Our Final Idea
Our final big idea is an energising and health promoting body spray for women that are 70+, that will help them to feel energised and motivated to rebel against modern stereotypes. We wanted to promote the importance of strength and power of women.
The reason why we wanted to focus on the point of rebelling and strength is that it completely goes against all of the negative stigmas towards older people in general. Often, older people are considered being weak, grumpy, unambitious and many other negative things. Therefore we wanted to go against this.
We decided to target the market of older women because through research we found that women over 50+ were neglected by the fragrance market and forgotten about due to an ageist media. In addition to this, we found that the older women are the least targeted by the fragrance market due to general belief that all seniors are reluctant to change their beloved scent.
In addition, we wanted our brand to have nostalgic values. With current political and social issues people are looking to the past for comfort and reassurance. With hectic work schedules and everyday responsibilities, reliving positive memories has a positive impact on us.
Usually, products targeted to older women either show them what they once looked like by promoting the importance of youth, or remind them in a negative way of their age. We wanted to completely go against this and emphasise to our target market that they are the original rebels and they were the people who help pave the way for women today.
Brand Model
After we came up with our big idea, in a recent seminar we had to do a brand model. This is so that we could clearly identify what we wanted our brand to be and the messages we wanted to convey to our target consumer.
After making bullet points of the ethics of our brand, we decided to go more in depth and each section apart.
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| BRAND MODEL FOR OUR FRAGRANCE BRAND |
Vision - The vision we had for our brand was to create a product for older women that promotes being active and youthful. We wanted our concept to be vibrant energetic in order to convey this.
Values - The values of our brand are to be be foolish, be happy and be confident. We want to convey the sense that age is just a number and that it is never too late to rebel. In society today, there are a lot of negative stigmas towards ageing, so we wanted to contradict the stereotypes.
Behaviour - We wanted the behaviour of our brand to be lively, energetic and upbeat since this is the message our brand conveys to the consumer. We wanted the whole essence of our concept to reflect this as our product is about energising and motivating.
Tone of Voice - We decided on a semi-formal tone of voice for our consumer. When we were first brainstorming ideas, we were initially gearing towards the informal route. However, we realised that with our target market being an older audience, we thought that we would attract a wider audience and convey our brand message more effectively choosing a semi-formal tone of voice.
Strapline - Our strapline is “it’s never too late to rebel.” We chose this strap line as the majority of products targeted towards older people are boring and dull. Therefor we wanted to emphasise that the stereotypes of people aren’t accurate and that they should rebel against it.
Positioning - For the positioning of our brand, we wanted it to be affordable, yet we wanted it to be viewed as a higher end product. Therefor we decided on a price of £40. We thought that this was reasonable as all the ingredients for our product are natural and organic.
After completing this, the next step of Task 3 is to come up with ideas for our photoshoot. I will make sure that I document our research and plans leading up to the day of the shoot.
Thanks for reading.
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