Task 2
My Insights Task 2
Kate Ferguson.N0615789.FASH10106:Creative Networks
1
Kate Ferguson. Task 2: Test Your Insights. Fash10106: Creative Networks
Fragrance
In groups we have come up with three insights and opportunities for a gap in the fragrance market. In this report I intend to ind2
Introduction
In groups we have come up with three insights and opportunities for a gap in the fragrance market. In this report I intend to individually test these three insights in depth then identify which is strongest to use as a Big Idea.
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CONTENTS
Insights.
1.
The Health and Fitness Trend
2.
1. Pg 4-13
3.
2. Pg 14-23
4.
Recommendation of the Big Idea Fig. 2
Fig.3
The Quick Fix
Technology Advances
4. Pg 34-35
5.
Fig.4
Pg. 36-39
List of references and Illustrations
3. Pg 24-33 3
Fig.5
Fig.6
Potential Concept Through recent research we noticed that the macro-trend of health and fitness had boomed over the past year within the UK, due to the rise of paid gym memberships and purchases of health and fitness products. However, people are also starting to feel unsatisfied with the current deodorants in the market. Therefore, our insight consists of a product that would provide a long-lasting freshness and personalised scent which would intensify in smell as a person perspired during intense sports activity. We wanted this product to communicate a message about feeling comfortable whilst you work out and to allow an individual to not feel self-conscious about body odour whilst they perspire.
42% Fig. 7 Users agree that deodorants do not last as long as they claim to- Mintel’s Deodorant and Bodyspray- UK January 2014
Fig. 8 People who exercised in April 2014- Mintel’s Report Healthy Lifestyle- UK
1. 42%
Fig. 9 Agree that long lasting fragrance is the most important product attribute- Mintel’s Deodorant and Bodyspray- UK January
63%
Fig. 10 Response to 'Would you use a fragrance that offered a fresh scent which got stronger the more you perspired?' Primary Survey
No21%
4
Yes79%
Rise in UK Fitness Members in London 2015
Fig. 12
10 9
Source: LeisureDB Press Release June 2015
16-24 year olds
Rise in market value- 5.4%
8 7 6 5
Non-members of health and fitness clubs Members of health and fitness clubs
4 3 2
3.3% growth in number of fitness facilities
1 0
1
2
3
Fig. 11
4
5
6
7
8
9
`10
Rise in total membership -5.8%
“1 in every 8 people in the UK are members of a gym, an all-time penetration rate high of 13.7%.”LeisureDB, 2015
Source: Mintel’s This Girl Can success. January 2016
Fig. 13 16-24
25-34
35-44
45-54
55-64
65-74
75+
Adults meeting the physical activity recommendation by age and gender, England 2012
5
Best selling hand/body brands among women September 2015 Fig. 14 12
11.3%
% who bought from March-September
10
9.1%
8 6
4.6% 4.0%
4
3.8%
Response to 'How often do you apply deodorant?' Primary Survey
“Lush’s T’EO soild deodorant tightens the pores and traps bad odours replacing it with a fresh, natural scent.”-
Lush Sales Associate. Nottingham.2016
66
Body Shop
Dove
Aveeno
Avon
Vaseline
0
Nivea
2
Never- 3% Once a day21% More than once a day- 76%
Fig. 15
Fig. 18
Fig. 16
Fig. 17
7
Long Lasting Avon
Our Product Secret Dove Sure
Easy Application
Good Scent Nivea
Kiehls
The Body Shop
Good for Sensitive Skin
Fig.19
“Younger adults are more likely to use newer/less traditional deodorant formats types”- Mintel’s Deodorant- UK January 2015
88
Fig. 20
In terms of stores for our product to be sold in, we would potentially sell it within gyms, sports shops and health shops. After researching other fitness and health products which intend to enhance performance, freshness or health such as Protein World and Bootea, our product would possibly be sold for around ÂŁ20, similarly to the prices of these products due to their continuous high demand from millennials. However with the product also having similarities to a deodorant, it could also be sold in the toiletries section of health and beauty stores. Our product is different as unlike many deodorants we intend to provide a lasting attractive scent which becomes stronger the more a person perspires without the worry of having to re-apply a product.
