YourGoodSkin Innovative Product Development NTU FMB by rosetovell

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Alma Sumskaite - N0728908 Elissa Dian - N0731055 Eve Holder - N0686258 Nicole Ng - N0731670 Rose Tovell - N0726294

FMBR20002 Fashion Business Solutions Product Innovation Group Report

Word count - 3,839 01

Contents 03

Introduction

Methodology

05 Part 1: Situational Analysis & Market Overview 07 Brand Overview 0 8 Brand Identity Prism 0 9 Brand Health

14 15 16 17 19 21 25 2 7 31 35 37

Boston Matrix Marketing Mix Consumer Behaviour

39 Part 2: Innovation Strategy & Ideas 42 Identifying Opportunities 43 Competitive Landscape Map 45 Prioritising Ideas 47 Refined Concepts 50 Key Findings 51 Insight Map 53 Action to be Taken Model 56 Gap in the Market

SWOT Analysis

57 Part 3: New Product Devlopment 59 Final Product Concept 61 Benefit Ladder 62 Overcoming Risks 63 Pricing

Macro Trends

Conclusion

Beauty Trends

Appendix

Illustrations

Consumer Segmentation Pen Portrait Market Overview Competitor Analysis

Natural Ingredient Trends Ansoff Matrix

References Bibliography 02

Introduction This report will aim to carry out an in-depth situational analysis of the Boots skincare brand, YourGoodSkin (YGS), leading to the identification of innovative product solutions to appeal to existing and potential buyers. By examining YourGoodSkinâ&#x20AC;&#x2122;s core consumer and the brandâ&#x20AC;&#x2122;s competitors, while researching into current and upcoming macro and micro trends, this report will conclude with a comprehensive innovation strategy of a proposed new product development (NPD). This innovative product will be differentiated to the existing Boots portfolio and be capable of engaging and recruiting the demographic of the brand.

Methodology Research objectives

Primary Research

• Measure brand awareness, usage and perceptions. • Use a combination of primary and secondary research in order to methodically analyse YourGoodSkin through the use of marketing models. • Examine how YourGoodSkin can use their positioning in the 30-45 year old skincare market to maximise their potential. • Identify possible areas of growth for the brand and consider the receptiveness of potential product innovations.

• Created an online questionnaire (Appendix 1) shared with family and friends over social media platforms. The questionnaire enabled a wide range of responses from the demographic of YourGoodSkin’s consumer (30+). • The survey received 100 responses, helping to draw conclusions surrounding brand awareness, usage and perceptions and possible trend adoptions. • Interviews with six 39-53 year old females (Appendix 2) to gather qualitative data, gathering feedback on the product concepts. • Store analysis of YGS and their competitors for comparison. • Collection of interviews with shop assistants during shop safari in London (Appendix 4).

Secondary Research • Online reports from databases such as Mintel, LS:N Global and Euromonitor to understand the markets YourGoodSkin operate in as well as macro and micro trends. • Academic journal articles. • Blog posts/ social media platforms.

Situational Analysis & Market Overview 05

Brand Overview YourGoodSkin is a skincare range “co-created with thousands of women and leading dermatologists, designed to restore and maintain skin’s natural balance for visibly healthy skin.” (Walgreens, 2019). Recently launched in 2017, the brand is the first major global skincare range developed by Walgreens Boots Alliance in 20 years. Targeting specifically the “older millennial consumer” (AFP Relax, 2017) seeking certainty and clarity in their skincare products, YGS is now supported by a community of thousands of women who actively involve themselves in the brand and products. YourGoodSkin originally launched into 1,300 Boots stores in the UK (Prance-Miles, 2017) and is presently sold worldwide throughout the Middle East, Asia and smaller European countries such as Norway (Bradley, 2019). According to The Derm Review (2018), YGS exists to give consumers “guaranteed healthy skin for life by combating many of the concerns and environmental stressors encountered on a daily basis.” This vision is portrayed in everything the brand exhibits both internally and externally.

Brand Identity Prism Soft brand colours to convey purity, quality and sophistication

PHYSIQUE

Close to women, increases confidence

RELATIONSHIP

Women who take care of their skin

PERSONALITY

CULTURE

REFLECTION

SELF-IMAGE

Natural, authentic

Trust, reassurance

Confidence, “I feel good about myself”

Brand Health In order to measure brand health, including awareness, usage and perceptions, an online survey was created to obtain the insight. 100 participants, predominantly females, aged 30 and over (the demographic of YGS) completed the primary research questionnaire.

14% have heard of YourGoodSkin

have purchased from YourGoodSkin

Awareness Results from the survey showed that the brand have a fairly low brand awareness, with only 14% of respondents saying they were aware of the brand. This is understandable due to only being founded in 2017, however in order to grow financially, YourGoodSkin needs to drive brand awareness and act quickly to compete in a highly competitive market.

22k 7.8k

Usage Only 8% of the respondents have purchased from YGS, meaning that 6% are aware of the brand but have never bought anything from there. Participants were also asked how much they are likely to spend on one skincare product and the average answer was £31. This shows that people are willing to make skincare a priority, whilst having a considerable budget for it. However, the majority of respondents said that they are not concerned whether products are from a drugstore or high-end store as long as they are aware of the benefits they give and are convinced the quality of products’ are of a high standard.

Perceptions The brand has mixed first impressions from consumers, which are predominantly to do with the packaging. One customer says, “I feel guilty about the amount of packaging I am throwing away which is not recyclable”, whilst another states they are attracted to the “luxurious style packaging” (Boots, 2018). As well as this, consumers’ perceptions of the products are generally positive, with one stating the ‘Balancing Skin Concentrate’ “addressed my uneven skin tone, redness, and breakouts” (YourGoodSkin, 2018). 09

Boston Matrix Market Growth

Question Marks

Comforting Gel Cleanser

Pore Minimising Toner

Stars

Nourishing Hot Cloth Cleanser

SPF 30 Anti-Oxidant Day Cream

Dogs

Revitalising Foam Wash

Balancing Skin Concentrate

Cash Cows

Immediate Shine Relief

Purifying Treatment Mask

Market Share 11

Instant Dryness Rescue Moisturiser

Blackhead Clearing Scrub

• The Boston Matrix shows that the ‘Balancing Skin Concentrate’ is one of the “star”/ leading products in the YGS product portfolio due to being the “hero product” in the range. (Bradley, 2019) • The “cash cows” are products that have a high market share but low market growth, such as the ‘Blackhead Clearing Scrub’ in the YourGoodSkin range. This may not have as much growth potential as there are similar alternative products with the use of charcoal available on the market that are known to clear blackheads. • “Question mark” products are those that have potential to grow into “star” products, an example being the ‘Nourishing Hot Cloth Cleanser’. There are currently products such as Liz Earle’s ‘Cleanse & Polish Hot Cloth Cleanser’ which has become one of their bestsellers, featuring a similar concept to YGS. • “Dog” products are those that have low market growth and low market share. They are essentially products that are not doing as well as the others in the portfolio, an example is the ‘Revitalizing Foam Wash’ which is the only product with no reviews on the Boots website. (Boots, 2019).

Marketing Mix Product

Price

YGS offers a wide portfolio of skincare products including: • The Balancing Skin Concentrate - well-known as their ‘hero’ product. • A range of a face washes, moisturisers, cleansers, face masks and serums. • The focus of the products is to create visibly healthier skin (clearer, smoother, brighter and younger looking).

