Dissertation Project Stage 1 Market Research

Fig 1

stage 1 N0440138 Navdeep Khatkar

Fig 2

how is the advance of innovation within skincare contributing to consumers boosting their inner wellbeing?

contents introduction & rationale

1

aims & objectives

2

methodology

3

innovation in the market

8

why are millenials key?

12

nutri cosmetics

14

drinkable and ingestible

16

quality vs price

17

beauty from within

20

low ingredient knowledge

21

encouraging growth

24

the personalised experience

25

future and conclusion

28

recommendations

28

references

29

bibliography

31

appendix

35

introduction & rationale “Is beauty health? That’s a great debate. ” (Mellor, 2015)

Beauty and health has converged, causing a great innovative shift in the skincare industry.

This convergence has given birth to revolutionary skincare which has dramatically changed the future of boosting inner wellbeing. The shift from beauty becoming more than something pleasing to the eye, is the result of internal health becoming a more important part of people’s daily lives. This development in beauty has been ever increasing over the last 5 years.

With the skincare industry constantly evolving and being influenced by many innovative creations this is continuously influencing consumer behaviour and lifestyle. Consumers want to prevent ageing and live longer through what they consume, but at the same time they want to look good and feel good. Preventative beauty is now being considered highly important for younger consumers as they want to ensure they lead a healthier life when older.

can hydrate those dead cells and make it superficially look a bit more healthy “Creams than it really is. But it’s always going to be a temporary effect because it isn’t able to get to the guts of where living cells are being produced. ” (Godfrey, 2015)

So what is driving this change? Why does health have an influence on beauty? Internal wellbeing has now become equal in importance as external wellbeing which is resulting in consumers seeking quick and effective alternatives. Brands are now offering products which will work instantly from oral ingestion, these products are called nutri cosmetics and they are multi-functional. Skincare routines can be tedious and with the time pressed consumer, they want convenience and they want it to be made easy.

As the advance of innovation in the skincare industry has contributed to beauty from the inside and out, brands are slowly but surely adopting the nutri cosmetics sector. In this report the negative and positive impacts of this sector will be methodically analysed and barriers will also be considered. In addition, quantitative and qualitative research methods have been undertaken which will support appropriate and most suitable recommendations for the future of boosting inner wellbeing.

1

aims Distinguish what has driven consumer consciousness of their inner well-being.

Understand what has levelled internal and external well-being.

Explore the innovations within the skincare industry and how this is changing the future.

objectives Investigate millennials role in the growth of innovative skincare products.

To compare the differences between topical skincare and ingestible skincare, whilst understanding how and why this is changing the future.

To investigate how personalisation has evolved in skincare for consumers.

To explore how conscious consumers are driving the inner wellbeing trend.

2

methodology When considering the primary research for this study, qualitative and quantitative methods were selected. This was to ensure the study could retrieve a diverse and thorough insight into consumer behaviours and attitudes towards skincare. Relevant industry experts were also interviewed so that an insightful industry perceptive could be analysed and applied to the study. In order to investigate current consumer attitudes towards boosting inner wellbeing a questionnaire was carried out which targeted a random sample of male and females aged between 18 and 60 plus. Behavioural and lifestyle choices toward products and ingredients were explored through the questionnaire and a focus group consisting of 5 millennials aged 19 to 23.

quantitative and qualitative research Quantitative data was collected through an online survey which was open to all ages from 18 to 60 plus and distributed to a random sample online. A survey was the most appropriate research method to capture general consumer attitudes towards buying and using skincare products. Surveys generate numerical data which can easily be analysed and compared.

For this reason, it was selected over other forms of quantitative research methods such as observational study. Also distributing this survey online enabled the respondents to be of a mixed geographical location. Given the time frame, the online survey allowed quick and concise responses from consumers. The random sample survey collated responses from 100 participants of which 78% were female, 22% were male and 66% were millennials aged between 18 and 35 (see appendix 1 charts 1 & 2).

Qualitative research methods were appropriate for the nature of this study as the research question seeks to explore consumer consciousness towards boosting inner wellbeing. In order to achieve this, a focus group was organised to gain an in-depth understanding of what products millennials purchase and their awareness towards the skincare market. The focus group involved five female millennials aged between 19 and 23, this demographic was chosen after the questionnaire demonstrated a high response from female millennials.

Additionally, another qualitative research method utilised was interviewing industry experts.

This enabled a professional contribution to the understanding of the research topic further.

In relation to the skincare and internal health market, retailers Boost Juice bar and Space NK were chosen. As Boost Juice bars branding is based around being health conscious and looking after their consumer through their all natural product portfolio, it was vital to gather understanding on their consumers.

The objectives seek to explore the concept of health food retailers contributing to boosting inner well-being, which is why Boost Juice bar was an appropriate retailer for this research study. Retailer Space NK was chosen as currently they are the high street stockist for internal wellbeing beauty products. Both methods were completed in Nottingham City Centre with 2 employees from each retailer; one being store manager and one being sales assistant.

The reason for this was to also gain an insight into the possibility of varying views both employees may have.

3

observation study An aim within primary research was identify any high street retailers who stocked products which boost inner wellbeing through skincare. This was conducted in Nottingham City Centre to gain an understanding towards the retail scope of these products and services via brand popularity and consumer interest. As a result, retailer Space NK was founded to be the most appropriate for this study as they were the only retailer who stocked a vast amount. Images were taken to provide an awareness into the store layout and marketing of boosting inner wellness products.

research design A combination of open and closed questions allowed for various responses in the survey. A series of closed questions enabled the research to easily construct visual charts and graphs to review the findings, whilst open ended questions gave a detailed insight into the behaviour of consumers. Multiple choice questions were included to allow the respondents to give more than one response where appropriate. This ensured the respondents were not limited and could express their attitudes freely.

limitations Limitations identified within this research were that the respondents were not global consumers and only represent a small segment of the millennial demographic in the UK. Other limitations include a high percentage of female respondents collected in the survey; this limits the scope of gender insights towards the skincare industry. Although the skincare market is predominantly marketed towards females, seeking responses from male consumers would have permitted the research to be equal to both genders with an unbiased view.

The qualitative method of research (interviews with store employees) also presents a limitation of biased opinion. Being exposed to and nurtured by the brand the interviewee is employed by can contribute to biased response in relation to questions about the business or brand.

However, when interviewing industry experts on their opinion on consumer behaviour, the response comparably resembled insights found through secondary findings.

Furthermore, another limitation to a qualitative research method conducted (a focus group of five millennial women) includes a narrow age range as all participants between 19 and 23 years of age. Another observation study could have been implemented to draw geographical location comparisons.

4

7 Fig 3

8

7 Fig 4

innovation in the market For thousands of years, new innovations have shaped the skincare market, exfoliators were made from sand and aloe vera. Today, the advance in innovation has led these natural ingredients to be formed into products that are convenient and quick, such as exfoliating cotton pads and powdered exfoliators.

With the skincare industry continuously developing through trends from Asian markets such as Japan and Korea, it’s paramount for exclusive and mass market brands to interest and educate their target demographic. Innovations within the skincare industry have reached new heights that focus on convenience and multi-functional aspects within products and services. With consumers having less time and leading busy lifestyles, skincare brands need to ensure they adopt trends quicker, be inspired to drive innovation and influence other brands to do the same. Skincare brands have repeatedly mirrored each other due to the high level of competition; which is why consumers are riddled with choice overload. Brands are competing to be irreplaceable and unique, consistently wanting to provide their consumer with the “ideal” product.

The functionality of products which have been the norm for many years now are being transformed into innovative and convenient choices for consumers. These include: swapping collagen creams for collagen shots, liquid face masks to sheet masks, harsh textured exfoliators to powdered exfoliators and swapping face powder for oil blotting sheets; however is there foreseen growth in these innovative products?

The potential for these products are at an ultimate high as the advance of innovation within skincare is encouraging companies to investigate deeper and understand how internal and external beauty has now become equal. Newly found UK based brands, ‘Bella Berry’ and ‘Beauty & Go’, offer smoothie fruit drinks which target moisture in the skin with added collagen. These beauty drinks can only be purchased in department store Selfridges and Tesco which retail between the prices of £2 to £4.

However, with these brands being sold in one luxury department store and a grocery focused retailer, the balance is not quite right. Whilst the innovation behind these drinks is admirable, the execution of where they are being sold doesn’t compliment the revolution behind them. The brands have been placed in the ‘drinks’ sections of these retailers which doesn't allow consumers to quickly acknowledge the importance and benefits they can provide. The consumer who is on the go or rushed may not have the time to stop and observe which drinks are new and what they want.

To purchase a beauty drink which claims to provide internal hydration and boost moisture in the skin, Tesco would not be the place that comes to mind. The nature of this grocery retailer does not encourage the efficacy of the beauty drinks on the shelf whilst they’re placed next to fizzy and sugar based drinks. This is a factor which can hinder the reputation, growth and true potential of innovative ingestible skincare.

