report 10.03 version 2

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NEW PRODUCT DEVELOPMENT

INNOVATION REPORT

FMBR 2002 Fashion Business Solutions

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Bakkali Miriam Nasir Amna Patel Nina Sansom Nicole Chloe Whitford Alice

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. In completing this project all intellectual prop-erty rights will be owned NTU and under the conditions of completing a live project with Boots, ideas will be available for them to use.

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Aim (ALL)....................................................................................................................................................... 06Research Methodology (ALL).................................................................................................................... 07

1. THE BRAND Brand Introduction (Alice).............................................................................................................................10 Brand Positioning (Nina)..............................................................................................................................11Architecture (Amna)......................................................................................................................................12SWOT analysis (Nina, Nicole)......................................................................................................................13

2. THE MARKET PEST Analysis (Nina).....................................................................................................................................16 Market health (Nicole)..................................................................................................................................17 Market evaluation (Nicole)..........................................................................................................................19 Market trends (Nicole, Miriam).................................................................................................................... 20Consumer analysis (Nina)........................................................................................................................... 22 Consumer trends (Nina, Nicole)................................................................................................................... 24

3. THE INNOVATION STRATEGY Key Steps (Miriam)....................................................................................................................................... 28 Ideas Generation (Miriam, Alice, Nicole, Nina)............................................................................................ 29 Idea Screening (ALL)................................................................................................................................... 30 Concept Creation (Miriam)......................................................................................................................... 31 Concept Specification (Miriam)................................................................................................................. 32 Concept Template (Miriam)........................................................................................................................ 34Substansiation (ALL).................................................................................................................................... 36Perceptual Competitive map (Nicole)...................................................................................................... 37

4. THE PRODUCT SPECIFICATION Packaging (Alice)......................................................................................................................................... 40THE PPF Factor (Miriam)............................................................................................................................. 42Where (Amna).............................................................................................................................................. 43 Price Strategy (Alice).................................................................................................................................. 43Product Life-cycle and adopters (Miriam)............................................................................................... 44 Conclusion (ALL)........................................................................................................................................... 43

Appendix ................................................................................................................................................... 48Primary Research ..................................................................................................................................... 50 References ................................................................................................................................................. 54Bibliography .............................................................................................................................................. 55List of Illustrations .......................................................................................................................................58

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CONTENT

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AIM

‘Companies that don’t innovate die’(Chesbrough, 2006). In the fierce competitive market, innovation is pivotal for sustaining the prosperity of most brands. The aim of this report is to create a new, innovative product line for the beauty brand No7, capable to ‘create value , to obtain competitive advantage and to achieve long-term success’ (Rainey, 2005).After deeply analysing the brand architecture and DNA, the strategy focuses on broadening the brand’s appeal by being differentiated and motivating. The main drivers for the NPD strategy are consumers, and how innovation meets their needs and expectations. This report explores the first 4 steps of the innovation process:

- Idea Generating- Idea Screening- Concept Creation - Opportunity Analysis

The Beauty and personal care market is one of the most competitive and fast-changing. It is, therefore, crucial for No7 to invest in Research and Development and manage innovation in the most efficient way.

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RESEARCH METHODOLOGY

In order to develop insight, it was essential to carry out the relevant research to gain a clearer understanding of consumers perceptions, and usage of No7. The research also helped determine future opportunities for No7 by identifying consumers unmet needs.

The research was divided into two sections;

1) Understanding consumers skincare needs and perceptions of No7.2) Gaining insights and feedback on the NPD innovation ideas.

The research consisted of both primary and secondary, incorporating both qualitative and quantitative techniques throughout to provide a range of data.(See Appendix).

Primary researchSection 1• Survey/In-store observation (quantitative) • In-Store/Staff Interviews (qualitative)Section 2 • Focus group of five (qualitative)• Consultancy Product designer Mr. dfdfdf, Doctor Patel, Pharmacist Miss. Fdfdf. (Qualitative) (See Appendix)

Our secondary research included;• Books / Articles / Data Websites (WGSN/Mintel/LSN) • Boots Website

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THE BRAND

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BRAND INTRODUCTION

Launched by Florence Boot in 1935, No7 is a leading face brand in the UK. Internationally they are being spread in many countries, such as the USA, Netherlands, Thailand, Middle East and Ireland. (Boots Company PLC, 2015) (Belisa., S. 2012).

BRAND VISION

No7’s vision is to be a leading face brand in the UK, with a solid balance between face and colour. (Richardson, Y., 2015) They are focused on delivering the best through combining expertise and innovation to be truly effective, bringing out the best in you and your skin.

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BRAND POSITIONING

Emotional

No7 are an honest, approachable and warm brand. They make you feel fabulous inside & out.

Functional

They provide quality along with value.

Brand Roots A high-street beauty brand focusing on skincare products. 77 years of beauty expertise and a top beauty brand in the UK.

Market Context A brand in the retail beauty market targeted at the mid-mass market who are willing to spend income on quality and scientifically proven products. Competes with brands such as L’Oreal and Olay.

Target consumer A 24+ working professional who enjoys beauty with an uncomplicated experience. Discovering new products and sharing ideas is upmost important to the consumer.

Brand Positioning Killer insight – A leading face brand led by quality and tested products, which are wearable for everday use, but also make the consumer feel uplifted.

Brand Personality A brand with a strong and distinct approacha-ble personality. They are reliable and experts in scientifically proven products, boasting amazing quality for the busy working individual.

Brand Essence Reliable Expertise

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BRAND ARCHITECTURE

No7 has a range of around 350 products across colour cosmetics, skincare, self-tan and suncare. (Fig. 1.)The No7 skincare range is split into two sub-segments: Daily V and Positive Action. Daily V is a range of products that cover the everyday skincare regimes of women. The range caters to three major skin types; Oily/Combination, Normal and Dry/Extra Dry. Besides these core ranges, No7 also makes accessories, gifts and electrical beauty products such as heated eyelash curlers etc. (Brand Republic, 2005)

Fig. 1.Brand Architecture

Makeup Skincare

Bath & Body

Electrical Beauty

Suncare

Positive Action

FACE Foundation Primer Concealer Powder BB Cream Blusher

LIPS Lipstick Lip Gloss Lip Liner Lip Crayon Lip Stain

EYES Mascara Eye Shadow Eye Liner

NAILS Nail Colour Nail Care

TOOLS Beautiful Skin Cleansing

Brush Beautiful Skin Cleansing

Brush Heads Pedicure Set

Rechargeable Manicure Set Compact Hair Trimmer Illuminated Make-up Mirror

BODY Intense Radiance Body Scrub Intense Body Butter Protect & Perfect Intense Body