• The price ranges from £4.50 (makeup wipes) to £25 (YGS 4 product bundle) • Mid - luxury skincare market • An affordable option for the target consumer compared to other luxury brands offering a similar product portfolio.

Promotion

Place

• Boots offer 25% off YourGoodSkin and 3 for 2 offers, encouraging new and current customers to repurchase or ‘test’ the brand at an affordable price (customer incentive). • YGS are promoting competitions on social media via their Instagram page (@yourgoodskin), e.g. the ‘3 Minute Method bundle’ to encourage users to enter and “tag your bestie’. • This encourages more impressions and engagement for the brand and boosts overall Instagram followers.

• YGS can be purchased in Boots stores, found in the premium skincare aisle. • It is also available to buy online via YourGoodSkin, Boots and Walgreens Alliance.

Consumer Behaviour Top 10 skincare purchase motivations, 2017

Passport (2018) suggests that “in general, consumers are becoming better educated on skincare products through the growing use of social media and published information.” This means that ultimately, consumers will pay more for products that actually work for them and “proven efficacy commands loyalty, along with a premium price” (Passport, 2018). Because of this, sales are rising - women over 35 spend £2 billion annually on cosmetics, skincare and toiletries (Bogan, 2017).

(Passport, 2018)

“”

Many consumers who adopt healthy lifestyles include skincare as an integral part of their daily routines. (Passport, 2018)

% of respondents

“

80% of consumers identify cosmetic and personal care industry products as important in building up self-esteem. (Cosmetics Industry, 2018)

”

Mintel (2018) states that 56% of women believe it is necessary to protect skin from pollution.

Also, 42% of 35-44 year olds say it is necessary to use anti-ageing products at their age.

Consumer Segmentation Geographic

Demographic

Behavioural

Psychographic

• The key customers live in both rural and urban areas, either in or within 15 miles of city centres. • This is aligned with Boots stores, which tend to be in large city centres and small high streets. • However, YGS is available on the boots website and Walgreen Alliance therefore widening the geographic of product use globally. • Most of Boots’ traffic is generated from the UK, US, Netherlands, Ireland and Spain (Similar Web, 2019).

• YourGoodSkin’s target consumer is females aged 30-45 years old. • They tend to be busy mums who have little time to spend on themselves and have started to notice their skin changing.

• YourGoodSkin customers are loyal and tend to repeat purchase. • The target consumer does not have time to take care of their skin due to being a busy mum and therefore wants something quick and easy to use. • The typical consumer seeks good quality products and is willing to spend a bit more money for something that is of high quality.

• They are someone who is very busy but tries to maintain a balance between work, family and friends. • Since having kids, the consumer is not as confident in their appearance. • They tend to value the opinion and recommendations of friends and family. • Likes to maintain a healthy lifestyle by exercising when possible. • They are sociable, ambitious and selfless.

Jess • 36 year old mother from Nottingham. • Has a 3 year old toddler called James, a 6 year old child called Maisie and a husband of 11 years named Matt. • She does not have much time for herself due to caring for the children, therefore cannot have a specific skincare routine. • The biggest skincare related concern for her is wanting her skin to look consistently healthy. • She is used to waking up to unpleasant skin surprises caused by the vicious cycle of hormonal imbalance, diet and stress. • She does not have the time or energy to spend hours looking for the latest product innovations. • However, Jess is likely to have a short look at products, as well as advertisements on social media and in stores if it caught her attention. • If she sees or hears good reviews about something, she is willing to give it a try. • She needs all the important information of a skincare product, including the brand’s name, claim and benefits to be presented to her simply to save time. • The main priorities in her life are her family and friends, she loves to socialise and wants to feel confident whilst doing so. • Jess is usually on the school run or amusing her youngest child during the day, and also enjoys meeting her friends for a Zumba class at the local leisure centre in the evenings.

Pen Portrait

Market Overview There are 2 main drivers that continue to spur and affect the beauty industry: â&#x20AC;˘ Consumers are on a journey of exploration - they enjoy finding new products and brands. â&#x20AC;˘ Independent brands are supporting a push for creativity. This includes the physical retail beauty channel and finding innovating ways to promote a product or service. The beauty industry is known to be resistant to economic downturns (Franchise Help, 2018). Although consumers will be more price conscious during those times, they do not stop spending. Therefore, in todayâ&#x20AC;&#x2122;s environment of rising per capita incomes, the beauty industry is booming. This market growth is being driven particularly by the increase in awareness of the importance of skincare, but also specifically due to an increase in the market for men. The rising growth is also driven by the product innovation in both the mass and premium markets. Skin preparation products such as masks, primers and serums are expected to outperform.

Size of the global skincare market, 2019 USD billion - 2012-2014

Passport (2018) predict Japanese and Korean brands are popular in the UK, as they perceive them as being more innovative.

(Statista, 2019)

180.3

141.3

“ ”

Niche brands which promote natural ingredients are gaining popularity but are creating crowding in the category. (Passport, 2018)

Sales of skincare, 2017

Retail Value RSP - GBP million - 2003-2022 (Passport, 2018)

Statista (2019) estimates the global skincare market will generate around $180b in revenue by the year of 2024.

2,808

“ ”

The natural and organic trends continue to characterise the skincare segment in 2017. (Passport, 2018)

According to Global Data (2017), the UK health and beauty market is set to reach £27b by 2022.

Premium

Natural

Scientific

Mass 21

Competitor Analysis No7 have a similar product range to YourGoodSkin with their serums and moisturisers, however No7 has a higher level of expertise. Both brands are only available to purchase in Boots, making them close competitors. Furthermore, No7 has a distinct, mature and loyal consumer base, as well as being a long standing established brand compared to YGS.

Clinique and YourGoodSkin both have product categories catering to certain skin types such as dry, oily and ageing skin. Clinique have a 3-step skincare system, consisting of a cleansing, exfoliating and moisturising regime. Clinique is a popular brand among the YGS target age group with 18% of survey respondents of consumers currently using Clinique products in their skincare regime.

Clarins and YourGoodSkin both use natural ingredients in their products. Clarinsâ&#x20AC;&#x2122; best-selling double serum with 21 active plant extracts is an anti-ageing treatment, popular among mid-older demographic consumers. In comparison to this, YourGoodSkin incorporates green tea into all of their products, providing antioxidants and anti-ageing benefits to the skin. 22

rrent comp et i

r to

• To conclude, YGS need to notice that competitors like No7, Clinique and Clarins have their own store assistants in Boots where customers can get consultations and recommendations of products that match their skin types, creating a more likely customer purchase for these brands. • With YGS being a smaller brand, they are unable to do this. Therefore, they should attract consumers who may want a more convenient and less time-consuming option that is easily available and accessible to them. • With a wide variety of choice in Boots stores for skincare, in order to make YGS a top consideration for customers they need to ensure they offer a differentiation from these established brands. • According to the positioning map, there is a gap in the market for more natural skincare products that are affordable and available to the mass market, therefore this could be an opportunity for YGS to tap into and explore to gain more market share.

Simple Nip+Fab The Body Shop Liz Earle Clarins

ary competit

tial competit

im Pr

No7 Clinique

en ot

Tropic

P 23

SWOT Analysis Strengths

Weaknesses

• YourGoodSkin’s products are value for money compared to other ‘premium’ brands. • The brand has a specific target audience and therefore know who to appeal to and how to engage their audience. • The brand is a part of Boots who are a well-established business, this therefore increases brand recognition for YGS.

