How Brands Can Enhance Consumer Experience Through Emotional Connection

THE OLD WAYS ARE DINOSAURS
*’PRODUCT
*PLACE
*PROMOTION
*PRICE
THE 4PS OF MARKETING ARE DEAD
Brands are intangible, grow organically, & in unexpected ways.
Strategic end results fail to capture the manifold ways that
brands are valued today.

But ‘authenticity’ & ‘true social
engagement’ & ‘connecting to
consumers’ are tossed around too
easily, spread too thin & wide &
ultimately destroy any true
value…

*we Provide deeper connections
*we channel real conversations
*& we foster real change
*or maybe we foster a family, grow our family? Plant seeds to
feed? For our flowers to flourish? We prune out the weeds? Or the
vines? No, we nourish vine?
*or growth our community brand story uprooting evolving organic
human story eco-system through our compelling data human-driven
machines of organic growth
=‘Digital Intimacy’ or Digital
Blah Blah Blah Buzzwords
masquerading as ‘Conversation’

New links must be forced
rust, as old ones rust.”
Jane Howard

Brand Engagement through
Immersive Experiences

Moving from
Functionalı
To Emotionalı

The voyage of discovery is not in seeking
new landscapes but in having new eyes.
Marcel Proust

Personalisation & seamless connectivity- a paradox?
•  A shift away from the trend for ‘authenticity’
•  Shift from product to process
•  Brands expected to both offer consumers bespoke solutions to
their unique needs and offer something that answers a
growing desire to be free from set-in-stone categories and
boundaries products (gender, time of day, place, purpose,
etc)

Personalization and
Seamless Flexibility
aren’t separate trends.

Self empowerment – process not product
•  Learning is increasingly becoming about self-improvement rather than
specific purposes. Internet facilitated ease of information
•  Consumers are Connoisseurs- infiltrates all fields from the specialist to
the routine.
•  Knowledge of almost everything is desirable &accessible.
Consumers are hungry to discover every detail of their needs,
desires, & interests- both personalised & fluid ı
{seamless flexibility}ı
Trend Exploration & Creative
Empowerment

“I don’t trust theories
I only trust alongside others in their moments
of experiences {matt Jackson kauffman}
Experience = new currency of

Technology offered up the tools to dismantle boundaries, offering a kind
of democratic access to information, experiences, people and places.
Overall Consumers are looking for
Purpose, meaning & Connection
The trend over the past few years for ‘authenticity’ was a way of rekindling human ‘tactile’ experience
But brands quickly jumped on the bandwagon, and the search for ‘authenticity’ soon became a tired
old slogan that ended up entirely lacking authenticity.

To stay relevant, BRANDS
MUST PLAY AN ACTIVE
PART IN
CONSUMERS LIVES
BY Participating in
them

. “Experience which is passed down from mouth
to mouth is the source from which all storytellers
have drawn.”
Walter Benjamin ‘The Storyteller’ in Illuminations

The most effective way for a brand to come
across as authentic is to actually be
authentic.
THIS MEANS REAL PEOPLE, IN REAL PLACES, WITH REAL
STORIES Blurring distinction between author and audience,
story and game, entertainment and marketing, fiction and
reality.
Allowaudiencetoimmerseselvesinastorybyaction&first-personemotion.HUMAN
STORIESCANHELPUPTOANCHOR&comprehendsystemsorissuesbetterbygroundingtheminan
actualcontext.
Connection starts with
emotion

“ approaches such as `big data’ and perspectives modeled on science, look terribly important and
promising. . People come to the realisation that to understand the world there are no short cuts, and
the best way is the patient qualitative and engaged research that is the delight of anthropology.”

“I was on a pilgrimage to New York, and I got to
hang with Ramm at his "battle station". After several hours
of collaborating on a sculpture, I woke up on his floor,
totally disoriented. He was passed
out too, but before the vodka and fumes hit us
(to his ultimate demise, this was how he worked) he had
granted me profound
knowledge on the nature of reality building. He
had also given me the only copy of a VHS document
called "The Evolution Griller".
Immersion comesfromvisceral experiences
That experience changed me. Was it Art? Was it Life? It
was art-making. And that is Life.” Jeff Hull

brand experience and
engagement on an individual
level- customer
engagement with brand
becomes ‘personalized’

*:Greater Sense of Brand
Engagement – broader reach;
something relatable from existing
everyday experiences.
*

•  Choice is important- this
is reflected across
categories- from
Selfridge's hugely
successful ‘agender’
campaign last year that
challenged gender binaries
in clothing, to category-
crossing personal care &
household items

Bytellinginterconnectedstorieswecanoffer
newlevelsofinsightandexperience.Thisrefreshes
brandimagebykeepingitactive,aliveand
sustainconsumerloyalty.Suchamultilayered
approachtobrandexperiencewillenableamore
complex,moresophisticated,morerewardingmode
ofnarrativetoemerge
Selling Experiences not just products
According to Hollywood, a good pitch starts with either
a compelling character or an interesting world

Times Are A
Changing
Enhance
consumers
EXPERIENCE with
the brand.

Brands can connect with consumers by
putting out content that perfectly
aligns with their culture- by
visualizing and amplifying their
passions and cultural values. By
Playing into practices & rituals that
already exist, brands can capitalize
on consumers’ naturally occurring
behaviors in a less superficial way

To connect with any audience,
brands must be able to engage
emotionally : if they don’t care
about your story, they won’t care
about your product
Without showing a human face, brands
can never captivate beyond ticking a
functional check list. This is
especially a danger in categories like
household products that have to work
extra hard to show a human face
beyond the chore-context products

Ashiftinapproach,using EMOTION
TO CONNECT WITHAUDIENCEnot through
vague promises of ‘authenticity’, but by enabling
empowerment by consumers themselves.
= Nolongerpassiverecipientsbutactive
participants.

