Fragrance Research - A gap in the market

In the past week we have been researching the fragrance market. The task for this term is to create our own fragrance brand that we believe there is a gap in the market for thus leading us to research websites such as WGSN and MINTEL to gain an insight into where fragrance will be heading towards in the next couple of years. 

Initially we created a list of macro and micro trends that we felt are prominent currently to stem further discussion.

Macro trends:
1. Empowering Women
2. Sustainability
3. Environment
4. Wearable Technology
5. Ageing Population
6. Family Dynamic
7. Industrial Evolution
8. Equality 

From this list we went on to create micro trends stemming from the macro trends

Micro Trends:
1. Getting into shape
2. Essence explosion 
3. Grey generations 
4. Sex appeal

5. Not so innocent 
6. White out
7. Art of seduction 
8. Crystal Clean
9. New Nudes 

As a group we were really drawn to the 'ageing population' and the fact that a large majority of fragrance adverts currently on the market focus on the 'art of seduction' often secluding the older woman/man. 

From this we decided that we were going to focus on the ageing population. We then went on to conduct primary research to gain a further insight into what our potential consumers think of the fragrance market. 

Upon conducting primary research many said that they do not usually buy their own fragrance - they receive it as a gift, which I am all too aware of. Which stemmed myself and my groups idea of creating a fragrance making class here in the East Midlands. 

After much deliberation and deciding to make our 'big idea' as niche as possible we have decided to create a brand that offers an experience for alzheimer sufferers and their carer. 

Our brief was to create a presentation to ultimately sell the idea to our lecturers and fellow fashion students on how we got to our initial idea presenting lots of visuals and lots of facts. 

Take a look at one of our presentations my group conducted explaining our big idea http://issuu.com/ellahigham

Up soon will be our packaging brief.

X