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CONTENTS page
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Brand Introduction 1-17
Who is our customer? 18-25
The marketing audit 26-43
Mission Statement Who are we? Our Story The Aim Our Values Our Identity Corporate Objectives The USP Shipping made easy
The target customer Psychographic profile Day in the life of the OMNIS consumer
PEST analysis SWOT analysis Primary Research Brand Positioning Competitor analysis Ansoff product matrix The total product concept Trend drivers
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The marketing mix 44-71
Budgeting and Sales 72-78
Product Key Information Product packaging Product designs Innovative packaging: sugarcane plastic Place Price Production costs Promotion Modern Marketing Techniques Traditional Marketing Techniques Communication plan Launch event
Financial budget Marketing budget Cost breakdown Project timeline Future goals
5 References and appendix 79-84
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Our mission
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helping men and women prioritise self-compassion, giving the same kindness to ourselves as we would to others
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who are we? 1. 2.
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OMNIS is a unisex self-care line aimed at the luxury market. The name of the company is Latin for ‘everyone’, highlighting the all-inclusive approach the company endeavours to have. The concept of self-care accompanies the luxury market effortlessly – both men and women are victims of self-critique, OMNIS encourages the consumer to take a step back and spend a fraction of our time implementing small acts of kindness to oneself. Self-care allows for a boost in self-esteem and an overall improved health.
OMNIS is going to be an online-only retailer, taking advantage of the every-growing e-commerce platform. The product range will be divided in ‘zones’ to allow for easy navigation and clear use of the platform. As a brand we want to give our customers the luxury experience, achieved through a clear website and premium packaging and delivery. Furthermore, OMNIS doesn’t just want to sell to their customers, they want to create a space for people to come together. There will be a section on the website dedicated to sharing and making us aware of articles surrounding sustainability, inclusiveness, gender quality, etc. This part of the brand will help create awareness of problems out society is facing and encourage change.
OMNIS wants to make a change in society and give customers the opportunity to purchase a product which is sustainably made and support a brand who is actively taking a stand against the plastic epidemic. Moreover, we encourage our customers to take advantage of the re-fill option we offer. This allows for customer to simply have their product topped up, keeping packaging to a minimum and increasing the longevity of the product. This option is not only great for the environment but customer also receive a discount when choosing to opt for
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our story The founder of the brand realised she had never come across a skincare or wellbeing brand who catered for men and women equally. Brands typically follow trends mindlessly and divide their male focused products from their female ones. In reality, there is no need for this and OMNIS embraces the fact we all have skin and that both genders have corresponding skin types - men and women should feel they can take care of their wellbeing equally and be able to share products with friends or partners. In our current society it is paramount for brands to take a stand for social justice and help their customers prioritise their own wellbeing. OMNIS stands for the environment, gender equality and making the stigma surrounding self-care smaller. Our passion for the environment allows for our customers to shop in a guilt free environment and feel good about doing it, knowing they are taking a step towards a more confident version of themselves while also choosing product which do not harm the environment in any way.
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“The market is projected to grow at a consistent rate owing to the increase in shelf space and retail stores globally� (PR Newswire, 2018)
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THE AIM Equality - Effectiveness - Simplicity - Fairness
The global natural and organic market accounted for nearly ÂŁ10 billion in 2017 and this figure is projected to further increase into 2018 and 2019 (PR Newswire, 2018). OMNIS is taking advantage of this ever-increasing gap in the market through the employment of the blue ocean strategy; locating untapped market spaces, creating demand and pursuing profitable growth (Kim and Mauborgne, 2005, p.4). As a brand we are determined to shift the traditional wellbeing market and through the use of modern marketing techniques we aim to have an all-inclusive approach by remaining gender neutral. Additionally, we are moving away from the stereotypical ingredients utilised in skincare and beauty products. We want our products to reflect simplicity - Halliday (2017) argues that Millennial beauty consumers are more likely to purchase products that have natural ingredients (25%), are environmentally friendly (12%) and ethically sourced (7%). The OMNIS target market is more aware than ever of the products we decide to implement into our skincare and self-care regime, resulting in a large percentage being pro-nature-based ingredients.
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our values
As a brand we are proud of our cruelty free status, actively fighting the constant battle against animal testing. We want to attract consumers who are as passionate as we are about ending this unnecessary injustice. We encourage for society to stop supporting companies who choose to test on animals – vote with your money and make a difference, help us end this inhumanity.
There is a current demand for unisex products – as a brand we do not believe skincare should be divided according to gender, we all have skin alike so why should both sexes not be treated equally? Brands need to take a stand together to reflect on the potential removal of gender specific labelling, specifying that their products are targeted at everyone, regardless of gender (Poile, 2018).
OMNIS strives to be all-inclusive and market’s their products with this in mind. We are taking a stand to allow for our brand to be appealing to a variety of customers. We are defying stereotypes and supporting an inclusive approach. We want our customers to feel they can relate to the brand in one way or another, regardless of gender, social status, skin colour, race or body fat percentage.
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Our Fonts 1)
Sign Painter
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2)
Leg hug
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vogue
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Our Logo
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our identity Our Design
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Our Colours
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corporate objectives
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In the first financial year: To dominate the market and establish a high end position against direct and indirect competitors. The brand wants to successfully tap into a relatively untouched concept.
Challenge stereotypes: make skincare a unisex and inclusive space, allowing for every consumer to feel integrated. This will allow for OMNIS to reach the top end of the market.
Within the first year OMNIS aims to sell approximately 20,000 units. This figure will allow for the brand to grow accordingly and enable constant improvement and will produce enough profit for future expansions.
Within the first five years OMNIS will have expanded enough to have their own factory and manufacturing. Furthermore, with the success seen in the UK the brand will plan to expand to Asia and America, taking the brand international.
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the unique selling point
In recent years, the ever-growing dilemma surrounding sustainability has been at the forefront of people’s minds. Almost every bit of plastic produced is still on our planet, in one form or another, and in the last ten years we have produced more plastic than the decade before that (TEDx Talks, 2012). These shocking facts reflect why OMNIS was created with this phenomenon in mind, creating a brand which is easily accessible and sustainable – a response to the plastic crisis. By creating this platform we are offering consumers the opportunity to shop in a guilt-free environment – knowing that their money is supporting a brand who has mirroring values. One of our strongest USP’s is that there is no brand currently on the market that offers exactly what OMNIS has to offer. Self-care is a buzzword in today’s society, however, we are rarely encouraged to treat ourselves kindly. The company is different from others because it advises our customers to think of themselves first, encouraging self-compassion. Furthermore, our brand aims to be entirely unisex and have an all-inclusive nature, actively defying beauty stereotypes. The male grooming market is currently values at $47 billion and is projected to soar to an impressive $60.7 billion by 2020 (Coresight Research, 2018). These numbers highlight the opportunity we are given to not only target women in the beauty sector but to also target men. For years the beauty and skincare market has been thought of as ‘female only’ – we are challenging this and tapping into the unmet needs of this growing market. Penultimately, our core concept surrounds the five core wellness concepts: skincare, aromatherapy, sleep aid, gut health and post-workout care. OMNIS will release an 11 item product line, each and every product will be targeted towards one of the aforementioned wellness concepts, helping the consumer achieve an ameliorated overall health. Lastly, there will be a section on the website dedicated to create a sense of community, where customers can find articles on sustainability, gender equality, inclusiveness, etc – this creates improved awareness and shows how the brand is well grounded.
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shipping made easy Made in the UK
OMNIS products are sold on our website www.omniswellness.co.uk – the website was created with a minimal and clear aesthetic in mind to allow for the most efficient and luxury shopping experience. Product purchases can be completed as quickly as five minutes, we offer PayPal for quick purchase or also give our customers the option to save their card details securely for next time. Furthermore, we give customers the option to set up an automatic re-purchase so that the products will already be with them when the estimated product life comes to an end, without the hassle of remembering to order a new one.
Fast & Free delivery
We are so confident in our products that we offer customers the opportunity to return the item free of charge if it does not meet the full expectations of the buyer. All products will arrive with a free return label – we offer a 30-day money back guarantee from the day of purchase.
All of our products are made in the UK, on the outskirts of Liverpool through a third party company. We make regular visits to the factory on the above mentioned company to ensure our products are being created to the highest standard. We ensure their workers are all 18 and above and are paid above minimum wage.
Effortless shopping
We believe that our customers deserve the best and when purchasing a luxury item we would expect quality within the delivery process. Due to this we offer all our customers free delivery when purchasing two or more products. Moreover, we offer next day delivery for £4.99 and next day delivery (on weekends) for £8.99.
Returns
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improving one’s self confidence starts from wellbeing 17
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1. WHO IS OUR CUSTOMER?
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the target customer
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The OMNIS product range is aimed at both men and women who wish to implement self-care rituals into their daily routine to optimise their overall wellbeing. The target customer enjoys using a functional product, with minimal branding and simple natural ingredients. However, they still require for the product to work just as well as others in the market. They like to be associated with products that are environmentally friendly and brands who are actively attempting to make a change in modern consumerism. Fundamentally, they are searching for clear, functional and effective products – they are willing to pay a higher price for the aforementioned qualities, they are seeking for longevity and luxury. Moreover, the target customer wants to look their best every day as they care about their appearance. Despite this, they also practice self-acceptance, therefore prefer a natural look and don’t rely heavily on make-up to boost their confidence. Having a good skincare regime is important to them, although, they often can cut their self-care habits out due to their fast-paced lifestyle. They sometimes need reminding that their wellbeing is a priority. He or she is a stylish individual, renowned for their organisation, independence and success. They like working out, practicing mobility drills or yoga in the morning and like to wind down at night with a kombucha or mocktail. They practice a paleo style diet, prioritising protein intake and consuming majority whole foods – this allows for them to achieve their physical and aesthetic goals. Finally, our core customer is a selfless individual, they care about others – those who are close to them and their family. They take time to spend time working towards their social, physical and mental wellbeing.
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DEMOGRAPHICS The targeted demographic is non-gender specific, the concept is to create products that are unisex and therefore are appealing to both genders. In 2017 Deloitte projected that 99 million millennials make up the largest segment of the luxury market, overtaking the 77 million boomers (Goldston, 2017). Additionally it is important to remember that “millennials are three times more likely to be driven by trends than older consumers and are less defined by routine” (Goldston, 2017). This gives brands the opportunity to target luxury consumers through trends, allowing for young & new brands to penetrate the market. Our target demographic believes that experience is the reason why retail still exists, exceptional consumer experiences are what drives consumers to come back and remain loyal to the brand. The luxury experience does not only encompass high quality products and a fancy store - customer expect the brands to go above and beyond, including never-seen-before additions. Our customer expects there to be a multisensory experience – creating the unexpected (Goldston, 2017). When spending more money on a product online, customers develop higher expectations, packaging and design needs to be of extreme quality. Additionally, delivery is expected at no additional cost.
