Niche Perspective on Prestige
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Niche Perspective on Prestige

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A HBA presentation on the prestige market from a niche perspective using case studies from the Odin fragrance brand and 21 Drops.

A HBA presentation on the prestige market from a niche perspective using case studies from the Odin fragrance brand and 21 Drops.

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Niche Perspective on Prestige Niche Perspective on Prestige Presentation Transcript

  • A NichePERSPECTIVE PRESTIGEon
  • What We doBRANd PRoduCT SPACE HE SAID… BODy ZIRH 950 Third Ave, 3rd Fl SHE SAID… DOUBLEOur Top 10 straight from their mouths. Guys will be guys, especially when sudsing up. ZIRH 2 x 4 Body Bars come CLEAN man-sized with dual action to ensure more than a clean slate. New York, NY 10022 Ian – Arizona, USA: Fantastic products with remarkable results! What more could you ask for? CLEAN is the most amazing product available of all skin cleansers. The results I’ve achieved using CLEAN are remarkable. It clears up BODy BAR (blue) my complexion spotless. I’ve recommended it to my friends and my dermatologist! troubled skin and has made Not only 8.4 fl oz/250ml -lifter, this exfoliating bar combats body acne with a trio of natural acids. a dirt and oil $17 5.3 oz/150g - $15 SCRUB Greg – Texas, USA: The scent of the Scrub is absolutely incredible. I can feel it working in the pores. I usually use that vITAMIN along with CLEAN. I have a cleaner face, a cleaner neck and have noticed that the tiny little bumps on in the shower BODyface have gone away. my BAR (yellow) 3.4 fl oz/100ml - $17 Glycerin-based and vitamin rich with Oat Protein, Orange and Cucumber Extract. Leaves skin SHAvE GEL moisturized without the itch of harsh soap. Barbara – Arizona, USA: My husband has a very heavy, tough beard. He has for all his life and because of that, he 5.3 oz/150g - $15the close shave he wanted. It was my son who had the same problem that turned him onto the SHAVE GEL. couldn’t get Now he won’t even consider shaving unless he has SHAVE GEL with him! It has been a life saver to my family. 8.4 fl oz/250ml - $20 CORRECT TO: Brett – California, USA: ZIRH is, without a doubt, the best line of skin products I have ever used, and I’ve used them all. My skin has never looked or felt better and I have never used a line of products that I could use everyday without some kind of clogging of my pores. ZIRH is the first moisturizer I can use daily and not get any clogging. I’m 36 and get a great deal of sun and constantly get told I look 26, because my skin looks so amazing. I use CLEAN, CORRECT, RESTORE, PROTECT, SCRUB AND SOOTHE. I love your products! Keep up the revolutionary work! 1.7 fl oz/50ml - $28 19 www.zirh.com 800 295 8877 8877 13 7 www.zirh.com 800 295 COMPLIMENTS OF ZIRH Get a free IKON COMPUTER BAG or CORDUROY WEEKENDER BAG with all CORDUROy BLOCK PARTy Not your average bar crawl. If you’re on a bender of top shelf mixers, our Cocktail Bar purchases and web orders. Enter coupon code CATIKC for IKON or CATCDW EDT Collection will keep you satisfied in and out of the shower. Each bar is blended with healthy botanicals towoody moisture and soothe skin after sudsing all over. A fresh and restore Eau de Toilette Spray with bright top notes of bitter for CORDUROY with our customer service agent at (800) 295-8877 or online at grapefruit and aqua accord, combined with rich spices and brushed suede, wrapped in long-lasting warm woods. A timeless choice that embodies quiet www.zirh.com upon checkout. confidence, strength and simplicity. 