Miller Harris USA Market Strategy

USA Market Strategy

Charlotte Dudley-Smith

N0730041

Word Count: 3227

Contents Introduction Methodology Where is the brand now?

Key Dates Brand Health Market Health PESTLE Analysis SWOT Analysis TOWS Analysis Ansoff Matrix Where should it go?

Brand Audit Macro Trends UK Brand Positioning UK Competitor Analysis US Brand Postitioning US Competitor Analysis UK Consumer Segmentation US Consumer Segmentation UK Consumer Behaviour US Consumer Behaviour

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How is it going to get there?

US Market Launch Conclusion

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Appendix References Illustrations

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Introduction This report will highlight the key issues and opportunities that UK perfumer Miller Harris may face when launching in the US market. Research and analysis of the UK and US consumer will allow recommendations to be drawn and a conclusion to be structured. A final, detailed marketing strategy plan will be made on how Miller Harris cam launch successfully in the US market.

Ethics Clause I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed: ………………………………………………………………………

Date: ……………………………………………….

Methodology To gain as much information on Miller Harris, consumer behaviour and the UK and US market, research was conducted using various platforms which offered information from a variety of sources.

Primary research was conducted when producing an online survey for the public to complete. This gave direct answers to questions that were relevant to the research and gave evidence of what position the brand was in, in terms of consumer awareness in the UK. Observational research was also carried out to understand the process a UK consumer goes through when buying perfume in store so it could then be applied and compared to the US consumer when considering a market strategy.

Secondary research was conducted when using the internet and books to gather information. These sources gave a lot of general information which was likely to be reliable.

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Where is the After spending five years training in Paris, then in Grasse at Robertet creating bespoke fragrances for clients, Miller Harris was founded in 2000 by Lyn Harris.

The perfume house is defined by Lyn’s love of nature and precision in using raw materials to craft fragrances that change the way consumers feel about scent. Miller Harris strives to push boundaries with their fragrances that are innovative, yet timeless, which can build a wardrobe of scents for their consumers to indulge.

In 2006 the company launched their first celebrity collaboration with Jane Birkin. A perfume range was created with the ideas from the actress, singer and model, along with her own designs on the bottles.

In 2010 Michelle Obama was gifted a miniature selection of pure was Miller Harris candles by Samantha Cameron.

In 2017 Sarah Rotheram became CEO of the company.

brand now?

Key Dates

Miller Harris

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Results from quantitative research show that Miller Harris currently has low consumer awareness in the UK, suggesting that they target a niche market as only 4% of respondents from the online survey had heard of the brand (see appendix 1). Respondents stated that were aware of the brand via social media such as Instagram, in specific concessions including TK Maxx and through one of their stores in London (see appendix 2).

The brand currently has 17.6K followers (from 28 May 2018), with 1,190 posts.

The hashtag #millerharris has 9,279 posts on the social networking site with users sharing their own photos of Miller Harris products and the outside of their picturesque stores. The brand has a larger presence on Instagram due to the users who post about it, as evidently more consumers post pictures about Miller Harris than the brand its self.

Usage As very few of the respondents who participated in the online survey had heard of Miller Harris, none of them claimed to have purchased any of their products (see appendix 3). 3% of respondents answered the survey saying that they had considered purchasing from the brand; however they had not carried out a transaction.

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One of the questions asked on the online survey was ‘What is the maximum you would consider spending on a perfume that uses high quality natural ingredients?’ Only 28% of the answers stated that they would pay within Miller Harris’s price range of £75-£105+, whilst the majority said they would rather spend £35-£49 (see appendix 4). It can be inferred that the majority of consumers who participated in the primary research would state that Miller Harris is an upper market perfume brand with luxury prices; they may feel that it is too expensive for the industry as there are other natural brands available at a more affordable cost.

Perceptions

Awareness

Brand Health

Market Health UK

Global According to Euromonitor International, the global fragrance market was worth $48 billion in 2016.

