Stage 1: Research Stage by Hasina Hoque

how is the shift towards natural ingredients in beauty impacting the attitudes and purchasing behaviours of female consumers? hasina hoque stage 1

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Strategic & Creative Solutions Stage 1

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contents Chapter 1: Introduction......................................................... Pg.6-8 1.1: Rational..........................................................................................Pg.8-9 Chapter 2: Theoritical Framework........................................Pg.11 2.1: The Evolution Of Natural Cosmetics.....................................Pg.12-13 2.2: The Rise In Consumer Demand For Natural Ingredients...........................................................................Pg.13 2.3: Defining “Natural” and “Organic”...........................................Pg.14-15 2.4: Defining Customer Loyalty......................................................Pg.16-17 2.5: Factors Affecting Purchasing Motivations...........................Pg17-19 Chapter 3: Methodology........................................................Pg.21 3.1: Aims and Objectives..................................................................Pg.22 3.2: Overview of the Research Study............................................Pg.22 3.3: Sample..........................................................................................Pg.22 3.4: Methods.......................................................................................Pg.22-25 3.5: Data Analysis.............................................................................Pg.26 3.6: Limitations...................................................................................Pg.26-27 Chapter 4: Dicussion..............................................................Pg.29 4.1: External Factors Affecting The Natural Beauty and Personal Care Sector..................................................Pg. 30-31 4.2: Clean Living.................................................................................Pg.32-33 4.3: Attitudes Towards Natural Ingredients................................Pg.34-35 4:4: Ingredient Awareness...............................................................Pg.36-37 4.5: Factors Affecting Purchasing Intention of Beauty Products.................................................................................Pg.38-39 4.6 Consumer’s Realtionship to Beauty Brands.........................Pg.40-41 Chapter 5: Key Insights.........................................................Pg.42-49 Chapter 6: Conclusion...........................................................Pg.50-52 6.1: Opportunities............................................................................. Pg.52 6.2: Research Limitations and Further Research..................... Pg.52-53 Appendicies............................................................................Pg.55 Appendix 1..........................................................................................Pg.56 Appendix 2: In-depth Interviews...................................................Pg.56-168 Appendix 3: Online Survey Results...............................................Pg.169-180 Appendix 4: Video Diaries..............................................................Pg.181-235 Appendix 5: Industry Interviews.................................................. Pg.236-248 Appendix 6: Empirical Research....................................................Pg. 249-251 Appendix 7: PESTLE Analysis.........................................................Pg.252-253 Appendix 8: Gantt Charts...............................................................Pg.254-255 References.......................................................................................... Pg.256-258 Bibliography....................................................................................... Pg.259-262 Figure References............................................................................. Pg.263-264

stage 1

chapter 1 introduction

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introduction T

he cosmetics industry is a fast-paced market where continuous product innovation is key for growth and success (Sameer, 2006 as cited by Syazana and Hashim, 2015). The Global Wellness Institute (GWI) (2017) states that, “The Beauty and Anti-Ageing sector is worth $999bn; one of the biggest contributing sectors to the $3.7 trillion Global Wellness Economy.”*

(e.g. students, single professionals etc) on brand loyalty amongst Millennials, arguing that a marketing approach based solely on generational segmentation will lead to failure. He concludes that it is important to consider the consumer lifestage when oﬀering a type of product or service.

1.1: Rationale

In recent years, the cosmetic industry has seen a growth in demand for natural products as a result of consumer response to a healthier lifestyle. (Vesselina, 2009 as cited by Syazana and Hashim, 2015). It is predicted that by 2025, the organic and natural personal care market will grow to £18billion** (Grand View Research, 2016) as more conscious consumers drive organisations to innovate in the natural cosmetics sector (Alice, 2008 as cited by Syazana and Hashim, 2015). The demand in natural cosmetics is a result of more consumers paying attention to the ingredients in skincare products specifically those containing chemicals that may cause harmful side eﬀects (Technavio Research, 2016).

Despite the positive growth, the natural cosmetics market is an under-researched area (Matić and Puh, 2015). Whilst consumer behaviour towards the organic food industry has been researched, very little has been published in response to consumer behaviour towards natural cosmetics, consumers’ purchase decisions and attitudes towards natural personal care and cosmetic products (Matić and Puh, 2015). As consumer interest in health and environmental issues is increasing, this research report will seek to provide a better understanding of the female consumers’ attitudes and behaviours towards natural cosmetics. With more substantial knowledge marketers and manufacturers of the natural cosmetics market, can provide better products and eﬃcient strategies to motivate female consumers to purchase organic and natural beauty products and retain customer loyalty, thus increasing the financial benefits of the market sector. A professional rationale for undertaking this research project is to enhance existing interest and knowledge of the subject matter which will assist towards career development within the beauty industry further in the future.

Women typically buy more beauty products than men (Mintel, 2017) and research from Key Note (2000, cited by M2 Presswire, 2002) highlights that the most significant consumer groups for cosmetics is women aged 18-25 and those over 45. Similarly Raphael (2017), suggests that the strongest demographics to engage in natural beauty are younger Millennials (18-25) who are concerned about environmental impact and those aged 40 and over who are focused on health benefits. The study from Matić and Puh (2015), found consumers who are more likely to purchase natural cosmetics would be women regardless of their age.

* Please note that this is the direct quote. Should the figure be converted to GBP it is equivalent to £723,305,970,000 at a rate of GBP/USD = 0.72403 on the 17/01/18.

Gurãu (2012) draws on the works of BrandAmplitude, (2009) and Greenberg, (2011) claiming that Millennials are environmentally conscious individuals who will spend more than previous generations but display low levels of brand loyalty when compared to older generations. It is important to note that Gurãu, (2012) points out the influence of specific consumer life-stages

** Please note that this figure has been converted to GBP from USD which is equivalent to $25billion at a rate of GBP/USD = 0.72403 on the 17/01/18. 8

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chapter 2 theoretical framework

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theoretical framework 2.1: The Evolution Of Natural Cosmetics The beneficial use of natural ingredients in beauty such as plant extracts can be traced back as far as the 16th-17th century where Rose was used being used to soothe the skin and Thyme was being used as an antiseptic to treat wounds (Lord, Brous and Scruby, 1991). Moving towards the early 21st century, the nineties saw an increase in Aromatherapy, Thalassotherapy and Hydrotherapy as holistic treatments. Natural products and remedies were inspired from food health-stores to cosmetic counters (Lord, Brous and Scruby, 1991). Today, the trend of living healthy holistically is influencing an increasing number of consumers’ perceptions towards natural products (Matić and Puh, 2015). In the present day, commitment to female beauty is achieved holistically thus avoiding the narrowly defined idealisations and standards associated to traditional femininity (Macnevin, 2003). A holistic approach “oﬀers the hope of achieving natural balance of mental, bodily, and spiritual well-being” (Macnevin, 2003).

