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CONTENTS fig 2:.Water.(2010) 2
fig 1
PG 4 - CONTEXT
PG 32 - OUTSIDE IN
PG 8 - CURRENT CONSUMER
PG 34 - PACKAGING DESIGN
PG 12 - CONSUMER PROFILES
PG 35 - POP UP DESIGN
PG 16 - THE BEAUTY MARKET
PG 36 - ROUTE TO CONSUMER
PG 18 - MEET THE MILLENNIALS
PG 38 - SOCIAL MEDIA
PG 20 - WELLNESS
PG 40 - RISE OF THE VLOGGER
PG 22 - THE BIG IDEA
PG 48 - TRAVELLING POP UP
PG 24 - CURRENT LRP DESIGN
PG 51 - DIGITAL DISTRUPTION
PG 26 - THERMAL SPRINGS
PG 52 - THE LAUNCH
PG 28 - PACKAGING
PG 53 - POST LAUNCH
PG 30 - SPACES
PG 55 - APPENDIX
3
“A public utility since 1897, the thermal spring water from La Roche-Posay, naturally antioxidant, soothes and softens the skin with a unique concentration of selenium. Its clinically proven results have made it today, the top European center of thermal dermatology.’’ Roche,P.(2016)
CONTEXT
fig 3:.Plant.(2016)
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fig 5: .LRP.(2016)
LOREAL Loreal is a global company and a leader in beauty and science with a comprehensive group of brands that includes La Roche-Posay, LRP prides itself in the development of minimalist formulas dedicated to sensitive skin.Â
In order to develop an integrated strategy to attract the new generation of La Roche-Posay consumers through technological and digital disruption, an exploration into the health and beauty market and to discover the main trends and spot opportunities is essential. Furthermore turning the ideas and insights into an innovative project that has been clearly shown by the process and timeline leading to the idea.Â
fig 4:.Brands.(2016)
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fig 6: Products.(2016).
‘’La Roche-Posay is a reference in the development of minimalist formulas dedicated to sensitive skin. A rigorous selection of beneficial concentrated active ingredients is carried out, excluding any potentially irritating ingredients. The formulas are also paraben-free, fragrance-free and hypoallergenic. La Roche-Posay products are dermatologist tested on atopic or reactive skin allergies. Results are shown in fig 7: UV Patch.(2016). clinical tests and trials.’’ Roche,P.(2016)
CURRENT CONSUMER Through conducting primary research it was discovered that LRP’s current consumer’s lie within the older end of the spectrum. For example the woman over 30, potentially a mother buying for her family or the attentive shopper who is educated and conscious about what they put on their skin. SEE APPENDIX. Their current advertising campaigns include images of mothers and their children, this will automatically attract that consumer as it sends out a strong message about La Roche-Posays brand values it will also suggest to the consumer that it’s a childfriendly and an all round family product. While carrying out primary research it was essential to understand the consumer behaviour towards LRP. This was discovered by ethnographic research. Upon doing this it becomes apparent that the consumers purchasing LRP were already familiar with the brand, and products and knew exactly what they were purchasing and appeared to be routine buyers. This suggests that although LRP doesn’t restrict themselves to a certain consumer they aren’t currently attracting a new audience. Their concessions were small and not very well kept, they were positioned amongst their competitors, therefore, restricting their own sales.
fig 8: AD.(2015) 8
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fig 9:Flagship(2014).
fig 10:Flagship2(2014).
COMPETITORS Following on from ethnographic research, visits to their competitor’s stores was taken place to observe what new trends were happening and see how consumers reacted with their products. Particularly in the higher end stores such as Molton Brown and L’occitane they especially homed in on consumer experience.
fig 11: Molton Brown.(2014).
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fig 12: Molton brown2.(2014)
Attentive from the outset the employers were keen to ensure you were being looked after and offering testers for new products. The innovative ways to capture consumers attentions in these stores was mainly done via creating an experience for them. This included sinks allowing you to try the products while the employer would recommend what to use next following on by sample giveaways. 11 and As this idea has already been used moving forward LRP could home in on the experience brands are now giving to consumers make it personal to them.
CONSUMERS PROFILES
YOYO CONSUMER
Continuing with primary research was essential to get a thorough understanding of where the new consumers LRP want to target currently sit. A questionnaire was created, the main insights gathered were not many of them had heard of La Roche-Posay and that as the consumers got older they were a lot more educated on skincare and had a definitive routine. To see the full questionnaire see appendix p.. Utilising this information and to ensure that all of the consumers are being targeted in the correct manner the consumer group will be separated into three different categories. 15-18: The yo-yo consumer, 19-22: The routine scroller and 23-25: The devoted observers. Doing this will allow LRP to create a strong bond with all in the consumer group and establish they are being targeted in the correct manner for their age range. Hosting a focus group with a range of consumers was extremely helpful as they gave direct feedback about the brand and what is important to them when choosing skincare products. Moving forward and taking advantage of these insights a revamp of the packaging is needed in order for it to fully grab the consumers attention and successfully gain their brand loyalty.
