Figure 1. Fusion Logo: Team Dovetail image 2013
FAYE WILKINSON N0349937 FASH30002 Live Project Team Dovetail: Faye Wilkinson, Grace Ritchie and Katie Bingham
Colour Packaging Design Team Dovetail image 2013
Contents Introduction Methodology Analysis of Research Methods Market Consumer The Big Idea: L’Oreal Fusion Logo Development Packaging Distibution / Place Marketing Strategy Conclusion List of References List of Figures Bibliography
Prototype Packaging design: Team Dovetail Image, 2013
The aim of this marketing report is to outline the idea for L’Oreal to launch a new hair care product range within the South East Asian (SEA) zone. This project is a part of a two-stage competition created by L’Oreal Brandstorm 2012/13. It focuses on the second part of the brief which asked us to: ‘Develop a new innovative Haircare and Styling product range to attract consumers within the SEA zone with an integrated marketing strategy’ (L’Oreal Brandstorm, 2012, online)
Figure 3 Fall Packaging Design Team Dovetail image, 2013
Through specific market and consumer research, a product range has been developed to fit within the L’Oreal brand portfolio. This product range gives the SEA consumer a new innovation suited to their hair concerns. The integrated marketing strategy has been described and has taken the consumer needs and desires into consideration. L’Oreal has set themselves a business goal to reach one billion consumers worldwide by 2015, they have stated that the SEA market as a new, growing market to help them reach this objective.
“Our ambition for the coming years is to win over another one billion consumers around the world by creating the cosmetic products that meet the infinite diversity of their beauty needs and desires.” (L’Oreal, 2013, Online)
Introduction
It was of upmost importance with this brief to complete very thorough primary and secondary research to ensure that this product range and marketing strategy would be suitable for the SEA consumer. Global trends, packaging and product innovation have also been looked at to ensure that the recommendations made were consistently innovative and breakthrough. L’Oreal is devoted to reaching a diverse range of consumers through the ‘Geocosmetics’ concept. This is a local, ethnographic and ethological approach, which Aghassian of L’Oreal’s Sustainability Development department describes has an in-depth focus on consumer’s behaviours and needs from a cosmetics angle. (2012, online) This is something we wanted to replicate in our research to be a true to L’Oreal as possible. Twitter feed: A research-based Twitter account was continued from stage 1, which enabled us to communicate to consumers directly within the SEA zone. We tweeted women concerning their specific desires and needs. We also used the Twitter feed to distribute our online survey also. This form of research was beneficial in reaching consumers we would otherwise be unable to reach. Online survey: We compiled an online survey to gain a more indepth insight into consumer desires and hair concerns, as well as buying habits. We also used the survey to test out whether our product range was desirable to those surveyed.
Figure 4 Twitter feed primary research screen shot, own image 2013 see Appendix D
Methodology
Beauty blogger email interviews: We also emailed beauty bloggers within the SEA zone, to get a good insight into how appropriate this product range would be. We received good reactions from the bloggers asked, they were very positive and wanted to give us as much feedback as possible. Secondary Research We used a range of online and offline sources to compile our secondary research. We used books, journals, market research databases alongside a wide variety of websites also.
Databases such as Mintel and the L’Oreal Annual report have provided an in-depth understanding of market behaviours surrounding hair care purchasing habits in the SEA zone. Using Emerald journals have also provided us with a vehicle to research innovations in hair care and marketing strategies. We also used Stylus through visits to the Design Forum, a trend forecasting library. Supplementing this magazines, news and articles online have helped across all areas of research, especially trend, consumer insights and market research.
Figure 5 Group visual research board: Team Dovetail image 2013. see Appendix H
Methodology
Despite being situated within the UK we had to overcome this to reach consumers first-hand to ensure our decisions were realistic and viable. The distribution of our primary research methods was directed to the SEA consumer, and due to location limitations there were less responses than if the target consumers were based here in the UK. However, the responses gained were true to the target consumer and therefore much more useful to our research. All ethical considerations were addressed in accordance to University standards, with consent being gained from primary research as much as possible. We explained on Twitter, the online survey and in the email interviews what the information was going to be used for and how the responses given were going to be used in a University report.
