DANIELLE MATÍ”, Innovación y Comercialización de Cosméticos de uso íntimo en el E-Commerce

Abstract

DANIELLE MATÍ is an innovative venture in the field of intimate cosmetics and personal care, designed to serve an underserved segment of the market with specialized products. designed to serve an underserved segment of the market with specialized products that combine sustainability, quality and that combine sustainability, quality and convenience through e-commerce. The brand focuses The brand focuses on the sale of products designed to improve well-being and personal hygiene, standing out for its formulation with natural ingredients and its formulation with natural ingredients and biodegradable packaging. At the same time, it complements its imported from China, which expands the diversity of the portfolio and allows for an effective diversification strategy. diversification strategy. The sales strategy is based exclusively on digital platforms platforms, taking advantage of the 10% annual growth in e-commerce in Colombia, an ideal channel for capturing the growing demand for ideal channel for capturing the growing demand for intimate cosmetic products. The global market for personal care and intimate products is projected to reach USD 74.6 billion by 2025 74.6 billion by 2025, growing at a compound annual growth rate (CAGR) of 5.2%. In Colombia, this segment segment has experienced a 12% annual increase, driven mainly by online sales. online. This context positions DANIELLE MATÍ as a viable proposition, especially when considering consumer trends towards sustainable products. considering consumer trends toward sustainable and high-quality products. In addition, the target consumer of the target consumer, 75% of whom are women between the ages of 25 and 45, supports the demand projections, as this segment is demand projections, as this segment is looking for innovative and natural solutions that combine functionality and environmental that combine functionality and environmental responsibility. DANIELLE MATÍ's competitive advantages include its specialization in intimate cosmetic products, a robust focus on intimate products, a robust focus on e-commerce and sustainability at its core. The brand brand also stands out for its ability to address specific consumer needs with a diversified line that includes high-end diversified line that includes high-end products. The initial investment includes $30.7 million in digital marketing campaigns spread over the first year, along with $5 million for the purchase and importation of products to purchase and import products from China. Operating expenses are projected at $30 million for the first year, reflecting a conservative strategy to ensure the sustainability of the early-stage business. the business in its early stages. In terms of sales and profitability projections, monthly growth is estimated at 5% for the first six months, followed by a 5% growth rate in the second half of the year. growth of 5% per month for the first six months, followed by seasonally adjusted increases of 10%, reflecting a conservative strategy to ensure the sustainability of the business in its early stages. seasonally adjusted increases. Sales peaks are expected in the months of December and February, with increases of up to 40% thanks to specific holiday campaigns. 40% thanks to specific campaigns for holidays such as Christmas and Valentine's Day. With a well-defined With a well-defined strategy to optimize inventories and take advantage of high-demand cycles, cash flow will be carefully managed by adjusting will be carefully managed through adjustments in operating expenses and the use of an available $20 million credit line. line of credit of $20 million. This approach ensures the ability to respond to market needs without compromising financial stability. market needs without compromising financial stability