Let your skin thrive
Executive Summary
Contents 1.INTRODUCTION
5.COMMUNICATION PLAN
2.THE MARKET
6.FINANCE
3.THE CONCEPT
7.KEY RISKS
4.MARKETING STRATEGY
8.THE FUTURE
INTRODUCTION
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1
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STAGE 1 REFLECTION
Future thinking identified health The insights (see opposite page) and wellness as an antidote to the are vital for businesses to deliver uncertain and overwhelming world on their goals and create targeted in which we live in. Consumers are and appropriate messages that will recognising that that beauty with Millennials’ pains Consumers are recognising beautyis ismore now resonate more than something something pleasing than to the eye. pleasing to the eye, and gains. (Pollock, 2018) To ensure and they consider their lifestyle and maximum success and relevance The lines between major sectors health and wellness behaviour above such other as priorities. of the business proposal, these key are now starting to blur consumers slowly penetrating This isas driving demand forare innovative insights will act as a benchmark for and meaningful solutions lifestyles in new the initial proposal, beginning from their desire for healthy and holistic into these After an extensive research research, concept testing and to the sectors. A previous areas. study has uncovered key insights in strategy. a undertaken in stage one, presented final business often overlooked area understanding insightsofprovided an understandingthe consumer of the consumer behaviour in terms behaviour in terms of Millennials’ relation to their skin and of experiencing skin problems and how it impacts theirtaking buying behaviour. care of their skin. 19
7
KEY INSIGHTS 1: Millennials experience
feelings of frustration and confusion when shopping for skincare products both online and offline
2: Strong consumer desire
when it comes to creating a successful skincare regimen and to solve their skin issues
3: Millennials believe that
skin products can impact their health and well-being
4: The state of consumers 5: Psychological aspects
when dealing with skin conditions are often overlooked by health professionals
skin can trigger a negative impact on mental health and vice versa
6: Millennials don’t feel a
connection with skincare brands that use obvious and unrealistic marketing (Grigeľová,2020)
20
8
“
There is now a growing acceptance that in many parts of the UK it is all but impossible to see a consultant dermatologist in the NHS, the waiting time in England can be four or five months. (The Guardian, 2015)
9
“
THE PROBLEM Findings from a focus group research highlighted that whilst the skincare market is becoming over-saturated with products, consumers believe that brands still lack to provide enough information and personal approach to help with an individual’s skin needs. Individuals often end up incorrectly self-educating, overpaying for products and potentially harming their skin as a result. This is impactful for people who experience with skin problems such as acne or rosacea, which further research into the market evidenced that “51% of Millennials had a negative experience when it comes to booking a dermatological appointment within the UK.” (Grigelova,2020)
10
91 %
OF CONSUMERS HAVE _ NEVER TRIED A VIRTUAL CONSULTATION WITH A HEALTH PROFESSIONAL
87 %
SAID THEY WOULD WILLING TO TRY A VIRTUAL CONSULTATION
83 %
AGREE THAT DELIVERING VIRTUAL CARE CAN BE A STEP FORWARD IN THE SKINCARE INDUSTRY
THE OPPORTUNITY Previous study has established that Millennials interest in living healthier lifestyles is reflected in their increased interest in taking care of their skin. Primary research highlighted an opportunity to bridge the gap between a credible and affordable way of getting a skin-concerning advice within a UK that can be translated into a dermatology practice. The business potential for innovation allows to merge two sectors: skincare and telehealth. As “More than 50% of Millennials would choose a skin specialist when seeking advice on their skin type, helping with skin problem or building a skincare regimen.” (Grigelova, 2020) This demonstrates that millennials would be attracted by businesses that focus on an innovative and authentic way of engagement whilst creating a culture built on helpfulness and education.
(Grigelova, 2020)
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THE MARKET
2
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UK SKINCARE MARKET A skincare market in the UK Europe has been performing at a moderate pace since 2018 growing by 2% annually. However, the demand for skincare is not expected to slow down as Passport (2019) forecasts the market to be worth £3.2 million in 2023.
