Lavabo
Harriet Nicholls Promotion Plan FASH10106 - Summer 2015
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Contents
Introduction
2. 3. 4. 5. 6. 7. - Aims & Objectives
Context
- Summary of Key Insights - Pest & Swot Analysis
The Big Creative Concept Idea - Summary - The want & need - Uniqueness (USP) - Brand Positioning - Perceptual Map - Target Consumer - Consumer Profile
- Summary - Visualisation - Brand Model - Distinctiveness
Execution Summary Appendix & Plan - Final Thoughts - Conclusion
- Target Audience - Communication tools - Visualisations - Media Channels - Message - Sequence of events: Method/ Media/Message/Timing - Key Events: Timeline - Consumer decision process
- Bibliography - References - List of Illustrations
Introduction
‘Formed from a unique mix of tangible and intangible elements, a brand is created out of a total package including not only garments, retail environment, packaging and advertising but also meanings, values and associations that consumers ascribe to the brand’ (Posner, 2011).
Summary of key insights:
Context
Aim: To launch an innovative fragrance product that is unlike any other product already available in the market. Objectives: -To launch a successful fragrance product that reflects the target consumer and ensures that the product reflects their day to day lifestyle. -To launch a product that is representative of the consumer you are targeting. -Listen to the demands of the consumer to ensure that the Primary research is relevant to the target audience. -Ensure that the brand concept is feasible within the fragrance market. -Ensure that the concept is relevant and compelling to the target consumer and market. -Launch a strong and compelling product that has a unique selling point, to which allows it to differentiate itself from any other competitors products already available on the market. -Demonstrate an understanding of the fragrance market, identify potential opportunities and research target consumers and develop a unique brand concept.
The ” BBC perfume documentary: The Smell of Future” (BBC Perfume Documentary, Episode 3: The smell of future, 2011), saw a group of fragrance experts visit Brazil; the fastest growing market where citizens are obsessed with everything fragranced. On their trip, the documentary showed the group visiting a local woman, who came up with the idea of using liquidised laundry detergent in her washing that was made up of the notes from her favourite perfume. This meant that she would exert a stronger and longer lasting scent than possible from any fragrance spray. This idea led us to find a gap in the market for a collection of products ranging from the products that are used within a consumers washing to what they spray on to their skin, that all have one cohesive substantial scent. “Definition from Chartered Institute of Marketing draws attention to the significance of identifying and anticipating the needs of customers” (Posner, 2011). When looking into a trend forecasting report on Mintel (Mintel, 2014) about hidden toxins and allergens in beauty products, We spotted a gap in the market for a non-toxic and allergen free fragrance product that consumers could rely on to be gentle to their skin. “Some 16% of fragrance users are concerned about the use of chemicals in fragrance; while 9% worry they will have an allergic reaction to fragrances”. (Mintel, 2014) From these statistics, we would allow our brand to showcase trustworthy and honest marketing, as we have shown that we have listened to what the consumer needs, as well as the concerns that they have about existing products on the market, and are therefore subsequently offering them a product that is catering to their needs and concerns. Using these insights, we came up with a concept surrounding a collection of fragrance products made up of a laundry detergent, a fabric conditioner, wardrobe hanger pockets and a fragrance spray to which all would have one cohesive scent, made from natural, non toxic and allergen free ingredients, to create a signature scent that would be co-ordinated within the consumers daily beauty routine. ‘Trends must be visable to possible adopters in order to spread’ (Brannon, 2005).
-Create a creative concept that is distinct and attractive to the target consumer. Figure 1 Lavabo Ad. Campaign (Group work) 2015
Figure 2 Lavabo Ad. campaign (Group work) 2015
ELEMENTAL
When creating a new brand and entering into a highly competitive and saturated fragrance market, it is important to look into past, present and possible future trends to ensure that you gain as much knowledge and insight into the market that you are entering in to, to ensure that you are able to create a successful, innovative and distinctive product that is unlike anything else that is available to your target demographic, retailing within the market at present.
-Find a secure gap in the market for our product.
