The Body Shop
School of Art & Design
Declaration Form 20111/12
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Module: Negotiated Project Stage 2
ba
Module Leader: Tim Rundle Ref no: FASH30071
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook.
Signed ................................................................................................................................................................
Date ...................................................................................................................................................................
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Contents Monday
Design Inspiration ..................... page 40 The Product Range................... page 50 Product Specification .............. page 64 The be consumer ..................... page 66
Tuesday
Friday
page 6...............................Introduction page 7............... Aims and Objectives page 8........................... Methodology
page 9................................ The Market page 10..................... Skincare Market page 11.......... Nutricosmetics Market page 12 ... Beauty beverages Market page 13 .............. Competitor Analysis page 24 ............... Beauty From Within
Communication Strategy ....... page 71 Pre Launch ............................... page 73 Launch ...................................... page 77 Post Launch .............................. page 97
Weekend Break
Future Recommendations ... page 106 Product Extension .................. page 107 International Expansion ........ page 108 Conclusion ............................. page 110
Wednesday
page 26 .......................... The concept page 28 ................... Skincare Routine page 30 ......... The Body Shop Values page 32 ......................... Brand Values page 34 .................. Product Equation
List of illustrations ........ page 113 List of References ....... page 117
Thursday
Bibliography ................... page 119
page 36 ........................ Brand Identity
Appendix ......................... page 127
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Stage One RESEARCH REPORT
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Monday Introduction
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Introduction “Be creative and imagine the new and product or product range for The Body Shop respecting the
iconic innovative
brands values”
This is the final stage of a two part report process, providing an in-depth proposal for the creation and launch of a new iconic and innovative product for The Body Shop. The new product enters a currently untapped market for the brand, in the form of nutricosmetics and aims to revitalise and advance the brand through this product launch. “Nutricosmetics are foods, beverages or oral supplements that contain functional ingredients that are designed specifically to provide cosmetic benefits by promoting the function and structure of the skin, hair and nails”(Zenith International online, 2011)
(L’Oreal Resources Pack, 2011)
Overview “Be daring, be first, be different” Antia Rodick, founder of The Body Shop The new concept proposal is titled be, a skincare product that draws upon the idea of beauty from within. The product consists of five beauty beverages, sold as a pack, to be consumed each weekday omitting the weekend. Each beauty drink targets a different skincare concern; be has been designed, by women, for women to become the basis of their beauty routine. Research undertaken during stage one of the process revealed that The Body Shop need to regain influence within the sat-urated beauty market and dismiss the outdated connotations the brand currently holds (stage one research report, 2011: 96). It is important for The Body Shop to launch a product that is timely and innovative in order to respond to the continuing demands and advancements of the beauty market. The brand needs to “revitalise, reconnect, rediscover” (imagination online, 2012). The new product aims to drive The Body Shop forward, regaining their position as a pioneer in the natural and ethical beauty market.
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Aims and Objectives of the new product be
aims to steer The Body Shop in a new direction and ultimately increase the success and profitability of the brand’ by undertaking the following objectives: • Investigate the development of the nutricosmetics market providing tangible conceptual legitimacy for the product • Set a template for who The Body Shop can be from this point onwards • Enhance The Body Shop’s current customer base attracting new consumers whilst staying loyal to existing ones • Devise a product that adds to consumer spending and doesn’t detract from products that are currently offered • Create a communicating strategy that leverages the brand into consumers and competitor mind sets
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Methodology
Figure 1, 2, 3: Abby Officer for be
In order to substantiate and validate the concept and launch of the product it was crucial to undertake primary and secondary research. Skills used in stage one of the process were adapted and developed during stage two. Stage one involved in depth research looking at a broad range of material presenting a critical view of The Body Shop. Stage two required a focused approach to the subject matter, lateral thought processes and direct thinking. Critical distance to personal creative ideas was also essential for the development of the product and communication strategies.
sumer allowed for feedback and critical response. The results obtained from the primary research conducted are subject to some bias as the sample of respondents cannot be entirely controlled by the researchers and the participants may answer in a way they see appropriate. However the extent and variety of research methods employed have been designed to minimise the impact of the bias on the results, which have been carefully collated and analysed in order to derive the most relevant and meaningful conclusions.
Primary research was imperative throughout the process to gain consumer feedback in each stage of the idea development. Focus groups, street surveys, online questionnaires and interviews with industry professional, Dr. Morgane Gaye, Food futurologist and a target be con-
Online was a major source of secondary research due to the infancy of the nutricosmetics market, statistical data was gathered from business sights such as Mintel, Euromonitor and BRAD Insight.
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Tuesday The Market
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The Skincare Market Drawing on findings from the stage one report, research suggests that the skincare market is the most lucrative and dominant category in terms of value and growth, both nationally and internationally “by 2014, skincare will increase its already sizeable lead in the beauty mar¬ket to reach $ 91 billion” (Stage one research report, 2011: 29). Skincare is primarily associated with topical beauty products however research suggests a significant increase in what consumers are putting into their bodies in relation to their skincare regime. “Con-
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sumers are focusing more closely on what they put in, on, and around their bodies (Lee online, 2012). Our skin is a fingerprint of what’s going on inside the body and the line between the food and beauty categories is increasingly blurring. “As women increasingly make the link between how food can affect the appearance of hair, eyes, skin and nails, they come to look for food-type ingredients in the beauty care products that they buy.” (Nutricosmetics - Ingestible Beauty Products, Mintel online, 2009)
The Body Shop
According to Tom Vierhile, Director of Product Launch Analytics for Datamonitor, “the nutricosmetic market is wide open with opportunity right now. As of yet there is no ‘Activia’ of the sector, no clear product leader. The possibility for growth and leadership is unbound for companies looking to enter the category.” (New Hope Natural Media online 2010)
The Nutricosmetics market The nutricosmetics market is forecast to experience international growth, a report by Global Industry Analysts “predicted that the global nutricosmetics market will reach $4.24 billion by 2017” (McDougall online, 2011). Nutricosemtics is an emerging market, set to become a major global presence within the cosmetics industry. Currently still in its infancy the market is recognised as largely untapped. (Baker online 2012).
create a timely and innovative product that answers to the future of the beauty industry. Nutricosmetics is a completely innovative way of viewing skincare, combining the ideas of nutrition and beauty, forming ingestible beauty products. This embodies The Body Shop’s rational, reflecting their current beauty with heart campaign, the idea that beauty comes from the inside, and to be beautiful you have to “look good, feel good and do good” (The Body Shop online, 2012).
This potential gap in the market could pose a great opportunity for The Body Shop to
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The Beauty Beverages market Consumption of beauty from within beverages are expected to increase significantly worldwide by 2014. According to Zenith International, “global sales of ready-to-drink beverages offering beauty benefits are set to rise by 28.5 per cent between now and 2014� (Zenith International online, 2011). Asia currently dominates the beauty drinks market, with Japan leading the way having the largest national market worldwide (Clarke online, 2011). Charmaine Holmes, senior market analyst at Zenith International suggests as the market is developing beauty drink suppliers are beginning to offer consumers increased levels of choice in terms of format, benefits and ingredients (Funtional foods weekly online, 2011) demonstrating the current developments in the market.
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Competitor Analysis “Competitive positioning is about defining how you’ll “differentiate” your offering and create value for your market. It’s about carving out a spot in the competitive landscape and focusing your company to deliver on that strategy.” (Marketing M.O Online 2012).
On an international scale there are numerous brands that have entered the nutricosmetics market; the perceptual map highlights brands around the globe that are currently successful in the market and also those that have failed.
Scientific/Clini-
Mass Market
Premium Market
Switzerland Natural/Organic
UK Canada America
Figure 4: Perceptual Map of Competitors on a global scale.
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Switzerland UK Canada America
The Body Shop
Positioning be will be positioned at a mass market level offering a natural and organic beauty drink. be will differentiate itself from competitors by being the most natural and organic product and formulated to be the basis of weekday beauty routines.
Natural & Organic Natural & Organic
be
Sibu Beauty Gloji
be
Sibu beauty
Gloji
Purelosophy
Borba
Borba
Purelosophy
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IO Beauty
IO beauty
Dr
uty
The Body Shop
Dr. Brant
Dr. Brant
Herbasway
Herbasway
Beauty’in
Beauty’in
You Tonics
You Tonics
Gold Collagen
Gold Collagen
Shiseido
Shiseido
Functionalab
Functionalab
Scientific & Clinical Scientfic & Clinical
Figure 5: Natural to scientific beauty beverage scale
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Figure 6: Manjyunoshizuku Beauty Drink
Figure 7: Tokyo Beauty Drinks
Figure 8: Tokyo Beauty Drinks
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Figure 9: Yukinohada Beauty Drink
Beauty Beverages in Japan The nutricosmetics industry exploded in Japan in the 1940s (Rubino online, 2011). The popularity of nutricosmetics in Japan is undoubtedly largely due to their widespread availability and the country’s sophisticated legislation, Food for Specified Health Uses (FOSHU) system, which governs the sale of many nutricosmetic products (Ministry of Health, Labour and Welfare online 2011). Japan’s beauty supplements account for 15% or $819 million of overall sales of dietary supplements. (Grammenou (2008), GCI Online 2012). Japan dominates the market, having a strong lead in global nutricosmetic sales, beauty foods and drinks. Japan had a retail value sales of $777 million in 2010 (Lennard 2011 online). Despite cultural differences Japan represents a good case study for be, highlighting how this type of ingestible beauty product can become embedded in an entire culture, a culture leading in innovation.
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Key Competitors
Functionalab TERRITORY COMPETITOR Functionalab is a key competitor in terms of territory, being the most established nutricosmetics brand in the UK.
Figure 10: Functionalab beauty in drink
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What makes Sibu different from be? Figure 11: Functionalab Liquid Doses
Availble in high end deparemnt stores eg Harrods and Harvey Nicholls “Science-based supplements and cosmeceutical solutions� (funtionalab online, 2012)
Figure 12: Functionalab at Harrods
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Sibu Beauty CONCEPT COMPETITOR Sibu Beauty also has a natural ingredients story
What makes Sibu different from be? Figure 13: Sibu Beauty Drink.
Figure 14 Figure 15
Channels of distribution
Full product Range
Figure 14: Amazon Logo, Figure 15: Sibu Beauty Range
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Borba PRODUCT COMPETITOR Borba offers a very similar concept message
Figure 16: Borba Beauty
What makes Borba different from be?
Figure 17
Only available in the USA
Available in other forms
Figure 17: American Flag, Figure 18: Borba Beauty Sachets
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Figure 18
The Body Shop
Learning from withdraw products It is important to recognise brands that have attempted to break into the beauty beverages market but failed and imperative to investigate why and learn from their mistakes. Essensis (2007), Glowelle (2008) and Nesfluid (2010) are three examples of products that have been unsuccessful in the market. Key factors that have had a negative impact of the success of these products are as follows:
High Price Point At $7 per bottle, the product seemed expensive to consumers in comparison with other functional beverages (Glowelle online, 2011). How be will combat this Retailing be at ÂŁ9.00 per pack, this is not only an enticing offer for consumers, but accurate in covering manufacturing costs and providing a viable profit margin. A survey carried out suggested that those asked were willing to pay between ÂŁ1-ÂŁ3 per beauty drink (Team Elicit survey 2012). Figure 19
Timing Essensis launched in 2007, consumers were not willing to adapt to this emerging trend of beauty from within so early How
be will combat this
The nutricosmetics market is advancing year on year, beauty is one of the driving forces behind this (Baginski online, 2011). The time is now in order for The Body Shop to take control of the nutricosmetics market within the beauty retailing environment.
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Wrong channel of distribution/ flawed placement Essensis was sold alongside many other yogurts all claiming health benefits, but priced at a much higher price point. As a result, consumers compared the price of Essensis with standard yogurts (Essensis online 2011). How will be combat this
be will fit with The Body Shop current distribution channels within the beauty market
Lack of trust and consumer education Nesfluid had too many claims which confused consumers. How will be combat this The majority of the communication strategy is consumer education, consumers will have many channels of access to information and learn about the innovative application and complex benefits of the product. “There has been lots of research showing that certain nutrients, especially when used in combination, help to protect the skin, but so far companies haven’t quite figured out how to bring this idea of ‘inside-out’ beauty to the consumer in a way that really connects with them,” Susan Beck, PhD, the nutritionist who formulated Glowelle (Nutrition Business Journal online 2009). Highlighting potential for the product when marketed in a way consumers understand.
Figure 20
Figure 19: Glowelle beauty drink, Figure 20: Nesfluid
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Figure 21: Surgery Ready.
Beauty from within The increasing back lash against cosmetic surgery further strengthen concept legitimacy of the product as consumers look for less evasive methods of beauty. With the on going quest for reality in beauty, the plastic rebellion trend showcases ‘real beauty through manipulation, revealing an anti-plasitc movement’. (Trend Hunter, Online 2012) Consumers are wanting more “Being beautiful is not enough they want to feel beautiful in their body and in their mind (Tabor 2009: 108) Consumers are scared of cosmetic surgery due to the bad media attention it receives. Surgical intervention horror stories and a surge in lengthy spa treatments and wellness tourism, are driving both the natural cosmetics and nutricosmetics markets.(Grammenou, (2008), GCI online, 2012)
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Wednesday The Concept
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The Concept The product offers a new way for female consumers to view the idea of beauty and cosmetics, re-educating them on beauty regimes and application. The product encompasses the idea of beauty from within. The 5 beauty beverages each offer a different flavour of drink inspired by the product ingredient and target a different key complexion concern, radiance, purity, protection, nourishment, and replenishment. Primary research indicated that these are the top skincare care concerns for women and each drink is specifically formulated to combat these areas.
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Skincare Routines be has been designed to merge together a one a day drink and a daily skincare routine. Skincare routines are an integral part of female consumers lifestyles as illustrated in the following quote “Skincare routine is very important to women in the UK, despite the recession they did not give up and there is no reason why they should do so over the forecast period” (Euromonitor International, 2011). Primary research indicated that 91% of those asked have a regular skincare routine with 70% of consumers on average having 3-4 steps to their skincare routine (Skincare Routine Survey, Team Elicit, 2012). The product is designed as the new basis of the consumers beauty routine, to complement and fit into regimes, be in sync with consumers working week and thus becoming an integral part of a daily beauty routine. The idea of embedding be into consumers beauty routine provides a unique selling point (USP) for ‘be’. Marks–Mcgee founder of Trendincite suggests “Infiltrating nutricosmetics into consumers daily routine it is only a matter of time before neutraceuticals and cosmeceuticals make their way into the public’s vernacular and become a lifestyle (Marks-Mcgee, GCI Online 2011).
Figure 22: Consumer Skincare Routine.
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Figure 23: Clinique Skincare Routine
Daily skincare routines
Figure 24: Yakult Drink Routine
One a day drinks
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Figure 25: The Body Shop Brand Values
The Body Shop Values be is a beauty product, inspired by nature and ethically made. The be product values interlink with The Body Shop brand ethos creating a coherent brand personality. Nutricosmetics are morally right for The Body Shop sitting closely with The Body Shop philosophy. The product encompasses The Body Shop values in terms of the strong ingredients message “We constantly seek out wonderful natural ingredients from all four corners of the globe� (The Body Shop online 2011).
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Each beauty beverage contains one of The Body Shops Community Fair Trade ingredients which will highlight the strong ingredients message of each drink and to capitalise on The Body Shops ethical ethos. A short video has been created to demonstrate where each ingredient is sourced.