Globally, the niche fragrance market is growing as consumers want scents that others are unlikely to wear.

They are also more interested in fragrances that have a story behind them, making them much more personal.

The Health and Wellness trend is also influencing the consumer to follow a healthy, natural lifestyle, therefore causing a growth in the more natural perfume market.

This is a positive for Miller Harris as they are able to successfully target the niche that are interested in products like theirs, as well as targeting consumers who want to avoid putting a lot of artificial chemicals on their skin. Due to the growth in value of the premium perfume market, Miller Harris has the opportunity to be successful as the demand for their products is clearly there and consumers are willing to spend their money on them.

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Value of the premium woman’s fragrance market as increased considerably since 2007 (see appendix 5) The fragrances industry is also being increasingly influenced by growing consumer awareness and healthy lifestyles. With consumers seeking greater transparency, they are also looking to avoid superficial and chemical ingredients to put on their skin (Euromonitor, 2018).

Growing appetite for something more personal that other people don’t have (Johnston, 2017).

US

Several factors contributed to the struggle of mass fragrances.

Whilst premium fragrances are frequently marketed with a story-telling narrative, mass fragrances lack such a narrative (Euromonitor, 2018).

In the US, the fragrance market grew by 2.6% last year, to $7.9 billion. However, certain categories, such as prestige and niche fragrances, performed better. (Weinswig, 2018).

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PESTLE Analysis Political

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Economic

Social

> Brexit leaves businesses with uncertainty. They are unable to plan for the future as they are unsure what the full outcome of Brexit will mean.

For Miller Harris, launching into the US market makes the success of the company unpredictable.

With the UK leaving the EU, exports and imports will be affected, effecting business’ and the country financially. > If ingredients are sourced from other countries you have to follow political and legal requirements. Europe and Canada have harsher ingredient requirements than the US. For Miller Harris this will still be difficult if they chose the produce their fragrances at a base in the US due to the number of natural products that are used.

> The UK unemployment rate fell to 1.44m in 3 months during 2017 (BBC News, 2018). This means that consumers have more money to spend, however the recruitment process for Miller Harris will be harder as there is likely to be less people applying. > The US inflation rate is its highest in 14 months at 2.5% at the end of April 2018 (Tabroda, 2018), this is bad for businesses as it will cause prices to rise. With the inflation increasing and decreasing Miller Harris cannot predict what will happen in the future if they were to launch into the US market.

Technological

Environmental Legal

> Omni-channel retailing is extremely common.

For successful businesses it is more than likely that they sell both online and offline. For Miller Harris it will be important that there website is inviting and easy to use to encourage more sales.

If they launch in the US market, consumers may not have physical access to the perfume that they bought the first time they visited the store. It is important that the consumers are able to easily access the products online to enable more sales for the brand.

> Sustainability has become really important factor in businesses over the past few years. With the proposal ban of plastic straws, businesses have already stepped a head of the game and taken it upon themselves to find an alternative option. With Miller Harris it should be important to them to ensure there product packaging is recyclable, following their ethos of natural materials.

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> Health and well-being is a mega trend.

Consumers want natural based ingredients on their skin, as well as to eat. For Miller Harris this is of benefit as a survey from GlobalData in 2016 shows that consumers are shifting towards buying more natural grooming and beauty products, showing the trend is influencing consumer buying habits. As the brand already produces these naturally sourced and based products, they are one step ahead of other brands who are trying to innovate into this market and cater for those following the trend.

> Different countries have different laws about what ingredients can be used and purchased in their country. Miller Harris will have to ensure their products and the ingredients abide by the laws of the country they are selling in.