Figure 6 Ethics statement for online survey. Team Dovetail image 2013 see Appendix A
Analysis of Research Methods
The personal care and beauty market is estimated to be worth $61 million, an increase of 22% since 2010, globally by 2015, with China being the fourth-largest marketing worldwide alongside Japan and Brazil. (MarketLine, 2011, online). Trefis, the stock analysis company, explained that L’Oreal aims to target 50 million potential
consumers through offering customized products at reasonable price points within
the SEA territory (2013, online). Indonesia,Thailand and The Philippines are emerging, new markets within the SEA region, and are critical for L’Oreal to target if they wish to achieve their target of reaching one billion consumer worldwide. These three countries are currently the largest consumers of beauty products within the zone and L’Oreal is not particularly well established there showing real promise. Euromoniter reports for each country state that cosmetic sales across the zone totalled £7.5 million, 30% coming from Thailand, 23% Indonesia and 21% from the Philippines. (Euromoniter Thailand, 2011) (Euromoniter Indonesia, 2012)
…..……………………..…………….. Thailand ¦ Of $12.2bn beauty sales figures in 2010, 30% of sales were in Thailand. .……….. Philippines ¦ Of $12.2bn beauty sales figures in 2010, 21% of sales were in the Philippines.
Indonesia ¦ Of $12.2bn beauty sales figures in 2010, 23% of sales …..…………………….………….. were in Indonesia. Figure 7 SEA infographic, Team Dovetail image 2013
(Euromoniter Philippines, 2011).
Market
There will be an expected rise in demand for hair conditioners which Euromoniter explains has come from the trend of ‘Urban Dwellers’ straightening, colouring and perming their hair as a part of their modern lifestyles. (2012, online). To compliment this there is also a growing desire for hair treatments as Urban Dwellers are being more concerned with style, which through increased use of heat with increase hair loss problems (2012, online). This consumer trend is vital in creating the most suitable product range suitable for the SEA zone.
Figure 8 Competitors in SEA zone perceptual map, own image 2013
Market
We found that there were four main hair concerns for consumers within the SEA market from both primary research (Blogger insights and Survey results, 2013, see. Appendix B and C) and also secondary research from our previous report (Rosani, 2012, online). Since then we have also discovered the unmet need for conditioning treatments for the hair..
Figure 9 Angelina Cynthia: Blogger from Indonesia [photo] 2013
We also found from looking at other cultures close to the SEA region two key points: - There is a lack of trust with hair products in China as they have been found to contain too many chemicals (Mintel, 2012) - Consumers like to create their own hair remedial hair masks using natural ingredients in India (L’Oreal B, 2012) These are all things that we are using to inform our decision for our product range, ensuring cultural and regional sensitivity in all aspects.
“My hair is like my friend’s hair, it is long and dry and not very smooth. I don’t know how to make it softer, nothing works.”
(Blogger insight, 2013, see appendix C)
Consumer
Consumer
Figure 10 Consumer profile own image 2013
Figure 11Consumer profile own image 2013
The Big Idea Taking all of our research into consideration we came up with what we feel is the most innovative and appropriate for the SEA zone and L’Oreal. We introduce: L’Oreal Fusion. A hair conditioning treatment that combines the very best in science and nature to create the ultimate hair care product. The combination of fresh, natural ingredients and a scientific, breakthrough powder formula generates a revolutionary hair mask. We have designed four different powders that match up with their four fresh ingredient pairings that together combat one of the four hair concerns we found that the SEA consumers suffer from. The consumer purchases a sachet of powder, and mixes this at home in a bowl with a specified amount of the matching household ingredient. They need only use this mask once or twice a month.
Figure 12 L’Oreal Fusion logo: Team Dovetail image, 2013
Figure 13 Fusion Brand Mtrix own image, 2013
Logo Inspiration
Figure 14 Logo inspriation moodboard own image 2013
Logo Inspiration
Figure 15 Logo inspriation moodboard 2 own image 2013
Logotype Development
Figure 16 Logo development moodboard own image 2013
Logotype Development
Figure 17 Logo development moodboard 2 own image 2013
Ingredients / Product Development FUSION REPAIR We researched into the natural and also the scientific ingredients that were suitable for the four hair concerns we were looking at to develop. We had originally decided to also create a Scalp product using Olive Oil, but through product and packaging development we dropped it as we felt there were too many products for launch and also Fall and Scalp were very similar concerns, many of the ingredients crossed over.
FUSION FRIZZ FUSION FALL FUSION COLOUR
Repair Frizz Fall Colour
Honey Avocado Green Tea Coconut Oil
‘mel’ (clarified honey, Epsom salts, liquorice root Sage, burdock root, biotin Methylsulfonylmethane (MSM), seaweed, basil Acacia gum, kaolin clay, rosemary, lavender, thyme, molasses, neem powder
In each formula: Glycerin: Draws water from the air in order to assist in the powder to liquid process Maltodextrin and citric acid: Preservatives Magnesium sulphate sodium citrate: Mild detergent and binds oil and water based ingredients Chlorophenesin: Anti bacterial and anti fungal Sodium coco pg-dimonium chloride: Foaming/cleansing agent
Figure 18 Ingredient breakdown own table 2013
Figure 19 Final fresh ingredients moodboard, own image 2013
SWOT of Product Range
Figure 20 Swot analysis own table 2013
‘Sachets provide an ingenious way of marketing consumer goods often used to face up to challenges such as introducing product lines or confronting economic realities in developing world markets.’
