The Glazing Aloe Sunscreen by Rhode Skin

Presented by: Lucy Kieffer, Lybah Nawaz, Annie Liu, Max Maryott, and Hannah Ahn

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Table of Contents:

Executive Summary 2

Our Service Initiative 2-3

3C’s 3-8

Consumer:
Consumer Needs 3-4
Segmentation, Target, and Positioning Strategy 5
Our Target Consumers 6

Company:
SWOT Analysis 7

Competition Analysis 8

5 P’s Strategy 9

Ethics and Corporate Social Responsibility 10-11

Marketing Objectives 11-12

Research
Trends 12
Our Research 12-14

Market Share 14

Pricing Strategy 14-15

Channel Strategy 15-16

End of Pitch

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Executive Summary
Ladies, gentlemen, and esteemed members of our Rhode Skin team, we stand united on a
transformative journey. Rhode Skin is more than just a skincare brand it's a testament to
nurturing your skin, embracing your essence, and feeling the confidence that comes from within.
Our values; simplicity, affordability, authenticity, quality, and transparency are the guiding stars,
illuminating our path in the realm of ethical and efficacious skincare. Rhode Skin doesn't belong
to a specific gender; it's an embrace for all, including non-binary, trans, non-cis, and all
women-identified persons. We celebrate diversity and inclusivity, ensuring our products resonate
with everyone.

In this ever-evolving world of skincare, we, the Rhode Skin team, stand at the forefront of
innovation. Our unwavering dedication to creating products that genuinely work for all has led
us to unveil a new gem in our lineup: the Glazing Aloe Sunscreen. Rhode Skin's commitment is
deeply rooted in science and exceptional ingredients, simplifying the complexities of skincare to
present an effective, daily routine. We envision these creations becoming your trusted essentials,
residing in your bathroom, accompanying you on travels, enhancing your skin progressively, and
keeping it happy and hydrated.

The Glazing Aloe Sunscreen by Rhode Skin embodies our vision. It's more than just a shield
against the sun; it's a companion for those daring exploits under the sun, embodying the
adventurous spirit within you. It addresses the need for a protective sunscreen that is lightweight
and glowy, allowing you to stay current with skincare trends while exuding that coveted "clean
girl" radiance akin to Hailey Rhode Bieber's signature "glaze" skin. Rhode Skin's Glazing Aloe
Sunscreen is the epitome of responsible luxury, symbolizing sustainability and offering a
guilt-free experience. It stands for inclusivity, catering to a diverse audience, and aligns with
your values, be it health-consciousness, trendsetting, or a commitment to a better world.

Together, let's embark on this journey with Rhode Skin, where the fusion of science, nature, and
values brings you skincare that embraces, enhances, and celebrates the uniqueness in us all.

Our Service Initiative:

Unique Proposition
Rhode Skin's Glazing Aloe Sunscreen is the culmination of meticulous formulation and a
commitment to offering premium skincare at an affordable price. The product's clear, glazing,
and glowy formula are a result of a thoughtful blend of research-backed ingredients, including
peptides, aloe, shea butter, niacinamide, cupuaçu, babassu, hyaluronic acid, marula oil, squalane,
and açai. This unique combination not only provides broad-spectrum protection but also imparts
a radiant complexion, staying true to the brand's values of simplicity, affordability, authenticity,
quality, and transparency.

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Reminder to Be
Our reason to be is to offer a line of curated skincare essentials. Formulated for a variety of skin
types and needs with high-performance ingredients, it’s a daily routine that nourishes your skin
barrier over time.

A Note From Our Founder

“My journey towards healthier skin inspired me to develop products that really work, in a way that’s
accessible to everyone. Rhode is dedicated to making products based on science and great formulation,
simplifying many of the mysteries and complex narratives behind efficacious skincare. I hope these will
become your go-to essentials that can live in your bathroom, be your favorite travel companion, improve
your skin over time, and keep your skin happy and hydrated.”

