Research

After narrowing down our ideas to a fragrance which will help aid a better nights sleep we decided we had to conduct research of our own.

These images show the questions we asked and the responses we got. 

As well as a fragrance to help you to sleep we were initially thinking of selling personalised fragrances which consumers would be able to design themselves, for a premium price. This would mean our consumer would have their own unique, individual scent. 

However, after gathering the results we realised that the majority of our target market would rather purchase a ready made fragrance opposed to a personalised one. 

This really made us re think our idea and now we have decided to narrow down our product ideas and we have come to the decision, based on research, to focus on jut aromatherapy and a fragrance which will help aid a better nights sleep!

Bed in a field

We have had Joanne for two lectures now and i've really enjoyed both! I particularly enjoyed the seminar today as she really encouraged us to brainstorm ideas, which is something we haven't been given the time to do in seminars before. 

My group chose to brainstorm ideas for our photo-shoot which we have to create a brief for on monday - scary! We initially were playing it very safe and discussing very simple ideas which have been heard and seen SO many times before such as a woman sleeping in her bed, a quiet field with a model in it etc or even just a bed in a field! But after a while our creative juices got flowing and we came up with quite a few cool ideas! We really liked an idea we had about the model in our advert having the best dream she has ever had because she used our fragrance, although we would make the dream a lot more wacky and humorous than the stereotypical dream of chocolate or a good looking man. 

We eventually settled on the simple but effective idea of having the elegantly shaped body mist on a bedside table showing everyone how much of a necessity it really is!

In the seminar it also dawned on us how little time we have left until our first presentation for this project!! This year has gone TOO fast!

I'm sleepy

After much deliberation we have FINALLY finalised our idea for our new concept! We have chosen to focus more on aromatherapy than personalisation, although personalisation will still have a key role within our concept. 

After gathering research from mintel, mumnet and various other online surveys we realised it would be best to target our product at women aged 35 and over. Women with stressful jobs, mothers and housewives will be our target market as research showed us although young adults would love this product they wouldn't necessarily buy it and would only use it if it was already in their house! 

Campaign

Campaign awareness - Leaflets in Dr's surgery

                                          - Website, Facebook

                                          - Banners

                                          - Create suspense and excitement in stores and online 'coming                                                          soon banners with exciting counters in stores.

                                          - John Lewis, Selfridges, Harvey Nichols

Campaign objective    - Build suspense 

                                          - Gain brand awareness 

                                          - Make people think about their sleep pattern 

Emotional response    - From the campaign: Excitement and mystery 

                                          - Once launched - Thought provoking 

Packaging/ product     - Bed 

                                          - Pillows

                                          - Blanket 

                                          - Test tubes 

Challenge all the rules!

It's key when coming up with a new concept to challenge all the stereotypical ideas that are already on the market. Before my seminar I'd never really thought about 'challenging' ideas that are already around but now I've done it I've realised just how important it is! It made us as a group realise exactly what we didn't want to do when finalising our new concept! Obviously staying away from the 'tacky', cliche trends is key! 

Youth vs Mature - 

'I am a princess'

'I was born to rule...where's my tiara?'

'I didn't want this perfume! Where's my car?'

'If I wear this Harry Styles will be my boyfriend!'

'You'll never be this sophisticated'

Luxury vs Economy - 

'Who needs friends when you've got money?'

'I smell like money''

'I've got enough money to talk shit on TV'

'This'll do'

'Buy this for your dog as well'

Local vs Exotic - 

'Smell like your grandfathers back garden'

'This will go perfect with your gap year'

'You will never make it here...just buy the perfume'

'You've never heard of this country but we will make you like it!'

Personalisation - 

- 'You feel like we're offering you something new, we're not'

'What you decide you like will smell worse than if you hadn't asked'

'We will ask you what you like but you will have no idea'

Who is our consumer?

Our typical consumer is someone who has much difficulty sleeping at night due to their very hectic and, in some cases, stressful days.

