ELEMENTAL B R A N D & P R O M O T I ON
I. ELEMENTAL PROMOTION REPORT II. CREATIVE NETWORKS
III. FASH10106
IV. KATIE DELO
VI. N0561344
FIG 1. Lifestyle image (2015) (Teamwork)
WELCOME LETTER
The sense of smell has a powerful influence over our emotions,
memories and reactions (Williams, K; 2011). Elemental Fragrance strives to communicate a refreshing, recognizable and empowering feeling to the consumer through the scents. The key objectives for the products of Elemental are to portray a fresh, individual and natural fragrances that are kind and non-harmful towards all skin types, also posing as a great alternative to synthetic fragrances. In addition to this still offering a luxurious essence and achieving desirable branding, marketing and design.
This report will discuss in depth the intentions for the brand
and their consumer base. Cohesively it will be delving into the development and strategic proposal of the promotional activities for the first six months of the launch of Elemental.
TABLE OF CONTENTS CONTEXT 4 Pest Analysis
5
Swot Analysis
6 THE BIG IDEA 9 10
The Scents Our USP & Positioning
11-12
The Consumer
13-16 THE CREATIVE CONCEPT 17-18
Mission statement
19
Brand model
20
Brand Identity
21-22
Advert inspiration & Visualisation
23-24
Final Advert
25-26 EXECUTION 27-30
Consumer decision process
31
Visualisation of communication tools
32
Sequence of events
33-36
Summary
37-38
Appendix
39-40
CONTEXT
3.
As
a design team, in order to support and collate our ideas and inspirations for our brand and product, we explored a range of macro and micro trends within society along with the fragrance and beauty industry. Also researching into potential opportunities and niche gaps in the market for inspiration for new and future products. ‘The macro marketing environment refers to the wider situation impacting on all businesses’. (Posner, 2011,pp.65) The key areas that we discovered and explored further were, environment and health and feminism; also touching upon customization, long lasting scents, and sampling. Today, consumers are becoming a lot more educated a suspicious of the chemicals and ingredients that are used in personal care products, and many individuals seeking safer alternatives. As ‘naturals in general are much healthier and provide scents for green living’ (Pour Le Monde, 2015), health and the environment deems to be the bigger driver than appearance currently in the industry currently. (Mintel, 2014). To support this, in a survey we asked potential consumers if they are aware of the ingredients contained before their purchase of a fragrance, in which 85% answered no, suggesting that some brands are failing to illustrate the extreme toxicity that fragrances can contain. In addition to this 46% said that they would be willing to pay a little more money for a fragrance with natural ingredients. In Mintel’s 2014 Fragrance report, (Mintel, 2014) it stated that there is a developing interest in extending fragrances lifespan; emphasizing a desire to save money as less fragrance will have to be applied. When asking potential consumers if they would be interested in a fragrance primer a total of 47% said yes, as 46% admitted that they think that their fragrance scent only lasts for a couple of hours after the initial application. Mintel’s 2014 fragrance report also states that customisation is a ‘niche but growing trend.’ (Mintel, 2014) Overall just 3% of fragrance users agree that they prefer scents that have been customised specifically for them; however this could be argued that it has been reflected by the very limited availability of these services. By the offering customisation services brands not only inspire their brand loyalty and build a more personal relationship with their consumer, they could avoid wasting time, money and resources by creating an exactly what the consumer is asking for. ‘Making customized products more accessible and diverse presents an opportunity for brands in the fragrance market’. (Mintel, 2014) An example this within the fragrance market would be The Selfridges fragrance lab. In May 2014 in conjunction with The Beauty Project, House of Givaudan and technology, the Selfridges lab carried out a lifestyle profile questionnaire to identify consumers personalities and preferences, in order to create a recommended custom fragrance best to suit them from the scent all the way through to the packaging. This service was available online and in store. We then started to develop potential ideas for our brand and product by combining our research of the macro and micro trends with our survey results. The three trends that stood out the most were the consumer’s concern for their health regarding the ingredients, the environmental factors of fragrance and feminism.
4.
PEST:ANALYSIS
FIG 2, Swot Analysis (2015) (Own work)
5.
SWOT:ANALYSIS
FIG 3, Pest Analysis (2015) (Own work)
6.
