BETH HOWELL N0613725
SCENT
FIG.1
02
Travel orientated
23
Dream manipulation
41 CONTENTS.
Treasure hunt
FIG.2 1
Take me away. 2
FIG.3
‘Aspirational lifestyle scents focus on evocative storytelling, inspired by travel, luxury interiors and the great outdoors.’ (WGSN, 2017)
3
The main source of inspiration for the idea came from a photo series by Sebastian Erras that documents independent shops in different cities of the world.
FIG.4
“I’m looking at the independent craftsmen still practising their art.” (Sebastian Erras, 2016)
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‘Perfumes could take you places - almost like music - in a very instant way.’ (“BYREDO - Perfume Society”, 2015) FIG.5 6
7
FIG.7
FIG.6
“Tourists visit Bloom asking for a fragrance that is made in London that they can keep as a souvenir for their trip.” (“Interview With Sales Associate” 2017)
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FIG.9
FIG.8 9
FIG.10
‘Artful vessels are as important as scent, with burnished metal, ceramics and handpainted surfaces popular.’ (WGSN, 2017)
FIG.11 10
FIG.12
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12
FIG.13
FIG.14 13
The placement of the store would be entirely unique to each location in a building whereby both the architecture and interior design elements reflect the unique culture of the city. These would be ‘off the beaten track’ making them more of a hidden gem rather than a cult guidebook stop.
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FIG.15 15
FIG.17
FIG.16
‘Personalisation is a right not a privilege, and that one size fits all approach is dead.’ (Mintel, 2017)
The creative concept behind the brand is that people will visit the store when they are travelling because it is an entirely unique experience that encapsulates the cultural and design aspects of that place. The fragrance itself could be personally layered by the consumer from existing notes in the lab or they could select the signature scent of that place.
FIG.18
The basis of the fragrance packaging would be a carefully designed vessel that is in keeping with current interior trends, therefore making it a souvenir in itself that can be displayed in the home when the fragrance itself has run out. In keeping with the unique in-store experience, each store will do regular collaborations with local artists/illustrators that can personalise the packaging to best capture the essence of the consumer’s trip.
FIG.19
16
FIG.19 17
The brand positioning map shows that there are several products available on the market that offer a personalised element but nothing that incorporates this with the travel concept. The travel scents available are quite generic which contradicts the entirely unique experience.
FIG.20
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TRAVEL
CULTURED
HIDDEN GEMS
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DESIGN
CONSUMER PROFILE Mid twenties to thirties, lives in the city with partner. Loves travelling to new places but likes to find hidden gems rather than main tourist hot spots. Has a strong visual eye and loves well crafted, one of a kind items.
FIG.21 20
FIG.22
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FIG.23
Advertising Idea As the bottle itself will be a sculptural artform, the idea is to carry this through with the advertising making the images pieces of still life art that can be purchased as prints, taking inspiration from Steve Gallagher’s still life photography.
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what
would
you
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dream if you could choose? 24
FIG.24
25
the “ Harnessing potential of the
evening routine is crucial, and a focus on beauty routines and rituals as a means to de-stress and relax could appeal to the busy consumer.
”
- MINTEL, Lucy Cornford, Category Director – Beauty & Personal Care
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FIG.25
The initial basis for this idea came from the insight that scent is the most powerful trigger for memories, which is entirely biological and evolutionary. The brain grew out of a need to recall information about previous encounters with things that are detected using the chemical senses, primarily scent.
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This then led on to the development of ideas that can utilise this powerful association whilst also in keeping to a key trend for 2017, clean sleeping. As Mintel’s trend Slow It All Down suggests that the faster life’s pace, the greater the need to slow it all down.
FIG. 26
28
‘People should be focussing more on their sleep habits as they look to improve their health and appearance, rather than focussing on their diet.’ (Mintel, 2017)
FIG.27
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ritualistic 30
suggests that “ Research bedtime mobile phone use
is negatively correlated to sleep outcomes for people of all age groups. It warrants continued scholarly attention as the functionalities of mobile phones evolve rapidly and exponentially.
�
(Exelmans and Van den Bulck 93101)
FIG.28 31
FIG. 29
A wealth of research studies investigating the effects of mobile use prior to sleep on both sleep quality/quantity and daytime performance prove that there is a negative correlation. Therefore, there is scope for the brand to incorporate this need for people to change their sleeping habits.
