Botanics%20report%20

Isabella Ladd - N0565365 Alice Neal - N0593157 Isabel Panter - N0576578 Tayler Davies-Lewis N0573063 Word count: 3,844 1

C O N T E N T S PAG E 3. Ethics Clause 4. Introduction 5. Methodology

44. Appendices 57. References 58. List of Illustrations 64. Bibliography

6. BRAND CONTEXT 7. Brand Essence 8. Brand Architecture 9. Benefit Ladder 10. Swot Analysis 11. Aaker model 12. Brand health 13. Brand health 14. Social media 15. Research results 16. MARKET OVERVIEW 17. Target consumer 18. Consumer Segments 19. Brand Positioning 20. Competitors 21. Competitors 22. Market Health 23. Market health 24. Macro trends 25. Macro trends 26. Skincare trends 27. Skincare trends 28. WHERE DO WE WANT TO BE 29. Innovation Strategy 30. NPD Ideas 31. Personalised Ideas 32. Sleep Care Gifts 33. 100% Natural 34. Age Prevention 35. Travel Stack 36. Kombucha 37. Prioritising Ideas 38. Rush Botanics Kombucha 39. Health drinks market 40. Rush Kombucha 41. Risk vs Rewards 42. Consumer Feedback 43. Conclusion 2

ETHICS CL AUSE We confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. In completeing this project all intellectual property rights will be owned NTU and under the condition of completing a live project with Boots, ideas will be available for them to use.

Signed: Signed: Signed: Signed:

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Date: Date: Date: Date:

18/03/16 18/03/16 18/03/16 18/03/16

INTRODUCTION The aim of this report is to be able to distinguish and discuss current skincare trends, and to identify Botanics competitors in the market, by carrying out primary and secondary market research in order to create innovative product developments for Botanics.

INNOVATION CHALLENGE STATEMENT: To increase Botanics’ overall brand awareness by creating a new and innovative products that will attract new consumers and to reastablish a relationship with their current consumers.

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METHODOLOGY REASEARCH OBJECTIVES: To gain a clear understanding of where Botanics sits within the skin-care market and how they could optimise their position by creating a new product or brand extension strategy. An online questionnaire was carried out in order to gain an overview of how consumers used their skincare, what their perceptions of natural are and what products and brands they are currently using. After having shortlisted the NPD ideas, focus groups and further online surverys were conducted to gain feedback and opinions on health drinks and more specifically the final new product. Information provided

by Boots gave an insight into how Botanics as a brand is currently operating in the market and who they are targeting. Secondary research was used to identify both macro trends and specific skincare trends using reports from both WGSN and Mintel.

QUANTITATIVE RESEARCH

PRIMARY RESEARCH QUALITATIVE RESEARCH

SECONDARY RESEARCH

ONLINE QUESTIONAIRE ON BOTANICS (100) ONLINE QUESTIONAIRE ON PRODUCTS (50)

FOCUS GROUPS (1 Group) SPECIALIST INSIGHT (BOOTS)

MINTEL Online Reports were used to gather information on the market that Botanics sits in.

Other databases such as WGSN were used in order to gain an understanging of the skin care market and the current trends that are leading the markets innovation.

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BRAND CONTEXT

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BRAND ESSENCE BRAND EXPERIENCE

BRAND ATTRIBUTES

Beautiful Natural Full of passion Exciting

Functional Accesible Desirable Affordable BOTANICS Natural beauty that doesn’t cost a fortune, but that is exciting and full of passion, bringing the balance of nature into your everyday life.

BOTANICS PROMISE

BRAND PERSONALITY Honesty Exciting Beautiful inside and out Naturally confident

Straightforward natural products Balance of Nature Affordable for the everyday

MISSION STATEMENT Botanics mission is to be a natural beauty brand that is exciting and full of passion. They believe that being naturally beautiful shouldn’t cost a fortune, they aim to bring nature into your beauty routine, helping thier consumer to achieve the balance they are striving for in their everyday life.

VISIONS AND CULTURE Botanics believe in helping women to feel and look beauty both inside and out. They know that women are looking for balance so they believe in bringing the balance of nature into their everyday life. (Botanics NTU Presentation, 2016)

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BRAND ARCHITECTURE SKINCARE

HAIRCARE

Sensitive Skin First signs of ageing Oily/Spot prone Illuminating/ Brightening

Colour Volume Moisture Shine

TOILETRIES

ACCESSORIES

Bathing Hand

Bathing Face Washbags Hair

ARMOMATHERAPY

MEN

Oils Gels

Skin Accessories

(Botanics NTU Presentation, 2016) 8

BENEFIT LADDER EMOTIONAL

Beautiful Naturally confident Energised

BENEFITS

CONSUMER

Feeling beautiful inside and out Affordable

BENEFITS

PRODUCT

Natural Beauty that doesn’t cost a fortune For all skin types

BENEFITS

PRODUCT

Compelling claims Straight forward natural beauty products

ATTRIBUTES

(Botanics NTU Presentation, 2016) 9

S WOT A N A LYS I S STRENGHTS

WEAKNESSES

It is an natural and afforable skincare range.

Large product ranges and offers products for all skincare types.

Its stocked in Boots, one of the UKs leading pharmacy- led health and beauty retailer.

It does not have a great store presence and Boots do not back the brand in the best way they can (in many stores all the Botanics products are not placed together) The packaging is weak- does not stand out and it looks clinical They are competing in a diluted market.

They are not present on any social media

OPPORTUNITIES

THREATS

To create social media platforms for Botanics.

To branch into different markets (Health drinks, Makeup etc) To sell in other retailers other than boots in the UK (In America they sell in Walmart) To have more stands within more Boots to increase their store presence

The products are not 100% natural (therefore not endorsed by green bloggers.

There is lots of competitors offering the same products at simlar prices Botanics does not have a large presence or market share in the market they are in.

They have no kind of following on social media compared to other skincare brands.

One of Botanics biggest weaknesses is that they are competing in dilluted market where many of its competitors are succeeding far better than Botanics. Botanics are not seen as there own brand- with their lack of presence in store and on social media. However Botanics has the qualities to be a succesful brand for Boots as its an affordable price for natural skincare, natural skincare products are generally more expensive.

