THE WEEKEND ATHLETE
NEGOTIATED PROJECT STAGE 2 L’ORE AL BRANDSTORM 2014 L AUREN WILSON
Q / HOW WOU LD YO U G R O W KI EHLS MENS BU S INESS? A / THE WE EKE ND AT H L ET E
CONTENTS S TA R TING LI NE
INT R O D UC T I O N T HE Q U ES T I O N AN D T HE A N S W E R FIND ING S F R O M S TAGE ONE
T H E P R O DUC T S T H E I DE N T I T Y UN I QUE S E L L I N G POINT BOT T L E DE S I GN P AC K AGI N G PRICING T H E H E R O P R O DUC T S T H E S UR V I AL K I T T H E C O N S UM E R
C O MMU NIC AT IO N S T RAT E GY S KINAT HA L O N BU DGE T V IS U A L ME RC HA NDIS ING S T RAT E GY T HE FU T U RE C O NC L U S IO N
I N T R OD U C T I ON K EY FIND I N GS TAK E N F R O M L ’O R E AL BR AN DS T O R M 20 14 S TA GE 1 K E Y F O C US - S P O R T S AN D F I T N E S S
O N Y O U R M A R K S . G E T SET. G O !
PHYSIQUE CLEAR SKIN
2.
1.
3.
MENS BIGGEST GROOMING CONCERN
Figure 1. Lauren Wilson, Concerns, 2014
HAIR LOSS
FA CT S AN D F I GUR E S
“ 1 I N 5 M E N A RE INT E RE S T E D IN S KIN HE A L ING I N GR E DI E N T S P O S T S PO RT U S E ” (MINT E L 20 13 )
“O VER H AL F O F M EN E XE R C I S E A ND A T H I R D P L AY SPO R T S AT L E AS T O NCE A W E E K , G ENER AT I N G A L A R G E C O N S UM E R B ASE FO R S P O R T S T O IL ET R I E S” ( M INT E L 2 0 1 3)
1 1 % O F M E N AR E I N T E RE S T E D IN PRO DU C T S W IT H FIRMING I N GR E DI E N T S T O MA XIMIS E T HE E FFE C T S O F PHY S IC A L AC T I V I T Y (MINTEL, 2013)
5 8 % O F M E N ARE AT T RA C T E D T O S PO RT S INS PIRE D GR O O M I N G P R O DUC T S O V E R OT HE R T HE ME D GRO O MING P R O DUC T S ( M I N T E L, 20 13 )
Figure 2. Facts and Figure, Lauren Wilson, 2014
11%
KEY PLAYERS WITHIN THE MARKET
THE BODY SHOP
AESOP
WHAT ARE THEY MISSING? Brands which had also created sports inspired product ranges were analysed in order for us to differentiate our product range and make sure it o ff e r e d s o m e t h i n g n e w t o t h e c o n s u m e r. I t was identified that all though all these brands had presented men with exciting sport and exercise ranges which all benefit different sporting needs and desires they have not successfully converted this loyal sport and exercise grooming consumer into l o y a l s k i n c a r e c o n s u m e r. This became our objective and unique selling point.
