Smoke on water report final

A Future Classic

Smoke On Water

By Bind

Name: Camilla Lewis FCP1 Module: Creative Networks Module Leader: Simon Beales Reference Numer: FASH10106 Fig 1

Contents

Introduction 3-4

Launch Event 5-8

PR 9-13

Digital 15-16

Conclusion 18

References 19

Image References 20-21

Introduction

“Our olfactory sensibility has been marginalized and deadened by the chemicalization of our food and our environment, and the overwhelming proliferation of unnatural smells.” (Aftel, 2001)

Smoke on Water is a fragrance based around the re-introduction of natural scents into every day life. Food Futurologist DR Morgaine Gaye created an experiment to see if people were able to name what they are smelling when being blindfolded, the results came back negative with people not being able to name an apple when placed under their nose without seeing the object itself (Gaye, 2013). Everyone’s perceptions of smells have changed due to the synthetic odors that are around today, this is why we can’t name what an apple is because it simply doesn’t smell like the sweet flavoured apple we have become so used to. This told us there is a gap in the market for our consumer to be reminded by the natural scents they are surrounded by.

The concept behind Smoke on Water is a unisex fragrance made up of two bottles that bind together, creating one. The first part is 100ml bottle of ISO E Super. This is a single molecule which reacts with the pheromones in your skin, creating your own personal fragrance to lift. Part two of the fragrance is a range of 30ml vials numbered 01-10 which are interchangeable with the ISO E. The fragrance in the vials will be a more concentrated perfume which scales in the hint of the smoke scent, the higher the number of the vial, the stronger the scent of smoke. The smoke will be mixed with other natural notes such as moss, wood, vanilla and tobacco.

“Oversaturation with chemical smells has compromised our ability to appreciate complex and subtle natural odors.”

(Aftel, 2001)

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Creating a unisex fragrance was an obvious choice to us, with this statistic from The Daily Mail backing it up. “30% of male fragrances are worn by women.� (Daily Mail, 2008: Online) Living in the modern world where the consumer is becoming increasingly more experimental, men are now open to wearing feminine notes. The scientific makeup of the skin means fragrance smells differently on a man than it would on a woman, this carries on with the idea that there is a slim chance of finding someone who smells like you on the street, if a man is wearing the same number vial as a woman it will end up smelling slightly differently, making it more interesting.

When visiting Miller Harris, we were told having a wardrobe of scent is important. If you continuously wear the same scent, you become so accustomed to the smell that you can no longer smell it, this loses the fun of wearing a fragrance.

Hearing this, it affirmed our concept of creating a wardrobe of scents that the consumer can change from day to night.

Our consumer is a creative.

Aimed at 25-34 year olds, they have a strong interest in the world that surrounds them, whether it is through art, music, film or culture. With sustainability being an important way of life, they are environmentally conscious of the impact we have on the world, they show this through their way of life. Knowing this, Bind aim to be as sustainable as we can.

The idea is that the consumer will create a wardrobe of scent with the vials, giving them the ability to subtly change their scent depending on their mood, the occasion or possibly sharing with their partner.

This report will look at how Smoke on Water by Bind will launch, along with PR strategies and then finally how we will digitally create a buzz for the brand.

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The Launch

To launch Smoke on Water, we will be creating a journey, a sense of community. Bringing excitement and anticipation to the consumer is something we find to be important for the brand. Collaborating with Bamboo Bicycle Club is ideal, a UK based brand who also aim to create a community, building robust and safe bamboo bicycles.

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“We aim to introduce the joy and satisfaction of selfbuild bicycle frames to those with similar desires, and promote sustainable transport and material-use wherever possible in life.� (Bamboo Bicycle Club, 2013: Online)

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Sustainability is an important part of our brand, not only promoting a new fragrance to the industry but reminding society the importance of being a responsible citizen in looking after the world. We show this through the materials we choose to use for our products such as recycled glass for the bottle and recycled cardboard for our packaging.

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As part of the promotion, the consumers will ‘rent’ a bike from the company, this bike will then take them on their journey. The idea for each of the attendee’s to all ride a Bamboo bike is expanding on the sense of a community, they’ll all be trying something new together. If they have a positive response from riding the bike this will then, hopefully, bring more customers to the company.

