Nottingham Research FRAGRANCE PROJECT
Nottingham
When researching a gap in the market in Nottingham we found that most places sold unisex fragrances. Lush and Sisley both said that you can’t say what perfume is going to sell and people buy what scent personally suits them. Lush was the most interesting they used images next to their perfumes to show the customer the story of the scent, all their products are made out of natural ingredients and all their packaging is recyclable. They sell different forms of perfume for each scent a atomiser, a spritzer and a solid perfume.
Fig1 Refrence: http://fatinasweet.blogspot.co.uk/2013/02/i-miei-acquisti-da-lush-profumose.html
Solid Perfume Not many shops sold solid perfume, just went out of fashion with no real reason why. Some designers sold solid perfume but in a form of accessory which become quite a seasonal product. They would normally be in a form of a necklace or a ring. Some are in the shape of a Vaseline shape pot, you use your finger to apply the fragrance. Solid perfume does not contain any alcohol unlike spray perfumes that do. Originated in ancient Egypt and the Roman empire. Were used for religious purposes, cleansing and healing.
London 4
Sell Niche brands. They did not sell any solid perfume. Explained that you can do more with synthetic scents than natural scents because of the ethnic minorities. We asked why they didn’t sell any solid perfumes, and was just because they went out of fashion and that they come across as more of a gift product. Solid perfume was just a trend that went out of fashion. However you can recycle trends.
Started looking for packaging and marketing inspiration. We didn’t really like celebrity endorsements on perfume as most marketing comes across quite tacky. We liked quite the abstract style with no specific imagery and more pattern based. Also looked at lipstick packaging and function so instead of using your fingers to apply you can directly apply to the skin without getting greasy fingers.
Established that there is a gap in the Market for Solid perfumes. Most stores where saying the same thing that is was a seasonal product and very few designers do it. We realised that a natural product was the direction to take. We got the impression that consumers were more interested in products made with natural ingredients.
We want our packaging to be more art inspired and focused on the concept of free
Pros Useful to throw in your handbag No worries of spills Good for a quick fix Reasonably priced Good for festivals and travelling Waxy based holds the scent for several hours Vegan friendly Easy to apply and fast absorbing Moisturises skin
Cons Sometimes can be sticky when put on Putting your finger in a pot when applied doesn’t seem sanitary The wax has a slight oily smell that can interfere with the fragrance When in a accessory form comes across as unwanted tack
Our idea To create a natural solid perfume to come back into fashion, that is not messy and sticky to apply. A fragrance that can be applied through out the day and to take out where ever with you. Our solid perfume is going to be based on the concept of freedom, ideally drawing towards more festivals and travelling, places where you feel like you can let go, something that’s fun, fashionable and interesting. With our solid perfume is definitely more drawn towards the younger females 18-25.
Consumer Profile Female 18-25 Enjoys travelling, blogging, exploring, trying new things, going to festivals and gigs. Big fan of social media: twitter, instagram, Tumblr, Facebook. Out going person goes out every weekend. Interested in fashion, styling and music, open minded and free spirited. Reads Vogue, Elle, Wonderland, general fashion magazines. Has quite an indie/urban style, shops at places like urban outfitters, Topshop, Zara, vintage shops, Asos. Listens to dance music, house, techno, pop, chart music.
We do not want to be Obvious/basic/simple Tacky Following the crowd, commercial mainstream festival trends with welly boots, floral, sunglasses, denim shorts. Something that looks like a Vaseline pot A weak scented fragrance Something you would only use once a day and leave at home A gift product A piece of jewellery
Playful
Bright Colours
Culture
Fun
Patterns Freedom
Freedom
Spirit
Inspiring
People dancing
Sunglasses
Mainstream Ibiza holiday vibe
Peace Sign
AVOID
Thank You