Botanics New Product Development Report by Nav Khatkar

BOTANICS THE POWER OF PLANTS new product development

CONTENTS Introduction

Opportunity Platform

Methodology

Idea Pool

Harvesting Ideas

INTERNAL Brand History

Innovation Model

Brand Portfolio

Qualitative & Quantitative

Brand Audit

Key Insights

Target Consumer

Further Research

Brand Health

Market Research

EXTERNAL

NEW PRODUCT DEVELOPMENT

Perceptual Map

Smart Pigment Capsule

Competitor Analysis

Ingredients

PESTLE

Product Outline

Innovation Pyramid

Whatâ&#x20AC;&#x2122;s Trending? Health & Wellbeing

Estimated Commercial Feasibility

Eco Iconic

Conclusion

Convenience

Time & Work Plan

Anti Ageing

Appendix

SWOT

Bibiliography

Innovation Platforms

Citations

Ansoff Matrix

Illustrations

INTRODUCTION In this report we have identified consumer skincare issues and trends which have directed a new product development process for Botanics. The aim of this report is to provide an in-depth analysis of the brand whilst highlighting key strengths and weaknesses of the skincare market to help create a new product which will compliment Botanics brand essence. This process will include primary and secondary research which will be utilized to devise a development process which introduces a revolutionary and innovative product. Creativity will be demonstrated throughout this report to build a strong range of concepts which identify key areas for Botanics growth. Furthermore, this new product development process will help broaden the brandâ&#x20AC;&#x2122;s appeal amongst both existing and new consumers.

METHODOLOGY To develop a strong understanding and gain insight for potential concepts, various research methods were employed gathering qualitative and quantitative responses. Primary research consisted of three questionnaires, one obtaining 60 responses open to all genders and ages, another collecting 50 responses from male consumers aged 22-35 and a final questionnaire sampling a further 50 females aged 23-50. All questionnaires were utilised to gain an insight on the awareness, perception and usage of the Botanics brand. However, the second and third questionnaires were in relation to concept ideas which required further research. In addition to this, a focus group was directed with 5 females aged 20 to 49 which aimed to collect reliable and in depth insights into what the current issues are regarding their skincare regimes. Many insights were highlighted by gaining direct responses from consumers, allowing the concepts to be tailored to the Botanics consumer. Furthermore, observational research was conducted via a trip to the Beauty Expo (ExCel London) and Boots stores to obtain expertise advice whilst understanding current trends within the skincare and beauty market. Secondary sources such as Mintel, WGSN, Trend Watching and Marketing Week were utilised to help form a deeper understanding of the current consumer and mega trends within the market.

INTERNAL

BRAND HISTORY Boots’ Botanics brand was launched in 1995. Perceptions of natural skincare before the brand were commonly, dull and un-indulgent [Richardson, NTU NOW]. Therefore to fill a gap in the market, Botanics combined natural plant extracts with sophisticated high-tech formulations to alter consumer perceptions. By 1998 the brand spanned across five different markets: skin/body, hair, bath, deodorants and men’s. Two years later in 2000, Botanics first successfully re launched as they collaborated with the Royal Botanic Gardens’ expertise in working with plants with their variety of products. The following year in 2001, Botanics then branched into the cosmetics market. This new line of products was confirmed to contain pure plant extracts in levels which were proven to show benefits as they were authenticated by the Royal Botanic Gardens. In the autumn of 2003, the Botanics Washing and Bathing range was revitalised by making additions such as new fragrances and textures. Botanics ‘pore perfecting’ skincare was also introduced and designed for women with blemish prone skin. Years later in 2012, Botanics re-vamped their image to celebrate their relationship with the Royal Botanic Gardens and to show more life in their products; reflecting with the operative use of plant extracts within their range.

BRAND PORTFOLIO The Botanics brand offers a large product portfolio range from skincare to aromatherapy. The brandâ&#x20AC;&#x2122;s main focus is on facial skincare offering 6 sub categories providing the right plant enriched ingredients for different skin types, allowing the brand to reach a wide demographic.

Menâ&#x20AC;&#x2122;s

Bath, Body & Hand

Facial Skincare

Hair

Aromatherapy

BRAND HEALTH Attributes Accessible Effective Ethical Sourcing Award Winning Authentic Sustainable

Source of Authority British Boots own brand Launched in 1995

BOTANICS THE POWER OF PLANTS

Personality

25-35 year olds Extracts from Royal Botanic Gardens

Honest Responsible Trustworthy Passionate Expertise

Promise

Affordable Natural/Organic Everyday use Powerful plant extracts Scientifically proven

Vision Statement become a top 3 global player, moving the Botanics brand in to a â&#x20AC;&#x153;Tobrand that consumers see as inspiring, exciting and efficacious, something they are proud to buy and love using.â&#x20AC;? (NTU NOW)

TARGET CONSUMER Women aged 25-35 Women interested in natural skincare with no harsh chemicals Honest skincare claims Real results with natural extracts

Consumer Profile

Grace 26 years old Graduated with a medical degree Works full time in a chemist Likes to recycle and cares for the environment Concerns about ingredients in products Enjoys applying natural/organics products to many aspects in her life Prefers a â&#x20AC;&#x2DC;natural chicâ&#x20AC;&#x2122; look with make up Has a dedicated daily skincare regime Does not want to spend a lot on skincare as she is trying to save money Interested in products that are naturally sourced with efficient results 10

BRAND HEALTH A survey was devised to gather consumer’s opinions on Botanics, the skincare market and the problems they face. Out of the 60 responses that were collected, 93% of the respondents were female and 57% of the respondents were aged 25-35 [see appendix charts 1a & 1b]. This certified that the majority of responses collected were from Botanics core target market, which ensured the opinions gathered were relevant and accurate. The questionnaire was firstly used to establish the public’s perception of Botanics. Results show that 67% of respondents had heard of Botanics and 54% ‘hardly ever’ buy from the brand [see appendix charts 1d & 1e). This demonstrated that Botanics are not well established amongst their perceived target consumer. In addition to this, consumers were asked to describe Botanics in 3 words which are displayed in fig 1 as a word cloud. The most popular words that came up are ‘natural, organic and cheap’, which signifies that although consumers may not shop the brand, they do have an awareness of Botanics essence and beliefs.

Fig 1

In addition to this, the questionnaire identified which competitors consumers opt for over Botanics. With 34% choosing Simple and 27% respectively for Nivea and Dove [see appendix chart 1h], this indicated that Botanics are failing to capture potential consumers’ attention. Therefore, a carefully considered new product development could help Botanics gain the interest of these consumers. Finally, shown on the graph, 88% of people surveyed use moisturiser regularly in their skincare routine [see appendix chart 1g] and 55% find that application is a major problem they face [see appendix chart 1f]. This information will be used to develop a range of concepts, which can overcome these issues.

