CYO - Product development project by 章牧筠

Group Report Bronte Couzens:N0693081 Georgie Hilton: N0685009 Milly Adams:N0624104 Oscar Mitchell:N0676983 Jiahao Zhou: N0678791 Mujun Zhang: N0678951

Fig.1

Word Count: 3343

CONTENT Fig.2

Methodology

Brand Context

SWOT Analysis

Target Consumer

Beauty Trends

7-10

Innovation Strategy

11-12

Perceptual Maps

Gap Analysis

NPD Ideas

15-17

PESTLE Analysis

20-22

Promotion and Distribution

23-25

Risk Assessment

27-28

Fit in Brand Architecture

29-30

Financial Sheet

TImeplan

Appendix

33-44

METHODOLOGY RESEARCH OBJECTIVES •To understand our target consumers attitudes towards cosmetics •To gain a sense of the consumers wants and needs in a product •To gain an understanding of what the consumer values most in a product

PRIMARY RESEARCH There are two types of primary research. A questionnaire and a focus group. The reason for the questionnaire was to gain a wide scope of information of general questions about cosmetics to get a feel for our target audience. Then there was more specified research through a focus group, which provided a one on one interaction with consumers and created an open and honest environment for them to be truthful about what they want to gain from their beauty product's.

- QUESTIONNAIRE There were 124 respondents from the questionnaire by sharing it online and asking peers to fill it in. In total, 10 questions were asked consisting of both open and closed, in order to gather both qualitative and quantitative data.

- FOCUS GROUP For the focus group, there were 5 people who attended, all aged 19-22, which gave a basis of the general opinions of our target audience. They all brought three of their favourite beauty products, which informed the research by them telling certain issues and insights about their current products.

SECONDARY RESEARCH There were a range of secondary sources had been used such as, Mintel, WGSN, Elle. com, Boots.co.uk and YOUTUBE to research into popular beauty bloggers. This research gave a wider insight into CYO’s consumer and want makeup enthusiasts desire, it also provided information on consumer behaviour trends and further supported the primary research Fig.3

BRAND CONTEXT OUR CHALLENGE The challenge given was to identify a product which will be an innovative solution to addressing a consumer need through an insight, whilst also targeting CYO’s 18-30-year-old demographic. The new product identified must be innovative and differentiated to the current Boots portfolio, and be capable of appealing to existing consumers whilst also drawing new consumers into the franchise.

BRAND ARCHITECTURE Brand Purpose – Unleashing the potential of the CYO generation. Brand Essence – Exploration: intrepid, curiosity, playfulness. Friendship: collaboration, solidarity, understanding. Courage: determination, boldness, confidence.

Fig.5

Core philosophy #MIXLAYERHACK – meaning their products are unique, hyper-functional, and give consumers the freedom to experiment.

Brand Promise – CYO is your partner in crime helping you make the most out of it, now. Fig.4

CYO’s current ambition is to grow $100 million in three-years by unleashing the potential of the CYO generation.

Fig.6

Fig.7

A WORLD-EDIT OF HYPER-FUNCTIONAL, AFFORDABLE MAKE-UP FOR YOU TO CREATE, COLOUR AND CALL YOUR OWN. 4

SWOT ANALYSIS STRENGTHES •Innovative and unique •Time-saving in long run •Beauty hack •Value for money •Inclusive

OPPORTUNITIES •Variations on productexpand hair range and shades •Celebrity collaborations •Brand can be seen as innovators and keep progressing with new products •Create brand awareness

WEAKNESS •Puts pressure on brand to remain innovative •Time-consuming for how long it works for •Hard to apply •More for a night out, limited times to use

THREATS •Other brands could copy and make the product better, brands which have more brand awareness and deemed more knowledgeable within the market •Could fail and lose money invested •Consumer shift in interest towards eyebrow trend Fig.8

TARGET CONSUMER

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Fig.9

Carly – 20 Years old “Spontaneous, open to all experiences and just being a general BOSS B*TCH” Carly becomes more confident and independent as she gets older and has more life experiences. Currently, she is in her second year of university studying Interior Design. Carly’s hobbies include going out with her friends, travelling, shopping and going to spinning at her local gym. She follows all the latest beauty trends and is not afraid to be the first to try them out! Online bloggers provide her with inspiration for all the latest looks. Carly is conscious when it comes to money and does not have a huge disposable income but when she sees what she believes to be an innovative product of a good quality she will splash the cash. She is open to colour in beauty products and prefers to buy multipurpose products which save her time whilst getting ready. She wears makeup to feel more confident and express new beauty trends.

