I would like to start a line of eco-chic cosmetics, initially focusing on the lip color category. The opportunity is to take advantage of the nascent stage in the natural and organic personal care market and build brand loyalty early on by creating a broad-based line of organic lip colors, which are highly pigmented. I am choosing to focus on the lip category initially.

I choose lip color (stick, gloss and balm) because it is one of the most common products in a woman’s cosmetic wardrobe (80% of American women wear lipstick). According to a survey I sent out to 110 Stern/UPenn women between the ages of 20-39, lip color is the second most common cosmetic they use after mascara. Unlike mascara most women own more than one lip color.

It is also a product that is used across cultures, and has a strong emotional appeal (according to a L’Oreal Survey 75% of women said lipstick makes them feel more confident).

Furthermore, given the fact the average lipstick wearer ingests 24 milligrams of lipstick per day, there is a clear reason to go organic which can be called out in advertising and PR.