Fragrance Brand Proposal
Fragrance Trends 2016 Scent Trend: tropical enfusion.
Customisation.
Consumers are looking for tropical scents which remind them of the summer months yet to come. Tropical scents link to feeling youthful and exotic. Avons ‘Island vibe’ gives women a floral, fruity scent with an exotic edge.
With consumer goods being available at every corner, modern day customers are wanting something more, something made especially for them. Brands such as Jo Malone give women the oppurtunity to create custom fragrances, giving the buyer their own bespoke perfume. My Burberry aslo allows customers to personalise their fragrance bottle by having initials printed onto the bottle. Scent Trend: florals.
New retail experience. consumers are becomig increasingly interested in fragrance brand heritage. They see the importance of buying from a brand which has a real story and has clear passion for fragrance. New York’s SAKS fifth avenue is host to what is essentially a fragrance library. Saks offers plenty of scents from a variety of brands. The assistants in store help the consumer find their perfect scent. This makes the experience more enjoyable and memorable. This in store experience is likely to grow as brands fight for the approval of their consumers.
As predictable as it is, everyone loves florals in spring. They are fresh and remind us that warmer months are coming. They are known for helping women maintain the ability to feel fresh and feminine. Marc Jacobs’ ‘Daisy’ is a very popular floral fragrance as well as ‘Rose’ by Dolce & Gabanna which features a more sophisticated floral scent.
Consumer types
Girly Gal Fav scent: Marc Jacobs Daisy
Deigner drag. Fav scent: Chanel No.5
Minimalistic over and over. Fav scent: Odeur 53
Rebel by nature. Fav scent: CK One
Vegan yogi. Fav scent: LUSH go green
Gym Junkie Fav scent: right guard total defence
Initial ideas
Positioning Map Organic Soap for goodness sake LUSH Ajara ayurvedic beauty Aura cacia aromatherapy
Cocoon apothecary
Just the goods
Not Eco-Friendly
Eco bella Eco-Friendly
Love & Toast
Bulgan
Armani
Lavanila laboratories
Davidoff cool water Betsey Johnson
Nina Ricci- la de temps
Burberry Non- Organic
The Big Idea: Be Wild We created the idea by looking at various macro trends and distinguishing which ones were fads and which ones could only get bigger and better. We chose to delve into the trend of ‘getting back to nature’. As we see and increasing number of technology taking over our daily lives, people are more keen than ever before to switch off and go outside.
Be Wild is a fragrance brand which targets the active female. Not the casual gym junkie but the girl who prefers feeling the sand through her toes rather than in stilettos. She who would rather spend her money on a new pair of hiking boots than a fancy dinner. She who would rather breathe fresh air at the top of a mountain than be panting in an crowded nightclub. Our girls want to have fun, they crave adventure and pushing themselves to their limits.
That is who we aim to reach, the 18-25 year old girl, smart, creative, confident and comfortable in all aspects of her life. She has a love for adventure, she is sweet, tough and loveable at the same time. She loves sunny days catching waves at her nearest break just as much as she loves carving down the mountains in the winter months. She craves days where she can climb her nearest peak because the view at the top is always worth the journey. She lives for today and the thrill of the ride.
We are an all natural company who strives to enrich the lives of our girls and also the people around us. We use recyclable materials because we all know that it’s the way forward and our ingredients are exploding with health benefits.
Market Expansion
Bigger profits
Pro’s
Aromatherapy
expand to become a lifestyle brand
Health focus
Medical benefits: -acne -sleep easy -stress buster
Sectors
Luxury
Be Wild
Con’s
Gender
Expand to a male market
Oppurtunities
Could be seen as pretentious
harder to get younger, athletes and bloggers as brand ambassadors.
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PLACE • Mainly a Western market, however can be targeted at emerging female active scenes such as India, Brazil etc. • Sold in Free People, Urban Outfitters, HM activewear, online boutiques such as Novelle royale, Spell and the gypsy collective. • Specific website, which it is also sold on. • Pop up shops at surf festivals such as Roxy pro.
PRICE • Aiming the product at a mid-market level. • 18-25 year olds. • Less than £40 • Higher than £12 • Aim to use natural and organic ingredients which will alter production cost. • Want to use recyled materials for packaging.
PEOPLE • Employees: active humans. Design degrees. • Management, all active, must be passionate about the brand and it’s message. • Consumers: active 18-25 year olds. Have a love for the outdoors and adventures. • Laid back office environment. • Team made up of illustrators , graphic designers, artists, photographers, web designers, art directors and managers.
PRODUCT • Recyclable packaging • Linked to charity of choosing. ‘surfers against sewage’, ‘shark conservation’. • Uses natural Ingredients which have health benefits. • Packaged in tins, easy to carry, safe when knocked about in a rucksack. • Recycled tins, illustrated on, simplistic but colourful design. • 1 year warranty. If it is faulty then brand will replace free of charge.
PHYSICAL EVIDENCE
PROMOTIONS • Endorsements from active, influential females on social media. • steph gilmore (surf) • torah bright (snow) • Zella Day (music) • Ella grace denton (bloggers and models) • Mimi Elashiry • lady slider • Buy two tins, return 1 and get a free refill when it is done. Similar to MAC. • Adverts, viral video, gopro footage, empowering women, perfume seen as not flimsy but strong and will make a nice attribute to your adventure. • Snapchats with different surfers. • Pop up shops where free trials are given away at specific events. • specific ‘#’ and competitions to win a fragrance set.
