Boots NPD Live Project

SOPHIE CANTOR, EMMA BRIDGES, TILLY HOWARD AND SEVEN ZHANG WORD COUNT:

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.

Signed ……………………………...................

Date…………

Contents Introduction Methodology Brand Context Brand Architecture Brand Positioning Target Consumer SWOT Analysis Current Market and Consumer Insights The Big Picture Micro Trends and Cosmetics Brand Innovation Strategy Shortlisting NPD Ideas Recommended NPD Marketing Mix Finance Ansoff Matrix Timeline Conclusion Bibliography References Illustrations Appendix

1 2 3 4 6 8 10 12 14 16 18 20 22 26 27 28 29 30 31 32 34

Introduction A task was set to create a product innovation strategy for the beauty cosmetics brand Sleek.

This report will investigate the current market, Sleek’s positioning, as well as key trends and real consumer insights taken through primary research to create a new product development idea that will fit in with the brands image. It is important however that this idea is innovative in the cosmetics industry to set Sleek apart from its competitors.

From proposing this, it will generate positive awareness for sleek, increase sales and draw more consumers to the brand.

1.

Methodology In order to understand more about the current market, a survey was conducted of which 55 responses were gathered. The survey consisted of 11 questions aiming to find out what consumers thought of the Sleek brand currently. Questions were pertinent to what current beauty trends people were interested in; how they apply their makeup, and finally, to see what they want to achieve with the use of makeup. This gave way to a solid foundation upon which oriented the key ideas.

A focus group was conducted and 3 interviewees were taken place to find out what consumers believed to be the strongest product from Sleek’s range, and why. Once there was a basis for our idea, another focus group was undertaken with 6 participants to see if consumers wanted or needed the new product idea in their daily make up routine.

Alongside primary research, secondary research was also carried out. This was undertaken using various websites such a Mintel, sleek website its self and research into other high end brands. Beauty trends and relevant products as well as online forums such as the brand audit were also looked at. This allowed a more conclusive insight into the beauty market as a whole and pertinent to Sleek specifically.

2..

Brand Architecture With Sleek’s growing brand reputation and recognition over the past 20 years in the beauty industry, Sleek’s brand is becoming well known and vast. Catering for all skin types and colours; Sleek is rapidly becoming one of the go-to makeup brands for consumers aged between 18-25.

Sleek has a vast amount of products under their name, however they are best known for being the first company to release the contour kit which is now available as 3 different contour palettes within their range. Other products they produce include foundation, blushers and highlighters. Eye shadows, brow kits and mascara are also available as well as various forms of lip products. It is clear that Sleek is already in line with new and upcoming beauty trends such as the matte lip, highlighting and cut crease.

All Sleeks products are cruelty free and some are even vegan free.

3.

Brand positioning

FIG1.

This brand positioning map illustrates how saturated the cosmetics market is. The majority of the brands surrounding Sleek on the map are those sold in Boots, which shows how much competition Sleek has in the store alone due to their similar target markets and pricing. Sleek’s brand architecture, as previously shown, is also not very unique and does not strongly differ from its competitor’s, supporting the idea that they need a new and innovative product to set themselves apart.

4.

15

Target Consumer

FIG2.

6

-Jess -British, from a young family with a sister -Age- 22 -Shop from a variety of brands like mac and kiko.

-Very confident -Hate making makeup mistakes but sometimes do.

-Makeup junkie, wants to be the first to know -Always on social media -Wants to follow trend setters -Makeup addict and wear full-face makeup everyday

7

Swot analysis • Sleek has superior performance with affordable prices.

• has gained loads of loyal customers with over 20 years brand history.

• considered as a highly innovative beauty trend leader in the high street.

• Has a strong combination with the most popular concession such as stores Boots and Superdrug.

• Their eye shadows collection is very popular.

• Sleek has strong emphasis on social media presence.

•

Sleek have no physical store.

• Sleek’s product quality is relatively poor compared to some other beauty brands like mac.

• Sleek has no skincare products.

• Sleek has low awareness in some areas like Asia.

8

•

Sleek could develop the skincare product range.

• Sleek could try to target a wider demography like more mature women.

• Sleek could open stand-alone stores and collaborate with more online and offline concessions.

• Sleek could plan to expand the global market especially Asia and US. • Sleek could collaborate with celebrities to improve the brand awareness.

• Sleek faces fierce competition with strong brands that targeting the same audiences.

• There are more new brands launching in Boots and Superdrug which provides more alternatives to the customers.

• More mature female tend to purchase more highend brand which makes it hard to target this group.

