THE FRAGRANCE PROJECT TASK 2 - IDEAS AND CREATIVE CONCEPT EXPLORATION
OLIVIA LIBURD FASH10106 N0682898
04 DAY TO NIGHT
18
MUSCLE RELAX 2| CONTENTS
07 - CONCEPT 09 - INSIGHT 1 10 - COMPETITION 13 - CONSUMER PROFILE 1 14 - VISUAL MOODBOARD 1 16 - MOCK ADVERT 1
20 - CONCEPT 22 - INSIGHT 2 24 - COMPETITION 26 - CONSUMER PROFILE 2 28 - VISUAL MOODBOARD 2 30 - MOCK ADVERT 2
32
LIST OF ILLUSTRATIONS AND REFERENCES AT THE END OF THE REPORT.
47 - FINAL RECCOMENDATION
49 - LIST OF ILLUSTRATIONS 51 - LIST OF REFERENCES
CONTENTS
BEARD SHAMPOO
34 - CONCEPT 37 - INSIGHT 3 38 - COMPETITION 41 - CONSUMER PROFILE 3 42 - VISUAL MOODBOARD 3 44 - MOCK ADVERT 3
CONTENTS |3
4| DAY TO NIGHT
01 DAY TO NIGHT|5
“ After all, who wants to smell the same as everybody else? ”
(Niven, 2015) 6| DAY TO NIGHT
BE UNIQUE ... Just For Me
FIGURE 3
Personalisation and uniqueness makes a product niche, explaining their popularity. Niche fragrance sales have increased by 36% between 2011 and 2015 (Wgsn.com, 2017). Consumers look for products that enable experimentation and have a bespoke ‘just for me’ scent, rather than generic fragrances everyone has..
FIGURE 4
Gender Fluidity
Outdated stereotypes of men and women are being disregarded thanks to younger generations rejecting restricting labels and embracing their identities and sense of self. Society has “become more accepting of gender fluidity” (NOURIL, 2016). There is no longer a need for women to be pretty and men to be masculine.
24/7
FIGURE 5
Consumers desire 24 hour beauty solutions to tailor to their needs (Yee and Bailey, 2017). Consumers search for products targeting specific times of the day, to maximise results and performance. Since products for every occasion are highly demanded, the portability and travel friendliness of products are ideal for consumers on the move day or night.
DAY TO NIGHT|7
“The gender fluid trend should be about a shift in choice for the better, not taking choice away.” James Craven Fragrance archivist & Creed specialist at Les Senteurs (NOURIL, 2016)
FIGURE 6
8| DAY TO NIGHT
INSIGHT 1 PERSONALISED DAY TO NIGHT FRAGRANCE A gender day to night perfume, personalised to each consumer, from scent to packaging. It will be a dual fragrance attached by a magnet so the consumer can travel with the day or night side. The creation process is directed by consumers. They choose their own ingredients and the fragrance is created by experts whilst they design their unique packaging, providing an interactive in-store experience. There is a need for a gender fluid fragrance that truly captures the essence of scents for both sexes without taking away ones sexuality like many ‘unisex’ products. Consumers want to feel as though they have something that no one else has, so tailoring products to each consumers needs will help to achieve and communicate this.
DAY TO NIGHT|9
COMPETITON ...
FIGURE 7
FIGURE 9
JO MALONE (£80)
10| DAY TO NIGHT
L’OCCITANE (£95 +)
FIGURE 11
DIPTYQUE ( £80 +)
FIGURE 8
CAPRICHO (£35)
FIGURE 10
EX NIHLO (£150)
LUXURY
MY CONCEPT
£70
X PERSONALISED
NON-PERSONALISED
NON - LUXURY
How am I different?
