Harri, Chloe, Jas, Alice
Macro andMicro Micro Trends Macro and Trends
Where did our idea come from? •BBC Perfume Documentary – “The Smell of future” •Visited fastest growing market in Brazil where citizens are obsessed with everything fragranced. •Local lady came up with the idea of putting a liquidised laundry detergent in her washing that was made up of ingredients & notes from her favourite perfume. Spotted a gap in the market: •Not available in UK •Only 1 product, not a collection!
Context & The Big Idea
WGSN Forecasting
The Collection: •Laundry detergent •Fabric conditioner •Fragrance Spray •Wardrobe hangers (Develop further into ‘Bath & Body’ collection)
The Big Idea
One cohesive scent - reduces amount of products you layer on skin with various harmful ingredients
Inspiration taken from concept created in Brazil yet has been adapted to fit in with our brand
How does our Big Idea link to Context & Insights?
Refers to WGSN colour trend forecasting
The Big Idea
Lowers risk of allergic reaction to skin as all products use the same ingredients
Choosing to use allergen free and nontoxic products relates market research
Is your idea feasible
? The Big Idea
Consumer Research
Is your idea compelling to the target market/consumer?
Context & The Big Idea
Competitors on Market
Competitors In store Harrods in Knightsbridge London
•White Company do not solely sell fragrance products, they have home ware, clothing and children's departments. •We believe these campaigns are very bleak and do not excel or appeal to the target consumer as much as Lavabo intend to do! •Lavabo solely focus on creating and selling a quality fragrance collection for our consumer to love and incorporate into her daily lifestyle.
New York based Competitor
Minimal
Bleak Colour Palette
Reminiscent of other brands
Product
Price
Place
Promotion
•Collection of 4 fragrance products with one cohesive scent.
•Varying from £16-£30 depending on products sold separately or £74 for whole collection of 4 products.
•Sold through online website and in department stores John Lewis and House of Fraser.
•Social Media channels Facebook, Twitter & Instagram •Advertising campaigns •Promotional video campaign
The Big Idea
Our Unique Selling Point
The Big Idea
Brand Essence – Tone of Voice
Neutral
Subdued colour palette
Dusky Pink Stone Grey
Brand Onion
Mauve purple does not fit in with our neutral colour palette
Black plastic lid cheapens product
AVA logo makes the name of our brand unclear
Simplistic square bottle – on brand
Graphics
Kept the same internal structure for our packaging, but changed colour theme to fit in with our colour palette
Graphics
Predictable
Commercial
Too Safe
Feminine
Logo Development – secondary ideas
All of our competitors logos are minimal with a black & white colour palette Earthy, Elemental theme – links to use of natural ingredients within our fragrance
All have standard clean cut upper case font
Links to ingredients
Earthy
Elemental
Diffusing
Logo Development – Final outcome
Clean Cut
Minimal with clean lines
Simplistic with feminine edge
Lace adds a dainty & feminine edge
Glass around liquid creates a border effect – makes juice the focal point
Final Products and how much they retail for
Body Mist 50ml – £30.00
Laundry Detergent 500ml – £18.00
Fabric Conditioner 500ml – £18.00
All 4 products as part of the Laundry collection: £74.00
Execution
Wardrobe Hangers (Packet of 6) – £16.00
Execution - Packaging
How do we stand out from our competitors?
? How will we attract our target consumer?
Competitors & Consumers
Art Direction, Props & Styling
Post Production
Post Production
Delivery of Product
Media Channels – Lavabo Website
Media Channels – Social Media
If our collection is successful, at a later date we will release a new collection of Bath and Body products such as Body Wash, Body Lotion, Handwash & Hand cream. In laundry collection other products will include Dry cleaning spray, Ironing water, draw pockets and cashmere laundry cleanser.
Developing the Brand
Thankyou for listening!