MODERATE GROWTH
£3.2 mil
2018 £2.9 mil 15
VIRTUAL CONSULTATION MARKET Healthcare is entering a period of changes as people’s expectations are increasing along with a dissatisfaction with traditional practice. As a result the size of a global telehealth market is projected to significantly increase in the US to $266.8 billion by 2026 and £410 million by 2022 within the UK. (Fortune Business Insight, 2019); (Ken Research,2018)
INCREMENTAL GROWTH
$266.8 bn
2023 £3.2 mil
2018 $49.8 bn
2026 16
MARKET DRIVERS
Growing importance about skin health
“Two-thirds of UK women now consider diet to be the most important factor in determining the appearance of their skin.” (Walker and Smith, 2017) The surging beauty consciousness of consumers is directly linked with the growing awareness about the importance of skin health along with a strong motivation to improve one’s overall wellbeing.
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Social media perfection
“Over 62% of young adults feel the pressure to perfect themselves in comparison to others.’’ (YMCA, 2018) Consumer feel they need to enhance their skin to comfort to a particular ideal of clean and beautiful skin set by celebrities and influencers. (Mukherjee and Radusky, 2020)
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THE CONCEPT
3
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CONCEPT CONCEPTSUMMARY SUMMARY
SKIN CLUB IS THE UK’S FIRST DIGITAL PLATFORM OFFERING ONLINE HOLISTIC CONSULTATIONS WITH DERMATOLOGISTS. The brand offers a professional and convenient solution when seeking guidance and advice to
enhance an individual’s skin health wellbeing goals. Following a holistic approach Skin Club looks for causes as opposed to simply treating symptoms and not focusing on product recommendations. Through a membership-based model Skin Club creates authentic and trustworthy relationships with its members.
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22
BRAND DNA
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MISSION
VISION
“Skin Club aims to break down the struggle to receive an expert’s advice and guidance when it comes to your skin and skincare routine. Our mission is to harness the wisdom we have on and educate our customers to enhance their skin and confidence.”
“Our vision is to become the NO.1 destination for online guidance and education on skin health in the UK.”
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VALUES
EDUCATIONAL
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AUTHENTIC
We believe in the power of correct education and guidance to answers to your individual skin’s needs
We are removing subjectivity when it comes to your skin. We are committed to being honest to build loyal and trustworthy relationships.
QUALITY
COMMUNITY
We will ensure that we only hire skin coaches that are qualified, knowledgeable and customer centric
We want to bring together a community that supports and empowers each other on their skin journey
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LOGO USE
COLOUR PALETTE EGGSHELL #F3EBD8
PISTACCHIO #C2DBB4
MUSTARD BRIGHT #D19A39
JUNGLE #0E2B12
Skin Club
PRIMARY LOGO
TYPEFACE PRIMARY TYPEFACE
ABCDEFGHIJKLM NOPRSTUVWXYZ
TRANSPARENT
Elephant
INFORMATIVE
SECONDARY TYPEFACE ALTERNATIVE LOGO
TONE OF VOICE
Abcdefghijklm noprstvwxyz
PROFESSIONAL INSPIRING
Sitka 27
28
Don’t make a wish Make an appointment
Mood
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COMPETITORS
BRAND POSITIONING
Level 1 and Level 2 competitors were assesed against the geographic and specific business structure to narrow down the gaps in the skincare market. The map illustrates that no UK brand offers both virtual consultations and membership experience with a holistic focus. serving as a strong competitive advantage to Skin Club.
membership/subscription
product driven
holistic
one off paymant
UK
Level 1
Level 2
31
product driven
holistic
one off paymant
32
CONSUMER
Skincare Lost
Identification drawn from primary research has identified the following kin Club buyers: Skincare Lost, Skincare Conscious and Skincare Reign.
n
are inc
ig Re
Sk
are
Co
inc
nsc
Sk
iou
s
Skincare Lost
Coming of age with a troubled skin. Requires guidance and education to help and prevent their skin condition.