SWOT Analysis Strengths

Weaknesses

> Incorporating natural ingredients in not their products, not all artificial > Can be found in concessions which help to increase customer awareness. For example in John Lewis, Selfridges, Feel Unique Passionate about honouring nature and placing it into an urban setting such as London where their stores are located > Work with other artists to make their website effective and images exciting > The brand pushes the boundaries, creating exquisitely crafted fragrances which are different to any kind

> Marketing is weak, although they are targeting a niche market, it is important that a mass market has heard of the brand >They haven’t really got an affordable section (if target younger than current bracket) > Lack of products, they have a wide range of what they have but could expand > Only have 4 stand-alone stores in London, having stores you get more of an experience (sensory marketing).

Opportunities

Threats

> Expanding their product range into homeware- following their candle range, using sustainable materials and natural patterns.

Could be room infusers, curtains, wallpaper and cushions > Spa retreats, using their own products within the spa- offers an experience to consumers which is more desired in today’s society whilst promoting the use of their own products encouraging sales > Opening more stores in city areas as it increases recognition and makes the brand recognisable > Although they currently have a Facebook page which is suitable for their target demographic, they could branch out/better their activity on other social media pages > Be more transparent and become more personal to consumers.

Show how ingredients are selected and the process products go through when being created.

> Competitors appear to have more consumer awareness meaning Miller Harris is less likely to be chosen over its competitors by new customers as they aren’t aware it exists > Competitors have more stores so their brand essence and experience is effective. Miller Harris seems to lack the experience that other brands offer due to the limited number of standalone stores > Competitors offer a wider range of products meaning consumers may choose to buy several things at once from them as they won’t need to look elsewhere > Being left behind when it comes to social media > Not enough strong marketing techniques.

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TOWS Analysis Strengths and Opportunities

Weaknesses and Opportunities

>Miller Harris have been good with social media; their Instagram is strong as well as their Twitter and Facebook. However, the number of followers they have is quite weak, same with their advertising. They could look at spending more money on advertisements, for example having more billboards or ads on bus shelters and TV. > They have their products in concessions like Selfridges and John Lewis which is a strength of theirs. They have the opportunity to expand their product range into homeware, having products in concessions like John Lewis already will give them a better chance for success as many concessions sell homeware. > As Miller Harris use natural ingredients in their products and not artificial, by becoming more transparent to its consumers this could lead them to becoming more loyal or even gaining new consumers.

Strengths and Threats

> Miller Harris have only 4 stores in the UK which are located in London. By opening more stores around the UK this will expand consumer awareness, making it easier for their products to be purchased. > They have a wide range of products, however not enough.

Miller Harris could expand into the homeware market or even into natural makeup to help broaden their product range.

Weaknesses and Threats

> Miller Harris have stores however they are only based in London.

Competitors like Jo Malone and Lush are a big threat to them as they have stores all around the UK as well as selling their products in concessions. > They provide a range of products, for example fragrances, scented candles and bath and body oils, creams, scrubs and gels.

However, competitor’s like Aesop and Lush have a wider range of products which gives them an advantage and makes them stronger. > As said previously Miller Harris’ social media is strong, however a large threat to them is that consumers are not aware of the products due to their weak advertising.

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> Miller Harris’ advertising is not one of their strong points, not many consumers have heard of them. This is dangerous to them as their competitors have stronger marketing strategies than they do, which could lead to them loosing consumers to their competitors. > Their products are relatively high in price, which differs to some of their competitors. This could lead to consumers choosing to purchase products from competitors, such as Lush, rather than Miller Harris’ own products.

Ansoff Matrix

New Markets

Existing Markets

Existing Products

New Products

> Opening more stores around the UK will increase consumer awareness and give Miller Harris the opportunity to increase sales, resulting in more revenue and higher profits. They will also open their customer base up to new demographics as they will be in new locations. > Opening pop up stores around the UK to get an increased level of consumer awareness. Results from the primary research shows that Miller Harris is not a very well-known brand. By hosting pop up stores in different locations around the UK will introduce new consumers to the brand.

> As consumers are interested in buying for their homes, creating a homeware range which would be sold alongside their candles will enter Miller Harris into a new market sector as they are only in the fragrance industry at this moment in time. > Selling the plants that they use as ingredients within their fragrances, along with plant pots and baskets will show the nature and use of raw materials with the company. It will also enable consumers to enjoy the ingredients outside their usual fragrance products.

