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'