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Branding for Specialty Product - Hair Wax for Tweens

Introduction to Industry Report Personal Care in Australia

Specialty products have unique characteristics and brand identification that certain consumers actively seek due to unique characteristics to a specific brand (Hansen, 2019). This report highlights the brand strategy and development for hair wax for Tweens by Lynx. In these products, users sought unique benefits as differentiation and are not conscious of product pricing. For marketing the product brand to shoppers as high-status image advertising using media attention and advertising. Staple products have price sensitivity associated with their consumption and sale. Consumers do not spend extensively on making purchase decisions hence the products are differentiated through sales promotion and channel distribution. The sale of specialty products benefit from exclusive distribution as multiple retailers will dilute the brand s equity. Staple products are generally associated with readily availability and no significant brand association is associated with customer loyalty with the product (Hansen, 2019).

Lynx is a personal care brand of Unilever that deals in daily fragrance by sprays, antiperspirants, shower gels, and hair products (Unilever, 2020). Lynx is launching new hair care products for Tweens called Hair wax for Tweens. The new product launch will be a line extension in the hair category. Lynx with its industry experience can transform its range to tweens

Opportunity for Branding for Specialty Products

The personal care market has grown with exposure for product placement, appearance, and tweens grooming products. Tweens are described as a transitional phase as the segment between children and teenagers and the sales have reached a $5 billion mark (Mordor intelligence, 2016). Body spray, body hydrated and hair wax perceived teen markets have seen enormous change. The average tween is driven by instant gratification and social values. The existing company base for hair wax is limited with teen products companies such as tween to teen, iconic dedicating segments for tweens. This provides an opportunity for grooming products for tweens as brand awareness and aspiration desire for mass customization. Business models that will cater to tweens will have an edge with demographics of about 12% rise in shopping by tweens (Mordor intelligence, 2016). The hair wax for tweens will act as a pioneer for the new product line as Lynx is popular for self-care and grooming. The hair wax will include a style guide for tweens for a natural look and holding gel for styling for personal care. This product will be launched for tween boys under lynx styling.

Target Market Description

Emotionally and intellectually tweens patronize brands as fitting in and being cool. They direct the spending of their parents and attempt to demonstrate sophistication. Young people in this age group 6-12 years have enormous potential as they ate develop loyal buying patterns. The brand should be developed through an emotional connection for product differentiation. The target market of tweens self-image and accepted as a peer as central to their personality. Tweens are drawn towards peer group influence and push towards teenage products and influence. As marketer tweens are compulsive buyers with high brand awareness and recognition. Behavior psychology is influenced by actual purchase limited to brand resonance (Baker, 2018). Product attributes and lifestyle of tweens and spending patterns are limited to parent's allowance for purchase. The final purchase decision by tweens is impacted by the advertisement that is fun related. The digital adoption by the age group is centered on peer pressure as a key focal point. Social media and internet blogs have less impact as compared to billboards and TV advertisements where tweens navigate trends other than the reference group. The brand attraction and retail purchase drive tween product sales with inshore style guides accelerate sales for tweens on the final purchase. Urban consumers will be our target market for hair wax tweens products. Tweens have higher participation in shopping experience are majorly drawn by parent's purchase patterns and habits (Baker, 2018). The tweens segment can be profitable as its relatively untapped in the hair wax segment.

Reference for Industry Report Personal Care in Australia

Baker, R., Yu, U., Gam, H.J., et al. (2018). Identifying tween fashion consumers’ profiles concerning fashion innovativeness, opinion leadership, internet use for apparel shopping, interest in online co-design involvement, and brand commitment. Fash Text 6(1), 8 -14. DOI: https://doi.org/10.1186/s40691-018-0158-9

Hansen, T., Keller, K. L., Goodman, M., Brady, M., & Kotler, P. T. (2019). Marketing Management. . Pearson Education Limited.

Mordor intelligence. (2016). Industry report personal care in Australia. Retrieved from https://www.mordorintelligence.com/industry-reports/australia-beauty-and-personal-care-products-market-industry

Unilever. (2020). Personal care brands. Retrieved from https://www.unilever.com.au/brands/personal-care/lynx.html

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