2.  Target market: women between 18 and 35
 Fragrance: rich and alluring scent that
resembles elegance and sophistication
 Shape: straight, sleek and stylish
 black with rose gold features
 designed in this form to deliberately differentiate
from stereotypical perfume bottles.

3.  Chivalry is the main theme of our product, to
override societies opinion that chivalry is dead
 Not stereotypical- traditional fragrances
advertise women’s vulnerability and acts of
seduction.
 Ammuletté promotes the return of charm and
independence for women
 Gobe (2009) explains emotional branding as the
practice of connecting products to the
consumers in an emotionally profound way

5.  Atmosphere of luxury, elegance and
sophistication
 Music: cool, classy edge
 Formal dress, being served Moet – a world-
renowned luxury brand
 Product placement- merging advertising with
entertainment.
 Champagne enhances brand equity

8.  Painting is intricate and coincides with the
luxury within the atmosphere
 Woman’s emotional appreciation – high bid,
promoting independence - moving away from
tradition

10.  Steven Harrington describes celebrity
endorsement as adding value and star equity to
the brand
 Ryan Gossling is associated with charm and
romance.

12. Chivalry is
back
;)

13. Ammu
letté
CHIVALRY IS BACK