THE BIG IDEA ‘Consumers are overwhelmed by the stresses of daily life’ (Agilex, 2015), from
work to family and never ending ‘to do lists’, combined with the complicated over-connected world of 24/7 communication; a desire for consumers to simplify and reconnect with the natural world, has been fueled helping to ‘bring a greater sense of wellbeing to their lives’ (Agilex, 2015). We soon established after furthering our research that if we were to target a natural perfume at a working woman, this would be a compatible combination of all key trends enabling us to combine feminism, Environmental and Health trends.
FIG 4, Visual Art one (2011) (Polly Bagnall)
FIG 4, Visual Art Two (2011) (Polly Bagnall)
8.
Natural
The big idea for our brand Elemental is essentially based on organic and natural ingredients. As there are very few brands within the luxurious market that offer purely natural scents with a sophisticated, desirable and on trend brand values; a key objective of Elemental is ensuring that we have a distinct luxurious branding, steering clear from the generic branding within the natural fragrance market. Elemental will construct four long lasting fragrances Inspired by the elements of the universe: Earth, Air, Fire and Water. These will either be sold individually or together in a gift set. ‘The relationship between consumers and fragrance is personal, emotional and uniquely magical. Consumers consider fragrance an important part of their lives, their wardrobe and their self-expression’ (Agilex, 2015).
Personal
Elemental strives to create a personal and loyal brand encouraging to engage into consumerism as much as possible, supporting the established niche gap in the market. As consumers continue to look for an identity and connect emotionally and personally to a fragrance (Agilex, 2015), each individual scent will have a different personality and will contain ingredients that demonstrates to the consumer the core characteristics ,also fitting its aroma , giving our consumer a choice of scent to best suit their mood or occasion. ‘Earth’ will contain Rose oil and Chamomile, providing a tranquil tone that would be perfect for a relaxed day off work. ‘Air’ will be made up with Jasmine and Vanilla providing a light and fresh aroma which would be a reassuring relaxing sensation before a busy day ahead. The spicy scent of ‘Fire’ will be built up with citrus, cinnamon and patchouli, is a great match for a special occasion or a sensual scent for a date night. Finally Sea salt and hints of mint will be the prominent ingredients for ‘Water’, offering a revitalizing and virginal essence, that could be applied for refreshment or kick of energy (See fig 6-9).
Layering
Although the fragrances work well on their own, they can equally work well when layered together, allowing our consumer to create and build up their own unique fragrance, depending on their personal preference. This is the key factor that makes our brand personal.
Long lasting
Our fragrance will be an ‘Eau de Parfum’ fragrance as this is the longest lasting perfume. The reasoning for this is that when the top notes of the perfume have died away the middle notes become more prominent (Hello, 2010).
Honest
Through our research it has been proven that there has been many harmful effects caused due to synthetic ingredients. One of the main issues within the industry is that many popular fragrance brands fail to illustrate the extreme toxicity that many fragrances can contain. As previously stated, there is a bigger demand in the market for consumers to know exactly what is in the bottle. With Elemental fragrances being 100% natural and our brand being completely honest to our consumer about the contents of the scents, this means that we are answering and fulfilling a consumer need.
9.
THE SCENTS
Fig 6, Earth Scent (2015) (Own work)
Fig 7, Air Scent (2015) (Own work)
Fig 8, Fire Scent (2015) (Own work)
Fig 9, Water Scent (2015) (Own work)
10.
OUR USP & POSITIONING Our unique selling point is that we
offer a fresh, luxurious and exciting concept as we offer several 100% natural long lasting fragrances, which can appeal for any mood or occasion. Elemental aims to create an honest and trusting connection with the consumer within the ingredients aspects, within the sophisticate luxury market. ‘Brands are what consumers perceive them to be’ (Jiwa, 2012, p.57).
11.
The individual 50 ml scents will be retailed at £80, and our 30ml fragrance gift set will be sold at
We
£192.
have positioned our brand amongst Penhaligons and Issey Miyake, along with our other perceived competitors (see fig 10). As all of these brands offer scents with organic ingredients and are also based in the luxury market, this is the reasoning for us to visualize them as our opposing competition.
THE PERCEPTUAL MAP
Fig 10, Perceptual map (2015) (Own work)
12.
