Three Year Strategic Plan & One Year Communications Plan
The Inkey List Maggie Stewart . N0749568 . Word Count: 4,149
Ethics Clause
“I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project�
Signed .............................................................
Date ........................................
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Contents Page
Ethics Clause, 2 Introduction, 6 Methodology, 8 Situational Analysis Brand Story, 10 4 C’s. 16 Brand Values, 18 Brand Guidelines, 20 Product Architecture, 22 Visual Identity, 24 Long term & Short term goals, 26 External Business Review Market Overview, 30 PESTLE, 34 Competitor Analysis, 36 Positioning Map, 42 Brand Audit Core Competancies, 46 Issues and Challenges, 48 Survey Results, 50 Consumer profiles, 52 Customer Journey Map, 54 Social Media Audit, 56 Macro Trends, 58 Objectives Brand Vision, 64 Smart Objectives, 66 Three Year Strategy, 68 Year One, 70 Year One Comms, 71 Mockups, 72 Year Two, 73 Year Three, 74 Conclusion, 76 Appendices, 78 Image References, 87 References, 91 4
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Bibliography, 94 Quote References, 97
Introduction
This report will analyse the fast-beauty skincare brand The Inkey List suggesting a three year plan to grow the brands market share. Key opportunities and insights from secondary and primary research will be suggested to support customer retention and drive engagement. Following the SOSTAC model the brand’s current situation will be analysed to highlight areas of improvement and core competencies to influence conclusions made through the three year strategic plan and one year communications plan.
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Methodology To gain consumer insight on female purchase motivators and attitudes toward interacting with skincare an online survey was conducted via Skincare group Caroline Hirons Skincare Freaks, as they are the largest demographic for The Inkey List. These two channels were chosen to get a full range of experiences with skincare, from novice to expert which is in line with the brands two consumer pools, see page 52, giving relevant results to apply to the brand for the strategic plan to help them solidify their USPs in the UK beauty and personal care market. However, a limitation of using this forum is it being online only, meaning those without access to the internet would be excluded from the sample. However, The Inkey List focuses their marketing largely on consumers vocal on social media so the assumption was made that this sample would be most relevant to the brand. An in-depth interview was conducted with Colette Newbury, Co-Founder of The Inkey List. A variety of trend, brand, and product based questions was asked to give a better understanding of brand direction and future plans. Secondary research was used to gain an understanding of the UK Beauty and Personal Care market and identify gaps for The Inkey List to grow into, through databases Mintel, Passport, and other information sources online.
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Brand Story: \ buh-ran-dh
\ s-tor-ee \
Timeline \ tie-mh-lie-nh \
2017
2018
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Be for beauty is a cosmetics company founded by Mark Curry and Colette Newbury in early 2017. The business provides turnkey services to other retailers as well as creating its own brands positioned within the ‘fast-beauty’ market. Co-Founder Mark Curry says their purpose as a business is “to be the fastest innovation company on the planet” (Ward, Payne, 2019). Be for beauty aim to go from ideation to creation within 18 weeks rather than traditional models of 18 months (Curry, 2019). This allows the brand to react more efficiently to consumer trends and adapt product feedback encouraging a positive consumer perception of the brand.
“Be for Beauty was born out of frustration really with the classic beauty industry” (Newbury, 2019).
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WHY \ wuh-ee \ Born on the first week of April 2018, inspired by increased consumer demand for transparency and brand involvement, and a stat that found “in skin care you’ve got less than 20% usually, in most modern markets, that do high-grade skincare, ie you won’t get much more than a moisturiser. And against the backdrop of this macro trend it just didn’t
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make sense” (Curry, Stylus, 2019). The name was developed as a twist on the inci list (the International Nomenclature of Cosmetic Ingredients) which list’s the chemical ingredients found in a particular cosmetics product. However “most everyday people don’t really give a monkey’s about what that is. The Inkey List exists to give people the right level of information, so they can make the right decision for them” (Curry, Stylus, 2019). Their mission is to break through the beauty jargon providing a straight forward, non-judgemental, informative skincare journey for their two consumer pools; Skincare Junkies and The Mass Confused, which is detailed later in this report (See page 52)
HOW \ huh-ow \ The Inkey List is an ingredient lead skincare brand that plays in the masstige beauty market (Newbury, 2019), providing premium skincare at affordable ‘give it a go prices’. Their fundamental principle of being simple but with a twist aims to gain market share with the understanding “if it isn’t exciting modern beauty consumers have an ever diminishing attention spans. Being fresh and delivering a relevant message is even more important than usual.” (Ward, Payne, 2019). The twist comes from acting differently to traditional retailers by going directly to the raw material manufacturer obtaining quality ingredients at lower prices to give a positive consumer response “it is about taking everything about beauty you think you should do and challenging it saying we want to get something out there because it is right for the consumer” (Newbury, Curry, 2019). The simplicity part comes from cutting back on extras like packaging design to be able to price keenly. Those two things combined means premium skincare can be accessible to all, but it isn’t just about the price, it is also about understanding. Curry believes “it is understanding that can really unlock beauty for consumers” (Curry, Stylus, 2019), the brand proclaims itself to be ‘Beauty Translators’ deconstructing skincare through their products and direct-to-consumer educational social media marketing and customer service. 14
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1
Cost
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Consumer
3
Convenience
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Communication
The Four C’s \ ph-ore \
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The Inkey List pride themselves on being affordable with premium ingredients, vowing never to go above 15 £/$/€. One of their best selling serums ‘Hyaluronic Acid’ is produced at a break even cost, meaning no profit is made from its production. This reinforces the core philosophy of consumer first.
The Inkey List split their core consumers into two groups: Beauty Novices, and Beauty Enthusiasts. The first is the consumer has limited understanding and knowledge about their own skincare needs and may be confused or overwhelmed with “The Inkey List existing to give the right level of information so consumers can make the right decision for them” (Curry, 2019). The second consumer group is driven by the newest industry trend, they lack loyalty, and are experimental with regards to routine, product, and ingredient. The brand satisfies both of these consumers through education with an encouraging tone of voice and bringing innovative ingredients that most larger brands could not afford to take a risk on due to marketability.
The Inkey list is a multi channel brand sold via e-commerce platforms through third party retailers such as Cult Beauty, which
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Their marketing activity consists mainly of digital media via third party sites and own website, with a specific focus on providing reactive and
currently provides the most sales for the
thoughtful customer service through the social
brand. The Inkey List has recently launched
media platform Instagram, and through email
physically into 280 Sephora stores within
inbox
the US, and 1,300 Shoppers Drug Mart stores
reached through their website. The brand also
in Canada giving the brand a wide variety of
works with influencers in either a paid or gifted
availability.
capacity, with varied audience sizes to produce
ask@theinkeylist.co.uk
which
can
be
genuine content that will reach a wide range of consumers.
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\ vh-al-uwes \
Quality
Accessibility
Education
Being beauty translators. Developing a
Always delivering high quality products even
Keeping it simple and removing unnecessary
A transparent jargon-free approach to
community of people that genuinely value
at the cost of a margin.
complexities. Fitting seamlessly into
beauty products. Sharing definitions, advice,
the products, using clinical trials to back up
consumers lives by providing information,
guidance and developing a community to
claims and reinforce honest ideals.
amazing distribution, product availability,
share knowledge with respect.
and price.
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Brand Values
Trust
The Inkey List has four pillars which demonstrate what they stand for. These are seen throughout the brand, guiding their communication, product 18
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development, and interactions.
No Jargon, No Marketing Spin
Other brands build exclusivity through science and jargon The Inkey List’s mission is to demystify the skincare industry making premium products accessible to all. Information should be presented as simply as possible and using as little scientific language as possible.
Honest & Genuine
The Inkey List was born out of a passion for making skincare more accessible. This needs to be replicated through product availability and replenishment, to the reasoning behind the formulas. This is used to engage with consumers on a genuine level through shared understanding of the importance of the right skincare.
Complicated Made Simple
The Inkey List use their language to reinforce their purpose as beauty translators whilst still maintaining an ownable identity of beautiful simplicity. Vocabulary that alludes to translation, interpretation, meaning, deciphering, placing emphasis on simple statements with powerful meanings should be used throughout communication.
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Guidelines \ guy-duh-lie-ss \
CE QUI EST COMPLEXE. LE GÉNIE CONSISTE À RENDRE SIMPLE
TRAD U CTEU R D E B EAU T É – ALBERT EINSTEIN THE COMPLEX AND MAKING IT SIMPLE.
Product Architecture
THE DEFINITION OF GENIUS IS TAKING
Y O U R B EAU T Y TRAN S L AT O R
HELPS TO AIDE À:
SALICYLIC ACID CLEANSER
REDUCE BLACKHEADS AND BREAKOUTS RÉDUIT LES POINTS NOIRS ET L’ACNÉ MINIMIZE EXCESS OIL MINIMISE L’EXCÈS DE SÉBUM
\ ark-ee-tech-chur \
\ sal-a-sil-ik \ a-sed \ klen-zer \
HOW TO USE MODE D’EMPLOI: Use AM and PM. Gently massage a small amount onto dampened face and neck. Rinse thoroughly with water. Follow with preferred serums and moisturizer. S’utilise matin et soir. Masser délicatement une petite quantité de produit sur la peau humide du visage et du cou. Rincer soigneusement à l'eau. Appliquer ensuite les sérums et le soin hydratant de votre choix.
F A C E - C L EA N SER VISAGE – NETTOYANT VISAGE
INFO IDEAL FOR NORMAL TO OILY SKIN TYPES IDÉAL POUR LES PEAUX NORMALES À GRASSES
Salicylic acid is an exfoliant that helps to penetrate deeper into skin's pores and unclog them. L’acide salicylique est un exfoliant qui permet une pénétration plus profonde dans la peau pour désobstruer les pores.
2% SALICYLIC ACID HELPS TO UNCLOG PORES AND GENTLY EXFOLIATE L’ACIDE SALICYLIQUE (2 %) EXFOLIE EN DOUCEUR LA PEAU ET L’INTÉRIEUR DES PORES
WARNING MISES EN GARDE: External use only. Avoid contact with eyes. If contact occurs rinse well with water. Keep out of reach of children. Usage externe uniquement. Éviter le contact avec les yeux. En cas de contact, rincer abondamment à l’eau. Tenir hors de la portée des enfants.
INGREDIENTS INGRÉDIENTS: Water (Aqua / Eau), Glycerin, Sodium Methyl Cocoyl Taurate, Cocamidopropyl Betaine, Cocamidopropyl Dimethylamine, PEG-120 Methyl Glucose Dioleate, Salicylic Acid, Betaine, Zinc PCA, Phenoxyethanol, Sodium Chloride, Allantoin, Coco-Glucoside, Glyceryl Oleate, Benzyl Alcohol, Coconut Acid, Ethylhexylglycerin, Sodium Benzoate, Citric Acid, Dehydroacetic Acid, Trisodium Ethylenediamine Disuccinate, Tocopherol, Hydrogenated Palm Glycerides Citrate.