Serum Cocooning Body Balm Sumptuous Bath Soak Blissful Body Wash Cleansing Body Polish Completely Quenched Moisturising

Body Lotion Pampering Dry Skin Oil Body Spray

LEGS/FEET Silky Leg Oil Softening

Foot Balm

HANDS Protect & Perfect

Intense Day Hand Cream

Protect & Perfect Intense Overnight Hand Treatment

Revitalising Hand Saviour

Face & Body Tan Perfectly Bronzed 360 Self Tan Spray

Light/Medium Perfectly Bronzed 360 Self Tan Spray Medium/Dark Perfectly Bronzed Self Tan Quick Dry Tinted Lotion

Light/Medium Perfectly Bronzed Self Tan Quick Dry Tinted Lotion

Medium/Dark Perfectly Bronzed Smooth On Bronzer Self Tan Mousse Light/Medium Self Tan Mousse Medium/Dark Stay Perfect Instant Tan Lotion Medium/Dark Stay Perfect Instant Tan Lotion Light/Medium Naturally Sun Kissed Gradual Face Tan SP 15

Protect & Perfect for ages (25-35)

Protect & Perfect Intense for ages (35-45)

Lift & Luminatefor ages (45-60)

Restore & Renew for ages (60+)

Dry/Very Dry

Normal/Dry

Normal/Oily

Treatments & Rescue Remedies

Daily V

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The internal and external factors affecting the brand were analysed to develop a SWOT. The analysis (Fig. 2.) demonstrates that No7 is a trusted brand, with a growing variety of products and services, suggesting an appeal to a broad target market. However, market research indicat-ed that consumers awareness is lowest amongst the younger demographics. Respondents percieve No7 as an older, more mature brand; this could be the result of limited presence online. They don’t operate their own website, nor do they run social media platforms. This reflects low

engagement with their consumers. An opportunity for the brand is to react to the consumer trends (MIY/Factory Fear). Given the competitive nature of the beauty market, No7 need to think fast and put the consumer at the core of their business in order to be successful and grow, as well as minimising the potential threats in the market. By basing their NPDstrategy on this, they will become more competitive and consumer awareness/loyalty will increase.

STRENGTHS WEAKNESSES

• Established brand.• Trusted brand.• British heritage.• Growing variety of products.

• Outdated Communication channels.• No Website/social media.• Perceives as a more mature brand.• Lower brand awareness amongst

young consumer.

• Growing skincare market.• Growing demand for purifying

skin ritual.• Rising consumer trends such

MIY and rituals.

• Strong competition.• Saturated, fast-moving mar-

ket.

OPPORTUNITIES THREATS

Fig. 2.

SWOT ANALYSIS

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THE MARKET

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PEST ANALYSIS

Political • A political challenge that No7 should consider is REACH (Registration, Evaluation & Authorisation of Chemicals), a comprehensive European law that controls the safety of chemicals. (EUROPA, 2013). This may affect No7 as they will be restricted to using certain chemicals and creating products that do not contain any harmful sub-stances.

• Advertising standards have also been raised with the existing law stating “labelling, marketing and advertising of cosmetic products, texts, names, trademarks, pictures and figurative or other signs cannot be used to imply that these products have char-acteristics or functions which they do not have.” (Telegraph, 2013). This also affects No7 and will only allow them to produce advertisements that are not misleading or over-exaggerating the products features. No7 should take these policies into consideration to avoid violation, they can control their chemical products and any banned substances.

Economical • No7 need to adapt to the changing economic environments in the UK and any future countries they consider operating in. Looking at the UK economy it has grown by “3.2% in the second quarter compared with the same period last year” (BBC, 2014) in 2014. It is no longer in recession after figures show it has seen a growth in the last few months. This will beneficial for No7 as they may see an increase in their product sales.

Social • ‘We are seeking and discovering ever-smarter and more efficient ways to solve age old issues–such as keeping fit, lack of space and limited resources. The results are sleeker, quicker and use things that have previously been ignored’ (Forbes, 2014). The ‘social’ are increasingly recognising ways to integrate a range of functions into one solution, for example: protecting their skin from sun damage by using home mix-tures. As there is a growing awareness of how limited resources are this will affect No7. Their consumers will use every bit of their time to discover efficient way to solve their skin problems alone. In order to avoid this decline in consumers, No7 could cre-ate an innovative product producing valuable properties.

Technological • Changes in technology affect the products available to consumers and businesses, as well as the quality of the products and their functionality (Campbell, Edgar and tonehouse, 2011). Today there is a constant change in technology and product up-dates and it must be ensured that No7 prepare for the future.

• There has been developments in the scientific and technological fields which mainly apply to the cosmetics industries, from skin clearing technology to eyelash growth stimulators (GCI Magazine, 2010). No7 has a strong background with scientifically proven products they can take these technological opportunities to blend innovative technologies and for further product development to keep up with the consumers demands.

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MARKET ANALYSIS

The beauty and personal care market is divided into four segments: Colour cosmetics. Fragrances.Facial skincare. Body care.

2013 2014 (est) % change 2013-2014 est

£m £m

Colour Cosmetics 1,516 1,580 4.2

Fragrances 1,460 1,480 1.4

Facial Skin Care 1,163 1,214 4.4

Body Care 410 418 2.0

Total of the above 2.976 3,060 2.8

Fig.3. suggests the strongest performing segments are colour cosmetics, with sales estimated to have reached £1.58bn, followed by the fragrance segment, where sales approached £1.5bn. These statistics demonstrate a strong performance in 2014. Whilst these segments may appear the strongest in terms of sales, the rate at which they are growing is slowing down. The growth of colour cosmetics fell to 3.9% from 6.3% the previous year (Colour Cosmetics, UK, Mintel, 2014). Meanwhile the fragrance segments also saw a decline in sales growth. Sales growth from 2013-14 was half of that growth seen from 2012-13. (Men's and Women's Fragrances, UK, Mintel, 2014) In contrast, retail value sales of facial skincare products increased by 3.7% in 2013, representing a slight acceleration in growth when compared to 2012. This growth has been driven by a recovery in the women’s mass market as well as consumers continued interest in prestige products. (Facial Skincare, UK, Mintel, 2014)Body care has been in decline in the recent years, experiencing a 3% fall in value in 2011 and a 2% decline in 2012; mainly driven by a lack of innovation and heavy discounting. 2013 saw new innovations inject growth into the segment, such as Nivea’s in shower body moisturise and Vaseline’s spray and go. Both brands saw significant rise in sales and the category grew by 4%. (Beauty Retailing, UK, Mintel, 2015)

In terms of the segment with the most potential, it would appear the strongest category would be facial skincare. Mintel forecast that future growth of facial skincare is expected to continue at a ‘steady pace of around 4% per year from 2014-2018.’ (Beauty Retailing, UK, Mintel, 2015) To compare, the future growth of colour cosmetics is expected to remain at a slower pace (current-ly 3.9%). (Beauty Retailing, UK, Mintel, 2015)

Fig. 3.

