Fig 2.
Fig 1.
S P E C IA L E D I T I O N
ORIGIN THE FIRST GENDERLESS FRAGRANCE A unique and exclusive journey through the entire process of Origins creation, and where the future is taking them. EXCLUSIVE ADVERTS / BRAND CREATION / NEW MEDIA CHANNELS / THE TYPICAL CONSUMER
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E LEANOR BARKER N0560974 FASH10106
CONTENTS 1. INTRODUCTION 4 2.CONTEXT 6 3. THE BIG IDEA 10 4. CREATIVE CONCEPT 14 5. ADVERT IDEAS 20 6. THE ADVERTS 22 7. BRAND EXECUTION 26 8. SIX MONTH PLAN 28 9. COMMUNICATION TOOLS 30 10. SUMMARY 34
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introduction O
ur end product is called Origin; it is primarily a ‘genderless’ fragrance that appeals to any who doesn’t feel like they fit into the mainstream market of male and female. We wanted to remove all gender connotations from our products and make it so that people, who don’t feel like they fit in the male or female category, have a product that they can call their own. Our objective is to creative something completely brand new, something that has never before been seen on the fragrance market that may shock people but also change peoples thoughts on the subject.
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hen starting the creative process, we had to figure out which route we wanted to direct our brand down. We looked at current micro and macro trends to see if there was a different and more interesting route we could take. The main trends we found interesting were the LGBT Community, Feminism and Gender Equality We thought this would be a good area to focus on as there is so much going on around these topics such as HeForShe, Free the Nipple and Selfridges Agender campaign. The Agender campaign was something that really interested us, as it was the first exhibit that only features brands that were unisex or genderless.
Large fashion houses such as Comme Des Garcons, Givency and Yves Saint Laurent are starting to showcase pieces of fashion on their male runways that are less masculine and have more femine features. Such as pink coats and male dresses, both breaking down the typical sterotype; pink for girls.
We then looked at this trend from a fashion point of view and found that there were designers such as Rad Hourani and 69 Worldwide who are creating pieces that are not associated with either gender.
HOW WE CAME UP WITH THE BRAND
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CONTEXT
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Hamleys toy store changed the layout of their shop floor to get rid of the gender barriers of girls toys and boys toys and with this game the colour argument of blue for boys, pink for girls “Hamleys, the country’s most famous toy store, has abandoned its traditional separate floors for boys and girls after a campaign on Twitter accused it of operating “gender apartheid” (Curtis, 2011) This is just one example of how gender neutrality became more of a society norm even 4 years ago. This is the kind of thing we’re wanting to achieve with our product, to break down gender barriers completely. Models as well have taken the fashion world by storm recently, with Erika Linder, Andrej Pejic and Ruby Rose becoming widely connected with big fashion houses and being able to walk in either male of female shows depending on their own sexuality. This was what led us onto the idea of creating a Genderless fragrance; something that held no gender connotations and could be used by anyone who feels like they don’t fit into the binary male or female categories.
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the big idea Our big idea was to show our brand in a nonsexualised way. Fragrance adverts are typically very sexualised, by using the women and men featured in them to be no more than an tool used to sell the desired product. Each brand at some point will have used sexual connotations to sell something, as sex does sell. (Perfume Ad Campaigns on WordPress.com, 2007) However, we feel like these marketing techniques are only used to focus at either a male or female audience by using sexual imagery “One such popular tactic uses explicit sexual images in advertising, even when the sexual image has little relevance to the advertised product” (Dahl, Sengupta, and Vohs, 2009) The reason we focussed more on calling the fragrance ‘Genderless’ rather than ‘Unisex’ is the fact that the unisex fragrances we looked at for competition still were only promoting the product at a male and female market and the adverts were still very sexualised For those who don’t relate to this kind of advertising and don’t achieve gratification from the hyper sexualised imagery, there are very little examples of fragrance advertising that doesn’t promote for either gender.
