LIVE PROJECT faye wilkinson fash30001 n0349937
This research project is adapted from the L’Oreal Brandstorm 2012/13 competition. The brief was set into two stages and this research project focuses on the pre case study question: ‘What
product/product range from existing global hair care and styling category would you launch into the SEA zone, and how would you do it?’ (L’Oreal Brandstorm 2012: online)
What follows are recommendations made after researching into product trends and innovations that would be appropriate for the South East Asian (SEA) market. Looking at competitors, specific consumer desires and the market within the zone forms the basis for these informed recommendations.
Figure 1 L’Oreal print advertisement for Total Repair 5 in Indonesia (2012)
L’Oreal have determined the SEA zone as a growing market and aims to its increase market share there. The proposals put forwards should aid L’Oreal in their objective of reaching one billion new consumers worldwide. (L’Oreal News and Events 2012)
1.INTRODUCTION
2.METHODOLOGY Both primary and secondary research was undertaken in order to ensure the recommendations put forwards were fully viable and appropriate. Gaining consumer insights were invaluable, and L’Oreal have shown their dedication to finding out what different consumers want through their ‘Geocosmetics’ concept. According to Fabrice Aghassian, International Manager of Evaluation Methods Geocosmetics is: ‘a local, ethnographic, ethological approach, which focuses on immersion in the daily lives of consumers to pinpoint their cosmetic behaviour and needs more accurately’ (2012: online). Primary research to find individual consumer hair care habits and rituals spanned over three main methods:
-Insights from Beauty Bloggers: Two well-established Indonesian beauty bloggers were asked to record their hair care routine over a period of two weeks. This allowed for indepth knowledge into consumers with a particular interest in hair care and beauty, however more bloggers could have been approached to broaden the research. Due to being situated in the UK secondary research became very important. Investigating into relevant secondary sources regarding Asia and in particular SEA was paramount to gaining context in the research. Such sources were: market research databases, journals on marketing and research and books.
-Questionnaire: A preliminary survey was undertaken to consumers in the UK of SEA origin. This was done to get initial primary research in order to complete more primary research online to targeted SEA consumers. -Twitter and Instagram: A Twitter account was created with the intent of gaining more consumer insights with the hope of photographic research being tweeted or ‘Instgram-ed’ to us. Very personal responses were gained, however it was difficult to gain a vast amount of responses. Figure 2 ‘L’Oreal Thailand Digital Advertisement (2013)
The Consumer and their hair
Euromonitor International, global market research database, state that within SEA in 2010 beauty and hair care sales came to $12.2 billion. Breaking this down by country: 30% of those sales were in Thailand, 23% in Indonesia and 21% in the Philippines (from Cosmetic Business 2011). The consumers of cosmetics within these countries are therefore the most relevant consumers for L’Oreal to target.
Asian hair is susceptible to hair thinning, which is especially important, as they have less hairs on the scalp and the hairs themselves are thicker and rounder. Hair care products that combat hair thinning or ‘hair fall’ as it is also known are particularly important. Culturally it is very common
In a consumer trend report by Deloitte in 2011 they say that by 2020: ‘There will be a sizable increase in the
number of two-income, middle class household’ (Deloitte 2011: 5). This is a global prediction however it is particularly relevant for SEA, meaning that there will be a desire for better quality, more premium consumer goods.
for Asian women to keep their hair long. Their
hair also grows at the fastest rate of all hair types, however this can cause split ends, dryness and an overall loss of moisture throughout the hair shaft.
Within the last few years in SEA many consumers have had problems with their hair care products. In a report by Mintel (2012) it has been found that the Chinese Consumer Association had almost
63% of complaints due to hair and skin care products. These complaints have been well publicised and sensationalised somewhat, but what this means is that within SEA many
consumers are distrusting of hair products.
“It is uncommon for girls in the Philippines to leave their hair longer than a day without washing it” Jen, 2013, Appendix 3
Figure 3 ‘Primary Research Twitpic; 2013
3.CONSUMER
Defining the South East Asian Consumer
Figure 4 ‘Yuri from Indonesia Consumer Profile’ 2013
4.CONSUMER PROFILE
5.MARKET South East Asian Market As aforementioned the Philippines, Indonesia and Thailand had the highest percentage of cosmetic sales within the SEA zone. The market in SEA is one of the most fragmented due to the vast cultural and ethnic diversity. Although what is noticeable here is that cosmetic regulations across the entire SEA zone which eases sales across the region (Cosmetic Business 2011) Hair products in SEA Having looked into the specific hair concerns within the Asian hair type it is now important to look at popular products within SEA that answer to these concerns. Shampoo manufacturers dominate the market within SEA, and products that are more concern-specific are becoming a brand’s unique selling point within a shampoo-saturated market. Thailand In Thailand it has been noticed that female consumers are becoming more interested in coloured hair and fashionable styling. They have also been seen to be spending more on individual products within hair care, preferring more premium products (Euromonitor Thailand 2011). It has been found that consumers are becoming concerned with the condition of their hair being directly impacted on because of pollution. This has led the way for a new wave of leave-in hair products to protect the hair: leave-in conditioners, serums and oils. Indonesia Within Indonesia the scalp is the big concern as well as loss of moisture in the hair. This has resulted in many new shampoo aimed at combatting dandruff entering the market. A notable brand that is targeting this is one of L’Oreal’s main competitors within the zone, Unilever. Their Clear shampoo claims to treat all scalp problems. Conditioners are also very popular within Indonesia, they posted the highest growth in 2011 with a fourteen per cent growth recorded (Euromonitor Indonesia, 2012: online).
