The document provides information about various types of perfumes such as ittars, fragrances, essential oils, and concentrates. It discusses the history of perfumes originating from the Middle East over 1,300 years ago. Various flower extracts like rose, jasmine and orange blossoms are used to create perfumes. The document also outlines the different types of perfumes based on concentrate levels - concentrated perfume, eau de parfum, eau de toilette, and eau de cologne. It proposes concepts for an upscale perfume retail store called "Maysa" including vision, target customers, product range, store layout, and branding and promotion strategies.

1. Ittars
and
Fragrances

2. History
• The first people to use rose petals to make rose water were the Arabians,
about 1,300 years ago
• They not only used it as a perfume, but as a medicine
• One of the earliest true perfumes made was attar of rose, which means
“essential oil of rose”
• Half a hectare of roses will yield 1 tone of rose petals. And from these
petals half a kilogram of attar is produced. No wonder this essence is very
expensive!
• Flowers such as roses, violets, jasmine, orange blossoms, and jonquils are
the source of some of the greatest perfumes

3. Introduction
• Perfume is thousands of years old - the word "perfume" comes from the
Latin fumus which means “fumes”
• One of the oldest uses of perfumes comes form the burning of incense and
aromatic herbs used in religious services
• The Egyptians invented glass and perfume bottles were one of the first
common uses for glass
• For centuries, perfume has been an essential part of human culture: people
have perfumed their hair and bodies with oils, resins, flowers, herb extracts
and animal scents since earliest history
• Wearing scent is pleasurable; it’s an expression of eccentricity

4. Introduction
• Perfumes, Colognes and scents are usually complex combinations of
natural materials, such as essential oils from plants and synthetic products
that increase the lasting power and heighten the smell
• Alcohol is used as a liquid base for perfume, and basically this ratio of
alcohol to scented perfume concentrates determine what the final
concoction is labeled

5. From highest concentration to least,
the different forms of perfume are:
• Concentrated Perfume - can include 15-40% perfume concentrates and is
the most expensive as a result
– Perfume (or “parfum”) lasts longer than other scent types; typically around six
hours
• Eau de Parfum – contains about 7-15% perfume concentrates
– This is the most popular and common form of perfume
– It provides a long-lasting fragrance and generally doesn't cost as much as
extract perfume
• Eau de Toilette - has around 1-6% perfume concentrates.
– This makes for a light scent that doesn't linger as long as the more intense
versions
– It was originally intended to be a refreshing body splash to help people wake up
in the morning

6. From highest concentration to least,
the different forms of perfume are:
• Eau de Cologne - the concoction began as the name of a light; fresh fragrance
mixed with citrus oils and was made popular by Napoleon
• Above mentioned are the most famous versions of scented luxury and are
most commonly know as EDP, EDT and EDC

7. Ittar/ Ittr
• Ittar or Attar or itr is a natural perfumes extracted from the juices of flowers
like the jasmine, rose or sandal, herbs, spices and tree barks
• Sandalwood oil is used as base in making Ittar while western perfumes, are
prepared in alcohol as solvent or base
• Its customary practice in nobility to offer ittar to their guests at the time of
their departure
• The ittars are presented in beautiful tiny crystal cut bottles called as
itardans, because of its concentrated form, Ittar is sold in tiny bottles

8. Merchandise Mix
• The store would have a collection of perfumes – standard range of
perfumes and Ittars and “Special Collection” of perfumes - every season for
both men and women
• There will be two collections every season – spring/summer and
autumn/winter
• In Latest collection - Each perfume will be unique and have its own space in
the store
• Every perfume has a story, a concept, a theme to it that would connect to
the consumer and captivate their senses – it incorporates creativity,
mystique and romance along with marketing to appeal to the masses

9. Merchandise Mix
• The collection this season would take one through a magical journey of their
“Dreams”
Name of the perfumes:
• A walk in the clouds
• Sundrops
• Memorabilia
• Golden Mangoes
• Deep Red
• Eternity

10. Name for the store - options
Origin of perfumes can be credited to Arabians (1300 yrs ago) – names for
reference for the brand
• Ittar - means perfume, unisex
• Nadirah – Rare and Precious in arabic
• Nashwa – Fragrance, perfume that which intoxicates in arabic
• Abeer – Fragrance in arabic
• Ablah – Perfectly formed in arabic
• Anbar – Perfume in arabic
• Maysa – To walk with a proud swinging gait in arabic

11. “Maysa” – to walk with a proud,
swinging gait in arabic
• Luxury Brand for Men and Women
• The perfumes are designed for both men and women
• The refined oriental fragrance befits the vivacious and exuberant individual
• The collection is created especially for those who aspire towards modern
chic yet believe in their traditional roots
• These concoctions are rich oriental concentrates that makes an enticing
choice for every fragrance lover
• Ready to make the person feel like a celebrity, filled with pride and
confidence and ready to capture the world!