DE F I N I TI O N DÉF I N TI O N :
ZINC COMPOUND HELPS REDUCE EXCESS OIL LE COMPOSÉ DE ZINC AIDE À RÉDUIRE L’EXCÈS DE SÉBUM 0.5% ALLANTOIN HELPS SOOTHE IRRITATION L’ALLANTOÏNE (0,5 %) APAISE LES IRRITATIONS
NO PARABENS / SANS PARABÉNES NO FRAGRANCE / SANS PARFUM NO ANIMAL TESTING / NON TESTÉ SUR LES ANIMAUX
FUNCTION FONCTION: REDUCE BLACKHEADS AND BREAKOUTS RÉDUIT LES POINTS NOIRS ET L’ACNÉ
FOR SKINCARE RECIPES @theinkeylist
5.0 US fl.oz / 150 ml
Entry Level £0-£5
Serum x2 Mask x 1
5
060422
295724
POUR LES RECETTES DE SOINS DE LA PEAU: @theinkeylist
℮
>
BATCH FPO
LE GÉNIE CONSISTE À RENDRE SIMPLE CE QUI EST COMPLEXE.
TRADU C TE U R DE BE A U T É THE DEFINITION OF GENIUS IS TAKING THE COMPLEX AND MAKING IT SIMPLE. – ALBERT EINSTEIN
Y OUR B E A U T Y T R A N SL A T O R
HELPS TO AIDE À: REDUCE DARK CIRCLES RÉDUIRE LES CERNES
CAFFEINE
REDUCE PUFFINESS RÉDUIRE LES POCHES
\ ka-feen \
REDUCE FINE LINES RÉDUIRE LES RIDULES
I NFO IDEAL FOR ALL SKIN TYPES CONVIENT À TOUT TYPE DE PEAU MATRIXYLTM 3000 HELPS BOOST COLLAGEN PRODUCTION MATRIXYLTM 3000 AIDE À BOOSTER LA PRODUCTION DE COLLAGÈNE
FACE - EYE VISAGE - YEUX DEFINIT ION DÉFI NT I ON:
An antioxidant derived from coffee that helps to reduce puffiness, dark circles and prevent skin damage from free radicals. Antioxydant dérivé du café qui aide à réduire les poches et les cernes, et à prévenir les dommages cutanés causés par les radicaux libres.
ALBIZIA JULIBRISSIN BARK EXTRACT HELPS REDUCE THE SIGNS OF UNDER EYE SKIN FATIGUE EXTRAIT D'ÉCORCE D'ALBIZIA JULIBRISSIN AIDE À RÉDUIRE LES SIGNES DE LA FATIGUE DE LA PEAU DES YEUX
FUNCTION FONCTION: TARGETS DARK CIRCLES CIBLE LES CERNES 0.5 US fl.oz / 15ml
℮
INGREDIENTS INGRÉDIENTS: Water (Aqua / Eau), Glycerin, Dicaprylyl Carbonate, Propanediol, Polyglyceryl-6 Distearate, Cetyl Alcohol, Hydroxyethyl Acrylate/sodium Acryloyldimethyl Taurate Copolymer, Jojoba Esters, Glyceryl Dibehenate, Albizia Julibrissin Bark Extract, Squalane, Caffeine, Polyglyceryl-3 Beeswax, Phospholipids, Tribehenin, Ethylhexylglycerin, Xanthan Gum, Glycine Soja (Soybean) Extract, Polysorbate 60, Disodium Edta, Glyceryl Behenate, Glycolipids, Butylene Glycol, Glycine Soja (Soybean) Sterol, Leuconostoc/radish Root Ferment Filtrate, Hyaluronic Acid, Carbomer, Darutoside, Polysorbate 20, Palmitoyl Tetrapeptide-7, Palmitoyl Tripeptide-1, Phenoxyethanol.
HOW TO USE MODE D’EMPLOI: Use AM and PM. On cleansed skin apply a small amount onto finger and gently pat around the contour of the eye. Combine with preferred serums and follow with moisturizer. S’utilise matin et soir. Sur une peau propre, appliquer une petite quantité de produit en tapotant délicatement autour des yeux. À associer avec les sérums de son choix avant d’appliquer un soin hydratant. WARNING MISES EN GARDE: External use only. Avoid the immediate eye area. Keep out of reach of children. Usage externe uniquement. Éviter la zone du contour de l'œil. Tenir hors de la portée des enfants.
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060422
295083
NO PARABENS / SANS PARABÉNES NO FRAGRANCE / SANS PARFUM NO ANIMAL TESTING / NON TESTÉ SUR LES ANIMAUX
6M
Made in/Fabriqué en CANADA BE for Beauty Manufactured by: Brand Evangelists for Beauty Limited KT17 1HQ UK
BATCH FPO
CE QUI EST COMPLEXE. LE GÉNIE CONSISTE À RENDRE SIMPLE
TR A D U C TEU R D E B EA U TÉ AND MAKING IT SIMPLE. – ALBERT EINSTEIN THE DEFINITION OF GENIUS IS TAKING THE COMPLEX
Y O U R B EA U TY TR A NS L A TO R
\ pu-roh-dukt \
PROMOTE EVEN SKIN TONE AIDE À UNIFIER LE TEINT
HELPS TO AIDE À: BRIGHTEN SKIN ILLUMINER LA PEAU
VITAMIN C
EVEN SKIN TONE UNIFIER LE TEINT
\ vi-ta-men \ see \
REDUCE FINE LINES RÉDUIRE LES RIDULES
INFO IDEAL FOR ALL SKIN TYPES CONVIENT À TOUT TYPE DE PEAU 30% PURE STABLE L-ASCORBIC ACID (VITAMIN C) 30 % D’ACIDE ASCORBIQUE (VITAMINE C) PUR ET STABLE WATERLESS FORMULA FORMULE SANS EAU
FOR SKINCARE RECIPES @theinkeylist
DEFINITION DÉFINTION:
INGREDIENTS INGRÉDIENTS: Dimethicone, Ascorbic Acid, Polysilicone-11, Peg-10 Dimethicone.
A powerful multifunctional antioxidant that helps to protect skin from damage caused by environmental pollution (called free radicals). Puissant antioxydant multifonctionnel qui contribue à protéger la peau des dommages causés par la pollution environnementale (radicaux libres).
FUNCTION FONCTION: TARGETS DULL SKIN CIBLE LE TEINT TERNE 1.0 US fl.oz / 30ml
℮
HOW TO USE MODE D’EMPLOI: Use AM or PM. Apply a pea sized amount to cleansed face and neck, avoiding the eye area. Follow with moisturizer and suncreen if applied in the AM. S’utilise matin ou soir. Appliquer une noisette de produit sur la peau propre du visage et du cou, en évitant le contour des yeux. Appliquer ensuite un soin hydratant et un écran solaire si vous l’utilisez le matin. WARNING MISES EN GARDE: External use only. If a slight tingling sensation occurs, mix with 1-2 drops of Hyaluronic Acid serum. If irritation persists discontinue use. Keep out of reach of children. Usage externe uniquement. Si une légère sensation de picotement se produit, mélanger 1-2 gouttes de sérum à l’acide hyaluronique. Si l'irritation persiste, cesser l'utilisation. Tenir hors de la portée des enfants.
POUR LES RECETTES DE SOINS DE LA PEAU: @theinkeylist
NO PARABENS / SANS PARABÉNES NO FRAGRANCE / SANS PARFUM NO ANIMAL TESTING / NON TESTÉ SUR LES ANIMAUX
6M
BATCH FPO 5
060422
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Made in/Fabriqué en USA BE for Beauty Manufactured by: Brand Evangelists for Beauty Limited KT17 1HQ UK
Mid Level £5-£9
Serum x5 Moisturiser x3 Oil x 2 Toner x1
FACE - SE R U M VISAGE - SÉRUM
Packaging Design Examples
The pack design is made to reflect the brand’s core mission to simplify beauty, stating everything ‘in black and white’, clear and upfront.
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High Level £9-£15
Serum x4 Moisturiser x1 Cleanser x1
The INKEY List consists of 19 products divided into 7 categories at entry, mid, and high level pricing between £4.99-£14.99. Serums are the brands largest category.
Visual Identity \ vi-sh-ual \
\ eye-den-tit-ee \
“Bundles”
Brand Imagery
New BVI Pantones
Colour Use Percentages
10%
10% 35% 10%
Opacity variations 35%
78%
53%
78%
53%
78%
53%
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“Colours”
“Textures”
“Ingredients”
Short & Long Term Goals \ ssh-ort \
\ lu-ong \
\ th-erm \
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Business Objectives
Sales: 12m Net Sales Profit: 25% Contribution Fame: Start of Global Fast Beauty
Sales: £+12m Distribution: Gain >5k doors Impact: Displays in 66% SWD. 10 point margin shift through hero lines
Sales Objectives
Brand Objectives
Business Objectives
Fame: Land Your Beauty Translator Contribution: 25%
Sell the brand for 100m by the end of 2021.
Power SKUs: 60% margin by YE NPD: Deliver 6 SKUs per ¼
Triple growth every year to 100m in 2021 30 SKUs with 10 making up 70% of sales. Destination brand.
Product Objectives
Sales Objectives
These goals show an interest in moving away from a start up mind set and becoming a fully fledged business, solidify USPs in all locations. Another key element shown is up keeping the heartbeat of innovation reflected in SKU releases. The beauty market is incredibly saturated in the UK market as “Skincare is forecast to be the fastest growing subsector out to 2022, rising 27.9%” (Reportlinker, 2017) so engaging the audience through product release is key.
2019 Key Objectives
Brand Objectives
Go- to prestige ingredient brand w/o prices.
Deliver the hottest ingredients fastest.
Product Objectives
The fast beauty structure of Be for Beauty means all brands have an end date and so they plan to sell when it is most successful. But before then the brand wants to become a destination brand meaning that most SKUs will be for innovation’s sake, reinforcing the consumer being the priority.
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Business Vision
External Business Review \ ex-tur-nal \
\ biz-ness\
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Market Overview \ mar-kh-et \
The category split between personal care and beauty shows a decline in personal care spending, which dropped by 0.4% in 2018, as “consumers seek value or money and low prices when buying everyday toiletries” (Dover, 2019). The UK Beauty category continues to buoy growth, seeing a “3% rise to 5.4 billion in 2018” (Dover, 2019) driven by “both NPD (New Product Development) and trends continuing to engage consumers and encourage purchases” (Dover, 2019). Consumer confidence is expected to wain due to Brexit concerns, which Mintel believes will further polarize the Beauty and Personal Care market. The Inkey List should be mindful not to become confused with personal care value products due to their lower price points. To prevent this their USP of affordability married with premium ingredients should be made clear through third party branding and social media marketing. If the brand were to launch physically into the UK market, for example into Boots as shown to be the preferred place to purchase skincare (See Appendix), the brand should be positioned by their ingredient quality not price points to avoid negative consumer perceptions.