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“Harriet Posner believes that an essential element of monitoring the market is keeping abreast of changing fashion trends (Posner, 2011). Therefore, we found it important to look into future colour palette trends to ensure that our brand would be trend forward for years to come. WGSN offers a report surrounding colour palette predictions for 2016/17 (WGSN, 2014). Within the four colour palette predictions, the one that stood out for us was the ‘Elemental’ colour palette due to its subdued and luxurious palette made up of dusky pinks, stone greys and ivory cream shades. We decided to take this particular colour palette forward and present it within our brand and aesthetic as we felt that it reflected the element of luxury that we wanted our brand to exert. 4
Figure 3 PEST Analysis (Own work) 2015
Key Insights:
The PEST analysis for our brand presented that our concept is well formulated to fit in with the demands of the consumer within the market we are entering, as the consumer is given the choice to choose our product in order to protect themselves, regarding the safe ingredients used within our collection, as well as the environment due to the use of recycled packaging for our product.
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Figure 4 SWOT Analysis (Own work) 2015
Key Insights:
The SWOT analysis for our brand presented that our concept will work to simplify and add a sense of co-ordination into the consumer’s daily lifestyle. By providing samples of our product to the consumer, we will be able to interact with them to ensure that they respect us as a new, honest and trustworthy brand. Yet potential threats may be the competitors that are already on the market, as consumers may potentially stick with these brands as they are already substantial and well known for their high quality products within the market. 8
The Big Idea
Perceptual Map
Figure 5 Post production example (Group work) 2015
Figure 6 Perceptual Map (Group work) 2015
The Need Uniqueness Brand Positioning
All of the context and insights into the fragrance market led myself and my other team members (Chloe Newton, Jaspreet Sodhi and Alice Cass) to create ‘Lavabo’; a unique collection of fragrance products made from non-toxic and allergen free ingredients, which work together to dress you in one cohesive scent, ranging from laundry detergent, fabric conditioner, wardrobe hangers and a fragrance spray. The four products work together to make a powerful, strong and unique scent that covers you from head to toe. Lavabo is all about connecting with the senses, you touch it, feel it, smell it.
When the consumer uses our product they are entered into a senses sensation with the soft and luxurious feel of our product when it touches their skin. Lavabo is educating the millenial generation about taking care of their skin by choosing to use a product that is specifically dedicated to ensuring all ingredients are free from any of the harmful allergens and toxins that have recently been found within the majority of beauty based products available on the market.
Other brands within the market offer consumers a fragrance which they believe is used as their key scent. Yet what they do not realise is that due to the variety of products used within a consumers daily routine, from the smell of their laundry detergent, the different scent of a fabric conditioner, to the fragrance they spray on their skin, once all of these different products are layered on top of one another, they are ultimately masking your desired fragrant with various other scents that you may not be aware that you are wearing. Levi Strauss’ theory of binary opposites, to which he believes that binary opposites are the central climax for a narrative structure (Fourie, 2007), meaning that we discover the meaning of something by using its opposite, for example; differentiation between chaos Vs. Calm as is apparent in the difference between other brands Vs. Lavabo. With Lavabo, the consumer is using one brand with one scent to cover all areas of fragrance, which ultimately removes the chaotic approach that comes with layering and mixing different products onto the skin. By investing into our collection of products, we are providing the consumer with a sense of co-ordination in to their daily routine, as well as with one long lasting consistent scent from head to toe.
Harriet Posner believes that it is important for a brand to distinguish their market level in order to ensure that they are retailing their products towards the correct market sector (Posner, 2011). Lavabo is a collection of 4 products, with the four products being sold as part of a collection retailing at £74.00. The pricing of our products allows our brand to be positioned within a market sector that is desirable for its targeted consumer within a niche market. This is due to the fact that the collection is not as easily accessible as other competing products within the mass market category.
Key Insights: The perceptual map confirmed that there was a gap in the market for our brand within the Luxury market to be sold at a mid to high retail cost, between The White Company and Thymes. We carried out some consumer research to ensure that our inights were suited to our target consumer. From a total of 65 women surveyed aged between 25-38, 52 were interested in a fragrance collection that covered their washing essentials with one cohesive scent (see figure 7).