This SWOT analysis highlights the brand’s core competency, which is Sleek, as a high-street beauty trends leader, has gained loads of loyal customers with over 20 years brand history and has strong online presence. However, it has no stand-alone store and its global awareness is relatively poor. Although the current beauty market is highly competitive with many similar brands that targeting the same customers, there are still opportunities for Sleek to develop a new product range like skincare or other innovative products to help the brand to stand out of the crowd.

9

Consumer insights and Current market In order to understand the current external environment of Sleek, this report conducted in-depth research about the beauty market. The beauty and personal care market is estimated to have increased by 7% to reach £9.8 billion in 2016. (Mintel, 2016) However, Mintel forecasts that the beauty market will grow by 1.4% in 2017.Growth in the market has slowed as there are an increasing numbers of promotional activities the market remains very price sensitive. Discount customer numbers grew significantly and they are very price conscious. Mintel report also confirmed that 59% of customers are spending more money on standard brands than premium brands, which is beneficial to Sleek as it is an affordable brand and doing promotion occasionally.

Besides, in terms of the beauty market share in the UK, none of the individual beauty brand makes it into the top 25 retailers whilst the top 25 are mostly concession retailers, department stores or even supermarkets. Boots has remained the top with a 16.3% market share in 2016 while the second largest share of the market is non-specialist Tesco. However, as specialist retailers are driving innovation and investing more in their beauty range, it has resulted that they are gaining more market share whilst the leading supermarkets will occur reduction. Meanwhile, digital businesses such as Feelunique.com and Allbeauty. com have seen significant growth in latest years. The current shift of the market architecture encourages Sleek to keep focusing on collaborating with specialist retailers like Boots and Superdrug. Furthermore, online retailers are excellent businesses partners in the future which is worthy to invest in.

Moreover, Mintel has found that young women prioritise make-up product over skincare while 73% of female aged 16 to 24 said they prioritise make-up. This demography is similar to Sleek’s target audience as well as the new product purposed in this report. The reason to boost make-up sales among young women is that they are encouraged to follow the latest beauty trends and try new looks or techniques such as contouring or matte lips.

Therefore, it became vital for brands to invest in new technology or new products in order to keep attracting young customers. By launching the new product “the magic precision”, it will help the brand to create a new beauty trend for young women to try and experience.

10

11

The big picture PEST

Political- Following Brexit in June 2016, it is uncertain how the beauty and cosmetics market will be affected. Kevin Price, director at Frattempo, made the point that cosmetics businesses selling in pounds could enjoy the benefit of relatively cheaper goods in the overseas market. “For smaller brands using distributors this can provide a boost of price advantage, as along as the price reflects onto purchasing rate of sale on shelf…

However, if the regulatory environment changes (e.g. import tariffs are imposed) then those advantages could easily melt away. For now, no one knows.” (The Red Tree, 2016) Economic – Despite the recession, retail sales in the UK beauty market grew 15.5 per cent from £6.1 billion in 2008 to an estimated £7.1 billion in 2013. Since the UK economy entered recovery the market continues to perform well thanks to the constant flow of innovation, trends and new fashions. In 2016 the cosmetics industry grew by 7% to be worth an estimated £9.8 billion.

Social – “The beauty blogger phenomenon has been one of the most beneficial factors for the colour cosmetics market, inspiring women to experiment with new looks and trends and invest in a wider range of products. As a result sales in the market continue to grow, increasing an expected 7% from 2015-16” Technological- YSL has partnered with Google to enable make-up artists to show customers how to apply their make-up via digital technology, while L’Oréal Paris have launched an app called ‘Make-up Genius’ which allow customers to see how make-up will look on their face before purchasing. It is also now becoming more common for consumers to purchase cosmetics through online retailers such as Feelunique and Beauty Bay which supply a vast range of brands in one place, often with promotional discounts, making it quicker and more convenient for consumers compared to shopping in-store.

12

Health and Wellbeing – Consumers are gaining a stronger awareness about what goes into their beauty products and with the help Convenience – With lifestyles becoming busier, consumers are becoming more interested in products that are convenient or shorten their beauty routines. Examples of this could include products that offer 2in1, such as moisturisers or a lip/cheek tint, or consumers may take a more extreme approach to the trend with the increasingly popular use of semi permanent makeup.

Personalisation – This trend is currently shaping the beauty industry by allowing consumers to purchase cosmetics that are targeted specifically towards themselves. For example, creating makeup palettes with their preferred shades and companies that allow you to invent your own lipstick colour. YSL have tapped into this trend by offering their customers a free service online that engraves or customises lipstick tubes or perfume bottle whilst Boot’s No.7 also offer a service in-store where a scanner is used to assess the customer skin tone and suggest the most appropriate foundation.

