Plastic & Wax - Perfume Project

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PLASTIC WAX ASHLEY JADE MOSS N0500552

CONTENTS CONCEPT

- DESIGN EQUATION

- VALUES

- PERSONAILITY

- PROMISE

- ATTRIBUTES

- TARGET MARKET

- TRUTHES

- PACKAGING

- SELLING PRICE LAUNCH

- CONCEPT

- LOCATION

- AGENCY PROMOTIONAL STRATEGY

- WEBSITE

- FACEBOOK

- INSTAGRAM

- TWITTER

- VINE

- PINTEREST

- BLOGS 12 MONTH PLAN CONCLUSION

CONCE

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PT

Plastic and Wax is an exciting new brand offering solid perfume to the young female explorer, with a passion for music, art , culture and life experiences. It is inspired by the sentiment of freedom. It challenges the impracticalities of other solid fragrance brands and combines this with artistic flare and cultural references. Plastic and Wax is a travel friendly product; this means that it can be taken aboard a flight or any other mode of transport for that matter without the issues that you are faced with that of a standard liquid fragrance.

Its main selling point however is that it is the essential festival friend. During the development of this product, music and art festivals such as Glastonbury and Coachella were used as its muse. These festivals not only offers a weekend full of musical diversity they also simulate youth culture, offer contemporary arts, theatrical experiences, movies, food from all over the world, painting, sculpting, textiles art , environmental technologies and green areas. They reach out to a whole host of subcultures offering such a vast array of experiences that may often originate from an unknown background. Everything about their ethos of living and experiencing is the exact message Plastic and Wax aims to Portray.

VALUES

DESIGN EQUATION Instead of a logo Plastic and Wax uses a specific font, letter sizing and spacing. This is used consistently throughout everything that they do. This will as a result will hopefully become ‘their font’ which their consumer will recognise them for .

Along with signifying good times the product is also very ethical. It is alcohol free and anti-animal testing which means not only is it aesthetically desirable it is also good on the inside to. Should the brand expand and more fragrances be launched these valu

es Shall remain. They bare a

significant importance to both

our consumer and ourselves.

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PLASTIC WAX

They also use a specific print which features an array of bright colours.

The colours represent their fun and playful personality and are displayed in a cloud like form which makes reference the famous Indian Holi festival of colour.

The festival signifies the victory of good over evil, the arrival of spring and the end of winter and for many is a day to laugh, forgive and forget. (wikipedia)

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The whole meaning of the Holi festival is something which lies very close to Plastic and Wax’s brand values.

PERSONAILTY Plastic and Wax considers its self to be an anti-commercial brand, taking a more intimate and personal approach to its consumers. The product itself has a bohemian, free spirited feel to it and it is that persona they want to give off rather than a brand looking for mass market domination.

PROMISE The product challenges the impracticalities of other solid perfume products as it can be applied through rubbing it onto the skin as opposed to applying it with your fingers. This innovative design will always be a key part of the brand and something which Plastic and Wax are proud of. The scent expression of a Plastic and Wax solid fragrance is also a lot stronger.

Uses can expect the scent to noticeably last for up to 5 hours , however with other solid fragrances that is significantly lower.

ATTRIBUTES An added attribute to the fracgrance is that while it is on the skin it has a moisturising effect.

TARGET MARKET The target consumer for Plastic & Wax is a 21 – 25 year old probably preparing for a gap year, Reads weekend newspapers, Dazed and Confused and Elle magazine. Her favourite authors are Jane Green and Paige Toon.

She is a keen traveller and is keen to see the world and experience other cultures.

She is a spontaneous person who has a lot of plans for over the summer months ranging from festivals, such as Cochella ,Glastonbury, Parklife and No Tomorrow.

To music gigs, from the likes of Jake Bugg, London Grammar, duke Dumont, disclosure and Arctic Monkeys. She is also a fan of casual nights out with friends.

She shops at places such as Urban Outfitters, Brady Melville, local vintage shops, ASOS marketplace as well as some key items from Topshop and Zara.

Social networking plays a significant part in her live, she is a keen blogger, blogging on up and coming products and events. She’s also a fan of Instagram, Facebook, Twitter, Pinterest and vine.

