Market research.

 As we went to London I thought it was time to do some market research. Going back to Topshop's roots in the famous Oxford Street store, this where the first Topshop beauty/makeup stand began. It has now since blossomed into every Topshop store and online. The layout was almost like a warehouse quite alternative looking,the stands were layed out according to product. There were small mirrors above all of the stands the mirrors had painted kisses on them which was a nice touch, the mirrors also read Test&play which is very much Topshops ethos being playful with your appearance. The layout, and music just made Topshop makeup a fun experience whilst browsing for makeup.

 Above the makeup stands there was also images of models sporting the latest makeup and hair trends for their brand. All of the looks were very natural, and fresh looking. Minimal makeup on the skin and perhaps a flush of colour on the cheeks, eyes, or lips. From looking at the images I am certain of Topshops looks. I feel as though i can now begin to create my designs to practice. On the boards one looked like a beach look, one looked like a day look and the others an evening look which was good for me to see to get a clearer idea of how my makeup looks should look.

 In Topshop they also had a beauty area where they sold beauty products which I thought was interesting, here they sold other brands beauty products which was a nice additional as Topshop have not yet created their own skincare range. So if you wanted to get it all done in one shop you can, as well as selling hair products, which is so convenient.

Social media.

As Topshop are a fashion forward company who are very aware of the power of social media. Advertising in magazines and on billboards is not enough today as many of us are constantly on our phones on social media sites, which is the most effective way to appeal to the consumer. The statistics in 2014 show the number of social media users in 2014.

Using celebrities and famous models such as Cara Delevigne has created  whole new level of endorsement. As when Cara models a product for Topshop it not only endorses Cara but Topshop at the same time meaning she may get more work form the images and more followers and Topshop will get more sales and followers due to the powerful impact of the model and the images it wrks in everyones favour.

Pinterest,. 'Social Media'. N.p., 2015. Web. 12 Feb. 2015.

Facebook.

Facebook,. 'Topshop'. N.p., 2015. Web. 12 Feb. 2015.

Facebook is a huge way of creating possible new customers and a way of keeping remaining loyal customers engaged in the brands updates, trends, events and the occasional offer so it really does pay to be part of the social network following. Topshop currently have 4,139,957 likes so that's over 4 million followers that's 4 million potential sales.

Twitter.

 Twitter.com,. 'Topshop (@Topshop) | Twitter'. N.p., 2015. Web. 12 Feb. 2015.

As you can see Topshop constantly engage with their audience to keep them updated on all things Topshop, so the public can engage in Topshop discussions and interests. People can also retweet Topshop again another sharing platform to gain a bigger following.

Instagram.

 Instagram.com,. 'Topshop (@Topshop) • Instagram Photos And Videos'. N.p., 2015. Web. 12 Feb. 2015.

On Instagram Topshop have over three milion followers.A recent article shows that Instagram is the fastest growing social media app, “Instagram helps create a visual connection between a brand and a consumer or potential customer.”  If I see an item of makeup or clothing on Instagram it creates an unconscious want for an item I didn't even know I wanted, showing the power of images in the cosmetic and fashion industry. 

Egan, John. '14 Eye Opening Instagram Statistics'. Entreprenuer 2015: 1. Web. 12 Feb. 2015.

Pinterest.

Pinterest,. 'Topshop Unique'. N.p., 2015. Web. 12 Feb. 2015.

Pinterest is a great way to get inspired and to share images that you like. I feel as though Pinterest is more for creative users to feel inspired and to create mood boards. Showing they re catering to all of their consumers needs.

Youtube.

Youtube.com,. 'Topshop Make-Up - Youtube'. N.p., 2015. Web. 12 Feb. 2015.

https://www.youtube.com/playlist?list=PLPRLHb_LQx-4XDXPm7gPk-JnPJyBa5Xae

Youtube is another platform where Topshop can advertise their latest collection, or back stage action and even makeup tutorials making their communication more personal as you feel as though you get to know the models and makeup artist in a sense, making you almost war to the brand more.