THE CONSUMER
The
biggest demographic within the UK in 2014 was men and women within the age structure of 25-54, with the total being 41% (Index Mundi, 2014). This was a big indication that we should target the biggest demographic within the UK. ‘ Customer segmentation is one of the key functions of marketing. It aims to divide a large customer base into smaller subgroups that share similar needs and characteristics’ (Posner, 2011. pp105). Our product is primarily aimed at the Independent working woman, who lives a busy but luxurious lifestyle, which has a disposable income and desire for a personal natural scent. An example of a consumer profile is shown in fig. ‘Another form of demographic segmentation is to classify consumers by generation. This considers the effect of the existing political, economic, social and cultural situation someone is born into. More specifically, it takes into account the period when a consumer comes of age as a teenager or young adult as this will play an important part of shaping their opinions and attitudes’ (Posner, 2011 pp 108). We established very early on in our research that it would be best for our brand to not pin a limited age range on our consumer as the ages that women would work from and to, is on a large scale. Also attracting consumers that want synthetic free fragrances. Fashion designer Erdem Moralioglu once said “I don’t have an ideal, just someone who genuinely likes my clothes, between 18 and 81” (Posner, 2011.pp 109), In reflection to this Elemental strives to have a consumer, that genuinely likes the products and is interested in Luxurious natural fragrances, between 25 and 50. This would mean that Elemental’s consumer would fall into the Generation X category, as well as the older generation of Generation Y (Posner, 2011.pp 109-110).
Fig 11, Consumer portrait (2015) (Fashionary eye)
14.
Fig 12, Consumer moodboard (2015) (own work)
15.
Fig 13, Consumer profile (2015) (own work)
16.
THE CREATIVE CONCEPT
The brand values of Elemental enables us to be capable of ‘differentiating its offering and value for customers” (Posner, 2011, pp 133), allowing our brand to be defined as a ‘Private brand’. The key values, to Offer a luxurious service and product and personal connection with our consumer has been consistent throughout the development of Elemental.
Fig 14, Grey heart stone (2015) (Fashionary eye)
“ Offering a fresh , luxurious and personal product and service to our consumers”
18.
MISSION STATEMENT
19.
BRAND MODEL
Fig 15, Brand onion (2015) (Own work)
20.
BRAND IDENTITY
Logo
Fig 16, Brand Logo (2015) (Team Work)
‘A symbol is a type of visual metaphor, whereby one thing represents another’ (Barry, 2012, p. 35). In collaboration with a graphic design team, we were able to create a distinctive and innovative trademark that cohesively represents our brand aesthetic and product, adopting the idea of the elements of the universe within the triangles. (Fig 16.)
Strap line ‘YOUR SCENT, YOUR OCCASION’. An aim for a strapline is to make customers and potential customers aware of your brand and products. A good strapline will be remembers, resulting in people more than likely remembering a brands products, qualities and services (Bizhelp24, 2010). ‘If your idea truly is simple you should be able to describe it in one sentence’ (Barry, P. 2012). Elemental’s Strap line is ‘Your scent, your occasion’, this connotes the message to the audience in one sentence of primarily using each scent for a different mood or occasion, or the consumer layering up the scents to create their own personal fragrance.
Colour Palette Our core colour palette consists of subtle and muted tones, as we felt they would be the best to communicate our brand aesthetic. Each scent consists of distinct ingredients we have selected a different colour to represent each scent. Green for Earth, pink for Air, amber for Fire and aqua for water.
CMYK 33 / 4 / 98 / 0
CMYK 20 / 33 / 17 / 0
CMYK 4/ 24 / 57 / 0
CMYK 30 / 8 / 12 / 0
Packaging A brands design aesthetic and personality is a tool for building relationships between a brand and its consumer. Elemental strives to have products that are ‘the visible symbol of the personality and a physical manifestation of the brand values’ (Posner, 2011). The bottle and packaging designs mirror our core brand values of luxurious and simplistic. By using white and grey tones for our fragrance boxed this enables to emphasize a personality of each scent using a hint of colour on each bottle. (Fig 17-18)
Fig 17, Gift set packaging (2015) (Team Work)
Fig 18, Individual packaging (2015) (own Work)
22.
ADVERT INSPIRATION & VISUALISATION Inspiration for Elementals promotional photoshoot came from photographers Donald Bowers and Maren Caruso. Bowers is a commercial, highly creative and energetic photographer in New York City, whose passion lies in creating fun and unique still life portraits, incorporating elements of rawness and unpredictability (Bowers, D; 2015). Maren Caruso, a photographer from San Francisco ‘brings curiosity, and an eye
23.
for light and beauty to conceptual food and product still life photographs’ (Caruso, M 2015). These influences enlightened the idea of capturing our own still life shots, incorporating the combination of ingredients for each scent, allowing us to stick to our brand design aesthetic but also allowing elemental to have a distinctive and attractive approach to our target consumer.