Our products will be sold through our personalised online website and in department stores; John Lewis and House of Fraser. We will promote our collection through Social Media channels; Facebook, Twitter & Instagram, as well as our unique advertising campaigns and promotional video campaign.
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We then asked the same women if they currently use a variety of scented products as part of their daily routine. 58 out of the 65 women did infact mix their scents (see figure 8). Figure 7 Consumer Research (Group work) 2015
Figure 8 Consumer Research (Group work) 2015
These results therefore confirmed that there is a gap in the market for our product to be retailed to our target audience. 10
Alice Woods
Target Consumer Figure 9 Red Magazine issue 2014
Figure 10 Fresh produce 2015
Age
Figure 11 Laura Marling ‘Ghosts’ single cover 2008
Status
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In a relationship
Salary 26k “I am looking for a brand that I can 100% trust to be gentle to my skin, whilst not adding any extra stress to my already busy lifestyle”
Alice’s Background: Alice is a self employed business woman who works from home, enabling her to juggle both her career and family life. She lives in a feminine and homely 4 bedroom detached house just outside of the hustle and bustle of central London. She is always on the go, therefore making it difficult for her to keep the fragrance she wears long lasting throughout the day. The target consumer for Lavabo is a female clientele aged 25+. Her lifestyle will be a busy, on the go mother, who works from home, juggling both her career and family and strives for precision and co-ordination within her day to day life. She will be a woman who believes that it is key to make a good first impression both in and outside of her career; therefore our product is perfect for her, as it allows her to dress herself in one coherent scent, which represents her personality of paying attention to detail within every fine detail of her lifestyle. Our target consumer will earn between 20-30k per year, which enables her to strive for the finer things in life and treat herself to more upmarket products.
Her income also allows her to choose a lifestyle following a finer quality for her family, to ensure that they benefit as much as possible. She shops for her clothes and home ware at John Lewis and does her weekly food shop at Waitrose, either online or in store. Her typical weekly food shop will contain predominantly organic foods to help herself and her family preserve and upkeep their healthy lifestyle. When she has free time, she vists the local farmers market where she buys the majority of her fresh fruit and vegetables, and is wary of any products that are made using harmful chemicals. She regularly reads Red magazine, Cereal Magazine and Good House Keeping
magazine to keep up with the latest trends, within both the fashion and lifestyle market. When relaxing, she enjoys watching Grand Designs to keep up to date with innovative thinking, and lifestyle ideas. In her spare time, she likes to listen to musicians such as James Bay and Laura Marling, two musicians’ whose music she feels enables her to relax and unwind after a hectic day of work. Our consumer is part of a niche market that will appreciate the entire experience of our product, brand and the service that we provide from washing to wardrobe.
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Alice’s daily beauty routine includes using Ariel laundry detergent within her washing, The Body Shops Vanilla body spray onto her skin, as well as layering Jo Malone’s Wood, Sage & Sea Salt Eau De Toilette on top, as her focal scent. Alice takes pride in her appearance and is always on the lookout for the latest trends within her fashion, beauty and lifestyle choices. Due to her hectic working lifestyle, Alice ensures that she follows a precise daily routine in order for her to be able to have a sense of co-ordination and correlation on a day to day basis, both in and outside of her career. Outside of work Alice enjoys excersising and regularly runs outdoors when she has free time, as well as participating in outdoor activities with her two young childen. Alice is in touch with social media channels Facebook, Instagram and Twitter and uses them to keep in touch with her friends and family, as well as looking for possible promotions for products through banner ads online. Due to her sensitive skin, Alice finds it difficult to find fragrance products within the market that are suited to her, in the worry of her having a possible allergic reaction, which is why Lavabo is perfectly suited to her as it is made from all natural ingredients.
