Extended Promotion Plan by Emily Prior-Such

extended promotion plan

Emily Prior-Such, N0623867, FASH10106

introduction

Misterbomb is a quick fix for students living in university accommodation with limited space and are in need of a little TLC. The specially formulated steam dissolving shower bombs provide aromatherapy solutions to common scenarios experienced at university; stress, waking up, hangovers and getting ready for a night out. Across the following pages I will discuss how Misterbomb can be promoted beyond launch with two key sector seasons; winter and summer.

contents

6-13

creative concept

u.s.p and brand model

16-19

14-15

consumer profile

creative concept summer

20-21

22-23

creative concept winter

execution and plan

28-29

24-27

timeline of events

appendix

30-38

creative concept Misterbomb can positively alter your mood so it is important that our creative concept reflects this. Steam is integral to our brand narrative; it physically activates the product and carries the scent around the shower, so it features across our visual identity.

The name Misterbomb is derived from a combination of the word ‘mist’, acknowledging the importance the shower steam holds, and the word ‘bomb’, bringing in a product concept of which the consumer will already be familiar with. For our visuals we were initially inspired by images of existing bath bombs once they are dropped in water and were aware of the popular trend for consumers to post photos of their Lush purchases on Instagram. With this in mind we decided to incorporate an image of the shower bomb in action within the text of our logo in order to unify the ‘mist’ and ‘bomb’ concepts with a visual cue.

The bathing and showering sector is over saturated with ingredient stories and while it is an important feature of the products, we wanted to focus more on the behaviours and emotions the consumers will experience using Misterbomb. Each of our four shower moments (wake up, relax, hungover and getting ready for a night out) are all named after popular lyrics, introducing the idea of singing in the shower which was influenced by the trend for cross-modal perception, the idea that you perceive with all of your senses. This introduces a familiar concept that the consumer is already aware of and brings to life the characteristics of the shower bomb inside. Misterbomb’s colour palette mirrors this emotive concept, with a mix of dirty pastels pulled from the logo. These colours speak loudly to our female consumers whilst also playing on the emotive qualities of the four scents, for example pastel blue has connotations of calm and tranquillity whilst a bold yellow is often associated with happiness and wellbeing – how we wish you feel after using the cleansing hangover product.

We understood from sketchbook developments that the brands that our target consumer currently connect with such as Mac and ASOS use a sans serif font, bringing a sleek and modern look to their branding. Misterbomb aims to be relevant and fresh and so naturally a sans serif font was chosen for the logo, whilst also making links to the bathing and showering sector as many brands use a sans serif font to communicate the smoothness and ease of their products.

Many existing shower bomb products have homemade qualities, mainly stocked on Etsy with overly DIY packaging. To make Misterbomb more commercial it was key to have an eye-catching packaging design that can stand out from the market. The carton shape is alternative to existing products within this sector, making it instantly recognisable whilst also suggesting the fun personality of Misterbomb. Our student demographic is more ‘image-conscious and more influenced by packaging’ (Mintel, 2015) and so we believe that our carton design is distinct and will be the first encouragement to purchase.

Continuing this sleek and flowing visual track, the brand name is unified within the logo using a shower head graphic. This further illustrates the emphasis on Misterbomb telling an alternative narrative to the traditional story of bath bombs being exclusively for the indulgence of a bath. Now it is all about the quick, transformative fix of the shower.

FIG 1. own work, 2016

FIG 2. team work, 2016

FIG 3. own work, 2016

FIG 4. own work, 2016

FIG 5. team work, 2016

FIG 6. team work, 2016

FIG 7. eam work, 2016

FIG 8. team work, 2016

brand u.s.p summary: Misterbomb’s core unique selling proposition is that it

promotes a positive transformative ideology of both your shower space and your mentality.

quick fix

affordable

transformative

Society is becoming increasingly more fastpaced with concepts such as Uber and contactless payments feeding the desire for on demand content and products. Misterbomb brings this ideology to the bathing and showering sector with the shower bomb itself being faster than a traditional bath bomb, which currently oversaturates the market. Misterbomb adapts and caters to the living space requirements of the student consumer, keeping up to speed with the pace of living while reminding consumers to take a moment for themselves.

Although Misterbomb is offering similar product benefits to traditional bath bombs or other bathing and showering sector products, it is kinder to the student budget. We understand that our core consumers miss using their expensive Lush bath bombs at home (individual survey, 2016) and so the logical step was to offer an affordable alternative, a home from home experience to make university living as comfortable as possible. Single bath bombs sold by Misterbomb’s main competitor Lush retail at an average price of £3.95 so we reacted to this with a carton of 12 shower bombs priced at £3.99, enabling more product for the student pound.

