face concept cosmetics store research
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DESCRIPTIONResearch into a new concept cosmetics store called 'Face'
CONTENTSPAGE 2. CHAPTER 1 . INTRODUCTION
PAGE 5. CHAPTER 2 . CONCEPT
PAGE 7. CHAPTER 3 . THE BRAND
PAGE 10. CHAPTER 4 .COMPETITIVE MARKETPAGE 11. - CONCEPT STORES PAGE 12. - COSMETICS STORES
PAGE 14. CHAPTER 5 . TARGET MARKET
PAGE 16. CHAPTER 6 . THE COSMETICS MARKET
PAGE 19. CHAPTER 7 . SOCIAL & ECONOMIC ISSUES
PAGE 21. CHAPTER 8 . OUTCOME OF FACE
PAGE 23. REFERENCES
PAGE 26. BIBLIOGRAPHY
The aim of this document is to analyse the outcome of research undertaken into the cosmetics and conceptual retail industry. This will then be taken forward in order to design and develop an exciting and feasible experiential cosmetics store which stands apart from its competitors and is appropriate for all customers, regardless of age, gender or race.
In their article, Worlds Best-Selling Make-up (Mmoma Ejiofor, 2006), Forbes magazine cites, the expansion of new markets in Russia and Asia; changing social norms that make wearing make-up - not to mention undergoing cosmetic surgery - more acceptable; celebrity worship and promotion within fashion magazines as just some of the resasons behind the expanding cosmetics market. We are constantly bombarded with images of perfection, from glossy magazines and adverts to the faces seen on television, its no wonder we are not only a nation, but a society obsessed with aesthetics and beauty. This quest for perfection, as Forbes suggests, is just one of the many reasons behind the global expansion within the beauty market, even during times of recession. This proposal will suggest that there is a significant gap in the market where the Cosmetics Industry is concerned. Unlike the fashion industry, currently there isnt a cosmetics specific department store within the United Kingdom, which encompasses the idea of experience within a purely cosmetics based retail environment.
This new retail arena will encompass different aspects of experiential shopping in order to enhance the customers shopping experience while at the store. It will also create a strengthened relationship between customers and existing cosmetics brands. The research gained from this project will show that there are parallels between current trends within the conceptual retail industry and the new cosmetics department store style shop.
Research Points :Different aspects of the make-up industry have been explored within this research document, focusing mainly on cosmetics, but also looking into other successful retail implementations which could sway the final outcome of the project. Shopping habits and the way in which consumers prefer to buy make-up is another aspect which has been looked into at depth in order to ensure the area is exploited properly and appropriately within Face. This also includes shopper psychology. These areas of research will then be split into both Primary and Secondary research headings, in order to provide a rich source of information which will assist in making rational design decisions. The research gained will ascertain as to whether or not Face will be a viable concept and will provide the rationale and reasoning behind the overall outcome. All research undertaken will be documented within the appendices.
The main focus of this research is: target market competitors
current shopping experiences concept stores and how they work
shopping psychology various cosmetics brands
the current state of the cosmetics market location
important factors within store environments
Primary Research Primary research for this document will include both quantitative and
qualitative information gained through the following methods :
online surveys emails
focus groups market research on the industry
looking at existing competitors via their websites
Secondary ResearchSecondary research will also assist in shaping the final outcome of this project. methods
literature reviews using the relevant books appropriate magazine articles
mintel reports on the health and beauty industry journals websites
The idea behind this research project is to design and develop a new conceptual cosmetics house called Face. Face will not only house and sell some of the already existing leading names within the cosmetics industry, but will also provide a unique experience for the customer. Face will assist in educating customers in makeup, within an experientially designed environment.
This design will also include the other appropriate retail multi-channel communication methods, which run parallel to a new store. Multi-channel communication is key to building a new brand and business. As part of this, a website and catalogue will be developed, alongside the other critical elements to retailing within the twenty-first century. This final outcome will be seen by the customer almost as a shrine to beauty, housing some of the top names within the cosmetics industry. The store will also feature various experiential elements in order to enhance the customers shopping experience.
The store will provide customers with the opportunity to purchase their favourite beauty products from well known brands within a luxurious, relaxing and unique shopping arena. While these products may be available from various other outlets on the high street, this new concept cosmetics house will offer extra added value to the overall experience of the customers. The concept is aimed at targeting a new shopping experience for the beauty consumer and building and enhancing relationships between the customer and existing brands.
Face will be home to 8 luxury cosmetics brands, These will include:
Burberry Beauty Chanel Creme de la Mer Estee Lauder MAC Stila Yves Saint Laurent Tom Ford Beauty
OBJECTIVEThe overall objective of Face is to fill an area of the market which isnt currently occupied. The intention of Face is also to educate customers and ensure that their shopping experience is enhanced and made as relaxing and easy as possible. Consumers tend to buy cosmetics in a rushed environment. Face will provide a unique make-up shopping experience.
CHAPTER 3THE BRAND
People fall in love with brands, trust them, develop strong loyalties to them, buy them, and believe in their superiority. The brand is shorthand. It stands for something. (Wheeler, 2006).
Definition of Face; noun 1)a beautiful face: countenance, physiognomy , features, profile, 2)her face grew sad: expression, look, appearance, countenance (Oxford Paperback Dictionary and Thesaurus; Second Edition, 2007)
From an aesthetics point of view, beauty is often initially associated with the face. However, the face is also the source of practicality, with the ability to create expression, convey feeling and is the part of the body which encompasses 4 out of the 5 senses: taste, touch, smell and vision. These connotations behind the word Face suggest that it is the ideal name for a conceptual beauty store, which encompasses various senses. The use of the word Face will also work well within different marketing strategies.
Face will be a luxury, conceptual brand. It will not only house some of the biggest names in the luxury cosmetics market, but it will entice and engage its customers, creating a connection with them through the various senses, all in an ultra relaxing retail arena, as well as educating them on beauty, cosmetics and available products.
The Mintel Beauty Retailing UK Journal (January 2011) comments on how Beauty retailing is an innovative and dynamic market. Face will not be just another place to buy cosmetics. Face will sell cosmetics, but it will also feature a wine and champagne bar and a lounge area, in which customers can sit and relax after a day of shopping and read up on the latest cosmetics news. This element of Face was agreed upon after carrying out a survey asking participants which elements they felt would help enhance their overall shopping experience. (Appendices)
As mentioned wiithin the Methodology section of this report, a survey was conducted based around the subject of Cosmetics. The chart above demonstrates some of the results obtained. From the Survey that was created, 29 participants answered 10 questions about how and which cosmetics they prefer to purchase. 89.7% of respondents said that they do purchase cosmetics and 86.2% of the 29 respondents prefer to buy cosmetics within a store environment, rather than online (Appendices). This is due to cosmetics being a product which is purchased based upon in-store trial and being able to see colours and shades that match skin-tone most appropriately. This is an aspect of shopping that cannot be easily be replaced by the convenience of internet shopping.
In order to assist in the educating of customers in how to use the product they are purchasing, a tablet will be provided if required providing the information. From the focus group that was conducted while researching into Face, it was agreed by participants that they feel there is not enough information provided about the cosmetics that are available on the high street. Participants felt that a step-by-step- guide would be of use when taking home a new make-up product. Initially those taking part in the focus group felt a leaflet would be of use. However, after discuss