ETHOS
Ethos* \ ˈē-ˌthäs\ \
The distinguishing character, sentiment, moral nature, or guiding beliefs of a person, group, or institution. *Defined by Meriam Webster
Opportunity New Brand. New Fragrance. Target Market Popular Culture COTY
ETHOS
Insights
Cultural
Fragrance
Insights
Cultural
Fragrance
Urbany Fluxury
Sampling Happiness
Embedded Generosity
Feeling/Emotion
ETHOS
Ethos Concept
Concept
Betterment of Collective
Self - Expression Energy of a City
CITY YEAR
“Give a year change the world.”
Concept
ETHOS
Target
The Urban Advocate
Target
PsychoGeographic
Urban 13-34
Open
The Urban Advocate Capacity to Change
Urban Pride
Embedded Generosity
Sensory Associations
Current Fragrance Ownership
Cannibalized other Brands
Is separate from your life
No connection to who you are
Ethos Ownership & Difference Cannibalized other Coty Brands
Is separate from your Life
No connection to who you are
Does not cannibalize other brands
Fits into part of your life
Complements who you are
Emotional Rewards
Does not cannibalize other brands
Fits into part of one’s life
Complements who you are
ETHOS Embedded Generosity
Emotional Reward
Ethos Revolutionizing the way you connect with your city.
Core Brand Values
Ethos Inclusivity
Expression
Altruism
Bottle Design
Package Design
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E&-$."'$/&$8&)9).2&8.+0.+/*)&-,.*#+%)&'%&($/+")(&"$&"#)&1'"2&3)+.&$.0+/'4+"'$/: !"#$%&.)*$0/'4)%&"#)&/))(&8$.&2$,/0A&,.<+/&+(9$*+")%&"$&()F/)&"#)>%)79)%&"#.$,0#& "#)'.&)/9'.$/>)/"&+/(&"#)'.&+*"'$/%:
Pricing 5% to City Year
1.7 oz. $31.99 3.4 oz. $45.99 5% to City Year
Coty Beauty Brand Line Lifestyle Line
Marketing Outline
Advertising
Sampling
Purchase
Ethos Advertising Samples
Media Launch Beauty / Style Bloggers
Trend Hunting Consultants
Influencer Launch Paid fragrance wearers
Ethos Guerilla Advertising
Passport leave behind
The Urban Advocate
Samples in restaurant / bar bathrooms
Gyms
Ethos Samplings
ethos
Add crosswalk ads, stickers, direct mailers ethos
Purchase
Online
Ethos Distribution
Boutiques
Radius of City
Created culture based on trends and insights
New fragrance concept based on something greater
Depth of Ethos vs. shallow competition
Complementing existing culture
City Year Partnership
Ethos
Conclusions