13

Micro trends and cosmetics

Dimensional Lips; a trend that has been seen walking down the runway sported by the likes of DKNY and Fendi. Slowly the trend of matte lips starting to fade out, leaving room for a new style. Makeup consumers now have scope to play around with their make up by applying glitter, ombre effects or using contouring to make their lips appear bigger; giving them the ‘Kylie Jenner’ look.

“Lip liner has also enjoyed a resurgence, particularly amongst young women looking to create fuller lips. Whilst bold brows have become popular in recent years.”

(Academic.mintel.com, 2017) This shows that young women are looking to express themselves through their makeup, especially their lips.

14

Vinyl-Like Liner, a trend that will likely never go out of fashion. According to Elle Online “Liquid Liner is still in�, however for 2017 they want you to experiment with different liners; try going for a shiny liner that gives an extra edge or one with a gleaming finish. It is now becoming easier and easier to become an expert at applying liner with the excessive volume of tutorials online and launches of new products such as the Beauty Blender Liner, allowing you to apply the prefect flick every time.

15

Brand innovation stratergy

Based on analysis of the trends previously stated, an investigation was conducted through an online survey and it was found that those who fell under the 18-25 female demographic were most in favour of ‘convenience’ when it came to cosmetics, most particularly ‘quick application’. Looking into this further through interviews uncovered that this was an important factor for them as the most time conscious part of their days were the mornings and therefore being able to apply their makeup quickly was a necessity. This can also be supported by research conducted by Mintel which further aided the decision to target ‘convenience’ as a trend for Sleek’s new product development.

‘MORNINGS ARE THEN MOST POPULAR TIME OF DAY TO CONDUCT BEAUTY AND GROOMING TASKS AS ADULTS PREPARE TO FACE THE DAY. HOWEVER, AS LIFESTYLES GET BUSIER AND BUSIER, DEMAND FOR CONVENIENT SOLUTIONS INCREASES. THE VAST MAJORITY OF PEOPLE SPEND LESS THAN 15 MINUTES GROOMING THE FACE, HAIR OR BODY ON AN AVERAGE DAY, WITH THE MOST SIGNIFICANT PROPORTION INDICATING LESS THAN FIVE MINUTES PER AREA.’ (MINTEL, 2017)

16

17

Shortlisting npd ideas When creating a product, its important to shortlist ideas. Below are explanations of ideas that were thought of initially and eventually broadened into a final outcome.

IDEA 1. FOUNDATION DICE When primarily thinking of the first idea, it stemmed from an object and instantly an idea came to mind.

The object was a dice. The idea was to create a foundation bottle in the shape of a cube. Where the dots are originally, each face of the foundation cube will be an opener to a different type of foundation. The first one would be liquid, second would be powder, third would be moose, fourth would be cream, fifth would be tinted moisturizer, and finally, pressed powder.

When thinking of the realistic problem of this, it wouldn’t work for sleek. Sleek have a price range of products ranging from £1.99-£10.99 and the amount of foundation produced in one item would not fit into the price range Sleek have. According to research, Sleek is known as a cheap brand and people wouldn’t go to sleek to buy a product that is over there price limit as the quality wouldn’t be as good as a high end brand, such as MAC. IDEA 2.. MEDICATED MAKE UP In the make up industry there are many different types of medicated make up that can be bought across the world. The medicated make up idea that was proposed was something different. All different types of people are on different medication for their skin such as, acne, rashes, lumps and many more. People are prescribed by there doctors with special ointment. For example, if a foundation was created, acne prescriptive medication would be mixed in with a certain foundation to create medicated make up. Therefore, this wouldn’t be just medicated make up but prescribed medicated make up for people on specific medication.

Additionally, this wouldn’t work for sleek. No prescriptive medication can be sold unless its behind tills.

Therefore, Sleek wouldn’t be able to have their own range out on show. Alongside this, there would be too many complications with it.

IDEA 3. DOUBLE WANDED MASCARA According to research, there are a majority of individuals who find it time consuming and to remove their mascara from their eyes with make up remover. The best way to fix this and make it more convenient for consumers would be to create a double wanded mascara. One end would be the mascara and the other would be a dissolving remover for the mascara. Simply, the dissolving mascara would be applied onto your eyes lashes when the product is ready to be removed and within 5-10 seconds the product will dissolve off your eye lashes.

However, this would be a risk for sleek. Secondary research suggest that this has already been proposed in the market from a high end brand. Currently, the brand ‘Too Faced’ sell ‘mascara melt off ’. If sleek proposed this product into their category, it would be at high risk as this would be unique for sleek and consumers would be skeptical about buying the product as according to consumers, its more trustworthy buying a unique product from a high end brand.

