anna brookes
thank you to our beautiful and charming model Olivia
By Anna Brookes n0274681 FASH300 Negotitated Project Stage two: Implementation with thanks to team revitalise members Anna peachey and Lucy Barrett
what’s Welcome p.10 approach p.11 the story p17
RIVALSp.54 Anne Semonin p. 56 Absolution p.58 Sin-care p.60
THE IDEA p. 23 today’s trends p.27 Tri-plicity p.32 how it works p.36 ingredients p.38 colour p.39 name choice p.44 appearance p.46 price p.47 the full circle p.48 Why now? p.50
TODAY’S BUYER p.58 Uplifiting enthusiast p. 64 Enhance Visionary p.72 Refined Optimist p.80
inside THE BIG IDEA p.89 Share today p.92 photobooths p.94 competition p.98 social media p.100 Feel connected p.102 today’s kindness p.104 invite today p.106
THE LAUNCH p.107 online presence p.108 welcome in-store p.110 phone app p.114 tri-station p.118 magazing advert p.120 feel empowered p. 122 Today’s Casting p.124 Body Shop at home p.128
TOMORROW’S STORY p.129 Future Possibilities p. 130 revisit today p.131 references p.135 illustrations p.136 bibliography p138
“I think it is my job, and the job of all women my age, to redefine the notion of beauty and to legitimize the ageing process. We have to spread a new message� Anita Roddick (2000:99)
7
create an iconic and innovative product or product range for The Body Shop respecting the brands values
Figure 1. iconic products yves sain lauren touche eclat * innovative functionality l’oreal elnett hairspray *classic product bought to moder day maybelline great lash mascara * cult classic chanel no.5 * timeless product ghds*salon quality palmers cocoa butter * original product vaseline * the all rounder st. tropez fake tan * best results 9
hello.
To create a new iconic, innovative product or product range for The Body Shop is the 2012 brief for the L’Oreal Brandstorm competition. To establish which product would be best suited for The Body Shop and to generate something iconic, Team Revitalise conducted a range of research in the stage one report. Focusing heavily on the beauty industry and analysing The Body Shop’s current positioning within this sector. Highlighting consumer behaviour and key trends were other areas of research used to help define key recommendations to approaching this report. This report centres on the outcomes of our research. Showcasing our product and the target consumer alongside illustrating our promotional strategies and future recommendations. The Recommendations set by Team Revitalise for The Body Shop are: •To produce a product within the skincare sector due to continual growth and advanced developments in this area •To create a product that differentiates itself from existing skincare offerings •To respond to the changing beauty consumer and trends of 2012 •To use effective promotional marketing to reinstate interest once again in the brand •To develop innovative campaigns that effectively translates a new product to the consumer The beauty industry is continually changing, however The Body Shop is not responding rapidly enough to these developments. The stage one report highlighted their current positioning in this sector emphasising the need for a new product and strategy, to restore their position as key leader in the beauty and organic sector.
By implementing the proposed changes for The Body Shop, more defined areas of research were investigated. Researching the skincare sector and concentrating on new developments that have not yet become mass market, helped identify an exciting product that could be offered first on the high street by The Body Shop. A variety of consumer research was undertaken to understand their needs and opinions of the beauty industry to ensure our product addressed their concerns. In comparison to the stage one report Team Revitalise’s approach to research methods was more democratic. Working in a group enabled us to make decisions together but also allowed for independent research. Feedback from the creative industry, tutors and focus group participants was taken into consideration, also providing further validation and a critical perspective. Team Revitalise has critically reviewed all outcomes and understands that some primary research could be more valid. Geographical limitations existed as the majority of participants were based in Nottingham. However secondary research such as industry reports from Mintel and WGSN will further validate our ideas.
approach.
11
introducing.....
figure 2. 3d design of Tri-plicity
Tri-plicity is a new approach to skincare and one that creates a unique and personalised experience for the consumer. This type of skincare targets lifestyle factors that face women on a daily basis. 13
15
the story
figure 3. previous page overiew of the beauty industry
Team Revitalise decided that the skincare market would be the appropriate category to create a product for The Body Shop (stage one:p5). Currently they have successful products within this market (body butters, Vitamin E cleansers) however new advances in this sector allow for further developments. The facial skincare market continued to grow through the recession and its projected annual growth is around 6% from 2013-2016 (Mintel, online:2011). According to Mintel, almost 9 out of 10 women use face creams and lotions with the main age demographic being 45-54. 40% of consumers use face cream more than once a day as part of their daily routine, providing opportunity for growth in products for different times of the day. The market is frequently expanding with new launches, ensuring consumers stay interested. The most recent is BB creams (beauty balm creams) launched in the UK after huge success in Asia. The popularity of this product may be down to its multi-functionality (contains SPF, cover imperfections, hydrates skin and even out complexion) as in recent years there has been a plethora of products in this sector that claim multi-benefits (Stage one:p26). Alongside these benefits, innovative and scientific products are on the rise. Even though there is still some uncertainty among consumers over the claims promised, “almost 57% of women believe antiwrinkle creams are overhyped” (Mintel, online:2011), more of these products are validating these assertions. In 2007, BBC’s Horizon programme highlighted N0.7’s Protect and Perfect range as effectively working against signs of ageing.
17
figure 4. trends in serums incorporating both science and nature
Serums are a new product that can be integrated into daily routines and have altered the skincare landscape. They tackle fundamental skin concerns, using a more concentrated solution. Although it appears there is consumer confusion on how to use these products “Nobody actually said when to use it! People say it’s the new thing…..and I’m thinking but which one? Just tell me if it will make my skin look better” [interview, 13:04, see appendix]
19
figure 5. Current beauty offerings
The facial skincare market is oversaturated with products combating ageing or teenage skin. Brands attempt to attract consumers at a younger age by introducing daily routines to continue through their life. Furthermore, the ageing population will have a profound effect on product categories as the number of women aged 65-74 will grow (Mintel, online:2011). Unfortunately, this age demographic is the lowest volume users of facial skincare, suggesting that brands will have to respond to these changes. However, recently there has been a trend in products that accommodate to the changes in your skin affected by lifestyle factors, rather than focusing on ageing. This is a new concept derived by a small section of brands targeting a gap in the market, which has yet to appeal to the masses. They have noticed women’s skin changes due to external factors and not primarily ageing; such as the environment, moods, diet and lack of sleep (refer to competitor section). What makes this category even more compelling is each product can be customised to the consumer’s needs, making the communication between the brand and consumer more personal. Most existing products within the facial skincare market are only tailored to three types of skin; normal, dry or combination and offer three step guides. However, this modern approach to skincare highlights an emerging trend offering a customised experience for today’s consumer. In the stage one report, key consumer beauty trends were highlighted (stage one:p16-21). Nevertheless, it is important to identify consumer behaviour relating to skincare, to ensure our product meets their needs. According to Mintel, the UK consumer is open to innovation with free samples being the main driving force for purchase (Mintel, online:2012). Delivering products to women that appear to be convenient and easy in application drives sales, whereas the ingredients of products are less important. There interest is driven by results, with products that moisture the skin being the biggest priority.
