SIP Raw Data:

Industry Overview

Basic Overview of the Industry

The cosmetics and personal care industry encompasses a broad range of
products designed for skin care, hair care, oral care, cosmetics, fragrances, and
other grooming essentials. This industry is characterized by rapid innovation,
intense competition, and a strong focus on branding and consumer trends.
Market Segments
1. Skin Care: Products like moisturizers, creams, lotions, and serums aimed
at improving skin health and appearance.
2. Hair Care: Shampoos, conditioners, hair oils, and styling products.
3. Oral Care: Toothpaste, mouthwash, and other dental hygiene products.
4. Makeup: Foundations, lipsticks, eye shadows, mascaras, and other color
cosmetics.
5. Fragrances: Perfumes, colognes, and body sprays.
6. Personal Hygiene: Deodorants, soaps, and body washes.
Market Dynamics
 Consumer Demand: Driven by increasing beauty consciousness, rising
disposable incomes, and the influence of social media and celebrity
endorsements.
 Innovation: Companies invest heavily in research and development to
introduce new and improved products, such as organic and natural
formulations, multifunctional products, and products catering to specific
skin types and conditions.
 Sustainability: Growing awareness about environmental sustainability is
pushing brands to adopt eco-friendly packaging, cruelty-free testing, and
organic ingredients.
  E-commerce Growth: The rise of online shopping platforms has
significantly boosted sales, providing consumers with easy access to a
wide range of products and brands.

• Major players
 L'Oréal Paris: L'Oréal is a leading player in the Indian market, with
significant investments in research and development tailored to the local
market. They hold a substantial share of the Indian cosmetics market due
to their broad range of high-performing products and strong focus on hair
care innovation.
 MAC Cosmetics: MAC is popular among makeup professionals and
enthusiasts in India. Known for their wide range of colors and high-quality
products, MAC has a strong presence in the Indian market.
 Lotus Herbals: Lotus Herbals is a well-known brand in India,
recognized for its natural and herbal beauty products. They hold a notable
market share, especially among consumers looking for safe and chemical-
free products.
 Swiss Beauty: Swiss Beauty is an emerging player in the Indian market,
known for its affordable and trendy makeup products. They are gaining
popularity, particularly among younger consumers.
 Minimalist: Minimalist has quickly gained traction in the Indian
skincare market with its science-backed and transparent approach to
skincare. They have a growing market share, especially in the skincare
segment.
 Colorbar: Colorbar is a significant player in the Indian market, known
for its trendy and affordable cosmetics. They have a strong presence,
especially among younger consumers seeking innovative and cruelty-free
products.
 Maybelline: Maybelline has been consistently growing in India, known
for its on-trend makeup products at accessible prices. They hold a
significant share of the market, appealing to a wide range of consumers,
particularly millennials.
Industry analysis

Political Factors
1. Regulatory Environment: Renee Cosmetics must comply with
regulations related to cosmetics and beauty products, including safety
standards, labeling requirements, and import/export regulations.
2. Trade Policies: International trade policies and tariffs can affect the cost
of raw materials and finished products if the company imports or exports
goods.
3. Political Stability: Political stability in the markets where Renee
Cosmetics operates influences consumer confidence and spending power.
4. Government Support: Government incentives and support for the
beauty and cosmetics industry can aid in research, development, and
expansion.

Economic Factors
1. Economic Growth: Economic conditions in key markets impact
consumer purchasing power and spending on non-essential items like
cosmetics.
2. Exchange Rates: Fluctuations in exchange rates can affect the cost of
importing raw materials and exporting finished products.
3. Inflation Rates: High inflation can lead to increased costs for raw
materials, manufacturing, and distribution.
4. Consumer Spending: Changes in disposable income and consumer
confidence directly influence sales of cosmetics.

Social Factors
1. Consumer Preferences: Shifting consumer preferences towards natural,
organic, and cruelty-free products impact product development and
marketing strategies.
2. Demographics: Age, gender, and cultural trends affect demand for
different types of cosmetics and beauty products.
3. Lifestyle Changes: Trends towards wellness and self-care increase
demand for high-quality and innovative cosmetic products.
4. Brand Reputation: Social media and influencer endorsements play a
significant role in shaping brand reputation and consumer trust.

Technological Factors
1. Innovation: Advances in cosmetic science and technology can lead to the
development of new products and formulations.
2. E-commerce: Growth of online shopping platforms influences
distribution strategies and requires investment in digital marketing and
logistics.
3. R&D: Investment in research and development is crucial for creating
innovative products and staying ahead of competitors.
4. Digital Marketing: Effective use of social media, influencer partnerships,
and online advertising is essential for reaching target audiences.