(Bonilla et al. 2011, pg. 7)
Over the next 12-18 months there will be slow but positive economic growth. By 2015 an economic stability will be reached in developed countries (Congressional Business Office, 2013, online). Due to the slow process in reaching an economic stability in developed countries there will be a strong focus on leaner strategies for brands. Sustainability throughout the entire product process to reduce cost and think long-term will have a great impact. Consumers will still seek innovation though in products and packaging. The desire for convenience, value and safety will be combined with a desire for ‘thinking green’ (BPF, 2013, online).. We considered how we could reduce the amount of materials used in packaging within the context of the South East Asian market. Using a sachet would suit the market and the product well. This right-sizing of the packaging is appropriate for the consumers in the region as sachets are often a way of trying a product out before they commit to buying a full-size product, thereby reaching more consumers who have different amounts of disposable incomes.
Figure 21 Colour bottle packaging design, Team Dovetail 2013
Packaging
Packaging Research
Figure 22 Packaging research moodboard, own image, 2013
Packaging Research
Figure 23 Packaging research moodboard 2, own image, 2013
Packaging Research
Figure 24 Packaging research moodboard 3, own image, 2013
Packaging Research
Figure 25 Packaging research moodboard 4, own image, 2013
Packaging Research
Figure 26 Packaging research moodboard 5, own image, 2013
Packaging Research
Figure 27 Packaging research moodboard 6, own image, 2013
These are the original sachet designs we made which was when the product was still called Activate, it is clear how much the product, visual idenity and packaging design have progressed.
Figure 28 and 29 Activate net packaging, Team Dovetail 2013
Figure 30 Photographs of the Activate packaging, Team Dovetail 2013
Packaging Development
Figure 31 Prototype packaging, Team Dovetail 2013
Packaging Development
Figure 32 Prototype packaging 2, Team Dovetail 2013
Packaging Development
Packaging Final Designs
Figure 33 & 34 Final Designs, Team Dovetail 2013
Packaging Final Designs
Figure 35 & 36 Final Designs, Team Dovetail 2013
Fragmented distribution Martin Roll (2009) writes that distribution is not organized in South East Asian countries; regional and fragmented distribution channels replace national channels. There is a vast difference between rural and urban retailers and consumers. This has therefore had an impact on how we are planning to distribute the product; special considerations are being made for the visual merchandising, the pricing and offers and promotional strategies across the channels.
Local brand ambassadors
“As it becomes more difficult to continue the expansion of traditional retail, catalog and online selling channels, many companies will look to direct selling as a guerilla marketing tool and selling channel to fuel growth.” (Duffy, 2005, pg. 43) One way of combatting the varied distribution channels has been to recruit women to sell the products in local areas. L’Oreal will provide training and stock in order to integrate L’Oreal across areas of rural population. Thailand, Indonesia and The Philippines have no existing distribution strategies similar to this. This personal level of interaction with the brand should build trust whilst also reaching otherwise hardto-reach consumers.
Figure 37 Fragmented distribution channels in SEA, own chart 2013
Distribution / Place
Figure 38 Example brand ambassador, from internet, date unknown
Marketing Strategy
Figure 40 Fusion logo, Team Dovetail 2013
The concept for the marketing strategy is based around pairings, this draws on the fact that there are two elements that need to be out together to create the hair mask. The straplines for use across all marketing platforms will be: ‘There’s no two ways about it. It’s the perfect match for your hair’. The double meaning or application of the word ‘match’ reinforces how Fusion is the ultimate product for someone’s hair and also that the product itself matches two ingredients together. Insinuating that nature and science go together very cohesively reflects the macro trend in the opinion that science and nature can work together to better the world, and also society in general (LS:N Trend Briefing, 2013). Focusing on two elements throughout be important in the communication strategy to subliminally reinforce that, although this has never been done before, it is a product to be trusted. Marketing material will include advertisements to be applied across a variety of locations to gain maximum exposure. In urban areas, situational marketing with billboards, bus stops and guerilla marketing style campaigns will drum excitement around the product launch.