Using emotion to connect with audience
means a combination of functional &
emotional messaging, that will drive
brands to reach new audiences.
For brands, this means moving beyond
offering just functional product
attributes to contribute to a more
holistic brand experience

SENSORY ADDITIONS MEAN A SHIFT
FROM FUNCTIONAL PRODUCT TO A
VOYAGE OF EMOTIONAL ESCAPE
•  Fa Glamorous Moments Shower
Cream features Black Orchid
fragrance that is said to
captivate the senses and
transport the user to an
irresistible universe of
glamour

Consumers aren’t just
looking for products.
They want naturally
immersive experiences
that they can interact
with-
Thismeansbeingabletofoster
collaborativerelationshipswith
consumersinthecontextof
their dailylives,nomatterhow
‘functional’acategoryappears
andinempoweringconsumerstoparticipateinthisprocess-speakforthemselves-theresultismore
authentic,evocativeandcompelling.Farmoresothanjustadryaccountoffunctionalattributes

Brands that continue to thrive arethose
thatreflecttheactivechangesintheirconsumers’culture
byfosteringtheirowncultureofinnovation
extending shelf life beyond the
functional
Brands need to enhance experience

SCENT TrENds
Unexpected Sensory Core Purchase Driversı
Key driver crossing categories from
personal care to household category.

•  Common fragrance trends across personal care categories are
increasingly diverse: floral, fruity, indulgent, gourmand, fresh &
clean.
•  Unexpected scent trends crossing-categories, e.g. inclusion of food-
themed scents in household & personal care.
•  Growth in fantasy fragrances in both personal & household
category.
•  Household fragrances previously dominated by ‘fresh & clean’ &
‘citrus, but new ingredients are becoming popular, blurring
boundaries between personal & household. E.g. Branding with
‘decadent’ / ‘blackberry temptations’ . Suggests that consumers are
seeking ingredients that transform functional product into
olfactory experience.
Scent = growing purchase
driver across categories

Technological innovations- e.g. smart
fragrances; extends the shelf
life of functional
products (e.g. detergent
released after washing)
“a heavily-appropriated technology, which
participants contextualize differently and
e.g. premiumisation of
functional categories
{ingredients; pack design; new sensory
rituals, etc}
Creating hybrid categories: e.g. new scented forms in
unexpected places {e.g. bringing personal care
ingredients into household category} expands products
beyond the purely functional: reaching out to wider
demographics & giving life to everyday items

To connect with an audience brands must engage viewers
emotionally – make them want to care. Once viewers are
engaged emotionally, they are open to having logical
arguments put to them, key benefits and how things work
are far more relevant when a viewer is engaged.
Finally, a dry call to action is unlikely to elicit any
response, whereas an audience that has their emotions
tugged are more likely to engage.

Ie. EXPERIENCES that are intimate
immersive transformative
& authentic.
This means bringing emotion to the
functional

Traditional marketing relies on
communicating functional attributes.
But today it’s becoming increasingly
difficult to keep up with the shifting
motivations and behaviours of
consumers. keep up with the what and
why of their thoughts and actions
EXPERIENTIAL MARKETING OPENS UP
OPPORTUNITIES FOR IMMERSION &
INTERACTION BETWEEN BRAND AND
CONSUEMR.

A Noticeable rise in
fantasy fragrance

e.g., ‘Indulgent nights’ & mentions of
‘Temptations’ add mystique to a
functional category.
E.g SC JOHNSON. Mr Muscle
Blackberry temptation multipurpose
cleaner
– Benefit of unexpected fragrances is that
functional products can seem more emotional. .

Making the Functional
Multidimensional

43

Making the
Functional
multidimensional
the dynamic between company & consumer changes. People are made to feel like participants
or more precisely, brand creators. Front that point, brands become seen as less intrusive,
&more inclusive.

Benefits of Emotional & Functional Interlink
Ingredients have both
functional purpose & elicit
positive emotional response
BEENFITS OF FUNCTIONAL AND EMOITONAL INTERLINK-
EG ROSE EXTRACT IN WASHING UP LIQ TO PREVENT DYHR
HANDS
e.g. Cif Iris Flowers & Violet Petals Cream
Cleaner, with micro particles, is designed to
remove 100% of dirt.
Fine Fragrance in Functional Category
From evocative oud & patchouli to escapist tropical scents like dragonfruit

& the beneﬁts of
functional&
emotional cross-
over in a show of
seamless ﬂexibility

Creating New Sensory
Experiences & Rituals

GROWTH of scent as
Lifestyle Enabler
Air-fresheners as decorative,
premium products
Hermès Luxury range of candles was created by perfumer
Céline Ellena and presented objets d’art designed by
Guillaume Bardet
Scent extending to Sensory & Experiential Gateway for
functional products.

The HOME CATEGORY: creating new Rituals
e.g. hermès le bain
collection – premium prices
for functional products
“a new art of living
through perfume”
Bubble bath, shampoo, balms,
body milk and bar soap are
available in the Cologne collection
scent and Garden Perfume
collection.

New

HYBRID
CoMbiNaTioNs
Crossing
Categories

Establishing new fragrance
rituals
New scented formats & combinations of ingredients
Opens up interest to new demographics-
especially in realm of household cleaning
Adds excitement & emotion to the
tedious tasks!

Blurring the distinction between
public-private worlds:
•  FRIDA ACQUA SENSATIONS OUD AIR
FRESHENER
•  Comfort Creations Snapdragon &
Patchouli Fabric Conditioner is a
premium fabric conditioner
blended by perfume experts
Pixiwoo YouTube” .
PixiwooYouTube”.

