Fashion Marketing- Final Major Project by Molly Winter

B.E.A.M BETTERING ENVIRONMENT AND MIND

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Figure 1: Sunflower face

CONTENTS 4

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1: Introduction to brand

7 who, what, why?

8 mission statement 11 philosophy 12 brand values 13 verbal brand 14 visual brand 16 how it works 19 business model

2: Market Situation 22 the macro environment

24 the micro environment 28 target audience

3: Product Range 36 ingredient properties

38 pricing structure

4: Campaign One: Product Launch Press Day 40 aims and objectives

41 42 46 58 58 59 60

target audience introduction to campaign tactics estimate of the cost expected Results timeline measuring success

5: Campaign Two: B.E.A.Me Social Campaign 63 aims and objectives

64 65 68 71 71 72 73

target audience introduction to campaign tactics estimate of the cost expected Results timeline measuring success

6: Campaign Three: Waste-Free Week Event 76 aims and objectives

77 78 81 89 89 90 92

target audience introduction to campaign tactics estimate of the cost expected Results timeline measuring success

7: 18 Month Timeline 8: Conclucion 9: Appendix 101

creative concept development process 104 key motivations 105 professionalism 107 behind-the-scenes

10: Reference List 11: Figures BETTERING

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1 Introduction to the brand

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Who are we?

What do we do?

Figure 3: Cosmetic Flat Icon

Figure 2: Heart Flat Icon

We are experts in self-care and sustainability who offer entirely waste-free makeup alternatives to the luxury cosmetic market. B.E.A.M is committed to reducing waste in the environment, the amount of time wasted on purchasing decisions and the product waste in your makeup bag.

We facilitate a waste-free lifestyle by providing a highquality, refined collection of bespoke, refillable cosmetic products. B.E.A.M also champions uplifting instore experiences through an immersive and intimate shopping experience, whereby expert sales advisors carefully imaginatively guide customers through the makeup creation process.

Why do we do it?

Figure 4: Plant Flat Icon

Our goal is to indulge timepoor and conscious customers to allow them to buy less but buy better. By empowering them to make ethically sound purchasing decisions and reducing the levels of stress in their everyday makeup routines B.E.A.M allows customers to regain control of their mind, body and soul.

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MISSION STATEMENT

B.E.A.M aims to streamline the luxury shopping experience and promote a wastefree lifestyle to reduce clutter in customersâ&#x20AC;&#x2122; lives, allowing them to shine a little more brightly...

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Figure 5: Laughing Model

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Figure 6: Makeup tiles

USP B.E.A.M combines a commitment to reducing the cosmetic industryâ&#x20AC;&#x2122;s environmental impact and prioritising mental wellbeing by providing bespoke refillable products comprising of highquality sustainable ingredients and offering an engaging shopping experience through a range of experiential touchpoints.

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PHILOSOPHY

Restore trust by operating transparently and facilitating sounder decisions Regain control of your minds, lives and environment Reconnect with your inner and outer self

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Brand Values 1. Creating waste is secondnature but we don’t get a second nature... B.E.A.M reduces buyers’ guilt by creating a conscious product range that is kinder to the world.

2. Trust is a must... B.E.A.M enforces transparency by sharing our working practices and the elements that make up our products, to build a more authentic customer relationship.

3. Mindful makeup... B.E.A.M gives customers back time to spend on things that stimulate their minds by reducing the time and effort that goes into purchasing and applying cosmetics. 4. Power to empower... B.E.A.M’s makeup experts carefully guide customers through purchases to help them make informed.

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Personality

caring . convenient . conscious . committed . credible

j]; d a [ te. a n o i c Pass usiasti h le • ent ledgeab w • kno rtive e • ass dj]; a [ ic. t n e Auth ful p • hel st e • hon ere c •sin oachable r •app ndable e •dep le b •hum

Tone of Voice

Figure 7: Typewriter

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VISUAL BRAND

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Logo and Tagline

B.E.A.M BETTERING ENVIRONMENT AND MIND

LOGO AND TITLE FONT NOUVELLE VAGUE: CAPS

Fonts

Heading Font Merriweather: bold italic Paragraph Font Courier New: bold italic

Patterns

Colour Palette

PANTONE

166-11

179-7

21-5

49-9

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HOW IT WORKS Shopping B.E.A.M products can either be purchased in-store or online in three swift steps.

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First, a colour matching and formula consultation is carried out to determine the perfect combination of ingredients. This can be done face-to-face in one of our shops or via our 12-hour online video or live chat service. Once finished customers will receive a unique barcode that will store the formula details to allow for ease of repurchase.

Figure 8: Blend

Next customers are invited to create their bespoke refill product packaging design using B.E.A.Mâ&#x20AC;&#x2122;s pattern creator software. The packaging will then be 3D-printed in-store or at the Birmingham warehouse. Finally, the makeup blend is inserted into the packaging and is ready to use. Once the product has been used up, customers can obtain product refills and a packaging sterilisation service in-store. Alternatively if ordering online we offer a free-post label to allow customers to send their compacts back to the warehouse where the compacts will be refilled and sterilised before being returned to your front door.

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Figure 9 & 10: Bronzer

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Figure 11: Truck Flaticon

Shipping Express shipping: £5.99 (free for purchases of the full capsule bundle or orders over £260) Standard shipping (3-4 working days): £3.50 (free on orders over £50)

Figure 12: Parcel Flaticon

Shunning If your order isn’t quite right we offer free returns. We implement a paperless policy so returns can be processed online in accordance with the 30-day money-back guarantee.

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Our People B.E.A.M promises to pay all employees a fair wage and a FairTrade certification also guarantees that our small scale producers are being treated equally as fairly. We deploy a soft HR policy including generous staff discounts, flexible working hours and childcare vouchers to ensure that our staff feel as valued as possible. Each cosmetic consultant is also trained to provide mindfulness classes so that they can provide expert lifestyle advice as well as cosmetic help to allow you to regain control of your body and mind.

Our Products All of our products are waterless and Blue Angel and PETA cruelty-free certified, demonstrating our commitment to protecting the environment. We believe our products should not cause any harm to the earth or customers therefore, our ingredients are 100% vegan, paraben-free and GMO-free. Each product in our range also contains natural self-preserving ingredients to increase its shelf life without damaging your skin with harsh chemicals or harming the planet. Every single product goes through a rigorous quality test before it reaches the shelves (note. the products that are not up to scratch are not wasted and are instead sold at a discounted rate at sample sales). Our packaging is equally as ethically sound as each compact is comprised of infinitely-recyclable aluminium and recyclable plastic and our online orders arrive in minimally packaged, compostable boxes.

Our Practises B.E.A.M aims to reduce waste across all of our operations, for example in head office we keep water usage to a minimum, use energy saving devices and provide reusable water bottles. We provide AI smart mirrors in-stores to allow customers to test makeup looks prior to purchase to avoid unnecessary purchases and use 3D printing technology to produce our compacts. This allows us to base production on exact demand, which avoids being left with surplus stock. The distribution of our products is in line with our core ethical values as we use Blockchain technology to ensure transparency along the supply chain, we use electric vehicles to transport good and make our products in the UK to further reduce transport emissions. Donâ&#x20AC;&#x2122;t believe us? Check out our Carbon Neutral certification. 18

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BUSINESS MODEL

Page

Figure Figure Figure Figure Figure Figure Figure Figure Figure

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Factory Flat Icon Door Flat Icon Shop Flat Icon Review Flat Icon Website Flat Icon Shopping Flat Icon Discussion Flat Icon Instagram Flat Icon Office Flat Icon

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Warehouse: based in Birmingham, product

Return to warehouse

manufacturing, order fulfilment

Ship to store

Deliver orders

Return online order or Return for sterilisation In-store consultation and barcode generation Home Delivery

Customer Reviews

Word-of-mouth

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Online Pucrhase

Head Office: market research, in-house marketing communications, customer care

Brand Engagement

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2 Market Situation

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The Macro Environment: a two-fold issue... 1. Environmental A growing interest in the climate change crisis has been witnessed, for example, The Extinction Rebellion campaign gained traction in 2019 which worked towards greater government transparency in relation to the “climate and ecological emergency” (The Guardian, 2019). Other pressure groups such as Zero Waste Scotland have also urged the government to enforce changes such as limiting the use of “all needless singleuse items” (Allardyce, 2019). This sustainability shift has even trickled up to conglomerates as Unilever pledged to half “its use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tonnes” (Unilever, 2019). Overall businesses and consumers are innately more environmentally conscious and are making commitments to reducing waste and their carbon footprint.

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Crystals

2. Social

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There has been a rise in levels of anxiety in society as their everyday lives become more hectic and they find it more difficult to balance their workloads: “a total of 12.8 million working days were lost because of workrelated stress, anxiety and depression in 201819” (Palmer, 2019). This negative effect on mental health has meant that consumers are searching for ways to achieve better mental and physical wellbeing. As a result millennials, Gen Xers and Gen Z are having a spiritual awakening by “embracing more spiritual beliefs and practices like tarot, astrology, meditation, energy healing and crystals” (Roy, 2019). In summary, people are seeking to indulge themselves in products that uplift them but are looking to spend less time and energy on finding these products due to their timepoor lives.

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The Micro Environment: The Beauty Industry

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Inclusive

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Inclusive

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1. Trend: Inclusivity B.E.A.M’s Solution: Product personalisation and tailored in-store mindfulness sessions WGSN noted that beauty brands must “make products more inclusive, tailoring them to a more diverse range of physical and mental needs” (Yee, 2019). Existing trends in the industry include “gender-fluid make-up campaigns and product ranges, to embracing body positivity and celebrating ageing” (Yee, 2019). A large number of products are also discarded “because they don’t work or irritate the skin”, which contributes to excess waste in the environment (Bailey, 2019). Consumers from a diverse range of backgrounds are looking to be recognised by beauty brands so WGSN suggests inviting consumers to contribute to the design process to ensure that the products truly answer their needs (WGSN, no date). 24

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Swatch

2. Trend: Quality over quantity B.E.A.M’s Solution: A bespoke, capsule makeup collection According to Mintel (2019 a) “slow beauty will take over with thoughtfully-crafted products that encourage consumers to pare back routines” and customers will boycott brands that encourage overconsumption. This response is driven by the fact that consumers are increasingly short of time combined with “growing fears around climate change” (Bailey, 2019). Beauty brands need to “streamline products, but offer better formulations featuring higher active ingredients and multiple benefits” (Yee, 2019) to meet this new consumer need. Options include creating personalised, refillable or multifunction products to ensure longevity and reduce waste (Yee, 2019). Figure

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Chanel

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Clock Figure

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3. Trend: Sustainability B.E.A.M’s Solution= Refillable products, conscious ingredients and ethical operations. Consumers now expect brands to be eco-conscious and are “demanding ethical products with less impact on the planet” (Yee, 2019). One focus on sustainability on the beauty industry surrounds the choice and origins of ingredients. Consumers are demanding more transparency about where their products are coming from and their impact so brands are turning to blockchain technology like Provenance, “which provides information on the origin of ingredients and the impact on the environment and society” (Yee, 2019). This helps to build trust along the supply chain. Mintel (2019 a) have suggested that brands must also “feature waste-free claims” in response to sustainability. Consumers have a greater “awareness around packaging waste and overconsumption” (Bailey, 2019). Zero Waste Week reported that “the beauty industry produces 120bn units of packaging a year” (Bailey, 2019) and WGSN (no date) identified a pressure on natural resources as “humans currently use resources 50% faster than they can be regenerated by nature”. This means that beauty brands are now looking to solve this problem by creating environmentally friendly packaging to avoid scrutiny by consumers and give their brand longevity. Brands that are seen to have an ethical purpose and offer a meaningful solution to environmental issues have a superior advantage in the market. However, consumers are now more aware of superficial marketing tactics and are discerning of brands claiming to be ethical. Mintel (2019 a) argue that “transparency and an eco-ethical mission rather than fear marketing” will be a key future beauty trend. In order to gain trust with the consumer, WGSN suggests that brands should “make sure that customers can fact-check your values, and that brand purpose is embedded throughout your entire process and products, from concept to manufacturing and marketing” (WGSN, no date).

