Julia Weaver
MKTG 495
February 24, 2016

Case #3: Dermavescent Laboratories

Problems Statement In January 2006, the product manager for hand and body lotions at Dermavescent Laboratories, Inc., Phoebe Masters, was faced with deciding if a new package design for the Soft and Silky Shaving Gel was necessary. The critical question was whether a 5-½ ounce or 10 ounce aerosol container should be introduced, and whether or not she should accept additional funds for a market test. Women’s shaving increases during spring and summer, and timing was critical because those months were quickly approaching. Previously, the shave gel was only sold in a tube form because the Dermavescent Laboratories did not have the resources available to manufacture a different package.
Situational Analysis The brand assistant for Soft and Silky Gel stated, “We have a unique product for the feminine woman who considers herself special”, and has been positioned as a high-quality women’s shaving gel. Placing the product away from men’s shaving products reduced price comparisons, and it was more expensive to emphasize the quality. The suggested retail price for Soft and Silky Shave Gel was $3.95 for a 5 ½ ounce, significantly more expensive than other brands in the industry, and consistent with the brand image. Aveeno Therapeutic Shaving Gel was sold at a price of $3.99 for 7-ounces, and a 7-ounce bottle of Satin Care was sold for $2.99.
There are many strengths of the shaving gel product. In a survey ran by Dermavescent in 1995 questioning women about their ideal shaving cream or gel, and the results concluded that a moisture-infused, and irritation reducing product was preferred. By 2005, few brands were selling their product in tubes or bottles, and the desired packaging was the aerosol container. In order to cater to the customer, Dermavescent would just have to alter their