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AAKER MODEL BRAND AS A PRODUCT Skincare Haircare Bodycare Aromatherapy Accessories Men’s

BRAND AS AN ORGANISATION Consumer concern Natural Products Affordable beauty Everyday life

BRAND AS A PERSON Honest Naturally confident Exciting Full of passion

BRAND AS A SYMBOL Green Organic Floral Simple

BRAND AS AN EXPERIENCE Balance of nature Easily accessible Diverse

This Aaker model demonstrates an understanding of Botanic’s personality, giving an insight into the brand’s key qualities therefore establishing the brand’s overall identity, which can be utilised when launching a new product into the market.

(Botanics NTU Presentation, 2016) 11

B R A N D H E A LT H Online questionnaire results show that 51% of respondents are aware of Botanics, however have never purchased anything from there before. This shows that although consumers are aware of the brand they arent purchasing any of the Botanics products. Botanics needs to ensure that its products are current and appealing to consumers and offer something different to its competitors. Botanics needs to enhance it presence in store, potentially by having its own stand similar to that of NO7, in order to attract consumers and so that all Botanics products can be found in one place.

7. Have you shopped with Botanics before?

Question Type: Single Choice | Total Respondents: 100

Yes, I shop with them frequently

1.16%

Yes, but only occasionally

18.60%

No, but I am aware of the brand

51.16%

No, I have never heard of them

29.07%

The results show that the majority of consumers tend to purchase new skincare products when their current products have ran out. Therefore being more likely to re-purchase from the same brands, Botanics needs to ensure they are offering something different so that consumers move away from the same products that they are loyal to. The NPD needs to be a product that is completely innovative and new to the market and not available from other brands, otherwise consumers will purchase products from the current brands they already use.

8. How often do you purchase new beauty and skincare products?

Question Type: Single Choice | Total Respondents: 100

Weekly 3.49%

Monthly 33.72% When my current products have ran out 52.33%

Buy in bulk 5.81%

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Yearly 4.65%

B R A N D H E A LT H Botanics has been said to be losing interest and trust of its products, its natural sales point and its brand ethics. Since June 2015, the brand extension has struggled to maintain a lasting impact on consumers, using its unique selling point. This has been due to the rising demand from consumers, and the threat of competition providing new and innovative products that are creating differentiation in the market, missing gaps in the market for distinctive products.

The brand has also come under fire recently due to claiming their products are 100% natural and powered by plants. This has been proven not the case, as their products have been found to contain methylisothiazolinone which is a preservative, and has been linked to some health implications, this factor has also had an impact on consumers trust, due to misleading marketing.

The brands perception from a consumer’s point of view hasn’t been at a high standard; this has lowered the recommendations from consumers and has potentially lowered the proportion of new consumers for Botanics. This has weakened the brands chance to become a mainstream brand but is a growth opportunity as new markets or experiences will help strengthen the brands position, messaging and image. However since the Botanics re-launch in 2013, the brand has seen products drive more sales from own brand products, and the re launch has given the range an exciting re invention, adapts more to the target consumer.

(Bitc, 2016), (Shareholder.com, 2013), (Telegraph, 2013)

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SOCIAL MEDIA Botanics is not present on any social media platform as a brand and is rarely mentioned on Boots social media. In the digital age It is becoming apparent that the future lies in full integration of all the communication disciplines. Research has found that people find it important to stay up-to-date on the latest trends in social media. One-third of global on-line consumers now have internet access on their mobile phones which makes the internet more accessible therefore better for advertising, marketing and connecting with their customers. With the rise of green and beauty bloggers it is important for botanics to be present on social media so there customers can connect with them on personal level and let them know whats new to the brand.

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R E S E A RC H R E S U LT S ONLINE QUESTIONNAIRE (SKINCARE AND WELL BEING) -62.79% said they prefer skincare that is natural vs the 37.21% that prefer scientifically proven skin care.

- 51.16% of respondents were aware of the Botanics brand but have never shopped there while only 1.16% of people say they shop there frequently.

- Price followed by recommendation were the most important factors when buying beauty and skin care products.

ONLINE QUESTIONNAIRE (HEALTH DRINKS AND NATURAL PRODUCTS) -50% of people think the most important factor of a health drink is the benefits followed by taste (45.45%) -100% of respondents said looking after their body was important.

-77.27% said they would buy natural skin care products if they were not so expensive.

-59.09% of people said having natural skin care products was important to them.

SPECIALIST QUESTIONS (BOOTS) -The key category for Botanics is facial skincare, but the brand has presence across a number of categories.

-They believe in helping women to be beautiful, inside & out.

-Price is more of a purchase influencer than natural/ organic ingredients.

-50% of adults believe that natural products are better for the environment.

(Botanics NTU Presentation, 2016)

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MARKET OVERVIEW

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TARGET CONSUMER

Meet Charlotte, 25 years old, living with her boyfriend in their first rented flat.

Charlotte is very passionate about natural beauty. She likes to read her favourite natural/ wellbeing blogs in her spare time, and is clued up on ingredients and products. She’s concerned about harsh chemicals and the effect on the environment.

She has a regular set of products which she stays loyal to, but is open to trying new things.

Charlotte likes to think in ‘debit/ credit’ terms when it comes to her lifestyle. She exercises regularly, but does sometimes miss a class or two, and doesn’t beat herself up.

Although she would say that she watches what she eats, she aims to be healthy rather than follow any faddy diets.

Charlotte chooses natural products because she wants gentle, effective skincare. Her evening routine is the most important as she likes to have super-clean skin before she goes to bed.

She does a lot of research online before purchasing, and values the opinions of people she trusts. It is also important for her to find products which offer great value for money.

Botanics is known for being an affordable but natural skin care brand. Botanics pricing structure means they attract a younger target consumer. They consumer cares about the ingredients that goes into her skin care products. Currently botanics pen portrait targets a 25 year old which is what the majority of their products cater for however there is room for the brand to expand to a older market.

(Botanics NTU Presentation, 2016) 17

CONSUMER SEGMENTS

DEMOGRAPHIC Botanic’s consumer is aged between 20 to 30 however due to pricing younger consumers are also buying into the brand. Due to the increase in anti-ageing products, the demographic has been widened up to the older generation. Therefore Botanics need to ensure they are offering products to suit the needs of all of their consumers.

