Fragrance Brief: Second Skin Promotional Plan by Kate Emily Ferguson

SECOND SKIN

Extended Promotion Plan

Kate Ferguson.N0615789.FASH10106:Creative Networks

â&#x20AC;&#x153;An important element of branding is to develop and establishâ&#x20AC;Śa brand identity. This is the foremost tactic for achieving the emotional connection with a target audienceâ&#x20AC;? (Posner, H. 2015)

Fig 2. Leisure Club Facilities. 2016

Contents

Intro Pg 4-5

Creative Concept Pg 6-19

Creative ConceptWinter Pg 20-21

Creative ConceptSummer Pg 22-23

Consumer Profile Pg 24-27

Triggers & Barriers Pg 28-29

Winter Execution Pg 30-33

FINAL WORDS Summer execution Pg 34-37

Graphs & Sequences Pg 38-40

Pg 41

References Pg 42-50 3

INTRODUCTION Second Skin is a brand that values providing millennial women with a sense of confidence, strength and determination to push themselves to their limits whilst they work out. This is the essence of our brand, which we intend to explore further by creating an eight month promotional plan from winter to summer to engage our target consumer. Second Skin also intend to fill a gap within the fragrance market which offers an alternative solution to perspiration for women. Whilst my brand intends to fill this gap, it is also a response to the expanding health and fitness trend which has boomed across the UK over the past year.

you see sweat. i see confidence 4

Creative Concept

In terms of Second Skin’s creative concept, the We wanted to express a sense of exposure brands aim was to provide young millennial women and movement within our visuals to emphasise with a new sense of self-esteem within their own where the scent was excreted from. Therefore skin and to encourage them not to be afraid to break in terms of our advert, we took inspiration from a sweat. Since ‘the visual language of science has Steven Klein’s photograph of Kate Moss for inspired numerous creative people’ (The A-Z of ‘Mademoisselle’ magazine in 1993. The image Visual Ideas, 2011) our creative inspiration came visually communicated a marriage between the from the Australian artist and scientist, Lucy McRae structure of the body and freedom of the skin, to who created ‘Swallowable Parfum’. Swallowable continuously translate the message of exposure Parfum is a digestible scented capsule which allows and create an emphasis on the texture of the skin, ‘perfume molecules (to) travel through your body which is highlighted by the contrasting dark light. and excrete when you perspire’, (Nanosupermarket, We also looked at the photographer Michael Jansson, 2016) emitting a fresh scent from the skin. whose work consisted of black and white images Therefore, we took this inspiration on board to where water droplets were adorned onto the face develop a concept which combined science with which we interpreted to fit our ‘sweat it out’ concept. fragrance, to allow women to perspire freely without developing a bad scent during intense exercise. As for the competing campaigns which fuelled our concept of confidence during exercise, we also took inspiration from Nike’s ‘Better for it’ advert and Sports England’s ‘This Girl Can’ campaign. Both brands had explored ideals of female empowerment and fitness which were similar to the core values we wanted to communicate.

Fig 3. The Perfume new era. 2012

Fig 4. Unknown. 2010

Fig 5. Swallowable Parfum. 2011

‘This Girl Can is a celebration of all the women who are finding the confidence to exercise: it’s an attitude and a call to action’ (Telegraph, 2014) ‘Nike acknowledges the struggles that many women face during workouts and makes their message stronger and more relatable.’ (Mintel, 2016) you see sweat. i see confidence 8

Second Skin advert >>>

Fig 6. Nike ‘Better for it’ advert. 2015 Fig 7. Michael Jansson image. 2016

Fig 8. Kate Moss for ‘Mademoisselle’ magazine in 1993

Fig 9. This Girl Can Campaign. 2015 Fig 10. Powerade-Zero. 2010

Fig 11. Second Skin Advert campaign. 2016

SECOND SKIN

When we were visualising our colour palette, we wanted to select colours which would portray a combination of two different emotions within our brand identity. Therefore we chose turquoise to represent freshness, honesty and to communicate a sense of safety surrounding the idea of swallowing a capsule. We also wanted to depict a sense of power and energy. Therefore, we chose a vivid hot pink to symbolise our determined and confident female consumer and also visually contrast against the turquoise, to create a juxtaposition of boldness and clarity within our identity.

Fig 12. Second Skin Logo. 2016

Our logo and name came together harmoniously to represent the concept of our brand. The name â&#x20AC;&#x2DC;Second Skinâ&#x20AC;&#x2122; connotes the concept of the consumer wearing a second skin of confidence, motivation and positivity whilst she works out. However, it also represents the idea of the scent being projected through perspiration to form a second skin. The logo features two distinctive shapes consisting of a water droplet, which signifies the sweat molecules and a structure of an arm, which has been duplicated and faded to represent the natural scent which forms the second layer of skin.

Fig 13. Second Skin Colour Palette. 2016

Colour Palette 13

Bottle & Packaging

Simplicity yet solidarity

Clear

Fig 14. Second Skin Bottle and Packaging. 2016

Natural Look

Visual Aesthetic

Fig 15. Water Sketch. 2015

Fig 16. Second Skin Visual Aesthetic. 2016

Exposed

Perspire Projection Release

Energy

Skin Purity

Strength

Visibility

Identity

Free Perform Confidence

Honesty

Textural 17

Fig 17. Second Skin Brand Onion. 2016

Brand USP

Our brand is distinctive and attractive to the target consumer because...

