Sarah Abraham

Sarah Abraham

COURSE: Fashion Business & Promotion 2018

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Intuitive

'Enlighten Your Skin'

Intuition is about knowing something instinctively; this product range wants to allow consumers to feel as though they know their own skin instinctively.

Final year projects have focused on the skincare market as this is a sector that I would like to pursue a career in. Having been given the opportunity to base my final year studies on the market, it has allowed me to gage further knowledge on the industry and create my own hypothetical skincare concept. The concept for the brand NIVEA targets a new younger consumer demographic. Educating them on the importance of a daily skincare routine and knowing your own skin.

‘62% of 16-24-year-olds have experienced a skin condition in the last 12 months’ (Mintel, 2017), it’s important that consumers know what their own skincare needs are. It means that consumers can be confident in their purchasing of skincare products and not have to go through ‘trial and error’ when trying a new product that could potentially aggravate their skin. Not only is the focus on skin types, but also, the ingredients as ‘41% of facial skincare users look for products with specific ingredients’ (Mintel, 2017). With consumers now becoming more sceptic of what goes into products, the Intuitive product range educates the consumers on prominent ingredient functions so, therefore, they can know why specific ingredients work best for certain skin types.

In a primary research survey, it was found that 37% of 15-23-year-olds don’t feel confident when buying skincare products that they’re buying products that best suit them. This age group are the target consumer as they are at the age where they may only just be beginning to build their daily skincare regimen and so, therefore, it’s important for this consumer group to be buying the products that will optimise their skin health and increase their knowledge on skincare. Another reasoning for this product range to be targeted to a young consumer demographic is young people in the UK have the poorest mental wellbeing It’s therefore, important that this consumer is investing time in themselves. A daily skincare routine allows for someone to relax and unwind from the day’s stresses and invest in not only improving their skin health but also their mental health.

Image Tile: Packaging for the product range, designed by me, created by Megan Cowley, Graphic Designer.

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03
Jun