2.2: The Rise In Consumer Demand For Natural Ingredients Many authors (Pudaruth, Juwaheer, and Seewoo, 2015; Datamonitor 2011; Ui-Hoon, 2017; Technavio Research, 2016), highlight the rise in consumer demand for natural and organic ingredients within the beauty industry. Technavio Research (2016) reports that the global organic skincare products’ market is expected to grow at a CARG of over 10% by 2020 as an increasing number of consumers are paying attention to the ingredients within products opting for more natural or organic alternatives over those that contain ingredients with potentially harmful side eﬀects. Similarly, research from Datamonitor (2011), reports that 37% of consumers opt for natural alternatives of personal care products either all the time or most of the time due to growing concern regarding synthetic chemicals in cosmetics.

innovation are key drivers of the modern cosmetic industry (Matić and Puh, 2015). As consumers have become more concerned about a youthful appearance, health and the quality of cosmetics the production and consumption of natural products has grown (Matić and Puh, 2015). Research suggests (Pudaruth, Juwaheer, and Seewoo, 2015), that the influence of female consumers is more dominant in the beauty industry due to their considerable purchasing power. Women are engaging towards healthier lifestyles as it is believed that natural cosmetics harmonises self-image, health-risks and feminism. (Pudaruth, Juwaheer, and Seewoo, 2015). Supporting this gender diﬀerence the study from Matić and Puh (2015), found that the probability of purchasing intention towards natural cosmetics was the highest in women who have a tendency towards health consciousness, purchasing organic food and are more aware of the benefits of natural and organic products. However, Matić and Puh (2015) highlight that there is inconsistent literature regarding the significance of health consciousness on the intention to purchase natural cosmetics, which may be due to the lack of universal certification and clarity of natural and organic products. Furthermore, the study draws on the works of Cerevellon et al. (2011), who suggested that there are 3 categories of green consumers: 1. The health-conscious consumer: a consumer who purchases for their own health benefits. 2. The environmentalist: who will purchase green products to contribute to the protection of the environment. 3. The quality hunter: who believes that green products have a superior taste/performance.

Although the growing interest in natural products has fuelled a demand for preservative-free cosmetics, logistical problems such as a shorter The natural cosmetics market has grown in shelf-life and rapid loss of sterility after opening response to consumers and marketers reacting to has created diﬃculty for natural cosmetics media regarding healthy lifestyles (Matić and Puh, to compete against conventional mainstream 2015). Technological advancements and constant cosmetics thus requiring additional work. (Datamonitor, 2011) stage 1

2.3: Defining “Natural” and “Organic. Many attempts have been made to distinguish the diﬀerences between the term “organic” and “natural” but the boundaries between the two blur. In this research report, the term ‘natural’ will be used in it’s broadest sense to refer to natural and organic beauty and personal care products.

Due to the ambiguous regulations surrounding the labelling of natural and organic products, there is a growing concern regarding deceptive marketing of ingredients that claim to be more natural and organic than they are formulated to be (Bowers, 2009). The confusion and lack in universal certification has led to a distrust in labels claiming to be “organic” and “natural”, suggesting that companies should provide more transparency about what is natural and the benefits consumers would gain by using such personal care and beauty products (Matić and Puh, 2015). Despite such conditions regrading the cosmetics market, consumers hold positive connotations to the word natural signalling a product is healthy and has premium traits (Datamonitor, 2011).

Paula Begoun, as cited by Blain (2007), states that there is no cosmetic regulation of the term natural; it is simply a marketing ploy. Blain (2007) further summarises Begoun’s work suggesting that consumers may be better off seeking “effective” products as incorrect labelling of the term “natural” could be just as problematic as products with man-made ingredients. Various authors as cited by Blain, (2007) suggest that consumers must be buyer aware and take a deductive approach to understand what is included in the ingredients’ list. Cole (2014), argues that the term natural is subject to various interpretations by consumers and there is a tendency for consumers to perceive natural and organic as identical and such perceptions are reinforced through juxtaposed marketing. Although it is difficult to establish a universal definition, it is widely accepted that natural products are free of additives and include minimal processing (Cole, 2014). The complexity of ingredients’ labels of cosmetic and personal care products, especially those on conventional products, has led to a great deal of misinformation surrounding natural products and uninformed consumers (Clute, 2007). Furthermore the confusion between “natural” and “organic” is fuelled by the lack of universal standards and regulations for cosmetic and personal care products. In a company survey from Burt’s Bees consisting of 500 women, 78% of respondents thought the term “natural should be regulated” and 83% thought there should be one meaning for “natural” (Clute, 2007). 14

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2.4: Defining Customer Loyalty A new research study from Techavio Research (2016) states that brand loyalty and brand image are key features for the foundations of the organic skincare market. Techavio analysts state that consumers will often stick to familiar brands but seek variety in product offering; thus providing continuous innovation is one of the major drivers. A large and growing body of literature has investigated into the areas of customer loyalty resulting in numerous definitions from various authors. At it’s simplest form customer loyalty is defined as a commitment of repeated purchasing behaviour of preferred products and services (Khan, 2013) which ultimately, will provide long term-financial stability through sales, profits and shareholder value (Duffy, 2003). Heskett et al, (1997 as cited by Gurãu, 2012) claim that the general assumption of a loyal customer is those who make repeat purchases and in hindsight then recommend the brand to another customer. Several researchers propose numerous significant benefits of a loyal customer to a business. (Gupta et al, 2004 — see Sethna and Blythe, 2016; Khan, 2013; Duffy, 2003). The most obvious benefits of building loyalty is economic benefits (Duffy, 2003). Both Gupta et al, (see Sethna and Blythe, 2016) and Khan (2013), report that a 1% improvement in customer retention leads to a 5% improvement in business profitability. Njite, Kim and Kim (2008) however, state that unlike the occurrence of “mass switching” — where a large number of customers switch to another brand in a short period of time — the loss of a single customer is not detrimental to the finical stability of company. Khan (2013) draws on the work of Reichheld & Sasser (1990) who suggested that loyal customers are less sensitive to price, more willing to try new products/service and make recommendations to others. Loyal customers therefore provide a stable source of income to a business as oppose to the acquisition of new, opportunistic clients (Gurãu, 2012). Similarly Duffy, (2003) argues that acquisition of new customers alone will not ensure long term success. Marketers should provide a balance of customer retention and development to build loyalty and gain shareholder value when attracting new customers (Duffy, 2003).

satisfied with the current service they receive from a brand, they will often switch to a new service provider (Njite, Kim and Kim, 2008). The view that customer satisfaction does not generate loyalty, is supported by Sethna and Blythe (2016) who draw on research from East et al (2006) which found no evidence that satisfaction necessarily equals loyalty, but rather personal recommendations thus resulting in the recruitment of new customers. From this, Sethna and Blythe (2016) conclude that loyalty cannot in many ways be bought. As a result of the challenges proposed, exclusive loyalty should only be considered as one category amongst other customer loyalty behaviour categories (Gurãu, 2012). Gurãu (2012), further goes on to categorise customer loyalty behaviour into 4 concepts building on existing definitions proposed by Dr. George H Brown in 1953 which can be used to define various patterns of loyalty behaviour: 1. Exclusive loyalty: the customer will exclusively only buy one product or service brand. 2. Shifting loyalty: the customer will frequently buy only one product service or brand, but will occasionally try other brands with the persuasion of novelty or special promotions. 3. Shared loyalty: the customer will exclusively buy two or three brands within the same product category. 4. Fragmented loyalty: the customer will buy a vast range of brands often switching frequently.

