Fashion Business Solutions Group Report
Fashion Business Solutions Group Report 2019
Assignment 1 Fashion Business Solutions Group report 3845 words Chloe Butler N0751513 Mishka Clarke N0768544 Rachel Davies N0725923 Louis Kandekore N0743515 Agnija Karkle N0766492
Report design; Chloe Butler
Fashion Business Solutions Group Report 2019
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed ……………………………… Signed ……………………………… Signed ……………………………… Signed ……………………………… Signed ……………………………… Date…..……… /………/………
Fashion Business Solutions Group Report 2019
CONTENTS
Fashion Business Solutions Group Report 2019
INTRODUCTION
01
METHODOLOGY
03
WHO ARE TEA TREE & WITCH HAZEL?
05
TARGET CONSUMER
07
MASLOW’S HIERARCHY OF NEEDS
09
BRAND ARCHITECTURE
11
MARKET HEALTH
13
BRAND POSITIONING
15
PORTERS 5 FORCES
17
KEY TRENDS
19
SHOP SAFARI
25
RESEARCH INSIGHTS
27
SWOT & TOWS
29
CONTEXTUAL DRIVERS
31
IDEA GENERATION
33
BRAND INNOVATION STRATEGY
35
PRIORITISING IDEAS
37
NEW PRODUCTS RATIONALE
39
CONCEPTS
41
PRODUCT EVALUATION
47
NEW AND FINAL CONCEPT
49
SIZE OF THE PRIZE
53
7PS
55
DOES IT FIT? & RISKS
57
CONCLUSION
59
Fashion Business Solutions Group Report 2019
INTRODUCTION
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Fashion Business Solutions Group Report 2019
The problem skincare solution category has grown rapidly in the last couple of years due to ‘healthy skin’ becoming the top priority for beauty consumers. Boots wants to ‘future proof’ their own problem skincare brands to compete with successful companies like Proactiv and The Ordinary. The purpose of this report is to reinvent the Boots customer experience in the skincare category by analysing the problem skincare brand ‘Tea Tree and Witch Hazel’ (TT&WH). Innovative products that recruit and engage the consumer will be identified, ensuring they are differentiated from the existing Boots portfolio to provide an appeal to existing customers, as well as new ones.
Written by: Rachel Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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METHODOLOGY
To support and inform this report primary and secondary research has been carried out. Research objectives included finding customers and non-customers perceptions of the brand in order to discover a gap in which new product development can acquire.
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Written by: Chloe Proof read/ edited by: All Designed by: Chloe
PRIMARY ONLINE Two surveys were created and distributed online. The first was to identify the level of brand awareness and the perception of TT&WH among the market, and the second to establish an understanding of how the target age range perceives the initial product ideas including: gemstones and cannibidiol. Both surveys received over 100 responses which was a good sample size to allow for insightful data.
OFFLINE Offline primary research consisted of visiting London and completing a shop safari to identify current beauty and skincare trends. Several Boots stores where also visited in Nottingham and in London to view the current in store displays of TT&WH products. This gave insight into stock control, and highlighted issues with shelving and visual merchandising. In addition, a focus group consisting of four people of the brand’s target age range was conducted to gain further insight into the consumer’s opinion on the initial ideas and consumer concepts. This allowed for more in depth conversation and revealed valuable insights that aided in the NPD decision making process and the refinement of ideas.
SECONDARY
ONLINE
Secondary research online consisted of reading reports published by Boots from Companies House and looking at Mintel, Euromonitor and Forbes, aided to outline TT&WH’s current situation and place in the UK and global market. Looking at WGSN and LS:N Global meant the latest trends could be identified and discussed with the intent for TT&WH to apply to their brand in order to stay on top in terms of their competitors. Finally, journal articles provided valuable insight into scholarly research and findings on various topics discussed within this report.
OFFLINE A live briefing from the brand helped to gain insight into the brand’s core competencies, why decisions taken by the brand were made and internal information about their consumer. Although this was an invaluable insight into the TT&WH brand from Boots’ perspective, it is possibly limited as it did not reveal the true customer perception of the brand.
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Fashion Business Solutions Group Report 2019
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WHO ARE TEA TREE & WITCH HAZEL?
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TT&WH believe there is more to life than taking care of your skin, feeling confident within yourself is essential too. Whether customers need daily maintenance or targeted solutions, they have a variety of skincare to help. They have combined the known antibacterial properties of tea tree with the soothing and calming benefits of witch hazel, for clear and healthy looking skin. TT&WH’s product portfolio consists of skincare products for every skin type for customers to find the right regime. In combination with their main ingredients - tea tree and witch hazel, the activated charcoal range is perfect for skin needing a deeper cleanse without over-drying the skin. The berry range is made for controlling shine and providing a revitalising skincare experience. The foaming face wash, spot wand and cleansing gel are just some of the products that TT&WH offers in Boots in-store and online.
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Fashion Business Solutions Group Report 2019
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Written by: Agnija Proof read/ edited by: All Designed by: Agnija
Fashion Business Solutions Group Report 2019
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MASLOW’S HIERARCHY OF NEEDS
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The Maslow's hierarchy of needs pyramid starts with most basic physiological needs like food, water and sleep, and ends with most complex need - self-actualisation. As TT&WH is a brand who believes in self-confidence and wants to help women with their skin problems, the ‘self esteem’ level is where they are situated. Esteem need is all about appreciation and confidence. According to a Clarisonic study, 31% of UK respondents said that they feel more confident when their skin is clear and healthy (Utroske 2016). TT&WH provides everyday products that can help raise consumers self-esteem by clearing and calming their skin.
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Fashion Business Solutions Group Report 2019
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BRAND ARCHITECTURE CLEANSE
CARE
FIX
BEST SELLERS
Cleansing
Moisturising
Pore Strips
Spot Wand
Wipes
Night Gel
Masks
Night Gel
Face Wash
Night Gel
Exfoliating Pads
Toning
Spot Wand
Charcoal Mask
The brand architecture demonstrates how a company categorises themselves. The structure above shows how TT&WH present themselves and their product range online.
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CHARCOAL
BERRY
TRAVEL MINI’S
Face Mask
Face Scrub
Moisturising
Face Wash
Face Wash
Face Scrub
Face Scrub
Moisturising
Face Wash
Pore strips
Written by: Chloe Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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MARKET HEALTH
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2017 has seen a growth of 2% in the UK Skincare & Suncare category, putting it ahead of the Toiletries market, which is declining at 1.6% year on year. The subcategories of Face and Lip care have both contributed positively to the rising percentage. It is good to note that generally, the category is growing because people are spending more on products, not necessarily purchasing more products or more frequently (Boistelle 2018). Facial Skincare has continued to perform well in the UK in 2017. This has led to shopper gains particularly for cleansers, with L’Oréal, Garnier and Private Labels boasting new shoppers. As the UK population ages, more women are joining the skincare category through purchases of anti-ageing skincare products. However, overall anti-ageing is in decline, so it is products not specifying the target age that is driving growth in Facial Skincare. Innovation means there are far more products to choose from. Micellar water is an excellent example, that boomed in 2017. Also, Instagram influencers and celebrities have boosted the popularity of specific skincare products, especially face masks (Boistelle 2018). The women’s facial skincare category saw strong growth in value in 2017, increasing by 4% to reach £1.15 billion, boosted by increasing penetration of skincare products. The market is expected to continue to grow, in the best-case by 26% from an estimated £1.18 billion in 2018 to £1.49 billion in 2023 or the worst-case increasing by 4% to £1.23 billion. Mintel expects the category to rise by 15% to £1.36 billion by 2023, however, driven by GDP and the population of women aged 16-54 (Mintel 2019) . The teen market presents opportunities. The population of women aged 15-19 is predicted to increase by 3% in the period 2017-22 presenting opportunities for skincare targeting this demographic. Mintel’s Managing Skin Conditions – UK, July 2017 shows that 56% of women aged 16-24 experience spots, highlighting the importance of the skin concern to this demographic. Recent years have seen beauty bloggers and vloggers drive awareness of skin conditions, such as Em Ford, whose video about acne bullying went viral in 2015. Body positivity messages could impact the way advertising of spot treatment products are perceived amongst this demographic, driving the need for more realistic models (Mintel 2017).
