Jessica Corey

Product and Fragrance Development Intern, Beauty AvenuesAugust 18, 2010

Forever Young:A Glance at the 18-24 Age Group

Contents

• 18-24 Age Group Demographics• Trends

– Fashion– Beauty– Exotic Ingredients

• Fragrance Panel Results• Recommendations

18-24 Demographics

• Female• Generation Y• Graduated high school, attending college, or

has an entry level job• Technologically advanced (computers, mobile

phones, social networking sites)• Follows trends• Sociable

Trends: Individualism

• Focusing on yourself• Individual expression• Feeling free to do anything you want• Driven to be successful• Seeking luxury • Customized Products

Fashion

Urban WarriorFur, Tailored Jackets

Conservative GlamourClassic, Clean Lines

Bohemian RhapsodyFlowy, Finished Looks

Beauty

HairFunctional, Pulled Back

FragranceModernizing Chypres

MakeupSophisticated, Pop of

Color on Lips

Exotic Ingredients

Cloudberries•Fruit•Northern Hemisphere•Used in:

•Drinks•Jams•Tarts

Sea Sandwort•Plant•Western Isles•Sour•Used in:

•Fermenting foods•As a potherb•Grounded in flour

Thuja Cones•Tree•North America•Aromatic•Contains Vitamin C•Used in teas

Fragrance Panel 18-24

• Distributed 3 different floral fragrance samples to 19 panelists

• 15 responded• Analyzed info through:

• Lifestyle questions survey• Fragrance sample surveys

Fragrances that the Panelists are Currently Wearing

How Important Fragrance is to the Panelists

Where they Purchasetheir Fragrances from

On a scale from 1 to 5, what factors influence your fragrance purchase the most? 5 being the most influential and

1 being the least influential.

Given the budget you currently have, how do you allocate your spending? Make sure the total adds to 100%.

If you had unlimited funds how would you spend it? Make sure the total adds

to 100%.

Fragrance Sample Delicate PetalsPanelists Overall Reaction to Fragrance

• Firmenich @ 12%• Top: Blue Violet Leaves,

Juicy Mandarin, Blue Aldehyde

• Mid: Delicate Jasmine, Honeysuckle, Cyclamen

• Dry: White Musk, Vanilla Orchid, Blonde Woods

Overall Strength/Top 5 Words or Phrases to Describe the Fragrance

• Fresh/Clean• Floral• Musky• Different/

Unique• Citrus

Would you wear Delicate Petals?

33.3%

67.6%

If yes, then on what occasion would you wear it?

If no, why?• Smells like cleaning products• Old, dry, too floral• Too woody and musky

Fragrance Sample Hedonism Hijacking Panelists Overall Reaction to Fragrance

• Symrise @ 12%• Top: Peach and

Strawberry "Aldehydes", Buchu leaf, Black Pepper

• Mid: Peony, Violet, Rose• Dry: Blonde Woods,

Musks, Tonka Bean, Vanilla Bean

Overall Strength/Top 5 Words or Phrases to Describe the Fragrance

• Powdery• Musky• Old fashioned• Fresh/Clean• Everyday

Would you wear Hedonism Hijacking?

If yes, then on what occasion would you wear it?

If no, why?• Reminds me of something my

grandmother would wear• Smells like rubbing alcohol• Too floral

Fragrance Sample Pretty PetalsPanelists Overall Reaction to Fragrance

• IFF @ 12%• Top: Sparkling

Grapefruit, Wild Strawberries, Juicy Plum, Crunchy Apple

• Mid: Buttercup, Gardenia, Jasmine Petals

• Dry: Warm Musks, Cedarwood, Sandalwood, Cashmeran, Fluffy Meringue

Overall Strength/Top 5 Words or Phrases to Describe the Fragrance

• Feminine• Wearable• Floral• Fresh/Clean• Youthful

Would you wear Pretty Petals?

If yes, then on what occasion would you wear it?

If no, why?• Too light• Too watery floral, not unique enough/no

pop• Liked the scent, did not last long on skin

Recommendations

• Develop a Green-Floral Fragrance• Benchmark: Marc Jacobs Daisy• Launch Date: Mid Summer 2011 or Spring 2012• Create nature-inspired bottle/packaging• Market fragrance as having sustainable packaging (go green movement)

Sources

• WGSN• Fashion Snoops• Harper’s Bazaar• Survey Monkey• Symrise Megatrends• Encyclopedia Britannica

Thank You!