HOME CATEGORY: CREATING NEW FRAGRANCE-LED
RITUALS
•  Growth in cross-category products:
household and skincare, fabric care and
fragrance, fabric care and deodorant
•  P& G SWEET DREAMS RANGE: TAKES DAYTIME
RITUAL INTO PRIVATE INTIMATE REALM OF NIGHT/
SLEEP

•  Bom Ar Air Wick Britto
Collection designed by
Romero Britto
•  Olay Ultra Moisture
Autumn Renew Body Wash
features an Autumn Renew
scent to indulge the senses
New scented rituals premium lifestyle

Seasonal Variations Add Interest & Appeal
to Wider Demographics
xxxx

HOME CATEGORY: CREATING NEW FRAGRANCE-LED
RITUALS
Challenge to daytime cleaning ritual-
dissolve boundaries with night-time
frag à cf P&G sleep legit line: frag
as stress/mood benefits, plays into
emotional core need states addressed by
a functional product

Creating a harmonious whole
Means greater brand engagement, subtle yet stronger
strands of Connection
Generating a Brand Ecosystem

Co-Brandingı
E.g. Detergent-fabric softener ı

Importance of Collaboration
co-BRANDING adds
legitimacy & reassurance
&fits into Consumers’
hectic
lifestyles

Tide Plus a Touch of Downy April Fresh Liquid
Detergent features a 3- in-1 formula that cleans,
freshens, softens, whitens and brightens.
•  Fairy Clean & Care Chamomile &
Vanilla Dishwashing Liquid with a
Touch of Olay Softness.
And co-branding has both functional attributes
(time saving, multitasking, efficiency) &
emotional benefits- reassures consumers when 2
trusted brands join forces together

xxxxxx. Creativity, not cash
Designs play xxxxe.
But bringing together different xxxx….]

“A Vital Living Expanding
Experience that Consumes its audience.
It is Total Involvement, total communication, total
immersion. ı

Being aware of thoughts, actions, experiences
of others without having to be close physical
proximity or requesting them directly by
either party. Tiny windows into lives of
others [known & strangers], unfold &
digested bit by bit little bites across the day
Paradox is that sharing, communicating, interacting & connecting is
no longer definied by physical proximity but y technological
competency.
Digital Intimacy &
Omnichannel Conversation
“being able to keep in touch with people with a
level of regularity and intimacy that you wouldn't
usually have access to, because time and space
conspire to make it impossible.” User experience
expert, Leisa Reichelt}

The most powerful strategies not only fulfill
a functional purpose, but create a
lived experience by responding to
cultural needs.Thismeansreinventingforthe
specificneedsofeverygeneration.
Enhances consumers
experience with the
brand.”
BraNds THaT CoNTiNuE To THriVE
arethosethatreflecttheactivechangesintheir
consumers’culturebyfosteringtheirownculture
ofinnovation

‘Generation Connected’ {GenC}
This means blending strategy with
culture: Allow consumers access, experience, &
control of their media
Looking at the users – both demographics & psychographics surround a
brand’s environment – from functional to emotional worlds.

Personalised personal care that aligns with busy
daily lives. Nb doesn’t necessarily mean more
products as this can have reverse effect-
remember, when head & shoulders cut its range to
less products, sales increased around 10%!
Major themes include
incorporating multifunctional
skin care products as well as
offering products that
address specific skincare
complaints- not necessarily
mutually exclusive
Creating Curated Routines- Bespoke, Personalised

Flexible ways for brands to connect with consumers by channeling
into a connection, & community, kin- beyond the conventional
functional need state
EXPANDING
MOVING FUNCTIONAL DOMESTIC PRODUCT INTO
PUBLIC LIFESTYLE EXPERIENCE

Unilever teaming up with Vice: content
channels to target specific demographics
“A different way of working,
recognizing this is an audience
that engages with content in a
different way.”
unilever

New ways of working: delivering content
relevant to audience & appropriate for brand

New technology : & lifestyle devices
Creative & Personalized
Consumers on the lookout for
•  Improved product formulations
•  Unique design innovations
•  Improvements in efficacy & functionality of
products, devices &services
•  Things uniquely tailored to their unique core
need states

Nuanced Content:
Tailored Brand Experiences Across
Different Platforms
“In what is a very fragmented media
world, and one where consumers are in
charge of what content they consume, you
need to ensure you have a very people-
centric strategy,”
Sarah Mansfield / Unilever
Omnichannel Consumption: means need for
brands to show flexibility, agility, and activity

Getting
Personal –
making
Technology
meaningful

This means blending strategy with
culture: Allow consumers access, experience, &
control of their media
Looking at the users – both demographics & psychographics surround a
brand/ online environment as well as the unexpected online influencers

Perclers, Paris:
“An important trend is that the fast-
moving tech environment means people
no longer find technology fascinating
and joyful, but are stressed. As a
result, more human-friendly tech is
being created with more emotional R&D
solutions.”
Pixiwoo YouTube”
PixiwooYouTube”.

Meaningful Connections: ı
. ı
Getting pErsoNal
‘techno-poetry’: humanized
ı ı ı ı ı ı ı ı ı ı ıtechnologyı

“Only when you get really close to
consumers can you turn insights
into activation. You have to tell
convincing stories to the
consumer,” {Beiersdorf}
Consumer-Centric Stories
Means innovation should start &end with the
consumers. Technology cannot come at expense of
compassionate connectionı

Making Technology
Become PErsoNal
“Efficacy improvements and
personalisation are key growth
drivers of the ongoing beauty device
boom,” {New techs & the beauty industry
Beauty devices: trends to watch
Speaker: Ramaa Chipilkatti}

Technology means new frames of references, cultural
values & experiences
•  Geneu in-store test aligns unique DNA profile of
consumer for ultimate in personalised skincare
•  Olay fresh effect powered contour cleansing system
- mainstream brands up scaling efforts to devices
-Instant and real-time diagnostics, e.g.
mobile apps & wearable technologies
mean products can be tailored precisely
Hybridity= multiple voices & visions= new multiple selves/ identities/ subjectivities
Enactive memory= narrating own live stories/empowerment