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Market Drivers “Spending on beauty has been encouraged by the highly trend-driven nature of the category, led by rising social media usage, alongside new product development.” (Dover, 2019) “As consumers are becoming better educated, they are increasingly demanding transparency when it comes to product ingredients (Passport, 2019).
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(Passport, 2019)
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Retail Value RSP GBP million - Current
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Retail Value RSP GBP million - Current
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£2234.2
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£3059.8
UK
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As mentioned consumers are cutting back on everyday essential spending, therefore categories such as oral hygiene and haircare are declining. Brands should focus on new ingredients, formulas, and application methods to move away from the current negative stigmas of traditional beauty and personal care, positioning the product as innovative. This would encourage sales from the Skincare Enthusiasts consumer pool (See page 52). “Mintel estimates that the value of the online beauty and personal care market reached £1.2 billion in 2018, with sales up 6% year on year.” (Dover, 2019), driven by promotions and lower prices, online channels now account for around 11.5% of spending within the beauty and personal care market in the UK. This combined with the consumer group ‘Skintellectuals’ educating themselves through the internet and social media, The Inkey List could consider implementing shoppable social media or create an engaging Inkey List website that utilises algorithms to give a personalised experience to positively capture this growing consumer buying behaviour. This may strengthen their USP as accessible innovators for their second consumer group of Skincare Enthusiasts and entice new ‘Skintellectual’ consumers, which will ultimately improve awareness and sales.
UK Market Data “Passport 2019. Skincare and Facial Skincare current sales & Forecast.” (Passport, 2019).
Consumer Spending on Beauty and Personal Care in 2018 (Dover, 2019)
1.4%
9)
p
in
ews (Dover, 201
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(Dover, 201
9)
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ri
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n so
er’s that co
mp
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The Inkey List is represented on 4 beauty websites with an average star rating of 4, giving them an advantage as consumers continue to emphasise the importance of research before purchasing.
sum
er’s influen sum n Co
69%
49%
Only the UK market was analysed as The Inkey List is yet to physically launch into this market so, therefore, poses the biggest opportunity for growth.
n Co
nl
ev i er
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£10.2b
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No Deal Brexit. If the UK leaves the EU without a definition of what kind of relationship they will have causes uncertainty amoungst both brands and consumers. “Increased import taxes and transport delays could all mean a rise in prices” (BBC News, 2019). “As a member of the EU, UK firms don’t have to pay extra duties, taxes or have customs checks on goods travelling to or from the EU.”
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Empty shelves and higher prices for various consumer outgoings will mean nonessential purchases such as beauty and clothing will be low on consumers priority lists. If Brexit does have a negative impact spending habits similar to that of past recessions could reignite growth in affordable luxuries such as fragrances and colour cosmetics to ‘lift spirits’. The Inkey List should position future innovation lines with higher price architectures as a premium (within brand limits). This could appeal to this consumer attitude toward purchases being a treat as Dover predicted the Beauty industry will benefit from this motivation (Dover, 2019).
“A reduction in the value of Sterling could also put further pressure on UK-based manufacturers as the price of raw materials and ingredients is likely to increase” (Dover, 2019).
Vital industries have been outlined to be protected by a temporary scheme, but other industries will be left in limbo over possible extra costs. Transit delays and increased congestion at ports will cause delays to vital components for brands.
Decrease in Highstreet stores. 2,500 shops gone from top 500 UK high streets, 40% more than 2017, as consumers switch to shopping online. Focus on utilising cohesive, experiential shopping experiences.
Costs of being present on the high street are rising but consumer spending is subdued. New entrants to the market are able to gain share by launching online and adapting to e-commerce and mobile app purchasing. There has however been a rise in entertainment and leisure based businesses opening on the high street, positioning as an occasion venue over regular shopping. (Butler, 2019). This should be taken into consideration by The Inkey List when physically entering the UK market, positioning itself as an ‘educational hub’ to fit into experiential category encourage footfall and sales.
Lush quits social media in order to become a true community. (BBC, 2019) In-the-moment content will win out over high level production content (Peters, 2019).
The Inkey List should capitalise on video content to engage sceptical consumers shown as an emerging beauty trend with giant cosmetics brand Lush removing social platforms for their strategy to appeal to consumers looking for transparency. For example, IGTV content or creating tutorials will not only entice customers but also be a continuation of ‘Beauty translator’ USP for new and existing consumers.
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Both these technological trends link to the consumer trend of personalisation explored on (See page 59). Consumers want unique experiences that allow for their ever fragmenting lifestyles. The Inkey List already provide personalised recipes on request, however with the trend seen from Social analysis, this could culminate in Instagram Lives to gain widespread awareness for this service to encourage consumer retention as more masstige brands enter the market (See page 42).
Higher debt ratios will likely dampen consumer confidence which may move into other areas of the consumer psyche. The Inkey List could use this opportunity to educate working-class consumers in the band D council tax category around skin care, making them feel accepted within a wider community positioning skincare as a form of escapism as seen in the Political analysis.
Anti-pollution awareness continues to drive beauty and personal care sales. This desire is likely to spread into other categories due to the length the trend has been active (first identified in 2017 by WGSN) Increased choices for brands give more scope for innovative ideas to capture Skintellectual consumers how are often more educated around sustainability issues. The Inkey list should consider taking a more active role to increase consumer retention and avoid negative press which could prove highly damaging for a fairly new brand such as The Inkey List.
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HiMirrors producing tailored skincare routines and product suggestions, as well as tracking progress (Kilikita, 2019). ” There’s no end to the obsession. And this new beauty technology fits right into that mentality.” (Sharkey, 2019)
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‘Phygital’ Retail Environments blend technology and physical representation to give a personalised cohesive consumer journey, both off and online (Franson, 2018). “consumers are increasingly comfortable sharing personal data in exchange for products with better results” (Jones, 2019)
Council tax debts rise by 40% making it as big of a problem as credit card debts. The annual band D bill will rise by an average £75.60. “In 2018, 30% of callers to the National Debtline had council tax arrears, up from 15% in 2008” (Perraudin, 2019).
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EU legislation will no longer have an effect on the cosmetics industry in the UK thanks to Brexit. Harmful carcinogens or chemicals could start to appear in our products (Criado-Perez, 2019). This will give a rise to the importance of ‘clean’ beauty, free from toxins (Mintel Press Team, 2019).
High levels of air pollution in major cities are shunting children’s lung capacities. (Smedley, 2019). Co-founder of cult beauty saw “a rise in searches for anti-pollution products, including a 1,000% growth year-on-year for Dr. Barbara Sturm’s Anti-Pollution Drops, £105, a booster serum designed to mix with a moisturiser. (NivenPhillips, 2019).
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Higher demand for substitutes for single-use plastic ‘bioplastics’ lead to diversifying materials used to create wider opportunities within the retail market (Friend, Houghton, 2019).
PESTLE Analysis \ peh-ss-tal \
\ ah-nah-la-siys \
- Focus on increasing sales over education on ingredients and use.
Beauty Pie Instagram
76k (Instagram, 2019)
£10 per month
- Focus on UGC. The Inkey List currently lacks this feature on social media.
Strengths - Beauty members club (£10 a month). Caters to growing consumer group ‘Skintellectuals’. - Provides luxury beauty at subsidised prices, same buying power as big brands. - Consistent brand image thread throughout all channels. This creates a meaningful B2C relationship community within a consumer centric business structure, leaving the consumers feeling empowered.
Weaknesses - Lower consumer confidence as explored in the PESTLE (See pg 36) may put consumers off paying monthly plus actual product payment. Mass beauty brands such as Rimmel and Maybelline are in the top three largest percentage shares of the UK colour cosmetics market (Passport, 2019) implying their avalibility and affordability win consumer favour.
“The Netflix of Beauty” (Beauty Pie, 2019). Threats to The Inkey List - Similar pricing vs. ingredient quality structure. - Community feel/subscription increases loyalty. - Masstige beauty trend is increasing in popularity with “79% of women using at least one product masstige product regularly” (D’adamo, 2017). Beauty pie has a differentiated themselves through strategy, The Inkey List needs to make their USP’s clearer. - ‘Starter packs’ of best sellers provide stress free introduction to brand.
Competitor Analysis \ kom-pet-eetor \
\ ah-nah-la-siys \
36
37
Over produced content is loosing traction with consumers with buffer predicting that “stories will become the primary way to share content on social media” (Peters, 2019).
£5-£10
Revolution Skincare Instagram
80k
(Instagram, 2019)
Strengths - Involved in discount marketing strategy as part of Superdrug. This could attract The Inkey Lists other target consumer of ‘The Mass Confused’. Availability and price makes the product as more accessible. - “Pick and Mix” ranges provide flexibility, caters to personalisation trend explored on (See Page 59)
Weaknesses - Website has lack of brand essence or educational aspect for consumers. No ownable identity. - Majority of Instagram content has high production levels, short videos featuring influencers. This could work against them as ‘in-the-moment’ social media content proves more successful vs. over produced (Peters, 2019).
“Affordable Beauty for All” (Revolution, 2019) Whatsapp and Instagram show the biggest potential for growth within this format (Peters, 2019)
Threats to The Inkey List - Physically available in UK and US market, more exposure, increased chance of sales. - Biggest SKU’s for both brands are seums. Direct competition. - Ingredient lead products, similar strategy to The Inkey List.
38
39
No specific brand specific Instagram page, products are found on mother company, Deciems page. Featured 5 times in two months. Mintel found that “consumer research shows that a significant proportion of UK consumers now research online ahead of deciding what products to buy” (Dover, 2019). This gives The Inkey List an opportunity for growth against this competitor.
£4-£16
Deciem’s Instagram
76k (Instagram, 2019) Strengths - Glass containers and dropper applicators give impression of higher quality and sustainability. - Was one of the first major brands to advocate premium ingredients for less - Diversified product architecture into colour cosmetics, hair, suncare etc. The Inkey List and others following this strategy are compared to The Ordinary
Weaknesses - Brand tone of voice is over complex using scientific jargon that is hard to understand.
This should be used as a platform for The Inkey List to increase market share by bridging the knowledge gap within skincare. Marketing must be increased to overcome comparisons to competitors mentioned
“Clinical Formulations with Integrity” (Deciem, 2019). Threats to The Inkey List - Similar pricing vs. ingredient quality structure. - Community feel/subscription increases loyalty. - Masstige beauty trend is increasing in popularity with “79% of women using at least one product masstige product regularly” (D’adamo, 2017). Beauty pie has a differentiated themselves through strategy, The Inkey List needs to make their USP’s clearer. - ‘Starter packs’ of best sellers provide stress free introduction to brand.
