Scent Brand Project: Leitmotif Brand Launch

Page 1

Seasonal Fragrance Box

Task 3: Launch your Big Idea FASH10106 Creative Networks Fashion Communication & Promotion

Benedetta Barucco Aderyn Holt Chereen Lemord Saskia Rodriguez


CONTEXT &

big idea


SUMMARY OF RESEARCH what are our insights? Personalised beauty products Subscription boxes Emergence of mature models Mature consumer not represented in retail and ads Willing to pay more for better quality Different fragrance every season


THE BIG IDEA To offer a subscription service of bespoke fragrances based on personality

&

lifestyle

To recognise and celebrate the older consumer’s preferences and aspirations. To use a fun and friendly tone of voice rather than a generic and plain one. To offer more meaningful & thoughtful products to those willing to pay premium for a personalised and curated service. introducing‌

Do

LEITMOTIF you.

Be

you.


BRAND POSITIONING what’s our place in the market?

Luxury

Serious

Fun

Value


BRAND POSITIONING what’s our place in the market?

why are we different? We take a positive approach to ageing. We acknowledge and celebrate the age that the consumer is at. We accurately portray the age of the consumer in the product range. We use a positive voice about progressing through life and never stopping to experience it and enjoy it to the fullest.


CONSUMER PROFILE who are we talking to?

Consumers over 35 have always wanted to enhance their lifestyle, or get back into what they love. Either retired or still working, there is a place for you to enjoy the activities you always wanted to do. This is the time for you to adore your personality even more through the activities you want.


CONSUMER PROFILE how do baby boomers prefer to spend their leisure time?

69%

62%

59%

Keeping my mind active

Relaxing

Spending time with my family

*Mintel Leisure Habits of Baby Boomers – UK – Sep 2015


CREATIVE

concept


VISUAL RESEARCH what inspires us?


LOGO INSPIRATION trial and error


BRAND IDENTITY what do we look like?

MATCHBOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 O A a 1

R B b 2

A C c 3

T D d 4

O E e 5

R F f 6

STD G H I JK L MN OP Q RS T UV WX Y Z g h i jk l mn op q rs t uv wx y z 7890

Signerica

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


leitmotif leit路mo路tif

noun

a recurrent theme throughout a musical or literary composition, associated with a particular person, idea, or situation.


leitmotif leit路mo路tif

noun

a recurrent theme throughout a musical or literary composition, associated with a particular person, idea, or situation.

Musical notes = perfume notes Personalisation

Seasonal theme


BRAND “ONION” (we like triangles) Affordable luxury Fun Fragrance based on personality

U S P

3 layerable fragrances

Tailored cultural calendar

Trustworthy A personal fragrance service that considers personality and lifestyle, offered on a seasonal basis.

Loyal Friendly Caring Knowledgeable

Suitable for either gender

Encouraging everyone to follow their passions. Personalisation should reflect one’s personality and interests. VALUES

View fragrance as an extension of themselves.

P E R S O N A L I T Y


OUR OFFER how are we distinct?

Continuous service that builds customer loyalty and trust. All original, in-house fragrances. Scents specifically created with the client in mind. Cultural calendar based on personal interests. Fragrance’s notes suit the personality and mood of the season.


EXECUTION &

promotion


SOCIAL MEDIA consumer research

91%

7%

prefer facebook over other social media platforms

*Based on Internet survey with 45 respondents over 35.


LET’S GET ONLINE! our website and facebook page WEBSITE to sign up, take a personality quiz, select your hobbies and interests, and make your orders! FACEBOOK page to follow us, keep in touch, read our news and share your experiences!


PACKAGING the box

Different accent colour and pattern each season.

Three small bottles of unique fragrances that you can wear on its own or layer up to suit your mood. Inside, cultural calendar with activities tailored to your interests + vouchers and coupons for some of the events.


PRICING & PLACE where can you find us?

Affordable luxury High level of personalised service ÂŁ35,00 per box (seasonal subscription) Discounts offered on a loyalty-based system

ONLINE based Pop-up stores in shopping centres to promote our brand Face-to-face consultation MINTEL: 32% all adults 38% of baby boomers would opt to visit store for product support


PRINT AD our moodboards


PRINT AD trial and error‌


PRINT AD introducing Leimotif‌



VIDEO AD

introducing‌


LEITMOTIF our brand in 3 sentences‌

1. S e a s o n a l f ra g ra n c e s th a t re f le c t y o u r p e rs o n a lity . 2 . C o mp lime n ta ry c u ltu ra l c a le n d a r ta ilo re d to y o u r in te re s ts to e n c o u ra ge p e o p le to try n e w th in g s a t a n y s ta g e o f lif e . 3 . Frie n d ly a n d th o u g h tf u l a p p ro a c h to ma ke y o u f e e l v a lu e d .


THANK YOU! Any questions?

Task 3: Launch your Big Idea FASH10106 Creative Networks Fashion Communication & Promotion

Benedetta Barucco Aderyn Holt Chereen Lemord Saskia Rodriguez


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