Aveda ss2013 organic make up campaign by ryan farnworth

SS2013 ‘Choose Right’ Organic Make-up Collection. ARTMAGAZINE DECEMBER 2012 | 1

“Choose Right” Spring/Summer Organic Make-up Collection

2 | DECEMBER 2012 ARTMAGAZINE

Objective “O rganic beauty products have become a growing trend within the U.K market since 2009. Now in 2013 more beauty brands are investing in more natural and organic lines then ever before. For SS2013 Aveda are ready to introduce their new ‘Choose Right’ awareness campaign with their new Spring/Summer make-up collection. However with the cosmetic industry being worth over £15bn alone in the U.K, how will Aveda be able to handle the tough competition and win over customers in choosing organic, over easy accessible mainstream brands

?”

ARTMAGAZINE DECEMBER 2012 | 3

Contents Objective Pg 2-3 Methodology Pg 6-9 1.0 Introduction Pg 10-11 2.0 Market Segmentation Pg 12-18 2.1 Aveda’s Primary Customer Pg 19-20 2.2 Aveda’s Secondary Customers Pg 21-24

5.3 Promotion of Aveda Campaign Pg 56-65 3.0 Smart Objectives Pg 25- 28 4.0 Consumer Action Pg 29-32 5.0 Aveda SS2013 Choose Right Campaign Pg 33-43 5.1 Pricing Pg 44- 46 5.2 Place of Promotion Pg 47-55

4 | DECEMBER 2012 ARTMAGAZINE

5.4 Aveda ‘Choose Right’ 2013 Campaign &Media plan Pg 66-69 5.5 Campaign Budget Pg 70-71 5.6 The People of Aveda Pg 72-73 5.7 Persuasion to the public Pg 74-76 6.0 Vectors Pg 77 7.0 Conclusion Pg 7879 7.1 SWOT Analysis Pg 80-81

The Editor’s Letter

Literature Review Pg 82-93 Bibliography Pg 94-99 Appendix Pg 100-103 ARTMAGAZINE DECEMBER 2012 | 5

Methodology T

he following shows an account of the methodology used for ‘Aveda: Choose right SS2013 organic make-up campaign’ report. This information shows what research was needed for the report and how it was carried out, it also gives a brief description of where the data has come from and reasoning why it was chosen for evidence.

Aim & Objective

he information in this report is based on research that has thoroughly been carried out between January and April 2013, using resilient methods. The aim of the research was to essentially ensure that the new line of products created would be right for Aveda this meant that in depth study of Aveda’s market segmentation was needed, both into the primary and secondary customer’s. This also meant there was need for study of Aveda’s competitors and existing campaigns, study to what new campaigns would work for Aveda, and finally whether the public would buy into a new array of make-up products. new organic make-up for Aveda is effective in helping raise awareness to why organic is important and to educate customers into what they are putting on their skin. 6 | DECEMBER 2012 ARTMAGAZINE

Preparatory Research Preparatory Research included: This found few cosmetics brands advertise what ingredients are used in neither the products nor the long term effects. It also shown that a high percentage of cosmetic brands advertise as being natural however only use tiny extracts of natural sources, falsely advertising the products but resulting in customer’s being unaware. This was secondary based researched backed up from famous market databases such as Mintel (see bibliography). Such databases provided wide information that supported organic market growth in the cosmetic and skincare segmentation.

Focus Group: A focus group was held in March 2013 to investigate

what women want when choosing make-up. A small group of five participants were involved in the study and took part in two different activities as well as a discussion to strategically test what they found most attractive to buy when choosing products. This was created to inspire design, range and final outcome of the organic make-up range and to test whether Aveda’s original ideas would be successful when in the market.

Interviews

Three interviews were carried out to current consumers of the organic market. This was to initially support Aveda’s Primary and secondary customers, it was also a study to find out more about the individuals and what an organic lifestyle meant and lead.

ARTMAGAZINE DECEMBER 2012 | 7

Methodology

A Literature Review:

8 | DECEMBER 2012 ARTMAGAZINE

Questionnaires as this was the beginning and was the first quest to find out what consumerâ&#x20AC;&#x2122;s looked for when buying make-up. The questionnaires were firstly needed to help understand the market; - Aveda needed to know what was missing in the cosmetic area, whether there was a need for another make-up line, if people cared what they were putting on their skin and most importantly, why consumers werenâ&#x20AC;&#x2122;t already choosing organic brands over already mainstream brands. If the results came unsuccessful this would have been the first reaction to whether there was a gap in the market for a new organic make-up line and whether it would stand a chance in the already highly competitive market.

Visual & Primary Research

Aveda is a visual and creative company, so when carrying out

this report it was important to be able to show evidence through visual research as well as written content. Photographs were taken to prove the growth in the organic market to prove it is moving swiftly into the world of cosmetics. These were taken in a vast selection of shopping centres, towns and busy city centres within the North West area. Photographs were also taken for inspiration for the design of the new make-up range, for inspiration of campaign ideaâ&#x20AC;&#x2122;s, and for awareness of what advertising was already going on in the market.

Overall it is hoped the research has helped the success of the

final report, product and final campaign for Aveda, it also hoped that the findings will help raise awareness of the importance of organic products to the public, and for the future of the organic market. ARTMAGAZINE DECEMBER 2012 | 9

Methodology

Ten questionnaires were the first source of research sent out,

1.0 Introduction

Aveda Uk. (2013). Make-up.

The beauty and cosmetics industry is a booming market being worth

over £15bn alone in the U.K, Melanie Hiernard. (2012). With such a high demand for products and moving at a fast pace, trends come and go quickly, but often leave women stuck for choice resulting in buying into brands out of routine, loyalty and because it seems the easier choice for customer’s to stick to what they know. With all this in consideration, common thoughts occur when buying beauty products, for example: “I need quality”, “Products that justify how much I spend” and above all “I need products that actually work”. Nonetheless after thorough market research, beauty questionnaires (see appendix) resulted in showing that shockingly 9/10 women do not read the back of cosmetics and have no idea what ingredients they are putting on their skin, neither did they know any of the effects. 10 | DECEMBER 2012 ARTMAGAZINE

Furthermore 7/10 women say they do not believe in animal test-

Now in 2013 most supermarket brands supply organic ranges re-

sulting in natural beauty products being in higher demand, statistics show that organic/natural beauty product launches have grown by 49%, with natural skincare being the biggest growth followed by colour cosmetics and hair-care. Mintel. (2013). Natural and organic beauty.

Aveda believe as a brand that they connect beauty, environment

and well-being all together as well as helping give back to the world: ‘Our mission at Aveda is to care for the world we live in, from the products we make to ways which we can give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty but around the world’ Aveda. (2013). Mission of Aveda.

This report will demonstrate the importance and need for a new organic make-up range for Aveda, by showing thorough market research, detailed justification behind the product and a structured business/campaign plan for the Company. The study contains both primary and secondary research from questionnaires, focus groups and trials of products. It will also furthermore explain why Aveda want to educate and raise awareness for customers and why natural is better for long term beauty.

ARTMAGAZINE DECEMBER 2012 | 11

Introduction

ing but then admitted in buying brands that have done so, and 9/10 women believe they do their part for the environment by recycling but do not buy brands that are ‘fair-trade’ or ‘green’. This information derived the rationale behind this report and the reasoning behind why Aveda have chosen to launch SS2013 ‘Choose Right’ campaign on a new exciting collection of organic make-up. The organic industry has been a growing market since 2007, Mintel. (2013). Natural and organic beauty, and it has become an easy accessible lifestyle with the ‘hippy’ reputation well in the past.

2.0 Market Segmentation Aveda lies within the high market beauty segmentation, with prices

starting from £10.00 ranging up to £50.00 on singular products. The organic beauty market itself is seen as a high market/luxury product with statistics showing that: ‘lower income households are less likely to have noticed the range of natural products –likely because they tend to buy mainstream, lower-priced or discounted brands and they may spend less time looking at the more expensive alternatives’ Mintel. (2010). Attitudes towards Natural and Organic beauty. (See figure one)

For Aveda the brand typically attracts three different types of cus-

tomers, (see 2.1, 2.2, 2.3) these are ages that range from 25-45 years. This relies on two significant factors; firstly it has been proven that as women become older, they become more aware of what they are putting on their skin: ‘Women are more likely to find it difficult in deciding which products are most natural. This is because men and younger customers give less thought to the products that they buy.’ Mintel. (2010). Attitudes towards Natural and Organic beauty. Please see Figure 1 >

12 | DECEMBER 2012 ARTMAGAZINE

Mintel. (2010). Attitudes towards Natural and Organic beauty.

Consumer Behaviour: Customer’s income brackets that have used natural/organic products within the last 12 months: Have used Organic/Natural Products in the last 12 Months. 45% 40% 35% 30% Have used organic/natural products in the last 12 months.

25% 20% 15% 10% 5% 0%

£1

,0 25

or e m

5 £4

,9 54

,9 44

5,0

s Le

n ha

£1

,9 24

£5

9 49

ARTMAGAZINE DECEMBER 2012 | 13

Market Segmentation

Figure 1.

The second factor comes down to the vital factor of disposable in-

come. For example, Acorn’s U.K consumer classification shows that type two category ‘wealthy working families’ with mortgages Acorn CACI. (2009). Type 2: Wealthy working families with mortgage’ (See figure 2) are more likely to spend their spare time and cash on luxury outings such as spa days, going to the theatre, up to date fitness classes and eating out in comparison to type 22: ‘Low income singles, small rented flats’ who have unfortunately suffered the most during the recession with unemployment being the highest in their neighbourhoods. This has resulted in this category of consumers trying to save money by making cutbacks.

When it comes to buying beauty products, their main concern is cost, meaning they are more likely to buy into mainstream brands, that hold regular offers, rather than fussing over what ingredients the products contain. (See figure 3, for lifestyle interests) Therefore Aveda’s customer has been categorised into three different bands. Primary is Aveda’s loyal existing customer and the two secondary are the new customer’s Aveda want to attract through the new ad campaign. Please see the next pages for further description.

14 | DECEMBER 2012 ARTMAGAZINE

Acorn CACI. (2009). Type 2: Wealthy working families with mortgage.