We Are Different
We are different from our skincare competitors because we are
committed to catering to our wide consumer base and meeting the expectations of
health-conscious individuals who seek efficacy and safety in their skincare products.

This includes the following:

● Our values: At Rhode, we believe in simplicity, affordability, authenticity, quality, and
transparency
● Scientifically proven formulas: Our products have been developed with award-winning
dermatologists, chemists, and industry leaders to create a skin barrier-focused formula
designed to be versatile and suitable for all skin types and bring visible benefits for all
● Our minimal footprint: We are committed to mindful skincare. All of our products are
vegan, cruelty-free, gluten-free, and dermatologist-tested

3C’s: Consumer Needs

Rhode Skin's Glazing Aloe Sunscreen is poised to capture the attention and meet the diverse
needs of a wide-ranging consumer base. The target audience for this innovative sunscreen spans
various age groups, genders, and values, reflecting the brand's commitment to inclusivity and
versatility.

The consumer problems addressed by Rhode Skin are both practical and aspirational. The
formulation of the Glazing Aloe Sunscreen caters to the need for a protective sunscreen that is
not only effective but also lightweight and glowy. The desire to stay current with skincare trends,
exemplified by the radiant skin trends set by influencers like Hailey Bieber, is acknowledged and
addressed through the product's careful design. Additionally, Rhode Skin recognizes the
consumer aspiration to embody a "clean girl" aesthetic, and the brand's response includes

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offering a product that aligns with these ideals. Furthermore, the acknowledgment of Rhode's
small product selection is met with a focused approach to delivering quality over quantity.

Rhode Skin's commitment to people is evident through its investment in customer engagement
and satisfaction. The brand has established a dedicated customer service team equipped with
in-depth product knowledge to address consumer inquiries and provide assistance. Live chat
support on the website ensures real-time assistance, contributing to a positive shopping
experience. Actively encouraging customer feedback and reviews builds credibility and offers
valuable insights, allowing Rhode Skin to respond promptly and professionally to consumer
concerns, further showcasing the brand's commitment to customer satisfaction.

● The trend-aligned clear, glazing, and glowy formulation of our sunscreen also resonates
with the growing demand for natural, radiant skin in the beauty industry
● Our sunscreen is not just a skincare product; it's a celebration of diverse beauty. The clear
formula is meticulously crafted to enhance the natural radiance of every skin tone,
fostering inclusivity in the world of beauty.
● Rhode Skin's Glazing Aloe Sunscreen is the clear choice for those who believe in the
beauty of simplicity. The clear, glazing, and glowy formula is a testament to the power of
natural beauty; unembellished, uncomplicated, and utterly radiant.
● Beauty shouldn't come at the expense of the environment. Rhode Skin's commitment to
sustainability extends to the formulation of our sunscreen. Glow guilt-free, knowing that
you're enhancing your beauty without compromising the planet.
● Rhode Skin's Glazing Aloe Sunscreen transcends conventional beauty standards. Its clear,
glazing, and glowy formulation empowers individuals to embrace their unique beauty,
breaking free from one-size-fits-all ideals.

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3 C’s: Consumers: Segmentation, Target, and Positioning Strategy
In terms of segmentation, Rhode Skin employs a comprehensive strategy to reach a diverse consumer
base.
Type of Segmentation Segmentation Criteria Target Customer Segment

Geographic Region While the initial focus is on the

United States, there are future
aspirations for international
expansion, ensuring a global
presence.

Density The brand considers consumers

in various city sizes, from urban
hubs to suburban and rural areas,
accommodating a broad
spectrum of lifestyles.

Demographic Age Rhode Skin embraces

consumers across genders, ages,
Life-cycle stages racial and ethnic backgrounds,
life stages, birth eras, household
Income
sizes, marital statuses,
Household size educational backgrounds, and
occupations.

Psychographic Values The psychographic segmentation

delves into the personality traits,
Needs values, and needs of the
consumers, emphasizing health
and wellness,
trend-consciousness, and a
preference for clean,
cruelty-free, and eco-friendly
beauty products.

