Sleek project: new beauty product

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Sleek Project Tiffany Bayliss, Emily Allen, Felix Xavier Chawner-Nyss, Amy Livesey & Hannah Bartter-Clamp

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Contents 4 5 6

Ethics Clause Introduction Methodology

8 9 10 11 12 14 15 16 17

Brand History Brand Awareness Consumer Engement Brand DNA Brand Positioning Map Target Consumer Pen Portrait SWOT Analysis

18 19 23 24 26 27 28 30

Section 1 - Brand Context

Section 2 - Market Analysis

PESTLE Analysis Market Health Macro Trends Micro Trends Cosmetic & Beauty Trends What’s Hot & What’s Not Competitors Analysis

32

Section 3 - Innovation Strategy

33 34 36 44 50

Shortlisting Ideas Opportunity Platforms Idea 1 - i-Prep Idea 2 - Brow Boost Idea 3 - Bacteria Blasting Brushes

56

Section 4 - NPD Launch Reccomendations

58 59

The 4 P’s Promotion & Marketing

61 62

Section 5 - Project Plan

Time Plan

66 68 69 70

Illustrations References Bibliography Appendix 1-10

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We confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Â

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Introduction This report will look at the brand Sleek, their current position in the market, brand awareness and an analysis of their competition. Both primary and secondary research will be conducted in order to gain clear insights into the brand and what consumers want from beauty products.

Current trends will also be analysed to get a clearer understanding of what is going on in society and especially the beauty sector. New and innovative product ideas will then be created that are capable of appealing to existing buyers, as well as bringing non-users into the franchise.

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Methodology Both the primary and secondary research helped give a better understanding of what consumers want from cosmetics as well as what beauty trends are currently driving new products. The research will enable an in depth understanding into any gaps in the beauty market, as well as providing both qualitative and quantitative data to backup product ideas.

Primary Research

Store Observation A store observation was undertaken in the Nottingham Boots store on 30/01/18 around lunch time (1-2pm), this allowed for insights such as actions and responses of the consumer and any surprises and frustrations which the consumer went through during the shopping experience. This research method also helped produce a wider and more in depth understanding of the store layout, advertisement methods and purchasing habits of consumers.

Shop Safari 3 shop safaris were conducted in Nottingham and Lichfield, in Boots and Superdrug. This research allowed for insights to be taken on different categories in and outside of the beauty market, in both the males and female product sectors while observing consumer behaviour.

Also gaining information from workers and shop assistants gave awareness on popularity of different products under different brands, it gave a chance to ask questions on personal opinions and what worked well for them in their makeup bags.

Surveys 2 online surveys were conducted through survey monkey to gather quantitative insights from consumers. Both shared on social media and LinkedIn to target both females and males aged 18-30, they accumulated 100 responses each. The questions were constructed to be able to understand and evaluate consumers opinions and views on the beauty market, existing products, new innovative products and current trends.

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Figure 4

Social Media Polls 3 quantitative polls were carried out on Instagram each gaining over 100 respondents each. These were conducted in order to find out more about Sleek as a brand, consumer awareness and to gather information for the brands over all engagement with it’s consumers through their products, marketing and website.

Focus Groups Qualitative research was carried out through focus groups to gain a more in depth understanding on consumers opinions and thoughts to help ensure the innovative products which were created would ensure Sleek’s target market would purchase, this research allows for ideas to evolve.

Competitor Analysis

Brand History

Trend Analysis

Secondary Research

Multiple secondary sources were used through this report which is shown in the diagram, to enable an in-depth understanding of the brand through annual brand reports and the overall market through Mintel and annual market reports. Also, consumer insights were gained through social media and blogs this allowed for a greater look into what consumers were missing from their makeup bag.

Market Data

Consumer Insights

Competitor Websites Mintel Brand Website Annual Brand Report WGSN Frost & Sullivan Annual Market Report Mintel Social Media Blogs Page 7

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Section 1

Brand Context

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Brand History

1989

Figure 8

Figure 7

Figure 6

Sleek is one of the fastest growing mass market cosmetics brands in the UK (Brookman, 2017) now being sold worldwide, with over 150 different products providing high pigmentation and quality for all skin types.

1995

The brand launched pigments which could be used on any skin colour.

Sleek as we know the brand today.

Figure 9

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Sleek was created in the U.K.

2006

2015

Acquired by the Walgreens Boots alience

2017

Launched in the USA and Asia.

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Brand Awareness Primary research was conducted through social media, Instagram, to gauge an idea of how aware consumers aged 18-30 were of the brand.

Are you aware of the make-up brand sleek?

Yes – 66%. No – 34%.

Do you own sleek products?

Yes – 46%. No – 56% Do you follow sleek on any social media?

Yes – 4%. No – 96%.

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Consumer Engagement

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Engagement online allows a brand to educate their consumer on a regular basis. “According to HubSpot, social media produces almost double the marketing leads� (Edgecomb, 2017) and is a simple way of getting information quickly and easily to a specific target audience. Sleek has a loyal following on all platforms these mostly being beauty gurus, make-up artists and loyal fans of the brand from the beginning.

1.1m

850K+

174K+

25K+ Page 11

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Brand DNA

Vision To become a $100m brand in 2020.

Consumer Truth I believe whatever anyone wants to be, let them be.

Purpose Sleek exists to celebrate the vastness and differences of world’s people.

Essence Boldness, Inclusion, Expression Promise Sleek champions everyone’s right to define their individual beauty without boundaries.

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“Sleek is a young and vibrant brand that celebrates diversity and encourages young women to create their own look�.

(Smith, 2018)

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Brand Positioning Map PREMIUM

MATURE

TRENDY

On the perceptual map we have placed Sleek where it currently sits in the Cosmetic markets with its main competitors situated around them. This was analysed on the axis of Premium and High Street and also Mature and Trendy as we thought these would be relevant and effective.

HIGH STREET Page 14

Figure 14-31

Target Consumer The target consumer of Sleek is someone of the age 18-30, of all genders and ethnicities, as seen often through Sleeks campaigns and advertisements.

They target someone who isn’t afraid to stand out and be bold with their makeup, they are confident and love a full face of makeup. The Sleek consumer loves to try new things and not stay within boundaries. Sleek target this consumer because of their brands stand out lipsticks, bold highlighters and highly pigmented eyeshadows.

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U O I

T I B

AM

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T A E

CR

R E K

T N E

ID

F ON

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C Figure 32

K S I

L A T

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V I T

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I R E

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TA

P X E

A V O

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Figure 36 Figure 35

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Meet Casi......

Casi is 22-year-old, from Northampton and has just started her career as a photographer.

Makeup is her life and she takes pride in the way she looks. She is obsessed with buying makeup and isn’t afraid to try new looks. Casi spends a lot of time with friends, and enjoys getting dressed up for nights out, as it’s an excuse to be extra bold with her makeup.

She also enjoys online shopping and when she isn’t shopping for makeup, she is looking at clothes on ASOS and Boohoo. She cares about her appearance and likes to pamper herself, as she often goes for spa days with her sister. Casi loves her social media especially Instagram and is heavily influenced by beauty bloggers on best products to buy.

Why Sleek?

Casi loves the look the Sleek products can give her at such a reasonable price. The bright colours and highly pigmented shades allow her to create bold makeup looks that last all day and night. Her favourite product is the Sleek lipstick in the colour Dare, as it gives a dramatic look that lasts for hours.

Figure 37-43

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SWOT Analysis

Strengths As a brand, Sleek have a strong brand -

Weaknesses

vision and what they want to achieve in the future - The brand creates products of high quality, such as their high pigmented eyeshadows and best-selling highlighter - Sleek also have a strong heritage, sticking to their roots.

- The brand celebrates all cultures as their pigments show up on all skin tones.

- Strong marketing campaigns which empower women and men to use make up in creative ways, this can encourage consumers to purchase from the brand due to the strong message.

- The brand lacks new, innovative product ideas.

- Low brand awareness in comparison to competitors for example in Appendix 7 – found that 66% of participants were aware of the brand but did not follow Sleek on social media.

