The Background:
Coty, Inc. is a multinational beauty company, it develops, manufactures, markets, and distributes fragrances, cosmetics, skin care, nail care, and both professional and retail hair care products. Coty owns around 77 brands as of 2018
The Ask:
Create an entire new concept that will drive a new scent for Coty. The concept should be born from the Coty brand culture but should also define its own market territory and should strive to be trendsetting within popular culture, as the fragrance landscape is awash with look-alike alternatives.
The Research:
We completed secondary research on the fragrance industry. We also created a survey as primary research to obtain additional information. Through our research we found there was a lot of hype around essential oils and customization. We decided to take these two insights and create the Discover Fragrance.
The Opportunity:
Create a unisex fragrance that is for anyone who enjoys traveling. Connecting traveling with experiences and memories.
The New Concept:
Discover is a light body mist made with all natural ingredients and essential oils. The customizable scents are created to remind consumers of their favorite trip or vacation. Partnering with Google and their location algorithm, the consumer can choose an exact pin point location anywhere across the globe.
Promotion:
Having pop-ups and trial stations will allow us to gain attention from people all around the world. We will have brand ambassadors who will promote the brand and product by allowing consumers test the premade samples of custom fragrances. Also having some micro-influencers to use their platforms with blogs and other social media sites to showcase their favorite customized scents that was created for them.
Why This Works:
From our primary research, we received a lot interest in our product from our target demographic of 25-34 year olds. The Discover fragrance also directly speaks to the Coty brand values. Our product is also on trend with the high interest in custom blending and natural ingredients.
The Team:
Alana Loveys: Creative Brand Manager
Art Ross: Creative Brand Manager
Halle Nurse: Creative Brand Manager
My Role:
Research and Strategy