...420097996 | Table of Contents Introduction 3 Cosmetics and the Environment 3 Lush Fresh Handmade Cosmetics 3 Image 1: Lush’s environmental values 4 Target Audience 4 Table 1: Target segments through lifestyle and attitudinal perspectives 5 Positioning 5 Image 2: Perceptual map, positioning UK skin care brands 5 Competitor Analysis 6 Table 2: Competitor analysis – The Body Shop vs. Lush 7 Communication Objectives 7 Communication Strategies 7 Creative Plan Objectives 9 Implementation 9 Image 3: Superhero logos 10 Social Media 10 Viral Video 10 Image 4: A scene from the “Save the Planet” viral video 11 Post a Picture 12 Facebook Like for Free Sample 12 Online Competition 12 In-store and Loyalty Programs 12 Refill Rewards 12 VIP Points Program 12 Public Relations Activity 13 Flash/Lush Mob 13 Image 5: Example of the Lush Mob – bubble bath in a public fountain 13 Our Recommendations 14 Appendix 17 Target Audience Persona 17 Introduction This paper explores the growing demands by consumers for environmentally conscious practices as well as natural products from the cosmetic industry. Identified as leaders and competitors in this market in Australia, Lush Fresh Handmade Cosmetics (“Lush”) and The Body Shop are discussed. Their offerings and marketing communications are assessed, with an emphasis on analysis and further recommendations for Lush. Detailed communications objectives, strategies, and campaigns are highlighted...
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...Depleting Body Image: The Effects of Female Magazine Models on the Self-esteem and Body Image of College-age Women Influence of Magazines on College-Age Females’ Body Image Millions of women every day are bombarded with the media’s idea of the “perfect” body. These unrealistic images are portrayed in women’s magazines all over the country. The message being sent to women is that they are not pretty or skinny enough. The average American woman is 5’4” and weighs 140 pounds, while the average American model is 5’11” and weighs 117 pounds. Annually, magazine companies spend billions of dollars on diet and exercise advertisements to put in their magazines. Magazines sell body dissatisfaction to their readers through unrealistic images of women, as well as dieting and exercise information. Thirty years ago, Marilyn Monroe, a size 14, had the “ideal” body shape and size, but today’s standard is much smaller. As the beauty ideal continues to get smaller in our society, body image within American women continues to plummet. Magazines portray and compare happiness with being thin; therefore some feel if they are not thin, then they are not happy. As with women of all ages, many college-age women are believed to hold unrealistic ideals of body shape and size, ideals that can be both physically and emotionally unhealthy. Our study, focused on women who attend the University of Wisconsin-Madison that are between the ages of eighteen and twenty-four. We wanted to identify the specific...
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...can be “beautiful” by selling them weight loss products, exercise programs, and other image enhancers. The constant exposure to the media’s version of beautiful is not something that is often thought of as negative. However, their portrayal of what is beautiful has become distorted over the years, to the point where achieving this “thin-ideal”, which will be defined later, is nearly impossible for women if done through healthy means. Because of this, many women develop body dissatisfaction, which can lead to serious and dangerous consequences, such as the development of eating disorders, in order to be “beautiful”. While there are many factors that can be linked to eating disorders, research has found that the media’s influence on society’s portrayal of extremely thin females as the ideal body is directly correlated to the increase in body dissatisfaction, eating disorders and other harmful conditions found in women. By analyzing this from a feminist perspective, it can be argued that not only does the media’s influence on the idealization of thinness effect females physical and mental health negatively, but it also acts as reinforcement for the patriarchal culture prevalent in today’s society. There is a wide range of eating disorders, ranging from minor to severe. Body dissatisfaction, which is “a psychiatric condition in which the affected person suffers from a flawed perception that views some part of the body or physical feature to be defective or...
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...-HLSC111- Chronic medical conditions are often described as an illness or a disability that are able to affect someone for a prolonged period of time. Adolescence is a stage of development and discovery and those who are diagnosed with a chronic illness during this period will often find it more challenging to cope than their healthy peers. This essay will discuss the emotional, familial, social and physical changes and difficulties for adolescents undergoing treatment of a chronic illness and will also discuss their possible future outcomes and ways of endorsing positive development. The emotional state of someone undergoing treatment of a long-term illness or disability is usually the independent factor in that person’s overall health. Somebody’s mental health will influence their attitude about themselves physically, socially and can impact their future choices and family life. In an evaluation of The Adolescent Leadership Council (TALC) by Adams et al (2013), the foundations of developing a strong positive mental state in someone who is undergoing treatment for a chronic medical condition are discussed. The foundations of the TALC programme are to link adolescents experiencing a chronic illness to talk over what is happening with others and not feel isolated in their developmental years, and to help the adolescents acquire self-confidence within themselves. It is paramount that health care professionals understand that youth living with a chronic illness are striving for...