4.2 fl oz/125ml - $58 HURRICANE- $45 2.5 fl oz/075ml A tropical scented blend with soothing Passion Offer expires December 31, 2008. Fruit, Vitamin C and a splash of Lime to cool you off. 5.3 oz/150g - $15 MORE OFFERS AT ZIRH Free shipping with all $100+ SCREW DRIvER orders (US only) Free skincare and An invigorating citrus triple threat with Blood fragrance samples with all orders MEN’S PERSONAL CARE HOLIDAY 2008 Orange Extract, Vitamin C and a garnish of exfoliating Orange Peel Powder to smooth out Included a year of Details magazine the rough stuff. 5.3 oz/150g - $15 with all $60+ orders CUCUMBER MARTINI A mouthwatering twist on the classic. Nobody is going to question your manhood with this Cucumber and Lime icebreaker. 5.3 oz/150g - $15 SAKE BOMB An energizing explosion of Rice Bran and Hops. But no need to slam your fists on the shower door. This one comes mixed. When I say SAKE, you say BOMB! 5.3 oz/150g - $15 LONG ISLAND ICE TEA A refreshing citrus-cola scented cocktail loaded with just about everything you can think of without the 48-hour hangover. Contains Lemon, Orange and Caffeine to name a few. 5.3 oz/150g - $15 www.zirh.com 800 295 8877 9 17 www.zirh.com 800 295 8877 8877 www.zirh.com 800 295 CLIENT ZIRH . CATALOG 2008 ROLE STRATEGY . CREATIVE DIRECTION . DESIGN . COPYWRITING . PROJECT MANAGEM
  • Insanitydoing the same thing over and overagain, yet expecting different results.- Albert Einstein
  • “Luxurymaybe back “but bling isn’t.The new luxuries are not defined by price.Experience and emotional connection have value.Consumers are less influenced by brands’ marketing.only 2% said they trust sales people down from 50% four years ago.- Wallstreet Journal May 14, 2011
  • +
  • The Competition
  • The design: Collectible slip case-covered books unexpected details through form and function Contrasting materials and surfaces Tactile experience through discovery An exploration in blackFINE FRAGRANCE HOME FRAGRANCE Soft touch wrapped rigid box Gray screening on bottles Balck screened glass w/ transparency High gloss type and graphics Color juice Slate gray wax Grosgrain pull Custom weighted soft touch cap Glass turns amber when lit Custom zamac lid doubles as s stand
  • The distribution Strategy01 Key launch door02 Limitied distribution and strategic roll out03 Balance fashion and beauty doors04 only open doors we could support05 Partnerships vs opening orders
  • The Marketing www.odinedt.com 2 ml / 0.07 Fl. Oz. INGREDIENTS : SD ALCOHOL 40-B, FRAGRANCE (PARFUM), WATER/EAU (AQUA), BUTYL METHOXYDIBENZOYLMETHANE, 01 BHT, LIMONENE, LINALOOL, HYDROXYISOHEXYL 3-CYCLOHEXENE CARBOXALDEHYD, GERANIOL, CITRAL, ALPHA-ISOMETHYL IONONE, CITRONELLOL, COUMARIN, YELLOW 6 (CI 15985), RED 33 (CI 17200), YELLOW 5 (CI 19140), BLUE 1 (CI 42090) CAUTION: KEEP AWAY FROM HEAT OR FLAME. AVERTISSEMENT: MAINTENIR À L’ÉCART DE LA CHALEUR ET DES FLAMMES. NOT FOR SALE | NE PEUT ETRE VENDU FOUNDRY NYC, INC. DIST. FOUNDRY NYC, INC. DIFFÉRENTES LATITUDES NEW YORK, NY 10001 5 RUE DU COMMANDANT LAMY © 2010 FOUNDRY NYC, INC. 75011 PARIS, FRANCE MADE IN U.S.A. / FABRIQUÉ AUX ÉTATS-UNIS FORMULA ONE . FORMULE 01 / EAU DE TOILETTEExclusives Sampling Retailer supportPress Training + Gratis
  • The CompetitionAT PRESTIGE CATEGORY LEADERS
  • The Package design
  • The Package Experience
  • The Communication
  • The Launch
  • Niche BrandsMaking Their Mark
  • ContactPURPOSE-BUILT242 West 30th Street Suite 305New York, NY 10001Tel 212.465.8800Fax 212.465.8804www.purpose-builtnyc.comKELLY KOVACKkelly@purpose-builtnyc.comFOLLOw PURPOSE-BUILT ON Facebook Twitter Linkedin