DESN 3370 Fashion Marketing Major Project -Reaslisation

Yunjin Lee bella94may28@gmail.com University of Leeds 14.05. 2019

Cafe | Skincare | Innovative Grooming Market

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Men of the rising Grooming Market redefining Lifestyle and Community Moderated by Kiehl's with a new business project:

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| Business overview: ・Mission ・Vision

| Get into a [Café] + [Lab]:

| Business Model Process: ・Business model

・Why is our business would be a turning point in the | Marketing Projects: beauty industry? ・Marketing Project 1: Opening of Cafe ・Marketing Project 2: Contemporary Pop-up Booth Free Service in Transport 'Interactions' ・Marketing Project 3: #Kiehlstepin Hashtag Campaign | Brand Identity: ・Marketing Project 4: Seasonal Special Treatment ・Logo Service ・Type ・Colours | Appendixes: ・Products ・Packaging ・Appendix 1. Why to considerate on Grooming market? ・Visuals ・Appendix 2. How would 'they' become a target ・Materials and Texture customers? ・Appendix 3. Interior desing Materials and Mood | Target Customers: ・Appendix 4. What to be centred for Kiehl's marketing campaign? ・International Asian Students

- Karly Wang ・Pre/post-holiday Customers

- Thomas Brown

| References: | Images:

・Middle-class Britain

- Jay Lee

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Consumers are keeping developing whereby they search for what they want and what they need. Likewise, 'Customers expect more than ever before."

(Hyken, 2018). This indicates a new chance to improve forward for brands. This time, Khiel’s new project will focus on a brand extension to get close to segmented customers, males in the grooming market. While previous brand extensions being leveraged through perceived fits (Buil, de Chernatony and Hem, 2009; Kim and John, 2008), the foundation is fundamentally attained by whether if the brand fulfil the consumers' essential core or contains the original brand's connection via stretched essence of the brand (Spiggle, Nguyen and Caravella, 2012). It will be an opportunity for brands to approach customers more authentically, hoping that our services will satisfy them with more diverse and innovative experiences depending on the changing market.

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As London is a stronghold of new trends flows, consumers are delightfully seeking for a new gem in continuous their life. Kiehl’s cafÊ lab is an abridged service what provides an easy step into the skincare services and a relaxing place to give the environment of an acceptable level of grooming themselves. The business focuses on embracing male customers into the grooming market where integrates cafÊ and the skincare services. It provides a niche market growth possibility by striking a balance between a natural and self-practice.

Within a blow-by-blow guide to the skincare, Kiehl's retail experience and reinvented setup will take part in global grooming market supporting customers' needs to be finalised as "more favourable attitude toward merchandise and service quality and felt more aroused or pleased with a store where more social cues were present." (Hu and Jasper, 2006).

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With innovative format and experience on business process, Kiehl's Cafe Lab delivers the fit and inviting space for customers to be relaxed and feel the atmosphere of grooming industry with coffee, tea and delicious, healthy food. Additionally, a heart of Kiehl's identitive skincare products will be selling and promoting in the store as a personalised subscripted recipe with skincare treatments with their products. Along with the products, the core service of this business, skincare services only for men will allow the customers to gain the experience and treatment encouraging them to pursue skincare into their daily life. Kiehl's Cafe Lab will feature quarterly skincare treatments alongside with the turning of seasons based on British environment with a building space for focused services. Eventually, it will structure the step into a more healthy and self-caring routine through step-by-step.

| Mission: Basis on the Loreal's mission of offering all women and men worldwide the best of cosmetics innovation (Loreal, 2019), the beauty desires whereby a nitch pathway will be curated and embraced through the novelty providing the essentials of service to our customers.

| Vision: Situated in a competitive cosmetic environment, it will be a challenging change for Kiehl's to reach the male customers to be at the centre of the business; however, it aims to achieve steps forward to beauty for individuals facilitating access to grooming market available to everyone through launching new space and experiences.

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| Why is our business would be a turning point in the beauty industry?:

S

kin care is important. As the skin is one of the largest organs of a body and exposed, it consistently being influenced by how internal and external exposures; above all, NHS announced four specific influences such as sun care, smoking, drinking alcohol and washing your skin (NHS, 2019). Therefore, skin care is the prevention to protect our skin from those influences of which to make it available to recover by taking care of it.

Unlike toiletries sales are mostly dominant by females, the male grooming market is also constantly showing the rise for growth and is an expecting business for the future. According to the numerical data, the overall toiletries sales got 1.4% increased within male consumers; specifically, the skin care market has shown the 16.5% annual rise in total (Cooke, 2018).

Indeed, globally the market is growing fast forward and diversifying in speed, and according to Euromonitor, the value is expected to reach $ 60.7bn by 2020 (WGSN, 2018).

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We want our customers to be relaxed and don't feel uncomfortable, be exciting on taking care of themselves with Kiehl's health care change at the top of its agenda.

A new coffee and food in the cafe and taking private services in the place within personalised problems in the [Lab]! Additionally, Kiehl's cafe lab will positively support customers to enjoy their memorable experiences.

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From 'Kiehl's' to move forward to a new 'Kiehl's' From forming a brand by “tangible and intangible elements� (Posner, 2011, p.128), what drives people to be in actions is an emotional connection. Certainly, the brand is a creation in the mind reminding an image or a feeling (Adamson and Landor,2007); people's emotion can be an essential part of the business, sometimes even more than numerical rationality (Wilce, 2010) and this is how optimizing nowadays end-to-end customer satisfaction via tapping into their fundamental motivations. Kiehl's Cafe Lab's Brandal identity is in navigating people into the world of forming their own perceptions and beliefs that they can be changed by themselves within support by us.

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| Logo: As the face of the brand, “A logo does not sell (directly), it identifies." (Rand, 1993. p. 56). It is a method for showing the way of how values are visually illustrated.

Unlike there is an original logo of Kiehl's, we decided to have an individual separated space to have its own designed logo. Along with basis on the font design, it will include the meaning of the business directly and will be displayed on its following campaigns.

| Type: “affective significance can influence conscious appraisals, all without the direct involvement of conscious perceptions” (Bernat, Bunce & Shevrin, 2001, p. 31). The influence on vision related to how people responses emotionally through component concepts (e.g. Koch, 2011). Accordingly, as consumers being "associate personality traits with fonts" (Shaikh et al., 2006), chosen font for our project will be conveying more masculine marks as our core customers are males.

Dividing font type within gender would sound absurd, yet Pan and Schmitt (1996) defined that consumers positively responded through the font associating with displaying gender congruity.

We selected the blocky front ‘Docktrin’ from a personal designer Clément Nicolle (http://www.stereo-type.fr/) to represent masculine with a spare bold typefaces (Davies, 2002) combinded with a Serif fonts characteristics which are typically easier to read with a classical feeling (Mawhinney,2014). It displays the sense of masculinity with its boldness and the flowing lines which reflects the original logo matches the identity to have strong impacts. For its commercial use, we have to connect to the designer in the future.

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| Main palettes

Reliable dignified Urban Inspirational | Colours: The colour selections were inspired through the retailing stores and the online homepage. With the homogenous monotones as the centre to make an environment to be [Reliable, Dignified, Urban, Inspirational] in the aspect of vigorous, it's [Eco-friendly, Cheerful, Warm, Focusing] point colours will showcase the warmth of welcoming customers by its decorative items.

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Eco-friendly Cheerful Warm Focusing

| Point palettes

Product and Service

products Sales Products

Food and Drinks

Skincare Treatments

| Products: Products ranges can be divided into three divisions within four selected sections: sales products, refreshments and skincare treatment service.

