Charlotte Dudley-Smith, Anete Strupule, Ruby Sandell, Alisha Morgan & Lulu Seyvunde
2 online surveys
Ethnography
Methodology
Shop safari
About
Your Good Skin is a skincare brand co-created by a community of users, offering a range of products developed by a team of leading dermatologists to restore skins natural balance, which specifically target oiliness, dryness, texture, tone and radiance.
UK Womens facial skincare market in 2018:
ÂŁ1.18 billion
UK Market 2017
2018
(Mintel, 2019).
Global Market 2020
26.8%
Skincare market
73.2%
Global beauty and personal care market
19%
28%
Use of five or more facial caring products.
UK Market Health
Key Skincare Trends • Protective Beauty • Skip-care • Natural Beauty
Skip-care
“Skip-care is a skincare method that allows you to identify the essential ingredients for your skin and avoid the use of unnecessary products for a simpler, yet proper, skincare routine.� (Byrdie, 2019)
Target Consumer Erika Harrington 37 years old.
Teaching Assistant at her local primary school.
Loves easy and convenient products to save time.
Attends Zumba with her friends at the lesuire centre every Wednesday evening.
Not a skincare junkie! Sees skincare as a necessity to keep her skin healthy. Avid user of Facebook. Loves connecting with friends and family.
Personality Traits LAZY NARROW MINDED PROUD DISORGANISED
Does not have time to slow down.
Has 2 very young children and has been married for 7 years.
HARDWORKING OPEN MINDED HUMBLE ORGANISED
INTROVERT
EXTROVERT
FOLLOWER
LEADER
INACTIVE
ACTIVE
SELFISH
GENEROUS
From an online survey with 100 respondents.
39% of primary research respondents had heard of the brand. 24% had bought from the brand.
Awareness
Capsule and ampoule category Premium
Single Purpose
MultiPurpose
Mass Market
Gap Analysis
Hook:
Convenience
Benefit:
Solves 3 main skin concerns
Reason to believe: Ingredients
Multi-targeting Capsules
To provide a simplified, condensed skincare product that caters to multiple skin concerns at once.
The Product...
product claim
Hook:
Convenience
Benefit:
Solves 3 main skin concerns
Reason to believe: Ingredients
Dehydration
Aging
The Problems...
Acne
Hook:
Convenience
Benefit:
Solves 3 main skin concerns
Reason to believe: Ingredients
Ingredients
Bakuchiol- Found in Psoralea Rosehip Oil- From the rose Corylifolia (Babchi) plant plant
Hyaluronic Acid
Tackles and prevents three skin concerns within one use.
Key benefits: • Targeted ingredients • “On - the - go glow” • Affordable • Multi - purpose • Child - proof lid
Final Product...
Financials • Save 25% • RRP £22.50 • Reduced RRP £16.88 • Annual total value: £480,000
89%
Primary research shows would buy the multi-targeting product. Consumer acceptance of the product, due to positive perceptions.
Overall...
Image References Boots., n.d. Your Good Skin Logo. [image] Available at: https://www.boots.ie/yourgoodskin/yourgoodskin-find-outmore [Accessed 25 February 2019]. Your Good Skin., 2018. Whether you prefer a micellar water, a face wash or a wipe, we have a cleanser for you! [image] Available at: https://www.facebook.com/YourGoodSkinUK/photos/a.1997358970549598/2206366696315 490/?type=3&theater [Accessed 25 February 2019]. Your Good Skin., 2019. Cleanse, Balance, Moisturise [image] Available at: https://www.facebook.com/ YourGoodSkinUK/photos/a.1997358970549598/2289150704703755/?type=3&theater [Accessed 25 February 2019]. Your Good Skin., 2019. Ever wondered what the key ingredients are across our range of products? [image] Available at: https://www.facebook.com/YourGoodSkinUK/photos/a.1997358970549598/2289173534701472/?ty pe=3&theater [Accessed 25 February 2019]. Made by Made., n.d. Skin-care. [image] Available at: https://thenounproject.com/term/skin-care/ [Accessed 3 March 2019]. Made by Made., n.d. Tube. [image] Available at: https://thenounproject.com/search/?q=skin%20care%20 bottle&i=1464076 [Accessed 3 March 2019]. Your Good Skin., 2018. The perfect night-time routine. [image] Available at: https://www.facebook.com/ YourGoodSkinUK/photos/a.1997358970549598/2142361269382700/?type=3&theater [Accessed 25 February 2019].