Figure 12 Consumer Profile (Own work) 2015 12
Figure 13 Consumer Profile moodboard (Group work) 14 2015
Creative Concept Summary:
‘As Jeff Bezos, the founder of Amazon once said: “Your brand is what people say about you when you are not in the room”’ (Purkiss and Royston-Lee, 2012). Lavabo is a unique fragrance collection made from natural, allergen free and non toxic ingredients, that allows the consumer to dress themselves using one cohesive scent. Figure 14 Lavabo outdoor photoshoot (Group work) 2015
From using a variety of different products such as washing detergents, body sprays, perfumes & fabric conditioner, you are layering a vast amount of scented products onto your skin, which are all made up of different ingredients. The ingredients in these products are not designed to be layered on top of one another, therefore the consumer is completely unaware of the damaging effects that the use of these mixed ingredients may be having on their skin, for example a possible allergic reaction due to the combining of counteracting ingredients.
Figure 16 Lavabo in studio photoshoot (Group work) 2015
Therefore at Lavabo, we offer the solution of catering the consumer with all of these day to day products, yet by having all of the collection following one cohesive scent, there is solely one combination of ingredients on your skin from head to toe. Our products are made from allergen free and non toxic ingredients to ensure that your skin will be free from any harmful ingredients that may cause you discomfort. We believe that our concept is entirely feasible as all of the products that are part of our collection are already available within the market. However there is not a collection of products that all have the same coherent scent to enable the consumer to “redress their skin”, as well as being entirely free from allergens and non-toxic ingredients. Our concept is distinct and attractive to the target consumer because our initial research was driven by the consumer. Lavabo listened to what the consumer wanted and used the information to move forward and create a concept that was reflective of the consumers needs.
Figure 17 Lavabo in studio photoshoot (Group work) 2015
‘The powerful impact of sensory stimulation applies to everything with which we come into contact’ (Himpe, 2006). Lavabo is all about connecting with the senses; our brand is all about desire. We want to present a tangible product that our target consumer can touch, feel and smell on their skin. Levi Strauss writes “It is this avid and ambitious desire to take possession of the object for the benefit of the owner (Berger, 1973). This is apparent within our concept as we are offering a product to our target consumer that is entirely beneficial to them. Lavabo offer complete brand loyalty and trust to the consumer as we are communicating with the consumer to ensure that the products that we are creating are tailored to the needs and concerns of our consumer. Our target consumers wanted a product that would dress their skin using entirely natural based ingredients; this is what our brand is offering.
Figure 15 Lavabo in studio photoshoot (Group work) 2015
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Figure 18 Lavabo in studio photoshoot (Group work) 2015
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Figure 19 Lavabo tone of voice moodboard (Group work) 2015 18
Homely
Earthy
Natural
Figure 20 Lavabo concept moodboard (Group work) 20 2015
Figure 21 Lavabo bottle inspiration moodboard (Own work) 2015 22
Brand Model
US P
(Unique Selling Point )
One signature scent Why would you layer difference scents, when you could just wear one? Lavabo strongly believes that the combination of scents that our target consumer uses within her daily routine cannot possibly complement one another when layered onto clothing and skin. Therefore, we remove the chaotic approach that comes with layering and mixing different products onto the skin. By investing into our collection of products, to which all have the same scent, we are providing the consumer with a sense of co-ordination in to their daily routine.
Figure 22 Brand Onion (Own work) 2015
In regards to our competitors, we believe that Lavabo has the opportunity to stand out within the market, as we are one scent that streamlines your whole daily routine.
This quote is represented through our brand, as our concept surrounds the idea of connecting with the senses; our brand is all about desire.
We are one luxurious coherent fragrance experience that allows the consumer to change the mixing of overpowering and non complimenting scents on their skin, to one statement scent that dresses you from head to toe.
We want to present a tangible product that our target consumer can touch, feel and smell on their skin, through the way that our products feel directly on the skin and through he fibres of their clothing.