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The Total Product

Everything customers can reviece

- Entry Level of 'Cafe' caterings £3.50 - £15.00

Drinks and Food

tagible

Skincare service advisory conslutants

intagible

The Actual Expected Product

Any product that comes with features and functionalities

- Sincare Treatment and service Sales products £16.00 - £30.00 - Therapy service in an intensive care £31.00 - £50.00

Skincare Consultant Service Skincare Treatment Moisturising ∙ Peeling ∙

intagible

Quick Therapy ∙

Acne Treatment ∙ Facial cleasning ∙ Products For all ∙ For Men ∙ For the Sensitive ∙

tagible

Generic Product

Core products and service

- Membership programme (quarterly) £51.00 - £100.00

Membership Programs

Potential Product

Not yet offered, for the future service

Men's Barbershop

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| Packaging: Being considering the close existing environmental problems on by plastic trashes, the Kiehl's Cafe Lab will participate in manufacturing sub-products by recycled materials. Even though it may cost more from the start, yet, it is for the "true value in the long term— won’t depend on how much landfill space is saved but on whether or not recycling makes economic sense."(Biddle, 1993, cited by Harvard Business Review, no date) to revitalize the industry to be more positive and beneficial in the prospect.

On the other hand, products, specifically, the skincare products are authorised with the original logos and only products and services would be marked with a new logo.

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| Visuals:

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he Kiehl's Cafe Lab is a project that has abandoned the image of a stereotyped skincare service environment and filled with all aspects of design that are comfortable, functional, pleasant for comprehensiveness. It is divided into two layers. On the ground floor, you can communicate with your friends or chill in in a quiet atmosphere. The overall atmosphere is a modern yet classic style harmonised with green leaves several parts inside the cafe. A wide table for relaxing in a wide open space, each table has a condensate, so there is no problem using a laptop or smartphone. Next, when customers went out for more fresh air, there will be people sitting at the terrace without smoking. When customers come up to the first floor, there will be designed the private space for men skin care rooms. The back wall is black and grey colours to relieve the bustle of the eyes, and wooden furniture also uses dark-medium colours to make the overall feeling dignified. There would be 4 rooms which mean partly we are accepting 4 customers within the booked timetable so that our customised service would be perceived as a customer focusing concentration.

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Kiehl's Cafe Lab want it to be a place where our customers could stay in a pleasant place. And we want to satisfy the functionalities.

Office

Facial Room Changing room

Changing room

Reception Desk

VVIP Customer Therapy Room

Facial Room

Facial Room

VVIP Customer Therapy Room membership plans

Facial Room

Men’s Restroom

Men’s Restroom

As the physical space is provided, the visual merchandising is one of the effects on consumers' perspective on their outcome behavioural (e.g. Grewal et al., 2014; Hu and Jasper, 2006; Park, Jeon and Sullivan, 2014).

| First Floor:

| Terrace :

Women’s Bathroom

Room

Room

Men’s Bathroom

Entrance

Product Display

Sitting Area

Cafe

| Ground Floor:

Office Storehouse

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High Level

Hot Spot(s)

Functional VM USPs

1) Skin - consultant area 2) Sitting area 3) Skincare management office 4) The outdoor terrace sitting area 5) The product displayed area 6) skincare seperated rooms

1) feeling free to have a talk for asking pieces of advice and asking for the recommendations 1:1 or group focused private talking check the skin condition 2) providing a relaxing area for both men and women let customers get used to the grooming phenomenon 3) have to male-focused services under the privacy (not in the public) 4) providing a relaxing area for both men and women(2) 5) check the up-to-date best selling products can buy the product offering from Kiehl's cafe Lab 6) private place for the focused service and the treatments

Ground Level

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Aesthetic VM USPs 1) make an appropriate combination between the previous store display and newly designed conceptualised interior.

Assistants are wearing the white gown as their identity shows to demonstrate professionality and speciality.

2) modern and chic but still remained cultural identities of cosy and vintage 3) have to compose a relaxing environment 4) aromatic scent and humidifier to make the air moisturised 5) centralized display for male customers

Eye Level

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| Materials and Texture: For having a good design, combining the overall trend flow perspective with brand identity is important. Whereof continuing environmentally friendly Kiehl's brand mind, we decided to include sustainable aspects; "meeting the needs of the present without compromising the ability of future generations to meet their needs" (UN World Commission on Environment and Development 1987, 54).

Furthermore, selecting materials for space is a hidden effort to make the environment to receive positive reflections. By considering the similar colours to match with the ambient and the climate and environmental changes (CWI Design. 2019), our constructions and small utensils will be produced within sustainable materials and recycled materials. The case of using these eco-friendly materials will display the brand’s image holding not injurious to nature and indeed to respect nowadays consumers considering more and more on sustainability which can also synergy on increasing their visiting and sales as they are showing positive reactions by they knowing that they are part of assisting.

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nlike promoting this project toward positive social innovations, traditionally feminine retail prod-ucts appear hard to examine how male customers be to participate in the business.

However, in point of fact, male consumers are spending their time and money on relevant products and it has proved the increasing tendency (e.g. statista, 2019; Sturrock and Pioch, 1998). Within immense competition and challenges facing traditional gender-role norms, intelligence about segmenting customers into Kiehl's is important of which we can understand their wants and

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| International Aisan Students:

Target Customer no.1

International students, in particular, are undergoing environmental changes during their college years, coming from other countries or cities. By definition, Britain is well known as a very humid country where low humidity conditions can affect skin condition barriers (Egawa et al., 2002; Rouleau, 2015). Among the global influx, especially Asian students share a common issue that their environmental water condition and temperature are different (Insider Guide, 2018). Problems caused by changes in the environment by international students have often emerged. Similarly, their out-of-school lifestyle is changing to the purpose of making them more fit for their own health; "social, sensible, and fills spare time with healthy hobbies,"(Ali, 2016).

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| Karly Wang: 1. Age: 20 2. Location: Leeds 3. Gender: Male 4. Income level: No income (parents supports) 5. Education level: undergraduate 6. Marital or family status: Middle class 7. Occupation: international student 8. Ethnic background: Asian 9. Interest: Fashion, photography, history 10. Hobbies: Watch movie, reading 11. Dislikes: Outdoor recreation 12. Motivations: Self-actualization 13. Challenges: Learn to consume moderately 14. Lifestyle preferences: Metropolitan 15. Needs: relaxing place

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arly Wang is an international student from China, and it’s been 2 years since he started to study abroad. While his parents are supporting his living expenses, he is trying to undergo different cultural experiences while he is steering in the UK of which he cannot try on his hometown. Indeed, annually international students have increased to studying abroad and the United Kingdom is one of the most countries where welcoming those students (The Guardian, 2018), and there spending has approximately amounted to £5.4 billion (Coughlan, 2018).

He personally interested in fashion and photography, so he is trying to share similar hobbies with his friends. Unlike native students, most of his international students have common goals during the period; having travelled near countries. As he and his friends share similar hobbies such as watching movies and reading books, but most of the time is to spend to leave photos to upload on his social media. However, he is suffering from one problem; since he came to the UK his skin condition gets worse. Yes, a lot of international students are experiencing problems of skin problems, specifically, "students who had moved from humid climates" and "the doctor said it's actually the weather problem. It's like immune system was down." (Marginson et al., 2010, p.193). While he is having most of the time in the university, he is wishing to have a place where he and his friends can relax and he personally wants to refine the rest of the time by recovering his health.

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| Pre and post-holiday Customers:

Target Customer no.2

Unlike Millennial consumers be cautious about health (Gustafson, 2017), skincare is deferred to most of the male consumers. Alongside a healthy life, for English, leisure means time to explore the tropical sun and have a restful escape from usual days because it is extremely rare for them to enjoy a clear day due to frequent rain and cloudy weather. However, there are many ways to damage our skin such as sunburn and rough and pigmented and surprisingly the incidence of sunburn disease is higher in the UK than in Australia (Laurance, 2003). Dr Ronald Moye (2017), a founder of DNA regeneration, noted that red, such as sunburned and roughened of which skin showing the “signs of DNA damage to the skin” and it can further be the “precancerous lesions” (Murray. 2017). As always, prevention is the best option, to fully enjoy their before and after the holidays, careful in health customers are expected to participate in practice on skincare afterwards.