EXTERNAL

PERCEPTUAL MAP

This perceptual map clearly demonstrates which brands are Botanicsâ&#x20AC;&#x2122; closest competitors and locates where they currently sit within the skincare market. Although there are many different brands which they compete with, not all have the same values as Botanics. Clarins, for example, arenâ&#x20AC;&#x2122;t as concerned with using natural plant extracts but concentrate on emphasising the scientific evidence of their productsâ&#x20AC;&#x2122; benefits on account of their ingredients. Therefore their main competitors will also focus on the use of only natural and/or organic substances compared to more scientifically proven brands such as Clinique. Due to similar pricing, brand principles and consumer usage - discovered through primary research- it was concluded that Simple, Nivea and Dove were also Botanics closest competitors.

COMPETITOR ANALYSIS Natural ingredients

Brand Essence

Affordable products using plant extracts Committed to the environment

Target Consumer

Product Portfolio

UK brand

Worlds largest skincare brand

First skincare Heritage brand to use no Offers consumers colour/no perfume compelling and innovative products in products

Helps women build self esteem Confidence Natural beauty

Women and men aged 25-35

Women and men aged 18-30

Women and men aged 18-34

Eco concerned

Sensitive skin

Body confident

Facial Skincare Bath, Body & Hand Hair Mens Aromatherapy

Washing & Bathing Skincare Hand & Body Lotion Facial Skincare Lipcare Deodorants Haircare Mens care Haircare Washing & Bathing Suncare & Travel Men+Care Baby Wash & Deodorant Derma series True Tone

When conducting primary research, it was found that consumers were shopping at alternative brands over Botanics. These brands Simple, Nivea and Dove are available at Boots and are widely accessible in supermarkets as well as discount stores. 34% of consumers opted for Simple and 27% respectively for Dove and Nivea [see appendix chart 1h]. These brands have an advantage over Botanics as they are well engaged with their target consumers due to their branding and skincare offerings.

PESTLE ANALYSIS Political There is a possibility of Britain leaving the EU, meaning importing and exporting could become more difficult [White et al, 2014]. This presents an opportunity to Botanics as currently they produce their products in the UK. However, competitors within the skincare market import their ingredients so it could lead to their price tag increasing, meaning that Botanics will have an opportunity to undercut their competition in terms of pricing. The government has the power to alter laws, which could have a direct or indirect effect on UK businesses. For example, tax could increase which would alter the price of shipping which will affect the profit margins of products leading to higher priced goods. Economic The economy is slowly recovering, with GDP growth confirmed at 0.7% in 2014 [Trading Economics, 2014], meaning that consumers will have more disposable income. This may lead to them to purchasing from more premium brands as they are more desired and will become more attainable. This could affect Botanics, as they are a low-cost brand and could lose customers. If the economy decreased in the UK, there will be a rise in costs for manufacturing and producing therefore Botanics may see a rise in costs therefore profit margins will decrease. Furthermore, companies that source their ingredients and manufacture abroad could face a competitive advantage over Botanics. Social Aging population is also a key factor for Botanics to consider. There are currently above 3 million over 65 year olds in Britain today and this is said to double by 2030 [Parliament UK, 2015] leading them to becoming key consumers for brands to target. As well as this, the older generation are now known to be more experimental; therefore they are more willing to try new products. Lifestyle trends are emerging which sees consumers becoming more environmentally and organically conscious [Trend Watching, 2015] when purchasing skincare products. Consumers are aiming to lead a healthy lifestyle, which as a result has seen a lot of organic, and natural products grow in demand due to this â&#x20AC;&#x2DC;greenerâ&#x20AC;&#x2122; lifestyle.

Technological There has been heavy development into the technological side of skincare and beauty regimes and products have been developed such as Clarasonic brushes, which help cleanse the skin. These have proved popular in launching and have featured in influential press such as Vogue and Elle. This could be something Botanics looks into in terms of product development. Social Media is becoming the most popular form of marketing and Botanics should utilise this as it is a low cost method of reaching out to consumers. Currently Botanics do not have their own social media accounts and are instead advertised through Boots. In one way, this is good as Boots have a high social media presence but it would also be good for the brand to have their own accounts as they could post about their brand specific issues, such as the plants they use within their products and their new product launches. Legal The research into the long-term effects of using beauty products has led to more than 1,110 personal-product ingredients being banned from cosmetics sold with the European Union due to concerns that they may cause problems such cancer and even birth defects [Verchot, 2014]. This may not immediately effect Botanics as a lot of their ingredients are natural and have been tried and tested but could be something that may affect product development in the future as research continues. Laws have emerged which have seen animal testing being banned within cosmetic product development. Therefore this puts a limitation on the type of products that companies can introduce. However, Botanics abide by certain policies that avoid this legalisation meaning they do not have to alter their production methods as well as appearing more ethical to the consumer. Environmental Due to a high usage of natural resources, environmental laws have been implemented to limit the carbon footprint of companies. Botanics meet this requirement as part of their essence, which is to be an ethically sourced brand. From their products to their packaging, Botanics ensure throughout the entire manufacturing process they are an ethical and environmentally friendly brand which has led them to winning The Guardianâ&#x20AC;&#x2122;s 2014 â&#x20AC;&#x2DC;Sustainable Business Awardâ&#x20AC;&#x2122;.

WHATâ&#x20AC;&#x2122;S TRENDING?

HEALTH & WELLBEING Consumers today shape the health and wellbeing trend, there has been a recent realisation that consumers are continuously looking for products that benefit both their body and their skin. The lifestyle of individuals is changing due to recent positive outlooks on maintaining a healthier way of life. It has now become a social trend to keep active, go to the gym, juicing and detoxing as well as eating healthy. â&#x20AC;&#x2DC;Beauty from withinâ&#x20AC;&#x2122; is a major trend that is greatly influencing shopping behaviour. Consumers are becoming more conscious about ingredients found in not only foods they eat but also in their skincare and beauty products. Research from Mintel indicates that 49% of women and 34% of men are beginning to show an interest in trying out new vitamins and supplements to help reduce the appearance of wrinkles [Mintel, 2014]. Also according to Mintel, 69% of consumers have found that organic food is a superior and healthier option for them as it is free from chemicals and pesticides [Mintel, 2014]. Botanics already cater for this trend to an extent as they currently avoid the use of SLS, parabens and other harsh chemicals. However, they can further adapt to this growing trend by implementing recognisable ingredients such as fruit extracts and vitamins to target a broader audience.

ECO ICONIC According to Trend Watching, consumers are becoming increasingly conscious about shopping ‘green’ and are “eager to flaunt their green behaviour” [Trend Watching, 2015]. This gives consumers the ability to build their status so that they can be perceived superior to their peers.

goods and services sporting bold, iconic markers and “Eco-friendly design, helping their eco-conscious owners show off their

eco-credentials to their peers. At the heart of ECO-ICONIC is a status shift (isn’t there always?): many consumers are eager to flaunt their green behavior and possessions because there are now millions of other consumers who are actually impressed by green lifestyles. [Trend Watching, 2015]

”

Companies are progressively becoming greener and skincare brands specifically have started swapping to organic ingredients in their products as well as using recycled packaging. Botanics are an eco-friendly brand who cater for this trend and connect with the ‘green’ consumer. This aspect should be pushed further in their future product development so that they stand out from their competitors and become a 'go-to' brand for the green consumers.