18

19

Reccomended npd Magic precision, the new unique product for sleek. The Magic Precision Wand allows you to achieve the makeup look that you want in the little time that you have, leaving you stress free and feeling your best.

Magic Precision can be used for any part of the face, but most importantly for your lips. This is a quick and easy application for everyone! Any make up product that comes into contact with Magic Precision after it has been applied will not dissolve away or appear differently on the face. This product is designed to be used on top of your base make up.

When applying the gel to your lips: Step 1: Apply the product by outlining the outside of your lips with the doe foot stick to make sure its precise.

Step 2: Apply your lipstick/ lip liner to your lips.

Step 3: Rub your lips together to create a smooth look.

WHERE DID THIS IDEA COME FROM? The idea of Magic Precision came from an already exisitng product, which did not fall under the cosmetics catogray. The idea was generated from the brand Crayola ‘magic colouring pens’.

20

BENEFITS Magic Precision has many benefits.

Firstly, its colour free so it wont allow you make up to look heavy.

Secondly, it is fragrance-free as any fragrance can be at risk because it depends on a person’s personal taste. Magic precision is quick drying, only requires about 10 seconds so it is pretty time saving. Furthermore, it is long lasting which is able to stay on for 6 to 10 hours.

Finally, Magic Precision helps to apply makeup into place and prevent your makeup from feathering, sliding or blurring, which reduces the risk of re doing your makeup. It is really helpful for customers who want their makeup to look perfect.

From emotional perspective, it can also reduce the stress and help you to be more confident when applying makeup. You don’t have to worry too much about a wonky eyeliner or other mistakes you would probably make.

RISKS Magic precision can be at risk when launching the product into sleeks range. According the research, it is common for girls to feel self conscious with what is and isn’t on their face. Therefore, even though magic precision is clear and not seen, it can still make individuals feel conscious as something else is on their face.

Magic precision is something unique for Sleek therefore individuals could feel spectacle about purchasing the product.

“DARE YOU TO MAKE A MISTAKE” 21

Sleek Magic Precision is colour free liquid gel that is easy to apply. Every before the area you apply will not be affect and everything after will not appear, which helps you to prevent makeup mistakes.

Beauty specialist retailers - Boots, Superdrug Beauty specialists websites - Feelunique.com, Allbeauty.com, etc. he Magic Precision will be sold in Boots which has the highest beauty market share in the UK with 16.3% in 2016 (Mintel, 2017) as well as another important retailer Superdrug. Also, promoting the product in beauty specialists retailers websites will also increase the brand exposure and increase online sales whilst Feelunique.com and Allbeauty.com are developing fast during latest yeats.

22

The magic precision was priced £5.99 basing on Sleek other pricing strategies, research about the relevant market and purchasing behaviour of the target customers. In terms of Sleek pricing strategy, its lip products are pricing from £1.99 a lip liner to £8.99 a lipstick palette while eyeliners and mascara are approximately £4 to £7.99, which helps to target the young demography that have relatively lower disposal income. Secondly, similar products like makeup remover or lip barrier pen in the current market is one of the pricing guidelines for the magic precision. It has been found that there is gap where high innovative but low price product can sit in, so magic precision will become the first to enter this market area. Furthermore, primary research has shown that most customers aged 18 to 25 are tend to buy a totally new product in affordable prices.

Sleek Magic Precision £5.99

Where Social media sites – Instagram, YouTube, Snapchat, Facebook, Twitter, Sina Weibo, etc.

Magazines – the boots monthly magazine, etc.

What Makeup tutorials Poster As the magic precision is a new innovative product, introducing it to the public is a key element to help it enter the beauty market. The use of social media is vital while research showed young women are the most active group on social media (Mintel,2016) and the impact of social media on beauty trends is huge. Also, promoting the product in beauty specialists retailers’ stores and websites will also increase the brand exposure. Moreover, a tutorial introducing the magic precision and teach how to use the magic precision will also be posed online whilst as mentioned before, the target audience tend to learn makeup tips from makeup tutorials online. Besides, a poster has been designed to advertise the new product This poster has a messy scrawl background which means makeup mistakes customers are making. However, the product itself is clear and simple which links to the word “Mistake Proof ”.

See FIG

23

FIG3.

