Objectives 1. Become a profitable business in the luxury sustainable UK beauty sector in the first year by reaching target sales figures and establishing an achievable profit margin. 2. Achieve a strong competitive advantage in the first three years by gaining a larger market share than the identified competitors. 3. Build a strong reputation for brand transparency and sustainable practises by creating an in-depth set of sustainability guidelines and communicating these effectively to the customer.
USP A bespoke cosmetic range that combines high-quality ingredients with sustainability. The concept is also highly experiential as customers are encouraged to connect with the brand via a mix of unique store interactions.
Values • Give customers back time to spend on things that stimulate their minds by reducing the time and effort that goes into purchasing and applying cosmetics. • Guide customers through purchases to help them make informed choices so that their makeup collection meets their specific needs. • Reduce buyers’ guilt by creating a conscious product range that is kinder to the environment and kinder to one’s self. • Enforce transparency by sharing our working practises and the elements that make up our products, to build a more authentic relationship with our customers.
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B.E.A.M bettering environment and mind
