Love, Lois

introduces its new fiercely feminine fragrance

by: rebecca tummers

PART ONE: BRAND + INDUSTRY OVERVIEW

BRAND OVERVIEW

QUIRKY, ECCENTRIC, COLORFUL EXPRESSIVE

Moschino stands for powerful social commentary through its ironic appropriation of pop-culture iconography.

BRAND OVERVIEW

Net profit of the AEFFE Group - EUR 8.3 million (1st half 2018) an increase of 44.6% from the previous year First half of 2018, Moschino accounted for 71.5% of all AEFFE Group Sales – an increase of 16.7% from the previous year Italy remains the brands largest market with sales that account for 47.4% of the Group’s global reach Sales in the United States - 5.3% of consolidated sales Current Moschino fragrances - negligible market share.

MOSCHINO FRAGRANCES

OPPORTUNITIES

1. Capitalize on Success of Moschino Brand 2. Increase Engagement with US consumers 3. Create a meaningful connection with consumers through fragrance

US FRAGRANCE INDUSTRY

Premium Women’s Fragrance segment that was valued at USD4,263.8 million in 2017. CAGR of 2.1% (From 2017 to 2022).

Millennials want to be part of luxury brands, and are gravitating towards entry-level products from luxury brands.

Brands like Chanel, Dior, Kenzo World, Marc Jacobs, and YSL are capitalizing on this trend

COMPETITIVE LANDSCAPE

Kenzo World

Miu Miu L'Eau Bleue

Daisy Marc Jacobs

Classifications:

1. Premium Women’s Fragrance

Chanel Coco Mademoiselle

Chanel Gabrielle

Miss Dior Blooming Bouquet

2. High-End fashion brands 3. Targeted at Female Millennials 4. Focuses on femininity with empowering messages of individuality, strength, and confidence

Viktor and Rolf Flower Bomb

Gucci Bloom

Black Opium YSL

COMPETITIVE LANDSCAPE

*Prices according to 100mL at sephora.com high price Viktor&Rolf Flower Bomb $165 Gucci Bloom $141

Chanel Coco Mademoiselle $140 Chanel Gabrielle $135

YSL Black Opium $125

Weak narrative

Daisy Marc Jacobs $104 Miss Dior Blooming Bouquet $102 Kenzo World $100 Miu Miu L'Eau Bleue $71

low price

Strong narrative

*Prices according to 100mL at sephora.com

COMPETITIVE LANDSCAPE

high price Viktor&Rolf Flower Bomb $165 Gucci Bloom $141

Chanel Coco Mademoiselle $140 Chanel Gabrielle $135

YSL Black Opium $125

Weak narrative

Daisy Marc Jacobs $104 Miss Dior Blooming Bouquet $102

Moschino Fresh $82

Kenzo World $100

Miu Miu L'Eau Bleue $71

low price

Strong narrative

COMPETITIVE LANDSCAPE

*Prices according to 100mL at sephora.com high price Viktor&Rolf Flower Bomb $165 Gucci Bloom $141

Chanel Coco Mademoiselle $140 Chanel Gabrielle $135

YSL Black Opium $125

Weak narrative

Daisy Marc Jacobs $104 Miss Dior Blooming Bouquet $102 Kenzo World $100 Miu Miu L'Eau Bleue $71

low price

Strong narrative

PART TWO: CONCEPT EXPLORATION

concept.

SOCIAL COMMENTARY Comment on social issues facing equality between women and men.

This is about empowering women, not bashing men.

POP-CULTURE APPROPRIATION Inspired by feminist icon Lois Lane, a comic book character rooted in American pop-culture – more specifically Superman.

COMMUNICATION Empower, embrace, and celebrate femininity

SUMMARY Lois Lane, is a feminist icon rooted in American pop-culture, and is the inspiration of Moschino’s new fiercely feminine fragrance Love, Lois.

THE CONSUMER

AGE

20 to 50

GENDER

female

INCOME

$70,000 +

LIVES JOB

U.S.A, city dwellers Starting to mid-level position

LIFESTYLE

PSYCHOGRAPHIC

DEMOGRAPHIC PERSONALITY

VALUES

INTERESTS

Outgoing, assertive, social butterfly, self-aware, open, quirky, self-expressive A killer look, authenticity, success, social justice, concern for total wellbeing, living an enjoyable life Dining out, social media, music festivals, exotic vacations, fashion, comic books, art + culture

SHOPPING MANTRA

BRANDS THEY LIKE

CONSUMPTION HABITS

I want value which may mean: a great price, unique experience, authentic story, pre-existing relationship Authentic, indie, sustainable, ethical, associated with the “right” influencers Online shopping, influence from social media, in-store experience

WHAT’S IN A NAME? As a career-driven journalist she is intelligent, feisty, ambitious, bad-ass women who glows with femininity.

As a sign off to her readers, “Love, Lois” is the story of femininity and empowerment that she shares.

Superman’s Girl Friend Lois Lane, #121, 1972

CAMPAIGN HEADLINES

#WomanOfSteel #FiercelyFeminine

PART THREE: PRODUCT CONCEPT

Pricing + Assortment

Format: 100mL Spray

Category: Personal Fragrance

Sub-Category: Eau de Perfume

Price: $125 (premiumization)

Distribution HIGH-END DEPARTMENT STORES Saks Fifth Avenue + Nordstrom + Neiman Marcus + Bergdorf Goodman – USA, Canada La Rinascente – Italy Harrod’s– England Galeries Lafayette - France Lane Crawford – Hong Kong, China Galleria Department Store Luxury Goods – South Korea

FLAGSHIPS Milan + Rome + Capri, Italy Paris, France London, England Los Angeles + New York, USA Seoul + Busan + Daegu, South Korea

ONLINE RETAIL moschino.com

direction.