12. “Maysa” – Super Specialty Store
• Single Merchandise classification - It would offer all possible variety of
perfumes categorized on the basis of their concentration
• Extremely narrow in terms of variety – Concentrated Perfumes and Ittars,
EDP, EDT, EDC
• Extremely deep in term of assortment (product lines)
• Highly related selection
• Offer very attentive and good customer service
• Promotional activities emphasize on the uniqueness of the store and the
deep assortment provided to the customers

13. Maysa - Vision, Mission and Values
Vision
• Our vision is to be a globally recognized Luxury Brand
Mission
We exist to enrich our Customers' Lifestyles by:
• Encouraging Creativity, Innovation & Continual Improvement
• Adopting practices that are Ethical and Socially & Environmentally
Responsible
• Attracting & retaining the best Talent
• Meaningful Relationships with Employees & Associates built on Trust &
Respect
• Maximizing Stakeholders' Interest

14. Vision, Mission and Values
Values
• Excellence
• Innovation
• Partnership
• Integrity
• Open Communication

16. Target Audience
• Men and Women
• Age Group – 20 – 40 years old
• Working and non working
• Demographics – People in the metro cities tier I and II ( Delhi and NCR,
Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune.,
Amritsar . .etc
• Social Status - Upper middle class, Upper class
• Psychographics – The consumer likes to invest in luxury items, trend
setting, confident, fashion conscious, stylish, affluent, contemporary, rooted
in their traditions but also open minded and experimental

17. “Maysa” – Price Range
• High margin low turnover market
• Perfumes starting from Rs 2500 / for 140 ml
• Ittars starting form Rs 60/ for 1500 ml
• Special collection range – Rs 6000 – Rs 25000

18. Location
• The store can have stand alone stores located in Hira Nandani complex and
Colaba causeway in Mumbai and Cannaught Place, South Extension part 1
market in New Delhi
• The store can also have outlets in Malls like, High Street Phoenix in
Mumbai, DLF Promenade in Vasant Kunj, Ambience Mall in Gurgaon
Site
• The store is located in DLF Promenade in Vasant Kunj, Ground Floor
opposite Mango store
• Area – 1500 sq ft

20. Window Display
• The display is shiny, glittery, sparkling and colourful at the same time
• Maysa is written on the back ground wall in Golden – communicating luxury
and bling
• The name and colours support the fragrance and communicate the
emotions and feelings behind the fragrance
• The golden flowers placed on the floor are colourful and add that magical
and dream like quality - Enticing the customer to simply close their eyes
and relive their memories
• Capturing on “customer delight - the WOW factor

22. Store Layout
• The store reflects the evocative nature of perfumes in a luxurious ambience
• Ability to transport one to a different place, a different world – the pathway
or the aisle is designed to give a feel of a walk in a flower garden
• The cash till is placed on right corner behind the display window
• The ambience would be light, airy and illusionary with products accentuated
with props and coloured LED’s
• Merchandise is categorized on the basis of Style, Category, Colour and
then Price – Perfumes/Ittars, EDP, EDT, EDC
• The innermost wall displays the latest “Special Collection”

23. Store Layout
• HOT SPOT - The special collection is placed right at the entrance to entice
and attract the customers inside the store
– Elements like variety, levels, contrasting colours and props to
accentuate the theme are used, set on reflective golden sheet
• FASCNATION POINTS - The store has various fascination points by having
a single tester perfume on a prop/stand on a rounded silver metallic pillar
along the aisle
• Display racks (white colour) aligned with the wall have mirror at the back
side
• Lighting - halogen spot lights are used above display racks, hot spot,
fascination points and window displays
– Display racks have internal spot lights as well

24. Store Layout
• Floor has white marble with silver sparkles which is the aisle and the
perfumes are placed in the part of the store that has marble - multiple
coloured pattern inspired from petals of a flower
COMMUNICATION -
• Each fragrance is unique and its experience magnified by the graphic
behind that speaks what the perfume and collection is all about
• The fixtures would have a booklet/ catalogue, at the side corner
• Props and coloured lights would be the main differentiator of merchandise
within the store

25. Branding

26. Branding

27. Promotion –
Poster

28. Promotion –
Graphic inside
the store

29. Promotion –
Magazine Ad

30. Thank you
Kannu Priya Rawat