Slides from my lecture at Nottingham Trent University.

1. hello.
JAMES GRAEMER @jamesgraemer
BRAND AND MARKETING ANALYST : : BOOTS

2. Why
innovate?

3. “I actually think most clients in most companies of scale are taking the
riskiest move possible by continuing to do exactly the same thing in a
world that is dramatically and profoundly changing more quickly than
it ever has.
“If you’re doing the same thing you were doing two years ago and
expecting that to have the same result, with the consumer that we have
today, the fragmented media environment that we have today, and the
relationship consumers have with brands that we have today, that’s
high risk.”
-Brad Jakeman, President, Pepsico

4. how?

5. technology
consumers
adjacencies
competitors
culture

6. “If you never strike out, then
obviously you’re not swinging
very hard.”
-PETER McDONOUGH, DIAGEO

7. IMPACT
INVESTMENT / RISK
commercial adjacent disruptive
communications sustaining technology
iterative reactive systems

8. commercial adjacent disruptive
communications sustaining technology
iterative reactive systems

9. consumers
- boomers technology
- teens
- the rest 1.
adjacencies
culture
- thinking positive
- beauty boosting
2.
3.
- super concentrated
competitors - beauty gadgets
- shopping experiences

10. UK population
2011 vs 2020
SOURCE : : FUTURE FOUNDATION : : ONS/nVision

11. Boomers (50+)
the most valuable generation in the history of marketing
70% amount of US disposable income
under their control 50% off all consumer packaged goods
spending through them
67% plan to spend more on their interests
and hobbies after retirement 5% of advertising is directed at 50+
population in the US
SOURCE : : NIELSEN and http://adcontrarian.blogspot.co.uk/2013/01/the-invincible-blindness-of-advertisers.html

12. Young at heart
SOURCE : : FUTURE FOUNDATION : : ICM/nVision, base: 501 women aged 60+

13. The New Boomers

14. Predisposed to Health and Beauty spending
SOURCE : : FUTURE FOUNDATION : : nVision, base: 5000 online respondents, GB 2010

15. Teens
Changing the spending landscape
Digital Natives : : Responsive : : Short attention spans : : Social without spam : : Freemium

16. Early engagement with make-up
SOURCE : : FUTURE FOUNDATION : : 979 online respondents 7-15, GB 2011

17. Prioritising appearance
SOURCE : : FUTURE FOUNDATION : : 1000 online respondents, GB 2010

18. Online shopping : : new paths to purchase

20. “Women today, whether they are 25 or 60, have a similar attitude to life.
They want to be positive, energetic, independent, they want to celebrate
diversity - and they know that a 40 year old or a 60 year old doesn’t
look 25.
I think there is a greater understanding and acceptance of that - and
how it impacts on the way women look and feel about themselves.”
-Elizabeth Fagan, Marketing Director, Boots UK

21. http://www.youtube.com/watch?v=29oAbjWtAek&feature=player_embedded

22. Thinking Positive : : a new realism

23. Thinking Positive : : Lifeproof beauty

24. http://youtu.be/Zq-B_a_DOxg

25. Beauty Boosting : : re-thinking sensory

26. http://vimeo.com/47019108

28. Super Concentrated : : Beauty Architecture

29. Increasing consideration of surgery
SOURCE : : FUTURE FOUNDATION : : 1000 online respondents, GB 2010

30. Beauty Gadgets : : High Tech Solutions

31. Delivery Devices : : Increasing Efficacy

33. HARVEY NICHOLS : : BEAUTY BAZAAR

34. MARKS & SPENCER : : PURE BEAUTY

35. FRESH : : NEW YORK
AESOP : : TOKYO
BEAUTY EMPORIUM : : SINGAPORE

36. consumers
- boomers technology
- teens
- the rest 1.
adjacencies
culture
- thinking positive
- beauty boosting
2.
3.
- super concentrated
competitors - beauty gadgets
- shopping experiences

37. Other trends to explore...
Trends Sources
• Nutri- beauty • PSFK
• Dermo-cosmetics • Mintel
• Health is Beauty • LS:N Global
• Beauty Supplements • L2 think tank
• Craft beauty • Manufacturers
• Ethical beauty • Blogs
• Go shopping

38. thanks.
JAMES GRAEMER @jamesgraemer
BRAND AND MARKETING ANALYST : : BOOTS