Figure 39 Advert with all four formulas, own image 2013
Marketing Strategy
Figures 41 & 42 Fall advertisements, own image including own photography 2013
Marketing Strategy
Figures 43 & 44 Fall advertisements, own image including own photography 2013
Marketing Strategy
Figures 45 & 46 Fall advertisements, own image including own photography 2013
Marketing Strategy
Figures 47 & 48 Fall advertisements, own image including own photography 2013
Marketing Strategy The guerilla style marketing campaign will involve the affordable, household ingredients being given out but branded with L’Oreal swing tags or labels. The copy on the label or swing tag will ask the receiver to find out what the ingredient matches up with and direct them to the nearest store to redeem the free sachet. This, again, enforces the idea that there are two elements to the product and that one cannot work without the other. It also creates excitement around the product launch in an innovative way. In-store different types of visual merchandising for the fragmented distribution channels will also have to be completed. Showing a sensitivity for smaller, local stores in rural areas may give an advantage to L’Oreal over other big brands. The brand ambassadors will be a part of the marketing strategy itself: educating, informing and selling to their peers and neighbours.
Figure 49 Rural local shop display, own image 2013
Marketing Strategy
Figure 50 Bus stop advertisement, own image 2013
Figure 51 Billboard advertisement, own image 2013
Marketing Strategy Research (BBC News, 2012, online) has shown the Facebook penetration of internet users of each country to be: Indonesia: 100% Philippines: 78% Thailand: 45% The proportion of likes and followers seems to follow this trend, but what this means is that much more effort and focus should be put on Thailand and the Philippines in order to make the most of increasing internet usage in these countries. Specialised Twitter or Facebook strategies should be put in place regularly and will be embedded into the marketing timeline. Ensuring that the launch events are integrated onto Facebook events will boost awareness and attendance. Competitions such as ‘invite all your friends to the event’ or ‘share the event on your timeline’ for a prize (such as a sachet) will also increase Facebook likes and awareness of the launch events and the new product launch as a result.
Figures 52 and 53 Twitter and Facebook mock up pages, own image 2013
Conclusion To sum up an appropriate product has been created with the most cultural relevance to South East Asia. The product is innovative and offers consumers the chance to involve themselves in the product process, this ultimately increases trust in the brand as the consumer has a much more personal, interactive experience. The product itself combines new technology with the hair conditioning powder and the remedial value of natural, everyday ingredients. This combination offers South East Asian consumers a compelling reason to use the product. The product launch has also had a fully integrated marketing strategy. Sensitivity to the territory has been considered. The importance of social media and the fragmented distribution channels are two very important element of the communication mix. I am confident that should this product range go to launch in the SEA market it would gain success and assist L’Oreal in reaching their target goal and gain market share in this emerging market.
THE PERFECT MATCH FOR YOUR HAIR
List of References / Word Count List of References
(L’Oreal Brandstorm, 2012, online)
List of Figures
(L’Oreal, 2013, online)
Front Cover Colour Packaging Design Team Dovetail image 2013
(L’Oreal, 2012, online)
Figure 1. L’Oreal Fusion logo: Team Dovetail image, 2013
(MarketLine, 2011, online)
Figure 2 Prototype Packaging design: Team Dovetail Image, 2013
(Trefis, 2013, online)
Figure 3 Fall Packaging Design Team Dovetail image, 2013
(Euromoniter Thailand, 2011) (Euromoniter Indonesia, 2012) (Euromoniter The Philippines, 2011) (Euromoniter Indonesia, 2012) (Euromoniter Indonesia, 2012) (Blogger insights and Survey results, 2013, see. Appendix B and C) (Rosani, 2012, online) (Mintel, 2012) (L’Oreal B, 2012) (Blogger insight, 2013, see appendix C) (Congressional Business Office, 2013, online) (BPF, 2013, online). (Bonilla, 2011, pg. 756) (Roll, 2009) (Duffy, 2005, pg. 43) (LS:N Trend Briefing, 2013) (BBC News, 2012, online)
