Seventeen by Chloe Wicks

Chloe Wicks N0329445

Negotiated Project Stage 1 FASH30001

Contents Page

1 IntroductionBrand History 11 Celebrity Endorsement Social Media 12 2 Packaging Trends 3 Initial Thoughts 13 Seventeen Brand Analysis 4 Fashion Influences 14 Make-up & Colour Trends Packaging Analysis 15 5 Primary Research Photos Recommendations 16 6 Appendix Primary Research 17 7 Consumer Analysis 8 Beauty Industry 9 Competitor Analysis 10

Introduction Introduction This Research project was looking at the cosmetics brand â&#x20AC;&#x2DC;Seventeenâ&#x20AC;&#x2122;. Throughout this report is the research that myself and my group have un-dertaken and the recommendations that we propose the brand take on to become more successful for their new brand repositioning.

Figure 1: Face Studio.

Brand History

1968

1977

1972 Figure 2: Brand History Timeline

1998

1985

1981

1989

2014

2005

E-COMMERCE

Initial Thoughts

Make-Up

Interaction

ONLINE RANGE

PRICE

£££

What are ‘Seventeen’s’ problems?

Social Media

NAME CHANGE?

PACKAGING

BRAND IDENTITY SOCIAL MEDIA

CONSUMER PERCEPTION

Not Recognisable

Where do ‘Seventeen’ need help?

VISUALS

Seventeen Brand Analysis

Consumer Opinions NT

CE I PR

I O P

SI T

IO N

IN G

Lack of Consistancy

New Logo

Successful brand with LOTS of potential

TARGET MARKET Figure 3: Seventeen Brand Analysis.

CURRENT PACKAGING

Packaging Analysis

New Collection

- Not recognisable. - Still using old logo.

Figure 4: Old 17 Products

Old C ollec ti

In store:

Figure 5: Seventeen Stand.

- No story within their ranges. -New products do look better. - Inconsistent (17/Seventeen). -A lot of empty shelves.

Figure 6: New Seventeen Products

Primary Research Photos

Figure 7: In Store Photographs

Which brand would you consider the â&#x20AC;&#x2DC;best valueâ&#x20AC;&#x2122; cosmetic brand?

Primary Research

They said:

Relationship with your Make-up bag

94% 72% Figure 8: Primary Reasearch

Of people we surveyed said that they were awear of the brand Seventeen.

on average people have approximately

different brands in their make-up bags.

What’s your favourite make-up product?

Which make-up product do you buy most frequently?

AS C

(61 respondents)

FOUNDATION

R HE US BL

23% LIPSTICK

BRONZER

15% EYELINER

LIPGLOSS

LIN

E EY

25%

LIPGLOSS

EYEBROW PENCIL

FOUNDATION

MASCARA

6% BRONZER

16% BLUSHER

K IC T PS

Figure 9: Survey Results

EYEBROW PENCIL

Beauty Industry Categories:

We segmented the beauty industry into three categories as set out below. We decided that ‘Seventeen’ best git into the MASS category. We then split this category up into our potential consumers within the new target market.

TEEN

Consumer Analysis

MASS PRESTIGE

enjoys:

Shopping, going out with her friends and spending time with her fiancé. occupation:

Teaching Assistant Figure 10: Beauty Industry Categories.

New Target market: consumer groups

average annual income:

£15, 500

years old

Engaged

FEMALE spends approx:

£370

a year on make-up

Consumer Profile. The Future Consumer

Figure 11: Consumer Profile

What’s in your make-up bag?

Figure 12: What’s in your make up bag?

AGES 25 - 35

Beauty Industry

Customers are looking for an inexpensive treat to make them feel good and a small thing, like a lipstick, can make a big difference to someone’s day. (Peter Bainbridge, on The Guardian, 2009)

Figure ?: Seventeen’s Official Make-up Artist, Vanesa Guallar Figure ?: Seventeen’s Skin WOW! 3 Way Highlighter

Britons spent more than 13 billion pounds

on make-up, other cosmetics and trips to the hairdressers last year (£216 each). (Mintel, 2013)

“I am completely obsessed with this new product (SEVENTEEN Skin WOW! 3 Way Highlighter). This highlighter is perfect for all day wear and it will make your cheek bones pop like a superstar- what’s not to love?” (Guallar, 2013 in Grazia)

“Customers are looking for an inexpensive treat to make them feel good and a small thing, like a lipstick, can make a big difference to someone’s day.”

