Nicola clarkson Olivia shadbolt Janalou cruz Ella lee
SCENTBRANDPROJECT CONTEXT & INSIGHT TASK1: FINDING OUR
STORY
‘Scent becomes the newest way to explore emotions, people and art.’ - WGSN
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GAP YEAR TRAVELLERS SUBSCRIPTION BOXES SERVICE
We are offering a service specifically for gap year travellers.
Instead of always buying or carrying around their favourite perfume, they can subscribe and pay online before the start of their tour. Therefore, they’ll receive whichever perfume they like in a tiny travel bottle every time they land in a different country, along with a free journal.
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Pay online subscription for the whole year
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THE PROCESS
Inform us of the destination.
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Inside the box – journal for writing down memories and mini travel version of your favorite perfume.
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Collect subscription at the airport.
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You get your subscription box
6 REPEAT When it’s time for your next travel, just update the location/airport so you can collect the next subscription box.
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Why a service and not a product? - Most students don’t want to carry their favourite 100ml perfume around with them during their travels. - They tend to stick to the same brands they love so instead of creating a brand new product with a service, we are allowing them to stay with the scents they prefer and making their journey much more easier than worrying about how heavy the bottle is or if they have enough.
WE ARE SELLING A SOLUTION
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THE BRAND VALUES
Friendship Adventure Curiosity Bravery YOUTHFULNESS Ambition Experimentation Independence Freedom Determination explore
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Target consumer AGE – 18 LOCATION – around the world OCCUPATION – GAP YEAR TRAVELLER/STUDENT INTERESTS – TRAVELLING, MAKING FRIENDS, SOCIALISING, LEARNING NEW CULTURES, experiencing the world before studying at university/working.
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Target consumer LIFESTYLE – ALWAYS ON THE GO, NOT CONTENT IN JUST ONE PLACE PURCHASING HABITS – BUDGET IS LIMITED AS MONEY IS MOSTLY FOR TRAVELLING/FOOD/ OTHER RESOURCES. NEEDS- A PRODUCT THAT IS EASY TO BRING AND CARRY AROUND PLACES
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Target consumer
THEY WANT TO TRAVEL THE WORLD AND EXPERIENCE EVERTHING IT HAS TO OFFER
Insight1 ‘global travel during a gap year has become an increasingly accepted feature of Western youth culture.’
‘Variously described as ‘a rite of passage’, ‘a year out’, ‘the trip of a lifetime’ and, more sardonically, ‘deferred adulthood’, the gap year has – since its emergence in the late 1960s – become much more than an opportunity for school-leavers to travel and explore the world. ‘ – Mintel, 2014
Insight1 ‘Studies suggest that taking a gap year or studying abroad can positively influence your brain to make you more outgoing and open to new ideas. It found that challenging new experiences can boost cognitive health, as when your brain is exposed to an environment that is novel and complex, it reacts by forming new connections as it tries to categorize the new and unusual stimuli. This grows the brain and keeps it active in a similar way as taking up a new hobby or learning a language.’ (Kira Shaw, The Guardian, 2016)
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‘the collection doubles as a diary of Her adventures’ - fashionista
Guests at the PRADA fall 2016 fashion show each received a ‘personalised, thin paper notebook – like a diary – with a variety of colourful images cut out and scattered inside, like stamps in a well-own passport.’
Tommy Hilfiger
Travel inspired shows
FALL 2016 -‘Before the show Hilfiger explained that he was inspired by “1940s cruise liners; an era when people dressed up to travel”. ‘The deck formed the catwalk while vintagelooking trunks with travel stickers were stacked at the front. A very nostalgic take on nautical fashion’
SPRING 2016 ‘he rebuilt Mustique, the private Caribbean island where he has a home and where he holidayed this summer, like every summer.’
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‘The 21st-century is unquestionably easier to access and explore than ever before. - You can book flights - Journey planning more personalized and home-based. - Entire itineraries can be researched and created online.’ mintel
technology ‘Like travellers between January-March 2012, 64% of all holiday visitors (and 80% of UK holiday visitors) to Australia accessed the Internet while in the country, and 57% of all visitors (and 61% of UK visitors) used or planned to use social media to share their trip experiences, according to a Tourism Australia survey – travellers are now likely to carry at least a smartphone, notebook or laptop computer with them on their travels.’