Word Count: 2084 words excluding quotes
Figure 4 Twitter feed primary research screen shot, own image 2013 Figure 5 Group visual research board: Team Dovetail image 2013. Figure 6 Ethics statement for online survey. Team Dovetail image 2013 Figure 7 SEA infographic, Team Dovetail image 2013 Figure 8 Competitors in SEA zone perceptual map own image 2013 Figure 9 Angelina Cynthia: Beauty blogger from Indonesia [photograph] 2013 Available at: http://www.angelinacynthia.com/wp-content/uploads/2012/06/photo.jpg Figure 10 Consumer profile own image 2013 Figure 11 Consumer profile own image 2013 Figure 12 L’Oreal Fusion logo: Team Dovetail image, 2013 Figure 13 Fusion Brand maxtrix own image 2013 Figure 14 Logo inspiration moodboard own image 2013 Figure 15 Logo inspiration moodboard 2 own image 2013 Figure 16 Logo development moodboard own image 2013 Figure 17 Logo development moodboard 2 own image 2013 Figure 18 Ingredient breakdown own table 2013 Figure 19 Final fresh ingredients moodboard, own image 2013 Figure 20 Swot analysis own table 2013 Figure 21 Colour bottle packaging design, Team Dovetail 2013 Figure 22 Packaging research moodboard, own image, 2013 Figure 23 Packaging research moodboard 2, own image, 2013 Figure 24 Packaging research moodboard 3, own image, 2013 Figure 25 Packaging research moodboard 4, own image, 2013 Figure 26 Packaging research moodboard 5, own image, 2013 Figure 27 Packaging research moodboard 6, own image, 2013 Figure 28 and 29 Activate net packaging, Team Dovetail 2013 Figure 30 Photographs of the Activate packaging, Team Dovetail 2013 Figure 31 Prototype packaging, Team Dovetail 2013 Figure 32 Prototype packaging 2, Team Dovetail 2013 Figure 33 & 34 Final Designs, Team Dovetail 2013 Figure 35 & 36 Final Designs, Team Dovetail 2013 Figure 37 Fragmented distribution channels in SEA, own chart 2013 Figure 38 Example brand ambassador, from internet, date unknown. Available at: http://en.wikipedia.org/wiki/Apron Accessed at: 21st May 2013 Figure 39 Advert with all four formulas, own image 2013 Figure 40 Fusion logo, Team Dovetail 2013 Figures 41 & 42 Fall advertisements, own image including own photography 2013 Figures 43 & 44 Fall advertisements, own image including own photography 2013 Figures 45 & 46 Fall advertisements, own image including own photography 2013 Figures 47 & 48 Fall advertisements, own image including own photography 2013 Figure 49 Rural local shop display, own image 2013 Figure 50 Bus stop advertisement, own image 2013 Figure 51 Billboard advertisement, own image 2013 Figures 52 and 53 Twitter and Facebook mock up pages, own image 2013
Bibliography Bibliography
BBC News (2012) Indonesia's love affair with social media. [online] Available at: http://www.bbc.co.uk/news/world-asia-17054056 [Accessed: 17 May 2013]. Bonilla, C. (2011) "Managerial insights into sachet marketing strategies and popularity in the Philippines", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 5, pp.755 – 772
Martin Roll (2009) Asian Brand Strategy [online] Available at: http://www.asianbrandstrategy.com/2009/12/guidelines-to-emerging-markets-branding.asp [Accessed: 3 May 2013]. Mintel (2012) China – Haircare – June 2012 [report] Trefis (2013) L’Oreal 2012 Sales Release: What We’re Watching -- Trefis. [online] Available at:
BPF (2013) Sustainable Manufacturing: - Design Products for Sustainability. [online] Available at:
http://www.trefis.com/stock/lrlcy/articles/166949/l%E2%80%99oreal-2012-sales-release-what-
http://www.bpf.co.uk/Sustainable_Manufacturing/Design/Designing_Sustainability.aspx [Accessed: 14 May 2013].
we%E2%80%99re-watching/2013-02-07 [Accessed: 23 May 2013].
Congressional Business Office (2013) CBO | Economic Growth Is Likely to Be Slow in 2013 and Pick Up in Later Years. [online] Available at: http://www.cbo.gov/publication/43914 [Accessed: 10 May 2013]. Duffy, D. (2005) Direct selling as the next channel. Consumer Marketing, 22 (1), p.43-35 Euromonitor International (2011) Haircare in Thailand [Report] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/resources [Accessed: 18th Feb 2013].
Euromonitor International (2011) Haircare in the Philippines [Report] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/resources [Accessed: 18th Feb 2013].
