Introduction In the end of the first semester, our last project is Ideation. The group should choose an established company from lifestyle sector and after analyzing its brand DNA come up with a new, financially and technologically feasible product that the brand can fit into its existing image and concept. This project summarize all the knowledge that students acquired during the semester: from analyzing a brand through design process until the production. We chose The Body Shop because for our team the values that the company stand for are very important.
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Brand Analysis Introduction The Body Shop was established in 1969 in England as a single retailer of 25 products. Since then The Body Shop has become an internationally established company and public opinion influencer in more than 66 countries with 3000 stores. The Body Shop is owned by L’Oréal since 2006, and it works as a franchise company.
Values The Body Shop was the first cosmetic company fight against animal testing, the first who established its own fair trade programme, and source their ingredients from small-scale farmers and traditional artisans supporting the local community. The brand’s POD is their values. Basically the brand was built around the 5 essential values: fight animal testing, support community fair trade, defend human rights, protect the planet and activate self-esteem. Therefore we can say that The Body Shop seeks to make a positive difference in the world by offering high-quality, naturally-inspired skincare, hair care and make-up produced ethically and sustainably.
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AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Target Costumer The company’s target costumer is 22-55 year old educated, middle or upper class women (and a small portion of men) who seeks to use high- quality, environmentally friendly product and who care about the values that the company stands for. Target costumers care about the ingredients in their shower gel, they care about the cause they support by buying the products, they care about sustainable consumption and they are willing to pay higher amount of money for ethically fair products.
Brand design The Body Shop use ‘natural’ colors to represent their brand, therefore it creates an easy visual connection between the brand and the nature. The product design tends to emphasize the brand’s value on sustainability, so it uses minimal and reusable packaging mainly from recycled materials. The illustrations on the packages are natural and simple and lettering is clean. To bring cohesion to The Body Shop's diverse product line color blocks were created, allowing ease of shopping for the customer. They first choose the type of product based on the color block, and secondly decide by the main ingredient, which is illustrated in a loose botanical style on the front of each package. Refillable glass bottles and jars are implemented wherever possible and customers are encouraged to participate in the reuse with discounts on refills. Bags, gift boxes and gift cards are made of recycled paper and wood and feature vegetable dyes in the tea tree pattern. In retail design The Body Shop uses wood, brown and green colors to create a nature- like, welcoming interior.
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AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Marketing mix Products The company sells over 1200 naturally inspired, ethically produced beauty and cosmetics products targeted at different female and male groups. The brand has several product lines like: skincare, haircare, makeup, bath & body, fragrance, men’s line, and gifts. The Bod Shop has not entered the fashion market yet. Place \ Distribution channels The Body Shop sells in its own and franchised retail stores. All together it has 3000 stores in more than 60 countries, and usually located in popular shopping centers or districts. The products are sold in these physical stores as well as online although the company has a distinctive online selling strategy. The Body Shop is not available for online shopping in each country where they are present. The company also have a direct-selling channel called The Body Shop at Home, where consultants sell products at parties in people’s homes Price Middle price ranged products available for the general public. People buying The Body Shop product do not just get a product for their money, but they get the emotional satisfaction deriving from the values the brand stands for. Promotion The company is not directly competing against the traditional cosmetics companies, which marketed their products as fashion accessories designed to cover up flaws and make women look like fashion models who appear in lavish ads. Instead, The Body Shop offered a line of products that promised benefits other than appearance—healthier skin, for instance—rather than simply a better-looking complexion. The brand’s original promotion strategy was against using advertisement, but focusing on point of sale activity and widow display. Since then, the company has incorporated some printed advertisement in their strategy (ruby-campaign) but the focus is still on in store and online communication and public relations. If we look at their advertisement strategy, we can see that they not only promote their product but the company advertise its values, and what they are stand for, a lifestyle, and create a strong emotional connection with the target audience. The company usually stands behind important campaigns (e.g. stop sex traffic, or fight against animal testing) and they openly support the campaigns. This make the brand visible, connected to the people, and again show the values, the power and devotion of the company. On the website the company present the current sales promotions (buy in package, discounts etc) and they try to engage the costumers with the “love your body” card, which is basically a loyalty card.