fig 13: plants.(2015) 12
fig 14: .Consumer 1.(2016)
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ROUTINESCROLLER
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fig 15:.Consumer 2. (2016)
DEVOTED OBSERVER
fig 16: .Consumer 3.(2016)
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THE BEAUTY MARKET
fig17: Leaf.(2015) 16
‘’According to Mintel, the market research company, the UK’s beauty and personal care market was worth a pretty impressive £16.6 billion in 2014, up from £13.8 billion in 2009. Within that, cosmetics sales reached £1.34 billion last year, while sales of women’s facial skincare hit £1.06 billion.’’ (Raconteur,2012)
Looking into the skincare and beauty market as a whole allows an understanding of consumers buying habits and behaviour towards other brands. Currently, the number one most popular brand in the UK is No.7, with Loreal following on in fifth place. (Raconteur,2012) Using this information it was then tested with the consumer group to see if they felt influenced to then use No.7 over other brands such as La Roche-Posay. (SEE APPENDIX) With the majority saying that statistic didn’t influence them, it showed that the new target consumers don’t become swayed via online articles as opposed to what online bloggers say. 17
Understanding your target audience and their needs comes hand and hand with success. With the 15-25 age group all being within generation y an understanding of that cohort is paramount. Staying connected 24/7, 365 days a year this generation have always been surrounded with the ever evolving world of technology. Being extremely tech savvy as a generation could eliminate traditional marketing tools as growing up amongst it’s nothing new they haven’t already seen. Therefore to target this consumer their lifestyle has to be taken into consideration with the brand values and campaigns, companies need to bear in mind that they have got a very short attention span due to there being such a large market within the creative industry. There is so much that is already offered out there so what is going to make them stop and look at something? With the new target consumers being as tech savvy as they are LRP need a social media revamp. Their current following isn’t very strong and their posts aren’t appealing to the Millennials.
fig 18: Social Media.(2016).
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MEET THE MILLENNIALS
fig 19: Phone.(2016).
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The term looking good is synonymous with feeling good, has never been more relevant to the new health and wellness trend that is circulating. Between the green juices and the avocado on flaxseed bread, generation y are obsessed with how what they consume on the inside is going to affect their exterior.While they aren’t wrong there is still a lack of educated around how you can really utilise health and wellness for your looks. During research, 70% of people said health is important to them and 92% said they would link health and wellness to beauty. (SEE APPENDIX) Applying this surge of trend and noting the lack of knowledge, there is a gap for a skincare and health and wellness to collaborate and exploit one another in the appropriate manner to target their new demographic.
WELLNESS fig 20: Wellness.(2016).
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THE BIG IDEA ‘Combining La Roche-Posay with health and wellbeing within an engaging portable pop up store appealing to a younger demographic of consumers aged 15-25.’
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23 fig 21: big idea(2016)
THE LRP DESIGN An integrated creative strategy has been developed and applied through out to help target and recruit the 15-25 year old consumer. As previously mention La Roch’e Posay is a french pharmaceutical brand that specialises in the development of minimalist formulas dedicated to sensitive skin. Their current brand image is a true reflection of their overall ethos. It portrays, professionalism and without knowing their credible background your likely to trust them and their products. Everything from their packaging to their website uses the same minimal designed and colour palette of blue and white. The blue block has become an integral part of their image, and what their current consumers identify them from competition. This palette, combined with the same font and clear instructions is what portrays this pharmaceutical image.Whilst this works for their current consumer upon carrying out primary research it became apparent that in order to successfully penetrate a new market then the packaging was something that needed a revamp.
fig 22: Ad.(2015).
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fig23: Products.(2016)
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One of the key contributions to this project is health and wellness, now more than ever the relationship between wellness and our exterior appearance is even more intertwined. The link between what goes on inside us having an impact on our appearance and the nature of the products, having evolved from the earths natural hot springs, has developed into the umbrella theme of ‘outside in’. Throughout this creative strategy the theme will be consistently integrated. In consideration of the theme ‘outside in’ and in particular the thermal springs of which La Roch’e Posay derives from, brainstorms for the new packing were made. Typically, hot springs are heated by subterranean volcanic activity so the science behind this and what these springs look like was analysed. 26
THERMAL SPRINGS fig 24: Thermal Springs.(2016).
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This then lead on to the exploration of different materials such as glass, metal and frosted plastic for the physical packaging and how the use of AppliquÊ designs, and shape variations could be implemented to create an more visually exciting product. As the packaging design evolves the colour palette will remain so ensure La Roch’e Posays distinct footprint is recognisable. The outside in theme lead to the rock like bottle shape mimicking the scenic view of the thermal springs. The unique angled shape is unlike any of La Roche Posays competitors. It has a novelty to it, something which consumers will be proud to own. This ascetically pleasing design combine the minimalist cleanness of the brand and the edgy and uniqueness of the products origin.
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fig 25: Packaging.(2016).
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Another significant factor which would immediately contribute to the acquisition of this new market is the brands presence online and through bricks and mortar. As the idea of a pop up store was explored, it became apparent that in order for this to be a successful channel ,innovation, creativity and digital disruption must all be considered. Initial brainstorms looked into spaces , colour palettes and props which could all be transferable to the La Roche Posay brand.
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fig 26: spaces.(2016).
SPACES
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fig 27: Outside In.(2016). 32
fig 28: Leaves.(2015)
The initial theme was then revisited and brainstorms were made, looking in to how ‘outside in’ could implement more effectively. To ensure this creative strategy succeeds its important that the theme is consistent throughout. The aim is to provide a physical presence that our consumers can interactive with and help build a rapport. The pop up will combine the key elements of the La Roche Posay brand and the outside in theme. It can be described as clean, minimalistic and Naturalistic. The interior will include , rockery and water features combined with the white clinical feel of the products pharmaceutical roots. The colour palette will include the current colours of whites and blue but then also reference the new outside in theme with greens , turquoises , creams and grays.
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THE PACKAGING
fig 29: Packaging.(2016).