Euromonitor International (2012) Haircare in Indonesia [Report] Available through: L’Oreal Brandstorm http://www.brandstorm.loreal.com/resources [Accessed: 18th Feb 2013]. L’Oreal (2013) L’Oreal News and Events [website] Available through L’Oreal http://www.lorealfinance.com/eng/news/international-858.htm [Accessed: 27th Feb 2013) L’Oreal (2013) Sustainable Development [website] Available through L’Oreal http://www.sustainabledevelopment.loreal.com/environment.aspx (Accessed: 12th Feb 2013) L’Oreal B (2012) Focus on Asia. [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/faye-wilkinson [Accessed: 22nd Feb ‘13]. LS:N Global (2013) StrangeDays 2013: [trend briefing] Student Trend Briefing, Broadway Cinema, Nottingham, 24th April. MarketLine (2011) Facial Care: Global Industry Guide [ronline report] Available through http://www.reportlinker.com/p0188830-summary/Facial-Care-Global-Industry-Guide.html (Accessed: 13th March 2013)
Hair Care Survey We are researching launching a new hair care product range in the South East Asian region. The information you provide will used to test the validity of our idea and also gain research into your hair care routine. The information provided will be treated in strictest confidence and you will not be individually identified in any presentations of the results. All questionnaires will be kept in accordance with the Data Protection Act and destroyed at the end of the project
1) Are you male or female? Female Male 2) How old are you? 18-24 25-34 35-44 44+ 3) Which country do you live in? UK US Thailand The Philippines Indonesia Other country in South East Asia Other 4) Are you‌? Employed Self-employed Unemployed Housewife Student Other 5) Number of children under 18 in your household? 0 1 2 3 4 5+
Every other day More than twice a week Once a week Less than once a week 8) Do you condition your hair every time you wash it? Yes No If I have the time Most of the time 9) Do you use deep conditioning hair treatments? Yes No Once a week Twice a week Once a month Less than once a month 10) Do you have any of the following hair concerns? Your hair is damaged and dry Your hair is uncontrollable and frizzy You colour your hair so it needs special care You have problems with your scalp You have problems with hair fall or thinning We are looking at creating a hair conditioning treatment powder which you mix at home with a natural, fresh ingredient. For example, you may have a powder for damaged hair that you mix with honey and water that you use once every two weeks. 11) Would this kind of product interest you? Yes No Maybe Not sure
6) Are you the primary grocery (food/househiold items) shopper in your household? Yes No Yes, but I share responsibility with someone else 7) How often do you wash your hair? Twice a day Once a day
Appendix A: Blank Online Survey
1) Are you male or female? Female 100% Male 0%
Most of the time 18% 9) Do you use deep conditioning hair treatments? Yes 32% No 14% Once a week 32% Twice a week 27% Once a month Less than once a month 5%
2) How old are you? 18-24 59% 25-34 28% 35-44 14% 44+ 0% 3) Which country do you live in? UK 5% US 0% Thailand 28% The Philippines 28% Indonesia 37% Other country in South East Asia 5% Other 4) Are you‌? Employed Self-employed Unemployed Housewife Student Other
23% 0% 5% 5% 68% 0%
5) Number of children under 18 in your household? 0 90% 1 5% 2 0% 3 5% 4 0% 5+ 0%
10) Do you have any of the following hair concerns? (more than one) Your hair is damaged and dry 45% Your hair is uncontrollable and frizzy 23% You colour your hair so it needs special care 32% You have problems with your scalp 37% You have problems with hair fall or thinning 18% We are looking at creating a hair conditioning treatment powder which you mix at home with a natural, fresh ingredient. For example, you may have a powder for damaged hair that you mix with honey and water that you use once every two weeks. 11) Would this kind of product interest you? Yes 59% No 9% Maybe 18% Not sure 14%
6) Are you the primary grocery (food/househiold items) shopper in your household? Yes 90% No Yes, but I share responsibility with someone else 10% 7) How often do you wash your hair? Twice a day 5% Once a day 32% Every other day 37% More than twice a week 14% Once a week 14% Less than once a week 0% 8) Do you condition your hair every time you wash it? Yes 55% No 0% If I have the time 27%
Appendix B: Survey Results
From: fgk.loreal@hotmail.co.uk Subject: Hair mask Date: 23rd March 2013 14:43 To: me@angelinacynthia.com
From: fgk.loreal@hotmail.co.uk Subject: Hair mask Date: 23rd March 2013 14:45 To: nadiaaponno@gmail.com
Hi Cynthia, Thanks for agreeing to take part in this email interview. We just have to mention the following: By doing this email you give us consent to include your responses in a research report for our University studies. We are in no way affiliated with L’Oreal. We would like to know about your hair concerns firstly. And then we would like to know your feelings on using a new deep conditioning hair mask that combats your particular concern. It is a scientific powder formula that you then mix with a fresh, household ingredient at home. Thanks for your time, Faye, Katie and Grace
Hi Nadia, Thanks for agreeing to take part in this email interview. We just have to mention the following: By doing this email you give us consent to include your responses in a research report for our University studies. We are in no way affiliated with L’Oreal. We would like to know about your hair concerns firstly. And then we would like to know your feelings on using a new deep conditioning hair mask that combats your particular concern. It is a scientific powder formula that you then mix with a fresh, household ingredient at home. Thanks for your time, Faye, Katie and Grace
________________________________________ From: me@angelinacynthia.com Subject: Hair Mask Date: 25th March 2013 17:56 To: fgk.loreal@hotmail.co.uk
________________________________________ From: nadiaaponno@gmail.com Subject: Hair Mask Date: 2nd April 2013 16:56 To: fgk.loreal@hotmail.co.uk
Hello,
Hi Katie, Grace and Faye!
