Summer SoirĂŠe by Kendra Scott
With an intricate & artful design, & innovative materials used for packaging as well as contents of the juice, the sophistication of the modern woman is reflected in the essence of Summer Soiree by Kendra Scott.
brand identity
Summer Soiree provides customers with the ultimate connection to the brand; they are able to wear Kendra Scott in a way that is effervescent, as it is never taken off.
+SKU 1 3.4 oz Eau de Parfum || $125.00 +SKU 2 1.7 oz Eau de Parfum || $75.00 +SKU 3 0.25 oz Rollerball || $24.00 +SKU 4 Fragrance Display Tray || $165.00
assortment plan
Summer SoirĂŠe by Kendra Scott
the bottle
by Kendra Scott
secondary packaging
final scent +10 essence bergamot +7 repro lilly of the valley +5 aurantiol givaudan +3 essence lemon +3 helional iff +3 veltol pfitzer
March 10-19 +South by Southwest: Sponsored Soiree of Emerging Talent
April 3 +Summer Soiree Pre-Launch Event: Los Angeles CA & Austin TX April 14-16 +Coachella: Sponsored Soiree of Emerging Talent
April 17 +Begin Distribution In-Store: Kendra Scott locations only May 1 +Now Available Online +Begin Advertising for Mother’s Day Event May 14 +Mother’s Day In-Store Event
timeline
+Sold in Kendra Scott stores only +Available for purchase at Pre Launch Events/Emerging Talent Nights +Available online 2 weeks prior to Mother’s Day
distribution
+Begin distribution in-stores on April 17th
Pre Launch
Sponsored Soiree of Emerging Talent +Kendra Scott Airstream +Purchase Summer Soiree before available in stores at launch events +Instagram/Facebook short film +Pre-Launch Events live on Instagram/Facebook
Post Launch/Sustain Sales
+Post images from pre-launch events +Launch event in stores with special display for fragrance: a Soiree in stores +Scent Bar in stores +Champagne in stores while shopping +Free sample of Summer Soiree with every online purchase +After 4pm in any Kendra Scott store, 20% of purchased price goes to charity +Advertise in combination with jewelry and home goods
marketing plan
Summer Soiree Launch Event: +Location: Los Angeles CA & Austin TX +Top Influencer as Host +Guests invited include famous instagram bloggers, women who entered a contest to participate, and fashion forward ladies in the immediate area +Offer services such as manicure station, color bar, champagne cocktails, amuse bouche, styling, and instagram photo wall +Feature Summer Soiree Fragrance with free rollerball on each seat +Allow ladies to select gemstone lid topper from the Color Bar +Play Summer Soiree Fragrance video on projector throughout night
Summer SoirĂŠe event
Summer SoirĂŠe by Kendra Scott