New Product and Innovation by isabellealicecoates

B O T A N I C S

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C O N T E N T S Page 7: Introduc7on. Page 9: Research Methodology. Page 11: Methodology Flow Diagram. Page 13: Brand Content. Page 15: Brand Audit. Page 16: Product PorHolio. Page 19: Key Insights & Innova7on Strategy. Page 20: SWOT Analysis. Page 21: PEST Analysis. Page 22: Consumer Psychographics. Page 24: Trends. Page 27: Primary Analysis. Page 31: Need-‐State Page 33: NPD Ideas. Page 34: Ini7al Ideas. Page 35: Innova7on Strategy. Page 36: Concept Development Maps. Page 39: Innova7on Strategy. Page 41: Shortlisted Ideas. Page 42: Rejected Ideas. Page 44: UU Cream Conept Development. Page 46: Vitality Tablet Concept Development. Page 48: Pollu7on Protec7on Spray Concept Development. Page 50: New Product Recommenda7ons. Page 51: Comparison To Other Products. Page 53: Commercial Viability. Page 55: Conclusion. Page 57: References. Final Word Count: 3,264.

Appendix 1: Trends (Industry, Macro and Consumer). Appendix 2: Botanics vs. Diﬀerent Markets. Appendix 3: Industry Trends. Appendix 4: Boots Product Research. Appendix 5: Compe7tor Research. Appendix 6: Concept Development Table (Pollu7on Protec7on Mist). Appendix 7: Ra7ng The Concepts. Appendix 8: Interview Consent Form. Appendix 9: Qualita7ve Data. Appendix 10: In-‐Depth Ini7al Qualita7ve Data. Appendix 11: Qualita7ve Research on Product Concept (Pollu7on Protec7on Mist). Appendix 12: Focus Group. Appendix 13: Quan7ta7ve Data. Appendix 14: Background Research on Botanics and Their Products. Appendix 15: Further Evidence – Mintel Graphs. Appendix 16: Group Work Informa7on.

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I N T R O D U C T I O N

To demonstrate and iden-fy a New Product Range or New Product Design ideas to broaden Botanic’s appeal to the exis-ng and new poten-al consumer, ensuring that the new product is relevant to the brand whilst being diﬀeren-ated and mo-va-ng. This report gathers and explores a variety of data and consequently establishes clear insights in aeempt to demonstrate and iden7fy a New Product Range enabling Botanics to broaden brand appeal to the exis7ng or poten7al UK consumer, outlining and developing concepts that ensure the new product is relevant to the brand yet is diﬀeren7ated and mo7va7ng. This New Product Development proposal will focus on Botanics in UK Boots stores and on the UK Boots Website.

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R E S E A R C H M E T H O D O L O G Y

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M E T H O D O L O G Y A diverse range of research methods have been used to develop an understanding and knowledge of the brand Botanics throughout the product development process through to the ﬁnal recommended product concepts.

Methodology:

Primary:

Industry Beauty Fair London February 23rd.

Secondary:

In-‐store consumer observa7ons: Boots, Superdrug, Lush, The Body Shop, John Lewis (Nogngham).

In-‐store product research: Boots Nogngham.

A large range of brands and emerging trends/technologies were observed with further informa7on being obtained from ques7oning the professionals. 14 In-‐depth interviews with a range of consumers in order to gain consumer insight from a variety of skincare, hair care, body care and cosme7c consumers. (women aged 20-‐40).

Quan7ta7ve.

Qualita7ve .

60 responses to a Typeform Survey. Ini7al consumer and market research, various aged male and female par7cipants. The survey was anonymous and complied with the Data Protec7on Act, it followed Ethical Principles. 2 further in-‐depth interviews for addi7onal informa7o n on consumer insight.

1 in-‐depth interview on product developme nt.

Mintel beauty reports.

2 mee7ngs with a focus group of 7 women between ages 20 and 80. Focus group undertaken to determine the new product concept that would appeal to the Botanics' core consumer. Based on ini7al reac7on to concept, price and visuals of product concepts.

Various online beauty blogs and websites, including trend websites such as WGSN.

The secondary consumer insights were corroborated via primary research.

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B R A N D C O N T E N T

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Figure 9.

B R A N D A U D I T VISION: “To become a top 3 global player, moving the Botanics brand in to a brand consumers see as inspiring, exci7ng and eﬃcacious, something they are proud to buy and love using!” (Botanics, 2015)1

Sources of Authority: Brand Aeributes: Rela7onship with Royal Botanic Gardens, Kew. Eﬃcacy, aﬀordability and honesty. The Guardian Sustainable Business Awards 2014 winner The Power of Plants

Personality: Scien7ﬁc natural beauty.

Values: Delivering honest products with natural ingredients in an aﬀordable way.

BRAND POSITIONING Botanics was formed from iden7fying a gap in the market and consequently a niche product line. Answering a consumer demand for low priced natural and organic toiletries that do not bypass efficiency or effec7veness. Through a rela7onship with the Kew, The Royal Botanical Gardens, Botanics are able to deliver exper7se by inser7ng natural extracts into products that are luxurious yet affordable but most importantly good for the skin. TARGET CONSUMER Botanics are able to provide products for women who require effec7ve skincare that are natural and honest. The core demographics are women aged between 25 to 35 years. Aside from demographics it is essen7al that Botanics recognize the psychographic characteris7cs of the consumer to effec7vely meet their need states. Whilst efficacy is the most prominent desire within products, the Botanics woman also has an underlying demand for ethical principles and trusted ingredients. Brand&Posi+oning&Map& Premium$ Crème&de&la&Mer&

Eve&Lom&

Clarins& Liz&Earle& Neal’s&Yard&

Clinique&

Decleor&

This&Works&

Lancome&

Aveda&

Origins&

Natural$

Scien/ﬁcally$Proven$ $ Dove& BOTANICS&

Garnier&

Burt’s&Bees& Body&Shop&

No7&

L’Oreal&

Lush& Nivea&

Mass$

P R O D U C T P O R T F O L I O Botanic’s Product PorHolio consists of: Bath, body and hand Hair Accessories Men’s Aromatherapy Giss Botanics Ingredient PorHolio: There are 6 key ranges of Botanics targeted at different skincare needs; this is reflected in the natural ingredients used: “Nourishing rosehip uses naturally beau7ful ingredients with minimal processing.” “Hibiscus flowers are rich in alpha hydroxy acids which help renew your skin’s surface.” “Gingko biloba […] to reduce the appearance of fine lines and wrinkles.” “Purple orchid […] contains polysaccharides to smooth the appearance of your skin.” “Willow bark is a natural source of salicylic acid, which is known to clear pores of debris.” “ Marshmallow […] has soothing proper7es that help hydrate and protect.” (Botanics, 2015)2 If relevant the new development product for Botanics should u7lise some of these ingredients in order to fit with ingredients Kew Gardens already are producing and also that current consumers trust and understand the purposes of. (See Appendix 14 for further Botanics Brand and Product PorHolio Research).

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K E Y I N S I G H T S & I N N O V A T I O N S T R A T E G Y

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S W O T A N A L Y S I S Strengths

Weaknesses

•  •  •

•  •

Strong brand values and story. High quality products Affordable products offer a compe77ve advantage and poten7al promo7onal tools. “Commitment to the environment” (Botanics, 2015)3 conveys a healthy brand image. Boots are an established pharmacy store within the UK and therefore Botanics benefit from having a strong parent company with a wide audience.

