Pioneering an untapped market (again)
Ask: Extend the Chobani brand into the cosmetics category.
Problem: The skincare market is overwhelming with complex products and routines, deterring beginners from the subject.
Solution: Yüz: Chobani's Greek yogurt-based skincare brand that simplifies skincare with all-natural, accessible products for novices, pioneering a niche market.
Chobani: Turkish, noun, "shepherd."
Chobani was a trailblazer in the yogurt industry by introducing affordable organic Greek yogurt to the U.S. market. With the purpose of "making wellness happen sooner," Chobani has been dedicated to improving people's health since 2005.
As the market leader in the $8.6 billion U.S. yogurt category, Chobani holds a 20.8% market share and a 43.5% market share in the Greek yogurt category. (SEC, 2021)
With its brand trust and history of innovation through diversified product offerings, Chobani is ready to enter a lucrative category, cosmetics, furthering its purpose.
The U.S. cosmetics market was valued at $51.16 billion, with skincare holding a 41% market share in 2021. (IBIS World, 2022)
Yogurt Benefits Beyond Just Gut Health
Recent research has revealed that yogurt possesses numerous health advantages beyond its nutritional value, including benefits to the skin.
Skincare Routines are Complex
Skincare products currently available in the market are often packed with synthetic components that can be more harmful than helpful.
“The more ingredients we use, the more it can damage our skin barrier and microbiome, and the more we remove the essential nutrients [it needs] to function properly.”
- Elsa Jungman, skin pharmacologist and microbiome expert
For newcomers to skincare, the variety of products, intricate routines, and puzzling labels can be daunting, sometimes leading them to have no skincare maintenance at all.
60% of consumers report they feel uninformed about proper skin cleansing methods.
52% of consumers use bath wash or hand soap to cleanse their face, while about one-third only use water.
We conducted a primary research survey and found that of 233 respondents, one out of three people did not have a skincare routine. Why?
Did not learn about skincare as kids
Think skincare is too time consuming
Never learned what a skincare routine should be
To them, the most important factors when choosing a new skincare product were:
Recommendations from personal resources
Accessibility of stores
An Untapped Competitive Landscape
Only one U.S. brand offers Greek yogurt-based skincare: Korres.
Sold at a high price point ($28 for a 5.07 fl oz cleanser) and through limited channels, Korres is a complex product for advanced skincare consumers, solely serving the market.
Chobani has the opportunity to launch the first Greek yogurt skincare line in the U.S. that is made with all-natural ingredients, is simple to use, and is easy to purchase.
Needs: Convenience, simplicity, multipurpose, affordability
For You, by YÜZ
Yüz is Chobani's Greek yogurt-based skincare brand that focuses on sustainability and accessibility, shepherding those who prefer a low-maintenance skincare routine. Its high-quality products are made with natural ingredients, making skincare effortless and easy for anyone.
"Face" / "Expression"
The Yüz skincare line includes a simple three-step routine with a cleanser, toner, and moisturizer.
Each product is stored in a refillable glass bottle that comes with a reusable metal pump.