BEAUTY TRENDS 1

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- INCLUSIVITY - CONVENIENCE - ANTI-POLLUTION - PERSONALISATION 7

Fig.13

INCLUSIVITY A catalyst for this trend is predominantly down to the beauty brand Fenty. This started an increased availability of broad-shade-spectrum foundations and concealer offerings in mainstream makeup brands. Inclusivity has now become imperative for beauty brands, with many brands taking a stance on racial, age and gender issues. Brands are broadening their shade offerings as well as adopting mature and male ambassadors. Another influence behind

CONVENIENCE 2018 will conversely see a beauty movement that is all about simplification, expect to see convulted multi-step skincare processes, due to consumer lifestyles being busier than ever, which is leading to new product launches which tap into consumersâ&#x20AC;&#x2122; needs of convenience and on-the-go solutions. As regimes are becoming more complex; consumers want products that enable them to achieve the same look without the time. This simplification trend will

this trend are issues across the political, economic and religious spectrum â&#x20AC;&#x201C; from Trump in America, to Brexit in Europe â&#x20AC;&#x201C; have put pressure on society to take a closer look at diversity and inclusivity, making them major focal points of 2018. We could develop upon this trend and create an innovative product that is inclusive to all CYO consumers. For example, if we were to create a foundation or any product needing to match hair-type of skin tone we would ensure it was available in a wide spectrum of shades.

have consumers wanting multi-beneficial products that delver an array of positive effects instead of just one. Market research from Mintel says, brands have an opportunity to innovate importable, multi-tasking compacts to offer convenience and ease of use. Therefore, a product that compliments this trend would be an at home eyebrow kit, this would-be time-saving for consumers in the long-run as it eliminates the step of travelling to the eyebrow technician or takes away the process of redoing your eyebrows every day. 8

ANTI-POLLUTION As consumers become wiser to the detrimental effects of pollution on our skin, they are increasingly seeking products to protect them from harmful bacteria and UV rays. Consumers are not only looking for skin-friendly ingredients, but also brands which fit in with their lifestyle and personal choices e.g. vegan or cruelty free. Consumers are also increasingly looking for brands which are transparent from supply chain to ingredients. Furthermore, it is common knowledge that air pollution is rising

PERSONALISATION

Itâ&#x20AC;&#x2122;s no longer one size fits all. Brands are now putting the consumer first, from a personalised approach from makeup to skincare which tackles anti-ageing at the source by factoring in DNA analysis. This is leading to a plethora of products which offer personalised solutions and put the consumer in the driving seat, allowing them to mix their own shades and transform product formats. As a reaction to this trend, a fitting product would be prescription makeup. This would be

at a dangerous rate, therefore causing this increase in demand for anti-pollution skin care regimes. As a reaction to this lots of beauty brands are creating their own pollution-blocking skin care that can protect from the damage caused by these toxins present within the air. To tackle this issue and trend, a product idea would be a foundation that has ingredients beneficial to the consumers skin and will protect against the adverse effects of every day exposure to pollution in the air.

where the consumer would have a full analysis of their skin issues and CYO would create a product suitable for their exact skin-type, unique to them.

HIgh Low

Size of Opportunity

INNOVATION STRATEGY Big and tough: Will require investment

Big and easy: In reality can be sparsely populated box

-Personalisation - Hairstyling/ colouring - Eyelash/brow growing treatment - Specific sun care ingredients - Anti-pollution make-up

-Contouring techniques - anti-aging - diverse range of shades (inclusivity) - Tanning range

Small and tough: There may be a strategic rationale for keeping

Small and easy: May be quick wins, of ten local to specific geographies

-In-store experience -Shower and bath products - Eco-friendly packaging

Difficult

-Travel kits - adding a new lip colour - Seasonal ranges - tools (make-up brushes, sponges, applicators) Easy

Ease of Execution Fig.14

INNOVATION STRATEGY OPPORTUNITY The rise in consumer desire for bold and full brows, driven from influential public figures such as model Cara Delevingne.

Fig.15

IDEA A way of extending/ adding hair to the brows with an at home application kit for a natural full brow look.

CONCEPT

PROPOSITION CYO Brow Down B*tch eyebrow i n d i v i d u a l extensions

YOUR BROWS ' YOUR WAY ' ANY DAY

Fig.16

Offers and at home application kit with glue and remover with 60 individual hairs allowing the consumer multiple uses of one pack depending on how many hairs they use. This includes a step-by-step guide on how to apply the product with examples of possible shapes they can create.

Perceptual Maps Going Out

MAC

NYX

KIKO

URBAN DECAY

REVELON

MAX FACTOR CYO

YSL DIOR Premium

Mass Market L'OREAL

GIVENCHY

MAYBELLINE

BOBBI BROWN NARS

TOPSHOP E.L.F

CLINIQUE

Every day

C.Y.O is currently locates in the cosmetic market and compete with the brands including professional beauty firms and the fashion brands who offer cosmetics as well. Due to its low price range, the brand is competing in the mass market with the high-street brands that share the similar target group with them. Compare to their primary competitors such as KIKO and NYX, C.Y.O has not owned a strong brand loyalty as a new cosmetics brand due to the present low performance in the UK. However, the various product types and personalized using experience has made it become a first choice as a going out brand. CYO should explore more on this filed such as launching innovative item to meet young peopleâ&#x20AC;&#x2122;s taste with various color ranges. Therefore, CYO would own its strong brand identity quicker to compete in the market.

Gap Analysis Going Out

MAC

NYX

KIKO

URBAN DECAY

REVELON

MAX FACTOR CYO

YSL DIOR Premium

Mass Market L'OREAL

GIVENCHY

MAYBELLINE

BOBBI BROWN NARS

TOPSHOP E.L.F

CLINIQUE

Every day

A gap within the market has been established where there is a lack of brands competing to provide makeup that is both available to the mass market and offers daring and outgoing looks for a young audience looking for a brand that encourages them to be experimental and bold with their makeup looks. This has highlighted an opportunity within the beauty cosmetic industry, which can be penetrated by a new innovative product.