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| Thomas Brown:

1. Age: 19 2. Location: Live in Milton Keynes, Study at Leeds 3. Gender: Male 4. Income level: Not working (parents support) 5. Education level: undergraduate 6. Marital or family status: Single 7. Occupation: Student 8. Ethnic Background: White British 9. Interest: Music and fashion 10. Hobbies: Football, watching films and going out clubbing 11. Dislikes: Uncooked Cheese and feet 12. Motivations: Doing things not sat in bed 13. Challenges: to be organised and fiscally efficient 14. Lifestyle preferences: I love the upper middle life but cannot afford it 15. Needs: a good consistent diet and plenty of Tea, and club money.

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very year, Thomas and his parents are expecting to travel around the sunrise during their holidays. Just like other British families, his family also looking forward to visiting tropical cities like Mallorca, Canary Island, Ibiza or Florida (Holiday Extras, 2018). Especially our family enjoys outdoor activities.

However, my dad is suffering from sunburn after the holidays. What he said was his mom was nagging about he was not very careful about putting on sunscreen and moisturising afterwards. However, unlike daily skin care has not been that much prevalent before, the number of studies has evidenced that putting on sunscreen and having a constant skin treatment can prevent (e.g. Bermann, 2007; Miller, Brodell and Herr, 1996). He doesn't know that much about relevant skin diseases and was being ignorant of having a constant skin treatment, he wants to remain a good condition on his health. Still, he feels a bit uncomfortable about men having skincare like a girl, wishing it could be more manly so that it is easy to available.

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Target Customer no.3

| Middle-class Britain:

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The middle-class consumers are clearly be defined as "the foundation of the consumer market" (Euromonitor International, 2015) and nowadays they started to have increased interest on “increasingly health-aware and eco-friendly” attitudes toward buying themselves (Euromonitor International, 2015). As the United Kingdom ranked within the top 10 as on one of the most economically developed countries in the world (FullFact. 2017; Boumphrey. 2010), Britain supports the core market segment being placed as the pioneer to adapt in order to tap into the market opportunity. Also, among some primary factors of consumers to take part in the business, they are requiring for a higher quality of "authentic products and experiences" and they became more inclusive in accept niche producers and become more self-sufficient having preventative attitudes made them decide on their purchasing (Euromonitor, 2019).

Moreover, the traditional image of being ‘masculine’ is changed through their generation – ‘the new men’ era has appeared for them to be more various (e.g. The book of man, 2018; Trendvision, 2019; Fuller, 2018).

Therefore, middle-class consumers are the target of the business due to their advanced consuming aspects of health, being more unconventional in their mindset and personal interests and spending power.

| Jay Lee:

1. Age: 26 2. Location: London, United Kingdom 3. Gender: Male 4. Income level: Mid-wage 5. Education level: Master 6. Marital or family status: Engaged 7. Occupation: Diplomat 8. Ethnic background: Far East Asian 9. Interest: Politics, Economics, Society, Liverpool Football Club, Exercising 10. Hobbies: Playing Frisbee, football, piano, going to art galleries & museums and travelling 11. Dislikes: Being veggie, Manchester United 12. Motivations: Fame and fortune.

13. Challenges: Making the world a better place to live in.

14. Lifestyle preferences: Keep in faith in family.

15. Needs: Steady.

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t's been 3 years that Jay got into an employ. After he graduated from a scholar degree, he decided to study in depth about the economics and politics, he became a civil servant working in London, however, there are a lot more chances for him to have a business trip to other countries, specifically to East Asian countries.

Currently, he got engaged with his girlfriend and trying to get married within a few months. As his working demands him not to work past office hours or during the weekends that often (without special occasions like the client meeting or the business trip), he values spending his spare times with his girlfriend and family, including trying to do more care about his health. Especially, go jogging and playing football with his colleagues on spare times are what he values for productive time spending (Babauta, 2019). Also, unlike when he was a student, he started to think about how he would be looked to others, during official and business meetings and on his friends' wedding ceremony, I've started to search for a men's grooming products; "Taking pride and taking greater confidence from maintaining a well-groomed appearance now defines what it is to be 'a man' in today's society,"(Peterson, 2014). Ever since he and his close friends get familiar with the nowadays media contents (Watkins, 2017), I started to think that "I'm worth it."(The Guardian, 2014) to be just like how the trend goes.

Overall, Jay wants to spend his time and money to be more health conscious and shun injurious experiences in favour of live self-contentment." but still "willing to spend money to save time" (Euromonitor International, 2017). For continually he would like to try new products and services and his buying decisions would be compared through word of mouth. However, he does not think that he would be loyal to one brand as he is curious about other experiences.

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Beauty For Along with the Kiehl's sortie, meeting the customers' desires and qualified and efficient beauty needs is the goal.

All

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• Recurring revenue • Project revenue • Service revenue • Transaction-based revenue

| Revenue Streams:

• Operation and maintenance of equipment and service costs

| Cost Structure:

• Middle-class Britain • International Asian students • Pre-and-post holiday customers

| Customer Segments:

• Experiential space and physical café • Social media • Word-of-mouth (WOMM) • Out-of-home (OOH) • Press • User-generated content (+Existing customers) • Influencers

• Personal • Long-term relationship • Engaging • Tidy • Closeness

• Employees • Raw ingredients • Retailing products • Equipment • Brand • Physical store

• Getting closer to the customers within their real-time • Lighting a familiar and relaxing place by providing essential needs • Pay for the customer convenience by personalised service • Adaptable and flexible solutions

| Customer Relationships:

| Channels:

• Specialised skin care treatment and safety checks • Quality food and drinks • Marketing and sales • Advisory services (skincare routes and quick solution) • Lifestyle service (support, maintenance, improvement)

• Kiehl’s (Raw material suppliers)

| Value Propositions:

| Key Resources:

| Key Activities:

| Key Partners:

| Business Model:

⇢ ⇢

Business Concept and ideas

⇢

Market Research

Strategies (Brand extension)

⇢

⇢

Feasibility analysis and project management checking

Make the business proposal for both cafe opperating and skincare service

⇢

⇢

Permission and licenses

Stock-holding, investigation and insurance contact

⇢ ⇢

Add-on products and service

Rental contract with construction

⇢

Hiring employees

⇢

Opening on May 2020

⇢ Refreshments and drinks

Qualterly changing special teatment campaigns

Skincare treatment

Pop-up booth Cafe launching opening ceremony

Online hashtag Campaign

⇢

⇢ Customers

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Request feedbacks Acess to the market

⇢

Exchange data Improvements on insufficiency

⇢

Kiehl's retaling store

Offering data analysis Offering selling products

Business Model: Kiehl's principal determinants It values to be a pioneer in pioneering the grooming industry from the female-based cosmetics industry through the aspect of the business. Kiehl's Cafe Lab combines food, entertainment and services into one, ensuring positive benefits in lowering customer entry barriers and expanding business meaning. But most of all, it's about creating the opportunity for [inspiring, increasing awareness, holding consideration] to establish a universal presence. It ensures the business feasibility by making a relationship between the Kiehl's cafe lab, retailing sales and the customers; reflections through the operation motivate the reciprocal bond ultimately interactives beliefs influencing the other party. Lastly, by strongly generate the brand's awareness and attitude towards the expanded customer group, Kiehl's expects to see a 0.3 % increase for 10-week in total sales as a result of subsequent campaigns and promotions.

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Marketing strategies are to make audiences to pass through the “gates� and be participate on the business; William J. McGuire(1935) pointed gates are the communicational responses stepping how successfully buyers achieve the behaviour change in the case of the marketing campaign (Rossiter et al., 2018. p.17).

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Marketing Project 1 | Opening of CafĂŠ : Hosting a grand opening event is not only for running the business to be outstanding from the start, but it is also for providing the joyful impact from the start. It will be an opportunity to present the in-house special activities to attract influencers and have memorable core activities.