In addition to Community Fair Trade ingredients, each drink will contain two key active ingredients which will answer to each specific skincare concern. The ingredients and taste of each drink is represented by the colour of each beverage. “The beauty foods that perform best tend to be those consumers perceive as being naturally healthy� (Lennard online 2011)
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Brand Values POSITIONING STATEMENT The be product range will enrich and enhance The Body Shop’s trusted ethical brand image within the beauty industry, particularly within the facial skincare sector. be will become the product women associate with the basis of their daily skincare routine, providing the solution to female consumers complexion concerns. be will offer consumers a fresh approach to beauty, combining all-natural ingredients with an innovative format of ingestible beauty.
PRODUCT POSITIONING STATEMENT To the over 25, female, who desires an innovative, yet accessible product to complete their skincare routine, be beauty drinks are the solution; combating 5 core skincare concerns, so you can be assured that you’re providing yourself with the most natural and efficient skincare routine, because ‘be’ contains only the most effective, all natural, ethically sourced ingredients.
MISSION To re-educate consumers on skincare, providing them with a beauty routine starting from the inside out.
UNIQUE SELLING POINT The be product range enhances female consumers natural complexion through the innovative form of nutricosmetic drinks, Embedding the product into weekday routines. A proposition that no other high street beauty brand is offering within the UK market at present.
STRAPLINE Skincare begins with a sip
SUB-STRAPLINE All you have to do is drink it.
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Figure 26: The be Beauty Drink 33
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Product Equation
Figure 27
Figure 29
Figure 28
Ingestible beauty + Daily Routine + Ingredients =
Figure 27: Swallowable Perfume, Figure 28: Skincare Clock, Figure 29: Community Trade Ingredients
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Thursday The Product
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Figure 30: Brand Name Inspiration Moodboard
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Product Name be has been chosen as the name of The Body Shops first beauty drink. The be word enhances the value of ‘being yourself’ promotes the inner beauty message that supports the value of the product and also the ethos of The Body Shop. Your name is an extension of your brand, and can reinforce the value you provide’ (Marketing M.O online, 2012). Supporting the idea that the product name be has more underlying meanings. The moodboard identifies other brands that have a one syllable brand name.
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Logo Design The be logo has been designed to represent an organic and feminine shape, reflecting the significance in who the product is offered to and the values it possess. The drop shape reflects the idea of liquid and enhances the physicality of how the product is applied; by drinking. Good, well-designed logos and identities are arguably more significant than ever: they can provide brand cohesion across contexts and technologies. (Wiedemann, 2011: 11) The logo echoes the shape of each individual bottle creating a coherent personality for the brand .
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Figure 31: Development of logo design inspiration Moodboard
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Colour The colour palette consist of pastel shades creating a feminine and fresh look of the be product range. Crawing inspiration from the the current sorbert trend which is also predicted to be a key trend during 13/14 and notably of S/S13 during the launch of be (Albena online 2012). This could provided great benefits for the product having a timely colour palette and gain media attention. The soft colour palette is soothing and eases the transition between otherwise clashing hues and inspire a calming mood. The meeting of sky and water interrupted by shades of lemon yellow and cyclamen (WGSN online 2012).
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Pull out
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back of pull out
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Splash of colour 43
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Packaging Packaging is the direct physical link between the brand and the consumer and has become an intricate part of the consumer decision making process. According to Muhtar Kent, CEO of Coca-Cola he states packaging “is the single biggest driver of sales increases in the world.� (Kent online, 2012). Packaging has evolved from a mere functionality to become an intricate part of the consumer decision making process (Jacques online, 2011).
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pull out
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Shape The shape of the product is resonant of a flower, representing an organic and feminine feel. It was important that the 5 drinks were viewed as one product offering to encompass the idea of routine. Therefore the bottles needed to be connected and also hold the shape throughout the week.
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Figure 35: POM drink
Figure 36: The be Beauty Drink
Iconic Shapes Consideration has been given to the shape of the product to ensure that it is easily recognisable from the iconic silhouette of the packaging. This is based on learning from other successful leading brands e.g. the impact of coca cola and pom packing. It is hoped that over time the shape of the be product will be just as influential and recognisable.
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Figure 37: Coca Cola Drink
The Body Shop
Campaigns pull out
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Introducing The Body Shop’s first beauty drink The design of the product was created by Team Elicit, colour ways, packaging, product shape, copy, motif and decoration. Visualisation of the product was produced by a product designer using 3D software (solidworks and CAD design).
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The The Body Body Shop Shop
Figure 39: The be Beauty Drink
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Product Components
Figure 40
Figure 41
Figure 40: The be bottles, Figure 41: be Outer packaging
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Packed with vitamins and antioxidants, be replenished is designed to restore and revitalise, replenishing your complexion.
beauty drink
be nourished is enriched with the best natural ingredients to intensely hydrate and moisturise from the inside out.
beauty drink
be protected shields against toxins that an cause skin damage, and maintains natural defences against free radicals.
beauty drink
Formulated to aid the processes that give skin clarity, be pure ensures skin remains firm, youthful and smooth.
beauty drink
be radiant’s vitamin-enriched formula enhances skin luminosity and boosts your natural radiance.
beauty drink
The The Body Body Shop Shop
Individual Bottles
Figure 42: Individual be bottles
The Body Shop
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FOR ALL SKIN TYPES AGAINST ANIMAL TESTING CONTRE LES TESTS SUR LES ANIMAUX SUPPORT COMMUNITY FAIR TRADE
RRP £8.00
Ingredients
be radiant
be radiant’s vitamin-enriched formula enhances skin luminosity and boosts your natural radiance.
beauty drink
Figure 44: be radiant booklet spread
Day 1 - be radiant Ingredients
be pure
.
On Monday morning, to kick start the week, be radiant drink promotes glowing skin and luminosity, enriched with the best ingredients to encourage skin to glow and hair to shine. Active Ingredients: Orange and Peach extract which contain a high source of Vitamin A to maintain healthy, glowing skin. Community Fair Trade Ingredient: Honey which is a natural source of antioxidants, sourced from Ethiopia. “Honey soothes and adds softness to the skin, an excellent natural moisturizer” (marbelwhite online 2011)
Figure 43: be radiant bottle
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SUPPORT COMMUNITY FAIR TRADE
The Body Shop
RRP £8.00
Ingredients
Ingredients
be radiant
be pure
.
Figure 46: be pure booklet spread
Figure 45: be pure bottle
Formulated to aid the processes that give skin clarity, be pure ensures skin remains firm, youthful and smooth.
beauty drink
Day 2 - be pure On Tuesday, to enhance skins clarity, be pure drink firms and clarifies - aiding natural processes that give skin clarity and ensuring it remains firm and youthful. Active Ingredients: Green and White Tea extract which contains polyphenol antioxidants called catechins which aids the structure of the skin. Apple Extract which is rich in polyphenol inhibits enzymes that break down collage and elastin. “Green Tea extract - a natural antioxidant, green tea extract is a natural astringent and is effective in treating troubled skin and breakouts.” (marbelwhite online 2011) Community Fair Trade Ingredient: Soya oil which is high in protein has rich moisturizing properties, containing essential fatty acids which helps maintains skin health and texture. Sourced from Brazil. (Values Focus Report, L’Oreal Brandstorm, 2011)
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Ingredients
be nourished
.
b
Ingredients
be protected
be protected shields against toxins that an cause skin damage, and maintains natural defences against free radicals.
beauty drink
Figure 48: be protected booklet spread
Day 3 be protected be replenished Ingredients By Wednesday skin is starting to feel the effects of the hustle and bustle of daily life, so be protected drink defends and shields against toxins that can cause skin damage through the external environment, and maintains natural defences against free radicals. Active Ingredients: Grape Seed Extract, which is rich in polyphenol, and Pomegranate extract which is a powerful protection against free radicals and sun exposure, and premature aging. Community Fair Trade Ingredients: Brazil Nuts, which help support an even skin tone and helps protects against free radicals, from Peru.
Figure 47: be protected bottle
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Ingredients
be nourished
Figure 50: be nourished booklet spread
Day 4 beIngredients nourished be protected
.
be nourished is enriched with the best natural ingredients to intensely hydrate and moisturise from the inside out.
beauty drink
b
On Thursday, the skin is beginning to feel almost wilted, so the core function of be nourished is to hydrate and moisturise your skin from the inside out. Active Ingredients: Lychee Fruit, which plumps and moisturises the skin and Cocoa extract which improves skins texture and elasticity which also conbe replenished tains Ingredients a source of theobromine to increase mood levels. “Cocoa extract with polyphenols could improve your skins texture and moisture level� (Glowelle PDF 2011) Community Fair Trade Ingredients: Coconuts for moisture and hydration sourced from Samoa.
Figure 49: be nourished bottle
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Ingredients
be nourished
.
b
Ingredients
be protected
Ingredients
be replenished
Packed with vitamins and antioxidants, be replenished is designed to restore and revitalise, replenishing your complexion.
beauty drink
Figure 52: be replenished booklet spread
Day 5 be replenished Finally it’s Friday and the weekend has nearly arrived, so be replenished is key in restoring and revitalizing skin, boosting vitamin and antioxidant levels, leaving skin fully replenished for the weekend break. Active Ingredients: Acai oil and Goji Berries which is rich in antioxidants and Blueberries which contains Vitamin C and E. Community Fair Trade Ingredients: Aloe Vera rich in antioxidants sourced from Guatemala.
Figure 51: be replenished bottle
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Product Specification QUANTITY Each bottle of be contains 100ml of liquid, it is important that the product is viewed with a beauty benefits rather than to quench thirst and therefore be needs to be small in size to suggests other benefits.
STORAGE be does not require refrigeration, however it can be served chilled if preferred.
TEXTURE The final product range of drinks will not be carbonated to allow for a purer and smoother texture when drinking and the fluid will be slightly thicker consistency than water, similar to that of smooth, fresh fruit juice
TASTE be radiant - orange and peach flavour be pure – apple and green tea flavour be protected – grape and pomegranate flavour
be nourished – lychee and coconut flavour be replenished – goji and blueberry flavour Figure 53: be product with hand
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PRICING be will be retailed at ÂŁ9.00 per pack, this pricing strategy considers The Body Shops current price point and compares well with competition.
Figure 56
DISTRIBUTION The be product range will be available through The Body Shops current distribution channels The Body Shop stores, online and the body shop at home parties.
Figure 54
Figure 55 Figure 54: The Body Shop Online, Figure 55: The Body Shop at home parties, Figure 56: Concept Store
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The Nutricosmetics Consumer
“The nutricometics market is driven by a consumers desire for healthy eating and natural products“ (Houlton international food ingredients 2011)
“Much of the boom of the nutricosmetic market attributes to the rise of a far more knowledgeable and savvier consumer,” (De Bertotto GCI, Online 2011)
Women in their late 20s and early 30s are developing an interest in nutricosmetic products for environmental reasons in addition to cosmetic benefits, (Grammenou, GCI Online 2011).
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The be consumer It is important for The Body Shop to reconnect with existing consumers and also attract a new type of customer. be aims to do this as it attracts a large audience, “nutricosmetics are not confined to a single age group� (Euromonitor International, online,2011).
Figure 57: The be consumer, Laura Bree
Laura Bree is the typical target consumer for be. An interview with her revealed more about her lifestyle and her specific skincare routine. (The full audio interview is available at the back of the report.)
Figure 58: Consumer belongings
Maslows Hierarchy of Needs Model
Self-Actualisation Pursue Inner Talent, Creativity Fulfilment.
Self Esteem
Achievement, recognition, respect, confidence.
Belonging/Love
Family, Friends, Spouse, Lover.
Maslows hierarchy of needs models visually demonstrates consumers basis needs in terms of importance. Selfactualisation and self-esteem, present themselves as the most significant aspects of be consumers lifestyle. be aims to fulfil these needs.
Safety
Security, Stability, freedom from fear health.
Physiological
Food, Water, Shelter, Sleep.
Figure 59: Maslows Heirachy of Needs
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Pen Profile Laura is a young professional, with a busy lifestyle both inside and out of work. Aged 28, Laura graduated from Lancaster University seven years ago and since spent serval months working for a charity in Africa and now leads a successful career. Laura is highly thought of in her work place and their are high hopes for her future in marketing. Despite work commit ments Laura is keen to maintain a secure bal ance between work and play. Ensuring to fin d time to socialise with friends, family and he r long term partner. Laura is perceived as the opinion former amongst her group of friends, constantly looking to ne w trends for inspiration on her appearance. A highly organised indiv idual, routine is key throug hout the week, enga ging in various activities. Laura takes pride in her appea rance, but more important to her health
Figure 60: Pen profile word visual
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Consumer Desires I like to look good but more so because i like to feel good rather than just for the sake of vanity.”
“Defiantly with skincare products I like to think the ones i buy and use will be giving me more of a long lasting quality result”
“I dont have that much time before and around work, so i want products that are easy to apply and quick to use, that can fit into my busy routine.”
She doesnt want quick fixes she wants real beauty solutions
be provides long lasting efficient skincare
be is created She wants quality
with the most effective all natural ingredients
be is specifically She wants convenience
designed to fit into the consumers daily skincare routine
Figure 61: The be product Range
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Friday Communication Strategy
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360 Communication Strategy A 360 degree communication strategy will outline a 2 year marketing plan for the UK launch and a potential internal roll out plan and product extension.
OCTOBER 2012 September 2012
NOVEMBER 2012 - 2014
‘‘be intrigued’ guerilla marketing campaign across 10 travel locations
‘‘be involved’ online and charity collaboration
In Store
Win For The Weekend - Facebook
ing campaign online teasers.
Consumer Education
Staff Education
Website
Event Sampling - Vauxhall Fashion Scout, Clothes Show Live
Launch of social networking sites
‘be intrigued’ guerrilla market-
‘‘be ready‘ tube station sampling
Pre Launch
Launch
Figure 62: 360 Degree Communication Strategy
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Product Extensions - Dual Action Pipette International Strategies
Post Launch
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Pre Launch
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Social Networking “Social media, once an experiment, now has to be a core part of communications strategy. What’s important therefore, is to work out which platforms complement your brand voice and match your target market profile� (Arthur online, 2012). During the pre launch, communicating with consumers through social media will be a key aspect to build suspense and boost awareness of the product. Facebook, Twitter and Tumbler are the chosen platforms to reach the target consumer. These online communication channels are cost effective and direct methods for reaching mass consumers.
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Figure 63: The Body Shop UK Facebook
Figure 64: The Body Shop UK Twitter
Figure 65: The Body Shop blog
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Figure 66: The Body Shop staff
Staff Education “All employees need to understand and be committed to the brand vision� (De Chematony et al 2003:214) Therefore staff education is crucial in advance to the launch. Details about the concept, nutricosmetics market and key ingredients will be delivered through staff training. All staff will need to attend a presentation that will take place in each store across the country outside of opening hours.
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Launch
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Figure 67: Tube Sampling - adverts and sample pods.