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What we want to achieve through our advertising is something that makes a statement using the body through artistic and creative means, rather than using the body in a sexual and demeaning way. Our product is something new and exciting in the fragrance market. The only thing remotely similar that we researched was the variety of unisex scents available (Hoff et al., no date), solely focused towards a male and female consumer. We’re wanting to promote our product as being genderless so it can be used by those who feel like they don’t fit into the category of male of female, something that has never been done before.
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O
rigin is a very unique product, for the strong connection it has to so many important campaigns. We want to be strongly associated with gender equality, which is what we hold at the core of our brand. The bottle as well is something very unique; the circular shape that is based off the genderless symbol is something that hasn’t been seen in the fragrance market before making it very exclusive. By only promoting our product at a niche market rather than the mainstream market, also separates us from a lot of other brands that are our competition. We would ideally like to enter the market when its experiencing growth,
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“If a market is experiencing a period of growth then there is the opportunity for those already operating within the market to increase business. But market potential may also encourage new entrants.” “They may lose business newer market participants” (Posner, 2011, pp. 87 - 87) by being new on the market we may have more of a chance to be more successful in gaining sales early on in our launch. We created a perceptual map of some unisex scents that we can see as being our key competition, it also shows where we would like to be positioned in the market.
Fig 14.
Due to the costs of manufacturing our whereas we will be sold at more of a niche product, we presume that our brand will market, which may mean we gain more be in the high cost end at around ÂŁ50.00 popularity amongst our desired target market. and hopefully be a popular product. Again, most of these brands are sold at the mainstream market as unisex scents, Fig 15.
The target market was something we struggled to narrow down. We initially had the idea of trying to market our product at everyone, as we believed that calling it genderless would mean the product could be used by anyone. But to market at everyone you market at no one, and the fragrance just wouldn’t sell. We then developed this into thinking about the kind of people who are supporting the LGBT community and have strong beliefs on gender equality. These people are mainly generation Y (Generations X,Y, Z and the Others... Social Librarian Newsletter - WJ Schroer Company, no date) or the younger generation.
By targeting the product at young working people who are intellectually and culturally aware of what’s going on in the world, we are likely to receive positive feedback on our brand and hopefully gain valuable consumers who believe in our core brand values as well as like the final product.
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T H E C R E AT I O N A N D D E S I G N OF THE PRODUCT
Creative concept
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e wanted our product to be something different to anything seen on the market before. The packaging was something we really had to think about. When working with the graphics team, as we wanted our product to be simple yet still make a statement. The name of the product is what we came up with first, we wanted something that gave the impression that our fragrance was all encompassing and had connotations of a fresh start and new beginings in gender equality. We had ideas such as ‘One’ , ‘Everything’ and ‘Unite’ , but non of them had the right feel to it. finally we came upon the word Origin, which we thought worked really well for our brand and what we wanted to achieve.
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he logo took us a while to create, as we had no idea where we wanted to go with it. The graphics team came up with the idea of taking inspiration from the Yin Yang, which could link to our brand name Origin and they created a logo that had the same kind of feel to the Yin Yang symbol but was modernised which made it look very different. It also worked very well for our brand as the black and white semi circles were very statement and stood out.
Our graphics team came back with the design of the tagline as well as the logo. They chose a very neutral looking style for the font by using Century Gothic. They made it look even better by changing the percentage of tracking between letters to 300% which made the whole text look more open and more like a brand tagline.
ORIGIN
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he box had to be perfect as that is initially what the consumer sees when buying the product. The graphics team suggested making the entire thing white, which will make the box stand out and give it a clean, polished look. The box has our brand name on it as well as our logo, which is subtly embossed on the top of the lid. The inside of the box is very exiting as it’s more interesting than the outside of the box, the inside is lined with a black and white marbled print that we thought worked very well to create and arty, stylish feel to the box.
Marbling is something we wanted continue throughout our brand campaign as we think it’s a really unique feature to use for our products and advertising and is something we would like to adopt as part of our brand image.
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he bottle is probably the most interesting part of our creative concept as it incorporates the genderless fragrance in the shape of the bottle. We told the graphics team that we definitely wanted the genderless symbol to be part of the packaging as it’s an important part of our brand image. The bottle is a glass circle with a cut out in the middle; the dispenser is at the top of the bottle on a slight angle to look like the symbol. The bottle doesn’t stand up as we wanted the box to be a main feature and for the bottle to be kept in there at all times as it is such a luxurious product.
