As part of our summative brief, we were put into small groups where we had to create a new fragrance story, based around insights that we found about the fragrance industry, individually. After discussing as a team all of the insights that we found on our own, we finally came up with an idea.
So, our final idea was to create a 100% natural fragrance which was suitable for pregnant women and their babies. From research, we found that pregnant women had to avoid certain scents, as they could be damaging to the baby, before and after birth, and also a lot of scents were too overpowering for pregnant women as they have a very heightened sense of smell. Therefore we wanted to make a natural fragrance that was suitable for both the baby and the mother which was also subtle, so that it wasn’t overpowering for the mother. Another reason why we wanted to make sure the scent was subtle, is because from primary research, we found that mothers wanted their children to get used to the natural scent of their skin so that they would remember them by this.
Our fragrance line would be a range of 3 perfumes, each with different mood uplifting purposes and different scents. They would be called energy, optimism and calm. the energy scent would be made up of citrus scents, the calm would be made up of lavender and be purple and green themed, and the optimism would be made up of other fresh and fruity scents such as peach and lemon. All of the scents we have made sure are favoured by pregnant women.
As an extra part to our brand, we would also offer a diffuser as part of the range which is suitable for the baby and lets off a natural scent. The diffuser scents would come in the same scents as all of the 3 perfumes made for the mothers. The idea of the diffuser is that the baby can be left with is while the mother goes to work so that the baby doesn’t miss their mother too much and it associates the scent of the diffuser with the mother perfume, so that they feel as though the mother is still with them. We wanted our brand to be empowering to women so that they would feel confident to go back to work earlier than is normally accepted of society, as their is a huge stigma around how long mothers should stay with their babies after birth. However the diffuser allows women to go back to work comfortably without feeling as guilty. The fragrance would also come in a roller-ball form so that it can be used on the go, for example at work, so the mother can still feel sexy, even at the workplace and gain back the confidence which they may have lost during pregnancy.
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