Dissertation

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PART ONE: Introduction Page 12 - 13 The Strength of Online Retail Page 14 - 19 The Relevance of In-Store Experiences Page 20 - 26 The Rise of Hyper-Personalisation Page 27 - 29 New and Emerging Technologies Page 30 - 33 The Invisible Consumer Page 34 - 40 The New Middle Age Page 41 - 43 The Lady that Lunches Page 44 - 49 The Big Idea Page 50 - 55 4 [Fig 2] Coloured Marble (2016).
PART TWO: This is Marble Page 60 - 61 The Branding Page 62 - 65 The Consumer Insight Page 66 - 69 The Marketing Timeline Page 70 - 73 Phase One: Pre-Launch Marketing & Website Launch Page 74 - 83 P h a s e Tw o : The Press & Launch Events Page 84 - 87 Phase Three: The Marble Store Page 88 - 91 P h a s e F o u r : P r i n t A d v e r t s Page 92 - 95 Phase Five: Future Growth Page 96 - 99 [Fig 3] Black and White Marble (2016). 5
Page 1 and 2: 1
Page 3: MARBLE A PERSONALISED BEAUTY PLATFO
Page 7 and 8: [Fig 3] Black and White Marble (201
Page 9 and 10: acetate pg 1 9
Page 11 and 12: 11
Page 13 and 14: INTRODUCTION The retail landscape i
Page 15 and 16: THE STRENGTH OF ONLINE RETAIL 15
Page 17 and 18: “Even by 2019 the majority of ret
Page 19 and 20: eleased Prime Music (Gayles, C. 201
Page 21 and 22: THE RELEVANCE OF IN-STORE EXPERIENC
Page 23 and 24: The digital age has also spawned a
Page 25 and 26: [Fig 25] Topshop x Inition (2014).
Page 27 and 28: THE RISE OF HYPER- PERSONALISATION
Page 29 and 30: Those that identified the personali
Page 31 and 32: NEW AND EMERGING TECHNOLOGIES 31
Page 33 and 34: “creatives are becoming secondar
Page 35 and 36: THE INVISIBLE CONSUMER 35
Page 37 and 38: Many of today’s consumers are con
Page 39 and 40: As demonstrated below, the cosmetic
Page 41 and 42: THE NEW MIDDLE AGE 41
Page 43 and 44: A new personalised beauty platform
Page 45 and 46: THE LADY THAT LUNCHES 45
Page 47 and 48: THE INNOCENT [Fig 45] Innocent (201
Page 49 and 50: “Nearly a third (31%) of younger
Page 51 and 52: THE BIG IDEA 51
Page 53 and 54: “Creatives are becoming secondary
Page 55 and 56:
Honing in on women aged 45 to 60, t
Page 57 and 58:
acetate pg 2 57
Page 59 and 60:
59
Page 61 and 62:
Marble is a personalised beauty pla
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THE BRANDING 63
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[Fig 55] Logo (2016). [Fig 56] Mood
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THE CONSUMER INSIGHT 67
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DAY-IN-THE-LIFE For data and inform
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THE M A R K E T I N G TIMELINE 71
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7TH MONTH 8TH MONTH 9TH MONTH 10TH
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THE FIRST PHASE 75
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FACEBOOK LAUNCH [Fig 63] Facebook M
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[Fig 65] The Sunday Time Style Maga
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OUTDOOR ADS 81
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WEBSITE [Fig 72] Website Mockup 3 (
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THE SECOND PHASE 85
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LAUNCH EVENTS [Fig 76] Black Forest
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THE THIRD PHASE 89
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THE STORE [Fig 79] Store Mockup (20
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THE FOURTH PHASE 93
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[Fig 83] Print Ad Mock Up (2016). 9
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THE FIFTH PHASE 97
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4TH YEAR Mainstream TV and radio ad
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acetate pg 3 101
Page 103 and 104:
103
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12th Jan 2016. Inition. (2014). Vir
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Woods, A. (2012). Revolution: Hyper
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[Fig 14] Amazon Book Store (2015).
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The Big Idea [Fig 47] Black and Whi
Page 113 and 114:
shop]. Part Three Divider [Fig 85]
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acetate pg 4 115
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117
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Bryant, K. (2015). NYX Cosmetics La
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www.psfk.com/2016/03/acmi-australia
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Kleiman, R. (2016). McDonald’s Tr
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Puri, R. (2014). How mobile is brid
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Wainwright, O. (2015). Lift-off! My
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page/1. Last accessed 11th Apr 2016
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TELEVISION PROGRAMS, FILMS AND DOCU
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WEBSITES Apple UK. http://www.apple
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