Island Water Communication Strategy & Launch by Julia Harvey

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CONTENT

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INTRODUCTION C R E AT I O N CONSUMER FRAGRANCE LUXURY D I G I TA L LAUNCH FUTURE STORES F U T U R E C O L L A B O R AT I O N S CONCLUSION REFERENCES

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CREATION

Island Water was founded in 2014 with the British Isles in its genes. A luxury, female fragrance created around the fact we are an island nation, we are reviving British appreciation through memories in scents. We are a British brand. We want to bring back British appreciated without a ‘Keep Calm and Carry On’ mug or Cath Kidston clad tea party in sight. We are about what makes Britain a part of us, the memories, we are island water . My group and I began the creation through primary research. The winter floods of 2013 were a stark reminder that we are surrounded by water, our friend and foe. An Island which stands alone, small in size yet when faced with a crisis such as this, a force to be reckoned with. The camaraderie which followed in the fall out of these natural disasters inspired us. As well

as our favourite memories of Britain. ‘Smells can trigger memory nostalgia , and mental pictures.’ (Wiff, 2008) a quote which cemented this idea shows how strong the relationship is we have with scent. Primary research took us to our capital city where we explored british fragrance houses such as Miller & Harris and Penhaligans. A talk with Penhaligans Richard assured our initial ideas further, he revealed, “I find it amazing that no one has ever created a fragrance based around the fact we are an Island nation surrounded entirely by water.” We also found that primarily most of these heritage, British based fragrances where unusually unisex, for example Jo Malone. The design of the stores and products seemed to be of an old school, heritage style leading us to our contemporary female consumer.

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CONSUMER Our chosen consumer is a modern female who lives a contemporary life. We want to create an emotional connection by evoking fond memories in our scent. It’s stated here that, “Making women feel good during their brand experience is one of the most effective ways to increase these brand memories” (Wonder Woman, 2008) which should encourage

both a positive brand image and repeat purchase. Factoring in the current economical state also aided our final consumer decision, “The recession has proved that the ‘lipstick effect’ works, where women are treating themselves to affordable, little luxuries when money is tight whilst cutting back on bigger purchases.” (Alexandra Richmond, 2012)

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FR AGR A NCE

Our fragrances should tell a story, engaging with the consumer, allowing reality to fade a little and be replaced with a sense of nostalgia. Our initial fragrance, ‘Of the Sea,’ will be the first of a three part collection to be released. ‘Woman prefer to gain their knowledge through stories and emotional experiences.’ (Wonder Woman, 2008) Through combining base notes of jasmine and natural homme with top notes of memory provoking, gourmand scents such as salt, candy floss and the rust of the pier a snapshot of seaside holidays is created. A unique fragrance is created, exuding British wit and nostalgic charm yet

maintaing a contemporary, unique scent representing our consumer. This will be followed by the second and third fragrances. ‘Of the Country,’ inspired by the great British countryside and ‘Of the City’ with notes of gin and tobacco, capturing some of the scents of our Capital City. Being a fragrance house inspired by Britain, we want to develop a brand which is true to this. Using British perfumer CPL Aroma who are basic in Bishop Stortford to develop our scents, we’re being true to our promise of British Appreciation, establishing a trusting relationship with our consumers.

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LUXURY Before Island Water is launched brand guidelines surrounding it’s luxury market position need to be established. ‘Guidelines will be used by a cross-section of internal people… they need to be simple and robust.’ (The Brand Handbook 2008) This will ensure the appropriate language and tone of voice, for example, will be maintained across all marketing platforms. We wanted to keep our brand in the luxury segment therefor an element of formality must be kept. However we also want to build and maintain a

strong, emotional connection with the consumer, so emotive language should appear too. For example; our logo. On one hand the font is strong, simple and formal yet on the other, the tag line ‘No one is an Island,’ a quote from John Donne (1624) is a relatively emotive quote, representing the camaraderie within our nation. We will carry these guidelines into our marketing by ensuring all packaging, advertisements and media platforms maintain the simple, contemporary miss-enscene.