My hair concern is that it is not very healthy. It is dry at the ends and not very shiny.
This sounds very fun! My problem with my hair is that it is dry. My hair is like my friend’s hair, it is long and dry and not very smooth. I don’t know how to make it softer, nothing works.
The hair mask sounds interesting, I think I would try it to see if it worked on my hair. Cyn ________________________________________ From: fgk.loreal@hotmail.co.uk Subject: Hair mask Date: 27rd March 2013 11:17 To: me@angelinacynthia.com
If your hair mask would make my hair softer I would use it. I like to mix it at home, that sounds fun! Thx, Nadia ^^ ________________________________________
Hi Cynthia,
From: fgk.loreal@hotmail.co.uk Subject: Hair mask Date: 4th April 2013 12:02 To: me@angelinacynthia.com
That’s great, thank you for answering our two questions.
Hi Nadia,
Faye, Katie and Grace
Thank you so much for answering our questions, your answers are great! Thanks again, Faye, Katie and Grace
Appendix C: Blogger Emails
Appendix D: Twitter Feed
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Tutorial Record Sheet 2012/13
School of Art & Design
Module: Research Project Stage 2 Ref. no: FASH30002 Date: Thursday 28th February Name : Katie, Faye & Grace
Tutorial / Seminar Record Sheet Work to bring / prepare for session:
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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Tuesday 12th March: Presenting to L’Oreal Name : Faye, Grace & Katie
Tutorial / Seminar Record Sheet Work to bring / prepare for session: Presentation to L’Oreal: Product range and marketing ideas
Beginnings of primary research Continuation of research from last term Start defining product idea
Learning issues to discuss in session:
Learning issues to discuss in session:
The difference in work between first and second term The format for the visual portfolio Crediting different group member’s work within individual work
Marketing strategy?? Concept for product range
Feedback from session:
Feedback from session:
Decide on creative outcomes as soon as possible Decide on product range Test this product range out to see whether it would work in SEA zone
Finalised idea for product range Decide on a concept for the marketing strategy
Tasks for next session:
Tasks for next session:
Start preparing for presentation for L’Oreal
Ingredients, packaging, product name, etc decided and finished Primary research pretty much done Testing finalized product idea
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)
Signed (student)
Signed (student)
Appendix E: Tutorial Record Sheets
School of Art & Design
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Tutorial Record Sheet 2012/13
School of Art & Design
Module: Research Project Stage 2 Ref. no: FASH30002 Date: Monday 22nd April: Interim Presentation Name : Faye, Grace & Katie
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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Thursday 25th April Name : Katie, Faye & Grace
Tutorial / Seminar Record Sheet Work to bring / prepare for session:
Tutorial / Seminar Record Sheet Work to bring / prepare for session:
Interim presentation Prototype packaging ideas (pyramid sachets)
New product name and strapline Use this to create creative outcomes/marketing strategy
Learning issues to discuss in session:
Learning issues to discuss in session:
Concept for marketing strategy Develop packaging
Format of visual portfolio Content of last project to this project, do we recap things or state them again?
Feedback from session:
Feedback from session:
Distribution/brand ambassador idea good Product name good, but concept weak Product concept good: hair mask powder mixed with natural ingredients at home
Good product name (Fusion) and strapline (its the perfect match for your hair) Think about how to cleverly integrate this concept into marketing strategy
Tasks for next session:
Tasks for next session:
Finalise marketing strategy Go back to drawing board with product name and packaging
Everything finished, finalized and creative outcomes done
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)
Signed (student)
Signed (student)
Appendix E: Tutorial Record Sheets
School of Art & Design
fcp3
Tutorial Record Sheet 2012/13
L’Oreal team minutes Date 12/03/13
Attendees Katie, Grace and Faye
Tutorial / Seminar Record Sheet Work to bring / prepare for session:
8/04/13
Katie, Grace and Faye
Final product range done Final marketing strategy done Beginnings of visual portfolio individually
9/04/13
Katie, Grace and Faye
21/04/13
Katie, Grace and Faye
27/04/13
Katie, Grace and Faye
3/05/13
Katie, Grace and Faye
7/05/13
Katie, Grace and Faye
9/04/13
Katie, Grace and Faye
ba
Module: Research Project Stage 2 Ref. no: FASH30002 Date: Thursday 9th May Name : Katie, Faye & Grace
Learning issues to discuss in session: Whether to keep working as a group How to credit each other Format of report writing
Feedback from session:
Splitting up as a group Share all work before this but state at which point we separated
