Fig 1
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Disclaimer that all references can be found in Revlon Report. I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed................................................. Date.......................... Signed................................................. Date.......................... Signed................................................. Date.......................... Signed................................................. Date..........................
By Ayse kahraman, Cheung Hoi Yan, Emma Pinto and Alicia Terminiello Word Count: 3629
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Contents page The brand
The Market
Introduction (All) ......................................................................................................................Page 2 Methodology (All) .....................................................................................................................Page 4 History (Ayse)............................................................................................................................Page 5 Botanics Mission and Vision(All)..............................................................................................Page 6 Botanics Product Architecture(Emma).....................................................................................Page 8 Target Consumer (Alicia,Yanny)...............................................................................................Page 10 Brand Positioning Map(Emma).................................................................................................Page 11 Competitors( Ayse, Alicia)........................................................................................................Page 12 Natural and organic market( Ayse)..........................................................................................Page 13 Skincare market (Ayse)............................................................................................................Page 14 Macro Trends(All)......................................................................................................................Page 15 Gaps in the market( Ayse).........................................................................................................Page 16 Consumer Analysis(All).............................................................................................................Page 18 Pest Analysis( Emma,Alicia)......................................................................................................Page 20 SWOT Analysis(Alicia)................................................................................................................Page 22
The Innovation
Other
Key concepts (Ayse,Emma,Alicia).............................................................................................Page 26 Idea Generation( All)...................................................................................................................Page 27 Key ideas hierachy (Ayse)..........................................................................................................Page 28 Heel Renewal pads( Ayse and yanny)........................................................................................Page 30 Power cleanser (Emma).............................................................................................................Page 32 Age renewal skin and hair oil (Alicia)........................................................................................Page 36 Vitamin Squeeze (Ayse)..............................................................................................................Page 38 Feasibility of products (Ayse, Alicia, Emma).............................................................................Page 40 Conclusion( Emma, Alicia)..........................................................................................................Page 42 Bibliography (Emma)...................................................................................................................Page 44 Team Assessment (All)................................................................................................................Page 46 Appendix (All)...............................................................................................................................Page 48 Illustrations (Ayse).......................................................................................................................Page 52
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Introduction The aim of this report is to identify a new product range or new product development, that is capable of broadening Botanics appeal amongst existing buyers as well as new consumers.
2
Methodology Primary Research Consumer survey - Conducted a questionnaire to be filled out online. - Research conducted in Nottingham. -Sample: 80 Women and men, aged between 19- 50.
Focus group 1. Including 8 women with a mix of ages. 2.Including 6 women aged form 21- 50.
In store research at Nottingham Boots store.
Fig 5
Secondary Research Websites Databases e.g Mintel reports
Articles and Blogs
Books and Journals
4
Brand History Botanics is a Boots brand, launched in 1995, based around skincare products. Their skincare range which draws on the ‘power of plants’. Re-launched Botanics in 2011 with the new spectrum of effective natural ingredients from Royal Botanical gardens, kew.
Fig 6
Mission :
To become a top three global player, moving the Botanics brand into a brand consumers see as inspiring, exciting and efficacious, something they are proud to buy and love using.
Values :
Botanics values stand on being an organic and plant based product which is free of harmful chemicals.
Brand Essence:
Scientific, Natural, Beauty.
Brand Positioning:
Botanics combines passion, expertise and most importantly nature to bring to you a range of affordable, luxurious and effective skincare products that unlock the power of plants, helping to make you feel good and make your skin feel amazing. 6
Botanics Brand Architecture Botanics have a diverse product range catering for both men and women. The image on the right shows the product range which includes facial skin care, bath, body and hand, hair products, accessories, aromatherapy and Botanics gifts. Within Botanics, many facial skin care products are broken down into sectors where they approach different skin types and facial skin care needs for consumers. These are; Organic, all bright, radiant youth, triple age renewal, shine away and ultra-calm. Botanics provide a limited range of products for males compared to females and they have a high amount of products for skincare rather than haircare. Botanics does also have a make up collection but this is not available worldwide only in America. Botanics do not have any products that are revolutionary but do have a few evolutionary products such as, Face oil.
Fig 7
Fig 8
FACIAL SKINCARE
All Bright Hydration & Brightening
Ultra Calm Sensitive & Calming
Radiant Youth First Signs of Ageing
Shine Away Mattifying & Balancing
Anti-ageing 2nd stages of Ageing
Organic
MEN’S Anti-ageing
Daily Care
INDULGENT BATHING Bath
Body Wash
Scrub/Polish
Moisturiser
HAIRCARE Hydrating Shampoo
Hydrating Conditioner
Volumising Shampoo
Volumising Conditioner
Treatments
Semi-permanent Colourants
HAND & BODY Hand
Body
Organic
ACCESSORIES Bath
Hair
Beauty 8
Target Consumer The pen portrait on right is a representation of Botanics target consumer. The target consumer for Botanics is a 25-35 year old and is typically a woman usually a mother, who leads a busy and active lifestyle. After a long stressful day she likes to relax and unwind by giving herself a much deserved pamper. The consumer likes to use beauty products that contain a quick application which contain a variety of different benefits to suit her skin type. She cares about what she uses on her body and highly values products made with natural ingredients.
