create for a
beautiful world
N0251260 - FASH30071 Negotiated Project Stage Two: Implementation 1
Acknowledgements
During the production of this report there were contributions from a number of assosciates who helped towards research methods, implementation and campaign ideas. Acknowledgements: Team Revitalise: Anna Brookes & Anna Peachy Project Tutor: Timothy Rundle L’Oreal Brandstorm: Katie Smith Creative Agency: Hornall and Anderston Consumer Profiles: Sophie Rogers, Holly Longmore & Charlotte Hackey Model: Olivia Kinglsey Product Designer: Joe Cowan Research Participants: Everyone who contributed to research including focus groups, street surveys, questionnaires, Facebook consumer groups
Many Thanks
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LILY COLE, BRAND ADVOCATE
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contents Section One
Section Two
Introduction
Page 6
Today’s Consumer
Aims & Objectives
Page 7
Today’s Uplifting Enthusiast
Page 7
Methodology
Page 9
Today’s Enhanced Visionary
Page 13
Today’s Refined Optimist
Page 19
Introduction to Tri-Plicity
Page 11
Page 14
Life Adapting Skincare
Page 4
Today’s Key Consumer
Page 24
Tomorrow’s Advertising
Page 27
Today’s Market
Page 16
Yesterday’s Social Media
Page 28
Today’s Competitors
Page 19
Today’s for Sharing
Page 32
Today’s Real Woman
Page 38
Tomorrow’s Beauty
Page 42
Today’s Opportunities
Page 25
Tomorrow’s Trends
Page 30
Lifestyle Skincare Competitors
Page 35
Today’s Beauty
Today’s Problems
Page 38
Today’s a Gift
Page 46
Today’s Weather
Page 40
Today’s Responsible Choice
Page 48
Today’s Changing Mood
Page 43
Today Has The Answer
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The Product
Page 45
Nature & Science
Page 46
Tomorrow’s Approach
Page 49
Today’s Colour
Page 50
Today’s Packaging
Page 52
Tomorrow’s Design
Page 57
contents Section Three Tomorrow’s Campaign
Page 2
Tomorrow’s Approach
Page 4
Today’s Conversation
Page 6
Tomorrow’s Aims
Page 8
Timeline
Page 10
Tomorrow Starts Today
Page 13
Today’s Model
Page 14
Tomorrow’s Education
Page 15
Pre-Launch ‘How is your day?’
Page 18
Launch ‘ Today is The Day’
Page 31
Post-Launch
Page 44
Today Becomes Tomorrow
Further Recommendations
Page 49
Conclusion
Page 51
List of References
Page 57
List of Illustrations
Page 58
Bibliography
Page 62
Appendix
Page 69
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Over the past 34 years, The Body Shop has pioneered an approach to ethical and moral business, leading to global success. However, in the past ten years the rise in corporate brands adopting a social responsibility has weakened The Body Shop’s USP and increased the competition within the ‘Natural and Organic beauty’ market. Nevertheless, the beauty market is still growing on a global scale (L’Oreal Brandstorm 2011:
6
Online). Now, The Body Shop is facing
This report is the ‘Stage Two: Implementation Document’ of a
more competition than ever before
final-year project studying the subject of Fashion Communica-
and in order to recapture its consumer
tion and Promotion. The content of the report will be based on
(Mintel Natural and Organic 2011: On-
the recommendations made from a supporting document ‘Stage
line), its motherbrand L’Oreal has recog-
One: Research File’, an depth research report of The Body Shop
nised that action needs to be taken.
and the current global beauty market.
Introduction
The aim of this report is to show how an iconic and
The report will also outline a communication and
innovative product for The Body Shop was devel-
marketing strategy, which aims to effectively recon-
oped and an effective marketing and communica-
nect and engage a beauty consumer.
tion strategy created.
This report will present a product that
recommendations for the strategy and communica-
could be launched into The Body Shop, which was
tion of The Body Shop’s new product and campaign
developed following our research into the
that has been presented in the L’Oreal Brandstorm
current beauty market, new trends and consumer
2012 Competition.
demands.
