WHIFF Sanjana Ragu N0613708 Fashion Communication and Promotion
Contents Introduction
Page 3
Digital Scent Technology Intro
Page 4
Digital Scent Technology Content
Page 5
Digital Scent Technology Moodboard
Page 6
Digital Scent Technology Moodboard
Page 7
Cleaning Products Intro
Page 8
Cleaning Products Content
Page 9
Cleaning Products Moodboard
Page 10
Cleaning Products Moodboard
Page 11
Sound Meet nmsic Content
Page 12
Sound meets music Concept
Page 13
The Big Idea
Page 14
The Big Idea
Page 15
Refereances
Page 16
I N T R O D U C T I O N
The lure of perfume is truly a mystery. Researching deeper and broader into the industry of fragrance, it is understood that our sense of smell is directly associated to our memory senses and our emotions. Scent plays a big role in triggering memory and hence people tend to remember others through the perfume they’re wearing or their personal aroma. Fig 1. Colour Scheme. 2015
01 Fig 3. Modern Love by Mann Ali. 2014
Digital Scent Technology
Fig 4. Technology Love. 2014
The world around us is entering a new era where users experience everyday life more digitally, rather than in person, physically. Technology is one of the fastest growing phenomena in the market. There are hundreds of apps being built everyday to connect people all around the world through their phones and computers such as FaceTime. Companies such as ‘Scentsory Design®’ are looking further into the digital scent technology. They have created a range of personalised, controllable ‘scent bubble’ clothing range, that is activated by the wearer alone. Using this as inspiration, we looked into digital scent technology and found that there was a huge gap in the market that connected scent, technology and memory. Our insight is to create a brand that would develop a technological product that would capture one’s fragrance. This could be personal aroma or the perfume they wear on a daily basis. The product would then release fragrance when connected to a device that allows FaceTime. On FaceTime, you can see and hear someone, so why not be able to smell them? It may be the future of the way we connect with each other.
Fig 5. Technology illustration. 2015
It has been proven that there is a strong connection between scent and emotion, which would enable people to feel more connected if they can smell what reminds them of each other. At the minute there is not much competition for this product. However, the more research that goes into developing the technology that mixes fragrance digitally, it would be a booming market. Since something this innovative hasn’t come out in the market, it would be different as it would be the first one of its kind. These products could be sold anywhere other technological products are sold. At the start of the release, the product would be sold around £200-300 and as the competition gets stronger, the price might come down. This product would be targeted at all demographics. Since it is a product that could be used anywhere in the world it is not bound to age, gender or psychographics. It can be used by anyone that wants to connect on a deeper level. The product would be communicated through video advertisements to show consumers the new technology visually. The brand could also have pop-up shops to demonstrate the product to costumers.
Fig 6. Digital Scent Technology Moodboard. Selfmade 2016
C L E A N I N G P R O D U C T S The next insight is newer and fresher look for cleaning products. Through our research, we noticed that cleaning products sold at local supermarkets are definitely worth buying for the purpose of cleaning but the packaging is quite jarring. No one wants a bright pink or neon green bottle of cleaning liquid next to their nice, rose gold packaged soap bottle. We found that there was definitely a gap and a market looking for cleaning products that are designed and packaged with better style and colour scheme. These cleaning products would be targeted at mid to high end market. Cleaning product brands like ‘The Sweater Stone’, ‘The Laundress Detergents’ already exist with high quality and good packaging but they are all targeted at a high end market and not communicated properly. Most people haven’t even heard of such brands and hence, we think the reason our products would be different is purely as to how accessible it would be.
Fig 7. Nutrals Packaging. 2015
Fig 8 Bottle Inspiration
“A much more luxurious and sophesticated looking rage of cleaning prducts for the same price as low end products”
Our products would be sold at local supermarkets like Tesco’s, Waitrose Etc. The products would be priced at around £6 - £10, offering high quality product with elegant and sophisticated packaging that could be displayed anywhere around the house. Research from the Good Housekeeping Research Institute shows that high end products work just as well as standard cleaning products, so why not choose to use products that are better for the environment and that look and smell nicer
Fig 9. Packaging Inspiration. 2015
Fig 10. Nutrals Moodboard. Self. 2015
The third insight is connecting sound and scent perfume. The idea is to use music and, or a person from a different era as inspiration for different perfume products. These products would be targeted at an older demographic; to those who have lived through such era of music and smelling scents from then would rekindle good old memories. Sound Behavioural studies have demonstrated that smells trigger more vivid emotional memories than images and hence this could be something that works quite well on the market. There are lots of products that is related to perfume and memory like perfume personalisation to help one remember someone through the scent that was created for them. Using this as inspiration, these products would ignite old memories through music. The products would be marketed through packaging, for instance, the musician on the bottle, or the band logo as the shape of the bottle.
