La Roche Posay Digital Campaign by Alex Howe

#SparkleMySkin Alexandra Howe Alice Newton Manisha Pannu Fig 1 - La Roche-Posay Eau Thermal

CONTENTS

Fig 2 – Anthelios XLSPF 50+Ultra LightFluid

4 6 8 12 16 20 24 26 34 45 51

Who are La Roche-Posay? (Alice) SWOT Beauty Market and Trends (Alice) Perceptual Maps (Alice) Consumer Segmentation (Alice) Case Studies (Alice) Big Idea (Alice) Creative Concept (Alexandra) Route To Consumer & Executions (Manisha) Conclusion (Alexandra & Manisha) References & Appendix Word Count: 2802

Fig 4 – A Better Life For Sensitive Skin

WHO ARE LA ROCHE-POSAY? 4

La Roche-Posay is a French pharmaceutical brand originating in the heart of the French spa town La Roche-Posay is backed by several dermatologists and over 30 years of medicinal and clinical research. They pride themselves on their thermal spring water and natural ingredients proven to provide and care for sensitive skin.

STRENGTHS * USP- THERMAL SPRING WATER * MEETS 70% OF WOMEN’S SKINCARE NEEDS AND REQUIREMENTS * PACKAGING MINIMISES MICRO-BACTERIAL CONTAMINATION * WORKS DIRECT WITH DERMATOLOGISTS * HONEST AND TRUSTWORTHY BRAND * 100% HYPOALLERGENIC

WEAKNESSES * DOESN’T’ HAVE A LARGE COVERAGE OF ADVERTISING * DOESN’T’ TARGET A SPECIFIC AGE GROUP * VICHY AND AVENE ALSO USES THERMAL SPRING WATER – IS IT REALLY A USP?

OPPORTUNITIES * WGSN TRENDS ON BEAUTY AND SKINCARE POSES NEW PRODUCT ENHANCEMENT FOR LRP * PRODUCT DEVELOPMENT * A NEW BRAND AWARENESS CAMPAIGN * MILLENNIAL AND GEN Y FEAR OF AGEING

THREATS * TOO PRODUCT SPECIFIC AS A BRAND * THE FRENCH SKINCARE MARKET IS VERY SATURATED * COMPETITORS ARE DOING THE SAME USP

THE BEAUTY MARKET AND TRENDS

After extensive and analytical primary research on the beauty market and its trends, our main insights came from WGSN and consumer led research. WGSN facilitated us with many opportunities in the beauty market, thus enabling us to categorise each trend. These categories were Art and Designer Packaging, Skincare Gadgets and Sparkling Skincare, a Korean skincare trend where products are inclusive of carbonated water. Once we had established these trends, they were placed on Roger’s Curve of Innovation as we wanted to ensure our ideas were going to be as innovative as possible. After reviewing the results on the curve of innovation we also took into account La Roche-Posay’s unique selling point, this being the thermal spring water. From this the

Fig 8 5 – La Roche-Posay Paraben-Free Cream

Sparkling Skincare trend seemed an opportunity worth pursuing; especially due to this specific type of skincare not yet being sold in Europe. Plus, Avene and Vichy also claim to use thermal spring water in their products so this could result in La Roche-Posy generating brand differentiation in a saturated market with a distinct point of sale with the ‘carbonated’ water. In turn, according to ANSOFF’s model; selling a new, niche product within an existing brand would unarguably be low risk and attract new consumers.

SKINCARE GADGETS

SPARKLING SKINCARE

ARTISTIC PACKAGING

Fig 6 – Curve of Innovation

Fig 7 – Givency Hydra Sparkling Advert

CARBONATED SKINCARE TREND - DEEP CLEANSES THE SKIN WITHOUT USING HARSH CHEMICALS OR PEARL BEADS YOU FIND IN EXFOLIATORS. - THE BUBBLES PROVIDE A DEEP CLEANSE INTO THE SKIN AND PORES TO REVEAL CLEARER, HEALTHIER LOOKING SKIN. - FRESH, BLUE COLOUR SCHEME - ORIGINATED AND POPULAR IN ASIA

Fig 8 – InnisFree Jeju Sparkling Skincare Collection

PERCEPTUAL MAPS

12 Fig 9 – CICAPLAST BAUME B5

To further prove our knowledge of the brand and market we positioned La Roche Posay on a perceptual map to understand their competition and where they sit in terms of niche or mass market. As stated, the pharmaceutical skincare market is saturated with brands therefore our idea needs to provide that unique selling point to differentiate La Roche-Posay from the rest. Due to the

project being a digital disruption we also did a perceptual map based on the correlation between high content and high following to low content and low following. We discovered that La Roche Posay didn’t have a large stance on social media and therefore this was something we knew needed to be changed in order to attract the new millennial; a 15-25 year old consumer.

SPECIFIC MARKET

PLAYFUL CLINICAL

Fig 10 – Skincare Market Perceptual Map

MASS MARKET

WHERE LA ROCHE-POSAY ARE NOW IN REGARDS TO SOCIAL MEDIA

Fig 11 - Social Media Perceptual Map

WHERE WE WANT TO LEAD LA ROCHEPOSAY IN REGARDS TO SOCIAL MEDIA

Fig 12 – Social Media Perceptual Map 2

CONSUMER SEGMENTATION From the brand to understanding consumer behaviour, it was imperative for us to fully appreciate the consumer; and as a result segmented the market through psychographic segmentation. This left us with three consumer archetypes; firstly, The Beauty Believer. A young millennial, this consumer sits in the younger end of the 15-25 consumer and can range from 15-18 years old. She is a true beauty believer, wants to have the latest skincare, beauty products and limited edition sets.

THE INFLUENCED.

A consumer that is influenced by social media, bloggers and their parents. Sits in the middle of the consumer range, tries and tests their products and won’t buy without an advantageous review.

Fig 13 – Olivia Mahan

Fig 14 – Olivia Mahan Products

THE BRAND LOYAL.

The Brand Loyal, this consumer is a loyal consumer and will sit in the loyalty loop for years; she will stick to a brand no matter what bloggers are saying. If she likes it, she’ll use it.

Fig 15 – Charlotte Lovegrove

Fig 16 – Charlotte Lovegrove Products

THE BEAUTY BELIEVER

To conclude it was obvious that The Beauty Believer was the best consumer choice as they are most prone to buying into new and limited edition products as well as being the most aware on social media. Which would not only benefit the brand but also its social media stance.

Fig 17 – Alice Cowling

Fig 18 – Alice Cowling Products

CASE STUDIES Our Case Studies were focused on experiential marketing and how brands are building relationships and experiences through digital disruption; something we intend to do.

Fig 19 – CICAPLASTLAVANT B5

Fig 20 – Burberry Kisses

BURBERRY KISSES The first being Burberry kisses, a concept around sending a virtual kiss taken by yourself to a friend or a loved one. This campaign was predominantly about creating an emotional connection and building brand awareness rather than encouraging consumers to buy into the brand.

Fig 21 – Burberry Kisses 2

Fig 22 –Marc Jacobs pop-up shop takes Tweets, Instagrams for payment

MARC JACOBS TWEET SHOP Next, Marc Jacobs Tweet Shop, a pop up shop in Covent Garden. Transactions were conducted exclusively via hashtag; from this they received massive amounts of editorial coverage as well as their digital awareness; as a result this formed an idea that we could incorporate into our executions. A pop up event that is controlled and monitored through a hashtag. Fig 23 – Marc Jacobs’ NYFW pop-up employs power of social currency

Fig 24 – The art of engagement: The coca-cola difference

COCA COLA HAPPINESS MACHINE

Finally, Coca Cola did a campaign on ‘Finding your happiness’, this involved a vending machine that was placed on University Campuses – it was to provide an emotional connection and to make consumers happy through what they received from the vending machine.

