FASH10106 Tara Francis-Smith Creative Networks
There is a profound, nostalgic relationship between the art of scent and memories; each avenue of our lives has some form of explicit link to the library of smells we have retained over time. The ambivalent mixture of time and memory can evoke strong personal responses and induce emotions we thought had long been forgotten. Fragrance brand SENT has adhered to this concept of memory within fragrance creating a set of three solid perfumes that do not conform
to the shallow massmarketed perfumery we see too often today. Embodying art and creativity into their fragrances they are very much aware that ‘the natural perfumer is both a scientist and an artist’ (Roumeliotis 2013), demanding rigor in their quest to create beautiful perfumes. The brand identity of SENT has been developed through the concept of warmth, comfort and security; all personal emotions that intimately speak volumes to consumers. We often want to be reminded of a time when we felt warm, safe and protected and what
better way to do this than through the art of scent. Metaphorically creating a smell for a feeling, SENT has pushed pass the shallow mainstream fragrances on the market today and have created an evocative and unique scent rich in the language of nostalgia and personal experience.
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The brand’s three personal fragrances, Home Bound, Under the Sheets and Warm Embrace, all embody fragrant notes representative of homely comforts and feelings of delicate softness. The concept is deeply embedded within all areas of marketing and advertising, avoiding the common elements used for mainstream
fragrances that are solely based on superficial aspects of sexual temptation and desire. Botanically sourced, each fragrance works in harmony with the other allowing consumers to layer the solid balms and allow the active ingredients to fuse with the natural scent of their skin, thus creating a completely personal
fragrance to each individual. SENT place high importance on the care for discerning consumers who put value in the beauty and quality of fragrance, creating a unique and beautifully intimate brand essence: ‘destination nostalgia’.
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“Perfume is too often an ethereal corset trapping everyone in the same unnatural shape. A lazy and inelegant concession to fashionable ego,� -Christopher Brosius
Targeted at a specific market of 18-25 year old females SENT offers a unique niche fragrance that is affordable. It is often the case that niche brands are out of reach to the younger consumer, being expensively priced and predominantly produced in France and America.
SENT fragrances, based in the UK, aim to educate a different band of consumers and allow them to invest in the concept and story behind a perfume, putting aside the superficial perceived desire in celebrity endorsed products.
This report will outline a proposed communication strategy to launch the new fragrances, highlighting the brands early promotional activity and how it will emerge into the UK fragrance market.
SENT fragrances will be released in the UK over summer 2014, following the launch event located along the Cornish coastline in Newquay. Situated across the beautiful location of Fistral Beach, the event will perfectly showcase what SENT is all about and will begin the education of concept fragrances among younger consumers. The brand will be creating a twoday, small-scale festival inviting consumers, up and coming bands and any other interested areas of industry. SENT aims to hold an event that will create resonance around the brand, engaging consumers with creative aspects of music, art, fashion and culture.
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Fistral beach along Headland Road, Newquay, will hold the live talent and showcase smaller acts that will integrate smoothly with the chilled beachfront atmosphere. Large wooden coloured teepees will fill the coastline and provide guests with food, drinks and music to allow consumers a real feel for what the SENT brand is all about.
Situated in the centre of the coast, three main yurts will be erected for each scent; Home Bound, Under the Sheets and Warm embrace. These beautiful circular tents will invite guests to intricately experience the concept behind each fragrance. With a completely open base and interchangeable crown covers, guests have the opportunity to gaze at the stars whilst enjoying the distant sound of relaxing music as the festival continues through the night.
The three different yurts have distinctive themes embedded into the design, atmosphere and scent of them, each of which represent one of the three fragrances and contribute to the overall concept of the brand. The base notes will continuously circulate around the yurts through the use of incense sticks and candles, adding to the homely atmosphere of plush futons and warm blankets. As consumers enjoy and explore the three different yurts they will start to get a true sense of what the fragrance smells like when combined together and associate it with warm feelings of comfort and softness. SENT aim to show their consumers that a fragrance isn’t just about the smell; it must engage all the senses in an instant and create an experience that is intangible to each and every individual.
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SENT will be showcasing up and coming, alternative artists and bands throughout the day and have arranged for different music genres to be playing in the teepees throughout the evening. Young Kato will be the main band playing at Fistral beach. As an Indie pop band from Cheltenham, formed December 2011, they have the perfect sound to represent SENT and communicate with their demographic, 18-25 year old females. The band members are all in this age range and encompass a similar aesthetic to the proposed SENT consumer.