Demographic Features Housing

Percent

UK Index

Social Rented

1.5%

Private Rented

2.5%

Owned outright

24.0%

Owned with Mortgage

70.6%

178

17.7%

196

30.6%

152

11.5%

130

6.9%

100

5.5%

7.7%

3.5%

Couple with children

54.9%

131

Couple without children

45.1%

Lone parent family

7.2%

Work Higher Managerial and professional occupations Lower Managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi-routine occupations Routine occupations

Families

Figure 2 Continued >> ARTMAGAZINE DECEMBER 2012 | 15

Market Segmentation

Figure 2

16 UK Average Bingo

Demographic Data

Cinema Computer games DVDS/Videoâ&#x20AC;&#x2122;s Football Gambling Gardening Playing Golf Theatre/culture/arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Satellite Digital TV Satellite Cable TV Started a job for the first time Lost a job/redundant Got married Had a child Divorced/separated Retired 0

16 | DECEMBER 2012 ARTMAGAZINE

100

150

200

250

300

350

Acorn CACI. (2009). Type 22: Low income singles, small rented flats

Demographic Features Housing

Percent

UK Index

Social Rented

19.6%

113

Private Rented

24.3%

270

Owned outright

20.7%

Owned with Mortgage

29.8%

Higher Managerial and professional occupations

6.1%

Lower Managerial and professional occupations

19.0%

Intermediate occupations

8.9%

100

Small employers and own account workers

7.3%

105

Lower supervisory and technical occupation

8.2%

114

Semi-routine occupations

12.7%

114

Routine occupations

9.7%

118

Couple with children

36.9%

Couple without children

63.1%

109

Lone parent family

23.2%

137

Work

Families

ARTMAGAZINE DECEMBER 2012 | 17

Market Segmentation

Figure 3

18 UK Average Bingo

Demographic Data

18 | DECEMBER 2012 ARTMAGAZINE

100

150

200

250

300

350

Aveda’s Primary customer is typically within the 30-35 year age

bracket. They are already loyal customers to Aveda and started to use the brand because of their beliefs against unfair trade, animal testing and negative impact on the environment. The customer is a keen environmentalist and is very aware and ‘picky’ to when it comes to what they use on their skin. These customers tend to be vegetarian or vegan, they do not believe in any kind of animal cruelty and will actively only buy other brands which are fair trade, organic, natural and sustainable to the environment, as well as all products having recyclable packaging. This category of customers tend to be young working professionals who are working their way up the career ladder, this falls into type 17 of the Acorn customer classification. Acorn CACI. (2009).Type 17: Young Educated Workers, Flats Single or in a relationship this customer doesn’t have too many responsibilities such as children, this means that they can afford to splash out on luxury high end brands such as Aveda, as well as invest in long haul holidays, and various arts/music festivals. Other brands this customer may support are: The Body Shop, Environmentalist Magazine, Glastonbury Music Festival, Waitrose and Clipper Tea. See next page for the customer profile of one of Aveda’s loyal customers.>>

ARTMAGAZINE DECEMBER 2012 | 19

Market Segmentation

2.1 Aveda’s Primary Customer

20 | DECEMBER 2012 ARTMAGAZINE

Aveda’s secondary customers are split into two different catego-

ries. Category one fits into type two of Acorns consumer classification which is Wealthy working families with mortgages. Acorn CACI. (2009). Type 2: Wealthy working families with mortgages. These customers are aged classically from 40- 50 years, they are married or divorced with new partners , have children and are usually working in senior/executive roles or own their own businesses. This demographic usually live in rural areas with detached houses and because of their highly paid jobs, this gives them the disposable income to spend on luxury products and services such as theatre, music concerts going to the gym or attending fitness classes, health /spa treatments and regular beauty/hair indulgences. This shows that these type of women like to look after themselves, they are healthy, active and take a lot of thought when it comes to buying products that are used on their skin. As they attend salon’s and spa’s regularly they are used to being firstly introduced to new top quality brands, equalling in them being more likely to try ‘the next big thing’. These customers like to follow new recommended diets, health regimes, and beauty trends. ‘I like going to good salon’s regularly because of the quality of products they use. If something I try at a salon or spa makes me feel that bit extra good I will purchase it there and then’ Tracy Orton aged 44 years (see appendix for questionnaire). This is a good incentive for Aveda to try and attract this category of customers. Aveda products are currently sold in spas and salons, so with the new brand campaign and re-vamped line this will aim to target this new demographic area. The next page shows an example of this customer profile. > ARTMAGAZINE DECEMBER 2012 | 21

Market Segmentation

2.2 Aveda’s Secondary Customer, Category 1

22 | DECEMBER 2012 ARTMAGAZINE

mostly fits into: Type 16: Young Prosperous professionals of Acorns consumer classification. Acorn CACI. (2009). Type 16: Young Prosperous professionals. This group of customer‘s are highly educated, at degree level and above and are currently making their way up the career ladder, this is likely to be managerial roles with high salaries. These customer’s live in heart of the U.K’s city’s and are renting a flat or house with partner or friends however 40% of this demographic live alone. Acorn CACI. (2009). Type 16: Young Prosperous professionals. Key interests include reading, going out at the weekend, eating out in restaurants, and going to the cinema. As this customer is earning a high salary but is young with no responsibilities they like to spend a lot of their income on clothing, footwear, make-up, city breaks, and long haul holidays. This means for Aveda that this customer needs to be convinced that there make-up line makes them look the best and are as good as other expensive brands. ‘I would be interested in buying organic but it would have to look as good as other high end brands such as Mac and Bobbi Brown. I like the variety with these brands, and I like that everything is nicely packaged and come with mirrors-it just adds the glamour factor to it and makes you feel like you’re getting a top quality item. However with organic as I’ve looked before they are good for you but have little variety it their lines’ Faye Bellass, 26 years. To hit this demographic, internet is key, research shows through questionnaires that this customer does a lot of shopping online and uses a lot of social networks such as twitter, Facebook and Instagram. Therefore meaning that Aveda need to advertise their new line socially and make it more ‘trendy’ ‘fashionable’ and appealing to this customer. Other brands this customer may use are, Waitrose, Sainsburys, Apple, Selfridges, The Body Shop, Reiss, Starbucks, Lonely Planet and Kurt Geiger. Please see next page for customer profile. > ARTMAGAZINE DECEMBER 2012 | 23

Market Segmentation

2.3 Aveda’s Secondary Customer, Category 2 Category two is the 25-30 years age bracket, that demographic

24 | DECEMBER 2012 ARTMAGAZINE

3.0 Smart Objectives for Aveda to keep their strong brand I.D it is important that clear objectives are put into place for the new campaign to achieve success. ‘All businesses need to set objectives as they provide focus for organisations. Businesses that have specific aims are usually more successful than those that don't because it gives purpose, unity and motivation towards an achievable end goal. Objectives can be set in all areas of the business e.g. sales, production, finance and marketing ’Learn Marketing. (2013). SMART Objectives. For Aveda, the objectives for the upcoming make-up range tick all the above boxes and focus on the following; • To sustain the simple image Aveda portrays in their campaigns, • To generate more sales • To, ultimately, raise awareness regarding the importance of using organic products. As previously stated, the organic beauty industry is a growing market however research has proven that in order for organic/natural make-up to become more successful it needs more than just natural and ‘good for you’ factors to generate the customers: ‘I use Benefit because it’s quite a fun brand, I love their packaging, it’s really eyecatching and always gets my attention. The quality is good too. I also use Mac because I love the style of their range and again the quality is as good as the products initial good looks’ Rebecca Bateson 23 years. Aveda’s current make-up range needs glamour adding to products, both in how the make-up itself looks to attractive packaging and strong fashionable marketing to draw customers to the range. The following sectors ( see following page) break down the smart objectives area’s to discuss plans put in place to make the new range as successful as possible.> ARTMAGAZINE DECEMBER 2012 | 25

Smart Objectives

In order for Aveda’s new make-up range to become successful and

3.1 Aveda’s Smart Objectives Element

How will Aveda achieve this?

The specific objective of Aveda’s creation of the new SS2013 make-up range is to generate awareSPECIFIC ness to the public of the importance of organic make-up. This will help build a stronger more successful brand, with its aim to generate more sales for company, and wider range of customers. If proven successful Aveda not only be helping the success of the brand, but will also be helping the organic market and whilst following through their core brand values. ‘We believe social responsibility is our responsibility ’Aveda Uk. (2013). Discover Aveda. This also includes generating further help for the environment and contributing to fair trade across third world countries ‘We believe ecological and profit goals are mutually achievable’ Aveda Uk .(2013). Discover Aveda. The success of Aveda’s Spring/summer make-up range will be measured in many different way’s MEASURABLE because of the different platforms the campaign stands on. The main measurement of success will be based on the performance of sales. This is a key indicator to the company because the products itself have been specifically made to generate profit and bring new customers to the brand of Aveda. The other indicators of success will be the usage of the newly updated website. Aveda will use Google analytics to measure page views, new page viewers, Aveda member sign ups, orders, and mail-out views. (Continued >>) 26 | DECEMBER 2012 ARTMAGAZINE

Element

How will Aveda achieve this?

Smart Objectives

Aveda will also be using social network platforms which include: Facebook, Twitter, Intsagram and MEASURABLE Pinterest. The success of these sites will be measured by how many followers, friends, photographs comments, tweets, hash-tags and friends the pages have and if it is continuing to grow daily. By using social network sites it is easy to measure success and Google analytics will allow the company to overview growth over a period of time and be able set achievement targets. ACHIEVABLE Aveda’s goal for success for the new campaign is achievable if plans and procedures are carried out correctly. It is important that the new spring/ summer make-up range continues to represent the brand’s strong I.D and core values. Aveda has proved to have the budget to carry out the new campaign as it is an international brand and with the new objectives put in place it is achievable that Aveda can generate more customer’s and raise awareness of organic beauty in the U.K. The new make-up range has been designed around specific and realistic plans for Aveda. Research REALISTIC has shown that a new make-up range is needed for the company in order for them to further grow. (Continued>>)

ARTMAGAZINE DECEMBER 2012 | 27

Avedaâ&#x20AC;&#x2122;s Smart Objectives Continued.. Element REALISTIC

How will Aveda achieve this? As Aveda first started out as a hair brand it has steadily invested in different products areas, a new improved make-up range is a realistic venture for the company to invest in, and is the answer for future success of Aveda. Objectives have all been formulated through realistic factors, to include; product, time scale, marketing, promotion, finance and performance.

