limited brands internship final project
DESCRIPTION
Interviewed 20 18-24 females and had them try three floral fragrance sample and complete market surveys.TRANSCRIPT
Jessica Corey
Product and Fragrance Development Intern, Beauty AvenuesAugust 18, 2010
Forever Young:A Glance at the 18-24 Age Group
Contents
• 18-24 Age Group Demographics• Trends
– Fashion– Beauty– Exotic Ingredients
• Fragrance Panel Results• Recommendations
18-24 Demographics
• Female• Generation Y• Graduated high school, attending college, or
has an entry level job• Technologically advanced (computers, mobile
phones, social networking sites)• Follows trends• Sociable
Trends: Individualism
• Focusing on yourself• Individual expression• Feeling free to do anything you want• Driven to be successful• Seeking luxury • Customized Products
Fashion
Urban WarriorFur, Tailored Jackets
Conservative GlamourClassic, Clean Lines
Bohemian RhapsodyFlowy, Finished Looks
Beauty
HairFunctional, Pulled Back
FragranceModernizing Chypres
MakeupSophisticated, Pop of
Color on Lips
Exotic Ingredients
Cloudberries•Fruit•Northern Hemisphere•Used in:
•Drinks•Jams•Tarts
Sea Sandwort•Plant•Western Isles•Sour•Used in:
•Fermenting foods•As a potherb•Grounded in flour
Thuja Cones•Tree•North America•Aromatic•Contains Vitamin C•Used in teas
Fragrance Panel 18-24
• Distributed 3 different floral fragrance samples to 19 panelists
• 15 responded• Analyzed info through:
• Lifestyle questions survey• Fragrance sample surveys
Fragrances that the Panelists are Currently Wearing
How Important Fragrance is to the Panelists
Where they Purchasetheir Fragrances from
On a scale from 1 to 5, what factors influence your fragrance purchase the most? 5 being the most influential and
1 being the least influential.
Given the budget you currently have, how do you allocate your spending? Make sure the total adds to 100%.
If you had unlimited funds how would you spend it? Make sure the total adds
to 100%.
Fragrance Sample Delicate PetalsPanelists Overall Reaction to Fragrance
• Firmenich @ 12%• Top: Blue Violet Leaves,
Juicy Mandarin, Blue Aldehyde
• Mid: Delicate Jasmine, Honeysuckle, Cyclamen
• Dry: White Musk, Vanilla Orchid, Blonde Woods
Overall Strength/Top 5 Words or Phrases to Describe the Fragrance
• Fresh/Clean• Floral• Musky• Different/
Unique• Citrus
Would you wear Delicate Petals?
33.3%
67.6%
If yes, then on what occasion would you wear it?
If no, why?• Smells like cleaning products• Old, dry, too floral• Too woody and musky
Fragrance Sample Hedonism Hijacking Panelists Overall Reaction to Fragrance
• Symrise @ 12%• Top: Peach and
Strawberry "Aldehydes", Buchu leaf, Black Pepper
• Mid: Peony, Violet, Rose• Dry: Blonde Woods,
Musks, Tonka Bean, Vanilla Bean
Overall Strength/Top 5 Words or Phrases to Describe the Fragrance
• Powdery• Musky• Old fashioned• Fresh/Clean• Everyday
Would you wear Hedonism Hijacking?
If yes, then on what occasion would you wear it?
If no, why?• Reminds me of something my
grandmother would wear• Smells like rubbing alcohol• Too floral
Fragrance Sample Pretty PetalsPanelists Overall Reaction to Fragrance
• IFF @ 12%• Top: Sparkling
Grapefruit, Wild Strawberries, Juicy Plum, Crunchy Apple
• Mid: Buttercup, Gardenia, Jasmine Petals
• Dry: Warm Musks, Cedarwood, Sandalwood, Cashmeran, Fluffy Meringue
Overall Strength/Top 5 Words or Phrases to Describe the Fragrance
• Feminine• Wearable• Floral• Fresh/Clean• Youthful
Would you wear Pretty Petals?
If yes, then on what occasion would you wear it?
If no, why?• Too light• Too watery floral, not unique enough/no
pop• Liked the scent, did not last long on skin
Recommendations
• Develop a Green-Floral Fragrance• Benchmark: Marc Jacobs Daisy• Launch Date: Mid Summer 2011 or Spring 2012• Create nature-inspired bottle/packaging• Market fragrance as having sustainable packaging (go green movement)
Sources
• WGSN• Fashion Snoops• Harper’s Bazaar• Survey Monkey• Symrise Megatrends• Encyclopedia Britannica
Thank You!