L'Oreal Brandstorm: La Roche-Posay. Discover Both Sides of You by Ania Kanwal

LA ROCHE-POSAY

DISCOVER

Ania Kanwal

ANIA KANWAL N0499812 FASH30108 LIVE PROJECT: L’OREAL BRANDSTORM WORD COUNT: 3289 2

The INTRODUCTION - DISCOVER LA ROCHE-POSAY IDEA GENERATION BIG IDEA THE CONSUMER THE CREATIVE CONCEPT ROUTE TO THE CONSUMER #BothSidesOfYou CAMPAIGN LRP LAUNCH EVENT INTEGRATED MARKETING STRATEGY CONCLUSION

LA ROCHE-POSAY

This report will outline how La Roche-Posay can appeal to the younger consumer by creating a new digital campaign. With the growth of the wellbeing trend, consumers are becoming more aware of looking after their body both internally and externally. This report will also explore how discovering their mindfulness can benefit the 15-25 consumers when looking after their internal health. We will research into the subscription box market and limited edition products and come up with a big idea in relation to our research. This product allows the consumers to ‘let go’ and take some time to disconnect. We will then explore how this idea will be launched with a digital campaign and integrated marketing strategy. This campaign will run throughout the consumer’s journey of purchasing La Roche-Posay’s new product and we will discuss how we will aim to gain and keep a relationship with the new, targeted consumer. La Roche-Posay portray a trustworthy image to their consumers through the recommendations of dermatologists. They use the colour blue to connate feelings of positivity, knowledge and to represent the clinical side to their aesthetic. Blue is the colour of trust, honestly and loyalty. This is the colour that seeks tranquillity above everything else, promoting physical and mental relaxation (Empower yourself with colour psychology, 2009). The French skincare market takes a different approach to beauty by placing an importance on natural ingredients and preferring to have a healthy glow. In France, water is regarded like royalty: it’s a beverage, a beauty product and a skin enhancer. They look towards their inner beauty as well as outer, it isn’t just about what you apply topically (Livingly, 2015). The LRP current consumer are that of an older generation, looking for anti-ageing products, as well as those that suffer from sensitive skin and/or other skin conditions. 4

COURTNEY

Fig. 1

“Consumers are increasingly making the connection between skincare and nutrition” - Well+Good, (2016)

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Our aim is to connect with the next generation of consumers, the 15-25 age group. Gaining their attention will mean receiving their loyalty at an earlier age, whilst also building a relationship with them. Our skincare survey has led us to believe that these consumers are starting to take great care of their appearance. They are discovering that this is influenced by nutrition, health and wellbeing, as well as the use of skincare and makeup. However the younger consumers are uneducated when it comes to these aspects and still spend more money on make-up. “I am interested in other ways of improving my looks such as through the use of food but I spend my money on MAC’ – (participant from survey - Anonymous, 2016) As part of our primary research we looked into the source of mindfulness and visited the Buddhist Centre to participate in a meditation session and experience it first-hand (fig_). COURTNEY

BIG IDEA GENERATION Once taking into account our research of the brand and the beauty sector, we devised three ideas which would eventually lead into our digital campaign. The first idea was inspired by the concept of active beauty. This comes from the athleisure trend and the increased interest of the health and fitness market. This idea provides products that place an emphasis on prolonging the glow and inner wellness of the body (WGSN, 2016). The second idea was based around mind, body and soul, meaning the health of your skin begins on the inside. Stress and anxiety can have a negative effect on the skin and its appearance, especially when sensitive. Therefore it is important to encourage ways of decreasing this and looking after themselves internally. The third idea was based around on-the-go travel sized products. Our survey insight shows our target consumer spends on average £6 - £12 a month on skincare, therefore using smaller products will be a cheaper and more enticing way to target our consumer. By incorporating our research together we were able to create a more fully formed idea, based around a more holistic approach to beauty. This has provided us with a strong concept for La Roche-Posay and the age range of 15-25. COURTNEY

Mind, Body and Soul

Active Beauty Fig. 3 The health of the skin comes from inner, there’s only so much you can do topically.