Student shower spaces are cramped and uncomfortable, often making showering feel like a chore. Misterbomb is unique as it transforms both the space around you and your mentality, leading to an overall positive frame of mind. The brand’s focus is on the emotive benefits of the brand, offering four key aromatherapy solutions to common scenarios at university; waking up, nursing a hangover, relaxing and getting ready to go out. We believe that it is important to spread a can-do attitude to help the consumer through the trials and tribulations of university life as sometimes motivation is needed during stressful times such as exam period (individual survey, 2016).

‘When I am stressed for exams the one thing I miss is a relaxing bath bomb, would be a perfect alternative and love the idea’ - individual survey, 2016

FIG 9. team work, 2016

brand model 15

consumer profile

Targeting the specific student demographic allowed us to ensure that the brand values and benefits of Misterbomb are tailor-made to suit their needs. Cramped living conditions at university are forcing our consumer to compromise their bathroom habits, ‘I really miss using my Lush bath bombs at home!’ (Individual survey, 2016) and Misterbomb provides the perfect alternative for the price sensitive and space conscious. Our consumer is trend aware and according to Rogers diffusion of innovations theory, they are part of the early majority who, ‘adopt a trend as it gathers momentum’ (Posner, 2015). A shower bomb is an unusual mass market concept that Misterbomb’s consumer are sure to be keen to buy into from curiosity alone. What’s more, as society becomes more fast-paced and digitalised, our consumer is influenced by bloggers, motivating them to purchase the latest brands and products and be on top of the latest trends, proving that content is the new social currency (Miller’s theory, 2015). Of course being at university, our consumer experiences the highs and lows, from exam stress to partying and the inevitable hangovers, and so would look to Misterbomb as their go-to brand for a quick pick-me-up due to their love of cosmetics and selfpampering behaviour.

the space saver

the pamperer

the workaholic FIG 10. own work, 2016

doesn’t have access to a bath

loves to indulge but can’t at uni

doesn’t have time for a shower

“I’m looking for the feel-good factor, I always feel put together when I have new products that make me feel amazing” - Carla Elizondo, 2016

FIG 11. own work, 2016

“I like listening to what bloggers have to say, I trust their opinions when they do hauls and swatches” - Carla Elizondo, 2016

day in the life

FIG 12. own work, 2016

awareness driven by social media campaign and Boots email

interest captivated at experiental event and with DigIn sample desire created from blogger endorsement and aspirational print campaign consumer makes purchase at event after firsthand experience or instore at Boots

FIG 13, own work, 2016

creative concept summer

Summer is a key period of time on the student calendar, it is a time to look forward to the forthcoming holidays but also a time of increasing stress levels due to the daunting exam season. Misterbomb strongly focuses on the transformative narrative and so the summer season will allow for a longer journey with the consumer, supporting them from exams to summer with the positive outlook held at the very core of the brand. The colour palette that would apply to the seasonal packaging and promote this motivational message would consist of brighter, candy colours to reinforce the idea of the consumer treating themselves to a moment of indulgence with Misterbomb. In addition to this, the scent names on the packaging would once again be inspired by lyrics but adapt to the seasonal narrative of motivation. This introduces a familiar aspect to the consumer as â&#x20AC;&#x2DC;pop music has the ability to instantly trigger memories, taking us back to past moments in our livesâ&#x20AC;&#x2122; (Ingledew, 2011). The promotional campaign for the summer season would feature before and after imagery indicating the physical transformation that the consumer would experience when they use Misterbomb. For example, shots of students clearly suffering from stress and overloaded with work who then look relieved and happy due to the positive mentality Misterbomb has activated. This would be attractive to our target market as they will be able to empathise with the experiences shown in the campaign and it would trigger an aspirational need for the transformative power of Misterbomb.