• The packaging does not stand out (muted colours, uninspiring) which makes it difficult to attract new customers. • There is a lack of advertising for YGS digitally and physically, this has led to a low awareness rate, compared to other premium brands.

Opportunities

Threats • Competitors have a wider product range (face masks, mists, pillow sprays). • There are more established and experienced brands in the market who have a better understanding of their consumers. • Because YGS are such a new brand, they do not have the funding to release something that is completely new into the industry – “we have to wait for another brand to do it first and then follow quickly after” (Bradley, YGS, 2019)

• Increase their product range to keep up with current trends, offer more innovative products, such as application tools, wearable tech or cleansing bars. • Respond to conscious consumers, by using more natural ingredients in their products. • Expand the target audience to attract both genders (e.g. product extension, offering an exclusive male range to ‘test’ the market).

• A main strength of YourGoodSkin is that they have a specific target audience and know what they need to consider when attracting the 30-45 age group. • However, due to a lack of online advertising, it makes it difficult to attract customers to engage them in the brand. • An opportunity for the brand would be to further expand their product range by creating an innovative product to stand out against competitors. This would be beneficial to the brand as it would drive awareness and enhance the brand’s positioning in the competitive market.

Macro Trends Consumer Behaviour • Consumers have demonstrated shifting away from traditional ownership to newer ways in which to access a product. This shift is driven by the increasing desire for variety, sustainability and affordability. • The growing passion and values for social and environment also contribute to the change in consumer habits. Consumers are favouring brands that are aligned with their values and avoiding those that do not. • Customers have become more distrusting and now expect complete transparency with the sharing of information from a company. For example, 65% cite the need for “trust” and “authenticity” as their 2nd top trend for 2019 (The State of Fashion, BoF and McKinsey & Company, 2019). In order for companies to meet this new customer need for trust, they will need to offer a level of transparency to all consumers (including information such as specifying costs of materials, labour, transport and duties).

Upstream Technology â&#x20AC;˘ As the fashion industry gets more proficient with the digital realm, the gap between discovery and purchases has led to impatient consumers who demand their products almost immediately. â&#x20AC;˘ Overall, digital platforms and strategies have become more important, unified and sophisticated, due to e-commerce rising. For example, almost one third of global online consumers now have internet access on their mobile phones (Euromonitor International, 2018). In response to the growing need for seamless technology and experience, pure-play brands are engaging with consumers through virtual reality.

Experience More â&#x20AC;˘ Personalisation and curation has become critical for consumers as their growing want for authenticity and individuality becomes more prevalent. Beauty companies will need to form customised products and services to make their consumer feel valued. â&#x20AC;˘ By creating more intimate experiences with consumers by providing a seamless shopping environment online or in-store by personalising their offering, it will help create a unique differentiator between the company and the market. This will allow the customer to form a relationship or a positive experience with the brand, generating loyalty and memorability.

Beauty Trends Innovative Packaging â&#x20AC;˘ Packaging has recently been the hero of engaging customers and is now an acting point of difference within the beauty industry. â&#x20AC;˘ With this in mind, brands are trying to create innovative packaging to deliver imaginative and personal designs to create a better dialogue and sense or experience with consumers. â&#x20AC;˘ For example, consumers have increasingly moved away from bottled products and back to traditional products like soaps or bars. The desire for holistic, sustainable and multi-functional products are key drivers in both graphic and structural packaging solutions.

Social Responsibility • As the concept of social responsibility has increased, brands have started to be heavily criticised for their questionable business practises, which were perceived as unethical and bad for the environment, such as animal testing and chemical pollution (Organic Monitor, 2010). • In response, the beauty industry are ‘cleaning up’ its image and thus brands are using greener formulations and sustainable packaging.

Sun Protection • Protection and aesthetic properties have evolved in the sun protection industry. For example, due to the drive in customer needs, it has allowed brands to make products that protect from a range of environmental and technological ‘stressors’, from sun damage to air and light pollution. • The awareness of the effects of UV radiation on skin health has also been heightened which has resulted in a demand for sunscreen ingredients globally. As a result, sunscreens or products containing SPF have become an essential ingredient in a variety of skincare products and daily routines.

Natural Ingredients • The trend for natural beauty is well established across the world as customers reject ‘chemically’ produced formulas in favour of alternative solutions that are better for them and the environment. • Mintel (2018) predicts local sourcing and production safe, allergen-free and pure ingredients in skincare will become essential in the following year as eco-conscious consumers continue to focus on environmental-friendly products. • As a result, the beauty industry is starting to adapt and change to a more ‘local’ approach, with many starting to use biotechnology or expand their existing ingredients to a more natural method. • According to Passport (2018), “Natural and organic products are perceived as healthier for the skin, and consumers are paying more attention to product ingredients.” • This was also highlighted as a key opportunity during the shop safari in London - “it’s the natural ingredients that consumers now favour and love” (Clarins sales assistant, Boots, 2019).

Natural Ingredient Trends Green Tea • • • •

Packed with antioxidants which helps delay signs of ageing. Provides sun protection, reducing the effects of UV damage to skin. Has anti-inflammatory properties providing skin calming benefits. Full of Vitamin B2 and Vitamin E, both helping with skin maintenance. B2 helps maintain collagen levels for youthful skin texture and firmness. Vitamin E supports skin cell growth and acts as an intense hydrator for soft and nourished skin.

Beetroot Extract • • • • •

Prevents signs of ageing due to its antioxidant properties. Protects skin and fights free radicals. Reduces pigmentation and blemishes. Increases skin hydration. A good source of folate acid and packed with vitamins and minerals to leave the skin glowing.

Eucalyptus Oil • A natural antiseptic with antifungal, anti-inflammatory and antibacterial properties making it highly effective for acne and skin infections. • Contains SPF so can make a natural moisturising sunscreen.

Aloe Vera • Prevents wrinkles and ageing through Vitamin C and E to help improve the skin’s natural firmness. • Has anti-inflammatory properties that help fight against acne-causing bacteria. • Softens and hydrates the skin without clogging pores.

Jojoba Oil • Gives a healthy glow to the skin while providing moisturisation. • Lighter than other face oils so easily absorbs into the skin. • Full of nutrients like Vitamin B and E, as well as antioxidants and minerals to help nourish and protect skin.

New Markets

Existing Markets

Ansoff Matrix Existing Products

New Products

MARKET PENETRATION

PRODUCT DEVELOPMENT

• Increase social media presence in order to engage current consumers further. • Make the outstanding packaging more appealing by introducing colour and new design. • Rearrange the brand’s visual merchandising in Boots’ in order to make the brand more noticeable.

• Use more sustainable packaging to appeal to the environmentally conscious consumer. • Explore the use of natural ingredients in products. • Create more bundles catered towards certain skin types (e.g. beauty boxes) • Incorporate technology driven products into the YGS range. • Expand into application tools and cosmetic products.

MARKET DEVELOPMENT

DIVERSIFICATION

• Further explore and expand into international markets. • With the increasing awareness of prevention and protection of skin from younger consumers, consider targeting younger adults alongside the current 30-45 year old consumer.

• Develop a ‘premium’ range, incorporating more expensive ingredients and a higher price point. • New line of ‘gender neutral’ products to attract a different type of consumer - consider changes to packaging and marketing approach. • Launch into the ingestible and supplement industry.

