1. Spring Fragrance Launch Capturing the delicate fragrance of flowers
March 2011
Capturing the delicate fragrance of flowers

2. 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

3. 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).

4. 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 London’s 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.

5. 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.

6. 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.

7. 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 .

8. 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, D&G, Benefit, Gwen Stefani, Marc Jacobs.

9. Fragrance trends: Recent launches
DAISY
Marc Jacobs
(2007)
Floral fruity
ROCK’N’ROSE
Valentino
(2007)
Floriental fruity
LOLA
Marc Jacobs
(2009)
Floral fruity
OSEZ-MOI
Chantal Thomass
(2009)
Floriental woody
FLORA BY GUCCI EDP
Gucci
(2010)
Floral Fruity
FLOWERPARTY
Yves Rocher
(2010)
Floral Fruity
FLORA NYMPHEA
Guerlain
(2010)
Floral Floral
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
HYPNOTIC POISON
EAU SENSUELLE
Christian Dior
(2010)
VERA WANG ANNIVERSARY
Vera Wang
(2010)

10. 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 1960’s.
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, Woman’s Own, Prima and newspapers such as  the Daily Mail

11. 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

12. Limited edition Spring Fragrance Launch: Royal 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?

13. Mood Board

14. Inspired by Miss Catherine Middleton
Royal English beauty
Young
Vivacious, energetic, fun-loving
Romantic

15. Fragrance Triangle: Royal English Daisy
Fresh green leaves, Apple
Hyacinth, White Rose
Sandalwood, Musk
Yardley London’s 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.

16. Royal English Daisy: The Product Range
50ml EDT
RSP: €12.50
Ex-works: €1.82
75ml Body Spray
RSP: €4.99
Ex-works: €1.04
250ml Body Lotion
RSP: €8.50
Ex-works: €1.78

17. Royal English Daisy: Brand Communication

18. 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

19. Commercial direction: Timings
Key launch window is UK Mother’s Day (3rd April), stock to be available from end of January EDT and end February Body Spray and Body Lotion.