Opportuni7es

Botanics are not a leading skincare brand Has a lot of compe77on with other skincare brands that have stronger brand awareness and image. •  Innova7on is limited due to the necessity of natural and organic ingredients. •  The brand is only sold within Boots stores therefore distribu7on is limited. •  Only 9% of people surveyed had ever purchased from Botanics yet 52% were aware of the brand but had never purchased, perhaps due to their “quite dull” product range that offers “liele differen7a7on” (primary research data)4 •  Botanics products are marketed as affordable yet this can lead to the percep7on that the products are of low quality. Threats

•  Increasing consumer awareness of •  Technological advancements may increase ethical products indicates market growth. threats from compe77ve brands. •  Strong research and development •  Brands with greater iden7ty in the mass department linked with Kew gardens, a market are more recognised by the recognised establishment, allowing for consumer and therefore may be chosen over on going developments into the best and Botanics. most eﬀec7ve ingredients. •  Emerging consumer and industry trends that demonstrate opportuni7es within the market for new products.

The Swot analysis demonstrates key poten7al areas Botanics should focus on to improve their brand image and its percep7on. Oﬀering aﬀordable products and being a brand belonging to Boots, a reputable brand, gives Botanics a wider poten7al consumer base. This decreases their weakness of being a brand with low awareness and image as Boots brings a wide demographic into store. Although there are other brands with more recogni7on in the market who are a threats to Botanics, with the increased consumer awareness of ethical products and environmental concern; Botanics could take this as an opportunity to develop their research and innova7on through Kew Garden’s plant ingredients and progress into new product concepts by taking trends such as mul7func7onal products and personalisa7on into considera7on; thus increasing their consumer appeal.

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P E S T

Technological!

Social/Economical!

Environmental!

Political!

A N A L Y S I S

Issue! Cosmetic! trading! legislations!!

Botanics!Insight! Botanics!must!ensure!all!ingredients!comply!with!the!regulations!of!natural!and!organic! labelling!and!consequently!the!advertising!that!follows,!such!legislations!may!also! become!an!obstacle!in!the!drive!for!innovation.!!!

Natural!and! organic! products.! ! ! Pollution! ! ! ! ! Packaging!

Botanics!are!a!brand!founded!upon!environmentally!conscious!ethics!and!use!this!as!a! selling!point!for!their!product!range,!it!is!therefore!essential!that!they!do!not!lose!sight! of!this!brand!attribute.! ! ! Consumers!are!becoming!more!aware!of!the!negative!repercussions!pollution!can!have! on!their!skin!and!are!actively!beginning!to!seek!products!that!not!only!repair!but!also! protect!and!prevent.! ! ! Botanics!should!ensure!that!their!packaging!conforms!to!their!healthy,!natural!and! organic!brand!image!by!using!recycled!materials!and!nonAaerosol!sprays!for!example.!! As!the!economic!climate!holds!repercussions!on!disposable!income!rates!an!anomaly!in! consumer!behaviour!has!been!identified!as!“the!lipstick!effect”!(Elliott,!2008)5!with!it! being!highlighted!that!“consumers!are!increasing!their!spending!on!cosmetics!even! while!economising!on!everything!else”!thus!working!in!Botanics’!favour.!! ! ! “It!is!estimated!that!in!the!next!decade,!65%!of!all!future!growth!in!the!beauty!industry! will!come!from!older!consumers.”!(WGSN)6!Botanics!need!to!therefore!ensure!their! products!are!catering!for!this!particular!consumer!segmentation,!with!products!that! offer!antiAageing!elements!and!health!and!well!being!benefactors.!

Fluctuating! disposable! incomes!! ! ! ! ! Ageing! population! ! ! ! ! ! ! ! Responsibility! and! accountability!! Research!and! development!! ! ! ! Technological! developments! in!production! ! ! !

It!is!prominent!that!brands!whom!demonstrate!a!higher!interest!in!social!responsibility! are!more!prominent!amongst!consumer!favour!and!awareness,!a!healthy!brand!image! is!beneficial!particularly!to!Botanics!considering!their!product!portfolio!of!natural!and! organic!toiletries.!! Research!and!development!can!propel!brands!ahead!of!competition!with!an!aid!to! innovation,!Botanics!need!to!ensure!they!are!constantly!researching!into!new!driving! forces!that!could!lead!to!innovative!concepts.! ! ! As!technological!advancements!develop!so!does!consumer!demand!for!products!that! utilise!the!evolution!and!have!a!competitive!edge.!Botanics!need!to!ensure!they!are!at! the!forefront!of!new!developments!and!advancements!to!ensure!their!products!have!a! unique!selling!point.!Their!relationship!with!Kew!Gardens!and!their!research!lab!is! incremental.!!

C O N S U M E R P Y S C H O G R A P H I C S

Typically, the Botanics woman is proac7ve and constantly on the move. She aspires to be a healthy individual, and reflect this through her appearance; by ea7ng healthily, exercising osen and choosing scien7fically proven beauty products. She is environmentally conscious and this is reflected not only in her cosme7cs but also her lifestyle: she uses public transport where possible to reduce her carbon footprint and recycles almost everything. She’s proac7ve and wants to reflect her healthy lifestyle in the way she looks but only if she has 7me to do so. She has confidence in scien7fically proven results but will opt for Organic and Natural products for her health and environmental benefits -‐ providing there’s no compromise in the power of the posi7ve effects on her skin.

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T R E N D S Botanic’s must consider all global influences when introducing new product concepts. Consumer, Macro and Industry Trends have been analysed, evaluated and combined to obtain key insights to take through to further primary research and the developmental process. Five key trends were selected from a large variety of influencing consumer, macro and industry before entering the developmental process. These were: Personalisa7on and Customisa7on “Skincare perhaps offers the most poten7al for personalisa7on. In the US, for instance 72% of an7-‐ ageing skincare users are interested in products designed for their life stage.” (Mintel, 2014)7 The personalisa7on trend is increasing in demand constantly; with consumers desiring brands to target them specifically, rather than their demographic. Dove recently created personalised soap bars which proved very popular with their consumer. ‘Concoc7on’ is a brand, which offer personalisa7on in their shampoos, which allows the consumer to self-‐select par7cular aeributes they want within the product so the product adapts to them rather than vice versa. Personalisa7on has a poten7al to be a huge trend: Botanics should take advantage and engage their consumer by mee7ng them where they are. Health From Within “A growing awareness around what cons7tutes healthy food has started to see a shis in ea7ng habits among some consumers. Overall, the focus on posi7ve nutri7on and foods rich in natural intrinsic health benefits, is seeing consumers rever7ng back to whole, ‘real’ food and ingredients, moving away from heavily-‐processed products.” (Mintel, 2015)8 Health from Within is a key trend to hit the cosme7cs/skincare/beauty industry recently as products which are consumed by products are being cooperated with specialist natural ingredients such a Moringa Leaves and Kale extract. Botanics already use a wide variety of plant extracts in their products. Botanic’s may benefit from introducing a product suitable for consump7on with a large amount of vitamins and nutrients in a small consump7on, going beyond the expecta7ons of a smoothie or juice by introducing these specialist ingredients.