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Design Brief Project Goal: The Body Shop is planning to extend their product line with a new product category to enrich their existing product portfolio to attract new customers, to make their product more effective in use, to make their products more appealing and interesting. At the same time the company wants to ensure the customer that its business is user oriented, that it cares for their clients and it's not just about increasing the sales. Therefore, the business was in need of a unique product that could offer its clients something that no other cosmetic and make-up brand could, meanwhile it still keeps the bran’s core value in focus. Target group The target group is women 25-50 who has high demand for skin care; maybe because they have extremely dry skin or maybe because they just enjoy relaxing while they are treating their body. These women are usually educated and they know about and support the values of the company. Women who buy this product does not mind to spend higher amount of money on skin-care products, because they not only buy something useful and practical (psychological pleasure) but they buy the values of the company (ideological pleasure). Distribution channel The product is going to be available in the shops in selected countries based on market research and also can be ordered on-line in countries where the web shop is available. It is a B2C distribution as the company sells the product directly to the costumer. Specification requirements The product must fit in to the company’s values. So the requirements for the products are set up by the company: the fabric must be eco – friendly and the production should have minimal impact on the environment (you can read about this later). The fabric also should be able to breathe and also give the moisturizer effect. The fit of the product should not be tight and stiff but rather be very comfortable, soft, easy to put on and move in. The appearance of the product should be natural-like, cozy, and cute.
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Regulatory requirements The jumpsuit must comply to all clothing regulations: for example it must have an after-care label, indicate fiber content and country of origin and an appropriate price tag. Positioning The jumpsuit should give the feeling of CARE: care about your own body and care about the good cause what you support by buying the product. So it should give both physiological and ideological pleasure to the costumers. It should appeal to the costumers because it is practical, it has a function, but at the same time it very comfortable and it tells a story. The customer should associate the product with healthy lifestyle, relaxation, enjoyment and a special treat for the body and mind. Competitors Our product has no direct competitor (according to our research) because we highlight its unique moisturizing effect. We see this product more connected to skin-care than to nightwear or home-wear. The indirect competitors are the eco – friendly nightwear providers (like Noctu, Peopletree, By Nature, etc.) who uses similar materials, but does not connect their products to a special activity. Creative goals We would like our body care product to refresh the way we think about skin-care and also make skin care products more appealing. Creative demands The jumpsuit is going to be the first garment in the company’s profile and if it is successful, they might consider expand the collection with organic night wear. So it is important to set feasible standards and find long-term fabric suppliers.
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Our Product Idea Generation Process
From the first moment we agreed, that we would like to do a product for an eco-friendly company. Values that we kept in focus for the company:  Eco-friendly attitude  Sustainability
1ST STEP: Find a company who works with sustainable products\technology\service
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
2ND STEP: Find a product that fits into the brand image and existing product line: Values that we kept in focus for the product
Aesthetical appearance Practical function Something new, that not existing on the market Eco-friendly material Minimal ecological impact during production Fit perfectly to the existing products Fit perfectly to the brand image Natural material
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
3RD STEP: Design the jumpsuit
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
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Design Proces 2
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AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Product Description The Body Shop wants to ensure the customer that its business is user oriented, that it cares for their clients and it's not just about increasing the sales. Therefore, the business was in need of an unique product that could offer its clients something that no other cosmetic and make-up brand could. Therefore, having in mind our client’s need, we did some research that led us to discover a gap in the market. A missing link in the industry of cosmetics is a body care product that will revolutionize the way we nurture our body’s skin: OneSilk, the patented 100% Tencel soft hooded onesie that enhances moisturizing at night, after you have put on your body lotion. Furthermore, to enrich their customers both external and internal beauty, The Body Shop, adopted a charity royalty programme for this specific product, donating 10% of the revenue. This is done in partnership with WOMEN FOR WOMEN, an international NGO that is leading an Empowering Women & Girls Programme. One of the root causes of poverty is women and girls' lack of control over their lives. But once empowered by education, economic opportunity or choice, a woman can be a catalyst for positive change in her community. The Body Shop cares about women all over the world and wants to contribute in their development. By offering their customers a product that enhances the other product's use (body cream) and also creating a charity royalty programme for the product, they enhance the brand value.
