The Fragrance Brief: Task 2 (Testing my insights for the Big Idea)

As part of task 2 on our fragrance project we had to take our three insights and through research test and evaluate whether there was a necessity for them in the fragrance market. To read about my three insights you can follow this link to my blog post discussing each one of them and where I received inspiration from for the insights.
 http://katefergvson.blogspot.co.uk/2016/03/task-1-find-your-story-new-ideas-for.html

However, since I have already discussed the three ideas in my last post, I thought I would share with you the idea that my group and I have decided to go ahead with and the reason behind our choice.


For the fragrance brief we have chosen to pursue Insight 1 as our Big Idea which focusses on the trend of Health and Fitness and creating an alternative product for young millennial consumers who are frustrated with their current deodorant and are in need of something new, to leave a long lasting fresh scent whilst they perspire at the gym.

Personally, I chose insight one because I believe that the sporty archetype is one that is becoming increasingly large due to the Health and Fitness trend. Furthermore, there is greater demand for a product which would have the long-lasting effects that deodorants cannot provide in comparison to relaxation or energising products which are already being created in various forms by competing brands. In further support of insight one, in regards to the hygiene of the human body there is much more demand for a newer deodorant format than a digital scent which realistically, is still too far in the future to develop. In terms of developing insight one and taking inspiration from the artist Lucy McRae’s ‘Swallowable Parfum’, we could create a scented product which could be swallowed in the form of a liquid or capsule with effects that would enable the human body to emit a genetically fresh, natural scent which would gradually excrete through the skin surface as a person perspires during intense exercise.


"A product that releases perfume whilst the wearer sweats could be of great interest." (Mintel's Report Healthy Lifestyle-UK July 2014)

Lucy McRae's 'Swallowable Parfum' is a cosmetic capsule that allows human skin to emit a genetically unique scent with personalisation qualities and a signature representation of our own
identity.
Once swallowed via the capsule, the skin becomes a platform for the perfume to break through. Then
a biologically enhanced second skin is synthesized directly from the natural processes of the body, redefining the role of skin and projecting the scent for the wearer and others around to smell.
Therefore, fragrance molecules are excreted from the skin surface during perspiration to leave small droplets on the skin and emit a unique odour. The force of the scent is determined by the wearer's body and their responses to temperature, sweat, exercise, stress and sexual arousal.

To read more about Lucy McRae's Swallowable Parfum you can follow this link..
http://swallowableparfum.com/