Figure 17.

On The Go “Busy Americans are seeking tools to save 7me and to achieve those unforeseen solu7ons; for example, around half (49%) of US consumers who use nutri7onal food and drinks do so because they are easy to consume on the go.” (Mintel, 2014)9 This trend is becoming a global trend as consumers’ lives get busier. Consumers are constantly looking for ways to save 7me, which fits with the mul7func7onal product trends. By developing a product that is small and suitable for using on the go, Botanics could hit a key market trend and aeract a wider consumer base. By combining the Health from within trend with the On the Go trend, Botanics could create a product with high appeal to the exis7ng and poten7al consumer, possibly looking into vitamin and nutrient rich drinks with specialist ingredients to match their current product porHolio. Mul7func7onal “Products that serve more than one purpose appeal to consumers through their 7me saving implica7ons as well as saving money. The increased popularity of BB and CC creams have resulted in a drop in moisturiser sales as consumers choose to use these products as a two in one founda7on and moisturiser; this is further enhanced by consumer view that these creams are beeer for their skin than founda7on is” (Mintel, 2014)10 “8% increase in mul7func7onal product popularity 2013-‐2014: 19% to save 7me, 15% to save money,” (Mintel 2014)11 Botanics currently offer a three in one cleansing solu7on, which claims to dissolve make up, unclog pores and remove impuri7es. This u7lises the mul7func7on trend by combining the essences of make up remover and cleanser. However, Botanics should consider how this trend could be further reflected in the product range, in par7cular whether a more mul7func7onal BB/CC cream would compliment the collec7on. New Technologies (Technologically Beau7ful) “Smart devices…appeal to consumers because they save 7me and money but they also promise convenience and control,” (Mintel, 2014)12 Consumers are eager to gain knowledge about new products digitally with Smartphones taking over society. Brands are accommoda7ng facili7es for data collec7on, which create a stronger connec7on with the consumer, giving key insights into their personal requirements. An app named Plum Perfect suggests cosme7c and fashion products, which would suit the consumer, based on their mobile uploads. MAC Cosme7cs also have a system allowing them to track and store their consumers purchasing history, meaning the customer can conveniently track cosme7cs such as founda7on, saving them 7me.

Figure 18.

(See Appendix 1 &3 for further details).

Figure 19.

P R I M A R Y R E S E A R C H “I’m interested in looking aser my skin but I don’t have the 7me or effort to do so” A product that can be used any 7me, anywhere. “I like natural products but I favour scien7fic products for effec7veness” Ensure the product is marketed with scien7fic facts. “Time is so vital, a product that kills two birds with one stone I would always be interested in” A product that decreases length of daily rou7ne. “I like knowing when my products have SPF in, it’s good to know that my skin is being protected” A product based on the concept of protec7ng the skin rather than covering and concealing it. (Quotes from Qualita7ve Surveys)13 (See Appendix 9 & 10 for more). “Quite bland” “Liele differen7a7on”

“Some good quality products but some are lacking”

“Good quality, very inexpensive”

What are your current views on the Botanics brand and their product line?

“Natural ingredients, kind to the skin”

A key aspect Botanics should consider is to be more innova7ve with their products as consumer percep7on was that the brand is ‘bland’ has ‘liele diﬀeren7a7on’.14 However, brand knowledge was reasonable, even among those who have not purchased any products; consumers were aware that Botanics use natural ingredients and believed products were not costly.

What par7cular cosme7c products would you be interested in containing natural or organic ingredients?

Aromatherapy

How osen do you purchase cosme7cs containing natural or organic ingredients?

Never 0% Once a Week 0%

5% Hand, Foot and Nail Care 8% Hair Styling Products 8%

General Skincare (Cleansers, toners etc) 22%

Once a Fortnight 6%

Every 6 Months 18%

Rarely 40%

Hair Colouring Products 9% Specialised Skincare (E.g an7-‐aging, dry skin, oily skin etc) 20% Make Up 14%

Once a Month 36% Body Care 14%

When purchasing cosme7cs what factors inﬂuence you the most? Quality 91% Habit 30%

rice 64% P Brand reputa7on 61% Reviews 45% Natural/ Organic Ingredients 27% Convenience of Use 24% Scien7ﬁcally Proven Results 12% Promo7on 3%

ackaging 36% P Innova7on 15%

Quality is the most important factor to consumers, emphasising the importance of crea7ng a product that fulfils its func7ons. Further to this, the ranking of quality over price suggests consumers would be willing to pay more to ensure quality, although a Botanics product should fit their current brand posi7oning of affordability. Less than a third of consumers list habit as a factor in their purchases; this is a posi7ve for a new product launch as it shows a lack of loyalty to specific products, meaning consumers would be more easily influenced to trial new products. Over double of the respondents would be influenced to buy cosme7cs that contain natural/organic ingredients compare to scien7fically proven products; considering Botanic products are both natural and scien7fically proven, each market can be targeted, however, emphasis on the natural ingredients may result in a more posi7ve response to the product. Brand reputa7on and reviews of the product are revealed as key influences for consumer purchase; this shows the importance of peer opinion for consumers deciding which products to buy, showing that a posi7ve consumer buzz surrounding an innova7ve Botanics product would influence others to also purchase the product. (See Appendix 13 for survey and detailed analysis of all results) (See Appendix 4, 5 for further primary research).

Figure 20.

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N E E D – S T A T E The prominent need states of the exis7ng and poten7al Botanics consumer can therefore be defined as: PERSONALISATION There is an on going demand for products that meet the consumer’s needs on a more personal level. MULTI-‐FUNCTIONAL There is a need state for products that can provide more than one benefactor to the consumer at once. HEALTH FROM WITHIN There is a belief within the target market that caring for the body effec7vely comes from inside and out, the demand for vitamins and supplemented nutrients is therefore prominent. ON-‐THE-‐GO Consumers are increasingly ac7ve and seek products that can be used whenever, wherever, a desire for portable products can therefore be iden7fied. NEW TECHNOLOGIES Technological advancements have allowed for research and development within the industry to propel new products to demonstrate high technology benefits. It has become the norm for products to display futuris7c func7onali7es and the consumer ac7vely looks for brands that have a compe77ve advantage within this need state.

Figure 22.

N P D I D E A S

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I N I T I A L I N S I G H T S & I D E A S Currents products-‐ lavender oils etc

Botanic insight ideas Ageing preven9on Designed packing reusable boCles etc.

Convenien t of products

Aromath erapy

Pick & Mix color selected tool

Trea9ng yourself

To show best combina9on

Repairing Delux paint

Muscle relaxa9on

Take aspects from other part of research

Personalisa9o n

Balancing skin

Pizza hut / ice cream factory

On the more consumers

Deep heat etc.

Concoc9on -‐ compactor

Plants for each quality ingredient innova9on

Pick diﬀerent quali9es

Ageing consumers

Combined product use

Salon experience at home

An9-‐ageing

Stress release

I N N O V A T I O N S T R A T E G Y % % % Metallic!Skincare.!! % Personalised!Ingredients.!! Health!&!Beauty! % Recipe!Book.! %

High% Low%

Size%of%opportunity%

Superfood! Products.!

% %

VIP/Diagnosed!Products.!!

