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Callum Williamson, Ellie Hanson, Will Jonaitis, Houyuan Chen Word Count: Fig. 6
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CLEANSE. CARE. FIX.
CONTENTS 4
INTRODUCTION & OBJECTIVES METHODOLOGY ETHICS CLAUSE
7 8 10 13 14 16 18 22 24 27
MAIN BODY OF REPORT BRAND OVERVIEW BRAND HEALTH MARKET HEALTH 4C’S TMG ARCHETYPES BRAND ARCHITECTURE COMPETITORS POSITIONING MAP SWOT ANALYSIS PEST ANALYSIS
KEY BEAUTY THEMES
30 SUSTAINABILITY 33 GENDER NEAUTRAL 34 PACKAGING
SKIN CARE TREND
38 MIST & MASK 41 INGREDIENTS INNOVATION 42 APPLICATORS 44 46 48 50 52
INNOVATION PRODUCT
ANSOFF NEW PRODUCT DESING CONCEPTS FINAL RECOMMENDATIONS POTENTIAL THREATS CBD POSITIONING MAP 53 LAUNCH 54 CONCLUSION
INTRODUCTION
BE SKIN CONFIDENT EVERYDAY
In this report, we will discuss and propose some of the innovative ideas that target the Tea Tree & Witch hazel (TT&WH). The brand targets its products towards the 18-25 year old demographic. These ideas will aim to future proof the brand by researching upcoming trends in the beauty and skincare market to make sure TT&WH remain relevant and a conversation of a topic in the market. The innovative ideas that have been proposed will stay within the brand’s core values which is to target, fix and prevent problemed and blemish prone skin.
METHODOLOGY
ETHICS CLAUSE
In this report, primary research was conducted through an online survey on type form to gain an understanding of consumers everyday skincare routines. The survey gained 107 responses. Primary research was also carried out through 2 focus group both containing 6 people aged between 18-25 years of age. The insight gained from this was to understand how acne affects peoples confidence, to understand how the target consumer feels about CBD skincare products and to also understand if oil and stick applicators appealed to the consumer.
We confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. In completing this project all intellectual property rights will be owned NTU and under the conditions of completing a live project with Boots, ideas will be available for them to use.
In this report, secondary research was carried out through fashion/lifestyle and beauty databases such as WGSN, LS:N Global etc. Secondary research was also conducted through online resources containing websites and online website articles.
SIGNED
We found 22% of participants had bought products from TT&WH while other brands such as lush, soap and glory and the body shop were more popular. These brands have the perception of higher innovation ideas and products than TT&WH. The primary research conducted also showed that over 40% of participants are willing to pay up to ÂŁ15 for a skincare product which is much higher than the existing TT&WH range but this allows room to make the concept more complex.
- WILL JONAITIS
PAGE 4 - INTRODUCTION CALLUM
DATE - Wednesday 13th 2019
- CALLUM WILLIAMOSN - ELLIE HANSON
- HOUYUAN CHEN
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BRAND OVERVIEW THE BRAND Tea Tree and Witch Hazel believe there is more to life than taking care of your skin and feeling confident with your skin. Whether you need daily maintenance or targeted solutions, they have a variety of skincare to help. Their effective products make achieving and maintaining a clear and healthy-looking complexion simple.
THE INGREDIENTS They combined the known antibacterial properties with tea tree with the soothing and calming benefits of witch hazel, for clear and healthy-looking skin. The activated charcoal range attracts dirt to the surface of the skin like a magnet and is designed for skin needing a deeper cleanse, this range draws out deep down impurities, without over-drying the skin. The Berry range provides a refreshing clean great for controlling shine and providing a revitalising skin care experience.
PRODUCT CATEGORIES Cleanse: The face cleansers and scrubs clean away impurities and blemishes to leave skin clean and comfortable. Care: The mattifying moisturisers hydrates the skin without causing blockages in the pores. Fix: The specific targeting solutions are designed for specific skin types to tackle skin concerns such as blemishes uneven skin tones and blackheads.
PAGE 7 - BRAND OVERVIEW ELLIE
BRAND HEALTH TEA TREE & WITCH HAZEL 1,110 FOLLOWERS Tea Tree & Witch Hazel only have over 1,000 followers on Instagram as opposed to the competitors who have more than 10,000 followers.
COMPETITORS HAVE OVER 10,000 FOLLOWERS
PAGE 8 - BRAND HEALTH WILL
Boots customers are aware of Tea Tree & Witch Hazel products, but the brand perception is not very positive as the products are at a low price point which to many consumers implies that the quality is not very good. On the other hand Tea Tree & Witch Hazel has positive online reviews.
Fig. 11
MARKET HEALTH According to Euromonitor, the skin care market in United Kingdom is forecasted to reach 3 billion pounds this year. Which is roughly a 4% growth.
4% GROWTH The natural and organic trends continue to characterize the market. Many consumers who adopt healthy lifestyles include skin care as an integral part of their daily routines.
In general people are becoming better educated through the growing use of social media and published information on products.
Natural and organic products are perceived as healthier for the skin, and consumers are paying more attention to product ingredients. However, the landscape is becoming more crowded with the growing number of launches of niche skin care brands that market their products as natural and organic.*
PAGE 10 - MARKET HEALTH WILL
UK SKINCARE MARKET
MARKET HEALTH
£3,000,000
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4C’S CONSUMER WANT’S / NEEDS
COST
Consumers are seeking an effective solutions for problematic skin, Lycored, part of the Adama Group released a report which stated a strong majority “79% of people said they use or have used products to keep their skin healthy, and 62% said they used products to feel good about themselves.” However only “14% said that appearing younger was one of their reasons for using skincare products and only 18% were motivated by a desire to look attractive.” This implies that a large amount of people are looking for solutions to tackle blemishes and skin conditions such as Acne. (cosmeticsdesign-europe.com. 2019.)
The price of Tea Tree & Witch Hazel is at an affordable price for the target consumers who are aged between 18-25 and fall into the millennial generation category. The products range from as little as 99p for a peel of singleuse face mask, which is designed to grab dirt and lift it away from your pores and remove blackheads, to a highly concentrated solution aimed to target back acne and is designed to reduce redness and inflammation of the skin. Which is priced at £5.19.
COMMUNICATION
CONVENIENCE
Tea Tree & Witch Hazel do not use their social platforms to their advantage regarding their target consumers are the key audience for social media platforms, for example on Instagram they only have 1107 followers. Tea Tree & Witch Hazel still need to have more interaction with target consumer to get feedback on more products and find to find new trends in the skincare market. They need to broaden their communication tactics by encouraging engagement on social media by creating a community for the consumers to share skin experiences and help personalize the consumers’ needs by advising on what particular products are suited for certain skin issues. They also need more content which is relatable to the consumers to help engage the target consumer.
