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.

Phase Two