AumOui
Maria Castellanos 300393948
Alejandro Agudelo 300394280
Rosabella Mercado 300409137
Inaara Khimani 300362724
Victor Jorge 300403102
Rebecca Joseph 300367192
Faculty of Commerce and Business Administration, Douglas College
MARK 3340-002 Promotional Strategy
Vaishali Sethi
March 13, 2025
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Executive summary​
Situation Analysis​
SWOT​
PESTLE​
Business Model Canvas​
Five Forces Analysis​
Target Markets (Essential)​
1. Health-Conscious Consumers​
2. Eco-Conscious Consumers​
3. Wellness & Self-Care Enthusiasts​
4. Retail & Wholesale Partners​
Competitor Analysis​
Objectives​
Vision​
Mission​
Identify goals​
Objectives SMART​
Communication objectives:​
Strategy​
TOPPP SEED​
Target Market​
Objectives​
Positioning​
Processes​
Partnerships​
Sequence or Stages​
Experience​
Engagement​
Data​
Segmentation, targeting, and positioning (STP)​
Segmentation​
Targeting​
Positioning​
Value Proposition​
The 4 P’s​
Appendix​
References​
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Executive summary
AumOui is an organic self-care brand based in Vancouver, focused on natural,
handmade skincare products. Although the brand offering is quite broad, it has no online
presence, which limits the brand recognition. The lack of marketing strategies results in low
positioning, as well as low sales. The main objective for this promotional plan is to increase
brand awareness by establishing AumOui as a premium and eco-conscious brand among its
marketplaces.
Situation Analysis
SWOT
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PESTLE
POLITICAL
Regulations and
Government Oversight
​
In Canada, cosmetics products are regulated under the Food and Drugs Act
and the Cosmetic Regulations (C.R.C., c. 869), ensuring products are safe
and manufactured under sanitary conditions.
Environmental Policies
​
The Canadian Environmental Protection Act, 1999 regulates substances on
harmful chemicals promoting human health, impacting ingredient selection
and sustainable management practices. ​
Product Safety
Regulations​
The Canada Consumer Product Safety Act directs that all consumer
products, including personal care items, do not pose any danger to human
health or safety, and manufacturers are required to submit a Cosmetic
Notification Form to Health Canada before marketing
ECONOMIC
Market Trends
According to Statista, Canada's beauty and personal care market is projected to
generate revenue of approximately CAD 12.36 billion in 2025, with an expected
annual growth rate of 2.31% from 2025 to 2029.
Skincare segment
Growth
From the forecast of Statista, the skincare market in Canada is anticipated to
reach USD 2.20 billion in 2025, with an annual growth rate of 2.36% from 2025
to 2030. ​
Natural Cosmetics
Demand
The natural cosmetics segment is expected to experience an annual growth rate of
4.02% from 2025 to 2030, indicating a growing consumer preference for natural
products.
SOCIAL
Consumer Behavior
There is a growing consumer preference for natural and organic personal care
products, projected to reach USD 222.52 million in 2025, growing annually by
1.37% from 2025 to 2030, indicating a shift toward healthier lifestyle choices. ​
Skincare Trends
The emphasis on sustainability is leading to increased demand for products with
natural ingredients and eco-friendly packaging in diverse products, reflecting
consumers' desire for innovative skincare solutions.
Health Awareness
Consumers are more conscious of the ingredients in their personal care products,
seeking transparency and safety. As Allure explains, the clean beauty market is
expected to reach USD 22 billion by 2024. ​
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TECHNOLOGICAL
E-commerce Growth
The expansion of online shopping is projected, according to Statista, to
account for 55.5% of the total revenue in the beauty and personal care market
by 2025, indicating a strong digital presence and user-friendly platforms for
brands like Aumoui.
Social Media Influence
Social Media channels provide a diverse and crucial tool for marketing, these
allow brands to show not only the products but also create a community and
engage with them through the essence and root of the brand.
Product Innovation
Consumer concerns about skin and beauty products are being addressed by the
development and improvement of innovative and eco-friendly products with
advancements in sustainable packaging and formulation technologies
ENVIRONMENTAL
Sustainability
Regulations ​
According to Statista, the natural cosmetics in Canada market is projected to
increase constantly between 2025 and 2030, this scenario reflects a growing
consumer demand for environmentally friendly products.