2.5: Factors Aﬀecting Purchasing Motivations Matić and Puh (2015) summarise the work of Tsakiridou et al. (2008) and Rybowska (2014) suggesting that there is a significant gap in the intention to purchase and actually purchasing green products due the assumption that these products are perceived as not accessible and expensive.

Dissatisfaction between where a consumer currently is and where they want to be is essentially what drives a change in behaviour and ultimately explains why consumers make a Gurãu (2012), states that the postmodernist switch in the products and services they consume society “encourages customers to seek novel (Sethna and Blythe, 2016). Understanding what products or improvements of existing oﬀers.” As motivates and drives consumers to buy particular a result, customer satisfaction does not directly products allows marketers to clearly communicate generate absolute loyalty (Sethna and Blythe, how they can meet consumer needs (Sethna and 2016) and regardless of whether a customer is Blythe, 2016). Sethna and Blythe (2016) suggest stage 1

that “needs are the basis of all motivation”.

benefits (Sethna and Blythe, 2016). Alternatively, Barden (2013) identifies two basic motivational drivers: “Promotion” (a gain from consuming the product) and “Prevention” (avoiding loss by consuming the product). Understanding which focus is dominant for the consumer will have direct implications on the eﬀectiveness of communication (Barden, 2013).

Perhaps the most well-known motivation theory is to be found in the work of Abraham H. Maslow’s book, Motivation and Personality (1954) which outlines “Maslow’s Hierarchy of Needs” (see Fig 6) (Sethna and Blythe, 2016). Although the theory is widely referred too, many authors have criticised the simplicity of the theory (Sethna and Blythe, 2016). Cofer, (1955) criticises the theory for placing too much importance on the need for self-actualisation and overlooking the importance of other needs such as food, water, safety etc.

In his article, Duffy (2003) emphasises that building successful customer loyalty is a two part approach consisting of internal and external factors. Firstly it is about clearly defining the internal factors such as who is the brand and what do they do. It is important to build an internal environment which encourages loyalty in all aspects of the business from the customer to the employee (Duffy, 2003). Secondly, it is about creating external marketing programs which enhance customer experience with the brand, this will result in more involvement from the customer and tangible loyalty (Duffy, 2003). He further summaries that brands are defined by experiences and customers demand genuine value. Creating a brand that encourages internal loyalty creates a platform to build external marketing tactics to strengthen loyalty (Duffy, 2003).

An alternative approach to understand motivation comes from Herzberg (1966, as summarised by Sethna and Blythe, 2016) who claims that there are two groups of factors which influence motivation. The first group are motivators which differentiate products against competitors and the second group are hygiene factors which are core product features consumers expect. The absence of such factors would cause the “disease” of demotivation. Although the theory is “undoubtedly useful” Sethna and Blythe (2016), argue that it is difficult to generalise a universal set of hygiene factors to all consumers due to differentiating priorities.

Dubey (2014), studied the eﬀects of sales promotion on customer loyalty. He argues that receiving incentives with a purchase is a major factor in the decision making process for a product as it oﬀers consumers a tangible benefit. As sales

It has been argued that both motivation theories fail to consider pain avoidance and whilst needs are the basis of motivation, there is a diﬀerence in the need to avoid pain and the need to acquire

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promotion becomes a popular promotional tool to push consumer products, customers now expect to receive incentives thus leading to a generation of deal loyal consumers as oppose to brand loyal (Dubey,2014). However it is important to note that Dubey, (2014) also draws on the work of Hammond and Ehrenberg (2001) who state that price promotions would not lead to increased sales, specifically of FMCG (Fast Moving Consumer Goods) products e.g. shower/bath products, once the promotion is withdrawn and the heaviest users of price promotions are those who currently buy into the brand. Sethna and Blythe (2016), classify consumer motivations into 6 categories (see Appendix 1) arguing that emotional and dormant motives are the most prominent. In his book “Decoded: The Science Behind Why We Buy”, Barden (2013)claims that whilst “emotion” is a key concept in marketing the need to “emotionally connect” with consumers is actually a barrier for eﬃcient marketing. He further goes on to explain that marketing will often focus on the emotional benefits that drive purchasing decisions. Consumers associate such benefits to well-being or feeling good when they purchase a product, thus purchasing behaviour is driven by positive emotions (Barden, 2013). However the discussion in eﬀective marketing centres around whether emotional or rational benefits are more important to a consumer (Barden, 2013). Hard facts (such as price, product features etc ) are classified as rational, soft facts

(such as brand, image) are classified as emotional (Barden, 2013). Where one person may believe in the power of emotions, another may believe in the power of rational information, thus Barden (2013) concludes that emotions solely are too vague, subjective and generic, suggesting the interconnection of both rational and emotional features for successful marketing. Contrary to Barden, US leading skin and beauty care company, Beiersdorf North America demonstrate the eﬃciency of emotionally connecting with their consumers by understanding “how they want to feel, what they want to feel, and who they listen to” (Retail Merchandiser, 2009). Ian Holding, president of leading skin and beauty care states that the core of their business is providing “touchably beautiful skin [as] an emotional benefit” through the use of their skincare products (Retail Merchandiser, 2009). The launch of the “Touch and Be Touched” platform for one of their main product lines Nivea, brought emotionality to the hand and body category which previously focused only on functional benefits (Retail Merchandiser, 2009). The result was double digit sales and increased marketshare, thus providing a clear case of the benefits of emotionality in marketing (Retail Merchandiser, 2009). This view is supported by Cole (2014), who suggests that although consumers may have the intention to change their behaviour, initiatives that impact emotions and feelings may be needed to persuade the change to take place.

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chapter 3 methodology

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methodology 3.1: Aims and Objectives ideas for Stage 2 (Hair and others, 2007). However, there will be elements of a deductive approach to form an explanatory framework based on a mixture of the theory obtained from the literature reviewed and the themes that emerge from the research analysis. (Saunders, Lewis & Thornhill , 2016).