24.
Fig 19, Advert Visualisation moodboard (2015) (own work)
25.
26.
Fig 20, Final Print Advert. (2015) (own work)
EXECUTION
Fig 21, Visual Art 3 (2015) (Fashionary eye)
METHOD After the first initial launch of elemental, social media and magazine advertisements will primarily be the brands source for a constant connection with the consumer. MEDIA Elemental will use a variety of media channels, enabling us as a brand to create as much awareness as possible. MESSAGE Elemental wants to portray the message of trusted natural fragrances, which can be worn either individually or by layering allowing the consumer to create their own scent depending on their mood or occasion. TIMING The brands promotional activities, will be active daily however also timed to coincide with the Spring/ summer seasons.
29.
C O N S U M E R M A R KE T I N G T H E O R Y The relationship marketing theory devised by Professor Robert Lauterborn recognizes the importance of building long-term relationships between a business and its customers, the aim being to attract loyal customers who will spend consistently over time. This is by changing the P’s into C’s, shifting the emphasis away from product, place price and promotion onto the consumer (Posner, 2011. P 48). In fig 22, the theory has been applied to our brand.
Four 100% Natural and personal fragrances inspired by the elements of the universe. Sold individually or in a gift set
A desire for a personal and 100% natural fragrance, proven from research sources.
Individual scents- £80 Gift box- £192
One payment. Gift box can be perceived as a better value for money as it includes all four scents.
Online exclusive
Provide an exciting and personal experience when scents are delivered directly to them
Chelsea Flower show Social media channels Magazines Pop up shop
Social media channels will keep the consumers constantly updated with the brand, maintain the personal relationship between the consumer and the brand. Fig 22, Changing P’s into C’s (2015) (own work)
CONSUMER MEDIA DIARY In order to connect with our consumer, we will use a variety of social media platforms to promote the brand services and products. By carrying out our consumer media diary this helped us to come to the conclusion of which media platforms would be best to use as it informed us of the platforms that our consumer is most familiar with using on a regular basis. Fig 23, Consumer Media Diary (2015) (own work)
Wake up
Getting ready Travel to work Lunch Time
Journey home from work Evening
Turn off alarm Look at phone / whats app Listens to radio & news channel Checks Facebook Bill boards Posters Checks emails Social media sites: Facebook/Instagram/twitter/Pintrest Reads magazine- Harpers Bazarr Reads online daily mail Bill boards Posters Checks emails / messages / whatsapp Checks all social media Watches Netflix and evening news
COMMUNICATION CHANNELS After establishing what social media and channels we were going to use to communicate with our consumer, we then categorically decided what message we wanted each platform to portray. Our website is the primary platform that we hope to attract our consumer to. The website will include the latest promotional images and videos, knowledge on the brand and products. Our website will also be offering an education to the consumers about harmful synthetics. Platform
Awareness of brand
Present the product & concept
Full range of products
Videos
Promotional Images
Fig 24, Social media graphics (2015) (own work) Fig 25, communication channels (2015) (own work)
COSUMER DECISION PROCESS
T h e AIDA m o d e l
The AIDA model is a process that attempts to demonstrate how a consumer moves from awareness to purchase (Lea- Greenwood, G. 2008.p 160). In fig 26. is a demonstration for elemental.
Fig 26, AIDA Model (2015) (own work)
Loyalty loop ‘Authentic brand values and an engaging brand identity are powerful communication tools. If a consumer forms a positive image, they are likely to remain loyal and become advocates of the brand’. Fig 27 shows Elemental’s brand loyalty loop.
Fig 27, Loyalty Loop (2015) (own work)
VISUALISATION OF COMMUNICATION TOOLS -
Fig 28, Website design mock up (2015) (own work) (Graphic Burger)
Fig 29, Magazine mock up (2015) (own work) (Graphic Burger)
32.
