Wood, danni fash30108 sd visual report by Danni Wood

HUMANE. PROVIDING CONSCIOUS CREATIVES THE OPPORTUNITY TO REDUCE DOMESTIC WASTE THROUGH A BEAUTY PLATFORM.

PROVIDING CONSCIOUS CREATIVES THE OPPORTUNITY TO REDUCE DOMESTIC WASTE THROUGH A BEAUTY PLATFORM.

DANNI WOOD N0560865 FASH30108

CONTENTS.

INTRODUCTION

MEET THE CONSCIOUS CREATIVES

THE CONFLICTING MESSAGE

8-9

10-11

12-15

THE WASTEFUL ISSUE

SAYING HEY TO IMPROVEMENT

WHY? & WHO IS WASTING?

16-29

30-39

40-49

MAKING WASTE BEAUTIFUL

THE BEAUTY BUZZ

THE LANDSCAPE

50-51

52-57

58-73

INTRODUCING HUMANE

ROUTE TO CONSUMER

THE FUTURE

74-119

120-153

154-160

Figure 1: Gary Hume Artwork, 2000

CONSCIOUS LIVING IS PART OF WHO I AM.

1. "WE HAVE REACHED A TIPPING POINT AND THE DRIVER IS THAT CONSCIOUS LIVING HAS STARTED TO BECOME COOL..." Henrik Lampa (development sustainability manager at H&M)

2017 may be the time where conscious living fills our Instagram feeds, becomes the topic of our daily conversations and swallows ours credit cards. However, as more brands jump on this bandwagon and the conscious consumer continues to be hungry for sustainable and health based products (Cater, 2016), NOW is the right time to deliver innovation to this market. Waste is an environmental issue that is climbing up the ladder for conscious consumers not only for their own sake, but for the sake of our planet. Therefore, itâ&#x20AC;&#x2122;s a suitable time to acknowledge a new way to reach this consumer in a conversation about waste. Tangibly, we cannot sustain the amount of waste that we physically produce, however we can drift from the ugly business of waste and transform it into a beautiful matter worth talking about (The WGSN Vision Team, 2016). Waste has the potential to look GOOD and do GOOD to reflect our own and our planets wellbeing, whilst providing consumers with goods they desire. This report will focus on whether thereâ&#x20AC;&#x2122;s an opportunity to restate waste by demonstrating conscious behaviour through a creative platform.

2. WHAT THEY ARE:

Conscious in terms of self-care as well as caring for the environment They do consume and waste but tend to feel guilty about it They do their bit for the environment, such as walking, eating a plant based diet, recycling and re-using

Meet The New Conscious Creative Consumer: Finding Our Better Selves

Have an interest in trend driven, style based purchases They love to have a full fridge and indulge in good food Social and Active, forever networking Enjoy beneficial and superficial goods Enjoy the good things in life as well as being conscious Welcome to new concepts and are experimental in terms of trying out new products Like to find new goods that no one else has

10 48

WHAT THEY AREN’T: Radicalists and extremists in terms of environmental issues Lives a zero waste lifestyle Overly obsessive about the products they use and the products they put on their skin and in their bodies Only socialise with others that have the same conscious needs Encourage others to care as much about the environment as they do Have old-fashioned views Don’t purchase goods unless they are organic, eco-friendly, ethical and not harmful to the environment Stubborn and think they know it all Only stick to the products they have been using for years, not open to change or new trend driven goods

There’s an increase in today’s new conscious creative consumers who are the focus for the rise in ethical thinking and sustainability to meet their conscious values, whilst balancing creativity through goods that are stylish enough for the desire to purchase. They have a growing interest of the wasteful issues and are inclined to actively get involved. We are seeing a shift in sustainability as we recognise that this consumer will continue to consume and discard. As there’s a balance between their creative yet ethical mindset these conscious creatives are purchasing products that have strong sustainable materials, which continues to meet their creative and style requirements (Bell, 2016). Therefore, the new conscious creative consumer will become my focus as they are increasingly aware of waste and seek conscious initiatives, (Openshaw, 2016) creating a greater opportunity to restate waste where it becomes more beneficial for their needs. Change becomes more likely now as conscious creatives seek a new sense of responsibility not just for themselves, but for our planet (Viewpoint, 2015).

3. THE CONFLICTED MESSAGE X STORYTELLING

Figure 2: Comparison chart highlighting how brands are embedding conflicting messages into their brand values, 2017

It is clear that the brands that are successfully storytelling conflicted messages are putting consumer thinking at the forefront of their values. They are demonstrating the positives of why the consumer should buy into the brand and then are demonstrating conflicting issues, which could be helped as a result of consumer purchases. They are subtly highlighting the message through trend driven characteristics, where the consumer doesn’t have to be aware of the issues to purchase. Those that are failing to do this well are shocking consumers with negative messages, which become patronising and authoritative. Consumers then fail to understand what benefit they would receive from buying the products. Therefore, it’s vital that consumers understand the benefits of using waste as a future creative concept before understanding the environmental story behind it.

BAD

GOOD MAKING THE ENVIRONMENTAL MESSAGE TRENDY

LACK OF BENEFICIAL STORY

BENFICIAL FOCUS, HIGHLIGHTING THE POSITIVE ELEMENTS DATED, TOO ENVIRONMENTALLY FOCUSED

SUBTLE ACKNOWLEDGEMENT OF ENVIRONMENTAL STORY

CROSSING THE LINE

SELLING THE CONFLICTED MESSAGE THE INGREDIENT STORY For the consumer to buy into the message about waste through a creative platform, storytelling becomes key to provide them with a concept they didn’t know they wanted that other brands aren’t delivering.

Using a by-product of wasted fruit and vegetables will provide benefits for the consumer with undeniable nutritional values It is well known that fruit and vegetable by products, such as skins, seeds, stems and leaves are rich in minerals, vitamins and organic acids which create antioxidant defences (Barbulova, 2015) These ingredients are not only good for consumption but provide the skin with similar beneficial values The ingredients provide no added chemicals and additives

WAYS TO SELL THE WASTEFUL MESSAGE: BENEFICIAL IMPACT: The concept needs to be aspirational and desirable in order to sell and the only way to do this is through beneficial impacts for the consumer. The aim is to entice the consumer to get involved without having to think about it!

MULTI- FUNCTIONAL & REFILLABLE BENEFITS Hybrid values help to provide for busy on the go lifestyles Helps to save time and money as products can be refilled and reused again Single products can be bought at a time to replace multiple products with the same use, saving costs

NEW TREND DRIVEN BENEFITS By using a by-product of wasteful produce, consumes are receiving something they didn’t know they wanted that other brands are not delivering These experimental ingredients provide consumers with new benefits that are trend driven The growth of green living and well being trends over the last 5 years provides evidence that this concept is more likely to be successful in 2017. This is because consumers are calling for more unpredictable and quality products that helps the environment through innovation

Part 1.

The Food Waste Issue.

Figure 3: Illustrated photograph of fruit waste, Own Image 2017

REDUCE REUSE RECYCLE REDUCE REUSE RECYCLE REDUCE REUSE 177 MILLION TONNES

Increased pollution, partly as a result of solid waste transported to landfill sites, (Morawicki, 2012) causes the Earth’s temperature to rise, producing increased global warming and carbon footprint emissions (Met Office, 2016).

of waste is generated in England alone, yearly (DEFRA,2016a)

8.7 MILLION TONNES

It’s evident that food waste is unavoidable. However, one way to reduce this problem is to restate or mitigate the waste. According to Chef Arthur Dawson (director of London’s first eco-friendly restaurant), this is imperative for the benefit of the future generation (see appendix: 3.1), with the aim to move towards a ‘zero waste’ society, where we REDUCE, REUSE and RECYCLE (DEFRA, 2015). This is vital and relevant as food waste within the EU is expected to rise from 89 to 126 million tonnes by 2020 (Lapedus, 2016). This growth emphasises the opportunity to alarm consumers in 2017 by making repurposed waste a fashionable conversation. This would provide positive change whether consumers are aware or unaware of the issues as a style based platform is more likely to get the consumer involved.

REDUCE REUSE RECYCLE

of biodegradable Municipal waste is sent to landfill every year (DEFRA,2015)

Figure 4: Bin Bags, Own Image 2017

WHERE

IS THE WASTE COMING FROM?

Understanding where the waste is derived from provides a more sufficient opportunity for improvement. Tom Hunt, idealistic eco-chef argues that although food is wasted at every level of production, the end of the cycle has a greater opportunity to be amended when the consumer has control (see appendix: 3.1). Therefore, post consumerâ&#x20AC;&#x2122;s waste will become the forefront of my focus.

Figure 5: Coloured illustrated image of food waste, Own Image 2017

Figure 6: Planet Organic Food Waste, Own Image 2016

COMMERCIAL LEVEL Waste activist Tristram Stuart argues that supermarkets provide consumers with a wide product range, exhibiting overstocked shelves with fear of losing dissatisfied clientele. For example, Tesco is the dominant culprit wasting 125,000 tonnes of goods yearly.

“Having lived off Waitrose’ bins for over a year, I can confidently argue that the majority of the food is edible and often a higher quality than on the shelves of most other supermarkets.” (Stuart, 2009) This demonstrates that consumer expectation is the overriding issue as supermarkets display a high visual standard for consumers who desire purchases in immaculate forms. Therefore, this commercial behaviour could provide a new starting point for a creative platform by converting a byproduct of unwanted produce to create new interesting ingredient stories.

DOMESTIC LEVEL The British Repurposing ingredients to form innovative goods could further be applied to the restaurant industry. Arthur Dawson argues that food businesses are another commercial sector dispensing waste. This is because “local councils cannot deal with these elements, as it’s costly to build infrastructure for that amount of waste” (See appendix: 3.1). As a result, waste continues to stream from the restaurant industry. As the industry has rapidly risen 8% from 2015, doubling the pace of retail sales (WGSN, 2016a) there’s no better time for recycled food ingredients to be transformed into a desirable platform showing off their nutritional values.

population discard...

6.7 million tonnes of house waste yearly. (Stuart, 2009)

Figure 8: Bin Reports Image 2, Own Image 2016

As part of my primary research I took the opportunity to observe consumers bins to visualise the amount/types of food that was wasted (see appendix: 4.4). As research shows that consumers underestimate the amount they waste by up to thirty times, it was clear the only way to receive reliable evidence was to analyse bins (Stuart, 2009). Shockingly, most of the food found had value with a large amount that remained edible! I gained insight to that fact that most of the surplus was fruit and vegetables or a by-product of this such as skins/peels. This was because these are the items consumers are most concerned about in terms of freshness and quality, especially with today’s consumer being more in tune with what their bodies are telling them, therefore sparking health interests (Buchanan, 2016). NONE of the consumers attempted to compost or even owned compost bins. This demonstrates that besides mitigating waste, there’s an opportunity to change consumer’s wasteful behaviour. Therefore, from a domestic outlook it would be better to reach consumers through the use of emotion. It’s evident that this consumer likes to feel good through conscious care of their bodies. This opens the door to making them feel even better by merging self-care with environmental care to reduce that guilty feeling when wasting.

Figure 7: Bin Reports Image 1, Own Image 2016

Figure 10: Bin Reports Image 4, Own Image 2016

Figure 9: Bin Reports Image 3, Own Image 2016

Part 2:

The Packaging Waste Issue.

Figure 17: Illustrated image of crisp packet, Own Image 2017

Figure 12: Illustrated image of household packaging waste, Own Image 2017

Insightfully, the bin reports undertaken in consumer households demonstrated that food waste was not the only issue; bins were filled with excess packaging from various products disregarding food packaging. My research emphasised that the majority of the waste was located in kitchen and bathroom bins. Food waste was primarily found in the kitchen, whilst bathroom bins were loaded with beauty and toiletry packaging and excess products. This illustrated that the domestic environment was streaming high levels of waste from continuous purchasing. Therefore, focusing on consumerâ&#x20AC;&#x2122;s love for purchasing is the perfect solution by repurposing waste into a fashionable story with benefits that could save the consumer time and money.

2,260

TONNES

Materials wasted from UK households yearly...

2,399

TONNES

3,868 TONNES

PLASTIC

GLASS

CARDBOARD/PAPER

Figure 13: Infographic, Government Statistics of Household waste, 2016

Saying

Y E H

Improvement...

COMMERCIAL VS. DOMESTIC... The rise of consciousness within todayâ&#x20AC;&#x2122;s society has resulted in organisations, campaigns and sustainable services to reduce waste. We are seeing a transformation in attitudes as 74% of baby boomers say that conscience guides their buying decisions (The Future Laboratory, 2016a). This illustrates a positive outlook for the future of sustainability. As thereâ&#x20AC;&#x2122;s positive connotations attached to discarding goods in the sense that consumers like to discard the old and purchase the new to show a sense of pride, excitement and enjoyment (Miller, 2009). Instead of trying to diminish this behaviour, its key to contact consumers through the positive affiliation and desire of buying new goods that illustrate ethical qualities (Miller, 2009).

Figure 17: Biodegradable Bottle, 2016

COMMERCIAL Improvements.

What is being done to diminish waste?

Figure 14: Tiny Leaf Resturant, 2015

Figure 15: Waitrose pasta box made from food waste, 2016

Figure 16: Plastic-like Materials made from natural resources, 2016

Just using 15% of food waste lowers green house gas emissions by 20%. (Nelson, 2016)

DOMESTIC Improvements.