IDEAS? Fig. 6 products designed for an active lifestyle. “consumers are increasingly making the connection between skincare and nutrition”.

Fig. 4

Subscription Boxes

Travel-sized Products

Packaging is disposable and tacky. Provides opportunity for collaboration with other brands.

Fig. 5

Our survery insight shows our target consumer spends on average £6 - £12 a month on skincare, a cheaper and more inticing way to target our consumer.

Incorporating our research together to create a more fully formed idea. This has provided us with a strong concept for La Roche-Posay and the age range of 15-25. DISCOVER LA ROCHE-POSAY

Our Big Idea

OUR AIMS: • To build an emotional relationship through the use of a digital campaign showing that LRP care about their consumer by listening to their thoughts and feelings. • Encourage excitement and engagement through the use of a cross platform campaign, which is enjoyable to participate in and visually intriguing. • Incorporate the use of a competition with the idea to win a prize or reap a reward. • Promote User-generated content (UGC) to make use of the demographics’ talents.

‘There’s magic happening in the real world if you just put down your phone’ - (Time to Log Off, 2016) SARAH

Our idea is to produce a limited edition box for La Roche Posay, which incorporates travel sized versions of their products as well as a notepad and a zine. Each of the products are to be used in conjunction with the zine to promote a healthy mind and therefore healthy looking skin. The box is called ‘Discover’ as we feel this is a real way this consumer can learn about the brand and their products and at the same time discovering happiness and creativity. This idea is proven timely and relevant through research into the influence of social media on youth, and how we live in a society that is constantly connected, which is having an impact on emotion and behaviour. Looking into the WGSN trend ‘stay present’ means we need to live in the moment and are invited to stay present by going offline and refusing to play by social media rules. The rise in the mindfulness movement is an example of how society are looking to focus on the now and reconnecting themselves (WGSN, 2016). IT’S TIME TO DISCONNECT AND RECONNECT, HAPPIER!

The To distinguish the various attributes and qualities within the 15 â&#x20AC;&#x201C; 25 age range, the target consumer is segmented into two archetypes: The Dazed Consumer, and the Imaginative Consumer.

Fig. 7

The â&#x20AC;&#x2DC;DAZEDâ&#x20AC;&#x2122; Consumer

The Dazed Consumer falls within the 15 â&#x20AC;&#x201C; 20 age sector, categorising them into generation Z. This consumer tends to spend their money on expensive makeup to keep up with the latest Kylie Jenneresque makeup and contour trend. They are generally uneducated in skincare which may explain why more money is spent on makeup than skincare products. They are interested in learning about new skincare brands and becoming educated on skincare, but a brand needs to directly target them in order to attract their attention. This individual is known to experience a lot of stress at this age: dealing with the pressures of the upkeep of their physical appearance, puberty, etc. As this generation is constantly immersed in social media and their mobile phones, they may come across to older people as being unappreciative of the small niceties in life, such as quality family time, appreciating nature, etc. ANIA

Fig. 8

The ‘IMAGINATIVE’ Consumer

The Imaginative Consumer falls within the 21 – 25 age sector. This user has a passion for creativity, and a will to explore new and upcoming things. They may lead busy lifestyles juggling their work and home life, as well as keeping a skincare routine and healthy diet. They rarely have time to spend hours on social media (unlike the Dazed consumer) and prefer being disconnected from their mobile phones e.g. going to the gym, spending time with their friends, or painting. When using social media however, this consumer still feels compelled to become the perfect version of themselves due to the pressures of social media. ANIA

We also looked into what other brands were doing such as the buddy box and calm box, which are both subscription box brands who aim to promote wellbeing and mindfulness. These boxes are based around non-beauty related things so by having a similar approach, our idea still stands out. Liz Earle is one of the beauty brands that tends to focus on wellbeing having a website based around this concept. This is however targeted at the older consumer and our idea is much more playful and creative for the generation LRP are trying to attract. COURTNEY