Laurie Wright, also based in Cheltenham, is a solo singer songwriter, whose ‘relatively new genre where acoustic guitar and hip-hop meet’ (Morris 2012) is a perfect mix for a musically cultural consumer. All the artists playing have a unique raw sound that is in keeping with the concept of the brand and the atmosphere of the event. Locally based musicians, Bear’s Den, Matt Corby and Arianna, will also be performing acoustically at the launch.
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Taste and smell are separate senses yet are intimately entwined, an important notion behind the concept of SENT fragrances. The event has been designed to recognise the significant relationship between scent and taste and enhance the senses through the consumption of homely, comforting food. As guests enter the yurts the distinctive
smells and tastes of food mix with the fragrance’s base notes of wood, vanilla and musk, evoking emotions and memories of specific times for each individual. Embodying this idea of using food to harmonise with the fragrances will enhance emotional consumer responses to the scents. The teepees along the coastline will have a range of warm freshly
cooked meals reminiscent of home, traditional desserts and specific foods that evoke memories of childhood, happiness and security. The reconstructed tearoom will be decorated with soft fairy lights and play relaxed acoustic music to allow consumers an in depth feel for the concept behind the fragrance.
The relationship between scent and taste is widely recognised by brands today and has the ability to intelligently question our perceptions as consumers. Prestige unveiled the latest edition to the Escada fragrance family in 2011, Especially Escada and used this idea of integrating elements of the product into the food.
Press that attended the event were invited to a ‘unique chocolate tasting session, sampling chocolate infused with the fragrance’s key notes’ (Pure Beauty, 2012).
Similarly Dom Pérignon has intricately explored the culinary world to create a ‘new Dark Revelation experience to fit Dom Pérignon Vintage 2004’ (Geoffroy, 2013). They feel that ‘exquisite food is the perfect medium to reveal all the nuances of Don Pérignon’s character’
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and have ultimately created a dining experience that is a path through the ‘chromatic palette of Dom Pérignon’(Geoffroy, 2013) each singular dish designed to provoke a specific reaction in the audience and ‘experience the culinary expectations of the brand’(INCA, n.d.).
The PR of the event will be one of the most important factors in determining its success. It is vital that they gain exposure to their audience, connecting with their target consumer and raising awareness around the brand. SENT aim to reach their consumers through mobile advertising as this is an extremely popular avenue among their demographic. Lancôme launched their Midnight Rose fragrance in 2011 using mobile rich media to promote the fragrance and drive attendance to their launch.
They created a video ad unit and implemented interactive elements that drove ‘a click through rate 75% higher than the industry average’ which resulted in viewers spending ‘an average of three minutes engaging with the brand’ (Unknown). SENT will be launching a facebook campaign prior to the event where consumers can read all about the concept behind the three fragrances and the launch event in Cornwall.
The magazine advert will be transferred into a digital mobile advert with the help and expertise of InMobi and will allow viewers to ‘share on Facebook’ or ‘Get Invited Now’. Clicking on the invitation will redirect consumers to the facebook page and add the date to their smart phone calendars. Creating a hype around the brand online will help SENT engage with younger consumers and set them apart from competitors.
A few weeks before the event all consumers attending will receive their formal invitation through the post. A SENT branded envelope will encase a scented fabric wristband with the logo, bottle names and date of the event on. The oils from the consumer’s skin will infuse with the fragrance in the fabric and immediately give off the scent of Home Bound, Under the Sheets or Warm Embrace.
The idea of wristbands makes the event feel more exclusive and allows the brand to circulate through word of mouth advertising, bearing in mind that a younger consumer is most likely to keep wearing the band even after the event. Allowing consumers to smell the fragrances before the launch will create excitement and intrigue around the new brand and attract attention to the event.
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SENT have chosen to work with The Orange Dot PR firm to create an innovative campaign that will enhance exposure and increase consumer engagement. The firm’s expertise and cohesive communication tools will help SENT emerge into the UK fragrance industry without compromising the brands core values and allow them to translate their objectives into a successful marketing approach. The Orange Dot has worked on a number of successful projects including Underage Festival, 28 Black, Hipstamatics and Field Day music festival. They are an independent creative agency based in a ‘gallery with a specialism in art and culture’ (Orange Dot, n.d.).
Providing expertise in social media and digital marketing, The Orange Dot would work perfectly with SENT due to the company’s emphasis on the artistic qualities to their work and their professional understanding of younger consumers. They have experience in promotion work for festivals through the implementation of innovative social media strategies and their expansive knowledge on social networking platforms will be extremely beneficial to SENT.