PSYCHOGRAPHICS Industry insights claim that “thousands of women believe that engaging in nurturing care of their own bodies, minds and spirits should fall behind the needs of everyone else” (Caprino, 2015). Furthermore, they find the prospect of applying what in theory should be a daily ritual of self-care challenging. This mindset is being challenged by industry professionals, finding that incorporating a variety of non-negotiable self-care behaviours gives physical, mental and emotional energy (Caprino, 2015). The brand’s targeted customer enjoys maintaining a healthy lifestyle, balancing moving their body and taking care of themselves. They feel a certain amount of pressure to always present themselves at their best, which reflects their impulsive and adventurous shopping behaviours. 27% of millennials are facing issues with weight acceptance (Meredith Magazine, 2014), constantly battling with self-sabotage. A higher quality self-care regime has the potential to make the customer prioritise their own health and well-being. Our targeted customer recognises the above and is willing to invest in feeling their best. The OMNIS consumer bases their behaviours on boosting their own confidence, while also trying to uplift others surrounding them, whether is it family, friends or a smiling stranger. Our customer is open mind, a trend follower and is aware of the current political and environmental problems.
behavioural The product line aims to target both women and men, therefore, behavioural characteristics have been taken into consideration. According to Zorzini (2017), men and women both do most of their purchases from their laptop. Although men are 45% more likely to use their phones for purchases, women on the other hand, are 74% more prone to buying a product when there is a sale on. With this in mind, the website will be easy to navigate on both laptop’s and phones as this is what our target customer prefers. Moreover, sales will be promoted at varied points throughout the year. Both women and men equally find free shipping important and need in-depth product descriptions as well as customer reviews. These factors in particular allow for the purchase decision to be smooth and decisive. The target customer is also a conscious shopper, seeking for a guilt-free space to make purchases. Studies have found that the aforementioned customer can be distinguished by specific socioeconomic variables, personality traits and attitudes (Fredrick and Web- ster, 1975). Recycling specifically as a behaviour, is commonly associated with a socially conscious customer. The environmentally conscious consumer engages in purchase behaviours which are consistent with their own standards of responsibility (Fredrick and Webster, 1975). From this research we can gather that the aimed customer practices behaviours which are characterised by responsibility, keeping themselves accountable for their actions.
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P a s s i o n a t e a b o u t t h e i r h o b by
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Adventure driven forward thinking
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creative 23
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wants to stay healthy
family Orientated
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a day in the life of an omnis consumer 13.30 pm: lunch break, meets with partner at a health cafe and get a nutritious meal. 5.00 pm: walks home, listens to an entrepreneurship 7.00 am: 5 minute meditation, followed by a cold show- podcast. er. morning skincare routine. 6.00 pm: has a quiet hour relaxing and 7.30 am: get dressed in active wear, lululemon or under reads a book. current read: why im no longer talking to white people about race by reni eddo lodge. lights a armour is their go to. calming candle to help them feel relaxed. 8.00 am: walk to the gym and do an f45 class with gym7.30 pm: goes to a restaurant or cocktail bar with partfriends. sweat it out. post workout care when they get ner and meets another couple for a catch up, dinner and home. magnesium spay is their favourite. some drinks. 9.00 am: walk home, make a nutritious breakfast. most 9.00 pm: arrives home from dinner and common meals: a protein smoothie, porridge topped begins to wind down with coconut chips and almond butter or avocado on toast with a poached egg. 9.30 pm: applies face mask and meditates for 15 min9.30 am: walks to work, grabs a juice on the way, puts utes, then foam rolls. in reusable cup. 10.00 pm: sits down with partner to watch their favourite tv series. current obsession: game of thrones. to 10.00 am: arrives at work, gets down to it and works on current projects while also operating the rest of the watch next: power. team. 11.00pm: goes to sleep to get a full 8 hours of sleep. 11.30 am: called in for a meeting, organising events for the business. 6.30 am: wakes up, makes a coffee with oat milk. rolls over and performs in bed stretches to start the day.
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The Luxury Millenial “Millennials don’t buy luxury goods to impress others, they buy premium products because they believe they are better” (D’adamo, 2017) Generation Y Age range: 36-39 Sex: female Income: high disposable income Purchase influences: quality, longevity, style, brand reputation, individuality Attitudes to shopping: would rather purchase high quality products, new luxury, purchases in-store and online Most common purchases: designer homeware, luxury skincare, statement designer accessories Values: Family first, environmentally aware, driven, work focused Activities & lifestyle: workout for wellness Shopping behaviour: Invests in design/high quality items, not afraid of high prices, impulsive Brand loyalty: Strong loyalty to brands with young & fresh ideas, high quality products – strong brand identity is paramount
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PRIORITISE YOUR OWN HEALTH AND WELLBEING
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2. the MARKETING AUDIT
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P e s t
Politics:
- Brexit continues to be at the forefront of the news. While negotiations carry on, the EU appears to hold all the cards and Theresa May needs to comply with their wishes. - The “nanny state” is being favorited by politicians. They have proposed an energy drink ban for under 18s, obligatory calorie count on menus and the removal of checkout sweets. A reduction in obesity levels will effectively improve quality of life and also save money for the NHS. - Danger of a no-deal Brexit. - There is a risk of losing nearly £1bn of EU funding.
Economic:
- The chancellor has spoken about the potential need of an increase in tax to pay for the NHS. - The recent hot summer has boosted the UK economy, tourism seeing an all-time high. - Increasing worry that if the UK leaves the EU without a deal, significant shortages will be seen. - Consumers are more aware and conscious than ever – fear of terrorism persists.
Social:
- Banksy shreds his auctioned piece of art ‘Girl With Baloon’ just after being sold for over £1 million. - Princess Eugenie celebrates her scar by wearing an open back dress to her wedding. Showing that scars are not something to be ashamed of. - Hurricane hitting the US. - The Bahamas are predicted to become underwater sooner than we expect. - Medical Cannabis prescribed from November. - Reproduction rules are broken: same sex mice have babies.
Technology:
- Microsoft ‘Bring’ has suggested racist topics when searching in specific terms, they are expected to take action. - Virtual reality researchers are studying the effects of ‘embodiment’. These experiments have shown to reduce racial bias and domestic violence. - Apple continue to nominate the tech industry after releasing the new iPhone. - An algorithm which was being utilised for recruitment by the e-commerce giant Amazon was reported sexist and therefore, was scrapped.
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swot analysis: Strengths:
Weaknesses:
- Gap in the market for a self-care beauty line. - Created as an online platform so it is accessible to all. - All products are created with both men and women in mind. - USP: gender fluid, target audience is everyone (any age, sex, race). - Ethos and values: The whole range will be vegan and cruelty free. - Innovative aspect: When accessing the platform an optional questionnaire will be proposed to the customer. With the answers a combination of products will be recommended to the customer.
- Could be expensive to try create a beauty line which is so diverse and stands for cruelty free and environmentally friendly. - Would require a large investment to initiate the brand. - Large amount of competition in the beauty market sector – beauty giants such as Sephora dominate the industry. -Partnerships with bloggers and influencers are yet to be established. - A new brand has no reputation – requires reviews and word of mouth to gain popularity. - Potential lack of competitive strength. - Is the brand trying to be ‘too many things’, trying to be environmentally friendly and all-inclusive.
- Concept is non-seasonal.
Opportunities:
Threats:
- Influencer partnership – the ethos of the brand is in line with many of the current beauty influencers. A collaboration will be discuss to market the brand. - All-inclusive approach: a wide diversity of models and influencers. - Gap in the market for gender inclusive brands. - Environmentally friendly packaging: there is an opportunity to pave the way for other brands and to opt for plastic free packaging. - When the brand develops and becomes successful there is the potential to become a brand carried by beauty leaders such as Sephora, Debenhams, etc. This removes the market giants from the competition.
- Brand may not take off – people may not like the idea of having a gender fluid brand. Sticking to traditional brands. - People might have strong opinions towards sharing beauty products with men and the line being non-gender specific. - Beauty is an incredibly saturated market – difficult to penetrate successfully. - New technologies/concepts can distract the customer before the brand is established. - Sustainable products have an increased price - are customers willing to pay extra for this guilt free platform?
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primary research Primary research was conducted in the form of a survey, gaining valuable quantitative data. The purpose of sending this survey out to as many people as possible was to gain a deeper understanding of the market OMNIS is aiming to penetrate. By gaining quantitative data we were able to expose findings from a wider demographic, allowing for information to be drawn surrounding consumption behaviours and what would motivate customers to purchase from a new and up-and-coming wellbeing brand. Furthermore, 1 on 1 interviews were conducted with the target customer to further inform myself on the needs of the OMNIS consumer (see appendix 1). This allowed me to also gain qualitative data.
Q2) When considering wellbeing - do you prioritise all three aspects: mental, physocal, and social?
Q1) Do you implement acts of self-care? Yes - Daily
Yes - I consider all three equelly
Yes - Weekly
No - I prioritise mental aspects
Yes - Monthly No - never Yes - Rarely
No - I prioritise physical aspects No - I prioritise social aspects Other
Q3) When buying self-care products is it possible to find products that are unisex and/or sustainable? Yes - very easy Yes - fairly easy
Q4) Is it important for you that brands nowadays challenge stereotypes and allow for diversity?
Strongly agree Agree Somewhat agree
Yes - possible but challenging No - Exetremely rare I don’t know
Neither agree nor disagree Somewhat disagree Disagree Strongly disagree
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Q5) Who do you believe has the most responsibility to act sustainably?
Q6) Do you like it when beauty/ skincare brands add information of their ingredients and why they benefityour skin?
Me Everyone The younger generations The older generations Celebrities
Yes - simple ingredients No - I rely on brand reputation
Influencers Other
Other
Q7) Would you be willing to pay a slightly higher price for a high-quality product that is sustainably made and has the option to be re-filled for a discounted price?
Yes
No
Q8) Would you be interested in being part of a ‘no bullshit’ community, fighting for inclusiveness, breaking diet culture and spreading the message of sustainability? Yes
No
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key findings
From extensive primary research It is evident that there is a place in the market for a brand such as OMNIS. Out of 87 respondents in my questionnaire 55 of them, 63% said they implemented acts of self-care, daily. This highlights the market for a brand which sells products which enhance and go with the experience of self-care. Although most people consider all three aspects of health (physical, mental and social) equally (55% of respondents), 21% said they prioritised physical aspects above the others, 13% said they prioritised mental aspects more than others and the remaining 11% said the prioritised social activates. This highlights a need customers have but may not realise they want – balance for overall health and wellbeing. During the questionnaire when being asked who they believed has the most responsibility to act sustainably the grand majority responded with ‘everyone’ – which is a promising response when considering an environmentally friendly brand. Furthermore, I received some interesting answers from the ‘others’ section; established brands, manufacturers, the governed and CEOs. This reinforces the need for environmentally friendly packaging – customers are looking more and more into how to make our consumerism non detrimental for the planet. When the respondents were asked if they liked it when beauty/skincare brands add information and their products and explain how they are of benefit, a staggering 93% responded yes, reinforcing the ethos of the brand of only utilising simple ingredients with clearly listed benefits. Through the questionnaire I have also found that costumers are generally willing to pay a more premium, luxury standard price for a product which is sustainably made and has the option to be re-filled at a discounted price. This underlines how willing costumers are to make a difference in the world when they are given the ‘convenient’ opportunity to. Moreover, customers will remain loyal when they consistently utilise the product through the re-fill option. By completing one-on-one interviews I got to understand personal and more in-depth target customer behaviours, wants and needs. One of the interviewees made me especially aware of how important it is for customers to try the products before purchasing them online – this made me re-think my promotional strategies and consider implementing pop-up stores, especially for the launch. On top of this a collaboration with beauty subscription boxes such as Glossybox, Birchbox, etc would allow for the product to reach more customers. Additionally, the same interviewee proposed that it would be important to her if portion recommendations were given on the infographic which is included with a product. This will make sure the product is used appropriately and will last as long as possible.