The majority of my competitors are based in the luxury sector, meaning they tailor to consumers with a disposable income. My concept differs as I intend to provide a high quality unique in store experience to each individual without the extortionate price tag (Ex Nihlo, my main competitor pricing starts at £150 for a 50ml bottle). Nowadays consumers understand that “although expensive, niche offers an authentic alternative to mainstream blandness.” (Wgsn.com, 2017)
DAY TO NIGHT|11
“Younger people, who are often more image-conscious, are more influenced by packaging, with 27% of 16-24s influenced by packaging when buying for themselves.” (Academic.mintel.com, 2015)
FIGURE 12
12| DAY TO NIGHT
CONSUMER PROFILE
1
Aged 18-22. ‘Less is more’ attitude so are willing to invest in quality products and ingredients. Care about the environment and what’s contained in their products. Fashion forward and image conscious, take pride in themselves and their appearance. Invests in slow fashion because of quality and unique garments. Comfortable in their own skin and brake boundaries in terms of gender and experimentation with fashion and lifestyle. Gen Z.
FIGURE 13- CONSUMER PROFILE 1 (OWN WORK )
DAY TO NIGHT|13
VISUAL MOODBOARD 1
14| DAY TO NIGHT
FIGURE 14 - VISUAL MOODBOARD 1 (OWN WORK)
DAY TO NIGHT|15
MOCK ADVERT 1
DIFFERENT PEOPLE DIFFERENT TIMES DIFFERENT ROUTINES
16| DAY TO NIGHT
BE YOU DAY TO NIGHT
DAY TO NIGHT|17
FIGURE 16
02 FIGURE 17
BE THE BEST YOU ... Health Kick
FIGURE 18
As the athleisure market continues to boom within the active sector, the beauty industry switches the focus to health and fitness which offers an all encompassing approach to a busy lifestyle. More and more people are becoming health conscious and looking for products that will increase their health and wellbeing.
Sleep Tight
FIGURE 19
There’s a new focus on the importance of sleep linked with physical performance. In the UK “63.1% of people are unhappy with the amount of sleep they get with only 8% of people saying that always wake up feeling refreshed.” (The Sleep Matters Club, 2016)
Prolong the glow
FIGURE 20
Brands are entering into the active market with products formulated to prolong the post workout glow (wgsn. com, 2015). One of the main benefits of working out is having the endorphin high and brands are aiming to recreate this post workout sensation as well as helping the recovery.
20| MUSCLE REPAIR AND RELAX
FIGURE 21
MUSCLE REPAIR AND RELAX|21
INSIGHT 2 A MUSLCE REPAIR LOTION My idea is to create a fragranced product that can be used after exercise in order to sooth the muscles in order to prevent tensed ligaments. In addition, it will have skin tightening and repairing properties that, in conjunction with exercise, will help to tone and shape the body, increasing results. Using this product will relax the muscles and increase your ability to sleep, therefore improving your athletic performance.
22| MUSCLE REPAIR AND RELAX
FIGURE 22
MUSCLE REPAIR AND RELAX|23
FIGURE 25
FIGURE 23
COMPETITON ...
MIO SKINCARE (£21)
24| MUSCLE REPAIR AND RELAX
CLARINS (£35)
FIGURE 26
FIGURE 24
NIP + FAB (£16)
LAB SERIES (£37)
ACCESSIBLE
X
MY CONCEPT
£15
EXPEENSIVE
AFFORDABLE
HARD TO FIND
How am I different? None of these products include sleep enabling and relaxing qualities. My product will not only help to relax muscles after a workout, they will increase results of not only toning, but sleeping ability meaning your performance will be a lot better. Therefore I will price my product at £15.
MUSCLE REPAIR AND RELAX|25
CONSUMER PROFILE
2
26| MUSCLE REPAIR AND RELAX
Aged 18 - 25. Consciously leads a healthy lifestyle to keep up with their hectic and busy Western life. Quality and purity of ingredients are important, therefore they desire natural ingredients. Attends the gym regularly, but is looks for new and unusual ways to exercise and increase their health. Believe post workout care is just as important as the workout itself. Look for ways to increase their results. The quality of sleep is crucial, want products that will aid this aspect in addition to their physique.
FIGURE 27- CONSUMER PROFILE 2 (OWN WORK )
FIGURE 28
How will I communicate?
Attitudes towards male grooming have changed and information is more readily available than before on social media, therefore I will promote and communicate to consumers through this platform. Also through popular male magazines such as GQ and Mens Health, in order to target those consumers who do not use social media.
