eVa Promotional Plan

eVa PROMOTIONAL PLAN

Elise Lorenzo

N0615870

FASH10106

Contents Intro Creative Concept Campaign Brand Model & USP’s Consumer Profile Day in the Life Creative Concept: Winter Creative Concept: Summer Execution & PLan: Print

Digital Physical Experience Collaboration: PINK Collaboration: V Festival Timeline of Key Events Marketing Funnel Summery List of References List of Illustrations Bibliography Appendix

The aim of this report is to develop a promotional plan for the brand ‘eVa’. Its purpose is to explore the brands big idea and develop how and if it can be influenced by coming seasons to connect with our target consumer.

The objective is to make ‘eVa’ every young girl’s essential guide on the intimate area. Our products will allow them to feel comfortable and confident about discussing their intimate area, knowing everything she needs to know throughout the seasons.

Figure 1 Lavender Illustration - throu(Group Work)

'Branding aim’s to create a connection by generating an emotional response.’ (Posner, 2011) The main aim of our creative concept was about being a girl’s best friend. We want girls to feel confident about their intimate area and feel comfortable asking questions and discussing this topic if they needed to. We want every girl to know what’s healthy for them ‘down there’ and that what she is going through is normal.

'When the world zigs, zag.’ (Hegarty, 2014)

Figure 2 Brand Visuals Mood Board (Own Work, 2016)

Our inspiration came from wanting to change the way women and girls are presented with the idea of periods and feminine hygiene. Existing advertising is witty and humorous; it makes us feel we should be ashamed of our intimate area and that it’s something not to be discussed openly. This inspired us to make the change in the industry.

For a brand talking about such an important subject matter, it could be easy to come across as ‘preachy’ or ‘intimidating’. To overcome this we wanted our branding to be friendly and light-hearted. Our campaign is to the point with hints of fun with the illustrations and some wit with certain props used. (see fig. 6) We ensured not bring back the taboo around the subject matter with this, but wanted a positive and relaxed response from our consumers.

Our colour palette is light and feminine (see fig. 2) linking with our target consumer and our natural vibe.

Our brand name ‘eVa’ came from us taking our links with nature and being natural and the idea of Adam &

Eve. We thought using a girl’s name would keep that personal touch we wanted throughout our branding.

Our creative concept is distinct as no other feminine hygiene brand offers such an open relationship with their consumer. From primary research I found 40% of our target consumers felt they need/ needed help at this stage of their life. 90% of them said a service like ours is something they would have used or would use to guide their daughters (Own Work, 2016). This suggests there is no service quite like ours made available to our consumers.

'Advertising campaigns in 2015 have focused on empowerment as a theme across sanitary protection.’ – (Khanom, March 2016) With a theme of empowerment in the feminine hygiene market in early days, our brand is in line with dominant trends for future advertising, without the preachy tone.

Figure 3 Brand Logo (Group Work, 2016)

Figure 4 Brand Ad Campaign #1, Figure 5 Brand Ad Campaign #2, Figure 6 Brand Ad Campaign #3 (Group Work, 2016)

To summarise, externally eVa is a mass market feminine hygiene subscription box with a natural twist and a personal touch. We are internally driven by the idea of being a girl’s best friend, and being 100% honest with our consumers. eVa’s personality has a friendly and natural vibe throughout every aspect of our branding.

BRAND We are a feminine hygiene brand with all natural ingredients.

USP'S A brand you can trust with an honest guide book in every box.

Aiming to make girls feel comfortable & informed about their intimate area.

Figure 7 Brand Onion (Group Work, 2016)

Our consumer is primarily 12 – 16 year old girls starting puberty. They may or may not feel comfortable or confident about their intimate area, but our job is to provide a service that lets them know what is good for them ‘down there.’

They are a ‘mainstream’ teenage girls ensuring they are always keeping up with the trends no matter what their style. From music, to fashion, to food, they are growing up through the heavily advertised media generation and are highly influenced by celebrities as well as trend setters, bloggers and those who make a living through social media.

This consumer influenced by

profile their

Figure 8 Consumer Profile (Own Work, 2016)

demonstrates surrounding

their life, interests media influences

and and

hobbies habits.

82% of our target consumers have no opinion on the feminine hygiene market (Own Research, 2016) and 98% of women do not know what is in their feminine hygiene products (Group Research, 2016).