Fig 25 – Coca-cola happiness machine interview with creators

THE BIG IDEA

Fig 24 26 – Textured Gel

The next step of processing the Sparkling Skincare trend was to test the products. Therefore, after a trip to Tokyo we were able to find the Korean beauty products and bring them home to test on our consumer. The products had a great response and were loved by our consumers “I thought the products would be really harsh when actually it’s so refreshing and delicate on your skin” (Poole, 2016) solidifying for us that the Sparkling Skincare trend was going to attract our consumer and needed to be implemented into our strategy. Overall, our key insights from research were that La Roche-Posay needs brand differentiation and a solid unique selling point to attract their new line of consumers.

“19% of businesses that personalise their experiences see a 19% uplift in sales” (WGSN, 2016) suggesting that consumers are also searching for that personalised experience. Along with that the case studies show how our idea of a pop up event would not only appeal to our younger beauty believer consumer but also depict digital disruption through using a hashtag to create a buzz and awareness. As a result of our insights and research our Big Idea is: To create awareness for our new limited edition product through a pop up event and digital personal experience.

“36% of beauty and personal care consumers who are new to the market don’t know their skins needs” (Mintel, 2015) therefore need the education to fulfil that need,

THE CREATIVE CONCEPT

From looking into successful digital disruption case studies and from our insights we went on to analyse and review all our information, data and research to process that into our creative concept. Following on from our big idea, for the limited edition product, we have decided to add the Korean inspired sparkling skincare trend into one of La Roche-Posays’ best selling products, their Thermal Spring Water. The addition of carbonation to the water will add further benefits and sparkling sensation that will deep cleanse pores, stimulate skin circulation and promote dead skin cell rejuvenation, leaving the skin clear and soft without irritating the skin, therefore still obtaining La

Roche-Posay’s brand ethics. To make this limited edition product stand out on shelf, and also become a social media content driver, we want it to be exciting and differentiate from the current products. Through visual and product packaging research, we want to keep with a similar colour scheme to what La Roche-Posay currently has which is clinical with blue tones, but by adding a sparkling and bubble texture to this, it will make the product visually more appealing to the consumer, particularly the 15-25 year old consumer as, “The highest level of interest in limited edition packaging comes from a young female audience, 27% of 16-24-year-old women” (Libby, 2014). The texture applied will be similar to the MAC Cosmetic Alluring Aquatic collection from summer 2014, the collection packaging was a shiny blue with small water droplet raised effects all over the product; to look like it had just been pulled out of water.

Fig 28 – MONOGRAM x Lisa Franklin

Fig 31 - Water Droplets

Fig 30 – Water Waves

Fig 29 – DIY painted gold leaf ornaments

Fig 27 – Leaf Water Droplets

Fig 33 – Decotech

Fig 32 – Satomi Charisma Packaging

Fig 34 – The MAC alluring aquatic lipsticks

Fig 35 - Glitter Background

To engage and entice consumers with the brand on the go, we will set up vending machines with miniatures of the new sparkling thermal spring water. These vending machines will also be decorated with the colour scheme and the bubbling sparkling textures to stand out and make people want to come over and see what it is all about. For the customers to be able to get a free product from the machine, they can activate it by entering their social media details and ‘checking-in’, this means that their friends will see their

post, it will create a buzz and may encourage friends to go out and find the machines too. Similar vending machines have been created by Benefit cosmetics that place theirs within airports for customers to grab their favourite products on the go, proving that this form of marketing works and appeals a beauty conscious consumer and revolves back to the digital disruption of using social media to create awareness.

Fig 36 – Aesop grand central kiosk

Fig 37 – Westin Vending Machine

Fig 38 – Old navy Vending Machine

Fig 39 – InnisFree Vending Machine

Fig 40 - Huda beauty vending machine

Fig 41 – Benefit cosmetics vending machines

The main digital disruption will be the pop-up event, to follow with the carbonated, sparkling concept the actual event will look like giant bubbles coming out of the floor. The Eden Project also inspires the visual design of the event, which is a multiple greenhouse complex that appears as three large domes. This should therefore draw in people to see what is going on at the event, as it will stand out.

Fig 42 – Kate Spade Pop-up Store

Fig 43 – BAUSCH + LOMB HQ

Fig 44 – Eden Project

Fig 45 – Lacoste Pop-Up Event

Fig 46 – Bubble Art Exhibition

From one of our insights, it was noticed that the targeted consumer wish to be more educated about their skin and what products are right for them. Therefore, within the event there will be a consultation booth. It will appear similar to a photo booth to make it feel more approachable than having dermatologists at the event trying to approach you. Inside the booth there will be a small device, similar to the No7 Match Made Service that when pressed against the skin, it will tell the customer what their skin type is like and what La Roche-Posay products will be suitable for them, including the products outside of the sparkling thermal spring water, as that product will be suitable for all

skin types. Once they have received their consultation, they can share their experience through social media options in the booth. This again will trigger the sharing aspect that the vending machine will also be doing. They will also be able to email themselves their consultation results so they can remember their results once they leave the event. The consultation booth will visually look similar to the vending machine, with the blue colour scheme and bubble textures on the outside to make it fun, enticing and coherent with the new limited edition product which will continue to build brand recognition.

Fig 48 - PhotoBooth

Fig 47 – No7 match made foundation service

ROUTE TO CONSUMER

From critically evaluating all our findings and implementing them into a design recipe, we then moved on to analysing the role of communication. From our widespread research, La Roche Posay was a brand that our consumer didn’t feel engaged with and this was a problem we needed to address. We also began to understand that consumers are more informed than ever before and want more from a brand; therefore selling one-dimensional skincare doesn’t seem to hit the mark within the beauty division anymore. To

engage and entice existing and new consumers, a disruption needs to be put in place to set them apart and increase their reach as a brand. Therefore, collectively we decided to implement a timeline of events in which the consumer will feel engaged through a series of digital and engaging experiences. “19% of businesses that personalise their experiences see a 19% uplift in sales.” - WGSN, 2016

Fig 50 –Social Media Teaser Mock Up

Fig 51 – Website Pop-up Event Map Mock Up

To begin, La Roche Posay will take to social media and create a conversation by releasing a threepicture teaser on to their accounts. Entering a generation of tech-savvy individuals has changed how brands view marketing. ‘Social media has a 100% higher lead-to-close rate than outbound marketing.’ (DeMers, 2014) The three-picture teaser will consist of vague images of the carbonated skincare launch, inevitably creating a sense of enigma. Social media is full of opportunities to interact with old, new and existing consumers and although not every interaction will turn into a conversion, ‘the sheer number of opportunities you have on social media is significant.’(DeMers, 2014) Before the re-launch of La Roche Posay gets announced, it is vital to get as much buzz surrounding the

brand and ensure the right people are hearing about it. Therefore, we decided to put together a press kit for individuals within the industry to promote and expose the brand to the public on a larger scale. Considering today’s culture, the rise of the blogger is something to consider when distributing out press kits. Blogging is becoming one of the most influential platforms in today’s society due to the personal interaction consumers receive. Individuals become consumed in bloggers’ lives and build a relationship of trust. This impact of blogging was reflected when worldrenowned beauty blogger Zoella announced to her online community that she was shooting Company’s magazine cover; ‘the magazine immediately had an 87% increase in web traffic.’ (Wiseman, 2014)

THE NEW PRODUCT

Fig 49 – LRP Sparkling Skin Product Mock Up

The re-launch of La Roche Posay will be announced and three beauty bloggers will be chosen to publicize the brand; inevitably reaching out to new markets.

Fig 3 – Hydraphase intense Masque

To keep the momentum going, an online map will be released showing where the locations will be for our pop-up ‘bubbles’. The pop-up bubbles will be dotted around various locations with consultation booths inside. The consultation booth will be a chance for the consumer to learn more about their skin and find out the real needs and how to address them. “36% of consumers are new to the BPC market and want to understand their skins needs” (Mintel, 2015) It will also match the consumers skin type with La

Roche Posay product’s that meet their skin requirements, educating the consumer on the products and their skin. Incorporating this notion of social media into the event, consumers will be able to share their experiences via their own personal accounts using the new La Roche Posay hashtag ‘#SparkleMySkin’. This will generate an online and physical buzz at the same time and therefore creating a conversation about the new launch.