Jen, 2013, Appendix 3
Additionally, we know Indonesia is a vastly important country for L’Oreal as they have built a new plant there, in Jababeka. "With the highest growth of the Group in Asia Pacific, Indonesia is a key contributor to the L'Oréal objective of reaching one billion new consumers. The Jababeka plant reflects our confidence in the continuous expansion of the Indonesian market and our strong commitment to the country," said Jochen Zaumseil, L'Oréal's Executive Vice-President, Asia Pacific Zone. (L’Oreal News and Events 2012: online) The Philippines Within the Philippines hair cleanliness is of upmost importance. Hair smelling and looking clean and dandruff-free are the concerns for consumers (Jen, 2013, Appendix 3). Interestingly, men are the driving force for the popularity of anti-dandruff shampoos. Shampoos are very important to both men and women though, and it is predicted that other specialised products will take hold in the market which is heavily shampoo-saturated (Euromonitor Philippines, 2011) Such products may be hairs masques, leave-in conditioners and hair serums. Competitors The two main competitors for L’Oreal within the SEA zone are Procter & Gamble firstly and then Unilever. The launch of the right new hair care range within the zone may assume some of the market share from these competitors. These brands are well-established and have a wide range of mass consumer products within the zone. In order for L’Oreal to compete within South East Asia, a point of difference must be taken; a more luxurious standpoint could prove beneficial especially considering the consumer shift in the zone towards more middle classes with more disposable income.
“I find Asian conditioners to be better for my hair than ones from the US and I have tried quite a lot of different ones, from expensive to drugstore ones”
6. CASE STUDIES
Shiseido Professional- The Hair Care Range
Product Innovation appropriate for SEA
The Hair Care Range, developed in 2012, by Shiseido is a professional, salon-only range that caters for all types of Asian hair concerns. This means that it is translatable and desirable across the entire SEA market.
Intelligent Nutrients- The Harmonic Range
The range consists of five product lines: Adenovital- for thinning hair Fuente Forte- for scalp matters Aqua Intensive- for damaged hair Luminogenic- for coloured hair Sleekliner- for smoothing hair The range was created with a holistic approach; combining innovative technologies with psychological science. ‘Aromachology’ frangrances were included in the formulation of the range to relax the body and mind (Rosalani 2012). These natural scents are reflective of the trend for more organic, natural products. However, as these products are not mass market consumer goods this prevents Shiseido from significant consumer reach.
Figure 5 ‘Shiseido Professional Hair Care Range’ 2013
The product range that has been recommended for the South East Asia hair care market is based on the Harmonic range by Intelligent Nutrients. Intelligent Nutrients are a: ‘health and beauty company that lives to the highest standards of 100% food-based, safe, non-toxic and organic ingredients.’ (Intelligent Nutrients 2012: online) The Harmonic range is the most appropriate of their hair care range for the South East Asia zone as it gives the ‘most benefits with absolutely the lowest impact’ (Intelligent Nutrient 2012: online). The shampoo and conditioner in this range are: anti-aging, volumising, smoothing, non-frizzy and nourishing to the scalp and hair.
Figure 6 ‘Intelligent Nutrients Harmoic Range’ 2013
Edible beauty is a very current trend that is increasing in popularity. Products that are safe enough to eat are very attractive, especially considering the concerns surrounding the safety of products for the South East Asian consumer in particular. Consumers will turn to products that replace chemicals with natural substitutes (Stylus 2012). This is particularly timely as the popularity of natural, organic products has been increasing dramatically over the last few years. Natural, herbal-based products such as scalp oils, hair oils and masks that are mixed at home have been vastly popular within the South East Asian zone. These are all products that combat the concerns of the South East Asian hair type, in terms of hair thinning, scalp care and loss of moisture.
Products that are seen to contain scientific breakthroughs through chemicals in Western culture are seen as highly desirable and have much value placed on them. However, in Asia products that boast natural, herbal ingredients are much more attractive. ‘I prefer to buy all natural products- 81% agreed’ (Mintel 2012: online) As well as natural products trending in terms of popularity within SEA; sustainability and products being environmentally-friendly are also well-liked. This mirrors a global concern around the world for brands to be much more sustainable and reducing their impact of their environment. Referring back to the Deloitte trend report (2011), consumers place the most value on products that are considered ‘green’. It is becoming important again for individuals and brands to reduce their impact on the environment.
7. TRENDS
L’Oreal have shown a dedication to this as a part of their 10 year strategy to increase their sustainability (L’Oreal Sustainable Development 2013: online). This is important when considering the SEA zone and how consumers will identify with this. Sustainability and protecting the environment are also priorities for consumers, and will continue to increase in value through to 2020 (Deloitte 2012). L’Oreal have created a salonprofessional range called Nature Serie which aims to reduce their impact on the environment. This is a step in the right direction, however combining this attitude with 100% natural, organic ingredients will answer to consumer desires most, in a more mass market way. Activating the senses is also having a big impact on the beauty industry (The Future Laboratory 2011). In terms of hair care, this is
7. TRENDS
showing through the importance of touch, in head and scalp massages, smell, in terms of fragrance of the products, taste, in terms of whether a products is natural enough to eat, sight, in terms of the look of the product and the packaging, and sight in terms of the foaming action, detergents are thought of as chemicals and therefore something that does not foam up too much is important. Products that answer to specific South East Asian hair concerns are also very attractive for consumers. L’Oreal launched the first ASEAN-specific franchise last year through the Total Repair 5 range. Shiseido Professional also created a more premium, Asian-hair specific range which again is based more in salons. Taking a product range over to South East Asia that answers their hair concerns through natural, organic ingredients will best satisfy consumer desires.