Clean Beauty Initiatives
Consumers are increasingly supporting brands that demonstrate environmental
responsibility and emphasize the use of non-toxic, sustainable ingredients, with
the market expected to reach USD 22 billion by 2024, as stated by Allure.
Ingredient Transparency
Sustainable sourcing of natural ingredients is essential to meet consumer
expectations and comply with environmental standards with the transparency
trends.
LEGAL
Product Safety
Compliance
Manufacturers are required to ensure their products do not pose health risks,
adhering to regulations set by the Canada Consumer Product Safety Act.
Labeling Requirements
​
Products are mandated to adhere to the Consumer Packaging and Labelling
Act, ensuring transparency and accuracy in product information. ​
Intellectual Property
Protecting trademarks and product formulations is vital to maintaining brand
identity and competitive advantage.​
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Business Model Canvas
Five Forces Analysis
Threat of new entrants – The handmade soap industry is decently sized new brands are
frequently surfacing AumOui can stand out from others by highlighting its high-end,
carefully curated ingredients, customization options, and the longevity of the products these
qualities will make it harder for potential competition to replicate the appeal to consumers
without significant investment (time, financial, research).
Bargaining power of suppliers - AumOui heavily relies on premium essential oils and
scents from outside brands. Changes such as fluctuations in price or availability can impact
costs, making supplier relationships/connections crucial. To ensure stability, AumOui should
look into expanding its supplier base and work out a bulk-purchase/price system while
ensuring the quality of ingredients is not compromised.
Bargaining power of consumers - consumers have numerous alternatives, whether it is
mass-producing brands who supply products in supermarkets and department stores, or other
handcrafted soap brands. To justify its premium pricing and build loyalty, AumOui will have
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to push the benefits of the products and the exclusivity aspect to enhance perceived value —
in turn, making it more difficult for consumers to switch to other brands as substitutes.
Threat of substitute products - options like commercial body washers and lower-priced
soap bars that are convenient to buy while consumers run their daily errands, make it more
enticing for consumers to choose those options. To counter this, it would be wise for AumOui
to leverage collaborations with influencers to showcase products, social media marketing to
not only educate consumers on the advantages of purchasing higher-quality products, but also
to build trust and connect with consumers through authentic product demonstrations.
Competitive rivalry - it is intense in the industry. With hundreds of Canadian artisanal soap
brands competing for consumers' attention, AumOui will need to prioritize strengthening its
digital presence, and focus on creating strategic partnerships and participating in local events
to ensure long-term development and success.
Target Markets (Essential)
Key Customer Segments include:
1. Health-Conscious Consumers
●​ Individuals looking for natural, chemical-free skincare products
●​ For people with sensitive skin looking for a gentle product
2. Eco-Conscious Consumers
●​ Consumers who prioritize eco-friendliness and sustainable
●​ Individuals looking for cruelty-free products
3. Wellness & Self-Care Enthusiasts
●​ Customers who incorporate self-care rituals into their lifestyle
●​ Those interested in holistic well-being as yogagoers.
4. Retail & Wholesale Partners
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●​ Boutique stores, spas, and wellness centers looking to stock premium handmade
products
●​ Online retailers that specialize in natural beauty
Competitor Analysis
Aumoui’s direct competitors are sellers who sell at farmers' markets. These sellers are
selling products that are handmade and artisanal at small stalls, which are usually only open
during the weekends. Indirect competitors would be commercial brands that are popular and
well-established in the industry. They are owned by companies that supply supermarkets or
have stand-alone stores at malls, such as Dove, Cetaphil, and Saje. Their products are sold at
low prices to the masses and do not necessarily use the highest quality ingredients.
We can also use Perceptual Map to further compare the competitors through its cost
and digital presence. The focus for this comparison is the bar soaps offered by each brand
and Instagram followers. For AumOui, prices for soap bars range from CAD 8 to CAD 35
(Premium, n.d.), and currently has 61 followers on Instagram (AumOui, n.d.). In terms of
farmers market sellers, we will be using SodaCreekSoap which specializes in handmade soap
and is based in Penticton, BC as an example. Their soap bar prices start at CAD 7.95 to CAD
15 (Handcrafted soap, n.d.). and they have 945 Instagram followers (Sodacreeksoap, n.d.).