GEOGRAPHIC Botanics is solely sold in Boots stores across the UK. It is also sold in ‘Walgreens’ alongside No7 in the US, as well as being sold in Gulf, Thailand and Norway. Due to being a Boots own brand, Botanics has limited presence in stores. Within stores, Botanics products are spread around the shop floor making it difficult to find, meaning Botanics should open up its own stand to draw in more consumers.

SOCIO-ECONOMICS Botanics target demographic looks for natural products that suit their skin types, for everyday affordable use. They shop at various different skincare brands on the high street that have high recognition or have been recommended to them. They tend to update or buy new products when they have run out of their existing products.

PSYCHOGRAPHIC The Botanics consumer is naturally beautiful inside and out but at the same time cautious of the product they apply to their skin. They are aware of their skin type and know the right products for them. They like to balance healthy eating but don’t restrict themselves. They want to save time on their beauty routine but without having to sacrifice effective products.

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BRAND POSTITIONING PREMIUM

NATURAL

SCIENTIFICALLY PROVEN

MASS

This positioning map shows Botanics and it’s competitors within the skincare market. As a brand, Botanics are focused on the natural aspect of skincare and is sold amongst a mass market rather than the premium brands that are scientifically proven to work. For example, skincare brands such as ‘Nip + Fab’ and ‘Elemis’ which are proven to help specific areas. Brands such as ‘Soap & Glory’ and ‘This Works’ are similar however are aimed at a more mass market. Botanics main competition is other natural skincare brands like ‘The Body Shop’ and ‘Origins’ however as they are more premium than ‘Botanics’, other main competition would be brands such as ‘Nivea’ and ‘Garnier’ as they are sold amongst each other and around the same price points.

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COMPETITORS This Works make all natural beauty products suitable for every skin type. They understand that consumers lead busy lifestyles snd that it should not get in the way of their beuty routines. This works has noticed that the business of day to day life and environmental stresses attacking our skin demand more careful thought about our skincare routine.All their products are natural, practical and luxurious. They believe that skincare and beauty products don’t need artificial ingredients to be highly effective. (This works, 2016)

Origins can be considered as the aspirational brand of the Botanics consumer because of its more up market price. In a pen portrait done by Botanics they say“ She aspires to use Origins, and has a couple of products bought as presents, or that she has saved up for” Similar to Botanics Origins uses natural ingredients and covers the same categories as Botanics such as, Skin care, bath and body and gifts. (Origins, 2016)

Liz Earle is a skin care brand that uses natural ingredients. While it is more expensive than Botanics it has a similar philosophy of health and well being and uses the most effective ingredients nature has to offer. Liz Earle is more well known for its natural skin care than Botanics and while Liz Earle is also owned by boots it has concessions in various department stores as well as a few stand alone stores. (Liz Earle, 2016)

Nivea is a skin and body care brand. They are focused on healthy skin and stand for trust and credibility. Nivea have a dedicate skincare range called ‘Nivea Pure & Natural’ using natural ingredients such as ‘Argan oil, jojoba oil, chamomile extract and aloe very gel’.Nivea have seen recent success with it’s innovative ‘In Shower Body Moisturiser’ helping consumer to save time on caring for their bodies. (Nivea, 2016)

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COMPETITORS Simple offers products such as Face, body, Make up wipes and soaps. Their pricing structure is affordable and premium. The brand has a blog in which beauty and skincare experts and bloggers contribute to, they have innovated themselves further by creating more products for sensitive skin types and continue to test new ways for this skin type to be able to use facial and body products.

Nip + Fab offer products for both body and skin care. Thei products are designed to target specific areas for your face and body using innovative ingredients. They aim to offer premium and effective skincare to consumers everyday concerns at everyday prices. (Nip + Fab, 2016)

The body shop offers products for Body, face, makeup, hair, hands and also fragrances. Their pricing structure is relatively cheap and their products are of a good quality innovation: ‘The body shop at home’ enables consumers to try and buy products, it allows consumers to update their skincare routine and make up bag. As a brand they are fun and interactive. They offer tips, advice and demos from a consultant, which helps to drive the creativity and sales of the brand by influencing consumers with their versatility of adapting to consumer’s needs.

Garnier is a hair, body and skincare brand, that is all about ‘creating innovative and accessible products’. They are focused on producing products that help consumers for their everyday beauty needs. Garniers latest product is a ‘SkinActive moisture day and night cream’. It is a 3 in 1 products containing antioxidants to protect the skin. Garnier is brand which is constantly expanding product ranges, for example its recent hair care range ‘Ultimate Blends’ will be expanding into a body range as well.Many of Garnier’s products are used to enhance the look of the skin without the need for make up, for example with the ‘5 second perfect blur smooth protecting primer’. (Garnier, 2016)

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M A R K E T H E A LT H WOMEN’S MARKET HEALTH The Women’s skincare market has seen a fall, however in the next few years it is expected to rise due to consumer’s feeling more confident and spending more post-recession. However brands need to be aware of women now beginning to shop outside of the skincare category by buying make-up and serums offering the same benefits. Also in the skincare market, there has been an increase in the use of natural oils such as coconut and argan which can now be found in supermarkets showing the demand. (Mintel,2015)

WOMEN’S CONSUMER BEHAVIOUR The graph shows that 55% of women prefer to use simple skincare products and routines to avoid aggravating their skin. Therefore sales in the skincare market are slowly reducing due to Women not purchasing as much of a variety of products. 53% of facial skincare users try to go make-up free on some days and 51% concerned over proper removal of make-up before going to sleep.