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MARKET HEALTH

The growth of the beauty and personal care market (UK) as a whole has slowed from 4.2% in 2011 and 3.0% in 2012; consumers have become savvier and are shopping with value in mind. Growth in the market slowed to 2.7% in 2014, in reaction to consumers looking for the best deal hence the depression in growth. However, steady growth is forecasted up to 2019 (Fig. 4.) Factors in the market likely to effect the future growth of the BPC market and the success of the development of the NPD, is the ageing population. According to Mintel the 15-24 year old population is fore-cast to decline in 2019, demonstrate in the graph below. This decline will be most likely to hit youth focussed beauty categeories like colour cosmetics. (Beauty Retailing UK, Mintel, 2015)

In contrast, the age category 25-34 is predicted to see a 5.3% growth, supporting our target consumer.Whilst the 55-64 and 65+ age category indicates the strongest signs of growth (+10.2%, +8.0% respectively), this would restrict our NPD to a particular age. And whilst we want to develop a product to appeal to a broad scope consumer, No7 already operate heavily for the aging consum-er. Therefore, in order to be innovative and appeal to the mass consumer, it’s important our NPD is desirable for the younger consumer too.

Fig. 4.

Fig. 5.

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From this market evaluation, it has been decided to respond to the strong growth of the facial skin-care segments and develop an NPD strategy to compliment this category. Though face/neckcare products are heavily saturated in the market, with the highest proportion of product launches each year, as seen in Fig. 6., they are a staple product for many female consumers. And with consumers becoming more aware of the environmental effects on their skin, a gap has been identified in the market. The main barrier which may affect the success of our NPD strategy will be consumers shopping and buying behaviour. Mintel’s concern over the growth of the market deteriorating as a result of consumers becoming more savvy could pose as a threat for No7, par-ticular as consumers are faced with more choice. However, after in depth research, our decision is to diversify in a currently steady growth segment of the BPC market (facial skincare) with a product to react to a concern of many consumers (re-birth of city, factory fear) fills a gap in the market and has the potential to strengthen No7 positioning.

MARKET EVALUATION

Fig. 6.

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MARKET TRENDS

RE-BIRTH OF CITY

‘The UN predicts that 67% of the world’s population will be living in cities by 2050, driven by internal migrations and immigration as well as the job market.’ (Facial Skincare, UK, Mintel, 2014)As more people migrate to the city, facial skincare brands can react to the statistic; ‘83% of facial skincare users agree lifestyle factors have a big impact on skin.’ (Facial Skincare, UK, Mintel, 2014)For consumers living in cities, concerns regarding toxins from traffic pollutions are an environmental factor which consumers will want to prevent. This research suggests that there is a gap in the middle mass market for a product with features to prevent and protect consumers from environmental factors which are damaging to the skin. Based on this research, it would suggest the size of the opportunity is high for a brand, such as No7, to offer consumers a solution to this unresolved issue.

In addition to this, our primary research showed that consumer are aware or very aware of the ef-fect of the environment on their skin (Fig. 7.) and complementing this is consumer willingness to pur-chase a product that protects their skin from such factors, such as pollution.

Fig. 7.

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FACTORY FEAR Another trend effecting consumers is ‘factory fear.’ This refers to consumers who are becoming more concerned about what’s in the products they use. They are better equipped to track and report faulty goods and are more keyed into the ‘built in’ dangers of certain goods such as trans-fats, BPA and phthalates. ‘Some 18% of facial skincare consumers look for products that are free from certain ingredi-ents’ (Facial Skincare, UK, Mintel, 2014).This insight demonstrates the importance of how a brand formulates it’s product. It’s vital for brands to gain the trust of consumers in order to gain their loyalty. Currently, No7 products are not completely free-from negative ingredients which can impact the skin, such as parabens. An example is their ‘Protect and Perfect Intense Moisturiser’ which contains Butylparaben, Propylparaben and Isobutylparaben. As consumers become more aware and concerned in regards to the ingredients of their products, it will be important that No7 rules out the use of these long term damaging ingredients in the future and finds an alter-native when developing NPD’s to maintain consumer trust and loyalty.

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The beauty consumer could be seen as an ‘Undaunted Striver’ (see Appendix):

• Trendy• Optimistic• Empowered• Outgoing

They would be trend-oriented and product focused. Demanding the latest, most up-to-date products. Ready to change the world, globally minded and will use their sense of empower-ment to tackle climate change. They will likely be the ones leading the charge to encourage purchase of ethically produced, fair trade items.

CONSUMER ANALYSIS

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Rise Of Ritual

‘Women are realising more and more they need to take some ‘me’ time and, as long as they can see or feel the results, they will commit to it’. (Telson, 2014)

This quote highlights the importance for brands to put consumers at the core of the brand, catering to their functional and emotional needs. Whilst consumers are looking for ‘long-term benefits’, they also want ‘time-out’ (Sunita Passi, 2014), hence the rising interest in rituals.

It is, therefore, important for No7, when developing their NPD to place emphasis on the features and functional benefits of the formula they provide and develop as solution to a unresolved issue; i.e pollution. But they also need to create a product/s which allow consumers to be more involved and connected, actively reacting to the MIY trend. By reacting to consumer trends, No7 will stimu-late brand loyalty through their efforts to appeal to consumers and give them what they want.

MIY - Mix-it-yourserlf “Today’s consumers are keen to get involved in the creative process” (Beauty+, 2014)

This insight demonstrates consumers desire to become more interactive and engaged with their beauty regimes. Yet, LS:N Global Beauty Markets report states that consumers are not ready to follow the GIY (grow-it-yourself) or DIY (do-it-yourself) based on the issue that consumers are time poor. The MIY beauty trend imposes an opportunity for brands to develop products which offer consumers a more personalised experience which they can get involved with.

Incorporating the MIY element into No7 will aid to its originality as a brand. The trend provides an opportunity for No7 to become more interactive and engaging, particular in the middle mass mar-ket, which as of yet is not highly competitive in providing MIY products. So by developing an NPD complimenting this trend, No7 will gain a competitive advantage in the market and strengthen their

Looking at consumer trends and what consumers are demanding in 2015 there are many key external findings.