21
the idea
When asking women if their skin stayed the same every day, 76% of them noticed its changes (see appendix). This analysis drove our enthusiasm to create a product that offered a customised approach to the consumer. As previously mentioned, the skincare market offers products targeted to three main skin types dry, oily or combination skin, misleading consumers to think they must fit into one of these categories. Even though women noticed their skin changes only a small minority adapt their routines to address these needs. Our research highlighted many factors that can affect women’s skin but not many products providing a solution. There are situations everyday where women customise to their needs (see figure 6.), for example changing outfits due to the weather or their mood, so why then do they not change their skin routines for the same reason? Our research indicated three main lifestyle factors that altered women’s skin (see appendix). These factors target women universally regardless of age, skin type or location.
23
HORMONES Hormones are a part of every woman’s life, starting at young age and seeing them through to menopause. Not only do they affect many areas of the body, but they have an impact on skin. When oestrogen levels rise, excess oil is produced, causing skin to become prone to pimples and blackheads.
WEATHER Harsh weather conditions can damage the skin by removing moisture and drying the skin’s surface. Women are informed to use SPF to protect skin against hot temperatures, however not much emphasis is directed to cold weather conditions. During colder months, the level of Vitamin D in the body decreases leaving skin paler and dark circles under the eyes. Skin is left feeling dry and dehydrated.
25
MOODS Not only does stress play havoc on sleep, diet and health it also causes problems for the skin. When stressed, the body produces a fight or flight hormone. This is when adrenaline redirects blood flow away from the skin leaving it under nourished and resulting in dull skin tones (penders, online:2010). If stress is on-going in a woman’s life it can lead to early signs of ageing, acne breakouts and can prolong the process of fresh skin cells reaching the skins surface.
today’s trends
27
customise figure 6. moodboard illustrating the plethora of customisation for the consumer
2.
1.
3.
8.
9.
1. BURBERRY: create your own trench coat 2. PRADA: customise sunglasses adding symbols, initials 3. MYMUSELI: make your own museli from 80 ingredients 4. URBAN DECAY: build your own eye shadow patlette 5. HEINZ: personalise message on tin of soup 6. PANDORA: mix and match bracelets from selection of charms 7. CONVERSE: create own converse 8. NAILS INC: choose colour, cap and name 9. MINI: customise all areas of car
4.
6.
5.
today. 7.
give back 1.
2.
8.
7.
1. VIVIENNE WESTWOOD: handmade recycled materials made in Kenya supporting the work of over 7,000 women 2. TOMS: expanding its one to one mission into eyewear. For everyone bought eye tests and treatment given to those needed 3. M&S: Shwop campaign, bring back old items of clothes to be recyled and reused. 4. MAC: bring back six empty packets and receive a free lipstick 5. LUSH: bring back 5 empty pots and receive a free face mask 6. ORANGE: give 4 hours of time volunteering and receive a free gig ticket 7. NIKE: shoe recyling to make materials for sport facilities 8. THIERRY MUGLER: refill perfume bottles at selected department stores
tomorrow
3.
4.
6.
5.
figure 7. moodboard on brands who show ethical values
31
this is Tri-plicity
Tri-plicity is a new approach to skincare and one that creates a unique and personalised experience for today’s women. Noticing that no two days are the same this product differentiates from current skincare products.
33
the product 35
how it works....
The product has been designed to make multifunction easy to use. Using three serums; weather protect, mood relief and balance control, and one core moisturiser, the consumer can choose which serum to use, to suit their day. Each serum is detachable and designed to not affect the moisturiser in the centre. They are connected using dispenser pumps ensuring the correct amount of serum and moisturiser is released.
This product truly relates to The Body Shops eco- friendly attitude. Each serum and moisturiser is refillable. As some serums will be used more frequently, the consumer can bring back the empty serum to any store to refill, highlighting the trend of eco-cycology (Trendwatching, online:2012). This trend adopts the idea of brands helping consumers recycle, by taking back old items for the brand to do something positive with them (see figure 7). Our idea differentiates itself as the consumer is to reuse their old product. Noticing this trend shows a positive shift in brands and consumers becoming increasingly aware of the environment. Furthermore, the product comes with a wraparound “how to use� booklet, keeping packaging to a minimum.
figure 8. example of booklet to be wrapped around product created by Lucy Barrett
37
vitamin B5 uplifting sense citrus oils helps restore nutrients and repair skin surface
natural hydrating products alguronic acid high SPF help hold in the skins moisture
natural plant hormones cucumber tea tree helps sooth skin and leave it blemish free
made from community trade ingredients figure 9. three serums
playing with colour
weather
moods hormones
figure 10. colour examples for product
The Body Shop categorise themselves as a masstige brand. It seems they justify this through the formulation of their products, however their packaging, product design and in-store environment does not interpret the same elements. As Tri-plicity is a new approach to skincare, team revitalise created a design and name to differentiate itself from the Body Shop’s current styling of products, producing a more appropriate ‘masstige’ item.
41
neutral tones
The Body Shop use bright, vibrant colours for their product design however they don’t have a specific colour palette. Brands who offer customised skincare are currently positioned within the premium market.
burst of colour
These products have a consistent design element using neutral tones with a burst of colour. To create a similar design recipe for The Body Shop, mixing their bright colours with the neutral tones of the high end products relates to current design trends. figure 11/12 Examples of products using simplistic design and bursts of colour
. tri pl The Body Shop name their products after their ingredients, with a few exceptions such as their Nutriganics and Natrulift ranges highlighting their attempts at creating more intelligent names. Using the word Tri-plicity translates to the consumer an intelligent product, yet its allusion to ‘simplicity’ communicates to the consumer that it is easy to use. TRI also signifies the three elements of the product.
licity tri·plic·i·ty [trih-plis-i-tee] noun, plural tri·plic·i·ties. 1. the quality or state of being triple; threefold character or condition. 2. a group or combination of three; triad.