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Fashion Business Solutions Group Report 2019
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BRAND POSITIONING Organic Ingredients Organic Ingredients
Affordable Affordable BrandBrand
Premium Premium BrandBrand
Scientific Ingredients Scientific Ingredients
This positioning map highlights the key brands within the Boots portfolio to portray an overview of the competitors for TT&WH in-store and online. The brand is the leader in affordability alongside Simple and Garnier, who also excel in the use of organic ingredients. Less direct, premium competitors like Liz Earle and Origins have a higher price point but can still be a source of inspiration for new innovations in the organic skincare market that could trickle down to the high-street. The affordable and scientific ingredient category appears highly saturated, and so TT&WH should continue using organic ingredients but with a revolutionary twist to obtain a competitive advantage within its distribution.
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Prevention Prevention Focussed Focussed
Post-Teen Post-Teen Market Market
Pre-TeenPre-Teen Market Market
Treatment Treatment Focussed Focussed
This positioning map shows the range of brands who cater to teenage skin, from pre-teens (11-13-years-old) to post-teens (19-21-years-old) and whether they focus on prevention or treatment of imperfections. From the number of brands situated in the centre of the map, it is evident that the teenage market is hugely saturated. These items are most commonly treatment focussed and work by targeting blemishes and acne-prone skin. The teenage to post-teen market is equally as crowded with the products spreading over the prevention category as well, making this area an undesirable position for a small brand like TT&WH as they are completely overshadowed by The Ordinary, La Roche Posay and Clearasil. Notably, the pre-teen to teenage market appears completely uncatered for, especially with a lack of products that are gentle to young skin and work to prevent blemishes as puberty begins - not how to get rid of them once they occur at 14/15 years old. This could be a niche area TT&WH could explore in order to differentiate themselves in an already crowded market.
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PORTERS 5 FORCES
Threat of New Entrants TT&WH are under threat from new entrants. New skincare brands or extension lines from other brands are regularly entering the market. New entrants could encourage TT&WH’s current customers away from the brand. To ensure this does not happen the brand needs to develop a loyal consumer base. Therefore this will be high risk.
Threat of Substitute Products The skincare market is highly saturated. Due to the fact that TT&WH focus on two key ingredients, the threat of substitute products is high. Other tea tree lines are available from Superdrug, Kiehl’s, The Body Shop and Dr Organic, to name a few. Therefore TT&WH have minimal power in this section due to the large risk of substitution. TT&WH need to stay on top of the game with innovations to create and maintain customer loyalty. Therefore this will be high risk.
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Competitive Power/Rivalry TT&WH face competition regarding price and product amongst consumers. Consumers are likely to shop around and choose a product to suit their price point. For many consumers, TT&WH’s relatively low price point will suit their need. This gives TT&WH power in this section as most other tea tree lines are at a higher price point. Therefore this will be low risk.
Bargaining Power of Supplier Due to the nature of ingredients used being natural, there will not be a vast amount of suppliers, meaning TT&WH cannot switch suppliers quickly or easily giving the supplier great power. This could be an issue as the supplier could increase prices meaning TT&WH would have to push their product prices higher which would have a negative impact on the consumer. Therefore this will be high risk.
Bargaining Power of Buyer Due to the nature of skin care products being used daily, a regular user of TT&WH’s products will regularly be purchasing which means they can easily substitute for other products. There will be no switching cost to the consumer as they would merely buy elsewhere making switching brands even more attainable. Due to the ease for the consumer to switch products or use other brands gives the buyer huge power over the brand. TT&WH need to create a strong, loyal customer base to prevent customers from turning to other brands. Therefore this will be high risk.
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KEY TRENDS BRANDLESSNESS Brandlessness is increasing in popularity, premium products are being sold for lower prices to strip out ‘brand tax’. Refining focus on high-quality product and affordability, the trend also aims to add more transparency into ethics and manufacturing processes. Brandlessness also focuses on simple but beautiful packaging, an example of this is the packaging used by The Ordinary.
PLASTIC & SUSTAINABILITY The past couple of years has seen a complete attitude change towards plastics, especially one-use products such as carrier bags, water bottles and packaging. Brands such as BullDog and Bybi are leading the way by using natural sugar-cane to produce polyethylene, which is then made into a green plastic alternative. The sugar-cane plastic has the same benefits of regular plastic regarding purpose but is 100% recyclable and biodegradable. TT&WH need to make themselves stand out in a saturated skin care market, and using 100% sustainable packaging could be an excellent way to start.
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VR/EXPERIENCE ECONOMY "Creating a unique shopping experience is crucial." (Norbert Rickert 2018)
Although customers can buy almost every item they need on the internet, the majority prefer to feel and see the products in real life before making a purchase. It is vital that every customer feels happy and welcomed in any retail store, and that is why many retailers create a unique shopping experience in-store. The customer experience trend is growing and becoming more important for retailers every year. According to Motorola Solutions Future of Retail study (2018), “74% of retailers agree that bilateral shopping experience will be one of the key elements for a successful business.” All retail brands use different methods to create shopping more exciting for their customers, one of the newest approaches is incorporating virtual and augmented reality in-store. With the help of virtual reality, retailers can build a new world for customers which engages on an emotional level. Augmented reality is an interaction with overlaying digital information to objects. Goldman Sachs (2016) forecasts that VR and AR market will reach £1.2 billion by 2025.
Whilst conducting primary research by investigating shops in London, Charlotte Tilbury's Magic Mirror is one of the examples found of how AR is used in-store. The Magic Mirror helps customers to virtually experience each of Charlotte's make-up looks on their faces and encourages people to discover new shades before deciding what to buy. However If a brand is going to use VR, it needs to be done correctly as bad quality content can impact negatively on the brands image.
Creating a unique shopping experience by using VR and AR is not the only route to take to attract customers to the brand. Personalisation counters, large size product samples and offering customers premium herbal tea when they enter the store (Please see appendix 1) are other ways to create a unique shopping experience. A great example of personalisation is Birchbox’s counter where customers can fill their own Birchbox so it is functional and unique to each consumer.
