Kaleidoscope Brand Report

Brand Launch and Promotion 1

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Kaleidoscope for her

Aysen Miller N0510751 Fashion Communication and Promotion Creative Networks FASH10106 Module Leader: Chris Macdonald

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table of contents

4 introduction 6 launch event 12 public relations 18 first year promotional activity 20 digital advertising 22 potential pitfalls 24 conclusion 25-7 bibliography and references 3

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introduction a luxury market, to be sold within high end department stores.

Kaleidoscope is a demonstration of directly answering consumers’ needs and bringing a sense of modernity to an overlooked market. We have devised a solution for the modern day woman that is innovative, unique and original. By creating a new and ground-breaking fragrance we aim to get the older woman to challenge conventional perfumes, to be original and inventive in a market that is uncatered for. What makes Kaleidoscope unique and different to others in the market is that we have come up with an original and unconventional concept that meets the needs for the everyday modern woman, who is looking to be younger and bored of traditional perfumes.

Another USP is rather than a classic design, we answered our consumer’s needs of a bespoke, interesting product by creating an advanced and unusual bottle design that will stand ouT of shelves and attract a new group of consumers. We have chosen to target a female audience of 40+ as they are overlooked by marketers and we believe that there is a gap in the market for them in the fragrance industry. After carrying out our research we found that the older woman is more interested in quality rather than quantity, appreciates value for money and a return on investment. Our big insight is that “classic doesn’t have boring”. With this in mind, we aim to curate a product that pushes the boundaries of current perfumes with a new quirky idea; aimed at

The fragrance is a pure embodiment of everything that the modern older woman is. Developed with help from fragrance specialists at Coty Inc, scheduled to go on sale the day after the launch event at the end of February 2015 the scent is a blend of floral and citrus notes with a hint of woody notes. Luxury is an important part of our brand as well as well-resourced materials.

For the bottle itself we have decided to use glass rather than plastic as it is more tasteful and fits in well with our brand, however we will be using recycled glass as it is less expensive and very sustainable. For the packaging of Kaleidoscope, we have chosen to use metal with a holographic sheen to it.

Kaleidoscope is an enticing journey. It is an intense burst of quirky, unique and the desire to feel young.

This report will strategically outline a proposed communication strategy to launch Kaleidoscope into the fragrance market. It will also expand on the brand’s first year promotional activity through the process of a formal product launch, raising brand awareness through events and a brand ambassador and generating a buzz within our target market through the use of PR and advertising.

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“You have to speak to a want and a desire not a need when it comes to marketing a fragrance.” – Karen Gilbert

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launch event The main aim of a launch event is to get consumers to engage and believe in your brand as something that they can buy into. In order for a brand to be successful it is essential for them to focus directly on the needs of their target marker and being able to spot a gap in the market is incredibly key for this.

As Kaleidoscope we have decided to create a concept that offers our female consumer a completely new alternative product to what they are originally used to.

our consumer is and why it fits into this current market. The Selfridges beauty hall will be extremely well decorated with colour themes such as pink and yellow linking it to the perfume itself, but the interior will not be that extravagant as to not ruin the spectacle of the main launch event. Press and media contacts will also be given samples of Kaleidoscope before they leave so that they can write reviews on not only the brands aesthetic and atmosphere, but the actual product itself, creating a buzz through word of mouth before the product has even be launched.

Prior to the main launch event, a prelaunch industry affair for press and media will be exclusively hosted at the London Selfridges store beauty hall in January 2015, one month before the main launch date in February 2015.