Toxic Avengers A key trend is Toxic Avengers, with consumers realising that the environment affects their skin, particularly pollution. Pollution can be very harmful for the skin and is thought to cause skin age-ing, skin dehydration, the development of skin acne and dehydration of cell material.

“The cosmetics industry in particular has been awakening consumers to the immediate, visible, personal effects of pollution, with Avon even coining the term ‘urban dust’ to describe the ‘en-vironmental aggressors’ that threaten our skin and general health.” – (Consumer Trend, Mintel, 2015)There will be an increase in demand for products which protect the skin from pollution and this creates an opportunity and issue for No 7 to target.

CONSUMER TREND AND INSIGHTS

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THE INNOVATION STRATEGY

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Opportunity identification is the initial stage in the new product development process where ideasare generated and screened.

“Ideas are the raw materials for product development and the whole process depends on the quali-ty of the search and screening process.” (Hart, 1996)

Key Steps A. Idea generation B. Ideas screening C. Concept creation

KEY STEPS

The No7 NPD idea generation process starts with a deep understanding of the market andconsumer trends. The teams general approach was to identify unmet needs and problems, to then develop solutions. The problem identification/solve approach was conducted through market research (see chapter 2 ‘The Market’) and consumer feedback was used to dicover problems, as well as a brainstorming to identify possible solutions.

Consumer problems highlights from Primary Research:

- Time concerned- Boring skincare routine

- Scared by chemical’s preservatives

New Product Objectives:

- Preservatives free- Engaging

- Match brand positioning

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IDEAS GENERATION

SCALP RENEWAL

What: A new Haircare lineFeatures: Essentials hair masks with vi-tamins and minerals for an invigorating treatment. Exfoliates your scalp. Why: Steady global haircare market growth of 2% per annum (Statista, 2014) Who: Young target market: 25-35 woman who wants to improve the health of her hair and scalp.

A SKIN TO EAT

What: A new fruits flavoured skin-care prod-uct, inspired by natural ingredients. Features: Based on the existing Protect&Per-fect line with a new colourful packaging. Fruits inspired, SPF 30, No Parabens.Why: Flavour is the distinguishing characteris-tic for consumer, determing purchase decision. The market for flavour ingredients used in cosmetics will grow sensibly. Who: Young target market. 18-25 Women.

THE CITY LINE What: New skincare line to protect the skin from environmental factors with a new forumlation and technology Features: PPF - Pollution Protector Factor Why: 83% of facial skincare users agree lifestyle factors have a big impact on skin. Consumers want to be more involved with their skincare regime.Who: Multitasking woman 25-35, health conscious and enjoys spending time looking after her skin.

EYEBROW ENHANCER

What: A new eyebrow product with an innovative formula which nourishes as well as encourages the growth of eyelashes and eyebrows.Features: Natural oils such as Macadamia and Argan Why: Market for eyebrow products grew to 5% last year. The trend towards fuller brows has continued into 2014 with more women using eyebrow products. (Colour Cosmetics, 2014)Who: 18 -35 woman, who is easily influ-enced by beauty blogs

MENS FACIAL SOAP EXFOLIATOR

What: A bar of soap focusing on the effects of facial shaving, offering beenfits such as exfoliating and cleaning. Features: Contains skin calming ingredients such as chamomile and oatmeal.Why: Men are constantly suffering shaving related issues such as dryness. According to Mintel (2014) the most popular skincare used by men was soap at 67%. Who: 25 -45 men needing to cleanse and calm their face after the effects of shaving but are time poor and want a quick solution.

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IDEAS SCREENING

The purpose of the screening process is to ‘select from a large list of ideas, the few that warrant extensive and expensive Analysis’ (Hamilton, 1974)The voice of the consumer is a key element to consider in order to rate and score each idea.The team did not focus on the solution too early in order to not miss creative opportunity. The focus group held on the 2nd of March helped the screening process, significantly.

After this screening in (Fig.8.), unsuitable and unattractive ideas were weeded out from further con-sideration.The City line corresponds effectively to both consumer needs and market trends. The ‘factor-fear’ trend, relating to consumber becoming more and more about cosmetics formulation is the base platform for this NPD.

Focus Group Insights: Scalp Renewal: ‘Interesting Idea, but I would not buy it.’ ‘No7 hasn’t operated in the hair market before, so I would find it difficult to invest trust into this product.’ ‘It confused me that they would want to move into this market when they specialise in skincare and make-up’ Skin To Eat: ‘It is an idea that doesn’t excite me... there are too many products in the market already and another would just confuse me’ ‘It doesn’t fit their brand image’ ‘I would be worried that it would clash with my own perfume’ Brow Enhancer: ‘I would not buy it!’ ‘I would be scared to try it and see my eyebrow overgrow’ Mens Facial Soap Exfoliator: ‘I would not buy it because it would further aggravate my skin’ ‘My skin is quite sensitive and I am worried my skin would not react well to it’ (one to one Interview)

The City line: ‘It is so exciting! It sounds practical and easy to apply’ ‘I would love to try it because it sounds like an effective solution to my skin but I would need proof’ ‘It so cool that I can mix my natural oil with the mask powder and create a personalised product’ ‘I like the formula of the prod-uct coming as a pad already measured, seeing that I am quite time poor’.

Decision Process

Opportunity Area Size of Opportunity

Technical Feasibility

Fit with brand Positioning

Likely consumer appeal ( WOW factor)

Scalp Renewal Hair-care Medium High Medium-Low Medium-Low

Skin to eat Skin-care Medium High Low Low

Brow Enhancer Cosmetics Medium-high High Medium Low

The city line Skin-care High Medium High High

Mens Facial soap Exfoliator

Skin-care Medium High Medium Low

Fig. 8.

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CONCEPT CREATION

The City Line

This new innovative idea is based on two main revolutionary concepts:A. The Lyophilisation technique, to engage the consumer in a different, more fulfilling, skincare routineB. The new PPF formulation, based on Alpha Lipodic Acid , to effectively fights pollution effects.

