Botanics Product Development Report by Milly Hobbs

INTRODUCTION 6 INNOVATION CHALLENGE STRATEGY 7 METHODOLOGY 7 BRAND CONTEXT ABOUT BOTANICS 8-9 BRAND DNA 10-11 BRAND ARCHITECTURE 12 -13 SITUATIONAL ANALYSIS 14 -15 THE CONSUMER 16 BRAND POSITIONING 17 COMPETITOR ANALYSIS 18 PESTLE ANALYSIS 19 MARKET ANALYSIS 20-21 CONSUMER/INDUSTRY TRENDS 22-23 MACROTRENDS 24-25 SWOT 26 KEY INSIGHTS 27 INNOVATION STRATEGY 28 -29 NPD IDEAS AND SHORTLISTING PROCESS 30-35 HARVESTING 36-37 OBSTACLES 38-39 GAP ANALYSIS 40-41 RECOMMENDATIONS 42-47 CONCEPT 48-49 VOLUMES & FINANCE 50 EVALUATING THE OPPORTUNITY 51 APPENDIX 52-59 BIBLIOGRAPHY 60-61 REFERENCES 62-63 TIME PLAN 64-65 4

CONTENTS

INTRO DUCTION

METHOD OLOGY. This report is going to identify a new product range capable of broadening Botanics appeal amongst existing buyers and bringing current non-users into the franchise. The product idea/range will be in line with the brands current positioning and be both differentiated and motivating. Firstly, Botanics current situation will be explored to gain understanding of the brand, then market trends within the skincare and beauty markets will be analysed to find relevant trends suitable for the brand. Opportunity Identification process is the primary stage in New Product Development (NPD) process; ideas will be produced and harvested down by relevance and feasibility.

[INNOVATION CHALLENGE STATEMENT ] Create an innovative, fitting, competitive product considering all aspects of the market place. Harvest ideas and analyse the process to provide a product capable of broadening Botanics

RESEARCH OBJECTIVES - To find out what problems consumers face today in regards to their skin - To gain a detailed understanding of Botanics consumers - To gain first hand feedback of product prototypes and consumer insights

SECONDARY RESEARCH will initially be considered as a priority to gather existing information on Botanics. Databases such as Mintel, WGSN and Trend Reports will be analysed to find current trends and relevant sources within the skincare industry.

PRIMARY RESEARCH will consist of a questionnaire online and then additional interviews and a focus group with women interested in skincare. Finally, once ideas have been shortlisted a pilot interview (App. 4 ) will be carried out about the NPD product/range.

These methods will gain a variety of qualitative and quantitative research. In-depth first hand knowledge of the consumer is crucial, which is why the interviews will construct relatable information.

ABOUT

BOTANICS. Botanics ‘the power of plants’ is a natural skincare brand, proven by science. They are an own brand by Boots (Richardson, 2015). They provide ranges that cater to a variety of skin types. They wanted to initially exploit the growing trend of natural skincare but combine them with high-tech formulations founded by Botanics Kew Gardens. The brand offer a wide range of effective products at affordable prices, using powerful plant extracts. Botanics scientists work with plant experts to provide customers with perfect natural skincare that works.

[BRIEF HISTORY] Botanics was founded in 1995, as there was a gap in the market for ‘green’, ‘natural’, skincare. However, in 2012 there was a re-launch as they increased the range with a new spectrum of effective, natural and active ingredients.

BRAND DNA. [VISION] To become a top 3 global player, the Botanics brand is seen by consumers as inspiring, exciting, and efficacious. Which is something they are proud of.

[MISSON] To create and produce inspiring beauty products by understanding the science of plants and increase sustainability, whilst staying affordable, luxurious, and effective.

[VALUES] Sustainability, Innovation, Natural

ORGANIC

Great for all skin types 

The organic range uses naturally beautiful ingredients with minimal processing or impact to the environment.

 

Includes nourishing rosehip 100% organic facial oils is proven to lock- in moisture for up to eight hours.

ALL BRIGHT

Best for normal to dry skin 



All Bright uses gently exfoliating flower acids to leave you skin blooming.

Hibiscus flowers are rich in alpha hydroxyl acids which help renew your skins surface, revealing a more radiant complexion.

RADIANT YOUTH Best for fine lines and radiance  

Radiant Youth is enriched with gingko biloba. The range helps reduce the appearance of fine lines and wrinkles.