After the collaboration was over, they sent us over some photos of what our product would look like in an actual store. they created an actual mock up of the packaging to see what it would be like. We were extremely pleased with what the graphic design students came up with, everything was exactly what we asked for and more. The sleek design of the packaging is definitely what we had in mind and I think it works fantastically for our brand.
Fig 22.
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advert inspiration W
e had to come up with an advert idea that worked with the modern, stylish feel of the packaging. From looking at inspiration on pinterest and came up with 2 potential ideas for our print adverts. The first was distortion of the face using objects or editing in postproduction. Fig 23.
We liked this idea, however we felt like it didnt’t really work for the brand image we were wanting to create. there was a fine line between the image looking very artistic to it looking quite scary, so we didn’t end up sticking with this idea.
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he second was photographing parts of the body that have no gender connotations. We went with this idea as we think for our brand idea; this concept will work a lot better at removing gender signifiers and showing our brand to be gender neutral. It was also , in our opinion a more interesting and artistic style of photograph and we thought it would work better at creating a statement when used as an advert.
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Fig 27.
the adverts W
e had a male and female model on the day of our shoot, which allowed us to get a variety of shots of various body parts. The areas we mainly wanted to photograph were the neck and collarbone, back of the neck and hands/wrists. We tried to take the photographs with very little sexual imagery in as possible and without being able to tell the gender of the model. After taking the photographs, we spent a lot of time in postproduction editing the images to the standard we wanted. To link to the artistic theme throughout our brand, we wanted our adverts to reflect that. We changed the contrast and brightness of the image quite a lot to give it a lot of shadow and help define the body features.
We also decided to keep the a stark white so that the and brand text and logo against it, to draw the attention and make it more
background photograph stood out consumer’s interesting.
Overall we were all very happy with how our adverts turned out, they are exactly what we imagined when looking at inspiration and we think they work very well alongside the brand image and message.
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We created a media diary to show what our typical consumer would do every weekday and on weekends. Social media is our key focus with our target audience as they are the kind of people who are constantly on social media, reading content and also creating their own content. The weekdays, although much busier for our consumer, they are still aware of the adverts being shown on our brands Facebook, Twitter, Instagram and other sites, which is what we want to achieve.
brand execution
O
ur main aim is to make sure that we are connecting with our target consumer at every opportunity, from when they wake up in the morning to getting into bed later in the evening. We want to try and market our product so that the audience will definitely see our adverts at some point in their day.
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6 MONTH PLAN WHERE IS IT GOING NEXT
june
• START UP ALL SOCIAL MEDIA CHANNELS AND OWN WEBSITE. • START POSTING TEASER CONTENT AND LEAD ON TO ACTUAL ADVERT RELEASE. • PUBLISHED ADVERTS IN CERTAIN MAGAZINES. • COUNTDOWN TO PRODUCT LAUNCH. • START TO GAIN A FANBASE EXCITED FOR OUR PRODUCT.
j u ly
• GRADUALLY RELEASE MORE CONTENT (POSTERS AND MORE MAGAZINES). • PRODUCT REVEALED. • PRE ORDER PRODUCT. • PRODUCT SENT OUT TO BLOGGERS TO BE REVIEWED.
Fig 33.
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A U G U S T SEPTEMBER • PRODUCT LAUNCH (ONLINE AND INSTORE). • PRODUCT SENT INTO STORES (SELFRIDGES AGENDER, ART GALLERIES ETC..). • HOPEFULLY RECIEVE GOOD FEEDBACK AND REVIEWS ON OUR PRODUCT. • ONLY AVAILABLE ON OUR WEBSITE FOR NOW.
• TRYING TO INCREASE AWARENESS OF OUR PRODCUT FURTHER BY CREATING NEW ADVERTS. • HOPEFULLY SALES INCREASE FROM OUR PRODUCT.
