Kerith Rae, Mike Razim, Jessica Sartoretto
Coty Vision“To uphold François Cotys   spirit of innovation...           Heritage product,not just in terms of but also in...
Consumer TrendsHyper-personalization   Accessibility
Current Fragrance Industry
Current Fragrance Industry
Current Fragrance Industry Will adding another fragrancerevolutionize an industry awash  with look-alike alternatives?
Current Fragrance IndustryNO
But What Will?Heritage     Hyper-personalization    +                 +Innovation       Accessibility
Introducing...       Paragon  A fragrance that revolutionizes theconsumer purchase process by injecting hyper-personalizat...
User Experience                                                                                                           ...
User Experience                                                                          2. Personalize                   ...
User Experience                                                                       2. Personalize                      ...
User Experience                                                                                               2. Personali...
User Experience                                                                                     2. Personalize        ...
User Experience                                                                      3. Purchase                          ...
User Experience               To the Woman I Cherish Most-I can’t believe it has been three years. The time we have spent ...
Packaging1904: Heritage                           2012: Innovation           “a model of excellence & perfection”
Pricing & Costs                   COST REDUCTION Size     Price   less shipping to stores                  no expensive di...
Questions  ? Is Paragon not going to be sold at         fragrance counters?Why would I buy a fragrance without         sme...
In-Store KioskParagon
Fragrance Sample Mailers                                                 Paragon.comParagon                               ...
Fragrance Sample Mailers        Paragonscenthere          creativity here         www.paragon.com
Who will Buy?Men & WomenHHI: $75,000+                       “I am affectionate,                “I’m am brave, courageous, ...
Will This Work?
Marketing PlanYear 1    Paragon Photo-booth                          Paragon                       Paragon         Paragon...
Marketing PlanYear 1    Magazine         Paragon             “a model of excellence & perfection”                    www.p...
Marketing PlanYear 1   Magazine
Marketing PlanYear 1                                     Online         The perfect fragrance for you         and you     ...
Marketing PlanYear 1   Word-of-Mouth
Marketing Plan         Experiential                        Listening PostYear 2
Marketing Plan                        Expanded Bottle Choices         New Toppers         Added ColorsYear 3
Marketing Plan                       Themed Gift Sets                                            Merry         Bride to Be...
Faster   Further   Freer
Paragon“a model of excellence & perfection”
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Coty Fragrances

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Coty Fragrances

  1. 1. Kerith Rae, Mike Razim, Jessica Sartoretto
  2. 2. Coty Vision“To uphold François Cotys spirit of innovation... Heritage product,not just in terms of but also in retail methods + and experience creation. Ifornovationare what n beautyAn adventurous mindset andpassion will drive Coty successfully from today into tomorrow.”
  3. 3. Consumer TrendsHyper-personalization Accessibility
  4. 4. Current Fragrance Industry
  5. 5. Current Fragrance Industry
  6. 6. Current Fragrance Industry Will adding another fragrancerevolutionize an industry awash with look-alike alternatives?
  7. 7. Current Fragrance IndustryNO
  8. 8. But What Will?Heritage Hyper-personalization + +Innovation Accessibility
  9. 9. Introducing... Paragon A fragrance that revolutionizes theconsumer purchase process by injecting hyper-personalization and accessibility into a stagnant industry.
  10. 10. User Experience 1. Portal 3 Easy Steps Paragon.comParagon I Want A Sample!HeritageInnovationSend a GiftDesign My Own a model of excellence & perfectionContact Us Paragon is a fragrance that addresses a big consumer-facing industry. An industry with high prices and endless products where- because of fashion and style- the product will always resist being commoditized. The model that Paragon boasts is an all-encompassing solution to a fragmented market that revolutionizes the way consumers purchase and experience fragrances. A hyper-personal and easily accessible online world now exists with the advent of Paragon. We are the model for excellence and perfection.
  11. 11. User Experience 2. Personalize Paragon.comParagon Send a Gift I Want A Sample!HeritageInnovation SizeSend a GiftDesign My OwnContact Us 3.4 oz. 2.5 oz. 1.7 oz.