Figure ?: Vanesa Guallar’s Make-up bag.

(Peter Bainbridge, 2013)

Figure 13: Beauty Industry

Classic

Competitor Analysis

Low End

High End Figure 14: Competeitor Analysis.

Contemporary

Celebrity Endorsement Figure 15: Celebrity Endorements

“This brand (Rimmel) has seen a huge increase in sales since the top model Kate Moss has been used in its advertising campaigns.” (The Perfomance Leader, 2013)

One of Seventeen’s Main Competitors

Other good examples of successful Celebrity Endorsement within the cosmetics industry

Figure 16: Rimmel & Kate Moss.

Great Celebrity Ambassador for their brand.

Keep Social Media Platforms Cohesive & Build Followers!

Social Media

MainCompetitor Rimmel has 319,360 whereas

SEVENTEEN have, 89,000. Need to increase followers.

USE NEWEST TECHOLOGICAL ADVANCEMNTS TO CONNECT WITH CONSUMERS

Pinterest has grown dramatically over recent times and is a social media site that no brand should be without.

NO PINTEREST? INSTAGRAM? NO PINTEREST?

“It’s an excellent channel for brands to repurpose their marketing content. Brand adoption has increased significantly, which has made it a great place for consumers to connect with those brands.” (Facebook, 2013, in InsideFacebook, 2013)

Figure 17: Social Media

72% of consumers trust online reviews as much as personal recommendations. 81% of consumers say that posts by their friends on social media influence their purchases. (Search Engine Journal, 2012)

78 % of consumers say that the posts made by companies on social media influence their purchases. 62% of consumers end up making a purchase instore after researching it online. (Forbes, 2012)

Packaging Trends

Sustainability is KEY

Distinction Through Packaging

Figure 18: Packaging Trends

ATTENTION GRABBING

Function & Efficacy

FROM THE CATWALK

Limited Edition Fashion Influenced Products

Stay on top of key fashion trends as well as make-up and colour!

Figure 19: Fashion Influences

Fashion Influences

Make-up & Colour Trends

Contact bloggers, influencers and celebrities to wear the products.

LIMITED EDITION

Seasonal Colour Palettes

Relate key trends to new ranges. TREND lead and inspired collections.

The Celebrity Look

Figure 20: Makeup & Colour Trends

Tutorials & Instructions on how to achieve certian looks

Recommendations CONSISTENT

Consistent packaging throughout the brand

CREATE STRONG BRAND IDENTITY

Create Strong Marketing Campaign for Relaunch.

Establish New Ways to Reach Bloggers & Early Adopters.

Create a Powerful Online Presence

Create Buzz around the Brand

Make Social Media Platforms More Cohesive Create New Reference Points & Decrease the Range

Become the ‘go to’ make-up brand for 25-35 year olds.

Create New Reference Points, e.g. Shade Names.

Use Celebrity Endorsement/ Brand Ambassadors.

Coming soon....

2015 Edition

Appendix S.W.O.T

P.E.S.T

TUTORIAL RECORD SHEETS

Meeting Minutes - Live Project â&#x20AC;&#x201C; Seventeen Date & Time 21st October 2013, 10.30am

Location

Student Union Attendees

Chloe Wicks Celia Dann Emily Baron

Absent

Agenda -

We discussed the project and what we were going to start researching

Plans for next meeting(s) -

We will create a mindmap of; What are 17â&#x20AC;&#x2122;s problems? Where do they need help?

Identify Case Studies

Research moodboards of initial ideas & research methods.

Create Timeplan

Meeting Minutes - Live Project – Seventeen

Date & Time

30th October 2013, 12:30pm

5th November 2013, 3:00pm

Location

Library

Student Union

Attendees

Chloe Wicks

Celia Dann

Emily Baron

Absent

Agenda

We discussed the mind maps that were created. This gave us a great starting off point for

Discussed visuals collected and primary research methods.

our research. Discussed: What are 17’s problems?