She is always looking for something new and quite likes to use products that aren’t necessary aimed at the mass market but rather take a more personal approach. She is completely against animal testing so refuses to use products that have developed this way.

Plastic & Wax are very proud of their values and promise to remain as social and ethical as they set out to be.

Whilst being popular with their target market they arnt looking for mass market domination. What they are offering is a high quality, practical product that has attention to detail. This will never change.

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TRUTHES

PACKAGING

I wanted the packaging to be innovative but artistic. The packing of the fragrance itself is in a cylinder form with a twist mechanism pushing the solid fragrance up and revealing it, similar to that of a lipstick. The inner of the packaging features the Plastic and Wax print whilst the outer packaging is translucent plastic with the brand name written on it.

SELLING PRICE

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The fragrance will retail at £25. This I feel is both a realist and profitable price. I understand from our market research that this is a price point that the Plastic and Wax consumer is willing to pay, particularly for a fragrance that has the quality, values and personality that Plastic and Wax’s has. The price also takes into consideration the cost of the packaging and other running costs that will take payment from the sale of the product. A RRP of £25 ensures all these costs are covered and a profit is made. Again this is also a realistic selling point as highlighted from market research.

The Fragrance will initially be sold online through the Plastic and Wax website it will also be sold through Air ports, this will highlight the portability and traveling factor of the fragrance and through Urban Outfitters. I have chosen to sell my fragrance through Urban Outfitters as their brand image and concepts takes inspiration from contemporary art music and fashion. They are targeted to 18 – 30 year olds with an urban mind from an educated background. They offer an eclectic mix of apparel for both men and women along with lifestyle merchandise for an apartment. The brand ethos resonates throughout everything they do from their website to their stores. I feel Plastic and Wax would fit in perfectly at Urban Outfitters as their image is very similar. As Urban Outfitters is an American brand I see this as an opportunity to break into the American market. Something which I will talk about later on in this report.

LAUNCH The concept of the launch is, a large white tipi tent with PLASTIC & WAX printed onto it, with a DJ inside blurting music out into the masses of people walking around the various stands at a festival.

In order to gain their attention there will then be smoke machines blowing coloured smoke out into the revellers.

People manning the stand will then be either be passing out samples of Plastic and Wax or throwing coloured paint.

People will then be encouraged to join in on the paint throwing; they will also be encouraged to throw the paint powder at the white Plastic and Wax tipi tent which will gradually transform it into a colourful landmark of the festival and brand. The Tipi tent will also have free phone charging for people that purchase the fragrance.

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LOCATION The launch of Plastic & Wax will take place at this year’s Glastonbury Festival of Contemporary Performing Arts.

“Glastonbury Festival is the largest greenfield music and performing arts festival in the world and a template for all the festivals that have come after it. “ ( Glastonbury.co.uk)

The Festival has distinct socio graphic regions from commercialised areas to more alternative, chilled out areas giving every type of reveller something they can enjoy. I have decided that the launch of Plastic and Wax will take place in 5 of the festivals area, The park, the park is home to open air stages, late night bars and cafes, tee pee villages, art installations and an illuminated 17 metre Ribbon Tower that looks out over the entire Festival site.

Beat Hotel, since 2011 the Beat Hotel has provided a delicious, decadent, delirious environment within Glastonbury, a fully-furnished freak-zone, a sanctuary within a sanctuary where you, the beautiful people, can take a few hours to step out of time and into the lazy groove unique to this special space.

Silver Hayes , recently renamed is the famous dance area of the festival.

“The area has three areas.

Sonic, the headlining tent with a 7,000 capacity, Crack favourite the Wow Stage for the hottest underground up and comers and Gully an entire recreated street of pulsating music showcasing the newest MC’s and DJ’s.” ( crackmagazine.net )

Block 9, This late night wonderland will open from sunset to sunrise. Expect heavyweight soundsystems, underground nightclubs, bars, huge art installations and some extremely alternative performance.There are four areas within Block9 .

Genosys, the outdoor arena explores the birth of electronic dance music and its lasting legacy. An audiovisual hybrid that blurs the boundaries between art, video and music, Genosys celebrates the pre-digital dance floor.