‘Advertisers are constantly in search of non-conventional ways of integrating consumers’ sense in their communication’. (Himpe, 2006)
Figure 23 Lavabo logo (Group work) 2015
Key Insights: The core of our brand is to offer a unique collection of fragrance products, which redress your scent, using one cohesive smell, in order to show off a new way of wearing fragrance in an innovative and unique way, whilst maintaining relativity to our target consumer through our honest and trustworthy advertising.
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Target Audience
Execution & Plan
Figure 26 Lavabo loyalty card (Own work) 2015
Figure 25 Image sourced from pinterest adapted to fit with brand (Own work) 2015
Figure 24 Lavabo Advertising Campaign (Group work) 2015
Lavabo is a collection of four fragrance products, all with one cohesive scent, that are created using allergen free and nontoxic ingredients. The collection includes a laundry detergent, a fabric conditioner, a body fragrant and wardrobe hangers (pack of 6). These 4 products are delivered in a beautiful box embossed with soft luxurious silk fabric, with a separate section for each item. The box itself is designed using recycled cardboard to reflect our concept of an all natural product.
The collection retails at £74 for all four products. Each product will not be sold separately; the reason behind this is due to the fact that we offer a unique fragrance experience from washing, to wardrobe, to scenting your skin. Therefore if we were to offer our products separately, our concept would be invalid. Our products will be sold through our online website and within luxury department stores such as John Lewis and House of Fraser.
The reason we have selected these department stores is because we feel that currently, the advertising of fragrance and laundry detergent in particular, within such stores is executed in an un-inviting and spiritless aesthetic. Therefore we want to fulfil the fragrance and detergent market with a new and exciting line of products that will differ from anything else being retailed surrounding them within the store.
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As our target audience is 25+, we needed to ensure that we connected with them in a more mature and sophisticated way to reflect their age range. ‘Relationship marketing recognizes the importance of building long term relationships between a business and its customers’ (Posner, 2011). Lavabo’s in store experience is based around connecting with the consumers and finding out about their lifestyles, in order to be able to show them how our products will benefit their day to day life. In store, we will offer our customers sachet samples of our products for them to ‘try before they buy’. In order for the customer to get a free sample, they must fill out a customer detail form to which allows us to directly email them with any promotional or seasonal offers. After the customer has signed up to our mailing list, we will then offer them a customer loyalty card to which, after every 3rd purchase, the consumer will receive a free mini sized sample of a product from our collection (see figure 26). The effect of this will then entice the customer to continue buying into our brand, as they will feel as though they are benefitting financially. The benefit of promoting our product to our target consumers face to face allows us to have one on one contact, which will make the consumer feel that we are a brand that they can trust.
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Communication Tools ‘Communication is concerned with sending and receiving knowledge, ideas, facts, figures, goals, emotions and values’ (Smith, Berry and Pulford, 1999).
Visualisations
Figure 27 Shopping centre advertisement (Own work) 2015
We aim to predominantly communicate with our consumers using physical advertising, that they will be able to directly look at. Shopping centres will be one of the key settings that we will advertise our brand. The reason behind this is because the audience that we are targeting are most likely to visit shopping centres on a regular basis, due to their interest in fashion and lifestyle (see figure 27). Our advertising campaigns will also be shown on a double page spread in magazines such as Red magazine and Good housekeeping magazine. We feel that this is a strong way to connect with our consumers as they will get the chance to physically smell our scent through a tester that will accompany the magazine spread. This therefore further reinforces our concept of connecting with the senses; the consumer will physically be able to smell our product whilst engaging with our campaign (see figure 29).
Figure 28 Gym changing room advertisement (Own work) 2015
Another way in which we will communicate with our consumer will be through posters placed in an environment promoting healthy lifestyle choices, such as a gym. Promoting our brand within a gym allows us to connect to our target consumer, who we believe will lead a predominantly healthy lifestyle and take care of her appearance (see figure 28).
