Fragrance Test Your Insights
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Elise Lorenzo N0615870 Creative Networks: FASH10106 Task 2: Test Your Insights
This report will discuss the research carried out to test insights and potential ideas for our fragrance brief.
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1 Cover Page
2 Intro
3 Contents
4&5 Children’s Skin:
6&7 Children’s Skin:
8&9 Children’s Skin:
10&11 Male Grooming:
12&13 Male Grooming:
14&15 Male Grooming:
16, 17, 18 & 19
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22&23 Feminine
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Concept & Competition
Concept & Competition
Feminine Hygiene: Concept & Competition
Final Recommedations
Consumer Profile
Consumer Profile
Feminine Hygiene: Consumer Profile
List of References
Visual Language
Visual Language
Hygiene: Visual Language
List of Illustrations
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CHILDREN’S SKIN:
Our group insights into the topic of children’s skin and sensitive skin became an area to look into. We found a lot of research in regards to our overarching theme of ‘natural ingredients’ linked with ADHD and hyperactivity in children, and the worries some parents have in what’s in the products they are giving their children. ‘Get rid of artificial scents and go natural. Replace them with essential oils which are proven to be medically therapeutic.’ Stacey Turis, 2014.
We also linked this to aromatherapy, and uses of these products in regards to relaxation, with potential to merge these findings. I want our concept to communicate the trustworthiness of our brand and product to parents buying for their children, and for it to have a natural feel to it.
There are no campaigns for children’s perfumes or relaxants (for ADHD), these are medically prescribed, but parents are reluctant to give these to their children due to the ingredients they may contain. There is an opportunity for a product that has the herbal, natural benefits of relaxation that can medically and mentally improve children’s health.
Existing products were either very medically prescribed for children, or relaxation aromatherapy marketed at adults. (see moodboard: right) This primary research I conducted in London was on various market levels such as Fortnum & Mason and pharmacies. Our product can be different by merging these two concepts together in an honest and trustworthy way. To ensure we communicate this within our brand, our product could be sold in the traditional, trusted Fortnum & Mason, home for niche brands, high standards and exquisite products. To reach out to mother’s I think our product should be priced at the mid-market level, making it accessible as well as fitting in with the standards of Fortnum & Mason.
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Figure 1
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CONSUMER
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Figure 2
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VISUAL
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Figure 3
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MALE GROOMING:
Thinking about natural ingredients in relation to skin, we felt the male grooming sector had room for development. From our initial research in street style and social media (task 1), a trend we noticed was the beard and lumbersexual indie style. (Dan Bilzarian, 2016) We found the way male grooming products were sold, in relation to beards, was very masculine and undermining to women, emphasising the ‘rock star/bachelor’ lifestyle. (Dollar Beard Club, 2016)
well as us women. I want our product to undermine the ‘rock star´ image. To merge this idea with natural ingredients would be the perfect way to address the need for men to want to take better care of themselves in a traditional, healthy way. Existing products focused mainly on oils and waxes for beards to style and tame, a lot of which I found in traditional barber shops around London after carrying out primary market research (see moodboard: right).
I want our concept to communicate a different story to what is already out there. I want men to understand acting like a gentleman does not take away your masculinity. I want our concept to communicate a traditional feel and a classic story.
I would place our product to be sold in one of the traditional barber shops in St. James’ in London such as Truefitt & Hill, ‘the oldest barber shop in the world.’ (Truefitt & Hill shop assistant, 2016) This will give our product the traditional feel we want, as well as the trustworthy message we want our customers to feel in regards to natural ingredients, selling in the mid-market price range.
Our product is needed to allow men to act in a way that is acceptable to them as
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Figure 4
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CONSUMER
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Figure 5
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VISUAL
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Figure 6
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FEMININE HYGIENE:
Feminine care is another area which can be sensitive when it comes to fragrance. From our initial research we found feminine hygiene is widely advertised as a witty subject, but what’s in the products are not made knowledgeable.
Do you know what ingredients are in your feminine hygiene Figure products?
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This chart shows primary research from 100 women stating 98% do not know what is in their feminine hygiene products (Survery Monkey 2016). Thinking about this and our theme of natural ingredients, we felt there was opportunity for development in this area. I want our concept to communicate an honest approach to feminine hygiene; I want our consumers to buy the product because they trust the brand and the ingredients. I want our concept to be informative, but make the consumer feel comfortable with our brand and products.
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Can brands do more to promote feeling comfortable around this topic?
Figure 8 1
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The primary research above shows 61% of 100 women we surveyed feel brands can do more to make girls and women feel comfortable about feminine hygiene – a perfect opportunity for brand development (Survey Monkey, 2016).