BARRIERS... WHY ARE THE CONSCIOUS CREATIVES NOT DOING THIS?

1. CONSUMERS LOVE PACKAGING

EN H ITC

DI A C

2. EXCESS MAKES US FEEL GOOD, IT IS A SIGN OF SUCCESS

3. WE LOVE INDULGING IN A FULL FRIDGE INFO R LEAF MATIVE LETS

4. WE LOVE A NEW TREND

These barriers are preventing domestic improvements to reduce waste from being utilised. However, the focus of a new style platform will chip away at these barriers to provide consumers with a better beneficial outcome. There’s an opportunity for consumers to be able to love packaging but re-use it again to reduce waste. Consumers will be able to continue feeling good by purchasing as much of the repurposed goods as they wish, whilst enjoying trend driven products where ‘waste’ becomes the new ‘green’ of 2017.

G BINS RECYCLIN

COURTA ULD COMMIT MENT

E BL A T OS P M CO ERS LIN

“"PEOPLE DON'T REALLY SEEM TO DO THIS"” Gemma Paris, Hertfordshire Council

Figure 18: More detailed illustrated image of fruit and vegetable waste, Own Image 2017

Research highlighted that the commercial sector is advanced in terms of reducing both food and packaging waste as brands see waste as a loss, in their eyes it’s valuable products and money that could be used to make profit. When conversing with Gemma Paris, the sustainability officer at Hertfordshire Council, it became clear “people don’t really seem to do this” in relation to household waste opportunities (see Appendix 3.1). This highlighted that there’s a greater need to contact the problem of food and packaging waste within a household environment. A liberal democratic spokesman confirms this as “supermarkets make it harder for households to avoid waste, while throwing away large quantities of valuable goods through poor stock management” (Stuart, 2009). As a result, I aim to restate domestic waste as not enough action is taking place. The focus is to make domestic waste become more fashionable to the consumer to fit their lifestyles; where they WANT to put their money towards it, instagram it and share it with their friends. This is likely to raise greater awareness and help the planet without even thinking about it.

Household Waste Is The Single BIGGEST Contributing Sector (Parfitt, 2010)

Figure 19: Visual chart highlighting environmental ad campaigns, 2017

“Although shocking and large-scale representations of the impacts of climate change may well act as an initial hook for people’s attention… they do not motivate a sense of personal engagement with the issue”

GOOD

BAD

DULL & BASIC

PATRONISING

(Bell, 2016) INSIGHTS:

Along with the domestic waste improvements this quote indicates that the tedious and unimaginative campaigns, programmes and products targeting waste aren’t going to change consumer’s behaviour.

It’s evident that environmental marketing to reduce the issue has failed to generate real change. Their campaigns become inaccurate and unrealistic, encouraging consumers to make a world impact, which becomes out of their reach. The majority of the campaigns are dated and patronising, informing consumers to reduce waste via imagery that no one would take a second look at. The good examples are better in terms of delivering a message through visuals and words that make the consumer think. However, they still lack that beneficial relationship with the consumer for them to make a change. Instead, my aim is to make the consumer WANT TO actively get involved. This is more effective through a creative conversation where the beneficial impact becomes the most important factor. This would be enticing via innovative products with ingredients from a byproduct of nutritional waste and new packaging. The aim is to make noise about reusing waste by making consumers feel good, rather than patronising them with the environmental conversation.

WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY

HY W We Waste At Home...

FOOD 33/56

SE NS ES

BE LS

43/56 Figure 20: Senses Illustration, 2017

Understanding why we waste is imperative to distinguish where to introduce sustainability into consumer’s lifestyles and help reduce the wasteful outcome. Firstly, a key issue in terms of food waste is misunderstanding labelling, with 60% of consumers disposing food prematurely due to label confusion (Just-Eat-It, 2015). When asking consumers via an online survey whether they discard food based on senses or labels, over half of the respondents answered labels (Appendix 4.1). This illustrates the lack of consumer education as labelling acts as a guideline, set days earlier than when the content turns bad. This is more relevant today as consumers are concerned about their health and well-being. As a result they are cautious of the food they consume, driving an 11% rise in fresh food consumption between 2013 and 2018 (The Future Laboratory, 2016b). This highlights that conscious living in terms of consumer care overrides conscious living in terms of environmental care and as a result directs my project to contact the environmental waste issue through consumer’s self interest.

Figure 21: Food Labelling, Own image 2017

Furthermore, advertising indirectly contributes to excessive waste. Health professor Marion Nestle states that as the food industry is a highly competitive market, brands satisfy stockholders by encouraging the consumer to eat more. This takes place by developing new products in response to consumer demands to expand sales, whilst captivating a new audience (Nestle, 2003). Consumers are encouraged to purchase more than needed, delivering greater levels of waste. This confirms consumers desire for goods being deceived by advertising and greater product choice. Consumers are attracted by the beneficial incentive, which overrides conscious thinking. This provides insight that delivering physical goods that meet consumer’s needs, whilst mitigating waste, would be more enticing with a beneficial output.

WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY WHY

PACKAGING Predictably, these promotional offers motivate purchasing in all markets additional to the food market (Posner, 2011). Miller in his book ‘Spent’ argues that consumers continue to buy new goods for two reasons, firstly to display desirable traits and to demonstrate status or spark positive emotions (Miller, 2009). As a result of consistent buying habits, waste streams through households in forms of product, packaging and excess goods. According to Maslow’s hierarchy of needs, physical goods are purchased by the consumer at every level, including, food, brand products and equipment to suffice a sense of social belonging, responsibility and self-fulfilment (Posner, 2011). This demonstrates that domestic waste will continuously take place as a way of life as the goods we buy may not be fully used and tend to be exhibited in packaging. Additionally, many households only have small recycling bins or must transport recyclable waste to collection points and therefore lack motivation to do so, as it becomes inconvenient and time consuming (GMID, 2016a). Therefore, sustainable replacements are likely to be a successful way of mitigating the problem.

but Is Wasting...

Co ns um e

3 4 46

rat ed

the

ms e

lve s

tw ee

n1 -5

6 Figure 22: Consumers Wasteful Habits Scale, 2017

Additional to the bin reports (see fig 7-10) a questionnaire was carried out to understand consumers waste perceptions (see appendix: 4.1). It displayed insight of consumer’s self-denial behaviour with most respondents failing to acknowledge their wasteful actions, justified by observations of their bins. Predictably, consumers with larger families and households were the key wasters. However, shockingly the conscious consumer was wasteful, highlighting that even that guilty feeling doesn’t stop consumers discarding. The solution is to override guilty emotions with ‘feeling good’ emotions that allows the consumer to continue indulging into their full fridges and daily purchases, whilst reducing their waste.

Figure 23: Consumers Receipts, Own Image 2017

RECEIPT TESTING.

After discovering that consumers continuously purchase as part of their psychological makeup (Miller, 2009), I completed a receipt test to analyse purchasing habits over a month to gain a perception of household waste produced (see appendix: 4.5). Resultantly, food and toiletries were the most purchased items in ALL households, followed by clothing. In terms of food, fruit and vegetables were purchased three times a week by the majority, but at the same time discarded daily. This included stems, seeds and peels, which would be perfect ingredients to reuse extracting their vitamins and minerals! Additional to toiletries, females were purchasing make-up and beauty products every other week, with excess products and bottled packaging discarded. I found that if consumers were actively recycling, they were predominantly recycling food products, unconsciously forgetting about the rest of the waste from other sectors. This proves that waste is part of our lifestyle system and itâ&#x20AC;&#x2122;s key to target all elements of waste within the home.

7. BENEFICIAL

LACKS USE

MAKING WASTE BEAUTIFUL:

Regaining Consciousness With Ideas

GOOD FUNCTIONAL

UNDESIRABLE

VS BAD

We are starting to see how brands are taking advantage of the rising waste levels to provide an opportunity for smart and beautiful design interventions, to produce desirable goods for the Conscious Creatives. This vision for change demonstrates the potential for natural resources crafted into new materials, mined for its inherent beauty in both tangible and intangible ways. For example, fruit waste has great potential for natural product development (Ajvazi, 2016), demonstrating a new direction for materials that place an importance on sustainability, whilst delivering a responsible design. Rose & Willard are an example brand who have used discarded salmon skins to craft fish leather for clothing. When contacting the brand, it became evident that the use has a beneficial impact creating diversity and a unique style. This highlights that the use of waste doesnâ&#x20AC;&#x2122;t deteriorate the quality of the product, implementing more reason for its use. The success of materials and products made from perishable foods and packaging is relevant now, as people grow increasingly concerned about waste (Bell, 2016).

INSIGHTS: (See fig 24) The reason why some of these products have an unsuccessful outcome is purely because they are not meeting the needs of the consumer. They are repurposing products that continue to maintain a waste aesthetic and environmental conversation with a lack of benefit. Therefore, it is vital that storytelling becomes the focus of my concept. The consumers will be provided with new ideas and innovative products that deliver benefits for themselves, where the environmental benefits will follow as a result of them buying into the unique and superficial conversation. A slight push of guilt will be emphasised after consumers understand the self-benefits of the concept to exhibit the wasteful message.

AUTHENTIC

Figure 24: Visual diagram highlighting repurposed products, 2017

BANDWAGON

THE BEAUTY BUZZ. Waste Meets Beauty.

Figure 25: Colour Textured beauty products, Own Image 2017

"WE ARE INCREASINGLY SEEING 70% MORE INTEREST IN WHERE OUR PRODUCTS COME FROM, NOT JUST OUR FOOD BUT OUR BEAUTY PRODUCTS TOO" Emma Reinhold, Trade relation’s manager at the soil association states (Cosmetics Business, 2016)

From primary research it was clear that besides the excessive amounts of food waste found, excess beauty and toiletry packaging were dominantly evident within households. Research illustrated that in the cosmetics industry plastic is one of the most used materials producing around 79,109 metric tons a year (Briasco, 2016) resulting in high waste levels as plastic causes greater damage to the environment. This illustrates a greater opportunity to target packaging and excess products from both food and beauty sectors within the home. Furthermore, the increase in consciousness of today’s society is reflected in the beauty market as the conscious creative consumer wishes to take care of all aspects of their bodies. They are eager to consider eco-friendly ingredients, which stems from greater health concerns (GMID, 2016b). As a result, governments are calling for more recycling of ingredients within the beauty market, as millennial’s want ecologically responsible cosmetics that are not only good for their skin, but also for the environment (Yee, 2016). Founder of Pangea Organics Joshua Onysko, argues that people have high expectations with their skin products, especially now as it becomes vital to get sustainable products with waste ending up in our eco-system (see appendix: 3.2). Additionally, restating and reducing post-consumer waste to form new ingredients and materials provides greater opportunity for the beauty market to be experimental. Therefore, I aim to look closer at repurposing a by-product of consumer waste to produce sustainable cosmetics.

Figure 26: Black and White Textured beauty products, Own Image 2017

HOW MUCH DO BRANDS EMBED CONSCIOUS MOTIVATIONS INTO THEIR VALUES?

FOOD VS...

Figure 27: Comparison chart looking at how articulated conscious creative are in terms of food and beauty, 2017

ETHICAL

NATURAL/ORGANIC

ENVIRONMENTALLY FRIENDLY

WASTE

FOOD

Clearly states ethical concept without rubbing it in your face

Lack of recognition of any ethical values in their brands, when they are the leading ethical food brands.

GOOD

BAD

Overly sweet, but adds natural factor with a sense of personality

STICKERS & LABELS

SWEET

Over emphasises organic factor

BAD

Emphasies beneficial factor but balances this with natural factor

Highlights environmental properties through innovative design and packaging

Lack of alluring factor, overly emphasises environmental aspect

GOOD

BAD

Innovative concepts reusing waste and saving packaging

GOOD

Aims to reduce waste through programmes, will the consumer want to get involved?

BAD

BEAUTY

Balances ethical with beauty without over doing it

GOOD

Overly emphasises ethical properties that it overtakes the beneficial factor

BAD

Expresses organic and natural qualities over all the packaging and ad campaigns. Too much!

BAD

Shows environmental properties in an innovative way through contemporary packaging and colour

GOOD

overly green, overly obvious

BAD

Waste concept is unclear, however the concept is innovative using fruit waste and multi functional benefits

GOOD

Waste message is clear but the logo is dull, green message over takes benefits

BAD

BEAUTY It’s clear that in both food and beauty sectors, brands embed ethical, organic and environmentally friendly elements into their values more than waste. However, the food industry has greater motivation to make consumers more informed and aware of these aspects. It is expressed through labels, ad campaigns, packaging and logos where these words and values become obvious, especially as consumers are more inclined to focus on where the ingredients have come from. However, this consumer becomes less knowledgeable with their beauty products, with a lack of emphasis of these properties. Brands may be emphasising a ‘green’ message, however there are gaps missing, as they don’t fully or truthfully show where their ingredients are sourced from and why the consumer can benefit from using these products. In terms of waste, very few brands are embedding it in their values or expressing its use. It’s mainly highlighted through a multi-functional product or a small piece of information on a website. Instead of shying away from the issue, this concept will move beauty closer in line with food so the consumer becomes equally as interested, learning what GOOD waste can actually do.

THE LANDSCAPE.

