The Task
- A renown fragrance house wished to create new fragrances for deodorants as well as evaluate some of their own fragrance creations with their TG – 18-29 year olds – students and first jobbers
The Method
- Keeping in mind the category and how difficult it can be to verbalize and articulate, we decided to use Visualization to aid and trigger memories.
- Starting with detailing out different Moments in the lives of the TG, through Visualization Workshops, wherein we used a series of pictures in the spaces of ‘moods’, ‘colours’ and ‘sensorial’ to bring alive the memories and feelings attached to each of these moments; and then reach into that memory to think of the kind of fragrances that would fit with that moment
- Post the visualization of the moments with the kind of fragrance that would fit best, some of the client creations were exposed and evaluated to see if any had the potential to fit in those moments or in which other moments would it fit best
The Outcome
- Recreating moments in a visually stimulating and evocative manner was able to bring alive all the senses – the responses we gathered were in the emotional and sensorial space rather than from the left brain functional space
How the Client benefited – The Client was able to get nuanced fragrance
ideas that were totally new and innovative, which they felt they could use to create their fragrances
| Moment – Masti Time with Friends |
– Fragrances that have an element of surprise – Dark Chocolate with Cherry – cherry adds the element of mischief and even surprise. Adds an element of childishness to it – a prank-like quality to it – Natural fragrances that refresh and energize – like the smell of wet grass or after the first rains – with a hint of raw mango – the sour mischievousness of the smell ; or kiwi freshness – Fragrance has to be strong, should not be mild and gentle; but should not be over powering |
| Moment – Travel with Friends |
– Something different, out of the ordinary – hatke; something that can give me a kick – like an electric current; Tempting and dark – Very Strong and long lasting; Attractive – make others turn and notice me – Dark Chocolate with Black Currents – Dark Vanilla – not ordinary vanilla, something stronger and bolder – different, with Coffee |
| Moment – Proud Accomplishments |
– Something classy & royal, like the fragrance of rubies – Strong and long lasting – keep reminding me of what I can do – Refreshing, but not as ordinary as mint – Something special, different, unique |