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create for a

beautiful world

N0251260 - FASH30071Negotiated Project Stage Two: Implementation

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Many Thanks

During the production of this report there were

contributions from a number of assosciates who

helped towards research methods, implementation

and campaign ideas.

Acknowledgements:

Team Revitalise:

Anna Brookes & Anna Peachy

Project Tutor: Timothy Rundle

L’Oreal Brandstorm: Katie Smith

Creative Agency: Hornall and Anderston

Consumer Profiles:

Sophie Rogers, Holly Longmore & Charlotte Hackey

Model: Olivia Kinglsey

Product Designer: Joe Cowan

Research Participants:

Everyone who contributed to research including

focus groups, street surveys, questionnaires,

Facebook consumer groups

Acknowledgements

3LILY COLE, BRAND ADVOCATE

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contents

Introduction Page 6

Aims & Objectives Page 7

Methodology Page 9

Introduction to Tri-Plicity Page 11

Life Adapting Skincare Page 14

Today’s Market Page 16

Today’s Competitors Page 19

Today’s Opportunities Page 25

Tomorrow’s Trends Page 30

Lifestyle Skincare Competitors Page 35

Today’s Problems Page 38

Today’s Weather Page 40

Today’s Changing Mood Page 43

Today Has The Answer

The Product Page 45

Nature & Science Page 46

Tomorrow’s Approach Page 49

Today’s Colour Page 50

Today’s Packaging Page 52

Tomorrow’s Design Page 57

Section OneToday’s Consumer Page 4

Today’s Uplifting Enthusiast Page 7

Today’s Enhanced Visionary Page 13

Today’s Refined Optimist Page 19

Today’s Key Consumer Page 24

Tomorrow’s Advertising Page 27

Yesterday’s Social Media Page 28

Today’s for Sharing Page 32

Today’s Real Woman Page 38

Tomorrow’s Beauty Page 42

Today’s Beauty

Today’s a Gift Page 46

Today’s Responsible Choice Page 48

Section Two

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Section ThreeTomorrow’s Campaign Page 2

Tomorrow’s Approach Page 4

Today’s Conversation Page 6

Tomorrow’s Aims Page 8

Timeline Page 10

Tomorrow Starts Today Page 13

Today’s Model Page 14

Tomorrow’s Education Page 15

Pre-Launch ‘How is your day?’ Page 18

Launch ‘Today is The Day’ Page 31

Post-Launch Page 44

Today Becomes Tomorrow

Further Recommendations Page 49

Conclusion Page 51

List of References Page 57

List of Illustrations Page 58

Bibliography Page 62

Appendix Page 69

contents

6Introduction

This report is the ‘Stage Two: Implementation Document’ of a

final-year project studying the subject of Fashion Communica-

tion and Promotion. The content of the report will be based on

the recommendations made from a supporting document ‘Stage

One: Research File’, an depth research report of The Body Shop

and the current global beauty market.

Over the past 34 years, The Body Shop

has pioneered an approach to ethical

and moral business, leading to global

success. However, in the past ten years

the rise in corporate brands adopting

a social responsibility has weakened

The Body Shop’s USP and increased the

competition within the ‘Natural and

Organic beauty’ market. Nevertheless,

the beauty market is still growing on a

global scale (L’Oreal Brandstorm 2011:

Online). Now, The Body Shop is facing

more competition than ever before

and in order to recapture its consumer

(Mintel Natural and Organic 2011: On-

line), its motherbrand L’Oreal has recog-

nised that action needs to be taken.

7Aims & Objectives

The report will also outline a communication and

marketing strategy, which aims to effectively recon-

nect and engage a beauty consumer.

The report will conclude with a set of

recommendations for the strategy and communica-

tion of The Body Shop’s new product and campaign

that has been presented in the L’Oreal Brandstorm

2012 Competition.

The aim of this report is to show how an iconic and

innovative product for The Body Shop was devel-

oped and an effective marketing and communica-

tion strategy created.

This report will present a product that

could be launched into The Body Shop, which was

developed following our research into the

current beauty market, new trends and consumer

demands.