1. The bottle as the character 2. Unconventionally alluring 3. Quirky and fun 4. A novelty item for the eclectic fashionista 5. A daily reminder on her boudoir to be #FiercelyFeminine and a #WomanOfSteel

concept.

BOTTLE:

A Lois Lane action figure that will be held by its owners as a statement piece. A truly unconventionally alluring bottle that will be prized on her boudoir as a weapon of femininity.

BOX:

A toy action figure box - are you in Toys “R� Us or Saks? An unusual and playful approach that will further the novelty appeal. A box that will overcome its fate of demise in the landfill.

inspo. 1

bottle.

bottle.

Actuation: Hold and spray.

Materials: Plastic action figure with hole to feed fragrance tube.

Metal spray.

Glass fragrance bottle coated in plastic.

Copy engraved in plactic.

inspo. 2

box.

INSPIRED BY AN ACTION FIGURE TOY-BOX Materials: Thick cardboard box Plastic sheet Vac Form Secondary Package

leaflet.

Materials: thick post-card like paper

PART FOUR: INGREDIENT STORY

Formula Direction

Inspired by and Old Fashioned cocktail, Italian Chinotto, and femme fatale.

Formula Direction

The ‘Old Boys’ Club The recipe for an Old Fashioned is a combination of muddling sugar with bitters, then adding alcohol - originally whiskey but now sometimes brandy, and finally garnished with orange and cherry.

The first use of the name "Old Fashioned" for a Bourbon whiskey cocktail was said to have been at the Pendennis Club, a gentlemen's club founded in 1881 in Louisville, Kentucky. The idea is to invite women into the club and help further equality which will be carried out by the empowering message of the campaign.

Formula Direction Fed up of being casted in Superman’s shadow, Lois embraces her femininity as an intelligent, brave, feisty, and highly ambitious, bad-ass, woman. The fragrance scent will be an embodiment of Lois Lane’s personality and will exude femininity.

Top Notes - TANGY Orange Flower, Bitter Italian Orange Beaming with confidence and personality so vibrant, she packs a punch.

Middle Notes - SPICY Spice, Oriental She’s one bad ass woman with fierce ambitions, she won’t let anyone stand in the way of what she wants.

Bottom Notes - EARTHY-SWEETNESS

Cherry, Vanilla, Amber At the heart of it all, she exudes all that is feminine. She is effortlessly and naturally wonderful.

narrative.

“Just like an old-fashioned cocktail topped with a cherry, Lois Lane is simply irresistible. With top notes of tangy orange flower and bitter Italian orange, she beams with confidence and personality that packs a punch. Hints of oriental and spice tell a story of this bad-ass woman with fierce ambitions who won’t let anyone stand in the way of what she wants. Her natural femininity is expressed through the earthy sweetness of cherry, vanilla, and amber. At the heart of it all, Lois exudes all that is feminine. She is effortlessly and naturally wonderful.”

PART FIVE: MARKETING EXECUTIONS

Launch Schedule

2020

PRE-LAUNCH LAUNCH Activity

Feb.

Mar.

POST-LAUNCH Apr.

Milan Fashion Week Website Social Media In-Store Comicon SanDiego Comicon NY Out of Home Magazine PRE-LAUNCH MONTH: February, Milan Fashion Week LAUNCH MONTH: March, International Women’s Month

May

Jun.

Jul.

Aug.

Sept.

Oct.

Nov.

Dec.

Milan Fashion Week

Pre-Launch at Milan Fall/Winter Fashion Week 2020

Bottle will makes it debut in the runway collection (factice bottle) DC comic book themed collection, social commentary on empowering women PR event party posted to social media

Website

https://tummerr.wixsite.com/moschinolovelois

Will go live at the pre-launch - Milan Fashion Week

Direct online purchases

Event information – comicon, fashionweek

Sweepstakes information

Social Media

Moschino’s celebrity love + network of influential individuals will be used to create buzz and generate a following on social platforms.

Authentic, reaches beyond a “paid partnership” post.

Instagram and YouTube

Inspirational narratives from influencers

Instagram hashtags: #WomenOfSteel #FiercelyFeminine #LoveLois

In-Store Design

Fan Products – Tshirts, Comic Books, Posters

Product Purchase + Samples

Sales Team Training

Step and Repeat

Geotag, Snapchat

In-Store Design

Step and Repeat

Photo opportunity against blown up poster

Mini envelope with polaroid inside QR code on envelope that brings customers to microsite – contest incentive

In-Store Design

Snapchat

Comicon

Pop-Up Shop Same Retail Design as in-store Second pulse to reinvigorate brand awareness Fragrance, comic books, fan posters, and T-shirts Sales Staff training and costumes San Diego – July 23 to July 26, 2020 New York - Oct 1 to Oct 4, 2020

Out of Home

Shopping districts, major US cities

Bus stops, billboards, electronic displays in malls

MARCH – APRIL Create awareness during launch JULY San Diego ComiCon Buzz NOVEMBER - DECEMBER Second Pulse to Reinvigorate Brand Awareness and Holiday Sales

Magazine

Elle, Vogue, Nylon, InStyle

Single Page Ads

MARCH – MAY Create awareness during launch OCTOBER New York City ComiCon Buzz NOVEMBER - DECEMBER Second Pulse to Reinvigorate Brand Awareness and Holiday Sales

Fan Products

POSTERS, $60

Fan Products

TSHIRTS, $100

Fan Products Comic Book $60

Comic Book, $60

Thank You!