Man Repeller Fragrance Launch Plan
Table of contents
Mission Statement
1 Mission Statement 2 Company Overview 3 Brand Image board 4 Social media channels 5 Target customer 6 Fragrance Development 7 Scent Inspiration 8 Ingredients 9 Indirect competitors 10 packaging 11 Marketing plan 12 conclusion
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For my Senior Capstone, I decided to launch a womens' fragrance for the multi-media brand Man Repeller. inspired by the fragrance industry, I feel That there is an opportunity to extend the brand further. 2
What is Man Repeller You Say?!
Man Repeller is... A sacred community for women, by women who have open access to talk about womanly things. It is a direct source to fashion as well as beauty, wellness, relationships, culture, and feminism. Man Repeller is for those who are not willing to compromise their love for fashion, style and ultimately, what they believe in.
Company Overview Founded in 2010 by now editor-in-chief Leandra Medine, Man Repeller is a muti-media blog. MR started out as a blog that Medine crafted when she was only 20 years old living in her parents' house. The essence of the fashion blog was about the women who style themselves as “man repellers. These women that she wrote about would go out of their way to dress as they desired, thus giving them a sense of empowerment and support.
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Today, Man Repeller comes down to a lifestyle that has a known presence all its own. It is a never-ending writing destination for those who choose to wear and dress however they feel. The Man Repeller blog is able to reach out to the vast audience from the site as well as through multiple channels of social media.
Social Media Channels
Likes/Followers Facebook 324,849 likes
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PInterest 108,305 Followers
Twitter 373K Followers 14.6 Likes
Bloglovin’ 114,953 Followers
Instagram 1.7M Followers
Flipboard 543 Followers
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Target Customers
India Whitmore
Man Repeller has a large following of faithful and motivated minions. Man repeller is not just a blog for you or me, but for anyone with a sense of attitude and a passion for fashion. Whether you are a fresh out of high school student, or starting your career, Man Repeller relates to all. The demographics of the company range between 18 years old to mid thirties, but is also open to all that visit the blog and contribute.
age: 20 Relationship Status: Just got out of a long term serious relationship Income: $35,000 Location: Astoria, New York Education: Bachelors Degree Occupation: works at a PR Firm in Graphic Design Hobbies: Going to local thrift stores with friends to find vintage pieces. Loves shopping on 5th Avenue. Enjoys drinking lattes at the local coffee shop.
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Lesslie Anne
age: 28 Relationship Status: Married with a child Income: $65,000 Location: Upper East Side, New York Education: Masters degree in psychology Occupation: Editor at Id Magazine Hobbies: Going to Soul cycle during the weekends. Wanders around at local farmers market. Contributes weekly to man repeller.
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sophie Simmons
age: 36 Relationship Status: Married with three children Income: $85,000 Location: Indianapolis, Indiana Education: Bachelors degree Occupation: Professor at University of Indianapolis for female studies Hobbies: Roaming around all of man repeller's social media.
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inDirect Competitors
New and Innovative 1 Fragrance Eau De Parfume Price:$80.00
Fun and quirky 16 Fragrances Eau De Toilette Price:$62.00
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Modern amd dynamic 137 Fragrances Eau De Parfum, Eau De Toilette Price: $30.00-$65.00
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Fragrance development From every aspect that Man Repeller has to offer, I have been inspired to create a scent for women who are strong, independent and do not confine themselves to the status quo. This scent should be an ode to women that translates the message of a spicy individual who enjoys the finer things in life.
Scent Inspiration This fragrance will be a daily reminder for women of all kinds to embrace their true selves and let the crazy and quirky run wild.
Tantalize Mysterious Spicy Fun Quirky 19
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Ingredients Powdery
Top Notes
A variety of synthetic and natural notes that give the feel of powder, notes of orris, violet, vanilla and rose
Essence of Basil Lively peppery spicy green notes, member of the mint family, belongs to the greens and herbs group
Ambery Admired for its charm and grace, sweet, cozy, warm and default oriental notes
Marine Adds fresh, bright, watery, and algae to fragrances, sea spray, dewy and ocean breeze
Base Notes Gourmand Consists of primarily of synthetic edible notes, honey, chocolate, coffee, and vanilla and provokes memories
Heart Notes Spicy Creates warm and pungent sensations, most derived from nature, ginger, pepper and cinnamon
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Modern Chypre A family of accords that are composed of citrus top-notes, labdanum center and oak moss and musk for a base, fresh and woody
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Introducing... Man Repellant!
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Man Repellant Stickers
stickers are included inside the packaging so that each user of the fragrance has the opportunity to decorate their bottles the way they prefer.
With the fragrance, there will be an added touch of personalization. every woman is different and unique, and man repeller relects that through the packaging. The bottles will be the same for everyone, but inside will include something special.
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Marketing Plan Sample Size-$32.00 Large Bottle-$62.oo For the launch the Man Repellant fragrance there will be a contest through Man Repeller's website. Each contestant will be able to vist the post about the contest through the site and upload a haiku. Everyday the blog will be monitored to see which submissions are in favor the most. This contest will be judged by the visitors of the blog once they select the posting. through this, each contestant will have the chance to recieve the Man Repellant fragrance. The first 15 contestants that upload their posting will receive the sample size fragrance. From there the next ten will receive the larger bottle. The best upload will get the opportunity to fly to new york to do a styling launch for the fragrance with the Man Repeller team and be featured on their social media. 27
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Social Media Marketing
man repellant
The promotion for the fragrance will be shown throughout the landing page of Man Repellers’Instagram as well as feature a posting dedicated to the fragrance launch. 29
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Conclusion For man repeller, a new and exciting way to raise eyebrows would be to launch the first ever Man Repeller fragrance, man repellant. This initiative will aid as a new way to enter the fragrance market, and release a scent for every woman that reads, "HEy im here and my shit doesn't stink!".
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References
www.manrepeller.com www.businessinsider.com/ www.businessoffashion.com
Amanda Liffers amandaliffers.com