The Creative When first looking into beauty packaging trends it was noted that an artistic design was an upcoming trend on WGSN and a limited edition product is desired by the targeted consumer - Dieline Media, (2016). Therefore, we decided to create two different designs for each of our target consumers (the Imaginative and the Dazed consumer) based on their ideals, so that the design looks tempting to purchase. This would be perceived as a ‘piece of art’ made in collaboration with a graphic designer based around incorporating a theme of ‘eclectic luxe’: ‘a quirky balance between maximalism and minimalism as statement patterns and bold graphics enliven simple silhouettes’ - WGSN, (2016). This means that a combination of minimal design and statement graphic pieces will be used on our box, in conjunction with keeping on brand and incorporating the La Roche Posay design recipe, as well as promoting further development for the brand and attracting the younger demographic. We researched into colour inspirations and those that evoke an easy, calm and quite mood. The Pantone colour of the year, ‘Serenity’, is a cool tranquil blue that brings comfort, so we thought this colour works for how we want the consumer to perceive the product, however we still want to incorporate the La Roche Posay design recipe. Looking into the psychology of colour, we chose colours that provide balance, emotion, tranquility and creativity - this includes pastel blues, greens and lilacs. SARAH

Secondly, we explored visual merchandising and home trends based around a theme of nature and a tropical urban jungle. Soothing colours and the use of wood were an obvious feature in shop fixtures and home accessories, leading us onto the decision to make the box wooden to be used as a functional object in the home. This will also mean that the consumer can keep it and it wonâ&#x20AC;&#x2122;t look tacky.

Fig. 9

Fig. 10

We looked at a variety of artists that connoted calmness, happiness and the imperfections of beauty in their art. From these we found certain design elements as interest for use in our idea. The artists: Daniel Entonado, Jack Vanzet and Warren Keelan use expressive brush strokes with pastel calming colours. We preferred the fluidity of these designs and how it is almost as if it could represent the washing away of negative thoughts and becoming happier. We looked at Jared Fowler, Junyi Wu and Alexis Anne Mackenzie who presented a range of detailed botanical drawings with different meanings, for example, the lotus flower is a symbol of purity. We all liked the idea of using a flower smeared with paint brush strokes showing the beauty in an imperfection. Wabi-sabi is the Japanese art of finding beauty in imperfection Lawrence, (2004) and we took inspiration from these ideals. SARAH

Fig. 11 Fig. 12

Jack Vanzet

Warren Keelan

Fig. 13 Fig. 14

Jared

Fig.16 15

Fowler

Fig. 16

Mindfulness is more than a set of tools to help manage the stresses of life; it’s also about enhancing your overall wellbeing. More than 850,000 children and young people in the UK have been diagnosed with a mental health condition (YoungMinds, 2016). Half of all lifetime cases of mental illness begin by the age of 15. This has derived from hyper connection and how this generation is constantly connected on social media, young people are pressured to present the perfect version of them selves. We are using the idea of mindfulness in a subtle way encouraging it by providing a range of tools and tricks in our zine. This will be from breathing techniques, creativity and clearing the mind, which will in time aim to increase tranquility, focus and productivity. We are taking inspiration from the book ‘Calm’ which is visually exciting and takes a graphical approach by helping you take back a little bit of peace and space.

Fig. 17

We researched into magazines such as ‘Flow’ and ‘The Simple Things’ as they have been used as inspiration for our box design as well as the zine. ‘Flow’ magazine celebrates creativity and life’s little pleasures, whilst ‘The Simple Things’ is about taking the time to live well. We decided upon an abstract design (fig. 19, 20) which would be a representation of a ‘thought process’; to explain the fact that we have so much going on in our minds and sometimes it can get a bit uneven. This is shown by a ‘painted ball’, which represents a busy, troubled mind where as the random brush strokes connote that someone is letting go of these negative thoughts and fears as they balance out their mind. SARAH

Fig. 18

Fig. 19 Fig. 20

THE DESIGN IN RELATION TO THE CONSUMER

Fig. 21

THE DAZED CONSUMER: A more playful design to attract the younger demographic of 15 - 18. The body parts represent ‘being human and freedom of expression’. THE IMAGINATIVE CONSUMER: A more mature design to attract the slightly older demographic of 20 - 25. The design represents a thought process: The ‘painted ball’ connotes a busy mind, and the brush strokes connote ‘letting go’.