Environmental Factors
1. Sustainability: Increasing consumer demand for environmentally
friendly products requires sustainable sourcing, packaging, and production
practices.
2. Regulations: Environmental regulations regarding the use of certain
chemicals and waste disposal practices impact manufacturing processes.
3. Climate Change: Climate change can affect the availability and cost of
natural ingredients used in cosmetics.
4. Corporate Social Responsibility: Companies are increasingly expected to
demonstrate a commitment to environmental sustainability and ethical
practices.

Legal Factors
1. Compliance: Adherence to international, national, and local laws related
to cosmetics, such as safety standards and consumer protection laws.
2. Intellectual Property: Protecting patents, trademarks, and copyrights is
essential to safeguard innovations and brand identity.
3. Advertising Regulations: Compliance with advertising standards to
avoid misleading claims and ensure transparent communication with
consumers.
4. Product Liability: Liability laws regarding product safety and potential
consumer harm require robust quality control and testing.

Swot Analysis:

Strengths
1. High Demand: Continuous consumer demand for
beauty and personal care products driven by a desire for
personal grooming, wellness, and self-expression.
2. Diverse Product Range: Wide variety of products
catering to different needs and preferences, including
skincare, haircare, makeup, fragrances, and more.
3. Brand Loyalty: Strong brand loyalty among consumers,
leading to repeat purchases and consistent revenue
streams.
4. Innovation: Constant innovation in product
formulations, packaging, and marketing strategies to
attract and retain customers.
5. Global Reach: Ability to reach a global market through
extensive distribution networks and e-commerce
platforms.
Weaknesses
1. High Competition: Intense competition from established
brands and new entrants, leading to price wars and
reduced profit margins.
2. Regulatory Challenges: Stringent regulations and
compliance requirements across different regions can
increase operational complexity and costs.
3. Dependence on Raw Materials: Reliance on specific raw
materials which can be subject to price volatility and
supply chain disruptions.
4. Environmental Impact: Environmental concerns related
to product packaging, waste, and the use of harmful
chemicals can affect brand reputation and sustainability
efforts.
5. Consumer Sensitivity: Products need to be suitable for a
wide range of skin types and sensitivities, requiring
extensive testing and quality control.

Opportunities
1. Growing Markets: Emerging markets with increasing
disposable incomes and growing middle-class populations
present significant growth opportunities.
2. Natural and Organic Products: Rising consumer
preference for natural, organic, and cruelty-free products
offers opportunities for product diversification and new
market segments.
3. Technological Advancements: Advances in technology,
such as AI, AR, and personalized beauty solutions, can
enhance customer experience and drive sales.
4. E-commerce Expansion: The growth of online shopping
provides opportunities to reach a broader audience and
implement innovative marketing strategies.
5. Sustainability Initiatives: Increasing focus on
sustainability and ethical practices can differentiate
brands and attract environmentally conscious consumers.

Threats
1. Economic Downturns: Economic recessions and
fluctuations in consumer spending can negatively impact
sales of non-essential beauty and personal care products.
2. Regulatory Changes: Changes in regulations and
standards can increase compliance costs and impact
product formulations and marketing strategies.
3. Supply Chain Disruptions: Disruptions in the supply
chain, such as those caused by geopolitical tensions or
natural disasters, can affect product availability and costs.
4.Counterfeit Products: The proliferation of counterfeit
products can harm brand reputation and result in loss of
revenue.
5.Changing Consumer Preferences: Rapid shifts in
consumer preferences and trends require constant
adaptation and innovation, posing a challenge for brands
to stay relevant.
Company Overview
History
History of RENEE Cosmetics
RENEE Cosmetics is an Indian beauty brand that has quickly established itself
in the competitive cosmetics market. The brand was founded with a clear vision
of redefining beauty standards in India by providing high-quality, cruelty-free,
and FDA-approved products. RENEE Cosmetics focuses on innovation,
inclusivity, and empowering women to embrace their bold and ambitious
personas.
From its inception, RENEE Cosmetics has aimed to create products that cater to
the diverse needs of modern women. The brand has continuously strived to
revolutionize the beauty industry with its unique and innovative offerings. One
of its most notable products is the **FAB 5 in 1 lipstick**, which provides five
different shades in a single stick, allowing for versatility and convenience.
Another pioneering product is the **Fab Face**, which encapsulates the
essence of eyes, cheeks, and lips in one compact.
RENEE Cosmetics draws inspiration from timeless beauty and adapts it to meet
the demands of contemporary women. The brand emphasizes that makeup is not
just about appearance but also a form of self-expression and empowerment.
This philosophy is embedded in their product development and marketing
strategies, ensuring that every product helps women feel confident and strong.
As part of its growth and expansion strategy, RENEE Cosmetics has been active
in both online and offline markets, making its products accessible to a wide
range of customers. The brand has launched several successful products,
including **See Me Shine lip glosses** and **Pointy End Sketch pen
eyeliner**, which have received positive reviews for their quality and
innovation.
In summary, RENEE Cosmetics is a brand that combines tradition with
modernity, aiming to set new standards in the beauty industry. Through its
commitment to quality, innovation, and empowerment, RENEE Cosmetics
continues to grow and make a significant impact in the world of beauty.