O C T O B E R NOVEMBER • PRODUCT SOLD IN BIGGER • ADVERTS PUBLISHED IN STORES E.G URBAN BIGGER MAGAZINES TO OUTFITTERS ETC.. FURTHER INCREASE OUR • PRODUCT EVENTUALLY CONSUMER BASE BEING SOLD WORLDWIDE • DONATIONS LAUNCHED (START WITH USA, CHINA WHICH MEANS MONEY CAN BE DONATED AND AUSTRALIA). TO LGBT CHARITIES ALONGSIDE PURCHASE OF PRODUCT.
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Fig 34.
COMMUNICATION TOOLS O HOW ARE WE GOING TO DO IT
ur website will be the main site for people to find out about our product. It will feature all our product information, about our brand and what it stands for, a page for our videos and adverts and also a link where you can buy our product, as I think to start off with, our product should only be sold on our own website. We need to think really strategically about where we put our print advertising. Because our brand is focussed more at a niche market..
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Fig 37.
it would be a waste of money and time to have our adverts featured in magazines like Elle and Vogue as they won’t be the right consumers for our brand. It would benefit us a lot more to have the adverts published in magazines like I.D. and DAZED as they will have more readers that are likely to be our targeting consumers. In the way of having our adverts featured on posters and billboards, we need to make sure they are placed in the right area to reach the right consumers. Places like the London underground and certain areas with a younger audience such as Colleges and Universities will be the best for getting our product out there.
Fig 35.
For video advertising, it’s very unlikely that having adverts put out on prime time TV or any other channels be beneficial at all. I think having our adverts featured primarily on social media, for example shown as an advert on other peoples YouTube videos, advertised on popular blogs and have sponsored posts on Facebook and Twitter. These methods would help us a lot more to influence our target consumers and also save us money by not wasting it on pointless advertising methods. should only be sold on our own website.
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Fig 38.
Because our brand is a very creative driven brand, instagram is going to be the best app for us to share our particularly creative media. From our adverts to short videos, it would be very easy for us to communicate what we want through sharing these images. Fig 39.
Twitter would be a fantastic tool for us to quickly and easily communicate with our consumer. Although the 140 character count can be quite limiting, it can also work as a benefit as we can send short snappy tweets and images that our customers can easily share by retweeting our own tweets.
Fig 40.
Facebook, although it being used less and less by people, is still a huge tool being used by brands to advertise and promote themselves. It’s a way we can easily share our videos and adverts and easily communicate with our consumers, as they will still be regualary checking facebook to see whats going on. Fig 41.
YouTube is where we would share all of our video media, like our behind the scenes videos and maybe short interviews with people associated with our brand. We can then share these videos onto other platfroms really easily, especially Facebook.
Fig 42.
Tumblr would be more of a tool for us to collate our inspiration for our brand and put out our own adverts and product images, but also be there for people to share and re-blog onto their own pages for their own use.
Fig 43.
Snapchat is relatively new in the way of social media, but it has recieved a new upgrade which created the ‘discover’ page where you can look through different news stories. This could be a good way for us to reach new potential consumers very easily.
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Fig 4.
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Overall I’m very happy with how our Fragrance ended up. We have very strong brand messages and what could hopefully be a very strong and supportive consumer base. I am especically pleased with how our end product and adverts look as it is exacltly what I had in mind for our brand I think both would make an impact to increase our product sales. Our group worked very well together, we always knew what needed to be done and could organise who was doing what in terms of presentations and creative process. I think our product is very interesting and something completely different and could definitely imagine it being sold in some stores.
