PRODUCT INNOVATION PROJECT VANESSA, LYDIA, ELEANA, OLIVIA & CAMERON 3994 WORDS
CONTENTS INTRODUCTION & METHODOLOGY 6
INOVATION STRATEGY
BRAND CONTEXT
KEY INITIAL STEPS 38
ABOUT YOURGOODSKIN 7
IDEA GENERATION 39 - 43
BRAND DNA 9
RISK ASSESSMENT FOR IDEAS 44-45
BRAND ARCHITECTURE 11
JUDGING CRITERIA 46
BRAND HEALTH 13
STRETCH DIAGRAM 48
AAKER MODEL 15-16
CONSUMER FEEDBACK 50
BENEFIT LADDER 17-18
GAP ANALYSIS 52
SOCIAL MEDIA 19-20
FINAL CONCEPT 56
CONSUMER 21-22
CONCEPT & POWER STRUCTURE TEMPLATE 58 -59
BRAND POSITIONING 23 COMPETITOR 25
COLOUR SCHEME 60 VOLUMES & FINANCE 62
PESTLE 28 MARKET ANALYSIS 29 CONSUMER & INDUSTRY TRENDS MACRO & MICRO 32-33 SWOT 34
RISK ASSESSMENT 64 CONLUSION 66 DISCLAIMER 68 BIBLIOGRAPHY 69-72 REFERENCES 73 IMAGE REFERENCING 74-81
INTRO
& METHODOLOGY DUCTION
Your Good Skin is a Boots brand which has been developed with the help of Boots customers, cosmetic scientists and dermatologists. Women want consistently healthy looking skin, but achieving this can be difficult when everyday life factors can cause the skin to be unpredictable and unbalanced. Variables that affect the skin include; air pollution, temperature change, hormone change, stress or tiredness. The importance of innovative products have a growing significance in the skincare market due to consumers demanding more specific and targeted products. With social media and the voice of the consumer being more influential than ever, brands are complying to the needs of the consumer, and constantly developing more innovative products. Despite YourGoodSkin being a young brand, there is still the need for them to keep up with skincare trends, and develop innovative products to meet the demands of their consumer.
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Throughout this report we have used extensive primary and secondary research in order to gain a deeper understanding of the skincare market and our target consumer. Our primary research consisted of a general skincare questionnaire of mothers aged between 30 and 45 which gathered 176 responses in total. This method was chosen as we could gather a range of responses from women within our chosen demographic quickly by posting the survey in groups such as Mumsnet. We then conducted smaller focus groups with skincare fanatics and Boots employees to gather insight into how to develop our finalised ideas. This method was effective as they had a vast knowledge of the skin care market and the products already on offer, which allowed us to solidify our final concept. Secondary Research included reading academic journals and websites such as WGSN and Mintel to have reliable sources to analyse the current skincare market.
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BRAND CONTEXT
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Your Good Skin is a brand with a mission to improve the 5 key signs for healthy looking skin. This includes; oiliness, dryness, texture, tone and radiance. They believe to do this in a simple way to fit in with their target market. The key consumer is a busy active Mum. They have 24 products altogether, consisting of toners, cleansers, day and night creams and their renowned balancing skin concentrate. Their price range is low compared to competitors with the highest product at ÂŁ17.50.
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BRAND DNA VISION To give the consumer the certainty of consistently good skin for life
MISSION To improve the five key signs for healthy looking skin: oiliness, dryness, texture, tone and radiance in a simple way, so the consumer can focus on the more important things in their lives
VALUES Certainty, freedom, clarity
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ARCHITECTURE
CLEANSER
Clinique
Garnier
Pixi
Lancome
LizEarle
No7
This Works
Pixi
Benefit
Bare Minerals
Garnier
Pixi
Gold Collagen
L’Oreal
Lancome
Origins
Garnier
No7
Boots
L’Oreal
TONER
Garnier
LizEarle
Lancome
Pixi
Boots
SCRUB
Origins
Sanctuary
Neutrogena
Freedem
Avene
Nivea
Botanics
SERUM
MASK
MOISTURISER
FACE WIPES
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Garnier
Simple
Clean & Clear
An interview with the No7 Adviser, Store Manager and Fragrance consultant at the Newbury Boots branch helped to gain an understanding of how YourGoodSkin sells in store and what customers thought of the brand. In the interview, it became clear that while YourGoodSkin products do sell in store, compared to some of their competitors, they are lacking in demand. This suggests that brand awareness is good but consumers are buying from competitor brands over YourGoodSkin. The most popular YourGoodSkin products are the day and night creams followed by the cleansers. In the interview, the insight was given that the Balancing Skin Concentrate, YourGoodSkin’s ‘hero’ product, does not sell aswell as perhaps initially expected. Interestingly, they pointed out they believe the reason for this was because the No7 Protect and Perfect serum is in the same packaging making customers confused to whether it is an anti-aging product or not.