This shows the rise in products such as ‘Micellar Water’ and ‘BB Creams’ due to women wanting to take more care of their skin by using less harmful and more natural products. (Mintel, 2015)

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M A R K E T H E A LT H MEN’S MARKET HEALTH The Men’s skincare market is forecast to increase however slower than the Women’s skincare markets due to lack of education on the importance of skincare for men. Even though there has been an increase in men being more concerned about their appearance, 38% of men agree that men’s facial skin does not need as much care as women’s and 32% agree that men’s and women’s facial skincare products do the same thing. (Mintel, 2015)

MENS CONSUMER Even though it is often thought that men do not purchase their own skincare products, Mintel found that 67% of men do choose their own facial skincare products. Also 50% of men felt they don’t know anything about skincare, re-confirming that there is lack of education for men about facial skincare. 32% of male facial skincare users do some research on skincare, showing that men are interested in skincare the information just needs to be available for them.(Mintel, 2015)

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MACRO TRENDS AGEING POPULATION With the ageing population, life expectancy is increasing meaning there are lower birth rates driving age progression. This may increase the number of people in retirement, as the retirement age will stay the same. It means the ageing popular will have a higher disposable income therefore opportunity for brands to capture. This has seen an increase in anti-ageing products as this older generation are looking for products that help to make them feel and look younger.

Therefore new products should include ingredients to benefit older skin due to the increase in the ageing population.

CLIMATE CHANGE Increasingly erratic weather patterns and rising sea levels is something we hear a lot about. These changing weather conditions have an affect on your skin. This is becuase of the lack of moisture in the air. Whether its cold and dry or hot and humid, an area’s climate can really affect the skin all over your body, causing everything from acne breakouts to itchy dry patches. Extremes in weather both hot and cold can worsen some existing skin conditions or even cause new ones.

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MACRO TRENDS HEALTH AND WELLBEING More and more consumers are becoming health conscious as education around healthy eating and lifestyles is increasing. Consumers are interested in having a healthy body and mind and are beginning to take care of themselves a lot more. People are becoming much more concerned about using products that are good for them and are completely natural. With the rise of green beauty bloggers and 100% natural brands, consumers are becoming much more aware of what ingredients are natural and what aren’t.

PERSONALISATION Smart Tv’s and phones have been on the rise as well as tablets, consumers are finding more need for this social interaction, personalisation marketing from retailers is on the rise as consumers search for products or services online. Retailers can take this opportunity to adapt these searches into personalising the content the consumer sees and driving sales on this factor. As a result this gives consumers a wider platform for connection through different social media platforms to the brand therefor establishing more of an emotional connection to the brand. (Forbes, 2014)

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SKIN-CARE TRENDS 25/7 The trend 25/7 is about consumer trying to gain extra time throughout their day, this means saving time on their current beauty and skincare routines. They are looking for products that multi-task and perform more than one achieve giving them extra time in the day. This could include products that can be used out of the home and on the go or products that condense their usual morning routine. For example travel sized products or overnight facial creams to give consumer that extra time in the morning.

NATURAL BEAUTY While beauty products have been drawing on nature’s resources for centuries in the past few years as people are becoming more health conscious and more environmentally aware, therefore the demand for natural products has increased. This rise is primarily due to the modern consumer becoming more aware of the potential hazards of chemicals in some skincare products.

Consumers’ interest in natural goods will continue to create important opportunities for brands that deliver more sustainable, natural or inexpensive solutions.

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SKIN-CARE TRENDS KOREAN BEAUTY Korean beauty products such as BB creams and water based and organic products from Korea are on the rise due to different consumers venturing into new ways to improve their skin and image. The Korean skin care market is emerging into 2016, with heavy promotion on ‘clean’ and plant or organic based products, for example seaweed to improve on chemicals on the skin, outlining the physical benefits of ‘natural botox’ and how to combat skin irritation and problems.

(Harpers Bazaar, 2016)

INSIDE OUT BEAUTY In 2014 the trend of feeling beautiful both inside and out boomed dramatically, consumers began to eat healthy and live healthier lifestyles. This trend has been heavily influenced by social media stars such as Hemsley & Hemsley and Deliciously Ella. There has been an increase in the amount of nutritional information and advice being given to consumers to help improve their skin.

This could damage the facial skin-care market in the long-term as consumers begin to find dietary changes effective, replacing the need for skin care products.

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WHERE DO W E WA N T TO BE?

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I N N OVAT I O N S T R AT E GY Ambition / Objectives (innovation challenge) Well being and healthy lifestyle Sleep care, Health drinks, (sleep balm, spray, rub, etc.) (kombucca – Green tea)

Gift and indulgence Aromatherapy sets, Personalised gift sets (candles, oils, bath salts) (personalised bags including mini versions)

100% natural On the go, all natural set, all natural range (balm, mist, perfume, moisturiser, lip scrub, body cream)

Ambition / Objectives (innovation challenge) Anti-ageing Expanded range, age prevention range (serum, over night gel, tightening serum, eye cream, primer)

25/7 3 in 1 travel stack, over night primer, 3 in 1 product (moisturiser, toner, cleanser)

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Inside out beauty Health drink (kombucha)

NPD IDEAS Description:

Is it already available?:

Risk:

Personalised gift sets

Personalised wash bags w ith initials a-­‐z. consumers can choose 5 m ini’s to g o in their wash bag as a gift or just to treat themselves.

This product is available but now w ith the personalised w ash bag aspect combined. E.g. for m others day Origins offered one of there wash bags w ith m ini’s.

Pricing risks: have to produce minis of products, and w ash bags w ith all letters on.

Sleep care kits

Kits that include, Yes. This w orks offers balms, sprays similar products and in and candles that sets. would help you sleep.

Niche market, not everyone will w ant sleep products.

100% natural range

Multipurpose balm, F ace m ist, roll on perfume, moisturiser, cleanser m ade from 100% natural ingredients.

Yes, but at premium prices.

Could damage reputation of existing Botanics product, need of products for different skin types f or cleanser and m oisturiser.

Age prevention range

Serum, over night g el, eye cream primer etc. Products for the younger consumer wanting to prevent ageing.

Yeah, brands such as Estee lauder offer similar products.

Younger consumers might not be interested in preventing ageing at a young age.

3 in 1 travel stack

For the on the go consumer, a cleanser, moisturiser and toner that all Stack together.

For the on the g o consumer, a cleanser, moisturiser and toner that all stack together.

Production costs m ay be high due to having to produce stackable packaging.

Health drink -­‐ Kombucha

A pro-­‐biotic In the US but not in the health drink w ith UK on the high-­‐street. multiple skincare and health benefits.

