Black Beauty in Brazil: Carol’s Daughter’s Collection

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Black Beauty in Brazil: Carol’s Daughter’s collection

International Marketing Country Notebook

By: Bobi Bates

Howard University- INBU-320-01

November 29, 2017

Table of Contents

COUNTRY NOTEBOOK PART 1

COUNTRY NOTEBOOK PART 2:

Executive Summary

        The purpose of this paper is to effectively explain the use of a new product called the Carol’s Daughters to promote the empowerment of Afro- Brazilian women, who have been long been criticize in Brazilian society. For Afro-Brazilians women, the natural hair is part of this powerful movement to reclaim their identity and daily racism that the Afro-Brazilian community faces every day. Ever since Europe first colonized the world, afro-textured hair has been shamed because society pressured them to be just like the European beauty standards. Carol’s Daughters natural hair collection movement is about repelling this European standard of beauty and instead embracing one’s true hair texture. It’s a black- owned business that understands what African American women must deal in this world.  

Marketing Project Objective

        The objective of this marketing project is to devise Carol’s Daughter products collection to the natural hair movement in Afro- Brazilian community. Curls Collection, which is perfect for your curls, coils, kinks and wave and keep all curls that want to stay moisturized, defined, frizz-free and long-lasting. Brazil, which is the largest black population second to Africa. Carol’s Daughter, recognized that women who were searching for information about how to take care of their natural hair didn’t have the necessary products to help them to do that. Even women using their products for extra moisture, for controlling frizz, for battling the humidity that they encounter day in and day out. Its helps with definition for the curls. The accomplishment of curls collection is to designed to prep and perfection your hair to choose the formula that suits your curl pattern.

Situation Analysis

The Company- Firm strategy, structure and rivalry

        Carol’s Daughter began in 1993 by a black women name Lisa Price who began to sell her body butter, oil and fragrances from her kitchen in Brooklyn. She decided to do a change in her life where she became completely natural and added a natural hair care line for black women. In 1990s was the starting point of African American women to stop relaxing their hair which is a chemical compound that used to straighten their hair. Instead going back to their roots and wear their natural hair.

        Carol’s Daughters grew rapidly by the earlier 2000s which she opened her first store in Brooklyn, New York. She partnered with some big-time celebrity black investors such as Jay-Z, Will Smith and Jada Pinkett Smith even Oprah to expand her products within the U.S. By 2011, Carol’s Daughter became the number one beauty, skin care products and cosmetics for all women. Which the sales were about $27 million dollars. The products were in the top selling companies such as Walmart, Target and Ultra Even Home Shopping Network.

        Between 2010 and 2011, Carol’s Daughter began to go through some financial struggles. The sales were going down in the stores and competitors were suppressing Carol’s Daughter. Even got worse with Price where she filed for bankruptcy for Carol’s Daughter. Price had to make a business decision that will forever change the shape of Carol’s Daughter’s company. In 2014, L’Oréal brought Carol’s Daughter. Price will still be the face of the brand as creative visionary and spokesperson for the brand and continue to lead the company. Price already had sales within U.S.. But L’Oréal can take them to their full potential as whole brand that will take them internationally. L’Oréal was founded in 1909, which became the largest cosmetics and beauty company in the world. Currently, there are leading personal care in the world which value is at about 24 billion.

SWOT Analysis

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The strengths or internal positive factors for Carol’s Daughter, there is customer loyalty to Carol’s Daughter when given a choice, because of this the company can focus on targeting new customers to grow the business. The natural hair products are unique and creative that attracts customers. This helps the company to stand out from its competitors. They can charge higher prices for their products because consumers can’t get these products anywhere else. Their products have variety for all people from different backgrounds. Among other strengths the company benefits from its innovative culture, strong management, cost advantages, open to women of all ages, and celebrate empowerment and self-worth.

The weaknesses or internal negative factors which consumers no longer value the brand because Carol’s Daughter is a weak brand therefore they can’t charge the same prices for coming goods and services as their competitors. Weak supply chain is another issue that the company is struggling which is hurting their sales. The orders aren’t incoming on time which customers cancel their orders. A lot of investors such as Oprah, Jay-Z, Will Smith and Jada Pinkett Smith stop helping the company due to decrease of sales and selling the company to L’Oréal. The market strategy isn’t as strong . The company only use social media instead of branching out reaching out to new customers which makes their brand weak. Lastly, many of their products can only be purchased through their online store, which affects their product accessibility.

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