The product could be synced with the users mobile device and utilise the Apple ‘Bedtime’ feature that prompts users when to go to bed. When the user is notified, the fragrance product would start to release the calming scent within the room to enhance the relaxation process.
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BUSY
MINDFULNESS
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NATURAL
QUALITY
CONSUMER PROFILE Male/female aged 20-30, works in the city and tries to maintain a healthy lifestyle. Interest in yoga and mindfulness as a means to de-stress from a hectic day. Enjoys cooking - usually organic produce. Has a bohemian side despite living and working in the city.
FIG. 30 34
FIG. 31
Consumers can purchase from a range of relaxing scents, each made to evoke different memories that will influence their dreams once asleep.
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self care comes first
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FIG.32 37
The brand positioning map shows that the wellbeing market is quite saturated, however the only company that excel in sleep related products is ‘thisworks’. Our brand would be a cheaper price point and offer a more daring, innovative product.
‘Positioning breaks through barriers of oversaturated markets to create new opportunities.’ - Lissa Reidel, FolioOne Ltd. (Designing Brand Identity, Alina Wheeler)
FIG.33
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FIG.34 39
Advertising Idea A pop up experience in multiple city locations invites consumers to experience the scent and relax, whilst taking part in a virtual reality experience that takes them on a journey much like their dreams, taking inspiration from the Zaha Hadid exhibition at the Serpentine.
FIG.35 40
If you mastered the riddles and worked out what they meant, you’d be lead to a magical world to conjure up your favourite scent.
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?
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Having read up on hidden shops and secret locations I came across a wealth of articles referring to disguised bars and realised that food/ drink seems to be the only sector that is incorporating this into the consumer experience. This led to the development of an idea to carry the ‘hidden bar’ concept through to the fragrance industry to offer consumers an exciting, intriguing and engaging retail experience that differs from the traditional fragrance purchase. FIG.36 44
‘The appeal is finding something that no-one else knew about.’ (WGSN, 2017)
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FIG.37
The brand experience would replicate that of a cocktail bar, allowing consumers to mix and match notes to personalise a scent of their choice. The fragrances would be available at a fixed price that is competitive to other niche brands that also offer the bespoke service.
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‘There is a high consumer interest in personalisation. 36% of people are interested in custom-blended fragrances, however usage is low at just 15%, likely driven by the high price of personalised fragrances.’ - Mintel’s Fragrances UK, August 2016 Report
47 FIG.38
The treasure hunt approach is in keeping with Mintel’s trend ‘Play Ethic’, which suggests that people are taking a break from routine and embracing their inner child.
FIG.39
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FIG.40 49
GEN VIZ Gen Viz is a global, liberal and visual-first tribe at the forefront of key emerging trends among Generation Z. (LSN GLOBAL, 2016)
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FIG.41 51
The perceptual map suggests room for a brand that offers an interactive cocktail inspired experience, resultantly positioning the brand in an entirely new market.
FIG.42
‘Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience.’ – B.Joseph Pine II and James H Gilmore (The Experience Economy)
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CONSUMER PROFILE Male/female aged 18-26, lives in the city and travels regularly. Part of Gen Viz that documents and shares everything they do ‘Brand Me’. Likes hidden gems within the city and ‘instagrammable’ things that make them different and unique. Fashion forward without a huge disposable income.
FIG.43 54
FIG.44 55
RIDDLES
Step inside the hidden vortex to enter a magical world that disrupts all conventions. Bright lights, underground feel, challenges the consumer to question their surroundings.