Skincare Conscious
Skincare Reign
THE GOAL :
HEALTHY SKIN
Millennials who believe that good skin comes from leading a healthy lifestyle. Follow a natural approach to skincare. Having skin troubles impacts their mental health. 33
Millennials with an intention to become a skincare knowit-all but wants to know more how to make the most of their skin routine. 34
MARKETING STRATEGY
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1.TO LAUNCH SKIN CLUB BY THE END OF JUNE 2021 AND ACHIEVE OPTIMUM BRAND SALIENCY THROUGH A CONTINUAL DIFFERENTIATION OF BRAND ACTIVITIES OVER THREE YEARS 2. GAIN A STRATEGIC PRESENCE IN THE UK SKINCARE AND VIRTUAL CONSULTATIONS MARKET SPACE AND BE THE FIRST ONLINE HOLISTIC SKIN CONSULTATION BRAND IN THE UK
BUSINESS OBJECTIVES 37
38
5 P'S
PRODUCT=SERVICE Services in a form of online consultations. Three consultation options Convenience and comfort. Education and community support over product forcing
PLACE
PROMOTION
Web-based platform with online hosted domain.
Focus on social media and digital advertising
Offline presence differentiated through a quarterly workshops
PRICE £50 a month SkinStandard membership £90 a month SkinUpgrade membership £75 pay-as-you go
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PROCESS Microsoft Teams software used for consultation execution and connection with members.
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MARKETING MIX PRODUCT=SERVICE Skin Club will offer services in a form of virtual consultations with a dermatologist. The core of service represents a three consultation options: For members: 1.Skin Basic 2.SkinUpgrade Non-members 3.Pay as you go
PRICE REVENUE STREAMS
PRICE POINTS
Skin Standard 30-minute
£50 per month
Skin Upgrade 60-minute
£90 per month
Pay-as-you go 30-minute
£75
Table 1:Revenue streams and pricing points
PROMOTION
Aims of Skin Club’s promotion is to connect with customers on a personal, unintrusive, and conversational level. A convergence of earned media such as word-of-mouth marketing and testimonials will be used to gain organic awareness. To captivate the target audience and drive sales, bought and owned in a form of effective and relatable created content will be implemented.
PROCESS
Consultations can be booked from Skin Club's website and consequently delivered through Microsot Teams platform.
PLACE
Skin Club will operate as an online web platform with its own hosted domain. An offline presence will be an important part of the brand’s interaction with its members through a seasonally organised workshops.
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COMMUNICATION PLAN
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1.GENERATE BRAND AWARENESS BY COMMUNICATING A NEW PERSPECTIVE OF RECEIVING SKIN AND WELLBEING ADVICE REACHING MINIMUM OF 1500 CONSULTATIONS BY YEAR 3 2. BUILD A FOLLOWING OF 8000 FOLLOWERS ON INSTAGRAM BY THE END OF YEAR 1 AND INCREASE THE NUMBERS BY 50 % IN YEAR 2 3. BUILD A LOYAL BASE OF ATTENDEES FOR SKIN CLUB’S QUARTERLY WORKSHOPS THROUGH A 5% INCREASE IN ATTENDANCE THROUGHOUT 12 MONTHS
COMMUNICATION OBJECTIVES 45
46
DIGITAL AND SOCIAL MEDIA STRATEGY
Instagram will be a leading platform to communicate its social content strategy, engage with the target audience.
UGC & original created content
will be used to provide consumers with educational persuasive content to visually sell the brand, provide physical evidence of the Skin Club´s benefits and drive more website traffic.
Meme strategy Meme marketing will be used to allow Skin Club to align itself to their skincare-affluent audience to evoke positive emotions whilst building a community based on internal humour
@skinclubofficial
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LAUNCH CAMPAIGN OVERVIEW
SKIN-POSITIVE INFLUENCERS
Findings from a focus group reinforced how the relationship between consumer and influencer can influence sales and brand awareness : “I follow influencers who are honest about their journey and are not afraid to post their skin on social media, even if they are sponsoring a brand. It is very important to see the before and after progress.” (Sacha,2020) Skin Club with partner with 4 micro influencers whose online content aligns with the brand’s values to support skin positivity and skin health
LAUNCH CAMPAIGN A strategic launch campaign in partnership with micro-influencers and social media will aim maximise brand awareness. The campaign will start running two weeks before the official brand launch alongside outdoor advertising to create a buzz and amongst the consumers.