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Makeup

Bag

Customer profile

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Demographic: Our brand and products are mainly targeted at female consumers however, B.E.A.M is not directed at a particular age group as luxury cosmetics are “popular among 2554 year-olds” (Social Standards, 2019), demonstrating the need for a multigenerational approach. Each age group will have slightly different needs as the older segment are “more conscious of concerns like sun damage and wrinkles” (Social Standards, 2019) and 54% of consumers aged from between 20-29 are more likely to favour a simplified makeup routine (Mintel, 2019 c). In addition, “prestige cosmetics don’t show a strong skew toward any income level” as high-end beauty products exist as “highly desirable but limited additions” to makeup collections (Social Standards, 2019).

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Women

Geographic: The B.E.A.M customer is UKcentric as research shows that there is a demand for the key elements of our product offering. This geographicallydefined market desire luxury, sustainable, refined and personalised beauty products.

“sales of certified organic and natural beauty products in the UK” have been valued at £86.5m (Soil Association, 2018)

“Prestige/luxury facial skincare accounted for 71% of launches in the UK in 20182 (Mintel, 2019 b)

“57% of shoppers would buy – or boycott – a brand depending on its ethical values” (Walker and Houghton, 2019)

28% of UK women have reduced the number of products in their skincare routine” (Mintel, 2019 c)

“46% of UK consumers are interested in tailored products” (Mintel. 2018)

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Psychographic: Miss Clutterfree Congeniality The B.E.A.M customer is interested in having control and order in their lives and has a passion for physical, emotional and environmental wellbeing. She aims to live sustainably by: • subscribing to a surplus food service to reduce food waste; • owning an allotment to become more self-sufficient; • using public transport to cut down her carbon emissions; • buying clothes that are investment pieces to reduce consumption levels, and; • living a vegan lifestyle to protect the planet.

Figure

This also translates into how she consumes beauty products. She is concerned with the ethical nature of beauty products, as WGSN discovered “60% want beauty companies to advertise where ingredients are sourced” (Yee, 2019). She is also invested in evaluating the authenticity of brands’ claims, for example, “54% of UK beauty and personal care consumers often research products online before they buy them” (Mintel, 2018). This leads to her favouring highly transparent brands and “avoiding brands that refuse to step up” (Bailey, 2019).

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She is committed to minimising waste by scaling back on their level of consumption. Mintel (2019 c) reported that “31% of women who wear make-up are buying colour cosmetics less frequently now compared to last year”. Instead, she is “moving to a more minimal approach, making investments in highquality, high-performing products” (Mintel, 2019 a). As part of this move towards a more waste-free lifestyle, the B.E.A.M customer prefers quality rather than quantity when it comes to beauty products (Yee, 2019). Her “environmentalist mindset”, paired with an interest in self-care means that she also disapproves of “slathering the skin with multiple products” (Bailey, 2019). As a result, this further grounds her conscious approach to beauty consumption. Figure

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Books

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Painting

Yoga

She is also just as concerned with de-cluttering her mind and minimising wasted mental energy. This allows her to prioritise self-progression and general happiness. She is passionate about: • Crystal healing and astrology • Reading self-help books and getting advice from life coaches • Upholding a weekly exercise regime and maintaining a balanced diet • Keeping up with wellness trends via Instagram • Indulging in spa retreats • Broadening her mind by attending art exhibitions

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3 Product Range

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Powdered products:

Bronzer

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Eyeshadow

Eyeshadow Customizable features: • Shade: warm/ cool tones • Pigment: shimmer/ matte • Benefits: anti-aging/ oil control/ moisturising

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Blusher

Ingredients: • Aloe Vera Powder • Titanium Dioxide • Tapioca Starch • Organic Pigments • Mica • Orange Peel Wax • Dioscorea Batatas • Tocopheryl Acetate • Sunflower Wax • Talc • Carnauba Wax • Bambusa Arundinacea Stem Powder • Honeysuckle Flower Extract • Tocopheryl Acetate

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Figure

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Foundation

Skin Products: Figure

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Concealer

Foundation

Customizable features: • Coverage: full/ sheer • Finish: matte/ dewy • Benefits: anti-aging/ oil control/ moisturising/ firming Ingredients: • Evening Primrose • Lavender Oil • Extra Virgin Coconut Oil • Aloe Vera Powder • Candelilla Wax • Mica • Glycerine • Seabuckthorn • Jojoba Oil • Carnauba Wax • Orange Peel Wax • Camellia Sinensis Leaf Extract • Rose Wax • Tocopheryl Acetate • Argan Oil • Dioscorea Batatas Root Extract • Talc • Spilanthes Acmella Flower • Organic Shea Butter Extract

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Figure

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Lipstick

Lipstick: Customizable features: • Coverage: sheer/ full • Finish: matte/ creamy/ glossy • Pigment: simple/ ombre/ shimmer Ingredients: • Kalahari Melon Oil • Brazilian Nut Oil • Candelilla wax • Sunflower Wax • Glycerine • Mica • Castor Seed Oil • Coconut oil • Gardenia Florida Fruit Extract • Camellia Sinensis Leaf Extract • Tocopheryl Acetate Figure Figure

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Mascara Mascara

Tube Brush

Mascara: Customizable features: • Wand shape: volume/ curl/ natural • Shade • Benefits: lengthening/ conditioning Ingredients: • Fresh Wheatgrass Infusion • Carnauba Wax • Stearic Acid • Lavender Oil • Mica • Jojoba Oil • Cetyl Babassuate • Theobroma Grandiflorum Seed Butter • Plantago Lanceolata Leaf Extract • Gardenia Florida Extract

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Ingredient Properties Antimicrobial Lavender Oil / Orange Peel Wax (Lush, no date) Antioxidants

Fresh Wheatgrass Infusion (Elate, no date) / Argan Oil (Lush, no date) / Gardenia Florida Extract / Carnauba Wax / Camellia Sinensis Leaf Extract (Kjaer Weis, no date)

Anti-redness

Evening Primrose / Rose Wax (Lush, no date)

Colourants

Cetyl Babassuate / Mica (Kjaer Weis, no date) / Titanium Dioxide / Organic Pigments (Lush, no date)

Noncomedogenic

Talc / Tapioca Starch / Jojoba Oil (Lush, no date)

Natural Xanthan Gum / Talc (Lush, no date) / Preservatives Gardenia Florida Extract / Honeysuckle Flower Extract (Kjaer Weis, no date) Smoothing

Anti-aging

Seabuckthorn (Elate, no date) / Tapioca Starch (Lush, no date) Spilanthes Acmella Flower Extract / Tocopheryl Acetate / Bambusa Arundinacea Stem Powder / Tocopheryl Acetate / Gardenia Florida Extract (Kjaer Weis, no date)

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Moisturisers

Stearic Acid / Kalahari Melon Oil / Jojoba Oil / Glycerine / Extra Virgin Coconut Oil / Orange Peel Wax / Organic Shea Butter (Lush, no date) / Cetyl Babassuate / Brazilian Nut Oil / Castor Seed Oil (Kjaer Weis, no date)

Protective

Protects against free-radicals: Gardenia Florida Extract (Kjaer Weis, no date) Soothes irritated skin: Aloe Vera Powder (Lush, no date) Barrier to environmental stress: Cetyl Babassuate / Dioscorea Batatas (Kjaer Weis, no date) / Carnauba Wax / Sunflower Wax / Candelilla wax (Lush, no date) Balances sebum production: Jojoba Oil / Talc / Tapioca Starch (Lush, no date) Protects against UV rays: Organic Shea Butter / Carnauba Wax / Theobroma Grandiflorum Seed Butter (Kjaer Weis, no date)

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Pricing Structure

High

Mid

e= l nd t) u b un e l sco u ps di a 0) c 0% 3 l (2 (£ l Fu 60 ll £65 ll fi re )= efi ) £2 r on £35 er £30 i at e ( onz t ( d n tl r ac u b 2) o Price F bot r/ omp 2 £ ( e c & ush & l £52 & l fi Bl 25) re 0)= 25) (£ £55 ler (£3 (£ 5 = e a l t = nce ng efil £4 let Co casi a r 20)= pa & scar (£ and Ma sing dow r e a p a c esh ll fi Ey 0 e 3) r 1 Price w (£ 28 £3 a o ad £10 fill = £ h es e= re 15) y E ad k (£ c i sh pst ng Li casi &

Lowest Price

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4 Campaign One: Product Launch Press Day

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Goal: to secure the largest market share in the luxury waste-free cosmetic market Objective: to obtain a 40% market share by year one Strategy 1: to raise brand awareness Strategy 2: to increase desire for product launch Channels: Press Event / Instagram / Print Media

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Target Audience Fashion-conscious / Indulgent / Glamourous / Trend-led / Ambitious / Busy / Artistic Figure

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This campaign is aimed at the luxury consumer with a deliberative mindset. She is a time-poor professional woman, who like to follow the curve and buy into the next big beauty trends. She appreciates convenience, high-quality design and wants to do her bit to save the planet. However, she is often on-the-go so and turns to social media and reads magazines to keep up-to-date with exciting new brands.

Customer

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Figure

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Poolside

Introduction to campaign: As part of B.E.A.M’s product launch, we plan to invite a select group of beauty editors from target print and digital publications and digital influencers to a night’s stay at a British spa retreat. Once the event has taken place B.E.A.M will pitch for full-page print adverts and product placement at a discounted price. Due to the personal relationships built with key contacts during the press event, it will be easier to secure favourable ongoing press coverage as editors will know the brand more intimately and see it in a better light due to the experiential event. This, in turn, will build hype surrounding the product launch and will encourage a spike in sales. The parts of the press day will be livestreamed and influencer Q&A takeover will feature on B.E.A.M’s Instagram to build hype surrounding the product launch. It will also help build and cement the brandconsumer relationship by inviting B.E.A.M’s audience behind-the-scenes and creating an engaging two-way conversation. After the event, the influencers’ content from the event will be shared on our Instagram to provide sneak peeks of the product range and reinforce the influencers’ brand affiliation in a more organic and authentic manner. By showcasing this naturally earned media, customers will trust the endorsement more.

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Seed Paper Place Setting

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Table

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Event Journey: 12:00pm: Guests will be greeted at Lime Wood Spa Hotel in the New Forest with some welcome cocktails inspired by the natural ingredients in our products such as lavender, orange, honeysuckle and coconut. 12:30pm: Guests check into the hotel and receive their gift boxes. 1:00pm: They will then be invited to a Yoga class on the rooftop herb garden (Lewis and March, 2019). 2:30pm: Lunch will be served by Raw & Cured, the in-house food. They use “quality, seasonal and sustainable” ingredients and all of their meals are guaranteed to use “feelgood-nutrients” (Lime Wood, no date). 3:30 pm: After the meal, B.E.A.M will provide a bespoke makeup creation consultation so that each individual leaves with a full capsule collection. 5:00pm: Guests will be free to roam the spa’s three levels which include a “sauna and indoor Hydro Pool with stunning forest views, a Mud House, a steaming outdoor Hot Pool, eight spacious single treatment rooms and two magnificent double treatment rooms” (Lime Wood, No Date) 7:00pm: Each attendee will be invited to use their experience voucher on one of the spa’s personalised treatments.