Figure 7 ‘Trend Moodboard’ 2013 [own image]
7. TRENDS
Packaging
Sustainable packaging is very important to L’Oreal. This will obviously translate across to the packaging of a new hair care range. An innovative strategy for refilling hair care products has been implemented by brand Use Me. They offer the option to refill a customer’s empty bottle at a salon for them (Ball 2012). Innovation in Marketing Strategies Looking at marketing strategies that have worked particularly well in South East Asia are also of importance. Due to the diversity of the consumer and the differences in distribution channels it is challenging to market across the zone. India is a prime example to look at in regards to fragmented distribution channels and how brands have adapted to this in terms of marketing. The filtering-down of products from hyper or supermarkets down to local shops such as kiraanas in India is important. ‘Their reach and appeal have made sure that the consumer products companies are investing their bit in these stores.’ (Sihna 2012: p. 128) L’Oreal have already shown awareness of this through their Fall Repair 3x launch in India in 2012.
‘Both trust and reliance have significant impact on building relationships with long-term perspectives’. (Poon et al 2012: p. 2). This is particularly relevant to consumers that may have begun to mistrust brands through the harshness of chemicals in their hair care chemicals. This kind of one-to-one relationship may build up this trust again whilst helping the community. Buying sachets of hair products are very popular within Asia. Unilever break down retailers into three categories: affluent, aspiring, striving (Unilever 2012). Looking at the consumer groups that use these retailers, the selling of sachets provides the ‘striving’ consumer with the opportunity to try a more expensive product. The popularity of hair care products sachets is somewhat of a phenomenon within the zone; such popularity is not paralleled elsewhere in the world. Taking this into consideration, it may be beneficial to create a marketing strategy that involves giving sachets of the products out. This could be combined with an online campaign, which would get more consumers interacting with L’Oreal and creating a dialogue.
8. INNOVATIONS
Packaging that is more sophisticated in terms of simplicity look more luxurious. Brands such as Sunsilk, Dove and Pantene look very backward in terms of this. Looking at packaging that looks remedial or herbal give more of an authoritative aesthetic and reflected the ingredients being natural and organic.
Unilever have considered the fragmented and diverse distribution channels across India in a different way. Their Shakti Entrepreneur programme gives women living in rural parts of India the skills to set up their own business in the form of a direct-to-consumer retailer selling Unilever products (Unilever 2013)
Figure 8 ‘Innovation Moodboard’ 2013 [own image]
8. INNOVATION
9. SOCIAL MEDIA Importance of Social Media Social Media is a hugely important tool for marketing beauty and hair care both globally and in the South East Asian zone. Of internet users in Indonesia 100% use Facebook, 78% in the Philippines and 45% in Thailand. The four most important social media platforms are Facebook, Twitter, YouTube and Instagram. In Indonesia beauty blogging and Twitter are hugely important. When completing primary research through blogs and Twitter, Indonesian women were very responsive (see Appendix 3 and 4). The Indonesian beauty blogger group on Facebook has over 1400 members and the members of the group encourage each other and use the group to network. Figure 9 ‘Facebook Interaction L’Oreal Phillipines’ 2012
L’Oreal Hair Paris India received 1764 interactions a day on their Facebook page throughout the launch of their Total Repair 5 range. In a country that has even higher Facebook-integration this can only be built on. Across the SEA L’Oreal Facebook pages comments from users saturate the pages with enthusiasm. Whenever a user has a query the relevant Facebook page responds quickly, which often makes the user feel very individual and satisfied. As previously suggested a campaign that combines both the sachet phenomenon and the importance of social media (Facebook in particular) should ensure that a highly successful marketing campaign with measurable success (through interaction numbers and number of sachets sent out). Figure 10 ‘Facebook Interaction L’Oreal Phillipines 2’ 2012
To summarise significant consumer shift and impactful beauty trends have been looked at in order to come to recommendations for L’Oreal’s new hair care range in South East Asia. Two very innovative types of products will be very popular in the market. -Natural, organic products that created by brands that are sustainable and are actively reducing their impact on the environment -Products that are specifically targeted towards Asian hair concerns will be popular, there quite a wide disparity between professional salon-only products (such as Shiseido Professional The Hair Care Range) and very mass market consumer products (such as Proctor and Gamble’s Pantene Clinicare range). There seems to be a gap in the market for more luxurious consumer products specifically targeted at Asian hair concerns. To sum up three noticeable innovations within marketing have been observed: -The importance of considering all the types of distribution channels and the way to merchandise these are paramount. -It is recommended to have brand ambassadors within the zone selling the products direct to consumers also in order to regain consumer trust, and be reflective of the proposed hair care range’s attitude of being kind to both hair and the environment.
Figure 11 ‘L’Oreal Indonesia Smooth Intense Digital Advertisement’ 2012
-Finally, utilising the popularity of sachets can open up the reach of the brand to wider consumers and combining this with an online campaign through social media may be very appropriate when launching the new hair care range in South East Asia.