TIME SCALE A timescale plan has been set in order for the launch and persistence of the campaign to run smoothly. The launch date of the new Spring/summer makeup range will be Friday 1st march 2013 and will continue for a six month period until Friday 2nd September 2013. A detailed campaign plan can be found in 5.4 section of this report, this will show a detailed structure of this period of time, showing specific dates, time span etc.

About Face Studio. (2013). Products. 28 | DECEMBER 2012 ARTMAGAZINE

Consumer Action

Trip Advisor . (2013). Leeds Marriott Hotel Photo: Treatment Room.

4.0 Consumer Action

The success of Aveda’s new make-up products relies on the way in which consumer’s buy, and their choice of action to what attracts to buy new Aveda products. This applies to many other brands as profit and success relies on the cycle of how customers buy. To really understand the product it is important that all brands have a plan to how their cycle circles, different companies have different priorities all on which depends on the product and what the company is trying to achieve. The following pages show Aveda’s top five priorities in order of consumer action, and discusses their beliefs to why these are important factors in the cycle of customer sales. (Continue see next page)>> ARTMAGAZINE DECEMBER 2012 | 29

4.1 Aveda’s SS2013 ‘ Choose right’ Make-up range IT5 This table shows the order of relevance and importance:

SEE

30 | DECEMBER 2012 ARTMAGAZINE

The first IT for Aveda’s ‘choose right’ campaign is for customers to ‘see’ the product. This is because ‘seeing’ the new campaign is what should attract customers to the product, and ‘seeing’ is the main purpose of the campaign. With promotion platforms such as billboards, ad shells, beauty magazines, Aveda website and social networking sites the ‘choose right’ campaign has been designed around purely visual advertisements as the purpose of the new campaign is to try to attract customers to buying Aveda make-up. Therefore customers need to ‘see’ the results of the product before being persuaded to purchase. ‘Do’ is customers then after ‘seeing’ the product making the decision to come and take a look at the new either at their local Aveda salon, or nearest franchise such as John Lewis. Here they will carry out the ‘do’ action by speaking to Aveda beauty advisors about the new range and being advised to what individual products would be suited to them, and how will it approve the health of their skin. This ‘do’ action also applies to online shoppers nonetheless as not all customers will have local access to Aveda franchises or salons. This customer will carry out the ‘do’ by after ‘seeing’ the new campaign researching the range online and seeing what products are available their best interests.

GET

The ‘Get’ action is consequently the most important action of the consumer action cycle. ‘Get’ is customers making the decision to go ahead and buy the products, and is the key performance indicator of the campaign as purchases generates success. Purchases can be made in Aveda salons, John Lewis franchises and can be bought online on the Aveda website. The ‘get’ action is what Aveda hopes will generate customer loyalty, good reviews and if the products are proven successful they will bring more new customers to the brand of Aveda. Please see next page for the ‘Share’ aspect of Aveda’s IT5.>>>

ARTMAGAZINE DECEMBER 2012 | 31

Aveda’s IT5

FEEL

The ‘Feel’ action comes in the middle of the cycle as most customers, particularly new customers of the brand will want to test make-up before they make the decision to buy. This action will be carried out by Aveda beauty advisors at Aveda salons or franchises, advising customers of what they recommend for them then testing shade, texture and tone on the customer. The main responsibility of the Aveda beauty advisors will be selling the make-up and making sure the customer is 100% happy with their chosen purchases. This will be the test for them to make the customer feel comfortable and great whilst persuading them to buy. This action cannot apply to online shoppers as this action is a virtual experience, consequently online shoppers will experience the ‘feel ‘of the product’s once they have took the action to purchase.

Share’ is the aspect customers will do if they have successfully bought the Aveda make-up and are happy with the results of the product. ‘Share’ is customers recommending the make-up to friends or family, buying the products as gifts or writing reviews on their Aveda experience. This could also include adding comments/ statuses on social networking sites such as face-book or twitter. For example: ‘Love my new Aveda make-up, peach Lip-gloss is my favourite #chooseright #Aveda’. This also applies when customers share photographs of Aveda products by using these social networking sites, for example: A photograph of a customer with Aveda make-up on, using Aveda hastag posted on Instagram. (See Examples, Figure 4)This image is then shared with all their followers to see and is aimed to have a knock on effect.

FIGURE 4 EXAMPLES OF HASTAG SOCIAL NETWORK PHOTO SHARING

32 | DECEMBER 2012 ARTMAGAZINE

Aveda ‘Choose Right’ SS2013 ARTMAGAZINE DECEMBER 2012 | 33

5.0 Aveda ‘Choose right’ SS2013 Organic Make-up Range

For SS2013 Aveda would like to bring a new and improved make-up

range to the organic beauty market. This is due to intensive research into the growing industry that has shown that consumers are willing to convert to organic, however to make customers choose organic over other mass produced brands it is crucial that the products need the best pricing, quality, style and accessible variety. ‘One concern women may have when switching to organic cosmetics is quality. Some may think that a product that has only natural material may not offer the same coverage and flawless look as conventional makeup. But the organic industry has come so far that high-quality products, such as mascara, eye-shadow, foundation and lipstick, all come in organic forms that are just as effective and gorgeous as their traditional counterparts.’ Jodi H. (2011). The Beauty Benefits of Organic Cosmetics.

The main focus of the new campaign is ‘Choose Right’ which has

ultimately been created to raise awareness of why organic is important and better for health ‘With so much focus on what we put into our bodies, it's important to take note of what we put on the outside as well.’ Jodi H. (2011). The Beauty Benefits of Organic Cosmetics.It has been proven by questionnaires (see appendix) that so many customers do not know what ingredients they are putting on their skin, and rarely take notice of what the ingredients contain and if they have potential long term threats ‘Many of today’s beauty products are made up of varying mixtures of synthetically produced chemicals. The skin is the largest organ in your body. Individual ingredients vary in their ability to penetrate the skin, some are absorbed in tiny amounts while some can reach the blood vessels below the skin and be transported around the body. While one product may contain very small amounts of some of these ingredients, it is the cumulative effect of applying various products regularly that causes concern’ Soil Association. (2013). Why should I use organic beauty products? 34 | DECEMBER 2012 ARTMAGAZINE

er is not a trend it is a proven lifestyle choice which has led to many brands opening up new doors for organic beauty and improving their philosophy to become more sustainable, for example: Beauty franchise Boots now have many organic and natural lines available including their own Botanic’s range which now has an organic option. Another example of sustainable changes are company ‘Unilever’ and their deodorant brands such as ‘Sure’ and ‘Dove’. These deodrant’s now have smaller packaging available which has been compressed from their large bottle but contains the same amount. Please see below for images and more examples of newly organic lines.

This image shows Body shops ‘Nutriganics’ Range. Viva Woman (2009).Nutriganics from The Body Shop & a giveaway.

ARTMAGAZINE DECEMBER 2012 | 35

Aveda ‘Choose Right’ SS2013

Due to these facts, organic for 2013 is everywhere, this howev-

This image shows new Moroccan argan oil collection. Swatch and learn. (2013). Organix RenewingMoroccan Argan Oil Shampoo & Conditioner Review & Pictures.

36 | DECEMBER 2012 ARTMAGAZINE

Packaging News.(2013). Unilever halves the size of female deodorant.

ARTMAGAZINE DECEMBER 2012 | 37

Aveda ‘Choose Right’ SS2013

This image shows Unilever’s new sustainable packaging for their deodorants.

Boots Botancis, Organic Range. Chopsy Baby. (2013). Bootâ&#x20AC;&#x2122;s Botanic Organics.

38 | DECEMBER 2012 ARTMAGAZINE

For Aveda the newly improved make-up range is a line that has been

designed for the use of everyday make-up. The range includes more variety with powders, foundations and blushers which have more colour options and textures available in order to suit many different types of customers. The range also includes bright summery lip-glosses, lipsticks and lip balms, which are again designed so there is something to suit everybody. There are now improved mascaras, eyeliners and eye-shadows which are also available with all new products based around the Aveda’s strong current brand ID which is the natural look. However Aveda want to push the fact that organic is fashionable and doesn’t compromise when it comes to quality and glamour. ‘Choose Right’ has been made to show customers how you can achieve the same results when it comes to beauty however you can make a lifestyle choice which can improve your health and wealth. ‘Did you know that the average woman applies more than 200 chemicals to her skin by using her skin care products in one day? Did you know that 60% of these chemicals are further absorbed into your bloodstream? These are two of the main reasons that organic skincare is one of the fastest growing areas of the beauty industry today. The more we learn about the bitter side effects of unhealthy skincare, the more quickly we will seek out other options’ Kora organics. (2012). Why is organic important? (Continued >>) ARTMAGAZINE DECEMBER 2012 | 39

Aveda ‘Choose Right’ SS2013

Euphorium Salon/spa. (2013). Euphorium Salon/spa .

To go alongside the new and approved make-up, the packaging has

also been improved which has been designed to bring more glamour to organic. The new packaging is equally as sustainable and recyclable as other Aveda products; however after receiving bad reviews about the old make-up packaging, (See Appendix) improvement was needed in order to attract more customers and to make them want to pay the organic prices. See below for some examples of new make-up designs.

40 | DECEMBER 2012 ARTMAGAZINE

Choose Ri

Inner Light Foun

â&#x20AC;&#x2DC;Simply Flawless, Sim

SPF 15

SPF 15 Inner Light Simply Flawless Foundation

Inner Light Simply Flawless Foundation

Light Mineral Foundation Inner Light

Shade Pic

ARTMAGAZINE DECEMBER 2012 | 41

42 | DECEMBER 2012 ARTMAGAZINE

ARTMAGAZINE DECEMBER 2012 | 43

Phia Salon. (2013). Aveda Products.

