Scent Brand Project

S c e n t B r a n d P r o j e c t

•Gillian Bourke •N0704633 •Fashion Communication & Promotion •FASH10106 Creative Networks •Task 2 Ideas & Creative Concept Exploration

Fig. 2 Tree Trunks

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Contents

change your way 4 sense yourself 12 beauty & the geek 20 recommendation 28

Change your way Concept 1

Fig. 3 Pink Water

My first insight is linked with the Climate Change/Challenge macro trend. Climate Change is something that is taking over our generation, things change everyday but absolutely no one seems to be doing anything about it. However my product isn’t going to solve the whole issue, no way, I wish! Organic, Earthy, Fresh & Clean are the main aspects which we don’t seem to be appreciating. We are about to experience massive changes in our weather systems, especially soaring temperatures. So i have decided to create a multi purpose organic spray, for both personal use to freshen up & also for domestic use. release bursts of energy where ever sprayed.

Full of organic aqua freshness. All compacted into prestigious packaging.

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COMPETITION

HIGH END

GENERIC

SPECIALIST

X

Fig. 4 Moss

LOWER END

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COMPETITION

Fig. 5 White breeze

I can’t actually pick out direct competition, I just feel that it will be hard to launch the product initially. Lucy watson, former Made in Chelsea star has recently launched her own brand, Basic Bitch, - “So a few years ago I started working with PETA, which is an animal charity, and I found out from them that a lot of cosmetic companies test on animals worldwide and it really bothered me because it’s a really cruel side to the industry.” Her brand is all about eliminating animal testing.

‘Well + Good’ has a column for 18 of the best all natural perfumes with all different price ranges.

My product will be right bang smack in the middle maybe about £50 with proceeds from every purchase going to a foundation to help climate change, perhaps the Rockefeller or the Clinton foundation. My product is different because it’s a multi-purpose spray. I would like my brand to be a little more niche & having it exclusive to Urban Outfitters. I love the ranges which Urban Outfitters hold, there’s always something quirky, cute & different. Last summer Urban Outfitters even released a new eco friendly line. So why not add the newest addition for summer 2017.

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Fig. 11 Glowing

Fig. 13 Tree hugger

Fig. 12 Suitcase magazine

Fig. 9 Meditation

Fig. 10 Strings attached

Fig. 6 Moss girl

Fig. 7 Native Indian

Fig. 8 Nature lover

CONSUMER PROFILE

Fig. 14 meditation poster

THE HOPELESS WANDERER

As natural as natural can be. A true human that understands & knows what’s going on in our world. An earthy and a full time leader of honesty & purity.

Lover of art, meditation & lover of green tea. Lover of all things vegan & travelling.

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HOW WILL WE COMMUNICATE?

Fig. 15 blurred hands

Using a subtle clean way to communicate. Definitely no use of flyers, perhaps adverts in magazines such as Suitcase which is a travel & fashion magazine with all things cultural. Very clean & eco friendly. Independent magazines such as the Left Lion, which is available in the likes of Urban Outfitters & Rough Trade, here in Nottingham.

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Fig. 16 Cut open rock

CHANGE YOUR WAY FF RR EE SS HH

O R G Fig. 17 Own moodboard

A N I

C 10

advertisement

THIS NEEDS TO CHANGE

SO.

CHANGE YOUR WAY

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Fig. 18 Own advert

Sense Yourself Concept 2

Fig. 19 Hands sensing

My second insight is linked with the Controversial Commerce macro trend. This trend is all about technology & senses. My idea for this concept is to have a sensor structure, which sprays perfume at you when you activate the sensor. We’re living in a world full of new technology & in the past three years contactless payments are something that are becoming bigger & bigger.

I read in an article that somewhere in the world you can now order a dominos by just sending the pizza emoji. So here I am to introduce a sensored perfume dispenser.

The product would be on view on the shop counters, because let’s face it, it is a lot of effort to pick up the tiny delicate bottles & spray, & definitely by introducing this dispenser it’s far more hygienic too.