Plans for next meeting(s)

Where do they need help? Looked into various Case Studies. Plans for next meeting(s)

Collect a lot of visual and bring continued research

Find people for interviews. Add all research URL’s to ‘delicious.com’

Meeting Minutes - Live Project â&#x20AC;&#x201C; Seventeen

Date & Time

19th November 2013, 1pm

25th November, 2013, 2.00pm

Location

Student Union

Library

Attendees

Attendees Chloe Wicks

Chloe Wicks

Celia Dann

Emily Baron

Emily Baron Absent Absent Agenda Agenda -

Look at all the Pinterest board images and look at other areas we need to research. Discuss survey results so far. Planned make-up products shoot.

Plans for next meeting/to do this week -

Create info graphics from survey results Continue pinning and researching.

Finalize info graphics. Discuss research collected over past 2 weeks

Plans for next meeting(s) -

Find two consumers for the consumer make up bag shoot. Collect seventeen products for shoot. Continue pinning and researching.

Meeting Minutes - Live Project â&#x20AC;&#x201C; Seventeen

Date & Time

3rd December 2013, 1:30pm

8th January 2013, 3:00pm

Location

Bonnington Photo Studio

Library

Attendees

Chloe Wicks

Celia Dann

Emily Baron

Absent

Agenda

Take photographs of all the seventeen products to analyse.

Discussed collected information, PDF Portfolios and Final Presentations.

Take photographs of all our consumers make up bags.

Divided information into 3, so we could all create separate boards for presentations.

Discuss and analyse findings.

Plans for next meeting(s)

Have all research looked at over Christmas break summarized for first meeting back. Continue pinning and researching.

Plans for next meeting(s)

All information for boards and presentations.

Interview 1:

Meeting Minutes - Live Project – Seventeen Date & Time

Name: Emma Healey Age: 35 Occupation: HR Manager

23rd January 2014, 11:00am

Which brands do you have in your make-up bag? Bobbi Brown mainly, some Benefit, occasional Mac lipsticks. Chanel lipsticks if I’m feeling really flush!

Location

How much money on average do you spend on make-up a month? £30 Do you regularly browse make-up stands or tend or rebuy the same items? I do browse but I also stick to the brands I know because I think they’re quality products.

Library Attendees

Chloe Wicks Celia Dann

Are you willing to spend more money on products of better quality? How important is price as a factor when purchasing? I could probably be persuaded if I saw an item given a very good review in a magazine, or a recommendation for a friend. What is your favourite make-up brand, and why? For day to day use, Bobbi Brown

Emily Baron

What is your favourite product, and why? A very pink Bobbi Brown blusher – used on me during a demonstration, would never have used the colour myself, and I love it!

Absent

What are your perceptions on Seventeen as a make-up brand? Not for me – a teenage brand.

Agenda -

Final meeting before PDF portfolio hand in. Shared any final researched found. Discussed plans for presentations and planned meetings for the week commencing Monday 3rd Feb.

Plans for next meeting/to do this week -

Finalize all PDF portfolios and Presentation boards.

What are your opinions on Seventeen’s packaging? Pretty cheap. Which brand in your opinion has the best packaging, and why? I like Bobbi Brown’s simplicity, and of course Chanel is classic; but I think Benefit is fun and clever. Do television and magazine beauty advertisements affect your purchases? Not so much the adverts, more the reviews. Do you buy make-up online? No, but I might do if it was marketed and targeted at me properly, especially if I had had the chance to try testers in a store first. I buy lots of other stuff online so why not makeup? How useful do you find online tutorials? Really useful – I think they increase confidence and make you more likely to try something new. What, if anything, would convince you to buy Seventeen products? Not sure – I think it would have to be a total rebrand to convince me they’re not aimed at teenagers. Obviously, packaging would have to change completely – it seems not just tacky but outdated. And I guess an advertising campaign aimed at women who are not teenagers. But the name’s a bit of a problem there, isn’t it?

