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Outline to promote fresh and directional concept for future fragrance, referencing cultural influences and looking at new ways to promote fragrance

Abstract -

This dissertation seeks to produce a specific industry brief on image enhancement, brand recognition, trend forecasting and consultancy through the utilisation of focus group work, editorial team-working, styling and image making, lay-out, film-making and presentation to advise our client. P & G Prestige & Beauty need to know what consumers may want in 2014 by undertaking detailed brand research and analysis that show a basic knowledge, critical understanding and application of cultural theory. Moreover, this paper will also identify new opportunities, research current culture, extrapolate future developments and use presentation and promotional skills, whilst constructing written and verbal arguments to produce interactive content and conclude with a summary of the key points from this study for the keynote speech and live presentation.

Statement of the Problem

Companies like P & G Prestige & Beauty need to remain at the forefront of their industry by embracing new forms of media to maintain and develop interest in their products. Therefore, it is necessary to look five years into the future and consider how that may affect the way we think and respond to different areas in fashion, beauty and lifestyle. This is because, since consumers increasingly shop and even live online it is necessary to consider how retail and leisure will evolve - particularly due to the current global economic problems (Weale, 2007). Moreover, it is also important to consider other issues that have influenced consumer activity including the fact people are becoming increasingly aware of environmental problems effecting consumer habits.

Therefore, 'smell' is particularly important for the purposes of our client and it is interesting to note that the use of fragrances to derive more from a product is not a new thing (Synnott, 1991). 'Smell-o-vision' and 'Aromarama' have previously been utilised in cinema theatres to transport patrons to the places depicted before them on screen (Crowther, 1959). However, although its success was somewhat mixed (Martin & Kiger, 2006, p.26), these techniques are still sometimes used today and are likely to be used increasingly in the future as technology advances (see, for example, SMELLIT, 2009). This is because, in view of Nuno Teixeira's invention (i.e. SMELLIT), we are not too far from having the ability to 'pump' smells through computers and out of television screens to potential consumers (Salzman & Matathia, 2006).


Through the utilisation of a combination of secondary sources (i.e. text books, journal articles and websites) and primary research (i.e. case studies, questionnaires, interviews and focus groups (Morris, 2002) it will be necessary to utilise a suitable breadth of material to show different views and theories that are developing in relation to how cultural influences may promote fragrance in the future because ageing is an important area of concern to consumers (Van Der Mei et al, 2007). Then, it is also important to produce empirical data from primary research involving those actually working in the industry and with an interest (e.g. designers, architects, sociologists, and economists). Therefore, there is a need to utilise 'closed' and 'open' questions to be both effective and efficient in the gathering of primary research data to save time for both the participants and the questioner themselves (Stott, 1998) to be presented in both table and graphic forms to best illustrate the data that may be utilised as part of a power point presentation for the client.

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