Executive summary
An overview of the project, I was required to take an existing brand and redesign the online webpage for the body shop. The first step in this procedure was the “discover phase”. In this stage I inquired about the organization, what it resembled, the current audience, what it represented for and how it was recognized. The second stage was the “define phase”. In this stage I think up with those image features I would like the organization to symbolize. I also made a few strategies that would attract new target audience to purchase online products. Lastly, brand positioning was also the main things for the e-commerce organization. The third stage was known as the “design phase”, this is the point at which I made the new webpage design of the organization general look and feel and more. The last stage was the “develop phase”. This is where I took the old webpage design to enhance it in a better new webpage design.
1.0 Introduction of web organization
The Body Shop International plc is a worldwide manufacturer and retailer of naturally inspired, morally produced beauty and cosmetics products. It is founded by Dame Anita Roddick in the UK in 1976, it currently has over 2,500 stores in 61 nations, with a range of over 1,200 products. Customers can also use The Body Shop e-commerce websites for online shopping in the UK, Canada, Malaysia, Australia, Korea and Japan. The Body Shop delegated its first-ever brand ambassador, British model Lily Cole, who was the face of the “Beauty with Heart” campaign. Online has been a main concern, with a focus on the e-commerce site and constant engagement with shoppers crosswise social networking stages. The Body Shop has own philanthropy, it called by The Body Shop Foundation s...
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...e market, which can help enhance your sales. Currently, we are living in a fast staged world where individuals desire everything to be fast and simple. Most individuals today are usually on the go and are getting used to discovering information with a simply few clicks of a button. The internet is presently turning into a basic need. The purpose of redesigning the webpage is to make a better web design in the field of social networks. I strongly realized that the significance of experiencing and designing website from the users perspective and the way to build the good ease of use. Web design in the field of social networks is more than constructing a good-looking webpage, it is much more in making individuals stay and even addict to it. Furthermore, it also gives strong impression of good user experience that users prefer nice webpage with directly operations.
A certain value is put on commodities and services that in turn promote “consumption of products that encourages conformity to feminine beauty ideology”. (Johnston & Taylor, 2008) Media and advertising also immensely influences the way one looks at themselves and how much they compare their own beauty to the models on TV screens and in magazines. Through advertising, Dove promotes a movement to minimize institutionalized and structural gender inequality, and encourages the practise of self-care. Although its is makes great business sense, it is clear that their is a prioritization of commodity purchases above the overall message which creates brand loyalty. Dove shows mixed messages early on in their campaign as they are “telling women to buy creams, "slim" down, put on a bra and generally engage in… the "body project" (Essig, April 22, 2013) and “young girls started to worry far more about cellulite on their thighs than goodness in their hearts”.
Although presented as body positive, Dove, M&S and Skinnygirl’s advertising campaigns using “real women” still subscribe to existing beauty standards to maintain firm body margins and reject certain body types as beautiful. Even if well intentioned, advertising for beauty products is inherently not a good place to start the body positive movement because it relies on the consumer feeling like they need to improve themselves to buy the product. Instead of focusing on how to make “ordinary” women feel beautiful, the focus should shift away from the body. Women should not feel as if their beauty is their self worth.
The transition to modern consumerism involved not just the introduction of responsible product formulation, but fundamental transformations of social behavior. Women were at the heart of this development in the cosmetic industry, and we will consider the contributions of two of them: Annie Turnbo Malone and Madame C. J. Walker. These women and their contemporaries paved the way for Estee Lauder and Mary Kay Ash in our time.
Redefined, Beauty. "Body Positive Sticky Notes." BEAUTY REDEFINED. Beauty Redefined Blog, Jan. 2014. Web. 05 Apr. 2014. .
One of the key elements of marketing is the ability to predict consumer behavior. Marketers understand that consumers behave in predictable ways. In this regard, many businesses use physical design to influence the behavior of their potential consumers. It is important to note that this approach is not limited to physical stores. Online marketers also use the same principles in web design to influence the behavior of consumers. This paper explores how Sport Chek uses the physical design of its premises to influence the behavior of its customers. The goal of the paper is to identify how Sport Chek uses its internal and externa...
In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist. ”(Dyer, 1982:6). In its place of following the outdated mantra of beauty- advertising campaigns that endorse an unachievable standard of attraction as the norm, Dove’s campaign has taken a concern that touches the lives of loads of young and old women: self-observation in the face of ads that don’t mirror the realism of women’s looks. Dove is saying that it’s all right to be ordinary, and that you’re not less than for not being what certain advertisers reflect to be flawless.