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brand positioning OMNIS will be launched into the luxury wellbeing sector, above direct competitors
Cowshed and NEOM, but below indirect competitor Tom Dixon. The following grids on the right hand page show where the brand will position themselves in comparison to direct and indirect competitors. From this we can deduct that the up-and-coming brand has more indirect competitors than direct competitors, as there is not a brand in the current market who offers exactly what OMNIS has to offer. Indirect competitors Sephora and Cult beauty are both retail giants in the beauty and skincare realm, in the future OMNIS has plans to have their products carried and sold through these planforms. This will further expand the brand and it will gain reputability. Furthermore, the second grid on the right hand page exemplifies where OMNIS will sit when considering the mass market, the exclusive market. As seen, the self-care brand will be positioned in an area not man brands are positioned, edgier than NEOM, howver, at a similar position when considering the mass market. OMNIS will be 60% edgy and 65% exclusive. We want this new brand to be successful and appealing to a large customer group. Sephora and Cult beauty are renowned for carrying a large variety of brands, even exclusive ones, however, are considered mass market. By having our products sold through these beauty giants we can further expand to the mass market without jeopardising the exclusivity of the brand.
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High price
Low quality
High quality
Low price
Edgy
Mass Market
Exclusivity
Conservative
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direct competitor 4p’s : neom Product - Luxury wellness products - Concept: you can’t look good if you don’t feel good - Traditional wellness products: bath salts, oils, candles, etc. - Offers a reasonably wide range of products – timeless, not following specific trends. - 100% natural fragrances – no petrochemical paraffin or mineral way, no artificial perfume. Only pure essential oils. - Classic minimalistic style – clean and chic looking
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Place - There are 5 Neom Organics stores located in the UK, one of them being located in Leeds. I visited this store and its location alone was impressive. The store is located in the Victoria Gate, a luxury shopping location found in the northern city. The store is in a modern and extravagant building, reflecting the premium brand. - Their products are carried by giants such as John Lewis, Selfridges, M&S, Brown Thomas, Feel Unique, Amazon, etc. This gives the brand further exposure and increased sales. - The online platform is less premium, but nevertheless clean and detailed. The website is easy to navigate and it is easy to refine your searches. There are many promotional discounts on the website, which takes away slightly from the ‘premium’ standard of the brand. It appears more warm and inviting.
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Price - Middle market premium price architecture. - Encourages customers to purchase products as a bundle. - Often have sales to clear stock – participated in the giant black Friday sale to spike sales. - Price varies from £45 candles to £94 bundles of skincare. - Large price architecture.
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Promotion - Neom promotes latest product, well-known products, general promotions and discounts through social media channels. Most active on platforms such as Instagram, Facebook and Twitter. - Products are sent out to influencers to gain further exposure. Samantha Maria is an example of a beauty and fashion influencer who has been sent products – although not paid post, they hope she will show the products on her own social media, which she did. - Wellbeing blog on their website. - Their promotional techniques have room to improve on, there is an opportunity to expand in multi-marketing channel promotions – giving it a more premium brand personality. The brand image is not overly strong.
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indirect competitor 4p’s : tom dixon Product -Self-taught British designer who created a brand who specialises in lighting, furniture and accessories. - Luxury, designer, exclusive ‘feel’ products. - Offers a wide variety of luxury interior items, allowing customers to achieve the home of their dreams. - Mixes traditional and modern to create distinctive pieces of furniture. - Products are constructed with extremely high quality materials – reflecting the price and the brand reputation. - Although Tom Dixon is not a direct competitor, the concept of a high quality and luxurious product appeals to the OMNIS market, therefore, comparison in paramount.
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Place - 7 stores across the world, 2 in London, 1 in Hong Kong, 1 in Tokyo, 1 in New York and the last one is found in Los Angeles. - Shops are extremely luxurious, reflecting the exclusivity of the products sold. All the store spaces are well designed to showcase how the products fit a space successfully. - Offers a high tech, minimal website which words efficiently and is easy to navigate. Making it as easy and effortless as possible when shopping online.
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Price - Price varies from £250 - £5,220 for different products among the site – however there are exclusive products in store which increase further. - Premium price architecture – never offers promotional pricing. Doing so allows for the brand to remain premium. - Made to measure or customisable is offered due to the design nature of the brand - this justifies the high price tag.
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Promotion
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- Active on social media platforms such as Instagram, Facebook and Twitter. - Tom Dixon collaborates with other companies to further expand his consumer reach. A recent example is the collaboration with Native Union – Tech accessories. - Another collaboration Tom Dixon was a part of was with IKEA in 2017, bringing luxury items to the famous Swedish company all over the world. - Tom Dixon also does talks on platforms such Business of Fashion, GQ, etc. - Magazine spreads and appropriate marketing platform. - He successfully has created a brand which is marketed at a customer with a high disposable income and is seeking for designer, one-of-a-kind interior items.
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competitor
conclusion T
hrough comprehensively analysing direct and indirect competitor marketing strategies I can conclude that the OMNIS direct competitors offer a narrow range of products, targeting no specified part of wellness. This reinforces the gap for a brand who produces high quality, luxury standard products aimed at self-care. Primary research has further established the increased demand for a product line which is exclusively aimed at personal amelioration. Furthermore, throughout my research I have highlighted a gap in the market for a beauty product line which is not only unisex but also environmentally friendly – taking a stand for the importance of finding alternative packaging. Producing high quality products and having a strong, clean and minimalist brand personality will inevitably be successful. The value proposition for the collection will be that the product packaging for the skincare products will be made of sugar cane plastic, while the rest will be of glass. Additionally, the ingredients will be natural and non-extensive – only a few key ingredients will be selected, we value ‘less is more’ statement. The brand will offer a comparable luxury to Tom Dixon, who is an indirect competitor. OMNIS will also offer the warmth and clean aesthetic of NEOM organics – a careful combination of the two styles of company. Through the analysis of the direct and indirect competitors it is evident that there is room for improvement within the promotion section, and the products are not overly innovative - heavily relying on brand reputation to guarantee the success of the brand. OMNIS will gain this reputability through influencer maketing alongside more traditional marketing methods.
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ansoff product matrix Making reference to Ansoff ’s Matrix framework 1965 (Doyle, 2016).
Product Present
Present
Market penetration OMNIS will penetrate the market with the use of the Blue Ocean marketing strategy and strategic alliances, allowing for a successful launch of a new product concept – a self-care product range.
New
Market development The market development is taking wellbeing products and challenging traditional product packaging and ingredients utilised to suit a recognised market.
New Product development New product development for self-care maintain simple yet effective ingredient lists, and innovative product packaging, sugarcane plastic. Producing a product line which careful combines of these three aspects. Breaking traditional beauty standards.
Diversification The product range is tapping into a new untouched market, targeting consumers who want a non-gender specific brand. This is established through psychographics and behavioural segments.
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the total product concept Potential concept
- Global expansion - store openings? - Collaborations with influencers who mirror the companies core values - Starting a podcast - each week interviewing a professional expanding on the importance of self-care rituals.
Augumented product
- When more than one product is purchased free shipping is offered. - On-going after sale support if customer has ant queries regarding products. - ‘Trash’ points accumulated when re-filling products and after a pruchase. - Customer satisfaction is a priority. - Heart felt - sustainable and ethical consumption
Actual Tangible product
Core Product
- Self-care products: Innovative and evidence based ingredients. A variety of products: gut-healing boosts, sleep aid, aromatherapy, essential oils and beauty products. - Unisex products - designed for both men and women. All inclusivie and diversity is championed through marketing. - Packaging - sustainable, no plastic, re-fillable option. - High quality product. - Brand name: OMNIS - Latin for ‘everyone’.
- Optimising all three elements of self-care: Physical, mental and social health. - Self-care rituals implemented into the daily routine. - Inclusion, wellbeing and sustainability all in one package. - A community created who prioritises wellbeing and mental sanity above weight, gender or body shape.
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trend drivers t h e m a r k e t The beauty and personal care market sector has boomed since the trend was forecasted in 2017. Since then, ‘selfcare’ has become a buzzword in the beauty and wellbeing sector. Being kind to oneself and treating our body and mind with kindness is an important aspect of self-care. In a lot of cases, we are our worst critics and we concentrate on other people’s health and happiness before our own. Taking a step back and spending a fraction of our time implementing self-care could impact us in ways we don’t even know yet. The recent ever-growing diet culture has taught generations to be restrictive and to aspire to achieve a certain body or look which we might not even be capable of achieving. Both men and women are victims of following fad diets and taking part in the vicious cycle of losing weight and gaining it back again shorty after. Self-care comes in to play here to prioritise self-esteem, guthealth and encourages a boost in confidence. Additionally, the Male grooming market is currently valued at $47 billion and is projected to soar to an impressive $60.7 billion by 2020 (Coresight Research, 2018). These statistics highlight the opportunity for brands to refrain from simply targeting women in the beauty sector. For years the beauty and wellness has been thought of as being ‘female only’. Companies need to remove this stereotype and take on a more inclusive approach, both women and men should practice self-care regularly to optimise health and wellbeing. The Male grooming market ought to be exploited by beauty and wellness brands due to the ever-increasing demand. There is no apparent reason as to why the amount of target customers should be halved due to gender. In today’s society companies are emerging with more inclusive ways to market their products, responding for the current demand for unisex products. For centuries both women and men have been fighting for equality, demanding for both sexes to be treated equally, nowadays this has been stretched further. Customers are demanding for brands to support and spread a message of gender equality. In recent years, the ever-growing dilemma surrounding sustainability has been at the forefront of people’s minds. Society is generally aware of the problem surrounding plastic, however, there are still a lot of companies who don’t give customers the option make a more sustainable choice. On the other hand, there are people who are aware of the phenomenon but are choosing not to be mindful about it, this may be due to the fact they don’t think their actions will have sufficient impact. Moreover, it is estimated that roughly 8 million tonnes of plastic are dumped in the world’s oceans every year. Scientist have approximated that there are more than 5 trillion pieces of plastic afloat in our oceans worldwide. In some places there is more plastic than plankton, and unfortunately this plastic is being mistakenly eaten by marine animals. Furthermore, microbeads used in facial scrubs, toothpaste and cosmetics are a significant source of ocean microplastics, a non-damaging form of these products needs to be adapted to avoid the devastating repercussions to our ocean. There are many industries behind this statistic, however, the beauty world is one of the largest contributors. The packaging of a product is a big part of the cosmetic industry, what a product looks like is an attraction to customers. Regrettably the packaging of these products is often hard to recycle appropriately, customers don’t have the knowledge of how to dispose of them properly, and often they end up throwing the product away and purchasing the exact same. Furthermore, there are single-use products such as face wipes and cotton pads. A report by the World Wildlife Fund suggests that in 2018, the UK alone will utilise 10.8 billion wet wipes and 13.2 billion cotton buds (La Pompe-Moore, 2018). Packaging alone is responsible for 40% of total plastic usage – this showcases the need for a solution which can be rapidly scaled to stop the mountain of plastic which is flooding our oceans (La Pompe-Moore, 2018) – innovation is paramount.