CONVENIENCE Convenient products and services are paramount in the beauty and cosmetic market today. With a growing demand for products and services that reduce the time required but give multiple benefits or better results, brands are constantly competing with each other to provide this service to consumers. With consumers being time hungry, the fastest and most beneficial products are receiving high demands and sales as consumers seek the most convenient opportunities when applying products. Brands are constantly competing to be more convenient with consumers, this is lead to the development of innovative products which save time and are travel friendly. Products and services now have multiple benefits so consumers don’t need to buy various products to achieve a specific look.

“The convenience proposition remains a key area for innovation to keep consumers straying to other competitive products. ” [Mintel, 2013] Female consumers are becoming more conscious of their physical features and appearances. As an effect of this, there has been a growing consumer trend of ‘lunchtime beauty treatments’. Allowing the consumer to fit a procedure into their hectic lifestyle, treatments can now take up to 15 minutes with results that last up to a year. These can include under eye circle treatment, express teeth whitening and sweat reduction. With smart phones and other forms of technology developing rapidly, consumers have grown high expectations for the turnaround time of product and service outcomes. This has resulted in the general population becoming more time hungry and seeking for the brands that provide the most convenient and time efficient options possible.

ANTI - AGEING In 2013, the anti-ageing moisturiser share in the skincare market was a huge 41.6%. (Statista, 2013). Anti-ageing products have created a powerhouse position which is now a highly lucrative section in the retail market. Multiple benefits, halting or reducing the chances of ageing has created a powerful platform for skincare brands to capitalise on. Wrinkles are now not the only features that classify someone as getting old, therefore there is constant product development cycle to bring out the best products to cater for these growing demands. Many consumers hold the urge to remain youthful, therefore men and women yearn for products that will allow them to remain physically young. As a result, the anti-ageing market will potentially forever remain strong as there will always be a demographic getting old. With newly developing technologies, the product and service opportunities for anti-ageing seem endless. According to WhatClinic.com, facial anti-ageing injections have shot up by 93% since 2014 (Mirror, 2015) which is evidence an outstanding growth. Consumers are seeking new forms of opportunities to reduce the numbers of their age, whether they are through products or services. With a high increase in demand for a new anti-ageing opportunity, there is clear evidence that consumers are still keen to find something to reduce ageing. This is a strong opportunity to capitalise on for Botanics, forming an innovation platform with growing potential.

SWOT ANALYSIS Strengths Botanics was launched in 1995 and in now collaborates with The Royal Botanics Garden, Kew [Boots, 2015] to develop their ranges, demonstrating expertise. All of the ingredients are sourced in the UK [Boots, 2015], which appeals to mindful consumers who are concerned about the carbon footprint of their purchases. Botanics offer affordable skincare products which are accessible online and in store. Botanics offer a wide range of products from mens to skincare to hair etc. This shows the brand’s diversity and capability to enter into different markets. Botanics are environmentally friendly presenting themselves as an ethical brand, again helping them appeal to mindful and ‘green’ conscious consumers. Their organic range appeals to consumers that want all things natural, which reports show is a growing consumer market [Trend Watching, 2015]. Their branding states that the products are scientifically proven which demonstrates authenticity and reliability, appealing to sceptical consumers. The brand boosts a USP of using plant extracts, separating themselves from their competitors. Weaknesses Botanics’ low price point may deter consumers as they could deem it poor quality. Primary research shows that customers in the past have said it is not eye catching, deeming it ‘boring’ and ‘dull’. Botanics’ men’s skincare range is extremely limited which demonstrates that the brand, have not entered their new markets fully.

Opportunities The men’s skincare market is showing signs of growth [Mintel, 2014]. A trend in hair oil has come about in recent years, featuring ingredients such as argan, coconut and macadamia. Applications via mists such as foundations and moisturisers. Innovative skincare and makeup research is bringing about product development opportunities, such as clarasonic brushes. There is a gap in the market for maternity/ baby skin care ranges as mother’s are becoming more concerned about the ingredients in their skincare, wanting more organic ingredients. There is a trend in detoxing using herbal teas, aimed to improve skincare and promote weight loss such as the ‘Bootea’ range. Threats Due to the popularity in using natural ingredients, there is a range of substitutes on the market, both online and in-store, meaning a vast number of competitors for Botanics. Discounted premium brands are readily available which may sway the consumer. This is because the economy is recovering [Trading Economics, 2014], meaning that more premium brands are more affordable and accessible for consumers. Beauty blogging and the media are influencing consumer’s purchasing habits, and primary research demonstrates that over 66% of consumers have never heard of Botanics. This limits the brand as their competitors may be in better positions to send out samples easily which means that they are gaining publicity, such as Simple’s partnership with beauty blogger, Zoella. Boots has recently been bought out by Walgreens, [Nottingham Post, 2015]. This could mean that the budget for Boot’s may be cut, leading to cut backs on product

INNOVATION PLATFORM

The chosen innovation platforms based on the consumer trends helped devise the concepts. Health and wellbeing and convenience, proved to both be on trend and key drivers of consumer demands. Health and wellbeing is a growing trend which has led the skincare and beauty market to push their products to appeal to the health conscious consumer. Brands are under high competition with keeping up to date with consumer desires of natural and organic ingredients to help form natural beauty. From primary research, 60% stated that ingredients and natural/organic products influence their cosmetic purchases [see appendix chart 1i]. Many present innovative creations are based around making everything simpler for the consumer and being as time efficient as possible. Consumers are attracted to products which can both decrease the time taken to apply and the use of goods. A new revolutionary product devised would fit in effectively with this growing convenience trend.

ANSOFF MATRIX Existing Products

New Products Vitamin skincare range for target consumer 2535 year olds which target specific areas of skin such as: radiance, dark blemishes, brightening etc.

Existing Markets

Vitamin supplements with plant extracts which will cater for ‘beauty from within’ trend that will also be a unique selling point for Botanics. Beauty mist developed with natural plant extracts to help freshen the face and give the skin a ‘natural glow’ with smart colour pigment to match skin tone.

New Markets

Botanics could introduce an ingredient called Kinetin which is an extract found in plants to help with evening out skin texture, increasing skin moisture, uneven pigmentation and anti ageing. Botanics could broaden their target consumer age from 25-35 to 16-35. This would allow their existing products to be suitable and relatable with ‘natural beauty’ as they are scientifically proven plant extracts. It would also mean that the brand is more accessible to a younger market that is highly influenced by beauty blogging and social media. Introduce a more efficient and convenient way to store skincare products such as cleanser, toner, moisturiser. All in one type bottle which comes apart for separate use but ultimately travel friendly and easy to refill with favourite skincare products. Comes in various colours, washable and made from 100% recycled plastic.

