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brand launch
Scent brand project
NICKY CL ARKSON | JANALOU CRUZ | ELL A LEE |OLIVIA SHADBOLT
CONTEXT TRAIT
brand launch
INSIGHTS & TRENDS Events and experiences The internet has overtaken sales recently so experiences are helping instore sales increase. (Dior fragrance engraving event, Selfridges fragrance lab, Lush scented cinema) Body Confidence/Self-Esteem Opportunity for brands to rebuild self-esteem in today’s children and teens. Campaigns could address many of the concerns young adults have about their personal image and mental health. Relationship between brands and consumers Brands are opening up to create more meaningful relationships with consumers. Perfumer H – retail space with a working fragrance lab Personalized products Consumers have come to see customized products as a recognition that no two people or their needs, are the same.
OUR BIG IDEA A fragrance as unique as you are, bringing your personality traits into your day to day scent.
FOUR FRAGRANCES FOR FOUR ARCHETYPES. OUR MESSAGE
OUR BRAND HOPES TO CELEBRATE ALL INDIVIDUALS THE BREAKDOWN OF A PERSONALITY DECONSTRUCTION OF A PERSON, WHAT ARE WE WITHOUT OUR PERSONALITY? There is more to a person than their looks, our brand focuses on a person’s character, traits and quirks that makes them individual and different.
Is it compelling to target consumer? Helping young people understand that they don’t need to hide away from who they are, they should have confidence in themselves.
On our website there will be a quiz/test for the consumer to complete that will allow them to see which fragrance is best suited to their personality traits. It will involve the customer and make it more personal and interactive.
Women are significantly more likely than men to cite self-esteem as a factor behind why they either have had surgery or would do so in future (59% vs. 41%) This can be attributed to women having been the main target of the beauty industry for so many years, with brands often highlighting female imperfections in a bid to sell it. (mintel, 2015)
POSITIONING MAP
Brand posi+oning map HIGH MARKET
HUMOROUS/WITTY
SERIOUS/HONEST
MASS MARKET
CONSUMER TRAIT
brand launch
OUR CONSUMERS – THE FOUR ARCHETYPES
Craves adventure and wants to discover the world. Independent, ambitious and spiritual. Likes freedom and self-discovery.
The sage seeks the truth and wants to find the wisdom in every situation. they are wise, articulate and openminded.
Imaginative, expressive and innovative. Likes authenticity. They are most afraid of mediocrity.
Passionate and glamorous. Fear of being unwanted and unloved. Value the aesthetic appearances of goods and services.
CONSUMER PROFILE Student but I also work part time at Cath Kidston during the weekends.
SOCIAL MEDIA “Instagram I use the most, but also Facebook, Twitter and Snapchat.”
“I would pay up to £60 for a perfume.”
CHANEL: FAVOURITE PERFUME
PERSONAL STYLE “My personal style is very feminine, I also like classic simple/elegant pieces.”
INTERESTS: MUSIC (FESTIVAL/GIGS), FASHION, BEAUTY, MAKEUP, READING
CREATIVE CONCEPT TRAIT
brand launch
VISUAL INSPIRATION “Reasonable price and accessible for students but also creates the visual illusion of a high end product.”
minimalist, modern, clean, bold, alluring, sharp, consistent, striking, neutral
“I would prefer a combination of illustration and photography.”
Brand identity ALIENS AND COWS
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NEUTRA TEXT TF AaBbCcDdEeFfGgHIiJjKkLlMmNnO oPpQqRrSsTtUuVvWwXxYyZz
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noun 1. a distinguishing characteristic or quality, especially of one's personal nature:
ARUAL AaBbCcDdEeFfGgHIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz
BRAND ONION OUR VISION A fragrance as unique as you are, bringing your personality traits into your day to day scent. OUR BELIEF People’s differences should be celebrated HOW WE LOOK Appealing to a young but fashion conscious audience with clean, sharp packaging, branding and promotion. Neutral colour palette POSITION A fragrance brand that encourages, supports and celebrates all individuals
OUR VALUES Individuality is something to be proud of. Our brand focuses on a person’s character, trait and quirks that makes them individual and different HOW WE TALK Supportive, sincere, positive, upbeat, friendly HOW WE BEHAVE Honesty – we want our customers to have trust and belief in the brand STRAPLINE A fragrance as unique as you are.
ACCEPTANCE | HONESTY | EMPOWERMENT | CONFIDENCE | FRIENDSHIP
EXECUTION TRAIT
brand launch
BOTTLE & PACKAGING “I would prefer a combination of illustration and photography.”
minimalist | modern | true to our brand identity
fragrances
THE CREATOR
THE EXPLORER
THE SAGE
THE LOVER
ORIENTAL Madagascan Vanilla Cedarwood Orange White musk Green almond
FRESH CITRUS MANDARIN LIME BASIL THYME AMBERWOOD
WOODY INDIAN SAFFRON WHITE BULGARIAN ROSE GUIAIAC WOOD MUSK SANDALWOOD
FLORAL WILD STRAWBERRY VIOLET PETALS GARDENIA JASMINE
PRICE & PLACE “REASONABLE PRICE – STUDENT’S BUDGET” PRIMARY RESEARCH BOOTS – ADVANTAGE POINTS DEBENHAMS THE PERFUME SHOP
£30
PROMOTION TRAIT
brand launch
POP UP EVENT We will have a promotional event that celebrates all individuals. Each room will have different scents that potential consumers can go inside and experience. The interior could reflect each personality.
“I would be interested in the event.” ‘Experiential events allow consumers to interact physically with brands, offering brands face-to-face opportunities to communicate their messages and help create shareable online content.’ (Fashion Promotion in Practice, 2016)
CARDS
SOCIAL MEDIA
“Instagram I use the most, but also Facebook, Twitter and Snapchat.”
VIDEO CAMPAIGN
MAGAZINE ADVERT AS UNIQUE AS YOU ARE
TRAIT FRAGRANCE
www.traitfragrance.co.uk | Find us on Instagram @ TraitFragrance
TRAIT Four archetypes. Four fragrances.
CELEBRATING INDIVIDUALS AND INSPIRING THEM TO BE CONFIDENT WITH WHO THEY ARE. EVENT LAUNCH WHERE CONSUMERS CAN INTERACT PHYSICALLY AND DISCOVER MORE ABOUT THE BRAND .
NICKY CL ARKSON | JANALOU CRUZ | ELL A LEE |OLIVIA SHADBOLT
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brand launch
Scent brand project
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