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| Objectives: - To provide a specific event for relevant influencers, customers and consumers the opportunity to experience the male’s grooming environment in a close distance - To raise grooming awareness to consumers - To communicate with customers within a brand identity and personality - To increase sales - To establish a position of a male’s skincare in the rival industry and nurture the friendly relationship between the customers and the brand.

| Strategies:

| Tactics:

| Costs:

- Limited Edition Lucky Box - Beauty influencers invitation - In-store experience (Experiential Events) - Press article with Cover page (British Vogue, Men’s Health Magazine and GQ) - Complementary drinks and finger-food

- Event operating costs (including café and skincare service): £14,720.00 - Press Release: £45,000.00 - Event Production cost: £ 5,000.00 - Influencer Collaboration fee: £15,000 - Performance acts fee (DJ casting relation, show fee, equipment rental, etc): £65,000.00

| Target Audiences: -

Middle-class Britain International Aisian Students

| Channels: - In-store

| Results: - Ease of recognition and recall - Increase in sale - Encourage the Courtesy change of the recognition of skin care in men - Answering questions about future services for future customers - Increased demand for services to male skin care which the effect of a company contributing more diversity to its brand - Forms an instrument for the convenience of male customers

- To inform the service and products inside the café and display space in a modern and desirable way whereof guiding the future Kiel's Cafe Lab operation.

| Measurements: - Measure the social media’s recorded statistic of users search and collect feedback from the visitors (approximately 4000 likes on Instagram and 3500 shares on twitter) - Measure the customers’ engagements on Instagram and Twitter - Measure the sales during the day

| Implementation Risks: - The overused budget for the campaign and little customers' reaction - Unsuccessful in reaching user-generated feedback - Press ads not widely advertised - Unsatisfying performance during the event - Accident occurring during the events - Low in interest from the target customers

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| Limited Edition Lucky Box: This is a limited gift to thank customers who came to the event. This is a promotional strategy which to match the congruence within the effective sales at a lower price to give benefit to the customers (e.g. Chandon et al. 2000).

It's for generating a special relationship by considering our first-hand customers on the day, make it special and pleasant even after the time.

| Beauty Influencers Invitation: Invite both Influential people both women and men.

This reminds us that the space (cafe) for delivery is not restricted by gender and that only the service (skin care treatment) is male-centric. Select and invite influencers who can spoke for diverse nationalities.

@kindofstephen

@chemist.confessions

@roadtoglow

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@hawkinsandshepherd

TIME TABLE No.

Time

01 ~ 50

14:00 ~ 15:00

51 ~ 100

15:00 ~ 16:00

101 ~ 150

16:00 ~ 17:00

150 ~ 200

17:00 ~ 18:00

No.

Time

Free Entrance

18:00 ~ 21:00

*Beginning at 2:00 p.m., we are giving gifts related to the number tag and participation in the event on a first-come, first served basis. If you are in a crowded area or crowded with people, you can limit the number of people.

Free entry customers are encouraged to have a party inside, regardless of the number.

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| Timelines:

December 2019 Week 1

- Meeting for the new concept for the Kiehl’s brand extension (project value, object, position).

Week 2

- ‘Kiehl’s Café Lab’ identity design (logo, typography, packaging, product range).

Week 3

- Market research, specify the targeting customer group and make a report of the competitive business analysis.

Week 4

- Research for the potential commercial property and arrange the contract meeting for releasing.

January 2020 Week 5

- Feasibílity research for the spot to settle the cafe in London and the interior design (materials, design, colours, concept).

Week 6

- Make the sample list of selecting the enterprise for construction and meeting for the contract.

Week 7

- Contract for the construction.

- Meeting for the architectural assistants and deliver the Kiehl's requirements.

Week 8

- Make a sample lists of selection the design for the store layout and floor plan design.

- Meeting with the interior designer for the professional advise.

February 2020 Week 9

- Arrangement the preferred and referenced interior design samples.

- Research for the recent cafe designs.

- Continue on developing the in-store design and interior display.

Week 10

- Arrange a meeting with the architect to discuss the technical assist.

- Based on the feedback, re-design and re-select part of the design arrangements.

- Arrange the meeting with the interior designer and the architectures for mediate the opinions.

- Upload job ads on the internet.

- Discuss about the landscape plants for the terrace - List the plants and make a purchase

Week 11 Week 12

- Final check for the in-store interior (furnishing, painting, lighting, etc).

March 2020 Week 13

- Finalise the interior and the construction.

- Complete the payment.

Week 14

- Schedule for the interview with application applicants.

- Finalise the interview and make a job decision among them.

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April 2020 Week 17

- Mediate the schedule for the opening ceremony.

Week 18

- Simulates the job and tec. control.

Week 19

- Broadcast for the opening date on the social media.

Week 20

- Research for influencers on social media, specifically are well known in skincare.

May 2020 Week 21

- Hire the party planner to assist with the planning of the ceremony programme.

Week 22

- Send a personal contact for the invitation (DJ).

- Send them a personal contact for the invitation (influencers).

Week 24

- Make the list for the offerings according to the number of the invited customer list.

Week 25

- Send the information about the opening ceremony programme (inform the time, place, dress code, etc).

KIEHLS CAFE LAB

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Marketing Project 2 | Contemporary Pop-up Booth Free Service in Transport 'Intersections': Being around the open access to almost all the data and knowledge, people still want to get unexpected pleasures, indeed, Dr Gergory Berns defined ‘The part of the brain that has always been associated with pure pleasure really cares about when you get something unexpected.’(Cucocreatuve, 2016). The power of

[NOW] experience will be surprising and delivering 48

delight from Kiehl’s.

| Objectives: - To minimise the entry barriers for common customers through the free service - To communicate with customers within unexpected space in specialised service - To increase and informing awareness about male’s skincare to evoke their interest in the product and service - To apprise about the business and advertise for open access in public attention to build a customerfriendly image.

| Strategies:

| Tactics:

| Costs:

- Visual Merchandising - The specimen service performance of Skincare treatments - Providing samples - Business card

| Target Audiences: -

Middle-class Britain International Aisian Students Pre/post-holiday Customers

| Channels: - Pop-up booth

| Results: -

Invite general potential customers Derive them to the physical store Word of mouth User-generated content (UGC)

- To manifest the skincare service by own products for male customers in a short time to make them relax and refresh their skin while on their pathway and waiting time and make in memory of a joyful experience.

- Rental space: £ 24,300/pa - Setting up and testing tech. (including Wi-fi, customer sitting chairs and other gadgets): £5,000 - Wages (skincare specialist & consultant & staff): £110,750.00

| Measurements: - Estimate the feedbacks from the consumers before they leave the store - Measure the number of customers visit the booth

| Implementation Risks: - Not enough time for customers taking the service - Customers don’t want to be exposed them having a skincare service on public - Hard to handle all the customers at once when it’s busy - High financial costs for the operation events - Audience value uncertainty

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| Visual Merchandising: With having limited space on the public space, visiting space would be designed to be open wide to smooth customers experience from the front door to the end. Its foot traffic would be drawn by the looking at the service.

As it is a service on a person's skin, it will carefully clean up the spaces and make sure the service be managed by the specialists. Therefore, it will give familiarity and will release a tiring affair by travelling long distances.

| The specimen service performance of Skincare treatments: By being exposed to the environment where dust and the crowded people, Kiehl’s pop-up booth will provide cleansing and the moisturising at the moment as they can relax in a short time with a memorable experience on their bare skin.

MOISTURISING SUNSCREEN APPLYING FACIAL CLEANSING FACIAL PEELING

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| Providing samples: As providing samples has been already been performing from the current retailing marketing. However, these samples will be reminding their memory of trial of skincare experience by stimulus their customer service experience which is related to retention of received service by stable the bottom line of the brand (Gazdecki, 2017).

| Business card: With a newly designed logo, it will provide its own business card to inform brand business displaying contact information so that customers can visit the store.

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| Timelines:

May 2020 Week 1

- Research for the field survey to match with targeting customers.

- Find the buzziest places where gathers the floating population

Week 2

- Discuss for the pop-up booth design and service.

June 2020 Week 3

- Plan for the service and the product what to deliver.

- Reserve for the meeting (term of validity contract).

Week 4

- Ask for outsourcing estimate for the layout and the design.

Week 5

- Research for feasibĂ­lity of where to install in London and the design aspects (materials, design, colours, concept).

Week 6

- Contract for the online banner and other social media ads (60 days).

July 2020 Week 7

- Contract for the booth install.

- Upload for the hiring job ads on online.