• The Ansoff Matrix is used to show the optimal strategy for YGS to take – the most suitable being to explore a product development. • YourGoodSkin should focus on researching and incorporating natural ingredients into products. • They should primarily target their current demographic of 30-45 year old females - aiming it at a younger age category may be too much of a risk for a relatively new brand. • If the new product innovation is a success, YGS could consider creating a ‘premium’ range marketed at a higher price point to appeal to a differentiated demographic.

Innovation Strategy & Ideas 39

Identifying Opportunities Innovation Objective: Busy mums do not have the time to take care of their skin as much as they would like to. They desire a quick and easy solution to make their skincare regime less expensive, less time consuming and more simplistic.

Sun Protection

Wearable Tech

Anti-Pollution Detoxifier

Probiotic Skincare

Natural Ingredients

Innovative Packaging

Sustainability

Personalisation

Premium

Pampering

Functional

Opportunity?

Mass 43

Competitive Landscape Map • The competitive landscape map shows brands creating natural products. They are compared based on their premium or mass market perception and functionality or pampering perception. • Love Beauty and Planet is placed in the pampering and mass market quadrant for its sensory products, ranging from face masks to cleansers and body butters. • However, Clarins is placed in the opposite spectrum of premium and functional as their products use natural ingredients, whilst also being scientific. They additionally have products that cater to specific skin concerns and problems at a higher price and more premium packaging. • There is a gap in the market where YGS can take an opportunity to operate - this would be functional products at a mid market luxury price point and availability.

Current

Brand (Degree of Stretch)

New

Prioritising Ideas Brand Stretch

New Horizons

Beauty Wand

Tin Packaging

Sheet Masks

Beauty Tape

Pillow Spray

Cleansing Beauty Bar

Spatula Application

Tea Cleansing Gel

BB Cream

UV Patch

Skin Massager

Light Therapy Mask

Spatula Application

Pimple Patches Moisturising SPF Mist

Refillable Packaging Detox Face Mask

Eye Adhesive Sticker

Cleansing Brush

Cleansing Stick

Motion Activated Stick

Essential Oil Serum

Sea Salt Scrub

3D Printed Face Mask

Sustaining Innovation Low

Breakthrough Innovation Market (Competitive Environment) 45

High

• The table shows a shortlist of the innovation opportunities (Appendices 5 and 6) gathered to help YourGoodSkin expand as a brand and follow current trends. • Looking at the brand degree of stretch and the competitive market, it helped to express the innovative thoughts based on the researched opportunity platforms. • The ideas were shortlisted into different themes to make it clearer and easier to narrow them down to 3 main ideas for the innovative product. • It was decided to follow and experiment with the Moisturising SPF Mist, the Cleansing Beauty Bar and the Tea Cleansing Gel. • According to primary research, busy mums look for something quick and easy as they do not have time for a long skincare routine and after comparing products, these were the top 3 most suited products for the YGS target consumer.

Refined Concepts Jojoba Cleansing Bar A luxurious way to effortlessly melt away your makeup and impurities. The rich and hydrating formula contains 3 key natural ingredients; Golden Jojoba Oil, Eucalyptus Oil and Green Tea Extract. All helping to hydrate, uplift and restore the skinâ&#x20AC;&#x2122;s natural radiance, the non-drying bar is a convenient way to look and feel refreshed daily. Simply apply to your face whilst wet and massage into the skin until a foam is formed, taking precaution around the eye area. Rinse with warm water or remove with a wet muslin cloth for a more thorough cleanse. As YourGoodSkin is committed to reducing its impact on the environment, the tin packaging is also 100% recyclable and reusable. Clinically proven to purify, cleanse and hydrate your skin for a soft and radiant texture.* *Based on the results of a proposed study with 200 women aged 30+.

Soothing Tea Cleansing Gel Efficiently removes excess sebum, impurities and pollution to restore dewiness back into your skin. Enriched with Aloe Vera Extract known for its hydrating powers, as well as Green Tea to help revitalise dull looking skin, the Soothing Tea Cleansing Gel nourishes the skin with essential vitamins. With both natural ingredients able to prevent and correct signs of damage, the fast absorbing formula will help to reduce the impact of daily skin stressors such as pollution, whilst also actively brightening and evening out skin tone. Apply once a day to dry skin, massaging the face gently in upwards circular motions. Rinse off with warm water or remove excess gel with a cotton pad for super soft and clean skin. With 86% finding it visibly improved the appearance of their skin within 28 days*, the Soothing Tea Cleansing Gel is the perfect refresher to give your skin the boost it needs. *Based on the results of a proposed study with 200 women aged 30+.

4-in-1 Multi-Protection Mist

Tone, moisturise, protect and set your skin in a matter of seconds.

Infused with Green Tea helping to promote skin renewal and improve overall complexion, the mist is also proven to reduce pigmentation and provide hydration through the use of Beetroot Extract. The Multi-Protection Mist unites ingredients high in antioxidants with SPF 50, acting as a physical blocker and deflecting harmful UVA and UVB rays that can cause signs of ageing. The fast absorbing and lightweight formula protects skin without clogging pores, evens the skin tone and improves skin clarity, leaving complexion looking brighter, smoother and more youthful.* A quick and easy solution to protect, nourish and rejuvenate skin in just one spritz. Use to complete your look or simply refresh the skin when it most needs it. *Based on the results of a proposed study with 200 women aged 30+.

Key Findings Six interviews with 39-53 year old females were conducted in order to gather feedback on the three main NPD concepts. From analysing the responses, it was clear that the Soothing Tea Cleansing Gel and the 4-in-1 Multi-Protection Mist were the most popular. In terms of the Jojoba Cleansing Bar, interviewees had a lack of interest in the product idea due to the perception that it would “really dry out my skin” (Tull, 2019). Respondents also demonstrated a lack of interest and passion for the sustainable tin packaging the bar comes in - “it wouldn’t be a priority of mine and wouldn’t come to mind when purchasing” (Lee, 2019). This highlighted that the YGS target consumer is not as dedicated to sustainability issues as millennials and would rather invest their money into a product they know will work for their skin type. When asked about the Soothing Tea Cleansing Gel, the answers mainly related to the natural ingredients in the product; Tull (2019) said, “I like the fact it’s natural, and I prefer products that are gels as they absorb better in my skin.” In addition to this, Dian (2019) responded, “if the green tree promises to revitalise dull skin and the aloe vera helps to prevent skin ageing, then that’s definitely the winner for me” (Dian, 2019). Nonetheless, due to the fact that there is a further stage of removing excess product from the face with water or cotton wool, it meant the gel was deemed “too time-consuming” (Selwyn, 2019). However, the 4-in-1 Multi-Protection Mist seemed to win over the interviewees as most felt strongly about the importance of SPF in skincare products. Holder (2019) mentioned, “it would be great if SPF was already taken care of as a part of my skincare routine.” Tull (2019) also adds, “I like the fact that it’s 4-in-1 as it can be used throughout the day to refresh the skin, especially as it’s moisturising” (Anita Tull, 2019). The interviewees were intrigued by how time efficient the mist application was, as well as the unique formula of beetroot extract and green tea - “the ingredients seem very interesting as I haven‘t seen them before, I would be excited to try them!” (Sumskaite, 2019).

I do not feel like myself and I don’t want to socialise

which makes me feel self conscious

I want a product to make me confident again. I would rather spend on my kids or other necessities

but I still want to treat myself.

so I don’t use products like SPF to protect my skin as I should

... I am stressed

.. I don’t have the money

which affects my mood and relationships.