Blog.

nside-Out - The Official Topshop Blog,. 'Inside-Out - The Official Topshop Blog'. N.p., 2015. Web. 12 Feb. 2015.

Topshop also use a Blog to communicate to their audience. The blog tends to go into more depth about their collections ad any upcoming events and gossip that includes the brand. Making followers feel ore inclined to follow the blog to be ahead of the trends and celebrity gossip.

Celebrity endorsement.

“The idea is that, as individual shoppers, we get confidence from seeing people we admire aligning themselves to something we might want to buy,” (Maria Malone) Kate Moss is  a prime example for Topshop Kates collection is extremely popular, knowing that a supermodel has once worn the same dress as you can really boost some people confidence. It's mad isn't it? The latest celebrities to add to their collection is the most popular sisters i the world right now. Have you guessed it yet? Of course the Kardashian clan. Ones a high fashion model and the other's a fashion designer what a perfect combo, with their Instagram following being Kendall 19.1 million and Kylies being 17.1 million that's more than double of Topshop following so you can see the impact celebrities have on sales. I can feel a serious supply and demand problem in the distance.

Bowe, Harriet. 'Celebrity Endorsement “More Prevalent” Than Ever'. Theindustrylondon.com. N.p., 2014. Web. 12 Feb. 2015.

Kylie Jenner had MAC sell out of the lip liner soar and the lipstick Velvet Teddy just because Kylie Jenner supposedly ears it religiously this happened worldwide for months. let's just hope this does not happen to the cothing

advertising.

Whilst looking at Topshop beauty I noticed the images are all striking and convey a natural, catwalk sort of look to them. The models that they use in their makeup images seem to be unknown, young models. Showing the brands whole image of the makeup, the looks are very fresh looking perhaps conveying the message that the whole brands beauty image is not only fairly new to the scene, but new unseen looks.

For each campaign they seem to use a different photographer, possibly to suit each audience depending on where the advertisement is i.e if it's in a magazine it's more high fashion in comparison to how it is advertised on the site and in store.

Magazine.

Cahn, Megan. 'Fake Freckles Are An Unexpected Beauty Trend For Fall'. ELLE. N.p., 2014. Web. 9 Feb. 2015.

Makeup Artist.

The makeup artist used on this shoot was their very own Hannah Murray. Hannah Murray is a established makeup artist who has an impressive portfolio like i have mentioned before; she has worked with many high end magazines such as Vogue and Harpers Bizarre she has worked on top models like Cara Delevingne and Lindsey Wixon- she's kind of a big deal. This shoot communicates Topshop's whole ethos of being playful with your makeup, and how to execute it with style by being bang on the trends. The effortless hair and colourful makeup. Whether it be a pop of colour on the eyes or a strong bold lip.

Photographer & advertisment.

Jason Hetherington is a London based beauty editorial photographer. He did a photoshoot for Grazia in 2010 when the Topshop makeup range launched, the products used on the shoot are claimed to be Topshop. The purpose of the shoot is to promote the brand and to make the public aware Topshop now supply makeup. The images are extremely striking as well as showcasing the trends of that time, perhaps the images are striking to get the readers attention. The Grazia reader is usually aged from 15-44(Magazines.bauermediaadvertising.com,. 'Grazia | Magazines | Magazine Advertising | Bauer Media'. N.p., 2015. Web. 9 Feb. 2015.) which is a broad range like Topshop their brand appeals to many ages, of which is why they have possibly chosen to advertise in this magazine. The magazine is glossy, it is bursting with celebrity gossip and the latest fashion and beauty trends, the magazine also will not break the bank, showing their makeup is not as pricey as their clothing.  As you can see the images are very editorial and high fashion looking, of which is why they used Jason Hetherington. He seems to capture beauty in the simplest faces in a striking way.

He has made the products seem of  a high end quality without the price tag, the products look good quality, on trend and full of pigment. The model looks sultry and strong like the colour red she speaks a thousand words. The model is young and unique looking, I also like the face that they have not airbrushed her freckles infact they have drawn them on communicating the brands values natural beauty, don't try to be different be yourself.