Behavioral Shopping Preference Rhode Skin caters to online

shopping preferences,
recognizing the importance of
convenience and accessibility
for skincare enthusiasts.

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3C’s: Consumer: Our Target Consumers
The three identified target consumers further refine Rhode Skin's approach to product positioning:

Target Consumer Age

Easily Influenced Teens 15-20 For these fashion-forward and

trend-conscious individuals,
Rhode Skin's Glazing Aloe
Cream is positioned as the go-to
sunscreen for achieving an
everyday glowy look inspired by
the latest skincare trends. It
offers an opportunity to
effortlessly attain a
celebrity-inspired radiance.

Health-Conscious Millennials 25-35 With a focus on wellness,

sustainability, and maintaining
youthful skin, this group is
introduced to Rhode Skin's
Glazing Aloe Cream as a
protective and enhancive
solution. The product not only
fights sunburns but also nurtures
the skin, aligning with the values
of health-conscious millennials.

Everyday Sunscreen Seekers 18-50 This segment, encompassing

individuals who understand the
importance of daily sunscreen,
values the lightweight, glowy
protection offered by Rhode
Skin's Glazing Aloe Cream. It
caters to those seeking an
everyday sunscreen that not only
protects but also provides a
radiant finish.

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3C’s: Company: SWOT Analysis

Strengths: Internal Weaknesses: Internal

● Powerful celebrity endorsement of ● Limited product range

Hailey Bieber ○ Despite its diversity can be
○ Serves as a credible influencer expanded to attract a wider
marketing strategy consumer base and compete
● Beiber’s association enhances brand more effectively with
awareness and trust among consumers established beauty brands
○ Establishing Rhode Skin as a ● Online-only sales model
significant player in the ○ This might hinder purchase
skincare industry decisions for consumers who
● Brand’s Commitment prefer trying products in-store
○ To ethical and sustainable before committing to a
practices purchase
○ Offering affordable pricing
○ A diverse product range
○ Strong online presence

Opportunities: External Threats: External

● Introduce new skincare products ● The skincare industry is highly

● International expansion competitive
○ Especially in markets where ○ Competing against established
clean beauty and sustainable brands with dedicated
skincare are on the rise consumer bases can be
● Collaborations with other celebrities, challenging
influencers, or beauty experts ● Seasonal fluctuations in demand for
● Implementing subscription-based sunscreen products pose a potential
models for recurring product threat, especially during colder months
deliveries ● Consumer skepticism regarding
celebrity-backed skincare brands and
the potential saturation of the beauty
and skincare market emphasize the
need for Rhode Skin to differentiate
itself effectively

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3C’s: Competitive Landscape: Rhode Skin’s Strategic Edge
In the intricate realm of skincare, Rhode Skin's journey to a triumphant product launch is
intricately woven with addressing weaknesses, navigating competition, and seizing growth
opportunities. This multifaceted strategy is underpinned by a commitment to forging a robust
brand image, mitigating threats, and aligning seamlessly with burgeoning consumer trends,
making Rhode Skin poised for triumph in the ever-evolving skincare market.

The competitive landscape presents formidable contenders, and among them, Supergoop emerges
as a noteworthy player with its Glowscreen SPF 40, offering a tinted sunscreen in various
shades, sizes, and subscription models. In response, Rhode Skin strategically positions itself,
steering the narrative towards a clear, glazing, and glowy formula inspired by the luminosity of
Hailey Bieber's skin. This deliberate shift aligns with the zeitgeist, responding to the
contemporary pursuit of radiant, healthy skin that transcends traditional sunscreen expectations.

The makeup-centric orientation of Rare Beauty presents a unique challenge with its Positive
Light Tinted Moisturizer SPF 20. Rhode Skin, recognizing this dynamic, asserts its
distinctiveness by presenting an everyday glowing sunscreen catering to all skin tones. The clear
formulation stands out as a versatile option, offering consumers not just protection but also a
radiant and universally complementary aesthetic.