The City Line is formed by 4 different key products:

- A Cleanser- A Toner- A Moisturiser- A Mask

Headline No7 City Line

Core Consumer - Multitasking Woman - 25/45 - Health and self-conscious - lives in urban environment

Problem Insight ‘As a busy professional woman working in the city, I expose my skin to a series of aggressive agents and I don’t feel enough protection and all the chemicals in my current skin product make me feel even more stressed.’ ‘I would like to express my uniqueness in everything I do. Currently my skincare routine is quite boring and i would like to have a product that I could interact with or create myself, but i don’t really know how’

Benefits No7 City line is everything you need to purify-ing and nourish your skin. With 4 key products you can have a total protection. The revolu-tionary PPF factor will protect you as a shield. The engaging Mix-it yourself products will let you personalise your beauty routine, giving you a deserved Spa experience in your house after a stressful day, leaving your skin clean and soft.

Reason To Beliieve The new active formulation, which contains ultra-effective antioxidants such as ALA and vitamins, will restore the skin purity, providing ultra comfort. The advanced lyophilisation technique will guarantee the safety and effec-tiveness of the product.

Summary Statement No7 City Line - A pollution purifying technol-ogy

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CONCEPT SPECIFICATION

Lyophilisation is ‘a natural drying technique under cold and vacuum used for sensitive products’ (Lyofal, 2015) such as skincare cream and lotions. Lyophilisation is a revolutionary innovation in skincare, coming in a solid form. It offers many advantages as the chemical stability of the product.But most of all, due to the lack of preservatives, the freeze-dried product it is hypoallergenic, making it appropriate for consumers seeking products that are suitable for sensitive skin.In addition, Lyofal has highlighted the benefit to have a dry product that could actually protect the active ingredients such as antioxidants and vitamins making them more effective than normal in cream/gel prod-ucts.

Why Lyophilisation?The team strongly believes that this technique is the next big revolution in skincare and cosmetics and No7 should take advantage of this opportunity.

How It worksThe City Line products will be extremely easy to apply, seeing that they are applied onto wet skin to re-lease the active ingredients, re-forming the emulsion during the massage.In order to release the actives the dry product must be rehydrated at the time of use – done by:- applying them with a circular message on wet skin or using a wet brush (Prance, 2007) [Moisturiser/ Cleanser]- Infuse them in hot water [Toner]- Mix them with any lotion [ Mask]

Cleanser:

Freeze-dry gel pad. Add some drop of water and the pad will turn into a gel.

Toner:

Freeze dry powder to be infused in hot water

Moisturiser:

Freeze dry emulsion on a non-woven support; emulsion will re-form during

the massage

Mask:

Freeze dried powder to be mixed with water.

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Possible Partner

Lyofal is a B2B French Bio-tech company specialised in freeze-drying products. Lyophilisation is at the core of the company with more than 20 years of experience. Their customers are biotech and cosmetic laboratories. Boots could start a successful and innovative collaboration with Lyofal in order to gain the right experience and put it at the service of the end consumer. Their B&L cosmetic brand ‘develops innovating concepts on the basis of a common partnership’.( Lyofal, 2015)

These four products; cleanser, toner, mask and moisturiser were chosen based on the primary research. The survey identified that these are four of the most used products amongst consumers in their skincare regime, therefore, indicating ‘The City Line’ has high potential, as well as reducing the risk as consumers already incorporate such products in their daily routine.

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POLLUTION WELLTHYMARKET TREND PLATFORM

CONSUMER TREND

FINAL PRODUCT

FACTOR FEAR COCOONING/MIY

CONSUMER INSIGHTS

‘As a busy professional woman working in the city, I expose my skin to a series of aggressive agents which becomes an added stress to my day’

’I would like to express my uniqueness in everything I do, it could be nice to

change what’s in my skincare as I feel like it.’

PPFPollution protector Factor

The MIY techniqueLyophilized products

THE CITY LINE – YOUR PURIFYING TECHNOLOGY

SOLUTION

CONCEPT TEMPLATE

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POLLUTION WELLTHYMARKET TREND PLATFORM

CONSUMER TREND

FINAL PRODUCT

FACTOR FEAR COCOONING/MIY

CONSUMER INSIGHTS

‘As a busy professional woman working in the city, I expose my skin to a series of aggressive agents which becomes an added stress to my day’

’I would like to express my uniqueness in everything I do, it could be nice to

change what’s in my skincare as I feel like it.’

PPFPollution protector Factor

The MIY techniqueLyophilized products

THE CITY LINE – YOUR PURIFYING TECHNOLOGY

SOLUTION

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NPD’S SUBSTANTIATION

Consumer point of view - No preservatives;- Easy to apply;- Interactive experience;- Effective since they remain intact until the use- More concentrated- More bio-available for a better penetration- Appropriate for all skin type complexions

No7 Point of view

- Innovation and differentiation selling point- Chemically stable formulation;- Reduction of weight and volume ( water is the single greatest component of cosmetics. The cost of transporting and storing can be significant)

UK FEASIBILITY

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PERCEPTUAL COMPETITIVE MAP

COMPETITORSAnti-pollution and multi-protection SKINCARE products

Premium

Mass Market

Prevention Treatment

xUsing the above axis, we developed a per-ceptual map which provides insight into which markets are more heavily saturated in terms of products which treat and prevent pollution. As demonstrated in (Fig.9.) the most heavily saturated market is the premium market which displays brands such as Dior and Clairins of-fering a treatment for pollution. Whilst Clairins provides an ‘anti-pollution cleansing cream’, Dior offers consumers an ‘intense skin detoxify-

ing booster face serum’. Costing £25 and £67 respectively, they are targeting a more affluent consumer reflecting their position on the Y-axis. Meanwhile, the mass market for treatment is the least competitive, with only Simple offering a product, there is a gap in the market for a mid-dle mass market brand such as N07 to intro-duce an NPD which can respond to consumers rising concerns, in regards to the damage and effect pollution has on their skin.

Fig. 9.

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PRODUCT SPECIFICATION

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INGREDIENTS - THE PPF FACTOR

In order to be effective against pollution and UV rays, the new formulations have to contain a higher level of antioxidants and vitamins.

ALA Alpha Lipoic Acid

Alpha lipoic acid is considered the most powerful anti-aging, antioxidant, anti-inflammatories available. Alpha lipoic acid (ALA) is called “the universal antioxidant” and is easily absorbed through the lipid lay-ers of the skin. It is an incredible free-radical fighter with great benefits.

“How will this benefit my skin?”- Improves skin textures and skin tone.- Increase skin exfoliating capacity (removing dead skin cells).- Reduces sun-damage skin.- Skin colour is enhanced.- Minimises pore size.- Reduces the appearance of fine lines and wrinkles (Skinstore, 2015).

Hyaluronic acid

Found naturally in the second layer of the skin called the dermis, Hyaluronic Acid is a major component of the extra cellular matrix, responsible for the moisturising and firming of skin. When used in a cosmetic product, Hyaluronic Acid holds water to the skin’s surface, leaving a product with excellent moisture abilities without pore clogging oils.

