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Ella Josey: N0573593 Rasheedat Duroshola: N0578848 Isabel Allinson: N0585611 Nathan Walker: N0628434 Final Word Count: 3845.


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Contents 3. An intoduction 4. Primary and Secondary Research 5-6 Methodology 7-8 Brand architechture & positioning 9-10 Target consumer and pen portrait 11-12 SWOT 13-14 Market health 15-16 Market insights and macro trends 17-18 Brand innovation strategy 19-22 Skincare trends 23-26 Perceptual maps 27-29 Conept NPD’s 30. The shortlisting process 31. Final NPD 32. Potential sales value 33-35 Product packaging 36. Timeline of Implementation 37. The 4 P’s 38-41 Marketing Strategy


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The beauty industry is one of the most innovative and lucrative industries which shows no signs of slowing down its development any time soon. Staying ahead in this industry is tough due to the saturation of the market both nationally and internationally. Consumers expect so much more than they ever previously have and demand to have it instantaneously. As online sales continue to grow with the increase in online discounters and subscription services, in-store retailers have to stay resilient and offer a more interactive experience for consumers. Ensuring that consumers stay brand loyal is perhaps one of the hardest things to do yet many brands manage to maintain their consumer following. It is essential that brands stay competitive by maintaining their relevancy with consumers and producing innovative products.


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Primary Research Primary research was conducted in two parts, the first was in generating insight which consisted of online interviews and interviews with beauty experts. The latter part was about testing the ideas that had been created which took place in the forms of focus groups and staff interviews. The sample that these research methods were carried out was particularly on women aged 18-25 as they fit into Soap & Glory’s core consumer demographic. Secondary Research A variety of sources have been used to gather information to develop an understanding and depth of trends in the beauty industry. Retail reports and consumer reports have been vital during the ideation stage to ensure that key trends have been highlighted and analysed. Offline resources were essential in enabling innovation, magazines, books and other offline stimulus proved greatly beneficial in developing original ideas and concepts for the brand.


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Generating Insight An online survey was conducted, featuring 100 respondents, in order to gain an insight into consumer behaviours and attitudes towards beauty. This increased the understanding of consumer usage and needs especially in terms of regimes and usage frequency. Although the survey did not have the robustness needed for a deep understanding of consumer needs, it did highlight patterns which provided a basic understanding. It was advised that all respondents fit the brand’s target consumer demographic. However, this may not have been fully achieved as respondents were not pre-selected nor can it be accurately checked due to anonymity. To improve upon this, a further survey could be conducted which ensured all respondents fit the demographic requirements. Short interviews were carried out on 20 beauty experts to generate and develop ideas regarding upcoming trends in the beauty industry. The interviews were carried out with open questions to allow participants to provide detailed answers. Experts from a variety of specialisms were selected to ensure that the research did not become too narrowly focused. To further research, more in-depth questions could be included in the interviews to gain greater depth and understanding of the beauty industry. Enabling killer insights to become more overt and readily available.


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Testing Ideas Two groups of six participants took in part discussion groups centred around three prospective product lines. Participants were selected based on their gender, age and attitudes towards beauty. The discussion groups were set to gain insight into consumer opinions and attitudes, allowing further development to take place as well as capturing any issues that consumers felt were important. Participants were shown mock up images for graphics of products to gain insight into their opinions and perceptions. As the discussion was based around beauty, it may have been useful to have included more sensory stimulation. Providing participants with scents could allow a deeper insight. Interviews were carried out on ten members of beauty staff in-store. This method was chosen as those who work at this level have perhaps the best insight into what consumers want and problems that arise. Questions were selected to test proposed NPDs with staff, to receive their reactions and their insight. Mock ups of products and their graphics were shown to staff for them to provide their thoughts and opinions. To further enhance this research, a follow up interview showing produced samples for staff to inspect and critique could be invaluable. This would provide feedback which would allow for further product development. Interviews were carried out on ten members of beauty staff in-store. This method was chosen as those who work at this level have perhaps the best insight into what consumers want and problems that arise. Questions were selected to test proposed NPDs with staff, to receive their reactions and their insight. Mock ups of products and their graphics were shown to staff for them to provide their thoughts and opinions. To further enhance this research, a follow up interview showing produced samples for staff to inspect and critique could be invaluable. This would provide feedback which would allow for further product development.


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In 2014 pharmacy giant, Boots Alliance bought beauty brand Soap & Glory for £50m. After holding a minority stake in the company since 2011. Soap & Glory is a fun and feminine brand, which was started in 2006 by entrepreneur Marcia Kilgore. In the beginning £300,000 was all she had for her vision of a brand which offered products that actually worked, after struggling herself to find products catered to her personal needs. “This has ensured that Soap and Glory, with its punning names, has kept true to its object of giving every girl ‘The best bang for her beauty budget’.” (Gee, 2014) Turnover £12.8m in 2015 which is down 18.45% Gross profit £7.8m in 2015 which is down 29.4% Net Assets 1.5m in 2015 which is down 57.3% Since their first launch in 2006, Soap & Glory have sold 7 million products globally, including the ‘Sexy Mother Pucker’ which was the “gloss on everybody’s lips” (Markwell, 2009) partly due to their very competitive pricing and high accessibility. Janice Robson at Boots, describes it is also partly due to the products “unique positioning of being emotionally engaging, making you happy when you use it” (Markwell,2009). In the same month of the release of Sexy Mother Pucker, Kilgore launched Soap & Glory Spa, “a nine-stockkeeping-unit line with more advanced formulations and slightly higher price points.” (Kennedy, 2008).


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For young empowered women who want a fun and affordable approach to beauty, who ‘want to discover their femininity on their own terms’. Soap and Glory concentrates on providing powerful, glamorous products which deliver a clear result instantaneously without the extortionate price tag. All about celebrating, building confidence through beauty by enhancing natural assets not hiding them and formulating products with a hint of tongue and cheek to elevate a mundane routine.


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Name: Katie Age: 22 Personality: Katie’s feminine, a go getter, with strong aspirations and big dreams for the future. She’s VERY digitally connected, you often can’t tear her away from her Instagram and personal lifestyle blog. She loves a girlie night out and sipping on cocktails in restaurants and bars – she much prefers this to going ‘out-out’. Although she’s not ostentatious and a big spender, she loves to pamper and treat herself now and again to feel relaxed in her hectic life, and not forgetting… she LOVES to shop.


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STRENGTHS Soap and Glory have cleverly created a distinguished brand image. By keeping their packaging fluid across all ranges and by using witty puns for their products names which connect with their target market. The packaging connotes a vintage feel, embracing the pin up era. This is a unique concept which makes it more memorable to the consumer. Soap and Glory have successfully demonstrated meeting the needs of the consumer by providing effective products at low price points Positive corporate social responsibility for example, their ‘2 Minute Rinse’ campaign which encourages people to shower in less than two minutes in aim of reducing water usage. The products are available in the most popular beauty retailer in the industry, Boots. WEAKNESSES Soap & Glory have a reasonably weak digital presence compared to their competitors restricting consumer engagement. To turn into a strength: S&G should focus on increasing their exposure by advertising on social media, to communicate with their target audience what products they offer and beauty techniques demonstrated by influential bloggers. S&G products can only be purchased from Boots and Harvey Nichols, limiting exposure compared to their competitors who feature in a larger scope of stores. To turn into a strength: Soap and Glory should celebrate this, to encourage the perception of the brand being exclusive to Boots. To enhance their store presence S&G should have their own stand in the store which features all their ranges to compete with Benefit who have a dominant store presence in Boots. OPPORTUNITIES S&G have grown to be associated as a ‘boots beauty brand’. Instead they should encourage the awareness of Soap & Glory as a competing beauty brand. With the growing trend to ‘be green’, S&G should launch another product like their ‘2 Minute Rinse’ to show their continued efforts for social responsibility To encourage interaction between the brand and consumer they should install more immersive experiences whereby the consumer can benefit through interacting with the products. THREATS The beauty industry is a saturated market with many brands competing for consumer’s attention, however the majority have longevity on the market which throughout the years have built a loyal customer base. To turn into a strength: S&G should introduce loyalty schemes to build trust and communication with consumers. A key competitor of S&G is Benefit, they speak a similar brand tone however they boost higher quality items at a higher price point. To turn into a strength: Continue to sell products at a competitive lower price point, as their target consumers age group is more likely to be price conscious.