Aim: To investigate consumers’ purchasing behaviour towards natural beauty products and the factors that aﬀect customer loyalty to beauty brands. Objectives: 1. Investigate a demographically diverse range of consumers’ perceptions and relationship to natural ingredients within beauty. 2. Analyse the marketing and communication strategies of natural beauty brands and asses how they are eﬀecting consumer buying behaviour. 3. Examine the consumer attitudes that are driving a shift towards natural beauty brands and speculate how this may create new opportunities for innovation within the beauty sector. 4. Critically evaluate the theoretical principles of holistic well-being with a particular emphasis on consumer demand for natural ingredients and what factors impact consumer loyalty to beauty brands.

3.3: Sample Self selection sampling was used in which participants identified their desire to voluntarily participate (Saunders, Lewis & Thornhill , 2016). The needs of the sample were publicised and data was collected from those who responded and took an interest. The intended sample consisted of female consumers across two demographics: Millennials and Generation X consumers based in the U.K, including students, employed and unemployed women from a mix of ethnicities.

3.4: Methods As the purpose of the study is both exploratory and explanatory a mixed methods approach combining both quantitive and qualitative data will be used. Exploratory studies use narrative data obtained through qualitative methods, whereas explanatory studies will use numerical data obtained through quantitive approaches (Hair and others, 2007). The research will use a combination of the following strategies: Survey, Narratives, Archival and Ethnographic. Prior to undertaking the intended research methods, empirical research was obtained at Beautycon in London through informal conversations with two industry professionals to gain pre-contextual insight into the natural beauty market (refer to appendix 6).

3.2: Overview Of The Research Study This research study will take a combined pragmatic and interpretive paradigm. Although traditionally in research one or the other approach is taken due to the diﬀerences in their characteristics, it is possible to combine elements of both paradigms (Goldkuhl, 2012). An interpretive approach will be taken when constructing the theoretical framework of the research question in an aim to understand the existing literature. However a more pragmatic paradigm will be applied when undertaking the research with the interest to promote change in behaviour which will inform the foundations of Stage 2. The study will focus on the following categories of beauty and personal care: skincare for the face, make-up, skincare for body (e.g. lotions, creams) and shower/bath products.

• Data collection method 1: Secondary literature review Objectives achieved: 1,2,3 & 4 An extensive review of secondary literature provided a theoretical framework on the subject matter. Books, journals, magazines, reports and

Predominately, an inductive approach will be taken to build a conceptual framework from the data collected which then aid towards generating 22

articles were used to identify the existing research and enhance knowledge on subject matter thus allowing assessment of the gaps in existing research to then guide primary research. Hair and others (2007), highlight several advantages of using secondary data including cost savings, time and human capital savings as existing data can supplement primary research thus reducing the length of a research project. Hair and others (2007), also highlight disadvantages to using secondary data including concerns regarding the data collection methods and the age of the data, thus eﬀecting the relevancy of the data to the intended research topic. • Data collection method 2: Online questionnaire (Refer to appendix 3) Objectives achieved: 1 & 3 A structured, self-completed online questionnaire was used to scope the attitudes and perceptions towards natural ingredients within beauty, understand consumer relationships with beauty brands and understand how consumers’ approach to health impacts their appearance. The questionnaire was constructed using Smart Survey; a mix of closed questions, open-ended questions, ranking questions and Likert-scale questions were used to provide quantitative data within the U.K with the intention to obtain 100 responses from females Millennials aged 18-34 and Generation X consumers aged 35-50 with a 50:50 ratio.

from the intended target population (Hair and others, 2007). To avoid this and maximise validity and reliability, a lucid explanation of the purpose and intended participant of the questionnaire was included at the start. A pilot test with 4 participants was also carried out to ensure the questionnaire design was not ambiguous and any amendments were made accordingly (Refer to appendix 3.1). To maximise response rates and engagement towards further research, an optional prize draw via email (Refer to appendix 3.2) was promoted when administrating the questionnaire. However it is understood that response bias may have occurred as consumers were aware that information about their behaviour and attitudes was being collected in exchange for the possibility of an incentive, therefore this may have influenced their responses (Hair and others, 2007). • Data collection method 3: Semi-structured interviews (Refer to appendix 2) Objectives achieved: 1& 3 Semi-structured interviews were undertaken to explore individuals’ approach to health, their level of engagement to beauty, and understand the motivations towards purchasing natural beauty products. Interviews were carried out via video call and audio-recorded with the intention of interviewing 12 female consumers within the U.K - 6 Millennials and 6 Generation X consumersusing a mix of open-ended, closed questions and pre-coded responses. Interviews were then transcribed for analysis.

An online questionnaire allowed geographical dispersion within the U.K and as each participant was asked to respond to the same set of questions, Semi-structured interviews were used for deeper it provided an eﬃcient and quick way to collect probing of responses through open-ended responses from a large sample (Saunders, Lewis & questions to identify potentially hidden reasons Thornhill , 2016) which is appropriate for the time for a particular behaviour or key frustrations (Hair frame of this project. A disadvantage of using this and others, 2007) which may not be obtained method is the loss of researcher control as it will through a questionnaire of standardised questions. be unknown whether the intended participant The semi-structured nature of the interview has completed the questionnaire and whether allows the ability to initiate follow up questions they have asked for input from others (Hair and resulting in insightful/unexpected information others, 2007). Due to loss of researcher control (Hair and others, 2007). One-to-one interviews there is also the possibility of a low response rate were chosen as oppose to focus groups as it is stage 1

generally assumed that participants are usually more comfortable to discuss sensitive topics such as relationships to brands and personal views on natural products, without the influence of other participants (Hair and others, 2007).

ingredients, understand what impact this is having on the consumer-brand relationship and how the demand for natural ingredients may impact the future of the beauty industry. Industry professionals - which included a marketing assistant for Molton Brown, a co-founder of a natural beauty brand and a former global senior brand manager for cosmetics - were chosen with the intention of receiving their knowledge on the subject matter. The interviews were conducted via telephone and audio-recored using a mix of openended and probing questions. Interviews were then transcribed for analysis.

To avoid ambiguity and ensure maximum validity and reliability, a pilot interview was conducted to ensure the questions being asked were understood and completed in an appropriate timeframe and any changes were made accordingly (Refer to appendix 2.0). • Data collection method 4: Video diaries (Refer to appendix 4) Objectives achieved: 1, 2 & 3 Self-recorded video diaries were used to observe individuals’ relationship and engagement with products from beauty brands and understand the key attributes of the consumer-brand relationship. Diaries were kept over a period of two days with the intention of observing the same 12 participants that have been interviewed. Participants were required to discuss 5 questions regarding the facial beauty products they had used on the morning and evening for approximately 10 minutes (refer to appendix 4.0).