An edible perfume that replaces the smell of sweat with a fresh scent which enhances during perspiration

A long lasting alternative to using deodorant without re-application for young experimental users Quick fix so women can continue their day to day lifestyle

The brand acts as a womenâ&#x20AC;&#x2122;s best friend who she can trust and rely on; Support system to give her power throughout her journey of achieving her goals in health and fitness Fig 18. Second Skin Brand USP. 2016

Robert Lauterborn’s 4’Cs +P’s Communication Use of social mediums to primarily connect the young, millennial audience who are more likely to share and like posts about it.

Marketing Mix

Product Edible perfume that enables the human body to emit a genetically fresh scent which would gradually excrete through the skin surface.

Customer Needs and Wants The consumer needs a long lasting product that they can use as a quick fix and allows them to go from the gym to other destinations and still smell fresh.

Promotion Via YouTube fitness channels, social mediums, collaboration with celetoids who bring out workout DVDs in the January period and pop up stalls at summer sporting events.

Price £20 to reflect the quality of the product and position ourselves against other competing sports nutrition and health and fitness products within the market.

Fig 19. Robert Lauterborn 4 C’s model. 2016

Convinience Consumer can purchase the product at places they would normally visit within their lifestyle and daily routine

Place To be distributed within gyms, sports shops and health shops or at our summer promotion pop up stall at sporting events.

Cost to the customer Mass market prices so young millennials are still able to purchase the product with their disposable income

Initial Insight: ‘a product that releases perfume whilst the wearer sweats could be of greater interest, ensuring greater protection with increasing intensity of exercising’.- (Mintel’s report Healthy Lifestyles. 2014)

Creative Concept Since our concept was to encourage women to feel confident during exercise, we wanted to begin our promotion on a personal level to introduce ourselves to our consumers and gain their loyalty. As a brand, we want to reach out to women during the post-Christmas and New Year period of January 2017 when women are feeling their lowest about their body and their recent fitness routine. Through promotion, we intend to start a journey with them to build their confidence in exercise up to the summer months and we will create an emotional connection with the consumer, acting as a support system that they can rely on during their greatest time of vulnerability for fitness. Although the consumer feels low, this is also a time when many women aspire to get back into shape due to their ‘New Year, New Me’ attitude. To support this, we would alter our product packaging into a ‘Starter Pack’ to motivate these women to re-engage with their active lifestyle.

Fig 20. Second Skin ‘Starter Pack’ packaging. 2016

Winter ‘I eat more during the winter and tend to exercise less often’ (Consumer Survey, 2016)

‘87% of millennial women agreed when they were questionned, ‘Does the season effect your approach to taking part in fitness and sports activity?’ (Consumer Survey, 2016)

‘73% of British Women experience a dramatic dip in their overall mood entering winter’ (Cosmopolitan, 2013)

73%

64%

87% When questionned, ‘ Across the year when would you say you felt your least confident?’ 64% of women said ‘winter’. (Consumer Survey, 2016)

‘60% of women experience a lack of body confidence during the winter, causing them to hide behind loosefitting clothes to cover up’. (Cosmopolitan, 2013)

60% Fig 21. Creative Concept for Winter infographic. 2016

Creative Concept

Summer

Since the concept for winter was to start to build the core value of confidence among millennial women and accompany the consumer throughout their emotional journey to regain this self-esteem, in the summer months they will be able to use this achieved confidence to their best ability throughout exercise and outdoor activities. The concept for summer also revolves around the idea of women exercising more in preparation for their summer holiday body and how they will be perspiring more due to the increase of temperature starting from April onwards. Therefore, since these women will also want to feel confident about their scent for this seasonal reason, we would alter our product packaging into a ‘Summer Body Ready’ essential kit for women to use over the summer.

Fig 23. Second Skin ‘Summer Body Ready’ packaging. 2016

Fig 22. Stocksnap.io image. 2015

‘42% of women said

66%

Fig.24 ‘women plan to workout more or start a new exercise routine in the summer’ (Pop Sugar Insight, 2014)

that they plan on renewing an exercise, fitness or workout program to shape up in summer’ (Pop Sugar Insight, 2014)

‘In summer you feel more incline to prep yourself to look good in the sun and achieve your aspirational beach body.’ (Consumer Survey, 2016)

45%

42%

Fig.26 ‘women said they exercise more since the sun rises early’ (Pop Sugar Insight, 2014) 23

Fig 25

Meet Abbie Abbie is our target consumer. She is a 20 year old university student studying food science alongside her part time waitressing job at a restaurant. This means she has a strong knowledge of nutrition and food and is extremely aware of what she is putting into her body to maintain her healthy lifestyle. Abbie is also very outgoing, energetic and a social media addict therefore, she is always aware of the next big trend within the popular culture world. She also regularly watches reality TV and engages in as much exercise as she can such as morning runs and visiting the gym to keep herself motivated. However, due to her busy schedule, Abbie canâ&#x20AC;&#x2122;t always go to the gym then straight to work or university because she feels uncomfortable about perspiring and ultimately smelling badly. Therefore, she holds back when it comes to pushing herself during exercise due to her self-consciousness.

