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CREATIVE NETWORKS The Promotional Plan
Phoebe dewbury N0699029 creative networks Fashion communication & promotion Figure1:front cover
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Capture the Attraction.
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CONTENTS. Introduction 4-5 Context
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Scenstual who are we ? 11 Brand Positioning and Competition 12-13 The Big Idea 14 Brand Models 16 - 17 Creative Concept // moodboard 18 - 21 Target Consumer Moodboard 22 - 23 Primary Research 24 - 30 Photoshoot visuals 31 - 34 Photoshop Post Production 35 Branding 36 - 38 Video shoot 39 - 43 Execution 44 - 59 Promotional Plan 60 - 71 Summary 72 - 73 Figure referencing - 74 - 77 3
Harvard Referencing 78
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INTRODUCTION
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‘Consumers are recognising the added value of exclusive scents and are looking out for these’ Mintel
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WELCOME!
“Love and togetherness is crucial in creating a society we all want to live in, and the future we all deserve.” – Diesel
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his report will aim to visually establish our brands identity ‘scenstual’ through exploring trends and gaining a cultural persective in order to launch our brand, an experience day for same sex couples. Our brand has adapted to its younger generation we are bringing something new and niche into the scent market and celebrating sexuality through fragrance, An area yet to be explored. Routing for social change we hope to get across the brands ethos and messages about gender and sexuality through this promotional plan.
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From a cultural perspective gender has always been a taboo in many cases and something not to be discussed or people / couples are too afraid to truly express who they are. With famous Icons such as David Bowie, there have always been references and inspiring and challenging sexuality within music, film and fashion culture that have always tried to change this narrow point of view. However in this generation there are many who positively now embrace who they are and people are more understanding. The ID magazine issue for example dedicating an entire issue, called the ‘female gaze’, to embracing sexuality feminism and all things female is one of many magazines challenging the notion of sexuality.
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Sexuality and gender is something which is very topical and current in fashion but also an integral part to our millennial society and generation. With regards to fashion and linking this to cultural trends, the Diesel SS17 ad campaign ‘make love not walls’ very much links to the vibe that Scentsual aims to achieve, a brand which is subtly managing to challenge and abolish the gender gap literally embracing all types of relationships through color and pushing political boundaries.
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CORINNE DAY
'The best thing I did for fashion was bringing it down to earth, bringing a documentary quality to it. I wanted to put in that feeling of youth culture.'
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Corinne day was my main inspiration for the photoshoot that we produced, she has a close relationship with the girls that she captures when photographing her female models through the lenseS. There was something youthful and personal about her images which I feel would juxtapose with our brands identity. 9
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GENERATION Z
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Scentsual, who are we?... Our brand is an experience day for same sex couples embracing togetherness and bringing couples sensually together through fragrance. We are an experience day focusing specifically on homosexual relationships, we offer a sense of belonging, luxury and affordable memories for our consumer. We are niche, offering something unique in the creative hub of Shoreditch with a personal, wholesome and organic edge we focus on giving the couples a bond with nature as well as eachother. A huge trend in our target consumer habits is healthy eating and being situated in such a creative trendy place we have to consider ‘do I care shall I share ‘catch phrase. So the concept of making the food organic and having other healthy innovative ideas such as bio gradable packaging and maybe a garden where couples can handpick ingredients and flowers for their partner in the summer would aesthetically be pleasing for the consumer colourful and edgy enough to promote on instagram because are so exclusive. The purpose of it being personal and natural is to enhance this sense of belonging bringing you closer to each other and to nature. With a photo booth in the studio and a photographer capturing your day through Polaroid’s it’ll be an experience one will never forget.
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BRAND MODEL
HIGH PRICE POINT
LUXURY CUSTOM
GENERIC LESS PERSONAL
LOW PRICE POINT
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Brand competition The brand looks professional, From the research I have carried out however scentsual is niche because I have found out beneficial insights to it offers something unique with the help differentiate my brand. experience offering a more personal touch then the the perfume studio . ‘The perfume studio’ is situated in The perfume studio caters for many London and caters for consumers sectors for example weddings and with a desire to create perfumes. masterclasses however the ultimate Being London based, having day with a perfumer based in London several locations across the UK and costs £199 whereby our experience expanding with regards to what it day costs £150 more affordable for offers means that the company is a our more younger target audience. potential competitor. With the use of a This got our brand thinking about famous actress having recently visiting what else we could do to enhance our the store, the celebrity endorsement promotional strategies, for example as a promotional platform will be scented flyers/business cards and also something scentsual shall consider having a catering food experience particularly in the launch. , collaborating with a healthy food company such as Abel and Cole could be potential platforms.