- Packaging is plain and lacks colour which could put consumers off at first glance pushing them to competitors.

- A shop safari (Appendix 3) found that Sleek’s section was “dark, empty and easily missed” and it also needed a restock of products. This could discourage consumers from making purchases.

Opportunities - The brand could create new target

Threats - Competitors have similar products at

markets by selling more products.

- They could also launch new product lines, e.g. a nail varnish range.

- As the brand grows they could offer and bigger product stand within cosmetic stores to stand out from competitors.

- Sleek’s small male target market could be expanded as more men are beginning to buy into the male beauty industry due to the growing pressures of looking good. (Janowski, 2018)

similar prices.

- The brand is falling behind with current macro and cosmetic trends.

- Competitors have began to sell more innovative products.

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Section 2

Market Insights

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PESTLE Analysis Overall

Sleek

Political

- The uncertainty of Brexit means it is difficult to predict what the political landscape will be in the next 1,5 or 10 years.

- International politics is also unstable and this can impact on businesses who import and export.

Sleek operate internationally and produce their products in a range of countries and therefore will be affected by political changes and instability. This also leads to a variance in taxation.

The impact of Brexit and how Sleek operates within the UK and the EU will be uncertain for several years.

The potential impact of the political behaviour of the President of the USA could impact on the operating environment for Sleek in the USA.

Economic

- According to BBC News, the unemployment rate is set to rise by 0.7% in 2018. The hair and beauty industry is to add almost 50,000 jobs to the UK economy. (BusinessMatters, 2018) - The minimum wage and the London Living Wage will all impact on the economic environment of the beauty business as workers traditionally earn lower wages.

- Interest rates rises both in the UK and the USA will impact on consumer spending overall.

When unemployment is, high consumers become more aware of their spending habits, as makeup can be considered more of a luxury item this could decrease their chances of purchasing.

Sleek needs to work on their USPs and encourage consumers to purchase from them over competitors.

With the uncertainty of Brexit, Sleek must ensure they watch all costs when importing and exporting and they may rise and fall more than usual.

Trading costs once Brexit has taken place remain unknown.

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PESTLE Analysis Social

- There is a diverse range of cultures and races moving and living in a range of different countries wanting to buy into the beauty industry.

- “65% of teens now use social media to discover make up lowering the entry age to cosmetics” (Kestenbaum, 2017) - In 2015 cosmetics companies spent £50 million on advertisement, there has been criticism for selling unrealistic expectations for their products causing women to feel less attractive (Unknown,2017) - The 21st century has seen a rise in the ‘throw away culture’ where consumers what fast cheap fashion and accessories that they can use and abuse, quickly switching to new products. Price point is important.

- There is a move towards how a product makes a user feel as opposed to what the product actually is.

”31% of the global population engage in Technolog- social media activity” (Schneider,2017) ical Technology advances are allowing brands to offer a more personalised service, virtual makeovers and automated retail outlets.

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With a more diverse range of cultures and races living in the U.K. sleek must ensure they have a colour palette that appeals to all, according to the Sleek website they currently have 24 shades to support this.

A younger age of consumers has begun to use make up. A study revealed that “20% of females aged between 8-18 feel unappealing and undesirable” without make up. This is a topic which sleek must be sensitive too and work to ensure that women are empowered by makeup.

They currently have multiple campaigns to work alongside this; My Face My Rules and Let’s Talk Makeup Shaming.

There are a number of cheaper competitors with higher quality items. Sleek need to maximise on the overall experience that their product offers the consumer and how it makes them feel – not just what the product looks like and is.

Sleek as a brand needs to improve their social media presence as their target consumer is a frequent user of these platforms.

As technology advances, Sleek must keep up with these trends to ensure the brand stays in front of competitors for example; investing a foundation matcher or an app which you can try on shades before you buy.

A good interactive website, supported by an app would also help with the brand development.

PESTLE Analysis Legal

European cosmetics states that you must have a list of ingredients and the best before date on cosmetics.

California introduces new bill to end animal testing for cosmetics coming into effect January 2020. (Parsons, 2018)

Sleek must ensure that they are abiding by all laws and working correctly under each country’s individual needs. They must label their products correctly depending on which region they are selling to.

Animal testing is an uprising topic which customers are investing time into, Sleek must continue to not test on animals which means they must remain working outside of china due to their animal testing laws.

Ethical

Consumers are becoming more aware of what products harm the environment and themselves. Euromonitor’s health and lifestyle survey revealed 6 in 10 buyers prefer natural ingredients. (Kay, 2016) Zero waste policies are beginning to come into action across many major cities and countries as they’re reviewing the amount of waste produced by industries, the beauty industry fits into this as products are not reusable or recyclable. (Matusow, 2017)

Sleek could support sustaining a more ethical practise by working towards recyclable and reusable packaging in the near future. With consumers wanting to save the environment Sleek could work towards having a product which you could fill back up instore so you won’t have to throw away any rubbish or product which has less packaging.

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Market Health The Sleek brand can position itself within in the beauty market, primarily focusing among colour cosmetics. The colour cosmetics market was worth £1.643bn in 2016 with a predicted 36% growth by 2021 by mintel. Consumer spending on beauty increased by 2.8% in 2017 making the beauty market as a whole worth an estimated £5.1 billion with Mintel predicting it to be worth increase by 21% within the next 5 years. Several different companies dominate the market with L’ORÉAL (urban decay, NYK) being at the forefront.

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Macro Trends Gender Fluidity

Gender fluidity is a macro trend that has been on the increase in the last few years. Society is no longer firmly divided into men and women and over the last few years these rigid lines have rapidly disappeared. Genderless toys, clothing and beauty can be seen everywhere in todays society.

Health & Wellness

The rise of health and wellbeing in recent years has seen a shift in consumers aspiring to achieve a healthy mind, body and spirit, viewing their physical and emotional wellbeing holistically. The definition of ‘healthy’ now encompasses one’s emotional state as well as their physical as the two entities are now seen as having a symbiotic relationship.

APPLYING THE TREND There is an opportunity for cosmetic brands to link their products and services with factors which make the consumer feel emotionally satisfied for purchasing the product as well as physically. For example, strengthening feelings of positivity and ‘caring for oneself’.

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APPLYING THE TREND Makeup up is no longer advertised as being just for women, boys are now used to both promote and advertise the products. Brands ar making efforts to target their products at both sexes and the stereotypical divide between what boys and girls should and can wear on their face is starting to disappear.

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Sustainability

Concerns with the climate challenge is leading to a growth in the type of consumer who is conscious of their purchasing choices on the environment and their carbon footprint. This consumer chooses products with a knowledge of their raw materials and source origins like never before.

APPLYING THE TREND With the rise of the eco-consumer, it is more important than ever before for cosmetic brands to embrace transparency and show the consumer what they are doing as a brand to combat sustainability issues.

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Micro Trends Time Saving

Personalisation

Personalisation allows a brand to create a bond with consumers as it makes the products specific to their needs allowing them to feel special, these may be more expensive but they have more to them than ordinary products.

APPLYING THE TREND Makeup brands incorporate personalisation to make their products more desirable, for example technology that matches your skin tone match to a foundation shade. Multiple brands on the market, No7 and Estee Lauder are incorporating this into their collection.

Sleek could work to more towards a more personal take on their different products to keep up with this growing trend.

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Saving time continues to be about new attempts to buy time beyond convenience, with consumers outsourcing more aspects of their lives. Brands are beginning to offer products that will help consumers in the long run to have more time to do the things they love. New research from IT company Rackspace found that UK consumers are using apps and online services to save themselves an average of 2.2 hours monthly.

APPLYING THE TREND Sleek must create time saving products as the looks which Sleek consumers typically go for are bold, extra and bright.

Sleek could create a product which offers more than one process in a small amount of time, this could be difficult due to sleeks low price point but existing products could be put together to make multi-use appliers.

Branding & Packaging Futures

As technology advances, consumers are expecting more from packaging, how the product appears from colours and size, to sustainable materials plays a vital role in a consumer purchasing decision.

Branding is also one of the most important aspects of any brand, “an effective brand strategy gives you a major edge in increasingly competitive markets� (Williams, 2017).