The report will conclude with a set of
Aims & Objectives 7
Stage One
Stage Two
- Data Research and Anaylsis
- Combination of research methods
- Broader Research Methods
-Specific to a focused area
- Critical View on current Brand &
- Analysis of specific consumer ob-
Market
servations
- Maintain Critical Distance
- Critical view and perspective on
- Finding Problems in the market
own ideas and judgements
- Identifying gaps in the market
- Validation of all research methods
- Identifying Macro Trends
- Solving problems in the market
- Anaylsis of Consumer Behaviour
- Addressing gaps in the market
- Revealing areas of interest
- Use of educated and validated judgement on creative outcomes
Figure One: Differences from Stage One to Stage Two, by Lucy Barrett 8
Methodology It is important to note that this report is a
The work produced within the report is a
follow-on document from the ‘Stage One’
combination of individual processes and
report. This Stage Two Report will display a
the teamwork of ‘ Team Revitalise’, consist-
more focused level of research, using a range
ing of Lucy Barrett, Anna Brookes and Anna
of both visual and academic. The research
Peachey. As a result of the collaboration, the
methods have been targeted towards specif-
project benefited from three different critical
ic outcomes, which will form an implementa-
and creative perspectives; each team mem-
tion strategy for a product launch and com-
ber worked conjunctively throughout the
munication campaign.
project to meet a number of deadlines.
Within this report, primary, secondary
All primary research made during this
and collaborative research has been used to
process has adhered to the standards of
create a strong validation for all implementa-
Nottingham Trent University’s ethical pro-
tion stages. Each outcome presented in this
cedures. It is also important to note that
report has been developed using research
the primary research undertaken may have
into global and local trends related to a spe-
been affected by bias opinions such as the
cific consumer and communication process.
geographical location of participants. How-
Furthermore, each process has also under-
ever, all primary research has been validated
gone a number of validation methods to en-
though other sources of secondary research.
sure the reliability of the outcome.
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today’s solution: Introduction to Tri-Plicity
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By identifying a gap in the market, Team Revilatise has highlighted a key observation in consumer skincare. With luxury brands developing tailored skincare routines on a global scale, it is important that the innovation for customised skincare is communicated to a mass consumer. By adopting the trend for multi-function and easy use, Tri-Plicity will educate the consumer on how to adapt their routines and tailor them to their skin cycle.
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customising today’s routine:
Life Adapting Skincare
Figure Two: Product Poster, by Anna Brrokes
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Figure Three: Serums, by Anna Brookes
Tri-Plicity is an adaptable moisturiser proportion of moisturiser to serum, spethat targets three major problems every cifically designed for easy use. The user woman may face during their skin cycle. can choose which serum to use dependIt works by having a daily moisturiser in ing on their skin’s need for that the centre of the package, surrounded by particular day. The three serums target three booster serums. The product is
weather damage, hormone balance and
designed to dispense the correct
stress.
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today’s changing: 16
Current Market Changes
Overall, the beauty market is one of the few
From Research Report Stage One it was con-
industries that has not been affected by wor-
cluded that the skincare sector of the beauty
ries of the recession. Despite having been put
market has the most potential for growth, with
under a great deal of pressure since 2008, the
figures showing a global rise. It is one of the
market has continued to grow (Mintel Beauty
only sectors where growth is steady, showing
Retailing 2011: Online), especially among UK
premium and mass skincare sales growing re-
consumers, who still make regular purchases
spectively (L’Oreal Brandstorm 2011: Online).
that affect appearance (L’Oreal Brandstorm
In particular, with growth among facial mois-
2011: Online).
turisers accounting for 53% of the skincare
Sectors that are expected to do in-
market (L’Oreal Brandstorm 2011: Online), it
creasingly well over the next five years in-
would appear that, among female consum-
clude the ‘Natural and Organic Beauty Mar-
ers, moisturiser is the most commonly used
ket’. As The Body Shop still maintains high
product and consumers are happy to change
market share among this sector globally
and try new products (L’Oreal Brandstorm
(Mintel Beauty retailing 2011: Online), this
2011: Online).
can be taken as positive thing for product development. However, the success of this sector has increased the threat of new entries in the market, so The Body Shop will need to increase the strength of its promotion to ensure continued high market share.
17
Stand-alone stores and brands have their work cut out to compete with hybrid selection and online sales, as recent reports show a rise in ‘convenience’ beauty shopping (Mintel Beauty Retailing 2011: Online). Nevertheless, consumers have a better brand experience when visiting stand-alone stores.