> As the natural and organic beauty industry is forecasted to grow by 10.72 billion US dollars between 2016 and 2024 (see appendix 6), this would be a suitable industry to go into. Miller Harris could create a natural make up range, following their idea of using natural and raw materials to make their products. This could then be launched into the US market.

> As Miller Harris already sell in concessions in Europe, the brand could expand their current product range and enter it into the US market. This would help the business to grow, introducing it to US consumers and also allow Miller Harris a new audience to target. > A pop up store experience could be created in the US to see how successful the brand could be. New customers would be able to see the product range, buying anything that they like.

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Where should it go?

Brand Vision

Brand Essence Timeless, Natural, Exquisite

Mission Statement

Sensory and Indulgence Sensory and Indulgence is a macro trend.

Indulgence are described as valued distractions that allow consumers to escape everyday life, to experience some of the small luxuries in life. Sensory branding is one insight that has emerged from this trend, representing the latest frontier of consumer engagement for premium beauty brands (Matthews, 2012).

Health and Wellness The Health and Wellness trend has been growing for many years. Consumers are stripping away the artificial and wanting pure and natural products (Health and Wellbeing, n.d.). A survey carried out by Bord Bia asked whether or not consumers look after their health regardless to whether they feel ill or not.

Results showed that the global average of consumers who did look after their health was 64%. Primary research also shows that just under half of the consumers surveyed are encouraged to buy a perfume over another if it uses natural ingredients (see appendix 7).

Breathing colour and light into perfumes by sourcing the finest raw materials, Miller Harris brings delicate scents to life and harmonises them in complementary.

(Like Digital, 2015).

Brand Positioning

An exquisite fragrance brand for the luxurious 30-55 year old male and female. Miller Harris gives the most extraordinary scents, woven with nature and art, designed to tell breath taking, vivid urban stories.

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Macro Trends

Brand Audit

Bringing visions of the past back to life.

UK Competitor Analysis

UK Brand Positioning

High consumer awareness

Low Price

High Price

Low consumer awareness 20

Targeting a niche market entails both advantages and disadvantages. Miller Harris has plenty of competition, particularly as they sell in concessions alongside very similar brands, which are proven to have a larger following online. Although the brand provides fragrances that are believed to be like no other, their positioning on the perceptual map isn’t strong, showing their place in the market could be improved. The UK’s growing appetite for fragrances that are more personal and unique (Johnston, 2017), could be of benefit to Miller Harris as this is something they provide.

The two brands take the bespoke approach for their highly crafted scents; the only factors separating the two brands are the individual scents themselves. The pricing of the two brands is relatively the same, both firmly in the high end pricing of the market.

One of Miller Harris’ direct competitors is Jo Malone, a wellestablished fragrance brand, famous for their exquisite scents.

Their use of natural ingredients puts Jo Malone as one of Miller Harris’ direct competitors, alongside the fact they both stock the same category of products.

Overall Jo Malone and Miller Harris seem to be very similar with their ideas of raw materials and natural scents; however Jo Malone has an advantage over Miller Harris with their online following and level of consumer awareness making consumers more likely to choose the brand over Miller 21

Jo Malone has 881k followers on Instagram with 572 posts (27 May 2018). The brand clearly has a much larger following than Miller Harris with half the amount of posts. The company posts almost every day, keeping followers and new discoverers of the brand up to date, something Miller Harris also tries to do.

Harris purely because they know the brand better.

US Competitor Analysis

From the research conducted, it shows that Miller Harris has less direct competitors in the USA than in the UK. The brand will still be targeting a niche market; however there are fewer brands providing similar products of natural candles, fragrances and body oils. The competitors found seemed to be at the more affordable end of the market, possibly making them more appealing to the US consumer.

