Fragrance Project | Task 2

And task 2 is complete!

For the second task of our FCP Fragrance Project we had to create an A4 booklet covering three ideas/creative concepts for our potential brands. Each idea has to cover the:

• Insights
• Competition
• Consumer
• Creative Concept

We also had to follow all of this by a recommendation at the end, suggesting and justifying which idea our group should take forward on to the rest of the project. 

These were my ideas:

1. Longevity

- A fragrance where you would share a base note with a friend, relative or partner (of your choice), and then add another scent on top of that which would make the fragrance personal to just you. This was thought up after I read some studies which showed that those with stronger social ties are more likely to live longer and I also did a primary research questionnaire, which showed that 90% of people are concerned about the longevity of a fragrance. To really milk the idea there will be an app, which reminds you of when and where to spray the fragrance, resulting in the consumer smelling lovely all day long! 

2. Environmentally friendly

- A fragrance of the consumer's choice, which is then put in to a bottle that has been recycled. Each of the bottles would be unique, creating a 'message in a bottle' theme and proceeds would go to a marine conservation project. Recycling has been a massive topic within the government for years, but many people aren't fully aware of what they can recycle and that water reuse is just as important to our ecosystems. 

3. Practicality/Convenience 

- A selection of 5 different scents, which suit different situations and environments, for example, on a date, at work, or in different climates. The consumer can work with a specialist to create the scents that work on their skin and suit them the best, making each set unique to the consumer. The bottles would be travel size, making them more practical to carry around (an important factor from my primary research) and refills would be available.

I chose to recommend my second idea because of it's actual benefits, rather than the perceived benefits of the first and third ideas, which we were just persuading the consumer to buy in to. The third idea wasn't actually a need of the consumers, because they didn't really understand the whole concept of a 'fragrance wardrobe' and, along with my first idea, the retailing wasn't flexible, as the physical processes meant they could only be in bricks-and-mortar retailing and not online.

This task has definitely been a learning experience for me, because I feel like I'm progressing with InDesign and it made me really think about how a brand has to incorporate each aspect and keep having to go back and making sure that it all relates to the target consumer.

Georgia.xo