Saje Wellness also offers soap bars made with natural and cruelty-free ingredients and
methods at CAD 11 (Soaps, n.d.) and they have 340,000 followers on Instagram followers
(Saje wellness, n.d.). Moreover, Dove is a commercial brand under the Unilever company
that produces soaps, shampoos, deodorants, skincare, and more. Their prices for bar soaps
begin at CAD 1.87 for 1 bar and reach CAD 16.97 for 12 bars of soap (Dove beauty bar, n.d.)
garnering 1 million Instagram followers (Dove, n.d.). Cetaphil is another commercial brand
that is known for tackling sensitive skin with its products such as cleansers, soap,
moisturizers, and sunscreen with their bar soap costing CAD 5.59 (Cetaphil gentle cleansing
bar, n.d.), and presently has about 185,000 followers on Instagram (Cetaphil, n.d.).
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Objectives
Vision
Connect, inspire, and feel self-love breed the self-care to a deep connection with
artisanal products that prioritize the user and the natural sustainability as a complement.
Mission
AoumOI preserves the essence of elegance and handmade artisans' products that
evolve emotional and mental well-being through inspiration on natural ingredients and
communicative initiates, we aim to empower self-care habits while reducing exposure to
harmful chemicals.
Identify goals
-​ Establish a strong local and digital presence beyond personal networks.
-​ Develop a reputation for high-quality, long-lasting artisan soaps and wellness products.
-​ Position Aumoui as a premium yet accessible self-care brand
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-​ Increase product availability through boutiques and community markets.
Objectives SMART
1.​ Establish AumOui’s social media presence and community engagement across key
platforms within the next 12 months.
2.​ Achieve a 30% increase in online sales within 12 months by optimizing the e-commerce
platform, implementing SEO strategies, and running targeted ad campaigns on Google and
social media.
3.​ Implement personalized email marketing campaigns, loyalty programs, and subscription
box offerings to increase customer retention by 20% over the year.
Communication objectives:
AIDA Model (Attention, Interest, Desire, Action)
●​ Attention: Leverage Social Media channels to showcase product uniqueness and
effectiveness.
●​ Interest: Educate the audience about the benefits of chemical-free, long-lasting artisan
products through engaging blog posts and social proof (reviews).
●​ Desire: Highlight customization options and luxury appeal to create an emotional
connection.
●​ Action: Optimize website UX to make purchasing seamless, along with limited-time
offers to incentivize first-time buyers.
ACCA Model (Awareness, Comprehension, Conviction, Action)
●​ Awareness: Drive brand recognition through collaborations with Vancouver-based
influencers and participation in farmers' markets.
●​ Comprehension: Use clear and engaging storytelling on social media to explain product
benefits.
●​ Conviction: Build trust with customer testimonials, transparent ingredient sourcing, and
behind-the-scenes production content.
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●​ Action: Offer introductory discounts and special bundles to encourage purchases.
Strategy
TOPPP SEED
Target Market
Eco-conscious women between 25 to 40 years old who belong to Generation X and
Millenials earning medium to high income and currently living in the western coast such as
British Columbia, Washington State, and California, . Their interests include mindful living
and sustainability. They give importance to sustainability practices and seek eco-friendly and
high-quality products. Also, Health-aware men between 24 to 45 years old who belong to
Generation X and Millenials with their income ranging from medium to high. They presently
reside in the West Coast region as well such as Vancouver, Seattle, and California. These men
are seeking natural self-care products aligned with their life principles and interests such as
healthy living and being a mindful consumer.
Among pain points, the market usually struggles to find natural, organic, sustainable,
and premium brand options.
As for marketing focus, the target market is used to browse for educational content, opinions,
and attractive bundles about skin care products.
Objectives
●​ Reach at least 2.000 followers on Instagram and TikTok within the next six months
●​ Gain at least 500 subscribers on YouTube within the next year.
●​ Increase the website traffic to 5.000 users during the next six months through organic
campaigns.
●​ Increase the user engagement on the website in 30% within the next six months by
creating weekly posts.
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●​ Within the next six months, the brand will acquire at least 200 leads through website
subscription forms.
●​ Increase website users engaged coming from paid campaigns, with a CTR of at least
3%.
Positioning
Aumoui can be positioned as a small-batch skincare brand that produces handcrafted
products made with premium high-quality ingredients at a mid-level price point that ensures
luxurious products for your skin without compromising the integrity of the ingredients.
Aumoui also prides itself in connecting self-care with self-nurture through its products and
ties with the communities.