Founder generated content humanises the brand, also provided ‘in-the-moment’ content. Founder Curry and Newbury could implement this to add emotion into their educational USP. 40
41
Positioning Map \ po-zi-sh-ning \
\ mu-ap \
Educational
Value £
Premium £
“We are premium ingredients made affordable and would never be in ‘Boots 3 for 2’ discount. Price positioning puts us in the mass category, but we want our positioning to be with the premium brands, as ingredients are of that standard, and pricing strategy is just a bonus” (Newbury, 2019)
Simplified
42
43
This positioning map shows potential growth into more premium products, however, this would go against their unique marketing position of low pricing. This could be considered for innovation specific range in the future.
Brand Audit \ bh-ran-nd \
\ or-dit\
44
45
1
Core Competanices \ k-ore \
Fast Beauty
2 Accesible Innovator
3 Beauty Translators
These core competencies set The Inkey List apart from competitors as it provides unique benefit to the consumer under the three conditions outlined by Hamal and Prahalad when defining a brands core competencies ( C.K. Prahalad and Gary Hamel, 1990). Being able to deliver accessible innovation through keenly priced skincare as well as using a business model to bring these innovations to market quickly, gives The Inkey List a competitive advantage of being early trendsetters, exciting consumers who are demanding newness.
46
47
\ kom-peh-tan-seez \
Issues & Challenges \ ish-uwes \
\ cha-len-gez \
As explored in the SWOT (See Appendix) and competitor analysis (See Page 41) the brand can often be compared to The Ordinary within the press or by consumers in reviews, as their business models of delivering premium ingredients at cheaper prices show similarities. This could leave The Inkey List overlooked or seen as unoriginal. Another issue is the brand having smaller financial and operational capabilities to ensure continuity throughout all locations as natural human error or miscommunication can lead to issues. To overcome this the brand must own their mistakes and be seen to rectify them as Lisa Payne from Stylus found through research “consumers are more willing to be loyal to a brand that is honest about their shortcomings� (Payne, 2019). This thought can also apply to the sustainable packaging issue mentioned in the SWOT (See Appendix).
48
49
Survey Results
“I find skincare can be confusing when it comes to what would suit my skin, when I should use certain products and how they can work together. Brands need to do more to simplify skincare.”
\ sur-vay \
\ ree-z-ults \
75%
“A skincare brand is priced between £5 and £15 and has simple packaging, what do you think about this?”
“As long as I’ve read good reviews I think this is reasonable!” (Sample 2) “Reasonable price and simple packaging are ok as long as the actual product can live up to the claims made” (Sample 9) “Low in active ingredients“ (Sample 12)
Consumer Attitudes Toward Skincare 108 respondants
Top most important brand values
“Ingredient/ “Transparency” Formula Lead”
Price, New/Exciting Ingredients, and Brand Image were the top three factors influencing skincare purchases for Skincare Enthusiasts. However, ingredient efficacy and quality must be proved to win over the consumer. It could be suggested that brand image is important as the sample showed a preference for shopping via third party online and physical retailers such as cultbeauty.co.uk and Boots. The brand image needs to be distinctive and compelling, featuring a percentage of innovative products within their architecture to engage skincare consumers within a close knit competitive environment. The Inkey List has a distinctive brand image but their USPs of education and how they achieve affordability must be shown to sway mistrusting consumer. 50
51
Customer Profiling \ ku-sst-omer \
\ prof-eye-ling \
Influenced by...
INDUSTRY INSIDERS
Press Coverage
THE CONTENT CREATORS
Content & Sales
THE MENTORS
THE EXPERTS
Sales
Trust & Sales
18-35
18-65
75% Female, 25% Male
85% Female, 15% Male
This consumer segment has pre existing knowledge on skincare that they likely sought out themselves, but are still open to being educated as the primary research showed 75% of the sample agreed with the statement “I find skincare can be confusing when it comes to what would suit my skin, when I should use certain products and how they can work together. Brands need to do more to simplify skincare” (See Appendix) implying educational content should not just be focused on The Mass Confused. The latest trends must be presented in a cohesive phygital experience (see Technology section of PESTLE analysis, pg 35) to provide a seamless customer journey which is later explored (See Page 54-55) as lacking in this area. This is ultimately to encourage loyalty to overcome this consumer groups fickle nature.
This consumers group has little knowledge of current skincare trends and therefore requires simplicity within their routines and products. There is also a need for education and guidance with a non-judgemental tone as these consumers are self aware. They are influenced by their peers and larger brands through reviews both online and in the media from various sources, such as influencers, journalists and word of mouth. Demographic factors such as age and gender do not apply to this consumer segment as it is awareness based.
They are influenced by industry experts and reports, finding niche forums to discuss ideas and suggestion with fellow consumers which showed in the primary research with 64% quoting an online beauty forum as the place they would go to answer a query (See Appendix). This segment is similar to the ‘Skintellectual’ consumer (discussed within trends on page 58), the rising mass media uptake and popularity of this trend implies this
Beauty Enthusiasts
52
53
The Mass Confused
Stage Customer Activities
Awareness
Consideration Researches brand by looking for influencer or customer reviews, reading skincare forums, as well as compares
See brand on skincare forum or as a new release on a beauty retailer.
Advocacy & Loyalty
Decision Finds product through a third party retailer and adds to basket.
Places order.
price, formulation, ingredients, and sustainability. Social media profiles are
Comments on brands Instagram posts reviewing products. Leaves an online
Repurchases and communicates regularly with brand.
review through third party retailer.
analysed.
Customer Goals
No current goals yet.
KPI’s
Excitement to try new products so wants the
Inform their community of new and exciting products
Showing appreciation to the brand for producing quality
products to arrive quickly.
that worked for their skin.
products that made them feel happy.
Instagram Third party retailer ie. Cult Beauty, Feel Unique.
Instagram YouTube Reddit Third party retailers ie Cult Beauty, Feel Unique Magazine Reviews
Third party retailer ie. Cult Beauty, Feel Unique
Third party retailer ie. Cult Beauty, Feel Unique Confirmation email.
Instagram Email Online review on third party retailer Reddit Youtube
Third party retailer ie Cult Beauty. Feel Unique
5
5
5
5
5
5
4
4
4
4
4
4
3
3
3
3
3
3
2
2
2
2
2
2
1
Business Goals
To achieve better skin with this brand.
different. Why should they purchase.
Touch points
Experience
Wants to understand what this new brand stands for and what makes them
“Curious but Sceptical”
1
1
“Excited”
1 “Frustrated but Excited”
“Very Happy”
1
1 “Eager”
“Enthusiastic”
Third party retailer ie Cult Beauty. Feel
The consumer will be educated about
Consumer will buy several
Hopes that the consumer is
The consumer will leave
The consumer will repurchase
Unique
ingredients and skincare recipes through engaging customer service and educational social media and website.
items to try.
excited to try and starts word of mouth promotion.
positive comments and inspire others to try the brand.
from the brand with heightened satisfaction and positive feelings toward the brand.
Number of people reached.
New social media followers
Online sales Conversion rate
Reviews on third party retailer Comments on Reddit forum Comments on social media
Online sales Increased social media followers
Shopping cart value Conversion rate
Areas of Improvement Brand lacks touch points for consumer to feel connected to. Brand website should be formed to create loyalty hub.
Creating a brand space would allow opportunity to reinforce USP’s which Colette Newbury stated to be the biggest goals for the next 12 months (Newbury, 2019).
54
55 Customer Journey Map (Columbia Road, 2019).
Social Media Audit \ ss-oh-shial \
\ me-diah \
\ prof-eye-ling \ Influencer Increase Recently launching into Sephora US, and collaborating with beauty influencer Gothamista, has increased Inkey’s Instagram following by 58% from 18k to 31k. Their US audience has increased from 10% to 24% (Curry, 2019) showing
\ or-dit\
a positive reaction toward larger physical launches and influencer collaborations. Short term goals for social media growth is to reach 100k by September which they are planning to achieve through nano, micro, and larger Instagram influencer projects as well as in store events. Physical expansion into the UK is suggested within the third year of the strategic plan (See Page 74). Influencer collaborations with UK based influencer such as Tanya Burr (3m followers) could replicate this raised awareness which could aid a successful launch.
Recipe for Success The Inkey list has a strong focus on Instagram to build C2B relationships through product and skincare education, as well as demonstrating reactive customer service to increase loyalty. This strategy helps to capture the brand’s consumer group “The Mass Confused” inviting confused consumers to direct message for further help, followed where appropriate with sample send outs. This encourages an emotional tie as consumer feel listened to and more confident about their skin, leading them to be likely to purchase more frequently and associating positive emotions with the brand. This also reinforces the communication pillars of transparency, simplicity, and consumer centricity.
Improvements
From Research to Purchase The brands internal marketing budget is £1,000 a month, with agency budgets being much higher (Newbury, 2019). Some of this budget could go toward financing a shoppable Instagram to capture sales from their ‘Beauty Enthusiast’ or ‘Skintellectual’ consumers as social media is known to be their place of research and comparison; “They are just skincare addicts. They share with their friends, they are on social media, so Instagram is a massive platform for them” (Payne, 2019).
1) Implement IGTV/Stories utilising popularity of ‘in-the-moment’ content to educate and connect. Posting between 1 to 7 stories a month has optimal completion rate “you can increase both median reach and median impressions by posting more content” (Peters, 2019) 2) Shoppable Instagram to capture follower increase. This suggestion will be explored further in the three year strategy (See Page 72)
56
57
31k
#asktheinkeylist #asktheinkeylist #asktheinkeylist
Macro Trends \ mack-row \
Personalisation Single Ingredient Skincare Single Ingredient Skincare
The first trend identified is Skintellectuals
The
and Single-Ingredient Skincare, influenced
demonstrates
by
Team,
educated and more demanding around unique,
2019). A focus on tailored skincare, which
science lead formulas “Many customers now
consumers can mix and match, build, or
want an insight into the scientific reasons
reduce, dependant on their specific needs like
behind the ingredients in their products,
Clinique’s moisturisers being a base for new
rather than simply being told that they
cartridges that tackle a multitude of issues.
work.” (Niven-Phillips, 2019) with brands
Boosters and concentrates allow for flexibility
being fully transparent around ingredient
within routines, however, brands must provide
lists. Euromonitor commented that the best
education alongside this as more potent
way to capture sales through this trend for
ingredients being brought into consumers
transparency by “increasingly focusing on
regimen too quickly has contributed to a rise
stronger digital engagement to reinforce
in skin sensitivity. Dr. Anjali Mahto, consultant
transparency and provide consumers with
dermatologist and British Skin Foundation
access to additional ingredient and processing
spokesperson explains, “Every couple of years
information” (Euromonitor, 2017). This trend
new ingredients become popular – people
should be capitalised on by The Inkey List as
incorporate them far too quickly into their
their educational, beauty translator USP caters
routine, which is why sensitive skin is now a
to this consumer type and possible negatives
massive issue.” (WGSN Beauty Team, 2019).
of the uptake of the Personalisation trend, with
The
suggestions on how to achieve this explored in
Personalisation
of
Inkey voice
satisfy their
Lists and
this
(WGSN
non-judgemental educational
consumer
ingredient
Beauty
lead
USP
concern
products
tone will with
allowing
seamless inclusion into existing routines. This
demand
for
selective
skincare
has
driven uptake in a ‘fast-fashion’ like structure within beauty, implying The Inkey List will be well received in the UK skincare market.
