Founder of Front cover | Michelle Hoines

One of the best things about being on this course is the fact that we have lecturers who have actually had experience working in the industry - including Michelle Hoines, who occasionally takes some of the lectures and works with us during the seminars.

Throughout the course there was mention of the brand that Michelle, and her friend Liz Wilkinson, had founded, however it was only during the lecture she took the other day did she actually go in depth about the brand and how she started it and I'm so surprised yet amazed at how she did it.

*Not my picture*

The key to starting a successful and long-lasting brand is being able to find a gap in the market and producing something that people actually will use and Michelle did just that! She realised that there wasn't anything fun out in the market and was getting a bit bored with the range of options in the stores. Fast - fashion was also starting to become a thing in the fashion industry and so she decided to mix that idea with something in the beauty industry. Another thing she noticed was that it was so hard to create a look that has been seen on the catwalk or was a trend because magazines wouldn't list the full products used or would list items that weren't even used. So that's how she came up with the idea of Front Cover!

review and try on by a customer

Front Cover is basically a kit that comes out twice a year that features the trends that have been seen on the catwalk. It contains everything you need to create the look as well as step - by - step directions to help you achieve the perfect. Because she had to create the kits before the trend comes out it meant that a lot of trend forecasting had to be done. This is something that we're being taught on the course as it's essential to know how to do it so it was great to hear how she managed to do it. There was also a lot of consumer research that had to be done and again that's something that we're constantly being told to do because it's no use creating a product that no one wants.


Michelle talked about the importance about packaging, too. She said that Boots did a mock up store that consumers would go to and shop in and pick up the things that they would buy. When the results came in people were saying that they couldn't help but either go back to the stand that Front cover was on or pick up the products because it looked like the eyes on the box were following them round. I'm going to make sure that my packaging is something that consumers notice and are attracted to so that they don't just walk past it.

This lecture was so interesting and helpful and was good to get reassurance that the lecturers actually do know what they're talking about (not that I ever doubted them). I'm extremely lucky to have a lecturer who has done so incredibly well and will definitely be going to her when I need help with my brand. I'll be posting more on the lectures that I have for this project so keep a look out for them if you find them interesting!

Photo credit: Samantha Dobbin, Media Server, Google