Processes
As per previous analysis, the strategy needs to include a new CRM to manage the
customer lifetime, as well as personalized communications through Email Marketing, and
Marketing Automation. In addition, we should set up analytics tools, such as Search Console,
Tag Manager, and Google Analytics, to collect reliable and accurate data. Moreover, the
creation of social media profiles, and business platforms to run advertising are essential to
guarantee the main objective.
Partnerships
AumOui can boost brand awareness and expand market reach by utilizing strategic
partnerships. Connecting and collaborating with local businesses such as spas, boutiques, and
yoga studios in Vancouver, would position AumOui in high-end wellness centers. within
these spaces, opportunities allow for potential co-branding or select gift-with-purchase
options. Corporate gift giving, particularly within hotels (boutique or high-end) or interior
design firms, presents another opening as AumOui’s long-lasting and luxury soaps would
make an admirable option for a client appreciation gift.
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Going forward, influencer marketing will be a large contributor to AumOui’s success.
Partnering with lifestyle creators/bloggers and sustainability advocates through platforms like
Instagram, TikTok, and potentially YouTube, can showcase the brand authentically and
demonstrate the products’ longevity and quality. Since the owner's validations may come
across as biased to consumers, external opinions from real, everyday users will strengthen the
brand’s credibility.
Vancouver's small business farmers markets such as Heart X Hustle, NewGen, and
UBC Markets are a great port of entry to introduce AumOui to a larger audience. These
markets create a space for customers to experience the unique looks, scents, textures, and
other benefits of AumOui’s soaps firsthand. In addition, the ability to participate in
co-marketing with similar or complementary brands (e.g. luxury candles, tea brands) may
open doors for collaborating & building bundle-style self-care packages to expand the
brands’ consumer base.
Sequence or Stages
●​ Digital Marketing Audit
●​ Keyword Research
●​ Develop content marketing strategy through social media and the website.
●​ Paid awareness campaign using Meta ADS and Google ADS.
●​ Develop lead magnets, and marketing automation campaigns through CRM.
●​ Retargeting Campaign with more interesting segments.
●​ Starting the sales cycle.
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Experience
The website is easy to navigate, optimized for mobile, and provides all the necessary
information for consumers. However, the brand has not quite experienced selling
through the website nor social media platforms. Furthermore, content is not being
updated recurrently. As of the digital marketing audit, we will assess each channel to
implement the correct strategy for each of them.
Engagement
●​ Email segmentation through personalized communications.
●​ Reacting to consumer comments through social media platforms and website blogs.
●​ Storytelling as a communication strategy.
●​ Encourage customers to share experiences and value the brand (user-generated
content).
●​ Design and interactive navigation on the website that allows users to stay and engage
with content and products.
Data
Data will be collected through different platforms depending on the consumer stage.
We will use Google Search Console, Google Analytics, Google Tag Manager, Social Media
Analytics, Advertising Platforms Analytics, such as Meta and Google ADS. Additionally, we
will collect data from Email Marketing campaign results and CRM systems.
Segmentation, targeting, and positioning (STP)
Segmentation
We will create different segments depending on the consumer stage. Initially,
demographic aspects, such as women between 25 and 40 years, located in the greater
Vancouver area, with middle-level income, and a university/college education level. Also,
men between 25 – 45 years, married, with children, with the same level of income and
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education. Both prospects are interested in sustainability, slow fashion, and exploring
eco-friendly products. The principal segment will be through traffic acquired through organic
and paid campaigns. Afterwards, we will create deeper segments via email marketing funnel,
website interactions, and retargeting campaigns.
Targeting
As for targeting, we will emphasize green living enthusiasts within 50km of
Vancouver and another aimed at women interested in natural skincare and beauty in
Vancouver. These targets will come from advertising campaigns through Meta or Google
ADS.
Positioning
We will position AumOui as an organic, artisanal, and premium skin-care brand.
Homemade is a highlight word that summarizes the quality and brand intention. Moreover, it
will be reinforced through high quality content, minimalist appearance, and brand values.
Value Proposition
For the environmentally conscious, especially women aged 25-40 and
health-conscious men aged 24-45, AumOui offers premium quality, organic, handcrafted
skincare products that are both sustainable and effective.
Unlike conventional skincare brands, AumOui products are made with high-quality
essential oils and fragrances, ensuring long-lasting benefits and gentle care for your skin. We
guarantee that your choice is responsible for your skin and the planet, as we maintain our
commitment to ecological practices and sustainability.