INCEPTION POSTER FIG.45 56
HARVARD REFERENCES: “BYREDO - Perfume Society”. Perfume Society. N.p., 2015. Web. 5 Mar. 2017. Cornford, Lucy. “Men’s And Women’s Beauty And Grooming Routines - UK - 2017 : Consumer Market Research Report | Mintel.Com”. Store. mintel.com. N.p., 2017. Web. 14 Mar. 2017. Duckett, Jack. “2017: From Clean Eating To Clean Sleeping - 31St January 2017”. Academic.mintel.com. N.p., 2017. Web. 17 Mar. 2017. Exelmans, Liese, and Jan Van den Bulck. “Bedtime Mobile Phone Use And Sleep In Adults”. Social Science & Medicine 148 (2016): 93-101. Web. 21 Mar. 2017. Interview With Sales Associate. 2017. in person. “Key Trends Spring/Summer 2017 Home Fragrance”. Wgsn.com. N.p., 2017. Web. 15 Feb. 2017. “Key Trends Spring/Summer 2017 Home Fragrance”. Wgsn.com. N.p., 2017. Web. 15 Feb. 2017. Khanom, Roshida. “Making Personalised Perfumes Affordable - 24Th February 2017”. Academic.mintel.com. N.p., 2017. Web. 15 Mar. 2017. Khanom, Roshida. “Making Personalised Perfumes Affordable”. Academic.mintel.com. N.p., 2017. Web. 10 Mar. 2017. Macdonald, Corinne. “Snapshots: The Shopfronts Of Independent Paris”. the Guardian. N.p., 2016. Web. 22 Feb. 2017. Maks Fus Mickiewicz, Victoria Buchanan and Rachael Stott. “Gen Viz”. Gen Viz | LS:N Global. N.p., 2017. Web. 23 Mar. 2017. Pine, B. Joseph, and James H Gilmore. The Experience Economy. 1st ed. Boston: Harvard Business School, 1999. Print. “The Beauty Buzz - The Influence Of Niche Fragrance”. Wgsn.com. N.p., 2017. Web. 13 Mar. 2017. Wheeler, Alina. Designing Brand Identity. 1st ed. Hoboken, NJ: John Wiley, 2006. Print.
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FIGURE REFERENCES: Figure 1 - Water. Available at: https://s-media-cache-ak0.pinimg.com/564x/4b/c4/55/4bc455592804c38edf207055b39d299c.jpg, (Accessed: 26/03/17) Figure 2 - Lisbon. Available at: https://www.li0nsmane.com/, (Accessed: 22/03/17) Figure 3 - Lisbon. Available at: https://www.li0nsmane.com/, (Accessed: 22/03/17) Figure 4 - Parisian floors. Available at: http://www.sebastianerras.com/parisianfloors.html, (Accessed: 21/03/17) Figure 5 - Matei, Ana. Lisbon street art. Available at: http://www.lifestylepuzzle.com/wp-content/uploads/2016/06/Lisbon-street-art-in-SaoBento-bus-stop-pic-by-Ana-Matei.jpg, (Accessed: 21/03/17) Figure 6 - Bloom perfumery. Available at: https://bloomperfume.co.uk/pages/about, (Accessed: 22/03/17) Figure 7 - Own image, 2017. Figure 8/9/10/11 - Zuzu Mengham. Available at: http://www.wallpaper.com/lifestyle/sculpting-scent-zuza-mengham-creates-objects-inspired-by-laboratory-perfumes, (Accessed: 23/03/17) Figure 12 - Lisbon. Available at: https://www.li0nsmane.com/, (Accessed: 22/03/17) Figure 13 - Boissonerie. Available at: http://www.boredpanda.com/iconic-parisian-storefronts-sebastian-erras/ (Accessed: 23/03/17) Figure 14 - Huygens. Available at: https://img1.10bestmedia.com/Images/Photos/338051/Paris-Re-Tale-SebastianErras-9_54_990x660.jpg, (Accessed:24/03/17) Figure 15 -Watercolour 1. Available at: http://www.spoon-tamago.com/wp-content/uploads/2014/09/satsuki-shibuya-watercolors-2.jpg, (Accessed: 23/03/17) Figure 16 -Watercolour 2. Available at: http://www.therawbook.com/wp-content/uploads/2015/01/oasis.jpg (Accessed: 23/03/17) Figure 17 - Watercolour 3. Available at: http://cleanlinestudio.com/wp-content/uploads/2015/02/satsuki1.png (Accessed: 23/03/17) Figure 18 - Lisbon. Available at: https://www.li0nsmane.com/, (Accessed: 22/03/17) Figure 19 - Lisbon. Available at: https://www.li0nsmane.com/, (Accessed: 22/03/17) Figure 20 - Own moodboard, 2017. Figure 21 - Tom Dixon. Available at: https://www.heals.com/media/wysiwyg/landing_pages/homefragrance/tom_dixon_candle.jpg, (Accessed: 