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BRAND HEALTH
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AAKER MODEL
Brand as a product -
Skincare Affordable Effective Easy to use Accessible
Brand as an organisation Affordable beauty Everyday life Consumer concern Targets the 5 key signs of healthy skin Scientific
Brand as a person -
Honest Full of passion Caring Healthy Active
Brand as a symbol -
Simple Gold
Brand as an experience -
Easily accessible Diverse
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BENEFIT LADDER Emotional Benefits EMOTIONAL Making you look good on the outside to help you feel confident on the inside. Become part of a community of women with the same problems and share your experiences with each other. Pleasure from the improved feel of your skin.
Functional Benefits FUNCTIONAL Clinically proven to improve the five signs of healthy looking skin.
Product Features FEATURES Low cost Developed by a team of scientists and approved by leading dermatologists to restore your skin’s natural balance. Effective products targeting problem skin. Concentrate to your regime to improve the five key signs of healthy looking skin; skin texture, skin tone evenness, moisture levels, oiliness & radiance. Co-created with a community of thousands of women.
Targets and Insights CONSUMERS Women aged between 30 – 45 with problem skin. Not brand loyal. Working Mum. Wants a product that is effective. Want to be able to get hold of the product easily and quickly.
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SOCIAL MEDIA
YourGoodSkin is active on social media with an Instagram and Facebook page. Instagram is their most popular page with 23.7K followers, this is also the platform they are most active on. The brand uses celebrities as influencers to help promote their products, including Stacey Solomon and Samantha Faiers, people YourGoodSkin consumers can relate to. The brand is good with consistency of posts; they post Instagram pictures daily. On Facebook they have a smaller following of 7.9K, the brand uses this platform to post promotions and product recommendations. The brand also has a YourGoodSkin community page on Facebook where consumers can share their stories, experiences, recommendations. The community page allows the brand to engage with their consumers and get their feedback and recommendations.
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Instagram – 23.7K
Facebook – 7.9K
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CONSUMER
Working mother with a busy lifestyle
30-45 year old women
She is not a skincare junkie!
Keeping her skin healthy is a necessity
The YourGoodSkin consumer is a busy mother aged between 30 and 45 who still suffers with problematic skin but does not have the time to invest in a complicated skin care routine, while still wanting effective results. As she is a mother, she has little disposable income to be able to spend on luxury items for herself. Therefore, YourGoodSkin allows her to be able to have a luxury experience at a low cost. She does not have time to do extensive research about skin care and what would work best for her specifically, so when she buys products, it is generally from word of mouth with her friends recommending the products. When buying the products, going into a store is her preferred method for ease and she can see the product for herself before purchasing.
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Active mum
Mum of two
Inconsistent skin
Sarah 39
Buys product if friends recommend
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POSITIONING PREMIUM
YOUNGER
OLDER
MASS
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The brand positioning map shows YourGoodSkin and its competitors positioning within the skincare market. The map shows that YourGoodSkin sits within a saturated market. The brand is mass market and targets an older audience, its main competitors include NO.7 and L’Oreal who are positioned alongside them on the map due to targeting a similar consumer. YourGoodSkin is mass market due to being a Boots brands available in most Boots stores. Other competitors include Clarins and Liz Earle although these brands target a very similar consumer to YourGoodSkin they are premium brands due to having a higher product price point.