9
The Fitness Fanatic
10
Fig. 23
Fig. 21
Fig.24 To communicate and promote our product, we would use lifestyle bloggers and magazines such as Lydia Millen, Pretty Fit and Women’s Health as they offer expertise in well-being, fitness and feeling good whilst you work out. Therefore, younger millennial women who follow lifestyle blogs, social mediums and magazines will confide and trust these sources due to the health knowledge they already provide.
Fig. 22
11
Fig. 25
12
Health Fitness
Fig. 26
Sweat
Strength
Attitude Female
Domination
Energy
Body
Modernity
Confidence Purity
Exercise
wer PoMillenial
Fresh
Endorphin
Athlete Performance
This Release Scent Positivty Girl Skin Natural Can Perspire Movement 13
Fig. 27
Potential Concept 87%
Fig. 28 British workers are more affected by stress than their European counterparts.
2. 14
80%
Fig. 29 Mothers who feel stressed about balancing childcare, work, home and relationaship- Care.com Tipping Point survey. 2014
For our second insight we looked into ‘The Quick Fix’ trend and found that working mothers were struggling to balance their career and family which was ultimately causing high rates of stress, lack of sleep and a need for energy or relaxation. Therefore, we came up with the idea to create an air care experience for women on a morning who are in need of energy, motivation and freshness. However, we also wanted to give them the same experience at night but with relaxation and comforting benefits to relieve stress after a busy day. Therefore, it is a quick fix alternative to aroma therapy for women who are too busy to go to the spa and who can have this instantly whenever they need it. The concept communicates the emotion of comfort, revitalization and de-stress and fills a gap in the market in response to the decline in working women’s health and body function.
Fig. 30 Countries with the highest % of working mothers
Fig. 33
20%
Fig. 32 Only 1/4 of British adults are sleeping well most nights- The Great British Bedtime report from the Sleep Council in January 2013
Breast Cancer
Depression
Heart Disease
Diabetes
Obesity
Athritis
o
Stress
Fig. 31 Women’s health concerns May 2015
Users of air fresheners are interested in products that make it easier for them to relax at home.
38%
Fig. 34 Response to 'Would a fragrance which had energising or relaxing benefits interest you?' Primary Survey
Users of air fresheners are interested in products that manage stress or anxiety.
Yes-76%
No-24%
“Air freshener that help people wind down at the end of a busy day and get a good night’s sleep can help move air care products into the territory of home spa accessories for calming the body and mind.”- Mintel’s Air Care- UK June 2015 Report 15
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“Ylang Ylang is our bestselling product for people wanting to relax and a good night’s sleep”- Molton Brown Sales Associate, London, 2016
“Bushukan products really leave that lasting refreshing morning feeling”- Molton Brown Sales Associate, London, 2016
“Frederick Male’s Mecanique Diffusers are capable of filling your home with personalised, niche scents”-Frederick Male Sales Associate, London 2016 16 16
17 17
Fig. 35
“Catherine oil burner blend has a soothing yet revitalising effect due to its citrusy aroma�Aesop Sales Associate, London, 2016 18
Fig. 36
Our product will potentially be sold in spas, homeware stores and health retailers at a price of £30. This would keep up with the competition from Aesop’s de-stressing oil burners and Molton Brown’s relaxation and morning fresh scented products, which are also sold at similar prices. However, our product is different because we have considered bringing an aroma therapy experience to a person’s home, which they can use whilst they do household errands due to its air care format. However, the same insight could be used by a woman who wants to achieve this quick fix of energy or relaxation in a spritz on their way to work or if they are headed out to dinner or shopping.
19
The Workaholic
20 20
Fig. 38
Fig. 37 Fig. 39
Similarly to Bompas and Parr’s Pharmacafes in Dubai, to communicate this to the consumer we could use pop up pods as a promotional tool in areas of high percentage of stress, for individuals to go in and sit amongst energising or relaxation scents to enhance their wellbeing.