MUSCLE REPAIR AND RELAX|27
VISUAL MOODBOARD 2
28| MUSCLE REPAIR AND RELAX
FIGURE 29 - VISUAL MOODBOARD 2 (OWN WORK)
MUSCLE REPAIR AND RELAX|29
MOCK ADVERT 2 30| MUSCLE REPAIR AND RELAX
SWITCH IT OFF.
MUSCLE REPAIR AND RELAX. MUSCLE REPAIR AND RELAX|31
FIGURE 31
03 FIGURE 32
FRESH AND CLEAN ...
FIGURE 33
Well groomed
Beards are just as popular as ever with 42% of the top 12 men’s grooming Google searches being beard related (The Future of Mens Grooming 2017). However, 2017 marks the beginning of men adopting more of an effortlessly groomed style when it comes to facial hair. There is a new focus on products that men can use on a daily basis to style and keep their facial hair healthy.
FIGURE 34
2 in 1
A new trend for 2017 is the combination of skin and facial hair care products. Unlike women, “Men like integrity and simplicity,” (The Future of Mens Grooming 2017) when it comes to grooming, therefore they prefer a limited selection of products. So products that are 2 in 1 appeal to the male market.
FIGURE 35
Au naturel
34| BEARD DRY SHAMPOO
With the increase in popularity of male grooming, men are becoming more concerned about the ingredients that are contained in the products they buy as they don’t want products that are harmful and damaging for the skin and hair. The demand for natural and organic grooming products for men is increasing as “Consumers want more control over the ingredients used in their beauty products” (Stephenson Personal Care, 2016).
FIGURE 36
“50% OF MEN GLOBALLY BELIEVE THAT SKINCARE PRODUCTS WITH NATURAL INGREDIENTS ARE BETTER FOR THEIR SKIN.” (Stephenson Personal Care, 2016)
BEARD DRY SHAMPOO |35
FIGURE 37
“If grooming brands start expanding ranges to the size of women’s then guys will lose interest as they won’t know what to use and where.” (The Future of Mens Grooming 2017)
36| BEARD DRY SHAMPOO
INSIGHT 3 BEARD DRY SHAMPOO My idea is to create a dry styling shampoo for mens facial hair. It will have a clean and floral scent, allowing men to feel fresh whatever their environment. It is a multi tasking product Not only will it replenish facial hair, it will have beneficial ingredients for skin and hair, helping to improve the appearance of both. Though targeted for the beard, it can be used in the hair also. When used, it will help to detangle hairs for a sleeker appearance. When used, the product will hold the style like a hair spray and leave a natural matte finish.
BEARD DRY SHAMPOO |37
FIGURE 38
FIGURE 40
COMPETITON ...
Men Cave (£20 for the set)
FIGURE 41
FIGURE 39
Bull Dog skincare (£5 +)
Batiste dry shampoo (£3)
38| 38|BEARD BEARDDRY DRYSHAMPOO SHAMPOO
Clinique Men (£30)
NATURAL INGREDIENTS
X
MY CONCEPT
£10
AFFORDABLE
EXPENSIVE
UN-NATURAL INGREDIENTS
How am I different?
There is a gap in the market for my product as the majority of hair dry shampoos on the market today are tailored to women, therefore there is a niche in the male market. Also, a lot of beard styling products involve oils and waxes, which are known to clog pores and cause breakouts. Therefore a beard dry shampoo with natural breakout fighting and hair replenishing ingredients will help prevent this. My product will be priced at £10 which is a perfect price point that can be integrated into drugstores (e.g. Boots) and the higher end market (e.g. John Lewis and Selfridges).
BEARDDRY DRYSHAMPOO SHAMPOO|39 |39 BEARD
How will I communicate?
FIGURE 42
Attitudes towards male grooming have changed and information is more readily available than before on social media, therefore I will promote and communicate to consumers through this platform. Also through popular male magazines such as GQ and Mens Health, in order to target those consumers who do not use social media.
