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  1. 1. Seamlessı Flexibilityı
  2. 2.         THE OLD WAYS ARE DINOSAURS *’PRODUCT *PLACE *PROMOTION *PRICE THE 4PS OF MARKETING ARE DEAD Brands are intangible, grow organically, & in unexpected ways. Strategic end results fail to capture the manifold ways that brands are valued today.
  3. 3. But ‘authenticity’ & ‘true social engagement’ & ‘connecting to consumers’ are tossed around too easily, spread too thin & wide & ultimately destroy any true value…
  4. 4. And become EMpTY
  5. 5. *we Provide deeper connections *we channel real conversations *& we foster real change *or maybe we foster a family, grow our family? Plant seeds to feed? For our flowers to flourish? We prune out the weeds? Or the vines? No, we nourish vine? *or growth our community brand story uprooting evolving organic human story eco-system through our compelling data human-driven machines of organic growth =‘Digital Intimacy’ or Digital Blah Blah Blah Buzzwords masquerading as ‘Conversation’
  6. 6. New links must be forced rust, as old ones rust.” Jane Howard
  7. 7. Brand Engagement through Immersive Experiences
  8. 8. Moving from Functionalı To Emotionalı
  9. 9. The voyage of discovery is not in seeking new landscapes but in having new eyes. Marcel Proust
  10. 10. Personalisation & seamless connectivity- a paradox? •  A shift away from the trend for ‘authenticity’ •  Shift from product to process •  Brands expected to both offer consumers bespoke solutions to their unique needs and offer something that answers a growing desire to be free from set-in-stone categories and boundaries products (gender, time of day, place, purpose, etc)
  11. 11. Personalization and Seamless Flexibility aren’t separate trends.
  12. 12. Self empowerment – process not product •  Learning is increasingly becoming about self-improvement rather than specific purposes. Internet facilitated ease of information •  Consumers are Connoisseurs- infiltrates all fields from the specialist to the routine. •  Knowledge of almost everything is desirable &accessible. Consumers are hungry to discover every detail of their needs, desires, & interests- both personalised & fluid ı {seamless flexibility}ı Trend Exploration & Creative Empowerment
  13. 13. “I don’t trust theories I only trust alongside others in their moments of experiences {matt Jackson kauffman} Experience = new currency of
  14. 14. Technology offered up the tools to dismantle boundaries, offering a kind of democratic access to information, experiences, people and places. Overall Consumers are looking for Purpose, meaning & Connection The trend over the past few years for ‘authenticity’ was a way of rekindling human ‘tactile’ experience But brands quickly jumped on the bandwagon, and the search for ‘authenticity’ soon became a tired old slogan that ended up entirely lacking authenticity.
  15. 15. To stay relevant, BRANDS MUST PLAY AN ACTIVE PART IN CONSUMERS LIVES BY Participating in them
  16. 16. . “Experience which is passed down from mouth to mouth is the source from which all storytellers have drawn.” Walter Benjamin ‘The Storyteller’ in Illuminations
  17. 17. The most effective way for a brand to come across as authentic is to actually be authentic. THIS MEANS REAL PEOPLE, IN REAL PLACES, WITH REAL STORIES Blurring distinction between author and audience, story and game, entertainment and marketing, fiction and reality. Allowaudiencetoimmerseselvesinastorybyaction&first-personemotion.HUMAN STORIESCANHELPUPTOANCHOR&comprehendsystemsorissuesbetterbygroundingtheminan actualcontext. Connection starts with emotion
  18. 18. “ approaches such as `big data’ and perspectives modeled on science, look terribly important and promising. . People come to the realisation that to understand the world there are no short cuts, and the best way is the patient qualitative and engaged research that is the delight of anthropology.”
  19. 19. “I was on a pilgrimage to New York, and I got to hang with Ramm at his "battle station".  After several hours of collaborating on a sculpture, I woke up on his floor, totally disoriented.  He was passed out too, but before the vodka and fumes hit us (to his ultimate demise, this was how he worked) he had granted me profound knowledge on the nature of reality building.  He had also given me the only copy of a VHS document called "The Evolution Griller".   Immersion comesfromvisceral experiences That experience changed me. Was it Art? Was it Life? It was art-making. And that is Life.” Jeff Hull
  20. 20. brand experience and engagement on an individual level- customer engagement with brand becomes ‘personalized’
  21. 21. *:Greater Sense of Brand Engagement – broader reach; something relatable from existing everyday experiences. *
  22. 22. •  Choice is important- this is reflected across categories- from Selfridge's hugely successful ‘agender’ campaign last year that challenged gender binaries in clothing, to category- crossing personal care & household items
  23. 23. Getting Emotional
  24. 24. Bytellinginterconnectedstorieswecanoffer newlevelsofinsightandexperience.Thisrefreshes brandimagebykeepingitactive,aliveand sustainconsumerloyalty.Suchamultilayered approachtobrandexperiencewillenableamore complex,moresophisticated,morerewardingmode ofnarrativetoemerge Selling Experiences not just products According to Hollywood, a good pitch starts with either a compelling character or an interesting world
  25. 25. Times Are A Changing Enhance consumers EXPERIENCE with the brand.
  26. 26. Brands can connect with consumers by putting out content that perfectly aligns with their culture- by visualizing and amplifying their passions and cultural values. By Playing into practices & rituals that already exist, brands can capitalize on consumers’ naturally occurring behaviors in a less superficial way
  27. 27. To connect with any audience, brands must be able to engage emotionally : if they don’t care about your story, they won’t care about your product Without showing a human face, brands can never captivate beyond ticking a functional check list. This is especially a danger in categories like household products that have to work extra hard to show a human face beyond the chore-context products
  28. 28. Ashiftinapproach,using EMOTION TO CONNECT WITHAUDIENCEnot through vague promises of ‘authenticity’, but by enabling empowerment by consumers themselves. = Nolongerpassiverecipientsbutactive participants.