The London Underground, The mighty London Underground is an unmissable highlight of late-night Glastonbury. A sinister, decaying tower block with a life-size, blazing tube train bursting from the fifth floor, this towering nightclub venue showcases the cream of London’s sound-system underground.

The NYC Download , created for Glastonbury in 2007 as an answer to the absence of UK gay festival venues. In this replica of a ruined NYC tenement, the murky homo fantasies of the Downlow crew resurrect New York’s golden age.

The Download Radio, The number-one portal for the global homo-soul-funk underground, It’s all about the simple pleasures in life: a black box, a fat sound-system and a collection of the hottest, vintage black music devotees this side of the Atlantic.

Shangri- la is an immersive installation, a vast interactive fictional world brought to life by a creative team of over 1,500 crew, performers and artists. Renowned for its originality, artistic quality and attention to detail, it is an entire realm to fall into, with layers upon layers of creativity to explore. The area has six parts to it. The Shangri Hell Stage, Shangri Hells Corporate Headquarters, Shangri Heaven, The Heavenly Dome, The Heavenly Arena and The Visual Arts. .

I have chosen each of these areas of the Glastonbury festival because I believe between the five of them they each support a different guise of the event but combined give a rounded impression that is both cultured and musically diverse. I feel the Plastic and Wax launch will fit in perfectly and be successfully promoted within each of these areas as more so than the other areas the festival has to offer. They each represent a persona that can be related to that of Plastic and Wax. It is important I feel that the location of the launch is considered just as much as the launch itself as it is vital it fits in with the whole product and brand ethos. I am confident that Glastonbury festival and these selected areas are a perfect location to launch Plastic and Wax. Figure 8

AGENCY I will be joining forces with experience agency TRO. TRO is made up of over 200 people around the world that create brand experiences. They work in all media channels and are very successful in creating activations that excite, inspire and engage. In 2012 TRO worked with Lucozade on their Festival Yes campaign an IVCA Livecom Award winner. I remember seeing this campaign in 2012 and it had always stuck with me.

As Plastic and Wax is heavily influenced by festival revellers this campaign has influenced how I would like Plastic and Wax to be launched. One of the reasons I chose TRO was because I felt confident after looking at their previous work that they were the perfect agency to pull of precisely what I want. They have successfully actioned launch campaigns in a festival environment before so for me they are the perfect choice.

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PR OM

OTI

I feel launching Plastic and Wax at Glastonbury would be the best way to for the brand to break into the public eye as here they would be surrounded by their target consumer.

As you may know if you go to a festival the vast amount of people and stands make it near on impossible to stand out.By throwing coloured paint and offering free phone charging ( a much desired luxury at a festival ) I am confident that Plastic and Wax will more than stand out from the crowd. Being in more than one location of the festival is an added bonus to our launch as It means it won’t fall victim to overcrowding and will be accessible to people all over the festival not just people from one area, thus creating a bigger impact. By giving people the opportunity to charge their phones I hope that this will encourage them to get busy on social media once they have experienced the Plastic and Wax launch.

Plastic and Wax won’t have a celebrity endorsement it will rely purely of the set up of the launch and the potential impact it could have on social media.

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V I T

C A

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Plastic and Wax will be promoted through a number ways which will rely heavily on social media.

WEBSITE Firstly Plastic and Wax will have their own Website. The website will feature the brands story, all the key benefits of the fragrance, links to purchase the fragrance, promotional activity updates, reviews and links to our other media platforms.

FACEBOOK Facebook is the world’s largest social media platform with around 1.15 billion monthly active users. Whilst I know Plastic and Wax cant and don’t want to appeal to that huge number of people it shows the sheer potential that it has should people like the product and brand and promote it through Facebook. Plastic and Wax has its own page that users can like and keep up to date with promotional activity and share with other users. (techcrunch.com)

INSTAGRAM Instagram is a visual platform that Plastic and Wax uses to create and develop a visual archive of images and short videos that may either inspire the brand or represent what the brand is up to. Instagram has 200 million monthly active users and is particularly popular with Plastic and Wax’s target consumer. Instagram helps us reach the creative and visually intrigued consumer.(instagram.com/press)