Industry professionals are more likely to respond to interviews than completing questionnaire, as it gives them the opportunity to reflect on events without the need of writing anything down especially when the topic is relevant to their field of work (Saunders, Lewis & Thornhill, 2016) The greatest diﬃculty of obtaining interviews in this method is access to credible industry professionals. It is also important to note that a telephone interview may not build the same level of rapport as a face-to-face interview would thus leading to a shorter interview and potentially less insight (Saunders, Lewis & Thornhill, 2016).

Videography was chosen as the most appropriate approach due the distances between the researcher and the participants. Using videography overcomes the transient nature of observation as it creates a permanent record in real time which can be replayed numerous times thus enhancing the accuracy of coding data (Saunders, Lewis & Thornhill , 2016). The biggest disadvantage of using videography is data quality. Technical diﬃculties and poor-quality related data increases the diﬃculty of analysis and increases the likelihood of observer bias occurring (Saunders, Lewis & Thornhill , 2016). In addition without undertaking several observations in the same setting due to time constraints of the project, participants may not become familiar with the idea of being observed and may feel the need to stage a performance (Saunders, Lewis & Thornhill , 2016). In an attempt to eliminate this, it has been encouraged that video diaries are recorded in setting comfortable to the participant. Video diary entries were then transcribed for analysis. • Data collection method 5: Semi-structured industry interviews (Refer to appendix 5) Objectives achieved: 2, 4 & 3 Semi-structured interviews with industry professionals allowed investigation into how and why brands are providing products with natural 24

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3.5: Data Analysis not found to be significantly beneficial. Should this study be further replicated, it is advised that a diﬀerent approach should be taken to observe female consumers’ engagement to beauty products and brands over a longer period of time to provide more suﬃcient insight. However due to the time constraints of this project, this was not possible.

Qualitative data has been analysed using a Thematic Analysis approach in which data is categorised and coded by recognition of reoccurring themes (Saunders, Lewis & Thornhill, 2016). Thematic Analysis oﬀers a systematic approach that is accessible and flexible when analysing qualitative data (Saunders, Lewis & Thornhill, 2016). Using either a purely inductive or deductive approach can be problematic and aﬀect the scope of analysis thus Thematic Analysis will allow movement between both (Saunders, Lewis & Thornhill, 2016).

Lastly, there was a great deal of diﬃculty to obtain interviews with industry professionals. Of the 3 interviews that were arranged, only one was successfully undertaken thus proving to be a limitation of objective 2 which will be further looked at into Stage 2 to provide more expert knowledge in the subject matter. To compensate, expert opinions from empirical research undertaken at Beautycon at London have been considered in the discussion.

Quantitative data has been analysed via the software used to generate the survey (Smart Survey) presenting the data in a range of bar charts and tables to provide statistics for comparison which will allow examination of trends within the data (Saunders, Lewis & Thornhill, 2016). Quantitative and qualitative data will be used interchangeably to triangulate findings.

Taking these limitations into consideration, the findings from the research study will be generalised to female Millennials in the U.K.

3.6: Limitations

*Please note evidence of limitations that occurred have been recorded in the appendix alongside the method that the limitation occurred in.

Whilst careful and thorough planning was taken to minimise limitations of the research study, various limitations did naturally occur. Although 109 survey responses were collected, the response rate from Generation X consumers was extremely low and cannot be generalised to the wider population. Due to the insignificant response rate, suﬃcient insight was not provided and responses from Generation X consumers will be disregarded in the discussion of findings. It is also important to note that one uncompleted response was recored on the survey findings; the reason to which is unknown but possibly due to abandonment and it has been recognised that this will eﬀect the validity of the findings. Furthermore, although 13 participants were successfully obtained for the interviews and video diaries, there was not an equal amount of Millennials and Generation X female consumers, therefore 2 of 13 participants’ responses to both the interviews and video diaries will be disregarded in the discussion due to impossibility to generalise the findings. In total, 9 successful video diaries were completed, 2 participants was unable to complete the video diaries due to the passing of a family member. Upon reflection, the findings from the video diaries were not as beneficial as intended. Whilst the data has been considered to triangulate the findings from the other methods of data collection, it was 26

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chapter 4 discussion

stage 1

Fig. 11

4.1: External Factors Affecting The Natural Beauty and Personal Care Sector Political Post-truth movement: Political uncertainty has caused consumer distrust in the government and media; this distrust has also spread to brands. (Mintel, 2017) How It Affects The Natural Beauty and Personal Care Sector? Consumers are looking for beauty brands to provide them with transparency and evidence about the manufacturing process, supply chains and product ingredients. Economic Consumer confidence is declining: Following the vote to leave the EU saw little change in consumers’ lifestyle, however as Brexit edges closer and inflation levels rise, consumer confidence in spending is declining. (Mintel, 2017) How It Affects The Natural Beauty and Personal Care Sector? As natural and organic products are positioned at a higher price, a decline in confidence may see consumers opting for lower-price alternatives thus effecting the growth of this sector. Social Slowdown in population of young people: The population of 20-34 year olds is set to decline by 1% between 2017-22. (Mintel, 2017)

greater pressure to provide efficient solutions. Legal Lack of universal certification: is causing confusion between the natural and organic sector as consumer struggle to understand how natural, organic or ethical a brand is (Mintel, 2017). How It Affects The Natural Beauty and Personal Care Sector? Brands should seek to encourage universal certification or rating systems in an attempt to provide clarity to consumers regarding the differences in natural, organic and ethical products. Environmental Water conservation: World Wildlife Fund estimates that by 2025, twothirds of the world will experience water shortage if current consumption rates are continued. (Mintel, 2015 ) How It Affects The Natural Beauty and Personal Care Sector? Water conservation will be high on consumer’s agenda as awareness grows; beauty brands will need to re-asses the formulation of products to limit water usage through alternatives sources.

How It Affects The Natural Beauty and Personal Care Sector? As the natural/organic beauty and personal care sector is most likely bought by young people, the decline in population of young people will effect the value of this sector. Technological DNA Analysis: The refinement of DNA analysis is being used to asses how the body ages allowing consumers to work with manufactures to delay chronological changes. (Mintel, 2015 ) How It Affects The Natural Beauty and Personal Care Sector? DNA Analysis is allowing consumers to play a bigger role in the management of their health and beauty. With the ability to track results of products and services, beauty brands will face stage 1

(Refer to appendix 7 for full PESTLE analysis).

“We as millennials, are the most health conscious consumer when it comes to internal and external well-being.” - Marketing Assistant at Molton Brown, refer to appendix 5.1.