“How will this benefit my skin?”- Increases skin smoothness.- Softens the skin.- Decreases wrinkles.- Removes waste matter from cells (Daya, 2014).

Vit A, C and B3

Topically applying vitamins A, C and B3 in the correct concentration can reduce the effects of ageing. These vitamins are effective in preventing damage, or correcting damage such as dark spots.

Vit A“How will this benefit my skin?”- Fade brown spots.- Reduces wrinkles.- Smooths roughness.

Vit C“How will this benefit my skin?”- Reduces wrinkles.- Smooths and firms the skin.- Fade brown spots.

Vit B3“How will this benefit my skin?” - Improves skin moisture.- Reduces redness.- Minimises dark spots.- Increases skin elasticity.

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WHERE

The NPD launch for No7 is divided into two phases. - Firstly in the UK, around all the Boots stores across the country;- Secondly it would a test and trial to target: - Australia as they are very health conscious; - Potential Asian countries like India and Pakistan where air pollution is particularly high and consumers are very conscious in regards to body and skincare due to the Humid climate. Pakistan has recorded one of the highest temperatures in the world with 53.5 °C (128.3 °F) on 26 May 2010. It is not only the hottest temperature ever recorded in Pakistan, but also the hottest reliably measured temperature ever recorded in the continent of Asia. (Climate of Pakistan, 2015). So introducing the City Line for such countries would be very beneficial for No7 and would also give them a chance to spread out globally.

PRICE

Rapid skimming strategy: launching the line at high price and high promotional level.

Pricing for ‘The City Line’ is based on No7’s existing prices in place for similar products. How-ever, due to the revolutionary and unique status it will have in the market, as the first B2C brand to use the formula ‘Lyophilisation’ in a skincare product No7 have the opportunity and advantage of using a more premium pricing strategy. The line ranges from £18 (cleanser) to £30 (moisturiser). It’s understood this is quite premium for No7, however, after speaking to consumers it was concluded that this would not put them off the product. They feel the benefits of the product outweigh the incremental rise in cost for these everyday skincare products.

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PRODUCT LIFE-CYCLE - TIMELINE

The product life cycle has 4 very clearly defined stages:

Research & Development

Launch

Growth Stage

January 2016

~2017

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Introduction Stage:

This stage will concern the development of the line. This stage could be quite expensive for No7. The freeze-drying process is an expensive technique and the time dedicated to research and development and consumer testing will be high demanding. There will be little or no competition and targeted promotion has to be created to maximise product awareness and to familiarise the consumer with the new technology.

Growth Stage:

If the product is as successful as predicted, sales will start to grow and new competitors will enter the market, slowly eroding the market share of this innovation. This stage will be associated by high levels of profits and a fast diffusion of the product.

Maturity Stage:

At this stage the product will be quite familiar to the consumer, widely available in the market and its distribution will be well established.

Decline Stage:

At this point, profit margins will start to decline. This may be due to technical obsolescence or change in customer needs and tastes.

Stage1: March – December 2015Stage2: January 2016 – 2019Stage 3: 2019-2022Stage 4: 2022-2026

Maturity

Decline Stage

January ~2019

January ~2022

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CONCLUSION

After analysing the market research conducted, an opportunity was identified. Consumers have become more aware of the effects the environment has on their skin, such as pollution.

In order for No7 to be innovative in the market, it’s essential that they react to this gap. Incorporating the key consumer trends; rise of ritual and mix-it-yourself makes lyophilisation the perfect technique to respond. It is strongly believed that this idea will be extremely revolutionary and unique in the market.

Throughout the development, the consumer has been at the core of this NPD. Their enthusiastic reaction to ‘The City Line’ suggests it’s potential in the market to appeal

to consumers functional as well as emotional needs.

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APPENDIX

Consumer Type - The four prototypes related to the Undauted Striver

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PRIMARY RESEARCH

FOCUS GROUP Consent to Participate in Focus Group

You have been asked to participate in a focus group held by Miriam Bakkali, Nicole Sansom and Nina Patel. The purposes of this group are: - to identify and understand consumer awareness and perception of the cosmetics brand No7;- to evaluate the potential of the innovation idea created for our university project. The information learned in the focus groups will be used to create a report and PowerPoint pres-entation for our module Brand Environment’s summative assessment. Your responses will remain anonymous and no names will be mentioned in the report. There are no right or wrong answers to the focus group questions. We want to hear many different viewpoints and would like to hear from everyone. We hope you can be honest even when your responses may not be in agreement with the rest of the group. In respect for each other, we ask that only one individual speak at a time in the group and that responses made by all participants be kept confidential.

I understand this information and agree to participate fully under the conditions stated above:

FOCUS GROUP SAMPLE: Samples: 5 women Age: 23 - 29Nationalities: English, Italian, AmericanEducation: Higher Education

Introduction:- Moderator presentation- Introduction of the consent form

First Part: General introduction & skincare regime- How important is skincare to you?- Which product do you use?- Which Skin care brand do you use?- Why do you choose the brand? Which features are important in your skincare product?- Does the ingredient in a product influence your purchasing decision?- Do you like products that you can interact with? Like mix-them …- What is the main reason for you to take care of your skin?- How much do you spend on your skin care regime?- Where do you buy your products? Online, department store..- Do you like try out new innovative skincare products?

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Second Part: Brand awareness- Do you know No7?- How do you perceive it?- Have you ever bought anything? If yes, what and why- If you have to associate an animal with the brand, what would it be?

Third Part: Idea Evaluation- Are you aware of the impact of the environment has on your skin? (example)- Would you be willing to purchase a product that prevent these factors?- How much would you be willing to spend on this kind of product?- Are you aware of Parabens and their side effects? - What if, we create a product that fights against pollution and in the same time is parabens-free? Would be interested to try it?[SHOW THE PROTYPE and explain the new concept]- Would you be willing to try this completely new concept?- What do you think are the strengths of this idea?- There is anything that you don’t understand?

Conclusion-Thank you

CONSULTANCY MR. PATEL - DOCTOR

QUESTIONS 1. Have you had any patients arrive with the problem of pollution affecting their skin? ‘There has never been a patient come to me specifically regarding pollution but I am aware as a doctor the affects it has on the skin!’ 2. Are there any medications for skin that is affected by pollution? ‘There isn’t any medications for this problem, I would just recommend a good daily face scrub and moisutiser to get rid of residue and keep the skin moisturised.’ 3. What ingredients would you recommend for a product for this problem? ‘A key ingredient I would say for pollution would be anti oxidants and Vitamins including Vitamin A certainly!’

