Final Major Project Proposal

Proposal Introduction

The final outcome of this project will be a ready to launch Hair and Beauty Company run by Jasmine Willis and Elena Manoli- Kohl Face. Kohl Face will offer luxury treatments to clients and companies needing professional makeup artistry, nail enhancements and Hair styling/extensions. This will include an official website containing a professional online portfolio for each person and all the appropriate forms of advertisement, for example business cards, composite cards, social networking sites and special offers aimed at potential clients. A regularly updated video section that will be linked to a YouTube account will show tutorials on current trends and ‘how to’ videos.

The target demographic would include professional women, Brides and nouveau riche females. As a freelance company to begin with services would be suitable for Bridal Parties or other events, photo shoots and personal pampering. The overall aim would be to open a Professional Salon in the future, expand the team and offer additional treatments such as semi permanent makeup, HD brows, Hair extensions etc.

Project Focus

Function of Website

The focus behind the business aspect of the project will be to officially put together a company specialising in cosmetic treatments; hair, makeup nails etc. A freelance duo will cover every base and fulfil any beauty related desire or need a client may have. The Website will be professionally designed and launched as a business and promotional platform for all involved.

Videos

YouTube has created a way for ordinary members of the public to connect with others all over the world who want to share their tips, tricks and tutorials on almost anything. By hosting video playlists and connecting the YouTube channel to the main website it will bring Internet traffic and potential clients in and allow them to see the standard of work offered by Kohl Face.

More than 1 billion unique users visit YouTube each month.

Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth. (Youtube, 2014)

Jasmine has a previously well-established YouTube channel with over four thousand subscribers, this will be utilised in getting a head start and gathering subscribers for the new joint channel, which in turn will bring business to the company. Bloggers and YouTuber’s are some of the most influential people in the beauty industry currently, it is the best possible platform to express your talents and turn it in to a career.

Nobody involved in the fashion industry could have predicted the influence that fashion bloggers could have had. The blogging platform has enabled amateur fashion journalists to publish through non-traditional means and for some to gain an impressive fan base”. (Sampson 2010, Introduction)

YouTube is also a means of earning money; by monetizing the account, allowing advertisements to be shown before the video plays and scheduled regular uploads it could create a stable income eventually.

The videos will be shot professionally with high quality equipment that will enhance the final outcome, tutorials will include nail ‘how to’’ videos, current hair and makeup trends and fashion videos.

Social Networking

A Twitter, Facebook and Instagram account will allow methods of communication between potential clients and subscribers, also the ability to post pictures of latest work and advertising special offers for treatments.

Target Market & Competitors

Customer Profile: Professional Woman

·      Age: 25-39

·      Sex: Female

·      Income bracket: financial independence. <£50,000

·      Location: Major Cities and trendy suburbia    

·      Interests: Appreciates beautiful things, going to museums and galleries, shopping, socialising and fine dining. Music, Theatre, Subscriptions to Vogue, Harpers Bizarre, Tatler, Elle etc. Property development, current trends and photography.

·      Area of work: Fashion, Creative industries, High end retail (particularly boutiques/salons), Cosmetic Clinics, ‘it’ girls etc.

·      Spending habits: Can be frivolous, things of beauty, cash rich, time poor, always upgrading to the next best thing. Would prefer to reject mainstream fashion and only shop with high-end designers whenever possible.

Customer Profile: Nouveau Riche

•       Age: 18-30

•       Sex: Female

•       Income bracket: financial independence. <£50,000

•       Location: Big cities, trendy suburbia

•       Interests: Nights out, socializing in general, VIP, expensive clothes, flashy cars, Michael kors, Grey Goose, fake tan, big eyelashes, hair extensions, plastic surgery

•       Area of work: Fashion, High end retail (particularly boutiques/salons), ‘it’ girls, wags, reality TV stars etc.

Spending habits: Can be frivolous, Nights out, cash rich, upgrading to the next best thing. Very mainstream fashion, most money goes on appearance and clothes.

Competitors:

Kohl Face’s Competitors come in the form of other high-end salons or companies offering a similar variety of treatments to clients. For example, Michael Ashton is an established freelance Hair and Makeup artist who has worked along side numerous celebrities such as Adele. His website is simple yet stylish, there are individual pages for his biography and port folio and allows for easy browsing. As a competitor, he differs in the fact his website is purely a promotional medium for his freelancing and personal skills, but Kohl Face will offer a wider range of services as well as regularly updated tutorials and interactions between potential clients from other social networking platforms.

