N0251260 - FASH30071 Negotiated Project Stage Two: Implementation 1
tomorrow’s campaign Developing a New Campaign
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tomorrow’s approach Creating a New Approach for The Body Shop
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Figure Fifty-Five: Tri-Plicity Product Design, by Joe Cowen and Anna Peachey
An important aspect of the campaign will be to
In order to do this, a personal campaign that
communicate the benefit of customised skincare
focuses on building a relationship will be devel-
to a consumer. By introducing a new approach to
oped. This will not only create awareness of the
skincare, the benefits of the products need to be
new product launch but will reconnect The Body
conveyed to the targeted consumer group.
Shop with the type of consumer it has failed to connect with in recent years.
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today’s conversation Starting the Communication
“whatever today...
The basis of the campaign will be to emphasise and promote that ‘Whatever Today, Whatever Tomorrow’, The Body Shop will have the answer. Tri-Plicity offers a solution of three major skincare problems, therefore the campaign will promote other solutions to daily problems; giving the consumer one less thing to worry about.
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Through each implementation stage of the campaign, the continual message that Tri-Plicity has a solution will be communicated through a variety of platforms and marketing methods.
...whatever tomorrow�
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tomorrow aims to...
Aims & Objectives of Campaign
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Aims & Objectives •
Create awareness for the product launch
•
Develop a genuine relationship with the consumer, product and brand
•
Raise awareness of The Body Shop on the high street
•
Communicate effectively the benefits of product with marketing message of ‘Whatever
Today, Whatever Tomorrow’
•
Generate sales as an outcome of product launch and brand loyalty
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timeline Tri-Plicity Pre Launch Campaign
‘Tri-Booth Launch’
Launching photobooths in three key shopping centres
“how is your day?” The Body Shop start campaigns in store
Promotional Gifts
consumers claim sample packs through social media
Tri-Booth Photos published through social media
Febuary 2013
Figure Fifty-Six: Launch Timeline, by Lucy Barrett
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Online Promotions/ Social Media focus on Tri-Plicity
Comptetion Launch through the use of pinterest.co.uk
In-Store/ VM Updates focus on Tri-Plicity
Launch of Tri-Plicity
1.03.2013 Launch Date
Future Plans....
‘Competition Results’
promotion of winner and event
in targeted magazines
Tri-Booth Photos
Online In-Store Launch Event
Magazine Adverts
‘Life Adapting Calender’
given focus in advertising
Press Reviews
launch of smartphone app
‘Tri-Stations’in three key shopping centres
Tri-Plicity Post Launch Continued...
This product launch aims to be short to initiate the new approach to the consumer before other adoptions on the mass market. The launch will be expected to start in February in 2013, as trends in customisation and consumer demands increase yet further. 11
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tomorrow starts today
Starting a Forward Thinking Campaign: Pre-Launch
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meet olivia...
The Face of the Campaign and Natural Beauty
The model for the campaign has been chosen carefully to convey the values and attributes of the ‘real’ woman. She appears approachable and friendly, which creates a believable and authentic character that the consumer can relate to.
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tomorrow’s
Figure Fifty-Seven: Product Leaflet Wrap Around, by Lucy Barrett
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education:
The first stage of communication will be through the use of packaging. The packaging must also have an informative element to instruct the user through their new routine. This has been resolved by using a wrap around leaflet that the user can read and keep for further instruction. 17
how is
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your day?
As female consumers feel more confident
Additionally, during the launch, staff will
purchasing when shop assistants offer advice
be engaging in friendly conversation based
on products (Mintel Beauty Retailing: 2011),
around the consumer’s current emotions,
the campaign will use this touch-point to
asking them ‘How is their day?’ when welcom-
start the communication of the campaign. All
ing them into the store and then telling them
staff will be educated on how the new
about the product.
product works so that they can confidently advise the benefits. 19
today will photgraph
Figure Fifty-Eight: Photobooth in The Body Shop Stores, Image Created by Anna Brookes
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The second initial step of the Pre-Launch will
with friends and family, the photo-booth will
be the implementation of photo-booths in
merely involve them in a fun activity. The way
major shopping centres and towns around
the booth works is by taking normal photo-
the UK. Located by stores, these photo-
booth snap shots but offering a variety of
booths will provide an interactive space that
daily situations that will be relatable to each
consumers can use for free and enjoy.
serum; the user can change their background,
create an amusing or personalised photo and
This has been developed from photo-
sharing trends that have increased in 2012;
share it through social-media platforms.
consumers enjoy sharing fun experiences
Figure Fifty-Nine: The Body Shop Photobooth, Image Created by Anna Brookes 21
today’s for sharing...
Offering direct connection with the con-
personalised sample kit, each relating to the
sumer, once they are in the booth, they have
key booster serums. Creating another way of
already interacted with The Body Shop and
interactions but also offering consumers an
here are advised of the benefits of Tri-Plicity.
incentive to do so has been proven with
The booth will also guide the user to social
other brands to be successful (See Part Two).
media websites where they can claim their
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Figure Sixty: Examples of Interactive Photobooth, Image Created by Lucy Barrett, Anna Brookes and Anna Peachey
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“More encouragingly for brands, and particularly those with aspirational status, tribal behaviour also motivates their online visitors.”
(Taylor, R. 2012: WGSN Online)
today’s for chatting... 24
Figure Sixty-One: Example of The Body Shop Twitter Page and Conversation, by Lucy Barrett
This then promotes social-media engage-
have appearance on there to be seen and not
ment with the consumer. Consumers respond
forgotten.
well to brands that engage in conversation and show personality.