MRS. SILVIA D’AMICO - PHARMACIST QUESTIONS 1. ‘How the pharmaceutical and dermo-cosmetics industry are reacting to the raising problem that pollution cause to the skin?’‘There is a sensible raise of products with specific ingredients such as antioxidants and vitamins that are key to contrast pollution effects on skin, such as dark sports and wrinkles’.

2. ‘How lyophilisation could be applied to cosmetics?’Lyophilisation is a common practise to preserve active ingredients in drugs. It could be easily ap-plied to cosmetics with effective results and even facilitating the product’s application’.

3. ‘How do you think lyophilisation could improve the everyday cosmetics?’‘I think it could be an innovative idea seeing that you could get rid of all the preservatives that are now necessary to preserve the formulation, such as parabens.’

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QUESTIONNAIRE - SURVEY MONKEY

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References:

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Articles• Allison., R (2014). Men’s Skincare [online] Available at: http://www.dermascope.com/resources/men-s-skin-care#.VPnj_fmsV8F [Accessed on 02.03.2015]• Allison., R (2014). Men’s Skincare [online] Available at: http://www.dermascope.com/resources/men-s-skin-care#.VPnj_fmsV8F [Accessed on 02.03.2015]

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Reports• Consumer Trends, (2015). ‘Trends shaping 2015’: Mintel. [Online] Available at: http://www.mintel.com/en/uk-consumer-trends-2015/ [Accessed on 12.02.2015]• Libby, C., (2014). Colour Cosmetics UK: Mintel. [Online] Available at: http://academic.mintel.com/dis-play/709794/ [Accessed on 20.02.2015]• Libby, C., (2014). Facial Skincare UK: Mintel. [Online] Available at: http://academic.mintel.com/dis-play/704093/ [Accessed on 20.02.2015]• LSN: Global, (2014). Beauty+ Report. [Online] Available at: http://staging.lsnglobal.com/trends/view/2149?pdf [Accessed on 22.02.2015]• Monk, Hilary., (2015). Beauty Retailing UK. [Online] Available at: http://academic.mintel.com/dis-play/715707/ [Accessed on 20.02.2015]• TrendWatching, (2014). Beauty and Personal Care Industry Report. [Online]. Available at: https://now.ntu.ac.uk/d2l/le/content/311127/viewContent/1443336/View [Accessed on 20.02.2015] Video • ZmdSkinCare, 2012. ‘ Pollution. Does it damage my skin?’. YouTube. Available at https://www.you-

tube.com/watch?v=c6gWFvWL7TM [Accessed 23.02.2015]• Dr. Kimberley J. Butter, 2009. ‘Air pollution, how it affects skin’. YouTube. Available at https://www.

youtube.com/watch?v=3C67lBIl9p0 [Accessed 23.02.2015]

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• Canal De Cosmeticos, 2012 ‘ Lyophilization in cosmetics’. YouTube. Available at https://www.youtube.com/watch?v=o1eD2o7UytI [Accessed 23.02.2015]

Websites• Adams M. E., ‘Alpha lipoic Acid and Skin health’. Livestrong. Available at http://www.livestrong.com/article/68546-alpha-lipoic-acid-skin-health/ [Accessed 23/02/2015]• Barker Chris, (2013). ‘Saturated markets for UK cosmetics industry’. Cosmetics design - Europe. [Online]. Available at: http://www.cosmeticsdesign-europe.com/Market-Trends/Report-predicts-slow-er-growth-saturated-markets-for-UK-cosmetics-industry [Accessed on 27.12.2014]• BBC, (2014). ‘UK economy’. [Online]. Available at: http://www.bbc.co.uk/news/business-28800141./ [Accessed on 22.02.2015]• Belisa, S., (2012). Boots To Reposition Its No7 Brand. [Online]. Available at: http://search.proquest.com/docview/1038140010/CA43DCB288D74E2CPQ/63?accountid=14693 [Accessed on 14.02.2015]• Boots Company PLC, (2015). The Modern Era. [Online]. Available at: http://www.me.boots.com/de-tailed-history/the-modern-era.aspx [Accessed on 14.02.2015]• Boots, (2015). N07 Cosmetics. [Online]. Available at: http://www.boots.com/en/No-7/ [Accessed on 02.03.2015]• Brand Republic, (2005). Super brands Case Studies No7. [Online]. Available at: http://www.brandre-public.com/article/464972/superbrands-case-studies-no7 [Accessed on 14.02.2015]• Climate of Pakistan, (2015). [Online]. Available at: http://en.wikipedia.org/wiki/Climate_of_Pakistan [Accessed on 14.02.2015]• Daya Shabir, 2014. ‘Hyaluronic Acid’. Available at https://www.victoriahealth.com/editorial/hyalu-ronic-acid-the-anti-ageing-nutrient [Accessed 23/02/2015]• ETAT PUR, (2012). ’Skin pollution’. [Online]. Available at: http://www.etatpur.co.uk/index.php/ef-fect-pollution-skin [Accessed on 23.02.2015]• ETAT PUR, (2015). The Effects of Pollution on your skin. [Online]. Available at: http://www.etatpur.co.uk/index.php/effect-pollution-skin [Accessed on 15.02.2015]• Europa, (2013). ‘REACH regulations’. [Online]. Available at: http://ec.europa.eu/enterprise/sectors/chemicals/reach/index_en.html [Accessed on 15.02.2015]• FDA, (2014). ‘Lyophilisation of Parental (7/93). US Food and Drug Administration. [Online]. Available at: http://www.fda.gov/ICECI/Inspections/InspectionGuides/ucm074909.htm [Accessed on 25.02.2015]• Forbes, (2014). ‘Shaping the future trends’. [Online]. Available at: http://www.forbes.com/sites/sap/2014/01/24/chew-on-this-3d-food-printing-could-soon-be-a-reality/ [Accessed on 22.02.2015]• GCI Magazine, (2010). ‘Beauty innovation’. [Online]. Available at: http://www.gcimagazine.com/business/management/innovation/99878449.html?page=5 [Accessed on15.02.2015]• L’Oreal, (2014). ‘Annual Report 2013’. [Online]. Available at: http://www.loreal-finance.com/eng/annual-report [Accessed on 15.01.2015]• LSN: Global, (2014). Beauty+ Report. [Online]. Available at: http://staging.lsnglobal.com/trends/view/2149?pdf [Accessed on 22.02.2015]• Lyofal, 2015. ‘ Group Synerlab Lyofal’. Available at http://www.lyofal.fr/en/produits.php?ITEM=4 [Accessed 23/02/2015]• Mcalonan, E., (2013). Why this ‘miracle’ anti-ageing serum may actually live up to the hype. [On-line]. Available at: http://www.dailymail.co.uk/femail/article-2627597/Why-miracle-anti-ageing-serum-actually-live-hype-Beauty-editor-ELSA-McANLONAN-tests-Boots-new-super-serum-secret.html [Accessed on 20.02.2015]• McDougall Andrew, (2013). ‘Topically applying vitamins can help us look younger say skin doctors’. Cosmetics design. [Online]. Available at: http://www.cosmeticsdesign.com/Formulation-Science/Topically-ap-plying-vitamins-can-help-us-look-younger-say-skin-doctors [Accessed on 14.02.2015]• No7 Newsroom, (2013). Boots Usage & Attitude Study. [Online]. Available at: http://www.no7news-room.co.uk/news-listing/latest-news/no7-beautiful-skin-dark-circle-corrector/ [Accessed on 14.02.2015]• PR Newswire, (2011). Boots’ No7 Skincare Products Earn the Renowned Good Housekeeping Seal. [Online]. Available at: http://www.prnewswire.com/news-releases/boots-no7-skincare-products-earn-the-re-

