TEST YOUR INSIGHTS Ins ight c om p a r i s o n a n d a n a l y s i s re p o r t
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2 Fig 1 - Still Life Fruit
INTRO “Get rid of artificial scents and go natural. Replace them with essential oils which are proven to be medically therapeautic” - Additude magazine 2014 With new food and fitness blogs popping up daily, a healthy lifestyle seems to be on everyone’s agenda. People are becoming more concerned with the contents of what they’re consuming, as well as their physical wellbeing. All of our insights are derived from the idea of natural ingredients.
Natural ingredients are pretty essential when looking into sensitive skin. Three areas kept cropping up when researching further into this topic; children’s skin, the face and intimate areas. This created a starting point for our 3 insights.
CONTENTS
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INSIGHT ONE
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INSIGHT TWO
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INSIGHT THREE
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RECOMMENDATION
ONE When looking further into the topic of natural ingredients, young children was a certain demographic that cropped up numerous times. As today’s society become more concerned with living a healthy lifestyle, we saw this as an opportunity to develop our first idea. Looking on multiple sources, we realised that there was a lot of products to help adults sleep however not so many for children. The branding for these products are dull due to the target market they are aimed at however because we are targeting children we can make it more playful. I believe this is essential as the child won’t feel like they are taking medicine. By creating a product to help relax children as well as making the branding playful but honest we have filled a gap in the market.
5 Fig 2 - Still Life Lavender
ADULTS
AFFORDABLE EXPENSIVE
Fig 3 - Competition Positioning Map - 1
CHILDREN
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WHERE WILL OUR PRODUCT BE SOLD? As well as lack of competitors in the market, there is a lack of awareness for these products. Marketing is limited which leads to people being unaware these products actually exist. By advertising it on the right platforms and sell it in accessible stores we can resolve these issues.
Fig 4 - Co Op Pharmacy
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CONSUMER
- Mother of a young child (aged 2 - 10) - 28 - 40 years old - Married - Enjoys exercising and activities like yoga, spa retreats - She has been interested in the health hype that is going on, so ingredients are important within her lifestyle
Fig 6 - Consumer Moodboard - Idea 1
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TWO “Being a guy is not always pleasant, but at least, like balding and belching, it does not require much work� Masculine Elegance what is smell like by Luca Turin According to Eli Ankutse, a professional in the industry, the UK male grooming market rose by 2.6% between 2014 and 2015, but there is still room for it to grow. Although studies have shown that bacteria inhabits facial hair, I found that not many products in stores actually target this specific problem. With men preferring a quick and simple self-care regime, there certainly seems to be a gap in the market for a product to provide this quick solution. Sporting a full beard is becoming unfashionable and moustaches are going to be the next big thing. Our campaign will be linked to bringing back the gentleman aesthetic, which will be carried out by creating adverts with a tasteful, suave vibe; opposing the bachelor lifestyle. By harnessing social media, we will #BringTheGentlemanBack, creating a product/brand that both the consumer, and their partner, will trust and buy into.
8 Fig 7 - Man Playing Bowls
EXCLUSIVITY
AFFORDABLE EXPENSIVE
Fig 8 - Competitor Positioning Map 2
MASS MARKET
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WHERE WILL OUR PRODUCT BE SOLD? Considering the similar aesthetics, our competitors will include masstige brands, such as Penhaligon’s,Truefitt & Hill, and Dr Harris & Co Ltd. However, offering a product that is easily accessible in mass market stores, such as Boots, will ensure that the busy consumer is provided with a quick fix. Furthermore, creating a 100% natural product will set us aside from the competitors. With regards to a price point, I found that the majority of men would happily invest an average of £33.07 on a grooming product. Our product will be marketed at a slightly lower price so that we can appeal to a mass market.
Fig 9 - Boots store
Fig 10 - Barber shop
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CONSUMER
- Male - Age 22 - 30 - In a relationship - Young professionals - Working in a city means he is very busy and likes to look good but be quick. - Creative -Shops in stores like Urban Outfitters
Fig 11 - Consumer Moodboard - Idea 2
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THREE The feminine hygiene industry is a multi-billion dollar market and is expected to grow during 2015 - 2020. Given that there is now a larger percentage of young adults using wipes and sprays, this is an ideal time to introduce a new product/brand which stands for something different. Unlike other products that are currently on the market, ours will contain all natural ingredients. By replacing the humorous tone of current adverts with an honest outlook, we will market ourselves as trustworthy and reliable. Femfresh, one of our main competitors, have been criticised for not using the words ‘vagina or vulva’ in their campaigns. By bringing more truth and honesty into the market, young girls will feel less embarrassed to use such products.
11 Fig 12 - Girl picking flower
TRUTH /HONESTY
AFFORDABLE EXPENSIVE
Fig 13 - Consumer Positioning Map 3
HUMOROUS/WIT
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WHERE WILL OUR PRODUCT BE SOLD? Feminine hygiene products are more of a necessity than a luxury which means that they have to be easily accessible. Our product will be sold in mass market drugstores, such as Boots, as well as chain supermarkets e.g. Tesco and Sainsbury’s. Due to the natural ingredients used in the product, our price point will be higher than Femfresh, but we are aware that consumers are willing to pay more for higher quality.