Botanics could introduce a maternity skin and body care range which would contain organic and natural plant extracts but no parabens, SLS, dyes, scents etc. Tea range from plant extracts which benefit the skin and inner body without needing to apply skincare products – beauty from within. Introduce a hair shampoo based on natural plant extracts that would also be a heat protectant – so that once hair is washed, on contact with a hair dryer, hair will be curly. No need for extra hair products with chemicals in. Just shampoo! A silicone cleansing device for various skin types, sensitive, normal, anti ageing… but ‘oozes’ cleanser out. No need for big chunky bottles or replacing brush heads. Silicone based device would not build bacteria, waterproof, 31 small and travel friendly.

OPPORTUNITY PLATFORM Macro Trends Health & Wellbeing Convenience Eco Iconic Skincare Trends Anti Ageing

Anti ageing products Products that are convenient Products that support health and well being

Brand Competencies & Attributes Natural & Organic Scientifically proven Plant extracts Trustworthy Responsible Environmentally friendly Expertise

It was vital to understand where the opportunity is for Botanics. Combining current macro and skincare trends with Botanics brand attributes, it was evident where the opportunites were and what categories Botanics must consider going forward.

IDEA POOL Face and hair masks

Spot treatments Herbal Tea Range

Vitamin pills stop turning hair grey

Curl activating shampoo

Fruit extract based skincare Maternity range Kinetin ingredient anti ageing

Beauty Mist Vitamin supplements

Menâ&#x20AC;&#x2122;s shaving argan oil

New

HARVESTING IDEAS New Horizons

Brand Stretch

Market and Brand Changing

Needs strong USP

Vitamin Supplements Maternity Skincare

Current

Vitamin Skincare Range

Spot Treatments

Sustaining Innovation Low

Saturated Market

Beauty Mist

Herbal Extract Tea Curl Activating Shampoo

Face & Hair Masks

Menâ&#x20AC;&#x2122;s Argan Shaving Oil

Substantial Innovation

Fruit Extract Skincare

All in one bottle for skincare

Market - Competitive Environment

Breakthrough Innovation High

Unmet Needs

After developing numerous concepts into an idea pool, possibilities were then harvested into this model. As displayed, the ideas were categorised between saturated markets, new horizons, brand stretch and level of innovation. The most innovative were the Beauty Mist and Menâ&#x20AC;&#x2122;s Argan Shaving Oil; the least innovative but were in highly saturated markets were spot treatments, face and hair masks and vitamin skincare range.

INNOVATION MODEL Big & Easy

Big & Tough - will require investment

Vitamin skincare range

HIGH

Vitamin supplements

Curl activating shampoo

Herbal tea range with plant extracts

Fruit extract based skincare

Beauty Mist Small & Tough - strategic rationale for keeping LOW

Size of Opportunity

Men’s shaving argan oil

Small & Easy - quick wins Face and hair masks

All in one bottle for skincare

Spot treatments

DIFFICULT

EASY Ease of Execution

Once the ideas were harvested, the concepts in new horizons and brand stretch were taken forward and placed into an innovation model. This helped direct the elimination process, allowing the ideas to be condensed into 5 key concepts. The ideas that were taken forward were those placed in ‘big and tough’ and ‘big and easy’ as these concepts proved to be of a higher reward as they were the most innovative for Botanics.

Go ahead

Maybe

Cut

BOTANICS THE POWER OF PLANTS

Fig 2

25-35 year old women Botanics Argan Curl Activating Shampoo provides women with a hassle free and natural way to achieve the curly look by using just one product. The new Botanics Argan Curl Activating Shampoo will be cost and time efficient ensuring women get that hair salon look without the hefty price tag. It will provide your hair with the best plant extracts that nourish and provide great natural benefits to your hair without harsh chemicals that strip natural hair oils. A formula for all hair types with no SLS, no parabens and animal testing. Washing your hair with Botanics Argan Curl Activating Shampoo provides your hair with anti-heat and anti-frizz benefits whilst nourishing and conditioning your hair with Argan extracts. This product eliminates the need to use various heated hair tools and hair products whilst being time efficient. Once you wash your hair with this product, upon contact with a hair dryer, your hair will curl and the result will be healthy bounce with maximum hydration. No need for curling tongs and no need to use extra products such as serums or anti-heat sprays that can damage your hair on daily use.

BOTANICS THE POWER OF PLANTS BOTANICS THE POWER OF PLANTS

BEAUTY FROM WITHIN

Fig 3

20-50 year olds The Botanics Herbal Tea Detox is a must have cleanse for your body. Stemming from the idea of ‘beauty from within’ the Botanics Herbal Tea Detox is created from herbal extracts such as lemongrass, orange and ginger. These extracts have been carefully selected and are scientifically proven to enrich and hydrate the skin, as well as improve the body to reduce bloating, aches and pains. Popular amongst celebrities, the recent ‘Tea-Tox’ trend has been dominating social media. Botanics have took this further creating a low cost tea that is made entirely from plant extracts, ensuring that there are no chemicals, no additives and no caffeine. All that is required is a cup of Botanics Herbal Tea each morning to invigorate the body and mind. The plant extracts work through the body and clear away toxins that may cause imperfections, making sure that you start your day refreshed and relaxed. Beauty starts from within therefore the Botanics Herbal Tea Detox aims to cleanse the body, creating the best possible version of yourself you can be.

BOTANICS THE POWER OF PLANTS

Fig 4

25-40 year olds The Botanics Vitamin Supplements are the perfect fix for consumers who are conscious about maintaining healthy nutrition as well as caring for their skin. Botanics Vitamin Supplements are a great solution for individuals who desire a product that combines what they are putting on their skin and into their bodies. The range offers Vitamin A which supports a healthy immune system with anti-ageing benefits; Vitamin C which brightens the skin, relieving dark spots and blemishes and also Vitamin E which contains a natural SPF whilst restoring sun damaged skin as well as protecting it from pollution. A capsule every morning or evening can revitalise your body and skin. Entirely formulated from all natural plant extracts, this vitamin range has been scientifically proven to enhance your wellbeing internally and externally. For those mindful about receiving all the necessary nutrients and vitamins for both their body and skin, these vitamin supplements will deliver you with not only healthier skin but will also transform your lifestyle.

BOTANICS THE POWER OF PLANTS

SHAVING OIL enriched with argan oil conditions strengthens e 50 ml F.Z. 0.z.

Fig 5

22-35 year old males The new Botanics shaving oil is the saviour to men everywhere. Low cost but high quality the shaving oil is enriched with Argan oil, a plant extract which is scientifically proven to condition facial hair as well as the skin. Added benefits include soothing and healing razor bumps, burns, anti-acne and is also a natural skin toner. By conditioning the hair, beards can grow more evenly whilst remaining groomed, so now there is no pressure for a clean shave before that all important morning meeting. Furthermore, the oil will help maintain the razor blades, removing the need for traditional mechanical oils, ensuring that your razor is looked after and remains in working condition for longer. Simply use the product during each shave or after a morning shower and see the effects instantly. Whether you are clean-shaven or not, the Botanics shaving oil nourishes and softens your beard and skin, ensuring that you remain in the best condition possible - a must for men everywhere.