APPLYING THE TREND Grabbing the attention of a consumer can be difficult instore amongst competitors which is why sleek need to ensure their packaging and instore stand reaches out from the rest. This could be done by striking images of makeup looks and bright lights on the counter. Sleek could work towards more sustainable packaging and work practice.

Figure 48

Latest Cosmetics and Beauty Trends Hyaluronic Acid

The Hyaluronic Acid skin care trend was one of the biggest trends in 2017 and is expected to continue. This is due to the Hyaluronic Acid securing moisture and glow in the skin which also helps the skin look and feel youthful. The product helps with the connective tissue, holding its elasticity keeping the skin soft and healthy. As healthy, glowing skin is what people want this trend has been and is continuing to be one of the top cosmetic skin care trends. This relates to Sleek as our idea will incorporate Hyaluronic acid within the product ingredients as this will moisturise the skin and to keep up to date with the current skin care trends.

Natural Look

The natural look trend has recently been announced as a main micro cosmetic trend in Vogue. This is due to consumers wanting healthy skin, looking youthful and fresh. This all begins with a natural makeup up look. To be able to achieve this the consumer needs to incorporate skin care into their daily routine to ensure their skin is clear and fresh. This applies to Sleek and our product as more and more consumers are wanting nudes and natural colours, making their skin look natural. There are also ingredients in the new product which ensure the skin is moisturised and fresh. Interpreting this trend will also ensure that the brand is up to date with the current skin care trends.

Retinoids

The retinoids skin care trend has become mainstream as this is a vitamin which cares for the skin. Vitamin A is one of the main Retinoids as this is an essential skin moisturiser. Retinoids are becoming an increasingly popular trend as they revitalise the skin with a simple application. They have even been forecasted to take over the Hyaluronic acid trend in the future. This is relevant when working with Sleek and creating a new product because the product will be incorporating Retinoids within the ingredients, for example Vitamin A, C, E and K. This is to ensure the product is up to date with the current trends and to create an revitalising product which is good for the skin.

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Bright Lips

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Feathery Model Brows

Gold Highlighter

...What’s Hot

Through secondary research these were found to be the hottest trends on the beauty market in 2018.

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Water Weight Foundation

Figure 55

Skincare

Figure 54

Figure 53

Gliter Eyeshadow

Figure 58

Figure 57

Figure 56

Pink Blusher

Over Bronzing

Over Plucking

What’s Not...

These were found to be trends on the beauty market which consumers had fallen out of love with or have stopped following.

Thick Eyeliner

Figure 61

Over Contouring

Figure 60

Figure 59

Spider Lashes

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Competitor Analysis

Brand Essence

Boldness, Inclu- Dupes, Afforda- Young, Colourful Playful, High sion & Expresble & Accessible & Affordable Quality & Vision brant

Difference

Developed to ensure that all skin types were catered for

Best Selling Products

Target Market

Brand Presence

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Collection is one of the most affordable brands on the market, creating a line for consumers will a smaller income Highlighting Conceal&Define Velvet Kiss Lip Palette, Matte Conealer, PreCream, Fast Brow Gel, Lasting Lip Shades, Con- cision Contour touring Palette Brush Set, Ultra Perfection Concealer 32 Shade Eyeshadow Palette 18 - 30 year old 18 - 30 year old 18 -30 year old makeup enthusi- females females asts In high street stores and online worldwide

Created to provide consumers with a cheap version of expensive products on the market

Sold online and instore in the UK

French brand which was created in 1863 on the great boulevards of Paris in the theatre district

Modern, Affordable & Creative NYX have a much larger product selection and is slighlty more expensive

Strobe of GeniChocolate Bronzer, Healthy us, HD Finishing Mix Foundation Powder and HD Blusher

25 + year old females

Online and inWorldwide store drugstores and selected outlets in the UK

18 - 40 year old makeup enthusiasts In high street stores, with their own concession stall and online

Sleek have many competitors but when conducting the competitor analysis only the main four core competitors have been compared. We have compared five factors of each brand to gain insight on how the brands are similar and different. The factors are; Brand essence, difference, best-selling products, target market and brand presence. We have chosen to analyse these factors as they are some of the most important factors in a business.

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Section 3

Innovation Strategy Page 32

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Shortlisting Ideas New

Current

Brand Stretch (But needs strong USP to stand out)

New Horizons (Marketing and Brand Changing)

- - -

-

Multi-use Products Mini Products Eyeshadow Transfers

Spray on Foundation

Sustaining Innovation

Breakthrough Innovation

- Transparent Packaging - Scented Makeup - Personalisation

- Makeup Eraser Stick - Glow in the Dark Eye Shadow, Liner etc.

- Eye Drops (to stop your eyes from watering while doing makeup) - Colour Changing Foundation (as you tan) - Eyebrow Fibres Tool

Low

High

This table shows a shortlist of ideas that could help sleek expand as a brand, maximise their market share and increase revenue. Each of the ideas are focusing on different types of innovation and how they will impact the market and the different levels of impact. For example, breakthrough innovative products are products that haven’t been created or perfected before. Creating and marketing these products create a lot of risk for Sleek as it could easily fail and lose the brand money. Unlike breakthrough innovation products, sustained innovation products are usually low risk. They are made in order to compete with other brands and to succeed as a staple product for the brand. Brand stretch ideas are similar to sustained innovation. This meaning they are low risk, they are made usually to fit trends, however they need a stronger USP to stand out and succeed from their competitors.

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Opportunity Platforms High

Low

Big & Tough (Will require investment)

Big & Easy (In reality can be sparsely populated box)

- Colour Changing - Innovation - Sustainability

- Easy Shopping Experience - On the go - Personalisation - Time Efficient/Savers Small & Easy (May be quick wins, often to local geographies)

Small & Tough (There may be a strategic rationale for keeping)

- Difficult

Packaging and Branding

Easy

This table categorises each of the short listed ideas into different themes that the ideas were under. For example, small and easy wouldn’t have much impact on Sleeks time and money, this would include reorganisation of the concession stands in boots as well as a change in display. Big and tough, however, will require a large investment from Sleek.

This idea would need to be innovative and different to succeed such as the I-prep spray and will take a lot of commitment from the brand in order for it to succeed.

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Figure 63 Page 35

Idea 1 - ‘i-Prep’

‘i-Prep’ is an everyday essential eye prep and prime spray to be used before applying eye makeup. It prevents the eye from watering for up 20 minutes which gives the consumer enough time to perfect their eye makeup look, saving the consumer time and effort. Whether the consumer suffers irritable or watery eyes, this product can be used by all makeup wearers to nourish and protect the eye making it long-lasting with no smudges and leaks.

Insight

“My eyes water every time I apply my eye makeup, it’s time consuming and ruins the look i’m trying to achieve”

Primary Research

Through conducting interviews in high-street makeup stores in Nottingham (Appendix 4) found that when asking the lady at the MAC counter if there was a product in her makeup bag that she felt was missing, her response was eye drops that would help with eye watering as when she was applying makeup on herself or consumers as soon as their eyes would water it ruined the makeup making it more difficult to get the desired look.

55% of consumers from a survey (Appendix 6) said their eyes watered while applying makeup and 80% of consumers said they would or would consider purchasing an eye spray which helped nourish your eyes.

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“Prep and prime with no tears at makeup time”

The Target Consumer

The consumer for this product is Sleek’s current target consumer, makeup enthusiasts aged 18-30.

Benefits to the Sleek Consumer

Functional Benefits - Contains vitamin A & E which enhances the eyes natural protection barrier to prevent damage to the eye whilst wearing heavy eye-makeup. Both vitamins are clinically proven to intensively moisturise the eyelid and prevent irritation.

- Infused with cucumber extract which cools and soothes the eye area preventing puffiness.

- The product is portable and fits in your makeup bag for regular use.

- The spray can be used on makeup brushes to allow for a more pigmented look.

Emotional Benefits - Gives the consumer a new-found confidence when working in all areas of your eye makeup, allowing for more creative, bold and precise looks.

