Spring Fragrance Launch

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Spring Fragrance Launch March 2011 Capt
uring the delicate fragrance of flowers
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Content

• Global brand strategy 2010/11.
• Spring seasonal launch objectives strategy 2011
• Fragrance trends
• Beautiful flowers
• Clean Simple scents
• Collection
• Recent launches.
• Consumer profile
• Limited edition spring fragrance launch 2011
• The product range
• Brand communication
• UK marketing initiatives
• Commercial targets

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Global brand strategy 2011

• Continue to develop a core floral fragrance
  collection with ancilliary products.
• Core proposition of 5 fragrances remain
• Lavender
• Rose
• Lily of the Valley
• Iris
• Peony
• Launch one limited edition/seasonal fragrance per
  year
• Depending on the success of the limited edition,
  introduce them into the core line up.
• Develop an extensive gift business.
• Support the fragrance business with extensive
  POS,
• PR media (print on-line).

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Spring Seasonal Launch Strategy 2011

• Launch a seasonal limited edition fragrance in
  line with fine fragrance trends which is
  complimentary to the core Yardley London
  fragrance collection.
• Build on Yardley Londons history as a
  manufacturer of fragrance by Royal Appointment
  (two Royal Warrants)
• Recognise and commemorate the Royal Wedding of
  HRH Prince William and Miss Catherine Middleton
• The fragrance, inspired by Miss Catherine
  Middleton, will attract a younger customer
  profile and help the brand recruit new customers.
  

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Spring Seasonal Launch Strategy 2011

• The new fragrance will have a unique appeal and
  will therefore not cannibalise any of the other
  fragrance collections thereby ensuring
  incremental sales.
• Incorporate the limited edition into the core
  line up and extend the product range if
  successful.
• Feature as part of the 2011 Christmas gift
  offering.
• Support the launch with extensive marketing
  activity.

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Fragrance Trends Beautiful Flowers

• An everlasting trend
• Hippie chic, bohemian, impressionist flowers
  invade our life with poetry and fantasy.
• Romantic or sexy, soft or opulent, refined or
  exuberant, fashion flowers bouquets celebrate a
  blooming femininity.
• An eternal power of seduction.

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Fragrance trends Clean and simple scents

• Cleaner scents for a refreshing feeling.
• Simplicity, purity and the less is more
  approach.
• An antidote to celebrity/bling culture .

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Fragrance trends collections
Non niche fine fragrance brands are continuing
to embrace the idea of collections Sub
ranges that can tell a different story to the
parent brand and can appeal to different age
groups, personality types, seasons, times of day
or simply global markets. Chanel, Van Cleef
Arpels, Hermes, DG, Benefit, Gwen Stefani, Marc
Jacobs.
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Fragrance trends Recent launches
DAISY Marc Jacobs (2007) Floral fruity
LOLA Marc Jacobs (2009) Floral fruity
ROCKNROSE Valentino (2007) Floriental fruity
OSEZ-MOI Chantal Thomass (2009) Floriental woody
FLORA BY GUCCI EDP Gucci (2010) Floral Fruity
FLOWERPARTY Yves Rocher (2010) Floral Fruity
A SCENT EAU FLORALE Issey Miyake (2010) Floral
Green
CAPUCINE Chloé Eaux de Fleurs (2010) Floral green
LAVANDE Chloé Eau de Fleurs (2010) Floriental
woody
NEROLI Chloé Eaux de Fleurs (2010) Citrus
FLORA NYMPHEA Guerlain (2010) Floral Floral
HYPNOTIC POISON EAU SENSUELLE Christian
Dior (2010)
VERA WANG ANNIVERSARY Vera Wang (2010)
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Yardley London target consumer profile attitudes

• Female 50  
• BC1
• Married with grown up children
• Traditional conservative
• Very loyal to the brand and its products
• See Yardley as a quintessentially English brand
  of high quality, the Royal Warrants reinforce
  these values
• Empathises with the heritage of the brand and its
  fragrance history
• View Yardley as being the best with a reliable
  product range. Been a user of the brand since its
  heyday in the 1960s.
• Look for high quality products but at good value
• Has an interest in flowers and enjoys visiting
  gardens and stately homes and exhibitions such as
  Chelsea Flower Show
• Reads magazines such as Good Housekeeping, Woman,
  Womans Own, Prima and newspapers such as  the
  Daily Mail

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Yardley London target consumer profile

• Female 30
• BC1 - but more discerning than her 20s
  counterparts
• Has positive associations with the brand passed
  down from previous generations of women and so
  empathises with the heritage of the brand, but
  perceives it to be for an older woman
• Likely to be preparing for marriage
• Looking for high quality products but at good
  value aspires to more premium brands and the
  lifestyle dream
• Would like to be perceived as sophisticated,
  chic, elegant stylish relates to the
  classics, yet is traditional and conservative
  (with a small c)
• Confident and self assured
• Likes contemporary classic fragrances - flowers
• Educated, experienced, travelled and enjoys
  English culture
• Has an interest in flowers, visiting stately
  homes gardens
• Reads magazines such as Marie Claire, Vogue,
  Glamour, Red, In Style, OK. Middle England
  newspapers - Daily Mail, Daily Telegraph, Daily
  Express
• Royalist and not a republican

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Limited edition Spring Fragrance LaunchRoyal
English Daisy
Daisies have long been a favorite of many, as
they represent loyal love and innocence. They
have the ability to bring a smile to a face or
brighten a room like a golden ray of sunshine.
Daisies remind me of my childhood when I used
to play, "He loves me-he loves me not" the
innocent game where your true love would be
revealed as you carefully plucked each petal from
the flower. I always hoped the last petal would
"prove" that he loved me. Do you remember
playing too?
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Mood Board
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Inspired by Miss Catherine Middleton

• Royal English beauty
• Young
• Vivacious, energetic, fun-loving
• Romantic

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Fragrance Triangle Royal English Daisy

Fresh green leaves, Apple
Hyacinth, White Rose
Sandalwood, Musk
Yardley Londons Royal English Daisy is an
elegant dewy fresh, green floral fragrance,
reminiscent of flower filled meadows in the
spring sunshine. It opens with a burst of
energetic top notes in the form of fresh green
leaves and apple, combined with a heart of
hyacinth and white rose, enhanced with warm base
notes of sandalwood and musk.
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Royal English Daisy The Product Range

• 50ml EDT
• UK RSP 9.99
• 75ml Body Spray
• UK RSP 2.49
• 250ml Body Lotion
• UK RSP 5.95

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Royal English Daisy Brand Communication
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Marketing initiatives International Support

• Aggressive PR launch and Beauty editor education
  campaign
• December 2010 press event
• Royal inspired venue
• Media
• Press campaign March 2010
• Magazine product competitions/subscriptions
• On line features
• Competitions product give aways
• Yardley London website and Facebook page
• Point of Sale featuring Daisy bouquet brand
  imagery
• Small totems
• Display cube
• Shelf edgers
• Daisy on-counter display unit
• Sampling programme and Demonstrators in key UK
  retailers
• with Vial on Cards

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Commercial direction Timings Targets

• Timings
• Key launch window is UK Mothers Day (3rd April),
  stock to be available from end of January EDT and
  end February Body Spray and Body Lotion.
• Launch promotion 25 off in the run up to
  Mothers Day.
• UK sales targets
• Boots confirmed for launch in March in 120
  stores, Mid Gondola 2.
• National Accounts TBC.
• Field TBC.
• INTERNATIONAL sales targets
• TBC