business objectives:develop a new “Lifestyle” fragrance brandDemonstrate incremental growth for this segment:

2% in first year ($5.7mm) 4% in second year ($11.7mm) 7% in third year ($21.3mm)

the industry

a shift in style?

Metrosexual LumbersexualThe metrosexual movement is over and in its place is the lumbersexual. Although staples of a metrosexual man have remained; desire to look attractive, wear brand name clothing, and personal health. The overall style has changed drastically to depict a more rugged man in a changing world.who is a lumber sexual?The lumbersexual can easily be identified by his..Groomed Beard,

Stylized HairFlannel Shirts

Brand Name Work Boots

who is he really?The lumber in lumbersexual is mostly just a pleasantry. These men do not spend their spare time felling trees, or living in the woods. In fact, these people spend most of their time in coffee shops, dive bars, or working at more tech focused professions.

However, these men are incredibly passionate. They care about the world around them and it is important to them that everything they do reflect’s their beliefs.

While the beard, and the flannels may be a trend. Their dedication to their personal looks, their passion, and how they are perceived by the world is here to stay. Thus our brand is built to personify this, a versatile brand that looks to capture the very essence of the adaptive man.

growing

awareness/concern

regarding

ingredient safety

Only 5 out of 38

Coty Fragrances

are exclusively

for men

brand story

introducing…

top note: vetiver middle notes: patchouli & geranium bourbon

base note: oak moss & amber

pricing: $76 - 1.7 oz bottle // $94 - 3.4 oz bottle

box made from recycled cardboard bottle trade-in recycling program

cap made from scrap lumber

provision 01 distribution and designated marketing areas

Highest population of 22-34 year olds

fastest growing population of millennials

“It is important for me to look attractive

to others”

more likely to purchase from an eco-friendly

company

Have worn/bought cologne in the last 12 months

recommended designated market areas

best media communicators

22-34 year olds internet

“It’s important to look attractive”

cable tv, magazines, outdoor, internet

More likely to purchase from

eco-friendly company

internet

Have bought cologne in the last 12 months

cable tv, internet

retailers

LaunchApril 29, 2016

Arbor Day Launch

I do not doubt that whatever I know at a given time, there waits for me more which I do not know; I do not doubt but the majesty and beauty of the world is latent in any iota of the world;

I do not doubt there are realizations I have no idea of, waiting for me through time and through the universes—

also upon this earth; I do not doubt I am limitless,

and that the universes are limitless— in vain I try to think how limitless.

an excerpt from Faith by Walt Whitman

Christmas is 186 days after Arbor

Day, Perfect timing for a

refill.

sales down 3% between 2012

and 2014

utilize trees as OOH

experience

in a coordinated twitter/instagram

campaign

with the hashtag #Idonotdoubt

Pulsating Traditional Campaign

using targeted messaging

on only the strongest media communicators

Movember 2016 Holiday

Promotion

It takes ~200 days to go through a

1.7 oz bottle of cologne when used

regularly

Final thoughtsThe fragrance industry has stalled because for too long they have been trying to mold people into an unattainable identity with a fragrance. Provision

shatters this industry trend by molding a fragrance to a preexisting identity. An adaptive brand for the

adaptive man.

Team: Alexander Whitman, Danielle Young, Basil Frye