Aesop Relief Market Report

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3.0 Abstract 3.1 Short Synopsis 4.0 Methodology 4.1 Purpose of Research 4.2 Research Methodology 4.3 Sample Groups 4.4 Key Research 5.0 Introduction 5.1 Background 5.2 Rationale 5.3 Proposed Solution 5.4 Anticipated Conclusion

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6.0 SMART Objectives

6.1 Specific 6.2 Measurable 6.3 Achievable 6.4 Realistic 6.5 Time

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7.0 5 ITS 7.1 Get it 7.2 Do it 7.3 Feel it 7.4 Share it 7.5 See it

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8.0 Market Segment 8.1 Market Segmentation 8.2 Market Level 8.3 Competitors 8.4 Target Market 8.4.1 Primary 8.4.2 Secondary 8.4.3 Tertiary 8.5 Demand

Main Body

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9.0 Product 9.1 Features 9.2 USP 9.3 Styles/Ranges/Features 9.4 Bespoke Element 10.0 Price 10.1 Price of Product 10.2 Pricing Strategy 11.0 Place 11.1 Where?

11.2 Why? 12.0 Promotion 12.1 Communication 12.1.1App 12.1.2 Window Display 12.1.3 Wellbeing Event 12.1.4 Magazine Ad 12.1.5 The Fabulist 12.1.6 Press Pack/Release 12.1.7 Social Media 12.2 Stages of Release 12.3 Campaign Plan 12.4 Media Plan 13.0 People 13.1 Specialist Training 13.2 Selling Technique 13.3 Customer Service 13.4 Uniform 14.0 Persuasion 14.1 Communication 15.0 Conclusion 15.1 SWOT Analysis 15.2 Summaries and Evaluation

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16.0 References

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17.0 Appendices

3.0 Abstract Abstrait

A report on Mintel suggests “The market demographic (in skincare) appears to be shifting, and new groups are looking for new products.� (Mintel, 2016) Meaning there is a gap in the skincare market that the Australian brand Aesop has set out to fill. The main aim of this market report is to demonstrate the extensive research and product development that lead to the creation of the Aesop Relief range. The brand has given a set of objectives in which the campaign will follow to ensure its success. The aim of the campaign is to create a natural alternative to over the counter medicine with the added benefits of a skincare regime, and to also create a product that can be tailored to the consumer’s personal wants and needs through the use of a promotional app and other materials.

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The purpose of the research conducted throughout this report was to find a clear gap in the industry of skincare in order to find out what the big brands and niche companies were doing at the minute in what is predicted to be an ever growing market with an accelerating growth over 2015-2020 which is “fuelled by an increase in the GDP per capita, favourable demographics and premiumisation.” (Euromoniter, 2016). Research was also carried out to justify and ensure that this product is something that is realistically desired by consumers new and existing to the brand. Due to the lack of CAM (complementary and alternative medicine) on the market, extensive research has needed to be carried out to ensure that this type of medicine is going to be effective for the consumer, and that the use of CAM medicine is safe.

A clear mixture between primary and secondary research has been carried out throughout the research of this product and report. This includes a site visit to 3 London signature stores, interviewing the staff within the stores about their experience working for the brand and also a selection of surveys, questionnaires and sample groups. A demonstration of quantitative research has been conducted through the medium of a survey to try and understand consumer needs and brand values. The questionnaire was set very early into the research and was based around attempting to gage the types of skin care brands that consumer are familiar with and the types of products they want and need. There is also an element of qualitative research with an aim to gather an in-depth understanding of human behaviour including a sample group of consumers of a similar age and lifestyle to the target audience for Aesop to see whether they react well to the promotion that is put in place as part of the campaign.

4.3 Sample Groups

4.1 Purpose of Research

4.0 Methodology

4.2 Research Methodologies

Méthodologie

A sample group was gathered with a group of 7 adults, 4 women (primary) and 3 men (secondary) who are not regular Aesop consumers but who are of a similar age to the ideal target customer for the product and who also share the same key lifestyle values as that of an Aesop customer.

The group was gathered in an attempt to see how an Aesop consumer would respond to the promotion set for the campaign. There was an opportunity to give feedback and construction from the campaign to see what is effective and eye-catching and the types of promotion that don’t particularly work. This will all be taken into account during the final campaign and changes and developments will be made throughout to ensure the Aesop Relief campaign is suited to its consumer and it targets the right target customer whether that is its primary, secondary or tertiary target consumer.

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Site visit - Aesop’s main appeal and feature is its signature stores – no two stores are the same. Visiting three of the stores around London gave a clear idea of the types of service staff in Aesop offer, the layout of their stores and any promotional material that they offer in store Sample groups – This part of the research was most valuable to the promotion aspect of the campaign as the participants were of a similar age, and shared many of the same lifestyle values as the brand and its target customer. It was beneficial to get an idea of how consumer would respond to the promotional campaign and to get any constructive criticism of things that didn’t work as well.

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4.4 Key Research Review

Survey – The initial survey which was set at the beginning of the research process was a key piece of research as it was the first key indicator that consumers would be interested in a product such as medicinal skincare which would combine health benefits within a daily skincare regime. This helped identify a gap in the market for this type of product.