Consumers are able to shop the whole range of Tea Tree & Witch Hazel direct from boots pharmacys instore as well as online on the boots website, which can be found at: https://www.boots.com/tea-tree-and-witchhazel
PAGE 13 - 4C’S & MARKETING MIX CHEN & CALLUM
TMG ARCHETYPES TARGET CONSUMER
Fig. 14
The target consumer is typically aged 18-25 but can range from as low as 16 years of age and as high as 50+ years from its loyal consumers. The target consumer is on average aged 21 and is just starting up in life involving a new career and starting to take control of her life. However, even though she remains busy with work she always likes to spend time with her family and friends, sometimes her skin lets her down although she doesn’t let it ruin her day and believes that Tea Tree & Witch Hazel will help sort out her skin issues. She always has to look after her skin more than her friends do, however she spends the time researching her skin type and finds products specifically suited for her. She has a low disposable income and is always shopping for affordable skincare but she refuses to use harsh chemical-heavy products, she always shops for grown-up solutions and doesn’t like teen skin care products as she believes it causes over dryness and causes more skin issues. PAGE 14 - TMG ARCHETYPES CALLUM
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EVERYDAY LIFE
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PAGE 15 - TMG ARCHETYPES CALLUM
BRAND ARCHITECTURE BOOTS ARCHITECTURE
WALGREENS ARCHITECTURE
PAGE 16 - BRAND ARCHITECTURE CALLUM
Fig. 21
COMPETITORS EXTERNAL COMPETITORS THE BODY SHOP
The Body Shop – The body shop is a main competitor due to the use of all natural and cruelty free products and ingredients. They offer a large range of ingredients including a tea tree range. The Body Shop also have a large community due to them offering tutorials and articles on skincare which could be an opportunity for Boot TT&WH. These products are at a higher price point that TT&WH but they do not combine the products with witch-hazel which gives boots an advantage.
WITCH
Witch – Witch offers skincare solutions at the same of not lower price point than TT&WH. There key ingredient is witch-hazel with a similar product range. They are sold in Superdrug and Tesco’s and give the option online to have a ‘tailor made skin care solution’ to personalize a regime for everyone’s skin types.
MARIO BADESCU
Mario Badescu - An American skincare brand which is sold in urban outfitters. They have a strong heritage and a large range of products from anti-acne to anti-aging. Simple, gentle and effective is their philosophy but not all the products are natural ingredient based. They aim to target all different skin combinations which allows them to have a large target audience.
LUSH
Lush – lush prides themselves on being 100% vegetarian with some products 100% vegan, ethical buying, fighting against animal testing, handmade products and zero packaging. They use lots of natural ingredients and offer products from skin care to bath bombs to their new make up range. They are sustainable and very attractive to the 13-25 age range making them a direct competitor for TT&WH.
PAGE 18 - EXTERNAL COMPETITORS ELLIE & CHEN
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COMPETITORS INTERNAL COMPETITORS GARNIER
Garnier - founded in france in 1904, it offers consumers more wider range of products than TT&WH, not only skin care and body care but also offered hair care and hair color and sun protection categories for consumers. In terms of ingredients, Garnier use of all natural ingredients which is fruits, seeds, buds and flowers extract. The price is similar with TT&WH.
CLEAN & CLEAR
Clean & Clear - Clean & Clean & Clear main focus on skin care field, the products aim to solve the problem skin of younger generation which skin issues like oily and dry skin, pimples, blackhead, fairness, dull and tired skin the product include face wash, face creams, foams, cleansers, and moisturizer. Clean & Clear do not consider the natural ingredients. the price is similar with TT&WH.
SOAP & GLORY
Soap & Glory - Soap & Glory founded in 2006 in Uk. The brand use fun and unique insight in the packaging, Their product portfolio covers skincare, bath and body care, makeup and gift sets. S&G is strong in social media, on instagram S&G has 702k followers, which is 700times TT&WH. The products price is higher than TT&WH.
NEUTROGENA
Neutrogena - Neutrogena’s products are primarily catering to the skin problems of mature adults includes products like skin care creams, eye and face makeup, sunscreen lotions, hair care products and anti-aging products. Neutrogena also launched Neutrogena Visibly Clear Light Therapy Targeted Acne Spot Treatment to solve the skin problem of acne and spots. As the ingredients, Neutrogena has few natural extract products and the price is a bit higher than TT&WH.
PAGE 21 - INTERNAL COMPETITORS ELLIE & CHEN
POSITIONING MAP PREMIUM DRUNK ELEPHANT SUNDAY RILEY KIEHLS ESTEE LAUDER
CLINIQUE
GLAMGLOW REN
ORIGINS NIP + FAB
THE BODY SHOP LUSH
GENERAL SKINCARE
ACNE TREATMENTS THE ORDINARY
EUCERIN
BOTANICS SOAP & GLORY
BIORE
CETAPHIL
NEUTROGENA
CLEAN & CLEAR
TEA TREE & WITCH HAZEL
GARNIER DOVE
CLEARASIL
SIMPLE HIGHSTREET
PAGE 22 - POSITIONING MAP CALLUM
FREEDERM
Fig. 24
SWOT ANALYSIS STRENGTH
WEAKNESS
The natural products fill a unique gap in the market as harsh skin care products are becoming unfashionable and unneeded.
Minimalist packaging making the products less visually eye-catching.
The brand has been around for over a decade so has a loyal consumer base.
Surrounded by competition in boots – hidden layout.
Attractive product range for both sexes.
Lack of following on social media due to uninteresting content.
Large product range with new ingredients such as charcoal and berry stays on- trend.
Not the preferred skincare brand – second choice.
Low competitive pricing and many promotional offers.
The products are not specialized into skin categories making individual skin types not feel heard.
OPPORTUNITY
THREATS
New ranges linked with beauty e.g. haircare.
Other brands using more relevant modern natural ingredients.
Becoming sustainable and eco-friendly. Younger target audience to target teenagers. Older audience to branch into anti-aging. Launch new facemasks – sheet/bubble. Face serums and hydrating mists. More product ranges with added (new) ingredients.
Cheap skincare brands are using higher quality ingredients such as brands like ‘the ordinary’ who are using luxury ingredients but are charging minimal price for their products. Competition may start using tea tree and witch hazel products. Not staying on top of upcoming beauty trends.
The main points that have been taken from the SWOT analysis is the fact that the brand has been successful when introducing new ingredients which is important to acknowledge when considering new product developments. The brand also has key areas of improvement that should be addressed such as, they lack a social media presence as their content is not relatable or relevant to the target audience. The opportunities for the brand are key by looking at upcoming trends like sustainably and plastic free products are on the rise this could be crucial in the upcoming years for TT&WH. The threat of other brands staying on trend with new ingredients and products types is also detrimental for a small brand like TT&WH, they must make sure they are keeping up with competitors and consumer trends. New ingredients and different applications methods may be an option to overtaking competitors.
PAGE 24 - SWOT ANALYSIS ELLIE
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PEST ANALYSIS EXTERNAL PEST ANALYSIS P
POLITICAL The cosmetic industry should expect issues with production, distribution due to Brexit. Political instability will cause consumers to become warier and cut down on spending habits after the implement of BREXIT which has reduced the power of the sterling pound which could cause sales to reduce.
E
ECONOMIC As interest rates are increased, consumers tend to save as returns from savings are higher. With less disposable income being spent as a result of the increase in the interest rate, the economy slows and inflation decreases. If inflation increases raw materials will cost more eventually affecting the consumer.
SOCIAL
S
Men are spending more on products to clear their acne and get rid of scars. Customers will try an assortment of products until they find the one. But after that they stop looking. They become brand loyalists. Sustainability is a trend which brands need to be aware of as it can seriously affect people buying habits. Natural ingredients are seen as better for your health and for the environment making them successful over chemical-based products. 68% of 18-25 prefer to shop in stores, but they are using the Web for gathering information with 66% using the Web to browse and compare prices.