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22
Fig. 40
Breathe De-Stress
Natural
Healing
Energising
Relaxation Comfort
Night
Mind
The Spiritualist
Trust Purity Ease The Caregiver
Home
Restorative
Fresh
Fig. 41
Sleep
ExperienceSenses Body
Mother
Soothing 23
Fig. 42
Potential Concept For our third insight we were inspired by the ‘Technology Advancements’ trend and how society is expanding into a digital age where consumers are buying more electrical gadgets than ever. Therefore, we wanted to reflect this expansion of technology into scent but in a way which would allow a consumer to wear a scent without necessarily spraying it onto their body. It also touches on the trend of the ‘Quick fix’ as a person would not need to carry on applying this scent continuously or carry a bottle as they would possibly be already wearing the scent via a digital gadget or piece of jewellery. Our product would communicate a vision of new technology, forward thinking and accessibility to fragrance when and wherever you want in order to reflect the current state of modern society where people want everything as soon as possible.
Over Half Fig. 43 Millenials are interesting in tracking their health using technological apps.
3. Fig. 44 Consumers items in the past Electrical Good’s Summary. February
who purchased electrical year - Mintel’s Retailing. Executive 2015
77%
Fig. 45 Response to 'Would you buy a personalised fragrance which represents you?' Primary Survey
24
Yes73%
No-27%
Fig. 46 Mintel’s Electrical Good’s Retailing Executive Summary February 2015
50 40
39% 36%
30
27% 21%
Yes-55%
6%
Euronics
5% Morrisons
9%
Department
12%
Shop Direct
Asda
Internet only John Lewis
Tesco
Currys/PC World
Amazon
14% 0
Argos
10
Specialist
13%
Independent stores
14%
Sainsbury’s
16%
Apple
20
Fig 48 Countries with the best communications technology
No-45%
Fig. 47 Response to 'Would you wear a gadget that allowed you to change your scent whenever you wanted?' Primary Survey
“The digital scent technology is expected to register a siginificant growth in the next five years” -Digital Scent Technology.2016 25
“The Ophone is...a mobile messaging platform for sending aromatic emoticans.� Liz Stinson 2014
26 26
Fig. 49
27 27
“Digital smell technology can immenseely influence the future of a plethora of indsustries�The Windows Club. 2013
28
Fig. 50 Our competition would be global electronic brands due to their recent launches of wearable technology, but also the scented O-Phone which has recently been developed. Our product would be different as the device would transmit an experience for a consumer in a personalised, futuristic way which they could potentially alter depending on their scent preference. If we were to focus on a UK or USA based market, the product may be sold in department stores, electrical and online retailers who sell digital devices and fragrances. However, we could also possibly focus on marketing our product in technology advanced countries. It will be sold at approximately ÂŁ250 due to the technological feature and the combination of fragrance which realistically would not be cheap to create.
29
The Tech Savvy
30 30
Fig. 53
Fig. 52
Fig. 51
We could communicate to this consumer via an interactive pop up experience where a customer can try on the product, select their favourite scent to add to the product then send their choice to a social media application to promote the product globally and also maintain the trend of technology.
31
Fig. 54
32
Electric Future
Fig. 55
Digital Personalisation
Choice
Advance Transmit
Scent
Forward
Quick Tech
Gadget Bracelet
Device
Preference 33
The Big Idea 34
Fig. 56 My recommendation for the Big Idea would be insight one because I believe that the sporty archetype is one that is becoming increasingly large due to the Health and Fitness trend. Furthermore, there is greater demand for a product which would have the long-lasting effects that deodorants cannot provide in comparison to relaxation or energising products which are already being created in various forms by competing brands. In further support of insight one, in regards to the hygiene of the human body there is much more demand for a newer deodorant format than a digital scent which realistically, is still too far in the future to develop. In terms of developing insight one and taking inspiration from the artist Lucy McCrae’s ‘Swallowable Perfume’, we could create a scented product which could be swallowed in the form of a liquid or capsule with effects that would enable the human body to emit a genetically fresh, natural scent which would gradually excrete through the skin surface as a person perspires during intense exercise.