SEQUENCE OF EVENTS
THE CHELSEA FLOWER SHOW The Chelsea Flower show is an annual event hosted by the Royal horticultural society, whereby the grounds of the Royal hospital Chelsea are transformed into inspirational show gardens, and vibrant horticultural. Each year the event attracts over 700,000 visitors to admire the gardens and make purchases on exhibit products, with 72% of the visitors being women, millions more are also attracted via the media (RHS, 2015). With collaborating with the Chelsea flower show, elemental will be able to reach out and connect with our target consumers by exhibiting the products first hand, whilst also having an advertisement in the shows garden magazine. The annual event takes place in May, therefore Elemental will be launched as a spring/ summer fragrance.
POP-UP SHOP To generate further awareness of our brand, after the first initial launch of our brand at the Chelsea Flower show, we will have a pop-up shop in luxury department stores Selfridges, Harrods and Liberty. This enables our consumers to take away free samples of the scents, and experiment with the layering the fragrances, offering an exciting in-store experience. Not only will this attract our target consumer, but could attract friends and family members of our consumer and also other customers of the department stores.
JANE IREDALE COSMETICS COLLABORATION ‘Successful collaborative partnerships manage to build upon the power and recognition associated with each contributor’. Collaborations allow a brand or designer to: attract new customers, generate new business opportunity, gain credibility in a new market and innovate and develop alternative creative approaches (Posner, 2011. P179). We have proposed a collaboration with make-up brand Jane Iredale, as both brands have a resembling brand aesthetic, target market and consumer. The Jane Iredale brand provides a product line that has ‘the utmost integrity and the ability to enhance the lives of women through its effectiveness, simplicity and beauty’ (Jane Iredale, 2015). All of the brands products have skin care benefits and are safety, allergy, clinically and demonologist tested to ensure avoidance of any ingredients that may be skin sensitizers. ‘Jane’s success in reaching women of all ages and nationalities is based on the belief that make up artistry comes not from trying to make a face conform to the latest fashion trends, but from enhancing the wearers natural beauty and, as a result, allowing her personality to shine’ (Jane Iredale, 2015). This links into our personal approach with our scents. Taking into consideration that Elemental fragrances brand is based on natural ingredients, we believe that a collaboration with the Iredale brand would collate perfectly with our brand and would be beneficial to each party. One creative proposition would be to include a 20% discount on Elemental fragrances, when spending £30+ on Jane Iredale cosmetics. Another proposition is for the Jane Iredale brand to compose a makeup line that reflects each scent. An example of this could be a light cameo pink eye shadow and lipstick that would resemble the ‘Air’ scent. Another factor would be that when a customer has purchased any cosmetic product, a free sample set of all four scents will be given away. By collaborating with another beauty industry sector it allows product development opportunities for both brands and is a great way of gaining credibility, also opening an opportunity to broadening their consumer base.
MAGAZINES ‘The relationship between magazine and reader is a bond built on trust, self-identity and a number of needs for which the reader turns to magazines’. ‘Consumers take a magazine to their hearts and minds and might describe it as a reflection of themselves, much as they might describe a brand’ (Lea- Greenwood, G. 2008. p 41-42). Our consumer media diary proved to us that our consumer engages with a variety of different fashion and lifestyle magazines. Our brand advertisement will be published in Monocle, Cereal, The plant, Women’s health, Harpers Bazarr, Vogue and Elle magazine.
33.
Fig 30, Chelsea Flower show (2013) (Radio Times)
Fig 31, Popup shop layout, (2015) (own work)
VISUAL TIMELINE OF FIRST SIX MONTHS
Fig 32, Visual six moth plan. (2015) (own work)
SUMMARY We believe that Elemental will have a successful future and are confident that our
promotional plan activities and range of media channels will help us to push our brand to its full potential, connecting with our consumer and educate them on our brand. As a team we feel that Elemental offers a fresh, unique and luxurious product to our consumer, and believe that we have successfully created a product that has been a much needed desire for the industry and our consumer.
ILLUSTRATIONS
REFERENCES
FIG 1. Lifestyle image (2015) (Teamwork) Delo, K. (2015). Lifestyle image. (Developed as a team). Nottingham Trent University.
Agilex, 2015. Fragrance Trends of 2015. Agilex. Available at: http://www.agilexfragrances.com/ fragrance-trends/. [Accessed 28 March 2015]
FIG 2, Swot Analysis (2015) (Own work) Delo, K. (2015). Swot Analysis. (Developed as a team). Nottingham Trent University.
Barry, P. (2012). The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. 2nd edn. London: Thames & Hudson.