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The choice to have a fresh handmade hamper to further differentiate the experience will make it even more memorable. This will enable the couples to enjoy a picnic in the garden late afternoon across the summer period.This could incorporated in the day to heighten the days experience, aesthetically pleasing the sense of smell and sensuality that we aim to satisfy.
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THE BIG IDEA.
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“An experience which makes homosexual couples feel comfortable in embracing there sexuality through fragrance.” 14
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BRAND WHEEL
complimentary scneted polaroid of the couple
embossed leather tag attached to the perfume with couple names and the date.
COMPLIMENTARY AFTERNOON TEA
potential national expansion
affordable memories
creating a sense of belonging unforgetable experience luxurious
SCENTSUAL
relaxing atmosphere
strengthening bonds
ROMANTIC
EMBRACING homoSEXUALITY
PERSONAL
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a chance to embrace who you are
DISCOUNTS AVAILABLE ON THE APP’S POINT SYSTEM
our aim: TO CAPTURE THE ATTRACTION EMBRACE THE SCENT
BRINGING COUPLES TOGETHER
TOGETHERNESS
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7P's Price: £150 Product: Service Promotion: Scented flyers, App points system, potential Collaborations with wowcher and ambassador for the brand would be a powerful figure such as adwoa or ruby rose. Place: Situated in the creative hearts and Trendy places of iconic London location will be based in either Camden , shoreditch, Putney,Notting hill or maybe soho somehwhere a bit sexually controversial . Packaging: minimalistic, polaroid, stylish, personal, leather embossed label with names and date. Positioning: Partnership with virgin experience days aim pricing and promotion People: Young target audience 18-late 20’s
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CREATIVE CONCEPT.
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Creative Moodboard Enviromentally friendly
complimentary healthy Hamper
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Pick your own f ingredients
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Concept d/Visuals Natural ingredients
ORGANIC
flowers and
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TARGET CONSUMER
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Ideal male Target consumer
Giorgio Tsintoukidis Lives in London In a homosexual relationship Works at the Hive Model Management.
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William George 20 STUDENT
What do you think of Scentsual? Focus more on the experience not the product, which by the sounds of it your brand is exploring that. its got an organic twist which is interesting. personally i think scent is important but perhaps would be more tempted to buy an industry based perfume purely because the smell is different on everyone anyway. i would prefer an established branded product. What potential do you see in our brand? personally i feel like if you opened up the experience day to heterosexual couples this would make your market a lot less narrow. 25
“ PERSONALLY I THINK SCENT IS IMPORTANT�
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Matthew Bell Model Agent @ The Hive Management
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PHONE INTERVIEW WHAT DO YOU THINK OF THE BRAND? I really like the name I think it fits well with what you’re trying to achieve. I think Its niche definitely something that’s not been done before and something I would consider doing with my partner. A great idea that your collaborating with virgin experience days for your launch as there’s not anything like what your targeting. ‘The experience feels romantic and for me and my partner it’s important to feel Safe. In two words, We want to feel like it’s a gay friendly environment’ What things stood out for you? I love the healthy hamper idea, adds more to the experience day. I think it’s a really cool idea, particularly making perfume, it’s all so personal. With all the health hype going on in London at the moment, with people going vegan and London hosting a variety of food festivals it’s nice to feel like we can go somewhere we feel we can be a part of this health trend and get involved with it. The photobooth idea is also a really good one, they’re very popular at events and a nice memoir to take away from the day. ‘Definitely something we could consider doing for an occasion…it sounds so lovely ’ Things we could do to improve? Perhaps have a live band playing or music in the background when you’re making the perfume to add to the sensuality of the day. Consider location, if you wanted to go somewhere else that’s trendy and has cheap rent for your store opening and profits, think about Hackney. I like how its situated in the heart of Shoreditch. Collaborations with a same sex brand to get the message out there and help expand your business.
