Effiena's Handmade Polish

I have started up a small business idea by creating handmade nail polish, also known as indie polish. This idea came to me one summer before I started university, my mother motivated me to do something different (as at the time I was just focusing on nail art). So I did my 'Google' research and decided to make my own nail polish.

Effiena's Handmade Polish is a bespoke brand, focusing on custom made colours for the consumer. Using the Self Concept Theory of ideal and realist selves, depending on the occasion or what the customer wants the product for it is most likely for this theory to be processed. 

For example: Say it was Christmas time and a customer had a party to go to. Ideally, this customer would want bright glitters including red and green, however realistically the customer may just go for a subtle pink in the spirit that they are not over-the-top. 

Effiena's Handmade Polish is also 5 Free*, Cruelty Free and Vegan Friendly. Current trends in today's society is more focused on the organic and vegan friendly products, so I decided that this was a gap in the market I was aiming to part take in. 

*5 Free means that 5 of the main chemicals that can be found in many polishes will NOT be found within in mine. The top 5 chemicals that can be found are; Toluene, Dibutyl Phthalate (Also known as DBP), Formaldehyde, Formaldehyde Resin and Camphor.

Toluene is classified in the EU as a category 2 toxin that is suspected of damaging the unborn child. Inhalation of Toluene can include irritation to the eyes, nose, throat and respiratory tract. Toluene can also cause effects such as hallucinations, dizziness, drowsiness, respiratory depression, cardiac effects and much more. (Public Health England - www.gov.uk)
Dibutyl Phthalate (DBP) Based on changes of the EU Cosmetics Directive, cosmetics containing DBP including nail polish, cannot be sold to the general public, DBP is potentially carcinogenic, mutagenic and/or reproductive toxicant (CMR) from being used in cosmetic applications. (www.plasticisers.org).
Formaldehyde can cause a list of things, such as: irritation and burning of the skin, nose, mouth and upper respiratory tract. Formaldehyde can also cause weakness, headache, nausea, vomiting, pneumonia and much more. This toxin is a human carcinogen. (Health Protection Agency www.gov.uk).
Formaldehyde Resin is also known as Tosylamide. Nail products containing over 12% of Formaldehyde Resin can essentially cause skin irritation. Reports of nail polish dermatitis have been attributes to this toxin also. (www.cosmeticsinfo.org).
Camphor is unsafe when ingested and if in contact with the skin. This toxin is linked to potential liver damage as well as the risk that using Camphor could make liver disease worse. (www.wedmd.com).

Currently I am advertising on many social media platforms, my main focus is on Instagram

@effienashandmadepolish

Even though statistics show that there is a slight higher percentage on male users than female users. With my brand being mainly targeted at females this may seem like a threat however the nail community within Instagram is quite big, with users from all over the world commenting and liking photos, this is also a chance to connect with new cultures and become inspired in what other people within the industry do. Instagram allows me to connect with the consumers in a way that other social media platforms cannot. As this platform is solely based on posting and reposting pictures. With gives people a visual aspect, this is perfect with a company like mine as it will give the consumer a chance to see what colours can be made and what they look like on the nail. Also it gives the company a chance to hold giveaways and competitions to give the customer a chance to be involved within an experience towards the brand. Using visual representations of what they could win and also using #hashtags to let the public advertise the competition as well as the brand itself. Effiena's Handmade Polish likes to believe that they use sensory marketing within their brand experience. As I am also a qualified nail technician at certain events I paint customers nails, which allows them to see, smell and touch the product. This also allows the customer to learn and think about the my product and products that they are currently using. 

Using the Brand Experience model (image above), I like to consider that my business incorporates each aspect of the model.
-Sensory: Involving customers during stalls and over social media to make them feel like part of the brand. 
-Affective: Using Vegan Friendly and Cruelty Free attributes to let the customer have an emotional attachment towards the brand. 
-Behavioural: Actually using the products and then telling others. 
-Intellectual: Learning more about the brand and what it contains. Such as learning and understanding what 5-Free means.  

Here is a quick information video I created when I first started my brand 
(excuse the old logo that features within it).

I think I have spoken enough about my brand so...

For more information on my brand and what I do please follow me on social media:

Instagram Twitter Facebook

Experiential Marketing

For one of my modules, My group and I are holding a Health and Wellbeing event within the university.

To promote this event to students we used; posters, flyers, social media and a promotional stall which involved hand massage, to give more of an insight into what could be available at the event.

Poster/Flyers - We have put up around the university a few A4 posters (as seen on the left) then for the stall we printed 300 flyers which had the poster on the front and on the back is a weekly plan, this is for the consumer to tick off there progress into wellbeing.

Stall - Here's me giving a hand massage to the guide dog mascot that was walking around during the wellbeing information day within the university. 

Gamification - Zizzi

In my recent lectures I have been exploring gamification and how marketers are now using this to interact and engage with the consumer even more.

Ben Davis @Econsultancy wrote a blog post on how Zizzi restaurant has incorporated gamification to connect with their customers further.

Customers were able to connect with this game through their mobile phones.

There were a variety of rewards where customers could enter and win a chance in a life time, as well as the Zizzi getting customers to donate to 'Stand up to Cancer' which would give a boost for the customers chances of winning.

Statistics:

• 84,000 players (total nearly half a million plays)
• 37,500 extra diners (new customers)
• 8,500 Facebook likes (promoting social media)
• 1,000 donations to charity (Stand Up to Cancer)

It was stated in the Econsultancy blog that, games are not right for everyone but those who do like them will engage again and again and it makes sense for restaurant chains to encourage the trade off of discounts for data by using a more fun and engaging platform. 