Fig 52 – Consultation Booth Mock Up

THE CONSULTATION BOOTH APP

Fig 53 – Consultation Booth App Mock Up

Fig 54 – Consultation Booth App Mock Up 2

Fig 55 – Consultation Booth App Mock Up 3

Fig 56 – Consultation Booth App Mock Up 4

Whilst the event is taking place, interactive vending machines will be put in prime locations such as malls and city centres for consumers to get free samples of La Roche Posay’s products. The idea should trigger “A moment of happiness” similarly to the ‘Happiness Machine’ launched by Coca Cola where consumers got a free gift out of interacting with the machine provided by Coca Cola. The vending machine will allow consumers to receive a free sample of La Roche Posay’s products as long as they tweet to their own social media sites

using the hash-tag #SparkleMySkin as well as sharing their experience. With this going on at the same time as the events will keep the momentum going with recent showing that 55% of consumers would prefer to have ongoing interaction and communication with a company they purchase from. (Marketing-Schools, 2012) This further proves that our ‘spikey front end’ method of marketing should entice and encourage new and existing consumers to purchase with the brand.

Fig 58 – Vending Machine Mock Up

EVENT FLYER

Fig 59 - Promotional Leaflet Mock Up

As a result from reaching out to the consumer through digital disruption and experiences, there will be an increased awareness for La Roche Posay as well as promoting the new Carbonated Skincare range. From the social media phenomenon being built through consumers sharing their experiences online will reach the brand to new potential markets. With the pop up bubbles and vending machines consumers have to be there to experiences and receive the free samples and therefore once consumers find out about this, they will be more inclined to come; especially if they see the buzz being created on social media.

CONCLUSION

Fig. 60 - La Roche-Posay Cream

To conclude, implementing these executions into a digital strategy would undoubtedly attract the 15-25 year old consumer. Through research into the market and consumer we revealed insights such as consumers want education on their skin type and 19% of businesses who personalise their experiences will see uplift in sales. Therefore, with that in mind we have executed our ideas to best fit with a personal experience that educates our consumer through digital disruption. As stated, La Roche-Posay had a USP of thermal spring water however, so did Avene and Vichy; therefore after research into the beauty market we found Korean beauty trend of Sparkling Skincare, a carbonated, sparkling water effect that could be included into beauty products. As a result this

would form brand differentiation and a solid USP against its competitors for La Roche-Posay as well as making this an exciting concept for a younger consumer who loves to try and have the latest products. Leading us onto our creative concept, we approached this with the idea of bubbles and sparkles. We took inspiration from The Eden Project, water droplets and packaging to help us perform a wellinformed execution. Overall, our executions are backed and informed by our research, consumer’s needs and creative inspiration #SparkleMySkin.

APPENDIX REFERENCES BIBLIOGRAPHY QUESTIONNAIRE INTERVIEW FOCUS GROUP TUTORIAL RECORD SHEETS MEETING MINUTES

LIST OF ILLUSTRATIONS Fig 1 – La Roche-Posay (2015) La Roche-Posay Eau Thermal [Photograph]. Available at: http://www.lookfantastic.com/blog/reviews/la-roche-posay-eau-thermal/ (Accessed: 20 May 2016). Fig 2 – La Roche-Posay (no date) Anthelios XLSPF 50+Ultra LightFluid [Photograph]. Available at: http://www.laroche-posay.ie/product-treatments/Anthelios/Anthelios-XLSPF-50-Ultra-Light-Fluid-p10057.aspx (Accessed: 20 May 2016). Fig 3 – La Roche-Posay (no date) Hydraphase intense Masque [Photograph]. Available at: http://www.laroche-posay.co.uk/product-treatments/Hydraphase/HydraphaseIntense-Masque-p7267.aspx (Accessed: 20 May 2016). Fig 4 – La Roche-Posay (2015a) A Better Life For Sensitive Skin [Photograph Campaign]. Available at: LRP Brand Presentation (Accessed: 5 May 2016). Fig 5 – La Roche-Posay (2015b) La Roche-Posay Paraben-Free Cream [Photograph]. Available at: La Roche-Posay Brand Portfolio (Accessed: 5 May 2016). Fig 6 – Howe, A. (2016) Curve of Innovation [Graphic]. Available at: Own Image (Accessed: 4 April 2016). Fig 7 – Givency (2014) Givency Hydra Sparkling Advert [Photograph]. Available at: http://ellegirl.jp/article/beauty-givenchy-information_0729/?cmpid=antenna_&amp% 3Butm_source=antenna_&amp%3Butm_medium=rss&amp%3Butm_campaign=cmp_ antenna&utm_source=antenna (Accessed: 20 May 2016). Fig 8 – InnisFree (2014) InnisFree Jeju Sparkling Skincare Collection [Photograph]. Available at: http://www.innisfreeworld.com/product/productList.do (Accessed: 20 May 2016). Fig 9 – La Roche-Posay (no date) CICAPLAST BAUME B5 [Photograph]. Available at: http://www.laroche-posay.com/products-treatments/Cicaplast/CICAPLAST-BAUMEB5-p5636.aspx (Accessed: 20 May 2016b). Fig 10 – Howe, A. (2016b) Skincare Market Perceptual Map [Graphic]. Available at: Own Image (Accessed: 5 February 2016). Fig 11 – Newton, A. (2016) Social Media Perceptual Map [Graphic]. Available at: Own Image (Accessed: 2 March 2016). Fig 12 – Newton, A. (2016) Social Media Perceptual Map 2 [Graphic]. Available at: Own Image (Accessed: 2 March 2016). Fig 13 – Mahan, O. (no date) Olivia Mahan [Photograph]. Available at: Own Image (Accessed: 21 May 2016). Fig 14 – Mahan, O. (no date) Olivia Mahan Products [Photograph]. Available at: Own Image (Accessed: 21 May 2016). 52

Fig 15 – Lovegrove, C. (no date) Charlotte Lovegrove [Photograph]. Available at: Own Image (Accessed: 21 May 2016). Fig 16 – Lovegrove, C. (no date) Charlotte Lovegrove Products [Photograph]. Available at: Own Image (Accessed: 21 May 2016). Fig 17 – Cowling, A. (no date) Alice Cowling [Photograph]. Available at: Own Image (Accessed: 21 May 2016). Fig 18 – Cowling, A. (no date) Alice Cowling Products [Photograph]. Available at: Own Image (Accessed: 21 May 2016). Fig 19 – La Roche-Posay (no date) CICAPLASTLAVANT B5 [Photograph]. Available at: http://www.laroche-posay.com/products-treatments/Cicaplast/CICAPLAST-LAVANTB5-p11809.aspx (Accessed: 20 May 2016c). Fig 20 – Bailey, C. (2015) Burberry Kisses [Graphic]. Available at: https://www. thinkwithgoogle.com/campaigns/burberry-kisses.html (Accessed: 20 May 2016). Fig 21 – Bailey, C. (2015) Burberry Kisses 2 [Graphic]. Available at: https://www. thinkwithgoogle.com/campaigns/burberry-kisses.html (Accessed: 20 May 2016). Fig 22 – Kelly, S.M. (2014) Marc Jacobs pop-up shop takes Tweets, Instagrams for payment [Photograph]. Available at: http://mashable.com/2014/02/06/marc-jacobstweet-store/#GNJeJvWbPOqb (Accessed: 20 May 2016). Fig 23 – Shayon, S. (2014) Marc Jacobs’ NYFW pop-up employs power of social currency [Photograph]. Available at: http://brandchannel.com/2014/02/07/marcjacobs-nyfw-pop-up-employs-power-of-social-currency/ (Accessed: 20 May 2016). Fig 24 – Coca Cola (2015) The art of engagement: The coca-cola difference [Photograph]. Available at: http://www.creativeguerrillamarketing.com/guerrillamarketing/the-art-of-engagement-the-coca-cola-difference/ (Accessed: 20 May 2016). Fig 25 – Yates, C. (2010) Coca-cola happiness machine interview with creators [Screenshot of Video]. Available at: https://www.youtube.com/watch?v=WOJ2dFHH9A (Accessed: 20 May 2016). Fig 26 – N/A (no date) Textured Gel [Photograph]. Available at: https://s-media-cacheak0.pinimg.com/originals/e3/36/c1/e336c1cf8976e6730583319e6981162f.jpg (Accessed: 20 May 2016). Fig 27 – Company, T.S.-W. (no date) Leaf Water Droplets [Photograph]. Available at: https://www.sherwin-williams.com/homeowners/color/find-and-explore-colors/paintcolors-by-family/SW6941/#/6941/?s=details&p=PS0 (Accessed: 20 May 2016). Fig 28 – Monogram (2016) MONOGRAM x Lisa Franklin [Product Design]. Available at: http://www.monogramlondon.com/work/lisa-franklin/ (Accessed: 20 May 2016). Fig 29 – Converse, C. (2015) DIY painted gold leaf ornaments [Photograph]. Available at: http://www.thesweetestoccasion.com/2015/12/diy-gold-leaf-ornaments/ (Accessed: 20 May 2016). 53

