Critical study Final Major Project Proposal Sophie Hales Word count: 1089
Figs 1: Phe Beauty logo (2018)
Phe Beauty
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Fig 2: Phe Beauty Digital Webpage (2018) WiX
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Currently Phe Beauty is an online beauty magazine, dedicated to ‘all things glam’. For my Final Major Project I would like to produce a print version of Phe Beauty, along with an interactive mobile app platform for the publication. After the digital success of Phe Beauty, I believe this is the next step in developing Phe Beauty as a successful magazine publication.
My personal ethos for this project is turning the passion I have for the beauty industry and making it a reality. I value Phe Beauty as my own entrepreneurial brand and aim to use my final major project as a business opportunity; resulting in the growth of Phe Beauty as a brand.
Audience
Fig 3: Phe Beauty bar chart demograhpic (2018)
15% M
16-30 year olds Male and female Interested in the beauty and cosmetics industry
85% F
Although the audience will be mainly female dominated, there has been a rise in male audiences who are interested in the beauty industry. Some of the leading make-up artists, influencers and cosmetic brand owners are males. To ensure Phe Beauty is an inclusive brand, Phe Beauty will be marketed and will offer content to all genders.
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The Market The beauty industry is growing at an exceptionally rapid rate, in 2016 the UK cosmetics market increased by 5% reaching a value of £1841.45 million (Mintel, 2017). The industry doesn’t plan on slowing down, in 2017 a report posted by Global Data on “The UK Health & Beauty Market 2017-2022”, stated that the market is forecast to grow by 21.1% over the next five years (Global Data, 2017).
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Creating a magazine in a large and growing market will allow room for the publication to succeed. Often customers in the beauty market choose to read beauty publications to become aware of new products in the market, to read reliable reviews of products / brands before purchasing and to keep up-to-date with emerging trends / beauty influencers.
Initial Ideas Print
Adding a print edition to the brand will allow Phe Beauty to expand the readership, to an audience that prefers reading about beauty in a more traditional form. The initial concept for the print copy is to develop a professional ‘glossy’ style beauty magazine. The luxurious touch and look of the magazine will symbolise the professional content inside. • Interviews • Profile pieces • Photo stories • Video reviews • Columns • Advertisement features • Scannable GR codes linked to app
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Initial Ideas The App
The Phe Beauty App will be a fantastic platform for the audience to access our content within a few simple clicks. The app will correspond with the style and design of the Phe Beauty brand. The app will also be a useful marketing method and will send down-loader’s of the app notifications with Phe Beauty updates. There are a range of tools online that help develop and build apps, Phe Beauty will utilise these to create a professional app for the publication.
Digital
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The digital version of Phe Beauty will still be available and will run alongside the print edition. New and exciting content will be published, different to the print content. • Product reviews • Video reviews • Columns • Beauty trends / news • Advertisement features
Initial Ideas Social Media
Phe Beauty will use social media as a main marketing method. The brand will be extremely active on Instagram and Twitter. The platforms will increase brand awareness for Phe Beauty, attracting a wider audience that may become aware of the brand through their strong social media presence. Greenwood (2008) argues social media presence can connect to an audience on a personal and immediate level. Consumers will also feel more connected with Phe Beauty as they will be able to communicate via direct messaging with the brand. Posts will include: • Article links • Exciting posts about product and brand releases • Events held by Phe Beauty • Professional photos of products / brands
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Business Plan A business plan is a crucial component in planning a new enterprise or improving an existing one (Dan et al, 2016). The new direction for Phe Beauty will run under an exciting business model that will generate revenue for the publication. In the current climate, simply producing a publication is no longer enough.
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Figs 4,5,6: Doll Beauty (2018) Webpage and Instagram
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With this in mind Phe Beauty will use advertisements and sponsorships deals to fund the cost of the magazine. Due to the large and competitive market, cosmetics brands are currently investing large amounts of money into sponsorships and advertising. Therefore, Phe Beauty will offer ‘endorsement deals’ for brands wanting to use Phe Beauty as an advertising tool.
Business Plan ‘Example of endorsement deal event’ Phe Beauty will work with Doll Beauty, a small UK cosmetics brand, on the launch of their first fake tan product. Subscribers of the magazine will be invited to an exclusive event where they will be able to understand how the product works, test it out and purchase it. From the event, Doll Beauty will receive new customers, a rise in sales and wider brand awareness. It will also work as a networking event for Phe Beauty by allowing subscribers of the magazine to come together as a community and will generate revenue from the Doll Beauty sponsorship deal. Extra endorsement package deals: • Spread in print and digital publication • Social media advertisement
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Competition With a market as big as the beauty industry there is a large amount of existing rivals. Competition is no longer just in the form of traditional beauty publications like Allure and Glamour Magazine. The gap has expanded even further with retailers now jumping on the market to be become beauty publishers in their own rights (Bradford, 2015).
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Fig 7-8: Cult Beauty Digital Publication (2018) ISSUU
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In 2018, Cult Beauty produced their first consumer magazine, where they cleverly used their online publication to advertise the products and brands they stock in.