The idea of this product is more so to collaborate with an existing brand. I have this image of collaborating with Thierry Mugler, as that brand comes across being very futuristic. And this product is all about the future.

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COMPETITION NICHE

X WEAK

STRONG

Fig. 20 Peeping

COMMON

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Fig. 21 White paint

competition It is very hard to actually pick out competition for this product because it’s not actually something that has been seen in this form before. I feel like it would be hard to actually launch in the first place. The likes of the censored towel dispensers in public toilets & the very new contactless beer tap, but i feel like this is a new concept and even something that could eventually be brought into households in times to come.

The only other thing in everyday life which i can think is actually similar to this idea would be air fresheners in public places. This definitely isn’t something that would be seen everyday, but definitely is something that has to happen. The future is all about making things easier & cleaner. I could definitely see this product on sale in John Lewis or Fortnum & Mason. Somewhere that has a glitzy floor dedicated to beauty.

Considering the structure would be made from stainless steel, its price range would start at ÂŁ800.

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Fig. 27 John Lewis

Fig. 24 Audi

Fig. 26 Library

Fig. 22 Business man

Fig. 23 Futuristic building

consumer profile

Fig. 25 Economist logo

the over indulger

A business person earning a high salary, & is willing to invest in something to make their brand different & more prestigious to everyone else. Into social networking websites such as LinkIn

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HOW WILL WE COMMUICATE?

Fig. 28 Hand in fog

Being specifically aimed at more mature client, with a high salary. An all out there social media approach, using websites such as LinkIn. And using news papers like the Economist

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Fig. 29 Sliced rock

sense yourself

sense yourself

Fig. 30 Own moodboard

f r e s h

f u t u r e

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advertisement

CONTROL WHAT YOU TOUCH

AND

SENSE YOURSELF

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Fig. 31 Own advertisement

Beauty

& The Geek CONCEPT 3 My third & final idea is linked with one of the top

Fig. 32 Concept 3 cover

trends for 2017 which is dewy skin. “Light and glowing skin can help anyone achieve a more youthful look. It makes the skin appear moist and supple. Unfortunately, this isn’t the easiest thing to achieve naturally.” Which is why i’m here. I want to create a product which can be mixed with your current makeup routine. But at the same time hydrate & distress the skin & mind. The dewy look is a must this season, but not everyone is going to chip in & buy the latest Armani or Chanel foundations to complete this look, especially not me or any other students. So I have decided to create a product which can be sprayed onto your brush while applying makeup, so the dewy look can be created no matter what brand of foundation you use. The idea is, that you still get the same coverage with your foundation, from my research the actual brands like Armani just give the look & not the coverage.

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COMPETITION NICHE

x

AFFORDABLE

EXPENSIVE

Fig. 33 White paper rolls

COMMON

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COMPETITION

Fig. 34 White ovals

From reading quite a few trend reports on this trend, I can pick out quite a few brands which may cause me difficulty with competing. Brands such as De Mamiel & Tatcha which both have there own dewy skin mists, however my product is very different as it’s mixed in with your makeup routine, as the other brands are just a given spray to create the look without makeup involved. De Mamiels product is very similar to mine except for the fact I am that little more different. From reading Vogues 2017 skincare update, brands have released all sorts of brightness serum, it’s definitely looking like skin is the ‘in’ thing this year.

Also i’ve never actually seen any of the products that i’ve researched, I think it would be very well suited in the likes of Topshop. Retailed at just £35. Having the product in a well known shop would definitely give me a head start before the other brands.

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Fig. 37 Shopping mall

Fig. 36 Sephora

Fig. 35 Makeup station

consumer profile

Fig. 38 Beauty blogger

A beauty go getter, watches Makeup tutorials on Youtube in their spare time. Up for any sort of a bargain.

Whenever payday arises there straight onto Sephora to get the latest bits.

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Fig. 39 Pink silk

THE YOUTUBER

HOW WILL WE COMMUNICATE?