This detailed history highlights RENEE Cosmetics' journey from its founding to
its current status as a leading beauty brand in India, emphasizing its
commitment to quality, innovation, and the empowerment of women.
Vision
RENEE Cosmetics envisions a world where every woman feels empowered
to express her unique beauty and bold persona. The brand aspires to
redefine beauty standards by offering innovative, high-quality, and cruelty-
free products that cater to the diverse needs of modern women. RENEE
aims to inspire confidence and self-expression through its range of
cosmetics, allowing women to embrace their individuality and enhance
their natural beauty.
Mission
RENEE Cosmetics is dedicated to creating beauty products that go beyond
aesthetics, serving as tools of empowerment and self-expression for women.
The brand’s mission includes:
 Innovation: Continuously developing cutting-edge products that
combine quality, color, and class.
 Inclusivity: Catering to a diverse customer base with products
designed to meet various beauty needs and preferences.
 Empowerment: Encouraging women to feel confident and bold by
providing makeup that enhances their natural features and allows
them to reinvent themselves.
 Sustainability: Committing to cruelty-free practices and ensuring all
products are FDA-approved, prioritizing safety and ethical
standards.
 Customer-Centricity: Formulating products that resonate with the
modern woman’s lifestyle, ensuring every product is functional,
effective, and stylish.
Management
Ashutosh Valani, Priyank Shah and Aashka Goradia Goble are the
founders of RENÉE.
Products offered by RENEE
Falls down under 5 categories
Eyes Lips
RENEE Bold 4 4-IN-1
Kajal 0.4 Gm
RENEE Bloom Hour RENEE Hot Lips
Eyeshadow Palette, Clear Lip Gloss
15gm 4.5ml
RENEE Golden Hour Eye RENEE Stunner
Shadow, 7.2gm Matte Lipstick
RENEE Crush
RENEE Volumax Glossy Lipstick -
Mascara Fresca 4 Gm

1. RENEE Midnight Kohl Pencil 1

2.
Overview of Different Departments :
Influencer Marketing Team

The Influencer Marketing Team at RENEE Cosmetics is responsible for collaborating with social media
influencers and beauty bloggers to promote the brand’s products. This team:

 Identifies and partners with influencers who align with RENEE’s brand values.

 Develops and executes influencer campaigns to increase brand awareness and engagement.

 Tracks and analyzes the performance of influencer collaborations to optimize future

campaigns.

Designers

The Design Team at RENEE Cosmetics plays a crucial role in the visual and aesthetic appeal of the
brand. This team:

 Creates innovative packaging designs that reflect the brand’s identity and attract customers.

 Develops marketing materials, including product images, advertisements, and social media
graphics.

 Ensures consistency in branding across all visual content.

E-commerce Team

The E-commerce Team manages RENEE Cosmetics' online presence and ensures a seamless shopping
experience for customers. This team:

 Oversees the brand’s website and online store, including product listings and user
experience.

 Implements digital marketing strategies to drive traffic and sales through online channels.

 Analyzes e-commerce performance metrics to optimize sales and customer satisfaction.

Customer Support

The Customer Support Team is dedicated to providing excellent service and resolving customer
inquiries. This team:

 Handles customer questions, complaints, and feedback via phone, email, and social media.

 Provides information about products, orders, and shipping.

 Works to ensure a positive experience for every customer interaction.

New Product Development (NPD) Team

The NPD Team at RENEE Cosmetics focuses on innovation and the creation of new products. This
team:
  Conducts market research to identify trends and customer needs.

 Develops new product formulations and ensures they meet safety and quality standards.

 Collaborates with other departments to bring new products to market successfully.

Trade Manager

The Trade Manager oversees the distribution and sales of RENEE Cosmetics products through various
retail channels. This role includes:

 Managing relationships with retail partners and distributors.

 Developing and executing trade marketing strategies to enhance product visibility and sales.

 Monitoring sales performance and ensuring alignment with overall business goals.

