VIVID PROPOSAL
Report isued by Vivid in 2016 Eleni Matheou Gina Polito Jemma Range Skaiste Pakalnyte
Contents 1-2 Mission Statement 3-4 Executive Summary 5-6 Formature 7-8 Naturology 9-10 Experinature 11-12 Naturanic 13-14 Client: L’Occitane 15-16 Competitors 17-18 Concept 19-20 Proposal 21-22 Market Research: L’Occitane 23-24 Market Research: QR Codes 25-26 The Time Poor Consumer 27-28 Consumer Shopping Analysis 29-34 Sensory Booth 35-36 Sensory Booth Advertisements
37-38 Advent Calendar: In-Store 39-40 Advent Calendar:Online Advertisement 41-42 The Metro Advertisement 43-44 London Bus Stop Advertising 45-46 Social Media 47-48 Budget 49-50 L’Occitane Future 51-52 Bibliography 54 Contact
Mission Statement
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Define an identity for new fresh and upcoming brands assisting them to communicate their identity effectively. Revitalise and discover what makes them special, different and stand out as a brand. We aim to help the brand express their own story and personality by visual means. Visual identities are often seen as more inspiring. We aim to guide brands to the digital world to make sure they use new technologies to their advantage such as social media.
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Executive Summary
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Vivid recognizes that L’Occitane is a natural and organic high-end beauty retailer. L’Occitane has a pre-existing cliental who have impacted on their previous success. However we believe it would be beneficial for L’Occitane to extend their target audience to those that are time poor, whilst still maintaining a relationship with their loyal cliental. Vivid proposes an in store interactive experience encouraging consumers to come in store, relax and take full advantage of our sensory booth. In order to promote the sensory booth we will produce an in-store and online advent calendar to reach out to all of our potential target audiences.
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Formature Formature is the combination of formation and nature. The combination has been inspired by how we are adapting our buildings and every day living by everything surrounding us.
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Naturology Naturology is based on the process of future human evolution. The initial seed sparking this thought was the idea that animals are born with their own protective exterior, whilst humans are yet to develop such defense.
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Experinature Experinature is the collaboration between scientific experiments and natural outcomes. These scientific procedures would be used to create natural looking products. Experinature is taking advantage of science to create luxurious and natural products.
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Naturanic Naturanic is the collaboration between Nature and Organic. Naturanic has stimulated from an idea of going back to our natural roots and contributing this idea towards our daily lives. By using pure, natural, organic herbs and foods as well as looking into arts and media that are going back to using natural elements at various museums, events and corporations.
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Client: L’Occitane
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L’Occitane was established in 1976 and is now a worldwide-recognised brand with stores in 55 countries. L’Occitane sells an array of skincare products and fragrances for both men and women. The brand thrives on its organic and natural products, but also in its packaging and process of making. L’Occitane has reached out onto different social media channels. These include Facebook, Twitter, Instagram, Pinterest, Youtube and Google+. Not only do they broadcast their stores and products through social media but also through their smartphone app, newsletter, online magazine, spa and café. Although L’Occitane has a desirable reputation, Vivid would like to develop the brand through advertising and promotional campaigns. We also believe that it is vital for a positive shopping experience that the staff are fully aware and enthusiastic about the product and brand. Whilst conducting our primary research in L’Occitane stores we found that not all of the staff were offering the refreshments provided.