45
the appearance
As Tri-plicity offers multifunctional, designed for simple use, the process of effectively creating a product that provides both was a difficult challenge. Currently no products on the beauty market offer three serums and one moisturiser attached together so a whole new design was needed. As the serums are detachable this was another element to consider. Inspiration was taken from existing beauty products to household items and everything in between. Once again relating to the premium sector, their design elements are simple and sleek, therefore applying the same aesthetic to Tri-plicity. Team Revitalise designed the product and then collaborated with product designer, Jo Cowan to create a 3d version.
the right price
To ensure our product will appeal to the mass market and target consumer (see consumer section) Team Revitalise researched The Body Shop’s existing prices for moisturisers and serums. Their Vitamin E day cream retails at £9.00 for 50ml, which is the size of our core moisturiser. For a 30ml serum the cost is £10, making our three serums sized 20ml cost £20. Therefore the estimated price for Tri-plicity is £29.00. Team Revitalise understand that this would be the most expensive product they have, however there Nutriganics serum is retailed at £22.50 for one, whereas our product offers three. Furthermore the refill aspect would ensure the consumer wouldn’t need to repurchase, instead pay £6.00 a refill.
47
• Tri-plicity offers a premium product to the mass market • Tri-plicity provides a tailored experience for the consumer
strengths
• It allows The Body Shop to create a personal conversation with the consumer through effective promotion • Tri-plicity is a product that incorporates both intelligent and natural ingredients • It makes multifunction easy to use with a simple design • The reusable packaging relates to The Body Shop’s core values • Activating self-esteem in the consumer by embracing natural beauty through the campaign • Tri-plicity allows The Body Shop to become the first UK brand on the high street to adopt this innovative skincare
weaknesses
• The name could sound too scientific positioned against The Body Shop’s current products • Consumers may be uncertain of the benefits as it is a new skincare product • Consumers would need to be educated on how to use this customised approach in their daily routines • Not every woman may need all three serums • The design and function could be costly as the serums are detachable
• This new product would draw media attention and consumer awareness to The Body Shop • A innovative campaign strategy could translate to the consumer new attitudes and positive change
opportunities
• Expansion of different serums targeting different problems (pregnancy, pollution) • Expansion to different body areas such as hair care, body care and male grooming • Tri-plicity targets universal problems, highlighting the possibility of it communicating to women on a global scale • Possibility to combine with women’s organisations and charities relating to each serum (exp. post natal depression or supporting women who work in extreme weather conditions) • Expansion into different product types i.e. cleansers or toners • Allowing loyal consumers to customise the moisturiser to their preferred choice (i.e. vitamin E cream)
• Existing beauty brands utilizing this concept to their own ranges
threats
• Scepticism in the consumer of ethical brands and new innovative products • Communication of the product is essential, as The Body Shop seem to be forgotten on the high street • Targeting a younger consumer requires The Body Shop to work harder to capture their attention
the full circle 49
why today?
WGSN has highlighted key trends for 2013 that relate to our product. •There is a growing trend for highly sophisticated natural products known as “Hybrid Naturals” •Multifunction will be important as consumers continue to lead busy lifestyles. These products aim to reduce application, time and cost
•Packaging is becoming more simplistic with neutral tones •Customised approach to skincare creates personalised treatments Alongside current trend reports that validate our product, statistics on society further strengthen our idea. Today’s economic climate has a profound effect on health and wellbeing. With high inflation creating cautious spending by consumers and unemployment levels increasing, society has more worries than ever before. A recent study showed that in the UK stress levels have risen since 2008 and that 35% of workers experience unreasonable levels of stress at work (HR review,online:2012). Almost one in five women feel their stress levels are out of control (Dailymail,online:2011). Women today adapt to different social roles; employee, wife and mother adding pressure to multitask. The UK’s weather is one that has always been unpredictable, with the early months of 2012 confirming this. The dry Winter leading onto the driest March for 59 years has caused drought throughout the UK (Gavaghan online:2012 ). May has been predicted to consist of bitter winds and even snow. Weather has been known to effect moods, addressing the need for women to be offered the choice to adapt their skincare routines to another lifestyle factor.
WGSN predict that the personalisation of products will add a unique feel to 2013. As consumers are becoming more educated and are offered a plethora of intelligent products, this new approach to skincare seems timely. For The Body Shop this product type differentiates itself from their current product offerings and will make them the first UK brand on the high street to offer a customised approach to skincare. As The Body Shop is highly respected for its ingredients and creating positive change, introducing this product to the mass market will have a profound effect on their positioning within the beauty sector. Not only making them a brand with strong core values, but one that offers natural and intelligent skincare at an affordable price.
51
comfort protect relax
figure 13. Images to illustrate the same benefits that Tri-plicity will provide you with.
the benefits
53
the rivals
As previously stated, personalised skincare has been adopted by premium brands only. They offer multi function at a high price and directed at educated consumers. They present a mix and match approach where you add serums to an existing moisturiser. This is where our product differentiates itself. Tri-plicity allows the consumer to decide which serum to use daily with an easy application, distributing the correct serum to moisturiser. Tri-plicity’s three main competitors; Sin-care, Absolution and Anne Semonin are all available in the UK via online or in stores. Although, Absolution’s launch within Space NK was unsuccessful being removed a few months later. Reasons for this are unknown however the lack of promotion and proposing a new approach of skincare may have contributed. Nevertheless, Anne Semonin has had continued success since launching in the high-end department store, Libertys in 2010, but this still shows this product category aimed at an educated consumer.
55
refined excellence USP Offering a range of products that provide a personal beauty ‘prescription.’ Scientific serums consisting of essential oils mixed with neurocosmetics and cryotherapy, which can be used individual or mixed with other products. Threat Luxury pioneers of customised skincare with 25 years of experience. Beauty therapists will custom blend the products for consumer creating a more accurate product suited for their needs. Why Tri-plicity differentiates? They target ‘sophisticated ladies’ whereas our product is for the everyday woman, and their main focus is ageing.
figure 14. Anne Semonin luxury competitor
57
figure 15. Absolution skincare ‘cool’ brand with a distinctive personality
enhanced savvy USP An organic unisex skincare brand offering a minimal selection of products that adapt to different skin’s moods. Threat Strong brand identity with ethical values, unlike The Body Shop they do not solely rely on these. Sleek design, innovative packaging attracts the consumer. Why Tri-plicity differentiates? User needs to mix two product together in a palette, whereas tri-plicity release the correct amount of serum and moisturiser.
59
uplfiting sinner USP 8 beauty serums that target lifestyle sins such as diet, smoking and too much sun. Threat Innovative concept and offering solutions to problems consumers can relate too and will know which one they need. Why Tri-plicity differentiates? Small brand that is fairly unknown, whereas The Body Shop is a recognised brand. Even though they offer 8 serums they are still targeted towards signs of ageing.
figure 16. Sin-care the brand that offers solution for consumer’s sins 61
today’s buyer
In stage one report, The Body Shops consumer was mentioned, however it highlighted an uncertainty of who they are. Research indicated that they target a range of socio economic groups with online visitors dominated by 45-54 year olds. A focus group of women aged 19-23 provided an insight into their perceptions of the brand “Every time I walk past The Body Shop it’s been the same for like, however many years, it’s not any different. It’s got to have something that’s going to draw me in” (focus group participant, 00:15:20, see appendix) It seems the needs of the younger consumer are not being met and The Body Shop rely heavily on their older consumer purchases. To ensure our product targeted the right consumer and met their needs, Team Revitalise conducted research aimed at three age groups. As the current product offerings within the beauty industry are targeted at teenage skin or fighting wrinkles our ages consisted of 20-25, 26-30 and 30+.