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Introduction

5.0 Introduction

Aesop is present in three categories: skincare, hair care and fragrances. Skincare accounts for more than half of its sales in terms of volume, and much of its research and product development targets this category (Iyer, 2013). This extensive product development within skincare allows Aesop to branch into the market of alternative health with a new brand extension Aesop Relief.

Aesop Relief provides all the benefits of a daily skincare routine with herbal remedies used as an organic alternative to over the counter pain medication.

5.1 Background

After creating a survey, it was found that 83% of participants1 said they would prefer or be willing to try a herbal remedy as a natural and organic alternative to pain killers or other over the counter medication, with the main reason being that people don’t want to put synthetic drugs into their bodies and would prefer to try something with natural substances that was guaranteed to work. A study on Mintel suggests that there is “growing concern over the impact of ingesting medications, this could see adults shift away from using oral painkillers to treat these types of pains, impacting sales.” (Mintel, 2016) A report on Mintel suggests “The market demographic appears to be shifting, and new groups are looking for new products.” Meaning there is a gap in the market that Aesop has set out to fill. “Men are continuing to become more interested and involved in the market. Social responsibility is continuing to grow as a movement; this growth is pushing beauty and personal care consumers to think more critically about how their beauty and personal care products are made and whether the ingredients are good for them and good for the environment.” (Mintel, 2016). Further proving how there is a need for the Aesop Relief range. This report sourced by Mintel proves that current consumers of the beauty and skincare industry are looking for a new product and a gap in the market. This paired with the CAM (complementary and alternative medicine) market, which has enjoyed “relatively strong sales growth in recent years” (Duckett, 2015) makes for a product that is suited to a consumer looking for a product that is innovative and uses natural substances that are good for their bodies and the environment.

5.2 Rationale

The proposed solution for the Aesop Relief campaign is to provide Aesop consumers, existing and new, with a product that combines the benefits of a daily skin care routine with the medicinal presence of a herbal remedy. Aesop as a brand “make customers feel special - and that’s what they really sell. Walking into an Aesop store is a sensory experience that is reminiscent of experiencing a museum exhibit. You can’t help but feel like you are partaking in something special and exclusive.” (Haldemann, 2015) This is something that will come across within Aesop Relief’s product, packaging and overall campaign. The campaign should meet the set objectives given for Aesop Relief’s range, which are detailed later in the report.

5.3 Proposed Solution

Anticipating the conclusion means looking at the projected outcomes for the campaign. Aesop Relief’s campaign will be simple, trustworthy and promote the idea and benefits of CAM over traditional medicine in painkillers. It should also promote the objectives such as developing bespoke products tailored to an individual. The campaign will be directed at a unisex audience, with sample groups confirming this theory.

5.4 Anticipated Conclusion

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6.1 Specific

Measurable Objective 1 will be measured through downloads and registration for the Aesop Relief app, enabling the brand to track consumer details and purchases on the app. Objective 2 will be measured through the activation of QR codes on certain promotional material which will allow consumers to find out about the ingredients in the product and their organic benefits.

Objective 3 is less measurable but can still be measured through looking at an increase in sales at Aesop and a better engagement and interaction with consumers through social media.

Achievable Aesop as a brand are a luxury high end skincare brand, and have an excessive budget which enables them to successfully promote their new Relief range. Aesop do not tend to advertise or promote their product in an obvious way, whereas the brand extension Aesop Relief (being a new range) will promote itself a bit more and will have more of a budget to achieve these measurable objectives.

6.5 Timed

6.4 Realistic

Specific OBJECTIVE 1 communicating the benefit of herbal remedies tailored to personal need, so creating individual products to suit a person’s needs such as ailment, skin type and allergies. OBJECTIVE 2 communicating an organic element within the products and their ingredients And OBJECTIVE 3; creating further awareness of Aesop as a brand

6.2 Measurable

6.0 SMART Objectives

6.3 Achievable

SMART Objectifs

Realistic Aesop has an in house promotion and interior design team which work in conjunction with their sister company Taxonomy of Design which will create the promotion needed to meet these objectives. As regards to the promotion being too complex, the app is going to be the most complex to create and is unlike anything Aesop have done before. However Aesop is a brand that is very trusted and consumers will believe that if Aesop is creating an app it will be worth the download and will benefit them.

Timed Objective 1 will take 6 months to meet these objectives; in order to give enough time to track downloads of the app and consumer details. Objective 2 is an objective that can be measured in quite a short space of time by tracking the activation of the QR codes that are going to be released alongside the campaign. Objective 3 will be measured over the course of 1 year in order to track engagement with consumers over social media and also gauge the amount of awareness raised for the brand.

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Cinq ans

7.0 5 ITS

Get it: To educate the consumer on the benefits of herbal organic remedies (CAM) as an alternative to over the counter medication. This will be achieved by releasing QR codes alongside the campaign for consumers to scan on their Smart-phone, which will take them to information about the products and ingredients used. This will also be achieved using the app to discover different combination of remedies to suit all personal needs.

7.1 Get it

Do it: Consumers will be encouraged to connect with the app in order to customise their own product and purchase products from the Aesop Relief range in stores. There will also be press release events with consultants who work with Aesop relief to show the making process of the products so consumers can come along and see what exactly goes into their products so they can be 100% sure they are the best products.

7.2 Do It

Feel it: Connecting with customers on a personal and physical level in order to improve their health without the use of synthetic drugs in the form of over the counter medicine. Consumers really trust and appreciate the products that are sold at Aesop so they will expect the same standard when purchasing from Aesop Relief.