8

Fig 5

11

why are millenials key?

“Younger consumers are taking care of their skin earlier than they used to. Their desire

and drive to use high-performance products has been quite noticeable in recent years, they are looking for products that work, but also and most importantly, they want to know how to use the products and how well they work, often before buying.

(Spruance, 2015)

”

Millennials are the most health conscious consumers today when it comes to their internal and external well-being. Millennials consist of a combination of character types and age ranges from 18-35 years. With the desire to look good and feel good, this mindful generation are implementing this into their everyday routines. The significance of reducing medical problems, prolonging ageing signs and life expectancy has become the prominence through this demographic.

“Thanks to social media and influencers, much of this information is now a click away making younger consumers more knowledgeable about skin care and products available. ” (Spruance, 2015)

The younger segment of this demographic have been exposed to a world where being constantly connected to digital technology has influenced their attitudes and lifestyles.

These consumers are consistently exposed to aspirational lifestyles, inspiring them to lead healthier lives. As millennials constantly seek gratification they are easily persuaded in their purchasing and lifestyle choices. Whereas the older segment of this demographic has grown to adapt towards a digitally influenced lifestyle which has increased their awareness surrounding their health and wellbeing. The mind set of millennials has proven to be consistent across all ages, as they demonstrate their willingness to try new things and seek innovation.

“Young women are the heaviest buyers of cosmetics in the $13 billion industry, with 47% buying more than 10 new products every year. ” (Duan, 2015)

As previously mentioned, quantitative data from the survey comprised of 78% females and 22% males of which 66% of respondents were between the ages of 18-35, thus allowing female millennials to be the focus of the study. Female’s millennials desire products that are multifunctional and convenient. However, although easily persuaded as they may be, they also lose interest much quickly than any other generation. Having too much product choice and being overloaded with information in the beauty industry has resulted in consumers becoming less brand loyal. This can set barriers for brands and services as todays female millennials desire more than just a product off the shelf.

12

13 Fig 6

nutri cosmetics global market for nutri cosmetics, valued at $3.36 billion in 2013 and it is projected to “The reach $7.4 billion by 2020, driven by the ‘beauty from within’ trend and a resulting preference for oral nutritional supplements for appearance maintenance. ” (Global Industry Analytics, 2015)

Nutri cosmetics are digestible beauty products which aim to boost inner wellbeing through uses of natural ingredients and specifically selected scientific molecules.

They target the skin cells through their quick and instant absorption through the blood stream; resulting in targeted healing. Beauty supplement brand, Fountain has sold one bottle every 11 seconds since August 2013 (Lange, 2015). As the booming market for nutri cosmetics continues to soar, the desire to look better and feel good at the same time has never been so prominent. With the wellness and beauty market intertwining, brands are consistently aiming to fulfil consumer demands through innovative products and services. are becoming more educated about the benefits of a healthy diet and proper hydration “People and how both of these will affect the skin. Many women are starting to look at how their lifestyle will affect their skin health versus just thinking about the topical products they use. ” (Fogarty, 2015)

Topical products which are applied to the surface of the skin such as creams and other liquids are currently saturating the skincare market. Although these products take up more time to apply, drinkable and ingestible products (as discussed earlier in the study) are a better offering for consumers who want convenience and effective results. As topical skincare been the norm to which consumers have always been exposed to, the multi-functional benefits and convenience behind nutri cosmetics has not been exploited to the mass market. The nutri cosmetics market is split into two segments, drinkable skincare and ingestible skincare. This innovative concept has only been adopted by exclusive and niche brands at Space Nk and high street retailer Boots stock exclusive brand, Fountain.

14

15 Fig 7

drinkable & ingestible Drinkable skincare consists of beauty drinks which can be consumed via shots, jellies or spoon full of liquids each day. These liquids come in bottles of 200ml or above and can target elasticity, plumpness, radiance, hydration, anti-ageing and fatigue.

Ingredients include glycolic acids, hyaluronic acids, clay, charcoal, anti-oxidants and other skincare boosting molecules which can be taken with breakfast or added into meals. While they're not meal replacements, the purpose is to offer consumers with convenience and multipurpose benefits. Ingredients can hold 1,000 times their weight in water; this makes drinkable skincare products revolutionary and beneficial to skin as results are quicker. These can be taken in small doses in spoonful’s or shots.

Ingestible skincare consists of powders, pills, supplements and flakes. These products are usually taken once a day after awakening and the powders can be sprinkled into drinks and meals. Some drinkable products contain high levels of anti-inflammatory properties for body joints, acne, brain and eyes and can also have up to 65 ingredients from vitamins to minerals that benefit the skin and PH levels. The multi-functional properties these drinks and oral products contain allow consumers to ingest the dose in a quick and convenient way. who know about these products know them well, but then we get majority of “Consumers consumers who haven’t heard anything about the powders or liquids until they come into store. ” (Sales Assistant, 2015. See appendix 4.)

Through qualitative research, it was identified that boosting inner wellbeing products such as nutri cosmetics are not well sought amongst the majority of their consumers.

Brands are marketing products such as powders and flakes as ‘elixirs’ which essentially allows the consumer to believe these ‘magic potion’ like products must provide impressive results. The effects brands have on marketing themselves as health beneficial is very important for the purpose of consumer attention and satisfaction.

Although the power of nutri cosmetics can’t be undermined due to the nature of the ingredients, there has become a barrier between nutri cosmetics and mass market brands as to why they have not yet acquired the full potential of the ‘beauty from within’ phenomenon.

16

quality vs price The current market for nutri cosmetics is still growing and discovering a place in consumer lifestyles. Brands are offering nutri cosmetics in various forms, from lower end to the ultimate high end of the scale. Vitamin and mineral infused waters are the most accessible and affordable type of nutri cosmetic available, retailed at around £1.50 for a bottle. This type of water has been enhanced with nutrients to target different concerns such as: boosting the immune system, focus and energy. Although these products are cost effective, the efficacy of these waters have been questioned due to the added sugars, preservatives and colourants.

A, D, E and K can only enter the bloodstream if they are dissolved in dietary fat, like “Vitamins that found in a meal. So unless you drink vitamin water with a meal, these vitamins will be mostly unused by your system. ” (True Lemon, 2015)

Although the idea behind vitamin enriched water has become common, the way it should be consumed, with a meal is not marketed to consumers constructively. There are many consumers who drink vitamin enriched waters on the go without realising that without digesting fats, the vitamins will not be utilised by their body.

In contrast to this, there are many formulations that provide consumers with a middle ground between the cost efficient and expensive. UK based brand, Kiki, offer alkalising powders which include ingredients such as: algae’s, plant juice, sea vegetables and enzymes. The bottle of powder consists of around 25 raw and natural ingredients and is retailed between £7.50 and £30.

Elixir is a powder made from alkalising greens. Designed to help you maintain your pH “Super balance and nutrition, it does more than just improve your skin. It helps your nails, hair, digestive, nervous and hormonal system to stay healthy and balanced. Add two teaspoons of the powder in your daily smoothie or mix it with coconut water.

(Elize 2015)

”

The most expensive product currently sold in Space NK is Elle Macphersons Super Elixir powder retailing at £96, it boasts over 45 natural ingredients, gluten, preservative and dairy free with refillable pouches that can be purchased at £36. Having considered these points, it can be established that in the nutri cosmetics market, the price can greatly reflect on the efficacy and ingredients of products.

17

18

19 Fig 8

beauty from within ENHANCING BEAUTY THROUGH HEALTH As the beauty and wellness markets are interconnecting, the ‘beauty from within trend’ has influenced the skincare market and the conscious consumer vastly.

Beauty from within encompasses the importance that health and consumption has on physical appearance. The skincare market has been shaped by the ‘beauty from within’ trend and is leading futuristic skincare like never before. This trend highlights the importance of convenience in consumer lifestyles and the demand in consistent results. As nutri cosmetics have been the epitome of this trend, conscious consumers are seeking convenient ways to enhance their beauty through products that boost their inner wellbeing. is a strong consumer perception of appearance through health; however usage of beauty “There supplements remains low which may be driven by low knowledge of beauty ingredients, as well

as the high cost of products. Targeting the mass market could secure growth for the category, in addition to raising awareness of beauty ingredients.

(Khanom, 2015)

”

A study carried out by Mintel has found that 70% of consumers believe hydrating the skin from the inside is more important than moisturising (see appendix 2 chart 13).

This demonstrates that a vast amount of consumers are aware of boosting internal wellbeing through what they consume. In addition to this, another study by Mintel found that only 47% of over 55 year olds and 54% of 16-24 year olds are aware of the ingredient, hyaluronic acid, which is utilised for internal and external hydration in products (Khanom, 2015). Although the younger demographic (16-24 year olds) are more aware than the older demographic, both percentages are relatively low (both below 55%). This demonstrates that overall consciousness about the benefits of internal hydration is high, however there is a lack of knowledge in the education of products that promote these benefits.