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DIGITAL

As a new brand, we need to establish ourselves by creating a buzz, eventually resulting in brand equity. We want to launch the brand first before the official launch of our first fragrance Of the Sea. PR events will promote us, introducing our DNA and brand essence initially. In order to begin our word of mouth marketing we will send out our sample bottles and brandzine to bloggers we feel our consumers can relate to. Sandra Hagelstam of 5inchandup.com or Ella Gregory from cocosteaparty.com for example, would be appropriate platforms as we felt our consumer wold follow these bloggers on a number of social media platforms. ’70% of woman learn about a new product from another woman… women tend to shop on recommendation.’ (Wonder Woman, 2008) This is almost a type of celebrity endorsement, however done in a way which is appropriate for Island Water. Maintaining our tone of voice. As we want to keep a luxury, exclusiveness to

our products we will rely a lot on word of mouth advertising, steering clear of brash, blatant adverts. To begin our online community we will ask the bloggers to use the hashtag #beislandwater to give our consumers a voice, inviting opinions and stories of their British memories. Not only can we then calculate volume of discussion, this can also channel traffic to our website, Twitter, Instagram and Pinterest. This should build us a small following, allowing us to use iBeacon once our boutique stores have opened in the future. During our London research trip we found developing technology, iBeacon becoming popular. Walking into Libertys an email was sent to a group member with an offer from NARS. To modify this technology to be appropriate for Island Water we would send out personal email with limited edition packaging, or collaborations in future. We would try to avoid emailing deals as I week this isn’t brand appropriate, losing a little of the luxury elements.

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During our London research trip we found developing technology, iBeacon becoming popular. Walking into Libertys an email was sent to a group member with an offer from NARS. To modify this technology to be appropriate for Island Water we would send out personal email with limited edition packaging, or collaborations in future. We would try to avoid emailing deals as I week this isn’t brand appropriate, losing a little of the luxury elements. Pop up stalls giving out samples, brandzines and carrier bags would appear for short days around Covent Garden, Brighton to name just a few. I feel our consumer would spend their tim here should they want to go somewhere out of working hours. I love the idea of having a type of ‘Flower Cart,’ replacing the flowers with our smaller sample bottles, products which feature in the scent, brandzines Island Water postcards, for example, could be created. This method of guerrilla marketing would begin to create a buzz, and hopefully lead to Instagram traffic. I feel a type of guerrilla marketing is brand appropriate as it maintains a certain exclusive feel. ‘Guerrilla marketing effort are enormously successful with generation Y.’ (Emotional Branding, 2009) which is perfect as our consumer is primary generation Y. A technique Jo Malone used when opening her first New York store was to send a number of Malone carrier bags to friends to carry around near the store opening, days before the launch. Already this catches the eye of passersby, creating interest around the Island Water logo. We would take inspiration from this technique giving out luxury carrier bags

from our carts containing the brandzines or samples to our target consumer, this should start a small level of interest. Being an emerging, luxury brand we feel we would benefit from keeping PR in house, this way we are able to maintain the correct Island Water language. However, ‘as your business grows, you may consider contracting out media work to a professional PR company, up until that point the experience of doing it yourself will enable you to brief the new PR person of your requirements.’ (Effective Marketing, 2001) Once brand equity has been established and we can justify bringing in an experienced PR company to the Island Water house. PUSH PR, for example could be an appropriate candidate, a London based, luxury lifestyle PR company. Promoting a lifestyle is what we’re all about, we want consumers to feel a part of us, reliving their memories through us and feeling emotions when they stumble upon Island Water. Maintaining an exclusivity and luxury feel to our brand will require very considered marketing platforms. Doing this will mean ‘the consumer is assured that the luxury products will not become everyday products.’ (Fine Fragrances) Neta-Porter magazine for example, would be a brand appropriate platform targeting at a consumer, I feel, is perfect for Island Water. This takes the form of both print form and also as an onine magazine. Perfect for busy working women, ideal for our consumer. Other print advertising could feature in Libertys in store magazine for example as, again, the tone of voice is suited to our consumer.

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#beislandwater

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P O R T E R M A G A Z I N E , I N S TA G R A M & D P S

ONLINE MARKETING

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LAUNCH

Next comes the launch of the store. To ensure the consumers believe in our concept we need to ensure the launch is as good as our product. A successful PR collaboration is the opening of the J. Crew store on regent street, their PR company ‘Mission’ liaised with set designer ‘Shona Heath’ resulting in the balloon clad exterior of the store, creating a buzz about the forth coming opening, and also, on the practical side of things, keeping an aesthetically pleasing shop from during renovations. These balloons were then released in a rainbow of colour to mark the opening. With the Island Water brand on our consumers’ minds, the product is ready to be launched.