40| BEARD DRY SHAMPOO
CONSUMER PROFILE
FIGURE 43- CONSUMER PROFILE 3 (OWN WORK )
3
A male of any age that has facial hair and desires products with natural and organic ingredients. Pays for quality and not quantity and take pride in their appearance, making hair cuts a part of their routine. Fashion forward, arty and likes to have an effortlessly groomed look.
BEARD DRY SHAMPOO |41
VISUAL MOODBOARD 3
42| BEARD DRY SHAMPOO
FIGURE 44 - VISUAL MOODBOARD 3 OWN WORK)
BEARD DRY SHAMPOO |43
MOCK ADVERT 3
“FRESH CONDITIONED AND TAMED”
44| BEARD DRY SHAMPOO
FIGURE 45 - MOCK ADVERT 3 (OWN WORK)
BEARD DRY SHAMPOO
46| FINAL RECOMMENDATION
FINAL RECOMMENDATION PERSONALISED DAY TO NIGHT FRAGRANCE Despite the fact that all three of my insights are strong, I believe that the one that has the most evidence behind it and has the most potential for future development is the ‘Personalised Day to Night Fragrance’. The reason for this is that it is a product targeted at a niche market, meaning that there aren’t man competitors providing the exact same product and service. I have researched and analysed trend reports for future trends up to Autumn/Winter 17/18 which predict rapid growth and popularity of personalisation and bespoke perfumes. This is because people want to embrace their individuality and sense of self. Since this is the key insight of this idea there is increased chances of this idea being highly successful.
FINAL RECOMMENDATION |47
END
48| END OF REPORT
LIST OF ILLUSTRATIONS FIGURE 1 [ONLINE] - http://timelapseblog.com/wp-content/uploads/2015/01/Roof-DTN-photo-edit-sharp.jpg [ACCESSED MARCH 31] FIGURE 2 [ONLINE] - https://thumbs.dreamstime.com/x/unique-bulb-wooden-background-d-render-34406602.jpg [ACCESSED MARCH 31] FIGURE 3 [ONLINE] - http://static.fashionbeans.com/wp-content/uploads/2015/06/boutiquefrag-le-labo.jpg [ACCESSED MARCH 31] FIGURE 4 [ONLINE] - http://www.lintonandmac.com/thelowdown/2017/1/17/mens-trends-2017 [ACCESSED MARCH 31] FIGURE 5 [ONLINE] - http://static.boredpanda.com/blog/wp-content/uploads/2015/11/day-to-night-i-capture-24-hours-inone-image-3__880.jpg [ACCESSED MARCH 31] FIGURE 6 [ONLINE] - https://assets.rbl.ms/9668373/980x.jpg [ACCESSED MARCH 31] FIGURE 7 [ONLINE] - http://www.luxuriousmagazine.com/wp-content/uploads/2016/04/exnihilo-harrods-008.jpg [ACCESSED MARCH 31] FIGURE 8 [ONLINE] - http://i.huffpost.com/gadgets/slideshows/388464/slide_388464_4683600_free.jpg [ACCESSED MARCH 31] FIGURE 9 [ONLINE] - http://images.reallyree.com/wp-content/uploads/2014/01/jo-malone-personalised-fragrance-service-428x2861.jpg [ACCESSED MARCH 31] FIGURE 10 [ONLINE] - http://3.bp.blogspot.com/-qJoZ5uuGzB8/UrhnYnqCO4I/AAAAAAAAJr4/ZN9k18Q3NvU/s1600/ DSC_0636....jpg [ACCESSED MARCH 31] FIGURE 11 [ONLINE] - http://4.bp.blogspot.com/-bXyVgAZ06ew/U5ZUTPI5SvI/AAAAAAAANTs/0kOlf0l4pSo/s1600/ IMG_9077.JPG [ACCESSED MARCH 31] FIGURE 12 [ONLINE] - http://frederica.sapo.pt/wp-content/uploads/2017/02/hbz-street-style-nyfw-ss2017-day7-27.jpg [ACCESSED MARCH 31] FIGURE 13 [ONLINE] - Consumer Profile 1 (OWN WORK USING SECONDARY IMAGES) FIGURE 14 [ONLINE] - Visual Mood board 1 (OWN WORK USING SECONDARY IMAGES) FIGURE 15 [ONLINE] - Mock Advert 1 (OWN WORK USING SECONDARY IMAGES) FIGURE 16 [ONLINE] - http://tabatasongs.com/wp-content/uploads/2015/12/istock-black-and-white-female-abs.jpg [ACCESSED MARCH 31] FIGURE 17 [ONLINE] - http://optimumperformancedublin.com/wp-content/uploads/2015/09/579c954271d09d9dabfaca1e09ebbd09.jpg [ACCESSED MARCH 31] FIGURE 18 [ONLINE] - https://prod-ne-wap02-puregym.azureedge.net//media/12668/weights-wi-3.jpeg?width=500&quality=80 [ACCESSED APRIL 4] FIGURE 19 [ONLINE] - https://cosmeticsurgerydubai.files.wordpress.com/2016/09/14354204561.jpg?w=640&h=360 [ACCESSED APRIL 4] FIGURE 20 [ONLINE] - http://2.bp.blogspot.com/-6Oz8fqDpfwE/VoDZzP9r73I/AAAAAAAAMHg/C98cuw79C1A/s1600/josephine-skriver-sweaty-sextastic-workout-Stills%2Bat-spandex-8.jpg [ACCESSED APRIL 4] FIGURE 21 [ONLINE] - http://alleeesonnnn.tumblr.com/post/126223091974 [ACCESSED APRIL 4] FIGURE 22 [ONLINE] - https://s-media-cache-ak0.pinimg.com/736x/0d/b9/63/0db963288f5aab77486766d4fde24cf4.jpg [ACCESSED APRIL 4]
LIST OF ILLUSTRATIONS |49
FIGURE 23 [ONLINE] - http://4.bp.blogspot.com/-3z-gEpiBsLQ/U1JO5pQ6h8I/AAAAAAAAV9E/21Pwsr8jhlQ/s1600/nipfab-review-2.jpg [ACCESSED APRIL 10] FIGURE 24 [ONLINE] - https://s1.thcdn.com/productimg/600/600/11098414-1324344901711368.jpg [ACCESSED APRIL 10] FIGURE 25 [ONLINE] - http://demandware.edgesuite.net/aafs_prd/on/demandware.static/-/Sites-clarins-master-products/default/dw6dcab4e0/original/extra-firming-body-lotion-C020302006.jpg [ACCESSED APRIL 10] FIGURE 26 [ONLINE] - http://az412792.vo.msecnd.net/prodimgs/10038835121-5-700.jpg [ACCESSED APRIL 10] FIGURE 27 [ONLINE] - Consumer Profile 2 (OWN WORK USING SECONDARY IMAGES) FIGURE 28 [ONLINE] - https://c1.staticflickr.com/4/3543/3389845072_2840470058_b.jpg [ACCESSED APRIL 10] FIGURE 29 [ONLINE] - Visual Mood board 2 (OWN WORK USING SECONDARY IMAGES) FIGURE 30 [ONLINE] - Mock Advert 2 (OWN WORK USING SECONDARY IMAGES) FIGURE 31 [ONLINE] - https://s-media-cache-ak0.pinimg.com/736x/6e/ee/2c/6eee2c83a4ececdd127f41eb5cd971fb.jpg [ACCESSED APRIL 10] FIGURE 32 [ONLINE] - https://s-media-cache-ak0.pinimg.com/736x/7c/b3/ab/7cb3ab30da4b27f9bc38e7210096ef6f.jpg [ACCESSED APRIL 19] FIGURE 33 [ONLINE] - http://www.ruggedlygroomed.com/wp-content/uploads/2014/08/1011959_658041534225727_460673 364_n.jpg [ACCESSED APRIL 19] FIGURE 34 [ONLINE] - http://www.bellomag.com/wp-content/uploads/2013/07/tom-ford-for-men-skincare-and-grooming-fallwinter-2013-14-ad-campaign-glamour-boys-inc-031.jpg [ACCESSED APRIL 19] FIGURE 35 [ONLINE]-http://25.media.tumblr.com/tumblr_mdt7hqNgGa1qbmte0o1_1280.jpg [ACCESSED APRIL 19] FIGURE 36 [ONLINE] - https://s-media-cache-ak0.pinimg.com/736x/9c/ca/33/9cca33a662248ef2569e7f676be76e6d.jpg [ACCESSED APRIL 19] FIGURE 37 [ONLINE] - https://s-media-cache-ak0.pinimg.com/originals/67/3e/55/673e55188d46f814ede3fedcf4fa8a2a.jpg [ACCESSED APRIL 19] FIGURE 38 [ONLINE] - https://s4.thcdn.com/productimg/600/600/11269365-2514461279529095.jpg [ACCESSED APRIL 19] FIGURE 39 [ONLINE] - http://www.allabouttink.co.uk/tink/wp-content/uploads/2012/09/Full-range-shot-copy-300x190.jpg [ACCESSED APRIL 22] FIGURE 40 [ONLINE] - https://www.mancaveinc.com/content/images/thumbs/0000326_blackspice-beard-set.png [ACCESSED APRIL 22] FIGURE 41 [ONLINE] - https://pbs.twimg.com/media/CrW3IvpXEAA-o3d.jpg [ACCESSED APRIL 22] FIGURE 42 [ONLINE] - https://s-media-cache-ak0.pinimg.com/originals/b7/80/82/b78082b160dd30a39baf774f5af0fd7b.jpg [ACCESSED APRIL 22] FIGURE 43 [ONLINE] - Consumer Profile 3 (OWN WORK USING SECONDARY IMAGES) FIGURE 44 [ONLINE] - Visual Mood board 3 (OWN WORK USING SECONDARY IMAGES) FIGURE 45 [ONLINE] - Mock Advert 3 (OWN WORK USING SECONDARY IMAGES) FRONT AND BACK COVER - http://androidwallpape.rs/content/02-wallpapers/149-greenleaves/Green%20Leaves.jpg
50| LIST OF ILLUSTRATIONS
LIST OF REFERENCES Academic.mintel.com. (2014). Beauty and Personal Care Packaging Trends - UK - November 2014. [online] Available at: http://academic.mintel.com/display/722036/ [Accessed 26 Mar. 2017]. Academic.mintel.com. (2015). Fragrances UK 2015. [online] Available at: http://academic.mintel. com/display/746010/?highlight#hit1 [Accessed 26 Mar. 2017]. Niven, L. (2015). Five Niche Fragrance Brands To Know. [online] British Vogue. Available at: http:// www.vogue.co.uk/gallery/five-niche-fragrance-brands-you-need-to-know-about [Accessed 26 Mar. 2017]. NOURIL, P. (2016). Male Makeup - Genderless Beauty Unisex Fragrance. [online] Refinery29.uk. Available at: http://www.refinery29.uk/genderless-beauty [Accessed 26 Mar. 2017]. Stephenson Personal Care. (2016). 5 KEY TRENDS IN COSMETICS & PERSONAL CARE. [online] Available at: http://www.stephensonpersonalcare.com/blog/2016-06-22-5-key-trends-in-cosmetics-personal-care-infographic [Accessed 18 Apr. 2017]. The Sleep Matters Club. (2016). The 2016 UK Sleep Survey Results - The Sleep Matters Club. [online] Available at: http://www.dreams.co.uk/sleep-matters-club/sleep-survey-uk-2016/ [Accessed 16 Apr. 2017]. Wgsn.com. (2017). The Beauty Buzz: The Influence of Niche Fragrance. [online] Available at: https://www.wgsn.com/content/board_viewer/#/71114/page/2 [Accessed 26 Mar. 2017]. Yee, T. and Bailey, E. (2017). The Future of Beauty 2017. [online] Wgsn.com. Available at: https:// www.wgsn.com/content/board_viewer/#/70182/page/17 [Accessed 26 Mar. 2017]. Yee, T. (2017). The Future of Mens Grooming 2017. [online] WGSN. Available at: http://www.wgsn. com [Accessed 8 Apr. 2017].
LIST OF REFERENCES |51
OLIVIA LIBURD FASHION COMMUNICATION AND PROMOTION YEAR 1 FASH10106 CREATIVE NETWORKS N0682898