CHAPTER 2

on
PROJECT PROFILE
2.1 Product Name

Silkygirl  “Blockbuster Color Palette” Eye Shadow

2.2 Product Classification

Silkygirl’s blockbuster color palette eye shadow comes with different types of funky color
that can create very attractive look.

2.3 Product Characteristics

Brand: Silkygirl
Industry: Retail & Pharmacy
Product: Blockbuster Color Palette (Eye Shadow)
Category: Beauty, Cosmetics

Product Pricing
Description          
                                                                                       Price
SILKYGIRL - Blockbuster Color Palette 6g                    RM 23.90
Code: Bare Classics

SILKYGIRL - Blockbuster Color Palette 6g                    RM 23.90
Code: Green Forest
SILKYGIRL - Blockbuster Color Palette 6g                    RM 23.90
Code: Simply Pastel

SILKYGIRL - Blockbuster Color Palette 6g                    RM 23.90
Code: Smokey Charm

SILKYGIRL - Blockbuster Color Palette 6g                    RM 23.90
Code: Urban Mood

SILKYGIRL - Blockbuster Color Palette 6g                    RM 23.90
Code: Violet Crush

Product Packaging

Silkygirl packaging design for each range of product is different and they don’t have any specific colour scheme for their products.

Their packaging for blockbuster color palette eye shadow comes with a light weight plastic material, clear on top and glossy opaque black as the base. The length & width for the compact are 7*5 cm. and thickness 1.2 cm.



2.4 Product Range




Colors: Bare Classics, Simply Paste, Green Forest, Urban Mood, Smokey Charm, Violet Crush.

2.5 Distribution

SILKYGIRL is a local Malaysian brand which is launched in June 2005 and marketed at over 1,000 cosmetics counters in Malaysia, Singapore, Brunei and Indonesia. In Malaysia, it is available at Guardian, Watsons, Parkson, Jusco, Sasa, Apex and other independent supermarkets and pharmacies.

2.6 Product Life Cycle



2.7 The Brand






SILKYGIRL is a home-grown color cosmetics brand of Alliance Cosmetics Sdn Bhd. This color cosmetic brand is introduced in June 2005 across Malaysia, Singapore, Brunei, and Indonesia. After launching, the brand was added new excitement to the landscape of color cosmetics in the mass retail market. This brand is specialized in color cosmetic products such as eye shadow, eyeliner, lipstick or lip gloss, mascara, face powder, eye brow pencil, nail products etc.

It offers a complete range of high quality colour cosmetics that will meet the needs of discerning consumers in both the urban and suburban markets. SILKYGIRL's brand personality is fun, young, colourful and exudes confidence. The core promise of the brand is delivered through the latest colour trend and high quality specifications of the products. 

SILKYGIRL is an exciting brand that offers a complete range of colour cosmetics for fun-loving teenagers and young working women wanting to beautify themselves. It is created especially for young Asian women in the age group of 18 to 25, with a number of contrasting demands, with the desire to help them define their own unique personality through a fusion of products and colours.

Regardless of one’s features, skin tone or skin type, SILKYGIRL has just the right product that brings out the best in oneself. The SILKYGIRL color palette ranges are from bold, fun, romantic and exhilarating hues that easily complements one’s mood and persona. It aims to help aspiring women look and feel good about and believe in themselves.

Silkygirl is now marketed at over 1,000 cosmetics counters in Malaysia, Singapore, Brunei and Jakarta. In Malaysia, it is available at Guardian, Watsons, Parkson, Jusco, Sasa, Apex and other independent supermarkets and pharmacies. Following the success of SILKYGIRL colour cosmetics, the Alliance Group launched its fragrance line in July 2006. Apart from introducing the Silkygirl women’s fragrances, the Alliance Cosmetic Group also introduced the Silky for Men fragrances; bringing on board Malaysian heartthrob Mawi into the Silky family.


2.8 Brand Image and Implication

After launching the Silkygirl products within 2 and half years, it has got the ownership of being the No. 1 mass colour cosmetics brand in retail shops throughout Malaysia. It has captured about 15% share of the local cosmetics market. Out of around 50 competing colour cosmetic brands, Silkygirl currently ranks around 15th. It was well accepted by the local market in Malaysia when it came to the market. But now last few years, this brand is losing its popularity comparing to other international cosmetic brands. It still seeks to build brand awareness and develop a market for the product. They are focusing on a low cost strategy that is why, their product is very cheap and product packaging is also unattractive. This creates bad impressions on the product as well as brand.Nowadays they are trying to get customers attention by advertising and promotional items.

2.9 Strength and Weakness

     Strength
  • Well established company. 
  •  Locally manufactured. 
  •  Distributed to most convenient stores & available at every supermarket and pharmacy.
  •  Malaysian made product hence no import tax. 
  •  Product is Light in weight. 
  •  Comes in a variety of colours in cheap price 
     Weakness
  •  Target market is too wide.. 
  •  Unattractive product packaging. 
  •  Brand image hasn’t changed since it came out. 
  •  Consumers don’t trust local brands as much. 
  •  Because of cheap price it is not trust worthy. 
  •  Colours are not long lasting 
2.10 – Advantages and Disadvantages

     Advantages
  •  Wide range of cosmetic products. 
  •  Products are cheap and affordable for teenagers, young people. 
  •  Cosmetic colours are very funky, attractive and easy to apply. 
  •  Easy to carry the products from one place to another. 
  •  Easy to get at local pharmacy.
Disadvantages
  •  Don’t have specific well renowned product 
  •  Consumers have doubt on product quality because of cheaper price. 
  •  Packaging and labelling don’t attract consumers. 
  •  Less promotional items. 
  •  Some colour products are not long lasting. 
  •  Hard competition with other existing international brand 
  •  Many consumers’ prefer international cosmetic brand’s product rather than local brand products. 
  •  Consumer does not look also what are the new products launched by this brand. 

2.11 – Unique Selling Proposition (USP)

Silkygirl blockbuster color palette eye shadow offers multiple ranges of color code iincludes an interesting selection of pigment-rich eye shadows from classic neutrals to bright funky colours.

2.12 – Promotional History and Advertising Schedule
Print Ads: SILKYGIRL Cheer 2007 – 2010 Contest 








Online ads & contest, banner, website, TVC, 













2.13 Positioning Statement
Blockbuster color palette is a name of silkygirl’s eye shadow which comes with varieties of cool pastel colors in an affordable price which is suitable for young teenagers to get an attractive eye look.











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