SKINCARE
RESEARCH FILE
First plan ideas
My first plan I had when starting this project is very different to what i ended up doing. It was very futuristic it basically came to mind because of the research I found in my case study, I found the rise of cosmetic surgury had risen so much over the years and so many people wanting to change how they look and how their body shape look. My idea was that in the future you would be able to walk into a store and tell them what shape you would like the garment to fit on your body so that it create a shape that you dream your body could look like. Far example a 3D printer creates a dress which creates the illusion of your bum being bigger. I started off with looking at historic body shapes and clothes. I firstly visited the shaping the body exhibition in york but after that I became lost and didnt actually understand what is was I wanted to do so I took a break and thought of my second idea which also didnt make the cut for the final project!
FEBURARY RESEARCH FOR MARKET ANAYSIS/ FUTURE FASHION TRENDFORCASTING TECHNOLOGY (3D PRINTING)
APRIL PHOTOSHOOT MAY PUT LOOKBOOKS TOGETHER, INDESIGN FINISHING TOUCHES SEND TO PRINT BRING PORTFOLOIO TOGETHER
MARCH SOURCING MODELS AND PHOTOGRAPHER
APRIL CREATING JANUARY RESEARCH BODY MANIPULATION/ DISTORTION. RESEARCH CHANGING IMAGE OF FASHION CONSUMER(2030)
WRITE MARKET RESEARCH ANALYSIS AND CONSUMER INSIGHT REPORT, INDESIGN LAYOUT
MARCH DESIGN, ILLUSTRATION, DECONSTRUCTION, FOR TRENDBOOK AND DISTORTED REALITY PHOTOGRAPHY BOOK
So throughout this project i struggled at the begining to decide what i wanted to do. My plans did change at least 3 times! This was my second timeline to show my plan of action with my second idea. In my case study i focused on how social media and celebrities effect the millenial generation. I looked a cosmetic surgery, the rise of mental health within social media and how people are looking at perfect images online that low self esteem is rising unbelievably that people are wanting surgury to look like these celebs etc. So i decided I was gunna do trend forcasting reseach and finaliize with a trend book predicting the furture body ideal in 2030. When i began to research for this i started to get a bit lost and didnt really understand what I wanted to get across so i decided to have a think and maybe change my plan for the 3rd time!! Whilst doing some research for this I did a questionnaire about body types and how people feel about there body which I will add into this reseach,some of the answers peopler were saying about themselves made me sad so many women saying the dont like their own bodies and how some have gone through eating disorders etc because of this. This is were the skincare brand came to mind. I wanted to focus on beauty and the body and wanting to make people feel better about themselves so I decided creating a sister brand for the body shop to reach the millennial generation sounds more understandable.
NATURAL/ORGANIC BRANDS: 2018 The worldwide natural, ethical and organic beauty business is expected to grow over the next seven years by 8.8% according to market analysis from on going market research reaching a value of $22bn by 2024 Skincare is one of the biggest markets that people buy most from, with a guessed estimate segment value of 30.9% in the exact year, secondly haircare is to follow on from this With more health-conscious people on the rise, cosmetic ingredients are coming under close attention, with customers looking for the very best open, honesty from the brands they buy into. As a result, natural brands are in favour, as people are becoming more aware of what they are putting on their bare skin and with brands telling them what’s in their skincare it is helping customers make a more knowledgeable decision on what brands they can and can’t trust.
Pure Nut
Founded on the concept of 'Farm to Face', Pure Nut skincare from NSW in Australia uses natural macadamia oil sourced from the brand's 50-acre farm. Renowned for its nourishing and rejuvenating qualities, the nut oil is refined without the use of chemicals, removing all fatty acids, peroxides, colour, taste and aroma. The brand has launched its own Thank A Farmer initiative, a way to give back to farmers around Australia whose livelihoods are at the mercy of the weather. This initiative encourages customers to buy a 'gift' for a farmer, a luxury they wouldn't otherwise be able to indulge in when the going gets tough.
Lush differentiates itself with ethics and innovation Mintel’s research tells us that, while Boots and Superdrug score highly in terms of brand knowing about something and trust,Lush has successfully made itself different even though there existence is of being a smaller player in the market. Lush stands out not only for its honest and rightness, but also for being fun, new and interesting - appealing to a younger group of people.