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THE POP UP
fig 30: Popup.(2016)
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ROUTE TO CONSUMER
PRE LAUNCH
“Socialmedia gives you opportunities to get closer to your consumer” Agresta and Bough, 2011, p 3
As mentioned previously, the core aim is “to develop an integrated strategy to attract the new generation of La Roche-Posay customers through technological and digital disruption.” In order to achieve this, targeting the new demographic of consumers in a way which is exciting and attractive to them is essential in order to engage, as well as form a long term relationship with the brand, therefore establishing consumer loyalty. By targeting consumers at a young age - 15 being the youngest within the demographic - leads to consumers forming a bond with La Roche-Posay. Growing up with the brand instills trust, which in return leads to a creating a strong rapport with the brand.
fig 31:RTC.(2016). 36
37 fig 32: Phone.(2014).
MEDIA
SOCIAL
Social media is a key platform to target this consumer, with scrolling being part of their daily routines, primary research established that they visit the channels at least 4 times a day (see appendix). With the 4 most popular channels being, Facebook, Instagram, Snapchat and Twitter. (See appendix) “Tagging and sharing and all the other activities common on the social media web mean that information gets passed around much faster” (Agresta and Bough, 2011, p 4) Encouraging sharing leads to word of mouth generation and conversation which is trusted and seen as a credible message among consumers. As mentioned previously, La Roche-Posay isn’t utilising social media in a way which is appealing for the consumer. In order to attract a younger demographic, their social media platforms need to be adapted - enticing them to the brand. Upon researching into other brands’ social media whom targets a similar age group, Nip and Fab are a brand which taps into this demographic successfully.Their social media - predominantly their Instagram account’s tone of voice is colloquial using hashtags and relevant emojis and extremely celebrity oriented, channeling a blog like feel. Posting content which appeals to consumers, rather than merely showing the product makes it less of a hard sell, and this is an essential aspect which La Roche-Posay must incorporate.Their Instagram account will feature content which will lead consumers to want to follow the page and keep up with the brands’ activities, reaching them through a means which they deem appealing. La Roche-Posay’s tone of voice will become more informal and fun for the consumer to read, utilising trending hashtags as well as emojis in order to attract them to the brand. 38
fig 33: Social media.(2016).
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fig 35:Camera.(2013).
RISE OF THE VLOGGER
fig 34: leaf.(2015). 40
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“Young women, the most active of beauty consumers, show a particular fondness of beauty brands online, and have adopted beauty bloggers and vloggers as the most important trendsetters in the market.” (Mintel, 2016)
Chloe Boucher is a Beauty Vlogger whom, whilst conducting primary research, was frequently mentioned by consumers as someone they follow. The vlogger possess 181,275 subscribers on her Youtube account and attracts 159k followers on Instagram. Taking this into consideration, La Roche-Posay will collaborate with the vlogger, recommending LRP products as well as sharing her own personal tips and tricks, educating and inspiring the target consumer. “16-24-year-old women are more likely to consider blogs expert, trend-led and inspirational than magazine content.” (Mintel, 2016) The collaboration will be announced via the bloggers’ social media accounts as well as La RochePosay’s channels including: Facebook, Instagram, Twitter and Snapchat. This will create excitement and anticipation attracting consumers whom are not currently familiar with the brand to take note.
fig 37: Boucher, (2016).
fig 36: Palms.(2015). 42
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fig 38: Social media.(2016).
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fig 39: Chloe Social.(2016).
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“The emotion of surprise adds an element of newness to the same consumption experience thus generating positive word-of-mouth.”(Sinha Roy, 2008) “Surprise Is Still the Most Powerful Marketing Tool” (Redick, 2013)
The Launch of the pop up store is the crucial factor in attracting a younger consumer to the brand, this needs to be done in an innovative and stimulating way to entice them in as well as creating a memorable experience. The pop up store will be portable, travelling around the UK to the 6 major cities including Newcastle, Leeds, Manchester, Nottingham, Birmingham and London. This ensures it is accessible for consumers, with them not being limited to one particular location. The concept of a portable pop up store also holds the opportunity for it to travel beyond the uk, reaching consumers on a global scale (see full swot in appendix).
The Red Ball Project is a concept focused on the surprise element, with the artist Kurt Perschke describing it as “a catalyst for new encounters within the everyday.” (Perschke, 2014) The famous red ball travels around the world and appears unannounced which is a concept loved by consumers. The La Roche-Posay pop up store will also appear in each of the stated UK cities unannounced, creating a disruption and a surprise, mystery element; thus creating a guessing game among consumers anticipating if it will appear in their city next. This will simultaneously generate word of mouth getting consumers talking about La Roche-Posay.
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fig 40: Map.(2016).
fig 41: The red ball(2016)
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fig 43: Sign.(2016) 50
fig 42: Footprint(2016)
A form of guerrilla marketing will be also be incorporated, further engaging the consumer. A footprint trail will be placed around the city in focus, leading them to the pop up store. Signs will also be placed around the city revealing to the consumer how much further they have to go until they reach the destination. There will be no indication of a pop up store or the brand, however will utilise LRP’S colour scheme. Consumers will be encouraged to share on social media with the #footprintrail featured on the signs as well as stickers around the city, generating word of mouth as well as getting LRP trending. This creates a fun and stimulating game for consumers, making it more than just the pop up store itself.