TECHNOLOGY
T
You can buy almost any product and get it delivered to your home in a day or two. That’s good and bad for big name brands like L’Oreal and Boots. Digital is really transformative in the way companies operate today. It has a big impact on business, it has a big impact on the way you interface with consumers and build a brand identity. Other beauty brands are able to create so much more due to the technology available such PH trackers, 3D printer facemasks and skin scanners.
Looking at external factors that could affect TT&WH. The technological trend seems most relevant due to it being so transformative for the beauty industry last year. Other brands such as Neutrogena offer skin scanners which allows a consumer to have an ultimate personalization service for their skin type and their individual needs. This difficult for low cost brands such as TT&WH due to them not having the expenditure to develop technology for their consumers on a minimal budget. The digital world is also making it difficult for Highstreet retailers due to a lot of people shopping online creating more potential competitors. Luckily for TT&WH their target audience are choose to research online before purchase in store. Social trends such as sustainability affect TT&WH due to their plastic packaging and high-water content in the products, these must be considered in the next product development.
PAGE 27 - PEST ANALYSIS ELLIE
KEY BEAUTY THEMES
Fig. 27
SUSTAINABILITY TREND INTRODUCTION Our primary research made it clear that the skincare market is highly saturated with most brands just slightly reinventing existing products. This made it clear that our innovation must stand out from existing competition. Our secondary research was focused on three mains areas of upcoming beauty trends which will be relevant in 2019. When researching Natural ingredients research showed 48% of survey participants said that natural skincare ranges would interest them. When looking at Gender, studies showed that 84% of men between 18 and 44 consider themselves facial skincare users leaving there a gap in the market for male and unisex skincare products. And finally with Sustainability, 62% of our survey participants said that they consider sustainability and environmental impacts when buying skincare products. These were the main focus points when brainstorming concept ideas.
Sustainable beauty products are becoming increasingly popular, particularly among Generation Z and Millennial consumers who are looking for more ecologically responsible cosmetics. They want products that are not only good for the skin, but less harmful to the environment too. From reusing and refilling products to supporting local farmers and communities and using recyclable and biodegradable materials, brands are taking more responsible measures to help preserve our planet. Sustainable packaging and ethically sourced ingredients go hand-in-hand here. Sustainability is a business imperative. With increasing pressure from eco-conscious consumers demanding ethical products with less impact on the planet, brands must act now. Beauty packaging will continue to be closely scrutinized by consumers as they become more aware of the implications of waste and excess materials on the planet. In 2021, interest will extend to include sustainable formulations, as consumers ask more questions about ingredient origins. PAGE 30 - SUSTAINABILITY CALLUM
According to a report by FIT Transparency Perception Assessment Survey 2018, 72% of consumers want brands to explicitly state the ingredients in their products, and over 60% want beauty companies to advertise where ingredients are sourced. Technology such as blockchain will be key to provide ingredient transparency. Digital platforms such as Provenance are helping brands, shoppers and partners to build trust and track transparency using blockchain and open data, which provides information on the origin of ingredients and the impact on the environment and society. Another consideration is resource scarcity and how this might affect the beauty industry. Water is one of the most used ingredients in cosmetics, but is becoming a major global concern as demand overtakes supply. Statistics from the UN estimate that two-thirds of the world will be living in waterstressed conditions by 2025. Brands will need to consider ways to reduce water in new product development and production processes. One solution could be exploring water-free or low-H2O consumption products. Launching at the end of 2019, Procter & Gamble is eliminating water from the products of new brand DS3, which features ‘liquidfree’ and plastic-free home cleaning and personal care items. Similarly, New York nail salon Glosslab offers a waterless pedicure service. In the UK, figures show the average British consumer throws away their body weight in rubbish every seven weeks, Experts predict that by 2100, the global solid-waste generation will exceed 11 million tons per day. This is leading to a zero-waste movement and the growth of zero-waste beauty. As highlighted in the US, US: Zero-Waste Lifestyles report, a rising number of consumers are now embracing a zero or low-waste lifestyle, and adopting a more minimalist way of life by reducing the amount they consume, such as by reusing products and recycling or refilling to prevent products being thrown into landfill. Conscious consumers are aware of the implications waste has on our planet, and they want to do something to reduce their carbon footprint. How the product is packaged is becoming just as important as what ingredients are in the product. Consumers are demanding environmentally friendly products and packaging that they can responsibly dispose of without harming the planet. When looking at the different options to take when looking for a new product opportunity we need to be aware of the environmental impacts. Water free and plastic free are trending highly specifically with the target consumer and this should be a clear guide line for the product concept.
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The face of the beauty industry is changing and market research company Mintel predict gender neutral beauty to be a global trend in 2019 onwards. In a report, they said: Consumers are moving away from traditional gender stereotypes and expectations. As such, they are going to come to expect brands to push a gender-neutral message to the fore of their new product development and marketing campaigns. And from a scientific perspective, Dr Anjali Mahto, consultant dermatologist at Harley Street’s Skin, told The Independent that while male and female skin do develop biological differences at puberty, gender specific skincare and cosmetics are not the answer. She said: “There are some differences between male and female skin and this is in part due to the androgen testosterone. Male skin is around 20 per cent thicker compared to female skin due to a higher concentration of collagen and elastin. Men also have more hair follicles and their associated sebaceous glands, resulting in a complexion that is oilier.” “Skin care product ingredients do not know the gender of the skin they are applied to,” says New York-based dermatologist Dr. Fayne Frey. “So dry skin in a woman is treated the same as dry skin in a man.” Clearly, taking a gender-neutral approach allows brands to reach a larger audience—and deliver results for consumers, regardless of gender. This is highly relevant to the brief as we need to make sure our product is not gender specific. Some products that TT&WH already do feel like they are more suited to women than men for example the berry range does not feel or look like it would attract a male audience.
THE DIFFERENCE WITH MEN’S AND WOMEN’S SKIN.
GENDER NEUTRAL
PAGE 33 - GENDER NEUTRAL CHEN
PACKAGING PACKAGING FREE With the growing dominance of online shopping, packaging is a major problem. Stanford University estimates that we each throw away our own weight in packaging every 30-40 days. The beauty industry’s role in this issue is growing more apparent, with estimates from Zero Waste Week stating that globally it produces more than 120 billion units of packaging a year. While there have been a number of initiatives designed to make packaging more eco-friendly, Lush went one step further last year with the advent of its Naked products. Transforming some of its top formulas into solid forms, which can then be sold without any packaging whatsoever, has enabled the brand to stop creating millions of bottles each year. The new formulas also mean fewer synthetic preservatives and reduced water content. Daniel from Lush says: “Taking away the packaging gives you room to put more nice things in.” This could be a direction that TT&WH could take their product development in by making liquid products into solid forms would allow for a lower price and more expenditure able to be put into more natural ingredients.