Figure 28: Abstract image of beauty textures close up , Own Image 2017

1981 Neil’s Yard

1851 Kiehl’s

1976 L’Occitane

1984 Burt’s Bees

2008 Dr.Organic

2006 Yes To

1974 Faith In Nature

1976 The Body Shop

2004 Alima Pure

1978 Aveda

2005 100% Pure

1921 Weleda

2014 FRUU

H&M Conscious Beauty

2014 Beauty Kitchen

1995 Lush

SUSTAINABLE BEAUTY. Fig 29. A diagram illustrating how sustainable beauty brands are reaching the conscious consumer, whilst illustrating their current tone of voice and values.

We have been seeing beauty brands contact this conscious creative consumer ever since the 19th century with sustainable and ethical qualities. However, currently, there’s a rise in ingredients sourced from nature and food, particularly at a massmarket level.

OLD FASHIONED

BASIC & PREDICTABLE

OVERLY SWEET

AUTHENTIC

INSIGHTS: From this we can learn that the majority of brands follow a similar pattern by expressing dated or basic principles projecting a green, natured attitude with simple plant or natural based ingredients. However, today’s conscious creatives are engaged by contemporary and inventive brands that are authentic but still provide quality benefits. This is where Fruu and the Beauty Kitchen are successful as they provide a more fun and tactile tone of voice, they give consumers fresh ingredients but simultaneously listen to their needs. Lush particularly excels by building their brand entirely on ethical values as they continue to experience strong growth due to the popularity of its creative products (GMID, 2016c). Although Giles Verdon, packaging engineer of Lush, explains that their “impact on the environment is their core belief” (Sutton, 2015) the brand works well as they don’t show this off and put it to the front of their values, they bring a more empowered tone of voice to the market. Lush’s less predictable, creative products is what makes the brand work. Consumers don’t have to be aware of the environmental qualities but would still buy into the brand due to its playful personality. I aim to step away from overly ethical qualities as there’s greater chance to grab consumers attention by bringing benefits and personality through the wasteful concept.

Figure 30: Comparison chart highlighting how brands embed ethical concepts into their values, 2017

THE OUTER LAYER Show off environmental, ethical and organic factors

Putting Environmental qualities at the front of their brands

Patronise consumers with negative messages

THE BODY SHOP

Overly green attitude Hidden beauty benefits which aren’t projected, they are a secondary source to the brand Green comes first

Embedding Environmental qualities into the back of their brands THE INNER LAYER

LUSH

Hide environmental values into their values in subtle ways and through different conversations Highlight ethical and environmental values but make their brands sweet enough for consumers to buy Benefit stories come first Creativity and personality are the top of their brand values Glamorous beauty values are put at the forefront of their values balancing the ethical side

The brand ‘portrays ethical beauty to bring a serious purpose to the world’ Aims: use business as a force for good and stand up for what is right

The brand believes the ‘customer is ALWAYS right’ Aims: They focus on ethical values but bring customer experience to the top of their values What they do: -Provide fresh products -Create creative and interactive designs -Beneficial values through high quality ingredients -Handmade, tactile products Ethical buying

What they do: -Against animal testing -Support community trade -Activate Self Esteem -Defend human right -Protect our planet

DR. ORGANIC

FRUU

The brand brings a fruitilicious, playful sense to organic cosmetics Aims: Offer guilt-free sustainable living, in a fun way What they do: -Use a by product of fruit waste for hydrating ingredients. -Create for consumers; consumers ask, consumers get -Humour

The brand ‘only sources accredited and certified organic ingredients from around the world’ Aims: Bring a holistic approach to the market through organic and eco values What they do: -Use 100% organic products -No animal testing -No animal ingredients, suitable for vegetarians -No GM ingredients, all plant based

INSIGHTS: As seen in (fig 30) it’s clear that brands within the outside layer are doing it wrong. They are over projecting environmental qualities where the beneficial values are lost. They believe that consumers can change the world, when really what they are asking is completely out of their reach. Impacting the world through a beauty brand isn’t going to be the answer to world problems. Consumers don’t want to hear negative environmental impacts and the lack of support to local farmers; they want to hear the positive qualities of the beauty aspect. This is why it becomes important for my concept to be positioned within the inside layer. However, it’s key not to avoid the waste message but instead to highlight the positive qualities that waste can produce in order to entice the consumer.

Loli at home service = NO PACKAGING WASTE

M&S uses leftover grapes from their wine production to extract new ingredients for their pure range. However, they don’t advertise this, they advertise the quality of their ingredients

NO WASTE BEAUTY. Fig 31. A timeline illustrating how beauty brands have reduced waste in terms of their products & packaging from 1980’s to now.

Lush puts their innovative and creative personality at the top of their values with their playful designs and quality of natural ingredients. This is why the brand works so well. The environmental values don’t become overly patronising and in your face.

BURT’S BEES

packaging is made from polypropylene plastic but is melted and repurposed into new products

& LE B A CL ED G Y K C N RE NA AGI CK PA

AESOP

Phytonext was introduced: an extraction technology to extract phytochemicals from natural materials e.g. essentials oils from citrus peel

MULTIFUNCTIONAL BENEFIT STORY

encourages you to bring back old containers of any brand for a free product. They embed environmental issues at the top of their values

L’OCCITANE REFILLS

20 1984 64

1990

1987

2016

3 1 0

uses recyclable glass, plastic and cardboard. However, they prioritise formulating skincare of the highest quality over environmental values

2015

2008

ORIGINS

20 12 2009

1 20

NEIL’S YARD AND BODY SHOP PACKAGING MADE FROM POST CONSUMER WASTE

5 9 9 1 ALIMA PURE

6 PRODUCTS BACK TO MAC FOR A FREE LIPSTICK. BENEFICIAL CONCEPT OVERRIDES ENVIRONMENTAL CONCEPT

CASE STUDY:

Figure 32: Discarded Orange, own image. 2017

BACKGROUND:

INSIGHTS:

Fruu is one of the limited beauty brands that use ingredients produced from a by-product of processed fruit waste. However, at this stage the company is only small and therefore are unable to produce ingredients that come from waste at a high level. Founder Terence Chung states that using these raw ingredients makes his “products superior from the ordinary beauty brand, but consumers don’t see the other side of what we are seeing”. This highlights a greater need to educate consumers about sustainability and waste through a beauty lens on a larger scale.

When speaking to Terence he noted that “brands out there who claim they use natural ingredients, don’t actually use a large percentage of these ingredients. Even brands that use natural ingredients are not paying attention to the sustainability of their materials!” This highlights a greater need for a sustainable beauty brand that is true to the products as well as the consumer. However, he claims “it is hard to compete in terms of a sensorial point of view as a really expensive beauty cream which tends to have loads of synthetics has a smooth, luxurious feel, which organic ingredients are unable to replicate, but in terms of skin benefits raw materials are better”. Therefore, I aim to provide consumers with these skin benefits, whilst making them enjoy the sensorial aspect in diverse ways. This brand illustrated the success of these ingredients and how I can develop the idea to make it more accessible and engaging. (appendix 3.2)

THE IMPACT: The brand makes their products purely sustainable as well as affordable, especially as sustainable and organic products that are better for the environment tend to be more expensive. The brand aims to allow the more youthful consumer to enjoy the quality of sustainable products at a reasonable price. Their view “if you can’t afford to buy it, it is not sustainable.” The brand also focuses on the consumers needs and listen to what they want.

Figure 33: Discarded Strawberry, own image 2017

WHAT I AIM TO BE INSPIRED BY: I aim to use a similar concept by using a by-product of fruit waste for my ingredients. However, I aim to take this concept further by experimenting with a larger amount of ingredients sourcing not only fruit but also vegetable waste from a domestic level. As FRUU is aimed at the more youthful market, I aim to craft products aimed at a mass market that appeals to a larger audience of millennial’s. I will also expand the concept into all my products, rather than just lip balms, which is evident within the FRUU brand. I aim to adopt their affordable principles, whilst also listening to consumer needs.

Figure 34: Empty Beauty Packaging, own image 2017

IN S S HT IG

...

Figure 35: Comparison chart of sustainable beauty ingredients, packaging and design, 2017

INNOVATIVE

INGREDIENTS

CONTEMPORARY

PACKAGING

NON BIODEGRADABLE

DATED

SUSTAINABLE BEAUTY X WASTE... WHAT DO WE KNOW SO FAR?

AUTHENTIC

DESIGN

OVERLY GREEN

When analysing the sustainable beauty markets relationship to waste, it was noticeable that limited brands (only FRUU) bring waste to the forefront of their focus. Ethical brands are reaching this consumer successfully, however only exhibit sustainability in terms of their ingredients, packaging and responsible designs. For example, beauty brand Pangea Organics highlights sustainability through the design aesthetic. Joshua Onysko confirms that their packaging is â&#x20AC;&#x153;made from postconsumer waste, utilising recycled newsprint for bar soaps and 40% of all boxes and 20% of all glass bottles are recycledâ&#x20AC;? (see appendix: 3.2). In terms of reusing food waste, it was noticed that most products on the market use ethically sourced food ingredients but there are no links to domestic food waste, highlighting an opportunity for greater ingredients derived from waste.

When analysing these products in different department stores it became evident that there is limited availability, predominantly being available online or in specific stores such as Holland and Barrett. However, the visual merchandising displays were small creating limited interaction. This is because these brands are emphasising their environmental values, rather than the beneficial values that the consumer will receive. There is a storytelling issue that this market is missing. After observing in high-end and mass market stores, it was evident that there was greater availability of sustainable products at a mass-market level. In Selfridges the product ranges were specific and focused on designer brands (see appendix: 5.1). This highlights that there is an opportunity to solve the environmental conversation at a mass-market level. There is a need for a brand to demonstrate the message of domestic waste through impacts for consumer care. The solution is to be able to convey the environmental message but making its characteristics sweet enough for consumers to buy.

Figure 36: James Wojcik Cosmetic Photography, 2015

THE BIG IDEA

10.

WHY?

WHO?

? WHAT

DOMESTIC WASTE X BEAUTY

HOW?

E? WHER

Figure 37: Bansky Urban Art, 2015

BEAUTY VS.

ORGANIC

Figure 38: Visual word chart of relevant language in food and beauty , 2017

ANIMAL TESTING ETHICAL ECO FRIENDLY GREEN SUSTAINABLE SOURCED WASTE

FOOD

ORGANIC SOURCED ETHICAL

“Organic covers the www. of beauty” Lou Green, head of sustainability at Neil’s Yard (Cosmetic Business, 2016)

ECO FRIENDLY WASTE SUSTAINABLE GREEN 76

ANIMAL TESTING

In terms of consumer awareness of consciousness, we are seeing waste at a higher level in the food market compared to the beauty market, as food waste becomes a growing issue. However in beauty, animal testing is a top concept that consumers are understanding and aware of as brands embed it into their values via their packaging/products. This concept together with ethical and organic beauty values had little acknowledgment 10 years ago and now they are huge trends within the beauty market. This shows that now is the perfect time to enhance waste within the market so it becomes more in line with the food industry. Embedding the positive side of waste into new ideas will demonstrate greater awareness for consumers to want to buy now and in the future.

So, What's The Big Idea?

I aim to maintain the health aspect, creating natural ingredients but simultaneously limiting waste through storytelling, quality products and beneficial factors. However, my focus is to not shy away from the environmentally friendly message. Consumers will be made aware that the use of waste can provide not only cosmetic benefits, but lifestyle benefits at the same time, saving money and time. Currently, there’s no direct relationship between domestic waste and beauty; the waste currently used is coming from a manufacturing level, which highlights a gap to restate waste from a consumer level. Therefore, my big idea is to

TO PROVIDE AN OPPORTUNITY TO REACH THE CONSCIOUS CREATIVE CONSUMER THROUGH A BEAUTY LENS TO REDUCE DOMESTIC WASTE

After testing ideas the formation of ‘Humane Cosmetics’ was crafted, a new beauty brand reducing waste at a mass-market level. This brand will explore nature in a diverse way and the profound synergy we share with it. From my research it was evident that the conscious creatives favour skincare and make-up. Most could not go a day without makeup as it made them feel more confident in public. They also favoured skincare as they felt that as well as looking good; they wanted to feel good with glowing skin. Compared to haircare and nail care the majority of consumers took an interest but weren’t fussed if their nails weren’t painted or their hair just received a basic wash. Resultantly, the brand will focus on these sectors to maintain that feel good feeling (see appendix: 4.2). According to viewpoint magazine, “brands need to pay attention to consumers who embrace conscious living and lead them, not try and sell to them” (Viewpoint, 2015). Especially as Philip Graves in his book ‘Consumerology’, argues that people are more likely to buy products from familiar brands to reduce risks. Therefore, this brand will lead consumers to maintain their conscious interests through diverse products, rather than replacing their familiar beauty items that sit on the bathroom shelf and share the same qualities.

11.