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Figure 1

As a market forecast to reach a revenue of $344.4bn by 2021, an increase of 16% from 2016 (Figure 1), the global cosmetics market is one of the strongest, made so because of its “supply-driven market, spurred by innovation” (L’Oreal, 2015). Figure 1 showcases that within this lucrative market, skincare dominates as the largest driver behind profits accounting for 36.1% of global industry breakdown.


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Market Health/Insights

Figure 2

Whilst prestige brands such as Estee Lauder and Shiseido hold respectable stakes in cosmetics manufacturing through 4.1% and 2.7% estimated market share respectively, it’s powerhouses such as L’Oreal and Unilever who dominate the market with an estimated 10.2% and 7.3% market share; most likely due to their extensive brand portfolios. L’Oreal especially stands at the forefront of the industry with a $13.7bn brand value making it the most valuable cosmetics brand in the world. At a more domestic level, Figure 2 from Mintel depicting a ‘Best and Worst Case’ forecast for value sales of women’s skincare products poses a promising outlook for the market with a steady incline set to increase UK skincare market value to £1.22m by 2020. With these figures outlining a promising future for the skincare market, Soap&Glory is granted the opportunity to exploit trends seen within the market to further brand equity.


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Macro Trend: Handcrafted and DIY Products Njud DIY Skincare and Oleum Vera DIY Cleansing Kit “Interest in natural ingredients is on the rise as…Consumers want more control over the ingredients used in their beauty products.” (Stephenson Personalcare, 2016) Growing consumer knowledge in topics such as the benefits and risks of certain ingredients within cosmetics (such as mineral oil which consumers actively avoid due to fears of high toxicity) alongside a better understanding of what does and doesn’t work for their skin has meant consumers are increasingly eager to hold as much autonomy as possible over ingredients within their products. As this has meant that they at times must compromise on one ingredient in favour of another, the major appeal of DIY cosmetics is the power to choose which ingredients are utilised. Not only does this give the user a sense of involvement in the product’s creation and therefore strengthens their affinity with the brand in question, it simultaneously allows them the chance to experiment and potentially create a product entirely unique to them that wholly meets all their cosmetic needs. In an age where consumers are increasingly eager to distinguish themselves from the masses and seek the ability to personalise every aspect of their lives, the chance to hold autonomy over the formulation of their skincare has the potential to resonate deeply with consumers.


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Macro Trend: ‘Wellthy’ Consumers and Active Beauty A consequence of the Health and Wellness mega trend continuing to dominate global markets, consumers no longer view health as “merely the absence of illness, but…a lifestyle in its own right.” (Trendone, 2017) With a more holistic approach to health being adopted by consumers, the amount of ‘Wellthy’ consumers are on the rise. Equating a well-balanced and holistically healthy lifestyle as a form of wealth and even social standing, the wellthy are set to nourish the ‘wellthness’ sector into a $3.4trillion industry according to WGSN. In line with this new consumer mindset, athleisure focused cosmetics are beginning to gain traction with products offering claims of longevity and sweat resistance as consumers steadily seek light, gym-friendly makeup to boost their confidence during workouts. Previously considered a ‘taboo’ due to fears of skin issues such as clogged pores, consumers are embracing the idea of wearing make-up to the gym as evidenced by the 2,360,000 results returned from a YouTube search of ‘gym makeup’ of which the first twenty results averaged a total of 92,497.95 views. As an industry most “driven by consumer feedback” (Gordon, n.d) brands have responded to this growing demand by offering products with an athleisure focus with Birchbox’s own-label ‘Arrow’, ‘Tarte’ and ‘Kinx Active’ centring their product USPs around claims of longevity, hydration and travel-friendly packaging to complement the active lifestyle of the ‘wellthy’ consumer.


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Priortising Opportunity Platforms (Fig 3)


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Innovation Strategy – Prioritising Opportunity Platforms Figure 3 depicts the categorisation of the proposed NPDs measuring their potential sizes of opportunity against their ease of execution. Through this comparison of the NPDs, it is possible to weigh their strengths and weaknesses against one another to best determine which would not only best complement the existing Soap&Glory product portfolio but which has the potential to be the most lucrative by proposing a healthy ROI. The city defined primer and face pilates both sit within proximity of one another showing a high size of opportunity ad products like these show are highly innovative and not yet readily available at a drugstore price point making them a potentially great investment. However, their difficulty in terms of ease of execution make them an extremely risky venture for Soap&Glory and therefore not the most viable option to pursue. The superfood and pamper packs sit in the best opportunity position due to their ease of execution and lower cost benefits. Superfood stands as the best investment opportunity in its ‘big and easy’ segment, which is pushed further by the existing desire by consumers for such products in the ‘health and wellbeing’ trend.


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An online survey was conducted to identify problem areas faced by real women. The most prominent issues voiced were blemishes, acne problems and skin type issues – either very dry/ very oily combination skin. Other problems such as dry split ends were also highlighted however there is currently a plethora of products tackling these problems already in the skincare and cosmetic markets. Following from this, to understand problems that were a bit more personal and less generic a focus group was asked ‘Do you ever experience having puffy skin in the morning straight after waking?’. Surprisingly, 7 of the 12 focus group participants said that it was a problem for them. One respondent even stated that: ’ I have to wait at least 20 minutes every morning after I wake up before applying my makeup, I try and splash cold water on my face to make the slight swelling go down but I still look slightly weird’. Another suggested ‘I would be VERY interested in trying a product for this’. The participants were then asked about redness of the skin. 5 out of the 12 participants claimed that due to their natural colouring and harsh conditions such as wind, they often experience facial redness. ‘ I hate how my cheeks are constantly rosy, and I have a lot of uneven blotchy redness on my skin – it takes so much foundation to cover!’ Once these problems were identified and established, it was crucial to research ways to solve these in a way that would benefit consumers.

From skincare secondary research it became evident that there were many factors affecting the conditions of the skin, such as diet, rising pollution and weather conditions. The rise of pollution in London was particularly interesting in seeing the damaging effects to the skin and maybe this being a cause for our two main problem areas; puffy, inflamed skin, and facial redness. Another eye opening development throughout research was the effect of super-foods and the potentially calming properties that they could bring to the skin.