UNDERSTANDING THE MARKET NEEDS
certified wellness
neutral culture
e-motion economy
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blurring the lines between confidence and health.& 43
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3. the MARKETING mix
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the marketing mix
product
Products are defined as anything being proposed to the market for attention, acquisition, use and/or consumption. However, need to have the purpose of satisfying a consumer’s wants or needs (Kotler et al, 2013). Products often offer both tangible and intangible benefits, delivering not only a physical item but also an idea, community, aesthetics, etc. The aim with luxury products is to not only sell a product but to give customers an experience they will potentially come back for. Levitt (1980) argues that customers buy products to gain benefits and emotional meaning, this a key point when considering product strategies. Products have a purpose, however, most products are purchased to give customers improved wellbeing, purpose and/ or happiness. The new concept ‘OMNIS’ will release a 11 item product line, designed with a unisex aesthetic and functionality in mind, aiming for the design to be appealing to both men and women. The below mentioned physical items aim to also be accompanied by the highest standard of customer service. Our customers are paying a higher price due to the fact there will be an innovative re-fill option at a discounted price, sustainable and environmentally friendly packaging alongside extremely high quality ingredients which are ethically sourced. Furthermore, all products will come with a key ingredient infographic. This will clearly show the customer which ingredients make up the product and how they benefit the body and mind. Together with this information, there will be includ-
ed evidence of where each ingredient comes from and the ethical details of the making of the products. This process allows for the brand to label itself transparent and ethical. Furthermore, the re-fillable procedure will be clearly explained. This will positively incentivise the customer to make more sustainable choices and become a loyal customer. Due to the ever-growing trend of embracing flaws and natural beauty, today’s consumers are seeking for products which are natural but also ethical, paying increasing attention to the ingredient list of a product. Additionally, consumers appear to be seeking for new and exciting products but from the convenience of their own home. They are demanding for products to be available on an online platform, giving in-depth descriptions of how the product is revolutionary. Halliday (2017) argues that Millennial beauty consumers are more likely to purchase products that have natural ingredients (25%), are environmentally friendly (12%) and ethically sourced (7%). The OMNIS target market is more aware of the product which we decide to apply into our skincare and self-care regime, resulting in a large percentage being pro-nature-based ingredients. Throughout our range of products will be saying NO to the following factors: No GM, No toxic chemicals, No parabens, No synthetic fragrances, No Nano particles, No animal testing.
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t h e p r o d u ct m i x :
p r o d u ct l i n e : u n i s ex
p r o d u ct t y p e :
p r o d u ct t y p e :
p r o d u ct t y p e :
p r o d u ct t y p e :
p r o d u ct t y p e :
skincare
aromatherapy
sleep aid
gut healing
post-workout
whipped clay face mask
essential oils
soothing spray
calming candle
probiotic night cream
sleep body oil bedtime candle
inner beauty drink
magnesium spray
superfood mix powder
pocket mist
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key information infographic Below you can see mock ups of the key infographics customers will receive when they make an order from our website. Customers nowadays are seeking for information on the products they are buying, justifying each and every ingredient and validating the purpose of purchase. In recent times, science has been leading skincare products, essentially confusing consumers as most commonly ingredients ingredients are not recognised. Consumers want to know what they are applying on their skin or ingesting, falling back into simplicity rather than complicated ingredients they don’t know the properties of. Furthermore, the infographic will include a step by step explanation for how to use to product appropriately and how much product to use each time so that the longevity of the product is preserved. Lastly, a ‘how to re-fill me’ and a ‘how to recycle me’ section will included so that the customers can easily be made aware of the option to re-fill the product at a discounted price and are made conscious of how to appropriately dispose of the products purchased to e as environmentally sensible as possible.
The front:
The Superfood drink
Green juices have a bad reputation we know, but overall and optimised health starts from taking care of the inside. Most of us neglect our gut health so here we are reminding out to take care of yourself.
1) How to use me Step 1: Pour about 1-2 teaspoons of green goodness into a glass. Start with small amounts and build yourself up. Step 2: Add in filtered water to taste. Step 3: (optional but reccomended) Squeeze half a lemon and add a teaspoon of agave syrup. Step 4: Enjoy!
The back:
+
+
=
GLOW
Advanced formula
2) My ingredients Ingredint list: Spirulina powder, acai powder, wheat- grass powder, digestive enzyme blend, turmeric, manuka honey, apple cider vinegar, ginger root, chlorella powder. This crazy sounding blend of powers is cleansing, gut-healing wonder. Filled with antioxidants and natural ingredients to help the body al- kalize, eliminate toxins, boost gut health and promote that healthy glow we are all looking for. Add to some water and drink daily.
3) How to re-fill me We would love for you to take advantage of our re-fill option, which is the healthiest for you and for the environment. If you simply would like for your product to be topped up as you are running low, for a discounted price, we will do this for you. You only need to send the product back or bring the container to your local John Lewis, Boots or Superdrug - who have all agreed to send the product to our manufacturer for the good of the planet. With each purchase we provide a ‘return label’ and a ‘re-fill label’ - utilise the re-fill lable to send the product back free of charge and purchase a product on our wesite under the re-fill section for 20% off your next purchase. 4) How to recycle me Our products and 100% recyclable and biodegradable, therefore our customers can place the packaging in an organic waste bin, or send it back to us and we will dispose of it for you. However, the best solution is use our re-fill option.
Together we can make a difference
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The Bedtim
For a better
e Candle
night
sleep
100% recycled cardboard
S I N OM
plastic free option
packaged to perfection
The Superfoo d
drink Do it fo r your gut
environmentally friendly
biodegradale packaging
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product designs
fla t d r a w i n g s
Soy candle
Soy candle
Calming wood w ick | hand poured
Bedtime
zzz
wood w ick | hand poured
W hipped clay
mask
Magnesium spray Pocket mist 75mL - 2.5 FL. OZ.
50mL - 1.7 FL. OZ.
50mL - 1.7 FL. OZ.
10mL - 0.3 FL. OZ.
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Essential ls
Sleep body l
75mL 2.5 FL. OZ.
75mL 2.5 FL. OZ.
500mL - 17.5 FL. OZ.
GLOW
Advanced formula
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relaxing candle Calming candle: 100% natural blend of sustainable rapeseed wax and lemon, fir needle, clove and sweet basil essential oil. This calming candle is perfect for the slower winter months, hand poured into a glass jar with a wood wick. The careful blends of lemon, fir needle, clove and sweet basil revoke comforting feelings while also uplifting the mood and creating a calm atmosphere.
Soy candle
Calming wood w ick | hand poured
Soy candle
Bedtime
zzz
wood w ick | hand poured
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soothing spray Calming candle: 100% natural blend of sustainable rapeseed wax and lemon, fir needle, clove and sweet basil essential oil. This calming candle is perfect for the slower winter months, hand poured into a glass jar with a wood wick. The careful blends of lemon, fir needle, clove and sweet basil revoke comforting feelings while also uplifting the mood and creating a calm atmosphere.
Calming and soothing spray: Organic grape, rosemary and rose extracts, water, peppermint oil The combinations of ingredients make this product a quick way to refresh your skin, wherever and whenever. Peppermint oil is used for respiration relief, stimulating calmness, soothing sun burns and prevent- ing toxins forming on the skin.
Magnesium spray
Magnesium spray Pocket mist
50mL - 1.7 FL. OZ.
50mL - 1.7 FL. OZ.
10mL - 0.3 FL. OZ.
50mL - 1.7 FL. OZ.
50mL - 1.7 FL. OZ.
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detox face mask Whipped Clay Mask: Bentonite clay, apple cider vinegar, tea tree oil. Unique because when it comes into contact with fluids it starts to swell – and has a strong negative charge. Toxins are positively charged, therefore it helps attract and absorb the toxins from the skin. This mask also con- trols the overproduction of sebum, which can often lead to breakouts, tea tree oil is great for the skin as it has antibacterial properties. Apple cider vinegar is also a great ingredient as it as antifungal and antiviral properties. Great for: Acne prone skin - controls oil production and prevents break- outs
W hipped clay
mask
75mL - 2.5 FL. OZ.
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oil me up Essential Oils: English Lavender, Jasmine and Sweet rosemary A Calming mixture of essential oils to help stay relax and calm at any point during the day, or at night. This pleasant scent has the ability to lower anxiety levels when combined with breathing techniques. Accord- ing to a study, when subjects were exposed to lavender and rosemary scents the group experienced feelings of calmness and decreased stress levels (Gilbert, 2006).
Essential ls 75mL 2.5 FL. OZ.
Sleep body l
Sleep body oil: Passion flower oil, organic tamanu oil, blood orange essential oil, rice bran oil The combination of these ingredients creates a product which leaves the skin feeling nourished and smooth, leaving the customer with hydrat- ed skin by the morning. Passion flower oil is rich in vitamin C and beta-carotene which provides powerful antioxidants. Organic tamanu oil is known for its anti-aging properties and skin regeneration, blood orange essential oil improves radiance and the elasticity of the skin.
75mL 2.5 FL. OZ.
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gut health duo Superfood mix powder: Spirulina powder, acai powder, wheat- grass powder, digestive enzyme blend, turmeric, manuka honey, apple cider vinegar, ginger root, chlorella powder This crazy sounding blend of powers is cleansing, gut-healing wonder. Filled with antioxidants and natural ingredients to help the body al- kalize, eliminate toxins, boost gut health and promote that healthy glow we are all looking for. Add to some water and drink daily. Inner beauty drink: Coconut water, Aloe Vera powder, seaweed extract, lemon juice, probiotic elixir This combination of ingredients promotes hydration from within. Aloe Vera helps reduce inflammation in the body and has a general calming effect. Coconut water is renowned for being high in potassium, which helps keep electrolyte balance in the body, furthermore, this concoction is full of probiotics which have gut healing properties. How to use: Mix with water and drink daily.
GLOW
Advanced formula 500mL - 17.5 FL. OZ.
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probiotic hit Probiotic night cream: Prebiotic thermal spring water and Mi- crobiotic complex (mixture of live probiotics) “The greater the variety of bacterial species on the skin, the healthier its barrier will be, and the less dryness, inflammation, itching and stinging you’ll experience’ (Allure, 2018). This quote highlight the key benefits when incorporating probiotic infused creams daily.
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introducting innovative packaging: sugarcane plastic
Thanks to major innovation and product advancements, sugarcane is now being utilised to help solve our plastic problem without giving up the ‘feel’ for plastic. The latest developments are creating renewable products like bioplastics and bio-packaging. This evolution in packaging materials will hopefully eradicate conventional plastics, which are unfortunately part of our everyday lives, littering our planet and oceans. The problem with plastics is that they are economically and environmentally unsustainable, which makes the progression of bioplastics so exciting. Recently, high-tech innovations have uncovered that sugarcane ethanol can substitute petroleum, which creates a far more environmentally stable product.
OMNIS will introduce this innovative material to its products to try maintain the ‘feel’ of plastic without harming the environment. In our industry innovation is paramount.