Interview 2: Name: Paige Allen Age: 25 Occupation: Teaching Assistant Which brands do you have in your make-up bag? Mac, Bobbi Brown, Bourjois, Benefit, Maybelline, Rimmel, Collection. Natural Collection. How much money on average do you spend on make-up a month? £40 Do you regularly browse make-up stands or tend or rebuy the same items? I have a quick look through the stands but normally just stick to what I know works. It depends on what the item it is. I always buy the same foundation and powder (although a darker shade in the summer), but I rarely ever buy the same lipstick colour again, unless I’ve lost it. If a friend recommends an item to me I usually try it out. Are you willing to spend more money on products of better quality? How important is price as a factor when purchasing? Again I think it depends on the item. I don’t mind paying more for foundation because I think you can tell with the quality, whereas I buy Rimmel mascara because I think it’s better than higher end ones I’ve tried. I always loose lipsticks and lip glosses so I always go for the cheapest ones. What is your favourite make-up brand, and why? Mac. The staff are always really helpful when you go in, and they can help you make the right colour choices. They also have brushes and other products (eg. Highlighters) which high-street brands don’t tend to sell. They also keep everything you buy on file, which is useful when you go back into the shop if you’re in a rush or can’t remember what you bought last time. My favourite product they sell are the lipsticks. They have such a good range of colours. just wish they were a bit cheaper! What is your favourite product, and why? I use the Benefit brow kit every day and have done for years. I would be lost without it! No other brand really sells anything similar so that is a must-have for me. What are your perceptions on Seventeen as a make-up brand? I think of them as being quite a young brand, for early teenagers. Probably quite cheap price points. What are your opinions on Seventeen’s packaging? It’s okay. A lot of words. Looks a bit like Benefit. Have they changed the original packaging? I think of it being dark blue with 17 on it. Which brand in your opinion has the best packaging, and why? Mac, Bobbi Brown.. that sort of look. I think simple looks sophisticated. Do television and magazine beauty advertisements affect your purchases? They make me aware of new products. Means when I browse in the shops I think ‘that’s the one I saw on TV’. Doesn’t mean I will necessarily buy it though.

Do you buy make-up online? I’d never really thought about it. I suppose I would for items I know I definitely already like, but apart from that I think you’d need to see the colours in person before buying. How useful do you find online tutorials? I’ve only ever watched a Mac one about how to apply highlighter. It was helpful because I had absolutely no idea what I was doing. I like the educating leaflets Benefit give you when you buy something from them. What, if anything, would convince you to buy Seventeen products? If they became a cheaper version of Mac/Bobbi Brown. Still good quality, but maybe didn’t look so tacky. They need to be a brand that someone my age doesn’t feel embarrassed about having in their make-up bag. Tesco’s make-up actually is a good example because their packaging is very minimal, and lots of my friends by that because you can’t tell it’s from Tesco’s.

Interview 3:

Interview 4:

Online Survey: Your Make-up Bag

Results:

Online Survey: Are you on or off?

Email Survey: ‘Your Makeup Bag’ 1. What age group do you belong to? Below 14 14-19 20-24 25-35 Above 35

2. Are you aware of the make-up brand ‘Seventeen’? YES NO

3. If yes, how did you hear about the brand? .................................................................................................................................................................. .................................................................................................................................................................. ..................................................................................................................................................................

4. Which 3 words would you use to describe Seventeen?

5. Do you buy any Seventeen products? Never Rarely Sometimes Frequently

6. If yes, why? If no, why not?

7. Seventeen recently rebranded from '17' to 'SEVENTEEN'. Which do you prefer? 17 SEVENTEEN

8. What's your favourite make up brand & why? .................................................................................................................................................................. .................................................................................................................................................................. ..................................................................................................................................................................

9. How many different make-up brands are there in your make-up bag? (and list)

.................................................................................................................................................................. .................................................................................................................................................................. .................................................................................................................................................................. .................................................................................................................................................................. .................................................................................................................................................................. ..................................................................................................................................................................

10. Which brand would you consider the ‘best value’ cosmetic brand? .................................................................................................................................................................. .................................................................................................................................................................. ..................................................................................................................................................................

11. Do you follow any make-up brands on social media? YES NO

12. If yes, which brands do you follow?

13. How do you find out about the latest product releases? Online Magazines TV Instore advertisements Other

Focus Group: 5 women aged from 19 – 31: -Katy Bourne 19 -Catherine Snow 23 -Kate York 25 -Laura Jane Smith 29 -Hannah Bright 31 Packaging samples What are your thoughts on the current packaging? -

‘These products look like the newer packaging. They are nicer however don’t match the old ones at all.’ ‘From memory the older packaging looked quite basic and plain.’ ‘It does have a clear theme running throughout some of the products however it can look quite cheap.’ ‘I think the new packaging looks a lot better. It looks youthful. The newer range looks more eye-catching, better for the ‘teen’ consumer’ ‘They’re not the best looking really. Rimmel has a more consistent style’

Who would you say the packaging was aimed at? -

‘The packaging is basic, not much to it really. Aimed at teenagers.’ ‘Definitely teenagers.’ ‘Teens who are just starting to wear make-up.’ ‘Young teens.’ ‘Teens or for women who just want back-up makeup.’