“A compelling in-store shopping experience where shoppers can easily see, feel and try-out products — coupled with stellar inventory management to ensure product is in stock — can make or break physical retailers.” (RetailDIVE, 2018)
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Fashion Business Solutions Group Report 2019
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ATH-BEAUTY The growing athleisure trend has begun to influence the beauty industry through the emergence of a term known as ath-beauty. This involves a much more proactive and less superficial approach to skincare, by not only offering products to improve the outer appearance but also to improve one’s inner wellbeing and mental health. Inner and outer beauty are often correlated, and so one influences the other, making both these factors essential in a modern all-round beauty regime. Brands have addressed this trend through offering yoga regimes and digestion-boosting tips, to incorporate into one’s daily routine. Also, involving mindfulness techniques often used in positive and cognitive psychology, such as a positive thoughts diary which encourages the individual to recognise and deal with their thoughts – no matter how negative. According to the Future 100 Report (JW Intelligence 2017), Generation Z does not respond to large scale ads and expects brands to be open discussing wellness and mental health.
The beauty industry has also moved into the fitness sector and is encouraging an active lifestyle through facial workouts. Face Gym combines product and exercise to tone the face, consisting of a warm-up, strength training, cardio and cool down (Hendry and Yee 2016). This goes beyond anti-ageing by strengthening facial muscles and preventing sagging before it even occurs.
The healing powers of gemstones have been harnessed in skincare as the skin requires minerals, vitamins and water for a healthy appearance. All solid objects have a vibrational energy but as our bodies are made from mostly water and liquids are less stable, they produce less steady vibrations. Minerals have a higher frequency than the body so will travel towards weaker cells to balance them, this makes them extremely effective in targeting issues like redness - deeply penetrating the skin to work on a profound cellular level. It has been used for centuries in ancient, Eastern medicine and it is believed Cleopatra bathed in rose quartz infused water due to its strong healing benefits and anti-ageing properties. Diamonds are a popular stone used in skincare as they are a natural exfoliant helping to remove toxins and purify the skin, promoting the regeneration of cells. Jade has been used for centuries in Chinese beauty and this is where the iconic face rollers originated. The cooling stone helps puffy skin by eliminating excess fluid so increasing circulation and improving skin elasticity. Rubies have also been used in skincare to boost the appearance of the skin and restore radiance.
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MENS FACIAL SKINCARE For the majority of men, the concept of skincare has barely entered their vocabulary, let alone their bathroom cupboards. The change in the idea of masculinity driven by recent campaigns, as well as the advancement of technology in the category has stimulated interest amongst men. There has been a shift in men's view of skincare, and increasingly more men are now starting to take care of their appearance and stick to a skincare routine. There is not a vast range of male skincare products on the market. However, there is a clear, distinctive difference between the textures of male and female skin with men’s skin being 25% thicker than Women’s. As well as rougher and more oily, due to hormone testosterone and more active sebaceous glands (Alter for Men 2019). While men are increasingly paying more attention to personal hygiene and their skincare regime, there is still a considerable large portion of men who judge grooming as a feminine area. Still, plenty is being done to make this category more acceptable to ALL MEN.
The men’s facial skincare market is estimated at £92 million in 2018, having fallen over the last few years as men do not feel like they need skin care, and those who do are trading down to cheaper products within a more basic routine (Mintel 2019). Mintel predicts the market to decline to £80 million by 2023, however, influenced by the population of men aged 45+ and their attitude towards skincare. The short term, the market needs to find a way to relate to older men, while ensuring the engagement of younger men is a crucial long-term tactic. According to Kantar market research, a third (33%) of UK men say they use face creams and lotions on their skin. Further, 4% of men claim to use these more than once a day, 11% once a day, 10% once a week or several times a week, and 7% less than once a week (Whitehouse 2018). Little focus is given to men in skincare; their feature in advertising has been relatively two-dimensional, and they are given a trimmeddown education about their skin and the products or ingredients that can help them. The lack of information can lead to disengagement. Men are responsible for buying their own skincare. However, this alters at both ends of the age spectrum; while teenagers are likely to leave this financial responsibility to their parents, the over 65’s are unengaged in the category and hand over the reins. As men become financially independent, they take more responsibility for their skincare and begin to experiment with different brands and products, making 25-44-year-olds the primary target for many brands. However, as 73% of men who use facial skincare buy all the products, they use themselves, it is worth appealing across age groups. (Mintel 2019)
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INGREDIENTS CBD The beauty and skincare market have witnessed the rise in popularity of the ingredient Cannabidiol (CBD), a non-psychoactive derivative of the Cannabis plant, with many niche brands incorporating the multi-beneficial ingredient into their products and, more recently, many mainstream brands following suit. CBD has previously been used to ease the symptoms of mental health conditions such as PTSD and anxiety (Garber-Paul 2018), and has now seen success within skin care products in particular as it is “non-comedogenic so won’t block pores, is rich in antioxidants, especially vitamin E, has anti-inflammatory properties and essential fatty acids for hydration” (Baird-Murray 2018). The CBD industry is said to be worth approximately $591 million in 2018 (Garber-Paul, E., 2018), and according to research conducted by Brightfield Group, is predicted to reach $22 billion by 2022 (Anonymous 2018). Despite the recent increase in the use of the ingredient within skin care and predicted growth of the industry, CBD may be profoundly challenged by consumers due to the negative connotations of the origin of the ingredient. Brands choosing to incorporate the ingredient within their products will need to educate their customers on the benefits of CBD, and perhaps more importantly, distinguish the difference between the psychoactive derivative of Cannabis (THC) and the non-psychoactive qualities of CBD (Bair-Murray 2018).
CLIMATE CHANGE The terms ‘natural’ and ‘organic’ have been used in abundance in recent years to market beauty and skincare products to combat harmful chemical ingredients most associated within the industry, such as parabens. However, it is argued that coining the term ‘natural’ is not necessarily a benefit and can be equally as harmful to the user as well as the environment (Shearman 2017). More beauty and skincare brands are now turning to laboratory made ingredients and bio-engineering in a bid to offer a more environmentally and human-friendly alternative to the possibly detrimental ‘natural’ ingredients as well overcome the impact of climate change on growing crops and raw materials (Bailey 2018). According to the WGSN Macro Forecast Team, “thanks to scientific breakthroughs such as bio-engineering, we will have the ability to re-make nature to fit our needs, and develop more sustainable systems in the process” (2018).
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Written by: Mishka Proof read/ edited by: All Designed by: Chloe
POLLUTION Modern day pollution is an issue which is having a huge impact on the beauty industry. In recent dermatological studies, it has been highlighted that day in, day out exposure to pollution from exhaust, smog, smoke and even extreme climate can cause dehydration, acne, ageing, dullness and sensitivity (Stenzel 2016). Therefore, with the current impact pollution is having on the beauty industry a gap has been created within the market. The need for anti-pollution skincare is now more necessary than ever. The market for the sale of pollution combating skincare products in Great Britain saw growth of 30% in the period from January to June 2017 (Cosmetic business 2017). However, the brands who are offering anti-pollution skincare products are those of higher end. The gap in the market hasn’t yet been majorly touched upon within the retail beauty market. Primary research has indicated that 91% of people are actively concerned by the current pollution levels. Alongside this, 84% of those are interested in a pollution protecting product.
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Fashion Business Solutions Group Report 2019
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SHOP SAFARI
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A trip to London to view current skincare trends and look at how TT&WH is presented in store was conducted by the team as part of offline primary research. The following observations where made: •
The TT&WH line is often found at the back of the store, and therefore not in a high traffic area. The line was often hard to find, meaning consumers would not necessarily find the range if they where looking for skincare.
•
Shelving was quite often broken or had lights missing, meaning the products where not lit to the same level as its competitors making the shelf look uninviting.