4.2: Clean Living The focus on health and wellness has been impacting the beauty market for some time now, to the point where women believe that these factors have a bigger impact on a healthy appearance than actual products (Mintel, 2017). Data from primary research found a significant link between clean living and the perceived impact this has on a healthy appearance amongst female Millennial consumers. The survey found that participants rated “Health”, “Diet” and “Lifestyle” as the top three most important factors which contributed towards a healthy appearance with 86% agreeing that a healthier lifestyle can be more beneficial than the products they use (Refer to appendix 3.2, Q5). These findings are similar to those found in Mintel’s Women’s Facial Skincare report which found that 76% of women believe a healthier diet and lifestyle is more beneficial than skincare products (Mintel, 2017). Furthermore 10 of the 11 women interviewed considered themselves a “health conscious consumer”; 6 of which agreed that there is a link between their health and lifestyle and their approach to beauty:

the most popular method of maintaining a healthy appearance without the use of beauty products:

“What I eat has a direct correlation with how good my skin is. For example, I could eat a chocolate bar and I’ll get a spot the next day it literally correlates.” - (Interview with Participant 11, refer to appendix 2.11).

Supporting these findings, Mintel found that twothirds of women agree that diet is a significant factor in determining the health of appearance (Mintel, 2016), demonstrating the wider acceptance of changing dietary requirements to improve skin. It can be concluded that there is a significant link between the perceived importance of a healthy diet for a clear complexion amongst female consumers. Stress, exercise and sleep were also considered as important factors towards healthy skin. In the last 6 months, over half of survey respondents had started to exercise more frequently to improve or maintain a healthy appearance and 45% have tried to decrease their stress levels in order to improve the condition of their appearance (Refer to appendix 3.2, Q6). Mintel’s findings report that 87% of women believe that getting enough sleep is essential to healthy skin (Mintel, 2017). These figures similarly reflect survey findings in which 96 of the total 106 respondents agreed that getting 7 or more hours of sleep is important to their appearance (Refer to appendix 3.2, Q5). These statistics positively reflect the Millennial consumer’s understanding of the importance of sleep before skincare.

“I know that if I don’t get enough sleep, I can tell. I can tell when I’m drinking a lot of water and when I’m not drinking enough. I can tell when I exercise, my skin gets so much better, I’d have less breakouts…” - (Interview with Participant 13, refer to appendix 2.13). The importance of diet proved to be a predominant factor amongst women aged 18-34. 57% of survey respondents agreed that what you eat is more important than the products used (Refer to appendix 3.2, Q5). Supporting the relationship between diet and a healthy appearance, 74% had tried changing their dietary requirements in the last 6 months in order to either maintain or improve their skin (Refer to appendix 3.2, Q6). Amongst 10 of the 11 women interviewed, diet proved to be

Although women are favouring cleaner lifestyle choices as oppose to the products they consume, 78% of survey respondents agreed that understanding what their skin needs is just as 32

important (Refer to appendix 3.2, Q5), suggesting that Millennials are flexible and seeking eﬀective solutions for a healthy appearance both internally and externally. Scientific and medical evidence has provided evidence of the relationship between wellness and beauty through the positive eﬀects that diet, exercise, sleep, stress reduction etc can have on the outward appearance (Global Wellness Summit, 2016), which have been strongly reflected in the primary research findings.

Fig. 12

“Everyone wants to look good and feel good and this is a phrase you see everywhere: whatever you put into your body is what is going to come out in terms of radiance, your skin, your body and how you feel.” - Marketing Assistant at Molton Brown, refer to appendix 5.1. stage 1

“We’re always being told about what we want to put in our bodies but consumers now have taken similar care with products that they’re using on their face and bodies”. - Marketing Assistant at Molton Brown, refer to appendix 5.1.

Fig. 13

4.3: Attitudes Towards Natural Ingredients On average, participants rated their level of interest in natural ingredients as a 7 on a scale of 1-10 with 10 being the highest (Refer to appendix 3.2, Q7). Furthermore, within the last 6 months, 31% had tried increasing their consumption rate of natural ingredients as an approach to improve their appearance (Refer to appendix 3.2, Q6). This is further supported by the finding that 80 females had purchased beauty products with natural ingredients in the last 6 months and whilst shopping, 42% actively seek beauty products with natural ingredients (Refer to appendix 3.2, Q8 & Q12). These findings distinctly demonstrate the growing interest in natural beauty products amongst female Millennials and are consistent with the theoretical frame work which reviewed the rise in consumer demand for natural products within the beauty industry.

connotations around it…Your average Beautycon lover who loves Limecrime and that loves Pixie is probably a bit turned oﬀ by the idea that natural products aren’t going to work as well; they’re a bit green, they’re a bit eco, they’re probably sold in whole foods and people are kinda turned oﬀ by that.”

Primary research also revealed that the top reason for purchasing beauty products with natural ingredients was so consumers would feel better about what they were using on their skin, followed by allowing more control over what was being put on their skin and thirdly as consumers believed it was better for their health (Refer to appendix 3.2, Q9) which corroborates the work of Cerevellon et al. (2011) as cited by Mattić and Puh (2015) who suggested “the health consciousconsumer” as one of the three categories of green consumers.

In regard to the definition of “natural”, the majority generally associated the word with connotations of raw materials, naturally sourced, free of synthetic and chemicals and not manmade, but there was no repeated definition (Refer to appendix 2), confirming the opinion of Cole, (2014) in the literature reviewing the ambiguity surrounding the definition of “natural”.

- (Industry professional opinion at Beautycon, (Refer to appendix 6.1) As discussed in chapter 2, brand image is one of the key foundations for the organic skincare market (Technavio Research, 2016), these primary research findings demonstrate the influence of brand image on purchasing decisions of beauty products amongst Millennial female consumers.

It is important to consider however, that consumption rate of natural ingredients amongst beauty products of 6 of the 11 females interviewed, was 30 to 40% with one of the reasons being that they often prioritise the brand image and popularity when purchasing as opposed to natural ingredients:

“I would always priorities the brand image of the product…If there was another hype about it, I wouldn’t put the natural ingredients as my main [priority].”

