IDEAS AND CONCEPTS
Becky Livvy El Vanessa
BIGGER PICTURE & MACRO TRENDS Women’s rights- Chanel catwalk Economy- Recession, Moschino cheap and chic
Digitalisation- Wireless, Digitalised campaigns, Burberry store, Adidas store, 3d printing.
Gay rights- & other stories, valentines campaign. Diesel campaign. Britney Spears-perfume.
Racial equality- D&G fragrance ad, Naomi Campbell. Dove- equality.
Environment- Jo Malone Ageing- American Apparel, Celine, M&S Urban transition- Return of the city gardens, People are moving away from the coast into city.
IN STORE RESEARCH
Correlation between existing brands and research found.
• We saw a relationship between light, fruity and floral scents and playful bottles and packaging, e.g. Marc Jacobs- Daisy, Honey. • Darker spicy scents link to elegant bottles/ dark glass, deep purples, e.g. Alien- Thierry Mugler. • Jo Malone simple and sophisticated coming in a range of scents. • Balm perfume found in House of Fraser (relating to travel)
CUSTOMER NEEDS
GAP IN THE MARKET
• Candle/ room spray • Brush on • Tailored scent experience • Squeezable rubber bottle • Alarm to remind you when to applicate • Slim silhouette that fits in bag • Energizing qualities, herbal and health
INITIAL SURVEY- 116 Results
72% 66% 45% 32%
Do you prefer a light or heavy scent?
When do you apply your perfume?
How often do you apply your fragrance?
How much do you spend on fragrance?
answered light.
answered morning.
answered twice.
answered ÂŁ30-ÂŁ40
Sturdy, unbreakable
Rubber Bottle
TRAVEL
Refillable
Under 100ml
Calming qualities
Initial Ideas
Long Lasting
Different scents to fit different climates
Aimed at older target market HEALTH Nerves/anxiety Energy booster, caffeine replacement
Application reminder, e.g. Apps (Digitalisation)
MACRO TRENDS
SUSTAINABILITY/ ENVIRONMENT/ DIGITALISATION
Scent and ingredient • IFF- In-house naturals facility, Laboratoire Monique Rémy (LMR). • Industry standard for quality natural materials • LMR has total control of the process from field to extraction to distillation • LUSHPackaging • STRANGE INVISIBLE PERFUMES- Manufacture paper using biofuel and pulp Promotion • Burberry- Digital campaign that allows customers to make the fragrance their own by personalizing the bottle. • Marc Jacobs- allowing users to plot favourite NY spots on a map, using honey as web inspiration
SURVEY- 127 Responses
From our initial ideas we felt people who were in full time work were generally over 30 and focused on health and well being. What is your age? answered between 31-40 What is your job title? HR Teachers Directors Do you work within a fast paced environment? answered yes Urban or rural location? answered urban
46% 5 3 5 60% 42%
CONSUMER PROFILE
COMPETITION FRAGRANCES AIMED AT 25+
Expensive
Not conscious of health
Conscious of health
In expensive
Dior Chanel Laura Mercier Jo Malone Tocca Santa Eulalia Tom Ford Aqua Di Palma Helmet Lang Guerlian Kiels Creed
COMPETITION LIGHT SCENTED FRAGRANCES
Expensive
In practical
Practical
In expensive
L’occiatane, En ProvenceEau de Reines, Eau de Toilette DKNY- Be Delicious, Fresh Blossom Jlo- Glow Issey Miyake Bobbi Brown- Beach Marc Jacobs- Daisy, Honey French Connection- Eau de Toilette Burberry- Summer
COMPETITION HEALTH
Survey Question: Do you take anything to boost your energy?
90%
answered yes to caeine
Health Expensive
Practical
In practical
In expensive
Lush Body Shop Aveda Taken Zorica Of Malibu Ava Scents Trillium Organics Stella Mccartney- Sheer Prjv 1 Organic Glam - Jasmine
THE BIG IDEA