Fig 14 - Boots
Fig 15 - Sainsbury’s store
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CONSUMER
- Older teenager - Young adult - Could be recomended by her mother - Quiet - Likes to read books - Drinks tea, becoming involved in the health hype
Fig 16 - Consumer Moodboard - idea 3
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RECOMMENDATION “The Category has seen a rise in recorded advertising expenditure, with recent campaigns focusing on empowerment as a theme” - Mintel March 2016 I believe that the idea our group should go with is insight 3, a feminine hygiene product. With fourth wave feminism creating big conversations about gender, it is the right time to launch this brand and for it to make a difference in its industry. According to our research, the concept of having an open, honest approach to the topic is something that our consumers want. Granted, it may be
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difficult to get rid of this ‘stigma’ without humour, which may mean keeping an small aspect of that in, but I think it is time a company tried.
15 Fig 17 - Feminine hygiene moodboard
REFERENCES In Cosmetics. 2015. Trends in the global men’s grooming market. [ONLINE] Available at: http://news.in-cosmetics.com/2015/01/trends-in-the-global-mens-grooming-market/. [Accessed 18 March 16]. Mintel . 2016. [ONLINE] [Accessed 22 March 16]. Professional Beauty . 2012. Fit celebrities and wellness trends driving growth in male grooming market. [ONLINE] Available at: http://www.professionalbeauty.in/home/industry_ news_more/fit-celebrities-and-wellness-trends-driving-growth-in-male-grooming-market. [Accessed 17 March 16]. Professional Spa and Wellness. 2016. Celebrity culture drives rise of the UK’s male grooming market. [ONLINE] Available at: http://professionalspawellness.com/site/LatestNewsDetails/ celebrity-culture-drives-rise-of-the-uk-s-male-grooming-market. [Accessed 18 March 16]. Stacey Turis, Additude Magazine. 2014. A Soothing Setting for the Anxious ADHD Child. [ONLINE] Available at: http://www.additudemag.com/adhdblogs/27/10005.html. [Accessed 21 March 16]. The Guardian . 2012. You can stick your feminine hygiene product ads up your hoo haa, Femfresh Naomi McAuliffe. [ONLINE] Available at: http://www.theguardian.com/ commentisfree/2012/jun/22/femfresh-feminine-hygiene-products. [Accessed 07 March 16]. WGSM. 2016. [ONLINE] [Accessed 12 March 16].
ILLUSTRATIONS Cover Image -Unknown, Pur wellness shop [ONLINE]. Available at: http://retaildesignblog. net/2014/03/06/pur-wellness-shop-by-bond-helsinki-finland/ [Accessed 16 March 16]. Fig 1 - Kimberley Hasselbrink, (Unknown), Still Life Food [ONLINE]. Available at: http:// kimberleyhasselbrink.com/food1 [Accessed 20 March 16]. Fig 2 - Kim Klassen, (Unknown), Still Life Lavender [ONLINE]. Available at: https:// duckprintsgallery.wordpress.com/2015/02/17/expansion/ [Accessed 21 March 16]. Fig 3 - Competition Positioning Map 1 (Own work) Fig 4 - Unknown, Co Op Pharmacy [ONLINE]. Available at: http://static.independent.co.uk/ s3fs-public/thumbnails/image/2015/02/09/23/50-Co-op.jpg [Accessed 22 March 16]. Fig 5 - Unknown, Lloyds Pharmacy [ONLINE]. Available at: http://www.t3pharmacydesign. co.uk/projects/lloyds-pharmacy-west-bromwich/ [Accessed 22 March 16]. Fig 6 - Consumer Moodboard Idea 1 (Own work) Fig 7 - Kimberley Hasselbrink, (Unknown), Man Playing Bowls [ONLINE]. Available at: http:// kimberleyhasselbrink.com/california-olive-ranch [Accessed 19 March 16]. Fig 8 - Competiton Positioning Map 2 (Own work) Fig 9 - Unknown, Boots store [ONLINE]. Available at: http://mhealthinsight.com/2011/04/25/ nokia-may-have-killed-the-pharmacy-business-but-could-mobiles-now-be-the-saviour/ [Accessed 19 March 16]. Fig 10 - Unknown, (1800), Barber shop [ONLINE]. Available at: https://www.woont.com/en/ Interiors/Public-Buildings/Shops/L’Immagine-Parrucchieri-Fano-1126 [Accessed 19 March 16]. Fig 11 - Consumer Moodboard - Idea 2 (Own work) Fig 12 - Kimberley Hasselbrink, (Unknown), Girl Picking Flower [ONLINE]. Available at: http:// kimberleyhasselbrink.com [Accessed 20 March 16]. Fig 13 - Competition Positioning Map 3 (Own work) Fig 14 - Unknown, Boots [ONLINE]. Available at: http://www.huffingtonpost. co.uk/2014/08/06/boots-us-ownership_n_5653582.html [Accessed 21 March 16]. Fig 15 - Unknown, Sainsburys [ONLINE]. Available at: http://www.thedrinksbusiness. com/2016/02/mumms-the-word-at-sainsburys/ [Accessed 21 March 16]. Fig 16 - Consumer Moodboard Idea 3 (Own work) Fig 17 - Feminine Hygiene Moodboard (Own work)
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