Figure 3. Key Players, Lauren Wilson, 2014
MOLTON BROWN
T H E E QU AT I ON +
NUTRITION & DIET
+
SKINCARE
Men want to take care of their physique, fitness, hearts and nutrition and overall have a healthy wellbeing. However men unlike women have not realised that to successful reach a high level of health and wellbeing they need to look after their largest bodily organ - THE SKIN
=
Figure 4. The Equation, Lauren Wilson, 2014
PHYSICAL EXERCISE
HEALTH & WELL BEING
WHY SPORTS AND FITNESS? + ITS A GROWING MARKET + ESTABLISHED INTEREST + ASPIRATIONAL AND CULTURALLY RELEVANT + NATURAL LINK WITH COMMUNITY ACTIVITY + ESTABLISHED CONVERSATION AMONGST MALES
AIM To d e v e l o p a n e w i n n o v a t i v e p r o d u c t o r p r o d u c t r a n g e to grow the Kiehls Men’s Business and attract more male consumers, with an integrated marketing and c o m m u n i c a t i o n s t r a t e g y. ( S e e a p p e n d i x f o r f u l l L’ O r e a l B r a n d s t o r m 2 0 1 4 B r i e f )
OBJECTIVES To e s t a b l i s h a s u c c e s s f u l c o m m u n i c a t i o n s t r a t e g y f o r a new unique Kiehls inspired product range which will grow and develop the current Kiehls Offering and be designed specifically for male consumers. Aim to create a conversation with the Kiehls male consumer about the importance of supporting and caring for their largest bodily organ, the skin. Introducing and educating them on the skincare routine and how with the right balance of exercise, nutrition and a skincare routine a healthy and overall well being can be achieved. To u t i l i s e m e n ’ s g r o o m i n g i n t e r e s t i n s p o r t t o l a u n c h a new product range and build a male community w h i c h w o u l d a p p e a l t o t h e K i e h l s c o n s u m e r. (See appendix for full research objectives and aims)
THE WEEKEND ATHLETE SURVING LIFE WHETHER YOU’RE RUNNING,SWMMING, WALKING, CYCLING OR JUST LIVING
THE WEEKEND ATHLETE SPORTS
Figure 5. Sports, Lauren Wilson, 2014
LINKS TO THE KIEHLS STORY
K L AU S HE ID EG G ER / OLYMPIC SWIM M ER S
K I E H L ’S BADW AT E R U L T R AM AR AT H O N
K I E H L ’S E AR TH DAY C Y C L I N G R E L AY
KIEHL’S MT. EVEREST EXPEDITION
Figure 6. The Identity, Lauren Wilson, 2014
TH E IDE NT I T Y
TH E CO NS UM E R W HO ARE TH E WEEK END AT H L ET E S ?
Figure 7. The Consumer, Lauren Wison, 2014
THOSE WHO DO SPORT
THOSE WHO TALK ABOUT SPORT
THOSE WHO ASPIRE TO SPORT
B OT T L E & P R OD U C T T E S T I N G
Figure 8. Bottle and Product Testing, Lauren Wilson, 2014
In order to create products that appealed to the consumer it was important to take our bottle and product concepts and ideas to the desired weekend athlete men and ask their honest opinions on our idea.
Attending the local sports clubs around the Nottingham area, where consumers participated in their sport in their leisurely time, was where we did this. The findings were invaulabe and confirmed our product ideas and our packaging and bottle design concepts.
T H E PA C K A G I N G KI EHL S H AVE A CO M M I T M E N T T O P R E S E R V E T H E E N V I R O M E N T A ND KIE HL S AS A BRA ND S T RIV E TO FU R T HER T HEIR EF F O R T S I N T H E DE S I GN AN D M AK I N G O F T HE IR PRO DU C T S /PA C KA GING A ND ST O R ES. K IEH L S ENCO UR AGE T H E I R P AT R O N S T O GI V E BAC K T O T HE L O C A L C O MMU NIT Y L IKE T HE Y D O SO T HAT E V E R Y O N E C AN H E L P C O N S E R V E T H E E A RT HS NAT U RA L S O U RC E S . Inspiration was taken from Kiehls environmentally friendly ethos, we decided that our new product range packaging will incorporate this ethos and will be made to be as eco-friendly as possible.
1 0 0 % P O ST C O NSU M E R R E C YC L ED (PCR) PACKAGI NG 100 % R EC YC L ED B O AR D F O R SE CONDARY PACKAGING. NO N-P V C L AM INATE D L ABELS E V A KIE HL ’S P O UCHES
Figure 9. The Packaging, Lauren Wilson, 2014
O U R P R O D U C T S WILL BE -
T H E PR I C I N G
All four products will be priced at the same price of £22.50. The reason for the products all being priced at the same price is that we believe all the products are hero products, the swimmer should not have to pay more then the runner and vice versa. In order to create the price for our hero products, the present Kiehls men’s grooming range was analysed and a median was found.