58
59
consumer
trend how
the strategic plan.
of
‘skintellectuals’
consumers
are
more
\ t-rends \
Hollistic Wellness
Sustainability
Preventative Skincare
Preventative skin care and holistic wellness trends are
Sustainability
the outcomes of consumers taking an active approach to
the beauty industry as evidenced by Lush Cosmetics
their wellness and “At Cosmoprof 2019, Holistic wellness
opening ‘Lush Naked Store’ in Manchester in January
set the tone” (McGregor, Smith, 2019) implying there
consisting
will be a fast competitor uptake of this trend. Possibly
a healthy demand within the UK market as well as an
influenced by the ‘Skintellectuals’ consumer or ‘Beauty
appetite for innovative shopping/purchasing experiences.
Backlashers’
who
“share
an
unwillingness
to
(Maiki,
Maxwell,
Smith,
consumer
packageless
skincare.
trend
This
within
shows
this trend could be used as a platform to gain attention in
love of cosmetics and skin care without compromising principles”
top
The Inkey List does not currently have a physical presence
products and processes that enable them to express their their
only
a
accept
the prevailing narratives in the industry, and search for
on
of
remains
a saturated beauty market. Currently “70% of the waste
2017).
from the beauty industry comes from packaging” (BairdMurray, 2018) presenting a large opportunity for optimising
This implies consumers are frustrated with current skincare
consumer concerns into sales through positioning the
variety, this leaves The Inkey List a gap to fill with their
brand as a sustainability leader. However, the expense of
‘accessible innovators’ USP. Holistic wellness has also
sustainability can be high a smaller brand like The Inkey List
inspired other categories such as body care and hair care to
may not have the financial capabilities, for example, beach
take inspiration from skincare hero ingredients and complex
plastics as seen by Ren and Head & Shoulders on selected
routines as consumers position every part of the body as
products, it is 400% more expensive than normal plastic.
needing the same attention as the face. If this trend was
However, bioplastics could be used selectively for sales
adapted to The Inkey List the brand must keep negative
driven marketing technique (Newbury, 2019).
consumer attitudes toward everyday essentials (See Page 31) in mind to avoid failure.
60
61
Objectives \ ob-jek-teaves \
62
63
“To make beauty accesible for all” (Curry, 2019).
Brand Vision \ bh-ran-nd \
\ vi-shun \
64
65
Smart Objectives \ ss-mh-art \
\ ob-jek-teaves \
Goals for The Inkey List will revolve around moving out of startup mode and scaling the business to increase sales and awareness. The situational analysis has shown an increase in brands using transparency to gain loyalty. To retain differentiation The Inkey List need to solidify their USP of consumer-centric translators “We think our beauty translator, the demystifying beauty USP is really important, and I actually think that’s the only way we’re going to maintain our position.” (Newbury, 2019).
Globally improve brand positioning as an accessible innovator within 12 months, focusing on the USP of beauty translators, across UK, US, and EU markets.
Social media still drives engagement with Euromonitor placing “the influence of social media and millennials boosting Indie brands” (Euromonitor, 2019). In-the-moment content will engage mistrusting consumers best particularly the ‘Skintellectual’ consumers which make up one half of The Inkey List’s consumer base. This objective will help create a cohesive experience throughout the customer journey which is vital for encouraging loyalty as explored within the Customer Journey Map.
Grow website traffic sales by 35% by 2021 through shoppable social media platforms and establishing new BVI.
This objective allows for increased awareness within the UK market as well as a higher chance to capture ‘The Mass Confused’ consumers. Analysed within the primary research ‘The Mass Confused’ consumers prefer shopping for beauty within a department store style retailer whether online or physically. This selling environment would be less financially risky and provide the opportunity to gain new consumers from other beauty and personal care segments.
Be physically present within the UK beauty and personal care market by 2022 with an increased revenue of 45%.
The importance of this has been evidenced throughout this report and would prove a vital aid in consumer retention.
Use sustainable alternatives or eco plastics for 70% of product architecture by 2021.
66
67
3 Year Strategy \ th-ree \ \ y-er \
\ strat-edgy \
1 Year Communication \ wun \
\ y-er \
\ kom-uni-kations \
1
“We think our beauty translator, the demystifying beauty USP is really important, and i actually think that’s the only way we’re going to maintain our position.” (Newbury, 2019).
Haircare Innovation line IGTV/’In-the-moment’ content Website Redesign
3
2
Physical launch into UK market
Sustainability Measures Shoppable social media
68
69
Year One Strategy
Year One Communication
In year one The Inkey List will firmly establish
digital videos are now viewed on mobile in
As mentioned in the year one strategy a small
The second product will be a detoxifying anti pollution
their USP’s as mentioned in the SMART objectives
vertical format” (Peters, 2019). Utilising ‘In-the-
innovation line will launch taking inspiration
leave on scalp treatment as “in the hair care sector,
to differentiate themselves as the business grows
moment’ Instagram content via IGTV and ‘founder
from the micro trend of ‘skincare inspired
anti-pollution products represented just 1.1% of
within a saturated market “If we can maintain
stories’ as seen from competitor The Ordinary,
haircare’
a
launches in 2016 and so offer a great opportunity for
the integrity of the product at a good price but
will add substance to a new brand like The Inkey
continuation of the skin. This will create a low
brands” (Rudd, 2017). The key ingredient will be red-
really maintain that USP as educators, me for
List, as well as continue consistent educational
risk diversification opportunity as The Inkey
algae extract for its powerful antioxidant properties,
that’s really going to be the focus for the next 12
engagement “Each platform is working hard to
List consumer has a pre-existing interest in
which Stylus highlighted as “key picks for the most
months as we launch and scale” (Newbury, 2019).
create experiences that people want to return
skincare and “Haircare brands are coupling with
innovative and popular skincare ingredients for
to every single day. Which is exactly why things
skincare brands to highlight ‘hero’ ingredients
2019.” (Payne, 2019) as well as SPF as “The consumer
like IGTV are so compelling” (Peters, 2019).
that are common in both”. (Khanom, 2019). The
is already familiar with ingredients such as SPF,
first product is a charcoal scalp cleanser with
collagen, and charcoal suggesting that incorporating
Mintel
hyaluronic acid as a hero ingredient. This is one
these
The first stage of achieving this will emphasise the USP of ‘accessible innovators’ by releasing
as
commenting
high,
of The Inkey List’s current best sellers, therefore,
resonate with women” (Khanom, 2019) who are the
in other categories it’s about keeping that
knowledge about ingredients is low” (Khanom,
giving existing Inkey consumers something
largest demographic for The Inkey List (See Appendix)
heartbeat and drumbeat of innovation going
2018) leaving an opportunity to gain loyalty, and
to identify with. However, Mintel found “low
to keep people excited about the brand”
should be featured through all touchpoints. The
usage of both (charcoal and SPF) suggests that
The third stage of year one’s communication strategy
(Newbury, 2019). The Inkey List’s 18 week
third stage is to redesign the brand’s website to
consumers are not seeing these ingredients
will be a redesign of the brand’s website to create
production timeline allows for early launch into
become an engaging educational platform to
as
a community space and a seamless e-commerce
the market, exciting skintellectual consumers
become a base for an ‘Inkey Community’. This
highlighting
to
design through creating a sole domain separate from
and reinforcing innovation USP. Pricing and
stage will improve the awareness of the brands
create a bigger story around these haircare
Be for Beauty. Click through buttons organised by
education around ingredients and usage must
educational USP and encourage positive word of
ingredients.” (Khanom, 2019). Social media
skin concern, product type, or innovation, will be
also be kept up for consistent branding and
mouth promotion amongst ‘The Mass Confused’
posts surrounding ingredient education will be
used to make the website navigation more engaging.
inclusion of ‘The Mass Confused’ consumer.
consumers. This will also correct the negative stage
used as well as an IGTV with demonstrations of
It will provide an educational, safe space to discuss
The second stage will focus on social media
of the consumer journey identified (See page 56-
the products. Sephora US physical displays will
skincare with like-minded individuals, inspired by
sales
Instagram.
57). Providing a seamless e-commerce experience
continue this ingredient focus with dynamic
the popularity of skincare forums. If this is found
According to Statista “more than 50% of
is the best way to gain loyalty within the masstige
displays inspired by Shop Safari (See Page 72).
to increase engagement and sales, the second year
“ingredient
with
scalp
wellness trend “Whether it’s in skincare or
through
important
the
Education
engagement
hugely
positions
an innovation line influenced by the holistic
and
is
which
awareness
is
central
to
a
product’s
opportunities
communication, for
beauty segment as the ‘price war‘ is now obsolete.
brands
ingredients
into
haircare
products
could
strategy of shoppable social media will be implemented to
enhance
Begin production of Haircare Line 61,000 units (20,000 per product, 1,000 for PR gifting). £6,500 (Orton, 2019). Release in the moment founder content three times a month (topic flexible but relevant to category to avoid produced feel)
71
consumer
journey
further.
September, 2019
May, 2019
70
positive
July, 2019 Website relaunch.
Founder content around scalp care. Send product out to influencers (£1,000 for mirco influencer). Liah yao (Asian influence who value scalp care “47% of consumers in China believing having a healthy scalp is a major reason for healthy hair” (Buchanan, Smith, 2019). £4,000 (Inkey, 2019
June, 2019
September, 2019
Educational IGTV on three biggest skin concern categories Hydration, Anti Aging, Blemish Prone. No cost. Done internally. Order PR boxes (1,000 units) for September launch (12 week production time, See Appendix ...) £1,580.
Launch Haircare innovation line to Cult Beauty and Sephora US (biggest accounts). 10,000 units of each SKU to each. Samples cost £1,700 (£1.70 wholesale x 1000 units) for journalists and influencers(See Appendix ...)
Natural ingredient’s fit into consumer sustainability sensibilities.