10. KEY FINDINGS
11. LIST OF FIGURES Figure.1 ‘L’Oreal Indonesia Total Repair 5’ 2012 [Print advertisement] Available at: http://4.bp.blogspot.com/-6T4qoXJtMEw/TndPvro0AOI/AAAAAAAAARQ/ m1ifZDqZGM0/s1600/diansastro.jpg Figure.2 ‘L’Oreal Thailand Digital Advertisement 2013 [screen shot] Available at: http:// www.lorealparisthailand.com/hair-expertise/everstyle/promotion.html Figure 3 ‘Primary Research Twitpic’ 2013 [Photograph] Available at: Appendix 4 Figure 4 ‘Yuri from Indonesia Consumer Profile 2013 [Own image] Figure 5 ‘Shiseido Professional Hair Care Range’ 2013 [photograph] Taken from: Shiseido Professional Facebook page Figure 6 ‘Intelligent Nutrients Harmonic Range’ 2013 [photograph] Taken from: Intelligent Nutrients website Figure 7 ‘Trend Moodboard’ 2013 [own image] Figure 8 ‘Innovations Moodboard’ 2013 [own image] Figure 9 ‘Facebook Interaction L’Oreal Phillipines’ 2012 [Screen shot] Taken from: L’Oreal Philippines Facebook Page Figure 10 ‘Facebook Interaction L’Oreal Phillipines 2’ 2012 [Screen shot] Taken from: L’Oreal Philippines Facebook Page Figure 11 ‘L’Oreal Indonesia Smooth Intense Digital Advertisement’ 2012 [screen shot] Available at: http://gerbongtiga.files.wordpress.com/2010/09/27538_107075739326598_5518_ n1.jpg
12. LIST OF REFERENCES (L’Oreal Brandstorm 2012: online) (L’Oreal News and Events 2012) (L’Oreal Geocosmetics 2012: online). (Cosmetic Business 2011) (Deloitte 2011) (Mintel 2012) (Jen, 2013, Appendix 3) (Cosmetic Business 2011) (Euromonitor Thailand 2011). (Euromonitor Indonesia 2012) (L’Oreal News and Events 2012: online) (Jen, 2013, Appendix 3) (Euromonitor Philippines 2011) (Jen, 2013, Appendix 3) (Rosalani 2012). (Intelligent Nutrients 2012: online) (Intelligent Nutrient 2012: online) (Stylus 2012) (Mintel 2012: online) (Deloitte 2011) (L’Oreal Sustainable Development 2013: online) (Deloitte 2012) (The Future Laboratory 2011) (Ball 2012) (Sihna 2012: p. 128) (Unilever 2013) (Poon et al 2012: p. 2). (Unilever 2012).
13. BIBLIOGRAPHY Ball, M. (2012) Use Me! Products; eco-friendly hair care line hits San Francisco Bay [online article] Available via San Francisco Vegan http:// www.examiner.com/article/use-me-products-eco-friendly-hair-care-line-hits-san-francisco-bay-area (Accessed: 13th Feb 2013) Cosmetic Business (2011) Southeast Asia- Myriad Markets [website] Available through Cosmetic Business http://www.cosmeticsbusiness. com/technical/article_page/Southeast_Asia__Myriad_markets/81159 [Accessed: 22nd Dec 2012]. Deloitte. (2011) Consumer Trends 2020. [PDF] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/resources [Accessed: 14th Feb 2013]. Euromonitor International (2011)Haircare in India [Report] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/ resources [Accessed: 14th Feb 2013]. Euromonitor International (2011)Haircare in Malaysia [Report] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/ resources [Accessed: 14th Feb 2013]. Euromonitor International (2011)Haircare in Thailand [Report] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/ resources [Accessed: 14th Feb 2013]. Euromonitor International (2011)Haircare in the Philippines [Report] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal. com/resources [Accessed: 14th Feb 2013]. Euromonitor International (2012)Haircare in Indonesia [Report] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/ resources [Accessed: 14th Feb 2013]. Intelligent Nutrients (2013) Harmonic Range [website] Available through: Intelligent Nutrients http://www.intelligentnutrients.co.uk/products/ harmonic-hair-care [Accessed: 14th Feb 2013]. L’Oreal (2013) Geocosmetics [website] Available through L’Oreal http://www.sustainabledevelopment.loreal.com/survey/geocosmetics.aspx (Accessed: 12th Feb 2013) L’Oreal (2013) L’Oreal News and Events [website] Available through L’Oreal http://www.loreal-finance.com/eng/news/international-858.htm [Accessed: 12th Feb 2013) L’Oreal (2013) Sustainable Development [website] Available through L’Oreal http://www.sustainabledevelopment.loreal.com/environment. aspx (Accessed: 12th Feb 2013)