20

low ingredient awareness In addition, it was found that 58% of respondents were currently ‘unsure’ or ‘didn't know’ their skin type and also unaware of which products would work best for them (see appendix 1 chart 6). This data clearly validates the extremely low knowledge millennials have on ingredients as well as their skin type and what works best for them. Yet the ‘conscious consumer’ finds it particularly important what ingredients are inside the products they purchase.

The focus group study founded key insights from five female millennials as they were asked to bring their 3 most important skincare products. The most popular brand choices were: Simple, Nivea and Clarins and the product type which was most utilised were face wipes. The respondents explained why they believe these products were the best for their skin and immediately the reaction was based primarily on the feel, scent and after feeling the product left once used (see appendix 7).

“Wipes are nourishing and moist in comparison to other brands.”

(Respondent A, focus group, 2016. See appendix 7)

it’s gentle, lightly scented and sensitive for my skin, easy “I feel like the cream is amazing because to put on and I feel fresh. ” (Respondent C, focus group, 2016. See appendix 7)

None of the female respondents revealed that ingredients had an influence on their most used products. This was a surprising factor as the feel of a product is what made the respondents believe that product was suitable for them. Although this data was only analysed from 5 female millennials, it would be useful to have considered a wider millennial age bracket as well as minimum 8 to maximum 12 number of respondents.

In comparison with the survey, it revealed that in multiple choice question 62% chose food ingredients and 70% chose natural ingredients as factors that persuade them to purchase skincare (see appendix 1 chart 12).

21

used widely in healthcare, such as vitamin C and antioxidants, show high awareness “Ingredients and knowledge of functionality, however when it comes to ingredients specific to beauty, knowledge is much lower. ” (Khanom, 2015)

Due to the high use of fruit and vegetable extracts in facial skincare, consumers are more aware of the place these ingredients hold in the skincare market. They are available in the high street from all skincare retailers and are accessible whilst being relatively cheap. Respondents from the primary research survey revealed that 83% find it appealing to have food related ingredients such as vegetables and fruits in their skincare and beauty products (see appendix 1 chart 11). Consumers are exposed to health benefits of natural ingredients that are available at local supermarkets such as these fruit and vegetables as they are promoted a lot more through many forms of media such as TV, social networking and health related chemists.

Data from the primary research survey revealed that on a scale of 1 being not important and 10 being extremely important, how important is it for them to know what ingredients are inside the products that they purchase for their internal and external wellbeing; in which 74% of consumers rated 8, 9 or 10 (see appendix 1 chart 4)*. *Results mentioned have been combined to a total of 74% from rating scale of 8, 9 and 10.

Throughout the quantitative research conducted, respondents answered questions on ingredient knowledge and their personal skincare. It was found that a huge 78% of respondents were either ‘unsure’ or ‘didn't know the difference’ between preserved and non-preserved skincare (see appendix 1 chart 5).

22

19 Fig 9

encouraging growth lot more on innovative products because they’re convenient and “People need to be educated aresults are often quicker from within. ” (Store Manager, 2015 see appendix 6 )

The innovative shift from products applied directly to the skin to products which are orally taken to enhance beauty has not become commercialised as of yet. Encouraging the growth for nutri cosmetics is highly important due to the lack of knowledge consumers have in ingredients and nutri cosmetics. Data from the survey showed that a huge 94% had not heard of the term ‘nutri cosmetics’ (see appendix chart), in addition the focus group study confirmed millennials also were not aware of the term (see appendix 1 chart 8). This identifies the lack of awareness millennials have, a contributing factor to this is also high street offering. Many high street retailers and department stores have not implemented nutri cosmetics in their stores.

During the observation study in Nottingham, the aim was to find out which high street retailers are currently offering these products, as a result only Space NK had a dedicated section. Nutri cosmetic brands who are currently stocking a large amount of their products in Space NK are not targeting the mass market. With Space NK being a luxury boutique beauty retailer that only stock leading yet luxe brands, this is preventing nutri cosmetics to be accessed by a wider range of consumers and demographics.

A study carried out by Mintel found that 47% of consumers who were aware of beauty supplements considered them to be over priced (Khanom, 2015; see appendix 2 chart 14). With price barriers causing a future concern for the growth of nutri cosmetics, it’s important to create solutions to make them more accessible to current and future consumers.

Consumers are familiar with these formulas when they have medical issues, so the shift from applying something to the surface of the skin to ingesting something which claims to make a difference from the inside out is a huge commitment for consumers.

As producing current elements such as shots, pills and powders is costly for brands, alternative options need to be considered to provide consumers with the innovation without the expense.

24

the personalised experience

25

personalised product must, by definition, evolve to suit consumers’ changing needs. It will “Atherefore be vital for brands to continue their conversations with consumers and involve them in future product development.That way, the personalised will remain truly personal. ” (Moeglin, 2014)

Personalisation has transformed the skincare market by offering consumer’s personal skincare services, which are tailored specifically to each individual. Brands who have the equipment, science and expertise to deliver these products are providing consumers with DNA testing which enables targeted ingredients for every skin care need. Skinshift, a US based brand offer a starter kit for consumers whereby they swab their mouth, send their sample off and wait a few weeks for results. Upon receiving the results, consumers can go online and choose which products they would like to be tailored for them. These products include cleansers, toners, moisturisers and serums.

Although services like these offer the maximum possible result of personalisation, the process from start to finish is not the most efficient service for the time pressed consumer. This is considered as a barrier for the consumer who wants to see quick and effective results. Convenience is important and in today’s society, people desire things a lot more instantly. Consumers expect products and services to be fast, trustworthy and reliable.

“ In reality it’s not easy finding the right products which give you the skin you want.”

(Respondent D, focus group, 2016. See appendix 7)

Primary research survey demonstrated that 90% of respondents would find it ‘beneficial’ to be offered a personalised experience for their skincare needs (see appendix 1 chart 10). This can be incorporated into nutri cosmetics recommendation for stage 2. The gap and interest is very high for personalised experience in a retail environment as currently there are no retailers who offer this type of service for nutri cosmetics.

However the execution would need to be highly considered to push the growth of nutri cosmetics in personalisation. Ingredients and services would need to be proven scientifically to provide consumers with the trust and brand loyalty. Transparency is also paramount when offering customization and personalization as consumers need to know who they’re buying from, what it offers and how they can benefit from it.

Consumers have too much choice and a retail space for reasonably priced, personalised nutri cosmetics would require simplifying consumer purchase choices. don’t know my skin type as well as I should, but personalised skincare for me would be perfect. It’s “Ireally different and it’s not like I can walk into Boots or Superdrug and ask something to be tailored

for my skin type if that makes sense. Their sales assistants don’t always knows what’s best for your skin either, they just seem to point you in the direction of the aisle.

”

(Respondent B, focus group, 2016. See appendix 7)

An insight that was discovered from the focus group conducted was that millennials felt sales assistants in drugstores such as Boots and Superdrug don't have the expertise or knowledge to properly inform them on which products are most suitable for their skin. In addition, all respondents agreed that personalised skincare for boosting inner wellbeing is something that would interest them greatly (see appendix 7).

26

Fig 10

27

future & conclusion we live and what we consume and how it affects our “We are integrating how overall health, vitality and appearance. ” (Simpson, 2015)

After extensive primary and secondary research, it’s significant that consumers want to feel that they’re making a change to their external health through their internal health.

The global desire to feel equally healthy on the inside and outside has encouraged the innovation in skincare to be ambitious and revolutionary. Drawing out the particular insight that the nutri cosmetics market is currently not saturated, there is a huge gap for nutri cosmetics to be offered in their own retail division. Whilst considering the gap for retailing on the high street, price barriers need to be overcome in order to allow nutri cosmetics to enter mass market consumption.

This will enable boosting inner wellbeing to a wider demographic and for the younger consumer, more affordable and accessible. Considering the insights uncovered in this report, it can be concluded that inner wellbeing is going to remain a priority today and in the future for consumers. The busy lifestyle of millennials is driving inner wellbeing as looking good is just as important as feeling good.

Although this skincare trend is spreading fast across different price levels within the market, brands need to adopt nutri cosmetics and boosting inner wellness into their product portfolios to highlight the importance of ingredients and internal beauty.

recommendations After careful consideration a key recommendation for stage 2 would be to offer a service to consumers which educates the consumer on ingredients and their skin type through personalisation. This service could be provided through a concession in a department store, drugstore or through its own retail space. The retail space would endorse a ‘beauty bar’ style approach where consumers can order, personalise and experiment whilst learning more about what it is their skin needs.

The consumers would have the choice to have drinks and remedies made to their skin condition, taste and preferences. As primary research shows that 76% are interested in drinkable sknicare (see appendix 1 chart 12). The key elements of this service would be ingredients that boost inner wellbeing such as alkalising powders made from 100% raw ingredients. With this approach nutri cosmetics would gain a platform which attracts attention and pushes the innovation factor through personalisation. A retail offering for nutri cosmetics would be highly advised to ensure the mass market are being catered for so that this drives growth and appeal factor for nutri cosmetic.