Campaign name: Hashtag: Who is involved:
Join The Skin Club #jointheskinclub Sofia Grahn (@isotretinoinwiths), Lou Northcote (@lounorthcote), Lex Gilles (@talontedlex), Kadeeja Sel Khan (@emeraldxbeauty)
Platforms:
Out-of-home, key influencers’s Instagram, brand’s Instagram, Google, Facebook
Frequency:
Out-of-home: 2 weeks, Instagra: 2 posts per influencer during the first two months + during workshops except November
Activity:
By using the hashtag influencers will have to share their skin journey online and then talk about their brand experience and leave a review. Consequently, they will announce a competition for a chance to win the first two appointments for free, by leaving a reason in the comments section why would they want the consultation and follow Skin Club on Instagram. Chosen influencers will have to share the competitions through a sponsored post. The competition will run for 3 weeks alongside the campaign.
Table 2:Launch campaign overview
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SOFIA GRAHN @ISOTRETINOINWITHS
Engagement rate: 7,54%
LOU NORTHCOTE @LOUNORTHCOTE
Engagement rate: 2,30%
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LEX GILLES AKA @TALONTEDLEX
Engagement rate: 2,52%
KADEJA SEL KHAAN AKA @EMERALDXBEAUTY
Engagement rate:3,25%
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FINANCE
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RAISING CAPITAL
PROFIT AND LOSS
ACTIVITY
EXPENSES
Marketing and Advertising
£14 322
£2 651,16
Service Set-up Salaries
£7 699,04
Total Investment Needed
YEAR 3
£21 881
£254 190
£1 658 235
Gross Profit
-£1 047,50
£157 528
£1 598 777,00
Total Expenses
£89 433,65
£190 590,65
£774 867,69
Net Profit
-£37 141,42
-£103 444,07
£847 575,15
Break-even
-£37 141,42
-£103 444,07
£724 065,24
Skin Club will breakeven in profit by third year, projecting a solid net profit of £847 575,15, with an increase 1388% from year 2 to year 3 due to adding a NPD.
£26 951,96
Total Start-Up Costs
YEAR 2
Total Net Revenue
£440,72
Company Set-up
YEAR 1
Table 4:Profit and Loss
£30 000
Table 3:Start-up costs
SALES FORECAST
An initial investment of £30 000 will cover startup costs and ensure feasibility of Skin Club. This is intended to be obtained from two sources: The remaining injection will be used as contingency.
£25 000 ANGEL INVESTORS NETWORK
PETER J. £5000
57
PAUL G. £10 000
£5 000 SELF-FUNDING
Total Consultations Booked Total Units Sold
YEAR 1
YEAR 2
YEAR 3
341
1 106
3 761
-
7 137
77 832 Table 5:Sales Forecast
Sales forecast has been projected using a top-down approach such as market research and reach of 7600 Millennials.
PHILLIP A. £10 000
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KEY RISKS
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MEASURES OF SUCCESS
RISK ASSESSMENT ASSESSMENT RISK
PERFORMANCE AREA
RISK FACTOR
Reliance on good video and audio transfer
Low workshop attendance
Forecasted revenue may not be reached
Initial investment may not be secured
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THREAT
PREVENTION
HIGH
Ensuring the quality of the video and audio feed is adequate so that it enables staff to make decisions that are not detrimental to patient safety. It would be one of the job requirements for the consultant to ensure they have access to the Internet.
MEDIUM
Each workshop will have new guests in a different season of the year to initiate excitement for the consumers. A webinar will be introduced to encourage repeat visits and attract new attendees.