Figure 10. Price, Lauren Wilson, 2014
ÂŁ22.50
Figure 11. The Products, Lauren Wilson, 2014
THE 4 H E R O P R OD UC TS
BEAT THE BURN
Massaged into marathon muscles, this relaxant gel will relieve the strain induced by a challenging run. Black Pepper will ease the ache, uplifting Eucalyptus will re-energize fatigued limbs and Borage Oil will diffuse the tension in sore tissues, whilst simultaneously providing an intense hit of hydration. Copper Peptides act as a shock-absorber, alleviating the skin-stretching side effects of high intensity cardio. With the calming aromatic scent of Chamomile, this gel will de-stress the mind as well as the skin, leaving you prepared for your next marathon adventure. RRP: ÂŁ22.50
Figure 12. beat the Burns, Lauren Wilson, 2014
POST-RUN MUSCLE RELAXANT GEL
KEY INGREDIENTS EUCALYPTUS BORAGE OIL BL ACK PEPPER CHAMOMILE
REPEL THE RAYS Our efficient, multi-purpose sun protection spray is every cyclist’s best friend. The lightweight formula provides long-lasting, heavy-duty UVA and UVB broad-spectrum protection, whilst fighting against the extra sebum production induced by high intensity exercise. Water-resistant Ethylhexyl absorbs harmful UVB rays, even when you’re working up a sweat. The aerosol format makes for easy re-application throughout your cycle - the fine spray requires no rubbing in so your sun protection won’t slow you down. Enriched with high levels of aloe vera, it doubles up as a post-cycle skin-soother when your spin stops and the sun comes down. RRP: £22.50
KEY INGREDIENTS ETHYLHEXYL ALOE VERA
Figure 13. Repel the Rays, Lauren Wilson , 2014
WATERP R O O F S U N P R OT E C T IO N S P R AY
MARCH THE MILES
K E Y I N G REDIENTS Z I N C OXIDE C A L E NDUL A M E THOL
Sore feet can be enough to make a molehill feel like a mountain, but this foot balm will help you reach your walking goals. With Zinc-Oxide, a hard-working astringent, it will prevent perspiration, removing excess moisture, keeping feet dry and comfortable, preventing the painful chafing that comes with heavy boots and thick socks. Calendula, a natural anti-septic will banish odour-inducing bacteria and with invigorating menthol, it will cool and refresh feet, to ensure your stride doesn’t suffer. RRP: £22.50
Figure 14. March the Miles, Lauren Wilson, 2014
ANTI-BLISTE R F O OT B A L M
SURVIVE THE DIVE
Figure 15. Survive the Dive, Lauren Wilson, 2014
A N T I C H L O R I N E B O D Y W AS H
You can take the man out of the pool… and now you can take the pool out of the man. This nourishing body wash rinses away the harmful chemicals that cling to the skin’s surface, alleviating the skin’s imbalance. Sodium Thiosulfate neutralizes chl orine and reduces its harmful drying effect on the skin, whilst botanical Allantoin acts as a soothing antiirritant that protects from excessive chemical exposure. Hydrating Coconut Oil will replace the moisture the pool takes out, leaving your skin feeling smooth, supple and strong. RRP: £22.50
KEY INGREDIENTS COCONUT OIL SODIUM THIOSULFATE ALL ANTOIN
THE SU RV IAL K IT S IN T R OD U C ING MEN T O T H E W I DER SKIN C ARE O FFER ING
T H E S U R V I A L K IT ADD YOUR HERO PICK 3 OTHER PRODUCTS FROM THE KIEHLS OFFERING
MARCH THE BEAT THE MILES BURN
REPEL THE RAYS
MARCH THE MILES
SURVIVE THE DIVE
Figure 16. Survial Kits, The Resolvers, 2014
YOUR SPORT?