- Nourishes the eyes while wearing makeup so when the makeup is removed there is no worry about dry, irritated and sore eyes.

I wasn’t quite sure about how the refillable part of the product would work but once you explained it I got the point of it and I find that it good usp as I don’t know any other brands that do this.

- Mollie 22

“I like this product idea as its also beneficial for none makeup wearers, I can use this to nourish and revitalise my eyes when I wake up in the morning” – Adam 20

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Figures 64-73

HEALTH

COSMETIC

PREMIUM

Sleek’s i-Prep

HIGH STREET

Gap in the Market Analysis

After evaluating the perceptual map for the eye drop/spray market there is an evident gap in the cosmetic market for eye drops, most currently on the market are available for health benefits, some for brightening but none for cosmetic, priming and makeup benefits. Sleek’s new eye spray’s USP would be combining both health and cosmetic benefits together which is not currently accessible.

According to a recent report by Persistence Market Research the global eye health supplements market is set to be worth $2.85Bn during 2016-2018 and Europe’s eye health supplement market will have a revenue growth of 6.3% (Unknown, 2017) Page 38

Risk Assessment What is the risk?

How high is the risk?

Who might this impact?

Plan to overcome the risk

People not believing in the product

Medium

Anyone thinking about purchasing the product but not 100% convinced.

Application of the product

High

Too niche target audience

High

Consumers who is curious on the application of the product.

Sleek as less people may buy the product.

How the product is used correctly

Medium

Allergic reactions

Low

The product is already in existence in the healthcare market so has been tried and tested and has been proven to work.

Easy and quick application onto closed eyes around 10cm, without any mess or having to touch the eye.

The product is multi-beneficial and isn’t just targeted at people with watery eyes, as it also has priming and protecting properties.

Clear instructions will be stated on the product box, as well as videos on the Sleek website incase further help is needed.

The product has all the ingredients clearly stated on the back of the packaging to help consumers decide whethet the product is for them.

Anyone who has purchased the product but is then not sure how to use it.

Anyone wanting to buy the product but is worried they might have a reaction to the ingredients

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Prototype & Packaging

Front View of the Outer Packaging

This is a prototype of what the product will look like. It will be a 30ml refillable and reusable cylinder shaped container made from polypropylene plastic which is hard wearing and durable so that it keeps for longer. The outside will be a black outer casing with a translucent inner casing so the consumer can see how much product is left before refilling.

The cardboard recyclable outer packaging is black and pink keeping with Sleek’s minimalistic theme. There will be full directions of use on the back to ensure that consumers are using the product correctly and safely. Also, including a full set of ingredients with their description of how this helps with eye care.

Consumers having access to a refillable system instore works alongside a main macro trend, sustainably, also the rise of the ethical consumer. A survey was conducted (Appendix 6) which found 90% of consumers said they would rather go in store and refill their bottle for a reduced price rather than buy the whole product again.

Refillable system 1. Pay at the till for a Sleek refill 2. Take the receipt to someone working on the makeup shop floor 3. The sales assistant will take the receipt and refill the product at the sleek stand.

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Figure 74

Front & Right Side of Packaging

Outer Casing

Inner Translucent Casing

Back & Left Side of Packaging

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Size of the Prize - 1st Purchase Penetration

Product

Adult Population

Brow Boost

65,640,000

Target Audience (Men and women 1830) 9,864,000

Trial

Repeat Purchase

Potential Trialists (10%)

Number of Purchases Per Annum, Per Person

Potential Total Market Volume

Year 1 Volume (60%)

Year 1 Volume (10%)

986,400

1

986,400

591,840

59,184

Product

Year 1 Voulume

RSP Per Pack

Annual Value

Brow Boost

59,184

£8.00

£473,42

Total Annual Value = £473,42

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Distribution

Awareness

Size of the Prize - Refill Penetration

Product

Adult Population

Brow Boost

65,640,000

Target Audience (Men and women 1830) 9,864,000

Trial

Repeat Purchase

Potential Trialists (10%)

Number of Purchases Per Annum, Per Person

Potential Total Market Volume

Year 1 Volume (60%)

Year 1 Volume (10%)

986,400

2

1,972,800

1,183,680

118,368

Product

Year 1 Voulume

RSP Per Pack

Annual Value

Brow Boost

118,368

£4.00

£473,472

Distribution

Awareness

Total Annual Value = £473,472+£473,472=£946,944

Page 43

Idea 2 - Brow Boost

Brow Boost is a 2-in-1 eyebrow product to create naturally full-looking eyebrows.

One side of the product is a conditioning primer (step 1) containing Keratin which encourages hair growth and amp (soy proteins) to encourage natural growth of the eyebrows by revitalising follicles as eventually the hair will be prevented from growing as they follow a 3-4 month growing cycle. This also primes the eyebrows prior to applying step 2.

The other end of the product contains a fibre-gel (step 2) which is to be applied on top of the primer to ensure the fibres stay in place.

The hair-like fibres will fill in any sparse gaps in the eyebrows making them look naturally fuller as a temporary fix for the current lack of hairs.

Insight

Page 44

“Boost your brows, boost your day�

The Target Consumer

The consumer for this product is Sleek’s current target consumer, makeup enthusiasts aged 18-30.

Benefits to the Sleek Consumer

Functional benefits - Step 1, the conditioning primer, can be worn overnight by itself to repair and condition eyebrows - The conditioning primer encourages natural eyebrow growth providing the Sleek consumer with an on-going treatment for their sparse eyebrows - The hair-like fibres provide a temporary fix for a lack of eyebrow hairs by creating naturally, full-looking eyebrows Emotional benefits - The consumer will feel more confident about their eyebrows as they will look more natural and less drawn on - It is rewarding process to observe their eyebrows repair and grow overtime with the treatment of the conditioning primer

“This is a cheaper alternative to create a HD brow, it will benefit me as I can create my desired look at home” - Lucy 19

“Brow boost is a great idea as it’s a quick and easy way to have fleeky brows, this saves me time and money as it takes only a small amount of time to apply” - Megan 21

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STANDARD

INNOVATIVE

PREMIUM

Mass Market

Gap in the Market Analysis

The cosmetic market is saturated with a wide-variety of eyebrow products making it difficult for brands to stand out. Lots of premium makeup brands can offer innovative eyebrow products. Sleek currently offer very basic eyebrow products much like their competitors. There is a gap in the market for ‘Sleek Brow Boost’ as it’s more innovative than their current eyebrow product range and would enable them to compete against brands leading the eyebrow market.

Page 46

Risk Assessment What is the risk?

How high is the risk?

Who might this impact?

Plan to overcome the risk

Reason to believe

High

Anyone considering buying the product but worried about how well the product will work.

How easy is the application

Medium

Fibre fall out

High

Over application

Low

Anyone who has or is considering buying the product but is worried about applying Someone who is putting off buying the product because of the worry of fall out fibres appearing on their face.

Potential consumers who may need educting more about the product.

Unlike anything on the market, it’s multi-purpose, it primes and makes eyebrows appear thicker and healthier. It also includes special ingredients such as Keratin that had been proven to help natural hairs grow.

It’s super easy to apply, clear instruction are given on the box of the product.

How to correctly use the product

High

Anyone who’s yet to purchase and is worried they aren’t going to apply it correctly.

The primer, which is long lasting, is used before the fibres are applied which will keep them in place.

The tool used to apply the fibres is very precise, however the prodcut is easly removed if over application does occur.

Clear instructions are on the packaing. Also step 1&2 are clearly stated on the product.

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Prototype & Packaging Brow Boost is a 2-in-1 product featuring two easy steps - Step 1: Conditioning primer - Step 2: Fibre-gel

Page 48

Figure 75

Size of the Prize Penetration

Product

Adult Population

Brow Boost

65,640,000

Target Audience (Men and women 1830) 9,864,000

Trial

Repeat Purchase

Potential Trialists (10%)

Number of Purchases Per Annum, Per Person

Potential Total Market Volume

Year 1 Volume (60%)

Year 1 Volume (10%)

986,400

2

1,972,800

1,183,630

118,638

Product

Year 1 Voulume

RSP Per Pack

Annual Value

Brow Boost

118,368

£9.00

£1,065,312

Distribution

Awareness

Total Annual Value = £1,065,312

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Idea 3 - Bacteria Blasting Brushes A set of five blissful brushes which have been treated with a cuttingedge antimicrobial self-cleaning technology. This will ensure the brushes are able to self-remove any bacteria which latches on to the bristles leaving the brushes fresh and ready for use again. Not only do the brushes clean themselves but they also have a strong magnet fitting inside the stem ensuring the brushes will stay tightly packed together inside any bag/make up bag.