13. BIBLIOGRAPHY L’Oreal Asia. (2011) Haircare Synopsis China & ASEAN & India on Women. [PDF] Available through: L’Oreal Brandstorm http://www.brandstorm. loreal.com/resources [Accessed: 14th Feb 2013]. L’Oreal Brandstorm (2012) Pre case study [website] Available through L’Oreal Brandstorm http://www.brandstorm.loreal.com/dashboard/fayewilkinson [Accessed: 3rd Dec 2012]. L’Oreal. (2012) Elseve in Asia. [PDF] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/resources [Accessed: 14th Feb 2013]. L’Oreal. (2012) Elseve International. [PDF] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/resources [Accessed: 14th Feb 2013]. L’Oreal. (2012) Styling. [PDF] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/resources [Accessed: 14th Feb 2013]. Mintel (2012) China Haircare [report] Available through: Mintel http://academic.mintel.com/display/628514/ (Accessed: 13th Dec 2012) Papista, E. and Dimitriadis, S. (2012) Exploring consumer-brand relationship quality and identification: Qualitative evidence from cosmetics brands [Journal] Available through: Qualitative Market Research: An International Journal Vol. 15 Iss: 1 pp. 33-56 Poon et al (2012) Managing trust in direct selling relationships [Journal] Available through: ‘Marketing Intelligence & Planning Vol. 30 Iss: 5 pp. 588-603 Roslani, A. (2012) 5 Asian Hair Problems & Solutions from Shiseido Professional [online article] Available through Venus Buzz http://www. venusbuzz.com/archives/33135/5-asian-hair-problems-solutions-from-shiseido-profesional/ (Accessed: 5th Jan 2013) Sinha, D. in Stahlberg, M. (2012). Shopper marketing: how to increase purchase decisions at the point of sale. London, Kogan Page. Sorensen, H. C. (2010). Inside the mind of the shopper: the science of retailing. Upper Saddle River, N.J., Wharton School Pub. Stylus. (2012) Edible Beauty [Trend report] Available through Stylus http://www.stylus.com/fashion-beauty/2012/December/Reports/EdibleBeauty/ [Accessed: 17th Jan 2013]. The Future Laboratory (2011) Salon of the Senses [website] Available through: The Future Laboratory http://www.thefuturelaboratory.com/ blog/2011/04/26/3682/salon-of-the-senses [Accessed: 17th Jan 2013]. Underhill, P. (2009). Why we buy: the science of shopping. New York, Simon & Schuster Pbks. Unilever (2013) Shakti Programme, India [website] Available through: Unilever http://www.unilever.co.uk/careers/insideunilever/ oursuccessandchallenges/shaktiprogrammeindia.aspx [Accessed: 14th Feb 2013].
14. APPENDIX
14. APPENDIX
14. APPENDIX
blank questionnaire
14. APPENDIX
questionnaire results
14. APPENDIX
questionnaire results
14. APPENDIX
questionnaire results
14. APPENDIX From: Priscilla_clara@yahoo.com Subject: One week journal Date: 24 Dec 2012 17:22 To: fgk.loreal@hotmail.co.uk This is my last email. Today I think to curl my hair to tell you about my styling products. Makarizo Hair Recovery. This hair oil protects my hair from UV and hot tools. Add shines and moisturizing my hair. It has a heavy-weighted texture compare to Ma Cherie, that’s why I love to use it before drying or curling. It works great on thick hair like me. I use Lucido-L Hair PermWater spray also. I usually use this hair spray before curling my hair. It can moisture my hair before curling and reduce dryness after curling. One product I have not told about is my hair mask. I normally use one two or three times a week. But this week I have been too busy. I love Asience Inner Rich Hair Mask haha. It is an Intensive hair mask for damaged and dry hair like me. This is my second purchase, it’s not available in Indonesia though. I bought this product in Singapore. Good luck ^^ Priscilla ________________________________________ From: Priscilla_clara@yahoo.com Subject: One week journal Date: 23 Dec 2012 16:34 To: fgk.loreal@hotmail.co.uk Before I wash my hair today I put on a overnight mask by Dove. It is a intensive night treatment for dry hair. Then I follow with my wash products.
Priscilla ________________________________________ From: Priscilla_clara@yahoo.com Subject: One week journal Date: 21 Dec 2012 11:18 To: fgk.loreal@hotmail.co.uk Today I sprayed my hair with Liese Juicy Shower. I usually use this whenever I feel my hair look messy and frizzy. I love the sweet and refreshing scent! It makes it smell fresh again. Priscilla ________________________________________ From: Priscilla_clara@yahoo.com Subject: One week journal Date: 20 Dec 2012 21:05 To: fgk.loreal@hotmail.co.uk Hello! Today is short email. I only brushed my hair and spray some Scwarzkopf on it. Priscilla ^^ ________________________________________ From: Priscilla_clara@yahoo.com Subject: One week journal Date: 19 Dec 2012 17:38 To: fgk.loreal@hotmail.co.uk Today I wash my hair so I tell you about my wash routine. I brush before I wash my hair. Then I use shampoo. I change my shampoo every time I get another. Today I have Sunsilk Strengthening shampoo. Then I use Sunsilk Damaged Hair Treatment. I’ve tried many conditioner like Pantene and Dove,
PRISCILLA CLARA HAIR JOURNAL