8

Stage One Stage Two- Data Research and Anaylsis

- Broader Research Methods

- Critical View on current Brand &

Market

- Maintain Critical Distance

- Finding Problems in the market

- Identifying gaps in the market

- Identifying Macro Trends

- Anaylsis of Consumer Behaviour

- Revealing areas of interest

- Combination of research methods

-Specific to a focused area

- Analysis of specific consumer ob-

servations

- Critical view and perspective on

own ideas and judgements

- Validation of all research methods

- Solving problems in the market

- Addressing gaps in the market

- Use of educated and validated

judgement on creative outcomes

Figure One: Differences from Stage One to Stage Two, by Lucy Barrett

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MethodologyIt is important to note that this report is a

follow-on document from the ‘Stage One’

report. This Stage Two Report will display a

more focused level of research, using a range

of both visual and academic. The research

methods have been targeted towards specif-

ic outcomes, which will form an implementa-

tion strategy for a product launch and com-

munication campaign.

Within this report, primary, secondary

and collaborative research has been used to

create a strong validation for all implementa-

tion stages. Each outcome presented in this

report has been developed using research

into global and local trends related to a spe-

cific consumer and communication process.

Furthermore, each process has also under-

gone a number of validation methods to en-

sure the reliability of the outcome.

The work produced within the report is a

combination of individual processes and

the teamwork of ‘Team Revitalise’, consist-

ing of Lucy Barrett, Anna Brookes and Anna

Peachey. As a result of the collaboration, the

project benefited from three different critical

and creative perspectives; each team mem-

ber worked conjunctively throughout the

project to meet a number of deadlines.

All primary research made during this

process has adhered to the standards of

Nottingham Trent University ’s ethical pro-

cedures. It is also important to note that

the primary research undertaken may have

been affected by bias opinions such as the

geographical location of participants. How-

ever, all primary research has been validated

though other sources of secondary research.

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11

today’s solution:Introduction to Tri-Plicity

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13

By identifying a gap in the market, Team Revilatise has highlighted a key observation in

consumer skincare. With luxury brands developing tailored skincare routines on a global

scale, it is important that the innovation for customised skincare is communicated to a mass

consumer. By adopting the trend for multi-function and easy use, Tri-Plicity will educate the

consumer on how to adapt their routines and tailor them to their skin cycle.

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Life Adapting Skincarecustomising today’s routine:

Figure Two: Product Poster, by Anna Brrokes

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Tri-Plicity is an adaptable moisturiser

that targets three major problems every

woman may face during their skin cycle.

It works by having a daily moisturiser in

the centre of the package, surrounded by

three booster serums. The product is

designed to dispense the correct

proportion of moisturiser to serum, spe-

cifically designed for easy use. The user

can choose which serum to use depend-

ing on their skin’s need for that

particular day. The three serums target

weather damage, hormone balance and

stress.

Figure Three: Serums, by Anna Brookes

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today’s changing:Current Market Changes

17

Overall, the beauty market is one of the few

industries that has not been affected by wor-

ries of the recession. Despite having been put

under a great deal of pressure since 2008, the

market has continued to grow (Mintel Beauty

Retailing 2011: Online), especially among UK

consumers, who still make regular purchases

that affect appearance (L’Oreal Brandstorm

2011: Online).

Sectors that are expected to do in-

creasingly well over the next five years in-

clude the ‘Natural and Organic Beauty Mar-

ket’. As The Body Shop still maintains high

market share among this sector globally

(Mintel Beauty retailing 2011: Online), this

can be taken as positive thing for product

development. However, the success of this

sector has increased the threat of new entries

in the market, so The Body Shop will need to

increase the strength of its promotion to

ensure continued high market share.

From Research Report Stage One it was con-

cluded that the skincare sector of the beauty

market has the most potential for growth, with

figures showing a global rise. It is one of the

only sectors where growth is steady, showing

premium and mass skincare sales growing re-

spectively (L’Oreal Brandstorm 2011: Online).

In particular, with growth among facial mois-

turisers accounting for 53% of the skincare

market (L’Oreal Brandstorm 2011: Online), it

would appear that, among female consum-

ers, moisturiser is the most commonly used

product and consumers are happy to change

and try new products (L’Oreal Brandstorm

2011: Online).

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Stand-alone stores and brands have their

work cut out to compete with hybrid selec-

tion and online sales, as recent reports show a

rise in ‘convenience’ beauty shopping (Mintel

Beauty Retailing 2011: Online). Nevertheless,

consumers have a better brand experience

when visiting stand-alone stores.