Three of The Body Shop’s key
competitors are Aveda, Lush and Neal’s Yard (See Stage One:P34). All have a high market share within the Natural and Organic Beauty Sector and effectively communicate their brand message to the consumer. Research from stage one indicated that The Body Shop was failing to connect with its consumer on the high street, leaving them somewhat forgotten (Focus Group Participant 00:14:49: See Appendix). Its competitors relate to their consumer effectively by openly displaying their brand values.
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today’s competitors:
The Body Shop’s Current Competitors19
today’s competitors:
Personality & Wit Competitors such as Lush communicate a playful personality with its consumers effectively, something which consumers feel The Body Shop lacks (Focus Group Participant 00:14:51: See Appendix).
Figure Four: Competitor ‘Lush’ Moodboard, Created by Lucy Barrett 20
Figure Five: Competitor ‘Aveda’ Moodboard, Created by Lucy Barrett
Science & Intelligence Aveda (at a higher price point than The Body Shop) effectively communicates its use of science combined with natural ingredients, illustrated through each consumer touch point.
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today’s competitors:
Figure Six: Competitor ‘Neal’s Yard’ Moodboard, Created by Lucy Barrett
Lifestyle & Attitude
Neal’s Yard has educated consumer attitudes to health and wellbeing, by creating a lifestyle for its product ranges.
Each of The Body Shop’s key competitors has developed a key USP to target its consumer; research has indicated that The Body Shop is mainly known for natural products. This is not seen as enough for today’s developing market.
22
Figure Seven: Conceptual Map Illustrating ‘Intelligent’ and ‘Natural’ Beauty Brands, Created by Lucy Barrett
intelligent
artifical
natural
simple
Consumers are now more educated than ever
Brands that are successfully illustrating the
when it comes to purchasing skincare; prod-
two are seen in the luxury sector and not ac-
ucts and brands need to step up their game
cessible to the mass market (Report One:P21).
in order to entice new buyers. It would ap-
Launching a product range that is innova-
pear that a backlash against the use of ‘arti-
tive and intelligent into the skincare market
ficial’ or enhanced ingredients has resulted
would give The Body Shop a broader appeal.
in the rise of natural products ( WGSN 2011: Online). However, consumers want results and performance. This means that products with higher value should be natural and intelligent. The perceptual map illustrates this by showing where brands sit.
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Growth Opportunites for The Body Shop
tomorrow’s opportunites:
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tommorrow’s opportunties:
recommendations from stage one: 1. INVEST in producing a new product that will capture the attention of the beauty consumer. 2. CREATE an INNOVATIVE marketing campaign promoting the new product & interact with the beauty consumer. 3. Through the use of MARKETING & COMMUNICATION change the perception of The Body Shop on the high street. Figure Eight: Key Reccomendations from Stage One Report, by Lucy Barrett
26
Recognising the growing skincare market and potential for moisturisers, research also showed that consumers now demand a luxury quality to appeal at a mass scale (Mintel Online: 2011). 1. Skincare market predicted to grow 2. Most commonly used product in womens routines is moisturiser 3. Mass market consumers are demanding intelligent products that have benefits of luxury products
Figure Nine: Market Growth Potentials, Created by Lucy Barrett 27
tommorrow’s opportunties:
76%
76% of women surveyed recognised that their skin did not stay the same everyday Figure Ten: Street Surey Results ‘Does your skin stay the same everyday?’, by Lucy Barrett (See Appendix) 28
Research showed that three factors that affected women’s skin the most were hormones, weather and stress. Other factors included: diet, sleep deprivation, environment polution and smoking.
WEATHER
STRESS HORMONES An observation in consumer skincare was made
“Women in their early twenties are also most likely
through the use of questionnaires and street
to have normal skin (33%) and combination (29%)”
surveys (Questionnaire/Street Survey: See Appen-
(WGSN Facial Skincare 2011: Online)
dix). Despite noticing changes, women continued to use the same products day in day out. This led
These two skin types are ones that are defined as
Team Revitalise to question: If skin does not stay
‘easy options’ for the consumer to diagnose; with
the same every day, why not adapt routines to tar-
many women not knowing which category their
get skins changes?
skin type falls into. Advanced skincare is moving away from these three groups and developments in lifestyle skincare. 29
The demand for the Tri-Plicty product will be vali-
Developing trends predicted, illustrates the
dated by 2012-13 trends and this highlights how
growth for consumer demanding customisation
consumers can adopt this product within their
within products and services (WGSN 2012: Online).
every day life.