Our high-quality natural products are aligned with your ethical values ​and lifestyle.
By choosing AumOui, you contribute to a greener future while nourishing your skin, and
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consuming our natural products that focus on the integrity of the environment and our
customers.
Why AumOui? Pure ingredients, long-lasting quality, and a commitment to
sustainability are factors found in our products, making us the perfect choice for those who
truly care about their skin and the environment.
The 4 P’s
1.​ Product AumOui offers a wide variety of homemade self-care products, including
luxury soap, lotion, candles, bath salts, and homecare items. The product strategy
should focus on quality, uniqueness, and natural ingredients to differentiate from the
mass-produced alternatives
○​ Offer scents that everyone could use, including options for sensitive skin and
aromatherapy
○​ Introduce seasonal and limited edition products and scents to maintain
customer interest and keep up with trends
○​ Use eco-friendly packaging to align with sustainability trends and align with
the company’s value
2.​ Price Their pricing strategy should reflect the handcrafted, high-quality nature of their
products while remaining competitive
○​ Implement value-based pricing for the premium ingredients and artisanal
production
○​ Offer bundles of products recommended to be used together, gift sets, and
subscription boxes to increase customer retention and encourage bulk
purchases
○​ Maintain transparent pricing with clear communication of product benefits and
ingredient sourcing
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3.​ Place AumOui should strategically select distribution channels to maximize
accessibility and convenience for customers
○​ Sell through the official e-commerce website, ensuring an intuitive shopping
experience and seamless checkout
○​ Partner with luxury boutiques, wellness stores, and eco-conscious retailers to
enhance brand visibility
○​ Optimize international shipping options to cater to a global audience
4.​ Promotion A strong promotional strategy is essential to build brand awareness and
drive sales
○​ Utilize social media marketing with engaging content, including skincare
tutorials, customer testimonials
○​ Collaborate with beauty influencers and eco-conscious lifestyle advocates to
reach a broader audience
○​ Participate in community events, pop-up markets, and self-care workshops to
engage with customers directly
○​ Email marketing to provide personalized offers and updates on sales and new
product launches
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Appendix
Survey
https://docs.google.com/forms/d/e/1FAIpQLSegQdyIeElgz8DWCNizYXb_-Yo4occ8XQIJSJ
d51xW21ErHrw/viewform?usp=header
References
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https://www.instagram.com/aum.oui/
Berg, J. (2025, January 24). 8 best skin-care ingredients for mature skin in 2025. Allure.
https://www.allure.com/story/active-ingredients-mature-skin
Canada. (2025, January 13). Regulatory information for cosmetics. Canada.Ca.
https://www.canada.ca/en/health-canada/services/consumer-product-safety/cosmetics/
regulatory-information.html
Canada. (2025, March 7). Cosmetic regulations. Justice Laws Website.
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Cetaphil [@cetaphil]. (n.d.).Instagram Profile Page [instagram profile page]. Instagram.
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Cetaphil gentle cleansing bar. (n.d.). Londondrugs.
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54?utm_medium=channelsight&utm_campaign=button&utm_source=galderma&cstr
ackid=b25950c2-dc4d-4fb9-a302-f979263bf737&utm_content=b25950c2-dc4d-4fb9a302-f979263bf737
Dove [@dove](n.d.).Instagram Profile Page [instagram profile page]. Instagram.
https://www.instagram.com/dove/?hl=en
Dove beauty bar original gentle skin cleanser. (n.d.). Walmart.ca.
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https://www.walmart.ca/en/ip/dove-beauty-bar-original-gentle-skin-cleanser-90/60002
02574254?storeCode=5777&gStoreCode=5777&gQT=3
Dove beauty bar original gentle skin cleanser 12x106g. (n.d.). Walmart.ca.
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_CA_48825_82MIQLYYEE&utm_medium=paid_search&utm_source=google&utm_
campaign=always_on&gad_source=1&gclid=Cj0KCQjwhMq-BhCFARIsAGvo0Kda
xliqnBZ_BitJa3HxV0m7lk36GzSo2MguakpX2yidLFX2ovvFIBMaAqa3EALw_wcB
&gclsrc=aw.ds
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Yltävä, L. (2024, February 8). Topic: Beauty and personal care e-commerce in Canada.
Statista.
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anada