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Rising Pollution ‘In January 2017, Mayor of London Sadiq Khan issued a toxic air alert in London for the first time, based on “very high” pollution levels’ (Mintel, 2017). Skincare experts claim that pollution can be so damaging that the ‘effects on the skin alone include dryness, premature aging, skin rashes, eczema and acne’ (livestrong.com, 2015). Some skincare brands have been combatting the effects of pollution to the skin and hair for some time. An example of this is Herbal essences, who released a detoxifying shampoo, and Simple, who launched £7 million investment into their ‘Kind to City Skin’ campaign back in 2014. However, the drastic pollution increase in London creates a massive opportunity for brands to persuade consumers that anti pollutant products have now become a necessity for anyone who resides in a city. And when considering that ‘the UN predicts that by 2050, 67% of the world’s population will be living in cities.’ (Mintel, 2014). The potential for sales in this market could be massive and ensue massive profits, especially as the market is not yet fully saturated.


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Another eye opening development throughout research was the effect of super-foods and the potentially calming properties that they could bring to the skin. Larger importance is now being placed on more natural and superfood based products due to their nurturing skin benefits; the use of avocado for example is becoming far more popular in face masks for its anti-oxidant properties, which has been adopted by major brands such as Sephora and Boots. In fact a 2016 Mintel beauty report stated that, ‘53% of female facial skin care users have been using products with natural ingredients in the last 12 months’- (Women’s facial skincare report - May 2016). Showing that more salubrious, healthier alternatives are favoured to its artificial, harsh chemical based counterparts, for example, age preventative creams. In the same Mintel 2016 skincare study 21% of participants favoured using ‘occasional home treatments such as coconut oil and brown sugar’, re-affirming the importance of natural remedy to today’s concerned consumer. In fact, a study from USA today revealed that ‘‘younger consumers are far more concerned about everything from food ingredients, genetically modified food to organic foods than previous generations.’ – (The Huffington Post, 2017), in addition to this, the primary online research studies displayed that adding superfoods to skincare products was the second most popular trend that participants would like to see more of in the beauty and skincare market.


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cosmetics

Professional

Low Price

High Price

Basic


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skincare

Clinical

Low Price

High Price

Fashionable


26. Bath and body Spa Quality

High Price

Low Price

Basic Quality

The perceptual maps show the positioning of Soap & Glory compared to competitor brands in each category within the beauty market. It is clear to see the direct competition that Soap & Glory compete against, this also highlights gaps within the market which the brand can use to their advantage. This is especially relevant to the skincare and bath and body markets which are less saturated by direct competition.


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1) Pollution Primer ‘Pollution is on the rise, so much so that the mayor of London has released a pollution warning. Your skin is exposed everyday. Pollution can cause premature ageing on the skin and also increase your chances of getting acne. Say goodbye to polluted pores and hello to ‘porefect’ primed skin. The pore protecting primer will protect your skin from urban pollution and premature ageing by adding a defensive barrier to the skin, allowing no dirt and skin baddies to penetrate into your pores. The pollution defying primer is formed with the sticky agent glycerine, which forms the protective barrier that defends your skin from dam-


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2) Superfood ‘It's common knowledge that superfoods are great for our bodies, but what can they do for our skin? Morning puffiness? Redness of the skin? Dry, dull split ends? Do any of these problems sound familiar? Skin care experts reveal that skincare products containing unlikely superfoods Turmeric and Ginger can eliminate these problems after no more than 5 uses, don’t believe us? Try it for yourself.’


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Shortlisting Ideas Following on from shortlisting the top 2 NPDs, they were taken to focus groups to gain insight into how consumers felt towards them. Questions were asked about issues they face with their skin and their thoughts on the shortlisted NPDs. A detailed understanding of their thoughts and attitudes towards the concepts were discussed, this included any adaptions that the participants felt were needed for any further progression of the products. It was evident throughout the focus groups that the superfood NPD was the most exciting and innovative for the participants. It received the most engagement and created the largest discussion.


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After the process of identifying a problem that the consumer faces, and establishing a solution, The ‘Spice Up Ya Life’ range was conceived. This is the most feasible range because it is the most suitable for the Soap and Glory consumer because its fits a need in the market for skincare within a reasonable price tag, thus a higher probability of success can be predicted. This is key for a new product development as 90% of all new products fail. Therefore, the final new product development innovation will be the ‘Spice Up Ya Life’ beauty range, containing the super spices, ginger and turmeric. The range will be inclusive of 5 products: White Turmeric face morning cream – for anti inflammatory (combating morning puffiness) £8 Yellow Turmeric night cream – for anti redness & anti inflammatory £10 Yellow Turmeric face mask – for deep anti redness correction £10 Ginger split ends shampoo – for treating split ends and nourishing hair £6 Ginger split ends nourishing hair mask – for dry hair deep conditioning £12


The inspiration for the spice infused product range: ‘Spice Up Ya Life’ came from the 90s girl group ‘The Spice Girls’, the tongue in cheek nature felt appropriate as it keeps well within the brand. As it fits consummately with the brands throwback image and retro feel. The products contain ingredients that have never been seen in the skincare market before, (which is particularly intriguing to the early adopting millennial consumer) and treat issues that are faced in day to day lives. The 18-26-year-old focus group in particular identified morning face puffiness as an annoyance and a problem to overcome in their daily skincare life, and after scouring the skincare shelves it was noticed that there aren’t any products that cater to this problem for an affordable price tag. As these products are problem solvers and not all problems apply to each individual, it is forecasted that the annual value of the medium product price will be in the region of £580,000 on the basis that 1% of the target consumer buys the two products within a year.


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SKIN PUFFINESS White turmeric face cream Average percent of population affected: 7 out of 12 focus group participants = 58. 33 x2 Purchased a year per product £8 each SKIN REDNESS Yellow turmeric face mask, yellow turmeric night cream Average percent of population affected: 5 out of 12 focus group participants = 41.67% of population x2 purchased a year per product £10 each DRY ENDS Ginger shampoo, ginger hair mask Average percent of population affected: 11 out of 12 focus group participants: 91.66% x6 shampoo’s purchased a year - £6 pounds x3 hair masks purchased per year - £12 pounds By using the median priced product which is £10 (the skin redness products), the annual value of £580,000 was calculated by assuming that 1% of the affected population of the target demographic bought the assumed two products per year.


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Looking back, the original design for this product range was very simplistic. It was important to keep the 1950’s retro feel for the product range, as this is so vital to the brand image of Soap and Glory. However, after testing our packaging out with the focus group, they stated that it looked ‘old fashioned’ rather than retro. The feedback suggested that the colours were too dull and the packaging was not ‘in keeping’ with the brands quirky image.


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After this discovery, the packaging went back to the drawing room and was rejuvenated by using an eye catching bright lime for the centre of the products, getting rid of the old style text box and replacing it with a simplistic circle for a more modern look, and placing a 1950’s image in the back. Getting feedback again after this development, meant that different participants had to be asked, this was due to the focus group having finished. Instead, the research was conducted in Boots Nottingham. This involved asking staff if the packaging was suitable for the brand. The feedback received was positive and gained a higher level of accuracy then the focus group as the staff were extremely familiar with the brand and could physically compare our packaging with the existing products available.


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Product 5 part ‘Spice Up Ya Life’ product range featuring turmeric and ginger extracts to invigorate and rejuvenate hair and skin. Price Pricing strategy set to compete with existing product range however slightly higher as these products contain superfood and have added benefits. The products range from £6 for the shampoo to £12 for the hair mask. Promotion In-store promotions will take place in the form of pop up shops in Boots stores across the UK. Online promotions will take place alongside the in-store promotions to ensure that it is fully integrated. Promotions on both the Soap and Glory and Boots websites will take place to raise awareness, as well as across social media platforms like Instagram and Snapchat. Place As Soap and Glory is a Boots owned brand, there will be a push to create an exclusive feel for the brand and its new product range. Having pop up shops within Boots stores is crucial to raising consumer awareness and engagement. The product range will only feature in Boots and through the brand’s own website.


