2. 2
Bakkali Miriam
Nasir Amna
Patel Nina
Sansom Nicole Chloe
Whitford Alice
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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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Words: 3781
6. 6
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.
7. 7
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 research
Section 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
10. 10
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.
11. 11
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
12. 12
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
RechargeableManicure 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
PamperingDry 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
PerfectlyBronzed 360 Self Tan Spray
Light/Medium
PerfectlyBronzed 360 Self Tan Spray Medium/Dark
PerfectlyBronzed Self Tan Quick Dry Tinted Lotion
Light/Medium
PerfectlyBronzed Self Tan Quick Dry Tinted Lotion
Medium/Dark
PerfectlyBronzed 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 & Luminate
for ages (45-60)
Restore & Renew
for ages (60+)
Dry/Very
Dry
Normal/Dry
Normal/Oily
Treatments&
Rescue Remedies
Daily V
13. 13
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 NPD
strategy 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
16. 16
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.
17. 17
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.
18. 18
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.
19. 19
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.
20. 20
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.
21. 21
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.
22. 22
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
24. 24
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
28. 28
Opportunity identification is the initial stage in the new product development process where ideas
are 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 and
consumer 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
29. 29
IDEAS GENERATION
SCALP RENEWAL
What: A new Haircare line
Features: 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.
30. 30
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.
31. 31
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
routine
B. 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
32. 32
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 works
The 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.
33. 33
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.
35. 35
WELLTHY
COCOONING/MIY
’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.’
The MIY technique
Lyophilized products
R PURIFYING TECHNOLOGY
36. 36
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
37. 37
PERCEPTUAL COMPETITIVE MAP
COMPETITORS
Anti-pollution and multi-protection SKINCARE products
Premium
Mass Market
Prevention Treatment
x
Using 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.
42. 42
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.
43. 43
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.
44. 44
PRODUCT LIFE-CYCLE - TIMELINE
The product life cycle has 4 very clearly defined stages:
Research & Development
Launch
Growth Stage
January 2016
~2017
45. 45
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 2015
Stage2: January 2016 – 2019
Stage 3: 2019-2022
Stage 4: 2022-2026
Maturity
Decline Stage
January ~2019
January ~2022
46. 46
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.
49. 49
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 - 29
Nationalities: English, Italian, American
Education: 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?
50. 50
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.’
54. 54
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58. 58
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
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