NPD IDEAS Through research we were able to generate a consumer led NPD idea pool. These were a mix of basic and complex ideas which we believed would have some benefit for our target consumer based on their responses in the online questionnaire. Therefore, this extensive amount of ideas needed to be cut down to 3-5 main NPD ideas with the potential to be the final product idea. This was achieved by asking in depth questions within a focus group which led to these 3 main NPD ideas: prescription make-up, hangover cure moisturiser and concealer and finally eyebrow extension kit. To organise these ideas, they were placed into a tables to outline the benefits and advantage it would give CYO.

Fig.28

Fig.29

NPD IDEAS

After taking all the consumer research and insight into consideration the decision was made to take the eyebrow extension kit forward as our final NPD idea due to the extent of positivity we received about the product. For example, all those asked in the focus group whether they would at least try the product said yes. Also, after calculating the potential annual value each product would gain through a volume brick up table it was clear that the eyebrow product would receive the greatest value

Fig.30

Fig.17

MAKE UP TO #MIXLAYERHACK

PESTLE ANALYSIS Consumer law This law sets clear guideline on how retailers should do the selling which includes explanation about the product, services, product cost and delivery and also order cancellation.

Fig.18

Cosmetic products regulation the regulation is to make sure that the products are safe by controlling the informations that should be on the labels and etc.

Political Consumer law This law sets clear guideline on how retailers should do the selling which includes explanation about the product, services, product cost and delivery and also order cancellation. Cosmetic products regulation the regulation is to make sure that the products are safe by controlling the informations that should be on the labels and etc.

Economical

Concern over green ingredients The customers concern over green ingredients may result in products that content controversial ingredients be left out from customers. Consumersâ&#x20AC;&#x2122; preference Change in consumersâ&#x20AC;&#x2122; preferences towards beauty trends would result in left over products and the shift in the current products in the market.

Social

The new invention new inventions like virtual reality or new technologies store change the way how customer experiencing and shopping the new products. Internet The internet affect how brands marketing and selling their products and at the same time affecting how people receive update and latest beauty trend.

Technological

Control on ads and safety Implemented legislation to forbid the use of certain ingredients and the increase of government supervision on ads on the product like the claimed effects. Employment regulations There are many regulations regarding this, for example individual labour law, wages and working time, child care and flexible working, Equality act, job security and etc.

Legal Peopleâ&#x20AC;&#x2122;s concern over the environment The concern over the environment has forced brands to make themselves become more ethical and consumers are started concerning more on the ethical side of the brand and making more ethical consumption. water shortage The shortage of water will change how brand manufacture their products or the way how brand marketing themselves.

Environmental

PESTLE ANALYSIS Fig.19

For CYO, there are some most important parts that they should put extra attention on, for political aspect, cosmetics products regulation has set the rules on the ingredients that should be contain in products and informations that should be showed on labels, etc. which CYO have to follow, as for economic, the change in interest rate is an important figure to look at as it will affect the final cost on investment that done by CYO, moreover, the changes in consumersâ&#x20AC;&#x2122; preference towards eyebrow trend would also result in improvement or changes on this product, the new inventions like virtual reality or smart glasses has also transformed the cosmetics industry, and this would affect how CYO marketing their products and improving their services as well. Last but not the least, the water shortage is also slowly changing the way how cosmetics industry manufacturing their products, which are using less water in their product and the procedure of manufacturing them.

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Promotion and Distribution

Fig.20

The first step in the process of promoting and distributing the new product would be to beta-test the product. This is where the product is tested prior to release in order to gain an understanding of how well the product will do and to see if there are any issues with the product which may have been overlooked in the development stage of the product’s life. Beta testing would make the opportunity to work with customers who are aware that they are using an early version of the product. This would remove the chance of getting complaints and faults addressed early on in the products life which could tarnish the overall reputation of the brand. Such testing of the product would allow for all flaws to be addressed, creating a much more solid product when it comes to launch. The testing would also allow for the brand to gain developed customers who are referenceable against the product. Having referenceable customers at launch will cause more people to buy into the product quicker as consumers are more likely to trust members of the public over the brand itself, who are only looking to make sales.

The main point of the new product is to highlight the need amongst young women to have natural, fuller looking eyebrows which keep up with today’s beauty trends. The fact that this product looks natural should be at the forefront of the promotion for this product. The feedback from our focus group highlighted the need for such a product and it is therefore imperative that this ‘natural’ effect is pushed hard in order to gain sales and gain attention. This would create a clear and succinct message that this product will solve the issue that young women have with other lowcost eyebrow products which are available to them. The fact that this product is solving a clear issue that women have with what’s available to them will highlight the innovative aspect of our product. Consumers would therefore be more likely to pay a more premium price for it compared to other CYO products.

A key way of promoting the product would be to send samples of our product to key social media influencers and MUAs such as Holly Boon or Melissa Sophia. It may also be wise to pay these influencers in order to give the product good reviews and create trust in the product for the consumers before they have even purchased it. Doing this creates targeted exposure to people who are most likely to buy our product. Once launched, there is an opportunity for a scheme where if people were unhappy with the product they could get their money back. This would be a risk and would need intensive product testing beforehand in order to make sure that there are no faults with the product. However, doing such a scheme would show that the company has full trust in this new and innovative product, therefore enticing more people to buy.