Fig. 40 Gold hand

Specifically aimed at university students, I would definitely use the likes of Unidays to advertise my brand, along with a special preview before the launch in Vogue. Celebrity endorsements also.

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Fig. 41 Pink healing rock

BEAUTY & THE GEEK GLOWING

BORN THIS WAY

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Fig. 42 Own moodboard

advertisement

UNLEASH & SHOW YOUR N A T U R A L G L O W

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Fig. 43 Own advert

Recommendation

Fig. 44 Clear white water

I feel that the insight with the most strength & meaning in current times has to be insight number 1, Change Your Way. Which is linked with the Climate Change macro trend & is very topical in recent times.

In the future I will definitely develop a lot into this idea & research more into who exactly my target market is, & what exactly my ingredients are to make this solution better for our environment.

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Fig. 2 Tree trunks

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2017. Spell & the Gypsy Collective – Page 3 – Women’s online Fashion, boho clothing and accessories channelling our inner gypsy spirits – adornment of leather, feathers & turquoise..

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Fig. 15 VH. 2017. VH. [ONLINE] Available at: http://verahs.tumblr.com/post/74706408477.

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Fig. 17 Own moodboard Fig. 18 Own advertisement Fig. 19 midnight rain. 2017. midnight rain. [ONLINE] Available at: http://magic-spelldust. tumblr.com/post/135343265402/bare-hands-by-elizabeth-lies. [Accessed 27 March 2017].

Fig. 20 the hommebody. 2017. the hommebody - brianpowers: Silence. [ONLINE] Available at: http://thehommebody.tumblr.com/post/79397731876/brianpowers-silence. [Accessed 27 March 2017] Fig. 21 the hommebody. 2017. the hommebody - brianpowers: Silence. [ONLINE] Available at: http://thehommebody.tumblr.com/post/79397731876/brianpowers-silence. [Accessed 27 March 2017].

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Fig. 24 Broke Girl, Expensive Taste. 2017. Broke Girl, Expensive Taste. [ONLINE] Available at: http://brokegirl-expensivetaste.tumblr.com/. [Accessed 27 March 2017].

Fig. 25 File:TheEconomistLogo.svg - Wikimedia Commons. 2017. File:TheEconomistLogo. svg - Wikimedia Commons. [ONLINE] Available at: https://commons.wikimedia.org/wiki/ File:TheEconomistLogo.svg. [Accessed 27 March 2017].

Fig. 26 Andrew Solomon,Douglas Friedman. 2017. Robert Couturier Revitalizes Andrew Solomon’s New York City Townhouse Photos | Architectural Digest. [ONLINE] Available at: http://www.architecturaldigest.com/gallery/robert-couturier-andrew-solomon-new-york-citytownhouse?crlt.pid=camp.xjqPPYeP3Wxn#1. [Accessed 27 March 2017].

Fig. 27 John Lewis offers free wi-fi to all UK customers. 2017. » John Lewis offers free wi-fi to all UK customers. [ONLINE] Available at: http://mixingdigital.co.uk/john-lewis-offers-free-wifi-to-all-uk-customers/. [Accessed 27 March 2017].

Fig. 28 Pinterest. 2017. Photoshoot Inspiration // Everyday, Anywhere Style Photography // I want my photoshoot to look very ‘home grown’, along the likes of Tumblr images,… | Pinteres…. [ONLINE] Available at: https://uk.pinterest.com/pin/32862272262528220/.

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Fig. 29 Pinterest. 2017. pretty agate | Fragrance | Pinterest | Agates. [ONLINE] Available at: https://uk.pinterest.com/pin/32862272262574474/. [Accessed 27 March 2017].

Fig. 30 Own moodboard Fig. 31 Own advertisment Fig. 32 Designspiration. 2017. Breathing Underwater :: this isn’t happiness™ in Photography.