  29. 29. Using emotion to connect with audience means a combination of functional & emotional messaging, that will drive brands to reach new audiences. For brands, this means moving beyond offering just functional product attributes to contribute to a more holistic brand experience
  30. 30. SENSORY ADDITIONS MEAN A SHIFT FROM FUNCTIONAL PRODUCT TO A VOYAGE OF EMOTIONAL ESCAPE •  Fa Glamorous Moments Shower Cream features Black Orchid fragrance that is said to captivate the senses and transport the user to an irresistible universe of glamour
  31. 31. Consumers aren’t just looking for products. They want naturally immersive experiences that they can interact with- Thismeansbeingabletofoster collaborativerelationshipswith consumersinthecontextof their dailylives,nomatterhow ‘functional’acategoryappears andinempoweringconsumerstoparticipateinthisprocess-speakforthemselves-theresultismore authentic,evocativeandcompelling.Farmoresothanjustadryaccountoffunctionalattributes
  32. 32. Brands that continue to thrive arethose thatreflecttheactivechangesintheirconsumers’culture byfosteringtheirowncultureofinnovation extending shelf life beyond the functional Brands need to enhance experience
  33. 33. SCENT TrENds Unexpected Sensory Core Purchase Driversı Key driver crossing categories from personal care to household category.
  34. 34. •  Common fragrance trends across personal care categories are increasingly diverse: floral, fruity, indulgent, gourmand, fresh & clean. •  Unexpected scent trends crossing-categories, e.g. inclusion of food- themed scents in household & personal care. •  Growth in fantasy fragrances in both personal & household category. •  Household fragrances previously dominated by ‘fresh & clean’ & ‘citrus, but new ingredients are becoming popular, blurring boundaries between personal & household. E.g. Branding with ‘decadent’ / ‘blackberry temptations’ . Suggests that consumers are seeking ingredients that transform functional product into olfactory experience. Scent = growing purchase driver across categories
  35. 35. Technological innovations- e.g. smart fragrances; extends the shelf life of functional products (e.g. detergent released after washing) “a heavily-appropriated technology, which participants contextualize differently and e.g. premiumisation of functional categories {ingredients; pack design; new sensory rituals, etc} Creating hybrid categories: e.g. new scented forms in unexpected places {e.g. bringing personal care ingredients into household category} expands products beyond the purely functional: reaching out to wider demographics & giving life to everyday items
  36. 36. To connect with an audience brands must engage viewers emotionally – make them want to care. Once viewers are engaged emotionally, they are open to having logical arguments put to them, key benefits and how things work are far more relevant when a viewer is engaged. Finally, a dry call to action is unlikely to elicit any response, whereas an audience that has their emotions tugged are more likely to engage.
  37. 37. Fantasy & Escape
  38. 38. Ie. EXPERIENCES that are intimate immersive transformative & authentic. This means bringing emotion to the functional
  39. 39. Traditional marketing relies on communicating functional attributes. But today it’s becoming increasingly difficult to keep up with the shifting motivations and behaviours of consumers. keep up with the what and why of their thoughts and actions EXPERIENTIAL MARKETING OPENS UP OPPORTUNITIES FOR IMMERSION & INTERACTION BETWEEN BRAND AND CONSUEMR.
  40. 40. A Noticeable rise in fantasy fragrance
  41. 41. e.g., ‘Indulgent nights’ & mentions of ‘Temptations’ add mystique to a functional category. E.g SC JOHNSON. Mr Muscle Blackberry temptation multipurpose cleaner – Benefit of unexpected fragrances is that functional products can seem more emotional. .
  42. 42. Making the Functional Multidimensional
  43. 43. 43   Making the Functional multidimensional the dynamic between company & consumer changes. People are made to feel like participants or more precisely, brand creators. Front that point, brands become seen as less intrusive, &more inclusive.
  44. 44. Benefits of Emotional & Functional Interlink Ingredients have both functional purpose & elicit positive emotional response BEENFITS OF FUNCTIONAL AND EMOITONAL INTERLINK- EG ROSE EXTRACT IN WASHING UP LIQ TO PREVENT DYHR HANDS e.g. Cif Iris Flowers & Violet Petals Cream Cleaner, with micro particles, is designed to remove 100% of dirt. Fine Fragrance in Functional Category From evocative oud & patchouli to escapist tropical scents like dragonfruit
  45. 45. & the benefits of functional& emotional cross- over in a show of seamless flexibility
  46. 46. Creating New Sensory Experiences & Rituals
  47. 47. GROWTH of scent as Lifestyle Enabler Air-fresheners as decorative, premium products Hermès Luxury range of candles was created by perfumer Céline Ellena and presented objets d’art designed by Guillaume Bardet Scent extending to Sensory & Experiential Gateway for functional products.
  48. 48. The HOME CATEGORY: creating new Rituals e.g. hermès le bain collection – premium prices for functional products “a new art of living through perfume” Bubble bath, shampoo, balms, body milk and bar soap are available in the Cologne collection scent and Garden Perfume collection.
  49. 49. New HYBRID CoMbiNaTioNs Crossing Categories
  50. 50. Establishing new fragrance rituals New scented formats & combinations of ingredients Opens up interest to new demographics- especially in realm of household cleaning Adds excitement & emotion to the tedious tasks!
  51. 51. Blurring the distinction between public-private worlds: •  FRIDA ACQUA SENSATIONS OUD AIR FRESHENER •  Comfort Creations Snapdragon & Patchouli Fabric Conditioner is a premium fabric conditioner blended by perfume experts Pixiwoo YouTube” . PixiwooYouTube”.