24

Website launch

25

Finance Penetration

Product

Target Audience Adult (women Population 18-25) % of population

Trial

Repeat Purchase

Distribution Awareness

% that wear makeup (50%)

Target audience (‘000’s)

Number purchases per Annum per person

Potential Total market Volume

3

3x= 518,085

Potential trialists 50% = 1,726,948

Sleek Product

64 679 700

5.34% = 3,453,896

1,726,948 10%= 172,695

Product

Sleek Product

Year 1 Year 1 volume Volume '000's 000's

Year 1 Volume (000's)

36,266

RSP per pack

£5.99

70%= 362,660

10% awareness= 36,266

Annual Value (000's)

£217,233.34

FIG4.

The estimated volume for the new product magic precision in the first year is 36,266 which was calculated step by step as the following tables show. While the retail selling price for this product is £5.99, the total annual value will be £217,233.34. This new product will be strongly profitable to the brand and as the product awareness becomes higher, the total annual value is anticipated to show increasing tendency in the following years.

26

Ansoff Matrix

FIG5.

27

Timeline

FIG5

The timeline above has been created to show how long production and distribution of our product will take. Particular focus has been put on the testing stage, reviewing the product and also the advertising stage. These are particularly important on account of the fact that it’s a unique product and all of the guidelines have to be met to insure no harm comes to the consumer. The review allows individuals to get vital feedback about our product to see if there are any likes, dislikes or improvements. After this the product must be advertised widely to create brand awareness.

Additionally, these are the key components to creating Magic Precision. The whole process will take 8 months because the product is such a unique feat of innovation; its important to ensure it’s on the market before our competitors.

28

Conclusion Ultimately Sleek’s ‘Magic Precision’ is a new product development that the company should strongly consider. The product has a ‘wow factor’ due to being highly innovative and ahead of the current market, it has not been done before and Sleek would massively benefit from being the first to introduce it. The product strongly fits with the brand’s image as it is about precision and perfecting, two main attributes of the ‘Sleek Girl’ target consumer. Lastly, ’Magic Precision’ will financially benefit the brand as the recommended price for the product is realistic and fitting with the other products in Sleek’s architecture and will generate a healthy annual value.

29

BIBLIOGRAPHY REPORTS Academic.mintel.com. (2017). Face Colour Cosmetics - UK - July 2015 - Market Research Report. [online] Available at: http://academic.mintel.com/display/716147/# [Accessed 15TH March 2017] Mintel, December 2016. Pretige Beauty. UK. [online] Available at: http://academic.mintel.com/display/748912/ [Accessed 13 March 2017] Mintel, January2017. Beauty Retailing. UK. [online] Available at: http://store.mintel.com/beauty-retailing-uk-january-2017 [Accessed 13 March 2017] Mintel Colour Cosmetics UK July 2016 Buying Colour Makeup. Mintel, 2016. Print.

Mintel Colour Cosmetics UK July 2016 Market Size And Forecast. Mintel, 2016. Print.

Mintel Colour Cosmetics UK July 2016 Overview. Mintel, 2016. Print. 15 Mar. 2017].

ARTICLES Becker, K., Schott, J. and Tyler, M. (2017). 10 Makeup Trends You’ll Be Obsessed With in 2017. [online] ELLE. Available at: http://www.elle.com/beauty/g29264/makeup-trends-2017/ 1 [Accessed 15 Mar. 2017].

Boumphrey, S. and Westbrook, G. (2012). 10 global Macro trends for the next Five years. [online] Available at: http://blog.euromonitor.com/2012/11/10-global-macro-trends-for-the-next-five-years.html [Accessed 20 Oct. 2016].

BuzzFeed. (2017). 18 Useful Tips For People Who Suck At Eyeliner. [online] Available at: https://www.buzzfeed.com/nataliebrown/because-cat-eyes-are-hard?utm_term=.mylvlQkd5#.bl6wZa9v4 [Accessed 15 Mar. 2017].

Confidentials. (2016). Are These The Top Beauty Trends For 2017?. [online] Available at: http://confidentials. com/manchester/are-these-the-top-beauty-trends-for-2017 [Accessed 13 Mar. 2017].

Cosmopolitan. (2017). Magical, Stunning Unicorn Eye Liner Is Now a Thing. [online] Available at: http:// www.cosmopolitan.com/style-beauty/beauty/a8474130/magical-stunning-unicorn-eye-liner-is-now-a-thing/ [Accessed 15 Mar. 2017].

Palmer, K. (2017). Sleek Makeup Animal Testing Policy and Vegan List. [online] The Vegan Taff. Available at: http://www.thevegantaff.com/2014/04/sleek-makeup-vegan-and-vegetarian-list.html [Accessed 13 Mar. 2017].