CARE LABEL
WASH BEFORE WEARING HAND WASH GENTLY IN COOL WATEROR GENTLE MACHINE WASH IN COOL WATER DRYCLEANABLE DO NOT RUB, SOAK, WRING OR BLEACH DO NOT TUMBLE DRY LINE DRY WARM IRON RECYCLE WHEN WORN OUT
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Colours and Materials COLOURS Colors for the new product: The Body Shop is well-known for using pastel, light colors that has a natural sense. To make an even bigger connection to the new product we wanted to do colors that represents The Body Shop. That’s why we have chosen three different colors for the jumpsuit: A mint green, a nature white and a light pink. There is a colors for every kind of woman, but they keep the feminine touch and look by using these delightful tones.
USING NATURAL DYES Natural dyes are dyes or colorants derived from plants, invertebrates, or minerals. Their colours are subtle, and more subdued than most synthetic dyes, but they offer vibrant colours in ways you really can't otherwise get. Each product is unique in colour and consistency. Lessening the amount of chemicals and synthetic materials used in dyes, sourcing locally, and adopting a Slow Design philosophy are all ways to lower your impact on the environment. Hand-dying also promotes a craft and art-form that has been in existence for thousands of years, dating back to a time of ancient textiles when paints were made from substances found in nature, worn even as body markings, and created colourful drawings on cave walls. Plant based dyes: Carrot and onion– orange Eucalyptus – (all parts, leaves and bark) beautiful shades of tan, deep rust red, yellow, green, orange and chocolate brown. Lichen – gold, purple, red Pomegranate– with alum anywhere from orange to khaki green Turmeric dyed cloth will turn orange or red if it is dipped in lye. Oregano – deep brown- Black Raspberries -red Dogwood and indigo (leaves) – blue
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
TENCEL is the lyocell fiber from the house of Lenzing. It is of botanic origin, since it is extracted from the raw material wood. Fiber production itself is extremely ecofriendly, due to the closed loop system. On the day that the fiber TENCEL was invented, a new chapter was written in the history of fibers. Textiles of TENCEL are more absorbent than cotton, softer than silk and cooler than linen Closed loop The unique closed loop process makes TENCEL the fiber of the future since the solvent used is recycled by almost 100% in the closed loop process. This special process received the "European Award for the Environment" from the European Union. Totally natural hygiene With TENCEL the formation of bacteria is reduced. Moisture is immediately transported into the inside of the fiber. Thus, no moisture film, which can sustain bacterial growth, forms on the fiber.
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Product AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Calculation Material Tencel French Terry
Colour Cream
Thread Button
Cream Brown
Care label Brand label Size label Embroidery
Price\m Consumption 38 DKK 2,5 0,009 DKK 0,5 DKK 0,2 DKK 0,3 DKK 0,1 DKK 5 DKK
Cost 95,0
4,5 x13,8 2
0,6 1,0
1 1 1 1
0,2 0,3 0,1 5,0 SUM
102,2
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Labour We make our products with love and care. We source some of the finest raw ingredients from the four corners of the globe. We harness the skills of artisan farmers and add our expertise to create effective products that are wonderful to use. We have 25 Community Fair Trade suppliers and we will be featuring more and more of them on this map in the coming months.
Time needed\h
Place of production
0,5
Malaysia
Labour price 9,5 DKK
Cost 4,75
SUM PRODUCTION COST MARK-UP CHARITY TOTAL PRICE
102,2 + 4,75 106,9 \ 2,5 106,9 + 42,76 + 15
106,9 42,76 15,00 164,44 ~ 165
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Exhibition Stand Idea Generation
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Design Proces
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Colour and Material Description The body shop is well-known for the values they use, we realized a garment which shares the same values, same speaking about the stand. We want to give most attention to the nature, for this reason the main wall is covered with forest, while some part of it is covered with wood veneer which is connected with the floor, because is the same material (ash). We create this connection between floor and walls because we wanted the room to be as much harmonic as possible and at the same create a warm spa-like feeling. The furniture are really simple, on your right you can notice a very cozy green knitted chair; in the middle of the room the hanger for the jumpsuit, were the stick which hold the jumpsuit is made out of real branches. The last element is the small table, made out of wood again, and glass; moreover we decide to hang some candlesticks on the branches up in the ceiling for a more warm and cozy atmosphere.
