Perfume Report
Faaria Khan // N0567783 Fashion Communication & Promotion
Contents 1-2
Contents & Intro
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Health: Concept & Competition
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Health: Consumer & Visual Language
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Karﾅ行hi: Concept & Competition
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Karﾅ行hi: Consumer & Visual Language
11-12 Fresh: Concept & Competition 13-14 Fresh: Consumer & Visual Language 15-16 Final Selection & Recommendation 1
Intro This report will be an investigation into three ideas that could possibly penetrate gaps in the market and offer consumers something totally new. I will be testing each idea to see if it will fill all of the market requirements and to be able to predict whether it has the potential to succeed in the fragrance and beauty sector. A theme that will run throughout is the idea of minimalism and the fact that it has become an increasingly popular style and way of life.
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Health Minimalism
It has recently become stylish to live a healthy, minimalistic lifestyle with athletic wear becoming a popular wardrobe staple and superfoods such as kale taking over the food sector. In a 2015 study done by USA Today of over 30,000 consumers across 60 nations, it was revealed that young consumers are more concerned about healthy eating compared to previous generations (Watson, 2015). Our product would promote a fresh gender fluid, artisan feel, setting itself apart from typical floral fragrances that are on the market. As more people are starting to subscribe to clean, healthy living it is important to cater for this in the fragrance sector.
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Potential competition would be brands such as Kiehl’s and Lush as they promote a brand philosophy of using natural ingredients. Other competitors would be artisans selling their fragrances on websites such as Etsy by artisans. However, the product would differ from others as it would aim to be free from irritants, not tested on animals, and vegan. The packaging would be minimalistic, catering for the style conscious, yet also aim to be eco friendly, further ensuring the product’s reliability. The fragrance would be placed slightly higher up in the market, perhaps being sold in niche, artisan perfumery shops such as Bloom Perfumery in London. Potential customers would be people that are interested in purchasing a product that is ethically conscious, people that subscribe to the healthy minimalist lifestyle or those that look for new niche/ artisan fragrances. The product would be promoted through fashion, beauty and lifestyle publications that cater to both sexes.
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Health Minimalism Consumer Profile & Visual Language
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(Health Minimalism, 2016, Own Work)
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“
The new minimalism suggests a way out of domestic asphyxiation.
(Jeffries, 2011)
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”
fig. 5
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Karōshi
過労死 Karōshi is a Japanese sociomedical term meaning ‘death by overwork’. In 1978 there were 17 reported deaths due to Karōshi in Japan (International Labour Organization, 2013). Stress is now the single biggest cause of sickness in the UK, affecting one in five of the working population (Health and Safety Executive n.d., cited in The Stress Management Society, n.d.) From these insights, Karōshi would be a product aimed at calming those that suffer from stress, anxiety, depression, panic attacks, etc. It would come in the form of a room diffuser, pillow mist or a fragranced balm to rub on pressure points.
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Potential rivals in the sector would be Muji and their essential oil room diffusers. Other rivals may be mass market scented candles, incense and reed diffusers. Bach’s Rescue Remedy would be another major competitor as that already offers a similar service. However, Karōshi would differ from these products because of the tone of voice and the unusual look and name of the product. It would be a middle market product, sold online and in home/beauty stores. Due to workplace stress affecting so many nowadays, Karōshi could be marketed at those with demanding careers via business/lifestyle publications, televised adverts, billboards, and perhaps via underground station posters as these are all channels that our target market would frequently utilise.
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Muji Diffuser
Karﾅ行hi Consumer Profile & Visual Language
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(Karﾅ行hi, 2016, Own Work)
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Fresh
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Life in the 21st century is more demanding than ever and multi tasking is something that the modern woman is more than accustomed to. An example of this is the fact that nowadays a third of Britain’s working mothers are the main earners in their family (Inman, 2015). As we live busier lives, people are constantly looking for something that will make their daily routine faster; from this an idea came about for a 3 in 1 shower gel and body moisturiser that will release a scent that evolves as the day goes on.
What would set the product apart from its competitors would be that it offers a perfume that subtly changes as the day goes on as most multi-purpose shower gels don’t offer an actual fragrance that stays with you throughout the day.
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Brands such as Vaseline, Soap & Glory, Nivea, and Dove all offer nurturing products aimed at quick and easy self care, however, these are not specifically aimed at a type of woman that may have no time such as a new mother. Aiming it at the mass market, the product would be sold in most high street beauty stores such as Boots and Superdrug and would aim to be under £15 with packaging that doesn’t alienate or intimidate possible consumers. The channels through which it would be possible to communicate to the target consumer would be via television, women’s magazines and possibly through Youtube adverts.