Fig 30 – N/A (2014) Water Waves [Photograph]. Available at: http://weheartit.com/ entry/96289712 (Accessed: 20 May 2016). Fig 31 – N/A (2014a) Water Droplets [Photograph]. Available at: https:// anonovotododia.wordpress.com/tag/top-10-verao/ (Accessed: 20 May 2016). Fig 32 – Lo, K. (no date) Satomi Charisma Packaging [Product Design]. Available at: https://www.behance.net/gallery/22350365/Project-Charisma-Full-Version (Accessed: 20 May 2016). Fig 33 – WGSN (2015) Decotech [Photograph]. Available at: https://www.wgsn.com/ content/board_viewer/#/58656/page/1 (Accessed: 20 May 2016). Fig 34 – Karen (2014) The MAC alluring aquatic lipsticks [Photograph]. Available at: http://www.makeupandbeautyblog.com/product-reviews/mac-alluring-aquaticcollection-lipstick-lipglass-review/ (Accessed: 20 May 2016). Fig 35 - N/A (2015) Glitter Background [Graphic]. Available at: http://www. silverspiralstudio.com/free-glitter-iphone-wallpaper/ (Accessed: 20 May 2016). Fig 36 – Etherington, R. (2011) Aesop grand central kiosk by Tacklebox [Photograph]. Available at: http://www.dezeen.com/2011/07/28/aesop-grand-central-kiosk-bytacklebox/ (Accessed: 20 May 2016). Fig 37 – Westin (2014) Westin Vending Machine [Graphic]. Available at: http://digiday. com/brands/westin-hotels-twitter-activated-vending-machine/ (Accessed: 20 May 2016). Fig 38 – Glein, K. (2014) Old navy Vending Machine [Photograph]. Available at: http:// www.instyle.com/news/old-navy-flip-flops-are-coming-vending-machine-near-you (Accessed: 20 May 2016). Fig 39 – Yee, T. (2015) InnisFree Vending Machine [Photograph]. Available at: https:// www.wgsn.com/content/board_viewer/#/63050/page/1 (Accessed: 20 May 2016). Fig 40 - Rozwadowska, F. (2015) Huda beauty vending machine [Digital Mockup]. Available at: http://www.savoirflair.com/beauty/8646/huda-beauty-vending-machine (Accessed: 20 May 2016). Fig 41 – Sarah (2013) Benefit cosmetics Glam up and away vending machines [Digital Mockup]. Available at: http://beautypointofview.com/benefit-cosmetics-vendingmachines/ (Accessed: 20 May 2016). Fig 42 – Burke, G. (2010) Kate Spade Pop-up Store [Photograph]. Available at: https:// www.flickr.com/photos/klingon65/5256504918 (Accessed: 20 May 2016). Fig 43 – Retail Design Blog (2013) BAUSCH + LOMB HQ [Photograph]. Available at: http://retaildesignblog.net/2013/04/02/bausch-lomb-hq-by-137kilo-warsaw/ (Accessed: 20 May 2016). Fig 44 – Eden Project (2016) [Photograph]. Available at: https://en.wikipedia.org/wiki/ Eden_Project (Accessed: 20 May 2016). 54

Fig 45 – Pub, D.T. (2014) Lacoste Pop-Up Event [Photograph]. Available at: http://www. danstapub.com/les-20-pop-up-stores-les-plus-creatifs-et-originaux/ (Accessed: 20 May 2016). Fig 46 – Nosigner (no date) Bubble Art Exhibition [Photograph]. Available at: http:// nosigner.com/case/techtile4/ (Accessed: 20 May 2016). Fig 47 – Boots UK (2014) No7 match made foundation service [Video Screenshot]. Available at: https://www.youtube.com/watch?v=K55f7T3walI (Accessed: 20 May 2016). Fig 48 - South West Photo Booths (2014) PhotoBooth [Photograph]. Available at: https://www.southwestphotobooths.co.uk/exeter-photobooth-hire (Accessed: 20 May 2016). Fig 49 – Howe, A. (2016b) LRP Sparkling Skin Product Mock Up [Digital Mock Up]. Available at: Own Image (Accessed: 10 May 2016). Fig 50 – Howe, A. Newton, A (2016d) Social Media Teaser Mock Up [Digital Mock Up]. Available at: Own Image (Accessed: 10 May 2016). Fig 51 – Howe, A. (2016d) Website Pop-up Event Map Mock Up [Digital Mock Up]. Available at: Own Image (Accessed: 10 May 2016). Fig 52 – Goode, H. (2016) Consultation Booth Mock Up [Digital Mock Up]. Available at: Own Image (Accessed: 26 April 2016). Fig 53 – Howe, A. (2016a) Consultation Booth App Mock Up [Digital Mock Up]. Available at: Own Image (Accessed: 10 May 2016). Fig 54 – Howe, A. (2016a) Consultation Booth App Mock Up 2 [Digital Mock Up]. Available at: Own Image (Accessed: 10 May 2016). Fig 55 – Howe, A. (2016a) Consultation Booth App Mock Up 3 [Digital Mock Up]. Available at: Own Image (Accessed: 10 May 2016). Fig 56 – Howe, A. (2016a) Consultation Booth App Mock Up 4 [Digital Mock Up]. Available at: Own Image (Accessed: 10 May 2016).Fig 57 – Fig 58 – Goode, H. (2016) Vending Machine Mock Up [Digital Mock Up]. Available at: Own Image (Accessed: 26 April 2016). Fig 59 - Howe, A. and Newton, A. (2016) Promotional Leaflet Mock Up [Digital Mock Up]. Available at: Own Image (Accessed: 10 May 2016). Fig. 60 - La Roche-Posay (2015b) La Roche-Posay Cream [Photograph]. Available at: La Roche-Posay Brand Portfolio (Accessed: 5 May 2016).

QUESTIONNAIRE

As part of our consumer research, we asked 50 people aged 18-25 to fill out a questionnaire to find out what brands they could recognise, and their general usage of skincare.

INTERVIEW

We spoke to Jenna who is the senior product design manager at Boots to discuss our ideas and concepts to get a professional opinion, and also to help improve or inspire our decisions.