“ Twitter offers brands the opportunity to
The consumer contacting the brand
share what Licht calls “a constant stream of
for a promotional pack gives The Body Shop
consciousness” (Arthur R, 2012: WGSN Online)
an introduction to start these conversations, continually engaging throughout the cam-
Reminding consumer that brands are expe-
paign. Twitter has been chosen as the key
riencing real things, making the brand seem
platform on which to showcase the cam-
more authentic and relatable.
paign, as WGSN has stated brands need to Figure Sixty-Two: Tri-Plicity Use for Social Media, by Lucy Barrett 25
today will give you...
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Figure Sixty-Three: Examples Free Promtional Pack Contents, Image Created by Lucy Barrett & Anna Peachey
Figure Sixty-Four: Examples Free Promtional Pack, Image Created by Anna Peachey
Once the consumer has claimed their sample
The aim is to not only create an incentive for
kit, The Body Shop can request their contact
first contact. If the consumers are happy with
details to post out the promotional kit. Each
their free gifts, it is likely that in a ‘sharing’ cul-
kit represents a serum offering free gifts that
ture they will continue to talk about their free
symbolise traits of the benefits. For example,
gift on social media platforms, creating more
the ‘Climate Kit’ will contain weather protec-
of a buzz around the giveaway and increasing
tion gifts such as an umbrella, sunglasses and
the communication.
comb.
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today will invite... This contacted consumer will also receive an
All communication processes during the
‘exclusive’ invitation to join The Body Shop
pre-launch will begin to communicate that
Pinterest Competition; where consumers are
three universal problems that women face
asked to pin their own ‘kits’ to relate to each
can be solved by the body shop starting with
of the serums. The design that is the most
their skincare routine.
inspirational will be awarded with their perfect day; again illustrating how the body shop have made someone’s day better through the use of the product.
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Figure Sixty-Five: Example of Pinterest Board for Consumer Competition, Image Created by Anna Brookes
Figure Sixty-Six: Examples of Consumer Pins for Competition, Image Created by Lucy Barrett 29
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today is the day
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today will be online
The campaign will then focus on the launch
would be vital for the education of the prod-
of the product, primarily focusing on generat-
uct as online web traffic will be expected to
ing sales while communicating the message.
increase with the success of the pre-launch
For this, the product will have its own online
social media campaigns.
space on the website, something which 32
Figure Sixty-Seven: Tri-Plicity on The Body Shop Website, Image Created by Anna Brookes 33
today we
can interact
Figure Sixty-Eight: Promotional Advert Directing Consumers to The Body Shop Store, Image Created by Anna Brookes 34
Figure Sixty-Nine: Promotional Space in Bullring to Create The Body Shop ‘Tri-Station’, Image Created by Anna Brookes (See Portfolio)
The main launch event will be held in three
of creating a solution to the problem. This
key shopping centres in the UK. Here, The
direct marketing will have staff to explain
Body Shop will hire promotional space and
what the space is providing to the consumer,
create an interactive and fun space for the
as a metaphorical setting to the benefits
consumer. Again, using the focus of
Tri-Plicity offers. Locational adverts around
providing solutions to three key problems,
the shopping centres, will then guide the
the space will be made of three stations
consumer to The Body Shop.
which each gives a physical and interactive representation 35
today’s store will be... 36
- Focus point for sales - Window Display: first consumer touch point - Store focus on Tri-Plicity VM
Figure Seventy: Tri-Plicity Window and Visual Merchandising Display, Image Created by Anna Brookes 37
today will give...
Figure Seventy-One: Tri-Plicity Information Booklet to be given in Store to Consumer, Image Created by Anna Brookes 38
Figure Seventy-Two: Tri-Plicity Refill Station in Store, Image Created by Anna Brookes
To add value to the current product, The Body
their product for a lower price. This incorpo-
Shop will create Refill Stations in store, where
rates environmental sustainable trends,
consumers can refill their product. Because
highlighted in section two. Each element of
the serums will not be dispensed in equal
Tri-Plicity will be refillable – as the product is
quantity, it may be likely for the consumer
multi-functional, the aim is to encourage the
to run out of one serum faster than other. In
user to keep purchasing as and when they
such cases they can come into store and refill
need to.
today will reward 39
Figure Seventy-Four: Tri-Plicity Smartphone Application, By Lucy Barrett
todaywill guide... 40
Highlighting a trend of ‘24/7 Social Interaction’ (Stage One: P40), the campaign will create a smartphone app that will give the user daily notifications, continuing interaction with the brand. The app will work by syncing to a calendar and highlighting key information that the user inputs, then giving a notification to informally guide the user through the use of Tri-Plicity.
Figure Seventy-Three: Tri-Plicity Smartphone Application Notifications, By Lucy Barrett
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today will read...
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Figure Seventy-Five: Tri-Plicity Print in Magazine, Image Created by Anna Brookes
Figure Seventy-Six: Examples of Magazines for Print Ad and Target Audience, By Lucy Barrett
The print advertisement is an important tool
reinforcing one of their core values of ‘Ac-
to convey the campaign message. Once again,
tivate Self Esteem’. By promoting the core
the choice of model has created a relatable
marketing message and the simplicity of the
figure for the consumer who epitomises our
product, The Body Shop tells the consumer
target consumer. Additionally, the demand
that Tri-Plicity offers a solution to skincare
to see more real women in advertising is one
problems, giving the user one less thing to
which The Body Shop can address,
worry about.
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“women spend a lot of time analysing advertising and want to see more realistic campaigns� (Costa, M 2012: Marketing Week Online)
Figure Seventy-Seven: Post Launch Regeneration, By Lucy Barrett
The post launch is a key part of the imple-
the relationships they have built, by continu-
mentation, as it gives the brand a way of com-
ally connecting with the consumers, docu-
municating all of the positive effects from the
menting competition winners, photobooth
pre and launch strategy. This is where brand
entries, promotion events and generating
loyalty is built, showing the consumer
virals, ads and more campaigns using the
everything that The Body Shop has done to
real people that The Body Shop and Tri-Plicity
create solutions to daily problems.
campaign has effectively helped. This maxim-
ises the relationship with product, brand and
The Body Shop can communicate
consumer. 44
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The implementation of the communication
values, through the tone of voice, casting of
strategy is consistently showcasing the key
the model and informal approaches or
message to the consumer. Each element of
promotion. The overall experience is meant
promotion has a personal element, which the
to be an enjoyable one for the consumer,
consumers can relate to.
creating pleasant associations towards the
product and brand.
