Here are some examples of bottle designs, that i liked for the final product. I got alot of these images from a great website, http://www.beautyfeast.com/. Check it out!!!!!!!!!!!!!!

Even though it is quite far ahead, i have so far written most of the situation and Objectives up for the report, so i now feel i can move forward from the ground work, and start to get excited for the physical part of the report. I definitly like the champagne glass idea for the final botle, as it symbolises what Moet are renouned for.

Here is a link to some Moet advertsing ..............

I really love how this advert screams luxury to the viewer, and makes the champagne almost resemble a piece of jewellery. These are techniques i wish to use for my fragrance advertising.

S.W.O.T Analysis

I found a really good SWOT Analysis on Mintel, regarding the fragrance market in the UK. Here are some key points i found useful.
(Women's Fragrance -UK-August 2007-Strengths and Weaknesses in the market)

Strengths

• Strong classic brands that have been on the market for many years.
• Opportunities to stretch brands with flankers, seasonal offerings.

Weaknesses

• Too many brand launches
• Aggresive price discounting

Scent Marketing!!!!!!!!!!!!!


During my research i found an intersting article on Scent Marketing; an idea that i've never really heard of, despite it being used in many social environments.

• "Scent Marketing has been named as one of the top ten trends to watch in 2007 by Advertising Age Magazine".
• Fragrance can be used to evoke certain moods or emotions as well as being able to relax or energise.Develpments in technology have made the scenting of retail environments more viable. Therefore scent can be increasingly used to create a signature scent for a brand.
• Scent retailing is a popular new marketing tool, yet raising the question of intrusivness. People may turn against brands and companies who pump scents out in reatil and public environments, making them feel too overpowering.

(Mintel,Women's fragrance- UK-August 2007-Competitive Context)

This is a powerful concept when considering marketing techniques for my fragrance by Moet. If in exclusive retail and social environments, where champaigne is served, why not the scent of a signature perfume that associates Moet champaigne with the Moet fragrance.

I collected some of these images off of the web, which display examples of celebrities that have brought out fragrances. I thought it'd be interesting to reserach some of these brands as a large part of my Mintel research discusses the growing trend of celebrity endorsement.

One source suggests that is more common for younger women to expect a vast variety of fragrances in line with television, cinema and music celebrities as they are more educated on this industry. It also suggests that Celebrity fragrances are the hottest and most fashionable trend in women's fragrance today, and fragrance houses are signing up singers, actresses and models to front their brands in a bid to woo young consumers.

The fragrance market is more widely avaliable to these young consumers, with the rapid introduction of perfume discounters such as Superdrug, The Perfume Shop and The Fragrance Shop.

Due to the background of this assignment, i have been eagerly looking for fagrance news in different types of media. Most of the publications i've been reseraching are reflect the more affluent consumers such as Vogue, Elle nad Harpers Bazaar, which i think is keeping in line with the brief. I have also been browsing though Drapers (Buisness to Buisness) to check for new press releases, product offerings and news in the market.

• Statistics and figures from high street retailer Perfume Shop, have seen profit increase in celebrity endorsed scents. They have recorded a massive 20% of overall perfume sales on fragrances created by the likes of Jade Goody, Coleen Mccloughlin, and Jordan. They feel customers are so passionate about these products, because they feel they can emulate (small scale) their idols.

• I think this is interesting when considering target markets for our fragrances, as different acorn categories have different buying habits and personalities. From my Mintel research i have found that the majority of women use more then one fragrance, depending on the occasion, particularly the under 35's. However Mintel states that "Few women choose to wear a celebrity brand, and seasonal brands have limited appeal to consumers." Which depicts from the current market report by the Perfume Shop.

• French Company Selective Beauty has signed a contract with Liz Claiborne cosmetics to launch both men/woman fragrances, by RnB star Usher.

• Paul Smith has launched a new fragrance called Rose, inspired by a birthday gift, he recently recieved. His fragrance will be sold in department stores and selected fragrance shops in 30ml and 50ml bottles.

Fragrance research

Today, i travelled around some of the big department stores, to see what their fragrance halls had to offer. I was amazed at just how much choice the consumer has in terms of perfume, and this was excluding the male consumers.

Much emphasis is placed on packaging and general store merchandising. This being a crucial aspect when marketing my own products. Most of the fragrances were grouped together by brand, as most brands had more then one scent on offer.

This was interesting for me, as my brand; Moet and Chardon, currently do not offer a fragrance, so i'd have to further research and plan merchandising, brand positioning as well as product placement, within my chosen stores.

Exactly the Look i was hoping for in their Current campaign. It's luxurious, and it screams fashion.

I will now attempt to look more deeply into the company background, and ways i can adapt the market to suit my fragrance campaign.

These are some images i uploaded from the internet that represent the world renowned brand Moet and Chardon. This brand is a perfect example of the representation of luxury, and nmot just in the alcohol beverage sense.

Firstly we have some of the dramtic advertising created in the past for the famous champagne, which really stands out from beverages we see advertised today.

They also have strong association with Fashion, as we see the image above of a model wearing an outfit by British designer Matthew Williamson at the Moet and Chardon Fashion tribute 2005, during London Fashion Week. (February 16th 05')

We also see the collaboration with Swarvoski, in which they made a diamond encrusted bottle for sale, only for the world's lite.

We also see hip hop nad RnB star Mya, at one of their notorious celeb parties, i guess where the Champagne was flowing freely.

I think Moet and Chardon, would be a great brand to select for my assignment, and crucial as they haven't yet produced a fragrance. Although it isn't a fashion brand, they definitly succeed in representing fashionable pieces.

Juicy Couture

I really love the current advertising for The juicy perfume which launched mid July. It's quirky yet sophisticated, and really represents the ethos of the brand.

Juicy was one of my intial brands to focus on, however i feel they have already successfully launched their product, and there'd be no realistic plans to launch a further fragrance so close to their first.

I am currently in the beginning stages of my project. I have lots of ideas floating around, but i want to pick a good solid brand, where information is easily attainable. So far my choices are
* Christian Laboutin
* Moet and Chardon
*See by Chloe
* Juicy Couture (although it'd be there 2nd fragrance)

Over the course of the week i'm going to research extensively to make my decision.

Later for now folks!