market. Through primary and secondary research, the report examined Haeckels' brand identity, goals, and current consumer base in comparison to the traits and trends of Indian consumers. The findings informed a situational analysis and market entry strategy, offering tailored recommendations to help the brand successfully navigate this new market opportunity.
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To craft a market entry plan for Haeckels in India, I combined primary research—interviews with Haeckels employees and a successful Indian business—with a consumer-focused questionnaire and direct observation of the brand's retail presence. Secondary research from sources like Mintel, LSN, and Haeckels' website provided insights into market trends, brand identity, and consumer preferences, creating a well-rounded understanding of the opportunity.
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The Indian beauty market offers exciting potential, with consumers buying an average of nine products a month. However, 65% don’t use sunscreen, signalling a lack of skincare awareness and a key opportunity for Haeckels to educate and engage.
Indian shoppers value sustainability, community, and global connections but are highly price-sensitive, making affordability crucial. This market’s collectivist mindset aligns perfectly with Haeckels' mission to promote wellness and conservation, opening doors for meaningful brand connections.
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The plan focused on leveraging social media, especially YouTube and Facebook, to educate Indian consumers on relaxation techniques, skin type care, and Haeckels’ organic products.
A proposed campaign, “Keep Calm, Ocean Calm,” highlights their ocean conservation mission while encouraging users to share relaxation moments. This strategy not only builds brand engagement but aligns with India’s growing focus on wellness and sustainability.
Success metrics include follower growth, interaction rates, and consumer feedback.
Project Details
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Primary and secondary research techniques were employed to understand the brand and identify opportunities for a new market strategy. Methods included interviews, questionnaires, direct observations, journals, articles, and trend reports such as Mintel and LSN Global.
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An in-depth analysis was conducted to understand Haeckels’ current target audience and to identify potential future consumers. This included exploring Haeckels’ values, goals, history, and product portfolio.
Haeckels’ current consumer, like Jessica, is a modern hipster who values sustainability, natural beauty, and self-care. She prioritises clean ingredients and sustainable practices. The target consumer, similar to Jessica, is passionate about vegan, zero-waste living and seeks skincare brands that offer fully natural, eco-conscious products.
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To effectively reach Indian consumers, Haeckels should leverage social media platforms like YouTube and Facebook, which have proven successful for other brands in the market. A key focus should be increasing engagement, as Haeckels currently struggles with low interaction rates (around 0.55% of followers engage weekly).
A proposed campaign, "Keep Calm, Ocean Calm," would educate consumers about skincare while aligning with Haeckels’ mission of ocean conservation. This campaign could encourage users to share their relaxation moments using Haeckels products, tapping into India’s growing focus on wellness and holistic lifestyles.
Content should include tips on finding skin types, relaxation techniques, and how to incorporate Haeckels' organic products into daily routines. Success should be measured through follower growth, engagement rates, and qualitative feedback from comments and interactions. This approach would help Haeckels foster a deeper connection with the Indian market.