DIGITAL DISTRUPTION To ensure that a digital disruption strategy is put in place in order to attract the younger demographic of consumers; there will be a La Roche-Posay social media takeover on all L’Oreal accounts for a week. L’Oreal is the owner of multiple brands therefore the takeover ensures to reach a global wide audience as well as being something that has never been done. This causes a disruption, creating a social buzz putting LRP at the forefront of innovation. The takeover will feature videos of beauty bloggers and vloggers including Chloe Boucher, Tanya Burr and Em Ford - favourites among these consumers (see appendix). As this demographic of consumers being known as the selfie generation, they will have the opportunity to enter their own selfie into a LRP competition which will then be featured on the takeover. This will gain them a surge of new followers, something which is important for this generation. The winner will also receive an exclusive insight and information about the upcoming pop up stores, in order to generate word of mouth yet not on a scale which takes away from the surprise element. This provides disruption among the consumers giving it an exclusive edge, creating a positive relationship and association with the brand incorporating intera
fig 44:Wall.(2015).
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It is crucial to incorporate post launch strategies in order to create consumer loyalty, ensuring that the younger demographic of consumers form a bond with La Roche-Posay. A personalised app will be created for consumers to gain heath and wellbeing as well as skincare and beauty tips and recommendations from Chloe Boucher, as well as promoting La Roche-Posay as a lifestyle brand. Promotional codes will be released at random, which encourages the user to continuously check and engage with the app and simultaneously the brand. The app will be a personal profile for each consumer, being able to input their own skin type and requirements in-order for the tips and recommendations to be tailored to each individual making them feel valued as an LRP customer.
THE LAUNCH Once the consumers reach the pop up store they will be rewarded with a goodie bag of La Roche-Posay sample products, creating a positive consumer-brand association, leading to them wanting to purchase the product in the future. The ‘outside-in’ theme will be the predominant factor within the store, promoting a healthy lifestyle for consumers.There will be a bike featured in the pop up store which consumers will be encouraged to ride in order to create their own drink from the super juice bar, targeting their personal skin type and requirements.
Repeat purchasing will be encouraged by the concept of refillable bottles, the consumer will be offered a 10% discount off their next purchase when bringing in their own bottle, taking into consideration that the younger demographic have less of a disposable income. La roche-Posay’s social media channels will continue to grow in a way which is attractive for the consumer, incorporating trending and timely topics of interest, hashtags and emojis, making them want to interact with as well as follow the brand.
LRP prides themselves on working with dermatologists in order to create the best skincare, therefore dermatologists will be on hand to help and educate consumers on their skin type and recommend products specially for them. This personalised approach provides a tailored experience for consumers, leaving with the knowledge and a product which works for them as an individual - gaining consumer trust with LRP.
POST LAUNCH
fig 45: Water.(2016).
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fig 46: Bush.(2016). 53
REFERENCES Agresta, S. and Bough, B. (2011). Perspectives on social media marketing. Boston, MA: Course Technology. Attracting a new younger generation of La RochePosay customers is a long term strategy and the consumer must form an emotional investment with the brand. Incorporating the post launch strategies as well as the brand constantly considering the consumer will result in them buying into and becoming a loyal La Roche-Posay consumer.Â
Mintel, 2016. Beauty online uk. [Online]. Available via MINTEL [Accessed 11 May 2016]. Perschke, K. (2014). RedBall Project. [online] RedBall Project. Available at: http://redballproject.com/about/ [Accessed 11 May 2016]. Raconteur. (2012). The Beauty Economy - raconteur.net. [online] Available at: http://raconteur.net/beautyeconomy [Accessed 17 May 2016]. Redick, S. (2013). Surprise Is Still the Most Powerful Marketing Tool. [online] Harvard Business Review. Available at: https://hbr.org/2013/05/surprise-is-still-the-most-powerful/ [Accessed 13 May 2016]. Roche-posay, L. (2016). [online] Available at: http://www.loreal.com/brand/active-cosmetics-division/la-rocheposay [Accessed 18 May 2016]. Sinha Roy, S. (2008). Surprise as an Experiential Marketing Tool to Generate CustomerDelight in Hotels. 1st ed. [ebook] PDF, pp.1-24. Available at: http://www.academia.edu/21087917/Surprise_as_an_Experiential_ Marketing_Tool_to_Generate_Customer_Delight_in_Hospitality [Accessed 13 May 2016].
fig 47: Planter.(2012).
