The document provides details on Olivia Day's initial plans for a pre-proposal on creating a perfume advertisement. It includes a skills audit noting her strengths in design and technology and weaknesses in experience. It also includes mood boards analyzing advertisements for Miss Dior, Black Opium, and a 90s-inspired perfume. Research plans are outlined on existing perfume marketing in magazines. Key influences are discussed for Miss Dior 2021, Gucci Bloom posters, and Viva La Juicy packaging from 2008.

1. Initial Plans
Olivia Day

2. Pre-proposal

3. Skills Audit
Strengths:
• Artistic design. E.g.
Photoshopping to create a
product.
• Photography skills.
• Sticking to an aesthetic.
• Digital Technology – I can
navigate different software such
as Photoshop and Premier Pro
well in order to edit my products
to my liking.
• I can recognise an aesthetic/genre
by identifying particular patterns
e.g. colour themes, lighting
techniques, fonts etc.
• Deconstructing different media
products and analysing their
techniques and target audience.
• Identifying my mistakes and
fixing them.
Weaknesses:
• Lack of professional experience
• Lack of professional equipment
e.g. cameras, lights,
microphones etc.
• Time management.
• Taking risks.
• Lack of originality due to so
many media products existing.

4. Mood Board
Perfume
Ad
Miss Dior – Very feminine
advertisement (pink floral)
This is to represent its
velvety floral scent.
Connotations of wealth
and innocence.
Black Opium – Known for being darker
and sexier which is shown by its
advertisement. Advert often shows a
dark setting with neon strobe lights as
its light source. The controversial name
‘Black Opium’ (opium being a drug
additive) suggests that once you try the
perfume you cannot live without it as it
becomes highly addictive.
90s inspired perfume ad.
Adds a vintage and
nostalgic element.
Product:
I plan on having a
simple yet feminine
design e.g.
The tv advert will be
fun and try to create a
visual of freedom and
femininity – similar to
the Miss Dior ad except
with a less pink colour
palette.

5. Research
Existing products I will have to research:
• Magazine articles based on newly released perfume products. Sources that will
help me with this will be magazines such as Vogue, Bazaar, Cosmopolitan etc.
Here are some examples: Natalie Portman on Miss Dior and falling back in love
with beauty (harpersbazaar.com) and Gucci Bloom Fragrance Is Here -
Alessandro Michele Creates New Gucci Scent (harpersbazaar.com).
• The appearance of existing perfume bottles/ perfume bottle sketches.
• Ill have to think about all of the elements that have to go into my
magazine poster such as model poses, lighting techniques, potential
filters used, logo font etc.
• I will experiment by photographing a bunch of test shots of my model to compose
an idea of how the real thing will look.
• I will analyse previous perfume TV adverts so that I can create a general idea of
how I want my advert to look and pick up on how different filming techniques sell
a certain product.

6. Mood Board

7. Mood Board Analysis
How does your mood board inspire your project?
I have analysed a selection of different advertising techniques used
by big brands and how they create their product to reach their
target audience and how they want their buyers to feel once they
wear their perfume. This has made me realise that I must focus on
how I want my audience to feel once they try my product and create
my marketing around that. I have decided that I want my magazine
poster to be very classic with a simple background so that the model
and the product especially stand out.
How will your mood board influence your final product?
The mood board has helped me to realise how I want my overall
final product to loo. This is because I have an understanding of what
the setting will be, what the model will look like and wear, and extra
small details that will be included

8. Key Influences
Miss Dior Advert 2021
Natalie Portman is the face of Dior’s Miss Dior Fragrance as the story shows
her running free in green fields and driving in a vintage convertible car. The
advert shows many other clips of Portman looking happy in the sun,
surrounded by flowers and nature. The video is supposed to be a symbol of
what beauty and luxury can provide in times of difficulty as it was released
recently after the pandemic. The backdrop of flowers as Portman lies on a bed
of flowers reinforces the new fragrance infused with new floral scents.
The advert includes a slogan – “What would you do for love?”
The target audience for this product is a 25-45 year old woman which is
apparent due to the storytelling of the advert. The video is to express the life
of Miss Dior who represents wealth, British elegance and youthful vitality.

9. Key Influences
Gucci Bloom Parfum Posters
2018
Similarly to Miss Dior, the colour palette for the Gucci Bloom Fragrance
campaign is very focused on having as much pink as possible, mostly shades of
millennial pink as it tends to not be very intense and still comes off as very
feminine. The appearance of the advertisement for this product is very
enchanting and dreamy. Yet again, the use of interpreting so many flowers into
the images is to show the audience how the product actually smells when they
haven’t had a chance to find out the scent for themselves yet.
The font on the posters (which is the same as on the product itself) is very
minimalistic with very little writing which makes the advertisement appear as
fancy without the writing distracting you from the main image.

10. Key Influences
Viva La Juicy by Juicy Couture Perfume
2008
The packaging of this product is very y2k themed as it was released in 2008. This is
when juicy was at its peak in the fashion industry and fashion icons such as Paris
Hilton, Kim Kardashian and Britney Spears were often captured wearing iconic
Juicy tracksuits. At this time, hot pink was all the rage for younger girls and
therefore it is clear to see that the target audience for this product is women aged 16-
30 as they are easily influenced by pop culture and can appreciate the packaging of
the product more than say a older, more mature woman might. The scent of Viva La
Juicy is very floral and fruity with notes of vanilla. Again, this scent further explains
why the target audience for this product is aimed at younger girls as these scents
tend to be more flirty and fun than dark and mature.
The perfume bottle itself has a heraldic style design on the front which I believe adds
a fancy aesthetic to the brand however, the main star of the bottle has got to be the
hot pink bow which is placed on he lid. This feeds into the extra girly vibe and overall
is what sells the product.