Page 1


Chloe Wicks N0329445

Negotiated Project Stage 1 FASH30001


Contents Page

1 IntroductionBrand History 2 3 Initial Thoughts Seventeen Brand Analysis 4 Analysis 5 Packaging Primary Research Photos 6 Research 7 PrimaryConsumer Analysis 8 Beauty Industry 9 Competitor Analysis 10


11 Celebrity Endorsement Social Media 12 Packaging Trends 13 Fashion Influences 14 15 Make-up & Colour Trends Recommendations 16 17 Appendix


Introduction This Research project was looking at the cosmetics brand ‘Seventeen’. Throughout this report is the research that myself and my group have un-dertaken and the recommendations that we propose the brand take on to become more successful for their new brand repositioning.


Introduction

Figure 1: Face Studio.


Brand History

1968

1977

1972 Figure 2: Brand History Timeline

1985

1981

1


1989

1998

2014

2005


E-COMMERCE Make-Up

Interaction

RANGE

PRICE

£££

SOCIAL MEDIA

What are ‘Seventeen’s’ problems?

PACKAGING

CONSUMER PERCEPTION

Not Recognisable


Initial Thoughts ONLINE

Social Media

NAME CHANGE?

BRAND IDENTITY

Where do ‘Seventeen’ need help?

VISUALS


Seventeen Brand Analysis Lack of Consistancy

New Logo

Successful brand with LOTS of potential

Figure 3: Seventeen Brand Analysis.


Consumer Opinions NT

CE I PR

I O P

TARGET MARKET

PO

SI T

IO N

IN G

CURRENT PACKAGING


Packaging Analysis

- Not recognisable. - Still using old logo.

Figure 4: Old 17 Products

Old C ollec ti

on

In store:

Figure 5: Seventeen Stand.

- No story within their ranges. -New products do look better. - Inconsistent (17/Seventeen). -A lot of empty shelves.


New Collection

Figure 6: New Seventeen Products


Figure 7: In Store Photographs


Primary Research Photos


Relationship with your Make-up bag

Primary Research

Figure 8: Primary Reasearch


Which brand would you consider the ‘best value’ cosmetic brand?

They said:

&

94% 72%

Of people we surveyed said that they were awear of the brand Seventeen.

8

on average people have approximately

different brands in their make-up bags.


What’s your favourite make-up product?

M

AS C

AR

(61 respondents) FOUNDATION

R HE US BL

ER

BRONZER

K IC T PS

LI

Figure 9: Survey Results

LIPGLOSS

LIN

E EY

EYEBROW PENCIL

A


Which make-up product do you buy most frequently? (61 respondents)

23% LIPSTICK

FOUNDATION

5%

25%

EYEBROW PENCIL

LIPGLOSS

15% EYELINER

MASCARA

6% BRONZER

16% BLUSHER

5%

5%


Beauty Industry Categories:

We segmented the beauty industry into three categories as set out below. We decided that ‘Seventeen’ best git into the MASS category. We then split this category up into our potential consumers within the new target market.

TEEN

MASS PRESTIGE

Figure 10: Beauty Industry Categories.

New Target market: consumer groups


Consumer Analysis enjoys:

Shopping, going out with her friends and spending time with her fiancé. occupation:

Teaching Assistant average annual income:

£15, 500

30

years old

Engaged

FEMALE spends approx:

£370

a year on make-up

Consumer Profile. The Future Consumer

Figure 11: Consumer Profile


What’s in your make-up bag?

Figure 12: What’s in your make up bag?


AGES 25 - 35


Beauty Industry

Britons spent more than 13 billion pounds

on make-up, other cosmetics and trips to the hairdressers last year (ÂŁ216 each). (Mintel, 2013)


Customers are looking for an inexpensive treat to make them feel good and a small thing, like a lipstick, can make a big difference to someone’s day. (Peter Bainbridge, on The Guardian, 2009)

Figure ?: Seventeen’s Official Make-up Artist, Vanesa Guallar Figure ?: Seventeen’s Skin WOW! 3 Way Highlighter

“I am completely obsessed with this new product (SEVENTEEN Skin WOW! 3 Way Highlighter). This highlighter is perfect for all day wear and it will make your cheek bones pop like a superstar- what’s not to love?” (Guallar, 2013 in Grazia)

“Customers are looking for an inexpensive treat to make them feel good and a small thing, like a lipstick, can make a big difference to someone’s day.”

Figure ?: Vanesa Guallar’s Make-up bag.