Fenty Beauty, renowned for inclusivity, primarily competes in the makeup domain. While
acknowledging Fenty Beauty's commendable efforts in catering to diverse skin tones, Rhode
Skin strategically positions its Glazing Aloe Sunscreen as a standout option. With its clear
formulation designed to complement every skin tone, Rhode Skin asserts its unique selling
proposition—offering a glowy and glass-like finish, a distinctive characteristic not emphasized in
Fenty Beauty's sunscreen range.

Rhode Skin conducts a nuanced analysis, recognizing the strengths, weaknesses, opportunities,
and threats inherent in the competitive landscape. The brand leverages this understanding to
differentiate itself through a clear product proposition, celebrity endorsement, and a dedicated
commitment to consumer trends. As Rhode Skin embarks on its skincare venture, it sets the stage
not just for entry but for prominence and resonance in the skincare market.

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5P’s Strategy
Product:
● Rhode Skin’s Glazing Aloe Sunscreen

Price:
● Reinforces its commitment to accessibility
● Priced affordably at $18 for a 1.7 oz container
● Ensures that quality skincare is within reach for a majority of consumers, making
premium products a part of their daily routine
● The pricing extends to other products in the lineup, encouraging consumers to
experience a full skincare routine at a reasonable cost
○ Attractively priced lip tint sent at $64
○ Comprehensive skincare kits at $95
Promotion:
● Leveraging the influence of beauty influencers like Monet, Rocio Roses, and Lex
Wolf
● Engaging social media campaigns across platforms like Instagram, Facebook, and
Twitter capture the audience’s attention
○ While educational content in the form of blog posts, videos, and
infographics emphasizes the importance of sunscreen and the unique
benefits of Rhode Skin’s formulation
● Exclusive launch events, whether virtual or in-person, offer consumers a firsthand
experience of the product, fostering a deeper connection with the brand
Placement:
● Rhode Skin optimizes its placement strategy by establishing a strong online
presence through a user-friendly website, www.rhodeskin.com
○ This platform serves as the primary sales channel, allowing consumers to
browse the product range, learn about the brand, and make purchases
efficiently
● Strategic partnerships with reputable retailers like Sephora and Ulta Beauty
further enhance the brand's reach, making the Glazing Aloe Sunscreen readily
available to a diverse audience

Partnership:
In summary, Rhode Skin's optimization of the 5 P's strategy positions the Glazing Aloe
Sunscreen as a premium yet accessible product in the skincare market. The brand's emphasis on
widespread availability, competitive pricing, and robust customer engagement sets the stage for
long-term success and growth.
Rhode Skin's Glazing Aloe Sunscreen encompasses the 5 P's strategy creating a well-rounded
approach to address consumer needs and preferences. The brand's commitment to inclusivity,

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diversity, and responsiveness to consumer challenges positions it as a formidable player in the
skincare industry. As the brand optimizes its strategy, including influencer collaborations, social
media campaigns, and a dedicated customer service approach, Rhode Skin stands poised for
long-term success and growth in the competitive skincare market.

Ethics and Corporate Social Responsibility

The ethical and sustainable practices of Rhode Skin align seamlessly with the growing demand
for clean and environmentally responsible beauty products. This commitment appeals to the
increasing number of eco-conscious consumers, establishing the brand as socially responsible.
Moreover, offering premium skincare at affordable prices under $30 broadens Rhode Skin's
appeal, making quality skincare accessible to a diverse audience, including budget-conscious
consumers. The diverse product range initially focused on sunscreen but included lip tints and
treatments to enhance the brand's potential to increase customer lifetime value. A strong online
presence through a user-friendly website contributes significantly to online visibility and
consumer engagement.

Sustainability and eco-friendliness have become paramount considerations for consumers in their
purchasing decisions. Rhode Skin demonstrates a genuine commitment to environmental
responsibility through its packaging and use of post-consumer recycled (PCR) materials. In a
world where consumers are increasingly conscious of their environmental impact, the brand's
dedication to sustainability resonates with those seeking products that not only care for their skin
but also contribute positively to the planet.