FIG 14. own work, 2016

FIG 15. own work, 2016

creative concept winter

Winter is considered party season for students. Freshers and refreshers weeks begin in October and the celebrations continue right through to the Christmas parties signalling the end of first term. This is a time of excitement for our consumer and so we want to adapt Misterbombâ&#x20AC;&#x2122;s key brand message to be more energetic and lively, reflecting the fun element of our initial brand model. Winter is all about surviving the student party season with Misterbomb. This shall be achieved with a confident colour palette of brights to reflect the colourful atmosphere of clubs and parties, and pastels to act as a calming influence for the inevitable hangovers. The party season has connotations of sparkle and shine and we wanted to be ambitious with the packaging materials for winter, replacing the varnish finish with glitter and packing the shower bomb products with party confetti. With the promotional campaign, it would be important to heighten the party mood and so the imagery would be bold and dynamic, incorporating the glitter and confetti in the showering context making it clear that Misterbomb can help the consumer get ready for a fun night out and survive the party season. This would appeal to the student consumer as they are a fun loving demographic who are always up for a party. Once again the scent names would reflect this with mood appropriate lyrics such as â&#x20AC;&#x2DC;put on your dancing shoesâ&#x20AC;&#x2122;, injecting energy and indicating that this range of seasonal scents are powerful and bubbly.

execution and plan message:

The message that Misterbomb shall communicate is that aromatherapy fragrance in the shower can positively affect the consumer’s mood and that they are ultimately able to take control of their own mentality. Showerbombs are rarely seen on the mass market and so it is imperative that Misterbomb’s promotion informs the consumer about the benefits and introduces it as a new and exciting concept in order to create the desired excitement and recognition of need.

media channels

website

outdoor

social media

Misterbomb will be stocked in Boots and so the accompanying video to the promotional campaign will be featured on their landing page. This will connect with our consumer as it is an interactive channel and according to our consumer feedback, videos and brand websites are the most effective at targeting them. Up to 80% of viewers are able to recall a video ad they have recently seen and 26% then go onto look for more information about the product (Hangwon, 2016) so this channel will effectively reach a large frequency of consumers who are actively seeking new ranges at Boots. As well as this, we will collaborate with the Boots advantage points system to identify existing customers who would be interested in Misterbomb through email. This would provide initial information about the upcoming seasonal launch and then continue to persuade and remind throughout the year, maintaining the customer relationship with the brand.

We were able to identify through our research that the student demographic comes into contact with vast amounts of street advertising during their journey to and around the university campus. Survey results show that 59% of respondents thought that advertising around university and the city was successful, ‘I pass the same posters and screens several times a day so the message is clear’ (individual survey, 2016) and so this is an opportunity we can build upon. Using Nottingham as an example, tram and travel stops and street billboards will display the print advertising campaign as well as screens in the student union featuring the promotional video.

As members of generation Y, our student consumer lives their life online. They ‘communicate using social media, form online communities and are happy to create their own online content’ (Posner, 2011) and so this quick targeting media channel caters perfectly to their increasingly fast-paced lifestyle to create rapid awareness. Facebook, Instagram and Snapchat proved the most popular in our research and the majority of posting would take place in the morning and evening to coincide with times of heightened consumer browsing (appendix ref to survey). According to Sara Wolverson, marketing director of Rimmel London, “the teenage social media attention span has dipped below 8 seconds which is one second less than a goldfish”. Therefore, Misterbomb’s social media presence will generate conversation and consumer engagement with information of special offers, launch dates and events as well as bringing the Misterbomb message right into the hands of the consumer in a highly participatory and visual way for ease of understanding.

FIG 16, own work, 2016

FIG 17. own work, 2016

FIG 19. own work, 2016

FIG 18. own work, 2016

FIG 20. own work, 2016

FIG 21. own work, 2016

FIG 22. own work, 2016

FIG 23. own work, 2016

communication tools

events

sampling

An experiential event will allow Misterbomb’s consumers to interact physically with the brand and allow us to communicate personally with them to gage crucial positive feedback (Cope, 2016). The university summer term brings with it varsity sporting events and we have identified this as a key initial event to launch at and introduce Misterbomb to the core student demographic nationwide. Sporting activity requires a shower and Misterbomb will host pop-up showers at varsity matches for students to sample the product. Participants will have the opportunity to describe their experience by writing one word on the steamy mirror inside the shower. Afterwards, interviews with the participants will reveal the benefits they felt from using Misterbomb, creating shareable online content for our snapchat and Facebook accounts in particular. These pop-up showers would then tour festivals and other sporting events throughout the summer, giving the consumer first-hand experience and providing trustworthy feedback to those unable to attend.