FACIAL SKIN CARE

BATH, BODY &HAND

HAIR

MEN

Cleanser

Hand Cream

Shampoo

Moisturiser

Exfoliator

Body Butter

Conditioner

Eye roll on

Moisturiser

Bath Crème

Hair Mask

Face Wash

Toner

Bath Soak

Serum

Face scrub

Skin Treatment

Body Lotion

Night Cream

After shave balm Deodorant Stick

Eye Cream Eye Make up Remover Face Masks CC Cream

Botanics is a Boots own brand, however it is not entirely distinctive as it operates under it’s own name. This page shows a breakdown of products within the Botanics range. 12

TRIPLE AGE RENEWEL

Best for deep lines and wrinkles 

The purple orchid in our Triple Age Renewal range contains polysaccharides to smooth the appearance of your skin.



These products help hydrate and reduce the appearance of deep lines and wrinkles.

SHINE AWAY

Best for oily to combination skin



Will Bark is a natural source of salicylic acid, which is known to help clear pores of debris with a mild exfoliation action.



Help control shiny skin with the Shine Away range.

ULTRA CALM

Best for sensitive skin 

The marshmallow in our Ultra Calm range is packed with natural sugars and polyphenols.



These have soothing properties that help hydrate and protect, leaving sensitive skin less irritated and more comfortable.

ACCESSORIES

AROMATHERAPY

GIFTS

Sponges, brushes and scrubs

Pure Essential Lavender Oil

Rejuvenating Bath Elixir

Wash bags

Pure Essential Eucalyptus Oil

Relieving Bath Soak

BA RR A N D CHITECTURE. 13

SITUATIONAL

ANALYSIS

TARGET . CONSUMER

‘The Botanics consumer is predominantly female and are women that want honest, natural skincare that delivers outstanding results. The core consumer is 25-35, the idea of ‘natural’ appeals to her subconsciously and matches her desires to be ‘ethical’, However she doesn’t what to compromise efficacy.’ (Richardson, 2015) She cares about her health and is willing to follow blogs about how she should be eating, she likes to participate in fitness with friends when she finds available time and does a weekly spinning class.

BRAND POSITIONING.

Boots are the parent company of Botanics and are positioned as â&#x20AC;&#x2DC;Upper middle mass market. Boots stores benefit from the footfall and healthy aura that goes with the pharmacy, and its extensive beauty ranges, especially in the larger stores, give it a more upmarket feel.â&#x20AC;&#x2122; (Mintel, 2015 )

Botanics affordable prices and wide retail distribution means that their products are available to the mass consumer. Their products are made with natural ingredients however using scientific technology to get the most benefit from the ingredients.

COMPETITOR

ANALYSIS. These are a few various competitors that compete within the Skincare market on different characteristics of Botanics, whether it is the price range, how natural the brand is, or how mass/premium the market is. From this, key strengths and weaknesses were pulled out to see if Botanics fit into a specific gap.

BRAND

DESCRIPTION Simple believe in kindness to skin. They believe that the most transparent products with no colours or perfumes will provide the most care. (Simple, 2015) They currently compete on price and market positioning. ‘Beauty with heart’ Although The body Shop do sell skincare, they focus on other aspects of the beauty market such as body, bath, hands, and make up. Body shop have a slightly higher price point ranging from £2£18 for skincare. (The Body Shop, 2015) Liz Earle is a more premium price point; they still compete on the natural approach creating products that work on every skin type by harnessing the potent powers of the finest quality naturally active ingredients. (Liz Earle, 2015) Origins use all natural ingredients in all products and are proven by science. They are also available at Boots along with Botanics. (Origins, 2015)

STRENGTHS

WEAKNESSES

   

Affordable Mass Market Pure Ingredients Brand presence on social media



  

Personality Own Stores Operate with Fair Trade.



 



High priced for the every day consumer. Products that work Positive brand image.



Ready available to the mass market. Collaborations with university’s and doctors



Mistaken for ineffective Packaging is not grabbing.

Negative press back in 2006 about bad ethics and satisfaction rates dropped since then. (Nature way, 2014) Lost its way with innovation and differentiation. Not clear whether it is natural or scientific. High competition at the same price point.

They have a young brand image but their pricing is targeting consumer with disposable income.

PESTLE ANALYSIS. Political

Issue

Impact on business

 Change in trade laws

- Changes in laws could affect the way the Botanics brand is run and this could affect the brand financially. -Botanics are obligated to produce safe products that do not contain harmful substances for consumers. -The increase in disposable income and decrease in employability means that bulk buying is increasingly popular.