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Fig 16 10
Brand Positioning Map Fig 19
Botanics are positioned as a highly natural brand that is in a mass market due to being sold in boots. They compete more so alongside high end brands that are extremely natural however, with a completely different price point. Most brands that sit within the same price point as Botanics are more synthetically produced. Within the natural and mass market, Botanics sit directly alongside Lush and the body shop, who are slightly more expensive and ethical, and have their own retail stores. Apart from Burt’s Bees, Botanics is one of the rare brands in its sector that is natural yet mass-produced and is sold within Boots stores. Brand such as NO7 and L’Oreal are scientifically proven brands but have a similar target market to Botanics and brands that continue to be top players in the beauty market by high levels of successful innovations and due to this are significant competition for Botanics.
Competitors Burt’s Bees is a natural brand that caters to both men and women but focus mainly on women this can be shown through their product architecture which includes products for mums to be, lip care, baby etc. Burt’s Bees has high levels of brand awareness, which makes them more competitive than Botanics, however, their products are slightly more expensive. Burt’s Bees has shown evolutionary innovations such as Preganacy Bath crystals. Fig 20
Fig 21
Body shop is their main competitors due to be an ‘All natural’ brand. They have a wide product portfolio for both men and women and use a wide range of natural ingredients in their products. The body shop continues to strive to be innovative and this can be shown through many evolutionary innovations such as, drops of youth facemask. However, the body shop claim they are all natural but looking further into their ingredients they contain over 50 unnatural ingredients, some of which are harmful and drying to the skin. Botanics is a more affordable brand that body shop and if the new product innovation is fitting with the brand this could make them more competitive as a brand. 12
Natural/ Organic Market The natural and organic market has shown positive signs of growth with “Sales of global natural personal care market increased by nearly 10% in 2014 (cosmetics and tolietries,com)”. Consumer have shown increasing demand for anti-aging products and growing concern for the use of natural and organic skincare products are the major factors driving the skin care industry( cosmetic design,com).” This is important that this is taken into consideration when innovating a new product development for Botanics as this can influence new product ideas. “Plant based ingredients were once enough to entice consumers; today a product’s function and efficacy are now regarded as at least as important as the ingredient source by many consumers( cosmetic diesign.com).” Due to this it is important that when innovating function and efficacy is just as important as the ingredients used otherwise it will not be appealing or catering to consumer needs, as Botanics is all about using botanical ingredients for kew gardens they should ensure that this is not just the benefit for consumers. “Skincare products dominated demand in the global organic personal care products market in 2011, with a 32.1 per cent share, followed by haircare and cosmetic segments (organic monitor.com).” As Botanics have a large skincare range incomparison to their haircare range, this is where new innovations could be a main focus to expand their haircare range. The future for the Natural and organic market shows positive signs in particular the Global organic cosmetics market is to reach $13.2 billion by 2018 (Cosmetic design europe.com) this is something that Botanics could focus on through new product innovations, even though the cosmetic market is very competitive the new product development could take the brand further. The market for natural and organic skincare products is also expected to grow at a rate of 9.9% from 2012 to 2018 (mintel), due to this consumers will be looking to the brands that can provide products to fit their needs and Botanics need to ensure they are delivering this in order to benefit from this growth rate as well as to be as competitive as they can be.
Skincare Market
Botanics has a wide product portfolio of skincare products catering to both men and women. The skincare market has shown strong signs of growth with sales reaching ÂŁ2.1 billion in 2013, following a 2% increase from 2012 (Euromonitor). There is much potential for Botanics to gain higher brand loyalty as well as sales and new product development of skincare products could achieve this. As the Skin care market is expected to see value sales grow at a CAGR of 1% at constant 2013 prices over the forecast period, to reach ÂŁ2.2 billion by 2018 (Euromonitor), it is important they are up to date with trends especially as they are constantly changing, this is to ensure they are catering to consumer needs which will contribute to them being as competitive as they can be in this market.
Fig 22
14
Macro Trends Three key macro trends were identified that aided in supporting the research for innovating the brand.
Ageing Population Key factors of this trend include the number of low birth rates, longer life expectancy, higher retirement age, changing attitudes towards ageing in a positive way. All of these aid in driving the ageing process and can lead to new business ventures. This trend links to Botanics because they already have an anti-aging range, however it is limited with only four products. From this, it is clear that there is a demand for consumers who want products to cater to ageing skin that makes them look more youthful. Additionally; with the ageing demographic growing there is a higher number of consumers who will fit into this target market.