MEDIUM
LOW
Skin Club will be concentrating on their marketing and communication activities to push brand awareness to avoid the risks of financial insolvency. A sensitivity analysis has been undertaken to predict the profitability of Skin Club with 2O% increase and decrease in revenue. Two sources of investment have been chosen and justified accordingly. Skin Club will aim to obtain investment from three angel investors each bidding 1/4 of the full investment needed. As these investors are interested in earlystart-ups operating within beauty and health sectors, the risk of failing to obtain a full investment decreases. Table 6:Risk Assesment
Brand Performance
KEY PERFORMACE INDICATOR
Skin Club will be measuring the current and projected monthly REVENUE revenue, along with the average SALES GROWTH RATE annual rate of consultations and workshop ticket sales, each year WEBSITE CONVERSIONS using quarterly sales reports to measure sales growth rate. NEW COMPETITION Through Google Analytics, Skin Club will be measuring the website conversions along with CTR (click-through-rates) from online channels to monitor the performance of marketing activities and whether there is an impact on sales. WORD-OF-MOUTH
Brand Awareness
SOCIAL MEDIA FOLLOWING ORGANIC SEARCH WORKSHOP BOOKINGS LIKES
Brand Engagement
SHARES MENTIONS COMMENTS
Brand Loyalty
MEASUREMENT TECHNIQUE
REPURCHASE RATIO REVIEWS TESTIMONIALS
Successful brand awareness will be reflected through a Skin Club’s social media following and new workshop attendees. The success rate of word-of-mouth will be indicated by an increase in customer acquisition through organic search reviewed by Google Analytics Using social media to track and record consumer interaction with Skin Club’s campaigns and brand posts through new comments, likes and shares and brand mentions. This helps Skin Club to inform on what content resonates the most with the consumers. Reviewing number of membership continuing customers in comparison to canceled ones. Loyalty metrics of customer written reviews and testimonials received along with UGC will visually build brand loalty. An annual customer satisfaction survey will be developed to ascertain how satisfied Skin Club’s customers were with the service.
Table 7:Measure of success 62
THE FUTURE
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FUTURE GROWTH
Year 6 SKIN CLUB
Year 5 Year 4
SKIN CLUB
SKIN CLUB
• Secure market share and brand awareness amongst the target audience • Focus on two NPD (HA morning and retention night face serum) • Hold more workshops in London and Manchester to continue building a sense of community • Employ two full-time Skin Coaches • Post more mangement roles to improve customer acquisition and service operation. • Rent a bigger warehourse for an efficient product logistics
• Branch out to dropshipping business model • Partner with natural and clinically-proven skincare brands whose ethos appeal to customers and Skin Coaches • Expand target audience by adding new consultations for pregnancy and teenage skin • Set up a headquarters in London for a full control over business planning and execution • Continue networking with entrepreneurs and creatives at workshops
• Expand network of partners to third-parties • Sell its own range via Cult Beauty and Beauty Bay to differentiate from competitors and get discovered by potential customers • Develop an app that integrates AI technology to track skin progress or regimen effectiveness • Get in touch with angel investors to secure funding if necessary
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65 Table 8:Future Growth Strategy
CONCLUSION
Support, advice and guidance on a level that you don’t see with any other skin services 67
In conclusion, Skin Club realised an innovative and commercially viable business proposition with the ability to dominate the market by penetrating two sectors of skincare and telehealth. Built up upon the struggle of Millennial consumers to find a correct skin education and guidance without a product disappointment. Skin Club presents itself with evidenced potential within the first three years of business to become a successful online skin coaching membership service. 68
Nela Grigelova N0756979 Word Count: 900
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed (student)............................... Date..14.5.2020...................
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Fig.3 Plekhof,C.(2020) Carmen. Available at:https://format-com-cld-res.cloudinary. com/image/private/s--0KDHqUtZ--/c_limit,g_center,h_65535,w_1600/fl_keep_iptc. progressive,q_95/v1/c668c8652e8e992a462001f5759183e2/rsr_3668.jpg[Accessed 13th May.2020].
Fig.4 Devito.P (2017). Social Media Perfection.Available at:https://www. noavee.co.uk/wp-content/uploads/2018/02/Screen-Shot-2018-02-02at-20.41.51.png [Accessed 13th May.2020].
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Fig.5 Grigelova,N.(2020). Skin Club website mock-up .[11th May 2020].
Sacha, Z., 2020. Student: Video Interview with Nela Grigeľová, Nottingham, 11 April The Guardian, 2015. It Took My Patient Six Years To See Me – A Dermatologist. [online] The Guardian. Available at:https://www.theguardian.com/healthcare-network/views-from-the-nhs-frontline/2015/oct/19/patient-sixyears-see-dermatologist-nhs-crisis [Accessed 12 May 2020]. Walker, D. and Smith, J., 2017. SENSITISED LIVING PART 1. [online] LS:N Global. Available at:https://wwwlsnglobal-com.ntu.idm.oclc.org/markets/article/21346/sensitised-living-part-1 [Accessed 3 April 2020].