The campaign will focus on Activate
Self Esteem, one of The Body Shop’s core
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today becomes tomorrow
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tomorrow can bring
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The concept of ‘Life Adapting Skincare’ is one that’s adaptable and can move into many channels of expansion. -
Serum Extensions: Anti-Aging, Sleep Deprivation, Nutrition, Travel
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Product Development: Hair-care, Body-care
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Global variations to meet specific cultural needs: Skin Whitening for Asian Markets,
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Harsh Weather Adaptions
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Relate Campaigns to Real Women and incorporate more Socially activist brand values
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whatever today Through the launch and communication of
offering was ‘samey’, identifying that they
Tri-Plicity, The Body Shop has a chance to
need to take a risk to get noticed. Tri-Plicity
adopt new trends and innovations to cre-
not only creates a campaign that the con-
ate an iconic product. The attributes of the
sumer can connect with, but also addresses a
product can reposition where consumers
significant gap in the market. The Body Shop
see the brand on the market by combining
can rebrand them as knowledgeable and for-
their knowledge of natural products and eth-
ward-thinking while maintaining their caring
ics with intelligence and multi-function. The
and active attitude which consumers love.
campaign gives them a chance to reconnect with a consumer that they may have lost, as
Therefore it is with the set of recommenda-
well as gaining a new consumer following. By
tions that The Body Shop launch Tri-Plicity
targeting Tri-Plicity at a young female con-
into the UK market in 2013 and effectively use
sumer, the approach to lifestyle skincare can
the campaign that will engage the consumer
be adopted throughout her life, creating a
in personalised way. Continually promoting
loyalty towards the product and brand.
the message of ‘Whatever today, whatever
tomorrow…’ The Body Shop can guide their
Research indicated that The Body
Shop consumers felt their current product
consumer to a new approach to skincare, which is soon to be adopted by mass markets.
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whatever tomorrow
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Figure Seventy-Eight: Tri-Plicity Ad Campaign, By Lucy Barrett, Anna Brookes & Anna Peachey
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List of References Section One (L’Oreal Brandstorm 2011: Online).
Section Two (Stage One: P18)
(Mintel Natural and Organic 2011: Online)
(Mintel Facial Skincare 2011: Online)
(Mintel Beauty Retailing 2011: Online)
(Stage One: P24)
(L’Oreal Brandstorm 2011: Online)
(Mintel Facial Skincare 2011: Online)
(Mintel Beauty retailing 2011: Online)
( Taylor, N 2012: WGSN Online)
(L’Oreal Brandstorm 2011: Online)
(Pepsi Co 2011: Online)
(L’Oreal Brandstorm 2011: Online)
(Digital Buzz 2012: Online).
(L’Oreal Brandstorm 2011: Online)
( Visually 2012: Online).
(Mintel Beauty Retailing 2011: Online)
( WGSN 2012:Online).
(See Stage One:P34)
( WGSN 2011:Online).
(Focus Group Participant 00:14:49: See Appendix)
(Crook, J 2012: Online).
( WGSN 2011: Online).
( WGSN 2012:Online)
(Report One:P21)
(Consumer Interview: See Appendix)
(Mintel Online: 2011).
(Costa, M 2012: Online)
( WGSN 2012: Online)
( Trend Briefing 2011: Online)
( WGSN 2012: Online)
( Trend Briefing 2011: Online)
( WGSN 2012: Online)
(Mintel Facial Skincare 2011: Online)
(Stage One:P45) ( WGSN 2012: Online)
Section Three ( Mintel Beauty Retailing: 2011),
(ABSOLUTION 2011: ONLINE)
(See Part Two).