Health and wellness Health and wellness is a macro trend that is significantly on the rise. It has become the new form of the future to desire a healthy body and mind. People want to ensure longer life expectancy, so Botanics can focus on this, taking care of the consumer’s inner body not just the out. With the rise of people caring more about themselves, it changes consumers purchasing choices as they are being more attentive to what they are using and putting into their bodies.
Convenience Technology Convenience technology provides todays people with a tool that empower them and give them a degree of ease in a hectic world. Botanics can incorporate convenience within their products to suit the needs of consumers with busy lifestyles, so bringing technology also into their beauty products. Fig 23
Gaps in the market “Across all age groups who are worried about aging skin, consumers aged 55 and over, constituting 28.7% of the U.K. population, are the least likely to act on it. Over half (56%) of concerned 55+ consumers have not done anything about their concerns—the highest number among all age demographics. The research suggests that by focusing too much on young adult women, the skin care industry might miss out on 55+ consumers. This gap in the market is something that Botanics could take advantage of, as the products they currently have do not mainly cater to this demographic of over 55 year olds it is targeted more towards 25-35 year olds(Kline and company)” As there is a growing ageing population, the older generation will become a key consumer for this industry and Botanics could see this a potential way to increase brand loyalty as well as compeititiveness.
“1 in 5 of all [beauty] products contain chemicals linked to cancer, 80% contain ingredients that commonly contain hazardous impurities, and 56% contain penetration enhancers (Glamororganic goddess.com) .” As health and Wellbeing is a key trend in today’s society, issues such as cancer are a big topic and there is not many companies or products that are tackling this issue. Botanics being a natural brand using plant based ingredients could use this gap in the market to create new product innovations that can address this issues.
16
Consumer Analysis
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Primary research including qualitative and quantitative data was conducted in order to gain a deeper insight of the following: - To see who is Botanics target audience - To find out consumers purchasing of skincare products. - To find out the publics representation of Botanics - To see how Botanics could become more competitive In Appendix 1 are the interview questions from Online survey. Through primary research which included visiting boots stores, observations were carried out on consumers purchasing behaviour of botanics products. From this our insight is, first of all, the consumers seemed as if they led busy lifestyles due to quick purchasing and were a varied age of consumer. In terms of what products consumers were picking up we noticed that they were picking up oils and facial skin care. From our online questionnaire, initially wanted to see if botanics should add anything to their skin care range which is why it is catered mainly to skin care. Therefore from this, they found out that products consumers are using in their day to day lives are mainly anti-ageing products, moisturises and serums shown in Appendix 1.1. Key benefits that they looked for were reducing blemishes, anti-ageing and brightening shown in Appendix 1.2 . Also looking at responses that didn’t link to facial skin care and noticed a want for foot healing products and convenient products. Finally 69% of respondents said they use natural products, shown in Appendix 1.3. Botanics is in a growing and popular market and it is important that in order for them to reach their mission and to continue to be a player in this market they need to be as innovative as possible to be stand out amougst competition as this market will soon be crowded with many brands. The Primary Research data became a starting point for our innovation ideas for Botanics. 18
Pest Analysis Political
Economical
Social
Technological
Regulation by the Federal Trade Commission, the Food and Drug Administration in the U.S., as well as various other federal, state, local and foreign regulatory authorities, including those in the European Union, Canada and other countries in which the Company operates. Trade regulations need to be taken into account before entering any market and also need to be kept up to date where they are currently operating. Issues include economic growth, interest rates, exchange rates, disposable income, inflation and global economy crisis and affects from recession. The rise of inflation has impacted businesses due to the increase of living costs yet the average wage remains the same, giving consumers less disposable income. The economic downturn since the 2008 recession has caused consumers to change the way shop; they’re now more conscious; spending when necessary as opposed to as much luxury spending due to limited disposable income. The UK is seeing a massive growth for the demand of organic food/drink and skin products. Health concerns have changed the face of the Western culture. Certain health issues have already reached epidemic levels. A healthy body and mind will become a new form of future capital in the century ahead. Technology is going a long way towards making the process of manufacturing cosmetics and personal care products far more efficient and environmentally friendly. The pace of change in technology is becoming more rapid. More and more beauty industry growth is being powered by the fields of science and technology, using broader innovations to create and promote new beauty products. 87% of consumers believe that technological innovation contributes to purchasing a product. Beauty brands are incorporating more cutting edge and energy efficient ways of processing ingredients and formulations. This means that the carbon footprint is reduced which allows manufacturers to boast of greener credentials.
