BRIEF BOOKLET JESSICA SMITH, ELIZABETH GLANVILLE, MOLLY SAVIDENT AND SOPHIE HICKS.
CONTENTS 1. CONCEPT
2. CONSUMER
3. COMPETITION
4. BOTTLE AND PACKAGING
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oncept
Our concept consists of a body spray fragrance that is used after swimming and the gym in order to remove and conceal the smell of chlorine or odours left behind after exercise. The product will predominantly be aimed at specifically swimmers and gym goers, used as a short term replacement for a shower. Our product will aim to satisfy customer needs making it easier for on the go people to get ready in a short amount of time without worry of not having a shower and smelling of chlorine or sweat. There is very little out there on the market that is a short term alternative for not showering, due to society and the way people view the world, it is not ‘socially acceptable’ to leave the house or the gym for that matter without a shower . Therefore this product will help solve this problem but will also make the consumer feel a lot more comfortable after a work out and not have to worry about how much time they have before their next appointment / job or event.
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I hate the smell of chlorine, it makes
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me feel dirty and disgusting!
Through the use of social media and print media, we plan to communicate with the consumer. We would use promotional imagery in magazines specific to exercise such as men and women’s health however we would also place it in general magazines to connect with the general exerciser. We would also create a promotional video that is featured on social media sites such as twitter and Facebook to allow connection with a broader range of customers.
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onsumer
Our product would be aimed at the typical sporting individual; whether it is your once a month sports person or your daily ‘fitness freak’. Our product would be typically for the active sports person who’s conscious about health and fitness, always on the go and therefore has no time to get ready after exercise. They’re conscious of their public image and the way they present themselves and are looking for a quick and easy fragrance that reduces odours after exercise.
“I would love a fragrance that reduces odor as I’m always on the go!”
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ompetition
We have a variety of competition, however they’re not to necessarily identical to our idea. Swim spray which is a chlorine removal spray which is for the hair and body, it may get rid of the smell of chlorine but it won’t give the customer a nice smelling scent too like our product and it is not for the general sports person as our product will not only mask the smell of chlorine but will mask the smell of odours for after working out. Boots Sun, swim and gym is a main competitor for us, however this product is a body wash whereas our product is a body spray.
We found that there is a huge gap in the market for our product as there is nothing like this; a body spray for after working out or swimming that will mask the smell of odours or chlorine, in a variety of scents to make the scent personal to each person. Our product would be sold in Boots, Superdrug and leisure centres. Our product would be sold for around ÂŁ5-ÂŁ10 for 100ml bottle, due to feedback from a recent survey we did which is a reasonable affordable price, ensuring high quality and product satisfaction.
After brainstorming our ideas of what we imagined the bottle shape to be like, we quickly notcied that having a simple shape would be the way forward.. ‘function over form’ is the direction we see our product going in. Other ideas included a “twist and spray” lid, this would be connected to the bottle creating easy managment of the product and would therefore mean the lid would not fall off or go missing. We also thought of many ways in which we could design upon the bottle.. maybe having a matte finish paired with a transparent one, creating an abstract look to our product, or even embossing some parts of the design. All in all we imagine our product to be simple, sophisticated, unique and fun to use.
Bottle & Packaging
The fragrance is predominantly function over form; a simple bottle and packaging would be beneficial. The bottle will use HDPE (High-density polyethylene), due to its stronger molecule density (can take more bumps, great for those doing sports and for those on the go). It will be a Tall Clear 100ml round bottle, with an Aqua atomiser spray cap- of which you twist to open/close the spray (preventing leakage and reducing waste). We think the bottle should be mainly misted, with a clear centre (alike Evian and Figi water bottles), with our logo on the back of the bottle. The primary colours used should be Aqua – relating to the product eliminating the smell of chlorine, and the colour is linked to being ‘refreshing and uplifting’ – white/ clear –highlighting the fact that the product is cleansing and pure - and charcoal grey- being a fairly neutral colour, opposed to using black which will come across very harsh. The label on the bottle FRONT will feature the products name, its function, fragrance free or not, natural ingredients, and how much liquid it contains. The REVERSE should feature instructions on how to use it, and the ingredients. Packaging for the bottle will be a standard rectangular shape, that fits perfectly around the bottle. It should have high use of the Aqua, White and Charcoal, and have a clear concise font. The copy (tone of voice) should be clear but with a fun twist (see Aussie Hair Care for ideas). Our logo should feature the main colour Aqua and Grey.