Alex: The words and the packaging for LRP is mainly French, and even though they have the English writing very small, in general when you look at it you don’t even want to approach it. Alice: Even in Tokyo it wasn’t clear, it looked like sun cream. Alex: They say their USP is thermal spring water but Vichy and Avene also already have that as their USP, therefore cant really be one if other brands have it also. So we looked into like the trends. This one was our favourite, it’s our favourite which is sparkling skincare. Carbonated skincare, which works quite well with LRP as it works well with their USP as opposed to changing it. Alice: Because some of the girls in our tutorials are taking it a bit too far, and are wanting to rebrand LRP altogether. Its like, if you were wanting to present that back to LRP they are not going to want to change the whole brand. Jenna: Well yeah, LRP would be hard to change because it’s a pharmaceutical brand. If you made it look like ‘Simple’ or something it would be easier to shop, however it would lose the brand. I think the biggest opportunity would be the VM and merchandising, so keep the brand as it is , but make it easier to navigate through. So you could do this via social media so you know what you’re looking for when you go in or visual aids to help in store. Alex: So we just looked at other trends to show the process of how we got to where we are now. We looked into how artistic packaging has been done. We think it isn’t that innovative anymore. Then we did loads of consumer research, 50 questionnaires filled in. Only 3/50 recognised LRP whereas 98% recognised Soap and Glory and Simple. This kind of shows how two different brands, one with really artistic packaging and the other with very simple packaging both were recognizable. It shows it doesn’t really matter about the packaging so much so it could be a different reason. Then we looked into what trends we looked into and which they preferred. Now we are on to the next steps and looking at how we can use digital disruption to develop LRP. Alice: So basically, with sparkling skincare being our favourite idea, we were going to add it into LRP’s products, not all of them, just one and take it further and enhance their USP. However, one of our feedbacks was ‘your idea is too safe’, for a big global brand, L’Oreal might not think its amazing. They said how about collaborating with something outside of the beauty market. So I went away and thought what is it about LRP pride themselves on. I automatically thought thermal spring water, so then I thought about water in general which then lead me on the brand ‘Evian’ the French water brand. I found loads on how they are accredited by the French academy of Medicine just like how LRP are backed by French dermatologists. Evian also have a thermal spring water 82

spray . So this lead me on to think that our big idea could be that we add this sparkling skincare trend into Evian by creating a sparkling water bottle, but then also package it with LRP and they have a sparkling skincare product. Then we thought we could do like a vending machine idea outside a gym because people always want water after going to a gym and then thermal spray because of the salt on the skin after exercising. So we kind of thought it could go that way. Our tutor seemed to really like our idea, so what do you think to it? Jenna: I think it will be brilliant. When I worked on Soap and Glory we looked closely into skincare because they had a range that had anti ageing, combination skin, oily skin, all skin types and they didn’t really know who there customer was, or who they were going after. So we did loads of work using advantage card data from boots to see who was buying what. And actually, the biggest proportions of their customers were under 25 and they had anti ageing on their top shelf, which obviously nobody was buying into because everybody that was buying into the brand was younger. There cleansers, which were actually really good, price per ml wise were worse than their competitors. So we relaunched their cleansers into jumbo sizes, so they were great value for money. We then put them on to the top shelf and the brands in double-digit growth for skincare through doing nothing else apart from just checking the price and doing something with it. So I think there is quite a lot you can do with the brand for that target around merchandising. Alice: Its like when I worked at Mars, my mum works there too and she said that they were always fighting for the ‘eye line’ shelf. That’s one thing with LRP that they don’t have because it’s all a block and consumers just skim past it. Jenna: Yeah, and the thing with Soap and Glory was with their cleansers they were packaged really bright so we could use them through social media. They had bubbles in the formulation of the packaging and it was clear. I think its that kind of thing like with the sparkling water like how can you make it clear that that is the hero? It should be in their top shelf. Alex: Like when we did the launch of ‘Curlfriend’ we had bright pink, silver. Jenna: you don’t not want it to look like LRP, but maybe it is a bit more of theatre you can create with the products like if you shake it, it fizzes etc. Social media wise that could almost be your content driver. Alice: Well that’s what we thought, we said that if we were going to do a timeline of what we could do with putting both brands together, we could create a campaign because Evian loves campaigns especially with their baby campaign doing so well. The blue box on LRP packaging we could change to glittery or some form of holographic and then turn that into a campaign of healthy, water and everything. Alex: Water and skincare go hand in hand. Drinking water improves your skin. Were you involved with the Soap and Glory event in boots where you took a photo and it printed on products making them personalised? Some of the girls mentioned that in the focus group and said how that was really exciting and how they would go straight to that stand. Jenna: I think it is a bit frivolous though and we did do it on body washes, I don’t know if we would have done it on facial skincare. I think the trend with that was personalization and people feeling like with a gift they were getting it personalized. Personalisation is 83

such a massive trend that it is finding the way to do it for LRP. Alice: I think it is finding the way to do it without being cheesy. Alex: We were saying for the 15-25 year olds they are so different. But another thing we were potentially thinking of doing is a pop up event in a boots store since that’s the only place they sell from in the UK. And having some sort of photo booth consultation. Some of the girls from our focus group said they don’t like it when you go to a store and staff bombard you so its having something which still stands out but they are able to approach it themselves. Jenna: They are doing a trial in the boots derby store called ‘beautiful you’. It is basically a skincare consultation and a diagnostic where you go into store and have five different tests on your face and they say you are 5/5 with hydration lets say but 3/5 on ageing etc. Then you get almost recommended products like a prescription but in a beautiful way. I think something like that is worth looking into as well. Manisha: How do you get that done? Jenna: So it is on trial at the moment, but staff do it for you. Manisha: Do you just go up to any skincare specialist? Jenna: Well its only in Derby at the moment as a trial but you just go up to an island in the middle of the store. They have loads of latest finds in the middle that you wouldn’t traditionally pick up and that they don’t necessarily stock in boots but they are just like one offs. One example is Jamaican Coconut Oil which we don’t normally sell but its doing so well we might end up stocking it as a regular product to purchase within boots. They are interesting finds that are probably more instragrammable than normal general skincare. Its all about trying to make it feel like you are the best version of you. You can have it done at any age and can tailor it to you. Alice: This is what we said about being instagrammable, obviously our market, everybody is on instagram. Everybody wants to post. When we looked into trends of art and design and collaboration, everybody wants to have the new thing to post on instagram. So that’s what we thought about doing in terms of social media. Alex: We also thought of doing within out pop up event some sort of device which you could put on your skin yourself, it will tell you what products are recommended for you because again people were saying they feel uneducated on skincare. It is such a complicated thing because I have dry and oily areas. Then if they share a photo they have taken in the booth they could get a free sample of one of the products recommended for them. Because at the end of this project we don’t have the make it. I’m sure nowadays that would be easy enough to construct anyway. Jenna: I think the key thing with 15-25s is that they don’t want to speak to somebody older who is going to tell them about their skin. If it was something where you and your friend could do like lets say there was a device, I think that is probably the way to do it so they could do it at home or in store. I think the one thing I would say is, Boots are not great at getting 15-25 year olds into the store, because its not seen as ‘cool’, so is there anywhere that is cooler where you can take your event to? Like could you do it maybe in Topshop or shopping center’s close to a Boots. 84

Alice: Well I was thinking with the pop up event that box park in Shoreditch has been so popular for popups. For example, SMASHBOX did one not long ago and did really well. Alex: Even down the streets of Carnaby Street or something. Jenna: And like your vending machine obviously wouldn’t be within boots Alex: Yeah we thought they could work in university campuses, high schools. We watched the coca cola happy campaign where a vending machine was put in a high school and just gave out random things which was such a simple concept but creating such good brand awareness. Like nothing to do with coca cola as a drink but just makes people remember it, which is the whole point. We want to capture the awareness; we want to be able to get from 3% recognizing the brand to 90% recognizing the brand. Jenna: Thinking as well, where would be a good fit for the brand, which is also cool. So you could maybe have a play with what kind of places would be good. So for example if there was an opening for a new art gallery in Manchester and that might be the perfect space because it ticks all these specification points and then you can write your own criteria. We did our own campaign with Soap and Glory where we got a fashion designer to design 5 massive rubber ducks which were 6ft high and we put them in places. We had criteria to say there had to be a bar nearby because if people aren’t sitting drinking looking at it, then it is a waste of time. We had other criteria to say we need to be within 100m of a beauty shop because ultimately consumers were going to be given a coupon to go spend. There might be a few things like that where you think you could take it outside of boots. Alex: I remember when I was interning in Birmingham and Winnie and me were doing Street Style. They had Nivea doing their ‘in body shower’ pop up event where they had people pretending to have a shower in these life size showers and they were giving out samples at the same time. This was just in the middle of the streets just stopping people. That was fun. Jenna: I think another thing for that 15-25 that they are on instagram. Is there anybody brand ambassador wise that might be good to get to a different audience? I think the people that are interested in skincare will generally be people who are quite into fitness. IT might not be a celebrity but it might be somebody like that Madeline Shaw. Alex: There is somebody I watch who did a beauty post on what products she used after the gym and she did use two LRP products. So I might go read the comments and see if any more has been said. Jenna: So yeah, maybe somebody like that who isn’t Cheryl Cole, because this audience doesn’t believe in that. This audience doesn’t want a sponsor, they want personal. There might be somebody like that Madeline Shaw who is amazing and tuned into your target customer. If you use 3 or 5 different influences then I think that would be quite interesting. You could almost have a French designer for your launch, could you maybe do a limited edition travel bag to put in your gym bag? Because the VM is quite bland, if you had a pop of beautiful illustrations on a bag it would really make it stand out in store. Alex: That’s not too expensive either to product. Jenna: And you could do a promotion like if you buy 3 products you get a bag.