Due to consumers having less disposable income, they are unable to spend as much on luxury products but more so necessities meaning that they are more likely to buy lower priced products such as Botanics. Botanics need to ensure that their new innovation strategies abide by the suitable laws and regulations in place. Consumers are becoming more health conscious therefore healthy products which promote health not just beauty are important in today’s market. Consumers are drawn towards products which include technological advances which today are more attentive to the environment which suits the Botanics brand. Products which are more ahead in terms of technology either in an electronic way or through ingredients attract today's beauty consumers.
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Swot Strengths
Weaknesses
- Low priced products making them easily accessible. - Natural plant ingredients in products used from the Botanical gardens of Kew, which have a range of natural benefits for the skin and hair and created a USP for the brand. - Product range catering for both men and women. - Products cater for a range of skin types and ages. - Include accessories and also aromatherapy. - Positive feedback from consumers in regards to how well the products work.
- Men’s product range is not as large as the women’s. - Not a large range of hair care products. - Botanics packaging does not stand out among other products in boots. - Botanics do not enhance their product ingredients and their benefits enough. -Not a large aromatherapy range which can be improved and expanded through more use of botanical ingredients.
Opportunities
Threats
- Enhance their hair product range. - Enhance their male product range. - Bring in more of Kew gardens ingredients into their products. - Take advantage of the health and Wellbeing trend e.g. Including Vitamins. - Include more time saving and convenient products. - Use technology to be more innovate. - Take advantage of the Ageing population.
- Natural ingredient based products are becoming more popular than ever so Botanics are against numerous other brands. - A brand undercutting Botanics in terms of price; this is unlikely though as they are very reasonably priced. - They are not as innovate as other brands in boots -They do not have high levels of brand awareness and loyalty compared to some of its competitors.
Botanics appeal to consumers due to their reasonably priced products along with their diverse range of skin and hair care products. In some sectors of their product ranges though botanic’s have the opportunity to expand on particular segments such as hair care. Botanics are reputable due to their products being all natural and using ingredients from sources such as Kew. This is beneficial for the brand but there are threats from other beauty brands that also use natural sourcing and even have more natural ingredients and vitamins that Botanic’s have not introduced into their range. It is important for Botanics to aim to stay ahead of their natural beauty competitors and introduce products that appeal to the consumers of today’s beauty market.
22 Fig 26
Fig 27
Innovation Strategy
24
Key Concepts Trends Health
Technology
Convenience Anti ageing
Food/ Drink
Detox Natural beauty Organic Rise of nutricosmetic Fitness Wearable technology Skin devices Rise and development of technology and beauty products. Technology has allowed you to bring the cosmetic industry into your own home. Quick beauty fixes. UV Absorbers Natural Products Multifunctional Anti-aging In Hair Care Changes in peoples attitudes towards anti ageing products. Clean eating- plant based, organic Health on the go – convenience Transparency in labelling- to see what is actually natural, highlighting naturalness of product Rise of Drinking/ Eating foods with benefits for the body and health.
Insight Combing beauty and health together, adding health benefits to beauty products.
Consumers want more of an experience and technology allows them to but in the comfort of their own home.
Consumers demand ease and convenience due to busy lifestyle.
Anti-aging is a global pre-occupation as people want to look good for their age, no matter how old they are.
Health on the go containing body and health benefits from natural ingredients.
Health is having a key impact on society today this is through consumers caring about the inside and outside of their bodies, this is through what they eat to what they use on their bodies. Consumers are increasingly taking Nutricosmetics to support their bodies; this is something Botanics do not currently provide which shows new possibilities for them. Combing beauty and health together is a key insight and Botanics could introduce these aspects into a new product. Today skin devices are becoming increasingly popular with the rise and development of technology within beauty products. Technology has allowed you to bring the cosmetic industry into your own home creating an experience where application is quick and can work along with your own schedule. Introducing wearable technology into their product range, Botanics can offer an increased and improved experience for the consumer which works alongside Botanics already existing products. Consumers today are looking for quick beauty fixes that can fit in with their busy lifestyles. We are working longer than ever before and the speed of life has quickened therefore as consumers we demand ease and convenience. The aim is to ensure that the new product strategy introduced for Botanics is convenient for the consumer to use within their fast paced lifestyle. An application of a product that is easy and quick and contains a multiple amount of benefits in one is positive for today’s consumer beauty market, especially with our target consumer for Botanics. Anti ageing is having a big impact on the beauty market, due to the rise of the ageing population and societies obsession with remaining youthful many trends have evolved. Consumers who buy anti- ageing products want multifunctional benefits. As Botanics do have a anti-ageing skincare range but not a hair care range this new possibility for them especially due to the trend of Anti-aging In Hair Care. The anti ageing products are not just for old people but for everyone who wants to look good, so this is something to be taken into consideration. Health on the go is a key trend that is influencing the food and drink market. Consumers want a product that contains health benefits from natural ingredients whilst on the go. There is a demand for being able to see what is actually in the product, through its labelling highlighting its naturalness. Botanics can introduce a product that fits the consumers needs of having a health product on the go that provides convenience for the consumer as well as health benefits. 26
Idea Generation Big and tough:
Big and easy:
Technology market
Ageing population
Hair care market
high
Size of opportunity
Cosmetic market Men’s beauty market
Health and Wellness market
Small and easy:
Small and tough:
x
Multicultural market
low
vegetarian/vegan/gluten free market Homwear accessories market Difficult
Ease of execution
Easy
The start of the innovation process required looking at opportunity platforms. The health and wellbeing market shows high levels of opportunity with easy ease of execution, as this is such a big market breaking it down into sectors was the next stage, in order to find any opportunity or gap in this market. The opportunity platforms then leads to looking creating pool of ideas which included product innovations such as, Hair removal cream, Olive oil In hair products, heated hair treatment, vitamins in moisturizer, toothpaste, face cream with SPF, bath bombs, exotic flavours, body sprays, perfume, mum to be and baby products and finally health drinks.
