Business

Plan

FOR SUSTAINABILITY WE CARE

Table of contents

Business overview

Mission & USP

Problem & Solution

Market analysis

Competitor Analysis & Target Audience

Trends Research

Marketing plan

Marketing Mix

On Board

Content Example

Social Media Tools

01

Business Overview

Mission & USP

Problem & Solution

Problem

In a world saturated with skincare products, consumers often struggle to find a brand that offers both eco-friendly solutions with a holistic, therapeutic experience.

Many sustainable brands lack the aromatherapy aspect, which can enhance not only physical beauty but also inner well-being. The challenge is to find products that are both eco-conscious and spiritually uplifting.

At CURALA, our mission is to revolutionize the skincare industry by providing simple, eco-friendly products that offer a holistic therapeutic experience. We incorporate the power of essential oils to create a sensation of being at a spa while staying indoors.

Our aim is to help individuals improve their outer and inner beauty, promoting overall well-being. We prioritize sustainability, simplicity, and self-care in all that we do.

Mission statement

“FOR SUSTAINABILITY WE CARE”

USP

At CURALA, we stand out in the skincare market by combining simplicity, eco-friendliness, and holistic well-being. Our products are created with plant-based ingredients, making them vegan-friendly and cruelty-free.

We use recyclable and plastic-free packaging. What truly sets us apart is our commitment to providing an aromatherapy experience alongside skincare, promoting self-care and overall well-being.

CURALA: Where Skincare Meets Holistic Wellness."

Vision Statement

Our vision at CURALA is to be the global leader in eco-friendly and holistic skincare. We envision a world where skincare isn't just about looking good but feeling good too.

We aim to inspire and empower individuals to embrace self-care as an essential part of their daily routine and to make a positive impact on the planet through our sustainable practices.

Nea

Founder

CURALA skincare

Founder Story

This business started when I felt I could not find a skincare brand that provided me with simple, eco-friendly products with a holistic therapeutic feeling to them. Fond of essential oils, I did want to incorporate them in my skincare routine to have the sensation of being at an SPA but staying indoors.

Many brands out the were indeed sustainable, however, I did not have any aromatherapy experience added to it, which was my main goal. Treating myself to improve not only my outside beauty but the inner one too. A fundamental goal was to achieve an overall well-being state.

Quite disappointed, I started to research the benefits and properties of essential oil. I realised it was possible, and the fewer ingredients were used in the products, the more benefits were achieved.

Throughout my four years of experience working at a sustainable, healthy shop, I realised the importance of taking care of your mental health and physical needs.

02

Market Analysis

Competitor Analysis & Target Audience

Trends Research

2024 Market Trends

Safe Ingredients in the Spotlight

Eco-Friendly Packaging

Personalized Cosmetics

Tech-Infused Skincare

Virtual Try-Ons

AI-Powered Beauty Insights

Inclusive Beauty

Indie Brands on the Rise

Global Influencer Collaborations

more insights >>

Competitors / Inspiration

The MV Difference

lixirskin

Them vs. us

Them

• Prioritizes ingredient quality and concentrated formulations.
  
• Specializes in solutions for sensitive skin conditions.
  
• Emphasizes eco-friendliness and avoiding harmful ingredients.
  

Us

• Revolutionizing skincare with simple, eco-friendly, aromatherapeutic products.
  
• Vegan-friendly, cruelty-free, and sustainable packaging.
  
• Promotes self-care and holistic well-being.
  

Target Audience

Characteristics:

• Environmentally conscious,

• Wellness-oriented individuals who value eco-friendly, plant-based skincare with aromatherapy benefits.

• They seek simplicity, ethical practices, and holistic self-care,

• Prioritizing products that align with these values.
  

Demographics

35%

25 - 45+

Male

65%

18 - 65+

Female

Location: United Kingdom & Europe

Income: Middle - High

Occupation: Students & Professionals

Behaviour: Tend to buy products online

Psychographics:

• Values eco-friendliness, aromatherapy, and holistic well-being.
• Prefers minimalistic, vegan, and cruelty-free products.
• Active in wellness communities and seeks premium, eco-conscious skincare.
• Values ethical brands and eco-friendly packaging.

Needs and Desires:

• Eco-friendly skincare products that align with their values.
• Aromatherapy experience to enhance their self-care routine.
  
• Products that are free from harmful chemicals, preservatives, and artificial fragrances.
  
• High-quality, plant-based ingredients that provide visible results.
  
• Access to skincare that promotes both outer beauty and inner well-being.
  
• A brand that offers guidance on holistic wellness and self-care.
  
• Convenient, easy-to-use skincare products.
  

Behavioural Traits:

• Seeks eco-friendly, aromatherapy skincare with holistic benefits.
• Wants vegan, gentle products for skin sensitivities.
  
• Values ethical consumer choices and sustainability.
  

Demographics:

• Income: Middle class
  
• Education: College-educated
  
• Occupation: Professional, environmentally conscious career: sustainability manager
  

03

Marketing Plan

Marketing Mix

7 Ps

Composition of our products

Our NO LIST of ingredients

• No mineral oils

• No artificial oils

• No silicone

• No parabens

• No preservatives

• No alcohol

• No dyes

• No synthetic fragrances

• No sulphates

Ethics & Values

Eco-friendly Packaging

Aromatherapy

Promotion

Digital Marketing

Utilize social media platforms, content marketing, and email marketing to reach the target audience.

Influencer Partnerships:

Loyalty Programs:

Content Marketing:

Collaborate with eco-conscious influencers and wellness experts to create brand awareness.

Reward loyal customers with exclusive offers and incentives.

Develop educational content about holistic well-being, aromatherapy, and eco-friendliness to engage and educate customers.

Marketing Mix

Price:

• CURALA positions itself as a premium brand due to its commitment to eco-friendliness, quality, and ethical values.
  
• Pricing strategies should reflect the premium nature of the products while considering affordability for its target audience.
  

Place:

• CURALA Skincare can be sold through its own online store and select retail partners specializing in eco-friendly and wellness products.
  
• Expanding to physical stores, spas, and wellness centres aligns with the brand's vision of bringing the spa experience to people's homes.
  

People:

• Emphasize the founder's passion for eco-friendly and holistic skincare to establish a personal connection with the brand.
  
• Process:
  
• Offer transparent information on product ingredients, sourcing, and manufacturing processes to build trust.
  

Physical Evidence:

• Packaging: Continue using eco-friendly, plastic-free packaging to demonstrate the brand's commitment to sustainability.
  
• Product Samples: Provide sample-sized products to allow customers to experience the brand's unique aromatherapy offerings before committing to full-sized products.
  

04

Brand Positioning

Social Media Guidelines

Brand Assets

Product Mock-up

Access the teamspace on Notion.so for all the brand assets and files.

05

Marketing Sales Funnel

Click here ≥≥

Meta Business Suites - Create and schedule posts

TikTok Creative Centre & Business Instagram - Trends Research

Notion.so - Social Media Calendar

Mojo; Canva; Adobe Express - SM templates

Preview - Check Instagram Feed

https://runwayml.com/ - Creation tool (remove something in the video or edit images)

https://www.midjourney.com - stunning art

Uizard AutoDesigner - Type what kind of app you want and the tool will generate a template design for you! I know it won't be perfect but it's like the custom template to get a head start!

VisilvAl - turn any screenshot into an editable design!

Content Ideas and more >>