... I am too busy Since having kids, I don’t take as much care of my skin because...

.. I’m overwhelmed by what’s available

I want something that is simplistic and I can take on the go.

this causes my skin to be problematic

... it is not my top priority

I could do with some guidence .. I don’t know what to use

... I have less time

my kids come first

therefore I get annoyed my skin is bad

I want a routine that is quick and easy.

I like to know a clear benefit of using a product.

I want something that will help prevent this.

my skin has changed and aged due to hormones

so I can’t research on what products would be best for me

I am unsure what will be good for my skin so I need to be told this.

Insight Map • The insight map shows the consumer’s thought process and reasons as to why they are unable to take as much care of their skin as they previously did. • This has resulted in a deepened understanding of what problems the three refined products need to solve, as well as the features they should incorporate. • The map portrays seven main avenues of concern, inspiring the insights for the final product development.

Action to be Taken Model Winning ‘Me Too’s’ 4-in-1 Multi-Protection Mist

Soothing Tea Cleansing Gel

Trial

Novel Winners

Breakthrough Innovation

Unlikely to Succeed

Jojoba Cleansing Bar

Uniqueness 53

• Looking at the model, the Jojoba Cleansing Bar would be categorised as ‘unlikely to succeed’ due to the disregard and disinterest in the primary market research interviews. • The Soothing Tea Cleansing Gel was categorised as a ‘winning me too’ as it will be likely to succeed due to the popularity of natural ingredients within the skincare market, however because of the wide range of cleansers available it is below average in uniqueness. • The Multi-Protection Mist is placed in the middle of ‘winning me too’s’ and ‘novel winners’. This is because there is clear potential for face mists due to the format already being offered within the marketplace. However, YGS are a small business so there is a slight risk of it not being executed well enough, meaning it cannot fully be placed as a ‘novel winner’. • From analysing the insight map and this model, it is clear to see that the 4-in-1 Multi-Protection Mist is the product which seems most likely to succeed at this stage.

“Mature women want something that is quick and easy.” (Clinique sales assistant, 2019)

Gap in the Market

“

Facial mists containing SPF are becoming an increasingly popular format due to the convenient benefit of being able to use them on-the-go throughout the day to retain moisture, whilst enhancing both sun and pollution protection.

”

(Mintel, 2018)

Primary research shows that natural ingredients, SPF and price are the top 3 priorities for consumers.

“Customers love natural ingredients as they are kind and gentle on the skin.” (The Body Shop sales assistant, 2019)

After completing a collection of primary and secondary research, a gap in the market has been identified which YourGoodSkin should tap into. By completing a series of interviews with the demographic of YGS, as well as looking into the insights and motivations of skincare, it became clear that 30-45 year old females require quick, easy and simplistic skincare solutions. Consumers do not want to spend hours of their valuable time researching for products, so they must have a clear and proven benefit. Secondary research shows that multifunctional products (Technavio, 2018) and facial mists containing SPF are becoming a more popular application format due to the increase in working women in today’s society - they are always on the go so want products which will be easy to retain moisture levels, whilst also protecting the skin. Additionally, the shop safari demonstrated that busy mums are constantly looking for new and convenient innovations. They favour skincare products that contain elements of SPF and natural ingredients, which are also significantly influential micro trends currently. This combination of research helped fabricate the main insight that was used to inform and develop the chosen concept. 56

New Product Development 57

Rejuvenating 4-in-1

Multi-Protection Mist Tone, moisturise, protect and set your skin in a matter of seconds. Infused with Green Tea helping to promote skin renewal and improve overall complexion, the mist is also proven to reduce pigmentation and provide hydration through the use of Beetroot Extract. The Multi-Protection Mist unites ingredients high in antioxidants with SPF 50, acting as a physical blocker and deflecting harmful UVA and UVB rays that can cause signs of ageing. The fast absorbing and lightweight formula protects skin without clogging pores, evens the skin tone and improves skin clarity, leaving complexion looking brighter, smoother and more youthful.* A quick and easy solution to protect, nourish and rejuvenate skin in just one spritz. Use to complete your look or simply refresh the skin when it most needs it. *Based on the results of a proposed study with 200 women aged 30+.

Final Product Concept The final NPD concept for YourGoodSkin is the Rejuvenating 4-in-1 Multi-Protection Mist. Once researching the gap in the market and gathering insights from busy mums who look for easy and clear claimed products, this seemed like the most distinct and perceptible choice. This product solves many of the problems which were identified in the insight map, meaning it is likely to be popular amongst consumers.

Benefit Ladder Emotional Benefits

• • • •

Confidence boost, more self-love Happy, relaxed, content One less thing to worry about More sociable, less skin envy, better relationships

Functional Benefits

• • • • •

Convenient, quick, simple, time-efficient Multi-functional, 4-in-1 Easy sun protection Travel friendly, on-the-go Suitable for all year round

Reasons to Believe

• Green Tea helping to promote skin renewal and improve overall complexion • Beetroot Extract helping to reduce pigmentation and provide hydration • Contains SPF 50, acting as a physical blocker and deflecting harmful UVA and UVB rays which are causes of ageing • Protects skin without clogging pores • Evens the skin tone and improves skin clarity • Leaves complexion looking smoother, younger and more radient 61

Overcoming Risks The Risk

How to Overcome

The main risk for the Rejuvenating 4-in-1 MultiProtection Mist is that it is a new innovative product and, as YourGoodSkin are a small brand, they may not have the funding to release a brand new product into the market successfully.

YourGoodSkin can overcome this by using inexpensive methods of promotion such as social media channels like Facebook to reach out to the target audience and build brand awareness. Once YGS build their awareness, their sales will rise, leading to an increase in funds and allowing them to release more innovative products in the future to stand out from competitors.

Another risk that YGS face is that the brand is unable to be a market leader. Therefore, a new innovative product might be too complex for their brand.

A way that YGS can overcome this is by testing the product within the YourGoodSkin Community to receive feedback on the product before releasing it. This will allow them to make any necessary changes to what the consumer is requiring in the product. 62

Pricing Product

4-in-1 Mist

Penetration

Adult pop

64,679,700

Trial

Repeat purchase

Volume

Distribution

Awareness

RRP

Value (annual total)

% pop

Target audience (women 35-45)

Potential trialists

% trialists

No. of purchase (pp per year)

Potential total market volume

Total Boots stores

% of Boots stores

Total stores selected

Year 1 volume

% awareness

Year 1 volume

4,410,000

441,000

10%

1,323,000

700

70%

490

926,100

10%

92,610

£16

£1,481,760

• The consumer appeal to the product was evaluated as a medium, therefore it has 10% trialist and 10% awareness according to industry norms. • Number of purchases per annum per person would be 3 units as the 4-in-1 Multi-Protection Mist is likely to substitute other products such as moisturiser, sun protection and toner. Therefore customers might choose to buy more units of the mist rather than a smaller quantity of different skincare products per year. • It was estimated that the annual total value of the NPD should reach £1,481,760.