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Competitors
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L’Occitane has a variety of competitors, both organic and artificial. Direct competitors which also stock a range of natural products would be Origins, Lush, the Body Shop, Neal’s Yard Remedies and Kiehl’s. Compared to these brands L’Occitane lacks in attracting customers into their stores, which is something that Lush and The Body Shop are successful in. Origins and Kiehl’s have an alluring way of displaying their merchandise creatively presenting that their products are organic. On the other hand L’Occitane has a more traditional and authentic, high-end in store atmosphere compared to Neal’s yard Remedies, Lush and organic competitors. Clarins, Frederic Malle, Jo Malone, The White Company, Molton Brown, Crabtree and Evelyn, and Miller Harris are competitors that use non-organic ingredients. These brands appeal to a similar target audience as L’Occitane. Vivid found that Clarins, Miller Harris and Molton Brown had exceptional customer service and product knowledge. As a result we felt that it has a potential to encourage in store purchases. The Frederic Malle concession in Liberty’s had a sensory booth to attract customers to the brand. After having talked to the sales assistant it became apparent to us that using the sensory booth was not something which was encourage by the Frederic Malle staff. It was merely there to draw in future clients. L’Occitane has a more welcoming and inviting ambience in comparison to Jo Malone and Crabtree & Evelyn. This is a quality that we would like to develop on whilst working with L’Occitane.
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Concept
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Vivids concept for L’Occitane is based around two ideas. Our initial idea is to create an in store interactive sensory booth; combining the scent, texture and taste of a range of their products. The booth is predominantly a way to communicate the organic origins behind their products. Throughout the Christmas period the booth’s themes will be continuously changed to explore a range of products. We have chosen La Collection De Grasse as an example of the products that could be displayed in the sensory booth. A fragrance from La Collection De Grasse is Magnolia and Mure; its ingredients are bergamot, blackberry, magnolia, rose, patchouli and moss. All of these ingredients will be displayed in the booth, through a thoughtfully picked array of refreshments and tactile objects. An interactive screen will be a main feature in the booth, enabling customers to relax and educate themselves on the organic products. One feature of the interactive screen will be an instore virtual shopping experience, allowing our time poor target audience to shop whilst taking a break from the Christmas shopping mayhem. They can shop without having to queue at the check out, and can unwind whilst one of L’Occitanes’ sales assistants wraps the gifts, therefore saving them time at no extra cost. In order to promote the sensory booth our second idea is an advent calendar, targeted around the Christmas period. This will appear both in store and online. An advert in The Metro will direct the time poor audience through a QR Code to the online advent calendar, which appears on the L’Occitane website. The in store advent calendar will be placed within the window display as part of their visual merchandising strategy. Customers can interact with the advent calendar by opening the doors to reveal their free gift.
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Proposal
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Both of our concepts will require training for the in store staff. Head office staff will be trained by Vivid who will then follow this through to train L’Occitane managers and sales assistants. Our advertising campaign for the sensory booth will consist of an outdoor bus stop advertisement placed in key locations in and around London. The two stores which will benefit from the sensory booth will be the Covent Garden and Kings Road, Chelsea branch. The advert will be at selected bus stops on the Kings Road and along Long Acre between Leicester Square and Covent Garden tube stations. The advert will promote a moment to relax and take a break from the busy festive period. Following on from this the advertising campaign for the advent calendar will be found in The Metro as well as on the L’Occitane website. The advert in The Metro will promote the free gift that customers will receive when in store or online. Both advertising medias will be in keeping with the same theme. Catering the sensory booth will be the contestants from the 2013-2015 Great British Bake Off. Contestants will change weekly with the booths product themes.
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Market Research: L’Occitane BEAUTY RETAILING AT A GLANCE, JANUARY 2013
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Market Research: QR Codes Conducting market research is essential to gain a full understanding into what our target audiences desire. Using Mintel, a data research and analysis website, Vivid were able to accomplish an interpretation on what the current day market is looking for. Insuring our advertisements were easily accessible to the time poor audience was essential. QR codes allow a consumer to have quick and easy access to a desired website in a matter of seconds. This is ideal for our target market. Analysing data from figure 71: Interactions from portable devices whist on the move, suggests that only 33% of the participants questioned had scanned a QR code whilst on the move. This implies that it is not an overwhelming success. However, this report was created in 2011, which could have significant and direct impact on the results as technology is continuously developing and changing in trends. Surfing the Internet was seen to be the most popular interaction from this survey with an astonishing 91% of the participants. Leading the time poor consumer to L’Occitanes’ website was essential in our idea. Conducting the researched allowed us to be assured that this is how people are spending their free time. Although the QR code statistics are lower than we originally desired, the overwhelming success of using the Internet whilst on the move can justify using QR codes in our advertising campaign. This allows a direct, quick and easy way to direct consumers to the website in their limited time frame.