Key Ideas Hierarchy Age renewal hair and skincare oil Vitamin squeeze
Power cleanser
Fig 28
Heel renewal pads
This is the order of the new product development ideas for Botanics to take further. Heel renewal pads are at the low end of the hierarchy this is due to them not being as innovative as the ideas above as well as the market size for this product is very small. The focus group in Appendix 2 also agreed that this is not the best product idea for Botanics. The power cleanser is second lowest on the hierarchy, this product will require high levels of investment and this may not be the best route for Botanics to take currently. The age renewal hair and skin oil and Vitamin Squeeze are at the same level on the hierarchy this is due to the focus group agreeing that these are the best two products. They both represent who Botanics 28 are as a brand and are innovative ideas that could achieve Botanics mission.
Heel Renewal Pads
Fig 29
What need/opportunity does it address?
Conducting primary research online shown in Appendix 1, a few respondents had said that they wanted natural products for the foot as this was something they found hard to find, also due to convenience being an issue for the target consumer of botanic it was important that this product is not time consuming and also has fast results. The rise of health and wellbeing trend, consumers are taking care of themselves more both on the out and inside, so looking at their range of products we found that Botanic does not have a product that caters for feet. As Botanics target consumer is a busy women who is always on her feet, we felt this product would fit well within the brand portfolio.The trend of convince and consumers wanting a home experience influenced our product by ensuring that its something the consumer could use anywhere as well as not being time consuming. There is a limited number of natural foot care products particularly those that cater to repairing cracked/dry skin in boots so this is something that botanic can use as a USP and differentiate themselves in this market. Also we are using pads, which the norm is to use cream this is how Botanics will stand out amongst its competitors. The pads we feel are more of an experience and will work more effectively for the end consumer.
What the product does?
The pads main ingredient is rose water which contains antioxidants that will clear the bacteria of the cracked skin. The other ingredients include fruit extract and Aloe Vera to ensure soothing and moisture to the feet. The pads require 30 minutes on the feet, which then remove the dead cells from the foot.
Who would be the end consumer?
The end consumer would be aged between 30 – 50 . This product is aimed towards the woman who is always on her feet, she has less time for herself as is constantly busy but likes to take care of herself when she can. The foot care market is worth more than £121million, showing that there is much potential for Botanics, however, due to the product being more of a seasonal purchase the sales are not consistent and this could be a problem for Botanics. 30
Power Cleanser
Fig 30
What need/opportunity does it address? Through primary research from looking into consumers needs, as well as looking into the external market of beauty trends and from industry trade show, it was clear to see that technology is a big trend in beauty and that there is a growing demand for facial treatments from electronic devices. This is how the idea of the power cleansing plate was developed.
What the product does? This cleanser uses electro technology to enhance the skin by stimulating and tightening skin cells. The Device measures how firm your skin is and gives you an indication on how long you need it on for to firm the skin, then it firms it. You just add a drop of their own face wash/ cleansing balm to the plate and it massages it into the skin. Unlike many other cleansers that traditionally have a brush hat massages and exfoliates the skin to get rid of dead skin and revive it, this cleanser stands out as not only is it a cleansing plate as opposed to a traditional brush, but it also determines the firmness of your skin and then tightens and firms it depending on the level your skin needs as well as cleansing at the same time.
Who would be the end consumer? The targeted consumer would be of the ages between 25-40 who have mature skin and want firmer looking skin. This consumer wants a product that is quick and easy whilst proving lasting spa results in the comfort of their own home. When this idea was investigated further in more detail, it was discovered that it is not as feesiable as other innovation concepts due to the amount of high investment it would involve as it requires to much high technology, as well as some consumers seeing it quite as a risk product. Therefore, it has been foreseen that this product does not have the potential to take the brand far enough forward (rebrand them, increase sales) with just this one product
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Fig 31
Recommendations For Botanics 34
Recommendation 1-Age Renewal skin and hair oil
Fig 32
Fig 33
Key insight
“Just as my skin ages with time, so does my hair, I want a product that can give both my hair and skin the same benefits, keeping both looking as youthful as each other.”