63
Meet Sophie. 23 and graduated from university Exciting new job within Fashion Marketing in London Current Priority “To succeed in the job that I’ve got and to earn some money”
65
sophie’s regime
“I wash my face everyday, and then just moisturise with n0.7. But I have to put a lot on as I have dry skin ” “Now its windy and has gotten colder, my skin is really dry and quite flaky, hormones, sometimes I get spots, If im not eating right or im stressed my skin goes pale and I get dark circles”
figure 17. Sophie’s daily skincare products
67
a
day in the life
sophie of
STRESS
CALM
figure 18. a normal day for Sophie getting ready and going to uni are stressful parts
figure 19. illustrating Sophie’s main items and showing the difference between the three ladies
sophie’s favourites 71
Meet Anna. 26 and works in admin getting married in the summer Current Priority “settling down, I’ve got a mortgage and getting married within a few months….which should be stressful…so far it’s not the stresses are all financial”
73
Anna’s regime
“I’ve started to notice signs of dullness…wear and tear. I looke after my skin better to protect it”
“hormones, stress and weather for me, combination skin I suppose, I get dehydrated patches on my cheeks…t- zone oily!”
figure 20. Anna’s daily skincare products
75
a
day in the life
anna of
STRESS
CALM
figure 21. a normal day for Anna, not much of a morning person
figure 22. Anna’s favourite items, more sentimental than Sophie’s
Anna’s favourites 79
Meet Lauren. 32 and is a care and support worker Content with every aspect of her life, ready for the next chaper Current Priority “The whole growing up, wanting to be a mum, wanting to be at that stage is stressing me out….that its not happening fast enough”
81
Lauren’s regime
“I am, to be honest a face wash and moisturiser girl” “Skin regime doesn’t necessarily change, but I know when I’m due on my skin will be abit dull”
figure 23. Lauren’s daily skincare products
83
a
day in the life
lauren of
STRESS
CALM
figure 24. a normal day for Lauren most of her day appears to be calm and relaxed
figure 25. Lauren’s favourite items, extremely pesonal and showing her caring personality
Lauren’s favourites 87
Researching three different age groups demonstrated that Triplicity could be adapted to anyone of their lifestyles, highlighting our key USP. Our product does not target age but universal factors facing the everyday women. Whether finishing university, getting married or wanting children this product can be suited to constant life changes. Therefore, the ‘uplifting enthusiast’ will be the targeted consumer as Tri-plicity will be a product they can continue to use through all stages in their life. Due to the rapidly advancing world and constant updates surrounding this consumer, it has led to them embracing change and new products. They embrace individuality, illustrating the appeal of our product for them as it allows for customisation. They enjoy sharing information and participating with brands leading to a strong brand loyalty. Targeting the ‘uplifting enthusiast’ will bring in a new demographic that will further the repositioning of The Body Shop.
the big idea “Stories excite the imagination of the listener and create states of puzzlement, insight and resolution� -Anita Roddick
89
how is your personal
british
polite
caring
To effectively communicate Tri-plicity to the mass audience our campaign strategy will be based on the idea of ‘making today better’. As Tri-plicity is a customised approach to skincare, the tone of voice for the campaign should create the same personalised experience for the consumer. As it is a new approach to skincare the communication between the brand and consumer is vital, therefore making this converse a friendly attitude seems appropriate.
The first stage of informing consumers of Tri-plciity will be implemented in-store nationally. Staff will start a conversation with the consumer asking how there day is and if there is anything they can do to make it better. Trendwatching highlighted a key consumer trend for 2012 which is embracing brands that show generosity, empathy and have character. What could be more humane than kindly offering to improve someone’s day? Complimentary items will be given in and outside the store, relating to our three different serums such as hot cloths, chocolate and water. Staff will inform the consumers of the new product launch and how the free items mirror the benefits of the product (for example, hot cloth relaxes relating to the mood relief, chocolate makes you smile and water hydrates your body). The whole notion of Tri-plicity is offering a product that adapts to the consumer’s life when faced with factors out of their control. Team Revitalise wants The Body Shop to communicate to the consumer that they understand their needs and problems and have the solution to take them through life’s changes. The Body Shop is already a brand that shows a caring nature towards the environment and society, however directing their communication towards their consumer creates a personal touch.
friendly
day? 91
share
figure 26. illustrating the many brands who have intergrated sharing images online
1.
6.
5.
1. BUBERRY: ‘Art of the trench’ generated over 7 million users between launch in 2009 to mid 2010 2. NIVEA: Moments of closeness generated 91,563 personal photos uploaded 3. ASOS: rucksack challenge.Show contents in your rucksac, successful use of Pinterest 4..H&M: coinciding with fashion against aids collection. Users upload images of a kiss and $1 is donated 5. ZARA: ‘zara people’ launches allowing users to upload style images wearing at least two zara items 6. INSTAGRAM: the biggest image sharing website now worth $1.2 billion.
2.
3.
today. 4.
93
Photo booths will act as another promotional tool to further translate the Tri-plicity story of making today better. Sharing our lives online has never been more prominent in society with the power of sharing being just a ‘click’ away. The photo sharing app, Instagram surpassed 50million users (Taylor, online:2012), emphasizing the continuous growth and accessibility to share images.
interact today
These booths will be positioned within shopping centres and near The Body Shop stores. Inside the photo booth the consumer will be shown a variety of virtual scenarios relating to our three different serums. Afterwards they can upload their image to any social media website and also get the chance to appear in the video campaign. Furthermore they’ll be informed of the three free sample kits, receiving one by following The Body Shop’s social media sites. By providing an incentive for the consumer will prompt more traffic to The Body Shops online channel where consumer engagement will continue. figure 27/28/29 illustrating the photobooths and displayed in shopping centres 95
choose
figure 30. Mock-up of the photobooth screen and the journey for the consumer
share
connect
receive
97
figure 31. Example of a competition’s user moodboard for climate kit
get involved
With the arrival of their chosen sample kit, the consumer will be invited to participate in The Body Shop’s Pinterest competition. Pinterest is currently the fastest growing sharing website
with
over
10
million
users,
80%
of
them
women (Banks, online:2012). They will be asked to create a board showcasing their own personal kit relating to our threesurvival, emergency and climate kit. The board in each category that is seen as most innovative and interesting will win their dream day out of a selection of choices relating to our serums, whether this is a spa day, or track racing day, further translating our core message of making today better.