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MEDIA CONTENT ON THE GO, SEPTEMBER 2011
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The Time-Poor Consumer TIME POOR AUDIENCE TIME POOR AUDIENCE’S PREFERRED WAY TO SHOP
78% of the individuals surveyed labeled themselves as time poor consumers.
From this 78%, 55% stated that they would prefer to visit a store, with only 45% preferring to shop online. It is evident to see that although there is a rise in the number of time poor consumers, their preferred way of shopping is still to experience the feel of walking into a shop with the little time they have to spare. 25
IN-STORE INCENTIVE
AVERAGE TIME SPENT IN-STORE
57% then went on to say that offering a free gift incentive to customers in store would make them more inclined to visit a shop rather than resorting to online shopping. However, only 23% said that offering an in-store experience would persuade them to come into the shop. We believe that combining the two ideas together would create a unique selling point, offering not only a promotional gift, but also a memory which will make L’Occitane stand out from other retailers.
- 37 individuals completed the survey - Survey conducted on Surveymonkey.com by VIVID
70% of the persons surveyed revealed that they spend between 10-20 minutes in-store. This amount of time is ideal for L’Occitane customers to explore the Sensory Booth, to have a few moments or relaxation.
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Consumer Shopping Analysis 82% of the people surveyed were between the ages of 18 and 29. With 38% of these individuals being unfamiliar with the brand L’Occitane. However 75% of 30-59 year olds surveyed were familiar with the brand.
Beauty products purchased in-store. 22% of the persons surveyed purchase beauty products in store once a week whilst 35% of individuals surveyed purchase beauty products in-store once a month.
BEAUTY PRODUCTS PURCHASED IN-STORE
49% of the same people surveyed stated that they never purchase beauty products online. However we feel that offering promotions online during the festive period will be beneficial to our time poor audience. BEAUTY PRODUCTS PURCHASED ONLINE
AGE RANGE OF THE GROUP OF PERSONS SURVEYED
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84% of the individuals surveyed indicated that they would be more inclined to visit a store if there was an interactive experience taking place. This validates our reasoning for creating an in-store sensory booth, to attract new customers into the store allowing them to gain knowledge about the organic ingredients used in L’Occitane products. As a result 67% said this would therefore encourage them in to making a purchase.
INTEREST IN AN INTERACTIVE IN-STORE EXPERIENCE
SCANNING NEWSPAPER ARTICLES WHILST COMMUTING
INTEREST IN A FESTIVE ADVENT CALENDAR
67% of the persons surveyed specified that a festive advent calendar would be of interest to them, with 41% preferring an advent calendar in-store, whilst 59% would prefer the advent calendar online. For this reason Vivid have to chosen to create both and in-store and online version. - 51 individuals completed the survey - 41 females, 10 males Survey conducted on Surveymonkey.com by VIVID
65% surveyed would consider scanning in an article found in a newspaper whilst commuting to work. This statistic clearly indicates that using a QR code on our advertising campaigns within The Metro newspaper would help reach out to time poor target audience.