Seeing a relationship with them to Bind isn’t difficult. A product of ours is a storage box to keep the vial’s safe when they aren’t being used, made from bamboo wood. The box is designed to resemble a keep sake that the consumer would purchase on their travels and display it with pride on their chest of draws. Collaborating with Bamboo Bicycle Club would carry on the bamboo theme throughout the marketing of our fragrance. Not only does it look aesthetically pleasing, it’s a sustainable material doing the world some good.

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To coincide with the consumer being able to build their own bamboo bike, giving the bike that extra bit of sentiment as they spent their time constructing it.

We thought as part of our launch, our consumer can take part in a workshop to construct their own storage box for the fragrances, making it something they treasure, as well as the fragrance - presenting it as they would a sentimental family photo that they pass down the generations.

Bamboo Bicycle Club are a relatively new brand, being a couple of years old. Weekend workshops are available for their members to have full input on decision making of the aesthetic of their bike, along with constructing it themselves - creating the feeling of achievement and having a connection with the small group that were a part of the workshop.

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Throughout the journey the consumer will be introduced to the range of vials in order, working their way to vial 10, the smokiest scent of the range. By this point, they will have taken the time to understand Smoke on Water, the more you understand, the more you appreciate. It isn’t just a fragrance, it’s a Future Classic.

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It’s a treasure hunt, it is an adventure. The journey leads you to the final destination, a secret location in East London where the fragrance becomes complete. Here there will be a performance by Sigur Rós, an icelandic band known for their incorporation of classical and minimalistic aesthetic elements.

The band won’t be used as ambassadors for our fragrance, they simply will be an added bonus to end the day, though they have very similar attributes as our consumer.

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The destination will be in Epping Forest in East London, taking the consumer away from the city, surrounded by materialism to a tranquil place where nature is at it’s best. On arrival, they’ll be a camp fire to enjoy, bringing everyone together, along with cider and homemade cake.

The cake being homemade shows that that extra little bit of thought was put it in, making it more personal. As it’s been a long day for everyone, with plans for them to arrive at around 5.00pm, a buffet will be put on with a few varieties for them to choose from. Having the event as a whole day event, will gain the consumers love and trust a lot quicker than an evening at an event, not quite understanding the product, the brand or their values.

Their music being extremely moving and indescribable, enables us to appreciate the world that is around us, they play on the beauty of nature through their music. Being vegetarian’s, they created a film in 2007 called Heima, which means to be at home or homeland, they played a series of free gigs around Iceland which went largely unannounced and entirely through word of mouth (Best, 2007: Online).

Proving they aren’t materialistic and money driven, being perfect to represent Bind on this day.

The ticket to the event will be a completed map of the route. Throughout the journey they will get the next piece of the map leading them to the next location, once the map is complete they know where their final journey will take them. Overall there will be 10 pieces of the map that connect together as there are 10 locations throughout the day linked with the vial’s.

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The idea isn’t for it to be a competition, aiming to be the first one to arrive. It is to work together as a group, strangers who have never met, who build a relationship through Bind, finding their way around and learning about the brand.

At the final event, the consumer will receive a mini tester of the chosen vial they want along with the ISO E, completing the scent so they can see how the two blend together with their pheromones.

The idea is for the consumer to over time purchase a few varieties to change them around, creating a wardrobe of fragrances, though for the event the consumer will choose the one they would like to begin with. Being surrounded by all of the notes in the fragrance, smoke, wood, moss, the smell of tobacco and they themselves being ISO E, they will be Smoke on Water.

This launch event will be repeated around key cities that Smoke on Water would market in, keeping it limited within the first year. This event will act as a tour around the country and then eventually branching over to other countries, such as Stockholm in Sweden.

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PR

A Future Classic

Smoke On Water

By Bind Fig 11

The strategy behind Bind lies mainly in the publications we will feature in, collaborations and the events we host, to spread the word of our existence and keeping existing customers interested. Being a niche brand who won’t rely on mass advertising to ensure we have a large customer base, we won’t be needing a PR company to help us with extra promotions. However, we may need to seek outside help during the year if things take off quicker than we thought, so have found a PR company we feel would represent us well if we feel we need them.

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Brand Ambassador

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Having a celebrity’s face connected to Bind wouldn’t make sense, especially not to our consumer. They have no inter- Fig15 est in a celebrity’s personal life or seeing a certain someone’s face connected to brand for example Beyonce with H&M. This wouldn’t persuade them to buy an item of clothing or a perfume. This particular way of marketing works for brands that cater for the mass market such as Balcenciaga’s Florabotanica fragrance with Kristen Stewart as the face of the brand, enticing in young teenagers, though this isn’t relevant to Bind.