99
figure 32. mock up of the twitter page and interactions with the consumer. Created by Lucy Barrett
Social Media has now become a core part of a brands communication strategy and “is encouraging a greater degree of intimacy between consumer and brand – and also stretching the definition of friendship.” (WGSN, online:2012) These sites provide a more personal approach, and if correctly enforced can benefit a brand hugely. Twitter creates an opportunity for brands to show their personality through interesting and authentic content, allowing consumers to engage on a personal level. Therefore Twitter will be integrated into the Tri-plicity communication strategy as another platform to start the ‘making today better’ conversation with the consumer, offering a personalised customer service. The future of social media is developing in a way that creates even more personal communication, with linking CRM systems. Advertising will become “advice for someone, based on the idea that, in a few years’ time, a brand will know so much about that customer that it can advise that person what to buy next” (Handley, online:2012). This exciting new development could be integrated into Tri-plicity’s communication strategy. Being able to specifically target a consumer’s needs by having an insight into their life provides another channel to educate and inform the consumer.
101
feel connected
2. 6.
1.
7.
5.
figure 33. illustrating brands who have taken the approach of connecting to consumers through random acts of kindness
1. ANTHON BERG: generous store. offering free chocolate to customer in return for doing a good deed. images of promises were sent via Facebook. 2. KOTEX: worlds first Pinterest campaign. Generated 2,284 interactions and 694,583 total impressions 3. BEN AND JERRY’s: Just launched, giving away free ice cream and free boot shines. Consumers can then nominate someone to win a supply of ice cream. 4. STARBUCKS: free latte day generated 5 million twitter impressions 5. MR KIPLING: free cakes given away at bus stops estimating contact with 500,000 consumers 6. WALLS: share happy smile-o-meter. Rewards ice cream depending on smile rolled over 18 months 7. T-MOBILE: advert receieved over 1.5million views online
3.
today. 4.
103
The climate kit offers items to protect against the weather
figure 34. Examples of free sample kits and their contents created by Anna Peachey
The survival kit to calm the consumer in times of stress
today’s kindness
Random Acts of Kindness continue to be a key marketing tool adapted by brands. Bringing unexpected happiness to consumers can increase a brands reputation. With the campaign based around making today better all aspects of the communication will be providing happiness to the consumer. The sample kits present a range of complimentary items that relate to each serum, conveying The Body Shop’s understanding of the consumers needs during lifestyle changes. All kits contain a sample of the product, as it is a new skincare approach, and samples being the main factor leading to purchase.
The emergency kit offers items of comfort when hormones create unbalanced moods.
105
figure 35. Mock up of invitation for key beauty experts
To raise product awareness contacting press and key beauty bloggers is essential. Contacting these people directly on Twitter and asking how their day is continues the personal message of the campaign. Asking out of three problems which one relates to their day #hormones #stress #weather they will then receive a promotional kit offering a solution to their day. Inviting them to experience the photo booth and launch events will enable them to understand the Tri-plicity concept.
the launch 1.03.2013
107
figure 36/37 Example of website with section dedicated to Tri-plicity
All the previous implementations will lead up to the Launch and create an interest in the brand and product. When launching the product online, the same ideals that are applied offline need to be conveyed. Therefore communication to the online consumer will adopt a personal tone of voice. As the product is a new approach to skincare, appropriately informing the consumer and educating them on the benefits needs to be considered, highlighting the importance of an individual section on the website.
Consumer can navigate from understanding the philosophy of Tri-plicity, to finding out more on each serum and the Tri-plicity ‘experience’ which will show aspects of the campaign. Although online is another distribution channel to increase sales, it is important that The Body Shop use their website to engage with the consumer on a personal level further creating brand loyalty and consistency through each channel.
109
figure 38. Example of simplistic and sophisticated window display. Showing Olivia creates an approachable appeal
welcome in-store
The Body Shop’s current in-store environment is one consisting of friendly staff, interaction with products and a pleasant atmosphere. Currently their stores are revamping, creating a more engaging and exciting environment, adding more personality. The in-store environment for Tri-plicity will be simplistic, mirroring the products design and functionality. The product will create an impact as it differentiates from The Body Shop’s current ranges allowing for a minimal display. Staff will be educated on the product to effectively inform consumers of the benefits, alongside a booklet available for the consumer to take home. Anita Roddick once stated that the windows are one of the most important factors in promoting the brand image. She didnt “want to appear less of a ‘visual rabble rouser’ and more of a ‘contemporary sophisticated cosmetic company” (Roddick, 2000:84). However it seems today they have lost their creativity in their windows and consumers want the sophisticated element to a brand. Using bold colours but a simplistic approach, the window creates an impact and informs the consumer of the product but leaving them intrigued to find out more.
111
The refill station is an important part of the in-store environment. The refillable component to our product ensures a relationship between the brand and consumer is continuous. By bringing empty bottles to refill, also highlights the sustainability of our product effectively relating to The Body Shops ethos.
figure 39/40/41 illustrating in-store concept and layout. 113
figure 42. Tri-plicity calendar app created by Lucy Barrett
step by step guide
As previously mentioned in stage one report (page6), M-commerce is another channel increasing in prospects with a variety of brands responding to this development. Creating apps and mobile enabled websites provides another platform to engage with the consumer and increase brand loyalty. The Tri-plicity calendar app syncs with any existing mobile calendar, allowing the consumer to personalise it to their life. It will inform the consumer of when to apply each serum with a direct message relating to their day (exp. Today you have an important interview use the mood relief to calm your nerves and GOOD LUCK!). This will give a step-bystep yet personal approach to guiding the consumer through their new skincare routine.
115
figure 43. Example of interaction and personal messages created by Lucy Barrett
be guided
117
figure 44. Mock-up of tri-station within Bullring Shopping Centre
figure 45. Example of ambient and locational advertising directing them to the store created by Anna Peachey
Team Revitalise predict most sales of the product to derive from in-store as a result of direct communication with the consumer. For this, promotion within three major shopping centres will begin in the first three days of the launch. Rented spaces will consist of Tri stations, an interactive space communicating the launch of Tri-plicity and its benefits to the consumer. The station will be created into three sections each one relating to a serum. The climate station offers solutions to the weather problems, whereas the stress station allows consumer to de-stress through interactive games. Finally the comfort station provides a place to relax and unwind with sofas and headphones playing relaxing music. Continually promoting the message of making today better, these stations translate the benefits of the new product in a fun and interactive space. These types of promotional activities have proven to be successful for big brands. The footfall for the Birmingham Bullring is estimated at 750,000 shoppers a week. Placing the Tri station in major shopping centres will create a great deal of exposure and attract new consumers to the brand.