Millennial active women, UK Archetype- Athlete, Warrior Discovering personal power, identity and strength beyond competition Understands her body Confronts her physical vulnerabilities

Whatâ&#x20AC;&#x2122;s in my Gym Bag?

Fig 27. Whatâ&#x20AC;&#x2122;s in my bag? 2016

Fig 28. Consumer Profile. 2016

Day in the Life of Abbie Fig 29. Day in the life of Abbie. 2016

7:45am

Wake up

2:00pm Goes to the Gym, listens to music and watches workout videos using YouTube

(Media Diary)

8:00am

Uses social media in bed: Instagram, twitter, facebook, snapchat.

12:00pm Makes Lunch, checks social mediums again including WhatsApp

4:00pm Daytime

University

Checks social mediums when she has a spare minute

10:00am

University

11:30am

11:00am

Goes Home

University

Weekday

At Gym: Uses fitness apps on phone such as ‘MyFitnessPal’

Leaves Gym

Gets ready for university and makes healthy breakfast - granola, yoguhurt, bluberries

9:00am

has a shower after the gym due to perspiration and conscious feeling of bad hygiene

5:00pm Night

Morning

Weekend Fig.30 ‘When do you use social media the most?’ (Consumer Survey, 2016)

cooks healthy dinner, watches tv, uses phone and goes on social media again

6:00pm

goes and socialise with friends, does not use social media as much

7:00pm 10:00pm

Comes home, checks social mediums in bed for longest amount of time throughout day

12:00pm

Sleep

Time of day that social media is used most >>>>> Twitter Facebook Snapchat Instagram YouTube WhatsApp 26

Semi-Structured interview with our consumer, 2016

In terms of what our brand has to offer, do you think that our product would have benefits to your lifestyle between gym visits and your performance during fitness? Yes, because I go to the gym between studying and it would be handy to come out of the gym and go straight into the library still smelling fresh. What is your opinion on swallowing a perfume in the form of a capsule? In my opinion, it is no worse than a caffeine pill instead of always drinking coffee. Therefore, since those are safe to use I would not question using this product as long as it was accredited. Do you feel confident when you exercise? No I sometimes feel conscious about the way that I look during my workout and worry about smelling bad whilst I Fig 31. Semi-structured interview with the sweat. consumer. 2016 27

Triggers

Fig 32. Trigger Responses from Focus Group. 2016

‘I want to feel good about myself again after the Christmas blowout’ (Hayward, S. 2016) ‘I want to smell good whilst I work out’ (J,Jones. 2016) ‘I want to be able to go from place to place after exercising without smelling of perspiration’ (Holt, A. 2016) ‘I want to feel confident about my physical appearance whilst I work out’ (Mabbutt, E.2016)

Reassurances ‘People will trust the recommendations of influential figures e.g. celebrities, sportsmen’ The capsule takes advantage of the natural enzymes in the body to release fragrant molecules (Laini Burton, 2011)

‘Fitness Trainers have professional knowledge about health and fitness and are aware of what they are putting in their bodies.’ ‘The product has been scientifically tested by Lucy McRae who collaborated with the synthetic biologist Sheref Mansy’ Fig 33. Reassurances for Focus Group. 2016

Barriers ‘I don’t like the idea of putting something into my body in the form of a capsule’ (Hayward, S. 2016) ‘I don’t know the complete side effects of this product’ (J,Jones. 2016)

‘Has it been scientifically tested?’ (Holt, A. 2016)

‘Capsules have association with illness, medication and negativity’ (Mabbutt, E. 2016) Fig 34. Barriers Collage. 2016

Winter Execution For Second Skin’s winter promotional plan we intend to integrate traditional and digital communication tools to reach our target consumer. Therefore, Second Skin will use YouTube fitness channels and Workout DVD’s in collaboration with ‘celetoids’ and ‘achieved’ (Fashion Promotion in Practice, 2016) celebrities to promote our brand and product at the beginning of January. As a brand we chose to use these communication tools to translate our creative concept for winter to firstly build the consumer’s confidence in the comfort of their own home and begin their journey towards achieving their fitness goals. This journey will continue into the summer months. We would also use YouTube as a platform because ‘YouTube has seen growth in usage, with penetration up from 40% in February 2014 to 48% in February 2015.’ (Mintel, 2015) and it is also ‘more popular with younger people, with 68% of 16-24s using the media network in the last three months.’ (Mintel, 2015) Therefore, YouTube directly communicates to our young millennial consumer. Furthermore, although ‘in-home fitness remains led by the DVD, new platforms are becoming more and more important all the time.’ (Mintel, 2015)

Fig 37. BeFit Youtube Channel. 2016

Yes-76% N024% Fig.35 ‘Have you ever watched workout videos using YouTube?’ (Consumer Survey, 2016)

Therefore by using YouTube as a platform, Second Skin will also collaborate with the fitness channel ‘BeFit’ which had ‘1.36 million subscribers and 21 videos that had attracted more than 1 million views apiece during the Winter of 2014’(Mintel, 2015) which will lead to great recognition for our brand. This will also allow our brand to develop a ‘Business-to-Consumer’ relationship to reach out to our target consumer by collaborating with a specific channel that consumers watch during the winter.