- (Interview with Participant 2, refer to appendix 2.2). Providing further support for the importance of brand image is summarised by the opinion of an industry professional who claims that,

“One of things that we realised was that natural beauty often has quite negative stage 1

4.4: Ingredient Awareness which found that 40% of consumers will read the ingredients’ label before they purchase for both synthetic and natural products highlighting that the ingredients in a product as a factor of interest before making a purchase (Refer to appendix 3.2, Q10). Furthermore, 92 survey respondents agree that it is not always clear what certain ingredients in products do (Refer to appendix 3.2, Q18). In support of this claim an industry opinion obtained through empirical research stated that:

When asked to discuss preference in ingredients for specific product categories, more than half of respondents opted for natural as opposed to synthetic/manmade ingredients in facial skincare, skincare for body, followed by shower/bath products (Refer to appendix 3.2, Q11). In terms of make up there was no significant preference found for either ingredient type and consumers were more flexible to this product category (Refer to appendix 3.2, Q11). This pattern of data also emerged from interviews with the majority of respondents (10 out 11) choosing skincare for face as the category they were most like to use natural ingredients in (Refer to appendix 2). However there was no significant correlation between more money per month spent on either natural or synthetic ingredients (Refer to appendix 3.2, Q10), thus providing support for the theory of the significant gap in the intention to purchase and actually purchasing (Tsakiridou et al, 2008 and Rybowska, 2014 as cited by Matić and Puh, 2015 in chapter 2). It can be deemed that there are various factors which eﬀect the process between the intention to purchase to actually purchasing which are considered further in the discussion.

“Actually sitting down and trying to read the ingredients label of your average skincare product is very very diﬃcult. Brands make it really hard to understand ; you need a chemistry degree basically to understand.” - (Industry professional opinion at Beautycon, (Refer to appendix 6.1). These findings are consistent with the work of Clute, (2007) regarding the complexity of understanding the ingredients label of cosmetic and personal care products.

Both primary and secondary research highlight the consumer desire to educate themselves regarding product ingredients. It was found that 41% of consumers look for specific ingredients in products when choosing skincare (Mintel, 2017). Similarly these findings were reflected in primary research

Fig. 14 36

Fig. 15

stage 1

4.5: Factors Aﬀecting Purchasing Intention Of Beauty Products The key factors that are considered when making a purchasing decision were, whether or not a product was designed for the consumer’s skin type, followed by if it had been recommended by friends/family, whether it was from a brand that has been previously used and if it was on special oﬀer (Refer to appendix 3.2, Q17). Furthermore it was found that 71% of survey respondents agreed that products should state how soon viable results would be seen as a result of using the product (Refer to appendix 3.2, Q18). These findings suggest that price, a positive previous experience with the brand, directly or indirectly and personalised solutions are important the consumer. It interesting to highlight that interviews showed the most popular benefit female consumers would like to see as a result of consuming natural beauty products, were pigmentation, brighter and healthier skin and acne management:

“Now it’s like I can afford it but when you are a student natural products seem more expensive so you can’t kind of afford it… you’re like right I can’t afford that I’m going to go get a cheap alternative.” - (Interview with Participant 9, refer to appendix 2.9). Furthermore, the survey showed that 59% of participants agreed that products with natural ingredients are too expensive (Refer to appendix 3.2, Q12). It is also interesting to highlight that a significant 79% of survey respondents would like retailers to provide them with information about which beauty products are environmentally friendly. These findings strongly mirror the work of works of BrandAmplitude, (2009) and Greenberg, (2011) as cited by Gurãu, (2012) claiming that Millennials are environmentally conscious individuals.

“I would say clearing hyper-pigmentation, brightening skin and by brightening I don’t mean literally lightening the skin, but just having a healthy appearance. Also helping with acne.”

To conclude findings from primary research suggests that whilst the interest and demand in natural products is growing, it is not always considered a priority. Natural beauty brands could benefit through reconsidering their communication strategy to appeal to the female Millennial consumer through brand image and label transparency to educate consumers about the benefits of using specific ingredients on their skin. It can generally be assumed that consumers prioritise the rational facts such as price, product features etc (Barden, 2013- refer to chapter 2) of beauty products when making purchasing decisions. As suggested by Barden (2013), the interconnection of both rational and emotional features e.g. brand image should be considered for the marketing strategy of natural beauty products to ensure eﬀective marketing in an overcrowded sector where competition is high and consumers have a vast amount of choice.

- (Interview with Participant 3, refer to appendix 2.3).

“Complexion definitely 100%…”

- (Interview with Participant 9, refer to appendix 2.9). The most significant factors that emerged from interviews regarding motivation to purchase beauty products specifically with natural ingredients were more honesty and transparency from brands regarding the ingredients present in products, specific benefits about the consumption of the natural ingredient, an increase in marketing of natural beauty products with reference to social media marketing, and proof of benefits as a result of consuming natural beauty products (Refer to appendix 2). Price point was also a factor that was seen as importance with 9 out of 11 respondents agreeing that their income eﬀects their attitude towards natural ingredients to some extent (Refer to appendix 2). Majority of respondents agreed that if products containing natural ingredients were of the same price and delivered the same benefits as those of standard products, then they would opt for natural beauty products: 38

Fig. 16

stage 1

4.6: Consumer’s Relationship To Beauty Brands The last section of the research set out to examine consumers’ behaviour to beauty brands. The categories that were most purchased in the last 6 months was make-up (96%) and skincare for the face (92%) (Refer to appendix 3.2, Q13), suggesting that women will prioritise products for their face. Research from Mintel highlights that Millennials are the least likely to shop at the same place for beauty products and their loyalty is hard to earn (Mintel, 2017). In support of this claim the survey reported that, “Shared loyalty” as proposed Gurãu (2012), was the highest category of loyalty across all 4 types of beauty products where respondents said they stick to using the same products about half the time (Refer to appendix 3.2, Q14). The category that consumers are more likely to pay premium prices for was makeup but only 26% are “exclusively loyal” to the same make-up (Refer to appendix 3.2, Q14 & Q15). Generally, more consumers said that they mostly use products that they haven’t before when it came to skincare for the body (19%) and shower/bath products (20%) (Refer to appendix 3.2, Q14), possibly suggesting more comfort in experimentation in these product categories as oppose to facial products.

loyalties are to that product itself:

“I wouldn’t look for the same brand. I wouldn’t really care about that, I’d more care about the product.”

- (Interview with Participant 11, refer to appendix 2.11). These findings again suggest that rational features such as solutions suited to the consumer’s skin type and the benefits received from a product are essentially more important. Standard products seem to be of overall convince with over half of survey respondents opted for standard products across all product categories except make-up (Refer to appendix 3.2, Q15). Furthermore, 52% of consumers said they are more likely to buy standard products on impulse and spend more money per month on these brands (Refer to appendix 3.2, Q16). On the other hand, 47% of respondents’ favourite products are from premium brands (Refer to appendix 3.2, Q16). These findings suggest there is strong desirability for premium brands but standard brands are more convenient in terms or price and everyday use.