What need/opportunity does it address? Through primary research it was discovered that consumers wanted to have multiple benefits within their products, mainly being anti-ageing. The product has to addressed these needs as well as addressing the trend of convenience, offering a quick and effective solution. The haircare market is showing high sales growth predictions of 83.1 billion by 2021 and as Botanics have a limited hair product range, this was a gap in their product porfolio that can show high results for Botanics. Consumers today are wanting products that specifically cater to their needs, which through primary research has shown that botanic consumers are wanting products that have multiple benefits and ageing benefits in the product. The issue the majority expressed is looking youthful in both the hair and skin; from this our product addresses these needs as well as adding convenience.
Who would be the end user?
A Women aged between 25-55 years old, particularly those who care for the products they use on their skin, as well as wanting to ensure they have youthful looking complexion. They have busy lifestyles and convenience is key for them.
What are the benefits?
The key benefit of this product is providing ultimate confidence for the consumer for both the hair and the skin. Botanics 2 in 1 Pro age renewal hair and skincare oil combines 5 powerful botanical plants with the main plant being hibiscus, combined together to create the most effective repair for dull and unhealthily looking hair and skin.For one of our final ideas we have chosen 2 in 1 age renewal hair and skin oil. This is a treatment that protects and renews your drying hair as well as renewing the skin. The same oil in one bottle can be applied evenly to both the skin and hair, adding the same benefits to both.
What makes it different to other products on the market?
The botanical plants provide unique natural ingredients that have ideal properties to ensure the most effective benefits for pro renewal hair and skin. Our main ingredient for the skin and hair oil is ‘Hibiscus’, it was chosen as in the beauty world it is known the ‘botox’ plant. It increases skin elasticity, evens skin tone, is rich in antioxidants, purifies your complexion and also moisturises the skin. For the hair, hibiscus like for the skin softens and repairs, but also stops greying and brittle hair and encourages hair growth. The oil also contains vital vitamins for the hair and skin such as Vitamin C and A – these vitamins help with wrinkles and helps prevent damage to the hair. The other key ingrendient is Kuki Nut oil which soothes and softens both the face and skin and is a unique ingreident that consumers may find enticing. The product is not stated as ‘Anti-ageing’ but rather call it a ‘age renewal’ product to firstly fit in with botanic’ other products but also not to just target the much older consumer as we also want to attract a younger consumer as they can still be in need of renewing their hair due to wear and tear with also renewing their skin is important for everyone.
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Recommendation 2- Vitamin Squeeze
Fig 34
What need/opportunity does it address? After conducting a focus group which we held with 8 women and men from ages of 20- 30 shown in Appendix 3, they specifically wanted to find out consumers thoughts on vitamins and the consumption of vitamins. From this it allowed them to developed on insight “I want vitamins that I can take with me on the go and that are easy to consume.” This insight then lead to a few ideas that included a vitamin spray, vitamin squeeze and vitamin drink, which the focus group were then asked which choice they prefer and would use. The results showed that the vitamin squeeze was popular within this focus group. The vitamin drink was something that when researching further found that consumers did not believe the drink was as it says on the label as health drinks have been in the press for containing unnatural ingredients and we want to provide an honest approach by keeping vitamins separate from water, So this is why we chose vitamin squeeze. Looking at secondary research the health and wellbeing trend is on the rise and there is much need for products that cater to this trend. The beauty trend of nutricosmetics (the use of nutritional supplements for skin health and beauty) has shown growth opportunites that botanics can potentially take advantage of. The UK market for vitamins and other health supplements is a large growing market, worth £385 million in 2014, up 2.7 per cent on last year. Vitamins and dietary supplements is expected to reach sales of £786 million by 2018. Consumers also show interest in vitamins/supplements with appearance benefits, suggesting opportunities for NPD.
Who would be the end consumer?
A health conscious person who is also on the go, particularly the beauty conscious women aged between 21-45. She occassionally takes vitamins and care highly about the inside and outside of her body, so natural ingredients/products are important to her.
What are the benefits/how does it work?