Over 77% of students asked said that receiving a free sample of a product encourages them to purchase, ‘There is no doubt about wanting to give it a go with a free sample, it changes your mind if you’re unsure about the results’ (independent survey, 2016). Misterbomb would collaborate with Digin, the official student welcome parcel company which provides free samples and product offers when students move into university accommodation. This would allow us to specifically target early adopting students with no brand loyalty directly in their new home before they are influenced by competitors. Sampling with Digin would allow Misterbomb to reach a high frequency of our demographic, with 320,000 students receiving a box last year in over 100 universities across the UK. This in turn has a vast social reach as our target consumer is ‘by far the most influential voice on social media’, providing a strong chance of mentions online. Over 58,000 students left feedback about the samples they received last year which would add value to the brand and help us recognise future improvements to develop the brand strategy (Digin, 2016).

To encourage further media coverage we would send Misterbomb samples to influential bloggers, in particular the ASOS student insiders who blog from campus. With over 15.2k followers each, these social influencers have the potential to boost our brand reputation and the media coverage we earn from them would create hype leading up to the seasonal launches and continue to reinforce afterwards. The ASOS student insiders are already familiar to our audience on Instagram, and are ‘more likely to believe that a product is desirable if they are told so by a trusted individual’ (Cope, 2016).

timeline summer samples sent to bloggers for initial reviews

jan/feb

send invites to varsity event around halls and with flyers on campus

march

boots homepage launch and emails sent to points card holders

april

summer outdoor campaign launches as exam season begins and SU screens display promo video

varsity shower pop-up begins. Will visit the major female matches such as football, lacrosse, netball and volleyball

varsity continues until 13th may

may

FIG 24. own work, 2016

university summer term ends. Shower pop-ups tour festivals such as Glastonbury, T in the Park and Latitude

initial DigIn samples sent to universities in time for freshers week

winter campaign launch

boots homepage launches for winter campaign

june/july

aug/sep

oct

nov/dec

winter samples sent to bloggers for initial reviews

all DigIn boxes placed in over 100 uni halls

party season begins in the run up to christmas

In conclusion, Misterbombâ&#x20AC;&#x2122;s promotional plan for the next 12 months will specifically target the student consumer with engaging experiential events and a combination of owned, paid and earned media. This promotional mix offers the consumer valuable insight into the product prior to purchase and reminds them on a daily basis that Misterbomb should be a part of their everyday routine. The social media in particular reinforces and keeps up to speed with their increasingly fast-paced lifestyle, ultimately offering the chance of a mood enhancing quick fix with Misterbomb.

appendix

bibliography books Cope, J, Maloney, D, 2016. Fashion Promotion in Practise. 1st ed. London: Bloomsbury Ingledew, J, 2011. The A-Z of Visual Ideas. 1st ed. London: Laurence King Posner, H, 2015. Marketing Fashion. 2nd ed. London: Laurence King Van Den Bergh, J and Behrer, M, 2011. How Cool Brands Stay Hot. 1st ed. New York: Kogan Page

additional sources Khanom, R, 2015. The Consumer - What You Need to Know. Fragrances UK, [Online]. Available at: http// academic.mintel.com [Accessed 01 March 2016] Libby, C, 2016. Attitudes Towards Bathing. Mintel Soap, Bath and Shower Products UK, [online]. Available at: http://academic.mintel.com [Accessed 01 March 2016] Marketing Donut. 2016. Six Steps to Defining your Target Consumer. [ONLINE] Available at: http://www. marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/six-steps-to-defining-your-targetmarket. [Accessed 10 May 2016] Tucker, A, 2016. Lizzie Ostrom Changes Minds with Scents. COS SS16 Magazine, 1 January 2016 United Nations, 2014. World Urbanization Prospects. Economic and Social Affairs, [Online]. Available at: http:// esa.un.org Unknown, 2016. But it it Art? Lush Store Handbook, 1 January 2016 WORD COUNT: 2,728