Fig.21

It would also be wise to set up social media videos with tips and tricks about applying the product and â&#x20AC;&#x2DC;how to achieve this lookâ&#x20AC;&#x2122; videos. This has been done by many other make-up brands and creates a direct relationship with the consumer. Additionally, on social media there should be promotional giveaways and contests. Instagram should also show examples of people wearing and using the product effectively in order to show consumers how well the product works. In terms of distribution, at first it should be focused on flagship and large stores and then filtered into other stores which sell the CYO product range. If the product gains enough traction, interest and profitability then the brand image may be increased and may become more popular. There is then an opportunity for a flagship CYO store to be opened in the future.

Above The Line The marketing activities here are aimed to promote the brand and reach out their target consumers. As a new brand in the UK, CYO would face the pressure from the local cosmetics brands when they launch a new product range. It is necessary for them to launch a new TV and print advertising on their new product to generate buzz quickly, then promote the brand essence of courage and exploration at the same time. Then the social media platform could be a tool to promote the advertising in both visual and video ways to contact with more young people.

Fig.22

The “Brow down” product would be a brand new product type in the beauty market, the visual advertisement would help the brand to express their idea more vivid and build a strong impression to support their next step’s promotion. Fig.23

Below The Line

This part will focus on the communication to their customers individually to maintain a deeper connection. The in-store vertical banners could attract consumers quickly and turn to their brand to know more, then the in-store brochures could be placed at point of sale to list a detailed using explanation to their customers because the “Brow Down” product could be seemed as a complicated cosmetic product by consumers. So the brochure could be an effective way to explain the product more carefully and be a guide for users.

"LIFE IS WHAT HAPPENS WHILE YOU ARE BUSY MAKING FUN.

Fig.24

RISK ASSESSMENT GYM Moisteriser Other brands would do it better due to a higher budget

Similar product range Pressure on product innovation

Higher price range

Consumer need certain skills

Need a basic structure of brow Hard to work with other brands Time consuming

High need of technolog y and ingredients

"Brow Down B"

Prescription makeup

The launching of new product range would face the potential risk from both inside and outside the company. Firstly, the high need of new technology and ingredient on production process would leads a high pricing of the new product which is hard to fit in the current price range of C.Y.O. Therefore, the low acceptance rate among customers would bring a relatively low income of the new product. As a result, the payment imbalance would appear in the new product range. Also, the brand image of innovation and personalized would push the brand to update their product portfolio constantly, so there would be a higher level of expectation after they launch a new product range which would finally be a pressure to the new company. On the other side, the pressure from their competitors would be the primary risk from outside the company due to their stronger brand loyalty and higher budget if they launch the similar product, the brands such as MAC and NYX. Despite the risk from competitors, customerâ&#x20AC;&#x2122;s tastes would be the final risk for the new product development. The â&#x20AC;&#x153;Brow Downâ&#x20AC;? range would need customers to have a certain skill to use it with a basic structure of brow. Aa a result, customers would seem the product as a complicated and timeconsuming item. The traditional products such as brow gel and pencil would be compared when they doing the purchasing decision so CYO should give customers a strong product impression to make it stand out in the brow market

Fig.25

Fig.26

FIT IN BRAND ARCHITECTURE Brow Down Bitch fits in with the brand architecture of CYO because throughout their ethos they portray themselves as a fun and courageous brand, and this is exactly what the product represents. It offers the consumer a service which was once only available in the professional beauty market to be done in the comfort of their own home. CYO products are accessible to a young audience with their prices ranging from £3.00 to £7.50. Brow Down Bitch will be £7.99, which is at the higher end of the brands product portfolio, however, it is a premium product for the brand due to its innovation. CYO consumers will be able to receive a premium service at an affordable price. The name of the product also fits in with CYO’s daring and fun loving image, which would appeal to their target audience of 18-35. The use of strong language comes from the way CYO have portrayed their target consumer within a pen portrait, where they quote a customer saying “loving life before sh*t gets real”.

THINK DO!

Fig.27

FINANCIAL SHEET

Total Annual Value: 841480.4

Fig.31

TIMEPLAN

CONCLUSION In conclusion, after both researching 2018 cosmetic beauty trends and conducting primary research. It was found that this product was a solution to our main consumer insight, which was enabling the consumer to enhance their brows whilst maintain a natural look. Brow Down Bitch meets the challenge brief of creating an innovative product, suited to CYOâ&#x20AC;&#x2122;s brand image and fits in with the product portfolio.

