Key Words

UNDERGROUND - A genre in music and other forms of media intended for an elite audience, that is often characterized by its high levels of originality and experimentation, and does not conform to typical standards, trends, or hypes as set by the popular mainstream media.
• COLLECTABLE - We think collectable is a well suited word for our concept because we would like to have a line that becomes collectable, as we feel our targeted consumer would be the type of individual to have an interest in collectable items as it would become a collection of artistic beauty on their dressing table.
• ENIGMATIC – Enigmatic suits our perfume brand as we like the idea of our perfume not being in your face and not being advertised in a commercial way, as we feel our typical consumer would be more of an explorer.

Insight Vintage clothes have a scent that’s distinctive, however not in a nice way, it’s a usual musty smell that everyone wants to get rid of. At the moment on the market there is no perfume targeted for a purely vintage consumer.

Aim
Our aim is to create a perfume that is the real definition of vintage, not the usual stereotypes that people have with vintage today, and a perfume that eliminates the vintage mouth ball smell.
Big idea
• Create a fragrance that appeals to people who don’t wear commercial fragrance as it does not fit with their lifestyle, so targeting the individual’s who want a perfume that truly reflects vintage Big idea
• Create a fragrance that appeals to people who don’t wear commercial fragrance as it does not fit with their lifestyle, so targeting the individual’s who want a perfume that truly reflects vintage We are going to use social situations that people who support the vintage lifestyle would encounter, such as gigs, art exhibitions to advertise, use social media such as twitter, Facebook, instagram etc.
• Big idea
• Create a fragrance that appeals to people who don’t wear commercial fragrance as it does not fit with their lifestyle, so targeting the individual’s who want a perfume that truly reflects vintage.
• We are going to use social situations that people who support the vintage lifestyle would encounter, such as gigs, art exhibitions to advertise, use social media such as twitter, Facebook, instagram etc.
• Big idea
• Create a fragrance that appeals to people who don’t wear commercial fragrance as it does not fit with their lifestyle, so targeting the individual’s who want a perfume that truly reflects vintage.