The connected
nothing
Consumer -Making technology
personal

Personalisation New forms of expression,
community, & identity emerging
Aligns with interest in product formulations,
transparency of ingredients = growing desire for
consumers to take control marks shift from looking for a
product entity. Instead empowering consumers to join in
a process of self & health.
Exploring self-presentation across different platforms-
from online to offline, seamless or distinct?
Smart technology- aligns with consumer’s
unique lifestyle & bespoke needs

Humanised technology &
harnessing powers of self
expression
Technology + Emotion =
Techno-poetry

‘TECHNo
Poetry
Humanised technology = not a paradox!
-

‘DriViNG ValuE THrouGH
PErsoNaliZEd
offerings
-E.G Soap & Glory- personalised/ name on products sent to Influencers
-Not sponsored, gained trust with perceived authenticity
-Important step to gathering life-long loyal follower community- much longer lasting than one-off/
explicit marketing strategies
-

SimultaneouslyGrowthinandrogynousskincareroutines
aswellascontinuingtrendforproduct/service
personalization.
Not mutually exclusive but go hand in
hand as part of wider macro-trend.
Consumerswantchoice-tonotfeelrestrictedby
categoricalboundaries,buttofeelfreetoexplorewithout
constraints.
This means ﬂexibility, ﬂuidity, and
freedom.
The gender distruptors

Getting Sensual
Sensory Stimulation
makes Chores Exciting

Enticing Emotional
Engagement means
bringing the Functional
Attributes to Life – if the
functional is the
Skeleton framework,
the emotional is the
heart & soul of a brand

Getting Sensual
Sensory Stimulation
makes Chores Exciting
•  Fifty Shades of Surf with Sensual Oils
Alluring Rose & Jasmine Concentrated
Bio Liquid Detergent is described as a
new fragrance guaranteed to awaken
the senses.

Adding Context =
Pushing the functional out into the world of the consumer means creating
experiences beyond pure product attributes
Way of adding Richness of Experience &
Depth to Brand’s character
Depth of experience pushes the boundaries
of the functional

Choice
Multilayered Sensory Experiences
Add Excitement to the Category

Multi-Layered Scents
” Choice & freedom to chose
scents to reﬂect consumer’s
unique desires }
MULTI SCENTS MOVE FUNCTIONAL OUT OF NARROW TIME/PLACE
Scent helps to segment categories
by occasion (season, mood), room
(kitchen, bathroom), demographic
(men, teens) and time of the day (day,
night, aromatherapy) = GREATER
AUDIENCE BEYOND THE NORM

Therefore Reaching Enormous
Audience through
INspiriNG
Choice – sparking
conversation, not telling information

Indulgingthesenses-e.g.Olay Ultra Moisture Autumn Renew Body Wash features an
Autumn Renew scent to indulge the senses
THErE Has bEEN a
powEr sHiFT FroM CoNsuMErs as
audiENCE MEMbEr To aCTiVE
parTiCipaNTs New ways of navigating, observing and
immersing. CONSUMER-GENERATED CONTENT AND
COLLABORATION MEANS CONTENT AND CONTEXT
IS OPENED UP
Cross category sensory experiences
Moreemotional=morememorable=moreanchoredtoeverydayexperience

Candid Choice
“it is important to acknowledge that there is a wide diversity in
awareness and adoption of halal cosmetics and pharmaceuticals within the
core Muslim customer base around the world. The global Muslim population
is not a homogeneous market and unlike cultural consumer segments, it is
made up of a myriad of socio-cultural subsets that have been influenced by
migration and adaption to different social contexts.” - . Sayd Farook,
global head of Islamic capital markets at Thomson Reuters
writes in his report, ‘The State of the Global Islamic Economy
2015,
Consumers looking for candid information and
diversity in choice

Drives interest & experimentation:
Adds value, broadens market
And more scent upgrades
functional category
Taking scent inspiration from ‘fine fragrance’ blurs boundaries between
household chores & personal indulgence
Adds excitement to an otherwise tedious task!

Crossing categories- e.g. personal skincare alongisde
household cleaning products.
And co-branding has both functional attributes
(time saving, multitasking, efficiency) &
emotional benefits- reassures consumers when 2
trusted brands join forces together

Tide Plus a Touch of Downy April Fresh Liquid
Detergent features a 3- in-1 formula that cleans,
freshens, softens, whitens and brightens.

Teen appeal
Socialmind-active
consciousness,notstalestories
Organic Community
Connected o via You Tube
Social media influencers e.g.codyjohnswhocreatedsponsoredvinefor
coke&sharedwithhis3.6millionfollowers.Nowisniche’s[twitter’ssocialinfluencerplatform]
creativeambassador&nowmakeslivingentirelyfromsocialmedia.
“I’m a living example of what a creator can aspire to be, which is
making a living off doing their posts on social media,”
Cody Johns, Social media Influencer
NEw WaYs To
See
NEw WaYs To
TasTE sMELL &
Touch

Experimentation = Add
Interest & diffuse brand
to wider audience.
Ultimately help a brand
gain traction through
innovationı

Smells good.
*”Most people stop noticing a fragrance after about 30 minutes,
the amount of time that it takes the brain to become
acclimatised to a scent.” -
Reckitt Benckiser has launched Air Wick Life Scents, the first air freshener
that delivers changing aromas within a single fragrance
The company has created a formulation where multiple scents actually
compete with each other for dominance,
yet from the user’s perspective, remain distinct and separate.