Loyalty was found to be higher to a product or the eﬀects of product as opposed to the brand itself (Refer to appendix 2). When asked in interviews what action would be taken in discontinuation of a favourite beauty product, the majority (7 out of 11) would stock up 6 whom agreed that their

Mintel highlights the shift in advertising with more brands focusing their attention on social media campaigns to drive engagement. Beauty blogs have been credited for educating and raising

Fig. 17 40

awareness amongst Millennials (Mintel, 2016) and 58% of 28-34 year old women admit that social media influences their beauty purchases (Mintel, 2017). Primary research found that when making purchasing decisions for new beauty product the most important channels of information for consumers were reading and comparing reviews online from bloggers, vloggers and real people whom had similar skin type and issues to the consumer (Refer to appendix 2). Another important source of information was recommendations from friends and family who have had experience with the product and may have the same skin type and issues as the consumer (Refer to appendix 2).

Whilst it is generally concluded that gaining loyalty amongst female Millennials is challenging as highlighted by both primary and secondary findings, Mintel suggests that exclusive loyalty programs are not enough to gain customer satisfaction as many retailers are oﬀering such programs. Continuous product innovation, trybefore-you buy features and experiences in store remain basic requirements (Mintel, 2017).

As argued by Dubey (2014) that receiving incentives with a purchase is a major factor in the decision making process, research into the most influential incentives on a purchasing decision found that “Price Oﬀ” and “Free samples” were most preferred (Refer to appendix 2). Monetary incentives were preferred over “Quantity Discount” as it was assumed that “Price oﬀ” a product was of more value and a bigger saving than a “quantity discount” (Refer to appendix 2). Further support for this comes from the opinion of a marketing assistant for Molton Brown who states that,

“…rewarding the customer is definitely a key driver of maintaining loyalty.” - (Marketing Assistant at Molton Brown, refer to appendix 5).

stage 1

chapter 5 key insights

stage 1

key insight 1 A positive correlation between beauty and wellness. There is a significant relationship between “clean living” and a healthy appearance. Millennials are flexible, seeking eﬀective solutions both internally and externally. Brands will benefit from providing a holistic wellness experience through tangible products and intangible experiences promoting wellness from within.

Fig. 18

key insight 2 The importance of brand image. It can be concluded that there is a strong interest in natural beauty products thus proving to be a viable market for brands to innovate in. However brand image is often prioritised when purchasing beauty products; brands should look to shifting the perceived image of natural beauty in the U.K market to appeal to female Millennial consumers against other preferred competitors. “In the UK, it’s still very niche and there’s not a lot of brands who are doing big big things. You kind of have your Neal’s Yard or your Pai skincare, but they’re still very eco and marketed to a very kind of environmentally friendly conscious beauty brand blogger not a really cult beauty brand lover.” (Industry professional opinion at Beautycon, Refer to appendix 6.1)

Fig. 19

stage 1

key insight 3 Honesty and transparency is key. Both primary and secondary research findings highlight the consumer desire to educate themselves regarding product ingredients with 40% reading product labels before purchasing (Refer to appendix 3.2, Q10). Overall the factors that aďŹ&#x20AC;ect purchasing of natural beauty products were honesty and transparency about the ingredients in a product, the benefit of consuming the natural extract and price.

Fig. 20

key insight 4 Skincare is the most preferred category for natural ingredients. Although both make-up and facial skincare were the most purchased in the last 6 months, there was no significant preference for natural ingredients in make-up as oppose to skincare for the face thus concluding that facial skincare would be the most viable product category to innovate in as women prioritised face products over those for the body.

Fig. 21

stage 1

key insight 5 Results + rewards = equal loyalty Loyalty to products was found to be more popular suggesting rational features such as solutions for the consumerâ&#x20AC;&#x2122;s skin type and the benefits received from a product are of more importance than the brand. As receiving incentives was found to be an important factor in the decision making process, it is important to reward customers to gain loyalty. Delivering results and essentially rewarding the customer will gain the most loyalty in an over saturated market.

Fig. 22

key insight 6 Real recommendations drives engagement. The most significant channel of information for consumers when purchasing new products was based on comparing reviews/recommendations from both social media influencers and friends and family. Recommendations from people whom had similar skin type and issues as the consumer were of importance; collaborations between beauty brands and people with common skin types and issues will engage consumers the most, again highlighting the desire for honest marketing.

Fig. 23

stage 1

chapter 6 conclusion

stage 1

conclusion In conclusion, after extensive primary and secondary research the report has provided a thorough insight into the shift in preference towards natural ingredients within the beauty and personal care market and how this is impacting the purchasing behaviours amongst female Millennial consumers. Overall, the natural beauty market shows strong positive growth for the future as more consumers are becoming increasingly aware of the eﬀects of synthetic chemicals and seeking natural alternatives, providing brands in this sector with the opportunity to experiment in innovate product and service development.

Both concept 1 & 2 could be provided as a new brand or as an extension of an existing natural beauty brand which provides financial feasibility to the concepts due to existing market share. Furthermore it was found that 58% of female Millennials would like the ability to customise their own beauty products providing brands with a strong opportunity to create platforms, events or workshops which aim to increase engagement, knowledge and awareness of natural products (Refer to appendix 3.2, Q18). Concept 3 will need thorough consideration in terms of feasibility as the cost of upstarting an app can be financially strenuous, however it would provide a new channel to bring awareness to the natural beauty market and encourage engagement amongst Millennials.

6.1: Opportunties Based on research findings and the key insights identified, some potential opportunities within the natural beauty and personal care sector have been considered for Stage 2:

6.2: Research Limitations and Further Research

Concept 1: Beauty lab/workshop; a concept where consumers have the ability to create their own skincare products using natural ingredients with the guidance of an industry expert. The primary aim of this concept is to provide a platform to educate consumers about ingredients in their product, the benefits and essentially raise awareness about the natural beauty and personal care market.

In conclusion, whilst the limitations of the research study have been highlighted in the methodology, it is important to note that these findings can only be generalised to female Millennial consumers thus the study does not take into account gender differences and could be replicated to explore gender differences or demographic differences in attitudes and purchasing behaviour towards natural ingredients in beauty and personal care. Also this study has been undertaken in the U.K. and therefore cannot be generalised globally.

Concept 2: Clean beauty meal kits; the concept centres around the idea of a subscription-type service and takes inspiration from the food industry; consumers would receive monthly packages containing the natural ingredients needed to create their our skincare products at home oﬀering a new level of control and transparency.

Within Stage 2, the methodology will aim to focus more on the diﬀerences between older and younger Millennial consumers focusing specifically on their consumption and approach to natural ingredients in skincare. Stage 2 will focus more specifically on analysing and comparing beauty brands’ strategies possibly through case studies and a greater deal of in-depth industry knowledge.

Concept 3: Tinder-like app for natural beauty brands; based on the idea of providing one universal platform which consumers can browse and shop natural beauty brands without the need of extensive research. Consumers would have the ability to compare reviews/recommendations of products/brands, receive exclusive news regarding brand events, and be rewarded for purchasing through the app through monetary incentives and free samples. 52

Fig. 24

stage 1

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