PACKAGING AESTHETIC Instagram is key in driving purchasing decisions, brands are choosing to create social media worthy packaging and limited editions of iconic and consumer favorite products. Also with sales of natural and organic beauty products continuing to rise, brands are drawing attention to their natural offering via botanical illustrations across packaging. Skincare brands offer new products in pared-back designs, in sophisticated black and white rather than bold and bright colours, to appeal to the ‘skintellectual’ who priorities function and product formulation over eye-catching packaging. Social media channels continue to provide a global platform for both established and niche brands to showcase and promote their products, meaning packaging has to be striking and unique enough to cut through the social noise. WGSN suggest to create one-of-a-kind, reusable packaging: collectibles and limited-edition packaging that appeals to Gen Z consumers, but make it sustainable by offering packaging that can be reused and to reduce waste. PAGE 34 - PACKAGING WILL
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SKINCARE TRENDS
Fig. 31
MIST & MASK MIST In 2018 the liquid skincare and mist trend took off. Information for upcoming 2019 skincare trends on WGSN suggest although traditional mists are more popular in summer months, new brands are creating winter mists this year. Natural batch-produced brand Sister & Co launches the rose-infused Instant Moisture Mist. Water-based products come to the fore, with a new wave of cleansing waters and facial mists emerging on the market. Designed with a no-rinse approach, Rodial’s Dragon’s Blood Cleansing Water comes in a 300ml bottle infused with hyaluronic acid and vitamin B3 to soothe and illuminate the complexion. The products aim to regulate water retention as well as adapt to changes in humidity to ensure skin is balanced and refreshed. The idea of a no rinse approach could be a good idea for our target audience due to them having to fit a skin care routine into busy day to day lives. Also the millennials could see this as a positive environmental factor leading to higher interest and appeal.
MASK According to Google statistics, ‘face masks’ was the most searched-for skincare term in 2017, with the global sheet mask market expected to reach a value of $336.7m by 2024 according to Transparency Market Research. With this in mind, brands are innovating with texture and materials such as the bubble mask which launched into success at the end of 2017. Laneige’s new Two Tone sheet masks come in eight variations and offer different skin solutions for the upper and lower areas of the face in one sheet. Barber Pro’s Post Shave Cooling sheet mask for men is packed with marine collagen to not only soothe redness and irritation, but hydrate too. 2018 then brought the sheet mask obsession being named by the Guardian as 2018’s biggest beauty trend, a trend that Bella Hadid started with an Instagram post wearing a Dior hat. The TT&WH range already have two face masks but they could start branching out into the more modern types such as sheet, bubble or even peel off masks.
PAGE 38 - MIST & MASK ELLIE
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Fig. 33
INGREDIENTS MOSS Moss have been around for more than 470 million years ago, moss is an incredibly resilient organism. It contains 15 out of the 18 essential nutrients that make up the human body, including vitamins A, D, E and K making it ideal for skincare formulations that target hydration. Moss is becoming an new active ingredient for Mibelle Biochemistry’s product as an anti – ageing ingredient that promotes cell nucleus health. It isn’t yet fully developed in the beauty market but is predicted to be big in the coming years.
CBD
TOFU
A growing trend set to continue in 2019 is cannabis-derived skincare, containing non-psychoactive extracts of CBD or cannabidiol, as opposed to the THC in cannabis which remains illegal in most countries. According to the UK cannabis trades association, the number of CBD consumers rose from 125,000 in 2017 to 250,000 in 2018. With the ingredients highly prized for its anti-inflammatory properties, a slew of CBD-based skincare brands that has cropped up on the premium niche market which is aimed at addressing eczema, acne and other problematic skin conditions. Natural Ingredients previously reserved for niche brands are breaking into the mainstream notably, cannabis oil and gemstone powders are finding their way into the mass-market formulations. With the CBD market predicted to skyrocket to a value of $1bn by 2020, investing now is a smart move and could work well if TT&WH made ta products at an affordable price range. Cannabis based skincare is steadily growing in popularity in the niche market and in winter 2018 saw the ingredient break into mainstream. Origins cements the popularity of CBD with it’s hello calm mask, which is designed to bring upset skin back into balance. Many brands are putting cannabis into their creams as it provides a whole host of benefits such as pain relief, inflammation reduction, hydration, the reduction of dryness and skin sensitivity, and the sooth of insect bites and muscle aches.
Hailing in from Japan and riding the J-beauty trend, tofu is emerging in the western world. Silken tofu offers many properties ideal for anti-ageing skincare and haircare lines, with saponins in the plant-based protein acting as a natural exfoliant, while proteins renew and regenerate cells. Loaded with vitamins, tofu is created by coagulating soy milk without curdling it. It’s normally left un-pressed and so retains additional moisture offering high-performing hydration qualities. Lush features silken tofu in four of it’s current products, including its ocean salt face and body scrub. Tofu is used to smooth the skin and gently remove impurities and dead skin. Silken tofu has high protein content and heaps of vitamins which make its fantastic for moisturizing and improving the condition of skin blending it into products also gives them a smooth, creamy consistency.
PAGE 41 - INGREDIENTS CALLUM
APPLICATORS OIL DROPPER Due to the rise of cosmetic oils and other new liquid formulations such as highlighting, shimmer and tints, the vintage cosmeceuticals styled design of the dropper bottle is now back on trend and finding its place in the skincare and cosmetic category. Consumers are seeking both functionality and style in current beauty packaging and the use of ‘disposable applicators’ is rapidly disappearing with the integration of both formula and applicator as the way forward. Dropper bottles are easy to use and allow the consumer to know the right amount of product to be using while making sure they are not wasting also. It easily stops contamination of the products like some pots do. The droppers have become highly popular since 2017 and are growing due to facial oil and serums becoming the next big beauty trends. Serums used to be seen as an old fashioned anti-aging serum but now due to skincare being important to millennials the product ranges are growing. Dewy skin also being fashionable is helping to the oil trend to grow and people are looking for that skin ‘glow’.
SOLID FORMS Solid shower gels are simply a concentrated formula that don’t contain water. Naked products have to be as good, or better than the packaged version. Solid shower gels are also a great way to cut down on water. Going naked is cheaper, meaning more money can be spent on better ingredients rather than packaging. Naked skin care products have good quality ingredients that can look after skin, the environment and the suppliers all in one waste-free routine. Lush has released a naked solid product range featuring facial oils, cleansing balms and an eye mask.
PAGE 42 - APPLICATORS ELLIE
‘’I find stick products so handy, not just for speed and ease of application, but they are more portable, taking up less room in my toiletries bag when on the go. I use Aromatherapy balms, along with other beauty bits by way of a stick, and I’ve relied on makeup sticks for quite some time, Bobbi Brown being one of my most used/repurchased brands. So, I’m sharing these along with some new skincare additions to my stash, like Milk Makeup (so far..I’m impressed), plus a few clever items from other brands.’’ Chronic Beauty Style Blog.