BOTANICS THE POWER OF PLANTS â&#x20AC;&#x153;5 SECOND BEAUTYâ&#x20AC;?

BOTANICS

THE POWER OF PLANTS

BEAUTY MIST

colour correcting hydrating brighten

colour correcting hydrating calming

colour correcting hydrating anti redness

smart pigment capsule to adhere to any skin tone

spf 20

e 70 ml 2.3 FL. 0z.

ANTI FATIGUE with kale

Fig 6

ANTI BLEMISH with aloe vera

ANTI AGEING with ginkgo

20-54 year old women The Botanics Beauty Mist is the answer for busy women everywhere. With many consumers being short of time, this convenient product has been designed for an effortless, effective and colour correcting application. The cost and time efficient beauty mist ensures a natural glowing look whilst boosting hydration. With carefully selected plant extracts to cater for specific skin types the revolutionary Botanics Beauty Mist provides the skin with a light, natural finish. The spray feature is easy to use with a non pore clogging formula, leaving the skin with a sensation of freshness. The Botanics Beauty Mist comes in 3 options that enrich the skin with scientifically proven plant extracts such as Aloe Vera, Kale and Gingko. All of which are proven to nurture the skin and improve its natural appearance with various added benefits such as brightening, calming and anti ageing. It also contains Smart Pigment Capsules which means any of the mists can adhere to various skin tones and no colour match is needed. A lightweight breathable formula that contains no SLS, no parabens or chemicals, it is the best quick fix any woman could need. 40

QUALITATIVE & QUANTITATIVE To narrow down these concepts more qualitative in depth research was collected and analysed. This research helped develop a stronger insight into consumerâ&#x20AC;&#x2122;s wants which helped address which concept would be most beneficial emotionally and functionally for them. Firstly, a questionnaire sampling 50 men aged 22-35 was devised. This was to gather opinions on the shaving oil as to see whether it could be a viable option for Botanics. Results showed that 90% of males were not aware of Botanics [see appendix chart 3a], which demonstrates a weakness between Botanics and the male consumer. The respondents were asked if they would buy into the concept and 84% said yes [see appendix chart 3b], however 50% stated they would not purchase it from a brand such as Botanics as they do not specialise in menâ&#x20AC;&#x2122;s skincare [see appendix chart 3c]. This shows that this concept is not currently suitable for Botanics but potentially could have success in the future if different marketing tactics were employed. As the research above led the development process to disregard the male shaving oil, the remaining four concepts were taken forward for further qualitative research. To gain opinions on the other four concepts, a focus group was conducted with five females aged between 20-49. This demographic was targeted to guarantee valid, reliable responses and opinions directly from Botanics target consumer. After being shown the four concepts, it was established that the beauty mist and herbal tea were the most popular concepts [see appendix 4]. When asked to elaborate, three females explained that they dislike using their fingers or brushes to apply their skincare and all agreed they require products to be convenient and hygienic. When asked about the herbal tea concept, all agreed they believed that what they consume affects their skin but three were not convinced that they would buy into the concept, with four people stating that skincare regimes take priority. These insights have led to the beauty mist as the strongest idea, which will be carried forward. Some additional insights found through carrying out the focus group were that overall consumers are concerned about the application of skincare products, specifically moisturisers. In addition to this, it was evident that consumers agree convenience is an essential quality the product should have and would buy into a concept if all these qualities could be combined.

KEY INSIGHTS “I love using a moisturiser but waiting for a moisturiser to dry and soak into my skin is really time consuming; sometimes I’m waiting 5/10 minutes before I can start my application.” 27 year old female*

a little boy and skincare maintenance is the least of the problems “ I have but I’d still like to look like I made a bit of an effort in the morning.” 25 year old female*

of anti ageing creams are a thick and oily consistency which is “Anotlotpleasant to rub on your face, leaving greasy residue on hands.” 49 year old female*

“I find that sticking my finger in pots is really messy and unhygenic.” 20 year old female*

creams usually come in squeeze tube packaging which is great “Moisturiser for hands but not for the face especially if you’re wearing make up you can’t apply moisturiser over the top if needed.” 34 year old female*

*Please see appendix 4.

FURTHER RESEARCH Although the focus group provided qualitative responses and highlighted the strengths and weaknesses of the Beauty Mist and Herbal Tea concepts, further research was required to certify which concept should be carried forward for the final idea. A questionnaire was carried out sampling 50 women aged 23-50 as this demographic would be the proposed target market for both concepts. Each individual was shown both concepts and asked two questions on each product [see appendix 2]. Results show that 86% of women surveyed said that they would purchase a facial spray that has been formulated with plant extracts to target and improve skin concerns [see appendix chart 2a]. 78% of same individuals then went on to state that they would purchase this product from a brand such as Botanics as it specialises in plant extracts and female skincare [see appendix chart 2b], therefore is trusted. When asked about the herbal tea, only 34% of respondents said they would definitely purchase the product, with 46% being unsure on the concept [see appendix chart 2c]. Furthermore, only 22% of the respondents would purchase the product from a brand such as Botanics [see appendix chart 2d]. Clearly demonstrated through these results, the Botanics Beauty Mist is the strongest concept and will be the most likely to succeed, therefore this will be carried on as the new product development concept.

MARKET RESEARCH When using facial skincare products, which of the following results are you looking for? [Mintel, 2014]

Fig 7

788 females aged 16+ 250 females aged 16+ Out of 12 choices, here shows the 5 highest selections (%). Moisturiser BB Cream

During market research, strong findings of consumer behaviour were analysed through Mintel. This allowed allow firm direction towards highlighting the key features of a product that consumers most commonly seeked. The primary and secondary market research was used to implement paramount benefits of a product, to cater for skin problems consumers predominately looked to overcome.

“ With the majority of consumers seeking facial care products to treat dry

skin, the moisturising/ hydrating claim remains prominent in the facial skincare category, evident in 65% of product launches in 2013 and drawing level with botanical/herbal as the most popular positioning claim. [Mintel, 2014]

”

of 35-44-year-old consumers look for products to improve “ 40% the texture of skin, and 36% to prevent fine lines and wrinkles.” [Mintel, 2014]

According to Mintel, 61% of young consumers are most likely to use a product that treats pores, oily and acne related skin. To cater for this large statistic, both moisturising and colour correcting attributes would be incremental towards developing a product that will provide a natural but highly beneficial skincare product. As 76% of women aged 35-44 looked for products to improve skin texture with anti-ageing benefits, therefore core ingredients that would further benefit the reduction of ageing are required, which will result in creating a higher consumer interest. 50% of women aged 45-54 use anti-ageing facial skincare products, “therefore anti-ageing claims in natural and organic toiletries could be one way to appeal to this demographic.” [Mintel, 2014]