Alice: We could even like do it on a canvas bag and we could even get a canvas bag and get somebody to create a blue design and get it printed on the bag for our degree show. Manisha: Yeah that isn’t too expensive to actually do. Alice: Yeah it would be so cheap. Then we could get a Evian water bottle as an example, put it with an example of the packaging, have it in the bag and then somebody could take it or just have it there. Alex: I think whatever we decide to do with the events we have to do a digital representation. Jenna: But even on your Evian bottle you could do a QR code. Or the other thing that is really good and works really well in boots is wine bottles where they have that hard little collars so that is easier. Manisha: You know what I was just thinking; you know how you said to maybe collaborate with somebody within the fitness industry like Madeline Shaw. SMASHBOX did this thing where they released a palette and attached phone tutorials with the palette, which you tap on your phone and a tutorial came up on how to use it. This could work with our idea and rather than a tutorial it could be Madeline Shaw talking about health and fitness etc. Alice: Or it could even bring up the persons app like Madeline Shaw’s get the glow guide app so you could get her routines etc. Manisha: Because then it all kind of links in together. So like you said with the gym bag and the free products, its all turning into this like lifestyle. Alex: For our essay I think we have to do like a timeline of events for our campaign. They said you could either do a small campaign where it is little bits or you can do a spiky end campaign where it’s a big blow out and then trickles down. Jenna: I think it would be worth to create a pen portrait where you say your target customer is so and so she shops here, reads this.. etc. I think if you did a pen portrait, you could almost highlight all the things your consumer should have. These could all be things interesting for your social media and there might be certain aspects of the news you post on . Alex: We could ask all the girls from our focus group and give them a list of questions like what do you watch on TV etc. 5 pen portraits. Alice: And then bring up consumer profiles Jenna: You can do it on info graphic as well where if you type in everything they have said it brings you up like a visual. Like if the word gym comes up with word cloud its really relevant to your idea but lets say Vivienne Westwood came up, they may shop in H&M now but Vivienne Westwood is where they want to shop in 2 years time. So this becomes aspirational and that’s where you could then say in 2 years the brand will be collaborating with so and so or being placed in shopping centers like Cheshire oaks Alex: LRP isn’t even that expensive, it is cheaper than Clinique and Clarins. 86

Alice: I think it’s just the way they promote it. They don’t promote. Alex: If you Google their images there’s no young faces they are all middle aged women with their kids. Alice: I think its all word of mouth and if somebody’s friend uses it, then they would too. Manisha: Yeah, my friend began using LRP through word of mouth from somebody else because she had quite sensitive skin. Then she got her boyfriend to start using it and now they are loyal customers and wouldn’t use anything else. But I think unless they spoke about it they would never have used it. They just don’t promote themselves very well. But they do have a loyal customer base and there products must be good because when people use it they say how amazing t is, they just don’t promote themselves well enough. Jenna: I mean the other thing you could do is, because obviously this is there heritage and where they come from as they are a pharmaceutical brand so it’s a very different selling model in France. The other thing you can do, if you feel it needs a bit of a young injection, you could have a sub range which is exclusive to Boots. So almost, they wouldn’t sell it in France, but is there something like a travel set that you could introduce. So if from your focus group a lot of people said they love to go away, could you do a travel set, mini sizes, an absolute steal and it gets them to try that regime and it’s a good way into the brand. Alex: A lot of the girls from the focus group were saying they love a sample because skincare can be so hit and miss. They don’t want to spend money on something that isn’t going to react well with their skin. You are more likely to stay loyal to a brand once you have one product in the bag. Alice: I mean I work for House of Fraser (HOF) and we do exclusives just for HOF and you always find a customer will come into store not realizing it’s a HOF exclusive. But when I used to work in HOF Ted Baker, customers would come in and be like I only come here because you have the exclusive stuff. So, to the consumer its like that shop has the exclusive stuff, the main store doesn’t so we are going to shop here now instead. That’s a good point for LRP. Jenna: Like you were saying Alex, I think like with younger adults you can be a lot more intelligent because the brand has that heritage. Because if you are aiming at that target market and most of them probably have combination skin due to being hormonal you could almost have spot prone, with oily and dry patches, clear but dry with oily patches etc., so it’s a real point of different to other kits on the market. So these kits would be quite niche but because the brand is niche anyway you can get away with doing something that isn’t just separated by dry, oily, clear etc. Alex: Yeah because Sharlene from our focus group said how parts of her face are this but other parts of different. She also feels you do one of these consultations and it doesn’t tell you what to use because you can only pick two options or something. Alice: Yeah, like one time I can have a spot on my forehead, and another time I can have one on my chin. My skin is forever changing. Jenna: Ive done them before where its like what is your biggest concern and im like

everything. You could even do things like ‘Sunday Night Kit ‘where it’s a perfect pamper for blemishes, or you could do something like ‘Weekend Away Kit’ where you have a spot rescue stick, a powder or something. Alice: Or like an ‘Evening Kit’, because they say at night that is when your skin recovers. Alex: Even like a ‘Post Gym Kit’ because they were saying that the salt from sweat is really bad for the skin and clogs the pores. Jenna: and maybe its within those kits that you get those money cant buy extras like subscription to Madeline Shaw’s app for a month or money off a graze box. You could almost have different ones; they could be quite different in design. They could be on your top shelf and that’s what actually could make it different to attract the consumer. You could even take them to other shops which link and sell a few there. ASOS are another brand nailing that target consumer; Boots have started doing a thing now where you can pick up your ASOS parcel from Boots. This is all because ASOS are amazing at targeting this customer group and were not so we are just desperate to get them into store even if they are just coming in for a parcel, it could potentially lead to them buying something. I wouldn’t think of boots as your only link. Thinking of how you could use technology, Ipads is one thing that’s being used a lot in stores to navigate or educate customers but it’s been overdone and you want something innovative. The other thing I have recently seen is a intelligent mirror where you see a projection of yourself. So maybe something like that. I think because it’s a university project and you don’t actually have to make it , go crazy. I don’t know if you’ve seen in Japan where they had them virtual Tesco’s where they are projected on the walls and you just choose what you want but there is no actual shop there. Alex: I went to one of their department stores and I walked around and they had an Ipad and you could try on all of their lipsticks via the Ipad so you could see what it would actually look like on. Any colour you wanted. It was so cool. Jenna: And I think, something like that I would think just push yourselves a bit further than what you see in store now. And I think the big thing about this generation now is ingredients and origin and not being tested on animals and all those things. Alice: Because there has been a big thing about MAC hasn’t there? Well basically there has been pages shared of a white rabbit whose furr is shaved and you can obviously see where they have tested the ingredients on this little rabbit and it pulls on your heart strings because its this cute little rabbit and then you see ‘MAC girls think there beautiful’. Alex: Sometimes its just people attacking the brands though. Alice: Yeah you’re right I have only seen it once but you still don’t want them negative connotations surrounding a brand. Jenna: Even things like testing on animals, We make sure we don’t test on animals and we make sure our suppliers done however, if they are buying something of someone else that test on animals its hard to filter down. Alex: Yeah I think that’s what it is with MAC. I don’t think they test on animals, but suppliers down the line do which is where this bad publicity has come from. 88