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ILLUSTRATIONS
fig 1: Textures.(2012).Hedge.[image] available at: http://www.wildtextures.com/free-textures/privet-hedgetexture/. [Accessed 14/05/2016] fig 2: Signs.(2010).Water.[Clipart] available at: http://www.chiefsigns.com/products/chiefsignsinteriors/ textured-wallpaper.html. [Accessed 14/05/2016] fig 3: Nest,J.(2016).Plant.[Image] available at: http://jacintanest.tumblr.com. [Accessed 14/05/2016] fig 4: Loreal.(2016). Brands.[Image] available at: https://www.glassdoor.co.uk/loreal fig 5: LRP.(2016).About.[image] available at: http://www.laroche-posay.co.uk [Accessed 14/05/2016] fig 6: Target.(2016). LRP products.[Image] available at: www.laroche-posay.co.uk [Accessed 14/05/2016] fig 7: Posay.(2016).UV Patch. [Image] available at: http://www.laroche-posay.co.uk [Accessed 14/05/2016] fig 8: Posay.(2015).Ad.[Image] available at: http://www.laroche-posay.co.uk [Accessed 14/05/2016] fig 9:L’Occitane, (2014). Flagship L’Occitane Store. [Photograph] Available at: http://www.pammyblogsbeauty. com/2014/10/loccitanes-indulgent-fall-2014-products.html [Accessed 14 May 2016]. fig 10:L’Occitane, (2014). Flagship L’Occitane Store. [Photograph] Available at: http://www. pammyblogsbeauty.com/2014/10/loccitanes-indulgent-fall-2014-products.html [Accessed 14 May 2016]. fig 11: Molton Brown, (2014). Molton Brown. [Photograph] Available at: http://www.mass-concrete.com/ portfolio_category/furniture-gallery/ [Accessed 14 May 2016]. fig 12: Molton brown, (n.d.). Molton brown. [image] Available at: http://www.moltonbrown.com/store/ mobile/?country=mobileStore_us [Accessed 14 May 2016]. fig 13: Interior trends.(2015)lplants.[Image] available at:http://www.ohwhatsthis.com/#!T-r-e-n-d-Botanical/ cghr/55ed86e70cf2de902a7fdfab [Accessed 14/05/2016] fig 14: Hardaker, N.(2016).Consumer 1. [Own Image] Created: [Accessed 14/05/2016] fig 15: Hardaker, N.(2016).Consumer 2. [Own Image] Created: [Accessed 14/05/2016] fig 16: Hardaker, N.(2016).Consumer 3. [Own Image] Created: [Accessed 14/05/2016] fig17: Interior trends.(2015)leaf.[Image] available at:http://www.ohwhatsthis.com/#!T-r-e-n-d-Botanical/ cghr/55ed86e70cf2de902a7fdfab [Accessed 14/05/2016] fig 18: Moss, A.(2016). Social media.[Own Image] Created: [Accessed 14/05/2016] fig 19: Moss, A.(2016). Phone.[Own Image] Created: [Accessed 14/05/2016] fig 20: Moss, A.(2016). Wellness.[Own Image] Created: [Accessed 14/05/2016] fig 21: big idea fig 22: Posay.(2015).Ad.[Image] available at: http://www.laroche-posay.co.uk [Accessed 14/05/2016] fig 23: LRP.(2016). Products.[Image] available at: https://larocheposay.wordpress.com/products/active-c/ [Accessed 14/05/2016] fig 24: Moss, A.(2016). Wellness.[Own Image] Created: [Accessed 14/05/2016] fig 25: Moss, A.(2016). Packaging.[Own Image] Created: [Accessed 14/05/2016] fig 26: Moss, A.(2016). Spaces.[Own Image] Created: [Accessed 14/05/2016] fig 27: Moss, A.(2016). Outside In.[Own Image] Created: [Accessed 14/05/2016] fig 28: Interior trends.(2015)leaves.[Image] available at:http://www.ohwhatsthis.com/#!T-r-e-n-d-Botanical/ cghr/55ed86e70cf2de902a7fdfab [Accessed 14/05/2016] fig 29: Hardaker, N.(2016).Packaging. [Own Image] Created: [Accessed 14/05/2016] fig 30: Thomas - Wiseman, C.(2016) Pop Up.[Own Image] Created: [Accessed 14/05/2016] fig 31:Deens.(2016).RTC.[Image] available at:http://www.deens.nl/nl/woonaccessoires/planten-potten-enmanden/[Accessed 14/05/2016] fig 32: Brewi, M.(2014).Phone.[Image]. available at: http://www.pcadvisor.co.uk/review/smartphones/iphone6-plus-vs-ipad-mini-3-comparison-3582949/[Accessed 14/05/2016] fig 33: Moss, A.(2016). Social Media.[Own Image] Created: [Accessed 14/05/2016] fig 34: Interior trends.(2015)leaf.[Image] available at:http://www.ohwhatsthis.com/#!T-r-e-n-d-Botanical/ cghr/55ed86e70cf2de902a7fdfab [Accessed 14/05/2016] fig 35: Ousia.(2013).Camera.[Clipart]. available at: https://openclipart.org/detail/185179/video-camera-icon. [Accessed 14/05/2016] fig 36: Cookie.(2015).Palms.[Image] available at:http://cookiepeste.tumblr.com/post/127664430097 [Accessed 14/05/2016] 56
fig 37: Chloe Boucher, (2016). Boucher selfie. [image] Available at: https://www.instagram.com/ chloeboucher/?hl=en [Accessed 17 May 2016]. fig 38: Moss, A.(2016). Social Media 2.[Own Image] Created: [Accessed 14/05/2016] fig 39: Moss, A.(2016). Chloe Social.[Own Image] Created: [Accessed 14/05/2016] fig 40: Moss, A.(2016). Map. [Own Image] Created: [Accessed 14/05/2016] fig 41: The red ball project, (n.d.). Red ball project. [image] Available at: http://redballproject.com [Accessed 17 May 2016]. fig 42: Thomas - Wiseman, C.(2016) Footprint.[Own Image] Created: [Accessed 14/05/2016] fig 43: Hardaker, N.(2016).Sign. [Own Image] Created: [Accessed 14/05/2016] fig 44:Decor, Du.(2015).Wall.[Photograph] available at: http://enversdudecor.tumblr.com/post/81844930702 [Accessed 14/05/2016] fig 45: Bride, E.(2016).Water.[Image] available at: http://www.leblogdelamechante.fr/blog-mode/housegreyjoy/ [Accessed 14/05/2016] fig 46: Leila, B.(2016).Bush.[Image]. available at:http://leilababoi.virb.com/inspiration [Accessed 14/05/2016] fig 47:Vaughn,C.(2012).Planter.[Image] available at:http://chauntevaughn.blogspot.co.uk/2012/07/broadleaves-plant.html [Accessed 14/05/2016]
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BIBLIOGRAPHY
Agresta, S. and Bough, B. (2011). Perspectives on social media marketing. Boston, MA: Course Technology. Dean,K.(2011). The 5Cs Of Social Media. [Online] Available at: http://www.manobyte.com/the-5-cs-of-socialmedia/. [Accessed 14/10/15] Foreo.(2015). Foreo Technologies.[Online] Available at: https://www.foreo.com/about. [Accessed 11 May 2016]. Harmsworth,S.(2015). Kale, Hot Yoga and The Rise of the Wellness Market. [Online] Available at: http:// raconteur.net/lifestyle/kale-hot-yoga-and-the-rise-of-the-wellness-market [Accessed 15/10/15] Harrison, S.(2009). Brand Story: La Roche - Posay. [Online] Available at: http://www.scmp.com/ article/667612/brand-story-la-roche-posay. [Accessed 11 May 2016]. Hopkins,K.(2015).Beauty Is Big Business For Britain. [Online Report] Available at: http://raconteur.net/ lifestyle/beauty-is-big-business-for-britain [Accessed 16/10/15] Jones,G 2011. Beauty Imagined: A History of the Global Beauty Industry. Oxford: Oxford University Press Kim,G.(2016).Estee Lauder Targets Millennials With New Line. [Online] Available at: http://fashionista. com/2016/01/estee-lauder-estee-edit [Accessed 10/01/2016] L’Oreal.(2015).History Of L’Oreal [Online] Available at: http://www.loreal.com/group/history [Accessed 10/01/2016] L’Oreal.(2015).Helen Mirren, A National Treasure. [Online] Available at: http://www.loreal-paris.co.uk/insidel-oreal-paris/our-ambassadors/helen-mirren [Accessed 10/01/2016] L’Oreal.(2016). La Roche Posay.[Online] Available at: http://www.loreal.com/brand/active-cosmetics-division/ la-roche-posay. [Accessed 11 May 2016].