The company Lush creates and sells handmade cosmetics for bath, hair, body and skincare. It has stores all over the world in 49 countries and there worldwide sales in 2016 was ÂŁ723 million which was a huge increase from the past year. Lush is known for its 100% vegetarian products whilst 80% are vegan and the brand never testes on animals. Every product is made by hand and they gather their engredients from around the world including fresh produce brought from local farms in Ghana.
Lush say that they have never liked to call themselves a (honest and right) Company. And that they find the term rather a very hard, because it seems to us that it is used to describe companies who try not to damage people or planet with their trade practices - when surely this should not be thought of as ‘ethical’ but as (usual healthy) business. The company has a lot of polocies that the brand go by such as fighting against animal testing, helpful givings, series of actions to reach goals, honest and right buying, homemade fresh ingredients and green washing
Aveeno uses all naturally active ingredients for skin improving products, one of their main ingredient secret is Oats. It first started off when two people started to develop comforting bath products which included colloidal which is very finely milled oatmeal and still today their priducts still contain it. The oat oil is a separate part produced from oats through a (good for the planet) extraction process.
Aveeno’s importance is to improve the awareness and understanding of the part and benefits of Naturally Active Ingredients in skincare whilst continuously keeping front of mind, there pledge is to domain and care for the treasurable Earth’s natural resources.
PROVENCE IS OUR INSPIRATION Provence is a rich land, with its breathtaking, diverse landscapes, its untouched natural beauty, and its ancestral skills and traditions. Through various local initiatives, L’OCCITANE supports and highlights the men and women who breathe life into this region, with the desire to preserve and pass on their expertise and knowledge of nature. In return, this land offers us ingredients of the finest quality, which we use in our products made in Provence, to delight and stir your senses.
SUSTAINABILITY L’OCCITANE develops products that are increasingly respectful of both mankind and the world we live in. We produce eco-refills and much of our packaging is made with recycled materials or uses resources that are renewable or from sustainably managed forests. We strive to minimise our carbon footprint by limiting the use of air transport, promoting the use of renewable energies and, wherever possible, transporting our goods by sea, rail or road.
L'OCCITANE SUPPORTS WOMEN'S LEADERSHIP We are thinking big, partnering with UN Women. Ever since its creation in 2006, the L'OCCITANE Foundation has been committed to projects that promote women’s leadership in Burkina Faso and throughout the world. Photo credit: Photo by RCN Rwanda, Justice & Democratie FGE Grantee Partner
L’OCCITANE try to use first-class, distinguishable, natural ingredients by using over 200 plant-related ingredients, each ingredient is sensibly chosen simply by how effective they are to give your skin the basics to make it beautiful. These ingredients are used at a perfect mix in the formulas. We therefore in an organized way give priority to natural ingredients whenever possible.
Gender Neutral Beauty Is On The Rise Non gender specific Non Gender Specific is a self-proclaimed "brand for all humans" that celebrates inclusivity with one product meant to be used any time of day, for all genders and all skin types. A potent cocktail of herbs and oils, ingredients like mushroom extract help to reduce the appearance of pore size, nettle extract helps address damage from the elements, and tamanu oil is naturally antibacterial and anti-inflammatory.
Panacea In many ways, Panacea is like the Everlane of skin care. The brand has set out to simplify the notoriously intensive 10-step Korean beauty routine with its product offerings. It is direct to consumer and minimalist. Made without parabens and sulfates, this Daily Facial Cleanser is designed to protect the skin's natural barrier, perfect for even sensitive skin types.
For a long time, the beauty industry has worked to the most strict of male/female status divides. Brands offered completely different products for men and women, often depending on heavily male/female statused marketing. For instance, products designed for women often feature shades of pastel, floral repeating ideas, and a sexually emotional name. Meanwhile, most products designed for male users stick to a colour layout plan of steel greyand blues, and seem to require the words “FOR MEN” to be clearly marked across them as a sort of permission for men to be able to buy that item in the first place. And as male/female status many different kinds of people or things becomes more and more visible, and traditional prejudiced mental pictures begin to disappear, this kind of male/female statuses marketing begins to look out-dated and out of touch. While there is nothing wrong with women liking their cosmetics in shades of pink, and men liking their products in sad blues, and the other way around, too, the lack of neutral options and serving to severely limit or control binary categorisation is a problem. These can be brands that actively market themselves as unisex, such as the self-explanatory Non male/female status Specific or the K-beauty motivated brand Medicine (that cures all diseases). Or they can be brands which by the very nature of their lack of argument-starting “men” and “women” sections and their neutral packaging choices operate in a male/female statusless zone: Big picture, ASARAI, and Aesop to name a few. While brands such as Aesop have been around for a while now, there are plenty of new playersthat market themselves as being for anyone and everyone across the non-binary spectrum.