The vitamins are in a squeezy pouch which can go into any bottle of water and can be kept with the consumer at all times. Instead of a drink which can be consumed and chucked away the vitamin pouch will give the consumer the vitamins they need throughout the day but not exceed the amount they can have. The drinks will also have a healthy amount of botanical ingredients which contain a large amount of health benefits. A liquid is easier to consume than a capsule and the minerals get into your blood stream faster than a capsule. Botanics will launch three different types of vitamin squeeze which are for skincare and beauty benefits. The product range firstly includes body boost, which is an energizer for your skin and body, including vitamins such as, B12, Iron,Vitamin C and the botanical plant Orange Blossom, which all have energizing benefits. Secondly the Blemish elimantor vitamin squeeze is catering to the consumer that has been shown in our primary research is wanting benefits to reduce blemishes. The Vitamins will include Vitamin C, Vitamin A, Zinc, OMEGA 3 and Vitamin B3. Finally the skin enhancer will be for the older consumer and benefits will include youthful complexion as well as natural radience. The vitamins include Vit a, Vit e, Vit k, Vit c, Selenium , Polyphenols and Collagen. The main benefit of this product is to provide consumers with a Healthier looking complexion on inside and out as this makes them feel more confident within themselves.
What makes it different to other products on the market? Instead of just being a drink, the vitamins are stored in a small cup/pouch, this shows honesty into what is going into your water unlike other brands such as ‘Vitamin water’ which has received a lot of negative press due to the drinks being full of more sugar than vitamins. The pouch can also last up to 50 squeezes and give consumers a choice of when they want to use the vitamins. A convenient product, for example consumers can take it to work and top up their water throughout the day, keeping them healthy and giving them the nutrients they need – which can be lost for some consumers who have busy days, So when your skin is feeling tired and dull throughout the day you have the vitamin to rejuvenate it.The vitamin mass market currently does not have any product currently like this, however will face tough competition from supplement tablet brands. 38
Feasibility of Recommendations
The vitamin squeeze is a highly feasible product this is due to having a potential of 1,077,500 trailist that could purchase up to 4 of these products annually. The product would sell for around ÂŁ6.95 this is due to the combination of vitamins and being 150ml allowing for up to 50 squeezes. The total annual value estimate is ÂŁ29,954,500 million which is significantly high compared to the age renewal hair and skincare oil. The Vitamin Squeeze would be sold in all of Boots stores in the UK with 70% distrubtion and their is potential in the future for the product to be sold into supermarkets. The new product is estimated to have 10% awareness.
The age renewal hair and skincare oil does not have as high annual revenue as the vitamin squeeze but its still very appealing numbers of ÂŁ12,244,243.2 million. The target market is women 25-55 but, there is much potential for this to be more appealing to a wider demographic due to the hair being a part of the body that is always constantly ageing. The product would be sold for ÂŁ6.99 and would be sold in all Boots stores in the UK with a distrubtion of 70%, the awareness of the product will be 10%.
40
Conclusion Overall from looking at the external beauty market and analysing the consumer market within the industry, it was clear to see what trends stood out that would form the basis of the report and research. For example, anti-aging is a large part of the market, therefore consumer analysis was linked to this to then build a strong foundation for the run up to the innovation strategy. Through development of research and looking into different trends, it was important to ensure that consumer research was linked also so there was confidence in the products developed. One of the final innovation ideas produced is 2 in 1 skin and hair age renewal, this product is evolutionary due to hair and skin oils already being on the market, for botanics to develop something individual and different to other oils this product has been made into a combined skin and hair oil in one bottle to add convenience for consumers. The ingredients contained The second final idea is Vitamin squeeze, which has not been seen on the market apart from squeezes containing squash drinks. Therefore this product is revolutionary. From this product botanics will be introducing something not seen before in the health market, but from detailed market and consumer research this product has been developed to successfully fit within the health market, and botanics are a perfect brand to sell this due to their natural and organic image. Overall, these two new product development concepts are the strongest to move the brand forward as they both keep in line with the brands mission to be exciting and inspiring as well as products that consumers will be proud of and love to buy. Through the research developed, the two final ideas developed will appeal to consumers in the current beauty market.
