Naturally, you
1
Table of Contents
2
3
Introduction
5
Mission Statement
6
Value and Ethics Proposition
8
Demographics
12
Location
14
Industry Overview
16
Branding
18
Promotional Plans
20
Press Kit
Kelsey Wittman is a social butterfly. She feeds off other
people’s energy and strives to make as many connections with as many different people as she can in order to be able to understand all types of markets. Kelsey adapts easily to change and finds the silver lining in most any situation.
Lewis Davis is an adrenaline junkie. If there is any type of out-
door extreme sports involved, he is there. From free style rock climbing and base jumping to hiking and horseback riding, Lewis spends the bulk of his down time outdoors. He also values taking care of his body through the use of natural beauty products and tools that he has tested and knows to give him the best results.
The Founders
3
Introduction
For years Lewis had been battling facial acne and other skin anomalies. After trials and triumphs, he discovered that natural beauty products, such as Burt’s Bees and Avalon Organics, worked best in clearing up his acne. When he breifly moved to Savannah, Georgia, he was able to dabble with the smaller, more local companies such as Nourish, Prospector (for shaving) and Sugar Works Bath and Body. However, one thing that all of these companies failed to offer were each of their scents in every product they offered. Finding this void in the market allowed for Common Scents to be born. We will offer custom scents in every product as well as custom orders incase we do not carry a specific product our customer wants.
Our Concept
A 100% organic fragrance bar that is completely customizable in both scent choice and personal care or household products of the customer’s choosing. 4
Our Mission
We aim to set the standard of superiority and excellence for the natural beauty and cosmetics industry, by demonstrating our passion for wholesome, organic ingredients being used to enhance one’s personal fragrance. And to fill the customer’s need for a customized, omnichannel experience. 5
Value Proposition Common Scents, above all things values the environment, and using it to it’s utmost potential. With this in mind, we strive to stay at the cutting edge of innovation for everything natural and maintain a transparent and honest relationship with the customer. Each and every product offered is made with 100% natural ingredients, in order to give our customer the best of what nature can give. Our employees are trained to provide our customers with the utmost service to maintain their engagement throughout the entire personalized experience. We want to fully engage our customer and set an example of the responsibility we have as humans to take care of the world around us by encouraging the reduce,reuse, recycle concept.
Innovation 6
Engagement
Responsibility
There are no laws or regulations for cosmetic companies, so it is the legal obligation of the company to ensure the safety of their products. Because of this fact, we have chosen Adamson Analytical Laboratories, approved by the FDA, to perform our product testing, therefore we will not test on animals. They offer testing services in pharmeceuticals, cosmetics, and personal care products. Product Liability Insurance, provided by Veracity Insurance Solutions as well as an over-encompassing insurance for the company as a whole would also be a necessity. Our commitment to quality and transparency ensures that any outsourced product will be under ethical trade, meaning no child labor and producers are receiving fair wages.
Ethics and Legal Issues 7
Demographics The target customer for Common Scents is men and women ages 28 to 40 who are college educated and part of the upper-middle class. This shopper has an eye for fashion and is focused on the quality of their purchases, rather than just settling for anything. They have a green-oriented lifestyle, with major focus on where their products are coming from. Â
- goal-oriented -value consensus, self-discovery, and predictability.
Â
-impulse buyers -seek variety and excitement -motivated by self-expression -savor the new, offbeat, and risky
8
Name: Age: Location: Career: Income:
Ida 34 Boston, Mass. Leather District PR Supervisor $95,000
Interests: Pilates, Gardening, Thrifting
Customer Profile 9
Our Scent Options
French Garden
Almond
Brown Sugar & Fig
Ginger
Lemongrass
Initially, there will be a selection of 10 scents to choose from in our store. These will change over time depending both on purchase volume as well as season. There will also be a “scent ideas� comment box in-store for customers to interact in the creation process of our scent lines.
High Tide
10
Dragonsblood
North Woods
Lavender
Egyptian Musk
Products Offered
-Coarse Raw Sugar -Coconut Oil -Almond Oil
-White Vinegar -Lemon Juice -Tea Tree Oil
-Organic Rattan Reeds -Almond Oil -Grape Seed Oil -Alcohol
-Shea Butter -Cocoa Butter -Coconut Oil -Almond Oil
-Beeswax -Organic cotton wicks
All of our ingredients are organically cultivated in the raw, grown without chemical pesticides and artificial fertilizers to ensure the most natural final products. Our company will outsource from Essential Wholesale and From Nature With Love. Each product is created with the listed raw ingredients, then the essential oil mixture created is added to the mixture, ultimately resulting in a 100% natural, personalized product. 11
Business Venue
Common Scents’ Brick-and-Mortor store will be located in Boston’s West End, an up-and-coming part of the city that is known for it’s eclectic mix of restaurants and boutiques, as well as the heavy foot and mobile traffic. This specific space is a fantastic corner venue at a pretty busy intersection. It has large glass windows on either side of the building, meaning it will be more visible to consumers. Not only is there two thousand square feet of retail space, but the 1,000 square foot basement leaves space for storage and our in-
12
1750 Washington Street Boston, Massachusetts Rent: $2,780 per month 2,027 square feet of retail space 1,000 square foot basement
-Clean, simple design -Glass countertops -Brick walls -Hardwood floors -Open floorplan
In-Store Merchandising
13
Industry Overview The natural and organic industry is suprisingly larger that most people think. There are companies that have devoted centuries into building their brand and their product assortment with confidence. As a new company in this industry, we have to show that we are ready to stand up to the competition. Some global companies that are main competitors are LUSH, Burt’s Been, Giovanni, and Avalon Organics, with products averaging about $10. As for smaller companies, Shamanuti, Bona Clara, First Aid Beauty are an outside threat to the Common Scents business, though they are priced higher at an average $15. Our business plans to fall in the $15-18 average range.