65% Fig.36 ‘16-24s visit YouTube at least once a day. (Mintel, 2015)

To integrate the traditional side of communication into our promotional plan, Second Skin will also collaborate with celebrity workout DVD’s. We chose this communication tool because ‘the fitness DVD industry is worth nearly £200 million, with profits soaring by 11 per cent between 2008 and 2012 (which are) expected to climb a further 10 per cent by 2017.’ (Telegraph, 2015) Furthermore, I felt that it was a strong communicational tool for the winter period since eBay reported that ‘sales of exercise DVDs increase by 150 per cent in just a few weeks following the Christmas/ New Year blowout.’ (Telegraph, 2015) Therefore due to the high amount of sales, this suggests that many consumers are eager to incorporate health and fitness back into their lives via ‘in-home fitness’ and by using this collaboration, it will build a firm first consumer base for the start of our promotion.

Yes- 56% No-44% Fig.38 ‘Have you ever purchased a workout DVD after Christmas in order to get fit for the New Year?’ (Consumer Survey, 2016)

Fig.39 ‘16-24s watched health and fitness videos in August 2015 online or via mobile app. (Mintel, 2016)

28% Fig 40. 12 workout DVD’s to keep you motivated. 2014

“I find that watching workout videos are convinient as they makes you feel as if you are with your own personal trainer who you can rely on without leaving the house.” Sheppard, A (2016) Semi-Structured interview 31

Brand Advocates In terms of the individuals who would be promoting our brand and product via the two communication tools, Second Skin would use celetoids, who have derived from Reality TV and achieved celebrities who have derived from achievement within sports and fitness. We would use these stars because they arguably ‘source attractiveness…and creditability’ (Howland and Weiss, 1951) when it comes to the interests of consumers. Furthermore, by selecting celebrities who already have a background in health and fitness or who fit with the interests of my target consumer such as Reality TV, this will add to the ‘persuasiveness of (the) endorsement, and it may also increase the celebrities trustworthy and appeal’ (Erdogan, 1999) along with the appeal of our brand. Our product would feature and be used by the specific trainer or celebrity during the work out video recording to show the usage and effects.

However, athletes and fitness trainers could be used to advertise our product as they will be able to provide a validity to our brand since they already have knowledge about products that can damage or benefit your body. Furthermore, since the idea of a capsule may be associated with health issues, using this sort of collaboration would gain a sense of trust for our brand.

‘The 3 Minute Belly Blitz became the best fitness DVD seller in 15 years.’ (OK magazine, 2015)

Yes56%

The ‘greatest promotion for brands (is) having a normal person say, “I love this brand or product.” ’

No-44%

(Fashion Promotion in Practice, 2016) Since ‘it’s crucial to work with real luminaries who are ‘on brand’ and share similar values’, (Ruth Marshall Johnson, 2016) the brand would mostly use celetoids to promote our brand and product within their winter workout DVD’s. Not only would it be a great success to use these celebrities due to the fact that in January 2015 ‘Geordie Shore star Charlotte Crosby’s 3 Minute Belly Blitz became the fastestselling fitness DVD ever, with 101,000 copies sold in its first month’ (Telegraph, 2015) but also because arguably, these stars are a stronger communication tool due to their relatable everyday lifestyle and their honesty about certain aspects of their lives which are continuously promoted within the media. Furthermore, celetoid workout DVD’s promote the same values as Second Skin which revolve around knowing your goals and achieving them in a realistic way.

Fig.41 ‘Would a celebrity/athlete collaboration with a brand have an effect on your purchase of a product?’. (Consumer Survey, 2016)

Fig.42 ‘Do you watch reality TV?’. (Consumer Survey, 2016)

Yes88% No- 12%

Fig 44. Charlotte Crosby 3 Minute Body Blitz on bus promo. 2016

Fig 43. Charlotte Crosby 3 Minute Body Blitz edit. 2016

‘ “The most popular fitness DVDs are very well marketed and usually led by a relatable role model rather than a professional athlete. They bring an attractive package into your living room.” ’(Telegraph, 2015)

Fig 45. Jillian Michaels. 2016

Fig 46. Jillian Michaels’ Six Week Six Pack. 2013

Summer Execution Following on from the winter promotion, Second Skin would continue this journey of building confidence right up towards the summer months. In terms of how we would connect with our target customer during summer, we would collaborate with the all women sporting event, Race for Life which commences from May-August. By collaborating with this event via pop up stalls in different areas of the country, it would allow our brand to directly interactive with our target consumer of a young active women since the race unites ‘all women with a common goal’ (Race for Life, 2016) in regards to their lifestyle and fitness. Also, via social media, we would encourage the women who started the journey with us in January to take part in this event as their ‘big race debut’ to show off their gained confidence which they have worked on over the previous months. This would also hopefully encourage other women to try our product. The collaboration would also arguably develop a Businessto-Consumer relationship with our consumer by trading with an organization which engages many women across the country, allowing us to reach a mass amount of consumers and offer our product to them. Fig 47. Second Skin Pop up Stall at Race for Life. 2016