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Press Event Tactics: Invites The guest list will include a mix of journalists and influencers. The publications targeted include a mix of niche indie magazines and monthly specialist fashion magazines with a larger circulation. The influencers selected are a range of sustainability activists. Blue Ollis and Jihea Kim are interested in mindfulness and promote stylish, environmentally friendly lifestyle alternatives. Natalie Davies and Ali Clifford appeal to an older audience by showcasing how to make sustainable choices for busy, professional women. Tatler and Harpers Bazaar are well-established monthly magazines with a high-profile reputation in the fashion industry, meaning many consumers have more trust in them. This makes them very favourable magazines for brand endorsement. The average Tatler readers are 42-yearold females and “86% of Tatler readers and Tatler.com users bought premium beauty in the last 12 months” (Conde Nast, 2020). The majority of Harpers Bazaar readers are aged 35-54 and 67.6% have “professional/ managerial jobs” (Hearst Magazines, 2019 a). These readers are ideal potential customers for our high-end products. 46

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The two niche magazines have been chosen as their readers are closely linked to B.E.A.M’s target consumer and the missions of both magazines are in-keeping with B.E.A.M’s brand values. Oh Comely is a bi-monthly creative mindfulness magazine delivering “ideas for mental wellbeing” and their average reader is aged 27 (Oh Comely, no date). Kinfolk “promotes quality of life” through its carefully curated articles covering “home, work, style and culture” (Kinfolk, no date). The magazine is targeted at “25 to 35-yearold creative professionals” who are interested in slow living (Howarth, 2016). By affiliating ourselves with these magazines our products will be shared with people who are most likely to have an interest in B.E.A.M’s range.

Invite printed on lavender seed paper to reflect collection ingredients and waste-free principle BETTERING

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Press Event Tactics: Venue The Herb House Spa in Lyndhurst, Hampshire is “dedicated to natural well-being and inspired by its forest surroundings” (Lime Wood, no date). The spa treatments are tailored to the individual “combining a gently aromatic body scrub, a bespoke full body massage, a skin-specific facial and a relaxing foot massage” (Lime Wood, no date). Figure

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Pool

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Lounge

Garden

This is the perfect retreat for B.E.A.M as the spa’s personalised offering and commitment to rejuvenating the mind and body are in line with our brand values. The natural landscape also ties in with our nature-friendly products and provides an idyllic environment for our guests to unwind and escape from the chaos of the city. As a result, our brand message will be delivered in a memorable way and our guests will feel more valued leading to more positive ongoing relationships and better coverage. 48

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Figure

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Spa

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Press Event Tactics: Gifting • Recycled wrapping paper • Personalised makeup compacts • Spa voucher

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Gifting

Voucher

• Crystal plinthsreinforces wellbeing brand promise • Wild Flowers- links to ingredients e.g lavender, sunflowers, honeysuckle and roses

• Seed Paper Place Settings- ties in with invite • Logo vinyl • Nyetimber English Sparkling Wineemphasises brand’s British heritage • Orange Blossom room spray- links to ingredients Figure

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Crystals

Press Event Tactics: Table Setting BETTERING

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Instagram Tactics: Behind-TheScenes Story Figure

Figure Figure

63: 64:

Event Phone

Table

BETTERING

65:

Eyes

Instagram Tactics: Previews and Countdown Posts .

ENVIRONMENT

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Instagram Tactics: Influencer Q&A takeover Figure

Figure Figure

66: 67:

Event

Instagram Tactics: Livestream

Influencer Livestream

BETTERING

68:

ENVIRONMENT

AND

MIND

Instagram Tactics: User-generated Content

Figure

BETTERING

69:

Wood

ENVIRONMENT

AND

MIND

Print Media Tactics: Product Placement

Figure

70:

Placement

BETTERING

ENVIRONMENT

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MIND

Print Media Tactics: Full Page Averts

Figure

BETTERING

71:

Advert

ENVIRONMENT

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MIND

Figure

BETTERING

72:

Model

ENVIRONMENT

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Estimate of the cost Area

Expense

Venue

Spa Day (includes treatment, use of Spa facilities and lunch)

£920 (50% discount per person due to valuable press exposure for hotel)

(Lime Wood, no date)

One Night Stay

(Lime Wood, no date)

Bouquets

£850 (50% discount per person due to valuable press exposure for hotel) £144

Brand Vinyl

£46.87

(Trade Print, 2020)

Display Plinths

£204

(Anthropologie,

Place Settings

£12.99

(Plantable Seed Paper, no date

Gifting

£1800

Invitations

£12.99

Marketing

Quantity Total Cost

Social Media Graphics

Transport Total

Source

(Appleyard, 2020)

£300

(Plantable Seed Paper, no date) (Indvik, 2019)

Advert Design and Execution

£1000

(Indvik, 2019)

Full page adverts in Oh Comely Full page advert Kinfolk Addison Lee from Head Office to venue

£ 960 (20% discount for good relationship) £ 960 (20% discount for good relationship) £195.50

(Biddiss, R. 2020)

1 1

(Biddiss, R. 2020) (Addison Lee, 2020) £7,406.35

Expected Results: Social • Total • Total • Total • Total • Total

Media Results: Organic Influencer Posts- 12 Organic Influencer Stories- 72 Reach -113.3 k sales from affiliate links: 5,665 increase in followers: 17 k

Print Media Results: • Total Readership- 357,000 • Total Product Placement- 2 • Total Paid Advertisement- 2 • Total increase in sales after coverage: 10,710 Total Sales Lift: 16,375 Total Revenue: £851,500 Gross Profit: £170,300 Return on investment: £162,893.65

2020)

BETTERING

ENVIRONMENT

AND

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Timeline Channel

Week 1

Week 2 Week 3 Research and Development

Event

- Allocate proportion of PR budget to press day - Brainstorm VM concept - Allocate proportion of VM budget to press day - Research venue options - Draft guest list - Order invite - Pitch press day to leadership team - Ask Design team to make invite and save the date prints - Send save the date to guests

- Choose VM theme - Get press day budget signed off by finance team - Draw up budget spreadsheet - Book venue - Confirm presentation of gift - Order brand vinyl - Order gift boxes - Order product for gifting - Draw up contract with influencers

Instagram

- Research competitors’ Instagram launch - Research on-brand influencers

- Draft ideas for - Design feed feed posts posts - Draft ideas for - Design stories stories

Magazines

- Research competitors’ print coverage - Creative concept moodboard for advert

- Get advert design signed off by management - Book model - Book photographer - Book studio

Channel

Week 6 Week 7 Coverage

- Package gifting - Create event schedule and get signed off by leadership - Draw up health and safety plan and risk assessment - Send physical and e-invites - Create music playlist

- Shoot advert - Select advert shots

Week 4

Week 5 Execution

- Follow up email for RSVP and dietary requirements - Order flowers to be delivered morning of event - Book transport to venue - Share temporary Addison Lee account with senior editors - Organise catering with the venue - Brief press team on event itinerary and campaign goals - Create press day pack with design inspirations and product information, and distribute to all key staff - Ensure contract signed by influencers - Send a reminder email day before event - Confirm dress code for team - Draw up timetable for post schedule - Schedule post-press day posts - Post launch countdown - Advertise influencer Q&A

- Arrive at 8:30am to set up dining room before guests arrive - See press day journey - Pack down event space

- Livestream the day - Post behindthe-scenes images - Record influencer Q&A - Take images of product displays for future social media assets

- Edit advert images - Write up press release for product placement pitch

Week 8 Week 9 Monitor Success - Monitor the number of articles with product placement

Event

Instagram

- Repost influencer’s content - Repost journalists’ content - Post teaser images from press day preview

- Post advertising images on feed - Post press coverage highlights on story

Magazines

- Send follow up email to press attendees - Pitch product placement - Obtain quote for full page adverts

- Purchase advert space - Send highresolution advert assets

BETTERING

- Track Instagram engagement through the insights feature including profile visits, story replies, impressions, likes and saves - Monitor click-through ratio to website - Collect comments and direct messages for feedback - Track spikes in sales in relationship to time of coverage

ENVIRONMENT

- Compare follower count to pre and post press day - Check engagement after influencer Q&A - Respond to any negative comments and alter marketing plan accordingly

- Hold focus group to research brand recall and favourability lift

AND

MIND

Measuring success: 1. Measuring brand awareness • The spike in sales should be tracked in relation to the date of the achieved paid and earned press coverage. This will help demonstrate the impact that increased press exposure has on brand awareness. • When looking at the impact of influencers’ input the brand’s follower count post-press day should be compared to the figure the event and subsequent Instagram coverage. • Impressions and engagement with the influencer takeover will be monitored 24 hours after. This will help clarify the direct impact of the collaboration on brand exposure and awareness. • One month after the campaign a focus group will be carried out to research the levels of brand recall and favourability lift. • Google Analytics will help signpost where the customers using B.E.A.M’s website have been directed from. If a lot were from online publications and Instagram then it is clear that the campaign successfully lifted consumers’ brand awareness.

BETTERING

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Measuring success: 2. Measuring product desire • Instagram engagement should be examined through the Insights feature to evaluate the number of profile visits, story replies, likes, saves and impressions-to-interactions ratio. Peaks in engagement should be compared with the content that was released to understand what grabs most of the audience’s attention. • To understand the impact of influencer’s input B.E.A.M must monitor the click-through ratio to the website from affiliate links. This will help signpost the most effective influencers to work with in future by showing whose audience is most interested in our products. • Measurement of traffic to the website will help determine whether the campaign boosted product desire as it demonstrates an increased interest in the brand’s offering. • The event attendees will all be emailed after the event to secure vital feedback about how they felt the event went and any improvements that could be made. This qualitative data will be recorded so that the brand can refer to it to improve future events.

BETTERING

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5 Campaign Two: B.E.A.Me Social Campaign

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Goal: to increase brand recognition in the luxury waste-free cosmetic market Objective: to grow Instagram followers to 200k by year one Strategy 1: to generate product interest Strategy 2: to increase brand awareness Channels: YouTube / Instagram / Podcast

BETTERING

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Target Audience Free-spirited / Inquisitive / Optimistic / Body-positive / Emotional / Spiritual / Energetic

Figure

73:

Customer

This campaign targets customers with an implemental mindset. She is determined to live a carefree lifestyle and is dedicated to using her time as wisely as possible. She is very in tune with her emotions and knows when to put herself first. She is passionate about self-love and likes to find ways to make herself and her friends feel confident in their own skin.

BETTERING

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Introduction to campaign: The B.E.A.Me Time campaign is centred on social media. As part of our brand’s waste-free commitment, we believe it is important to show customers how they can save time on their makeup routines to allow them to spend more time doing the things that make them happy. According to Refinery 29 (2014) women “spend approximately 55 minutes per day on hair and makeup”, which equates to “two full weeks of self-pampering per year”. This campaign will therefore show customers how to use their products more effectively via YouTube tutorial videos and Instagram IG TV clips. The videos will demonstrate how to achieve an everyday makeup look using just three products in five minutes. This will help generate product interest by providing engaging content delivered in a unique and easily digestible format for consumers.

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The campaign will then unite B.E.A.M’s customer base by asking customers to share content showing how they have spent the 50 minutes saved from their average time to do something to enhance their mental or physical wellbeing. One winner will be selected to receive a full capsule makeup collection. This will fall under the #BEAMeTime and will help boost brand exposure. B.E.A.M will also share inspirational content under the same hashtag in the form of stories and posts on the main feed. These posts will be called “5,4,3= 50 for me” to link back to the tutorials and reinforce the brand’s commitment to promoting customer happiness. Finally, we will sponsor the A Happy Place podcast hosted by Fearne Cotton. Fearne will promote the products and draw attention to the #BEAMe campaign by sharing her and her guests’ self-care recommendations. This channel is invaluable as the podcast is highly on-brand due to its focus on mindfulness, which means provides “a built-in, loyal audience” (Prinzivalli, 2018). Customers also perceive the host’s opinions to be more authentic due to the intimacy of the medium, so product recommendations are more trusted. This will therefore simultaneously promote product interest and increase brand exposure.

BETTERING

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Figure

BETTERING

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74:

Bath

YouTube Tactics: Brand Philosophy

Brand Philosophy

Figure

75:

Mac

YouTube Tactics: Makeup Tutorial

Figure

76:

BETTERING

Tutoral

ENVIRONMENT

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MIND

Instagram Tactics: Tutorial IG TV Figure

77:

Self-care

Instagram Tactics: User-Generated Post Instagram Tactics: Inspiration Story BETTERING

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Podcast Tactics: Happy Place Sponsorship Figure

79:

Speech

Fearne: Weâ&#x20AC;&#x2122;ve teamed up with B.E.A.M for their BEAMe campaign to share our top self-care tips with you. How do you take time for yourself?