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Not yet developed within the UK, consumers could be unaware of drink and its benefits.

PERSONALISED GIFT THE BIG IDEA:

Gift and Indulgence - Personalised Gifts

Key insight (what need/opportunity does it address)

The key insight is that consumers want items that are specific to their skin type and want to try a range of different products to see what works for their skin.

Who would be the end user (target audience)

The target audience is consumers that are conscious of what products they use on their skin but also like to try new products in order to see what is right for them.

What are the key benefits/how does it work

They key benefits are that they will be able to personalise a set for themselves based on the products they want to try and work for their skin. They are able to select a few and the gift set will be based on their skin type.

What makes it different to other products on the market This is different because consumers can select a set based on their skin type and what they like to use so it is personalised to their wants and needs.

IDEA TITLE: Marks out of 10 (0 is low and 10 is high) 1) Likely consumer appeal

8

2) Brand fit

8

3) Distinctiveness (New and different)

5

4) Incremental Growth Potential 6

27 40

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SLEEP CARE KITS THE BIG IDEA:

SLEEP CARE RANGE

Key insight (what need/opportunity does it address)

Health and Wellbeing – People are sleeping less and are more stressed, they don’t want to use sleeping pills and want a natural replacement.

Who would be the end user (target audience)

The target audience is consumers that have busy everyday lives such as busy mums and stressed students.

What are the key benefits/how does it work

Natural remedy to help you sleep. Use of lavender works as a relaxant helping you to sleep more and stress less.

What makes it different to other products on the market

Cheaper than competitors, all natural products.

IDEA TITLE: Sleep care range Marks out of 10 (0 is low and 10 is high) 1) Likely consumer appeal 2) Brand fit

8 888

1) Distinctiveness (New and different)

4

2) Incremental Growth Potential 3 21 40

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10 0 % N AT U R A L THE BIG IDEA: 100% Natural Products

Key insight (what need/opportunity does it address)

In the beauty industry today there is an increase demand for completely natural products primarily due to people becoming more aware of the potential hazards that can be caused by chemicals in skincare products and many skincare brands claim to be natural and are not used from entirely natural ingredients, including products in the Botanics ranges.

Who would be the end user (target audience)

The consumer they already have, Green beauty bloggers, People who believe they pay for quality skincare.

What are the key benefits/how does it work

We are creating products that already exist in the overall market but not Botanics themselves. (Balm, mist, perfume) they are 100% natural and its not harmful to your skin in the long run. Green bloggers believe the chemicals we are using on our skin is slowly killing us and making us more prone to fatal illness’

What makes it different to other products on the market

Its 100% natural, reasonably priced.

IDEA TITLE: 100% natural products Marks out of 10 (0 is low and 10 is high) 1) Likely consumer appeal

7

2) Brand fit

8

3) Distinctiveness (New and different) 5

4) Incremental Growth Potential 8

28 40

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AGE PREVENTION THE BIG IDEA:

Age prevention range

Key insight (what need/opportunity does it address)

The key insight for this range is people are wanting to prevent ageing so there is a need for prevention products for younger consumers. By using prevention products, it will prevent them from using anti-­‐ageing products in the future..

Who would be the end user (target audience)

The target audience for this idea would be Botanics current target consumer, young consumer between the ages of 20-­‐ 30 who want to prevent ageing and are concerned about ageing skin.

What are the key benefits/how does it work

The key benefits for the consumer are that they are preventing ageing even though they may not have these problems yet they can prevent them from occurring.

What makes it different to other products on the market

Other brands focus on anti-­‐ageing products and are aimed at older consumers whereas these products are aimed at a younger consumer to help them prevent the problems of ageing. Also at a lower price.

IDEA TITLE: Marks out of 10 (0 is low and 10 is high) 1) Likely consumer appeal

6

2) Brand fit

8

3) Distinctiveness (New and different)

4

4) Incremental Growth Potential 5

23

34

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T R AV E L S TAC K THE BIG IDEA:

3 in 1 travel stack and 3 in 1

Key insight (what need/opportunity does it address)

The key insight is that people are too busy at the moment in their lives, meaning their skincare and beauty routines have to suffer as a result as they simply do not have the time.

Who would be the end user (target audience)

The target audience is consumers that have generally busy everyday lives for example workaholics and busy parents.

They want products that quick and easy to use.

What are the key benefits/how does it work

They key benefits are that they won’t have to sacrifice their skincare routine and will save them time. They will be able to keep their skincare in good condition whilst saving them time.

What makes it different to other products on the market

This product range is different because the products will be multi-­‐use and be able to use on the go. It is different because you can travel with your products with ease.

IDEA TITLE: Marks out of 10 (0 is low and 10 is high) 1) Likely consumer appeal

8

2) Brand fit

8

3) Distinctiveness (New and different)

5

4) Incremental Growth Potential 7

28

35

40

KOMBUC HA THE BIG IDEA:

HEALTH DRINKS: KOMBUCHA

Key insight (what need/opportunity does it address)

People want to feel beautiful on the inside as well as on the outside. Consumers are becoming more health conscious and are much more aware of what they are putting in their body.

Who would be the end user (target audience)

The target audience is consumers who are health conscious and want to keep up with the latest health trends.

What are the key benefits/how does it work

It is a pro-­‐biotic drink that helps with your skin, bloating, energy levels and overall well-­‐being.

What makes it different to other products on the market

Although this product has a large presence in the US, maily LA, its UK presence isn’t very strong – especially not on the highstreet at accessible prices.

IDEA TITLE: Marks out of 10 (0 is low and 10 is high) 1) Likely consumer appeal

7

2) Brand fit

6

3) Distinctiveness (New and different) 4) Incremental Growth Potential

9 5 27 40

36

PRIORITISING IDEAS New

Prioritising our ideas Brand stretch but needs strong USP stand out

New horizons-­‐ Market and brand

changing

Health Drink

Age prevention

Brand (degree of stretch)

100% natural products 3 in 1 travel stack

Expanding anti ageing range Aromatherapy

Current

Sleep care Kombucha

Personalised gift sets Sustaining Innovation

Low-­‐ Unmet needs

Breakthrough Innovation

Market competitive environment

High-­‐ Unmet needs

This map shows which new product ideas are new and innovative compared to competitors.