FIG 3, Pest Analysis (2015) (Own work) Delo, K. (2015). Pest Analysis. (Developed as a team). Nottingham Trent University.
Bizhelp24, 2010. What is a strapline?. Bizhelp24. Available at: http://www.bizhelp24.com/marketing/advertising/straplines-what-are-they-and-how-can-you-use-them.html [Accessed May 2014]
FIG 4, Visual Art one. (2011) (Polly Bagnall) Polly Bagnall. (2011). Visual art one. (Online) Available via: http://www.pollybagnall.co.uk/archive/ index.html [Last accessed 1st June 2015]
Bowers, D; 2015. Bowers photography. Bowers photography. Available at: http://www.donaldbowers.com/ [Accessed May 2014]
Fig 5, Visual Art 2. (2011) (Polly Bagnall) Polly Bagnall. (2011). Visual art one. (Online) Available via: http://www.pollybagnall.co.uk/archive/ index.html [Last accessed 1st June 2015] Fig 6, Earth Scent (2015) (Own work) Delo, K. (2015). Earth scent. (Own work). Nottingham Trent University. Fig 7, Air Scent (2015) (Own work) Delo, K. (2015). Air scent. (Own work). Nottingham Trent University.
Canvas & Concrete, 2015. Canvas & concrete fragrance primer. Canvas & concrete. Available at: https://www.canvasandconcrete.com/. [Accessed January 2015]. Caruso, M, 2015. About Maren Caruso. Maren Caruso photography. Inc. Available at: http://www. marencaruso.com/about/bio/1/caption. [Accessed April 2015] Gannon, D, 2011. How to use samples to promote your product. Inc. Available at: http://www.inc. com/guides/201105/how-to-use-samples-to-promote-your-product.html – [Accessed February 2015].
Fig 8, Fire Scent (2015) (Own work) Delo, K. (2015). Fire scent. (Own work). Nottingham Trent University.
Hello, 2010. Perfume or eau de toilette? What’s the difference? Hello. Available at: http://www.hellomagazine.com/healthandbeauty/skincare-and-fragrances/201006023628/perfume/cologne/ categories/ [Accessed may 2015]
Fig 9, Water Scent (2015) (Own work) Delo, K. (2015). Water scent. (Own work). Nottingham Trent University.
Index mundi, 2014. United Kingdom Demographics profile 2014. Index mundi. Available at: http:// www.indexmundi.com/united_kingdom/demographics_profile.html. [Accessed January 2015]
Fig 10, Perceptual map (2015) (Own work) Delo, K. (2015). Perceptual map. (Developed as a team). Nottingham Trent University
Jane Iredale, 2015. Jane Iredale. Jane Iredale beauty with brilliance. Available at: https://janeiredale.com/us/en.htm [Accessed May 2015].
Fig 11, Consumer portrait (2015) (Fashionary eye) Fashionary eye. (2015) Consumer portrait. (online) available via: http://eye.fashionary.org/ (Last Accessed 1st June 2015)
Jiwa, B (2012) Make your ideas matter: stand out with a better story. United Kingdom: Story of Telling Press
Fig 12, Consumer moodboard (2015) (own work) Delo, K. (2015). Consumer moodboard (Own work). Nottingham Trent University. Fig 13, Consumer Profile (2015) (Own work) Delo, K. (2015). Consumer Profile (Own work). Nottingham Trent University.
Lea- Greenwood, G. 2008. Fashion marketing communications. United Kingdom: Blackwell Publishing Mintel, 2014. Men’s and Womens Fragrances- UK- August 2014. Mintel. Available at:://academic. mintel.com/display/679740/. [Accessed January 2015]. Posner, H. (2011). Marketing fashion: Portfolio series. London: Laurence King publishing.
Fig 14, Grey heart stone (2015) (Fashionary eye) Fashionary eye. (2015) Grey heart stone (online) available via: http://eye.fashionary.org/ (Last Accessed 1st June 2015)
Pour Le Monde, 2015. Natural perfumes VS. Synthetic perfume. Pour Le Monde. Available at: http://www.pourlemondeparfums.com/naturalvssynthetic.html. Accessed March 2015.
Fig 15, Brand onion (2015) (Own work) Delo, K. (2015). Brand onion (Developed as a team). Nottingham Trent University
RHS, 2015. Get involved. Royal Horticultural society. Available at: https://www.rhs.org.uk/communities/get-involved [Accessed May 2015]
Fig 16, Brand Logo (2015) (Team Work) Delo, K, Clarke, L, Hubbard, C and Bendahman, S. (2015) Brand Logo (Developed as a team). Nottingham Trent University.