INNOVATIVE PRODUCTS

CHANGING CONSUMER'S DOMESTIC BEHAVIOUR

POST CONSUMER PACKAGING FOR HUMANE'S PACKAGING

HUMANE. BRAND MODEL BY PRODUCT OF POST CONSUMER'S WASTED FRUIT AND VEGETABLES FOR HUMANE'S INGREDIENTS

Figure 39: Humane Brand Model, 2017

Aims & Considerations: -Innovation comes with the link between beauty and domestic waste -Stands out within a highly saturated market -Contrasts against the predictable rural tone of voice -Urban attitue with a sweeter, contemporary tone of voice

Aims & Considerations: -Reducing that guilty feeling when wasting -Actively encouraging consumers to give back and care for the environment -Consumers will be able to recognise the problem of domestic waste -Consumers can enjoy their materialistic beauty goods, whilst being humane at the same time -Aims to reduce waste beyond the products by encouraging consumers to create a relationship with the brand and give back as well as purchasing the products

Aims & Considerations: -Repurposing ALL materials from consumerâ&#x20AC;&#x2122;s domestic waste to craft Humaneâ&#x20AC;&#x2122;s packaging -Will be transformed into new modern designs for our products

Aims & Considerations: -Using a by product of consumer's food waste, such as skins, peels, stems and excess fruit and vegetables for product ingredients -Using by-products maintains safety for consumers -Collecting produce from a domestic sector before it reaches the bin -Fruit and vegetables are high in nutrients/vitamins and have been throughly tested becoming beneficial for the skin -Will be combined with other natural ingredients -To use minimal ingredients

These logos are flat and lack the urban and bold tone of voice of Humane. They are simple and clean like most sustainable beauty brands and lack life; they only portray the sweeter side of beauty.

LOGO TESTING

Although these logos are more creative, the use of tape makes the logo look more like wasteful materials. The aim is to attract consumers without advertising the negative connotations of waste. This logo gives an indication of this perception. The colour also seems overly sweet and feminine, which isnâ&#x20AC;&#x2122;t what Humane exhibits.

This logo works the best as it is bold yet sophisticated. It doesnâ&#x20AC;&#x2122;t present overly aggressive qualities and maintains that sweeter side of beauty with the light toned text. The monochrome palette is effective to grab consumers attention and works well against my colour palette. It also contrasts against other sustainable beauty logos, which are more minimal, light and clean. This logo is simple but recognisable and creates a statement with the use of a fullstop.

HUMANE.

HUMANE

HUMANE.

be Humane.

HUMANE.

Humane.

HUMANE.

HYBRID VALUES Products have multi-functional benefits to save money and time

UNIQUE INGREDIENTS All ingredients are hydrating and naturally derived from a by product of fruit/ vegetable waste full of minerals and vitamins

MINIMAL Ingredients are minimal with no chemicals and additives

AUTHENTIC Innovative & Diverse brand

NOW All products are trend driven, with the latest super food ingredients and benefits

EFFICIENT Products are easy applicable and practical for on the go use

H U M A N E

The name ‘HUMANE’ is an acronym crafted from its six key characteristics. ‘Humane’ is defined as showing compassion or benevolence, which represents the brands intention to be kind to the environment. However, each letter represents the beneficial properties of using these products. It highlights what the consumer can gain from the products and gives them a reason to buy into the brand. Rather than just exhibiting the wasteful issue, the brands reputation will deliver enticing and quality characteristics for consumer’s self care.

OUR BENEFICIAL STORY...

BY PRODUCT OF FRUIT & VEGETABLE WASTE

Figure 40: Fruit Waste Strawberry, Own Image 2017

HUMANE'S

INGREDIENTS

Innovative Ingredients

Figure 41: Empty beauty tub, Own Image 2017

HUMANE'S

PACKAGING

Sensorial Products

Refillable packaging saves money on new products, refills will be sold at a cheaper price

Nutritional Value

Lasting designs, strong quality

Full of Vitamins and Minerals

On the go use, portable as packaging comes in small, medium and large sizes

Anti-oxidant qualities Skin protective qualities Extracting fruit, vegetable and nut oils creates repairing, easily absorbed and nourishing properties for the skin Pulp and seeds are soothing, moisturishing and retaining for the skin Fruit skins, seeds and peels have anti-inflammatory benefits and are a natural exfoliating agent Multi- functional ingredients for more than one benefit and use, saving time and money for quick on the go use

PACKAGING WASTE

Consumers love packaging! Decorative and enticing designs Easy and simple use Incentive: can give back 5 empty packages for a free product! Protective qualities meaning products stay fresher for longer Packaging with hidden and abstract meaning behind the products as well as the design

Figure 42: Perceptual Map 1, 2017

SUSTAINABLE

WHERE DOES HUMANE SIT WITHIN THE BEAUTY MARKET? HUMANE.

PERCEPTUAL MAP 1: Where does the brand sit within the general skincare and makeup market in terms of sustainability and creativity...

CREATIVE

SIMPL

INSIGHTS: The sustainable market is overly saturated with brands. The majority of brands are putting the environmental focus at the forefront of their brands. They are telling consumers they are not supporting local farmers, destroying the planet and so on These brands have a simple and minimal tone of voice with a lack of personality Humane aims to bring the beneficial story to the top of their brand via the concept of waste. Consumers will understand that the use of this waste will provide ingredient, skin and lifestyle benefits as appose to telling consumers they should buy this product because of the rising issue of waste. We are demonstrating the positive rather than the negative The brand will balance both creativity and sustainability being the only brand to link the concept of domestic waste and beauty

UNSUSTAINABLE

Figure 43: Perceptual Map 2, 2017

GLAMOROUS

HUMANE.

PERCEPTUAL MAP 2: SOPHISTICATED

Where does the brand sit within the general skincare and makeup market in terms of itâ&#x20AC;&#x2122;s visuals and tone of voice...

ENERGETI

INSIGHTS: Those brands that are putting their environmental values as a secondary form of communication and putting their fun, glamorous and creative values as a primary form of communication are the brands that consumers are buying into. Humane is inspired by this, but aims to bring waste into their creative values without shying away from it Limited brands are doing this, however they present a more energetic tone of voice aimed at a more youthful audience Humane will present an urban tone presenting casual yet abstract visuals, but will portray a sense of sophistication to represent femininity

ENVIRONMENTAL

BRAND ESSENCE MODEL Figure 44: Humane Essence Model, 2017

OUR VISION

BEAUTY WITH RESPONSIBILITY

Create an unexpected, innovative, yet modern sustainable beauty brand that provides consumers with their ethical, yet superficial needs. Simultaneously, mitigating domestic waste

OUR PERSONALITY Urban Confident Contemporary Sophisticated Creative Conscious

OUR POSITION Mid-Market Meaningful Sustainable/ethical Creative

HOW WE BEHAVE We educate you We don’t claim, unless it is 100% true We want your attention We don’t act like a predictable sustainable brand would, we move away from the nature and green driven tone We are encourgaing We don’t bore

OUR VALUES

Honest Loyal Quality Affordable Considerate Authentic

OUR BELIEF

HUMANE.

HOW WE TALK Conversational Relatable We speak the truth We are striking but don’t scream in your face We are your friend, join in with us to reduce waste together

Waste doesn’t have to be waste Sustainable beauty doesn’t always have to be dull and unimaginative. We see a balance between glamour and responsibility

HOW WE LOOK Recognised by our markmaking and urban graphics Abstract Our marks represent a sense of freedom and personality We don’t provide the usual overly green sustainable visuals

Figure 45: SWOT, 2017

STRENGTHS

-Innovative concept -Not currently available on the market -Timely fits well with waste concerns -Long term solution -Coincides with greater consciousness and awareness of today’s society -WGSN brands waste as the ‘future of beauty’ -Consumers can actively get involved, whilst enjoying the beauty benefits -Consumer demand is growing for sustainable beauty offerrings

WEAKNESSES

-Will take a lot of promotion to get the brand recognised and trusted -Takes a lot of consideration and elements to build a successful brand -Niche consumer

SWOT ANALYSIS OPPORTUNITIES

-Can expand the waste concept beyond the products into the VM, brand values and incentives -Create a personal connection with consideration, choice of ingredients and product size -Sensory, tacile aspect -Experimentation with ingredients and packaging -Incorporation of tech: in-store?

THREATS -Will consumers understand the message? -Will consumers be willing to experiment with a new beauty brand? -As the sustainable beauty market is overly saturated, are consumers already working towards this concept and will it get recognised? -Sustainable brands are successfully reaching the conscious creative consumer, so will the contrasting and diverse nature of this brand work?

OUR DO'S

Urban, Modern Style

Solely an environmental conversation about waste

Sustainable, yet sweet enough to buy

Preaching the wasteful issues

Celebration of waste, not a dig at the negative impact

Overly green, nature inspired tone & visuals

Creative & Experimental Representation of truth Bold tone of voice Striking but sophisticated to highlight beauty values Inspire, encourage & excite our consumers Decorative and responsible design

OUR DONT'S

Clean & minimal beauty aesthetic Lack of personality, dull and clinical attitude Overly polite, sweet tone Too serious Overly urban that it becomes aggressive & dark, we want to balance a feminine touch

USP.

ZERO WASTE IN TANGIBLE AND INTANGIBLE WAYS

HELPS TO REDUCE DOMESTIC WASTE

INNOVATIVE & DIVERSE BEAUTY PRODUCTS WITH BENEFITS THAT STAND OUT AGAINST COMPETITORS IN TERMS OF INGREDIENTS AND FUNCTIONALITY

WHAT MAKES THE BRAND DIFFERENT?

5. 6.

CREATING CONVIENCE FOR CONTENTIOUS CONSUMERS TO MEET THEIR NEEDS

SOURCE ALL INPUTS IN WAYS THAT HAVE NO NEGATIVE ENVIRONMENTAL IMPACT

ENGAGES AND EMPOWERS CONSUMERS TO ACT IN THE BEST INTEREST OF THE ENVIRONMENT THROUGH SELF CARE BENEFITS

“Consumers today don’t want to be sold to, talked down to and they don’t want people telling them how to consume a product”

LANGUAGE.

OF.

THE.

BRAND.

Mazdack Rassi, co founder of ‘milk’ makeup

(The Future Laboratory, 2016b)

100

The language of this brand will focus on attracting the consumer’s attention by transforming an environmental issue into a beneficial story, rather than telling consumers to consume the products to help the environment. We believe the consumers should be using the products for their own benefits. The language will drift away from the predictable sustainable beauty phrases asking consumers to ‘please take care of the planet’. Humane will speak to consumers at a conversational level by telling them that using the wasteful ingredients will help their skin, as well as helping the environment.

MEET THE CONSCIOUS CREATIVES The label ‘Conscious Creative’ provides the outer layer of my consumer, where they share the balance between ethical and superficial needs with conscious yet creative attitudes. However, the inner layer represents the variety of consumer segmentation within this group. As seen in fig 47-50 each archetype represents how this consumer would relate to the beauty brand and how their domestic waste habits have influenced the creation of the brand. Each consumer has different interests and household environments, which helps to understand their wasteful habits and why the beauty brand would beneficial to them. They fall into four archetypes, ‘The Guilty Disposer’, ‘The Style Re-user’, ‘The Imaginative Recycler’ and ‘The Graceful Reducer’. By adopting Rogers diffusion of innovation theory, the consumer archetypes were formed to understand how each consumer would translate and spread messages to project the brand concept. Diffusion is the process of an innovation being communicated through a spread of messages via certain channels among members of the social system (Everett, 1995). Therefore, ‘The Style Re-user’ and ‘The Imaginative Recycler’ would be identified as the early adopters as they are experimental when it comes to recycling and re-using goods. They are consistently on the look out for new sustainable products with an edgy sense of style and would benefit from the ethical side of the brand. They are happy to be exposed to new

102

ideas. Additionally, they have greater knowledge with sustainable beauty and are aware of waste issues, doing as much as they can to act against it. They would be the key communication leaders to act as a catalyst for others to follow. They would particularly spread knowledge and recommendation to ‘The Guilty Disposer’ and ‘The Graceful Reducer’, who have less knowledge about waste but try to do their bit. These consumers feel guilty about their wasteful actions but continue to dispose. They are concerned about conscious living in terms of their own well being rather than the environment so would benefit from the superficial side of the brand. They would be identified as the early majority who are sociable and active online and therefore would spread awareness via online formats.

TER S

ADO P

EARLY

HUMANE'S TARGET CONSUMERS.

INNOVATORS

LATE

THE GRACEFUL REDUCER THE GUILTY DISPOSER

MA JO

S GARD LAG

THE STYLE REUSER THE IMAGINATIVE RECYCLER

IT JOR A M

TY RI

EA RL

12.

