This is our booklet to communicate our idea’s and concepts for the fragrance brief. It will show in more depth our target consumer and how we want the end product to look, including the bottle and the packaging.
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Concept
Consumer
cOMPETITION
bOTTLE AND PACKAGING
concept
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We have created Origin to promote equality; both gender and sexuality. Genderless as a concept is already a major trend for 2015 in sectors such as fashion and lifestyle. We feel that this concept should occupy the fragrance market as majority of fragrances created today are aimed at either males or females. The advertisements of these fragrances usually contain sexual connotations, the idea of genderless is to remove all gender and sexual connotations in order to cater for those who do not aim to wear fragrance as an an attraction to the opposite sex.
We believe those who do not define as male or females are not catered for within the fragrance industry. We believe transgenders/asexuals are not catered for within the fragrance industry, therefore we have chosen to focus on Genderless as our concept in order to provoke emotions such as belonging, confidence and power within our target consumers. Origin has been created as a statement to support eqaulity among all genders who are rejected by the generic products of the mass market.
We are aiming our fragrance at a niche market of anyone that feels that they do not fit into the gender categories of male and female, anybody that considers themself a non-binary gender. Our consumer would be highly interested and involved in gender equality as well as regularly campaigning for LGBT rights. These people would not view fragrance in the same way as your contempory consumer and are less interested in using fragrance to attract potential partners. Instead, they are looking for a statement scent, a modern unapologetic rarity that purposely distances itself from the contempory market. A genderless scent, not a unisex scent.
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Consumer
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Competition
Many major brands such as Tom Ford, Jean Paul Gaultier and Dolce & Gabbana choose to release a unisex fragrance in order to target a mass market. These brands already cater to so many that they can afford to bring out these fragrances, knowing that they won’t sell as well as their other products which are specifically marketed for male and female. More exclusive fragrances such as ‘Molecule 01’ and ‘Creed Fragrances’ are more expensive and tend to be sold at stores such as Harrods or Selfridges only. The most successful unisex fragrance ever is Calvin Klein’s ‘One’. This fragrance was launched in 1994 and continues to be sold today. Klein has also released various editions including ‘One Summer’, ‘One Electric’ and ‘CK Be’. We would see the exclusive brands as our main competition, this is because we have decided to target our genderless fragrance at a niche market. Like these fragrances we would sell our product in stores such as Selfridges, especially as they have recently opened ‘Agender’.
Bottle and Packaging
We would design the bottle in the shape of a circle, to go with the symbol of genderless. We would like it to be clear glass, with the logo going all the way around the bottle. In the way of packaging, we’re wanting to keep is very clean and simple. By having a thin white box We want to keep the packaging as minimalistic as possible. To keep the box free of lots of lettering and simply show our product name. and logo.
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