14. APPENDIX but I think this is the best that suits my hair. It makes my hair feel so soft and I really love the scent too. After using shampoo and conditioner I dry my hair. I use my hair treatment spray and also I use hair oil to protect my hair. My hair is dry and coloured so before I use hair dryer I use Shiseido Ma Cherie Repair Essence Oil. it’s light-weight my hair isn’t feel greasy, oily or sticky! It makes my hair look shiny and smooth too! My hair sometimes can look a little messy after hair drying and this essence really help me a lot. I use different oil when I use curler or straightener. That’s all for today. Priscilla ^^ ________________________________________ From: Priscilla_clara@yahoo.com Subject: One week journal Date: 18 Dec 2012 22:54 To: fgk.loreal@hotmail.co.uk First I like to tell you about my hair. I have long, straight hair that I dye brown. I been dying it since I was 13! But my hair also have much hair fall. I use many different product to stop this but it still falls out when I brush it. Today I brushed my hair and leave it straight. Before I brush it I spritz it with Scwarzkopf hair treatment spray. In daily basis, I like to use it to prep my hair before going out. Every time I spray it, it helped to make my hair softer and moist. This also come in handy on the day when I don’t wash my hair cause this instantly refreshes my hair. I wash my hair 2-3 times a week. Tomorrow I email again. Priscilla ^^ On 18 Dec 2012, at 15:31, FGK L’Oreal <fgk.loreal@hotmail. co.uk> wrote: Priscilla,
Thank you for your quick response to our email and saying you will do our diary so quickly! If you could email any photos of the products you use over as well that would be amazing. If you have any questions please email us and we will get back to you as soon as we can. Thank you, Faye, Grace and Katie ________________________________________ From: Priscilla_clara@yahoo.com Subject: One week journal Date: 17 Dec 2012 09:16 To: fgk.loreal@hotmail.co.uk Hie, I would love to do this for you. And I allow my results to be in your studies. I will start Monday. Priscilla (: On 16 Dec 2012, at 00:28, FGK L’Oreal <fgk.loreal@hotmail.co.uk> wrote: Hi there Priscilla, This is an email formally requesting that you take part in a week long hair care journal, in which you send to us when you apply product to your hair in any way. By doing this one week diary you give us consent to include your emails in a research report for our University studies. We are in no way affiliated with L’Oreal. Thank you for your time :)
PRISCILLA CLARA HAIR JOURNAL Faye, Grace and Katie
14. APPENDIX From: frmheadtotoe@gmail.com Subject: One week journal Date: 3 Jan 2013 12:48 To: fgk.loreal@hotmail.co.uk So this is the last day girls. I really hope this has been informative. If you have any other questions please feel free to ask. The only thing I did today was brush my hair through and put a bit of my shine tonic on the ends as they were looking a little dull. Good luck with everything, Jen ________________________________________ From: frmheadtotoe@gmail.com Subject: One week journal Date: 2 Jan 2013 16:34 To: fgk.loreal@hotmail.co.uk Ok girls so I have washed my hair again, this time I used a different shampoo and conditioner but didnâ&#x20AC;&#x2122;t change the way I washed my hair at all. I used Kao Essential Damage Care Rich Premier shampoo and conditioner. My hair felt lighter than when I was my hair earlier in the week, but I made sure I had rinsed through my hair properly as I had the mask on overnight before. Jen ________________________________________ From: frmheadtotoe@gmail.com Subject: One week journal Date: 1 Jan 2013 09:22 To: fgk.loreal@hotmail.co.uk
As I am planning to wash my hair tonight I am going to out a deep conditioning mask on my hair. I have a lot of masks, but the one I have chosen is the Excelsior Millenia Mud Reconstructor. You arenâ&#x20AC;&#x2122;t supposed to leave this on overnight but I put a shower cap on to keep my bed clean and then I rinse it out when I wash it the next day. Jen ________________________________________ From: frmheadtotoe@gmail.com Subject: One week journal Date: 31 Dec 2012 18:57 To: fgk.loreal@hotmail.co.uk Only a short email today girls to let you know my hair is still feeling soft and the waves have stayed in well. I have sprayed some dry shampoo at my temples where my hair was feeling a little greasy. It smells and looks very clean :) Jen ________________________________________ From: frmheadtotoe@gmail.com Subject: One week journal Date: 30 Dec 2012 17:46 To: fgk.loreal@hotmail.co.uk Hi Katie, Faye and Grace, I thought I would make my hair wavy today as it will last until I next wash it and so I can go through the products I use for curling it. I use heat protection hair tonic. The one I use is discontinued but it is called: Rush Thermal STR8 Protective-Shine Tonic. Although it is for straightening hair I find it holds the wave well.