Week 8

- Make a sample lists of selection the design for the pop-up booth layout and visual design.

- Plan for the install and the term.

Week 10

- Meeting for the design sample selection.

- Continue on developing the layout and display.

Week 11

- Finalise the booth design and the contract.

- Final check for equipment (furnishing, painting, lighting, etc).

August 2020 Week 12

- Rental furnishing for the booth for the whole term.

- Complete the payment.

Week 13

- Inform the pop-up booth on online.

- Display the advertisements in-store and the social media.

Week 14

- Open the pop-up booth.

- Ask for the feedback from the customers.

- Measure social media reaction.

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September 2020 Week 17

- Rport to the top and discuss deficiencies and points to improve.

- Measure the business card and samples being taken.

Week 18

- Rest for the meeting to discuss for the interim report.

- Define what customers liked and disliked.

Week 19

- Rearrange the service and products.

- Again collect the feedback from the customers.

October 2020 Week 20

- Report the 2nd interim report.

- Measure the customers visiting the cafe after the booth operated.

Week 22

- Close the booth for the final.

- Inform on the online that the events ended.

Week 24

- Meeting for the results of the campaign and reflect the feedback into the business.

KIEHLS CAFE LAB

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Marketing Project 3 | #Kiehlstepin Hashtag Campaign: About 3.484 billion active social media users and above 45 million social media users in the UK (Battisby, 2019), a social media campaign will be optimised having the desired effect inside the public. Indeed, the UK is a mobile-first nation, this project from Kiehl’s will improve the awareness and the communications at the same time to make a bond with the customers how this would be figurative as a routine. Along with the concept of social media for many people to unite through opportunities (Kaplan and Haenlein, 2010), starting from the spontaneous hand will

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connecting people

with the brand's core of communicating goals.

| Strategies: | Objectives: - To connect consumers with the public by voluntary participating by intending to make the chance to express their “digital identity, providing additional reach, impact and personality.” In a positive way (Carter, 2018).

- Increase awareness through social networking - To increase the confidence in their skincare routine while engaging users by their generated actions.

| Tactics: -

Kiehl’s Instagram LiveChat support Out-of-home advertising (OOH)

| Target Audiences: -

Middle-class Britain International Aisian Students

| Channels: - - - - -

Social media (Kiehl’s Instagram and Twitter) St Pancras railway Station OOH print billboards St James's street OOH digital billboards Oxford Street bus station OOH digital billboards Soho underground station OOH print billboards

| Results: -

Eye-catching impact within non-potential customers Derive them to the physical store Word of mouth User-generated content (UGC) Increase in purchase

- By uploading the chance for themselves of how they recognise the importance and the improvements will gradually widen the idea of male's grooming market.

This will also let them be exposed to loads of reflections about how other people really doing in their lives.

| Costs: - Social platforms engagement (paid advertisement): CPC(cost-per-click) £0.6~£1.0 / £38,255.00 (max) - LiveChat annual planning: £114.01(LiveChat, 2019) - Paid artwork design and final touching contents: £4,000 - Interactive Billboard Rental: £3,000 (* £20 per day + VAT (Inman, 2019)) Overall, the social media campaign cost less than other marketing strategies as its basis on users participating. Yet, to raise their supports, it will be supported by other advertising imaginary graphics and images. If the brand can afford the designing, then the cost for the designing would be optional.

| Measurements: - Analyse statistics of users involved in the hashtag - Measure the response received through the social media - Measure the amount of paid advertising been seen through the customers - Measure how many reactions (likes and shares) been processed

| Implementation Risks: - Low in participating in the campaign - May evoke controversial consciousness about aesthetic between the users.

- Have possibility on delivering message wrongly.

- The hashtag will remain forever whether it goes well or not, be careful on responding to the customers.

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| Kiehl’s Instagram: To be more active in communicating with customers and encourage users to participate in the campaign, the Instagram hashtag movement will start from the first-inline influencers.

Kiehl’s Cafe Lab Since 2020

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Kiehl's Cafe Lab was live ∙ 12h ago

| LiveChat support: To meet the ‘right timing’ when customers need support, we will gratify their curiosity with the live conversation via live chat. It will process by the official homepage and the Instagram stories in real time.

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To Be Our

#Kiehlstepin

#Kiehlstepin

| Out-of-home advertising (OOH): This OOH advertising firstly attempting to get an influence of the hyperlocal. Its real effectiveness of the digital and social advertisement can intervene much closely into them by intersecting through the noise and eye-catching ‘about whereas it is about when.' ( Olenski, 2018). As the advertising seeps into the unconscious notice, it will act on campaign participating more widely.

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| Timelines: September 2020 Week 1

- Envision the campaign which can users participate by themselves.

- Collect the information planning the social media campaign.

Week 2

- Discuss the intent of implementing the campaign and coordinate the direction appropriate to it.

- Research for the sample hashtag campaigns held successfully.

- Choose the channel to operate the campaign

Week 3

- Design for the images to upload on chosen channels (Twitter, Instagram).

- Cast the main model for the campaign.

Week 4

- Hire the photographer to take coverage images.

October 2020 Week 5

- Edit the photograph and make a slogan for the event. #kiehlstepin

Week 6

- Make the list of how it will progress within online users.

- Contact with the online influencers that we are operating the campaign and ask for their participation - Design for the OOH ads.

- Hire the graphic designer for more improvement.

Week 7

- Contract for the ads attachment spots.

Week 8

- Make a sample lists of selection the design for OOH advertisement layout and visual design.

- Plan for the install and the term

November 2020 Week 10

- Post the OOH ads and ask influencers to post their first trial hashtag campaign.

Week 11

- Update the videos what this campaign is about.

- Live-chat activation for customers.

Week 12

- Measure the contents being uploaded.

- Measure the users' participation.

- Measure customers visiting retailing store and cafe.

- Measure customers booking skincare treatments schedules.

December 2020 Week 14

- Gather what customers asked and being disliked.

Week 15

- Reflect the deficiencies and rectify the contents which are not appropriate.

January 2021 Week 19

- Measure the contents being uploaded.

- Measure the users' participation.

- Measure customers visiting retailing store and cafe.

- Measure customers booking skincare treatments schedules.

- Collect the feedback from the customers.

Week 20

- Report the interim report about the relevant to the sales and brand promotion discuss whether to ongoing the campaign or end on the next 2 weeks.

Week 22

- Give a thank-you gift to the influencers for having a big contribution to the successful campaign.

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#Keihlstepin Campaign Step 1.

Introduce how you usually clean your skin

Step 3.

What is your favourite product from Kiehl's?

Step 2.

Tell us how you deal with skin troubles

#Kiehls #skincare #grooming #men # kiehlscafelab #daily #skincareroutine

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Marketing Project 4 | Seasonal Special Treatments:

To create the concept to be interesting and essential, Kiehl’s will provide 3-month-scheduled special skincare management treatments for every quarter within four seasons (spring, summer, autumn and winter). The origin of the quarterly project is behind the ‘right service at the right time’. The four themes are spring-lightening your skin, summer – protection from the sun, autumncooling and recovering, winter- bearing the toughness.

The subscripted products on sales and treatments will reflect the quarter theme.

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| Objectives: - To reach customers’ core needs and provide a proper room to consult with their problems - To raise brand awareness and satisfaction to consumers - To increase the inflow of the customers with advertising and selling Khiel’s products - -to establish the conviction about the continual treatments will change their condition

| Tactics: -

Subscription box Booking application From Kiehl’s advisory Kit

| Target Audiences: -

Middle-class Britain International Asian students Pre/post-holiday customers

| Channels: -

In-store

| Results: - Increasing Experienced familiarity - Word of mouth - Increase in demand for products and service - Build a strong bond with loyal consumers buying into the brand - Purchase relevant products - Improving re-engagement (visiting & purchasing)

| Strategies: - By providing the right service basis on the specific season (weather) in a customer-focused request in a relaxing and faithful atmosphere.

| Costs: - Rental space with equipment: £263,500.00 - Wages(skincare specialist & consultant & staff): £443,000.00 - Quarterly marketing platform utilization costs (including launching 30 seconds of TV commercial Implementations and social media channels): £2,1120.00 - Application creation(in case of building savvy creation): £150,000 (Neagu, 2017) - Yearly operating costs: £812,520.00

| Measurements: - Measure the feedback taken from the consumers before they leave the store - Measure the number of related application bookings - Measure the sales every week - Measure the average number of time

| Implementation Risks: - High costs - Economy uncertainty - Skin treatments are not a final step to resolve the whole problems - Customers do not satisfy

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June 2020 – August 2020 The season of showing bright and glowy skin of you. Yet, it is also important to protect from sunlight exposure; it is for protecting related skin conditions, the ultimate cause of skin cancer (Green et al., 1999).