list of illustrations COVER: Unknown. (2016), Water Drops [Online]. Available at: https://uk.pinterest.com/ pin/335307134736646617/ FIG 1. Creative Concept Moodboard, 2016, [own work], images from various sources FIG 2. Misterbomb Packaging, 2016, [team work] FIG 3. Photoshoot Moodboard, 2016, [own work], images from various sources FIG 4. Photoshoot Moodboard 2, 2016, [own work], images from various sources FIG 5. Cheers to the Freakin Weekend, 2016, [team work] FIG 6. Wake Up in the Morning, 2016, [team work] FIG 7. Relax Take it Easy, 2016, [team work] FIG 8. Iâ&#x20AC;&#x2122;ve Been Drinking, 2016, [team work] FIG 9. Brand Model, 2016, [team work] FIG 10. Consumer Segmentation Diagram, 2016, [own work] FIG 11. Consumer Profile Moodboard, 2016, [own work], images from various sources FIG 12. Consumer Day in Life Diagram, 2016, [own work] FIG 13. AIDA Model, 2016, [own work] FIG 14. Summer Creative Concept Moodboard, 2016, [own work], images from various sources FIG 15. Winter Creative Concept Moodboard, 2016, [own work], images from various sources FIG 16. Boots Homepage, 2016, [own work] FIG 17. Instagram Mock Up, 2016, [own work] FIG 18. Street Billboard, 2016, [own work] FIG 19. SU TV Screen, 2016, [own work] FIG 20. ASOS Insiders, 2016, [own work] FIG 21. DigIn Box, 2016, [own work] FIG 22. Fresh and Happy Steam, 2016, [own work] FIG 23. Misterbomb Showers, 2016, [own work] FIG 24. Timeline, 2016, [own work]

list of references Cope, J, Maloney, D, 2016. Fashion Promotion in Practise. 1st ed. London: Bloomsbury. 35 Cope, J, Maloney, D, 2016. Fashion Promotion in Practise. 1st ed. London: Bloomsbury. 151 DigIn. 2016. Homepage. [Online] Available at: http://diginbox.com/. [Accessed 25 May 2016] Elizondo, Carla, 2016. Own Semi-Structured Interview Hangwon. 2016. The Science of Engagement. [Online] Available at: https://www.singlegrain.com/videomarketing/just-stats-science-video-engagement/. [Accessed 24 June 2016]. Ingledew, J, 2011. The A-Z of Visual Ideas. 1st ed. London: Laurence King. 127 Jossel, S, 2016. The Teen Pound. The Sunday Times Style, 28 February 2016. 94 Khanom, R, 2015. Purchases of Fragrance. Fragrances - UK - 2015, [Online]. Available at: http://academic.mintel. com/display/746010/?highlight [Accessed 17 May 2016] Posner, H, 2015. Marketing Fashion. 2nd ed. London: Laurence King. 120 Posner, H, 2015. Marketing Fashion. 2nd ed. London: Laurence King. 127 Prior-Such, Emily, 2016. Consumer Research Survey [Online Survey]. Available at: http://surveymonkey.co.uk Tucker, A, 2016. Lizzie Ostrom Changes Minds with Scents. COS SS16 Magazine, 1 January 2016. 40

appendix 1. Semi-structured interview for consumer profile – Participant: Carla Elizondo How old are you? 19 What is your occupation/life stage? Student What university do you study at? Glasgow What subject do you study? Pharmacology What do you aspire to after university? To work in the pharmaceutical industry and to hopefully be a high earner Do you live in university accommodation? Yes, a shared flat Tell me how you feel about your university accommodation It is quite a high standard for uni halls but despite having my own ensuite it is really small Do you have a shower or a bath? I have a shower in a wet room How often do you shower? Once a day, maybe twice if I go to the gym Explain a typical week day to me In the morning I have lectures and labs from 9am which continue throughout the day and then I will come home in the evening and catch up on some work. Later on in the evening, around 7pm, I will go to the gym for an hour or so and then have dinner and a shower when I get home. I might unwind by watching a few YouTube vlogs but I’d say my week days are pretty uni-work orientated.

Explain a typical weekend to me I’ll usually grab a couple of friends and hop on the subway, go into the city for some shopping and brunch. Sometimes we go for walks down the canal to escape the hustle and bustle and then in the evening we order a Dominoes and watch films. If we are going out on Saturday we all get ready together, it’s like another event in itself! I usually shower before to revitalise before I head out. What are your interests and hobbies? I enjoy horse riding and going to the gym but I also like to sew and make my own clothes. I would say that I’m quite into make-up as well and I love watching Youtubers, my favourites are Ameila Liana, Kathleen Lights and Lisa Eldridge. I also really love the ASOS insiders for their edits of clothes and trends. Tell me some of your current favourite brands that you regularly buy/shop at Topshop, Benefit, Too Faced, Tarte, The Body Shop, ASOS, Mac, Zara, Lush What do you like about them? Tarte – natural products, hypoallergenic, vegan and gluten free Topshop – fashionable and still affordable Do you tend to stick with the same brands or swap and change when you find new alternatives? With watching a lot of Youtubers, I’m introduced to a lot of new stuff but I do mainly stick with the trusted brands because I know that they work for me What motivates you to buy? I like listening to what bloggers have to say because I follow them a lot so I trust their opinions, when they do hauls and swatches you never get a proper idea on a website so that gives me insight