Insight1 ‘They can upload photos and travellers seek out Wi-Fi cafes, bars and restaurants to check mail and post blog accounts of their trips. They are no longer removed from contact and the flow of communications has increased through use of social media applications and blogs.’ - mintel
So our target consumers can just quickly use their phones/laptops to quickly update their location and their subscription box will then be delivered.
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SIZE MATTERS
‘When it comes to the fragrance category, size does matter. Penetration of alternative perfume formats, such as travel-sized bottles, is less than perfumes or colognes; however, these formats have strong appeal among younger consumers.’ - Mintel
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Subscription boxes Mintel’s Unlimited trend explores how the Netflix generation has become used to monthly or yearly charges for unlimited access to a wealth of data and products. This trend is starting to emerge in BPC markets, with salons offering monthly blow-dry subscriptions.
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‘It is reported that the monthly subscription box is booming. Within the beauty and personal care market, the concept of the beauty box such as Birchbox and Glossybox gathering momentum. Haircare companies could tap into interest in more trial sizes by launching a hair care-specific subscription, sampling offerings with the aim of getting consumers to buy full-size bottles.’
Mintel, 2015
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1. GAP YEAR TRAVELLERS 2. SUBSCRIPTION BOXES 3. SERVICE
I N S I G H T 2
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Some ideas FOR PERSONALISATION •
Gifting service bar for men – ‘cocktail’ fragrance bar specifically for men to get customised fragrance for their girlfriends/wives. ‘When it comes to gifting men are more likely than women to gift to their partners, presenting opportunities for concierge services to help men find the perfect gift as well as encouraging them to buy for themselves.’ (Mintel, 2015)
•
Design your own packaging – includes 5 mini scent bottles with coloured pens at the other end. Combining fragrance, art, lifestyle, fashion, and personalization. Consumers can design their own packaging. For mostly women who blog/post/Instagram and like to show off their own illustrations. Consumers can send a picture of their own design and can be featured as the advert in magazines.
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Personalised packaging
THE BRAND VALUES authenticity Fun Creativity Surprise Optimism Beauty imagination Â
Target consumer ‘Consumers have come to see customised products as more than just a fun, frivolous way to express their personality, but as a recognition that no two people, and no two people’s needs, are the same. The rise of Instagram, Pinterest and other image-sharing websites has resulted in women sharing pictures and interior decorating tips online. Some 39% of fragrance buyers prize the high-quality look/feel of packaging while 30% consider visually appealing design to be important, rising to almost half (48%) of 16-24-year-old buyers’ (Charlotte Libby, Mintel, 2014)
gifting 23% of adults have bought fragrance for their partner, and 20% for other family members, signifying the importance of gifting to the fragrance market. (Mintel, 2015)
Men’s purchasing habits
Mintel’s report Men’s Toiletries – UK, October 2012 also highlights that men’s shopping habits are very different to women’s; they tend not to browse, instead shopping with purpose knowing what they want even before entering the shop. They are also more motivated by the price of a product than the results it claims to achieve.
Going against the dominant minimalism trend Â
Online sites that cater to each individual’s needs
Recommends similar fragrances
Insight2 EX NIHILO
JO MALONE
PENHALIGON’S
DIPTIQUE
joya
INSTORE PERSONALISED FRAGRANCES
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Perfumer h, a retail space with a working fragrance lab Customers can discover the secrets of the perfumemaking process at first hand. “For so long, perfumery has been this secret, hidden world, Lyn Harris told LS:N Global. “In the same way that people visit their local bakery or butchers, a perfumery has a role to play on the high street.
‘brands are opening up to create more meaningful relationships with consumers’
GLOSSIER SKINCARE PRODUCTS COME WITH SET OF DECORATIVE STICKERS A nostalgic packaging concept that speaks to the interests of Millennials.
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TECHNOLOGY Miu Miu’s campaigns create shareable content that appeals to each users personality.
Powder is a new editorial platform that tailors content on users’ unique beauty needs.
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New experiences And events
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THE IDEA
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Helping people further their knowledge on what suits them.
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Bringing fashion into fragrance as each trend/tribe has its own signature identity and scent.
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A new experience/event.
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Each section of the room will tailored to each style tribe. Consumers would then gravitate towards their particular style.
