Insight Comparison and Analysis Report Nadia Macharia FASH10106
Fig 1
Contents 3
Insight 1 Concept & Competition
5
Consumer profile & Promotion
7
Mood Board
8
Insight 2 Concept & Competition
10
Consumer profile & Promo-
12
Mood Board
tion
13
Insight 3 Concept & Competition
15
Consumer profile & Promotion
17
Mood Board
18
Final Selection
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List of References and Images
Fig 2
Insight 1 Fragrance has the ability to create an identity for the wearer, a fingerprint that announces them before they enter the room. However it may not be be aware of your skin sensitivity. Can there be a hypoallergenic perfume?
In
terms of potential concept, we wanted to combine aesthetics with science to create a perfume that would be visually appealing to consumers, whilst still being in tune to their skin sensitive needs; as close to a hypoallergenic fragrance as possible. We want to bring glamour to science; we realised that most brands who are focused on glamour, the fragrance or the brand story, don’t usually have clinical benefits (or don’t showcase them), and do not market their product to people with sensitive skin. Whereas, more natural, less commercial brands, whose products have more benefits in terms of skin sensitivity, are very anti glamour, and have minimal or very clinical packaging. In a recent survey that we conducted, 46% of people who answered said they’re purchase was based on the bottle or the packaging of the fragrance.
We would want to communicate to our consumer that they do not have to cut out fragrance just because they’re skin is sensitive, and that the product they use can be beautiful enough to show on their dresser, rather than hide in their medicine cabinet. I think there is definitely a need for this product because when looking at the research, we found that firstly, fragrance and preservatives are the most common to blame for allergic reactions, and if you look at what part of the perfume causes these reactions, it is most commonly attributed to the fragrance mix, which has to do with he integral parts of the fragrance (the parts that create the actual smell itself), and are most commonly used in most perfumes, deodorants, detergents and other household cleaning products. This means it can be very difficult for a person who has sensitive skin to find fragrant products that won’t irritate their skin.
This was the most common choice for the reason behind purchase. In the same survey, 74% of participants said they would like to have a moisturizing aspect to fragrances. We thought this showed an opportunity for us to create a fragrance that touched the points they did not. 3
Potential Competition Our competition would be established brands such as DKNY and Jo Malone, who have products that have moisturizing benefits, and use natural products. Bespoke brands could also pose a threat as the individual can create a fragrance that suits their skin.
Our brand would be different as we will be combining all the point which these other brands do not touch on; we will be merging aesthetics and glamour with physical benefits.
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Neat Freak
She would be galmorous, a fashion lover in her own right. some one who is in to beautiful things and likes their space to look good; to be a reflection of their sense of self. Buisness Woman
Potential Consumer
She would be a woman who probably has sensitive skin, so appreciates niche perfumers, bespoke and even fragrance free products for their benefits and maybe even their exclusivity. However also loves mainstream popular brands, as she is in to fashion and glamour. She like how their bottles look, but more importantly she likes how they make her space look.
MusicMaunstream/Alternative
AccessoriesNiche Jewelry
Adverising in magazines
Promotion
Short advertisments before Youtube videos, as well as collaborations with beauty bloogers and vloggers.
Large instore advertising 6
Celebrity endorsements Cute and intersting promotional material e.g the Penhaligon’s ribbons with the scent on them.
Non irritant benefits
Remove clinical feel
G L A M O U R
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Fig 3
Insight 2 Every product is taken at face value; the consumer decides how it makes them feel. But have you ever wondered what the perfumers and brands wanted you to think of feel when they made your favourite fragrance?
Our
second potential concept consists of an event that would be open to the public, and would showcase what’s new in fragrance. It would communicate the importance of fragrance in society, the latest trends in fragrance, and what new and niche brands have to offer. It would also be a place for fragrance enthusiast to come together and celebrate their passion, and communicate to them that people care about their interests. I think this concept is needed because there are little to no events of note that are exclusively for showcasing fragrance. Small, niche brands have little or no point of contact with potential consumers, which could be a contributing reason to why only 5% of fragrance launches are around 2 years later. We saw this as an opportunity for ne or small brands to show what the have and build a loyal clientele base, and for more established large brands to expand and make their fragrance sector as large as say their apparel or home sectors. In terms of competition, it would be other events that have the potential to showcase fragrance such as the fashion weeks or London fashion weekend. Large brands who do apparel as well as fragrance such as Chanel, Dior, Jimmy Choo or even Viktor & Rolf can be potential competition as they may showcase their fragrances at their own fashion shows or at any sort of events they hold. Groups like the perfume society also hold events based on fragrance, creating potential competition due to their credibility in terms of fragrance knowledge.
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However, I think our concept would be different as it would bring all kinds of brands together, from different market levels, paving a way for niche brands to be seen at par with larger, mainstream brands. This event would aim to make perfume an experience rather than just a purchase, allowing the brands themselves to construct the experience they wanted their consumers to feel when they were making the product.
