1 minute read
CONTEXTUAL 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)
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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.
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.