Fig. 22

to the consumer By understanding the consumer decision process and how La Roche Posay (LRP) can target their consumers at each stage, an integrated marketing communications plan can be devised in order to directly target their consumers within the age range of 15 â&#x20AC;&#x201C; 25 years, by using elements of the communications mix. ANIA

“We recognise that each person is special and wonderful on their own and they don’t need to adhere to someone else’s idea of what it would be to be beautiful” CEO of Birchbox

WHAT DO WE WANT THE CONSUMERS TO DO? LRP aim to allow their consumers to embrace both sides of their self; this includes understanding their inner wellness and not just solely focusing on their outer beauty. â&#x20AC;&#x2DC;Discoverâ&#x20AC;&#x2122; by LRP will also aim to encourage their target consumers to disconnect to reconnect â&#x20AC;&#x201C; meaning that it would be beneficial to take some time to appreciate the little, natural aspects of life e.g., landscape scenery, or quality family time rather than being immersed in social media. This may enable the consumers to stop and think about what they are putting on and into their bodies, or think about their distracted and busy minds, so that they can focus on something more calming and stress relieving than their mundane, daily routines. ANIA

Fig. 23

#BothSidesOfYou Our campaign would be a brand building campaign, as it focuses on reaching out to the consumer emotionally in order to build a trust or loyalty with them so the consumer does not think twice to come back to the brand. The aim of this campaign is to get consumers to “discover” both sides of beauty, meaning their inner beauty (health and mindfulness), as well as their outer beauty (physical appearance). The campaign will consist of LRP posting photos of picturesque scenery, flowers, thoughts, and inspirational quotes on Instagram with the caption #BothSidesOfYOU. These images will be posted before the launch of the box with the attempt to excite the target audience about their new ‘mysterious’ product. ANIA

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INSTAGRAM MOCK-UPS #BothSidesOfYou Fig. 24 Fig. 26

FACEBOOK MOCK-UPS #BothSidesOfYou

Fig. 27 Fig. 28

28 Fig. 29

THE USE OF SNAPCHAT TO TARGET THE YOUNGER CONSUMER

Fig. 30

Using an integrated marketing strategy will help to promote this campaign further. LRP will take advantage of the current phenomenon of Snapchat with the 15 - 25 consumer, which will target them in a way that they will listen to and take part in. Supporting this decision to use this platform is a fact found by Kissmetrics, (2015), who state that Snapchat’s core audience is between 15 and 25 years old and Snapchat users are sending up to 400 million ‘snaps’ a day. As LRP is mainly sold in Boots stores in the UK, LRP will collaborate with Boots for this marketing strategy. When a consumer is shopping in Boots, a Snapchat filter will become available to those who are signed up to receive emails from Boots. They will receive a notification to check their Snapchat filters, and for a chance to win a LRP ‘Discover box’, they can ‘snap’ a photo of something that they find beautiful. On the filter, it will have the hash tag “#DiscoverBothSidesOfYOU” with LRP’s logo underneath, and the ‘snaps’ sent to LRP’s Snapchat account, will be featured in a live feed on the app. Glenday, (2013) states: “90% of consumers would recommend a brand to others after interacting with them on social media”.

This will hopefully create a buzz about LRP generated via word of mouth, which may also increase product sales. A good example of a brand that has used Snapchat to promote their brand and products is Sephora. Followers are encouraged to add the brand on Snapchat, take a picture of themselves and draw fake eyebrows on the photo through the app’s doodle feature. The picture should be sent to Sephora’s account on Snapchat and then uploaded to Instagram with the hashtag #SephoraSnapsSweeps. Consumers who are interested must follow the beauty retailer on Instagram as well. According to Alpert, (2014), “Mobile sweepstakes, in particular, are a strong way of engaging your audience, promoting your brand and attracting new users. In this case, Sephora’s use of mobile sweepstakes combined with the power of a Snapchat image makes it a great choice for their strong brand”. This quote therefore supports the use of the ‘win a Discover box’ incentive to attract the younger consumer.