SUMMARY 34)
illustrations Fig 1 : Boardom, M. T. J. (no date) Available at: http://morethanjustboardom.blogspot.co.uk/ (Accessed: 28 May 2015) Fig 2 : Magazine Barcodes | Buy Online from World Barcodes (no date) Available at: https:// worldbarcodes.com/magazine-barcodes/ (Accessed: 28 May 2015) Fig 3 : Team Photoshoot (2015) (Edited in Photoshop) Fig 4: Motivational Print (2014) Available at: https://www.pinterest.com/pin/441071357230232358/ (Accessed: 28 May 2015) (Edited in Photoshop) Fig 5 : Team Inspiration board (Edited in Afterlight) Fig 6 : PEST Diagram (Political, Economic, Social and Technological Factors) Created in Photoshop. Fig 7: Moodboard of Initial Ideas (Created in Photoshop) Fig 8 : SWOT Diagram (Strengths, Weaknesses, Opportunities, Threats) Created in Photoshop. Fig 9 : respectthenightowl: so this is erika linder, a... - Hello, Tailor (no date) Available at: http:// hellotailor.tumblr.com/post/75970326918/respectthenightowl-so-this-is-erika-linder-a (Accessed: 28 May 2015) Fig 10 : Girl, G. (2013) Androgynous Model Erika Linder Talks Dream Girl, Leo DiCaprio, And Marrying For A Green Card!. Available at: http://galoremag.com/of-the-moment-erika-linder/ (Accessed: 28 May 2015) Fig 11: Ruby Rose has been SENTENCED as an ‘Orange is the New Black’ inmate | Ke’Tara Marie on WordPress.com (2015) Available at: https://theketaramarie.wordpress.com/2015/01/07/ruby-rosehas-been-sentenced-as-an-orange-is-the-new-black-inmate/ (Accessed: 28 May 2015) Fig 12: Tom Ford Oud Wood (no date) Available at: http://blog.houseoffraser.co.uk/beauty/tom-fordoud-wood/ (Accessed: 28 May 2015) Fig 13: Advert of the perfume CK One by Calvin Klein (no date) Available at: http://www. parfumdepub.com/en/publicite-CK-One-2264.html (Accessed: 28 May 2015) Fig 14: Perceptual Map of fragrance competition (Created in Photoshop) Fig 15: Moodboard of Target Market - Created during Group Work on Photoshop Fig 16: Origin Logo created by Graphics students (Wong Ji, Wan Shan Tai, Brendan So, Mengyue Jia, Youyang Li, Wong Ching Ting)
Fig 17: File:Yin yang.svg (no date) Available at: http://commons.wikimedia.org/wiki/File:Yin_yang. svg (Accessed: 28 May 2015) Fig 18 & 19: Origin Packaging, Exterior and Interior (Created by Graphics Students - Wong Ji, Wan Shan Tai, Brendan So, Mengyue Jia, Youyang Li, Wong Ching Ting) Fig 20 & 21: Packaging Photographed in store environment (Taken by Wong Ji) (Edited in Photoshop to Greyscale) Fig 22: Bottle Design by Graphics Students (Wong Ji, Wan Shan Tai, Brendan So, Mengyue Jia, Youyang Li, Wong Ching Ting) Fig 23: ZER0 — billykidd: Heather Huey was shot by Billy Kidd. (no date) Available at: http:// zeroing.tumblr.com/post/45748370842/billykidd-heather-huey-was-shot-by-billy-kidd (Accessed: 28 May 2015) Fig 24: Stone.Paper.Feather (no date) Available at: http://stonepaperfeather.tumblr.com/ post/36018462490 (Accessed: 28 May 2015) Fig 25: Hands - by Josh Wool (no date) Available at: http://joshwool.tumblr.com/post/44504341723/ hands-by-josh-wool (Accessed: 28 May 2015) Fig 26: My neck (no date) Available at: https://www.flickr.com/photos/rekanyari/347139342/ (Accessed: 28 May 2015)(Edited on Photoshop to Greyscale) Fig 27, 28, 29, 30: Team Photoshoot 2015 (Edited in Photoshop) Fig 31 & 32: Weekday and Weekend media diary (Team Project created by Alice Harrison) (Created in Photoshop) Fig 33: Timeline of Months (Created in Photoshop) Fig 34: Desk Template PSD (17 Feb 2014) Available at: http://graphicburger.com/desk-templatepsd/ (Accessed: 28 May 2015) Screenshot of Origin website (http://elliebarkerxo.wix.com/ originfragrance) put onto screen. Fig 35: 10 Urban Poster/Billboard MockUps (22 May 2015) Available at: http://graphicburger. com/10-urban-posterbillboard-mockups/ (Accessed: 28 May 2015) Team Project Advert inserted into Billboard. Fig 36: Macbook Pro Photo MockUp (18 Jan 2015) Available at: http://graphicburger.com/macbookpro-photo-mockup/ (Accessed: 28 May 2015) Origin Youtube Channel screenshot inserted into screen. Fig 37: 5 iPhone 6 Photo MockUps (2 April 2015) Available at: http://graphicburger.com/5-iphone-6photo-mockups/ (Accessed: 28 May 2015) Origin Instagram inserted into phone screen.
