Brand Introduction

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Brand Introduction Bodyspray
presentation
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Yardley London Unique heritage

• Yardley London is one of Englands oldest and
  most established purveyors of quality perfumes
  and soaps and was re-launched in September 2010,
  with a reformulated and repackaged product line.
• Steeped in a 240 year heritage, Yardley London
  is a quintessential English fragrance brand
  offering authentic and credible quality floral
  fragrances, which are affordable and accessible.
• Yardley London has two Royal warrants and prides
  itself on its wide range of beautiful floral
  fragrances and ancillary body products, inspired
  by Englands diverse and varied flowers.

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Yardley London Fragrances

• Each of the 5 core fragrances has been brought
  up-to-date English Lavender, English Rose, Lily
  of the Valley, Peony and Iris.
• The addition of Orange Blossom , April Violets
  (back by popular demand) and the launch of Royal
  English Daisy in March 2011 as a celebration of
  the Royal wedding, makes up the current
  collection of fragrance, soaps and talc. Yardley
  London introduced a new collection of long
  lasting Body Sprays in all 8 fragrances.

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2010 Brand summary

• The Yardley London range has been repackaged to
  give it a stronger visual identity, with vibrant
  colours reflective of each flower fragrance and
  enlarged gold foil warrants. The new house design
  enhances the image of the brand and reinforces
  Yardley Londons position as a quality,
  accessible fragrance house.
• Since its relaunch Yardley London has seen its
  sales grow by 44 on an annual basis. This has
  been driven via strong growth in the UK and
  International.
• The brand has been supported with and aggressive
  PR (500k since September 2010) and advertising
  campaign and the launch of a new website and
  Facebook page.

5
Commissioned research findings category
opportunity

• When asked about the Yardley London brand,
  customers thought the packs looked clean, bold,
  vibrant and classy. For those that felt that they
  had grown out of the current Bodyspray category
  offer, they thought that they could find a more
  sophisticated product/fragrance choice for
  themselves from the Yardley London range.
• Customer quotes
• Ive never heard of Yardley but it looks more
  upmarket than the others
• It looks clean and expensive, whereas the rest
  look like teenagers designs
• The introduction of a selection of Yardley
  London Bodysprays into the Bodyspray fixture
  would create the following opportunities

1. Present a range offer that is currently not
   available sophisticated body fragrance that
   would substitute or complement a fine fragrance
   that a woman can use everyday.
2. Increase sales of the category through attracting
   a new customer, whilst not alienating the current
   customer.
3. Increase cash margin by trading up customers from
   Impulse Charlie