ANIA

Fig. 31

Fig. 32

THE LA ROCHE-POSAY LAUNCH EVENT To promote the campaign and discover box, LRP will hold a launch event. Beauty and skincare bloggers such as Lily Melrose will be invited as well as industry professionals from L’Oreal head office, beauty professionals and known dermatologists, for example Dr. Nick Lowe who can provide expert advice to guests educating them about their own skin, whilst selling LRP products and explaining the brand’s USP: thermal spring water and other beneficial ingredients used in their products. The competition winners from the social media campaign will also be invited. By inviting these authorities, this event and campaign will become known via the press, word of mouth and blogger reviews. This launch event will aim to explain the concept behind the campaign in further depth, by interacting with the guests and physically showing what LRP mean by discovering ‘both sides’ of beauty. When people arrive at the launch, they will be asked to put a thought, or write something that they find beautiful on a piece of paper and to put it in a box (matching the concept of the ‘Discover box’). This will immediately create awareness of the Discover box and guests will have more of a sense of what this campaign is all about. LRP will then read these thoughts out at random at the end with the intention to put the idea into perspective, and emotionally target the consumers. Within the launch event will be creative/Zen workshops for people to explore their creativity, relax and release their stresses. There will be healthy cooking classes and recipe ideas to take away to encourage people to discover their inner wellness and health. ANIA

Fig. 33 32

HOW WILL LRP TARGET CONSUMERS WHILST INTERACTING WITH THEIR ‘DISCOVER BOX’?

During the time the consumers are using their new Discover box, LRP need to devise a strategy to ensure that they are keeping their consumers interested in the brand to build consumer-brand loyalty. The ‘#DiscoverBothSidesOfYOU’ campaign shows that the brand care about their consumers’ wellbeing and health, and not just selling as much product as possible.

The loyalty loop and integrated marketing communications mix (IMCM) When choosing a skincare brand, consumers will consider the choices out there. For them to consider LRP, brand awareness will be increased via the launch event and social media campaign. When evaluating which brand to consider, the consumer will generally look at reviews from websites or bloggers. According to Strauss et al, (2012), people find that a ‘person like yourself ’ is trust worthier than any company or CEO, as they share similar interests and values. This is why the younger consumer would usually trust a blogger; someone within their age range as they feel that they can relate and identify to them, and so are more likely to value their opinion. E.g., in this case, people will trust LRP more when looking at beauty reviews because they rely on other people who have experienced what they are interested in experiencing for themselves. ANIA

The bond will be formed between brand and consumer via direct marketing (a strategy from the communications mix) during and after they have received the box and interacted with the brand. Two weeks after receiving the Discover box, when the consumer is using the box and is building a relationship with the brand, LRP will send out a handwritten postcard asking how they are getting on with the box and products and will include a beauty tip at the bottom. This will make the consumer perceive LRP as a brand unlike any other; caring about their wellbeing. After the events have happened and interest has died down a bit, it is important to bring the brand back into the mind of the consumer. LRP will send a handwritten thank you postcard along with a sample product for the consumer to test. This will make the consumer feel appreciated for spending their money with the brand and is an intimate way of marketing. Another IMCM strategy is Sales promotion. At the end of the zine featured in the ‘Discover box’, will include a voucher with a code on. This is an incentive for customers to receive a discount on LRP products and is an easy way of tracking the success rate of the box, as a certain percentage of sales will be from inputting the voucher. ANIA Fig. 35

Fig. 34

... and to Our research supports that the ‘Discover’ box has the potential to become a successful one-off limited edition product by La Roche-Posay, that allows consumers to discover themselves through creativity and inner beauty by ‘disconnecting’ to ‘reconnect’. This box aims to build a connection and a relationship with the dazed and imaginative consumer and we hope that the consumers will take the time out to explore and interact with the box, giving them a new and exciting approach to skincare. Our box will be useful during stressful times and will encourage getting offline. Our digital campaign will work in edition to the products to directly target the intended consumers. This box promotes the idea that La Roche-Posay care about their customers and want to help their wellbeing, and are not just focused on selling their products.

