Ne-Juge-Pas-Les-Regards_Perfume_2021_Niches market

Supervisor Gosztom András

Presenter NT Nguyen Trong Nghia

CONTENTS I.

About Diptyque In General Eau De Parfum Do Son & Tam Dao Eau De Parfum Tam Dao Eau De Parfum

II. Parfum Rebrand Ne Juge Pas Les Regards - Don't Judge Looks Logo Sketches Inspiration Colour Theme Finalize Logo & Mock Up III. Commercial Advertisement Campaign Existing Digital Banner Ads Back To Nature Campaign Sound Commercial Ads Digital & Mobile Ads Print Adversting

I. ABOUT DIPTYQUE Diptyque was founded in 1961.

Yves Coueslant, Christiane Gautrot & Desmond Knox-Leet.

Diptyque is a luxury French fragrance brand.

Eau de parfum, eau de toilette, scented candles, and perfume oil diffusers.

Located at 34 Boulevard Saint-Germain, Paris.

The name comes from Ancient Greek meaning a two-panel image.

OVAL SHAPE MEANING The oval shape of the shield from the acient Roman Praetorian Guards.

Things from soldiers, true fans of ancient culture.

DO SON & TAM DAO

Do Son is a seaside resort near Hai Phong, Vietnam. In Yves Coueslant’s mind he sees the pagoda at Do Son, house, coastal walkway with whispering waves and special floral scent in Do Son. Do Son perfume is the fruit of this memory, especially Vietnamese tuberose which Yves Coueslant's mother's favorite flower, combined with orange blossom and rose.

Tam Dao is full of childhood memories for Yves Coueslant.He spent his holidays in the mountain forests with family.

Tam Dao is fragrant with memories of sandalwood.

TAM DAO He came up with the idea of a perfume bearing the breath of Tam Dao mountains when he returned to Vietnam in the 1990s.

Yves Coueslant found that the forests in Tam Dao have a very attractive fragrance with the scent of sandalwood.

In 2003, when returning to Paris, Yves Coueslant decided to release the fragrance of Tam Dao. Until now, Tam Dao one of Diptyque's number of best-selling perfumes.

TAM DAO EDT & EDP EAU DE TOILETTE

7-12%

EAU DE PARFUM

12-15%

CONCENTRATION

CONCENTRATION

Contains less perfume oil Fresher and lighter Last up to 3 hours Lightly cheaper price

Contains more perfume oil Stronger and more impactful Last up to 6 hours A bit pricey

TAM DAO Perfume Pyramid

A woody eau de parfum The main accord

Duration

Retrieved from www.fragrantica.com

THE WOODY COMES FROM

Cedar wood Sandalwood

Musk

TAM DAO Perfume Pyramid

This fragrance is all about the sandalwood.

It is rich and creamy, sensual and very woody.

There is a bit of sweetness to it, but it's also a bit spicy.

It's a very simple fragrance and therefore linear - it's smells very similar on first spray to the dry down.

Retrieved from www.fragrantica.com

PARFUM’S CHARACTERISTIC

TAM DAO is a scent for introverts, unobtrusive, not noisy.

Giving the charisma feeling of a warm, quiet, but independent person.

II. PARFUM REBRAND

TROPICAL TASTE

Jackfruit Jackfruit is a large, prickly fruit that grows on a tropical tree that can reach a height of 80 feet. The fruit grows in tropical Asian regions and is most common in Asian cuisines.

Especially in Southeast Asian countries where it's plentiful in the markets.

NE JUGE PAS LES REGARDS

DON'T JUDGE LOOKS

It’s a rough, spiky appearance, but it’s also fragrant & sweet on the inside.

NE JUGE PAS LES REGARDS

DON'T JUDGE LOOKS

Top notes strong, acrid and difficult to approach Middle notes Elegant, gentle, clear like water Base Notes Sweet and tropical taste

Rosewood, Jackfruitwood Cedar, Sandalwood, white magnolia Amber, Spice, White Musk, Rose, Myrtle

LOGO & LABEL DEVEPMENT

Garamond serif

Hand writting in “dancing letters” layout

Thinner hand writting with “dancing letters” also

LOGO& LABEL SKETCHES Illustrate with natural elements Hand-writting for logo type Colourful logo

Inspiration COLOUR THEME Vintage style Natural colors

LOGO

Black & white

Colour

Original

Back side

Modified

MOCK-UP

Fragrance COLOR

Original

Front

Crystal Clear

Light Amber

Back

Tropical colors from sunlight and ripen fruits Passionate spirit & Independent soul Target: Unisex

COMMERCIAL ADVERTISEMENT

CAMPAIGN

Brand Positioning MAP • The direct competitors listed in the chart are considered according to their being ‘niche’ in the market & the kind of customers that they attract towards them.

• They are the established brands with certain level of creativeness and elegance attached to them.

•Limited editions •Price range 80-120 Euros

By Thelankygiraffe, Niche Fragrances In 2019

Who are we TARGETING? • For both men & women from the age of 25 and above.

• Perfume enthusiasts pay attention to details of the wood and tropical fruit.

• A person who wants to discover something new with a combination of traditional approach.

Where are we SELLING? • ONLINE shopping space.

• Prospective launch of franchise stores at EU based on Diptyque’s Brand.

• Sample in store, but delivery & picking-up at home.

STRENGTHS

WEAKNESSES

Strengths

Weaknesses

• Unique fragrance configurator.

• Limited resources for intended growth.

• Over 70,000 loyal customers based on Diptyque

• High price compare with competitors.

with high Brand awareness.

• 60 years experience team • Scability Branch system, shop-in-shop system and strong ecommerce website.

• Clear strategy with story behind.

Opportunities OPPORTUNITIES

Threats THREATS

• New scent for fragrance market niche.

• Competitors when entry of new scent with better certain level of creativeness and elegance attached to customers.

• International expansion.

• Easy to approach the customer base (over 70,000 loyal customers).

• Demand in perfume industry.

• Change in purchasing customers’ habits

SWOT Analysis

Existing Tam Dao Diptyque DIGITAL BANNER ADS Group target: Niche perfumes Display advertising with Banner Ads & Video Ads

COMMERCIAL ADVERTISEMENT CAMPAIGN

e

o Natu t k c a r B

Digital & Mobile Adversting Post in Facebook, Instagram, Tiktok

Print Adversting Perfume Magazines, Fashion Magazines, Printing Poster & Banner in Outdoor Stores.

COMMERCIAL ADVERTISEMENT CAMPAIGN Sound Commercial Ads Video collage with natural elements: Jungle, River, Flower with sound effects.

Digital & Mobile Adversting Instagram diptyque

Sponsored

20.451 views diptyque NeJugesPaLesRegas #BacktoNature View all 245 comments 2 DAYS AGO

Digital & Mobile Adversting Facebook Diptyque

Diptyque

NeJugesPaLesRegas #BacktoNature

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10

Digital & Mobile Adversting Online news & Diptique website

Digital & Mobile Adversting

Print Adversting Banner in Mall

Print Adversting Banner at Outdoor Store

Print Adversting Posting in Printing Perfume Magazines & Fashion Magazines.

Hanging Cloth Freshener Gift A Gift is included when customer purchases for a 75ml parfum package.

Just applied during #BacktoNature Campaign.

2 fragrants: + Jackfruitwood + White magnolia