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Fresh Consumer Profile & Visual Language
fig. 11-12
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(Fresh, 2016, Own Work)
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Final Recommendation
After conducting further market research into each of our potential product ideas I feel as though the product I am most engaged with is the idea of creating something that will soothe nerves and calm anxiety as it is such a big problem nowadays. I like the name ‘Kurōshi’ as I feel it has a meaning relating to the aim of the product and would be excited to see the direction the aesthetics would go in. In my opinion, there is nothing quite like ‘Kurōshi’ on the market at this time and I think that with the current health surge and the fact that the product would be aimed at a very specific target market, it could be a very successful product used by many. I definitely think that it would be something I would consider investing money in from a consumer’s point of view and I have realised that that is one of the most important things when selling a product, you need to feel like you yourself want to buy it.
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References
Inman, P. (2015) One third of British working mothers are main breadwinners. Available at: http://www.theguardian.com/lifeandstyle/2015/ oct/20/working-mothers-britain-breadwinner-statistics-income (Accessed: 4 March 2016). International Labour Organization (2013) Case study: Karoshi: Death from overwork. Available at: http://www.ilo.org/safework/info/ publications/WCMS_211571/lang--en/index.htm (Accessed: 9 March 2016). Jeffries, S. (2011) Less is more: The age of minimalism. Available at: http://www.theguardian.com/lifeandstyle/2011/feb/11/less-is-more-ageof-minimalism (Accessed: 14 March 2016). The Stress Management Society (no date) Stress in the workplace. Available at: http://www.stress.org.uk/Stress-at-work.aspx (Accessed: 4 March 2016). Watson, E.D. (2015) Younger consumers are trending toward more health-conscious eating. Available at: http://www.huffingtonpost.com/ elwood-d-watson/younger-consumers-are-tre_b_6632166.html (Accessed: 12 March 2016).
Images Andrew Gallo, (2012), Iceland [ONLINE]. Available at: http://cargocollective.com/andrewgallo/filter/photo/Iceland [Accessed 21 March 16]. (fig. 9) Anonymous, (2012), Own Photography [ONLINE]. Available at: http://polaroiddaydreams.tumblr.com/post/15366915040 [Accessed 17 March 16]. (fig. 11) Bárbara Alves, (2015), e.g.293 [ONLINE]. Available at: https://www.instagram.com/p/BCVbpvTPcip/ [Accessed 18 March 16]. (fig. 10) Desmond Leung, (2013), 66° 33’ N 45° 00’ E [ONLINE]. Available at: http://www.saatchiart.com/art-collection/Painting-PhotographyCollage/Neutral-Abstracts/153961/69520/view [Accessed 20 March 16]. (fig. 2) Diarte, (2016), S/S15 [ONLINE]. Available at: http://diarte.net/ss15/44mwwt7nst0z5rtph1gdtrl45c5347 [Accessed 17 March 16]. (fig. 3) Dorothée Murail, (2013), Free Dive [ONLINE]. Available at: http://thefashionisto.com/artyom-shabalov-by-dorothee-murail-forfashionisto-exclusive/ [Accessed 20 March 16]. (fig. 7) Ester Grass, (2013), No Title [ONLINE]. Available at: http://estergrass.com [Accessed 22 March 16]. (Front Cover Image) Jack Clark, (2015), no title [ONLINE]. Available at: http://www.jack-clark.com/portfolio/csmcollections1granary [Accessed 16 March 16]. (fig. 1) Joyce Croonen, (2016), Trying To Buy Less [ONLINE]. Available at: http://www.mydubio.com/trying-to-buy-less-but-these-buys-wereunavoidable/ [Accessed 21 March 16]. (Contents Image) Kiehl's, (2014), No Title [ONLINE]. Available at: http://www.kiehls.co.uk/body/category/fragrance/nashi-blossom-and-pink-grapefruitfragrance/3605970316013.html?cgid=body-fragrance#start=1&cgid=body-fragrance [Accessed 17 March 16]. (fig. 4) Lena C. Emery, (No Date), 24/24 [ONLINE]. Available at: http://www.lenaemery.com [Accessed 21 March 16]. (fig. 13) MissBean, (2014), 'Nun' Sketcharound SS14 [ONLINE]. Available at: http://thro-sketcharound.com/collection/sketcharound-ss14collection-nun-lookbook/ [Accessed 16 March 16]. (fig. 6) Muji, (2015), No Title [ONLINE]. Available at: https://www.momastore.org/museum/moma/ProductDisplay_MUJI-Aroma-Diffus er_10451_10001_227966_-1_26663_26712 [Accessed 16 March 16]. (fig. 8) Nivea, (2014), No Title [ONLINE]. Available at: http://www.beautycouture.ie/articles/main_story/beauty_box/coco_butter_and_honey_ delight [Accessed 20 March 16]. (fig. 12) Rachel Chandler, (2014), So and So reclining [ONLINE]. Available at: https://models.com/work/ssaw-magazine-finland-so-and-soreclining/322186 [Accessed 19 March 16]. (fig. 5) Steven Yatsko, (2014), Giles & Brother SS14 [ONLINE]. Available at: http://grandpastyle.com/JEWELERS-GILES-BROTHER [Accessed 21 March 16]. (fig. 14) Word Count: 1025
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Faaria Khan N0567783 Fashion Communication & Promotion Nottingham Trent University
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