For the featured season, make sure to enjoy holidays without any 'troubles'!

September 2020 – November 2020 Especially the large diurnal variation exists during autumn which means it’s hard to normalise the skincare routine as usual. Keep your skin moisturised yet don’t forget the sun protection!

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December 2020- February 2021

Winter is a great opportunity to treat your skin even though it may be seen dull! Planning your skin to settle in hydrated and move away from dry cracks.

March 2021 – May 2021

Trading in from the thick cream into a light lotion to bid away the cold weather’s skin remains. They will receive a pro for renewal of their skin conditions; “Just like you clean up your winter wardrobe, clean up your winter skin,” (Day, no date, cited by Kloss, 2019).

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| Subscription Box: This is a pre-requested product selection by customers to mix and match for their skin types and preferences upto-date solutions. This will proceed over to customised request by its online website.

Click & Collect

| Booking Application: It is for assistant customers to carry out more convenience on their schedules, for considering its utility and functionality growth along with to help to increase connectivity and customers’ smartphone usage (Blair, 2019). It will provide a booking for the service and basic cafÊ information.

Try our first booking application for your service.

Please note we don't allow customers being late more than 15 minutes.

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| From Kiehl's Advisoru Kit: Advisory Kit explains how to apply each of the steps of the product by step. This non-monetary promotional free gift is for reinforcing brand equity (Palazon and Dlgado, 2005; Montaner and Pina, 2008). Not ends from taking the service, consumers are receiving information on how they can continue on their recommended routines and skills.

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| Timelines:

April 2020 Week 1

- Research for the skincare treatments that can specialise the brand value.

Week 2

- Field research for the skincare events and spa.

- Make the list what customers would receive comfortably.

May 2020 Week 3

- Conceptualise the service within the seasonal environment.

- Hire consult experts for the skincare service.

Week 4

- List the service can be processed.

- Link up with the online and retailing stores to offer a subscription box.

Week 5

- Contact for a booking application development.

- Design for the application kit which will be offered to the consumers after the service.

- Arrange the line of the essential function with the service .

Week 6

- Hire & cast skin therapists who are appropriate with the brand service.

- Make fundamental plan management in every quarterly to be operated in the same way.

- List and make up the types of equipment for the service.

- Categorization by situation/skin type.

Week 7

- Arrange a meeting with the head office to match the service with the proper products - Conduct safety tests in advance.

June 2020 Week 9

- A first Seasonal special treatments start on June 2020.

Week 10

- Measure the amount of booking and analysis of the booking application.

Week 11

- Arrange by popular time zone and date.

Week 12

- Check customers feedback.

- Check the social contents feedbacks.

July 2020 Week 14

- Recognize the differences in weather expectations and consider the variables that may arise.

- Collect the feedback from the consumers - Interim Inspection of Operating Methods.

August 2020 Week 19

- Write a report and report to the upper part. In subsequent surpluses, the service is continuously implemented and the problems resulting from the deficit are discussed.

September 2020 Week 21

- Autumn seasonal treatment starts from September 2020.

- Make the environment not too cold.

- Decorate the place in season

Week 22

- The general process would be the same as the summer's.

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December 2020 Week 32

- Winter seasonal treatment starts from December 2020.

Week 33

- Make a list for VVIP customers to send a year-end gift.

Week 34

- Holiday for the cafe operation.

March 2021 Week 43

- Spring seasonal treatment starts from March 2021.

Week 44

- Check each quarterly settlement and performance and compare the most profitable seasonal sales and the least.

Significant Notice * Make the list for the consumers' precautions within their skincare treatments. * Exclude items from the list that are not suitable within a number of customers or that are not in good reactions. Prepare alternative goods separately. * Decorate the treatment place in suitable on the season.

KIEHLS CAFE LAB

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Lastly, we wanted to say...

It could be that the opinions in favour of many are already outdated. Through the difficulty of this new marketing, the project aiming for further future of the niche market. It is hard to predict somewhat the customers' actual desire and needs going to be mated with our business, yet we will open up a new trend and will be survived as a newly developing market position from between the competitors. Furthermore, it is a big effort to open a new era for mutual audiences.

Henceforward, it is to value the range of being diversity and comprehensive. To have more confident results, hope for this business would be welcomed and deliver the right message to bring to the public to be more positive.

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| Appendixes: ・Appendix 1. Why to considerate on Grooming MArketing? ・Appendix 2. How would 'they' become a target customers? ・Appendix 3. Interior design Materials and Mood ・Appendix 4: What to be centred for Kiehl's marketing campaign?

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Appendix 1. Why to considerate on Grooming Market?

That males' grooming market is on rising as it newly spotlighted market thriving to investigate a new pathway.

As many businesses have already anticipated that grooming market for men is on its development, for instance, figure 1 explains how the prospects for the grooming economy will continue. Moreover, other rival brands been participated in skincare for men for a long time (see the table below from previous semester).

Showing especially high percentage in the European countries about one-third higher than Asian Pacifics and North America in the chart.

Figure 1. Global Male Grooming Market

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“the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service” (Booms and Bitner, 1981: 36).

Yet, among the competitive industry, still, the grooming market for men seems blurred as not many brands are physically providing the space to the consumers; (maybe) due to the numerical comparison among felame and male which made brands to be too challenging.

But this can be improved, as recently the studies are revealing that (e.g. skinfo, 2016, Farmer, 2016). It’s just consumers unaware of the theme; “Most men have almost no knowledge of skincare,”, “They just slather on whatever bar soap they use on their body directly to their face because they don’t know any better!” (Kula, 2016, cited by Farmer, 2016).

Therefore, it is why the pioneer to start as the physical store is requirable. Marketers all recognising that investigation of the customer-oriented on service should include multiple dimensions, specifically the physical service and goods (Rathmell, 1966). When people face to the physical impacts, this is how people can ‘encounter’ into the service which can evaluate their emotional satisfaction (Bitner, 1990). However, how the physical environment looks is not what fundamentally related to consuming,rather, it has an importance of having a how organizational capacity to satisfy [servicescapes] (Brady and Cronin, 2001).

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Therefore, to motivate the industry with physical settings influencing the customers ultimate satisfaction, through Kiehl’s new project will open the delivering experiential approach closer to them. Moreover, delivering the brand’s value as doing experiential marketing, it will maintain the relationship with the existing customers and will attract new potential customers. In the end, that is how Kiehl's new project will make loyal customers of own.

Servicescapes Model Physical Environmental Dimensions Ambient Conditions - sustainable fundamental materials - fresh air yet not to make it too dry inside - tidy & modern furnishing - pendant and wall lighting - smooth Jazz / R&B (e.g. It's Only a Paper Moon by Mrs. Nat King Cole, Easy by DaniLeigh)

⇢

Terrace) Food & drink space 2 1F) Skincare Treatment seperated space - Toilet (available for skincare customers) - Self try-on space - Facial care room Signs, Symbols & Artifacts - Original Kiehl's logo + independet - Kiehl's Cafe Lab logo design - Mr. Bones with vintaeg motorcycle - No smoking - Children must be accompamied by an adult - Pet allowed only the terrace space

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Cognitive - Confidence - Increased Familiarity -Neat - Beliefs

Perceived Servicescape (In case of Customers) Multi service setting (intangible service plus tangible commodities)

Ambient Conditions GF) Cafe Entrance - Product Display - Food & drink space 1 - Toilet

Internal Responses

⇢

Physiological -Comfort - Relaxing

Social Interaction - Communication within store assistances and skin consultants - Conversation with friends and members - Ease the relationship between the brand and customers Individual Behaviour - Experiencing skincare space and service Facilitating - Ensuring efficiency in delivering service and convenience in purchasing for consumers

Emotional - Refresing - Being cared

⇢

⇢

⇢ Customer Responses Cognitive - Customer-centred - Diversity considering - Professional / technical -Reformable Emotional - Interesting - Refresing Physiological -Relaxing -Challenging - Relaxing

Exploration Stay longer Being curious Spend money Return

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Appendix 2. How would 'they' become a target customers?

