Scent Brand Project: Context & Insights

fragrance PROJECT

BENEDETTA BARUCCO ADERYN HOLT CHEREEN LEMORD SASKIA RODRIGUEZ

TASK 1 ‘FIND YOUR STORY’ FASH10106 CREATIVE NETWORKS

01

SCENT CLOCK the idea § Releases scent to help fall asleep and wake up, improves sleep quality. § Refreshing and revitalizing scent in the morning, relaxing in the evening. § Encourages a bedtime routine. § Includes tips on how to improve overall sleep and wellbeing.

the consumer § Has a busy day schedule. § Cares about physical & mental wellbeing. § Is interested in yoga, meditation. § Wants to disconnect from technology/stress and reconnect to their body. § Likes candles, flowers, making their house homely.

01

SLOW DOWN § Industries

across

sectors

are

responding

to

consumer’s need to slow down. § Time considered the ”ultimate luxury”. § Technology to enhance wellbeing and create meaning and experience. § Increasing i nterest in health & wellbeing, taking care of one’s body inside and out.

National Sleep Foundation 2013 International Bedroom Poll

§ “One in ten in the United Kingdom (11%) say they § “Sleep is deeply inter-connected with health and never get a good night’s sleep on work nights.” performance, but it is often overlooked by researchers.”

§ "When people sniffed the lavender before bedtime, it increased their amount of deep sleep, or slow-wave sleep.”

§ “Studies have shown that scent plays a powerful role in relaxation and memory-building.”

(Wall Street Journal via Proquest, August 2010)

§ “People [are] moving away from focusing on singular health goals such as fitness or diet and

§ “Having a pleasant scent and a relaxing bedroom routine can contribute to a good night's sleep.”

(National Sleep Foundation 2013 International Bedroom Poll)

RESEARCH

instead taking a more rounded approach to their wellbeing, balancing mind, body and soul.”

(Mintel, Complementary and Alternative Medicine, UK December 2015)

02

SUBSCRIPTION BOX the idea

the consumer

§ Regular subscription box containing set of fragrances.

§ Aimed at an older, more sophisticated audience.

§ Questionnaire to find out about habits & personality

§ Interested in culture.

to tailor box to customer. § High-quality and honest products. § Promotes ways to enrich their current lifestyle. § Provides a moment of self-indulgence.

§ Cares about artisan, hand-crafted products. § Willing to pay more for something more meaningful and hand-picked for them. § Wants to have a connection with provenance of products.

ALL ABOUT ME § Personalised and bespoke beauty products are on the rise. § No “one size fits all”, demand for tailored products. § Focus on the individual. § People want to feel taken care of, pampered. § Awareness of people’s differences and specific needs. § Being more mindful and conscious about individual products, less waste.

Elizabeth Segran @Fastcompany.com, June 2015

§ “Sampling breaks through the clutter of all other

§ “The subscription box [allows] consumers to sample

marketing forms because it enables consumers to try

products in small batches, preventing them from

brands risk free.”

experiencing sensory overload.”

§ “For consumers who love the anticipation and feeling

(Elizabeth Segran on Fastcompany.com, June 2015)

of adventure of receiving packages.”

(Michelle Greenwald on Forbes, October 2014)

§ “31% of women over 55 who buy beauty [agree] that there are not enough beauty sales assistants of their

§ “This business is about the art of giving to yourself.”

age, 47% struggle to read the small print on

(Marshal Cohen, chief industry analyst at NPD, a consumer market research group )

packaging and 29% struggle to read labels on-shelf.”

(Mintel, Mature Beauty, UK December 2015)

RESEARCH

03

ACTION BOTTLE the idea

the consumer

§ A light scent to keep you feeling fresh.

§ For the fearless woman who loves adventure.

§ Durable, strong bottle design for on-the-go.

§ Challenging pre-conceptions of women’s physical

§ Buoyant, tough, practical. § Easy to carry (potentially clip-on). § Promotes outdoors, connect with nature, get away from city pollution.

abilities. § Empowering women to be self-reliant and confident in their own capabilities. § Encourage a sense of community of women of all ages and races.

BE STRONG § “Strong is the new skinny.” § Focus on body positivity and acceptance of all sizes. § Body image less about looking good and more about feeling good inside one’s skin. § #FITSPIRATION § Individual and “keep-fit” sports most popular in the UK. § More active approach to travel. § Solo female backpackers.

Alexia LaFata @EliteDaily

§ “Demand for more full-on physically challenging holidays is certainly growing.”

(Mintel, Activity and Adventure Travel, UK October 2015)

§ “Men have been pumping iron for decades, and now it seems more women also want muscle-bound bods.”

women, strong is the new skinny”, CBS News) § “I would define it as a movement – it’s a positive (“For movement for the fitness industry.”

§ “44% of women say they would like to be more active to improve their health, but many are prevented from acting on this intention by lack of motivation and not feeling fit enough.”

(Mintel, Sports Participation, UK September 2014)

RESEARCH

§ “I would define it as a movement – it’s a positive movement for the fitness industry.”

(Chandini Hemrajani, trainer at Vida Fitness)

thank you!

BENEDETTA BARUCCO ADERYN HOLT CHEREEN LEMORD SASKIA RODRIGUEZ

TASK 1 ‘FIND YOUR STORY’ FASH10106 CREATIVE NETWORKS