28

CITATIONS DUAN, N. (2015). Millennials Run The Beauty Industry, Says Study. [online] Yahoo.com. Available at: https://www.yahoo.com/beauty/millennials-run-the-beauty-industry-says-study-174633458.html [Accessed 15 Jan. 2016].

Duane, M. (2015). Can a drink really make skin look younger?. [online] the Guardian. Available at: http://www.theguardian.com/science/2015/sep/27/nutricosmetics-drink-make-skin-look-younger-science [Accessed 17 Jan. 2016].

Elize, T. (2015). Beauty from within: 5 nutricosmetic products for flawless skin - LifestyleAsia. [online] LifestyleAsia. Available at: http://www.lifestyleasia.com/hk/en/wellness/photo-story/beauty-from-within-5-nutricosmetic-products-for-flawless-skin/ [Accessed 15 Jan. 2016].

Fogarty, L. (2015). What Are Skincare Drinks | What Are Nutricosmetics. [online] SheFinds. Available at: http://www.shefinds.com/2015/are-skincare-drinks-and-nutricosmetics-the-next-big-thing-inbeauty/ [Accessed 13 Jan. 2016].

Global Industry Analysts, (2015). Nutricosmetics Promise Beauty From the Inside Out. [online] The Business of Fashion. Available at: http://www.businessoffashion.com/articles/intelligence/nutricosmetics-inside-out-beauty-super-elixir?utm_source=Subscribers&utm_campaign=970c3f3edc-&utm_medium=email&utm_term=0_d2191372b3-970c3f3edc417486741?utm_source=Subscribers&utm_campaign=970c3f3edc-&utm_medium=email&utm_ term=0_d2191372b3-970c3f3edc-417486741 [Accessed 15 Jan. 2016].

Godfrey, M. (2015). Can a drink really make skin look younger?. [online] the Guardian. Available at: http://www.theguardian.com/science/2015/sep/27/nutricosmetics-drink-make-skin-look-younger-science [Accessed 15 Jan. 2016].

Khanom, R. (2015). Inside-Out Beauty - UK - October 2015. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/716228/ [Accessed 13 Jan. 2016].

Lange, C. (2015). Can a drink really make skin look younger?. [online] the Guardian. Available at: http://www.theguardian.com/science/2015/sep/27/nutricosmetics-drink-make-skin-look-younger-science [Accessed 18 Jan. 2016].

Lemon, T. (2016). Is VitaminwaterÂŽ Good for You?. [online] Truelemon.com. Available at: http:// www.truelemon.com/article/288-vitamin-water#sthash.RWhXpK5D.dpuf [Accessed 13 Jan. 2016].

Moeglin, E. (2014). Consumers take control as customisation in beauty grows | Mintel.com. [online] Mintel.com. Available at: http://www.mintel.com/blog/beauty-market-news/consumers-take-control-as-customisation-in-beauty-grows-2 [Accessed 12 Jan. 2016].

Simpson, P. (2015). 4 ways the nutricosmetics market is maturing. [online] Newhope360.com. Available at: http://newhope360.com/beauty/4-ways-nutricosmetics-market-maturing [Accessed 18 Jan. 2016].

Spraunce, B. (2015). Teen beauty: Skin care companies target millennials with latest launches. [online] www.vancouversun.com. Available at: http://www.vancouversun.com/life/teen+beauty+skin+care+companies+target+millennials+with+latest+launches/11330469/story.html [Accessed 18 Jan. 2016].

29

BOOKS Bushko, R. (2002). Future of health technology. Amsterdam: IOS Press.

Jones, A. (2006). The Elgar companion to health economics. Cheltenham, UK: Edward Elgar.

Miller, R. and Washington, K. (2008). Consumer behaviour 2009. Loganville, Ga.: Richard K. Miller & Associates.

LIST OF ILLUSTRATIONS Fig 1. Anon. [online] Available at: https://s.yimg.com/uu/api/res/1.2/Nk2lJ6EDxD1Op9DoCvmKmg--/ aD0zODY3O3c9MjU3ODtzbT0xO2FwcGlkPXl0YWNoeW9u/https://s.yimg.com/cd/resizer/2.0/FIT_TO_ WIDTH-w2578/35f58badd37dca0f9e68e880e1c3ca0f9a05a990.jpg [Accessed on 16/01/2016] Fig 2. Decker, J. (2014) Are Collagen Nutricosmetics More Effective than Topical Collagen? [online] Available at: http://www.nutritionaloutlook.com/beauty/are-collagen-nutricosmetics-more-effective-topical-collagen [Accessed on 16/01/2016] Fig 3. Body Health. (2015) The Super Elixir: Elle Macpherson secret [online] Available at: http://bodyhealthmag.com/the-super-elixirelle-macpherson-secret/ [Accessed on 23/01/2016] Fig 4. Khatkar, N. (2016) Space NK Nottingham. Primary research photo taken from iPhone 6. Taken on 16/01/2016 Fig 5. Higdon, E. (2014) TARGETING MILLENNIALS: TRY AN OMNI-CHANNEL APPROACH. [online] Available at: http://www.lift361.com/targeting-millennials-try-omni-channel-approach/ [Accessed on 20/01/2016] Fig 6. Khatkar, N. (2016) Space NK Nottingham. Primary research photo taken from iPhone 6. Taken on 16/01/2016 Fig 7. Khatkar, N. (2016) Space NK Nottingham. Primary research photo taken from iPhone 6. Taken on 16/01/2016 Fig 8. Khatkar, N. (2016) Space NK Nottingham. Primary research photo taken from iPhone 6. Taken on 16/01/2016 Fig 9. Khatkar, N. (2016) Space NK Nottingham. Primary research photo taken from iPhone 6. Taken on 16/01/2016 Fig 10. Khatkar, N. (2016) Space NK Nottingham. Primary research photo taken from iPhone 6. Taken on 16/01/2016

30

BIBLIOGRAPHY ARTICLES Altmann, C. (2015). Lessons from the Korean Skin Care Market. [online] Skin Inc. Available at: http://www. gcimagazine.com/marketstrends/regions/asiapacific/Lessons-from-the-Korean-Skincare-Market-330290181. html [Accessed 15 Jan. 2016].

Baker, J. (2015). The rise of the conscious consumer: why businesses need to open up. The GUARDIAN. [online] Available at: http://www.theguardian.com/women-in-leadership/2015/apr/02/the-rise-of-the-conscious-consumer-why-businesses-need-to-open-up [Accessed 23 Oct. 2015].

Barnes, K., Connolly, C. and Gitlin, J. (2015). Issue 9: Redefining health and well-being for the millennial generation. [online] PwC. Available at: http://www.pwc.com/us/en/health-industries/top-health-industry-issues/ millennials.html [Accessed 24 Oct. 2015].

Blander, G. (2015). THE POWER IS IN OUR HANDS TO #SPEAKBEAUTIFUL AND CHANGE THE CONVERSATION IN SOCIAL MEDIA. [online] Multivu. Available Bodaliér, T., Bodaliér, T., Bodaliér, T., Bodaliér, T. and Bodaliér, T. (2014). What does the future of the inner beauty nutricosmetics market hold?. [online] Beauty Nutrition. Available at: http://beautynutrition.com/beauty/inner-beauty/future-inner-beauty-nutricosmetics-market-hold/ [Accessed 16 Jan. 2016].

Business, C. (2016). Nutricosmetics � beauty goes deeper. [online] Cosmeticsbusiness.com. Available at: http://www.cosmeticsbusiness.com/technical/article_page/Nutricosmetics__beauty_goes_deeper/59562 [Accessed 17 Jan. 2016].

Chitrakorn, K. (2015). Nutricosmetics Promise Beauty From the Inside Out. [online] The Business of Fashion.

Available at: http://www.businessoffashion.com/articles/intelligence/nutricosmetics-inside-out-beauty-super-elixir?utm_source=Subscribers&utm_campaign=970c3f3edc-&utm_medium=email&utm_term=0_ d2191372b3-970c3f3edc-417486741?utm_source=Subscribers&utm_campaign=970c3f3edc-&utm_medium=email&utm_term=0_d2191372b3-970c3f3edc-417486741 [Accessed 16 Jan. 2016].

Citrus, T. (2016). Is Vitaminwater® Good for You?. [online] Truelemon.com. Available at: http://www.truelemon.com/article/288-vitamin-water#sthash.RWhXpK5D.dpuf [Accessed 15 Jan. 2016].

Conick, H. (2015). Consumers becoming more savvy, health conscious: Q&A with Healthfull Bread’s director. [online] Bakery And Snacks. Available at: http://www.bakeryandsnacks.com/Manufacturers/Consumers-becoming-more-savvy-health-conscious-Q-A-with-Healthfull-Bread-s-director [Accessed 25 Oct. 2015].