7.3 Feel it

Share it: Aesop rely heavily on word of mouth and social media advertising. A call to action and QR code will be created in order to get people sharing their experience on various social media platforms to share the benefits of the natural medicinal products as an alternative to synthetic medication.

7.4 Share It

See it: The brand identity of Aesop is very distinctive and will be recognised easily for consumers to see, consumers will also interact and see the design of the app and promotion. Aesop lack in promotion as they rely heavily on word of mouth, however with Aesop Relief being a new product, measures will be taken to ensure that it is seen and promoted properly in order to meet the objectives.

7.5 See It

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8.2 Market Level

8.1 Market Segmentation

Segment de marché

8.0 Market Segment

The beauty industry is worth £17 billion to the UK economy, and consumers are expected to spend an average of £342.90 on beauty and skincare this year - a record high. (Raconteur, 2015) The beauty industry is split into sectors, with Aesop Relief fitting into the luxury skincare sector. Mintel reports that the total value of mass and luxury women’s skincare in the UK last year was just over £1 billion. (Mintel, 2016) A comparison between the review period and the forecast period at constant 2015 prices shows that skin care is expected to expand by £137 million in absolute terms, with a value CAGR of 1%, which is a better performance than in the review period, when sales declined by £43 million from 2010 to 2015 (at constant 2015 prices).

Skin care is set to see accelerating growth over 2015-2020, fuelled by an increase in the GDP per capita, favourable demographics and premiumisation. (Euromoniter, 2016). With skincare set to see a growth in the market, Aesop have focused their developments on creating a new skincare range which includes the benefits of complementary and alternative medicine in the form of herbal remedies which sit in the CAM market. This means that while Aesop sits within the luxury skincare market, Aesop Relief sits within two markets skincare and the CAM market.

The UK CAM market has enjoyed strong sales growth over the past five years, with growth largely driven by the dominant treatments segment. The booming healthy living trend has seen consumers take a more holistic approach to their health, which in turn has seen consumers be more open to alternative treatments, reflected by the high level of interest consumers indicate in trying a variety of different treatments and remedies. (Mintel, 2015) The current CAM market is worth £3.6 billion with herbal remedies being one of the most commonly used areas of the CAM market, with 24% of all adults having used them in the past, and a further 30% interested in doing so in the future, pointing to opportunities for both analgesics and cold/flu remedy brands to explore using more natural ingredients in product launches (Mintel, 2016).

Aesop as a brand is a luxury skin care brand, adhering to the highest level of professional values. This is the same for Aesop Relief. This type of market level provides high expectations to the consumers, who will expect to pay the higher prices for a high quality product. Consumers who purchase Aesop products will put their trust in Aesop to create a product that will benefit them in the best way.

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Aesop

L’Occitaine Kiehls Fresh

Jurlique Tata Harper

Product Features Organic Ingredients

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Test on Animals

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Skincare

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Unisex

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Medicinal

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Promotional Material Website

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Window Display

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Outdoor

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App

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Events

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Press Pack/PR`

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Print

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Social Media Facebook Twitter Instagram Other

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8.3 Competitors

Aesop Relief is a new innovative range, and no other brands on the market are using alternative medicine in their products; therefore Aesop Relief has no direct competitors. However, its indirect competitors include Kiehls, L’Occitaine, Fresh, Jurlique and Tata Harper. Similar to Aesop, these are all luxury skincare brands all around a similar price range so it is easy to compare between these brands to see what types of products, campaigns and promotion they are doing at the moment. By looking at competitors it is necessary to compare details such as the price of the products they sell in different ranges, the features of those products and also their promotional methods such as; which social media channels the brands use to promote their products, whether they have a web page dedicated to the range, celebrity endorsements and other details such as print, broadcast and outside promotional activities

8.4 Target Market

The general consumer for Aesop’s brand extension Aesop Relief is between the ages of 25-45, who value organic and natural products within their lifestyle, including on their skin, believe in prevention, are active in health & wellness and are highly educated. Aesop focuses on organic products, and often plant and herb based formulations. This lends itself well to people who want to be chemical free, but yet want effective products, and are concerned about what they put in and on their bodies. The consumer does not believe in animal testing or the use of animal by products. Aesop’s price point is high, which makes it more of a lifestyle choice versus an entry level (just graduated from drug-store brand.) It is a brand that people in their mid to late 20s start investing in due to price point and the beginning of real skincare concerns. The brand is unisex, which is unique to some of the other beauty brands mentioned. The packaging and brand lends itself well to both men and women so the general target audience could be either.

The consumer classification is C2GD (City Sophisticates). These are generally younger, well educated, and mostly prosperous people living in our major towns and cities. Most are singles or couples, some yet to start a family, others with younger children. Often these are highly educated younger professionals moving up the career ladder (CACI, 2016).