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...well as teaching the children to take charge of their outcomes as well. The goal of any preventive measures for obesity is to look at behaviors, medical goals and weight goals. Permanent change and weight loss should be the ultimate goal, not quick fix treatments for rapid weight loss. The goal of this project is for the children involved in the study to lose 10-20% of body weight and for the child and the family to have necessary tools, such as recipes, ideas, act ivies, and positive behavior patterns, in order to keep the weight off. Daily as well as weekly weigh-ins for the children will monitor their results. A staff member will administer the quizzes to the children and in the last four weeks two staff members will administer the quizzes one to the families and one to the children. Goals are 10-20% of being body weight and 90-100% on daily quizzes. After successfully completing first course take plan with outcomes around to neighboring doctors, clinic, and hospitals, in hope of building community success and to share the importance of early intervention and the interventions and the benefits of the program Introduction to the Project Childhood obesity has become a major problem in the United States. Obesity among children is a risk factor that can lead to many health issues that include Type 2 diabetes, high blood pressure, orthopedic problems, and self-esteem issues. The majority of overweight children...
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...Want to launch Metabical (Meh-tuh-bye-cal) Objective Develop Positioning Strategy Build the Marketing Communication plan Positioning IMC Launch February 2008 January 2009 Analysis United State Issue In 2005, 65% from adult Population is Overweight, Obese and severely obese. The Second cause of preventable death Social Stigma (affect to professional life) Weight loss Drugs characteristic No Prescription drugs for (BMI of 25 30) are available Negative side effects ( gastrointestinal effect, and liver damage) Herbal/ dietary supplement Required an FDA approval except herbal Metabical Approved by FDA Specifically for Overweight (BMI 25 30) Reducing stress on heart and liver Single dose per day (controlled release feature) The side effect (gastrointestinal discomfort) less severe then other (if the patient consumed high level of fat and calories) Not recommended for BMI >30 Support Program Reference material Online weight Control Personal Support Meal Plans Weight loss tracker Food diary Nutritional and calorie calculator Goals Community Forums Menu Planner Grocery list Thousands of recipes Enable Individuals to achieve better results than they would from the pill alone (Teach lifestyle skill for healthy weight maintenance after the initial weight loss was achieve) Exercise Plans Weight training Cardio routines The Magic Reach the goal by week 12...
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...CLC Yellow Team Health Issue Analysis: Childhood Obesity Yellow Group Grand Canyon University: NUR- 508 August 20, 2014 Cultural Beliefs and Influences Relative to Childhood Obesity According to Opalinski, (2013), childhood obesity is increasing in all racial groups. Cultural beliefs play a unique contribution in relation to this chronic condition. Evidence shows that place of origin is one of the factors contributing to having kids who are not as healthy as people were just a few decades ago. Based on the literature, minority populations specifically Hispanics (Hispanic) and African American children are at higher risk compared to other ethnicities. Pulgaron et al., (2013), explains the relationship of Hispanic children and cultural factors affecting the rate of obesity among this population. The literature shows that Hispanic children who have grandparents helping in their caretaking had a negative impact on food choices and feeding habits due to the fact that in the Hispanic culture bigger means being healthier. The perception applied to the African American culture generally believes that a larger body size is equal to being healthy. Opalinski (2013) also reported that further investigation must be performed to better understand the relationship of cultural beliefs and childhood obesity. Religious/ Spiritual Beliefs In the United States a few studies were performed to investigate the association of religion and obesity. Based on the literature, social...
