coty
TRANSCRIPT
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