Fig 38: Pix For > Instagram Black Png (no date) Available at: http://pixgood.com/instagram-blackpng.html (Accessed: 28 May 2015) Fig 39: Logos For > Pinterest Logo Black And White Circle (no date) Available at: http://logo-kid.com/ pinterest-logo-black-and-white-circle.htm (Accessed: 28 May 2015) Fig 40: Black And White Twitter Circle Icon | galleryhip.com - The Hippest Galleries! (no date) Available at: http://galleryhip.com/black-and-white-twitter-circle-icon.html (Accessed: 28 May 2015) Fig 41: YouTube icon (no date) Available at: http://www.nimblebit.com/#1 (Accessed: 28 May 2015) Fig 42: Gallery For > Tumblr Icon Circle (no date) Available at: http://imgarcade.com/1/tumblr-iconcircle/ (Accessed: 28 May 2015) Fig 43: Pics For > Snapchat Logo Vector Black (no date) Available at: http://pixshark.com/snapchatlogo-vector-black.htm (Accessed: 28 May 2015) Fig 44: Screenshot of end of Origin video (Links to Origins social media)
List of REFERENCES Curtis, P. (2011) Pink v blue - are children born with gender preferences?. Available at: http://www. theguardian.com/politics/reality-check-with-polly-curtis/2011/dec/13/women-children (Accessed: 21 May 2015) Dahl, D. W., Sengupta, J. and Vohs, K. D. (2009) ‘Sex in Advertising: Gender Differences and the Role of Relationship Commitment’, Journal of Consumer Research, 36(2), pp. 215–231. doi: 10.1086/597158 Generations X,Y, Z and the Others...Social Librarian Newsletter - WJ Schroer Company (no date) Available at: http://www.socialmarketing.org/newsletter/features/generation3.htm (Accessed: 27 May 2015) Hoff, V. D., Filipovic, J., ELLE, Schott, J. and Friedman, M. (no date) The Best Unisex Fragrances - Perfumes and Colognes to Borrow from the Boys. Available at: http://www.elle.com/beauty/ makeup-skin-care/tips/g8767/best-unisex-fragrances/?slide=6 (Accessed: 12 May 2015) Perfume Ad Campaigns on WordPress.com (2007) Available at: https://lgergen.wordpress.com/ (Accessed: 10 May 2015) Posner, H. (2011) Marketing fashion. London: Laurence King Pub.
bibliography books Posner, H. (2011) Marketing fashion. London: Laurence King Pub.
articles Curtis, P. (2011) Pink v blue - are children born with gender preferences?. Available at: http://www. theguardian.com/politics/reality-check-with-polly-curtis/2011/dec/13/women-children (Accessed: 21 May 2015) Dahl, D. W., Sengupta, J. and Vohs, K. D. (2009) ‘Sex in Advertising: Gender Differences and the Role of Relationship Commitment’, Journal of Consumer Research, 36(2), pp. 215–231. doi: 10.1086/597158 Generations X,Y, Z and the Others...Social Librarian Newsletter - WJ Schroer Company (no date) Available at: http://www.socialmarketing.org/newsletter/features/generation3.htm (Accessed: 27 May 2015) Hoff, V. D., Filipovic, J., ELLE, Schott, J. and Friedman, M. (no date) The Best Unisex Fragrances Perfumes and Colognes to Borrow from the Boys. Available at: http://www.elle.com/beauty/makeupskin-care/tips/g8767/best-unisex-fragrances/?slide=6 (Accessed: 12 May 2015) Perfume Ad Campaigns on WordPress.com (2007) Available at: https://lgergen.wordpress.com/ (Accessed: 10 May 2015)
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