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8.4.1 Primary Target Customer

The Aesop consumer can be profiled into three separate consumers. The first being the primary target customer. The primary target customer for Aesop would be of a consumer classification group C2GD Type 14 (Townhouse Cosmopolitans). These are people living in expensive terraced properties, or renting converted flats in older building. The proportion paying higher rates of tax is well over three times the average. A higher than average proportion will own Smart-phone’s and tablet computers to which they will download apps for travel, local information, reference, investments, multimedia, news and lifestyle content. (CACI, 2016) Customer profile - Jessica Grey is a 31 year old female living in an apartment in London. She uses the gym and takes more active outdoor holidays, including in the winter. Typical interests include the theatre, art, photography, food, music and film. She is currently dating but is not in a relationship. Jessica works at a private health and wellbeing centre as a yoga instructor; earning around £34,000 per annum. These people are frequent internet users who are comfortable online and tend to be happy to both manage and arrange their financial affairs online or by phone. Other likely online purchases include travel or cinema tickets, furniture or white goods, hair care or fragrances.

According to the ‘Strategic business insights’ group, this primary consumer would fit into the VALS lifestyle group ‘Innovators’. As a consumer group, Innovators exhibit all three primary motivations in varying degrees (Strategic Business Insights, 2017). Members of this group typically are always taking in information, are sceptical about advertising and are confident enough to experiment which means that they are an ideal primary customer for the new Aesop Relief range to experiment with the idea of CAM medicine within their products.

8.4.2 Secondary Target Customer

The second type of consumer for Aesop is a secondary target customer who is classified in the consumer groups as C1GA Type 3 (Large House Luxuries). These families are living in large detached houses that are usually expensive both in terms of the local area and nationally. A significant proportion will have paid off their mortgage. They have the money to spend freely and frequently on their credit cards. A high proportion will be earning six figure salaries. (CACI, 2016). Customer profile – Daniel James is a 41 year old man living with his wife and 3 children in a house on the outskirts of the city. He subscribes to a range of magazines and reads the Financial Times, and the broadsheet papers. Typical leisure interests include golf, culture, wine, and antiques. His occupation is an editorial photographer for a high end magazine, earning £105,000 per annum. He drives to work in an Audi which is fully paid off. Social media does not hold great influence with him. Similarly his online activity avoids entertainment and socialising.

Music, video, games, gambling, blogging and discussion forums are unlikely to be for him.

It is more likely that he will use their phones and iPads for focussed online activity. They will regularly check their investments, carry out financial activities, read newspapers, carry out research, and from time to time donate to charity online. His children will use the internet to assist with educational activities. According to Strategic Business insight, this consumer group belongs to the VALS group Achievers (Strategic Business Insights, 2017) As a consumer group, Achievers have high resources and an Achievement motivation. Members of this group typically are professional, are committed to family and job and are also fully scheduled meaning they will react well to promotion such as scheduled event and newsletters.

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8.5 Demand

Mintel’s Complementary and Alternative Medicine – UK, December 2015 report shows that a significant proportion of adults would consider using complementary and alternative medicine (CAM) to treat a variety of different health conditions. (Mintel, 2016) Meaning there is a strong desire, need and want for Aesop Relief to create a product that combines CAM with the benefits of a skincare routine.

8.4.3 Tertiary Target Customer

This is the third and final group of consumers for Aesop. The consumer classification for this group is C2GD Type 17 (Socialising Young Renters). These young singles and sharers are at the early stages of their careers, living active urban social lifestyles in cities and towns. Perhaps half will be buying flats while the remainder are renting flats, privately or sometimes from a social housing provider. A particularly high proportion of flats have been converted from houses, and there will be significantly higher than average level of rented property on the register of Houses in Multiple Occupation. They are more likely than average to use their phone to locate shops and restaurants, access content with a QR scanner, use GPS, download music, and watch videos. (CACI, 2016). Customer Profile – Ellie Jamieson is a 25 year old female. She has just graduated from a Masters Degree in Fashion Design, and has just gotten herself her dream graduate job earning £26,000 per annum which is fast increasing. She shares a flat with two flatmates living in an urban setting. She uses social networking sites to establish business contacts more than to follow celebrities and while some might become a fan of a brand she tends to use social media less than average. Instead, she will be out with her friends, having a meal, going to the cinema or a club, generally living a young social lifestyle. According to Strategic Business Insights, the tertiary consumer group would come under the VALS Experiencers group (Strategic Business Insights, 2017). As a consumer group, Experiencers have high resources and a Self-Expression motivation. Members of this group are typically first in first out of trend adoption, love physical activity and go against the current mainstream. Making them a realistic tertiary consumer for Aesop relief who is going to adopt the CAM medicine trend. They also have a heightened sense of visual stimulation so will therefore respond well to Aesop Relief’s visual campaigns such as its window displays.

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9.2 USP

9.1 Features

Produit

9.0 Product

The main collection for Aesop Relief is a set of 5 sachets - HEADACHE, STRESS, SINUS, ANXIETY and SLEEP with the option of personalising the product to fit each consumer through the use of an Aesop Relief app that will be released as part of the promotion. The app will create a list of ingredients based on the information inputted into the database to create a remedy to fit the needs of the consumer, making a bespoke product for them to collect in store. Sachet filled with medicinal oils which will have the skin care properties such as moisture, oil free and cleansing with the added benefit of CAM herbal remedy ingredients which provide medicinal properties, which are soaked up by a small cloth with the idea of curing minor ailments such as headaches, cold and flu and insomnia. The sachet comes with a small cloth inside, for the consumer to take out and use accordingly as a natural and organic alternative to over the counter pain medication. The product can be bought individually or as a set of 5 with the option of creating a bespoke sachet to suit the consumer’s personal wants and needs. The sachets are primarily a one use product, as once it is opened the product can’t be sealed. However, remnants of the product are left on the cloth for consumers to keep and use again.