Pop ups offer ‘an array of interesting and creative merchandise in a new way that is not beholden to seasons’ (Mores, 2006)

By also using the communication tool of a public event that creates a community of determined women, our brand would be able to gain a ‘face to face opportunity to communicate (our) messages’. (Fashion Promotion in Practice, 2016) We could also build a rapport with our consumers and discuss the benefits, effects and science behind of our product to break down some of the potential barriers which may exist, due to the preconceptions capsules already have with medication and ill-health. Therefore, during the event we would have representatives from the brand who would talk to our consumer to ‘communicate messages in (a) specially created, multi-sensory environment…which would affect (the) attendee emotionally, psychologically and physically…through contact’ (Fashion Promotion in Practice, 2016) in order to make them feel comfortable about trying our product. Furthermore, by collaborating with a charity organization, this will also provide our brand with validity and safety reassurance since the organization’s prioritizes looking after women’s health and would not collaborate with a brand that could possibly effect this.

The collaboration would not only have benefits for our brand but it would also be a great communication tool for the Race for Life charity. This is because our brand would be able to engage more millennial women who joined our journey in the winter months via workout DVD’s and fitness channels and it would also keep the charity organization up to date with new trends associated with the health and fitness trend via social media.

Yes84% No16% Fig.50 ‘Have you ever taken part in a charity organisation or a sporting event?’ (Consumer Survey, 2016)

Yes- 79% No21%

Fig 48. Race for Life 2015 in Prospect Park. 2015

COME AND SPEAK TO ONE OF OUR TEAM MEMBERS! Fig.51 ‘Would you be interested in using a health and fitness product which was in collaboration with organisations such as ‘Race for Life’ or other leading sports events?’ (Consumer Survey, 2016)

Fig 49. Second Skin Team Members image. 2016

Social Media24%

We would also encourage our consumer to use the freebie during race to see the full effects, show that they are confident to perspire freely and ultimately push themselves.

No12% Yes88%

Freebies33%

Events9%

Fig.53 ‘Would a promotional pop up stall with freebies at a sporting event interest you?’ (Consumer Survey, 2016)

Another communication tool we would use to engage our consumers during the event would be to give out freebies from our brand to encourage women to try our product. This would hopefully lead to a purchase of ‘Swallowable Perfume-Work it Out’ during the event or afterwards since ‘younger consumers are more likely to purchase goods following a sporting event’(Mintel, 2015) and it would also give them a reassurance of what the product was all about before they went ahead with the purchase.

Online PromotionCeleb Fig.52 ‘What communication tools interest you the Adverts/ Collabs 15% most?’ (Consumer Survey, 2016) Instore 12% PromoBoth 3%

‘Millennial consumers are the ‘core demographic that retailers must engage with before, during and after a sporting event to encourage purchasing during this period.’ (Mintel, 2015)

Fig 54. Second Skin Facebook Page. 2016

Media Channels

During the Race for Life we would encourage our consumers to interact with our social media accounts by uploading photos and videos of them trying out the product and using our hashtags. This would also allow the consumers to have their own say on the products and mean that they were arguably ‘contributing to the evolution of (the) brand, as their actions or reactions (may) help shape (our) brand’s future activities’ (Fashion Promotion in Practice, 2016) and also provide us with consumer feedback.

Fig 57. Second Skin Instagram Profile. 2016

Fig.55 ‘When do you feel most active?’ (Consumer Survey, 2016)

Fig.56 ‘What is your favourite social media platform?’ (Consumer Survey, 2016)

When deciding on how to push our brand from winter to summer to keep these women engaged in the journey to building confidence, we would regularly use Instagram, Facebook and Snapchat to promote our brand. This would also allow us to keep our consumers up to date with the release of DVD’s, adverts, new fitness video uploads and collaborating events. In terms of when we would update our profiles, we would consider when our consumer would be feeling their most active. Therefore, we thought it would be best to promote ourselves on mornings and late afternoons to ensure a stronger interaction with our consumer and target them when they would be feeling their most motivated. We would also regularly share the fitness videos from YouTube via Facebook, Instagram and do recordings of our product advertisement during different innovating fitness routines via Snapchat to further push the brand.

Late Afternoon21%

Fig 58. Second Skin Snapchat Profile. 2016

Morning-64%

Evening- 6%

Early EVENING- 9% 37

Marketing Funnel

ork

itou

The target consumer is made aware of ‘Second Skin’ through general online search where they learn about a new health and fitness brand which encourages confidence during exercise.

in k s d n o #sec

The target consumer researches into the product via social media, blogs and YouTube channels to find out if others are using it and compares it to its competitors. However Second Skin’s products are extremely unique and new to the market in terms of edible perfume!

After research, the consumer decides whether they want to trade in their usual deodorants for ‘WORK IT OUT’.

#sweatitout

Second Skin can be purchased within gyms, health shops and sports shops. Or perhaps through our winter collaboration with YouTube and TV fitness channels or later at our summer pop up stall at sporting events. The integration of traditional and digital pushes the action. The consumer follows or likes Second Skin on social media and joins the journey of building confidence.