Our opening will be marked in the form of a pinnacle event in Spring 2015, although this doesn’t line up with the fragrance markets busiest times, Christmas, it does fit with the fragrance itself. Ensuring we build on the story of our products and keep an honest relationship. Originally we wanted the event location at the seaside, to embody our fragrance ‘of the Sea.’ However, this may not be practical for industry guests, who would have to book travel or hotels, with this in mind we plan to bring the Seaside to the City. I feel this represents our fragrance perfectly, allowing a little nostalgia and memories to be brought to the guests everyday life - exactly what Island Water aims to achieve.

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A count down to the launch of ‘Of the Sea’ will then begin online the launch party will be streamed live on the website, taking inspiration from Kate Moss x Topshop collection which allows the public to be a part of the event. VIP guests such as bloggers and fashion writers will receive invites in advance stating the event will take place in London, the exact address will then follow on the launch day. This will keep the air of elusiveness and luxury surrounding Island Water. Bringing the Seaside to the City will be a guerrilla marketing method to celebrate British talent. Our first store would be based in Covent Garden, with neighbouring designers Kate Spade, an ideal location for our consumers tastes. It is here the seaside will be brought too. A collaboration with fashion set designer Shona Heath would ensure a beautiful, brand appropriate seaside be built. The event would need to take place both inside and outside the store. Island Water ice-cream vans, food stalls and small-scale fairground rides would be created. Maintaining our minimal colour palette and fonts of course. We aim to keep our British promise, all food and drinks served here shall be sourced from within

the UK. Encouraging up and coming British catering talents to create cocktails and dishes. ‘The Epicurean strives to champion this cultural heritage.’ (www.epicureantimes. com 2014) We would love to have The Epicurean to cater our event as I feel they share they same passion for British appreciation. Cocktails would be created by Sipsmith who are a independent spirits company. ‘The quintessential expression of a classic, traditional London Dry Gin.’ (www. sipsmith.com, 2014) would be used to ensure our message carries through to even our drinks. Another factor to our event would be the music. ‘Critics’ Choice nominee Ella Eyre’ (www.brits.co.uk, 2014) is the voice of our video advert, therefor we would enjoy performances from Eyre throughout the evening. This again shows our support to up and coming British talents. I feel her voice represents our brand perfectly as she sings with such emotion. ‘The art form closest to perfume, the one that provides perfume with its distinctive vocabulary, is music.’ (Perfume, 2006) Both can provoke feeling within us, so an appropriate sound to our event is a must.

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f i g. 1 0 Th e E pi c u ra n G i n Co c k ta i l.

fig. 11 Flower Cart.

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FUTURE STORES

Similar events will be held in the future to release each new perfume. If the launch for ‘Of the Sea’ should materialise in the Spring of 2015, we will then go on to launch the ‘Of the City’ fragrance during the winter months. A warmer, comforting scent with notes of sloe gin and charcoal in time for the festive season. With the Countryside scent being released Summer 2016 ready to transition the consumer from warm, winter scents, to fresh, clean, summery notes. Should the success rates be as we’d have hoped, we will then go on to open second and third boutique stores. Islington would be a wonderful location, I feel, as our consumer will enjoy being in this area, increasing footfall. A store in Brighton would also be ideal, the characteristics of our consumer are embodied in this location perfectly. Boutique stores represent our brand, we want to keep the relationship with our consumer strong and full of trust. Online we need to continue this customer service, ‘generation Y are natural born techno shoppers’

(Emotional Branding, 2009) and with our working girl being continuously on the go, online shopping will be the norm. To do this we must ensure packaging for both delivery box and bottle have a luxury feel. Again, all materials shall be from British companies to ensure authenticity. Suttons Packaging based in Devon, for example, would be ideal. Selective Distribution is a must within the luxury market. ‘The manufacturer is able to create and maintain an original and prestigious brand image,’ (Fine Fragrances) through selective distribution. For example we could sell a number of units if we distributed in a department store such as ‘Debenhams,’ but this would be inappropriate for Island Water. This would diminish our trust with the consumer as we aren’t committing to our brand essence of luxury. A brand appropriate distributors would be Liberty. I feel Liberty’s represent what we, as a brand, celebrate. They are able combine British heritage with contemporary trends and style yet maintaining their luxury persona.