Be Ready
CREATED TO HIGHLIGHT ROUTINE The launch phase will begin with a working week long marketing campaign titled ‘be ready’ it will take place at London tube stations. Starting on Monday morning female tube commuters will be given a sample of be radiant, this will be repeated throughout the week giving female travellers a daily dose of the product coinciding with the given day. During peak times the underground is an ideal place to capture business women during their commute “Three million people use the Underground on a daily basis, of which 43.5 per cent are women” (transport for london online, 2010) Targeting female commuters within this environ-
ment and reminding them of their weekend is inviting and will encourage them to engage with the product. According to BRAD, 80% of commuters respond to a tube advertisement” (BRAD online, 2012) this is therefore a cost effective channel of marketing and reaches our chosen demographic. This campaign is created to highlight routine and embed the product into female commuters regimes. Supporting print advertising will further strength the concept of routine changing daily to accompany the sample given.
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Tube Poster
Beauty Revolution
Busy Day Ahead? Ensure your skin is getting the attention it deserves be is a range of ready to drink beauty beverages that target five different skincare concerns daily ...... All you have to do is drink it
Figure 68: Tube Poster
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Figure 69: Starbucks
Be ready Extension The be ready campaign creates a dialogue with travellers that without cost constraints could be developed even further capturing consumers at other destinations during there commute to work.
be could collaborate with a high profile coffee brand eg Starbucks, this is an ideal partnership as something many people do on a daily basis. The brand holds many similar ethical values as The Body Shop and will also further strengthen the idea of the drinking application.
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Straw Visual On entering The Body Shop stores staff will greet customers with a branded drinking straw, with the be strap line inscribed along the packaging. This intriguing tool will encourage consumers to locate the product and encourage conversation between employees and consumers. There will be a small sample of the drink to try on each stand, Primary research to support this idea indicating that 94% of consumers would be more willing to
Figure 70: be promotional straw tool, Figure 71: Window Display
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purchase the product if they had tasted a sample (team elicit survey, 2012). The following imagery depicts, the visual merchandising tools that will be used in-store, how the product will sit within the store and amongst other Body Shop products.
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Figure 77: instore display
Figure 78: instore visual merchandising
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Print Advertisement Two publication have been chosen to feature be advertisements, Stylist magazine and Red magazine. As this is a costly investment for The Body Shop, research has shown that these publications reach the be target consumer and therfore will be a return on investment (ROI). A single page spread will feature iN these publications. The print advertisement has primarily been design to advertise the innovated drinking application of the beauty product, including the secondary message of the ingredients story. The print ad does not depict a typical beauty advertisement and noticeably doesn’t feature a model, magazines are inundated with the same airbrushed model shot. The product is a new approach to skincare and therefore fitting to have
a print advertisements that doesn’t conform to the norms of beauty advertising. Unlike typical beauty and skincare advertisements, it is important that the complex benefits of the product is effectively communicated, focusing on what the product contains, the application, and the concept. This is true to existing Body Shop campaigns, using ingredients of the products as the main narrative. Billboards have not been selected as a method of marketing for the product as they are not currently a method of advertising chosen by The Body Shop due to the high costing and low revenue.
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Figure 79: be print advertisement. 87
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Figure 80: Stylist Magazine with Single Page Advertisement
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Consumer Education Lack of consumer education has been a downfall in other competitors success and therefore needs investment. Consumer education will be a fundamental aspect throughout the launch phase and beyond. For the product to have success their will be a requirment to show fully the complex benefits and innovative application. Cost has been taken into consideration
Figure 81: Consumer Education Wheel
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so for the majority of The Body Shop stores a manual wheel has been created where consumers simply turn the wheel to find out more about each individual drink.
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beauty drink
beauty drink
Click each drink to discover more
Click each drink to discover more
Figure 82: iPad Eduaction
For the concept and larger stores, an ipad would be provided delivering the same information in a more advanced way. Both are interactive and engaging tools to educate the consumers about the product range, complex benefits and innovation of the application. This educational device will also lead consumer to The Body Shop online platforms.
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The Website
something missing?
Figure 83: The Body Shop Home Page
The website will ultimately act as another port of call for consumer education, and is an extension to the current body shop website. As well as interesting and exciting facts, their will be further information outlining nutricosmetics, ingredients, the concept of be and the opportunity to pur-
chase the product. It is anticipated that with the success of the product regular consumer can set up an online account in which there weekly pack will be delivered to their door each week.
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New! be beauty drink
New! be beauty drink
be beauty drink
100ml per bottle
£9.00
Packed with the best all-natural, ethically sourced ingredients, be offers you the most natural and efficient start to you skincare routine. This range of 5 ready to drink beauty beverages have been specifically designed to optimise your skins natural complexion – targeting your key skincare concerns, from the inside out. • Boosts skin smoothness, luminosity and moisture • Enhances your natural complexion • Proven long lasting results • 99% of ingredients of natural origin
View more about our new be beauty drink
Figure 84: be Online Presence
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Be There Parcel Drop CREATED TO HIGHLIGHT THE INGREDIENTS STORY
‘be there’ is an engaging guerilla campaign, this strategy will involve a sample-filled ‘be parcel’ being placed within key travel-related locations to surprise and intrigue consumers. This campaign strengthens the global ingredients story. It brings to life the idea of The Body Shop delivering to you a skincare product that goes beyond all expectations, bringing you innovation and excitement. This campaign will demand the attention of passers by. Coverage online before and after the event will further promote the campaign launch of be, encouraging consumers to then visit The Body Shop store.
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Figure 87: Parcel drop at train station, Figure 86: Parcel drop at coast lines, Figure 85: Parcel drop at airports.
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Be there parcel drop extension During the be
there campaign supporting visual merchandising will be used instore
Figure 86: Campaign Visual Merchandising
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Post Launch
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Pinterest campaign in collaboration with Wateraid TO HIGHLIGHT INOVATIVE RELATIONSHIP BETWEEN DRINKING AND BEAUTY A digital campaign created in collaboration with the charity WaterAid. A charity that The Body Shop already work with has been created on the social networking site pinterest. “Pinterest: In January 2012, it became the fastest standalone site in history to pass 10m users – its actual numbers were 11.7m unique monthly visitors. 87% of those users are female, and 80% are between the ages of 25-54.” (Arthur online, 2012) The campaign has been created to celebrate the drinking application of the product and centred on making consumers be involved . The current Body Shop pinterest page will feature a board with the digital tag of #pennyforapin. The strategy is simply that every time a consumer repin’s the be product shot it equates to a penny being donated by The Body Shop to WaterAid. Fundraising will continue until enough money is raised to supply each of the 27 countries Wate rAid work for with a water pump. This campaign reflects Dame Anita Roddick’s belief that “business should be about public good, not private greed” (The Body Shop online, 2011). The campaign also answers to the fact that society is now demanding that everyone pay their way to help ‘repair’ the economy and provide future prosperity. Growth and philanthropy and a new type of entrepreneur where the soul goal of a business is not to create personal wealth but to share with others (Trend Boutique online, 2011).
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Figure 87: Pinterest Page
Figure 88: The Body Shop UK Pinterest Page
#pennyforapin
beauty drink
Figure 89: Penny for a Pin pack shot
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“Pinterest: In January 2012, it became the fastest standalone site in history to pass 10m users – its actual numbers were 11.7m unique monthly visitors. 87% of those users are female, and 80% are between the ages of 25-54.” (Arthur, online 2012)
Figure 90: Wateraid Donation Progress
A digital visualization of the amount raised will be featured online on The Body Shop blog and Facebook in the form of a straw filling with liquid, indicating the amount of money generated. This will not only involve consumers by letting them see the impact they make but also further reflect our other campaigns through the use of the straw visual.
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Facebook - Win For the Weekend A supporting Facebook campaign titled, Win for the Weekend requires consumers to answer a simple question with the chance to win a prize for a weekend break. The questions will lead consumers to other Body Shop touch points such as the blog or to high street stores in order to answer the
Figure 91: The Body Shop UK Facebook page
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questions. The prize will consist of the be product range accompanied by weekend prizes such as a items of make-up/body/ beauty products. This enables promotion of the be range and other Body Shop products whilst also enhancing the element of routine.
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Figure 92: Facebook wall post
Continuous use of Facebook as well as Twitter and Tumblr will be key in extending awareness throughout the postlaunch phase, keeping consumers engaged.
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Samples
Figure 93: Sample Pack
HIGHLIGHTS DRINKING APPLICATION A pack of 25ml sample pods have been designed especially for the launch campaign, and to also feature at relevant events such as beauty shows, including The Clothes Show and Vitality Show, and fashion weeks such as Vauxhall Fashion Scout.
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Weekend Looking Beyond
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Future Recommendations A monthly pack that will be retailed at ÂŁ32.
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PRODUCT EXTENSION
Product Extension Looking beyond even further, a dual action pipette will provide a more concentrated formula of be. A few drops which can be applied to both food and drink for an alternative application of the product.
DUAL ACTION PIPETTE The chosen product extension of a duel action pipette will provide consumers with a more concentrated formula of the drink, allowing for a longer lasting product life. This can be applied to either food or drink in a couple of drops in the same 5 variations of ‘be’ for 1 a day routine.
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International Strategy
India
International expansion will take place when the product has gained momentum within the UK market. Firstly launching within countries that have an already established nutricosmetics market such as Japan and the US, then spreading across Western Europe. We also plan to launch be within BRIC nations, “in order to grow, nutricosmetics producers must tap into
these four markets (Brazil, Russia, India and China) because together they are set to account for 54% of global beauty and personal care value growth between 2010 and 2015.� (Lennard online 2011). China will be excluded within this international strategy as The Body Shop are unable to trade there without animal testing.
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Conclusion The be product displays innovation from every angle, ingredients, technology, packaging, positioning, marketing and distribution and fulfils Antia Roddicks aspiration of the brand to “be daring, be first, be different.” This daring product launch will drive the brand into the 21st century and regain authority within the market. The Body Shop will become the first high street retailer to offer the next step in skincare that answers to the future of the beauty industry. Combining a strong ingredients story and implementing the product into consumers routine sets be apart from any competition making it different.
Not only is the be beauty drink in sync with everything The Body Shop stands for, but it will reconnect consumers to the brand, creating an intimate relationship. ‘be’ is not merely innovative, it’s going to completely reshape the way consumers view daily skincare routines and will highly advance the landscape of the UK beauty market. The product has opportunity to expand in terms of product range and internationally answers to L’Oreals motto of thinking local whilst acting global. This beauty revolution starts now for The Body Shop to gain recognition within the beauty market. In essence be will be iconic,
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Figure 94: The be Beauty Drink
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Word Count: 5,487
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List of Illustrations
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Figure 1: Abby Officer for be, by Team Elicit. Photographer, Andrew Rankin
able at http://wildwater.pl/cool-us-flagpictures&page=2 (Accessed 27/04/2012) Figure 18: Borba Beauty Sachets. [Online] Available at: http://www.borba.com/immunity_boosting_drink_mix/skin_care_product/1159 (Accessed 18/3/2012)
Figure 2 : Abby Officer for be, by Team Elicit. Photographer, Andrew Rankin Figure 3: Abby Officer for be, by Team Elicit. Photographer, Andrew Rankin
Figure 19: Glowelle. [Online] Available at http:// www.glowelle.com/glowelle-products.html (Accessed19/03/2012)
Figure 4: Perceptual Map of Competitors on a global scale. Team Elicit, 2012.
Figure 20: Nesfluid. [Online] Available at http:// www.nutraverispost.com/en/2010/10/01/nestlelance-nesfluid (Accessed19/03/2012)
Figure 5: Natural to scientific beauty beverage scale by Claire Chilton 2012 Figure 6: Manjyunoshizuku Beauty Drink. [Online] Available at: http://www.alibaba.com/productfree/109236596/Manjyunoshizuku_Fermented_beverage_Beauty_drink.html (Accessed 18/3/2012) Figure 7: Tokyo Beauty Drinks. Own photograph, 2012 Figure 8: Tokyo supermarket drinks. Own photograph, 2012 Figure 9: Yukinohada Beauty Drink. [Online] Available at: - http://yukinohada.jp/englishgenuine.html (Accessed 16/3/2012) Figure 10: Functionalab beauty in drink. [Online] Available at http://www.functionalab.co.uk/ product-line-supplements/liquid-doses-supplements (Accessed 16/3/2012) Figure 11: Functionalab Liquid Doses. [Online] Available at: http://www.functionalab.co.uk/ product-line-supplements/liquid-doses-supplements (Accessed 16/3/2012) Figure 12: Functionalab at Harrods. Own photograph, 2012. Figure 13: Sibu Beauty Drink. [Online] Available at: http://www.sibubeauty.com/products.php (Accessed 20/3/2012) Figure 14: Amazon logo [Online] Available at http://www.amazon.com (25/03/2012) Figure 15: Sibu Beauty Range. [Online] Available at: http://www.sibubeauty.com/products.php (Accessed 20/3/2012) Figure 16: Borba Beauty Drinks. [Online] Available at: http://www.borba.com/skin_care_ products_online_store/skincare_supplements/ skin_balance_water (Accessed 18/3/2012) Figure 17: American Flag [Online] Avail-
Figure 21: Surgery Ready. Voronina, M. 2010. [Online] Available at: http://www.trendhunter. com/trends/masha-voronina-tush-winter#!/photos/95974/1 (Accessed 5/3/2012) Figure 22: Consumer Skincare Routine. Team Elicit. 2012 Figure 23: Clinique Skincare Routine. Adapted by Claire Chilton. 2012 Figure 24: Yakult Drink Routine. Adapted by Claire Chilton 2012 Figure 25: The Body Shop Brand Values, adapted by Claire Chilton 2012 Figure 26: The be Beauty Drink, by Team Elicit, visualised by Joshua Averill. 2012 Figure 27: Swallowable Perfume. [Online] Available a: http://swallowableparfum.com. (Accessed 25/3/2012) Figure 28: Skincare Clock. [Online] Available at: http://www.goodhousekeeping.com/beauty/ anti-aging/when-to-apply-skin-care-products (Accessed 25/3/2012) Figure 29: Community Trade Ingredients. [Online] Available at: http://www.thebodyshop.co.uk/_en/_gb/values-campaigns/ community-trade-ingredients.aspx (Accessed 25/3/2012) Figure 30: Brand Name Inspiration Moodboard, by Claire Chilton Figure 31: Development of Logo design Inspiration Moodboard, by Claire Chilton Figure 32: Pastel Colour Moodboard, by Claire Chilton Figure 33: Splash of Colour Moodboard, by Claire Chilton
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Figure 34: Packaging Moodboard, by Claire Chilton 2012
Figure 53: be product with hand by Team Elicit, visulaised by Joshua Averill
Figure 35: Pom Drink [Online] Available at http:// www.pomwonderful.co.uk/pom-juice/ (Accessed 04/04/2012)
Figure 54: The Body Shop Online [Online] Available at: http://thebodyshop.co.uk (Accessed 26/3/2012)
Figure 36: Coca Cola Drink [Online] Available at http://www.fanpop.com/spots/coke/images/15337419/title/coca-cola-bottles-throughyears-photo (Accessed 04/04/2012)
Figure 55: The Body Shop at home parties. [Online] Available at: http://www.thebodyshop. co.uk/_en/_gb/athome/athome_hostaparty. aspx (Accessed 26/3/2012)
Figure 37: The be Beauty Drink, by Team Elicit, visualised by Joshua Averill. 2012
Figure 56: Concept Store, Westfields, Stratford. Own Photograph.
Figure 38: Campaign Moodboard, by Claire Chilton 2012
Figure 57: The be Consumer. Photograph by Laura Bree, 2012.