(Peter Bainbridge, 2013)

Figure 13: Beauty Industry


Classic

Low End

High End

Contemporary


Competitor Analysis

Figure 14: Competeitor Analysis.


Celebrity Endorsement Figure 15: Celebrity Endorements

Other good examples of successful Celebrity Endorsement within the cosmetics industry

“This brand (Rimmel) has seen a huge increase in sales since the top model Kate Moss has been used in its advertising campaigns.� (The Perfomance Leader, 2013)


One of Seventeen’s Main Competitors

Figure 16: Rimmel & Kate Moss.

Great Celebrity Ambassador for their brand.


Keep Social Media Platforms Cohesive & Build Followers!

MainCompetitor Rimmel has 319,360 whereas

SEVENTEEN have, 89,000. Need to increase followers.

USE NEWEST TECHOLOGICAL ADVANCEMNTS TO CONNECT WITH CONSUMERS

Pinterest has grown dramatically over recent times and is a social media site that no brand should be without.


Social Media

NO PINTEREST? INSTAGRAM? NO PINTEREST?

“It’s an excellent channel for brands to repurpose their marketing content. Brand adoption has increased significantly, which has made it a great place for consumers to connect with those brands.” (Facebook, 2013, in InsideFacebook, 2013)

Figure 17: Social Media

72% of consumers trust online reviews as much as personal recommendations. 81% of consumers say that posts by their friends on social media influence their purchases. (Search Engine Journal, 2012)

78 % of consumers say that the posts made by companies on social media influence their purchases. 62% of consumers end up making a purchase instore after researching it online. (Forbes, 2012)


Packaging Trends Distinction Through Packaging

Figure 18: Packaging Trends

ATTENTION GRABBING


Sustainability is KEY

Function & Efficacy


FROM THE CATWALK

Limited Edition Fashion Influenced Products


Stay on top of key fashion trends as well as make-up and colour!

Figure 19: Fashion Influences

Fashion Influences


Make-up & Colour Trends Relate key trends to new ranges.

The Celebrity Look

Contact bloggers, influencers and celebrities to wear the products.


LIMITED EDITION

Seasonal Colour Palettes

TREND lead and inspired collections.

Figure 20: Makeup & Colour Trends

Tutorials & Instructions on how to achieve certian looks


Recommendations CONSISTENT

Consistent packaging throughout the brand

CREATE STRONG BRAND IDENTITY

Establish New Ways to Reach Bloggers & Early Adopters.

Create a Powerful Online Presence

Create Buzz around the Brand


Create Strong Marketing Campaign for Relaunch.

Make Social Media Platforms More Cohesive Create New Reference Points & Decrease the Range

Become the ‘go to’ make-up brand for 25-35 year olds.

Create New Reference Points, e.g. Shade Names.

Use Celebrity Endorsement/ Brand Ambassadors.


Coming

2015 E


g soon....

Edition


S.W.O.T


Appendix P.E.S.T


TUTORIAL RECORD SHEETS


Interview 1:


Interview 2:


Interview 3:


Interview 4:


Online Survey: Your Make-up Bag


Results:


Online Survey: Are you on or off?


Email Survey:


Focus Group:


Make-Up Survey:


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References: - Bainbridge, P (2009). All smiles at L’OrÊal and Boots as cosmetics buck recession. [accessed online] Available at: [online] Available at: http://www.theguardian.com/business/2009/aug/28/boots-loreal-recession-makeup. [last accessed: January 3rd 2014]. - Smith, C (2013) By the numbers: 51 interesting Instagram statistics. [online]. Available at: http://expandedramblings.com/index.php/important-instagram-stats/#.UuI9vaNFCUk [Last accessed 1st January 2014] - Olenski, S (2012). Are Brands Wielding More Influence In Social Media Than We Thought? [online] Available at: http://www.forbes.com/sites/marketshare/2012/05/07/are-brands-wielding-more-influence-in-socialmedia-than-we-thought/. [last accessed: 5th January 2014]. - Anderson, M (2012). Study: 72% Of Consumers Trust Online Reviews As Much As Personal Recommendations. [online] Available at: http://searchengineland.com/study-72-of-consumers-trust-online-reviews-asmuch-as-personal-recommendations-114152. [last accessed: January 5th 2014].