From primary research it’s made clear that empowering campaigns are not being reached by our target consumer, and the majority are unaware what is actually good for them.

For ‘eVa’ to be able to take full advantage of this we need to understand our consumer.

Girls at the ages 15-16 will be my main target consumer. Being more specific with my target audience will allow me to know in depth about them, their interests and their day-to-day life.

On an average weekday, our consumer will initially wake up and check their social media like it’s the morning paper. She will get ready and leave for school.

On the commute, she’ll either get a bus or train, coming into contact with a lot of print advertisements and promotion. She will most likely check social media again on the way, or read a magazine.

During her day she will do random social media checks, but will mainly be focused on school and her friends.

She will commute home and watch television. In between homework, eating, and television she will be checking her social media accounts here and there.

After showering and getting ready for bed, she’ll have one last check of social media before going to sleep.

At the weekend her routine will slightly change, but still with constant social media checks throughout the day.

She would wake up, get ready and head into the town centre with her friends. Here she’ll come into contact with plenty of print advertisements as well as digital ads.

Being on trend, she’ll spend the day here, browsing shops such as Forever 21, Topshop, Victoria Secret: PINK and beauty shops such as Boots.

Before heading home via bus or train, she’ll grab something quickly to eat. She may then spend the evening with a friend or two in a relaxing and gossiping about the latest celebrity drama.

Figure 9 Weekday in the Life (Own Work, 2016), Figure 10 Weekend in the Life (Own Work, 2016)

My brand message in the winter season (September through to December) will remain similar to our original brand message. I want to really reach out to our consumers and give them a reason to buy our products. I want to keep a personal relationship at the forefront of our agenda, ensuring the brand feels as friendly and approachable as it looks.

For the spring seasons leading on the summer, our brand will take advantage of popular brands and popular themes throughout the seasons.

We want to incorporate eVa amongst macro trends in the summer time such as festivals and collaborate with up-and-coming artists and brands.

With eVa

each idea we would campaign and products

adjust to fit

the in

aesthetics with the

of the seasons.

‘Get them young and keep them for life’ (BBC Perfume Doc. 2013). This idea from Guerlain fragrance house connects with our brand values.

Just under 10% of our consumers we asked, said personal recommendation was something they really considered when purchasing hygiene products.

(Survey Monkey, Own Work, 2016) It shows a trustworthy nature of the brand.

The idea of creating a trustworthy relationship that a young girl will stick with forever is vital for the growth of our brand. We want them to recommend us to others as well as keep us in mind for their own daughters. We want to be a life time brand.

Starting off we will connect with our consumer through a print advertisement campaign, these being the initial touch points with our consumer we will put them where they are likely to be, commuting wise, recreationally or professionally (see fig 9 & 10 ‘day in the life’). For example shopping centres, bus stops and train stations (see fig 12 & 13). This will create an awareness of our brand with our consumer, as they begin to recognise our branding. This will allow eVa to push our brand message into the hands of our consumer (Clark-Martin 2016).

Based on age as well as their passion for the latest trend, magazines such as Teen Vogue would be on our consumer’s radar, perhaps reading on the commute to school (See fig 9 & 10 ‘day in the life’).

Having print ads throughout magazines like this will also help spread our brand message (see fig 11).

Figure 11 Magazine Mock Up (Own Work, 2016)

Figure 12 Bus Stop Mock Up (Own Work, 2016)

Figure 13 Shopping Centre Mock Up (Own Work, 2016)

' I have found that after Google, Facebook actually ranks second as being the avenue that brings most traffic to my website. Also it allows me to communicate on a personal level with my consumers.’ (Hannah Jennings, 2011) This information along with our own primary research will enable us to keep in line with the personal way we build a relationship with our consumer. As a result we will cover social media platforms including Instagram, Twitter and Facebook. Knowing our consumer is growing up with such a high influence and involvement in social media, this is the strongest platform for our brand to use, and best connects to our consumer for these reasons. (see fig 9&10 ‘day in the life’) ‘When asked, 72% of our consumers said social media was the best form of promotion for them when being introduced to a new product.’ (Survey Monkey, 2016) Facebook (75%) and Instagram (55%), were the two frequently used social media platforms by our consumer. (Survey Monkey, 2016) We will use these platforms to create a connection with our audience, creating not just passive, but interactive opportunities for them (see fig. 16). The personality questionnaire will determine which ‘eVa Girl’ they are, and which fragrance would be most beneficial to them. Instead of passively looking at our social media graphics, this will allow our consumer to immerse themselves in our brand and feel a part of the eVa community. This keeps in line with the personal relationship we want with our consumer, and is a way of ‘pushing’ our brand message out to them. (Clark-Martin 2016).

