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”Younger men are exploring a less traditional concept of masculinity such as prioritising the needs of others and embracing their individuality and want a fragrance that reflects this.” The scent of the modern man – August 30th – Alex Fisher – Mintel “more feminine notes” “a lot softer fragrance for men” Creed Sales Associate “Weinberger and Gulas found research suggesting that men prefer aggressive and sexual humour” - Humour in the advertising business: theory practice and wit – Fred K Bird


£35


FRAGRANCE NAMES MUMMY’S BOY – Vanilla, Citrus WHIPPED – Leather, Spicy JUST LIKE YOUR DAD – Wood, Tobacco TWO PUMPS AND A SQUIRT – Musky, Wood MAN FLU – Aromatic, Green


GENERATION SELFIE

THE CONSUMER

18 25 AGE RANGE

LOCATION:LONDO


WORKS OUT AT WEEKENDS OUTSIDE OF HECTIC WORK SCHEDULE

HOBBIES REALLY CARES ABOUT HIS APPEARANCE

VISITING URBAN/INSTAGRAMMABLE COFFEE SHOPS

9-5 OFFICE JOB

REGULAR SOCIAL DRINKING WITH FRIENDS

ENJOYS GOING CLUBBING AT WEEKENDS

CAREER WORKING HIS WAY TO THE TOP OF THE BUISNESS


THE NEEDS OF THE CONSUMER HIERARCHY OF NEEDS Abraham Maslow, 1943

BASIC NEEDS PSYCHOLOGICAL NEEDS SELF-FULFILLMENT NEEDS


A DAY IN THE LIFE OF OUR CONSUMER • •

• • • • • •

• •

Wakes up at 6:30am to go the the gym (it’s leg day). Comes home to have a protein shake and eat scrambled eggs on toast with his girlfriend before they both leave for work. Starts work at his estate agent job at 9:00am. Secures a deal on a house before lunchtime. At 12:15 he takes his lunchbreak. He’s got salmon rice and veg from his meal prep the night before. Finishes work at 5:00pm, drives home in his Audi A5. It’s on finance. Gets home, showers and goes to meet his mates at the pub for a few beers. Gets home at 8:00pm, his girlfriend has cooked for him. She’s in a bad mood because they don’t spend time together like they used to. While in bed they look at new jobs for him, he’s not enjoying the agency as much anymore. He applies for a few with a better salary. They talk about their goals and ambitions until midnight. They have sex and go to sleep.


CUSTOMER PROFILE WHO BUYS A NOVELTY GIFT/FRAGRANCE FOR THE URBAN MAN? - HIS FRIENDS - HIS PARENTS - HIS PARTNER - HIS SIBLINGS


S C RAT C H AND SNIFF


Photoshoot inspiration


MUMMY’S BOY


JUST LIKE YOUR DAD


TWO PUMPS AND A SQUIRT


Man flu


whipped


MUMMY’S BOY


JUST LIKE YOUR DAD


TWO PUMPS AND A SQUIRT


MAN FLU


WHIPPED


F I N AL photographs


FINAL PHOTOGRAPHS – BEFORE AND AFTER


FINAL PHOTOGRAPHS – BEFORE AND AFTER


FINAL PHOTOGRAPHS – BEFORE AND AFTER


FINAL PHOTOGRAPHS – BEFORE AND AFTER


FINAL PHOTOGRAPHS – BEFORE AND AFTER


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FCP Fragrance Brand Project  

FCP Fragrance Brand Project  

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