FRAGRANCE LAUNCH PROCESS BOOK Shani Tsfoni
FASM 330
Dan Green
Spring 2017
ENTREPRENEURIAL OPPORTUNITY
Following a successful launch of the first Stella McCartney menswear S/S 2017 line, there is an opportunity to introduce a new fragrance for men into her market. Stella McCartney already has two very successful fragrances and by introducing another one that can reach a new audience it can broaden the brands exposer in the fragrance industry.
THE INSPIRATION
The inspiration of the fragrance came from the same the inspiration behind the S/S 2017 menswear collection. Her inspiration for the collection came from the men in her life, including her husband, father and friends. She was also inspired by the great men in the world, men who had an impact like artist and musicians. The city of London was itself an inspiration because of its musical history and the spirit.
THE NAME STELLAR
stel•lar: adjective: featuring or having the quality of a star performer or performers. *The name was chosen because the men in Stella McCartney’s life had a star like quality in terms of influence. The Stella man is more than a man, he is a star*
THE
LOGO
WHAT IS THE FRAGRANCE?
Stella man is a complement to the Stella woman Laid back and youthful Modern with a classic edge
SCENT DIRECTION
Laid back and youthful Woody scent, Light, Clean. Ingredients: (18)Essence Sandalwood-10 drops (2)Essence Bergamot-6 drops (54) Iso E Super IFF-6 drops (53) Resonoide Benzoin-2 drops (22) Absolute Tonka Bean-4 drops (57)Musk T Takasago-2 drops
SCENT DI
IRECTION
SUSTAINABILITY FACTORS
Take responsibility for operating a business and maintaining a supply chain the respects the planet as well as the people and animals on it.
Believe that sustainability can take the form of beautiful and modern clothing and accessories; Dedicating to help change people’s perception of eco fashion.
ASSORTMENT & PRICE
*Prices were based off of current Stella McCartney Fragrances to keep prices consistent. * As seen below
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3.
2.
4.
BOTTLE INSPIRATION
The Bottle should convey modernity, youthfulness, and city. (FIG1-2)Wood element incorporated into bottle (FIG 3)Should relate back to the shape of the STELLA fragrance to stay cohesive with the other fragrances. (FIG 4)Clean color to convey the fresh scent of the fragrance.
BOTTLE DESIGN PROCESS
The bottle will mimic the shape of the current Stella fragrance so it stays cohesive and in the family. The materials will be a blue glass bottle with a wood frame around it and a metal cap. All materials will be sustainable sourced because that is an important value for the Stella McCartney brand. •The wood will represent the sandalwood in the fragrance but will be made out of bamboo due to its sustainable factor. •The blue color represents the freshness in the fragrance. •The metal cap represents modernity.
Initial Sketches
Coloring with materials
FURTHER DEVELOPMENT
Taking into consideration of the classic and modern elements, the fragrance bottle will still have the sandalwood frame but tie in more of the metal. The metal represents modernity while the wood represents something classic (and of course the sandalwood scent.
original sketch
original render
New sketch with an addition of the metal as a hollow pedestal with a metal frame around the wood.
SECONDARY PACKAGING
The secondary packaging should be simple, nothing over the top or with too many elements. It will be a classic and simple fragrance box in a solid color, but it should stand out on the shelf. The color white will complement the bottle’s elements without overshadowing it. Inspiration:
FINAL PROD
DUCT LINE UP
TARGET MARKET
The target market for “Stellar� is someone who lives in a metropolitan
of 27-50 and is most likely a vegetarian/vegan and believes in anim
either a man or a woman who may be shopping for a man in her life
income and is willing to spend more on high-quality/sustainable clot
has a strong sense of self expression and fashion forward. They want t
still helping the environment. The Customer is aware of the impact th
the environment and is environmentally conscious themselves. Lastly loyal and believes in the Stella McCartney values.
n city between the ages
mal rights. This customer is
e, typically with a higher
thing. In terns of style he
to look fashionable while
he fashion industry has on
y, the customer is brand
THE STELLAR CUSTOMER
CUSTOMER PROFILE: ONE
Name: Jacob Stanley Age: 45 Occupation: Architect Income: $73,808 Location: San Francisco, California Personality: Enjoys spending time with his 2 daughters and wife, lives a vegetarian lifestyle with the family, participates in local environmental efforts, owns a cat and a golden retriever.
CUSTOMER PROFILE: TWO
Name: Madison Levy Age: 31 Occupation: Editor at NYLON magazine Income: $77,500 Location: Brooklyn, New York Personality: In a committed relationship with her boyfriend James for 9 years and they own a cat named Leo together. Has been a vegan for 11 years. Lives a busy city life but enjoys painting in her free time. Loves to buy ethical and fashionable products for herself and for her boyfriend.
CUSTOMER PROFILE: THREE
Name: Oliver Sterling Age: 28 Occupation: Graphic Designer Income: $63.500 Location: London, England Personality: Enjoys spending time with his girlfriend by going to museums and classic movies, a vegan for 6 years, cares for the environment, owns a French bulldog named Oscar
DISTRIBUTION & LAUNCH
Pre-Launch
The per-launch will start on Wednesday November 1st, 2017, a week b
social media platforms, Facebook, Instagram, and Twitter, the bran
going to launch for men. Each day of the week will reveal something a
through posts of small video clips from a fragrance fashion film and
campaign will be about one man, the “Stellar”, he will reflect wh
modern yet classic man, the perfect complement to the “Stella Wo launch, day 7, the reveal of the fragrance will be posted.
before the actual launch. Using
nd will hint that a new product is
about the upcoming fragrance
d photo ad campaigns. The ad
ho the fragrance represents. A
oman�. The last day of the per-
Launch/Initial Distribution Once the pre-launch is over on Wednesday November 8th, the fragrance will be exclusively available at:
o
Stella McCartney store and StellaMcCartney.com
o
England: Selfridges
o
New York: Saks Fifth Avenue
o
France: Galerie Lafayette
The exclusivity will only be agreed upon if the store has a centralized counter with sales associates promoting the fragrance for three months (November-January), which is also a good selling time for holiday gift shopping.
Launch Event Following the pre-launch there will also be a launch party for the fragrance on Friday November 10th, 2017 at the Cavern Club. The Launch party will highlight the fragrance but the date also marks the one year anniversary to the first Stella McCartney menswear line. The party guest will include high influential celebrities, social media influencer’s, and press. Each guest will receive a gift bag that will include a sample of the fragrance and they will be encouraged to post on social media about the party and fragrance. Additionally, the launch party will be streamed live on Facebook and Instagram so the consumers and fans feel as if they are part of the party and get behind the scenes look.
Post - Laun
Once the three months are over (November-Janu
sells its fragrances, online and in stores to re just in time for Valentine’s Day sales.
To pr
will be social media posts and a video that showcas
nch/Secondary Distribution
uary), the fragrance will be available anywhere the Stella McCartney brand
each more consumers. The mass post launch will start in February,
romote the release of the fragrance to new departments, there will
ses the fragrance as a perfect Valentines Day gift.
THE CAMPAIGN
The campaign for Stellar by Stella McCartney will convey the Stellar man and what Stellar represents. It will showcase one man who is the “Stellar�, he will represented as modern and classic. The campaign will be featured on social media (Facebook, Instagram, YouTube, and Twitter), print advertisements in fashion magazines, and throughout the distributed stores.
“
Being a man is more than just “being a man�.
Today, being a man means having an influence, supporting others and making a difference that will be remembered for generations to come. Being a man means having a starlike quality, it means being a Stellar. Stellar by Stella McCartney, a new fragrance for men.