Figure 14 iPad Mock Up (Own Work, 2016)

Figure 15 iPhone Mock Up (Own Work, 2016)

Figure 16 eVa Girl Quiz (Own Work, 2016)

FIgures 17, 18 &19 eVa Social Media (Group Work, 2016)

'Today, GIFs are playing an increasingly important role in breaking news on the web.. giving us new ways to express our emotions when we can’t do it in person.’ (Moreau, E 2015) Popular innovations such as GIFs are a great way to entice the younger target consumer we are going for. These would go in place of our promotional video around shopping centres as a quicker way of communicating our brand identity, and emphasising the way we want our consumers to feel. (see fig 20&21)

Figure 20 & 21 GIF Still Shots (Own Work, 2016)

'Traditional advertising is considered a non-personal form of promotion; it is a one way communication. Digital and social media campaigns have made promotion and ad campaigns more interactive.’

(Posner, 2011) Along with digital interaction, to keep in line with our brand values of having a personal relationship with our consumer, we will also focus on interactive experiences.

Around the September to November period, we will have pop up stalls in Boots to enable our target consumer to recognise us as a brand.

Here we will distribute ‘freebies’ to our potential customers. This will allow them to physically try our products for themselves. (see fig 23) We will also give out cards with our website so people can subscribe when they decide to buy eVa products (see fig 22). Doing this at this time of year will also encourage mothers to buy this for their daughters as a Christmas present.

Figure 22 Card Mock Up (Own Work, 2016)

Figure 23 Tester Product Mock Up (Own Work, 2016)

In December through to April we will offer a limited edition collaboration with Victoria Secret: PINK, making a good Christmas present. This collaboration will reach out to our target consumer perfectly. PINK is the younger, sub-brand of Victoria Secret targeting 15-to 22-year olds (Shaw, 2013) – with a college theme throughout their branding, it reaches out to the younger end of VS’s target market, therefore our target market.

This will allow our subscribers to receive and collect limited edition eVa boxes designed

by Victoria Secret: PINK (see fig 24). The brand aesthetics will change slightly here, with a combination of eVa’s friendly, natural look and PINK’s fun and vibrant feel throughout the campaign. For the five months this concept runs, each consumer will receive limited edition Victoria Secret designed products and a free pair of PINK underwear – 100% organic cotton with each box. This will engage our target consumer and ensure their loyalty for the four months.

'Fashion collaborations today exist to facilitate the creation of something new, exciting and innovative.’

(Jon Cope and Dennis Maloney, 2016) This collaboration would be a method to pull our consumers in (Clark-Martin 2016). Collaborating with this brand will take the ‘un-cool/boring’ factor away from caring about your intimate area.

Figure 24 Pink X eVa Aesthetic Mood Board (Own Work, 2016)

Months from May to August we will work with V Festival to promote keeping a healthy vagina through the summer season. ’ Event is 16+ Persons under 16 must be accompanied by an adult.’ (Anon, 2016). V Fest would be perfect for us to work with as they target the younger generations of teens, as well as families.

In the months leading up to the festival we will provide our consumers with a festival themed eVa box. This will have a slightly different style to our original eVa box (see fig 29). It will contain all the essentials for a festival weekend such as wipes, sprays and an extra pair of knickers. eVa can also work with and sponsor the ‘newcomer’ tent. Our campaign images will be shown on the big screen with small festival adjustments in between acts in flickering GIF format (see fig 26, 27 & 28). As we are an up and coming brand, it only makes sense to associate our-selves with the ‘new comer tent’ and up and coming artist.

Figure 24 Lotus Festival Pattern (Unknown Artist)

Figure 26, 27 & 28 eVa Festival GIF Still Mock Up (Own Work, 2016)

Figure 29 eVa Festival Box Mood Board (Own Work, 2016)

Alongside this concept, we would work with up and coming artist Zara Larsson an up & coming act to perform in the new-comer tent’. Zara would be a good brand ambassador for us during festival season. She would be a great role model for our consumers, as she is someone they can look up too being only 18 herself. She stands for fun and can embody empowerment for young girls. ‘” I’m just being me on Instagram and that’s what I love about it.”’ (Brenna Ehrlich, 2015) Describing her own Instagram account as fun and personal, she isn’t afraid to be herself and be open about things. (see fig 30, 31, 32, 33, 34, 35 & 36). This coincides well with the brand values of eVa.