The consumer uploads images and videos to social media of them using the product whilst they perspire during exercise. The consumer uses our signature hashtags:

Fig 59. Marketing Funnel. 2016

#youseesweatiseeconfidence 38

Sequence of Events METHODS MEDIA

MESSAGE

TIMING

Integration of traditional and digital communications and face to face communication methods to connect with the consumer

Second Skinâ&#x20AC;&#x2122;s concept is all about empowering women to feel confident in their skin during exercise. We want to communicate a message to our consumer that our brand encourages them to know their body, achieve their goals and supports their journey.

By starting our promotion plan in January 2017, we are able to begin this journey at a time when women need confidence the most and continue this process up until the summer months. This will attract and engage more women to get involved in exercise over a period of time and familiarize them with incorporating our product into their lifestyle.

Instagram, Snapchat and Facebook are used most by target consumer and will help promote our brand.

Timeline 2016/17 Nov/Dec 2016

January 2017 Recording of work out videos begin with celeb/trainer collaborations

First work out DVD goes on sale, BeFit collab video uploaded to YouTube

February

March The journey carries on, more innovative fitness videos and tips are uploaded weekly and shared on social media

â&#x20AC;&#x2DC;WORK IT OUTâ&#x20AC;&#x2122; goes on sale in gyms, sports shops and health shops

May

July Second Skin begin promotion at various Race for Life events across the UK

Brand continues to update social media frequently with content from the races

August Fig 60. Second Skin Timeline. 2016

Promotion continues until the end of the month when women have achieved their health and fitness goals

Final Words Second Skin is a unique brand which gives women the confidence to perspire whilst they exercise. We understand the needs of our busy consumer, therefore, we value providing them with a quick fix solution to incorporate into their demanding lifestyle. In the future, Second Skin could expand by developing products for women on nights out or on holiday because similarly to exercising, these are both distinct times when women may suffer from heavy perspiration and ultimately feel less confident about themselves.

SUN IT OUT

DANCE IT OUT

Fig 61. Dance it Out. 2016

Fig 62. Sun it Out. 2016

Coming Soon to SECOND SKIN . . . 41

Harvard References List of illustrations:

Fig 1. Ferguson, K (2016) Second Skin Photoshoot image [own work] Fig 2. Kingsmill Hotel. 2016. Leisure Club Facilities. [ONLINE] Available at: http://kingsmillshotel.com/hotel/ leisure-club/gym-facilities/. [Accessed 31 May 2016]. [edited] Fig 3. Berlin WOW Mag. 2012. The perfume new era!. [ONLINE] Available at: http://wowberlinmag.com/theperfume-new-era/. [Accessed 31 May 2016]. Fig 4. Simpson, O. 2010. Unknown. Flickr. [ONLINE] Available at: https://www.flickr.com/photos/ottiliesimpson/4410868044/. [Accessed 31 May 2016]. Fig 5. Swallowable Parfum. 2011. Swallowable Parfum. A New Cycle of Evolution. [ONLINE] Available at: http://swallowableparfum.com/. [Accessed 31 May 2016]. Fig 6. Noreen Ismail. 2016. WATCH Nike shares your inner struggles. Marketing [ONLINE] Available at: http://www.marketing-interactive.com/nike-women-shares-inner-struggles/. [Accessed 31 May 2016]. Fig 7. Anon. 2016. model: daria werbowy (img) photographer: mikael jansson . Pinterest [ONLINE] Available at: https://uk.pinterest.com/pin/344947652691035791/. [Accessed 31 May 2016]. Fig 8. Anon. 2016. Kate Moss photographed by Steven Klein for Mademoiselle Nov. 1993. Pinterest [ONLINE] Available at: https://uk.pinterest.com/pin/344947652691130857/. [Accessed 31 May 2016]. Fig 9. Bell. P . 2015. Sport Englandâ&#x20AC;&#x2122;s This Girl Can Campaign Inspires Women To Get Fit By Using Real Woman (Cellulite And All). Huffington Post [ONLINE] Available at: http://www.huffingtonpost. co.uk/2015/01/12/sport-england-new-campaig_n_6423952.html. [Accessed 31 May 2016]. Fig 10. Mother. 2010. Powerade - Zero. [ONLINE] Available at: http://www.motherlondon.com/creative/ post/42. [Accessed 31 May 2016]. Fig 11. Ferguson, K. 2016. Second Skin Advert Campaign [own work] Fig 12. Ferguson, K. 2016. Second Skin Logo [own work] Fig 13. Ferguson, K. 2016. Second Skin Colour Palette [own work] Fig 14. Ferguson, K. 2016. Second Skin Bottle and Packaging [own work] Fig 15. Behance. 2015. Water Sketch #3 by Max Eremine, forming a veil from water droplets on glass over the eyes. Pinterest [ONLINE] Available at: https://uk.pinterest.com/pin/417075615471167188/. [Accessed 31 May 2016]. Fig 16. Ferguson, K. 2016. Second Skin Visual Aesthetic Moodboard [own work]

