Whitley miller, anya kanwal, erin hushon, chu hon man, Georgina smith.
The market Â
The history of perfume The history of fragrance is as old as mankind itself Scent is intangible: It can touch us, move us, and inspire our very being Ancient Egyptians associated perfume with immortality Demand for Perfume outweighed the demand for leather products from Grasse Civet paste was the ‘must have’ for any fashionable gentleman
Trends through the 1920’s
Trends through the 1930’s
Trends through the 1940’s
Trends through the 1950’s
Recent trends
About the market Fine fragrance accounts for 89% of sales. According to new research from Mintel on the perfume and fragrance market in China, perceptions are changing and the men’s fragrance market is increasing, showing 20% growth from 2008 to 2011.
WHATS ON THE MARKET RIGHT NOW Luxury
Mainstr eam
Niche
Value
Future growth From this
To this
THE CONSUMER
LONDON RESEARCH
per
Perfume is an art itself. Niche is free to experiment. You don’t wear the same clothes everyday, you’re not in the same mood everyday so why use the same perfume? There is a story behind each perfume.
Concept development
CONCEPT DEVELOPMENT
SCENTS FOR EVENTS NICHE
BATH BOMBS
MAKEUP
INITIAL IDEAS jewellery
HOMEWARE
PERSONAL
INITIAL SURVEYS
Survey results 80% of people do not know of any niche perfumery brands, most have only heard of mainstream brands and also prefer the well known brands (due to advertising, popularity and status). However, niche brands are slowly becoming more popular and many have heard of brands such as Creed – which is now sold in Selfridges. 40% of people would be willing to spend £20-£30 on a niche fragrance, and 30% would spend more. 70% of people would consider niche perfumery and would be interested in learning the story behind the fragrances.
Initial concept
Want a scent that suits your skin? If you have sensitive skin, avoid products containing: • Antibacterial or deodorant ingredients • Alcohol • Retinoids or alpha-hydroxy acids • Dry skin is a very common skin condition characterized by a lack of the appropriate amount of water in the most superficial layer of the skin • Oily skin usually means you have over active oil glands. You need products that will break down the surface oil and balance the skin.
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2
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normal
1a
2a
3a
dry
1b
2b
3b
Combination 1c
2c
3c
sensitive 1d
2d
3d
oily
2e
3e
1e
WHAT WENT WRONG
Karen has been a part of the fragrance industry for a long time and is educated in all areas of the market from cosmetic science, aromatherapy and she has even worked in her retail business for 6 years solidly. She has written 2 books and has launched an online perfumery course as well as teaching lots of 1, 2 and 5 day classes in practical perfumery. After sharing our concept with Karen, she told us that our idea to make a perfume that catered to people with sensitive skin in term of the ingredients we chose to include was an impossible task. she explained that every ingredient in perfume, whether it be the alcohol, the
disheartened by this as we felt that these examples already existed in the fragrance market and were not innovative enough. She also told us that our concept of 'sensitive skin' was not actually a concept, but a benefit, and suggested we change it to 'freedom' as we had explained that we wanted to give people with sensitive skin the freedom to buy into the luxury of perfume without their skin reacting to it. After taking this advice we made a last minute decision to change our concept all together and created a series of scents that told the story of embarking on a journey from entrapment to freedom. We did this in order to create a perfume that reflected our idea on the day Karen gave us a workshop on how to make our juice. We were happy with the scent that we ended up with as it was very fresh and clean and represented our interpretation of 'freedom'. However after conversing with our team mates, we realised we didn’t have enough
Dry skin Aromatic oils have been used as perfumes and skin conditioners for over 4,000 years. Most perfumes have an assortment of oils and other elements to create a specific scent. Several oils may be used on dry skin and they will not cause skin reactions, but skin tests should always be performed on a patch of skin.
Candice Swanepoel Model Skincare Advice: “My skin is sensitive and dry so I use mostly natural products. Less is more in my opinion. I use coconut oil for body and
Perfume oils Perfume oils are concentrated and should be used in diluted forms. Carrier oils can be mixed with perfume oils to reduce Â
Essential oils Â
Essential oils are generally derived from natural plant materials. Basil, eucalyptus and chamomile are popular choices.