Multi-Functional
•  Febreze Island Fresh
Fabric Refresher with
‘Gain Scent’
promises to
eliminate odors as
well as fabric, carpet,
air, and pet
freshening qualities.

xxx-
This enhances engagement & encourages
further d urging them to drill down to
discover more.” Jason mitchell on ‘drillability’
xxx
“Human Connection is the underlying
current. behind engagement ” Jason mitchell on ‘drillability’

Blending Functional Need with
Sensory Satisfaction
•  Ajax Aroma Sensations
Lavender & Magnolia Surface
Cleaner is made with natural
essential oils and is suitable for
all types of surfaces. It is said to
provide 24h freshness and shiny
cleanliness.
”
Scented diversity naturally opens
up the demographic target of a
functional product
Scented innovations mean distinction
in even the most functional of
categories.

106
CULTURE CAN INFLUENCE OUR
THOUGHT AND PURCHASE
PATTERNS in many ways:
Cultureprimesus,helpingusmakedecisions
faster,andwithgreaterease-thisisnodifferent
fornew,onlinecultures
Who is Communicating the Message?
Incentives or perceived benefits of the product [status,
pleasure, cultural capital, conspicuous consumption etc]
How Salient or relevant the product is
for our needs and lifestyle.
Meet the NEW NEED
STATES

Adding excitement to
FuNCTioNal
CaTEGoriEs
More scent varieties and inspiration from fine
fragrance will help to drive interest and
experimentation, add value and drive purchase

. “The storyteller takes what he tells from Experience- his own
& that reported by others. And he in turn makes it the experience
of those who are listening to his tale…
Walter Benjamin ‘The Storyteller’ in Illuminations

Inner access to the Private Domain
New senses mean private access into otherwise out of
bound areas. Functional become infused with emotional
significance – become resonant in a way that functional
factors alone can’t be.
Making the functional emotional

Countering functional
fatigue with multidimensional
sensory experiences

Experiencing indulgence For only a few dollars.
This means choice &
personal preference
Downy Perfumes Collections Sage & Jasmine
Concentrated Fabric Conditioner is said to
be a surprising combination of two perfumes
that activate with motion and change
throughout the day.

Getting Sensual
Food Flavours in personal care products blur the boundaries of
eating, drinking, washing. ı
ı
New Sensory experiences across spectrum of household &
personal care productsı
ı

P& G Sweet Dreams Collection
P&G Sweet Dream collection
“The line of products is formulated with ingredients to clean,
soften and freshen all your bedtime fabrics, from your linens
to your pajamas, helping to create an ideal sleep environment
so that consumers can relax in order to fall asleep.”

P&G’s sweet dreams range products are all
endorsed by the National Sleep Foundation,
& include:
•  Tide plus A touch of Downy Sweet
Dreams
•  Downy Unstopables Sweet Dreams,
•  Downy Infusions Sweet Dreams and
•  Bounce Sweet Dreams
Branching out to New Audiences by opening up avenues for
new house & home rituals

Let’s Eat
The Inclusion of Food Flavours in
Personal Care & Household

Enhanced experimentation with scent: leveraging link
frag with foods
inking food and scent will drive more experimentation
Can also relate to new textures and added benefits, using ingredients
like tea, yogurt or honey
E.G. Imperial Leather’s sweets collection;

INTERLINK GOURMAND FRAG WITH FOOD- e.g.
MARSHMALLOW in everyday body care,
VANILLA CUPCAKE CANDLES/ AIR DIFFUSERS;
febreeze scented ‘vanilla latte’
Food ingredients into personal care & household care
categories blurs distinctions between functional use &
emotional gain/ enjoyment

Imperial leather
sweets collection
Range of flavours play on nostalgia
memory recall- both traditional british
{lemon sherbert} connotations of
tangible reliability ….
As well as more playful,
frivolous conbinations such
as pink marshmallow for
younger audience….

Reward, indulgence, self-care
communicated through blending
notion of ‘treat’ with personal
care product

The Smart Guys
Harnessing the Power of New
Technologies

Harnessing the
power of New
technologies
in home &
personal care

Evolving image OF THE FUNCTIONAL household item
Multifaceted, not Monolithic
E.G. Smart Fragrance: Downy perfume
collection: Mystique, Passion,
Attraction and Innocence
Formulated with two micro encapsulated
perfumes. Both scent capsules attach to
fabrics and the luxurious fine fragrances
are released by friction, thus change
throughout the day as a result of natural
movements of clothes while wearing

“Beyond the age of
information
is the age of
choices.”
{designer charles eames in 1971}
Omni-connectivity, consumers being always
on, and the opportunity of contextual content
based on behaviour, time and location.ı
-Unileverı

Connecting Dots Across
Disciplines=
thinking up
New Combinations &
Cross-Pollination of Ideas
“in order for us to truly create and
contribute to the world, we have to be able to
connect countless dots, to cross-pollinate
ideas from a wealth of disciplines, to combine
and recombine these pieces and build new
castles.” {maria popova}

The Innovators
Harnessing the Power of New
Technologies

The quantified self
Real-time Biometric data
Measuring
Ourselves with
Mobile Devices

“Competition, however, ﬁerce,
is a healthy sign for coming
up with innovative products
and maintaining high quality
with smart features. Brands
that maintain their quality and
innovation only can survive
and brands that do not
maintain their quality,
standards and innovations
don’t survive in tough
competition.” {LG Electronics President John
Lee on High Purchasing Power of Saudi Consumers}

Innovation – in functional category
Hybrid Products
e.g. deoderants that eliminate both smells
&stains
Space for Innovation in Category
Driving innovation in pack formats & product formulations
Extended release throughout the
day

Using scientific innovations to answer consumers’ need
for greater personalization- making ‘their’ mark through
their signature scent choices, even in household category
previously ruled by ‘pragmatic’ fragrance offerings
E.G. AIRWICK’S ‘LIFE SCENTS’: aims to address
olfactory fatigue by offering multi-dimensional
scent experience
Mystical Garden contains the fragrance of
raspberries, roses and marshmallow, while
Turquoise Oasis contains the scent of sea
spray, warm breeze and driftwood.