  52. 52. HOME CATEGORY: CREATING NEW FRAGRANCE-LED RITUALS •  Growth in cross-category products: household and skincare, fabric care and fragrance, fabric care and deodorant •  P& G SWEET DREAMS RANGE: TAKES DAYTIME RITUAL INTO PRIVATE INTIMATE REALM OF NIGHT/ SLEEP
  53. 53.         •  Bom Ar Air Wick Britto Collection designed by Romero Britto •  Olay Ultra Moisture Autumn Renew Body Wash features an Autumn Renew scent to indulge the senses New scented rituals premium lifestyle
  54. 54. xxxxxx xxxx? xxx
  55. 55. Seasonal Variations Add Interest & Appeal to Wider Demographics xxxx
  56. 56. HOME CATEGORY: CREATING NEW FRAGRANCE-LED RITUALS Challenge to daytime cleaning ritual- dissolve boundaries with night-time frag à cf P&G sleep legit line: frag as stress/mood benefits, plays into emotional core need states addressed by a functional product
  57. 57.         Creating a harmonious whole Means greater brand engagement, subtle yet stronger strands of Connection Generating a Brand Ecosystem
  58. 58. Co-Brandingı E.g. Detergent-fabric softener ı
  59. 59. Importance of Collaboration co-BRANDING adds legitimacy & reassurance &fits into Consumers’ hectic lifestyles
  60. 60. Tide Plus a Touch of Downy April Fresh Liquid Detergent features a 3- in-1 formula that cleans, freshens, softens, whitens and brightens. •  Fairy Clean & Care Chamomile & Vanilla Dishwashing Liquid with a Touch of Olay Softness. And co-branding has both functional attributes (time saving, multitasking, efficiency) & emotional benefits- reassures consumers when 2 trusted brands join forces together
  61. 61. xxxxxx. Creativity, not cash Designs play xxxxe. But bringing together different xxxx….]
  62. 62. “A Vital Living Expanding Experience that Consumes its audience. It is Total Involvement, total communication, total immersion. ı
  63. 63. Being aware of thoughts, actions, experiences of others without having to be close physical proximity or requesting them directly by either party. Tiny windows into lives of others [known & strangers], unfold & digested bit by bit little bites across the day Paradox is that sharing, communicating, interacting & connecting is no longer definied by physical proximity but y technological competency. Digital Intimacy & Omnichannel Conversation “being able to keep in touch with people with a level of regularity and intimacy that you wouldn't usually have access to, because time and space conspire to make it impossible.” User experience expert, Leisa Reichelt}
  64. 64. The most powerful strategies not only fulfill a functional purpose, but create a lived experience by responding to cultural needs.Thismeansreinventingforthe specificneedsofeverygeneration. Enhances consumers experience with the brand.” BraNds THaT CoNTiNuE To THriVE arethosethatreflecttheactivechangesintheir consumers’culturebyfosteringtheirownculture ofinnovation
  65. 65. ‘Generation Connected’ {GenC} This means blending strategy with culture: Allow consumers access, experience, & control of their media Looking at the users – both demographics & psychographics surround a brand’s environment – from functional to emotional worlds.
  66. 66. Getting Close & Personal
  67. 67. Personalised personal care that aligns with busy daily lives. Nb doesn’t necessarily mean more products as this can have reverse effect- remember, when head & shoulders cut its range to less products, sales increased around 10%! Major themes include incorporating multifunctional skin care products as well as offering products that address specific skincare complaints- not necessarily mutually exclusive Creating Curated Routines- Bespoke, Personalised
  68. 68. Flexible ways for brands to connect with consumers by channeling into a connection, & community, kin- beyond the conventional functional need state EXPANDING MOVING FUNCTIONAL DOMESTIC PRODUCT INTO PUBLIC LIFESTYLE EXPERIENCE
  69. 69. Unilever teaming up with Vice: content channels to target specific demographics “A different way of working, recognizing this is an audience that engages with content in a different way.” unilever   New ways of working: delivering content relevant to audience & appropriate for brand
  70. 70. New technology : & lifestyle devices Creative & Personalized Consumers on the lookout for •  Improved product formulations •  Unique design innovations •  Improvements in efficacy & functionality of products, devices &services •  Things uniquely tailored to their unique core need states
  71. 71. Nuanced Content: Tailored Brand Experiences Across Different Platforms “In what is a very fragmented media world, and one where consumers are in charge of what content they consume, you need to ensure you have a very people- centric strategy,” Sarah Mansfield / Unilever Omnichannel Consumption: means need for brands to show flexibility, agility, and activity
  72. 72. Getting Personal – making Technology meaningful
  73. 73. ‘Generation Connected’ {GenC} This means blending strategy with culture: Allow consumers access, experience, & control of their media Looking at the users – both demographics & psychographics surround a brand/ online environment as well as the unexpected online influencers
  74. 74. Perclers, Paris: “An important trend is that the fast- moving tech environment means people no longer find technology fascinating and joyful, but are stressed. As a result, more human-friendly tech is being created with more emotional R&D solutions.” Pixiwoo YouTube” PixiwooYouTube”.