(Liberty 2012: Online)
( Taylor, R. 2012: WGSN Online)
( WGSN 2012: Online)
(Arthur R, 2012: WGSN Online)
(Mintel Facial Skincare 2011: Online)
(Stage One: P40),
( WGSN 2012: Online)
(Costa, M 2012: Marketing Week Online)
( WGSN 2011: Online)
(Consumer Interview: See Appendix) (See report:P44) (McDougal, M 2011: Online) (Bowers, E: Online) (Nargundkar, V 2002: Online)
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List of Illustrations
Section One Figure One: Differnces from Stage One to Stage Two, by Lucy Barrett Figure Two: Product Poster, by Anna Borokes Figure Three: Serums, by Anna Brrokes Figure Four: Competitor ‘Lush’ Moodboard, Created by Lucy Barrett https://www.lush.co.uk/ Photographs from Lush Kings Road, Taken by Lucy Barrett Figure Five: Competitor ‘Aveda’ Moodboard, Created by Lucy Barrett http://www.aveda.co.uk
Figure Six: Competitor ‘Neal’s Yard’ Moodboard, Created by Lucy Barrett http://www.nealsyardremedies.com/ Figure Seven: Conceptual Map Illustrating ‘Intelligent’ and ‘Natural’ Beauty Brands, Created by Lucy Barrett Figure Eight: Key Reccomendations from Stage One Report, by Lucy Barrett Figure Nine: Market Growth Potentials, Created by Lucy Barrett Image Created by Lucy Barrett (L’Oreal Brandstorm 2011: Online) Figure Ten: Street Surey Results ‘Does your skin stay the same everyday?’, by Lucy Barrett (See Appendix) Research Conducted by Lucy Barrett Figure Eleven: Hack-tivate Trend Board, Created by Lucy Barrett (Images Sourced WGSN) http://www.wgsn.com/ Figure Twelve: ‘What Consumers Want’ Moodboard, by Lucy Barrett Images Sourced from: http://www.wgsn.com/ https://www.lotuswei.com/ http://www.absolution-cosmetics.com/en/set.html http://sincare.com.au/ http://www.nivea.co.uk/ Figure Thirteen: Moodboard on Scientific and Natural Beauty Products, by Lucy Barrett http://bareminerals.co.uk/ http://www.getsuper.co.uk/?gclid=CPqRndXTjrACFQ1lfAodf3ucpg Figure Fourteen: Lifestyle Skincare Competitor ‘Absoltuion’ (France) Moodboard, by Lucy Barrett http://www.absolution-cosmetics.com/en/set.html Figure Fifteen: Lifestyle Skincare Competitor ‘Sincare’ (Autstrailia) Moodboard, by Lucy Barrett http://sincare.com.au/ Figure Sixteen: Lifestyle Skincare Competitor ‘Anne Semonin’ (France) Moodboard, by Lucy Barrett http://www.annesemonin.com/ Figure Seventeen: ‘Moodboard illustrating stress and need for multifuntion products’, by Lucy Barrett Space NK Window Front, London Image Taken by Lucy Barrett http://www.gettyimages.co.uk/ Figure Eighteen: Current Market offering for Weather Protection Products Moodboard, by Lucy Barrett http://www.gettyimages.co.uk/ http://www.dermalogica.com/uk/ http://www.clinique.co.uk http://elementalherbology.com/ http://fashion.telegraph.co.uk/beauty/news-features/ 58
Section One Figure Nineteen: Current Market offering for
Mood Uplifting Products Moodboard, by Lucy Barrett Space NK Window Front, London Image Taken by Lucy Barrett http://www.cowshedonline.com/ https://www.lotuswei.com/ http://www.bourjois.co.uk/ http://davidkirschwellness.com/ http://us.spacenk.com/WOMEN/SPUK101,en_US,sc.html Figure Twenty: Natural Ingredients used in Tri-Plicity booster Serums, by Lucy Barrett www.wgsn..com www.bittbox.com Figure Twenty-One: Tri-Plicity Logo, Created by Team Revitalise www.wgsn.com www.bittbox.com Figure Twenty-Two: Tri-Plicity Colour Development, by Lucy Barrett Figure Twenty-Three: Tri-Plicity Product, Designed by Joe Cowan Figure Twenty-Four: Product Design Inspriation ‘Minimalistic’ Moodboard, by Lucy Barrett Figure Twenty-Five: Product Design Inspriation ‘Colour-Burst’ Moodboard, by Lucy Barrett
Section Two F igure Twenty-Six: ‘ Today’s Uplifting Enthusiast, Sophie Rogers’, by Lucy Barrett Figure Twenty-Seven: ‘ The Uplifting Enthusiast - Top Five Beauty Products’, by Lucy Barrett Figure Twenty-Eight: ‘ The Uplifting Enthusiast - Top Three Priorities’, by Lucy Barrett Figure Twenty-Nine: ‘ The Uplifting Enthusiast - asked ‘What five items represent you?’ , by Lucy Barrett Figure Thirty: ‘ Today’s Enhanced Visionary, Holly Longmore’, by Lucy Barrett Figure Thirty-One: ‘ Today’s Enhanced Visionary, Top five beauty products ’, by Lucy Barrett Figure Thirty-Two: ‘ Today’s Enhanced Visionary, Three Top Priorites’, by Lucy Barrett Figure Thirty-Three: ‘ Today’s Enhanced Visionary, when asked What five items represent you?’, by Lucy Barrett Figure Thirty-Four: ‘ Today’s Refined Optimist - Charlotte Hacket’, by Lucy Barrett Figure Thirty-Five: ‘ Today’s Refined Optimist - Top five beauty products’, by Lucy Barrett Figure Thirty-Six: ‘ Today’s Refined Optimist - Top Three Priorites’, by Lucy Barrett Figure Thirty-Seven: ‘ Today’s Refined Optimist - when asked What five items represent you?’, by Lucy Barrett Figure Thirty-Eight: Tri-Plicity Target Consumer ‘ The Uplifting Enthusiast’, by Lucy Barrett Figure Thirty-Nine: ‘Ben & Jerry’s Fair Tweets’ Social Media Camapign & Pepsi Social Vending 2012 http://www.youtube.com/watch?v=wJaEVEoEETA http://www.youtube.com/watch?v=QX7busQUJo0 Figure Forty: ‘Kotex Women’s Inspriration Day’ Pinterest Campaign http://www.youtube.com/watch?v=UVCoM4ao2Tw Figure Forty-One: Photo-Sharing Statistics (See Appendix for Source) By Lucy Barrett http://visual.ly/ 59
Section Two F igure Forty-One: Photo-Sharing Statistics (See Appendix for Source) By Lucy Barrett http://visual.ly/
