Harriet Ogden N0644469 FASH10106 Fragrance Analysis And Comparison
Report
1-2 Contents 3-4 Insight 1 Concept & Competition 5-6 Insight 1 Consumer & Visual Language 7-8 Insight 2 Concept & Competition 9-10 Insight 2 Consumer & Visual Language 11-12 Insight 3 Concept & Competition 13-14 Insight 3 Consumer & Visual Language 15-16 Big idea 17-19 Harvard
Fig1primary research
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Fig 2 Personalisation moodboard
Insight
1 concept and competition
A new popular trend of personalisation
already consists of having initials on make up bags and names on coke bottles. This makes the consumer feels more connected to a product and has a personal experience. There are new desires to be more in tune with our bodies
‘’ The new consumer wants to know their body inside out’’ (wgsn)
From medical procedures to daily lifestyle
choices, DNA testing kits for skin care diet and fitness regimes now exist. Developments in science allows DNA to be edited, so a scent created with your own DNA with added notes could be created. Adding notes to your own genetic smell to only enhance not mask it will be a personal way of wearing a fragrance.
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Insight
1 consumer and visual language
This new, individual fragrance targets the
demographic of 25-35 year olds of both genders. The consumer profile is someone who is minimal in his or her fashion sense and goes shopping for the essential fashion trends. They are self-assured, cultivated, open minded and non materialistic. The feel of the overall product is minimalistic, natural, fresh, ecological and youthful. The product will be sold in health and beauty stores like lush or the body shop to create a target audience that are able to have the DNA testing in store.
‘’The images should reflect accurately the market level and status level of the consumer’’
(Harriet Posner pg.123) Demographic is old enough to have an open mind to niche products. They find new experiences exciting therefore aren’t caught up in celebrity faces in fragrance branding.
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Fig 3 Minimalist moodboard
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Insight
2 concept and competition
A trend from 2015 continues to
grow today, the sharing economy. It is economical as we are making use of resources that already exist which will over time decrease the chance of limitation. The fragrance industry could be combined into this new trend in a unique way that’s not jut sharing fragrance with family and friends. People nowadays are constantly on the go, travelling from place to place. A rise in popularity means it is busier when travelling anywhere and more resources are being used. An on the go fragrance machine could be installed in train and tube stations, bus stops, close by to vending machines and cash points. There would be an option for sprays of a few fresh scents for little money.
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Fig 4 Sharing economy
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Insight consumer and visual language
Many other sharing businesses already exist therefore it maybe hard to get the new concept out there amongst others. However when researching I found that, ‘‘in 2011, 4.3
million people travelled to work by public transport.’’ (Nationalarchives. gov.uk)
This stood out as the highest percentage compared to other ways of commuting. A fragrance vending machine that offers different scents for when businessmen and women who haven’t had enough time to apply fragrance may appeal to some. Harriet Posner suggests for a good customer
‘’think about their routine as they go through the day’’. profile you must
However some may be put off with the thought of others knowing the scent from the vending machine. This I why a monthly swap of fresh genderless fragrances is incorporated into the concept so it is always changing.
Fig 5 Travel Moodboard
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Insight
3 concept and competition
Nowadays we want everything to be
as easy and accessible as possible. Smart phones allow us to have the world at our fingertips. There are many new ways of doing things online. A new way of buying and selling perfumes could be created with an app made especially for certain demographic groups to discuss, buy and sell scents online.
Scent technology now exists, used to
turn whatsapp messages into themed scent emotions named osmotheque. To use this technology beneficially, a new feature for dating apps could be installed to connect with other users. All they would need is a kit to translate their messages into scent.