Figure 46: Curve of Innovation, 2017

Name: Carly White Age: 21 Occupation: Student

CREATIVE

Area/ Country currently living in: London

MOTIVATED

Describe yourself in 3 words: Fun, Kind Loyal

CONSCIOUS IN TERMS OF ENVIRONMENTAL CARE

CONSUMER ARCHETYPES

REUSES/RECYCLES STYLE AND BEAUTY PRODUCTS TREND DRIVEN ACTIVE WITH BEAUTY RECYCLING PROGRAMMES E.G. 'BACK TO MAC' TYPICAL 'GIRLY GIRL' PREFERS MAKEUP OVER SKINCARE

THE STYLE REUSER

STYLE LED

Hobbies/Interests: Chilling with friends, Shopping, Eating What do you do to maintain a sustainable/ conscious lifestyle? Turn lights and tap off, reuse reuse reuse What does the word waste mean to you? AVOIDABLE What items do you recycle? Packaging, Cardboard and glass What social media platforms do you use the most and why? Instagram- people post less shit than on Facebook What are 3 favourite beauty items? Lipstick, Eyeshadow and Moisturiser 3 emotions you experience when using your beauty products? Clean, Content and Happy How much does Waste annoy you on a scale of 1-10? 7 Biggest concerns to do with food and packaging waste, and waste in the beauty market? Ignorance. People arenâ&#x20AC;&#x2122;t aware of the impact waste is having

104

Figure 47: The Style Reuser Consumer Profile, Own Image 2017

Figure 48: The Imaginative Recycler Consumer Profile, Own Image 2017

Name: Cheyenne Coorough

Name: Shelbi Moon

Age: 19

Age: 24

Occupation: Full-Time Student/ Part Time Barista and Vocalist

Occupation: Retail Employee

Area/ Country currently living in: London

Describe yourself in 3 words: Determined, Dreamer, Passionate

Describe yourself in 3 words: Open-minded, Conscious, Extrovert

EDUCATED

SOCIALLY AWARE OWNS A RECYLING BIN RECYCLES WASTE FOR SELF USE TENDS TO DISCARD MORE FOOD THAN PACKAGING/ PRODUCTS SOCIABLE

What do you do to maintain a sustainable/ conscious lifestyle? •Recycle •Walk more, drive less •Consume less when it comes to clothes, beauty products etc. •Request less packaging (ex. Don’t use plastic straws, plastic bags, or throw away to go containers •Eat a plant based diet •Be vocal. Tell others about what you’re doing and why they should do it too •Buy local food when purchasing groceries What does the word waste mean to you? TERRIBLE What items do you recycle? Try to recycle all my products, I re-use them for my art projects and bedroom decorations What social media platforms do you use the most and why? Instagram/ Youtube- I love everything in pictures! 3 emotions you experience when using your beauty products? Confidence, fun, and creative

FAMILY DRIVEN

What are 3 favourite beauty items? Lipstick, eyeshadow and Face cream

MOTIVATED READER

How much does Waste annoy you on a scale of 1-10? 8 Biggest concerns to do with food and packaging waste, and waste in the beauty market? I think a lot of items are package when they don’t need to be at all. Also, food is throw out way too soon. “Best by” dates are way too conservative. Hyper consumption of typical beauty products is a huge issue at this point. People are buying way more than they need and can even use.

CONSCIOUS IN TERMS OF SELF CARE VEGAN ACTIVE IN TERMS OF FITNESS AND EXERCISE HEALTH AND WELL BEING OBSESSED BLOGGER TRIES TO REDUCE WASTE WHEN POSSIBLE GREEN BASED DIET PREFERS SKINCARE OVER MAKEUP

THE GRACEFUL REDUCER

EXPERIMENTAL

THE IMAGINATIVE RECYCLER

ARTISTIC FREE MIND

Hobbies/Interests: Nutrition, Music, Performing, Dancing, Cooking, Napping, and Traveling.

Hobbies/Interests: Hiking, Photography, Youtube, Cooking

What do you do to maintain a sustainable/ conscious lifestyle? I buy organic most of the time, , I went vegan 7 months ago and have stopped supporting factory farming and endorsing them through social media, I try to raise awareness when having intellectual conversations. What does the word waste mean to you? Waste doesn’t have to be waste What items do you recycle? I find it hards to recycle but mainly cardboard What social media platforms do you use the most and why? Instagram, because it has almost become an everyday job and career for me. I love seeing all the messages I get from the people that I’m helping. 3 emotions you experience when using your beauty products? Happy, lifted, and content What are 3 favourite beauty items? Lush bath bombs, exfoliator, moisturiser How much does Waste annoy you on a scale of 1-10? 5 Biggest concerns to do with food and packaging waste, and waste in the beauty market? I think the biggest issue has to with us, the consumers. We should learn to re-use some of packages or recycle them when needed, instead of just throwing everything away. But I also believe that the government doesn’t endorse environmentally friendly living as much as they should. There should be more laws that make recycling more powerful. Like putting a tax on disposing a certain amount of waste

Name: Alexandra Spisany Age: 21 Occupation: Student

THE MOST WASTEFUL OUT OF ALL ARCHETYPES

Area/ Country currently living in: London Describe yourself in 3 words: Creative, Funny, Caring

CONSCIOUS SELF CARE OVERRIDES ENVIRONMENTAL CARE FOREVER NETWORKING HEALTHY BASED DIET WITH THE OCCASSIONAL TREAT MINIMAL AND SIMPLE BEAUTY PRODUCTSIN TERMS OF INGREDIENTS THE 'BASIC' CONSUMER, FAVOURS ACCESSIBLE QUALITY GOODS OVER LUXURY, EXPENSIVE GOODS

THE GUILTY DISPOSER

FEELS GUILTY BUT CONTINUES TO WASTE

Hobbies/Interests: Blogging, Shopping What do you do to maintain a sustainable/ conscious lifestyle? reusable water bottles What does the word waste mean to you? I dont like it, but i still do it. SORRY!! What items do you recycle? Mainly water bottles, but I find it hard to recycle other items as it is time consuming What social media platforms do you use the most and why? Instagram/ Snapchat- most instantaneous 3 emotions you experience when using your beauty products? Joy, excitement, confident What are 3 favourite beauty items? Facial scrub, Tea tree oil, Moisturiser How much does Waste annoy you on a scale of 1-10? 4 Biggest concerns to do with food and packaging waste, and waste in the beauty market? I think we waste too much food that isnâ&#x20AC;&#x2122;t necessary and the containers of beauty products go to waste. However, I am a culprit

Figure 49: The Graceful Reducer Consumer Profile, Own Image 2017

INSIGHTS: All four archetypes seek consciousness when purchasing beauty products based on trend driven characteristics, simultaneously seeking for products that provide them with the glowing, beautiful look that they desire. The beneficial impacts are the key factors that entice them to buying a product. They only look at the environmental qualities after they have justified that it fits their needs. They value tangible products and a conscious lifestyle; this is where their materialistic values come into play. They are buying into brands with purpose and personal qualities. After understanding their daily routines, it became clear that the consumers labelled as the early adopters are driven by style trends and artistic values. As they are motivated and educated by new trends from magazines and newspapers, it will be key to communicate the message informatively and materialistically. This group are vocal by regularly getting involved with talks, taking outdoor routes to be an active part of their communities, as well as meeting with friend’s highlighting that they are more likely to share their experiences via word of mouth. The early majority group express online-based communication and are forever networking, using their phones and laptops at all hours of the day. This means they are likely to spread awareness through social media and blogging, which will create faster, more efficient recognition as they have a large amount of followers. Beauty is a key part of their lifestyles, meaning it’s important to make my products diverse so they are able to benefit from a new brand that adds to their routines, rather than replacing the products they already own. This is because ‘brand name’ is important to them (see appendix: 4.2) so it would be harder to replace their loved items. Understanding their daily routines is key to contact consumers effectively to bring the brand to them, rather than seeking it themselves. Figure 50: The Guilty Disposer Consumer Profile, Own Image 2017

13.

TESTING.

THE.

CONCEPT.

Figure 51: Orange Peel, Own Image 2017

106

Initially, the idea of restating waste into a beauty format could create a hesitant reaction. However, Humane aims to transform the waste into a desirable form publicising its benefits, through quality ingredients and hybrid values. To test this idea, a focus group with conscious creative and interviews with industry professionals were carried out (see appendix: 6.2). The responses were positive, consumers responded that the idea was ‘well though out, as it provides consumers with benefits that other brands may not have, whilst giving consumers an opportunity to be environmentally responsible even if they are aware or unaware!” Another respondent answered that it’s “good because the environmental aspect isn’t rubbed in your face, you can choose to acknowledge it or you can just enjoy the beauty benefits being environmentally conscious without really knowing it”. Five out of six respondents said they would buy into the brand, simultaneously using their existing products, so they’re receiving something innovative. This is presented through natural ingredients, multi-functional and reusable products that provide skin benefits and they are still able to use the products they love. When talking to Terence Chung and Joshua Onysko they expressed that this is a “clever idea and it works.” Terence stated how he “liked the idea of reusing waste beyond the ingredients putting the concept at the forefront of the brand.” He says, “It’s diverse to source the waste from a domestic level as they mainly source from an ingredient supplier. There’s nothing out there which contacts the domestic sector!” Continually, Joshua Onysko stated, “it’s interesting how you’re looking for new ways to extract and produce! It is good you aren’t just sitting on your arse waiting for trends to start, you’re trying to start them!” (see appendix 3.2).

HOW CAN THE CONCEPT BE ARTICULATED? Figure 52: Comparison chart challenging the creative concept, 2017

BRAND = THE BEST SOLUTION Physical products create desirable and long term use as well as being personal, which can expand into retail

WHAT IF IT WAS AN EVENT?

Excitement of buying new goods and innovative products that no one else is creating TRAIL AND TESTING THE CONCEPT WITH DIFFERENT MAKEUP AND SKINCARE COUNTERS

Can incorporate all the beneficial factors with the use of ingredients, hybrid values and refillable aspect

WHAT IF IT WAS A BEAUTY BRAND?

Consumers can buy over again, making the concept grow

INTERACTIVE

NUTRITIONAL, HYDRATING INGREDIENTS FROM A BY PRODUCT OF FRUIT AND VEGETABLE WASTE

SPA EXPERIENCE HAND MAKING PRODUCTS EDUCATING

MULTI-FUNCTIONAL PRODUCTS

VISUAL DISPLAYS OF BEAUTY PRODUCTS

REFILLABLE PACKAGING GRAPHIC TEXTURES AND DESIGNS SENSORIAL NEW BENEFITS

WHAT IF IT WAS AN ART INSTALLATION?

WHAT IF IT WAS A MAGAZINE? TIPS & GUIDANCE OF CREATING OWN PRODUCTS BENEFITS OF FOOD/ PACKAGING WASTE IN BEAUTY ENGAGING VISUALS OF THE WASTE INTO A GLAMOROUS BEAUTY FORMAT

COLLABORATION WITH BEAUTY BRAND CURRENTLY USING THE CONCEPT E.G. FRUU TO CREATIVELY SHOW OFF THE IDEA WASTE INSTALLATION CRAFTED FROM SUPERFICIAL GOODS THAT CONSUMERS CAN TAKE HOME INCORPORATION OF TECH, LEARNING ABOUT THE PRODUCTS

EXPERT INTERVIEWS SUSTAINABLE 'MUST HAVES'

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VISUALISING THE BEAUTY OF WASTE

HUMANE'S VISUAL CODES: INSPIRATION Figure 53: Humaneâ&#x20AC;&#x2122;s visual inspiration Mood Board, 2017

ABSTRACT

MARK MAKING

ENVIRONMENTAL DECAY

WORN SURFACES TEXTURED SURROUNDINGS FEMININE TOUCH

-Inspired by a variety of abstract and unpredictable works of art, spaces and imagery. (see sketchbook 2 for further creative concept development) -Mark-making and texture has been inspired by the urban landscape and an urban tone of voice -Crumbling walls and weathered references portray the concept of reused and discarded goods

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HUMANE'S BRANDING INSPIRATION Figure 54: Humaneâ&#x20AC;&#x2122;s branding inspiration Mood Board, 2017

URBAN POP OF COLOUR

LOUD

ABSTRACT UNPREDICTABLE MARKS

MOVEMENT

-Waste found within the home transformed into illustrated designs -The textures create a more decorative and visual design to attract the consumer -Illustrating a story and a message in an abstract form -Freedom of line, representing unpredictable movement and ideas

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-Inspired by the urban and rural environment extracting key colours

HUMANE'S COLOUR PALETTE

-Influenced by key colour trends

Figure 55: Humaneâ&#x20AC;&#x2122;s Colour Palette Mood Board, 2017

URBAN

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RURAL

THE PACKAGING

MAKEUP

Figure 56: Humane’s packaging. Fenton, 2017

Ingredient List

Barcode Amount in ml Expiry Date

Brand Logo Product Colour

About the Brand USP

Beneficial Values

Figure 57: Humane’s makeup products and packaging. Fenton, 2017

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SKINCARE

THE PACKAGING Figure 58: Humane’s Skincare Stickers. Fenton, 2017

Figure 59: Humane’s Skincare Products. Fenton, 2017

Front of Sticker

Back of Sticker

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11.

ROUTE TO CONSUMER...

As sustainable thinking first entered the minds of consumers through beauty, with mutual benefits to the planet and consumers health, there are a vast amount of brands reaching consumers from all angles within this market (The Future Laboratory, 2016a). Therefore, it becomes key to understand my consumer in order to target them in appropriate ways, where Humane’s glamorous yet responsible story can be absorbed at a stage of full engagement. With the consumer being one of a brand’s most crucial resources, (The Future Laboratory, 2016a) it’s important to demonstrate platforms that enable them to connect creatively and desirably for a sustained future. To do this, it’s key to understand how and when the Conscious Creatives want information.

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SUMMARY OF KEY INSIGHTS REGARDING THE CONSCIOUS CREATIVES.