file:///C:/Users/Penny%20Woodward/Downloads/Hitwise%20UK%20Report%20Green%20Living%202018.pdf
What is Green Living? Health awareness and diet trends are an integral part of British life today. Do these lifestyle changes reflect a growing humanitarian interest in the environment and animal welfare, or a more individual interest in personal health? At the start of 2017, Hitwise released “Clean Living”, a consumer trend report responding to the growing movement around what we eat, what we wear and how we move. This year, we unveil what people in the UK are searching for when it comes to living a “Greener Lifestyle”, from what we eat, how we travel, even to what make-up we wear.
The Media Blue Planet II was UK’s most watched TV show of 2017, and the most watched program of the past 5 years. An impressive 14.1 million UK viewers tuned in to its first episode. The seven-part series broke all records for a nature program, leaving viewers in awe of the beautiful ocean world.
The number of people searching for or visiting WWF’s website increased 51%, in the 4 weeks after the first episode.
Following the show’s conclusion, searches for “plastic recycling” rose by 55%, as people looked to play their part.
The Blue Planet Effect The impact of the critically-acclaimed program was immediately felt online. Comparing the 4 weeks before and after the first episode of Blue Planet II, the following changes were seen
THE GROWTH OF VEGANISM The number of people visiting the Vegan Society website had risen by 30% in the first two weeks of Jan 2018 YoY. New research from Hitwise proves just how much veganism has grown, particularly in the recent years as shown by the impressive figures. The image of veganism is going through the most radical change in its history; people now closely business partner it with health, fitness, and wellbeing. Dominika Piasecka, Media & PR Officer
FOOD AND DRINK The food industry has experienced a large shift, from both a health and sustainability perspective. Consumers are more interested in what they’re eating, and how it will impact the health of their body and the planet.
WHAT PEOPLE ARE SEARCHING FOR AROUND VEGANISM
Home Changing environmental attitudes are also shifting how consumers behave at home. Alongside the rise of recycling searches, more people are interested in understanding and adjusting their energy consumption
122% increase in searches for Energenie products YoY
72% increase in searches for Hive products YoY
241% increase in searches for ‘smart meter’ YoY
Health and Beauty Over the course of 2017, there has been a staggering 315% increase in searches for “vegan beauty”. “Ethical beauty” has also grown by 77%. These trends continue to rise into 2018, with the first two weeks of January seeing a further 10%+ increase
The third most popular search term for vegan makeup is “Body Shop vegan makeup”
YoY searches for “vegan make up” have increased by 107%
Beauty brand, Pixi, was created over 10 years ago with the launch of their flagship boutique in London. The brand rose to fame as a result of their vegan and natural-beauty products. Recognition continues to grow for this beauty brand, with searches for “Pixi beauty� rising by 88% in Dec 2017 YoY
YoY, there has been a 41% increase in searches for vegan perfume
In 2016 to 2020 the organic skincare market is expected to grow over 10% Organic skincare products are made without any non-natural chemicals whilst rather than using the extraction of chemicals to prepare personal care products. More and more people are favouring organic hand made products rather than those labelled natural. Although chemical based products last longer as the chemicals in them stop them from rotting, so organic products tend to have a shorter life. With this problem and more people wanting organic skincare products manufactures are trying to develop products with a longer life whilst still organic. For example a brand has created a product using 5 natural handmade ingredients that’s last for 18 months, the brand is called Zkin Organics.
Demand for chemical free products
multifunctional organic skin care products
Like we said people are becoming more aware of what’s in their products and wanting to know what’s in them. People are preferring products that cause harmful side effects, natural and organic one with safe ingredients for your skin.
True Natural BBcream and Lavera Beauty Helping medicine are examples of such products which act as serums, moisturizers, easy books, foundations, and sunscreens to give a young, bright, and even skin tone. Multifunctional products are highly popular for customers, beauty products that offer more than one benefit in one product is very effective, especially on people whose lives are always on the go and the cost conscious.