Each brush is treated with a non-harmful, hypoallergenic complex that destroys any toxic bacteria found in the bristles. The professional fibres hold the perfect amount of pigment to create an even, flattering makeup look. The brushes have a fitted magnet in the bottom of the handles to create a tight locking system to ensure no brushes are lost.

Insight

“Cleaning my brushes every so often is a task so I just use them dirty which can stop my makeup from looking it’s best”

Primary Research

Through conducting a survey (Appendix 6) the results of 60% of people say that washing their makeup brushes is effort, 57% of consumers said they would rather use their dirty makeup brushes instead of cleaning them and 55% of consumers said they would rather buy a selfcleaning makeup brush to make the process quicker and easier were concluded to help create this product.

Page 50

“Clean brushes, clean mind”

The Target Consumer

The consumer for this product is Sleek’s current target consumer, makeup enthusiasts aged 18-30.

Benefits to the Sleek Consumer

Functional Benefits - Magnetic packaging for easy on-the-go makeup looks.

- No product build up on any of the brushes allowing for a more flawless finish.

- Streaks, lines and creases are tackled more easily.

- Timesaving and a much shorter process overall with applying makeup.

- Synthetic bristles are great to use with liquid or cream products as they don’t trap makeup which means they are not soaking up as much product saving the consumer money in the long run.

Emotional Benefits - Confidence in applying makeup knowing you aren’t putting anything bad on your face.

- Feeling proud to use good quality, clean makeup brushes.

What Negetive Effect Does Using Dirty Makeup Brushes Have On Your Skin?

1. Bacteria Build Up Not washing them means they accumulate bacteria, dust and dirt.

2. Difficult Makeup Application Making it harder leaving it streaky and uneven.

3. Skin Irritation An overload of bacteria irritates the skin.

4. Clogged Pores Dirt is spread back and forth onto your skin and into your pores.

5. Breakouts An overload of microbes can cause breakouts.

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PREMIUM

Zoeva

Figures 76-81

Morphe

Sephora

STANDARD

INNOVATIVE

Spectrum

Real Techniques Sleek’s Bacteria Blasting Brushes No7

HIGH STREET

Gap in the Market Analysis Both premium and high street makeup brands were looked at to see where the gap in the market was for makeup brushes. There was definitely a gap found for cheaper yet innovative makeup brushes in the market. This is where Sleek fits in, as they are an affordable high street brand that have potential to release an innovative brush collection that sets them apart from other high street makeup brands like No7.

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Risk Assessment What is the risk?

How high is the risk?

Who might this impact?

Plan to overcome the risk

Reason to buy Sleek’s brushes

High

A consumer who isn’t sure what branded brushes they should buy.

Sensitive skin problems

Low

Cheaper to clean brushes with brush cleaner/soap and water

High

Anyone who hasn’t brought this product before due to sensitive skin.

Anyone who isn’t sure about the benefits of this particuler brushes.

They are one of a kind but at a reasonable price. They contain antimicrobal technology that keeps the brushes cleaner for longer making them worth the money.

They are hypoallergenic, safe for sensitive skin.

How long will the chemical work for

Medium

Someone is worried that the cleaner won’t last very long.

Does the product actually work

High

Someone who is about spending a lot of money something that actually work.

worried out for may not

The brushes are great value for money as you get 5, you save time cleaning and waiting for them to dry. They will cleaner than a consumer cleaning them themself.

The self cleaning technology helps keep brushes cleaner and fresher 5 times longer than regular brushes.

The antimicrobial technology has been proven to fight and kill bacteria keeping the brushes clean and reducing bacteria by up to 99.99% (Biocote,2018)

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Prototype & Packaging

Figure 82

In this Sleek brush set there is 5 brushes including; - All over Eyeshadow Brush - Angled Brow Brush - Blending Brush - Powder Brush - Foundation Brush

Page 54

“Brush cleaning is effort, this will make my life so much easier” - Georgia 21 “I hate cleaning my makeup brushes this would be such an easy solution” - Lauren 24

Size of the Prize Penetration

Product

Adult Population

Brow Boost

65,640,000

Target Audience (Men and women 1830) 9,864,000

Trial

Repeat Purchase

Potential Trialists (10%)

Number of Purchases Per Annum, Per Person

Potential Total Market Volume

Year 1 Volume (60%)

Year 1 Volume (10%)

986,400

1

986,400

591,840

59,184

Product

Year 1 Voulume

RSP Per Pack

Annual Value

Brow Boost

59,184

£15.00

£887,760

Distribution

Awareness

Total Annual Value = £887,760

Page 55

Section 4

NPD Launch Recommendation Page 56

Figure 83

The product that has been chosen to be taken through as the final idea is the I-prep eye spray. This is based on primary research as a focus group found that 7/10 would purchase this product over the other two ideas. Also secondary research into the eye health market proved there is a big enough gap in the market for the launch of this product.

“i-Prep is so reasonably priced for what it is, I would defiantly buy it. I’m more interested in this just because of the refill aspect of the product” - Mollie 22

“This product benefits all, I don’t actually have watery eyes but the fact it has primer in as well would lead me to try the product” - Sarah 20

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The 4 P’s

Page 58

PRODUCT The product is called I-prep and is a multi-functional eye spray that stops the eye from watering so makeup is easier to apply. It also preps, primes, hydrates and nourishes, thanks to the special ingredients infused in the product.

The product is also easy to apply as it just sprayed onto closed eyes and is quick working with brilliant results.

PRICE The bottle is £8.00 when bought on its own and £4.00 when refilled in store meaning you are saving 50%. It also makes it more appealing to buy as it has both environmental and economic benefits. If the product was successful a loyalty card could be brought in further down the line, so for every 3 times someone gets the bottle refilled they get one free.

PLACE Sleek is able to be purchased from the Sleek website, as well as in both Boots and Superdrug (online and in store).

PROMOTION Sleek will promote the new product online and offline. Online it will be marketed through the Sleek blog and social media.

Youtubers will be used to promote the product and do makeup tutorials on how to use the i-prep as well as how it can then be used alongside other Sleek product. The QR code on the packaging also takes the consumer straight through to the Sleek blog on their smartphone. This QR code can also be found in store, linking both the online and offline marketing , making sure it’s cohesive.

Instore Promotion The way a product is marketed and presented in store is key to how well a product sells, this makes it important for Sleek to carefully decide how the I-prep spray should be marketed. Due to the size of Sleeks concession stands in-store there is not much room to have a full section dedicated to the I-Prep spray. Sleek should keep the display minimalistic, however they should market the spray as the new and best product on the Sleek line. This could be done by providing a QR code next to the product that consumers can scan, this will take the customers to a website based around the I-prep spray which will include blog posts, YouTuber reviews and promotions.

Online Marketing Alongside the product being launched in store, it will be marketed online, through the Sleek website and blog, social media and YouTubers. This is what the QR code in store could lead the consumer too, it’s a quick, easy and low priced way of marketing.

Below the line advertising will be used through the Sleek YouTube channel. This will involve interaction between the promoter and the consumer, demonstrating the products.

This creates of channel of trust as research shows that “YouTube influences 64% of purchases made online comparison to other social media sites” (Raksha, 2014)

Figure 84

Page 59

Example of a blog post which Sleek could put onto their website.

Figure 85

Page 60

Section 5

Project Plan

Page 61

Time Plan

A time plan was created to track and log the process of both the report and presentation. This helped organise the time keeping of the project and allowed goals to be reached at different stages. This making it able to see whether the project was on track to be completed on time or not.