Figure 39: The be Beauty Drink, by Team Elicit, visualised by Joshua Averill 2012
Figure 58: Consumer belongings, by Team Elicit. Figure 59: Maslows hierarchy of needs model by Claire Chilton 2012
Figure 40: The be bottles by Team Elicit, visualised by Joshua Averill 2012
Figure 60: Pen Profile word image by Claire Chilton 2012
Figure 41: be Outer Packaing by Team Elicit, visulaised by Joshua Averill 2012
Figure 61: The be Beauty Drink, by Team Elicit, visualised by Joshua Averill 2012
Figure 42: Individual be bottles by Team Elicit, visulaised by Joshua Averill 2012
Figure 62: 360 Degree Communication Strategy by Team Elicit. 2012
Figure 43: be radiant bottle by Team Elicit, visulaised by Joshua Averill 2012
Figure 63: The Body Shop UK Facebook [Online] Available at: http://www.facebook.com/ thebodyshopuk?ref=ts (Accessed 10/5/2012)
Figure 44: be radiant booklet spread by Team Elicit, edited by Claire Chilton 2012 Figure 45: be pure bottle by Team Elicit, visulaised by Joshua Averill 2012 Figure 46: be pure booklet spread by Team Elicit, edited by Claire Chilton 2012 Figure 47: be protected bottle by Team Elicit, visulaised by Joshua Averill 2012 Figure 48: be protected booklet by Team Elicit, edited by Claire Chilton 2012 Figure 49: be nourished bottle by Team Elicit, visulaised by Joshua Averill 2012 Figure 50: be nourished booklet spread by Team Elicit, edited by Claire Chilton 2012 Figure 51: be replenished bottle by Team Elicit, visulaised by Joshua Averill 2012 Figure 52: be replenished booklet spread by Team Elicit, adapted by Claire Chilton 2012
Figure 64: The Body Shop UK Twitter [Online] Available at: https://twitter.com/#!/thebodyshopuk (Accessed 10/5/2012) Figure 65: The Body Shop blog [Online] Available at: http://blog.thebodyshop.com/ (Accessed 10/5/2012) Figure 66: The Body Shop staff [Online] Available at: http://www.hyh.org.uk/about-us/latestnews/90-local-body-shop-helps-homeless-withessentials (Accessed 10/5/2012) Figure 67: Tube Sampling - adverts and sample pods by Claire Chilton 2012 Figure 68: Tube Poster by Claire Chilton 2012 Figure 69: Starbucks [online] Available at http:// www.starbucks.com/preview (Accessed 29/04/2012) Figure 70: be promotional straw tool by Team Elicit 2012
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Figure 71: Window Display by team Elicit 2012 Figure 72: Oversized straw instore, by Claire Chilton 2012 Figure 73: Guerrilla bus stop marketing by Claire Chilton 2012 Figure 74: Guerrilla lamp post marketing by Claire Chilton 2012 Figure 75: be amongst skincare products by Sophie Bond 2012 Figure 76: Visual Merchandising on Shelf by Sophie Bond 2012
Figure 90: Wateraid Donation Progress by Team Elicit adapted by Claire Chilton 2012 Figure 91: The Body Shop UK Facebook page by Zoe Bishop 2012 Figure 92: Facebook wall post by Team elicit 2012 Figure 93: Sample Pack by Sophie Bond 2012 Figure 94: The be Beauty Drink, by Team Elicit, visualised by Joshua Averill 2012
Figure 77: Instore Display by Sophie Bond 2012 Figure 78: instore visual merchandising by Sophie Bond Figure 79: be print advertisement by Team Elicit 2012 Figure 80: Stylist Magazine with Single Page Advertisement by Team Elicit 2012 Figure 81: Consumer Education Wheel by Claire Chilton 2012 Figure 82: iPad Eduaction by Claire Chilton 2012 Figure 83: The Body Shop Home Page by Team Elicit 2012 Figure 84: be Online Presence by Zoe Bishop 2012 Figure 87: Parcel drop at train station by Claire Chilton 2012 Figure 86: Parcel drop at coast lines by Claire Chilton 2012 Figure 85: Parcel drop at airports by Claire Chilton 2012 Figure 86: Campaign Visual Merchandising by Team Elicit 2012 Figure 87: Pinterest Page [Online] Available at: http://pinterest.com/opportunityintl/mother-sday-2012/ (Accessed 6/3/2012) Figure 88: The Body Shop UK Pinterest Page by Zoe Bishop adapted by Claire Chilton 2012 Figure 89: Penny for a Pin pack shot by Team Elicit adapted by Claire Chilton 2012
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List of references
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Introduction (L’Oreal Resources Pack, 2011) (Zenith International online, 2011)
(Marks-Mcgee, GCI Online 2011) The Body Shops Values (The Body Shop online, 2011) (Lennard online 2011)
Overview Antia Rodick, founder of The Body Shop (stage one research report, 2011: 96) (imagination online, 2012)
Brand Name (Marketing M.O online, 2012) Brand Logo (Wiedemann, 2011: 11)
Skincare Market (Stage one research report, 2011: 29) (Lee online, 2012) (Nutricosmetics - Ingestible Beauty Products , Mintel online, 2009)
Colour (Albena online 2012) (WGSN online 2012)
Nutricosmetics Market (McDougall online, 2011) (Baker online, 2012). (New Hope Natural Media online, 2010) (The Body Shop online, 2012)
Packaging (Kent online, 2012) (Jacques online, 2011) (WGSN online ,2012) The Product Range (marbelwhite online 2011) (marbelwhite online 2011) (Values Focus Report, L’Oreal Brandstorm, 2011) (Glowelle PDF 2011)
Beauty Beverages market (Zenith International online, 2011) (Clarke online, 2011) (Funtional foods weekly online, 2011) Competitors (Marketing M.O Online, 2012)
The be Consumer (Houlton international food ingredients 2011) (De Bertotto GCIonline, 2012) (Grammenou. GCI online, 2011) (Euromonitor International, online,2011)
Beauty beverages in Japan (Rubino online, 2011) Grammenou (2008), GCI Online 2012) (Lennard 2011 online)
Communication Strategy (Arthur online, 2012). (De Chematony et al 2003:214) (transport for london online, 2010) (BRAD online, 2012) (team elicit survey, 2012) (Arthur online, 2012) (The Body Shop online, 2011) (Trend Boutique online, 2011)
Key Competitors (funtionalab online 2012) Learning from withdrawn products (Glowelle online, 2011) (Team Elicit survey 2012) (Baginski online, 2011) (Essensis online 2011) (Nutrition Business Journal online 2009) The Concept (Tabor 2009: 108) Skincare Routine (Euromonitor International, 2011). (Skincare Routine Survey, Team Elicit, 2012). 118
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Bibliography
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Books Adams, S, Morioka, N and Stone, T. 2004. Logo Design Workbook: A Hands-on Guide to Creating Logos. Massachusetts: Rockport Publishers Ltd. Altstiel, T. 2010. Advertising Creative: Strategy, Copy and Design. London: Sage Barry, P. 2008. The advertising concept book: Think now, design later: A complete guide to creative ideas, strategies and campaigns. London: Thames & Hudson Cheung, V. 2011. Appetite for Design:Eat Me. Hong Kong: Vision Works Crompton, A. 1999. The Craft of Copywriting: How to write, copy, How to be a copywriter, The art of copywriting. Great Britain: Mackays of Chatham Cyr, L. 2003. The art of promotion: creating distinction through innovative production techniques. Rockport: Rotovision De Chernatony, L & McDonald, M. 2003. Creative Powerful Brands, Third Edition. Oxford: ButterworthHeineann Dege, N. 2011. Technology of bottled water: Third Edition. Sussex: Wiley–Blackwell Dibb, S. et al. 2006. Marketing: Concepts and Strategies: 5th European Ed. Boston: Houghton Mifflin. Easey, M. 2009. Fashion Marketing. Oxford: Wiley-Blackwell Fioroni, M &Titterton, G. 2009. Brand Storming: Managing Brands in the era of Complexity. Basingstoke: Macmillan Publishers Fishel, C. (1999) Minimal Graphics: The Powerful New Look of Graphic Design. Massachusetts: Rockport Publishers Ltd. Gladwell, M. 2011. The Tipping Point: How Little Things Can Make a Big Difference. London: Abacus Gronroos, C. 2006. Service Management and Marketing: Customer Management in Service Competition. Chichester: John Wiley Hammon, J. 2008. Branding Your Business: Promoting your business, attracting customers and standing out in the market place. London: Kogan Page Ind, N. 2003. Beyond Branding: How the new values of transparency and integrity are changing the world of brands. London: Kogan Page Jedlicka, W. 2009. Packaging Sustainability: Tools, Systems and Strategies for Innovative Package Design. New Jersey: John Wiley & Sons Inc. Jedlicka, W. 2010. Sustainable Graphic Design. New Jersey: John Wiley & Sons Inc. Jury, D. 2006. What is typography? Hove: RotoVision Kotler, P. 2008. Principles of Marketing, 12th Edition. Upper Saddle River: Pearson/Prentice Hall Lewis, K & Housden, M. 1998. An Introduction to International Marketing: A guide to going global. London: Kogan Page McDonald, M & Wilson, H. 2011. Marketing Plans: How to prepare them, how to use them. Chichester: Wiley Newark, Q. 2007. What is Graphic Design? London: Prion
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Roman, K. Maas, J. 2003. How to Advertise: What works and what doesn’t – And why, 3rd Ed. London: Kogan Page Savoir, A. 2008. Package Design. London: Daab Stoklossa, U. 2007. Advertising: New techniques for visual seduction London: Thames & Hudson Tabor, A and Blair, R. 2009. Nutritional Cosmetics: Beauty from Within. Oxford: Elsevier Wiedemann, E. 2011. Logo Design. Volume 3 China: Taschen Articles and Journals Albena. 20120 Easy Breazy Pastel Colors [online] 6th March 2012 Available at http://csicolorworld. com/blog/springsummer-2012-runway-trends-easy-breazy-pastel-colors (Accessed 24/04/2012) Athur. 2012. Social media platforms: marketing top five [online] 14th March 2012 Available at http:// www.wgsn.com/content/report/Marketing/Communication_Strategy/2012/March/global_social_ mediaupdate.html Accessed (18/03/2012) Baker, S. 2012. Nutraceuticals Are Booming in the U.S., Part II [online] Available at http://www.nhiondemand.com/expertsperspectives/article.aspx?id=310 (Accessed 05/03/2012) Clarke, R .2011. Cosmeceutical beauty drinks sitting pretty, says Zenith [online] 11th February 2011 Available at http://newhope360.com/personal-care/cosmeceutical-beauty-drinks-sitting-prettysays-zenith (Accessed 06/03/2012) Costa, M. 2012. Women want cosmetic brands to work harder [online] Available at: http://www.marketingweek.co.uk/trends/women-want-cosmetic-brands-to-work-harder/4000512.article (Accessed 06/04/2012) Draelos, Z. 2010. Clinics in Dermatology. Volume 28, Issue 4, Pg 400–408 [online] Available at: http:// www.sciencedirect.com/science/article/pii/S0738081X1000043X (Accessed 12/3/2012) Frogg-Johnson N. 2007. Venture capital investment drives health and wellness innovation. Nutraceuticals World 10(4): 76-86 Gruenwald, J. 2007. Discovering active food and nutraceutical ingredients. Nutraceuticals World 10(4): 30-31 Keneally. 2012. Pinterest Now The Most Popular Social Media Network [online] Available at: http:// www.dailymail.co.uk/news/article-2127078/Pinterest-popular-social-media-network-beatingLinkedIn-Tumblr.html (Accessed 29/04/2012) McDougall,A. 2011. US consumers begging to see the beauty from within benefits [online] 11TH July 2011 Available at http://www.cosmeticsdesign.com/Market-Trends/US-consumers-beginning-tosee-the-beauty-from-within-benefits (Accessed 27/03/2012) Montague-Jones, G. 2009. Failure of Danone beauty yoghurt is a learning opportunity [online] 9th February 2009 Availble at: http://www.cosmeticsdesign.com/Market-Trends/Failure-of-Danonebeauty-yogurt-is-a-learning-opportunity (Accessed 12/04/2012) New Hope Natural Media. 2010. Nutricosmetics sumit demonstrates ‘the beauty from within’ concept [online] 10th June 2010 Available at http://newhope360.com/nutricosmetic-summit-demonstrates-beauty-within-concept (Accessed 02/04/2012) NewHope360. 2009. Will Glowelle break open the beauty from within market in the United States? [online]1st February 2009 Available at http://newhope360.com/health-and-beauty/will-glowellebreak-open-beauty-within-market-united-states Accessed (21/03/2012) Nutraceuticals World. 2012. Consumers Targeting Health Concerns with Food [online] 22nd February 2012 Available at: http://nutraceuticalsworld.com/contents/view_breaking-news/2012-02-22/ 121
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consumers-targeting-health-concerns-with-food/ (Accessed 05/03/2012) Nutraceuticals World. 2012. Global Sales for Nutraceutical Ingredients to Reach $24 Billion by 2015 [online] 2nd January 2012 Available at http://nutraceuticalsworld.com/issues/2012-01/view_industry-news/global-sales-for-nutraceutical-ingredients-to-reac/ (Accessed 05/03/2012) Nutraveris Post. 2011. Nestlé launches Nesfluid®: a range of drinks under the “Hydranutrition®” concept [online] 1st October 2010 Available at: http://www.nutraverispost.com/en/2010/10/01/nestle-lancenesfluid%C2%AE-une-gamme-de-boissons-sous-le-concept-de-l%E2%80%99hydranutrition%C2%AE/ (Accessed 10/03/2012) Penner, A. 2011. The Importance of Efficacy in Cosmeceutical Beauty. [online] 1st November 2011 Available at: http://www.gcimagazine.com/marketstrends/segments/antiaging/132992463. html?page=2 (Accessed 02/3/2012) Rand, H. 2011. Bored with bubble bath and perfume sprays? Latest trend in cosmetics is to EAT yourself beautiful [online] 15th December 2011 Available at http://www.dailymail.co.uk/femail/beauty/ article-2074675/Nutricosmetics-Latest-trend-cosmetics-EAT-beautiful.html#ixzz1oSLxOfPH )Accessed 06/03/2012) She Knows. 2012. Edible Beauty Products [Online] Available at: http://www.sheknows.com/beautyand-style/articles/840927/8-edible-beauty-products (Accessed 26/03/2012) Todd, S. 2010. France: Nestlé launches Nesfluid drink [online] 22nd September 2010 Available at: http://www.just-drinks.com/news/nestl%C3%A9-launches-nesfluid-drink_id101923.aspx (Accessed 06/03/2012) PR Web. 2011. Global Nutricosmetics Market to reach US$4.24 billion by 2017. [Online] Available at: http://www.prweb.com/releases/nutricosmetics/ingredients_supplements/prweb8831410.htm (Accessed 03/03/2012) Anything Graphic. 2012. Branding, the Importance of Colour in Logo’s. [online] Available at: http://www.anythinggraphic.net/03/2011/branding-the-importance-of-color-in-logos/ (Accessed 05/02/2012) Baginski, C. 2011. 6 inner beauty strategies to sell nutricosmetics [online] 7th April 2011 Available at http://newhope360.com/nutricosmetics/6-inner-beauty-strategies-sell-nutricosmetics (Accessed 01/04/2012) Beautyin About us. Available at: http://www.beautyin.net.br/beauty-in (Accessed 02/02/2012) BoF Team. 2012. The Bottom Line: Pinterest vs Facebook [online] Available at: http://www.businessoffashion.com/2012/05/the-bottom-line-pinterest-vs-facebook.html (Accessed 07/05/2012) Boomerang. 2011. Cinema Media. [Online] Available at: http://www.boomerangmedia.co.uk/pdf/ media-pack/cinema-media-pack-2011. (Accessed 28/3/2012) Borba: About us. 2012. Available at http://www.borba.com/about (Accessed 01/02/2012) Brand by Social. 2011. The Importance of brand name. [online] Available at: http://brandbysocial. com/branding/the-importance-of-brand-name/ (Accessed 10/4/2012) Branding Strategy Insider. 2006. Brand Identity, the Importance of Colour.[online] Available at: http:// www.brandingstrategyinsider.com/2006/11/brand_identity_.html (Accessed 20/02/2012) Chernov. 2012. 10 Ways To Humanize your brands on social media. Available at: http://mashable. com/2012/03/29/humanize-brand-social-media/ (Accessed 06/04/2012) Chovet, B. 2010. How Brands Are Bringing to Life Sustainable Packaging Solutions [online] 2nd August 2010 Available at http://popsop.com/37122 (Accessed 10/03/2012)
