Diteé fragrance brand launch & promotion stratergy

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Introduction Launch & Events PR Conclusion Timeline

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My team and I were briefed to create a fragrance, and to reach a gap in the market. With that, we created the ‘Fragrance with Benefits’ named ‘DITEE’. Our fragrance is about innovation and bringing a product to the market which not only is a new, experimental concept but to benefit our consumers in the long term.

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Using research platforms, both qualitative and quantitative, exploring the market and the gaps, we reached to creating a fragrance filled with friendly vitamins, which soaked into the skin, can moisturize and in other terms anti-age the skin.

Our inspiration was how skincare technology is on its peak time, with many women, young and old are spending hundreds on appearance, and with research supporting woman aged from 30-40 are willing to try new products and save money.

We were able to grab the gap in the market, and have a range of research to back it up. In the fragrance market today many consumers don’t realise how damaging some fragrance products are, which can lead to aging skin, and that some on the market today are not tested. These harsh chemicals can affect one of the most frequently sprayed areas, the chest, which is also the most aging area on the body.

We landed on this overall idea with countless surveys to young and middle aged adults, including men, and current market research, asking for opinions on skincare and fragrance use. We wanted to not only fill the gap in a market but to also experiment with innovation. During trips to Nottingham & London, exploring stores such as Liberty’s, home of the ‘customize your own’ fragrance and Space NK, where we came across other fragrances for hair, laundry and solid forms. This was the root of our idea, having the inspiration of creating a 2 in 1 product.

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According to Mintel, out of 1,000 users asked, what innovations in fragrance would be interested in? Skincare with a favourite fragrance scent came on top with interest.

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Our consumer plays a huge part of our inspiration, and is what we feel a gap in the market, with skincare developing. Aged 30-40 years, full-time interior decorator, family and working mum who takes skincare and health a huge priority in their daily lifestyle.

Our consumer has a huge interested in art & culture, and has awareness around fashion. Our consumer enjoys reading, innovative magazines such as “AnOther”, “Numéro”, and the more work-based such as “Beautiful Home” & “Veranda Magazine” She’ll take time out in her busy schedule to read these, always keeping up to date. Online, supporting her interests and job, she is a addicted-user to “pinterest” and “designpration”, and additionally is a regular blog reader, from fashion to beauty. Married with two children and a high income, our consumer is wise with money, wants to get the best product for the best value and will be beneficial in the long term. Always willing to try out new products, to recommend to her friends and to be beneficial for herself. Due to the busy lifestyle our consumer holds, a product which can save time during her morning routine will be a product worth much interest.

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The scent of our fragrance is light, ideal for the morning routine and daily use. The light scent also reflects the delicate essence of the product, meaning a light weight put on to your skin, standing for the natural vitamins.

We included scents of Rose, Jasmine, Vanilla and Tobacco, to give our fragrance a signature smell, of fresh with a small kick.

Our brand essence is about allowing our consumers to make the morning routine, quicker and less expensive in the long run. With the lifestyle of the modern woman, and our consumer’s busy routine, our product will be ideal in every handbag and dresser.

Our product has the benefit of turning into the consumers ‘loyal’ must have product, due to its trustworthy and honest values.

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Our launch will be based around two events, a launch for the brand and a yearly instalment.

London is the main hotspot for what we want to hold both events at, due to the rise of creative personalities, main spot for shopping, and is an emerging area for bloggers.

For our launch event, we felt Liberties is ideal, for its ongoing reputation of edgy, innovative products, in all areas such as fashion, beauty and fragrance, such as Commes Des Garcons and Molecule. It’s also one of our prime locations for selling our product on a concession stand instore. It’s a unique selling location for our brand, due to attracting all fragrance fans and a potential consumer concentration hotspot due to its ‘The Fragrance Lab’, where you are able to create your own fragrance and the Malle Sniffing booth. Additionally Liberties is known for holding fragrance launches, such as Dita Von Teese’s fragrance and Richard E Grants JACK Fragrance, which have both been widely successful.