Over the next 5 years the population of the growing old had created a high demand for natural moisturizes, body lotions and anti old creams. Oils such as Argan, marula, coconut are popular ingredients and people see that these are more likely to be safe and of higher quality as they are natural. With this new growth of natural skincare products it is inspiring new manufactures to enter the market another pro is that organic products have few harmful effects and this is why more companies are creating their own.
New formulations in organic skin care products We always seem to stick to our favourite brands, so for other brands to get our attention brand image and customer loyalty is one of the most significant things in this market. Beauty brands and manufactures are investing on different inventions, they want to invent products that customers are wanting and with brands inventing new things they will gather compliments to allow them to improve even more. Whilst most importantly we do look for variety in terms of what the product offers. Beiersdoft is a company that is trying to figure out how skin cells protect themselves from stress which ages us. They are trying to gather information to understand to create skincare products that stop skin sensitivity and oldness which is caused by surrounding conditions or life problems.
Company Brands Beiersdorf La Prairie, Florena, Nivea Estée Lauder Aveda L'Oréal The Body Shop, Kiehl’s Shiseido Bare Escentuals The Clorox Company Burt's Bees
THE RISE OF ORGANIC BEA WHAT IS DRIVING THE SHIFT
HEALTH AWARE Over the last few years people are more educated on the ingredients their beauty products contain and are more and more starting to avoid bad chemicals. Chemical such as parabens, sodium lauryl sulfate and even products that smell too nice as people think stronger chemicals are put in them to smell a certain way (SafeCosmetics, 2016). Where as a lot of these strong chemicals are replaced by natural ones when choosing organic products. People are becoming more health aware when it comes to diet and well-being this is why the increase of organic products is rising. In the UK people say that eating healthily is just as significant as appearance as it is physical health according to Mintel research 71% agreed. Which is why the increase in food contain beauty products such as vitamin c, honey and oatmeal. (Mintel,2016) Also another key rise is Veganism it seems to has risen by 360% in the UK over the last ten years. This isn’t just in the UK as 70% of the US like to see vegetable based ingredients in beauty products (Mintel,2016)
ENVIRONMENTAL Environmental factors also influence people to buy organic beauty products. In 2016, Cosmetics Europe made recommendations to the major beauty brands to phase out the use of microbeads within personal care products, after research showed that these microbeads were not only polluting the ocean, but also found to be polluting the food chain (Green Peace, 2016). By 2020 the top beauty brands and companies have pledged to end the use of plastic microbeads in products and replace with natural alternatives.
AUTY + SKINCARE PRODUCTS IN CONSUMER BEHAVIOUR?
L AWARENESS Pollution is found to affect people’s health and skin conditions and people are becoming more aware of that, with these consumer worries there has been an increase in anti-pollution/ protective skin products. This has been a trend in china for years and is beginning to escalate to Europe and USA.
THE FUTURE OF PRODUCT DEVELOPMENT Bath, Soap & Shower These days products are driven by herbal and plant related, this year has been the highlight of using fresh ingredients, even food related in beauty products is likely to be a significant factor on customers.
F
acial Skincare Brands should now focus on what the products contains rather than just putting ‘free from’ on their products we want to know everything that’s in them. Ingredients natural as fruit, oatmeal, clay and vegetable based ingredients are what we want to know about.
CONSUMER TRENDS 2018
PLAYING MOTHER NATURE
Brands are giving mother nature a helping hand by involving local approaches and developments in science that uses living things to improve the earth. Natural skincare ingredients are growing more than ever in this world.
With the world constantly changing and weather and climate issues changing the beauty and personal care has become more interested in helping the planets ingredients and helping us. Brands are using more local ingredients which also help create opportunities to communities. Brands using more natural products means the demand for natural ingredients will be high and so science and technology will be important for the future of organic beauty.
People now are looking up about ingredients and products understanding what is in the products there using this shows they are more updated with developments is science and technology Smartphone apps can provide people with understanding of the safety of products and the source of ingredients, and certifications are on the rise. While naturals continue to be popular with more and more beauty people (who use a product or service), many people are going back to basics’ by shopping small, buying locally-sourced, locally-produced, and small-batch products, and by ‘being green’, which is now not only trendy, but for many, a (way of living) choice.
29%
of Australian consumers look for locally made/ grown products or services* when shopping for everyday items (*eg groceries, toiletries, clothes)
50%
of UK shoppers are now looking for products that are made naturally rather than include chemicals.