Additional Departments

 Finance and Administration: Manages financial planning, budgeting, and compliance with
regulations.

 Human Resources: Oversees recruitment, employee relations, and organizational

development.

 Supply Chain and Logistics: Ensures efficient production, inventory management, and
distribution of products.

 Marketing and Communications: Develops and implements marketing strategies, manages

public relations, and oversees brand communication efforts.

 Quality Assurance: Ensures that all products meet the highest standards of quality and
safety.
PROJECT OVERVIEW
Introduction
As an E-Commerce Intern at RENEE Cosmetics, I was tasked with various responsibilities aimed at
improving the online presence, user experience, and sales performance of the company’s e-
commerce platform. This project overview outlines the key activities, objectives, methodologies, and
outcomes of my internship.

Objectives

Enhance User Experience: Improve the website’s user interface and user experience to make online
shopping seamless and enjoyable.

Boost Online Sales: Implement strategies to increase online sales and customer engagement.

Optimize Product Listings: Ensure product listings are optimized with high-quality images, detailed
descriptions, and SEO-friendly content.

Market Analysis: Conduct market research to understand customer behavior, preferences, and trends
in the beauty industry.

Digital Marketing: Assist in digital marketing campaigns, including social media, email marketing, and
PPC advertising.

Customer Service: Enhance customer service processes to improve customer satisfaction and
retention.

3. Methodologies

Website Audit and Redesign:

Conducted a thorough audit of the website to identify areas for improvement.

Worked with the web development team to implement design changes for better usability.

Improved navigation, loading speed, and mobile responsiveness.

Product Listing Optimization:

Updated product descriptions with SEO-friendly content to improve search engine rankings.

Ensured high-quality images and videos were used for product listings.

Created detailed, engaging product descriptions highlighting key features and benefits.

Digital Marketing Initiatives:

Assisted in planning and executing social media campaigns to increase brand visibility and
engagement.

Managed email marketing campaigns, including newsletter creation and distribution.

Analyzed performance metrics to measure the effectiveness of marketing efforts.

 Weekly Overview Of Internship Activity

Key Learnings and Achievements in May

Week 1:
 Website and Product Analysis ( About Renee )

 Website Reviewed: Evaluated the overall functionality and user experience of the RENEE
Cosmetics website.
 Found out USP Product: Identified the unique selling propositions of key products.
 Discovered Website Uniqueness: Highlighted what sets RENEE’s website apart from
competitors.
 Errors/Improvements/Suggestions: Identified areas for improvement and provided
actionable suggestions.
 Best Sellers Products: Analysed and listed the top-selling products.

 Brand and Operational Insights

 Brand Environment:

Workspace and Team Structure

 Diverse Workforce: The brand maintains a healthy gender ratio of 60% male to 40% female
employees. This diversity contributes to a balanced and inclusive work environment where
different perspectives and ideas are valued.
 Extensive Offline Presence: The brand boasts an impressive network of 1,000 offline stores
spread across India. These stores play a crucial role in the brand's outreach and customer
engagement, providing direct access to products and personalized services.
 Field Team Composition: On the field, a significant 80% of the workforce comprises Beauty
Advisors and the New Product Development (NPD) team. The Beauty Advisors are essential
in providing expert advice, helping customers choose the right products, and enhancing the
overall shopping experience. The NPD team focuses on innovating and developing new
products to keep the brand’s offerings fresh and aligned with market trends.
 Cultural Environment: The brand promotes Collaborative and teamwork If we talk about
workplace culture, brand believes in employee Empowerment where I have seen they do
regular meeting for target and task achieved and promotes team work.
 Customer centric approach : RENEE is focus on understanding and meeting customer needs ,
they takes feedback from Beauty advisors and customer regularly and used to improve
products and services .
  Overview of Warehouse Management System [WMS] :

 I gained valuable insights into the operations of Unicommerce and its warehouse
management system. I learned about how Unicommerce works and the inventory
management processes involved, including specific knowledge about LIFA and FIFA.
 Unicommerce Overview:
 Unicommerce is a comprehensive e-commerce logistics and warehouse management
platform designed to streamline inventory management, order fulfillment, and supply chain
operations. It integrates with multiple sales channels, providing a unified solution for
managing online and offline inventory.
 Gain Insights about Inventory Management , Order Management, warehouse Management and
the most used an inventory management method which is
 LIFA:  LIFA is an inventory management method where the most recently received items are
the first to be dispatched or used. Helps in managing inventory costs effectively, particularly in
industries with frequent price reductions.