W hipped clay
mask
The bioplastic market is still a niche one, however, more and more companies are being pressures into being more environmentally conscious and are looking for an alternative to traditional packaging. Coca-Coca, has made a step in the right direction by launching their “PlatBottle” a PET made with Brazilian sugarcane. More giant companies will follow the lead and switch up their packaging to keep their conscience clean and consumer happy (SugarCane.org, 2018).
75mL - 2.5 FL. OZ.
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An alternative to petroleum based plastic... Raw materials – Sugarcane captures CO2 through small pores on their leaves and helps recover the soil – is it commonly planted and degraded pas- ture land in Brazil, more than 2000km from the Amazon rainforest (EcoStore, 2018). Extraction – Sugarcane is harvested and processed to then extract its starches – this process and conversion stereotypically releases carbon dioxide into the atmosphere. Our product removes carbon from the atmosphere as it grows, helping our customers reduce their carbon footprint. Only around 1.4% of Brazil’s land is utilised to produce ethanol and the sugarcane production for plastics represent 1.7% of the total production of ethanol, which is 0.02% of Brazil’s land (EcoStore, 2018). Refining – The starches extracted from the sugarcane are processed and converted from ethanol to ethylene. This process is not a new one, it has been practiced since the 1920s. The scale of the operation is the innovative part of the process. Sugarcane ethanol has allowed for the industry to drive down costs, making it a competitive material (EcoStore, 2018). Manufacturing – Our product packaging is made by using particles of the compounds. Our journey and challenges are transparent, making our packag- ing safe and aesthetically desirables. We want to maintain ethical and sustaina- ble goals while producing a product which our customers will love. Disposal – Our products and 100% recyclable and biodegradable, therefore our customers can place the packaging in an organic waste bin, send it back to us and we will dispose of it for you. However, the best solution is use our re-fill option.
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the marketing mix
place
OMNIS is going to be launched as an online-only retailer, taking advantage of the ever-growing e-commerce platform and being mindful of not spending a large sum of the primary investment towards setting up a store. Furthermore, shopping centres and town centres are experiencing an unprecedented decreases in footfall. Data is presenting that over march and April footfall has not been as low as it is in 2018 since the recession in 2009 (BBC, 2018), this denotes the risk of opening a store at a time when convenience is the modern customer’s primary focus. When shopping for luxury products, customers expect an extraordinary customer experience, which can be easily achieved through a clear website and premium packaging and delivery. The website will be designed so that there are ‘sections’ or tabs describing how the customer might feel; so if the customer is feeling anxious, the website will be clear to navigate and will be easy to find a product which fits their needs. Moreover, the website will have a modern and minimalistic take, embracing
the ‘less is more’ mindset. There will be a section on the website dedicated to create a sense of community, where customers can find articles on sustainability, gender equality, inclusiveness, and many more. This part of the website will help create awareness, while showing how OMNIS is different to others brands. We have a responsibility to use our platform to educate our customers, giving the public an opportunity to make sustainable choices, informing the public on how we need to change our mindset from the ‘throw away’ society we have become, to a more mature and respectful one. We want our customers to use their money to support brands who care about the environment, fight for social justice and who is willing to stand up for the minorities. We encourage our customers to get in touch if they want to speak out about an ongoing issue, we want to provide a platform for them to utilise.
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Our products
Our story
Our ethos
Why you should burn a candle while revising
GraceFitUK’s review of our product line: a vegan’s perspective
Studies have shown that when trying to revise students can often find their living situation stressful or distracting. By burning one of our candles...
Grace Beverly is an Oxford University student who has build an empire online through her journey and documenting fitness progress and sharing food dieries. She has recently turned ...
Soy candle
Bedtime
zzz
wood w ick
| h a nd p o u r e d
Our blog
Black friday s on..
We rarely offer prom we believe for our p of highest standards ate pricing needs to However, we want t our loyal customers Friday sale when...
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the marketing mix
price
The pricing strategies for OMNIS will be a combination of cost based pricing and customer value pricing. The pricing of the products will be comparable to luxury brands, mirroring the quality and sustainability of the products sold. The cost based pricing will be calculated by adding production costs and marketing costs to the mark-up figure. This will give a rough idea of where the price point needs to be set to allow for sufficient profit. Start-up funding is made up of a combination of savings (£8,000), a private investment (£3,000) and a commercial loan (£4,000). The start-up budget calculates for web design, product photography, branding, marketing, business registration, time and labour. OMNIS will initially be launched as an e-commerce business, enabling the company to save money whilst the brand looks to gain foothold in the market and become more reputable amongst consumers. The pricing strategy will allow for the product to successfully enter the market and satisfy the needs of the target customer. Margin goals will be between 40- 50% in the first few years, but eventually the margin will be pushed to 60-70% when production can be increased (Brown, 2017) and therefore economies of scale can be exploited. When thinking of pricing a product, it is paramount to consider the buyer’s perspective, the price needs to reflect the func-
tionality of a product, ensuring that the design is practical and sustainable. However, a slight loss would be tolerated and understandable due to start-up costs and the juvenile state of the business. Moreover, the quality of the product is often reflected in the price, a luxury product is usually a more expensive product. To reflect this, the OMNIS product will have a luxury standard RSP – However, there will also be cheaper products available in hope of enticing potential consumers to try the brand and allow for them to experience the high quality and functionality of our products. Price is essentially the only direct stream of revenue in the marketing mix, making this element a crucial part of the marketing mix. In the company’s first year the main goal is to make conservative profit while allowing for the brand to gain popularity and traction from customers. Future assumptions will be made on the basis of sales performance and economic activity. In the future the brand aims to successfully partner with beauty giants such as Sephora and Cult Beauty to increase sales and utilise their platform to fain further recognition in the market place, subsequently increasing the brand reputability amongst consumers, making it the most crucial element of all.
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p r o b i ot i c n i g h t c r ea m - £120 w h i p p e d c l ay fac e m as k - £ 9 5 s o ot h i n g s p r ay - £ 9 7 i n n e r b ea u t y d r i n k - £ 4 5 s u p e r f o o d m i x p ow d e r - £ 4 5 ca l m i n g & d e b t i m e ca n d l e - £ 6 5 essential oils - £27.50 p o c k et m i s - £ 2 7 . 5 0 s l e e p b o dy o i l - £ 2 5 m ag n e s i u m s p r ay - £ 2 5
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GENERAL PRODUCTION COSTS
INDIVIDUAL PRODUCT COS
Design Costs - Research and development £4,000 - Label design, packaging design £3,000 - Design development £4,000 - Branding, web design and product photography £3,000 - Business registration, business insurance, patents/trademarks £2,000 Total design costs: £16,000 Production Costs - Product development (formula development, testing and labelling) £20,000 - Manufacturing costs / production £2,500 - Labour cost / employee salary (starting with one employee with aspirations to expand) First employee would be paid £20,000 per annum – but potentially wait to employ until the business has launched and is showing signs of thriv- ing. - delivery service Flat rate with DPD £2,000 - Packaging £2,000 Total production costs: £26,500 (£49,500 including one employee salary) Administration costs - Premises (Warehouse storage) £600 - Travel £1,000 - Communication – phone, web access, post £500 - Regulatory – do any of your products require testing and approval before legal sale to the general public £2,000 Total administration costs: £4,100 Promotional costs - Marketing and promotions (campaign, sponsored social media posts, you- tuber endorsement, outdoor advertisement) £2,000 - Branding, web design and product photography £6,000 - Pop-up store budget £4,000 Total promotional costs: £12,000
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COSTING
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the marketing mix
promotion
According to Forbes (2017), Millennials appreciate when companies include behind-the-scenes information on their projects. Behaving transparently will create a strong brand-customer relationship, allowing for the consumer to connect and relate with the company. Companies should also prioritise feedback from the target customer, connecting and taking on feedback with the focus demographic. For OMNIS it is paramount to take this into consideration and be open and honest with their customers, creating trust in the relationship and showing how they are making a profit while also acting sustainably. Millennials want their creativity challenged, inspiring them to act for a cause is essential. As a generation they are more concerned with experiences rather than traditional marketing methods, they ought to be entertained while also being educated. Furthermore, engagement and a better understanding of the brand will be achieved through personal and authentic experiences for the customer. Individualised experiences, high-quality customer service, social media engagement and authenticity are of paramount importance. OMNIS will have a creative input to its marketing strategies to make sure the brand is appealing but also relatable to the target market. Due to the fact Millennials are more concerned with
experiences rather than traditional marketing methods, OMNIS will have produce inspired content from competitions and customer feedback. Furthermore, OMNIS will have a strong social media presence and will encourage engagement with customers online. Millennials often engage on their smartphones while watching TV or during commercial breaks (Hur, 2016), ignoring the high priced traditional advertisements but paying attention to their favourite influencer who is promoting a product. Moreover, once the brand has gained traction and is more recognised by consumers, pop-up stores will be organised. This will give customers the chance to buy the products first hand and to also try them. Customers are sometimes reluctant to buy products before they can try them first, at the event samples will be given to those who attend the event and information on the ingredients and packaging will also be provided. Taking this into consideration we can gather that the promotion section of the marketing mix is an extremely important one in the marketing mix. OMNIS will participate in influencer marketing and will implement pop-up stores in busy locations, getting the word out about the company.
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modern marketing techniques Alongside the more traditional marketing strategies, OMNIS will have a strong brand presence on social media. According to DeMers (2014), social media has been and still is the current buzzword in marketing. It allows for increased brand recognition, giving brands a platform for our content and voice to be expressed. Furthermore, it allows for customer engagement, receiving feedback from the public and allowing us to understand our core customer better. This leads to increased brand loyalty – “A strategic and open social media plan could prove influential in morphing consumers into being brand loyal” (DeMers, 2014). Moreover, positive social media engagement can lead to higher
brand authority and increased inbound traffic. This combination of advantages allows for the interaction with major influencers – leading to an increase in sales and overall customer engagement. The ultimate advantage of social media marketing is the cost effectiveness – it drives down overall marketing costs but still receives high numbers of customer engagement. Even paid advertisements through Facebook and Twitter are comparably cheapy. Overall, the inclusion of strong social media marketing strategies has an array of benefits for the company.
OMNIS
Omnis - connect with wellness
Hello everyone!
WELLNESS
OMNIS
@Omnis The brand new self-care brand OMNIS - products ranging from skincare, aromatherapy, sleep aid, post-workout care and gut health.
@Omnis Introducing our latest product - the calming candle! get your hands on it at: www.omniswellness.com
OMNIS
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traditional marketing strategies During the brand’s first financial year they might not have the capital to afford traditional marketing techniques, such as the outdoor poster’s that are pictured below. Despite this, once the brand has sufficient profits outdoor advertise-
ments will be planned around populater areas. Tube stations will be targeted around central London, due to the heavy footfall.