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‘Understand the customer. Build on their perceptions,
p re f e re n c e s , dreams, values and lifestyles.’ (Alina Wheeler, Designing Brand Identity, 2012)
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Target consumer FEMALE, 18-25 Occupation – students/recent graduates Location - Nottingham Lifestyle – varied depending on style tribe Purchasing habits – on a budget, treat themselves now and then, Needs – some people find it hard to get their signature scent, maybe their style tribe can help them discover it.
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Acceptance Honesty Witty
Playful
Celebrating all individuals
BRAND VALUES
Â
Passion
Complex/ multi-layered
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new EXPERIENCES
- Helping instore sales increase as the internet has overtaken these sales recently. Boots could do with more in-store experiences Last year could have been just as challenging, as consumer research data shows that Boots beauty customer numbers fell from 68% in 2014 to 57% in 2015. Department stores create experiences to draw shoppers In December 2014, Dior launched a fragrance engraving event in Harrods offering shoppers a complimentary bottle with a personal engraving with every purchase of a Dior fragrance. Dior – fragrance engraving event in Harrods Selfridges – fragrance lab launched in 2014 Harrods – fragrance garden in May 2015 Lush – scented cinema in December 2015
WHICH UNIVERSITY STYLE TRIBE ARE YOU? (Madeleine Knight, the debrief, 2015)
BOHEMIAN
GOTH CLASSY
WESTERN
ROCKER
TYPES OF FASHION STYLES ENKIVILLAGE.COM
PREPPY FLAMBOYANT
SEXY
TOMBOY
Insight3 TEDDY BOYS
MODS
ROCKERS
GLAM ROCKERS
PUNKS
HIPPIES
METALHEADS
HIP HOP
50 YEARS OF STYLE TRIBES (the GUARDIAN, 2015)
BIKERS
GOTHS
RAVERS
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Louis Vuitton casts a ‘final fantasy’ character for spring ‘16 campaign ‘Louis Vuitton partnered with a video game artist and designer to animate the images. The theme involves the merging of reality and fantasy. Recalls the sci-fi futuristic inspiration for the spring collection, which include nods to anime, space and the digital world.’
Fashionista.com
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Marc Jacobs - tweet shop To promote Marc Jacob’s Daisy fragrance, he opened a pop up shop that uses tweets instead of cash. By using hashtags customers can get samples of the fragrances, win a Marc Jacobs handbag, have access to the nail bar and photo booth!
Mashable, 2014
research
MEN AXE men fragrance brand has more modern depiction of diversified male beauty. Male positivity – re-examining masculinity by focusing on mental health, body image and depression
NOSES Make the creator the face of the brand. Noses ‘we believe that their talents should be recognized and celebrated, just like fashion designers/ composers/artists are acknowledged for their talents.
NARRATIVE PERFUMES not necessarily about smelling pleasant but rather like smelling like a specific time, place or experience.
OTHER INSIGHTS
BRAZIL AND OTHER MARKETS among the fastest growing markets in the last five years. Wearing fragrance has become a daily ritual, with 90% owning and 84% wearing it regularly. More tailored approach towards individual culture increases. India – strong cultural connection. South Korea – fragrance not yet part of people’s daily grooming routine, China – slowly opening up to western fragrance standards etc. Key to growing the fragrance market. OLDER/SENIOR growth of over 65s are lower users of fragrance products, making it essential for brands to retain interest from fragrance users as they age. Over 65s accounting for 10.5 percent of growth. The UK population is ageing, with over-55s forecast to see the largest growth in number by 2019.
SENSORS 2020 - packaging might play a role in helping beauty brands to collect info. Mold sensors into a package, sensor can show markets when and where a product is being used, how much of it, and how often and with accuracy. BRIDAL Only one in the market so far, ‘Something Blue’ by Oscar de la Renta EDIBLE FRAGRANCES These new edible marketing and promotional items play on the relationship of food and beauty and capture the sensual and even gourmet aspect of fragrance in a new way. The chocolates, macarons and cookies created by fragrance houses create a new opportunity to sample products to consumers.
OUR THREE INSIGHTS
‘Never has such rapid advancement in storytelling taken place than since the emergence of the Internet made the World Wide Web accessible to the masses in the early 1990s.’ (Jon Cope and Dennis Maloney, Fashion Promotion In Practice, 2016)
Nicola clarkson Olivia shadbolt Janalou cruz Ella lee
SCENTBRANDPROJECT CONTEXT & INSIGHT THANK YOU FOR
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