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After visiting a Boots store, it was noticed that the Soap & Glory products were poorly laid out and difficult to find. To combat this for the launch of the ‘Spice Up Ya Life’ range, Soap & Glory should implement a pop up stall within Boots stores which would feature the range and other Soap & Glory products. A part of the pop up stall would encourage consumers to engage with the products and increase brand awareness, by testing them on themselves or gaining advice from Soap & Glory beauty specialists, who would provide make-overs and guidance on the best way to use the products. To put the “Spice up ya life” range at the forefront of this campaign, S&G should provide consumers with goodie bags which would include small tester pots for them to go home and try. Unwrap the snap!! The online marketing strategy for the release of this product range will consist firstly with a snapchat filter designed to spread awareness for the launch. This method appeared to be the most engaging for Soap & Glory’s target consumer, as 37% of snapchat users are aged 18-24 (Newberry, 2017). The filter will go live on the launch day to celebrate the release of the product range. Consumers who use this filter can choose to upload it to Soap & Glory’s snapchat at the chance of featuring in their story. The hashtag ‘spice up ya life’ will also be present on all online and offline material to integrate all platforms of communication. Consumers would be prompted in store to upload images to social media of their beauty regimes including the use of the ‘Spice Up Ya Life’ products. This will be especially prevalent across Instagram, creating exciting user generated content, bridging communication between the brand and their consumers.


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Example of a marketing image for the NPD line 41.


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Njud Handcrafted Skincare. Available at: http://www.stephensonpersonalcare.com/blog/2016-06-22-5-key-trends-in-cosmetics-personal-care-infographic [Online] Accessed: March 15th 2017

Soapandglory.com. (2017). [online] Available at: http://www. soapandglory.com/skincare/skincare-products/for-daily-youthtmfoamy-moisture-face-wash [Accessed 14 Mar. 2017].

Global Cosmetics Industry Infographic. Available at: http://res.cloudinary. com/yumyoshojin/image/upload/v1484993356/pdf/the-beauty-economy-2016.pdf [Online] Accessed: March 15th 2017

Oleum Vera DIY Skincare Pack. Available athttp://oleumvera.com/media/catalog/product/cache/7/image/1800x/040ec09b1e35df139433887a97daa66f/c/l/ clean-web-3_1.png [Online] Accessed: March 15th 2017

All pages made using resource: Canva.com. (2017). Amazingly Simple Graphic Design Software – Canva. [online] Available at: https://www.canva.com/ [Accessed 15 Mar. 2017].


47. References Academic.mintel.com. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Available at: http://academic.mintel.com/display/771072/ [Accessed 12 Mar. 2017]. Hopping, R. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/815331/?highlight [Accessed 12 Mar. 2017]. Keefer, A. (2017). Air Pollution Effects on Skin. [online] LIVESTRONG.COM. Available at: http://www. livestrong.com/article/145802-air-pollution-effects-on-skin/ [Accessed 12 Mar. 2017]. Khanom, R. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/721060/ [Accessed 12 Mar. 2017]. Mintel, (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/771054/ [Accessed 12 Mar. 2017]. Watson, E. (2017). Younger Consumers Are Trending Toward More Health-Conscious Eating. [online] The Huffington Post. Available at: http://www.huffingtonpost.com/elwood-d-watson/younger-consumers-are-tre_b_6632166.html [Accessed 26 Feb. 2017]. Christina Newberry. (2017). Top Snapchat Demographics That Matter to Social Media Marketers. [online] Available at: https://blog.hootsuite.com/snapchat-demographics/ [Accessed 13 Mar. 2017]. DueDill (2015) Soap & Glory Limited. [online] Available at: https://www.duedil.com/company/06436322/ soap-and-glory-limited (Assessed: 27th Feb) Gee, R (2014) Marcia Kilgore says goodbye to Soap & Glory. [online] Available at: https://www.retailgazette. co.uk/blog/2014/12/13444-marcia-kilgore-says-goodbye-to-soap-and-glory (Assessed: 27th Feb) Markwell, L (2009) Walking on sunshine: Fitflop creator Marcia Kilgore has designs on the rest of our bodies. [online] Available at: http://www.independent.co.uk/life-style/fashion/features/walking-on-sunshine-fitflop-creator-marcia-kilgore-has-designs-on-the-rest-of-our-bodies-1788496.html (Assessed: 27th Feb) Kennedy, C. (2008) THE 2007 AWARDS ISSUE. Available at: https://pmcwwd.files.wordpress.com/2007/12/ bb0712.pdf (Accessed: 6 March 2017). Gordon, J. (2017). Goals & Objectives for the Cosmetics Industry. [online] Yourbusiness.azcentral.com. Available at: http://yourbusiness.azcentral.com/goals-objectives-cosmetics-industry-28439.html [Accessed 15 Mar. 2017]. L’Oreal, (2015). L’Oreal Annual Report 2015. [online] Available at: http://www.loreal-finance.com/en/annual-report-2015/index [Accessed 15 Mar. 2017]. Stephenson Personalcare, (2016). 5 key trends in cosmetics & personal care [INFOGRAPHIC]. [online] Available at: http://www.stephensonpersonalcare.com/blog/2016-06-22-5-key-trends-in-cosmetics-personal-care-infographic [Accessed 3 Mar. 2017]. Trendone, (2017). Mega-Trend: Healthstyle. [online] Available at: http://www.trendone.com/en/trend-universe/mega-trends/mega-trend-detail/healthstyle.html [Accessed 15 Mar. 2017].


48. Bibliography Marlow, B (2014) Beauty boss cleans up with £50m Boots deal. [online] Available at: http://www.telegraph. co.uk/finance/newsbysector/retailandconsumer/11263200/Beauty-boss-cleans-up-with-50m-Boots-deal.html (Assessed: 27th Feb) Cook And Heal. (2012). 10 of the Most Potent Superfood Herbs and Spices. Available: http://cookandheal. com/10-of-the-most-potent-superfood-herbs-and-spices/. Last accessed 05/03/17. Best Health. (2016). The Truth About Antioxidants and Your Skin. Available: http://www.besthealthmag.ca/ best-looks/skin/the-truth-about-antioxidants-and-your-skin/. Last accessed 05/03/17. Kennedy, C. (2008) THE 2007 AWARDS ISSUE. Available at: https://pmcwwd.files.wordpress.com/2007/12/ bb0712.pdf (Accessed: 6 March 2017). Academic.mintel.com. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Available at: http://academic.mintel.com/display/771072/ [Accessed 12 Mar. 2017]. Hopping, R. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/815331/?highlight [Accessed 12 Mar. 2017]. Keefer, A. (2017). Air Pollution Effects on Skin. [online] LIVESTRONG.COM. Available at: http://www.livestrong.com/article/145802-air-pollution-effects-on-skin/ [Accessed 12 Mar. 2017]. Khanom, R. (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/721060/ [Accessed 12 Mar. 2017]. Mintel, (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/771054/ [Accessed 12 Mar. 2017]. Watson, E. (2017). Younger Consumers Are Trending Toward More Health-Conscious Eating. [online] The Huffington Post. Available at: http://www.huffingtonpost.com/elwood-d-watson/younger-consumers-are-tre_b_6632166.html [Accessed 26 Feb. 2017]. Canva.com. (2017). the food fix – Magazine by Ella Josey. [online] Available at: https://www.canva.com/design/DACPAS4m3_8/DT3k-Fuj93se1Q52cd5nBA/edit [Accessed 14 Mar. 2017]. Canva.com. (2017). The Inside Scoop on DJ Laguna’s World Tour! – Magazine by Ella Josey. [online] Available at: https://www.canva.com/design/DACN1fSzcpc/43tS3qdmJRKjnW4Geynjhw/edit [Accessed 14 Mar. 2017]. Canva.com. (2017). spice up ya life – Twitter Post by Ella Josey. [online] Available at: https://www.canva.com/ design/DACONOrJwkM/v5wvaO6wmULSxilhnC6g8g/edit [Accessed 14 Mar. 2017]. Canva.com. (2017). Spice up ya life – Presentation by Ella Josey. [online] Available at: https://www.canva. com/design/DACN_yrpkV0/rE2fKUl0yiJp2Bcsm8OFHw/edit [Accessed 14 Mar. 2017]. Women’s facial skincare report may 2016. Mintel, (2017). Login to Mintel Reports - Mintel Group Ltd.. [online] Academic.mintel.com. Available at: http://academic.mintel.com/display/771072/?highlight#hit1 [Accessed 15 Mar. 2017].