Three of The Body Shop’s key

competitors are Aveda, Lush and Neal’s Yard

(See Stage One:P34). All have a high market

share within the Natural and Organic Beauty

Sector and effectively communicate their

brand message to the consumer. Research

from stage one indicated that The Body Shop

was failing to connect with its consumer on

the high street, leaving them somewhat

forgotten (Focus Group Participant 00:14:49:

See Appendix). Its competitors relate to their

consumer effectively by openly displaying

their brand values.

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today’s competitors:The Body Shop’s Current Competitors

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Personality & WitCompetitors such as Lush communicate a playful

personality with its consumers effectively, something

which consumers feel The Body Shop lacks (Focus

Group Participant 00:14:51: See Appendix).

today’s competitors:

Figure Four: Competitor ‘Lush’ Moodboard, Created by Lucy Barrett

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Science & IntelligenceAveda (at a higher price point than The Body Shop) effectively

communicates its use of science combined with natural

ingredients, illustrated through each consumer touch point.

Figure Five: Competitor ‘Aveda’ Moodboard, Created by Lucy Barrett

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Each of The Body Shop’s key competitors has developed a

key USP to target its consumer; research has indicated that

The Body Shop is mainly known for natural products. This is

not seen as enough for today’s developing market.

Lifestyle & AttitudeNeal’s Yard has educated consumer attitudes

to health and wellbeing, by creating a

lifestyle for its product ranges.

today’s competitors:

Figure Six: Competitor ‘Neal’s Yard’ Moodboard, Created by Lucy Barrett

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intelligent

naturalartifical

simple

Consumers are now more educated than ever

when it comes to purchasing skincare; prod-

ucts and brands need to step up their game

in order to entice new buyers. It would ap-

pear that a backlash against the use of ‘arti-

ficial’ or enhanced ingredients has resulted

in the rise of natural products ( WGSN 2011:

Online). However, consumers want results

and performance. This means that products

with higher value should be natural and in-

telligent. The perceptual map illustrates this

by showing where brands sit.

Brands that are successfully illustrating the

two are seen in the luxury sector and not ac-

cessible to the mass market (Report One:P21).

Launching a product range that is innova-

tive and intelligent into the skincare market

would give The Body Shop a broader appeal.

Figure Seven: Conceptual Map Illustrating ‘Intelligent’ and ‘Natural’ Beauty Brands, Created by Lucy Barrett

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25tom

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tommorrow’s opportunties:

recommendations from stage one: 1. INVEST in producing a new product that will capture the attention of the beauty consumer.

2. CREATE an INNOVATIVE marketing campaign promoting the new product & interact with the beauty consumer.

3. Through the use of MARKETING & COMMUNICATION change the perception of The Body Shop on the high street.

Figure Eight: Key Reccomendations from Stage One Report, by Lucy Barrett

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Recognising the growing skincare market

and potential for moisturisers, research also

showed that consumers now demand a

luxury quality to appeal at a mass scale (Mint-

el Online: 2011).

Figure Nine: Market Growth Potentials, Created by Lucy Barrett

1. Skincare market predicted to grow2. Most commonly used product in womens rou-tines is moisturiser 3. Mass market consumers are demanding intel-ligent products that have benefits of luxury prod-ucts

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76%

76% of women surveyed recognised that their skin did not stay the same everyday

tommorrow’s opportunties:

Figure Ten: Street Surey Results ‘Does your skin stay the same everyday?’, by Lucy Barrett (See Appendix)

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WEATHERSTRESSHORMONES

Research showed that three factors that affected women’s skin the most were hormones, weather and stress. Other factors included: diet, sleep deprivation, environment polution and smoking.

An observation in consumer skincare was made

through the use of questionnaires and street

surveys (Questionnaire/Street Survey: See Appen-

dix). Despite noticing changes, women continued

to use the same products day in day out. This led

Team Revitalise to question: If skin does not stay

the same every day, why not adapt routines to tar-

get skins changes?

“Women in their early twenties are also most likely

to have normal skin (33%) and combination (29%)”

(WGSN Facial Skincare 2011: Online)

These two skin types are ones that are defined as

‘easy options’ for the consumer to diagnose; with

many women not knowing which category their

skin type falls into. Advanced skincare is moving

away from these three groups and developments

in lifestyle skincare.

