Sleek
Transcript: Kathryn Harwood, Charlotte Knight, Zuzanna Gierszewska, Rachel Newman, Gerda Kirkutyte. Introduction Who are we? - In this presentation we will be portraying our idea - How we got there -How we think its going to work - How we are going to make it work Our Idea Our Idea Shop Safari Superdrug Boots Shop Safari Fig. 1 Our Mission Our Mission We believe in embracing everyones inner beauty and letting people be who they want to be. Affordable, everyday use. Fig. 2 Our Vision Our Vision Stand out product Unique selling point Festival/ Limited Edition Increase Brand Awareness Constantly connecting with consumers. Methodolgy Methodolgy Primary Secondary Fig. 3 Fig. 4 Fig. 5 Fig. 6 Fig. 7 Fig. 8 Ashley Our Customer - 21 years old - Studying Fashion Design, currently is in her final year at university. - She has a disposable income due to having a job and a student loan. - Fashion style: hipster, feminime, classy, trendy. - Makeup style: bright, feminine, colourful. - Loves travelling, going out with friends, taking pictures and posting them on her social media accounts. Watching YouTube videos, especially makeup tutorials and makeup product reviews. - Loves going to festivals, is responsible for doing her friends festival looks. - Always looking forward in trying new products. Fig. 9 - Unique makeup product that will make them stand out of the crowd. - Trend setting looks, that will inspire others when posted on social media. - Travel size friendly products, practical for fitting in bum bags and makeup bags. - Light and smash proof plastic casing. - Long lasting, waterproof products. What customers are missing What customers are missing Fig. 10 Fig. 11 Fig. 12 Fig. 13 Fig. 14 Fig. 15 Solution Solution 'Temp it up, glow it up' Fig. 16 Colour changing, heat activated highlighter stick The Product The Product Fig. 17 Shade Ranges Shade Ranges Fig. 18 Fig. 19 Fig. 20 Prototypes Prototypes Fig. 21 Packaging Packaging Side Front Side Back Fig. 22 Fig. 23 Fig. 24 Fig. 25 Front Front Back Fig. 26 Fig. 27 Sides Sides Fig. 28 Fig. 29 Brand CHAOS Make-Up has previously tried to create something like this, however nothing has been released like the product which we are trying to create. Evidence Evidence LEUCO DYES Organic, safe dyes Colour changing abilities between -5 and +60 Celcius degrees Come in a powder form and can be mixed with water or water based products and applied on desired surface Used in production of colour changing mugs, temperature indicators, toys, temperature sensitive hair dyes can be created to be either cold or heat activated RED 27 FDA-approved for use in pharmaceuticals and cosmetics pH causes the dye to change colour widely used in cosmetics like lipsticks can remain clear or be dyed an array of wild colors Product development may be expensive The product could not work Will the product formula dry out and not last long? People may not like it Bigger competitors could copy the idea and do better Risk Risk Being recognised as innovative brand Gaining more brand awarness across social media Possibility of collaboration with festival performers like Rita Ora/ Dua Lipa Being more desiarble by younger audience Possibility of creating pop up stores on music festivals Creating instagram ready looks for festival participants Reward Reward Overview Overview Creating a colour changing, heat activated highlighting stick, which is unique to the beauty market. - By creating this product Sleek are accessing a new and wider target audience, expanding their customer base and also creating a greater profit for the brand if the product is a success. Fig. 30 Fig. 31 The Product The Product A colour changing, heat activated highlighter which adapts to the wearers changing body temperatures. Our product will be priced at £12.99. Through focus groups and predicting financial outcomes, our product will have a Total Annual Value of £1,520,986.11. With a total awareness of 836,350. We predict this product will be a success within the beauty industry and also within the festival and summer trend. Fig. 32 Following on from the success of the highlighter, Sleek aim to produce a colour changing, heat activated lip stick and eyeshadow product range. Focusing on current macro trends we will develop products further around our customers needs and wants, we will learn this from further focus groups and prinary research. Development Development Fig. 33 Fig. 34 - Focusing on festivals and the summer party season, Sleek will release this product around April-May time, ready for the festivals to begin. - With the target market in mind, Sleek will market their product through social media and online, due to online platforms such as Instagram and Snapchat being used daily by their customers. They will also produce a TV advertising campaign to create awareness around the new product, as some people may be sceptical of the product. -Reachig out to Bloggers and influencers The Marketing The Marketing Fig. 35 The Launch The Launch Fig. 36
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