This event will be a taster as it will be exclusively held for press and media contacts initially, to generate a buzz and get word of mouth going about the brand. During this event there will be an introduction to Kaleidoscope by the managing director and an explanation into exactly what our product is, who

Kaleidoscope will host the main launch event at the Victoria and Albert museum of art and design in South Kensington. This is the most ideal location to launch the product as the target consumer of Kaleidoscope has a strong interest in art and it ties in well with our brand as the inspiration for the bottle design came from the chandelier in the V&A entrance designed by artist Dale Chihuly. The V&A provides the perfect setting for Kaleidoscope to be launched

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because as well as all the different things taking place, attendees are also invited to look around at the artwork and experience the location to its full splendour. The exclusive launch party that will be hosted by Kaleidoscope’s creative director, CEO and managing director and attended by industry experts, press/media and our target audience, will include an introduction into what the brand is and what we stand for, followed by a demonstration of the bottle and the advertising campaign. The PR agency that we are working with will assist in the organisation of the event by preparing a press release and sending out invitations to attract an audience. As the product is going to be sold in Selfridges stores, all consumers that are signed up to Selfridges’ newsletter will receive an invitation in this way so that so that we get a range of end-consumers at the launch.

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receive exclusive information about the brand and be kept up to date with the first year’s activity along with any promotions that are taking place throughout the year.

Due to the exclusivity of the launch with only a handful of end-consumers attending, word of mouth is one of the strategies we hope raises brand awareness as ‘when women find a good deal, they are more likely to share that knowledge with friends and family, with 66 per cent passing on information about bargains.’

(Marketingweek.co.uk, 2013) Shortly after the launch event, the television advertisement will be released and played throughout the UK in order to generate a wider market and reach a variety of consumers.

For the event, the interior and décor will be created with Kaleidoscope’s brand essence in mind.

Kaleidoscope’s creative director will assist with this by creating a brief that must be followed specifically to display exactly what the brand is about. Brand ambassador Helena Christensen will also be at the event and will speak about her opinions on the fragrance and what she hopes to achieve in a partnership with our company. One of the main aspects at the launch event will be the involvement of industry experts.

Throughout the V&A there will be pop up stands where consumers will be able to learn more about how a fragrance is made with demonstrations and the opportunity to create their own. These fragrances will then be entered into a competition to potentially become the next scent that Kaleidoscope will launch.

To follow up with the event and keep word of mouth going about Kaleidoscope, attendees will be able to sign up to our newsletter and

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public relations Kaleidoscope will employ the help of The Orange Square Company – a PR specialist agency that centres their work on the beauty and fragrance industry and only works with the most niche and premium of brands. They define the best in specialised communications and have a strong history with a number of luxury brands that always reach their goals due to the company’s strategy. We will work closely with them in order to generate press both before and after the launch and with their help and the utilisation of their industry contacts, the promotional activity for Kaleidoscope in the first year should run fairly smoothly. Taking pride in working with luxury and innovative brands, The Orange Square Company is the perfect choice to help emerge Kaleidoscope into the market.

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When deciding on a PR agency, we discovered one of the clients that they represent is Mary Greenwell. We decided that after looking through their range of clients and seeing the wide variety of brands The Orange Square Company represent, that this was the right choice for us due to Mary Greenwell being at a similar position as our brand. Mary Greenwell is an example of an extremely successful niche, luxury perfume brand that is also a client of The Orange Square Company. The concept and thoughts behind the products is clever and very simple which works well for the brand – currently with two products: PLUM and LEMON and their collections. “Fragrance is always the last touch of magic to any look I create..” (Greenwell, 2012). Perfume is priced at £60 for a 50ml bottle, and £90 for a 100ml bottle – similar to our prices of £70 for 50ml and £105 for 100ml. The collections that Greenwell offer are bespoke and unique, just like Kaleidoscope.

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Kaleidoscope for her

brand ambassador Having a celebrity face as our brand ambassador would be the right option for us as a brand and for our consumer, with the fashion, beauty and fragrance industry changing everyday it is hard to launch a new product in the market, but enlisting a celebrity brand ambassador with endorsements, this allows Kaleidoscope to emerge into a mass market. Helena Christensen, a Danish photographer and former Victoria’s Secret model aged 45, is the perfect choice for our brand. With a background in fashion and beauty, also having a passion for art and photography she fits the criteria of a brand ambassador that our consumer can look to. Helena Christensen ‘has also served as a creative director for Nylon magazine’ (Wikipedia, n.d.) so will also be able to assist Kaleidoscope in creative decisions and with upcoming campaigns and events.

