Endlessly
Hadley Schmueser FASM 330 December 2017
Published Link: https://indd.adobe.com/view/08d60e44-efb0-4d24-9272-fdc495be42b4
Table of Contents Inspiration Product Assortment Endlessly Bespoke Bespoke Packaging Launch Date and Strategies Eau De Parfum Eau De Parfum Packaging Launch Date and Strategies
Market Opportunity We are living in a time in which value can be expanded through customization and personal connection between the consumer and the brand. There has yet to be a bespoke luxury fragrance on the market that takes advantage of the power of scent to preserve a brides most intimate wedding day memories.
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Inspiration Our memories are all we have at the end of the day. I believe that we should hold our most intimate and special memories as close to us as we can, just like we do with our loved ones...Endlessly.
Endlessly A Two Part Concept
Endlessly Bespoke Fragrance Experience A custom wedding fragrance experience that creates a more intimate and meaningful relationship between the brand and the customer by connecting Carolina Herrera to the bridal experience beyond the dress.
Endlessly Eau De Parfum There’s few things in life that we want to experience endlessly, however true love is one of them. Endlessly the Eau De Parfum captures the fantasy of endless love and expands off of the bespoke concept by allowing a wider consumer range to be part of the Endlessly concept.
Product 1
Product Assortment Product 2
Endlessly Bespoke Wedding Fragrance Kit Included: 6 scent components (pre-mixed) 1 crystal mixing vase 1 100 ml factory mixed bespoke fragrance (Perfume) 6 30 ml Endlessly Eau De Parfum gift fragrances Price: 2000 USD Back to Contents
Endlessly the Eau de Parfum 50 ml .......... 110 USD 100 ml .......... 140 USD
Endlessly The Bespoke Experience
A custom experience that allows a couple to create a fragrance that is as unique and personal to them as their wedding day. By tapping into the power of scent, this fragrance will evoke memories for a lifetime.
The product of this custom experience will be a fragrance kit that includes the bespoke fragrance, gift fragrances to be gifted as desired, as well as all the components necessay to mix a small amount of the scent at the wedding ceremony to truly embed the scent into the wedding day
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Target Consumer Olivia
Anthony
Enjoys the little things in life, especially with Anthony
Fell in love with Olivia at first sight.
Met Anthony in a crowded cafe in December, 2 years ago.
Has a degree in interior design, but also enjoys playing the guitar
Drives a white BMW sedan
Drinks his coffee black
Graduated from SCAD with a degree in illustration
Looks for quality over quantity, is a connoisseur
Likes her coffee sweet and light
Loves waking up to Olivia in his shirt. He is going to propose tomorrow.
Her favorite thing in the world is the way Anthony ’s shirt smells. She sleeps in it. Keeps her nails manicured, with a clear coat of polish Enjoys reading old books. The smell of the pages makes her calm.
Drives a 1978 green Ford truck that he restored himself Thoughtful, analytic, and eager to try new things.
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Silk Lining
Bespoke Fragrance
Couples initials and date engraved Endlessly
Pre-Mixed Scent Components
Crystal Mixing Vase
Eau De Parfum Gift Bottles
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Endlessly Bespoke Initial Launch Date On Ground Launch Month: February 2020 App Launch Month:February 2020
February
Endlessly Bespoke Launch
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March
April
Endlessly Eau De ParfumRollout 1
May
June
Endlessly Eau De ParfumRollout 2
Endlessly Bespoke Retail Points
New York City Miami, Florida Dallas, Texas Chicago, Illinois Beverly Hills, California Atlanta, Georgia Dubai, United Emerates Paris, France
London, England
Paris, France Dubai, United Emerates
New York City
New York City
Moscow, Russia
Key Marketing Strategies Endlessly Lead Consultant This will be a highly trained fragrance specialist that will be able to perform all Endlessly bespoke duties as well as manages the overall functions of the shop. The lead consultant is also in charge of scouting local publications and connections to send Endlessly Bespoke invites out to prospective customers. The goal of this role is to communicate with the stores bridal department and local bridal community to gain clients as well as maintain loyalty.