Fig. 34
ANSOFF MATRIX
NEW MARKET
MARKET DEVELOPMENT • Travel Kits - The brand only has 3 travel sized products by extending this to bigger range boots could create a small travel kit targeting young adults. The travel kit could include the face wash, wipes, scrub, and moisturizer. Airport restrictions on liquids spark the resurgence of the travelfriendly toiletries bag this season. • Men’s Grooming - Because of the different skin structure and characteristics of men and women, the product uses ingredients and formulas that consider male bone and sebum secretion. • At present, the men’s products market is weak in terms of variety, and most of them have only one or two simple creams, facial cleansers, and aftershave. In fact, in addition to the great needs of men in sunscreen, shrinking pores, acne antiinflammatory, moisturizing anti-wrinkle, sports care, and other functions, the care needs for facial masks, eye creams, hand creams and other different parts of the body are also very large. This could be an area of expansion for TT&WH if they brought out a men’s skincare range
DIVERSIFICATION
• Hair care – shampoo, conditioner, hair masks, scalp masks. Tea tree oil helps to unclog hair follicles and nourish your roots. It’s known that witch hazel helps dry out excess oils and grease, which makes it great to be used on oily hair. The hair and scalp will become even more important this year, as consumers approach hair health in a similar way to skincare. Google searches for targeted scalp solutions are on the increase, up almost 310% year-on-year. Bumble & Bumble’s Scalp Detox uses the same micellar technology found in makeup cleansers and features salicylic acid, while Philip Kingsley Scalp Toner combines witch hazel with menthol. London Labs offers an AHA Peel & Scalp Mask Duo for the scalp. • Facial mists - are a quick, mess-free way to apply skincare, aimed at those who are constantly on the go. There are many facial mists on the market available but at high price points such as Mac’s Charged Water Charcoal Spray claiming to instantly rejuvenate and re-energize skin and Dr. Logy Blemish Pair Mist, a dual level, water-powered mist that helps control oil, there is an opportunity for TT & WH to branch into this product
EXISTING MARKET
MARKET PENETRATION PRODUCT DEVELOPMENT • Social media – The social media needs to be focused on due to their being a lack of followers (just over 1000) this in comparison to boots UK’s Instagram with 784k. • Marketing – There is little marketing focused directly on Tea Tree and Witch Hazel products. They should aim to feature in magazines, blogs, and print advertisements. • Packaging – To improve the packaging, sustainability and the 0 plastic trends should be considered to build confidence in the brand. Existing markets and new products (Product Development) • Sheet masks and bubble masks – Tea Tree and Witch Hazel ingredients. The brand already has two face masks which are successful but by adding these new ones which are popular at the minute it will encourage millennials to purchase due to them more appealing and less generic. According to Google statistics, ‘face masks’ was the most searched-for skincare term in 2017, with the global sheet mask market expected to reach a value of $336.7m by 2024 according to Transparency Market Research. • Face Oil - Dropper-style bottles prove popular across the board this season, bringing a professional feel to makeup, skincare, and even hair products. The glass bottle and precise dropper give the user total control over dosage and application.
• Sheet masks and bubble masks – Tea Tree and Witch Hazel ingredients. The brand already has two face masks which are successful but by adding these new ones which are popular at the minute it will encourage millennials to purchase due to them more appealing and less generic. According to Google statistics, ‘face masks’ was the most searched-for skincare term in 2017, with the global sheet mask market expected to reach a value of $336.7m by 2024 according to Transparency Market Research. • Face Oil - Dropper-style bottles prove popular across the board this season, bringing a professional feel to makeup, skincare and even hair products. The glass bottle and precise dropper give the user total control over dosage and application.
EXISTING PRODUCTS
NEW PRODUCTS
PAGE 42 - APPLICATORS ELLIE
Fig. 35
NPD ASSESMENT
CBD MOISTER STICK
CLEANSE MIST
£
Research showed that the consumer is looking for a quick and easy solution for problematics skin. A lot of the target market age range are also becoming increasing more aware of the environmental waste which beauty causes and the high amount of water usage.
Not the highest of innovation Not the highest of consumer interest. Consumers may not feel it is better than other liquid cleansers.
This would be of high rating due to it bringing in a new ingredient and TT&WH not having worked with stick moisturiser before makes it unique.
This has a high competitive advantage due to it CBD only recently entering the UK market. The idea of pure CBD is available with other brands but is not highly recognized yet. The target audience needs to made aware of the huge benefits it can provide. The moisturizing stick also has 0 competition within boots.
This has a low consumer interest due to the consumer not understanding benefits and there not being many other products similar on the market. Research shows that new revolutionary ingredients will becoming more popular in coming years.
The ingredients might be too niche. Taboo ingredients associated with illegal substance. Boots may not want to be associated
The cleansing mist would be a low rating due to TT&WH already offering a back spray but some testing would have to take place to make sure it is sensitive enough on the face.
The cleansing mist has a low competitive advantage as this market is saturated with many types of mist products available. The only unique benefit is that it is a leave on cleanser which is not available within boots but is widely available via external beauty brands.
This would have medium consumer interest due to the products being available already. Research shows that mists are popular are sell well but a leaving on cleansing mist is an improvement on other facial mists.
Not innovative. Similar product to competitors. Consumers may not trust a cleanser which is left on the skin instead of washing away impurities.
The product will be a medium rating of technical feasibility. The cleansing ingredients is something that TT&WH have used in other products so there would be minor developments in how to make it into a solid form.
PAGE 44 - NPD ASSESMENT ELLIE & WILL
£350,000
This would have a medium competitive advantage due to no brands within boots have yet to create solid form products. The only main competition would be lush due to their new naked product range. Milk being a new makeup brand also have launched into solid forms but being such a trendy brand their pricing would not appeal to the TT&WH target market.
£600,000
SOLID OIL CLEANSER
RISK
£450,000
TECHNICAL CONSUMER CONSUMER CONCEPT FESABILITY COMPETITOR INTREST ADVANTAGE
After evaluating and rating every product idea it is clear that starter pack is the least innovative and exciting product idea since it does not have much “wow� factor, it has a reasonable brand fit but it is nothing new and different and has very little growth potential. High concentrated face mist are trendy but they are not new to the whole skincare market and does not have a high growth potential, but it could make a reasonable brand fit. Rechargeable face brush is a more exciting product but it does not make a good brand fit and is average in other areas such as newness and growth potential. Refill and reuse is one of the better ideas since it is something progressive and exciting, it promotes being ecofriendly and trying to reduce pollution as much as possible which goes well with Tea Tree & Witch Hazel brand. It is not something entirely recent but it still something that’s yet to peak. Solid forms are something brand new to the market and only a few brands such as Lush have introduced solid form products so the potential to grow is quite high but so is the growing competition. It could make a good brand fit as a package less solid product it promotes being conscious about the environment. Lastly, pure cannabidiol (CBD) oil is brand new, there are only very few products released with CBD as the main ingredient, it has a big growth potential as it is unusual and different and it would be very popular amongst the millennial generation. It makes a perfect brand fit as it is a very skin benefiting product and it is natural.
Fig. 36
CONCEPTS
TEA TREE & WITCH HAZEL CLEANSING MIST CORE CONSUMER
18-25 unisex with problematic or unpredictable skin.
PROBLEM/ INSIGHT
The consumer struggles to find a product which is good for my skin and is quick and easy to fit into their busy schedule.
BENIFIT
Cleanser solely focused on removing dirt and impurities to leave skin clean and comfortable. Spray bottle which allows easy and quick application. The product absorbs in and there is no need to rinse the product therefor reduces water usage.
REASON TO BELIEVE
It’s thought to calm redness, swelling, and inflammation. It may even help to prevent and reduce acne scars, leaving you with smooth, clear skin.
SUMMARY CONCLUSION
A product that makes the skincare routine simpler while still clearing away impurities.
PAGE 48 - CONCEPTS ELLIE
TEA TREE & WITCH HAZEL SOLID CLEANSER CORE CONSUMER
18-25 unisex with problematic or unpredictable skin.