 Change in government

Economical

 Recession  Global economic crisis  Disposable Income  Inflammation

 Currency exchange rate

Social

 Life style change  Ageing demographic  Birth rate

 Human activism

Technological

 Social media  Innovation

 Growth of online retailing

over brick and mortar stores

Legal

 Change in advertising laws  Employment laws

 European ban on animal

testing

Environmental

 Growing environmental

awareness within the community  Pollution laws

-The ageing population presents a higher need for products that tackle the issues of ageing skin. -Life style change are making people a lot busier in their day to day activity leaving less time to be spent pampering. -The availability of raw materials has decreased which results in depending on international produce. This could be expensive to ship and could affect the brand financially. -More and more natural ingredients and formulations are being discovered and used for skincare products. Botanics have utilised this and are innovators in finding new ways to tackle beauty problems. -The European ban on animal testing means no company operating in the EU can test on animals and it also means it is no longer a USP for those brands that already do not test on animals -Identify eco-friendly opportunities within the manufacturing process and transportation of the products. Consumers are becoming more aware of their carbon footprint so, if Botanics identify with this, they will attract new consumers. 19

MARKETS [SKINCARE MARKET ] Euromonitor reported that in 2013 the UK skincare market was valued at £2.1 Billion. The improvement in the economic climate has increased consumers confidence with spending. Research has shown that they are still using every last drop of their products. Euromonitor (2014).

Fig.1

As seen in Fig.1 Mintel have shown that the facial skincare market alone was responsible for just over 50% of the total UK skincare market in 2013 and have used the growth rate to predict that by 2018 the value of sales of facial skincare within the UK will range between £1.35 B and £1.48 B. (Mintel,2015) The same report mentions the interest in a ‘natural, make up free appearance’ which is increasing the use of facial skincare products as consumers are maintaining the health of their skin rather than just covering it in make-up. 20

The ageing population has a big effect on the skincare market with a majority of older women choosing moisturisers to hydrate their skin and products that combat wrinkles. This is positive information for Botanics as the market that they are currently operating in is performing well with big growth ahead. The increase in customer spending will also give Botanics scope for launching new products as consumers have more disposable income. The ageing population is something for Botanics to respond to and ensure their product offering is meeting the needs of this large demographic.

[BEAUTY RETAIL MARKET ] UK consumers spent ÂŁ9.2 billion on the beauty and personal care products in 2014. Botanics operate under the personal care industry under the roof of Boots (Mintel, 2014).

[Market Share] The current market share (as of 2013) saw Boots taking 16% of all leading beauty retailers in the UK as shown in Fig.2.

Fig.2

CONSUMER INDUSTRY TRENDS. [TIME STARVED CONSUMERS ] Today, a large amount of consumers have little time to spend dedicated to their skincare routine due to a busy, family and work filled schedule (Skin Inc, 2014). Research showed that 46% of consumers do not have the amount of time they would like to have devoted to looking after their skin. These consumers look for multifunctional products and express treatments that enable them to undertake professional treatment, quickly and effectively.

[PORE REFINING] The industry predicts over the next year that consumers will be turning their attention away from anti-ageing skin, lines and wrinkles and focus more on the size of pores (Telegraph, 2014). Skincare and beauty manufacturers have been researching ways of reducing the size of pores through make up, creams, peels and other treatments (Design Plus, 2015). It is predicted that this trend will continue to grow throughout 2015.

[VITAMIN GOODNESS ] Vitamins and minerals are essential nutrients the body needs. Research has shown that an increasing number of people have started to skip out on their daily vitamin intake because they are ‘boring, burpy and hard to swallow’ (Spry Living, 2013). However more and more forms of vitamins are now available in stores: chewable gummy vitamins, vitamin melts, dissolvable vitamins, mini pills and topical application.

[COCONUT BASED PRODUCTS] The consumption of coconut water has become a huge trend over the past few years. An increasing number of brands are being launched into the market (SMH, 2014). The world’s largest provider, Vita Coco, sold nearly $270 US million of coconut water in 2013 – nearly 300 times than it did in 2004, when the first drink was sold. The increase in popularity of the drink stemmed from consumers growing appetite for anything to be perceived as healthy and natural. The drink is marketed as a healthy ,natural, low calorie drink that provides minerals full of potassium and magnesium. “ It’s caught on fire because it’s been touted as nature’s electrolytes,” Virginia Lee, a senior research analyst at market research firm Euromonitor, told Quartz (Quartz, 2014).

MACRO

TRENDS . [PERSONALISATION NATION] Personalisation is fast becoming the most appealing aspect for the day to day consumer when purchasing items; from in-store purchases to online consumer experiences. Customising specific products will mean a more tailored tactic, which will entice consumers to purchase. Botanics do not currently offer a personalised approach, however they can monitor the buying habits of each customer to make recommended purchases in the future.