Figure

81:

80:

78:

Podcast

Fearne

Megan

Megan: I love to put on some Dua Lipa and dance about in my pajamas. 70

Figure

BETTERING

Figure

82:

Katie

Figure

Katie: I run myself a big bubble bath and watch old episodes of Friends. .

ENVIRONMENT

83:

Catherine

Catherine: I find baking comforting, my go-to recipe is a classic bakewell tart. AND

MIND

Estimate of the cost Area

Expense

Quantity Total Cost

Podcast

15 second pre-roll sponsorship of a Happy Place Podcast

£2130.44 (£14 per 1000 listeners)

(Jenkins, 2019) (Chartable, no date)

Marketing

Gifting

£208

YouTube video editing

£2,880

(Gwilliam, 2019)

Studio for half day

£960

(Gwilliam, 2019)

£300

(Indvik, 2019)

Social Media Graphics

Source

Total

£6478.44

Expected Results: Social Media Results: • Total user-generated Posts- 5,000 • Total user-generated Reach- 1.5 M • Average likes per post- 2,500 • Total increase in followers: 150 k • Total sales from swipe-up link: 7,000 YouTube Results: • Total reach- 20,000 • Percentage increase in subscribers- 600% • Total click-through to website- 3000 • Total sales- 1,200 Podcast Results: • Total listeners- 152,000 • Total increase in sales after coverage:

15,000

Total Sales Lift: 23,200 Total Revenue: £1,160,000 Gross Profit: £928,000 Return on investment: £921,521.56

BETTERING

ENVIRONMENT

AND

MIND

Timeline Channel

Week 1 Week 2 Week 3 Research and Development

YouTube

- Plan YouTube ideas - Pitch ideas to senior leadership - Secure video budget - Get quotes for nearby studios - Create YouTube channel - Order products to use for videos - Book studio

Instagram

- Researching competitorsâ&#x20AC;&#x2122; Instagram campaigns - Plan potential crosschannel campaign ideas - Pitch ideas to leadership team - Secure marketing budget

Podcast

- Get budget signed off for advertising - Research brand-appropriate podcast - Research the audienceâ&#x20AC;&#x2122;s preferred podcasts

Channel

Week 5

- Create script and objectives for videos - Book model - Create moodboard for creative direction - Liaise with videographer to confirm shot types - Create time-sheet for shoot day and send round to modelling agency, videographer and B.E.A.M marketing team members - Plan posts and stories - Draw out social media calendar - Choose hashtag and campaign name - Graphic designers to create posts

- Get quote for podcast sponsorship - Write podcast script

Week 6 Execution

- Shoot videos - Send unedited footage to producer with outline of style and objectives for the final piece - Review edited videos and send amendments - Confirm final versions

- Upload videos on YouTube (three days apart) - Include links to website and campaign hashtag - Ensure SEO has been considered

- Create IG TV from YouTube video content - Send amendments to graphic designers - Confirm final output - Create drafts and schedule posts around peak audience interaction times - Record podcast audio - Edit audio - Confirm

- Post IG TV - Launch hashtag - Inspiration post on story - Introduce competition

Week 7

-Respond to comments - Direct to Instagram competition

YouTube

- Self-care and mindfulness posts on feed

- Repost usergenerated content -Share podcast selfcare recommendation on story

- Repost user-generated content - Self-care and mindfulness posts on feed - Announce competition winner

Podcast

- Roll out sponsored clip - Fearne Cotton to mention her first selfcare recommendation

- Second self-care recommendation

-Third self-care recommendation

BETTERING

Week 8 Monitor Success - Track number of website visits from YouTube link - Review comments, likes/ dislikes and number of views - Check for spikes in subscribers

Instagram

Week 4 Execution

ENVIRONMENT

AND

-Record number of usergenerated posts - Compare follower count to before and after campaign -Track number of comments and direct messages - Monitor sales through swipeup links - Compare peaks in sales with time of posted content - Check profile visits, likes, saves and impressions-tointeractions ratio -Track sales in relation to time of advert roll out - Monitor peaks in website traffic and social media profile impressions - Check for increased footfall around time of advert launch

MIND

Measuring success: 1. Measuring product interest • When looking at the level of interest generated by YouTube content, Google Analytics should be used to track the number of website visits stemming from the YouTube link. • The comments section should be monitored to understand how positively the audience are receiving the brand, products and content from the YouTube channel. • The likes to dislikes ratio, number of views and watch time on each YouTube video are good indicators of the level of interest surrounding the products and brand. • The number of sales from the swipe up links on Instagram should be noted as this clearly shows how successful the campaign has been in boosting product interest and encouraging sales. • Instagram comments and direct messages should also be collected as feedback to illustrate the products most enquired about and the content that generated the most positive engagement. • Google Analytics can also be used to check the amount of increased traffic as a result of the podcast sponsorship by monitoring and the conversion rate in relation to the traffic.

BETTERING

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Measuring success: 2. Measuring brand awareness • Brand awareness can be measured by checking for increased footfall over the course of the campaign and in-store sales staff can ask customers how they first heard of the brand. This will help pinpoint the most successful channel for promoting the brand. • The number of Instagram profile impressions and website traffic should be monitored for peaks to determine whether the podcast sponsorship directly impacted brand awareness. • The numbers of subscribers to the YouTube channel should be recorded to see the increase in audience numbers and therefore the increased level in brand awareness. • On Instagram the amount of user-generated posts must be noted and the number of followers per user, this will show how much exposure the brand will have gained through competition participation. • The follower count should be compared before and after campaign and peaks in profile visits, likes, saves and the impressions-to-interactions ratio should be followed throughout the campaign to monitor the engagement created through the posted content, and in turn the increased brand awareness.

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Campaign Three: Waste-Free Week Event

BETTERING

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Goal: to cement brand

loyalty

Objective: to increase instore footfall by 300% during the event week Strategy 1: to increase product desire Strategy 2: to increase instore sales Channels: Instagram/ Direct Marketing/ Advertising/ Event/ Visual Merchandising/ Personal Selling

BETTERING

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Target Audience Self-aware / Caring / Curious / Gentle / Creative / Intelligent / Sociable Figure

85:

Camper

Van

Figure 86: Champagne

The customer this campaign is aimed at has both an exploratory and hedonic mindset. She looks for stimulating experiences to immerse herself in and broaden her mind. She has a keen interest in sustainability and likes to educate herself on how to care for the planet in the best way possible. She also likes to meet and socialise with new people who share her same passion for ethics and selfimprovement. Figure

BETTERING

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84:

AND

Reading

MIND

Introduction to campaign:

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Zero-waste week takes place from 7th â&#x20AC;&#x201C; 13th September every year so to promote the important campaign B.E.A.M will host a week of instore events in the flagship store all linking to the waste-free elements tied to the brand. The capacity will be 60 people per day and the week of events will include a combination of mindful talks and classes covering sustainability, self-care and time-management. The experiential offering will act as an incentive for customers to enter the store facilitating potential sales opportunities; the immersive aspect will help communicate the brandâ&#x20AC;&#x2122;s waste-free promise in an engaging manner, and; the intimacy of the events will enhance consumerbrand relationship leading to brand loyalty. The event will be advertised via a range of channels including an Instagram story countdown, personalised email invitations, flyers at the point-of-sale in-store, easel adverts placed around the shop and a guerrilla advert. The guerrilla advert will consist of clean graffiti on derelict buildings around the town centre. This method involves using a stencil and power washer to create a graphic on a dirty surface. This will act as a suitable advertising technique as it is waste-free and will generate hype around the event. The direct advertising will also help us connect more personally with our audience and will make them feel more valued, thus encouraging attendance.

Figure

87:

BETTERING

Store

ENVIRONMENT

AND

MIND

Figure

88:

Store

During the event week sales staff will be briefed on personal selling to cope with the enhanced footfall and secure as many sales as possible, attendees will also receive a 10% off voucher in to encourage sales further. Each day the talk or class will be livestreamed on the Instagram story to further promote the event and share the excitement with customers that are not able to get involved. This will help us remain connected with our full customer base and avoid alienating people. The visual merchandising behind the event will also incorporate upcycled secondhand furniture and repurposed items to stay true to the waste-free focal point.

BETTERING

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Event Tactics: Daily Plan Day 1-Monday 7th September 2pm Weeds for Hormonal Wellbeing Talk with Natasha Richardson @foragebotanicals

Natasha is a trained herbalist with over 10 years of experience. She will deliver a lesson on how to forage plants usually considered to be weeds and use them to create natural remedies to treat “period problems like pain and heavy flow” (Rushton, 2020 a, p7). Day 2- Tuesday 8th September 4pm Visible Mending Class with Constance Eyre @savingthreads

Constance takes a stand against fast fashion by demonstrating how old worn-out clothes can be adapted and turned into something beautiful again. She will demonstrate several visible mending techniques including hand embroidery, weaving and sashiko stitching (Rushton, 2020 b). Day 3- Wednesday 9th September 1pm Q&A with Eve Rodsky, Author of Fair Play: A Game-Changing Solution for When You Have Too Much to Do (and More Life to Live) @everodsky

Eve is an expert in organizational management and uses her knowledge to advise individuals on the issue of how to achieve a good work-life balance. She also helps couples readjust their lives to bring “balance, efficiency, and peace in their home” (Rodsky, no date). Eve will answer any questions surrounding time-management and organisation.

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Day 4- Thursday 10th September 4pm Waste-free Cooking Class with Malou Herkes @malouherkes

Food writer Malou Herkes will share her top waste-free recipes that can be easily replicated at home. She will demonstrate how to get the most out of leftovers, how to eat seasonally, how to preserve and how to be resourceful with store-cupboard ingredients (Herkes and Bell, 2020). Day 5- Friday 11th September 2pm Upcycling Furniture Lesson with Kirstie Allsopp @kirstiemallsopp

Kirstie is a popular TV host and has a fantastic reputation in the world of handmade home furnishings (Hunt, 2019). She will share some simple and effective ways to bring a new lease of life to several pieces of drab furniture including an old side table, a tiredlooking lamp and an armchair. Day 6- Saturday 12th September 1pm Crystal formations with Mikala Grante @missmiiika

Mikala is an art director and writer for mindfulness magazine, Oh Comely, and has vast knowledge on the healing properties of crystals (Grante, 2016). She will give a lesson on the background of fourteen core rocks to help the audience determine the most suitable crystals for their personal collections. Day 7- Sunday 13th September 3pm Astrology readings with Juliana McCarthy @julianamccarthy

Juliana McCarthy is author of The Stars Within You: A Modern Guide to Astrology. She aims to make astrology accessible to everyone and bring people a sense of confidence. She will provide one-to-one astrology readings and provide insights into how the audienceâ&#x20AC;&#x2122;s emotions and relationships may be affected in the months ahead (Borrelli-Persson, 2018).