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The brands first steps following the launch event in Cornwall will be to launch their new social media platform ‘A Message SENT’. At the end of the festival all guests will be given a SENT branded sky lantern, which will have a card attached with instructions of use. Consumers have the chance to write on the card any emotions and memories they encountered whilst experiencing the three fragrances; Home Bound, Warm Embrace and Under the Sheets.
With the help of Orange Dot PR, SENT aims to build a social media platform where consumers can take photographs of their writing on the cards and the lanterns floating off into the sky and upload them to the site. ‘A Message SENT’ is a creative way for the brand to actively interact with consumers and encourage them to share their responses to the fragrances. Consumers will also be encouraged to upload pictures they took at the event and can communicate with each other and the brand by posting on to the site.
It will be created in conjunction with Instagram, facebook and Twitter allowing consumers to hashtag ‘A Message SENT’, share some of their favourite entries onto existing social media platforms and upload their images through the instagram app on iPhone. A Message SENT will act as a site where the brand can upload creative works and inspirations and consumers can also share their interests in fashion, art, music and culture.
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It is extremely important for brands to have relationships with their consumers and recognise the importance behind integral social media platforms and the potential value of digital media. Burberry introduced Art of the Trench ‘a living document of the Trench coat and the people who wear it’ (Burberry), where consumers are invited to submit images of themselves or friends wearing the Burberry Trench Coat and share their sense of style with other lovers of the brand. SENT has been inspired by this in their recent decisions to create ‘A Message SENT’.
Burberry has built a valuable presence in social media due to this campaign, meeting their goal of engaging younger consumers whilst still ‘appealing to Burberry’s high end customer base’ (Grieve, Idiculla, Tobias, 2013). Following the launch of the site, Burberry’s ‘fan base grew to more than one million and the site had 7.5 million views from 150 countries in the first year’ (Grieve, Idiculla, Tobias, 2013).
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Being a niche brand SENT doesn’t place advertising as the highest of their priorities, their dedication lies within the making of the fragrances and the art behind the concept. Very aware that being an affordable niche could potentially take them into the mainstream market in the future, SENT have chosen to avoid television and radio rich media and any celebrity endorsements to ensure they don’t lose the core values of the brand.
Over the first year of launch SENT will be adopting a strategy of integration into the industry through advertising in magazines, online and mobile, taking a long-term approach to reflect the brands values of avoiding shallow marketing for financial benefit. Adverts and interviews will feature in independent magazines like Lula, Suitcase and Tank as these do not solely focus on fashion but travel, culture, art and music and are not mainstream consumer magazines.
Leading brands in the fashion and beauty industry are using the integration of digital media to create a more cohesive marketing strategy. It has allowed brands to enhance their technological awareness and increase engagement with consumers. Ralph Lauren has been a pioneer in digital media, making the company ‘a progressive leader among fashion peers’ (Fast Company, 2011) whilst keeping their classic, nostalgic aesthetic.
In honour of the tenth anniversary of its US e-commerce sight and the launch of its UK version, they conducted an extraordinary digital performance, ‘designed to communicate the world of Ralph Lauren at epic scale and demonstrate the brand’s dedication to digital innovation’ (Business of Fashion, 2010). They used projection mapping techniques to display a 3D parade of models and a virtual polo match leaving the audience with the smell of the Big Pony fragrance as it filled the air.
Ralph Lauren has created a number of social media rich campaigns, apps and interactive websites. The shoppable storybook ‘R.L Gang’ promoted the children’s fashion line, engaging consumers through a narrated storyline where they could click characters to purchase items. In 2009 they also ‘produced an online-only fashion show for the heritage Rugby brand’ (Fast Company, 2011) that allowed viewers to shop the looks in real time, increasing Rugby’s sales by 34%.
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In an ever growing digital age where ‘just under half of the UK population own a smart phone’ (Arthur, 2011) it is vital that SENT penetrates the social media world and begins to create loyal consumer brand relationships. SENT will have a Twitter, Facebook, Blog and Pinterest account, where they can personally interact with consumers and share news about the brand.
Taking their target market into account, the social networking accounts will also focus on fashion, music, travel and culture - all the creative aspects of the fashion industry. Having heavily researched into the demographic profile of the average Pinterest user, SENT can perfectly target their consumer through this popular network and showcase the brand’s unique concept and artistic edge.
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Avoiding the mainstream high street stores, SENT is aiming to gain exposure through product placement in small boutiques and up and coming vintage stores, which will allow them to keep the prestige around the brand. They will be promoting the brand through Olive, a UK based niche fashion label born ‘from a love of both classic design and leading edge trends’.