Lastly, the demand for versatile and multifunctional products aligns with the modern consumer's
busy lifestyle. Rhode Skin's Glazing Aloe Sunscreen goes beyond traditional sun protection; it
offers a glowy and moisturized look, serving as a dual-purpose skincare enhancer. This caters to
consumers looking for products that streamline their skincare routines, providing convenience
without compromising on effectiveness. Rhode Skin strategically positions its Glazing Aloe
Sunscreen by not only addressing but actively embracing key consumer behaviors and trends. By
aligning with the values and preferences of the contemporary skincare consumer, the brand
ensures that its product not only protects but resonates with a diverse and discerning audience.

Rhode Skin distinguishes itself not only through its innovative products but also through a robust
commitment to ethics and corporate social responsibility (CSR). The brand's dedication to ethical
practices is evident in its meticulous product formulation, utilizing ethically sourced,
cruelty-free, vegan, and gluten-free ingredients. Beyond the formulation, Rhode Skin prioritizes
transparency in its communication with consumers, providing detailed information about product
ingredients, sourcing practices, and manufacturing processes. This commitment to authenticity
fosters trust and confidence among consumers, assuring them of the brand's unwavering
dedication to quality and ethical standards.

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In addition to its ethical product approach, Rhode Skin actively engages in philanthropy and
social initiatives through the Rhode Futures Foundation. This foundation channels a minimum of
1% of the brand's sales to support women and their families, partnering with organizations such
as Accion Opportunity Fund, Black Mamas Matter Alliance, and the LIFT Family Goal Fund.
By investing in these partnerships, Rhode Skin contributes to meaningful societal changes and
actively participates in community betterment.

Recognizing the critical importance of sustainability, Rhode Skin implements zero-waste

packaging and utilizes post-consumer recycled (PCR) materials for its product packaging. The
brand goes a step further by offering a recycling program, allowing customers to recycle empty
products easily and reinforcing its commitment to environmental responsibility.

Rhode Skin's commitment to diversity and inclusion extends beyond its product range, actively
promoting representation for all women, irrespective of gender identity or ethnicity. This
inclusive ethos is woven into the brand's fabric, fostering a sense of belonging and acceptance
within its consumer base.

Moreover, Rhode Skin prioritizes the well-being of its employees, ensuring fair wages, safe
working conditions, and opportunities for growth and development. By placing a strong
emphasis on employee satisfaction and welfare, the brand exemplifies responsible and caring
human resource practices. Community engagement and education are integral components of
Rhode Skin's CSR initiatives. The brand actively shares knowledge about skincare, sun
protection, and responsible consumer choices, contributing to a more aware and educated
society.

Rhode Skin's ethical principles and CSR initiatives transcend conventional business practices,
making a positive impact on both society and the environment. As the brand pioneers a new era
in sun care, it not only illuminates lives through its products but also empowers futures by
fostering a brand image that is socially responsible and environmentally conscious. Rhode Skin
invites consumers to join in realizing this sun-kissed dream, creating a brighter and more
sustainable future together.

Marketing Objectives
The launch of Rhode Skin’s Glazing Aloe Sunscreen presents a unique opportunity for revenue
growth and market expansion. After reviewing our competitors' products and what they have
been able to achieve, we feel that these goals are both attainable and challenging and will push
our product to thrive in the market among Supergoop, Rare Beauty, and Fenty Beauty’s
successful sunscreens. To ensure a successful introduction to the market, we have devised a
comprehensive strategy consisting of three key objectives: revenue growth, online visibility and
engagement, and retail expansion with varying timeframes from within the first 6 months of our
launch up until 18 months of our product being on the market.

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Within the first 6 months of Rhode’s Glazing Aloe Sunscreen launch, we hope to achieve our
online and visibility engagement objective of generating 50,000 website visits and 5,000
newsletter sign-ups. To ensure we have achieved this goal, we will be measuring progress by
monitoring website analytics and newsletter sign-up metrics.