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“elevates traditional ideas of DIY, deconstruction and customisation”.(WGSN 2012: Online)

Figure Eleven: Hack-tivate Trend Board, Created by Lucy Barrett (Images Sourced WGSN)

The demand for the Tri-Plicty product will be vali-

dated by 2012-13 trends and this highlights how

consumers can adopt this product within their

every day life.

Developing trends predicted, illustrates the

growth for consumer demanding customisation

within products and services (WGSN 2012: Online).

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(WGSN 2012: Online)

tomorrow’s trends:Forecasted Trends for 2013

“Hack-tivate is all about the ability to change, choose and uniquely ex-press oneself.

Colour cosmetic products that in-corporate functional, cutting-edge technology are great examples of Hack-tivate packaging.

Personalisation and customisation is key to Hack-tivate.

Skin boosters are great examples of Hack-tivate”

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tommorrow’s trend:

Products that are seen to have more than one

advantage in each of the categories have more

appeal to buyers (Stage One:P45). Research

has shown that brands now have to meet to

more demands in order to maintain a satisfied

consumer (WGSN 2011: Online).

Figure Twelve: ‘What Consumers Want’ Moodboard, by Lucy Barrett

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“Brands will start to incorporate natural ingedients pro-duced in a technologically-advanced way or combined with ‘scientific boosters’ that improve their effectiveness”

(WGSN 2012: Online)

Consumers demand for natural and intelligence

creates an on going struggle for brands to launch

new innovations that can relate the the consumer.

Revitalise have developed an intelligent and per-

sonal product that has natural ingredients and

provides a clear benefit.

Figure Thirteen: Moodboard on Scientific and Natural Beauty Products, by Lucy Barrett

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Figure Fourteen: Lifestyle Skincare Competitor ‘Absoltuion’ (France) Moodboard, by Lucy Barrett

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tomorrow

’s competitor:

Luxury Competitors of Lifestyle Skincare

Customised skincare routines have been

developed by specialist skincare brands,

appealing to a niche market in the

luxury sector. Absolution, a successful

French brand, was launched into SPACE NK

in the UK in 2011 (ABSOLUTION 2011: ON-

LINE). However, it did not maintain sales

within stores. This was due to lack of com-

munication and the complicated

application. Consequently, the product

was not adopted by consumers.

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Figure Fifteen: Lifestyle Skincare Competitor ‘Sincare’ (Autstrailia) Moodboard, by Lucy Barrett

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tomorrow’s competitors:

However, recently launched in Liberty London,

Anne Semonin (French Brand) has celebrated

a successful launch with its ‘made-to-measure’

skincare routines (Liberty 2012: Online). These

brands are all at high price points and rely on an

educated consumer for sales. Tri-Plicity incorpo-

rates the intelligence of these products but uses

multifunction and ease as a USP.

Figure Sixteen: Lifestyle Skincare Competitor ‘Anne Semonin’ (France) Moodboard, by Lucy Barrett

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today’s problems:Problems in Today’s Market

“Multifunctional beauty products will be important for au-tumn/winter 2013, as consumers lead increasingly busy life-style” (WGSN 2012: Online)

Figure Seventeen: ‘Moodboard illustrating stress and need for multifuntion products’, by Lucy Barrett

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To the working woman, time is now precious and

multifunction has become an important benefit

across a number of products (WGSN 2012: Online).

Now more than ever, time, ease and functionality are

key selling points to products. Tri-Plicity has been

designed to meet the needs of a fast-paced woman.

“Women who work are most likely to spend eight hours a day in their job…This schedule – combined with time spent cooking, shopping, dealing with family matters and general errands – leaves little time for in-depth pampering on a daily basis for most women”

(Mintel Facial Skincare 2011: Online)

The current market offers a number of products and

solutions within the skincare market, focusing on

weather protection, mood relief and blemish control.

However, a product that tailors to all three is not yet

to be seen on the current market.

today’s problems:Problems in Today’s Market

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today’s weather:Current Offering for Weather Targeted Products

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Consumers are continually told through a variety of plat-

forms about the damaging effects of weather, advising

different routines for seasons or warnings of the effects of

sun damage. Despite this, younger consumers are aware

of the long-term effects of weather, but with products

focusing on anti-aging, feel that nothing is targeted at

them (Consumer Interview: See Appendix). Tri-Plicity

highlights this by offering a solution to immediate weath-

er damage with the advantage of long-term effects.