Figure 30, 31, 32, 33, 34, 35 & 36 Zara Larsson’s Instagram

At the festival we will have a pop up stall running all weekend giving girls ‘freebies’ and samples for anything they may need.

‘We shouldn’t have to pay for something that is a necessity for woman!’ (Survey Monkey 2016) This will include free sanitary towels and tampons (100% organic) for them unexpected emergencies, sprays and wipes. There will also be free cards to take home with them to tell them about our brand.

One of the aims at eVa is to educate girls on what is good for them ‘down there’ in an open and friendly way. A barrier that could arise here is our young target consumer becoming bored or uninterested as they already have stuff that they know works (Survey Monkey, 2016). To overcome this we will also run a

series of interactive stalls where we will demonstrate how other brands are more artificial and damaging compared to eVa. ‘”Conventional sanitary pads can contain plastic and other harmful chemicals such as odour neutralisers and fragrances.”’ (Donsky, 2014) This will push out to our consumers, our brand message once more. (Clark-Martin 2016) For each girl that participates in our activities, they will receive a free pair of eVa knickers, 100% organic.

They will be special limited edition collectively designed by eVa featuring both Zara and V Festival, which would not have been sold in our festival box leading up to the weekend. (see fig 37). This will take away the boring, un-cool aspect of learning and caring about their intimate area, as well as pull/draw our consumer in. (Clark-Martin 2016)

'Third paRty endorsement is the holy grail of fashion PR’ (Jon Cope and Dennis Maloney 2016)

Figure 37 Festival Knicker Mood Board (Own work, 2016)

Launch of eVa. Pop up stalls in local shopping centres and Boots with ‘freebie’ giveaways.

Social media platforms.

Launch of summer/ festival eVa box campaign.

Including print ads & social media aesthetic.

(On-going through to the end of August & V Festival)

Festival themed GIF released onto social media platforms.

Launch of print ad campaign at intial consumer touch points, and interactive social media campaign.

Magazine campaign launch.

GIF campaign launch for digital ads.

Launch of PINK collaboration.

(On going through to the end of April)

PINK x eVa Print ad & social media campaign.

(With changed aesthetics - on-going through to the end of April)

Final festival eVa box release before V Fest.

V Festvial weekend event collaboration.

Stalls/’freebies’/ giveaways/GIF Ad/newcomer tent sponser.

Zara Larsson collaboration and giveaways at new comer tent stalls.

Target consumers are made aware of eVa through intial touch points of advertisement and 'WOM’’ about the latest feminine hygiene brand.

Our consumer then adds and follows our journey on social media, as well as becoming apart of our forum page, allowing us to share their journey with them too.

Our consumer then shares their eVa box on social media after loving the health benefits and brand values we share with them. They share with our hashtags #bereal #beready #beyou #evagirl

Figure 38 eVa Marketing Funnel (Own Work, 2016)

Target consumer researches product to find out more. They find and engage with eVa on social media, and our website, also finding our competitors. They also find out about our pop-up stalls and free giveaways of our tester products.

From their research the consumer makes a decision about what product they like, and suits them the most.

eVa is purchased and subscribed to online, either with a Victoria Secret or festival limited edition box (depending on the time of year.

By following this 12 month plan eVa will become the must have feminine hygiene brand for all girls. By involving ourselves in big events throughout the year such as V Festival, we will be reaching our target market in all the right ways, rapidly growing as a brand. In the future we would grow out into stores such as Boots and Superdrug, having individual products on the shelves ready for our girls to buy. eVa has been a fun and creative brand to develop - a brand that will take the feminine hygiene market by storm.

Figure 39 Brand Logo (Group Work, 2016)

ANON, 2013. BBC Perfume Documentary: Something Old, Something New. https://www.youtube.com/ watch?v=annRzLYrRwM [Accessed January 2016] ANON, 2016. FAQ’s. [Online] Available at: http://www.vfestival.com/faq/ [Accessed May 2016] Coper J & Maloney D, 2016. Fashion Promotion in Practice. [pg 34, 32] Clark-Martin, S 2016. Extend Your Message. [Lecture to Nottingham Trent University] [Accessed 12th May] Donskey, A 2014 Conventional Feminine Hygiene Products: A Women’s Issue With Toxic Implications.