Brand n self car ew unisex e line. us out Check w w w. o m a t nis.com Soy candle
Bedtime
zzz
wood w ick | hand poured
”p rhieolrpiitni sge ms eelnf -acnodm wp aosms ieonn ,
giving the same kindness to ourselves as we would to others
“
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influencer e n d o r s e m e n t Knowing that millennials interact well with influencers, OMNIS will participate in influencer endorsement, creating a relationship with beauty, health and fitness influencers with large social media followings. Influencers such as ‘Venetiafalconer, ‘Zannavandijk’, ‘Uhnonee’ and ‘GracefitUK’ all have a strong impact on the purchase decisions of their followers, while also having mirroring value to OMNIS. All three influencers are
making conscious efforts to make their lives more sustainable and make an effort to speak out about social issues such as gender equality, feminism, the plastic epidemic and the climate catastrophe. Below are brief descriptions of selected influencers OMNIS will create partnerships with, explaining why and how they’d be a good fit for the brand.
zanna van dijk Zanna, a certified personal trainer and co-founder of #girlgains is also a widely recognised fitness and health influencer, who has recently turned to the sustainability lifestyle and mindfulness. Her passion towards helping the environment and spreading the message of sustainable living has led her to co-creating the swimwear brand ‘Stay Wild’ – a brand that crafts swimwear from recycled ocean plastic, created and designed here in the UK. Zanna has been passionate about the ocean and the plastic epidemic for a few years now, and is closely linked with the charity Sea Shepherd (Van Dilk, 2018). Moreover, she organises beach cleans across the world, making people aware of the amount of waste we produce which ends up in the ocean. To
help doing this she created the closed Facebook group ‘Living Consciously Crew’, where she and the members can share sustainable swaps, petitions and videos of areas most affected by our shopping behaviours. All of the above information makes Zanna a perfect fit for our brand as her values are strongly related to OMIS’. Creating a product that is sustainable and plastic free is important to the brand and having spokesmodels promoting our message is a key part of our branding and spreading the word. Furthermore, Zanna has a broad target audience, with over 65k subscribers on her YouTube channel and 240k followers on her Instagram page.
uhnonee Uhnonee, who was previously known as ‘TheTinyTank’, is a certified personal trailer, podcast producer, blog writer, fitness enthusiast and a self-proclaimed intersectional feminist. Oenone is a millennial who is speaking out for social injustice through her Podcast ‘Adulting’, she covers controversial topics as well as discussing general life and explaining how she transitioned from being a teen to an adult. She works through her mediums to promote fitness and overall wellbeing. Furthermore, she is
making an attempt at decreasing her meat and dairy intake, making sustainable swaps and is fighting the vortex that is fast fashion. Oenone has around 130k followers on Instagram, 8K subscribers on YouTube and a 5 star Podcast show. Recently, Oenone and Venetia did collaborative podcast episode expanding on the fast fashion epidemic, veganism and sustainable living. This shows how both influencers are very suited to the OMNIS brand and will share the message we stand for.
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OMNIS
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A Full day of mindful eating and self-care | OMNIS unboxing haul
48 My eco-friendly new year swaps and resolutions | brands I <3
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the marketing
communication plan Marketing communications
Plan
Advertising
OMNIS will proceed with a few different advertising techniques, allowing for maximum exposure to be gained. The advertising techniques will include the aforementioned influencer endorsement with a few of the selected social media role models. These influencers will create sponsored content and share it across their social media channels: Instagram, YouTube, Twitter, Instagram stories, Snapchat and Facebook. These social media characters will also show sneak peaks of the brand before it released. Each influencer will have a discount code for 10% off, which will incentivise consumers to try the brand out and spread the word. This will also allow for OMNIS to monitor how many sales are enabled through the collaboration between brand and influencer. Furthermore, OMNIS will send out their products to a multitude of influencers without establishing a paid collaboration. Sending social media personalities products can often result in them showing and talking about their products to their following, allowing for further brand exposure. A video campaign will be created and ‘teases’ will accompany this, using vague messages and hints will keep the customer engaged and wanting more. This allows for hype and excitement for the brand launch to be created.
Publicity
A launch party will take place at the popular London venue ‘Sketch’. At this event a pop-up store will be put in place to allow for the public and influencers to gather a taste of the brand ethos and the value of the products. The event will have a strong minimal clean theme, but the venue will also enable for some social media attention as Sketch is a popularly photographed location. According to Halliday (2017) 65% of Millennials say they would be interested in visiting a beauty pop-up store – this statistic highlights the reasons as to why it is a key part of the brand’s publicity to create the launch party in a pop-up store style. Moreover, invitations will be sent out to press photographers attracting attention and media coverage. This gives the brand an opportunity to be further exposed, gaining visual photographs of the launch event, the products and the people who attended. Well known bloggers, YouTubers and Instagram icons will be invited to attend and gifted products to try at home, with the hopes that they will share the brand’s social media pages and encourage new customers to try the brand.
Branding
Sales promotions
Social media platforms will be created with the brand identity in mind. Instagram, Facebook and Snapchat will be particularly focused on, the feed will feature pictures of products, re-posts of reviews, highlights of environmental and social issues, etc. It is paramount for the feed to be varied, showing high quality products, how they work and how they are environmentally sustainable and created with both men and women in mind. The branding of the products will maintain a minimal and clean look, having the logo featured on the bottle while also having clear instructions on use and a brief description of the ingredients, including an explanation of each individual component's benefit. A sketch of the product aesthetic will be provided at a later point in the branding design phase. The packaging of the products will be premium, sustainable and long-lasting. Furthermore, when an item is ordered it will arrive to the consumer in as environmentally friendly as possible packaging, encouraging the consumer to make use of the re-fillable option for a discounted price when re-purchasing. Customers are incentivised to purchase OMNIS products through influencers as they receive a 10% discount when using their promotional code. Using this promotional technique should increase sales and boost brand exposure. Additionally, there will be a yearly black Friday sale, allowing for up to 50% off selected products. In 2018 we have seen Black Friday e-spend to have soared reaching $6.4bn in the US (Halliday, 2018), this figure highlights how Black Friday shopping is fast becoming one of the most awaited sales of the year, where customers take advantage of the masses of sales and do the grand part of their Christmas shopping. Depending on the success of the first few sales, more will be implemented around specific dates (ie. Mother’s day, Father’s day, Christmas shopping, etc).
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exclusive pop up event Pop-up events can be a golden opportunity when building a brand. It is argued that events are an experience customers can live through, and an opportunity for brands to engage with the customer – as in the future these customers will hopefully become brand advocates. When planning a pop-up event it is paramount to know who you are talking to and who you want to target. For an OMNIS pop-event, it is important to target the core demographic. Furthermore, there is a multi-layered strategy when event planning: - Make sure the product is being respected – investing financially and emotionally into the customer having a positive experience will be the foundation of a good brand reputation. The aim of the pop-up experience is for the customer to buy into the brand and become a loyal, term-term customer. To do this, customers need to be in the right headspace when they get to the event, and we need to put ourselves in their shoes in order to create a memorable experience. As a brand we aim for customers to: 1) Think (spark or trigger emotion) 2) Do (purchase, but connect with the brand) 3) Feel (An emotional connection to the brand) The aim of a pop-up event for us at OMNIS is to gain direct engagement & increase sales. A way of measuring this will be giving customers discount codes at the event and analysing how many customers then utilise this to make a purchase. This is a way of measuring the success of the pop-up event and to decide on whether to make these a yearly event. Event date – Saturday 27th April 2019 Event Location – Rooftop location in London Event Location price – £3,600 (Tag Venue, 2018) Capacity – Up to 100
The event location and dates have been planned for the time of year and are weather appropriate. When planning OMNIS will need to plan / take into consideration how all the products are going to get there, who runs the event, brand representatives, cash/card payments, how customers are going to find out about the event and how products will get back to the warehouse. Throughout the whole process ROI will be taken into consideration, but increasing brand awareness is also extremely important.
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4. budgeting and sales figures
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financial budget operations p r o d u ct i o n c o s t s design costs administration costs p r o m ot i o n a l c o s t s employee wages (future) cost of materials (for 10,000 units) t ot a l c o s t s ( w i t h o u t e m p l o y e e w a g e s )
marketing budget promotional mix campaign video & sponsored social media posts b r a n d i n g , w e b d e s i g n & p r o d u ct p h ot o g r a p h y outdoor advertisement (future) pop-up store / launch event t ot a l
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C o s t
b r e a k d o w n
1) production
2) design
costs
costs
3) distribution costs
Ingredient costs: See page x for specific cost breakdown of each individual product. Labour costs: 3rd party manufacturing company who maintains ethical production costs – we will also work with a brand, such as McKLords, to product the labels with environmentally friendly materials. Product manufacturing: We would aim to achieve a price of £2-3 per unit for our products, making orders of 500-1000 units per order. The more successful the brand gets the larger orders we will place, this will drive price down. Products will also be tested in house and via the manufacturing cost to prove efficiency and safety (Patton, 2018).
Research and development will be done through a 3rd party manufacturer with expertise in the area – collaborating with industry experts is vital when releasing a new product in a crowded market. Working with blending companies can cost around £2,500 – however, the design process is one of the fundamental stages of creating a new product. The customer sees your product before they will try it, therefore, investing in the business is paramount.
In the UK: Most of our sales are predicted to start in the UK and expand later when the brand is more recognised. We will have to factor warehousing costs, according to the industry professionals I interviewed it should cost around £600 a year. Additionally, we need to factor lorry and fuel costs. Outside of the UK When the brand expands, warehousing will expand to countries abroad to cut down delivery time and pricing, this will be taken into consideration in the future. Currently, we need to factor in lorry costs, fuel, air costs and international shipping costs.
4) delivery
costs
After speaking with McKLords owner Richard Lord, he estimated that they currently pay approximately £7 for up to 25kg and roughly £40 per pallet. When delivery to customers in the UK, we aim to offer free deliveries when spending over £70. This is maintaining a premium customer service. Customers expect to not have to pay an additional cost for delivery when they are already paying a premium price for the product. Shipments to outside of the UK will cost on average between £15-£35, depending on the distance of the country. This estimation is gathered by comparing shipping prices from NEOM organics and COWSHED, along with advice received from Kerry Michael and Richard Lord.
5) brand partnership
OMNIS will collaborate with ‘The Ocean Legacy Foundation’ and TerraCycle. There will be an option at checkout to donate £1, £2 or £5 to The Ocean Legacy Foundation. Furthermore, yearly donations will be made for weather gear, food, clothing, waste management supplies, health supplies, etc. Moreover, anything as a company we vow to send anything we can’t recycle ourselves to TerryCycle – a company that specialises in recycling products which are deemed to be ‘unrecyclable’. Partnering with these companies comes with a cost, yearly donations will amount to £200£600 a year, depending on customer donations. Sending the products to TerraCycle will also be an additional expense of around £200-£300.
6 ) w e b s i t e a n d \\ product branding
The OMNIS website will be designed by an outsourced company, specifically designed to make e-commerce accessible and easy to navigate. I want to use an external company who will create a website which resonates with the brand and has extensive knowledge of website design. The company outsourced should also provide product photography and general website photography. The website should also be well designed to be accessed on a smartphone – this is paramount for our society. LS25 web design in Leeds offers the option to pay £90 a month, with the option to design the website every two years to keep the brand current and relatable.
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September: Researching macro trends, linking them together and finding the target market to match.
november: design devel& opment, sketches, draw& ings. further research into ingredients and product safety.
2018 october: arrange meet& ing with third par& ty company, look into finances and target pricings for the demo& graphic.
first prototype sent off, design develop& ment continues.
