FEEL GOOD SPF
Background Summary
FEEL GOOD is an Australian skincare brand committed to redefining sunscreen and skincare by offering innovative products that combine effective sun protection and stress relief with a playful touch. With an approachable and engaging approach, FEEL GOOD seeks to revolutionise the way people perceive and incorporate sun protection into their daily routines, making skincare both effective and enjoyable for all. FEEL GOOD is poised to lead the charge in promoting skin health and wellness nationwide through its innovative product offerings and commitment to inspiring positive change in skincare habits. In this report we will explain FEEL GOOD’s mission statement, background analysis, competitor analysis, brand vision, target market, three personas, and customer journey in preparation for our launch.
2. Mission Statement
At FEEL GOOD, we strive to create innovative sunscreen and skincare solutions with the added feature of a stress relieving product. Our mission is to become a household name across Australia, inspiring a cultural shift towards prioritising sun protection, skincare, and wellness through the reduction of stress and sun damage. Through awareness, education, and exceptional products, we aim to eliminate negligence of skin protection, promoting healthier and happier lives.
3. The Brand
FEEL GOOD SPF presents an innovative line of sunscreens, targeting the unique intersection of sun protection and stress relief. Understanding that stress and skin health are deeply interconnected, our formulations prioritize both physical and emotional well-being, combining the functionality of sun protection with stress-reducing ingredients to cater to the specific needs of our target market.
Variants
a. Face version
The Face Version of FEEL-GOOD SPF is specifically formulated to offer broadspectrum UVA/UVB protection while incorporating the stress-relieving benefits of Ashwagandha and Holy Basil. Ginger King noted that the skin on the face is thinner and more sensitive than the body (as cited in Burwell, 2023,). Therefore, our face version provides a lightweight formula that is designed to be non-greasy, easily absorbed, and perfect for daily use under makeup.
b. Body version
The Body Version of FEEL-GOOD SPF provides the same broad-spectrum protection as the face version but in a larger, more convenient size for full-body application. Enriched with Ashwagandha and Holy Basil, this sunscreen offers all-over protection while promoting a sense of calm and balance.
Features
1. Broad-Spectrum UVA/UVB Protection: Both our Face and Body versions offer protection against harmful UV rays, safeguarding your skin from sunburns, premature aging, and potential skin damage.
2. Ashwagandha and Holy Basil: Unique to FEEL GOOD SPF, these stress-relieving ingredients are infused into both variants to offer not just skin protection but also a sense of calm and balance. According to the Office of Dietary Suplements, results from several studies suggest that Ashwagandha significantly reduces stress and anxiety (Office of Dietary Suplements, 2023). Additionally, holy basil, with its rich history in Ayurvedic medicine, is known for its therapeutic power in combating the effects of stress. With its potent anti-stress and anti-inflammatory properties, holy basil not only protects the skin from environmental stressors but also helps balance hormone levels and manage symptoms of anxiety (Levy, 2021). Together, these ingredients create a powerful blend that promotes a sense of calm and overall well-being.
3. Lightweight and Non-Greasy: The Face Version is formulated to be easily absorbed without leaving a greasy residue, making it an excellent base for makeup or daily use.
4. All-Over Protection: The Body Version comes in a larger size to ensure full-body coverage, perfect for those beach days or daily outdoor activities.
5. Holistic Skincare: Beyond sun protection, our formulations are crafted to address the skin's overall health. The stress-relieving properties of Ashwagandha and Holy Basil combat the effects of daily stressors on the skin in addition to its emotional anti-stress effects.
5. Target Market
Persona 1: Wellness-Enthusiast Woman (Aged 20-35)
Our target persona is a wellness-focused woman aged 20-35 who prioritises holistic health. She values authenticity, sustainability, and self-care, and actively engages with social media platforms like TikTok, Instagram and Pinterest to discover new brands and wellness trends. She embraces a lifestyle centred around being active and caring for her overall well-being. Sun protection is essential for her, given her beach outings and outdoor activities, and she prefers products that offer stress relief alongside effective sun protection. This persona subscribes to current wellness trends and seeks luxurious, high-quality products that enhance her lifestyle.
Persona 2: Sun-Safe Surfer
Our second persona is exposed to the sun for extended periods, such as surfers or outdoor workers. This persona understands the importance of sun protection and is willing to invest in premium products for optimal skin care. They appreciate mindfulness practices like meditation and yoga and are part of the wellness community but have a more low-key lifestyle. This persona values quality and effectiveness in skincare products and would likely engage with our brand at wellness events like yoga retreats or through partnerships with like-minded influencers, including surfers or wellness advocates.
Persona 3: Busy Professional and Skincare Enthusiast (Aged 35-50)
Our third persona is a woman aged 35-50 with a high-stakes job and significant responsibilities, such as a working mom or a career-oriented professional. This persona has a higher income and is willing to invest in premium skincare products that offer stress relief and effective sun protection. Often found in affluent areas like the Eastern suburbs, she values self-care and understands the importance of reducing stress while maintaining her skin's health. This persona appreciates luxury and convenience and seeks products that align with her busy lifestyle, making her a key target for our brand's premium offerings.