campaign proposal Eau Sauvage by Dior

Eau Sauvage  was introduced in 1966 and created in cooperation with perfumer Edmond Roudnitska. The creator made the perfume legendary, since is a perfume which can be easily recognized among other clear fragrances. Just-washed and fresh scent of lemon and bitter-fresh rosemary are combined perfectly with masculine, woody nuances of a base.

The perfume was introduced in 1966 and created in cooperation with perfumerEdmond Roudnitska.

The fragrance incorporates the following accords: lemon, basil, bergamot, cumin, lavender and fruit, jasmine, rose, carnation, iris root, coriander, patchouli and sandalwood. Base notes bring us oak moss, vetiver, musk and amber.The flacon was designed by Pierre Dinand.

This edition was refreshed with a new advertising campaign featuring world famous Alain Delon in 2009.

"For 2012, François Demachy has created Eau Sauvage Parfum, the new chapter in this legendary story. With the same timeless chic, and same degree of evidence, this great classic has, for the first time, dared to appear in the noblest of concentrations: Eau de Parfum, for black tie charm. This new composition emerges as a nocturnal signature fragrance with a pronounced citrus, woody and amber scent. Mysterious and sensual Myrrh combines with the virile potency of Haitian Vetiver to clothe the emblematic accord of Eau Sauvage. It has new intensity, both deep and magnetic. The height of masculine sophistication." -dior.com

I'll focus my campaig around the the autum/winter mood. Is a casual, warm and fresh at the same time idea that all kind of audience will adapt easily. With this project I want to extend this product to a bigger audience. Not that specific.

"I'm a Man" shout the Black Strobes in the background. The potent, animal rock music of the perfume of desire. The cry of a resolutely sensual, absolutely wild, man.- Dior.com

"To describe Eau Sauvage, I would quite simply give Monsieur Dior's definition of elegance, which was 'a balance of simplicity, attention, natural and distinction."-Dior.com

I decided to focus my idea in this magic couple. Bonnie and Clyde. They are the most famous outlaws and robbers.

In my opinion this will bring a fresh, but classic, look to Eau Sauvage. That it's been for a really long time advertising with the same ideology.

I will use 4 different touch points:


-The visual campaign for magazines and banners

-The commercial for TV and internet:

https://www.youtube.com/watch?v=PIYNlNw79ZE&feature=youtu.be


-A party for announce the product plus thanks cards with samples of the perfume. 


-A instagram contest:

Eau Sauvage by Dior contest starting tomorrow

We are delighted to inform you about our new Instagram Bonnie and Clyde contest.

Upload a picture on your profile of you and your partner or friend as a Bonnie and Clyde, ad #eausauvage and #bonnieandclydecontest and you will enter the drawing of a free sample and a copy of a special edition of the campaign pictures of a new Eau Sauvage fragrance.

Best regards,

Dior team.

Intellectual property and emerging markets

INTELLECTUAL PROPERTY 

When you create a new project you want to protect your ideas at the moment you are sharing them with the public. This could be words, logos, shapes, sounds, brand names or images, etc. 

You can then registrate your brand following some rules like to be capable to graphical representation or not to be contrary to public morallity.

If your work is original and artistic you can also copyright it, and don't need to register. 

EMERGING MARKETS

When we talk about emerging markets are this ones emerging in new countries and that are becoming more popular or important. This are:

- BRICS: Brasil, Russia, India, China

- MINTS: Mexic, Indonesia, Nigeria, Turkey

- TIMPS: Turkey, Indonesia, Mexico, Philipines

The creative economy

Today's entry is about being a freelance and about the different creative sectors we can belong to.

Before taking the next step and become self-employed, we need to know that not everything is going to be as exciting and easy as we think. We will definitely need to make sure that we have the right qualities and skills:

The first and most important one in my opinion is a good network. Contacts are essential since you will need to have constant and several jobs. Communication and organisation skills are a must and ambition will determine your succes.

Nowadays 34% of people are self-employed

The different creative sectors I was talking about are the originators, creators and the first ones exploring thinks anyone did before (ex. artists). The experience creators, who through theaters, museums, cinemas and also shopping, create an experience for us. 

This last one was originated because after the facilities that we all have with internet, who really need to lose time going to the store and start the slow proces of look for your items? Shopping online is our new best friend. And that's why stores like Avercrombie looks like a nightclub or even a streapclub with all that handsome topless guys.

Finally we found the content producers: fashion, games, journalists, musicians..

Fashion market sectors

There are 6 main fashion market sectors where we can categorise every brand:

COUTURE

- entry prince 26.000$

- designed and selled to private clients

- shows season January/July

- Dior, Chanel, etc.

LUXURY

- shows season February/September

- different product categories: expensive, medium and lower priced luxury products

- Givency, Louis Vuitton, Celine, Marc Jacobs, etc

BRIDGE BRANDS

- Cos and Reiss are some of the brands of this sector
- They are between luxury and high street
- Good quality fabrics and emergent trends as shapes
- Entry price 30/ 50$
- bigger target audience



 

BRAND DIFFUSION

- Global brand with second line
- accesible price
- greater volum
- local audience
- DKNY by Donna Karan, SEE by Chloé, VERSACE, MARNI, MAISON MARTIN MARGIELA and ALEXANDER WANG for H&M







HIGH STREET

- most common
- entry price 10$ but can vary
- MANGO, Topshop, River Island






ECONOMY

- Different target margets
- Mass produced
- INDITEX (stradivarius, bershka), ARCADIA, HM, Primark