Interviewed 20 18-24 females and had them try three floral fragrance sample and complete market surveys.

1. Jessica Corey
Product and Fragrance Development Intern, Beauty Avenues
August 18, 2010
Forever Young:
A Glance at the 18-24 Age Group

2. Contents
• 18-24 Age Group Demographics
• Trends
– Fashion
– Beauty
– Exotic Ingredients
• Fragrance Panel Results
• Recommendations

3. 18-24 Demographics
• Female
• Generation Y
• Graduated high school, attending college, or
has an entry level job
• Technologically advanced (computers, mobile
phones, social networking sites)
• Follows trends
• Sociable

4. Trends: Individualism
• Focusing on yourself
• Individual expression
• Feeling free to do anything you want
• Driven to be successful
• Seeking luxury
• Customized Products

5. Fashion
Urban Warrior
Fur, Tailored Jackets
Conservative Glamour
Classic, Clean Lines
Bohemian Rhapsody
Flowy, Finished Looks

6. Beauty
Hair
Functional, Pulled Back
Fragrance
Modernizing Chypres
Makeup
Sophisticated, Pop of
Color on Lips

7. Exotic Ingredients
Cloudberries
•Fruit
•Northern Hemisphere
•Used in:
•Drinks
•Jams
•Tarts
Sea Sandwort
•Plant
•Western Isles
•Sour
•Used in:
•Fermenting foods
•As a potherb
•Grounded in flour
Thuja Cones
•Tree
•North America
•Aromatic
•Contains Vitamin C
•Used in teas

8. Fragrance Panel 18-24
• Distributed 3 different floral fragrance samples
to 19 panelists
• 15 responded
• Analyzed info through:
• Lifestyle questions survey
• Fragrance sample surveys

9. Fragrances that the Panelists
are Currently Wearing

10. How Important Fragrance
is to the Panelists

11. Where they Purchase
their Fragrances from

12. On a scale from 1 to 5, what factors
influence your fragrance purchase the
most? 5 being the most influential and
1 being the least influential.

13. Given the budget you currently have,
how do you allocate your spending?
Make sure the total adds to 100%.

14. If you had unlimited funds how would
you spend it? Make sure the total adds
to 100%.

15. Fragrance Sample Delicate Petals
Panelists Overall Reaction to Fragrance
• Firmenich @ 12%
• Top: Blue Violet Leaves,
Juicy Mandarin, Blue
Aldehyde
• Mid: Delicate Jasmine,
Honeysuckle, Cyclamen
• Dry: White Musk,
Vanilla Orchid, Blonde
Woods

16. Overall Strength/Top 5 Words or Phrases
to Describe the Fragrance
• Fresh/Clean
• Floral
• Musky
• Different/Uniq
ue
• Citrus

17. Would you wear Delicate Petals?
33.3%
67.6%
If yes, then on what occasion would you wear it?
If no, why?
• Smells like cleaning products
• Old, dry, too floral
• Too woody and musky

18. Fragrance Sample Hedonism Hijacking
Panelists Overall Reaction to Fragrance
• Symrise @ 12%
• Top: Peach and
Strawberry "Aldehydes",
Buchu leaf, Black Pepper
• Mid: Peony, Violet, Rose
• Dry: Blonde Woods,
Musks, Tonka Bean,
Vanilla Bean

19. Overall Strength/Top 5 Words or Phrases
to Describe the Fragrance
• Powdery
• Musky
• Old fashioned
• Fresh/Clean
• Everyday

20. Would you wear Hedonism Hijacking?
If yes, then on what occasion would you wear it?
If no, why?
• Reminds me of something my
grandmother would wear
• Smells like rubbing alcohol
• Too floral

21. Fragrance Sample Pretty Petals
Panelists Overall Reaction to Fragrance
• IFF @ 12%
• Top: Sparkling
Grapefruit, Wild
Strawberries, Juicy
Plum, Crunchy Apple
• Mid: Buttercup,
Gardenia, Jasmine
Petals
• Dry: Warm Musks,
Cedarwood,
Sandalwood,
Cashmeran, Fluffy
Meringue

22. Overall Strength/Top 5 Words or Phrases
to Describe the Fragrance
• Feminine
• Wearable
• Floral
• Fresh/Clean
• Youthful

23. Would you wear Pretty Petals?
If yes, then on what occasion would you wear it?
If no, why?
• Too light
• Too watery floral, not unique enough/no
pop
• Liked the scent, did not last long on skin

24. Recommendations
• Develop a Green-Floral Fragrance
• Benchmark: Marc Jacobs Daisy
• Launch Date: Mid Summer
2011 or Spring 2012
• Create nature-inspired
bottle/packaging
• Market fragrance as having
sustainable packaging
(go green movement)

25. Sources
• WGSN
• Fashion Snoops
• Harper’s Bazaar
• Survey Monkey
• Symrise Megatrends
• Encyclopedia Britannica

26. Thank You!