Wood: ash (hardwood, flexible, very strong)
-Background forest wallpaper
-Material used for jumpsuit hanger/shelves Wood: maple (hard, resistant to shock)
-Material used for the top of the table Glass
-Candlestick used to hang on the ceiling branches -Sides wall paint color
-Background wood wallpaper/floor parquet
-Knitted material used for the chair (Wool)
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Exibition Stand
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Promotional Materials DESCRIPTION OF OUR ADVERTISING CONCEPT The Body Shop has a principle: do not spend the customer’s money on advertisements, but rather on charity and findings. So the company uses minimal paid advertising, and if they do even so they try to keep the economical impact very low. They communicate their values, products, seasonal offers and discounts in the store by window display, by the sales personnel and by in-store promotional materials online: on their website and webshop by public relations: they gain attention by supporting charities and important campaigns Based on this principles we planned our campaign as the followings: we choose to make a short movie about the new product, and also an in-store advertising material, and we are going to train the employees how to direct the customers' attention toward the jumpsuit. We decide to make a short informational video, because It is environmental-friendly: no printed material is needed. The company prepares it for a certain amount of money and then present the same video in different countries, so they do not have to pay for the reproduction. It creates an emotional connection while still shows the functional side as well. Beside the movie, we are also planning to do an in-shop advertising material, which is going to be a poster. We think it is necessary, because the costumers can read about the product, and it also draws attention.
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
DESCRIPTION OF THE MOVIE In the move we wanted to illustrate, how the jumpsuit works, how easy and conventional to use it. We also demonstrated the emotional side: the customers can relate to the feeling of relaxation and coziness. The video is going to be played in the stores in an lcd screen, and also on the front page of the web-site of the store.
5.3 IN STORE POSTER: COLOURS MATERIALS AND CONCEPT For the poster we decided to go with the already existing TBS layout: a picture illustrating the feeling of the product combined with some text that communicates the values and function and also combine skin-care product picture. The colour palett is the same as for the product design: pastels and natural colours. The material is gong to be recycled paper.
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Price Tag & Packaging
AGAINST animal testing. SUPPORT community fair trade. ACTIVATE self esteem. DEFEND human rights. PROTECT the Planet.
Conclusion Overall, we are very satisfied with our group work. We did not have major disagreements but the discussions we did have pushed us further in our design process. Our group agreed that we have chosen the right brand because of the common values we share. We ended up with a product that we can be proud of, that has a function for the user and is integrated well within the existing Body Shop products. This project gave us a knowledge about the design process and how the creative act can start in one place and end in another. With our stand we wanted to express the values of the company but at the same time create a suitable environment for the jumpsuit. We believe that our exhibition stand really represents the feeling of wellness and being in touch with the nature.
Group Contract Members: Our ambition level: higher than average mark (10). How much time are we prepared to put in this project: minimum 4 hours per weekday. Where is the group going to meet: mainly at school and library. Way of communication: facebook group/conversation. How do we take decisions: discussion/majority. What happen if someone is not showing up for a meeting/ is late: we are going to assign him his part of the day so he can complete it at home for the next day. What happen if we have a serious problem with a member of the group: we are going to discuss with the person and try to find a solution, if it is impossible to agree on a solution with all the other group member we will report our problem to the teacher. It is important to inform group regarding absence. It is important to be punctual during the meeting and during deadlines. It is important to submit agreed work on time. It is important to work to the best of our abilities, completing work that is up to standars.
We had read and agree about this group contract and will try to do our best.
Nikoline Tangov Davids
Maria–Cristiana Dan
Anna Ratkai
Eva Zemniece
Arianna Gallina
Indre Zvirzdyte