Figure Forty-two: ‘Instragram Moodboard Trends’, by Lucy Barrett http://statigr.am/tag/nickknight http://instaprint.me/ http://www.youtube.com/watch?v=s6JI80agHUM Figure Forty-Three: ‘Instagram Facts’ (See Appendix for Source), by Lucy Barrett http://visual.ly/ Figure Forty-Four: ‘Pinterest Fact Moodboard’ (See Appendix for Source), by Lucy Barrett http://www.wgsn.com Figure Forty-Five: ‘Pinterest Campaign Moodboard’ http://www.wgsn.com Figure Forty-Six: ‘Nivea ‘Get a Little Closer Campaign’ , images sourced by Lucy Barrett http://www.nivea.co.uk/ Figure Forty-Seven: ‘Nivea ‘Get a Little Closer Campaign Advert’ - Model Sophie Rogers ‘ The Uplifting Enthusiast’ Taget Consumer http://www.nivea.co.uk/ Figure Forty-Eight: ‘Real Women in Advertising Moodboard’, by Lucy Barrett http://www.loreal-paris.co.uk/ http://www.wgsn.com http://www.benefitcosmetics.co.uk/ http://bareminerals.co.uk/ http://www.dove.us/ Figure Forty-Nine: ‘Casting Inspiration’ By Lucy Barrett http://www.pinterst.com http:///weheartit.com Figure Fifty: ‘Model Moodboard’ photoshoot by Lucy Barrett Photographs by Lucy Barrett & Team Revitalise, Model Olivia Kingsley Figure Fifty-One: ‘Random Acts of Kindness Moodboard’ by Lucy Barrett http://trendwatching.com/briefing/ http://www.stylist.co.uk/life/mr-kipling-cake-dispensers http://www.benefitcosmetics.co.uk/ z Figure Fifty-Two: ‘Heinz Get Well Soon’ Personalised Campaign http://www.wired.co.uk/news/archive/2011-10/11/heinz-get-well-soup Figure Fifty-Three: Examples of Brands Refilling Goods, by Lucy Barrett Photographs from Lush Kings Road, Taken by Lucy Barrett http://www.lelabofragrances.com/ Photographs from Rituals, Taken by Anna Brookes Photographs of Alien Refill Stands Harrods by Team Revitalise Figure Fifty-Four: Marks & Spensers SHWOP Campaign Advert 2012 http://www.marksandspencer.com/Shwop/b/1672188031?extid=ps_ggl_Shwopping_Shwopping&kwid=_ Google+Adwords
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Section Three F igure Fifty-Five: Tri-Plicity Product Design, by Joe Cowen and Anna Peachey Figure Fifty-Six: Launch Timeline, by Lucy Barrett Figure Fifty-Seven: Product Leaflet Wrap Around, by Lucy Barrett Figure Fifty-Eight: Photobooth in The Body Shop Stores, Image Created by Anna Brookes Figure Fifty-Nine: The Body Shop Photobooth, Image Created by Anna Brookes Figure Sixty: Examples of Interactive Photobooth, Image Created by Lucy Barrett, Anna Brookes and Anna Peachey Figure Sixty-One: Example of The Body Shop Twitter Page and Conversation, by Lucy Barrett Figure Sixty-Two: Tri-Plicity Use for Social Media, by Lucy Barrett Figure Sixty-Three: Examples Free Promtional Pack Contents, Image Created by Anna Peachey Figure Sixty-Four: Examples Free Promtional Pack, Image Created by Anna Peachey Figure Sixty-Five: Example of Pinterest Board for Consumer Competition, Image Created by Anna Brookes Figure Sixty-Six: Examples of Consumer Pins for Competition, Image Created by Lucy Barrett Figure Sixty-Seven: Tri-Plicity on The Body Shop Website, Image Created by Anna Brookes Figure Sixty-Eight: Promotional Advert Directing Consumers to The Body Shop Store, Image Created by Anna Brookes Figure Sixty-Nine: Promotional Space in Bullring to Create The Body Shop ‘ Tri-Station’, Image Created by Anna Brookes Figure Seventy: Tri-Plicity Window and Visual Merchandising Display, Image Created by Anna Brookes Figure Seventy-One: Tri-Plicity Information Bookley to be given in Store to Consumer, Image Created by Anna Brookes Figure Seventy-Two: Tri-Plicity Refill Station in Store, Image Created by Anna Brookes Figure Seventy-Three: Tri-Plicity Smartphone Application Notifications, By Lucy Barrett Figure Seventy-Four: Tri-Plicity Smartphone Application, By Lucy Barrett Figure Seventy-Five: Tri-Plicity Print in Magazine, Image Created by Anna Brookes Figure Seventy-Six: Examples of Magazines for Print Ad and Target Audience, By Lucy Barrett www.glamourmagazine.co.uk http://www.graziadaily.co.uk/ Figure Seventy-Seven: Post Launch Regeneration, By Lucy Barrett Figure Seventy-Eight: Tri-Plicity Ad Campaign, By Lucy Barrett, Anna Brookes & Anna Peachey
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List of Websites Absolution-cosmetics.com (n.d.) ABSOLUTION Bespoke Unisex Organic Cosmetics, Paris. [online] Available at: http:// www.absolution-cosmetics.com/en/set.html [Accessed: 20 May 2012]. Annesemonin.com (n.d.) Face Beauty - Body Treatment - Spa Products | Anne Semonin. [online] Available at: http:// www.annesemonin.com/ [Accessed: 20 May 2012]. Boxall, A. (2012) Samsung encourages photo sharing with its trio of new 20-megapixel, Wi-Fi-enabled cameras. [online] Available at: http://www.digitaltrends.com/photography/samsung-encourages-photo-sharing-with-its-trio-of-new20-megapixel-wi-fi-enabled-cameras/ [Accessed: 20 May 2012]. Carey, T. (2011). Acne, curse of the high-flying career woman: Growing stress levels to blame for outbreak of pimples. [online]. Available: http://www.dailymail.co.uk/health/article-2066374/Acne-curse-high-flying-career-woman-Gr. Available: http://www.dailymail. co.uk/health/article-2066374/Acne-curse-high-flying-career-woman-Growing-stresslevels-blame-outbreak-pimples.html. [Accessed: 20 May 2012]. Chesters, A. (2011). A Brief History of The Body Shop. [online] Available: http://www.guardian.co.uk/fashion/fashionblog/2011/ nov/21/brief-history-of-body-shop[Accessed: 20 May 2012]. Coughlin, C. (2012). Blues Busting Buys. [online] Available: http://style.uk.msn.com/shopping/blues-busting-beautybuys[Accessed: 