BETTERING

ENVIRONMENT

AND

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Event Tactics: Voucher & E-ticket

Figure

BETTERING

89:

Barcode

ENVIRONMENT

AND

MIND

Direct Marketing Tactic: Personalised Email Invite

Figure

90:

Face

BETTERING

ENVIRONMENT

AND

MIND

Figure

91:

Sales

Advisor

Personal Selling Tactic: Trained Sales Staff

Figure Figure Figure Figure

92: 93: 94: 95:

Tiles Furniture Neon Lights

Visual Merchandising Tactic: Event Space BETTERING

ENVIRONMENT

AND

MIND

Instagram Tactics: Countdown Stories Figure

96:

Live

Instagram Tactics: Livestream

BETTERING

ENVIRONMENT

AND

MIND

Figure

97:

Wall

Advert Tactics: Flyer Ad

Advert Tactics: Guerilla Ad

BETTERING

ENVIRONMENT

AND

MIND

Advert Tactics: Easel Ad

Figure

BETTERING

ENVIRONMENT

98:Easel

AND

MIND

Estimate of the cost Area VM

Expense

Marketing

Quantity Total Cost

PA system hire

£99

(Pro Event, no date)

Event graphic

£46.87

(Trade Print, 2020)

Staging hire

£700

(Sound Stage One, no date)

Second hand arm chairs from Freecycle Second hand coffee table from Freecycle Benches from Freecycle

£0

(Freecycle, no date)

£0

(Freecycle, no date)

£0

(Freecycle, no date)

Lighting hire

£25

(Pro Event, no date)

Flower arrangements

£144

(Appleyard, 2020)

Projector hire

£156

(Just Projectors, no date)

Camera and tripod hire

£82

(Hire A Camera, no date)

Digital voucher design

£50

(Indvik, 2019)

£389.70

Seed Paper Flyers

300 10

£150

(Plantable Seed Paper, no date) (Indvik, 2019)

Power washer and stencil Email invitation design

£160

(HSS Hire, no date)

£50

(Indvik, 2019)

Easel adverts

£176

(Sign Holders, 2020)

Trains from London to Manchester for guests Fee for guest speakers

£138.60

(The Trainline, 2020)

£5,600

Social Media Graphics

Transport Guests Total

Source

£7,967.17

Expected Results: Event Results: • Total e-ticket sales- 420 • Total sales using event voucher- 315 • Increased footfall- 300% • Conversion rate- 65% Social • Total • Total • Total • Total

Media Results: livestream views- 1,400 user-generated posts/ stories- 200 Reach -120 k e-ticket sales through Instagram link- 100

Direct Marketing Results: • Email click-through to e-ticket- 50% • Total e-ticket sign ups through email-

152

Advertising Results: • Total earned press coverage- 8 articles • Total e-ticket sales through flyer/easel adverts- 168 Total Sales Lift over event period: 1,120 Total Revenue: £56,500 Gross Profit: £45,200 Return on investment: £37,233 BETTERING

ENVIRONMENT

AND

MIND

Timeline Channel Event

Week 1

Week 2 Week 3 Research and Development

- Investigate Zero-waste Week - Brainstorm plan for each day - Pitch event week to leadership team - Allocate marketing budget to event - Brainstorm VM concept - Allocate proportion of VM budget to event week

- Draw up budget spreadsheet - Investigate venue capacity for flagship store - Reach out to speakers

- Draw up contract with speakers - Design e-tickets - Discuss fee with speakers

- Confirm guests - Book transport for guests - Create day-by-day plan for event

- Choose VM theme - Create floor plan for VM design - Create checklist for furniture needed

- Design event vinyl - Quotes for PA system hire - Quotes for stage hire - Research furniture options on freecycle

- Order event vinyl - Order PA system - Order stage - Quotes for lighting hire - Quotes for camera hire - Quotes for projector hire

- Design countdown stories - Draw up timetable for post schedule - Design easel adverts - Research disused/ vacant buildings in city centre for clean graffiti

- Post introduction to event on story

- Design save the date email template

- Send save the date email out - Design full e-invite template

Instagram Adverts

- Allocate advertising budget to event - Brainstorm advertising concepts - Research competitorsâ&#x20AC;&#x2122; adverts

- Pitch plan to senior management - Buy power hose - Design guerrilla ad template

Personal Selling Direct Marketing Channel

Week 4

- Order easel adverts - Create clean graffitti - Design flyers

Week 5 Week 6 Week 7 Research and Development

Week 8 Execution

Event

- Create event schedule and get signed off by leadership - Design voucher - Ensure speakers will agree to bring the relevant equipment with them

-Draw up health and safety plan and risk assessment - Ensure contract signed by speakers - Allocate additional stock to store

- Send a reminder email to speakers - Sound check - Check recording equipment

- Hand out vouchers - Scan e-tickets -Introduce guest speakers - Film closeups of speakerâ&#x20AC;&#x2122;s demonstrations

- Order lighting - Order camera - Order projector - Check measurements of furniture in relation to stage size and capacity - Post countdown story

- Send reminder email for PA system, lighting, stage and camera hire - Book van to pick up arm chairs, coffee table and benches - Post countdown story - Post event schedule story

- Order flowers to be delivered morning of event - Set up stage night before event

- Place event vinyl for backdrop - Arrange flowers - Place furniture in place

- Post countdown story - Post FAQs on story

- Post daily schedule on story - Post livestream reminder story - Livestream event - Answer questions on livestream

- Print flyers with e-ticket link - Distribute flyers to store - Distribute easel adverts to store - Brief staff on event outline to advertise event in-store - Confirm store manager to host event

- Place flyers at point of sale - Place easel adverts around the store - Staff to hand out flyer with every purchase - Day training with store manager to improve hosting skills

- Brief staff on how to upsell and handle increased footfall - Create day-by-day event pack with key information and distribute to store staff

- Manager host the event - Sales staff scan tickets and interact with guests - Sales staff personal selling to encourage sales

- Send e-invites with link to e-tickets

- Design reminder email template

- Send reminder email

Instagram

Adverts

Personal Selling

Direct Marketing 90

BETTERING

ENVIRONMENT

AND

MIND

Channel

Week 10

Week 9 Monitor Success - Check attendance from e-ticket sales and scanning - Monitor increased footfall - Monitor use of voucher

Event

- Send email after the event to attendees asking to complete satisfaction survey - Monitor press coverage

- Ask attendees to comment on store atmosphere in satisfaction survey

VM Instagram

Adverts

- Number of comments - Number of DMs - Valence of comments and DMs - Amount of reposts - Amount of user-generated content - Number of livestream viewers - Store staff to give feedback on easel and flyer ad engagement - Monitor social media posts of guerrilla ad

Personal Selling

- Record any sales peaks - Record positive in-store verbal customer feedback

Direct Marketing

- Check sales through email link - Check number of click-throughs to website

BETTERING

ENVIRONMENT

- Monitor press coverage of event and guerrilla ad - Ask attendees how they heard of the event on satisfaction survey

AND

MIND

Measuring success: Strategy 1: increase product desire • During the build-up to the event, the number of press articles and social media posts surrounding the guerrilla advert should be monitored. Press coverage of the event itself should also be recorded. This will help to indicate the level of anticipation surrounding the event and increased brand exposure. This coverage will, in turn, lead to an increase in product desire. • A satisfaction survey sent round to the attendees after the event will be a clear indicator of how the event directly impacted their perspective of the brand and desire for the products. • The survey will also cover visual merchandising by asking how attendees emotionally responded to the store atmosphere. This will clarify whether the experiential offering affected product desire. • Instagram Insights will be used to show the valence of DMs and comments, the number of reposts and user-generated content and livestream viewing numbers. These will be useful figures as they will help determine the level of positive responses and engagement created by the event. This will help demonstrate whether the campaign lifted the brand image and in turn boosted product desire.

BETTERING

ENVIRONMENT

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Measuring success: Strategy 2: increase in-store sales • To determine whether the event caused a boost in in-store sales the sales figured for the store should be compared prior to, during and after the event. This will show whether the event was responsible for creating an influx in-store sales. • Sales figures for each event day should also be compared to understand which particular event was more impactful on store sales. This will inform future marketing decisions by providing insight into customer preferences. • Footfall and conversion rates should be tracked and compared to figures prior to the event week. This will highlight how responsible the campaign is for encouraging customers to enter the store and lead them to make a purchase. • The number of e-ticket scans should be compared to the number of event vouchers used on purchases. This will give an accurate representation of the number of attendees who were compelled to buy an item in-store due to the event promotion incentive. • Finally, the store’s sales staff should record customer feedback over the event week and the subsequent month. By asking customers how they gained knowledge of the brand and how they feel about the brand it will become clear whether the event week had a positive impact on in-store sales.

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18 Month Timeline

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Month 1: Month 2: Month 3: May June July Strategy 1: to raise brand AWARENESS Event

Month 4: Month 5: Month 6: August September October Strategy 2: to increase DESIRE for product launch - Plan press - Execute press day and invite day guests - Build rapport - Book venue with influencers - Create gifting and journalists - Book transport

- Plan store concept

- Order furniture and fixtures for store - Hire decorators

- Decorate stores

- Plan press day VM theme - Order items for press day display

- Dress press day tables and venue

- Design Christmas window display

Instagram - Create Instagram account - Follow key influencers - Moodboard feed and story post ideas

- Create 4 month post schedule timeline - Schedule event countdown posts - Brand philosophy posts - Plan advert concept for launch

- Tease influencer Q&A posts - Tease product preview posts

- Close-up product posts - Store preview posts - Post advert images

- Livestream press day - Behind-thescenes press day posts - Record influencer Q&A

- Repost influencersâ&#x20AC;&#x2122; press day posts -Press coverage stories

-Purchase advert space in key print media for launch images

- Plan and shoot Christmas campaign

Adverts

Personal Selling

- Hire experienced makeup artists for store staff

- Book model, photographer and Studio - Shoot advert and edit shots

- Staff training (teach staff about products and give mindfulness classes)

Direct Marketing

YouTube

Month 7: November Review

- Create YouTube account - Subscribe to on-brand YouTube channels

- Create video schedule timetable

- Send samples to influencers

- Send press releases to key press about new brand

- Shoot, edit and upload meet the founder video

- Shoot, edit and upload product creation video

- Send personalised invites to influencers, journalists and local customers for store opening - Shoot,edit and upload advert behindthe-scenes video

- Shoot, edit and upload store tour video

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- Write up press release for product placement pitch

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Month 8: Month 9: December January Strategy 3: to generate product interest

Month 10: Month 11: February March Strategy 4: to increase brand awareness further

Month 12: April Review

Event

- Dress Christmas windows

Instagram - Create 4 month post schedule timeline - Choose hashtag and campaign name (B.E.A.Me) Adverts

Personal Selling

- Create IG TV from YouTube video content

- Design spring window

- Dress spring windows

- Launch #BEAMe campaign - Mindfulness inspiration stories - Social media competition (user-generated posts)

- Self-care and mindfulness feed posts - Repost usergenerated content - Announce competition winner

Month 13: Month 14: June May Strategy 5: increase product desire - Plan event - Crete event for Zero tickets Waste Week - Secure speakers - Book transport for guests - Moodboard VM concept - Create floor plan for event space design

- Create 4 month post schedule timeline

- Christmas easel adverts - Purchase advert space in key print media for Christmas - Christmas gift set selling - Festive drinks instore

- Roll out clean graffiti guerrilla ad

Direct Marketing

YouTube

Podcast

- Personalised save the date email

- Plan B.E.A.Me campaign tutorial videos - Order products to use for videos - Research on-brand podcasts - Quote for podcast sponsorship

- Shoot, edit - Reply to and upload comments B.E.A.Me campaign tutorial videos

- Record and edit podcast sponsorship audio

- Roll out sponsorship - Podcast creator involved in B.E.A.Me campaign (self-care recommendations)

- Shoot, edit and upload supply chain video

- More self-care recommendations from podcast creator

- Send out press releases for Christmas gift sets - Send Christmas gifts to influencers

- Post event countdown stories

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Month 15:

July

Month 16: Month 17: August September Strategy 6: increase in-store sales

Event

- Create detailed event plan - Allocate additional stock to store - Confirm store for venue VM - Order lighting, camera, brand vinyl and projector for event week - Collect furniture for event - Hire stage and PA system Instagram - Post event schedule details

Adverts

- Event flyers at till point - Easel adverts in store

Personal Selling

- Staff hand out flyers - Staff outline event details

Month 18: October Review

- Waste-free in-store event

- Arrange stage for in-store event

- Post event FAQs story - Post daily schedule stories - Livestream event

- Repost usergenerated content

- Manager host the event - Sales staff upsell

Direct - Personalised Marketing e-invites with ticket link - Personalised reminder email

YouTube

Podcast PR

- Record event highlights

- Send press release about event

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- Upload event highlights video

- Invite journalists to event

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8 Conclusion

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In summary, when considering the overall impact of the marketing strategies it is clear that they successfully reinforce B.E.A.Mâ&#x20AC;&#x2122;s overarching mission statement. Each mini-project is underpinned by an element of waste reduction, be it reducing physical waste or minimising unnecessary mental stress. They are also centred on empowering the customer by boosting their confidence and giving them time and a sense of control back into their lives. By keeping the objectives of each mini-project SMART and at the forefront during the planning process, the subsequent marketing strategies and tactics were carefully thought out to ensure that the objectives could be met. This meant that on a micro-level each project was financially sound as all three campaigns were profitable and led to a substantial return on investment. By raising brand awareness and creating product interest and desire each project met the brand objectives of increasing in-store footfall, Instagram followers and market share. On a macro level, the marketing campaigns have beneficial social, cultural and environmental impacts. The Waste Free Event Week campaign directly promotes a zero waste lifestyle and helps minimise work-related stress through an immersive experiential offering; The B.E.A.Me campaign encourages mental wellbeing by rethinking time-management and prioritising self-care, and; the press day promotes a change in purchasing behaviour by endorsing conscious consumption and consideration for ethical brand transparency.