Illurstrations: Front Cover: - Black Seventeen, Facebook (2013). [online] Available at: https://www.facebook.com/officialSEVENTEEN/ photos_stream. [Last accessed: 27th January 2014]. - Green Seventeen, Facebook (2013). [online] Available at: https://www.facebook.com/officialSEVENTEEN/ photos_stream. [Last accessed: 27th January 2014]. - Eye, Facebook (2013). [online] Available at: https://www.facebook.com/officialSEVENTEEN/photos_ stream. [Last accessed: 27th January 2014]. - Lips, Facebook (2013). [online] Available at: https://www.facebook.com/officialSEVENTEEN/photos_ stream. [Last accessed: 27th January 2014]. Figure 1: Face Studio: - own scanned images - Face Studio. Facebook (2013). [online] Available at: http://www.seventeenfacestudio.com/. [last accessed: 10th January 2014]. Figure 2: Brand History Timeline. Own collage created from images from various sources. Figure 3: Seventeen Brand Analysis. Images available from various sources. - 4 Own images (2013) Figure 4: Old 17 Products. Various images. [online] Available at: -Old 17 nails (2010) [online] Availablehttp://www.stylejunkee.com/wp-content/No17%20Nail%20polish.jpg. [Last accessed: 23rd January 2014]. - Old 17 eyeshadow (2010). [online] Available at: http://www.stylejunkee.com/wp-content/17%20eye%20 shadow.jpg. [Last accessed: 23rd January 2014]. - Old trio 17 makeup. [online] Available at: http://l1.yimg.com/bt/api/res/1.2/zQNlxXeL1_7Z8D83.bzR5Q--/ YXBwaWQ9eW5ld3M7cT04NTt3PTYzMA--/http://l.yimg.com/os/401/2012/10/11/17bargains09102012-2jpg_165312.jpg. [Last accessed: 23rd January 2014]. - Old 17 lipstick (2012). [online] Available at: http://img.dooyoo.co.uk/GB_EN/orig/0/5/9/3/5/593581.jpg. [Last accessed: 23rd January 2014]. - 17 blusher, [online] Available at: https://lh4.googleusercontent.com/-n3ErWEDJtww/TW7JrX1k22I/ AAAAAAAAC_M/AIEKNal9L_U/s1600/DSC01161.JPG. [Last accessed: 23rd January 2014]. - Old 17 concealer, [online] Available: http://img.dooyoo.co.uk/GB_EN/orig/1/0/5/9/8/1059874.jpg. [Last accessed: 23rd January 2014]. Figure 5: Seventeen Stand. Own Image (2013). Figure 6: New Seventeen Products. - Seventeen makeup sets (2013) [online] Available at: http://beautygeekuk.com/category/beauty-deals. [Last accessed: 23rd January 2014]. - New Seventeen. [online] Available at: http://4.bp.blogspot.com/-8Tf4NR5s_qk/UiiBImD8hTI/ AAAAAAAANXs/5GeQPbFZabA/s1600/17%2B(1).JPG. [Last accessed: 23rd January 2014]. - Seventeen.[online] Available at: http://beautygeekuk.com/2013/09/seventeen-face-studio.html. [Last accessed: 23rd January 2014]. - All Black Seventeen. [online] Available at: http://together.futurebuilding.co.uk/wp-content/uploads/2013/11/cs_boots_seventeen_001.jpg. [Last accessed: 23rd January 2014].