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january through February: prod& uct line is finalised and prod& ucts have been tested. marketing strategies have also been final& ised and arranged. influencers endorsements have been estab& lished.
april: launch event takes place and the website for omnis is live. orders are now being accepted.
2019 march: launch event organised and set-up, invitations sent out to celebrities, key employers of sephora etc, influencers.
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may through july : analyse key findings and keep track of sales. begin planning product line expansion.
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future goals 1) Expand product range 2) Recruit staff 3) Open stores across the UK 4) products sold in sephora 5) Be featured in GQ & Vogue
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r e f e r e n c e list - Allure, 2018. 8 of the Best Skin-Care Products Infused with Probiotics. [Online]. [Accessed 28 November 2018]. Available from: https://www.allure.com/ gallery/probiotics-skin-care-products
- Kim, W. C. and Mauborgne, R. 2005. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Massachusetts: Harvard Business Review Press.
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- Caprino, K. 2015. Why Millions of Men and Women Find Self-Care So Challenging And How To Make It Easy. [Online]. [Accessed 28 October 2018]. Available from: https://www.forbes.com/sites/kathycaprino/2015/06/10/why- Meredith Magazine. 2014. Understanding the new female customer. [Online]. millions-of-men-and-women-find-self-care-so-challenging-and-how-to-make- [Accessed 28 October 2018]. Available from: https://www.insightsinmarketing. it-easy/ com/media/1170/women2020_millennial_051415__2_.pdf - Coresight Research. 2018. Deep Dive: Global Male Grooming Market. [Online]. [Accessed 10 October 2018]. Available from: https://www.fungglobalretailtech.com/research/deep-dive-global-male-grooming-market/
- Poile, M. 2018. Alphas: Inlcuisde Parenting. [Online]. [Accessed 18 November 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/80405/page/1
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- PR Newswire. 2018. Global Natural & Organic Personal Care Market 2018. [Online]. [Accessed 14 November 2018]. Available from: https://www.prnewswire.com/news-releases/global-natural--organic-personal-care-market-20182026-growth-trends-key-players-and-competitive-strategies-300675255.html
- DeMers, 2014. The Top 10 Benefits of Social media marketing. [Online]. [Accessed 11 December 2018]. Available from: https://www.forbes.com/ sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#3a4d43351f80
- SugarCane.org. 2018. Bioplastics Further Unlock The Potential of Sugarcane. [Online]. [Accessed 7 December 2018]. Available from: http://sugarcane.org/ bioplastics-further-unlock-the-potential-of-sugarcane/
- EcoStore. 2018. A sweet approach to the plastic problem. [Online]. [Accessed 7 December 2018]. Available from: http://www.ecostore.co.nz/sugar-plastic
- TEDx Talks. 2012. Tanya Streeter | TEDxAustin 2012. [Online]. [Accessed 4 November 2018]. Available from: https://www.youtube.com/watch?v=odIXWv1m2a8
- Frederick, E. and Webster, Jr. 1975. Determining Characteristics of the Socially Conscious Consumer. Journal of Consumer Research. 2(3), 188-196.
- Van Dilk, Z. . 2018. About. [Online]. [Accessed 25 November 2018]. Available from: http://www.zannavandijk.co.uk/about/
- Forbes. 2017. Eight Marketing Strategies To Attract Modern Millennials. [Online]. [Accessed 23 November 2018]. Available from: https://www.forbes. com/sites/forbescoachescouncil/2017/08/28/eight-marketing-strategies-to-attract-modern-millennials/#1b44e0b750f3
- Zorzini, C. 2017. Infographic: An analysis of Online Shopping Habits of Men & Women. [Online]. [Accessed 20 October 2018]. Available from: https:// ecommerce-platforms.com/ecommerce-news/infographic-online-shopping-habits-men-vs-women
- Gilbert, K. 2006. Soothe Your Senses with Lavender. [Online]. [Accessed 28 November 2018]. Available from: https://www.psychologytoday.com/us/articles/200606/soothe-your-senses-lavender - Goldston, N. J. 2017. What you need to know about luxury consumer trends for 2018. [Online]. [Accessed 1 November 2018]. Available from: https://www. forbes.com/sites/njgoldston/2017/12/29/what-you-need-to-know-about-luxury-consumer-trends-for-2018/#224985c521eb - Halliday, S. 2017. Millennials embrace ‘natural’ beauty looks and products – report. [Online]. [Accessed 28 November 2018]. Available from: https:// www. wgsn.com/news/millennials-embrace-natural-beauty-looks-and-prod- ucts-report/ - Hur, E. 2016. Marketing Mix: Promotional mix. DESN 1335 Fashion Marketing. 9 February, University of Leeds.
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image r e f e r e n c e s Figure 1: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman.
Figure 16: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/277956608231503968/
Figure 2: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman.
Figure 17: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/ARa7gpR3DtzAZy9P-1y9Ah6m1SqmcgiZk_ZiF54Th77bzuJ9uXwWSVk/
Figure 3: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 4: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 5: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 6: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 7: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 8: Pinterest. 2018. [No title]. [Online]. [Accessed 22 December 2018]. Available from: https://www.pinterest.ch/pin/341288477986697190/ Figure 9: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 10: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 11: Wikimedia Commons. 2018. File: World map without Antartica. svg. [Online]. [Accessed 22 December 2018]. Available from: https://commons. wikimedia.org/wiki/File:World_map_without_Antarctica.svg Figure 12: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 13: Bird, S. 2018. Photograph taken for OMNIS. [Image]. At: Location in Grand Cayman. Figure 14: Pinterest. 2018. [No title]. [Online]. [Accessed 22 December 2018]. Available from: https://www.pinterest.ch/pin/533535887088520612/ Figure 15: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/273241902377064165/
Figure 18: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/429601251944318178/ Figure 19: Instagram. 2018. [no title]. [Online]. [Accessed 28 December 2018]. Available from: https://www.instagram.com/p/Br8Ad9VHjns/ Figure 20: Instagram. 2018. [no title]. [Online]. [Accessed 28 December 2018]. Available from: https://www.instagram.com/p/BrTl5UJHe7n/ Figure 21: Instagram. 2018. [no title]. [Online]. [Accessed 28 December 2018]. Available from: https://www.instagram.com/p/Br6sT1TH5UH/ Figure 22: Instagram. 2018. [no title]. [Online]. [Accessed 28 December 2018]. Available from: https://www.instagram.com/p/BivlXO6Fd3s/ Figure 23: Instagram. 2018. [no title]. [Online]. [Accessed 28 December 2018]. Available from: https://www.instagram.com/p/Bd5HqCeFW35yOTipCwf42Qwy7XFSxr-sM6arwI0/ Figure 24: NEOM Organics. 2018. [no title]. [Online]. [Accessed 6 December 2018]. Available from: https://www.neomorganics.com Figure 25: NEOM Organics. 2018. [no title]. [Online]. [Accessed 6 December 2018]. Available from: https://www.neomorganics.com Figure 26: Bird, S. 2018. Photo taken outside of the NEOM store. [Image]. At: Leeds: Leeds Victoria Gate. Figure 27: NEOM Organics. 2018. Blog. [Online]. [Accessed 6 December 2018]. Available from: https://www.neomorganics.com/wellbeing-blog/ Figure 28: Instagram. 2018. [no title]. [Online]. [Accessed 6 December 2018]. Available from: https://www.instagram.com/neomorganics/ Figure 29: Instagram. 2018. [no title]. [Online]. [Accessed 6 December 2018]. Available from: https://www.instagram.com/neomorganics/ Figure 30:
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Instagram. 2018. [no title]. [Online]. [Accessed 6 December 2018]. Available from: https://www.instagram.com/neomorganics/
from: https://www.pinterest.ch/pin/468444798735167023/
Figure 31: Tom Dixon. 2018. The Mirror Ball Family. [Online]. [Accessed 6 December 2018]. Available from: https://www.tomdixon.net/mirror-ball-stand-chandelier-gold.html
Figure 46: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/387309636681015550/
Figure 32: Tom Dixon. 2018. [No title]. [Online]. [Accessed 6 December 2018]. Available from: https://www.tomdixon.net
Figure 47: Instagram. 2018. [no title]. [Online]. [Accessed 28 December 2018]. Available from: https://www.instagram.com/zannavandijk/
Figure 33: Tom Dixon. 2018. Table. [Online]. [Accessed 6 December 2018]. Available from: https://www.tomdixon.net/shop/furniture/tables.html Figure 34: Tom Dixon. 2018. Gift set. [Online]. [Accessed 6 December 2018]. Available from: https://www.tomdixon.net/shop/accessories/tom-dixon-gift-sets.html Figure 35: Tom Dixon. 2018. Gift set. [Online]. [Accessed 6 December 2018]. Available from: https://www.tomdixon.net/shop/accessories/tom-dixon-gift-sets.html Figure 36: Tom Dixon. 2018. Gift set. [Online]. [Accessed 6 December 2018]. Available from: https://www.tomdixon.net/shop/accessories/tom-dixon-gift-sets.html Figure 37: Instagram. 2018. [no title]. [Online]. [Accessed 6 December 2018]. Available from: https://www.instagram.com/p/BqfN2FtjARO/
Figure 48: YouTube. 2018. [no title]. [Online]. [Accessed 28 December 2018]. Available from: https://www.youtube.com/results?search_query=uhnonee Figure 49: YouTube. 2018. [no title]. [Online]. [Accessed 28 December 2018]. Available from: https://www.youtube.com/results?search_query=zanna+van+dijk Figure 50: TagVenue. 2018. Lounge & Balcony. [Online]. [Accessed 11 December 2018]. Available from: https://www.tagvenue.com/rooms/london/2803/58ve/ lounge-balcony Figure 51: TagVenue. 2018. Lounge & Balcony. [Online]. [Accessed 11 December 2018]. Available from: https://www.tagvenue.com/rooms/london/2803/58ve/ lounge-balcony
Figure 38: IKEA. 2018. Delaktig. [Online]. [Accessed 6 December 2018]. Available from: https://www.ikea.com/gb/en/collections/delaktig/ Figure 39: YouTube. 2018. Tom Dixon on his design past, present and future |Braun | British GQ. [Online]. [Accessed 6 December 2018]. Available from: https://www. youtube.com/watch?v=zV4-Ej_TECg Figure 40: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/398639004506859069/ Figure 41: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/262897696978669342/ Figure 42: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/264868021821166915/ Figure 43: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/81416705746045470/ Figure 44: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available from: https://www.pinterest.ch/pin/753790056361877859/ Figure 45: Pinterest. 2018. [no title]. [Online]. [Accessed 28 October 2018]. Available
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t h e a p p e n d i x appendix 1 Interviewee 1: 38 year old, middle class, man 1) What self-care acts do you implement on a daily/ weekly/monthly basis? Do you believe it is important for self-care acts to be implemented more often? Body wash daily and moisturiser weekly, yes it is important to implement it more often. I believe that most people neglect self-care as they don’t think that it is necessary to actively monitor ones well-being. I think this behaviour is predominantly associated with males as it is more commonly seen for there to be more female orientated and marketed self-care products. 2) When shopping for self-care items do you shop Online, in-store or both? Why? Online as easier to find exactly what you’re looking for and more of a selection. Furthermore, for other males and I, it is more of a personal experience as oppose to doing the shopping in store and have the fear of other people judging you. 3) When you consider wellbeing, do you consider selfcare to be improving your overall wellbeing? Yes definitely, although when I consider acts of self-care and improving my overall well-being, I do not go out of my way to do these activities. They are merely things that I enjoy and the improvement of my well-being is a bonus.