Jenna: And I think in places like China it is seen as normal to test on animals. Alex: L’Oreal have started to create skin in petri dishes so they can test on that as opposed to real skin and it works the same. Jenna: And I think for this brand it is probably a big thing because people think it is made in France and its all natural Alex: They also work with cancer research and skin trusts so they have to be trusted. Jenna: I think if you look at all their CSR stuff there is probably things you could do with all of it. So if it is that they don’t test on animals and actually for your generation that’s really important, is there something you could do charity wise? Maybe even with like one of those kits we mentioned earlier that one is spotty and it goes to like an animal charity or something. Because they will be really strong CSR wise if they collaborate with charities and skin cancer trusts. It gives you a good kind of heartbeat of events throughout the year. Alice: That’s why Evian was really good to link with because they are obviously with the French academy of medicine, when it was first found it was claimed to have cured this guys kidney stones so it kind of all links. Which is why I thought they would be good to collaborate with. Alex: Its like with LRP they claimed that horses legs got cured by LRP’s springs. Alice: So I think that’s a lot to go off isn’t it.

SPARKLING SKINCARE TESTING FOCUS GROUP

After bringing back some sparkling skincare products from Tokyo, we testing the concept on our consumer to see if they would actually find it desirable. We then got their feedback on the product testing and also asked for their opinion on our strategy concepts.

View the testing video - https://vimeo.com/167266840

Alex: Do you feel the need to be educated on skincare? Like skincare routines or what products you should be using for your skin? Vaishali: Not now, I feel like you get that when you’re a little bit younger maybe? Rebecca: I think you do, because I think before I had a skincare routine my skin was really bad and now I’ve got one it’s improved a lot more. I learnt that from Youtube videos and stuff. Vaishali: Blogs too. Jenny: Yea, I learnt from YouTube. Vaishali: I like, you know if you go onto Boots and they have recommended products and also peoples reviews on there. I always find them quite helpful. Jenny: I pick up from friends as well, from what products they use and recommend. Like I used to just use moisturiser when I first came to university and now I cleanse and do day and night creams as well. Becky: I still think I could change mine because I don’t tone. Jenny: Toner doesn’t agree with my skin. Vaishali: I used to, but then I found that my skin has got drier over time rather than when it used to be oily and I found that when it was oily toner was good but now it’s drier nothing seems to like it very much! Alex: Have any of you ever had a skin consultation in a store or anything? Or have you just done it via digital platforms. Rebecca: I think I would quite like to. Jess: I know they do it in Kiehls. They do a skin patch test to see how much oil is in your skin. Vaishali: I know the Body Shop have it online. Jenny: Oh yea, I’ve used one on the body shop before. Alex: Do they just ask you questions about your skin on there? Vaishali: Yea! Jenny: Then they recommend their products for you. Vaishali: They don’t just suggest the range, they’ll mix and match. I know I mix and match between 2 completely different ranges, because that works for me. But I do find sometimes with online questionnaires that I can find them quite difficult because well I’m this but I’m this but I’m this and I can only select 2 options. It would be interesting to see an in-store one and see how it compares to doing it on your own. Alex: So this is now more about the promoting of the actual product, for example La

Roche Posay looks very similar to other companies around it and we want it to stand out and we need to do it via a digital disruption. So, do you enjoy in-store pop up events and have you ever been to one? If so, what was it and did you enjoy it? Vaishali: What do you mean by in-store event? Alex: So a pop up event can basically be something like, some brands have had photo booths and things that just make the brand stand out a bit. They may have a whole corner dedicated to them rather than just being at the shelf or they may have more professionals come in. Vaishali: I think that can entirely depend on the brand and what they’re doing. Becky: There was one at Soap & Glory wasn’t there? You could take a picture of yourself and it would print it onto the bottle. Vaishali/Jenny/Rebecca/Jess: Oh cool! Alex: So what we’re thinking of doing is some sort of vending machine, we’re thinking of collaborating with water brand and whilst we add sparkling to our product, they would it add it to theirs too and it would be a vending machine that would mean you get a free sample of the skincare when you get a bottle of water. We were thinking that could be outside gyms or inside Boots stores as well. The other one we’ve been thinking about is having some sort of Photo Booth consultation in the corner of stores and you would go in and it would have some sort of device that would tell you what your skin is like and it would recommend the products for you and then you get a little Photo Booth session afterwards and if you share it on social media you get a free sample of a product to try as well. So just those kind of fun events. Vaishali: I think samples are always good. Becky/Rebecca/Jess/Jenny: Yea! Vaishali: I love getting samples. Rebecca: Even when you get a free sample in a magazine, they’re always really good and you think oh that works and I’ll probably buy it. Alex: Yea, because it’s more about the brand awareness, I don’t know how many of you here actually know the brand well. Vaishali: Yea I think, I know the Body Shop do it again and when you go in they give you little samples of the testers. That always appeals to me. Alex: I’ve also heard about one event, I can’t remember the brand off the top of my head but they had a pop up store and if you went in and tweeted about the products or the brand or took a photo of the brand, you were allowed to take a free full sized product home. Rebecca: That sounds so good! Alex: That was all about brand awareness and letting people know about the brand. As soon as you get one product you’re more likely to stay loyal. 98

Becky: I think everyone likes a sample. Alex: Another one was when I was interning in Birmingham and Nivea were advertising their in-shower body moisturiser and they had 2 showers with people pretending to be in the shower whilst others were giving out free samples to passers by. That was quite an interesting one. That’s what I mean by, if you knew something was going on or if you were just in a shop and saw something standing out, would you go to it? Rebecca: It depends if I knew of the brand or not. If I knew about them and their products I would be more likely to go over and see if I could get anything free. Alex: So you would rather something that was a little more digital and do it yourself rather than having loads of people around. You’d rather something that would entice you without jumping out at you. Vaishali: Yea there has got to be such a balance between the digital side and the personal side. Becky: I would go over if it was interesting but if someone was hounding me down then I probably wouldn’t. Alex: So something a little more natural? Becky: Yea. Alex: Okay, so the last thing was basically, do you think a collaboration with Evian would be a good idea? Because Evian is known by so many, I’m guessing everyone here would know who they are and collaborating with La Roche-Posay because both of them are from France, they both are obsessed with their special spring water and we thought they would work well together hand in hand. So they can help lift the skincare brand and obviously taking care of your skin and drinking lots of water go hand in hand. Vaishali: I think it could support, I know that Evian already do a facial spray. Alex: Yea we were looking at that. Vaishali: Maybe they could make that range bigger and it’ll help both of them. Rebecca: When you think of that brand it’s all very clear and if you have that association with your skin as well, I think its quite a good association. Vaishali: It’s quite natural and neutral as well. I think La Roche-Posay is more towards female. Alex: They’re meant to be unisex. Vaishali: Yea I guess it’s quite neutral and Evian is quite a neutral brand as well. Alex: It’s just blue and white, very simple and clear. Becky: Yea I think so Jess: Yea I think it would work too.