Farias, B., n.d. Children, family, father, kids, mother, parents icon. [image] Available at: https://www.iconfinder.com/ icons/757026/children_family_father_kids_mother_parents_icon [Accessed 1 March 2019]. Winner, V., n.d. Clock icon black and white clock arrows vector image. [image] Available at: https://www.vectorstock. com/royalty-free-vector/clock-icon-black-and-white-clock-arrows-vector-18535243 [Accessed 1 March 2019]. Dunlap, S., n.d. Apple, books, education, homework, learning, school, teacher icon. [image] Available at: https://www. iconfinder.com/icons/549980/apple_books_education_homework_learning_school_teacher_icon [Accessed 1 March 2019]. Anon., n.d. Zumba icon png. [image] Available at: https://pngimage.net/zumba-icon-png-1/ [Accessed 1 March 2019]. Roundicons., n.d. Beat, health, heart, heartrate, medical, rate icon. [image] Available at: https://www.iconfinder.com/ icons/443443/beat_health_heart_heartrate_medical_rate_icon [Accessed 1 March 2019]. Anon., n.d. Easy Icon. [image] Available at: https://iconscout.com/icon/easy-2 [Accessed 1 March 2019].
Flat Icon., n.d. Social Media Icons. [image] Available at: https://www.flaticon.com/ categories/social-media [Accessed 1 March 2019]. Your Good Skin., 2018. Our products are proven to improve the healthy appearance of your skin. [image] Available at: https://www.facebook.com/YourGoodSkinUK/photos/a.1997358970549598/2251089948509831/?type=3&theater [Accessed 25 February 2019]. Your Good Skin., 2019. Our 3 Minute Method bundle is back by popular demand. [image] Available at: https://www. facebook.com/YourGoodSkinUK/photos/a.1997358970549598/2307183102900515/?type=3&theater [Accessed 25 February 2019].
Your Good Skin., 2019. What one word would you use to describe our #3minutemethod? [image] Available at: https://www.facebook.com/YourGoodSkinUK/photos/a.1997358970549598/2308306702788155/?type=3&theater [Accessed 8 March 2019]. Your Good Skin., 2019. Comment below with your favourite YourGoodSkin product! [image] Available at: https:// www.facebook.com/YourGoodSkinUK/photos/a.1997358970549598/2289074311378061/?type=3&theater [Accessed 28 February 2019]. Your Good Skin., 2018. Black Friday Deal. [image] Available at: https://www.facebook.com/YourGoodSkinUK/photos/ a.1997358970549598/2251668681785291/?type=3&theater [Accessed 28 February 2019]. Your Good Skin., 2018. Take the worry out of your skincare. [image] Available at: https://www.facebook.com/ YourGoodSkinUK/photos/a.1997358970549598/2243014329317393/?type=3&theater [Accessed 25 February 2019]. Agarwal, R., n.d. Psoralea Corylifolia Seeds. [image] Available at: https://dir.indiamart.com/impcat/psoralea-corylifoliaseeds.html [Accessed 1 March 2019]. Anon., n.d. Rose Hips. [image] Available at: http://www.bio-botanica.com/product/rose-hips-rosa-canina-fruit-extract/ [Accessed 2 March 2019]. Admin, B., 2017. Hyaluronic Acid – A Healthy Sugar for Your Skin. [image] Available at: https://www.skinassociatesfl. com/is-hyaluronic-acid-beneficial-for-your-skin/ [Accessed 2 March 2019]. Your Good Skin., 2018. Moisture levels sorted day through to night with these 3 golden beauties. [image] Available at: https://www.facebook.com/YourGoodSkinUK/photos/a.1997358970549598/2122885211330306/?type=3&theater [Accessed 25 February 2019].