COURTNEY

The

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The

Fig. 1. Thermal spring water, [Online]. Available at http://www.feelunique.com/p/La-Roche-Posay-Thermal-SpaWater-Spray-150ml Accessed on [22/05/2016] Fig. 2. Buddhist Centre, (2016). [Photograph] Own Image. Accessed on [20/04/2016] Fig. 3. Mind Body, and Soul (2015). [Online]. Available at http://news.mynarrabri.com.au/mind-body-soul-thesecret-to-success-by-glenise-anderson/ Accessed on [20/05/2016] Fig. 4. Subscription boxes, (2012). [Online]. Available at http://www.wired.com/2012/11/subscription-boxeshealth/ Accessed on [20/05/2016] Fig. 5. Travel sized products, (2013). [Online]. Available at http://maiedae.blogspot.co.uk/2013/06/beauty-whatsin-my-beauty-travel-bag.html Accessed on [20/05/2016] Fig. 6. Smoothie, (2016). [Online]. Available at http://www.rd.com/health/healthy-eating/8-healthy-fruitsmoothies-for-breakfast/ Accessed on [20/05/2016] Fig. 7. The Dazed Consumer (2016). [Photograph] Own Image. Accessed on [19/04/2016] Fig. 8. The Imaginative Consumer (2016). [Photograph] Own Image. Accessed on [19/04/2016] Fig. 9. Prowse, S. [2016] Anthropologie store. [Photograph]. Accessed on [13/04/2016] Fig. 10. Botanical room, (2015). [Online]. Available at http://www.housetohome.co.uk/room-idea/picture/livingroom-colour-schemes-10-of-the-best/5 Accessed on [20/05/2016] Fig. 11. Jack Vanzet, (2016). [Online]. Available at http://cargocollective.com/jackvanzet/Abstract-7-1 Accessed on [22/05/2016] Fig. 12. Jack Vanzet (2016). [Online]. Available at http://jackvanzet.tumblr.com Accessed on [22/05/2016] Fig. 13. Warren Keelan (2015). [Online]. Available at http://www.demilked.com/ocean-photography-waveswater-light-warren-keelan/ Accessed on [22/05/2016] Fig. 14. Warren Keelan (2015). [Online]. Available at http://www.demilked.com/ocean-photography-waveswater-light-warren-keelan/ Accessed on [22/05/2016] Fig. 15. Jared Fowler, (2016). [Online]. Available at http://www.booooooom.com/2016/03/01/photographerspotlight-jared-fowler/ Accessed on [22/05/2016] Fig. 16. Jared Fowler, (2016). [Online]. Available at http://www.booooooom.com/2016/03/01/photographerspotlight-jared-fowler/ Accessed on [22/05/2016] Fig. 17. Flow Magazine, (2016). [Online]. Available at http://www.flowmagazine.com/product/flow-france-issue-1 Accessed on [22/05/2016] Fig. 18. Calm Book, (2015). [Online]. Available at http://adorngirl.com/calm-the-mind-change-the-world-bymichael-acton-smith-review/ Accessed on [22/05/2016] Fig. 19. Cripps, L. (2016). Younger consumer Box design [Photograph]. Accessed on [22/05/2016] 43