• Friendly interface with a minimalistic design but includes dashes of colour. • Colour theme will consist of earthy tones. • When an order is placed, customers will recieve a personalised message via email. • A ‘meet the team’ page so that customers can find out more about the brand and who is working behind closed doors. • Easy, simplistic interface. • After order has been delivered, customers can comment on the page about their service.
PARTICIPATION
• We want consumers to become emersed within the brand. • Consumer focussed advertisments will keep them intreguied. • Monthly competitions to win travel oppurtunities. • Personalised emails on special holidays. • An online branch of the brand which lets consumers get involved, It will let cusotmers show how they are using the product. • Use Instagram as a competition base - weekly photo winner. • Create an online zine which interviews key influencers.
s
Be Wild ideal consumer Spiritual Adventure Hippie
Explorer
Mountains
Surf Free spirit
Natural beauty
Curious
Lola is 20 years old, studying graphic design at University and wants to shape, design and decorate boards when she graduates. She wants to travel when she finished her degree because the idea of settling down in one place frightens her. She eats healthily and is a keen eco activist. She’s all about recycling and makign the environment a more sustainable place. Her heart belongs outdoors, she loves the thrill of outdoor activities. Whether that is climbing up a mountain for hours all for the breathaking view at the top, or waxing up her board ready for the next swell that’s coming in. In summer she wears only SPF and spends her days accumulating freckles, deepening her tan and surfing at her nearest break. In winter she takes to the mountains with her fiends to shred some pow. Lola is a free spirit, she lives for adventure, good memories and laughter. She buys eco friendly products which use organic ingredients and aren’t tested on animals. Her favourite clothing brands are Free People and Roxy, but she loves buying backpacks and hats made for men because they’re so much better looking.
Competition A beautiful life mermaids kiss perfume. Aimed at the surfer girl with a kitsch design. Sold in Urban Outfitters and has an attractive design which stands out. Has pebbles in the bottle as extra feature. Priced at $52 in UO.
Hanako Therapies I Am... Essences offer empowerment and encouragement. Spiritual fragrance which aims itself at the hippie inside all of us. Promotes itself as being good for your mind body and soul. Attractive, authentic packaging with natural materials. LUSH cosmetics ‘Dirty’ fragrance. Loved by men and women alike. Dirty is a multilayered spearmint, tarragon and thyme perfume. Spearmint helps clear the mind and cools the skin. Other products based around this fragrance. Against animal testing.
Schmidt’s natural deodorant. Chemical free so it appeals to many, especially the new tribe of nature lovers. Crafted by hand in the Pacific Northwest, Schmidt’s deodorant is made from a signature blend of 100% all natural ingredients that really work. Poppy and someday Marfa moon mist. An mist scented with frankincense and petitgrain calms the mind while freshening the room and clearing out negativity. Spiritual brand which promotes itself as being good for the mind and soul. Sold in UO so aimed at youth.
Soul Sunday aromatherapy roller. Appeals to those who want something which is easy to carry around. Minimalistic design, cooling minty basil blend. Created by Soul Sunday, a creative collective inspired by travel and freedom.
Where will the brand be in 5 years...
Develop a mens fragrance range for the intrepid explorer. Create a ‘his & hers’ version for romantic get aways.
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Team up with Roxy sponsored athletes suc Bright and Stephanie Gilmore who will be ambassadors.
Collaborate with brands such as Roxy or Ripcurl to create swimwear ranges. The ‘Be Wild’ brand could potentially become a sponsor of specific Roxy events. This will further cement the brand within the surf and outdoors industry.
Team up with brands such as Without Walls, which is linked to Urban Outfitters to create a clothing range of yoga pants, beanies and back packs. Create a range of surboards, bikinis and wetsuits which are linked to the ‘Be Wild’ brand.
ch as Torah ecome brand
Develop ‘Be Wild’ into a lifestyle brand, encouraging outdoor living and aventuring. Hold events all over the globe with surf lessons, snowboard/ ski trips and group hikes. Create a brand blog which includes food, travel, fashion, spiritual and lifestyle posts. Get athletes and other influential outdoor loving females to write guest posts.
Primary Research I conducted market research by asking the following questions on ‘basenotes’, a fragrance forum and also strangers on the streets of Nottingham. 1.What do you look for in a fragrance? a)nice smell b)low cost c)brand story 2. Is eco-friendly packaging important to you? 3. Do organic ingredients matter to you? 4. How do you feel about solid perfumes? a) love them b) Interested c)not interested 5. Would you wear perfume doing outdoor activities? 6. would waterproof perfume appeal to you? 7. How do you feel perfume is best advertised? a) print, b) online, c)in store d) all 8. Which scents do you associate with the outdoors and freshness? a)citrus, b) woodland, c) salt and mint, d) tropical 9. Which kind of perfume do you feel is missing in the market? a)different forms, b)wearable perfume c) edible perfume Out of 20 replies, the results are as follows. 1. a) nice smell: 17/20, b) low cost: 3/20, c) brand story: 0/20 2. Yes: 10/20...No: 10/20 3. Yes: 7/20...No: 13/20 4. a) love them: 4/20, b) interested: 9/20, c) not interested: 7/20 5. Yes: 12/20, No: 8/20 6. Yes: 11/20, No: 9/20 7. a) print: 2/20, b) online: 0/20, c) in store: 0/20, d) all: 18/20 8. a) citrus: 6/20, b) woodland: 4/20, c) salt and mint: 5/20, d) tropical: 5/20 9. a) different formats: 6/20, b) wearable perfume 12/20, c) edible perfume: 2/20
Credits Alexa Boldy Cara-Marie Lippitt Daisy Parks Trudie Boateng
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