[HEALTH AND WELLNESS] In the western culture health and wellness is already emerging as a macro trend with predictions for big growth. Retaining a healthy body and mind are big concerns for the population with major health issues being an open discussion. People are also taking a lot more care of their general health and wellbeing with increased exercise routines and healthy diets. As a natural skincare brand Botanics can appeal to this movement of people through their products, which is a good method of maintaining healthy skin as consumers look to care for every aspect of their body.

[AN AGEING WORLD] Advances in medical treatment means that people are living longer and with the birth rate steadying there is an increase in the older majority population. In terms of skincare the needs of the ageing population is highly based around lines, wrinkles and hydration. As technology advances to improve the quality of these products Botanics needs to utilize this development in what is becoming a highly saturated market. 24

SWOT ANALYSIS. Strengths    

Offers a wide range of products at reasonable prices. Located in over 2,000 boots health stores. Widely accessible. Focus on mass market.

Opportunities    

New products opportunities. Diversification into new market. Ageing consumers is an emerging market as people are living longer. Growing male demographic and beauty interest increase.

Weaknesses    

Lack of brand awareness. Minimal product differentiation between other skincare brands. Absence from premium market. Dependence on UK market alone.

Threats    

Highly saturated market. Strong competition. Cosmetic surgery offers permanent transformations. Pharmaceutical and medical companies now offering products that provide the same purpose as beauty products.

KEY INSIGHTS Key Insights have been drawn up from the market and consumer research. (App.1)

[BELIEF] They believe that there is not currently a product that targets dry and oily skin combined. They find that they do not want to use an array of different products on their face in one go.

[DESIRES] Consumers want a product that will not only treat, but also prevent skincare issues from occurring in a fast way. Time starved consumers is a growing trend worldwide, so with an effective yet efficient way of solving this issue will meet the gap in the market and reach customer desires.

INNOVATION

STRATEGY.

IDEAS SHORTLISTING

PROCESS

[KEY INITIAL STEPS] The opportunity identification is the first stage in the NPD process where ideas are generated and screened The first step is reviewing the consumers and markets to get a deep understanding of their unmet needs.

Consumer Problems highlighted from primary research:    

People are time poor Confused on what products is right from them Confused on the chronological order of beauty products Consumers want more multifunctional products

New product development objectives:   



Quick facial treatments for the time starved consumers Multi-functional products that target more than one problem Step by step 123 products that aid the consumer on what products to use and at what time. Products that aid the consumer in identifying what skin type they are in order to recommend the best products for them.

[IDEA GENGERATION]

Opportunity identification is the second stage in the process. A mind map of ideas were drawn up initially considering all new product development potential within the Botanics architecture.

[PROCESS OF ELIMINATION] The opportunity identification objectives were then taken into consideration and specific areas were found that work in conjunction with the market, consumer trends and primary research.

The four areas that were explored further were coconut based products, vitamin based products, portion control products and multifunctional products.

[SIZE OF OPPORTUNITY AND FEASABILITY ]

The size of the opportunity graph evaluates feasibility, positioning and capability. From this it is visible that all these variation are high/medium opportunity making them suitable for further analysis and harvesting.

[BRAND STRETCH OF DEGREE ]

HARVESTING

IDEAS. From the initial shortlisting process the ideas were harvested to create solid NPD ideas to be further analysed for their potential.

[Multifunctional Products - Time Pore ] According to the survey undertaken, women stated that they do not have the time to maintain a healthy skincare regime or they are confused on how to use facial products and what order they are supposed to be used in. This brought forward the idea of having products that have multiple affects for the skin. For example, toners, cleanses and moisturises in one that can minimise pores quickly and effectively. This targets the consumers that do not have the time to use multiple products and wants a simple product that gives their skin everything it needs.

[Portion Control Product ] When conducting the initial questionnaire given to 50 women showed that women buy their products often due to it running out quickly, spillage and using more than they need. This is a problem that many women suffer from and with a simple product development idea this can differentiate Botanics from other brands. From this research the idea of portion controlled products came about whereby bottles will have reusable portion control applicators that will lock when the necessary amount of skincare product has been poured out. This will applied to all face products such as cleansers, toners and moisturisers.

[Coconut Water Based Products ] Secondary research within the food and beverage industry showed a rise in the consumption of Coconut water as it has been proven to clear acne and dark blemishes that surface on the skin. It also moisturises the skin when ingested orally or applied on the skin in the form of oil. As a natural ingredient, a product range containing coconut water would fit in well with Botanics branding.