Year One Communication Mock Ups
Year Two Strategy
1. Exfoliate
The year two strategy will focus on improving
As suggested in year one Instagram will remain a
transparency by implementing sustainability
vital brand platform to voice core competencies
efforts.
heavily
and USPs. Since launching in Sephora US the brands
if
not
Instagram following has increased by 58% from 18k
Sustainability
continues
to
influence
focus on ‘ingredient story’ marketing which will, in
adhered to, brand reputation can suffer. Plastic
to 31k which is currently a lost sales opportunity.
alternatives explored in both the PESTLE and
It is suggested that The Inkey List implement a
trend analysis are being used more frequently,
shoppable Instagram feed via Shopify to capture
however “the cost of this is around 400% higher
consumers during the inspiration stage of the
than traditional plastics” (Newbury, 2019). The
consumer journey as a survey found “72% of polled
brand must articulate this limitation to their
Instagram users say they have made fashion, beauty
consumers and show a willingness to adapt
or style-related purchases after seeing something
“Just being honest with your consumers whether
on the platform” (Walker, 2017), this will provide a
you can tell them good things or bad things is
more efficient journey. This will also increase sales
really important” (Payne, 2019) and emphasise
from the consumer pool Skincare Enthusiasts which
transparency. This reactiveness would align with
is largely millennial based as “Forty-five percent
the brand’s foundation of being a ‘fast-beauty’
of millennials admitted they prefer buying online
company a fact which is absent from many
because they can run comparisons on products and
marketing campaigns. Highlighting this would
prices” (Hall, 2018).
Pink Rock Salt
turn, allow for educational USP confirmation through shelf edge marketing. Social media should reflect this story through IGTV’s and founder content as outlined in year one strategy. Utilising language such as ‘cleanse, exfoliate, and protect’ traditionally associated with facial skincare routines positions the brand within the ‘haircare inspired by skincare’ trend, to excite skintellectual consumers.
\ p-ink \ \ rr-ock \ \ s-alt \
These product displays would be put into current Sephora US stores on launch (September 2019) to
1. Cleanse
purchase
decisions
and
position the brand as an innovation destination or “industry trends, played differently” (Curry, 2019) as they imagine themselves to be. \ rh-ed \ \ al-gee \
Red Algae
\ ch-arr-koal \
Charcoal
Using
bioplastics
will
gain
a
competitive
advantage against The Ordinary who uses glass as Skintellectual consumers begin to educate themselves that “Glass is heavier to ship than plastic, uses up sand, has more of a carbon footprint in its shipping” (Baird-Murray, 2018).
1. Protect Natural ingredient’s fits into consumers sustainability desires.
72
73
Year Three Strategy
The final year of the strategy will focus on
The brands current physical positioning within
launching physically into the UK market as
Sephora US is described by Newbury as “We are
“The women’s facial skincare category has
being that brand that is ‘oh just put that extra
seen strong value growth year on year” (Dover,
product into your basket’” (Newbury, 2019) to
2019)
specialist
achieve higher sales. This physical endeavor into
beauty. The Inkey List could be positioned
the UK market should be used to bring existing
this way with its current core competencies,
social media engagement to customers face to
strategy,
face, employing brand specialists to embody the
with
particular
and
growth
premium
in
ingredients.
brand values mentioned (See page 18-19). This The Inkey List will be launched into 24 of beauty
would capture both of Inkey’s target consumers
and personal care retailer Boots’ new ‘beauty
as seen from the primary research, therefore,
destination’ store formats that “will create
leading to increased sales and awareness which
a more flexible space, made up of ‘trending
was shown to be lacking (See page 80-81).
zones’ and ‘discovery areas’.” (Gilliland, 2019). This destination space was chosen as increasingly
To gain the most out of this venture the
“we are seeing retailers innovating at scale;
previous strategy plans for creating a seamless
opening large concept stores” (Deliotte, 2019).
e-commerce experience must be successful
This space will act as an educational hub as
“Bricks-and-mortar stores still serve a purpose,
PESTLE analysis showed shopping is becoming
but in order to adapt, retailers will have to take
a day out/destination (See page 34). This
the best technologies from e-commerce and
allows both consumer pools to experiment
combine them with the tactile, present quality
with the products being “a permanent space
of in-store browsing.” (Stott, 2018). Education
that encourages customers to play rather than
through Instagram and founder content is also
shop.” (Friend, Houghton, 2019). This fit’s into
vital as Skintellectual consumers will use this
the brands long term goals with Newbury stating
to motivate store visit “For many retailers,
“I think for me if you can get enough revenue
traffic growth will never return, yet conversion
from online, then it takes the pressure off being
and transaction value tend to be rising. This is
in every single store and you can use bricks
often because customers are more intentional
and mortar as an education tool.” (Newbury,
in their store visits, having done their research
2019). Boots has seen a 25% increase in ‘Expert
first in a digital channel.” (Franson, 2018).
skincare’ (Curry, 2019) in line with Mintel’s analysis around specialist beauty, implying the brand would be positively received in Boots through The Inkey List’s role as translators of beauty, indicating in-depth knowledge.
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75
In Conclusion \ in \
\ kon-kloo-shon \
The Inkey List must focus on their core competancies through social media marketing to differentiate themselves. As the business scales the brand must continue to capture both consumer pools by continuing to act as ‘Beauty Translators’ in all aspects of skincare. A physical presence will be vital to solidifying educational USP as well as increasing awareness. As consumers become more demanding, sustainability efforts should be further explored in other areas of the business to encourage loyalty.
76
77
Appendix
Online Survey 1: Consumer Attitudes Toward Skincare. 108 Sample
Online Survey 1: Consumer Attitudes Toward Skincare. 108 Sample Sample Quotes Featured (pg 50
78
79
Online Survey 2: Consumer Awareness of The Inkey List. 18 Sample
Swot Table
Strengths
Weaknesses
- Premium Ingredients at Affordable Give it a Go Prices
- Still in ‘startup’ capacity as a business with a small team.
- Beauty Translators
- No physical presence in the UK market
- Condensed product architecture.
- Price architecture can imply cheaper formulations
- Ability to adapt to trend and consumer desires quickly with shorter lead times.
- Brand is often compared to close competitor The Ordinary meaning there is a lack of differentiation.
- Well received by press on launch.
Opportunities
Threats
- There is an increased demand for transparency between consumers and brands as social media is democratising the beauty industry.
- Consumers are educating themselves and discussing issues through social media leaving brands exposed to high levels of scrutiny. Brands can receive damaging press if they are not consistent on all brand elements throughout all location. - Packaging is not sustainable. The environment is still a top concern
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Founder Interview: Colette Newbury
“Once we’ve got that USP, this is trying to make some noise in a different way. Inkey Lab is about thinking differently from a manufacturing perspective, but also from a way you can communicate to a customer. So Inkey Lab is about taking away the issues that brands have with highlighting great ingredients that may not be 100% commercially viable. We want to play differently. We don’t want to think about minimum order quantities, we want to
Actual audio of the interview is attached on the dropbox.
work with suppliers to find cool ingredients that we can get super quick that we don’t have to think about how many we’re going to order so we can just do lab batches rather than doing proper production runs. And we don’t have to think commercially around whether we believe we’ll sell enough, The Inkey
Newbury, C. (2019) Interviewed by Maggie Stewart and Amelia Stapleton for Nottingham Trent University. 18 April. Duration: 27:42 Location: Be for Beauty Office, Nottingham.
Lab is about real test and play for ultimate beauty junkies.” Supreme model, adidas selling off whatsapp, hidden pages to sell differently to the customer to create noise and hype. What Inkey would never do Never create something that is inaccessible. The brand wants to always democratise skincare. They never want to be a mass brand and discount
Summary and analysis of interview.
themselves. They will always do what’s right for the consumer not the retailer. They are an ingredient lead brand so tools is a big move away, as well as colour ie.
Key Points
makeup.
Innovation within ingredients in main focus. (Newbury, 2019). Getting Inkey working, settling the USP, but then what can we do to make ourselves different. Inkey is not reflective of fad trends, they are reflective of consumer demand.
Possible products
2019 establishing the USP globally throughout all locations, Hair and bodycare, with specific interest in recognising the scalp as skin, treating the hair from the root. Inkey positioning
Sephora Europe in talks doing world zones with products from different countries being highlighted. The internet is allowing the world to become smaller, and therefore businesses are moving towards being ‘glocall’ (global and local). Being aware of the world around you but making that relevant.
Premium ingredients made affordable. Would never be in Boots 3 for 2 or discount themselves. Price positioning puts in the mass category, but want to
For example, don’t just focus how your skincare or product line is suitable for your local consumer, how can you make something accessible and
be positioned with the premium brands as ingredients are of that standard, pricing is just a bonus because of strategy (unique market positioning).
applicable for a wider community of skincare consumers, tailoring to local skincare markets.
Indie beauty is priced agnostic.
Objectives for next 12 months:
Consumer Demand
Establishing USP beyond the initial noise of launch of beauty a beauty demystifier is what will separate brand. Sustainability “We think our beauty translator, the demystifying beauty USP is really important, and I actually think that’s the only way we’re going to maintain our position.” (Newbury, 2019).
Use glossier play as an example of how an indie brand can be ruined over sustainability and packaging issues. The minutiae of what it is to be ethical. Picking the trends you can 100% apply in a holistic manner.
“If we can maintain the integrity of the product at a good price but really maintain that USP as educators, me for that’s really going to be the focus for the next 12 months. As we launch and scale”
Trends
“Scale will be the focus for the next 12 months at least likely more. We are launching into 20 different markets this year. Our internal resource and focus
Japanese Beauty
is around opening those markets, but for me it’s about once you’ve opened that market it is about establishing your USP.”
Australian Beauty
“Whether it’s in skincare or in other categories it’s about keeping that heart beat and drum beat of innovation going to keep people excited about the brand” (Newbury, 2019).
Physical Space
Scale
“I would definitely consider a pop up, 100%” (Newbury, 2019). “If you did it in somewhere like Covent garden where you can really get that theatre
Distribution
across and the footfall, really creating a brand home” (Newbury, 2019).
USP Later this year early 2020. Does the brand need a physical home of it’s own, or do they become harder on retailers ie Boots launch. Talking about having Post 12 months:
a mini home in a retailer.
Moving from start up mode to becoming a real business. Have launched in 1200 Shoppers Drug Marts in Canada. This gives good grounding for being an accessible brand but you lose control of how the brand If US is successful, setting up a business entity in the US.
is presented and the consumer perception. The price points of The Inkey List mean the brand could easily be positioned as a mass brand by consumers
Scaling a business to hand different offices to be able to serve the world
which could let the premium ingredients and quality of the formulations to be overlooked. Online presence and a shoppable instagram will allow the
Working on internal processes
brand to still feel accessible and available with a more refined physical space.
Investment, from external investors for finance to scale the business.
The stores that are chosen are used not only as a physical presence but an educational hub/destination. As it will be designed using a concession display, having a representative to give skin recipes and consultations with within 19 Boots innovation line store. Boots have offered 300 stores, but 19 are
Inkey itself:
beauty destinations stores which are all about beauty test and play. It is the right thing to do for the brand, but needs to make money. Establish hype and
Partnership with Sephora. Positioned within Sephora as ‘Give it a go entry into Skincare’ (Newbury, 2019). “Sephora are struggling with penetration into
excitement in 19 unique stores, if successful roll out to more. Use it as a litmus test.
skincare. We are being that brand that is ‘oh just put that extra product into your basket’” (Newbury, 2019). Using advisors to help promote The Inkey List as a partner to having great makeup, as you start with great skin.