[Video, Online] Available at: http://naturallysavvy.com/care/conventional-feminine-hygiene-productsa-womens-issue-with-toxic-implications [Accessed April 2016] Ehrlich, B, 2015. Here’s why singer-songwriter and rising star Zara Larsson isn’t anything like Taylor Swift. [Online article] Available at: http://www.mtv.com/news/2050794/zara-larsson-ep-condominterview/ [Accessed May 2016] Gaynor, L-G 2012. Fashion Marketing Communications. [Pages, 78, 79] Group Work, 2016. [Online Survey] Available at: https://www.surveymonkey.com/results/SMWDJNX9GW/ Hegarty, J, 2014. Hegarty on Creativity. [pgs. 33, 44] Khanom R, 2016. Feminine Hygiene and Sanitary Protection Products - UK - March 2016 [online database]. Available at: Mintel. [Accessed April 2016] Lindsey, F 2015. The 12 Brand Architypes All Businesses are Built on. Available at: http://www.sparkol. com/engage/the-12-brand-archetypes-all-successful-businesses-are-built-on/ [Accessed January 2016] Moreau, E (Trends Expert) 2015. The Rise of the Animated GIF. [online] Available at: http://webtrends. about.com/od/Gifs/a/Animated-Gif.htm [Accessed May 2016] Own Research, 2016. [Online Survey] Available at: https://www.surveymonkey.com/analyze/ EX28Irn1Ea7Bm6DxMgetKqV4HJsPEnZOthk3wwULz3o_3D Posner H, 2011. Marketing Fashion. [pgs. 48, 161, 174, 182] ResearchMoz, 2016. Global Feminine Hygiene Products Market 2015-2019 - Global Market to Grow at a CAGR 4.92% in Terms of Revenue During Forecast Period. [Digital Journal, online] Available at: Nexis, http://www.digitaljournal.com/pr/2882794#ixzz491xaaTY9 [Accessed May 2016] Shaw, H 2013. Future of lingerie chain unclear. [Digital Journal, online] Available at: Nexis https://www.nexis.com/results/enhdocview.do?docLinkInd=true&ersKey=23_ T24095242644&format=GNBFI&startDocNo=0&resultsUrlKey=0_T24095242671&backKey=20_ T24095242672&csi=397227&docNo=1 [Accessed May 2016]

Front Cover, Own Work 2016 Figure 1 Lavender Illustration - throughout (Group Work 2016) Figure 2 Brand Visuals Mood Board (Own Work, 2016) Images used available at: https://uk.pinterest. com/eliselorenzo/brand-visuals/ Figure 3 Brand Logo (Group Work, 2016) Figure 4 Brand Ad Campaign #1 (Group Work, 2016) Figure 5 Brand Ad Campaign #2 (Group Work, 2016) Figure 6 Brand Ad Campaign #3 (Group Work, 2016) Figure 7 Brand Onion (Group Work, 2016) Figure 8 Consumer Profile (Own Work, 2016) Images used available at: https://uk.pinterest.com/ eliselorenzo/brand-visuals/ Figure 9 Weekday in the Life (Own Work, 2016) Figure 10 Weekend in the Life (Own Work, 2016) Figure 11 Magazine Mock Up (Own Work, 2016) Made with: http://graphicburger.com/ Figure 12 Bus Stop Mock Up (Own Work, 2016) Made with: http://graphicburger.com/ Figure 13 Shopping Centre Mock Up (Own Work, 2016) Made with: http://graphicburger.com/ Figure 14 iPad Mock Up (Own Work, 2016) Made with: http://graphicburger.com/ Figure 15 iPhone Mock Up (Own Work, 2016) Made with: http://graphicburger.com/ Figure 16 eVa Girl Quiz (Own Work, 2016) FIgures 17, 18 &19 eVa Social Media (Group Work, 2016) Figure 20 & 21 GIF Still Shots (Own Work, 2016) Made with: http://gifcreator.me/ Available at: http:// gifcreator.me/viewgif/20160527-09-BHIZPSXsz3bHtBZX-GCQ21U Figure 22 Card Mock Up (Own Work, 2016) Made with: http://graphicburger.com/ Figure 23 Tester Product Mock Up (Own Work, 2016) Made with: http://graphicburger.com/ Figure 24 Pink X eVa Aesthetic Mood Board (Own Work, 2016) Images used available at: https:// uk.pinterest.com/eliselorenzo/brand-visuals/ Figure 24 Lotus Festival Pattern (Unknown Artist) Available at: https://uk.pinterest.com/ pin/490188740674823643/ Figure 26 eVa Festival GIF Still Mock Up (Own Work, 2016) Made with: http://gifcreator.me/ Available at: http://gifcreator.me/viewgif/20160527-09-nPGIxs1TuimSIQbm-s3b7fl Figure 27 eVa Festival GIF Still Mock Up (Own Work, 2016) Made with: http://gifcreator.me/ Available at: http://gifcreator.me/viewgif/20160527-09-nPGIxs1TuimSIQbm-YbXKCV Figure 28 eVa Festival GIF Still Mock Up (Own Work, 2016) Made with: http://gifcreator.me/ Available at: http://gifcreator.me/viewgif/20160527-09-nPGIxs1TuimSIQbm-byjKmo Figure 29 eVa Festival Box Mood Board (Own Work, 2016) Images available at: https://uk.pinterest. com/eliselorenzo/brand-visuals/ Figure 30, 31, 32, 33, 34, 35 & 36 Zara Larsson’s Instagram. Available at: https://www.instagram.com/ zaralarsson/?hl=en Figure 37 Festival Knicker Mood Board (Own work, 2016) Images available at: https://uk.pinterest.com/ eliselorenzo/brand-visuals/ Figure 38 eVa Marketing Funnel (Own Work, 2016) Figure 39 Brand Logo (Group Work, 2016)