Fashion weeks that are established and have large audiences.
Potential Competition
Large brands who are known for thier apparel showcase their fragrance at their own events
Events held by the Perfume Society, as they have credibility. 9
Fragrance enthusiast
Potential Consumer
Our potential consumer would definitely be a fragrance enthusiast. A person who loves fashion, a savvy shopper who always likes to know what’s new in the industry. They could also be journalists going to the event so write about or photograph what’s new in fragrance. The consumer would be interested in niche brands and what the can offer them that could be different to something they have had before.
Journalist
Promotion
Social Media
The event could be broadcast on snapchat. Large brands could use their audience to create buzz
Flyers could be handed out on the street and in shopping centres.
Collaborations with beaty bloggers. 11
Fresh look that showcases the ingredients e.g flowers
Independent fragrances and perfumers
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Insight 3
A woman’s wardrobe is the most in-
timate cradle of her most important belongings. Although most of the time it smells like dust bunnies and cheap detergent. Do you think Carrie Bradshaw would approve?
The
final concept is to create a fragrance for the wardrobe. Through this we would want to communicate that products that originally had no appeal can be re made in to something people want, in the same way we want to communicate that it is ok for people to constantly reinvent themselves. That the wardrobe isn’t just somewhere where one hangs their clothes, but a shrine to one’s love of fashion, an extension of one’s self and therefore should smell as such. The need to re brand and reinvent is integral in every market as people are always looking for what is new and fresh. The current market is not appealing to the youth as it is all very outdated. I think it is necessary to bring glamour back to the wardrobe. Fig 5
Fig 4 The competition for this market would consist of brands like the White Company, who make scented sachets and drawer liners, other home fragrance brands and other apparel brands with home sectors and home fragrances. Fragrance brands that are well known and trusted such as Fredrick Malle would pose competition as they make home fragrance and have a large following. Even fabric softeners and detergents would be competition as they are a cheaper alternative. However, I think we would differ from them because, firstly, we wouldn’t make draw liners and linen sachets. We would direct our marketing to a different audience and make the product more glamorous, with beautifully packaged bottles and diffusers. There would be an air of exclusivitiy.
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Well known brands who have home fragrance.
Scented fabric softers and detergents make a cheaper alternative.
Potential Competition
Potential Consumer Fashion forward, who takes pride in her collection of clothes and loves the industry.
Powerful
Extrovert Professional
Confident, strong women who know what they want and are unafraid to stand out.
Fun loving
Loves luxury and exclusivity, and thinks her wardrobe is the most important part of her home.
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Promotion
This product would be promoted to a specific market, through social media campaigns, pop ups and representation at fashion events, celebrity endorsements, collaborations with fashion bloggers, and magazine advertisments.
Wardrobe fragance
Reinvention
Luxury
Final Selection For my final selection I chose our second concept, the fragrance event. I chose it because I think it has the most promise in terms of execution. I think it combines the target consumers of all three concepts and would appeal to all of them, whilst also leaving room to have its own individual audience. It also has the most un-tapped market out of all the concepts, meaning it would be truly fresh and new. It would bring people of all walks of life together and has the potential to grow to be at par with events such as fashion week.
Fig 6
List of References
Vanessa Ngan, 2016, Fragrance Mix Allergy - dermnetnz.org/dermatitis/fragrance-allergy.html http://ec.europa.eu/health/scientific_committees/opinions_layman/perfume-allergies/ en/index.htm David T. Derrer MD, 2014, Skin Reactions to Beauty Products - www.webmd.com/ allergies/guide/cosmetics Emmanuelle Moeglin, 2014, Fragrance on the Rise as Markets continue to Grow Globally - http://www.mintel.com/blog/beauty-market-news/fragrance-on-the-rise-asmarkets-continue-to-grow-globally Roshida Khanom, 2015, Fragrances - UK - http://store.mintel.com/fragrances-uk-august-2015 Alexandra Richmond, 2012, The Men’s and Women’s Fragrance Market - UK http://store.mintel.com/mens-and-womens-fragrances-uk-september-2012
List of Images Cover image: Ekaterina Korovela, Jouer, 2011 - https://www.flickr.com/photos/ekaterina_koroleva/6115978688/ Fig 1: http://www.flip-zone.com/haute-couture Fig 2: https://uk.pinterest.com/pin/0defd2d882ee3969e8f62c902def162f/ Fig 3: https://uk.pinterest.com/pin/549509592004141437/ Fig 4: 25 Marvellous Flower Walls - http://www.architectureartdesigns.com/25-marvelous-flower-walls/ Fig 5: https://uk.pinterest.com/pin/307370743292263819/ Fig 6: Daniel Roche, Institute Magazine, 2013 - http://six-sleeping-geese.tumblr. com/page/2 19