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Figure 29 Magazine spread advertisement (Own work) 2015 28
Media Channels Website Lavabo will offer the consumers a chance to shop for our products online through our personalised online website. This will allow the consumer to look into and buy our products, as well as enabling them to contact our specialist laundry expert for care advice on the use of our products, if they were to have any queries (see figure 30). Figure 30 Online advertisement (Own work) 2015
Social Media channels As the social media age is continually growing, we feel that it is important for our brand to stay up to date with social media channels, as it is one of the leading communication tools between a brand and its consumer. We will advertise our brand on social media channels; Twitter (see figure 30), Instagram (see figure 31) and Facebook (see figure 32). Advertising through these channels enables the consumer to keep up to date with our brand, the release of new products and campaigns. As well as offering them a look behind the scenes of our brand. The use of these channels will also allow our consumers to keep an eye out for potential promotional offers and competitions. Lavabo will offer competitions through all of our social media channels. To celebrate the launch of our brand, we will ask our audience to like or follow us on Facebook, Instagram or Twitter to be automatically entered into a prize draw, which will enable them the chance to win a gift voucher for our store.
Figure 31 Social Media advertisement (Own work) 2015
Promoting our brand using a variety of four digital formats will enable us to reach out to a wider target market, as the millennial age are becoming more aware of conforming technology and social media.
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Figure 32 Social Media advertisement (Own work) 2015 30
Message ‘It is the purpose of the advertisement to communicate the positive qualities of the product as clearly as possible to the chosen audience’ (Crow, 2010). Lavabos concept is all about connecting with the senses. This message is portrayed throughout our entire brand execution. Our advertising campaigns were created by layering materials and fabrics onto our focal image to highlight key areas of the campaign. This idea allows our audience to view the different fibres and depth of the materials to which are layered onto the image. Our collection is solely focused on “redressing your skin with the scent you’re in”. Therefore we are promoting ourselves as a tangible brand that you can physically feel making changes to your lifestyle, just as the consumer will be able to physically experience our products on their skin and within their clothing. We are improving the consumer’s lifestyle with the use of all natural ingredients both in the collection, as well as within the use of recycled materials in our packaging. Lavabo is all about the physical. Every essence of our brand entices the consumer to want to touch, feel and smell our products. The use of mixed media within our campaigns is reflected through our brand promotion. We are allowing the consumer to physically explore our products in store, whilst also enabling them to digitally share the Lavabo experience through various channels online.
Figure 34 Lavabo images (Own work) 2015
Figure 33 Message moodboard (Own work) 2015 31
Figure 35 Lavabo images (Own work) 2015 32
Sequence of events
Figure 36 Media Diary (Own work) 2015
Lavabo will be promoted using both physical and digital advertising to connect with their consumer. The use of promotional offers and competitions will then entice the customer to continue buying into our brand as it idolises the idea of consumer prosperity. A customer loyalty card will be used to ensure that we stay updated with our consumers, so that we are able to directly interact with them and offer them customer loyalty benefits, such as discounts in store and free samples.
Method
‘The best communication methods succeed in putting across the right message in a clear, unambiguous way that gets noticed by the target audience, whilst also saving on time and cost’ (Business Case Studies, 2011). Written communication will be used for Lavabo to connect with their target consumer, through the use of direct email and mail to which we will send consumers updates on new products, promotional and seasonal offers, as well as loyalty benefits to ensure that they continue buying into our brand. Face to face communication will be used for the consumers to be able to directly speak to a member of our team, in our in store franchise, which will allow them to directly connect with our brand on a personal level. Online communication will be used to connect with the slightly younger consumer that we are targeting as they will be able to keep up to date with our brand without even stepping outside of their front door. Advertising communication will be used to directly present our message to our consumer through a variety of mixed media that can be viewed both digitally and physically.
Timing
Media
“The meaning of any sign is affected by who is reading that sign” Pierce noticed a creative process of exchange between the sign and the reader’ (Crow, 2010). Lavabo will be advertised using a variety of different media. We will promote through our online website and in store, so that the consumer can directly shop and look into the concept behind our brand. We will also promote ourselves through social media channels, Facebook, Instagram and Twitter to enable our consumers to keep up to date with our brand, our latest products and campaigns, as well as a look behind the scenes of our brand, and enabling them to keep a look out for promotional offers and competitions. This digital media platform will therefore allow us to connect with a wider target demographic than is possible through oral communication. We will also advertise through magazine spreads and posters in a variety of places, such as Gyms and shopping centres. This form of media will allow us to physically connect with our consumer, as our advertising campaigns will be strategically placed within these settings in a way that will grab the consumer’s attention in a busy environment.
