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.

Topshop SS15 collection.

,. 'Topshop Unique SS15 Show'. YouTube. N.p., 2015. Web. 27 Jan. 2015

As we all know Spring/Summer is very much on it's way, for us beauty lovers it means dewy skin, pastel colours and effortless waves. However these are predictable trends of which we all expect to see on the catwalk shows. Watching Topshop Unique SS15 it was not what I was expecting,  the first half of the show the clothing,styling and hair was all very androgynous to me, with a feminine twist,  the classic red nails,smudged berry lips and strappy heels; the show then flowed into light, sheer knee length dresses adorned with crystals and thin straps. In the first half of the show the models were seen wearing mainly blues and reds, towards the middle of the show the colours become softer and patterns become softer-introducing yellows, pale blues and floral patterns. Metallic pleated skirts, teamed with casual tops, the collection showcased a variety of looks one to suit every girl.

Topshop brought it with their British take on summer embracing natural beauty, wind swept hair which contrasted beautifully with the block,bold colours and sparkles.

Vogue.

The clothing range most definitely had sporty elements to it to begin with. The collection was described as being 'sporty, bold,British seaside scene and young spirited' ( Harris, Sarah. 'Topshop Unique Spring/Summer 2015 Ready-To-Wear'. Vogue UK. N.p., 2015. Web. 27 Jan. 2015.) The show started with bold sported brights and ended with seaside pier glam. The clothing range ran from day wear to night wear smoothly. It was noted that this collection was relatively young and fresh looking in comparison to previous collections.

Harris, Sarah. 'Topshop Unique Spring/Summer 2015 Ready-To-Wear'. Vogue UK. N.p., 2015. Web. 27 Jan. 2015

Vogue UK,. 'Topshop Unique Spring/Summer 2015 Ready-To-Wear'. N.p., 2015. Web. 27 Jan. 2015.

Vogue UK,. 'Topshop Unique Spring/Summer 2015 Ready-To-Wear'. N.p., 2015. Web. 27 Jan. 2015.

Vogue UK,. 'Topshop Unique Spring/Summer 2015 Ready-To-Wear'. N.p., 2015. Web. 27 Jan. 2015.

Vogue UK,. 'Topshop Unique Spring/Summer 2015 Ready-To-Wear'. N.p., 2015. Web. 27 Jan. 2015.

Vogue UK,. 'Topshop Unique Spring/Summer 2015 Ready-To-Wear'. N.p., 2015. Web. 27 Jan. 2015.

Vogue UK,. 'Topshop Unique Spring/Summer 2015 Ready-To-Wear'. N.p., 2015. Web. 27 Jan. 2015.

As you can see the collections transformation and versatility you can get a feel of what to expect from Topshop next season. I am in love with all of the strappy shoes which I feel complete the outfits along with the effortless makeup and hair. Kate Phillan creative director for Topshop says they went to  Blackpool to look for inspiration, they wanted to rediscover the Blackpool traditions, and capture the spirit of the youth. Topshop looked to youth subculture and British seaside culture for their whole look.

  Perhaps the reasoning behind this is due to the whole British summer experience is very much downplayed, as Brits we naturally love to complain about how hard we have it here in Britain being deprived of beautiful white beaches, palm trees and the lack of naturally bronzed skin. Perhaps Topshop is trying to bring this back, bring back memories that the older generation may have and showcase this through their fun youthful collection. Now I understand the inspiration behind the whole collection I really start to get the looks, the nautical pieces and bowling bags. The lines on the clothing reminding me of the striped deck chairs that are associated with the British sea side scene, the bowling bag as bowls is a British sport which is usually played near the beach, I also think of the beach when I see stripes maybe linking it to sailors.The evening wear is a step up it's glamorous and daring with the sheer material.

The style of the clothes is inspired by the 70's "Our SS15 collection is packed with key throwback pieces," (Inside-Out - The Official Topshop Blog,. 'BOYS BOYS BOYS! TOPMAN DESIGN AT LCM'. N.p., 2015. Web. 27 Jan. 2015.) Showing the forecast for trends is going to be 70's related perhaps relating to the modest necklines as the 70's was huge for feminism,oil crisis and who could forget the hippy culture. After all the summer again is a time for festivals which are also extremely British. 

Makeup & Hair.

“It’s about smudged red lips and eye make-up that’s been done at the back of the bus.” For Unique SS15, Topshop Beauty Consultant Hannah Murray brought effortlessly cool make-up to our seaside-inspired collection. Think windswept hair at Blackpool beach and flirty flushed lips ready for a peck on the pier. 

Youtube,. 'Topshop SS15 Hair & Beauty'. YouTube. N.p., 2015. Web. 22 Jan. 2015.

SS15 Topshop makeup trends are the fresh young skin, groomed natural brow, gently framed eyes, and the smudged berry lips. The hair is parted to the side much like the 70's the loose messy curls that look wind swept, frame the face beautifully. To me the look is very pure, effortless and just beautiful. The look screams youthful, mischief which I suppose is a trait that is found in most of the youth. I can also link it back to their inspiration of Blackpool I am sure a lot of the youth got into mischeif at the beaches in the summer. 

Who are Topshop beauty?

