About Les Senteurs
Every visit to Les Senteurs is an experience and a place for scent discovery. Remaining London’s oldest independent perfumery, the brand introduces niche and undiscovered scents from around the world to their shelves. Encountering on a scent adventure to assist customers to find ‘the one’ scent.
Discovering exactly what ingredients it is that you value in a perfume through the SenteurSystem. This is a guide to help identify personal scent preferences, and aid future selections by grouping fragrances by type and family. Les Senteurs is the place to fall in love with the perfume, taking each consumer on a journey of discovery to find the perfect fragrances, whether it’s perfect alone or artfully layered.
This proposal with Les Senteurs, embodies a unique concept in order to promote the self-made cherry blossom fragrances for SS2020. The space celebrates the desire for nature to be intertwined into everyday life. The pop up is an immersive experience reflecting the appreciation for one off niche fragrances, captured through the playful interaction with the new scent technology. Colour accents, bespoke furnishings and flowers are matched with the cherry blossom aesthetic, creating a pop up which visualises and reflects a technological twist on the effortless blend of nature, and the diverse scent technology.
Concept Introduction
In order to stay relevant and fresh, innovative and exciting concepts are required to engage and connect with potential and existing customers. Pop up events are a unique way to embody the essence of the concept, giving customers an elegant and memorable experience.
Trend Relationship
Les Senteurs and the ‘trend’ Sakura’s audience, go hand in hand as they share the same luxury target consumer. Holding a minimalistic and elegant style, whilst focusing on neutral tones and fabric manipulation. This is showcasing their visual aesthetics whilst exploring the world’s most desirable summer hot spots. A new era of the business woman, expresses a sophisticated yet soft style, wearing nothing but iconic and timeless pieces. The majority of women aged 20-35 are surrounded by the constant engagement of social media which pushes them to thrive for the idealism advertised online. Involving enticing technology will easily appeal to the average women who finds innovation and creativity captivating. The exclusive nature of the experience holds a pure atmosphere for women who appreciate quality of their products. With a willingness to invest in the fragrances due its longevity, and desire to purchase a niche product.
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Concep t Floor Plan
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- Entran ce - Blossom Tunnel - Interac tive Mirror - Floral and Bottle Displa y - Scent Bar - Windo w Displa y - Centre Hangin g Tree Displa y - Limited Edition Bottle Cabine t - Checko ut
Interactive Mirror Once you appear at the end of the blossom tunnel, one is faced with the interactive mirror. The simplicity behind the technology used is an affective way to promote the pop up event. A filter of cherry blossom is overlayed, adding to the aesthetic of the whimsical experience. The self timer occurs once the button is pressed beginning the 3 second countdown of the image being taken. Images taken by the mirror are then sent through social media to the individual,automatically boosting the awareness of the event through a #LesSenteursXCherryBlossom hashtag, aswell as the brand logo placed on the image.
Blossom Tunnel Wondering through the entrance of the store, immersing yourself into the whimsical tunnel of cherry blossom, encapsulating a pure, joyous, spring ambiance. The intention of the blossoming tunnel, empowering the colour aesthetic in all its glory, is to set the blissful and captivating tone, leading into the concept store. Before moving into the next space, you’re then encountered with an interactive mirror. The mirror will be a working photo booth giving the appearance petals are gracefully falling, capturing your experience within the enchanting floral tunnel. The images are sent to you once you have attached your social handle, with the ideology that this is the key driver to boost awareness of the pop up through social media platforms.
Floral and Bottle Display Mirrors and floral arrangements are displayed on speckled floating marble shelves. Showcasing the 4 original cherry blossom scents, which can be purchased singularly, as well as the fragrance being included within bath and body oil, lotion, and hand cream. Upon request, a tailored scent can be fused with the additonal products which are available to purchase in the pop up event.
Scent Bar The speckled marble scent bar with blush pink chairs is the main attraction of the pop up. The top of the bar reacts to touch and movement, with an interactive screen displaying moving blossom petals, which then disperse and wilt once a hand or elbow is rested on it. The screen unveils the hidden message that nature is beautiful, but once we interfere and touch, it begins to fall apart. As the scents are limited edition, the added twist of using new technology is there to promote how nature is also limited and should be appreciated.
Sensor y Techno logy Touch tabs which are set within the interactive screen, which is the first step to creating your own fragrance. Choosing from one of the 4, base cherry blossom scents to start your journey in creating a perfume just for you. The scent scanner which is set above the touch screen has the purpose of detecting the individual’s personality through scanning the wrist. This will then create tailored scent notes which are specific to that consumer, and from their personality, decide which scent notes they would choose. As a result of this information combined, the scanner then diffuses the scent onto the wrist to reveal the verdict from the individual. Once the scent has been formed from the tailoring process, if any additional scent notes are desired, or to be taken away, this can then be done on the touch tab below by swiping right to the next page. When the fragrance has been perfected, this can be certified on the scent scanner and begin the process of its making.