20 May 2012]. Dailymail.co.uk (2012) Let?s build self-esteem! Chemmy Alcott and Jane Fallon star in inspirational new Dove campaign | Mail Online. [online] Available at: http://www.dailymail.co.uk/femail/article-2128717/Let-s-build-self-esteem-Chemmy-Alcott-Jane-Fallon-star-inspirational-new-Dove-campaign.html [Accessed: 20 May 2012]. Dailymail.co.uk (2012) The drawing game that became the world’s top app in just seven weeks... and now the company that made it is sold for $180million | Mail Online. [online] Available at: http://www.dailymail.co.uk/sciencetech/ article-2119676/The-drawing-game-worlds-app-just-seven-weeks—company-sold-180million.html [Accessed: 20 May 2012]. Dailymail.co.uk (2012) Beauty confidential: Winter skin fixers | Mail Online. [online] Available at: http://www.dailymail. co.uk/femail/article-2085334/Beauty-confidential-Winter-skin-fixers.html [Accessed: 20 May 2012]. Dailymail.co.uk (1997) Winter skin boosters | Mail Online. [online] Available at: http://www.dailymail.co.uk/femail/article-8967/Winter-skin-boosters.html [Accessed: 20 May 2012]. Designactivity.co.uk (1886) Blog. [online] Available at: http://www.designactivity.co.uk/_blog/Blog [Accessed: 20 May 2012]. Designcouncil.org.uk (2005) Sustainable packaging | Packaging design | About design | Design Council. [online] Available at: http://www.designcouncil.org.uk/about-design/Types-of-design/Packaging-design/Sustainability/ [Accessed: 20 May 2012]. Designcouncil.org.uk (1996) Materials | Packaging design | About design | Design Council. [online] Available at: http:// www.designcouncil.org.uk/about-design/Types-of-design/Packaging-design/Materials/ [Accessed: 20 May 2012]. Designcouncil.org.uk (2002) Structure and shape | Packaging design | About design | Design Council. [online] Available at: http://www.designcouncil.org.uk/about-design/Types-of-design/Packaging-design/Shape/ [Accessed: 20 May 2012]. Designspiration.net (n.d.) Designspiration — Logo Design Inspiration Search Results. [online] Available at: http://designspiration.net/tag/logo/ [Accessed: 20 May 2012]. Designspiration.net (n.d.) Designspiration — Layout Design Inspiration Search Results. [online] Available at: http:// designspiration.net/tag/layout/ [Accessed: 20 May 2012]. Digitalbuzzblog.com (2012) KOTEX: The World’s First Pinterest Campaign | Digital Buzz Blog. [online] Available at: http:// www.digitalbuzzblog.com/kotex-the-worlds-first-pinterest-campaign/ [Accessed: 20 May 2012]. Elleandblair.com (2011) Healthy Skin: Clearasil PerfectaWash Review - Elle and Blair. [online] Available at: http://www. elleandblair.com/post/sponsored-post-clearasil-perfectawash-review [Accessed: 20 May 2012]. Emarketer.com (2011) Photo-Sharing Trends Encourage Marketers - eMarketer. [online] Available at: http://www.emarketer.com/(S(ft3pb0jpei2wcx45osvn11ar))/Article.aspx?R=1008281 [Accessed: 20 May 2012]. 64
List of Websites Esposito, M. (2010). Lush Cosmetics Trumps The Body Shop at Social Engagement. [online] Available: http://www.marketsentinel. com/blog/2010/10/lush’s-social-media-strategy-beats-body-shop’s/. [Accessed: 20 May 2012]. Fashion.telegraph.co.uk (2012) Winter skincare with anti-ageing effects - Telegraph. [online] Available at: http://fashion.telegraph.co.uk/Article/TMG8909975/445/winter-skincare-with-anti-ageing-effects.html [Accessed: 20 May 2012]. Fastcompany.com (1997) What Instagram Plans To Do With 150 Million Photos And Faster Growth Than Flickr | Fast Company. [online] Available at: http://www.fastcompany.com/1771261/instagram-150-million-photos-kevin-systromfaster-growth-than-flickr [Accessed: 20 May 2012]. Friedman, V. (2008) Beautiful and Expressive Packaging Design | Smashing Magazine. [online] Available at: http://www. smashingmagazine.com/2008/06/02/beautiful-and-expressive-packaging-design/ [Accessed: 20 May 2012]. Get Super. (2012). Homepage. [online] Available: http://www.getsuper.com/. Last accessed 10th Jan 2012. [Accessed: 20 May 2012]. Harbison, N. (2011) 10 fantastic social media campaign videos you shouldn’t miss - The Next Web. [online] Available at: http://thenextweb.com/socialmedia/2011/05/07/10-fantastic-social-media-campaign-videos-you-shouldnt-miss/ [Accessed: 20 May 2012]. Hardy, L. (2011) A guide to skin rejuvenation - Telegraph. [online] Available at: http://www.telegraph.co.uk/sponsored/ lifestyle/laser-skin-rejuvenation/8836604/rejuvenation-guide.html [Accessed: 20 May 2012]. Harveynichols.com (2011) Lancôme Secret De Vie 50ml jar, Treatments, Harvey Nichols Store View. [online] Available at: http://www.harveynichols.com/beauty/categories/skincare/treatments/s301114-secret-de-vie-jar-50-ml-inter.html [Accessed: 20 May 2012]. Healthybeautyproject.com (2010) Mood Enhancing Beauty Products? | The Healthy Beauty Project -by Todra Payne. [online] Available at: http://www.healthybeautyproject.com/beauty-space/mood-enhancing-beauty-products/ [Accessed: 20 May 2012]. Hellogiggles.com (2011) HelloGiggles – D.I.Y. Instagram Photo Frames. [online] Available at: http://hellogiggles.com/di-y-instagram-photo-frames [Accessed: 20 May 2012]. Hermon, A. (2012) Top Ten Skin Care Tips From The Experts - Una Brennan, Liz Earle & Jemma Kidd | Grazia Beauty. [online] Available at: http://www.graziadaily.co.uk/beauty/archive/2012/02/22/top-ten-skin-care-tips-from-the-expertsnichola-joss--liz-earle---jemma-kidd.htm [Accessed: 20 May 2012]. Hughes, S. (2011). Beauty: New Autumn