Competition The table below offers an insight into the competitors Phe Beauty will face when the publication is put on the market. Phe Beauty will be able to compete with rival magazines due to their the inclusive male and female demographic, creative and exciting publication content, various platforms audience can access the publication and exclusive endorsement packages aimed at sponsorship brands.
Fig 9: Sophie Hales (2018) Competitors Analysis Chart
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Smart Ac
Primary and Seco (28th Jan- 15t Conduct research for Phe Beauty- existing publications, the beau audience, research magazine typograph
Generate ideas, cont (16th Feb- 28t Start to explore themes / topics for content. Make contact with po gather ma
Develop t (1st March-30t Finalise all written articles, professional pictures, conduct all in finalised. Create the mobile app. Test magazine printing an
Designing (1st April-30t Design the magazine layout and update Phe Beauty branding usin Ensure QR codes in print publ
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Fin (30th April-5 Ensure the print publication, online and smart-phone app are public
ction Plan
ondary Research th Feb 2019) uty industry, the mobile app industry, conduct surveys aimed at hy, print materials and writing styles.
acts and materials. th Feb 2019) otential advertisement brands. Photo-shoot planning. Begin to aterials.
the project th March 2019) nterviews and test products for the articles. Sponsorship deals are nd materials. Develop social media presence and media kit.
the project th April 2019) ng Adobe products. Ensure mobile app runs and looks professional. lication scan. Gather feedback.
nalise 5th May 2019) finalised. Check for any current or potential issues. Market the cation.
Bibliography Bradford, J. (2015) Fashion Journalism. United Kingdom: Routledge. Dan,G., Lior, H. and Daphna, W. (2016) How To Create A Successful Business Plan: For Entrepreneurs, Scientists, Managers And Students. World Scientific. Global Data (2017) The UK Health & Beauty Market 20172022. Available: https://www.reportsweb.com/reports/The-UKHealth-and-Beauty-Market-2017-2022 [Accessed: 2nd January 2019] Greenwood, G. (2008) Fashion Marketing Communications. United Kingdom: Blackwell Publishing.
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Mintel (2018) The Beauty Economy Outlook for 2018. Available: http://customdirectpromo.com/wp-content/uploads/2018/01/ The-Beauty-Economy-Outlook-for-2018.pdf [Accessed: 2nd January 2019]
List of Figures Figs 1: Sophie Hales (2018) Phe Beauty Logo. [Developed: 10th December 2018] Fig 2: Wix (2018) Phe Beauty Digital Publication- https:// sophiehales.wixsite.com/phebeauty Fig 3: Sophie Hales (2018) Bar chart of Phe Beauty audience. [Developed: 30th December 2018] Fig 4: Doll Beauty (2018) Logo- https://www.dollbeauty.co.uk/ [Accessed: 30th December 2018] Fig 5: Doll Beauty Instagram (2018) Fake tan- https:// www.instagram.com/p/BrlGN3vHv9L44va_LyR4VNkAie_ oHNuUrZUENw0/ [Accessed: 31st December 2018] Fig 6: Doll Beauty Instagram (2018) Fake tan logohttps://www.instagram.com/p/BntEoJNnOgYnofMtT_ uLnRRLT8AShRUs93Rk8o0// [Accessed: 31st December 2018] Figs 7-8: Cult Beauty Digital Publication (2018) ISSUUhttps://issuu.com/cultbeauty/docs/cultbeauty_magazine_ digital_b814cb04d70ebd [Accessed: 31st December 2018] Fig 9: Sophie Hales (2018) Competitors Analysis Chart. [Developed: 30th December 2018] Logos used in fig 9: Vogue logo (2018) https://www.vogue.co.uk/ [Accessed: 31st December 2018] Marie Claire logo (2018) https://www.marieclaire.co.uk/ [Accessed: 31st December 2018] 15
List of Figures
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Glamour logo (2018) https://www.glamourmagazine.co.uk/ [Accessed: 31st December 2018] Elle logo (2018) https://www.elle.com/uk/ [Accessed: 31st December 2018] Boots magazine logo (2018) https://www.boots.com/healthbeauty-magazine [Accessed: 31st December 2018] Cult Beauty logo (2018) https://www.cultbeauty.co.uk/ [Accessed: 31st December 2018] Professional Beauty logo (2018) https://professionalbeauty. co.uk/site/Home [Accessed: 31st December 2018] Allure logo (2018) https://www.allure.com/ [Accessed: 31st December 2018] Stylist logo (2018) https://www.stylist.co.uk/ [Accessed: 31st December 2018] Cosmopolitan logo (2018) https://www.cosmopolitan.com/uk/ [Accessed: 31st December 2018] Edited Beauty Bay Logo (2018) https://www.beautybay.com/ edited [Accessed: 31st December 2018] Superdrug Magazine logo (2018) https://www.superdrug.com/ blog/superdrug-loves [Accessed: 31st December 2018] Fig 10: Sophie Hales (2018) Smart Action Plan. [Developed: 31st December 2018]