Name a brand that you can think of that has great packaging and why? -

‘Mac – It is very simple yet effective. Looks professional and sleek.’ ‘Benefit – their packaging is very fun. I buy it just to look at the packaging.‘ ‘Soap & Glory – Their packaging, like benefit, is very fun! It is consistent and immediately recognisable.’ ‘Topshop make-up is one that I’ve only just started using. The packaging looks really cute though. It is all in one design, so everything looks the same.’ ‘I like the way the premium brands display their makeup. A lot of them like Bobbi Brown and Mac all have one set design. It looks professional and the more simple it is the better.’

Social Media How do you stay connected with make-up brands? -

‘I don’t really. I just see them in-store.’ ‘I look at blogs which recommend different make-up.’ ‘I think I follow a few on twitter. I don’t interact with them at all though.’ ‘I also look at blogs. Such as Tanya Burr, she is a famous make-up blogger.’ ‘I often see make-up brands popping up on Facebook and Twitter but they don’t seem to be doing much.’

Are you aware of Seventeens’ online presence?

‘No.’ ‘I would probably not look at it anyway; it is a bit too young for me.’ ‘No I wasn’t aware they were online.’ ‘Nope.’ ‘No I wasn’t.’

Range If you do use Seventeen, do you think there is a good choice of products? -

‘I often use the nail varnish. Good selection and cheap.’ ‘ Can’t think from memory.’ ‘ Yes, for a young consumer it has a great number of products that they could start of with.’ ‘Yes, but sometimes too much choice can be annoying. Seventeen, Rimmel and Maybelline all have too many mascaras.’ ‘I don’t use it.’

Celebrity Endorsement Can you think of a brand that uses a celebrity well? Do you think it helps to convince you to buy a product? -

‘Rimmel uses Kate Moss. I think it definitely will help to push sales for Rimmel, she’s one of the UKs most popular models!’ ‘Revlon use Jessica Alba and Emma Stone. I always thought Revlon was quite a dated, old fashioned brand but with young celebrities such as these it probably helps to persuade a younger age range to buy it.’ ‘L’Oreal use a huge range of celebrities. So many famous models, singers, actresses. It definitely convinces me to but their products. If Cheryl Cole and Beyonce uses it, then so will I.’ ‘I think it sometimes get a bit too far. Everyone knows that they probably won’t use the products but I suppose it does help a brand if they have a famous face backing them up.’ ‘ I prefer to look at blogs of make-up artists or celebrities talking about their make-up routine. Then that way you know it is going to be their true opinions.’

Make-Up Survey:

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Illurstrations: Front Cover: - Black Seventeen, Facebook (2013). [online] Available at: https://www.facebook.com/officialSEVENTEEN/ photos_stream. [Last accessed: 27th January 2014]. - Green Seventeen, Facebook (2013). [online] Available at: https://www.facebook.com/officialSEVENTEEN/ photos_stream. [Last accessed: 27th January 2014]. - Eye, Facebook (2013). [online] Available at: https://www.facebook.com/officialSEVENTEEN/photos_ stream. [Last accessed: 27th January 2014]. - Lips, Facebook (2013). [online] Available at: https://www.facebook.com/officialSEVENTEEN/photos_ stream. [Last accessed: 27th January 2014]. Figure 1: Face Studio: - own scanned images - Face Studio. Facebook (2013). [online] Available at: http://www.seventeenfacestudio.com/. [last accessed: 10th January 2014]. Figure 2: Brand History Timeline. Own collage created from images from various sources. Figure 3: Seventeen Brand Analysis. Images available from various sources. - 4 Own images (2013) Figure 4: Old 17 Products. Various images. [online] Available at: -Old 17 nails (2010) [online] Availablehttp://www.stylejunkee.com/wp-content/No17%20Nail%20polish.jpg. [Last accessed: 23rd January 2014]. - Old 17 eyeshadow (2010). [online] Available at: http://www.stylejunkee.com/wp-content/17%20eye%20 shadow.jpg. [Last accessed: 23rd January 2014]. - Old trio 17 makeup. [online] Available at: http://l1.yimg.com/bt/api/res/1.2/zQNlxXeL1_7Z8D83.bzR5Q--/ YXBwaWQ9eW5ld3M7cT04NTt3PTYzMA--/http://l.yimg.com/os/401/2012/10/11/17bargains09102012-2jpg_165312.jpg. [Last accessed: 23rd January 2014]. - Old 17 lipstick (2012). [online] Available at: http://img.dooyoo.co.uk/GB_EN/orig/0/5/9/3/5/593581.jpg. [Last accessed: 23rd January 2014]. - 17 blusher, [online] Available at: https://lh4.googleusercontent.com/-n3ErWEDJtww/TW7JrX1k22I/ AAAAAAAAC_M/AIEKNal9L_U/s1600/DSC01161.JPG. [Last accessed: 23rd January 2014]. - Old 17 concealer, [online] Available: http://img.dooyoo.co.uk/GB_EN/orig/1/0/5/9/8/1059874.jpg. [Last accessed: 23rd January 2014]. Figure 5: Seventeen Stand. Own Image (2013). Figure 6: New Seventeen Products. - Seventeen makeup sets (2013) [online] Available at: http://beautygeekuk.com/category/beauty-deals. [Last accessed: 23rd January 2014]. - New Seventeen. [online] Available at: http://4.bp.blogspot.com/-8Tf4NR5s_qk/UiiBImD8hTI/ AAAAAAAANXs/5GeQPbFZabA/s1600/17%2B(1).JPG. [Last accessed: 23rd January 2014]. - Seventeen.[online] Available at: http://beautygeekuk.com/2013/09/seventeen-face-studio.html. [Last accessed: 23rd January 2014]. - All Black Seventeen. [online] Available at: http://together.futurebuilding.co.uk/wp-content/uploads/2013/11/cs_boots_seventeen_001.jpg. [Last accessed: 23rd January 2014].

Figure 7: - In Store Photographs. All own images, and Female Photographer – [online] Available at:http://socialsavvysarah.com/wp-content/uploads/2012/07/female-photographer-silhouette-1-trans-left3.png. [Last accessed: December 29th 2013]. - Nail Varnish Spill. [online] Avaliable at: http://wallpapersparacelular.com/wp-content/uploads/2013/12/ nail-polish-spillfamous-spills-bigwords-livbp97f.jpg. [last accessed 17th January 2014]. Figure 8: Primary Research. 3 Own images (2013) and Figure 9: Survey Results. Make-up kit images [online] Available at: http://static9.depositphotos. com/1029662/1124/v/950/depositphotos_11245535-Woman-Female-Makeup-Cosmetic-Product-Silhouette-Object.jpg. [last accessed: 20th January 2014]. Figure 10: Beauty Industry segmentations: - Prestige. £ sign. [online] Available at: http://www.publicdomainpictures.net/pictures/40000/nahled/poundsign-black.jpg. [last accessed 24th January 2014]. - Mass. [online] Available at: http://www.clker.com/cliparts/4/p/3/I/V/d/large-man-woman-bathroom-sign. svg. [last accessed 24th January 2014]. - Teen. [online] Available at: http://www.123rf.com/stock-photo/teen_silhouette.html. [last accessed 24th January 2014]. - New target market groups: own images. Figure 11: Consumer Profile. - Ring. [online] Available at:http://www.shutterstock.com/pic-4791952/stock-vector-wedding-or-engagement-ring-symbol.html. [last accessed 24th January 2014]. - Women silhouette. [online] Available at: http://depositphotos.com/7296706/stock-photo-Clip-Art-Illustration-of-the-Silhouette-of-a-Woman-with-Shopping.html. last accessed 24th January 2014]. - Kiss. [online] Available at: http://www.kdhamptons.com/wp-content/uploads/2013/02/kiss-lips3.jpg. [last accessed 17th January 2014]. Figure 12: What’s in your makeup bag? Own images (2013). Figure 13: Beauty Industry. - Make-up Artist. (2013)Seventeen’s Official Make-up Artist, Vanesa Guallar. [last accessed: 10th December 2013]. - Charts. Mintel. [online] Available at: www.mitel.com. [last accessed: 10th December 2013]. - LIPSTICKS. [online] Available at: http://us.123rf.com/400wm/400/400/designfgb/designfgb1204/designfgb120400116/13214829-sketch-of-lipsticks-isolated-on-a-white-background-vector-illustration.jpg. [last accessed: 24th January 2014]. Figure 14: Competitor analysis: - Own made perceptual map - Own images - Own mind map Figure 15: Celebrity Endorsement. Own collage created from various online images. [online] Available at: - Megan Fox. [online] Available at: http://itsfashionating.com/wp-content/uploads/2013/08/blog-celeb-endorsement-9.jpg. [last accessed: 20th January 2014]. - Beyoncé. [online] Available at: http://2.bp.blogspot.com/-dqlbaYre6eA/T0_AhxVhYLI/AAAAAAAAUWw/ ZJDoBn97AJs/s640/beyonce-loreal-glamour-0211.jpg. [last accessed: 20th January 2014].