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A Euromonitor report from 2018 states that the US mass fragrance sector is struggling as premium fragrances are marketed with a storytelling narrative. This helps to sell perfumes better to US consumers as they connect emotionally with the brand and product, encouraging a sale. Miller Harris has a story behind each scent, making their marketing appropriate when trying to connect with the American consumer.

Low Price

High Price

Aesop would be one of their biggest competitors in the US as they fall into the same price range. It is a popular brand in the states, as well as having presence on the market in the UK. On Instagram they have 439k followers with only 551 posts, this is a much larger following than Miller Harris themselves.

Low consumer awareness 23

US Brand Positioning

Miller Harris has been plotted on the perceptual map with their current prices and social media awareness from the UK to enable a realistic comparison against their direct competitors in the US market. They are in a similar position on the map to the UK market, showing there is room for development.

High consumer awareness

UK Consumer Segmentation

US Consumer Segmentation

Business woman; high in the business hierarchy; wealthy due to success at work; mum to three children under the age of 10; happily married for 6 years; likes to travel especially with her family; lives in the city, however grew up in the countryside; cares about fitness and image; in her mid 30s.

Stay at home mum; husband works and provides for the family; comes from a wealthy background; likes yoga; has a dog and walks it daily; image conscious; cares about hers and her family’s health; lives in the suburbs; likes interior design; in her early 30s.

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UK Consumer Behaviour

Despite the UK’s more pessimistic stance on the future and their spending, this personality has positives too. The research carried out reveals that the home improvement sector is growing.

Consumers with an interest in this sector feel the need and desire to spend a lot on their home; areas including both dĂŠcor and technology.

As this is a sector that UK consumers will happily spend in, Miller Harris should use this to their advantage to meet UK consumers’ needs and desires. The brand already positions themselves in department stores such as John Lewis, which also sells homeware. If Miller Harris were to expand their product range into homeware, they would be more likely to get new buyers as consumers see the product range as something they need to buy to improve their home.

Miller Harris could still keep their upmarket price point as consumers are more than willing to spend in this sector, which is also likely to introduce a new demographic to the brand as they are targeting a mass market, rather than their current niche market.

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Research shows that the US consumer is five times more confident when spending in comparison to the UK consumer as they are more optimistic about the future in relation to the recession. However, their emotional state effects their spending more than UK consumers. As they are more caring and likely to show outward concern than the British, for marketers this is an advantage as the US consumer is more affected by emotive advertising. Due to this, Americans are more receptive to experience as they can connect and get feeling from it.

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As previously mentioned, Miller Harris can use the marketing of their products to their advantage. As each of their fragrances have a story behind them due to the influence behind them and where the raw materials are sourced, this can be translated to the customer in a more exciting way. Providing an immersive experience for US consumers to connect with before having the chance to purchase their product is likely to encourage an increased number of sales due to the consumers connection with the brand and product.

US Consumer Behaviour

Secondary research shows that UK consumers are more pessimistic about the future than Americans are (Chahal, 2014), with the recent vote of Brexit and previous recessions, Brits have taken this to heart, therefore are more likely to be careful spenders (Betts, 2014). It also suggests that UK consumers have to be convinced that a product is something that they need, whereas Americans just have to be shown that it is exciting and desirable for them to decide to buy it.

How is it going to

US Market Launch The first recommendation for Miller Harris to optimise its global potential in the USA is to create a homeware range. As stated in the US consumer profile, she is a stay at home mum who has an interest interior design; making a new homeware range suitable for the consumer Miller Harris choses to target in the new market.

To follow the brand ethos, it would be made from naturally sourced materials, ensuring the products are sustainable for the consumer and those who care about the environment. It would be an extension to their current candle range as they are designed for the home.

The range would include cushions, curtains, wallpaper, room infusers, lampshades, etc. The designs on the furnishings would be mainly natural designs, with the occasional collaboration with an artist to link to their perfume bottle designs. This would introduce bright colours to the range to show that it is a limited collaboration as their regular range will be very different design and print wise.

get there?