Personal Invitations This is a very personal and custom experience. With every bridal purchase over $2000 at the selected retailers, the customers will recieve a high quality personal invite to the Endlessly bespoke shop. The invite will be personally signed by that stores Lead Endlessly Consultant. The bespoke concept is meant to be marketed to the couple, rather than the mass public, therefore this is the way I will ensure it remains an intimate experience between the customer and the brand.
Endlessly Consultation Office
To See More Views, Visit my Process Book
Endlessly The Eau De Parfum
The Eau De Parfum is an addition to the Carolina Herrera fragrance portfolio, and allows a more expansive range of consumers to participate the Endlessly concept.
This fragrance plays off of the bespoke fragrance and is sold at a more accessible price point. Endlessly portrays the fantasy of a true love that withstands the test of time and is never ending. This is the most ideal way to experience true love.
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Target Customers Natalie Student at Savannah College of Art and Design studying fashion Has a job and is able to splurge Does not have a serious companion, but does have a wedding board on pinterest Enjoys collecting fragrances that capture her attention with smell, look and concept Admires the Endlessly concept, but does not have the financial means or wedding planned to participate in the bespoke experience
Jaclyn Happily retired and lives in Fort Meyers, Florida Owns two white poodles and enjoys walking them on nice days down main Street Completely in love with her husband. They just celebrated their 40th anniversary last week Has brunch every Sunday with her lady friends Watches award shows such as the Emmy’s and Golden Globes and has a general appreciation for fashion
Endlessly Eau De Parfum Final Packaging
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Endlessly Eau De Parfum Final Packaging
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Fragrance Formula Aromatic Facet
lavender, mint, basil, thyme, rosemary, anise, eucalyptus, sage
Concentration 4 drops
Fresh Floral Facet
8 drops
Heavy Floral Facet
2 drops
Woody Facet
4 drops
Amber Facet
3 drops
Gourmand Facet
2 drops
Top
lily, lilac, freesia, magnolia, neroli
rose, jasmine, tuberose,ylang-ylang, mimosa, narcissus, orange flower
cedarwood, sandalwood, patchouli, vetiver, oakmoss
vanille, ciste-labdanum, benzoin
cocoa, coffee, honey, veltol, chocovan
Heart
Base
Endlessly Eau De Parfum Launch Dates Initial Launch: April 2020 Second Rollout: June 2020
February
Endlessly Bespoke Launch
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March
April
Endlessly Eau De ParfumRollout 1
May
June
Endlessly Eau De ParfumRollout 2
Endlessly Eau De Parfum Initial Launch
New York City Miami, Florida Dallas, Texas Chicago, Illinois Beverly Hills, California Atlanta, Georgia Dubai, United Emerates Paris, France
Paris, France Dubai, United Emerates
New York City
Endlessly Eau De Parfum Second Rollout
All Locations
On Ground and Online
On Ground and Online USA, France
Key Marketing Strategies Fashion Film There will be a fashion film that tells the story behind the Endlessly concept. The film will portray the fantasy behind feeling Endlessly in love with someone and what it means to be growing old and withstanding the test of time with that person. This is the ultimate love fantasy that everyone hopes for.
Bottle Engraving In the chosen department stores as well as Carolina Herrera boutiques I would like to offer free engraving to the customer with every Endlessly Eau De Parfum purchase. This allows the customer to take place in customization just like the bespoke clients on a smaller scale. This will also be a nice feature during key sales times like Christmas, Valentines day and Mother’s Day, when the fragrance is likely to be bought as a gift.
To see more, please see my Process Book
People Incentives The Sales associates on the front line are who will be the difference at the end of the day. because of this, I would like to offer an incentive: - For every 5 Eau De Parfum a sales associate sells, they will revieve a $50 bonus
Packaging Render Credits: Lynora Conti LynoraConti@gmail.com @LynoraConti Lynora Conti
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