WEBSITES Sleek Makeup. (2017). About Us. [online] Available at: http://www.sleekmakeup.com/uk/about-sleek-makeup [Accessed 13 Mar. 2017].

Sleek Makeup. (2017). Our World. [online] Available at: http://www.sleekmakeup.com/uk/our-world [Accessed 13 Mar. 2017].

Faced, T. (2017). Mascara Melt Off Waterproof Mascara Remover - Too Faced. [online] Too Faced. Available at: https://www.toofaced.com/p/mascaras/mascara-melt-off/ [Accessed 15 Mar. 2017].

Godwin, Christopher and Christopher Godwin. “Can You Change Skin Tone With Food?”. LIVESTRONG. COM. N.p., 2017. Web. 15 Mar. 2017.

“Personalized Beauty - Watch For These Wellness And Beauty Trends In 2017”. The Hollywood Reporter.

N.p., 2017. Web. 15 Mar. 2017.

“UK Beauty Industry Review - Raconteur.Net”. Raconteur. N.p., 2017. Web. 15 Mar. 2017.

Curtis, Sophie. “How Technology Is Transforming The Cosmetics Industry”. Telegraph.co.uk. N.p., 2017.

Web. 15 Mar. 2017.

30

REFERENCES Academic.mintel.com. (2017). Face Colour Cosmetics - UK - July 2015 - Market Research Report. [online] Available at: http://academic.mintel.com/display/716147/# [Accessed 15 Mar. 2017].

Becker, K., Schott, J. and Tyler, M. (2017). 10 Makeup Trends You’ll Be Obsessed With in 2017. [online] ELLE. Available at: http://www.elle.com/beauty/g29264/makeup-trends-2017/ 1 [Accessed 15 Mar. 2017].

Mintel,. Men’s And Women’s Beauty And Grooming Routines - UK - February 2017 - Executive Summary.

Mintel, 2017. Print.

“The Red Tree — Strategic Business Consultancy For Beauty Brands”. The Red Tree. N.p., 2016. Web. 15 Mar. 2017.

Mintel, January2017. Beauty Retailing. UK. [online] Available at: http://store.mintel.com/beauty-retailing-uk-january-2017 [Accessed 13 March 2017] Mintel, December 2016. Pretige Beauty. UK. [online] Available at: http://academic.mintel.com/display/748912/ [Accessed 13 March 2017]

31

Illustrations Page following from front cover -”Sleek Makeup”. Sleekmakeup.com. N.p., 2017. Web. 15 Mar. 2017.

Page1. - “Sleek Makeup”. Sleekmakeup.com. N.p., 2017. Web. 15 Mar. 2017.

Page 3 - Peta.org. (2017). [online] Available at: http://www.peta.org/wp-content/uploads/2015/02/OldBWB-Logo.png [Accessed 14 Mar. 2017].

Brand Map- FIG1 PAGE 4. (https://medianique.nl), MEDIANIQUE. “L’oréal Logo”. GoodLogo. N.p., 2017. Web. 15 Mar. 2017.

Active, Vanilla. “Vanilla Active Blog | Introducing… Barry M Cosmetics”. Vanillaactiveblog.co.uk. N.p., 2017. Web. 15 Mar. 2017.

Balm, Lip. “Lip Balm | Lips | MUA | MUA Make Up Academy”. Muastore.co.uk. N.p., 2017. Web. 15 Mar. 2017.

“Bourjois Logo, Logotype. All Logos, Emblems, Brands Pictures Gallery.”. Logos-download.com. N.p., 2017. Web. 15 Mar. 2017.

“Clarins Logo.Svg”. En.wikipedia.org. N.p., 2017. Web. 15 Mar. 2017.

“Clinique Logo On Logonoid.Com”. Logonoid.com. N.p., 2017. Web. 15 Mar. 2017.

“Drogeria Bonis Farma”. Drogeria Bonis Farma. N.p., 2017. Web. 15 Mar. 2017.

“File:Maybelline Logo Png.Png - Wikimedia Commons”. Commons.wikimedia.org. N.p., 2017. Web. 15 Mar. 2017.

“KIKO MILANO | Intu Derby”. Intu.co.uk. N.p., 2017. Web. 15 Mar. 2017.

“Lancôme | Make Up, Fragrance, Beauty Tips & Skin Care”. Lancome.co.uk. N.p., 2017. Web. 15 Mar. 2017.

“Mac Makeup Logo - Mugeek Vidalondon”. Mugeek Vidalondon. N.p., 2017. Web. 15 Mar. 2017.

“Makeup | Palettes, Make Up Products | Makeup-Revolution”. Makeuprevolutionusa.com. N.p., 2017. Web. 15 Mar. 2017.