Consumers green-light natural products
45%
O
of females in China believe thats using products made with natural plants/herbs improve their skin more.
U
T
L O O K 2020 Seeing the increase of climate change the collecting of natural ingedience will take over the creating allergy free, safe and effective ingedients though science. This means local sourceing and production of ingredients will become one of the most important things in the next year not just with brand and manufacturers but with people in communities too. From packaging to ingredients brands over the next years will be focusing on safety and pureness to evidently communicate product benefits and to take a local and honest way of thinking.
MY BEAUTY, MY RULES Brands will stop targeting people based on their age, (male/female status), or body type as people more and more demand personalised beauty defined on their terms.
People describe beauty in many different ways and beauty is defined in different ways than others. Whether its sexuality, age, skin, hair or body types, this means the view of beauty needs to be retuned. Instead of brands using labels towards people they need to start focusing on the people behaviour and the people themselves. People are wanting products that fit their personality or daily routines. The beauty consumer is a indivual they are not just a part of a group.
In the past, their quality that makes brands had only something stand alone or control over what look different, defines beauty; they are being however, perceptions of beauty based on age, (male/female status), skin, drawn to new indepenent brands offering hair, and body type fresh opinions are changing, and and like nothing else in control has shifted. the world benefits Now, the related to people who use a product or service that big brands can’t satisfy. Being commands what beauty independent means is to the brand. An the brand can keep inflow of information its quality that makes online has educated something stand alone or people and they look different. believe they know their skin/hair/body best and appreciate that everyone is different. They want their individual needs to be answered with options or customisable beauty. As people continue to express Beauty comes in all shapes and sizes
33% of Brazilian Millennials aged 19-35 say they would like to see more adverts featuring people with a wider range of body types
31% of Chinese consumers aged 20-49 say that the word ‘individuality’ defines luxury
OUTLOOK 2020 The ever-changing perception of beauty will see the removal of labels that are based on simple qualities like age and male/female status, and will change the way we look at our skin, hair, and body types. This will cause brands in the coming years to support quality of including all people or all things and deal with individual beauty concerns, which will result in more customisation and personalisation of products--promising to the person that beauty choices are theirs to be made, and theirs alone. The time has come to celebrate desire to do things for yourself and not be like others in all its beauty. Over the next three years, fast-changing behaviours will require brands to redefine how they divide people, to become including everything in their approach, and to lift up every opportunity for custimization
75% of French female consumers say feeling comfortable is better than looking perfect
CAMPAIGN CAPITAL Brands must all have their own personality and purpose that match up with customers beliefs. Simply selling an amazing product is now no longer enough
Many people now care about the value a brand and product can offer them as much as the quality of the product itself. Terms like ‘cruelty-free’ have become labeling words said a lot lately and there’s now an expectation for corporations to give something back to the world. Younger generations in particular don’t like labels and more and more try to live in a community of people that’s free of ‘isms’. When buying products, they want to be sure their brand choices are matched up with their personal values
Shoppers prefer brands that earn honest money
WHATS HAPPENING
37% of consumer in the UK will think about whether the brand is tested by animals or not when shopping
34% of French consumers trust smaller businesses more than large corporations
People have never had so much information at their fingertips, which has gifted them with more power when buying products. The responsibility is now on brands to impress people with a human-like personality that’s familiar, nice, and honest. Brand marketing does a series of actions to reach goals need to match up with people own beliefs and values, so people feel like they are buying an attitude and way of living, and not just a product. Although some beauty companies have supported worthy causes for many years, it has now become an extremely important element of labeling
OUTLOOK 2020 Beauty companies will develop a ‘face’ and clear ‘personality’, while more people will demand to be able to talk to brands in the same way they talk to their friends. As a result, people will expect instant responses to their needs and questions, unavoidably changing related to big business structures and causing marketing roles to change and get better and new roles to be created in order to create and maintain the brand’s image on social media. In 2018 and beyond, there will be a focus on money to educational projects rather than simply giving money to organizations that help needy people, and (related to surrounding conditions or the health of the Earth) and honest and right issues will be at the front lines as related to people born in the 1980s and 1990ss and Generation Z think more about what’s happening in the world and in the next on going years it will be very important for brand to show they have their own personality that is honest something that’s clearly communicates their positioning.