Fig 11. Pink Perfume. 2011
Fig 12. Perfume Bottles. 2015
Fig 13. Record Player. Urban Outfitters 2015
S
sound meets scent
Fig 14. Nutrals Inspiration.
The Big Idea Having looked deeper and broader into each aspect of our three insights, the digital scent technology is something I was leaning towards but the fact that this product has to be released for 2017, the technology for the product is still something that’s being looked into and hence is unrealistic to expect this product to be released for 2017. It is an innovative idea and definitely something that will be in the market in the future but looking at it for next year is simply not possible. The sound and scent perfume is a lovely idea and would have a good consumer basis, if marketed well. But since it is targeted at an older demographic, it is not something that would be sold easily.
Having looked at all the options, I think the one to choose would be our second idea, the cleaning product range. Every home needs cleaning products and hence the consumer for these products would be wider. Everyone wants lovely packaging and if it came to choosing between a jarring coloured bottle and lovely neutrals with sophisticated packaging, one would definitely go for the second one, keeping in mind that both products have the same cleaning product inside the bottle. I think the cleaning product range definitely has a lot of potential and when we look into brand development, if everything is communicated and promoted well, I truly believe this would be a successful attempt.
Fig 17. Cleaning products bottles 2012
Fig 15. Perfume Bottle Inspiration. 2015
Fig 16. Nutral Eggs. 2015
List of Refereances
List of Illustrations
Turin L and Sanchez T. Perfumes The Guide, Viking, Penguin Group, 2008
Fig 1 Cover Picture (Online) https://www.flickr.com/ photos/47385468@N08/6057107018/in/photostream [Accssesed on 21.03.2016]
Thompson C.J.S. The Mystery and & Lure of perfume, Hazell, Watson and Viney Ld. 1927 MAVIS NGUI 20 fragrance facts you never knew | Fragrance Houseofcaress.com (Online) http://www.houseofcaress.com/ article/3000000597/20-fragrance-facts-you-never-knew [Accssesed on 21.02.2016] Puckrik, Katie. “Bottling The Smell Of Dead People Won’T Capture Their Essence | Katie Puckrik”. the Guardian. N.p., 2015. (Online) [Accssesed on 4th Mar. 2016] King, Jen. “Social Media Helps Elevate Digital Fragrance Campaigns - Luxury Daily - Internet”. Luxurydaily.com. N.p., 2016. (Online) [Accsessed on 28th Feb. 2016.]
Fig 2. Colour Scheme. 2015 (Online) http://www. mariechantal.com [Accssesed on 21.03.2016] Fig 3. Modern Love by Mann Ali. 2014 (Online) http:// www.inspirationde.com/image/5969/ [Accssesed on 21.03.2016] Fig 4. Technology Love. 2013 (Online) http:// banksystreetart.tumblr.com/post/98541274254/ [Accssesed on 21.03.2016] Fig 5. Technology illustration . 2015 (Online) http:// jamesjoyce.co.uk [Accssesed on 21.03.2016] Fig 6. Digital Scent Technology Moodboard. Selfmade 2016 Fig 7. Nutrals Packaging. 2015 (Online) http:// trendland.com/trends-in-packaging-color-2/trends-inpackaging-color-08 [Accssesed on 21.03.2016] Fig 8 Bottle Inspiration (Online) http://trendland.com/ trends-in-packaging-color-2/trends-in-packagingcolor-08 [Accssesed on 21.03.2016] Fig 9. Packaging Inspiration by Michael Nillson. 2014 https://www.behance.net/gallery/21763969/Rice-of-theWorld [Accssesed on 21.03.2016] Fig 10. Nutrals Moodboard. Selfmade. 2016 Fig 11. Pink Perfume. 2011 (Online) http://www. trendhunter.com/trends/vibrant-surrealist-perfumerevamps [Accssesed on 21.03.2016] Fig 12. Perfume Bottles. 2015 (Online) http:// illustrationage.com/2013/09/19/the-lovely-work-ofekaterina-koroleva/ [Accssesed on 21.03.2016] Fig 13. Record Player. Urban Outfitters 2015 (Online) https://uk.pinterest.com/pin/185069865908296547/ [Accssesed on 21.03.2016] Fig 14. Nutrals Inspiration. Fig 15. Perfume Bottle Inspiration. 2015 Fig 16. Nutral Eggs. 2015 (Online) https://uk.pinterest. com/pin/452893306256125780/ [Accssesed on 21.03.2016] Fig 17. Cleaning products bottles 2012 (Online) http:// www.thedieline.com/blog/2012/10/22/haven.html [Accssesed on 21.03.2016]