The Brief:

Evidence knowledge of the fragrance market, brand creation, and storytelling. Also show understanding of how to communicate with the target audience by: Investigating a new brand + consumer group, creating new insights that build on existing research, leading to a development of a new fragrance for a separately existing brand. Deliver this alongside an integrated marketing campaign to successfully communicate with the audience.

The Story:

UOMA Beauty is a ground-breaking beauty brand. The brand goes over and above to rewrite the typical rules of what the beauty industry sees as beautiful - by including everyone. They enable women of all ethnicities, ages and skin tones to be involved, and they have helped create a more common conversation around the need for diversity and inclusivity in all industries - not just the beauty sector.

Throughout my research process I found that UOMA Beauty must expand their marketing and social presence in order to reach more of their target consumers, as the following they currently have is very small for an innovative and much needed brand.

Abercrombie & Fitch have recently made a strong return into the fragrance market with their “Face Your Fierce” campaign. Their ‘Fierce’ fragrance is one of the United States’ best sellers in recent years, proving its popularity and success. This is down to their rebranding strategy which came apparent in 2015; they shifted from targeting the ‘young’ and ‘cool’ consumers, to aiming to engage with millennials - the same audience as UOMA. They have a strong customer connection calling them the ‘Fierce Family’, which again is similar of UOMA’s ‘Tribe’ - making the consumers feel personally involved and acknowledged.

A collaboration between these brands would help UOMA gain much more exposure, whilst also sticking to the each of the brand’s aesthetics with the additional ‘collection story’: AllAroma. This fragrance collaboration will also help Abercrombie & Fitch’s new brand image, since the merging of another industry (beauty) can help the brand take a new step. The collaboration also ensures that there is a sustainable use of products and packaging, a suitability for vegans, and 20% of all profits will go to charities and funding to help the Black Lives Matter and Pride movements.

By merging both UOMA’s and A&F’s slogans I created one for the new product = “confidently uprising and supporting: the new all-inclusive fragrance for any skin type”.

The Skills:

• Researcher
  
• Idea Generator
  
• Concept Creator
  
• Graphic Designer
  
• Mock-Up Artist