•
The product line was often porely stocked with empty shelves, making the range look bare.
•
As highlighted in the middle image the range was quite often stocked next to other products, the third shelf down has Nip + Fab products which diluted the impact of TT&WH as Nip + Fab is a more expensive well known brand.
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Fashion Business Solutions Group Report 2019
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RESEARCH INSIGHTS (KEY FINDINGS) 86% As a form of primary research, a survey was conducted to find out general quantitative research of people’s perception of skincare and their skincare routines. This online survey was produced on SurveyMonkey and received 100 respondents from both Males and Females. 86% of respondents were female, compared to 14% only being male.
14%
(Please see Appendix 2 for survey questions and responses)
16-18 19-21 22-25 26-30 30+
This survey was targeted at a broad demographic, providing every opportunity to gain valuable insight into skincare regimes across different age groups. 4% of respondents were aged between 16-18, 38% were aged 19-21, 9% were aged 22-25, 5% were aged 26-30 and 44% were aged 31+. Although the majority of respondents were not from the intended target audience of TT&WH, a broad overview was generated from the results. Alongside this survey, another one will be produced, we a more refined target audience and more specific questions, which are related to TT&WH and new concept ideas.
Brand perception for TT&WH was surprising, to say the least. The survey indicated that 41% of respondents hadn’t heard of the brand beforehand. Whereas 20% had heard of the brand as they used it when they were younger. 6% of respondents currently use TT&WH products. However, the majority of people who had recognised the brand (32%) recognised the product from shopping in Boots. Common associations to TT&WH were that the products are soothing, fresh, natural, and were commonly used when respondents were younger and first started to breakout with spots.
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41% have not heard of the brand
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TT&WH products are designed to tackle a variety of different skin types, with emphasis on a unique blend of antibacterial tea tree oil and skin calming witch hazel for clear and healthy-looking skin. The survey highlighted that the majority of the respondents battle with combination skin (52%), 32% battle with dry skin, 30% have sensitive skin and 18% suffer from spot prone and oily skin.
sensitive skin 30%
7% 25% 37% 31%
spot prone and oily skin 18%
dry skin 32%
combination skin 52%
When asked what types of ingredients the respondents prefer in their skincare, 7% of them preferred scientifically produced products, 25% preferred natural, organic ingredients. However, the majority of those preferred both (37%). Whereas 31% said, it doesn’t affect their purchasing decision.
10% Loyalty to a strict skincare routine was a question asked within the survey. The findings were that 29% of respondents had a strict skincare routine which was completed daily. 33% had a skincare routine, but they didn’t stick to it all the time, 28% of respondents didn’t have a skincare routine but use skincare products. Compared to 10% of respondents who don’t have a skincare routine, and don’t use any skincare products.
10% don’t use skincare products or have a routine
Understanding the consumers purchasing decisions and their behaviours towards choosing their skincare products, was a key area within the survey. More than half of respondents (52%) said packaging doesn’t affect their purchasing decision, as long as the product works, they’ll buy it regardless. Compared to 35% of respondents who said they’re less attracted to products if the packaging isn’t visually appealing but would still consider purchasing the products. Only 13% of respondents said the packaging/branding of skincare products effects their purchasing decision; they wouldn’t buy something unless it’s visually appealing. Alongside this, 57% of respondents said they are conscious when buying skincare products that they are sustainable. Compare to 43% of respondents aren’t conscious that their skincare products are sustainable. From the result received from this survey, a second survey will be created. This time being more specific to the target audience of TT&WH. Also, with more specific questions.
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SWOT ANALYSIS 1. Boots was the number one for retail sales in womens facial skincare in 2017, reaching £416.4 million, with 36% market share (Khanom, 2018). 2. Available in most boots stores means it’s easily accessible to a wide customer range. 3. Core ingredients of TT&WH claim specific benefits such as calming, soothing and anti-inflammatory properties. 4. Extended ranges such as Charcoal and Berry ranges, with Charcoal performing particularly well among their target demographic of ‘early 20 somethings’. 5. Cleanse, Care and Fix: clear categories for customers to shop, and skincare routine to follow.
s
Strengths
o
1. Approximately 55% of respondents favour “green, clean and natural features or characteristics” in new Opportunities products launches and innovation in 2018 (Euromonitor a, 2018). 2. 91% of survey respondents stated that current levels of poullution is an active concern for them. (please see appendix 3)
3. Statistics from the UN estimate that two-thirds of the world will be living in water-stressed conditions by 2025 (Yee 2019). 4. The population of women aged 15-19 is predicted to increase by 3% in the period 2017-22 (Khanom 2018). 5. According to Mintel, 52% of men feel mainstream skincare brands give too much attention to womens skincare (Fisher, A., 2018) and therefore feel under-represented. 6. The increased popularity of CBD in skincare products.
1. Plastic packaging. 2. No information regarding its recyclability. 3. In a secondary survey 1 in 5 people shared the opinion that TT&WH is for a young spot prone teen, (i.e. younger than the target audience they specify). 4. In store merchandising is not in a prominent location, and is poorly stocked. 5. No specific information about tea tree and witch hazel ingredients. 6. Very few social media followers (only 1,105 followers on Instagram, and all images are from other accounts).
w
Weaknesses
1. Climate change will have a detrimental impact on crops and natural ingredients grown or skincare products (Bailey 2017). Threats 2. Womens skincare market is very saturated with tea tree and witch hazel having to compete with well established premium and mass brands. 3. Uncertainty surrounding Brexit negotiations could have a detrimental impact on consumer confidence and in turn consumer spending. 4. Mens Skincare market is predicted to decline in £12 million by 2023 to £80 million (Fisher 2018).
t
Posner states that “the real purpose of the SWOT is to use the information to determine how to capitalise upon a company’s internal strengths, using them to create opportunity and potential or to determine how strengths could be best employed in order to overcome threats in the market” (2015). With this in mind, a thorough SWOT analysis has been conducted for this report in order to have a comprehensive understanding of the internal strengths and weaknesses of the TT&WH brand in conjunction with any external opportunities and threats the brand is most likely to face in the future. A TOWS analysis allows for further analysis of the aforementioned factors and identifies potential business opportunities for the brand.
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Fashion Business Solutions Group Report 2019
Written by: Mishka Proof read/ edited by: All Designed by: Chloe
TOWS ANALYSIS 1. Utilise the Boots brand generous market share to create a waterless product range and spread awareness of it. 2. Incorporate CBD into a specific CBD collection that complements existing core ingredients and bring CBD into a mainstream market. 3. Re-position and target teen market with tea tree and witch hazel benefits of combating acne prone skin. 4. Expand into mens skincare range that’s simple and affordable.
1. Create a product that adresses current polution issues (pollution protection) to re allign the target audience with perceptions. 2. Combat plastic packaging and cater to ‘green and clean’ consumer by introducing a sustainable skincare range with recycled/recyclable packaging. 3. Create a refillable product range that eliminates the use of plastic and accommodates an ethical minded consume whilst giving them an added experience and personalisation. 4. Create social media campaign to educate customers on TT&WH.
o&s o&w Utilise bio-engineering to create ingredients that replicate the benefits of tea tree and witch hazel as a solution to growing natural ingredients that may be affected by climate change.
Written by: Mishka Proof read/ edited by: All Designed by: Chloe
T&S t&w
Utilise social media platforms such as instagram to showcase the benefits of TT&WH products, as well as to highlight the competitive price point of TT&WH.