Message
Our message will be conveyed through a variety of digital and physical advertising. As Lavabo is all about enabling our consumers to connect with their senses, we will use samples of our products in magazine spreads alongside our campaign for them to physically be able to smell our product, whilst looking at the campaign, which presents the different fabrics and materials that our collection caters to. Lavabo’s advertising campaigns connotate the idea of safety, with a homely element within the way that the materials and fabrics are used within he campaigns to wrap and cocoon the model. (Barthes, 1977). Our message will be promoted in a way that allows questions to be provoked within our consumers mind as to why they have not invested into our products yet. We will promote ourselves as the brand that listens to the consumer.
Key Insights:
The Media Diary (see figure 36) reflects a day in the life of our target consumer. The diary confirmed that the use of mobile phones and the internet are the most frequently used form of media, therefore we decided to prodominently focus on promoting our brand through these media channels. Figure 37 Consumer decision process (Own work) 2015
The consumer asked for an allergen free and non toxic product that will provide them with a long lasting scent? Lavabo has listened and is providing them with exactly that. Therefore, this allows us to promote ourselves as a caring, honest and reliable brand.
Lavabo will also release a LookBook each season to allow consumers to view new and upcoming products (see Appendix B).
Lavabo will strategically launch itself during the beginning of spring. This season will allow us to advertise our brand within a season that is approaching summer, where the weather is moving into a warmer climate, therefore making our brand more seasonally appropriate, as we predominantly advertise our brand through an outdoor environment. Also, during a warmer climate, consumers are more likely to perspire at a higher rate, meaning that our product will be of more use during this season, as consumers will feel the need to wash their clothes and other garments on a more frequent basis. The timing between the release of our new products and advertising campaigns will run seasonally, therefore allowing us to place our brand into the consumer’s lifestyle, at any time of the year. Lavabo will be promoted primarily within the daytime slot on social media platforms, as we feel that this time frame is when our target audience is most likely to view it. Our target consumer is a family orientated woman who works from home; therefore she has time to herself during the day to explore online. Also, as our brand will be advertised in a day time scenario, this is best fitting to our overall brand essence, as well as the time of day that our products will generally be used.
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Journalists
Figure 38 Lavabo press launch inspiration moodboard (Own work) 2015
Clean & Minimal setting
Goodie bags for guests
Brand colour palette inspired theme
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Figure 39 Lavabo key events timeline (6 months) (Own work) 2015
February 2016: Press Launch February 2016: Launch of online website & social media channels.
Press launch will invite journalists, magazine executives, bloggers etc, to come and view our products. - Free samples given out to guests. - Word of mouth - guests introduce others to our brand. - Competition for general public to get the chance to win an invitiation to the event.
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Where will Lavabo go next? - Launch more products such as deodrant, face cream and a fragrance mist. - Expansion of products will enable Lavabo to reach their end goal of being able to fully “Redress your skin, with the scent you’re in”.
March 2016: Lavabo launches in department stores; John Lewis and House of Fraser.
June 2016: Lavabo launch in Selfridges July 2016: Lavabo launches its first offical pop up store in Covent Garden, London! - Launch of Bath & Body collection: Body wash, body moisturiser, hand wash and hand cream.
- More products are added to the Laundry collection such as; Ironing water, scented draw pockets and a cashmere cleanser.
Timeline of key events 38
Summary
Final Thoughts Lavabo is a luxury fragrance experience that allows the consumer to dress themselves in one cohesive scent. Our brand allows the consumer to step into an experience that is innovative and coherent, which juxtaposes against other brands that offer the consumer chaos within the use of mixed scents. Therefore, by choosing to invest into Lavabo, we are offering the consumer an exclusive collection of products that will add a sense of co-ordination and relaxation into their daily lifestyle, using natural ingredients that will purely benefit them.
