NEW PRODUCTS RATIONALE

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.