If you want to find out more information and to watch a video case study of this campaign them please click on the link below...

https://econsultancy.com/blog/67411-how-zizzi-uses-gamification-to-boost-voucher-engagement/

Barbie's Latest Makeover

The Evolution of Barbie

It all began in 1959... Ruth Handler saw a gap in the market and took that opportunity to produce a doll with 'teen - adult' roles, for children to play with. 

Over these 50 years there have been a lot of controversy on the way Barbie looks. 

Barbie's actual dimensions are:

Height: 5'9"

Bust: 39"

Waist: 18"

Hips: 33"

Shoe Size: 3

Weight: 110 pounds/7.8 stone 

Now, if Barbie happened to be a real person, she would be physically incapable to actually walk, due to her proportion. As well as Barbie's head being oversized due to her neck being 6 inches thinner!

As younger girls seem to play with dolls such as Barbie, they grow up to believe that this is the stereotypical way you have to look, you have to be thin and have long blonde hair.

This changed in 1980 when 'Black Barbie' was launched however the doll still had features from the 'white' version which then turned into more controversy. 

As the years went on Barbie was becoming more aware of what the public wanted. By creating trial and errors on so many dolls...

We are now in 2016 and Barbie has had a whole new makeover! 

"Barbie Fashionistas" will include 4 different body types, 7 skin tones, 22 eye colours and 24 hairstyles as well as staying on trend with fashion and accessories.

In my opinion I think this is a great idea, Barbie is finally looking into the public and seeing how diverse the world can be. Most countries now have many different cultures living within them and it is nice to have a younger child play with a Barbie doll and actually look up to them, without getting the impression that they have to look a certain way.

#TheDollEvolves 

Information from: 

http://aplus.com/a/barbie-new-body-shapes-skin-tones

http://topics.nytimes.com/top/reference/timestopics/subjects/b/barbie_doll/index.html

http://www.nytimes.com/2016/01/29/business/barbie-now-in-more-shapes.html?_r=0

 http://kids.barbie.com/en-gb/promo/barbie-fashionistas

http://www.dailymail.co.uk/news/article-2308658/How-Barbies-body-size-look-real-life-Walking-fours-missing-half-liver-inches-intestine.html

Flora to bring 'free-from' products mainstream

Today I read an article about Flora bringing a new campaign out in February. 

This campaign is to focus on healthier living and to create a new 'free-from' product. 

The campaign is called 'Powered by Plants' and this is to celebrate what Flora has already achieved with the health credentials they already offer, this is highlighted by the ingredients used such as sunflower oil. - The promotion will be advertised outdoor, digitally and socially.

James Brennan told Marketing Week Magazine: "We plan to bring real life experiences to kids by telling them where their food comes from, while also educating  mums on the benefits of a plant based diet. There's an education and entertainment aspect to the campaign, so we want to bring those to families." he also mentioned that they will be doing things different by getting people excited and out there.

The 'free-from' section of Flora is that they are creating a new 'dairy-free' product, to gain more  demand for the 'free-from' sector. 

I personally know what it feels like to have an intolerance to something. (I'm actually wheat intolerance). Before I found this out I actually thought I was slightly lactose intolerant therefore I had to cut a lot of things out of my daily diet. This was so difficult as there an not many 'free-from' products out there and when you do come across them they are so expensive (with me being a university student, living away from home, it's a nightmare trying to find affordable 'free-from' products). I like the idea that Flora are going to do and I hope this creates more of a demand for 'free-from' products and that people are more aware of these products.

Flora's new TV advertisement will be launching on February 15th.
For the original article and more information visit: Marketing Week Magazine:
https://www.marketingweek.com/2016/01/25/flora-seeks-to-take-free-from-products-mainstream-as-it-repositions-brand-with-12-5m-campaign/

Free Advertising... (Nike)

NIKE 

Just Do It. 

Nike was founded over 50 years ago and has developed to become is a huge corporation, with a net worth of over 2 billion. 

I personally like this brand as they create comfortable and long lasting sports wear. I will wear something Nike everyday, due to being a loyal consumer however this leads on to...

Am I just a walking advertisement for Nike?

The answer is: yes, yes I am. I advertise Nike wherever I go and I do not get anything from it. People all over the globe are helping companies by walking around with all these branded products, without getting anything back from the company. 

Social Media is becoming more popular. I usually express an interest on Instagram, a social network platform where you can post images. 

I have noticed on my profile page that I have actually 'helped' with free advertising for Nike. There are three images below that I found on my profile, with the Nike logo incorporated into the photograph. 

As well as these three I then decided to scroll through some of my friends profiles who I know are interested in this brand. These images are just advertising Nike. These pictures were taken due to the fact these people had possibly recently brought these trainers, which sends a message to their followers, look at what the trend is and look what Nike now have available. 

Innocent Smoothies

Innocent Smoothies have started a campaign to raise money for Age UK. As Innocent is a brand that is mainly targeted to a younger audience, knitting is not something that would be associated with this generation. However, Innocent have put some thought into bringing the family together, by having patterns and a design platform on their website - for all ages to interact with. 

About the campaign: 

(Information from: http://www.thebigknit.co.uk/) 

Fancy knitting some little hats and helping us raise money for Age UK? It's fun, it's easy and it's for a great cause. Every time we sell a little bottle wearing a hat, we donate 25p to Age UK to help keep older people warm and well over winter. The colder months can be tough for a lot of people - as many as 25,000 older people's lives are at risk because of the cold. But we can help. Thanks to knitters like you, we've raised over £1.7m so far. 

This campaign is unique to Innocent and reflects their company values. They relate well to their customer base and appear to have a moral and social conscience. They use humour as a way of marketing their brand, encouraging a loyal customer base.