1

N0251260 - FASH30071Negotiated Project Stage Two: Implementation

2

3

For The Body Shop to launch Tri-Plicity as an inno-

vative product for 2013, the brand must

communicate the new approach to skincare to

the consumer. Recognising that The Body Shop

was once an interactive and personal brand

(Stage One: P18), the campaign for this launch will

need to develop a personal tone that relates to its

consumer.

To achieve this, a number of communication

trends were studied to inspire the campaign

launch. Addressing a target consumer as a strong

focus for the campaign, The Body Shop needs to

address a direct consumer and create a campaign

that will maximise coverage of the product and

brand.

4

today’s consumerTri-Plicity’s Key Consumer Groups

5

consumer

Currently, the skincare market relies on the use of

anti-aging products (Stage One: P24) and is over-

saturated with either anti-aging or teenage skin

products. This leaves a large gap of consumers

between the ages of 20-35, who subsequently are

more consistent beauty shoppers (Mintel Facial

Skincare 2011: Online). Additionally, it has been

shown that socio-economic groups ABC are more

likely to value quality in goods. This highlights a

key consumer to target.

The ‘mid-aged’ consumer appreciates quality

products and is willing to invest in products they

feel are of benefit.

As Tri-Plicity is a life-adapting skincare product, it

would target women at any age in their skin

cycle. Tri-Plicity will focus on three target con-

sumers aged 20-34: The Uplifting Enthusiast, The

Enhanced Visionary and The Refined Optimist.

“I prefer more upmarket products as I feel they are a lot bet-ter for your skin, and also make you feel better about your-self using and wearing them.”

16-24-year-old, ABC1 female

(Mintel Facial Skincare 2011: Online)

Introduction to Consumer

6

today’s consumer:

Meet Sophie...

Age: 21 Occupation: Student + Part-Time Retail Assistant

Studying: Ba(Hons) Fashion DesignLocation: Birmingham

Accommodation: Lives with Parents

7

today’s upliftingenthusiast

Figure Twenty-Six: ‘Today’s Uplifting Enthusiast, Sophie Rogers’, by Lucy Barrett

8

today’s consumer:

Figure Twenty-Seven: ‘The Uplifting Enthusiast - Top Five Beauty Products’, by Lucy Barrett

9Figure Twenty-Eight: ‘The Uplifting Enthusiast - Top Three Priorities’, by Lucy Barrett

10

today’s consumer:

Figure Twenty-Nine: ‘The Uplifting Enthusiast - asked ‘What five items represent you?’ , by Lucy Barrett

‘love to go out’

‘my degree’

‘animal lover’

‘love of fashion’

‘social life’

11

a chat with Sophie...

(An interview with ‘The Uplifting Enthusiast - Sophie Rogers ‘ target consumer, by Lucy Barrett)

12

tomorrow’s consumer:

Meet Holly...

Age: 26Occupation: Full-Time Designer

Location: HalesowenAccommodation: Just bought first house

13

today’s enhancedvisionary

Figure Thirty: ‘Today’s Enhanced Visionary, Holly Longmore’, by Lucy Barrett

14

tomorrow’s consumer:

Figure Thirty-One: ‘Today’s Enhanced Visionary, Top five beauty products ’, by Lucy Barrett

15Figure Thirty-Two: ‘Today’s Enhanced Visionary, Three Top Priorites’, by Lucy Barrett

16

tomorrow’s consumer:

Figure Thirty-Three: ‘Today’s Enhanced Visionary, when asked What five items represent you?’, by Lucy Barrett

‘my fitness’

‘my work’

‘social life’

‘home comforts’

‘my creativity’

17

a chat with Holly...

(An interview with ‘Today’s Enhanced Visionairy - Holly Longmore’ by Lucy Barrett )

18

tomorrow’s consumer:

Meet Charlotte...

Age: 33Occupation: Sale Manager

Location: KidderminsterAccomadation: Owns House, lives with Husband and

Daughter

19

today’s refinedoptimist

Figure Thirty-Four: ‘Today’s Refined Optimist - Charlotte Hacket’, by Lucy Barrett

20

tomorrow’s consumer:

Figure Thirty-Five: ‘Today’s Refined Optimist - Top five beauty products’, by Lucy Barrett

21Figure Thirty-Six: ‘Today’s Refined Optimist - Top Three Priorites’, by Lucy Barrett

22

tomorrow’s consumer:

Figure Thirty-Seven: ‘Today’s Refined Optimist - when asked What five items represent you?’, by Lucy Barrett

‘my little girl’

‘love to indulge’

‘dedication’

‘keeping fit’

‘my family life’

23

a chat with Charlotte...

(An Interview with ‘The Refined Optimist - Charlottle Hackett’, by Lucy Barrett)

24

Studying three key consumers has identified simi-

larities in the age groups; despite being at differ-

ent stages in their lives and having different

priorities, three of the underlying problems of

stress, hormones and weather affected all of their

skin.

They all showed similar attitudes to beauty

advertising, describing it as ‘fake’ (See Interview).

A need for ‘real’ advertisements was illustrated

and it was felt that a humorous and lighthearted

approach appealed most to the three groups.