% Anti@Pollution!Products.!! % % Decaffeinated!Products.! % % Multi@Functional! Facial!Mist.! % Meal!Replacement! Products.!! % Seasonal!Skincare.!! Drinks.!! Sample!Sized!Products.!! % % Specified!Haircare! Micellar!Cleansing! % Products.!! Water.! % Organic!Fragrances.!! Aromatherapy! Muscle!Relaxation.!! on@the@move.!! % Difficult% Easy% Ease%of%execution%

Currently the Botanics product range offers the standard collec7on of moisturisers, cleansers etc. that other brands are offering; this, coupled with the fact that many brands are posi7oning themselves as being botanical (in 2014 65% of new product launches used the tag word botanic/herbal: Mintel, 2014)15, means that Botanics aren’t standing out on the market and can osen be overlooked in favour for other brands offering similar natural products. Only 9% of the people surveyed had ever purchased products from Botanics.16

Figure 23.

C O N C E P T M A P S Accessible: in price and location.

Why would you buy a Botanics version?

They're too expensive and hard to get (have to order online).

Why is this?

What's preventing you from current targeted products?

The cosmetic market can be confusing if don't have prior

Don't have time/interest in

knowledge of products.

researching

Consumers who struggle to find

ingredients/products

what they want.

available.

Who?

Why?

How would it make you feel? More in control of own skincare/beauty regime.

Insight: Consumers want

Why is that important?

products to be specifically targeted to their skin.

Consumers understand their skin the best, so knows what it needs.

So problem areas are dealt Why?

So it provides what their

with.

So that their skin looks its best.

skin needs.

Why?

Many people find it difficult to find the perfect product

People are overwhelmed by

for their skin.

how many products and choices there are.

Why?

Why is it important to them?

Why does that matter?

Why?

Consumers want to understand what is in the products they're using.

They don't want to use harsh/damaging chemicals on their skin.

The ingredients and claims are hard to understand

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How does this affect skincare?

They don't want to be spending time with a complex regime.

They live busy lives.

Multi-funtional items. Why?

Consumers looking for products that save time.

Removing none essential items from daily routine.

How?

Products that diminish the need for other items. How?

Caring for skin so make-up isn't required. A product that can be used Insight: Time is vital to

anytime/whenever the

Why is this important?

consumer has a spare

consumers.

moment.

How can the product counter this?

Who?

Consumers want their time to be used for enjoyable aspects of life.

Everyone.

Product needs to stand out.

What does this mean?

How does this affect the market? Consumers aren't researching brands or products prior to visiting stores.

Benefits of product need to be clear without prior knowledge.

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Natural products for a natural beauty regime.

These consumers are more

Not trusting scientific

drawn to natural/organic

ingredients in other

products.

Why?

products?

Want to know exactly what they're using on their skin.

Why?

How does this impact Botanics?

#NoMakeupSelfie.

Natural beauty is on trend.

How?

Why? Part of healthy lifestyle that includes skincare. Interested in healthy eating and fitness. Who? Primarily women 18-30.

Super health foods.

Vitamin supplements. Insight: Consumers want to

Health conscious

Who?

consumers.

improve their skin rather than

Juice cleanses.

cover it up. Detoxes

Tex detoxes. Skincare regime rather than makeup.

How?

Less intrusive makeup products.

Why?

Not harming the skin.

Health from within.

When?

Only seasonally in UK.

SPF products.

Protect skin. Sun damage. Ageing population. From what? Who? How?

Consumers are worrying about ageing prior to the

Ageing.

appearance of lines/wrinkles.

Pollution.

Who?

People living/working in the

2014 ash cloud.

city.

Why? Population living in city increasing.

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DEFINING THE THEMES: PERSONALISATION •  Create your own: choose which ingredients go into the product and mix together in-‐store/aser purchase. •  Diﬀerent ingredient’s purposes clearly explained to create a mix and match sample sized beauty regime. •  Diagnosed skincare: specialist products matched to the consumer’s skin by Botanics sales assistant. •  Speciﬁed haircare range. •  A large range of BB Creams to enable consumers to choose the necessary func7ons their skin requires. ON-‐THE-‐GO •  Sample sized versions of current items for easy transporta7on. •  Facial mist. •  Organic fragrances. •  Vitamin tablets to add to water. •  On-‐the-‐go pampering aromatherapy packs.

•  •  •  •  •

HEALTH FROM WITHIN Superfoods. Meal replacement drinks. Detox tea bags. Vitamin tablets to add to water. Health and beauty recipe book.

MULTI-‐FUNTIONAL •  Combining any two of Botanics current product porHolio, e.g. a cleanser & toner in one solu7on. •  Split boeles with two separate products on each side of the boele.

IDEA DEVELOPMENT: These ideas combine the strongest concepts from across the themes of ideas along with the new technologies research. Personalisa7on & Mul7-‐Func7onal: As BB creams are currently of high interest to consumers this product could be used as the base of a “create your own product” where consumers choose what they want the product to target and choose a variety of ingredient shots that relate to this, e.g. an7-‐aging, hydra7ng, an7-‐inﬂamma7on. This concept could be considered for a variety of products and applied to the product it has the most appeal for. On-‐The-‐Go & New Technologies: Pollu7on protec7on skincare is s7ll rela7vely new to the market meaning there are limited on-‐the-‐go protec7on products available, therefore combining the facial mist concept with an7-‐pollu7on would result in a unique Botanics product. This would also ﬁt into the mul7-‐func7on theme. Health From Within & On-‐The-‐Go: Improving skin through providing the body with the right nutrients is becoming important to consumers and links with Botanics’ interest in natural beauty. By providing an on-‐the-‐go tablet to add to water it would be easier for busy consumers to nourish their bodies. New Technologies: The use of metallic elements in products is very specialised and would be unique on the mass market. As the components are so unique themselves the product should be one that consumers already understand so the product isn’t too niche, e.g. using the metals in a moisturiser or cleanser as-‐a-‐pose to combining with micellar waters that are rela7vely new to the mass-‐market.

Figure 24.

S H O R T L I S T E D I D E A S MAPPING THE CONCEPTS:

D I S C A R D E D I D E A S

This concept ranked the least successful with the New Concept Development focus group; this, paired with the consumer excitement for the similarly inﬂuenced UU Cream, lead to the decision to con7nue with that product instead.

This concept was again unpopular with the consumers researched, as they were wary of the new technologies used in the product and were unclear of their beneﬁts.

C O N C E P T

D E V E L O P M E N T

U U C R E AM

Customised care is a recurrent theme within consumer demand “In recent years new skin and hair care brands have emerged that enable customers to select their preferred ingredients and mix their own products. Many factors are propelling this new trend, from an increased desire for knowledge about product ingredients and transparent manufacturing processes, to a shis away from the ‘one size fits all’ of recent products such as BB creams.” (WGSN)17 alongside applying this to the demand for mul7-‐func7onal products it became obvious that a product that brings mul7ple benefits to the skin that are personally suited to the consumer’s needs would be answering consumer demand. It has been highlighted that brands can make the most of such opportuni7es by helping “consumers to manage complexity: Anything brands can do to help women navigate the point of sale, simplify their beauty regimes by offering products with mul7ple benefits, or provide a ‘beauty system’ approach by joining up products will be very welcome from a consumer point of view. “ (McCann,2012)18 adap7ng the revolu7onary BB cream that created such a storm within the industry that one step further and deferring it away from the percep7on of “one size fits all” (McCann, 2012)18 the Botanics UU cream allows the consumer to customise their product to suit them, their skin and their lifestyle. The concept begins with a hydra7ng base cream, of which the user can then add their own colour tone, just like a BB cream, however, they can then also add various shot ra7os of different plant extracts to ensure the product they are buying will be efficient for them. The consumer may choose up to ten shots from a choice of six different extracts to get the correct ra7o to suit their needs. The UU cream would bring differen7a7on to the Botanics brand by not only offering an innova7ve product but also a unique shopping experience, thus raising brand awareness. There are currently only two iden7fied brands that offer a similar product, however both are US based and abide in the luxury price range. It is hoped that as we begin to introduce more personalised products within the Botanics range, consumer segmenta7on and consequently target audience can therefore be expanded. As essen7ally, the same product that can be used to combat blemishes for adolescent women can also be marketed to combat wrinkles for the older woman.