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COMPETITOR ANALYSIS
TARGET DEMOGRAPHIC
LEVELS OF INNOVATION
LOW LOW
PRICE
TARGET DEMOGRAPHIC
LOW LOW
LOW LOW
LOW
LOW
LOW
LOW
HIGH
HIGH
TARGET DEMOGRAPHIC
LOW
HIGH HIGH
HIGH
LEVELS OF INNOVATION
LOW
HIGH
LOW
HIGH
HIGH
LEVELS OF INNOVATION
PRICE
LOW
HIGH
HIGH
TARGET DEMOGRAPHIC
PRODUCT OFFERING
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HIGH
HIGH
LEVELS OF INNOVATION
PRICE
PRODUCT OFFERING
HIGH
HIGH
LOW
PRODUCT OFFERING
PRODUCT OFFERING
HIGH
HIGH
LOW
PRICE
With a small portion of the market, and a brand underneath Boots, YourGoodSkin faces some challenges when competing against its competitors. They are up against other Boots own brands such as No7, and independent brands such as Nivea, Clarins and Liz Earle, therefore YourGoodSkin has to be precise with its product offering, and the benefits of using the products. A scale system has been devised to position Your Good Skin against some of its key competitors. A visual scale makes it clear and easy to understand the areas that need targeting when developing an innovative product for YourGoodSkin. While YourGoodSkin has a very limited product offering in comparison to its competitors, it is able to boast a more affordable price range, as opposed to Clarins and Liz Earle. A limited product offering for YourGoodSkin is not to be seen as a negative, as a streamlined collection of products infers that the product quality and science is something that has carefully been considered and developed. By developing an innovative product to fit in with this collection, the offering will be broadened, as well as reaching a new audience of consumers who are looking for innovative, modern products to try.
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P E S T L E
Brexit is currently promoting the uncertainty across all industries. It is unknown what will happen with trade deals across countries, exchange rates once the deal has settled and employability of immigrants. With the uncertainty within trade across countries, prices of items may fluctuate and vary depending on the country, this could be damaging for boots as it could be confusing for their consumers as the price will not be consistent throughout stores. Continuing with Brexit, having the political uncertainty affects consumers’ confidence with spending meaning that less money is circulating through the economy. Further meaning consumers are less willing to spend their money on unnecessary luxury items, such as extra skin care products than what they need. Persuading the consumer to buy is proving difficult in the saturated environment, which means brands need to become innovative to persuade consumers to spend on their products. The way consumers make decisions towards purchasing from brands is ever changing. But what is certain, is that consumers are much more vocal about their experiences with brands, and enjoy sharing positive and negative results. Brands need to be aware of consumers who offer a bad review on their social platforms, as word-of-mouth is powerful within consumer purchasing habits. Responses to questions and queries are also expected to be answered immediately; consumers don’t have the time to wait around, and in the highly-saturated skin care market, it is easy for them to find a similar alternative, also meaning the brands need to stand out amongst the Technology and skin care are combining more than ever before, and with consumers being more conscious of their skin, new technologies are pushing consumers to use technology for the best results. Again, innovation is key to stay leading within this market, key examples of this were given to us by La Roche-Posay, giving us the first wearable pH tracker and personalized 3D-printed face masks courtesy of Neutrogena.To keep relevant within the market with today's competition, brands need to keep up with the changing technology. All brands need to be knowledgeable on legislations in the UK and other countries in which they trade with. Not abiding by laws and legislations can be damaging to the brand if publicised. Even with Brexit, all of the cosmetics sold in the UK must continue to comply fully with the European Cosmetic Products Regulation, including requirements relating to safety, labelling and the ban on animal testing. If businesses are found to be disobeying these laws they could be fined a large sum of money which could affect profits and current and potential consumers may be lost. In 2019, consumers are more educated than ever about the impacts of plastic pollution on the environment, and the importance of being ethical throughout the production of products. It is such a strong trend, that brands are now having to prove traceability in the supply chain, to show consumers that they are mindful of the environmental and ethical impacts. Skin care brands such as Lush are leading within this market, having minimal or recyclable packaging and opening a fully packaging free store in 2019. 28
MARKET ANALYSIS
Supported by statistics from Mintel, the skincare market is proven to be significantly growing year on year. While the market continues to grow, it is a market that is incredibly saturated, with a large number of brands competing against each other for consumers. As skincare is something that is very subjective and personal, it is difficult to pinpoint the factors of growth for the big contenders. As YourGoodSkin is a very young, small brand, it has a minuscule section of the skincare market. According to GlobalData, Boots retained its position as market leader in 2017, in the UK Health and Beauty market, with a 20.5% share of the market. However, this is being challenged by the use of online purchasing, with brands such as Amazon providing a wide selection of product.
