‘Where should one use perfume’ a young woman asked. ‘Wherever one wants to be kissed’- Coco Chanel
72% of adult women wear fragrance 79% of Fragrance wearers own between fragrance (with 8% owning 11 or more)
two
and
10
26% of adult women will purchase fragrance as a gift 59% of fragrance users wear the fragrance at least daily -Tru Fragrance
Screen goddess Marilyn Monroe was once asked what she wore to bed at night. Monroe replied, "Chanel No. 5, of course."
59% of adult men wear fragrance 54% of Fragrance wearers apply fragrance at least once a day 51% of men fragrance wearers own two to four fragrance and 24% own 5 or more 35 to 39 year olds spend more on fragrance than all other age groups -Tru Fragrance
So much is written about how to dress correctly these days that it’s easy to forget that there’s a certain etiquette attached to wearing fragrance too. - Lee Kynastan
London
“You are never fully dressed without perfume!” ― C. JoyBell C.
"A signature scent is more about the image of the brand, rather than following fashions,� -Louise Turner, Roberto Cavalli perfumer.
Catwalk and the scent
Fashion and fragrance have gone hand-inhand for almost a decade - a trend that started in 1921 when Coco Chanel commissioned a perfumer to create a scent that embodied the House of Chanel.
Scent and Music
“Scent is just as essential to create the atmosphere as the music and lighting is."
Steven Taylor 29 Notting Hill Gallery Manager David Bowie
Consumer Research
Tom Webb 23 Manchester Media Agency (Aspiring Filmmaker) Metronomy
Daniel Livingstone 27 Camberwell Journalist The Stone Roses
Chart If you could listen to an era of music apart from current music which would it be?
Ryan 27 year old Graphic Designer Living in London.
He currently lives with his girlfriend; an aspiring photographer in their 2 bedroom studio flat in Islington. Ryan has a keen interest in fashion and likes to scout for new innovative menswear designers, especially when shopping for work to which he is always seen sporting a suit. However he actually much prefers his ripped old jeans and tattered Converse. Along with his well groomed beard he also has a few tattoos; which his girlfriend loves, although to him many are mistakes from his youth he would rather forget.
“This runway season we continuation of some key the 1960’s mod classics, dressing,” – Jaclyn
expect to see a reinterpretation and trends from the spring season, such as 90’s grunge, and overall androgynous Jones, WGSN Womenswear Editor.
“Our process takes you on a multi-sensory journey evoking the memories that 90’s music conjures for you, whether it be memories of your first love or Glastonbury 1998 with your friends.”
The four pieces of music are inspired by 90’s Rock Sub-Genres : Grunge, Indie Rock, Britpop and Techno.
The consumer "Each cologne truly reflects the character of the modern gentleman, his taste, his style and cultural pursuits"
The idea
“Penhaligon’s is about the emotive power of scent. It can unlock memories and open doors”
“Penhaligon’s is about the emotive power of scent. It can unlock memories and open doors”
The memories
The three fragrances named Flower Market, Beach Walk and Funfair Evening aim to capture "familiar scents and moments of varying locations and periods,” - WWD
"The ‘Replica’ perfume collection captures the olfactory moments essential to memories."
The music
"Brit Rhythm is inspired by the exhilaration and adrenaline of live music and the electric energy of the crowd."
Price range
Selfridges fragrances range from ÂŁ19-ÂŁ500 for a 100ml bottle product
Indulgence – As a brand we wish to place ourselves in the emergent sector of the Indulgence market, as to us customers will feel indulged not through luxury or material items but through the memories that both scent and music combined can bring.
Distribution
"My room is a grave yard of whisky bottles in a swamp of stale beer and cigar ashes." — Vincent Brooks
“A good fragrance is really a powerful cocktail of memories and emotion.” ― Jeffrey Stepakoff, The Orchard
The smell Naturelle homme and dry cedar heart notes infused with a warm spicy fragrance of aromatic tobacco and Oriental incense with a hint of vanilla�
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