NEW PRODUCT DEVELOPMENT

SMART PIGMENT CAPSULE

Fig 8

Fig 9

Green = Anti redness Purple = Anti dullness Orange = Anti fatigue Smart pigment capsule technology has recently been launched into the beauty and skincare market. This consists of three coloured liquids which counteract three major skin problems. The consistency of many foundations is usually thick, however this formula is thin and lightweight which allows it to deliver a natural finish and delicate application. Upon contact with any skin type, the liquid adheres to the skin tone as demonstrated in fig 9. As no colour match is needed, this innovative and exciting aspect can revolutionise the convenience that the potential product can offer. Currently, L’Oreal are the only brand who offer this technology, however it is only available in a ‘squeeze’ tube form. This product’s unique feature has progressively acclaimed positive reviews in the beauty and skincare market. However, the downfall of the product is the inconvenient application for the consumer. It is unhygienic, messy and not travel friendly. The concept proposed for Botanics is to incorporate the Smart Pigment Capsule technology into a mist form. The pigment would also be infused with carefully selected plant extracts which have been scientifically proven to benefit various skin concerns. As mentioned above, the consistency of this liquid is naturally thin and light, therefore the application via a mist would complement the subtle and natural finish it would provide. 46

Real life demonstrations of consumers using Smart Pigment Capsule. Fig 12 - Eczema sufferer who is happy with results.

Fig 10

Fig 11

Fig 12

Fig 13

INGREDIENTS When considering ingredients to incorporate into the Beauty Mist, it was important to understand the benefits and identify how they will cater for various skin types and concerns. Recently, kale has been trending in the skincare market for its diverse number of benefits. It is proven to brighten the skin whilst boosting hydration and contains natural SPF. The next plant extract that would be suitable is Ginkgo Biloba, which is proved to be the best anti-ageing plant extract available. Lastly, an ingredient which directly targets acne prone skin whilst delivering a wide range of vitamins is aloe vera. All these three plant extracts have been scientifically proven to benefit the skin and compliment Botanics brand essence.

Young consumers are most likely to use treatment products for a â&#x20AC;&#x153;range of acne-related concerns such reducing pore size (35%) and treating oily skin (26%) as well as specifically for targeting acne.â&#x20AC;? [Mintel, 2014]

Aloe Vera

Vitamin A, B1, B2, B6 and B12, Vitamin C and E, folic acid and niacin. Minerals found in aloe vera include copper, iron, sodium, calcium, zinc, potassium, chromium, magnesium and manganese. Natural moisturiser Treats sunburn Treats acne/spots Helps psoriasis/eczema Natural skin glow Anti allergenic Improves skin firmness

Kale

Ginkgo Biloba

120mg of Vitamin C (100g) Brightens skin Boosts hydration Reduces dark circles (Vitamin K) Packed with Omega 3 & 6 Reduces dark spots Cleanses pores Keeps skin healthy and young Anti-oxidant Collagen for skin strength Provides skin with elasticity Natural SPF Boosts melanin Controls inflammation 49

Asian tree Been around for centuries Lives up to 1000 years Reduces appearance of fine lines, age spots, sagging and wrinkles. Anti-oxidant Natural SPF Anti inflammatory Preserve skin firmness and elasticity. Naturally antibacterial Prevents scars and acne

PRODUCT OUTLINE After carefully considering the ingredients, a mock up concept of the Beauty Mist was created. From primary research statistics show 55% of people stated application was an existing problem in their current skincare regime [see appendix chart 1f] and therefore the beauty mist spray overcomes this issue. In addition to this, 60% stated that ingredients and natural/organic products [combined results] influence their purchases [see Appendix 1i]. Furthermore, 88% use moisturisers in their skincare regime [see appendix chart 1g] and the beauty mist has been formulated to meet this high demand. As shown through research, there is a gap in the market for such a revolutionary product, combining both the power of plants and the convenience of a one â&#x20AC;&#x2DC;go-toâ&#x20AC;&#x2122; skincare product.

BOTANICS

THE POWER OF PLANTS

BEAUTY MIST

colour correcting hydrating brighten

colour correcting hydrating calming

colour correcting hydrating anti redness

smart pigment capsule to adhere to any skin tone

spf 20

e 70 ml 2.3 FL. 0z.

ANTI FATIGUE with kale

ANTI BLEMISH with aloe vera

ANTI AGEING with ginkgo

INNOVATION PYRAMID HIGH

Tier 1 REVOLUTION BO

TA ER

N PL

2.3

FL.

IC A

BE A

AN UT TI Y M wit FATI IS h k GU T co ale E lou r hy corr d e bri ratin ctin gh g ten g sm ca art psu p to le ig an to men y sk ad t in here ton sp e f 20

me ge ga En al on oti

TA ER

IC A

BE A

AN UT TI Y

M h a BLEM IS loe ISH T co ve lou ra r hy corr d e ca ratin ctin lm g ing g sm ca art psu p to le ig an to men y sk ad t in here ton sp e f 20 wit

e 70

2.3

FL.

N PL

IC A

BE A

e 70

AN UT Y TI wit AG MIS h g EI T co ink NG lou go r h co an ydra rrec ti re tin tin g dn g sm ess ca art psu p to le ig an to men y sk ad t in here ton sp e f 20

2.3

FL.

Tier 2 EVOLUTION

e 70

Tier 3 LOW

INCREMENTAL

The beauty mist has been placed in the innovation pyramid between revolutionary and evolutionary tiers. The beauty mist is an innovative product which will create a big impact with consumers, although is it not highly risky, it will create strong business to consumer relationships. Modest technology infused into the beauty mist will build brand equity with its unique selling point.

ESTIMATED COMMERCIAL FEASIBILITY

The chosen target market for the Beauty Mist concept is 20-55 year old females, totalling up around 23.9% of the current adult population. As primary research discovered the concept to be a product of high interest to consumers, 15% trialists were utilised. An estimated prediction of four repeat purchases per year led to a total potential market volume of just over 9 million. Considering Bootsâ&#x20AC;&#x2122; good distribution of products to be 70% and a further 20% awareness of the Beauty Mist, this results to a potential first year volume of just over 1.2 million products sold. When multiplying this figure by the cost of the Beauty Mist, an annual value of ÂŁ12.6 million could potentially be achieved.

CONCLUSION The beauty mist is a highly innovative product which has shown evidence to succeed due to current gaps in the market. No other competitors offer anything like this product in a spray form with plant extracts. The beauty mist is tailored to various skin types to help relieve skin concerns with scientifically proven natural ingredients. It is an innovative and efficient product with high consumer interest. Creating a unique selling point with its functional and emotional benefits, the beauty mist is revolutionary for Botanics and for their existing and new consumers.