Topshop is a renowned fashion brand known to set the seasons catwalk trend in a high fashion manner. The brand is part of the Arcadia family, owned by successful business man Sir Phillip Green. The brand was born in 1964, their clothing garments were sold in a basement, they thrived off selling young British designers clothing (Mary Quant&Sterling Cooper).The brand then changed it's name to Topshop in the 1980's by the 90's the band has continued the ethos we know today;selling cat walk looks for high street prices. Oxford street London was the first official Topshop store and is now the most popular Topshop the first for all of the trends.

Topshop being such a successful brand has now expanded from garments,shoes and jewellery to makeup. The cosmetic line launched in May 2010 so is relatively new to the beauty scene. The brands collection is basic with additional collections that compliment the seasons cat walk trends, also selling a range of nail varnishes. The collection adds a twist to your everyday makeup with the popular freckle pencil and electric blue liners keeping their  majority fashion savvy buyers up to date with fashion and beauty trends. Topshop aims to have the right amount of products to create a look for every kind of girl. The makeup of the makeup has been described to be of the same quality of MAC cosmetics as the same company create the makeup.

Thorne, Sarah. 'Topshop Make-Up Packaging Design With Illustration'. Sarahthorne.co.uk. N.p., 2015. Web. 23 Jan. 2015.

Google,. 2015. Web. 23 Jan. 2015.

Topshops products are not only sold in store but they are sold online on their site also through various sites such as www.feelunique.com, www.shop.nordstrom.com, beautyseen.com and more. Making them available to consumers worldwide.The brand communicates with their audience virtually and interactively they constantly advertise the beauty looks via social media, they also have a beauty channel on their site and on Youtube doing tutorials on this seasons looks using only their products.

The brand is considered to be high street with a catwalk look. The quality of some of the products could easily be mistaken for high end products without the price tag. The brand itself is known for being high street meaning its affordable and is easy to get hold of. The packaging is very unique like the brand. On the boxes of packaging there are hand drawn images and text of which is such a nice touch, it shows they really take pride in the packaging and the product. The packaging is black and white making it look plain but the drawing bring it life making the overall look of the products to look quirky.

The brands head makeup artist is a talented beauty editorial and fashion makeup artist to say the least.Hannah has worked with major companies including i.D magazine,HarpersBazar,Vogue ad many more. Hannah has worked on models such as Lindsey Wixon and Cara Delevigne, she also is known for making up celebrities like Rihanna and Jennifer Lawrence. She creates the seasons makeup trends and applies the makeup during Topshops shoots and catwalks.

 beautyblitz,. 'In Stores Now: Louise Gray For Topshop Makeup'. Beauty Blitz. N.p., 2015. Web. 23 Jan. 2015.

The main models for Topshop beauty and fashion are Cara Delevigne and Jordan Dunn, these models are the it girls at this time. Many of the other modes are fresh faced girls with a quirky look about them. A lot of their beauty models are unknown but for sure will be upcoming. The brand have since collaborated with fashion designers such as Louise Gray known for her sparkly, elaborate clothing, together they brought out a brand inspired by Louises clothing designs, you guessed it the collection was full of sparkle and colour a brilliant addition to the Topshop collection.

 MarieClaire,. 'Topshop Unique SS15 By Numbers'. Marie Claire. N.p., 2014. Web. 23 Jan. 2015.

Their hero products are their cream blushers and their long lasting lipsticks. Of which many beauty bloggers such as Zoella praise. The

The brands target audience is very broad from the "student professionals, fashion taste makers and high profile A-List stars". The target audience consists of buyers who are interested in the forth coming trends and those who want to 'rock' the casual look executed with Topshop style. With their makeup there's a range for the younger audience who may want to wear the extravagant makeup trends, and the older customers who may just wear a mascara or nude lips tick. "she cannot be defined by her age  which can range from early teens to fifty something's - but instead her attitude. Style conscious and independent, she is addicted to fashion but is not dictated to. Instead she throws away the rulebook and aims for a unique look"

Youtube,. 'Topshop SS15 Hair & Beauty'. YouTube. N.p., 2015. Web. 22 Jan. 2015.

Topshop.

Topshop is an extremely successful fashion brand owned by business man Sir Phillip Green owner of Arcadia. Topshop has recently expanded their brand from garments to cosmetics. The cosmetic brand in itself is relatively new to the beauty scene(May 2010). The makeup range has been created to compliment the season trends, so now your dress and your lips can match.the makeup adds a fun twist on any classic makeup look. The brand sells only basic cosmetics at the moment such as foundations, eyeliners and lipsticks etc.  The packaging has hand drawn detailing on them which is such a nice touch don't you think?Topshop aim to have enough products and looks for every kind of girl.

(http://www.marketingmagazine.co.uk/)

The makeup is not only sold in store and online but is used on their runway collections; of which shows the quality of their collection. Topshop's makeup artist is Hannah Murrah a talented editorial and fashion makeup artist to say the least. 

Their online and magazine advertisements to me are striking beauty images. Not your typical beauty images, they advertise beautiful differences that we all have such as freckles. The advertisements showcase high fashion looks, that are wearable to an extent. Their make up is most defiantly for the fashion savvy, a collection full of rich toned, and textured products.