Arden, P 2003. It’s Not How Good You Are, It’s How Good You Want To Be. Arden, P 2006. Whatever You Think, Think The Opposit.

Coper J & Maloney D, 2016. Fashion Promotion in Practice Gaynor, L-G 2012. Fashion Marketing Communications Hegarty, J, 2014. Hegarty on Creativity Lois, G 2012. Damn Good Advice.

Posner H, 2011. Marketing Fashion

ANON, 2013. BBC Perfume Documentary: Something Old, Something New https://www.youtube.com/ watch?v=annRzLYrRwM [Accessed January 2016] Donskey, A 2014 Conventional Feminine Hygiene Products: A Women’s Issue With Toxic Implications. [Video, Online] Available at: http://naturallysavvy.com/ care/conventional-feminine-hygieneproducts-a-womens-issue-with-toxicimplications [Accessed April 2016]

Ehrlich, B, 2015. Here’s why singersongwriter and rising star Zara Larsson isn’t anything like Taylor Swift. [Online article] Available at: http://www.mtv. com/news/2050794/zara-larsson-epcondom-interview/ [Accessed May 2016] Khanom R, 2016. Feminine Hygiene and Sanitary Protection Products - UK March 2016 [online database]. Available at: Mintel. [Accessed April 2016] Lindsey, F 2015. The 12 Brand Architypes All Businesses are Built on. Available at: http://www.sparkol.com/engage/the12-brand-archetypes-all-successfulbusinesses-are-built-on/ [Accessed January 2016] Moreau, E (Trends Expert) 2015. The Rise of the Animated GIF. [online] Available at: http://webtrends.about.com/od/Gifs/a/ Animated-Gif.htm [Accessed May 2016]

ANON, 2016. FAQ’s. [Online] Available at: http://www.vfestival. com/faq/ [Accessed May 2016] Clark-Martin, S 2016. Extend Your Message. [Lecture to Nottingham Trent University] [Accessed 12th May] GIF Creaator. Available at: http://gifcreator.me/ Gilbert, K 2016. Intro To Perfumery. Lecture at Nottingham Trent University Group Work, 2016. [Online Survey] Available at: https://www. surveymonkey.com/results/SM-WDJNX9GW/ Instagram: Available at: https://www.instagram.com/ Own Work, 2016. Feminine Hygiene Survey. Available at https://www.surveymonkey.com/analyze/ EX28Irn1Ea7Bm6DxMgetKqV4HJsPEnZOthk3wwULz3o_3D ResearchMoz, 2016. Global Feminine Hygiene Products Market 2015-2019 - Global Market to Grow at a CAGR 4.92% in Terms of Revenue During Forecast Period. [Digital Journal, online] Available at: Nexis, http://www.digitaljournal.com/ pr/2882794#ixzz491xaaTY9 [Accessed May 2016] Shaw, H 2013. Future of lingerie chain unclear. [Digital Journal, online] Available at: Nexis https://www.nexis.com/results/ enhdocview.do?docLinkInd=true&ersKey=23_ Stent, P Date Unknown. PINK. Available at: http://www. pruestent.com/ [Artist Inspiration] Victoria Secret. Available at: https://www.victoriassecret.com/ fashion-show

Appendix No.1 GIF Stills.