Fashion Business Solutions Group Report 2019
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CONTEXUAL DRIVERS GLOBALISATION Less than ten years after the launch of e-commerce, 54% of European e-shoppers have made a cross-border purchase. 10.5m overseas trips were made by Chinese residents in 2001 in comparision to 145m in 2017 which is an astounding increase of 1,380%. Meaning a large proportion of people walking into Boots and buying Boots own brands are not UK consumers. For the cosmetic industry, this means that when creating new products a focus on a single market will no longer be suitable. Multiple markets and multiple consumer behaviours and concerns need to be addressed (Lee-Thompson 2019)
CULTURAL DIVERSITY & INCLUSIVITY -1 in 50 Brits now considers her/himself mixed race. -Nearly 1 in 16 children under five is mixed race. -1 in 8 children in London are mixed race (Lee-Thompson 2019). Companies are under massive pressure from consumers to be as diverse and inclusive as possible. Beauty brands, in particular, are criticised for the lack of products targeted at ethnic skin and lack of shade range in makeup products. Below shows the shade range of YSL’S which is among those that have been critiqued. If TT&WH where to launch a product with a colour range they will have to be mindful of this.
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Fashion Business Solutions Group Report 2019
Written by: Chloe Proof read/ edited by: All Designed by: Chloe
RESOURCE SCARCITY ‘By 2030, water demand could outstrip supply by 40% and 2/3 of global consumers will live under water stressed conditions by 2025’ are two facts that will affect Boot’s consumers in their lifetime. (Lee-Thompson 2019)
TT&WH use two natural products that have to be grown; in this process, water will be involved to raise the crop. With predicted water shortages TT&WH may have to look at bioengineering its products to reduce water use. Adding water-based oil-stripping products to the skin will strip the oil, but unlike popular belief, it does not do the skin any good. Stripping the skin from natural oils encourages it to produce more oil. Oily skin can be combatted by adding oil-based products to the skin to slow down production. This means oil based waterless skincare products could benifit the planet as well as the skin.
Written by: Chloe Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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IDEA GENERATION Parallel Worlds- (Ideas generated by looking at other industries, products and themes non related to skincare, and then apply to skincare) • Cannabis oil - medicinal marijuana soda • Sensory stimulating products - eucalyptus (Kombucha drink) • Memorable/emotional experience - bubble clay mask • Popping candy sensation (Kombucha drink) • Pollution sensor to release moisture when needed (harvesting desert frog) • Refillable’s • Sugarcane plastic • Glass bottles • Adaptogens -herbal pharmaceuticals • Collaboration with celebrities • Collaboration with influencers • Bioengineering to grow Tea Tree and Witch Hazel - reduce water consumption and land degradation • Water activation Disruptive Thinking- (Ideas generated by taking ‘skincare norms’ and flipping them to get the opposite) • Oil based products - replenish damaged skin • Water dries out the face - a waterless formula offers more hydration • 3 in 1 - cleanser, toner, moisturiser • 2 in 1 - cleaner, moisturiser • Tinted moisturiser to workout in - provides coverage, chemicals to nurture skin when sweating • Mascara for sleep - lash serum • Deodorant to wear overnight and lasts into the next day • Capsule formula Random Connections- (Ideas generated by having a box of random items and then making a skincare product connection, i.e there was a toy scorpion in the box)
• • • • • • • • • • Page.33
Scorpion like skin - men’s is 25% thicker Glow in the dark face masks Vegan ingredients Soothing serum for irritations Gemstone healing properties Birthstones - personalisation Face rollers Supplements - ingestible powders Eye mask - tiredness, dryness Petal/mineral infused facial spray Fashion Business Solutions Group Report 2019
THEMING IDEAS Sustainable packaging • Refillable bottles/ tubs • Glass bottles • Sugarcane plastic
Organic Ingredients • Oil based products - replenish damaged skin • Mascara for sleep - lash serum • Deodorant to wear overnight and lasts into the next day • CBD oil (medicinal marijuana soda) • Sensory stimulating products - eucalyptus (Kombucha drink) • Vegan ingredients • Soothing serum for irritations • Adaptogens
Written by: All Proof read/ edited by: All Designed by: Chloe
Male Grooming • Scorpion like skin - men’s is 25% thicker
Experience
Laboratory Ingredients • • • •
3 in 1 - cleanser, toner, moisturiser 2 in 1 - cleanser, moisturiser Eye mask - tiredness, dryness Water activation
Wellness
• Memorable/emotional experience - bubble clay mask • Popping candy sensation (Kombucha drink) • Glow in the dark face masks • Sensory stimulating products - eucalyptus (Kombucha drink) • Meditation
• Tinted moisturiser to workout in - provides coverage, chemicals to nurture skin when sweating • Pollution sensor to release moisture when needed (harvesting desert frog) • Gemstone healing properties • Birthstones - personalisation • Face rollers • Supplements - ingestible powders • Petal/mineral infused facial spray • Meditation
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BRAND INNOVATION STRATEGY Ambition/Objectives (Innovation Challenges)
• • • • •
Opportunity
Opportunity
Opportunity
Experience
Sustainable Packaging
Laboratory Ingredients
N.P.D Bubble clay mask Popping candy sensation Glow in the dark face masks Sensory stimulating products Meditation
N.P.D • Refillables • Glass bottles • Sugarcane plastic
• • • •
N.P.D 3 in 1 - cleanser, toner, moisturiser 2 in 1 - cleaner, moisturiser Eye mask - tiredness, dryness Water activation
Ambition/Objectives (Innovation Challenges)
Opportunity Organic Ingredients
• • • • • • • •
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N.P.D Oil based products Mascara for sleep Deodorant to wear overnight and lasts into the next day CBD oil Sensory stimulating products Vegan ingredients Soothing serum for irritations Adaptogens
Opportunity
Opportunity
Mens Skincare
N.P.D • Mens moisturiser • Mens scrubs, masks & clensers
Fashion Business Solutions Group Report 2019
Wellness
• • • • • • • •
N.P.D Tinted moisturiser - provides coverage, whilst nurturing skin Pollution sensor/protector Gemstone healing properties Birthstones - personalisation Face rollers Supplements - ingestibles Mineral infused facial spray Meditation Written by: All Proof read/ edited by: All Designed by: Chloe
NEW PRODUCT IDEAS New product development ideas from the opportunity platforms have been combined to create realistic product ideas. The combinations are as follows:
Idea One Gemstones + meditation experience + soothing oil based + infused facial spray + waterless - Gemstone infused serum spray (refillable option for extension) Idea Two Pollution protector + tinted moisturiser + 2in1 + sensory stimulating + tinted moisturiser - Pollution protecting tinted moisturiser Idea Three CBD + capsule + memorable experience + water activated + organic oil - CBD infused face mask in a water activated capsule Idea Four Mens + CBD + tinted moisturiser - CBD oil infused blemish bar for spot coverage Idea Five Ingestibles + adaptogens + waterless - A capsule pill that is taken like a vitamin to gain TT&WH healing properties internally
Written by: All Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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PRIORITISING IDEAS Brand Stretch -needs a strong USP to stand out
New Horizons- market and brand changing
Pollution Detector
New
Men’s Skincare
Brand’s Degree of Stretch
Ingestibles
Meditation Experience
CBD Oil Glass Bottle Refills Gemstones
Current
Organic Oils Infused Spray
Sustaining Innovation
Breakthrough Innovation
Low (No unmet needs) Market Saturated
High (lots of unmet needs) Market not Saturated
To what extent is the market saturated?