The launch of Tri-Plicity will aim to target the

youngest of these consumer groups, ‘The Uplift-

ing Enthusiast’; but the product has been

developed so that it can stay with the consumer

through their life development.

today’s key consumer:

25

26

27

tomorrow’s advertising:

Some of the most successful campaigns over the

past few years have been conducted through

social media marketing. As social media platforms

become more popular worldwide, brands have

had to increase their engagement.

“the role of social networking sites is encouraging

a greater degree of intimacy between consumer

and brand” ( Taylor, N 2012: WGSN Online)

The Body Shop stated the importance of using

social media in its future marketing, as it is both

cost effective and personal. By launching a prod-

uct that has a new USP to communicate, The Body

Shop needs to create a personal campaign that

can develop a relationship between consumer

and product. Social media is the most effective

way to do this, monitoring interactions and con-

versations directly with brands and the consumer.

Campaign Inspiration

28

Figure Thirty-Nine: ‘Ben & Jerry’s Fair Tweets’ Social Media Camapign

Figure Thirty-Eight: ‘Pepsi Social Vending’ Campaign

29

yesterday’s social media:

Many successful campaigns add incentives

to engage with the user. The success ofspe-

cific campaigns has shown that consumers

respond well when given incentives. This

creates a talking point and illustrates the

brands have a personality.

Three case studies includes ‘Pepsi’s

Social Vending’, involving more consumers

as a pass on effect (Pepsi Co 2011: Online).

Another example includes ‘Ben & Jerry ’s Fair

Tweets’, which promotes its Fair Trade Ice

Cream. Although they do not offer an actual

gift, something that the consumer can see

as a benefit is enough for them to gain

satisfaction (Digital Buzz 2012: Online).

Successful Social Media

30

yesterday’s campaigns:

The final case study is the ‘Kotex Women’s

Inspiration Day’, giving personalised gifts

to targeted individuals. The return on this

small investment resulted in nearly 100% of

consumers using platforms to communicate

about the brand’s actions, spreading the

word and awareness, and creating positive

and successful perceptions to a larger

consumer base than anticipated.

After reviewing the communication of other

brands, The Body Shop would benefit from

more social media attention from the con-

sumer. While its current platforms create

interaction, more focused campaigns would

reach a wider audience. This would give the

consumer an incentive to interact with the

company, resulting in an increase in traffic.

31

yesterday’s campaigns:

Figure Forty: ‘Kotex Women’s Inspriration Day’ Pinterest Campaign

32

today’s for sharing:Consumer Trends in Photosharing

Figure Forty-One: Photo-Sharing Statistics (See Appendix for Source) By Lucy Barrett

33

today’s for sharing:Since 2010, the amount of photo-sharing through

the use of social-media platforms has risen by

nearly 30% ( Visually 2012: Online). Most common-

ly shared through Facebook and Twitter, this trend

is dominated by a female consumer group.

Nevertheless, interacting through the

use of sharing activities, purchases and social life

has never been more popular, especially among

consumers between the ages of 25-30 ( WGSN

2012:Online). Brands capitalising on this trend

have seen benefits from consumers sharing prod-

ucts and interactions.

34

1. FORD FIESTA ‘Fiestagram’ Social Media Campaign2. Instaprint - Instagram print out stations enhancing consumer

involvement3. First Fashion Shoot to be taken with Instagram 2012

today’s for sharing: today’s for sharingThe rise of Instagram

Figure Forty-two: ‘Instragram Moodboard Trends’, by Lucy Barrett

35

today’s for sharing: today’s for sharing

The biggest player in this trend has been the rise

of Instagram. Recorded as the fastest growing

platform of social media, it continues to grow

rapidly. Another advantage of this platform is the

use of sharing though other networks; sharing on

a broader scale.

Brands have adopted this trend by creat-

ing purpose for consumer to share the things they

like and link to their social media platforms, such

as the launch of the new Ford Fiesta, who turned

every day ‘snaps’ into prizes.

Despite Instagram being criticized for its ‘easy’

approach to photography, consumers are quick

to adopt simple and enjoyable applications. The

launch of Instaprint meant users’ photographs

could be turned into objects, creating simple,

Polaroid-like images for friends to share, frame

and keep. Instagram has also found its way into

high fashion, with 2012 seeing the first fashion

photo-shoot carried out using the app by director

Nick Knight.

By The Body Shop embracing this trend,

photo-sharing could create ways of enjoyable

communication. Sharing is something that does

not alienate the consumer any more; young con-

sumers are willing to share their lifestyles daily

through frequent updates of Facebook and

Twitter and for social media success it is vital that

brands welcome this new culture and get

involved ( WGSN 2011:Online).

Figure Forty-Three: ‘Instagram Facts’ (See Appendix for Source), by Lucy Barrett

36

today’s for sharing:

Another growth in social media trends has been

the global adoption of Pinterest. Unlike other

forms of sharing, Pinterest encourages users to

express their inspiration and personal taste. The

success has resulted in a mainly female, young

consumer using the website and it has been re-

corded that Pinterest has been shown to generate

the most traffic to other websites (Crook, J 2012:

Online). This is vital for brands to incorporate as

links on Pinterest can generate a vast amount of

web traffic directly to brands’

websites.