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...Determining risk factors, consequences, and protective measures of Body Dissatisfaction and Eating Disorders Determining risk factors, consequences, and protective measures of Body Dissatisfaction and Eating Disorders Body image is an individual’s perception of his or her own body in terms of sexual attractiveness. Human society has emphasized on beauty of the human body for a long time. However, an individual’s perception of their own body may differ from society’s standards, thus, causing body dissatisfaction. As a response to body dissatisfaction, every year, millions of people in the world succumb to potentially life threatening eating disorders. Eating disorders are a group of conditions characterized by abnormal eating habits that may involve excessive or insufficient food consumption, thus, affecting an individual’s physical and psychological health. Some common types of eating disorders include bulimia nervosa, anorexia nervosa, binge eating, and obesity. This paper has explored six published articles that conducted research on various factors contributing to body dissatisfaction and eating disorders. The articles have examined the influence of society and media, gender and ethnic differences, development of depression, and some protective measures for body dissatisfaction and the development of eating disorders. ...
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...Matthew Stark Sociology 422 Professor Bradshaw 5 May 2015 Childhood Obesity: Is there an elucidation? 1. Describe the Policy, Program or Topic: The growth in childhood obesity over the past several decades, together with the associated health problems and costs, is raising serious concern among health care professionals, policy experts, children’s advocates, and parents. Childhood obesity is defined “in terms of body mass index (BMI), which in turn is defined as weight in kilograms divided by height in meters squared” (Anderson). According to the Obesity Action Coalition “a child is defined as “affected by obesity” if their body mass index-for-age (or BMI-for-age) percentile is greater than 95 percent. A child is defined as “overweight” if their BMI-for-age percentile is greater than 85 percent and less than 95 percent.” BMI has become the frontrunner for measuring a child’s weight condition, but only a physician can best determine and diagnoses weight status in children. Obesity is not just a problem in the United States but around the world as well. The National Health and Nutrition Examination Survey have been recording overweight and obesity in children since the early 1960’s. During 1971–74 about five percent of children aged two to nineteen years were obese but it has increase significantly throughout the years. By 1980 and 1988-94, the numbers nearly doubled in children and between the years of 1998-2002, nearly fifteen percent of United States children have become...
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...moisture-laden with sweat during games and practice. The company gained initial success with grassroots marketing among the athletic community. Under Armour did not reach mainstream consumers until the company’s products appeared in the 1999 film Any Given Sunday. It has continued to appear in other movies and television shows, and it has gained many athletic stars as spokespeople of the brand. Under Armour launched its first television advertisement, featuring football player Eric Ogbogu, in 2003. These marketing efforts have done well to expand consumer recognition of the brand’s initial product. Sweat-wicking shirts are now commonly known as “Under Armour” similar to the way tissues are now often just called “Kleenex.” With its evolving brand image, Under Armour has been able to expand beyond the athletic performance apparel market, which it dominated at 75% of market share in 2005. Following its initial public offering in 2005, which raised over $100 million, the brand entered the footwear market, beginning with football and baseball cleats. Its credibility in the footwear industry was cemented by the NFL’s choice of Under Armour cleats as the official footwear of professional football. In 2009, Under Armour kicked off its entry into the lucrative running shoe industry, and in the fall of 2010, Under Armour announced its foray into basketball...
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...Anorexia nervosa (AN) is an eating disorder that is characterized by the refusal to sustain a healthy weight (Kumar, Tung, & Iqbai, 2010). Many believe that anorexia is more common amongst Caucasian women, but anorexia occurs throughout all cultures and races. AN has the highest mortality rate of an psychiatric disorder (Kumar, Tung, & Iqbai, 2010). Every major organ system is affected because of the malnutrition that anorexia causes. People with anorexia look in the mirror and see a distorted image rather than what is reality. Victims of anorexia see someone that is huge when in actuality they may be average size and weight. Once a person is diagnosed with anorexia it is hard for them to recover. Not only is it hard for a person with AN to recover, it is also extremely easy to relapse. It takes intense therapy and treatment to cure someone with anorexia. AN exists in every culture and race; it varies amongst African Americans differently as opposed to other cultures. Symptoms of anorexia include an intense fear of gaining weight, refusal to keep body weight up, and amenorrhea for 3 consecutive months (Kumar, Tung, & Iqbai, 2010). Amenorrhea is the abnormal absence of menstruation. Some other symptoms of AN are lanugo, joint swelling, dental cavities, tooth loss, and abdominal distension (Kumar, Tung, & Iqbai, 2010). Lanugo is the growth of fine white hair that grows when anorexics have no body fat left to keep themselves warm (Morrisey, 2010). There also tends to be changes in the...