Window Display In fitting with the interior of the pop up event, the window display is at the forefront of appeal for consumer engagement. Creating the appearance of a cherry blossom tree swooping across the store front, as if it is emerging from the window itself. This gives the eye a snippet of what is yet to come, when you are greeted with this magnificent display upon arrival.
Centre Hanging Tree Display A circular table gives the room a natural flow of movement, giving the illusion the space feels larger than it appears to be. Keeping the fluidity of the store consistent, a speckled round marble table top, featuring a cherry blossom tree, which droops from the ceiling onto the centre of the table. Hanging off the branches are limited edition bottles exclusive to the pop up, mixed in with the original 4 cherry blossom fragrance bottles. Around the table, 4 ‘stations’ are set with the original blossom scents to purchase at the checkout.
Limited Edition Bottle Cabinets Within the limited-edition bottle cabinets, displays the bottles and sets which can be purchased separately and alongside for the tailored fragrance to be placed in. The bottles are also gifted for the scent to be put in, this occurs when a purchase of ÂŁ100 or more is spent on scents created on the sensory technology. This is an inventive way to promote the pop up event through a niche and glamourous bottle which radiates the entirety of the pop up event. Scents are processed and sent to the consumer once the product/s has been created.
In addition, the influencers hold a combined following of just over 1.5 million. Whilst all of the influencers hold a similar aesthetic in style and interests, they each have a vast variety of followings, regarding age, gender, and individuality. Adapting to modern forms of contact, the use of social media, mailing lists and exclusive email subscription are ways in which the experience can be promoted to the consumer. Frequent posts on Les Senteurs’ Instagram, along with mail sent to exclusive members will notify, and inform about the dates, timings and expectations of the event. Accompanying this, sneak previews in the weeks leading up to the event will be revealed, creating a build of excitement and a feeling of ‘need’ to attend the event.
Commuinication Strategy
Creating an uplifting atmosphere prior to the event holds major importance to gain consumer interest into the new sensory technology within the pop up. Key influencers such as Lorna Luxe, Hegia De Boer, Bethan Roberts and Matilda Djerf will attend the pop up event to promote and gain awareness towards the captivating concept.
Commuinication Strategy
The exterior of the store is the first element of the concept that is revealed to the passer-by. The window display is set to entice, and provide a ‘wow’ factor before one immerses into the experience. Visual interest can also be gained through a physical form. Consumers who purchase ELLE Magazine will get a preview of the store concept and what is yet to come. Found within the ‘trending now’segment of the magazine, the pop up event is featured alongside the image of the store, location and about the concept. This will also target the consumer who isn’t on social media platforms, therefore reaching the interest of other inquisitive consumers. The idea of purchasing a unique scent which has been tailored and personalised, will further encourage the consumers to ‘act now’ and physically visit the store. The limited time scale of a pop-up store, will factor into the overall message, as cherry blossom season is also short lived. Thus forming a desire for consumers to attend becoming a necessity. Providing on opportunity for attendees to boast about trying the latest technology and a part of the limited-edition exclusive experience.
LONDONS GO TO SPOTS THIS SPRING BRINGING YOU THE LATEST TRENDS IN THE BEAUTY INDUSTRY
#SPRING SCENTS
The aoura of cherry blossom is in the air this spring. Bringing you to Les Senteurs Perfumery, merging their new Scent Technology with the fresh and floral scents of cherry blossom.
#SCENT TECH
Introducing Les Senteurs latest technology. Designed to sense which personality and interests through the scanner, developing a fragrance tailored to you. With limted edition bottles and bodycare to purchase, whilst immersing yourself in the innovative experience. Under Londons top 5 ‘must see’s’ of the month.
The packing is inspired by the cherry blossom tree as a whole. A wooden aesthetic over the body of the bottles embodies the bark of the tree, followed with a delicate blossom flower graphic which overlays the main body. Complimenting the wooden aesthetic, a variety of gold lids pair perfectly, creating a rich look onto the products. Set over the body of the packaging, the brand name is displayed in a subtle but elegant manor, matching to the colouring of the lid, tying the products as one. The second form of packaging display, is for the consumer who uses the scent technology, tailoring a personalised fragrance to be put into a perfume, or a body product/s. The aesthetic of these bottles is much more luxurious which adds to the appeal of the experience. A glass body is engraved with a cherry blossom graphic adding a hint of pink colouring to create definition. In addition, the squeeze bottle and jar are coloured in blush pink matching the theme of the event. Creating a bottle of shape and unique dimension was key, which is not only used for perfume but a luxe accessorie to have on any dressing table. A feature which is added in a subtle tone,is the use of re-using the packaging, which not only helps the environment, but means the longevity of the packaging is increased. Consumers can purchase re -fills at the event, which will be processed with the rest of the purchases.
Creative Outcomes
The design of the limited edition bottles come in two forms. The first packaging display is to be used for the consumer who’s desire is simply to browse, pick, and swiftly purchase. These bottles will already contain products which are ready to be bought in the event.
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References
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Spring/Summer 2020 Concept Proposal Les Senteurs X Cherry Blossom