PURTRI Fragrance Design Brief
CONTENTS 2.
Concept
5.
Consumer
7.
Competition
8.
Bottle & Packaging
CONCEPT Taking influence from three step beauty regimes, we aim to create a collection of three scented products which increase the longevity of a fragrance. Our ambition is to change the way people think about the application of their fragrance and how applying the same methods of our beauty routines, allows our fragrances to travel further throughout the day. The wearer will be able to combine all three fragrances with varying degrees of longevity and weight of fragrance. +
1.
Hair absorbs scent better than the skin allowing for longer wear. The first in our fragrance collection is a light scent that is applied onto the hair. Slowing down the transitions of the notes, the fragrance allows scent to linger and maintain an intimate fragrance trail.
2.
The linen spray allows the wearer to apply scent onto their clothing or within the home. Fabrics tend to maintain scent the longest meaning the linen spray will be the product with the most wear and least applications.
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3. The third scent
will come in the form of a balm, enabling the wearer to apply scent directly to the skin. As well as being a travel friendly base fragrance, the wearer will be able to carry this item and refresh throughout the day.
CONSUMER Occupation
Stylist - Rushes around to attend multiple engagements
Hobbies
Fitness, attending fashion events, blogging, live music
Age range
Music
Seahaven, Foxing, Ed Sheeran, Foals
Shops
Topshop, Reiss, All Saints, Zara
Films
The Devil Wears Prada, Submarine, Love Actually
25-35
Women who are always meeting new people and need to make a lasting impression.
Women who have active life styles and are always on the go.
Occupations include
Stylists, lawyers, business types and models.
COMPETITION As we are doing a three piece routine fragrance we looked at the existing brands which had produced a scented hair spray, a fabric/clothing spray and lastly, a perfumed balm. We noticed there wasn’t a great deal of brands which had created a three piece fragrance based on it being a morning routine etc. Brands such as Thierry Mugler, Victor and Rolf, Stila, Sachajuan, Brit and Marchesa were the main hair scents which we found. All were a product completely by
themselves. Brands found to do fabric sprays were limited. Most were for standard linens and washing etc, so therefore we feel we have an advantage as we bring a quirky twist as the fabric spray will be in your control for your clothing to help you smelling great for longer. a few balms exist, from organic companys such as lush and the body shop, but the scents are limited. we therefore feel theres a perfect gap in the market for our 3 piece perfume ritual.
Bottle & Packaging Designs
BOTTLE & PA C K A G I N G We like the idea of doing a fairly neutral bottle in white or light grey with splashed of colour. Features we do not want to include are: bold areas of black tones and dull brass colours. Features needed to be included are: Femininity without being overy girly. We need it to be sophisticated and classy. The three bottles must be fairly similar in size and deisgn but not identical.
Angliqua Goodwin / Issy Symonds / Rosanna Purkins / Sascha Driver