Having someone with a certain fan base, similar to the one of Bind’s target market would be more appropriate as we would be targeting it to the right demographic. Founder and creator of love-aesthetics. blogspot.com, Ivania Carpio would be this person. Based in Sweden, she is a minimalist who has always had an aversion against excessiveness and decadence (Carpio, 2013: Online).

She believes in having a small capsule wardrobe and creating new looks by piecing the different items together rather than owning a large wardrobe with it being impossible to get through each item. Creating a lot of her pieces herself though spending money on key and sustainable items that she expects to last a long time, she would be ideal to represent Bind. Living her personal life as a vegan due to health benefits and environmental reasons she isn’t naive of the issues going on in today’s society, keeping her well away from the high street and staying with thrift shops and self made items that have a story.

Ivania Carpio could help the brand by featuring it on her blog, having 17,870 followers on instagram (2013: Online) this is an indication of the huge number of readers she has on blogspot. Ivania would spend a week with our Some on Water range, testing out each one. Her post would then feature her favourite number of vial and any general response she has for the product and our brand - which hopefully, will be positive, sending customers our way.

Publications

Smoke on Water is minimal, adaptable and natural. Our brand message needs to convey these three words. Choosing the correct publications to represent our brand, ensuring they’re being read by our target consumer. To keep the theme consistent throughout the marketing and promotion of Smoke on Water by Bind the advertising for the brand will be largely through word of mouth of our consumer telling their friends about our brand and spreading the word - our brand traveling around, as well as our consumer.

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This demographic would be the readers of Dazed & Confused, LOVE, National Geographic, Aesthetica and Oh Comely.

These magazines don’t market to the mass consumer, they are able to push boundaries and voice opinions that magazines such as Elle and Vogue cannot as they have to please a wider audience. We want to feature in magazines with an equal amount of both male and female market to ensure the ad is seen by an equal ratio of men and women. Some of the publications we will advertise in have an unspecified market, making it unisex.

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Our adverts will feature in the magazines every new season, to bring in a new set of customers. Appearing in the magazines monthly will take away the niche-ness of our brand.

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PR Agency

The Communications Store is a PR Agency based in Kensington, London. The company work for a variety of different industries including Fashion, Beauty and Travel. As they have a broad set of experience for the different brands they have worked for, we thought they would work well for Bind as we are a fragrance brand based on all things natural, aimed at travelers.

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They work for some well known designer brands such as Burberry and Lanvin, however, they also work for the niche fragrance brand Diptyque. Taking pride in working for emerging brands, The Communications Store would be perfect.

The way they could help Bind emerge into the market is by gaining us strategic communications in the key publications we aim to feature in - having small articles written about the brand. Also, inviting insiders of DazedDigital to our launch, gaining coverage and more interest. We don’t want any publicity to a large audience before our first event as we would like it to be a smaller crowd, making it more intimate. As Bind becomes more established, the number of attendee’s will increase. This is why having an article with DazedDigital after the event will be more appropriate as they can talk about us as a brand, what we have done and plan to do in the coming year.

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Mission Statement

“Smoke on Water is here to re-introduce the natural smells in a synthetic world. With sustainability being a core value of our brand showing this through our carefully sourced materials, we aim to be as environmentally friendly as we can be. The price our consumer pays, reflects the importance in keeping the world alive. We are a future classic.�

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1st Year of Promotion

Once Bind is an established brand, we aim to have our own store in the four cities, beginning with a small one in East London. Seeing how well the fragrance is received by the customer’s in London determines how quickly it’ll be before we expand to cities in Europe. The aim is to have the store after our first year of launch.

The in-store experience will be an important part of our brand. The staff working for Bind will be passionate and understand the brand as a whole which, therefore, means a better environment to sell the products to the consumer with it being a more intimate yet laid back experience.

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Creating a new range for Bind would be one of our goals for the brand for the first 3 years. The new range would be the same concept as Smoke on Water using natural scents with a different group of notes. Having a new range will expand the products we have in our store.

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The layout of the shop will be very clean and minimal, with having an in-door tree and plants, keeping in key with our natural message and our advertisement.

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Digital

The digital age has become unavoidable in today’s society surrounding us on our every move. As much as it is exciting in the way the public can interact with their favourite brands whether it be on instagram, sending videos on vine or just shopping online using an app on their mobile, we aren’t sure whether Bind wants to follow as our consumer will be living their life - not watching other people live theirs.