“Makeup & Skincare Logos”. Pinterest. N.p., 2017. Web. 15 Mar. 2017.

“Morphe Brushes Logo, Logotype. All Logos, Emblems, Brands Pictures Gallery.”. Logos-download.com.

N.p., 2017. Web. 15 Mar. 2017.

“Natural Collection Makeup Boots - Mugeek Vidalondon”. Mugeek Vidalondon. N.p., 2017. Web. 15 Mar. 2017.

Newswire, MultiVu. “BAREMINERALS® REVEALS NEW CONCEPT SHOP IN SOHO, NEW YORK”.

Multivu. N.p., 2017. Web. 15 Mar. 2017.

“Nyx-Logo”. Makeup By Anii. N.p., 2017. Web. 15 Mar. 2017.

“Polyvore Sleek Logo”. Polyvore.com. N.p., 2017. Web. 15 Mar. 2017.

“Rimmel London — Worldvectorlogo”. Worldvectorlogo.com. N.p., 2017. Web. 15 Mar. 2017.

“Soap & Glory: Customer Service Number - 0843 2080 717”. The Fuss. N.p., 2017. Web. 15 Mar. 2017.

“Urban Decay Cosmetics-Logo-9C7F0181D3-Seeklogo.Gif ”. En.wikipedia.org. N.p., 2017. Web. 15 Mar. 2017. target consumer page FIG2.. Page 6 Ms. Makeup addict, [online]. Available at http://msmakeupaddict.tumblr.com/ [Accessed 7 March 2017] Diary of a makeup addict, [online]. Available at http://www.diaryofamakeupaddict.com/my-favorite-makeup-products/ [Accessed 7 March 2017] Makeup products, [online]. Available at http://favim.com/image/631005/ [Accessed 7 March 2017] Makeup display, [online]. Available at http://favim.com/image/2191695/ [Accessed 7 March 2017] Youtube bloger, [online]. Available at https://www.youtube.com/watch?v=G0eRfUQlRlE [Accessed 7 March 2017] Pony tutorial, [online]. Available at http://www.mtv.com.au/style/news/this-korean-beauty-vlogger-transformed-herself-into-taylor-swift-using-just-makeup [Accessed 10 March 2017] 32

Rimmel logo, [online]. Available at http://lofrev.net/rimmel-logo-pictures/rimmel-logo/ [Accessed 10 March 2017] Mac logo, [online]. Available at http://mugeek.vidalondon.net/mac-makeup-logo/ [Accessed 10 March 2017] Nyx logo, [online]. Available at http://chcentralmich.com/?z=NYX+Cosmetics+Logo [Accessed 10 March 2017] Kiko logo, [online]. Available at https://www.linkedin.com/company-beta/1061004/?pathWildcard=1061004 [Accessed 10 March 2017] Missguided logo, [online]. Available at http://dry.uk.com/work/missguided-logo [Accessed 10 March 2017] Miss selfridge logo, https://en.wikipedia.org/wiki/File:MissSelfridge.svg [Accessed 10 March 2017] Ins logo, [online]. Available at https://play.google.com/store/apps/details?id=com.instagram.android&hl=zh_CN [Accessed 10 March 2017] Snapchat logo, [online]. Available at https://play.google.com/store/apps/details?id=com.snapchat. android&hl=zh [Accessed 10 March 2017] Nail art, [online]. Available at http://www.essie.com/essie-looks.aspx [Accessed 10 March 2017] Page 6 - Cdn.shopify.com. (2017). [online] Available at: https://cdn.shopify.com/s/files/1/0985/3000/ products/shabby-chic-matte-me-lipstick-sleek-4.jpg?v=1484717117 [Accessed 15 Mar. 2017].

Page11. “Blogspot Sleek Lipsticks”. 1.bp.blogspot.com. N.p., 2017. Web. 15 Mar. 2017.

Page 12 - Blogspot Sleek Lipsticks”. 4.bp.blogspot.com. N.p., 2017. Web. 15 Mar. 2017.

Page 13 - “Blogspot Sleek Eyeshadows”. 1.bp.blogspot.com. N.p., 2017. Web. 15 Mar. 2017.

Page 15 - Becker, K., Schott, J. and Tyler, M. (2017). 10 Makeup Trends You’ll Be Obsessed With in 2017. [online] ELLE. Available at: http://www.elle.com/beauty/g29264/makeup-trends-2017/ 1 [Accessed 15 Mar. 2017] Page 16 - Frendsbeauty.com. (2017). NYX Vinyl Liquid Liner | Frends Beauty Supply. [online] Available at: http://www.frendsbeauty.com/nyx-vinyl-liquid-liner.html [Accessed 15 Mar. 2017].