Their shopping habits consist of visiting stores such as Selfridges, John Lewis, Hobbs, Waitrose and Jigsaw and indulging themselves in the new health and beauty products they have to offer. 

Health and well-being is a huge part of their life and yoga and pilates take center stage. Having a healthy mind and body is extremely important to our consumers which is why they purchase Cloud Nine. 

Not willing to try sleeping tablets due to the risks and side effects, they are after a healthy alternative. Our body mist provides this for them as it allows them to drift off into a deep sleep so they are well prepared for the day ahead. 

The big idea!

Insight - Everyone remembers their first pair of Dr Martens 

Aim - To interact with their audience 

Big Idea - Experiential online experience 

Execution - Online, film and outdoors

Insight - Women purchased body wash, not men - Surveys 

Aim - Make women buy 'manly' Old Spice for me rather than a feminine fragrance 

Big Idea - Increase awareness and reach women as well as men

Execution - Online (Youtube), Tv advertisements, Twitter, Cinema advertisements 

Insight - People are very unaware of the island 

Aim - To create awareness for the island 

Big Idea - Offer something priceless 'a prize that isn't just a prize, it's a job'

Execution - Paper advertisement, TV, Youtube and the news

Taste Billion

Ever since high school I have always been really intrigued by guest lecturers and speakers. It really intrigues me as to how they put everything we are learning in class to practice and use all their knowledge in the real world. 

When Steven Wallis from Taste Billion came in to give us a lecture I was once again just as fascinated. After graduating from Central Saint Martins and winning Masterchef Steven now owns his own business where he researches ideas for brands. His job includes looking up and presenting new trends brands could possibly use for new products or advertising campaigns. 

Although I'm not really sure I want to go into this area of the fashion industry it was really exciting to hear all about it! 

Taste Billion's brad promise - 
'They can promise not just style and communication but how does it come together as a product recipe and taste and flavours.' 

Research Boards

After our workshop with Tim this week we've decided to come up with concepts for our research boards which we can use to gather ideas and put in our presentation. 

Between us all we have decided to look at creating boards focussing on gender, personalisation, aromatherapy and product/packaging innovation.

Until this week I never really understood the difference between a mood board and research board but now I finally do know I'm wondering how I ever did any form of research without creating a research board! They are so handy for gathering ideas as the less cluttered layout lets your eyes see everything more clearly and allows you to focus and pick out the most important parts. It also really benefitted me by writing about each image, which is very different to a mood board. By doing this it helped me get my point across to others, think clearly and understand my own thoughts rather than get jumbled up. 

I created the personalisation board and it really allowed me to explore all markets and not just fragrance. I learnt that personalisation comes in all forms - jewellery, make up, clothing, accessories and not forgetting perfume. Although most of these products are very tacky and not in the slightest bit visually pleasing it really helped us explore ideas. 

London town

Luckily, we managed to gather a lot of primary research for our concept ideas and after looking in many stores such as Selfridges, Liberty's, Dior, Chanel and Burberry it managed to lead us to the final idea of personalisation with perfume! 

Even though we had decided on personalisation we were still trying to think of as many ideas as possible for how to incorporate aromatherapy into our fragrance. We visited Jo Malone in Selfridges and asked about there fragrance which helped relax you and send you to sleep. We learnt that their fragrance is for linen and they showed us this by handing us a piece of fabric and spraying directly onto that opposed to your skin, which usual perfumeries do. 

We also learnt that Jo Malone had a personalisation service where they advise you on your perfect scent. This lets you layer up a number of fragrances to give your self a unique scent!  This idea isn't very well known of so we decided it would still be a good idea to take it and develop it a lot further into an even more unique and personal service. 

This research led us to think about different methods of personalisation and we came to the conclusion that instead of layering scents we would quite like to create a product which enables you to actually mix the perfume yourself and put it a bottle or even a way to connect a number of bottles so they all spray at the same time.