119
The advert for Tri-plicity is based on the story of Whatever Today, Whatever Tomorrow at The Body Shop they have the solution. Translating to the consumer that whatever difficulties today present, your skin is one less thing to worry about, because life is complicated enough. The advert differentiates from existing beauty ads through casting a natural model. 86% of women prefer to see natural models in advertising (marketing week,online:2012). Primary research also highlighted many consumer’s found beauty companies promote unachievable beauty.
figure 46. Print advertisement showing the most important elements, the product and a model who women can relate to 121
feel enpowered 1.
2.
7.
1. DOVE: build self-esteem campaign. Helped over 8 million girls to build self esteem 2. NIVEA: Adverts using a rang of different women, usually mother and daughter 3. BOOTS: humourous adverts that embrace women 4. BARE ESCENTUALS: campaign using inspiring real women as the face 5. MAC ME OVER: competition to appear in the next campaign 6. L’OREAL CASTING: searching for real women to appear in the next video campaign with Cheryl Cole 7. UNDER ARMOUR: redefining beauty challenge, three women who work the hardest will be next face of campaign.
6.
figure 47. A selection of brands who relate to women through campaigns and personal advertisements
today. 3.
4. 5.
123
“I know I’m never going to look like I have got flawless skin…you’re never going to be that porcelain flawless skin that you see in the magazines. And I can relate a lot when it’s a real person just looking better because that’s what I’m looking for with make-up and skincare, I just want to look like me but on a good day and that’s for me, good marketing because you are appealing to people as real people instead of aspirational” (interview, 2:40,see appendix)
125
relating today
The advert is relatable to women as Olivia optimizes our target consumer, young and free spirited. Her expression is charming and natural, with no airbrushing needed. Casting a natural model embodies The Body Shop’s core values more specifically activating self-esteem. “Pictures of flawless skin and super-slim bodies are all around, but they don’t reflect reality” (Swinson, online:2012) Unfortunately this is the truth for most beauty advetisements today. Team Revitalise understands that our casting is a brave choice but also believe it truly relates to The Body Shop brand. Women are aware that these adverts portray an unrealistic beauty but still buy into their claims offering the ‘miracle solution’. However the concept of our product is offering a personal approach to the consumer, with this needing to be illustrated in the print ad. Mintel state that brands need to present a friendly tone of voice as consumers are as “likely to trust a friend as a media review when it comes to choosing their skincare products” (Mintel, online:2011).
127
Bringing the photo booth element to the The Body Shop at home, using Polaroid cameras and props. Images will then be uploaded to their website creating more exposure and awareness of the at home experience.
figure 48. Example of taking images at the body shop at home
tomorrow’s story
All of the implementations within the pre-launch and launch will be continually utilized to build the relationship between the brand and consumer. From the photo booth images and three-day event a viral video will be created, further generating exposure of Tri-plicity and the brand. All other aspects such as the competition winners will add more content to continue the story of making today better. Furthermore ensuring social media websites are constantly updated to keep consumer engagement.
129
the possibilities
* Expansion into other serums; pregnancy, sleep deprivation * Expansion into different body areas * Cultural needs; Asian market- skin whitening *Customised Variations- allowing loyal customers choosing their preferred moisturiser *Wider range of serums creating a mix and match concept * collabortaion with women’s campaigns
131
revisit today
Team Revitalise have identified a key gap in the skincare sector that could be launched in the current British market and continue to be successful. Tri-plicity strongly incorporates the Body Shop’s core values. Not only is it refillable, ingredients organic and include community trade but it activates self-esteem in the consumer through offering a solution that can be translated universally. Creating a campaign strategy based on making today better for the consumer resonates with the Body Shop’s brand image. They are a brand that represents human qualities, with our campaign strategy incorporating this by starting the conversation with ‘how has your day been?’ Today’s consumer constantly wants more from their brands on each channel, highlighting the importance of The Body Shop effectively utilizing their social media sites to increase brand loyalty. Creating fun and interactive promotional strategies reflects their personality, but needs to be implemented to raise product awareness. The Body Shop has seen a rise in copy-cat brands offering the same products and values, illustrating that they can no longer solely rely on being ethical and organic. They need to grab the attention of the consumer and industry to ensure they don’t continue to be forgotten “people forget what they sell, because they don’t push themselves forward, they do have a lot of brand loyalty, but I think they could do with pushing their skincare” (interview, 14:24, see appendix). Tri-plicity offers The Body Shop a product that will change the current landscape of skincare products and one that is relatable to the consumer. Every woman changes from day to day with factors affecting their lives that cannot be controlled, but with Tri-plicity can seem like less of a worry. The Body Shop will play the role of a friend being there to support and guide them through life, translating into brand loyalty and a new impression of The Body Shop.
133
references
WORD COUNT- 5,426 (Roddic, 2000:99) (Stage one:p5) (Mintel, online:2011) (Stage one:p26) (Mintel, online:2011) (Mintel, online:2011 (Stage one:p16-21) (Mintel, online:2012) (Penders, online:2010) (Trendwatching, online:2012) (HR review,online:2012) (Dailymail,online:2011) (gavaghan, online:2012) (Focus group participant, 00:15:20, see appendix of stage one) (Taylor, online:2012), (Banks, online:2012) (WGSN, online:2012) (Handley, online:2012) (Roddick, 2000:84) (Stage one:page6) (Marketing week,online:2012). (Swinson, online:2012) (Mintel, online:2011) (interview, 2:40,see appendix) (nterview, 14:24, see appendix).