PROBLEM/ INSIGHT
The consumer struggles to find a product which is good for my skin as well as the environment.
BENIFIT
Cleanser solely focused on removing dirt and impurities to leave skin clean and comfortable. Packaging free product – only in a recycling box. Every last drop trend – none of the product goes to waste due to it not being contained in a bottle etc.
REASON TO BELIEVE
Only 44.9% of plastic packaging waste is recycled in the UK, whereas 81.9% of cardboard is recycled here in the UK.
SUMMARY CONCLUSION
A solid cleanser which leaves skin clean and clear while removing packaging in the skincare industry.
TEA TREE & WITCH HAZEL CBD STICK CORE CONSUMER
18-25 unisex with Acne or problematic skin.
PROBLEM/ INSIGHT
The consumer struggles to find a strong but natural ingredient product which targets acne and problematic skin.
BENIFIT
CBD has been shown to help reduce inflammation swelling and redness of spots. It supports the skin’s natural healing process. CBD hydrates skin without clogging pores. Helps balance oily skin and regulates the skins oil production.
REASON TO BELIEVE
The anti-inflammatory and anti-bacterial properties of CBD naturally help improve irritating skin conditions including rosacea, eczema and psoriasis – ‘Julie Winter For 5,000 years, cannabis has been helping everyone,” says Cindy Capobianco
SUMMARY CONCLUSION
100% natural solution to acne
PAGE 49 - CONCEPTS ELLIE
FINAL PRODUCT CBD MOISTURISER STICK The product is specially designed to target break outs to sooth and reduce redness and inflammation while also treating the spots with antibacterial properties. TT&WH moisturizing stick with CBD extracts which is a light nourishing product. It contains all the TT&WH properties while including the goodness from the CBD also. It also acts as an acne preventative and reducing scarring. CBD reduces acne because of its anti-inflammatory properties and also reduces visible inflammation caused by clogged hair follicles. In addition to the anti-inflammatory function, CBD has been known to reduce acne scars studies have shown that CBD can have antiproliferative effects and promotes the regeneration of new skin.
PRODUCT MOCK UP
PAGE 50 - FINAL RECCOMENDATIONS ELLIE
BENIFITS OF FINAL PRODUCT PRODUCT ATTRIBUTES The product is unique due to the new and innovative ingredient. Secondly the fact it is a two piece set with the pure oil and the moisturizing stick mixing tea tree and witch hazel with the CBD aspect. This product is essential to buy for people with acne who want a calming gentle but also 100% natural remedy for skin issues. FUNCITIONAL BENIFIT The product helps to solve problematic skin issues including redness, dryness, inflammation, acne scars, breakouts and blemishes. The oil is the fixing element treating by being anti-inflammatory and antibacterial. The moisturizing stick makes sure the skin stays soft and smooth and also works as a preventative for breakouts. EMOTIONAL BENIFIT The product allows the consumer to feel as though they are actively trying to resolve their problematic with natural remedies. The product will allow the skin to become less inflamed overnight so the consumer will have complete confidence that they won’t be waking up with surprise breakouts. They also have the reassurance that the oil will treat any surprises. The moistures will allow the consumer to actively fight the break outs throughout the day.
FINAL PRODUCT 4C’S
CONSUMER WANTS & NEEDS
COMMUNICATION
The consumer is looking for an all-natural ingredient which helps to fix and relieve acne symptoms. They need to know that what they use on their face is not going to block pores and create further break outs and also need to know that the product does not contain strong acne remedies that can also cause further inflammation. By using the oil and moisturizer it will help to also prevent issues from occurring while also being able to treat problematic skin. The consumer is curious to try new products and ingredients to solve the issues they are having and CBD is new and intriguing to the consumer.
The communication of the product is the same as all the other TT&WH products due to them being available online and in store gives them a high chance of success. The launch of this product will be important and the merchandising will be key. The product should be placed at an eye level on the shelving to gain the highest of attention. It is also key to make sure on the packaging we share the facts about CBD and the fact that it is a legal ingredient and explain the benefits.
COST
CONVENIENCE
The product will be more expensive than other products from the TT&WH range but it will two products in the set with CBD being an expensive product to source, consumers will be willing to pay once they know the benefits it can provide. The primary research conducted showed that over 40% of participants are willing to pay more than £15 at an average for a skincare product. This leads us to propose that the product costs £14.99 for the two piece set.
Consumers can buy direct from the Boots online store as well as Boots offline stores. Research also showed that 90% of consumers in the UK are within a 10 minute drive to a boots as there are 2500 stores in the UK.
PAGE 51 - FINAL 4C’S ELLIE
POTENTIAL THREATS Potential competitors for this product would be slightly different to the tea tree and witch hazel current competition. Revolution launched a CBD oil last week which is available to purchase via asos but they have not marketed it in a way that makes it suitable for problematic skin types. CBD Daily is a cannabidiol only brand who could also be a potential threat, but they are not established and are only available in natural beauty and health stores such as holland and barrett. They also are at a high price point compared to the TT&WH Acne Repair set with CBD oil extracts. Our product will be specifically targeted at young people who suffer from acne. The product gives them a natural combination of tea tree witch hazel and cannabidiol to relieve problematic skin. One of the main risks we thought could have a negative impact on the launch of this product is its association with the illegal drug, cannabis. But this product is a nonedible and non-psychoactive product due to it only being an extract from the flowers and leaves of non-drug hemp. In our research we asked participants how they felt about the use of cannabidiol on their skin and the responses were extremely positive due to it being an all-natural skin solution.
Fig. 37
PREMIUM
KIEHLS
CBD DAILY
GENERAL CARE
Fig. 38
ACNE TREATMENT
REVOLUTION SKINCARE LONDON TEA TREE & WITCH HAZEL HIGHSTREET
PAGE 52 - POTENTIAL THREATS CALLUM
Fig. 39
PRODUCT LAUNCH
Brand New CBD Moisture Stick for Acne relief
PAGE 53 - PRODUCT LAUNCH ELLIE
CONCLUSION REASON TO BELIEVE The product is 100% using extracts from hemp plants and has been proven to tackle and target blemishes. It is a unique ingredient on the market which has been available in the US a few years however, is only filtering down into the UK market as of 6 months ago. It has an on trend application method which appeals to the younger demographic as it is quick and easy to use. The product has unisex appeal from looking at results from our survey and focus group we can confirm it had a unisex appeal.