49. Bibliography Continuted Aldred, J. (2016). Microplastics: Which beauty brands are safe to use?. The Guardian. [online] Available at: https://www.theguardian.com/environment/2016/apr/19/microplastics-which-beauty-brands-are-safe-touse [Accessed 5 Mar. 2017]. •Anon, (2015). Cosmetics market. [online] Available at: http://www.loreal-finance.com/en/annual-report-2015/cosmetics-market [Accessed 2 Mar. 2017]. •Anon, (2016). 5 key trends in cosmetics & personal care [INFOGRAPHIC]. [online] Available at: http:// www.stephensonpersonalcare.com/blog/2016-06-22-5-key-trends-in-cosmetics-personal-care-infographic [Accessed 3 Mar. 2017]. •Anon, (2016). 34 best benefits of Turmeric (Haldi) for skin, hair, and health – no.4 is the best. [online] Available at: http://www.stylecraze.com/articles/turmeric-history-how-to-use-benefits/ [Accessed 5 Mar. 2017]. •Aragon, B. (2014). 3 key reasons to avoid mineral oil. [Blog] The Be Well Blog. Available at: https://www. bewell.com/blog/3-key-reasons-to-avoid-mineral-oil/ [Accessed 3 Mar. 2017]. •Gleason-Allured, J. (2017). A Better You. [online] Global Cosmetic Industry. Available at: http://www. gcimagazine.com/marketstrends/segments/natural/A-Better-You-409560115.html [Accessed 11 Mar. 2017]. •Gordon, J. (2017). Goals & Objectives for the Cosmetics Industry. [online] Yourbusiness.azcentral.com. Available at: http://yourbusiness.azcentral.com/goals-objectives-cosmetics-industry-28439.html [Accessed 15 Mar. 2017]. •Hemsworth, M. (2017). Optimistic skin care Branding: Skin care line. [online] Available at: http://www. trendhunter.com/trends/skin-care-line [Accessed 3 Mar. 2017]. •Kinonen, S. (2017). The Superfood Skin-Care Trend Is Real. [online] Allure. Available at: http://www. allure.com/story/superfood-skin-care [Accessed 13 Mar. 2017]. •L, B. (1999). Uses of spices. [online] Available at: http://www.botanical-online.com/english/propertiesandusespices.htm [Accessed 3 Mar. 2017]. •Libby, C. (2016). Colour cosmetics - UK - July 2016 - market research report. [online] Mintel. Available at: http://academic.mintel.com/display/748671/ [Accessed 3 Mar. 2017]. •L'Oreal, (2015). L'Oreal Annual Report 2015. [online] Available at: http://www.loreal-finance.com/en/annual-report-2015/index [Accessed 15 Mar. 2017]. •McQuarrie, L. (2017). Superfood body creams: Antioxidant cream. [online] Available at: http://www. trendhunter.com/trends/antioxidant-cream [Accessed 3 Mar. 2017].


50. Mintel, (2017). Beauty Retailing - UK - January 2017. •Mintel, (2017). Women’s Facial Skincare - UK - May 2016. [online] Mintel. Available at: http://academic. mintel.com/display/748261/ [Accessed 15 Mar. 2017]. •Nelson, J. (2014). 5 ways to exfoliate naturally. [online] Available at: http://www.mnn.com/lifestyle/natural-beauty-fashion/stories/5-ways-to-exfoliate-naturally [Accessed 5 Mar. 2017]. •Pierce, L. (2017). Top 5 sustainable packaging trends and news of 2016. [online] Available at: http:// www.packagingdigest.com/sustainable-packaging/top-5-sustainable-packaging-trends-and-newsof-2016-2016-11-30 [Accessed 5 Mar. 2017]. •Rajapet, M. (2016). 10 amazing Turmeric (Haldi) face packs for different skin types. [online] Available at: http://www.stylecraze.com/articles/turmeric-face-packs-for-different-skin-types/#TheUltimateTurmericFace packForRadiantSkin [Accessed 5 Mar. 2017]. •Rajput, N. (2015). Cosmetics market by category (skin & Sun Care products, hair care products, Deodorants, makeup & color cosmetics, fragrances) and by distribution channel (general departmental store, supermarkets, drug stores, brand outlets) - global opportunity analysis. [online] Available at: https://www. alliedmarketresearch.com/cosmetics-market [Accessed 2 Mar. 2017]. •Sanam, (2016). This ancient ingredient is the beauty industry's latest obsession. [online] Available at: http://www.refinery29.com/turmeric-beauty-products [Accessed 28 Feb. 2017]. . •Schryver, L. (2017). Athleisure expands to cosmetic market with Kinx active. [online] Available at: http://www.gcimagazine.com/marketstrends/segments/skincare/Athleisure-Expands-to-Cosmetic-Market-with-Kinx-Active-412467513.html [Accessed 5 Mar. 2017]. •The Telegraph. (2017). The 2017 skincare trends you need to have on your radar. [online] Available at: http://www.telegraph.co.uk/beauty/skin/2017-skincare-trends-need-have-radar/ [Accessed 11 Mar. 2017]. •trendone.com. (2017). Mega-Trend: Healthstyle. [online] Available at: http://www.trendone.com/en/ trend-universe/mega-trends/mega-trend-detail/healthstyle.html [Accessed 15 Mar. 2017]. •Valenti, L. (2015). The weird but totally mind-blowing skin care powers of Turmeric. [online] Available at: http://www.marieclaire.com/beauty/news/a13064/turmeric-skincare/ [Accessed 28 Feb. 2017].


51. Apendicies Appendix 1. Online survey.


52.