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Fashion Business Solutions Group Report 2019
Written by: Chloe, Mishka, Rachel & Agnija Proof read/ edited by: All Designed by: Chloe
Idea
Mens Skincare Gemstones
Pollution
CBD
Ingestibles
Likely Consumer (wow factor)
4/10
8/10
9/10
8/10
8/10
Brand Fit
2/10
7/10
8/10
5/10
6/10
Distinctiveness (how new and different?)
6/10
8/10
10/10
7/10
10/10
Incremental Growth (I.e. low substitution)
10/10
7/10
10/10
5/10
10/10
Total
22
30
37
25
34
Ratings out of 10. The higher the total number the higher the innovation score.
Three ideas have been chosen from the five presented. The three consists of: - Gemstone infused serum spray - Pollution protecting tinted moisturiser - CBD infused face mask in a water activated capsule
Written by: Chloe, Mishka, Rachel & Agnija Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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NEW PRODUCTS RATIONALE
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Fashion Business Solutions Group Report 2019
The three ideas chosen to take forward are: Idea 1: Gemstone infused serum spray Idea 2: Pollution protecting tinted moisturiser Idea 3: CBD infused face mask in a water activated capsule Idea one, two and three offer the most potential for concept development due to the combination of advanced, emerging ingredients fused with an environmental factor to make them relevant for today’s conscious consumers. Idea one focuses on the growing ath-beauty trend that targets inner and outer beauty gently and holistically, appropriate for sensitive skin and a generation that demands mental health awareness. Pollution is a present issue for the consumer due to the high quantity of people living in urban areas and the continued globalisation increasing the release of harmful gases. These contain the particle PM2.5 which is smaller than the pores and so enters them easily, increasing the risk of acne and inflammation (Hunt 2018). Idea three compliments the brand’s ingredients by furthering their anti-bacterial and calming properties. There could be a negative perception towards the CBD oil due to the use of cannabis as the healing properties are not widely known; this should be explored in a focus group.
Therefore the ideas that have not been chosen to take forward are: Idea 4: CBD oil infused blemish bar for spot coverage Idea 5: A capsule pill that is taken like a vitamin to gain TT&WH healing properties internally The declining male skincare market (Mintel 2019) increases the already significant risk of an extensive brand stretch that would only be successful with the launch of a line of products. This makes the development of a single male product insufficient to reposition the brand into men’s, increasing the likelihood of the failure of idea four. Due to TT&WH’s target market encapsulating pre-teens and teens, this causes an issue of ingestibles being too intrusive and inappropriate for a younger individual. Therefore idea five would not be suitable for the brand; however, the waterless element should be carried into idea development due to the issue of resource scarcity being prominent in cosmetics as water is used in high quantities. Overall these ideas should help to elevate TT&WH to align with the brand’s perceived target consumer of 18-25 year-olds. The following pages will outline the product and consumer concept for the gemstone infused spray, the pollutuion protecting tinted moisturiser and the CBD infused capsule face mask.
Written by: Chloe, and Rachel Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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CONCEPT DEVELOPMENT Headline: Gemstone infused facial oil spray. Core Consumer: 18-23 year-old with a busy working lifestyle. Problem Insight: The consumer suffers from problem skin but does not have the time or knowledge to develop a skincare routine to combat blemishes and irritation. An interest in wellness is prominent due to a slightly lower mental health, meaning a quick, easy, unique product that can improve inner and outer beauty is desired. Benefits: The product is functionally beneficial as it hygienically applies through a spray nozzle, ensuring no mess as well as a fast application for a small touch of luxury even in a busy schedule. Additional tips to improve wellness will be included in the instruction leaflet to offer advice to a generation who expect brands to be open discussing these issues. It is emotionally beneficial as the gemstone jade offers a calming effect to the mind, whilst reducing inflammation by fighting against the bacteria under the skin. Therefore when combined with tea tree and witch hazel an effective, yet soothing spot-targeting formula is created. Reason to Believe: The product does not require hand application and so prevents the spread of bacteria from blemishes, reducing the likelihood of breakouts. An oil tea tree and witch hazel formula replenishes damaged skin and aids the control of natural oil, resulting in a less oily complexion over time. As pieces of jade are inside the glass bottle this makes certain every spritz contains a high concentration of ingredients that are not watered down. The product is made from recyclable glass and a waterless solution to address environmental issues, particularly the scarcity of resources. Summary Statement: Targeting blemishes hygienically and quickly to suit a fast-paced lifestyle, whilst also addressing the importance of inner beauty and holistic healing.
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Fashion Business Solutions Group Report 2019
Written by: All Proof read/ edited by: All Designed by: Chloe
CONSUMER CONCEPT Clearer skin? Clearer mind? A clear solution! The revolutionary Jade Spritz ensures a rapid, hygienic blemish solution that provides holistic healing and energized skin. The gemstone infused facial oil spray uses ancient, eastern medicine to heal the skin through the transfer of vibrational energy which balances the mind and soul. When combined with the natural ingredients: Tea Tree and Witch Hazel, it reduces inflammation and fights under the skin bacteria. Making it an effective, yet soothing spot targeting formula. The oil-based solution ensures a high concentration of ingredients in every spritz, whilst giving essential moisture to aid natural oil control. This new, luxurious product provides clearer skin with three sprays, providing a pampering experience without the time commitment. Giving a touch of luxury in any busy schedule. Available with wellness tips and advice to achieve an all-round beautiful self.
Written by: Rachel Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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CONCEPT DEVELOPMENT Headline: Pollution protecting tinted moisturiser. Core Consumer: 20-25 year-old living or working in a busy city. Problem/Insight: Clogging pores with heavy makeup on daily basis and polluted air can cause premature ageing. Combining skincare regime with a make-up product will facilitate consumers everyday routine. Benefits: The product helps to prevent pollution from entering pores. Gives consumer confidence by covering and healing their problem skin at the same time. Reason to Believe: A particulate PM2.5 found in pollution is smaller than the pores and whilst using this product, consumer will have smoother and protected skin from harmful bacteria entering their pores. Summary Statement: Integration of pollution protecting into your everyday makeup routine.
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Fashion Business Solutions Group Report 2019
Written by:All Proof read/ edited by: All Designed by: Chloe
CONSUMER CONCEPT Pollution preventing tinted moisturiser is a specially formulated product which prevents pollution from entering your pores. Avoid clogging your skin with heavy foundation - use this tinted moisturiser to protect your skin from ageing! This pollution preventing moisturiser is a 2in1 product as whilst giving you high coverage, it will also heal your acne prone skin. With the help of tea tree and witch hazel your skin will be smooth and purified all day long. Use this revolutionary make-up product to cover your problem skin whilst healing it and do not worry about polluted city air affecting your skin!
Written by: Agnija Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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CONCEPT DEVELOPMENT Headline: CBD face mask in a capsule. Core Consumer: 16-21 female, busy lifestyle, curious about new ingredients and values experiential products and services. Problem Insight: Acne prone skin, busy lifestyles and very strapped for time. Still wants to be revolutionary, inspirational among peers. Benefits: Sensory, portable, shareable, easy to use, combined benefits of tea tree, witch hazel and CBD. Reason to Believe: anti-inflammatory and anti-bacterial properties of tea tree and witch hazel, CBD is rich in vitamins, stimulates collagen production which helps combat signs of aging and has been used to treat eczema, acne, rosacea and psoriasis. Summary Statement: Making scientifically proven ingredients accessible and portable for use in an everyday busy lifestyle.