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As research has shown that UK consumers value durable products and are willing to spend a lot of money in the homeware sector, this would be a better strategy for optimisation in the UK. Although it would be suitable for the US market, the research conducted suggests that the strategy would be more successful for the UK market over the US market.

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US Market Launch The second recommendation for Miller Harris to optimise their global potential, specifically in the US, is to create a pop up sensory experience that allows consumers to immerse themselves in the world of Miller Harris.

Product

Due to the demand for sensory experiences, Miller Harris could place pop up spa experiences on beaches of America.

They will use their own body oils and other products on consumers who visit, so they can have the experience of using Miller Harris products in a luxury feeling environment.

Not only will this encourage sales for the brand, it will project their name to the US market giving consumers knowledge of the brand, ready for when their products are on sale in well-known department stores.

To drive higher product sales, many retailers hold events that showcase scents and encourage consumers to interact and connect with fragrances. During this pop up spa experience there will be the opportunity for consumers to interact and connect with the components that form a Miller Harris fragrance. They will be able to see, touch and even taste the ingredients that are in the perfumes and candles whilst being educated on which region of the world the ingredients come from. This gives consumers a real sensory experience, whilst they are waiting to go into the spa area which will include different types of massages for a small fee, performed by specialist beauty therapists working for Miller Harris.

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There will be a selection of products for consumers to trial and buy in the pop up store to ensure Miller Harris receives a financial benefit for the experience they have created.

Products will then be sold in concessions, such as Sephora and Macy’s, after the pop up tour has been completed to make the brand more accessible to the US consumer.

US Market Launch Place

After considering different states and districts in America to discover a suitable location for the first Miller Harris pop-up shops, California was decided to be the most suitable and accommodating location. The conclusion was drawn due to the fact that California has the largest population of all the US states and is also the richest, so launching the brand here will give a high chance of success as there are more people to target. Miller Harris will travel around some of the most famous and richest beaches which include Venice beach, Newport beach, Hermosa beach, Coronado beach and Laguna beach with the pop up sensual spa experience, staying for 2 weeks at a time. This ensures that consumers see and experience the products whilst it is available.

Statistically there are 50.3% of female and 49.7% males within California. Having a higher percentage of females encouraged California to be the chosen location as Miller Harris’ target audience is mostly female and are more likely to be interested in a pop up spa experience that is being provided.

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US Market Launch

People

When launching into the US, the pop up stores will use the penetration pricing strategy to encourage sales; this will involve a small price reduction on the products sold in the pop up store before increasing the prices to their original price when the products are sold in concessions.

The US target consumer for Miller Harris has been specified. The design and concept of the pop up spa experience should interest the consumer that Miller Harris desires to please.

As for recruiting members to work for the Miller Harris spa, these will be specialist beauty therapists who will work alongside a newly employed US Miller Harris team.

The team will be fully trained in the relevant aspects of the company, such as its background, influences, values, personality and origin of ingredients to provide consumers with valuable knowledge about the brand.

When sold in concessions, prices will be converted via the exchange rate. This will show to American consumers that the brand is a premium brand, suggesting that it is of high quality.

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Promotion As a report created by Statista in 2017 (see appendix 8), shows that Americans spend an average of 238 minutes per day consuming media via the TV, Miller Harris’ experience will be promoted by a promotional video broadcast on air. The video will show the pop up shop on a Californian beach, along with a preview of the spa and sensory experience that is being offered inside. Information in the video such as the dates the shop will be in different locations, will inform viewers when and where they can go, as well as giving them a small insight to the essence of the brand to tempt them to visit.

The video will also be published on the internet through the Miller Harris social media accounts and website as the report also states American consumers spend an average of 197 minutes per day on their phones and 123 minutes online on a laptop or desktop. Uploading the video to the internet is likely to gain a lot of publicity, allowing consumers to share the video on their own accounts which will increase the number of individuals viewing Miller Harris’ content and hopefully visiting the shop.