  12. 12. User Experience 2. Personalize Paragon.comParagon Send a Gift I Want A Sample!HeritageInnovation ColorSend a GiftDesign My OwnContact Us
  13. 13. User Experience 2. Personalize Paragon.comParagon Send a Gift I Want A Sample!HeritageInnovation ScentSend a GiftDesign My Own Fruit Floral Citrus GiftContact Us Tart Guava Wild Orchid Key Lime Let the Passion Fruit Violet Green Pear recipient Orange Litchi choose! Blossom
  14. 14. User Experience 2. Personalize Paragon.comParagon Send a Gift I Want A Sample!HeritageInnovation EngraveSend a GiftDesign My OwnContact Us I hope life treats you kind And I hope you have all youve dreamed of. And I wish to you, joy and happiness. But above all this, I wish you love. And I will always love you.
  15. 15. User Experience 3. Purchase Paragon.comParagon Send a Gift I Want A Sample!HeritageInnovation Send!Send a GiftDesign My OwnContact Us Thank You for your Purchase!
  16. 16. User Experience To the Woman I Cherish Most-I can’t believe it has been three years. The time we have spent together is proof that time flies when you’re having fun, it seems like just yesterday we were sharing our first dance. I hope this bottle reminds you of those moments forever.... Love Always, David
  17. 17. Packaging1904: Heritage 2012: Innovation “a model of excellence & perfection”
  18. 18. Pricing & Costs COST REDUCTION Size Price less shipping to stores no expensive displays1.7 oz. $70 smaller slotting fee2.5 oz. $1003.4 oz. $135 POTENTIAL PROFIT customer support Gift $15 commerce 24/7 ability to go global
  19. 19. Questions ? Is Paragon not going to be sold at fragrance counters?Why would I buy a fragrance without smelling it first?
  20. 20. In-Store KioskParagon
  21. 21. Fragrance Sample Mailers Paragon.comParagon I Want A Sample! I Want A Sample!HeritageInnovationSend a GiftDesign My Own a model of excellence & perfectionContact Us Paragon is a fragrance that addresses a big consumer-facing industry. An industry with high prices and endless products where- because of fashion and style- the product will always resist being commoditized. The model that Paragon boasts is an all-encompassing solution to a fragmented market that revolutionizes the way consumers purchase and experience fragrances. A hyper-personal and easily accessible online world now exists with the advent of Paragon. We are the model for excellence and perfection.
  22. 22. Fragrance Sample Mailers Paragonscenthere creativity here www.paragon.com
  23. 23. Who will Buy?Men & WomenHHI: $75,000+ “I am affectionate, “I’m am brave, courageous, to “I “I doing moremyaextra for “I’mthe firstto pay friends of willing of and more consider myself creative Age: 23-34 THOUGHTFUL INDIVIDUAL EXCITABLE passionate, loving and my shopping online.” buy newproducts.” quality and daring.” adventurous,products.” person” romantic”
  24. 24. Will This Work?
  25. 25. Marketing PlanYear 1 Paragon Photo-booth Paragon Paragon Paragon Excellence + Perfection ere h se No March 312 Exarch n 1, 20 1, 20io2 M celle 3ce rfect 1 n and perfe pe w e and ellencww.parag.do.d ction m Exc agon on om w ww.par
  26. 26. Marketing PlanYear 1 Magazine Paragon “a model of excellence & perfection” www.paragon.com
  27. 27. Marketing PlanYear 1 Magazine
  28. 28. Marketing PlanYear 1 Online The perfect fragrance for you and you and you Paragon and even you. a model of excellence & perfection
  29. 29. Marketing PlanYear 1 Word-of-Mouth
  30. 30. Marketing Plan Experiential Listening PostYear 2
  31. 31. Marketing Plan Expanded Bottle Choices New Toppers Added ColorsYear 3
  32. 32. Marketing Plan Themed Gift Sets Merry Bride to Be It’s a Girl! Christmas!Year 3
  33. 33. Faster Further Freer
  34. 34. Paragon“a model of excellence & perfection”
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