Figure Eighteen: Current Market offering for Weather Protection Products Moodboard, by Lucy Barrett

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Figure Nineteen: Current Market offering for Mood Uplifting Products Moodboard, by Lucy Barrett

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2011 saw a rise in products that targeted mood as

a selling point across beauty (Stage One:P44); by

tailoring make-up to suit your mood, invigorating

scents or mood relief. Aware of their stressful lives,

beauty products offer a chance for consumers to

unwind, giving an advantage over purchasing

decision. toda

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44

Tri-Plicity has been developed to give the consumer

an adaptable and intelligent approach to their

skincare routine. Trend prediction and current market

offering shows how the current consumer will be

ready for the new approach to skincare in 2013.

45

todayhas the answer...

the product

46

nature + science

Noting the importance of brand values within The

Body Shop, the serums must incorporate natural

ingredients and community trade produce. Each of

the serums has been designed to target one of the

key problems that consumer research has highlight-

ed.

Skincare research showed that during extreme

weather conditions such as hot and cold, the skin

was affected by moisture loss. The ‘Weather Protec-

tion Serum’ uses a new innovative ingredient, which

has been organically found. ‘Alguronic Acid’ has been

proven to lock in moisture to the skin (McDougal, M

2011: Online). Additionally, by incorporating a high

SPF to shield from sun, the product can be used

throughout the seasons.

today’s ingredients:

Consumer research showed that women’s skin can

be affected by their hormonal cycle. Most women

saw a rise in blemishes caused by the amount of

estrogen produced and an increase in oils on the

skin’s surface (Bowers, E: Online). By incorporating

natural plant hormones, this imbalance can be con-

trolled. Community Fair Trade tea tree and cucumber

are also proven to sooth the skin. The use of these

ingredients provides positive selling points for The

Body Shop

Scientific research has proven than when the body is

stressed it enters ‘flight or fight’ response as a natural

reaction (Nargundkar, V 2002: Online). This reduces

the level of nutrients and oxygen in the skin. The

‘Mood Relief’ serum will contain Vitamin B5, which

repairs this damage. Research has also proven that

scents such as key Body shop ingredients like citrus

oils can uplift mood.

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Figure Twenty: Natural Ingredients used in Tri-Plicity booster Serums, by Lucy Barrett

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Figure Twenty-One: Tri-Plicity Logo, Created by Team Revitalise

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tomorrow’s approach: Communicating Function & Simplicity

Tri-Plicity is educating a mass consumer with a new

approach to skincare. Recognising that this could be

a risk for the product, it needs to be communicated

in a way that is simple to understand.

The branding of the product combines the words

‘trio’ and ‘simplicity’. Research validated this

approach, confirming that it suggests multifunction

and ease of use.

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PROPERTIES OF COLOUR: - display feminity - create an approachable palette- fun & friendly - current & on trend

today’s colour: Defining Colour for Product

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Figure Twenty-Two: Tri-Plicity Colour Development, by Lucy Barrett

Defining Colour for Product

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today’s packaging: Defining Colour for Product

today’s final design

Figure Twenty-Three: Tri-Plicity Product, Designed by Joe Cowan

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packaging & design

simplistic. organic. sophisticated. functional

Figure Twenty-Four: Product Design Inspriation ‘Minimalistic’ Moodboard, by Lucy Barrett

today’s packaging: Defining Colour for Product

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minimal + colour burst =

Energetic. Natural. Bright. Eye-Catching.

Figure Twenty-Five: Product Design Inspriation ‘Colour-Burst’ Moodboard, by Lucy Barrett

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tomorrow’s designThe packaging design had to compete with products

in a luxury market. Simplistic and minimalist

packaging is a common characteristic of higher-

priced brands (See Figure-Twenty Four). Additionally

using bursts of colour, illustrate natural and informal

approaches (See Products in Figure Twenty-Five) the

design of Tri-Plicity is minimal, with only three key

colours.

This differentiates it from current Body Shop prod-

ucts by using trend-led packaging designed to

attract the consumer’s attention. With packaging

being an important factor for consumers aged 16-34

(Mintel Facial Skincare 2011: Online), the packaging

of the product is key for the generation of sales.

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today’s movement

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today’s movement