MUSE

So over the last couple of weeks me and my group have been working on a fragrance launch of our own and it has all finally come together. I have to say I was overly happy with the group I got put with as we all became such good friends by the end of it. The time and effort we have all put in to it has been worth it.

To start of with we had a range of ideas starting with gender-neutral fragrances to social activism fragrances. We then eventually decided to go with the theme of 'modern romance'. After going away and doing our own separate research we all came to each other and realised we had all researched about the theme of self-love so we decided on looking at that for a brand idea.

We thought instead of being like your average 'self-love', 'self-care' pink fluffy romance brand as we felt this was a bit naff and something that all brands were doing, we decided to completely switch the colour scheme up from shades of millennial pinks and yellows to more of a purple and lilac colour palette. Lilac is a colour that is very on trend at the moment so we felt we'd go with that.

After days of trying to think of a name for the brand that wasn't cringe worthy we eventually came up with 'Muse' (inspired by one of our lecturers), in the sense that it would be 'be your own muse', meaning look up to yourself, be inspired as to who you are as a person and carry on with it.

Our brand would consists of 5 fragrances all having its own back story around self- worth. The scent names were Enchanted, Wisteria, Flames, Euphoria and Crystal and the base notes were woody, floral, fruity, spicy and clean/fresh.

What inspired us to create a fragrance family of 5 was the brand Perfumer H and the fact the lady there explained how important it was to have her family of 5 fragrances. So instead of jut having one, we thought it would be more powerful to have 5.

The consumer of our brand would be a student or a full-time worker on minimum wage. They would be interested in fashion, beauty and lifestyle and have strong liberal views on feminism, racial issues and environmental issues. What matters to them would be equality, diversity, education, economic stability, job opportunities, environment, they would read magazines such as cosmopolitan an vogue and write blogs on a daily.

This is one of the photos from our photoshoot we had done in preparation for our brand launch.

This is an idea of the other brands we would be up against within the market