illustrations
All images of Olivia taken by Lucy Barrett, edited by Anna Brookes Figure 1. Illustration created by Anna Brookes Figure 2. product design created by Jo Cowan and completed by Anna Peachey Figure 3. Visual created by Anna Brookes Figure 4. Visual created by Anna Brookes Figure 5. Illustration created by Anna Brookes Figure 6. Customise Moodboard created by Anna Brookes. Images available from http://uk.burberry.com/store/bespoke/ http://www.pandora.net/en-gb/ http://www.urbandecay.com/urban-decay-build-your-own-palette-eyeshadow-case/329,default,pd. html http://www.converse.com/ http://blog.netnatives.com/2012/02/09/heinz-soups-up-facebook-creative-campaign/ http://www.mini-graphics.co.uk/ http://www.wgsn.co.uk Figure 7. Give back Moodboard created by Anna Brookes. Images available from http://www.toms.co.uk http://www.mugler.com/uk/en/#/6-fragrances/241-the_source/1036-save_your_bottle http://www.marksandspencer.com/Shwop/b/1672188031 http://www.maccosmetics.co.uk http://afroblush.com/2011/12/04/vivienne-westwood-in-kenya-this-is-not-charity-this-is-work/ http://www.nikereuseashoe.com/news-events/what-s-new-at-reuse-a-shoe?page=10 http://www.pinterest.com http://www.orangerockcorps.co.uk/ 135
illustrations
Figure 8. Wrap around booklet created by Lucy Barrett Figure 9. Serum bottles created by Anna Brookes Figure 10. Visual created by Anna Brookes Figure 11/12 Moodboards created by Anna Brookes. Images Available from http://designspiration.net/ http://www.spacenk.com http://www.bittbox.com/inspiration/100-minimal-and-typographic-package-designs Figure. 13 Moodboard created by Anna Brookes Images sourced from Pinterest Figure 14. Anne Semonin moodboard Images available from http://www.annesemonin.com http://www.harpersbazaar.co.uk/travel/30-april-7-may-why-dont-you http://www.mischobeauty.com/2008/09/because-youre-worth-it-spa-anne-semonin-au-bristol-2.html http://www.silavadeeresort.com/en/resort/experience/anne_semonin/default.aspx Figure 15. Absolution Moodboard. Images Available from http://sublimecurious.wordpress.com/2010/03/26/paris-absolution-skincare/ http://www.anothersomething.org/2010/01/absolution/ http://www.londonbeautyreview.com/2011/08/review-absolution-skincare.html http://www.modestybrown.com/2011/09/absolution-skin-care.html Figure 16. Sin-care moodboard http://www.sin-care.com http://cafemakeup.com/2011/03/03/sin-care-skincare/ All photographs in Consumer section taken by Anna Brookes Figure 17. Sophie’s skincare products. Illustration created by Anna Brookes Figure 18. A day in the life SophieVisual created by Anna Brookes Figure 19. Sophie’s faourites Illustration created by Anna Brookes Figure 20. Anna’s skincare products Illustration created by Anna Brookes Figure 21. A day in the life AnnaVisual created by Anna Brookes
Figure 22. Anna’s favourites Illustration created by Anna Brookes Figure 23. Lauren’s skincare product Illustration created by Anna Brookes Figure 24. A day in the life LaureVisual created by Anna Brookes Figure 25. Lauren’s favourites Illustration created by Anna Brookes Figure 26. Share Today Moodboard created by Anna Brookes. Images available from http://www.burberry.com http://hm.com http://www.nivea.co.uk/Experience/ext/en-GB/mmoc http://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-us-S2012/132501/PEOPLE+ http://pinterest.com/asos/ http://www.toocool2betrue.com/instagram-coming-for-android-phones/ Figure 27. Photobooth created by Anna Brookes Figure 28. Photobooth in shops created by Anna Brookes Figure 29. Photobooth in shops created by Anna Brookes Figure 30. Photobooth interactive screen created by Anna Brookes Figure 31. Pinterest board created by Anna Brookes Figure 32. Twitter page created by Lucy Barrett Figure 33. Feel Connected Moodboard created by Anna Brookes. Images available from http://www.youtube.com/watch?v=UVCoM4ao2Tw http://www.youtube.com/watch?v=_cNfX3tJonw http://www.marketingweek.co.uk/news/starbucks-claims-51m-twitter-impressions-in-latte-givea way/4000698.article http://www.youtube.com/watch?v=J_gUAy9urD8 http://www.t-mobile.co.uk/ http://prexamples.com/2012/03/mr-kipling-unveil-free-cake-dispensing-ads/ http://www.sharehappy.com/ Figure 34. Survival kits created by Anna Peachey Figure. 35 Invites created by Anna Brookes Figure 36/37 Website design created by Anna Brookes Figure 38 Window display created by Anna Brookes Figure 39 Refill created by Anna Brookes Figure 40 Booklet created by Anna Brookes Figure 41 Instore created by Anna Brookes Figure 42 Iphone app created by Lucy Barrett Figure 43 Iphone created by Lucy Barrett Figure 44 Tri-station created by Anna Brookes Figure 45 Mock up of locational advertising created by Anna Peachey Figure 46. Print advertisement created by Team Revitalise Figure 47 Feel Enpowered Moodboard created by Anna Brookes. Images available from http://www.londonbeautyqueen.com/2012/04/dove-self-esteem-programme.html http://www.thedrum.co.uk/news/2011/11/03/boots-launch-new-%E2%80%98action- heroines%E2%80%99-christmas-advert-tonight http://whatsbeautiful.ua.com/ http://WGSN.com http://www.nytimes.com/2011/09/02/business/media/for-bare-escentuals-pretty-isnt-good-enough. html?pagewanted=all http://www.visit4ads.com/advert/Nivea-Beauty-is-Caring-Nivea-Range/59562 http://www.prweek.com/uk/news/1120032/LOrEal-Paris-Casting-CrEme-Gloss-McCann- London/?DCMP=ILC-SEARCH Figure 48 Body Shop at home image created by Anna Brookes 137
bibliography
STAGE ONE REPORT .2012 created by Anna Brookes ADAMSON, A. 2008. Brand Digital. New York: Palgrave Macmillan ANDERSON, H. et al. 2008. Inside the consumer universe. UK: John Wiley & Sons Ltd BHASKARAN, L. 2005, D&AD annual & showreel: the 43rd annual of the best international design, advertising and creative communication. London: Fernedge Printers CHEUNG, V. 2011, Appetite for design. Hong Kong: Viction Workshop ltd HESS, J et al. 2010, Graphic design for Fashion. London: Laurence King Publishing OLINS, W. 2010. The Brand Handbook. London: Thames and Hudson RODDICK, A. 2000. Business as Unusual. London: Thorsons SCHIFFMAN et al, 2004. Consumer Behaviour 8th Edition. New Jersey: Pearson Prentice Hall TRAVIS, D. 2000, Emotional Branding. California: Prime Venture WIEDEMANN, J. 2009, D&AD annual the best design advertising and design in the world. London: Taschen