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...Nike has decided to incorporate the NikeGO Program with a line designed with primarily children in mind. This paper will examine the marketing segments being targeted for this new line. The goal is to ensure that the proper marketing strategies are initiated and that a strong market does exist to carry this line to its full growth potential. In this paper, marketing mix strategies, possible tax ramifications, elements of the consumer decision-making and post-purchase process are discussed, and a criteria and timetable for measuring the success of the repositioning strategy is developed. Discussion: What is Nike Adventures? Provided by the official website of NikeGO Program, the program and this new line of products called Nike Adventures have the same, simple mission: “Get kids moving and give them the means to do it. We've all seen the statistics - some very disturbing. No matter the causes -- school funding cuts, lack of phys-ed programs, shortage of facilities, computers and the Internet, or plain old apathy - the unvarnished truth is that kids today are not involved in enough physical activity to achieve and maintain a healthy lifestyle. NikeGO will increase physical activity in youth by offering thousands of children ages 8 to 15 the motivation and means to help them discover the joy of movement and the fun of physical activity.” (http://www.nike.com/nikebiz/nikego/go.jhtml). Programs provided by the NikeGO Program...
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...WELLNESS PROGRAMS SLOWED THE GROWTH OF HEALTH CARE COSTS Managing the cost of healthcare and retirement has been a main focus of HR professionals for quite some time. Preventive health and wellness benefits are designed to help maintain or change employees’ behavior in order to achieve better health and decrease health risks. By preventing or lessening the incidence of adverse health conditions, employers hope to save on long-term health costs. (Miller, 10) According to a study published in the March/April 2011edition of the American Journal of Health Promotion, when employers consistently offered a wellness program to their employees, findings of health care costs rose at a 15 percent slower rate among wellness program participants than a comparison group. The study, which focused on Highmark employer wellness group wellness programs, showed a savings of $332 per participant. This indicates that substantial savings may result for group customers once a worksite wellness program is established. Highmark is a health benefits provider which serves 4.7 million members in Pennsylvania and West Virginia, and is one of the largest Blue Cross/Blue Shield independent licensees in the U.S. The results prove that keeping employees healthy is not only good for the business, but also for a company’s bottom line. The study also indicates that even small interventions, like online programs, can help have an impact on healthcare costs for those that participate. Highmark’s...
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...product purchase. In theory, a shopper is said to go through the following five stages as a process. In reality, sometimes the steps may be switched around or even left out, as not all consumers are by rule, always alike. The decision-making process (DMP) for Metabical, Cambridge Sciences Pharmaceuticals‘ (CSP) new weight-loss drug involves several people. The product end-user is the main subject of the decision-making process, but other external parties interject at different stages, influencing the consumer’s ultimate decision. Below is the flow Metabical’s consumers would go through as part of their shopping behaviors. Stage 1: Need Recognition & Problem Awareness A recognition occurs that consumers are unhappy with their current body image, their weight or their unhealthy lifestyle. This can come from consumers’ existing, continuous dissatisfaction in terms of their weight physical appearance. It can also be triggered by external media sources such as TV, Outdoor, Radio or Magazine advertisements whereby a variety different visuals, articles, messages can lead to consumer awareness that there is a problem, and a need, that must be satisfied. At this point, both the consumer and the respective media agents are involved in process. Stage 2: Information Search In order to find a means to solve their problem and satisfy their 'recognized' need, consumers engage in the search for a solution through information collection. Given the high-involvement with Metabical, with...
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...We're constantly bombarded by it. We're consuming larger portion sizes and more calories than ever before…” (Moore, CDCTV, 2010). This quote aptly encapsulates the area of my interest – obesity. In my research paper I will discuss some of the causes of obesity, its effects and the health concerns related to obesity and finally offer suggestions as to how obesity can be treated or prevented. Obesity can be defined as “having excess body fat” whereas being overweight is defined as “having excess body weight for a particular height from fat, muscle, bone, water, or a combination of these factors” (Center for Disease Control and Prevention, 2010). Obesity is the result of eating too many calories without sufficient physical exercise to offset the intake. Children today are exposed to many deterrents to eating healthy foods. Factors in the environment home, school, social circles, neighborhood and community all contribute, in different ways, to eating unhealthy, often more affordable, supersized foods. It is difficult for children to make healthy choices and be physically active when exposed to many unhealthy options which are easily available to them. Although overeating and lack of activity are the major factors causing obesity, genetics also plays an important role in obesity. In this paper, I will discuss some of these factors including environmental and socioeconomic conditions that affect obesity. In addition, the consequences of obesity and some actions to combat obesity...
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