FROM HEAD TO TOE HAIR JOURNAL
14. APPENDIX Then I use my Bedhead ‘Wave Artist’ Deep Wave iron to put the waves in my hair. And then I finish with some hairspray, any will do. Jen ________________________________________ From: frmheadtotoe@gmail.com Subject: One week journal Date: 29 Dec 2012 11:10 To: fgk.loreal@hotmail.co.uk Ok, so I have washed my hair and I will take you through the products I use and in what way. 1) L’Oreal EverStrong bodify Shampoo. I shampoo my hair all the way from root to tip and I pay particular attention to massaging my scalp. 2) Shiseido Tsubaki Damage Care Conditioner. I condition my hair from the mid-length to the ends. My hair is quite long so I find I lose moisture in the ends pretty quickly. I find Asian conditioners to be better for my hair than ones from the US and I have tried quite a lot of different ones, from expensive to drugstore ones. I find the Asian conditioner to be richer and make my hair softer. I also find they have a much nicer scent. I like sweet floral smells mainly. 3) Then I let my hair dry naturally, it has a slight kink to it so sometimes I straighten or curl my hair once it’s dried through. I don’t like to use a hair dryer as it damages your hair so much. I will probably curl my hair at some point this week to go through my styling routine but that’s it for today. Jen ________________________________________ From: frmheadtotoe@gmail.com Subject: One week journal Date: 28 Dec 2012 15:06
To: fgk.loreal@hotmail.co.uk Hi girls, I have already washed my hair two days ago so I am planning to wash it tomorrow and I will tell you about my washing routine now. It is uncommon for girls in the Philippines to leave their hair longer than a day without washing it, however I know that it is better for your hair to leave it. I have been using dry shampoo to refresh my hair between washes. The one I have been using is Suave Dry Shampoo. Anyway, will check in tomorrow and tell you about my washing routine. Jen On 27 Dec 2012, at 12:57, FGK L’Oreal <fgk.loreal@hotmail.co.uk> wrote: Jen, Thank you for your quick response to our email. With regards to the journal: if you could email any photos of the products you use over as well that would be amazing. If you have any questions please email us and we will get back to you as soon as we can. Other than that, feel free to email us your weeks journal whenever you can. Thanks again, Faye, Grace and Katie ________________________________________ From: frmheadtotoe@gmail.com Subject: One week journal Date: 27 Dec 2012 10:35 To: fgk.loreal@hotmail.co.uk Hi guys,
FROM HEAD TO TOE HAIR JOURNAL
14. APPENDIX Of course I would love to do this for you. I was planning to do a hair care tutorial YouTube video anyway. And you have my consent to use my journal recordings in your University project. Thanks, Jen On 27 Dec 2012, at 03:17, FGK L’Oreal <fgk.loreal@hotmail. co.uk> wrote: Hello Jen, This is an email formally requesting that you take part in a week long hair journal which includes all the types of products you use on your hair over the week. Anything special or unique to you would be really insightful. By doing this hair journal you are giving us your consent to include your responses in our research project for University. Your results will be kept in accordance with the Data Protection Act (they won’t be shared with anyone else and will be kept securely). Just to inform you also that we are in no affiliated with L’Oreal. Thank you for your time, Faye, Grace and Katie
FROM HEAD TO TOE HAIR JOURNAL
14. APPENDIX Interaction 1 6th December 2012: @HairCareForum : @kristhajmontemo Hi Kristha, please could you let us know what hair products you use? Please twitpic us a photo if possible! ^.^ @kristhajmontemo: @HairCareForum Loreal shampoo Interaction 2 6th December 2012 @HairCareForum: @naomi_aria Hi Naomi, please could you let us know what hair products you use? Please twitpic us a photo if possible! ^.^ @naomi_aria: @HairCareForum L’occitane volumizing shampoo http://naomiaria.blogspot.co.uk/2012/10/l-volumizingshampoo.html?m=1 Figure 1 & Figure 2 Photos from blog: Interaction 3 6th December 2012: @HairCareForum: @ladybhabha Hi Marsha, please could you let us know what hair products you use? Please twitpic us a photo if possible! ^.^ @ladybhabha: @HairCareForum: Currently Alfaparf Lisse Design shampoo and conditioner pic.twitter.com/o0Jj1vz2 My hair
Figure 3 Interaction 4 6th December 2012: @HairCareForum: @chunva Hi Lonita, please could you let us know what hair products you use? Please twitpic us a photo if possible! ^.^ @chunva: @HairCareForum: Dove shampoo and Rudy Hadisuwarno Hair Mask @HairCareForum: @chunva Thank you very much! Two more questions please! How often do you wash your hair? And how often do you use the mask? :) @chunva: @HairCareForum: 2-3 times a week for both products :p @HairCareForum: @chunva Thank you very much Interaction 5 6th December 2012: Figure 4 @HairCareForum: @2thousandthings: Hi Yuri please could you let us know what hair products you use? Please twitpic us a photo if possible! ^.^ @2thousandthings: @HairCareForum These are my staples pic. twitter.com/4Rrun8Om Figure 4 Interaction 6 7th December 2012: @HairCareForum: @C13v3rgirl Hi Carnellin, please could you let us know what hair products you use? Please twitpic us a photo if
TWITTER FEED
14. APPENDIX possible! ^.^ @C13v3rgirl: @HairCareForum here are a few of the products I’m using right now pic.twitter.com/OUVxlPQY Figure 5 Interaction 7 7th December 2012: @HairCareForum: @SILKEgianti Hi Silke, please could you let us know what hair products you use? Please twitpic us a photo if possible! ^.^
Interaction 9 9th January 2013: @HairCareForum: @prettymuchfifi Hi Fifi, please could you let us know what hair products you use? Please twitpic us a photo if possible! ^.^ @prettymuchfifi : @HairCareForum: I like Matrix Biolage scalp therapie mask!