They are increasingly aware of the social and environmental impact of the things they buy and want brands to go beyond just reducing environmental damage (The Future Laboratory, 2016a). Therefore, its important to translate the message so consumers can understand the benefits to not only reduce environmental damage but to also care for themselves

As environmental issues can make these consumers feel powerless and guilty it is key we entice consumers to address these emotions through communication strategies. This will allow them to understand that the brand can create positive emotions, whilst helping the environment

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Social media is an effective platform to shout about the brand, as these consumers want to show they are on trend (The Future Laboratory, 2016a)

Todays consumers “want to be part of a revolution… they don’t want to hear about the technical features of products, they want to hear the mission and message of the brand they are choosing to have a relationship with” (Simon Robison- founder of global sustainability consultancy Holonomics). As a result, Humane’s marketing strategies will avoid the complicated explanations of the eco advantages and will focus on the concept of reducing domestic waste, therefore communicating the beneficial messages

Obsessing with limits and traditional rules of sustainability need to be pushed to one side to enable the creative and innovative sustainable products to reach this new conscious creative consumer group

Start a conversation about the brand through the use of storytelling and beneficial outcome

AIMS:

Position Humane as a new yet innovative brand within the sustainable market that moves away from the predictable Spread the message and issue of domestic waste through the positive factors of using the waste Aim to create an impact on consumerâ&#x20AC;&#x2122;s behaviour by actively buying into the brand

Figure 60: Textured surface wall, Own Image 2017

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Figure 61: Timeline of consumer’s decision journey, 2017

CONSUMER'S DECISION JOURNEY

BEFORE

KNOWLEDGE

DISCOVERING HUMANE

OUTDOOR EXPERIENTIAL MARKETING

PERSUASION

INVESTIGATING HUMANE

SOCIAL MEDIA BLOGGERS GLOSSY BOK UK

DURING

DECISION

SAYING YES TO HUMANE

LAUNCH EVENT

IMPLEMENTATION

IN-STORE AVAILABILITY WEBSITE IN-STORE VEGAN LIFE FESTIVAL

NTS

OI CHP

D RAN

TOU

AFTER Rogers (1983) has identified the consumer’s purchasing decision journey through the process of adoption, which is characterised by different factors at each stage (Fill, 2013). The timeline in fig.61 illustrates the touch points the brand will use at different stages of their decision journey. As my consumers are forever networking, whilst simultaneously utilising the outdoor environment as part of a conscious lifestyle, promotion will take place online and offline. As the brand is unrecognisable at this stage, it’s key to use touch points at ALL stages of the consumer journey in order to hold consumers attention, drive sales and impact consumer’s wasteful behaviour.

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PURCHASING HUMANE

CONFIRMATION

SOCIAL MEDIA DIRECT MARKETING MEASURING SUCCESS LOYALTY

EXPOSING HUMANE

Figure 62: Fruit makeup waste illustration, Own image 2017

DISCOVERING HUMANE.

As Humane is a new brand, this stage is important because without knowledge consumers cannot build a brand relationship. Humane will demonstrate that consumers have the opportunity to be more than just a beauty consumer, they have a choice to help reduce the issue of domestic waste combining both their conscious yet materialistic needs. This brand will make it possible to impact consumerâ&#x20AC;&#x2122;s behaviour, whilst delivering innovative products; it pushes the boundaries of sustainable beauty and demonstrates diversity. The discovery stage will allow consumers to gain initial insight, deciding whether it fits their beauty requirements.

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Figure 63: Outdoor ad campaign 1, Own image 2017

THE ADVERTISING CAMPAIGN As part of a conscious lifestyle Humaneâ&#x20AC;&#x2122;s consumers are motivated by the outdoor environment, often walking to their destinations or exercising. As a result, this platform will be used to project Humaneâ&#x20AC;&#x2122;s campaigns as a teaser before the brand launches. There will be a series of 3 print campaigns (see fig 63-65), each displaying a QR code linked to the humane app. As a basic starting point an App will be set up, displaying the same information as the website (fig.78). However, the app will be used as a platform for consumers to scan the code. When they scan they will receive a ÂŁ5 voucher for any Humane product. This encourages consumers to not only download the app; it creates greater engagement to discover more. This is effective as QR codes are cost effective and bridge the gap between offline and online in this smartphone age providing an efficient way to guide the consumer to the brand. This means the consumer can be reminded of the brand at home to research further. This is key as memory is the link between seeing an ad and then making a choice to purchase (Sharp, 2010). Therefore, if consumers are given free benefits, it creates a reminder to use it! This online presence is vital due to the growth of online shopping, particularly by the millennial generation (Prescott, 2016), which the conscious creative consumers are part of. The posters will be located in key areas of interest, including places where consumers purchase goods, to contact them when they are ready to spend money (see fig 66-69). The campaigns will speak to the consumer on a conversational level, highlighting the positive benefits of the brand, rather than patronising them with the wasteful issue. The bright use of colour will grab their initial attention and illustrate an alluring sense of beauty that the brand exhibits. These campaigns will continue to be displayed a year after launch to maintain exposure.

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Figure 64: Outdoor ad campaign 2, Own image 2017

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Figure 65: Outdoor ad campaign 3, Own image 2017

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Figure 66: Train station mock up, Own image 2017

Figure 68: Inside shopping centre mock up, Own image 2017

Figure 67: Inside Train mock up, Own image 2017

Figure 69: Car park mock up , Own image 2017

EXPERIENTIAL MARKETING

Figure 70: Lorentz, 2017. Inside of Westfield Shopping Centre

As the brand delivers diverse benefits from authentic ingredients and functionality of products, it’s key for consumers to test the products at an early stage to see what the brand is all about and create a level of trust. Marc Jacobs highlighted the success of this strategy by utilising consumer interactivity to promote the ‘Daisy’ perfume (for case study see appendix 8.2). This included a pop up stand where consumers were able to indulge in fantasy with treats, handbag samples and fragrances to take home (Mcquarrie, 2014). Taking inspiration from this, the brand will be holding a pop up stand in key shopping centers, including Westfield and Intu (the UK’s largest department stores). Consumers will have the opportunity to test the products, understanding the beauty benefits. Staff will be present to explain the positive aspect of the ingredients and hybrid values. Consumers will be able to take home samples in order to show others the innovation, functionality and glamour of Humane’s products. The aim of this is to create awareness of the brand, when they’re in a purchasing mindset.

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Additionally, advertising will be placed in beauty aisles of shopping stores including Superdrug, Boots, Planet Organic and Holland&Barrett as these stores provide ethical products at a mass-market level allowing the new idea to become highly accessible. Completing in-store observational research provided evidence that when consumer’s purchase they tend to unconsciously look at offers around beauty shelves, therefore, having the brand identity at eye level will increase engagement during their searching process.

Where are consumers checking their phones?

INVESTIGATING HUMANE.

AT HOME “If people are sitting down over a drink or brunch and talking about the latest brands, the difference now is that everyone has their phones and become looped in it instantly”

AT BREAKFAST

BEFORE BED ON THE TOILET

– Chris Gilbert

TO WORK

(social media manager at digital agency, Kettle)

This quote provides evidence that social media becomes important to project visual information to sustain consumers interest, whilst being able to reach a wide, connected audience. As ethnographic research showed, the Conscious Creatives use their social media accounts regularly, checking their phones almost every hour and often more frequently.

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INFRONT OF THE TV

AT LUNCH

Figure 72: Humane’s Facebook page, 2017

SOCIAL MEDIA Instagram proved to be used most, as consumers prefer visualising information and sharing their conscious, yet creative concerns. As the majority of consumers are within the millennial generation, it‘s clear they’re highly connected with 91% of 19-24 year olds and 89% of 25-34 year olds being frequent social media users in Britain (Prescott, 2016). Humane’s consumer values authentic and storytelling channels; therefore the brand will be present on Instagram, Facebook, Snapchat and YouTube to highlight the message creatively. At this stage only Instagram and Facebook will be set up at the same time the campaigns are released, as these are effective to translate information clearly for consumers to investigate. Instagram will project the creative story/product benefits through visuals and Facebook will be a form of awareness delivering information of key dates, and events. This will be hard to convey through Snapchat and YouTube at this stage, as these platforms show short videos that consumers are likely to only view once.

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Figure 73: Humane’s Instagram page, 2017

Figure 74: Blogger strengths and weaknesses, 2017

JEANETTE OGDEN

NIOMI SMART

HEYFRANHEY

MIXEDGEMSBEAUTY

MEET THE BLOGGERS

Social media is not enough to provide solid research, as consumers will start to evaluate and make comparisons to other brands. An image or piece of information will not fully demonstrate the USP. Real opinions and voices need to be used to create interest. Before the launch, specific bloggers will be selected to get people talking. This will become an effective method of communication, as bloggers are one of the fastest growing areas of consumer-generated media (Posner, 2011). Those used will have an interest in ethical and innovative beauty, as consumers are more trusting of reviews when they share similar qualities with the reviewer (Mintel, 2015). This will work to increase and confirm consumers interest if individuals with a large following use the products. Bloggers with expertise will keep feedback honest and reliable. They will be sent products to share and will receive discounts for the first month after launch, as bloggers need to feel that their blogging is beneficial for themselves (Pederson, 2010). This is likely to be effective as 72% of consumers aged between 18-34 look to social media for recommendations when purchasing (Mintel, 2015). This was confirmed when speaking to target consumers (see appendix 4.3), as they value truthful opinions so are more likely to test products. They revealed that most pages they follow on Instagram are bloggers, following their blogs via a link in their bio. At this point, consumers will be able to evaluate the products.

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SUGARPEA

GLACIER996GIRL

STRENGTHS:

WEAKNESSES:

-Large amount of followers, meaning they would reach numerous conscious creative consumers -Highly conscious and have large interest in sustainability -Unlike celebrities, they live a relatable, family and friend based lifestyle, so people trust them as real people -Only promote products that they feel truly work -They both show how products work on their skin and the future benefits -Fun, lighthearted bloggers that don’t take sustainability and ethical values so seriously, meaning it’s more relatable and ideal for Humane’s consumer

-Would require financial costs -Could be accused of promoting the products as a job, rather than because they actually enjoy and benefit from the brand -May not like the product and would be truthful to followers, meaning that this could create a negative outcome and bad promotion for the brand -Promote other sustainable brands as well, so they need to show off Humane’s innovative and glamorous qualities, rather than the ethical values

GLOSSYBOX UK

Figure 71: Glossy box mock up with Humane Product, 2017

STRENGTHS:

WEAKNESSES:

-Being experts in the beauty field allows consumers to trust their judgement -Large amount of followers -They don’t just focus on sustainability, meaning it can reach those who are more creative in terms of beauty, rather than consciousness -Mixedgemsbeauty works in some of the leading department stores including Selfridges, so she knows what products are of high quality -Niomi Smart founder of sourced box a subscription box full of healthy and natural goods, meaning the products can be sent out as part of the boxes. She already has a wide conscious audience -Have links to YouTube channels so people can connect through other platforms to reach a large audience -Both focus on makeup as well as skincare -They have a lot of contacts so could pass recommendation of the products through word and mouth

-Being experts and knowing a lot about beauty could add pressure for the brand, will it fit their approval? -Could cost more being experts -Would they want to get involved, especially as they are most likely being offered numerous products on a daily basis

STRENGTHS:

WEAKNESSES:

-These bloggers have a more urban style and attitude, say it how it is and move away from the predictable ethical and sustainable nature driven imagery, which is exactly what Humane is about! -Creative styles -Humourous aspect not so serious -Promote different types of art, posters and visual language; therefore they could promote the ad campaign as well to really project the entire brand -Young, on trend and inspiring -Express different events and top spots they like, so could promote the launch event and would definitely be invited! -Not as high profile, so payment would be less -Sugarpea fits the creative side of the consumer, not just the conscious side -Modern, on trend, fearless -Glacier girl not afraid to share opinion and be truthful and this is what Humane’s consumer respects, they don’t want to be sold to, they want to hear what they can gain from the brand. Focuses on the future and what’s to come

-Risk of negative feedback After recommendation from bloggers, it’s key to be able to bring the products to consumers to trial and test the diverse ingredients. Therefore, at this investigation stage we will collaborate with Glossy Box UK for one month for a convenient way to deliver to the products to consumers. Glossy Box is a beauty subscription service that provides consumers with 5 must have products every month from niche and emerging brands. As the brand will be less acknowledged compared to other mass brands on the market, this subscription box is a good way to win over consumers with the nutritional and hydrating innovative ingredients and multi-functional use. This is because the box includes a selection of surprise products, without consumer’s choice of what is inside. As conscious creatives live busy on the go lifestyles, this service will further save time trawling the Internet and department stores for an accessible, valuable price. This service is relevant today as beauty subscription boxes have been a growing trend over the past 2 years due to women’s eager to explore (Mintel, 2016), especially the conscious creative consumer who are motivated by trend driven values.

SAYING

YES TO HUMANE

GOODIE BAG

LAUNCH EVENT WHAT'S INSDE?