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FUTURE COLLABORATIONS

This leads me to future collaborations. Looking to other brands for inspiration I came across Stone Fox Brides, a NYC based, niche bridal boutique. The Stone Foxes have collaborated with British designer Savannah Miller, designer sister to the beautiful Sienna Miller. Having a Miller sister as a brand ambassador could create a mutual link, point of similarity between the two brands and therefor the two countries. In terms of having Savannah Miller as a brand ambassador I feel she would be a credit to our brand and also create a future collaboration opportunity. Limited edition packaging could be a more obvious suggestion, or, on a more niche tangent, a wedding inspired fragrance could be created which would complement her niche wedding gown collection. This would have to be carefully considered in order

to steer away from anything tacky. I do feel, however, that memories of a wedding would be something our market could relate too. Creating a niche ‘sub-consumer’ category of unique brides who want to capture and keep another, newer memory. Where collaborations with events could take place, the festival Secret Garden Party, which takes place in the beautiful Cambride countryside, could host perfumery ‘booths’ selling limited edition festival inspired fragrances, for example berry ciders, flare scents etc. These, of course, would need to be travel or sample size to accommodate the budget of festival go-ers. I do feel that this would be one of the only festivals we would appear at as we wouldn’t want to lose sight of our consumers tone of voice.

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IN CONCLUSION We want the launch of Island Water to maintain our DNA in our sights. Evoking and building trusting relationships with our consumers. We want to treat them to feel a little nostalgic about Britain. Reviving what we feel is great about us as an Island, without resorting to the sickly sweet themes of The Great British Bake Off. I feel that combing the online community into the luxury market

should capture the contemporary elements of Island Water. We must assure all aspects of the launch and beyond are brand appropriate as customers must believe in us. Our consumers will make Island Water complete, modern women, strong and forward thinking with a treasured collection of childhood memories forever keeping her a loyal Brit.

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REFERENCES: Alexandra Richmond. (2012). Mens and Womens Fragrances. Available: http://store. mintel.com/mens-and-womens-fragrances-ukseptember-2012. Last accessed May 2014. Iain Ellwood (2008). Wonder Woman. New York: Palgrave Macmillan. p36. C Russell Brumfield (2008). Wiff. London: p12. Iain Ellwood (2008). Wonder Woman. New York: Palgrave Macmillan. p162. Iain Ellwood (2008). Wonder Woman. New York: Palgrave Macmillan. p201. Marc Gobe (2009). Emotional Branding. UK: -. p71. Marc Gobe (2009). Emotional Branding. UK: -. p20. Monopolies and Mergers (2004). Fine Fragrances. London: HMSO Publications Centre. p.27. Monopolies and Mergers (2004). Fine Fragrances. London: HMSO Publications Centre. p.27. Peter Hingston (2001). Effective Marketing. London: Dorling Lindersley. p125. Richard Stamelman (2006). Perfume. Park Avenue, NYC: Rizzoli International Publications, Inc. p44. Wally Olins (2008). The Brand Handbook. High Holborn, London: Thames and Hudson. p91.

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ILLUSTRATIONS: fig. 1 - http://media-cache-ak0.pinimg. 16.05.14 fig. 2 - Island Water Photographs. 20.04.14 fig. 3 - Island Water by Julia Harvey 15.05.14 fig. 4 - http://vampirezoo.deviantart.com/ art/Water-on-the-Window 1.6.14 fig. 5 - Brighton photography by Julia Harvey 11.04.14 fig. 6 - gb.pinterest.compinhatstyle.jpg 03.06.14 fig. 7 - Brighton photography by Julia Harvey 11.04.14 fig. 8 - Created fir Island Water Presentation 22.04.14 fig. 9a - Island Water photography 20.04.14 fig. 9b - instagram.com/beislandwater 17.03.14 - Tablet & iPhone apple.com 02.04.14 fig. 10 - Gin Cocktail. http://gb.pinterest. com/pin/stone-fox-brides. 02.06.14 fig. 11 - Flower cart http://www.thisisglamorous.com/ 02.06.14 fig. 12 - Brighton photography by Julia Harvey 11.04.14 fig. 13 - http://assets.coolhunting.com/ 01.06.14

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JULIA HARVEY N0521364 FA S H 1 0 1 0 6