Figure 7: - In Store Photographs. All own images, and Female Photographer – [online] Available at:http://socialsavvysarah.com/wp-content/uploads/2012/07/female-photographer-silhouette-1-trans-left3.png. [Last accessed: December 29th 2013]. - Nail Varnish Spill. [online] Avaliable at: http://wallpapersparacelular.com/wp-content/uploads/2013/12/ nail-polish-spillfamous-spills-bigwords-livbp97f.jpg. [last accessed 17th January 2014]. Figure 8: Primary Research. 3 Own images (2013) and Figure 9: Survey Results. Make-up kit images [online] Available at: http://static9.depositphotos. com/1029662/1124/v/950/depositphotos_11245535-Woman-Female-Makeup-Cosmetic-Product-Silhouette-Object.jpg. [last accessed: 20th January 2014]. Figure 10: Beauty Industry segmentations: - Prestige. £ sign. [online] Available at: http://www.publicdomainpictures.net/pictures/40000/nahled/poundsign-black.jpg. [last accessed 24th January 2014]. - Mass. [online] Available at: http://www.clker.com/cliparts/4/p/3/I/V/d/large-man-woman-bathroom-sign. svg. [last accessed 24th January 2014]. - Teen. [online] Available at: http://www.123rf.com/stock-photo/teen_silhouette.html. [last accessed 24th January 2014]. - New target market groups: own images. Figure 11: Consumer Profile. - Ring. [online] Available at:http://www.shutterstock.com/pic-4791952/stock-vector-wedding-or-engagement-ring-symbol.html. [last accessed 24th January 2014]. - Women silhouette. [online] Available at: http://depositphotos.com/7296706/stock-photo-Clip-Art-Illustration-of-the-Silhouette-of-a-Woman-with-Shopping.html. last accessed 24th January 2014]. - Kiss. [online] Available at: http://www.kdhamptons.com/wp-content/uploads/2013/02/kiss-lips3.jpg. [last accessed 17th January 2014]. Figure 12: What’s in your makeup bag? Own images (2013). Figure 13: Beauty Industry. - Make-up Artist. (2013)Seventeen’s Official Make-up Artist, Vanesa Guallar. [last accessed: 10th December 2013]. - Charts. Mintel. [online] Available at: www.mitel.com. [last accessed: 10th December 2013]. - LIPSTICKS. [online] Available at: http://us.123rf.com/400wm/400/400/designfgb/designfgb1204/designfgb120400116/13214829-sketch-of-lipsticks-isolated-on-a-white-background-vector-illustration.jpg. [last accessed: 24th January 2014]. Figure 14: Competitor analysis: - Own made perceptual map - Own images - Own mind map Figure 15: Celebrity Endorsement. Own collage created from various online images. [online] Available at: - Megan Fox. [online] Available at: http://itsfashionating.com/wp-content/uploads/2013/08/blog-celeb-endorsement-9.jpg. [last accessed: 20th January 2014]. - Beyoncé. [online] Available at: http://2.bp.blogspot.com/-dqlbaYre6eA/T0_AhxVhYLI/AAAAAAAAUWw/ ZJDoBn97AJs/s640/beyonce-loreal-glamour-0211.jpg. [last accessed: 20th January 2014].


- Natalie Portman. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/ celebrities/natalie-portman/images/natalie-portman-dior-makeup.jpg. [last accessed: 20th January 2014]. - Jessica Alba. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/jessica-alba/images/jessica-alba-revlon-cosmo-03-2011.jpg. [last accessed: 20th January 2014]. - Katie Holmes. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/katie-holmes/images/katie-holmes-bobbi-brown.jpg. [last accessed: 20th January 2014]. - Nicki Minaj & Enrique Iglesias. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/nicki-minaj/images/nicki-minaj-mac-viva-glam.jpg. [last accessed: 20th January 2014]. - Nicki Minaj. [online] Available at: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/nicki-minaj/images/nicki-minaj-mac-viva-glam-2013.jpg. [last accessed: 20th January 2014]. - Iris Apfel. [online] Available at: http://trendland.com/wp-content/uploads/2012/01/iris-apfel-mac-cosmetics.jpg. [last accessed: 20th January 2014]. Figure 16: Rimmel & Kate Moss. Various images. [online] Available at: - Kate Moss Rimmel. [online] Available at: http://3.bp.blogspot.com/-25egKrt5RGY/UUgQXzg-wcI/ AAAAAAAALG4/e-MDUNO-J0Q/s1600/KMM%2BPrint%2BCreative.jpg. [last accessed: 20th January 2014.] - Kate Moss (purple) [online] Available at: http://3.bp.blogspot.com/_KNKNrrvs9Es/TGv6AlFhX7I/ AAAAAAAAFHI/y4YQ_UJwaSE/s1600/rimmel-20060205-katemoss.jpg. [last accessed: 20th January 2014.] - Kate Moss. [online] Available at: http://www.beautyscene.net/wp-content/uploads/2013/04/Kate-MossRimmel-London-4.jpg. [last accessed: 20th January 2014.] - Kate Moss (tan). [online] Available at: http://1.bp.blogspot.com/_KNKNrrvs9Es/TGv46wsIr2I/ AAAAAAAAFG8/fFLRi6vle-s/s1600/rimmel-20060104-katemoss.jpg. [last accessed: 20th January 2014.] - Kate Moss [online] Available at: http://www.mymakeup.it/uploads/rimmel-20020201-katemoss.jpg. [last accessed: 20th January 2014.] - Kate Moss [online] Available at: http://fashionpluslifestyle.files.wordpress.com/2013/08/kate-moss-rimmellondon-spring-summer-2013-campaign-lip-lacquer.jpg%3Fw%3D800. [last accessed: 20th January 2014.] - Kate Moss (yellow) [online] Available at:http://juliapetit.com.br/wp-content/gallery/2013_04_11-katemoss-rimmel/r-thumbs/katemossrimmel1-1280x1280-inside.jpg. [last accessed: 20th January 2014]. -Kate Moss. [online] Available at:http://dailyspruce.files.wordpress.com/2012/07/kate-moss-spring_med_res. jpg. [last accessed: 20th January 2014]. - Kate Moss (10 years). [online] Available at: http://2.bp.blogspot.com/-X1XNgePjkyU/Tpi7gbMEyTI/ AAAAAAABOA0/0_Pp-oxqmxE/s1600/kate%2Bmoss.jpg. [last accessed: 20th January 2014.] Figure 17: Social Media. - Facebook Seventeen. [online] Available at: https://www.facebook.com/officialSEVENTEEN. [last accessed January 29th 2014]. - Facebook Rimmel. [online] Available at: https://www.facebook.com/rimmellondon. [last accessed January 29th 2014]. - Rimmel Instagram. [online] Available at: https://www.instagram.com/#rimmel. [last accessed January 29th 2014]. - Seventeen Pinterest. [online] Available at: https://www.pinterest.com/rimmel. [last accessed January 29th 2014]. Figure 18: Packaging Trends. - Make Up Images. Pinterest. [online] Available at: http:// www.pinterest.com/cosmetics. [last accessed: 21st January 2014.] - Origins sign. [online] Available at: http://www.sustainablecosmeticssummit.com/. [last accessed: 21st January 2014.] - Recycle Sign. [online] Available at: http://www.greenpackaginggroup.com/wp-content/uploads/2013/02/ untitled.png. [last accessed: 21st January 2014.]