Richard E Grants JACK Fragrance launch’s in store, is a clear example of Liberties being a successful venue to hold our event. We’ll like to bring as much attention as that event did, and to be noted as an enjoyable, successful night. During the JACK event, talks and speechs took place, with Richard E Grant himself, and the team. Additionally, food and champagne was served, and many features we’ll be holding at ‘Ditee’s’ launch. Overall this was one of Liberty’s biggest fragrance launch events today, which our brand would like to mirror.

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The aim of this event is to branch out to variety of bloggers, from fashion to skincare, to review and take part in the product launch and to trigger our spread of ‘word and mouth’. Bloggers such as Caroline Hirons, London Beauty Queen & ReallyRee would be invited to attend due to their popularity on the internet, and there loyal fanbase. We will also invite press, from magazines, such as Allure Magazine. Further more our Celebrity endorsment for the brand will also be invited and take part of this event.

For launch, we will hold exclusive night in store, only being able to attend with invite. This night will include free champagne, a talk through the product and giveaways. The 5 hour event will be a constant interaction with the guests, building potential consumer relationships. For entertainment and our beauty and fashion obsessed guests, we’ll have beauty therapists and skincare experts to join us on the night, with small lectures on hints and tips to healthy skin and additional routines.

This will back up the concept of our brand and our product, letting our guests understand the benefits, and importantly understand our product.

We’ll also, during the event hand out exclusive goodie bags, filled with sample of our product, leaflet on healthy skin, contributed by REN skincare, and a voucher, giving the consumer 20% there next purchase with ‘Ditee’. Our guests will have the chance to sign up with the brand, allowing them their own personal account on the website for shopping online and access to vouchers and promotions through monthly emails. This is the starting ground to creating a loyal consumer for our brand and a ‘DITEE’ community. Instead of just promoting our product on the event, we want to promote a more, healthy way to look after your skin.

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Professional Beauty 2013.

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Another event we will hold will be a yearly instalment at the Professional Beauty Expo at the ExCel centre in London. Being set in the prime area for our brand and product with the launch, this event will allow our brand to interact with our consumer base, such as keen shoppers and beauty fans. Our stall will hold a stand of our product, with representatives of the brand, engaging with potential consumers, and promoting the product.

It’ll allow our audience to smell and test our product, and talk more through into their purchase, unlike in store. We’ll devise a sign up station on our stall, where we can expand our DITEE community.

Following that, our new consumers will be given a goodie bag, with samples, exclusive first purchase voucher and REN Skincare leaflet. This will benefit brand, allowing us to expand our audience yearly, instead of just instore and online.

Both our events will promote our brand, in ways of not being forced upon, but will attract the loyal consumers. It’ll help us begin to start a relationship with our fanbase, with a personal touch, of interaction and building a community.

If successful in years period, we’ll expand around Europe, and hold launch events for the brand in areas with skincare and beauty market growing such as Russia. This means will expand our concession stand locations in other stores, letting all nationalities of modern woman to buy into the product.

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Prior after event, and further on marketing our brand, we will hold single page spread adverts in innovative and design magazines our consumer reads such as “AnOther”, “Numéro”, “Veranda” etc, and beauty magazines like Allure. Our brand is ‘quiet’, and not to be seen in commercial magazines, due to us wanting to keep an exclusive consumer base and innovative. Additionally we don’t want our product to be seen as a trend, but a product which will become part of a daily routine.