5.1 Pricing The pricing of the new make-up line varies within the different

products. As Aveda is a high market brand the new make-up range fits in with the current price brackets they have already, this will accumulate current customer’s and will bring in more customers who are used to pay the same prices for other high market brands. ‘Aveda’s presence in salons rather than supermarkets or pharmacists placed the brand in front of more up-market buyers. This professional image lessened the possibility of it being used as simply another ‘hippy’ product’ Marketing magazine. (2012). Champions of design- Aveda. Please see the table on the next page for individual prices. >> 44 | DECEMBER 2012 ARTMAGAZINE

Price £24.00 £28.00 £28.00 £28.00 £21.00 £20.00 £16.50 £16.50 £21.00 £21.00 £18.50 £12.50 £15.50

Nourish Mint soothing renewing lip treatment £12.50 Nourish Mint lip liner (various tones same price £14.00 applies) Aveda Lip Shine (Various tones, same price applies) £13.50 Smokey eyes environmental eye-shadow compact

Small:£13.00 Large:£16.00

Pretty eyes environmental eye-shadow compact Small:£13.00 Large: £16.00

ARTMAGAZINE DECEMBER 2012 | 45

Pricing

Product Inner light, Mineral tinted Moisturizer Inner light Mineral Anti-aging foundation Inner light Mineral foundation (light coverage) Inner light simply flawless foundation (for uneven and blemished skin) Inner light Mineral loose powder Inner light flawless powder (pressed) Inner light creamy concealer Inner light eye perfect concealer Petal Essence Summer glow bronzer Petal Essence Rose glow shimmer Total Blush (comes in various tones all same price) Nourish Mint sheer mineral Lipstick (comes in various tones all same price) Nourish Mint re-hydrating Lip glaze

Product Earthy Eyes environmental eye-shadow compact

Price Small: £13.00 Large: £16.00

Petal Essence Trio eye- shadow (comes in various shades) Petal Essence singular colour eye-shadow (comes in many different shades)

£21.00

Petal Essence eye pencil (comes in many different shades)

£13.50

Feline fine liquid liner Perfect eyes thickening Mascara

£14.00 Small: £13.00 Large: £15.00

Perfect eyes lengthening Mascara

Small:£13.00 Large: £15.00

46 | DECEMBER 2012 ARTMAGAZINE

£11.50

Place of Promotion and selling

5.2 Place of Promotion and selling As

the objective of Aveda’s 2013 ‘Choose Right’ make-up campaign is to raise awareness of organic beauty, the products need to be able to sell and appeal to more customers. This means that the promotion needs to stand on many different platforms that will successfully attract a larger market to Aveda. Successful campaigns Aveda have done in the past include TV ads, online campaigns used on their website, Facebook and Twitter, whilst they also included print ads such as in magazines and with a big focus on window displays and in store promotion within their own institutes . Successful campaigns for Aveda have always been focused around their hair and beauty sectors yet little promotion focuses on their make-up. Please see the following pages for examples of their current successful campaigns. >> ARTMAGAZINE DECEMBER 2012 | 47

Smooth Infusion, Style Prep Smoother SS2011 Campaign Elite, Milan. (2011). Juana for Aveda.

Fuller Thicker Hair Campaign SS2012 Asi Mod. (2012). Who are these Aveda models?. 48 | DECEMBER 2012 ARTMAGAZINE

Fashion Notebook. (2007). Aveda Proves “Beauty is as Beauty Does” in 2008 Campaign.

Can you feel it?- Promotion selling Skin and Body care for SS2011. Suki. (2011). Suki collect fashion news.

ARTMAGAZINE DECEMBER 2012 | 49

Place of Promotion and selling

Aveda 2008, 100% Windpower Campaign

Aveda Earth Month Campaign 2013 Aveda. (2013). Clean Water changes lives.

Aveda Christmas Campaign 2009. Yuval Hen. (2009). Aveda Holiday Campaign. 50 | DECEMBER 2012 ARTMAGAZINE

Place of Promotion and selling

This image shows an example of promotion held in store. Aveda. (2013). Aveda Institute Provo.

Example of one of Avedaâ&#x20AC;&#x2122;s promotional window displays. Pictura. (2012). In-store and retail signage. ARTMAGAZINE DECEMBER 2012 | 51

Now for the new 2013 ‘Choose Right’ make-up campaign, there

has been a big push on promotion for their range to make it more well known within the market and to ultimately persuade customers that organic is better than chemically produced products. To do this Aveda’s new ad campaign includes effective billboards which will be situated within Camden London leading up to their institute, update on their website which will include newly updated images, these will also run alongside their Facebook, Twitter, Instagram and Pinterest pages. These sites will also offer other promotions such status updates, exclusive offers, regular product reviews, make-up tips, etc.

Furthermore as Aveda has its own salons situated around the

country as well as their own institute (London) whilst also selling their products within John Lewis stores, House of Fraser’s and Harvey Nichols, new exciting in-store promotion has been created to advertise the new make-up range. This will include print advertisements, window displays,and a new free beauty magazine which will be handed out to customers and online shoppers who will receive the magazine with their purchase. Please see the next pages for images of where the new promotions will be placed. > >

52 | DECEMBER 2012 ARTMAGAZINE

Billboard 1

: To be placed on the busy Camden High street. (30 Mins away from Aveda Insitute) On this street there are many other high street commercial shops which attract lotâ&#x20AC;&#x2122;s of different types of customers. Shops include: Tony and Guy hairdressers, Marks and Spencerâ&#x20AC;&#x2122;s,, Boots, Costa and American Apparel. ARTMAGAZINE DECEMBER 2012 | 53

Place of Promotion and selling

This Map shows where the billboards will be placed within Camden, London. A: Billboard 1, Camden High Street. B: Billboard 2, New Oxford Street, next to Tottenham Court Tube. C: Billboard 3, Interactive Billboard placed on the famous Aveda Institute building.

Billboard 2: To be placed on New Oxford street, near to Tottenham Court tube, this is a five minute walk away from the Aveda Institute, and has been placed here to grab attention of busy commuters who use the tube and other public transport.

Billboard 3: Interactive Billboard to be placed on the Aveda Institute, this billboard will be a sideshow of the Final campaign and has been designed to attract the attention of passers by, and Aveda customerâ&#x20AC;&#x2122;s. 54 | DECEMBER 2012 ARTMAGAZINE

This image shows a close up of the make-up bar, which here shows the foundations. Here customerâ&#x20AC;&#x2122;s can browse through the different products, sample and select there chosen product. ARTMAGAZINE DECEMBER 2012 | 55

Place of Promotion and selling

This image shows how the interior will look in the Aveda institute and supporting franchises. Here you can see the app which Customerâ&#x20AC;&#x2122;s can use to view the make-up range and process a quick Order. There is also a make-up artist area, and up to date campaign images displayed around the shop/Aveda area.

5.3 Promotion of ‘Choose Right’ campaign As the different types of promotion have been stated in 5.2, the next

following pages show the finalized promotion images of the ‘Choose Right’ campaign and shows each different platform visually and how the campaign has been marketed to attract a wider range of customers.>> 56 | DECEMBER 2012 ARTMAGAZINE

The first image above shows the updated version of the website, which has been made to advertise to existing customer’s, and new customer’s will be directed to this page. Online shopping fits round customers with busy lifestyles, and appeal’s to those customer’s who don’t have an Aveda franchise near by. The image below shows the first screen shot of the updated Facebook page. Social media is bigger than ever for 2013, with so many different sites to advertise from. This type of promotion will most likely appeal to Aveda’s younger market which is the primary and secondary customer. (See 2.1, 2.3)

ARTMAGAZINE DECEMBER 2012 | 57

Promotion of ‘Choose Right’ Campaign

1..

Online Promotion

The image above shows the second screen shot of the newly updated Facebook page. Statuses will be regularly updated to connect with customerâ&#x20AC;&#x2122;s and give them exclusive offers. Below shows the updated twitter page, here again tweets will be added Regularly to connect with customerâ&#x20AC;&#x2122;s, advertise products and offers.

58 | DECEMBER 2012 ARTMAGAZINE

ARTMAGAZINE DECEMBER 2012 | 59

Promotion of ‘Choose Right’ Campaign

Above shows the updated Aveda Pinterest page, which has new campaign images on, and examples of what images customer’s may pin. (Second image from the left) The image below shows the updated Aveda Instagram page and the type of image they will post to advertise their campaign.

Aveda App

This App has been designed as an In-store application where customer’s can browse through the range and process a quick order. The application will be available for private customer use too. This will be updated to the current app. This first screen shot shows the welcome page of the app, you can then browse through the products once you press the ‘touch’ tab.

60 | DECEMBER 2012 ARTMAGAZINE

Promotion of ‘Choose Right’ Campaign This screen shot shows the product view page of the app, here you can select your shade, view the shade close up, process your order and share your order with friends, via Email, Facebook or add to a saved item’s/wish list.

ARTMAGAZINE DECEMBER 2012 | 61

Aveda Magazine

This image shows an example of what the beauty magazine will look like . This is the first issue, and is to be released in March, on the launch of the campaign.

62 | DECEMBER 2012 ARTMAGAZINE

Outdoor Promotion

Billboard 1: To be placed on the busy Camden High Street next to other high street shops. This is to attract attention of many different types of customers.

Billboard 2: To be placed on New Oxford street, near to Tottenham Court tube. This has been placed here to catch the eye of busy commuters. ARTMAGAZINE DECEMBER 2012 | 63

Promotion of ‘Choose Right’ Campaign

Interactive Billboard

Billboard 3: This is the biggest billboard of the three, and is interactive. This billboard will show a slideshow of the new campaign. It has been designed to draw customerâ&#x20AC;&#x2122;s into the shop and attract them to the brand of Aveda.

64 | DECEMBER 2012 ARTMAGAZINE

Aveda Interior

These two image’s show what the interior for the new make-up range will look like in the Aveda Franchises/stores.

ARTMAGAZINE DECEMBER 2012 | 65

Promotion of ‘Choose Right’ Campaign

5.4 Aveda ‘Choose Right’ 2013 Campaign & website layout design, Media plan Marketing Communication New new face-book layout, and Current Brand Evaluation • • • •

Brand Research Market Meaning Competitors Brand Health

• Brand Portfolio

Research

Dec

Analysis • Market Assessment • Environmental Factors • Customer Profiles • Product Research

twitter graphics designed, Aveda’s Corporate Objectives ready to go. Marketing Objectives 22ND FEB- 1ST MARCH New Marketing Objectives Refurbishments in Aveda salons, Brand Objectives John Lewis stores and the Aveda Organizational Objectives institute to be made over this week. Communication Objectives Production of Make-up (de- This includes promotion interior, new fixtures, window displays, sign etc) and make-up interior leaflets, dis19th JAN- AVEDA SS2013 tribution of beauty magazines, Campaign photoshoot to make-up products and poster adgo ahead. vertisements of campaign.

