Healthy Living Trend
Sta2s2cs: WGSN
New Femininity: Femininity is redefined as women aspire to a body shape that is strong, natural and above all healthy. This trend moves away from the super skinny. Focusing on confident and healthy.
Media Consump2on
• Print-‐ Elle, Grazia & Vogue • TV – Tesco, Sainsbury's & Asda • E-‐Media – TwiPer, Facebook, Instagram -‐ #Nutri2on , #Fitness
Gap In The Market
• Evident that the fitness trend is present in both Food and Fashion, But what about fragrance?
2013/14 2015/16
MENS FRAGRANCE
WOMENS FRAGRANCE
• Adding the word sport to a fragrance name, instantly makes it appeal to a par2cular type of consumer. • Sports fragrances tend to be specially formulated to be fresher, livelier and cleaner smelling.
Posi2oning Map
Compe2tors Product
Bo:le name: Tom Tailor College Sport for women
inspired by Preppy-‐style and American college image, advoca2ng sports and modern way of life.
4p’s: Product: College Sport for women Price: £30.00 Place: Online Promo2on: Exclusive to certain retailers, Not everyone can buy it.
Women’s fragrance Tom Tailor college sport women arrives in glass flacon with pink liquid and striped ribbon 2ed on the neck of the boPle.
How has this influenced us: • Aimed at a female audience, although there is a male version too. • All extracted in a certain way that get full use of the ingredients – no wearing off. • Roll on – Las2ng long • Exclusive and affordable • Not necessarily mass – gap in market
Primary Research
1. Are you male or female?
Male Female
2. How old are you?
under 16 16-‐25 26-‐35 36-‐45 46-‐55 56 and over
3. Within which market do you usually purchase your fragrance from?
Luxury Mid Mass Low/Value
4. On average how
much do you usually spend on a fragrance?
Under £20 £20-‐£40 £40-‐£60 £60 +
Primary Research
5. Do you feel
6. Do you think this
that the fragrance price is suitable for the you usually buy is… parLcular fragrance?
Expensive Average Cheap
Solid Liquid
keep up with nutriLon/ live a healthy lifestyle?
characterisLcs of a fragrance that allows you to purchase it… Scent Name Packaging Las2ng Easily applied Affordable
10. If yes,
9. Do you
8. Would
you Rather purchase a solid or liquid fragrance and why?
Yes No
7. Please select 3
Yes No
would you be interested in a natural fragrance with nutriLonal ingredients?
Yes No
Consumers Want (Primary)
• Gejng a good quality product for a cheaper price than others • More product for what they are paying -‐ With a spray, it is expensive and doesn't last that long. • Something that isn't harmful to their skin • Something that isn't to dras2c or big that it cant be taken out -‐ Gap in market • Small and portable • Something that smells fresh and new • Something that is unique, maybe personalized.
Solid Perfume
Ideal Consumer
Interested in Natural products not just in food and fitness but also with their skin and body
Aimed at someone who is always on the Go-‐ Portable/ no spillage.
Interested in Healthy Lifestyle and Fitness-‐ Fragrance can be used aXer the gym
Someone who doesn’t want to spend a lot but sLll wants that luxury product
Target Market: Female Ages: 18-‐40
Consumer Profile
Name: Ella Mae Rayner Age: 19 Gender: Female Educa2on : University of Birmingham Job: Jack Wills, Professional Diver Cultural Influences: Social Media: Uses instagram, TwiPer, Facebook. Follows: Lifestyle: Diving, Skiing, Gymnas2cs, Cheerleading, Healthy Ea2ng, Socializing, Shopping, Travelling.