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MINUTES Date: 29/09/15 Project: Live Project Members: Alice, Alexandra, Manisha Straight after the briefing we had from Rose and Eli on 29/10/15 we decided to create a Facebook group that we could all use as a point of contact. In that group we discussed what jobs each member could be doing for the next tutorial. We divided up the tasks on the brief and set out on doing them. We agreed that Thursdays were our best day to meet up weekly to discuss our findings and any other outstanding matters. Date: 5/11/15 Members present: Alice, Alexandra, Manisha Our first meeting was really productive; we brought gathered market research, WGSN beauty trends, SWOT analysis of the brand and overall research on LRP itself. From this we discussed what we found and how we could begin pulling key insights out of the research to begin making sense of it all. It gave us the opportunity to also compare personal strengths and found that our group was a perfect mix of the FCP process. Date: 23/11/15 Project: Live Project Members Present: Alice & Alexandra Today we went through picking out key insights from our key trends gathered. Plus, we made a research methodology table to visualise our primary research journey and to talk about the strengths and weaknesses of the chosen research methods. Finally, we began picking out dates for our cultural calendar and critical path. Date: 27/11/15 Project: Live Project Members Present: Alice & Alexandra This was a brief meeting to discuss what work needs to be done before the Christmas break. We split the work up: Manisha – Cultural Calendar, Primary Research Alexandra – Primary Research Methodology Table, Creative Primary Research Alice – Critical Path, Primary Research and pulling out key insights from secondary research This MUST be done before Christmas to ensure we are on brief. Date: 5/12/15 Project: Live Project Members Present: Alice & Alexandra In this meeting, Alexandra and I decided to re-read the brief thoroughly to refresh our memory of what the task actually is in hand. We noticed that our research was taking us way off topic of what Loreal have briefed us therefore, decided to re-work our research and begin going down other routes as we felt we had gone a bit too far down a ‘rabbit hole’. Our research took us to looking into beauty and technology trends on WGSN and how Beauty VM is changing. We found some insightful research and began generating some specific ideas with insights and backed up information. At the end of the session, we agreed we would change our primary research slightly to coincide with the new take on the brief as well as doing some perceptual maps to help us understand where LRP sits on the beauty map. 112

Date: 9/12/15 Project: Live Project Members Present: Alice, Alexandra, Manisha Today we informed Manisha of everything we had found so far and how we came about a new lead of research. We also began looking into the technological side of VM and how it’s changing the industry of retail with interactive environments. We are now planning on looking at Mintel reports on our proposed consumer and if there are any on beauty and technology to help us get some statistics to make our research more credible; plus we can then begin to create a PEST analysis which will then benefit our viability when thinking of our Big Idea. Date: 12/01/16 Project: Live Project Members Present: Alice and Alexandra Today we gathered all of our information from over Christmas; the questionnaire was written up into a more comprehendible manner and began our presentation plan for the Interim Presentation. From the questionnaire we’ve done, this helped us pull out less obvious key insights to talk about in our presentation. Date: 14/01/16 Project: Live Project Members Present: Alice, Alexandra and Manisha In this afternoons meeting we put together our mock presentation ready to present to Rose tomorrow. We tried to make the presentation as on brand as possible with colour palettes and layout. As a group we also delegated slides to the person that knew that area most and had done the work so that our presentation would be as detailed and concise as possible. We also discussed what we needed to do in time for the Interim Presentation to industry experts to ensure we are giving ourselves the best possible opportunity to impress. Date: 22/01/16 Project: Live Project Members Present: Alice, Alexandra and Manisha This morning’s meeting was to go over our feedback from the presentation and rectify any problems with our research and presentation. We also began our idea generation and big idea process to add onto the presentation. Date: 25/01/16 Project: Live Project Members Present: Alice, Alexandra and Manisha Today we decided to meet to perfect our presentation in time for our presentation on Friday infront of industry professionals. We managed to visualise all of our primary research and slides after getting feedback on needing a more visual approach. We also wrote up our presentation ready to be sent with our slides to L’Oreal before the end of February. As a group we discussed the Idea Generation and how our insights can be led to back up our ideas and create a fully formed Big Idea with relevant research and statistics. Alexandra and myself have planned to meet again on Thursday to have a final run through of the presentation as Manisha will not be present on the day of presenting. Date: 19/02/16 Project: Live Project Members Present: Alice and Alexandra This morning we met to discuss the next steps of the project and to begin really getting 113

into our digital disruption and begin to bring our creative concept to life. Since getting feedback from Eli saying we are being too safe with our idea we have re-thought and come up with a new idea for the execution. Therefore, we researched into Evian water brand and thought “Why didn’t we think of this before?” going down a rabbit hole has definitely paid off for our idea. So, as a result we can begin to work on a really exciting idea that begin to contact graphic and product designers to help us out. Date: 25/02/16 Project: Live Project Members Present: Alice, Alexandra and Manisha We wanted to quickly meet this morning as we had individually come up with some exciting ideas for the rest of the project and wanted to run them by each other before the tutorial tomorrow morning. We have all come to an agreement that we are, from now on, going to meet every week and bring sketchbooks, ideas and sketches so we are all up to date. We have also discussed further how we go about signing some Graphic and Product Designers to help us collaborate with our work. Date: 29/02/2016 Project: Live Project Members Present: Alice, Alexandra and Manisha To our excitement, we managed to secure an interview with a Brand Developer and specialist, Jenna at Boots. Therefore, this morning we went to Head Office to discuss our big ideas with Jenna and see, from a marketing point of view what she thought of our ideas. She looked through our interim presentation to gain information on what we were doing and the project itself then we went on to discuss what our next steps are with the second mission and where we want to take it. This was a really effective and helpful experience for us on this project as she gave us insightful knowledge to promote market and develop La Roche Posay. She helped us progress our current execution ideas with our consumer in mind and how personally, she would go about it from a beginners point of view. This has made this project really exciting and something we really want to excel in; it has motivated us as a team and created a tangible target for us to focus on. Date: 07/03/2016 Project: Live Project Members Present: Alice and Alexandra This morning, we met up to discuss our presentation plan for the next presentation to Eli and Sarah on the 22nd. We felt we wanted to be a lot more organised for this presentation in terms of knowing exactly what we’re saying on each slide as these slides are going to be a lot more visual due to us being in the creative concept stages of the process. We will need to be able to discuss and explain all our visuals and how we came to that conclusion. So we made our presentation plan and sent out an email to Eleanor Clayton to send on to 2nd and 3rd year product design students to see if they’d want to help us out on mocking up some ideas for our execution. <Easter> Date: 18/04/2016 Project: Live Project Members Present: Alice, Alexandra and Manisha Today we met to discuss our final execution, creative concept and writing ideas. After receiving our feedback we now know what changes need to be made to bump up our grade. We have made really good progress with our product/graphic designer and have 114

started to see some really good designs that match our visuals. We wanted to go ahead and start writing to ensure we stay on top of our time management so today was our chance to lay our writing out. Date: 22/04/2016 Project: Live Project Members Present: Alice and Alexandra This meeting was predominantly to continue our writing of 3000 words. We also looked at previous years reports and projects for inspiration, doing this gave us a guideline on how we want to begin our writing style and how much detail we need to put into each topic of the writing. Date: 10/05/2016 Project: Live Project Members Present: Alice and Alexandra This afternoon, myself and Alexandra met up to re-do and update the presentation ready to show as a practice for Rose on Friday. We knew that a lot of things needed to be changed by the final presentation and certain information needed to be cut and replaced with updated stuff but this was all part of showing our development from this Friday to the final presentation. We also finalised who was writing which 1,000 words for the report so we could begin writing that. Date: 16/05/2016 Project: Live Project Members Present: Alice, Alexandra and Manisha Today we wanted to meet to begin making the changes we got as feedback from Friday’s presentation. We knew that we needed to make a whole new presentation instead of just adding to it so today that is what we did as well as do a check up on how people were getting on with their writing and visual documents. Date: 19/05/2016 Project: Live Project Members Present: Alice, Alexandra and Manisha This meeting was to predominantly sit and do our 1,000 words individually and make sure they all flow together as well as making a checklist for what we need in our appendix and visual document as its imperative we all have the right information. We also agreed to meet up again this week before the hand in to ensure we are fully prepared for it. Date: 20/05/2016 Project: Live Project Members Present: Alice, Alexandra and Manisha Our final meeting before handing in our visual documents; today we went over any last minute checks and went through everyone’s writing one last time to ensure its all correct and in the right place to explain our idea fully. Once this was completed we could then move onto re-designing our presentation ready for next week’s final presentation to Eli and Sarah as this is also imperative to have spot on and fault free as we are all determined to do the best we can when it gets to presentation day.

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