Website

For the consumers to keep track of where we are currently launching and holding events there will be an interactive map following us around. The events will be shown on this map, with the consumers being able to join on the journey around, taking a spontaneous city break for the weekend meeting new fellow consumers and expanding on the community. From the launch event a ‘trailer’ will be created which will be a short film of the events from the day which will be used on our website as a trailer into the journey you could be taken on by Smoke on Water if you choose to join. The purpose for this video will be to entice and intrigue, with the soundtrack being a song from Sigur Rós’s new album set to launch on June 17th. The idea is for the video to become viral with our consumer, sending it to their friends with similar interests, gaining more awareness of our brand.

As a brand we want to educate our consumer in the art of scent as we are re-introducing them back to natural olfactory scents, opposed to the synthetic smells they have become accustomed to. Creating a website would aid our consumers who are intrigued in Bind and wanting to know and understand more. This enables the consumer to see what we are about, what we sell and our aesthetic, allowing the consumer to make the decision whether they are suited for the brand. We, however, don’t want to use the website as a way of the customer purchasing our fragrance as we feel it’s more personal to us knowing who they are bringing it back to being a community.

During the first year of promotion we will hopefully be expanding the geographical markets around the globe, starting close to home with London and then slowly branching out.

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Blog

Creating a lifestyle blog seems to fit in perfectly for our brand attitude. Recording travels, consumers, products and other brands with a similar attitude to ours. Consumers follow blogs to curate their own ideas for their own lifestyle, gathering a range of influences and new media.

Other, a store we will be featuring in for the first year of launch, are an example of the success of a store blog.

It’s also great for aspiring consumers who may not currently be able to afford the products but appreciate the lifestyle. Featuring on the blog would be ‘A Week in the Life of...’ posts where we would follow one of of consumers for a week to see how thy live their every day life, what makes them different to the rest and how they help the world by being sustainable.

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Conclusion The launch of Smoke on Water will determine how quickly we expand to other geographical markets in European cities - Barcelona, Paris and Stockholm.

To ensure the correct demographic have access to Bind, our blog will feature our brand ambassador, Ivania Carpio, as the first post of ‘A Week in the Life of..’, this will bring interest from her readers of her blog onto our website.

Bind being our mother brand with having ranges that stem off it, with Smoke on Water being our first, this enables brand growth with multiples of choices for our consumer.

Our first year of promotion will enable us to enter into the difficult retail industry in London, once we have past this barrier we will ensure to keep our standards the same, to not lose interest but gain more. We will then be able to hold our own in the industry, leading us to opening our own store. We then hope to be able to fulfill our promise of being a Future Classic.

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References

Aftel, M. 2001, Essence & Alchemy – A Natural History of Perfume, USA, Gibbs M. Smith Inc Bamboo Bicycle Club, 2013.[online] http://bamboobicycleclub.org/ [Accessed 15 May 2013] Best, J. 2007. Heima - a film by Sigur Rós [online] http://www.heima.co.uk/ [Accessed 29 May 2013] Carpio, I. 2013. [online] http://love-aesthetics.blogspot.co.uk/ [Accessed 29 May 2013] Carpio. I. 2013. [online] http://instagram.com/love_aesthetics [Accessed 29 May 2013] The Communications Store, 2013. [online] http://www.thecommunicationsstore.co.uk/ [Accessed 29 May 2013] Dazed Digital, 2013. [online] http://www.dazeddigital.com/ [Accessed 29 May 2013] Gaye, M. 2013. Food Futurologists. April 11. [lecture] Nottingham Trent University.

Sims, J. 2008. 15 Things You Didn’t Know About Men’s Fragrances [online] http://www.dailymail.co.uk/home/moslive/article-1052174/15-things-didnt-know-mensfragrances.html [Accessed 26 March 2013] Williams, J. 2010. How to Start a Perfume Brand [online] http://smallbusiness.chron.com/start-perfume-business-3537.html [Accessed 16 May 2013]