- Natalie Portman. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/ celebrities/natalie-portman/images/natalie-portman-dior-makeup.jpg. [last accessed: 20th January 2014]. - Jessica Alba. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/jessica-alba/images/jessica-alba-revlon-cosmo-03-2011.jpg. [last accessed: 20th January 2014]. - Katie Holmes. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/katie-holmes/images/katie-holmes-bobbi-brown.jpg. [last accessed: 20th January 2014]. - Nicki Minaj & Enrique Iglesias. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/nicki-minaj/images/nicki-minaj-mac-viva-glam.jpg. [last accessed: 20th January 2014]. - Nicki Minaj. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/nicki-minaj/images/nicki-minaj-mac-viva-glam-2013.jpg. [last accessed: 20th January 2014]. - Iris Apfel. [online] Available at: http://trendland.com/wp-content/uploads/2012/01/iris-apfel-mac-cosmetics.jpg. [last accessed: 20th January 2014]. Figure 16: Rimmel & Kate Moss. Various images. [online] Available at: - Kate Moss Rimmel. [online] Available at: http://3.bp.blogspot.com/-25egKrt5RGY/UUgQXzg-wcI/ AAAAAAAALG4/e-MDUNO-J0Q/s1600/KMM%2BPrint%2BCreative.jpg. [last accessed: 20th January 2014.] - Kate Moss (purple) [online] Available at: http://3.bp.blogspot.com/_KNKNrrvs9Es/TGv6AlFhX7I/ AAAAAAAAFHI/y4YQ_UJwaSE/s1600/rimmel-20060205-katemoss.jpg. [last accessed: 20th January 2014.] - Kate Moss. [online] Available at: http://www.beautyscene.net/wp-content/uploads/2013/04/Kate-MossRimmel-London-4.jpg. [last accessed: 20th January 2014.] - Kate Moss (tan). [online] Available at: http://1.bp.blogspot.com/_KNKNrrvs9Es/TGv46wsIr2I/ AAAAAAAAFG8/fFLRi6vle-s/s1600/rimmel-20060104-katemoss.jpg. [last accessed: 20th January 2014.] - Kate Moss [online] Available at: http://www.mymakeup.it/uploads/rimmel-20020201-katemoss.jpg. [last accessed: 20th January 2014.] - Kate Moss [online] Available at: http://fashionpluslifestyle.files.wordpress.com/2013/08/kate-moss-rimmellondon-spring-summer-2013-campaign-lip-lacquer.jpg%3Fw%3D800. [last accessed: 20th January 2014.] - Kate Moss (yellow) [online] Available at:http://juliapetit.com.br/wp-content/gallery/2013_04_11-katemoss-rimmel/r-thumbs/katemossrimmel1-1280x1280-inside.jpg. [last accessed: 20th January 2014]. -Kate Moss. [online] Available at:http://dailyspruce.files.wordpress.com/2012/07/kate-moss-spring_med_res. jpg. [last accessed: 20th January 2014]. - Kate Moss (10 years). [online] Available at: http://2.bp.blogspot.com/-X1XNgePjkyU/Tpi7gbMEyTI/ AAAAAAABOA0/0_Pp-oxqmxE/s1600/kate%2Bmoss.jpg. [last accessed: 20th January 2014.] Figure 17: Social Media. - Facebook Seventeen. [online] Available at: https://www.facebook.com/officialSEVENTEEN. [last accessed January 29th 2014]. - Facebook Rimmel. [online] Available at: https://www.facebook.com/rimmellondon. [last accessed January 29th 2014]. - Rimmel Instagram. [online] Available at: https://www.instagram.com/#rimmel. [last accessed January 29th 2014]. - Seventeen Pinterest. [online] Available at: https://www.pinterest.com/rimmel. [last accessed January 29th 2014]. Figure 18: Packaging Trends. - Make Up Images. Pinterest. [online] Available at: http:// www.pinterest.com/cosmetics. [last accessed: 21st January 2014.] - Origins sign. [online] Available at: http://www.sustainablecosmeticssummit.com/. [last accessed: 21st January 2014.] - Recycle Sign. [online] Available at: http://www.greenpackaginggroup.com/wp-content/uploads/2013/02/ untitled.png. [last accessed: 21st January 2014.]