18/03/17) Figure 22 - Own moodboard, 2017. Figure 23 - Own moodboard, 2017. Figure 23 - Still life. Available at: http://www.stevegallagher.com, (Accessed: 26/03/17) Figure 24 - Heinrich, Elizabeth, Restless. Available at: https://www.saatchiart.com/elisabethheinrich, (Accessed: 20/03/17) Figure 25 - 24 hour sleep banner. Available at: http://www.thisworks.com/sleep/sleep-category/deep-sleep-pillow-spray.html, (Accessed: 21/03/17) Figure 26 - Available at: http://68.media.tumblr.com/6c2c73058285f37a9e01ba84be9bec79/tumblr_mwkrqmDRgf1qei7a7o1_500.jpg, (Accessed: 23/03/17) Figure 27 - Vollma, Jutta. Linien. Available at: https://www.flickr.com/photos/claragoldberg/5674833677/, (Accessed: 25/03/17) Figure 28 - Social media. Available at: https://eaglestrategies.files.wordpress.com/2016/01/gallery-1437426247-girl-on-phone-in-bed.jpg , (Accessed: 23/03/17) Figure 29 - Martinez, Damien. Smoke. Available at:http://cdn.designbeep.com/wp-content/uploads/2010/05/4.smoke-photography.jpg (Acessed: 23/03/17) Figure 30 - Own moodboard, 2017. Figure 31 - Ordinary skincare. Available at: https://thefantasia.com/wp-content/uploads/2016/12/the-ordinary-3.jpg, (Accessed: 25/03/17) Figure 32 - Own moodboard, 2017. Figure 33 - Relax.. Available at: http://i.huffpost.com/gen/1768187/images/o-RELAX-SLEEP-facebook.jpg, (Accessed: 18/03/17) 58
Figure 34 - Own moodboard, 2017. Figure 35 - Own moodboard, 2017. Figure 23 - Still life. Available at: http://www.stevegallagher.com, (Accessed: 26/03/17) Figure 24 - Heinrich, Elizabeth, Restless. Available at: https://www.saatchiart.com/elisabethheinrich, (Accessed: 20/03/17) Figure 25 - 24 hour sleep banner. Available at: http://www.thisworks.com/sleep/sleep-category/deep-sleep-pillow-spray.html, (Accessed: 21/03/17) Figure 26 - Available at: http://68.media.tumblr.com/6c2c73058285f37a9e01ba84be9bec79/tumblr_mwkrqmDRgf1qei7a7o1_500.jpg, (Accessed: 23/03/17) Figure 27 - Vollma, Jutta. Linien. Available at: https://www.flickr.com/photos/claragoldberg/5674833677/, (Accessed: 25/03/17) Figure 28 - Social media. Available at: https://eaglestrategies.files.wordpress.com/2016/01/gallery-1437426247-girl-on-phone-in-bed.jpg , (Accessed: 23/03/17) Figure 29 - SMOKE PHOTO Figure 30 - Own moodboard, 2017. Figure 31 - Ordinary skincare. Available at: https://thefantasia.com/wp-content/uploads/2016/12/the-ordinary-3.jpg, (Accessed: 25/03/17) Figure 32 - Own moodboard, 2017. Figure 33 - Relax.. Available at: http://i.huffpost.com/gen/1768187/images/o-RELAX-SLEEP-facebook.jpg, (Accessed: 18/03/17) Figure 34 - Own moodboard, 2017. Figure 35 - Own moodboard, 2017. Figure 36 - Vending machine. Available at: http://images.complex.com/complex/image/upload/c_fill,g_center,w_1200/fl_lossy,pg_1,q_auto/ fxcbdaodhebb4oailbmv.jpg, (Accessed: 23/03/17) Figure 37 - London Cocktail. Available at: https://i2.wp.com/www.the-binge.com/wp-content/uploads/2016/12/NR9A5730-Large.jpg?resize=1140%2C700 (Accessed: 24/03/17) Figure 38 - Experimental Perfume Club. Available at: http://www.styleandminimalism.com/wp-content/uploads/2017/01/StyleMinimalism_Experimental_Perfume_Club_005.jpg (Accessed: 23/03/17) Figure 39 - Compass. Available at: https://s-media-cache-ak0.pinimg.com/736x/80/a2/a1/80a2a12944068033f2d4f77d9e97560a.jpg, (Accessed: 26/03/17) Figure 40 - Own images, 2017. Figure 41 - Own moodboard, 2017. Figure 42 - Swift London. Available at: https://static.designmynight.com/uploads/2016/12/new-nightjar-in-soho-1200x798-optimised.jpg, (Accessed: 23/03/17) Figure 43 - Own moodboard, 2017. Figure 44 - Own moodboard, 2017. Figure 45 - Own moodboard, 2017.
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