Fig. 40
PAGE 54 - CONCLUSION CALLUM
Fig. 41
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BIBLIOGRAPHY
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PAGE 57 - BIBLIOGRAPHY EVERYBODY
IMAGE REFERENCES Fig 1. Tea Tree., 2019, TEATREE_PDP_MACRO_INGREDIENT_1000X1000 [Digital Image] Available: https:// www.saje.com/home/ [Accessed 9th March 2019] Fig 2. Tea Tree Tree., 2019 Tea-Tree [Digital Image] Available: http://natural-health-journals.com/6-best-usesfor-tea-tree-oil/ [Accessed 9th March 2019] Fig 3., Activated Carbon., 2018 activated-carbon-filter-black-charcoal-2 [Digital Images] Available: https:// molekule.com/blog/activated-carbon-air-filter/ [Accessed 9th March 2019] Fig 4., Tea Tree Leaves., 2019 tea-tree-leaves-green-anti-fungal-dandruff-natural-hair-shampoo-ingredient [Digital Image] Available: https://www.remediesforme.com/make-natural-homemade-shampoo-bestrecipes/tea-tree-leaves-green-anti-fungal-dandruff-natural-hair-shampoo-ingredient/ [Accessed 10th March 2019] Fig 5., Witch Hazel Flower., 2018 witch-hazel-flowering-shrubs-1-e1488313439715 [Digital Image] Available: https://newengland.com/today/living/gardening/witch-hazel-winter-flowering-shrubs/ [Accessed 9th March 2019] Fig 6., Red Berries., 2017 Red-Fruit-red-11661422-1024-768 [Digital Image] Available: http://www.fanpop. com/clubs/red/images/11661422/title/red-fruit-wallpaper [Accessed 10th March 2019] Fig 7., Ocean Waves 2017 at-sea-ship-sailing-through-close-up-of-white-foam-breaking-over-dark-richblue-ocean-water_rutv6lv8x_thumbnail-full12� Available: https://www.123rf.com/photo_22022878_waterchurning-texture-up-close.html [Accessed 10th 2019] Fig 8., Wind Power., 2016 middelgrunden_wind_farm_2009-07-01_edit_filtered [Digital Image] Available: https://www.eniday.com/en/technology_en/renewable-wind-power-offshore-platforms/ [Accessed 10th 2019] Fig 9., Witch Hazel Flower., 2018 witch-hazel-flowering-shrubs-1-e1488313439715 [Digital Image] Available: https://newengland.com/today/living/gardening/witch-hazel-winter-flowering-shrubs/ [Accessed 9th March 2019] Fig 10., Tea Tree Leaves., 2019 tea-tree-leaves-green-anti-fungal-dandruff-natural-hair-shampoo-ingredient [Digital Image] Available: https://www.remediesforme.com/make-natural-homemade-shampoo-bestrecipes/tea-tree-leaves-green-anti-fungal-dandruff-natural-hair-shampoo-ingredient/ [Accessed 10th March 2019] Fig 11., Dark Angels ., 2019 06938 [Digital Image] Available: https://www.lush.ca/en/face/cleansers/darkangels/06938.html [Accessed 10th March 2019] Fig 12., Activated Carbon., 2018 activated-carbon-filter-black-charcoal-2 [Digital Images] Available: https:// molekule.com/blog/activated-carbon-air-filter/ [Accessed 9th March 2019] Fig 13., Wash Your Face., 2019 face_wash_sm [Digital Image] Available: https://www.brit.co/how-to-reallywash-your-face/ [Accessed 10th March 2019] Fig 14., Charli Turner., 2019, Charli Turner In Kitchen, Facebook [Accessed 14th March 2019] Fig 15., Charli Turner., 2018, Charli Turner Bassfest With Nicke and Ellie, Facebook [Accessed 13th March 2019] PAGE 58 - IMAGE REFERENCES CALLUM
Fig 16., Georgia Campbell., 2018, Charli Turner Out for Drinks, Facebook [ Accessed 13th march 2019] Fig 17., Charli Turner., 2019, Charli Turner Next To Phone Box, Facebook [Accessed 13th March 2019] Fig 18., Charli Turner., 2019, Charli With Connor, Charli Turner’s Camera Roll [Accessed 13th March 2019] Fig 19., Charli Turner., 2018, Charli With Callum, Facebook [Accessed 13th March 2019] Fig 20., CharlI Turner., 2018 Charli At Bassfest NYE, Snapchat [Accessed 13th March 2019] Fig 21., Spot Wand., 2019 Spot Wand & Blemish Stick [Digital Image] Available: https://www.cgluk.com/our-work/boots-thechemist [Accessed 11th March 2019] Fig 22., Drops Of Youth, 2019 thebodyshop_gallery1_1600.jpg [Digital Image] Available: https://www.mapleholistics.com/blog/ the-body-shop-company-products-review/ [Accessed 11th March 2019] Fig 23., Neutrogena Hydro, 2017 tmp_bRVS6y_324340e9d010923d_hydro1.jpg [Digital Image] Available: https://www. popsugar.co.uk/gdpr-consent?destination=https%3A%2F%2Fwww.popsugar.co.uk%2Fbeauty%2FNeutrogena-Hydro-BoostWater-Gel-Review-44704073\ [Accessed 11th March 2019] Fig 24., Botanic, Simple., 2019 DnzBQsZXgAAPtUd.jpg [Digital Image] Available: https://www.cgluk.com/our-work/boots-thechemist [Accessed 11th March 2019] Fig 25., Wash Your Face., 2019 Face-washing-567876843df78ccc1537f518.jpg [Digital Image] Available: https://www.brit.co/ how-to-really-wash-your-face/ [Accessed 10th March 2019] Fig 26., Tea Tree Charcoal., 2018 26972406_1686166521406315_1279737394_o.jpg [Digital Image] Available: https://www. verywellhealth.com/best-soaps-and-cleansers-for-acne-prone-skin-1069220 [Accessed 11th March 2019] Fig 27., Skincare., 2017 2019-Skincare-Trends-blog.jpg [Digital Image] Available; https://library.essentialwholesale.com/2019skincare-trends/ [Accessed 12th March 2019] Fig 28., Packaging Free Lush., 2019 Lush-Sustainable-Naked-Skincare-Collection.jpg [Digital Image] Available: https://www. popsugar.co.uk/gdpr-consent?destination=https%3A%2F%2Fwww.popsugar.co.uk%2Fbeauty%2FLush-Sustainable-NakedSkincare-Collection-45680782%3Futm_medium%3Dredirect%26utm_campaign%3DUS%3AGB%26utm_source%3Dwww. google.com [Accessed 12th March 2019] Fig 29., Gender Neutral., 2016 https---blogs-images.forbes.com-richardkestenbaum-files-2018-03-picture-1200x859.jpg [Digital Image] Available: https://www.forbes.com/sites/richardkestenbaum/2018/03/27/these-are-the-latest-innovators-inthe-beauty-industry/ [Accessed 12th March 2019] Fig 30., Tofu Soap., 2019 08301.jpg [Digital Image] Available: https://www.lushusa.com/shower/bar-soap/drop-of-hope/08301. html [Accessed 12th March 2019 Fig 31., Natural Skincare., 2017 beautyshop1.jpg [Digital Image] Available: https://poshbrazilian.com/the-natural-skincaretrend/ [Accessed 12th March 2019] Fig 32., The Body Shop mist., 2017 DiQRpIaW4AIkNJv.jpg [Digital Image] Available: https://www.facebook.com/ TheBodyShopAustralia/photos/no-matter-what-mood-your-skin-is-in-weve-got-a-mask-and-a-mist-for-it-whetheryo/2569198523093871/ [Accessed 13th March 2019] Fig 33., Lush Soap, 2019 hero_drop_of_hope_soap2024_web3.jpg [Digital Image] Available: https://uk.lush.com/products/ soaps/drop-hope [Accessed 13th March 2019] Fig 34., Glossier Serum., 2018 Glamour-Glossier-Serums.jpg [Digital Image] Available: https://www.glamour.com/story/ glossier-the-supers-serums-review [Accessed 13th March 2019] Fig 35., Foaming Face Wash., 2017 image.jpg [Digital Image] Available: https://www.refinery29.com/en-gb/tea-tree-witchhazel-skincare-acne [Accessed 13th March 2019] Fig 36., Spot Wand., 2019 Spot Wand & Blemish Stick [Digital Image] Available: https://www.cgluk.com/our-work/boots-thechemist [Accessed 11th March 2019] Fig 37., Kiehls Cannabis Oil., 2018 f975f221c802d02847b2a33b76c09837.jpg [Digital Image] Available: https://www.pinterest. co.uk/pin/226094843779233082/?lp=true [Accessed 13th March 2019] Fig 38., CBD Daily., 2018 image_d04b0ac1-a4d6-4ca7-930d-8605fd80db03_800x.jpg [Digital Image] Available: https://www. shopcbdkratom.com/products/cbd-daily-soothing-serum-20ml [Accessed 13th March 2019] Fig 39., Revolution Skincare London., 2019 DlXDwN-W4AEHsH4.jpg [Digital Image] Available: https://twitter.com/makeuprvltn/ status/1032946924536713217 [Accessed 13th March 2019] Fig 40., Tea Tree & Witch hazel., 2017 IMG_4754.jpg [Digital Image] Available: http://www.beautyandthebird.co.uk/2017/02/ boots-tea-tree-witch-hazel-range-1.html [Accessed 13th March 2019] Fig 41., Tea Tree berry., 2017 20160829_100243-1.jpg [Digital Image] Available: http://highstreetbeauty1.blogspot. com/2016/08/skincare-review-boots-tea-tree-witch.html [Accessed 13th March 2019] Fig 42., Night Treatment., 2016 Night Treatment.jpg [Digital Image] Available: http://www.blogabouthanney.com/2016/10/ boots-tea-tree-witch-hazel-range-review.html [Accessed 13th March 2019] PAGE 59 - IMAGE REFERENCES CALLUM
APPENDIX Consumer and Insight
•Inflammation is the root cause of most skin issues, from acne to rosacea. Cannabinoids’ have anti-inflammatory and antioxidant properties which reduce puffiness, swelling, and even soreness.