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Coates, J. 2003. Future of Packaging [online] Available at http://josephcoates.com/pdf_files/255_ Future_of_Packaging.pdf (Accessed 13/03/2012) Drell. 2012. 6 Ways to Acquire New Customers via Social Networks [online] Available at: http://mashable.com/2012/03/29/customer-acquisition-social/ (Accessed 09/04/2012) Food Matters. 2012. You are what you eat. [online] Available at: http://www.foodmatters.tv/Health_ Resources (Accessed 21/1/2012) Functionalab: About us. 2012. Available at: http://www.functionalab.co.uk/about-functionalab (Accessed 03/02/2012) Gardner. 2012. Future Digital Marketing Trends [online] Available at: http://mashable.com/2012/03/05/ future-digital-marketing-trends/ (Accessed 09/04/2012) GCI Magazine. 2011. Mintel Report Showcases Growth of Facial Skin Care in the UK. [online] Available at: http://www.gcimagazine.com/marketstrends/segments/skincare/130434568.html?page=1 (Accessed 05/04/2012) Gibbs, A. 2008. Packaging that pops [online] Available at http://dynamicgraphics.com/dgm/Article/28892/index.htmlhttp://dynamicgraphics.com/dgm/Article/28892/index.html (Accessed 16/02/2012) Green. 2012. Key Trends in Digital PR 2012 [online] Available at: http://mashable.com/2012/02/17/ key-trends-digital-pr/ (Accessed 05/03/2012) Harvey Nichols. 2011. http://www.harveynichols.com/food-wine/categories/groceries/cold-drinksmixers/s361467-purelosophy-relax.html (Accessed 10/03/2012) Imagination. 2012. Imagination Store of the future the body shop. Available at http://www.imagination.com/en/our-work/store-future-body-shop (Acessed 18/04/2012) Jacques, L. 2011. Packaging Trends 2011 and 2012. [online] 27 July 2011 Available at http://designmagazine.co/wordpress/2011/07/27/packaging-trends-2011-and-2012/ (Accessed 10/02/2012) Keynote. 2011. ABC1 Consumer Market Assessment 2010 [online] Available at: https://www.keynote. co.uk/market-intelligence/view/product/2407/abc1-consumer (Accessed 21/03/2012) Keynote. 2011. Cosmetics and Fragrances Market Report Plus 2011 [online] Available at: https:// www.keynote.co.uk/market-intelligence/view/product/10410/cosmetics-fragrances-2011 (Accessed 21/02/2012) Kondhia, P. 2011. A look at the nutricosmetics launches during the year so far [online] 24 August 2011 Available at http://www.cosmeticsdesign-europe.com/Market-Trends/A-look-at-the-nutricosmeticsproduct-launches-during-the-year-so-far (Accessed 27/03/2012) Kondhia, P. 2011. Nutricosmetic industry continues to be dominated by Japan – euromonitor [online] 23 August 2011 Available at http://www.cosmeticsdesign-europe.com/Market-Trends/Nutricosmetics-industry-continues-to-be-dominated-by-Japan-Euromonitor (Accessed 27/03/2012) Kondhia, P. 2011. Skin care priorities to drive sales of nutracosmetics [online] 26 August 2011 Avaliable at http://www.cosmeticsdesign-europe.com/Market-Trends/Skin-care-priorities-to-drive-salesof-nutricosmetics (Accessed 27/03/2012) L2 Think Tank. 2011. Digital IQ Index: Beauty and Skincare 2010 [PDF] Available at: http://www.l2thinktank.com/digital-iq/digital-iq-beauty/ (Accessed 09/03/2012) L2 Think Tank. 2012. Digital IQ Index: Beauty and Skincare 2011 [PDF] Available at: http://www.l2thinktank.com/digital-iq/digital-iq-beauty/ (Accessed 09/03/2012) Leading Futurists. 2012. The Future of Packaging 2010-2020 Available at http://leadingfuturists.biz/
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future-packaging/future-packaging-20102020/ (Accessed 13/03/2012) Lennard, C. 2011. Nutricosmetics: Creating Solutions for Today’s Beauty Consumer [online] 1st September 2011 Available at http://nutraceuticalsworld.com/issues/2011-09/view_features/nutricosmetics-creating-solutions-for-todays-beauty-consumer/ (Accessed 05/03/2012) Lukovitz, K. 2012. Top Social Engagement Brands Make ‘Me Statements’ [online] Available at: http:// www.mediapost.com/publications/article/171130/top-social-engagement-brands-make-me-statements.html (Accessed 22/04/2012) Marketing M.O. 2012. Competitive Positioning. [online] Available at: http://www.marketingmo.com/ strategic-planning/competitive-positioning (Accessed 12/3/2012) Ministry of Health, Labour and WelfareAvailable at http://www.mhlw.go.jp/english/topics/foodsafety/fhc/02.html Accessed (04/12/2012) Mintel. 2010. Natural and organic beauty- UK [online] February 2010 Available at http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479857/display/ id=508304#hit1 (Accessed 06/11/2011) Morton, J. 2010. Why Colour Matters. [online] Available at: http://www.colormatters.com/color-anddesign/why-color-matters (Accessed 21/02/2012) Nutrition Unplugged. 2011. Are Beauty Foods Really that Attractive? [online] 22nd September 2009 Available at: http://nutritionunplugged.com/2009/09/food-trend-alert-will-shoppers-be-attractedto-beauty-foods/ (Accessed 10/03/2012) Outdoor Media Centre. 2011.Who Sells What. [online] Available at: http://www.outdoormediacentre.org.uk/outdoor_advertising_info/members/Who_sells_what (Accessed 28/3/2012) Popsop Team, June 2010.‘Beauty’in, the first product in the category called ‘alimetics’ Available at: http://popsop.com/35216 [Accessed 02/02/2012] PR Web. 2011. Global Nutricosmetics Market to reach US$4.24 billion by 2017. [online] Available at: http://www.prweb.com/releases/nutricosmetics/ingredients_supplements/prweb8831410.htm (Accessed 03/03/2012) Rubino, J. 2010. Are you buying what the nutricosmetics industry is selling [online] 5th November 2010 Available at http://newhope360.com/personal-care/are-you-buying-what-nutricosmetics-industryselling (Accessed 01/04/2012) Tan. 2012. The Body Shop Launches A New Beauty Movement: Beauty With Heart [online] Available at: http://www.herworldplus.com/beauty/updates/beauty-updates-body-shop-launches-newbeauty-movement-beauty-heart (Accessed 15/04/2012) Transport for London. 2010. tube tips for women 21 October 2010 Available at http://www.tfl.gov.uk/ static/corporate/media/newscentre/archive/3883.html (Accessed 24/04/2012) Trend Watching. 2012. 12 Crucial consumer trends for 2012 [online] Available at http://trendwatching.com/trends/12trends2012/ (Accessed 20/12/2011) Trend Watching. 2012. February 2012 Briefing: POINT-KNOW-BUY [online] Available at: http://trendwatching.com/trends/pointknowbuy/ (Accessed 14/03/2012) Trend Watching. 2012. March 2012 Briefing: Flawsome [online] Available at: http://trendwatching. com/briefing/ (Accessed 14/03/2012) PDF’S Boomerang. 2011. Cinema Media. [PDF] Available at: http://www.boomerangmedia.co.uk/pdf/ media-pack/cinema-media-pack-2011.pdf (Accessed 28/3/2012) 124
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Solusource.2011. Global Shipping: Choosing the best method of transportation. [PDF] Available at: http://www.solusource.com/tominfo/WhitePapers/Global%20Shipping%20Methods.pdf (Accessed 22/04/2012) The Body Shop. 2012. Values Focus [PDF] Available at: http://www.brandstorm.loreal.com/Cand/ DATA/resource/2012/Values%20Focus.pdf (Accessed 02/04/2012) Television Programmes Home of the future, 2012. Series 1, Episode 1-5. [TV] Channel 4 (February 12 2012) Visits Natural and Organic Show 2nd April London Olympia
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Appendix
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11.1 Blank Consent Form 11.2 Blank skincare routine online questionnaire 11.3 Tabulation of results for skincare online questionnaire 11.4 Focus Group on skincare routines and beauty beverages 11.5 Blank nutricosmetics online questionnaire 11.6 Tabulation of nutricosmetics online questionnaire 11.7 Focus Group on the be concept 11.8 Skincare concerns research 11.9 Initial reactions to product aesthetics 11.10 Industry Professional Interview 11.11 Interview with Target consumer 11.12 Costing Breakdown 11.13 Ingredients: Breakdown and Benefits 11.14 Competitor Pricing 11.15 One a day drinks pricing 11.16 Natural and Organic Tradeshow Photos 11.17 Japanese beauty drinks market 11.18 Consent Forms 11.19 Team Minute Meetings 11.20 Critical Path 11.21 Tutorial Record Sheets 11.22 Ethical Checklist
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11.1 Consent Form m:\School of Art & Design\School General Information\School Policies\Art & Design Ethics Policy.doc
Consent Form: Please use this information as a basis, when you will be interviewing participants for your work, either individually or part of a focus group. You should discuss your final version with your supervisor/tutor as you may have to tailor it to your particular needs.
Project Title ......................................................................................... Consent Form Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form
1. I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research 2. I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights 3. I give permission for the interview to be recorded by the research staff, on the understanding that the tape will be destroyed at the end of the report 4. I give permission for my photograph to be taken by researchers, on the understanding that the photo will be destroyed at the end of the project 5. I agree to take part in this project
Name of respondent
Date
Signature
For office use only Name of researcher taking consent .................................................................... Date .......................................................................................................................... Signature ....................................................................................................................
Ethical guidelines and framework for research undertaken by students 8th April 2008, revised 11th and 17th December 2009, 4th January 2010, 29th January 2010, 13th April 2010 and 2011
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11.2 Blank skincare routine survey By answering the following questions you are agreeing to the terms and conditions set by Nottingham Trent University and therefore are agreeing for your answers to be used as part of acedemic research and reports. Please see the following link for the Ethics policy. (http://www.ntu.ac.uk/research/information/ethics_governance/index.html) 1. Do you have a daily skincare routine? Yes No 2. If yes, how many steps are there to your daily skincare rountine? If no, thank you for your time please do not respond any further? 1-2 3-4 4-5 5+ 3. What products do you use as your daily facial skincare rountine? Facial wash/cleanser Facial Exfoliator Facial Toner Facial Serum Facial moisturiser Make up wipes Primer Makeup 4. What is the first product you use as part of your daily facial skincare routine?
5. What is the last product you use as part of your daily facial skincare routine?
6. Would you ever consider using any form of nutricosmetics product (e.g. beauty drink) as part of your daily skincare routine? Yes Maybe No
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7. What times of the day do you usually perform your daily skincare routine? Please select as many answers as applicable Morning Afternoon Throughout the day Evening Night
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11.3 Tabulation of results skincare routine survey 1.Do you have a daily facial skincare routine? 1.Do you have a daily facial skincare routine?
Yes No Yes No
2.If yes, how many steps are there to your daily facial skincare routines? If no thank you for your time, and 2.Ifplease yes, how steps are there to your daily facial do many not respond to any further questions. skincare routines? If no thank you for your time, and please do not respond to any further questions.
1 to 2 3 to 4 1 to 2 4 to 5 3 to 4 5+ 4 to 5 5+
3.What products do you use as part of your daily facial skincare routine? Face wash/Cleanser Face exfoliation Facial toner Facial serum Facial moisturizer Primer Make-up Face wipes
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4. What is the first skincare product you use as part of
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4. What is the first skincare product you use as part of your daily skincare routine? Most frequent answers Face wash Cleanser Exfoliator Moisturizer 5. What is the last skincare product you use as part of your daily skincare routine? Most frequent answers Face wipes Moisturizer Serums Night cream Eye cream
Would you ever consider using any form of nutricosmetic product (eg, beauty beverage) as part of your daily facial skincare routine?
Yes Maybe No
What times of the day do you usually perform your facial skincare routine? Please select as many answer as applicable.
Morning Afternoon Throughout the day Evening Night
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11.4 Skincare Routines and Beauty Drinks Focus Group ZB: Zoe Bishop SB: Sophie Bond CC: Claire Chilton A focus group was conducted on 15th March 2012 at Waverly Gallery, Nottingham Trent, with 10 female participants aged 20-34, to investigate their attitudes towards nutricosmetics beauty beverages, skincare routines and their skincare and complexion concerns. The following questions and responses outline the most significant insights we gained through conducting this primary research – detailing specific discussions only, selecting particular answers that have been a direct influence on our concept. SB: Do you all have a skincare routine you perform on a daily basis? If so, what products does it consist of and when do you do it? P3: Yeah I definitely have a little daily routine, especially when I’m working – like during the week – I always do the same skincare routine in the morning before work when I get up. I use face wash in the shower, then moisturiser and primer before applying my make up. P9: I sometimes vary mine in terms of what I use, but I always use my skincare products in particular order, so yeah in that sense I have a daily routine. I’m the same as Rachael, I always use face wash in the shower and then moisturizer, and then I might use other primers or serums before I apply my make up. P5: I always do the same routine in the morning – I exfoliate and cleanse in the shower, then use moisturiser mixed with a little bit of serum, depending how dry my skin is feeling – then use tinted moisturizer (as I like to give my skin a glow) before applying make up – which, on the weekends, I usually wear more of. ZB: So Katie (P5) you said about using tinted moisturizer to give you skin a glow, what else do you what to do by using these particular products in your skincare routines? What are the skincare concerns you have that you aim to improve, I guess, by using them? P5: The main things I want from using my skincare products are, I guess, keep my skin smooth and – like I said – have a nice glow and skin tone – I want to keep my skin fresh, especially when I’m busy and working long hours and keep my skin moisturised. P7: My skin can get quite dry so I always use moisturizer and sometimes serums to keep my skin nourished P1: I find my the end of the week my skin can look quite dull so I tend to use more products and apply more make up as it goes on! I sometimes use serums or a more intense face wash at the end of the week to give my skin a boost, to kind of refresh and restore it for the weekend, especially if I’m going out. P4: Yeah, I want my skin to be smooth and clear as well as like bright and glowing, I want my skin to look and feel healthy. P2: Same – I want skin that looks healthy and fresh, and to try and keep it young looking really, that’s why I use natural skincare products and always use things to keep my skin firm and hydrated. P3: I want my skin to be youthful, like smooth and bright and have a clear complexion as much as possible. When I’m busy and stressed in the week I find my skin gets really tired looking, so I guess if 134
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I could improve my skin somehow I’d like to stay more radiant and have a way to keep it rejuvenated. CC: Have any of you heard of nutricosmetics or beauty beverages? They have been trending and growing very popular in places such as Japan for quite a few years and Europe and the UK is starting to follow. They’re basically a form of functional ingestible products, combining nutrition with cosmetics, to make food or drinks that target beauty and skincare concerns. P6: Yeah I’ve heard of them, not that I’ve ever tried one – but I’ve seen some in boots, like a collagen drink and seen like dietary supplement things, like tablets. P5: Yeah I’ve tried that gold collagen drink! It didn’t taste nice though and definitely didn’t seem natural so I never bought it again! P1: I’ve never tried one, but I’ve heard of a few – I saw a thing online advertising one – called Borba I think, it was an American advert. That looked quite refreshing and natural, but I don’t know whether it would really work ZB: If a high street brand were to create a beauty beverage, at a reasonable price, what would persuade or convince you to buy it? P10: I think a bit thing that would affect whether I bought it would be the ingredients, and what it tasted like – I’d want to try it first P2: Yeah for me it would depend a lot on ingredients – I watch what I put in my body a lot and want to keep healthy, so I would want natural ingredients. P9: I think being able to try the product first would be key. P4: I’d only use the product if it would actually help my skin, so there was good ingredients and proof to show that it would be beneficial. P3: For me convenience is key – I use skincare products that are simple and effective P7: I’d only use it if I could trust it was natural and beneficial P8: I like the idea of a drink, instead of just my standard beauty products – so as long as it was beneficial and not too expensive I’d definitely try it. P5: I’m so busy during the week so I’d only add another skincare product into my daily routine if it was quick and convenient to use – as well as enjoyable!