Cosmetics design europe (2013). [Blog] Cosmetics Design Europe. Available at: http://www.cosmeticsdesign-europe.com/Market-Trends/Is-the-beauty-market-ready-for-customisation [Accessed 26 Oct. 2015].

Cosmetics, C. (2014). Canadean finds big potential for personalised skin care in the UK. [online] Cosmeticsbusiness.com. Available at: http://www.cosmeticsbusiness.com/news/article_page/Canadean_finds_big_potential_for_personalised_skin_care_in_the_UK/101762 [Accessed 13 Jan. 2016].

Daniells, S. (2015). Nutricosmetics: ‘US market holds great potential but a few challenges must be overcome’, say suppliers. [online] NutraIngredients-USA.com. Available at: http://www.nutraingredients-usa.com/Markets/Nutricosmetics-US-market-holds-great-potential-but-a-few-challenges-must-be-overcome-say-suppliers [Accessed 14 Jan. 2016].

Daniells, S. (2015). The science of nutricosmetics: ‘Not all collagen ingredients are created equal’. [online] NutraIngredients USA. Available at: http://www.nutraingredients-usa.com/Research/The-science-of-nutricosmetics-Not-all-collagen-ingredients-are-created-equal [Accessed 4 Nov. 2015].

Duan, N. (2015). Millennials Run The Beauty Industry, Says Study. [online] Yahoo.com. Available at: https:// www.yahoo.com/beauty/millennials-run-the-beauty-industry-says-study-174633458.html [Accessed 14 Jan. 2016].

31

Elize, T. (2015). Beauty from within: 5 nutricosmetic products for flawless skin - LifestyleAsia. [online] LifestyleAsia. Available at: http://www.lifestyleasia.com/hk/en/wellness/photo-story/beauty-from-within-5-nutricosmetic-products-for-flawless-skin/ [Accessed 14 Jan. 2016].

Extract, P. (2015). Nutricosmetics are the talk of the town - Purextract. [online] Purextract. Available at: http://blog.purextract.fr/en/la-nutricosmetique-na-pas-fini-de-faire-parler-delle/ [Accessed 18 Jan. 2016].

Fogarty, L. (2015). What Are Skincare Drinks | What Are Nutricosmetics. [online] SheFinds. Available at: http://www.shefinds.com/2015/are-skincare-drinks-and-nutricosmetics-the-next-big-thing-in-beauty/ [Accessed 18 Jan. 2016].

GlobeNewswire News Room, (2015). Nutricosmetics Market is growing at a CAGR of 11.5% from 2014 to 2020 to account for USD 7.16 billion in 2020: Transparency Market Research. [online] Available at: http:// globenewswire.com/news-release/2015/03/12/714594/10124477/en/Nutricosmetics-Market-is-growing-ata-CAGR-of-11-5-from-2014-to-2020-to-account-for-USD-7-16-billion-in-2020-Transparency-Market-Research.html [Accessed 5 Nov. 2015].

Goldman Sachs, (2015). Millennials Infographic. [online] Available at: http://www.goldmansachs.com/ our-thinking/pages/millennials/ [Accessed 23 Oct. 2015].

Goodhousekeeping.co.uk, (2015). skincare trends 2015: 3 to try. [online] Available at: http://www.goodhousekeeping.co.uk/fashion-beauty/skincare-advice/skincare-trends-2015 [Accessed 29 Oct. 2015].

Harris, A. (2015). Teen beauty: Skin care companies target millennials with latest launches. [online] www.vancouversun.com. Available at: http://www.vancouversun.com/life/teen+beauty+skin+care+companies+target+millennials+with+latest+launches/11330469/story.html [Accessed 15 Jan. 2016].

Khanom, R. (2015). Inside-Out Beauty - UK - October 2015. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/716228/ [Accessed 13 Jan. 2016].

Lange, C. (2015). Can a drink really make skin look younger?. [online] the Guardian. Available at: http://www. theguardian.com/science/2015/sep/27/nutricosmetics-drink-make-skin-look-younger-science [Accessed 18 Jan. 2016].

Lange, C. (2015). Can a drink really make skin look younger?. [online] the Guardian. Available at: http://www. theguardian.com/science/2015/sep/27/nutricosmetics-drink-make-skin-look-younger-science [Accessed 12 Jan. 2016].

Lennard, C. (2009). Nutricosmetics: The Future of Beauty or a Waning Fad?. [online] Skin Inc. Available at: http://www.gcimagazine.com/marketstrends/segments/nutricosmetics/63546147.html [Accessed 18 Jan. 2016].

Lennard, C. (2016). Nutricosmetics: Creating Solutions for Today’s Beauty Consumer. [online] Nutraceuticals World. Available at: http://www.nutraceuticalsworld.com/issues/2011-09/view_features/nutricosmetics-creating-solutions-for-todays-beauty-consumer [Accessed 13 Jan. 2016].

Mackinnon, O. (2014). New beauty trend: customised beauty products. [online] Beautyheaven. Available at: http://www.beautyheaven.com.au/hair/shampoo/customised-beauty-skincare-products-13447 [Accessed 30 Oct. 2015].

Marfleet, S. (2015). The Impact of Social Media on Self-Esteem. [online] Blasting News. Available at: http:// uk.blastingnews.com/opinion/2015/04/the-impact-of-social-media-on-self-esteem-00366045.html [Accessed 23 Oct. 2015].

MarketWatch, (2015). Are Health-Conscious Consumers Tipping the Recall Scales?. [online] Available at: http://www.marketwatch.com/story/are-health-conscious-consumers-tipping-the-recall-scales-2015-08-20 [Accessed 25 Oct. 2015].

32

MarketWatch, (2015). Nutricosmetics Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2014 - 2020. [online] Available at: http://www.marketwatch.com/story/nutricosmetics-market--global-industry-analysis-size-share-growth-trends-and-forecast-2014---2020-2015-04-22 [Accessed 7 Nov. 2015].

Matthews, I. (2013). Will Customisation be King for the Beauty Industry?. [Blog] Imogen Matthews. Available at: http://www.imogenmatthews.co.uk/will-customisation-be-king-for-the-beauty-industry-2/ [Accessed 28 Oct. 2015].

MATUSIK, A. (2015). #FeelingBeautiful? InStyle Study Finds Social Media Actually Helps Our Self Esteem. [online] InStyle.com. Available at: http://www.instyle.com/news/feelingbeautiful-instyle-study-finds-social-media-actually-helps-our-self-esteem [Accessed 19 Oct. 2015].

Moeglin, E. (2014). Consumers take control as customisation in beauty grows | Mintel.com. [online] Mintel. com. Available at: http://www.mintel.com/blog/beauty-market-news/consumers-take-control-as-customisation-in-beauty-grows-2 [Accessed 14 Jan. 2016].

Montanera, D. (2015). Nutricosmetics: Can drinks and foods make you beautiful? | besthealthmag.ca. [online] Best health mag. Available at: http://www.besthealthmag.ca/best-looks/beauty/nutricosmetics-candrinks-and-foods-make-you-beautiful [Accessed 6 Nov. 2015].

Nielsen, (2015). Closing the Gap Between Products that Appeal to Our Heart and Health. [online] Nielsen. com. Available at: http://www.nielsen.com/us/en/insights/news/2015/closing-the-gap-between-productsthat-appeal-to-our-heart-and-health.html [Accessed 23 Oct. 2015].

Nielsen, (2015). Health and Wellness in America: The Consumer Perspective. [online] Nielsen.com. Available at: http://www.nielsen.com/us/en/insights/reports/2014/health-and-wellness-in-america-the-consumer-perspective.html [Accessed 21 Oct. 2015].

Nielsen, (2015). Health-Minded Global Consumers Put Their Money Where Their Mouths Are. [online] Nielsen.com. Available at: http://www.nielsen.com/us/en/insights/news/2015/health-minded-global-consumersput-their-money-where-their-mouths-are.html [Accessed 22 Oct. 2015].

Nielsen, (2015). It’s Not Just About the Scale: How Worldwide Consumers Aim to Get Healthy. [online] Available at: http://www.nielsen.com/us/en/insights/news/2015/its-not-just-about-the-scale-how-worldwideconsumers-aim-to-get-healthy.html [Accessed 22 Oct. 2015].

Nutricosmetics, G. (2015). Nutricosmetics Market Trends. [online] Strategyr.com. Available at: http://www. strategyr.com/MarketResearch/Nutricosmetics_Market_Trends.asp [Accessed 18 Jan. 2016].

Nutrition, F. (2014). Nutricosmetics - Future Nutrition. [online] Future Nutrition. Available at: http://www. futurenutrition.ie/nutricosmetics/ [Accessed 12 Jan. 2016].