“It’s this all-in-one solution because of its ability to target those problems simultaneously,” - Jessica Assaf, The Cannabis Feminist.
CBD Acne Oil by
Pure CBD Oil
CBD Moisture Stick by
CBD Moisturising Stick
Product Benefits
Product Mock Up
Reasons To Believe
CBD Acne Repair Set
18-25 Unisex
•The consumer struggles to find a strong but natural ingredient product which targets acne and problematic skin.
•CBD has been shown to help reduce inflammation swelling and redness of spots. •It supports the skin’s natural healing process. •CBD hydrates skin without clogging pores. •Helps balance oily skin and regulates the skins oil production.
Consumer and Insight
Refresh and revivie your skin with a showerless cleansing mists. Get ready on-the-go while saving water with each spritz. Refresh anywhere with our anti inflammatory and moisturing tea tree and witch hazel ingredients.
Product Benefits
Product Mock Up
Reasons To Believe
TT&WH Cleansing Mist
Cleansing Mist
18-25 Unisex
•18-25 unisex with problematic or unpredictable skin. •The consumer struggles to find a product which is good for my skin and is quick and easy to fit into their busy schedule.
•Cleanser solely focused on removing dirt and impurities to leave skin clean and comfortable. •Spray bottle which allows easy and quick application. •The product absorbs in and there is no need to rinse the product therefor reduces water usage.
•Only 44.9% of plastic packaging waste is recycled in the UK, whereas 81.9% of cardboard is recycled here in the UK.
e tre tea
l ze ha itch w &
Solid Oil Cleanser
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100% Recyclable packaging
Consumer and Insight
•Solid oil melts make up and grime to leave skin impurity free removing the chance of breakouts and blemishes.
Product Benefits
Product Mock Up
Reasons To Believe
Tea Tree & Witch Hazel Solid Cleasing Oil
18-25 Unisex
•The consumer struggles to find a product which is good their my skin as well as the environment.
•Cleanser solely focused on removing dirt and impurities to leave skin clean and comfortable. •Packaging free product – only in a 100% recyclable •Every last drop product. None of the product goes to waste due to it not being contained in a bottle etc.
APPENDIX Focus Group
To understand how acne affects people. To understand how the target consumer feels about CBD. To understand if oil and stick applicators appeal to the target consumer. Does acne affect your daily life? If so how does it make you feel. Abby: I don’t suffer with heavy acne luckily but i do have regular breakouts which can sometimes really affect my confidence. I don’t like to go out when my spots or blemishes aren’t covered up with concealer or something. Katie : i would say i do suffer with acne but i’ve learnt to live with it, it really does frustrate me and i’m the complete same as abby with covering them up it just is annoying when you know covering them is going to make them worse. Nathan : i get the occasional break out but nothing to bad. How do you deal with acne breakouts? katie : i use a lot of face scrubs but sometimes it just makes them worse, i’m not really into skin care that much i just shove sudocrem on them and hope for the best. nathan : i just use a mens all in one soap. Abby: i’ve tried a few remedies but struggled to find something that calms my skin down quickly, it always takes 4 or 5 days before my skin feels okay and then even though i use cleanser and wipes and moisturizers i just break out all over again it’s just a nightmare cycle. Do you feel harsher chemical products work better? Katie ; I can’t stand harsh products i’ve tried some chemical peels before and it honestly just made my skin so irritated and sore. Nathan : I’ve never really used anything harsh but i guess if there stronger they should be better at cleaning skin up? Abby : I have used some harsh toners and cleanser and they do work but i just know in the long run they are going to make my skin so much worse and they also cost me so much! Have you tried any natural remedies? Nathan: I don’t think so, i’ve used aloe vera face wash before. Katie : Yeh i’ve used a lot of aloe vera products from the dr organic ranges but they never really fully helped with my skin i think they worked well as a preventative almost. Abby: I used aloe vera and charcoal i used to love charcoal face masks when they came into fashion they were so good and made my skin really soft but i would never really trust to put it on spots just used when my skin needs a boost. Do you know the benefits of CBD for skincare. Abby: No, not sure i’ve ever heard of it being used for skincare. My mum used to take them hemp oil as a food supplement though i think it was like a vitamin. Nathan: i have never heard of it. Katie: No i have no idea. (benefits explained) How do you feel about CBD on your skin. Abby: i would definitely be willing to try it if it’s legal and everything. It sounds like a good way to get rid of redness and swelling quickly if its antibacterial. Katie: yeah i would definitely try it as long as it’s not too complicated. Nathan: Yeh i would be willing to try it i think it sounds like it could be something males would also be interested in. Have you tried any oil form products on your skin? Katie : I have used an elf nourishing one and it was actually really nice just made my skin feel really hydrated. nathan : Ihe only oil i’ve used is bio oil. Abby: yeah i’ve used this oil kind of serum by creme de la mer and bio oil. The creme de la mer was really good i could so a difference in the morning but it was really on the pricey side. Do you use moisturiser? Abby : Yeah, it’s just simple it does the job but its a very light texture. Katie: Yeah i like nivea it’s not too expensive and its gentle on my skin. Nathan : yeh it’s just a supermarket brand cream. Have you ever tried a stick moisturiser? Nathan: No. Abby: No but i think it would be something i’d be interested in trying. Katie Yeah i’ve never used one but if it’s simple and easy to use then i would.
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APPENDIX
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Fig. 42