PRIVATE EYE Digital technology will follow people everywhere, influencing their product instances of buying things for money and helping them to travel safely through the difficult things about the beauty aisle. Health and beauty apps will become more popular especially with those customer that are wanting personalised and customisable products. These apps will use a recording and keep data about the body to allow you to see how the products work or look before you buy and give you recommendations, discover products easier and creates more personal shopping, allowing people to perfectly change from one thing to another between showing the ability to create interesting new things product education, and instances of buying things for money, adding another layer of consumer convenience.
WHATS HAPPENING IN 2018
67%
Digital technology will make of US iGeneration beauty shopping more personal buyers aged 18-22 prefer in 2018. Beauty brands to search for product will use people information in store on faces not only as strong cloths for paintings for their mobile device than their products, but also as a way to ask a sales associate track their likes and dislikes, and guide them through the shopping experience. Apps will become digital personal helpers, while voice-based technology will change to collect products. Overlying all of 30% these developments will be the everpervasive of UK fashion buyers social media, converting are interested in digital beauty tourists into beauty shoppers. screens to search This will come at a price for the for product information beauty industry, however, as in-store people recognise the value of their recording something about the body data and demand either privacy or payment. Data security will become more important than ever. Across the globe, governments are recognising Beauty is in the need for greater data protection the eye of the and are taking steps to put laws (and law maksmartphone ing) holder in place that forces all businesses to look for related to people who use a product or service permission, tell people watching and following, and give people the right to be forgotten.
OUTLOOK 2020 The commercial use of biometric data will extend beyond eye tracking. Heart rate, body language, and speech will all be important biometric indicators for a more complete assessment of consumer preference and personality in 2018 and beyond. Meanwhile, the collection and use of personal data for brand benefit will see a backlash from privacy advocates who will demand that consumers are able to learn from and act on their own data. Looking ahead, the days of social media being purely social will have long since passed as companies transform these online interactions into shopping opportunities. Over the next three years,
holistic approaches to biometric data and the blurring of lines between social media and online retail will encourage brands to drive unprecedented customisation of the shopping experience, giving consumers more control over where, when, and how their data is used.
ETHICAL BRAND RESEARCH
Mintel’s brand research shows that people perception of how honest and right brands are has improved over the last few years. Increasing regulation, social media coverage and changing persons habits are all likely to be affecting the way people see brands. While this is a positive development, it also raises the risk that any satisfaction (while ignoring threats) among brands could lead to them falling behind their peers. It’s very important for brands to work hard for constant improvement to keep up with competitors. 16-34s tend to be more convinced of brands’ (related to the rules and beliefs of doing the right thing) compared to older groups. While this hints that younger people are more influenced bybrand activity or more engaged with (related to the rules and beliefs of doing the right thing) ingeneral, it also hints that older groups are likely to hold brands to higher standards.
Dove’s campaigning image helps boost its CSR credentials Dove’s campaigning work on body image appears to be paying off, with 42% of people who had heard of the brand seeing it as socially responsible. There is an interesting contrast between Dove and its rival beauty and personal care brands, Lush and The Body Shop, however. The latter brands have a similarly strong rating to Dove when it comes to social responsibility, but are both significantly ahead when environmental credentials are considered. It is a sign that consumers take a nuanced view of a brand’s broader ethical credentials, and that only a handful of brands are seen as standing out across the board.
Companies influence one another such as Lush and The Body Shop Although still largely regarded to be a particularly ethical brand, The Body Shop has seen its perception of social responsibility decline in the last year. At the same time, The Body Shop’s most obvious competitor Lush has improved its own perception, which suggests that they both may have an influence on one another. The Body Shop is set to be acquired by Brazilian cosmetics company Natura in 2017, which may well encourage people to see it as returning to its sustainable roots. The current owner of The Body Shop – L’Oréal – does not tend to be immediately associated with ethics, while it is claimed that Natura is likely to be a better fit for The Body Shop brand.
Although still largely regarded to be a particularly ethical brand, The Body Shop has seen its perception of social responsibility decline in the last year. At the same time, The Body Shop’s most obvious competitor Lush has improved its own perception, which suggests that the respective performances of rival brands may have an influence on one another (see Other Ethical Associations section).
It is believed that the age group 16-34 are more likely to describe brands as honest and right. This shows that maybe the younger groups are more likely to give other brand a go rather than keeping to the brand they know. It also shows the broader desire for them to be more involved with the idea of knowing the rules and politics of doing the right thing within brands. It seems that the older the groups the more they seem to have a higher standard for brands and seem to keep with the same brands and are simply less interested with the subject.