[Vitamin Product Range ] With lots of evidence of an increasing interest in the benefits of vitamins, there is great opportunity to develop products that use vitamins for common skin problems. A vitamin based range would fit with the brands DNA due to its natural connotations making this an opportunity to re-develop the way that vitamins are used as part of a skincare routine.

OBSTACLES

FACED.

The idea of multi-functional products ‘Time pore’ created a big obstacle of their being very similar type product on the market, for example, there are many exfoliators and cleansers which also have moisturising qualities in the market. After evaluating this idea it was highlighted that the product did not have a strong USP and did not have a point of differentiation.

After analysing the ‘portion control product’ it became evident that the idea did not have any financial gain. A consumer would be more inclined to purchase a

product that is beneficial for them more so than being convenient. The portion control product is also a onetime buy product therefore not generating a re-purchase.

The coconut water based products does fit in with consumer trend, however coconut skin care products are highly saturated in the skincare market.

After deciding to cement the idea of a new vitamin range there were further obstacles for to overcome. According to the primary research consumers said that they found it difficult to swallow tablets so the idea to came about to offer vitamin patch, spray and stick.

Firstly differentiating from current medical vitamin brands. The vitamin range specifically targets different beauty problems. This was originally quite challenging as there are many vitamin brands

It was proving difficult to decide what the flavour of the oral sprays should be so we decided to make them tasteless which appeals to the masses.

ANALYSIS.

This perceptual map looks at beauty vitamins brand in the current UK market and shows that ‘Imedeen’, ‘Foundation’ and ‘Gold Collagen’ are all premium brands that operate in a niche market as they are high-end and expensive. ‘Seven seas’, ‘We support’, ‘Vitabiotics’ and ‘Boots’ own brand vitamin supplements all target the mass market due to their low pricing and wide accessibility in retail establishments. According to this positioning map there is a clear gap in the market for Botanics

to penetrate. All Botanics competitors strive on their skin product being a treatment for skin problems, so by Botanics creating a product that prevents skin imperfections before they arise will give the sense of differentiation allowing them to operate in a niche.

RECOMMENDATIONS.

THE

IDEA. V I TA B E A U T Y

VitaBeauty is a beauty vitamin range, with products that combat common skin problems as well as preventing their re-appearance. The products contain pure natural vitamins that are all vital for maintaining healthy skin. The range of products allows consumers to choose a method of using vitamins in their skincare routine in a way which suits them. VitaBeauty is multifunctional by tackling a whole range of problems, such as dryness, excess oil, wrinkles, dark circles and pore visibility.

USP ď&#x201A;ˇ

Prevention as well as treatment

ď&#x201A;ˇ

It combats common skin problems whilst preventing their reappearance

[VITAMIST ]

A daily oral vitamin spray

After further research and development of the Vitamin patch idea it was highlighted that there are more revolutionary ways to take vitamins. One being oral absorption which is a fast and effective way to take vitamins, minerals and other nutrition’s the body needs. By absorbing the vitamin in spray form the user will receive 60% of the vitamin. The intake in vitamins orally is overall better for the body as when sprayed in the mouth ‘micro-sized beads or droplets are immediately absorbed into the tis-

sue through the capillaries, which lie close to the surface of the lining in the mouth.’-

(Vitashop 2015). In this process the vitamins are absorbed in seconds without causing any extra stress on the organs. Oral absorption medicines and vitamins is becoming the way of the future with products ‘insulin, interferon, nitroglycerin, nutraceuticals, dietary supplements, and

nutrients containing vitamins, minerals, amino acids and herbs.’-(Vitashop 2015) all available in the oral spray form. This brought to light the idea of creating a range of oral natural vitamin sprays that are available to suit the needs of different skin types. The sprays will be a 25ml bottle (making it easy and compact to carry around) with four pumps daily for quick and easy absorption. The selction of vitamin sprays will include, a dry skin spray full of vitamin A extracted from dandelion blossoms as it is known to prevent pigmentation and thoroughly hydrate the skin. Vitamin E spray which will have rose petal extracts for Anti-aging as it is associated with reducing the look of aged skin, lines and wrinkles. For consumers with oily skin there will be a spray containing vitamin D extracted from Alfalfa which helps to control and reduce oil. To help reduce pore size there will be a spray enriched with Vitamin C as it is proven to promote elastin and collagen development extracted from Nasturiums. 45

[VITASTICK ]

- Beauty vitamin stick

The Vitamin Beauty Stick is a 4 in 1 product that will offer moisturisers specific to target consumers with confused skin (Oily Skin, Pores, Dry Skin, Anti Aging). When visiting the Beauty Expedition at the ExCell, specialists confirmed that combination/confused skin was the highest skin type over sensitive, dry and oily. This highlighted an opportunity to come up with a product that would target the confused skin consumer. By having a 4 in 1 product with 4 moisturisers in a balm format means you can target areas with different creams with one product. According to the primary research that was undertaken, todayâ&#x20AC;&#x2122;s consumer is time poor and wants one product that target multiple problems. According to research there is a rise in the use of vitamins, for health and beauty. Consumers are becoming more aware of the affects vitamins can have on their skin. So by creating a product that is enriched with vitamins that target specific problems and prevent their reappearance it allows Botanics to operate in a niche.