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nowned-good-housekeeping-seal-126244438.html [Accessed on 14.02.2015]• Prance Louise, 2007. ‘Freeze dried cosmetics challenge natural competitors’. Cosmetic Design. Availa-ble at http://www.cosmeticsdesign-europe.com/Formulation-Science/Freeze-dried-cosmetics-challenge-natu-ral-competitors [Accessed 25/02/2015]• Prevention,2013. ‘5 best Vitamins for beautiful skin’. Available at http://www.prevention.com/beau-ty/skin-care/5-best-vitamins-beautiful-skin/5-vitamin-k-dark-circles [ Accessed 23/02/2004]• Richardson, Y., (2015). Brand and Market Briefing. [Online]. Available at: https://now.ntu.ac.uk/d2l/le/content/311127/viewContent/1453355/View [Accessed on 14.02.2015]• SkinStore, 2015. ‘Alpha Lipoic Acid’. Available at http://www.skinstore.com/alpha-lipoic-acid.aspx.[Accessed 23/02/2015]• Statista, (2014). Size of the global hair care market from 2012 to 2021. [Online]. Available at: http://www.statista.com/statistics/254608/global-hair-care-market-size/ [Accessed on 22.02.2015]

• Telegraph, (2013). ‘Laws for beauty products’. [Online]. Available at: http://fashion.telegraph.co.uk/beauty/news-features/TMG10171734/New-labelling-laws-for-beauty-products.html [Accessed on 22.02.2015]

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LIST OF ILLUSTRATION

Girl Silhouette (2013) by Pinar [online] Available at http://www.mymodernmet.com/pro-files/blogs/aneta-ivanova-dou-ble-exposure-portraits [Accessed on 20/02/15]

White clouds [2015] by vesti-aire collective [online] Available at https://www.pinterest.com/pin/482096335086081554/ [Accessed on 20/02/15]

Pollution [2010] by ChinaMan [online] Available at http://www.china-mike.com/facts-about-china/facts-pollution-en-vironment-energy/ [Accessed on 24/02/15]

No7 Protect & Perfect (2015) by Boots [online] Available at http://www.boots.com/en/No7-Protect-Perfect-Intense-Day-Cream-SPF-15_1259451/ [Accessed on 20/02/15]

Labelling products [2013] by Cashe Available at https://s-media-cache-ak0.pinimg.com/736x/ce/b3/01/ce-b30190f.jpg [Accessed on 24/02/15]

Point of View [2015] by Year-Book ideas. Pinterest. [online] Available at https://www.pinterest.com/emiliepaige/yearbook-ideas/[Accessed on 20/02/15]

No7 Counter [2014] by Quan-tum. [online] Available at http://www.quantum4.co.uk/[Accessed on 20/02/15]

Beauty trade [2013] by The Clip Artist. [online] Available at http://stylistblog.greatclips.com/top-5-tips-to-make-the-most-of-a-beauty-industry-trade-show/[Accessed on 22/02/15]

Girl’s face [2015] by Lau-ren Ridinger. Pinterest. [on-line] Available at https://www.pinterest.com/pin/551479916843426745/[Accessed on 20/02/15]

Point of View [2015] by Year-Book ideas. Pinterest. [online] Available at https://www.pinterest.com/emiliepaige/yearbook-ideas/[Accessed on 20/02/15]

‘Where dreams will take you’ [2013] by Antonio Moro [on-line] Available at http://www.doctorojiplatico.com/.../anto-nio-mora-where... [Accessed on 05/02/15]

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Coffee break (2014) by La-dybe [online] Available at 5498ff8e8676c_-_hbz-the-future-of-beauty-lead.jpg [Accessed on 05/03/15]

Binoculars (2014) by Lucy [on-line] Available at https://knick-ersinatwistblog.files.wordpress.com/2014/04/woman-look-ing-through-binoculars.jpg [Ac-cessed on 01/02/15]

Gorgeous skin (2014) by Amanda First [online] Available at http://www.brides.com/blogs/aisle-say/2014/04/overnight-skin-care-wedding-tips.html? [Accessed 03/03/15]

London skyline (2013) by juas [online] Available at http://www.p1600.com/8cc276a6-5814-4bd8-844d-507a204325ed/gallery/2013/.jpg

Watercolour painting (2015) by Artollo [online] Available at http://www.artollo.com/art/fairy-somnia/london-water-color-painting/ [Accessed on 03/03/15]

Coffee break (2014) by Brei-se [online] Available at https://breisebreiseleighgoleire1969.wordpress.com/2014/05/23/a-distant-dwelling/ [Accessed on 05/03/15]

Spinach Pest (2010) by VV [online] Available at https://veganvisitor.wordpress.com/2008/03/03/spinach-pes-to/ [Accessed on 01/03/15]

Airviation (2014) by Annette [on-line] Available at http://csebas-tian.tumblr.com/page/2 [Accessed on 06/03/15]

Top restauraunts (2014) by DYW [online] Available at http://www.designyourway.net/blog/inspiration/restaurants-and-cof-fee-shops-with-beautiful-interi-or-design/ [Accessed 03/03/15]

Lady and smoke (2014) by Teen-vogue [online] Available at http://www.teenvogue.com/beauty/skin-care/2014-08/pollution-skin [Accessed on 05/03/15]

report 10.03 version 2

Documents