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Fig. 33 MARIT ROLAND. 2017. ON NOW: IGLESIA DE LAS FRANCESAS VALLADOLID (ES) Mach-April 2017 – MARIT ROLAND. [ONLINE] Available at: https://maritroland.wordpress. com/paper-drawings/. [Accessed 27 March 2017].

Fig. 34 Spiral Set Three 2011 also on show, see below. - Jaq Belcher - White Line Studios | 2017.

Spiral Set Three 2011 also on show, see below. - Jaq Belcher - White Line Studios | [ONLINE] Available at:

Fig. 35 The Decorista. 2017. Weekend decorating idea: set up your self love station — The Decorista. [ONLINE] Available at: http://www.thedecorista.com/blog/2017/2/10/weekenddecorating-idea-set-up-your-self-love-station. [Accessed 27 March 2017].

Fig. 36 Elle. 2017. Sephora is coming to Australia in 2015 : Elle . [ONLINE] Available at: http://www.elle.com.au/news/beauty-news/2014/4/sephora-is-coming-to-australia-in-2015/.

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Fig. 37 YouTube. 2017. Ambience - Mall / Shopping Centre - YouTube. [ONLINE] Available at: https://www.youtube.com/watch?v=aMZx2C8YDsU. [Accessed 27 March 2017].

Fig. 38 Mail Online. 2017. YouTube makeup tutorial videos vloggers reach 700m hits a month mark | Daily Mail Online. [ONLINE] Available at: http://www.dailymail.co.uk/femail/ article-2583445/Meet-vloggers-making-millions-makeup-tutorials-Beauty-videos-reach-700million-hits-month-mark.html. [Accessed 27 March 2017].

Fig. 39 Mother Mantis. 2017. Mother Mantis — Shop & subscribe to organic and all natural....

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Fig. 40 Pinterest. 2017. nothing like the rain when you’re in outer space ̖́- | Fragrance | Pinterest | Ash, Glitter and The burning. [ONLINE] Available at: https://uk.pinterest.com/ pin/32862272262591383/. [Accessed 27 March 2017].

Fig. 41 Pinterest. 2017. Wish I own this | Fragrance | Pinterest | Nature, Amethysts and Wells.

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Fig. 42 Own moodboard Fig. 43 Own advertisement Fig. 44 WHI | Get lost in what you love. 2017. a little bit love : stylezebra by lotte | WHI. [ONLINE] Available at: http://weheartit.com/entry/156758966. [Accessed 27 March 2017].

Text Referencing Concept 1 trendone.com. 2017. Trends 2017 - TRENDONE - EN. [ONLINE] Available at: http://www. trendone.com/en/trend-universe/trends-2017.html. [Accessed 28 March 2017].

Euromonitor International Blog. 2017. 10 Global Macro Trends for the Next Five Years.

[ONLINE] Available at: http://blog.euromonitor.com/2012/11/10-global-macro-trends-for-thenext-five-years.html. [Accessed 28 March 2017].

Concept 2 Macro Trends | Trend Bible. 2017. Macro Trends | Trend Bible. [ONLINE] Available at: https:// www.trendbible.com/products-and-services/macro-trends/. [Accessed 28 March 2017].

The Future of Home Appliances | Trend Bible. 2017. The Future of Home Appliances | Trend Bible. [ONLINE] Available at: https://www.trendbible.com/sh-html/. [Accessed 28 March 2017].

Lucy Watson is ‘so excited’ for the launch of her beauty brand Basic Bitch this weekend. 2017.

Lucy Watson is ‘so excited’ for the launch of her beauty brand Basic Bitch this weekend.

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Concept 3 Thank Your Beauty. 2017. Best Dewy Foundation Of 2017 - Thank Your Beauty. [ONLINE] Available at: https://www.thankyourbeauty.com/best-dewy-foundation/. [Accessed 28 March 2017].

NYX . 2017. Total Control Drop Foundation | NYX Cosmetics. [ONLINE] Available at: http:// www.nyxcosmetics.com/total-control-drop-foundation/NYX_413.html. [Accessed 28 March 2017].

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