“A product that releases perfume whilst the wearer sweats could be of great interest”-Mintel’s report Healthy Lifestyle- UK July 2014
Fig. 57
35 35
Harvard Reference List of Illustrations: Front Cover Figure 1. Bompas and Parr (2015) PharmaCafe [ONLINE] Available at: http:// bompasandparr.com/projects/view/pharmacafe/ [Accessed 21 March 16] Contents Figure 2. Pinterest (2015) Nike Advert. [ONLINE] Available at: https:// uk.pinterest.com/pin/83175924343493605/. [Accessed 21 March 16]. Figure 3. Protein (2015) Pharmacafe. [ONLINE] Available at: https://www. prote.in/feed/pharmacafe. [Accessed 21 March 16]. Figure 4. Entrepreneur (2014) A Simple Bracelet Can Turn Your Arm Into an Interactive Smartphone Display. [ONLINE] Available at: http://www. entrepreneur.com/article/240580. [Accessed 21 March 16]. Figure 5. Swallowable Parfum (2011) Swallowable Parfum. [ONLINE] Available at: http://swallowableparfum.com/. [Accessed 21 March 16]. Insight 1 Figure 6. Webb, S (2015) Unknown. StockSnap.io [ONLINE] Available at: https://stocksnap.io/photo/ZFIQC5CZRP Accessed 21 March 16]. (background image) Figure 7. Ferguson, K. (2016) Deodorant and Body Spray- UK January 2014. Mintel [Infographic] Available at: http://academic.mintel.com/ display/735425/?highlight Figure 8. Ferguson, K. (2016) Healthy Lifestyle Report-UK July 2014. Mintel [Infographic] Available at: http://academic.mintel.com/ display/735425/?highlight Figure 9. Ferguson, K. (2016) Deodorant and Body Spray- UK January 2014. Mintel [Infographic] Available at: http://academic.mintel.com/ display/735425/?highlight Figure 10. Ferguson, K (2016) Primary Survey for Insight One [Infographic] Figure 11. Ferguson, K (2016) LeisureDB Press Release June 2015. Rise in UK Fitness Members in London 2015 [Infographic] Available at: http://www. leisuredb.com/blog/2015/6/19/2015-state-of-the-uk-fitness-industry-reportpublished-yesterday Figure 12. Ferguson, K (2016) Health and Fitness Clubs-UK June 2014. Mintel [Infographic] Available at: http://academic.mintel.com/display/708111/ Figure 13. Ferguson, K (2016) Mintel’s This Girl Can Success- January 2016. Mintel [Infographic] Available at: http://academic.mintel.com/ display/761334/?highlight Figure 14. Ferguson, K (2016) Nivea number one with Australian women. Roy Morgan [infographic] Available at: http://www.roymorgan.com/ findings/6463-nivea-and-other-skin-face-care-hand-body-lotion-brandsmarch-2015-201509210257 Figure 15. Ferguson, K (2016) Primary Survey for Insight Two [infographic]
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Figure 16. Ferguson, K (2016) Primary Photography of Lush’s The Guv’ner Deodorant powder. London Figure 17. Ferguson, K (2016) Primary Photography of Lush’s T’EO Solid Deodorant. London Figure 18. Ferguson, K (2016) Competition mood board for Insight One [moodboard] Figure 19. Ferguson, K (2016) Deodorant Positioning Map [Positioning Map] Figure 20. Ferguson, K (2016) Moodboard of places for the product to be sold in [moodboard] Figure 21. Lydia Millen (2015) My Top 5 “Wisdoms” I’ve learnt on my Fitness Journey. [ONLINE] Available at: http://lydiaelisemillen.com/2015/11/my-top-5wisdoms-ive-learnt-on-my-fitness-journey/. [Accessed 21 March 16]. Figure 22. Lydia Millen (2016) Be the Best Version of Yourself. [ONLINE] Available at: http://lydiaelisemillen.com/2016/01/be-the-best-version-ofyourself/. [Accessed 21 March 16] Figure 23. Lydia Millen (2015) In Training for The Sunset Relay [ONLINE] Available at: http://lydiaelisemillen.com/2015/06/in-training-for-the-sunsetrelay/. [Accessed 21 March 16]. Figure 24. Pinterest (2016) Bootea. [ONLINE] Available at: https:// uk.pinterest.com/pin/272467846184430689/. [Accessed 21 March 16]. Figure 25. Ferguson, K (2016) Visual Moodboard for Insight One [moodboard] Figure 26. Ferguson, K (2016) Visual Moodboard for Insight One [moodboard] Insight 2 