Williams, K, 2011. Fragrance and communication. Perfumer Flavorist. Available at: www.perfumerflavorist.com/fragrance/research/13234404048.html. [Accessed May 22, 2015].
Fig 17, Gift set packaging (2015) (Team Work) Delo, K, Clarke, L, Hubbard, C and Bendahman, S. (2015) gift set packaging (Developed as a team). Nottingham Trent University. Fig 18, Individual packaging (2015) (own Work) Delo, K. (2015) Individual packaging (Developed as a team). Nottingham Trent University. Fig 19, Advert Visualisation moodboard (2015) (own work) Delo, K. (2015) Advert Visualisation moodboard (Own work). Nottingham Trent University. Fig 20, Final Print Advert. (2015) (own work) Delo, K. (2015) Final print Advert (Own work) (Developed as a team). Nottingham Trent University. Fig 21, Visual Art 3 (2015) (Fashionary eye) Fashionary eye. (2015) Visual Art 3 (online) available via: http://eye.fashionary.org/ (Last Accessed 1st June 2015) Fig 22, Changing P’s into C’s theory (2015) (own work) Delo, K. (2015) Changing C’s into P’s theory (Own work). Nottingham Trent University. Fig 23, Consumer Media Diary (2015) (own work) Delo, K. (2015) Consumer media diary (Own work). Nottingham Trent University. Fig 24, Social media graphics (2015) (own work) Delo, K. (2015) Social media graphics (Own work). Nottingham Trent University. Fig 25, communication channels (2015) (own work) Delo, K. (2015) Communication tools (Own work). Nottingham Trent University. Fig 26, AIDA Model (2015) (own work) Delo, K. (2015) AIDA Model (Own work). Nottingham Trent University. Fig 27, Loyalty Loop (2015) (own work) Delo, K. (2015) Loyalty Loop (Own work). Nottingham Trent University. Fig 28, Website design mock up (2015) (own work) (Graphic Burger) Delo, K. (2015) Website design mock up (Own work) (developed on Graphic burger). Available Via: http://graphicburger.com/macbook-air-mockup/ . Nottingham Trent University. Fig 29, Magazine mock up (2015) (own work) (Graphic Burger) Delo, K. (2015) Website design mock up (Own work) (developed on Graphic burger). Available Via: http://graphicburger.com. Nottingham Trent University. Fig 30, Chelsea Flower show (2013) (Radio Times) Radio Times. (2015) Chelsea Flower show (online) available via: http://www.radiotimes.com/ news/2013-04-19/rhs-chelsea-flower-show-2013---preview (Last Accessed 1st June 2015) Fig 31, Popup shop layout, (2015) (own work) Delo, K. (2015) popup shop layout (Own work). Nottingham Trent University. Fig 32, Visual six moth plan. (2015) (own work) Delo, K. (2015) visual six month plan (Own work). Nottingham Trent University.
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BIBLIOGRAPHY BOOKS
Barry, P. (2012). The advertising concept book: think now, design later: a complete guide to creative ideas, strategies and campaigns. 2nd edn. London: Thames & Hudson. Bergström, B. and Bergstrom, B. (2008) Essentials of visual communication. London: Laurence King Publishing Hegarty, J. (2014) Hegarty on creativity: There are no rules. United Kingdom: Thames & Hudson Heller, S. and Vienne, V. (2012) 100 ideas that changed graphic design. London: Laurence King publishing Himpe, T. and Collin, W. (2008) Advertising is dead-long live advertising! London. Thames & Hudson Jiwa, B (2012) Make your ideas matter: stand out with a better story. United Kingdom: Story of Telling Press Lea- Greenwood, G. 2008. Fashion marketing communications. United Kingdom: Blackwell Publishing Posner, H. (2011). Marketing fashion: Portfolio series. London: Laurence King publishing. Soto, D. and de Soto, D. (2012) Know Your onions graphic design: how to think like a creative, act like a businessman and design like a god. 2nd edn. Amsterdam: BIS publishers B.V.