Word Count: 2,750

Fig 17. Ferguson, K. 2016. Second Skin Brand Onion [group work] Fig 18. Ferguson, K. 2016. Second Skin Brand USP [own work] Fig 19. Ferguson, K. 2016. Own intepretation of Robert Lauterborn’s 4 C structure [own work] Fig 20. Ferguson, K. 2016. Second Skin ‘Starter Pack’ packaging [own work] Fig. 21 Ferguson, K. 2016. Creative Concept for Winter [infographic] Available at: http://www.cosmopolitan. co.uk/beauty-hair/a23743/winter-skin-body-confidence-tips/ [own work] Fig 22. Anon. 2016. Unknown. StockSnap.io [ONLINE] Available at: https:// stocksnap.io/search/summer+running/sort/relevance/desc Fig 23. Ferguson, K. 2016. Second Skin’s ‘Summer Body Ready’ packaging [own work] Fig 24. Ferguson, K. 2016. 66% women plan to work out more in summer. (2014) Pop Sugar Insight [infographic] Available at: http://insights.popsugar.com/66-Women-Plan-Work-Out-More-Summer-34588725 Fig 25. Ferguson, K. 2016. 66% women plan to work out more in summer. (2014) Pop Sugar Insight [infographic] Available at: http://insights.popsugar.com/66-Women-Plan-Work-Out-More-Summer-34588725 Fig 26. Ferguson, K. 2016. 66% women plan to work out more in summer. (2014) Pop Sugar Insight [infographic] Available at: http://insights.popsugar.com/66-Women-Plan-Work-Out-More-Summer-34588725 Fig 27. Ferguson, K. 2016. What’s in my bag moodboard [own work] Fig 28. Ferguson, K. 2016. Consumer Profile [own work] Fig 29. Ferguson, K. 2016. Day in the Life of Abbie [media diary] [own work] Fig 30. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 31.Ferguson, K. 2016. Semi-structured Interview with our Consumer copy [own work] Fig 32. Ferguson, K. 2016. Trigger responses from Focus Group [own work] Fig 33. Ferguson, K. 2016. Reassurances for Focus Group [own work] Fig 34. Ferguson, K. 2016. Barrier Collage from Focus Group [own work] Fig 35. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 36. Ferguson, K. 2016. In-home and Individual Fitness - UK - February 2015. Mintel [ONLINE] Available at: http://academic.mintel.com/display/730497/?highlight#hit1. [Accessed 31 May 2016]. Fig 37. Ferguson, K. 2016. BeFit YouTube Channel collaboration with Second Skin [own work] Fig 38. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 39. Ferguson, K. 2016. This Girl Can success - 27th January 2016. Mintel [Infographic] Available at: http://academic.mintel.com/display/761334/?highlight Fig 40. Beaton, P. 2014. 12 workout DVDs to keep you motivated. Expertrain [ONLINE] Available at: http:// www.expertrain.com/blog/fitness/workout-dvds-to-buy.htm. [Accessed 31 May 2016].

Fig 41. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 42. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 43. Ferguson, K. 2016. Charlotte Crosby’s 3 Minute Belly Blitz [DVD] 2014. Amazon. Available at: https:// www.amazon.co.uk/Charlotte-Crosbys-Minute-Belly-Blitz/dp/B00QGQFO8U [edited] [own work]

Fig 44. Ferguson, K. 2016. Charlotte Crosby’s 3 Minute Belly Blitz on Bus Stop promotion [own work] Fig 45. Ferguson, K 2016. Jillian Michaels. Collage Video. Available at: http://www.collagevideo.com/ collections/jillian-michaels [edited] own work] Fig 46. A Summer Full Of Peaches. 2013. Fitness Fanatic Fridays: Jillian Michaels’ Six Week Six Pack Review. [ONLINE] Available at: http://asummerfullofpeaches.com/2013/04/fitness-fanatic-fridays-jillianmichaels-six-week-six-pack-review/. [Accessed 31 May 2016]. Fig 47. Ferguson, K 2016. Second Skin Pop up Stall at Race for Life [own work] Fig 48. Vashisht, R. 2015. In pictures: Race for Life 2015 in Prospect Park. Get Reading [ONLINE] Available at: http://www.getreading.co.uk/news/reading-berkshire-news/pictures-race-life-2015-prospect-9688314. [Accessed 31 May 2016]. Fig. 49. Ferguson, K 2016. Second Skin Team Members image [own work Fig 50. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 51. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 52. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 53. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 54. Ferguson, K. 2016. Second Skin Facebook Page [own work] Fig 55. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig 56. Ferguson, K. 2016. Consumer Survey [infographic] [own work] Fig. 57. Ferguson, K. 2016. Second Skin Instagram Profile [own work] Fig 58. Ferguson, K. 2016. Second Skin Snapchat Profile [own work] Fig 59. Ferguson, K. 2016. Marketing Funnel [own work] Fig 60. Ferguson, K. 2016. Second Skin Timeline [own work] Fig. 61. Ferguson, K. 2016. Dance it Out [own work] Fig. 62. Ferguson, K. 2016. Sun it Out [own work]

List of References: Anon. (July 2014) Healthy Lifestyle-UK July 2014. Mintel [ONLINE] Available at: http://academic.mintel.com/ display/735425/?highlight [Accessed 21 March 16]. Cohen, C. 2014. Sport England: Women don’t exercise for fear of being judged. Telegraph [ONLINE] Available at: http://www.telegraph.co.uk/women/womens-life/11198758/Sport-England-Women-dont-exercisefor-fear-of-being-judged.html. [Accessed 31 May 2016]. Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. p52.

Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. p62. (Original study by Howland and Weis. 1951) Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. p65 (Original study by Erdogan, 1999) Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. P69 (Originally said by Marshall-Johnson, R 2016) Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. p.82-83 Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. p89 (Originally said by Johnston. E, 2016) Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. p140 Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. p151 Cope, J. Maloney, D (2016). Fashion Promotion in Practice. London: Bloomsbury. p.152 (Original study by Mores, 2006) Ferguson, K. 2016. Consumer Survey Response Ferguson, K. 2016. Sheppard, A (2016) Semi-Structured interview Hoyle, A. 2015. Confessions of a fitness DVD addict. The Telegraph [ONLINE] Available at: http://www. telegraph.co.uk/wellbeing/fitness/confessions-of-a-fitness-dvd-addict/. [Accessed 31 May 2016]. Ingledew, J (2011). The A-Z of Visual Ideas: How to solve any creative brief. London: Laurence King. p161. NanoSupermarket. 2016. SWALLOWABLE PARFUM SWEET-SMELLING SWEAT. [ONLINE] Available at: http://www.nanosupermarket.org/swallowableparfum. [Accessed 31 May 2016]. Nisbet, M. 2015. Charlotte Crosby launches a new fitness DVD: Here’s 5 reasons why we’ll be doing it. OK! [ONLINE] Available at: http://www.ok.co.uk/lifestyle/fitness/501921/charlottes-bum-gets-everyone-talking. [Accessed 31 May 2016]. McGrath, R. 2015. Media Consumption Habits - UK - September 2015. Mintel [ONLINE] Available at: http:// academic.mintel.com/display/716130/#. [Accessed 31 May 2016]. Mitskavets, I. 2016. Nike’s ‘Better For It’ campaign uses real women for stronger appeal. Mintel [ONLINE] Available at: http://academic.mintel.com/display/769630/?highlight. [Accessed 31 May 2016]. Race for Life. 2016. Race for Life. [ONLINE] Available at: http://raceforlife.cancerresearchuk.org/index.html. [Accessed 31 May 2016]. Posner, H (2015). Marketing Fashion: Strategy, Branding and Promotion. 2nd ed. London: Laurence King. (Lauterborn Model- 4 C’s) p53. Posner, H (2015). Marketing Fashion: Strategy, Branding and Promotion. 2nd ed. London: Laurence King. p146. Walmsley, D. 2015. In-home and Individual Fitness - UK - February 2015. Mintel [ONLINE] Available at: http:// academic.mintel.com/display/730497/?highlight#hit1. [Accessed 31 May 2016].

Ferguson, K. 2016. Consumer Survey, Survey Monkey. [ONLINE] Available at: https://www.surveymonkey.co.uk/r/X9N7MGX

Appendix

Ferguson, K. 2016. Consumer Survey, Survey Monkey. [ONLINE] Available at: https://www.surveymonkey. co.uk/r/X9N7MGX

Semi- structured, In-Depth interview with millennial young woman concerning the practicality of our Swallowable Perfume- Work it Out. Do people want to swallow a perfume?

What is your opinion on swallowing a perfume in the form of a capsule? In my opinion, it is no worse than a caffeine pill instead of always drinking coffee. Therefore, since those are safe to use I would not question using this product as long as it was accredited. Do you feel confident when you exercise? No I sometimes feel conscious about the way that I look during my workout and worry about smelling bad whilst I sweat. Ferguson, K. 2016. Semi- structured, In-Depth interview with millennial young woman concerning the practicality of our Swallowable Perfume- Work it Out. Do people want to swallow a perfume? [own work]

Focus Group responses from three millennial young women concerning the barriers and Triggers of Second Skin’s brand and product (Added reassurances for the participants) Triggers

‘I want to feel good about myself again after the Christmas blowout’ (Hayward, S. 2016) I want to smell good whilst I work out’ (Jones, J. 2016) ‘I want to be able to go from place to place after exercising without smelling of perspiration’ (Holt, A. 2016) ‘I want to feel confident about my physical appearance whilst I work out’ (Mabbutt, E. 2016)

Barriers

I don’t like the idea of putting something into my body in the form of a capsule’ (Hayward, S. 2016) ‘I don’t know the complete side effects of this product’ (J,Jones. 2016) ‘Has it been scientifically tested?’ (Holt, A. 2016) ‘Capsules have association with illness, medication and negativity’ (Mabbutt, E. 2016)

Reassurances

‘People will trust the recommendations of influential figures e.g. celebrities, sportsmen’ (Ferguson, K. 2016) ‘Fitness Trainers have professional knowledge about health and fitness and are aware of what they are putting in their bodies.’ ‘The product has been scientifically tested by Lucy McRae who collaborated with the synthetic biologist Sheref Mansy’ Burton, L. 2011. ‘Swallowable Parfum’: The Evolution of Scent or the Senses?. Academia [ONLINE] Available at: http://www.academia.edu/14477333/Swallowable_Parfum_The_Evolution_of_Scent_or_the_ Senses. [Accessed 31 May 2016].

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