Perceptual Map of Compe7tor Products:

Limited!Options! ! Miss!Sporty:! (i.e.!few!shades,! Morning!Baby!BB! limited!additional! Cream.! benefits).! YSL:!Top!Secrets!BB! No7:!Beautiful!Skin!BB! ! ! ! ! Cream.! Dior:!Diorskin!Nude!BB! Cream.! ! Crème.!! Clarins:!Skin!Perfecting! ! BB!Cream.! ! Bobbi!Brown:!BB! ! Cream! ! ! Clinique:!Age!Defying! ! BB!Cream.! Estee!Lauder:!Clear! ! Difference!BB!Crème.! ! ! ! Witch:!AntiFBlemish!BB! ! Beauty!Balm.! ! Specialist! Mass!Market! ! !L’Oreal!Paris:!Luminize! Code!BB!Illuminator.! ! Omorovicza:! Garnier:!Pure!Active,! ! Complexion!Corrector.!! AntiFImperfections!BB! ! Cream.! ! Giella!BB!Cream.! !L’Oreal!Paris:!Skin! !Perfection.! Dr!Jart+:!Platinum!BB! ! Beauty!Balm.! ! ! ! Bourjois!Paris:!BB! ! Bronzing!Cream.!8!in!1.! Stila:!Stay!All!Day!10F ! inF1!HD!Beauty!Balm.! ! ! Multi! ! Sepai:!Tune!It!BB!Cream.! Botanics:!UU!Cream.! Purpose/Product! Choice! ! ! ! ! ! ! http://www.giella.com/giella1bb1cream/! http://www.sepai.eu/rmi51for1tune1it/?lang=en! ! Forte,!S.,!Best%BB%Creams%For%Every%Skin%Type![online].!Available!at:!

C O N C E P T

D E V E L O P M E N T

V I T A L I T Y

T A B L E T

Health from within is a fundamental trend affec7ng the poten7al consumer, with desirability to obtain essen7al vitamins whilst avoiding toxins. Consumers are looking for ways to avoid taking vitamins in ar7ficial ways; Botanics have the poten7al to penetrate the market by using their readily available natural and organic plant extracts from Kew Gardens to meet demands. The key ingredients in the Vitality tablet will be Moringa Leaf extract and Kale Extracts which supply key daily vitamins such as Potassium, Vitamin A, Calcium, Vitamin C, Iron and Magnesium. “Busy Americans are seeking tools to save 7me and to achieve those unforeseen solu7ons; for example, around half (49%) of US consumers who use nutri7onal food and drinks do so because they are easy to consume on the go.” (Mintel, 2014)19 The tablet will be dispersible in hot or cold water in order to meet the key On The Go trend, shown to be highly desirable to the consumer throughout market research. The Vitality Tablet is relevant to other trends including Health from Within and Vitamins and Supplements. “Although the top reason for taking vitamins/supplements is generic, the rise in value sales of vitamins/supplements specifically for men and women suggests that consumers want a degree of personalisa7on, offering opportuni7es for the market.” (Mintel, 2014)20 The tablet provides a wide variety of key nutrients and vitamins to improve several health issues including an7-‐aging, high blood pressure and skincare thus higng the key personaliza7on trend with female consumers. It will be available in three natural flavours: strawberry, mango or lemon, all providing the same posi7ve benefits but enabling consumer preference. However, the Botanics Vitality tablet is unique in the market as it provides a natural and organic alterna7ve, with highly health beneficial plant extract ingredients, compared to the other supplements that offer a less diverse range of vitamins and minerals to the consumer. “A growing awareness around what cons7tutes healthy food has started to see a shis in ea7ng habits among some consumers. Overall, the focus on posi7ve nutri7on and foods rich in natural intrinsic health benefits, is seeing consumers rever7ng back to whole, ‘real’ food and ingredients, moving away from heavily-‐processed products.” (Mintel, 2015)21 The Vitality Tablet provides its advantages through natural and organic extracts, making it far more desirable in the market. Kale Benefits Include: Vitamin B6, dietary fibre, calcium, potassium, vitamin E, vitamin B2, iron, magnesium, vitamin B1, omega-‐3 faey acids phosphorus, protein, folate, and niacin. Moringa Benefits: Baeles Blood Pressure: Niacin A1 and A5, Vitamins B3 and B10 (+Magnesium, Zinc, Potassium, Calcium and Vitamin E). Reduces risks of catching deadly disease: An7-‐Oxidants. Promotes good energy flow Gastric Ulcers: An7-‐inflammatories and An7-‐oxidants Mood Enhancer (relieves stress levels and improves mood): Tryptophan, Calcium and Protein Improves concentra7on and mental clarity: Iron and Zinc An7-‐Aging Proper7es: An7-‐Oxidants and Vitamin A Weight Loss Prospects: Suppresses Appe7te

Perceptual Map of Compe7tor Products:

Specified!Health!Holland!&!Barrett:! ! Nature’s!Garden:! Triple!Strength! Benefit! Sea!Kelp.! Cranberry!Tablets.! ! ! ! ! Imedeen:!Time! Vitabiotics:!St.!John’s! ! Perfection.! Wort.! ! Boots:!Glucosamine! ! Sulphate!&!Chondroitin! ! Sulphate.! Sanatogen:!Mum!to! ! be!+Omega!3.! ! ! ! ! ! ! ! ! Artificial!Ingredients! Natural!Ingredients! ! Together:!Natural!Food! ! Source!Multivitamin!&! Mineral!Capsules.! ! ! Berocca:!Berocca! ! Mixed!Berry.! ! Botanics:!Vitality!Tablet.! ! ! ! Vitabiotics:!Wellwoman! Inner!Cleanse.! ! ! Centrum:!Centrum! Sanatogen:!Sanatogen! Advance!for!Women.! ! AGZ!Complete.! ! ! Seven!Seas:!Complete! ! ! Multiple!Health! ! Multivitamins.! Benefits! ! ! ! ! ! ! !