Questionnaire sampling 50 males on concept Questionnaire sampling 50 females on concept

Take further strongest concept based on primary and secondary research - proved to be Beauty Mist

In depth qualitative research collected on beauty mist and tea concept

Visited beauty expo and gained expertise advice and knowledge on current trends and ingredients in the skincare market

More primary research needs to be conducted to gain a clear understanding of which NPD concepts are the most innovative

Incorporate key information from event into our NPD concept - more quantative research needed on final 3 concepts

5 NPD concepts taken forward with focus group and obtained opinions

Focus Group with 5 females aged 20-49

In depth qualitative research collected on the male shaving argan oil concept

Generate idea pool and harvest ideas to gain a clear understanding of consumer needs and market gap More primary research needs to be conducted to gain a clear understanding of which NPD concepts are the most innovative

Conducted questionnaire and gathered results which gave insight and direction of brand weaknesses

Questionnaire sampling 60 M&F

Beauty Expo @ ExCel London

Create a questionnaire to gather insight with current awareness, usage and perception of Botanics

Observing the Botanics section of Nottingham store, analying current products and market gap

Instore Observations

Key Next Steps

Summary of Current Position

Activity

All day

2 hours

4/5 hours

2 hours

20 mins

Timings

TIME & WORK PLAN

Week 30

Presentation rehearsal (2 hours)

Finalising product development (4-5 hours)

Proof reading report as a group - everyone has had equal contribution (4-5 hours)

Dragons Den

Week 33

Questionnaire formed Final and strongest on tea, beauty mist concept was decidedand mens oil - gath- based on primary and secondary research ered results (all day) (4 hours)

5 concepts were concluded and mock up boards were made (2 hours)

Meeting with Yvonne Presentation script Report layout was Insights and clear was written as a group finalised (4-5 hours) structure gained (3 hours) (15 mins)

Research collected from Beauty Expo (2 hours)

Group meeting on harvesting ideas (2 hours)

Week 32

Week 31

Presentation layout as a group was formed (2 hours)

Appendix & Bibliography (4-5 hours)

Sat

Report Hand in

Presentation rehearsal (3 hours)

70% of presentation Evaluating completed as a group Opportunity Estimated commercial equal contribution from all group feasibility employed members (2 hours)

Focus group conducted and transcript complete (4-5 hours)

Internal Brand Audit and primary research results analysed (2 hours)

Group meeting Idea Pool (2 hours)

Fri

Meet up with Yvonne Presentation complete and Tas - group feed- and final group checks back sheet (3 hours) (30 mins)

Competitors, target consumer & trends analysed for report (4 hours)

Brand history, SWOT & PESTLE as a group (3 hours)

Devised innovation platforms for potential concepts - group meeting (1 hour)

Macro trend reports were read individually over the weekend

Thurs

Week 29

Group meeting commenced with Botanics research (1 hour)

Wed

Questionnaire created for primary research (2 hours)

Tues

Group meeting on Report layout Macro Trend Reports as a group was formed (Individual reading) (2 hours) (2 hours)

Mon

Week 28

Week 27

Presentation rehearsal (3 hours)

NPD Research (3 hours)

Group meeting working on report (4-5 hours)

Sun

APPENDIX 1 Chart 1a

Chart 1b

Chart 1c

Chart 1d

Chart 1e

Chart 1f

Chart 1g

Chart 1h

Chart 1i

APPENDIX 2 50 females aged 23-50. Respondents were shown Beauty Mist (Charts 2a & 2b).

Chart 2a

Chart 2b

50 females aged 23-50. Respondents were shown Tea concept (Charts 2c & 2d). Chart 2c

Chart 2d

APPENDIX 3 50 males aged 22-35. Respondents were shown Argan Shaving Oil Concept.

Chart 3a

Chart 3b

Chart 3c

APPENDIX 4 Focus Group Conducted with 5 females A –20 years old B –27 years old C – 34 years old D – 25 years old E – 49 years old Speaker shows audience the 4 women’s skincare concepts. Speaker: What are your thoughts on these new product concepts for Botanics? A: I quite like the idea of the mist, I’ve used something similar in the past but didn’t like applying it D: The L’Oreal tube one? yeah I used it, it still felt a little thick and messy. The tea sounds good though, a bit like that Bootea brand. B: [pause] I’m not sold on the vitamin pills, they seem like a waste of time really. [pause] The shampoo I’m not a fan of either, I don’t see how that can work and it seems a little more suited to a hair brand. D: Yeah, Botanics isn’t really known for their hair products. It’s a good idea though. E: The vitamin pills are just too overdone. It’s not very innovative. C: I agree with the mist. I’d probably buy into it. E: and the tea is quite a nice idea. D: I really like the beauty mist idea but I guess the application would be much better than a foundation spray, would it be a fine consistency, so I don’t need to worry about it getting into my hair? Speaker: Yes, the dior foundation is much thicker consistency but that has had great success, the Botanics Beauty Mist is lighter and more fluidlike so you don’t need to worry B: I use the Dior Airflash foundation spray, I don’t really have any problem with it so actually I am quite impressed by the concept Speaker: So we can agree the tea and the mist are the better ideas? A: [pause] yeah, they seem the most suited to Botanics B: I agree, it’s a shame, the shampoo seems like such a good idea but I don’t really understand how it can work and if I’d believe it E: yeah, the tea I’m not entirely convinced on but it would probably sell ok D: I agree, I’m not sure on the tea but it’ll be a good idea if it takes off but the mist I really like the idea of. C: Yeah, the mist and tea – I like them both to be honest

Speaker: Ok, so on the line of the beauty mist what is your main concern in terms of skincare and getting ready in the morning? A: my bad skin means that I have to spend a lot of time putting my make up on in the morning D: I agree, [pause] sometimes my skin just needs brightening up but this means that I have to apply a lot of foundation E: [pause] I’m concerned about dark circles Speaker: And other than foundation what else do you use to counteract this problem? A: I don’t feel like there’s a lot out there to adjust it C: I quite like BB creams D: Yeah, but sometimes they are still a bit thick, I don’t really like the thought of having a lot on my face, especially when I’m just running around and don’t really need it B: [pause] It would be nicer to have a way of covering skin without clogging it up that is quick and convenient Speaker: And in terms of application, what problems do you have? A: I don’t really like using my fingers to apply products and it’s a lot of effort to wash my brushes all the time. Also, I find that sticking my finger in pots is really messy and unhygienic. C: I agree, I’m so paranoid that I’m just spreading bacteria on my skin D: I don’t really like foundation bottles without pumps – or bottles that don’t let you get all the product out. My Nars foundation drives me mad. A: I have the same problem E: I agree about the usage of fingers, I hate it so I’m constantly washing my brushes, I use cotton buds to get the product out. Speaker: Are there any other major problems you face? B: Just timing and finding products good for my skin, that’s why I’m sceptical to buy new products as certain chemicals break me out C: Moisturiser creams usually come in squeeze tube packaging, which is great or hands but not for the face especially if you’re wearing make-up you can’t apply moisturiser over the top if needed. D: Yeah, just mostly timing in the morning, I have a little boy and to be honest, skincare maintenance is the least of the problems but I d still quite like to look like I made a bit of an effort in the morning. E: I have the same problem. My children take priority so something quick and good would be perfect. For a certain problem I guess anti-aging is something I’ve started bothering about. B: I love using moisturisers but waiting for a moisturiser to dry and soak into my skin is really time consuming; sometimes I’m waiting 5/10 minutes before I can start my make-up application. E: A lot of anti-aging creams are a thick and oily consistency, which is not pleasant to rub on your face, leaving greasy residue on hands.