Index mundi, 2014. United Kingdom Demographics profile 2014. Index mundi. Available at: http://www.indexmundi.com/united_kingdom/demographics_profile.html. [Accessed January 2015] Jane Iredale, 2015. Jane Iredale. Jane Iredale beauty with brilliance. Available at: https://janeiredale.com/us/en.htm [Accessed May 2015]. Jo Malone, 2015. Joe Malone. Available Via: http://www.jomalone. co.uk/colognes/fragrance-families?77tadunit=2fcfec35&77tadv e r t = 4 9 1 0 0 8 0 7 2 9 9 & 7 7 t ke y w o rd = % 2 B j o % 2 0 % 2 B m a l o n e % 2 0 %2Bperfume&77tentrytype=s&77tentry=FRB_FragrancePage&cm_ mmc=google-_-search-_-brand-_-%2Bjo%20%2Bmalone%20%2Bperfume&gclid=Cj0KEQjw7r-rBRDE_dXtgLz9-e4BEiQATeKG7GRDq8_90-sBGmx2x6VGf1oY0EctlVVPy1_axTAducoaAtbK8P8HAQ [Accessed February 2015]. Kiehls, 2015. Fragrance. Kiehls. Available via: http://www.kiehls.co.uk/ body-care/by-category/fragrance [Accessed April 2015] Lawrenson, A, 2014. Burberry launches Brit rhythm fragrance. Elle. Available at: http://www.elleuk.com/beauty/burberry-launches-brit-rhythmfragrance-and-suki-waterhouse-and-pixie-geldof-s-boyfriend-georgebarnett-star-in-the-campaign. [Accessed February 2015] Mintel, 2014. Men’s and Womens Fragrances- UK- August 2014. Mintel. Available at:://academic.mintel.com/display/679740/. [Accessed January 2015].
OTHER
Pour Le Monde, 2015. Natural perfumes VS. Synthetic perfume. Pour Le Monde. Available at: http://www.pourlemondeparfums.com/naturalvssynthetic.html. Accessed March 2015. Punter, J, 2014. Find your scent the scientific way at Selfridges’ fragrance lab. GQ. Avalaible via: http://www.gq-magazine.co.uk/style/articles/2014-05/27/fragrance-lab-selfridges-review [Accessed Jan 2015]
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RHS, 2015. Get involved. Royal Horticultural society. Available at: https:// www.rhs.org.uk/communities/get-involved [Accessed May 2015] Selfridges, 2014. Fragrance lab. Selfridges. Available via: http://www.selfridges.com/content/article/fragrance-lab [Accessed Jan 2015]
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Bowers, D; 2015. Bowers photography. Bowers photography. Available at: http://www.donaldbowers.com/ [Accessed May 2014] Canvas & Concrete, 2015. Canvas & concrete fragrance primer. Canvas & concrete. Available at: https://www.canvasandconcrete.com/. [Accessed January 2015]. Caruso, M, 2015. About Maren Caruso. Maren Caruso photography. Inc. Available at: http://www.marencaruso.com/about/bio/1/caption. [Accessed April 2015] Gannon, D, 2011. How to use samples to promote your product. Inc. Available at: http://www.inc.com/guides/201105/how-to-use-samplesto-promote-your-product.html – [Accessed February 2015]. Hello, 2010. Perfume or eau de toilette? What’s the difference? Hello. Available at: http://www.hellomagazine.com/healthandbeauty/skincare-and-fragrances/201006023628/perfume/cologne/categories/ [Accessed may 2015]
Steven, R, 2014. Selfridges launches interative fragrance lab. Creative Review. Available via: http://www.creativereview.co.uk/cr-blog/2014/may/ selfridgesfragrancelab [Accessed Jan 2015 ] Stylist, 2015. The source of good scents. Stylist. Available via:http://www. stylist.co.uk/beauty/the-source-of-good-scents [Accessed February 2015] The fragrance shop, 2015. The Discovery club. The Fragrance shop. Available Via: http://www.thefragranceshop.co.uk/discoveryclub.aspx [Accessed March 2015] The fragrance shop 2014. Thierry Mugler’s Alien and Angel refillable service. The Fragrance shop. Available via: http://www.thefragranceshop. co.uk/thierry-mugler-source-refill-hp.aspx [Accessed Jan 2015] Williams, K, 2011. Fragrance and communication. Perfumer Flavorist. Available at: www.perfumerflavorist.com/fragrance/research/13234404048. html. [Accessed May 22, 2015].
ELEMENTAL SIX MONTH PROMOTIONAL PLAN