Objectives • • • • • • •

Feb

Jan

Production of beauty magazine this includes design, content, editing and print.

Application

17TH JAN- Finalized Production of make-up finished now to be sampled. Finalized Brand promotions will now be made to go ahead, this includes: Billboards, ad-shells, inPLANNING (1st JAN-15TH JAN store promotion,health magazine, Facebook, Twitter and 2013) •Budget setting (see next section) Instagram. •Strategy (Aveda plans to make Finalised sampling the new make-up range a sucand reviews of cess) make-up finished, •Targeting (Aveda make-up range now final design targets within sales, service, and and production to success) be sent off to be •Place of new product made. •Profiling and tactics ( customCompletion date ers, audience, USP, ESP) 19th Feb •Campaign plan- Photoshoot, chosen media platforms, billboards, product displays etc. 66 | DECEMBER 2012 ARTMAGAZINE

March

1st MARCH Launch date of Avedam a ke - u p , c e l e b r a t i o n party in salons, institute and John Lewis stores (London) includes free make-overs, and exclusive offer of spend £50 and gets three more make-up samples for free ends 3rd March.

Beauty magazine to be sent out to all existing customers and first mail out to be sent. Daily tweets to be sent until the 3 month review (1st may 2013) Facebook statuses, photo sharing and posts on Instagram on Pinterest should be updated every three days. (Until month

April

1st May 3 month review. How are sales doing? How could Aveda improve the system? How have customers found the make-up? Do any new offers need to be made to encourage customers? Do customers feel better for using organic? All will be decided and any improvements will be made to launch holiday period promotions starting 1st June 2013.

May

1st April- New edition of beauty magazine to be sent out to customers. To be continued monthly due to this date.

18TH MARCH Next mail-out to be sent, ‘recommend a friend’ scheme and get 30% off your next order ‘. Mailouts should now be sent fortnightly due to this date until 1st May 2013.

For any new product launch to be successful, strategic planning, research and budgeting is vital. Above shows Aveda’s SS2013 Organic make-up campaign plan throughout the whole process.

ARTMAGAZINE DECEMBER 2012 | 67

Aveda ‘Choose Right’ 2013 Campaign &Media plan

n e s e e d p d

Campaign Plan

Aveda Media Plan Press to be contacted

19th JAN- AVEDA SS2013 Campaign photoshoot.

Dec

Jan

Website Launch

22ND FEB- 1ST MARCH Refurbishments in Aveda salons, John Lewis stores and the Aveda institute to be made over this week. This includes promotion interior, new fixtures, window displays, and make-up interior leaflets, distribution of beauty magazines, make-up products and poster advertisements of campaign.

Feb

March

Production of beauty magazine Outdoor Promotion Launches Production of make-up. Finalized Brand promotions this includes: Billboards, ad-shells, in-store promotion,health magazine, Facebook, Twitter and Instagram. 1st MARCH Launch date of Avedam a ke - u p , c e l e b r a t i o n party in salons, institute and John Lewis stores (London) includes free make-overs, and exclusive offer of spend ÂŁ50 and gets three more make-up samples for free ends 3rd March.

68 | DECEMBER 2012 ARTMAGAZINE

April

May

This campaign and media plan has been set with the make-up line launching on the 1st March and if successful, continuing until the 1st September 2013.

However this campaign model above is a plan until the month of

May 2013 as for the first three months of the make-up range launch is under a probation period. On the 1st may, the products will continue to be sold but will be under review to measure the success and to see if any improvements can be made to the campaign.

If all is successful and if the products are hitting the right targets and

marketing objectives the make-up range will continue to be sold until the 1st September 2013 as originally targeted.

ARTMAGAZINE DECEMBER 2012 | 69

Aveda â&#x20AC;&#x2DC;Choose Rightâ&#x20AC;&#x2122; 2013 Campaign &Media plan

Beauty magazine to be sent out to all existing customers and first mail out to be sent.

5.5 Campaign Budget

Below shows a comprehensive estimated budget plan that Aveda have set to release the 2013 organic make-up range. Service

Cost

Total

Research & Design Development

1,000,000

Make-up Packaging (average 30 £10 per item (on ml) and distribution (on demand average 30 ml to purchase) product) Gross Margin: £14.00 for each product 50 units for each store, (253 throughout the U.K) 50* 253 = 3* Models Photographer

£500 each £1,000

Stylist Advertising Costs Public and press relations Gifts for Employee’s Training for Employee’s 2* Billboards

£1,000 £3,000 £2,500 £2,500 £120,000 £20,000 (per billboard) £100,000 £15,000 (Per Ad shell)

1* Interactive Billboard 3* Ad-shells 70 | DECEMBER 2012 ARTMAGAZINE

£126,500 this price is estimated upon 50 units for each store throughout the U.K. This is an on demand price and will fluctuate upon success and stock replenishment. £1,500 £1,000 £1,000 £3,000 £2,500 £2,500 £120,000 £40,000 £100,000 £45,000

Service 50,6000 * Leaflets needed (253 Stores, 200 leaflets needed per store)

5000,00 Beauty Magazines 00.5p per needed to fill 250 stores across Magazine the U.K and for Online shoppers. This figure is for the start of the campaign, could change due to success of the product, and will be and on-going cost throughout the three month period.

£250,000

Social networking site cost for 6 Month Period (Facebook, Twitter, Instagram, Pinterest) Website Design and Upkeep. Updated App 253 *In-store Interior 16 Stores, Ipads needed (Average 3 per store) Ipads will only be available to big franchises which include: John Lewis, House of Fraser, Debenhams, Harvey Nichols, and the Aveda Institute ( See appendix for store locations) TOTAL

£7,000

£30,000 £30,000 £1,000,000 £350 per Ipad

£30,000 £30,000 £1,000,000 £16,800

£2,651, 818

TOTAL BUDGET FOR CAMPAIGN: £3,000,000 ARTMAGAZINE DECEMBER 2012 | 71

Aveda ‘Choose Right’ 2013 Budget Plan

Cost Total 00.3p each £1518 (Per leaflet print, reduced cost from buying in bulk)

5.6 The People of Aveda

‘Motivation is about giving your staff the right mixture of guidance, direction, and resources and rewards so that they’re inspired and keen to work in the way that you want them to.’ Bank of Scotland. (2013). What is motivation?

For Aveda’s SS2013 ‘Choose Right’ campaign it is important that the

people of Aveda, meaning the staff are trained about the new makeup to an excellent standard so that they can be able to sell the product to customer’s, offer advice, help and be able to persuade customers that organic is a better choice for health and beauty. For this to be able to go ahead a two week training programme has been set up for Aveda beauty advisors (see campaign plan 5.4) so that they can learn about the products, perform make-up artistry and learn new selling techniques. This will be taught in their own institute in Camden London, whilst other Aveda salon managers and Aveda franchise managers will be invited to the programme and be given information packs on how to train their own staff.

After this has been completed and the ‘Choose Right’ campaign is

launched, staff will receive daily briefing before their shifts start, on trading priorities, targets for the day, and weekly incentives on key priorities, for example talking about the website, offering add on’s, and talking confidently about make-up trends, make-up tricks and the benefits of organic beauty products. If staff are confidently taught and inspired they are more likely to perform well for Aveda, as Aveda states ‘We believe in treating ourselves, each other and the planet with care and respect’ Aveda . (2013). Beliefs. To help support this an incentive will be given to staff to encourage them to sell the products to the best of their ability. This includes giving top sales employees monthly rewards such as free make-up, gift vouchers or top ups of their favourite Aveda products.

72 | DECEMBER 2012 ARTMAGAZINE

Below shows the most important factors when it comes to encouraging the staff of Aveda. Bank of Scotland. (2013). Encouraging managers and staff to work together.

• Talk to people about major changes and decisions before they happen or as part of the decision-making process. • Communicate key decisions clearly and promptly. • Provide a comfortable and safe working environment and the right equipment for people to do their job. • Give employees training to enable them to do their job well and develop further in the Future. • Encourage people to work together as a team. • Encourage people to ask for help or training when they need it. • Take an interest in the lives of your employees as individuals.

ARTMAGAZINE DECEMBER 2012 | 73

The People of Aveda

• Keep everyone informed about the business and how it’s doing.

5.7 Persuasion to the public For any product to sell, persuasion to the public

is needed so that consumers want to buy the product. With help of clever advertising, promotion, clear USP’s and ESP’s this makes persuasion to the public easier and possible.

Aveda

is a globally recognised brand, with a worldwide customer base. The brand I d is already strong and trusted meaning that these customers are loyal to brand. They will be open to try new Aveda products, support new campaigns and follow Aveda’s own recommendations when it comes to beauty. These customers are most likely to fit in the primary customer sector, who are people that are already believers in fair trade, organic and want to do their part in helping look after the world. These type of customers actively seek for products that are green and sustainable: ‘Love a company with a conscience’- Christine Deterding Anderston 43 years. ‘ I hope the candle doesn’t contain palm oil associated with the destruction of rainforest in Borneo or Soybean oil which is often associated with the destruction of the rainforest in Brazil’ states Cheryl Livera 38 years about Aveda’s earth month 2013 candles, Aveda Uk. (2013). Aveda earth month 2013: Water saves lives. 74 | DECEMBER 2012 ARTMAGAZINE

However, for new customer’s to be persuaded to start using As

stated previously organic beauty is a continually growing market, ‘Consumers are increasingly purchasing natural and organic beauty care products as concerns over health and wellness increase’ John Pavlenkov. (2010). Consumer trends in natural beauty care. Due to this rise, many brands are now converting to selling organic/natural options, organic brands have become more available and accessible than ever before, leading to more organic franchises being open on the high street. ‘More mass market brands are recognizing the vitality and viability of the natural segment with its inherent market cachet and consumers’ increasing readiness to pay a premium for genuinely natural products. The benefits are manifold; by increasing the channels of distribution and allowing consumers easier access to natural products, both ultimately contribute to the segment’s growth’ GCI. (2012). Natural and Organic Beauty Maintains Strong Demand, Expected to Grow 10% Through 2016.