Figure 27. Start-up Stock Photos. (2015) Unknown. StockSnap.io [ONLINE] Available at: https://stocksnap.io/photo/SCC00WCQ3I [Accessed 21 March 16]. (Background image) Figure 28. Ferguson, K (2016) British Employees are most stressed workers in Europe. Insight [infographic] Available at: http://workplaceinsight.net/ british-employees-are-most-stressed-workers-in-europe/ Figure 29. Ferguson, K (2016) A Quarter Of Working Moms Cry Once A Week, But There Are Solutions. Huffington Post. 2014 [infographic] Available at: http://www.huffingtonpost.com/2014/10/24/working-moms-cry_n_6041728.html Figure 30. Ferguson, K (2016) Working Mother’s Statistic. Statistic Brain [infographic] Available at: http://www.statisticbrain.com/working-motherstatistics/ Figure 31. Ferguson, K (2016) Women’s health evidence-based research prioritized for 2016 - 29th December 2015. Mintel [infographic] Available at: http://academic.mintel.com/display/759222/?highlight Figure 32. Ferguson, K (2016) The Great British Bedtime Report. The Sleep Council. 2013 [infographic] Available at: http://academic.mintel.com/ display/740603/?highlight Figure 33. Ferguson, K (2016) Air Care- UK June 2015 Report. Mintel [infographic] Available at: http://academic.mintel.com/ display/740603/?highlight
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Figure 34. Ferguson, K (2016) Primary Survey for Insight Two [infographic] Figure 35. Ferguson, K (2016) Competition Moodboard for Insight Two [moodboard] Figure 36. Ferguson, K (2016) Moodboard of places for product to be sold in [moodboard] Figure 37. Pinterest (2015) 16 Tips to Returning to Work After Maternity Leave. [ONLINE] Available at: https://uk.pinterest.com/ pin/500603314806764355/. [Accessed 21 March 16]. Figure 38. Fountain Resource Group (2015) Happy-mother-with-the-child-on-thehands. [ONLINE] Available at: http://www.frg.ie/local-news/choosing-oldermotherhood/attachment/happy-mother-with-the-child-on-the-hands/. [Accessed 21 March 16]. Figure 39. Enos, D (2013) 3 Tips for Avoiding Stress. Live Science [ONLINE] Available at: http://www.livescience.com/36938-avoiding-stress-tipsprevention.html [Accessed 21 March 16]. Figure 40. Ferguson, K (2016) Visual Moodboard for Insight Two [moodboard] Figure 41. Ferguson, K (2016) Visual Moodboard for Insight Two [moodboard] Insight 3 Figure 42. Anon (2011) What we Offer. UGTechnologies [ONLINE] Available at: http://ugtechnologies.com/?page_id=105 [Accessed 21 March 16]. Figure 43. Ferguson, K (2016) Leisure Habits of Millennials - UK - August 2015- Attitudes towards Health and Fitness. Mintel [infographic] Available at: http://academic.mintel.com/display/746768/?highlight Figure 44. Ferguson, K (2016) Electrical Goods Retailing Executive Summary UK- February 2015. Mintel [infographic] Available at: file:///C:/Users/Kate/ Downloads/Electrical%20Goods%20Retailing%20-%20UK%20-%20February%202015%20 -%20Executive%20Summary.pdf Figure 45. Ferguson, K (2016) Primary Survey for Insight Three [infographic] Figure 46. Ferguson, K (2016) Electrical Goods Retailing Executive Summary UK- February 2015. Mintel [graph] Available at: file:///C:/Users/Kate/ Downloads/Electrical%20Goods%20Retailing%20-%20UK%20-%20February%202015%20 -%20Executive%20Summary.pdf Figure 47. Ferguson, K (2016) Primary Survey for Insight Three [infographic] Figure 48. Ferguson, K (2016) 12 Most Technologically Advanced Countries 2015. Richest Lifestyle [infographic] Available at: http://www. richestlifestyle.com/most-technologically-advanced-countries/6/ Figure 49. Ferguson, K (2016) Competition Moodboard for Insight Three [moodboard] Figure 50. Ferguson, K (2016) Places for the product to be sold in [moodboard] Figure 51. Anon (2014) Computer Vision Syndrome. Eye Care Midwest [ONLINE] Available at: https://oakcreekeyedoctor.wordpress.com/2014/01/02/computervision-syndrome/ Accessed 21 March 16].