[VITAPATCH ]

A night time vitamin patch

Skin-care manufacturers for decades have been focusing on what could benefit the skin externally but more and more cosmetic and skincare brands are promoting the benefits of ingesting vitamins and natural products to improve on their external appearance. According to research a major trend in the current beauty market is the consumption of vitamins. Vitamin supplements have major presence in the current market with

beauty, food and medical brands all distributing products that aim to benefit the overall health on men, women and children. Some secondary research highlighted that vitamin C becoming the new trend for many products which is used to prevent spots and ageing. It helps to sooth, firm the skin and help with dark patches which many women suffer from. Vitamin E is also being used to fight dehydration in the skin by helping the skin retain its natural moister. There are many supplements in the market today and it is important for a brand to differentiate them from the competition. Brands are now experimenting on different ways for people to consume vitamins giving their brand and edge. After further research on different ways to consume vitamins it was highlighted that the skin absorbs 60% of products that is applied on it whether is it natural or chemical but orally the body only absorbs 10%. This sparked the idea to create the Botanics Vitamin patch which will contain all essential vitamins that is required to maintain a healthy body. The patch will be see-through making it suit all skin types and will be applied on the inner part of the arm so no external factors affect the vitamins (e.g. sunlight). The patch will be worn daily and will release each vitamin slowly keeping the levels of each vitamin steady. 47

CONCEPT. Concept Template Headline

VitaBeauty

Core Consumer

Women that want honest natural skincare

Problem/Insight

I want to take vitamins daily as I know theyâ&#x20AC;&#x2122;ve been proven very beneficial for my skin. However I find vitamin tablets hard to swallow or I forget to take them. I want another way of taking vitamins that is not only easier but effective in maintaining healthy skin. Introducing VitaBeauty. The range that enables you to prevent skin problems before they arise by taking 3 pumps of the VitaMist, apply the Beauty Stick or wearing the VitaPatch. VitaBeauty is an intense vitamin supplement that keeps your skin healthy and happy in turn prevents any skin problems from emerging.

Benefit

Reason to believe

When developing a concept for the vitamin range, it is important to consider how provocative the statement is, if it comes across as informative and if it is transparent to the audience. The concept template reviews all information considered for the concept. Below is a Power Structure Template. Hook (Why should I be interested?) When you have imperfections or blemishes on your skin it can prevent you from feeling confident and beautiful. Benefit (What exactly is in it for me?) With VitaBeauty everyone can be confident in their skin without worrying about imperfections and blemishes. Proof (Why should I believe you?) The VitaBeauty range contains all the essential vitamins to target skin imperfections before they become visible and can last for up to a week. 48

[FINAL CONCEPT ]

VOLUMES

&VALUES. These volumes are taken from our target audience of women 20-39 with small variance on each side. With our assumed

repeat purchases and taking 70% distribution into account and 10% awareness from that.

Botanics will use physiological pricing to attract consumers to the new service and effectively boost sales. Instead of appealing to the rational side of the brain, they will be appealing to the emotional side. It is important to position the brand at a level to appeal to your existing demographic. For example, ‘positioning the product at the low end speaks to those looking for a value; the higher end of the product's pricing spectrum is associated with higher quality.’

For Botanics to benefit from a new NPD range investment, the annual value needs to reach £100,000 + . The volume and annual value brick up shows what was considered when accounting for our final awareness volume. As seen above, a total annual value that will be accumulated is £4,660,083,48 . 50

OPPORTUNITY EVALUATION All of the research combined has shown trend and development for the use of vitamins as part of a skin care regime and consumer interest. Vita beauty as a product range offers consumers choice to include vitamins in their skincare regime that suits their preferences the most whilst, having the best possible effect. The range meets the needs of a time starved consumer by adding a lot of benefit without adding tasks that are time consuming.