Meet the smart detergents:
Fragrance Capsules
E.G. Smart Fragrance: Downy perfume
collection: Mystique, Passion,
Attraction and Innocence
SURF’S LAVA PERFUME CAPSULES {cherry
blossom & lavender}- reformulated
Formulated with two micro encapsulated
perfumes. Both scent capsules attach to
fabrics and the luxurious fine fragrances
are released by friction, thus change
throughout the day as a result of natural
movements of clothes while wearing

Inclusion of new techologies in home & personal care
categories
Fits into seamless flexibility: Eager to be less restricted
by time-place boundaries.
Smart Sweating
E.G Right Guard Women Total Defence 5 Sport 48H Anti-
Perspirant Deodorant Spray features a heat-response formula and
is enriched with micro-encapsulated active ingredients that will
release protection when needed most

Unrestricted
Work and leisure time are blurring, the distinctions between different
spaces, places and modes of being are fading.
Fluidity and flexibility are being embraced, and people are expecting
the places they spend time - and the products they use - to increasingly
adapt to their changing needs and desires.
Flexibility has become smart, slick and inspiring.

Plus Smart fragrances & fabulous
formulations add excitement to
functional category
•  Customisation with smart fragrances that
change throughout the day or depending on
the consumer’s mood or need (multi-capsules)
•  Air freshener and house cleaning products
with micro-capsules (they release a burst of
fragrance while walking on floors or
touching)

Rexona Antiperspirant Deodorant Spray has an alcohol-free formula with
Motion Sense System technology – intended to activate additional
deodorising micro capsules when the body is in motion and the skin
temperature rises.
And for each 1 percent increase in the
number of users they follow, the influencers
gained a 0.79 percent increase in followers
in return.
age matters on Instagram. The social-
media company determined that every
extra year in age among influencers—
people with thousands of followers—
correlated to a 0.15 percent decrease in
followers. A

Time-release technologies
Extends the ‘life’ of a product beyond narrow time
frame – becomes embedded naturally by being ‘there’
throughout the day
Bounce Bursts Outdoor Fresh In-Wash Scent Booster is said to provide
time released outdoor freshness and static control

The Premiums
Putting Class into Chores

Designer collaborations moves
Functional into Premium
Bom Ar Air Wick Britto Collection
designed by Romero Britto
Hermès Luxury range of candles was
created by perfumer Céline Ellena -
presented as objets d’art designed by
Guillaume Bardet

P&G Unstoppable
Collection looks
Extremely Premium
Marketing household chores as holistic
lifestyle choice

P&G ‘UNSTOPPABLES’
COLLECTION
Marketed as ‘Home Décor’
“High-End”
“Cross-Category”
“Lifestyle-Collection”
-Expanded beyond single-category products
to include more lifestyle tokens &
accessories {candles; scented oils} that
blur the pleasure-chore divide of household
cleaning tasks.

Bloomberg on P&G’s new
Unstoppable Collection
“Procter & Gamble Co., aiming to revive
stagnant sales by adding more
premium products, is rolling out a line
of upscale fragrances that it says
can make your home smell like you have
a butler.”

P&G ‘UNSTOPPABLES’
COLLECTION
6 scent choices with evocative names
{‘Lush’ ‘Shimmer’ etc} designed to
elicit sensory experience – intention to
allow consumers to pick ‘their’
bespoke formula to fit their
lifestyles/ aspirations via a consistent
‘signature’ scent employed throughout
the home

Premiumisation– in functional category
Growth in Premium Bar Soap
•  Granado Pharmácias Terapeutics
•  Marionnaud 49 Rose Sensual
•  Benzoin Glycerin Bar Soap
Updating the functional format
XXX
Going back-’
Shift away from liquid formulations to
traditional formats…

Glade’s not Sensory
‘Museum of Feelings’ bringing
biometric data to the selfie-loving generation

Glade’s museum of feelings
Biometric data uploaded for a ‘sensory selfie’

Glade’s sensory
museum
“TURN YOUR EMOTIONS INTO WORKS OF ART”
E”ach installation invites emotional
interaction. Touch, feel, play, listen, imagine
and breathe. Step into the first kaleidoscope
controlled by emotion. Float through the
feeling of calm on a lavender cloud. Use your
own biometric data to create a MoodLens—or
unique emotional selfie—and match it with
a perfect custom fragrance.”

Glade’s city moodring
“Is New York feeling exhilarated,
calm, optimistic? The Museum’s
exterior changes color to reflect the
the mood of the city by scraping
social media and other real-time
data”
Reacts to real-time data

“Memory for us is the
pathway to emotion”
Glade chose 5 scents to represent 5 emotional
states
EXHILARATED
CAREFREE
JOYFUL
INVIGORATED
WORRIED
CALM
OPTIMISTIC

How to remember a smell?
Build memories around them
Glade chose 5 scents to represent 5 emotional
states
BUIILDING AN EXPERIENCE AROUND A
SMELL = A MULTISENSORY EXPERIENCE
FOR GLADE
A walk-in kaleidoscope. An LED jellyfish forest. A
cloud room. -and each with a smell themed to the
room.

“The first room, Optimism, is a prismatic spray
spinning around the room. The next, Joy, is a
forest of green LED vines dangling from above and
reflecting from the mirror floor below.
Invigorated has light halos at your feet that
pulse as you close in on the scent lamp, while
Exhilarated is a kaleidoscope of mirrors, a
fractal dome…Finally, Calm, or the cloud room,
a warm purple globe with cushy carpet and a fog
machine. And of course, accompanying each room
is a particular scent Glade feels evokes that
emotion”.

Niche to Mainstream
{NB.