Below are some of Jason Hetherington's beauty work of which I found showed his style well. Jason's work has been published in Grazia,Marie Claire,Glass magazine, SID,in style and flaunt are just some of the magazines he has shot for. As well as shooting celebrities like Kirsten Dunst.

ason Hetherington,. 'Journal — Jason Hetherington'. N.p., 2015. Web. 9 Feb. 2015.

ason Hetherington,. 'Journal — Jason Hetherington'. N.p., 2015. Web. 9 Feb. 2015.

Website advertisement. 

topshop.com,. 'DIE BAUSCHIGEN BRAUEN'. N.p., 2015. Web. 9 Feb. 2015.

topshop.com,. 'DIE BAUSCHIGEN BRAUEN'. N.p., 2015. Web. 9 Feb. 2015.

Topshop.com advertise their makeup in a noticably different way incompariosn to a magazine shoot. Yes it is still very high fashion, editorial looking yet the images are a lot lighter and softer looking, this could be to do with the overall mood, which seems to be light and youthful; however because it is on the site the images are simple looking complimenting the site which is simple and effective. The makeup being advertised is for the SS15 trends which have been showcased at the Topshop SS15 catwalk. The natural skin and eyes with a bold statement lip for an eye catching look that compliments any outfit. Or a light brushed out brow with a light glazed lip and windswept beachy hair.

Makeup artist

www.templateportfolios.com, designed. 'Lilly Keys - Makeup Artist'. Lyndsaylillykeys.com. N.p., 2015. Web. 9 Feb. 2015.

The makeup artist for the SS15 makeup campaigns displayed on Topshop's website is Lilly Keys. Lilly is known for working on many music artists such as The Saturdays, Usher  and more. She has also worked with celebrities such as Alexa Chung, Nick Grimshaw and Mischa Barton. Lilly has also worked assisting Topshop's very own makeup artist Hannah Murray in catwallk shows Julien David, Ter Et Bentine, Luella, Jaeger, Topshop Unique, Erdem and Martin Margiela, Gucci Westman for Antonio Berardi and Richard Nicholl, Diane Kendal for Balenciaga and JW Anderson, Sally Branka for DAKS, Hiromi for DAKS, Richard Nicholl, Caroline Barnes for Allegra Hicks and Jenny Packham and Alex Babsky for Bernard Chandrin. She has also had worked published in some of the nations most popular publications such as Elle,Marie Claire and iD Magazine. Lilly also creates videos for Topshop's online youtube channel showing the followers how to exucute Topshop unique makeup trends, using their products.

YouTube,. 'Cool Grunge Smokey Eye Makeup Tutorial'. N.p., 2015. Web. 11 Feb. 2015.

As well as looking at how they advertise makeup I thought I would look at their latest fashion campaign to see the type of overall look that Topshop go for. Beauty Photographer Jen Salt

 MODELS.com,. 'Topshop S/S 15 (Topshop)'. N.p., 2015. Web. 12 Feb. 2015.

Looking at this image Cara's makeup it is very subtle. The skin is matte and gentle with a light peach blush, the eyes are very warm and seem to have a peachy tone to it, with what looks like liner on the top lids, and some mascara. The brows of course are the main focus, the brows look rather heavy to me. The lips have a soft gloss over them. The hair looks as if it has a center parting and has just been brushed though the give frame the face softly. The styling seems bohemian and almost rather androgynous which had been one of the trends on the AW14 catwalk.

The photographer for the shoot Alasdair McLellan (Photographer). He works a lot with vogue and has shot alot of the recent covers.

Vogue UK,. 'Alasdair Mclellan – Photography, Vogue Photographer Bio'. N.p., 2015. Web. 12 Feb. 2015.

He has worked with celebrities such as Beyonce on editorial beauty style shoots. He captures real life beauty in an interesting way using interesting angles. I feel he is less of and advertising photographer as I feel he focuses on everything as a whole rather than just the clothing, or jewellery.

He also has his own exhibitions. This one in particular had been exhibited in a gallery in Berlin 2013"Never going to give up" showing his artistic side of taking images.