Our brand is ‘quiet’, so large PR agencies will not be needed, and due to the nature of our product and consumer, large advertising techniques are also unnecessary. We’ll be using the stragic theory of Word and Mouth to promote our brand and product and to create a personal connection with our consumers. “Word and Mouth was more important than advertising in raising awareness of an innovation and in securing the desicision to try the product” (Buttle. 1998: p242) Supporting the theory, and due to our consumers lifestyle, this strategy will be used, such as our consumers influencing their friends to try the product and brand, which additionally will allow us to create a ‘recommend to a friend’ scheme. The scheme involves, once recommend to a friend, and the friend chooses to purchase a product from our brand, the loyal consumer will gain a 20% off discount next fragrance purchase. This allows us to build an on-going relationship with the consumer, and to create more. Blogs and blogging is a trend on the wise, with many creative individuals joining the wagon, and is a key way of promotion in the modern world of marketing in fashion and beauty. With the help of our brand ambassador and bloggers and our consumer being a regular reader to blogs, we’ll also send in samples of our product out, with updates on the brand on upcoming projects and event information. This will allow them to try out our brand, and review it on their blogs the digital way of ‘Word and Mouth’. To encourage this, each review written and got in touch with us will receive a 20% off voucher on their next purchase, due to it being a digital version of ‘recommend to a friend’.

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Our consumer isn’t into a-lister celebrities, but is into more influential figures in the fashion and art industry. Our celebrity and brand ambassadors have to reflect our consumer’s age, desires and lifestyle. With their huge interest in fashion we feel an appropriate figure who also reflects their age and lifestyle as well is needed. Karen Elson, one of the biggest supermodels in the UK, and has been seen on covers such as “Numéro” magazine, which additionally is a magazine our consumer is a regular reader for. This creates a connection to our consumer and there outside interests of fashion and art culture, showing we know points and ways to reach out for. Additionally, celebrity and big name sells “Stars give for a minium of effort, and the bring them a rich fantasy world to which consumers aspire” (Tungate. 2008: p120) Her essence of natural beauty, and ‘real woman’ attitude will bounce off to our consumers. Herself being the age of 34, will also allow our consumers to relate to her on a personal level, with that aspiring to be like her, influencing them to buy into the brand.

With the celebrity endorsement, we want a more personal individual to connect to our consumers digitally. The London Beauty Fashion Queen, is a highly recognized beauty blogger from London, who is based in our main consumer location. Her blog, features reviews and updates on upcoming products, making her blog a regular read for her fans. With the word and mouth theory, herself blogging about the brand, will essentially extend our base, reaching out to our ideal consumer. With both launch and yearly events at the Beauty Expo, The Beauty Fashion Queen will make an appearance, to engage with consumers, and to use her expertise on beauty to promote the brand. Using her, will bounce off our trustworthy essence, showing average woman are just as enthusiastic about the brand.

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Magazines would be our main advertisement we’ll use next word and mouth. No billboards and outdoor advertisement will be used, however if on the high street it’ll only be used for visual window merchandising at our chosen stores of sale. TV and radio advertisement will not be used, due to budget and our brand being ‘small’ and exclusive. “While costly advertising campaigns usually focus on certain products, services and offers, promotional campaigns deal with building brand equity” (Dillon.

2012: p153). The only video footage will be used is our 40 second advert, will only be seen online on our own online store, Libertys.com, REN Skicare.com and spacenk.com.

Furthermore, with the success of Dove’s Real Beauty Sketches video, which has been watched by 110 countries, and has 63 million views on youtube, purely as the video is linked with emotion and is relatable to everyone. Taking this success story on board, if our product is successful in its first months, we would put together a 2 minute video for our brand, representing the real, loyal consumers, and taking on a ‘skin care’ experiment, where woman will take on keeping a natural look for a time period, and seeing in the end self-esteem change and results. Having a relatable video, which can essentially reach out to a wider audience due to internet ‘word and mouth’ and sharing, can widen our brands popularity, but being shown only on the internet and website of ‘Ditee’, this will allow it to keep its exclusive personality.

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Our consumer spends majority of their time on a mobile phone, due to the busy career, keeping in contact with clients and with family. We want to bring our brand to what they use most, instead of just visually and digitally on the web.

With that we can branch out into promoting our brand through social platform networks, mainly focusing on Facebook. The social network is crawling with advertisement and sponsored links.

With our consumer, being a busy mum, and wanting a way to keep in contact with friends, easily, Facebook is the prime network. Most brands and labels, exclusive a commercial, use Facebook to also keep a personal connection with consumers.