  75. 75. Meaningful Connections: ı . ı Getting pErsoNal ‘techno-poetry’: humanized ı ı ı ı ı ı ı ı ı ı ıtechnologyı
  76. 76. “Only when you get really close to consumers can you turn insights into activation. You have to tell convincing stories to the consumer,” {Beiersdorf} Consumer-Centric Stories Means innovation should start &end with the consumers. Technology cannot come at expense of compassionate connectionı
  77. 77. Making Technology Become PErsoNal “Efficacy improvements and personalisation are key growth drivers of the ongoing beauty device boom,” {New techs & the beauty industry Beauty devices: trends to watch Speaker: Ramaa Chipilkatti}
  78. 78. Technology means new frames of references, cultural values & experiences •  Geneu in-store test aligns unique DNA profile of consumer for ultimate in personalised skincare •  Olay fresh effect powered contour cleansing system - mainstream brands up scaling efforts to devices -Instant and real-time diagnostics, e.g. mobile apps & wearable technologies mean products can be tailored precisely Hybridity= multiple voices & visions= new multiple selves/ identities/ subjectivities Enactive memory= narrating own live stories/empowerment
  79. 79. The connected nothing Consumer -Making technology personal
  80. 80.         Personalisation New forms of expression, community, & identity emerging Aligns with interest in product formulations, transparency of ingredients = growing desire for consumers to take control marks shift from looking for a product entity. Instead empowering consumers to join in a process of self & health. Exploring self-presentation across different platforms- from online to offline, seamless or distinct? Smart technology- aligns with consumer’s unique lifestyle & bespoke needs
  81. 81. Humanised technology & harnessing powers of self expression Technology + Emotion = Techno-poetry
  82. 82. ‘TECHNo Poetry Humanised technology = not a paradox! -
  83. 83. ‘DriViNG ValuE THrouGH PErsoNaliZEd offerings -E.G Soap & Glory- personalised/ name on products sent to Influencers -Not sponsored, gained trust with perceived authenticity -Important step to gathering life-long loyal follower community- much longer lasting than one-off/ explicit marketing strategies -
  84. 84. SimultaneouslyGrowthinandrogynousskincareroutines aswellascontinuingtrendforproduct/service personalization. Not mutually exclusive but go hand in hand as part of wider macro-trend. Consumerswantchoice-tonotfeelrestrictedby categoricalboundaries,buttofeelfreetoexplorewithout constraints. This means flexibility, fluidity, and freedom. The gender distruptors
  85. 85. Getting Sensual Sensory Stimulation makes Chores Exciting
  86. 86. Enticing Emotional Engagement means bringing the Functional Attributes to Life – if the functional is the Skeleton framework, the emotional is the heart & soul of a brand
  87. 87. Getting Sensual Sensory Stimulation makes Chores Exciting •  Fifty Shades of Surf with Sensual Oils Alluring Rose & Jasmine Concentrated Bio Liquid Detergent is described as a new fragrance guaranteed to awaken the senses.
  88. 88. Adding Context = Pushing the functional out into the world of the consumer means creating experiences beyond pure product attributes Way of adding Richness of Experience & Depth to Brand’s character Depth of experience pushes the boundaries of the functional
  89. 89. Choice Multilayered Sensory Experiences Add Excitement to the Category
  90. 90. Multi-Layered Scents ” Choice & freedom to chose scents to reflect consumer’s unique desires } MULTI SCENTS MOVE FUNCTIONAL OUT OF NARROW TIME/PLACE Scent helps to segment categories by occasion (season, mood), room (kitchen, bathroom), demographic (men, teens) and time of the day (day, night, aromatherapy) = GREATER AUDIENCE BEYOND THE NORM
  91. 91. Therefore Reaching Enormous Audience through INspiriNG Choice – sparking conversation, not telling information
  92. 92. Meaningful CoNVErsaTioNs
  93. 93. Indulgingthesenses-e.g.Olay Ultra Moisture Autumn Renew Body Wash features an Autumn Renew scent to indulge the senses THErE Has bEEN a powEr sHiFT FroM CoNsuMErs as audiENCE MEMbEr To aCTiVE parTiCipaNTs New ways of navigating, observing and immersing. CONSUMER-GENERATED CONTENT AND COLLABORATION MEANS CONTENT AND CONTEXT IS OPENED UP Cross category sensory experiences Moreemotional=morememorable=moreanchoredtoeverydayexperience
  94. 94. Candid Choice “it is important to acknowledge that there is a wide diversity in awareness and adoption of halal cosmetics and pharmaceuticals within the core Muslim customer base around the world. The global Muslim population is not a homogeneous market and unlike cultural consumer segments, it is made up of a myriad of socio-cultural subsets that have been influenced by migration and adaption to different social contexts.” - . Sayd Farook, global head of Islamic capital markets at Thomson Reuters writes in his report, ‘The State of the Global Islamic Economy 2015, Consumers looking for candid information and diversity in choice
  95. 95. Drives interest & experimentation: Adds value, broadens market And more scent upgrades functional category Taking scent inspiration from ‘fine fragrance’ blurs boundaries between household chores & personal indulgence Adds excitement to an otherwise tedious task!
  96. 96. Crossing categories- e.g. personal skincare alongisde household cleaning products. •  Fairy Clean & Care Chamomile & Vanilla Dishwashing Liquid with a Touch of Olay Softness. And co-branding has both functional attributes (time saving, multitasking, efficiency) & emotional benefits- reassures consumers when 2 trusted brands join forces together
  97. 97. Tide Plus a Touch of Downy April Fresh Liquid Detergent features a 3- in-1 formula that cleans, freshens, softens, whitens and brightens. •  Fairy Clean & Care Chamomile & Vanilla Dishwashing Liquid with a Touch of Olay Softness.
  98. 98. Teen appeal Socialmind-active consciousness,notstalestories Organic Community Connected o via You Tube Social media influencers e.g.codyjohnswhocreatedsponsoredvinefor coke&sharedwithhis3.6millionfollowers.Nowisniche’s[twitter’ssocialinfluencerplatform] creativeambassador&nowmakeslivingentirelyfromsocialmedia. “I’m a living example of what a creator can aspire to be, which is making a living off doing their posts on social media,” Cody Johns, Social media Influencer NEw WaYs To See NEw WaYs To TasTE sMELL & Touch
  99. 99. Multi-layered scents
  100. 100.         Experimentation = Add Interest & diffuse brand to wider audience. Ultimately help a brand gain traction through innovationı
  101. 101.         Smells good. *”Most people stop noticing a fragrance after about 30 minutes, the amount of time that it takes the brain to become acclimatised to a scent.” - Reckitt Benckiser has launched Air Wick Life Scents, the first air freshener that delivers changing aromas within a single fragrance The company has created a formulation where multiple scents actually compete with each other for dominance, yet from the user’s perspective, remain distinct and separate.
  102. 102. Multi-Functional •  Febreze Island Fresh Fabric Refresher with ‘Gain Scent’ promises to eliminate odors as well as fabric, carpet, air, and pet freshening qualities.
