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Since 2011 the high end home fragrance market has increased 3.3% in scented candles, diffusers and room spray products. Mintel, (2013)
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Concept overview As a team we wanted to create a product that was new and exciting, we wanted to create something the fragrance market hadn’t seen before. “Without a Trace” is a rich and mature fragrance for the home, for a wealthy male with a high disposable income, between the age of 25 and 35. Our product is aimed at an eligible bachelor, in the traditional sense of the term. Inspirations came from such brands as Tom Ford, Calvin Klein and Diesel, as sensuality and passion is key to their brands – much like ours. Our product revolves around our consumer. Much like his lifestyle, our fragrance is rich, slick, casual, inviting and most importantly sensual.
The opportunity When we initially researched the home fragrance market, we found a lot of room sprays, vanilla diffusers and products like Glade and Febreze. Once we searched stores like Liberty and Selfridges we were able to see the more niche side to fragrances. We found home fragrances that catered to a certain audience(not the general ‘mumsy’ attitude most home fragrances had):
After researching into a number of different stores and companies, we discovered that not one brand is doing what we want to do. After this, we decided to create an online survey to see if our fragrance is something our consumer would buy for the home.
Survey summary •
84% of men have previously purchased a home fragrance
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49% of those men bought the fragrance for the bedroom
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49% would spend £20 or more on a home fragrance
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38% buy a home fragrance to get rid of unwanted odor
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90% of men would purchase a home fragrance from a department store or supermarket
we have also thought about creating a travel version of our fragrance: •
92% of men live in either an urban or part-urban environment normally
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98% of the men we asked travel either regularly or occasionally
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71% of men travel due to either their lifestyle, for pleasure or work
Survey summary due to the nature of our product, we felt it necessary to research into our consumer’s relations: •
50% of men describe their previous relationships as ‘long term’
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27% described their relationships as ‘short term’ or ‘purely casual’
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50% of men experience relations with the same / opposite sex monthly
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While 56% of men experience their relations weekly
Competition This is an example of how our competition are also trying to disguise their home fragrance, by posing it as something else. It also has a similar scent to the one we were hoping of creating:
Architettura Room Spray 100ml from the Fornasetti collection Signature scent: Otto, incorporates Mediterranean herbs, woods and incense Container: Ceramic Price: ÂŁ85
Competition Fornasetti Profumi is a brand that disguises its room sprays in covers or patterns that look like ornamental. As a brand, we want to disguise the true purpose of our home fragrance, but perhaps in a more traditional and masculine way than Fornasetti:
Giardino Segreto Room Spray 100ml From the Fornasetti collection Signature scent: fresh scent of cypress, ivy and cedar wood blended and the dusty dry aroma of balustrades. Container: Ceramic Price: ÂŁ85
Competition Our home fragrance will be a diffuser when in use, but when the reeds are taken out, it will no longer look as what it’s meant to be. Here are examples of our competitors when it comes to diffusers within the home fragrance market: 1
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1: Frédéric Malle Diffuseur Features: Spraying irresistible scent in small spaces, create a beautiful olfactory atmosphere. Price: £74 2: 34 Boulevard Saint Germain Diffuser 75ml Features: Turn the diffuser to release a fragrance cycle of twenty minutes. It ispreserved through osmotic action. Price: £100
Consumer research Lifestyle Style Pen Profile
Lifestyle - what does he do?
Style - what does he look like?
Pen profile Charming Plenty of Love Interests
Confident Smart
Always got Money
Educated Good Looking
Rebel
Pen profile Wears Elegant Clothes
Smart
Educated Well Travelled High Powered Job
Flashes the Cash
Well Groomed Promiscuous Assertive
THE BRAND IDENTITY, PERSONALITY, VALUES, POSITIONING & ESSENCE
Brand identity Brand Name: Without A Trace Colours used: Shades of grey Character: Exclusive, young and ambitious Typography: Customized
Brand positioning High End
Mankind
Mr Porter
Liberty’s Jo Malone L’Occitane
Coco de Mer
Selfridges Agent Provocateur Intimate
Reserved
Ann Summers Ambi Pur Low End
Brand personality • • • • • • • • • • •
Luxury Discrete Daring Independent Contemporary Reliable Intelligent Sophistication Masculine Charming Unique
Brand essence & values Personality: our brand is a rich, mature fragrance for the eligible bachelor, to leave his night in the past; without a trace Design equation: traditional decanter shaped bottle with modern monochrome packaging – a modern twist on a traditional bachelor Brand promise: eliminates unwanted odors after sexual encounters. It freshens and seduces‌ ready for who is next? Values: we want our home fragrance to be; secret, sensual discreet, rich & fresh Benefits / Attributes: the consumer can have several encounters and can eliminate odors easily by using the fragrance. The fragrance also has a rich and seducing scent, which can often act as an aphrodisiac
Brand personality • • • • • • • • • • •
Luxury Discrete Daring Independent Contemporary Reliable Intelligent Sophistication Masculine Charming Unique
Art Direction
Art Direction – Model Choice
• Cotemporary Style • Cool Edge • Sex Appeal • Dirty Atmosphere
Art Direction – Colour Palette
Art Direction – Video Shoot
• Slow subtle movement • Close-ups of torso to create sexual tension • Music that would have a sensual beat • Using movement and music together with a steady rhythm