The women’s facial skincare category showed strong value growth in 2017, increasing by 4% to reach £1.15 billion, boosted by increasing penetration of skincare products (Mintel, 2018).
The category is expected to continue showing growth, in the best-case growing by 26% from an estimated £1.18 billion in 2018 to £1.49 billion in 2023, or in the worse-case growing by 4% to £1.23 billion. Mintel estimates the category to rise by 15% to £1.36 billion by 2023 however, driven by GDP and the population of women aged 16-54 (Mintel, 2018).
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CONSUMER & INDUSTRY TRENDS
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MACRO
The current Macro trends that apply to YourGoodSkin would be technology, sustainability and athleisure. Technology within the skincare industry is something that is becoming more sort after, and its effective usage is desired amongst competitors within the market. However, YourGoodSkin hasn't yet explored this trend. If they were to create products that combine technology into their range, it would help get a step ahead of competitors. Sustainability is also a trend that YourGoodSkin need to be aware of when creating any products, as ‘66 percent of global consumers are willing to pay more for sustainable goods’ Neilson 2015. Therefore creating a product that is sustainable is going to appeal to YourGoodSkin’s consumer. Athleisure is the last trend explored and is also something that is changing the skincare industry. This started from within fashion and has over spilled into the skincare market causing a rise of consumers wanting to look good in the gym. There is still a gap in the market when it comes to athleisure in the skincare industry, which is why it would be a main focus for YourGoodSkin and will create a strong unique selling point.
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MICRO The Micro trends that apply to YourGoodSkin are Streamlined Products, Effortless beauty and Transparency. Streamlined products is combining products to create a unified product that performs more than one purpose. This trend applies to YourGoodSkin as their target consumer is a busy mum, who maybe more likely to look for skincare which is time efficient. When creating an innovative product, sticking to the streamlined trend should be a main focus as it suits the target market very well. Effortless beauty is the next micro trend. Effortless beauty is a newer trend that has formed from the now fad trend of glamorous beauty. It is creating a no- makeup makeup look in the beauty industry and this correlates with skincare. For YourGoodSkin promoting products that will give the results of clear even skin, as well as suiting a consumer who doesn't want to apply heavy makeup. It will help fit in with this trend. The last micro trend is Transparency, creating products where the consumer knows all the ingredients and also being cruelty free in the making of the products is now more important. Therefore YourGoodSkin needs to make sure they are clear about everything inside their products, and also where these products came from to keep up with their competitors.
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SWOT
> Has an affordable price range. > Have an easy 3 step system which is a key aspect which consumers look for in a brand. > They have a range of products that meet a lot of different skin concerns such as tackling oily skin.
> The packaging does not stand out amongst competitors. > What the product offers is not innovative or different. > It does not fit in with the needs of the target audience, who may be seeking more anti-ageing products. > The packaging does not include information on what the product will do and how it will benefit an individual.
> To update the packaging so it stands out more on the shelf. > Better advertising of the product, so consumers know what it is and how it differentiates from competitors. > Technology corporation to fit with current trends. This could be either: 1)Creating an app that tells consumers what product they need to use. 2)Updating the technology of the products. > Address the target consumer better by creating a product range that fits into their busy lifestyle. This could be for a working mum or business woman/man. > Address the trends of sustainability, being cruelty-free and veganism to keep up with competitors and expanding trends.
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> There is a high amount of skincare brands on the market selling the same product or within the same price range, YourGoodSkin need to differentiate from competitors to stay on top. > They are not as recognisable as a brand compared to their many competitors are. Therefore, this could mean their competitors won't have the same trust that they would for the more established brands. > Many consumers may need additional incentive to switch brands from which they are similar with as they may have been using these brands that work for a long time.
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INNOVATION STRATEGY NPD ideas and shortlisting
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IDEA GENERATION
A map mind of ideas was drawn out, for the consideration of a new potential product for YourGoodSkin. All ideas then went through the process of elimination.