  103. 103. Reaching New Audiences
  104. 104. xxx- This enhances engagement & encourages further d urging them to drill down to discover more.” Jason mitchell on ‘drillability’ xxx “Human Connection is the underlying current. behind engagement ” Jason mitchell on ‘drillability’
  105. 105. Blending Functional Need with Sensory Satisfaction •  Ajax Aroma Sensations Lavender & Magnolia Surface Cleaner is made with natural essential oils and is suitable for all types of surfaces. It is said to provide 24h freshness and shiny cleanliness. ” Scented diversity naturally opens up the demographic target of a functional product Scented innovations mean distinction in even the most functional of categories.
  106. 106. 106 CULTURE CAN INFLUENCE OUR THOUGHT AND PURCHASE PATTERNS in many ways: Cultureprimesus,helpingusmakedecisions faster,andwithgreaterease-thisisnodifferent fornew,onlinecultures Who is Communicating the Message? Incentives or perceived benefits of the product [status, pleasure, cultural capital, conspicuous consumption etc] How Salient or relevant the product is for our needs and lifestyle. Meet the NEW NEED STATES
  107. 107. Writing Our Own Stories
  108. 108. Adding excitement to FuNCTioNal CaTEGoriEs More scent varieties and inspiration from fine fragrance will help to drive interest and experimentation, add value and drive purchase
  109. 109. . “The storyteller takes what he tells from Experience- his own & that reported by others. And he in turn makes it the experience of those who are listening to his tale… Walter Benjamin ‘The Storyteller’ in Illuminations
  110. 110. Getting Sensual Sensory Stimulation makes Chores Exciting
  111. 111.         Inner access to the Private Domain New senses mean private access into otherwise out of bound areas. Functional become infused with emotional significance – become resonant in a way that functional factors alone can’t be. Making the functional emotional
  112. 112. Countering functional fatigue with multidimensional sensory experiences
  113. 113.         Experiencing indulgence For only a few dollars. This means choice & personal preference Downy Perfumes Collections Sage & Jasmine Concentrated Fabric Conditioner is said to be a surprising combination of two perfumes that activate with motion and change throughout the day.
  114. 114. Getting Sensual Food Flavours in personal care products blur the boundaries of eating, drinking, washing. ı ı New Sensory experiences across spectrum of household & personal care productsı ı
  115. 115. P& G Sweet Dreams Collection P&G Sweet Dream collection “The line of products is formulated with ingredients to clean, soften and freshen all your bedtime fabrics, from your linens to your pajamas, helping to create an ideal sleep environment so that consumers can relax in order to fall asleep.”
  116. 116. P&G’s sweet dreams range products are all endorsed by the National Sleep Foundation, & include: •  Tide plus A touch of Downy Sweet Dreams •  Downy Unstopables Sweet Dreams, •  Downy Infusions Sweet Dreams and •  Bounce Sweet Dreams Branching out to New Audiences by opening up avenues for new house & home rituals
  117. 117. Let’s Eat The Inclusion of Food Flavours in Personal Care & Household
  118. 118. Enhanced experimentation with scent: leveraging link frag with foods inking food and scent will drive more experimentation Can also relate to new textures and added benefits, using ingredients like tea, yogurt or honey E.G. Imperial Leather’s sweets collection;
  119. 119. INTERLINK GOURMAND FRAG WITH FOOD- e.g. MARSHMALLOW in everyday body care, VANILLA CUPCAKE CANDLES/ AIR DIFFUSERS; febreeze scented ‘vanilla latte’ Food ingredients into personal care & household care categories blurs distinctions between functional use & emotional gain/ enjoyment
  120. 120. Imperial leather sweets collection Range of flavours play on nostalgia memory recall- both traditional british {lemon sherbert} connotations of tangible reliability …. As well as more playful, frivolous conbinations such as pink marshmallow for younger audience….
  121. 121. Reward, indulgence, self-care communicated through blending notion of ‘treat’ with personal care product
  122. 122. The Smart Guys Harnessing the Power of New Technologies
  123. 123. Harnessing the power of New technologies in home & personal care
  124. 124. Evolving image OF THE FUNCTIONAL household item Multifaceted, not Monolithic E.G. Smart Fragrance: Downy perfume collection: Mystique, Passion, Attraction and Innocence Formulated with two micro encapsulated perfumes. Both scent capsules attach to fabrics and the luxurious fine fragrances are released by friction, thus change throughout the day as a result of natural movements of clothes while wearing
  125. 125. “Beyond the age of information is the age of choices.” {designer charles eames in 1971} Omni-connectivity, consumers being always on, and the opportunity of contextual content based on behaviour, time and location.ı -Unileverı
  126. 126. Connecting Dots Across Disciplines= thinking up New Combinations & Cross-Pollination of Ideas “in order for us to truly create and contribute to the world, we have to be able to connect countless dots, to cross-pollinate ideas from a wealth of disciplines, to combine and recombine these pieces and build new castles.” {maria popova}
  127. 127. The Innovators Harnessing the Power of New Technologies
  128. 128. The quantified self Real-time Biometric data Measuring Ourselves with Mobile Devices
  129. 129. “Competition, however, fierce, is a healthy sign for coming up with innovative products and maintaining high quality with smart features. Brands that maintain their quality and innovation only can survive and brands that do not maintain their quality, standards and innovations don’t survive in tough competition.” {LG Electronics President John Lee on High Purchasing Power of Saudi Consumers}
  130. 130. Innovation – in functional category Hybrid Products e.g. deoderants that eliminate both smells &stains Space for Innovation in Category Driving innovation in pack formats & product formulations Extended release throughout the day
  131. 131. Using scientific innovations to answer consumers’ need for greater personalization- making ‘their’ mark through their signature scent choices, even in household category previously ruled by ‘pragmatic’ fragrance offerings E.G. AIRWICK’S ‘LIFE SCENTS’: aims to address olfactory fatigue by offering multi-dimensional scent experience Mystical Garden contains the fragrance of raspberries, roses and marshmallow, while Turquoise Oasis contains the scent of sea spray, warm breeze and driftwood.
