A Wardrobe Fragrance A fragrance for your wardrobe which keeps your clothes smelling fresh whilst representing the consumer, enabling them to show off their wardrobe. We want to target people who are proud of their style and whose wardrobe is the heart of their home, which they want to flaunt to whoever visits.
Individual Stylish
Revamped
Context/ Big Idea There are existing wardrobe fragrance products, however we felt there was a gap in the market for something more modern to attract a younger audience. Other products such as drawer liners and scented hangers have a ‘Granny’ connotation, suggesting they’re in need of an update. We want to make it more personal, more specific to personality than a generic drawer liner or a scented hanger, hence the tag line ‘Your Space. Your Style. Your Scent.’
Research “Household fragrance market... has been one of the fastest growing.” – Mintel, Competitive Context – UK December 2010
Research “Less interest has been shown in fragranced wardrobe hangers, drawer liners...” – Mintel, Interest in Buying Products for Guests – UK December 2012
Brand Positioning
Our Fragrance
Price: £50 Sold in: Selfridges, Harrods, Liberty’s
Our Brand Company Insight • modern, updated, stylish • high quality product
Consumer Insight
Product Insight
• cares about their wardrobe • fashionable • treasures it as their personal space • a scent to represent them
• wardrobe fragrance product • pendant style • metal casing
Our Consumer Women who take pride in their wardrobe collection, love luxurious products and enjoy having their bedroom as a social area for friends. Our target age range would be 25-50 years old. The idea is compelling to our target audience as it gives them a new way to personalize their wardrobe, and the bottle can be kept as a piece of art after its used.
Name & Logo Aroma: • a distinctive, typically pleasant smell • a subtle, pervasive quality or atmosphere Aroma describes the atmosphere and space, rather than just the physical scent. We wanted the name to consist of just one word, making it short and easy to The hanger in the final logo connotes the wardrobe element of the fragrance remember. product, making it a pastel pink shade to stand out and fit our colour palette. As well as the name, we included our tagline in the logo. It sums up our product in a concise and memorable sentence.
Colour We chose a colour palette of pastel pinks and blues, black and rose gold. The black and rose gold add a luxurious feel to the product, with touches of pinks and blue keeping it fresh and vibrant. The colour palette remains feminine to suit our target audience.
Our Inspiration There is a clear variety of companies which sell homeware scents, however there isn’t a specific fragrance which is designed just for your wardrobe, and that represents our target consumer. Our product will be more current and tasteful to attract a younger audience as well as older consumers who care about their homes.
Our Inspiration – Diane Kordas Diamond Encrusted Amulets
Our Packaging
The inspiration for our packaging came from a product we recently saw in Vogue. This product was a perfume amulet that could be worn, which gave us the idea of creating a pendant. We wanted to create something that wasn’t heavily branded and could hang easily in a wardrobe. The packaging consists of a rose gold metal case filled with scented potpourri that could be refilled, hanging on a chain. It’s a product that can be kept and reused by the consumer.
Promotional Advert We incorporated rose gold hangers in our advert to connote the wardrobe element of our fragrance, in a more lateral way. We experimented with both florals and citrus fruits in our photo shoot, however we liked the final outcomes with fruit better. We felt it conveyed a fresh and clean feel, like we were hoping to achieve. We wanted to give a visual representation of the smell. We included our logo in the advert, as well as information on our website and social media handle.
Social Media
Behind the Scenes
Website
Conclusion We believe this is a unique product that hasn’t been done before, creating a new connotation for the old fashioned wardrobe fragrance. We think it’s a feasible idea that appeals to our target consumer and could be successful in this market place.