Personalised gift sets, sleep care ranges, aromatherapy and an expanding anti-ageing range already have a strong presence in a very competative market and do not offer anything new to the Botanics consumer that they can not already purchase elsewhere. Although Age prevention products and a 3 in 1 travel stack would be new products for Botanics they would need a strong USP to stand out as these products do already exist on the market place. 100% natural products would be new to Botanics as none of their current products are completely natural, however this could potentially damage the reputation of their existing products. Therefore, the new Kombucha health drink would be the best NPD for Botanics as it offers something completely new to their competitors that is innovative and different to anything that Botanics currently offers.

37

RUSH BOTANICS KOMBUC HA WHAT IS KOMBUCHA? Following on from the health drink trend , a key emerging health drink was identified Kombucha Tea. It is made up of tea, water, sugar, natural flavours and SCOBY (bacteria and yeast). The water, tea, sugar and natural flavours are infused and then the SCOBY is added then left to ferment for 7-10 days. Due to the process of making the kombucha drink, most natural flavours can be used to create a desired flavour. This probiotic drink has many health benefits such as improved digestion, increased energy, cleansing and detoxification, immune support and even cancer prevention. It has all these benefits along with being under 30 calories a drink. The Kombucha drink is the latest health trend in LA, found in most health cafés and even has dedicated Kombucha bars where the drink is on tap.

The trend of drinking Kombucha is continuously growing according to whole foods magazine the total profits of the tea are projected at $500 million this year. It is also predicted by the Sunday times as one of the 7 wellness trends to watch in 2016 in the UK. Showing how the trend is moving from the US to the UK quickly. ( OUR PRODUCT - BOTANICS RUSH KOMBACHA: The health drink is called ‘Rush’, the name was chosen to reflect the benefits of the Kombucha drink such as the energy buzz it gives you and to intrigue the consumers to purchase the new product and find out what rush they are going to get from it. Respondents said some health drinks had off putting flavours and a main focus was to ensure that the taste was appealing to consumers as primary research showed that taste was one of the most important aspects when purchasing health drinks.

Therefore fruity flavours were chosen offering diversity from fresh to sweet, using flavours such as cucumber and mint to create a fresh taste and orange and pomegranate for sweeter and fruitier flavour. It was originally intended to use glass bottles to give a natural and premium perception however opted for plastic instead due to pricing. By using coloured packaging and a simple design a premium perception was still achieved.

PRICING: Competitors pricing for Kombucha ranged from $3.20 to $4.75 depending on whether it was sold in-store or in cafés so we have decided to offer mid range pricing as it will be positioned in Boots on the high street. Based on the target market of 25-45 year old, the annual value based on 2 purchases per annum shows great potential for this product with the annual value being £331,458.75. (See Appendix 4)

Product

Volume (annual number packs a y ear, year 1 )

RSP (Retail S elling Price)

Value (Annual total value)

Kombucha

88,389

£3.75

£331,458.75

38

H E A LT H D R I N KS MARKET There has been an increase in health drinks from every day brands such as ‘Innocent’ who have introduced coconut water and super smoothies. There has been a rise in health drinks with green tea and detox waters as consumers can infuse their water with different fruits to create the flavours they want. Recently ‘beauty drinks’ have also been put out into the market with drinks such as ‘Beauty and Go’ and ‘Berry Bella’. They are designed to have a bigger appeal to this market over other beauty drinks. 2015 also saw the launch of a number of other beauty drinks, such as Nutrabiotics and Beauty & Go. Nutrabiotics is a premium beauty supplement brand dedicated to sustainability and the environment, whilst Beauty & Go offers gluten-free drinks containing bioactives and MacroAntioxidants. Botanics focuses on skincare, the trend of health and beauty drinks are becoming key competitors in the skincare market as consumers are starting to supplement skincare products for health care drinks.

A questionnaire was then undertaken that focused on health drinks in order to get an idea of the target consumer, what they thought about health drinks and what they felt were the most important factors of a health drink most people were very positive. When it was asked ‘What are your thoughts on drinking health drinks in the morning?’ Almost all responses were positive including answers such as ‘I try to have one every morning its gives me a big burst of energy’ and ‘A good way to get a good breakfast with lots of filling nutrients’

This Brand positioning map shows the different health drinks on two different scales (premium & high street) (Artifical and natural) It also includes where the new health drink for botanics will sit.

39

RUSH KOMBUC HA

40

R I S K V S R E WA R D RISKS • Completely new market for Botanics • Niche product • Kombucha tea is still emerging in the UK at the moment

VS

REWARDS • Breakthrough innovation ahead of the market • Inside out beauty trend • Health benefits in a different form of skincare • Gives the consumer a boost whilst they’re on the go

The main risks for the Kombucha drink would be that health drinks are a completely different market for Botanics to move into going from the skincare market to health drinks. Although the Kombucha tea is popular within the US the drink is still emerging in the UK at the moment so less people are aware of the product and its benefits, as it is a niche products it could be difficult to attract the consumer and persudae them that the Kombucha offers them different benefits to other health drinks. However, launching the new Kombucha product shows a clear opportunity for Botanics to be ahead of the market and its competitors. Although all new products come with risks, the rewards for the Kombucha tea show great potential for Botanics’ brand extension. Kombucha is a solution to the inside out beauty trend for Botanics as it provides consumers with drinkable skincare, meaning they gain the same health benefits without having to put products on their skin whilst getting an energy boost and providing them with beneficial nutrients they need.

41

CONSUMER FEEDBAC K Fresh, Quenching, Healthy, Fast.

Cool,

Yes, i would try a new health drink that I hadn’t heard of before. - Andrew

Fresh, Fun, Bright, Citrus.

Energising,

Yes, i would try a new health drink that I hadn’t heard of before. - Beth

Summer, Fruity, Colourful, New, Refreshing.

Yes, I would try a new health drink that I hadn’t heard of before. - Mellisa

After creating the Rush Kombucha 10 people, both men and women of various ages were shown the drink to find out what they thought of it. They were asked what five words come to mind when seeing the Rush Kombucha (See Appendix). The feedback showed that consumers were reacting positively when seeing the new health drink and the words that respondents used to describe the drink reinforced that the packaging for our Rush Kombucha perceived the desired image that we hoped, being fun, fresh and energising. All respondents said that the packaging makes them want to try the drink and that they would be willing to try a new health drink that they hadn’t yet tried before.