“I think for me if you can get enough revenue from online, then it takes the pressure off being in every single store and you can use bricks and mortar as
Focus on skincare advisors to train skincare staff, and makeup staff. 2020. The makeup side of things, “that’s not necessarily launching colour, it’s about
an education tool.”
the role of the brand for that makeup customer” (Newbury, 2019) Inkey Longer Term: Inkey Lab
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83
Further Trend Analysis.
Budget Appendix Customer Name: Attention: Quotation Ref:
Haircare inspired by skincare. “Spending on beauty has been encouraged by the highly trend-driven nature of the category, led by rising social media usage, alongside new product development.” (Dover, 2019). However consumers are cutting back on everyday essential spending, therefore categories such as oral hygiene and haircare are declining. This is a possible negative against releasing haircare innovation products into the UK market as suggested from trend analysis. To overcome this limitation the product should be marketed as a specific scalp treatment with innovative ingredients to appeal to The Inkey List’s second consumer category, focusing on exciting the consumer to move away from traditional hair care formulas and marketing techniques to avoid a loss. Womens are advancing the traditional simplistic haircare steps to become science driven, more complex products and routines. This has been influenced by a more detailed approach to whole body or holistic wellness which includes all parts of the body as skincare moves away from just meaning the face. “The fear of nasty chemicals and the need for clarity in traditionally impenetrable ingredient lists – pushed by the whole foods and natural movement – is also spurring on this new mindset.” consumers have access to more information than ever on their own well being and continue to demand understanding from beauty companies on what they are putting onto their skin. “The fear of nasty chemicals and the need for clarity in traditionally impenetrable ingredient lists – pushed by the whole foods and natural movement – is also spurring on this new mindset.” (Service, 2019). Mintel found that in 2018 1 in 5 haircare products made vegan claims, trebling in the last 4 years. Compared to the global state of only 10% of hair care launches carrying a vegan claim, the UK is a growing market for brand to capitalise on for vegan hair products (Mintel Press Team, 2019).
The Inkey List Gift Box Width (mm)
Size: Material Specification: Exterior Print: Interior Print: Lamination: Insert: Special Finishes:
300
Depth (mm)
Height (mm)
Drop on lid (mm)
230 50 35 1500mu grey board covered with 128gsm artpaper 1 Colour print No interior print Matt lamination No insert 2 piece box and lid
Comment about the ingredient from Ashland, creator of product : “Procataline G2 has been shown to chelate major heavy metals and reduce tryptophan degradation in the keratin of the hair fiber, making the hair less prone to damage,” (Penny Antonopoulos, 2019). Think Glocally about this and the formulas that could be produced “Consider the impact of urban environments and pollution on hair and scalp health, and the formulas that could be developed based on location, humidity, hair type and age.” (Smith, 2019).
Quantity 1,000 2,000
Quotation from PR boxing company in Nottingham for 1000 boxes. (Oyster Retail Packaging Limited, 2019)
Quantity
Specification Two Width (mm)
Depth (mm)
Height (mm)
Drop on lid (mm)
Size: Material Specification: Exterior Print: Interior Print: Lamination: Insert: Special Finishes:
Depth (mm)
Height (mm)
Quantity Drop on lid (mm)
Size: Material Specification: Exterior Print: Interior Print: Lamination: Insert: Special Finishes:
Quantity
Specification Four Width (mm)
Additional Info:
Depth (mm)
Height (mm)
Drop on lid (mm)
See notes below 12 Weeks
Total £ £ £ £ £ Optional Extras - cost per Item
-
See notes below 12 Weeks
Total £ £ £ £ £ Optional Extras - cost per Item £ per Item
Printing Plate Charge Sampling Fee Delivery from Artwork Approval
Additional Info:
1,580.00 2,780.00 -
£ per Item
Printing Plate Charge Sampling Fee Delivery from Artwork Approval
Additional Info:
Size: Material Specification: Exterior Print: Interior Print: Lamination: Insert: Special Finishes:
Total £ £ £ £ £ Optional Extras - cost per Item £ per Item £ 1.58 £ 1.39
Printing Plate Charge Sampling Fee Delivery from Artwork Approval
Additional Info:
Width (mm)
Anti pollution products are still proving popular which is causing hair care products to respond to the consumer demands relating to skincare. A new biofunctional Procataline G2 “aims to shelter the hair, root, and scalp from these pollutants to detox and soothe. It is extracted from pea and chia seeds, which are rich in peptides, amino acids, polysaccharides, polyphenols and minerals.”
15 May 2019 Amy Arins amy@oysteruk.com
Oyster Retail Packaging Limited - 9 & 10 Vision Business Park - Firth Way - Nottingham - NG6 8GF T: 0115 927 2800 www.oysteruk.com
Specification Three
This could also be linked to the stress trend within consumers as reasoning for a scalp treatment “Stress and the scalp are inextricably linked – we have seen anti-stress skin solutions, so we will also see them for the scalp.” (Service, 2019).
The Inkey List / Be For Beauty Date: Contact: 25951 Email: Address:
-
See notes below 12 Weeks
£ per Item
Total £ £ £ £ £ Optional Extras - cost per Item
Printing Plate Charge Sampling Fee Delivery from Artwork Approval
-
See notes below 12 Weeks
Artwork, Printing Plate, Sampling and Delivery Details Oyster offer a full design service which, under most circumstances, is free of charge. If a pre-production sample is required this is charged at cost. Our quotation is based on one delivery . We can arrange multiple deliveries but this is subject to a separate charge that we will be happy to discuss with you. The prices quoted are based on ONE delviery to ONE destination - multiple deliveries will be quoted for as an upcharge if requested Terms & Conditions Terms: Nett 30 days subject to credit approval. Prices subject to VAT at prevailing rate. Quotation is valid for 30 days. Oyster reserve the right to re-negotiate the above prices in the event of fluctuation in raw materials, currency and government taxes. Please note the final delivered quantity can vary by up to +/- 20% and you will be charged accordingly
Strategy Metrics and Measures Instagram analytics will be used to analyse engagement with new content format, this will be compared to follower increase and consumer feedback in the comments. Sales from the website will be used to indicate the success of the website redesign along side a like for like traffic comparison from Shopify (current website provider) and new website (mettrr) analytics. The haircare innovation lines success will be measured by sales and customer reviews which will also determine future NPD influences. Physical boots launch will be measured by sales and initial consumer reactions from interactions with brand ambassadors.
84
This budget was taken from the brand and used to make an average cost price for haircare innovation line samples for PR send outs. (Inkey, 2019)
85
Budget Appendix
Image References
The Inkey List has a £1,000 monthly budget for internal marketing/photography which will be used for micro influencer PR. £4,000 was a previous amount paid to Liah Yoo for content with the brand. Evidence of this was not authorised to obtain as a copy for this report due to sensitivity issues. Inkey’s total budget for Q2 2018 was £14,500 which has likely increased due to success of the brand to date. The website redesign will be a monthly cost of £29. Out sourcing web redesign will releave pressure on smaller team who do not have the capacity to do this internally. The brand current uses shopify for their website, this would still be continued but for shoppable instagram. Company financials were not released due to sensitivity issues, due to the companies age it was hard to obtain much financial information.
Inkey, 2019. Hyaluronic Acid Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Retinol Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Caffeine Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. AHA Bottle with citrus fruit [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Formula drops [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Retinol bottle with yellow balloon [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Full product architecture [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. Base Lip Balm [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2018. Base Lip Salve [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2018. Base Lip Balm Packaging [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2017. Be for Beauty logo [illustration]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. Hax product 1 [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. Hax product 2 [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. Hax product 3 [photograph]. Nottingham, United Kingdom: The Inkey List. (Inkey, 2019)
Inkey, 2018. Hax product 3 [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. BOD glitter scrub [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. BOD bath salts [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. BOD logo [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. LZY logo [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. LZY cleanser [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. LZY packaging [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. Inkey products [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Mark Curry and Colette Newbury, Founders [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Orange background Inkey product quad [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. White background Inkey product quad [photograph]. Nottingham, United Kingdom: The Inkey List.
(mettrr, 2019)
Inkey, 2019. Hyaluronic Acid mirror image [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Q10 Bottle [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Kaolin Clay Mask Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
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Inkey, 2019. Hemp hero image [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Vitamin C Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. PGA hero image [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Hemp Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Salicylic Acid Cleanser hero image [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Turmeric Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Turmeric hero image [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Zinc Bottle [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Collagen Booster hero image [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Rosehip Oil Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Green Drops [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. Orange Segments [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Lactic Acid Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2018. Olive oil ingredient focus [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2019. Squalane Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2018. Rosehip ingredient focus [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Squalane Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2018. Hemp ingredient focus [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. Lactic Acid ingredient focus [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Caffeine Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2018. Rock Salt ingredient focus [photograph]. Nottingham, United Kingdom: The Inkey List. Inkey, 2018. Coffee ingredient focus [photograph]. Nottingham, United Kingdom: The Inkey List.
Inkey, 2019. Collagen Booster Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
House, L., 2018. Vitamin C bottle Graphic [illustration]. London, United Kingdom: Stylist. Inkey, 2019. AHA Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
House, L., 2018. Rosehip Oil bottle Graphic [illustration]. London, United Kingdom: Stylist. Beauty Pie, 2017. Beauty Pie logo [illustration]. London, United Kingdom: Beauty Pie.
Inkey, 2019. Retinol Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Abbersteen, L., 2019. Beauty Pie Japanese products [photograph]. London, United Kingdom: Beauty Pie. Beauty Pie, 2019. Beauty Pie Instagram [photograph]. London, United Kingdom: Instagram.
Inkey, 2019. BHA Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Beauty Pie, 2019. Beauty Pie Instagram [photograph]. London, United Kingdom: Instagram. Inkey, 2019. Salicylic Acid Cleanser Bottle [photograph]. Nottingham, United Kingdom: The Inkey List. Beauty Pie, 2019. Beauty Pie Instagram [photograph]. London, United Kingdom: Instagram. Inkey, 2019. Multi Biotic Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Beauty Pie, 2019. Beauty Pie Instagram [photograph]. London, United Kingdom: Instagram.
Inkey, 2019. Hepta-Peptide Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Wischhover, C., 2018. Super Retinol quad [photograph]. Online, USA: Racked.com.
Inkey, 2019. Polyglutamic Acid Bottle [photograph]. Nottingham, United Kingdom: The Inkey List.
Superdrug, 2018. Niacinamide Spray [photograph]. Online: Superdrug.com.