C O N C E P T P O L L U T I O N

D E V E L O P M E N T P R O T E C T I O N

M I S T

CONCEPT DEVELOPMENT: According to qualita7ve research, consumers’ key interest is caring for their skin, but 7me shortage inhibits them: facial mists can revitalise skin effec7vely at your convenience whilst being quick to apply – unlike products requiring applica7on at home aser other products. The mist would be applied over make-‐up; a feature like most facial mists currently on the market. Packaging is fundamental to ensure the product is transportable: a miniature boele will be used for consumer convenience. Sociability will be increased when consumers apply the mist when out with friends. The boele will be pump operated over an aerosol to not contribute to pollu7on itself. Kew Gardens would supply the natural ingredients from plants used in the exis7ng product range: marshmallow and hibiscus provide the most relevant benefits. The Moringa seed will provide the an7-‐pollu7on protec7on proper7es: “[Moringa seeds] seem able to exert emollient, condi7oning, and hydra7ng effects, and can also neutralize harmful pollu7on and detoxify the skin. These pep7des have been found to protect the human skin from environmental agents and to contrast premature skin aging.” (Burlando, et al. 2010:267)22 Natural appearance of the skin will be improved through revitalisa7on and calming effects in the mist; mee7ng the consumer trend to physically improve skin, rather than just covering blemishes. This aligns the mist with other natural beauty focused Botanics products. Concerns of pollu7on-‐caused skin damage are predicted to increase in the future: “An es7mated 80% of the world’s popula7on breathing air exceeds the World Health Organisa7on’s recommended levels, and in response the beauty industry has seen a plethora of around 28% of all skincare products loaded with pollu7on-‐figh7ng ingredients, an increase of 20% over a decade.” (Future of Beauty, WGSN Report, page 18)23. Combagng pollu7on proper7es are essen7al for uniqueness within the facial mist market. “The UN forecasts that 67% of the world’s ci7es will be living in ci7es in 2050.” (United Na7ons, 2008)24

(See Appendix 6 & 11 for further developments).

Primary Research of Compe7tor Products [See Appendix]. Figure 26.

Perceptual Map of Compe7tor Products: Facial Mist Market. Many of the current mists focus on the immediate cooling eﬀect for hot days, which is less relevant for a UK product. Other purposes include calming inﬂamed skin and segng make up, showing interest in a various purposes. The g a p i n p r o t e c 7 o n products shows market availability for an7-‐ pollu7on proper7es.

! !

Protection/! Prevention!

! !

Perceptual Map of Compe7tor Products: Pollu7on Protec7on Market.

Natural! ! Aromatherapy:!Rose! L’Occitane:!Hydra! ! ! Hydrating!Mist.! Vital!Face!Mist.! Melvita:!Organic! ! Clayspray:!H20! Rose!Beauty!Mist.! ! Spray.! ! ! ! ! ! ! ! ! ! ! ! ! Immediate! ! Treatment! Givenchy:!Mist!Me! ! Gently.! ! Eau!Thermale!Avene:! ! Eau!Thermale.! ! ! ! Chanel:!Hydra!Beauty! Essence!Mist.! ! ! ! ! ! MUA:!ProJBase! Makeup!Fixing!Mist.! ! ! Scientific! !

! Docteur!Renaud:!Carrot! !

! !

Natural!

! Amie:!Skin!Shield! Anti4Pollution!Radiance! ! Daily!Moisturiser.! Cream.! ! Orico:!Streetwise!(gentle! antioxidant!face!wash).! !

T h e r e a r e l i m i t e d products on offer for an7-‐pollu7on, meaning this map shows the majority of products. Due to the specialism of the products it is mainly n i c h e c o m p a n i e s , Clarins:!Extra4Comfort!Anti4 meaning they are either Pollution!Cleansing!Cream.! commieed to the use of natural ingredients or there is a scien7fic i n n o v a 7 o n t o t h e Part!of!Beauty!Regime! products. The Botanics facial mist would be among the natural an7-‐pollu7on products and would fill a gap in on-‐the-‐go items.

Elemis:!Cellular! Recovery!Skin!Bliss! Capsules.! Thalgo:!Cryodetox! ! Mask.!

Docteur!Renaud:! ! Jasmine!Protective! Fluid.!

! ! ! ! ! Dermalogica:!Climate! ! Control!Lip!Treatment.! ! ! ! On4The4Go! ! ! Carita:!Radiance! ! Complexion!Enhancer! Foundation.!! ! ! ! ! ! Lancome:!City!Miracle!CC! Cream.! Thalgo:!Oxygen!3! ! Defence!Fluid.! ! ! Scientific! !

N E W P R O D U C T D E V E L O P M E N T R E C O M M E N D A T I O N S

50 Â

C O M P A R I S O N T O O T H E R P R O D U C T S Posi7oning Comparison: The chart below compares how the new product concepts would ﬁt on the market compared to compe7tor products available. This, along with the Botanics’ pricing of their current range, Positioning(Comparison:( informed the pricing decision for the new products. The(chart(below(compares(how(the(new(product(concepts(would(fit(on(the(market( compared(to(competitor(products(available.( ( Product:( Packaging:( Price:( Available( Product( Comparison(to( at( Summary:( New(Product( Boots?( Concept:( Botanics(UU( £12.99( n/a( The(consumer( n/a( Cream( customises(the( ingredients(of(the( BB(cream(to(the( requirements(of( their(skin.( ( Concoction( Nourish(+( Protect( ShampYou(

£14.00( No.(

The(consumer( chooses(two( superserum(shots( to(add(to(a(base( shampoo(to( create(a(tailored( product.(

This(product( provides(a(very( similar(concept( but(for(the(hair( industry.((

£40.00( No.( online(

Consumers( choose(their(BB( shade,(bottle( colour(and(one( additional(benefit( (e.g.(antiP aging/oilPcontrol).(

There(are(limited( customisation( options,(the( product(is(highly( priced(and(is(not( widely(available.(

£7.99(

n/a(

Transportable( n/a( natural(energy( and(vitamin(tablet( to(add(to(water.(

£4.79(

Yes.(

Transportable( energy(and( vitamin(tablet(to( add(to(water.(

( Giella(BB( Cream(

( Botanics( Vitality(Tablets(

Berocca(Mango( Effervescent( Tablets((15)(

(

The(main( ingredient(is( “acid”(while(the( Botanics(Vitality( Tablet(is(all( natural(so(

Berocca(Mango( Effervescent( Tablets((15)(

£4.79(

Yes.(

Transportable( energy(and( vitamin(tablet(to( add(to(water.(

The(main( ingredient(is( “acid”(while(the( Botanics(Vitality( Tablet(is(all( natural(so( consumers(can( trust(what(they’re( putting(in(their( body.(

£2.29(

Yes.(

Organic(pure( ingredients(“to( help(your(body( spring(clean.”(

Teabags(aren’t( transportable,( taking(away(from( the(convenience( of(being(able(to( use(the(Vitality( Tablet(anywhere.(

£9.99(

n/a(

OnPthePgo(spray( n/a( to(protect(against( pollutant(damage.(

( Pukka(Detox( Tea((20(bags)(

Botanics( Pollution( Protection( Facial(Mist(

(

Melvita(Organic( Rose(Beauty( Mist(

(

£10.00( No.(

( Eau(Thermale( Avene(

£3.50/( Yes.( £7.00/(

(

OnPthePgo(cooling( and(hydration( spray,(with( cynorrhodon(fruit( for(antiPaging( benefits.(