Speaker: How do you feel about organic products? D: I’d give them a go but I’m slightly sceptical but if it works, it works. It’s definitely better than putting chemicals on your skin C: Yeah, as I said before my skin breaks out when I use chemicals so I’ve found the safest technique is just using natural products E: I’m with [D], I’m sceptical but I’d try anything once. Speaker: Ok, and for the tea, would you try it if it was the right price? A: I would, I’ve seen things similar on Instagram and they’re quite expensive so if it was a bit cheaper I’d try it C: Same, [pause]. I like it, especially if it’s natural and good for your skin. There are a lot of alternatives though. E: Yeah, there are a lot of competitors, I’m not sure it’ll sell well. I don’t think I’d buy it myself. D: I agree. B: Me too, it just seems like a bit of a con. Speaker: But, you would agree that what you put in your body affects your skin? A: Absolutely. C: I agree, but using the right products is still more important. D: Yeah [C] is right. It’s more about what you put on your skin. E: Completely, it’s all about eating and drinking right. B: Yeah, drinking lots of water.

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CITATIONS “To become a top 3 global player, moving the Botanics brand in to a brand that consumers see as inspiring, exciting and efficacious, something they are proud to buy and love using.” [Uploaded on NTU NOW] Available at: https://now.ntu.ac.uk/d2l/le/content/311127/viewContent/1453355/View [Accessed on 12/02/2015] “Eco-friendly goods and services sporting bold, iconic markers and design, helping their eco-conscious owners show off their eco-credentials to their peers. At the heart of ECO-ICONIC is a status shift (isn’t there always?): many consumers are eager to flaunt their green behavior and possessions because there are now millions of other consumers who are actually impressed by green lifestyles.” Trend Watching [2015] Available at: http://trendwatching.com/trends/ecoiconic.htm [Accessed on 23/02/2015] “The convenience proposition remains a key area for innovation to keep consumers straying to other competitive products.” Mintel. [2013] Available on: http://academic.mintel.com/display/667208/?highlight [Accessed on 16/02/2015] “With the majority of consumers seeking facial care products to treat dry skin, the moisturising/ hydrating claim remains prominent in the facial skincare category, evident in 65% of product launches in 2013 and drawing level with botanical/herbal as the most popular positioning claim.” Mintel. [2014]. Available at: http://academic.mintel.com/display/679620/ [Accessed on 22/02/2015] “50% of women aged 45-54 use anti-ageing facial skincare products, therefore anti-ageing claims in natural and organic toiletries could be one way to appeal to this demographic.” Mintel. [2014] Available at: http://academic.mintel.com/display/724386/?highlight [Accessed on 24/02/2015] “40% of 35-44-year-old consumers look for products to improve the texture of skin, and 36% to prevent fine lines and wrinkles.” Mintel. [2014] Available at: http://academic.mintel.com/ display/704102/?highlight [Accessed on 24/02/2015] “Young consumers are most likely to use treatment products for a range of acne-related concerns such reducing pore size (35%) and treating oily skin (26%) as well as specifically for targeting acne.” Mintel. [2014] Available at: http://academic.mintel.com/display/704102/?highlight [Accessed on 24/02/2015]

JOURNALS O’REILLY, D & DODDY, K. [2009] The Influence of Product Displays on Consumer Behaviour in The Fashion Industry [Online] Available at: http://gse.publisher.ingentaconnect.com/content/apbj/ fmt/2009/00000004/00000001/art00015;jsessionid=20e6sbl9cs7w8.alexandra VIGNALI, G & VIGNALI C. [2009] The PEST Analysis. [Online] Available at: http://gse.publisher. ingentaconnect.com/content/apbj/fmt/2009/00000004/00000001/art00011;jsessionid=20e6sbl9cs7w8.alexandra 66

ILLUSTRATIONS Fig 1. Created by Wells, S. Based on primary research findings of consumer opinions of the brand. Created on 27/02/2015.

BOTANICS THE POWER OF PLANTS

BEAUTY FROM WITHIN

Fig 2. Created by Khatkar, N. [02/2015]

Fig 4. Created by Khatkar, N. [02/15]

BOTANICS THE POWER OF PLANTS

SHAVING OIL enriched with argan oil

Fig 3. Created by Khatkar, N. [02/15]

Fig 5. Created by Khatkar, N. [02/15]

conditions strengthens e 50 ml F.Z. 0.z.

BOTANICS

THE POWER OF PLANTS

BEAUTY MIST ANTI FATIGUE with kale

BEAUTY MIST ANTI BLEMISH with aloe vera

BEAUTY MIST ANTI AGEING with ginkgo

colour correcting hydrating brighten

colour correcting hydrating calming

colour correcting hydrating anti redness

smart pigment capsule to adhere to any skin tone

spf 20

e 70 ml 2.3 FL. 0z.

Fig 6. Created by Khatkar, N. [02/15]

Fig 7. Ling. L’Oreal Paris Nude Magique CC Creams – Anti-Redness, Anti-Dullness & Anti-Fatigue. [2013] Available at: http://www.thebestbeautyblog.com/loreal-paris-nude-magique-cccreams-anti-redness-anti-dullness-anti-fatigue/#sthash.z2MYyc1G.dpbs [Accessed on 3/03/2015] Fig 8. Muse, I. L’Oreal Anti-Redness Magic Skin Beautifier BB Cream Review & Swatches [2014] Available at: http://www.musingsofamuse.com/2014/06/loreal-anti-rednessmagic-skin-beautifier-bb-cream-review-swatches.html#ixzz3UCAOD9if [Accessed on 3/03/2015]

Fig 9 Mintel [2014] Available at: http://academic.mintel.com/ display/704102/?highlight#hit1 [Accessed on 18/02/2015] *Only selected results shown in report.

Fig 10 Unknown Author [06/02/2013] Available at: http://www.letsmakeyuup.com/2013/02/loreal-nude-magique-cc-cream-anti.html [online] Accessed on 09/03/2015

Fig 11 Unknown Author [06/02/2013] Available at: http://www.letsmakeyuup.com/2013/02/loreal-nude-magique-cc-cream-anti.html [online] Accessed on 09/03/2015

Fig 12 Larkin, K. [29/04/2014] Available at: http://toomanyfreckles.blogspot. co.uk/2014/03/loreal-paris-nude-magique-anti-redness.html [Online] Accessed on 09/03/2015

Fig 13 Unknown Author. [Date Unknown]. Available at: http://www.girlscene. nl/p/9857/loreal_cc_cream_en_bb_blush [online] Accessed on 09/03/2015

3633 Word Count N0440138 - Navdeep Khatkar N0514856 - Jemma Ison N0426640 - Sian Wells N0500593 - Emma Serfaty

Ethics Clause We confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. In completing this project all intellectual property rights will be owned NTU and under the conditions of completing a live project with Boots, ideas will be available for them to use.

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