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Existing products were quite scarce for feminine hygiene and are not easy to find so I ended up looking mainly at the mass market. (see mood board: right) Compared to existing products,we will have recognisable and honest ingredients and values. We want the best for our consumer and want them to know this. To have a trustworthy feel to our product and wanting it to fall into the niche market place, a store like Liberty of London or Fortnum & Mason would be ideal. Falling in the mid-market price bracket, I want our product to be accessible and trustworthy. Having natural ingredients will link in well with our brands trustworthiness in relation to sensitive skin.
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of women buying sanitary products are interested in products for sensitive skin.’ Mintel, 2014.
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Figure 9
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CONSUMER
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Figure 10
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VISUAL
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Figure 11
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FINAL
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Figure 12
My recommendation is Male Grooming, as the concept to take forward as a team. From primary research in London we found the amount of products specifically for beards is limited, giving us a lot of room for developing an individual brand identity. Working with the idea of bringing the gentleman back could be a really good starting point for creating a trustworthy brand. The idea of merging tradition & heritage with our theme of natural ingredients is a good way to create an honest brand that consumers can trust. A lot of products out there either clean or style & tame. The idea of creating a facewash-type-product that not only cleans and cleanses but also styles and tames holds a lot of potential. The facewash/cleanser can be applied with water and rubbed not only into the beard but all over the skin as a facewash. Once the user has sufficiently cleansed they can rinse off the soapy bubbles and dry their face. Left behind in the beard is the oil/wax texture of product they can use to tame their beard straight away without the use of another product. This idea solves the issue of men wanting a quick fix, and a short beauty regime in the morning. It also provides a niche product healthy for the skin, with natural ingredients and a twist in the branding.
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LIST of Stacey Turis, Mother’s Blog 2014. Available at: http://www.additudemag. com/adhdblogs/27/10005.html Dan Bilzarian, Instagram Icon, 2016. Available at: https://www. instagram.com/p/BCOqnlBoDkY/?taken-by=danbilzerian Dollar Beard Club, 2016. Available at: https://dollarbeardclub.com/ Truefitt & Hill Shop Assistant, Quote, 2016. “You are standing in the world’s oldest barber shop.” Survey Moneky, 2016. Author: Zoe Pullinger, Zoe Hurst, Ginna Stuart & Elise Lorenzo. Available at: https://www.surveymonkey.com/results/SMWDJNX9GW/ Survey Monkey, 2016. Author: Zoe Pullinger, Zoe Hurst, Ginna Stuart & Elise Lorenzo. Available at: https://www.surveymonkey.com/results/SMWDJNX9GW/ Mintel Research, 2014. Auther: UNKNOWN. Available at: http://academic. mintel.com/display/709776/?highlight
Word Count: 1099
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LIST of Cover Page Images, Smashed Perfume Bottle, Herb, Floral & Water Splash Collage 2016. Available at: https://uk.pinterest.com/eliselorenzo/natural-ingredients-inspo/ Figure 1 Moodboard of Existing Relaxing Products, 2016. Author: Elise Lorenzo (primary photography) Figure 2 Children’s Skin Consumer Profile Moodboard, 2016. Author of Collage: Elise Lorenzo. Images available at: https://uk.pinterest.com/ eliselorenzo/consumer-profile-x-mothers/ Figure 3 Children’s Skin Visual Language Moodboard, 2016. Author of Collage: Elise Lorenzo. Images available at: https://uk.pinterest.com/ eliselorenzo/visual-language-x-childrens-skin/ Figure 4 Moodboard of Existing Male Products, 2016. Author: Elise Lorenzo (primary photography) Figure 5 Male Consumer Profile Moodboard, 2016. Author of Collage: Elise Lorenzo. Images available at: https://uk.pinterest.com/eliselorenzo/ consumer-profile-x-lumbersexual/ Figure 6 Male Visual Language Moodboard, 2016. Author of Collage: Elise Lorenzo. Images available at: https://uk.pinterest.com/eliselorenzo/ visual-language-x-gentleman/ Figure 7 Survey Monkey Question Results, 2016. Author: Elise Lorenzo. Made on Excel. Figure 8 Survey Monkey Question Results, 2016. Author: Elise Lorenzo. Made on Excel. Figure 9 Moodboard of Existing Feminine Hygiene Products, 2016. Author: Elise Lorenzo (primary photography) Figure 10 Feminine Hygiene Consumer Profile Moodboard, 2016. Author of Collage: Elise Lorenzo. Images available at: https://uk.pinterest.com/ eliselorenzo/consumer-profile-x-feminine/ Figure 11 Feminine Hygiene Visual Language Moodboard, 2016. Author of Collage: Elise Lorenzo. Images available at: https://uk.pinterest.com/ eliselorenzo/visual-language-x-feminine/ Figure 12 Final Recommendation Moodboard, 2016. Author of Collage: Elise Lorenzo. Images available at: https://uk.pinterest.com/eliselorenzo/visual-language-x-gentleman/
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