We’ll be able to expand our brand community, without just letting potential consumers sign up online. ‘Like’ groups is a growing platform to facebook, and easy to access. Once joined, our consumers will be able to also preview updates and upcoming offers on the brand on their newsfeed.

Additionally, new consumers can be welcomed into the brand, with 70% of marketers and brands connecting with new consumers over Facebook.

Twitter is another platform we’ll introduce to our brand, with many bloggers using it as a secondary station for updates, and letting their readers know what they are doing currently. Our consumer, will use Twitter, to follow brands, magazines and bloggers, using it as a quick hotspot to keep up to date. Our brand, will also create an account with twitter, where we will also post updates, on the brand and during events. This is also another area to use ‘Word and Mouth’ through the benefit of ‘hashtagging’. This allows our community to share thoughts on new and recent purchases, publicly. fig 22

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Statistics show for 2014, that “individuals aged 30 to 49 are engaged with using social media� (Romeri M: 2014), online and on their phones.

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We want to create full interaction with our consumers, even when shopping in store for our product. Our essence of being trustworthy and creating a loyal consumer, will allow use to connect our brand to the app I-Beacon. This app entitles users to get notifications on discounts and promotions for their favourite brands and stores, using hotspots and Bluetooth. It’s about allowing brands to have a more personal connection with its audience, allowing them to ‘help’ and increase the shopping experience. Additionally the app allows you to pay for products in store on your phone, which will work around our busy consumers lifestyle, and cutting out the wait in queues.

Our stores such as Liberty’s, REN Skincare and Space NK will have I-Beacon adaptors installed into store, allowing our loyal consumers, when shopping in store to get instant access pay on their phone and to allow on-the-go vouchers. This will also benefit our loyal consumer’s modern lifestyle, of busy schedule. The quick process of buying instore with this app instantly, allows them to cut the queues when shopping in a rush. I-Beacon is one on the many future apps changing shopping the shopping experience in 2014, and while being an innovation brand in product, we want to reflect that into our marketing and shopping experience.

Our online website will be able to be accessed online and on the web, with our partnership seller’s individual websites. ‘DITEE.com’ will be a small online world for the brand, with the features of signing up to the brand and buying our product instantly. It’ll preview videos on the home-page, welcoming our consumers, with easy quick navigation to our products and bottle sizes available. When selected, we’ll brief our consumers on smells, benefits and inspirations. Additionally from here, our website will provide all the links to our facebook, twitter pages, making it the home of the brand’s community.

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In conclusion, our brand is about interaction and keeping a relationship with our consumer. Each event, launch, app, representatives and website is constantly on hold of keeping a relationship with the consumer, new and loyal. We want our brand to keep the essence of trustworthy, and taking part at highly anticipated events like Professional Beauty in London, and keeping in contact with variety of bloggers gives our consumers the reassurance.

In the future we’ll be hoping to reach out around Europe in the skincare hotspots with expanding our consumer base, product market and holding launch events, which will attract a wider range of bloggers and press, increasing our Word and Mouth strategy. To current bloggers and fans, this will give the brand a buzz, creating huge conversation in the community in places such as Twitter. It will not only benefit us a brand, but to say thankyou to our consumers, for example our brand ambassador, who will gain a larger range of readers for her blog and expand her self-promotion.

We hope for our fragrance in the future to expand a year in if successful, with creating wider range of scents to suit the demands of our consumers, with also expanding our consumer market in Europe.

Keeping the same natural vitamins, we’ll stick to essence of the brand, of the ‘Fragrance With Benefits’.

