coty fragrances
DESCRIPTION
TRANSCRIPT
Kerith Rae, Mike Razim, Jessica Sartoretto
Coty Vision
“To uphold François Coty's spirit of innovation...
not just in terms of product, but also in retail methods and experience creation.
An adventurous mindset and passion for beauty are what will drive Coty successfully from today into tomorrow.”
Heritage+
Innovation
Consumer Trends
Hyper-personalization Accessibility
Current Fragrance Industry
Current Fragrance Industry
Current Fragrance Industry
Will adding another fragrance revolutionize an industry awash
with look-alike alternatives?
Current Fragrance Industry
NO
++
But What Will?
Heritage Hyper-personalization
Innovation Accessibility
ParagonIntroducing...
A fragrance that revolutionizes the consumer purchase process by injecting hyper-personalization and accessibility
into a stagnant industry.
User Experience
Paragon I Want A Sample!
a model of excellence & perfection
Paragon is a fragrance that addresses a big consumer-facing industry. An industry with high prices and endless products where- because of fashion and style- the product will always
resist being commoditized. The model that Paragon boasts is an all-encompassing solution to a fragmented market that revolutionizes the way consumers purchase and experience
fragrances. A hyper-personal and easily accessible online world now exists with the advent of Paragon. We are the model for excellence and perfection.
Paragon.com
HeritageInnovation
Send a GiftDesign My Own
Contact Us
HeritageInnovation
Send a GiftDesign My Own
Contact Us
3 Easy Steps1. Portal
User Experience
Paragon.com
Paragon Send a Gift I Want A Sample!
HeritageInnovation
Send a GiftDesign My Own
Contact Us
2. Personalize
HeritageInnovation
Send a GiftDesign My Own
Contact Us
Size
3.4 oz. 2.5 oz. 1.7 oz.
Paragon.com
Paragon Send a Gift I Want A Sample!
HeritageInnovation
Send a GiftDesign My Own
Contact Us
User Experience
HeritageInnovation
Send a GiftDesign My Own
Contact Us
Color
2. Personalize
Paragon.com
Paragon Send a Gift I Want A Sample!
HeritageInnovation
Send a GiftDesign My Own
Contact Us
User Experience
HeritageInnovation
Send a GiftDesign My Own
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Scent
2. Personalize
FruitTart Guava
Passion Fruit
FloralWild Orchid
VioletOrangeBlossom
CitrusKey Lime
Green PearLitchi
GiftLet the
recipientchoose!
Paragon.com
Paragon Send a Gift I Want A Sample!
HeritageInnovation
Send a GiftDesign My Own
Contact Us
User Experience
HeritageInnovation
Send a GiftDesign My Own
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Engrave
2. Personalize
I hope life treats you kind And I hope you have all you've dreamed of.
And I wish to you, joy and happiness. But above all this, I wish you love.
And I will always love you.
Paragon.com
Paragon Send a Gift I Want A Sample!
HeritageInnovation
Send a GiftDesign My Own
Contact Us
User Experience
HeritageInnovation
Send a GiftDesign My Own
Contact Us
Send!
Thank You for your Purchase!
3. Purchase
User Experience
To the Woman I Cherish Most-
I can’t believe it has been three years. The time we have spent together is proof that time flies when you’re having fun, it seems like just yesterday we were sharing our first dance. I hope this bottle reminds you of those moments forever....
Love Always, David
Packaging
1904: Heritage
“a model of excellence & perfection”
2012: Innovation
Pricing & Costs
Size Price
1.7 oz. $70
2.5 oz. $100
3.4 oz. $135
Gift $15
COST REDUCTIONless shipping to storesno expensive displays
smaller slotting fee
POTENTIAL PROFITcustomer supportcommerce 24/7
ability to go global
Is Paragon not going to be sold at fragrance counters?
Questions
Why would I buy a fragrance without smelling it first??
In-Store KioskParagon
Fragrance Sample Mailers
Paragon.com
Paragon I Want A Sample!
HeritageInnovation
Send a GiftDesign My Own
Contact Us
a model of excellence & perfection
Paragon is a fragrance that addresses a big consumer-facing industry. An industry with high prices and endless products where- because of fashion and style- the product will always
resist being commoditized. The model that Paragon boasts is an all-encompassing solution to a fragmented market that revolutionizes the way consumers purchase and experience
fragrances. A hyper-personal and easily accessible online world now exists with the advent of Paragon. We are the model for excellence and perfection.
I Want A Sample!
Fragrance Sample Mailers
creativity herewww.paragon.com
Paragonscent
here
Who will Buy?
HHI: $75,000+
Age: 23-34“I’m doing more and more of
my shopping online.”“I’m willing to pay extra for
quality products.”“I’m the first of my friends to
buy new products.”“I consider myself a creative
person”INDIVIDUAL“I am affectionate,
passionate, loving and romantic”
Men & Women
THOUGHTFUL“I am brave, courageous, adventurous, and daring.”EXCITABLE
Will This Work?
Marketing Plan
Year 1 Paragon Photo-booth
Nos
e he
re
March 31, 2012
Excellence and perfection
www.paragon.dom
Paragon
March 31, 2012Excellence and perfectionwww.paragon.dom
ParagonParagon
Excellence+Perfection
Marketing Plan
Year 1 Magazine
Paragon
“a model of excellence & perfection”www.paragon.com
Marketing Plan
Year 1 Magazine
Marketing Plan
Year 1 Online
The perfect fragrance for youThe perfect fragrance for youand youThe perfect fragrance for youand youand you
The perfect fragrance for youand youand youand even you.
Paragona model of excellence & perfection
Marketing Plan
Year 1 Word-of-Mouth
Marketing Plan
Year 2
Experiential
Listening Post
Marketing Plan
Year 3
Expanded Bottle Choices
Added Colors
New Toppers
Marketing Plan
Year 3
Themed Gift Sets
It’s a Girl! Merry Christmas!
Bride to Be
Faster Further Freer
Paragon“a model of excellence & perfection”