Appendix No.2 Festival GIF Stills.

Appendix No.3 Survey Transcript Q1. How old are you?

12-15 2.5% 16-21 65% 22-30 0% 30+ 32.5% Q2. Did you/do you feel confident starting your period & going through puberty?

Yes 55% No 35% Not sure 10% Q3. Did you/do you feel like you needed any help and advice going through this stage of your life?

Yes 40% No 10% I received help and advice 37.5% I need/needed more help 12.5% Q4. Did you/do you feel comfortable talking about your intimate area with people? If yes please state who.

Yes 65% No 35% Answeres included: Doctors and family, Friends, Niece and sister, GP, Mother, my best friend, Husband, close friends, my mum, boyfriend, Most people, I only felt comfortable talking about it with my mum and older sister. Never spoke to my dad or brother about it, Q5. Do you/did you feel like you know enough about puberty and your intimate area at this young age? e.g. what’s healthy & unhealthy, what’s normal & usual etc.

Yes 27.5% No 32.5% Not sure 47.5% Answers included: Was a subject rarely discussed.

Promote a culture of openess in this area of discussion.

If the teachers at school or my mother had explained it more I would have been more prepared.

If my mum was more open about it as years ago it wasn’t spoken about.

Year 6 and secondary school spent so much time telling us about male reproductive organs, that what we would experience was just glazed over.

More education on it in schools.

More information in general, school sex ed was definitely not sufficient.

Q6. Would a monthly box full of healthy fragrance products (shower gels & wipes etc.) and a helpful guide to your intimate area (facts & tips) be something you would have used at this age or would buy to ease your daughters through this stage?

Yes 90% No 7.5% Not sure 2.5% Answers included: ‘“ Yes, this sounds like a great idea and would be very useful for every vagina.

We already have stuff that I know works.

Experiment with different products and having s box of products would help to discuss.

Definitely wld have for my daughter.

I think that hygeine is uppermost in most womens mind during their monthly cycle so this could only help. A selection of products to start would help the user to find the best product for their needs.

Any help and advise can only be a good thing.

Such a good idea would help young girls and teach them how to be hygienic etc.

It’s nice to know what products are on the market for different things ! Chance to give things a go.

At a young age girls can be to embarrassed to ask questions.

Anything that just lets us know that it’s a natural part of being a female and that there’s nothing to be grossed out by.

Would be helpful advice.”’

Q7. What type of promotion works for you when being introduced to a new product?

Social Media 72.50% TV Ads 67.50% Magazine Ads 32.50% Flyers 5.00% Collaborations with celebs etc. 15.00% Online Ads 40.00% Radio 5.00% Physical experiences e.g. pop up stores, tutorials etc. 30.00% Other (please specify): ‘WOM’ Q8. What types of social media do you use most frequently?

Instagram 55.00% Facebook 75.00% Snapchat 42.50% Twitter 42.50% Youtube 37.50%

Q8. Do you prefer buying hygiene products online or in store?

Online 12.50% In store 67.50% Both 20.00% Q9. Do you have any opinions or thoughts on the feminine hygiene market and what it offers girls/women?

No 82.5% Yes. Please comment below. 17.5% Answers included: ‘“ We shouldn’t have to pay for something that is a necessity for woman!

The advertising is geared to women having to make sure they don’t smell! Not helpful for young women to have this message/shame inflicted on them.

Most of them have too many chemicals which don’t help a woman’s intimate area.

Ridiculously priced considering girls have to go through there life needing these products.

I strongly feel that hygiene products such as tampons should be free. I didn’t ask for periods. All females are given them so why should we pay for them?

Hygiene products are far too expensive (tampons and sanitary towels, etc. should not be taxed) Many products are not natural, the last thing you need is to be worrying about whether a product is full of harsh ingredients for sensitive areas etc. “‘

Appendix No.4 Photoshoot Consent Form

Appendix No.5 Physical Mood Board for Photoshoot

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