“elevates traditional ideas of DIY, deconstruction and customisation�. (WGSN 2012: Online)
Figure Eleven: Hack-tivate Trend Board, Created by Lucy Barrett (Images Sourced WGSN) 30
tomorrow’s trends: Forecasted Trends for 2013
“Hack-tivate is all about the ability to change, choose and uniquely express oneself. Colour cosmetic products that incorporate functional, cutting-edge technology are great examples of Hack-tivate packaging. Personalisation and customisation is key to Hack-tivate. Skin boosters are great examples of Hack-tivate” (WGSN 2012: Online) 31
tommorrow’s trend:
Products that are seen to have more than one advantage in each of the categories have more appeal to buyers (Stage One:P45). Research has shown that brands now have to meet to more demands in order to maintain a satisfied consumer (WGSN 2011: Online).
Figure Twelve: ‘What Consumers Want’ Moodboard, by Lucy Barrett 32
“Brands will start to incorporate natural ingedients produced in a technologically-advanced way or combined with ‘scientific boosters’ that improve their effectiveness” (WGSN 2012: Online)
Figure Thirteen: Moodboard on Scientific and Natural Beauty Products, by Lucy Barrett
Consumers demand for natural and intelligence
Revitalise have developed an intelligent and per-
creates an on going struggle for brands to launch
sonal product that has natural ingredients and
new innovations that can relate the the consumer.
provides a clear benefit.
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Figure Fourteen: Lifestyle Skincare Competitor ‘Absoltuion’ (France) Moodboard, by Lucy Barrett 34
developed by specialist skincare brands, appealing to a niche market in the luxury sector. Absolution, a successful French brand, was launched into SPACE NK in the UK in 2011 (ABSOLUTION 2011: ONLINE). However, it did not maintain sales within stores. This was due to lack of communication and the complicated application. Consequently, the product was not adopted by consumers.
Luxury Competitors of Lifestyle Skincare
tomorrow’s competitor:
Customised skincare routines have been
35
Figure Fifteen: Lifestyle Skincare Competitor ‘Sincare’ (Autstrailia) Moodboard, by Lucy Barrett 36
tomorrow’s competitors:
However, recently launched in Liberty London, Anne Semonin (French Brand) has celebrated a successful launch with its ‘made-to-measure’ skincare routines (Liberty 2012: Online). These brands are all at high price points and rely on an educated consumer for sales. Tri-Plicity incorporates the intelligence of these products but uses multifunction and ease as a USP.
Figure Sixteen: Lifestyle Skincare Competitor ‘Anne Semonin’ (France) Moodboard, by Lucy Barrett
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today’s problems: Problems in Today’s Market
Figure Seventeen: ‘Moodboard illustrating stress and need for multifuntion products’, by Lucy Barrett
“Multifunctional beauty products will be important for autumn/winter 2013, as consumers lead increasingly busy lifestyle” (WGSN 2012: Online) 38
“Women who work are most likely to spend eight hours a day in their job…This schedule – combined with time spent cooking, shopping, dealing with family matters and general errands – leaves little time for in-depth pampering on a daily basis for most women” (Mintel Facial Skincare 2011: Online)
To the working woman, time is now precious and
The current market offers a number of products and
multifunction has become an important benefit
solutions within the skincare market, focusing on
across a number of products (WGSN 2012: Online).
weather protection, mood relief and blemish control.
Now more than ever, time, ease and functionality are
However, a product that tailors to all three is not yet
key selling points to products. Tri-Plicity has been
to be seen on the current market.
designed to meet the needs of a fast-paced woman.
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today’s weather: Current Offering for Weather Targeted Products
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Consumers are continually told through a variety of platforms about the damaging effects of weather, advising different routines for seasons or warnings of the effects of sun damage. Despite this, younger consumers are aware of the long-term effects of weather, but with products focusing on anti-aging, feel that nothing is targeted at them (Consumer Interview: See Appendix). Tri-Plicity highlights this by offering a solution to immediate weather damage with the advantage of long-term effects.