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publications Kaleidoscope celebrates the spirit of being free and quirky combined with a luxurious, modern aspect that compliments the everyday woman. Choosing the correct publications is extremely important in representing this and what our brand stands for. In order to make sure that we are reaching the right demographic, we have carefully selected the publications that we wish to feature in as they will target our ideal consumer. Red, Marie Claire, Vanity Fair and Stylist magazine are the publications that not only expand the advertising to a wider audience but we think are most suited to our consumer and the product itself, therefore giving us a strategic entry into the mass market.

Marie Claire have also expanded digitally with a website, phone apps and an app for the iPad in order to ‘multiply the contact points between its contents and consumers’.

After the pre-launch event for industry and press, The Orange Square Company will enlist these four publications to feature a promotional article on the product. From this event, having been able to test the fragrance, collect samples and learn more about the brand, the writer will then be able to write a piece that informs consumers of what Kaleidoscope is, outlines why it fits in well as a current product in the market and persuade readers to get involved and discover more about the brand. There will be a form included in the magazines for the first 50 readers to sign up to the Kaleidoscope newsletter and receive an invitation to the exclusive launch event.

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first year promotional activity Being a predominantly British brand, the advertising will only feature in hotspots around London and other areas of the country but once establishing a large, consistent consumer base we hope to expand and break into the American fragrance industry in two or three years’ time. Kaleidoscope will be released for sale at our own concession stand in Selfridges London, Birmingham and the two in Manchester. The in-store experience is key especially with promoting a new brand, the consumer needs to feel welcome and involved in order for them to be inclined to make a purchase. The London concession stand will be the first to open with the rest of the Selfridges stores following suit two weeks later. We have decided this because London is a prime shopping location in the UK attracting nearly ‘15 million international visitors each year’ (Kyte, n.d). The visual merchandising for the Kaleidoscope concession will be vibrant yet sophisticated. Following on the theme from our launch event, our concession stand will represent the fragrance itself with extravagant flower displays (iris, jasmine and bergamot). The staff working at our concessions will embody the brand values and be passionate about the products, creating a relaxed environment for the customer.

In April 2015, two months after the initial launch and release of Kaleidoscope we plan to collaborate with Molton Brown involving a gift with purchase promotion – a strategy that is ‘widely used by the cosmetics and perfume industry’. (Posner, 2011). The collaboration will be an in-store promotion where with every purchase of Kaleidoscope 01 perfume, the customer will receive a 50ml free sample of the new Molton Brown ‘Caju and Lime’ shower gel and body lotion. We hope that in this new partnership, customers will be enticed by the chance of a free promotional gift, increasing sales of Kaleidoscope and boosting profits. It is an opportunity that not only benefits our brand due to the associations with such a well-known luxury beauty company that will bring a larger market to the bigger picture but also makes consumers of this demographic aware of Molton Brown and their newest collection.

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‘Giving a gift with a purchase could also be an effective promotion to use if launching a new brand such as a new perfume�. (Posner, 2011)

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digital advertising In current society, technology is becoming a necessity and the digital age is something that cannot be avoided, not by any demographic. Typically, a product for an older audience would not be considered dependable on digital advertising however, we embrace the older woman and understand the needs of our current consumer. ‘Women are empowered by technology, so to ignore this group, which has lots of cash and spare time, is short-sighted’. (N/A, 2013) With help from The Orange Square Company, our marketing team will be able to run a collection of Facebook, Twitter and Instagram accounts to advertise Kaleidoscope. The accounts will regularly be updated with brand news, promotions, advertising campaigns, competitions and much more. In doing this not only do we reach a mass number of consumers of our desired demographic through these different strategies, this media will also enable us to have connections with many other brands and potential clients worldwide.

We also plan to have website partnerships with Selfridges and John Lewis; two distributors that our chosen PR agency also work with, where advertisements across the website will feature our ad campaigns and details about the product. Lastly, after the first year, Kaleidoscope will look into setting up a website so that consumers can become more a part of the brand and there will also be the opportunity to purchase the product online.

