Essence of Shangri-La Room Spray
New Fragrance Product Launch AnChen Tsai November 13th ,2018
Shangri-La • Lost Horizon (1933) - James Hilton. • Fictional, Mystical place, harmonious valley, gently guided from a lamasery • Earthly paradise, Himalayan utopia – a permanently happy land
• Asian architectural • majestic mountains reflected in the waters of a tranquil lake.
BRAND OVERVIEW
Five-star luxury hotels • Asia Pacific • Canada • Middle East • Europe
SEGMENT GROWTH
Global luxury hotel market size
171 Billion
2017
232 Billion
2025
CAGR of 3.9 percent during 2018 to 2025.
Prestige home scent market size
50.6 million
2016
80.4 million
2017
59 % increase over 2016
MARKET SIZE Top 5 luxury hotel make up 26.46% of the market share Global revenue 4.12 Billion 13.59 %
2.41 %
6.59 %
1.24 %
North America Revenue 1.8 Billion
North America Revenue 2.27 Billion (2025) 2.63 %
CONSUMER ASSESSMENT Demographic
Psychographic
• Age : 25-64
• Bring the luxurious feeling of the
• Location : Worldwide • Income : 360,000+ / year
hotel back to home. • Associate the happy memories of the trips.
• Occupation: Influential positions, Retired.
Lifestyle • Jet-setter • Experientially driven • Enjoy ultra-fine dining options and scenic views • Appreciate quality of life and health consciously
Always Luxury
Cash-Rich, Time-Poor
Special Occasion
Strictly Opulent
Bluxury
Independent Affluent
COMPETITIVE ASSESSMENT
XV BEACON
RITZ-CARLTON
FOUR SEASONS HOTELS
• Dark, sexy design.
50 Central Park
Own signature scent
• Deep, woody notes and a hint
• Natural elements found
• Chicago -Lake Breeze.
BOSTON, MASSACHUSETTS
of mandarin for softness, as well as bitter chocolate and magnolia.
NEW YORK CITY
outside the hotel’s front door.
SELECT PROPERTIES WORLDWIDE
• Austin - sun-ripened figs, coriander, peaches, sandalwood.
COMPETITIVE ASSESSMENT
€60.00
Diffuser $59
LE SIRENUSE POSITANO, ITALY
Eau d'Italie collection • Fragrance and skincare products • Scents of the Mediterranean • cooling breezes combined with citrus.
RITZ PARIS
PARIS, FRANCE
L’Ambre Ritz • 20 years • Mix of amber and delicate oriental notes
CONSUMER CONCEPT The Essence of Shangri-La
The Essence of Shangri-La New York City Special edition that only sale in the New York Shangri-La.
• Room Spray Bottle: 80ml $53
• Reed diffuser Bottle: 200ml $65
• Candle 150g $60
• Room Spray Bottle: 80ml $53
FORMULA MOOD BOARD
Its fresh and clean, subtly Asian evoking the sensations of serenity and calmness in the New York City.
STORY
Taking the tranquil spirit of the mystical Himalayan utopia, to give the oriental experience of immortality to consumers in New York City by infusing the natural elements of the central park. Evoking the fragrance with the ingenious
big apple atmosphere and smoky concrete jungle. Come across the unexpected experience at the Shangri-La New York where you can sense the green of nature and the light of the city that Never-sleeps together.
CAMPAIGN HEADLINE
Urban Oasis The new fragrance aims to create
“Urban Oasis�- to bring the oriental experience of immortality to consumers in New York City by infusing the natural elements of central park.
VISUALIZATION
• Oriental sandalwood expressing the Asian’s hospitality • Heavy floral fragrances sophisticated ingredients that work in a fast-paced urban environment. • Accord Oriental Modern Emphasizing the luxurious scent from Asia
FRAGRANCE NOTES The sweet Naru scent • •
Light bergamot Tea spiced with ginger (Freshness and floral feeling)
Leather - Luxury note Lavender - sedative and calming effects • • •
Vanilla Sandalwood Musk
Accord Oriental Modern -emphasize the luxurious scent from Asia.
SHANGRI-LA NEW YORK CITY
PRIMARY PACKAGING
Original Packaging
PRIMARY PACKAGING
SECONDARY PACKAGING
SECONDARY PACKAGING
Original Packaging
USAGE & ACTUATION
MARKETING EXECUTIONS
@shangri_la_nyc Shangri-La Hotel ,New York City
MARKETING EXECUTIONS
MARKETING EXECUTIONS