53. Appendix 2. Transcripts

Staff Interviews Boots Benefit Sales Assistant What is your current bestseller when it comes to skincare products? The refined finish facial polish is doing well and so is the total moisture facial cream. Why do you think this is? People are really interested in having better skin so they can wear less make-up and the facial polish is designed to brighten skin through gentle exfoliation and the moisturiser because consumers really worry about dry skin. As it’s rich without being heavy, we’ve seen a lot of interest in it. It also contains natural mango butter and people really love natural ingredients in their products nowadays. What do you yourself look for when it comes to skincare products? Luckily, I have quite good skin so for me, it’s just about maintaining that. I just make sure my products include good ingredients; natural or organic and as little synthetic ingredients as possible. You said that natural ingredients interest you. What do you think about superfoods in products? Love it! If it’s good for my body, surely, it’s good for my face, too so I’d really like to try more products using superfoods. People talk a lot about eating healthy and I think it’s the same with your face; you need to treat it to good ingredients. Did you know that the superfood turmeric has brightening and anti-redness properties, too? I’ve heard of it being used by Indian brides before their weddings to brighten skin, yes but I didn’t know it helped redness, too. I struggle with that sometimes. Really? So, would you be interested in an anti-redness turmeric mask you can use to help combat this? Sure. Do you think consumers would like to see something like this at around £10? Depends on the consumer. That’s quite cheap so people might be sceptical if it works but I’m sure people would also be interested. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? Maybe. I’d probably try it as I’d be curious about it. This is a mockup of what our product would look like. What are your thoughts? Nice colours, but they’re a bit bland. I think Soap&Glory would use brighter colours. General Boots Sales Assistant What is your current bestseller when it comes to skincare products? The L’Oreal clay masks have been very popular. Sheet masks have been really popular in general too and our Boots ones are almost always sold out. Why do you think this is? The L’Oreal masks have been on promotion a few times: 2 for £5 and have had good reviews online. The sheet masks are also cheap and a convenient ‘quick-fix’ for skincare problems. What do you yourself look for when it comes to skincare products? I’m really into natural products right now maybe because I’m seeing a lot of advertising for it in store. Clinique have just released a an anti-ageing treatment with Vitamin C. As that’s something I worry about, I’m looking forward to trying it. What’s it called? Fresh pressed Daily booster with pure Vitamin C. And the vitamin C in that interests you? Why? Vitamin C has always had good reviews and I also like the idea of a brightening product especially to help combat redness. Did you know that the superfood turmeric has brightening and anti-redness properties, too? No. I’d never thought of using it outside of the kitchen.


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Did you know that the superfood turmeric has brightening and anti-redness properties, too? No. I’d never thought of using it outside of the kitchen. Now knowing the skincare benefits it has, would you use it say, as a morning cream to help calm skin from redness and puffiness? Definitely! It sounds interesting and I know a few friends and family would like something to combat puffiness, too. Do you think consumers would like to see something like this at around £10? Yes. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? Honestly, no. Why? I might be a bit curious at first but I prefer hair products with fruity smells and don’t think a ginger hair product would smell very nice. This is a mockup of what our product would look like. What are your thoughts? I much prefer the version in a tub. The colours are nice, too. General Boots Sales Assistant What is your current bestseller when it comes to skincare products? Our sheet masks have been selling quite well. Why do you think this is? They’re an interesting product and new to most consumers. What do you yourself look for when it comes to skincare products? Anti-ageing and as I get some acne, something anti-inflammatory would be good, too. What do you think of skincare containing superfoods? They’re a good idea. I don’t see too many products like that from the lower-cost brands, though Would you like that to change? Yes. I think customers would definitely be interested in low cost alternatives to brands like Kiehls. Have you ever heard about using the superfood turmeric for its skincare benefits? It’s known to be anti-inflammatory properties. No but it sounds interesting. Now knowing the skincare benefits it has, would you use it say, as a morning cream to help calm skin from redness and puffiness? Redness isn’t a big concern for me but I can imagine a product like that would be quite popular! So you think consumers would like to see something like that? How much do you think it would sell for from a drugstore brand? Yes and no more than £10. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? Maybe if its claims are proven. This is a mockup of what our product would look like. What are your thoughts? The design is nice but I think brighter colours would be better. And for the shampoo, I’d prefer a circular bottle like Tresemme’s.


55.

Debenhams Estee Lauder Sales Assistant What is your current bestseller when it comes to skincare products? Our advanced night repair is definitely one of our most popular products. Why do you think this is? It’s scientifically proven and has had many positive reviews. Consumers trust in products that have been positively backed up by facts and opinions. What do you yourself look for when it comes to skincare products? I like products that help make my skin look younger and more glowy. Do you look for particular ingredients to help you achieve glowy skin? Yes, I like products that contain naturally derived ingredients as they tend to be better for my skin but natural doesn’t always mean ‘good’ so I like ingredients that have been proven to work. Okay, so what do you think about superfoods in products? I’ve had positive experiences with them but like I said, I like to know that they’ve been proven to work. Did you know that the superfood turmeric has brightening and anti-redness properties, too? I’ve read about it online and it sounds quite good. I know it’s been used for a long time by Asian brides for weddings? Yes, that’s right. So, would you be interested in a turmeric based skincare line that can help brighten skin by reducing redness? Yes, it sounds interesting. I don’t know of any products on market that currently use turmeric so it’d definitely stand out to me! Great. Do you think consumers would like to see something like this at around too? Priced at around £10? Absolutely. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? Yes, as long as it doesn’t smell of ginger. This is a mockup of what our product would look like. What are your thoughts? Is the container for the scrub plastic or glass? Plastic. Personally, I would prefer glass as I find it looks more luxe but for the price point the plastic is better. There could be more imagery though as it looks a little bland right now and I know Soap & Glory is more of a fun brand.


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Space NK Sales Assistant What is your current bestseller when it comes to skincare products? Sunday Riley products are selling well and so is the Kiehl’s Avocado Eye treatment. Why do you think this is? Sunday Riley uses a lot of active ingredients in their product and promote things like cell turnover so in the long term, they’re a good investment. The Kiehl’s product is loved because of its use of the avocado – a superfood which people know is good for the body when eaten and so want to try out in their skincare. Also not a lot of products contain avocado so it’s definitely a USP. So you’re aware of superfoods and their skincare benefits. What do you think about the use of turmeric in skincare? It’s good for brightening by reducing redness. Yes. That sounds interesting and those problems are ones a lot of our customers struggle with so I think they’d definitely be interested in a skincare line including turmeric. What do you look for in your skincare? Simplicity. And I like products that come in a range designed to work with each other so I can see if the effects are more pronounced. So a line of turmeric based products including moisturisers for day and night and a face mask would interest you? Yes. For a drugstore brand, how much would you expect to pay for such a line? Around £15 maximum. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? I’d have to research the proven benefits first but if it’s scientifically proven, then yes. This is a mockup of what our product would look like. What are your thoughts? It fits the brand quite well but could do with more colours. It looks a little outdated right now.


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Superdrug sales assistant What is your current bestseller when it comes to skincare products? The Zelens 3t anti-ageing cream has been gaining a lot of interest. Why do you think this is? It’s got a lot of natural ingredients in it like red algae and molecules extracted from 15 different plants. Our customers really like natural ingredients right now so it definitely interests them. What do you yourself look for when it comes to skincare products? I’m the same. I like natural ingredients; even better if the products are vegan. So do you buy into the use of superfoods in skincare? Does it interest you. Yeah, they do. I’ve read a lot of positive reviews about superfood and have had good experiences with such products. Which products/brands in particular? Origins’ Mega Mushroom line is one I always come back to. I love the moisturiser especially. It really helps to calm my skin down. Calm it down how? Do you experience a lot of irritation or redness? Yes, my skin is quite sensitive which can cause it to become a little red but the mega mushroom helps. Turmeric is also a superfood and can help combat redness. Would you ever consider using a turmeric based moisturiser? Turmeric is a spice so I’d be really weary of using it. But working here has taught me that the strangest ingredients can have the best effects so I’d be open to the idea as long as it doesn’t stain. If used in the right concentration it doesn’t stain; white turmeric in particular. Okay, that makes me more likely to use it! Great. Do you think consumers would like to see something like this at around too? Priced at around £10? Perhaps not our target consumer in Space NK as they’re usually looking for higher end, more concentrated products and are willing to splurge but there are definitely consumers who’d like something so affordable. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? Yes. This is a mockup of what our product would look like. What are your thoughts? It looks good. I’d suggest bolder fonts and more images, though.