APPENDIX

Figure Illustration

Fig.1:Sleek (2017) Meet the girl gang of Topshopâ&#x20AC;&#x2122;s holiday campagin [online] Available at: http://www.sleek-mag.com/wp-content/uploads/2016/11/topshopgirlgang. jpgAccessed at: (14th March 2018) Fig.2: Allure (2017) Makeup News [online] Available at: https://media.allure.com/ photos/59aeceb8981e2a240fc69643/master/pass/CYO_Cosmetics.jpgAccessed at: (14th March 2018) Fig.3: Beauty Start (2016) New Beauty Trend [online] Available at: http:// ajyj1279j222vkyglxq8h9ms.wpengine.netdna-cdn.com/wp-content/uploads/2015/07/ colored-mascara-main-1024x1024.jpgAccessed at: (14th March 2018) Fig.4: Youtube (2018) The Top10 makeup trend in 2018 [online] Available at: https:// i.ytimg.com/vi/ZmJch5mlQSU/maxresdefault.jpg Accessed at: (14th March 2018) Fig.5: Refinery29 (2017) Instagram makeup trend [online] Available at: https:// s3.r29static.com//bin/entry/123/x,80/1580779/image.jpg Accessed at: (14th March 2018) Fig.6: Sweatshirt & Dresses (2017) London Girl Gang [online] Available at: http:// sweatshirtsanddresses.com/wp-content/uploads/2016/10/unnamed.jpg Accessed at: (14th March 2018) Fig.7: Nelly.com (2016) [online] Meet the girls Available at: https://i.ytimg.com/vi/ ex098p-BYoY/maxresdefault.jpgAccessed at: (14th March 2018) Fig.8: Cara (2017) Introduction of Girl Gang[online] Available at: https:// static1.squarespace.com/static/558afcc2e4b0250602a3df79/573c72f74026 1da3ff7143af/573c749cb09f9545623f1733/1463585652101/may13+2016The+Girl+From+Away-EAST+COAST+girl+gang-Fuji+X100T-B%26W-Sambro+NSphoto+by+Aaron+McKenzie+Fraser-www.amfraser.com-web-AMCF3421. jpg?format=1500wAccessed at: (14th March 2018) Fig.9: Secret makeup file (2017) CYO cosmetics sharing [online] Available at: https:// i1.wp.com/www.secretstylefile.com/wp-content/uploads/2018/02/CYO-launchytIMG_0503_Fotor.jpg Accessed at: (14th March 2018) Fig.10: Cara Robert (2017) Friendship [online] Available at: https://i.pinimg.com/564x/5 8/13/6c/58136ce9ec801bb1d3e888d072af3a3a.jpgAccessed at: (14th March 2018) Fig.11: Phillip (2016) Hair [online] Available at: https://i.pinimg.com/564x/bb/d3/5c/bbd 35cd86846501b3e388a65f1b7eac2.jpgAccessed at: (14th March 2018) Fig.12: [online] Available at: https://i.pinimg.com/564x/c4/eb/ee/c4ebeecb4dee04768a a51b9b3fc4ce33.jpgAccessed at: (14th March 2018) Fig.13: Together Journal (2016) Beauty MAC AW 16 Makeup trend [online] Available at: http://www.togetherjournal.com/wp-content/uploads/2016/06/Kelidoscope. jpgAccessed at: (14th March 2018) Fig.14: PIXIWO (2016) MAC AW 16 Trend Report [online] Available at: http://4. bp.blogspot.com/-Im80tBReGZo/V2J3Fzf4-HI/AAAAAAAAOwE/OCJntDKGnh8CDqM zfZtiat3pQY6JFPlJACK4B/s1600/IMG_2090.JPGAccessed at: (14th March 2018) Fig.16: Koreaboo (2017) Here is Korea makup trends [online] Available at: https:// encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcT0IZCi9i9j0NjACxJUyZuct020AGt1 0JnauOGqR1wxVdmx4YWnAccessed at: (14th March 2018)