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Figure 40 Lavabo image (Group image) 2015 40
Appendix A)) Consent Form for Consumer Profile
B) Lavabo Lookbook
Lavabo Collection Range SS16
Figure 41 Consumer Profile consent form (Own image) 2015
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Figure 42 Lavabo Lookbook (Own Image) 2015
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scent
Lavabo; an innovative fragrance collection that uses one cohesive and complimentary scent.From washing to wardrobe, we care for your delicates and your luxury lifestyle. Lavabo has got you covered.
‘Redress your skin with the scent you’re in’. 43
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From washing to wardrobe, Lavabo has got you covered.
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List of Illustrations: 1
Figure
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Introduction Sector Fig. 1. Lavabo advertising campaign (Group Image) 2015 Context Sector Fig. 2. Lavabo advertising campaign (Group Image) 2015 Fig. 3. PEST Analysis (Own Image) 2015 Fig. 4. SWOT Analysis (Own Image) 2015 The Big Idea Sector Fig. 5. Post production image example (Group Image) 2015 Fig. 6. Perceptual Map (Group Image) 2015 Fig. 7. Consumer research infographics 1 (Group Image) 2015 Fig. 8. Consumer research infographics 2 (Group Image) 2015 Fig. 9. Red Magazine front cover (http://www. redonline.co.uk/) 2014 Fig. 10. Fresh Produce collage (https://www. pinterest.com/search/pins/?q=fresh%20produce) 2015 Fig. 11. Laura Marling ‘Ghosts’ Single Cover (https://itunes.apple.com/gb/artist/laura-marling/ id267087057) 2008 Fig. 12. Consumer Profile (Own Image) 2015 Fig. 13. Consumer Profile moodboard (Group Image) 2015 Creative Concept Sector Fig. 14. Lavabo outdoor photoshoot image (Group Image) 2015 Fig. 15. Lavabo in studio photoshoot image (Group Image) 2015 Fig. 16. Lavabo in studio photoshoot image (Group Image) 2015 Fig. 17. Lavabo in studio photoshoot image (Group Image) 2015 Fig. 18. Lavabo in studio photoshoot image (Group Image) 2015 Fig. 19. Tone of voice/ Brand essence moodboard (Group Image) 2015 Fig. 20. Concept moodboard (Group Image) 2015 Fig. 21. Lavabo bottle inspiration moodboard (Own Image) 2015 Fig. 22. Brand Onion (Own Image) 2015 Fig. 23. Lavabo Logo (Group Image) 2015 Execution & Plan Sector Fig. 24. Lavabo final advertising campaign (Group Image) 2015 Fig. 25. Lavabo bottle packaging on shelf (https:// www.pinterest.com/search/pins/?q=White%20shelf) (Own Image - adapted) 2015 Fig. 26. Lavabo loyalty card (Own Image) 2015 Fig. 27. Shopping centre advertisement (Own Image) 2015 Fig. 28. Gym changing room advertisement (Own Image) 2015 Fig. 29. Magazine spread advertisement (Own Image) 2015 Fig. 30. Online advertisement (Own Image) 2015 Fig. 31. Social media advertisement (Own Image) 2015 Fig. 32. Social media advertisement (Own Image) 2015 Fig. 33. Brand message moodboard (Own Image) 2015 Fig. 34. Lavabo polaroids (Own Image) 2015 Fig. 35. Lavabo polaroids (Own Image) 2015 Fig. 36. Media Diary of target consumer (Own Image) 2015 Fig. 37. Consumer decision process - Loyalty loop (Own Image) 2015 Fig. 38. Press launch inspiration moodboard (Own Image) 2015 Fig. 39. Key Events timeline (Own Image) 2015 Summary Sector Fig. 40. Lavabo image (Group Image) 2015
www.Lavabo.co.uk
Appendix Sector
Fig. 41. Consumer Profile consent form (Own image) 2015 Fig. 42. Lavabo Look Book (Own Image) 2015
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