Figure Eighteen: Current Market offering for Weather Protection Products Moodboard, by Lucy Barrett
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Figure Nineteen: Current Market offering for Mood Uplifting Products Moodboard, by Lucy Barrett
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Current Mood Uplifting Trend
today’s changing mood:
2011 saw a rise in products that targeted mood as a selling point across beauty (Stage One:P44); by tailoring make-up to suit your mood, invigorating scents or mood relief. Aware of their stressful lives, beauty products offer a chance for consumers to unwind, giving an advantage over purchasing decision.
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Tri-Plicity has been developed to give the consumer an adaptable and intelligent approach to their skincare routine. Trend prediction and current market offering shows how the current consumer will be ready for the new approach to skincare in 2013. 44
today has the answer...
the product 45
today’s ingredients: nature + science
Consumer research showed that women’s skin can be affected by their hormonal cycle. Most women saw a rise in blemishes caused by the amount of Noting the importance of brand values within The
estrogen produced and an increase in oils on the
Body Shop, the serums must incorporate natural
skin’s surface (Bowers, E: Online). By incorporating
ingredients and community trade produce. Each of
natural plant hormones, this imbalance can be con-
the serums has been designed to target one of the
trolled. Community Fair Trade tea tree and cucumber
key problems that consumer research has highlight-
are also proven to sooth the skin. The use of these
ed.
ingredients provides positive selling points for The
Skincare research showed that during extreme
Body Shop
weather conditions such as hot and cold, the skin was affected by moisture loss. The ‘Weather Protec-
Scientific research has proven than when the body is
tion Serum’ uses a new innovative ingredient, which
stressed it enters ‘flight or fight’ response as a natural
has been organically found. ‘Alguronic Acid’ has been
reaction (Nargundkar, V 2002: Online). This reduces
proven to lock in moisture to the skin (McDougal, M
the level of nutrients and oxygen in the skin. The
2011: Online). Additionally, by incorporating a high
‘Mood Relief’ serum will contain Vitamin B5, which
SPF to shield from sun, the product can be used
repairs this damage. Research has also proven that
throughout the seasons.
scents such as key Body shop ingredients like citrus oils can uplift mood.
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Figure Twenty: Natural Ingredients used in Tri-Plicity booster Serums, by Lucy Barrett
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Figure Twenty-One: Tri-Plicity Logo, Created by Team Revitalise 48
tomorrow’s approach: Communicating Function & Simplicity
Tri-Plicity is educating a mass consumer with a new
The branding of the product combines the words
approach to skincare. Recognising that this could be
‘trio’ and ‘simplicity’. Research validated this
a risk for the product, it needs to be communicated
approach, confirming that it suggests multifunction
in a way that is simple to understand.
and ease of use.
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today’s colour: Defining Colour for Product
PROPERTIES OF COLOUR: - display feminity - create an approachable palette - fun & friendly - current & on trend 50
Figure Twenty-Two: Tri-Plicity Colour Development, by Lucy Barrett 51
today’s packaging: Defining Colour for Product
today’s final design 52
Figure Twenty-Three: Tri-Plicity Product, Designed by Joe Cowan
packaging & design
simplistic. organic. sophisticated. functional Figure Twenty-Four: Product Design Inspriation ‘Minimalistic’ Moodboard, by Lucy Barrett53
minimal + colour burst =
Energetic. Natural. Bright. Eye-Catching.
Figure Twenty-Five: Product Design Inspriation ‘Colour-Burst’ Moodboard, by Lucy Barrett
54
tomorrow’s design The packaging design had to compete with products
This differentiates it from current Body Shop prod-
in a luxury market. Simplistic and minimalist
ucts by using trend-led packaging designed to
packaging is a common characteristic of higher-
attract the consumer’s attention. With packaging
priced brands (See Figure-Twenty Four). Additionally
being an important factor for consumers aged 16-34
using bursts of colour, illustrate natural and informal
(Mintel Facial Skincare 2011: Online), the packaging
approaches (See Products in Figure Twenty-Five) the
of the product is key for the generation of sales.
design of Tri-Plicity is minimal, with only three key colours.
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today’s movement 56
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