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Image References Fig 1 Bind, May 2013 [own photogragh] Fig 2 Brand Onion, May 2013 [own image] Fig 3 Bamboo Bicycle Club Website, online (2012) Available at: http://bamboobicycleclub.org/bamboobicycleblog/ [accessed 30/05/13] Fig 4 Bamboo Bicycle Club Logo, brand website, online (2012) Available at: http://bamboobicycleclub.org/ [accessed 30/05/13] Fig 5 Sigur R贸s Heima tour, google, online (2007) Available at: http://m.blog.hu/al/alfaomega/image/Heima/heima2.jpg [accessed 30/05/13] Fig 6 Sigur R贸s Heima Album, google, online (2007) Available at: http://img1.imagesbn.com/p/634904030896_p0_v2_s260x420.jpg [accessed 30/05/13] Fig 7 Epping Forest, google, online (2007) Available at: http://www.job32v8.com/photos/229.jpg [accessed 30/05/13] Fig 8 Epping Forest, google, online (2005) Available at: http://upload.wikimedia.org/wikipedia/commons/1/1a/Frosty_lake%2C_Epping_Forest_-_geograph.org.uk_-_92350.jpg [accessed 30/05/13] Fig 9 Campfire , google, online (2010) Available at: http://3.bp.blogspot.com/_29Qa2dWe5U4/TEkzG-mUW4I/AAAAAAAAEW4/b3XzLbEToRg/s1600/ DSCN0344.JPG [accessed 01/06/13] Fig 10 Summer outdoor buffet, google, online (2012) Available at: http://data.whicdn.com/images/10394476/tumblr_lm63ueptHr1qb62c4o1_500_large.jpg [accessed 01/06/13] Fig 11 Bind single page advert, May 2013 [own photograph] Fig 12 Ivania Carpio, Love-aesthetics.blogspot.com, online (2013) Available at: http://love-aesthetics.blogspot.co.uk/2013/03/outfit-all-white-red-matte-lips. html [accessed 28/05/13] Fig 13 Ivania Carpio Nail DIY, Love-aesthetics.blogspot.com, online (2013) Available at: http://love-aesthetics.blogspot.co.uk/2013/02/beauty-rose-gold-nail-piercing.html [accessed 28/05/13] Fig 14 Ivania Carpio Wardrobe, Love-aesthetics.blogspot.com, online (2013) Available at: http://love-aesthetics.blogspot.co.uk/2013/02/diy-clothing-rack-made-from-plumbing.html [accessed 28/05/13] Fig 15 Ivania Carpio Items, Love-aesthetics.blogspot.com, online (2013) Available at: http://love-aesthetics.blogspot.co.uk/2013/02/life-packing-for-fashion-week.html [accessed 28/05/13]

Fig 16 Dazed & Confused Cover March, google, online (2013) http://cdn01.cdn.justjared.com/wp-content/uploads/2013/02/mia-dazed/mia-wasikowska-covers-dazed-confused-march-2013-01.jpg [accessed 02/06/13] Fig 17 Love Magazine Cover, google, online (2012) Available at: http://ftape.com/media/wp-content/uploads/2012/09/Saskia-de-Brauw_LOVE-Magazine-cover.jpg [accessed 02/06/13] Fig 18 Aesthetica Magazine Cover, google, online (2010) Available at: http://www.ecuad.ca/sites/www.ecuad.ca/files/imagecache/story_image/news/201006/54207/aestheticasean-raggett.jpg [accessed 30/05/13] Fig 19 National Geographic Cover, google, online (2013) Available at: http://t2.gstatic.com/images?q=tbn:ANd9GcR2BcAmY3amG2etC-Usx20SFnd7c1ZvdOrYYXwxLMeHdoF7yU5b [accessed 01/06/13] Fig 20 The Communcations Store Logo, online (2013) Avilable at: http://www.thecommunicationsstore.co.uk/ [accessed 01/06/13] Fig 21 Dazed Digital Screen Shot, online (2013) Available at: http://www.dazeddigital.com/ [accessed 02/06/13] Fig 22 Merci Store Paris, google, online (2013) Available at: http://travelinhappiness.com/wp-content/uploads/2012/08/merci-2.jpg [accessed 30/05/13] Fig 23 The Goodhood Store, website, online (2013) Avilable at: http://goodhoodstore.com/information [accessed 01/06/13] Fig 24 Othe Store, website, online (2013) Available at: http://www.other-shop.com/about [accessed 28/05/13] Fig 25 Other Store, website, online (2013) Available at: http://www.other-shop.com/about [accessed 28/05/13] Fig 26 Other Store Blog, website, online (2013) Available at: http://www.other-shop.com/blog/category/recommends/ [accessed 02/06/13]

Appendix Our primary consumer research was carried out by a questionnaire online

Word Count: 3,321 Word Count with referencing: 3,651

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