So following up my last post about the research task I completed, I wanted to share how I then went on to develop the idea into an exciting brand called Aesthetic Fragrance. As a group we were working towards a launch presentation, we needed to include several key areas such as; context and the big idea; creative concept followed by the execution and promotion.
Moving forward with this project we knew two things: our target consumer and initial concept. In terms of our target consumer we built on our winning insight ‘defying age stereotypes’. From all our previous research we knew that people over the age of 50 own 80% of the country’s financial assets. In addition to this, the industry isn’t capitalising on the potential of the 50+ consumer, we continue to see not enough products that celebrate age instead of offering anti ageing products. This target consumer goes shopping asking for advice, but often ends up disappointed because young sales assistants don’t understand there needs.
‘This well-informed and potentially lucrative demographic has been badly let down in the past by brands which have little understanding of what motivates them to buy’- Tracey McAlpine
To sum up our initial concept we came up with three sentences that we could always refer back to:
- We hope to create an in-store experience that will break age stereotypes and encourage consumers to embrace innovation at any age.
- Our product will motivate individuality, freedom and creative expression by using fine art as a vessel for fragrance.
- Our brand focuses on creating an inspirational and unique experience in a space that is both stimulating and informative.
As part of our unique brand and what sets us apart from the rest is our exciting collaborations with UK artists. Using art as a vessel for fragrance in an innovative way. Simon Starling was our first choice, taking inspiration from his recent exhibition at the Nottingham contemporary. Having studied at Trent University he seemed fitting as our brand began in Nottingham. The Turner Prize winner is interested in physical, poetic and metaphorical journeys, something that our consumers would connect with as artistic individuals. The partnership has resulted in an incredible in store experience that is almost like being in a tranquil exhibition space. We work with artists to create a new a exciting shop space, as the brand develops into the future the idea would be to work with a different artist each year, keeping our costumers interested and a buzz around the brand. The fragrances and in store layout change annually keeping our creative costumers satisfied.
When looking into what already exists within the market we found several examples that linked fine art with fragrance. Artist collaborations such as the brand Bio Killian who worked Sophie Matisse, and Comme des Garcons who worked with Tracey Emin. Other projects also exist that call upon museum and gallery visitors to use their noses as well as their eyes. Belgian artist Peter De Cupere exhibited his Olfactory Tree, a latex sculpture of a life-size tree trunk embedded with scents of the forest, while Japanese artist Maki Ueda presented her Olfacto escape, an aromatic journey evoking a landscape of cherry blossoms and fields of grass, in a small empty room at the Dutch consulate in Osaka.
These are our three bottles designs, each will hold a different fragrance. The scent will change annually with the interiors of the store as we collaborate with new artists. So basically, they are limited addition bespoke fragrances.
-we wanted monochrome with a flash of colour to connote maturity yet fun and creativity.
-we also looked at photography that used colour blocking, acetate and light filters
When it came to our promotional video we wanted it to be mysterious and enticing leaving the consumer asking questions. In terms of our Inspiration we looked at the Lost village festival video who focused on images of adventure where as we wanted to focus on images of creativity to attract the rebellious and creative archetype
In addition to the film and print ad we wanted to include social media platforms i.e. a Facebook page, Instagram and blog. In order of how successful we thought they would be we predicted Facebook then the blog followed by Instagram.
‘Women aged 55+ are the fastest-growing demographic on Facebook’ WGSN
Lastly we created a flyer and poster, this was to reach as much of our target costomer as possible. If we missed them through social media and advertisement on TV or even magazines, then face to face promotion was more personal. This way we could refer back to our initial research showing how this demographic wanted to feel more informed. Having people on the ground handing out information and talking to the public we can create more noise/buzz around the brand.
Thanks for reading,
-The Lanky Giraffe