Improving standards across the board The proportion of consumers who describe a given brand as ethical has tended to increase year on year. It is no longer enough to maintain a steady perception of ethicality, because competing brands are likely to be improving their own image. A study of the 349 brands featured in Mintel’s brand research between 201213 and 2016-17 shows that the average brand has increased its perception of being ethical by 5 percentage points in that period.
Consumer Concerns of ethicial products Mintel’s online focus group highlighted varied ethical concerns Mintel conducted an online focus group in July 2017 to further understand attitudes towards ethics and brands. For context, the first question asked to respondents centred on the overall ethical and environmental concerns that they have. The responses were varied, highlighting that there are a number of issues consumers are concerned about, and that there are a number of opportunities for brands to make a difference. Mintel’s The Ethical Brand – UK, September 2016 Report found that brands that are most likely to be considered ethical are those that engage in a number of different initiatives covering different aspects of what potentially makes a brand ethical. Brands that can convinceconsumers that they care about several different issues are therefore more likely to benefit from an overall ethical image.
The Enviroment “My main concerns are whether a product, such as food or clothing, has been produced in a way that doesn’t harm the environment and, ideally, has been produced locally.” 35-44-year-old, ABC1 Male “I would like to think that the manufacturer will use a limited amount of packaging for the product and as much of it is as recyclable as possible.” – 35-44-year-old, ABC1 Male
Workers’ rights and fair trade “I have concerns that the people producing items have been fairly compensated for their involvement during the prodution process.” 35-44-year-old, ABC1 Male “As an economist, I believe that resources should be allocated as fairly as possible dependent on merit, so it is important that people are being paid the correct amount for their services.” 18-24-year-old, C2DE Male
Animal testing Although there has been a shift in standards when it comes to the issue of animal testing, helped by the 2013 EU ban on cosmetics tested on animals, the idea of animal testing is still an issue readily pointed out by participants in Mintel’s online focus group “I am concerned about various health and beauty brands still using animals for testing, I think it is cruel to the animal and I can’t see how it would prove an item is safe for a human being.” – 25-34-year-old, C2DE Female
Mintel report
What you need to know Growth in the beauty and personal care market has slowed in recent years this is due to competitive pricing in the area, however Mintel showed that the growth in 2016 was 1.8% and rose an extra 1.4% in 2017, so we are still expecting a speedy up rise. The beauty and skincare section is what has helped this market which have gotten good things from beauty preferences in women. It is the personal care market that has struggled this could be because people are highly expecting of low priced products when it comes to basic everyday toiletries. Competition is increasing from smaller, new performing companies in the market, which explains why some leading players are struggling as these new companies are hitting all of the consumer needs. Stores have the opportunity to encourage more people to spend money on personal care products by giving more information about the brand and the benefits there products offer.
Consumer spending on BPC items continues to rise The table on the left explains the consumer spending habits when it comes to beauty and personal care. Explaining the 1.4% rise in the UK taking the market to 10.1 billion. There is a problem in the growth of personal care sector as people have maintained savvy behaviours when it comes to shopping for everyday basic products such as toiletries. The market is hoping to reach 10.2 billion by 2018
The consumer Most consumers shop for beauty or personal care Mintel’s related to people who use a product or service research found that 96% of people have bought beauty or personal care products in the last year, with personal care buying especially high (92%) while 70% of people have bought beauty products. As the chart below illustrates, everyday toiletries such as deodorants, bath products and oral (keeping yourself clean are the items people are most likely to have bought something for money but there are some big differences in buying behaviour across different information about people. Women and young people are significantly more likely to have shopped for beauty products like make-up and facial skincare. However, in contrast older people are more likely than younger people to have bought something for money personal care items in the last year.
Consumers spending more online Mintel’s Online Retailing - UK, July 2017 guesses that online retail sales rose 15% in 2017 to (British pounds)59 billion. While online continues to account for a fraction of the total retail market in the UK even though there is the existence of consistent strong growth, its influence on related to people who use a product or service instances of buying things for money is far greater. Driven by increasing trust and state of knowing someone or something well, online shopping is reaching near universal levels with 91% of people saying that they have shopped online in the last year and, as the chart below illustrates, online shopping has a broad case across information about people.