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Fig 6 Osmotheque
Jade De Roble
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Fig 7 Girl on phone
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Insight consumer and visual language
If you have ever received a perfume
from someone for an occasion and not liked it, this app would allow you to swap or sell that scent for a lot cheaper. No worries of whether the buyer wouldn’t be satisfied as they can discuss with others before they commit to a purchase. This way we aren’t wasting existing resources. Targeted to people of all ages, who are willing to download the app and are enthused by something new instead of sticking to selling items on Amazon, eBay or gum tree. A personal profile on dating apps can only show so much, a scent feature option would add dynamic to a person to connect with another. Futuristic concept so the ideal demographic would be, ‘techno savvy’ not a ‘technophobe’.
Fig 8 Perfumes
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Big Idea
A recommendation to take one of the
ideas further would be insight 2. I have chosen this particular insight because I believe there is a gap in the market for on the go fragrance. The fragrances would range from floral, oriental, fresh and woody depending on what you prefer or felt like that day.
This would be an environmental concept
as there wouldn’t be wasted packaging, just a number of sprays are offered. In my opinion when travelling, a top up of scent would be something I would use on a regular basis. If there was an option to use apple pay or contact less on the scent machine this would make it even more accessible and quick for users. The insight has potential to go further as well as just for travellers, the machines wouldn’t necessarily need to just be installed in stations they could be in night clubs, shopping centres in big cities, in petrol stations, public toilets, changing rooms.
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As shown previously from founded
quotes many people are travelling to work nowadays, this would mean the concept would have full use and can progress if it became a popular feature
for
‘on the go’ people.
Additionally, the night time economy is worth £66 billion so this idea in night time venues would also be a success.
Fig 9 Big idea moodboard
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harvard Fig 1 Front cover Salon De Perfums Primary research
Insight1 Illustrations Finger print http://zsazsabellagio.blogspot.co.uk/search?updated-max=2012-04-18T07:31:00-07:00&max-results=10 Fig 2 Personalisation Moodboard 2016 Fig 3 Minimalist Moodboard 2016
Insight 1 References WGSN personalisation quote (no date) Available at: https://www.wgsn.com/content/board_viewer/#/144597/page/1 (Accessed: 22 March 2016). Inline Citations: (WGSN personalisation quote, no date) Harriet Posner book Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Inline Citations: (Posner, 2011) pg.123
Insight 2 illustrations Own work- Sharing perfume infographic Fig 4 Sharing economy http://meridian-180.org/en/forums/forum-summary-sharing-economy Fig 5 Travel Moodboard 2016 Fig 6 Osmotheque images x2 http://www.designboom.com/design/osmotheque-whatsapp-messages-into-smells-07-272015/?utm_campaign=daily&utm_medium=e-mail&utm_source=subscribers Insight 2 References Travel statistics Archives, T.N. (2016) Home - the national archives. Available at: http://www.nationalarchives.gov. uk/ (Accessed: 22 March 2016). Inline Citations: (Archives, 2016) Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Inline Citations: (Posner, 2011)
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Insight 3 Illustrations Own work- App design Fig 7 Girl on phone http://theberry.com/2015/10/23/its-a-girl-thing/ Fig 8 Perfumes http://wasbella102.tumblr.com/post/50187811007 Own work - Digital world infographic http://piktochart.com/
Insight 3 References Osmotheque Harris, L. (2015) Osmothèque laboratory translates whatsapp messages into smells. Available at: http://www.designboom.com/design/osmotheque-whatsapp-messages-into-smells-07-27-2015/ (Accessed: 22 March 2016). Inline Citations: (Harris, 2015) Jade scent quote Vimeo (2012) Jade de robles rossdale. Available at: https://vimeo.com/user10798756 (Accessed: 22 March 2016). Inline Citations: (Vimeo, 2012) Night life quote Burn-Callander, R. (2015) Clubs and bars are vital revenue generators for UK economy, not hotbeds of binge drinking and drug abuse. Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11692161/Clubs-and-bars-are-vital-revenue-generators-for-UK-economy-not-hotbeds-of-binge-drinking-and-drug-abuse.html (Accessed: 22 March 2016). Inline Citations: (Burn-Callander, 2015)
Big Idea Own work- Infographics Piktochart http://piktochart.com/ Fig 9 Big idea mood board 2016
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