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Fashion Business Solutions Group Report 2019
Written by: All Proof read/ edited by: All Designed by: Chloe
CONSUMER CONCEPT The TT&WH Cannabidiol (CBD) face mask capsule is made with a busy, innovative and pioneering woman in mind. Tea Tree and Witch Hazel have been used for many years and known for their healing properties that help calm and alleviate acne and problem skin issues. Combined with the anti-inflammatory and vitamin rich powers of CBD, which has been used to treat everything from eczema to anxiety, our innovative face mask capsules relieve problem skin as well as provide more holistic wellbeing, from the outside in. Our CBD face mask capsules are designed to fit around a busy schedule and are encased in a soluble casing that dissolves in your hand, eliminating excess product waste as well as unnecessary packaging, allowing for refreshed skin anytime, anywhere. Just what skin has been waiting for.
Written by: Mishka Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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PRODUCT EVALUATION
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A focus group and survey (Appendix 4) was conducted for our three concept ideas in order to establish the final product development: Idea 1: Gemstone facial spray Idea 2: CBD capsule face mask Idea 3: Pollution protecting tinted moisturiser The survey showed that the issue of pollution was the most relevant topic for 18-25-year-olds as 91% said the levels of pollution were an active concern and 84% would be interested in a pollution protecting product. However, the concept of a high coverage tinted moisturiser (idea 3) confused participants as this would imply heavy makeup and therefore blocking pores, so defeating the point of pore protection. Additionally, due to the size of TT&WH as a brand, it would not be economically viable to produce a full-colour range which is a necessity due to the growing inclusivity within beauty. This concept, however, seems most plausible to the consumers out of all the ideas as they have a poor awareness of gemstones (idea 1) and CBD (idea 2) therefore unlikely to purchase these products unless there was a strong scientific backing - they would not believe the claims without this. CBD in the format of a capsule (idea 2) was of interest to the focus group consumers however 3/4 of them would not use face masks as they do not have a skincare routine, making it an irrelevant product in their busy lifestyles. In spite of the lack of scientific research behind gemstones, idea 1 was the preferred product amongst females aged 18-25 who showed an interest in the emerging market of gemstones and our data showed 54% were unaware of the benefits of gemstones but would be willing to learn. After completing the focus group and reviewing the responses and our products, initially, the gemstone infused spray was chosen as the product to take forward. However, after further review, the group began to contemplate the idea, issues such as the consistency and formula of the spray was discussed and the idea was eventually dropped after reviewing brand fit. A facial spray with no other functionality other than the fact it has gemstones in the bottom of the bottle does not match up to the standard of other TT&WH products on offer. Therefore a new product concept was created based on our second survey data. The gemstone ‘malachite’ was discovered which has the necessary scientific backing the focus group demanded and is a key ingredient within pollution protecting products as it supports the skin’s natural defences through combating oxidation - a process heightened by pollution and contributing to blocked pores. From considering the findings of our research, it led us to create our final product development: a pollution protecting primer with malachite extract. A primer formula would be the final stage of morning skincare and so compliment TT&WH’s current skincare range and act as an all-day barrier to the chemicals from not only the air but also from foundation.
Written by: Rachel Proof read/ edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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NEW AND FINAL CONCEPT Headline: Pollution protecting primer with malachite extract. Core Consumer: 20-25 year-old with a busy working lifestyle. Problem Insight: The consumer suffers from problem skin which is heightened from living in an urban area with high levels of pollution. They do not have the time or knowledge to develop a skincare routine to combat blemishes and blocked pores so will apply heavy makeup to cover acne, this contributes to the issue. An interest in wellness is prominent due to a need for balanced spirituality, meaning a quick, easy, unique product that can improve inner and outer beauty is desired. Benefits: The product is functionally beneficial as it hygienically dispenses through a pump, ensuring no mess as well as a fast application for a busy schedule. The gemstone malachite is scientifically proven to include zinc, copper and manganese these elements act as antioxidants which strengthen the skin’s natural defence system and so provides protection from harmful pollutants. It is emotionally beneficial as the gemstone offers a calming effect to the mind by offering balance, which when combined with tea tree and witch hazel reduces inflammation by fighting against the bacteria under the skin. Therefore an effective, yet soothing spot-targeting and pollution protecting primer is created. Reason to Believe: The pump prevents direct hand to formula contact therefore avoiding the spread of bacteria from blemishes into the product, reducing the likelihood of future breakouts. An oil based tea tree and witch hazel formula replenishes damaged skin and aids the control of natural oil, resulting in a less oily complexion over time which makes it the perfect base to makeup. As the malachite extract is integrated into the formula this makes certain every pump contains a high concentration of ingredients. The product is made from recyclable glass to address environmental issues, particularly the scarcity of resources. Summary Statement: Protecting your skin from the harmful effects of pollution and targeting blemishes under your makeup, to suit a fast-paced urban lifestyle.
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Fashion Business Solutions Group Report 2019
Written by: All Proof read/edited by: All Designed by: Chloe
CONSUMER CONCEPT Polluted skin‌ Polluted mind? A pollution solution! The revolutionary pollution protecting primer ensures an all-day barrier to the harmful chemicals from the air and your makeup. In a rapid, hygienic blemish fighting formula that nurtures holistic healing to energize the skin under foundation. This Pollution Protecting Primer with Malachite Extract is made from a copper-rich pollution magnet which supports the skin’s natural defences through combating oxidation - a process heightened by pollution and contributing to blocked pores. Malachite uses ancient, eastern medicine to heal the skin through the transfer of vibrational energy which balances the mind and soul. When combined with the natural ingredients: Tea Tree and Witch Hazel, it reduces inflammation and fights under the skin bacteria. Making it an effective, yet soothing spot targeting primer. The 2-in-1 oil-based formula provides essential moisture to replenish damaged skin and aid the control of natural oil, resulting in a less oily complexion over time. Ensuring the perfect base to makeup. This new, must have product gives you the confidence your skin is protected from the harmful effects of pollution and provides an immediate spot remedy in any busy, urban lifestyle.
Written by: Rachel Proof read/edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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NEW PRODUCT DEVELOPMENT
What is Malachite? ‘A copper-rich pollution magnet and heavy metal scavenger, this ingredient helps support skin’s natural cellular “damage protection” system and neutralise everyday skin-ageing oxidative stress’. (Stenzel 2017) Malachite is a precious gemstone believed to have curative, protective and magical properties. It is known as a guardian stone, worn to transform energy and promote harmony, health and balance. Topically, malachite detoxes and protects the skin from oxidative stress. (Graydon 2018)
This gemstone has proven to be effective in skincare by providing skin nourishing trace elements such as it acts directly on the most prominent free radical “troublemaker” by inhibiting superoxide and increasing the production of the master antioxidant, glutathione. (Graydon 2018)
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Fashion Business Solutions Group Report 2019
Written by: Louis Proof read/edited by: All Designed by: Chloe
WHO IS THIS PRODUCT FOR? The malachite extract which will be used within the primer is ideal for anyone living within an urban city exposed to environmental pollution, anyone looking to prevent the signs of ageing skin, and anyone looking to enhance the health of their skin by increasing antioxidant.