42 Fig 35
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Team Assessment
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Appendix 1
Appendix 1 .2
Appendix 1 .1
Appendix 1 .3
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Appendix 2
Appendix 3
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Illustrations Fig 1- Botanics logo, Botanics, Available at URL: http://www.trademarkia.com/logo-images/the-boots-company-plc/boots-botanics-the-power-ofplants-85845012.jpg (Accessed 01.03.2015) Fig 2- Botanical Flower, blogspot, Available at URL: http://1.bp.blogspot.com/-WBvB05w1iDY/UfXFnD4IpfIAAAAAAAANt4/Zwq8vLUKzpY/s1600/dogwood.jpg (Accessed 01.03.2015) Fig 3- Botanic Product, Boots, Available at URL: https://www.pinterest.com/pin/156640893265546948/ (Accessed 01.03.2015) Fig 4- Women Skincare, Google, Available at URL: http://www.impactnottingham.com/wp-content/uploads/2014/12/skin-care-products.jpg ( Accessed 01.03.2015) Fig 5- Botanical Flower, Google, Available at URL: http://www.kathycranmerartstudio.com/uploads/1/3/5/5/13552695/7479729.jpg (Accessed 02.03.2015) Fig 6- Flower, Pinterest, Available at URL: https://www.pinterest.com/pin/71776187786165299/ ( Accessed 02.03.2015) Fig 7- Botanics products, Google, Available at URL: http://mid-east.info/wp-content/uploads/2013/05/BOTANICS-Skincare-Range.jpg (Accessed 02.03.2015) Fig 8- Botanics brand Architecture, Lecture, Accessed 02.03.2015 Fig 9- Flower, Pinterest Available at URL: https://www.pinterest.com/pin/400046379370290424/ (Accessed 02.03.2015) Fig 10- Working women, Google, Available at URL: http://www.10topten.com/wp-content/uploads/2012/02/Part-time-Working-Women.jpg (Accessed 02.03.2015) Fig 11- Healthy eating women, Google, Available at URL: http://www.yourwellness.com/wp-content/uploads/2013/06/lift-your-mood-with-diet.jpg (Accessed 02.03.2015) Fig 12- Family, Google, Available at URL: http://www.familyhc.org/wp-content/uploads/2012/11/family22.jpg (Accessed 02.03.2015)
Fig 13- Women being pampered, Available at URL: http://www.fontdargent.com/wp-content/uploads/2014/06/mascareta_spa.jpg (Accessed 02.03.2015) Fig 14- Woman stressed, Available at URL: http://www.belgraviacentre.com/wp-content/uploads/2013/04/stressed-woman.jpg (Accessed 02.03.2015) Fig 15- Women doing yoga, Available at URL: http://www.tracimichele.com/wp-content/uploads/2010/12/Latin-20exercise.jpg (Accessed 02.03.2015) Fig 16- Mother and her children, Available at URL: https://beckbardsley.files.wordpress.com/2012/08/cocteau-1.jpg ( Accessed 02.03.2015) fig 17-Citoren car, Avilable at URL: http://info.citroen.co.uk/Assets/category-pages/images/cars/big-c3picassodec.png (Accessed 02.03.2015) fig 18- Busy mum, Available at URL: http://4.bp.blogspot.com/-Xu8vS3KYlMw/TVrFWRReIvI/AAAAAAAAABs/6osOfNjyN-g/s1600/home+mum.jpg (Accessed 02.03.2015) Fig 19- Comeptitive brand positioning map, self made (Accessed 02.03.2015) Fig 20- Burt’s Bees logo, Google, Available at URL: http://iceab.se/wp-content/uploads/2013/10/B.B.-Logo-color1.jpg (Accessed 02.03.2015) Fig 21- Body shop logo, Google, Available at URL: http://clocktowersrugby.co.uk/cache/thumbs/t/h/e/fa180b7b_380x372.jpg (Accessed 02.03.2015) Fig 22- Organic skincare advert, Available at URL: http://static1.squarespace.com/static/525f111be4b0a1c2db030d78/52f13a4de4b0fcddda261e34/ 52f13a54e4b0fcddda261e3c/1391540823010/Organic+Radiance+Skincare+more+than+skincare+line.jpg (Accessed 02.03.2015)
Fig 23- Flower, pinterest, Available at URL: https://www.pinterest.com/pin/422845852483763344/ (Accessed 03.03.2015) Fig 24- Botanics instore display, Self taken (Accessed 03.03.2015) Fig 25- Customer shopping at Botanics, self taken (Accessed 03.03.2015) Fig 26- Botanical flowers, Pinterest, Available at URL: https://www.pinterest.com/pin/245516617162204358/ (Accessed 03.03.2015) Fig 27-Flower, Pinterest, Available at URL: https://www.pinterest.com/pin/245516617162820697/ (Accessed 03.03.2015) Fig 28-New product development idea hierachy, Ayse made (Accessed 03.03.2015) Fig 29- Botanics heel repair pads packaging, Ayse made (Accessed 03.03.2015) Fig 30- Example of power cleanser, Ayse made (Accessed 03.03.2015) Fig 31- Botanics Products, Google,Available at URL: http://www.pretamarque.com/wp-content/uploads/2012/07/Botanics.png (Accessed 03.03.2015) Fig 32- Example of age renewal hair and skin oil, Alicia made (Accessed 03.03.2015) Fig 33- Women using hair and skin oil, Available at URL: http://www.naturalbeautycare.com.au/wp-content/uploads/2012/08/Haircare.jpg (Accessed 03.03.2015) Fig 34- Vitamin Squeeze example, Ayse made (Accessed 03.03.2015) Fig 35-Flower, Available at URL: https://pillarboxpost.files.wordpress.com/2010/05/rhs_flower_botanical_2.jpg (Accessed 03.03.2015) 52