It is our goal that within the first 12 months of our product launch, we will achieve our revenue
growth objective of generating $1.5 million in revenue from Rhode’s Glazing Aloe Sunscreen.
We will measure this by closely tracking monthly sales and figures during the first twelve
months of our product launch to track our progress toward the $1.5 million target.

Currently, all of our sales operations are done through our website, https://www.rhodeskin.com/;
within the first 18 months after our product launch, we hope to achieve our retail expansion
objective. Our goal is to secure distribution in at least 10 major retail stores, such as Sephora,
Ulta, or Nordstrom. This will expand the reach of our brand as well as make our product more
accessible to our target audiences. We will be monitoring this objective by tracking the number
of retail partnerships established and the progress of expansion in key stores.

Research
Trends
Consumer behaviors and trends play a pivotal role in shaping the success of skincare products in
a rapidly evolving market. Rhode Skin's Glazing Aloe Sunscreen strategically aligns with several
prevalent consumer trends, demonstrating a keen understanding of the dynamic preferences of
the contemporary skincare audience.

One of the paramount trends that Rhode Skin taps into is the heightened health consciousness
among consumers. In an era where individuals are increasingly aware of the detrimental effects
of UV radiation on their skin, there is a growing demand for sunscreens that not only offer
protection but also nourish and enhance skin health. The Glazing Aloe Sunscreen caters precisely
to this demand with its emphasis on efficacious and science-backed formulations. By providing a
balance between robust sun protection and nourishing skincare benefits, Rhode Skin addresses
the holistic skincare approach that is gaining prominence.

Furthermore, the brand astutely recognizes the consumer shift towards natural and clean beauty
products. In response to this trend, the Glazing Aloe Sunscreen is formulated with
science-backed natural ingredients like Aloe and other research-backed components. This
emphasis on simplicity and quality resonates with consumers who prioritize clean, ethical, and
effective skincare options. Rhode Skin positions itself as a brand that embraces the natural
beauty movement, offering products that are both safe and effective.

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The influence of social media and celebrities in shaping consumer choices is another critical
aspect that Rhode Skin strategically leverages. Particularly targeting younger demographics, the
brand's association with Hailey Bieber and the aspiration to achieve her "glaze" skin significantly
influence purchasing decisions within this segment. Social media promotions and endorsements
play a vital role in reaching out to consumers, allowing Rhode Skin to effectively convey the
benefits of its Glazing Aloe Sunscreen. This approach taps into the power of influencers to
amplify brand messaging and connect with a wider audience.

Our Research
For the launch of Rhode Skin’s Glazing Aloe Sunscreen, we conducted a comprehensive research
initiative to enhance its understanding of consumer preferences and pain points in the sunscreen
market. We segmented it into three key areas: Consumer preferences and pain points, target
audience identification, skincare trends, and influencer impact.

The company employed an online survey to gather quantitative data in the first research phase,
focusing on Consumer Preferences and Pain Points. The findings revealed that 75% of
respondents used sunscreen daily or several times a week, emphasizing the importance of sun
protection. The majority valued a lightweight, non-greasy texture in sunscreen, and an
overwhelming 82% expressed interest in a product offering a lightweight, glowy finish.
Collectively gathering this information, RHODE decided to prioritize these attributes in its
product development. The impact on strategies was profound. Product development efforts were
concentrated on creating a sunscreen that aligns with consumer desires for daily use,
emphasizing a non-greasy texture and glowy finish. Marketing strategies were adjusted
accordingly, highlighting these key features to attract consumers who value lightweight and
radiant sun protection.

Moving on to the second research initiative, Target Audience Identification, RHODE sought to
understand potential demographics and market segments. The online survey yielded valuable
insights, with 45% of respondents falling into the 18-34 age group, indicating a strong presence
among younger consumers. A majority identified as female (65%), and 38% had children,
suggesting potential interest among parents. Additionally, 60% expressed concerns about
environmental sustainability, and 75% frequently purchased skincare products online. With this
demographic information, RHODE tailored marketing messages and product benefits to resonate
with younger adults, females, parents, and environmentally-conscious consumers.