Pilcher, N. (2015). Expired Fruit Becomes Edible Powder | Stylus | Innovation Research & Advisory. [online] Stylus | Innovation Research & Advisory. Available at: http://www.stylus.com/xlcrlc [Accessed 25 Oct. 2015].

Pitman, S. (2014). Multifunctional and customisation set to re-shape the cosmetics world. [online] Cosmetics Design. Available at: http://www.cosmeticsdesign-asia.com/Market-Trends/Multifunctional-and-customisation-set-to-re-shape-the-cosmetics-world [Accessed 30 Oct. 2015].

Prnewswire, (2015). Packaged Facts: Health-Conscious and Ingredient-Aware Consumers Want Food Nutritional Labeling to Be “Clean” as Well as Seen. [online] Available at: http://www.prnewswire.com/news-releases/packaged-facts-health-conscious-and-ingredient-aware-consumers-want-food-nutritional-labelingto-be-clean-as-well-as-seen-300086957.html [Accessed 26 Oct. 2015].

33

Reid, S. (2015). Millennials Lead The Healthiest Lifestyles. [online] Mi Business Mag. Available at: http://www. mibusinessmag.com/2015/08/03/millennials-lead-the-healthiest-lifestyles/ [Accessed 27 Oct. 2015].

Rooney, J. (2015). The Opportunities That Exist In The ‘Market Of Well-Being. [online] Forbes.com. Available at: http://www.forbes.com/sites/jenniferrooney/2013/03/26/the-opportunities-that-exist-in-the-market-ofwell-being-mequilibriums-jan-bruce/ [Accessed 23 Oct. 2015].

R, T. (2016). Trending Nutricosmetics: Beauty from Within - Robinson Pharma, Inc.. [online] Robinsonpharma.com. Available at: http://robinsonpharma.com/Health-Industry-Insights/Trending-Nutricosmetics-Beauty-from-Within [Accessed 16 Jan. 2016].

Rubino, J. (2015). 4 ways the nutricosmetics market is maturing. [online] Newhope360.com. Available at: http://newhope360.com/beauty/4-ways-nutricosmetics-market-maturing [Accessed 16 Jan. 2016].

Shift, S. (2016). SKINSHIFT | Skin care products personalized to your DNA. [online] Skinshift.com. Available at: http://www.skinshift.com/ [Accessed 15 Jan. 2016].

USA, C. (2015). Ready-to-drink beauty is ready to change everything. [online] CosmeticsDesign.com USA. Available at: http://www.cosmeticsdesign.com/Market-Trends/Ready-to-drink-beauty-is-ready-to-changeeverything [Accessed 15 Jan. 2016].

Videojet, (2014). Survey: Consumers making more health-conscious food decisions. [online] Available at: http://www.videojet.com/us/homepage/general/industry-news/survey-consumers-making-more-health-conscious-food-decisions.html [Accessed 23 Oct. 2015].

Wang, D. (2015). What Millennial Consumers Want From Healthy Lifestyle Brands. [online] Linked In. Available at: https://www.linkedin.com/pulse/what-better-for-you-millennials-want-from-healthy-lifestyle-wang [Accessed 23 Oct. 2015].

Wanstrath, K. (2015). 7 Ways Millennials Are Changing The Healthcare Industry (And What It Means To You). [online] Team HFA. Available at: http://www.teamhfa.com/news/insights/7-ways-millennials-are-changing-healthcare-industry/ [Accessed 22 Oct. 2015].

Watson, E. (2015). Younger Consumers Are Trending Toward More Health-Conscious Eating. Huffington Post. [online] Available at: http://www.huffingtonpost.com/elwood-d-watson/younger-consumers-are-tre_b_6632166.html [Accessed 22 Oct. 2015].

Watz, S. (2015). The rise of the conscious consumer | Lynxeye. [online] Lynx eye. Available at: http://www. lynxeye.com/the-rise-of-the-conscious-consumer/ [Accessed 26 Oct. 2015].

Yeomans, M. (2015). Japan leads the way in nutricosmetics innovation. [online] CosmeticsDesign-Asia.com.

Available at: http://www.cosmeticsdesign-asia.com/Market-Trends/Japan-leads-the-way-in-nutricosmetics-innovation [Accessed 16 Jan. 2016].

34

APPENDIX 1 - Survey results from 100 respondents.

Chart 1.

Chart 2.

Chart 3.

Chart 4.

Chart 5.

Chart 6.

35

Chart 7.

Chart 8.

Chart 9.

Chart 10.

Chart 12.

Chart 11.

36

Chart 12.

Please state why: *56 respondents out of 76 gave a reason to YES Sounds interesting and easier If it works, I would love to try it No faff Quicker I’m guessing and a very unique way Sounds really clever As a young mum, this would be really amazing Very pleasing My boyfriend needs this because he doesn't take care of his skin It seems similar to drinkable sunscreen but more realistic No need for all those bottles on my bathroom shelf?

I have tried it and it really makes a difference This is the next big thing as I work for an online beauty pharmacy but it’s not being marketed right!!!!

Pricey from apothecary retailers but innovative I think I would like a sample, but it seems to be really exciting I’ve tried beauty supplements but results are too long to wait for but this is interesting Inventive I LOVE!!! If this was more mainstream it would be sold out because I would buy it all I would buy it definitely if it was proven My mum would adore this Futuristic in the skincare world I really hate my skincare routine, it takes like 10 minutes Inspires me to create my own skincare line Very nifty idea I would buy it for my husband and myself!

Seems to be quicker and easier Wouldn't need to worry about doing a lot of things to my skin Love the concept of it I’m 28, always busy working and would love to have something to drink on the go Ingenious who would have thought, I’m 49 if only when I was younger Would love to see it working Don't know why this hasn't picked up already Easy to drink!  Lovely idea and I am 45 years old I tried it once but it was really expensive to keep it going Working in London 6 days a week with 3 children, drinkable skincare would be a god send Curious to see the convenience!

Sounds like the world is already in a better place, I love skincare Creative idea I love skincare and taking care of myself and this sounds like a treat!

Quicker Imagine it to be too expensive as I’m a student but really cool idea The time I spend every night with my skincare routine, it’s annoying Sounds quite advanced for younger females! Nevertheless I would buy and I’m 24 I’ve seen it online, seems really good My daughters would ask me to purchase it for them Sometimes I don't find time to do my whole routine so this would be ideal I’m always rushing around in the morning for work but this seems ideal If it was 5 n 1 drinkable thing, then I would really buy it Cool, easy, quick Innovative idea Anti-ageing would be great Convenience, my skincare takes too long 37 Efficacy is so important to me I would try this

8 respondents gave a reason to NO out of 24.

Please state why: I like to have a physical feel with the products I use Sounds too good to be true I have a set skincare routine which I follow religiously due to bad acne and I feel as if it works better Rubbing products into my skin seem better than just drinking something I’ve tried it once and didn't see any results It seems like a fad, there’s too much out there to know what would be suitable I’ve never heard of it and I’m too used to having a skincare routine I like going to bed with a cleansing routine unless the drink would cater for all of that

38

APPENDIX 2.

Chart 13.

Khanom, R. (2015). Inside-Out Beauty - UK - October 2015. [online] Academic.mintel.com. Available at: http://academic.mintel. com/display/716228/ [Accessed 13 Jan. 2016].

Chart 14.

Khanom, R. (2015). Inside-Out Beauty - UK October 2015. [online] Academic.mintel.com.

Available at: http://academic.mintel.com/display/716228/ [Accessed 13 Jan. 2016].

39

40

APPENDIX 3.

Primary Research - Interview with Sales Assistant Boost Juice Bar at Nottingham City Centre Interviewer: Could you describe who your typical consumer is?

Sales Assistant: Young and health conscious, students to 30 year olds.

Interviewer: Do you appeal to as many males as women?

Sales Assistant: We’re quite equal, but women win.

Interviewer: What makes Boost juice bar different from competitors or other juice bars?

Sales Assistant: We make sure our ingredients are fresh AND tasty, not just the easiest to source.

Interviewer: Why do you think consumers purchase freshly produced beverages from you?

Sales Assistant: They want to feel good about themselves and they're meal replacements as well as on the go snacks.

Interviewer: What’s your most popular drink, what does it consist of and why?

Sales Assistant: Strawberry squeeze – banana, strawberry, strawberry yoghurt, apple juice.

J2 & 5 – celery, beetroot, carrot, apple & orange + detox.

Interviewer: Do you use any health promoting ingredients to drive the sales in your products?

Sales Assistant: Wheatgrass, coconut water, chia seeds and whey protein which are fairly new additions.

Interviewer: What do you believe the future is for healthy retailers such as Boost?

Sales Assistant: We will become even more popular but will probably plateau eventually (13 years or so pure speculation!

Interviewer: ‘Bella Berry’ and ‘Beauty & Go’ are two different brands who offer fruit juice and smoothies with added collagen for skincare benefits. What are your thoughts on these beauty drinks being sold in Tesco and Selfridges?