The USP of the product is providing an alternative to over the counter medication in the form of skin care, and communicating the benefits of a herbal remedy that is tailored to an individual.

It allows the brand to connect with the consumer on a personal and physical level to create them a product to suit their individual needs. The product allows the consumer to create a personalised list of symptoms, and features which will create them a bespoke product to suit their personal needs.

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HEADACHE - With the headache the cloth will be draped over the face allowing for the oils to soak into the skin, focusing on the temples to relieve a headache STRESS - Oils can be massaged into face and neck using the cloth or hands to provide a calming experience for the consumer and settle their stress.

SINUS - Smelling the cloth with provide relief for cold and flu symptoms as well as clearing the sinus’s and relieve congestion ANXIETY - Oils should be massaged into skin to calm and soothe and relieve any anxiety symptoms for the consumer

9.3 Different styles/ranges/features

There 5 sachets in the Aesop Relief range, all with different ingredients which will be all natural and organic lab tested materials. These will be herbal remedies that are created to cure the consumer’s ailment and provide daily skincare properties such as cleansing and moisturising.

This eradicated the need for both skincare and medication if the consumer is feeling unwell or stressed. Each of the sachets will have different ingredients in, and the instructions will be as followed for each of the sachets;

SLEEP - Take the cloth and dab oils onto pulse and face to reduce insomniac symptoms and help the consumer get a better night’s sleep

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9.4 Bespoke Products

As part of the promotion for Aesop Relief, an app will be released. The app allows consumers to add in details such as gender to create gender specific products, their skin type to match the skincare oils, any allergies and how they are feeling or any symptoms they have in order to create a list of ingredients that are bespoke to them and suit their personal needs. These will be sent to manufacturers/producers to create the product for consumers to then collect from store. The list of ingredients can be kept on record so the consumer can easily purchase their bespoke product on a weekly/monthly basis or they can create a new product by changing their information.

10.2 Pricing Strategy

10.1 Price of Product

Prix

10.0 Price

For this product there will be a few set prices for example, the cost of one individual sachet, the price of the set of 5 and the cost for consumers who are creating their own bespoke product.

The price of the product will reflect the price set for other products in Aesop’s normal collection, its positioning within the market and its competitors and also the pricing strategy of the product.

Product

Price

Individual Sachet

£7

Set of 5 Sachet

£31

Bespoke Sachet collected from Store

£12

Aesop Relief’s product is priced accordingly with its positioning in the current market, and also against its competitors and against products that are already sold by Aesop. The collection is £5 cheaper when buying all 5 together as opposed to separately giving consumers an incentive to buy all five as a collection. As a new product from Aesop relief these products are slightly more expensive; however they have more sophisticated and desirable features than their usual products and therefore should be priced higher. This is a premium price to support a premium product with quality, and consumers who regularly purchase from Aesop will trust and understand that consumers have to pay a higher price for a good quality product. The price reflects the special features of the product and consumers will be willing to purchase products with a higher price range with full knowledge that they are going to work. As this product has been created through a gap in the market, no other brands do a similar product and there are no direct competitors however these prices have been cross checked with the prices of different ranges that are available with indirect competitors to check the price of the product is realistic..

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Endroit

11.0 Place

As Aesop Relief is a brand extension of Aesop, it will be sold within Aesop’s signature stores.

The range will also be available through e-commerce on a page of their website in a ‘Relief’ section which will be available alongside their usual skincare products. The products, at the time or release, will not be sold on counter stalls within department stores; however this could be a development in the future when the products have made a mark on the brand. One place the Relief range will be sold alone without Aesop products will be on the Relief app that will be developed and released alongside the range. One final place the products will be sold in within the Aesop Relief app that is going to be developed alongside the product release as part of its promotion to raise awareness of the product. The Aesop Relief collection will be sold on a global scale, as Aesop is widely popular throughout the UK, USA, Asia and Australia as these are the brands most important markets.

11.1 Where will it be available?

Aesop Relief as a brand extension of Aesop is currently not big enough for it to have its own stand alone store when the product is first released as it is just one range to start up with.

Having the range placed within existing Aesop stand alone stores means existing consumers of Aesop will be able to see the products when they go into their local store, meaning they are more likely to pick it up and purchase it rather than them going into a standalone Relief store.

This will then lead to the range and brand extension growing and then in the future extending into department stores. The Aesop Relief range will also be sold alongside Aesop products on the brands website, allowing consumers to get their products delivered to them for ease. The app will allow consumers to create their bespoke product and order it through the app, as well as a section that will allow purchasing the 5 existing readily made products.

11.2 Why is it available here?

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12.1.1 App

12.1 Communication

Promotion

12.0 Promotion

For Aesop, their main form of promotion is word of mouth, letting existing consumers promote their products for them so that they don’t too. However, because the Aesop Relief range is a completely new product it will need more than a word of mouth to promote it. In order to have a successful campaign it is going to have to keep in line with the minimal promotion and branding throughout to keep in with Aesop’s current guidelines.