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'The brand sounds really intrigueing and powerful' Charlotte, (Left)
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PHOTOSHOOT VISUALS Togetherness Sensuality
Love
Attraction
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INSIGHTS FROM PRIMARY RESEARCH figure 24
The outcomes that I have learnt from my research was that I need to potentially consider my target consumer? Perhaps make it less narrow and open up to heterosexual couples in the future. Explore the different types ofmusic that would be played in the perfume studio to enhance the romantic experience. To help expand our business, to also collaborate with same sex brands. The researchwas really interesting and beneficial and as a company we will take into account these insights and new concepts.
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Visuals for the Photoshoot
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Beatrice Anderson, 18 Model for the photoshoot
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Beatrice is in her first year at Uni and although she’s not in a same sex relationship her natural look we thought would fit with our natural aesthetic. Although she’s not in a same sex relationship we wanted to create a campaign that would accommodate for both same sex couples and heterosexual couples in case we decide to branch out, taking into consideration our primary research insights.
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photoshop post production
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Photoshop retouches include using the blur tool to eliminate any blemishes, the burn tool to darken certain areas such as emphasizing on the cheek bone area or the flowers and then I used the dodge tool to highlight certain areas of the face.
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Branding.
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Logo
Developed Logo
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Tagline and Font Development I think you have the most beautiful scent. EMBRACE YOUR SEXUAlity
embrace your sexuality
BEyouTiful capture the attraction
Chosen Tagline 38
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Casting the models
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We chose this couple for the shoot because we felt that they had a close bond and were comfortable in embracing who they are. Being relaxed in front of the camera and expressing their sexuality is positive and would convey the right sort of message for our brand. The girls are friends of one of the girls in our group so when casting our models because one of us knew them on a personal level, we knew the footage would be really convincing and compelling.
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Video shoot Aesthetic figure 30
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Music
chosen song: Birdy wings
Styling two changes of clothes colour coordinate? indy casual comfortable clothing Hair Up
video shoot plan
Locations
Poses Holding hands kissing having a chat (natural) walking in the street laughing Jumping into eachothers arms
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Ugly bread bakery in lace market. Tesco A Bar The Tram Train Park Flat Kitchen fountains Rough Trade
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‘Customized fragrances offer variety and value for money’
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EXECUTION...
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Scented promotional leaflet
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Print Add
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social media
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INSTAGRAM PAGE
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FACEBOOK PAGE
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PACKAGING
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Sample kits
Perfume Bottles
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‘‘Sample kits could increase sales in the category’ 52
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Luggage Tag for Packaging
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Store Aesthetic
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COMMUNICATION TOOLS figure 42
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Word of mouth . Visual Advertising 57
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{
Collaboration with
Prices considerably lower, these experiences would be potential competitors. Most experiences over ÂŁ200 would be too pricey, so we have targeted mid market sector. Figure 44
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Gap in the market
Nothing that specifically Targets gay couples in the fragrance sector
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January
November
~We launch our advert in Archers magazine.
2017/18 Promotional Timeline
~ Launch ~collaboration with virgin experience days
Winter
Autumn
December ~Christmas themed hampers for the couples. ~Snow themed pop up perfume pod event, interactive games with a winter wonderland decor.
1 Year Autumn
November ~Launch opening of our new stores located in in Nottingham, Lace market and Brighton
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~Valentine dotted aro themed pe builder an ~annonym expressio there nam with inspi and messa take away polaroids
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March /April With our interactive app we will send out a map of shoreditch and send you clues to hunt for different perfume ingredients and easter egg chocolate, winners will feature on the instagram and gain a delux chocolate hamper and reward points.
February
es day pop up pods ound London, love erfume lab, scent nd decor. mous wall of on couples can sign mes irational quotes ages as well as y love locks and have taken of them
July ~Secret Garden party- music and arts festival ~Lovebox
Spring
Summer
May/June ~We launch our first couples picnic/bbq and perfume builder taster experience for just ÂŁ45. ~Fathers day discount on the experience day ~Gay pride festival - Key date in our calender.Aiming to have a stand at the festival. ~London wine week
September
~Back to uni campaign
October ~Halloween trickle treat goody bags and discounts sent to consumers.