£16 RRP

Considering the prices of YourGoodSkin’s current products, combined with the survey results which showed that the average spend on skincare products is £31, it was decided to retail the Multi-Protection Mist at £16 per unit. In order to fit in with the YourGoodSkin range and be more appealing to consumers, the product was chosen to be marketed at a lower price than what people are prepared to pay. The most expensive YGS product is the ‘Balancing Skin Concentrate’ sold for £17.50, therefore £16 for a multi-functional product containing SPF 50 seems reasonable and fitting. 63

Conclusion From carrying out an in-depth situational analysis of YourGoodSkin, considering various factors such as primary market research and industry insights, it has enabled identification of an innovation product that indicates positive assurance that it will attract and be loved by customers. After investigating into current and upcoming macro and micro trends, such as natural ingredients, sun protection and conscious consumers, it has facilitated in forming a comprehensive innovation strategy and proposed new product. Exploration of the sun protection trend along with consumer insights (primarily interviews) demonstrated that protecting skin is a main concern for many, particularly the YGS target customer (30-45 year old women). Despite wanting to protect their skin, it is this demographic who struggle to find time to fit it into their skincare routine. The Rejuvenating 4-in-1 Multi-Protection Mist responds to this demand, enabling women to protect, set, and go in a matter of seconds. It is evident that responding to the key trends and opportunities within the beauty industry is crucial. Therefore, in order for YGS to survive in this ever-evolving market, they need to offer an innovative product which acknowledges these trends and reacts to changing consumer behaviour. As discovered, the future of skincare is predicted to be primarily technology and ingredient driven (Zoldan, 2018). With the Multi-Protection Mist being powered by a natural ingredient blend of beetroot extract and green tea, it shows there is further opportunity for this product to be a success in the future as well as now. The Multi-Protection Mist can be used on any occasion and in any situation, making it differentiated from many other products on the market. The consumer is able to use it in the morning, post-sweat, pre touch-up or whenever they hit that mid-afternoon slump, making it extremely multi-functional. As well as this, it is perfect for on-the-go travel needs due to the size and application format; travel is another growing trend showing this innovative product has the potential to succeed in the long term. 64

Appendix 1

Online Survey

Appendix 2

Key: I: Interviewer R: Respondent

Interview 1

Name of researcher taking consent: Eve Date: 25/02/19 Name: Helen Holder Age: 50 I: Right, so if you have a read of the 3 concept templates and then I will ask you 9 questions. (respondent reads pre-sent concept templates) I: From looking at the 3 concept templates which product are you most interested in? Please state your reasons why? R: Well I think probably the second one, the 4 in 1 Multi Protection Mist. I: Okay and why are you interested in it? R: Because it’s got four things in it! I think for me, I’m very much into the SPF concept and there’s just so many times your caught out. It could be a day like today and you’ve forgotten to put suncream on, and like when I go out on dog walks with makeup on, it would be great if SPF was already taken care of as a part of my skincare routine instead of having to think, oh, I need to put suntan lotion on. And also I like the ingredients part of it too! I: What 3 factors are the most important to you when purchasing skincare products? R: These days I’m going towards the more natural ingredients, also the anti-aging, and SPF products, which protect. I: When you are travelling are ‘travel safe’ products important to you? Please state your reasons why. R: it’s never really been much of a concern of mine, as long as it doesn’t leak ! But I do like the tinned skin stuff that are very light and easy to pack and not something bulky… I guess similar to the Lush tinned products. I: Which ‘problem’ or ‘insight’ resonates with you the most? (refer to the 3 concept templates) R: I would say probably the last one (referring to the Soothing Tea Cleansing Gel). I: When do you usually have free time in the day? R: I think for me, evenings. Because for example if I think I’m going to have a face mask and a bath and I’m more inclined to pamper myself, whereas in the morning I want to get up and go. 74

I: What are your thoughts on the Multi-Protection Mist? Do you think it’s time effective? R: Yes if its four in one definitely. I like the mist idea, especially in the summer months… to feel refreshed. I: Out of the three product ideas, which combination of ingredients are you most interested in? Please state why? R: The beetroot and green tea one I am most interested in. I haven’t heard of using beetroot before, it’s different. I: How does having healthy skin make you feel; does it impact your confidence? R: Definitely! I think that it’s something that can become a vicious cycle because if your not happy with your skin you end up putting on more makeup which then wont help your skin so, then with the stress of having to deal with it just adds to it! So yeah it’s definitely something that can affect my confidence. I: In terms of your priorities where does skincare come into the mix?( Please be specific) R: Well, I think its high. With my age I just think more and more I’m beginning to think oh god I need to make it more of a priority. I: Great, thank you so much we are all done! R: Thank you

Interview 2

Name of researcher taking consent: Ellie Date: 27/02/19 Name: Kathy Dian Age: 51 (Respondent reads pre-sent concept templates) I: From looking at the 3 concept templates which product are you most interested in? Please state your reasons why? R: I would be interested in the 4 in 1 Multi-Protection Mist as it would meet my skin requirements. Keeping my skin toned and reducing pigmentation is of utmost importance to me. Time is of essence when you have children and anything that can save time is a bonus. The product also contains SPF 50 which is important in terms of protection against sun exposure which can damage your skin. I: What 3 factors are the most important to you when purchasing skincare products? R: The most important factors for me in skin products are ingredients, brand and price. I: When you are travelling are ‘travel safe’ products important to you? Please state your reasons why. R: Travel safe products guarantee a safer journey. With that in mind, I make sure I have the right tools to enable me to have a troublefree adventure. 75

I: Which ‘problem’ or ‘insight’ resonates with you the most? (refer to the 3 concept templates) R: Soothing Tea Cleansing Gel. Looking after children leaves most mums exhausted by the end of the day. If the green tree promises to revitalise dull skin and the aloe vera helps to prevent skin ageing, then that’s definitely the winner. I: When do you usually have free time in the day? R: I do not have much free time in the morning as I am always in a rush, my free time is usually after dinner. I: What are your thoughts on the Multi-Protection Mist? Do you think it’s time effective? R: The 4 in 1 mist has natural ingredients which is appealing and kind to the skin, it is quick for busy people with no or little time for skin pampering. I: Out of the three product ideas, which combination of ingredients are you most interested in? Please state why? R: Jojoba oil, Eucalyptus and Green Tea Extract are what I would be most interested in. Keeping my skin hydrated is of great importance and to help uplift and restore its natural radiance would be a winner. I: How does having healthy skin make you feel; does it impact your confidence? R: I believe healthy and glowing skin boosts your self-confidence. It’s what you feel inside that’s reflected on the outside. Bad skin tends to make people feel self-conscious and, in some cases, it makes them reclusive which is not healthy. Therefore, my skin does have an impact on my confidence. I: In terms of your priorities where does skincare come into the mix? (Please be specific) R: My appearance is very important to me as it affects the way I feel about myself. Skincare naturally comes into the equation as it is what people notice when they come into contact with you. I: That’s everything, thank you for your time!