Lisa Eldridge is a very successful makeup artist and YouTube guru; she has worked for numerous designers and fashion magazines as well as thousands of subscribers online. Her website showcases her work, services, blog and YouTube channel. The main design of her website is a lot more casual and playful than the desired outcome of this website but the overall content and layout is very similar and offers some inspiration.

ND Makeup is made up of 2 professional makeup artists who have combined their extensive training and experience to offer services very similar to Kohl Face for bridal parties, photo shoots etc. ND Makeup offer hair and makeup services and through establishing themselves in Newcastle Upon Tyne they have opened a salon as well as a personal makeup brand, however they do not offer nail services or video tutorials which is a missed opportunity when YouTube is such an influential tool in todays beauty industry.

Pixiwoo is made up of 2 sisters who are both professional makeup artists, they began making a name for themselves on YouTube creating and demonstrating beautiful makeup looks to thousands of viewers. Their company has grown rapidly over recent years thanks to YouTube; they are now famous worldwide and have launched their own makeup brush and cosmetics line.

Inspiration & Concept Direction

Working in the industry as a freelance makeup artist but also with a background in hair design and an interest in all things beauty related resulted in an understanding that there is a gap in the market for someone who can offer everything, after numerous weddings it became apparent that brides were having to hire an army of people to get them ready before their big day, meaning more expenses than necessary, more time put in to finding these people and maybe the devaluing of each individual art. When asked if they would hire a company who offered everything (hair, makeup, nails, tan etc.) it was a resounding “Yes”. With this in mind, research into gaining further qualifications and up skilling became the only way to make this happen. This was the start for Kohl Face, it became apparent an official website with means of advertisement and self-promotion would be essential tools in making a successful business.

SWOT Analysis

Strengths ·      Product Knowledge ·      Technological skills ·      Production Quality ·      Resources- Free access to studios and equipment etc. ·      Organisation	Weaknesses ·      Time Management ·      Small budget ·      Small time limit ·      External criticism
Opportunities ·      Trends ·      Collaborating different skill sets ·      Broad Topic Choice ·      Freedom	Threats ·      Not agreeing on Collaborative areas ·      Competition ·      Weaknesses

Production Schedule

Week Commencing:	Action:
03/02/14	Start storyboarding website ideas, research other competitors and their websites. Begin reflective journal. Advertise makeup, hair and nails for other students work to gain portfolio images.
10/02/14	Continue research for personally produced content. Rewrite FMP proposal to include any changes made from the initial idea, will become a business plan for the future.
17/02/14	Contact models for shoots, set up social media sites, make mock ups of final website. Begin YouTube videos, filming and editing and announce on Jasmines YouTube Channel.
24/02/14	Begin production of website with website designer, carry on videos and shooting.
03/03/14	Finalise all concepts for approaching photo shoots and carry out. Carry on with website, videos etc.
10/03/14	Carry out and continue planning photo shoots.
17/03/14	Another structured week of photo shoots, choosing final images etc. Website and video production.
24/03/14	Website and video production, portfolio images.
31/03/11	Finish off all postproduction of final images (Photoshop etc.)
07/04/14	Launch Website!! Keep making videos.
14/04/14	Begin Final evaluation of entire Final Major Project.
21/04/14	Ask for peer feedback on final product and continue writing personal evaluation.
28/04/14	Complete any final adjustments to Final evaluation (1500 words)
05/05/14	Make sure all work is completed, discs burned etc. and ready for hand in on the 6th May.

Budget

EXPENSES
DEVELOPMENT
Research Materials	0
Planning, Writing	0
Website Domain	10
Website Hosting (1 year)	180
Website Software/Design template	200
PRODUCTION
Models, Photographers, Editors	0
Production Crew	0
Production Equipment	0
Studio and other Facilities	0
Production materials and supplies	100
Props (clothes, accessories etc.)	200
Freelance Equipment (hair appliances, nail equipment, towels etc.)	500
Make-Up	100
POST PRODUCTION
Picture Editing	0
Other
Travel expenses (petrol, research purposes)	50
TOTAL EXPENSES (GBP £)-	1340