58.

Kiehl’s Sales Assistant What is your current bestseller when it comes to skincare products? It’s not one of our newer products but the Midnight Recovery Concentrate is still doing really well. Why do you think this is? It works. People trust it to live up to its claims and it does. What do you yourself look for when it comes to skincare products? Naturally derived ingredients backed by thorough scientific research is what appeals to me which is why I work here. Kiehl’s makes products that are just that! What do you think of the use of superfoods in skincare products? It’s amazing. When done right, it really works and I think it’s important to treat your skin like you would your body and treating it with healthy, good products. Our ‘Nature Powered’ line actually contains a lot of superfood ingredients. What do you think about the use of turmeric in a skincare line? Moisturisers and masks, for example? I’m all for it! We actually have a mask with turmeric in; the Turmeric & Cranberry Seed Energizing Radiance Masque. It’s a popular product and a personal favourite of mine. Really? Why is it a favourite? My ultimate skincare goal is to have fresh, radiant skin and the masque helps me achieve both. The turmeric is amazing for brightening and the cranberry seeds help speed up the process by gently exfoliating the skin without leaving it dry. The results from the turmeric are really quick to see, too. And the turmeric doesn’t stain the skin? Not at all – it does the opposite and actually makes your skin look fresh and glowy. It’s really popular with a lot of customers. Could you elaborate on that, please? What kinds of customers? All sorts. We get the younger ones and older ones being interested in it as a lot of them struggle with dull skin and sometimes redness and the masque really helps combat that. We get customers saying they love it as part of a pamper treat a few times a week. Great. Do you think consumers would like to see something like this at around too? Priced at around £10? There would be interest in it, I’m sure but I doubt it would work as effectively as ours due to the limits the price will place on ingredient quality and integrity. That said, I could see it appealing to younger customers who don’t have the money to spend on our version. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? Seeing as I’ve had good experiences with turmeric and they’re part of the same family, I wouldn’t say ‘no’ to trying it especially if it does help tackle split ends. This is a mockup of what our product would look like. What are your thoughts? Very nice. The bottle should be more practical though; maybe a longer, more spherical shape. The colours should also be a little brighter.


59.

House of Fraser Clinique Sales Assistant What is your current bestseller when it comes to skincare products? Our Dramatically Different Moisturising Lotion+ always does well. Recently the Pep-Start HydroBlur Moisturiser’s been doing well too. Why do you think this is? The lotion is a classic and trusted product and the HydroBlur is hyperfunctional. You can even use it over makeup. What do you yourself look for when it comes to skincare products? I have dry skin so I like moisture rich products. What do you think of the use of superfoods in skincare products? It’s nothing new but it’s interesting and can be beneficial for skin in different ways. What do you think about the use of turmeric in a skincare line? Moisturisers and masks, for example? Unusual. What would be the main benefits? It’s anti-inflammatory, can help combat redness and even acne. It also brightens the skin. Customers definitely struggle with all those problems. So I think they’d be interested in something like that. Do you think consumers would like to see something like this at around too? Priced at around £10? Those on a budget, yes. Customers who usually spend more on their skincare might be more hesitant. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? Yes. This is a mockup of what our product would look like. What are your thoughts? Good! Are there any improvements you would make? Definitely brighten the colours up. Soap & Glory is retro influenced but not boring. It needs to be more fun.


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House of Fraser Clarins Sales Assistant What is your current bestseller when it comes to skincare products? The One Step Gentle Exfoliating Cleanser. Why do you think this is? It contains orange extract and customers have said they enjoy using it as a morning cleanser as the orange makes it refreshing to use. What do you yourself look for when it comes to skincare products? Overall, I like products to help my skin be the best it can be. I experiment a lot and as the trend with natural, organic ingredients etc. has been growing, I like using products that contain those, too. What do you think of the use of superfoods in skincare products? From my experience, they’re really good. What do you think about the use of turmeric in a skincare line? Moisturisers and masks, for example? I’d be worried about staining. It wouldn’t stain. Then yes, I’d be interested in trying them out. Great. Do you think consumers would like to see something like this at around too? Priced at around £10? Yes, it’d be great for those on a budget. Ginger, another superfood is known to help fight hair damage such as split ends. Would you consider using a shampoo and conditioner containing ginger? I’d have to read more about it and its benefits but potentially. This is a mockup of what our product would look like. What are your thoughts? I personally don’t like products in tubs as I worry about hygiene. But the colours are nice and on-brand.


61.

Focus Group #1 Ellie.J – Louise – Paige – Katy – Sarah – Kim

Do you have a regular skincare routine? Something that you try to follow through with every day? Ellie J: Yes. Louise: Yes. Paige: Yes Katy: Yes Sarah: Yes Kim: Yes What does it usually consist of? Ellie J: I always cleanse, tone, moisturise and do a mask or scrub a few times a week. Louise: I try to always wash my face in the morning and night. I usually just follow with a moisturiser and do a mask maybe twice every two weeks. Paige: I don’t wear much makeup in the day so for me a quick clean with Garnier’s micellar water at night and a wash in the morning is fine for me. Katy: I double cleanse at night, use a few serums and moisturise. In the morning I only cleanse once, use whichever serum I think I need that day and moisturise. Sarah: I’m the same as Ellie. Kim: Me, too. Katy, you said you double cleanse. Why is that? Katy: I like to make sure all my makeup has been removed properly. If I don’t, I tend to get clogged pores and break out. You don’t find the process time consuming? Katy: No, I’m so used to it now, it only takes a few minutes. And what products do you use to do this? Katy: I usually use the DHC deep cleansing oil but it’s out of my budget right now so I use the L’Oreal one instead – the skin perfect one. Then I just use whatever cleanser I have at the time. I switch them a lot and right now it’s the Neutrogena visibly clear grapefruit wash. So clogged pores and acne are a skincare concern of yours? Katy: Yes


62.

What are all of your other skincare concerns? Ellie J: I break out occasionally but it’s usually hormonal. I struggle with a lot of redness, though. Louise: My skin can get a bit sensitive and a little puffy at night. Paige: I struggle with hormonal breakouts. Katy: Apart from the occasional breakouts, my skin tends to swell at night and make me look bloated in the morning. Sarah: Because my skin is so pale, I hate how my cheeks are constantly rosy, and I have a lot of uneven blotchy redness on my skin. It takes so much foundation to cover. Kim: I’m the same! I get splotches of red on my skin a lot and because my skin is dry, it looks even worse. A few of you have mentioned redness as a concern. Do you use any skincare to target this? Ellie J: No, I haven’t found anything within my budget specifically to target this so I just turn to make-up. Sarah: Yeah, I’m the same as Ellie. I colour correct a lot but it’d be nice not to have to. Kim: I tried a Clinique anti-redness cream I got for Christmas last year. It really helps but it’s not something I can afford to repurchase regularly. What about those of you that mentioned puffiness as a concern? Louise: I haven’t really heard of products that help puffiness so I haven’t looked into it. Katy: I have to wait at least 20 minutes every morning after I wake up before applying my makeup, I try and splash cold water on my face to make the slight swelling go down but I still look slightly weird. Did you know that a lot of superfoods exist that can be used in skincare to help battle your concerns? Ellie J: Yes. Louise: It’s not something I’ve looked into but I’m not surprised. Paige: Me either. Katy: Yes. Sarah: Yes. Kim: Yes. Do any of you currently use any products that contain superfoods? All: No. Why not? All: They tend to be expensive. If they were priced between £8-£10 would you consider using them? Ellie J: Yes, that’s very reasonable. Louise: Yeah! Paige: Yes. Katy: Definitely. Sarah: I would. Kim: Yes. Louise: The packaging itself is good but I don’t think the design is fun enough. It doesn’t really suit Soap & Glory. Paige: I’d prefer brighter colours. Katy: The colours definitely need to be brighter to be more on brand. Sarah: I’d like more pictures and brighter colours. Kim: I’d like more info at the front of the packaging like Soap & Glory usually has.