Figure 76: Humane’s Launch event goodie bag, 2017

Figure 75: Humane’s Launch event welcoming wall, 2017

After creating awareness and validating the brand benefits, consumers are at a strong point of wanting to purchase. They have built up knowledge about the brand so a launch party will create a sense of excitement and further engagement. The event will be a chance for consumers to interact and learn about the nutritional and protective ingredients, testing products with skincare and makeup stations. They will be able to converse with like-minded people and share beauty tips. As well as the public, invites will go out to beauty experts to promote the brand at a professional level and gain media attention, including Terence Chung (cosmetic scientist and founder of new beauty brand FRUU), Alessandra Steinherr (Beauty director at Glamour magazine) and Sali Hughes (top beauty columnist for the Guardian). Beauty bloggers mentioned in fig.74 will also be invited. The event will ensure that consumers receive the best, most relevant information. As Humane is an up and coming brand, it will team up with the new ‘Ooho’ water brand to provide people with refreshments. Ooho is a newly crafted edible water bottle made from seaweed (See appendix 8.1 for full case study). This successfully works along side the concept of limiting waste; preventing consumers from taking water bottles home. It will be ideal for both brands to create recognition and is cost effective with each water orb costing 1 penny to construct (Howard, 2015). It expands the events trend driven characteristics and creates excitement to delve into an entirely new sensorial and seductive experience. There will be a lot of buzz prior to the event, but it will take place a couple of months before the end of the year after Selfridges ‘Wasted’ pop up, (which bought style to wasteful issues with

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repurposed goods) so this event doesn’t steal the limelight. This will be located at a hired space at London’s Convent Garden, one of London’s busiest public areas based in the city center, expressing that urban element. This means there will be greater attention, with more opportunity to attract Conscious Creatives. Consumers are likely to be ready to purchase as Convent garden is one of London’s most popular shopping destinations with sustainable and beauty options to explore. With sustainable beauty stores including Neal’s Yard situated in this area, it proves that it’s a key area to successfully reach Conscious Creatives. These surrounding shops will not affect Humane’s popularity, as it presents a diverse concept transforming responsibility into new glamour in 2017. Event details will be on the brands website, social media and via word of mouth of bloggers to ensure that members of the public are welcome. This event should attract trade and those that are unconsciously walking past, especially on a weekend, which are retails busiest days. Lastly, guests will be able to take home a goodie bag full of samples to remember the experience and continue to feel good from our products after the event. Vegan Life festival After the launch, Humane will have a stand at Vegan life festival, along side various other conscious food and beauty products. This will create greater recognition reaching more Conscious Creatives. It will give those that weren’t at the launch a chance to talk to brand representatives and learn more about the brand, whilst also testing products. This is important for consumers to really understand the benefits and the goodness of the ingredients used.

Figure 77: Humane’s website flow chart, 2017

PURCHASING HUMANE

OUR STORY: Consumers can understand a bit more about the brand, the domestic waste concept and its key characteristics

SHOP: Consumers are able to purchase all products. They are able to swipe over products to gain insight of the ingredients and what the materials have been repurposed from

STOCKISTS:

HOMEPAGE: OUR STORY SHOP STOCKISTS OUR BENEFITS CONTACT US BASKET

This page will show where the products are available in mass department stores around the country and the address of the Humane store when it opens.

OUR BENEFITS: At this page consumers are able to understand the benefits of the ingredients and hybrid values. They will learn the hydrating and protective elements of our products as well as how they are saving time and money!

CONTACT US: All our details will become clear for consumers to ask any enquires. We will aim to reply within 24 hours to provide the consumer with top quality service.

BASKET: Consumers will be able to purchase products via our website.

At this point the website will be in full force, where consumers will be able to purchase. The website’s content highlights the reality and story of the brand. The aim is to NOT make consumers think, meaning it’s key for pages to be self evident and self explanatory (Krug, 2014) for consumers to get a full understanding, instead of skipping content. Consumers will follow the brands journey as it grows, keeping them up to date with a balance of responsibility and the materialistic element. They will able to scroll over products to see the benefits of the ingredients and multi-functional uses. The website will portray the brand’s identity and will be mobile friendly, as today’s consumers tend to use their phones to browse websites (Prescott, 2016). It will have clear sub pages as a lack of fluidity can create a loss of sales, especially if consumers can’t find what they want with ease (Graves, 2010). Moreover, a hashtag will be displayed via Humane’s website and their social media pages, used to direct consumers to information that bloggers and other consumers are presenting for a quick, easy way to confirm their decision. Moreover, Chris Haines states, “advertising is to many people and social media is one to one” (Sherman, 2015). This means that the link with social media and the website can create personal communication. It makes the consumer feel like the brand directly talks to them. After the Launch, together with online availability, products will be available in stores such as Holland&Barrett, Planet Organic, Boots and Superdrug for greater access. Consumers are more likely to shop in these stores as they provide sustainable yet superficial goods.

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WEBSITE PAGES

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Figure 78: Humaneâ&#x20AC;&#x2122;s website pages, 2017

Figure 81: Humane’s retail store mock up, 2017

Figure 79: Humane’s product labels with QR code, 2017

RETAIL STORE Once the brand is recognised and consumers are well under way of purchasing after a two year period, the store will open. This is because it will become costly to open at the beginning with additional costs of advertising and the launch event. The store will create an accessible option for consumers to purchase located in Convent Garden, where the launch will be held. The aim is to express Humane’s identity with visual merchandising and points of sale to create a visual reminder of the brand. There will be a bin available in-store encouraging consumers to recycle testers and excess material. To create greater interaction in-store, there will be a live screen bringing Instagram to reality. Consumers will be encouraged to upload images on their Instagram feeds after purchasing with #HumaneCosmetics for their images to be visible on live screens. Three selected pages daily will win a free product and makeover. This buzz will make consumer’s feel recognised and encourage sales. It also becomes relatable to the consumer, as Instagram is their most used form of social media, meaning this will encourage them to spread the idea over their feeds. All the staff will be brand ambassadors trained to understand the products to lead the way and encourage consumers to change their wasteful behavior by buying into the brand. They will deliver expert advice on the scientific cosmetic benefits of the products. For this level of advice and service to be available online there will be a live chat available for consumers to ask questions providing quality consumer service. Barcodes on product tags: During the purchasing process, products will have tags with barcodes in-store. This will allow consumers to scan codes making sure all information about the product becomes clear instore and at home. The Humane app will have to be downloaded to do this. However, to encourage consumers, selected QR codes on certain products will be linked to discounts for consumers to use. This encourages consumers to find out more and download the app/scan to see if they have discounted product. This also creates a convenient way for consumers to make that final purchase decision, especially as nearly half of all smartphone users use their phones whilst shopping in-stores (Jacob, 2012).

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Figure 80: Humane’s In-store Instagram live screen, 2017

EXPOSING HUMANE 5 C'S OF SOCIAL MEDIA CONTENT

Humane’s product line, visuals, tone of voice and key information/important dates will be the main content published on social media. Humane will regularly post content engaging the consumer.

CONTEXT

“If you’re trying to build a brand and sell product, digital is your best value. It’s cheaper, you can target it, you don’t have to pay if it doesn’t work. It’s all the things that print advertising is not.” -Linda Rodin, fashion stylist behind the cult label ‘Rodin’ (Sherman, 2015)

Humane will initially begin with Instagram and Facebook pages and later down the line once the brand is more recognised and consumers are well under way with purchasing Snapchat and YouTube pages will be made. This will inform consumers via tutorials and show behind the scene action of future events and in-store interaction. Therefore, as digital platforms are a strong source of marketing to today’s consumer, additional to Instagram and Facebook, at this final stage Snapchat and YouTube pages will be created. This will give consumers the opportunity to share experiences, watch tutorials and build a brand relationship. These will be effective to express live streams for consumers to watch and be apart of future events and exciting updates. Continually Humane will encourage beauty bloggers to take over the platform for a greater chance of a higher viewing rate.

COMMUNITY With a range of consumers liking and following pages, it will build up a community where people can share experiences and knowledge about their beauty purchases. Promoting the launch event on social media will further encourage a wide audience and means consumers that turn up can build a community with experts as well!

CONTINUITY

The posts will spark conversation between target consumers, especially after the launch and regular posts and updates will keep people talking, this is vital to keep the brand going by further posting new products and events via social media

COHESION

All of Humane’s channels will be integrated and linked encouraging consumers to visit others pages and campaigns both online and offline in order to express publicity across all channels and spaces

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12.

MEASURING SUCCESS.

THE FUTURE.

Feedback is essential for successful communication to review whether the message has been received and how consumers are interpreting them (Fill, 2013). Therefore, gaining feedback is vital to measure success. Social media and blogger reviews will be the first tools to analyse by observing the amount of followers, likes, subscribers and shares. This will give a basic indication of how people are responding to the brand, especially as social media acts as a solid platform to share concerns. We will also measure success by analysing feedback and reviews from the Glossy Box subscription service. In terms of driving sales, we will analyse how many consumers are entering the Instagram competition in store and how much coverage we receive at the launch, whilst reviewing website sales. This is key to understand at an earlier stage in order to make future changes and improvements.

Once the purchase is complete the conversation does not end, the brand will continuously be offering consumers discounts via direct message to create a personal relationship, keeping the brand at the forefront of consumers minds (Fill, 2013). This involves consistent social media posting engaging consumers. This is vital as the problem of waste is continuous; therefore, itâ&#x20AC;&#x2122;s important that consumers are consistently buying into the brand. The brand incentives will continue, including a loyalty scheme where consumers receive free products after a certain number of purchases. Enticing consumerâ&#x20AC;&#x2122;s pre, during and after the sales will improve consumer satisfaction with a greater chance of building trust; we want to show we care about the consumer as much as we care about the environment.

Figure 82: Humaneâ&#x20AC;&#x2122;s directing marketing mock up text message on IPhone, 2017

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Social Media JUNE 2017

MEDIA PLAN Figure 84: Humaneâ&#x20AC;&#x2122;s media plan timeline, 2017

Outdoor Campaigns JULY 2017

OUTDOOR EXPERIENTIAL MARKETING SOCIAL MEDIA BLOGGERS GLOSSYBOX

CONSIDER

AUGUST 2017

BEFORE

Pop up in Department stores

SOCIAL MEDIA LAUNCH EVENT

EVALUATE

Westfield INTU

AUGUST 2017

Blogger Reviews

DURING

SEPTEMBER 2017

Glossy Box Collab

THE LOYALTY LOOP

AFTER

DECEMBER 2017

Launch Event

BUY

ADVOCATE WEBSITE IN-STORE POS VM SOCIAL MEDIA DIRECT MARKETING

Products in Stores JANUARY 2018

ENJOY

Vegan Life Festival Figure 83: Loyalty Loop, 2017

Holland & Barrett Planet Organic Boots Superdrug

FEBRUARY 2018

BOND

FEBRUARY 2018

Direct Marketing

Retail Store Opening JUNE 2019

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Launch Website

SUMMARY OF MEDIA PLAN.

6 MONTHS PRIOR TO LAUNCH

AFTER 6 MONTHS

Humane aims to create awareness through outdoor campaigning, experiential marketing, social media pages, whilst collaborating with Glossy box UK. The website will also be launched to generate initial word of mouth and interest. Experiential marketing will enhance consumer interaction, whilst utilising bloggers voices to initiate trust and spread the concept

Launch of Humane via a launch event to create buzz and get consumers speaking to experts, whilst testing products. The website will also be in full force with continuous updates on products. Products will be available online and in-store in at Holland and Barrett and Superdrug, Boots and Planet Organic. We will also be present at Vegan life festival in the new year to promote the product benefits to a conscious audience

AFTER 2 YEARS

AFTER 5 YEARS

Store opening to create greater engagement with the public and greater accessibility

Greater extension of products, more experimental ranges and planning for greater store locations to reach a wider audience, not just in London. Loyalty schemes will be continuous along with incentives and rewards

â&#x20AC;&#x153;The biggest challenges are ahead for the planet, so we have to make our businesses and the ethics of our business fit for the challenges of the futureâ&#x20AC;? - Jeremy Schwartz (CEO and Chairman of The Body Shop) (Reuters, 2016)

CONCLUSION.

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Humane is founded for the future, especially as waste is a continuous cycle that will always take place. Therefore, this brand will provide a consistent process to help mitigate the issue, whilst providing consumers with updated goods to fit their ethical, yet superficial needs. Not only does humane bridge the gap between beauty and domestic waste, it demonstrates innovative, yet responsible designs, where urban replaces rural. The brand will grow bringing innovation with a strong message to the beauty market, encouraging consumers to make conscious choices.