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US Market Launch

Price

Conclusion

The strategy is for Miller Harris to launch the sensory pop up store experience which will travel around California’s richest beaches, stopping for 2 weeks at each location. Miller Harris products will be used inside the spa experience, with the opportunity for purchase too. Once the pop up experience is completed, Miller Harris products will be sold in department stores such as Macy’s and Sephora to give consumers the opportunity to buy the products in different states, all year round.

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Appendix Appendix 5- Value of the premium women’s fragrance market in the UK from 2007-2017 Appendix 7- Online Survey

Appendix 3- Online Survey

Appendix 1- Online Survey

Appendix 6- Forecasted market size of the natural and organic beauty industry in 2016 and 2014

Appendix 2- Online Survey

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Appendix 4- Online Survey

Appendix 8- Statistica: Average time spent with major media per day in the United States as of September 2017 (in minutes)

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References

BBC News. (2018). UK unemployment falls to 1.44 million. [online] Available at: http://www.bbc.co.uk/news/business-42802526 [Accessed 27 May 2018].

Betts, A. (2014). The UK and US digital markets: consumer culture, differences and commonality. [Blog] Econsultancy. Available at: https://econsultancy.com/blog/64508-theuk-and-us-digital-markets-consumer-culture-differences-and-commonality [Accessed 8 May 2018].

Chahal, M. (2014). How UK and US consumers’ spending habits differ. Centaur Communications Ltd. [online] available at: https://www.marketingweek.com/2014/01/22/how-ukand-us-consumers-spending-habits-differ/ [Accessed 02 May 2018].

Fragrances in the United Kingdom. (2018). [online] Euromonitor. Available at: http://www.euromonitor.com/fragrances-in-the-united-kingdom/report [Accessed 28 May 2018].

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GlobalData Consumer (2017). Health-focused consumers are shifting towards more natural fragrances. [online] Available at: https://www.cosmetics-technology.com/comment/ health-focused-consumers-shifting-towards-natural-fragrances/ [Accessed 1 Jun. 2018].

Health and Wellbeing. (n.d.). [online] Bord Bia. Available at: http://www.bordbiaconsumerlifestyletrends.ie/health-and-wellbeing/ [Accessed 1 Jun. 2018].

Appendix 9 -Interview

Appendix 10 - Concent Form

Johnston, C. (2017). Are big brand perfumes losing their allure?. [online] BBC News. Available at: http://www.bbc.co.uk/news/business-41339121 [Accessed 27 May 2018].

Like Digital. (2015). Miller Harris - Like Digital. [online] Available at: https://like.digital/portfolio/miller-harris/ [Accessed 25 May 2018].

Matthews, I. (2012). Indulgence, Claims and Innovation Trends at In-Cosmetics. [online] Cosmetics & Toiletries. Available at: https://www.cosmeticsandtoiletries.com/ networking/eventcoverage/146095415.html [Accessed 18 May 2018].

Taborda, J. (2018). US Inflation Rate Highest in 14 Months. [online] Trading Economics. Available at: https://tradingeconomics.com/united-states/inflation-cpi [Accessed 1 Jun. 2018].

Statista (2016). Forecasted market size of the natural and organic beauty industry in 2016 and 2024 (in billion U.S. dollars). [online] Available at: https://www.statista.com/ statistics/750779/natural-organic-beauty-market-worldwide/ [Accessed 27 May 2018].

Statista (2017). Average time spent with major media per day in the United States as of September 2017 (in minutes). [online] Available at: : https://www.statista.com/ statistics/276683/media-use-in-the-us/ [Accessed 27 May 2018].

Weinswig, D. (2017). Reviewing Trends in the Global Fragrance Market. [online] pp.4-10. Available at: http://www.deborahweinswig.com/wp-content/uploads/2017/08/ReviewingTrends-in-the-Global-Fragrance-Market-August-4-2017.pdf [Accessed 30 May 2018].

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Bibliography Articles

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Blogs

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