Limited Brands Internship Final Project

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Interviewed 20 18-24 females and had them try three floral fragrance sample and complete market surveys.

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Limited Brands Internship Final Project

  1. 1. Jessica Corey Product and Fragrance Development Intern, Beauty Avenues August 18, 2010 Forever Young: A Glance at the 18-24 Age Group
  2. 2. Contents • 18-24 Age Group Demographics • Trends – Fashion – Beauty – Exotic Ingredients • Fragrance Panel Results • Recommendations
  3. 3. 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
  4. 4. Trends: Individualism • Focusing on yourself • Individual expression • Feeling free to do anything you want • Driven to be successful • Seeking luxury • Customized Products
  5. 5. Fashion Urban Warrior Fur, Tailored Jackets Conservative Glamour Classic, Clean Lines Bohemian Rhapsody Flowy, Finished Looks
  6. 6. Beauty Hair Functional, Pulled Back Fragrance Modernizing Chypres Makeup Sophisticated, Pop of Color on Lips
  7. 7. 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
  8. 8. Fragrance Panel 18-24 • Distributed 3 different floral fragrance samples to 19 panelists • 15 responded • Analyzed info through: • Lifestyle questions survey • Fragrance sample surveys
  9. 9. Fragrances that the Panelists are Currently Wearing
  10. 10. How Important Fragrance is to the Panelists
  11. 11. Where they Purchase their Fragrances from
  12. 12. 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.
  13. 13. Given the budget you currently have, how do you allocate your spending? Make sure the total adds to 100%.
  14. 14. If you had unlimited funds how would you spend it? Make sure the total adds to 100%.
  15. 15. Fragrance Sample Delicate Petals Panelists 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
  16. 16. Overall Strength/Top 5 Words or Phrases to Describe the Fragrance • Fresh/Clean • Floral • Musky • Different/Uniq ue • Citrus
  17. 17. 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
  18. 18. 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
  19. 19. Overall Strength/Top 5 Words or Phrases to Describe the Fragrance • Powdery • Musky • Old fashioned • Fresh/Clean • Everyday
  20. 20. 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
  21. 21. Fragrance Sample Pretty Petals Panelists 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
  22. 22. Overall Strength/Top 5 Words or Phrases to Describe the Fragrance • Feminine • Wearable • Floral • Fresh/Clean • Youthful
  23. 23. 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
  24. 24. 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)
  25. 25. Sources • WGSN • Fashion Snoops • Harper’s Bazaar • Survey Monkey • Symrise Megatrends • Encyclopedia Britannica
  26. 26. Thank You!

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