PRODUCT EVALUATION

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.