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9 Appendix

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Creative Concept Development Process: one to refresh my memory on my target audience, USP, aim and objectives. I also decided The week two lecture that it would be useful to introduced me to the key look at competitorsâ&#x20AC;&#x2122; campaigns elements to consider when to see how they met the needs building a successful of the target market while marketing campaign. I learnt that creating SMART objectives staying in line with the brand and overarching objectives. is a crucial first step as it allows a brand to clarify what After going back over my they are aiming to achieve semester one work I had and helps ensure that the familiarised myself enough campaign has a relevant point with B.E.A.Mâ&#x20AC;&#x2122;s objectives of focus. Once the objectives again and was ready to start have been set is it important redeveloping the brandâ&#x20AC;&#x2122;s to think about constructing identity. I learnt that brand an appropriate strategy to identity can impact purchasing engage the target customer decisions as it can help to in order to achieve these enhance the emotional appeal objectives. I also found out and justify the rational that I could develop different strategies to target a variety argument. This meant I was of customer segments. The next careful to take my time while developing my brand identity. factor to consider is the I first built the verbal brand marketing channels and these by combining branding theories could be physical or digital from Keller et al (2008) and depending on a number of Wheeler (2017). By combining factors including objectives, customer preferences, branding theories I was able to create a more in-depth verbal brand and product. Finally one must identity and create a more specify exactly what actions are going to be put into place unique brand. The overarching brand philosophy and values under each channel and this falls under the tactics stage. were developed first as these helped to inform the subsequent branding decisions. Having gained a grasp of the Starting with the bigger overall process of creating picture allowed me to create a a marketing campaign I could begin to consider methods that more cohesive brand identity which would resonate more with would be most applicable for consumers. my own brand. In order to do this, I decided to read back over my work from semester BETTERING

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The visual brand reflected the verbal brand. When developing the logo I decided to use an acronym and a metaphor to represent the brand. B.E.A.M stands for bettering environment and mind and the word beam symbolises sunshine and optimism. This seemed like an appropriate brand name as it evokes positivity and links neatly back to the main philosophy which is about empowering people by facilitating better purchases that protect their minds and the world around them. The strapline (bettering environment and mind) was developed to convey the brandâ&#x20AC;&#x2122;s promise and USP in a short and snappy way. By using a memorable descriptive strapline the key aspects of the brand offering can be translated to customers so that their memory of the brand is painted in a positive light and to help them distinguish B.E.A.M from its competitors. The colour palette from last semester (pink, black and white) was altered to become more aligned with the newly defined brand identity. The core colours are now burnt orange, sunny yellow, candy pink and charcoal grey. These warm tones are more summery and evoke an uplifting response to connect to B.E.A.Mâ&#x20AC;&#x2122;s mission statement. The guest lecture from Paul Young in week four was 102

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extremely valuable as he helped me to establish my creative direction. By making me interrogate the core principles of my brand and product offering Paul helped me to define the real core elements that my brand is built on. This was useful as by pushing me to ask deeper questions and think about my brand in a more critical way I realised that B.E.A.M was about speed and slowing down consumerism, improving productivity and reducing guilt. He made is clear that the sustainable aspect to B.E.A.M was secondary to these points as the environmentally friendly benefits of the products were a result of the overarching elements and that those factors were what made the brand really stand apart from competitors. Once Paul had helped me pinpoint the USP it made establishing my creative direction far more natural as I could centre upon notions off mindfulness and brainstorm ways to carry this idea this through in a cohesive manner. As a result, I came up with a more professional set of campaigns. I encountered one of my main challenges at the product development stage. Due to my brand offering makeup products it was important to specify the ingredients that would be included in each product. The environmentally friendly

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nature of my brand also posed a challenge when deciding each ingredient to use. As a consequence, I decided to take what I had learnt from previous research projects and start by investigating the ingredients used by competitors. This farreaching helped me to identify recurring ingredients in each product category, which then allowed me to create my unique combination of ingredients to create appropriate product formulas. I also carried out broader research into industry trends and found that waterless beauty was a major area of interest so I made sure to incorporate this into my product formulas too. This combination of in-depth research helped me to overcome challenges as I was able to efficiently educate myself on a topic I had no prior knowledge of.

(Cameron and Gatewood, 1994). Evoking a reaction like this would be advantageous to B.E.A.M, as I identified in Paul Youngâ&#x20AC;&#x2122;s tutorial session a key component of my band was promoting a slower pace of life and consumption. The final advert imagery was therefore very successful as it is ontrend; creates positive brand associations by inducing an emotional response from customers, and; enriches the brand image by creatively communicating the core brand message.

When it came to forming my portfolio I wanted to make sure I had clear aesthetic vision before starting. This is because I had learnt from past projects that if I had not fully established this prior to starting the layout there was a tendency for the visual presentation to become fragmented or too repetitive. Creating my advert was another In light of this, I created major moment during the an inspiration folder on my creative concept development. Instagram page so that I I took inspiration from could create a moodboard for 1960s retro imagery. This my project. The fact that I is because I had noticed a had access to the moodboard retro revival trend while on my phone gave me greater investigating beauty images flexibility as I could save any on Instagram. By referencing appropriate content on the the past in campaign imagery move and any time of the day. it is possible to evoke a Also as I was curating images sense of nostalgia. I found from social media, the images out that customers often long collected were from a range of for simple halcyon times and sources. This helped me gather are comforted by notions of a wider variety of visual the gentle life of past eras content. As a consequence, it BETTERING

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enabled me to create a more visually interesting creative output. I also chose to use Adobe InDesign and Photoshop to create my portfolio as I wanted to refine my editing skills. As these are commonly used in industry I felt that it was important to practise using the software so that I could confidently create professional documents for an employer. At first, creating the portfolio pages took longer than usual, however, I was patient and committed to the process so that by the end of the project I was far more efficient. This demonstrated to me that dedication was key when developing my ICT skills.

Key Motivations: This project encompasses some of my personal passions and ambition. I am particularly interested in the cosmetics sector but I have an issue with the hugely damaging impacts it has on the environment. This was a major determining factor in leading me to come up with an innovative way of reducing the waste caused by the industry while being careful not to compromise on quality and aesthetic appeal. It was important to me that my makeup products and the 104

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brand had the same luxurious appeal as less environmentally friendly counterparts in order to ensure desirability and encourage changes in purchasing habits. I also care deeply about female empowerment so I wanted to bring this into my campaigns. My social media campaign particularly taps into this as it encourages customers to share their top self-care tips with one another. Social media often gets a bad reputation for exacerbating insecurities and encouraging unhealthy competition between peers so I decided to create a social media campaign that would be uplifting and supportive instead to boost peopleâ&#x20AC;&#x2122;s confidence and create a sense of community. I also made sure to tie my ambition to work in PR in with the project. Having thoroughly enjoyed working as a PR intern during my year in industry I am keen to pursue a job in PR after I graduate. As a result, I wanted to demonstrate the skills I picked up while on placement in this project by planning a press day for the launch of my products. It was very useful as it made me reflect on what I had learnt in practice and refreshed my knowledge of all the aspects that go into delivering a successful press day.

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Professionalism: This project allowed me to work both independently and collaboratively. I was also faced with a number of problems along the way, the main challenge being the Covid-19 situation. This forced me to become more resilient and reconsider ways in which I could work autonomously as well as with others. When social distancing measures were introduced I had not yet created the visual assets for my campaigns, this meant that I could no longer work with models or access the university facilities. As a result, I had to force myself to become more flexible and execute my work to the best of my abilities in the confines of the government guidelines. I decided to look through my phone camera roll to identify images I had personally taken that could be used in my project. I also created some images by setting up scenes within my house. This meant that I could still create some assets using my own images. In the cases that I could not achieve the desired outcome using my own images I used royalty-free photos and manipulated them using Photoshop to create the perfect end result. I also found that communication was very BETTERING

important when faced with Covid-19 challenges. As I could not physically meet tutors or peers I made more use of email and video communication. If a question regarding the project guidelines I made sure to get in touch with a tutor via email promptly. This allowed me to get my question answered more quickly, which allowed me to complete my tasks on time. I also contacted peers from my course regularly to share advice on how to tackle issues that had occurred due to Covid-19. Therefore, despite my initial concerns, I was still able to adapt to the difficult circumstances and work with others effectively. Prior to Covid-19 I also demonstrated professional independent working practises. In order to complete my work in time for the deadline I broke down each area of the project into sections and allocated a week per section. By making myself a timetable to work to I was forced to be more productive in the days I had dedicated to each section. It also meant that I could immerse myself fully in each part of the project separately as my head was not clouded from juggling several elements at once. Another example of successful independent working

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was when I was struggling to find a quote for the cost of a full-page advert a target magazine for my campaign. I used my initiative and emailed the Marketing Manager for the publication and briefly explained my project. Due to my perseverance, I found out the cost of the advert and due to the clear communication of the nature of the work I managed to secure a brand manual for the magazine too. This helped me greatly as I could see how my audience aligned with that of the magazine in more detail. Other instances of collaborative working outside the realms of Covid-19 included when I helped other people with their Final Major Marketing Projects. I helped friends out by modelling for them and featuring on their podcasts for part of their mini-projects. By collaborating in this way I learnt from their working methods and took inspiration from areas that had been particularly successful in their work. This, therefore, helped me execute my campaigns in a more professional manner as I was able to expand my knowledge and open my eyes to new creative practises.

given the task of creating a launch campaign for an existing brand. I worked in a group of four and found it very interesting to see how each person approached the task in a different manner. It made it me appreciate the importance of working to peopleâ&#x20AC;&#x2122;s strengths and how useful delegation was. By dividing up the task to give each person a specific area to focus on we came up with a more in-depth and alltogether more innovative marketing concept. This is an approach I will aim to take forward with me into the workplace. A useful tutorial was in week four with Paul Young as I used his guidance and my fashion marketing peers to serve as a focus group for the selection of my logo. The opinions of everyone in the session were very valuable as Paul was an expert in branding and my course mates had a similar demographic background to my target market.