How mainstream & niche
players are getting closer to
consumers through
experiential marketing,
fostering emotional
connections
SoCial lY INFluENTial
BEauTY BraNds
Brands forging closer
connections with audience by
moving beyond functional
end-result ı

e.g. } ı

brands Dove, Neutrogena targeting
through EMpowErMENT
More trad consumer facing channels like twitter #chooseskinhealth neutrogena
campaign & dove’s #loveyourcurls & #mybeautystory. Neutrogena also held a
‘twitter party’ with online blog influencers as well as industry experts. Hashtags used
across channels to build anticipation for the event. , especially amongst latino
blogging community through partnerships {TribeDynamics Report]ı

Heavily documented across social media {karlie kloss & other online influencers} –
unique, glamourous exeriences @ world renowned & highly aspirational global event.
With Kloss as primary ‘voice’ , had humanised/ real feeling vs. forced/explicit branding ı
Yes we Cannes:
L'Oreal 37% iNCrEasE
braNd Engagement between April-May
{FilM FEsTiVal}
The versatility of content related to the brand presented L’Oréal as a multidimensional being:
more human than a static entity, with multiple interests and characterististics

Why it works: Generosity
Transparency, Attention to individual needs of
influencers, EMoTioNal
INVolVEMENT
= LasTiNG CoMMuNiTY oF BraNd AdVoCaTEs

Appeals to “inquisitive design
literate consumers” – multiple
references gleamed from travel &
literatures – communicates a
message of cultural capital, not
conspicuous consumption
Aesop: A Story in
“Undesigned
Design” ı
Cult brand grounded in explicit references to variety
of niche cultural figures from world of literature &
the arts. Collaborations with contemporary artists &
designers demonstrates link with community in less
superficial wayı

1987– founded, Australia. Relative isolation meant
Ingredients
Range from cardamom, rose, geranium leaf, mandarin, vetiver leaf,
rosemary
Both Beautiful & Useful
Minimal aesthetic of brown aluminum bottles- play into old apothecary vibe.
BUT also eco-conscious- minimizes need for unnecessary packaging {labels printed on
bottles themselves}
Manage to combine’
The chemical with the natural in range of ingredients – e/g.
magnesium ascorbyl phosphate chosen as most effective
product. Simple & straightforward without boasting
of innovative formulations

Functional– lacks glossy campaigns of competitors or
‘ageless’ or ‘eternal’ beauty promises
Modern Apothecary
Sophisticated, simple style- brand promise communicated in
holistic, consistent, pure way in both product, promise, & design
Delivering on Promise
Of originality & integrity. Lateral thinking in style
Intellectual rigor
& Nod to the whimsical- e.g. stimulating
literature shuns gimmicky category talk

Signature aesthetic-
merges minimalism &
functionality with
understated beauty.
Aesop: Utility & Luxury
“I wanted to combine the Utility of Muji
with the Luxury of Hermes” {Dennis
Paphitis, Founder} ı

Aesop: “Our aesthetic
fingerprint
matters, but the
contents of our
containers
matter more”

Aesop: “Appeals to the
Inquisitive,
design-literate
Consumer”ı

Inspired by poetry and
literature, all labels have
quotes from famous
personalities and rather than
conventional advertising,
Aesop prefers to align with the
arts and support innovative
artists – e.g. short ﬁlm
commission from Australian
artist, Lucy M
Aesop: Alignment
Taking inspiration from the
arts
“Don’t Compromise Yourself- You’re all
that you’ve got.” {Quote by Janis Joplin
on packaging}ı

Like namesake, content trumps
style. Ie. The moral of fables is
more important than the
stylistics of them.
Products both enjoyable to look
at & to use
“The words organic & natural are verboten”:
refusal to ride train of trends. Consistent,
monochromatic & understated approach to packaging
Refused to sell out- unlike similar competitors in their
category, such as kiehls & aveda.

Like namesake, content trumps
style. Ie. The moral of fables is
more important than the
stylistics of them.
Products both enjoyable to look
at & to use
“we live by these quotes”: transformed one store into
homage to south American magical realism writer,
Gabriel garcia marquez. Consistent, monochromatic
& understated approach to packaging
Refused to sell out- unlike similar competitors in their
category, such as kiehls & aveda.

The New Cool
The Niche Players Challenging
the Mainstream
STILL WORKING
ON THIS SECTION!

“a cool brand can be both a $1 tube
of Burt’s Bees, or a $50 face cream
from Sephora—price is not the
determining factor of a brand’s value.
Extraordinary brand value is a
combination of brand uniqueness,
meaningfulness and the opportunity
for millennials to participate or co-
create.” {forbes}
e.G target offers 2 own brand
choices: ‘up & up’ unapologetically
pared back and vintage/artisan vibe of
‘archer farms’
Changing concept of cool: not necessarily means
high-end/luxury. collapses many contexts into one
single context: the ‘networked audience’

EMV is Tribe Dynamics’ prescribed metric referring
to the quantifiable dollar amount assigned to
publicity gained through social word-of-mouth
marketing accomplishments.
“Our holistic approach assigns a specific dollar
value to each respective form of content based on
the perceived value of each to brands within the
industry, as it pertains to establishing ongoing
relationships with influencers.” {tribe dynamics]
NEw NiCHE
PlaYErs

The spherical sensation: EOS
LIPBALM
Suddenly
everywhere

Eos spherical lip balm
Suddenly seemed@ the core of
everything
After being scooped up by the likes of today’s hottest stars, including
Ed Westwick, Kim Kardashian, Kiesha and Miley Cyrus – who
featured it in her “We Can’t Stop” video –

Explosive success, surprising as only
been on market since 2009
Scored 4th on List of Brands Most
Favoured by Millennial Teens by Teen
Vogue, overtaking competitors as
mainstream as chapstick & ‘niche’ like
burt’s bees as well as ‘big’ brands
like Sephora, converse, urban
outfitters & target.
Best Selling
Lipbalm in Usa