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potential pitfalls As with any new brand and upcoming product launches, there is always the risk of any potential pitfalls. Due to Kaleidoscope being such an innovative and unique luxury product it is going to be exclusively sold and Selfridges London.

However, although it is a department store that covers a wide variety of products and attracts masses of consumers, we may only be reaching a certain calibre of people and sales targets may not be met, therefore this strategy can be easily adapted in order to change the situation.

In this instance, with the assistance of The Orange Square Company, Kaleidoscope will be released to be sold at three more stores: Harrods, House of Fraser and John Lewis – companies that they often associate themselves with for distribution which keeps in line with the luxury that our brand offers. We would hope that the involvement of these three lifestyle department stores boosts profits, creates more awareness for the brand and expands the brands consumers.

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conclusion Kaleidoscope will be promoted in a way that is relevant to the target market and fits in with the brand image. One of the key components necessary in order for a successful launch and constant brand promotion, is consistency. This is our aim, consistency throughout a variety of different marketing techniques including digital media, in store promotion and live launch events. By working with The Orange Square Company, the aim is to establish brand awareness in the first year and begin to create a loyal customer base before the brand starts to expand and create new products. In conclusion we believe that the launch of Kaleidoscope will be extremely successful as we are catering directly to our consumers’ needs and offering them something innovative that they have not seen before. Taking into account the product itself, the price points and where it will be sold, Kaleidoscope offer the consumer a promise to always be alternative, fresh and forever changing to adapt to their needs.

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references Brown, M. (2014). Gifts for Her - Molton Brown UK. [online] Moltonbrown.co.uk. Available at: http://www.moltonbrown.co.uk/store/gifts/gifts-for-her/cat0008/ [Accessed 1 Jun. 2014].

Gilbert, K. (2014). The Cost of Perfume Part 3 - Marketing. [Blog] Karen Gilbert Perfumery & Natural Beauty. Available at: http://www.karengilbert.co.uk/the-cost-of-perfume-part-3marketing [Accessed 27 May. 2014].

Greenwell, M. (2012). PLUM STORY. [online] Marygreenwell.com. Available at: http://www. marygreenwell.com/plum-story [Accessed 5 Jun. 2014].

Grimsby, B. (2013). Technology should be embraced, not feared. Independent. [online] Available at: http://www.independent.co.uk/voices/comment/technology-should-be-embracednot-feared-8793016.html [Accessed 24 May. 2014].

Kyte, S. (n.d.). Tourism in London. 1st ed. [ebook] London: GLAEconomics, p.2. Available at: http://www.london.gov.uk/sites/default/files/wp53.pdf [Accessed 2 Jun. 2014].

Marieclairegroup.com, (2014). [online] Available at: http://www.marieclairegroup.com/pageEN_In+France_Digital.html [Accessed 2 Jun. 2014].

Orangesquare.uk.com, (2014). Orange Square | Distributors of niche and premium fragrances. [online] Available at: http://www.orangesquare.uk.com/ [Accessed 1 Jun. 2014].

Orangesquare.uk.com, (2014). Orange Square | About. [online] Available at: http://www.orangesquare.uk.com/about/ [Accessed 5 Jun. 2014].

Posner, H. (2011). Marketing Fashion. 1st ed. London: Laurence King, p.181.

The Value Of A Retained PR Agency. (2013). [Blog] CFA Marketing. Available at: http://blog. cfa-group.com/the-value-of-a-retained-pr-agency/ [Accessed 1 Jun. 2014].

Vam.ac.uk, (2014). Public Affairs - Victoria and Albert Museum. [online] Available at: http:// www.vam.ac.uk/content/articles/p/public-affairs/ [Accessed 5 Jun. 2014].

Wikipedia, (n.d.). Helena Christensen. [online] Available at: http://en.wikipedia.org/wiki/Helena_Christensen [Accessed 27 May. 2014].