CE QUI EST COMPLEXE. LE GÉNIE CONSISTE À RENDRE SIMPLE
TR A DUCTE UR DE BE A UTÉ – ALBERT EINSTEIN THE COMPLEX AND MAKING IT SIMPLE. THE DEFINITION OF GENIUS IS TAKING
YOUR BE A UTY TR A N SL A TOR
HELPS TO AIDE À:
SALICYLIC ACID CLEANSER
REDUCE BLACKHEADS AND BREAKOUTS RÉDUIT LES POINTS NOIRS ET L’ACNÉ MINIMIZE EXCESS OIL MINIMISE L’EXCÈS DE SÉBUM
\ sal-a-sil-ik \ a-sed \ klen-zer \
PROMOTE EVEN SKIN TONE AIDE À UNIFIER LE TEINT
HOW TO USE MODE D’EMPLOI: Use AM and PM. Gently massage a small amount onto dampened face and neck. Rinse thoroughly with water. Follow with preferred serums and moisturizer. S’utilise matin et soir. Masser délicatement une petite quantité de produit sur la peau humide du visage et du cou. Rincer soigneusement à l'eau. Appliquer ensuite les sérums et le soin hydratant de votre choix.
F A C E - C LE A N SE R VISAGE – NETTOYANT VISAGE
INFO IDEAL FOR NORMAL TO OILY SKIN TYPES IDÉAL POUR LES PEAUX NORMALES À GRASSES
INGREDIENTS INGRÉDIENTS: Water (Aqua / Eau), Glycerin, Sodium Methyl Cocoyl Taurate, Cocamidopropyl Betaine, Cocamidopropyl Dimethylamine, PEG-120 Methyl Glucose Dioleate, Salicylic Acid, Betaine, Zinc PCA, Phenoxyethanol, Sodium Chloride, Allantoin, Coco-Glucoside, Glyceryl Oleate, Benzyl Alcohol, Coconut Acid, Ethylhexylglycerin, Sodium Benzoate, Citric Acid, Dehydroacetic Acid, Trisodium Ethylenediamine Disuccinate, Tocopherol, Hydrogenated Palm Glycerides Citrate.
DE FINIT IO N DÉFINTIO N:
Salicylic acid is an exfoliant that helps to penetrate deeper into skin's pores and unclog them. L’acide salicylique est un exfoliant qui permet une pénétration plus profonde dans la peau pour désobstruer les pores.
2% SALICYLIC ACID HELPS TO UNCLOG PORES AND GENTLY EXFOLIATE L’ACIDE SALICYLIQUE (2 %) EXFOLIE EN DOUCEUR LA PEAU ET L’INTÉRIEUR DES PORES
WARNING MISES EN GARDE: External use only. Avoid contact with eyes. If contact occurs rinse well with water. Keep out of reach of children. Usage externe uniquement. Éviter le contact avec les yeux. En cas de contact, rincer abondamment à l’eau. Tenir hors de la portée des enfants.
ZINC COMPOUND HELPS REDUCE EXCESS OIL LE COMPOSÉ DE ZINC AIDE À RÉDUIRE L’EXCÈS
Inkey, 2019. Salicylic Acid Cleanser Pack Design [photograph]. Nottingham, United Kingdom: The Inkey List.
Superdrug, 2018. Lactic Acid & Hyaluronic Acid Serum [photograph]. Online: Superdrug.com.
DE SÉBUM 0.5% ALLANTOIN HELPS SOOTHE IRRITATION L’ALLANTOÏNE (0,5 %) APAISE LES IRRITATIONS
NO PARABENS / SANS PARABÉNES NO FRAGRANCE / SANS PARFUM NO ANIMAL TESTING / NON TESTÉ SUR LES ANIMAUX
FUNCTION FONCTION: REDUCE BLACKHEADS AND BREAKOUTS RÉDUIT LES POINTS NOIRS ET L’ACNÉ
FOR SKINCARE RECIPES @theinkeylist
5.0 US fl.oz / 150 ml
5
060422
295724
POUR LES RECETTES DE SOINS DE LA PEAU: @theinkeylist
℮
>
BATCH FPO
LE GÉNIE CONSISTE À RENDRE SIMPLE CE QUI EST COMPLEXE.
TR A DU CTE U R DE BE A U T É THE DEFINITION OF GENIUS IS TAKING THE COMPLEX AND MAKING IT SIMPLE. – ALBERT EINSTEIN
Inkey, 2019. Caffeine Pack Design [photograph]. Nottingham, United Kingdom: The Inkey List.
Y O U R BE A U T Y TR A N SL A T O R
HELPS TO AIDE À: REDUCE DARK CIRCLES RÉDUIRE LES CERNES
CAFFEINE
REDUCE PUFFINESS RÉDUIRE LES POCHES
\ ka-feen \
REDUCE FINE LINES RÉDUIRE LES RIDULES
I NF O IDEAL FOR ALL SKIN TYPES CONVIENT À TOUT TYPE DE PEAU MATRIXYLTM 3000 HELPS BOOST COLLAGEN PRODUCTION MATRIXYLTM 3000 AIDE À BOOSTER LA PRODUCTION DE COLLAGÈNE
FACE - EYE VISAGE - YEUX DEFINITIO N DÉF INTION:
An antioxidant derived from coffee that helps to reduce puffiness, dark circles and prevent skin damage from free radicals. Antioxydant dérivé du café qui aide à réduire les poches et les cernes, et à prévenir les dommages cutanés causés par les radicaux libres.
ALBIZIA JULIBRISSIN BARK EXTRACT HELPS REDUCE THE SIGNS OF UNDER EYE SKIN FATIGUE EXTRAIT D'ÉCORCE D'ALBIZIA JULIBRISSIN AIDE À RÉDUIRE LES SIGNES DE LA FATIGUE DE LA PEAU DES YEUX
FUNCTION FONCTION: TARGETS DARK CIRCLES CIBLE LES CERNES 0.5 US fl.oz / 15ml
℮
INGREDIENTS INGRÉDIENTS: Water (Aqua / Eau), Glycerin, Dicaprylyl Carbonate, Propanediol, Polyglyceryl-6 Distearate, Cetyl Alcohol, Hydroxyethyl Acrylate/sodium Acryloyldimethyl Taurate Copolymer, Jojoba Esters, Glyceryl Dibehenate, Albizia Julibrissin Bark Extract, Squalane, Caffeine, Polyglyceryl-3 Beeswax, Phospholipids, Tribehenin, Ethylhexylglycerin, Xanthan Gum, Glycine Soja (Soybean) Extract, Polysorbate 60, Disodium Edta, Glyceryl Behenate, Glycolipids, Butylene Glycol, Glycine Soja (Soybean) Sterol, Leuconostoc/radish Root Ferment Filtrate, Hyaluronic Acid, Carbomer, Darutoside, Polysorbate 20, Palmitoyl Tetrapeptide-7, Palmitoyl Tripeptide-1, Phenoxyethanol.
HOW TO USE MODE D’EMPLOI: Use AM and PM. On cleansed skin apply a small amount onto finger and gently pat around the contour of the eye. Combine with preferred serums and follow with moisturizer. S’utilise matin et soir. Sur une peau propre, appliquer une petite quantité de produit en tapotant délicatement autour des yeux. À associer avec les sérums de son choix avant d’appliquer un soin hydratant. WARNING MISES EN GARDE: External use only. Avoid the immediate eye area. Keep out of reach of children. Usage externe uniquement. Éviter la zone du contour de l'œil. Tenir hors de la portée des enfants.
5
060422
Revolution, 2019. Revolution Skincare Instagram [photograph]. Online: Instagram.
295083
NO PARABENS / SANS PARABÉNES NO FRAGRANCE / SANS PARFUM NO ANIMAL TESTING / NON TESTÉ SUR LES ANIMAUX
6M
Made in/Fabriqué en CANADA BE for Beauty Manufactured by: Brand Evangelists for Beauty Limited KT17 1HQ UK
BATCH FPO
CE QUI EST COMPLEXE. LE GÉNIE CONSISTE À RENDRE SIMPLE
TRA DUCTEUR DE BEA UTÉ AND MAKING IT SIMPLE. – ALBERT EINSTEIN THE DEFINITION OF GENIUS IS TAKING THE COMPLEX
YOUR BEA UTY TRA NSLA TOR
HELPS TO AIDE À: BRIGHTEN SKIN ILLUMINER LA PEAU
VITAMIN C
EVEN SKIN TONE UNIFIER LE TEINT
\ vi-ta-men \ see \
REDUCE FINE LINES RÉDUIRE LES RIDULES
INFO IDEAL FOR ALL SKIN TYPES CONVIENT À TOUT TYPE DE PEAU 30% PURE STABLE L-ASCORBIC ACID (VITAMIN C) 30 % D’ACIDE ASCORBIQUE (VITAMINE C) PUR ET STABLE WATERLESS FORMULA FORMULE SANS EAU
FOR SKINCARE RECIPES @theinkeylist
F A CE - SE RUM VISAGE - SÉRUM DE FINITION DÉF INTION:
INGREDIENTS INGRÉDIENTS: Dimethicone, Ascorbic Acid, Polysilicone-11, Peg-10 Dimethicone.
A powerful multifunctional antioxidant that helps to protect skin from damage caused by environmental pollution (called free radicals). Puissant antioxydant multifonctionnel qui contribue à protéger la peau des dommages causés par la pollution environnementale (radicaux libres).
FUNCTION FONCTION: TARGETS DULL SKIN CIBLE LE TEINT TERNE 1.0 US fl.oz / 30ml
℮
HOW TO USE MODE D’EMPLOI: Use AM or PM. Apply a pea sized amount to cleansed face and neck, avoiding the eye area. Follow with moisturizer and suncreen if applied in the AM. S’utilise matin ou soir. Appliquer une noisette de produit sur la peau propre du visage et du cou, en évitant le contour des yeux. Appliquer ensuite un soin hydratant et un écran solaire si vous l’utilisez le matin. WARNING MISES EN GARDE: External use only. If a slight tingling sensation occurs, mix with 1-2 drops of Hyaluronic Acid serum. If irritation persists discontinue use. Keep out of reach of children. Usage externe uniquement. Si une légère sensation de picotement se produit, mélanger 1-2 gouttes de sérum à l’acide hyaluronique. Si l'irritation persiste, cesser l'utilisation. Tenir hors de la portée des enfants.
POUR LES RECETTES DE SOINS DE LA PEAU: @theinkeylist
Inkey, 2019. Vitamin C Pack Design [photograph]. Nottingham, United Kingdom: The Inkey List.
Revolution, 2019. Revolution Skincare Instagram [photograph]. Online: Instagram.
NO PARABENS / SANS PARABÉNES NO FRAGRANCE / SANS PARFUM NO ANIMAL TESTING / NON TESTÉ SUR LES ANIMAUX
6M
BATCH FPO 060422
295069
Made in/Fabriqué en USA BE for Beauty Manufactured by: Brand Evangelists for Beauty Limited KT17 1HQ UK
5
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