7) When you are feeling stressed, how do you achieve a more relaxed state? Would you implement acts of selfcare? Yes I would implement self-care, such as face masks and outdoor activities such as dog walking. 8) Do you prefer more natural/organic ingredients when you purchase skincare? Many skincare or beauty products contain long ingredient lists, and most of these ingredients can be toxic to the environment, however we are not made aware of this. Yes a skincare product with more natural and organic ingredients would definitely be my preferred choice. 9) What problems do you find when you purchase skincare/ self-care items if you do? As abovementioned that some contain toxic substances that can be harmful to the environment in their sourcing.
4) The beauty industry is majorly at fault when considering environmental implications – 70% of waste produced by the beauty industry is in fact packaging. Would you be more inclined to purchase products if we offered you the packaging made out of sugarcane plastic? How do you propose a company could make themselves more environmentally friendly? Or more innovative ways of re-filling products? (environmental tax, planet friendly packaging, etc). Yes I would much prefer the products to be packaged in a more environmentally friendly way and also an introduction of an environmental tax to encourage more environmentally friendly production methods. I would happily pay a premium price for products that have been both produced and packaged in as environmentally friendly way as possible. 5) Do you think a unisex product line could be successful? Please state your reasoning. I think it could be successful purely because of the way society is evolving to a more and more inclusive environment, where people are judged less for purchasing goods and services that would not necessarily be for their gender. 6) When purchasing skincare at a premium price, what are your expectations for promotional methods? (social media, pop-up stores, adverts, etc) Pop up stores for sure as they provide an opportunity to test the products and it’s easier to find out more about them.
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Interviewee 2: 35 year old, middle to upper class, woman 1) What self-care acts do you implement on a daily/ weekly/monthly basis? Do you believe it is important for self-care acts to be implemented more often? I have a regular skincare routine that I implement daily – in the morning and night. This is to ensure my skin looks and remains healthy throughout the day and is nourished while I sleep. I believe self-care is hugely important, not only does it help you look good, it helps you feel good on the inside too. I know that is I take time to do my routine I feel more inwardly confident for the rest of the day. Aside from products I take time during the evening to relax – taking a bath with oils to take a moment to turn off from daily life. Such acts help me be more in-tune and energised during my daily life because I have taken a moment of reprise to clear my head and ensure I am sufficiently recuperated. 2) When shopping for self-care items do you shop Online, in-store or both? Why? I often do both; I like to go in-store because there I am able to try products and I think you get a better sense of what you’re buying, particularly with the help of in-store service. Having said this, the easy of shopping online means I readily purchase my ‘hero’ products which I repeat buy because I know what I’m getting. As a busy working woman, the convenient of shopping online is of huge benefit. Furthermore, I can often find the products I want at a lesser price online. 3) When you consider wellbeing, do you consider selfcare to be improving your overall wellbeing? Definitely – self-care is important for the mind, body and soul; these aspects of well-being are inherently interlinked and exercising self-care feeds into each other. 4) The beauty industry is majorly at fault when considering environmental implications – 70% of waste produced by the beauty industry is in fact packaging. Would you be more inclined to purchase products if we offered you the packaging made out of sugarcane plastic? How do you propose a company could make themselves more environmentally friendly? Or more innovative ways of re-filling products? (environmental tax, planet friendly packaging, etc). I think such packaging would definitely enhance my experience with a brand and reinforce the ‘natural’ aspect of the product which is on offer. Furthermore, this would strengthen the affinity I would feel for the brand due to its recognition of the industry’s downfall and its commitment to make a change. This would promote a good brand image and therefore I would be more willing to try this brand; I would believe that product would be premium and organic quality. Refilling product is a great way for innovation – I currently do this with the perfume I have already and it definitely means I return as a customer due to the reduced price I receive. Perhaps making sure products are packaged so that all the product within the package can be utilised – often I cannot get to the bottom of my product and a percentage gets wasted. Furthermore, obvious guidance for how much product to use in order to ration appropriately, not overusing a product and therefore make it last longer and also post-use instruction – clear explanation of how to dispose of the product in the most environmentally friendly way as possible. 5) Do you think a unisex product line could be success-
ful? If yes or no please state why. Yes – fundamentally, we are all human with the same skin and stresses therefore we should approach our self-care equally - this should be reflected in the market. There has been significant shift towards inclusivity and with this, many men are more inclined to try products and share their care regimes. Such a product line would promote a progressive outlook for the beauty and self-care market. 6) When purchasing skincare at a premium price, what are your expectation for promotional methods? (social media, pop-up stores, adverts, etc) I enjoy pop-up stores particularly for skincare – this is because I am given the opportunity to try out the product before I buy. Furthermore, I can ask questions to the ambassadors who can advise me further on the best products for my needs. Social media and adverts can also be impactful because it enables me to get a sense of the brand and therefore the product. Social media and adverts are a good way to communicate what the product stands for and its key selling points – such as, organic ingredients, which would inform my purchase decision and encourage me to buy. 7) When you are feeling stressed, how do you achieve a more relaxed state? Would you implement acts of selfcare care? When I am feeling stressed I ensure that I exercise because I find this relieves the mind and the release of healthy endorphins ensures that I can approach any situation with a positive mindset. I like to maintain a routine – I find if I do not, the stress can before overwhelming and then I do not cope with it very well. This also means that I try to have a moment for myself – to collect my thoughts. I will usually try bathing, listening to music and will always light a candle during the evening as I find it a beneficial way to ‘wind down’. Taking a moment to relax with a magazine or book in this environment always helps me realign my mindset. 8) Do you prefer more natural/organic ingredients when you purchase skincare? Many skincare or beauty products contain long ingredient lists, and most of these ingredients can be toxic to the environment, however we are not made aware of this. I prefer to buy natural and organic products – I would invest more money in product if I knew its origins were natural. Not only ethical reasons but I also believe such products are better for my skin. I think it would be of benefit to have clearly labelled products which explicitly disclose the ingredient list – in this way, I can make an informed choice about product purchase and know the exact product I am using. 9) What problems do you find when you purchase skincare/ self-care items if you do? The main problem I face is the lack of easily accessible transparency; often I am not able to clearly decipher the naturalness of the products I am using and further I am not clearly informed of what product is best for me. Whether that be for ‘dry skin’ or ‘relaxation’ or ‘enhanced sleep’ – simple labelling would help me choose the correct product for my needs, whether this is online or in store. Sometimes I can find the premium too much on a product; whilst I am willing to pay more for a higher valued, better quality and more organic product sometimes I find the premium unreasonable particularly when many brands claim to be ‘organic nature’ of their brand falsely.
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Interviewee 3: 31 year old, middle class, man 1) What self-care acts do you implement on a daily/weekly/monthly basis? Do you believe it is important for selfcare acts to be implemented more often? I wouldn’t personally say I implement ‘specific’ self-care acts, however, I recently have started implementing a basic skincare routine by utilising my wife’s moisturiser and face mask. Since using these product my interest in skincare has spiked and is making me interested in investing into my own skin health. Furthermore, I practice a daily 30 minutes of exercise, whether it is a morning run, a weights session at the gym or playing with my kids outside. This could be encompassed in self-care, as I think it increases my overall wellbeing. I agree with the second part of the question, self-care, is specifically neglected by men. The aforementioned acts of self-care are not done to consciously affect my wellbeing, they are merely acts I do which I enjoy. However, despite this I am keen to implement a more robust self-care regime to help me at times where I maybe need a bit of ‘me’ time. 2) When shopping for self-care items do you shop Online, in-store or both? Why? I personally don’t shop for self-care products, my wife primarily shops in store and she would often buy it for me too. However, if I were to purchase these types of products I would choose to complete these purchases online. The space is private and I can quickly refine my searches to find products more easily. 3) When you consider wellbeing, do you consider selfcare to be improving your overall wellbeing? Definitely, this is reflected in my diet – I like to eat healthily and ensure I have an appropriate diet without restriction. It is paramount for me to make sure I am getting a variety of micronutrients. Overall wellbeing comes from the inside and out. 4) The beauty industry is majorly at fault when considering environmental implications – 70% of waste produced by the beauty industry is in fact packaging. Would you be more inclined to purchase products if we offered you the packaging made out of sugarcane plastic? How do you propose a company could make themselves more environmentally friendly? Or more innovative ways of re-filling products? (environmental tax, planet friendly packaging, etc). Absolutely, when this and other environmentally friendly ways of producing and packaging products are used I am much happier to purchase the product and my experience while shopping can be guilt-free. Furthermore, I would happily pay over the odds to support a company who goes above and beyond to make sure their products and packaging are not damaging our planet and littering our oceans. If a company gave me the opportunity to re-fill my products at a reduced price I would always utilise this – the price advantage and environmental benefits outweigh the curiosity of trying new products.
6) When purchasing skincare at a premium price, what are your expectation for promotional methods? (social media, pop-up stores, adverts, etc) I have recently been utilising social media to find/discover brands, I believe a strong social media presence can really give you an idea of what you’re spending your money for. I also follow some influencers who I’d like to see reviews from etc. This aids my decisions when deciding on which products to buy. Secondly, pop-up stores can be a fun idea for brands to implement – It would be useful to be to try the products and see them first hand before purchasing them. 7) When you are feeling stressed, how do you achieve a more relaxed state? Would you implement acts of selfcare care? I don’t think It would be second nature for me to implement acts of self-care. However, I would be interested in implementing small acts like taking care of my skin, taking a bath, having a smoothie with a superfood powder to boost my immune system etc. Muscle recovery is also a big one for me as I like to weight train 3-4 times a week and a product like the ‘magnesium spray’ the brand offers could be an ‘easy’ way of taking care of my body post workout. 8) Do you prefer more natural/organic ingredients when you purchase skincare? Many skincare or beauty products contain long ingredient lists, and most of these ingredients can be toxic to the environment, however we are not made aware of this. I think skincare and general health products nowadays have ingredient lists which we might as well not have behind products as most of us consumers will not understand or even be interested in reading when it fills the whole back of the product, the writing is also often extremely small to be able to fit all the ingredients included. It would be beneficial for brands to explain specifically what ingredients are in the product, why they’re in the product and why they’re of benefit. 9) What problems do you find when you purchase skincare/ self-care items if you do? As previously mentioned, I do often find it hard to find products which aren’t only directly marketed at women. Typically I wouldn’t purchase something which is only attempting to communicate with a female customer, likewise, I don’t think my wife would buy from a brand which only has a male target market. I would be very interested in buying from a company which aims to target both women and men – I would like to share products with my wife If at all possible. I also experience difficulty when brands don’t make it clear what their packaging is made out of – it would be beneficial to use simple ingredients and environmentally friendly packaging.
5) Do you think a unisex product line could be successful? If yes or no please state why. Yes, for sure – I would appreciate products which I could share with my wife. I think this actually could be game changing for us, as at the end of the day skin is skin and we have very similar requirements when it comes to skincare. Furthermore, beauty/wellbeing products are often only marketed at women, which can be off putting for men.
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