The final research phase, Skincare Trends and Influencer Impact delved into the influence of
trends and celebrities/influencers. The findings demonstrated a significant impact, with 68% of
respondents regularly following skincare trends and influencer recommendations. Furthermore,
45% acknowledged the influence of celebrity or influencer endorsements on their skincare

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choices and 62% prioritized products recommended by these figures. RHODE incorporated these
insights into its marketing strategies, leveraging influencer partnerships and endorsements to
enhance the brand's appeal. Hailey Beiber is also a notable influencer, which will help promote
the product line.

Market Share
The United States of America generated the highest annual revenue in the Sun Protection market
during the 2023 season, coming in at around $1.8 billion (Statista). In a year that saw massive
heat waves across the nation, it is no surprise that the US is leading the way in this market. In
fact, Statista is projecting a 2.13% increase in the market year-over-year. The eco-friendliness of
our new product, coupled with our team of well-renowned industry professionals, positions us in
a solid position to enter the market.

As a result, our team predicts a $1.5 million revenue in Year 1 with a $300,000 increase from the
year before over the next two years ($1.8M in Year 2 and $2.1M in Year 3). These calculations
are based upon a national increase within the market that we believe the new glazing aloe
sunscreen will be able to surpass. Post-launch, our team is confident that the organic, dewy
sunscreen will be a hit with everyday Americans and LA celebrities. We expect to keep that
steam going as we utilize money from “early-days” sales to generate more eyes on the product.
Taking into account our team’s projections and the expected 2% national increase in the market,
our market share (revenue/total market revenue) during the first three years of launch will stand
as follows:

Year 1 GAS Revenue: $1,500,000 Market Revenue: $1,980,000,000 Market Share: 0.076%
Year 2 GAS Revenue: $1,800,000 Market Revenue: $2,020,000,000 Market Share: 0.089%
Year 3 GAS Revenue: $2,100,000 Market Revenue: $2,060,000,000 Market Share: 0.102%

Pricing Strategy
At Rhode, we focus on providing premium products at an affordable cost. As such, our new
sunscreen will be a mainstream product as a 1.7 oz container for $18. Rhode is a popular and
mainstream brand that utilizes premium ingredients, specialized formulations, and advanced
skin-care technologies to ensure that our sunscreen is a product for many, not just a few people.
In comparison to other similar products, such as Sun Bum face sunscreen and lotion, priced
around $12-20 for the same volume, Supergoop!’s unseen sunscreen, priced $48 for 73.9 mL,
and Paula’s Choice Skincare’s hydrating fluid sunscreen, which is $13 for 0.5 fl. Oz., our
sunscreen holds a competitive advantage in comparison to many of our competitors due to the
price of our product, which is more affordable and better in value compared to many similar
sunscreens with similar ingredients, the unique and safe for all types of skin ingredients of our
sunscreen, which not only provides sun protection but also hydrates and smoothes the skin, and
the eco-friendly aspect of our packaging.

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Determining the cost of goods for our sunscreen requires extensive research on the materials
used, the production and formulation process, packaging, and distribution. Since our sunscreen
uses premium organic and natural ingredients that are sustainably sourced, we estimate the cost
of raw materials to be around $2-$4 per oz. Our eco-friendly and sustainable packaging materials
and manufacturing process will also be more expensive compared to regular packaging, which is
estimated to be around $1-$2 per unit. Additionally, the manufacturing overhead costs of our
sunscreen, which includes direct labor use, are estimated to be roughly $3 per unit, and lastly,
distribution costs of shipping are approximately $2. The final estimate of the cost of the
sunscreen itself— raw materials plus packaging— is estimated to be around $3-$6, but the cost
of goods for our sunscreen that incorporates every aspect of costs directly related to each unit of
the product is around $8-$11. However, this is a rough estimate.