This(is(the(most( similar(to(the( Botanics(facial( mist,(however,( the(focus(is(on( instant(cooling( with(protection( being(an( additional(benefit( rather(than(the( purpose.( Soothing(facial( Designed(for( spray(for( morning/evening( irritated/hypersen routine(use(for( sitive(skin((various( treating(specific( sizes(available).( skin(issues,(rather( than(longPterm( benefits;(this(is( reflected(with(the( lower(pricing( bracket.(

(

C O M E R C I A L F E A S I B I L I T Y Product( concept(

Estimated( Concept( Consumer( Risks( Technical( Competitive( Interest( Feasibility( Advantage( UU(Cream( High(( High(( High( Complex(production(process.( ( Specific(launch(requirements(for( stores(may(be(expensive(to( implement.( Vitality( High(( High(( High(( Consumer(may(not(necessarily( tablet( notice(the(comparative(benefits( straight(away.( Pollution( High(( High(( Medium(( Relies(on(social(benefits(of(being( protection( used(onHtheHgo(to(encourage( face(mist( repeat(purchase(and(successful( market(share.( ! FOCUS GROUP OPINIONS: The focus group was created to gage recep7veness to the products in the market. UU Cream: “I would deﬁnitely be interested in the Mul7func7onal UU cream as I could adapt the quali7es to exactly what I needed.” (Edith, 65).

Vitality Tablet: “The Vitality tablet would be something I’m interested in as Botanics is natural and organic which means it’s nutrients would be safe for me as there wouldn’t be ar7ﬁcial ingredients.” (Chloe, 20).

Pollu7on Protec7on Spray: “I’ve never heard of a product in the market like this so I would deﬁnitely buy this.” (Kate, 34). (Focus Group Details Available Appendix 12)

Product(

Adult( Population(

Target( Audience(

Product(

Adult( Population(

Target( Audience(

Potential( Number( Potential( Year(1( Year(1( Trialists( Purchased(( Total( Volume( Volume( (Per(annum,( Market( (70%)( (20%)( per(person)( Volume( UU(Cream( 63,000,000( 10,460,500( 15%( 4( 6,276,300( 4,393,410( 878,682( Vitality( 63,000,000( 8,462,000( 15%( 3( 3,807,900( 2,665,530( 533,106( Tablet( Pollution( 63,000,000( 6,365,000( 15%( 3( 2,864,250( 2,004,975( 400,995( Protection( face(mist( Product(( RSP(per(pack( Annual(Value( UU(Cream( £12.99( £11,422,866( Vitality(tablet( £7.99( £4,259,516( Pollution(protection(face( £9.99( £4,005,940( mist( ! The annual sales es7mates suggest that the UU cream will generate the highest amount of sales revenue to the brand, whilst the Vitality tablet and pollu7on protec7on facial mist are a lot lower they s7ll indicate a healthy amount of annual value. Signifying that all three product concepts would bring ﬁnancial beneﬁts to the brand.

C O N C L U S I O N

The innova7on challenge set was to develop new product concepts recommended to Botanics in an aeempt to extend brand appeal to the exis7ng or poten7al consumer, whilst maintaining within the brand architecture yet offering compe77ve advantage and a unique selling point. Demonstra7ng innova7on was therefore key and exploring informa7on from various sources across primary and secondary fields allowed key insights to be gathered and successfully iden7fy the opportunity areas. These were then highlighted through five recognized need states comprising of •  Personaliza7on •  Health from within •  Mul7-‐func7onal •  On the go •  New technologies. From these need states it was then easy to pinpoint the performance aeributes of the poten7al products that meet the needs, beliefs and desires of the target consumer. The final three concepts met each of these need states in one way or another all whilst bringing something new to the market demonstra7ng innova7on. They have been selected based on their desirability with consumers and the consensus that they are suitable to the Botanics brand whilst providing compe7tor differen7a7on and consumer excitement, which consumer research proved the current product range lacks in. The feedback from consumer’s when shown the concepts was posi7ve and a high rate of interest was shown this alongside es7mated the commercial feasibility of each product clearly exhibits that there is a place for these new product developments on the market.

Figure 27.

R E F E R E N C E S

57 Â

C I T A T I O N S 1: Botanics Background Informa7on. Provided by Yvonne Richardson. (27th January 2015). 2: Botanics. (2015). Which Botanics range is right for my skin type? [ONLINE] Available at: hep://www.boots.com/en/ Which-‐Botanics-‐range-‐is-‐right-‐for-‐my-‐skin-‐type-‐_1512589/. [March 10, 2015]. 3: Botanics. (2015). Our Story [ONLINE] Available at: hep://www.boots.com/en/Botanics/Our-‐Story/ [March 10, 2015]. 4: Typeform Survey Results (2015) Own data. 5: Ellioe, L. (2008). Into the red “lips7ck effect” reveals the true face of recession. [ONLINE] Theguardian. Available at: hep://www.theguardian.com/business/2008/dec/22/recession-‐cosme7cs-‐lips7ck. [January 27, 2015] 6: WGSN. 50+ Beauty Report [online] [February 18, 2015]. 7: Mintel. (2014). Mintel releases US 2014 consumer trends. [ONLINE] Available at: hep://www.mintel.com/press-‐ centre/2014-‐us-‐trends. [March 10, 2015] 8: Mintel iden7fies four key UK consumer trends for 2015 | Mintel.com. 2015.Mintel iden7fies four key UK consumer trends for 2015 | Mintel.com. [ONLINE] Available at: hep://www.mintel.com/press-‐centre/social-‐and-‐lifestyle/ mintel-‐iden7fies-‐four-‐key-‐uk-‐consumer-‐trends-‐for-‐2015. [January 25, 2015] 9: Mintel. (2014). Mintel releases US 2014 consumer trends. [ONLINE] Available at: hep://www.mintel.com/press-‐ centre/2014-‐us-‐trends. [March 10, 2015] 10: Mintel. (2014). Facial skincare: The Consumer – Desired Product . [ONLINE] Available at: Aeributeshep:// academic.mintel.com/display/704104/?highlight. [March 6, 2015] 11: Mintel. (2014). Facial skincare: The Consumer – Desired Product . [ONLINE] Available at: Aeributeshep:// academic.mintel.com/display/704104/?highlight. [March 6, 2015] 12: Mintel. (2014). Mintel releases US 2014 consumer trends. [ONLINE] Available at: hep://www.mintel.com/press-‐ centre/2014-‐us-‐trends. [March 10, 2015] 13: Anonymous Qualita7ve Surveys (2015) Undertaken various dates in February 2015. 14: Anonymous TypeForm Survey Answers. (2015). 15: Mintel. (2014). Facial skincare: The Consumer – Desired Product . [ONLINE] Available at: Aeributeshep:// academic.mintel.com/display/704104/?highlight. [March 6, 2015] 16: Anonymous TypeForm Survey Answers. (2015). 17: WGSN, Future of Beauty Report, Customized Care [ONLINE] Available on WGSN. [March 4, 2015] 18: McCann. (2012) The Truth About Beauty [ONLINE] Available at: hep://mccann.com/wp-‐content/uploads/ 2012/06/McCann_Truth_About_Beauty.pdf [March4, 2015] 19: Mintel. (2014). Mintel releases US 2014 consumer trends. [ONLINE] Available at: hep://www.mintel.com/press-‐ centre/2014-‐us-‐trends. [March 10, 2015 20: Mintel. (2014). Vitamins and Supplement. [ONLINE] Available at: hep://store.mintel.com/vitamins-‐and-‐ supplements-‐uk-‐september-‐2014. [March 10, 2015] 21: Mintel. (2015). Nutri7on, Health & Wellness. [ONLINE] Available at: hep://store.mintel.com/nutri7on-‐health-‐ wellness-‐january-‐2015. [March 10, 2015] 22: Burlando, B., et al. 2010. Herbal Principles in Cosme7cs: Proper7es and Mechanisms of Ac7on (Tradi7onal Herbal Medicines for Modern Times). Boco Raton (Florida): CRC Press. 23: WGSN. Future of Beauty, WGSN Report [ONLINE] Available on WGSN. [March 4, 2015]. 24: United Na7ons, 2008. World Urbaniza7on Prospects: The 2007 Revision. [online] Available at: hep:// www.un.org/esa/popula7on/publica7ons/wup2007/2007WUP_Highlights_web.pdf [March 1, 2015]