YOUR PERSONAL SURVIAL KIT
TH E CO M MU NI C AT I ON S T R AT EG Y PR
THE W EE KE ND ATH L ET E CO M M U NIT Y
GL OB
MAN CLUBS
(FUTURE LABORATORY 2013) REIGNITING FRIENDSHIPS THROUGH SHARED INTERESTS
Figure 17. Communication Strategy, Lauren Wilson, 2014
NTS
AL
CHARITY KIEHLS MISSION
EVE
T HE S KI N AT H A LON SPORTING QUADATHLON IN THE 4 KEY WEEKEND ATHLETE SPORTS - RUNNING/CYCLING/ WALKING AND SWIMMING IN KEY LOCATIONS ACROSS THE GLOBE- USA,UK,HONG KONG, CHINA,CANADA,BRAZIL CHOSEN FOR THEIR GROWTH AND PROFITABILITY WITHIN THE KIEHLS GROUP LAUNCH IN THE KIEHLS HOME TOWN OF NEW YORK, PEAR TREE CORNER
THE EVENT WILL IMPROVE BRAND AWARENESS & CUSTOMER LOYALTY AND ALLOW MEN TO BE EDUCATED ON SKIN CARE IN A INTERACTIVE AND PLAYFUL MANNER
Figure 18. Skinathalon, Lauren Wilson, 2014
RAISING MONEY FOR THE CHARITIES UNDER THE KIEHLS 3 PILLARS-CHILDREN/ ENVIRONMENT/HIV
TH E W E E K E N D ATH L E TE
JOIN THE
RACE
, RUNNING WHO ARE FOR MEN IMMING, WALKING SW CYCLING, ST LIVING OR JU
Figure 19. Skinathalon Inspiration, Lauren Wilson, 2014
TH E S KI NATHA LON I N S P I R AT IO N
ETE END ATHL
THE WEEK
T HE S K I N AT H A LON PAC KS ONCE THE WEEKEND ATHLETES HAVE REGISTERED ONLINE OR IN STORE THEY WILL BE SENT A SKINATHALON WELCOME PACK. THE PACK WILL INCLUDE: -A WELCOME LETTER -A ITINERARY -RACE MAP -SPONSORSHIP FORM -LEAFLET ON PRODUCT RANGE THE PACK WILL ALSO EXPLAIN THE DAYS PROCEEDINGS, INCLUDING WHERE THE KIEHLS POP UP TENTS WILL BE. KCRS WILL BE AVAILABLE THROUGHOUT THE DAY AT THE TENTS TO OFFER ADVICE AND GIVE OUT FREE SAMPLES AND AID IN CREATING A CONVERSATION ABOUT THE SKIN CARE ROUTINE AND INCREASE BRAND AWARENESS, LOYALTY AND SALES. THE FIGHTING TALK BOOTH WILL ALSO BE OUTLINED, AT THE END OF THE RACE A VIDEO BOOTH WILL BE PLACED INVITING WEEKEND ATHLETES TO CREATE A MESSAGE TO OTHER COUNTRIES ABOUT THE EVENTS THAT DAY. THESE VIDEOS WILL BE USED AS PROMOTIONAL MATERIAL AND WILL HELP CREATE BUZZ AND INTERACTION.
B UDGET PER SKINATHLON BASED ON 500 PARTICIPANTS
INCOME TO KIEHL’S:
Figure 20. BUdget, The Resolvers, 2014
ENTRY FEE
£25
=
£12,500
INCOME TO CHARITY: SPONSORSHIP
£100
=
£50,000
BREAKDOWN VENUE
£7000
POOL
£1000
INSURANCE BRANDING/SIGNAGE FIRST AID TSHIRTS & PRIZES TIMING SYSTEM VOLUNTEER COSTS EVENT ORGANISER FEE PHOTO/VIDEO
£1000 £2000 £500 £5000 £500 £2000 £5000 £2000
ADMIN
£2000
TOTAL £28,000
THE WE EK END AT H L ET E
SK I NAT HL O N PR OD UCT S ED UC AT IO N SI G N U P
Pear Tre e Corn er | NYC 2 4.08.2014 10.00am Skinath lon Challen ge
An interactive website will be created allowing the male consumers to experience the weekend athlete community and events online. The website will be an online global score board where consumers will be able to see other countries scores and points. Updates on the next skinathalon event will be posted within the website, as well as links to the product range, education on the skincare routine, and a way for male consumers to keep up with the latest weekend athlete updates. The weekend athlete website will create an online community hub and encourage interaction and particpation from all.