APPENDIX
L’Oreal.(2016). LRP, Sustained Steady Growth.[Online] Available at: http://www.loreal.com/media/beauty-in/ beauty-in-active-cosmetics/from-source-to-product/la-roche-posay--sustained-steady-growth. [Accessed 11 May 2016]. Lucy Cosslett,R.(2015).Why do girls wear makeup?The Guardian.[Article]. 21 October. Available at: http:// www.theguardian.com/commentisfree/2015/oct/21/why-do-girls-wear-makeup-google-answer [Accessed 25/01/2016] Mc10.(2015). MC10.[Online] Available at: https://mc10inc.com/our-story.html#overview. [Accessed 11 May 2016]. Mintel, 2016. Beauty online uk. [Online]. Available via MINTEL [Accessed 11 May 2016]. Mintel .(2015). The Savvy Beauty Consumer 2015. [Online]. Available at: Mintel. [Accessed 10/03/2015] Pathology.(2015). Patch Technologies.[Online] Available at: http://www.patchology.com/patch-technologies/. [Accessed 11 May 2016]. Perschke, K. (2014). RedBall Project. [online] RedBall Project. Available at: http://redballproject.com/about/ [Accessed 11 May 2016]. 58
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Raconteur. (2012). The Beauty Economy - raconteur.net. [online] Available at: http://raconteur.net/beautyeconomy [Accessed 17 May 2016]. Roche-posay, L. (2016). [online] Available at: http://www.loreal.com/brand/active-cosmetics-division/la-rocheposay [Accessed 18 May 2016].
BRIEF
Redick, S. (2013). Surprise Is Still the Most Powerful Marketing Tool. [online] Harvard Business Review. Available at: https://hbr.org/2013/05/surprise-is-still-the-most-powerful/ [Accessed 13 May 2016]. Sinha Roy, S. (2008). Surprise as an Experiential Marketing Tool to Generate CustomerDelight in Hotels. 1st ed. [ebook] PDF, pp.1-24. Available at: http://www.academia.edu/21087917 Surprise_as_an_Experiential_ Marketing_Tool_to_Generate_Customer_Delight_in_Hospitality [Accessed 13 May 2016]. Sturgis,I.(2015).Orthorexia: the clean eating obsession that makes you dangerously ill.The Telegraph. [Online] 30 November. Available at: http://www.telegraph.co.uk/wellbeing/health-advice/orthorexia-theclean-eating-obsession-that-makes-you-dangerously/. [Accessed 14/10/15] Tegnelia,A.(2015).Swoon! Oscar-Winning Actress Helen Mirren Stuns As The New Face Of L’Oreal Paris Age Perfect. Huffington Post.[Online] 28 July.Available at: http://www.huffingtonpost.com/abby-tegnelia/ swoon-oscar-winning-actress-helen-mirren-stuns-as-the-new-face-of-loreal-paris-age-perfect_b_7881352. html [Accessed 10/01/2016] The Premium Market Report.(2015). UK Premium Beauty Industry. [Online Report] Available via: Imogen Matthews Associates. [Accessed 10/03/2015] Tillery French,C.(2012).The History Of Make Up. Available at: http://www.medusasmakeup.com/history-ofmakeup.htm. [Accessed 25/01/2016] Wischhover,C.(2015).The 15 Biggest Beauty Trends of 2015.[Online] Available at: http://fashionista. com/2015/12/beauty-trends-2015 [Accessed 13/11/2015] Zambarakji,A.(2015). Kale, Hot Yoga and The Rise of the Wellness Market. [Online] Available at: http:// raconteur.net/lifestyle/kale-hot-yoga-and-the-rise-of-the-wellness-market [Accessed 15/10/15]
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CRITICAL PATH
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GROUP COMMS
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GROUP MEET UP
QUESTIONNAIRE
What are your thoughts on La Roche-Posays packaging? very bland, uninspiring
It is boring, with a basic colour scheme. It isn’t visually stimulating nor would it entice me to buy the product. I feel the packaging implies that the brand targets an older consumer. Classic and Simple colours neutral not sure how much it would jump out on a shelf, comes across as a brand as the packaging is clearly the same on all products Expensive Hard to understand what the products are due to a lot of the text being in French. Colours are simple and appealing Looks like a skincare brand, clean, clear but not very eye catching on the shelf with others Very clinical, but not engaging enough Clean. No nonsense Fresh, Clinical, Lots of Text Nice and modern Old fashioned, probably says clinically tested. It looks like it will be good but I check ingredient all the time , so organic designs I favour Clinical Simple, clean, neat Pretty gross, could do a lot better. Boring and plain, looks more like cleaning products Minimalistic, serious A bit bland and clinical looking. Like it’s for eczema or something A bit plain and dull. Products don’t come across as being professional. boring Clinical looking. A lot of text Clean and clear but too much writing Not sure its eye catching enough
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Reminds me of dandruff shampoo - medical/clinica
WHICH BEAUTY BRANDS (SKINCARE AND MAKEUP) DO YOU USE? well known products with good reviews
looks mid budget range. doesn’t stand out. nivea,m and s, simple, boots no 7 A bit clinical it varies as to what is on offer Looks very scientific
bulldog moisturiser
Great
body shop, astral, no 7, max factor
Clear clean packaging Typical skincare products
The Body Shop
Quite good
Temple Spa and johnsons wipes
Simple clean looking
Simple, boots, bourjois, no.7, Rimmel, collection.