Fig.17: Feminility and glamorous (2018) Make up trend 2018 [online] Available at: https://3. bp.blogspot.com/-ejpWFYbq5Lo/WkU6-d9_WWI/AAAAAAAAHyY/qchQQa1-7toIdfsWQzw7Oa1mYkISMFFACEwYBhgL/s1600/hbz-makeup-trends-2017-blush-bomb-img_2891_2.jpg Accessed at: (14th March 2018) Fig.18: Popsugar (2017) Makeup trends[online] Available at: https://media1.popsugarassets.com/files/thumbor/NdUcx3qnSKlx2Odszfz04Sj1e4U/fit-in/1024x1024/filters:format_ auto-!!-:strip_icc-!!-/2017/09/28/384/n/1922153/2a07314b59ccaf4cc4b460.03321849_edit_ img_image_18348394_1506584836/i/Bat-Eyeliner-Trend.jpgAccessed at: (14th March 2018) Fig.19: Design Trend (2017) Rose Gold Makeup [online] Available at: https://encrypted-tbn0. gstatic.com/images?q=tbn:ANd9GcSKZr5OPxZvOBAjaZxU-TqO_lwOImh7Md-5QnvSNEeNhEdvbjV Accessed at: (14th March 2018) Fig.20: LPage Beauty (2017) You have to try [online] Available at: https://encrypted-tbn0. gstatic.com/images?q=tbn:ANd9GcTcjSlYWhbcQTWbP-mv2a_Y3B6TG3OH8QoKyarVfZg1 UDxtrWbuAccessed at: (14th March 2018) Fig.21: Belinda (2016) New Spring Makeup [online] Available at: https://1.bp.blogspot.com/kNkD0tQFa3I/WLiYLk-I6ZI/AAAAAAAAIwo/3f6epfVzuckGxy7Q764ORiNdxvPGxC1UACL cB/s1600/IMG_0124.JPG Accessed at: (14th March 2018) Fig.22: Trend Prive Magazine(2017)[online] Available at: http://trendprivemagazine.com/wpcontent/uploads/2017/09/IMG_5545.jpg Accessed at: (14th March 2018) Fig.23: Fashion Grabbers (2017) The hottest trend [online] Available at: https://encryptedtbn0.gstatic.com/images?q=tbn:ANd9GcSGImo9ed5u6-JPTXoI_3phTwpWm4fPOcNIFLqQf FaeWTPNMKdT Accessed at: (14th March 2018) Fig.24: Lâ&#x20AC;&#x2122;oreal lipstick (2017) How to try[online] Available at https://encrypted-tbn0.gstatic. com/images?q=tbn:ANd9GcTRkFY1UApk6RNiJe_pJ-t8bnoV66dv0OWigJq4WZFk_ d54XbSwrgAccessed at: (14th March 2018) Fig.25: Jane Iredale (2015) Makeup trend watch [online] Available at: Accessed at: (14th March 2018) Fig.26: UMakeup (2016) Lip makeup tutorials [online] Available at: https://encrypted-tbn0. gstatic.com/images?q=tbn:ANd9GcSYTlyymaGnKkKs9LmawNF5KMEOL0RQApRVf8pjohI 0CveH579oSwAccessed at: (14th March 2018) Fig.27: Nord Storm[online] Available at: https://n.nordstrommedia.com/id/6b7fb015-10994956-8c7d-4e2a82281930.jpeg?w=1334&h=639Accessed at: (14th March 2018) Fig.28: Essence (2017) Fall 2018 Makeup trends [online] Available at: https://cdnimg.essence.com/sites/default/files/styles/pronto_original/public/1504036601/SEPT. FALLREPORT8.jpg?itok=cy4XjIx6 Accessed at: (14th March 2018) Fig.29: Design trends (2017) [online] Available at: https://images.designtrends.com/wpcontent/uploads/2016/04/12121952/Simple-Bridal-Eye-Makeup-Trend.jpgAccessed at: (14th March 2018) Fig.30: Beautynook (2017) Essence trend edition[online] Available at: https://beautynook.ie/ wp-content/uploads/2017/01/Essence-Trend-Edition-We-Are..._6620.jpgAccessed at: (14th March 2018) Fig.31: Ltrend beauty (2017) ON trend highlighters[online] Available at: https://4.bp.blogspot. com/-FhAQoJT9Sho/Wgs8j_eeucI/AAAAAAAAGlc/iCjHdCuyXtoGVHaR8CmO6Zf5RER2 TepuwCLcBGAs/s1600/MUA%2BPrism%2Bhighlighters%2Breview.jpg Accessed at: (14th March 2018)

REFERENCE: Academic.mintel.com. (2018). Colour Cosmetics - UK - May 2017 - Market Research Report. [online] Available at: http://academic.mintel.com/display/793445/ [Accessed 14 Mar. 2018]. Academic.mintel.com. (2018). Women's Facial Skincare - UK - June 2017 - Market Research Report. [online] Available at: http://academic.mintel.com/display/793369/ [Accessed 14 Mar. 2018]. Cyocosmetics.com. (2018). CYO Cosmetics | Create, Colour, Call it your Own | Makeup. [online] Available at: https://www.cyocosmetics.com/uk?gclid =Cj0KCQjwkKPVBRDtARIsAA2CG6G1LVc0j16Vm0LasIqYEHwH_UuhEukuyVW28Ls8tUq3vAvQgnJb34aAhB7EALw_wcB&gclsrc=aw.ds [Accessed 14 Mar. 2018]. ELLE. (2018). This Is How You Will Be Styling Your Brows In 2018. [online] Available at: https://www.elle.com.au/beauty/2018-eyebrow-trends-15853 [Accessed 14 Mar. 2018]. Hubbard, L. (2018). The 2018 Fashionista Beauty Industry Game Changers. [online] Fashionista. Available at: https://fashionista.com/2018/01/beauty-gamechangers-2018 [Accessed 14 Mar. 2018]. Evening Standard. (2018). The beauty trends you'll see in 2018. [online] Available at: https://www.standard.co.uk/beauty/beauty-trends-2018-a3731671.html [Accessed 14 Mar. 2018]. Coast Southwest. (2018). 8 Huge Beauty Trends for 2018 - Coast Southwest. [online] Available at: http://www.coastsouthwest.com/big-beauty-trends-2018/ [Accessed 14 Mar. 2018]. Relationship (2018). 10 Skin Care Trends That Are Going To Be Huge In 2018. [online] https://www.boldsky.com. Available at: https://www.boldsky.com/beauty/ skin-care/2018/ten-skin-care-trends-that-are-going-to-be-huge-in-2018-119885.html [Accessed 14 Mar. 2018]. Fetto, F. (2018). Five Trends That Will Transform Beauty In 2018. [online] Vogue. co.uk. Available at: http://www.vogue.co.uk/article/biggest-beauty-trends-2018 [Accessed 14 Mar. 2018] Brown, N. (2018). The Hair, Skin and Makeup Trends That Will Dominate 2018. [online] StyleCaster. Available at: http://stylecaster.com/beauty/trends-2018/ [Accessed 14 Mar. 2018]. Mintel. (2018). Mintel Beauty Trends 2018 - Download your free copy now!. [online] Available at: http://www.mintel.com/beauty-trends/ [Accessed 14 Mar. 2018].