Halal: From Niche to
Mainstream Expected to Grow
Enormously in
Next 5 yrs” ı
à nb reﬂects macro trend of
‘clean’ living / growing
awareness and concern for
hidden ingredients, consumers
seeking transparency in
products to reﬂect conscious
lifestyle choices

Seamless flexibility in unexpected routes:
EXPECTED RISE OF HALAL to mainstream market
Growth in halal category- expected
to grow 15% in next 5 years.
Expanded potential audience- not just
Muslim consumer. Shift from religious
restrictions in personal care choice to
growing trend for transparency by
mainstream consumers

Halal: Reaching new & unexpected
demographics
Iba Halal Careı
"Many who visit our store for the ﬁrst
time have a limited understanding of
halal, but, once they understand the
philosophy and come to know that
our products are vegan, cruelty free
and devoid of harsh chemicals, they
show a keen interest in trying our
products," {Iba Halal Care}

Market observers believe that halal
cosmetics are also gaining popularity
with some non-Muslims.
“While the global Muslim population is forecast
to grow at a rate of over 50 percent until 2050,
factors such as the rising trend of ethical well-
being and overall health and wellness will make
halal cosmetics and personal care products
mainstream,”

Halal... Game changers in personal care category
Mainstream cosmetics & personal care brands
realising potentially lucrative market beyond
niche audience
Potential for halal to outgrow its niche
Peace of mind: transparency in ingredients;
manufacture process & distribution channels

Subtletiesofchoiceplayabigrolehere.Halalcouldtickmanyothercoreneedstatesthat
consumerscurrentlyhave-fromtransparency,tochoicetopickandchooseacrosscategories
AliGNs wiTH
GrowiNG dEsirE For
CHoiCE Personalisation and seamless flexibility-
means opening up of ‘closed category’ to
wider audience
Not a homogenous category previouslyconfinedto‘muslim
consumer’{itselfmultifacetednotmonogamous!}

Global Halal beauty category
According to Technavio, the global halal cosmetics market is valued at $23.4
billion in 2015 and is expected to reach $45 billion by 2020, growing at a
CAGR of 14.3 percent.
Currently dominated by niche players but mainstream brands such as shueido’s inclusion
into the halal category suggest growing wave of interest in the category.
Potentially Lucrative– From niche to mainstream

Growing Spending
Power of the
MusliM CoNsuMEr

Nb. important to acknowledge that there is a wide diversity in awareness
and adoption of halal cosmetics and pharmaceuticals within the core
Muslim customer base around the world. The global Muslim population is
not a homogeneous market and unlike cultural consumer segments, it is
made up of a myriad of socio-cultural subsets that have been influenced
by migration and adaption to different social contexts.

Growing Spending
Power
Global Muslim spending on
cosmetics was $46 billion in
2013 — 6.78 percent of
global expenditure — it is
expected to increase to $73
billion by 2019 and will make
up over 8.2 percent of global
expenditure.

*Huge purchase power & eager to
invest in quality products
*International fragrance &
cosmetic brands dominate
Perfume & Beauty : Huge & growing market {nb considerable
growth in male grooming market too in recent years}
Saudi buying patterns are different; especially
buying perfumes and eau de toilette (EDT).On
average, a Saudi consumer buys two to three
bottles of perfumes on a single shopping trip
European products comprise 34 % of sales,
and French perfumes and cosmetics make up
a major part of that segment. European
products were followed by Asian perfumes,
especially Chinese

Brand-conscious and with considerable spending power, Saudi women looking for trusted,
reputable brands in cosmetics & skincare- usually dominated by international offerings.
However, although very brand conscious, also versatile- always on the look out for the
latest innovations in colours, formulation, and trends.
New Needs –for New Markets

Unﬁnished Slides
{work in progress…}

New Niche Players
•  Unexpected ingredients – e.g. mojito mouthwash
Une
eeee
‘Hello Fresh’ – International brands

New Niche Players
•  Unexpected ingredients – e.g. mojito mouthwash
Une
XXXXX
New Needs –for New Markets

*Sally Sprat
*ekaterina koroleva
*
Perfume&Beauty Collaborations with illustrators

The nature
& purpose of every
story is that it
contains- {covertly or
explicitly}- something useful
{That transcends space,
place, & time}

Other Slides that don’t quite fit into
household/personal care products
but do align with personalised &
seamless flexibility trend – big
brands playing into personalised
offerings

“We wanted to create a sense of sharing
rather than reading being a solo
experience. We are bringing reading into
the digital age” {MCDONALD’S}
Reading as Immersive experience:
partnership with Random House
publishing , Penguin, & Children’s Literacy
Trust, as well as interactive app to oﬀer
more immersive experience- e.g. voice
recognition technology, triggering certain
sounds or colours when a particular word
is read out.

Social Media Superstars & Influencers
er the past few months, McDonald’s enlisted social media star Crawford
Collins to promote its all-day breakfast on Instagram, Oxygen TV ran
a campaign with the widely followed Sara Hopkins on Snapchat, and
Coke enlisted Vine star Cody Johns to make a short, looping video on its
behalf.
Twitter’s recent acquisition of ‘Niche’: company connecting
advertisers with the over 16,000 social media “influencers”
on its platform, and helping them develop campaigns that
often run across a variety of social media

“We’re looking to do more holistic
campaign activations. We will hopefully be
much more engaged with our customers,
which means we’re not just talking at
them but engaging with them and creating
that two way dialogue that hopefully
will give us a deeper role in their lives.”
Relates to Sept 2015 ‘Good to Know’ stories [aimed @
dispelling brand myths}- overall McDonald’s is hoping to
build deeper emotional connections with consumers
through ‘authentic’ video content authored by vloggers
Also branched out into live streaming with Periscope, as
well as building name in community grass-roots initiatives,
e.g. partnering with online blogs like Mumsnet to tap into &
try to shift negative brand perceptions through ‘forums for
conversation”

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