F O R G E T M E N O T Brand Launch
THE BIG IDEA
Influenced by the rising statistics regarding Alzhiemer’s; Forget Me Not help to combat both the heartache and the loneliness of both living with and supporting someone with Alzheimers by offering a bespoke fragrance making class for both the patient and their carer. With ‘half a million women in the UK living with dementia’ (Unknown, 2015), Forget Me Not provides comfort as well as a methodical, creative approach.
BRAND DEVELOPMENT KEY INSIGHTS THAT DROVE FORGET ME NOT Macro Trends: Empowering women Ageing Generation Sustainability Environment Wearable tech Big data Social media Industrial Evolution
Micro Trends: Getting into shape Crop and composition Essence explosion Grey generations Sex appeal Not so innocent White out Art of seduction Crystal Clean New Nudes
From the onset, we already envisioned creating a fragrance making class. Primary research shown that there was a huge gap in the market for bringing consumers together through fragrance, it was just how niche we were going to make it. Through personal situations and noticing first hand the struggle of balancing your own life alongside caring for someone that you could not bear the thought of suffering alone, to the frighteningly true statistics of how much scent can help a sufferer of alzheimer’s; fragrance making classes for Alzheimer patients and their carers was born.
POSITIONING MAP
Educational/Physical
Karen Gilbert
Into The Blue UK Girl Thing Cotswold Perfumery Perfume Making Holiday, France The Perfume Studio Bespoke Perfume Jo Malone, Bespoke Wedding Perfume Mathilde Laurent Guarlain, Paris
Alzheimer Disease and Other Dementias Gardening Classes Indoor Boules Plush Folly
Relaxing Environment
Capture Life’s Journey Music and Dance
Cafe Connect
Memory Recollection
CONSUMER PROFILE Jenny is a fifty two year old, married for fifteen years and a mother of three grown up children. You will find Jenny working thirty hours a week as a jewellery designer based twenty minutes drive away from her country home. The rest of her time is spent primarily looking after her mother who was diagnosed with early signs of alzheimer’s one year ago, since then it has been getting progressively worse. Jenny attempts to keep positive by painting, riding her beloved horse, Noah, and taking her dog, Duke, on long walks down the country lane. Jenny loves to cook freshly home made evening tea for herself and her husband and occasionaly invites her mother and her partner over to join, however she cannot help but feel a huge strain on her shoulders when trying to think of new and interesting places to take her mother that they can both enjoy. Jenny realises that she herself is only getting older and whilst she cannot bear the thought of anything happening to her mother, she fully acknowledges that alzheimer’s is a gradual illness and so wants to participate in activities that both of them can enjoy throughout the precious time they have left together.
BUT IS YOUR IDEA COMPELLING? Forget Me Not allows the patient and their carer to unwind for the afternoon. With our very own professionals, equipment and materials - no experience is neccessary. Our aim is to provide the ultimate relaxing experience as long as you bring your imagination. The main concept that led us to create this niche brand is that there is not one single fragrance making class for alzhiemer patients and yet it is proven that scent is the number one sense to evoke memories. What we are marketing is an experience that allows the pressure to be taken off of our consumer for the afternoon, ultimately allowing herself to unwind and delve into something both therapeutic and creative.
BRAND MODEL
Brand vision: Our main aim is to create an enjoyable, comforting experience for both the patient and the carer that has health, social and personal benefits.
Brand essence and values: As a brand, we stand for health, family, memories and reconnection which we hope
Look, behave and talk: The personality of the brand is caring, supportive, understanding. We will use personal, emotive language to connect with the consumer and have a very minimal, personal appearance.
Brand positioning: Aimed at a niche market, our brand is the first therapeutic class to focus on scent.
to utilise as part of our experience.
Visually, Forget Me Not inspiration has derived from the likes of Aesop, Alex Lixfield and Herbivore Botanicals. One of our main visual aims is to create an authentic, genderless gift package that will then be taken to the fragrance making class and so when briefing our graphics team we specifically asked for a neutral and simplistic design as well as being environmentally friendly. Our latest research shows that using natural materials for fragrance bottles is fast becoming a key trend for spring/summer ‘15 according to WGSN. They state ‘“Fragrance companies are looking to Mother Nature for their packaging materials, creating minimalist and earthy flacons enhanced by the natural beauty of wood, stone and rope”’(WGSN, 2015), and so we want to hone in on this trend to keep our brand looking and feeling current.
VISUAL INSPIRATION
BRAND IDENTITY Our brand name Forget Me Not was established through researching about the forget-me-not flowers which symbolise true love. As the name suggests they are given or used to decorate gifts with the hope the recipient will not forget the giver. It also symbolises faithful love and memories. From this we recognised the similarities between the flower’s connotations and our brand and so Forget Me Not was established. Our brand personality offers a lighthearted, happy, reminiscent mood and so we hope to encapsulate this through using bright, natural lighting throughout our imagery. Our logo signifies the ongoing relationship between our consumer, their loved one and our brand. By using a circle it demonstrates that both alzheimer’s and relationships are a continuous cycle and so we offer an endless list of scents that can be recreated within our bespoke fragrance making classes to ensure our consumer does not feel like our class is a one time only visit.
EXECUTION PLACE
PEOPLE
PROMOTIONS
Targeted at the working class, older woman 45+ Sold on specific brand website forgetmenot. co.uk Initially UK however potential to branch world wide Niche market
Employees:active, passionate, outdoor lover, creative, retired lovers Consumers: Creative, passionate, caring, family orientated Supportive fragrance making class
Blog/forum communication between consumers and professionals Loyalty card Adverts and marketing to give a positive but influential, thought provoking message
PRICE
PRODUCT
PHYSICAL EVIDENCE
Mid market level 45+ years old ÂŁ40 for an afternoon for two Aim to use natural and recycled packaging
Recycled gift packaging 10% profits to alzheimer charity Alzheimer’s Research Easy to hold - safe packaging to take home Class offers for two Loyalty card for consumer
Friendly interface with simplistic, genderless design Colour palette presenting pastel, pale colours When gift package is ordered confirmation email offering further promotions sent
PARTICIPATION Consumers immersed within the brand and what positive effects it can have on both the consumer and their relative Blog interviews and photos from previous fragrance making classes Facebook group sharing statistics Forum sharing consumer emotions/needing guidance
BRAND ADVERT (Own work)
SUPPORTING IMAGES
Mood: Lighthearted, happy, reminscent Props: Frames, old photographs, flowers Lighting: Bright, natural lighting, morning haze effect
PROMOTIONAL VIDEO
We are disinct from our competition as other brands mostly use imagery from the classes as their advertising. Consumer feedback
'The idea is very relevant to the classes' 'I can see a lot of benefits for people with dementia' 'The idea that people are able to transport into other parts of their lives is heartwarming'
F O R G E T M E N O T