Online retailers strengthening position According to the Online section of this Report, online consumer expenditure for beauty is expected to reach £1.1 billion in 2017, an increase of 7.5% from 2016. Beauty customers are becoming more accustomed to purchasing BPC products online and as a result many pureplay retailers are seeing a strong increase in revenue for 2016. The Beauty Online – UK, October 2017 Report identifies some of the barriers that deter people from shopping online and finds that almost half (48%) of consumers would like to try new products before purchasing them. Thus, online beauty box subscriptions such as Glossybox and Birchbox have gained popularity. The subscription box services send a range of samples from different beauty brands to customers each month. This gives people the option to try new brands and products for a small fee before deciding if they would like to purchase. Despite low penetration at present such services have the potential to resonate, with data for this Report showing that the second most popular online innovation is the beauty
subscription service, with 28% of all those who shop online for beauty saying they are interested in them. Feelunique.com is another pureplay beauty retailer that has performed exceptionally well in 2016, with an increase in revenue of 72.5%. According to data from this Report, one in 10 (10%) online BPC shoppers have purchased products from feelunique.com in the last year. Feelunique.com expanded its product range by 17% during the 2016 financial year, introducing more options for premium brands such as Chanel, Charlotte Tilbury and Tom Ford. In October 2017, it became the first beauty retailer to launch a same-day delivery service across its full product range for London customers. According to Mintel Trend Straight to You customers are increasingly expecting better delivery options.
POP UP STORES
Pop-ups generate brand hype Not only has there been a wave of permanent stores opening, but many brands have also been experimenting with temporary retail spaces in the UK beauty sector. Following its online launch in the UK in October 2017, US beauty brand Glossier hosted a pop-up store in London for eight days in November 2017 in a bid to grow its community of followers. The full line-up of the New York beauty brand’s cult products were available to test and purchase, including the brand’s recently launched perfume, Glossier You. As part of the brand’s Bold is Beautiful campaign, Benefit also launched its #RaiseABrow pop-up shop for the fourth consecutive year in 2017. The campaign sees the brand donate to charities that improve the lives of women and girls and this year the pop-up stores were pink-themed, selling pink-coloured items donated by celebrities, brands and well-known bloggers, with 100% of the profits being donated to charity. The brand opened pop-ups in London, Dublin, Glasgow and Manchester in April alongside an eBay auction site. Other examples of how beauty brands have used temporary retail spaces include Button & Wilde’s pop-up where guests could customise their own fragrance bottles in London and Burt’s Bees’ Wall
of Kisses pop-up that allowed customers to virtually try on lipstick. Such concepts align with Mintel Trend Popscape, which discusses how brands are experimenting with temporary spaces in unexpected places to pique consumer interest. As research for Mintel’s Beauty Online – UK, October 2017 found, 48% of people in the UK think it’s important to try a new beauty product before buying. Therefore, such pop-ups can offer brands an opportunity to reach new customers. We also discuss the growing use of mobile retailing in our Analyst Insight All aboard the beauty bus – 15th September 2017, with Weleda, Benefit and The Perfume Shop driving across the UK in repurposed
vehicles to spread their brand message to consumers in 2017. Mintel report
RESEARCH QUESTIONNAIRE Body Image questionniare
This questionnaire was based on why I decided to create a skincare brand. I did towards research for my second plan and I found how so many people dont like the way they look or would like to be skinnier, or have better skin. Looking at the 95 responses made me sad and shocked at some of the comments I recieved. This made me want to make people feel beautiful and happy by using my ethically, organic skincare products.
REFERENCES
https://www.lushusa.com/our-story.html https://www.forbes.com/sites/walterloeb/2017/04/07/lush-beauty-taking-the-industry-by-storm-thanks-to-young-love/#280b4d0011c5 https://uk.loccitane.com/engagements,83,1,86383,1075226.htm https://www.independent.co.uk/life-style/gender-neutral-beauty-rise-trend-unisex-brands-grooming-marketing-diversity-stereotypes-a8325026.html https://www.mindbodygreen.com/articles/best-gender-neutral-beauty-brands UK beauty and personal care, Mintel, January 2018 UK Beauty and personal care, Beauty trends 2018, mintel Hitwise UK report green living 2018, hitwise The Ethical Brand, UK 2017, Mintel https://www.businessoffashion.com/articles/intelligence/is-e-commerce-really-better-for-the-environment