Thursday 10 March 2016

Task 1, Presentation. #fcp


Today we had a group presentation which was our first task in our fragrance project. The task was to find our story which meant we were required to demonstrate an understanding of the context of the scent market. We had to present 3 potential opportunities/ insights that we have identified through research and find new narratives, future brand messages and innovation.

Our first idea was to create a scented mist that can be worn in the sun as women want to be able to wear perfume on the beach and around the pool without getting sunburnt from it. Unfortunately perfume attracts the sun to your skin and can burn the skin very badly even with sun cream on top.
“Prescription drugs, over-the-counter pain relievers, herbal remedies such as St. John’s wort, perfumes, exfoliating skin care products, and even some sunscreens can increase sensitivity to the sun” (Elizabeth Lee). People get really serious burns because of applying perfume directly to the skin and then exposing it to sunlight due to the chemicals and oils that are used in perfume. 
This perfume issue is increasing health concerns of sun burn leading to cancer. After doing a survey we received many positive responses about having a perfume that worked as a sun cream as many other women have experienced bad sunburns just from wearing perfume. 
Women said that the experience of burning due to perfume had ruined their holiday as they had to wear a t-shirt over their burn and also they experienced their skin peeling on their chest due to the perfume burn. 

Our second idea  was to create a fake tan that smells like a perfume as 89% of consumers complain about the distinct smell of fake tan. Results from our survey showed that 29/66 people wanted their fake tan to smell of their favourite perfume. Everyone that we asked stated that they disliked the smell of fake tan as it is a giveaway that its being worn. Consumers also said the smell of the fake tan puts them off purchasing which obviously harms the companies income. Fake tan has become a huge trend across Britain and the consumer’s demand has increased vastly over the past few years.
St Tropez is one of the leading self-tanning products in the UK and sells three bottles of bronzing mousse a minute around the world. Nowadays, 41% of women use self-tanning products which is  very high percentage. Websites such as vouchercloud.com search for fake tan increased by 243% over the past 12 months. Although there are products out there who have claimed to have masked the notorious scent, masses of online reviews and answers from our peers show that there is still a gap in the market for our idea

Our final idea was to create a sporty fabric softener that reacted to the smell and feel of sweat. The trend of having a healthy and active lifestyle is very popular at the moment as more people are attending the gym, eating healthy and following healthy lifestyle pages on social media. Most women that we spoke to said that they are afraid to go to the gym because of the way they will smell and sweat. Fitness bloggers/Instagramers are creating many opportunities for sports brands and sports products so we thought we would have a go at one. In April 2015, it stated that 63% of users agree that long-lasting fragrance is the most important product attribute and 42% of deodorant users agree that deodorants do not last as long as they claim to. Deodorant brands have already tried to target the sports market with long lasting sprays eg. 48 hour protection, although not for clothing only for the skin (armpits). 

We found that our perfume that can be worn in the sun was our favourite idea as we knew it would benefit many people and we knew out consumer profile straight away.

A blog about task 2 will be up soon so keep checking out my blog! 

Shelby xxx
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