 FIFA :
 FIFA is an inventory management method where the oldest inventory items are the first to be
dispatched or used.
 Reduces the risk of obsolescence and wastage by ensuring that older inventory is utilized before
newer stock.

 Overview of Trade Channels:

gained insights about Genral trade , Modern trade and Treasury trade.
General Trade : it involves traditional retail formats, including small, independent stores,
local shops, and local pharmacies which typically characterised by personalized service and a
focus on local markets. These stores have smaller inventories and cater to specific
geographic areas.
Modern trade : refers to organized retail formats like supermarkets, hypermarkets, chain
stores, and large retail chains which includes a wide range of products with standardized
shopping experiences across multiple locations. Typically involves large-scale operations and
advanced inventory management systems.
Treasury Trade:
typically involves managing the financial aspects of trade channels, including cash flow, risk
management, and financial planning related to distribution and sales which characterised by
financial strategies to optimize working capital, manage trade credit, and handle
transactions across trade channels.
  Beauty Advisor:

Gained understanding of the role and impact of beauty advisors.

 E-commerce Awareness:

Enhanced understanding of e-commerce operations and strategies.

 Delivery Insights:

Acquired knowledge about DRR, SKU units, delivery partners, and OR models.

1. Delivery Risk Reduction (DRR)

 DRR refers to strategies and measures implemented to minimize risks associated with the
delivery process. This includes ensuring timely deliveries, reducing damage to products, and
managing logistical challenges. Effective DRR involves optimizing routes, using reliable
packaging materials, and establishing robust tracking systems to ensure products reach
customers in good condition and on time.

2. SKU Units

 SKU (Stock Keeping Unit) units are unique identifiers assigned to each distinct product in
inventory. They help in tracking inventory levels, managing stock, and processing orders.

 Application: Accurate SKU management is essential for inventory control, allowing businesses to
monitor stock levels, reorder products efficiently, and manage product variations.

3. EAN :
 An EAN number is a 13-digit barcode used to identify products at the point of sale and
throughout the supply chain. It provides a unique identifier for each product, facilitating
accurate and efficient tracking.
 Country Code: The first 3 digits represent the country or region where the product is
registered.
 Manufacturer Code: The next set of digits identifies the manufacturer or brand.
 Product Code: Following the manufacturer code, this section identifies the specific product.
 Check Digit: The final digit is a check digit used to verify the accuracy of the barcode through
a mathematical formula.

4. Delivery Partners
Renne has 4 Delivery partners which are Smartr Logistics , Delhivery Direct express,
Xpressbees, blue dart are third-party logistics providers or courier services that handle the
transportation of goods from warehouses to customers.
 5. OR Model:

OR (Order) models refer to different approaches and strategies used to manage and fulfill
orders. This includes various methods of order processing and fulfillment, such as batch
processing, real-time processing, and automated fulfillment.

6. Product Listing
Shopify Platform Overview

Shopify is an e-commerce platform that allows businesses to create and manage online stores. It
provides tools for product listing, inventory management, and order processing.

Metafields

Metafields are custom fields in Shopify that allow you to store additional information about
products, collections, orders, and other store entities. They enable you to add more specific details
that go beyond the default fields provided by Shopify.

Product Listing Process:

Product Listing involves adding and organizing products in your Shopify store

Product Listing involves adding and organizing products in your Shopify store. Here’s a step-
by-step process:

 Adding Products:
1. Access Admin Panel: Log in to your Shopify admin panel.
2. Navigate to Products: Go to the “Products” section.
3. Add Product: Click on “Add product” to create a new product listing.
4. Enter Product Details: Fill in essential details such as product title, description,
images, and price.

 Product Variants:
 o Variants are different versions of a product, such as size, color, or material.
o Adding Variants: In the product details page, use the “Variants” section to add
options and values (e.g., S, M, L for size; Red, Blue, Green for color).
o Managing Variants: Each variant can have its own SKU, price, and inventory level.

 Product Type:

o Definition: Product type categorizes products into different groups or categories

(e.g., skincare, makeup).
o Adding Product Type: Specify the product type when creating or editing a product to
help with organization and filtering.

 Color Family:

o Definition: The color family represents the color category of a product.

o Adding Color Family: Include color options in the product variants or metafields to
help customers find products by color.

4. Navigation and Organization

 Product Organization:
o Categories: Organize products into collections or categories to make them easier to
find.
o Tags: Use tags to further categorize and filter products within collections.
 Navigation Setup:
o Menu Creation: Create and manage navigation menus from the Shopify admin to
help customers easily navigate through product categories and collections.
o Linking Collections: Link product collections to navigation menus to enhance user
experience and site usability.