Formulation and Marketing of a
Dark Circles Treatment Product
Neha Vijay Prasad (B171041)
Hanisha Ramesh Chandekar (B171005)
Raksha Vithoba Kodam (B171022)
Prajakta Baban Shinde (B172058)
As a part of our Final Year Project at Bombay College Of Pharmacy we
wanted to use all the knowledge we had gained in our course to
Formulate and Market a skincare product.
About the
project
Learn about commonly used Active Ingredients
and Dosage Forms in skincare products.
Learn about various Packaging methods of skincare
products
Learn about various alternative testing methods for skincare
products
Create a Marketing Plan.
Objectives Understand the importance of social media presence, website
& blog creation and email marketing
01 Survey &
Results 02 Formulation
Research
03 Marketing Plan 04 Conclusion
Table of
contents
01 Survey &
Results
Determine the age group
of our buyers
This would help us create
appropriate packaging
and marketing strategies
Determine the most
common skin concern
This would help us formulate a
product that could help a large
number of people
Understand why they
want to fix their skin
concern
Objectives of Understanding the motive
the survey behind the purchase could
help us connect with our
buyers better.
1) What category below includes your age?
2) What is your biggest skin concern?
● Active Acne
● Acne Scars
● Hyperpigmentation (Dark Circles)
● Under Eye Dark Circles
● Blackheads
● Whiteheads
● Fine lines and Wrinkles
3) How difficult has it been to treat the issue?
4) How will solving your skin concern improve
Survey your life?
Questions
5) Please Mention your email-id below if you'd
like to be contacted when we have a solution to
your problem
Age group of our Most common
buyers skin concern
18-29 years Under eye dark
circles
Level of difficulty to Benefit of
treat skin concern Treatment
Difficult Treating the skin
concern willl boost
their self confidence
Results
02 Formulation
Research
Phase Phase Phase
01 02 03
Determine the active Determine appropriate Determine excipients
ingredients dosage form
Phase
04
Testing of the product
Phase Phase
05 06
Research
Determine manufacturing Determine packaging of
Method of the product the product
Active Dosage form
Ingredients
Retinyl Palmitate Serum (oil in water
Hyaluronic Acid emulsion)
Excipients Water Manufacturing
Equipment
Stearyl Alcohol High Pressure
Disodium EDTA Homogeniser
Butylene Glycol
Sodium Hydroxide
Caprylyl Glycol
Packaging Packaging Material
Recyclable Airtight
Pump Bottle PET Plastic
Results
03 Marketing
Plan
Business Business Target
Summary Initiatives Market
• About the company • Marketing Initiatives • Industry Name
• Our Mission • Goals • Buyer Personas
• SWOT Analysis • Metrics • Competitive
Analysis
Marketing Marketing
Strategy Channels
• Product • Website
• Price • Instagram Account
Objective of • Promotion • Emailers
• Place
marketing plan
Our Mission
Developed by pharmacists, Tvachology’s mission is to ethically create innovative, safe
and efficacious skincare products to help everyone feel confident in their skin.
SWOT Analysis
Strengths Weaknesses Opportunities Threats
• We aim to be a • We currently • In the near future • The Beauty
certified vegan have a small we plan on Industry is
and cruelty-free scale of expanding to top intensely
brand manufacturing e-commerce competitive.
and a Limited platforms physical
• We create unique marketing stores. • There is a threat
and attractive budget. that competitors
packaging. • We formulate and may copy our
manufacture new product design
• We have an active products with and features to
social media unique product make cheaper
Business presence design. products.
Summary
Buyer Persona
18-29 year olds. College Students & Young working professionals.
Website & Blog- https://tvachology.wordpress.com/
Business
Initiatives
Instagram
Promotional Content
Educational Content
Engagement Boosting Content
Business
Initiatives
Email Marketing
The Marketing team created an email
list and sent out information about our
new dark circles treatment product and
links to educational blog posts available
on our website
Such emails would inform our
customers about new product launches
and new educational content available
on our website.
Business
Initiatives
Product Price
Efficacious, affordable ₹350 for a 15 ml container
cruelty free, vegan
Dark Circle Treatment Product We will offer Discounts on our
product before major festivals
and during university exams.
Promotion Place
Blog The product will be sold
Social media account online on our website
Emailers
As we grow as a brand
Marketing our product will be sold on major
e-commerce platforms like
Strategy Nykaa, Amazon and Flipkart.
04 Conclusion
Vitamin A derivatives are the most effective ingredients in
the treatment of dark circles
Retinyl palmitate, is less potent but has better stability and
very low irritation potential
Serums are thin and light, whereas creams have a thick &
oily consistency.
Retinyl palmitate undergoes considerable oxidation
degradation when exposed to air
It is important to create a Marketing Plan to ensure smooth
exectution of all marketing activities
Conclusion Not all marketing needs to be paid/ads. Freely available tools
can give great results too..
THANK YOU
Neha Vijay Prasad (B171041)
Hanisha Ramesh Chandekar (B171005)
Raksha Vithoba Kodam (B171022)
Prajakta Baban Shinde (B172058)
