Team launch presentation

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!