Interview 3

Name of researcher taking consent: Rose Date: 27/02/19 Name: Anita Tull Age: 43 I: Hi, thank you for participating in this research, please read the three concept templates. (Respondent reads pre-sent concept templates) I: From looking at the 3 concept templates which product are you most interested in? Please state your reasons why? R: For me, it is the third one - the Soothing Tea Cleansing Gel because that’s more likely to be a product that I would use. I like the fact it’s natural, and I prefer things that are gels as they absorb better in my skin - the Cleansing Bar would really dry out my skin as it is something used with water. I: What 3 factors are the most important to you when purchasing skincare products? R: So, for me, it’s A. that they work and you actually get what you want out of it. B. price and I suppose, C. I prefer natural ingredients. I: When you are travelling are ‘travel safe’ products important to you? Please state your reasons why. R: The products I use currently are large bottles and therefore quite heavy, so if I was travelling I would have to decanter it into something smaller. It probably wouldn’t make me purchase something, I would say it’s more important to me that it is the right product, but I suppose it would be convenient if it was light and easy and I knew it would work wherever you were. I: Which ‘problem’ or ‘insight’ resonates with you the most? (refer to the 3 concept templates) R: I would say the one for the Multi-Protection Mist suits me the most, but I’m not very keen on the idea of a mist. I don’t have time and I want something quick and simple, so yes definitely that one. I: When do you usually have free time in the day? R: Never! Probably, if I do any skincare it would be in the morning, I wouldn’t do anything in the evening.... the most I can do is flop into bed! I never do anything to my skin at night as I don’t wear make-up, maybe moisturise if it’s feeling very dry, but mainly my skincare routine is in the morning. I: What are your thoughts on the Multi-Protection Mist? Do you think it’s time effective? R: When I use my current toner I use a cotton wool pad and it takes all the impurities away to make me feel like I’m cleaning it, so, for me, a mist that I’m just going to spray feels like the impurities will still be on my skin and that is what causes my spots. I like the idea of the SPF though as then I wouldn’t have to apply another product as well, so that’s more time effective. And the fact it’s 4 in 1 and can be used throughout the day to refresh the skin is something else I like the sound of, especially as it’s moisturising. 77

I: Out of the three product ideas, which combination of ingredients are you most interested in? Please state why? R: The thing that drew me to the gel was the green tea and aloe vera because I know I have used aloe vera before and it had a good effect on my skin. I liked the sound of the others too, but eucalyptus wouldn’t be something I would usually go for, so would probably stay away from that. I: How does having healthy skin make you feel; does it impact your confidence? R: Yeah, definitely! I hate having spots, no one tends to comment on it but all the time it makes me feel self conscious. I think they make me look older and feel older. It makes me want to put makeup on to cover them up which is very unlike me, but I know that will make it worse as it clogs my pores again anyway. I: In terms of your priorities where does skincare come into the mix? (Please be specific) R: Well, I don’t have a lot of time for it, I would say about in the middle… it’s not my highest priority and it’s not my lowest one either. When you’re young, skincare seems like a really big thing, but I guess as you get older, your priorities do change, so I’m willing to spend money on a product that I know will work but it needs to be a very simple routine. I haven’t got time to faff around for more than 2 minutes with my skin, I want to keep it as simple as possible. I: That’s everything then, thank you! R: You’re welcome.

Interview 4

Name of researcher taking consent: Alma Date: 27/02/19 Name: Jolanta Sumskaite Age: 47 (Respondent reads pre-sent concept templates) I: From looking at the 3 concept templates which product are you most interested in? Please state your reasons why? R: I’m most interested in ‘Multi-Protection Mist’ as it’s promising all benefits that I would need right now for my skin and beetroot extract in the combination of green tea makes it even more exciting as it’s unusual and I haven’t seen any skincare products with these ingredients. I: What 3 factors are the most important to you when purchasing skincare products? R: When I’m buying skincare products I look to their contents, I prefer natural ingredients, also the effectiveness and brand. 78

I: When you are travelling are ‘travel safe’ products important to you? Please state your reasons why. R: Yes, when I’m travelling I like to ensure the safety and ultimate convenience for my trip. This helps me be confident and stress-free throughout my trip and ensures I’ll have a great time. I: Which ‘problem’ or ‘insight’ resonates with you the most? (refer to the 3 concept templates) R: I think it would be 4 in 1 Multi-Protection Mist because I‘m usually busy throughout the day so I don‘t have enough time to take care of my skin properly, therefore I would choose a fast and easy to-use product. I: When do you usually have free time in the day? R: I usually have free time in the evenings when I come back home from work. I: What are your thoughts on the Multi-Protection Mist? Do you think it’s time effective? R: The product‘s idea sounds great. If it really tones, moisturises, sets makeup and protects from UV, then you can use one product instead of four, so it will be time effective. I: Out of the three product ideas, which combination of ingredients are you most interested in? Please state why? R: Beetroot Extract & Green Tea combination seems very interesting as I haven‘t seen products with these ingredients, I would be excited to learn more and try! I: How does having healthy skin make you feel; does it impact your confidence? R: When my skin looks fresh and glowing, I undoubtedly feel more confident. I think having nice skin is the most important thing when related to the appearance which gives you confidence, because when talking to others throughout the day looking face to face, it‘s the first thing you pay attention to by giving eye contact within holding a conversation. I: In terms of your priorities where does skincare come into the mix? (Please be specific) R: Skincare is very important for me as I have sensitive skin and I‘m trying to take care of it as best as I can even sometimes I don‘t have enough time but I spend time on researching and looking for good quality products for my skin. I: That’s all questions I’ve got, thank you for your time! R: Lovely! You are welcome!

Interview 5

Name of researcher taking consent: Nicole Date: 26/02/19 Name: Hannah Lee Age: 53 (Respondent reads pre-sent concept templates) I: From looking at the 3 concept templates which product are you most interested in? Please state your reasons why? R: I like the 4 in on 1 spray most, it seems convenient and has everything I would need in it. I: What 3 factors are the most important to you when purchasing skincare products? R: Price, preferably under £30, sun protection and moisturising. I: When you are travelling are ‘travel safe’ products important to you? Please state your reasons why. R: Wouldn’t be a priority, wouldn’t come into mind when purchasing but if it did it would be a plus. I: Which ‘problem’ or ‘insight’ resonates with you the most? (refer to the 3 concept templates) R: The 4 in 1 multi-protection mist, protecting the skin from sun damage. I: When do you usually have free time in the day? R: I’d say night time. I: What are your thoughts on the multi-protection mist? Do you think it’s time effective? R: Yes is seems convenient and time effective. I: Out of the three product ideas, which combination of ingredients are you most interested in? Please state why? R: The Green Tea and Aloe Vera as these are the ingredients I am familiar with. I: How does having healthy skin make you feel; does it impact your confidence? R: My ideal skin would be glowy, elastic and moisturised, and yes I would feel more confidence and more beautiful. I’d probably look in the mirror more *laughs*. I: And last question, in terms of your priorities where does skincare come into the mix? (Please be specific) R: It’s part of my daily routine - I wash my face in the morning and it leaves a tight feeling on my skin so I have to put skincare on, so I guess it’s a high priority, 7/10. It’s already a habit that I look after my skin. I: That all the questions done, thank you! R: That’s okay! 80

Interview 6

Name of researcher taking consent: Rose Date: 28/02/19 Name: Rebecca Selwyn Age: 39 (Respondent reads pre-sent concept templates) I: From looking at the 3 concept templates which product are you most interested in? Please state your reasons why? R: The mist because I’m quite lazy so I like to have my routine done quickly and usually by the time I’m getting ready for bed I’m knackered and just want something easy to use. For me, the Soothing Tea Cleansing Gel would be too time-consuming. I: What 3 factors are the most important to you when purchasing skincare products? R: Mainly for sensitive skin as I get eczema on my face, hydration because my skin is dry and SPF as that helps prevent skin cancer and wrinkles. I: When you are travelling are ‘travel safe’ products important to you? Please state your reasons why. R: Yes, because in my line of work, I have to travel a lot so it would be helpful. Also a lot of the time I use hand luggage only so it would be good to only have one item to not take up too much weight. I: Which ‘problem’ or ‘insight’ resonates with you the most? (refer to the 3 concept templates) R: The first one (referring to the mist) because having kids means I don’t have a lot of time to myself so I want something that’s quick and easy. Also they tire me out, so by the time I get to bed it would be a good way to tone and moisturise after cleansing. I: When do you usually have free time in the day? R: Either really early before the children wake up or in the evening after they’ve gone to bed. I: What are your thoughts on the Multi-Protection Mist? Do you think it’s time effective? R: Yeah! I really like this idea. As said before, with the kids and work this would be something easy to use whilst also knowing it’s protecting my skin. I: Out of the three product ideas, which combination of ingredients are you most interested in? Please state why? R: Green tea and aloe vera because i’ve heard good things about both of them. My skin looks more dull recently which green tea can help and also I look for anti-ageing products as I’m getting to the age now where wrinkles are starting to show. I: How does having healthy skin make you feel; does it impact your confidence? R: Definitely! Because when I look in the mirror I like to see I have clear skin without putting a lot of makeup on. And also because I do not have much time, it’s not practical to spend ages covering up my bad skin in the morning. 81

