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
