DOES IT FIT? & RISKS

DOES IT FIT?

A primer is the perfect way to finish your skincare routine before applying your makeup so using a primer that works with other products in the skincare routine ensures the benefits of a good skincare routine are not ruined by a cheap and chemically harsh primer.

This product will still contain tea tree and witch hazel so is soothing and healing on the skin, and the Malachite extract gives the skin a powerful boost to help defend itself against polluted air particles. The product enhances the current TT&WH line, and therefore will not cannibalise the brand as it does not replace other existing products.

New and existing TT&WH consumers will use this product as it aligns with the brands chosen target audience. Because of the malachite properties it will attract people who do not currently use the brand to buy this product, who will then likely branch out and try other products in the line.

RISK AND RESOLUTION

Negative perception to gemstones 57% aren’t aware of the benefits Clear labeling with scientific evidence

Lack of in store merchandising and lack of prominent location Risk that a new product may go unnoticed

Clear promotion and hype created in store and through social media campaign,

Risk one: ‘Negative perception of gemstones’ Risk: There can be negative connotations with gemstones, as they are linked to witchcraft and holistic healing which is subjective and not everyone will believe in. 57% of respondents were not aware of the benefits provided by gemstones. (see appendix 5) Resolution: Unlike other gemstones, Malachite has proven scientific qualities, so it does not solely rely on its holistic energies. Appropriate labelling and information about the product and its scientific evidence will be included on the banner above the products on the in-store displays, and information will also be available on the boots website. Also, data showed that 60% of the people unaware that gemstones have healing properties would be willing to learn more. (see appendix 6) Proving that there is market interest.

Risk two: ‘Lack of in-store merchandising and lack of prominent location.’ Risk: There is a lack of merchandising within the store, in terms of shelving and store position, in a London store the TT&WH line was situated at the back of the store facing the wall, so was not in a high traffic area. This runs the risk of the new product going unnoticed by consumers. Resolution: To combat this another location in store might be considered, but appropriate labelling and advertising for the new product as well as social media campaigns, and generally enhancing the brands Instagram account to increase following and brand loyalty. This will all ensure this new product will not go unnoticed.