TWITTER Twitter has around 255 million active users that between them send around 500 million tweets. This shows the sheer power of this media platform. Now more than ever consumers use twitter as the communication link between themselves and brands all over the world whether it be sing their praises or the quite opposite. Again like the others, Twitter is a very powerful tool to again publicity. So long as it’s the right kind. ( twitter.com/company )

VINE Vine is a social media site that shares short videos. Plastic and Wax will use vine to document promotional activity, inspiration and and general footage that tickles their tastebuds. Unlike the other forms of social media Vine is relatively small with around 40 million users, however this is increasing everyday . It is still new compared to the other social media platforms but Plastic and Wax like to be a part of things that are up and coming. Like themselves. ( marketingprofs.com )

PINTEREST Pinterest allows you to create visual books marks of anything you find on the web and store in a visual archive that you can return to at any time. Plastic and Wax will use it to store everything that influences the brand and consumer. Our consumers can then follows us and take reference from anything that we choose to document. Pinterest has around 70 million users, 80% of which are female. ( expandedramblings.com )

BLOGS “Blogs are one of the fastest growing areas of what has become known as Consumer Generated Media� ( Harriet Posner ) Blogging is a huge phenomenon of todays society. Bloggers have the power to make and break brand through their influential opinion. Not only will Plastic and Wax have a blog they will aim to keep tabs on any discussions that may be going on regarding the brand to ensure they are providing the right service and product.

Social media is vital part of a brand success. “There has never been an easier way to find out what the market place is thinking about you, your company and your products� ( Meerman Scott 2007 ) Brands that don’t blog or used social media are almost seen as secretive verging on deceptive. Not only is social media important because of the impact it has on the market it is something which our consumer lives through, every single day. In order to stay connect we need to eat , sleep and breath it to.

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For the next twelve months Plastic and Wax’s initial concern will be to gain enough publicity that it finds its place in the market. Whilst Plastic and Wax have no desire to gain market domination they do want to ensure that in their first year they develop enough of a consumer base that will keep them on the market. I feel the time of the launch, of the brand and product will create a huge advantage as it in summer when all the festivals tend to be. It is also a times that our consumer likes to travel. If we get their attention now and make our product a necessity then they are likely to use it all year around.

After Glastonbury , I would aim to have Plastic and Wax featured at a number of UK based festivals and airports. The more success we have from one will lead on the expanding onto another. Throughout the first year I would also aim to create a firm and loyal social media following this will then set the foundations for future developments.

As mentioned previously, the Plastic and Wax fragrance will be stocked at Urban Outfitters. Urban Outfitters is an American brand. As Plastic and Wax becomes more popular and well known, I would like to look into breaking into the American market. I would do this through two main routes. Firstly I would have the fragrance stocked in the US urban outfitters stores and secondly I would like to officially launch the product in the US, in a similar way that has been done here in the UK, at the famous Cochella Valley and Arts Festival.

After the first year I would like to ensure that Plastic and Wax are anticipated returners to both UK and American festivals. Depending on the demand for the product I would also consider expanding into other retailers such as American Apparel however I would still like this product to have limited availability to keep the demand for it alive. After the first year I would also like to expand the range and create new fragrances maybe introducing a male fragrance.

To conclude I see bright future for Plastic and Wax as a brand. I am very passionate about what they stand for and I am confident that once the public get a taste of what the brand has to offer they will be to. There is nothing like this currently on the market, it challenges all the impracticalities and issues that previous solid fragrances I have come across. It highlights a gap in the market that until now was yet to be successfully filled.

Not only do I think this will be a success in the UK market but I believe it will also take off in the US market.

Plastic and Wax will be every travellers and revellers must have item.

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Indian Holi Festival [ online ] http://en.wikipedia.org/wiki/Holi Glastonbury Festival [online] http://www.glastonburyfestivals.co.uk/ The Park, Beat Hotel, Block 9, Shandri-La buryfestivals.co.uk/