An app will be created as part of the promotion for Aesop Relief, this will allow consumers to access the bespoke and customisable stage of the products, where they can input their own information about themselves and create a bespoke product to collect in store. The consumer will be able to input personal details and information such as gender (to create gender specific products), skin type, allergies, or any special features they desire into the app, which will then store this information for Aesop to analyse and also so the customer can easily purchase/change the bespoke product that is made for them. The app will meet the objective of communicating the bespoke products tailored to an individual’s needs. The app will be released alongside the product, which will then build up hype for the products and can allow for people to share the app through word of mouth and also across social media channels. Other products from the Aesop Relief range will be available through an e-commerce tab on the app. The app will be available on Smart-phone’s through the app store on both IOS and Android operating systems, and will be available and continuously updated/developed for as long as the Aesop Relief range continues.

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Sign up for Aesop Relief Create bespoke products tailored to personal needs, aswell as store and product information

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12.1.2 Window Display

A window display for an Aesop store (London) will promote the new range that is in store. Aesop are big on giving out samples, so part of this window display will include being able to pick up the product to try. The window display will also include a QR code for consumers to scan and access more information about products, ingredients and the app itself. Aesop have a distinct interest in literature, stating that “Aesop has profound respect for the written word and those who excel in the field – literature has always inspired and influenced” (Aesop, 2017) so as part of their ‘unbranding’ their window display will be based around art and literature. One of Aesop’s main quotes they use throughout their work and on their website is ‘Could we teach taste or genius by rules, they would be no longer taste and genius’ (Reynolds, 2016) by artist Joshua Reynolds. In this particular installation features famous paintings by Joshua Reynolds along with the quotes Aesop use from him. Consumer values matching the brand values mean that this type of visual will appeal to them and draw the Aesop Relief consumer into the store.

The window display will be implemented pre product release with the aid of QR codes allowing consumers to scan the code and access more information about the upcoming product before the release as part of a preview to get consumers interested. The window display will be implemented in 3 Aesop stores in London, and run for 9 weeks. It will begin 3 weeks before and continue 6 weeks after the release of the product.

Relief “Could we teach taste or genius by rules, they would no longer taste and genius”

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12.1.3 Wellbeing Event

To further promote the idea of bespoke products, Aesop will host a ‘wellbeing’ event with a host and practitioners in one of the London stores in order to gather interest about the product, and to also showcase Aesop’s idea of creating a vibe and experience for their consumers in store.

The event will take place within the store and will consist of massages, meditation, and an indepth look at the products and how to use them. Consultants from the Aesop Relief range will be on hand to give information about the products and show how to create a bespoke product using the app. Invitations will be sent out to VIP guests to confirm their attendance, and then the event will be open to the public who can sign up on a mailing list. The wellbeing event will take place in Aesop’s London store, and will last for one day. It will be placed 1 month after the release of the product to let people try out the product first and then to continue hype about the product.

12..1.4 Magazine Advert

A simple magazine ad with a QR code on will be the extent of media promotion in the hopes of gathering interest to the product and creating an interaction with customers where they can scan the QR code and find out more about the product. Samples will be incorporated within the ads to allow consumers to try the product out before purchasing. The ad will be featured in Well Being magazine, Wellbeing Magazine is a digital and published health and lifestyle magazine containing informative and inspiring articles about the foods we eat, how to look after our body and mind as well as creating a happy home and working environment. The magazine can be read online or downloaded onto a device. It will also be featured in GQ in order to bring in a male audience. The publication is a lifestyle magazine that focuses on fashion, style, and culture for men, though articles on food, movies, fitness, sex, music, travel, sports, technology, and books are also featured. As media advertising isn’t a priority of Aesop’s, this will be the least important and least effective ad – therefore it will only be published in 2/3 magazines on a single paged ad. The magazine adverts will be post product release to keep the hype up about the product, and will run for 3 months.

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12.1.5 The Fabulist

Consumers who subscribe to Aesop’s newsletter will receive promotional material through a mailing list and email. An article will be written in Aesop’s The Fabulist. The Fabulist is a literary gesture born of the enjoyment and intellectual nourishment Aesop derives daily through the written word. It features fiction and non-fiction by emerging and established writers across the globe whose work we admire, along with incisive interviews of extraordinary individuals. An article in this body of work will be written detailing the new Aesop Relief collection. This will be released alongside the product release, and will be a one off article.

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12.1.6 Press Pack/ Press Release

A press pack will be sent out to consumers pre release of the product to give a preview of the product, allow the consumer to try the product out, and to give details on when the product will be available in store. The press release will be written detailing the price of the product, where it’s sold and information about the ingredients, further communicating with the consumers about the benefits of CAM medicine and the organic elements of the product. Free gifts will be available within the press pack that will reflect the consumer’s lifestyle, such as vitamins, samples, Aesop products, creams and healthy snacks.

12.1.7 Social Media

A brief social media campaign will be carried out throughout the whole of the campaign – from beginning to end. The posts will be a preview of the products released by Aesop as a teaser released before the release of the product. The social media campaign will run throughout the release and post release of the product to build up hype about the product and also ensure that consumers are aware and understand what the product is.