I: In terms of your priorities where does skincare come into the mix? (Please be specific) R: Well, the children are obviously number 1, and then the rest of my family and the dog. It probably comes about 6th in my priorities as I hate having spots as it really affects my confidence and how I feel throughout the day. I: Thatâ&#x20AC;&#x2122;s everything thank you! R: No worries!

Concept Templates 1.

Appendix 3 Consent Forms

Appendix 4 Shop Safari Interviews Clinique Sales Assistant, Selfridges “Older women like it to be easy and quick, that’s why they like our ‘3 step kits!” “People have started to realise its skincare not makeup that’s important.” Clarins Sales Assistant, Boots “The ‘Leaf of Life’ helps lock in skin’s moisture and is what many consumers are looking for in their skincare products.” “It’s the natural ingredients trend that customers now favour and love!” Liz Earle Sales Assistant, Boots “Many customers want something that gives them a glow... vegan friendly products are also a popular trend.” Charlotte Tilbury Sales Assistant, Selfridges “A popular style for mature women are the foundations, because they have such a light coverage that’s also combined with skincare.” “Dewiness is a massive trend at the moment, people prefer it to the matte finish, especially the over 30 year olds.” Bare Minerals Sales Assistant, Boots “For the 30 to 40 year old working ladies, they love the serums and oil removers, as it’s just so easy to use. Just rub it all over your face, wash it off and your good to go.” The Body Shop Sales Assistant “People are now looking to improve the natural look of their skin, without the need for makeup.” “Customers love natural ingredients as they are kind and gentle on the skin.”

Appendix 5 Innovation Ideas Random connections Beauty tape – blackhead strips Greenhouse – natural products Green shop – sustainability Naked packaging Beauty wand – serums Scrub – exfoliator Closing time – night routine Spoonful of sugar – medicine/ pharmaceuticals Ironing out wrinkles Face sponge Summer – SPF Sea salt – cruise ship Trash – recyclable packaging Spend 50% of you time with outsiders – event Hot - spiced ingredients Beach at night – scented Run – sweat – gym – stick to stop pores from blocking Plants – extracts/ implants Visitors – friendly bacteria/ probiotic skincare Flat tyre – tired skin Balance – balance between lifestyle and skincare Smooth – smooth routine – step by step – fast application Wish list – personalised skincare products Religious service – faith in products, claim

Parallel worlds (food) Made of rice – rice scrub Yoyo – skin massager Chips – capsules/ application Bar – cleansing beauty bar, black soap – charcoal bar Dark chocolate – face mask, ingredient in a product Pomegranate – anti-ageing properties Coconut scrub – coconut flakes Clotted cream – whipped – texture – foaming face wash Frosting – last step in skincare routine Spray – Pillow spray, relaxing/ detoxing Oils – essential oils, cruelty-free ingredients

Appendix 6 Theming the Ideas 1. Sun Protection UV Patch Moisturiser spray with SPF BB cream with SPF

5. Probiotic Skincare Bacterial face wash Face milk Ampuoles and capsules

2. Anti - Pollution Detoxifier Detox dust face mask Beauty tape Blackhead strips

6. Innovative Packaging Beauty wand Beauty bar Skin massager Spatula/pump Refillable pots Face brush

3. Wearable Tech Eye adhesive sticker Micro 3D printed face mask Light therapy masks 4. Natural ingredients Cleansing stick Sea salt Sheet masks Pimple patches Tea cleansing gel Pillow spray Essential oils/serums BB creams

7. Sustainability Tin cases Reusable/refillable skincare Slow beauty recipes 8. Personalisation Serum oil MaskiD app Motion activated skincare Training sticks

Illustrations YourGoodSkin logo Boots, 2019 (online). Available at: https://www.boots.com/ yourgoodskin (Accessed Feb 2019).

Sheet mask Jouke Bos, n.d. (online). Darling. Available at: https:// www.darling-creative.com/artists/jouke-bos (Accessed Feb 2019).

Orange face mask Bath and Body, 2015 (online). Pinterest. Available at: https://www.pinterest.co.uk/pin/313352086552678397/ (Accessed Feb 2019).

Pink petals Maeva Delacroix, n.d. (online). Pinterest. Available at: https://www.maevadelacroix.com/ (Accessed Feb 2019).

Multi-coloured moisturiser Owen Silverwood, 2019 (online). Available at: http://www.owensilverwood.com/vogue-india/ is80eozowx3vk7a8spv645w2bn1qf0 (Accessed Feb 2019).

Purple moisturiser Maeva Delacroix, n.d. (online). Pinterest. Available at: https://www.maevadelacroix.com/ (Accessed Feb 2019).

Face wash close up Into The Gloss, 2018 (online). Available at: https:// thechalkboardmag.com/best-way-to-wash-your-face (Accessed Feb 2019).

Blue smudges Pinterest, n.d. (online). Available at: https://www. pinterest.co.uk/pin/683210205948242179/?lp=true (Accessed Feb 2019).

Blue moisturiser Biotherm, 2019 (online). Pinterest. Available at: https://www.pinterest.co.uk/pin/112871534389153005/ (Accessed Feb 2019).

Origins logo Seek Logo, n.d. (online). Available at: https://seeklogo. com/vector-logo/316973/origins (Accessed Feb 2019).

Gold social media icons Logos, n.d. (online). Available at: http://www.logospng. com/facebook-instagram-gold.html (Accessed Feb 2019).

Clarins logo Clarins, 2019 (online). Available at: https://www.clarins. co.uk/ (Accessed Feb 2019).

Face mask ingredients Johnny Miller, n.d. (online). Pinterest. Available at: https://www.pinterest.co.uk/pin/68961438022487974/ (Accessed Feb 2019).

Tropic logo Wikipedia, 2019 (online). Available at: https://en.wikipedia. org/wiki/Tropic_Skincare (Accessed Feb 2019). Liz Earle logo Wenworth consultancy, 2015 (online). Available at: http://wentworthconsultancy.co.uk/case-study/lizearle/ (Accessed Feb 2019).

YGS Products YourGoodSkin, 2019 (online). Boots. Available at: https:// www.boots.com/yourgoodskin/yourgoodskin-shop-all (Accessed Feb 2019).

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Alma Sumskaite - N0728908 Elissa Dian - N0731055 Eve Holder - N0686258 Nicole Ng - N0731670 Rose Tovell - N0726294 FMBR20002 Fashion Business Solutions Product Innovation Group Report Word count - 3,839 86