Because the concept of real women was implemented, women were able to relate their own self-identity, flaws and overall body image to the women on the advertisements. The use of “real people” in Dove’s campaign helps people realize that average citizens can still be as beautiful as the people that are consistently portrayed in the usual advertisements. These real people offer a connection to an individual’s everyday body issue struggles and allows Dove’s audience to recognize the fact that beauty should not be limited to western societies view. Ultimately, this section of the campaign allows viewers to make personal connections to the models in the advertisements, which furthers Dove’s intentions for the Real Beauty campaign.
It is proved that developing social media has improved the marketing platform. According to many marketing consultants, social media marketing efforts get up to 50% better return than tradition average tv or radio spot (Horovitz). These reviews show the growing connection American has with social media. Also, according to my research, “more than 80% of small companies use social media to promote their businesses list Facebook as their top marketing tool, followed by LinkedIn and Twitter, according to a recent survey of 2,292 small businesses by Webs” (Loten). This information shows the impact of social media on small businesses. According to Penenberg, “ Social networking sites, a component of social media, was responsible for more than 13.8 billion display advertisements in August 2009, which accounted for at least 25 percent of all display advertisements viewed via the internet” (Penenberg 125). This shows that, social media has changed global marketing, where marketers are not only depending on just communicating to a target audience, but also discovering new methods to impress people through Social
Next is in terms of the design and aesthetics. Layout that being used for this website is a plain white which easier people to read the text that is in black, in contrast and suitable for the concept of showroom online. The font is also suits which is not too big and not too small to be read by people. To highlight the main subject or the main product, the font is being bold to alert customers that they choose the right one. There is no audio available for this website or even a video. But somehow, as it was a home furnishing website, most of the pictures being used by the website is in JPEG format to deliver a clear view of the products to customers.
The media has increasingly portrayed unrealistic views of women in the media. Whether it be on billboards or in commercials, it is almost always the same image; a beautiful woman with an amazing body and no visible flaws. In 2004, Dove challenged those advertisements and came up with the Dove Campaign for Real Beauty. It is a world-wide marketing campaign with the goal of banishing the conventional standard of beauty, and defining what ‘real beauty’ is. Despite having good intentions, I believe Dove’s real purpose is to simply broaden the definition of real beauty while making a profit.
The increased interest of social media usage has led numbers of company and business to provide new experiences for their customer to leverage media platforms to make more efficient and effective purchases (Rad, 2010). In addition, the emergences of Web 2.0 technologies are dramatically changing the web collaboration concepts, which made the web more social and interconnected. The aforementioned phenomenon is called “social commerce”. It is a subset of electronic commerce, which utilize social media, or online media that support interaction and user contributions to enhance the online purchase experience.
Company knows the value of communicating with customers through the channel of their choice. Social web provides a new set of channels through which customers present feedback, concerns, and issues.
Beauty product can be defined as cosmetics; materials and devices made and sold for the purpose of enhancing the physical attractiveness of users or in other words, as any product, especially a cream or lotion, intended to improve a person's appearance . We live in society where people nowadays are very obsessed with beauty and spending so much money on beauty products. Since we were children, the society taught us that beauty is happiness, wellness and everything. This creates a mindset that only attractive physical appearance is beauty, even though ‘beauty’ is a very subjective word where it can apply to many things. It is a rare sight these days to
In addition, social media changed the way of living and the working level of many people like organizing vacations and researching for school and university projects. With attributes that may affect the way people interact online, social media open a new ways for many newspapers, magazines to publish their issues online to promote their ideas quickly and to let the people in contact with their news and to make more productivity and make more money. Also, they can listen to any type of music, reads books, story, purchase any product, buy clothe online...
Social media is a form of online communication channels devoted to society input, intercommunication, and cooperation. In social media, people can talk and interact without restriction, exchange and debate information with each other about their lives by using many different combinations of the words, personal multimedia, photos, and videos. Also, in social media, individulsa and groups can create, edit, comment on, and engage in personal conversations. There are numerous types of social media, for example, wikis, blogs, social network site, micro blogging services, and sites sharing media. At the beginning, social media was limited to a few networks sites, for instance, Bulletin Board System that allows people to communicate with each other and post a comment. Today, social media has transformed from ineffective sites to more useful and effective websites, for example, Facebook, and MySpace. Some companies are using social media to achieve their goals which is attracting more customers to company website. Three advantages of using social media in business are: raising brand consciousness, building customer relationships, and increasing performance measurements.