  132. 132. Meet the smart detergents: Fragrance Capsules E.G. Smart Fragrance: Downy perfume collection: Mystique, Passion, Attraction and Innocence SURF’S LAVA PERFUME CAPSULES {cherry blossom & lavender}- reformulated Formulated with two micro encapsulated perfumes. Both scent capsules attach to fabrics and the luxurious fine fragrances are released by friction, thus change throughout the day as a result of natural movements of clothes while wearing
  133. 133.         Inclusion of new techologies in home & personal care categories Fits into seamless flexibility: Eager to be less restricted by time-place boundaries. Smart Sweating E.G Right Guard Women Total Defence 5 Sport 48H Anti- Perspirant Deodorant Spray features a heat-response formula and is enriched with micro-encapsulated active ingredients that will release protection when needed most
  134. 134.         Unrestricted Work and leisure time are blurring, the distinctions between different spaces, places and modes of being are fading. Fluidity and flexibility are being embraced, and people are expecting the places they spend time - and the products they use - to increasingly adapt to their changing needs and desires. Flexibility has become smart, slick and inspiring. Seamless Flexibility
  135. 135. Plus Smart fragrances & fabulous formulations add excitement to functional category •  Customisation with smart fragrances that change throughout the day or depending on the consumer’s mood or need (multi-capsules) •  Air freshener and house cleaning products with micro-capsules (they release a burst of fragrance while walking on floors or touching)
  136. 136. Rexona Antiperspirant Deodorant Spray has an alcohol-free formula with Motion Sense System technology – intended to activate additional deodorising micro capsules when the body is in motion and the skin temperature rises. And for each 1 percent increase in the number of users they follow, the influencers gained a 0.79 percent increase in followers in return. age matters on Instagram. The social- media company determined that every extra year in age among influencers— people with thousands of followers— correlated to a 0.15 percent decrease in followers. A
  137. 137. Time-release technologies Extends the ‘life’ of a product beyond narrow time frame – becomes embedded naturally by being ‘there’ throughout the day Bounce Bursts Outdoor Fresh In-Wash Scent Booster is said to provide time released outdoor freshness and static control
  138. 138. The Premiums Putting Class into Chores
  139. 139. Designer collaborations moves Functional into Premium Bom Ar Air Wick Britto Collection designed by Romero Britto Hermès Luxury range of candles was created by perfumer Céline Ellena - presented as objets d’art designed by Guillaume Bardet
  140. 140. P&G Unstoppable Collection looks Extremely Premium Marketing household chores as holistic lifestyle choice
  141. 141. P&G ‘UNSTOPPABLES’ COLLECTION Marketed as ‘Home Décor’ “High-End” “Cross-Category” “Lifestyle-Collection” -Expanded beyond single-category products to include more lifestyle tokens & accessories {candles; scented oils} that blur the pleasure-chore divide of household cleaning tasks.
  142. 142. Bloomberg on P&G’s new Unstoppable Collection “Procter & Gamble Co., aiming to revive stagnant sales by adding more premium products, is rolling out a line of upscale fragrances that it says can make your home smell like you have a butler.”
  143. 143. P&G ‘UNSTOPPABLES’ COLLECTION 6 scent choices with evocative names {‘Lush’ ‘Shimmer’ etc} designed to elicit sensory experience – intention to allow consumers to pick ‘their’ bespoke formula to fit their lifestyles/ aspirations via a consistent ‘signature’ scent employed throughout the home
  144. 144. Premiumisation– in functional category Growth in Premium Bar Soap •  Granado Pharmácias Terapeutics •  Marionnaud 49 Rose Sensual •  Benzoin Glycerin Bar Soap Updating the functional format XXX Going back-’ Shift away from liquid formulations to traditional formats…
  145. 145. Glade’s Museum of Feelings
  146. 146. Glade’s not Sensory ‘Museum of Feelings’ bringing biometric data to the selfie-loving generation
  147. 147. Glade’s museum of feelings Biometric data uploaded for a ‘sensory selfie’
  148. 148. Glade’s sensory museum “TURN YOUR EMOTIONS INTO WORKS OF ART” E”ach installation invites emotional interaction. Touch, feel, play, listen, imagine and breathe. Step into the first kaleidoscope controlled by emotion. Float through the feeling of calm on a lavender cloud. Use your own biometric data to create a MoodLens—or unique emotional selfie—and match it with a perfect custom fragrance.”
  149. 149. Glade’s city moodring “Is New York feeling exhilarated, calm, optimistic? The Museum’s exterior changes color to reflect the the mood of the city by scraping social media and other real-time data” Reacts to real-time data
  150. 150. “Memory for us is the pathway to emotion” Glade chose 5 scents to represent 5 emotional states EXHILARATED CAREFREE JOYFUL INVIGORATED WORRIED CALM OPTIMISTIC
  151. 151. How to remember a smell? Build memories around them Glade chose 5 scents to represent 5 emotional states BUIILDING AN EXPERIENCE AROUND A SMELL = A MULTISENSORY EXPERIENCE FOR GLADE A walk-in kaleidoscope. An LED jellyfish forest. A cloud room. -and each with a smell themed to the room.    
  152. 152. . “The storyteller takes what he tells from Experience- his own & that reported by others. And he in turn makes it the experience of those who are listening to his tale… Walter Benjamin ‘The Storyteller’ in Illuminations
  153. 153. “The first room, Optimism, is a prismatic spray spinning around the room. The next, Joy, is a forest of green LED vines dangling from above and reflecting from the mirror floor below. Invigorated has light halos at your feet that pulse as you close in on the scent lamp, while Exhilarated is a kaleidoscope of mirrors, a fractal dome…Finally, Calm, or the cloud room, a warm purple globe with cushy carpet and a fog machine. And of course, accompanying each room is a particular scent Glade feels evokes that emotion”.
  154. 154. Niche to Mainstream Seamless Flexibility {NB.