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Figure 52. The Verge (2015) Up close with the HoloLens, Microsoft’s most intriguing product in years [ONLINE] Available at: http://www.theverge. com/2015/1/21/7868251/microsoft-hololens-hologram-hands-on-experience. [Accessed 21 March 16]. Figure 53. Pinterest (2015) Tokyo, Japan [ONLINE] Available at: https:// uk.pinterest.com/pin/572238696380404483/ [Accessed 21 March 16]. Figure 54. Ferguson, K. (2016) Visual Moodboard for Insight Three [moodboard] Figure 55. Ferguson, K. (2016) Visual Moodboard for Insight Three [moodboard] Figure 56. Kurtz, K (2015) What’s sexy about being sweaty? Everything. Get your Fit Together [ONLINE] Available at: http://www.getyourfit.com/whatssexy-sweaty-everything/ Figure 57. Swallowable Parfum (2011) Swallowable Parfum. [ONLINE] Available at: http://swallowableparfum.com/. [Accessed 21 March 16]. List of References (quotes) Aesop Sales Associate. Ferguson, K (March 2016). Catherine Oil Burner Blend. London Anon. (July 2014) Healthy Lifestyle-UK July 2014. Mintel [ONLINE] Available at: http://academic.mintel.com/display/735425/?highlight [Accessed 21 March 16]. Anon (January 2015) Deodorants: The Consumer – Usage of Deodorants. Mintel. [ONLINE] Available at: http://academic.mintel.com/ display/726586/?highlight#hit1 [Accessed 21 March 16]. Anon (June 2015) Press Release. LeisureDB [ONLINE] Available at: http://www. leisuredb.com/blog/2015/6/19/2015-state-of-the-uk-fitness-industry-reportpublished-yesterday [Accessed 21 March 16]. Anon (June 2015) Air Care Report- UK June 2015. Mintel [ONLINE] Available at: http://academic.mintel.com/display/740603/?highlight [Accessed 21 March 16]. Anon (2016) Digital Scent Technology Press Release. Markets and Markets [ONLINE] Available at: http://www.marketsandmarkets.com/PressReleases/ digital-scent-technology.asp [Accessed 21 March 16]. Frederick Male Sales Associate. Ferguson, K (March 2016). Frederick Male Diffusers. London Karnany, S (2013) Digital Scent Technology-Challenges Ahead! The Window’s Club [ONLINE] Available at: http://www.thewindowsclub.com/digital-scenttechnology [Accessed 21 March 16]. Lush Sales Associate. Ferguson, K (March 2016) Lush’s Deodorant products. Nottingham Molton Brown Sales Associate. Ferguson, K. (March 2016). Ylang Ylang Products. London Molton Brown Sales Associate. Ferguson, K (March 2016). Bushukan Products. London Stinson, L (2014) This Magical Scent-Sending Phone Is Now Available to Order. Wired [ONLINE] Available at: http://www.wired.com/2014/06/you-can-now-buythis-scent-sending-phone/ [Accessed 21 March 16].
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