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August ~Glastonbury ~wilderness
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Autumn/ winter plan ~LAUNCH~
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FEBRUARY PLAN
PERFUME LOVE PODS LOCATED AROUND LONDON
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Anonymous wall of expression, embracing your homosexuality writing personal messages and quotes.
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Attach your message with your lock and throw away your keys!!
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SPRING PLAN
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Map of shoreditch for treasure hunt
Share your journey around Shoreditch hunting your perfume ingredients and chocolate to be in with a chance of featuring on our instagram and winning the deluxe fragrance hamper. 67
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SUMMER PLAN May-August
Perfume taster Experience day and couples BBQ
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October
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New perfume studio launchs Brighton Perfume Studio
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Nottingham Lace Market -Hockley
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SUMMARY
Scentsual is proud to present this unique concept to the fragrance industry. With lots of innovative scent related objectives that we hope to achieve through our variety of communication and social media platforms, we see lots of potential. We truly believe that our aims and success will be met in this 12 month promotional plan, with our experience day differentiating itself from our competitors we are a niche and bespoke company with room for expansion.
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Appendix
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Figure reference 1. Article title ‘Beauty On A Budget’. Website title MISHKAH BLOG.Year of publish uknown. URL: https://mishkahjournal.com/2017/03/02/beauty-on-a-budget/ [Date 31st May] Figure reference 2. Article title Hunger TV. Website Pinterest.year of publish unknown. URL: http://www.hungertv.com/gallery/129160/1/2/third-eye/ [Date 31st May] Figure reference 3. Article title photoshoot prep imagery.Website title Pinterest. Publisher uknown. URL: https:// uk.pinterest.com/pin/576179346067249100/ [Date 31st May] Figure reference 4. Article title uknown.website pinterest. Publisher unknown.URL: http://1c4cdc1f78a486fa76a9e04d4617904b [Date 31st May] Figure reference 5. Article title photoshoot prep for fragrance project. Website reference pinterest.Publisher unknown. URL:https://uk.pinterest.com/pin/ASLvqpTo0ty6-d0EIyoHREsajWQvInjRs-sAkj822GLpm-VLgpfIio0/ [Date 31st May] Figure reference 6.Article title ,i-D’s first female-only photographer line-up. Website title ‘Its nice that’. Publisher unkown. URL: http://www.itsnicethat.com/news/i-d-female-gaze-issue-070916 [Date 31st May] Figure reference 7. Article Title MakeLoveNotWalls: new Diesel ss17 campaign , MATTLUMINE.website title ‘mattlumine.com’. Publisher unknown. URL: http://www.mattlumine.com/makelovenotwalls/ [Date 31st May] Figure reference 8. Article title PHOTOGRAPHER // Corrine Day.Author Simon Johnson.website titleWest End Camera Club. URL: https://www.westendcameraclub.com/blog/2015/10/11/ photographer-corrine-day [Date 31st May] Figure reference 9.Author ‘S. Fox’. Article title ‘ Stussy 2013 Fall Editorial by Tyrone Lebon’. Website title ‘HYPEBEAST’. Publisher unknown.URL: https://hypebeast.com/2013/8/stussy-2013-fall-editorial-by-tyrone-lebon [Date 31st May] Figure reference 10.own work – positioning map [Date 31st May] Figure reference 11. Article title ‘The Perfume Studio’. Website title Theperfumestudio.com.Publisher uknown. URL: http://www.theperfumestudio.com/ [Date 31st May] Figure reference 12. Article title ‘Секреты бритья, о которых стоило узнать раньше.Website title ‘quelle’. Publisher unknown. URL: https://www.quelle.ru/blog/sekrety-britya-o-kotoryh-stoilo-uznat-ranshe/ 74