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&Santal
Sensory Booth
Ambre
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&Bergamot
Jasmine
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&Mure
Magnolia
Sensory Booth
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The Vert
&Bigarade
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&Santal
Ambre
&Bergamot
Jasmine
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&Mure
Magnolia
The Vert
&Bigarade
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Sensory Booth Advertisements STOP AND SMELL
THE AMBRE Come in-store for a moment of relaxation & calm in our
Sensory Booth
L’OENCCITANE PROVENCE Sensory booth now available in-store 9 The Market - Covent Garden 67 Kings Road
STOP AND SMELL
THE JASMINE Come in-store for a moment of relaxation & calm in our
Sensory Booth
L’OENCCITANE PROVENCE Sensory booth now available in-store 9 The Market - Covent Garden 67 Kings Road
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STOP AND SMELL
THE MAGNOLIA Come in-store for a moment of relaxation & calm in our
Sensory Booth
L’OENCCITANE PROVENCE Sensory booth now available in-store 9 The Market - Covent Garden 67 Kings Road
STOP AND SMELL
THE BIGARADE Come in-store for a moment of relaxation & calm in our
Sensory Booth
L’OENCCITANE PROVENCE Sensory booth now available in-store 9 The Market - Covent Garden 67 Kings Road
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Advent Calendar: In-Store
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10 Advent Calendar Store Locations: 9 The Market, New Covent Garden 67 Kings Road, Chelsea 149 Regent Street, London
Westfield Shopping Centre, White City Westfield Shopping Centre, Stratford 7 Gees Court, St Christopher’s Place London Unit 9A, Jubilee Place, Canary Wharf 70 Kensington High Street, London
46 St John’s Rd, Clapham Junction 19 Church Street, Kingston-Upon-Thames
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Advent Calendar: Online Advertisement
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The Metro Advertisement
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London Bus Stop Advertising COVENT GARDEN
KINGS ROAD
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Social Media
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Budget
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L’Occitane Future
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In hope that our advertising campaign is successful the sensory booth can be used through out the year, updating it with new themes and products based around the seasons. We hope to have achieved a new customer cliental base, most importantly the time poor audience. L’Occitanes’ stores will be made more contemporary by the addition of the interactive sensory booth.
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FORMATURE http://www.jeannouveldesign.fr/ http://worldarchitecture.org/ http://zahahadid.com/ http://www.torresolenergy.com/TORRESOL/home/en http://www.helioscsp.com/ http://louvreabudhabi.ae/
Bibliography
NATUROLOGY http://www.news.discovery.com/techni/gear-and-gadgets http://www.dornob.com http://wwwfineartamerica.com http://www.lucyandbart.blogspot.com/ http://www.elephant-trunk.com EXPERINATURE http://www.wired.co.uk/news/archive/2013-08/09/liquid-jewel http://www.wired.co.uk/news/archive/2012-06/27/ferrofluid-photographs http://www.wired.co.uk/news/archive/2013-08/06/bee-crystals http://www.wired.co.uk/news/archive/2013-03/13/volcano-lightning NATURANIC http://www.carlwarner.com/otherscapes/ http://www.junk-culture.com/2013/08/beautiful-rorschach-test-images-crafted.html http://www.bodyenlightenment.me/blog/2009/08/the-best-foods-for-healthy-skin/ http://www.howtohairgirl.com/category/diy-hair-remedies/
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MARKET RESEARCH: L’OCCITANE http://www.academic.mintel.com/display/637874/?highlight=true MARKET RESEARCH: QR CODES http://www.academic.mintel.com/display/595068/?highlight=true#hit1 http://www.linkrobot.com SENSORY BOOTH IMAGERY All moodboards and drawings created by Vivid All secondary imagery used within the making is available from the following Pinterest Boards. - Ambre & Santal Pinterest Board - http://www.pinterest.com/elenimatheou/ambre-santal/ - Jasmine & Bergamot Pinterest Board - http://www.pinterest.com/elenimatheou/jasmine-and-bergamot/ - Magnolia & Mure Pinterest Board - http://www.pinterest.com/elenimatheou/magnolia-mure/ - The Vert & Bigarade Pinterest Board - http://www.pinterest.com/elenimatheou/the-vert-bigarade/
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VIVID
Vivid Brand Consultancy 2 Maiden Lane Covent Garden London WC2E 7LB
020 7385 2817 enquiries@vividbrandconsultancy.co.uk www.vividbrandconsultancy.co.uk
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