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bibliography

BOOKS Mayer Lefkowith, C. (1994). The Art of Perfume. 1st ed. London: Thames and Hudson.

Posner, H. (2011). Marketing Fashion. 1st ed. London: Laurence King.

Tungate, M. (2008). Fashion brands. 1st ed. London: Kogan Page.

WEBSITES Brown, M. (2014). Gifts for Her - Molton Brown UK. [online] Moltonbrown.co.uk.

Available at: http://www.moltonbrown.co.uk/store/gifts/gifts-for-her/cat0008/ [Accessed 1 Jun. 2014].

Karengilbert.co.uk, (2014). Karen Gilbert | Perfumery Classes, Natural Skincare and Fragrance Expert. [online] Available at: http://www.karengilbert.co.uk.

Orangesquare.uk.com, (2014). Orange Square | Distributors of niche and premium fragrances. [online] Available at: http://www.orangesquare.uk.com/ [Accessed 1 Jun. 2014].

INTERVIEWS Miller, A, 2014. Bloom perfume shop,, London. 2014.

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list of illustrations Figure 1. Miller, A. 2014. Kaleidoscope logo [photograph]. Nottingham.

Figure 2. Braisher, E. 2014. Photoshoot [photograph]. Nottingham.

Figure 3. Braisher, E. 2014. Photoshott [photograph]. Nottingham.

Figure 4. Anon, (2014). [image] Available at: http://upload.wikimedia.org/wikipedia/commons/1/12/V%26A_Museum_Foyer,_London_-_Oct_2012.jpg [Accessed 2 Jun. 2014].

Figure 5. Anon, (2014). [image] Available at: http://thefragrantman.files.wordpress.com/2013/03/image107.jpg [Accessed 1 Jun. 2014].

Figure 6. Anon, (2014). [image] Available at: http://www.moxiesox.com/wp-content/uploads/2012/10/2.jpg [Accessed 1 Jun. 2014].

Figure 7. Anon, (2014). [image] Available at: http://www.orangesquare.uk.com/ [Accessed 2 Jun. 2014].

Figure 8. Anon, (2014). [image] Available at: http://www.marygreenwell.com/?SID=iekerd4c703gfejltdqcelus65gallery [Accessed 2 Jun. 2014].

Figure 10. Anon, (2014). [image] Available at: http://www.nature-girl.com/images/NG-RedMag-coverSept2011-WEB.jpg [Accessed 2 Jun. 2014].

Figure 11. Anon, (2014). [image] Available at: http://magazines.whosdatedwho.com/tpx_8902099/vanity-fair-magazine-italy-30-january-2008/ [Accessed 2 Jun. 2014].

Figure 12. Anon, (2014). [image] Available at: http://www.markglenn.com/images/news/2004/2004-0301-Marie-Claire.jpg [Accessed 2 Jun. 2014].

Figure 13. Anon, (2014). [image] Available at: http://1.bp.blogspot.com/_oBtVlZvKM2E/TGGhSsw8s1I/AAAAAAAAAUE/24Rz99UhI20/s640/stylist.jpg [Accessed 2 Jun. 2014].

Figure 14. Anon, (2014). [image] Available at: http://www.newretailblog.com/wp-content/uploads/2009/05/quirky-selfridges-window.jpg [Accessed 1 Jun. 2014].

Figure 15. Anon, (2014). [image] Available at: http://www.moltonbrown.co.uk/store/the-caju-lime-collection/caju-lime-shower-gel-body-lotion-gift-set/WBB147/ [Accessed 1 Jun. 2014].

Figure 16. Miller, A. 2014. Kaleidoscope logo [image] Nottingham.

Figure 17. Anon, (2014). [image] Available at: http://static.guim.co.uk/sys-images/Guardian/About/ General/2012/7/5/1341498644542/Plant-of-the-week-Star-ja-008.jpg [Accessed 1 Jun. 2014] Figure 18. Nelson, R. 2014. Perfume packaging prototype. [online image] Nottingham.

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