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YMCA, 2018. Young People Face Great Expectations To Look Perfect. [online] YMCA. Available at:https://www. ymca.org.uk/latest-news/young-people-face-great-expectations-to-look-perfect [Accessed 5 May 2020].
LIST OF ILLUSTRATIONS Skin Club
Fig.7 Kosińska.W (2018) Transparency. Available at: https://mir-s3-cdncf.behance.net/project_modules/fs/66a12673144133.5bffa82a2b2af.jpg [Accessed 13th May.2020].
FRONT COVER Grigelova,N.(2020 Primary Logo.[11th May 2020].
Fig.8 Grigelova,N.(2020). Primary logo green.[11th May 2020].
KEY INSIGHTS 1: Millennials experience
feelings of frustration and confusion when shopping for skincare products both online and offline
2: Strong consumer desire when it comes to creating a successful skincare regimen and to solve their skin issues
3: Millennials believe that
Fig.1 Grigelova,N.(2020).Photoshop work,Stage 1 Insights .[11th May 2020].
skin products can impact their health and well-being
4: The state of consumers 5: Psychological aspects
when dealing with skin conditions are often overlooked by health professionals
Fig.9 Grigelova,N.(2020). Alternative logo beige .[11th May 2020]..
skin can trigger a negative impact on mental health and vice versa
6: Millennials don’t feel a connection with skincare brands that use obvious and unrealistic marketing 20
Fig.2 Unsplash.(2020).Epidermis Project. Available at:https://media1.popsugar-assets.com/ files/thumbor/i4trZV0RGsMQTzlzpFwWW9vIQ2E/764x0:4412x3648/fit-in/2048xorig/ filters:format_auto-!!-:strip_icc-!!-/2019/12/01/078/n/44905103/581d5a745de46052610814. 23656761_/i/skincare-resolutions-2020.jpg [Accessed 13th May.2020].
Fig.10 Grigelova,N.(2020). Alternative logo green .[11th May 2020]. 72
Fig.11 Devito.P (2017). Acne is Normal .Available at: https://video-images.vice. com/_uncategorized/1522776074866-Webpnet-resizeimage-3.jpeg [Accessed 13th May.2020]
Fig.18 Facebook.(2020) Blissoma Logo. Available at: https://scontent-lht6-1.xx.fbcdn.net/v/ t1.0-9/16142565_10153992791281148_6416292029854717234_n.jpg?_nc_cat=106&_nc_ sid=7aed08&_nc_ohc=l0xF0walwxkAX8xaXfB&_nc_ht=scontent-lht6-1.xx&oh=e229b84eb14f1ce86c55c6d970674704&oe=5EE30346 [Accessed 13th May.2020].
Fig.19 Diamond Skincare.(2020) Diamond Skincare Logo. Available at: https://diamondskincare.co.uk/wp-content/uploads/2017/12/logo.png [Accessed 13th May.2020].
Fig.12 Grigelova,N.(2020). Love yr skin mock-up [11th May 2020].
Fig.20 Youtube.(2020) Renee Rouleau Logo. Available at: https://yt3.ggpht.com/a/AGF-l71nN9of7Tgs3nFtuXLBUnnA55KqDubp8baMQ=s900-c-k-c0xffffffff-no-rj-mo [Accessed 13th May.2020]. Fig.21 Cleanse Off Mitt.(2020) The Skin Nerd Logo. Available at: https://cdn.shopify.com/s/ files/1/1789/5507/files/TSN-logo-blue_1_480x480.png?v=1571244515 [Accessed 13th May.2020].
Fig.13 Kupiec.B.(n.d). Royal Botanic Garden, Scotland. Available at: https://bernadetakupiec.co.uk/wp-content/uploads/2019/04/045A5527.jpg [Accessed 13th May.2020].
Fig.14 Curology.(2018) Community.Available at: https://miro.medium.com/ max/3000/1*X38599niKR0vxmilB9JdHw.png [Accessed 13th May.2020].