Janurary 2018 Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29 Brand research, shop safaris, store observations

30 Continue brand context research for the week

31

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February 2018 Monday

Tuesday

6 Wider market research on cosmetic trends 12 13 Mindmap all ideas Shop assistant from seminars and interviews in Notlectures tingham 20 19 Look at competitors on the market for our final ideas 26 27 Meet with tutor to Look at risk assesdiscuss final ideas ment 5 Gather insights from Milan

Wednesday

7 Create first survey to gather insights from consumers 14 Gather all insights from primary and secondary research 21 Gather more insights on our ideas to finalise 3 28 Brainstorm prototype ideas

Thursday

Friday

Saturday

Sunday

1

2

3

4

8

9

10 Begin InDesign

11

15 Look at gaps in the market, opportunity platforms 22

16 Look at the shortlist of ideas from seminars 23

17

18

24

25

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March 2018 Monday

5 Focus group on final 3 ideas

Tuesday

6 Create survey on final 3 ideas to gain further feedback Look at launch reccomendations 13 Dragons Den Presentation

Wednesday

Thursday

Friday

Saturday

Sunday

1 Create prototypes for each idea

2 Begin write up for the report for the final 3 ideas 9 Gather feedback on our presentation and make alterations

3

4

10

11 Create mood board for the presentation

7 Start presentation preperations

8 Finalise presentations slides and start rehearsals

14 Finalise the report

15

16 Hand in date for report

17

18

25

12 Prepare for the presentation tomorrow 19

20

21

22

23

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26

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Figure 86

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Illustrations

Figure 1 - Front page image – Available at: http://www.stylecraze.com/articles/top-10-make-up-brands-in-india/#gref Figure 2 - Lipstick Heads – Available at: https://www.pinterest.co.uk/carmenlaura2013/kiss/ Figure 3 - Purple Nail Varnishes – Available at: https://www.pinterest.co.uk/pin/104568022576348268/ Figure 4 - Light Pink Makeup Smudge – Available at: https://samalacosmetics.com/products/lipstick-pro-extension-f3-basic-bridal Figure 5 - Makeup Products on White Background – Available at: http://www.ipsyopenstudios.com/everything-to-know-about-dumpster-divingmakeup-hauls/ Figure 6 - Pink U.K. Flag – Available at: https://www.redbubble.com/people/tomsredbubble/works/16051461-pink-union-jack-union-jack-in-pinkpink-british-flag-uk-united-kingdom-1-2?p=laptop-sleeve Figure 7 - Pigmented Eyeshadows – Available at: https://www.juviasplace.com/products/nubian-eyeshadow-palette Figure 8 - Sleek Logo – Available at: http://thedailyself.me/about/sleek-logo/ Figure 9 - Walgreens and Boots Alliance Logo – Available at: http://www.thegoodhealthsuite.co.uk/Pharmacist/pharmacy-business/316-walgreens-boots-alliance-launches-new-corporate-identity Figure 10 - Pink USA Flag – Available at: https://www.redbubble.com/people/tomsredbubble/works/16051420-pink-american-flag-united-states-ofamerica-american-flag-in-pink-stars-and-stripes-in-pink-america-usa?p=tote-bag Figure 11 - Smudged Eyeshadow – Available at: https://www.pinterest.com/pin/531987774722595516/ Figure 12 - Pink Social Media Icons – Available at: https://www.pinterest.com/pin/14918242495375938/ Figure 13 - Sleek Makeup – Available at: http://merrymusing.co.uk/sleek-makeup/ Figure 14 - Charlotte Tilbury Logo – Available at: https://www.beautylish.com/s/charlotte-tilbury-magic-foundation-1-fair Figure 15 - Bobbi Brown Logo – Available at: Figure 16 - Smashbox – Available at: https://logos-download.com/4701-smashbox-logo-download.html Figure 17 - Estee Lauder Logo – Available at: http://logo-logos.com/estee-lauder-logo-300.html Figure 18 - Lancôme Logo – Available at: https://logos-download.com/548-lancome-logo-download.html Figure 19 - Clinique Logo – Available at: https://worldvectorlogo.com/logo/clinique-logo Figure 20 - No7 Logo – Available at: https://labellemama.com/2014/08/14/giveaway-ultimate-girls-day-out-tickets-girlsday/ Figure 21 - Max Factor Logo – Available at: https://www.pinterest.com/pin/137219119874831357/ Figure 22 - L’Oréal Logo – Available at: http://www.maggysaruba.com/loreal/ Figure 23 - Maybelline Logo – Available at: https://www.pinterest.co.uk/pin/124552745921372226/ Figure 24 - Soap & Glory Logo – Available at: https://www.youtube.com/channel/UCu49-B9D5Be4s2EMoGsiEkQ Figure 25 - Bourjois Paris Logo – Available at: https://4vector.com/free-vector/bourjois-paris-0-48932 Figure 26 - Collection Logo – Available at: https://www.shoutmag.co.uk/competition/collection-cosmetics-contour-strobing-pro-style-make/ Figure 27 - Revolution Logo – Available at: https://beautyoutlets.co.uk/beauty/makeup/lipsticks/makeup-revolution-amazing-cheer-lipstick/ Figure 28 - NYX Logo – Available at: https://logos-download.com/5360-nyx-cosmetics-logo-download.html Figure 29 - Benefit Logo Available at: http://www.thebeautyinformer.com/2013/09/behind-brand-benefit-cosmetics.html Figure 30 - MAC Logo – Available at: http://logo-logos.com/mac-сosmetics-logo-178.html Figure 31 - Urban Decay Logo – Available at: http://logo-logos.com/urban-decay-logo-1030.html Figure 32 - Target Consumer Photo 1 – Available at: https://twitter.com/isabellalfiori/status/715910488626860034 Figure 33 - Target Consumer Photo 2– Available at: https://www.timesunion.com/local/article/Bethlehem-teen-s-face-and-art-reaches-nearly200k-7387000.php Figure 34 - Target Consumer Photo 3 – Available at: https://www.pinterest.com.au/pin/302093087483778326/ Figure 35 - Target Consumer Photo 4 – Available at: http://moziru.com/explore/Drawn%20freckles%20dark/ Figure 36 - 6 Makeup Smudges – Available at: https://www.amazon.co.uk/Shany-Cosmetics-Masquerade-Eyeliner-Smudge/dp/B009ARXD12 Figure 37 - Pen Portrait 1 Casi – Available at: http://www.instyle.co.uk/celebrity/news/anchal-mua-everything-you-need-to-know Figure 38 - Pen Portrait 1 ASOS Logo – Available at: https://fashionista.com/designers/asos Figure 39 - Pen Portrait 1 Dare Sleek Lipstick – Available at: https://www.dollywoodboutique.co.uk/beauty-c105/sleek-true-colour-lipstickdare-matte-p5909 Figure 40 - Pen Portrait 1 Makeup Collection – Available at: https://www.pinterest.co.uk/explore/make-up-collection/?lp=true Page 66