It has a clinical look
Simple, L’oreal and Germain de capuccini o my because my mums a beauty therapist
Clean, simple.
Simple cleansing products and Max factor and clinique make up
Like colours - clean and crisp, do not like name of effa lad
Pro med. environ. Clinique
clinical
Oil if olay facial moisturiser, Clinique toner. Make up no particular brand
Quite plain but I would consider using the product if it doesn’t contain alcohol
None
A bit busy. Needs to be cleaner and less wording
Nivea. Loreal
Simple, medical
Nivea cream
Dull
Maybeline, no7,Vaseline
looks dull
Maybeline, Mac, Simple, Garnier, Max Factor, Nars,
good
Maybeline rimmel
not really standing out to me. wouldn’t make me want to pick them up and read more
Mac, Rimmel, body shop
Blue makes it a bit too clinical
Mac , bioderma ,
It’s white and blue
MAC, Bobbi Brown, Benefit, Charlotte Tilsbury, Elizabeth Arden, Illamasqua
Cool, would check them out.
Loreal ,Mac , Boots no 7, dermalogica
looks like quality packaging and therefore suggests a good quality product. some look a bit ‘medical’.
Liz Earle Liz Earle
Looks hygienic & uniform Laura Mercier, ESPA loreal, simple, Charlotte tilbury, L’oreal, boots no 7, Mac, kiko 68
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Johansons, Mac, loreal, max factor, benefit Garnier, loreal, Nivea, Rimmel London, Mac, nip and fab Garnier, L’oreal, Natural Collection, Simple Garnier, nars, naked, sanex, ysl, sleek, Elizabeth Arden, Aveda, Chanel, L’oreal, Eater Lauder Dr Hauscha, Smashbox primer, Clarins foundation Cocoa butter Clinque and temple spa for skin care, Bobbi Brown, MAC and Benefit for make up Clinique olay Clarins No 7 Clarins , Mac, benefit Clarins & astral cream Clarins Chanel Boots no7 Clinique Bare minerals. Body shop. Clinique. Benefit Aveeno, maybelline, mac, rimmel, bioderma, garnier Any NO PARTICIPANTS SAID THAT THEY USE LA ROCHE-POSAY - SHOWING IT ISN’T AN INFLUENCIAL BRAND WHICH ATTRACTS CONSUMERS.
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FOCUS GROUP
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INFOGRAPHIC
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SOCIAL MEDIA RESEARCH
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INTERVIEW
Consumer interview with Natasha Tildesley-25 05/02/16 What products do you use on your skin?
Conversation with the sales assistant Helen in Boots,Victoria Centre on 02/02/16
NT: Chanel only
FTW: Hi! i’m aware you’re probably busy but the three of us are final years at Trent, currently doing a live project for La Roche-Posay. We were wondering if you could help us by answering a few questions?
Do you consider price when purchasing?
HD: Sure!
NT: No, I need to buy what is right for my skin so the price doesn’t bother me
AM: We just did some ethnographic research to see how consumers interact with LRP and noticed that not many people stopped and looked at it unless they seemed familiar with it. Do you agree with that?
Do you have a definitive skincare routine?
HD: Oh gosh definitely, we actually had to move LRP to the front of the stands near the entrance to try and generate some awareness. It get’s massively overlooked. FTW: Do you find that a lot of the consumers are within the older bracket? HD: Mostly, i’d say yeah a lot of the people who buy it are definitely women and a bit older. A lot of women are buying it for their families.
NT: God yes I'm so anal about it haha How strict are you with your skincare routine? NT: I wash my face twice a day, do a face peeling mask once a week, and moisturise every day twice a day. Oh and when i’m in the shower I use a clean hot flannel to wash my face
NH: What would you say is the most popular skincare brand for the age range of 15-25?
Where do you get influenced to buy?
HD: Ooh that is quite difficult to say, I think there are definitely more prominent brands such as simple for the younger kids and then nivea is very popular, and johnsons.
NT: Mainly by magazines or friends recommendations
FTW: Do you think the packaging of LRP products puts the younger gen off?
Are you influenced by beauty bloggers/vloggers?