Non-Users of Category (NCUs)

Males who are... not really interested in grooming. using simple skincare products like moisturising and cleansing.

Don't really know what to do yet interested in skincare.

Etc who are... searching for cheap products and services. satisfing with the current using brand.

⇢ ⇢

Females who are... interested in skincare and cosmetics. willing to present skincare products to their relatives. loyal consumer of the brand

The way of NCUs to enjoy the service and the products would be The Total Product of which cafe can provide such as tea, food and relaxing place.

As the essence of the business, target customers will decide whether it can be continuous or not. However, what to know is that customers cannot be controlled; they will ‘unsubscribe’ and willing to ‘disconnect’ with the brand through their various and exceeding experiences (Hyken, 2015). In addition, according to the recent research, only 13% of customers indicated as they are loyal to the brand (Court et al., 2017) which can be easily estimated that rest of percents are customers who seeking for a new and favourable in switching brands. In the case of Kiehl’s to launch the men’s grooming business is more likely to be starting from a little process, nonetheless, it will start from the previous customers and they will be tracking target customers.

Chosen three groups of target customers are driven by considering the five steps of the customer segmentation with trends among the society (as handled in semester 1, such as the increasing interest of grooming / enthusiastic in wellbeing and high in concerns about health / gender equality with free on expressing oneself. Also with cooperating the upward trend of collaborating with ‘food’ industry).

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Five buyers groups as sources of sales (Rossiter et al., 2018.p.71)

Buyers of Our Brand (BLs)

Buyers of Other Brands Favorable brand switchers (FBSs)

Urban People, specifically the middle-class consumers.

Male : 30-40%

Likes grooming oneself Social and environmentally considerable

⇢

High in interst with skincare

Have lot more information than other customers, specifically within skincare.

Fastidious Searching for more satisfing service and product

High in expectation with treatment (Inside Kiehl’s. 2011)

⇢

Other-brand loyals (OBLs) Have interest in skincare within other brand Using products and service which are not existing on Kiehl's Have certain expectation from the brands Having a specific problem with skin condition

Other-brand switchers (OBSs) Somehow satisfying on other brand but willing to change

⇢

24-year-old to 65-year-old

Challengable

Not enough satisfying service and products Lack of information Somehow using the same brands until now No specific motivation

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Next, above considering all the steps, three groups had made similarities within a high percentage on movement, considering health and willing to improve and do not hesitate on experiencing new products and services. + According to the survey within 1,001 male interviews held in 2018 (Harris Interactive, 2018), Britains described their style as casual and smart with about 7 in 10 are keeping up their appearances. Their spending was averagely placed on around £10 to £30. + Among the international students come to United Kingdom, mostly they were came from Asian nations, specifically, Singapore, China and Malaysia and etc (UKCISA, 2018).

Thie led to their environmental adjustment problem -water, temperature, sunlight and so on. +Customers who are planning to go on a holiday and of whom came back from their holidays are the most in need group, in aspect of the skin condition (e.g. Basra and Finlay, 2007, Wilks and Oldenburg, 1995).

Pre/postholiday Customers

Middle-class Britains

●

International Asian Students

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● Increasing concern of health and wellbeing ● Potential & actual grooming market leading forces post holiday customers ● Sociable and high tech networking communication generation ● Higher chance to be exposed to the exterior environments

Middle-class Britains

International Asian Students

Pre/postholiday Customers

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Appendix 3: Interior design Materials and Mood

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‘“The [interior] will have the old-school museum feel to it, warm and cozy with a lot of wood and some brick,” explained Deas-Dawlish.’

(Kwan, 2018). This décor helps customers to

About the layout of the inside, it referenced the previous cafes which are performing modern. Also, the layout of the environment helps people to orientate whereof the introductive sign and recognition to get into personal feeling (Bitner, 1992) so that clear but no to complicated flow planning will improve customers staying longer eager.

Especially, ‘counterclockwise direction’ (e.g. Barth, 1993) of the behavioural pattern will be used to improve appealing spacial attraction.

When it comes to the mood, ‘Modern and nature-friendly’ is the concept of what the project with delivering the comfort environment through the café mood. Mehrabian and Russell (1974) found that a person’s response whereby stimulated to the characteristics exerts influence on a person’s response, i.e. on his or her approach or avoidance behaviour. Eventually, according to the article, it can easily arrive at the estimation that the store characteristics and customers behaviours’ relationship intervents variations; by referencing the current designable cafes below, it will show the aesthetics of the wood and bricks, homogenous colour paletted furnishings harmonised inside the environment.

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There are what considered to be environmentally friendly materials when it comes to the interior architecture process.

Not only the construction, yet small utensils can be also be considered for the future and the brand image. The case of using these eco-friendly materials are due to the brand’s image holding to be not injurious to nature and indeed to respect nowadays consumers considering more and more on sustainability which can also synergy on the sales as they are showing positive reactions by they knowing that they are part of assisting.

1) Wood Polymer Composites (WPC) As defined as a composited of wood fibres and plastic matrix, plus other various additives, this material is willing to be used for the main design of furnishing. Indeed, to make an atmosphere of an eco-friendly environment inside the cafĂŠ, usage of WPC will support in making a wooden appearance. Usually, it is recommended to be used for both office and house interior like floors and decks (Jones and Brischke, 2017).

2) Coconut-wood composites For another environmental considering materials, there is a coconut-wood composite. It has a little extra care and nurture utensil, especially favourable for the kitchen utensils (Nomliving, 2019). As itself characterised by its spotted structures, it can be various usage, for example, parquet flooring, dishes and accessories, also developed in for complete interiors (Peters, 2012. p.46).

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3) Heat-threated natural woods From the basic of the wood, however, its properties can be easily changed due to the environmental influences.

However, when it comes to welled and shrunk in heat treatment in hot oil (170-250 degree), its properties get improved for reducing rotting and damaging (Peters, 2012. p.48). Moreover, during one of the processes of for the variation, specifically by steaming, its colour changes into darker like into the homogenous dark colour (Peters, 2012. p.48). This will help the interior concept to be whereof male customers aiming atmosphere. In addition, being suitable for wet weather of rainy UK and surrounding outdoor authentic, it could be processed for the terrace surface or with other featuring furnishings inside the cafe.

4) Recycled other materials

There are a lot more recycled materials such as recycling textile, wood compound materials, paper made of organic wastes and recycling solid surfaces. Meanwhile, there are still remained complications about including chemical methods and high in cost (Yang et al., 2012), it's hard to be easily and predominantly performed. However, as the increasing number of companies are now presenting recycled products (Green Business Bureau, 2018), it is positively considerable subject to be discussed to be the initiative to be an eco-friendly project by manufacturing recycled materials for providing service.

5) Alkali-soluble plastics

It is unavoidable for cafes not to use plastics. Among the environmental concern, in the case of the UK, according to the research examined that ‘plastic pollution’ take part in pollutants in lakes and rivers (Gabbatiss, 2019). Moreover, the report from Environmental Audit Committee discovered that the UK throws away 2.5 billion disposable coffee cups every year while less than one per cent of those is recycled (Gabbatiss, 2018). As to be indicated as a big problem and to resolve the dilemma, alkali-soluble plastic which 'durable under water, though it can be dissolved under the influence of watery alkaline solutions' (Peters, 2012. p.65) led to the recycling even though is mixed with garbage. Finally, helping the environment and will positively lead the brand to be the leading Cafe of considering nature.

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Appendix 4: What to be centred for Kiehl’s marketing campaign?

