Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
DoshaCare: Company grows its Ayurveda-based product portfolio with introduction of SPF 28 sunscreen ($29 for 50 ml) to its Sakala range, reminding consumers that "sun protection is a year-round proposition." According to recent release, product contains micronized zinc oxide for broad-spectrum ultraviolet protection; neem, macadamia nut oil and aloe vera to prevent damage due to direct sun exposure; and micro-sponges to absorb oil throughout the day. The sunscreen joins lineup comprising Exfoliant, "pore-purifying" Ama Release Tonic, Hydrating Eye and Neck Balm and Environmental Shield. Sakala blends enjoy attributes from DoshaCare's three customized lines - Vata, for dehydrated/dry skin, Pitta, for normal/sensitive skin, and Kapha, for oily/congested skin - in "euphoric harmony," targeted to all skin types. Torrance, Calif., manufacturer says 98% of ingredients used in its products are botanical-derived, and "most are organic." Ancient Indian healing system of Ayurveda serves as the basis for a popular subsection of the natural/organic personal-care market (1"The Rose Sheet" June 9, 2008). Estee Lauder's investment in Ayurvedic brand Forest Essentials broadened its presence in India (2"The Rose Sheet" Aug. 4, 2008)