@SILKEgianti: @HairCareForum hi, i’m using a product from tresemme called heat tammer protective spray :) (re: hair products) @SILKEgianti: @HairCareForum Twitpict the result lockerz. com/s/267084625 Figure 6 Interaction 8 24th December 2012: @HaircareForum: @endi_feng Hi Endi, please could you let us know what hair products you use? Please twitpic us a photo if possible! ^.^ @endi_feng: @HairCareForum Current hair care products that I’m using http://instagr.am/p/Tneg6lGfkl/ @endi_feng: @HairCareForum I wash my hair 1x/day(shampoo & conditioner), hair mask once a week, hair detangler/serum when the hair dryed after washing. Figure 7
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TWITTER FEED
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Figure 1 Figure 2
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Figure 3
Figure 4
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Figure 5
Figure 6
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Figure 7
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TUTORIAL RECORD SHEETS
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TUTORIAL RECORD SHEETS
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TUTORIAL RECORD SHEETS
14. APPENDIX I 26th November – 2nd December Katie - Create Critical Path Grace - Create Chapter/Research Organisation Plan All - Finalise Idea – market, consumer, product • Why we have chosen the product for our pre case product; innovation, ingredients, packaging, brand values • Have a clear understanding on why we have chosen the market; wealth, current market, L’Oreal’s position • All things around the consumer; profiling, needs, values ,hair type, lifestyle etc All – Continue with Secondary Research Faye – Contact influential beauty bloggers for consumer insight Katie – Speak to Hair Salons/Hairdressers for Industry Insight on what consumers needs are and relevant/credible products Grace – Send out questionnaire within the UK, see whether you can reach SEA’s consumers Grace - Start L’Oreal Interim Presentation 3rd December – 9th December All- Continue with Interim presentation MEET TO DECIDE ON HOW WE WOULD LAUNCH THE SELECTED PRODUCT INTO THE ZONE (MARKETING STRATERGY) Faye- What are your results from your primary research? Analyse and post on tumblr Grace – What are your results from your primary research? Analyse and post on tumblr Katie – What are your results from your primary research? Analyse and post on tumblr All – HAVE 3 QUESTIONS TO ASK L’OREAL Katie & Faye – PRESENT TO L’OREAL OUR IDEA SO FAR
10th December – 16th December ALL COMMUNICATE ONLINE VIA FACEBOOK AND TUMBLR WITH RELEVANT RESEARCH (PRIMARY AND SECONDARY) RESULTS AND ANALYSIS THURSDAY 13th DECEMBER – ONLINE MEET to discuss any issues and progress ALL SHOULD BE PINNING ON INSPIRATION FOR OWN PRODUCT RANGE (stage 2) 17th December – 23rd December Katie - Contact Adam for product design mock up agreement All – Decide on who is creating/working on what board (of 3) for L’Oreal submission All – Make sure Board is being worked on (images found, quotes etc) 24th December – 30th December ALL- make sure all group work is complete for other team mates 31st December – 6th January WRITTEN WORDS FOR REPORTS AND BOARDS INSPIRATION SHOULD BE COMPLETED 7th January – 13th January Meet as a team to start preparing rest of criteria for L’Oreal (Presentation, Visual consistency of boards) 14th January – 17th February DESIGN OF PDF FOR REPORT COMPLETION/HAND IN on 8TH FEB COMPLETE L’OREAL HAND IN CRITERIA – PRESENTATION, 3 BOARDS PRACTICE PRESENTATIONS
critical path
14. APPENDIX I 26th November – 2nd December As a group we decided to meet up on Thursdays to coincide with our fortnightly L’Oreal sessions, we used these days to set targets for each week to keep on top of our work. Thursday 18th October We met up for the first time as a group to discuss each of our strengths and weaknesses. We wanted to make sure we had a range, from someone with good visuals, to someone who can write well. We decided on the best way to go about researching L’Oreal, and then left each other to do separate bits of primary research. Attendees: Faye, Grace & Katie. Thursday 25th October We had all done a fair amount of secondary research, and we were planning primary research, making sure two people were to do the same things. The main Primary research we decided on was a survey, questionnaire and talking to SEA bloggers who know about SEA hair. Attendees: Faye, Grace & Katie. Thursday 2nd November Slowly progressing, we all just kept secondary researching and keeping things posted on the blog and Facebook group page, alongside our primary research plans. Attendees: Faye, Grace & Katie. Thursday 22nd November Preparation for the presentation had begun, we delegated ourselves a specific section to focus on to help with the process. Katie was looking at consumers, Grace was researching the market and Faye was looking further into product recommendations. Attendees: Faye, Grace & Katie. Thursday 29th November Each delegated each other tasks in order
to put together the presentation; the presentation was put in sections, market; consumer and product. Attendees: Faye, Grace & Katie. Thursday 5th December Grace wasn’t present for the presentation, although she submitted what she could; Katie and Faye took full run of the presentation. Attendees: Faye & Katie. Thursday 6th December Last minutes preparation for the L’Oreal presentation in front of the L’Oreal board and Tim. Attendees: Faye & Katie. Thursday 10th January First meeting after Christmas break, we all understood we had other work to focus on too, we didn’t set tasks, but we created a chapter plan preparing for when we each started our reports. Attendees: Faye, Grace & Katie. Thursday 17th January We met up to look at what each other had already done, and what we were planning to do. Our main aim for the reports were for them to all include the same information and correlate. Attendees: Faye, Grace & Katie. Thursday 24th January We hadn’t met anymore after this date, we all planned to do our own work and reports, exchanging information because some of us researched more of one sections than others. We all talked about our information and what we were writing to make sure our reports were all correlating and referring to the same research. Attendees: Faye, Grace & Katie.
team minutes
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http://loreal-fgk.tumblr.com/
BLOG URL
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ETHICS CHECKLIST
14. APPENDIX School of Art & Design Declaration Form 2012/13 bafcp3 Module: Negotiated Project Stage 1 Module Leader: Tim Rundle Ref. no: FASH30001 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universityâ&#x20AC;&#x2122;s regulations on assessment contained in its handbook. signed ........................Faye Wilkinson................................................. date .............................14/02/13.......................................................
DECLARATION FORM