[online] http://www.glaston-

Facebook [online] http://techcrunch.com/2014/04/23/facebook-passes-1bmobile-monthly-active-users-in-q1-as-mobile-ads-reach-59-of-all-adsales/?ncid=rss Instagram [online] http://instagram.com/press/ Twitter [online] https://about.twitter.com/company Vine [online] http://www.marketingprofs.com/opinions/2013/24073/instagram-video-vs-vine-which-is-the-video-marketing-champ Pinterest [online] http://expandedramblings.com/index.php/pinterest-stats/#.U4ZVwfldV4M Silver Hayes Glastonbury [article ] http://crackmagazine.net/2013/02/ glastonbury-renames-dance-village/ Harriet Posner [book ] (2011) Fashion Marketing by Harriet Posner Meerman & Scott [book ] [2011] Fashion Marketing by Harriet Posner

Figure 1 Mountain - http://www.skyscrapercity.com/showthread. php?t=1375427&page=3 Figure 2 Print - http://society6.com/tchmo/Untitled-Cloudscape-20110625p_Stretched-Canvas#6=28 Figure 3 Dazed&Confused Cover - https://www.google.co.uk/ search?as_st=y&tbm=isch&hl=en&as_q=dazed+and+confused+magazine&as_ epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=images&tbs=isz:lt,islt:svga#facrc=_&imgdii=_&imgrc=884o1iD4X4SlZM%253A%3Bw5FV2lyO-Z4yWM%3Bhttp%253A%252F%252Fjezzicascloset.files.wordpress. com%252F2012%252F04%252Fgrimesbyhedislimanedazedconfusedapril2012.jpg%3Bhttp%253A%252F%252Fjezzicascloset.wordpress.com%252Fcategory%252Fdazed-and-confused%252F%3B1271%3B1600 Figure 4 Glastonbury - http://media-cache-ec0.pinimg.com/originals/17/34/43/1734436078a6a9d5ca387879489f741b.jpg Figure 5 Cochella - http://media-cache-ec0.pinimg.com/originals/5e/ e6/31/5ee631195f3b021d7143bdb923c5e455.jpg Figure 6 Couple Cliff Jump - http://media-cache-ec0.pinimg.com/originals/f2/d6/25/f2d625e2222ec06352d4ba98d4e7b0cd.jpg Figure 7 Crowd - http://www.slemusic.com/safety-first-new-guidelines-foroutdoor-concert-venues/Figure 8 Fire - http://so-its-gold.tumblr.com/ post/63357556376 Figure 9 YES - https://www.google.co.uk/search?q=tro+marketing&espv=2&source=lnms&tbm=isch&sa=X&ei=2pmMU-CzBabX0QXh3oGQDA&ved=0CAcQ_AUoAg&biw=1366&bih=624#q=lucozade+yes+campaign&tbm=isch&facrc=_&imgdii=_&imgrc=ug6RcnnzfRUumM%253A%3Bn5tWpYo52MaawM%3Bhttp%253A%252F%252Fwww.kakaaa. co.uk%252Fwp-content%252Fuploads%252F2011%252F09%252Fyesbig.jpg%3Bhttp%253A%252F%252Fwww.kakaaa.co.uk%252Fdesign%252Fyes%252F%3B500%3B330 Figure 10 YES Campaign Moto - https://www.google.co.uk/search?q=lucozade+yes&espv=2&source=lnms&tbm=isch&sa=X&ei=NTOOU6e9IJTB0gWR6YGYDQ&ved=0CAYQ_AUoAQ&biw=1366&bih=624#facrc=_&imgdii=_&imgrc=srbBdPScwtlEhM%253A%3BHGansCKdOguiQM%3Bhttp%253A%252F%252Fcached. imagescaler.hbpl.co.uk%252Fresize%252FscaleWidth%252F620%252F%253FsUrl%253Dhttp%253A%252F%252Fofflinehbpl.hbpl.co.uk%252Fnews%252FOKM%252F98007795-F712-D057-3DDC26C37D24E6A8.jpg%3Bhttp%253A%252F%252Fwww. marketingmagazine.co.uk%252Farticle%252F1075370%252Flucozade-yes-campaign-festivals%3B620%3B414 Figure 11 Birds - http://www.pinterest.com/pin/565624034422890899/ Figure 12 Scateboarding Girls - http://www.pinterest.com/ pin/565624034422890927/ Figure 13 Girl Crowd - http://ilovethesixties.tumblr.com/post/4812266117 Figure 14 Cliff Sitting - https://www.flickr.com/photos/opplevoodda/7044486217/in/photostream Word Count : 3046