Sales Assistant: I actually haven’t of them, it sounds interesting though. Selfridges and Tesco have quite a big difference between them so I probably would have gone with Selfridges only because you told me it has collagen in there.

Interviewer: Lastly, how do you feel about personalised skincare for boosting inner wellbeing?

Sales Assistant: I think it would make a lot of people more confident in what they use because skincare and being healthy is so important today, there’s a lot of choice out there so personalisation is fairly advanced.

41

APPENDIX 4.

Primary Research - Interview with Store Manager Boost Juice Bar at Nottingham City Centre Interviewer: Could you describe who your typical consumer is?

Store Manager: Mixed – families, adults and children.

Interviewer: Do you appeal to as many males as women?

Store Manager: Yes. Interviewer: What makes Boost juice bar different from competitors or other juice bars?

Store Manager: Everything is at least 98% fat free. We only use fresh produce. Our TD4 frozen yoghurt is only used by Boost Juice Bar UK. Interviewer: Why do you think consumers purchase freshly produced beverages from you?

Store Manager: Healthier alternative, loyalty scheme and taste!

Interviewer: What’s your most popular drink, what does it consist of and why?

Store Manager: Strawberry squeeze – banana, strawberry, strawberry yoghurt, apple juice.

Interviewer: Do you use any health promoting ingredients to drive the sales in your products?

Store Manager: We use fresh fruit and veg. No nasty additions. We add superfood supplements for extra health promoting ingredients such as wheatgrass, fibre and chia seeds.

Interviewer: What do you believe the future is for healthy retailers such as Boost?

Store Manager: Healthy retailers will go from strength to strength. Not only is it now fashionable to be healthy, newly releasing investigations of the effects of fast foods promotes us independently.

Interviewer: ‘Bella Berry’ and ‘Beauty & Go’ are two different brands who offer fruit juice and smoothies with added collagen for skincare benefits. What are your thoughts on these beauty drinks being sold in Tesco and Selfridges?

Store Manager: I wouldn't have expected them to be sold in Tesco I think it just doesn't really match like you wouldn't think ‘let me go buy that drink with collagen from Tesco’ but I’ll have to have a look next time!

Interviewer: Lastly, how do you feel about personalised skincare for boosting inner wellbeing?

Store Manager: It's an untapped market from what I think here in the UK, it’s definitely got potential because people are becoming more wary of what they use on their skin. I would like something to be made personalised to my skincare so who wouldn't?

42

APPENDIX 5.

Primary Research - Interview with Sales Assistant - Space NK Nottingham City Centre Interviewer: Do your consumers appear to have a high disposable income?

Sales Assistant: If they need something, they’ll be happy to spend.

Interviewer: What’s the average age for your consumer and why do you think?

Sales Assistant: 16-70, we sell a lot of products for younger females as well as anti-ageing for the older females Interviewer: Do you appeal to as many males as females? Please state why with your answer Sales Assistant: Mostly women, not many males, due to the nature of our store and product offering.

Interviewer: What makes Space NK different from other competitors/apothecary?

Sales Assistant: We stock exclusive and luxe brands that you don't see in other high street retailers.

Interviewer: In your detox, cleanse and supplements range, what are the most important benefits that consumers look for?

Sales Assistant: Goji berries are becoming popular, hyaluronic and collagen based products.

Interviewer: Are your detox, cleanse and supplements wellness range available in all your stores? Why? Sales Assistant: Yes they’re available in every store as it's a highly sought after range.

Interviewer: Who are your competitors in the boosting inner wellness field?

Sales Assistant: Boots but not all stores stock the Fountain range and Holland and Barrett.

Interviewer: What supplements or boosting inner wellness products do you offer?

Sales Assistant: We offer various powders and recently shots are becoming a consumer interest as well as oral pills.

Interviewer: Do consumers come in looking for these products or do you have to introduce these to them?

Sales Assistant: I think consumers who know about these products know them well, but then we get majority of consumers who haven’t heard anything about the powders or liquids until they come into store.

Interviewer: What do you believe is the future for these type of ingestible and nutri cosmetic products?

Sales Assistant: Definitely big competitors in the skincare and beauty market, I feel that people need to be educated a lot more on innovative products because they’re convenient and results are often quicker from within.

Interviewer: Do you believe the demand for supplements, ingestible and nutri cosmetic products will increase or decrease?

Sales Assistant: Increase, but there’s not enough hype or advertising around them which isn’t allowing full potential of these products. They’re really easy to include into daily routines but consumers don't know about them.

43

APPENDIX 6.

Primary Research - Interview with Store Manager - Space NK Nottingham City Centre Interviewer: Do your consumers appear to have a high disposable income?

Store Manager: Mixed, it varies.

Interviewer: What’s the average age for your consumer and why do you think?

Store Manager: 16-75, because of our wide range of products that are available to all ages.

Interviewer: Do you appeal to as many males as females? Please state why with your answer Store Manager: Mainly women, as our product portfolio caters for females predominantly.

Interviewer: What makes Space NK different from other competitors/apothecary?

Store Manager: We have exclusive and boutique brands that are not available or easily accessible at other retailers.

Interviewer: In your detox, cleanse and supplements range, what are the most important benefits that consumers look for?

Store Manager: Consumers look for collagen boosting products at Space NK. Interviewer: Are your detox, cleanse and supplements wellness range available in all your stores? Why? Store Manager: Yes all stores, as the time of year now being January after the festive period the demand is high.

Interviewer: Who are your competitors in the boosting inner wellness field?

Store Manager: Boots and Holland and Barrett.

Interviewer: What supplements or boosting inner wellness products do you offer?

Store Manager: Tablets, pills, powders and shots. These can be infused with food or into drinks.

Interviewer: Do consumers come in looking for these products or do you have to introduce these to them?

Store Manager: Depends, we usually get a mixed response depending on what the consumer wants.

Interviewer: What do you believe is the future for these type of ingestible and nutricosmetic products?

Store Manager: The future definitely is showing expansion and other retailers getting involved as not many are available on the high street.

Interviewer: Do you believe the demand for supplements, ingestible and nutricosmetic products will increase or decrease?

Store Manager: It will definitely increase due to the demand, convenience and multiple benefits of these products.

44

APPENDIX 7.

Focus group transcript on next page.

Respondent a: Fran Bradshaw, 21, Supervisor.

Respondent b: Laura Green, 20, Market worker.

Respondent c: Olivia Cope, 23, Works in recruitment Respondent d: Carys Williamson, 19, Student.

Respondent e: Emily Singleton, 22, Sales assistant/University student.

45

FOCUS GROUP WITH 5 FEMALES AGED 19, 20, 21, 22 & 23.

Participants were asked to bring their 3 most important products within their skincare routine.

Respondent a: I’ve picked Johnson’s face wipes, Clarins cleansing milk and Clarins toning lotion.

Respondent b: I’ve got Simple face wipes, Simple anti blemish moisturiser, Simple triple action face wash.

Respondent c: I have chosen Nivea soft cream, Nivea sensitive dry skin face wipes, Palmer’s cocoa butter.

Respondent d: I’ve picked Elizabeth Arden 8 hour cream, Clarins hydra quench cream, Simple face wipes.

Respondent e: And I have chosen L’Oréal skin perfection nourishing cleansing wipes, Estée Lauder day wear sheer tint release, Garnier firming hydrating lotion.

Interviewer: Why do you feel like these are the best products for you?

Respondent a: Because the Johnson’s wipes are nourishing and moist in comparison to other brands that I find drying, these ones actually get the makeup off. The Clarins products make me feel fresh and clean my skin more than wipes so it makes me realise the wipes are not good alone, but they’re easy and quick. I prefer to have convenience in products that I use.

Respondent b: The Simple face wipes are literally simple and lightly scented and quick and easy to use. They’re fresh for my skin, moisturising and good for removing eye make up. The anti-blemish moisturiser - I don't know if it makes a big difference but I use it under make up as a base, it doesn't smell that strong, doesn't sit on my face, sinks in nicely. It just absorbs quickly and feels soft. I like it because it’s just quick and easy. The action face wash, I don't like the feel of face wipes alone so I use this after wipes and before bed. I've struggled a bit with my skin. The face wash freshens more than the wipes. Wipes just remove make up and I'd like to think the wash will cleanse it.

Respondent c: I feel like the cream is amazing because it's gentle, lightly scented and sensitive for my skin, easy to put on and I feel fresh. Palmer’s cocoa butter I mix with fake tan because I like the scent and makes my skin glow. The Nivea face wipes I use these because other wipes are too wet and dry out my skin. These actually say they’re specifically for dry skin. I prefer products which are specified for a skin type as opposed to ‘normal’.

Respondent d: I feel like these are suitable because my mum told me about the Elizabeth Arden, she told me it's good and I agree it's good. The Clarins because I really wanted a good moisturiser and I was consulted at a counter. The Clarins branding was good and I was sold and I have been using it since, this was way over a year ago so I have not been consulted since. The Simple face wipes are the best because they're literally really simple, have no scent and are gentle for my skin.