Word Countâ&#x20AC;&#x201D;3,409 Olivia Riches, Sedi Kukwikila, Camilla Hobbs, Holly Stevenson 51

Appendix Appendix 1â&#x20AC;&#x201D; Questionnaire Results

Appendix 2— Primary research 1 to 1 interviews 1 to 1 Private interviews I am conducting these interviews as part of the research process for a university project about skincare. All of your responses will be used and referenced in the work and the only credentials used to represent you will be your age and gender. Interview time: 15 mins. Interviewer: Holly Stevenson

Interview 1 : women aged 20 What problems does your skin face? It varies, some days it’s really oily and some days it’s really dry. I can never get a good balance. I also get spots now and again. Would you like to improve the condition of your skin? I’d like my skin to be more even, the same level soft texture across my whole face. And like most people at the moment I would like my pores to be less visible. Do you know that vitamins can affect your skin? I know that some of them are good for your skin, not sure what they do. I know they can help your nails grow too. Do you involve vitamins in your daily routine? Not at the moment apart from in vegetables, I have been thinking about taking vitamin tablets. How do you feel about taking vitamin tablets? I want to take them, especially to help improve the appearance of my skin but 'I’m not too sure which ones I should be taking. Also tablets make me feel sick, I don't really like taking them as they just remind me of being ill. 54

When applying your skin care routine do you think about the benefits? Well i have started using more natural products on my skin as I don’t really want to be putting chemicals on my face because that would just make it worse. Do you feel like you have the time to meet all your skincare needs? I don’t have a lot of time in the morning to spend giving attention to my skin but i like to take my time with it in the evening.

Interview 2: women aged 36 What problems does your skin face? Its normally quite dry, I’m starting to notice lines on my face and often have dark circles under my eyes. Would you like to improve the condition of your skin? Of course! I Would have to have a face that looked smooth and bright and if possible wrinkle free! Do you know that vitamins can affect your skin? I know that taking vitamins can help the condition of your skin and make it healthier however I’m not sure which ones do that. Do you involve vitamins in your daily routine? Sometimes I take a vitamin tablet however I’m not very good at remembering to take them, i try to do it in the morning but with 3 kids to get out the door I often find myself running out the door and often forgetting. How do you feel about taking vitamin tablets? Like I said I just wish I could remember to take them! When applying your skin care routine do you think about the benefits? I like to know how any products I use on my face could affect my skin, I normally spends some time research a product before I buy it or ask someone I know who has used to it to find out how it works. Do you feel like you have the time to meet all your skincare needs? I don't think I will ever have the time to give my skin the full attention it needs to help keep it looking healthier.

Interview 3: women aged 48 What problems does your skin face? Wrinkles are a big problem now, the lines in my dace just seem to be getting deeper. It’s very dry and I’m always fighting the circles under my eyes. Would you like to improve the condition of your skin? Show me a wrinkle cream that works and a moisturiser that actually keeps my skin hydrated and i will be happy! Do you know that vitamins can affect your skin? Yes I know there are a few that can help your skin needs, I wouldn’t know which ones though.

Do you involve vitamins in your daily routine? I have a lot of fruit and veg in my diet, so as far as I know I’m getting vitamins. How do you feel about taking vitamin tablets? I suppose it would be good to take them to know I’m getting all the vitamins I need, but I don’t really like taking tablets as they remind me of illness. When applying your skin care routine do you think about the benefits? I only use natural products, I don’t think its good to put chemicals on your skin. Do you feel like you have the time to meet all your skincare needs? I don’t like to spend too much time on it as I don’t feel its necessary, i just like to try and keep it clean and healthy.

Appendix 3— Focus Group Focus Group on 7 women aged 19-49 about the use of vitamin supplements This focus group is being conducted as part of the research needed for my University project about skincare. The questions asked today are a follow up to my initial research to help me gain a deeper understanding of certain aspects of skincare. Everything you say today is confidential and your responses will be used in my work anonymously. How do you feel about taking vitamin supplements? -they are a good way of making sure that you get all of the vitamins you need -they can be helpful for targeting specific problems -they should be used in moderation and not as a replacement for eating well -if they are natural I don’t see any harm in using them -I have taken them before but I stop and start as it doesn’t feel nice taking a tablet everyday Do you currently or have you ever used vitamin supplements to improve the health of your skin? -I have used them for general health which I always assumed would help my skin at the same time -I take vitamin supplements now but not specifically for the benefit of my skin - I have skincare products that contain vitamin E as it is good for skin but not taken a supplement -I just take them for general health Do you feel like there is a more productive way of taking vitamins to meet the needs of your skin? -I feel that it would be best to apply something with vitamins directly to the skin -something that means you can absorb all the vital parts of the vitamin -I would prefer not to have to actually swallow them -I don’t know but I would be interested in knowing about it -No I don’t think so Do you feel like your skin are needs vitamins? -Yes -It would defiantly be positive for my skin -I don’t really know enough about them -Yes as long as it was vitamins that are skin specific -Yes -Yes I think so 56