Seminars and tutorials also allowed me to work with others, in particular, the session in which we were 106

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Behind-the-scenes: Figure

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Figure

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10 Reference List

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Abend, L. 2020. Vanity Fair. [Online]. [Accessed 7 April 2020]. Available from: https://www.vanityfair.com/ style/2020/03/how-kinfolk-magazine-defined-the-millennialaesthetic-and-unraveled-behind-the-scenes Addison Lee. 2020. Addsion Lee. [Online]. [Accessed 7 April 2020]. Available from: https://beta.addisonlee.com/al/ booking/new/car Allardyce, J. 2019. The Times Website. [Online]. [Accessed 3 March 2020]. Available from: https://www.thetimes.co.uk/ article/tackle-throwaway-culture-before-plastics-sayszerowaste-scotland-rwsbbtskq# Anthropologie. 2020. Anthropologie. [Online]. [Accessed 8 April 2020]. Available from: https:// www.anthropologie.com/en-gb/shop/zaire-agate-cheeseboard?color=010&type=REGULAR&size=One%20Size&quantity=1 Appleyard. 2020. Appleyard Flowers. [Online]. [Accessed 8 April 2020]. Available from: https://www.appleyardflowers. com/flowers/wild-flower/purity Bailey, G. 2019. WGSN. [Online]. [Accessed 30 March 2020]. Available from: https://www.wgsn.com/beauty/p/article/83809 Biddis, R. 2020. Email to Molly Winter, 9 April Borrelli-Persson, L. 2018. Vogue. [Online]. [Accessed 26 April 2020]. Available from: https://www.vogue.com/article/ juliana-mccarthy-model-turned-astrologer-on-her-new-book-thestars-within-you Cameron, C and Gatewood, J. 1994. The authentic interior: questing Gemeinschaft in post-industrial society. Human Organization. 53 (1), pp.21-32. Chartable. No Date. Chartable. [Online]. [Accessed 17 April 2020]. Available from: https://chartable.com/podcasts/happyplace Clifford, A. 2020. Instagram. [Online]. [Accessed 8 April 2020]. Available from: https://www.instagram.com/incredibusy/

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HSS Hire. No date. HSS Hire. [Online]. [Accessed 26 April 2020]. Available from: https://www.hss.com/hire/p/super-hotwasher-110v Hunt, A. 2019. Woman and Home. [Online]. [Accessed 26 April 2020]. Available from: https://www.womanandhome.com/life/ news-entertainment/kirstie-allsopp-hack-clothes-wardrobeclean-325540/ Jenkins, S. 2019. The UK Domain. [Online]. [Accessed 17 April 2020]. Available from: https://www.theukdomain.uk/how-tomonetise-your-podcast-by-attracting-sponsorship/ Just Projectors. No date. Just Projectors. [Online]. [Accessed 26 April 2020]. Available from: https://www. projectors.co.uk/other-services/projector-hire/short-throwprojector-hire/ Keller, K,. ApĂŠria, T. and Georgson, M. 2008. Strategic brand management: A European perspective. Pearson Education. Kim, J. 2020. Instagram. [Online]. [Accessed 8 April 2020]. Available from: https://www.instagram.com/ecolifechoices/ Kjaer Weis. No date. Kjaer Weis. [Online]. [Accessed 3 March 2020]. Available from: https://kjaerweis.com/about/ ingredients Lewis, C and March, B. 2019. Harpers Bazaar. [Online]. [Accessed 7 April 2020]. Available from: https://www. harpersbazaar.com/uk/beauty/spas-salons/g33216/the-uks-bestspa-hotels/ Lime Wood. No Date. Lime Wood Hotel. [Online]. [Accessed 7 April 2020]. Available from: https://www.limewoodhotel.co.uk/ Lush. No date. Lush. [Online]. [Accessed 3 March 2020]. Available from: https://uk.lush.com/ Mazzone, D. 2014. Refinery 29. [Online]. [Accessed 15 April 2020]. Available from: https://www.refinery29.com/enus/2014/02/63501/women-beauty-routines-time-survey Mintel. 2019 a. Mintel. [Online]. [Accessed 1 April 2020]. Available from: https://www.mintel.com/beauty-trends 114

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Mintel. 2019 b. Mintel. [Online]. [Accessed 1 April 2020]. Available from: https://www.mintel.com/press-centre/beautyand-personal-care/the-trends-driving-growth-in-the-uk-beautymarket Mintel. 2019 c. Mintel. [Online]. [Accessed 1 April 2020]. Available from: https://www.mintel.com/press-centre/beautyand-personal-care/28-of-uk-women-have-reduced-the-number-ofproducts-in-their-skincare-routine Oh Comely. No Date. Oh Comely Website. [Online]. [Accessed 8 April 2020]. Available from: http://ohcomely.co.uk/magazine Ollis, B. 2020. Instagram. [Online]. [Accessed 8 April 2020]. Available from: https://www.instagram.com/blueollis/ Palmer, S. 2019. People Management Website. [Online]. [Accessed 3 March 2020]. Available from: https://www. peoplemanagement.co.uk/news/articles/12-million-working-dayslost-towork-related-mental-health-conditions Plantable Seed Paper. No date. Plantable Seed Paper. [Online]. [Accessed 8 April 2020]. Available from: https:// plantableseedpaper.co.uk/shop/10-sheets-a5-plantable-flowerseed-paper/ Prinzivalli, L. 2018. Glossy. [Online]. [Accessed 17 April 2020]. Available from: https://www.glossy.co/platform-effect/ why-wellness-brands-are-betting-on-podcast-ads Pro Event. No Date. Pro Event. [Online]. [Accessed 26 April 2020]. Available from: http://pro-event.co.uk/equipmenthire/pa-system-hire-cambridge/ Rodsky, E. No date. Eve Rodsky. [Online]. [Accessed 26 April 2020]. Available from: https://www.everodsky.com/about-eve Roy, J. 2019. Los Angeles Times Website. [Online]. [Accessed 3 March 2020]. Available from: https://www. latimes.com/health/la-he-millennials-religion-zodiac-tarotcrystalsastrology-20190710-story.html Rushton, E. 2020 a. The Woman Who Uses Weeds to Support Hormonal Wellbeing. Oh Comely. 1 (52), p7

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Rushton, E. 2020 b. The Woman Sparking a Movement in Visible Mending. Oh Comely. 1 (52) Sign Holders. 2020. Sign Holders. [Online]. [Accessed 26 April 2020]. Available from: https://www.sign-holders.co.uk/ floor-stands-and-easels/display-easels.html Social Standards. 2019. Social Standards. [Online]. [Accessed 3 March 2020]. Available from: https://www.socialstandards. com/blog/cosmetics-consumer-demographics Soil Association. 2018. Soil Association. [Online]. [Accessed 3 March 2020]. Available from: https://www.soilassociation. org/media/18023/soil-association-organic-beauty-andwellbeing-report.pdf Sound Stage One. No Date. Sound Stage One. [Online]. [Accessed 26 April 2020]. Available from: http://www. soundstageone.co.uk/stage-hire-prices/ The Guardian. 2019. The Guardian Website. [Online]. [Accessed 3 March 2020]. Available from: https://www.theguardian.com/ environment/2019/oct/07/four-teenage-girls-among-30arrestedin-sydney-climate-protests Trade Print. 2020. Trade Print. [Online]. [Accessed 8 April 2020]. Available from: https://www.tradeprint.co.uk/vinylgraphics/window-stickers?Material=MonometricGlossAdhesiveViny l&Size=500x1000mm&Quantity=5&Service=Standard Trainline. No Date. Trainline. [Online]. [Accessed 26 April 2020]. Available from: https://www.thetrainline.com/ Unilever. 2019. Unilever website. [Online]. [Accessed 3 March 2020]. Available from: https://www.unilever.co.uk/news/pressreleases/2019/unilever-announces-ambitious-newcommitmentsfor-a-waste-free-world.html Walker, D and Houghton, L. 2019. LSN Global. [Online]. [Accessed 3 March 2020]. Available from: https://www. lsnglobal.com/beauty/article/23605/refined-refillables WGSN. No date. Future Innovations 2021. Lecture materials distributed in DESN3370 Fashion Marketing Major Project â&#x20AC;&#x201C; Realisation. University of Leeds 116

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Wheeler, A. 2017. Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons. Yee, T. 2019. WGSN. [Online]. [Accessed 30 March 2020]. Available from: https://www.wgsn.com/beauty/p/article/85381

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11 Figures

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Figure 1: Resly, J. No Date. Sunflower Face (adapted). [Online]. [Accessed 20 February 2020]. Available from: https://unsplash.com/photos/_H5Tnj7e1hc Figure 2: Freepik. No Date. Heart Flat Icon. [Online]. [Accessed 27 March 2020]. Available from: https://www.flaticon.com/free-icon/ heart_1692130?term=heart&page=1&position=36 Figure 3: Freepik. No Date. Cosmetic Flat Icon. [Online]. [Accessed 27 March 2020]. Available from: https://www.flaticon.com/free-icon/ makeup_2737434?term=makeup&page=1&position=10 Figure 4: Freepik. No Date. Plant Flat Icon. [Online]. [Accessed 27 March 2020]. Available from: https://www.flaticon.com/free-icon/ charity_2731860?term=Charity&page=1&position=3 Figure 5: Carpenter, K. No Date. Laughing Model(adapted). [Online]. [Accessed 27 March 2020]. Available from: https:// unsplash.com/photos/IHIgnhLvz5Q Figure 6: Eco Warrior Princess. No Date. Makeup Tiles (adapted). [Online]. [Accessed 27 March 2020]. Available from: https://unsplash.com/photos/xAiYtFQf-kg Figure 7: Bogosian. E. 2017. Typewriter (adapted). [Online]. [Accessed 28 March 2020]. Available from: https://www. stockvault.net/photo/234472/old-typewriter# Figure 8: & Other Stories. No Date. Blend (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.stories.com/en_gbp/beauty/make-up/product.eye-colourcream-orange.0588587004.html Figure 9: Look Fantastic. No Date. Bronzer (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.lookfantastic.com/yves-saint-laurent-all-hours-settingpowder-8.5g-various-shades/12218686.html Figure 10: Look Fantastic. No Date. Bronzer (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.lookfantastic.com/yves-saint-laurent-all-hours-settingpowder-8.5g-various-shades/12218686.html BETTERING

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Figure 11: Freepik. No Date. Truck Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www. flaticon.com/free-icon/fast-delivery_411780?term=shipping&page =1&position=85 Figure 12: Freepik. No Date. Package Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www.flaticon.com/free-icon/ delivery_1585176?term=shipping&page=1&position=54 Figure 13: SRLP. No Date. Factory Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www.flaticon.com/free-icon/ factory_1098423?term=office&page=1&position=3 Figure 14: Freepik. No Date. Door Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www.flaticon.com/free-icon/ door_1864779?term=door&page=1&position=40 Figure 15: Freepik. No Date. Shop Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www.flaticon.com/free-icon/ shop_679744?term=store&page=1&position=6 Figure 16: Smash Icons. No Date. Review Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www. flaticon.com/free-icon/good-review_2025080?term=customer%20 review&page=1&position=13 Figure 17: Freepik. No Date. Website Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www. flaticon.com/free-icon/online-shop_679746?term=store&page=1&po sition=14 Figure 18: Freepik. No Date. Shopping Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www.flaticon.com/free-icon/ shopping_1077970?term=purchase&page=1&position=8 Figure 19: Freepik. No Date. Discussion Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www.flaticon.com/free-icon/ conversation_942796?term=conversation&page=1&position=23

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Figure 20: Freepik. No Date. Instagram Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www.flaticon.com/free-icon/ love_1029234?term=speech&page=1&position=90 Figure 21: Freepik. No Date. Office Flat Icon. [Online]. [Accessed 28 March 2020]. Available from: https://www. flaticon.com/free-icon/office-building_2599697?term=office&page=1& position=24 Figure 22: Own Image. Extinction Rebellion. Figure 23: Giovanella, F. No Date. Crystals (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// unsplash.com/photos/LjvR6xdSxVA Figure 24: Vick, A. 2019. Hand Photo (adapted). [Online]. [Accessed 28 March 2020]. Available from: https://unsplash. com/photos/3eP5va54F3Q/info Figure 25: Vice. No Date. Inclusive 1 (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// genderphotos.vice.com/#Moods Figure 26: Goodman, A. No Date. Inclusive 2 (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// unsplash.com/photos/vTL_qy03D1I Figure 27: Vice. No Date. Inclusive 3 (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// genderphotos.vice.com/#Moods Figure 28: The Honest Company. No Date. Swatch (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// unsplash.com/photos/2REvu-yl7hw Figure 29: Chouette, L. No Date. Chanel (adapted). [Online]. [Accessed 5 April 2020]. Available from: https://unsplash. com/photos/saK63e72RMU Figure 30: Hudson, D. No Date. Clock (adapted). [Online]. [Accessed 5 April 2020]. Available from: https://unsplash. com/photos/GUUC719v9X8

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Figure 31: Leber, C. No Date. Lipstick (adapted). [Online]. [Accessed 5 April 2020]. Available from: https://unsplash. com/photos/A0MJtXJpjV8 Figure 32: Ika Dam. No Date. Makeup Bag (adapted). [Online]. [Accessed 5 April 2020]. Available from: https://unsplash. com/photos/4sd8uKS3nM0 Figure 33: Tapert, B. 2017. Women (adapted). [Online]. [Accessed 5 April 2020]. Available from: https://unsplash. com/photos/u5e1kqW6E3M Figure 34: Own Image. Rail Figure 35: Own Image. Bike Figure 36: Own Image. Fruit Figure 37: Own Image. Painting Figure 38: Own Image. Yoga Figure 39: Own Image. Books Figure 40: Look Fantastic. No Date. Blusher (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.lookfantastic.com/yves-saint-laurent-couture-blush-3gvarious-shades/11839298.html Figure 41: Look Fantastic. No Date. Eyeshadow (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.lookfantastic.com/yves-saint-laurent-sequin-crush-monoglitter-shot-eyeshadow-1g-various-shades/12089431.html?