- Packaging. [online] Available at: http://thumbs.dreamstime.com/x/black-cosmetic-packaging-box-studio-photography-cosmetics-isolated-white-background-34187489.jpg. [last accessed: 21st January 2014.] Figure 19: Fashion Influences. - Lace Catwalk. [online] Available at: http://www.pinterest.com/pin/465630048944815691/. [last accessed 23rd January 2014]. - Lace Nails [online] Available at: http://www.pinterest.com/pin/465630048944815691/. [last accessed 23rd January 2014]. - Metallic Nails. [online] Available at: http://penelopesoasis.com/wp-content/uploads/2012/05/gold-beautynails.jpg. [last accessed 23rd January 2014]. - Metallic Catwalk. [online] Available at: http://1.bp.blogspot.com/-eYIPeo89fnw/UFD7x2R9DaI/ AAAAAAAAA8k/VIK1fdOSXcY/s1600/Desktop10.jpg. [last accessed 23rd January 2014]. - Leather Nails. [online] Available at : http://closetonthego.files.wordpress.com/2013/04/nails-inc-leather-effect-noho-1.jpg. [last accessed 23rd January 2014]. - Leather Catwalk. [online] Available at: - http://spicenotsugar.co.uk/wp-content/uploads/2012/09/le Leather. jpg. [last accessed 23rd January 2014]. - Studs Catwalk. [online] Available at: http://1.bp.blogspot.com/_jPyYlQDH1vY/TKNKt6jm3BI/ AAAAAAAADt4/Be-_cma_pmY/s1600/burberry-prorsum-just-add-studs.jpg. [last accessed 23rd January 2014]. - Studs Nails. [online] Available at: http://d2tq98mqfjyz2l.cloudfront.net/image_cache/1379226898995272. jpg. [last accessed 23rd January 2014]. - Velvet Nails. [online] Available at: http://i1157.photobucket.com/albums/p599/Rosentreu/RedVelvetNails_3.jpg. [last accessed 23rd January 2014]. - Velvet Catwalk. [online] Available at: http://i01.i.aliimg.com/wsphoto/v1/1377051249_1/Free-Shipping2013-Autumn-And-Winter-Fashion-Catwalk-Golden-Appliques-Bead-3-4-Sleeve-Wine-font.jpg. [last accessed 23rd January 2014]. Figure 20: Makeup & Colour Trends. - Make-up. [online] Available at: http://www.harpersbazaar.com/beauty/makeup-articles/best-oxblood-lipstick#slide-12. [last accessed 22nd January 2014]. - Broken Eye shadows. [online] Available at: http://media3.onsugar.com/files/2013/05/09/997/n/1922153/ 0cd712fc5cd5b606_.xxxlarge/i/How-Save-Broken-Makeup.jpg. [last accessed 22nd January 2014]. Figure 21: - Red Curtains. [online] Available at: http://www.freegreatpicture.com/cat/photo-10261. - Kisses. (2013). [online] Available at: http://whateverafter.co.uk/quizzes/is-he-going-to-kiss-you. [last accessed: 29th January 2014].