Fig.22 Facebook.(2020) Skin Smiths Logo. Available at: https://encrypted-tbn0.gstatic.com/ [Accessed 10th 2020]. images?q=tbn%3AANd9GcQxFLQDavE9XpFZbxDTHLO4qHoOo6HKOAsLVwYAZ8yVg00rTsNW&usqp=CAU [Accessed 13th May.2020].
Fig.23 Akim,T.(2019). Primary Consumer. Available at: https://www.byrdie.com/ thmb/Mui_qQl38yhFnERWE6XftxbnNH0=/800x0/filters:no_upscale():max_ bytes(150000):strip_icc():format(webp)/IMG_1659-54915637f085448db17f2babba89690d. jpg [Accessed 10th May 2020].
Fig.15 Crunchbase.(2020) Baalm Logo. Available at: https://res-5.cloudinary.com/ crunchbase-production/image/upload/c_lpad,h_256,w_256,f_auto,q_auto:eco/ bzonfrv8yhnlpzs30jdf [Accessed 13th May.2020] Fig.24 Pinterest.(n.d). Primary Consumer Available at: https://i.pinimg.com/564x/7d/8f/ cf/7d8fcf922a3b95f18d96d1e032a40962.jpg [Accessed 10th May 2020]. Fig.16 Dermatica (2020) Dermatica Logo. Available at: https://www.dermatica.co.uk/ resources/img/logos/dermatica-logo-5894a473ba6cab9a126eed557dcd6eae.png [Accessed 13th May.2020].
Fig.17 Cocoon-skin.(2020) Cocoon Skin Logo. Available at: https://global-uploads. webflow.com/5b7c1206196a1f081935e913/5b7d220dfa822599ab807425_Cocoon-logo2x.png [Accessed 13th May.2020]. 73
Fig.25 Henryarchive.(n.d). Secondary Consumer Available at: https://dazedimg-dazedgroup. netdna-ssl.com/700/azure/dazed-prod/1270/2/1272433.jpg [Accessed 10th May 2020].
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Fig.26 Graham,D.(2017). Peaking at: https://images.unsplash.com/photo-1501644898242-cfea317d7faf?ixlib=rb-1.2.1&ixid=eyJhcHBfaWQiOjEyMDd9&auto=format&fit=crop&w=1868&q=80 [Accessed 13th May 2020].
Fig.27 Taylor.S (2018) Epidermis Project. Available at: https://freight.cargo.site/t/original/i/0 07f6a092eb23f93a04fc6ffbb173476f4a573300e22ec10cfee8e4c1663c67f/HOLY.jpg [Accessed 13th May.2020].
Fig.28 Grigelova,N.(2020). Laptop mock-up .[11th May 2020].
Fig.33 Grigelova,N.(2020) #jointheskinclub campaign [10th May 2020].
Fig.34 Instagram. (2020). Lou Northcote Instagram Profile.Available at: https:// www.instagram.com/lounorthcote/ [Accessed 10th May 2020].
Fig 35 Instagram. (2020).Kadeeja Sel Khan Instagram Profile.Available at: https:// www.instagram.com/emeraldxbeauty/ [ [Accessed 10th May 2020].
Fig.36 Instagram. (2020). Sofia Grahn Instagram Profile. Available at: https://www. instagram.com/isotretinoinwiths/ [Accessed 10th May 2020]. Fig.29Grigelova,N.(2020). Consultation mock-up .[11th May 2020]. Fig.37 Instagram. (2020). Lex Gilles Instagram Profile. Available at: https:// www.instagram.com/talontedlex [Accessed 10th May 2020].
Fig.30 Grigelova,N.(2020). Iphone Instagram accout mock-up .[11th May 2020].
Fig.38 Grigelova,N.(2020). Outdoor advertising mock-up [10th May 2020].
Fig.39 Grigelova,N.(2020). Future Growth .[11th May 2020]. Fig.31 Grigelova,N.(2020).Instagram post @skinclubofficial .[11th May 2020].
Fig.40 Grigelova,N.(2020). Business cards mock-up .[11th May 2020]. Fig.32 Grigelova,N.(2020).Instagram post @skinclubofficial .[11th May 2020]. 75
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