Fig. 20. Cripps, L. (2016). Box design [Photograph]. Accessed on [22/05/2016] Fig. 21. Cripps, L. (2016). Younger consumer Box design [Photograph]. Accessed on [22/05/2016] Fig. 22. Cripps, L. (2016). Box design [Photograph]. Accessed on [22/05/2016] Fig. 23. Lake district, (no date). [Online]. Available at https://en.wikipedia.org/wiki/Lake_District Accessed on [22/05/2016] Fig. 24. Prowse, S. (2016). Instagram Mock ups. [Photograph]. Accessed on [22/05/2016] Fig. 25. Prowse, S. (2016). Instagram Mock ups. [Photograph]. Accessed on [22/05/2016] Fig. 26. Prowse, S. (2016). Instagram Mock ups. [Photograph]. Accessed on [22/05/2016] Fig. 27. Welham, C. (2016). Facebook Mock Ups. [Photograph]. Accessed on [22/05/2016] Fig. 28. Welham, C. (2016). Facebook Mock Ups. [Photograph]. Accessed on [22/05/2016] Fig. 29. Prowse, S., Kanwal, A. (2016). Campaign Design. [Photograph]. Accessed on [22/05/2016] Fig. 30. Kanwal, A (2016). Snapchat Mock Up. [Photograph]. Own Image. Accessed on [22/05/2016] Fig. 31. Sephora sweeps snaps, (2015). [Online]. Available at http://instacelebs.net/top-brands/sephora-sephoracongratulations-to-momorose94-the-winner-of-our-eyebrows-on-fleek-sephorasnapssweeps-follow-us-onsnapchat-at-sephorasnaps-we-post-bts-photos-at-sephora-hq-first-looks-at-new/ Accessed on [18/05/2016] Fig. 32. Sephora Instagram, (2015). [Online]. Available at http://www.engagesciences.com/mobile-marketinginstagram-snapchat-tinder/ Accessed on [18/05/2016] Fig. 33. Kanwal, A, (2016). Launch event invite [Photograph]. Own Image. Accessed on [22/05/2016] Fig. 34. Kanwal, A. (2016). Loyalty loop. Own Image. Accessed on [22/05/2016] Fig. 35. Kanwal, A. (2016). Kiehlâ&#x20AC;&#x2122;s postcard. Own Image. Accessed on [14/03/2015]

The

RESEARCH METHODOLOGY TABLE

THE BIG IDEA PROCESS

SKINCARE SURVEY, 19 PARTICIPANTS. 5% MALE AND 95% FEMALE

SKINCARE SURVEY - QUALITATIVE ANSWERS

“WRITE A WORD OF SOMETHING YOU FIND BEAUTIFUL”

CONSENT FROM PRIMARY RESEARCH

FEEDBACK FROM CREATIVE CONCEPT PRESENTATION CONTEXT + Primary research > lead into other things. Donâ&#x20AC;&#x2122;t go too hippy. Will it alienate people? use the ETHOS + Consumer profiles - add more to them. Few generalisations, tweak them more, more informative. How are you going to get these consumers? where is their need for this box BIG IDEA Getting offline > idea subscription boxes - make sure approach is innovative and diff, 6 months down the line < tired of them? have we reached peak mindfulness? another word u could use? CC Wary of jumping on current trends.. Look at future trends, own versions of trends. whatâ&#x20AC;&#x2122;s next? own responses to visual artists and interpretations How will we consolidate the online - offline consumer watch the dream catchers and incense ELI & SARAH WABISABI - Japanese acceptance of imperfection. EXTRA BEAUTIFUL > COULD build on as a concept, hashtag Part of an overall solution younger consumer - will they be able to subscribe or afford boxes? How will you get the parents to subscribe, target parents home trend is an older trend BOX HAVE A FUNCTION. Post notes in box?? This box was your way of posting a thought > interact with the box, pass this box with happy thoughts to a friend. Use this box for a portal for mindfulness. GETTING OFFLINE. get off insta, interact with the box Young people have the aspiration to be the perfect person - instead, focus on inner beauty, getting offline, mindfulness, connecting one another, thoughtfulness GEN Y - SETTING UP TRUST FUNDS FOR THE FUTURE. Bang on in terms of the trend 3 target consumers - go with your gut about the idea, then go back and make it fit to your insight. Nail technician, so concerned about her outer beauty but would like to explore inner beauty IDEAS FOR EXECUTION. Make their mindfulness and offline experience better as part of the campaign - channeling yourself to turn to the box when things get tough, helping people Transforming yourself elsewhere