Belvoir Advertising Corporation
The Lace Market
Nottingham
NG1 3PD
“Perfume’s never been more popular”
Fragrance, after all has traditionally weathered financial storms – it’s all part of the so called “lipstick factor”, when times are tough, women stop splashing out on luxury items, preferring to treat themselves to a new lippy or in this case a new scent.
From in-store display to the humble bathroom shelf, packaging and advertising play a vital role in the perfume industry. The bulk of top designer’s multi-million pound turnover comes from perfume sales. For a relatively small amount of money the consumer can buy their way into this glamorous lifestyle.
Perfume advertising’s power lies in its ability to make us dream, to yield in escapism bringing into play an array of male and female types from mythologies which meld standard notions of what man and woman stand for. Those types address the natural and essential aspiration of consumers to partake of a desired personality. This takes either one of two possible ways: to be different, that is to become the person we would like to be; or, to be oneself, to affirm the person we believe ourselves to be.
This is a very exciting, ambitious project, as there is so much to do within the brief. There are five parts to this brief: Research, Design, Promotion, Trial, Evaluation.
You may have to work on these simultaneously to achieve the exquisite results needed for such a brief. The outcome of this project is that you are expected to design an advertising campaign for the launch of a spring fragrance collection 2011.
Much of the time in the project will be creating a photographic ad campaign suitable for a contemporary magazine and billboard. The output must be of an extremely high standard and will be judged by professionals in this field. There may also be opportunities for you to expand this campaign further across other media products.
You will need to consider what a scent for your design house would be like. Thoroughly research the institution of fragrance advertising, past effective collections, muses and then decide on what the vision of the company you choose is for the future. This will be a new label and the designs will need to be striking, beautiful, intricate and technically exquisite. Think of the concept for the fragrance and what the fashion ethos of your company is. What image are you trying to promote to the target audience?
You should produce representation boards for your perfume as well as contemporary analysis. This should contain a combination of found images as well as many beautiful design sketches and developments from books and existing campaigns, photographic records of found objects and also descriptions of the scent and the combination of flavours and ingredients that make up the meaning of your perfume. In addition you should create your own archive of inspiration: found bits and pieces, packaging, unusual shapes, papers, plastics, and glasses etc
You should design an advertising campaign for this new fragrance with appropriate images and typography: Investigate the style of the clothes and the kind of men or women the label is designing for. What kind of people would want to be associated with this brand? Consider all this when designing your fragrance, name of the scent, the bottle you choose, and above all the advertising campaign. What would your target audience want to have on their dressing table or in their bag? Consider styling a man/woman to promote the image you have created. Make careful choices in colours/typography and choice of model. Hair and makeup must be appropriate to the contemporary style associated with this label.
You have five weeks in which to complete your research and planning and create your products. Your deadline is 11th February 2011. These will then be promoted, pitched and trialled before your final evaluation.
Good luck with this. We look forward to hearing from you.
Ms Chanelle Heath Director of Marketing
12 years ago