Do you often treat yourself to products and if so what kind? Make up is often a treat for me because it is usually quite expensive What benefits do you look for in these products? I’m looking for the feel-good factor, I always feel put together when I have new products that make me feel amazing

How often do you purchase these products? Once every two weeks, I can’t stay away from Boots or Superdrug! How often do you use these products? I use them every day when I first get them but when I make up my mind about liking it I either will or won’t use it on a regular basis What is your price sensitivity? I’m suspicious of stuff that’s really cheap but I feel that if you pay £20 upwards on a lipstick that’s too much. Probably between £10-£20 is right for me depending on the product What social media do you use? Instagram, Facebook, Pinterest, Snapchat, YouTube What magazines and blogs do you read? Free People blog, The New Scientist, Vogue, Elle Where and how do you shop? If I’m looking for something specific for an occasion I will go instore but if I’m browsing I have a look online because it is so much quicker

appendix 2.

appendix 3. Self-Conducted Survey â&#x20AC;&#x201C; 27 Respondents Do you have a bath or shower in your university accommodation? Bath 0% Shower 100% Would you consider buying a shower bomb that enhances and improves your mood to use in your student shower? Yes 59.26% No 18.52% Maybe 22.22% Comments I really miss using aromatherapy bath oils and bath products so yes! Definitely. If it smells nice Definitely! I really miss using my Lush bath bombs at home! If it worked in the shower like it does in the bath then yes Improve smell of room too (shower is ensuite) Whats a shower bomb? When I am stressed for exams the one thing I miss is a relaxing bath bomb, would be a perfect alternative Which types of social media do you use the most? Please rate in numerical order with 1 being the most frequent 1. Facebook 2. Instagram 3. Snapchat 4. Twitter 5. Pinterest 6. YouTube 7. Tumblr What time of day do you usually interact with these sites? From the minute I wake up 33.33% In the morning 18.52% Midday 3.70% Evening 33.33% Before I go to sleep 22.22% Constantly 55.56% Which of the following digital channels are most effective at targeting you? Please rate in numerical order with 1 being the most effective 1. Videos 2. Brand Website 3. Apps 4. Email 5. Blogs 6. Forums

Which of the following traditional channels are most effective at targeting you? Please rate in numerical order with 1 being the most effective TV 1. Outdoors 2. Magazines 3. Radio 4. Newspapers 5. Cinema Would you be more inclined to purchase a product if it used experiential promotion to get you involved? e.g at a music festival or university sporting event Yes 44.44% No 3.70%

appendix 3.1. Comments Yes, a try or sample is always helpful I always pick up free samples, always helps if a booklet is given with instruction/promotion Yes, interesting concept that would be good to see in action to further understand it Do you think that promotion around uni is successful? e.g flyers, screens in SU, posters etc Yes 59.26% No 40.74% Comments It makes it stick in your head It is visible in places that are regularly visited Annoying Oversaturated with people giving out flyers, so usually people don’t really take notice. Also people are often on their way to seminars and lectures and don’t have time to stop Because it is interactive The club night promotion can get annoying but the billboards and screens in the SU always persuade me to go to local events or buy products Everyone ignores them There is too much of it, don’t pay attention to all of it They are difficult to avoid, also pass the same posters/screens several times a day so the message is clear and refreshed No one wants to be carrying round lots of bits of paper that they won’t look at twice. There’s too many, you don’t usually read them Do you find free samples encourage you to buy products? e.g the Dig-In boxes received in freshers week Yes 77.78% No 22.22% Comments No, but they do raise awareness of the product The freshers boxes were so cool! Such a nice touch to welcome us to uni with There is no doubt about wanting to give it a go if you have a free sample, changes from debating purchasing the product being unsure about the results Are there any brands you currently connect with or find interesting? Please explain why I like the body shop because they use natural ingredients but is often too expensive for me as a student Old-Spice, smells nice Lush, I don’t buy from them because the price is a little out of my student budget but the smell always intices me in and their tone of voice is fun Mac, reputation Birchbox Recently started following Ben and Jerry’s on twitter to keep updated on new products (not cosmetics but branding either way) will often hit ‘follow’ if connected to free give away type stuff Lush - the variety of scents and products and their cruelty free approach but the price can be offputting, something similar but more affordable would be good