Fundamentally, it is aiming to focus on ‘communicating’ and ‘supporting’ existing consumers for their insufficient demand fulfilment and to attract new potential customers to have a more comprehensive impression on grooming market.

Being 'experiential', customers will encounter satisfaction in both ways, after they purchase and during the whole experience on their experience as Chen and Tsai (2007) defined. Tangible products and intangible service will attract them through relevant projects so that eventually desire to understand customers and to reach to their emotions; this emotional connection is a motivator which can drive customers' behaviour (Magids et al., 2015).

Engagement

Finally, providing seasonal services is the last time we're shooting at customers loyal to our brand. It is to object to the theory of the traditional gender-role and the contribution to activities (e.g. Bakewell et al., 2006; Bakewell and Mitchell, 2004; Dholakia et al.,1995). Kiehl's is to respond to these shifts in customers (gender roles) and social expectations against the past to replace in relation to the acceptance of gender attitudes. Therefore, man-focused service would be the first annual goal to make consumers (and the customers) to play the role in the grooming encouraging project. As the service be presented to the customers quarterly, more specific and characterised service be deliverable. It has conceptualised to match within the weather condition, as our skin influenced within the exposure environment.

While presenting the service, as person-to-person service can make a relationship between. There is a traditional theory that when the relationship has formed, customers interest will be accelerated through marketing (Berry, 1995). In addition, differentiating with the other three projects, it is expected to be more affordable to loyal and previous consumers.

Improving Awareness

To increase the brand value, the opening event of the first day and installing the pop-up booth will be managed. It has an impact that surprising the audience within the unexpected places. Celebrating the opening, the grand opening means a lot the business. As starting the first marketing for only once, it is creating the opportunity to raise awareness delivering the brand message. It needs an "Attentiongetting stunts" (Eventbrite blog, 2017) who can make for the most effective grand opening to PR impressively. Therefore, it collaborates with the influencers in the industry and the social media that is open to interpretation by the individual (e.g. Jin, Muqaddam and Ryu, 2019).

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Pop-up booth is to support the only digital promotions which cannot let customers instant access to the practice which can "get intimate with consumers and immerse them in a vibe" (Catero, 2019). Even though the audience just passes by the booth, by exposed in the public area exploring the service and the product by the indirect also mean to deliver the brand value and the story so that they can recall it later.

Kim et al.'s (1998) examined that the interaction between cognition and move on attitude formation were measured experience as the frequency of exposure to advertising. As a result, first of all, it's about presenting itself so that makes curious about the business and the audience to get familiar with the brand message.

Increase the Interest

In case of increasing the interest of the brand movement, Kiehl's cafe lab is trying to operate the hashtag campaign and the pop-up booth (*pop-up booth was also can be relevant to the aspect of the interest as it is surprising the customers upon their delight (Cucocreatuve, 2016)). Moreover, the consumers and the visitors would be another Word-of-Mouth Marketing participants; consumers do a search online for the reviews and information before purchasing about 62% and they believe friends recommendations are reliable within 90% (Sukhraj, 2018). Being interact with the social networking campaign, this will affect the sales at the end.

In the case of the hashtag strategy, it is nothing more than the tactic which demonstrating the storytelling, encouraging the audience to participate by own volition. This tactic is another competitive advantage in forming "co-producers" in their business (Bendapudi and Leone, 2003). Most of all, unlike other projects, it is one of the cheapest promotional strategies yet highly influential to have an effect. As it proceeds within sharing content and responses by the users (Shiotsu, 2019), about "average cost-per-click on Instagram is around $0.80" (karolakarlson, 2019). As it will also apart with influencers like other successful hashtag campaigns like #ORIGINALis from Adidas and #WeAccept from Airbnb (Carter, 2018), the new business will take part in the connecting customers and the brand campaign.

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Available from: https://unsplash.com/photos/svDX-GYdmRE Page 78 Figure. Flaticon. No date. Beauty free icon. [online image]. Available from: <div>Icons made by <a href="https://www.freepik.com/" title="Freepik">Freepik</a> from <a href="https://www. flaticon.com/" title="Flaticon">www.flaticon.com</a> is licensed by <a href="http://creativecommons.org/licenses/by/3.0/" title="Creative Commons BY 3.0" target="_blank">CC 3.0 BY</a></div> Figure. Flaticon. No date. Global free icon. [online image]. Available from: <div>Icons made by <a href="https://www.freepik.com/" title="Freepik">Freepik</a> from <a href="https://www. flaticon.com/" title="Flaticon">www.flaticon.com</a> is licensed by <a href="http://creativecommons.org/licenses/by/3.0/" title="Creative Commons BY 3.0" target="_blank">CC 3.0 BY</a></div> Figure. Flaticon. No date. Sun umbrella free icon. [online image]. Available from: <div>Icons made by <a href="https://www.freepik.com/" title="Freepik">Freepik</a> from <a href="https:// www.flaticon.com/" title="Flaticon">www.flaticon.com</a> is licensed by <a href="http://creativecommons.org/licenses/by/3.0/" title="Creative Commons BY 3.0" target="_blank">CC 3.0 BY</a></div> Page 79 Figure. Nix, T. 2017. No name. [photograph]. Available from: https://unsplash.com/photos/ CNguCOudOAM Figure. Dziubinska, A. 2014. London Underground atrium. [photograph]. Available from: https:// unsplash.com/photos/mVhd5QVlDWw Figure. Race, H. 2017. This is a shot of the owner of New Zealand watch company - Hunters Race. [photograph]. Available from: https://unsplash.com/photos/MYbhN8KaaEc Figure. Odiin, E. Lightroom Presets available (link in profile). [photograph]. Avilable from: https://unsplash.com/photos/jbQvJx2EWnU Figure. Newhall, M. 2017. Bend man. [photograph]. Available from: https://unsplash.com/ photos/uAFjFsMS3YY Figure. Honeywill, N. 2018. Like I said before I LOVE taking photos during church!. [photograph]. Available from: https://unsplash.com/photos/dGxOgeXAXm8 Figure. Bengs, J. 2018. This is the best place to watch people watching other people, while wondering if people watching people are also watching you back, while getting a tan.

Discussing the girls on the beach while on vacation with some friends in the Mediterranean after graduating high school. [photograph]. Available from: https://unsplash.com/photos/mA_ lknGurfc Figure. Spratt, A. 2017. Beach life. [photograph]. Available from: https://unsplash.com/ photos/03SU9tzAHvY Figure. Stil. 2017. Packing list. [photograph]. Available from: https://unsplash.com/photos/ TVllFyGaLEA Page 80 Figure. Café Dori. 2019. Homepage. [online image]. [Accessed on 5/5/2019]. Available from: https://www.nappadori.com/cafe-dori Figure. Whiting, L. no date. Bristol Beer Factory| Arnolfini Café Bar. [online image]. [Accessed on 5/5/2019]. Available from: https://www.arnolfini.org.uk/visit/cafe-bar Page 81 Figure. Jam Café, no date. All-day breakfast spot Jam Café announces plans to open second Vancouver location. [online image]. [Accessed on 5/5/2019]. Available from: https://www. straight.com/food/1115161/all-day-breakfast-spot-jam-cafe-announces-plans-open-secondvancouver-location Figure. Catalyst Café. 2019. Homepage. [online image]. [Accessed on 5/5/2019]. Available from: https://www.catalystcafecambridge.com/ Page 82-83 Figure. Nomliving. 2019. Coconut Wood, a sustainable material for out kitchen. [online image].

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Der Überbegriff des Projektes lautete Surrealismus. Alle 12 Fotos entstanden analog ohne Zuhilfenahme von Photoshop o.ä.. [photograph]. Available from: https://unsplash.com/photos/ YH0yvLb9tCw Page 76 Figure. Dumlao, N. 2018. No name. [photograph]. Available from: https://unsplash.com/photos/ lb2VmFq-0xI Figure. Distel, A. 2019. Model: @Austindistel https://www.instagram.com/austindistel/ Photographer: @breeandstephen https://www.instagram.com/breeandstephen/. [photograph].

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