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The innovation process of developing a new product for YourGoodSkin is one that requires a number of steps, and streamlining of ideas to come to a final idea. At the beginning of this process, around 100 ideas were brainstormed, developed from current trends, innovations and existing products. From here, 100 ideas were then streamlined down to the 10 strongest ideas. These ideas were justified as the top 10 on grounds such as the most innovative and most appealing to our target consumer. Similarly as before, 10 idea were then streamlined to 3, which is where a more thorough elimination process occurred. To help with the decision of the final idea, a survey was created and shared with skincare fanatics in Facebook groups, such as “YourGoodSkin Community”, and “Caroline Hirons Skincare Freaks”. This survey consisted of an explanation of the final 3 ideas, and questions about what the consumer thoughts of these. Sharing this survey with skincare fanatics allowed a close look at the aspects that consumers are looking for, aiding the final selection of the new product development. Similarly to this, it was at this stage of streamlining that a focus group was conducted with 5 mums who fitted the target consumer. This provided opinions from mums and women who would be likely to use the final three products, and their thoughts as to how they would fit it into their lifestyle. Upon analysis of the survey, and understanding of the focus group interviews, it became clear which was the strongest of the 3 ideas, which was then further developed into the final product.
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Movement
Idea 1 is a movement activated booster which works like a facial in a bottle. The active ingredients in the booster are triggered by heat and natural moisture produced by the skin. Examples of when this could be used are in the gym, on the school run, or walking to work. This product has been developed with the intention of saving time for the user, still allowing a luxury treatment to be fitted into a busy lifestyle.
The idea Key Insight
Movement Activated Skincare Facial.
On the go mothers have a small window of time to dedicate to themselves and don’t have time to go to a spa and get a facial.
Who would be the target audience
On the go mothers.
Key benefits and how it works
The movement activated facial is designed to renew stressed, dull skin with energising, detoxifying actives. The ingredients are activated by moisture and heat.
What makes it different to other products on the market
There are products on the market that are to be used before or after exercise but the market is yet to see products physically triggered by heat, moisture and exercise.
“I really like the idea of a movement activated booster. I would use the product daily in place of my current moisturiser. This would fit in with my morning routine as I walk the kids to school and follow that by a 5k run.” - Bethan “I’d use it every day and I’d apply it in the morning as I’m about to do the school run.” - Olivia
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Technology
Idea 2 is a YourGoodSkin app which has been developed to aid the choice of products while in store. The app will have a series of questions which the consumer answers, resulting in prescribed products for the consumer based on their answers. This has been designed to save time for the consumer, meaning there is no need to stand and read all the information on the bottles, but instead have a quicker shopping experience.
The idea Key Insight
Ingestible Skincare
Consumers want a quick way of doing their skincare routine.
Who would be the target audience
On the go mothers who don’t have time for a lengthy skincare routine.
Key benefits and how it works
A quick and easy way to streamline your skincare regime. Inside out skincare, to get a glow from within. The ingestible will be a sachet you put into water that’s packed full of vitamins, retinol for anti aging and resurfacing, hyaluronic acid for dry skin to boost hydration and salicylic for spot/problem/acne skin.
What makes it different to other products on the market
Ingestible skincare is an upcoming trend that is slowly being adapted by mainstream brands. The market has similar products.
“I don’t know if I would use an app to prescribe skincare to me because I know my skin best and what it needs. I would need to be a super duper app in my opinion that could analyse the skin so well and match it to my needs. I guess it could work but I don’t think I would trust it 100%” - Bethan “I don’t like the app idea to be honest, when I shop I nearly have my hands free before of my son, so I just wouldn’t use it.” - Lauren
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Ingestibles
Idea 3 is an ingestible skin care supplement, in the form of a liquid sachet which is dissolved into water, providing the benefits to the skin like physical products would. This has been designed with the idea of saving time, which also encourages the consumer to drink more water. Ingredients such as hyaluronic acid will be included to provide necessary benefits for the user. This product allows the consumer to save time and save steps in their skincare routine.
An app that recommends skincare products
The idea Key Insight
The consumer doesn’t have time to research which skincare products she needs.
Who would be the target audience
Working mothers.
