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AMIRTHA GANDHI

PRICING 

  • Positioned as a premium yet accessible product line.

  • $20 - $60 based on formulation complexity and packaging size.

  • Prices align with competitors like Alo Glow System ($25-$60).

PROMOTION

  • Leverage Nike’s strong social media presence across Instagram, TikTok, and Facebook.

  • Partnering with fitness influencers and professional athletes for authentic endorsements.

  • Retail & Online Strategy:

    • Available via Nike’s e-commerce platform and select flagship stores.

    • Partnerships with wellness-focused retailers for wider distribution.

    • Exclusive launch offers and limited-edition collaborations to drive initial sales.

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PRODUCT LINE

  • Shower Gel & Face Wash: Deep cleansing and hydration to refresh post-workout.

  • Shampoo & Conditioner: Sweat-resistant formulas to maintain scalp health.

  • Formulation: Performance-driven, dermatologically tested, and environmentally friendly ingredients.

  • Packaging: Sleek, minimal, and recyclable—echoing Nike’s modern aesthetics.

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TARGET AUDIENCE

DEMOGRAPHICS

  • 15 - 40 years old 

  • Moderate to high-income individuals 

  • Men and women

PSYCOGRAPHICS

  • Fitness enthusiasts

  • Skincare-conscious consumers

  • Sustainability-driven buyers

BEHAVIORAL TRAITS

  • High brand loyalty

  • Frequent purchasers 

  • Interest in innovative skincare solutions.

MARKET ANALYSIS

Nike’s expansion into the bath market  is a strategic move backed by market growth, evolving consumer needs, and the brand’s existing strengths.

  • Skincare market: $110B (2023) → $195B (2030), 8.1% CAGR.

  • Bath & shower market: $47B (2023) → $65B (2030), driven by functional skincare.

  • Rising demand for performance-driven, clean, & sustainable skincare.

  • Male grooming & gender-neutral skincare growing at 6.4% CAGR, fueling active lifestyle products.

Growth of the global personal care market.

  • 74% of Gen Z & Millennials exercise weekly, driving demand for sweat-proof skincare.

  • 68% prefer clean, non-toxic skincare, creating space for Nike to innovate.

  • 63% prioritize sustainability, paying more for eco-friendly products.

  • 72% rely on social media & influencers for skincare purchases.

Consumer trends and changing preferences.

  • No sportswear brand dominates performance skincare, creating a gap for Nike to fill.

  • Nike can focus on functional recovery while competitors focus on fragrance, wellness, or affordability.

  • Gender-neutral, athlete-approved skincare makes Nike different from traditional men’s or luxury skincare brands.

White space opportunity.

  • Nike’s brand value: $37.4B (2023), with strong consumer loyalty.

  • Leader in athletic innovation & high-performance recovery.

  • Global reach: 1,000+ stores & $18.7B in DTC sales (2023).

  • Trusted in fitness & self-improvement, making bath & body a natural fit.

Brand strength and competitive advantage.

NIKE x BATH

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CONCEPT

Nike is a global leader in sportswear and footwear, but how can it expand beyond apparel to enhance the athlete's lifestyle holistically? This project explores a strategic brand extension into bath and body care, aligning with Nike's ethos of performance, innovation, and recovery. 

 

Nike x Bath introduces a high-performance skincare range designed for active individuals. The collection includes shower gel, face wash, shampoo, and conditioner formulated to support athletic lifestyles. This extension capitalizes on the growing demand for wellness-focused personal care products, offering solutions for pre- and post-workout recovery.

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PERCEPTUAL MAP

Nike’s expansion into bath and body care is a natural evolution that aligns with rising consumer demand for performance-driven, sustainable, and recovery-focused skincare. With the global personal care market projected to reach $195B by 2030, Nike has a unique opportunity to leverage its brand authority in athletic performance to fill a gap in high-performance skincare for active individuals. Consumers already trust Nike for innovation, quality, and self-improvement, making this extension a strategic move to expand revenue streams and strengthen its presence in the wellness space. By combining athletic science with skincare technology, Nike can redefine post-workout recovery and active skincare, creating a new standard in functional body care for fitness enthusiasts worldwide.

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