HOW CAN WE
BUILD AN EXPERIENTIAL PERFUME BRAND IN DIGITAL LANDSCAPE?
- The Intimate Presence-
As a sensory product, perfume usually sells in a cosmetic department or boutique store to allow users to test and explore different selections of scent. But Ephemere came to us with a challenge to build a non-gender perfume brand experience that would focus to sell on e-commerce. We collaborate together to develop brand foundation and brand expression, while crafting the memorable brand experience through sensual storytelling that embedded to the product’s backbone for each scent.
Ephemere see itself as a non-gender perfume. We work alongside with the brand owners to develop a strong brand foundation and support them with our exploratory research to define what ‘non-gender’ really means. We spend over 20 hours talked to over 15 perfume users from diverse backgrounds. Instead of referring to any sources or taste of the scents, we create the concept of stories, we called them episodes (EP) for each scent, to raise awareness and build up curiousity that draws perfume users to engage with the brand.
CHOOSING PERFUME IS MORE ABOUT FATE THAN INTENTION.
Inspiring by stories from perfume users, in designing the strategy for the brand, Ephemere set up an art installation in the selective store partners with the intention to draw people to ‘accidentally’ discover their intimate fate through all the senses (the installation they see, the store they are at, the scent they smell, the image they have, the touch they feel). Instead of selling them in the store, we want to allow the potential customers to experience and immerse with the perfume throughout their daily activities after the very first spray. If they still feel right about the perfume afterward, we shall lead them to purchase on the digital store.
COMPLETE EXPERIENCE OF PERFUME
Un-titled Lab designed Ephemere’s brand experience for and with users. Our research not only focused on the sense of smell, but through all the senses, from places they go, cafe they hang, the memory they cherish, future they see, to behaviour they do. Our team develops deep understanding of the nature of a perfume and its user to create design impact, in the big picture to the very small details, covering the overall experience from the very first impression, to the very last spray.