The

organic trend that has converted into a growing lifestyle choice is the ultimate persuasion to convert the public into new users of organic beauty products. The public already know that organic is better for health, and Aveda’s persuasion is pushing that factor into their new make-up range, by making consumers more aware of what they putting on their skin, and the benefits of organic ingredients. ARTMAGAZINE DECEMBER 2012 | 75

Persausion to the public

Aveda, it is vital that new trends are pushed to the forefront to be able to persuade them that their range is the ‘next big thing’.

Rituals Colour Salon. (2013). Aveda's Mission

This has been advertised throughout their campaign, with

segmentations in their new health/beauty magazine, clever billboards and ad shells, with awareness aim to be virally spread online. ’Aveda tries to ensure that our products will not only benefit our customers through exceptional performance, but will positively impact the people and economies from which the products ingredients are sourced. Aveda firmly believes that we will succeed in this effort by striving to use what we call Green Ingredients in our products whenever possible’. Aveda Uk. (2013). Green ingredients. To go alongside this persuasion, a clear USP and ESP have been built within the new ‘Choose Right’ campaign please see below:

USP: With organic make-up customers will receive the same results as fashion led brands but with one exception: It’s all good for you!

ESP: With Aveda customers are buying into a brand that are not only better for their beauty but better for the world. Aveda are a company with an ethical conscience- ‘we set an example of environmental leadership and responsibility, not just in the world of beauty but around the world’ Aveda Uk. (2013). Mission of Aveda. 76 | DECEMBER 2012 ARTMAGAZINE

6.0 Vectors of Aveda ‘Choose Right’ Campaign Product: The new improved organic make-up range, this an extension to Aveda's large array of product lines

Behavior: Consumer behavior changing, more people converting to natural products, and the core message of the campaign 'to raise awareness of the benefits of organic.

CORE Aveda 'Choose Right' organic Make-up Range.

Environment: Products to be sold in Aveda salons & Institutes,franchise’s, and Online. The environment Aveda's make-up range will be sold in, has not changed.

Communication: Advertising includes, billboards, Adshells, new product layout, window displays, and beauty magazine.

ARTMAGAZINE DECEMBER 2012 | 77

7.0 Conclusion

The objective of this report was to raise awareness of organic beauty products from launching the Aveda ‘Choose Right’ Spring/Summer make-up collection, within an existing mass market. The content of the report provides in depth detail regarding how this campaign can be a success. For example, the primary research showed that women are willing to buy organic makeup however want the same quality and glamour as mass produced brands in order to pay the premium prices. Additionally 9/10 women do not read the back of cosmetics and have no idea what ingredients they are putting on their skin, neither did they know any of the effects. The secondary research identified three different classes via the Acorn consumer classification these were Type 17: Young Educated Workers, Type 2: Wealthy Working families and Type 16: Young Prosperous Professionals. Interestingly my customer profiles matched the above statistics, for example Tracy Orton fits the Type 2: Wealthy Working Families as she has her own counseling business, has two children and lives in a detached house in the suburbs. To raise awareness, the report indicates the strategy through setting Smart objectives and IT5’s. For Aveda to compete in the competitive mass market, deep consideration and thought has gone into the promotional advertising of the campaign. For example, numerous mediums have been implemented such as billboards, social media, instore promotion, updated website and an interactive app. If I was to complete this report again I would seek professional advice regarding the business plans and budgeting strategy in order to provide a more accurate indication of whether the campaign will be an achievable new venture. 78 | DECEMBER 2012 ARTMAGAZINE

Overall the organic industry has become a lifestyle choice

Treat Yourself. Treat Your skin.

Choose Right

ARTMAGAZINE DECEMBER 2012 | 79

Conclusion

rather just short lived trend. The purpose of the new make-up range was to prove to women that you can achieve the same results as chemically induced brands,by using Aveda’s makeup products that are good for you and have better long term benefits. The design, packaging and choice of the make-up has been specifically designed to appeal to a wider range of customer’s whilst keeping the simple and natural approach to Aveda’s core brand values. Within this report the campaign has identified Aveda’s previous issues and concentrated on turning those negative aspects

7.1 SWOT Analysis Strengths

• Organic is a growing lifestyle trend and more beauty franchises investing in organic beauty more than ever before. • Has both USP and ESP factors • New Exciting range which will appeal to a larger market. • If successful will help Aveda further grow.

Weaknesses

• Customer’s could already be stuck in their routine and like their current make-up. Meaning it could be hard to convert customers to organic. • The beauty industry is huge already, it could prove to be too competitive. • Aveda is currently a specific market, could be tough for Aveda to appeal to the mass market.

80 | DECEMBER 2012 ARTMAGAZINE

• The new make-up range will give Aveda to further grow as a brand, make more sales, and raise awareness of organic, sustainability and ethical responsibilities. • Aveda has the opportunity to appeal to a larger audience through the makeup collection. • Will give the brand further publicity, press and make the brand more well known within the public for its core ethical values.

Threats

• Current threats Aveda face are that the make-up industry is worth over £15 billion, this causes tough competition for the new range. • Consumers may not be as interested in organic beauty if they are happy with their current makeup. • There’s no guarantee of how successful the range will be . ARTMAGAZINE DECEMBER 2012 | 81

SWOT Analysis

Opportunities

Literature Review 82 | DECEMBER 2012 ARTMAGAZINE

Literature review The U.K Beauty Industry The U.k’s beauty industry is currently a fast paced, continu-

ARTMAGAZINE DECEMBER 2012 | 83

Literature Review

ally growing market worth over £15bn and employing over one million of the U.k’s population. Cosmetics Business. (2012). UK beauty industry worth over £15bn. Trends come and go, with new products released monthly, advertising youth for older women and new glamour for younger women. With so many brands to choose from, there is a high definition of low, middle and high market brands. This has made it accessible for all women whatever their budget to purchase items which all promise to deliver the same results: ‘to make you look and feel good’. “As affordable quick fix beauty treatments have become more established in the UK, we’ve seen greater spontaneity from consumers, a shift in channels to market and an opening up of the mass market.” Hillary Monk. (2013). Beauty Retailing 2013. Fashion and beauty are fixated together. All current beauty trends work off fashion trends which are made to complement each-other. Women’s magazines have big sections dedicated just to beauty, with all beauty advertisers prepared to pay thousands for glossy ad’s dedicated to their new product for example: L’Oréal Paris spent £7,171,37 on the ad campaign back in 2007, making it to the top ten table for ad spenders by mintel. Mintel. (2007). Top ten advertisers. In addition to this celebrity endorsements have become a huge trend in how beauty and cosmetic companies advertise, as they are seen as role models to the U.k public, ideally showing the results of what customers strive to look like. Examples are Emma Watson for Lancome, Cheryl Cole for Loreal, Natalie Portman for Dior and Kiera Knightley for Chanel. (Continued >>)

Fashion I sing. (2011). Keira Knightley: Chanel Coco Mademoiselle S'11.

‘Coco Chanel, was known for being a strong, independent woman and the character (Kiera Knightley) in the ad was intended to reflect her spirit.’ Chanel. (2013). Keira's TV ad is now strictly for grownups: Chanel commercial starring actress banned for being 'too sexually suggestive'

Nonetheless, make-up is solely designed around making women

look good. The industry is focused around advertising glamour and sexiness but fails to educate women on what’s used in products and weather its good for you. Not only this but make-up brands also fail to tell customers that there products are tested are animals and when customers do want to read the back of the products, its written in unclear, small print writing which can be seen as confusing. ‘There is a very clear need for clear ingredients written in both a font and a language that makes them more user friendly’ Mintel. (2013). Natural and organic beauty. (Continued >>) 84 | DECEMBER 2012 ARTMAGAZINE

Francesca Rankin. (2013). Cheryl Cole for l’Oreal Paris’ Glam Shine Stain

offer it’s easy for customers to get misled or to not have not thought about the negative impact cosmetics can have on the environment. Through advertising make-up is perceived as desirable products, yet it is never stated what’s in the product’s and where they come from. With today’s technology, it is possible to have it all, natural, fairness and sustainability as well as being high market, fashionable and desirable. So why aren’t more brands investing in natural instead of fashion lead? Is natural the next big fashion trend? Or will fashion always be fashion? Comprehensive research has shown that when five women were asked which look they prefer out of three different makeup looks, four out five said they preferred the natural look: ‘Natural over ‘done up’ works every time for me, I don’t like people that look like they’ve spent hours in the mirror. The simpler the routine the better’-Sarah Kellet 22 years. (Focus group, see appendix) However Sandra Stevenson 30 years argues: ’Make-up is meant to be experimental and fun, especially when you’re going somewhere special. Everybody’s tastes are different but I like looks that stand out and have edge to it’

ARTMAGAZINE DECEMBER 2012 | 85

Literature Review

Vanity is big part of women’s everyday lifestyle and with so much on

With so many opinions from all different types of customer’s, there is no such thing as the right opinion, but if trends lead the way we shop, and trends are proving to become greener, what does this mean for the beauty industry in the future? ‘As people become increasingly aware of the chemicals and unsafe additives used in skincare products, companies become more and more prevalent.’ Meghan Young. (2013). Nahla Beauty Offers Healthier Products for Everyday Beauty Routines.