Reyna, G. (2018). Mintel Beauty Trends 18 | Cosmetics | Brand. [online] Scribd. Available at: https://www.scribd.com/document/373191527/Mintel-Beauty-Trends-18 [Accessed 14 Mar. 2018]. Lushvsbodyshop.blogspot.co.uk. (2018). Pestel Analysis of Cosmetics and Perfume Industry. [online] Available at: http://lushvsbodyshop.blogspot.co.uk/2014/11/pestelanalysis-of-cosmetics-and.html [Accessed 12 Mar. 2018]. Launch Grow Joy. (2018). 9 Tips for Marketing Beauty Products - Launch Grow Joy. [online] Available at: https://www.launchgrowjoy.com/marketing-beauty-products/ [Accessed 2nd Mar. 2018]. Optimum7.com. (2018). How to Successfully Introduce and Market a New Beauty Product. [online] Available at: https://www.optimum7.com/internet-marketing/socialmedia/how-to-successfully-introduce-and-market-a-new-beauty-product.html [Accessed 2nd Mar. 2018].

BIBLIOGRAPHY: Academic.mintel.com. (2018). Colour Cosmetics - UK - May 2017 - Market Research Report. [online] Available at: http://academic.mintel.com/display/793445/ [Accessed 14 Mar. 2018]. Academic.mintel.com. (2018). Women's Facial Skincare - UK - June 2017 - Market Research Report. [online] Available at: http://academic.mintel.com/display/793369/ [Accessed 14 Mar. 2018]. Cyocosmetics.com. (2018). CYO Cosmetics | Create, Colour, Call it your Own | Makeup. [online] Available at: https://www.cyocosmetics.com/uk?gclid =Cj0KCQjwkKPVBRDtARIsAA2CG6G1LVc0j16Vm0LasIqYEHwH_UuhEukuyVW28Ls8tUq3vAvQgnJb34aAhB7EALw_wcB&gclsrc=aw.ds [Accessed 14 Mar. 2018]. ELLE. (2018). This Is How You Will Be Styling Your Brows In 2018. [online] Available at: https://www.elle.com.au/beauty/2018-eyebrow-trends-15853 [Accessed 14 Mar. 2018]. Hubbard, L. (2018). The 2018 Fashionista Beauty Industry Game Changers. [online] Fashionista. Available at: https://fashionista.com/2018/01/beauty-gamechangers-2018 [Accessed 14 Mar. 2018]. Evening Standard. (2018). The beauty trends you'll see in 2018. [online] Available at: https://www.standard.co.uk/beauty/beauty-trends-2018-a3731671.html [Accessed 14 Mar. 2018]. Coast Southwest. (2018). 8 Huge Beauty Trends for 2018 - Coast Southwest. [online] Available at: http://www.coastsouthwest.com/big-beauty-trends-2018/ [Accessed 14 Mar. 2018]. Relationship (2018). 10 Skin Care Trends That Are Going To Be Huge In 2018. [online] https://www.boldsky.com. Available at: https://www.boldsky.com/beauty/ skin-care/2018/ten-skin-care-trends-that-are-going-to-be-huge-in-2018-119885.html [Accessed 14 Mar. 2018]. Fetto, F. (2018). Five Trends That Will Transform Beauty In 2018. [online] Vogue. co.uk. Available at: http://www.vogue.co.uk/article/biggest-beauty-trends-2018 [Accessed 14 Mar. 2018] Brown, N. (2018). The Hair, Skin and Makeup Trends That Will Dominate 2018. [online] StyleCaster. Available at: http://stylecaster.com/beauty/trends-2018/ [Accessed 14 Mar. 2018]. Mintel. (2018). Mintel Beauty Trends 2018 - Download your free copy now!. [online] Available at: http://www.mintel.com/beauty-trends/ [Accessed 14 Mar. 2018].

ONLINE QUESTIONNAIRE:

FOCUS GROUP QUESTIONS: What are the three favourite products youâ&#x20AC;&#x2122;ve brought with you and why? What is the one product you could not live without? Do you find makeup too time consuming? Would you benefit from a multi-purpose makeup product? Whatâ&#x20AC;&#x2122;s your daily skincare routine? What do you think are your problem areas? Do you find that your makeup conceals these areas? Do you have to use multiple products to treat your skin problems What are your thoughts on anti-pollution products? Do you find this necessary? Do you find make-up hard to wear when working out? What attracts you to a certain product? How much would you be willing to pay for the right product? Where you would you buy your make-up? Online/offline Are your eyebrows an important for you? If there was a way of extending your eyebrows like eyelashes would you try it?