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11.5 Blank nutricosmetics survey By answering the following questions you are agreeing to the terms and conditions set by Nottingham Trent University and therefore are agreeing for your answers to be used as part of acedemic research and reports. Please see the following link for the Ethics policy. (http://www.ntu.ac.uk/research/information/ethics_governance/index.html)
1. What type of facial beauty products do you use on a regular basis? Make up remover Cleanser Exfoliator Toner Moisturiser Face Masks Anti Aging products Sun protection Acne or blemish treatments 2. On average how much do you spend on beauty products per month? £0 £0 - £3 £3 - £5 £5 - £10 £10 - £20 £20 - £30 £30 - £40 £40 - £50 £50+ 3. Where do you usually buy your facial beauty products from? Online Pharmacy Supermarket Specialist retailers (ie boots, superdrug) Standalone stores (ie L’Occitane) Department stores (ie Debenhams, John Lewis) Spa Beauticians 4. Are you aware of the term nutricosmetics? Yes No 5. Have you ever tried a beauty drink before? Yes No
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6. If yes, What were your thoughts
7. What drinks do you currently buy to aid your health and beauty (for example fruit juices, collegen drinks probiotic drinks)?
8. How much would you expect to pay for a beauty drink ? £1 - £3 £3 - £5 £6- £9 £10 - £13 £14+ 9. Where would you expect to find a beauty drink? Fridge Cupboard Bathroom cupboard Make-up bag Handbag Other (Please specify) 10. What do you believe is the future of beauty?
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Nutricosmetics Survey Tabulation The Body Shop
Nutricosmetics Survey Tabulation
11.6 Tabulation of results for Survey nutricosmetics survey Nutricosmetics Tabulation 1. What types of facial beauty products do you use on a regular basis? 1. What types of facial beauty products do you use on a regular basis? 1. What types of facial beauty products doMake-up you useremover on a regular basis? Cleanser
Make-up remover Toner Make-up remover Cleanser Exfoliator Cleanser Toner Moiturizer Toner Exfoliator Face mask Exfoliator Moiturizer Moiturizer Face mask Face mask
2. On average how much do you spend on facial beauty products per month? 2. On average how much do you spend on facial beauty products peryou month? 2. On average how much do spend on facial beauty products per month? £0-£3 £3-£5 £0-£3 £5-£10 £0-£3 £3-£5 £10-£20
£3-£5 £5-£10 £20-30 £5-£10 £10-£20 £30-£40
£10-£20 £20-30 £20-30 £30-£40 £30-£40
3. Where do you usually buy your facial beauty products? 3. Where do you usually buy your facial beauty Onlinefacial beauty products? 3. Where do you usually buy your products? Pharmacy Online Supermarket Online Pharmacy Specialistretailers(i.e.BootsorSuperdrug) Pharmacy Supermarket Standalonestore(i.e.L’Occitane) Supermarket Special istretailers orSuperdrug) Department store(i.e. (i.e.Boots Debenhams, John Lewis) istretailers(i.e.BootsorSuperdrug) Special Stand Spa alonestore(i.e.L’Occitane) Standalonestore store(i.e. (i.e.Debenhams, L’Occitane) John Department Beauticians Lewis) Departmentstore(i.e.Debenhams,John Spa Lewis) Spa ans Beautici Beauticians
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4. Are you aware of the term Nutricosmetics?
Yes No
5. Have you ever tried a beauty drink before?
Yes No
6. What drinks do you currently purchase to aid your health and beauty? (For example, fruit jucies, probiotic drinks, collagen drinks) 5 most frequent answers - Fruit juices - Water - Yoghurt drinks - Vitamin6. water What - Smoothies
drinks do you currently purchase to aid your health and beauty? (For example, fruit jucies, probiotic drinks, collagen drinks) 5 most frequent answers
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Vitamin drinks water Yoghurt Smoothies Vitamin water Smoothies
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7. How much would you expect to pay for a beauty drink? 7. How much would you expect to pay for a beauty drink? £1-£3 £1-£3 £3-£5 £3-£5 £6-£9 £6-£9 £10-£13 £10-£13 £14+ £14+
8. Where would you expect to store a beauty 8. Where would youdrink? expect to store a beauty drink? Fridge Fridge Cupboard Cupboard Bathroom cupboard Bathroom cupboard Make-up bag Make-up Handbag bag Handbag
9. What do you believe is the future of beauty? 9. What do you believe is the future of Top mostbeauty? frequent answer Top most frequent answer Natural products Top most frequent answer Technology - use Natural products Multi-functional Personalizedproducts Technology Natural products Non-invasive-alternatives to plastic Multi-functional use Technologysurgery - Multi-functional Personalized products use - Personalized products 9. What do you believe is the future of beauty?
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11.7 Concept Focus Group ZB: Zoe Bishop SB: Sophie Bond CC: Claire Chilton A focus group was conducted on 13th April 2012 in Nottingham with 10 female participants aged 20-34, to investigate their attitudes and opinions on our proposed concept of the new ‘be’ beauty drinks product range. The same 10 participants from the previous focus group ‘Skincare Routines and Beauty Beverages’ were used to build on responses and relationship already formed. The following questions and responses outline the most significant insights we gained through conducting this focus group – detailing specific discussions only, selecting particular answers that have been a direct influence on our the development of our proposed product range – in terms of both concept and aesthetics. CC: Since we met up with you last, we have created the new product range for The Body Shop: ‘be’. be is a range of 5 ready-to-drink beauty beverages that target 5 key skincare concerns. It is the new basis to consumers daily skincare routine, targeting beauty from the inside out, and will always be sold as a pack of 5. You have a drink per day, from Monday to Friday to target different complexion concerns, and each drink features 2 key active ingredients and one of The Body Shop’s Community Fair Trade ingredients. (Shows pack shot and individual bottles) ZB: What are you initial reactions to the concept behind be? P3: Wow, it’s really like forward-thinking – really innovative… I’ve never heard of anything like it, or seen anything on the high street. P7: Yeah I think it sounds great – I love the idea of starting skincare from the inside P4: Yeah me too, it sounds really exciting to think of a beauty product that you drink, instead of just the normal skincare products you apply externally. P10: Yeah I can really see that working – I love the idea of starting my daily routine by having a little drink to start my skincare – I can imagine using that a lot. P1: It sounds very futuristic – I’d like to know what it tastes like though! SB: Well each drink variation has a different flavour, depending on the key active ingredients in each (shows breakdown of key active and Community Fair Trade ingredients in each variation) - for example be radiant’s key active ingredients are peach and orange extract with CFT honey, therefore that it’s a sweet peach and orange flavour. P2: Ooh wow, they all look good – really tasty combinations! P5: They all sounds really fresh and fruity, seems like all the ingredients are really natural – so that’s perfect for The Body Shop. P9: Yeah they sound really nice and natural – very Body Shop! I think the fact they are so natural and like fresh, fruity it makes it more enticing and believable. ZB: So, this is the packaging design of ‘be’, what do you all think? The bottles are only 100ml so only about 10cm high each.
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(Show the participants a digital imagine of the bottle) P8: Ah wow it looks so fresh – really clean and modern P4: Yeah I love how the shape of them is so organic and how they all fit together, it looks like flower – really feminine. P6: Yeah so feminine and modern – they look like cosmetic products more than drinks… I guess that’s good as they’re beauty drinks though. P2: Yeah I agree, they’re great. But I do think they look really clean – and I don’t think they really show the flavours or the natural ingredients very well. P9: Actually yeah I agree – all those flavours and the ingredients you showed us sound so nice but the packaging doesn’t really show that very strongly. P1: Same – I love the design but I think it bit more use of the colours and ingredient flavours would make it more appealing, and more The Body Shop’s style. P3: Yeah more use of ingredients would make the flavours more clear ZB: Do you think the design looks ergonomically easy to use and like they are drinkable beverages? P5: I think they look like cosmetics, but obviously like drink bottles with the lids. P7: Yeah I think the shapes are lovely, and would be really nice to hold and use. P1: Same, the curved shape and size would be nice to hold and drink from. CC: And do you think the liquid quantity of 100ml is about right? P9: Yeah I think so; you don’t want to have to drink too much liquid as I guess it’s not meant to be hydrating is it? P3: No I think it sounds like quite little, but like you say it’s not for hydration. P4: Yeah I think the fact that its quite a small amount makes it seem more effective, like a more concentrated liquid. In response to this feedback we received, amendments were made, such as adjustments to aesthetics to add ingredients visuals to the bottles – making the natural, fresh ingredients and flavours clearer to the consumer.
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11.8 Skincare Concerns
In order to determine justification, for what skincare concerns the beauty drinks are going to respond to, Team elicit went out to the streets of Nottingham in the area of the Lace Market and Market Square to ask consumers how they would like to improve their facial skin/complexion. The responses were written down on sticky notes and afterwards collated. The top 5 responses included;
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- More radiant/tanned - Clearer - Healthier - Hydrated - Over all healthier. These responses then lead the direction of what each drink is going to target.
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11.9 Initial product design feedback
In addition to the focus group, our team received feedback on the initial product design in Nottingham city centre. We asked members of the public to describe our product in one word, and the words above were the most common answers.
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P8: Ah wow it looks so fresh – really clean and modern
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11.10 Industry Professional Interview Interview via email with Dr. Morgane Gaye, a professional within the industry, specialising in Food Futurology. The following information aided research in terms of the direction that drinks are heading. 1. In your opinion, what are the emerging trends in the drinks market? Drinks are a massive market, there is an emerging market in power drinks and another multifunctional drinks. Drinks are offering more than just hydration, consumers want more and added benefits to their drinks. Sports drinks with added benefits. Drinks with multifuctional performance attached. Drinks with a new to-go phenomena 2. Do you think UK consumers are ready for the nutricosmetics market? Its difficult to predict how the UK will react, however I do believe extensive consumer education is crucial to inform consumers of the benefits of ingestible beauty. There are positive added benefits to beauty from within and consumers need to be educated, this will take time to convince consumers to add a beauty drink to there current skincare routine. Consumer know that what they eat will ultimately affect there appearance therefore the idea of a beauty drink isn’t so abstract. 3. Do you think The Body Shop is a the right brand to enter the nutricosmetics market? The body shop has a strong natural, trustworthy and ethical reputation therefore consumers may be more inclined to trust the brand with such an innovative concept. However would the brands current consumer (50+ women) want a beauty drink? Is it this woman that you are targeting? If the product was marketed to a younger audience i believe it would have more success. Once one brand launches a successful beauty drink other will follow suit. 4. What do you believe are key ingredients (food or drink) to aid beauty? Water, maca, lacuma, bee pollen, camu camu, purple corn, spirulina , chlorella, cats claw, richi mushrooms, cacao -list of about another 50. Every single food which is unadulterated...raw form natural source 5. What do you think the future holds for beauty drinks? It is defiantly on the increase and only time will tell how successful they will become internationally. Beauty drinks have proved a sucess within Japan so it is possible that the beauty drink pheonoinam will become global and imbedded into our beauty routines.
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11.11 Interview with target consumer An interview was conducted on 6th April 2012 in Stratford-on-Avon with Laura Bree, a 29-year-old female consumer from Warwickshire who works at Millward Brown Marketing Agency. Laura Bree is a prime example of the target consumer for the proposed concept, therefore this interview was conducted with the intention to gain deeper understanding and further insights into consumer attitudes and opinions in relation to skincare, daily routines and nutricosmetics. ZB: Zoe Bishop LB: Laura Bree ZB: What does your morning routine usually consist of? LB: Well, I normally wake up about 7am – pretty tired – so jump straight in the shower, using Herbal Essences shampoo and conditioner and Original Source shower gel. I use an exfoliating face scrub then wash my face with a more gentle cleanser as well. After the shower I just use a light facial moisturizer. ZB: Do you usually wear make up everyday? LB: I generally wear make up everyday yeah, typically I’ll apply it every morning but I don’t like to wear too much, especially for work – when I can I’ll try to just wear my tinted moisturizer instead of foundation. I do take my make up with me in my handbag most of the time to top up through the day if I need to, or obviously if I’m going out for drinks after work or in the evening I’ll apply more make up products then. ZB: Is there anything you don’t like about your skincare routine? LB: Not really, as I don’t use that many products however it is annoying with little time in the mornings to have to use a number of different ones to target different things. ZB: Do you look for beauty products that give an instant result or more long lasting ones? LB: Err, with make up I like to see an instant result when I apply it, but definitely with skincare products I like to think the ones I buy and use will be giving me more of a long-lasting, quality result. ZB: So quality is important to you in skincare products? LB: Yes, definitely. But I also want convenience, I don’t have that much time before and around work as I’m so busy so I want products that are easy to apply and quick to use, like that can fit into my routine in the mornings. ZB: What about using anti-aging products? LB: I haven’t really thought about using ‘anti-aging’ products as such but I definitely am conscious of keeping my skin as healthy and fresh for as long as possible. That’s why I like to use simple, natural products and avoid applying too much thick make up, I don’t just want quick fixes which could damage my skin even more in the long run. ZB: So what do you think of plastic surgery? LB: Eugh, no way – no matter how wrinkled I was I don’t think I could ever consider surgery for beauty. I like to look good but more so because I like to feel good rather than just for the sake of vanity.