Every time I use any other complicated face products I break out so I like sticking to cheaper and family friendly products such as wipes.

Respondent e: - I feel the L’Oréal skin perfection nourishing cleansing wipes because they’re the best thing I have, they’re for dry and sensitive skin, they get rid of my waterproof mascara and I like the brand. The Estée Lauder moisturiser is great because it's a 2 n 1 product, it moisturises and tints my skin so I don't need foundation. I like the idea of having multipurpose products. I also like the brand and Garnier is fast absorbing so that helps as I don't have oily skin and the brand is also cheap, convenient to use and effective.

46

Interviewer: What influenced your purchase decision?

Respondent a: My mum for the Johnson’s wipes and for the Clarins products I went to a beauty exhibition and the women in the skincare aisle scanned my face, they told me that I shouldn't use wipes on my skin. This is what made me want to purchase the cleansing milk and toner.

Respondent b: I am the type of girl who likes to trial and error, I like to experiment but my Simple moisturiser I have never changed it. The wipes I don't always stick with, I do change them and go back and forth.

Respondent c: My grandma told me about the Nivea cream, but the wipes I purchased because of how much I loved the cream and the Palmer’s cocoa butter was my family moisturiser.

Respondent d: My mum for all of my products, she always recommends me stuff to try and if it works I’ll use it.

Respondent e: I look at what's on offer and if I like the brand I get it. I'm not loyal to these brands, I'll mix and match and if the packaging meets my skin needs then I'll purchase it.

Interviewer: What’s your skin type?

Respondent a: My skin type is normal but I feel as if there’s too many options to buy from, it’s over whelming. I sometimes just get confused with all the brands and what they offer, so many similarities yet different ways of marketing and different claims.

Respondent b: I am unsure of my skin type, but I know it’s not sensitive or dry, I would like to think it’s balanced. Although I disagree with ‘respondent a’, I think it’s good to experiment and trial and error is how I find something that matches well.

Respondent c: Mine is dry... I feel like there’s more than enough range for skin types and it's good because there's always a product for any issue you have with your skin.

Respondent d: But then it’s just like, knowing what to buy you know? It’s hard to know exactly what’s perfect. My skin type is well I don't really know, maybe a little oily. I just don't feel like I know enough about products and I don't research or look into it enough.

Respondent e: My skin is sensitive but I am sort of unsure... I only buy sensitive products so I don't break out and hoping they have less chemicals in there such as parabens. There are so many products out there, way too much. With this many products, I'd quite like it if there were natural or fresher ingredients in the products I use, I don't really like chemicals on my skin. If that was promoted I would buy it. I get oily skin on my forehead that's the only thing I'm 100% about. I can't be bothered to research to be honest.

Interviewer: Are you familiar with the term ‘nutri cosmetics’?

Respondent e: Never heard of it, but I would say something to do with makeup.

Respondent c: No I have never heard of it, I’m guessing it’s something to do with nutrition.

Respondent a: Sounds really scientific but no I’m not familiar with it.

Respondent d: I have never heard of it!

Respondent b: I remember my mum was telling me about nutri cosmetics when she was going through a phase of trying new oral beauty products.

47

Interviewer: Nutri cosmetics are products which are taken orally to boost inner wellbeing. What are your thoughts on ingestible skincare? This consists of beauty supplements, powders and elixirs that all cater for different skin needs.

Respondent b: I think it’s really cool, I mean I haven’t tried it but my mum has and I think she loves the results so far… she says she’s only tried the powders. Personally speaking, it’s really interesting because it sounds like its multifunctional but I think they’re really hard to get at the minute. I haven’t seen them on the market or in high street stores.

Respondent a: I agree, it sounds innovative, I prefer multi-functional products too but the supplements I would need to know whether they actually make a difference. Powders I'd imagine to be more effective, but aren’t these products mostly aimed towards older women?

Interviewer: No they're not aimed at older women, there are a wide range available for younger females and older females.

Respondent d: They’re not really aimed at older women, I’ve seen them in Space NK and think they look really inventive, you can tell it’s something new straight away because it’s at the front of their store. I agree with ‘respondent a’, I would like to think the powders and supplements for skin would work quicker than the elixir but I would still love to try them all.

Respondent e: Ingestible skincare sounds like it’s really ground breaking, I think if it’s proven to be effective and quick I would look into purchasing it. As I prefer natural and fresh ingredients, it could be like merged together with the powders or supplements to make something that caters for the people who are into their natural and organic products as well as seeing faster results.

Respondent c: That's a really good idea *in reply to respondent e*, but with my dry skin, I think ingestible skincare might be harder to cater for this because rubbing physical products into my skin I would imagine work better than something internal.

Interviewer: Yes you’re right, the ingestible skincare doesn't cater directly for dry skin specifically, but can boost well ness which can lead to improving skin type, and your diet and what you eat also have a huge part to play with skin type.

Interviewer: What are your thoughts on drinkable skincare that boost inner wellbeing?

Respondent c: What’s drinkable skincare? I know you can get like moisturisers that are so natural that they’re edible, is that the same thing?

Interviewer: Not the same thing but just to name a few… drinkable skincare consists of glycolic acids, hyaluronic acids, clay, charcoal, anti-oxidants and other skincare boosting molecules which can be taken with breakfast or added into meals. They're NOT meal replacements, the purpose is to offer consumers with convenience and multipurpose benefits. Ingredients can hold 1,000 times their weight in water; this makes these drinkable skincare products revolutionary and beneficial to skin as results are quicker. These can be taken in small doses like spoon full or shots.

Respondent a: Oh wow, it sounds really interesting, it actually seems to be a lot more efficient and quicker I would imagine because if its drinkable it would like start working internally pretty soon as opposed to putting products on your skin.

Respondent b: I think it’s innovative but sounds expensive but I’m not sure if I would remember to take it, I just feel like with my job or other daily activities I could forget.

Respondent d: If its boosting my inner body and helps with my skin then I would definitely be 48

interested because I think if it’s your skin then you should be taking it more seriously, personally if I purchased those type of products I would make sure I took them as and when needed to see if they are what they claim to be. I do think it's really advanced though, maybe it’s what we need on the high streets because we are quite overwhelmed with the amount of choice there is out there already.

Respondent c: I would actually really love to know more about that sort of stuff, although I love my Nivea moisturiser but I do feel like I get bored quickly and want to try something new. If I could just take a pill or something which boost hydration or something similar from the inside I would be sold, it would be so much easier than rubbing products into the skin I guess.

Respondent b: I know a little about it, but the fact it holds 1000 times its weight in water is really appealing. I really think products which work better and quicker through their natural form needs to be recognised a lot more.

Respondent e: I am quite fascinated to see what this hype is all about, I’m going to Google it after this. I mean it sounds really luxury and indulging but if it’s going to give effective and faster results I would be interested.

Interviewer: How do you feel about personalised skincare for boosting inner wellbeing?

Respondent d: I feel that personalised skincare would make a really big difference to my skincare to be honest. In reality it’s not easy finding the right products which give you the skin you want. I think because I feel like I don’t research enough I would just prefer it if skincare could be personalised to the needs of my skin.

Respondent b: Oh my god yes, that’s such a great idea, it never even came to mind! I don't know my skin type as well as I should, but personalised skincare for me would be perfect. It’s really different and it’s not like I can walk into Boots or Superdrug and ask something to be tailored for my skin type if that makes sense. Their sales assistants don't always knows what’s best for your skin either, they just seem to point you in the direction of the aisle.

Respondent e: I think if personalised skincare could be made with fresh or natural products, it would be a huge thing because everyone’s always conscious about parabens and ingredients like that nowadays. I would love to achieve the skin I want through products which would be suited and matched up to my personal problems. It would mean what I spend money on actually works for my skin.

Respondent c: Thinking of the amount of products there are on the shelves in drugstores, it is a lot and if you try to research it, it can take so much time. So I think if someone could just talk to me about my skin properly and decide on what it needs based on personalisation, it would save so much more time. I really just feel like overwhelming choice just really puts me off from finding new products.

Respondent a: It would decrease the risk of having products which might not suit your skin, especially if you’re going by reviews or recommendations online. I used to have eczema and I was told to use E45, as its known for that type of dry or flaky skin condition and when I used it, it made my eczema one hundred times worse. So in fact from that experience I would love to have something tailored for my personal skin conditions and allergies.

Respondent b: I don't even think there’s anyone out there that does personalised skincare products on the high street unless you walk into Lush and describe your skin type and then they introduce you to the most suitable for your skin condition. But even then, it’s not personalised to your specific skin, it’s just the most appropriate product the sales assistant has matched up for you.

49

50

INDUSTRY EXPERT INTERVIEW CONSENT FORMS.

FOCUS GROUP CONSENT FORMS.

WORD COUNT: 5688 Navdeep Khatkar N0440138