Appendix 4 — Pilot Testing Pilot Testing Group of 5 women aged 20-48 For my University project I am creating a new skincare product, after extensive research I have created a shortlist of products I am going to pitch to you today to gain your opinions. All of your responses will be used only in my research findings and you will not be identified individually. Coconut Water products Coconut water is increasing in popularity as more and more people are drinking it to help maintain clear skin due to its cleansing qualities. What are your thoughts on a skincare range using coconut water as a main ingredient for facial washes, cleansers, toners and moisturisers? -If it is good for your skin then I imagine it would be good to have it in skincare products -As it is a water I think It’s best to have it in drink form as your body can get a lot of benefits from it Time Pore One of the best way to tackle pores is through deep cleansing which can be time consuming. What are your thoughts on a product that when left of the skin for just 60 seconds can have the same deep cleansing benefits of products such as face masks? -I think it would encourage me to deep clean my skin more often -It’s a good way of saving time -It’s a product I would be interested in -I probably would stick to using a product that is a long process as it’s my way of relaxing Beauty Stick Different areas of the skin have different needs, for example some areas on the face can be very dry whilst other areas such as the T-Zone can be oily, also around the eyes and lips there are often lines and wrinkles as well as dark circles under the eye. Vitamins are all proven to help combat these issues. What are your thoughts on a product that contains 4 push up sticks that have a vitamin based moisturiser designed to tackle each problem area individually? -I like it because it saves me having to by loads of bottles of products as its expensive and unnecessary -My skin needs different things in different areas so I would find it very useful -I like that its altogether I struggle to fit everything in my wash bag when travelling -I like that the vitamins will help prevent skin problems as well as combating them Vitamin Spray Vitamins are good for maintain healthy skin and targeting problems such as dry skin and excess oil, vitamin supplements are good for making sure your body gets all it needs however taking tablets isn’t always a pleasant experience and your body only absorbs 10% of the vitamin. What are your thoughts on a small oral spray that contains vitamins for maintain healthy skin where 60% of the vitamin is absorbed? -I could keep it in my bag so I would see it and remember to take it unlike tablets which would rattle around and be annoying -it’s a more fun way of taking vitamins -it will be good as long as it’s a nice flavour

Vitamin Patch Vitamins that are absorbed through the skin are proven to work better than in tablet form. What are your thoughts on a clear patch worn overnight for your skin to absorb vitamin nutrients to help maintain healthier skin? -having it on while I sleep is good so I don’t even need to think about it -It’s a different method to taking vitamins, not having to take them orally makes it more pleasant -they must be able to get to work quicker whilst your body is sleeping -I would assume It’s better for your skin this way

Appendix 5– VITABEAUTY Product Portfolio

This research has been conducted ethically and all records will be kept in line with the Data Protection Act 1998. Signed………………………………………………………………………………………………….. Date………………………………………………………………………………………………………

Bibliography Books Dibb. S, Lyndon. S, Pride. W.M, Ferrel. O.C, 2007. Marketing concepts and strategies [Read on [19February 2015] Easey. M 1995, 2012. Fashion Marketing [Read on: [19 February 2015] Easey. M 2012. Fashion Marketing (Second Addition) Read on: [19 February 2015] Posner, H 2011. Marketing Fashion [Read on: [19 February 2015]

Interviews Interviewed: Smith, H 2015. Focus Group. Interviewer: Holly Stevenson. Location: Nottingham Trent University. Date: [19 February 2015].

Interviewed: Jamerson, G. 2015. Focus Group. Interviewer: Holly Stevenson. Location: Nottingham Trent University Date: [19 February 2015].

Interviewed: Shign, M. 2015. Focus Group. Interviewer: Holly Stevenson. Location: Nottingham Trent University Date: [19 February 2015]

Interviewed: Chi, M. 2015. Focus Group. Interviewer: Holly Stevenson. Location: Nottingham Trent University Date: [19 February 2015]

Interviewed: Johnson, P. 2015. Focus Group. Interviewer: Holly Stevenson. Location: Nottingham Trent University Date: [19 February 2015]

Interviewed: Patrick, D. 2015. Focus Group. Interviewer: Holly Stevenson. Location: Nottingham Trent University Date: [19 February 2015] 60

Reports

UK Trade & Investments, 2015. UK Retail Industry â&#x20AC;&#x201C; International Action Plan

[Read on: 18 February 2015]

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