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ZB: What makes you feel good about yourself? LB: I guess eating well and staying healthy – I like to go swimming and exercise when I can to keep in shape, but I’m definitely not a sports fanatic! Going on holiday, socially with my friends and family, and doing well at work I guess all makes me happy. ZB: What do you think about the idea of a daily beauty drink that would enhance your skins natural complexion? LB: Hmm, yeah, I’ve never really tried any edible or drinkable beauty products, but I think if it was convenient and easy to use as well as be beneficial for my skin, then yeah its something I would definitely consider. I’ve heard about beauty drinks, like my friends who have been abroad have seen them a lot recently think, on trips to America and Japan and places. ZB: And what about the pricing of this sort of product? LB: Price? Hmm, if it was something I drank daily then I guess I wouldn’t want to spend too much per bottle, but I normally buy a smoothie or vitamin water every day or two anyway I suppose so a couple of pounds a bottle I’d be willing to spend if it would help enhance my complexion, but I’d be a bit skeptical as to whether it really would. ZB: What would reduce your skeptism? LB: If I could sample the product or at least be given good information and advice about how the beauty drink would work and how it would impact my skin... that would probably make me feel more confident in it. ZB: What would be the most important thing you’d want the drink to target? LB: I suppose, in terms of skincare, there are quite a few different elements that I use products to improve… I guess, keeping my skin clear and smooth as well as having a natural glow is what I want, that’s why I love using my tinted moisturizer. ZB: So if there was an affordable beauty drink was available for me to buy, would you consider purchasing it? LB: Err yeah – like on the high street – then yeah its something that I would consider buying. I think I’d just like it to be quick and convenient to have – nothing to heavy, maybe so it could fit in my handbag or make up bag – and I think having information on how it would work would be important to persuade me to purchase it. Definitely would like to try before I buy if I had the option!
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11.12 Costing breakdown Advertising and Campaigns Print: Magazines • Stylist: £17, 600 (SPS) per weekly issue 429, 034 - ABC1 Female Consumer • Red: £13, 750 per monthly issue 231, 180 - ABC1 Female Consumers aged 22-55 • Total for campaign: £31,350 Outdoor: Tube Stations ‘be ready’ • London Major Local, Per Panel = (£48.50 per week) X 6 Panels = £291 • 6 Panels x 5 London Major Tube Stations = £1,455 for 1 week • Sample pods: (3000 samples per location X £1) X 5 locations = £15,000 • Total for campaign: (Print + Samples) = £16,455 Outdoor: ‘be intrigued’ Parcel Drop • Box and Crate = Approx. £ 25 • Sample box of 100 = Approx. £100 • 500 Samples per ‘be parcel’ box = £500 • Total for campaign: (£500 + £25) x 10 = £5250 Pinterest and WaterAid ‘be involved’ •27 countries X £50 per water pump = £1350 Total for advertising and campaigns = £54, 405 The Body Shop In-store • Turning Wheel • Key material = Card • (minimal cost, lightweight and recyclable) • iPad: Approximately £430 per iPad • Top 10 stores with the largest turnover • £430 x 10 = £4300 • Additional VM of Box and Crate • £25 per store X 10 largest stores = £250 • Staff Training The Body Shop to direct the training (Head office to store managers) Staff wages (Out of hours training x rate per hour)
Overall Total = £58, 955
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11.13 Ingredients: Breakdown and benefits Active ingredient 1 =Active Ingredient 2 = Community Fair Trade Ingredient =
Active Ingredient 1:
Active Ingredient 2:
Orange Extract Contains beta-carotene + Vitamin A which is key to maintaining healthy skin
Peach Extract Contains alpha-carotene + Vitamin A for skin luminosity and makes skin glow
Green Tea Extract Polyphenol antioxidants called catechins that support skin structure
Apple Extract Inhibit enzymes that break down collagen and elastin in the skin
Grape Seed Extract Neutralise destructive free radicals to keep skin looking youthful
Pomegranate Extract Powerful protector against free radicals + damage from sun exposure
Lychee Fruit Boosts the skins levels of moisture as well as helps to plump up the skin
Cocoa Extract Contains theobromine + helps skin remain hydrated and improves skin texture
Acai Oil A naturally rich source of antioxidants that repair
Goji Berries Vitamin C + E to protect inner and outer layers of
and rejuvenate
of the skins surface
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CFT ingredients: Honey Natural and rich source of antioxidants, sourced from Ethiopia Soya Oil High in proteins that support skin structure and texture Brazil Nuts Rich in Omega 3 to protect and hydrate skin and keep youthful
Coconut Oil Concentrated levels of moisture and hydration Aloe Vera Rich in antioxidants and vitamins that smooth skin
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11.14 Competitor Pricing BEAUTY BEVERAGE
COMPETITOR
BEAUTY’IN
BORBA
GLOJI
IO BEAUTY
PHILOSOPHY
PRODUCT
PRICE
A new concept of products that take care of beauty from inside to outside.’ (Beauty’in Online 2012)
Drinks, Candy, Cereal Cubes, and Tea. Unique format - the Brazilian market to use the twist cap® a bottle with pure water and all active ingredients – in powder form – are concentrates on the cap. By turning the cap, the powder falls into the water, dissolves and turns into beauty drink®. This process ensures in to a 100% free of preservatives drink.
Each drink has 340 ml and should be drunk cold and instantly. The average price per bottle is R$ 7.00.
‘We believe that good health and beauty are one in the same.’ (Borba Online 2012)
Capsules, crystalline drink mixes, sweet chews, and waters. ‘We partner effective topical skin care products with vitamin and antioxidantpacked supplements that work synergistically to heal your body and perfect your skin, and most are clinically proven to make a difference in just 7 days. (About us, Borba Online, 2012)
$24.99 for 12 pack at a size of 470ml per drink.
Goji berries have been appreciated in Asian herbal medicine for thousands of years but only recently have Western cultures discovered the power of this food. (Gloji, Online 2012)
4 drinks in different flavours 250ml per drink. but the main ingredient USP includes Goji berries, promoting a glowing effect. The bottle is made from PET and the information is silk screened onto the bottle.
By developing this unique inside-out beauty philosophy, the IO Beauty System works synergistically to optimize results, making it easy to use every day. In just a few minutes a day, you can treat, protect and rejuvenate your skin—inside and out.
IO Beauty Booster and IO Treatment Concentrate. Infusing the two for a powerful, serum-grade treatment that’s applied topically to help protect skin from free radical damage. Conveniently drop the same IO Beauty Booster onto your tongue or mix in your favourite beverage. The unique beauty booster is the first skincare product engineered to be used both topically, and as a beauty ingestible to protect and rejuvenate the skin.
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IO Booster: $38.00 IO Treatment Concentrate: $44.00
making it easy to the same IO Beauty Booster use every day. In onto your tongue or mix in just a few minutes your favourite beverage. The can Body Shop a day, you The unique beauty booster treat, protect and is the first skincare product rejuvenate your engineered to be used both skin—inside and topically, and as a beauty out. ingestible to protect and rejuvenate the skin.
PURE GOLD COLLAGEN
SIBU BEAUTY
FUNTIONALAB
The companies founder Tony Sanguinetti had a passion for Japan and the curiosity about the ancient traditions of the country were the starting points. From this trip the idea was born of offering, to the Global market, a product that encompasses the Japanese secret of radiant skin.
One peach flavoured drink in a liquid form. Pure Gold Collagen is the new anti-ageing liquid food supplement, which perfects the skin’s appearance from within, counteracting the ageing process where it begins, in the deep layers of the skin. (Gold Collagen Online, 2012)
A small glass bottle of 50ml costing £3.60 per bottle or £35.99 for 10 pack
Sibu beauty is focused on the benefits of sea buckthorn berries, which contain over 190 bioactive compounds that restore, revitalize, and protect youthful beauty – from the inside-out AND outside-in.
Sibu Beauty features luxurious natural skin cleansers, moisturizes, and other topical treatments that beautify and protect from the inside-out. Revitalize & Renew is an all natural liquid made from the nutrient-dense sea buckthorn berry from the Himalayas of Tibet. This invigorating blend is a mixture of tart and sweet, and a delicious way to begin and end each day. (Sibu Beauty Online, 2012)
29.95 for a 750ml bottle of ‘revitalise and renew’ drink
“Advance nutricosmetics and cosmeceuticals.” Functionalab believes in a holistic approach to beauty and wellness. Our supplement and skincare solutions target specific consumer profiles as well as their unique health and beauty objectives.
“Functionalab is an innovative and premium brand of science-based supplement and cosmeceutical solutions, which work synergistically for a “Complete Skin Nutrition” approach to health, beauty and nutrition.” (Functionalab Online, 2012) Product lines include: liquid doses, beauty doses and health drops, with a wide range of nutricosmetic skincare products, supplements and beauty packs.
£36 for 4X60ml bottles of liquid doses (nutricosmetic drinks)
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11.15 One a day drink pricing ONE-A-DAY DRINK
BRAND
Yakult
Flora Pro Active
Danone Actimel
PRODUCT
PRICE
Fermented milk health drink
£2.50 per pack of 7 (each bottle: 65ml)
Cholesterol lowering yoghurt drink
£4 per pack of 7 (each bottle: 100ml)
Low Fat drinking yoghurt
£3 per pack of 8 (each bottle: 100ml)
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11.16 Natural and Organic Show
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11.17 Japanese beauty drink market
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11.18 Consent Forms
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11.19 Team Minute Meetings Wednesday 15th February 2012 - Meeting Issues discussed: Having submitted the pre-case document and handed in the research report, it is now time to start really thinking about the aesthetics, visual product, campaigns and marketing strategy. Decisions made: Aesthetics need to be researched further so looking online etc, but also visiting stores such as supermarkets, beauticians, and specialist retailers such as Boots to draw inspirations from any products for a bottle shape, regardless if this is a drink or not. Tasks allocated: All research via online, magazines, look books etc, any visuals that can be influential for our product range. Wednesday 22th February 2012 - Meeting Issues discussed: Found out that the team has passed the Pre-Case stage and are through to present in May! Decisions made: Gather together key points from the our research reports that are key in the influence of our product range. Now that we are aware of our product area, name, stap line, also decide on our primary, secondary and tertiary message that will shape the entirety of our communication and marketing campaign. Tasks allocated: Continue researching visual inspiration for bottle shape and packaging ideas. Record this via research file and/or through the group blog and pinterest. Friday 24th February 2012 - Meeting Issues discussed: After the tutorial, we discussed the stages for the critical path for implementation. Decisions made: All agree on the key stages for the critical path and when they should be carried out. Tasks allocated: Continue with research for inspiration and sketches for bottle shape to pass onto the product design student who has agreed to construct the final design of our product using CAD software. Wednesday 29th February 2012 – Meeting Issues discussed: Through a variety of online images we have come to a conclusion about our bottle shape! Having sketched out the different bottle designs that we have considered (this is to be used for product development section in our report), we have come to an agreement on the final shaping of the bottle. It combines our initial ideas of bottle shapes with our logo which allows the two (bottle and logo) to match up correctly as this is also highly important. Decisions made: Bottle shape Tasks allocated: Using our research file, retrace our steps about neutraceuticals and nutricosmetics to use as core secondary research for our reports, as this is fundamental in the decision making process for our product. Monday 5th March 2012 – Briefing day at L’Oreal Head Office Tuesday 6th March 2012 – Meeting Issues discussed: Thinking about our new target consumer for The Body Shop we begin to create a pen profile, and extend reasoning to key competitors-what area they are a direct threat, whether it be because of product, in-store environment, services, etc. Decisions made: In order to narrow down all of our research, we each pulled out key quotes about nutricosmetics from all the research that we have collected. 162
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After the briefing day and looking at past Powerpoint Presentations, we begin a basic template of our presentation for L’Oreal. Tasks allocated: Split up research areas of research, particularly in terms of trends; Zoe-campaigns, Sophie-colour, and Claire-packaging. Friday 9th March 2012 – Meeting Issues discussed: Competitors and design. Decisions made: Sophie to sketch out designs of the type of bottles that were initial possibilities as part of design development. Claire and Zoe have been looking at packaging and bottles and different case studies, also competitors in terms of the new launch of a beauty drink. Tasks allocated: Split up research areas of research, particularly in terms of trends; Zoe-campaigns, Sophie-colour, and Claire-packaging. Tuesday 13th March 2012 – Meeting Excused: Zoe Bishop Issues discussed: Thinking about print campaigns and creating an idea of the type of models we want to have to represent each different drink. Ideally to do a photo shoot before we go to the creative agency in London on March 27th. Natural shots of females, who represent out target audience, 1 per different drink. Decisions made: Book photography studio to hire for the day before Easter Holidays and liaise with photography student to take photo’s on the day. Tasks allocated: Enquire with friends in Nottingham who can be available for the shoot to model. Find the right look to suit our product range. Email sketches to product designer to create mock-up using CAD software. Want have as many visuals as possible to take along to the creative agency. Thursday 15th March 2012 – Skincare Routine Focus Group Friday 16th March 2012 – Meeting Issues discussed: Took all visuals that we have collected to the tutorial including, possible models, packaging, colour trends, and a mock up of the bottle shape from the product design student. Tim has emphasized that we need to decide on our threshold idea. What is the narrative and story behind our product that is going to be the running idea throughout the entire communication strategy and campaign. Decisions made: We have until Tuesday to decide on our narrative. As the following week we have the day at the creative agency and we need to be able to show them our visuals that will accompany the narrative. Tasks allocated: All think about the story that we could use. Initial ideas have been playing on the idea of British Beauty, Drink Beauty, something to do with the #5 as there are 5 drinks, something to do with ‘drops’ ‘every last drop’. Tuesday 20th March 2012 – Meeting Issues discussed: Begin to build up our powerpoint presentation as after Easter break we need to begin to practise. Decisions made: Send over the final logo to Josh (product design student), to put them onto the bottle so that we can begin to complete the overall design. Tasks allocated: Collate from online images and magazine adverts of the type of look that we are after for the photo shoot to show the girls the idea of the pose/looks that we are aiming to achieve.