42

CONCLUSION To conclude, Botanics biggest downfall is the lack of people aware of the brand and the lack of backing from Boots to promote Botanics as a brand. This makes their current position in the skincare market weak. Overall Botanics need to increase the amount of customers that buy from them. This can be achieved by various means such as, a launch of social media platforms, an improvement in store presence and most importantly the launch of the new product Rush Kombucha Tea.

43

APPENDICES Appendix 1: Skincare questionnaire I. Age •

Question Type: Single Choice | Total Respondents: 100

55 + 3.49%,

Less than 18 5.81%,

35 -­‐ 54 16.28%,

18 -­‐ 34 74.42%,

II. Are you...?

•

Question Type: Single Choice | Total Respondents: 100

Male 10.47%,

Female 89.53%,

1. What skin care or beauty products, if any do you use?

44

Question Type: Multiple Choice | Total Respondents: 100

2. What beauty and skincare brands do you use?

•

Questi on Type: Multi ple Choi ce | Total Respondents: 100

Total

Total

Total

Aesop

2.86%

1

Clarins

8.57%

3

Avene, clinque, chuckling goat

2.86%

1

Claris

2.86%

1

5.71%

2

La Roche Possay SPF, kiehls, the body shop...

2.86%

1

Lancôm e

2.86%

1

Lush

5.71%

2

Benefit

2.86%

1

Clinique

Bobbi brown

2.86%

1

Dove

2.86%

1

Lush cosmetics

2.86%

1

Body Shop and Rituals

2.86%

1

Estee Lauder

2.86%

1

Nip & F ab

2.86%

1

Body shop, Clinique

2.86%

1

Estée Lauder

2.86%

1

Nip and F ab and tHE bODY sHOP oILS OF lIFE

2.86%

1

Body shop, Space NK own brand

2.86%

1

Eucerin, biore, dior, giorgio armani, bene...

2.86%

1

Nip and F ab, Eve L om & Eau thermale avene

2.86%

1

Cetaphil,

2.86%

1

Forever living

2.86%

1

Pixi / Bioderma

2.86%

1

Clarines, netrogena

2.86%

1

Johnsons & Palmers

2.86%

1

Roche posay

2.86%

1

Total

40.70% (35)

Susan molyneux

2.86%

1

The body shop

2.86%

1

The body shop,

2.86%

1

Witch

2.86%

1

3. What do you t hink t he most important t hing is when looking for beauty or skin care products?

4. Do you prefer skin care and beauty products t hat are scientifically proven or natural?

•

Question Type: Single Choice | Total Respondents: 100

Scientificall y proven 37.21%, Natural 62.79%,

45

5. What is your perception of natural products?

Total

Total

...

2.33%

2

100% made from all natural produces good ...

1.16%

1

60ish

1.16%

1

A product that is made from natural resour...

1.16%

1

A product that is natural would always be . ..

1.16%

A second best option useful as a back up

1.16%

1

Anything natural is better for m e.

Anythin...

1.16%

1

1

better for sensitive skin, less harmful to...

1.16%

1

Better for skin

1.16%

1

Total

Total

Generally cheaper products but can still b...

1.16%

1

I feel natural products are cleaner and wo...

generally thought to be healthier

1.16%

1

I have always found natural products are b...

1.16%

1

1

good

3.49%

3

1.16%

1

1.16%

1

Good (Sorry for the short answer)

1.16%

1

I like the idea of natural products but wo...

1.16%

1

Clean packaging Green c olour scheme Natura...

1.16%

1

Having sensitive skin, I find natural prod...

1.16%

1

I think they sound more enticing because y ...

1.16%

1

Completely organic no harmful chemicals

1.16%

1

healthy

1.16%

1

I try and use natural products as much as ...

1.16%

1

It depends on what they have in them I don...

1.16%

1

Derived from natural sources.

1.16%

1

Healthy for the skin, no harsh chemicals a...

I do like the idea of the natural skincare...

1.16%

1

Less chemicals

1.16%

1

1.16%

1

I feel because the product is natural it i...

1.16%

1

Made from 100% natural elements that are g...

Made with organic ingredients and do not h...

1.16%

1

Better for y our skin

1.16%

1

Botanical, no chemicals and not tested on ...

1.16%

1

cannot have additives

1.16%

Clean and good for your skin. Lack of irri...

Free from additives

1.16%

1

Free off chemicals

1.16%

1

6. What colours do you associate with t he word natural? •

•

Question Type: Multiple Choice | Total Respondents: 100

Question Type: Single Choice | Total Respondents: 100

46

1.16%

1

8. How often do you purchase new beauty and skincare products? •

Weekly

Question Type: Single Choice | Total Respondents: 100

3. 49%

Monthly

33. 72%

Yearly

4. 65%

Buy in bulk

5. 81%

When m y current products have ran out

52. 33%

10. Is t here any issues you find when buying skin care or beauty products? •

Total100.00% (86) .

1.16%

1

A lot of c hoice when looking for what I wa...

1.16%

1

A lot of them c laim to do things for you s...

1.16%

1

Allergies

1.16%

1

Can make skin greasy/oily

1.16%

1

Cheap and c hemical ridden products that ar...

1.16%

1

Different things seem to work at different...

1.16%

1

Difficult to find ones that suit my skin t...

1.16%

1

47

Question Type: Text | Total Respondents: 100

Appendix 2: Health drinks survey

48

49

50

Appendix 3: NPD

Evolving Landscapes Findings/Insight/ Gender Blurring Gender Blurring

Ageing consumer Ageing consumer

NPD Idea Unisex range of skincare Neutral packaging (less floral, less manly) For ‘older skin’ types range Increase anti-­ageing range

Easy and Affordable Findings/Insight/

NPD Idea

Busy people, no time.

3 in 1 Toner moisturiser toner.

Busy people, always on the go.

Travel and mini size products, for handbags.