Figure 85: High definition image of fruit waste, Own Image 2017

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Make domestic waste your topic of conversation and BE HUMANE. 162

ILLUSTRATION REFERENCES Figure 1: Hume, G (2000) 1 Spring Angels C [Screenprint]. Paragon Press. London. Figure 2: Wood, D (2017). Comparison chart highlighting how brands are embedding conflicted messaged into their brand values [Visual Chart] Figure 3: Wood, D (2017) Illustrated photograph of fruit waste [Illustration], Own Photography Figure 4: Wood, D. (2017) Rubbish Bin Bags [Photograph] Own Photography Figure 5: Wood, D (2017) Coloured illustrated image of food waste [Illustration], Own Photography Figure 6: Wood, D. (2016) Planet Organic Food Waste [Photography] Own Photography Figure 7: Wood, D. (2016) Bin Report Image 1 [Photograph] Own Photography Figure 8: Wood, D. (2016) Bin Report Image 2 [Photograph] Own Photography Figure 9: Wood, D. (2016) Bin Report Image 3 [Photograph] Own Photography Figure 10: Wood, D. (2016) Bin Report Image 4 [Photograph] Own Photography Figure 11: Wood, D (2017) Illustrated image of crisp packet [Illustration], Own Photography Figure 12: Wood, D (2017) Illustrated image of household packaging waste [Illustration], Own Photography Figure 13: Wood, D. (2017) Government Statistics of Household Waste [Infographic] Figure 14: Tiny Leaf Restaurant (2015) Tiny Leaf Advertising Campaign [Online]. Available via: Tiny leaf restaurant [Accessed: 30th March 2017], [Photograph] Figure 15: Nelson, S. (2016) Waitrose new pasta range comes in boxes made from food waste [Online]. Available via: Huffington Post [Accessed: 30th March 2017], [Photograph] Figure 16: WGSN Vision Team. (2016) Consumer Bioplastic Fantastic. Plastic like materials made from natural ingredients [Online]. Available via: WGSN [Accessed: 30th March 2017], [Photograph]. Figure 17: Jonsson, A. (2016) Biodegradable Bottle [Online]. Available via: LSN Global [Accessed: 30th March 2017], [Photograph]. Figure 18: Wood, D (2017) More detailed illustrated image of fruit and vegetable waste [Illustration], Own Photography Figure 19: Wood, D (2017) Visual chart highlighting environmental ad campaigns [Diagram] Figure 20: Wood, D. (2017) Senses Illustration [Illustration] Figure 21: Wood, D. (2017) Food Labelling [Photograph] Own Photography Figure 22: Wood, D. (2017) Consumers Wasteful Habits [Infographic] Figure 23: Wood, D. (2017) Consumers Receipts [Photograph], Own photography Figure 24: Wood, D (2017) Visual diagram highlighting repurposed products [Diagram] Figure 25: Wood, D. (2017) Colour Textured Beauty products [Illustration]. Own Photography Figure 26: Wood, D. (2017) Black and White Textured Beauty products [Photograph]. Own Photography Figure 27: Wood, D (2017) Comparison visual chart looking at how articulated conscious creative are in terms of food and beauty [Diagram] Figure 28: Wood, D (2017) Abstract image of beauty textures close up [Illustration], Own Photography Figure 29: Wood, D. (2017) Sustainable Beauty brand comparison diagram [Diagram] Figure 30: Wood, D (2017) Comparison chart highlighting how brands embed ethical concepts into their values [Diagram] Figure 31: Wood, D. (2017) Reducing Waste in Beauty Timeline [Timeline] Figure 32: Wood, D. (2017) Discarded Orange [Photograph]. Own Photography Figure 33: Wood, D. (2017) Discarded Strawberry [Photograph]. Own Photography Figure 34: Wood, D. (2017) Empty Beauty Packaging [Illustration]. Own Photography Figure 35: Wood, D (2017) Comparison chart of sustainable beauty ingredients, packaging and designs [Diagram] Figure 36: Wojcik, J. (2015) Cosmetic Photography [Online]. Available via: James Wojcik Online [Accessed: 30th March 2017], [Photograph] Figure 37: Banksy. (2014) Bansky Urban Street Art [Online]. Available via: Banksy online [Accessed: 30th March 2017], [Photograph] Figure 38: Wood, D (2017) Visual word chart of language in food and beauty [Diagram] Figure 39: Wood, D. (2017) Humane Brand Model [Brand Model] Figure 40: Wood, D (2017) Fruit Waste Strawberry [Photograph], Own Photography] Figure 41: Wood, D (2017) Empty beauty tub [Photograph], Own Photography Figure 42: Wood, D. (2017) Perceptual Map 1 [Marketing model] Figure 43: Wood, D. (2017) Perceptual Map 2 [Marketing model] Figure 44: Wood, D. (2017) Brand Essence Model [Marketing model] Figure 45: Wood, D. (2017) SWOT [Marketing Model] Figure 46: Wood, D. (2017) Curve of Innovation. [Marketing model] Figure 47: Wood, D. (2017) The Style Re-user Consumer Profile [Photograph], Own Photography

Figure 48: Wood, D. (2017) The Imaginative Recycler Consumer Profile [Photograph], Own Photography Figure 49: Wood, D. (2017) The Graceful Reducer Consumer Profile [Photograph], Own Photography Figure 50: Wood, D. (2017) The Guilty Disposer Consumer Profile [Photograph], Own Photography Figure 51: Wood, D (2017) Orange Peel [Illustration], Own Photography Figure 52: Wood, D (2017) Comparison chart challenging the creative concept [Diagram] Figure 53: Wood, D (2017) Humane’s visual inspiration [Mood board] Figure 54: Wood, D (2017) Humane’s branding inspiration [Mood board] Figure 55: Wood, D (2017) Humane’s colour palette inspiration [Mood board] Figure 56: Fenton, K (2017) Humane’s packaging [Digital Collage] Figure 57: Fenton, K (2017) Humane’s makeup products and packaging [Digital Collage] Figure 58: Fenton, K (2017) Humane’s skincare stickers [Digital Collage] Figure 59: Fenton, K (2017) Humane’s skincare products [Digital Collage] Figure 60: Wood, D (2017) Textured surface wall [Photograph], Own Photography Figure 61: Wood, D (2017) Timeline of consumer’s decision journey [Diagram] Figure 62: Wood, D (2017) Fruit waste and makeup waste [Illustration], Own Photography Figure 63: Wood, D (2017) Outdoor ad campaign 1 [Photograph], Own Photography Figure 64: Wood, D (2017) Outdoor ad campaign 2 [Photograph], Own Photography Figure 65: Wood, D (2017) Outdoor ad campaign 3 [Photograph], Own Photography Figure 66: Wood, D (2017) Train station mock up [Digital Collage] Figure 67: Wood, D (2017) Inside Train mock up [Digital Collage] Figure 68: Wood, D (2017) Inside shopping centre mock up [Digital Collage] Figure 69: Wood, D (2017) Car park mock up [Digital Collage] Figure 70: Lorentz, E (2015). Inside of Westfield, White city Stratford [Photograph] London. London architecture online Figure 71: Wood, D (2017) Glossy box mock up with Humane Product [Digital Collage Figure 72: Wood, D (2017) Humane’s Facebook page [Digital Collage] Figure 73: Wood, D (2017) Humane’s Instagram page [Digital Collage] Figure 74: Wood, D (2017) Blogger strengths and weaknesses [Diagram] Figure 75: Wood, D (2017) Humane’s Launch event welcoming wall [Digital Collage] Figure 76: Wood, D (2017) Humane’s Launch event goodie bag [Digital Collage] Figure 77: Wood, D (2017) Humane’s website flow chart [Diagram] Figure 78: Wood, D (2017) Humane’s website pages [Digital Collage] Figure 79: Wood, D (2017) Humane’s product labels with QR code [Digital Collage] Figure 80: Wood, D (2017) Humane’s In-store Instagram live screen [Digital Collage] Figure 81: Wood, D (2017) Humane’s retail store mock up [Digital Collage] Figure 82: Wood, D (2017) Humane’s directing marketing mock up text message on IPhone [Digital Collage] Figure 83: Wood, D (2017) Loyalty Loop [Marketing Model] Figure 84: Wood, D (2017) Humane’s media plan timeline [Diagram] Figure 85: Wood, D (2017) High definition image of fruit waste [Photograph], Own Photography

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Miller, S (2016) How cooking for others can be selfish. Oh Comely Magazine, issue 15, p.55. Nelson, S (2016). Waitrose New Pasta Range Comes in Boxes Made of Food Waste. Huffington Post [Online], 28th August 2016. Available at: http://www.huffingtonpost.co.uk/ entry/waitrose-new-pasta-range-comes-in-boxes-made-of-food-waste_uk_5799ffede4b06d7c426ec2e6 [Accessed: 5th November 2016]. Organic Monitor (2016). Sustainable Ingredients Emerging From Food Waste. Ecovia Intelligence [Online]. Available at: http://www.ecoviaint.com/ r2505/?hilite=%22sustainable%22%2C%22ingredients%22 [Accessed: 21st December 2016]. Payton, M (2016). Denmark opens first food waste supermarkets selling surplus produce. Independent [Online], 19th September 2016. Available at: http://www.independent. co.uk/news/world/europe/denmark-food-waste-supermarket-we-food-copenhagen-surplus-produce-a6890621.html [Accessed: 23rd October 2016]. Piece, G (2016). Face mapping the future: how technology will aid beauty sector digital transformation. Retail Gazette [Online], 20th January 2016. Available at: https://www.

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GOVERNMENT DOCUMENTS

Mintel (2016b). Sainsbury’s says goodbye to multi-buy deals [Online]. Available via: Mintel [Accessed: 22nd October 2016].

United Kingdom. Department for Environment, Food and rural Affairs, 2016. UK Statistics on Waste [Online]. Government Statistical Service. Available at: https://www.mrw.

Mintel, (2015). Promoting Beauty Kitchen- 11th August 2015 [Online]. Available via: Mintel. [Accessed: 4th January 2017].

co.uk/download?ac=3035342 [Accessed: 5th January 2017].

Mintel, (2016c) Beauty Online [Online]. Available via: Mintel. [Accessed: 3rd May 2017]. Mintel, (2016d). The Neal’s Yard and Deliciously Ella Collaboration highlights the interest in natural beauty- 15th August 2015 [Online]. Available via: Mintel. [Accessed: 4th January 2017]. Nexis UK (2016a). We should heed France’s waste- not experiment. [Online] Available via: Nexis. [Accessed: 4th November 2016]. Nexis, (2016b). Giving Waste a Value: how Ecover Makes Packaging Out of Ocean Waste [Online]. Available via: Nexis UK. [Accessed: 5th January 2017]. Riberti, G. et al (2016). Packaging Forecast A/W 17/18: Design Matters [Online]. Available via: WGSN. [Accessed: 2nd November 2016]. The WGSN Vision Team (2016a). The Vision A/W 17/18: Design Matters. [Online] Available via: WGSN. [Accessed: 15Th December 2016]. The WGSN Vision Team (2016b). [Online]. Available via: WGSN. [Accessed: 16th December 2016]. Varga, C (2016). Rio Olympics [Online]. Available via: WGSN[Accessed: 17th December 2016]. WGSN (2016a). The future of Farming [Online]. Available via: WGSN. [Accessed: 2nd November 2016]. WGSN (2016b). The Beauty Buzz- Activism: The New frontier [Online]. Available via: WGSN. [Accessed: 16th December 2016]. WGSN Vision Team (2016). The Vision S/S 18: Pschotropical [Online]. Available via: WGSN. [Accessed: 2nd November 2016]. Yee, T (2016a). The Beauty Buzz- Microbeads [Online]. Available via: WGSN. [Accessed: 16th December 2016] Yee, T (2016b). Sustainable Beauty [Online]. Available via: WGSN. [Accessed: 17th December 2016]. Yee, T (2016c). Alternative Fragrance & Beauty- Products & Ingredients [Online]. Available via: WGSN. [Accessed: 17Th December 2016].

JOURNALS Barbulova, A (2015). New Trends in Cosmetics: by Products of Plant Origin and Their Potential Use as Cosmetic Active Ingredients. MDPI Journal Cosmetics [Online], Volume 2, P. 82-92. Available via: Google Scholar. [Accessed: 31st December 2016]. Briasco, B (2016). Packaging Evaluation Approach to Improve Cosmetic product Safety. MDPI Journal Cosmetics [Online], Volume 3, P.1-12. Available via: Google Scholar. [Accessed: 31st December 2016]. Parfitt, J., Barthel, M and Macnaughton, S (2010). Food waste within food supply chains: quantification and potential for change to 2050. Philosophical Transactions of Royal Society [Online], Volume 365, P. 3065-3081. Available via: Google Scholar. [Accessed: 2nd January 2017]. Yoon, S, (2013). Feel sorry for the cake in the trash? The Effect of Food Types on Consumers’ Food Waste Perceptions. Advances in Consumer Research [Online], Volume 41, p.527 Available via: Google Scholar. [Accessed: 3rd January 2017]. Stancu, V., Haugaard, P., Lahteenmaki, L, (2016). Determinants of consumer food waste behaviour: two routes to food waste. Science Direct [Online], Volume 96, P. 7-17. Available at: www.elsevier.com/locate/appet. [Accessed: 3rd January 2017]. Wharton, G., Foth, M., Choi, J, (2014). Identifying factors that promote consumer’s behaviours causing expired domestic food waste. Journal of Consumer Behaviour [Online], Volume 13, P. 393-402. Available via: Google Scholar. [Accessed: 3rd January 2017].

TV The Apprentice, 2016. [TV] BBC One, 12th December 2016. Episode, 7. Hugh’s War On Waste, 2016. [TV] BBC One, 17th January 2016. Episode 2. Hugh’s War On Waste, 2016. [TV] BBC One, 28th June 2016. Episode 3: The battle continues. Eat Well For Less, 2016. [TV] BBC One, 16th September 2016. Series 3, Episode 6: The Kings Family.

VIDEOS Arthur Potts Dawson: A Vision For Sustainable Restaurants, 2010. [TED Talk] YouTube, 3rd December 2010. Suzanne Lee: Grow your own clothes, 2011. [TED Talk] YouTube, March 2011. Lauren Singer: Why I live a zero Waste lifestyle, 2015. [YouTube] TED X Teen Talk, May 2015.

FILMS Food Law and Policy Clinic Releases Short Film On Food Waste In America. Expired? Food Waste in America, 2016. [Short Film] Racing Horse Productions, 12th February 2016. Just Eat It: A Food Waste Story, 2015. [Documentary] Peg Leg Films, 2015. The True Cost, 2015. [Film] Life is My Movie Entertainment, May 2015.

PODCASTS Four menus to save the planet, (2016). BBC4 Radio costing the Earth [Podcast], 3rd May 2016. Available at: http://www.bbc.co.uk/programmes/b078y4tk [Accessed: 1st January 2017].

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