Key benefits and how it works
The app will scan the consumers skin and tell them which products are best suited for them.
What makes it different to other products on the market
There are similar products on the market with L’Oreal recently introducing a AI skin diagnosis tool that uses selfies to asses the user skin in order to make skincare recommendations.
“I would much prefer to have the luxury of a skincare routine but probably not realistic. I’m not sure on this idea only because I don’t like the idea of ingesting things to improve skincare if it’s not natural, but it would save some people a lot of time and effort on creams facials etc ” - Olivia
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RISK ASSESSMENT FOR IDEAS
Product concept
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Estimated technical feasibility (H/M/L)
Motion activated booster
H
YGS App
H
Ingestibles
M
Competitive advantage (H/M/L)
H
L
M
Consumer interest (H/M/L)
Risks
M
Medium - new concept that on the go consumer may not take to
M
High - use of an app may not fit into the lifestyle of the target consumer
L
High - skincare taking on a new form, lack of luxury aspect of skincare routine
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Movement Activated Skincare Facial Likely Consumer Appeal
8/10
Brand Fit
9/10
Distinctiveness
7/10
Incremental Growth Potential
9/10
Total
33/40
Ingestible Skincare Likely Consumer Appeal
6/10
Brand Fit
8/10
Distinctiveness
7/10
Incremental Growth Potential
5/10
Total
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26/40
JUDGING CRITERIA
App Likely Consumer Appeal
8/10
Brand Fit
6/10
Distinctiveness
3/10
Incremental Growth Potential
7/10
Total
24/40
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STRETCH DIAGRAM
NEW
New Horizons
Ingestible Skincare Motion Activated Skincare
CURRENT
BRAND - Degree of Stretch
Brand strech but needs strong USP to stand out
APP
Sustaining Innovation
LOW
Breakthrough Innovation
HIGH
MARKET - Competitive Environment
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The use of a brand stretch diagram has allowed the understanding of where the shortlisted ideas fit amongst each other, and the strength of the ideas in the current market. The three shortlisted ideas all fit into different areas of the brand stretch table. For the breakthrough idea, it was decided that the movement activated booster fitted best into this, which is why this was developed as the final product.
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CONSUMER FEEDBACK In order to develop and choose the final idea, a survey was created and shared with skincare fanatics, to gain understanding into their thoughts and opinions on the three shortlisted ideas. Similarly, questions were proposed to a select number of women who fit the target demographic, investigating the ways in which they would use these products and their opinions on them. It was from these interviews and survey responses that allowed the development of the final product.
Responses “I would use it each morning before working out.” “Love the idea!!! Would use it 3 times a week in the gym.” “Quite possibly every day after my morning workout”
}
“Very useful on ‘no Make up days’ great for gym as I never know what to put on my face when I go in the morning!” “I would use it everyday since I'm always on the go. I think it would be best to use it as the last step of my routine.” “Sounds like it keeps my skin healthy and nourished and good to use in a hurry or for busy lifestyles.”
“I like that it is sort of double duty. I like that it is heat activated and I don't need to worry about just sitting there, waiting for it to dry or absorb in.”
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IDEA 1
Responses “I don’t think this app is something I will really use.”
}
“I use my phone enough. I think this would be useful for new customers only and then they would already be intending to shop this line. I don't see people in the store downloading an app to make a purchase.”
IDEA 2
“I rarely use my phone in store but if it was available to use prior to going to the store I would definitely use it.” “If it allowed to create a profile, describing my skin, conditions, concerns, preferences, the app might be quite accurate.”
Responses “Not sure I would use this as I don't like taking supplements.”
}
“I like that it encourages me to drink more water, but no, I don't think it saves me time. It is just as easy to eat a gummy vitamin.”
“I wouldn't say it would save time because I don't believe it would steamline my routine, I take supplements, but I would never expect that the supplements would be in lieu of a skincare routine, but in addition to it, to have a more thorough routine working from the inside out, however if you have a supplement that could be used instead of and is as effective, that's a miracle and sign me the hell up haha” “No not interested. I like to see and feel my products.”
IDEA 3
“I absolutely want my skincare routine! This is my time to care and pamper myself. In a crazy world where everyone is in a hurry, this time should be enjoyed and not ingested.” “For me the skincare routine is a big part of my day, really look forward to it. Also helps my wellbeing as encourages me to be mindful.”