The Organic Beauty Market ‘Your skin is the largest organ of your body and what you put on it can be absorbed in tiny amounts. So it’s no surprise that a growing number of beauty products are now being produced with organic ingredients’ Dr Mariano Spiezia . (2013). Organic beauty. The UK organic beauty market is a rapidly growing industry, currently worth over £36 million. It has an annual turnover that has doubled from £7.1 million to £16.8 million over the past five years, and is continuing to grow in 2013. Soil Association. (2010). Organic Market report 2010. : ‘Natural health and organic beauty products market in the UK had witnessed a massive growth-£27 million-in 2008 that has increased almost by 69% over the year’ Simply Organic. (2010). Organic Beauty Products Witnessed Exponential Growth in Popularity. This has proved a huge lifestyle change within the market and within consumer behavior. People are now changing the way they shop by investing in beauty products that are proven good for you and if they are naturally produced, ‘Natural and Organic beauty products are here to stay and with various major manufacturers getting in the game with budgets to sway public opinion through mass marketing campaigns the fever is only going to grow. Green is not a trend and becoming a lifestyle option for many. It’s important that consumers understand what they are buying inside the fancy bottle and get what they pay for.’ Simply Organic. (2013). Get what you pay for. 86 | DECEMBER 2012 ARTMAGAZINE

still thousands of customers that have not yet converted to organic. It is indeed a lifestyle change. To use organic beauty products it is most likely that the customer believes in a healthy organic lifestyle in everything they consume, this includes an organic diet, organic skincare, organic/vegan hair-care, organic/vegan body care, recycling and doing healthy exercise which means being outside in nature. This statistic has come from thorough market research into the customer profiling of organic. For example, Fiona Bull 30 years, customer of Aveda states ‘I enjoy eating organic food, and use only animal and eco-friendly brands that don’t have a negative impact on the environment. I am a person who is truly passionate about health and well-being, I like to live a healthy lifestyle so much so that I make a conscious effort to eat healthily, do exercise like running which allows me to be outside with nature and I like to actively do my part for the environment, I believe everyone can make a difference by making such small changes whether that’s recycling or investing in sustainable products, it all plays a part’

ARTMAGAZINE DECEMBER 2012 | 87

Literature Review

Yet with ‘green’ finally starting to be seen as fashionable, there are

As sales have grown within the organic beauty market, more com-

panies have ventured into using natural and organic ingredients. However this has arose problems within the market sector as many brands have claimed to be organic and natural when infact only a small percentage of natural ingredients are used in the products: ‘Unfortunately, unlike organic food, there are no legal standards for organic beauty products. So as a result, some companies choose to label a product as 'organic' even if it only contains 1% organic ingredients or if it contains potentially hazardous substances.’ Soil Association. (2013). Organic beauty. Due to this the charity British Soil Association alongside four other European certification bodies, have developed the ‘cosmetic standard’ to correspond organic standards globally. This means that products that claim to be organic must hit the strict cosmetic standard criteria which are: 95% of a product’s agro-ingredients and 20% of the entire product must be organic. The rest of the ingredients used in product also have to match a criteria, this is to ensure that they do not cause any problems to the health or the environment. Alongside this all products must meet the environmental standards which includes sustainable packaging and manufacturing, whilst also proving they use ‘green chemistry’ whilst manufacturing. Soil Association. (2011). Organic beauty. Certified organic products have the soil association logo displayed on the label of the product. Other certified products use the vegan and bunny symbol, please see images on the next page. >>

88 | DECEMBER 2012 ARTMAGAZINE

This label shows an example of the Soil Association logo. Soil Association. (2011). Guide to organic beauty product labelling.

Animal Suffering. (2013). Vegan Logo from The Vegan Society.

This image shows the animal cruelty free logo. Metro. (2012). Chinaâ&#x20AC;&#x2122;s laws could potentially see more animal-tested cosmetic products going on sale in Britain yet a number of cosmetics firms want to expand there.. ARTMAGAZINE DECEMBER 2012 | 89

Literature Review

This image shows the Vegan logo from The Vegan Society.

Law Creative. (2013). Burt's Bee's Portfolio.

Most certified organic beauty products lie between the middle to high market sector. The higher the percentage of organic ingredients, the more expensive the product becomes. Current successful competitors within the market include: • Clorx (Burts Bee’s) • Estee Lauder (Aveda,Darphin, MAC, origins) • L’Oreal(Kiehl’s, The Body shop,Biotherm, Lancome) • Procter & Gamble (Herbal essences), Patene (Nature fusion) • Yves Rocher • Oriflame • Dr Hauschka • Essential Care • John Masters Organics • Korres Natural products • L’Occitane • Lush • Neal’s Yard • Nude Skincare • REN • The organic pharmacy Mintel. (2010). Natural and organic beauty. 90 | DECEMBER 2012 ARTMAGAZINE

About Aveda

Aveda began in 1978, when active environmentalist and founder Horst Rechelbacher took a life changing trip to India. This was where a new relationship was born with two of the worlds most renowned Ayurvdedic physicians and scholars Drs. Vinod and Kusum Upadhyday. Aveda Uk. (2012). Heritage. ‘Ayurveda is an ancient holistic system of medicine from India which uses a constitutional model. It is the Science of life and is a system which is used as a guide to help maintain balance and good health by inheriting the principles of nature.’ Ayur. (2012). Ayurvedic Foundations. The doctors; globally known for their expertise is Ayurvedic medicine, pharmacology and botanical research were able to bring 1000’s of years of vedic and Ayurvedic traditions to Aveda’s work. Aveda Uk. (2012). Heritage. Horst stated that he was desperate to find natural and sustainable products which were made to nurture the body and spirit. He defined that the beginning of Aveda started with his own needs; ‘This was my creative solution to a personal crisis. The standard chemicals in the conventional products I had used in my hair salons literally had made me sick. I also realized that if these chemicals made me sick, they couldn’t be good for my customers’ Horst M. Rechelbacher. (2012). Minding Your Business: Profits That Restore the Planet. ARTMAGAZINE DECEMBER 2012 | 91

Literature Review

Aveda. (2013). Aveda Hair care: The roots of Aveda.

King of Prussia Mall. (2013). Invati System Consultation and Samples.

The crisis Hurst recognized equaled opportunity for Aveda to begin, and to become a company with a difference, to show environmental leadership and to contribute in looking after the world by selling sustainable and fair products worldwide.

Now in 2013, Aveda is a high market, globally renowned brand who

are now part of the Estee Lauder group. The brand has built up a strong identity of pure, clean and organic. The company were the first cosmetics brand to manufacture products by wind energy, and are strongly renowned for their green packaging designs that use minimal materials created with recycled content. The brand has remained committed to environmental leadership by closely working with small emerging farmers in small indigenous communities and is continuously looking for new ways to grow their products responsibly. Aveda. (27/08/2009). About Aveda

Aveda products include: women’s hair care, styling, body care,

make-up and perfume, as well as men’s hair and skincare. Aveda also have a separate institute in Camden London which offers salon and spa treatments. In addition salon’s and spa’s around the U.K can sell Aveda products and treatments, whilst also being sold in the retail department store of John Lewis. House of Fraser, Debenhams and Harvey Nichlos. 92 | DECEMBER 2012 ARTMAGAZINE

Aveda 2013 ‘Choose right’ Makeup Campaign Research has therefore shown that the organic beauty industry is

continual growing market, with more and more brands investing in ‘natural’ ingredients. The future for Aveda now lies within its makeup sector. After having released organic products specialized in haircare, skincare and body-care it is now time to improve their already created make-up line, but to make it more accessible to customers. This includes adding more variety to the line by adding more on trend looks, as well as updating the packaging and overall look of line to make it more appealing to customers. Aveda need to broaden their market in order to compete with the expanding industry, and need convince customer’s to ‘choose right’ by choosing organic, with full explanation of what can be contained in mainstream products and why with organic there are overall better results for health. The campaign will be made to persuade customer’s, show the variation organic products and to ultimately to improve the future success of Aveda. ARTMAGAZINE DECEMBER 2012 | 93

Literature Review

Fowlan's Spa. (2013). The Beautiful Earth Month 2013 Aveda’s.

Bibliography References About Face Studio. (2013). Products. Available: http://www.aboutfacestudiosalon.com/products.html. Last accessed 17/04/2013. Acorn CACI. (2009). Type 22: Low income singles, small rented flats Available: http://www.caci.co.uk/acorn2009/CACI.htm. Last accessed 13/03/2013. Acorn CACI. (2009). Type 17: Young educated workers, flats. Available: http://www.caci.co.uk/acorn2009/CACI.htm. Last accessed 13/03/2013. Animal Suffering. (2013). Vegan Logo from The Vegan Society. Available: http://www.animalsuffering.com/resources/images/Vegan-Logo-from-The-Vegan-Society/. Last accessed 22/04/13. Asi Mod. (2012). Who are these Aveda models?Available: http:// asianmodelsblog.blogspot.co.uk/2012/01/ad-campaign-who-arethese-aveda-models.html. Last accessed 20/04/13. Aveda. (2013). Aveda earth month 2013: Water saves lives. Available: https://www.facebook.com/Aveda?fref=ts. Last accessed 05/04/13. Aveda. (2013). Aveda Hair care: The roots of Aveda. Available: http:// www.aveda.co.uk/supercat/index.tmpl?CATEGORY_ID=CAT5290. Last accessed 23/04/13. Aveda. (2013). Aveda Institute Provo. Available: http://avedaschoolprovo.com/. Last accessed 20/04/13. Aveda. (2013). Beliefs. Available: http://www.aveda.co.uk/discover/ index.tmpl#section=mission. Last accessed 04/04/2013. 94 | DECEMBER 2012 ARTMAGAZINE

Aveda. (2013). Clean Water changes lives. Available: http://www.aveda.co.uk/. Last accessed 20/04/13. Aveda. (2013). Discover Aveda. Available: http://www.aveda.co.uk/ discover/index.tmpl#section=mission. Last accessed 30/03/13 Aveda. (2013). Green ingredients. Available: http://www.aveda.co.uk/ discover/index.tmpl#section=ingredients. Last accessed 05/04/13. Aveda Uk. (2013). Make-up. Available: http://www.aveda.co.uk/ supercat/index.tmpl?CATEGORY_ID=CAT5331. Last accessed 17/04/2013. Aveda. (2013). Mission of Aveda. Available: http://www.aveda.co.uk/ discover/index.tmpl#section=mission. Last accessed 19/02/2013. Aveda. (2013). Mission of Aveda. Available: http://www.aveda.co.uk/ discover/index.tmpl#section=mission. Last accessed 05/04/13. Bank of Scotland. (2013). Encouraging managers and staff to work together. Available: http://www.bankofscotlandbusiness.co.uk/pdf/ motivating-staff.pdf. Last accessed 04/04/2013. Bank of Scotland. (2013). what is motivation? Available: http://www. bankofscotlandbusiness.co.uk/pdf/motivating-staff.pdf. Last accessed 04/04/2013. Chanel. (2013). Kiera’s TV ad is now strictly for grownups: Chanel commercial starring actress banned for being ‘too sexually suggestive’ Read more: http://www.dailymail.co.uk/news/article-2277764/ Keira-Knightleys-C. Available: http://www.dailymail.co.uk/news/ article-2277764/Keira-Knightleys-Chanel-advert-banned-sexually-suggestive.html. Last accessed 08/03/2013. Chopsy Baby. (2013). Boot’s Botanic Organics. Available: http:// chopsybaby.com/magazine/?p=1132. Last accessed 17/04/2013. ARTMAGAZINE DECEMBER 2012 | 95

