Responsibilities: Fine Fragrances (Waters) Spa
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Transcript of Responsibilities: Fine Fragrances (Waters) Spa
Responsibilities:
Fine Fragrances (Waters)
Spa
Responsibilities:
Specialty Bath
ZZZ Baby
Jessica HansonMarketing Assistant
Charlotta PerlangeliSr. Marketing Manager
Marisa SeyfertMarketing Coordinator
Ulli Lindauer Sr. Marketing Manager
Jacqueline SingerGroup Marketing Director
BRAND HISTORY
FY1998 September 1997 Healing Garden launches as the first aromachology brand in the mass market environment with 4 core fragrances(44 RG SKU’s Total). Simultaneous launch in Canada.
FY1999 Aggressive New Product Activity - introduction of 4 new fragrances, 1 new form (75 RG SKU’s Total). Healing Garden launched in Europe.
FY2000 Continued New Product Focus - 1 new fragrance, 2 new forms. Line rationalization study identified consolidation opportunities. (95 RG SKU’s)
FY2001 Brand focus on streamlining SKU’s, reducing excess inventory, improving profitability. (92 RG SKU’s).
FY2002 The Healing Garden enters the Fine Fragrance category. (93 SKU’s)
The Healing Garden Consumer
Consumer Profile- Age range 20 - 49, with concentration in 25 - 34.
- Higher education level (72% some college or more).- Higher household income $50,000+.
Ethnicity- 86% of purchasers are non-ethnic.
- Limited penetration among ethnic targets.
Psychographic Profile- The Healing Garden purchasers describe themselves as down-to-earth
(78%), Natural (77%), Fun-Loving (73%) and Casual (71%).
Purchase Intent- 60% is for self purchase (vs. 56% for Bath and Body Works).
- 40% purchase HG as a gift (vs. 21% for Bath and Body Works).
Source: Coty Demographic/Psychographic study 2/01, IRI Household panel data
Visual Identity
Key Insight People are seeking physical, mental and spiritual well being.
Message “Power of plants to promote a sense of well being”.
Moment Spontaneous, caught moment.
Visual Support Nature, outdoors, botanicals, anchored in reality, always in the healing garden, bright and open.
Voice Honest, genuine, intimate, approachable.
Body Language Comfortable, centered, relaxed.
Facial expression Content, friendly, expressive of inner calm and peacefulness.
Tagline Holistic fragrances for mind + body + spirit
JasmineSensuality
Pink
TangerineEnergyOrange
GingerlilyPositivity
Yellow
Cucumber/LindenblossomRefreshmentLight Green
ZZZ TheraphyFor Sleep
White/Midnight Blue
LavenderRelaxation
Purple
Green TeaBalanceGreen
JuniperClarity
Blue
Specialty Bath Fragrance Landscape
Body Lotion 7 oz. and 1.85 oz.Shower Gel 7 oz. and 1.85 oz.Body Mist 7 oz. and 1.5 oz.Bath Soak 10.0 oz.Room Spray 4.0 oz.Candle 5.5 oz.Starter Kit 5-piece
Specialty Bath SKULine-Up
STARTER SETS – FEBRUARY 2002
NEW DESIGN NEW FORMULA NEW PRICE
Clear communicationSpecific benefit call-outs, colorful icons
Natural colors stress holistic and natural identityAppeal through translucent caps and pumps
Enhance emotionsthrough the power
of scent
MAY 2002 INTRODUCTIONZZZ THERAPHY
Shower Cream
Body Mist
SEPTEMBER 2002
INTRODUCTIONZZZ THERAPHY
Starter Tote
APRIL 2002
ZZZ THERAPHYFOR BABY
mineral oil-free lotion
tear-free wash
aloe-enriched powder
PEDIATRICIANTESTED
Why The Healing Garden Spa Theraphy? August 2002
1. A branded, advertised name in a hot growth segment; aromatherapy
2. Products are on trend with today’s consumersUpscale, natural and modern packagingDepartment/Specialty store quality and look
3. Price positioning of affordable luxury with upscale quality
4. Maximize impulse purchasesMore sophisticated lineName brand supported by advertisingDepartment/Specialty store type presentation
5. Further advantages for The Healing Garden Spa Theraphy Combines premium Spa industry imagery with functional treatment benefits
Opportunity to expand the category by attracting Department/Specialty Store Spa product buyers to Mass retail
Extend The Healing Garden’s core brand equity beyond Fragrance to encompass tangible/therapeutic skin benefits (Aromachology - Aromatherapy)
AromachologyAromachology is the effect of fragrances on human behavior and emotions to improve mood and quality of life.
For the Healing Garden Lavendertheraphy = Fragranced Bath & Body products that enhance emotions.
AromatherapyAromatherapy is the use of natural essential oils and herbs to offer emotional and physical benefits. It is generally used in combination with body massage and touch.
For The Healing Garden SPA Theraphy = Moderate / Intensive Body Treatment products with physical skin benefits + fragrance for emotional benefits.
Total Well
Being
The Healing Garden SPA Theraphy offers consumers more than just aromachology, it offers aromatherapy, the ultimate benefits
for total well being.
Herbal nutrient complex of botanicals and vitamins
Light, soothing aromachology scent
Daily Body Exfoliator with Olive Stone & Jojoba Meal 7.0 fl oz $7.95
Moisture-Rich Shower Cream with Sunflower & Calendula 7.0 fl oz $7.95
Smoothing Body Butter with Clary Sage, Wheatgerm & Buchu Leaf 7.0 fl oz $7.95
Moisture-Rich Body Toning Spray with Lemongrass 7.0 fl oz $7.95
Skin-Soothing Bath Soak with Soy Protein & Oatmeal 8.5 oz $8.95
refine
refine
renew
refine
renew
replenish
refine
renew
replenish
rejuvenate
refine
renew
replenish
rejuvenate
relax
Body treatment products Physical skin benefits
FIRSTSfine fragrances
body treatment
living hydroponicflower
technology
SCENT STRIPS
September 2002
sheer passion
Building on the success of The Healing Garden Waters fine fragrance collection.
Expanding our exclusive technology and positioning to include the third most desired state of well-being.
The Healing Garden Waters Sheer Passion breaks free of tradition. It stirs the senses with a voluptuous blend of WaterbornTM essences that
whispers a new freshness and purity.
Pink HyacinthOrange
GrapefruitCucumber
Living Golden Sundust Orchid TM
MoonflowerJasmine
Tuberose
MuskSheer Wood Notes
Moss
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