63.

Okay, we’re thinking of creating a range of products based around turmeric. A day, cream, night cream and a mask. What are your first impressions on skincare containing turmeric? Ellie J: It sounds interesting. Louise: I agree but I’d be worried it’s just a fad. Paige: Sounds cool! Katy: Yeah, that sounds interesting. Wouldn’t it stain, though? Sarah: As long as it doesn’t stain I’d be interested in finding out what it does. Kim: Me, too. Turmeric has been used for hundreds of years in India for its brightening properties. It’s also anti-inflammatory and combats redness and when formulated correctly doesn’t stain the skin. As it’s also a natural ingredient, it’s better for the skin in the long-term. Have your thoughts changed now that you know this info. Ellie J: I’m more interested now. Louise: I like that it’s natural. Paige: I’m even more interested now. Katy: Same, here. Sarah: Me, too. Kim: Me, too! Okay, what about using ginger in shampoo and conditioner. It’s another superfood and scientifically proven to help combat split ends and deep conditioning properties? Ellie J: I probably wouldn’t buy it. I don’t like the idea of using such a weird ingredient in my hair. Louise: Sounds interesting. Paige: I have to agree with Ellie. But if I saw good reviews of it online, I’d probably research it more. Katy: I’d be willing to try it. Sarah: I think it sounds cool. Kim: I wouldn’t be interested. I’d be worried about the smell. This is a mock-up of our products. What do you think of the packaging and design? Ellie J: It looks great!


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Focus Group #2 Hope – Dana – Ellie.G – Ashleigh – Phoebe – Autumn Do you have a regular skincare routine? Something that you try to follow through with every day? All: Yes What does it usually consist of? Hope: Yeah, I cleanse and moisturise night and day. Dana: Me, too. Ellie.G: Me, too. I also try to use masks at least once a week. Ashleigh: I cleanse, moisturise and use serums when I need. Phoebe: I always wash my face in the morning but sometimes only use a face wipe at night. Autumn: I at least cleanse and moisturise morning and night. What are your main skincare concerns? Hope: I have pretty oily skin which causes me to break out a lot. Dana: I suffer from redness especially in the morning. Ellie.G: I get spots easily – mostly when I’m under stress. Ashleigh: My skin is quite dry. Phoebe: My skin is quite dehydrated and that makes it look quite dull. Autumn: I have dry and often red skin. A few of you have mentioned redness as a concern. Do you use any skincare to target this? Dana: No Autumn: I just try to use skincare for sensitive skin. Simple works okay. What do you guys think superfoods in skincare? Hope: They’re interesting! I don’t see a lot of products like that in Boots and Superdrug though. Dana: Yeah, I agree. Ellie.G: I love the idea of them in skincare! I really like natural ingredients as they tend to work better for my skin. Ashleigh: I haven’t tried a lot of products with natural claims but I’ve heard positive things about them so I’d like to try. Phoebe: I agree with Ashleigh, I just wish they were cheaper. Autumn: Yeah, me too. If they were priced between £8-£10 would you consider using them? Hope: That’s a good price! So, yeah. Dana: Yeah I’d try them depending on the benefits. Ellie.G: I’m the same. Ashleigh: Me, too! Phoebe: Yeah I’ve never seen superfood products at a cheap price so that would be interesting. Autumn: I’d definitely try them.


65.

Okay, we’re thinking of creating a range of products based around turmeric. A day, cream, night cream and a mask. What are your first impressions on skincare containing turmeric? Hope: The spice? It sounds a little worrying in skincare. I’ve never heard of it being used in skincare. Dana: Neither have I but if the benefits are good enough, I’d want to try. Ellie.G: Me, too. Ashleigh: I’ve heard it’s good for brightening but I’m worried it’d be too dry for me. Phoebe: Depends on the benefits. Autumn: I’d have to see what it does for the skin first. But I’ve never heard of using turmeric as skincare but considering the hype with natural products, it’s understandable. Turmeric has been used for hundreds of years in India for its brightening properties. It’s also anti-inflammatory and combats redness and when formulated correctly doesn’t stain the skin. As it’s also a natural ingredient, it’s better for the skin in the long-term. Have your thoughts changed now that you know this info? Hope: I like the idea that it’s anti-inflammatory as products like that help me have less breakouts. Dana: I would be very interested in trying a product for thi’. Ellie.G: I agree with hope. Ashleigh: Those aren’t really things I worry about so I probably wouldn’t try it but I know friends who would love products like that. Phoebe: As long as it doesn’t dry my skin out I’d be interested. Autumn: I love the idea! Especially at the prices you mentioned earlier. Okay, what about using ginger in shampoo and conditioner. It’s another superfood and scientifically proven to help combat split ends and deep conditioning properties. Hope: Yes, if it works. Dana: Yes. Ellie.G: I struggle with split ends so I’d try pretty much anything! Ashleigh:Yes. Phoebe: No, I don’t like the sound of ginger in hair. Autumn: I’d use it. This is a mock-up of our products. What do you think of the packaging and design? Hope: It’s bland. Dana: It looks old-fashioned in a bad way and not vintage/retro quirky like Soap & Glory’s other designs. Ellie.G: I like the use of the yellow and orange to represent the main ingredients but I think the colours need to be a little brighter. Ashleigh: I think the text box looks too old. It needs to be a little more modern. Phoebe: Objectively, it’s good but I’m not usually a fan of Soap & Glory’s aesthetic. I prefer simple and sleek designs. Autumn: I like it.


66. I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research discipline.

Name of student: ……Ella Josey………………………………………………………………………… Signature of student ………………………………………………………………………………. Signature of supervisor/module leader ……………………………………………..………………………… ..………. Date ………………………………………………………………..

Name of student: …………Isabel Allinson…………………………………………………………………… Signature of student ………………………………………………………………………………. Signature of supervisor/module leader ……………………………………………..………………………… ..………. Date ………………………………………………………………..

Name of student: …………………Nathan Walker…………………………………………………………… Signature of student ………………………………………………………………………………. Signature of supervisor/module leader ……………………………………………..………………………… ..………. Date ………………………………………………………………..

Name of student: ………Rasheedat Duroshola………………………………………… Signature of student ………………………………………………………………………………. Signature of supervisor/module leader ……………………………………………..………………………… ..………. Date ………………………………………………………………..

Profile for ellajosey

Soap and Glory Product Innovation Brief  

Soap and Glory Product Innovation Brief  

Profile for ellajosey
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