Fragrant oils
Fragrant oils are used as the basis of perfumes. These oils can cause reactions, but if used with carrier oils may be harmless. Fragrant oils are
Sunshine oils Lavender, musk, honeysuckle and vanilla are popular sunshine oils. Since they are derived from natural matter, the affect on the skin is often minimal. Sunshine oils are often used in the purest form since they are also fragrant. Mineral and olive oils are natural sources for body oils. Both have been used for thousands of years to condition the skin.
BODY OILS
Why moisturiser? Your skin type is an important factor for fragrance because moisture and acidity levels will affect the duration of the fragrance and how the fragrance will react. Fragrance lasts the longest when its layered, so the best thing you can do is pair your fragrance with its matching body wash or body lotion to ensure its longevity. If you have naturally oily skin, you’re in luck People with dry skin usually find their fragrance holding time shorter than those with oily skin because oily skin has more natural moisture to hold in the fragrance. PH levels this is the amount of
Our brand
OUR CONCEPT Our concept is aimed at people with dry skin, as sometimes they may have difficulty wearing perfumes which does not dry out their skin. It is to benefit individuals with dry skin using a two step process, first of it’s a moisturizer to hydrate the skin so that the fragrance lasts longer on their body. Our concept is based around moisture and using water based products being neutral and pure, but also with an element of luxury. We have decided to create a mildly scented moisturising lotion (which will hydrate the dry skin) and a perfume of the same scent in a luxury gift box. There will be four different scents for the brand, as not everyone is attracted
This will be added to concept slide before
Brand essence
Brand promise
To create longevity of scent on your skin.
values Value- We offer the best ingredients that will benefit the longevity of scent on your skin type, fore very reasonable prices. Trust- we always keep our brand promise and therefore create loyalty with our customers. Innovation- we are breaking the mould at the consisting market Passion- we gave a great passion for the product we provide for
Design equation Niche Gender neutral Perfume Relationship with skin type Moisturiser Black, white & Gold
personality Natural Honest Pure Minimal Luxury
Brand truth A niche fragrance brand producing products that benefit you skin type as well as overall scent.
Attributes/benefits We offer 4 different scents, creating a wider variety of choices. Our product benefits the longevity of scent on different skin types.
PRICE
50ml = £85 75ml = £100 100ml = £120 Once we have gained brand equity and customer loyalty we will start including discounts and special offers possibly on older collecDons or around holidays such as Christmas, valenDnes, etc.E
PRODUCT
A dual set including a mildly scented water based moisturiser that feels invisible on the skin, hydraDng it, and a same scented perfume to apply on top. When combined the product is designed to improve the longevity of scent on dry skin without having to constantly reapply the fragrance throughout the day.
PEOPLE
Our product is gender neutral and is targeted at individuals between the ages of 22 to 25. Example: someone who is single, has an interest in either perfumery / skin care / or just regards taking care of yourself highly.
The 5 p’s
PROMOTION Perfume criDcs and bloggers. Free sample give-‐aways. Customised and unique bloKers for customers to take home and keep. Instagram Account Snapchat Account
PLACE
Bloom Perfumery Avery Perfumes Liberty of London Selfridges Harrods Brand Website Future own store
Our Consumer
Where we want to be in the market This is where we want to be in the market.
Luxury
Niche
Mainstream
Value
BRAND IDENTITY & PACKAGING The brand is designed to be a niche brand which is quite high end as the packaging is to be quite fancy, but will still be affordable. The brand and packaging will be white, black and gold. The connotations of the colours white and black represent the constant war between you and your skin, and the gold represents purity and speaks out to the consumers that the brand is natural.
These are some packaging design ideas from our Pinterest which we gave to the product designers: Â
PRODUCT DESIGN
Promotion Development
Story board
Focus group feedback ‘This product is great for people with dry skin who can’t wear Perfume. You have chosen a really individual gap in the market!’ ‘New and Innovative’ ‘Targets a specific need’ ‘Having suffered from dry skin, I know how difficult it is to wear perfume or aftershave’ ‘It looks luxurious, especially in the box’ ‘It looks high end and suitable for the target audience’
Our Advert
https://www.youtube.com/watch?v=0A2bfaZLMes&feature=youtu.be
Thank You