- Packaging. [online] Available at: http://thumbs.dreamstime.com/x/black-cosmetic-packaging-box-studio-photography-cosmetics-isolated-white-background-34187489.jpg. [last accessed: 21st January 2014.] Figure 19: Fashion Influences. - Lace Catwalk. [online] Available at: http://www.pinterest.com/pin/465630048944815691/. [last accessed 23rd January 2014]. - Lace Nails [online] Available at: http://www.pinterest.com/pin/465630048944815691/. [last accessed 23rd January 2014]. - Metallic Nails. [online] Available at: http://penelopesoasis.com/wp-content/uploads/2012/05/gold-beautynails.jpg. [last accessed 23rd January 2014]. - Metallic Catwalk. [online] Available at: http://1.bp.blogspot.com/-eYIPeo89fnw/UFD7x2R9DaI/ AAAAAAAAA8k/VIK1fdOSXcY/s1600/Desktop10.jpg. [last accessed 23rd January 2014]. - Leather Nails. [online] Available at : http://closetonthego.files.wordpress.com/2013/04/nails-inc-leather-effect-noho-1.jpg. [last accessed 23rd January 2014]. - Leather Catwalk. [online] Available at: - http://spicenotsugar.co.uk/wp-content/uploads/2012/09/le Leather. jpg. [last accessed 23rd January 2014]. - Studs Catwalk. [online] Available at: http://1.bp.blogspot.com/_jPyYlQDH1vY/TKNKt6jm3BI/ AAAAAAAADt4/Be-_cma_pmY/s1600/burberry-prorsum-just-add-studs.jpg. [last accessed 23rd January 2014]. - Studs Nails. [online] Available at: http://d2tq98mqfjyz2l.cloudfront.net/image_cache/1379226898995272. jpg. [last accessed 23rd January 2014]. - Velvet Nails. [online] Available at: http://i1157.photobucket.com/albums/p599/Rosentreu/RedVelvetNails_3.jpg. [last accessed 23rd January 2014]. - Velvet Catwalk. [online] Available at: http://i01.i.aliimg.com/wsphoto/v1/1377051249_1/Free-Shipping2013-Autumn-And-Winter-Fashion-Catwalk-Golden-Appliques-Bead-3-4-Sleeve-Wine-font.jpg. [last accessed 23rd January 2014]. Figure 20: Makeup & Colour Trends. - Make-up. [online] Available at: http://www.harpersbazaar.com/beauty/makeup-articles/best-oxblood-lipstick#slide-12. [last accessed 22nd January 2014]. - Broken Eye shadows. [online] Available at: http://media3.onsugar.com/files/2013/05/09/997/n/1922153/ 0cd712fc5cd5b606_.xxxlarge/i/How-Save-Broken-Makeup.jpg. [last accessed 22nd January 2014]. Figure 21: - Red Curtains. [online] Available at: http://www.freegreatpicture.com/cat/photo-10261. - Kisses. (2013). [online] Available at: http://whateverafter.co.uk/quizzes/is-he-going-to-kiss-you. [last accessed: 29th January 2014].


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