Aims & Outcomes Today we had our presentations with Tim and L’Oreal, we wanted to come up with a final product so we can start the advertising and marketing sectors of this project. At the end of the day we had come up with a product range idea, a name and we were beginning to look at ingredients and the more in-depth points of creating a brand new product. Current product name: L’Oreal Activate Today we met and discussed our idea; we sat and went through ingredients and chose finals colours. We decided what our ‘FIVE product’ product range will have; it will tackle five different problems which we found to be the biggest problems in SEA. Today we were preparing for our presentation for the next day. Grace put the presentation PowerPoint together, Faye was researching marketing campaigns and Katie was creating our product look and packaging. Unfortunately we was unable to present the presentation because Tim was unwell so we managed to get a lot of group work done along with decisions and designs. Up until today we have been doing our own work and bits of L’Oreal. We met today because Tim has confirmed presentations will be on tomorrow and we had to finish our PowerPoint. Right now we are feeling confident about L’Oreal more than last term, we feel like our idea is good and we are really going somewhere. We had feedback with Tim and he explained how much he loved our product concept. Because he really liked our idea he felt that we needed a really fitting marketing strategy. From this we decided to go away and think of marketing strategies according to ‘pairs’. Our team came up with the idea of playing with the concept of pairs, (i.e. Peanut butter & Jam). We tried thinking of marketing concepts surrounding this idea, as well as finishing the product mock ups. Current product name: L’Oreal Fusion. Today we met and decided to work on social media marketing, we came up with images which could be sent through Twitter and Facebook asking for consumers thoughts and feedback. We decided to carry on the teamwork separately from today because we all had different deadlines and were managing our times seperatly.
Tasks for next session: Finish visual portfolio!
Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)
Appendix E: Tutorial Record Sheets
Appendix F: Team Minutes
Appendix G: Critical Path
Lost the copy of April in duration of the project
Appendix H: Group Pinterest Boards
Appendix H: Group Pinterest Boards
Appendix I: Ethics Checklist
Nottingham Trent University School of Art and Design
Appendix J: Declaration Form School of Art & Design
Ethical Clearance Checklist for individual student projects To be completed by the student for an individual project that involves the collection of primary data this includes images, drawings, photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design Ethical Guidelines and Framework for Research and Practice Undertaken by Students.
Section A: About the research
ba
fcp3
Declaration Form 2012/13
Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002
Name: Programme of Study: Module Title and Reference Number:
Faye Wilkinson Fashion Promotion and Communication FASH30002: Live Project Stage 2
I confirm that this work has gained ethical approval and that I have faithfully observed the
Name of module leader/supervisor responsible for the management of the project Duration of project Project title
Tim Rundle 3 months L’Oreal
This submission is the result of my own work. All help and advice other than that received
terms of the approval in the conduct of this project.
from tutors has been acknowledged and primary and secondary sources of information have
Section B: Training and experience
been properly attributed.
Have you had previous experience of or been trained in the methods employed to collect data, and/or discussed with your supervisor? Have you been informed, given guidance, had issues outlined in relation to research ethics and consideration in relation to your project?
yes
Should this statement prove to be untrue I recognise the right and duty of the board of
yes
examiners to recommend what action should be taken in line with the University's regulations on assessment contained in its handbook.
Section C: Methodology/Practice/Procedures Does your proposed study involve procedures which are likely to cause physical, psychological, social or emotional distress to participants or yourself? Does your proposed study involve the use of hazardous materials, other than those currently covered by the School Health and Safety procedures?
yes
signed .....................Faye Wilkinson....................................................................
yes
date ............................24/05/13........................................................................
Section D: Ethical checklist Does your project involve observing/questioning/the use of people in any way? Yes Please complete the remainder of the form No Go straight to Compliance with ethical principles and Declaration Does your study involve vulnerable participants as described in the Student Ethical Toolkit? Does your study involve observation and/or recording of identifiable participants without their knowledge? Will participants give informed consent freely and be fully informed of the study and of the use of any data collected? Will participants be informed of their right to withdraw from the study? Will all information on participants be treated as confidential and not identifiable unless agreed otherwise in advance and subject to legal requirements? Will any recordings of participants be securely kept and not released for use by third parties? Will storage data comply with the Data Protection Act 1998?
yes yes no no no
n/a n/a n/a n/a n/a
no no
n/a n/a
If you have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A full submission to the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues raised by the project and the proposed approach to deal with these.
Compliance with Ethical Principles
If you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is deemed to conform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC. Please sign the declaration below, and lodge the completed checklist with your supervisor.
Declaration
I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research discipline. Name of student: …………Faye Wilkinson………………………………… Signature of student ………………………………………………………………………………. Signature of supervisor/module leader ……………………..…………………………..………. Date …………………………………………24/05/13…………………….. Form reviewed October 2011, final copy 14.10.11