Additional Sources Magazines HUCK MAGAZINE, issue 31, feb 2012 DASH MAGAZINE, issue 01, spring/summer 2012 GLAMOUR MAGAZINE, April issue 2012 VOGUE, April Issue 2012 Reports L’OREAL. (2011). Beauty and Personal Care in the United Kingdom. Available at: http://www.brandstorm. loreal.com/Cand/DATA/resource/2012/Beauty%20and%20Personal%20Care%20-%20UK.pdf. [Accessed 7th April 2012] L’OREAL. (2011). Skin Care in the United Kingdom. Available at:http://www.brandstorm.loreal.com/Cand/ DATA/resource/2012/Skincare%20-%20UK.pdf. [Accessed 7th April 2012.] MINTEL. (2010). Natural and Organic Beauty 2010. Available at:http://academic.mintel.com/sinatra/oxygen_ academic/search_results/show&/display/id=479857. [Accessed 15th th March 2012.] MINTEL. (2011 ). Beauty Retailing 2011. Available at: http://academic.mintel.com. [Accessed 20th Feb 2011.] MINTEL, (2011) Facial Skincare 2011. Available at http://academic.mintel.com/sinatra/oxygen_academic/ search_results/show&/display/id=545513[Accessed 20th April 2012] MINTEL. (2012). Beauty Retailing 2012. Available at:http://academic.mintel.com/sinatra/oxygen_academic/ search_results/show&/display/id=590004. [Accessed 12th Jan 2012.] TRENDWATCHING (2011) Random Acts of Kindness. Available at: http://trendwatching.com/trends/rak/ [Accessed 2nd May 2012] TRENDWATCHING (2012) 12 crucial consumer trends, Available at: http://trendwatching.com/ trends/12trends2012/ [Accessed 5th May 2012] TRENDWATCHING (2012) Flawesome, Available at: http://trendwatching.com/trends/flawsome/ [Accessed 17th April 2012] WGSN. (2011). ss2013 Beauty Macro Trends. Available:http://www.wgsn.com/content/report/Beauty/Beauty_ Trends/2011/ December/s_s13_beauty_macrotrendsforecast/s_s13_beauty_inspirationcolourtson.html. [Accessed 5th May 2012] WGSN Reports referred too eco-hedonism Hactivate trend hyperculture radical neutrality UK beauty consumer:social media
139
WEBSITES ABSOLUTION, 2012. Homepage. Available at http://www.absolution-cosmetics.com/ [Accessed 3rd May 2012] ANNE SEMONIN, 2012. Homepage. Available at http://www.annesemonin.com/ [Accessed 3rd May 2012] BANKS, L. 2012. Pinterest hits 10 milllion users. Available at http://www.nethosting.com/buzz/blog/pinteresthits-10-million-unique-monthly-visitors-faster-than-any-other-site [Accessed 5th May 2010) BRITISH BEAUTY BLOGGER. 2012 homepage. Available at http://www.britishbeautyblogger.com/ [Accessed 6th May 2012] BIONOVA.2012. Homepage. Aavailable at: http://www.bionovalab.uk.com/bionova/Customer/splashflash.jsp [Accessed 23rd April 2012] CHAPMAN, S. 2012 Customised skincare. Available at http://sarahchapman.net/ [Accessed 20th March 2012] CODAGE. 2012. Homepage. Available at http://www.mycodage.com/ [Accessed 24th April 2012] CONTENT, 2012. Interview with Absolution founder. Available at http://www.beingcontent.com/magazine. htm/brand-interviews/absolution-organic-skincare--isabelle-carron [Accessed May 3rd 2012] COSTA, M, 2012. Women want cosmetic brands to work harder. Available at http://www.marketingweek. co.uk/trends/women-want-cosmetic-brands-to-work-harder/4000512.article [Accessed 23rd March 2012] DESGINSPIRATION. 2012. Homepage. Available at http://designspiration.net/image/47974/ [Accessed 20th April 2012] DIELINE. 2012 Packaging design. Available at http://www.thedieline.com/ [Accessed 5th April 2012] GAVAGHAN, J. 2012 weather of 2012. Available http://www.dailymail.co.uk/news/article-2131939/UK-weather-Coldest-May-100-years-forecast-sizzling-summer.html [Accessed 10th April 2012] HANDLEY, L. 2012 Data technology means marketing is at tipping point. Available at http://www.marketingweek.co.uk/data-technology-means-marketing-is-at-a-tipping-point/4001762.article [Accessed 17th Mary 2012] HART, A. 2012. Super Facials. Available at http://www.dailymail.co.uk/femail/article-2103471/Super-facialsWith-secret-serums-electric-currents-oxygen-jets-new-treatments-promise-perfect-skin.html [Accessed 8th April 2012] HUGHES, S 2011. Beauty. Serums. Available at http://www.guardian.co.uk/lifeandstyle/2011/jan/29/beautyserums-sali-hughes [Accessed 23rd March 2012] LIBERTY. 2012 Department luxury store. Available at http://www.liberty.co.uk/ [Accessed 15th May 2012] LOVELYPACKAGE. 2012 Homepage. Available at http://lovelypackage.com/ [Accessed 17th April 2012] MAIL, D. 2011 stress of 21st Century life . Available at http://www.dailymail.co.uk/health/article-1344207/ Stress-21st-century-life-puts-Britons-greater-risk-stroke-study-warns.html [Accessed 10th April 2012] MY BODY BEAUTIFUL, 2012 Factors affecting skin. Available at http://www.mybodybeautiful.co.uk/Beauty/ Skin/Skin%20Factors.htm [Accessed 8th March 2012] NICHOLS. H 2012 Beauty section. Available at http://www.harveynichols.com/ [Accessed 10th May 2012]
PENDERS, P. 2010 How stress affects the skin. Available at http://www.paulpenders.com/ppblog/?p=9336 [Accessed 13th May 2012] REVIEW, HR. 2012 Workplace stress. Available at http://www.hrreview.co.uk/hrreview-articles/health-safety/ workplace-stress-hits-four-year-high-claims-new-report/33915 [Accessed 10th May 2012] SHOWSTUDIO. The home of fashion film. Available at http://showstudio.com/ [Accessed 6th April 2012] SINCARE. 2012. Homepage. Available at http://sincare.com.au/sincare_story.php. [Accessed 3rd May 2012] SMITHERS, R. 2011. Lush vs The Body Shop. Available at http://www.guardian.co.uk/money/poll/2011/ nov/25/store-wars-body-shop-lush [Accessed 14th April 2012] SWINSON, J. 2012 beauty truths. Available at http://www.dailymail.co.uk/femail/article-2019162/Julia-Roberts-Christy-Turlington-L-Oreal-adverts-banned-airbrushing.html [Accessed 3rd May 2012] TAYLOR, C, 2012. Instagram passes 50 million users. Available at http://mashable.com/2012/04/30/instagram-50-million-users/ [Accessed 13th May 2012) TAYLOR, G. 2011. customised skincare. Available at http://dailypoke. brandrepublic.com/2011/05/18/customised-skincare/ [Accessed 13t April 2012] TOOTHILL, H. 2012 random acts of kindness that keep brands human. Available at http://keepingbrandshuman.com/2012/01/23/random-acts-of-kindness-that-keep-brands-human/ [Accessed 15th April 2012]
141
143