Written by: Louis Proof read/edited by: All Designed by: Agnija
Fashion Business Solutions Group Report 2019
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SIZE OF THE PRIZE
According to the Office for National Statistics, the adult population in the UK reached a total of 66,867,421. TT&WH's target consumers are females aged 20-25, of which the population in the UK is 2,495,810. By identifying the target audience, it is then possible to work out the potential trialists, and finally the potential total market value. Distribution will reach 70% of Boots locations, and finally, it is possible to identify the Total Value for the NPD concept based on the Regular Selling Price (RSP) multiplied by the Year one awareness.
Tables created by Clarke.M 2019
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Fashion Business Solutions Group Report 2019
Written by: Mishka Proof read/edited by: All Designed by: Mishka
Fashion Business Solutions Group Report 2019
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THE 7 Ps PRODUCT: The Pollution Protecting Primer with Malachite Extract targets 20-25 year-olds with a busy working lifestyle. The extract derived from the malachite gemstone consists of three elements zinc, copper and manganese, that act as antioxidants which strengthen the skin’s natural defence system against harmful pollutants. In combination with tea tree and witch hazel, this primer will help to reduce skin inflammation as these ingredients are known for their antibacterial and calming properties. The packaging consists of a glass bottle to avoid disposable plastic use. The product has a pump to avoid bacteria from blemishes contaminating the product.
PRICE: The price of the product mainly depends on production costs such as formulas and packaging. The average price for TT&WH products is around £3,99, with the most expensive product in the range being the 2in1 charcoal nose strips at a price of £6,99. As the primer will use a new ingredient (malachite extract) and will encourage a new range of customers, the new product price will be above average at £7,99.
PLACE: As TT&WH is a Boots own brand, their current ranges are sold in store and online on their website. Boots UK has around 2,500 stores across the UK ranging from local community pharmacies to large destination health and beauty stores. The new product will be sold only in Boots stores, and on the boots website. Testers of the new product will be displayed in-store on the try-me stand, so the consumer can smell and touch the primer before purchasing. The product will also be featured as step 4 in the current presentation of the 3 step routine. (Mock-up shown below)
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Fashion Business Solutions Group Report 2019
PROMOTION: TT&WH promote through above the line advertising by engaging with consumers on social media and by having their own Instagram account. Below the line advertising such as discounts and special offers offline and online are also used to promote the brand. The most commonly used promotions in Boots that TT&WH has also applied are 3 for 2 and buy 1 get 2nd half price. The new product will also be advertised through ATL and BTL and information about the product will be included on the banner above samples.
PEOPLE: Employees in Boots will have to know details about TT&WH products to help customers choose the right regime for them. Any questions can be asked by calling the customer service phone number which is indicated on every product and also shown on Boots website. Boots Customer Care can be contacted by email to find out more. The brand also engages with consumers on social media by having competitions and reposting images to the official TT&WH account.
PROCESS: To introduce the Pollution Protecting Primer to customers, a sample will be placed on "try me" stand for customers to experience the consistency and scent of product. Information about the new product will be given by employees and also shown on advertising material above the sample. If products are bought online, unused item can be returned within 35 days for a refund or replacement.
PHYSICAL EVIDENCE: All items in-store should be fully stocked on clean shelves, including samples. Physical evidence of the new product can be given by consumers on social media as TT&WH repost all posts with reviews about their products.
Written by: Agnija Proof read/edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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DOES IT FIT?
A primer is the perfect way to finish your skincare routine before applying your makeup so using a primer that works with other products in the skincare routine ensures the benefits of a good skincare routine are not ruined by a cheap and chemically harsh primer. This product will still contain tea tree and witch hazel so is soothing and healing on the skin, and the Malachite extract gives the skin a powerful boost to help defend itself against polluted air particles. The product enhances the current TT&WH line, and therefore will not cannibalise the brand as it does not replace other existing products. New and existing TT&WH consumers will use this product as it aligns with the brands chosen target audience. Because of the malachite properties it will attract people who do not currently use the brand to buy this product, who will then likely branch out and try other products in the line.
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Fashion Business Solutions Group Report 2019
Written by: Chloe Proof read/edited by: All Designed by: Chloe
RISK AND RESOLUTION Negative perception to gemstones
57% aren’t aware of the benefits
Clear labeling with scientific evidence
Lack of in store merchandising and lack of prominent location
Risk that a new product may go unnoticed
Clear promotion and hype created in store and through social media campaign,
Risk one: ‘Negative perception of gemstones’ Risk: There can be negative connotations with gemstones, as they are linked to witchcraft and holistic healing which is subjective and not everyone will believe in. 57% of respondents were not aware of the benefits provided by gemstones. (see appendix 5) Resolution: Unlike other gemstones, Malachite has proven scientific qualities, so it does not solely rely on its holistic energies. Appropriate labelling and information about the product and its scientific evidence will be included on the banner above the products on the in-store displays, and information will also be available on the boots website. Also, data showed that 60% of the people unaware that gemstones have healing properties would be willing to learn more. (see appendix 6) Proving that there is market interest. Risk two: ‘Lack of in-store merchandising and lack of prominent location.’ Risk: There is a lack of merchandising within the store, in terms of shelving and store position, in a London store the TT&WH line was situated at the back of the store facing the wall, so was not in a high traffic area. This runs the risk of the new product going unnoticed by consumers. Resolution: To combat this another location in store might be considered, but appropriate labelling and advertising for the new product as well as social media campaigns, and generally enhancing the brands Instagram account to increase following and brand loyalty. This will all ensure this new product will not go unnoticed.
Written by: Chloe Proof read/edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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CONCLUSION Overall our new product the ‘Pollution Protecting Primer with Malachite Extract’ is an innovative skin care solution for young women suffering from problem skin. Due to the primer formula consisting of a luxury gemstone this product aims to elevate the brand’s current target consumer (11-16-years-old) to reach TT&WH’s perceived age of (18-25-years-old), helping them to secure a competitive advantage amongst high street competitors - none of which are capitalising on the emerging trend of gemstones. This product differentiates from the existing Boots portfolio due to the uniqueness of the ingredient Malachite but also from the TT&WH brand as a primer is not offered, therefore not cannibalising the range and aiding the brand’s current ‘3-step’ cleansing process. This would attract current consumers to the expand their 3-step cleansing but also draw in new consumers to try other products from the line after using the primer. Through the duration of the new product development process Karen-Lee Thompson’s key considerations model (pictured below) has been considered. (Lee-Thompson 2019) The success of this product could offer TT&WH further brand extension into personalisation of the gemstone extract as there is a huge variety of gemstones offering different benefits. This would allow the consumer to select an extract that suits their specific skincare needs, possibly even allowing them to refill their primers in store with a different gemstone - offering a more hands-on experience and reducing waste. Therefore this product would help to ‘future proof’ the TT&WH brand and lead the way for product innovation focussing on exciting, emerging markets.
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THE CONCEPT
CONSUMER TRUTH
CONSUMER BENEFIT
FEASIBILITY
COMMERCIAL TRUTH
OTHER
Fashion Business Solutions Group Report 2019
Written by: Rachel Proof read/edited by: All Designed by: Chloe
Fashion Business Solutions Group Report 2019
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Fashion Business Solutions Group Report 2019
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