Figure 41 - Pen Portrait 1 Fashion Image – Available at: https://www.redress.com.hk/frontlinefashion/ Figure 42 - Pen Portrait 1 Pink Cocktail – Available at: http://www.delicious.com.au/recipes/giggly-rose-cocktail/6723b69f-7ee3-4937-983de0845c0af2ec Figure 43 - Pen Portrait 1 Camera – Available at: http://newyork.cbslocal.com/top-lists/best-camera-stores-nyc/ Figure 44 - Deep Pink Lipstick Smudge – Available at: https://www.pinterest.com/viridiansoul/~-color-dark-autumn-makeup/ Figure 45 - Blue, Purple & Light Pink Blush Up Smudges – Available at: http://www.instyle.com/news/how-to-fix-broken-eye-shadow-blushAll Figure 46 - All Different Types of Makeup Smudges– Available at: https://goop.com/wp-content/uploads/2016/01/pigment-GS3518876.jpg Figure 47 - Pink Make up In Crème Pots – Available at: http://sarahlovesmakeup.com/2015/04/26/cream-makeup-products-worth-trying/ Figure 48 - Pastel Nail Varnish Pots – Available at: https://www.pinterest.com/pin/575264552377935946/ Figure 49 - Red and Deep Purple Rectangular Lipstick Smudges – Available at: https://www.pinterest.co.uk/pin/729794314588558206/?lp=true Figure 50 - Bright Lips – Available at: http://stylecaster.com/beauty/how-to-wear-bright-lipstick/ Figure 51 - Gold Highlighter – Available at: http://www.stephaniejayneblog.com/2016/05/30/charlotte-tilbury-bar-of-gold-skin-gilding-highlighter/ Figure 52 - Feathery Model Brows – Available at: https://www.pinterest.com/explore/feather-brows/?lp=true Figure 53 - Glitter Eyeshadow – Available at: https://www.youtube.com/watch?v=w3p3dBhQYko Figure 54 - Skincare – Available at: https://www.newscientist.com/article/mg23431270-500-sponsored-skin-care-gets-smart-with-ai/ Figure 55 - Water Weight Foundation – Available at: https://yakymour.wordpress.com/2015/10/23/mac-studio-waterweight-spf-30-foundation/ Figure 56 - Pink Blusher – Available at: http://www.ebay.co.uk/itm/Women-Cosmetic-Cheek-Makeup-Blusher-Soft-Natural-Blush-Powder-NewJK-/142201560435 Figure 57 - Over Bronzing – Available at: http://www.fashionmodeldirectory.com/magazines/vogue-china/editorials/february-2012/urban-sports-3605/ candice-swanepoel-by-daniel-jackson-32425/ Figure 58 - Over Plucking – Available at: http://www.goodhousekeeping.com/beauty/makeup/tips/a23789/eyebrow-mistakes/ Figure 59 - Spider Lashes – Available at: http://www.elleuk.com/beauty/make-up/beauty-tips/a38894/dior-spider-eyelashes-ss18/ Figure 60 - Over Contouring – Available at: https://www.yahoo.com/lifestyle/is-contouring-over-180941428.html Figure 61 - Thick Eyeliner – Available at: https://www.pinterest.co.uk/pin/368169338263626493/ Figure 62 - Smashed Eyeshadow Pots – Available at: http://c8.alamy.com/comp/HP59HC/beautiful-make-up-eyeshadow-palette-background-makeup-eyeshadow-palette-HP59HC.jpg Figure 63 - Hot Pink Lipstick Smudge – Available at: https://www.magnuscramer.com/TEXTURES/1/ Figure 64 - Krylon Coloured Eye Drops – Available at: https://www.redcarpetfx.com/products/kryolan-fake-eyeblood-red Figure 65 - Hylo-Forte Eye Drops – Available at: http://www.mychemist.com.au/product.asp?id=72528&pname=Hylo+Forte+2mg+Eye+Drops+10mL Figure 66 - Hycosan Eye Drops – Available at: http://www.betterchemist.com/brands/hycosan-eye-drops/hycosan-extra-eye-drops.html Figure 67 - Blink Eye Drops – Available at: https://www.alensa.co.uk/blink-contacts-eye-drops-10-ml Figure 68 - Golden Eye Drops – Available at: http://www.pharmacydepot.co.uk/golden-eye-drops_p2933 Figure 69 - Optrex Hay Fever Drops – Available at: https://www.amazon.co.uk/Optrex-Hayfever-Relief-Eye-Drops/dp/B01CPGKJZC Figure 70 - Boots Sparkling Eyes Drops – Available at: http://ww3.onvacations.co/optrex-dry-eyes-drops-boots/ Figure 71 - Optrex Brightening Drops – Available at: https://www.amazon.co.uk/Optrex-Eye-Drops-Brightening-10ml/dp/B002QESMPS Figure 72 - Vital Eyes Drops – Available at: https://www.healthmonthly.co.uk/vital_eyes_brightening_eye_drops Figure 73 - Innox Blue Drops – Available at: https://www.amazon.co.uk/Innoxa-890-Blue-Drops-10ml/dp/B00NIBS4RY Figure 74 - i-Prep Prototypes – Created on Illustrator Figure 75 - Brow Boost Prototypes – Created on Illustrator Figure 76 - Sephora Brushes – Available at: https://www.pinterest.co.uk/pin/208291551488116855/ Figure 77 - Spectrum Brushes – Available at: https://www.spectrumcollections.com Figure 78 - Zoeva Brushes – Available at: https://www.cultbeauty.co.uk/zoeva-rose-golden-luxury-brush-set-vol-1.html Figure 79 - Morphe Brushes – Available at: https://www.cloud10beauty.com/morphe-brushes-11-piece-sculpt-define-makeup-brush-set-504.html Figure 80 - Real Techniques Brushes – Available at: https://www.lookfantastic.com/real-techniques-core-collection-kit-face/10644478.html Figure 81 - No7 Brushes – Available at: https://intothegloss.com/2015/07/best-drugstore-makeup-brushes/ Figure 82 - Sleek’s Bacteria Blasting Brush Set Prototype – Created on Illustrator Figure 83 - Pink&Purple Splattered Nail Varnish – Available at: https://www.pinterest.co.uk/pin/412079434637101308/ Figure 84 - Blog Post Icon – Created on Photoshop Figure 85 - Mock-up Blog Post – Created on Photoshop Page 67 Figure 86 – Red Lipstick Smudges – Available at: http://www.richbeganyphoto.com/portfolios/glamour-smears/

References - Brookman, F., 2017. Walgreens Boots Alience Gets Sleek.

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- March, B., 2018. What to expect the first time you get your eyebrows threaded.

- March, B., 2017. 10 big beauty trends to watch out for in 2018.

- McGregor, S., 2005. The ethical consumer. International Journal of Consumer Studies, 29 (4), 387-388.

- MELODI ERDOGAN, What Kind Of Makeup Brush Should You Use? Here's The Difference Between Synthetic And Natural Brushes.

- Micallef, N., 2018. How Will Brexit Impact the Beauty Industry [online]. . Available at: https://blog.euromonitor.com/2016/07/how-will-brexit-impact-the-beauty-industry.html [Accessed February, 18 2018].

- Michelle Grossman, Natural vs. Synthetic: Which Makeup Brushes to Use [online]. . Available at: http://stylecaster.com/beauty/makeup-brushes-natural-synthetic/.

- Mychaskiw, M., 2017. Britians Fastest-Selling Beauty Brand Has Landed Stateside.

- Pearson-Smith, L., 2016. 8 reasons you need Makeup Revolution in your life.

- Richesson, B., 2016. Buying habits. LP - Gas, 76 (4), 6.

- Siegel, E., and Panych, S., 2017. How to reshape eyebrows: 12 tips from the pros.

- Squier, C., 2016. Everything you need to know about HD brows.

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Appendix 1 - Store Observation Where?

When?

Boots, Nottingham

30/01/18 Around Lunch Time. (1pm-2pm)

What is happening? (Action’s, responses of the consumer)

Identify and explain any frustrations/surpises (and the process the consumer is going through) - Estee Lauder 1. One lady is having her foundation matched to her skin. The worker is using a technological piece of equipment to match the colour.

2. The worker is then putting different samples of the foundation on her skin and allowing the customer to look into the mirror.

3. The customer is given a booklet with a sample of her foundation in with the notes around it. Colour, price etc.

- Benefit 1. A customer is at the brow bar getting her eyebrows tinted 2. The worker is creating a lot of conversation with the customer.

- Many consumers walking around looking at the different cosmetics stands.

- Consumers are spending more time are the higher end/luxury brands rather than the lower priced ones.

- Consumers are picking up products to see inside packaging - Some consumers are pulling out the tester draws and swatching on their hands - 1 consumer looking in the mirror once applying a lipstick at L’OrÊal.

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Appendix 2 - Shop Safari, Nottingham •

Look at the categories within beauty (skincare, cosmetics etc)– how does it segment?

Luxury brands and affordable brands are set on different sides of the shop in Boots Super Drug only sells lower end cosmetic brands and is down the left side of the shop Both stores are set out on displays with all the products shown easily to the consumer Each brand has their products split into different sections e.g. foundations and concealers, mascaras and eyeliners, lip products with descriptions of the product. Most brands had testers set out below or next to the product on sale.

