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NEW AND FINAL CONCEPT

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SWOT & TOWS

SWOT & TOWS

Headline: Pollution protecting primer with malachite extract.

Core Consumer: 20-25 year-old with a busy working lifestyle.

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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.

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.

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)

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.

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