Our sales and revenue goal is to generate $1.5 million in revenue from the sunscreen alone
within the first 12 months of our product’s launch. To achieve this goal, we will need to sell at
least 83,334 units. To break even, we would need to sell around $50,000 units, which is
calculated by dividing a rough estimate of our fixed cost, which is $500,000 and includes
employee salaries of $250,000, rent for office space of $100,000, marketing budget of $100,000,
research and development of $50,000, utilities and overheads of $50,000, insurance of $25,000,
and miscellaneous costs of $25,000, by the contribution margin per unit— the selling price
minus the variable cost— which is roughly $8. Our break-even number would vary depending on
the scale of production and other factors, but this is a rough estimate of how many we would
need to sell in order to reach the point where profits are equal to the costs.

Channel Strategy
Rhode Skin has strategically positioned itself in the skincare market by implementing a
multi-channel distribution strategy with a primary focus on direct online sales. The company's
official website, www.rhodeskin.com, serves as the central hub for online purchases, offering a
user-friendly interface for consumers to explore products and make direct transactions. In
addition to the official website, Rhode Skin capitalizes on popular e-commerce platforms like
Amazon and eBay to broaden its online presence, tapping into a larger customer base and
ensuring efficient order processing.

To enhance customer retention and establish a steady revenue stream, Rhode Skin has introduced
a subscription-based model, allowing customers to sign up for recurring deliveries of their
popular Glazing Aloe Sunscreen. This approach aligns with consumer preferences identified
through research, emphasizing lightweight and glowy attributes in product development and
marketing. Beyond online sales, Rhode Skin is strategically venturing into retail partnerships.
The company aims to secure distribution in major retail stores, including well-known beauty
retailers like Sephora, Ulta, and Nordstrom. These collaborations provide Rhode Skin with a

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physical presence in high-traffic locations, increasing brand visibility. The company also
collaborates with boutique retailers and local beauty stores to reach diverse customer bases and
offer localized shopping experiences.

Efficient logistics management is crucial for successful multi-channel distribution. Rhode Skin
emphasizes inventory management using software to monitor stock levels, forecast demand, and
prevent stockouts or overstock situations. Streamlined order fulfillment processes, warehousing
considerations, and reliable shipping partnerships ensure timely and cost-effective product
distribution. Additionally, the company recognizes the importance of clear returns policies and
responsive customer service to enhance the overall customer experience.

Key partnerships play a significant role in executing this distribution strategy effectively.
Collaborating closely with major retailers requires strong partnerships and ongoing
communication to ensure optimal product placement and promotion. Rhode Skin also considers
partnerships with logistics and fulfillment providers for efficient warehousing, order fulfillment,
and shipping logistics.

In terms of selling and sales management, Rhode Skin strategically partners with Sephora,
implementing a comprehensive strategy for in-store retail partnerships. This includes sales team
training, visual merchandising collaboration, a compelling sales pitch, promotions, and discounts
to attract customers. The company sets sales targets, tracks performance using point-of-sale data,
and manages inventory levels based on sales trends and upcoming promotions. Feedback
collection from sales representatives and customers informs ongoing adaptations and
optimizations to enhance the in-store customer experience.

Rhode Skin further distinguishes itself through its commitment to environmental sustainability.
Embracing a zero-waste approach, the company collaborates with eco-friendly packaging
suppliers, prioritizing recyclability and exploring innovative solutions like reusable containers.
The use of post-consumer recycled materials and a recycling program incentivize customers to
contribute to a circular economy. Rhode Skin also evaluates its supply chain for reduced carbon
footprint and allocates funds through the Rhode Futures Foundation to support environmental
initiatives, fostering transparent communication and educational content to empower consumers
in making sustainable choices. Overall, Rhode Skin's comprehensive approach integrates
consumer preferences, strategic partnerships, efficient logistics, and environmental
consciousness, positioning the brand for success in the competitive skincare market.

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