  155. 155. How mainstream & niche players are getting closer to consumers through experiential marketing, fostering emotional connections SoCial lY INFluENTial BEauTY BraNds Brands forging closer connections with audience by moving beyond functional end-result ı     e.g. } ı
  156. 156. brands Dove, Neutrogena targeting through EMpowErMENT More trad consumer facing channels like twitter #chooseskinhealth neutrogena campaign & dove’s #loveyourcurls & #mybeautystory. Neutrogena also held a ‘twitter party’ with online blog influencers as well as industry experts. Hashtags used across channels to build anticipation for the event. , especially amongst latino blogging community through partnerships {TribeDynamics Report]ı
  157. 157. Heavily documented across social media {karlie kloss & other online influencers} – unique, glamourous exeriences @ world renowned & highly aspirational global event. With Kloss as primary ‘voice’ , had humanised/ real feeling vs. forced/explicit branding ı Yes we Cannes: L'Oreal 37% iNCrEasE braNd Engagement between April-May {FilM FEsTiVal} The versatility of content related to the brand presented L’Oréal as a multi- dimensional being: more human than a static entity, with multiple interests and characterististics
  158. 158. Why it works: Generosity Transparency, Attention to individual needs of influencers, EMoTioNal INVolVEMENT = LasTiNG CoMMuNiTY oF BraNd AdVoCaTEs
  159. 159. Aesop Seamless Flexibility
  160. 160. Appeals to “inquisitive design literate consumers” – multiple references gleamed from travel & literatures – communicates a message of cultural capital, not conspicuous consumption Aesop: A Story in “Undesigned Design” ı Cult brand grounded in explicit references to variety of niche cultural figures from world of literature & the arts. Collaborations with contemporary artists & designers demonstrates link with community in less superficial wayı
  161. 161. 1987– founded, Australia. Relative isolation meant Ingredients Range from cardamom, rose, geranium leaf, mandarin, vetiver leaf, rosemary Both Beautiful & Useful Minimal aesthetic of brown aluminum bottles- play into old apothecary vibe. BUT also eco-conscious- minimizes need for unnecessary packaging {labels printed on bottles themselves} Manage to combine’ The chemical with the natural in range of ingredients – e/g. magnesium ascorbyl phosphate chosen as most effective product. Simple & straightforward without boasting of innovative formulations
  162. 162. Functional– lacks glossy campaigns of competitors or ‘ageless’ or ‘eternal’ beauty promises Modern Apothecary Sophisticated, simple style- brand promise communicated in holistic, consistent, pure way in both product, promise, & design Delivering on Promise Of originality & integrity. Lateral thinking in style Intellectual rigor & Nod to the whimsical- e.g. stimulating literature shuns gimmicky category talk
  163. 163. Signature aesthetic- merges minimalism & functionality with understated beauty. Aesop: Utility & Luxury “I wanted to combine the Utility of Muji with the Luxury of Hermes” {Dennis Paphitis, Founder} ı
  164. 164. Aesop: “Our aesthetic fingerprint matters, but the contents of our containers matter more”
  165. 165. Aesop: “Appeals to the Inquisitive, design-literate Consumer”ı
  166. 166. Inspired by poetry and literature, all labels have quotes from famous personalities and rather than conventional advertising, Aesop prefers to align with the arts and support innovative artists – e.g. short film commission from Australian artist, Lucy M Aesop: Alignment Taking inspiration from the arts “Don’t Compromise Yourself- You’re all that you’ve got.” {Quote by Janis Joplin on packaging}ı
  167. 167. Like namesake, content trumps style. Ie. The moral of fables is more important than the stylistics of them. Products both enjoyable to look at & to use “The words organic & natural are verboten”: refusal to ride train of trends. Consistent, monochromatic & understated approach to packaging Refused to sell out- unlike similar competitors in their category, such as kiehls & aveda.
  168. 168. Like namesake, content trumps style. Ie. The moral of fables is more important than the stylistics of them. Products both enjoyable to look at & to use “we live by these quotes”: transformed one store into homage to south American magical realism writer, Gabriel garcia marquez. Consistent, monochromatic & understated approach to packaging Refused to sell out- unlike similar competitors in their category, such as kiehls & aveda.
  169. 169. The New Cool The Niche Players Challenging the Mainstream STILL WORKING ON THIS SECTION!
