Business Review


This case focuses on the factors that lead to the failure of new products in the marketplace. It discusses the case of Capri facewash in the beauty and personal care category in Pakistan. Capri was unable to sustain its facewash in the market mainly because of a disorganized and unsystematic marketing plan. The case highlights managerial implications and recommendations pertaining to the facewash category. It adds to product literature and will generate more lines of inquiry particularly in the South Asian region.


New product development, Product failure, Skincare, Brand equity, Marketing plan



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

December 14, 2020



Publication Stage



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