The tired and overworked consumer

’wake me up’ eye products to make you look alive in the morning.

No time

Day to night products -­ 24h moisturiser/ bb cream

No time

Sleep in mask/moisturiser give you the spa feeling overnight.

Health and Wellness Findings/Insight/

NPD Idea

De-­stress

Pamper range to de-­stress (bath salts, Candles, masks, infusers, oils

Relax

‘Spa Range’ Slightly more premium, sold and used in spas.

Beauty sleep

Sleep range (similar to this works).

Need for natural

An alternative to what’s on the market but a natural version – eyelash grower, hair masks, skin products

51

Individualism and expression: Findings/Insight/

NPD Idea

Personalised

Box of mini products picked by consumer or based on searches/quiz. Monthly subscription.

Personalised gifts

Personalised make/up/wash bag with initials and then choose minis to go in.

Seller to consumer first communication

Counter service

In depth skincare

More specific products, not just for oily, dry or combination skin. Make a product that is more in depth to a skin type.

Sensory and Indulgence Findings/Insight/

NPD Idea

Sensory

Diffuser (Neal's Yard)

Indulgence

Expand aromatherapy range

Comfort and uncertainty Findings/Insight/

NPD Idea

Simple products/reduce anxiety

3 in 1 In shower moisturiser

Savvy consumers

Ensure ingredients and sources are shown clearly

52

SPARKS Findings/Insight/

NPD Idea

Quick and easy, busy people with no time, simple and comforting

3 in 1 Cleanser, Toner, Moisturise (only need to use once a day) Daily routine done in one.

Personalisation

’Birch box’ – Take a quiz/Pick your favourite… monthly subscription of minis – encourages to try new things.

Gift bags

Personalised Wash bags (with initials) choose 5/6 minis – great gifts for friends and family.

Findings/Insight/

NPD Idea

Charl otte Til bury – Packs Deborah Mitchel l – Heaven skin care packs

Using product have a skin care kit.

Show Benefits, skin type, directions for use for each product. Emotions rel ated to routine e.g happiness

Yours trul y organics, Speiza made for l ife

Eye gel for hydration, over night organic moisturizing primer ready for make up, fruit and veg ingredients and extracts, organic ingredients

Top trumps card

Cards for product/skincare type – showing where ingredients are from what the benefits are/ how to use.

Lion – Affrica

Safari range – African pl ants and ingredients African packaging.

Shel l

Sea sal t scrubs – using sal t for exfol iator. Shel l packaging.

Paper cl ips

Linking shower products that cl eanse, tone and moisturize your body

Glasses

Hydrating eye gel mask

Marbl e

Massage bal l s and cel l ul ite scrubs

Findings/Insight/

NPD Idea

Mirror

Clip on mirror w ith mini travel product attached for your hand bag

Bracelet

Moisturizer travel set, e.g. lips, face, eyes, hands

53

Appendix 4: Financials Product

kombucha

Penetration

Trial

Repeat Purchase

Volume

Distribution

Awareness

Adult Population

Target Audience Women 25-­40

% Population

Potential trialists

Number of purchase per annum per person

Potential Total Market Volume

Year 1 Volume

Year 1 Volume

64,679,700

12,677,000

15%

6,313,500

2

1,262,700

883,890

88,389

Product

Volume (annual number packs a y ear, year 1 )

RSP (Retail S elling Price)

Value (Annual total value)

Kombucha

88,389

£3.75

£331,458.75

54

Appendix 5: Focus Group Name: Andrew Would the description of the product make you want to buy or try the drink? Yes What words do you think of when you think of the described drink? fresh quenchy cool healthy fast Would this packaging and flavouring entice you to buy the product? Yes Name: Beth Would the description of the product make you want to buy or try the drink? Yes What words do you think of when you think of the described drink? fresh fun energising bright citrus Would this packaging and flavouring entice you to buy the product? Maybe Name: Melissa Would the description of the product make you want to buy or try the drink? Yes What words do you think of when you think of the described drink? summer fruity colourful new refreshing Would this packaging and flavouring entice you to buy the product? Yes Name: Harry Would the description of the product make you want to buy or try the drink? Maybe What words do you think of when you think of the described drink? Bright fun tasty new healthy Would this packaging and flavouring entice you to buy the product? Yes Name: Jane Would the description of the product make you want to buy or try the drink? Yes What words do you think of when you think of the described drink? healthy interesting fun tasty fresh Would this packaging and flavouring entice you to buy the product? Yes Name: Julian Would the description of the product make you want to buy or try the drink? Yes What words do you think of when you think of the described drink? Colourful unique refreshing good fresh Would this packaging and flavouring entice you to buy the product? Yes Name: Sophie Would the description of the product make you want to buy or try the drink? Maybe What words do you think of when you think of the described drink? Healthy tasty enticing nice fun Would this packaging and flavouring entice you to buy the product? Yes Name: Millie Would the description of the product make you want to buy or try the drink? Yes What words do you think of when you think of the described drink? Fresh fun fruitfilled healthy cute Would this packaging and flavouring entice you to buy the product? Yes Name: Esther Would the description of the product make you want to buy or try the drink? Yes What words do you think of when you think of the described drink? Fresh energising healthy fruity enticing Would this packaging and flavouring entice you to buy the product? Yes Name: Michael Would the description of the product make you want to buy or try the drink? Yes What words do you think of when you think of the described drink? New tasty enticing fruity healthy Would this packaging and flavouring entice you to buy the product? Maybe

55

Appendix 6: Group timeplan

56

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LIS T OF ILLUS TRATION

58

59

60

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Image of sleep products [online] Available at: http://www.instyle. com/news/beauty-products-helpsleep?crlt.pid=camp.cuYiAY9zl5cg [Accessed on 16/3/16]

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Image of Frank body [online] Available at: http://nitrolicious.com/wp-content/uploads/2015/05/frank-body02-700x467.jpg [Accessed on 16/3/16] Image of wrinkles [online] Available at: http:// hautechaucolatte.tumblr. com/post/63228227485/7habits-that-are-making-yourskin-older-than-it?utm_ content=buffer0e0fb&utm_ medium=social&utm_ source=pinterest. com&utm_campaign=buffer [Accessed on 16/3/16]

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