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I M A G E '

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' ' ' Figure'1'(Front'Cover'Image):'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]' Available'at:'https://www.etsy.com/uk/listing/169346687/peony QiiQfineQartQ botanicalQprintQ11QxQ8?ref=shop_home_feat.'[March'12,'2015]' ' Figure'2:'Leaf'Canopy'watercolour.'(n.d).'by'Sykes,'I.'[ONLINE]'Available'at:'' shttp://society6.com/product/treetopsQnc3_print#1=45.'[March'12,'2015]' ' Figure'3:'Leaf'Canopy'watercolour.'(n.d).'by'Sykes,'I.'[ONLINE]'Available'at:'' shttp://society6.com/product/treetopsQnc3_print#1=45.'[March'12,'2015]' Figure'4:'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' Figure'5:'Poppies.'Found'on'Pinterest.'[ONLINE]'Available'at:' https://www.pinterest.com/pin/389420699005646112/.'[March'12,'2015]' ' Figure'6:'Peony'II.'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' ' Figure'7:'Blooming'Iris.'(2010).'by'Snyder,'S.'[ONLINE]'Available'at:' http://fineartamerica.com/featured/bloomingQirisQsherriQsnyder.html.'[March'12,' 2015]' Figure'8:'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' Figure'9:'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' Figure'10:'Flower'fabrics.'(2011).'by'Marimekko.'[ONLINE]'Available'at:' http://2.bp.blogspot.com/QRBJCAyFZQM4/Tfoy30VV1fI/AAAAAAAABQ4/Q eX4ObUPRw4/s640/kiitosmarimekko_2163_53937669.jpg.'[March'12,'2015]' ' Figure'11:'Botanic'product'collections.'(2013).'by'Boots'Botanics.'[ONLINE]' Available'at:'http://us.boots.com/category/brandsQbotanics.'[March'12,'2015]'

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' Figure'12:'Mermaidsanddesires.'(2014).'by'Boots'Botanics.'[ONLINE]'Available' at:'http://www.mermaidsanddesires.com/2014/10/weekendQbeautyQbliss.html.' [March'12,'2015]' ' Figure'13:'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' Figure'14:'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' ' Figure'15:'Blooming'Iris.'(2010).'by'Snyder,'S.'[ONLINE]'Available'at:' http://fineartamerica.com/featured/bloomingQirisQsherriQsnyder.html.'[March'12,' 2015]' Figure'16:'Psychographics.'(2015).'Photo'collage'by'Parry,'C.'Image'references'available'in' bibliography.'' Figure'17:'Patternobserver.'(2014).'by'Rampley,'H.'[ONLINE]'Available'at:' https://sQmediaQcacheQ ak0.pinimg.com/originals/1b/44/8e/1b448eac3f05dd2d69e69c23d6429c13.jpg.' [March'12,'2015]' Figure'18:'Patternobserver.'(2014).'by'Rampley,'H.'[ONLINE]'Available'at:' https://sQmediaQcacheQ ak0.pinimg.com/originals/1b/44/8e/1b448eac3f05dd2d69e69c23d6429c13.jpg.' [March'12,'2015]' Figure'19:'Blooming'Iris.'(2010).'by'Snyder,'S.'[ONLINE]'Available'at:' http://fineartamerica.com/featured/bloomingQirisQsherriQsnyder.html.'[March'12,' 2015]' Figure'20:'Poppies.'Found'on'Pinterest.'[ONLINE]'Available'at:' https://www.pinterest.com/pin/389420699005646112/.'[March'12,'2015]' Figure'21:'Poppies.'Found'on'Pinterest.'[ONLINE]'Available'at:' https://www.pinterest.com/pin/389420699005646112/.'[March'12,'2015]' ' Figure'22:'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' Figure'23:'Flower'fabrics.'(2011).'by'Marimekko.'[ONLINE]'Available'at:' http://2.bp.blogspot.com/QRBJCAyFZQM4/Tfoy30VV1fI/AAAAAAAABQ4/Q eX4ObUPRw4/s640/kiitosmarimekko_2163_53937669.jpg.'[March'12,'2015]' '

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Figure'24:'Blooming'Iris.'(2010).'by'Snyder,'S.'[ONLINE]'Available'at:' http://fineartamerica.com/featured/bloomingQirisQsherriQsnyder.html.'[March' 12,'2015]' Figure'25:'By'Sally'Robertson'Gallery.'(n.d).'[ONLINE]'Available'at:' http://www.sallyrobertsongallery.com/wpQcontent/gallery/gallery/louisiansQ iris.jpg.'[March'12,'2015]' Figure'26:'Primary'Research'Products'(2015)'own'photography.' Figure'27:'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' Figure'28:'Peony'II'(n.d).'by'Blueshestudio.'[ONLINE]'Available'at:' https://www.etsy.com/uk/listing/169346687/peonyQiiQfineQartQbotanicalQprintQ 11QxQ8?ref=shop_home_feat.'[March'12,'2015]' ' !

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A D D I T I O N A L S O U R C E S BOOKS: Burlando, B., et al. 2010. Herbal Principles in Cosme7cs: Proper7es and Mechanisms of Ac7on (Tradi7onal Herbal Medicines for Modern Times). Boco Raton (Florida): CRC Press. Dibb, S, Ferrell, O, Pride, W, Simkin, L, 2005. Marke7ng European 5th Edi7on. European ed of 5th revised ed Edi7on. Houghton Miﬄin Harcourt (HMH). Easey, M, 2008. Fashion Marke7ng. 3 Edi7on. Wiley. Evans, M, 2009. Consumer Behaviour. 2nd Edi7on. Wiley. Harriet Posner, 2011. Marke7ng Fashion: PorHolio Series. Edi7on. Laurence King Publishing. Leslie de Chernatony, 2010. Aston University 'Branding' Bundle: Crea7ng Powerful Brands. 4 Edi7on. taylor & francis. Malcolm McDonald, 2011. Marke7ng Plans: How to Prepare Them, How to Use Them. 7 Edi7on. Wiley. Posner, H, 2011. Marke7ng Fashion: PorHolio Series. Edi7on. Laurence King Publishing. P. R. Smith, 2011. Marke7ng Communica7ons: Integra7ng Oﬄine and Online with Social Media. Fish Edi7on. Kogan Page. Ries, A, 2000. Posi7oning: The Baele for Your Mind. 1 Edi7on. McGraw-‐Hill.

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Figure 28.

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