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Fig 1: CAD Design - by Fig 2: Taken from Shoot/CAMPAIGN. Photographer Emma Morgan. fig 3: The Politics of Perfume and Fragrance: Scentrists View (27th September 2012) http://www.scentrist.com/opinion-2/the-politics-of-perfume-and-fragrance/ Accessed: 24th May 2014 Fig 4: Unknown (April 2014) http://www.pinterest.com/pin/92746073551286478/ Accessed: 24th May 2014 Fig 5: Unknown (2013) http://www.pinterest.com/pin/498844096196160711/ Accessed: 24th May 2014 Fig 6: SCREENSHOT (2014) www.pinterest.com Accessed: 24th May 2014 Fig 7: Koren A. LOOKBOOK (22nd September 2013) http://lookbook.nu/look/5377084Lefties-Shirt-Promod-Skirt-Metropolitan Accessed: 24th May 2014 Fig 8, 9, 10: PHOTOSHOP AND CAD EDITS Fig 11: Unknown (2013) http://www.pinterest.com/pin/191051209165001175/ Accessed 24th May 2013 Fig 12: Unknown (31st March 2014) http://www.liberty.co.uk/blog/19731/richard-egrant-introduces-jack/ Accessed: 24th March 2014 Fig 13: Unknown (2009) http://models.com/work/allure-magazine-allure-september2009-cover Accessed: 25th May 2014 Fig 14: Unknown (-) http://celebrateanddecorate.com/tag/cocktail/ Accessed: 25th May 2014 Fig 15: OWN EDIT (2014) http://www.20.20.co.uk/our-work/fashion-departmentstores/staging-transformation-liberty Accessed: 26th May 2014 Fig 16: Brogan. (23rd September 2013) http://www.brogantatexo.co.uk/2013/09/ olympia-beauty-show-2013-photos-haul.html Accessed: 26th May 2014 Fig 17: Unknown (March 3rd 2014) http://amormagazine.co.uk/hair-and-beauty/ professional-beauty-londons-25th-annual-exhibition-a-roaring-success/ Accessed: 26th May 2014 Fig 18: Unknown (Unknown) https://www.blogger.com/blogin.g?blogspotURL=http:// jeanasohn.blogspot.co.uk/2011/09/rachel-weisz-in-another-magazine.html Accessed: 27th May 2014 Fig 19: Unknown (November 2009) http://models.com/work/numero-numero-november2009-cover Accessed 27th May 2014

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Fig 20: Kela (24th April 2013) http://newspaper.neisd.net/macarthur/2013/04/24/ dove-real-beauty-sketches-how-do-we-really-see-ourselves/ Accessed: 27th May 2014 Fig 21: OWN IMAGE FROM PHOTOSHOOT. Photographer - Emma Morgan Fig 22: Barnett E. (30th April 2009) http://www.telegraph.co.uk/culture/art/artnews/5252020/David-Hockney-paints-with-his-iPhone.html Accessed: 27th May Fig 23: ibeaconinsider (14th February 2014) http://www.ibeacon.com/beacons-howthey-work-why-apples-ibeacon-technology-ahead-of-pack/ Accessed: 27th May 2014 Fig 24: Primary Fashion (Unknown) http://primaryfashionmagazine.com/2013/11/20/ goldfaden-md-space-nks-night-of-beauty/ Accessed: 28th May 2014 Fig 25: OWN EDIT AND IMAGE - TAKEN FROM WEBSITE MOCKUP. Fig 26: OWN EDIT TAKEN FROM CAMPAIGN. TIMELINE Fig 27: OWN EDIT AND IMAGE - TAKEN FROM WEBSITE MOCKUP. Fig 28: Unknown (2013) http://www.pinterest.com/pin/191051209165001175/ Accessed 24th May 2013 Fig 29: Taken from Shoot/CAMPAIGN. Photographer Emma Morgan.

Fig 30: Unknown (March 3rd 2014) http://amormagazine.co.uk/hair-and-beauty/ professional-beauty-londons-25th-annual-exhibition-a-roaring-success/ Accessed: 26th May 2014 Fig 31: Riley L. (16th July 2012) http://www.thegrocer.co.uk/fmcg/healthcarebeauty-and-baby/posh-skincare-brands-now-feeling-the-pinch/230920.article Accessed: 27th May 2014 Fig 22: Primary Fashion (Unknown) http://primaryfashionmagazine.com/2013/11/20/ goldfaden-md-space-nks-night-of-beauty/ Accessed: 28th May 2014

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Established 2014.