Page 17- “Sleek Makeup”. Sleekmakeup.com. N.p., 2017. Web. 15 Mar. 2017.

Page 18- Brand Nation- Sleek Campaign”. Brandnation.co.uk. N.p., 2017. Web. 15 Mar. 2017.

Page 20- “Social Media Cache - Sleek Eyeshadows”. S-media-cache-ak0.pinimg.com. N.p., 2017.

Web. 15 Mar. 2017.

Page 21- I.ytimg.com. (2017). [online] Available at: https://i.ytimg.com/vi/RwEoPTLQNok/maxresdefault.jpg [Accessed 15 Mar. 2017].

Page 25- Poster(2017) created manually (accessed 25th February) Page 26- website launch (2017) created manually (accessed 23rd February) Fig3. Marketing mix (2017) – created manually (accessed 12th March) FIG5. PAGE 28- Ansoff Matrix “Sleek Makeup | Makeup Products, Make Up Sets & Accessories”. Sleek Makeup. N.p., 2017. Web. 15 Mar. 2017.

“Music Festival Makeup”. Pinterest. N.p., 2017. Web. 15 Mar. 2017.

Make up smudge at the top of every page - Media.confetti.ie. (2017. [online] Available at: https://media.confetti.ie/uploads/2016/09/06165741/lipstick-2.0.jpg [Accessed 14 Mar. 2017].

Lips in background - Spoonfulofflair.com. (2017). [online] Available at: http://spoonfulofflair.com/ wp-content/uploads/2015/02/Red_lips_isolated_in_white.jpg [Accessed 14 Mar. 2017].

33

Appendix

34

35

36

Focus group 1.

Would you say that your biggest hate when applying make up is making mistakes and having to start again?

2.

Would you buy a product from sleek if its out of the brands price range?

3.

What do you do when you make a mistake whilst applying make up?

4.

Would you be interested in buying a magic gel that prevents make up smudge and touches up your mistakes made?

5.

Do you find yourself time conscious in the mornings with not enough time to do your make up how you want too?

Talya Yes Depending what the product is, yes Remove it and re apply Yes Yes always Jessie Yes No Remove it Yes I’m not that bothered about wearing too much make up so I don’t mind to much.

Rebecca Yes Depending on product Remove and re do Yes All the time Hannah Yes Yes Remove a bit but then just go over my mistakes.

Yes Yes Lucy Bedford Yes Depends if it was worth the money, like if it had better packaging or if the formula was better etc Use a cotton pad with makeup remover to wipe the mistake e.g winged eyeliner Yes probably Yes I do

37

Individual interview Talia age 20 1.

Would you find it more convenient to have a product that is two in one?

Yes, most definitely 2.

Do you find it annoying when your mascara goes onto your eye lids?

Yes, it always happens especially when I sneeze or accidently nudge myself.

3.

Do you find it time consuming to remove mascara?

I find mascara quite difficult to remove sometimes, I have to go over my eyes at least twice with remover before its completely removed.

4.

Do you ever find that your mascara doesn’t remove properly?

Depending on the product I use to remove it with.

5.

Would you buy a unique product from a brand that isn’t that high in the market?

I wouldn’t personally purchase a unique product from somewhere that isn’t from a high end brand as purchasing the unique product from a high end brand you would know it would be more reliable and have higher reviews.

Lucy aged 21 1.

Would you find it more convenient to have a product that is two in one?

No, that sounds a bit to messy 2.

Do you find it annoying when your mascara goes onto your eye lids?

Yes, because I have long eyelashes it always happens to me but I never notice until I look in a mirror.

3.

Do you find it time consuming to remove mascara?

Not really, its part of my daily routine now 4.

Do you ever find that your mascara doesn’t remove properly?

No, not really, I have a good remover 5.

Would you buy a unique product from a brand that isn’t that high in the market?

If it was rated highly enough then yes I would.

Mela aged 19 1.

Would you find it more convenient to have a product that is two in one?

Yes, it would save me time in the morning when I’m rushing out for work.

2.

Do you find it annoying when your mascara goes on your eyelids?

Yes very, because I have small eyelids and long lashes it’s a come occurrence for me having to wipe away excess that are on my eyelids.

38

3.

Do you find it time consuming to remove mascara?

Its definitely my longest process when removing makeup 4.

Do you ever find that your mascara doesn’t remove properly?

No, I always make sure that I remove it completely 5.

Would you buy a unique product from a brand that isn’t that high in the market?

If it was convenient for me and saved me time then yes I would.

39