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GAP ANALYSIS From researching the current athleisure products situated within the skincare and cosmetics industry, it was discovered that there was a gap in the market between the skincare and during a workout axes. An axis has been created to visualise the gap in the market. Therefore, YourGoodSkin has an opportunity within this market. Currently there are cosmetic products that work for the consumer during a workout and also for after. For example, during your workout Clinique Fit has a BB cream which doesn’t irritate your skin like most BB creams would, then for post workout Benefit has a pore minimising powder which helps close up your pores after a workout. As well as cosmetics there are products within skincare that benefit your skin pre and post workout, for example ELF cosmetics post workout cooling mist. However there isn’t currently any skincare products that actually work for your skin as you workout.
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SKINCARE Mio - Muscle Serum Sweat Cosmetics Cleansing Towelettes Pixi - Vitamin wakeup mist
OPPORTUNITY Elf - Cooling
DURING WORKOUT
POST WORKOUT
Sport FX - Mist
Clinique Fit Face hydrating spray
Eyeko - Post workout mascara Benefit Porefessional
Elf Face Powder Dior Colour control BB cream
COMESTICS
THE FINAL CONCEPT
Product Name Movement Activated Skincare Facial What it does The product acts as a facial in a bottle, it is to be used only twice a week alongside the consumer’s usual skincare routine. The product is designed to be left on throughout the day or applied just before a workout as the ingredients are activated by moisture and heat, meaning that the busier your day is or the harder your workout the more effective the facial is. The idea behind the product is that our consumer is a busy on the go mother who doesn’t have time to go get a facial so instead she can wear this product during her everyday routine and will be effectively multi tasking by getting all the benefits of having a facial while leading her busy lifestyle. Lid works as a pumper
Cream comes out in the middle of sponge top
Apply directly from bottle onto face
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Quick, easy & clean
Only required two pumps for full coverage of face and neck
Product Benefits Designed to renew stressed, dull skin with energising, detoxifying actives. When massaging the product into the skin in the morning it helps restore micro circulation. A deeply detoxifying treatment leaving skin plumper, radiant and lit up with good health. Ingredients New technology has been developed that allows plant stem cells, antioxidants, vitamins and fatty acids to be activated by moisture and heat, meaning that the more intense your workout or busy your day is, the more effective your skincare becomes. Format The product is the consistency of a thick moisturizer, which once applied sinks into the skin and is not noticeable. Key Ingredients Hyaluronic acid for dry skin and hydration Salicylic acid for acne and problem skin Vitamin C for brightening Usage The product is to be used twice a week in the morning and left on the skin for the duration of the day or just before a workout and washed off afterwards. Apply to fresh, clean skin and use as the last step of a morning skincare routine. A group interview was conducted with the Newbury Boots branch Store Manager, No7 Consultant and Fragrance Consultant. This gave a better understanding of what the consumer thought of YourGoodSkin as a brand, and also helped understand thoughts on the packaging. Emma, the No7 Consultant, said that the No7 Protect and Perfect serum has the same packaging as the YourGoodSkin serum which created confusion amongst consumers on whether YourGoodSkin was an anti aging product or not. Therefore, going forward with designing the packaging for the motion activated facial, making sure that the packaging isn’t similar to any competitors is essential, as well as staying away from the design used for the serum. When asking the Store Manager why the product might not sell compared to competitors she said, ‘because the packaging doesn’t fit in with the target consumer it generates the wrong customer to be interested in the brand’. In particular she noted the colour scheme fitted in more with 60-70 year olds rather than the target market of 35-40 years, this is why the colour pallet has been changed on the packaging. Lastly Stuart, the Fragrance Consultant, also noted that the brand doesn’t stand out amongst competitors on the aisle from the colour being bland. He also said, ‘I have many customer queries about the products due to the packaging’. This backed up reasoning to change the colour pallet. Overall this packaging was created to be different from YourGoodSkin’s main competitors, as to stand out on the shelf. It is also durable to fit in with the consumer lifestyle of a busy mum who may need to use it on the go. 57
CONCEPT TEMPLATE
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Headline
Movement Activated Skincare Facial
Core Consumer
On the go mothers
Problem/Insight
“As a mother of two under five, I have a small window of time to dedicate to myself. I don’t want to sacrifice a facial for a workout or vice versa”
Benefit
A movement activated facial allows to consumer to get all the benefits of a facial while leading her busy lifestyle.