ANWSERS: What are the three favourite products you’ve brought with you and why? Lucy Mannuel: so I brought eyelashes because theyre easy, quick to do, especially like obviously I wear them for nights out and natural ones for the day. I also brought the Nip and fab contour and highlight stick which is like a 2-in-1 so I thought it was really good value for money and the nip and fab pads which are like a remover because they’re really good for my skin and works really well. Yue Wang: my favourite is eyeliner because it makes my eyes look bigger Tzu-Hua Chen: esteem lauder double wear foundation mat long-lasting and stay well even you are sweating or getting oily Kat von d mat liquid lipstick (others are easy to crumble and feel sticky while this one not) Color pop eyes shadow cheap but good quality Nattie Kirk: benefit brow gel because I like the feathery look for my brows and the benefit roller lash because I like how it makes my lashes look really long but it also separates them. I also use the nip and fab serum so after you take off your make up it like soothes your skin. Annie Reid: powder, better than sex mascara by two faced and chanel bronzer because I love them What is the one product you could not live without? Lucy Mannuel: my cleanser, I use a kheels cleanser the way it takes mh make up of and how it makes my skin feel after, I think the ingredients is really important in a cleanser. Yue Wang: bobbi brown foundation Tzu-Hua Chen: foundation make complexion better Nattie Kirk: my benefit brow gel because I find when you’re not wearing make up I just put the gel on and it just makes me look a bit more ready for the day. Annie Reid: maybe mascara id say Do you find makeup too time consuming? Lucy Mannuel: yes, definitley, you can do it in like 15 minutes but if you want it to look nice it does take up to 45 minutes to do Yue Wang: not really Tzu-Hua Chen: Yes Would do benefit from a multi-purpose makeup products Nattie Kirk: no not at all, I love it, I feel like if youre not in the right mood to do it then yeah but if youre getting ready for a night out it can be fun Annie Reid: no I love doing my make-up Would you benefit from a multi-purpose makeup product? Lucy Mannuel: yes I think so because I feel like when you’re buying these products you feel like youre getting value for your money and you don’t feel like you’re paying any more Yue Wang: yeah I think so Tzu-Hua Chen: No more likely to use the products that have a specific function Nattie Kirk: I think it depends on the product but yeah Annie Reid: yeah 42

ANWSERS: What’s your daily skincare routine? Lucy Mannuel: moisturise then start doing my makeup, I always tend to do my foundation first then my eyes then my eyebrows last. And take it off with a cleanser and flannel and then moisturise again Yue Wang: foundation then powder and eyeliner Tzu-Hua Chen: Toner oil lotion Nattie Kirk: cleanse my face with micellar water, then moisturise and put eye cream on and some form of SPF Annie Reid: cleanse my face, wash it, tone it What do you think are your problem areas? Lucy Mannuel: definitely my skin Yue Wang: spots, dry skin and around my eyes Tzu-Hua Chen: sensitive skin, face color(complexion) Nattie Kirk: blackheads on my nose Annie Reid: I break out on my chin , so my skin Do you find that your makeup conceals these areas? Lucy Mannuel: yeah yeah but you don’t really g=ever get an airbrushed look Yue Wang: yep Tzu-Hua Chen: Yes Nattie Kirk: yeah but I find theres a lot of issues around my blackheads not being covered Annie Reid: mm yeah like if I get good coverage make up Do you have to use multiple products to treat your skin problems? Lucy Mannuel: erm yeah I use quite a few different things just because you here the benefits from all the different products Yue Wang: yes Tzu-Hua Chen: yes Nattie Kirk: yeah Annie Reid: no I tend to use the same What are your thoughts on anti-pollution products? Do you find this necessary? Lucy Mannuel: I wouldn’t really care that much but if it was a big thing of rthe product it would convince me Yue Wang: I would buy into it Tzu-Hua Chen: yes its necessary (UV protection) Better to have a products that could protect the skin as make-up is already damage to your skin. Nattie Kirk: I feel like its more of a marketing thing and they don’t actually do anything Annie Reid: im going to be honest no

ANWSERS: Do you find make-up hard to wear when working out? Lucy Mannuel: yeah Yue Wang: no Tzu-Hua Chen: No. But could have one that are sweat-proof Nattie Kirk: yeah Iâ&#x20AC;&#x2122;d always take it off before Annie Reid: oh yeah I never wear it What attracts you to a certain product? Lucy Mannuel: natural ingredients Yue Wang: packaging Tzu-Hua Chen: comments from other customers or youtuber Nattie Kirk: the brand Annie Reid: the brand, and the reviews from youtube How much would you be willing to pay for the right product? Lucy Mannuel: 25 Yue Wang: 35 Tzu-Hua Chen:? up to 60 pounds Nattie Kirk: 45-50 Annie Reid: foundation 30-50 Where you would you buy your make-up? Online/offline Lucy Mannuel: online for convenience but if I can go into a shop I would Yue Wang: online Tzu-Hua Chen: both online and offline more on online (beaty bay, cult beauty, look fantastic and official online store Nattie Kirk: in store well it depends on what you need if you need to match a shade Annie Reid: offline I think Are your eyebrows an important for you? Lucy Mannuel: yeah Yue Wang: not massivley Tzu-Hua Chen: yes the shape of the eyebrow will affect the whole face and the color should match the hair as well Nattie Kirk: yeah Annie Reid: yes really important If there was a way of extending your eyebrows like eyelashes would you try it? Lucy Mannuel: yeah definitely Yue Wang: yes Tzu-Hua Chen: yes Nattie Kirk: yeah I think so but I have quite bushy brows anyway Annie Reid: no, not eyebrows mine are quite full anyways