Cosmetics Business. (2012). UK beauty industry worth over £15bn. Available: http://www.cosmeticsbusiness.com/news/article_page/ UK_beauty_industry_worth_over_15bn/76258. Last accessed 08/03/2013. Dr Mariano Spiezia . (2013). Organic beauty. Available: http://www. soilassociation.org/whatisorganic/organicbeauty. Last accessed 10/03/2013. Elite, Milan. (2011). Juana for Aveda. Available: http://elitemilanoblog. com/2011/05/16/juana-for-aveda/. Last accessed 20/04/13. Euphorium Salon/spa. (2013). Euphorium Salon/spa. Available: http://euphoriumolympia.com/products/aveda/. Last accessed 17/04/2013. Fashion I sing. (2011). Keira Knightley: Chanel Coco Mademoiselle S'11.Available: http://www.fashionising.com/pictures/p--Keira-Knightley-Chanel-Coco-Mademoiselle-S11-9905-155453.html. Last accessed 22/04/13. Fashion Notebook. (2007). Aveda Proves "Beauty is as Beauty Does" in 2008 Campaign. Available: http://brandmediaweek.typepad.com/ fashionnotebook/2007/11/aveda-out-to-pr.html. Last accessed 20/04/13 Francesca Rankin. (2013). Cheryl Cole for l’Oreal Paris’ Glam Shine Stain Splash Campaign. Available: http://papuatattoo.com/beauty/ cheryl-cole-for-loreal-paris-glam-shine-stain-splash-campaign/. Last accessed 22/04/13. GCI. (2012). Natural and Organic Beauty Maintains Strong Demand, Expected to Grow 10% Through 2016. Available: http://www.gcimagazine.com/marketstrends/segments/natural/142476395.html. Last accessed 05/04/13. 96 | DECEMBER 2012 ARTMAGAZINE

Hillary Monk. (2013). Beauty Retailing 2013. Available: http://academic.mintel.com/display/637874/?highlight=true#. Last accessed 08/03/2013. Jodi H. (2011). The Beauty Benefits of Organic Cosmetics. Available: http://www.dailyglow.com/the-beauty-benefits-of-organic-cosmetics.html. Last accessed 01/04/13. John Pavlenkov. (2010). Consumer trends in natural beauty care. Available: http://resources.expoeast.com/postshow/files/pdfs/ConsumerTrends-JohnPavlenkov.pdf. Last accessed 05/04/13. King of Prussia Mall. (2013). Invati System Consultation and Samples. Available: http://m.simon.com/dealdetails.aspx?id=845&oid=137112. Last accessed 23/04/13. Kora organics. (2012). Why is organic important? Available: http:// www.koraorganics.com/kora-story/about-organics/organic-important. Last accessed 01/04/13. Law Creative. (2013). Burt's Bee's Portfolio. Available: http://www. lawcreative.co.uk/portfolio/burts-bees/the-natural-product-for-independent-pharmacies. Last accessed 23/04/13. Learn Marketing. (2013). SMART Objectives. Available: http://www. learnmarketing.net/smart.htm. Last accessed 30/03/13. Marketing magazine. (2012). Champions of design-Aveda. Available: http://www.avedainstitute.co.uk/media/pdf/Marketing_Magazine_ Oct2012.JPG. Last accessed 02/04/13. Meghan Young. (2013). Nahla Beauty Offers Healthier Products for Everyday Beauty Routines. Available: http://www.trendhunter.com/ trends/nahla-beauty. Last accessed 10/03/2013. ARTMAGAZINE DECEMBER 2012 | 97

Metro. (2012). Chinaâ&#x20AC;&#x2122;s laws could potentially see more animal-tested cosmetic products going on sale in Britain yet a number of cosmetics firms want to expand there.. Available: http://metro.co.uk/2012/08/02/ cosmetics-giants-look-to-china-sales-despite-animal-testing-controversy-519130/. Last accessed 22/04/12. Mintel. (2010). Attitudes towards Natural and Organic beauty. Available: http://academic.mintel.com/sinatra/oxygen/print/id=508310. Last accessed 11/03/13. Mintel. (2013). Natural and organic beauty. Available: http://academic. mintel.com/sinatra/oxygen/print. Last accessed 08/03/2013. Mintel. (2010). Natural and organic beauty. Available: http://academic. mintel.com/sinatra/oxygen/print. Last accessed 10/03/2013. Mintel. (2013). Natural and organic beauty. Available: http://academic. mintel.com/sinatra/oxygen. Last accessed 19/02/2013 Mintel. (2007). Top ten advertisers. Available: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/ id=110899/display/id=298966. Last accessed 08/03/2013. Packaging News. (2013). Unilever halves the size of female deodorant cans. Available: http://www.packagingnews.co.uk/news/unilever-deodorant-cans/. Last accessed 17/04/2013. Phia Salon. (2013). Aveda Products. Available: http://phiasalon.com/ information/aveda products/. Last accessed 17/04/2013. Pictura. (2012). Instore and retail signage. Available: www.picturagraphics.com. Last accessed 20/0413. Rituals Colour Salon. (2013). Aveda's Mission. Available: http://ritualscoloursalon.com/home/about-rituals/avedas-mission/. Last accessed 22/04/13 98 | DECEMBER 2012 ARTMAGAZINE

Simply Organic. (2013). Organic Beauty Products Witnessed Exponential Growth in Popularity. Available: https://www.simplyorganicbeauty.com/about/organic-beauty-products-articles/organic-beauty-products-exponential-growth. Last accessed 10/03/2013 Soil Association. (2011). Guide to organic beauty product labelling. Available:http://www.soilassociation.org/whatisorganic/organicbeauty/beautylabelling. Last accessed 10/03/2013. Soil Association. (2010). Organic Market report 2010. Available: http://www.soilassociation.org/LinkClick.aspx?fileticket=bTXno01MTtM=&tabid=116. Last accessed 10/03/2013. Soil Association. (2013). Why should I use organic beauty products? Available: http://www.soilassociation.org/frequentlyaskedquestions/ yourquestion/articleid/2310/why-should-i-use-organic-beautyproducts. Last accessed 01/04/13. Suki. (2011). Suki collect fashion news. Available: http://suyiting.blogspot.co.uk/. Last accessed 20/04/13 Swatch and learn. (2013). Organix Renewing Moroccan Argan Oil Shampoo & Conditioner Review & Pictures. Available: http://www. swatchandlearn.com/organix-renewing-moroccan-argan-oil-shampoo-conditioner-review-pictures/. Last accessed 17/04/2013. Viva Woman. (2009). Nutriganics from The Body Shop & a giveaway. Available: http://www.vivawoman.net/2009/09/24/nutriganicsfrom-the-body-shop-a-giveaway/. Last accessed 17/04/2013.

ARTMAGAZINE DECEMBER 2012 | 99

100

Appendix Aveda Questionnaire Questionnaire carried out to ten women, mixed ages: Name: Age: Occupation: 1.

What skincare brands do you use and why?

What do you look for when buying beauty products?

How much do you like to spend on beauty products?

Do you have a specific Skincare regime?

5. Do you ever read the back of your beauty products to know what your putting on your skin?

6. Would it out you off to know the ingredients could irritate and damage your skin?

7. Would you ever switch to using a clean/organic brand for make-up and beauty?

8. Do promotions/offers persuade you to change which beauty products or make-up you use? 9.

Whats your opinion on animal testing?

10. Do you ever buy any other organic products to include food? 100 | DECEMBER 2012 ARTMAGAZINE

101

Focus Group A focus group was carried out with five women to discuss different make-up brands and memorable ad campaigns. Here are some of the questions asked: 1. What current make-up brand’s do you use and why? 2. What first attracts you to these brand/brands? 3. What would an organic beauty brand have to do to make you to convert to using organic make-up? 4. How much would you be willing ot pay for daily make-up products? 4. Our Skin is one of the biggest organs of our body meaning it is important to look after it, what is your current skincare routine and why? 5. What is one of your most memorable beauty tip’s? 6. What make-up do you use on a daily basis? 7. Is It important to you to be ‘green’ and environmentally friendly? If yes please state how your do you bit for the environment.

IInterviews Three interview’s were carried out to customers/potential customer’s of Aveda to help with customer profiling. Here are some questions that were asked: 1. What attracts you to the brand of Aveda? 2: Why do you buy organic/natural beauty products? 3. What is your current make-up routine? 4: Do you have any favourite Aveda products? (Continued >>) ARTMAGAZINE DECEMBER 2012 | 101

102

5.How would you describe your lifestyle? 6. What do you like to do in your free time? 7. Name some brands that you use everyday:

Reviews: Sample products were given out to five women to test the products of Aveda. These were a mixture of products from different area’s, please see below for some of the responses: Dry Hair Remedy Hair Mask: “ My hair was so shiny after use and got many compliments the next day! I definatley would look into buying this again, however it is slightly pricey!” -Gina Farnworth 43 years. Damaged Hair Remedy Hair Mask: “ This made my hair feel a lot softer and manageable after use. I can see why it is an expensive product and sold in salons, however there’s not an Aveda store/franchise near me to buy again and I don’t really do much online shopping” Jacqui Brown 42 years. Aveda Lip Glaze, Coral: “ I loved the colour of the lipgloss and it lasts a long time, it also has a slightly tingly feel and minty taste!” Cath Nuttall 23 years Aveda Bronzer: “ I think this product look’s very overpriced for what it is and hate the packaging. Its just plastic! If your paying the same price as Bobbi Brown or other expensive make-up, I would expect a compact and a mirror” - Avnya Patel 24 years Aveda Enbrightment cleanser and moisteriser: “ I liked the way the moisteriser felt on my skin but it had a strange smell about it and I found it too runny” Lucy Orton 30 years. 102 | DECEMBER 2012 ARTMAGAZINE

103

Aveda Locations Across the U.K there are 253 Aveda salonâ&#x20AC;&#x2122;s/stores. This includes there own Institute situated in Camden London. Franchises that sell Aveda Products include: 4 x House of Fraserâ&#x20AC;&#x2122;s across the U.K 4 x Debenhams across the U.K 2 x Harvey Nichlos across the U.K 3 x John Lewis across the U.K For more information on Aveda store locations please go to http://www.aveda.co.uk/locator/index.tmpl

ARTMAGAZINE DECEMBER 2012 | 103

104

104 | DECEMBER 2012 ARTMAGAZINE