Figure 42: Look Fantastic. No Date. Concealer (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.lookfantastic.com/yves-saint-laurent-all-hoursfoundation-stick-30ml-various-shades/11839313.html Figure 43: Feel Unique. No Date. Foundation (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// je.feelunique.com/p/Yves-Saint-Laurent-Fusion-Ink-Foundation25ml

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Figure 44: & Other Stories. No Date. Lipstick (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.stories.com/en_gbp/beauty/skincare/lips/product.lipstickred.0526109028.html Figure 45: & Other Stories. No Date. Mascara tube (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.stories.com/en_gbp/beauty/natural-beauty/eyeliner/ product.effortless-eyeliner-black.0576535001.html Figure 46: & Other Stories. No Date. Mascara brush (adapted). [Online]. [Accessed 28 March 2020]. Available from: https:// www.stories.com/en_gbp/beauty/make-up/product.dramaticvolume-mascara-black.0819855002.html Figure 47: Monteiro, D. No Date. Customer. [Online]. [Accessed 13 April 2020]. Available from: https://unsplash. com/photos/VMeHP3mNJL4 Figure 48: Tittel, S. No Date. Shopping. [Online]. [Accessed 13 April 2020]. Available from: https://unsplash.com/photos/ ILR5ikYmXDE Figure 49: Andolfatto, F. No Date. Subway. [Online]. [Accessed 13 April 2020]. Available from: https://unsplash. com/photos/X63Vc5OZKlo Figure 50: Lime Wood. No Date. Poolside (adapted). [Online]. [Accessed 13 April 2020]. Available from: https://www. limewoodhotel.co.uk/spa/ Figure 51: Sikkema, K. No Date. Table Scene (adapted). [Online]. [Accessed 13 April 2020]. Available from: https:// unsplash.com/photos/k3Us72bWWW0 Figure 52: Custom Paper. No Date. Seed Paper (adapted). [Online]. [Accessed 13 April 2020]. Available from: https:// www.custompaper.com/papers/ingredients/bachelorbuttonlav.html Figure 55: Place Setting https://www.zazzle.co.uk/eucalyptus_ green_foliage_place_card-256696716631258082

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Figure 54: Design Cuts. No Date. Letter (adapted). [Online]. [Accessed 13 April 2020]. Available from: https://www. designcuts.com/product/floral-illustrations-weddingmockup/?ref=mockupworld Figure 55: Asheson, I. 2019. Notebook (adapted). [Online]. [Accessed 13 April 2020]. Available from: https://unsplash. com/photos/QgyKtOvDAds Figure 56: Lime Wood. No Date. Garden. [Online]. [Accessed 13 April 2020]. Available from: https://www.limewoodhotel.co.uk/ spa/ Figure 57: Evening Standard. 2016. Pool. [Online]. [Accessed 13 April 2020]. Available from: https://www.standard.co.uk/ lifestyle/travel/a-staycation-in-the-new-forest-the-pig-andlime-wood-a3405231.html Figure 58: Evening Standard. 2016. Lounge. [Online]. [Accessed 13 April 2020]. Available from: https://www. standard.co.uk/lifestyle/travel/a-staycation-in-the-newforest-the-pig-and-lime-wood-a3405231.html Figure 59: Tung, J. 2017. Spa (adapted). [Online]. [Accessed 13 April 2020]. Available from: http://www.angloyankophile. com/2017/11/lime-wood-hotel-spa-new-forest.html Figure 60: Graphics Fuel. No Date. Gifting (adapted). [Online]. [Accessed 13 April 2020]. Available from: https:// www.graphicsfuel.com/2017/01/gift-wrap-box-psd-mockup/ Figure 61: Lime Wood. No Date. Voucher. [Online]. [Accessed 13 April 2020]. Available from: https://www.limewoodhotel. co.uk/ Â¬ Figure 62: Anthropologie. No Date. Crystals. [Online]. [Accessed 13 April 2020]. Available from: https:// www.anthropologie.com/en-gb/shop/zaire-agate-cheeseboard?color=040&type=REGULAR&size=One%20Size&quantity=1 Figure 63: Thornley, N. 2018. Event Table (adapted). [Online]. [Accessed 13 April 2020]. Available from: https:// unsplash.com/photos/QJfnMJBzAQE

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Figure 64: Sketch App. No Date. Phone. [Online]. [Accessed 13 April 2020]. Available from: https://www.sketchappsources. com/resources/source-image/iphone-mockup-abc.jpg Figure 65: Yardley. 1967. Eyes (adapted). [Online]. [Accessed 13 April 2020]. Available from: https://www.pinterest.co.uk/ pin/60869032434259263/ Figure 66: Ollis, B. 2014. Influencer. [Online]. [Accessed 13 April 2020]. Available from: https://www.blueollis.com/www. blueollis.com//2014/05/whats-in-my-handbag-video.html Figure 67: Adobe. No Date. Livestream (adapted). [Online]. [Accessed 13 April 2020]. Available from: https://stock. adobe.com/images/instagram-stream-interface-social-medialive-streaming-service-mobile-app-frame-ui-live-video-vectorstories-ui-broadcast-design-images-template/267434123?asset_ id=267434123 Figure 68: Chance, K. 2018. Event. [Online]. [Accessed 13 April 2020]. Available from: https://unsplash.com/photos/ CutTQTt2HyI/info Figure 69: Spratt, A. 2017. Wood. [Online]. [Accessed 13 April 2020]. Available from: https://unsplash.com/photos/zuOdjJRa0w/info Figure 70: Harpers Bazaar. 2015. Placement (adapted). [Online]. [Accessed 13 April 2020]. Available from: https:// www.pinterest.co.uk/pin/279715826837085176/ Figure 71: Oh Comely. No Date. Advert. [Online]. [Accessed 13 April 2020]. Available from: https://www.pinterest.co.uk/ pin/527132331366959163/ Figure 72: Saubhaya, A. 2016. Model (adapted). [Online]. [Accessed 13 April 2020]. Available from: https://www. instagram.com/p/BDPZvoHpb91/ Figure 73: Meyer, C. 2016. Customer 2. [Online]. [Accessed 13 April 2020]. Available from: https://unsplash.com/photos/ HoYIncR3AQ8/info

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Figure 74: Bazzocco, M. 2019. Bath. [Online]. [Accessed 13 April 2020]. Available from: https://unsplash.com/photos/ TOZqUHD8L38/info Figure 75: Ydlabs. No date. Mac. [Online]. [Accessed 21 April 2020]. Available from: https://www.freepik.com/free-photosvectors/mockup Figure 76: Caunesil, G. 2019. Tutorial. [Online]. [Accessed 21 April 2020]. Available from: https://www.youtube.com/ watch?v=9lDhgMPtfVU Figure 77: Mangomis. 2019. Self-care (adapted). [Online]. [Accessed 13 April 2020]. Available from: https://www. instagram.com/p/B3OgrLhJXAK/ Figure 78: Happy Place. No Date. Podcast. [Online]. [Accessed 21 April 2020]. Available from: https://play.acast.com/s/ happy-place Figure 79: Vector Stock. No date. Speech. [Online]. [Accessed 21 April 2020]. Available from: https://www.vectorstock.com/ royalty-free-vector/hand-drawn-speech-bubble-doodle-isolatedvector-9884371 Figure 80: Hello. 2019. Fearne (adapted). [Online]. [Accessed 13 April 2020]. Available from: https://www.hellomagazine. com/travel/2019121982260/fearne-cotton-shares-rare-familyphoto-trip-lapland-finland/ Figure 81: Cotton, F. 2019. Megan. [Online]. [Accessed 21 April 2020]. Available from: https://twitter.com/Fearnecotton Figure 82: Cotton, F. 2019. Katie. [Online]. [Accessed 21 April 2020]. Available from: https://twitter.com/Fearnecotton Figure 83: Cotton, F. 2019. Catherine. [Online]. [Accessed 21 April 2020]. Available from: https://twitter.com/Fearnecotton Figure 84: Wolf, N. 2019. Reading. [Online]. [Accessed 29 April 2020]. Available from: https://unsplash.com/photos/ aJTSzd-8GGI

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Figure 85: Reichmuth, E. 2016. Camper Van. [Online]. [Accessed 29 April 2020]. Available from: https://unsplash. com/photos/A5rCN8626Ck Figure 86: Kind PNG. No Date. Champagne. [Online]. [Accessed 29 April 2020]. Available from: https://www.kindpng.com/ imgv/oJJRJx_transparent-champagne-glasses-png-champagneglasses-cheers-png/ Figure 87: Haute Living. 2019. Store. [Online]. [Accessed 29 April 2020]. Available from: https://hauteliving.com/2019/03/ glossier-miami-pop-up-opens-wynwood/668139/ Figure 88: Racked. 2015. Store 2. [Online]. [Accessed 29 April 2020]. Available from: https://www.racked. com/2015/7/17/8978785/glossier-summer-fridays-showroom Figure 89: The Trainline. 2019. Barcode. [Online]. [Accessed 29 April 2020]. Available from: https://www.thetrainline.com/ Figure 90: Glossier. No Date. Face (adapted). [Online]. [Accessed 29 April 2020]. Available from: https://www. glossier.com/ Figure 91: Forbes. 2019. Sales Advisor. [Online]. [Accessed 29 April 2020]. Available from: https://www.forbes.com/sites/ kaleighmoore/2019/10/07/how-glossiers-new-employee-programgathers-rich-customer-insight/#22121951202d Figure 92: BekkyBekks. 2020. Tiles (adapted). [Online]. [Accessed 29 April 2020]. Available from: https://unsplash. com/photos/5w1B9gDPIyo Figure 93: Curology. 2019. Furniture (adapted). [Online]. [Accessed 29 April 2020]. Available from: https://unsplash. com/photos/6CJg-fOTYs4 Figure 94: Flaming Text. No date. Neon. [Online]. [Accessed 29 April 2020]. Available from: https://eu1.flamingtext.com/ net-fu/jobs/26643992526983190.html Figure 95: Gimenez, B. 2019. Lights (adapted). [Online]. [Accessed 29 April 2020]. Available from: https://unsplash. com/photos/OZvNu361Iz8

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Figure 96: Zheng, S. 2016. Live. [Online]. [Accessed 29 April 2020]. Available from: https://stephaniezheng.com/2016/06/08/ glossier-haloscope-launch-party/ Figure 97: Eendra, M. 2019. Wall (adapted). [Online]. [Accessed 29 April 2020]. Available from: https://unsplash. com/photos/vC8wj_Kphak Figure 98: Sign Holders. No Date. Easel (adapted). [Online]. [Accessed 29 April 2020]. Available from: https://www.signholders.co.uk/floor-stands-and-easels/display-easels/artisteasel-large-studio-easel.html Figure 99: Own Image. Brand description Figure 100: Own Image. Timetable Figure 101: Own Image. Logo Development Figure 102: Own Image. Instagram Moodboard Figure 103: Own Image. Instagram Saves Figure 104: Own Image. InDesign LinkedIn Learning Figure 105: Own Image. Podcast Collaboration Figure 106: Own Image. Home Photography Figure 107: Own Image. YouTube Editing Tutorial Figure 108: Own Image. Photoshop Editing Figure 109: Oh Comely. 2020. [Brand Presentation]. Croydon: Iceberg Press

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