Figure 21. he Website, Lauren Wilson, 2014
WE BS I TE
Figure 22. Social Media, The Resolvers, 2014
S OC I A L M E D I A
Social media will support the brand awareness and interaction with the online website and offline event. Twitter will primarily be used to post event arrangements, scoring and create general buzz. YouTube will be used to display short, snappy and fun weekend athlete promo videos.
L O O K I N G T HRO U GH T HE GO O GL E S O F A S W IMME R R UN NING IN T HE T RA INE RS O F A RU NNE R HIKING IN T HE PAT H O F A W A L KE R S P I N N I N G T HRO U GH T HE W IND W IT H A C Y C L IS T + short/snappy promo videos t o en gage t h e male au dien ce please fin d a ex ample movie attach ed on t h e disc
Figure 23. The Promo Videos, Lauren Wilson, 2014
T HE P R OM O V I D E OS
Figure 24. Visual Merchandising, Lauren Wilson, 2014
Figure 25. Leaflets, Lauren Wilson, 2014
VI S U A L M E R C H A N D I SING
In store visual merchandising will be in keeping with the Kiehls brand personality and v i s u a l d i s p l a y. T h e W e e k e n d Athlete Range will have a clear and concise area within the store, where the top shelf will display the four key hero products and the below shelves will inhabit each individual product. The Weekend Athlete logo, colours, type and symbols will be used throughout the merchandising. Leaflets and small posters will be displayed around the shelving unit and store to explain the products and survival kit.
1.
2.
3.
STAGE ONE: THE WEEKEND ATHLETE
STAGE TWO: K I E H L ’ S SKINATHLON
STAGE THREE: E V E R Y D A Y ATHLETES
GET THEIR ATTENTION
BUILD A COMMUNITY
APPEAL TO THE MASSES
Figure 26. The Strategy, Lauren Wilson, 2014
T H E S T R AT E G Y
THE FUTURE E V ER YDAY ATHL E TES
SWIMMER
CYCLIST
RUNNER
WALKER
HYDRATING RANGE FOR DRY SKIN
BALANCING RANGE FOR OILY SKIN
STRENGTHENING RANGE FOR SENSITIVE SKIN
REJUVENATING
Figure 27. The Future, Lauren Wiilson, 2014
AP PE A L T O T HE M ASSE S
RANGE FOR MATURE SKIN
F I N I S H I N G LI NE THE WE E KE ND ATHL ETE
The Weekend Athlete has progressed from the initial brief set in Stage 1 by L’Oreal Brandstore, which was to create a product or product range to develop the current Kiehls skincare offering to the male consumer. To develop a marketing strategy introducing the new Kiehls product range and increasing brand awareness and loyalty.
Future expansion will lead to introducing the Everyday Athlete range, which will appeal to masses, and incorporate the Weekend Athlete Ethos. The Weekend Athlete realises the importance of listening to its male consumers and constantly innovating, to ensure products appeal to them, interact with them and meet their daily needs and desires. The Weekend Athlete range under the brand Kiehls has positioned itself as a trusted skincare range, which with time has the ambition to reach and target not only the men of today but future male generations on the importance of looking after their skin. Throughout the expansion of The Weekend Athlete range, the competitive nature and male community of not only reigniting friendships but also creating a hub of skin tips and techniques will continue to be its basis, and this attribute will be featured throughout all campaigns and promotion. This will result in maintaining a long lasting, personal relationship with the weekend athlete consumer.
.
Fiigure 28. the Finsihing Line, Lauren Wilson, 2014
The Weekend Athlete has been tailored specifically to the Kiehls Male Consumer, incorporating the Kiehls approach of credibility and approachability, with an innovative conversation through sport and physical activity utilising men’s interest and competitive nature to engage and educate them about their largest bodily organ the skin, and the importance of having a skincare routine.