Skincare. [online] Available: http://www.guardian.co.uk/lifeandstyle/2011/ oct/07/sali-hughes-autumn-skincare?INTCMP=SRCH. [Accessed: 20 May 2012]. Instaprint.me (2012) Music Choice - SXSWRV - Instaprint. [online] Available at: http://instaprint.me/gallery/musicchoice-sxswrv/ [Accessed: 20 May 2012]. Indvik, L. (2011) Ben & Jerry’s Donates Your Spare Twitter Characters to a Good Cause. [online] Available at: http://mashable.com/2011/05/06/ben-and-jerrys-fair-tweets/ [Accessed: 20 May 2012]. Jeffbullas.com (2011) The 10 Best Facebook Campaigns | Jeffbullas’s Blog. [online] Available at: http://www.jeffbullas. com/2011/03/01/the-10-best-facebook-campaigns/ [Accessed: 20 May 2012]. Lelabofragrances.com (n.d.) :: LE LABO ::. [online] Available at: http://www.lelabofragrances.com/ [Accessed: 20 May 2012]. Liberty.co.uk (2011) Anne Semonin | Liberty London. [online] Available at: http://www.liberty.co.uk/fcp/categorylist/ designer/anne-semonin?resetFilters=true&designer=true&gclid=CPmd-JTPj7ACFaYJtAodiF8HrQ [Accessed: 20 May 2012]. Lovelypackage.com (2012) Lovely Package | Curating the very best packaging design. [online] Available at: http://lovelypackage.com/ [Accessed: 20 May 2012]. Marketingweek.co.uk (2012) Women want cosmetic brands to work harder | Trends | Marketing Week. [online] Available at: http://www.marketingweek.co.uk/trends/women-want-cosmetic-brands-to-work-harder/4000512.article [Accessed: 20 May 2012]. 65
List of Websites Mobile Thinking. (2012). Global Mobile Statistics 2012. [online] Available: http://mobithinking.com/mobile-marketingtools/latest-mobile-stats. [Accessed: 20 May 2012]. mrkiplingcake (2012) Mr Kipling Cake-To-Go Dispenser - YouTube. [online] Available at: http://www.youtube.com/ watch?v=75jzLOdznyQ&feature=player_embedded [Accessed: 20 May 2012]. MuseAmsterdam (2012) “Drawsome intern” - YouTube. [online] Available at: http://www.youtube.com/watch?v=AM H2N6rSUQQ&feature=player_embedded [Accessed: 20 May 2012]. Naish, J. (2011). Why Winter Makes Your Eyes Look Older. [online] Available: http://www.dailymail.co.uk/femail/article-2071360/ Why-WINTER-makes-eyes-look-5-years-OLDER.html. [Accessed: 20 May 2012]. Pepsico.com (2011) PepsiCo Introduces Social Vending System™, the Next Generation in Interactive Vend Technology | PepsiCo.com. [online] Available at: http://www.pepsico.com/PressRelease/PepsiCo-Introduces-Social-VendingSystem-the-Next-Generation-in-Interactive-Vend04272011.html [Accessed: 20 May 2012]. Popsop.com (2011) Nivea Releases a Book to Mark Its 100th Anniversary – POPSOP.COM. Brand news. Brand design. Package design. Branding agencies. Brand experts. [online] Available at: http://popsop.com/48712 [Accessed: 20 May 2012]. Saurini, J. (2007) Three Unavoidable Causes of Wrinkles. [online] Available at: http://ezinearticles.com/?Three-Unavoidable-Causes-of-Wrinkles&id=6937397 [Accessed: 20 May 2012]. Scribd.com (2011) 2011 Trends Report Preview. [online] Available at: http://www.scribd.com/doc/47344071/2011Trends-Report-Preview [Accessed: 20 May 2012]. Sincare.com.au (n.d.) [online] Available at: http://sincare.com.au/ [Accessed: 20 May 2012]. SmoyzCreative (2012) Inspiration day by kotex - YouTube. [online] Available at: http://www.youtube.com/watch?v =UVCoM4ao2Tw&feature=player_embedded [Accessed: 20 May 2012]. Snow, S. (2011) 6 Factors Behind the Mobile Photo Sharing Boom. [online] Available at: http://mashable.com/2011/06/02/ mobile-photo-app-trends/ [Accessed: 20 May 2012]. Socialbusinesstoday.net (2011) 11 of the best social media campaigns of 2011 (and what we can learn from them) ~ Social Business Today. [online] Available at: http://www.socialbusinesstoday.net/2011/12/11-of-best-social-mediacampaigns-of.html [Accessed: 20 May 2012]. Socialbusinesstoday.net (2011) 11 of the best social media campaigns of 2011 (and what we can learn from them) ~ Social Business Today. [online] Available at: http://www.socialbusinesstoday.net/2011/12/11-of-best-social-mediacampaigns-of.html [Accessed: 20 May 2012]. Socialbusinesstoday.net (2011) 11 of the best social media campaigns of 2011 (and what we can learn from them) ~ Social Business Today. [online] Available at: http://www.socialbusinesstoday.net/2011/12/11-of-best-social-mediacampaigns-of.html [Accessed: 20 May 2012]. streetsicecreamau (2012) The best of the Streets Share Happy 360 booth - YouTube. [online] Available at: http:// www.youtube.com/watch?v=Pdrn3KT7zYI&feature=player_embedded [Accessed: 20 May 2012]. Stylist.co.uk (2012) Feed Your Skin - Beauty - Stylist Magazine. [online] Available at: http://www.stylist.co.uk/beauty/ feed-your-skin [Accessed: 20 May 2012]. Space NK. (2011). Algenist. [online] Available: http://www.spacenk.co.uk/category/shop+by+brand/algenist. do?cid=PPC%7CAlgenist %7CAlgenist_-_Exact%7Calgenist%7Cexact&gclid=CJO7pKeQwawCFcQf4QodKhZSqw. [Accessed: 20 May 2012]. Telegraph.co.uk (2009) The 100 most annoying things: poll - Telegraph. [online] Available at: http://www.telegraph. co.uk/news/picturegalleries/howaboutthat/6131208/The-100-most-annoying-things-poll.html [Accessed: 20 May 2012]. Telegraph.co.uk (2010) Skin treatment during winter - Telegraph. [online] Available at: http://www.telegraph.co.uk/ health/wellbeing/8129795/Skin-treatment-during-winter.html [Accessed: 20 May 2012]. Thedieline.com (2010) The Dieline - The #1 Package Design Website -. [online] Available at: http://www.thedieline.com/ [Accessed: 20 May 2012].