Reason to Believe
New technology has been developed that allows plant stem cells, antioxidants, vitamins and fatty acids to be activated by moisture and heat. This means that the busier your day or harder your workout the more effective the facial becomes.
POWER STRUCTURE TEMPLATE
Hook (why should I be interested?) Getting a facial is beneficial for healthy looking skin but sometimes you just don’t have the time to spare. The movement activated facial allows you to go about your everyday routine while getting all the benefits of a facial. Benefit (What exactly is in it for me?) The movement activated facial is designed to renew stressed, dull skin with energising, detoxifying actives. When massaging the product into the skin in the morning it helps restore micro circulation. The facial is a deeply detoxifying treatment leaving skin plumper, radiant and lit up with good health without having to go to a spa. Proof (why should I believe you?) New technology has been developed that allows plant stem cells, antioxidants, vitamins and fatty acids to be activated by moisture and heat. The facial will give you the same benefits as getting pampered at a spa but instead you will not have to sacrifice anytime. The consumer can effectively multitask by going about their everyday lifestyle while getting the benefits of a facial.
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COLOUR SCHEME
FOR ALL SKIN HYDRATING
MATTYFING ACNE CLEARING
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The original colour of the product misguided consumers into believing that YourGoodSkin catered for the older consumer and those in need of anti-aging cream. This was explained further by the Newbury store manager, who described the gold packaging as dull and inappropriate for the target consumer. Therefore, as the products do not stand out on the shelves, the colour orange was chosen to replace the gold. Orange as a colour is brighter and has a younger feel which will be suitable for the consumer. Furthermore, orange is not too far from the gold, meaning that customers will not be confused as to which brand this is.
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VOLUMES & FINANCE
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RISK ASSESSMENT Risk Bad reception from consumers
This risk highlights This can be the fact that easily overcome consumers may not as the product will take the product on be marketed and board or not feel that produced to entice there is a need for it in consumers and their skincare routine. convince them that they need the product.This is included in the ‘hook’ that hooks the customer to needing the product.
This risk involves the Bad recepreplacement of other tion from products by this prodconsumers uct, meaning that the Product elimrange would be in inates need decline if customers for other YGS were picking other products products instead of the main line. New product packaging
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Ways to overcome
This can easily be overcome as the product will be well explained and marketed to tell the customer that the product is to be used alongside the current YourGoodSkin range.
The changing in This can be overcolour of the Yourcome by creating GoodSkin packaging awareness of the new may deter or confuse product packaging. the consumer as this When customers are is not the original aware that the colYourGoodSkin packour is changing, it aging. means that they will look out for it and be more susceptible to the change.
Level of risk
HIGH
LOW
MEDIUM
n order to consider the risks of the final idea, a table has been created to analyse the potential risks and how they will be overcome. When launching a new product it is important that any potential obstacles and risks are assessed before launch, and weighed up in terms of the risks they propose, in comparison to the potential benefits.
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TO CONCLUDE
Our primary research showed that our consumer is deprived of time due to being a busy working mother, this means that she doesn’t have time for a lengthy skincare routine. The movement activated skincare facial offers the consumer an innovative product that is quick and simple to use and can be worn whilst they go about their normal everyday routine. Our secondary research showed there was a trend for active beauty although there was a gap in the market for a product that can be worn specifically during exercise. The movement activated facial fills this gap and meets the needs and demands of YourGoodSkin’s consumer.
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DISCLAIMER
Diclaimer that all references can be found in this YourGoodSkin Report. We confirm that this work has gained ethical approval and that we have faithfully observed the terms f approval in the conduct of this project. Name Vanessa Louis Verdier.....Signed..................................Date................... Name Lydia Warren................. Signed..................................Date................. Name Eleana Forson.................Signed..................................Date.................. Name Olvia Shaw.................... Signed..................................Date.................. Name Cameron Maxfield ........ Signed..................................Date..................
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