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[Date 31st May] Figure reference13. Article title ‘WHI love’. Website title We Heart It.com. Publisher unknown. URL: http://weheartit. com/entry/190070771/via/bombshellas. [Date 31st May] Figure reference 14. Article title The Little Things. Website title Pinterest. Publisher unknown.URL: https://www.pinterest. se/pin/328270260321244619/ [Date 31st May] Figure referencing 15. Own work. [Date 31st May] Figure referencing 16. Article title Hannasroom.com , Collage (klicka här). Website title, Pinterest.publisher unknown. URL: https://uk.pinterest.com/pin/394839092300624742/ [Date 31st May] Figure referencing 17. Own creative concept moodboard. [Date 31st May] Figure referencing 18. Own target consumer moodboard [Date 31st May] Figure referencing 19. Primary research, consumer images off faceboook. URL: https://www.facebook.com/search/ top/?q=giorgio%20tsintoukidis [Date 31st May] Figure referencing 20.image off pinterest, consumer didn’t feel comfortable using his face so I found one of select model management. [Date 31st May] Figure referencing 21. @MatthewBell92 https://www.instagram.com/matthewbell92/?hl=en [Date 31st May] Figure referencing 22. @ charfrascona https://www.instagram.com/charfrascona/?hl=en [Date 31st May] Figure reference 23. Own moodboard [Date 31st May] Figure reference 24. Author View haveatea.Article title Νιώθοντας διχασμένη.website title ‘haveatea.gr’. Publisher unknown. URL: https://haveatea.gr/2017/03/19/ [Date 31st May] Figure referencing 25.own moodboard [Date 31st May] Figure reference 26. Own moodboard [Date 31st May] Figure reference 27.Images from Instagram account @beatriceandersonn [Date 31st May] Figure reference 28. Own images [Date 31st May] 75
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Figure reference 29. Images sent from @ charfrascona https://www.instagram.com/charfrascona/?hl=en [Date 31st May] Figure referencing 30.Own moodboard [Date 31st May] Figure reference 31.Article title ‘16/06/2016 – La Chica del Quinto’. Website title Lachicadelquinto.com. publisher unknown. URL: https://lachicadelquinto.com/2016/06/16/ [Date 31st May] Figure referencing 32.Article title ‘Simon & Valters by Bruna Kazinoti - Fucking Young!’. Website title ‘Pinterest’. Publisher unknown. URL: https://uk.pinterest.com/pin/177258935308553704/ [Date 31st May] Figure reference 33. Own moodboard [Date 31st May] Figure reference 34. Own work [Date 31st May] Figure reference 35. Own work [Date 31st May] Figure reference 36.instagram page for our brand https://www.instagram.com/scentsual_/?hl=en [Date 31st May] Figure reference 37. Own work , mock up facebook created on photoshop by me [Date 31st May] Figure reference 38. Own packaging moodboard [Date 31st May] Figure reference 39. Own moodboard [Date 31st May] Figure reference 40. Customized logo embossed luggage tags created by me on photoshop [Date 31st May] Figure reference 41.own moodboard [Date 31st May] Figure reference 42.ChristopherKane #SS16 campaign #Shoreditch #billboard shot by @harleyweir featuring Alice. Edited on photoshop by me , edited print add layered over the top [Date 31st May] Figure reference 43. Article title Pedigree Dog Food. Website pinterest. Publisher unknown. URL: https://uk.pinterest.com/explore/pedigree-dog-food/?lp=true [Date 31st May] Figure reference 44. Article title ‘Virgin Experience Days - Gift Ideas | Experience Gifts’.Website ‘Virgin Experience Days’. URL: https://www.virginexperiencedays.co.uk/ [Date 31st May] 76
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Figure reference 45. Own moodboard Figure reference 46 Own moodboard Figure reference 47 Own moodboard Figure reference 48. Own moodboard Figure reference 49 Own moodboard Figure reference 50 Own moodboard Figure reference 51 Own moodboard
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Harvard References Article title, Fragrances Market 2016: Global Annual Review. website ‘Store.mintel.com’. URL: http://store.mintel.com/fragrances-market-global-review-2016 [Date 31st May] Author, TJ Sidhu.Article title ‘Make Love Not Walls – Diesel debut anti-division campaign’.Website dazed and confused.URL: http://www.dazeddigital.com/fashion/article/34727/1/make-love-not-walls-diesel-debut-anti-divisioncampaign-david-la-chapelle [Date 31st May] Author, unknown.Article title Fragrances - Brazil - 2016 : Consumer market research report | Mintel. com.website ‘Store.mintel.com’.URL: http://store.mintel.com/fragrances-brazil-november-2016 [Date 31st May] Author, unknown.Article title Fragrances - Brazil - 2016 : Consumer market research report | Mintel. com.website ‘Store.mintel.com’.URL: http://store.mintel.com/fragrances-brazil-november-2016 [Date 31st May]
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