  170. 170. “a cool brand can be both a $1 tube of Burt’s Bees, or a $50 face cream from Sephora—price is not the determining factor of a brand’s value. Extraordinary brand value is a combination of brand uniqueness, meaningfulness and the opportunity for millennials to participate or co- create.” {forbes} e.G target offers 2 own brand choices: ‘up & up’ unapologetically pared back and vintage/artisan vibe of ‘archer farms’ Changing concept of cool: not necessarily means high-end/luxury. collapses many contexts into one single context: the ‘networked audience’
  171. 171. EMV is Tribe Dynamics’ prescribed metric referring to the quantifiable dollar amount assigned to publicity gained through social word-of-mouth marketing accomplishments. “Our holistic approach assigns a specific dollar value to each respective form of content based on the perceived value of each to brands within the industry, as it pertains to establishing ongoing relationships with influencers.” {tribe dynamics] NEw NiCHE PlaYErs
  172. 172. The spherical sensation: EOS LIPBALM Suddenly everywhere
  173. 173.         Eos spherical lip balm Suddenly seemed@ the core of everything After being scooped up by the likes of today’s hottest stars, including Ed Westwick, Kim Kardashian, Kiesha and Miley Cyrus – who featured it in her  “We Can’t Stop” video –
  174. 174. Explosive success, surprising as only been on market since 2009 Scored 4th on List of Brands Most Favoured by Millennial Teens by Teen Vogue, overtaking competitors as mainstream as chapstick & ‘niche’ like burt’s bees as well as ‘big’ brands like Sephora, converse, urban outfitters & target. Best Selling Lipbalm in Usa
  175. 175. Hello Halal
  176. 176. Halal: From Niche to Mainstream Expected to Grow Enormously in Next 5 yrs” ı à nb reflects macro trend of ‘clean’ living / growing awareness and concern for hidden ingredients, consumers seeking transparency in products to reflect conscious lifestyle choices
  177. 177. Seamless flexibility in unexpected routes: EXPECTED RISE OF HALAL to mainstream market Growth in halal category- expected to grow 15% in next 5 years. Expanded potential audience- not just Muslim consumer. Shift from religious restrictions in personal care choice to growing trend for transparency by mainstream consumers
  178. 178. Halal: Reaching new & unexpected demographics Iba Halal Careı "Many who visit our store for the first time have a limited understanding of halal, but, once they understand the philosophy and come to know that our products are vegan, cruelty free and devoid of harsh chemicals, they show a keen interest in trying our products," {Iba Halal Care}
  179. 179. Market observers believe that halal cosmetics are also gaining popularity with some non-Muslims. “While the global Muslim population is forecast to grow at a rate of over 50 percent until 2050, factors such as the rising trend of ethical well- being and overall health and wellness will make halal cosmetics and personal care products mainstream,”
  180. 180.         Halal... Game changers in personal care category Mainstream cosmetics & personal care brands realising potentially lucrative market beyond niche audience Potential for halal to outgrow its niche Peace of mind: transparency in ingredients; manufacture process & distribution channels
  181. 181. Subtletiesofchoiceplayabigrolehere.Halalcouldtickmanyothercoreneedstatesthat consumerscurrentlyhave-fromtransparency,tochoicetopickandchooseacrosscategories AliGNs wiTH GrowiNG dEsirE For CHoiCE Personalisation and seamless flexibility- means opening up of ‘closed category’ to wider audience Not a homogenous category previouslyconfinedto‘muslim consumer’{itselfmultifacetednotmonogamous!}
  182. 182. Global Halal beauty category According to Technavio, the global halal cosmetics market is valued at $23.4 billion in 2015 and is expected to reach $45 billion by 2020, growing at a CAGR of 14.3 percent. Currently dominated by niche players but mainstream brands such as shueido’s inclusion into the halal category suggest growing wave of interest in the category. Potentially Lucrative– From niche to mainstream
  183. 183. Growing Spending Power of the MusliM CoNsuMEr
  184. 184. Nb. important to acknowledge that there is a wide diversity in awareness and adoption of halal cosmetics and pharmaceuticals within the core Muslim customer base around the world. The global Muslim population is not a homogeneous market and unlike cultural consumer segments, it is made up of a myriad of socio-cultural subsets that have been influenced by migration and adaption to different social contexts.
  185. 185. Growing Spending Power Global Muslim spending on cosmetics was $46 billion in 2013 — 6.78 percent of global expenditure — it is expected to increase to $73 billion by 2019 and will make up over 8.2 percent of global expenditure.
  186. 186.         *Huge purchase power & eager to invest in quality products *International fragrance & cosmetic brands dominate Perfume & Beauty : Huge & growing market {nb considerable growth in male grooming market too in recent years} Saudi buying patterns are different; especially buying perfumes and eau de toilette (EDT).On average, a Saudi consumer buys two to three bottles of perfumes on a single shopping trip European products comprise 34 % of sales, and French perfumes and cosmetics make up a major part of that segment. European products were followed by Asian perfumes, especially Chinese
  187. 187. Brand-conscious and with considerable spending power, Saudi women looking for trusted, reputable brands in cosmetics & skincare- usually dominated by international offerings. However, although very brand conscious, also versatile- always on the look out for the latest innovations in colours, formulation, and trends. New Needs –for New Markets
  188. 188. Unfinished Slides {work in progress…}
  189. 189. Writing Our Own Stories
  190. 190. New Niche Players •  Unexpected ingredients – e.g. mojito mouthwash Une eeee ‘Hello Fresh’ – International brands
  191. 191. New Niche Players •  Unexpected ingredients – e.g. mojito mouthwash Une XXXXX New Needs –for New Markets
  192. 192. Niche FraGraNCE
  193. 193.         *Sally Sprat *ekaterina koroleva * Perfume&Beauty Collaborations with illustrators
  194. 194. The nature & purpose of every story is that it contains- {covertly or explicitly}- something useful {That transcends space, place, & time}
  195. 195. Other Slides that don’t quite fit into household/personal care products but do align with personalised & seamless flexibility trend – big brands playing into personalised offerings
  196. 196.         Creating a harmonious whole Means greater brand engagement, subtle yet stronger strands of Connection Generating a Brand Ecosystem
  197. 197. “We wanted to create a sense of sharing rather than reading being a solo experience. We are bringing reading into the digital age” {MCDONALD’S} Reading as Immersive experience: partnership with Random House publishing , Penguin, & Children’s Literacy Trust, as well as interactive app to offer more immersive experience- e.g. voice recognition technology, triggering certain sounds or colours when a particular word is read out.
  198. 198. ‘Generation Connected’ {GenC} Social Media Superstars & Influencers er the past few months, McDonald’s enlisted social media star Crawford Collins to promote its all-day breakfast on Instagram, Oxygen TV ran a campaign with the widely followed Sara Hopkins on Snapchat, and Coke enlisted Vine star Cody Johns to make a short, looping video on its behalf. Twitter’s recent acquisition of ‘Niche’: company connecting advertisers with the over 16,000 social media “influencers” on its platform, and helping them develop campaigns that often run across a variety of social media
  199. 199. “We’re looking to do more holistic campaign activations. We will hopefully be much more engaged with our customers, which means we’re not just talking at them but engaging with them and creating that two way dialogue that hopefully will give us a deeper role in their lives.” Relates to Sept 2015 ‘Good to Know’ stories [aimed @ dispelling brand myths}- overall McDonald’s is hoping to build deeper emotional connections with consumers through ‘authentic’ video content authored by vloggers Also branched out into live streaming with Periscope, as well as building name in community grass-roots initiatives, e.g. partnering with online blogs like Mumsnet to tap into & try to shift negative brand perceptions through ‘forums for conversation”

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