Inspired by everything from ‘vintage Parisian back street boutiques to the creative talent of fashion’s young blood, Olive reflects the character of vintage influence, but with an unexpected twist’ (Lozinski, Pounds, Vernon, n.d). The aesthetic of the store perfectly reflects SENT as a brand and the fragrances will integrate well into the overall style of Olive.
They also sell a number of independent fashion, photography and culture magazines as shoppers often take an interest into these creative industries. Merchandise is placed on vintage wooden tables and rustic suitcases giving the store itself a homely atmosphere, further reflecting the warm, soft concept of SENT fragrances. Their online blog will help the brand gain exposure through advertising of the fragrances and give them the opportunity to interact with consumers who purchased the product.
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Scent is a huge part of our identity, it is ‘the first and most immediate link to the world around us’ (Brosius, n.d), and simultaneously connects us to those closest to us. We are often transfixed by smells because of the time and place they send us to and the way they can make us feel. SENT fragrances allow consumers to explore this extraordinary relationship and uncover intimate memories on a personal level. In an industry so focussed on financial gain, the concept behind a perfume is often lost and we, as consumers, forget to appreciate the art behind ‘the juice’. SENT is giving younger consumers the opportunity to appreciate the artistic value behind their
of their fragrances. Warm Embrace, Home Bound and Under the Sheets are all intimately created around the beautiful concept of warmth, comfort and security and are the first brand to ambitiously create an affordable niche fragrance. This report has shown the proposed communication strategy to launch the product and the brand’s early promotional activity. By taking a long term marketing approach, SENT will remain a brand that focuses on strong core values and in the future they will be able to penetrate the fragrance market at mass level, without compromising their prestigious reputation as a brand loyal to the art of perfumery.
References
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Illustrations
Fig 1 Marchella (2013) Calm. [image online] Available at: http://weheartit.com/entry/63309070 [Accessed: 1 June 2013]. Fig 2 D, M. (n.d.) Writing about yourself. [image online] Available at: http://weheartit.com/entry/62693729 [Accessed: 1 June 2013]. Fig 3 Anne, S. (2013) Untitled. [image online] Available at: http://weheartit.com/entry/16592797/via/heyjealousy [Accessed: 2 June 2013]. Fig 4 Elena (2013) Indie Spiritual Nature. [image online] Available at: http://nirvana-bliss.tumblr.com/post/34687570205/ indie-spiritual-nature-blog [Accessed: 2 June 2013]. Fig 5 Arianna, D. (2013) Untitled. [image online] Available at: https://www.facebook.com/arianna.damato.7/photos [Accessed: 3 June 2013]. Fig 6 Santos, M. (2012) Burger heaven. [image online] Available at: http://pinterest.com/pin/202169470742465483/ [Accessed: 3 June 2013]. Fig 7 INCA (2013) Launches: Case study: Escada . [image online] Available at: http://www.incaproductions.co.uk/project/ escada/ [Accessed: 4 June 2013]. Fig 8 Jobling, A. (2013) Untitled. [image online] Available at: http://www.bizenergy.ca/ask-an-expert/how-an-effectivebuilding-envelope-can-save-your-business-energy-costs/ [Accessed: 5 June 2013].
Fig 9 Julia (2013) Untitled. [image online] Available at: http://welcome-to-jupiter.tumblr.com/post/52078141963/untitled-via-tumblr-on-we-heart-it [Accessed: 4 June 2013]. Fig 10 Ray, T. (2012) Sky Lanterns. [image online] Available at: http://tracyjeanmills.blogspot.co.uk/2012/12/sky-lanterns.html [Accessed: 4 June 2013]. Fig 11 Peverelli , B. (2013) Rose. [image online] Available at: http://www.rose-paris.com/artists/claire-dhelens/58/3200 [Accessed: 4 June 2013]. Fig 12 Augustina (2013) Rugby Ralph Lauren. [image online] Available at: http://weheartit.com/entry/45032295 [Accessed: 5 June 2013] Fig 13 Dalice (2013) Ralph Lauren. [image online] Available at: http://dalicesardot.tumblr.com/post/ [Accessed: 5 June 2013]. Fig 14 Olive (n.d.) Untitled. [image online] Available at: http://www.oliveclothing.com/about-us/ [Accessed: 5 June 2013]. Fig 15 Olive (n.d.) Untitled. [image online] Available at: http://www.oliveclothing.com/about-us/ [Accessed: 5 June 2013].