Country : Australia
Assignment Task -                 
 

Section 1: Brand overview: 

REN Skincare a modern skincare brand founded by Rob Calcraft and Anthony Buck in 2000 based out of East London (Calcraft & Buck, 2020). REN Clean Skincare pioneered into a never seen before ‘clean’ skincare market. REN Clean Skincare has the vision to create a skincare brand that was not only free of any synthetic ingredients but something that caters to all skin types. REN Clean Skincare takes pride in its environmentally conscious values and beliefs.

 

Section 2: Problem recognition decision-making analysis: (600 words) 

 

Angelique, twenty-two-years-old currently residing in a share house within a coastal town along Australia’s east coast is Ren Skincare’s ideal consumer. Angelique works part-time for a national Australian retail chain, whilst also studying a Psychology major part-time. Angelique enjoys spending her weekends socializing with her close group of friends at trendy cocktail bars while always making time for beach walks and afternoon ocean swims. Naturally, Angelique lives an active, social yet relaxed lifestyle, however having recently come out of a two-year long relationship, Angelique is determined to reinvent herself by adopting a clean and healthy mentality. Between classes and work, Angelique makes a conscious effort to attend the local gym in preparation for the coming summer holidays and is slowly trying to rekindle old friendships she lost over the past two years.

 

Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs (1943) suggests the psychological need for self-esteem is a huge contributing factor in terms of one’s intrinsic motivation. Maslow’s Hierarchy of Needs identifies the ways in which humans intrinsically behave in terms of self-motivation. The crux of the theory revolves around five sets of basic needs arranged in a hierarchy, each relative to the other (Maslow, 1943). The five basic needs: physiological, safety, love and belonging, esteem, and self-actualization, each of which must be satisfied in order to progress to the subsequent stage. In terms of Ren Skincare, the ideal consumer Angelique focuses on the top two tiers; self-esteem and self-actualization.

Having grown up along the coast her entire life naturally, Angelique is supportive of anything that helps the environment, thus the appeal of a clean, all-natural skincare product(s) is the ideal addition for Angelique’s current daily skincare routine leaving her with a feeling an increased sense of self-esteem. The need for self-actualization sees Angelique with the desire to become the person she is capable of becoming (Baumeister, 1987). With an established connection with the ocean, this desire is met through REN’s push to become 100% vegan and to produce zero waste by 2021. The feeling of supporting an organization with like-minded ideals is for Angelique what makes her feel a strong sense of self-actualization.

 

Section 3: Information search/evaluation of alternative decision-making analysis: (600 words)

Section 4: Purchase behavior/post-purchase behavior analysis: (600 words)

Section 5: Sustainability/Corporate social responsibility analysis: (600 words)

Section 6: Marketing Strategy Recommendations: (600 words)

 


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