14
Market Trends In recent years there has been a health-conscious lifestyle movement that has increased, and with that comes the increased awareness for our bodies and the environment. This “going green” mentality has caused the growth of initiatives such as natural and organic food, faird trade products, recycling, sustainable packaging, natural energy, and hybrid cars. Another trend is the need for fragrances in the beauty marketplace.“Basically every personal care category has a need for fragrance, which means major opportunities for suppliers and manufacturers.”
Photos from StyleSight. Quotes from newhope360.com.
“Personalization has been a big topic in the nutrition industry: If we’re spending money on products that are supposed to make us healthier, shouldn’t these products address our specific health needs?”
15
-Letterhead -Folder -iPad App -iPhone App -Business Card -Envelope -Pen -CD
16
Branding
Labels and Packaging Staying true to our commitment to sustainability, everything from our labels and hangtags to our jars and other packaging is made of reused materials, including mason jars and other thrifted glass jars, cardboard, and recycled paper. Our packaging also increases public awareness of the importance of reducing waste, because all of our products are 100% recycleable.
17
Promotion We are constantly evolving to stay up-to-date on the latest in everything “green�. With our push towards sustainability, we encourage our customers to implement environmentally friendly initiatives into their everyday lives. Whether they are re-using our products’ containers for their own projects or creating an all-natural home beauty remedy, customers are urged to connect and share their creative experiences across all social media networks, sometimes involving an Instagram competition or Facebook giveaway.
Collaboration with Fiber Artists to create and sell knit jar wraps 18
Advertising Like our overarching brand identity, our advertising will be very clean and simple in aesthetic. Being cost effective, online and digital promotion will be the best bet to reach our target customer, especially those not living in Boston. As for print advertising, our company will take advantage of the local publications such as the Boston Common, Boston Magazine, and The Improper Bostonian in order to reach the local customer.
19
Press Kit Press Release Common Scents Announces Grand Opening and Launch Party Newly founded scent and beauty product bar Common Scents is scheduled to open their new brick-and-mortar store in Boston’s West End on Friday, April 18 2014. Both of the CEOs will be at the launch.There will be raffles for VIP memberships as well as other promotional activities around the store to get customers involved with the brand right off the bat. Nullam vitae lectus tincidunt, rutrum nunc sodales, varius nibh. Fusce tempor, urna sit amet iaculis scelerisque, eros nisi gravida nunc, ac semper nulla eros ac odio. Mauris pulvinar facilisis turpis. Vestibulum dignissim lorem in dui tincidunt, non mattis purus laoreet. Cras faucibus nisl id nisi venenatis sodales. Mauris justo dui, scelerisque eu ante ac, consequat volutpat nisl. Nunc dui libero, sodales nec nisi at, vestibulum mollis risus. Nulla dictum erat congue, blandit tellus a, lobortis quam. Nam nec mattis dui, eu pharetra est. Quisque rutrum arcu vitae orci laoreet, sed varius nisl tristique. Aliquam ut malesuada quam. Aenean congue lectus eros, non malesuada dolor lobortis eu. In nec metus eget lorem lobortis sodales. Fusce dapibus mattis dictum. Curabitur egestas ultrices justo porttitor accumsan. Donec ac lectus elementum, ullamcorper tortor quis, hendrerit nunc. Aenean congue elit sit amet neque ultricies blandit. Phasellus volutpat placerat interdum. Nullam ultrices lorem eget convallis pharetra. Cras vitae venenatis lectus. Donec eu tellus a felis ultricies adipiscing id nec nisi. Aenean fermentum purus et dictum laoreet. Praesent dictum orci eu neque faucibus commodo.
20
Our press kit will include: -Press Release -Company Info Booklet -Business Cards -Invitation to Launch Party -Scent Samples
You’re Invited to the
Grand Opening Launch Party of
Friday, April 18 8 PM Join us for an exclusive look into our store, explore, and discover your own perfect scent.
21
Thank You
22