• Look at brands within the categories - which ones would you consider to be particularly innovative and why?

Rimmel London – Super Gel nail varnish L’Oréal – Age Perfecting Range (A range aimed at women who are older) Sleek – Sweat Proof Foundation - Smash box – Holographic packaging • Can you identify any themes of innovation e.g. targeting a target audience, benefits?

Lip plumping products, matte ranges, colour correcting and making your own shade of foundation using droplets seem to be across majority of the make-up brand collections whether they were high end or cheaper.

• Can skincare brands learn anything from cosmetics brands and vice versa?

Putting moisturiser in the product, SPF makeup, masks which hydrate and ready your face for makeup as masks are very popular now within skincare ranges.

• Look at some other categories e.g. haircare, men’s – can beauty learn anything from these other categories?

There is no photos of males on any of the make-up stands even if they were going to appeal to the male make up market.

Hard for them to buy products than for women.

• Observe consumer behaviour – how do they shop in this category (grab and go vs careful consideration etc.)

The more affordable cheaper range of products (L’Oréal, sleek, Maybelline) were more grab and go products. Consumers spent less time here and there was not as many workers around this part.

The luxury, higher end more expensive products had individual counters with dedicated works are each part to help customers with the products. When we went over to that part we got asked at each counter (even if they were with another customer) if we needed any help or any guidance on any of the products. Customers typically were spending more time here browsing.

• If possible ask a shop assistant/advisor about new, interesting innovations in the market. What seems to be particularly popular now?

Benefit – the most popular products were the porefessional primer and the ‘they’re real’ mascara. She was helpful and friendly, asked if we were ok and gave advice on some products.

• Identify a good NPD example which represents 1) revolutionary innovation a more expensive innovation – Estee Lauder – Matching the foundation to the skin colour using a machine.

2) evolutionary innovation.

Smash box’s adaptation products; product which turned any lip product to matte, a lip and cheek product which turned the pigments pink.

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Appendix 3 - Shop Safari, Lichfield When visiting Boots we observed that the Sleek makeup section was very dark, empty and easily missed. The shelves needed restocking, cleaning and rearranged. The ‘Sleek’ sign was dull with no lighting and was hard to see. When we compared this to the stand in Superdrug there were many differences such as; Superdrugs stands were a lot brighter, eye catching and easy to see but also needed restocking. With both shelves in each store needing restocking this shows that consumers are buying the products.

Sleek only have a small section of the Makeup aisle and this is usually located towards the back of the store. This could affect consumer buying habits as consumers may be attracted to the bigger stands and the closest ones to the front of the store. Only consumers which have lots of time to have a close look at all stands in the store usually make it to the back of the store. Sleek are normally located next to brands of a similar market position, such as; GOSH, Collection and Makeup Revolution.

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Appendix 4 - Staff Interviews (MAC) 1) What trends do you see emerging for SS18?

“Highlighting and strobing is continuing into 2018 with more emphasis on the finish of the highlight such as glitter, gloss textures and metallic affects. As well as this, sharp, bold and disconnected lines are becoming more popular creating a rebellious, strong look. As beauty consultants in Mac we have all noticed a massive shift towards accentuating the client’s natural beauty rather than covering and transforming their face. It is more popular for the colour to come from within the skin rather than the product” 2) What are your best-selling products?

“We place all of our best-sellers in our Mac must haves corner so the best sellers for this month are the Strobe cream, the prep and prime solution, velvet teddy lipstick and our highlighter which are all extremely popular” 3) Are your mini’s popular with your customers?

“Yeh, all of our travel sized minis are £10 so they are really popular due to the price. We see a lot of people buying the mini skin care range because it is cheaper than buying a big bottle. They are really popular around Christmas time as they are good stocking fillers” 4) If there is a product in your make-up bag that doesn’t yet exist but you feel that you need?

“Eeeerm, all of us girls in here always say that we wish there was a product which stopped client’s eyes from watering when we are giving them a make-over or trying on products for them because it ruins the look. When their eyes water, we can’t then apply makeup around the eye in the same way as it doesn’t stick or it smudges which then makes our products look bad to the client. This is a product I wish I had on a day to day basis”

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Appendix 5 - Online Survey 1

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Appendix 6 - Online Survey 2

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Appendix 7- Social Media Polls

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Appendix 8 - Interviews Loran Myatt – 20 Georgia Young – 20 Danielle Walch – 21 Jessica Holland – 20 Katie Bayliss – 21 Aimee Dermody – 20 Megan Anderson – 18 Lucy Gilbert – 18 1.

Yes

Have you ever over plucked your eyebrows?

No Yes – 8 people

2.

Yes

Have you ever considered HD Brows?

No Yes – 8 people

3.

If you have considered having HD brows but haven’t why is this?

Too expensive x 5 Never really got the time x 1 Cheaper/easier alternatives out there x 2 4.

Yes

Would you purchase an eyebrow product which contained small fibres that helped naturally fill out your brows daily?

No Yes – 8 people

5.

Yes

Do your eyes ever water while doing your eye makeup?

No. Yes – 5 people No – 3 people

6.

Yes

Would you purchase an eye spray which would help nourish your eyes to help with eye watering to help with ease of applying makeup?

No. Yes – 7 people No – 1 person

7.

Yes

Is self-brush cleaning seen as an effort for you?

No. Yes – 8 people

8.

Yes

Would you rather just use your makeup brushes dirty than cleaning them as you ‘can’t be bothered’?

No. Yes – 2 people No – 6 people

9.

Yes

Would you purchase a brush which self-cleaned?

No Yes – 8 people

10.

Over all would you be more likely to buy a product if once it was finished you could go back to the store and refill the bottle/tub/ pot for a reduced cost?

Yes No. Yes – 8 people

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Appendix 9 - Focus Group Which one of these three products are your favourite?

(Showing them the prototype images of each product) I-Prep X 5 Brow Boost X 3 Bacteria Blasting Brushes X 2 Why? i-prep “There’s nothing like this currently on the market so I would be interested in this product. It would be something new and exciting to have in boots. I like the packaging because it fits in with what sleek is like already and I do have products from this brand already.” – Holly, 21 “I love multi-use products and this product is a bonus as it will help with my watery eyes. I buy into a lot of products which have 2 different benefits in one, I really like the Benefit lip and cheek tint as I feel like I’m getting a lot more for my money. ”- Katie, 19 “This product benefits all, I don’t actually have watery eyes but the fact it has primer in as well would lead me to try the product. I would have to try it out first to work out if it was for me but I like that you can refill after.” – Sarah, 20 “I-Prep is so reasonably priced for just because of the refill aspect of the product would work but once you don’t know any other brands that do

what it is, I would defiantly buy it. I’m more interested in this the product, I wasn’t quite sure about how the refillable part of explained it I got the point of it and I find that it good usp as I this.” – Mollie, 22

“I like this product idea as its also beneficial for none makeup wearers, I can use this to nourish and revitalise my eyes when I wake up in the morning”– Adam, 20

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Why? Brow Boost “Brow boost is a great idea as it’s a quick and easy way to have fleeky brows, this saves me time and money as it takes only a small amount of time to apply and prevents me paying lots of money to book my eyebrows in professionally” – Megan, 21 “Brow Boost is great value for money it’s going to save me loads of money as I’m not going to have to get my eyebrows done professionally as much – which costs £20+.” – Sophie, 19 “This is a cheaper alternative to create a HD brow, whereas HD brows are normally quite expensive. They are also very popular making it difficult to ever get an appointment to have them done so this product will benefit me as I can create my desired look at home” – Lucy, 19 Why? Bacteria Blasting Brushes “Brush cleaning is effort, this would make my life so much easier. Because of how much effort this is I normally go without washing them, I use dirty brushes so therefore with this product I wouldn’t have this worry anymore” – Georgia, 21 “I hate cleaning my brushes, this would be such an easy solution it’s so difficult to wash and dry the brushes for use the next day, they are normally still wet messing up my makeup routine so this product is just what I need!” – Lauren, 24

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Appendix 10 - Idea Pool (Stormboard)

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