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List of Websites The Benchmark Company. (2011). 2011 Trend Report [online]. Available: http://www.scribd.com/doc/47344071/2011Trends-Report-Preview. Last accessed 29th Jan 2012. [Accessed: 20 May 2012]. The Body Shop. (2011). About Us.[online] Available: http://www.thebodyshop.com/_en/_ww/services/aboutus_anitaroddick.aspx. [Accessed: 20 May 2012]. Timleake.com (2012) Tim Leake » “Digital Work” vs. “Work for a Digital World”. [online] Available at: http://timleake. com/2011/05/digitalwork-vs-digitalworld/ [Accessed: 20 May 2012]. Trendwatching. (2012). February 2012 Trend Briefing. [online] Available: http://trendwatching.com/briefing/#. [Accessed: 20 May 2012]. Trendwatching.com (2011) trendwatching.com’s March/April 2011 Trend Briefing covering R.A.K.. [online] Available at: http://trendwatching.com/trends/rak/ [Accessed: 20 May 2012]. Unknown. (2012) [online] Available at: http://www.mobileinquirer.com/2012/photo-sharing-trends-alter-as-mobileuploads-see-huge-increase/. [Accessed: 20 May 2012]. Unknown. (2012) [online] Available at: http://www.guardian.co.uk/fashion/fashion-blog/2011/ nov/21/brief-historyof-body-shop. [Accessed: 20 May 2012]. Unknown. (2012) [online] Available at: : http://designspiration.net/tag/layout/. [Accessed: 20 May 2012]. Unknown. (2012) [online] Available at: http://dualshow.com/its-all-about-the-polaroid-picture-nsfw/. Unknown . (2007). How your skin changes through stress?.[online] Available: http://www.sciencedaily.com/releases/2007/11/071109194053. htm. [Accessed: 20 May 2012]. Unknown. (2002). The End of Anitas Heyday. [online] Available: http://news.bbc.co.uk/1/hi/business/1816041.stm. [Accessed: 20 May 2012]. Unknown. (2011). Review: Absolution Skincare. [online] Available: http://www.londonbeautyreview.com/2011/08/review-absolution-skincare.html. [Accessed: 20 May 2012]. Unknown . (2011). Luminaze Review. [online] Available: http://ommorphiabeautybar.com/2011/11/15/new-productluminaze-catalytic-skin-tone-illuminator-trial-review/. [Accessed: 20 May 2012].. Unknown . (2011). Alguronic Acid. [online] Available: http://www.futurederm.com/tag/alguronic-acid/. [Accessed: 20 May 2012]. Unknown. (2006). Ethical Company Takeover. [online] Available: http://www.ethicalconsumer.org/commentanalysis/ features/ethicalcompanytakeovers.aspx. [Accessed: 20 May 2012]. Vimeo.com (2012) Instaprint on Vimeo. [online] Available at: http://vimeo.com/20759156 [Accessed: 20 May 2012]. Viralblog.com (2012) Kotex Launches ‘World’s First Pinterest Campaign’ -. [online] Available at: http://www.viralblog. com/social-media/kotex-launches-worlds-first-pinterest-campaign/ [Accessed: 20 May 2012]. Visual.ly (2011) Photo Sharing Trends | Visual.ly. [online] Available at: http://visual.ly/photo-sharing-trends [Accessed: 20 May 2012]. Wallblog.co.uk (2011) Top 50 social media campaigns revealed | The Wall Blog. [online] Available at: http://wallblog. co.uk/2011/09/22/top-50-social-media-campaigns-revealed/ [Accessed: 20 May 2012]. Wearesocial.net (2011) Ad Age’s 10 best social media campaigns / We Are Social. [online] Available at: http://wearesocial.net/blog/2011/12/ad-ages-10-social-media-campaigns-2011/ [Accessed: 20 May 2012]. Weheartit.com (2011) anna brookes (annabrookes) on we heart it / visual bookmark. [online] Available at: http://weheartit.com/annabrookes/sets/2242783-polaroids-and-face-shots [Accessed: 20 May 2012]. Youtube.com (2012) Amex Sync with Twitter: How To - YouTube. [online] Available at: http://www.youtube.com/ watch?v=0B-Km9vAIwo&feature=player_embedded [Accessed: 20 May 2012].
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