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Pre Product Launch

Alongside Product Launch

Post Product Launch

Window Display

App

Magazine Ad

Press Pack/Press Release

The Fabulist

Wellbeing Event

Social Media Ongoing

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12.2 Stages of Release

All of the promotion released as part of the Aesop relief campaign is released at different points within the campaign to make it as successful as possible. Pre product launch both the window display and press pack will be released to give a teaser and preview of the product and create hype around the product letting consumer want to find out more about the products. The window display will be installed before the release of the product so existing consumers visiting Aesop will understand there is a new product coming. The press packs will be sent out to a select few consumers before the release of the product to give VIP consumers a tester of the product before it is released fully. Alongside the product launch, the app and the newsletter/blog in the Fabulist will be released. The app is to be used in conjunction with the product to allow people to create their own bespoke version of the product. The newsletter will have information about the product, where it’s sold and information about the organic ingredients and the app that can also be used. Finally, post product launch, both the magazine advertisement and the wellbeing event will take place after the product has been launched. This is to keep hype around the product even after the launch..

12.3 Campaign Plan

The campaign plan shows the entire planning of the campaign, showing all the steps taken from the beginning of the campaign, through to the launch of the product and then the final end of the campaign. This includes looking at research, planning and developments throughout the promotion within the campaign. This also includes the design elements of the campaign.

Alongside this shows the budget Aesop Relief have for the campaign and the cost of each step whether it be done by an in house team or an outside sourced organisation.

February

March

April

May

June

July

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Research Briefing Planning Ideas Development Finalising App Brief Designer Framing Prepare Content Produce Update Final Checks Software Run Release Updates Window Display Briefing Propose Ideas Brief Team Mock-up

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Research Pre Launch Developments Range Launch Month Promotion Release Post Launch Developments Continues on next page ---> August

September

October

November

December

January

Budget

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

In House In House In House In House In House

In House In House £50,000 £75,000 In House £22,290 In House £15,000

In House In House In House In House

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February

March

April

May

June

July

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Materials Setup Installation Launch Well Being Event Propose Ideas Set Date/Time Brief PR Team Employ Staff Design Invite Print Invite Dispatch Invite Rehearsal Event Launch Magazine Ad Publication Brief Designer Write Copy Publish The Fabulist Brief PR Team Write Copy Publish Press Pack/Release Brief Design/Productio Dispatched

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August

September

October

November

December

January

Budget

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 £9,000 In House In House In House

In House In House In House £8,500 In House £248 In House £7,000 £12,000

In House In House In House £35,000

In House In House In House

In House £1,140 £400

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12.4 Media Plan

This media plan demonstrates the key paid promotional material that are set to be released throughout the campaign. This is correlated in order of time, displayed in gant chart form with a colour coded key. It shows the media channels and each of the promotional methods that are within this channel such as press and outdoor to target different demographic groups.

April

May

June

July

August

September

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Digital App The Fabulist Press Event Wellbeing Paid Social Media Twitter Instagram Press Pack B2C GQ Women’s Health Health and Beauty Men’s Health Elle Print Men’s Health Women’s Health Health and Beauty GQ Elle Outdoor Promotion Window Display

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Promotion Submitted Promotion Launched Launch Month Continuous Promotion October

November

December

Budget

1 2 3 4 1 2 3 4 1 2 3 4 £247,538

£162,290 £460

£27,748

£4,000 £7,900

£190 £190 £190 £190 £190 £190

£7,000 £7,000 £7,000 £7,000 £,7000

£9,000

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Budget Total

13.0 People

The particular selling techniques that staff working for Aesop Relief will use is being able to offer the consumer a product suited to their needs. This will make the products more appealing if they are bespoke to the individual so this should be the main point of selling.

The staff should offer an approachable style of customer service, where the consumers feel as though they can go up to the staff with any queries they may have and walk out of store feeling as though they are satisfied with how their questions were handled in store.

13.4 Uniform

13.2 Selling Technique

The staff that will be employed in Aesop stores to manage the Aesop Relief collection will have specialist training to ensure that they have a full extensive knowledge of the products they are selling and are aware of the ingredients that are in them. They should be able to confidently talk about the products and ingredients and answer any questions asked by customers. The staff employed will also have specialist training so they can create the products to be sold in things such as events and workshops. They should have extensive knowledge of the different types of herbal remedies and use this information to help consumers create a bespoke product to suit their needs

13.3 Customer Service

13.1 Specialist Training

Gens

The staff at Aesop wear navy blue lab coats over their own smart-casual clothing. This lab coat has the Aesop logo on. The difference between the Aesop staff and Aesop Relief staff will be the difference in colour coats, as well as a change in logo on the lab coats. Aesop Relief staff will be treated as ‘Consultants’ with the medicinal products so their name badges will state this and also the logo will change to the Aesop Relief logo.

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Persuasion

14.0 Persuasion

Promotion

The IT

Target Market

App

Do it

Primary and Secondary

Window Display

See it

Primary and Tertiary

Event

Feel it

Primary

Magazine AD

See it

Tertiary

Free Samples

Share it

Primary

QR Codes

Get it

Secondary

The Fabulist

See it

Primary

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Persuasion Effect Allows users to engage with the app in order to create a bespoke product tailored to their needs to be collected in store Eye catching display communicating the release of the new product and encourages passer-byers to come in and try products Connecting with customers on a personal and physical level in order to improve their health through an event in store Making consumers aware of the new product through eye-catching visuals in health and beauty magazines Free samples will be available at several points throughout the campaign. Due to Aesop’s high level of word of mouth promotion this will encourage consumers to share their experience and recommend or pass on samples to other potential consumers QR code leading to visual information about ingredients and health benefits bettering the consumers knowledge of the use of herbal remedies as opposed to synthetic drugs Primary consumers who sign up for Aesop’s newsletter will receive first hand visuals on the lead up to the campaign

14.1 Communication

The promotion will communicate Aesop’s consumer trust, in that consumers believe whatever they are given by Aesop is going to be what’s best for them further promoting the use of organic substances and herbal remedies as an alternative to over the counter medication.