As Pinterest is still relatively young in the

market of social media, only a few brands have

incorporated the website as a way of connecting

with their consumer. But as Pinterest’s growth has

been phenomenal, further brands are expected to

become involved soon.

The rise of Pinterest

Figure Forty-Four: ‘Pinterest Fact Moodboard’ (See Appendix for Source), by Lucy Barrett

37

today’s for sharing:

1. ASOS Rucksack Challenge - users took photos of their rucksack contents

2. Peugeot Jigsaw Competition - users had to guess the missing pin from boards

3. Harrods Jubilee Party - users had to pin what they would like to see in harrods window display

Existing brand involvement has

included ASOS, Peugeot and Harrods

using consumer interaction with their

brands. But Pinterest also shows an in-

valuable insight that brands can learn

from their consumers by being able to

observe their personal interests: such

as the KOTEX campaign mentioned

previously.

today’s love of sharing:

Figure Forty-Five: ‘Pinterest Campaign Moodboard’

38

today’s real woman:Trend Prediction has identified that, in 2013,

real people will play a vital part in advertis-

ing ( WGSN 2012:Online). Consumer inter-

views have shown that while they do like to

see celebrities in advertisements, they also

feel it makes the products seem inaccessible

(Consumer Interview: See Appendix).

Nivea has continued to adopt this

trend by celebrating its 100th birthday.

The ‘Get a Little Closer ’ campaigns show real

people in real relationships and illustrate

playful affection. The campaign went around

the country and, by using everyday people in

its advertisements, increased the likelihood

that the consumer may know someone who

was involved, thus appealing to mass

audiences.

Figure Forty-Six: ‘Nivea ‘Get a Little Closer Campaign’ , images sourced by Lucy Barrett

Involving Real Women in Advertisting

39

today’s real woman:

Figure Forty-Seven: ‘Nivea ‘Get a Little Closer Campaign Advert’ - Model Sophie Rogers ‘The Uplifting Enthusiast’ Target Consumer

40

today’s real woman:

Figure Forty-Eight: ‘Real Women in Advertising Moodboard’, by Lucy Barrett

41

With leaders Dove campaigning for real

beauty, by using real people in advertising,

consumers see products as demonstraing

better results. Other examples included in

Figure Forty-Eight, display the forward

movement of no longer using edited and

unrealistic beauty figures: getting consumers

involved in the advertisements is now seen

as a positive.

Brands Using Real Beauty

42 CASTING

tomorrow

’s beauty:

43CASTING

“women spend a lot of time analysing advertising and want to see more realistic campaigns”

(Costa, M 2012: Online)

For the launch of TRI-PLICITY skincare, casting the

right model is of vital importance. Consumers are

demanding ‘real’ beauty, so the choice of model

will be made with specific characteristic require-

ments. Additionally, The Body Shop’s

focus will be to create a relationship, so the model

chosen should appear to be a friendly, approach-

able character. Displaying positive emotions and a

playful attitude will best illustrate the focus of the

campaign and The Body Shop.

Choice of Casting

Figure Forty-Nine: ‘Casting Inspiration’ By Lucy Barrett

44

meet today’s beauty...Choosing The Right Model

45

meet today’s beauty...Choosing The Right Model

Figure Fifty: ‘Model Moodboard’ photoshoot by Lucy Barrett

46

today’s a gift:

(Trend Briefing 2011: Online)

Random Acts of Kindness Campaigns

Figure Fifty-One: ‘Random Acts of Kindness Moodboard’ by Lucy Barrett

47

Relating to Incentives and sharing trends,

RAK offers another way of consumer interac-

tion with the brand. Brands that have been

successful doing so are shown in Figure

Fifty-One.

As The Body Shop is known for its continual

acts of campaign and social activist attitude,

it would be fitting for the brand to give back

to its consumer, illustrating how it cares.

“ R.A.K. are just a fun and light-hearted demonstration of how brands can access some of this publicly available informa-tion to brighten consumers’ days “

(Trend Briefing 2011: Online)

Figure Fifty-Two: ‘Heinz Get Well Soon’ Personalised Campaign

48

today’s responsible choice:Adopting Ethical Purchasing Dec

Figure Fifty-Three: Examples of Brands Refilling Goods, by Lucy Barrett

49

today’s responsible choice:Adopting Ethical Purchasing Dec

Figure Fifty-Four: Marks & Spensers SHWOP Campaign Advert 2012

50

51

By selecting key trends and case studies

that identify the importance of building a

relationship with a consumer, an approach

for the implementation strategy of The Body

Shop has been concluded. Highlighting the

success of brands that have engaged their

consumer effectively, demonstrates how

consumers are wanting more from brands.

Consumer demands for 2013 for ‘Truth’ and

‘Beauty’ are these advertising techniques

(See Stage One: P42) and to build a

relationship The Body Shop must convey

their genuine and caring approach to

skincare and Tri-Plicity.

Summary of Campaigns