Beauty Buffet - A Recipe for Success
in the Indian Beauty Market

beautybuffet india

Beauty Buffet, a well-established beauty products manufacturer in Thailand, was keen to expand its horizons and make a grand entrance into the vibrant and dynamic Indian beauty market. Faced with the challenge of standing out in a crowded marketplace, they sought to introduce a unique concept that would capture the hearts and minds of Indian consumers.

The result was the innovative idea of integrating the concept of a breakfast buffet with cosmetic retail sales – a concept they aptly named “Beauty Buffet.”

This case study explores how this novel idea propelled Beauty Buffet to success in the Indian beauty segment.

Client:

Beauty Buffet

Industry:

Beauty & Personal care

Business Model:

B2C & D2C

Category:
  • Market Entry Strategy
  • Regulatory Compliance & Legal Structuring
  • Infrastructure Setup
  • Business Strategy
  • Resource Planning & Hiring
  • Strategic Partnerships
  • Brand Management
01. Business Challenges

Beauty Buffet faced several critical challenges that necessitated the need for indian market entry experts:

    • Diverse and Lucrative Market: The Indian beauty industry is diverse, dynamic, and rapidly growing. It encompasses skincare, cosmetics, hair care, and wellness products. Indian consumers are increasingly conscious of their appearance and well-being, making it an ideal market for beauty product manufacturers.
  •  
    • Fierce Competition: The market is teeming with domestic and international brands, making it challenging for new entrants to gain a foothold. To succeed, Beauty Buffet needed a unique brand marketing strategy, media and public relations strategy, brand positioning, talent acquisition strategy. and differential product placement. 

02. Brand Objectives

Our Consultants aimed to address these challenges through a comprehensive market entry strategy, which included the following objectives:

    • Market Penetration: The primary objective for Beauty Buffet is to penetrate the Indian beauty market successfully. 
    • Brand Recognition: Beauty Buffet want their brand to be associated with quality, uniqueness, and an enjoyable shopping experience.
    • Sales Growth: A key business objective is achieving significant sales growth. 
    • Market Expansion: To establish a strong foothold in major cities of India.
    • Collaboration and Partnerships: The company intends to form strategic collaborations with top influencers, beauty experts and e-commerce brands to increase brand recognition, credibility and reach.
    • Talent Acquisition: It’s important to have right talents for branding, operations, marketing and sales in a team at foundational level. In-store beauty advisors guided customers to make informed choices, adding value to their experience.
03. Implementation
Market Penetration
  • In-Depth Market Research: Conduct thorough market research to identify key customer segments, competitors, and local market trends. 
  • Localized Marketing: Developed marketing campaigns that resonate with Indian consumers, taking into account cultural and regional nuances. 
  • Pricing Strategy: Set competitive prices that consider the purchasing power of the target market while maintaining product quality and uniqueness. 
  • Distribution Network: Establish a robust distribution network, ensuring the products are easily accessible to the target audience.
Talent Acquisition
  • Recruitment: Identified and recruited talent for various critical roles such as branding, operations, marketing, and sales. Hired individuals with a deep understanding of the Indian market.
  • Training and Development: Provide comprehensive training to ensure that the team is aligned with the brand’s vision and objectives.
  • Performance Evaluation: Regularly evaluate the performance of the team and provide feedback and growth opportunities.
Brand Recognition
  • Unique In-Store Experience: Ensure that the in-store experience reflects the brand’s uniqueness, quality, and enjoyable shopping atmosphere. This includes store design, ambiance, and service quality.
  • Consistent Branding: Maintain a consistent brand image across all marketing materials, packaging, and in-store displays. The brand should be easily recognizable and memorable.
  • Customer Feedback: Actively seek and respond to customer feedback to continuously improve the shopping experience and align it with the desired brand image.
Market Expansion
  • Strategic Location Selection: Identify and secure prime locations in major cities, considering factors like foot traffic, demographics, and proximity to competitors.
  • Store Design and Layout: Customize the store design and layout to suit each location’s unique characteristics while maintaining the brand’s core identity.
Partnership
  • Influencer Marketing: Collaborate with top beauty influencers and celebrities in India for product endorsements and promotions.

  • Beauty Expert Alliances: Form partnerships with local beauty experts to provide expert advice and services within the stores, adding credibility to the brand.

  • E-commerce Partnerships: Collaborate with established e-commerce platforms for online sales, tapping into the online market and leveraging their customer base.

In-Store Beauty Advisors
  • Selection and Training: Recruit knowledgeable and customer-oriented beauty advisors. Provide them with training on products, customer service, and personalized consultations.

  • Customer Engagement: Encourage advisors to engage with customers, understand their needs, and guide them in making informed choices. This adds value to the customer experience and boosts sales.

04. Results & Outcomes

Beauty Buffet India Entry yielded several positive outcomes:

    • Market Penetration: Market presence initiated through integrated partnership with Dabur’s New U beauty stores across major metropolitan cities of India. Introduced beauty buffet brand kiosks across 42 New U beauty stores.
    • Targeted Marketing: The focused marketing strategy led to 113 beauty influencers became dedicated advocates and foot traffic increased by 23% within the first six months of operation for the Beauty Buffet brand.
    • E-commerce Partnership: Nykaa, Amazon and Flipkat partnerships accounted for 43% of the total sales revenue and website traffic increased by 30% growth every month.
    • Profit Margin: The company achieved a 13% profit margin within the first year of operation.
    • Conversion Rate: The conversion rate increased by 10% when beauty advisors provided personalised consultations.
    • Average Transaction Value: Customers guided by beauty advisors had an average transaction value of INR 2000, compared to 1200 for those without guidance.
13
Profit Margin within 1st year of operations
23
Increment in foot traffic at stores
43
total sales revenue through e-commerce
10
increase in conversion rate on personalised consultations
05. Conclusion​

Beauty Buffet’s successful entry into the Indian beauty market demonstrates the importance of innovation and understanding local consumer preferences. By offering a unique and engaging shopping experience, Beauty Buffet was able to capture the hearts of Indian consumers and carve a niche for itself in a fiercely competitive market.

This case study serves as an inspiration for companies looking to expand into new markets and highlights the power of creative thinking and localisation in business strategy.

06. Client Testimonial
From the very beginning, NBNM demonstrated an exceptional level of dedication and expertise that exceeded our expectations. They played a pivotal role in our Indian market entry, contributing significantly to our success. This venture was no small feat, and we knew that we needed a partner who could not only understand the intricacies of the Indian market
beauty buffet
Mr. Francis
Director