The promotion will communicate the idea of creating a bespoke product that is suited to the consumer’s individual needs and improving their health without the use of synthetic drugs in medicine. Aesop’s brand values are about creating simple, effective products that provide the best for the consumer in their skincare routine. This shows similarities to the consumer’s lifestyle values where they are willing to pay good money for something that they can trust will work for them

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15.1 SWOT Analysis

Conclusion

15.0 Conclusion

Strengths • Provides a healthy, organic alternative to over the counter medication • Communicates the benefits of bespoke products tailored to an individual’s needs • Medicinal properties with the added benefits of a daily skincare regime • Creates a greater amount of word of mouth promotion • A new app to provide information to consumers and allow them to order through e-commerce • Unisex – Tailored to both men and women • Has a mass and niche market appeal

Weaknesses • Unique, new and fresh product that consumers may be sceptical about • Stigma around the concept of ‘herbal remedies’ • Word of mouth advertising may not be enough • Strict brand guidelines • Consumers who regularly purchase from Aesop may not interact well with the app

Opportunities • Prospect of creating more products to further grow the ‘Relief’ range as a brand • Further development could include moving into department stores or pharmacies • Opportunities to develop and research into more lab based and medicinal products • Potential to increase consumer loyalty • Increase in social media presence

Threats • Other luxury and high end brands producing the same products as they are currently on trend • Consumers purchasing the products but ignoring the app • Potential for consumers to not respond well to promotion • Development in medication meaning they are becoming more natural • The Aesop Relief range could not create enough profit and not do as well as was predicted

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15.2 Summaries and Evaluation

The Aesop Relief campaign has highlighted the benefits of using CAM medicine as alternatives to synthetic materials in medication to relieve minor ailments in consumers. As anticipated earlier in the report, Aesop’s campaign has promoted the objectives of developing bespoke products tailored to an individual’s personal needs; this is proven throughout the campaign by looking at the measurables such as app registration, QR code activation, and an increase in word of mouth and brand awareness for the brand Aesop. The Aesop Relief campaign runs differently to the original Aesop campaign, as Aesop relies heavily on word of mouth promotion whereas Aesop Relief has some more forward advertisement such as social media and magazine advertisements. Further developments for the brand and the campaign could include some more above the line promotion, mainly outdoor advertisement such as adshells and guerrilla marketing. The main aim for future Aesop Relief campaign would be to increase the brands social media presence in order to promote the brand and its products with visuals and consumer engagements. Further developments for the Relief range include an extension of the product range, making further products with the use of CAM medicine, meaning there is opportunity to utilise Aesop’s research and development teams to research into more lab based and medicinal products that could be sold in the range, this would then mean regular updates would need to be taken place on the app to keep it up with date with new products. This would then call for Relief stores to be open across the UK, USA and Australia in line with Aesop’s main target areas.

Les rĂŠfĂŠrences

16.0 References

Aesop, 2017. Aesop Literary. [Online] Available at: http://www.aesop.com/sg/article/literary-event.html CACI, 2016. ACORN CACI Consumer Classification. [Online] Available at: http://acorn.caci.co.uk/downloads/Acorn-User-guide.pdf Duckett, J., 2015. Consumer Lifestyles Analyst, s.l.: Mintel.

Euromoniter, 2016. Market Segmentation UK Skincare. [Online] Available at: http://www.euromonitor.com/skin-care-in-the-united-kingdom/report Haldemann, A., 2015. The Beauty Of Aesop. [Online] Available at: http://www.huffingtonpost.com/dr-alexander-haldemann/the-beauty-of-aesop-asto_b_6598486.html Iyer, B., 2013. Aesop: Beauty with a cause. [Online] Available at: http://www.campaignasia.com/article/aesop-beauty-with-a-cause/353717 .

Mintel, 2015. CAM - UK Market. [Online] Available at: http://academic.mintel.com/display/756960/?highlight#hit1 Mintel, 2016. Beauty Retailing. [Online] Available at: http://store.mintel.com/beauty-retailing-uk-january-2016 Mintel, 2016. OTC Analgesics Cold and Flu Remedies - April 2016. [Online] Available at: http://academic.mintel.com/display/767520/?highlight#hit1 Raconteur, 2015. The Beauty Economy. [Online] Available at: https://www.raconteur.net/the-beauty-economy-2015 Reynolds, J., 2016. Taxonomy of Design. [Online] Available at: http://taxonomyofdesign.com/#!/store?store=4&section=quote Strategic Business Insights, 2017. VALS USTYPES. [Online] Available at: http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml Available at: http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml Available at: http://www.strategicbusinessinsights.com/vals/ustypes/achievers.shtml

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Annexes

17.0 Appendices

1

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Lauren Greenland Student no: G20625091 University of Central Lancashire BA(Hon) Fashion Brand Management Aesop Relief Market Report Word Count: 7899 Submission Date: 27th April 2017