HD: I have a little girl, well she’s not actually that little anymore! She’s 17 and she is always banging on to me how the products I use are ugly and she doesn’t like them! I use clarins my skin just gets on really well with it. So I guess from having Charlotte i’d say they care about the packaging
NT: Potentially, I don’t really have much time to watch vloggers
NH: Is the 3 for 2 offer in boots popular with that consumer group? HD:Yes!! When i’m on the tills I particularly notice that and they all seem to have the advantage card-even more than us oldies! They’re always looking out for the voucher’s we give out showing the deals aswell FTW: Amazing! Thank you so much for taking the time to answer our questions, you have been so so helpful! HD:You’re welcome girls, good luck with the rest of your work! Speaking to Helen was great insight into the consumer’s interaction with the brand and it’s competitors. Highlighted areas were the key comments that helped us.
Are you a regular user of social media? NT:Yes when I have time Do you find your lifestyle affects your skincare regime? NT:Yes i’m very busy with work and on the go so I have to make time for it Do you link health and wellness together? NT: 100%! I’m very conscious of what I consume to ensure it affects my exterior in the right way Do you prefer quality or quantity when it comes to skincare products? NT: Quality
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Consumer interview with Savannah Courtnenay-16 05/02/16
Consumer interview with Olivia Pilsworth-21 05/02/16
What products do you use on your skin?
What products do you use on your skin?
SC: Mainly simple or any makeup wipe I can get hold of
OP:Clarins and clinique, they react well with my sensitive skin Do you consider price when purchasing?
Do you consider price when purchasing? SC: Definitely, i’m on a tight budget and don’t want to waste my money on skin products
OP: I have to be reasonable careful but i’ve found since coming to uni I can’t test out products swell as I used too as my skin broke out Do you have a definitive skincare routine?
Do you have a definitive skincare routine? OP:Yes, wash my face every day twice a day SC: Erm I take my makeup off with wipes most of the time if that counts How strict are you with your skincare routine? How strict are you with your skincare routine?
OP:Very. I hate sleeping in my makeup and not going to bed without a fresh face
SC: Not very
Where do you get influenced to buy? OP: Mainly beauty vloggers, I feel they’re trustworthy over adverts
Where do you get influenced to buy? Are you influenced by beauty bloggers/vloggers? SC: I have an older sister so either her or what people online say OP:Yes Are you influenced by beauty bloggers/vloggers?
Are you a regular user of social media?
SC:Yeah I love vloggers
OP: Quite embarrassing but i’m on it all day everyday Do you find your lifestyle affects your skincare regime?
Are you a regular user of social media? SC:Yes definitely
OP: Since going to uni the drinking and bad food affected my skin so since then i’ve become very strict about my routine
Do you find your lifestyle affects your skincare regime?
Do you link health and wellness together?
SC: Not really
OP: Definitely, I discovered that after moving out and cooking for myself
Do you link health and wellness together?
Do you prefer quality or quantity when it comes to skincare products?
SC: I guess so not really thought about it
OP: Quality 100%
Do you prefer quality or quantity when it comes to skincare products? SC: Quantity!
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METHODOLOGY TABLE
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SWOT ANALYSIS
PERCEPTUAL MAP
ETHNOGRAPHIC We analysed 30 + shoppers gaining an insight into their behaviour as well as observing how consumers reacted to La Roche-Posay. We visited the La Roche-Posay concession in boots and observed consumers shopping habits. We noticed that everyone that went up to La Roche-Posay were routine buyers, they were familiar with the brand and went straight to the product they were after and left without hesitation. The brand only attracted women of 30+ and it became apparent that it wasn’t attracting a young or new demographic of consumers. The packaging didn’t stand out from competing brands and was therefore simply blended in, hence not attracting new buyers.
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FEEDBACKTRANSCRIBED Live feedback Context -Do another focus group-test latest ideas -Words used to describe things (packaging) are words other have used not our interpretations (words of consumer) -Current consumer too brief- day in the life of -Nip and Fab - Different values/different strategies - put have tapped into age range. What can you take from it -Consumer…So what? -Go back to the homework question - what is it you're actually trying to do?
Creative concept - brought it down - define more - imagery Good mark for connecting the consumer Highest - critically analysing secondary information - trend Big idea - good - Explaining big idea Link to consumer - visuals Define consumer in a creative way Differentiate through packaging Infographics - look at Pinterest Red ball project - DISRUPTIVE mystery and surprise
Big idea -Be clear on what it actually is -So what? Hook consumer - what are their concerns? Aspirations -Health and wellbeing - logical connection - food boutique - water -Sub brand - clearer define - make it explicit and obvious -Great insight for not getting rid of loyal consumers -Don’t get the importance of the pop up shop - Whats going to make them come? -Disruption is brilliant - having it in 6 different cities Execution -Just one slide - make it more -Are there too many things? -Different points in time - teasers? Promotion? Route to consumer -Make event different for each city….making it different (Specific) Bloggers? Person? Musician? Company? -What would you call it? -Packaging - refill, would it work like makeup? However does gain loyalty. Visuals -Infographic - not numbers -Typo’s -Pop up - How do you PROMOTE IT? What happens after? Timeline? Sustained set of events after -Pink box…looks as if it highlights - distracting - could highlight key things -Relate - challenge - back to homework idea -Subjectivity - words of the target consumer -Parents buy it - include them (discount) if the parents buy off this range - discount for sub brand - first intro to the product -Lines on the floor (takes you somewhere) “nearly there” - tease - leads the consumer -Live postcode - blogger? -Good ideas about products 92
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FEEDBACKSCANNED
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CONSENT FORMS
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ETHICAL CHECKLIST
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DECLARATION FORMS
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TUTORIAL RECORD SHEETS
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BRAINSTORMS
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