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Thursday 22th March 2012 – Meeting Issues discussed: Today is the photo shoot with the models that we have selected that we believe represent the typical Body Shop ‘be’ consumer. Decisions made: Look through the images and decide on favourite shots and what model/s we are going to use. Tasks allocated: Narrow down the photos and select key images we want to take to the creative agency to use in our communication campaign. Friday 23rd March 2012 – Meeting Issues discussed: Before we break up for Easter, delegate different tasks for one another to complete. Everyone to continue and concentrate on writing their individual reports. Decisions made: Each continue looking for neutricosmetic quotes, separate tasks to carry out over Easter. All decide and write out questions for Zoe to ask our target consumer. Tasks allocated: Zoe to photograph consumer items and conduct interview with her friend’s older sister athome. Sophie and Claire to take a selection of the books taken out from the library home to note down quotes that can be used in our report and power point. Research different music possibilities to include in a video for our consumer interview and intro to the product range. Tuesday 27th March 2012 – Meeting Issues discussed: Day at the creative agency. Help with our advertising campaign and layout with what we can do with our photos and know that we need to have a product shot on our ads. Decisions made: Using the basic shape of the bottle and logo that we had already brought along, a member of the design team mocked up. Decided on the Tasks allocated: Develop the mock up and readjust the type and layout. Rearrange the place of the logo and size of the tag. Tuesday 2nd April 2012 – Meeting Issues discussed: Using group message, spoke online about what photos from the shoot that we would like Andrew the photographer to edit and retouch. Decisions made: Narrowed down the photos and decided that Stacey and Abby were the most suitable Tasks allocated: Continue writing with individual reports. Keep up to date with collating the bibliography. Wednesday 11th April 2012 – Meeting Issues discussed: First meeting back after Easter Break and showing each other everything that has been gathered and investigated. Decisions made: Claire has been collating key quotes to go onto the Powerpoint slides for the Brandstorm presentation including competitor, market and nutricosmetic quotes. Zoe has been researching more pop-up ‘experiences’ as opposed to pop-up shops, and Sophie has been finalising the active ingredients list for the final product range. All Members: written final mission statement, product statement, and USP for the brand values section. Tasks allocated: Continue writing with individual reports. Keep up to date with collating the bibliography. Meeting with Josh the product design student on Friday to spend all day on the final product range and finish. Work on different pack shots with drinks inside and outside the packaging. Friday 13th April 2012 – Meeting and Concept & Design Focus Group Issues discussed: Finalised our story that will be the driving force behind the marketing campaign, visually and conceptually. The idea of our product being a necessity as opposed to an add on, like 164
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a lot of other beauty products are marketed, therefore the idea surrounds the notion of ‘the missing piece’. As if there has alwaysbeen a missing piece in the consumer’s skincare routine and our product is the solution to this, highlighting the message that almost, why wouldn’t you use it? Therefore the sub-strapline has been altered to accompany this, and also reflect a tone of voice that sits better with the main strapline. Decisions made: Working all day closely with Josh on the design of the bottle. Looking at different renders and finishes. Everything that we decide not to use, we still will include in our design development. Tasks allocated: Today, all members have input on the new perceptual map for competitors of nutricosmetics and where they lie against the created axis. This will include products that have been taken off the market, and also a key will be made as an indication of where the brand/product originated. In addition, the final product equation has been produced accompanied by appropriate visuals. Monday 16th April 2012 – Meeting Issues discussed: Consumer section to concentrate on, and also the development of the powerpoint presentation. Decisions made: Gather together images taken for the consumer. Create supporting moodboards and interview transcript. Tasks allocated: Basic compositional elements to be put onto the powerpoint. Wednesday 18th April 2012 – Meeting Issues discussed: Brainstorming more on the marketing strategy. Split up the process of the launch into pre launch, launch and post-launch over a 2 year period. Decisions made: Thinking logically about how the stages of the marketing and communication will roll out over the 3 phases. Starting with online promotion and ending with future recommendations and possible product extensions and international strategy. Tasks allocated: Think more about ideas on how to communicate in and intriguing way. Something unexpected and engaging. Street art was explored, which looks 3D; highlighting the idea of beneath/beyond expectations. Thursday 19th April 2012 – Meeting Issues discussed: After the tutorial and meeting with Charlotte from The Body Shop, it was decided that the product should include more detailing about the ingredients in terms of visuals. Therefore, the CFT ingredient and 2 key active ingredient per drink have been highlighted and placed on the front of the bottle to tie in more with The Body Shop’s existing product visuals. Decisions made: Using photoshop to create the ingredients visuals, then sending them to Josh for him to put on the final 3D pack shot. Tasks allocated: Now that ingredients have been highlighted, this could now translate into possibilities for a guerrilla marketing campaign. Sunday 22nd April 2012 – Meeting Issues discussed: Creation of videos for the presentation. The first as an introductory on of the product, and the second highlighting the locations of the ingredients from across the world. Decisions made: Choose music for the videos, ensuring it reflects the brand. Tasks allocated: Ensuring we each have time to continue with individual reports. Tuesday 24th April 2012 – Meeting Issues discussed: Making the presentation our priority, ensuring that the visuals are being completed 165
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to insert onto the slides. Decisions made: Decided on the print ad. Keeping it simple to enhance clarity of the message and also to only use a single page spread to take cost into consideration. Tasks allocated: Continue with mock-ups and visuals. Thursday 26th April 2012 – Meeting Issues discussed: After the tutorial, issues discussed was that the campaign narrative as the missing piece wasn’t a strong enough story and could be applied to any product. Therefore, more brainstorming – going back to basics and the first ideas of highlighting the drink application. Decisions made: Print ad: highlight drink application focusing on a product shot. Outdoor campaign: to highlight the ingredients story. Sampling: to highlight the routine story. Tasks allocated: Zoe: to continue with animations on the presentation on powerpoint. Sophie to continue with in-store mock-ups and print ad, and consumer education wheel. Claire to mock up campaign visuals and ipad consumer education. Monday 30th April 2012 – Meeting Issues discussed: Put all visuals onto the power point and have created a new visual narrative for the presentation. Decisions made: Using the pastel colour palette as the base and utilizing the logo shape of the drop as decorative elements. Tasks allocated: Continue with individual reports and portfolio’s. Wednesday 2nd May 2012 – Meeting Issues discussed: Bringing the powerpoint presentation to life. Decisions made: Add animation to the presentation of a simple fade. Tasks allocated: Look through the text on the presentation and ensure all text is correctly written and appropriate use of bullet points. Thursday 3rd May 2012 – Meeting Issues discussed: Separate the presentation into who is saying which sections, ensuring an equal amount is delegated. Decisions made: Each write up about our sections, and discuss with one another how to narrow it down/make the points clearer. Tasks allocated: After the tutorial, Tim watched the presentation and gave us feedback and advice of key pointers for the speech. Everyone to go through their parts and make edits with the notes written down from the tutorial. Friday 4th – Tuesday 8th May 2012 – Meeting Issues discussed: Practising presentation Decisions made: Perform to as many people as possible Tasks allocated: Tweak and edit any changes that need doing that isn’t clear for the audience watching for the first time. Wednesday 9th May 2012 – L’Oreal National Finals Thursday 10th May 2012 – Meeting Issues discussed: Tutorial; report content. Report is now priority. Topics covered included methodology, consumer and primary research, and conclusion. Decisions made: Now to concentrate on finishing the report. Using the powerpoint as a basis, and 166
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utilizing all of the visuals completed for the competition. Tasks allocated: Each to concentrate on individual report writing and portfolio work. Thursday17th May 2012 – Meeting Issues discussed: Continue writing individual reports. Creation of press pack, including press release written as a group, look book, sample pack cut out, and consumer education wheel. Decisions made: All collate the appendix Tasks allocated: All working on specific sections of the appendix, including tabulating the surveys, transcripts and results are appropriately formatted. Create a folder of the appendix for everyone to have a copy. Monday 21st May 2012 – Meeting Issues discussed: Collate together everyone’s references for the bibliography. Ensure all primary analysis and data is appropriately ordered for the appendix. Decisions made: Ensure relevant videos are burnt onto disk for the report. Tasks allocated: Ensure checklist is complete, ready for hand in. Friday 25th May 2012 – Hand in Implementation Report
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11. 20 Critical Path
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11. 21 Tutorial Record Sheets School of Art and Design
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Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 14th February 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Recommendations draw from stage one of the process Initial ideas of the direction of the product
Learning issues to discuss in session: Report structure - marketing strategy Campaigns need to make a statement - press worthy noticeable will get consumers engaged Always think .... so what?
Feedback from session: Retrace steps and look back on initial research Ensure the product choice is fitting for The Body Shop Refine to the learning outcomes
Tasks for next session: Decide on a key product or service What is its point of difference? Is there a gap in the market? What is the key narrative? The product/ service in terms of the brand ethos
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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Tutorial Record Sheet 2011/2012
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Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 23th February 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Decide on a key product or service What is its point of difference? Is there a gap in the market? What is the key narrative? The product/ service in terms of the brand ethos Learning issues to discuss in session: Our group is through to the Brandstorm competition therefore information regarding the next stages in this process Our narrative and how it can be embedded throughout our ideas Feedback from session The pace of our work now needs to meet the competition deadlines The appearance of the product - alcoholic miniatures, minis The material of the product - Thinking Body Shop Is a product they want to keep in there and element of this What else do people buy on weekly basis? - yakhult Is there any products just used during week days? Tasks for next session Look at previous competition presentations to get an idea of what is expected for the competition element Bring along visuals, moodboards ideas about how the product will look Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
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Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 1st March 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Visuals of product Moodboards
Learning issues to discuss in session: What does it tell us? What does the packaging tell us about the product Past reports - Each page has a meaning Don’t be scared of white space within the report Think further Understand your brand
Feedback from session Look beyond stating trends - what are the social reasons, why are the appealing, what is behind the trends What is unique about your product
Tasks for next session Look at more past examples of competition powerpoint presentations Continue to bring in work to receive tutor and peer feedback
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
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Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 8th May 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Look at more past examples of competition powerpoint presentations Continue to bring in work to receive tutor and peer feedback Learning issues to discuss in session: How have you adapted from stage one- stage two Justifying this corner of the market Stage one - locating research editing acknowledging others Stage two - unique outcome, own creative ideas, subjective, critical distance Titles are important Critical Path Feedback from session Reference your stage one research report Identify where the idea is fragile In weaknesses there are also strengths (Acknowledge both good and bad) Learn from competitors that have failed Tasks for next session Critical path How will you adapt from stage one to stage two
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
ba
Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 15th March 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: How will your portfolio and report sit together Critical Path (working to the competition deadline and academic work)
Learning issues to discuss in session: The main narrative, what is the metaphor, what is the threshold Strap line How to explain to consumers we have done all the hard work all you need to do is drink it Moments of routine - how do you show this through your marketing strategy
Feedback from session What is driving your communciation strategy? Different definitions of beauty - look at cosmetic surgery and the direction its taking How to link beauty and drinking
Tasks for next session Look at advertising campaigns - DNAD awards for inspiration Continue to develop the marketing strategy
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
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Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 12th April 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Thoughts on interim presentation Are you on track in terms of your critical Path (Time Management) Critical distance of work
Learning issues to discuss in session: Critical distance - ask opinions of others, print it off moodboards and art work see them different off screen. Put images into black and white for compositional structure Question everything
Feedback from session Use portfolio to showcase the design process and the process of editing (use as an extension of the report Test product - research
Tasks for next session SWOT for product and campaigns
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
ba
Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 3rd May 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: The missing piece idea and how it has evolved The copy and how it relates to the narrative and the product
Learning issues to discuss in session: Don’t let the consumer drive down your product drag up there taste. this is the future of skincare educate them show them we have done all the hard work Look at competitors and brands that have failed and investigate where they went wrong
Feedback from session Indicate scale of product Ingredients story is very prominent and key for The Body Shop ethos Think of the global market Make your print ad different to the average beauty advertisement
Tasks for next session Focus on competitors and how the product can learn from them and what be can do to be different providing its USP
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
ba
Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 10th May 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Campaign ideas Learning issues to discuss in session: Layout- Create 5 templates as a compositional device what is the same on each page what is different on each page Contrast- horizontal and vertical, monochrome and colour, large small, texture and matt Use the edge Common Design Recipe Feedback from session Relationship between report and portfolio Visual Contrast Narratives - drink, routine and ingredients - how can these be strengthen in the marketing campaigns (each campaign focuses on a different narrative, each campaign focuses on all narratives
Tasks for next session The creation of visuals - trend boards moodboards consumer boards, the product, layout Powerpoint competition element
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
ba
Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 3rd May 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Academic Work Powerpoint presentation for the competition
Learning issues to discuss in session: The layout - reflect the product more too linear Present the script
Feedback from session Need to make campaign ideas stronger make a splash Edit the script to make it sound more of a pitch
Tasks for next session Practice and learn the script for the competition day How to translate the powerpoint into report format
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
ba
Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 24th May 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Translating the competition work into acedemic work Learning issues to discuss in session: Methodology acknowledge bias, recognise limitations to research carried out Concept Viability What is the most important part Tone of voice of the product reflected in the report The report needs to infuse a look of The Body Shop and the product Feedback from session Visual the narratives throughout the report Conclusion directly relate to the introduction Roll out the product for an international launch highlights the product has scope Be specific with quotes Keep design simple do not distract from the artwork Tasks for next session Continue to devlop report Push the commuication strategies how can they be developed
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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School of Art and Design
ba
Tutorial Record Sheet 2011/2012
fcp3
Module: Negotiated Project stage 2 Ref. no: FASH30071 Date: 24th May 2012 Name: Claire Chilton
Learning outcomes Produce a self-determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion Use appropriate levels of research and methods of analysis relevant to the production of your proposal Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments. Tutorial / Seminar Record Sheet Work to bring / prepare for session: Visuals How have you used the narratives Plain front cover? Then beautiful inside?
Learning issues to discuss in session: Beauty from within how does the report reflect this Any last minute queries and questions Be proud show off your work Case studies Prioritise Feedback from session Titles can say alot Brand Personality Natural v superficial
Tasks for next session Report
Please indicate progress to hand in (1=Not ready/ 5 Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Tim Rundle Signed (student) Claire Chilton
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11.22 Ethical Checklist Nottingham Trent University School of Art and Design Ethical Clearance Checklist for individual student projects To be completed by the student for an individual project that involves the collection of primary data this includes images, drawings, photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design Ethical Guidelines and Framework for Research and Practice Undertaken by Students. Section A: About the research Name: Programme of Study: Module Title and Reference Number: Name of module leader/supervisor responsible for the management of the project Duration of project Project title
Claire Chilton Fashion Communication and Promotion Negotiated Project Stage 2 FASH30071 Timothy Rundle 15 Weeks L’Oreal Live Project
Section B: Training and experience Have you had previous experience of or been trained in the methods employed to collect data, and/or discussed with your supervisor? Have you been informed, given guidance, had issues outlined in relation to research ethics and consideration in relation to your project?
yes
no
yes
no
yes
No
yes
no
yes yes
no no
n/a n/a
yes
no
n/a
yes yes
no no
n/a n/a
yes yes
no no
n/a n/a
Section C: Methodology/Practice/Procedures Does your proposed study involve procedures which are likely to cause physical, psychological, social or emotional distress to participants or yourself? Does your proposed study involve the use of hazardous materials, other than those currently covered by the School Health and Safety procedures? Section D: Ethical checklist Does your project involve observing/questioning/the use of people in any way? Yes Please complete the remainder of the form No Go straight to Compliance with ethical principles and Declaration Does your study involve vulnerable participants as described in the Student Ethical Toolkit? Does your study involve observation and/or recording of identifiable participants without their knowledge? Will participants give informed consent freely and be fully informed of the study and of the use of any data collected? Will participants be informed of their right to withdraw from the study? Will all information on participants be treated as confidential and not identifiable unless agreed otherwise in advance and subject to legal requirements? Will any recordings of participants be securely kept and not released for use by third parties? Will storage data comply with the Data Protection Act 1998?
If you have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A full submission to the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues raised by the project and the proposed approach to deal with these. Compliance with Ethical Principles If you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is deemed to conform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC. Please sign the declaration below, and lodge the completed checklist with your supervisor. Declaration I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research discipline.
Name of student ................................................. Signature of student .................................................... Form reviewed October 2011, final copy 14.10.11 Signature of supervisor/module leader ........................................................................... Date ......................
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be radiant’s vitamin-enriched formula enhances skin luminosity and boosts your natural radiance. The key active ingredients of be radiant are Orange and Peach extract. These both contain a high source of Vitamin A, which is key to maintaining healthy, glowing skin. Each beauty beverage in the be range contains one of our Community Fair Trade Ingredients. be radiant contains Honey, sourced from Ethiopia - a naturally rich source of antioxidants.
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Fashion Communication and Promotion Implementation Report FASH30071 Stage Two Claire Chilton N0257026 2011/2012
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